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Regular "Your Home Business Coach ezine" publishes on
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Lena Sanchez - Editor
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Lena
928-636-9425
Saturday April 30, 2005
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This Ezine is available by subscription only. Your
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Mission of this Ezine is to help you grow in business and in health!
To read back
editions Click Here
============================
=> IN THIS ISSUE!
============================
<> Editors' Remarks
<>Motivational Thought!
<> Spotlight of the Day
<> Spotlighting a product/service/person
<> Business Tip
<> Advertising Links
<> Business Coach of the Day
<> Change Your Life Information
================
EDITORS' REMARKS
================
Greetings and thank you for being a
subscriber! I hope your weekend will be a relaxing,
profitable and health building time!
Did you meet your weekly goals? Did you even set goals for
the week? No goals leaves you without knowing where you are
and when you succeed? One of my goals every week is to help
you do the very best that you can with your home business by
publishing information from people who have succeeded and
can coach you along.
Do what you must to succeed today. As long as it's honest,
fulfilling, doesn't cause anyone else pain or discomfort and
worthwhile!
Have a wealth building day while staying healthy!
Lena
Reminder:
Don't Pass On Misinformation. to others.
Get the real scoop first a
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======================
MOTIVATIONAL THOUGHT
======================
"NINE REQUISITES FOR CONTENTED
LIVING:
**Health enough to make work a
pleasure.
**Work enough to support your needs.
**Strength to battle with difficulties and overcome them.
**Grace enough to confess your sins and forsake them.
**Patience enough to toil until some good is accomplished.
**Charity enough to see some good in your neighbor.
**Love enough to move you to be useful and helpful to
others. **Faith enough to make real the things of God.
**Hope enough to remove all anxious fears concerning the
future."
~Johann von Goethe
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BUSINESS TIP
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A Simple Strategy to Increase Profits
By Kathleen Gage
In today's competitive business
environment it is essential to find ways to reduce
costs and increase revenues while keeping
productivity and quality high. One of the best ways
to achieve this is through hiring and retention of
outstanding employees.
Far too often hiring managers rush
through the hiring process due to being reactive
rather than proactive when filling positions. With
some preplanning in the hiring process and
implementation of sound strategies once people join
your organization, you will lower the cost of doing
business by considerable amounts.
As you prepare to hire consider the
following:
• What type of
person are you looking for?
• What are the
values that drive your company?
• How difficult
is the job you are filling?
• Do you have
anyone internally who can do the job?
• How long will
it take to find the right person for the position?
• What are you
willing to negotiate with the potential candidate?
In looking for potential candidates
you may want to try more than the traditional
employee search. Tap into your network of
professional connections. Some of your best
candidates may be working for your competitors. Be
careful about hiring someone just because they are a
friend or family member. Not that friends and family
members don't make good employees - often they can
be fantastic. And yet, if you are hiring them only
because they are a friend or family member, you are
setting yourself up for some big problems. With the
wrong choice morale with other employees can go
down. With the right choice it is just as likely to
go up.
Think through the compensation
package. Are the wages fair for the job, industry
and market? Make sure your benefit package is
competitive for your industry. Find out what other
companies are offering as far as compensation and
consider matching or beating their offerings.
There are occasions when someone may take a position
without thinking through income, benefits or fit.
Once they have gotten settled in and are feeling
comfortable with the position and the company, they
may realize the compensation and the job is not all
it could be. That can cause some discontent on their
part. To avoid this, do your homework.
Another key to keeping good employees
is to make sure they are treated with respect,
dignity and appreciation. This may seem like common
sense and yet, it often doesn't happen. I consult
with various types of organizations employee
retention and how to gain more commitment from the
staff. I often will meet individually, in private,
with a cross section of the staff. I spend at least
an hour with each employee in a confidential meeting
to find out their view of the company. Inevitably,
the areas that are most lacking for the employee to
be fully satisfied are communication and
appreciation.
Once the area of discontent has been
identified I design programs for the company in
which to address the problems. What is amazing is
the problem is often on the way to being solved by
virtue of the fact the organization has brought me
in. A common comment is, "Finally, someone is
listening to me."
Often, a company's problems can be
lessened with some good coaching and training of
management. It is amazing how many managers and
supervisors were put into their position without any
training in interpersonal skills, management and
supervisory skills, and how to communicate
effectively. Nine times out of ten the people who
need the most training are the ones who think they
need it the least. And, they are often the biggest
obstacle to the success of a company.
In order to stay competitive on all
fronts you must keep your entire team on the leading
edge. By doing so you will be in business for years
to come with a happy, dedicated and productive team.
And that will equal profits.
Do you want to gain massive
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BUSINESS COACH OF THE DAY
===========================
One-Two-Three Punch Marketing
Printed material is just as important today
as it was before the Internet. With sp*a*m getting out of
hand, it's a wise choice to rev up, update or create printed
material, ads, catalogs, direct mail, press releases,
letters, templates and the like.
You will notice that I didn't add brochures to this list.
Brochures are not a good investment for a first piece. When
someone asks for a brochure and you don't have one, this
doesn't mean you ignore their request. Worse scenario, you
may run wildly around using up a large portion of your
year's marketing budget completing one.
If you move or update your materials frequently, it isn't
wise to spend thousands of dollars on new material. Here
are a few alternatives. You can use a professionally
created folding business card as a main document. Another
option to expensive letterhead is to print your own in a
two-pass process. Use a color printer in the first pass for
your logo and use a black and white pass through for the
content. Use Kinko's if you don't have a color printer (http://www.kinkos.com).
At Kinko's you can send them a file via Internet, have
them print the color portion on high quality paper.
Mailing out a marketing piece weeks after your first contact
is too late. When opportunity knocks, be ready. Timing is
everything. If you don't, the extra time allows them to
solve the issue on their own, or change its priority.
It is always preferable to have a serious phone discussion
even before an in-person meeting. If they don't show up for
the call, it is easier to recoup your time, and it indicates
they aren't ready to buy. All you need to do is follow-up
lightly to remind them to contact you when the time is
right. Send them a newsletter, template letter, or flyer
and not expensive material. People generally toss items
they receive on the first punch. Save the best for a time
when the punch is more effective. Multi-follow-ups show
them that you aren't a fly-by-night
going-to-fad-in-the-next-few-months provider.
Giving too much information early in the marketing process
overwhelms customers and jeopardizes the sale. It makes
them nervous about you. This is, of course, if you are
selling services or products worth more than whatever your
market considers discretionary.
Instead, create a call to action to get them to visit your
web site periodically, send them an "I'm still here for you
when you are ready" note, or a printed copy of your latest
newsletter or ezine.
Selling a product? Send an oversized post card or direct
mail piece. The direct mail piece needs to use an
"I'm-following-up" language and not a "you-never-met-us-yet"
dialogue.
Have template letters, Word or Act, ready to go with a few
clicks. Design them so the first or second paragraphs are
easy to add a personalized follow-up dialogue.
When you drive along the same route and one day you spot
something that seems new, only later discover it's been
there all along you are pleasantly surprised. For even when
we seem fully awake, many things pass our radar. .
In marketing, it is the same experience. We don't see
something that's been there until something happens and
wakes us up. The seven-times rule, a proven marketing
principle, is the "you have demonstrated credibility" and "I
now see you" model. The seven-time rule applies whether the
main marketing draw is a web site, networking, direct mail,
or a combination. People who don't like to sell stop after
the first or second punch.
Printed materials do indicate credibility and quality counts
in most cases. If you post your brochures at your State's
visitor's center, you will see that they stand next to many
similar ones. What stands out are the one-half page black
and white flyers or the like. In this situation, the plain
black and whites get the attention of many. It is important
to know how, when, and where your materials are going to be
viewed and be represented.
For mailings, this doesn't mean send the best stuff first
and let it do the sale for you. No, no, no. Printed
material seldom makes the sale. It's just another contact
point. First punches are either tossed or buried in some
stack.
If your price is under $100, send them to your web site.
Over, send them material for added credibility. This also
depends on the target market value of your price. If your
market considers $500 a drop in the bucket then credibility
perception changes.
Interview past purchasers. Find out when did they first
take notice and how many before they took action. Was it
when they received a certain number of contacts? Always.
When did the need make it a priority. Create a list of the
triggers and look for those signs in future contacts. Model
your follow-up program accordingly.
In several studies, 92% of the purchase makers cited that
letterhead, envelopes and business cards where the major
factors in how they rated creditability.
Credibility can be lost if your material includes careless
mistakes or omits vital information. In the buyer's
perspective, all the answers need to lead on how they can
feel confident about your service or product and how it
solves their need.
One of my services is printed material and web site
analysis. After reviewing 294 brochures, I found 81.5% of
the information dancing around solutions instead of
commitment to direct and clear solutions. Non-commitment is
the biggest sales destroyers. Don't send them material
about X when they inquired about Y. If it doesn't answer Y,
it's tossed. And you have 30 seconds to 3 minutes to
complete their question. Long sales letters demonstrate
commitment in receiver's minds because of the thought and
care it took to create and address their challenge.
Also, don't send Y, with the "I think we need to offer this
because we've received a few inquires lately even if it's
off our path" feeling. If you are unable to fit in the time
to write a letter explaining how and why you can provide Y,
then pass it up. This may be a "good" opportunity but not
be the "great" opportunity you truly want to attract.
If, on the other hand, their issue isn't clearly understood
or known, then you're asking the horse to jump the fence
without knowing how height. It's a wasted effort and you
can lame the horse. Don't mail it with an "if it works,
okay, if it doesn't oh well" energy. This gives the
impression that you weren't listening. A big strike against
you. Usually one too big to overcome.
For service businesses, it is best to complete your first
contact verbally and follow-up with printed material once or
twice, then verbally, then twice, etc. Give prospects the
1-2-3 punches if you have the answer. Be honest if you
don't provide what they are seeking. Don't adjust and
accommodate because sales are down for the month. This is a
disservice to your customer and your business. This will
diminish assets later. Share the wealth; earn a life-long
customer, and new collaborator with your referral.
***Catherine Franz, 15 year business coach, specializes
inmarketing and nonfiction writing, She is available for 1-
on-1 and group support. Additional articles, ezines, and
blog available at:
http://www.abundancecenter.com
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