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Selling You

There is a significant difference between buying something and being “sold.” Your customers want to have confidence in not just the product or service, but the person representing it. For this reason, it is important to sell yourself effectively and open doors for new opportunities.

Be Yourself. As obvious as this may seem, it’s a pitfall of many people in the sales industry. Don’t try to do and say what you think the customer wants to see and hear; people are turned off by lack of sincerity. Identify your strengths and highlight them in your customer interactions. This will also make a relationship you build easier to maintain.
Make a great impression. The average consumer is bombarded by advertisements in their various forms all day long. What can you bring to the table that will impress your customers? Plan ahead what your objective is for that specific situation. This way you won’t have to rely on a generic sales pitch that may not relate to the circumstance or may not have any relevance for the person to whom you are selling.
Demonstrate good character. “Our character is what we do when we think no one is looking.” With this quotation in mind, conduct your business with integrity. If you promise something to a customer, make sure you can deliver. This also applies to the way you interact with customers; express a positive demeanor, practice good manners and common courtesies, and follow through on your end of the relationship.
Listen. Just as most people don’t want to be “sold,” they also don’t want to be talked at. Effective communication involves a great deal of give and take. You may have the perfect dialogue planned, but the conversation takes an unexpected turn. Listen to the customer’s concerns, questions, and information to be able to respond appropriately. It will be clear to the person that you are truly listening, which is will be greatly appreciated.
Dress and speak appropriately. This may vary greatly depending on your industry, but your personal appearance and conversational skills speak volumes to others about how you conduct business and the kind of person you are. Make sure that these things are positive reflections of yourself that will contribute to and benefit your business.
Educate and provide solutions. Customers may not even realize they have a need for your product or service, so demonstrate your expertise by educating them not just about your specific product, but about products like it in general. From there, you will able to highlight why your product would best suit the customers’ needs. Additionally, you should be able to accurately answer any questions the customer has about your product, your business, or you. By focusing on the customer, you are essentially selling yourself as a person who can enrich his or her life in some way.

Selling yourself is about showing who you truly are and conducting yourself with a good balance of confidence and humility. What tips do you have for “selling you”? Please share them with us below!

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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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How to Build a Unique Business

What is the first thing that comes to mind when you see a red bullseye? If you’re like most people, your answer is Target. What is it about Starbucks that makes it different from other coffee establishments? Perhaps it’s the taste of the coffee itself, the blended language of their drink sizes, or maybe even the first place to bring the culture of Italian espresso bars to the U.S. These are exceptional examples of a million dollar idea, but they are also standards that we can look up to. Sometimes it seems as if everything has been done before. Even so, your business can be a unique endeavor if you can apply and incorporate your own individuality.

Focus on your personal strengths. Even if your business is very similar to others, there is only one you. Do some serious personal reflection to pinpoint what makes you different. What can you bring to the table that no one else can? For instance, you may be one of many direct sellers in your area working for the same type of company. However, use your strengths to make yourself stand out from the rest. A consultant with a background in theatre might do very well using his/her knowledge and expertise to create an entertaining and polished sales presentation unlike any that customers have seen before. Your business is a reflection of who you are, so take advantage of that, and give it your personal flair.
Choose a micro-niche. Instead of casting a wide net and trying to cater to a large market, narrow down your business and your target market. The more narrow and specific you make it, the more recognized in your field you will become. For example, a hair salon might focus on children’s hairdressing. A micro-niche would be a salon that specializes in children’s hairstyles for the pageant circuit. Now, a very specific target market can be reached, and the business can become a well-known one among those in that circle.
Make customer service a top priority. Considering experiences you have had with other small businesses, what were their strong points? Where were they lacking? Use this knowledge to perfect your own customer relations. Is there something you can offer that goes above and beyond what your competitors are doing? Think about learning your customers’ names, something personal about them, and what they could get of your business that would somehow make their lives easier or more pleasant. Modern technology has stolen much of our culture’s person-to-person interaction, so the better your customer service is, the more memorable you will be.
Use unusual interests to your advantage. Whether you are starting a brand new business or looking to make an existing one more innovative, take a close look at your own interests. Is there something unique or unusual about them? For example, a forward-thinking individual named Jason Sadler developed an idea for wearing t-shirts to advertise companies wanting viral exposure. His website has become its own community of people viewing and sharing his team’s content.

The key to building a unique business is identifying your own personal distinction. What other ways do you bring originality to your business? Share with us in the comments section below!

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What Do Your Customers Want?

In any given industry, customers have a plethora of businesses from which to choose. When they finally do make that choice, they are doing so because the business offers something they want. As a small business owner or direct seller, you have the advantage of catering to many different types of customers, so finding out what they want is essential to building your business. Read on for some suggestions.

1. High quality products/services – In these tough economic times, making the decision to spend any amount of hard-earned money is a serious one for lots of people. Nobody wants to put money out for something that is poorly made or not performed correctly. Make sure what you are offering your customer is something that you would feel good about purchasing yourself.

2. Friendliness – Odds are that you already enjoy interacting and socializing with your customers; this is a quality that it priceless in small business. Customers want to interact with others who are friendly, courteous, considerate, and generally pleasant to be around. Show them that you value them above any sale.

3. Convenience – It seems that people’s everyday lives are getting busier and busier. Implement convenience measures into your business model that work for both you and your customers. Can they find product information and complete orders on your website? If there is a problem with a purchase, can they easily contact someone who will resolve the issue? Make their shopping experience not only a positive one, but an easier one as well.

4. Knowledgeable staff – If you employ others who have regular customer contact, they should be thoroughly trained in all products/services offered and any purchasing policies that may be in place. Many potential customers do their own research before they buy, but often the tipping point is in the answers that can be acquired from a real live person in the business. For example, before purchasing a new camcorder to capture videos of the new baby, first-time parents might spend a good amount of time online researching the different features, prices, and reviews of various products. However, they will usually decide exactly which one to buy and where to buy it based on how well the staff can answer their questions and help guide them in the right direction to suit their needs.

5. The right to change their minds – For whatever reason, sometimes a purchase just wasn’t the right one for that person. When that happens, how do you react as a business owner? Make it a core value of your business that customers should leave happy with how any problems have been handled. Sometimes this even means going above and beyond the norm. If a customer needs to return or exchange an item, find out what the concern is and help them select something that might be better suited to meeting a need. Furthermore, the process of resolving any issues should be as painless as possible; when a customer sees you doing everything in your power to give them a good shopping experience, they will appreciate it, remember it, and continue to come back.

It’s never possible to please everyone all the time, but by incorporating some basic elements of customer satisfaction into your business, you will be able to attract and retain customers. What have you found to be the wants of your customers? Please share with us in the comments below!

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Event Ideas for Your Business

Events can be a powerful marketing tool. They provide something new, timely, and interesting you’re your customers and prospects to talk about. By building some excitement around your event, you build excitement about your business. Because of this, it is important for your small business to plan events that help with both marketing and customer service. The following are some ideas to do so both in the real world and online.

Monthly clinics or seminars about a product or service you offer – These can give you a chance to highlight chosen products/services, bring in new clientele, and network with others in your community. If done successfully, these types of regular events will also create buzz about your business and expose it to potential customers.

Host an after-hours gathering for your employees and friends/families. If you have a brick and mortar location, after-hours events can be effective marketing tools, but even if you are home-based, you can tweak this idea to work for your business. Provide refreshments, music, and put together some special displays on which to focus the event. Be sure to provide business cards, brochures, a free sample or giveaway, and other promotional materials to your guests.

Host an Open House for your community. Consider holding an open house with city officials (mayor, congressmen/women) and local press in attendance. Center the event around a theme or cause that is of interest to your community.

Sponsor a holiday window design contest for art students at a local school. Involving the young people in a community is a surefire way to spread word about your business. You can even modify this idea to include technology students competing to design your next online ad or website graphic. The announcement and celebration of the winner could be incorporated into the unveiling of the finished product.

Host an open-mike night for local business owners. Most comedy clubs reserve their slowest nights of the week for amateur open-mike nights. You can use this idea by hosting a forum for other local small business owners to exchange ideas for marketing and customer service. Each participant could take a turn at the mike to offer input and take questions from the audience.

Do a Twitter Q&A about your industry or products. This obviously requires you to have a moderate following on Twitter, but with the right promotion among your customers and preparation by you, it can be done fairly easily. You can even offer a reward or incentive at the end for participants that can be tweeted about intermittently throughout the session.

Host an online suggestion box via video chat headed by a panel of related industry experts. Choose like-minded people in your field and/or fellow small business owners in your community with which you have no competition for your video chat using a program like Skype or iVideo. Invite customers to “call in” with suggestions for what they think would improve their own shopping experience.

What events you have sponsored or attended which you have found to be informational and fun? Tell us about them in the comments section 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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How To Start Your Week Right

Do you ever go to bed on Sunday night unable to sleep? Are the stresses of the week ahead keeping you awake? If you’re like most people, the thought of starting the week can cause for some degree of anxiety. However, there are some simple steps you can take to ease the worry and get your week off to a positive, productive start.

1. Make your list. Most of us have a running to-do list of both long and short term tasks. Before you start your week, highlight or create a separate list of items that need to be completed in the next few days. These will give your week focus, and by narrowing down the list, it will seem more manageable. Tip: Don’t wait until Sunday evening to create your list; this can get in the way of a restful night’s sleep. Ideally, work on your list before you wrap things up on Friday. Plus, your mind is still fresh with exactly what needs to be done.

2. Plan a menu. Eating healthy increases productivity and energizes your body. The key to doing so is by planning a menu. To maximize your savings at the grocery store, check your circular for what’s on sale and plan your menu around those items. This way, when you arrive at the supermarket, you are armed with a list that will provide all your cooking needs for the week ahead. Tip: Prepare your food ahead of time. If you’re always running around in the morning, pack your lunches the night before. Also, consider cooking a few meals over the weekend, store in appropriate-sized containers, and freeze. Now you’ll always have a meal on hand when there is just no time to cook. Take it out of the freezer in the morning, and heat it up when you come home from work.

3. Firm up your schedule. Perhaps you have some tentative meeting dates, conference calls, or product demonstrations. Before the week begins, finalize those obligations so you will have a good idea of what you can realistically accomplish throughout the week. Tip: Don’t over-schedule. By trying to fit too much into one day or week, you may be setting yourself up for a mid-week burnout. Of course you always want to challenge yourself and work to build your business, but know your limits and set yourself up for success.

4. Set aside your work clothes. If you work outside the home, dressing professionally plays an important role in your day. Since Mondays usually set the tone for the rest of the week, take a few minutes on Sunday night to set aside what you will be wearing on Monday. Don’t forget to choose not only your basic outfit, but any accessories like shoes, a tie, or jewelry. Tip: Set aside 3-4 outfits so you are ready for the week. Some people choose to do this each night, but usually as the week rolls on, evenings get busier and busier. Give your closet a quick scan to be sure you have a few outfits ready to go. Doing this will also give you a heads up on any laundry that may need to be done.

5. Go to bed early; get up on time. Nothing facilitates disorganization like a rushed morning caused by hitting the snooze button a few too many times. Avoid this rut by going to bed nice and early on Sunday night, so you will wake up refreshed and ready to take on the challenges that Monday mornings can bring. For the same reasons, get yourself up 15 minutes earlier than usual on Mondays so you have plenty of time to deal with any unforeseen consequences like an empty gas tank or a coffee stain on your shirt. Tip: If you work outside the home, plan on leaving 15 minutes before you actually have to be out the door.

How do you get your week off to a good start? Share your ideas 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!

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How Mantras Can Help Improve Your Business

Mantras were originally meant to be repeated in a meditative manner for the purpose of finding serenity and focus. They can also be used in the business world to motivate and concentrate your efforts. Here are some ways that implementing a mantra can improve your business.

Stay focused on goals and values. A mantra is brief and memorable. As such, it is an easy phrase for you to reflect upon and repeat in many day-to-day operations. For example, auto rental giant Avis has adopted the mantra, “We try harder,” which clear, concise, and fully encompasses the company’s main objective. By repeating this mantra and keeping it at the forefront of daily business dealings, you are sure to satisfy customers and keep them coming back.

Develop, implement, and maintain a business strategy. Let the mantra guide such important decisions from idea to finished product. When taking on or creating anything new, the number one question should be, “Is this consistent with my business mantra?” The answer should be yes, so that you know that this idea matches the core of what the business is all about.

Manage your stress levels. Owning a business is overwhelming to say the least, mostly because the buck stops with you. Use your mantra to keep your goals in mind and guide your decisions for the benefit of the company. Always come back to it for problem solving and conflict resolution, two other high stressors of business ownership.

Communicate with your customers. Use your mantra as a liaison between your business and the outside world. A good mantra makes it easy for others to understand what the company is all about. By using it as a tagline in advertising and promotional materials, you make yourself memorable and edge out your competitors. This of course can lead to increased clientele and improved sales.

Here are some examples:

Move your feet to get it complete
Make one more goal to go for gold
More No means more Yes
A day’s work brings pay
Focus on task so you can bask
Ready, Set and get ahead
No pain no gain.

Remember, to keep your mantra short and memorable. Repetition of your mantra will help you focus, reduce negative self-talk and help you accomplish your task. It can also remind you of your core business goals and its very reason for existing. A well-written mantra can be a valuable tool that leads your business to success. Do you use mantras? Please share your mantra with us in the comments.