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Expanding your Business Mind

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					       Expand Your Reach:


Making Money Helping Others Grow Online




              By: JT Franklin
Preface




Business leaders read a lot of books looking for answers. Answers about

legal issues, dealing with customers and employees, and many other

matters. How many of these books give you real, point by point tips on

increasing your profits and reaching a whole new customer base? That’s

what this E-book is all about.



The reason I wrote it is because there’s not much communication between

people who own businesses online and those out in the rest of the world.

Even though everyone knows that they need to “be online”, most folks lack

understanding about all of the tools and services available to them. This

means that there are whole groups whose online potential is being wasted.



Cleaning up that waste is where you come in. We all know money can be
made when you have a product or service that meets a need. Since your

business is mastering the flow of information and helping people improve

their position in search engine rankings, you’re in the perfect position to

help them, as long as you get the help you need.




This book is that help. In these pages you’ll find:

   •   General information




   •   A breakdown of different ways to approach customers.




   •   Tools you can use to put your clients over the top in online presence.




   •   A list of resources you can refer to whenever you need to.
There’s a lot of information out there these days. Spending time sifting

through everything to find what’s useful takes time away from serving the

clients who need you. That’s why this book was put together, so that you

have everything in one place.

Why should you listen to me? What makes this book different from the

thousands of other eBooks out there today?



One simple reason: the things you’ll learn about in here are things I do

every single day. I’ve spent years making the connections (and mistakes)

that will cut years off your learning curve. No matter how many business

people I come into contact with, none of them are fully aware of the power

a strong online presence gives to their business or cause. I have found that

crafting and selling online properties to these folks provides a very decent

ROI and helps create the multiple streams of income that keeps your

business thriving.



No book can teach you everything, and this is no exception. What we will

do is give you solid advice, a firm foundation to build on, and essential

resources that will help you shine. A lot of business is about who you know.

Making money by helping people expand their online presence is also a lot
about HOW you know. How you know what tools to use in each situation,

where to point a marketing plan to maximize growth, and why one web

outreach will work better than another for a particular client.



This is powerful knowledge you have, and it’s very much in demand today.

Now we’re going to show you how to move it offline and into the rest of the

world.




Chapter One
Integrity, Profit, and the Basics



Every business machine has an engine that runs on two things: personal

integrity and profits.

   •   Personal integrity means that you keep your word. When you deliver

       what you promised your clients, live a balanced approach to work,

       and speak well of those around you no matter what’s going on, then

       you’re doing business with integrity that people can see.




   •   Profit is the state of having more money coming into your business

       than is going out.




These two are actually very closely related. No one wants to do business

with someone who doesn’t follow through, talks badly about others, and

makes excuses all the time. If people won’t enter into contracts with you,

then your potential profit pools dry up and you’re out of business.
Finding A New Stream



You make your money online, so you’re already well versed in uncovering

and creating streams of income. The thing is, there are entire rivers of

income going untouched right outside your door. Entrepreneurs who make

most of their sales in brick and mortar establishments know they should be

online, but haven’t truly grasped just how powerful an online presence they

can create. They don’t understand the tools and methods that come almost

as easy as breathing to you.




How do you change that? What will it take to create educated, satisfied

clients out of people who could open a browser and handle email, but not

do much else? Why would you want to bother working with end users,

when there’s plenty of money to be made staying 100% online?



Let’s start with the most obvious reason to work with end users: They have

money too. Businesses of all sizes hire people to handle tasks for them,

from tracking their money to moving their furniture. If they’re not thinking
about having someone monitor the flow of their information, they should be.

Information moves so fast these days that no one can stay on top of all of

it. End users often get insulated from what goes on outside their offices.

They don’t realize that today’s consumer has gotten accustomed to fresh,

constantly updated content thanks to networking technology.

Even if they see the potential, they might think it has much more to do with

celebrity breakups and couldn’t possibly be useful for selling water heaters.

Your job is to help them see the reality behind the sparkly cultural uses of

these different media. This is about new, faster ways of moving information

around to reach people, not what types of information “belong” in one place

or another. Plumbers have as much right to Twitter away as any rock star.

One of the best things about working with offline owners is listening to their

ideas. They usually have a lot to say about how they want to get the word

out to the world about their business. Prior to meeting with you, it’s likely

that the only people who really listened to their big dreams were friends

and family. Now you have the time and tools to help channel this creativity

and passion for success into results. But they have to know who you are,

and want you to come in and meet with them first. There’s one really easy

(and inexpensive) way to build your reputation and get the word out about

your services to business owners in the niches you’re trying to reach.
Chapter Two



Becoming The Local Expert



In real estate, the buzz word is location, location, location. When you’re

trying to build a reputation as a local expert in a particular service, your

buzz words are face time and name recognition. Keeping quality in mind,

you want to get your name out in the community as often as possible. You

also want to be seen doing what you do, or talking about it, whenever you

can. The one best time tested way to do this is to:



Set up workshops, give lectures or speak to an audience



This is an excellent way to grow your reputation as an expert. Once you

have your brand in hand (business cards, brochures, etc), set up a time to

do a small workshop. There are several places you can reserve rooms for

free or at a minimal cost. One of these is your local public library. Call
ahead and arrange a date and time. Decide what you’re going to talk about.

Now comes the part where you invite people to come. Here’s how you start

to become known to the business people you want to reach. If the

workshop is far enough ahead, say six weeks out, send them an invitation

in the mail. If there’s less time than that, drop by the office in person with an

invitation in hand. Then follow that up with an email.

The wording on the invitation is very important. You need to give the

impression that something big is happening, and inject a slight feeling of

scarcity. Using phrases like “by specific invitation”, “for successful business

people”, and “one day only” gives the impression that what’s going on is

geared to a very select audience. This makes it more likely people will

come.

Once they’re there, you need to collect information. Having a sign in sheet

is helpful for that. Make sure it has a spot for both their phone number and

email address. An alternative would be to have people participate in a raffle

by entering all of their information on a piece of paper. At the end of the

workshop, you give away a small prize and you’ll have the information you

need to start making contacts for future meetings.

Now you hold an informative workshop on a topic. Let’s say you spent an

hour teaching people about social media in general, with a focus on what a
blog can do for a business. You gave the participants folders with handouts

in them, they asked intelligent questions, and filled out a survey rating the

event for you. A couple of them even stayed around to talk more specifically

about their situations and made appointments with you for later that week.

When you look back on this event, you realized that:

·     You now have the contact information for twelve business owners you

didn’t have before.

·     Teaching about social media refreshed you on the very basics again.

·     Two of those twelve made future appointments with you.

·     For the next week, whenever social media/blogs come up, the folks

who came to your workshop will think of you, even briefly.



Here’s something most workshop presenters overlook at first: asking the

people who just came to your workshop what kind of things they’d be

interested in learning about next. They are a great resource because

they’re still excited about the event that just happened, so their brains are

racing with knowledge and possibilities. Ask them to think of two things

they’d want to have the opportunity to learn next, and you should have a

decent size future workshop list to work from.

As you make doing the workshops a regular thing, people will see them
advertised, others will hear about you from friends, and your name will build

credibility from repetition. Soon, the events will have an increased

attendance and participation, and you’ll get a reputation around town as the

“social media lady”! Be ready for it.

Giving talks is a way to build your credentials. In some ways, it’s very

similar to running a workshop. The main difference is that you have to

actively insert yourself when you want to give a talk. It can be a bit harder

work to get yourself invited somewhere, but it’s not impossible. It's a lot

easier if you're willing to speak for free.

There are a lot of places that like to have occasional speakers. Rotary

Clubs, religious groups, and social justice organizations are just a few

places that are open to having someone give a talk. When you call to

arrange it, it usually goes something like this:

You: Good morning, my name is (_______). I run a business that

specializes in helping people understand media technology. I would like to

come and talk to your group about (______________). What is your

procedure for having speakers?

Thank you for explaining this to me. (Confirm method and make a time to

follow up with the appropriate person).

Rotary clubs are an especially good place for this. Their emphasis is on
membership, service, and business development. Here’s a quote from the

Seattle Rotary Club’s questions about why it’s good to join them:

“Every Rotarian is expected to take part in the growth and development of his or her own
profession or vocation; to serve on committees and to teach youth about one’s job or vocation.

Rotary helps to make one a better doctor, lawyer, teacher, etc.”.

Since joining Rotary is by invitation only, speaking in front of them is a way

to get their attention as well as provide valuable information. It’s hard to

think of another organization that has a ready made audience of engaged

business people willing to listen and help other business leaders develop

their skills and leadership. This is the type of environment you need to be in

to stimulate your professional growth as well as make contacts that will

lead to contracts.



Another place that really enjoys having people come talk about what they

do for a living are schools. We’re not talking about high school career day,

though that might be a good way to help someone’s future. Specifically,

colleges and universities enjoy having alumni come in and talk to the

students in the programs about what they can do with their degree. Even if

you didn’t graduate from the local school, it’s still a valuable experience to

speak with college students about future opportunities. One side benefit to

that is that there’s usually some time for interactions with professors
beforehand and afterwards.



Your speech has to be informative and relevant, however. It cannot be a

half hour or hour long infomercial for your business. The goal is to inform

and entertain people. If all you do is make a sales pitch, the people there

will be justifiably upset. You won’t be invited back, and they most likely will

pass word along to other groups about what happened so that they don’t

have to endure the same thing. That sort of reception will undo everything

you’re working for, so avoid the temptation at all costs.



These are three easy ways to build a local reputation as an expert. Once

people see that you know what you’re talking about and are available to the

community, doors will open. You won’t be “just some guy” they got an email

from. Instead, you’ll be “that social media lady” who told them all about the

blogs. Business owners you’ve had face time with will call you when they

need you, and refer others along.
Chapter Three

You’re The Expert…Now What?



Now, just because you’re cementing your reputation as a local expert

doesn’t mean the appointments will come flooding in to you. It’s still

important to go out and make appointments. Making appointments doesn’t

have to be difficult or time consuming. It’s just a matter of using the

resources at your disposal to forge those connections.

One of the main ways to connect with others in your field is through your

local chamber of commerce. A chamber isn’t just a membership listing.

They usually have an amazing amount of programs going on. Chambers

track legislation affecting their members, have trainings and seminars on

emerging topics as well as fundamental refreshers, and offer opportunities

to bring in tourists as customers.

You should also join a business association. There’s at least one in every

city. If you’re a member of a minority group, most cities have associations

geared to specific populations. Some of the benefits of these organizations

include listing in a directory, member events, and meetings to encourage

networking. The rates are generally affordable, and this is a base you can
make important connections from. Any monetary investment you make will

be well worth it and repay itself at least tenfold in your interactions with new

clients and contacts. Once you’ve plugged in to these different arenas, then

it’s time to begin reaching out into the community.

There are a lot of benefits to working with outside business owners and end

users. They already know they need a strong web presence, but are not

entirely sure how to start. Internet technology continues to explode almost

daily, so it’s hard to keep up. You can do a lot of educational work,

explaining the costs and benefits of different approaches based on their

business needs. Once a lot of the options are laid out, they might even be

willing to contract out to have you handle this for them on a one time or

continuing basis. It keeps them in the loop without a huge time investment

on their part.




Chapter Four

Making Your Appointments



A lot of people hate making phone calls, but they’re a necessary part of

building your customer base. Working over the phone has gotten a bad rap.
Between salespeople who don’t understand the word no and telemarketers

interrupting dinner, the reputation isn’t entirely off base. That’s why you

need a different point of view about it. You’re not pushing for new clients;

you’re developing long term, mutual relationships.

Pick up your list of potential contacts that you have compiled from

research, workshop attendance, and general networking. When you look

through them, there should be some people whose names jump right out at

you. They are memorable because the two of you have had conversations

at events; they contacted you to schedule an appointment, or were referred

by a mutual friend. Those are the “inner circle” you want to start with. They

will be the easiest to build relationships with.

Once you’ve put them together, go back through the list. People who have

attended workshops or other dedicated events you’ve held should be the

next circle of contacts. They took time out of their schedule to come and

see what you have to offer. You provided them with a direct service, and

they will remember that when you call or email.

The next round of contacts you want to set apart are local business owners

you’ve met face to face who work in the niche you serve. These won’t be

folks who’ve had long conversations with you. This circle will be made up of

people you’ve exchanged greetings and business cards with, but not much
else. Their initial investment in you will be based more strictly on what

services you can provide them, and they need to be approached that way.




Once you’ve got those three circles of contacts organized, you can put the

rest in any order you’d like. Since they’re general contacts most likely

gleaned from membership directories, websites, and online listings, their

purpose is strictly beginning relationship building. If a sale results from one

of them, that’s excellent, but don’t jump too directly for the close in this

group.



Making Contact



Each of the groups of contacts needs to be approached in a different way.

The inner circle you have are made up of people who are interested in both

your product/service and you as a business person. This is the best place

to start for a couple of reasons. The ice is already broken, so a lot of the

courting behavior that usually has to take place with new clients isn’t

necessary. This is also really good for building confidence in yourself and

your message. When people have an investment in you as well as your
product, they are more likely to be forgiving of missteps in pitches and

sales techniques.

Having said that, you still need to approach this with as much professional

attitude and respect as you would a new client who didn’t know anything

about you. A relaxed manner doesn’t mean any sort of behavior goes. Your

tone of voice, body language and phone manner are just as important here

as they are anywhere else in life.



*Hint…never assume someone remembers you. Always be the graceful

party. Take the initiative to introduce yourself and remind the person where

you’ve met. Some people have disabilities that keep them from being able

to retain information. They, and others who simply have faulty memories,

will be very thankful for your assistance.*



Here’s a sample phone script for contacting someone you’re more familiar

with:

You: Good morning, is (____) there?

You: Morning, it’s (your name here), (____) how are you today? (respond to

their reply). I really enjoyed the conversation we had at (tell them name of

event and context to help them remember where you met).
You: I really wanted to get together and talk more about both of our

businesses. I’d like to know more about what you do, let you ask me

questions about my business, and see where we can go from there. What’s

the best day for you this week?

You: (If you set a day this week) Let me make sure I’ve got this written

down right. We’re meeting up on (repeat date and time). I noticed there’s a

coffee shop around the corner from your office. How about we meet there?

You: (If this week is no good) Ah, I understand that. Some weeks just sneak

up on you. Next week I have (name two days of the week) open. Do you

like to get together in the morning or afternoon?

You: Excellent! So, to make sure I’ve got this written down right, we’re

meeting up on (repeat date and time). I noticed there’s a coffee shop

around the corner from your office. How about we meet there?

You: I’m really, looking forward to this, (_____________). See you then!



Did you notice something in the language there toward the top? I want to…

let you ask me questions about my business. These days, people are

tired of being told about things. They get talked at everywhere they turn.

Television ads, internet announcements, and strangers on the bus

contribute to an overwhelming level of psychological noise in our culture.
The last thing you need as you look for clients is to just become part of the

noise.

You want to give people the chance to ask you about what you do because

it will make it meaningful for them. That doesn’t mean you sit there silent

and stone faced, but introducing people to your product or services should

be a two-way conversation. There is no way you can understand what they

need from you if they can’t get a word in.

Now, contacting the people who have attended workshops or other events

you have held is going to be similar in terms of respect and

professionalism. The actual conversation will be adjusted slightly for

context. Once you’ve said hello and reminded them where you met, the

rest of it should go something like this:

You: I was going over the list of people who have attended the events I’ve

held in the past. You attended the (name event), and I’m getting ready to

plan another one like that. When would you be available to talk more about

what you found helpful and what you want to learn more about next time?

You: (if interested) Great! I have (name two days this week if it’s still

Monday or Tuesday. If it’s Wednesday, name one day this week and a day

next week that’s not Monday) available. Do you like to get together with

people in the morning or afternoon?
You: (if not interested) I can understand that. Schedules fill up before we

know it sometimes. Can we talk more about this over email? Since you’ve

already been part of a workshop, I do value your opinion and input.

If they make an appointment with you, follow the script from above for

confirming and setting up the meeting at a spot near them. If they’d rather

talk over email, confirm their email address, thank them very gracefully, and

let them get off the phone. Then send a follow up email that afternoon. That

lets them know you’re serious about including them.

Now you might wonder if they’re a lost cause if all they want to do is talk

over email. Not at all! What you will end up with is a small email group of

“expert advisors” you can talk to about workshops and events you want to

hold. This is a long term investment of their time that relationships,

referrals, and business connections grow out of. While not strictly speaking

an “income stream”, these people will be a wealth of knowledge and advice

for you that other things will grow out of.



Next come the folks you’ve done the standard business meet and greet

with. Exchanges of business cards at events really don’t mean as much as

they did before the dot com implosion, unfortunately. What needs to

happen here is a little reversal of situations. Usually, people who are newer
to the game approach more established business owners and try to pump

them for advice, contacts, and help.

You’re not going to do that.

Instead, pick four of those contacts out and call them up. What you want is

to ask them for time to take them for lunch or out to coffee. When they ask

why, tell them that you would like to interview them and ask them more

about their business and what it is they do. Then that is exactly what you

do. You don’t jump in while they’re talking about a problem and tell them all

about a solution your business can provide. Above all, do not feel them out

for referrals or contacts, not even subtly. I promise, no matter how subtle

you think you’re being, the person you’re with is seeing right through you.

At the end of the appointment, thank them for their time and say that you

enjoyed learning more about what they do. Then hand them one of your

business cards and let them know that if there’s anything you can ever do,

they should call or drop by. That’s how the time should go, along with you

paying the check at the end, of course.

Why do this if you’re not going to talk business? Remember, the goal is to

build relationships. You do not want to be one of many who come looking

for nothing but referrals. One of the things you need to do since you’re

coming offline to work with people is be as classy as possible. Remember
the stereotype that is out there about people who make their money online.

A lot of people think the only reason we do it is because we can’t interact

with real people, so we live in our parent’s basement and build a fortune in

between fantasy gaming sessions. Whether it’s fair or not, you have to

keep it in mind and work around it.



Chapter Five



You’ve Got An Appointment…Now What?



Looking at your calendar, it looks like it’s going to be a good week. Outside

of some online things, you have three appointments with people you talked

to last week. Now it’s just a matter of dressing up nicely, listening, and then

making the sale, right?

No, not quite.

The first thing you need to do is some research about the company.

Nothing says unprofessional like showing up and having no idea about

what someone does because you couldn’t be bothered to look things up. It

used to be a minor issue, but with all the information available online now, it

really is inexcusable (and rude) to be uninformed. Especially if your
business revolves around providing and handling information.

Apart from being polite, one reason to do some preliminary research is to

being to see where your services or products might be helpful. You can’t

get stuck there, of course, because the client might well have different

ideas. But it helps to have a place to start. Once you get to their office, your

main job is to listen and gently direct the conversation. If you’re talking with

the people you’ve already had significant contact with, there’s going to be a

lot less they need to know about your business to begin to jump in and start

figuring out what they may need.

During these appointments, your purpose is always twofold. You’re looking

to bring in customers for yourself, as well as help the client understand

things a little better than they did before. One good guideline to follow is

what’s known as campground rules: leave your customer in slightly better

condition than they were when you got there. That means even if you didn’t

get the sale or contract, they still end up with more knowledge than before

the meeting.

Once they’ve committed to having you help them, then you can get to the

business of setting up an intentional, crafted plan. Every plan is going to be

not only business but outreach specific. Some of your clients will want to do

a more general exposure campaign. Another company might be looking to
bring in a certain target demographic, and they’ll require a more focused

effort. Every client you will work with has a different way of introducing

themselves to the world.

As an example, sports and real estate don’t have much in common, except

the need for clients to keep buying their product. However, a real estate

agent wants people to look at things online and then offline. The majority of

sports products are sold in a hands on manner. The sales are made from

different pathways. That is one of the biggest lesson service providers

need to learn, and often don’t. All businesses want customers, but they

don’t want all their customers to do the same thing.

This means that you can’t give each business the same product and expect

it to work miracles. You are looking to get these people to listen to you and

understand what you have to offer them is essential for their particular

business. When I go out into the world outside the Internet, I am looking to

educate my business owners about the value of a website, branding,

having their own path different from the others. Maybe it’s a website or a

piece of software. It could even be a web based interface that will serve two

purposes: enhance their business by exposure and have people inquiring

what and how they can get their hands on it.
No matter what, it has to fit their business, and the marketing plan you have

drawn up with them. It’s a lot better to be able to sell a company several

small things that fit them perfectly than sell one item at an amazing profit

and never be given another chance. Let’s say I had just finished developing

a real estate product. The first thing I’m not going to do is pick up the

phone and call one of my health and wellness contacts to tell her all about

the great new invention she’s just got to have! The product has to match

the market. With that in mind, I get in touch with one of my real estate

clients. The pitch goes like this:

Me: Hi, my name is (     ). I want to sell NYCHighLofts.com. Along with it, I

have a ready made list of clients and decorators you can access to make

getting units ready faster and easier. The site also comes with an

application that enables each customer to decorate the unit to their

specifications. I wanted to offer this to you before anyone else.



In those simple sentences, you have let the realtor know

1) What the product you have is and why you’re offering it.

2) What about your offering is different from something she’d buy

anywhere else.

3) That there are relevant bonus goodies involved.
4) That she is getting the first shot at buying this.



Anyone can buy up a web domain and sell it back, and people do make

some money as domain investors. The real products come from putting

together as complete a package as possible. In this case, the package

takes into account some of the behind the scenes needs some realtors

have. In order to sell, properties have to look nice, and no realtor likes to do

that work themselves. The listing of decorators saves him a few steps and

several hours time turning over units. The virtual design software can be

used both to get a unit ready for a new resident and to increase a sense of

“virtual ownership” in a potential buyer by letting them design their dream

home.



Chapter 6

Yes, No, or Maybe



You and your client have been working together. Over time, you’ve

developed rapport, exchanged ideas and tips, and really had a mutually

beneficial effect on each other. Now you have another product you’ve

brought to them in response to a problem they’ve emailed you about.
They’ve looked it over, discussed it with you, and just can’t seem to decide

if this is an investment worth making. How do you talk to someone who’s

neutral about what you have to offer?



Don’t take this as a sign of failure, especially if they’re asking questions. It

means they’re almost there. They want to buy this product or service that

you’re selling. They just need one good reason to do it. Here are some tips

to help them discover why they want to buy:



1) Listen to their questions and write them down. There’s a reason

they’re asking these things. Ask for clarity when it’s needed, but do your

best to let them talk. Sometimes a client will come up with their own

solutions if given the space to work through it.



2) Don’t answer a question if you don’t know the answer. The last thing

you want is to unintentionally mislead a client. It’s much better to write

down questions they have, promise you will have answers for them at your

next meeting.



3) Don’t be pushy. This may seem counter-intuitive to some of you. You’re
thinking that with a little push, the client will tip over and buy, right? Wrong!

People want to know that their opinions and hesitations are honored and

respected. That builds trust and makes them more ready to do business

with you once their issues are addressed as fully as possible.



4) Leave something with them if possible. If you have something that

will keep their meeting and the product in front of their brain, ask to leave it

with them. If a client can pick something up and handle it, they will be

reminded of their interest in doing business with you.



Clients like to feel like they are leading the decision making process. Your

job is to answer their questions, not push them into a corner. When people

feel forced to decide, they usually default to no. Remember, the whole point

of this is to make money by supplying products that help them build their

business. If you’re too focused on getting the sale, you’re not listening.

Listening helps you learn about what they need. Knowing as much about

their situation as possible is what will allow you to bring them a product that

fits just right. That’s what creates a relationship that builds trust and repeat

business.
The Other End…When You Hear No




You’ve worked your tail off packaging your product, and it’s ready to be

presented. An appointment’s been made with a business owner through a

mutual connection. You have half an hour to lay it all out for them. After the

presentation is made, you’re smiling, and they’re scowling. They proceed to

tell you every single thing they think is wrong with your proposal and the

item or service in question.



Taken off guard, you start trying to engage with them, hoping to find more

specific positive feedback, but before you can do that, you’re asked to

leave. After you’ve been shown out, you go over the meeting for hours in

your mind. Analyzing every detail, the conclusion is that there was nothing

you would have done different. A followup phone call leaves no doubt that

there is not even the slightest hint of interest in a repeat engagement.




What do you do now? Where do you go from there? How do you work your

way back in the door with a client was has so firmly communicated their
displeasure and lack of interest?



The answer is very simple. You don’t. You fire the potential client and go

about your day.



Some sales specialists would disagree. They would advise you to corner

mutual acquaintances to try and arrange another meeting. That, however,

is only going to hurt your relationship with those particular people. Others

might tell you to let things cool off for a month or two and then go back to

that person. If you follow that line of thinking, that person will take up space

in your brain the whole time you’re waiting. That’s valuable space that could

be used for problem solving, product creation, and even time with family

and friends.



This person has made their distaste for you and your service clear. There is

no reason for you to focus on it, wallow in it, and devote time and resources

you’ll never get back to fretting over it. Business leaders sometimes talk

about the need to fire problem clients because they cost more in money

and effort than you ever actually get from them in return.
I believe the same holds true for potential clients and sales leads. When

the door slams in your face, it’s no longer your problem. You are released

from ever having to worry about that person again. Devoting time and

energy to trying to romance them back robs you of time to help clients who

want your business or are almost certain they do. Those are the ones who

want and deserve your attention.



Another rule is to never ever speak badly of a person who does not want

your product. It builds up resentment in you and about you among other

people. If anyone asks why you didn’t get the sale, simply say that George

didn’t find the product suited his needs, and leave it at that. No one ever

built their own reputation by trying to tear others down.

The Sound We All Want To Hear…Yes



The appointment is nearing its end, and everything’s starting to wrap up.

After all the work, research, and time you put into building this package,

you’re anxious about what kind of decision your client is going to make.

They are amazed at the product itself, impressed with the care you took in

presenting it, and ready to sign up for it. Congratulations, they said yes!

Now is the time for you to stay gracious and grounded. Even if it’s not true,
act like getting a sale is a regular happening for you. It’s okay to jump up

and down inside, but save any actual jumping until you get back on your

own turf. Stay focused on all of the wrapping up that has to be done. Make

sure you understand all of the paperwork, especially if there are deadlines

involved. Once that’s all taken care of, it’s time to go celebrate!



Other Options



Sometimes the situations you find yourself in are not that cut and dried. A

client might really want to buy something you left a demo for, but they still

don’t understand how it works. One appointment may go so badly that you

shelve all hope of working with that company, only to be called back the

next week with an offer. Another person may enjoy coffee get togethers and

mutual problem solving, but never actually buy anything from you. Real life

is kind of messy like that. Here are a few suggestions to help you along:



·     Don’t take it personally. Unless they actually say it’s about you, don’t

make it about you.



·     Set some limits. If someone wants to talk forever but never buy, you
have to set boundaries. If you enjoy spending time with them as well, shift

things to a friendship setting. Otherwise, cut your time with them back.

More time with them means less time with people who want to buy from

you.



·      Offer to sit down and walk someone through what they don’t

understand. Yes, it takes time out of your schedule. But so few people get

hands on help these days that it will set you apart.



·      Give them more options. If a customer can’t buy a complete package

from you, is there a way to break it apart so they can have the most

essential pieces? Will item B & C do the same thing for them that product D

does? Can they sign up for a monthly email about blogs from you before

you get together to talk about putting on on their site? Flexibility is the new

standard in service, especially in media.




Some Words About Cold Calling



Cold calling is not a topic most people want to talk about, but it doesn’t
have to hurt. You just have to find ways to set yourself apart from the other

callers. When you reach out to businesses, figure out who you’re supposed

to be talking to before you call. Just because you’re selling something, it

doesn’t mean you’re going to talk to the sales department. A look around

the website or some judicious phone calls should yield a name. If it doesn’t,

call the department and work from there.

Calling doesn’t have to be cold. If you don’t sound like you’re reading from

a script and have to say it all in under a minute, there’s a much better

chance the person on the other end will want to listen to you. There’s a old

training theme for young ministers that I’ll pass along here. It goes like this:




Tell them what you’re going to tell them

Tell them

Now tell them what you just told them.



Since we make our living managing information, we’re actually at an

advantage in calling over someone who manufactures an actual product.

We can find the best items for our clients, and aren’t stuck trying to force

our round widgets where they just don’t fit.
This means when we “cold call”, we can tell someone that we are in the

information management field and would like to come hear about their

business and the challenges they are facing to see if we can help. Doesn’t

that sound much better than trying to force an appointment to push a

product?

Those old cold calling scripts need a lot of tweaking for people in our line of

work.

We’re not “wanting to come talk about a new product”

We’d “like a chance to hear about your business and its challenges”.

We don’t “have a must-see widget”.

We have “a flexible stream of things that can be crafted just for you”.

It’s not a “limited time offer”.

It’s a “offer just for you”.



As you can see, the internet lays out exactly what shift profiting from

information has made in our society. Things are crafted with flexibility, out of

nowhere, with the client’s needs in mind. Instead of bringing products to

businesses that they can sell to customers, we come around their desks

now, help them turn on their internet, and spin webspace into money.
Resources:



Sometimes it’s hard to figure what to do or where to go to get your clients,

but my best solution is to set yourself up in the areas that you need to have

the most exposure.



Some links and why I choose them.



Yelp.com - It links businesses and rates the service but most businesses

don’t have a website linking or if they do, it’s poorly maintained or not as

visible as one may like.



Manta.com - This is a GREAT site that enables you to be able to search

businesses by keywords and links. So for example, you can type in

doughnuts for cars. It’ll link you straight to the patrons that might have the

same interest.



LinkedIn.com - This is a major portal to connect with people who are

looking for opportunities and something outside their comfort zone. The

cool thing that I have gained from LinkedIn is the partners, people who
were GENUINELY interested in what I was out to do. It is a concept that is

very lucrative and honestly takes little to no money whatsoever. The

method described here can be scaled to a whole new level to where you

are making a serious amount of cash.



Meetup.com - People, again are looking for opportunities and you get the

opportunity to meet them in person. Networking is a beautiful word that

needs to be emphasized greatly.



Biznik.com - A great resource to finding people who are like minded and

looking to expand what is out there.



Start Up Nation - Did you know there are a lot of investors that lurk on

these boards looking for the next best thing? Or something that they see as

a money tree.



Yellow pages - Sounds obvious, but if you aren’t scared of cold calling; then

I encourage you to try the phone book. There are many businesses that

don’t have websites but rely solely on people going through the phone

book.

				
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Description: This is a 40 page PDF how I was able to implement a method where I would get a contract secured for a website using several different twists. I hope you enjoy the read and you are able to be successful in your ventures.
About I currently am a business broker with virtual real estate, I help others promote their businesses by finding affiliates and the best strategy with their marketing plan. I am also a JV broker that will help get you the best results with my resources.