Monday, July 26, 2004
Thursday, July 15, 2004
As I type this I'm sitting at Gate 122 at Orlando Airport waiting for a delayed flight to Phoenix. Hey, no problem. I love catching up on the Net and reading e-mail. This new wireless access to the Net is designed for times like these.
INteresting because this morning as i was putting life in perspective and watching another glorious Orlando sunrise (came up in the East today) I thought about mosquitos. yea, they are around in Central Florida. However, like so many problems in life, they can be swatted away easily and usually don't cause great harm.
Yea, in life there is always going to be "stuff" happening to you. It is how you deal with it that matters most. This is the essence of life. As my friend W. Mitchell says, "It's not what happens to you---it's what you do about it that matters." This is the way to live life and enjoy.
So, I just heard from the good people at SWA that they are chaning our gate and I need to skeedaddle over there. Enjoy life. Live it to the fullest.
After all, this is not dress rehearsal---this is the real thing. Enjoy it!
Saturday, July 10, 2004
Monday, July 05, 2004
And Get More Business!
By Terry L. Brock, MBA, CSP
“That which gets measured, gets done” – anonymous management aphorism
So, you want to get more business. That’s nice. So does everyone. What is your strategy to get that?
Oh, I got it--- promise that you’ll (listen how good this sounds…) “deliver improvements in your client’s prospecting and marketing to enhance bottom line performance and effect positive changes for long-term benefits.” Oh, I forgot the other part of that, “Blah, Blah, Blah…”
Excuse me while I roll my eyes!
Yuck! Why do people say that kind of nonsense? Better yet, who in their right mind believes that kind of blather that spews forth from the mouth of salespeople and small business owners?
The answer is no one believes it. It sounds like some theoretical nonsense from the ivory tower. Think about it. Take the kind of stuff that you’re saying to your clients when you promise them what you’ll do, and then think of how you would react to someone whom you hardly know, saying that type to thing to you. Chances are, you’d roll your eyes also!
So, rather than all the consultant gobble-dee-goop, what can you say that will generate serious results---that means sales—in the real world?
In simple English – make it specific and measurable. Make your claims specific so your clients see that you are not just blowing smoke to get the business. And most important---make sure you have solid benefits for the problems they are encountering.
Don’t forget the power of testimonials. We like to hear that others have had good experience with some new product or service before we try it. Hey, chances are, if you’ve been in business for a while, you have some success stories. Most people will give you a quick sentence or two saying they liked what you did for them or how your product helped them. Ask them for their help.
Very important: Get testimonials that are specific. “Terry gave our group a nice presentation” is fine, but it is much better to hear, “Terry customized the speech for our group and address our issue of increasing sales and showed us how to do it. As a result sales increased 23% in the next month.” The second is much more powerful.
Think about this: Which of these statements is more likely to motivate you to put your hard-earned money on the table to buy a product?
Statement A: “This new computer will help you get more work done, faster and in less time and it will be really, really cool” (OK, so, I stressed the “really, really cool” part but work with me on this!).
Statement B: “This new computer will help you access the Internet faster at 22Mbps using the new 802.11g technology. What that means to you is that you will send email faster, your websites will load faster and you’ll get more done. Since you mentioned you want faster access I wanted to mention this benefit for you. Not only that, but also this computer uses the latest in Intel technology to record CDs for you faster and even record DVDs faster. That should help with your new marketing campaign sending out CDs and DVDs to prospects. And the battery life lasts for 4 hours. That should help on those presentations your salespeople do in the field. Just last week Mary Jones purchased this model and she was able to make her sales presentation to a client, press a CD on the spot and she ended up closing the sale!”
Sure, the second is better. But think about it. That statement has a lot more features and serious benefits for the prospect. Yes, you have to qualify the prospect before and make sure you target the needs that are most important to them. But the difference is in the specificity. And that specificity is based on the questions you ask them and the answers they provide you.
The more you state measurable benefits for your clients, the more business you’ll get. If you are a consultant, it would be highly profitable for you to develop a workable tool that you can use to list the benefits you’ll provide your clients. Make them a checklist. Make a grid with what their problem is and what you’ll do to address it. Let them see it, what you intend to do and when you plan to have deliverables for them.
Sure each client is different and what worked before probably won’t work this time. Think of what Napoleon did. He was a great planner. He spent more time planning his battles and means of attack than any general had done previously.
And here’s the real kicker---most of the time Napoleon Bonaparte did not use his plans. However, he knew what he wanted to accomplish and kept moving in that direction. Plans changed, the enemy did things that weren’t planned (strangely they didn’t inform Bonaparte of their intentions) and battlefield conditions were constantly shifting.
But, having a measurable plan of action made the difference for Napoleon in the 18th and 19th Centuries and it will for you and me in the 21st Century.
Be more specific with what you’re going to do. Have tangible documents showing what you will do for this client. Back it up with proof of how similar strategies and tactics have helped other clients you’ve had in the past. This approach will yield a lot more benefits that just “winging it” when you’re out there in the real world trying to get business.
Terry Brock is a marketing coach who helps business owners market more effectively leveraging technology. He shows busy professionals how to squeeze more out of their busy days using the right rules and tools. He can be reached at 407-363-0505, by e-mail at firstname.lastname@example.org or through his website at www.terrybrock.com.
Copyright © 2004, Terry Brock, All Rights Reserved Internationally. No portion may be reprinted or used in any way without prior written permission. Permission granted to Biz Journals to use in regular publications.