How to Master the Art of Mingling

Not everyone's a natural conversationalist. In fact, 93% of us self-identify as shy, says Susan RoAne, known as The Mingling Maven and best-selling author of How to Work a Room. Here are tips for entering a room of strangers and effectively working the room:

• When entering a room head for the dessert table. People who are comtemplating calories will always talk to you.
• Don't approach 2 people in a conversation; opt for 3 or 4 people. It's an easier number to approach and reduces the chance you're interrupting a private or sensitive conversation.
• Looking for an 'in' to a conversation? Say, "Excuse me, may I join you?" It's an elegant way of inserting yourself and no one's ever said no.
• Wear something people can connect with. Madeleine Albright always wore beautiful brooches, so people would start conversations about that.

And one tip from a SUCCESS editor: Before a social gathering, catch up with what your friends are doing on Facebook. With this information, you can easily strike up a conversation about mutual interests or their latest vacation. Something easy like, "I saw your vacation photos on Facebook - where in Mexico was that?" is a great way to get them talking about their favourite topic - themselves.

When you Sell Quality, Price Isn't Important

There are many business owners who think that if they just cut their prices a little more than their competition, they would get a lot more business. Truly successful companies recognize that their long-term game plan cannot be built around having the lowest price, but rather, providing high quality products and services, and charging comparable prices. Our Georgian Triangle consultant, Tim Newton, is known for encouraging the "Highest Justifiable Price."

In the real world of success, the fact is that the combined sales of 'price pirates' are but a fraction of the sales generated by the businesses focused on quality! The old adage is true: "You get what you pay for!"

The customer who buys a quality product soon forgets that he or she paid more for it, and remembers only the satisfaction it gives them. Quality is the strongest testimonial you could ever have.

Quality means repeat business. It creates relationships that stay with you year in and year out. It means that you will be able to hold what you have and add to it. In short, quality products mean enduring success, and not success built upon the quicksand of here-today-and-gone-tomorrow customers.

If your business were to follow a plan of meeting every price cut that you see others offer, there would be no figure for your customer to use as a basis of price comparison. In other words, selling would simmer down into a seesaw proposition. You have the lowest price today on this product, and your competitor has it tomorrow. Permanent success can be built only on a quality foundation. A cut in price - if out of line with the general market trend - will undo a reputation for quality quicker than any other one thing. It breeds suspicion. Buyers think: "If his stuff were as good as he says it is, he wouldn't have to cut the price." And their reasoning is logical.

Quality is synonymous with satisfied customers and we all know that the product which gives the most satisfaction, in the long run, is the easiest to sell. If you sell a product that is better than what your competitor is selling, you can be sure that the world will find out about it and want it. Word-of-mouth spreads quickly. When people start wanting the products you are selling, the measure of your success depends only on your ability to embrace even greater opportunities as they are presented to you.

Developing Creativity by Ron White

This week's tip is a short article by Ron White:

"There is a prevailing belief that creativity is an inborn trait - you are either creative or you're not. Well, while creativity is an inborn trait, we are all born with a creative brain (your right cerebral hemisphere) and have many creative skills.

Children are naturally curious and eager to explore the world around them and spend hours playing with toys, making up imaginary friends and pretend games. But as we get older, we begin to lose some of our natural creativity as we learn and use more left-brain thinking skills in school and at work.

Research shows that our propensity to generate original ideas drops from 90 percent at age 5, to 20 percent at age 7, and even further to 2 percent as adults! However, unless you have suffered brain damage in your right hemisphere or had it surgically removed, you still have a creative brain; so you are still creative. It's just that maybe you don't use your creativity skills as much as you used to.

Now for the good news! You can reawaken your creative brainpower.

What would Einstein tell you in regard to increasing your creativity? Well, we don't have to guess on that one, because he told us. He said, "The important thing is to not stop questioning. Curiousity has its own reason for existing."

Develop the curiousity of a child. Leonardo Da Vinci, who is said to have been one of the greatest geniuses of all time, also had this creativity. I don't think that it is a coincidence that Da Vinci and Einstein were both extremely creative and that so many years after their deaths we are still talking about them.

Creativity is defined by Webster's as "creative ability or intellectual inventiveness." This is a skill that everyone has, to some extent. There are ways to improve your ability to create and generate new ideas. Not everyone can be a great artist or a creative genius, but it makes sense to make the most of the potential we are given."

Make Time for Your Sales Activities!

In order for your business to be viable, to earn money to live, you need to generate revenue. The only way to do this is to "sell" your idea to prospective users of your product or service. "Sales" is therefore a necessary part of being self-employed. You need to budget time for it in your weekly schedule. If not, it will most likely be neglected, and you will be frustrated with the lack of results. As planning is needed for all other aspects, including product development, bookkeeping, deliveries, etc., you will need to set aside time for this essential activity. "Failure to plan is planning to fail." Most people spend more time writing out a grocery list or planning a vacation than they do planning the direction or outcome of their business. Serendipity will not produce favourable results.

If you are struggling with sales, I recommend that you do an urgent self-examination. Ask yourself, "How much time and effort do I devote to this necessary part of my business?" If you detect a lack, here's the decisive action you need to take:

1. Work at being willing to adjust your mind to accept that it is necessary
2. Learn that you can be trained to do it
3. Plan specific days and times when you WILL give it your attention
4. Ask for help!
5. Apply any suggestions given.

If you were to write down, hour-by-hour, what you do in a typical day, you would probably be surprised at the amount of time wasted. Many exclaim: "I simply don't know where the time goes." What can help people to solve the problem of wasted time? R. Alec Mackenzie, a leading management consultant, answers: "Self-discipline. Before you can master time, you must first master yourself. And the rewards make it eminently worthwhile."

You can most likely "buy" some time from some other non-essential, non-revenue generating activities that would be better used for driving sales. If you were drowning and someone threw you a lifeline, would you not eagerly reach out for it? Help is available for your sales endeavours - reach out for it! We want to be of assistance!

Growing Your Business

A business is like a plant or tree in your garden. Just about every business needs to grow to survive and thrive. Here's 3 ways to grow YOUR business:

1. Get more customers by 'planting more seeds'. Make it part of your weekly routine. Set specific "S.M.A.R.T." goals regarding the number of prospects you will visit each week, and the number of new clients that will come out of that. Then cultivate the seeds you have planted by following up where you detect some level of interest. Categorize prospects by their greatest potential to generate income and profit.
2. Increase the size of each purchase. By 'watering' your clients at the point of purchase, they can often give you more business. This is very common in retail, where they employ various methods to increase the size of each purchase, through counter displays, suggesting complimentary items, etc. Think of how you can apply that to your business. For example, if you are a landscaper called in to do some work in the yard, why not see if they also want their driveway nicely trimmed.
3. Cultivate more often. Increase the frequency of purchases. Would it benefit some of your clients to use your product or service more often? 'Nurture' them by keeping in touch by phone, email, newsletter or personal visits; you can often produce more revenue while further delighting your customers!

As always, when you take these suggestions, and apply the principles to YOUR enterprise, you will be sure to generate more income!

Set Your Business Apart from Your Competitors

Your business should have something unique about it that sets it apart from the competition. If your business appears to be just like every other business in your industry, then there will be very little reason for customers to choose you as opposed to one of your many competitors.

When competing businesses have no distinguishing benefits to set them apart, when they all offer basically the same products or services, the same customer service, etc. then customers will tend to compare those businesses based on price along - lowest price wins.

Here are some of the ways you can set yourself apart:

1. Focus on a Particular Niche - perhaps you are a photographer that specializes in food product pictures or corporate photographs for annual reports. If you are a fitness instructor, you could focus on helping keep business employees fit or you could be the personal fitness instructor that focuses on high level business executives.
2. Become the Low-Price or the High-Price Leader - design your business to provide good products for an extremely economical price. Your company would be committed to providing excellent savings for your customers. Or you would take the opposite route and become the high-price provider. Obviously you would have to target a completely different market segment than the low-price leader.
3. Offer Excellent Customer Service - set your company apart by providing exceptional customer service. Make your customers say, "Wow!" whenever they do business with you. This is one of the best ways to set your business apart from the rest.
4. Offer a Unique Advantage - if you are a dog groomer, perhaps your unique advantage is that you will come to your customers' homes and groom their pets there. If possible, a lawn care service could offer a special treatment to keep their customers' lawns greener longer. If that service is unique to their company, they have set themselves apart from their competitors.

In conclusion, determine what sets YOU apart, and then constantly look for ways to talk about it!

Think Ahead to Retain Your Customers

Customer loyalty is not always what it used to be, or what we might imagine it should be. Therefore, every possible thing must be done to maintain your relationship with your customers, and retain their business.

"You need to give your customers something of extra value if you want them to return," says international hospitality consultant Linda Novey-White. "Look at your business like a customer would. What could you be doing better, and what is your competition doing better?"

Start by anticipating your customer's needs. Think ahead to what they may need in the coming months and determine what you can do better. Also be aware of trends that may influence your customers' purchasing decisions. You can then adjust what you offer, to suit the changes in the marketplace.

One of the most important and cost effective thing you can do is to simply ask your customers what their future needs will be, listen carefully, and make sure you call or return at the right time, and with the specific offer that will help them the most.

Add a personal touch to build a stronger bond between you and your customers. Give thought to how you can make every transaction something special, unique to that individual or company. Know their preferences.

Say thank you after doing business by sending a personalized card, gift basket, or floral arrangement.

Send them news about your industry, or an article that you come across which you feel they may find interesting.

In conclusion, always return phone calls promptly, and do what you say you are going to do. Novey-White says, "Delivering a product or service that disappoints is the fastest way to lose your customers."

Five Things to Know Before You Spend a Penny on Advertising

Every year companies around the world spend 100's of millions of dollars on advertising...and much of it is completely wasted. Here are five things you need to know before you spend a penny on advertising.

1. What is advertising anyway? "Advertising is creative bragging."...that's it! Many companies think that they have an advertising problem when, in fact, what they really have is a fundamental marketing problem. They aren't doing anything worth bragging about.
2. Get good...then brag! Don't brag and then try to figure out how you're going to pull it off!
3. Don't lie! People aren't stupid. For almost a year there was, in the Toronto Airport, a big backlit ad for a chain of mediocre hotels that said, "You won't find any nicer hotels in Canada." This is a lie...and everyone who has ever stayed in one of their hotels knows it.
4. When you're delivering compelling functional, emotional and financial value to well understood target customers, the process of creating effective advertising is actually pretty easy. If you don't know...

• Who your target customers are,
• What they really value,
• How best to reach them...and,
• What your compelling message will be,
• ...you're not ready to advertise.

5. Your most powerful and cost-effective advertising is the enthusiastic recommendation of delighted customers!

People love "showing off" when they find a wonderful product, service, restaurant, lawyer, accountant, hair stylist, etc. It makes them a "big shot" with their friends. Plant the seed by asking delighted customers to recommend you. Tell them, "You'll be a hero...your friends will love you!"

Advertising only works if what you say about yourself is congruent with what "others" are saying about you. So, if you're saying that you're "the best" while previous customers, the media or respected authorities are saying that you're not...you're wasting your money. Remember, "Get good...then brag!"

Advertising is so expensive that it only makes economic sense when you're good enough to achieve "leverage". "Leverage" occurs when the value and experience that you actually deliver is so wonderful that every new customer that your advertising attracts enthusiastically recommends you to at least four other people! If you're not good enough to achieve that kind of "leverage", you can't afford to advertise!

So, are you ready to spend big money on advertising...or, realistically, do you have some work to do first?

Improve Your Small Biz: 6 Tips from Jim Collins

One of the most dynamic speakers at the recent World Business Forum was legendary business thinker and author Jim Collins. His presentation was wide ranging and offered many lessons that would be easily applicable for any small business owner. Here are some of the most interesting of his points that you would use to improve your small business:

1. Run a pocket greatness. Too many business owners try to expand and do too many things well. If you know that you are the best at something, then focus on that and make it into what Collins called a "pocket of greatness". When you have this, you have something that you can build from. Without it, you can lose focus.
2. Double your questions to statements ratio. This is a slightly mathematical way of making the point that you need to ask more questions about your business and where you want to go instead of creating vast vision statements or bold declarations for your business without the right amount of thinking. When you ask more questions, you force yourself into the mindset of thinking about how you will actually do something and what the barriers might be. It's an essential step towards achieving anything.
3. Spend less time trying to be interesting and more trying to be interested. Conventional marketing wisdom and most books focus on trying to help you find more ways to be interesting. I too write about this topic here and on my own marketing blog. The problem with focusing too much on this, however, is that you may be missing out on learning opportunities or leads or even just highly useful conversations if you aren't listening for them. So try to spend more time being interested in the people that you meet and ask them questions instead of focusing on yourself. You may be surprised with what you will find.
4. Turn off your gadgets and create white space. As Collins talked about turning off your gadgets, you could see the people in the audience shifting uncomfortably and the ones who had been checking their Blackberrys or iPhones look up. Putting away your gadgets and being disconnected is hard, but if you can do it then you create essential time on your calendar every week just to think about your business and what else you could be doing. This is the time where the great thoughts stuck in your mind can find their way out - and it may become the most important time of your week.
5. Create a STOP doing list. Most of us have a to do list, but how many of us have a list of things that we should STOP doing? This is exactly what Collins suggested: prioritize by clearly thinking about the things that may be wasting your time right now which you will stop doing.
6. Read beyond your field. One of the Collin's most surprising habits was that he says he reads 100 books unrelated to business every year. This helps him to expand his vision beyond the world of business and think about other areas. It gives him an essential sense of the world and what is happening, as well as ideas that he can apply to his business and for the organization with which he works. The same principle can work for you and your business.

Is Life Balance a Myth?

Career, spouse, children, sleep, social life, faith...Are you trying to juggle too many priorities in the air? Relationship experts and SUCCESS guest bloggers Richard and Linda Eyre say life balance is an elusive thing. It's hard to balance everything. Instead, the key to doing it all is to categorize correctly so it doesn't feel like you're stretching to do it all. Instead, sort your priorities into three primary categories: family, work and self.

"The deepest and truest priotities of life all fit somewhere within these three categories," the Eyres write in their classic Life Balance (1997, Fireside). Work and family are perhaps the easiest to categorize, but many question self as a point of priority. Doesn't that imply a certain selfishness? What about service to others or religious commitments?

"If viewed correctly, prioritizing self does not mean eliminating these things; it includes them," Richard and Linda write. Faith, community service, social engagements, reading, meditation, sleep, even shopping are each important components of the self category. So, evaluate your days with thse three categories in mind. What categories do your daily activities fall into? Are you performing too many activities in one category and not the others? Use this worksheet to track and categorize your priorities.

Family
Grocery shopping
Attending PTA meetings
Date time w/spouse
Playing with your children

Work
Checking email
Continuing education
Project management
Developing work friendships

Self
Sleep
Exercise
Social engagements
Church obligations

(Taken from success.com)

Winning in Sales is not all Home Runs

Now that the baseball playoffs have started, let's use a baseball analogy to help increase sales! Although we hit the occasional 'home run' in our sales efforts, just as in baseball, the game of sales is not usually won with all 'big hits'. Normally, many strikeouts, fly outs and getting on base without scoring a run. Your hard work in selling your product or service is very similar.

In baseball, the more times you can get up to bat, the more hits you will get. If you can increase your batting average, you get on base more often. So, increase the numbers of "at bat" sales opportunities you have so that you can afford to lose a few and still meet your financial commitments. Also, improve your 'batting average' (number of new customers per visit). Here's how:

Put together a list of prospect (at least 200 for most businesses) that fit your ideal customer profile. Great! You've already done that in your business plan.

Set goals for the number of prospects you visit each week.

Schedule time for your sales activities in your weekly plan. Then, most importantly, DO the activities; work your plan.

Begin with the end in mind. For example, for an initial contact, the goal is NOT to make a sale. It is simply to obtain the opportunity to set up a meeting to discuss how you may be able to help the prospect. If you create more opportunities to get the plate, you will also generate more occasions to get on base and eventually move around all four bases.

Track your progress. Baseball players and fans are notorious for keeping statistics. You may not have to be that extreme but find a way to 'keep score', to know how you are doing. Use the S.M.A.R.T. principle. After you gain some experience, start working on your 'batting average'. In other words, analyze the results of each sales call and then challenge yourself to increase the number of closed deals in relation to the number of sales visits.

When you follow these steps, you will get more sales, period. So, get in the game - get off the bench and step up to the plate!

It takes consistent training, practice and effort. It's up to you to 'show up' for optional training sessions. Professional athletes attend all the training they can get to. BERN offers a number of professional education sessions to help you with your sales efforts. After attending, PRACTICE! PRACTICE! PRACTICE! Discuss and 'role play' your approach with family members, trusted friends, mentors and SEA colleagues.

Planning for Success at Trade Shows

The annual SEA-to-SEA trade show is a one-of-a-kind business networking, educational and promotional opportunity! Here are some tips to help you in your preparation:

Decide on what you want to achieve, such as: display a new product, enhance public relations, create market awareness, find distribution channels, network with fellow entrepreneurs or to obtain leads for actual business. Remember the S.M.A.R.T. principle for goal setting? Apply that to your trade show planning with the objective you set.

Determine all that is required, such as business cards, brochures, samples, demonstration materials and booth design. Then set time lines to make certain that each will ready on time. Plan your promotion or offer. Construct or order booth, promo material, etc. Arrange to arrive and set up early!

Tips to Attract Attention With Your Booth Design
Designed around goals for the show
Keep it simple - less than 3 seconds to attract attention to your booth
Don't use too much text - use headlines
Have lots of open space - don't clutter
Use colour and lighting to emphasize
Appeal to the senses
Have hands-on Demonstrations
Videos, action
Use Story Boards - 4 or 5 photos
Safety first!
Emphasize benefits of your product
Draw attention to your logo
Consider other exhibitors
Keep it dignified - not a 'Carnival' atmosphere.

As a new business, realistically you may not be in a position to apply all of these suggestions; however, you can employ some of the principle to offer a professional presentation! Remember, this is "Trade Show on training wheels", an opportunity to work with your peers to hone your skills. Be creative! Maximize the benefits!

Work Your Plan

You've submitted your business plan. Now what? Successful business people know the value of working their plan. Even if you initially resist the idea, when you discipline yourself to do so, you will become a 'true believer' as you reap the benefits. You will end up accomplishing much more, earning significantly improved income. If you were going on a trip somewhere you had never been before, you wouldn't just get in the car and start driving; you would get a map or consult MapQuest to plan your route. You would then follow that plan, allowing for necessary divergence, such as construction, heavy traffice, etc. Your plan to obtain clients should be very similar.

To create sales goals, you first need to acknowledge the relationship between personal attitude and sales production. If you dislike this necessary aspect of your business, it will be an even greater challenge. Many self-employed business people do just enough sales activity to hate it! Then, of course, the results will be minimal. Therefore, work it into your weekly schedule of essential activities; work at it, and eventually (believe it or not!) what used to be a challenge could become a real source of satisfaction. Creat measurable milestones to track your sales success.

Some of the important things to include in your sales plan should be:
- A list of target customers, and your strategy for securing their business
- Your sales goals (S.M.A.R.T.)
- A plan to set up an initial meeting with each targeted prospect
- How you will schedule your time each week for sales activities

Establish overall goals by the year, month, week and day. Your sales goals might include: Number of new customers per month; more frequent sales to existing customers; create more sales leads; increase the closing ratio of prospects. Categorize by product, customer type, etc. What are your goals?

In summary, understand that planning your sales activities is a top priority. Put together a simple plan, then follow your map, and track the connection between your activities and sales results.

When They Say 'Tell Me About Your Product'

Be ready for this question. Often, very early in your conversation with a prospect, he or she says, "Tell me about your company/products". You might be tempted to actually start telling your story. However, this is usually the exact wrong approach to take. You might even fool yourself into thinking that this is a sign that they are interested in doing business with you. However, at this point you don't know nearly enough about their specific needs in order to identify which particular features and benefits to talk about. It would be like going to your doctor and asking him or her "Tell me about your medical practice". The answer would be far too generalized to do you much good. You don't need to know much about which medical schools he attended, how many degrees he has, how many years he has been helping people, etc. Such things are only a small part of it. What you really need to know is how he can help YOU. The doctor will always ask you something like, "So, what did you come to see me about today?" or "Where does it hurt?"

So, it is critical to find out more about the person's situation before going into an explanation about your company or your 'sales pitch'. I've found that much better results are obtained by responding something like "Thanks for asking. There are a number of facets to my product service. In order to determine how I may best be able to help you, let me ask you a few questions". Then your eventual response will be a customized solution to their unique needs. You will get more credibility through the questions you ask than through the stories you tell.

Regardless of what you sell and to whom, you need to be ready to respond to this question. Develop a response that's appropriate for your particular business and resist the temptation to talk about your products or services!

A Warm Lead is Better Than a Cold Call

You would probably agree that 'warming up' the call would improve your chances of success. Actually, many experienced business people use very little old fashioned cold calling. The idea of a 'warm call' is that you've had some previous contact with your prospect. Prospecting is a communication skill which can be learned and improved upon. The idea when introductory calling is to contact a qualified prospect and entice them with your message. Here are some suggestions on 'warming up' your approach. As usual, not all ideas will fit all businesses, but you are likely to find something here that will help, when you apply it.

Target the right audience. In your business plan you clearly identified your target market and target client. When you are fishing in the right waters you are much more likely to encounter some one who will be warm to your idea, even if you have not as yet built a relationship.

Send a letter of introduction. A well crafted letter as a precursor to a phone call or visit can be an effective method of introducing yourself. There is no guarantee that they will read the letter, but it sometimes help. Using this method in an organized way will increase your success rate. Plan to send only the amount of letters that you can be sure to follow up on in a short time. Set aside the time for the follow up contact and stick to it.

Network! Be where your customers or influencers are. When you work an organized plan for networking strategically, with specific goals, you are sure to meet either potential clients or those who can recommend you to them.

Referrals. When you make the initial contact, a little name dropping can go a long way. Of course, always make sure you have permission to use a person's name. When you can honestly say something like"...John Smith suggested that I give you a call..." it will carry much more weight. Make a conscious effort to constantly add to your referral sources. Ask for referrals (and testimonials) after each time you complete work (assuming that the customer will be happy with your work!).

Prepare; use an outline.

Does "Cold Calling" Make Your "Freeze"?

A personal acquaintance of mine is a tradesman, who does primarily renovations and repair, with a chief focus on painting and commercial wallpaper installation. He had been commuting to the GTA, working mainly as a self-employed sub-contractor for a property management company. For many of the same reasons you have chosen self-employment, including dissatisfaction with company politics, and the frustration of the commute, he decided to seek work in the Barrie area. As a family man with a wife and three young children, and a mortgage, he simply cannot afford to be without work. So, with powerful motivation, what did he do? He got out the local phone book, and called all of the property management companies and painting contractors. Living the life of the independent entrepreneur, each week he has work, usually with someone different each time.

Can you see how this helps you? You have a real advantage: you have a plan, so work your plan. Take your list of prospects and make the calls! My friend did it most of his initial calls in ONE DAY. How badly do you want your business to be successful? If you have been avoiding this, making excuses, "freezing" at the idea of "cold calling", think about potential results. If you keep dwelling on your discomfort with it, focus elsewhere. Think about what you want out of your new enterprise. Picture yourself actually doing work for each person you call. Picture yourself buying groceries for your family.

One of the things that prevent people from making the calls is their aversion to telemarketers, and they don't want to sound like that. GREAT NEWS! You DON'T have to be like one of those annoying people! I've told some of you if I ever use the word "Script" you can throw something at me! However, you do need to give some thought to what you want to say. This friend of mine simply said something like "Hi, my name is Jim Nasium and I've been doing painting for a property management company in the GTA. I'd like to avoid the commute so I'm seeking opportunities here in the Barrie area. What have you got coming up where you might need an experienced painter?" As stated above, this simple approach has led to sustainable results.

Think about what you want to say in advanced. Wherever possible, personalize your approach. Write down some ideas (an outline, not the "S" word). Use the outline to organize your thoughts. Don't read it over the phone. Include a greeting and an introduction, quickly establish common ground, the benefits of your product or service, and a transition to a question or dialogue. For example, "Good afternoon, Mr. Businessman. This is Sally Spiffy from Sally's Cleaning Service. I read in the Barrie Examiner that you plan on a major renovation at your facility. We specialize in the commercial cleaning services that allow you to reduce in-house maintenance costs and comply with the city's new environmental regulations. I'd like to ask a few questions to determine whether one of our programs might meet your needs." Remember the goal is NOT to sell but simply to create an opportunity for an in-person business discussion.

Recognize that probably most people will say no, at least on the initial call. Each "No" brings you closer to the next "Yes". Keep working your list. I know this is not easy for most but it works! You may even come to enjoy it. Turn up the heat on your cold calling efforts and you will begin to melt the ice. What once was an insurmountable glacier can become a helpful exercise.

Effective Prospecting

According to Wikipedia, Prospecting is the physical search for minerals, fossils, precious metals or mineral specimens. Prospecting is an organized, large scale effort undertaken by mineral resource companies to find commercially viable ore deposits. Prospecting is physical labour, involving traversing (traditionally on foot or on horseback), panning, sifting and outcrop investigation, looking for signs of mineralization.

Business prospecting is a lot like that. It also involves a search for something precious - customers! It also involves an "organized, large scale effort". It also involves a lot of labour, 'sifting', and constantly being on the lookout for business opportunities. Although not often liked by new business owners, prospecting is an important and necessary activity. You will be able to develop a real partiality for it when you see how it leads to profitable income. Prospecting is the methods you use to find suitable candidates that have a need for your product or services. Once you have identified who your 'Jack & Diane' are, what is your plan to reach them with your message?

An "organized, large scale effort" will enable you to:
*Increase the number of pre-qualified, prioritized prospects
*Increase the effectiveness of initial contacts for new business
*Shorten the time to convert those opportunities to new business.

Here's how:

1. Set Goals. Set S.M.A.R.T. goals, such as how many prospecting visits or phone calls you will make each day or each week. Have a specific objective of how many target customers you will have an engaging meeting with, for each of the next three months. It's amazing what happens when you set goals and remain determined to reach them. "Goal setting is the single most powerful force for self motivation." - Paul J. Meyer

2. Schedule your sales activity. Produce a monthly, weekly calendar indicating time set aside for sales visits. Block off specific time EACH WEEK for your sale activity. Include prospecting visits, delivering flyers, phone calls, etc.

3. Plan for each visit. Make sure your 'sales kit' is complete. Determine what 'sales tools' you need, such as price lists, brochures, samples, portfolio of photos, business cards, promotional items, technical info sheets, order forms, etc. Research the individual prospect before your visit. Develop an impact statement for your company (your primary competitive advantage). Prepare what questions you want to ask. Prepare a brief focused overview of your company and how your product or service will benefit the individual.

4. Work your plan. Successful prospecting requires time, energy and discipline. Build it into your daily or weekly activities in order to reap the rewards that come with gaining new customers. Don't let anything interfere with your organized plan. At the same time, stay flexible, constantly monitor the effectiveness of your campaign, and make adjustments as necessary. Visit each prospect! Start with those in the 'C' categoary. When you are reasonably comfortable with how to craft your presentation (this should only take a couple of weeks), start visiting the 'B' and then the 'A' prospects. As Nike says, Just Do It!

When They Keeping Saying 'No'

We sure don't like it when potential customers don't agree to buy from us. Most people don't like rejection: it's hard not to take it personally.

The first step to coping with this is to simply be aware of reality. In many businesses, as few as 4% or less of those on your prospect list are going to say 'yes'. If you were expecting more, knowing this may be discouraging. However, let it encourage you, in that if people keep saying no to your offer, it may not be entirely your fault. However, knowing some of the reasons why they say no can help you to develop strategies to improve your results.

You need to have a complete list of prospects. The more people you call on, the more people will say yes, even if you don't change the percentages of those who say yes.

Are you targeting the right customers? Have you clearly identified who your "Jack and Diane" are? If you are business to business, have you identified the right person within the company? Determine early in your conversation if the person you are meeting with actually has the authority to make a decision: you may want to ask something like, "Who else in your organization will have an impact on any decisions made today?"

Have you taken the time to understand the prospect's unique situation and did you then communicate the value you bring - how you can help them avoid pain or acquire something that will make their lives better? This, of course, is done by asking open-ended questions at the beginning of the converstaion, getting them to open up, share their concerns. Ask things like, "Where does it hurt?", "What would you like to see happen?" Or was your discussion really more of a disseration about all you rmany years of experience, or how you have this amazing technical know-how or special tools; without any solid connection to the client's individual needs? Did you talk too much? It's more important for you to focus on the prospect's needs first rather than your own.

Did you bring all the right 'sales tools'? Samples, testimonials, photos, price lists, etc. Usually when a prospect says no, it's because they don't have enough information to make a good decision. They are afraid of making a wrong decision, so they say no because it's easier.

Near the end of your meeting, how did you ask? Don't come across as a pushy sales person, but you need to actually ask for the order! Once you have clearly identified their needs and communicated how your product or service solves those needs, ask something like, "Do you like what I've shown you?" "Does this make sense to you, so far?"; then "It looks like we have a good fit between what you need and what I do, so would you like us to begin work on Thursday the 12th or Tuesday the 17th?, "Which colour (size, style, etc.) is preferred?, "How many would you lik...? If you simply ask "Do you want to go ahead?" you will usually get "No". One of my favourite questions that can lead to a 'yes' is "Where do we go from here?" When you ask this question, and wait for the answer, it gives you the opportunity to see if you've missed something and/or identify how they want to go ahead.

In summary, target the right kinds of potential clients, ask the right questions to determine needs, clearly communicate your unique selling proposition, then ask for the order and keep trying!

Your Sales Mind Set

Your 'sales mind set' results from your attitude towards this part of your business. It is defined as representing an individual's degree of like or dislike for something. Even though we recognize that we will not generate income unless we secure customers, to many new entrepreneurs, the 'selling' part of being a business owner is the least desirable task. Hence, we often have a negative mind set. Strangely enough, even though we don't like 'selling', we are usually very comfortable talking about what we do. So, instead of calling it 'sales', why not 're-label' this necessary activity as 'discussions with people to determine who I can help with my services' or something like that. When you give yourself permission for this semmingly small, but significant mind shift, it will go a long way towards achieving satisfying results. As Annie Gottlier was quoted as saying, "It's so hard when I have to, and so easy when I want to". Here are some suggestions on how to accomplish a healthy 'sales mind set' and create revenue, so you can concentrate on doing whatever you do:

Be good at what you do, strive for excellence. When you do this, two great things happen - you gain confidence, and your potential clients will be far more drawn to do business with you. In turn, it will be far easier to talk about your company.

Cultivate a sincere desire to help other people. When you come across as being genuinely interested in helping other people save time, money or hassle or making their lives better, they will want to continue conversations with you about what you do. Conversely, if you appear to be 'trying to sell them something', you are far more likely to push them away.

Know what you want to discuss. Arrange your 'sales tools' and have them well organized. Prepare a basic outline of things that you generally discuss about your product and before each client meeting, think about what you know about their unique needs, and what questions you can ask to find out more. Your subsequent personalized solution will far more often become a positive experience.

Set S.M.A.R.T. revenue goals. As you set realistic, but challenging goals, your self-ideal improves and becomes more definite. Convince yourself that, other than being unethical or annoying, you will do whatever you have to, to reach these goals. Note this quote from Denis Waitley, motivational coach: "Goals provide the energy source that powers our lives. One of the best ways we can get the most from the energy we have is to focus it. That is what goals can do for us: concentrate our energy."

Make contacting potential clients a necessary part of your weekly routine. Set aside specific times for your sales activities. Let nothing interfere with this necessary use of your time.

Associate with positive, encouraging people. You may know someone who is experienced at professional sales. Perhaps you can get together with a colleague who has had some success at helping customers with their product or service.

In summary, allow yourself to cultivate a positive attitude toward helping customers.

How To Lose The Sale

You want to 'win' new customers, not lose them! So, let's discuss some common habits of small business owners that should be avoided.

1. Spend most of the time talking about you and your company. Most salespeople from various industries begin their presentation by telling all about their company, their background and wonderful qualifications. Most of this is irrelevant to your prospect. You are actually wasting the person's time. It is more important to invest time in learning about their unique situation by using open-ended questions. Then respond with a customized solution as to how you can save them time, money or hassle.

2. Don't listen to the prospect. Don't waste time asking questions if you aren't going to listen to the responses. Cultivate a sincere desire to help the person, rather than 'lying in wait' to do your 'presentation'. The best salespeople take written notes, ask probing questions and clarify their understanding of the client's needs at the conclusion of each meeting. This enables them to create a proposal or deliver a presentation that addresses their customer's concerns, issues and situation. Don't dominate the conversation. Professional salespeople understand the importance of silence and have learned to become comfortable with it. Unfortunately, too many people talk far too much. You can actually talk yourself out of a sale.

3. Make exaggerated claims about your product or service. Under-promise and over-deliver. While this sounds simple, unfortunately the tendency of too many salespeople is to stretch the truth in order to close a sale. Unfortunately, this will usually come back to haunt them at a later date. Long-term relationships are more important to maintain their loyalty.

You may think that this is pretty basic. Why not pay attention to your behaviour during the sales process. Track how much of the time you are talking and how much time you are actually listening. Avoid these costly mistakes. By knowing how to lose the sale, you can easily gain a competitive advantage by employing the opposite techniques.

What's Your Personal Brand?

According to Wikipedia, a brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service or business. Everything about your 'brand' affects your ability to generate income with your new business. How you are perceived by your potential customers adds to your ability to secure their business. According to our own Jim Koufis, a large part of branding is to create a positive association between the brand and the product or service being offered by a business. An important part of this is your "Personal Brand", including your physical appearance.

In today's business environment, there are many codes of dress. Your personal appearance should reflect professionalism. It needs to convey the right image instantly. For example, if you are meeting someone for the first time for business purposes (this includes networking), you should dress for success. In my years as a travelling sales representative, I always wore a shirt and tie and jacket; that was the accepted business attire at the time. If you are "business to business" company, you may still wear more formal clothing occasionally. If you are a tradesperson, you will probably have a dozen or so t-shirts with your company name and logo to wear on the job and you will have a half dozen freshly laundered 'golf shirts' with your company name to wear when you are visiting a prospective client to do a quote.

Your personal appearance says much about you. When you are clean and well groomed, others will likely conclude that you have self-respect and they will be more inclined to listen to you. Your being appropriately dressed will reflect well on your company and the work you do.

What principles come in play relative to our personal appearance? Especially when we are going to a visit a client, our body, our breath and our clothing should be clean so that others do not find us offensive. For men, a neat personal appearance may include being clean shaven. Of course, we do not all dress alike. We are not expected to. People have different tastes and this is quite proper. But business principles should always be applied. What image are you projecting? Not only should our personal appearance be clean and well arranged but our equipment and tools should also be clean and neat. All of our sales and marketing materials, including business cards, brochures, presentation portfolio, etc. should be neat and well arranged.

Everything we do adds to, or detracts from, our image. And in today's competitive business environment, we have to make sure our image holds up to scrutiny. What's YOUR personal brand? How are you perceived by potential customers?

In summary, what do you need to do? Be neat and clean in your clothing. Hair should be neatly combed. Why is it important? Your personal appearance will influence how others view your business and the work you do. Simply stated, proper personal appearance will help you sell more!

What Do I Do That Is Unique?

In most industries, there are a lot of choices for consumers of products and services. So, what do you offer that sets you apart from other businesses chasing the same dollars? What solid reasons can you give for prospects to make the choice to use your company? What do you do that is extraordinary, that no one else does, or does in your distinctive way? What do you do to enhance the customer experience? Or, as you might have heard Carl refer to it, what is your "USP" (unique selling proposition)? How do you communicate your unique offering to your potential clients?

For example, Donald Cooper, currently a well known business speaker, sometimes refers to some of the things he used to do as a women's clothing retailer. In the change rooms, they installed four hooks, instead of the usual two or three. They had an idea for the husbands and boyfriends to relax and read or watch television. When I had my paint store, we always had a play area for the kids, so that mom and/or dad could concentrate on putting together their decorating scheme. Imagine the impact on the customers! Seemingly simple things can make a hugh difference in establishing great customer relations and encouraging repeat business.

How do you determine what YOUR unique offering is? Whatever your business, how do you make the customer experience special? Constantly think, not about what you do, but about what your product or service actually does for the customer and how it is an improvement on ways clients currently obtain similar services. To borrow from Ivan Misner's line of reasoning, you don't buy awnings...you buy shade...you don't buy a lamp...you buy illumination...you don't buy eyeglasses...you buy vision. Get the idea? Once you establish that, then constantly strive to NOT be a "met too". Again, to draw on my own experience as an independent retailer, I relentlessly strove to stock high quality products that the "big box" stores did not have. I learned how to sell quality, not price. We endeavoured to be knowledgeable about the differences and talk about these distinctions in our advertising and during our sales presentations. We would always carry the product out to the car for the customer. Oh, how, I enjoyed doing that on cold winter days! Although these examples are from retail, what can YOU do that is unique?

When you a complete a job, where appropriate, say thank you in some special way, perhaps with a gift basket or something similar. If you are a contractor, for example, what little extras could you do that don't cost you much money or time, but would really make the customer happy (and lead to more business)? I remember years ago when we had a cedar deck built. The contractor did far more than nail together a bunch of lumber. I remember watching him take a few minutes to do things like slightly round the edges of the railings. It was like watching a cabinet maker. It didn't take him very long but we sure appreciated it! We ended up using him for a major kitchen renewal, completely renovating the attic and lots more.

"Break the rules, not the law!" Think outside the box.

In summary, take the time to figure out what you do different or special. Then keep talking about it.

The Importance of Follow Up

You put a lot of oomph into your marketing efforts. It requires a concerted effort to say and do the right things when you have meetings with prospects. You work hard to provide customers with great value for their money. Then, what is your plan for follow up?

There are several times when follow up is important, such as after the initial call, when you receive a referral, after a trade show, after a networking event, after a phone call, after a sale or when a client is dissatisfied.

However, we often don't follow up become we don't want to appear pushy, we forget, or we might think that the customer or prospect will contact us. Also, often we don't have any plan or system for doing so.

For example, at a trade show or networking event, or at the conclusion of an initial meeting, ask if they would like more information, and ask when they would like the information. Rather than appearing "pushy", this can set the stage for your being cast in a "consultative" role. This kind of credibility will produce more sales opportunities. Also, leave a "cliff hanger" - some question left unanswered, or detail that requires further research on your part. Concentrate on how you can solve their problems.

In order for this to be effective, you will need to keep accurate records. You don't have to be a computer expert, but have some kind of simple system to keep track of who you spoke to, when, what was discussed, when to follow up and what would be valuable to talk about. Then, before your next meeting, where appropriate, you can email a reminder and an agenda. Perhaps a day or two before your follow-up call, email the prospect to remind him of your appointment. In the subject line, enter something like "appointment for June 17th". The subject line acts as a reminder but is vague enough that the prospect will probably open it. In the body of the email, provide a very brief reminder of the point you plan to discuss.

To renew interest when you call, introduce yourself with your full name, and give your company name. Differentiate yourself. Remind the client why you are calling and what prompted the follow up call in the first place. Go back to your initial call and remind the person of "pain" and "gain" discussed. Repeat the theme established in the first call and follow up email. Say something like "I am calling to see if you met with your partner and discussed fixing the problem in your business that you have been talking with me about." Of course, put into your own words and modify to restate the problem which you uncovered in the previous discussion.

DON'T say "I was calling to follow up on the proposal" or "I am calling to see if you had any questions" or "I just wanted to make sure you got my email" or "The reason for my follow up was to see if you had come to a decision" or "I'm just touching base...keeping in touch". Always make sure your approach is focused on how you can serve the client, how you can make their life easier.

In summary, you can easily differentiate yourself from your competitors by making the effort to follow up with your prospects and customers. Don't take it for granted that they will call you. Be proactive and contact them.

Testimonial from a SEA Client - 2010 Conference

"I have to be honest. I was not looking forward to the conference yesterday. I have attended several conferences in the past that were uninspiring, drawn out and unorganized. I left them feeling like my time had been wasted and that the money spent on the event would have been better spent on increasing salaries. I was expecting the same kind of experience yesterday.

I couldn't have been more wrong. The speakers were exceptional and I got a lot of valuable ideas from them. The day just seemed to fly by and every minute was inspiring and helpful. I was especially impressed by the organization and how smoothly the day seemed to go. I started my day grumbling over the conference and by the end I was energized and so grateful for having the opportunity to attend.

I now feel foolish for underestimating the BERN team...I should have expected the kind of excellence that I have become accustomed to from the team. I would like to send kudos to all for making the conference such a wonderful event! Thank you for all your hard work and thoughtfulness!"
Rebecca McKerracher
Math Medic
Wasaga Beach, ON

SEA 7th Annual Central Ontario Small Business Conference

On May 5th, 2010, over 150 SEA clients, alumni and special guests attended our annual conference at YMCA Geneva Park in Orillia. 'EXCELerating Your Success' was our theme. The day began with a free breakfast networking cafe. Attendees participated in a warm-up exercise by putting similar industries together to create a slogan based on a hand sign.

Two workshops were then held from Peter Jennings on Seven Ways to Build Sales: Featuring the 6Rs of Branding and Sue Kenney on Intention Plus Action Equals Success. Our lunch was sponsored, therefore, free to attendees and was a successful buffet. The afternoon consisted of a mini mastermind exercise to share a success, best practice or challenge. Our keynote speaker was Paul Larche who is the President of Larche Communications which owns KICX FM in Orillia and Sudbury and 104.1 based in Midland.

BERN announced the inaugural presentation of the Business Excellence Award. The aim of the new award is to acknowledge and promote 'Excellence' and 'Best Practice' in business. The nominations were judged by a panel, which included external business professional who looked at excellence in the following areas: effective marketing and sales activities, a pay-it-forward attitude to helping fellow business owners and demonstrated determination.

The day ended with 4 business card draws of prizes from QuickBooks CD to golf passes to accommodations at local resorts.

Thank you to our organizers, sponsors and contributors.

Closing the Sales Starts at the Beginning

A large percentage of salespeople mention 'closing' the sale as their biggest challenge. They often feel that everything seemed encouraging until the last moment. Then they couldn't 'close' the deal. Unfortunately, much of this has to do with the old fashioned idea that the 'close' is somehow a separate part of the sales process, something to be done after presenting all the reasons why the person should do business with the rep. There is too much emphasis on 'closing' in the traditional sense. Closing the sale starts at the beginning of the call, not at the end! What? How will they buy from me unless I can close the deal? Here's a much better way:

Build trust and display empathy right from the beginning. Trust is built from a combination of sincerity and competence. If you build trust carefully and slowly, you will be able to take your prospect on to the next stage of the sales process without annoying closing techniques. However, if you rush this, the buyer may 'go through the motions' but your chance of securing a sale will be significantly diminshed. Empathy is an intimate understanding of the feelings, thoughts and motives of another. One dictionary says that empathy is the 'identification with and understanding of another's situation, feelings and motives.' It has also been described as the ability to put oneself in the other fellow's place. So empathy requires first of all that we comprehend the circumstances of someone else and second that we share the feelings that those circumstances incite in him. Empathy will help you to know how to proceed depending on the information the prospect has given you.

The customer should sense that you understand and care about helping them solve their problems, not that you are just looking for a sale. Until they know that you care, they won't care what you know. You must truly believe that you can satisfy the prospect's needs. You must see the benefits, features and limitations of your product or service from your prospect's view; you must weight things on the prospect's scale of values, not your own; you must realize what is important to the prospect. Your prospect must always be the centre of attention.

When you have developed trust, displayed empathy, and spent time figuring out how you can solve the prospect's challenges, they will be far more likely to listen to your explanation of how you can relieve their pain. Then the 'close' is a natural progression in the conversation, rather than a process where you use the bulldog approach (bite their ankle, and don't let go until you somehow get 'yes' for an answer!).

Don't get me wrong, you still have to have the courage to ask for the business, you still have to help people make the final decision. However, it's a lot easer, it's more professional and you'll 'close' more sales when you 'start at the beginning'. When your approach is built on trust and empathy, it's a lot easier to simply invite prospects to do business with you.

What Is Your Offer?

How do you feel when you are a customer, and the salesperson's primary approach is all about their company or product, but very little about solving your problem or helping you in some way? Wouldn't you rather that they take the time to find out what you really need, and offer a solution for you? Most of us would prefer a personalized approach. So...in your selling efforts, what's your offer?

Here's what you need to concentrate on in planning what you present: What 'pain' can you alleviate? Or, how can you save the person time, money or hassle? Or, maybe you can help with two out of the three. Or, maybe all three!

Before, and during each client meeting, keep asking those three questions over and over again. How can you save the person or company time, money or hassle? If you are accustomed to 'pitching' your product in the conventional 'data dump' method, be willing to change your approach. Your offer should be tailored to the client's specific needs, based on your research, and carefully listening during conversation. Seek to gain the person's confidence in your ability to identify their current situation, and what the desired situation is that they would like to attain. Then your offer will be something that will really help them, instead of just what you wanted to sell them.

Take the time to think about what your offer actually is. What is it that you actually do or provide that 'relieves pain'? (Usually this is figuratively speaking, unless you are in health care!). Make clear exactly what you are going to do to help them. Give the person solid reasons why your solution is best for them. Pay close attention to how prospects respond to what you offer, and how you present it. Be willing to make the effort to adjust your approach. A 'customer-centered' process will always win you more business, and more loyal customers who are likely to do business with you in the future.

So, can you explain in 25 words or less what your offer is? Give it some thought...

Sell More With Less Effort

When you made the decision to get into self employment, most likely you did so because of your strong passion for whatever it is you do. Have you read "The E-Myth?" You want to be "the technician". Spending time doing "sales" was not something you looked forward to. This topic of "Sell More With Less Effort" is not about avoiding work: it's about using your resources effectively so that you have more time and mental energy to do what you enjoy doing and that makes you money. Less effort means expending your effort wisely, so that results come sooner, in greater quantities and with reduced anxiety.

Anything that is left to serendipity (chance, fate, luck, fortune, coincidence) is not bound for success. If you've been reading these weekly tips on a regular basis, you have likely noticed that I often write about the importance of planning. You must have a plan, and work that plan. Simply stated, that's how you can sell more with less effort. When you are pressured and stressed, your presentation will require much more effort and mental energy. Even if you don't think so, it will come across as more desperate, which results in less sales.

Your plan should look this way:

1. Write a description or profile of your ideal customer
2. Make a list of all potential customers or groups of customers that fit the profile
3. Divide the list into 3 categories: 'A' prospects are the ones that most closely fit your ideal profile and that have the best potential for generating profitable income. 'B' prospects may not fit the profile quite as closely but are still worthwhile doing business with. 'C' prospects are those who you would be happy to have as customers but perhaps may not be as profitable.
4. Make up an outline of what you want to discuss with potential customers
5. Block off specific time EACH WEEK for your sales activity
6. Here's the most important step. Don't let anything else interfere with the time you have blocked off. Visit each prospect! Start with those in the 'C' category. When you are reasonably comfortable with how to craft your presentation (this should only take a couple of weeks), start visiting the 'B' and then the 'A' prospects.
7. You don't have to be a computer whiz but keep accurate records of who you visited, what points of discussion are most effective, what to discuss upon follow up and when to call back.

When reviewing your yearly, monthly, weekly and daily calendar, always think in terms of engaging in revenue-generating activity. Ask yourself "Does this use of my time help me obtain more customers?" Don't leave your sales results to serendipity! It's a necessary part of being self employed! What's YOUR plan to improve your sales results?

In summary, use your time and other resources wisely. Have a plan for your sales efforts and execute that plan.

Be Thorough With Your Sales Efforts

There is an old age about progress: "Begin where you are. But don't stay where you are." How applicable to your sales activity! When you started in business, you may only have been able to make a very basic presentation about your product or service. But if some time has passed and you have not moved beyond that, having stayed where you were, what can you?

Many successful people in professional fields continually seek to update their knowledge and skills. Their livelihood usually depends on it. As a small business owner, you also need to be diligent to improve your ability to talk to others about what you do. You should look for new and fresh approaches that appeal to different types of clients. Because of increased competition, and increased awareness by consumers of your product, presentations that were effective at one time may no longer have the same appeal.

Being thorough in your sales efforts does not always require more time, but it does call for time well spent. A steady pace can help you accomplish more. This requires budgeting sufficient time each week for concentrated sales activity and sticking to your schedule. Set goals for the number of potential clients you actually speak with each week, and formulate a plan to reach them. Set goals for the number of jobs that come as a percentage of the number of people you talk to; then constantly analyze what works and what doesn't.

Have a structured sales presentation in mind (without losing a measure of spontaneity), accompanied by supporting documents, brochures, your portfolio, samples, etc.

Don't leave your customer procurement plan to chance! It's a necessary part of being self-employed. What's your plan to improve your sales results? In summary, be disciplined with your sales efforts, ask for help, and apply what you are learning!

Make the Extra Effort to Acquire Sales Skills

Are you content to just "be in the game?" Or are you like men's hockey Team Canada, which defeated Team Russia with grit and determined effort? Although you have competitors, your sole purpose is not to 'beat' them, but to carve out a decent living for yourself. However, there are good reasons to cultivate an attitude of excellence in what you do, including your sales efforts.

An Olympic athlete simply cannot afford to settle for mediocrity, and you shouldn't either. How do these contestants become so good at what they do? They have even more than grit and determination - they make the extra effort to acquire the skills to excel at their game. With concentrated effort, YOU can attain the skills to be effective in sales.

Most people admire Olympic athlete who achieve success. What we often fail to understand is the effort they have put into it. They have worked long and hard to get to where they are. They have given careful attention to developing ability. With similar resolve, you can acquire sales skills. When you are ready and willing to put forth the effort, you can learn effective sales skills.

Here are some questions to consider if you want to be successful:
- Do you know exactly what you want to achieve (SMART sales goals)?
- Do you know what it will take to achieve these goals?
- Are you willing to put in extra effort to achieve your goals?
- Do you read books or listen to tapes/CDs that will help you become better at sales?
- Do you attend workshops that will help you improve your skills?
- Do you practice or apply new information as you learn it?
- Are you persistent and do you refuse to give up?
- Do you experiment with new ideas?
- Do you evaluate your performance and progress regularly and make changes accordingly?

If you were unable to respond positively to all of these questions, you have now identified an action you can take that will help you achieve more. The trip to the podium is not easy and we should never assume otherwise. Remember, anything worth getting is worth making the effort for. Isn't fulfilling your dream worth the effort?

In summary, learn from the discipline and training and the skills developed by the Olympians. Apply it to your sales efforts and your business will attain a high degree of success. Go for the gold!

Winning Athletes Practice, Practice, Practice

Continuing the Olympic theme we started, let's focus more on the importance of practicing your sales presentations. Remember, as an Olympic athlete simply cannot afford to settle for mediocrity, you should not either. Talking with others about what you do ("sales") is a necessary part of your business that will result in the opportunity to do what you do. So, doesn't it make sense to learn to do it well?

Let's make clear that you don't want to practice a "canned" presentation. You do need to be in a position to discuss your business in a conversational, non-threathening way. At the same time, these discussions need some structure. Olympic athletes need to have their skills finely tuned. Can you imagine them achieving that without practicing? They will literally practice for years to be ready for an event that lasts only minutes. Realistically, can you expect acceptable results in your 'event' without practice?

So, how do you practice for your sales activities?
1. Prepare an outline (NOT a script) outlining your primary points of discussion. You may have several 'standard' outlines, to be used with various types of clients. Your discussion points also need to be customized for each individual prospect.
2. Set aside time to go over what you want to say. Write down what you anticipate prospects might say, including potential questions, objections and suspected 'hot buttons'. Especially, write down examples of open-ended questions you want to ask.
3. Find someone that you can 'role play' your sales presentation with. Consider business minded family members, your mentors, etc.
4. Keep track of what works and what doesn't. Immediately after each time you have a client meeting, taken 10 minutes to analyze how it went. Make a notation of which lines of reasoning worked best. When you apply what you learn, this will help you to keep getting better each time.

The Olympics provide a rare opportunity to watch people who have, if not perfected their craft, have hones it so finely that they are in a position to win. As you watch, look for what you can learn about improving your sales efforts. How much exertion do you put into practicing your sales presentations? Is your 'elevator speech' well crafted and ready to use when the occasion arises? Are you prepared for what you want to discuss when you are with a prospective client? You won't always 'win a gold medal' but when you go the gold, you WILL generate more profitable sales!

Go For The Gold

It seems appropriate to use an Olympic theme for our sales tip. In your business, are "Going for the Gold?", or are you content to just "be in the game?" In other words, do you desire your enterprise to be successful, or are you satisfied with just barely making ends meet? The answer should be obvious. Does this mean that you have to be rich and famous, or start an empire? No; however, there are good reasons to cultivate an attitude of excellence in what you do, including your sales efforts.

An Olympic athlete simply cannot afford to settle for mediocrity and you shouldn't either. How do these contestants become so good at what they do?

Practice! According to the dictionary definition, to practice is to "do something repeatedly in order to improve performance in a sport, art or hobby." For example when you watch figure skaters perform, you can easily image the many hours of discipline to go over and over their routine until they have it perfected. When they stumble (which they invariably do, and so will you in your sales presentations) they pick themselves up right away and keep going. The application to your sales efforts is easy. How much effort do you put into practicing the statements made, arguments used and assurances given when you are trying to sell your product or service? Is your 'elevator speech' well crafted and ready to use when the occasion arises?

Successful competitors make themselves aware of what foods will give them optimum energy and strength, and they carefully adhere to what they know will give them the best results. To improve your sales performance, what are you 'feeding your mind?' What books on business and sales do you read?

Winning contestants recognize that they can't do so by themselves so they seek talented coaches and mentors. You likely know other successful business people within your industry or circle of friends who could act as a mentor. To what extent are you taking advantage of these provisions?

There are many other factors but let's conclude with the need to have a concentrated effort or attention on what you are trying to achieve. Obviously, Olympic athletes need to be clearly focused, concentrating on their goal of a gold medal. If they take their eyes and attention off the prize, it will be less attainable. In your business and sales efforts, that's why S.M.A.R.T. goals are so important. When you identify your sales goals and remain focused on reaching them, they become more achievable.

In summary, learn from the discipline and training that the Olympians display. Apply it to your sales efforts and your business will attain a high degree of success.

Sales is a "Win-Win"

"I have found no greater satisfaction than achieving success through honest dealing and strict adherence to the view that, for you to gain, those you deal with should gain as well." - Alan Greenspan, former Chairman of the U.S. Federal Reserve. It's about discovering how what you do matches with what the client desires or how you can "delight" the person. In other words, it should be a "win-win". Your client "wins" in that they receive solutions, real benefit and excellent value. You "win" in that you generate revenue for your business and for your family.

This should be a relief to those not experienced in sales; a reminder to those who already understand the consultative sales process; and perhaps a refreshing new perspective to those who have used the old aggressive methods, but are willing to consider a more progressive view. I've found that the more I treat clients with dignity, the better my success rate. What works best is exploring together with clients ways that your product or service might solve their problems. For example, the common format for sales presentations often goes something like this:

1. Warm up - about 10% of the call time
2. Presentation - about 40%
3. Closing - about 50%

Let's make clear that this is the undesirable old pushy format. A better approach would be to spend much more time doing a "needs analysis". I often compare this to what a medical doctor does in diagnosing your condition before prescribing a suitable remedy. Your sales presentation should be structured more like this:

1. Warm up (build rapport, establish your credibility, etc.) - about 10%
2. Diagnosis through open ended questions - about 50%
3. Presentation of your solution based on uncovered needs (the "treatment" plan) - about 25%
4. Closing - about 15%.

When you actually care about your clients your emphasis shifts from "trying to sell something" to "how can I help you?" Your sales efforts will then be more productive. Spend time learning as much as you can about the person's unique situation, so that you will be able to offer an appealing, customized solution. During the discussion, your showing genuine personal interest is likely to create a strong desire for your product or service. Then the "close" will more often be something life "It sounds like our solution is what you are looking for, so when would you like to get started?" or "So, where do we go from here?" Look for the "win-win" in every business situation and you will be far more successful in the long run.

Create Sales Opportunities

Would you like to have more opportunities to increase your revenue? Almost every business owner would! Here are some common areas where many of you could produce additional income.

It is essential to recognize that YOU must CREATE these opportunities. It is also therefore important to be willing to try out new ideas, to be creative, to get outside your comfort zone. Trying out new ideas gives you experience and allows you to determine what actually works for you and your business. As you try out various techniques, your confidence in your ability to recognize what does work will increase. Increase the number of "at bat" sales opportunities you have so that you can afford to lose a few and still meet your financial commitments. Organize your weekly schedule to prioritize sales activities. Always 'have your radar up', be alert and willing to speak about your business constantly. With practice, you can learn to do this without being 'pushy'. Done effectively (you have a reasonably good list, a good 'infomercial', good questions, a variety of simple offers, a little discipline and focus), it should yield results when you stick to it.

Here's how to do it:
Put together a list of at least 200 prospects that fit your ideal customer profile. Then create and know your 'infomercial' so you'll be confident of what to say when the opportunity arises. Formulate your offers. Determine various aspects of the prospect's situation that your product or service addresses. Decide ahead of time what kind of questions you can ask to show sincere interest in the individual, and will elicit information that will help you know what specific problems you can solve.

Set aside time every day for sales activities. Set reasonable goals for the number of prospects you will call or visit. Stick with it. Let nothing interfere with this essential activity. Then, make visits to prospective clients! Go and talk with them! In almost every case, you will need to make yourself do this to have a viable business. They will not come to you. Keep track of what works and what doesn't.

Follow up with prospects regularly. Rotate offers. Offer something that will save the prospect time, money or hassle. Be brief, so they will look forward to hearing from you, rather than viewing you as another annoying sales person.

When you follow the steps above, you will get more sales, period! In summary, remember it's up to you to WORK YOUR PLAN!

Be Proactive With Sales Activities

When someone else employed you, your paycheck came from doing the things your supervisor assigned to you. Nothing has changed, but everything has changed! What hasn't changed is that you still need to do the things assigned by "the boss". What has changed is that YOU are "the boss" now so you have to motivate yourself, be proactive with all aspects of your business, especially sales.

It is rare that a new business will start up and the customers will be like carpenter ants and just somehow 'come out of the woodwork'. So, have you identified what activities you need to engage into generating revenue? How do you structure your weekly schedule so that this necessary part of your enterprise is properly cared for?

Here's a very brief synopsis of what you need to do:

• Clearly identify your target market and target customer;
• Create a list of potential customers that fit the profile of your typical target client;
• Devise a plan to make contact with each prospect;
• WORK YOUR PLAN!

Good news! You already did most of this for your business plan as part of the SEA program. If you are struggling with sales, immediately do 2 things:
1. Analyze and revise the marketing and sales portion of your business plan;
2. WORK YOUR PLAN!

Realistically, many wrestle with discouragement because of poor results. I won't "sugar coat" it. Sales is hard work that will likely take you way outside of your comfort zone. However, more good news is that when you make yourself do it, the rewards, both financially and in self esteem can far outweight the inner tussle that needs to take place. So, ask for help! Pick up the telephone, and invite a fellow SEA participant for coffee, with the goal of encouraging and building one another up. Share 'best practices' regarding your sales efforts.

Know What Your Customer Looks Like

Have you written a brief profile of your ideal customer? Analyze their geographic area, demographic characteristics, social class, stage in life, their personality and self-image. List the potential benefits gained from using your product or service (such as convenience, time or money saving, independence from chores or buying behaviour). Identify in what ways you will save them time, money or hassle. Also, consider frequency or regularity of purchase, amount of purchase, brand loyalty and attitudes toward your product or brand, use of cash, check or credit card or customer's desire for personal relationships with you.

It helps to develop a customer profile form to identify potential clients. It might list age bracket, approximate income, occupation, etc. Try to identify different types of customers and the benefits they need and want. Determine some basic characteristics of who has purchased similar products in the past, either from you or other businesses offering similar products or services.

Consider this imaginary case in point for a business-to-business situation: 80% of our clients come from 3 types of businesses, they average 75 employees, most have been in business 15 years or more, they average at least $1 million in annual revenues, they are all in Simcoe County and Muskoka, they have all suffered because of the increase cost of petroleum. Then, go where they go and be where they are. For example, if many of you identified target customers belong to the curling club, perhaps you should consider joining that organization.

Schedule time in your weekly plan for focused sales activities. Discipline yourself to stick with it for a pre-determined time.