Volume 1 / Issue 6
Grow a Premium Membership Tier of Your Best Customers PG. 3
What Your Website Needs Part 3 PG. 5 Business Tax Mistakes to Avoid PG. 11 Thereâ€™s No Need to Curb Your Enthusiasm PG. 8 Amy Foris & AJ Clingerman Special Contributor:
Contents December 2012 Grow With Premium Membership Tier Your Best Customers...3 Are You Selling to Your Third Easiest Customer...4 What Your Website Needs…Part 3...5 What’s the Key to Direct Mail...7 There’s No Need to Curb Your Enthusiasm...8 Why Email Marketing is Still King...9 I Interviewed Donald Trump but Gomer Pyle Came to Work...10 5 More Business Tax Mistakes To Avoid, IRS, Taxes and Business...11 Do You Take No For An Answer...12 5 Ways to Increase Your Business Communication...13 If Your Not Going Fast, Your A Loser...14 You’ve Got A Big Idea - Now What?...15 2
Get To Know... Scott Manning Scott J. Manning, MBA Scott J. Manning is best known for his ability to develop, cre¬ate and market Area-Exclusive Information Businesses in any industry. (Don’t miss Scott’s session on Advanced A-to-Z Info Marketing Strategies where he will walk you through his 7-step system for creating your own high-ticket Area Exclusive Business.) He first got his start, not selling Area Exclusive Businesses, but by buying one when he became a Dan Kennedy Advisor. Scott’s reputation in the GKIC Universe is for his aggressive and pro¬lific style of implementation, copywriting and as one of the top Business Advisors. He actively runs one of the largest chapters in the country in Indianapolis, Indiana. This led him to be cho¬sen by Bill Glazer to facilitate and develop the Extreme Marketing Makeover Program that was unveiled early this year by GKIC. Since that time Scott and Bill have continued working with to¬gether on other projects. Now, Scott has been labeled as “the coach to the coaches” by his peers. Scott has successfully added hundreds of thousands of dollars to the bottom line of local chapter advisors across the coun¬try through his coaching and guidance. Where Scott spends the majority of his time, though, is in personally mentoring Business Owners and Entrepreneurs from around the world on how to break into the Info-Marketing Business. Scott also serves as the “Chief Marketing Officer” for a handful of multi-million dollar clients. Among those clients that Scott advises personally is the former Senior Vice President of Marketing for Playboy Enterprises, now Chief Marketing Officer to the World’s Third largest Online Advertising Company managing over 50,000 affiliates with hun¬dreds of Fortune 500 accounts, and Adam Witty CEO of Advantage Media Group, who was recently named to Inc. Magazine’s 2011 30 under 30 list of Entrepreneurs. Scott’s real passion is helping other Entrepreneurs and Business Owners achieve liberation through Information Marketing. Having personally guided, created and developed Info-Marketing Businesses from scratch for more than two dozen clients he takes pride in helping others find success through leveraging their expertise the same way he has built his own 7-figure InfoMarketing business. Scott calls it building a business around the guru. He says, “It’s easy to be the guru, it’s an entirely different thing for people to pay you to be and to have a business that allows you to live the life¬style you choose and influence people in your industry or area of interest.” Taken from all different industries, Scott keeps a diverse portfolio of clients always stating that there is a formula to mak¬ing anything work in the info-marketing world. Scott’s specialty is with High-Ticket and Area-Exclusive businesses. His team of expert level marketers is headed up by his brother Ryan, who over¬sees the development, management, and marketing of dozens of Information Marketing businesses. While some people provide turnkey services or solutions, Scott pro¬vides turnkey businesses.
Million Dollar Methods
By: Scott Manning
Grow a Premium Membership Tier for Your Best Customers Last month I gave you some quick, sure-fire ways to format will be... grow your business and make you more money. How many of them have you implemented and counted the • Increased revenue. Basically new revenue out dollars for so far? of thin air, because it is all new things that you are creating and charging money for the right to This month, I want to share with you the ultimate buy, expenses will be minimal. combination and big money play that brings you more • Increased loyalty. They will always want to buy money, more often, from the top of your business whatever it is from you because they “belong.” pyramid and will result in the highest quality referrals They will also look to you for advice and other possible. things and for recommendations because of your positioning. I call it the Premium Priced Membership Tier. This • Increased referrals, high quality referrals. These is for your best customers. Here’s the thing, there are people want to tell others about you and about always people at the top that want to buy the very best their status and involvement. You want to make of whatever it is that you’ve got to sell. These people that easy and facilitate ways to do it. appreciate a unique experience with your product • Increased frequency of purchase. For the same or service, but also appreciate a unique buying reason as loyalty, they are always looking for experience. They want buying to be fun; something to what’s next from you. This is the case with loyal brag about, something interesting, more of an event. and premium buyers for any retail brand or other collectibles. By creating a top tier membership level, more like • Increased size of transaction. This is simply a a loyalty program, you can organize your best buyers result of all of the above. They will have less and get them to pay for the privilege of being at the resistance to price. Period. top. Often things like customer events, special product showings, private VIP sales, benefits, networking, advanced resources and/or face time with you, the owner or other gurus in your area of interest, field trips together, and the list goes on, are great ways to engage and entertain your best customers to buy in at a premium level membership. You want these people to feel like they are part of a “society.” That makes belonging very significant. Normally you can position this as an annual fee buyin or sometimes monthly or quarterly. It is also possible to make the membership free, just as a result of them doing or spending a certain amount of money. The result of organizing your customer in this
Your Trick to Selling This Is...
• Make it a big deal, exclusive, unique • Make it limited, scarce, prized • Make them feel as special as they already think they are • Emphasize their access to things before others get access • Emphasize the prestige and status of belonging • Show them that they will be among friends, and elite friends at that • Plan to feature them in your newsletter, do interviews with your best customers, find ways to surprise them with interesting and thoughtful gifts and goodies • Make the fee a right of passage Retention of these people is best based on
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relationship, new experiences, and keeping things interesting. You want to always be showing and reinforcing value. I always say who shows up the most makes the most money. That’s especially true with a group like this.
Are you selling to your 3rd easiest customer? By: Jack Klemeyer
I’ve given you a secret to doubling your business: Third easiest? You’re probably wondering “What Mainly, you can dramatically increase your profits about the first and second easiest customers to sell?” and stability with your best buyers. See what you can come up with, build the program, create the marketing, do the math. But first and foremost, set a date to launch, sell and introduce it to your customer base. I’ve done dozens of these for clients and would be happy to take a look at what you come up with, maybe we’ll share it with others as a little case study example. If your opportunity fits we might just help promote it, If it’s really interesting, lucrative, or intrigues me, maybe I’ll want to jump in, help out, team up or just become a customer. That’d be cool. Challenge yourself. This type of thing keeps you excited about your business too.
The first easiest customer to sell is your existing customer; those folks who have already bought into you, your company, you products and services. There’s a saying I heard from my good friend, mentor and coach, Scott Manning that goes like this … A buyer is a buyer is a buyer. For simplicity, I am using the word customer but it could be client or patient just as easily. The second easiest customer to sell is a referral from an existing customer. Someone who has experienced you and all of your offerings and then invites a friend, family member or associate to do business with you is almost as good as it gets.
Before I clue you in on the third easiest customers Go back and review last week, get to work, because to sell, I want to share a couple of points that I you need customers to sell to in order to make this heard from Jay Abraham, one of the highest paid consultants on the planet. Jay said that there are work. only three ways to grow your business: Last thing I want to say is that with a program like this, you are becoming a boutique within a business. That’s where the power of small numbers comes into play.
#1 To get more customers. #2 To get your existing customers to buy more. #3 To get your existing customers to buy more often.
I’ve added a fourth to his three, which is simply to improve on any one of the three. Those four are foundational and you should have an established strategy behind each one for your business to make sure they happen on a regular basis. Of the four, the first one, to get more customers is the one that most people focus on in their business. Sometimes it is the only customer businesses work to get. It’s the most difficult and the most expensive to execute successfully. Knowing that, why does getting customers to buy more, to buy more often 4
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and to improve on all three take a distant back burner to getting more customers?
Now to the promise of the third easiest customer to sell … it’s the lost customer. Those customers that for whatever reason have left you or you have left them; they no longer buy from you.
What Your Website Needs Part 3
You need to have a strategy, a campaign, to communicate with these people in an effort to win them back. It makes sense. They know and are familiar with you, your company and your products. You should keep track of why people stopped doing business with you and categorize those reasons and act on them. Just so you know, when price is given as the reason, it’s probably not. I’ll bet you a cup of coffee on that one. Get around the price issue: When you hear it as the reason they left simply ask, why else or why in addition to price they left. Usually price is the proverbial straw that broke the camel’s back. Something else happened somewhere else. Find it!
By: Neil Richmund
This is the third installment of essentials you need in your website. The first essentials included usability, a content management system and website analytics. Once you have those elements established, it is time to move forward.
No. 4 - Website Content It is so important, some would argue that it is quite possibly the top priority, that your website content appeals to your site visitors. Your website content is the way that you communicate who you are or what your business is to every visitor that views it. It is essentially an extension of yourself or your business and should be written as such.
Give your attention to all the easiest customers if In case you were not aware, it is extremely important – and I stress extremely for good you want to increase sales and business. reason – that you ensure that all content present on your site is unique. Any content that has been scraped or borrowed from other sites can be considered duplicate content in the eyes of the search engines. What are the potential problems? Aside from not being recognized – or worse, punished - by the search engines, you may also face legal issues and a penalty from using someone else’s content. You should always strive for unique, high quality content that properly explains and sells your product or services. The bottom line is simply this, just be sure to focus on the facts, eliminate the fluff and always keep search engine optimization in mind.
No. 5 - Reliable Hosting Believe it or not, website hosting is one of the biggest challenges that many website owners Million Dollar Methods
What Your Website Needs continued...
face. There are countless hosts available, and all promise great service – many at ridiculously cheap rates. This often influences first time site owners to choose a host based on the rates offered instead of the host’s true capabilities. The result is often utter disappointment. However, there are ways to prevent you from locking yourself into a year or more of poor hosting. Most of that starts with good research. If you are researching web hosts, you should definitely inquire about website uptime and use a third party to verify that uptime claim. For those unfamiliar with the term, uptime is the period that your website is available to visitors through the hosting server. Your goal should be to find a reliable hosting service that has an uptime exceeding 99%. Obviously, when referring to uptime, the higher the percentage the better. You don’t want your visitors showing up to a site that they cannot access. Other factors to consider would be: customer service, support options, disk space, bandwidth and a good variety of programming options including a quick install of WordPress, which you know if you have been reading my series. Although price might be a major factor for you, just remember if choosing a cheap host means that you are losing customers, you are going to lose more than you gain in the long run. Neil Richmund created Boomerang Results Marketing in June of 2010, and functions on the idea of being a one-stop shop for all aspects of Marketing for today’s businesses. Just as a skilled professional is required to correctly fly a boomerang, and make it return, we believe the same can be said for marketing. As the skilled professionals, we want to help you with your marketing, or if you wish, accomplish your marketing goals for you, but all under the premise of helping you get the best results for your marketing dollars!
Scott’s Top 10 Steps To More Opportunity Here’s a fast 10 step checklist to open your mind to more opportunity and to condition yourself to always be expanding the potential.
My Rule’s for Trading Up...
#1 Evaluate your life and business (at least) every 6 months
#2 Saying “yes” to something means saying “no” to something else
#3 Always be aware of your opportunity cost #4 You must have guidelines for what you accept, not based on emotion
#5 Invest time and have strategies in place to facilitate new opportunities
#6 At the end of the day, you can’t buy our way to bigger opportunities, you will find “trading up” opportunities through relationships #7 Attitude, Reputation, Performance, Work Ethic attracts opportunity
#8 Commit to a “trading up” opportunity and set yourself up to make it happen
#9 Eyes on the lookout for what’s next and antennas up for opportunity
#10 Once you take an opportunity, make the most of it, expand on it, leverage it for “what’s next”, and always bring people along with you for the ride Hope you make some use out of that list and get focused on what being an entrepreneur is really all about.
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- Scott Manning
By: Amy Foris
What’s the key to direct mail? This is a question I’m asked daily, and actually, it’s pretty simple. Send the right message (including a great offer) to the right person at the right time. So let’s take a look at each of these points. The Right Message. You must address the WIIFM factor (what’s in it for me). You need to show how the customer will benefit (satisfy a want or need) from your services and/or how your services will eliminate their pain (since pain will remain without the purchase/action). And be clear by telling your customers exactly how they will benefit from doing business with you. Along with a clear message, you must have a strong offer. If you are mailing to generate sales leads from consumers, your offer will focus on the price, discounts, deals, value added items and special delivery options. If you are targeting businesses, this means creating a white paper, special report or other educational document. You need your prospect or client to perceive that they are getting a great deal.
But, let’s say you purchased a mailing list that targeted new vehicle owners that lived within a quarter mile radius of a car wash location. If you send the same 100 postcards with a coupon for a free car wash, would you get just 2 to 3 people interested? You would most likely double your response rate. And Let’s Not Forget About Frequency.
Roughly, 80% of repeat sales are lost simply because customers and prospects do not receive any kind of follow-up communication. Why? Well, sending direct mail to prospects and customers is a bit like raising children. The first time you tell them to do something; they will most likely need to be told again. So in order to get your customers and prospects to do what you want them to do, you must incorporate repetition into your campaigns.
The Right Person at The Right Time. So just how important is a mailing list and timing? VERY important. Here’s an example based on receiving the average 2-3% response rate of direct mail. If you send out 100 postcards to random people with a big bold graphic with the brand MERCEDES on it, will you get at least 2 or 3 of them interested in buying a Mercedes? Probably not…
Amy Foris, owner of Radius Connection, has over seventeen years of experience in direct marketing and advertising. After receiving her MBA from Notre Dame in 2007, she founded Radius Connection in 2008. They to provide innovative direct marketing tools that create a profitable response for businesses across the country. Amy can be contacted at 888.829.2249 or email@example.com. Or visit www. radiusconnection.com
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Special Contributer There’s No Need To Curb Your Enthusiasm The old cartoon strip character Calvin, of Calvin and Hobbes, once said the difference between him and the rest of the world was that … “Happiness isn’t good enough for me! I demand euphoria!”. Calvin is right. You must live with enthusiasm. It’s one of the most important attributes to success. One of life’s greatest tragedies is that the curiosity, enthusiasm and excitement about life that we are born with seem to erode as the years go by. When the challenges of daily life get in the way, it is easy to spend more energy on putting out little fires than on sparking enthusiasm for overcoming those challenges. Henry Ford once said, “You can do anything if you have enthusiasm … Enthusiasm is the spark in your eye, the swing in the gait, the grip of your hand, the irresistible surge of your will, and your energy to execute your ideas. Enthusiasm is at the bottom of all progress. With it, there is accomplishment. Without it, there are only alibis.” You may recall Henry Ford’s early struggles to make his fledgling company successful. His enthusiasm for building mass-produced cars that many middle class Americans could afford to buy revolutionized transportation and American industry. Enthusiasm prevented him from giving in to setbacks and pressure. When my own enthusiasm wanes, and it sometimes does, I look for inspiration from three of my favorite resources. Their advice is timeless and far-reaching. And it is well worth revisiting any time you feel your spirit flagging. “Enthusiasm is the priceless quality that makes everything different. The men and women who 8
By: Harvey Mackay achieve the most are invariably inspired by enthusiasm. They approach life, its opportunities, and its problems with this vital characteristic,” said Dr. Norman Vincent Peale, author of “The Power of Positive Thinking.” “Flaming enthusiasm, backed up by horse sense and persistence, is the quality that most frequently makes for success,” according to Dale Carnegie, one of the most successful inspirational writers of all time. Do you know his books “How to Win Friends and Influence People” and “How to Stop Worrying and Start Living”? They are great first steps to cultivating enthusiasm for living. Napoleon Hill, another of my favorite authors, says in his classic work “The Laws of Success in 16 Lessons,” that enthusiasm in life is an essential ingredient for success. Enthusiasm energizes, refreshes and motivates the person endowed with it. Hill says some people are born with a natural enthusiasm, and some people have to develop it. How? Simple, he says. Work at something you love. That’s easier said than done, you might say. But you can be enthusiastic in practically anything you do, no matter how mundane. Perhaps the job has aspects that you truly hate. Maybe the office is unattractive. But the people there are top-notch. You’re learning and contributing. And change is possible. Attitude is key. No matter what your situation, negative thinking will not improve it. Focus on the positive, even if it is a small thing. Train your brain to look for the silver lining, and then be amazed at how your improved attitude leads to enthusiasm. Let me tell you a story that my friend, the late Charlie “Tremendous” Jones shared with me about a guy who dreamed he inherited a million dollars. He dreamed he went to take a shower that morning and the shower wouldn’t shower. He started to shave and the shaver wouldn’t shave. He went to get some coffee and the
Million Dollar Methods
coffee wouldn’t perk, and the toaster wouldn’t toast. He went to get the newspaper, but the newspaper wasn’t there. He went to catch the bus and the bus didn’t come. He waited 45 minutes, and finally a guy came puffing down the street. “What’s going on here?” he asked, and the guy gasped, “Haven’t you heard? Everybody inherited a million dollars! Nobody’s working anymore!” Just then the man woke up. And he went and had a tremendous shower and a tremendous shave and a tremendous cup of coffee and a tremendous piece of toast. He read a tremendous newspaper and caught a tremendous bus to a tremendous job! What a difference it makes when we are learning to get excited about the work we have today! Mackay’s Moral: There is one thing more contagious than enthusiasm, and that is the lack of enthusiasm.
Why Email Marketing is Still King By: Ryan Manning
The other day I was reminded about an online marketing debate that has since lost its footing. I am sure you remember. It was the declaration that email marketing was dead, its life cut short by the constricting growth of social media. Basically, why is Email Marketing still king? 1. Control: There are relatively no restrictions in email marketing. You can style it to match your website, you can write as little or as much as you please, you can automate until you’re blue in the face. Its YOUR media, YOUR platform 2. Content: Email content comes in many forms, everything from basic plain text, all the way to one image. Of course, a nice mix is best. But its up you. With the adoption of HTML email, you can just about insert any content you want. 3. Segmentation: Slice and dice your list to get just those folks who will find your message relevant. It’s not an all-or-nothing proposition. This means you can send more messages by excluding those who won’t find it appropriate. 4. Personalization: The real power of email marketing - you can tailor your message to each reader embedding personal data that lets the reader know you are talking to HIM/HER (and not whole universe). 5. Delivery: Its one of the few (if not only) true ways to force communication online. Your subscribers either have to read it or delete it. Direct marketing online - you can’t beat it.
Harvey Mackay is author of the New York Times #1 bestseller “Swim With The Sharks Without Being Eaten Alive.” He can be reached at harvey@mackay. com, through his website at www.harveymackay. com or by writing him at MackayMitchell Envelope Company, 2100 Elm St. SE, Minneapolis, MN 55414.
6. Adoption: Since you can’t even get a social media account without email - just about anyone & everyone has it. If they’ve got money to buy what you’re selling, you can get an email address. Addin the fact that most mobile devices pre-load an email app, and we can reach anyONE anyWHERE. These are the elements of email marketing, you still need the correct tools and proper execution.
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I Interviewed Donald Trump, but Gomer Pyle Came to Work By: Jim Patton Have you ever had the experience where you feel like you interviewed one person, hired them and an entirely different person showed up to do the job? I think that most of us have been bitten by that one at least once. In this piece and for the next several months, I’ll give you some ideas that will help you make better hiring decisions. I have been providing interviewing training for the past ten years and I find that almost universally, when I start working with people, they have no idea what questions they should ask the people they are interviewing. As a result they end up asking questions that don’t get the answers they need in order to make an informed hiring decision.’
or she just didn’t fit? The second component is an interview guide for each job. There is a unique interview guide for each and every job. Those guides are developed using behavioral questions that reflect the specific skill sets and competencies needed for an applicant to be successful in the position. The final component is a process to make the hiring decision. This includes the criteria for evaluating the answers the candidate provides and then a methodology for evaluating each candidate to determine which candidate of the pool is best qualified. So, that is an overview of the system to help you make the right hiring decisions for your business. Next month, I will address competency models.
The first problem is that many hiring managers/ business owners do not have a system for selecting the best hire from the candidates that apply for a position. They typically pick up the person’s resume or application and start to make up questions based on the person’s background. Those questions may or may not, and most often, do not provide data about how the candidate will behave on the job. The first component of a good hiring system is a competency model for each job. This model will define the six or so critical behavioral competencies that are necessary for a person to master in order to be successful at the job. These competencies might be things like planning and organizing, decision making, teamwork, detail orientation, business acumen or strategic thinking. In addition, the competency model must include those values that are critical for the person to bring to the table in order to be a good fit in the organization. How. often have you seen someone get hired who was technically competent but got fired because he 10
Jim Patton is the Plant Manager of the Biz Success Factory which exists to “facilitate the fulfillment of dreams.” Jim brings his twelve years of entrepreneurial experience to the table to work with other entrepreneurs to make sure they are developing the skills to move from being employees building someone else’s dream to being business owners building their own dreams. Contact Jim at 317-539-1253 or firstname.lastname@example.org or visit his website at www.bizsuccessfactory.com.
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By: Rick Ebbinghouse
5 More Business Tax Mistakes to Avoid As tax lawyers, we often see many mistakes that can be avoided. Let me share five more of the top mistakes that we frequently see business owners make. 1. Travel – Keep Contemporaneous Records.
Keep careful contemporaneous records of your travel expenses. Record your mileage in a logbook with date, beginning mileage on your odometer and ending mileage, and business purpose at the time you incur the expense. You can find forms online or an app on your smart phone can help.
It’s vital for every small business person to have one person who writes the checks and another person doing the accounting, and never the two shall meet. You don’t want to find out that your bookkeeper has stolen from you. It’s a disaster waiting to happen and from the person you might least suspect. We know too many people who worked hard only to find their trusted employee had embezzled from them and nearly ruined the business. 4. Make Sure That Your Books and Reports Are Up To Date.
Read IRS Publication 463 Travel, Entertainment, Gift, and Car Expenses.
You will be busy marketing and providing goods and services. Who is going to enter the data in your books and run the reports? If it’s you, you are likely to fail - you won’t have time to do it. Hire someone else to enter it. Review your reports monthly and your bank account daily. Paying attention to the reports, knowing where your business is financially, will help guide you to on what next you must do to be successful in your business.
2. Independent Contractors - Be Careful.
5. Get Professional Help – Sooner, Not Later
“Let’s make everyone an independent contractor instead of an employee” is a bad idea. They have to be truly independent. Know the rules for how to classify your employees, because the IRS looks closely at this area. Typically, independent contractors can make their own hours and have control over where, when, and how work is completed. They normally work for more than just one person or firm. Get an invoice from them for the work they perform.
You need a good accountant. Get one. If you have a tax problem, get help early from a tax lawyer before there is a huge mess. The sooner they are involved, the better for your business. Calling a tax lawyer in after the first audit session with the IRS means that strategy cards have already been played and limits your options. In your area of expertise, you know that do-it-yourselfers fare worse than they would if they had utilized you. The same reasoning applies on why getting professional help is the smart decision.
Tip: Use a manila envelope with the trip name and dates on the front, when you have a receipt put it in the envelope when traveling on business.
Read IRS Publication 15-A Employer’s Supplemental Tax Guide (2012).
Ebbinghouse Law Group, LLC in Indianapolis, Rick Ebbinghouse and his brother, Tom, help people get their life back from the IRS. They are members of the American Society of Tax Problem Solvers. Rick has been practicing law for 35 years, litigating in virtually any court you can imagine, federal and state courts in
3. How the Money and Books Should Be Handled
trials and appeals, including the United States Supreme Court. Contact them by phone at (317) 635-4010 or at Ebbinghouse Law Group, LLC, 320 N. Meridian St., Suite 908, Indianapolis, IN.
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By: AJ Clingerman
Do You Take No For an Answer? Don’t get the wrong idea. I’m not telling you to force your product or service on someone until they say yes, but maybe how you offered, or what you offered, isn’t what they want.
He showed how the benefits matched our desires, and then he pitched us. His fourth offer had an awesome bonus – one that was my real heart’s desire.
Let’s talk about e-mails or mailings. How many times have you sent out a postcard and when no one raised their hand in interest, you just moved on?
Despite the fact we had been there more than two hours, I was finally getting excited about their offer, but the cons still outweighed the pros. We’d just bought a house and I didn’t want to spend that much right now. He pitched us a fifth time. Three people – five pitches. I don’t know what he would have offered if we had said no again. I don’t know how many more pitches they had up their sleeves. But in this case, the fifth time was our definition of irresistible.
Let’s flip that. How often have you seen an ad or received a mailing and thought ‘I need to take advantage of that,’ but you set it aside and forget about it? Later, you see it again, or get another mailing and are glad for the reminder. Maybe it takes two, three or four mailings. If you stop at one, don’t be surprised if you don’t get any results. So what is your customer’s definition of irresistible? Did you stop before you got to it? Are you robbing Are you someone who has to personally sell or them of their true heart’s desire because you are pitch your product? If your customer says no after too scared to really go for it? Ask yourself, what do you do when they say no? Your reward, the yes, the first pitch, do you part ways and move on? comes when you have an answer ready for when Have you ever experienced a Time Share you hear no the first four times. presentation? If you are a salesperson, I urge you to go because it’s a great lesson in pitches. A wise man once told me if you don’t like being sold; you’ll never be good at sales. We recently went through a Time Share pitch. The girl that did our presentation was terrible. She was very quiet and didn’t explain things very well. When she finally showed us the package and price, I had no interest in it. Next, her manager offered us a second package. I still wasn’t interested because the first sales person hadn’t done a good job showing us the benefits in the first place. When the manager pitched a third time, with a lower down payment and monthly options, I was still a solid no. Then the guy who has to sign off on “declines” came over and started really talking about our desires and our reasons for frequent travel. 12
AJ Clingerman, knew she wanted to be an entrepreneur from the time she was 6 years old. Growing up in her aunt’s dance studio and seeing her mom start her own landscaping business showed AJ that being in charge of her own business, income and destiny was the way to go. 2011 winner of GKIC’s International Service Industry Marketer of the Year, AJ knew she was at home as an entrepreneur. Together with her husband James they have since built their martial arts academy into a full empire. They run the largest Brazilian Jiu Jitsu/Mixed Martial Arts Academy in Central Indiana, AJ just published her first book, and has 4 more in the pipeline.
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5 Ways to Increase Your Business Communication
3.) Asking and Learning
By: Burrow Hill
Regardless of the size of your business, you have processes in place for most, if not all, repeating activities, such as handling accounts receivable...except communicating.The simple act of talking with the people we work with just doesn’t get much focus.
Have you shared how you would like to be communicated with? You should. It helps others understand you. Have you asked how others would like to be communicated with. You should. It helps them understand how committed you are to them.
As an observer of people for so many years, my contention is that communication is at the root of most, if not all, business problems. Just think of all of the various types of verbal business communications; ‘pick up ‘ conversations in the hall; formal discussions with a co-worker; communicating at meetings; making presentations and discussions with your boss.
In order to increase your business communication, lets look at 5 Ways; a Talk Plan, Testing, Asking and Learning, Expectation Sharing and What Needs to be Communicated.
5.)What Needs to be Communicated?
1.) Develop a Talk Plan The talk plan should include; how you will open the discussion, a written or verbal agenda that is mutually agreed to, how disagreements are handled, time limit and action steps with responsibilities and completion dates. It can also include a ‘next meeting date’, if needed.
2.) Testing Your talk plan has to be tested with each person you have meaningful business communications with. You give them an opportunity to provide refinement suggestions. Yes, you should have a talk plan for several folks. It will greatly assist both of you in your work.
What are your expectations of others when you are discussing a topic? (Look only at me and not your phone; let me know by your body language of your interest and understanding, etc.) What are their expectations of you when they are talking?
Stephen Covey said, “Begin with the end in mind.” Another way of addressing this is to ask the following question at the beginning of the meeting. ‘Let’s fast forward to the end of this meeting. In order for this to have been a success, in your eyes, what would we have accomplished?’ It causes both of you to limit your comments to the stated goal. Oh, By The Way, it will make the meeting a lot shorter! Burrow Hill is co-founder of the South Carolina Marketing Group LLC, which conducts a monthly South Carolina Marketing Summit in Charleston. Burrow says, “I have always desired to help others achieve their dreams and their goals.” Burrow is also the author of “Talk Tools”, a communication book focusing on relationships, using the tools and practices from business.“ Combining proven communication tools, his real world “been-there-living-that” practical advice and the stellar IBA model, his chapter members can achieve unheard of success.
Million Dollar Methods
If You’re Not Going Fast, You’re a Loser! 8 Winning Business Lessons By: Suzanne Shafer Growing up in car racing, I learned a big lesson: the second one to the checkered flag is the first loser. Harsh but no one remembers the guy who finished second. His name isn’t on a plaque, there’s no trophy, and he certainly doesn’t get the prize money. While luck, skill and strategy factor into the equation, bottom line: if you’re not going fast, you’re not going to win. No win no victory celebration. No victory, what’s the point of showing up at the track? What does racing have to do with business? Plenty! Here are the 8 fastest lessons 1) Even if you’ve only seen CARS, you know no one can run the entire race alone. You have to have a team that is not only knowledgeable, but accountable, excited and up for the challenge. 2) You can’t run in the big leagues if you don’t know how to start the car. You must be familiar with mechanical basics, even if you never turn a wrench. Anyone who has truly succeeded in business will tell you that you must well versed with every area of operations, but you shouldn’t be performing tasks others can proficiently complete. Sure you don’t need to write every check, but ask a multi-million dollar earner who has taken a financial bath by ‘money manager’ if he now at least monitors his finances personally. 3) It doesn’t matter how you start the race, it’s how you finish that matters. So what if you’ve spun your tires coming off the starting grid? Get it in gear, forget about the previous lap (or 2 or 200) and set your sights on Winner’s Circle. 4) If you can only run when the course is clear, you might qualify, but you’ll never star in the Winner’s Circle. Just like racing, business isn’t an occupation for faint-hearted, easily-intimidated, wishy-washy, selfdoubting wannabes. You’re either all in, willing to do whatever it takes to run fast and hard, or you’re a danger to yourself and others. The impact of a failed business is felt by many, sometimes those who are discouraged to pursue their dream because they’ve witnessed a dismal failure that could have been avoided by more determination, perseverance and commitment. 5) If you don’t have a strategy including the ability to consider, correct, and change in a split second, you’ll probably end up crashing.
Profitable, thriving, viable businesses move quickly. No matter how ‘easy’ it might look from the outside, sometimes split-second decisions are necessary. Sure, most of us won’t physically be running 180mph facing wiping out 40 other competitors with a poor decision, but delaying decisions or ignoring obstacles is as ineffective as a driver listening to Sirius radio instead of his spotter when there’s a major pile-up in front of him on the track. Finishing the race is contingent upon actions and decisions of many drivers and teams, winning is determined by those who make the best decisions and execute fastest. 6) If you think you can outsmart the guys running hard and fast by playing it safe, you’re in an excellent position to create a mediocre existence. If you’re familiar with NASCAR, you’ve probably heard of the ‘start-and-park’ pack – these are teams that don’t have enough money to risk all they’ve got every time they get onto the track. They qualify to get into the race, run a lap or two, then park the car so they can preserve their assets and collect the mouse’s share of the purse to get a little capital to work with. BUT they live behind excuses and sometimes even outright lies – talk about self-defeating! Some teams claim this as a viable, profitable business model, but I’ll guarantee you there’s not one adamant it’s the way they want to race! 7) If you’re afraid or incapable of going fast, you shouldn’t be in the race. NASCAR and most racing sanctioning bodies have a minimum track speed all cars must maintain for their own safety, the safety of the other drivers and competitive excitement of the race. There’re no rules like that in business, but ask yourself, what’s the point of limping along? You’ll discredit yourself, allow too much time for self-doubt, and be limping behind your competition privately wishing someone would black flag you and tell you to go to the garage. 8) Winners always know where they’re going, with a schedule, strategy and plan. It’s more than showing up at the track and turning left. Like a championship team, every business needs a schedule that incorporates, supports and ensures their vision. Be assured that right now championship teams have race and travel schedules with detailed race strategies and plans for each team member. Your employees have already planned their 2013 vacations, but have you even considered your marketing calendar? So called ‘experts’ will tell you to go slow, make sure you have all of your ducks in a row, don’t take uncalculated risks, be modest in your approach, set realistic goals, blah, blah, blah. I say make sure you have built the machine to run the race, get familiar with the course, have a good crew in your pit box, and run to win!
Million Dollar Methods
You’ve Got a Big Idea – Now What? By: Barbara Jones Having a Really Big Idea for your small business is great. It’s exciting, it’s glamorous – and it will never get out the door if you don’t have a system in place to make it real.
materials like free reports, prospect education packets or send digital products to prospects make sure all of them get updated - video and audio recordings also.
A Big Idea can become the identity of the business, be a unique or propriety technology, your unique story, a new joint venture, or a number of other things. All require a new logo and a new slogan that must be included in everything print or digital.
Make sure there is space on your website devoted to your Big Idea. If you send out press releases and marketing material that talks about something new and drive people to your website where there is no information about the new thing, all you get is a big disconnect.
What is the minimum you need to create a system that sells a Big Idea? 1. You need a way to attract the market you believe exists for the BIG Idea. Decide whether this market will respond best to direct mail, digital marketing or a combination of both. 2. Once you attract their attention, you need a lead generation tool that will allow prospects to tell you they are interested like a landing page that offers a free report or a promo code on the postcard you sent. 3. Then you need a series of activities to nurture these leads until they are ready to buy. 4. After they buy you need a way to thank them, upsell them to another product, and get a testimonial about how great your company is. 5. Finally, you need to ask them to give you referrals. 6. Oh, and don’t forget long-term nurture because you want them to come back someday and start through the whole cycle again. How does this work with common types of Big Ideas? Make sure your Big Idea is reflected in all of your traffic attraction, lead generation and lead capture activities. Put something about the Big Idea in every print and digital communication. People often consider getting new logo-wear, but don’t remember to make sure every staffer incorporates the new Big Idea in all e-mail signatures including e-mail or newsletter templates. If you distribute
Special Event Big Ideas may need their own separate system if they get big enough. It doesn’t have to be Macy’s Thanksgiving Day Parade to merit its own website and marketing system. It just has to be big enough, and complicated enough, that staffers show the strain of trying to manage the event and their jobs at the same time. A Special Event marketing system will allow you to continue lead generation and conversion for the business uninterrupted while marketing the event. Your Big Idea deserves a marketing system that will make it a Big Success – so get out there, create a system and work Big!
Barbara Jones is the owner and Chief Strategist at Small Business Automation. She helps established small businesses simplify and automate their sales and marketing processes. She works with entrepreneurs who want to attract more qualified leads, manage their staff better, treat their existing customers better, start feeling in control again, and maybe see their families once in a while. Automation + Strategy = Growth. Find Barb at 317-283-1613 or www.smlbizautomation.com.
Million Dollar Methods
Why Million Dollar Methods? At the end of the day after all, why are we here? It’s not to come in with customers. It’s not even to make a little bit more money. It’s really to go back to the reason, the purpose, the passion behind why you became an entrepreneur and to reawaken the vision and the mission and the drive that you have to do that. You see, every day you and I wake up and we go out into the field and we do battle to build our businesses and the world is in a conspiracy to stop us dead in our tracks and to ruin our goals and destroy our plans and to make doing business very difficult. That’s why we have a saying that the business owner is the loneliest person on the planet. Any entrepreneur knows this. Who is it really that you go out every day and share your big crazy ass dreams with, all these crazy ideas that you drum up in the middle of the night and you want to go out in the world and do to make a living. There’s nobody going to understand them and be able to help you unless they are one of you and because of Million Dollar Methods, you are very fortunate to have an opportunity each and every month to be sitting in a room full like minded people. We call them entrepreneurs and we want you to come back to a monthly meeting each and every month to add tools and resources to your success toolbox so you can go out and do more things, better, and faster.
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The December 2012 Million Dollar Methods Magazine Issue featuring Scott Manning