January, 2009 – Merry or Scary New Year

Happy New Year!!! With daily headlines on bailouts, bankruptcies, etc., business owners everywhere are bracing themselves for 2009. There are no quick fixes for fear, still some small changes can make a big difference in how you think, feel and function. Here are SIX (6) ways to make the best of 2009.

1. Resist playing it safe – Break away from the pack. While everyone else is chewing their fingernails, you can stand up and stand out by getting noticed for your talent and contributions.

2. Skip the “pity party” – It’s tempting to commiserate with family, friends and fellow business owners but don’t do it. All it does is stoke your fears and shake your confidence even more.

3. Form a posse – Create an inner circle, a small support group or just one other person, who you can trust and turn to when the going gets tough. Take turns injecting a daily dose of hope and optimism.

4. Grow your skills – Expand your capabilities and boost your marketability. Invest in YOU.

5. Think big – Select one major action that you want to achieve for the new year and break it down into little steps and get started.

6. Get ready for the rebound – Plan for a brighter tomorrow as the economic clouds will lift, they always do. Start thinking about where you are and where you want to be AND how to close the gap.

NOTE: Never, ever stop marketing your business. Promote your business whether the economy is strong or weak; promote even when you may not have the money.

Businesses that promote while others cut their marketing budgets have a better chance of making more money…even if the economy is shrinking.

If you need some new fresh marketing ideas or just need a sounding board for your existing ideas, feel free to call me at your convenience.

“You do what you do best and let me do the rest”.

Grab business with your business cards

Business cards that are imprinted on only one side are half as effective as those that have valuable information printed on the other side. Place a description of your shop on the flip side, your hours of operation, mission statement, shop specialties or a map that shows the location of your shop and delivery area.

An initial, one-hour, consultation will give you an opportunity to “think about tomorrow, TODAY”. – A $50 investment in YOU!!!

Direct Mail

The 3 M’s of successful mail marketing:

The Market – the number of people who need or desire the product or service enough to be willing to make a purchase.

The Message – The words and images and special offers used to get attention and get customers to take action now.

The Mailing List – The people who receive a mailing and how closely these people match up to the types of people who are known to have a need or desire for the product or service.

To get good results from a mailing, you need to send a compelling message to a carefully selected list of people who need or desire your product or service AND have the means to acquire it now.

Marketing Budget???

The marketing budget of your company is often treated as an unnecessary burden that does not add anything to the bottom line, but that is simply “bad logic”. While the sales department only meets the demand for a company’s product, it is marketing that creates that demand in the first place. In a competitive world, good marketing gets your product noticed out of the clutter of dozens of similar products and creates a preference in the mind of the customer.

A good marketing strategy is direct and focused. It concentrates NOT on the products but on the customer – their needs, their tastes, their aspirations and their feedback.

*Carol’s Confident Comment: “A thing does not go wrong because of some perverse fate. It is more than likely that you lack the proper approach.” - Norman Vincent Peale

Selling yourself to new clients

Sales is a lot like dating and the secret is paying attention to the details – just like you would on a first date.

Some tips for attracting-and keeping-new clients!!

• Desperation is NOT attractive. Approach prospects as if you didn’t need their business – but would like it.

• Make them know you want them. Be interested but not too interested and if the match doesn’t fit, you must be willing to walk away.

• Confidence is key. Prospects want to work with people who are confident – please don’t be arrogant!

• Listen more than you talk. Ask questions.

• Image is everything. You wouldn’t leave for a hot date without looking your best, so don’t show potential clients a less-than professional appearance.

• Go where the people are. You can’t find prospects by sitting at home.

• Nobody likes a whiner. Let clients vent, but don’t expect them to listen to why you had a bad day.

• Always call. Call them the next day to follow up on previous conversation.

*****If you would like to receive additional tips on how to attract AND keep clients, call for an appointment today!*****

What in the world is an elevator speech?

An elevator speech is a short description of what you do that is told to someone else in the time it takes an elevator to go from the bottom floor to the top. Good elevator speeches last about 10-15 seconds and contain enough creativity and information so they’re remembered long after they’re given.The worst thing you can do – When asked “what do you do?”, the worst answer you can give is “I’m an ______________ (accountant, lawyer, consultant, etc.) Answering like this only tells your listener what you are, not how you help others. When you label yourself this way, you forgo any discussion of the benefits you provide to others and leave this up to the listener to figure out on their own.

A great elevator speech is made up of three (3) distinct parts; the hook, deliverables and benefits, and finally putting it all together. Follow these steps to develop an elevator speech that turns heads.

Step #1: Develop your own hook. A hook is a catch phrase whose sole purpose is to get someone’s attention. Here are some examples:

Occupation —- Hook

Landscape Gardener —- I turn the world green

IRS Agent —- I’m a government fund-raiser

Nutritionist —- I teach people how to behave in front of food

Each one of these statements begs the question, “how do you do that?”

Step #2: After being asked for more information, explain your deliverables or in other words, explain what your service or product provides.

I specialize in ______________________ (action verb followed by your deliverables) for the _______________________________ (your target market).

Step #3: Practice, practice, practice your own personal 10-15 second elevator speech until it becomes as comfortable as your shoes.

NOTE: If you need assistance with making your business stand out with a great “elevator speech”, please contact Carol Birkey.

“Keep Customers Calling”

Businesses spend a lot of time, energy and money finding new customers. They advertise, hand out coupons and practically do headstands to generate new business.

In the shuffle, it’s easy to forget a company’s most important customer – the one who’s on the phone right now. The fact is, it costs businesses six times more to gain a new customer than to retain a current one.

Here are some tips to help you create legendary customer service:

1. Make customers feel important – Call them by name, ask them to tell you about themselves and ask questions about their accomplishments.

1. Exceed expectations – Constantly look for ways to give customers more than they expect.

1. Show thanks – Let customers know you are thinking of them. Send customers congratulatory cards for birthdays, promotions, graduations, etc. Most customers only hear from businesses when they’re trying to sell to them —- be different.

1. Listen – To get your customer to believe in you, have confidence in you and buy from you – truly listen to them.

***Quote: “Kindness is the language which the deaf can hear and the blind can see.” – Mark Twain****

“With personal coaching, I assist you in making more money, saving more time and networking more effectively.”

http://www.Carolbirkey.com
Personal Business Coach/Office Support

5 Marketing Mistakes you Can’t Afford to Make

In virtually every area of business, there will be pitfalls along the way. Marketing is NO exception.

1. Mistake #1 – Eliminating marketing efforts when times get tight.

When cash flow slows, advertising, direct mail and other forms of marketing are the easiest expenses to reduce, right? But cut these and you eliminate the very activities that will bring in new customers to turn your business around. By stopping your marketing efforts, you will be setting yourself up for additional loss of business.

2. Mistake #2 – Not measuring results.

Don’t wait until times get tight to start measuring the results of your marketing efforts.

Ask customers how they found your business and then track the results.

3. Mistake #3 – Putting all your marketing dollars in one area.

If your entire marketing budget is used on just one method of promoting your business, you won’t realize the highest return on your investment. Diversifying your efforts will increase the frequency and reach of your messages and stretch your marketing dollars.

4. Mistake #4 – Allowing your ego to get in the way of common sense.

Ego can tempt a very bright person to do dumb things. Your marketing decisions should be based on factors that will positively impact your bottom line. Buying full-page ads or covers featuring yourself and not focusing on your business’ unique offerings may result in money out the window.

5. Mistake #5 – Not Getting Help when you need it.

If you find you’re too busy to handle your marketing efforts or that your materials aren’t looking as professional as they should, it’s time to call in the reinforcements. Hire an independent business consultant to bring in new concepts and fresh ideas.

Carol Birkey
Business Coach/Office Support
816-781-8053

“I look forward to moving your business forward”

Networking – 3 M’s – Myths, Mistakes and Mission

Myths, Mistakes and Mission of Networking:

* Leads: the biggest networking myth – by simply attending meetings regularly, you will get sales leads.

* Easy Money: I have heard networking is the lazy man’s sales manager. Truth is – effective networking is hard work, but it pays dividends, year after year.

* Taking AND not Giving: the best way to get a sales lead, is to give a lead to someone else.

* Familiar People: the last people you want to network with, are the people you already know!!!!! Force introducing yourself to as many people as possible that you don’t know.

* Lack of Follow Up: If you don’t intend on following up, please stop networking. Courtesy and professionalism dictates that you follow up with referrals and leads.

* Forgetting to Say Thank-You: Unfortunately this is a more common mistake than you would think. Make sure to recognize people who introduce you to a networking group and provide referrals.

“Invest in your future — give someone a lead today!”

More business coaching information on my main website carolbirkey.com.