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Use Scripts to Increase Your Business

If you’ve ever been to the theatre to see a play, you probably have a good idea why actors stick to the script. The story is already laid out, the characters are already developed, and everything is organized in a way that the audience can understand and enjoy. Sure, unforeseen circumstances happen and sometimes the actors have to ad lib, but for the most part, everyone on stage has a clear plan as to what needs to be done. The same concept can be applied to direct sales and small businesses. Here are some ways in which you can use scripts to in a variety of situations and grow your business.

Situations Fit For a Script

Informal conversation – How many times have you found yourself talking to a stranger, an acquaintance, or even family member who asks about what you do for a living? Instead of letting this possibly golden opportunity go to waste, prepare a concise description of your business that is not only brief and informational, but also may prompt further questions and interest from others.
Follow-up calls – When calling customers to follow up on a transaction, you need to be prepared for both positive and negative feedback and questions. Having a few responses planned that will help solve a problem or lead to a future purchase will solidify your relationships with customers.
Collecting money – Possibly one of the most difficult aspects of being a business owner is having to be your own Accounts Receivable Department. It can be uncomfortable to ask others for money, even when it is rightly owed to you. Depending on the situation, a script can be extremely helpful for staying professional while getting to the point and being direct.

How to Use a Script

Map out your ideal conversation. Whether you’re meeting a potential customer for the first time or introducing a new product to a longtime client, actually write out how you would want the conversation to happen. Chances are slim that things will play out this way in reality, but having a goal to reach will help you navigate any obstacles that pop up when speaking with clients and colleagues.
Identify potential pitfalls. You know this magical ideal conversation won’t exactly be the one that is actually taking place, so identify where and how it might go astray. Consider using a flow chart format for anticipating responses from the person to whom you are speaking and how to handle those responses. Don’t be afraid to get creative and tailor it to fit your situation; for example, color coding a flow chart or using post-it flags to help you find what you’re looking for in a pinch can make a script more efficient.
Rehearse! Of course, you don’t want what you’re saying to sound scripted and/or rehearsed, but you do need to be well-prepared in order to be confident and exude competence to your customers. Practice what you want to say in front of the mirror, with another person, or even on a voice recorder. (Listening to yourself will enable you to analyze your tone of voice and how others may perceive you.) The more prepared you are, the more comfortable you will feel, and the more successful you can become.

Using scripts to help you in networking, customer relations, and other business situations can be a real asset to your business. How have you incorporated scripts in order to grow your business? Please share with us in the comments section below!

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Habits to Build Your Business

Think about something positive you do during the course of any given day that would be considered habitual. Jogging every morning before work? Checking in on a loved one with a phone call? Reading at least a few pages a day of a new novel? Chances are you have established some good habits throughout your life that enrich you in some way. Building a successful business also requires good habits. How many on the following list are part of your business protocol?

Set goals. This tip includes both short term and long term goals for your business. Maybe a short-term goal would be to update and enhance your website. What can you do each day to achieve it? A long-term goal might be to expand your overall online presence by year’s end. What can be done each month to reach it?
Define success. Success is measured differently by everyone, so take some time to reflect upon what is important enough that represents success to you. For some, it might be a dollar amount; for others, the flexibility to make one’s own hours. Your definition of success may change throughout your time as an entrepreneur, but having a concrete idea of what it actually is will keep you motivated and on task.
Prioritize. It can be tempting to try completing everything that needs to be done all at once. However, this is unrealistic. Owning a business requires stamina, and without pacing yourself, burnout is bound to happen. Prioritize your tasks and reassess your list regularly.
Organize. Disorganization can literally cost your money. If you need to bring order into your office, do so immediately. If you are already sufficiently organized, establish habits that will encourage you to stay that way. Small business ownership is a sort of juggling act, one in which chaos and clutter have no place.
Personalize. The one huge advantage small businesses have over corporate giants is customer relationships. Assess the relationships you have with your customers and the service you provide them. How can they be improved? What can you offer that goes above and beyond? Word of mouth is a powerful thing, and being a poster-child for exceptional customer service will benefit your business in a multitude of ways.
Identify the bad habits. The creation of good habits must come from the replacement of bad ones. Figure out what you are perpetually doing that is ineffective for your business, and come up with a way to replace those things with good habits. For example, do you procrastinate when following up with customers? Replace this bad habit by dedicating a set window of time every day or week to exclusively contact your customers that need a follow-up. Stick with this plan consistently, and before you know it, it will be second nature for you to stay on top of customer service.
Change one thing at a time. As with anything new, it takes time to make the behavior habitual. Do not try to change your whole work life in one fell swoop. Choose one element on which to focus, and perfect that first before moving on to the next. This will facilitate consistency and long-term maintenance of those good habits.

What habits do you practice that contribute to building a successful business? Please share with us in the comments below!

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Direct Selling & the National Economy

Direct Selling & the National Economy

By Amy Robinson

In a recent edition of DSA’s weekly publication, InTouch, a number of executives from some of the top companies in the direct sales channel weighed in with their insights and expectations for direct selling in 2012.

It comes as little surprise that each executive expressed great excitement and optimism for what lies ahead in direct selling. Our industry offers an incredible opportunity to men and women of all ages, races and educational backgrounds. Our companies and their distributors participate in countless philanthropic efforts at home and abroad, and many of our companies have received recognition for taking the lead in eco-friendly and environmental awareness initiatives.

It’s easy to recognize how this industry positively impacts the lives of millions around the world, but in many cases that impact isn’t fully represented in the national or global economic picture.

To borrow words from AJ Deeds, President of DSA member Loving Works, LLC: “One of the most significant issues for direct selling companies is that the jobs we create aren’t counted in national employment statistics. One of the underlying barriers to direct sales is that we’re not often acknowledged as a major contributor or even seen as a real player in the economy, and that’s something that needs to change.”

I think it’s safe to say that most every man and woman who works in direct selling has probably pondered a similar thought at some point or another. With a clear focus by lawmakers on creating income opportunities (for example, the American Recovery and Reinvestment Act (2009), the Hiring Incentives to Restore Employment Act (2010), the Education Jobs Act (2010) and the Small Business Jobs Act (2010) – which created a $30 billion fund to provide capital to small banks in order to increase lending to small businesses, just to name a few) why hasn’t much attention been paid to the direct sales channel, which offers nearly 16 million people in the US alone a unique business opportunity and, for many, a much-needed source of income?

Direct selling provides countless college students with extra income to put towards education loan payments. It empowers stay-at-home parents to fulfill a lifelong dream of owning a business while balancing their family obligations. It motivates military spouses to own and operate a successful business even when military obligations require them to move frequently and often on short notice. It enables retirees to earn extra income, and many others the ability to support their families without the stresses of 9-to-5 life.

As AJ said himself: “While we have more success stories than can be counted, we are rarely considered for, much less invited to, the national leadership table. By bringing the stories of our industry forward in 2012 to a national stage, we, the direct sales channel, can represent part of the economic solution.”

It’s unfortunate that an industry that generates more than $28 billion for the U.S. economy each year through sales alone, not to mention other sources of economic impact, isn’t recognized for the potential it holds to solve at least a portion of our country’s unemployment situation. With that in mind, perhaps 2012 is the year where direct sellers everywhere can focus on spreading the word about the opportunities we offer to work toward recognition as an economic force that changes people’s lives.

Amy Robinson is the Direct Selling Association’s Chief Marketing Officer and Senior Vice President.

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DSEF & Money Wise Women: Using Social Media to Build Your Business

Today’s highlighted post from Money Wi$e Women Get Smart Teleseminar Series (Click here):

Using Social Media to Build Your Business

Do you understand social media and how to use it? Jennifer Fong will discuss the differences between social media for personal and business use, how to get started with social media, and social media tools to consider using for your business.

Jennifer Fong

Jennifer Fong is a social media speaker and consultant who teaches direct selling companies and individual direct sellers how to use social media effectively as a business building tool. A former direct sales company CEO, Jennifer built her company from the ground up, and understands what it takes to build, lead, and train a team, as well as the underlying principles of any direct selling business: network, sell, and recruit. She combines her expertise in direct sales with her passion for social media marketing to provide direct sellers with the knowledge they need to put social media to work for their businesses in a strategic and profitable way.

http://jenfongspeaks.com

DSEF proudly sponsors the free Money Wi$e Women Get Smart Teleseminar Series hosted by Marcia Brixey, Founder and President of Money Wise Women Educational Services and author ofThe Money Therapist: A Woman’s Guide to Creating a Healthy Financial Life. The series covers topics related to business and finances and provides women the opportunity to learn from professional experts in a safe, comfortable environment.

To find out about upcoming teleseminars, visit http://www.moneywisewomengetsmart.com/

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DSEF & Money Wise Women: Learn to Say No: Adding Pause, Reflection and Focus to Your Life

Today’s highlighted post from Money Wi$e Women Get Smart Teleseminar Series (Click here):

Learn to Say No: Adding Pause, Reflection and Focus to Your Life

Women too often respond ‘yes’ or ‘no’ to demands by checking whether their calendar is free. Women need to start checking with their own goals to see if the request fits in.” — Jackie Farley, Ceo, CenterPoint. This applies to everyone — men and women. Our lives have taken on the speed of technology, amazingly unlimited opportunity, and “too muchness!” It’s time to step back and put life back into our lives. That includes pause, reflection and focus. Learn to make conscious choices to say no when necessary. Learn three tools to help you figure out what to say no to and how to actually say no. Here’s how.

Kathie Hightower

Kathie Hightower is an international speaker, author and writer working from her home office at the Oregon Coast. Author of Simple Joys: Little Things That Make a BIG Difference, the Jump Into Life Workbook, and frequent contributor to publications worldwide, Kathie does intensive, ongoing research for her writing and her seminars. Her focus is helping people pump up their energy, creativity and joy in life. A speaker and writer since 1990, Kathie has spoken to corporate, wellness, and military groups all over the United States, Europe, Japan and Korea. Kathie is also co-author of Help! I’m a Military Spouse —I Get a Life Too! soon to come out in a third edition. She has other books and a novel in the works.
www.jumpintolife.net
www.militaryspouse.com

To find out about upcoming teleseminars, visit http://www.moneywisewomengetsmart.com/

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Tips for Better Small Business Videos

Think about your favorite television show. What exactly do you like about it? Chances are, there is some connection made between you and a character, theme, or story; this connection is what makes you keep watching. The same holds true for online videos, which is why you should be creating them for your small business. You don’t have to be a professional videographer to shoot an effective video, but there are some tips to follow to make the most out of yours.

Keep it brief. The most effective videos are under two minutes in length. Even if there is something in your video will draw the viewer in to watch for a longer period of time, the second a person sees that time length bar at the bottom of the screen, he or she is likely to click away for the simple reason that it is too long. When scouring the internet for information, people want to find that info easily and quickly. Choose only the important points to highlight your message. Tip: Be sure to include a call to action somewhere toward the end of your video which directs the viewer to visit your store or click the link to your website, for example. This keeps your video in the viewer’s mind before he or she moves on to the next one.
Get personal. Stock footage of products or locations and frames of still photos are generic. Viewers will make the same assumption about your business. Instead, record a video that features your real staff, location, and products. Consider featuring an introductory greeting from you, the owner, and if applicable, candid footage of your staff on the job. Also, don’t be afraid to use humor; keep it professional, but you definitely want to give your video some personality.
Choose a theme. Your video should have a point. Are you introducing your business to the world? Are you featuring an innovative product? Answering frequently asked questions? Whatever you choose to do, make sure everything in the video is centered on the theme so as not to lose focus or make your viewers click away. A great way to plan your video is to write a script before shooting any actual footage. This will give you a clear plan of action and allow you to see if anything is off-topic before you even begin.
Feature tutorials and product demonstrations. Which is easier: reading about how to cut up a pineapple or watching someone actually do it? Nowadays, when people want to learn how to do something, they find a video online that physically shows them what they want to learn. Most people are visual learners and prefer this type of medium anyway. Furthermore, you are giving the potential customer a glimpse into the user experience, which is extremely important. People want to know exactly how something works before they buy. Take advantage of this by using tutorials and demos that work for your business.
Use music. In doing so, you will be able to set the mood for your video and evoke a feeling from the viewer. Also, music is a perfect way to fill in any gaps of silence between narrations and transitions. There is a plethora of open content on the web as well as music that is public domain, so copyright infringement will not be an issue.
Share your video socially. Your video does no good if it is not being shared. Posting it on YouTube is the best place to start. Make sure you choose a title for your video that will optimize your search results. Tip: Search keywords for your video in the YouTube search box to see what comes up. If it’s something you’d rather not be associated with, then you’ll be able to choose more wisely. Having effective keywords is more important than ever, especially with people’s increasing reliance on Google Instant, which shows results as you type in your query. With more and more people using smartphones to search for and view content, Google Instant has become another must-have convenience for most.
Preview your video before posting it. Check to make sure that there are no items in the background that may offend, look messy, and that you don’t want others to see. Finally, make sure your video quality is good and reflects well on your business.

By following the suggestions above, your video will already be a cut above most of what is out there right now. What other tips can you offer for creating an effective video? Please share them with us below!

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Socialize to Increase Business

Socializing is the art of meeting and engaging people. Mastering socialization skills will not only help you in developing better relationships, but will also increase your business. Incorporating these characteristics into your everyday interactions will help you find and reach your target market.

Sincerity – Most people can see through a fake smile or greeting and are therefore turned off by it. Be genuine in your interactions. Your customers will know that you truly do care about satisfying their needs and giving them a positive experience.
Confidence – Project confidence not only in yourself, but also in the product/service you are offering and the manner in which you conduct your business. It reassures your customers that you are knowledgeable about your field and qualified to meet their needs.
Inquisitiveness – Getting people talking is all about asking the right questions. It is of utmost importance that your customers feel that you have a sincere desire to learn more about them, but they won’t divulge anything without being asked. Decide what you really should know about a customer to meet his or her needs and strike up conversations with people that relates to those topics. Tip: Create a “script” to get you started that includes a few pre-planned questions, topics, or anecdotes to break the ice or fill a pause in a conversation.
Listening – There is a great difference between hearing what is being said and listening to it. Listening requires you to process information; a person can easily tell if you are listening to him or her. Show that you are listening by responding when prompted, making eye contact, and reading the body language of those to whom you are speaking. Tip: Listening skills role-play makes a great activity for professional development. Plan a few topics ahead of time, and take turns speaking about and listening to them for five minutes at a time.
Positive – People are turned off by negative people. Make sure your conversations stay positive. Even if the conversation turns critical, always maintain a positive view. The impression you will leave after the conversation is an optimistic and can do person. And that’s the kind of person people want to do business with.
Promote others – Make sure most of your conversations are about others. This shows people that not only are you caring, but also gives you an opportunity to highlight your ethics and values. Customers are loyal to businesses that they like and trust.

Places to socialize with your target market:

Community events and hot spots (local fundraisers, playgroups, sports games, farmers markets, dog parks)
Informal and formal parties (summer barbeques, beach outings, holiday cookie bakes, New Year’s celebrations)
Online through blogging, social media sites (Facebook, Twitter, LinkedIn, etc.), your business website
Self-sponsored open house or grand opening event

However you choose to do so, socializing with your target market requires you to know exactly who they are. Once you have identified them, put yourself in situations that allow for meaningful social interactions. You will not only promote your business, but also learn more about how to satisfy your customers’ needs in the process.

How do you interact socially with your prospects? Would love to read your thoughts in the comments below.

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Improving Your Customer Engagement

In this era of big box store dominance, it is more important than ever to help your customers feel that doing business with you is a worthwhile experience. Improving your customer engagement builds customer loyalty, which in turn can help grow your business. There are several ways to develop relationships with your clients so that your engagement with them results in a positive perception of you and your business.

Make yourself personally available to your customers. As a small business owner or direct seller, you have an edge over big corporations in that you are able to personally interact with your customers. Be sure to provide your customers with every possible way to reach you. Use it to your advantage by taking some time out to contact them once or twice a month. Make a phone call, send out an email to 15-20 customers a month, connect over Facebook, or make time to have coffee with a few of them. Discover their passions, connect and start the conversation with topics important to them. Then, ask how satisfied they are with a recent purchase, ask if they need further assistance, and find out if there is some other way you can be of service to them. Your customers will appreciate and remember the individualized attention, and won’t hesitate to mention you to their friends.

Use social media wisely. If the thought of maintaining a Facebook page, a Twitter profile, a website, and a blog are overwhelming to you, then don’t try to do everything at once. Start with Facebook. Be a positive and supportive voice online. Post fun, useful tips and be their cheerleader online. Treat them like a friend, and they’ll remember how you made them feel.

Ask and listen for feedback regularly. Most people find it difficult to hear others point out what they’re doing wrong. However, it is essential to seek out constructive criticism in business because not only will you be able to improve, but you also show your customers that you care about their satisfaction. Eliciting feedback can be done in a variety of ways, including email and phone surveys, face-to-face conversation, and links placed on websites and blogs. Be creative in your search for feedback; you can use reward and referrals systems, contests/giveaways, or even feedback parties. Whatever you decide, make sure your customers know they are being heard by taking their suggestions to heart and thanking them for their input.

Invite your customers to participate in your business. Many small businesses are encouraging participation by using “customer models” in ways that promote a product or service. For example, a company that sells clothing or jewelry could ask customers to Twitpic a photo of themselves wearing a product, which would then be displayed in a special section of the company’s website. By doing so, you are incorporating your business into your customers’ lives and making yourself more memorable than your competitors. And to top it all off, you’re interacting with customers and promoting a product all at the same time.

Promote your values and build trust. Regularly talk about what’s important to you and the high standards you bring to your business. Put your high standards on your marketing materials and in your business practices. Your customers will begin to depend on your services/products and trust you as a person.

Customer engagement is all about having a genuine concern for your customers’ satisfaction. With that idea as your guide, any or all of the above ideas can be tailored for your specific needs and allow you to improve your relationships with clients.

How have you engaged with your customers? Share your ideas with us in the comments below!

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Seven Ways to Get Others to Promote Your Business

When other people talk about your business, it increases credibility and adds value to your brand. But when people want to help you promote your business, do you know what to ask them to do?

Here are ways that other people, such as family, friends, community members, and network associates can help you promote your business.

Display your literature. Something as simple as a brochure on a table in a waiting room can pique the interest of potential customers. If designed well, such promotional materials will attract others to pick them up, read them, and ask about them. Other places to display information are community bulletin boards (clubhouse lobbies, libraries, municipal buildings, and online newsletters), local businesses with whom you have no direct competition, and places of worship. Increasing your visibility can quickly add to your customer base. Remember to ask permission from the appropriate people before doing so.
Showcase your testimonials and reviews. Highlight your loyal client testimonials and reviews of your products/services in your literature, online presences and other marketing materials. People will be more likely to trust what their neighbors, friends and family say about your business than any other kind of marketing.
Reward referrals. People who help you promote your business can provide prospects that may be in need of your products or services with your contact information, a little bit about you, how they know you, etc. If you have an incentive system in place to reward those who give you referrals, they will be more likely to continue doing so.
Sponsor events. When holding an event such as an open house, recruit others to donate space, equipment, advertising, or other resources needed. This kind of help can be mutually beneficial as it increases the visibility and promotes the interests of all involved. For example, if you sell jewelry and are running a holiday shopping promotion for corporate customers, ask someone you know who works in an office setting to let you set up in their conference room, talk up your event to coworkers, and perhaps recommend a local deli to provide finger foods and beverages.
Use social media and contests. You most likely already have a website, Facebook page, Twitter account, blog or any combination of these set up. One key to making these work for you is to get others to want to share your content with their friends. Consider setting up contests, polls and games that give out prizes. This encourages sharing of your information, products, or events and maximizes the effect that word of mouth can have.
Invite you to relevant events. Many business organizations hold conventions, workshops, and seminars for their members and guests. Ask members of such organizations to invite you to one of these events. For example, a workshop for interior designers would be a great place for a self-employed home organizer to meet prospects who may either be in need of their services or who regularly work with others that do. Not only will you gain valuable information there, but you will also have a chance to meet potential customers.
Tap influencers. Seek out influencers in your community and provide them an incentive to promote your business. The difference here is that influencers generally have larger networks and/or have more credibility. The key here is again to have them share your information and provide a testimonial to increase word of mouth.

Decide what methods you are most comfortable with in getting others to promote your business, and make a list for yourself. Incorporate one of more of these methods on a regular basis to facilitate the growth of your business.

What have you found to be an effective way for others to promote you? Please share your ideas and experiences below!

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Helping Customers Find You

Think about the last time you wanted to make a purchase that required some research, whether it was a new car, a new TV, some furniture, or a bike for your child. What was the very first thing you did? If you’re like most people, your answer can be summed up in one word: Google. When consumers are in the early stages of buying something, they are likely to turn to Google. So how can you use this to your advantage? Read on for some ways to make yourself more visible online and offline.

Online commenting is a very effective way to drive traffic to your website. Write brief but meaningful comments on sites that are relevant to your business. You can also write reviews of books about your industry on sites like Amazon or Google Books. Participating in this type of online discourse will allow you to network with other likeminded people in your field, and eventually make your name more recognizable on the web. Furthermore, frequent commenting on well-chosen sites can increase the likelihood that people will find you on search engines like Google.

YouTube and podcasts are also available resources for you to use in your search for new customers. Do not dismiss YouTube as solely a website for young people watching viral videos. Many businesses are now using YouTube channels to post all kinds of videos such as tutorials, product demonstrations, and mini-advertisements. Include the link to your website so viewers know where to go for more information. The same goes for podcasts; for people on the go, they are a necessity. Consider using this medium to communicate with not only prospects, but current customers as well.

Smartphone apps are a must for any brick and mortar business. By registering for popular apps like FourSquare, Google Places, Yell, and GoWalla, you can take advantage of the ever increasing use of smartphones by current and potential customers. Most of these apps are available for iPhones as well as Android and Blackberry phones. People use these apps not only to find the location of a business, but also to link to the business website and read reviews by other users.

Here are some more ways –
- Signage on cars
- Fun signage/banner/T-shirts for your clients to display
- Testimonials
- Online/printed Reviews
- Follow up cards, emails and phone calls
- Seasonal promotions for your community
- Sponsor charities and causes in your community
- Weekly workshops and/or presentations in community hubs
- Partnering with other businesses
- Referral exchange – where you refer business to them and they refer business to you.
- Sporting/community event meet and greet
- Offer online/offline contest and give-a-ways
- Joining or starting organizations and clubs

Many of the methods listed above are low-cost ways to help customers find you. Make the most out of your online presence, but don’t forget to also make it easy for your local community to find you offline as well.

How else can you increase your visibility to gain new customers? Share your ideas below!