Marketing and Leadership

Winners Do What Losers Won’t

• Successful people have formed the habit of doing hard to do things.
• Things that make them uncomfortable.
• They do uncomfortable things anyway.
• This is the biggest truth about success.

What’s marketing? Marketing is a series of planned, interrelated activities that when done right: 1) Identifies best potential buyers of your products and services – and aligns what you sell with their needs/wants. 2) Devises ways to attract the interest of these targeted best potential buyers to your business. 3) Presents irresistible offers to best potential buyers in the most cost effective and compelling ways possible.

A key reason why some business people are fabulously successful – seemingly without effort – is because they have Better Marketing Behavior.

So marketing is what you do to get people to give you money. It’s all the activities, communications, and demonstrations you can successfully strung together to produce a highly desirable event near the end called a sale. Leadership and communication are parts of marketing. What else? How about cajoling, coercion, and manipulation, are they part of marketing? Yes they are. Is building trust part of marketing? Of course, people buy from those they learn to trust. Is marketing lying? Can be, yes indeed, it can. But those who lie when marketing will not long survive, a sale of two perhaps but in the long run the liars will lose big time. Good marketing is not lying. It is telling the truth attractively.

There are two skills you must master for your marketing to work right. The two skills are leadership and communication.

What’s leadership? It’s getting people to do things they’re afraid to do, or don’t know about, or don’t understand, or never thought of, or don’t think can be done, or things that someone might think others can do them but not them personally, or things that make them feel uncomfortable, or things that people just don’t want to do at all. If you can successfully lead people you’re a powerful person. And you can lead people, because leadership is a skill that can be taught and learned. You can develop the ability to get people to support your ideas and to go along with what you want. You can use this ability to get others to do your bidding, to support you, to give you their money, their energy, their resources, their heart and soul, to put themselves on the line for you, and to rally around you in all ways that they can and to do so wholeheartedly, with genuine enthusiasm, as if whatever you wanted from them was indeed their own idea, as if the actions and belief systems you get them to embrace were their own. That’s leadership.

What’s communication? It’s talking; it’s also writing, using images, lots of non-verbal communication too but for our purposes, it’s mostly talking. Communication is talking with the intent of instructing, supporting, sharing, understanding, imparting values, entertaining, influencing, and helping people make decisions that are good for them and good for you too.

WHAT GOES WRONG?

• No written plan,
• No research in the plan,
• No test of strategy,
• Plan not implemented, or only sporadically,
• Poor organization, can’t be productive when we’re not organized,
• Lousy follow up, no tracking,
• Can’t close the sale, make the deal.

MARKETING BEST PRACTICE “Know Your Audience”

• Know what they need and want,
• Know what they are willing to pay for,
• Know where they are,
• Know what will attract their interest,
• Know how to cost effectively reach them,
• Know how to close them.

DEVELOP AN IRRESISTIBLE OFFER

• Specifically what are you offering that satisfies the highest needs/wants of your audience? What’s your offer?
• How will you present your offer? What will you say?

DON’T BE PASSIVE

• If you sit and wait for opportunities to come to you, you’ll wind up taking whatever comes along, even work you may not like much, from people you may not like much either.
• Your pipeline might full up, but will you be happy? Probably not.

IF YOU’RE PROACTIVE…

• If you seek out the exact kind of buyers you want, and proactively go get them, you’ll fill your pipeline with rewarding work.
• You’ll like your new customers.
• You’ll like your life better!

Courtesy Richard Borough

25 Customer Service Tips

25 Ways to Keep Your Customers for Life
by Arnold Sanow, MBA, CSP – www.arnoldsanow.com

In today’s fast-changing and competitive environment, excellent customer service is essential for success. In fact, the only way to differentiate yourself and to become less of a commodity in the marketplace is through good customer service. The strategies for keeping customers for life can be honed down to some basic steps that any business owner can use. To get customers, keep them and to get enthusiastic referrals follow these 25 proven techniques:

1. Reward your customers. Send them a gift, provide them a lead, generate business for them, etc.
2. Use your customers’ services and buy their products. If you want to increase loyalty, there is no better way.
3. Send thank-you cards. Make sure they are handwritten and sent promptly. Peter Drucker attributed much of his success to the fact that he sent out 12 thank-you cards every day.
4. Return phone calls promptly. Since so many people don’t return calls, you automatically look good when you do.
5. Do what you say you are going to do.
6. Do things when you say you’re going to do them.
7. Underpromise and overdeliver.
8. Be accessible. Make sure you are available and willing to help customers whenever there is a problem. Your business should be open to meet the convenience of your customers and not only for your convenience.
9. Be credible. If you can’t establish that trust right away, customers may start to look at your competitors.
10. Appearance counts. Perception is reality, and the reality is that people do judge a book by its cover.
11. Show empathy. Remember the best customers are your currents ones. Stay in touch and continue to service their wants and needs.
12. Have a “Goof Kit.” If you make a mistake, it’s not enough to say, “I’m sorry.”
13. Promote customers’ products and services. By getting business for your clients, you ensure you will have a customer for life.
14. Do things for the customer’s convenience not yours. Make it as easy as possible for your customers to do business with you. The easier you can make it for your customer to do business with you, the more business you will have. Determine all the ways you can eliminate the hassle factor.
15. Send an invoice periodically with a “no charge” on it. This will help your customers remember you. And if it is unexpected, it will have a much larger impact.
16. Have a customer advisory panel. Only by knowing your customers’ wants and needs can you successfully grow your business and be totally customer-oriented.
17. Hire mystery shoppers. To really find out how good your customer service is, hire someone to go out and use your service from start to finish.
18. Be a resource. No matter what your customer needs, try to find it for them — even if it has nothing to do with your business.
19. Shower customers with kindness.
20. Speak your customers’ language. If you use jargon your customers can’t understand, they won’t use you.
21. Have a great attitude.
22. Treat your employees well. If they are treated poorly, there is a good chance your customers will also get poor service.
23. Give your customer what they want, when they want it and how they want it.
24. Give back to your best customers. If you run a special price or product offer for first-time customers, ensure your current customers are offered the same opportunity.
25. Don’t show an attitude of indifference to your customers. In a recent study on why people give up on a company, 68 percent quit because of an attitude of indifference toward the customers by the owner, manager or employees – 68 percent!

Conclusion

“Customer service is more than just smile training — it’s about treating people the way they wanted to be treated,” “It’s also about giving the client what they want, when they want it and how they want it. It really comes down to the fact that good communication and human relations skills equals good customer relations.”

8 Keys to Sales Success

8 Keys to Sales Success

There are many ingredients necessary for success in sales. Here are 8 keys to help you achieve your sales goals.

1. Determine the wants and needs of your customer’s first then work backwards to develop the product or service.

Many times we make the mistake of showing customers products or services we like or offering things we have available. Only after asking probing questions and listening very carefully to the answers should we offer suggestions. In other words, “To sell Jack Jones what Jack Jones buys, you need to see Jack Jones through Jack Jones eyes. The quality of the feast is determined by the consumer not the chef.”

2. What’s in it for me? (WIFM)

What is the customer really buying from you? By listening and understanding we can close more sales by focusing on the benefits (results) and not only the features (characteristics) of what we’re selling. For example, if you’re a travel agent who sells cruises, by stressing certain benefits such as love, relaxation, etc. you get the customer to dream and really desire the cruise.

3. Add value to every contact

We are all in business for the long run. To build a solid business we must develop long-term relationships. To do this we need to show trust, respect and value. This can be accomplished by always thinking about what “extras” we can give our customer. Also, to make the “extras” pay off they need to be something the customer doesn’t expect. For example, after I finish delivering a seminar, I will give the person who hired me as well as the attendees an autographed copy of one of my books. By not expecting this, it provides them with the WOW feeling. Every time we meet they know that I’ll always be looking for more ways to give them more value then they expect.

4. Practice teamwork

To win in selling, you have to be able to play on different teams and you have to learn to play different roles. For example, when I’m working with a customer, I become an extension of their team. If I can help them develop solutions to their various problems and concerns then I become an indispensable member of their team.

5. Watch your appearance

Remember the old saying; “don’t judge a book by its cover.” Unfortunately everybody does. To make sure I’m on the right track, I dress in the parameters of what’s appropriate for each client. I’ve seen many salespeople lose sales because they let style get in the way of substance.

6. Focus on winning every sale

Success is one customer at a time. Focus on trying to make a sale to every customer you meet. Never stop selling until the customer says either yes or no. You must be 100 percent determined to win. If you have the determination, you will do everything in your power to out service your customer, outwork your colleagues and outsell your competition. Your determination creates strength; your doubts only destroy it.

7. Become an information resource to your clients

Let your clients know that you can help them with any concern they have no matter what area it is in. If they need something or someone find it for them. For example, someone recently called me about doing a seminar on increasing your memory. I don’t do this, but I told my client to give me one hour and I’ll find someone to meet his or her needs. By doing this I become a valuable resource for them. Now, if they need anything they call me first. This not only increases my value, but also gives me more opportunities for work.

8. Don’t overeducate your prospect

Don’t tell the prospect everything. If you give too many choices or make everything seem too complicated, they will tend to “think about it.”

Courtesy of…. Arnold Sanow – www.arnoldsanow.com

 

The Outcome Frame Tool

C:\Documents and Settings\Dr. Richard Borough\My Documents\MY DOCUMENTS\MASTER-MIND\Outcome Frame2.doc Created 2/28/00, Edited 5/3/2008

THE OUTCOME FRAME

The Outcome Frame is a planning tool. It is a simple to use set of questions that will help you bring more of what you want into reality. This positive process takes you from an idea or a dream into a set of specific actions steps including ways to quantify or measure your progress.

Always respond to The Outcome Frame in writing. That’s right, respond IN WRITING. And use enough words and specific details that most anyone who read what you’ve written would understand most of it. If others can understand what you have in mind, you’re well on your way.

1. WHAT do you want? State positively and specifically what you want?

2. WHEN do you want to have that?

3. How will you KNOW when you get it? What can you measure?

4. When you get what you want, what ELSE will change?

5. What RESOURCES can you use to get what you want?

6. How will you best UTILIZE these resources? Be specific, use enough words.

7. What is the FIRST step? Second step? Third Step?

Of course, you can put a mountain of detail into this. And perhaps you should. The devil it seems is often in the details. That’s why writing enough words and being specific enough helps.

Most people don’t have an idea problem, but many people have an implementation problem. Whether you have an implementation problem or not it can be helpful to talk with other people about what you’re trying to do. People from outside the loop can help you identify things you may have overlooked. And they can encourage and support you in whatever it is that you’re trying to do. Perspective is a very good thing.

Once you have done The Outcome Frame you’re ready to take all the appropriate actions to make your dreams come true. And making your dreams come true is also a very good thing!

Have fun with this and good luck to you!

Your Future Based Self Worksheet

YOUR FUTURE BASED SELF & PROMISE

by Dr. Richard Borough

Your answer to the FBS Question will drive your business behavior for months to come. This is

very important, so practice on scratch paper first, then enter your response into the form.

“Three years from today, what will your business & life need
to be like in order for you to be deliriously happy?”

Business: annual gross, main products/services, # employees, amount of time you work/wk, etc.

Life: family/home, recreation, vacations and all the things that you enjoy.

__________________________________________________________________________

__________________________________________________________________________

__________________________________________________________________________

__________________________________________________________________________

__________________________________________________________________________

__________________________________________________________________________

TO GET THERE FROM HERE

MORE: What’s the first thing you must do MORE of, or MORE often right now?

__________________________________________________________________________

__________________________________________________________________________

LESS: What’s the first thing you must do LESS of, or LESS often right now?

__________________________________________________________________________

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START: What’s the first thing you must START doing right now?

__________________________________________________________________________

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STOP: What’s the first thing you must STOP doing right now?

__________________________________________________________________________

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OBSTACLES: What obstacles must you overcome to begin making progress?

__________________________________________________________________________

__________________________________________________________________________

Describe how you will overcome whatever is holding you back.

__________________________________________________________________________

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SCHEDULE: To start winning bigger tomorrow, what’s the best schedule for your most productive business behavior?

__________________________________________________________________________

__________________________________________________________________________

HABITS: What new habits will you promise to start developing?

__________________________________________________________________________

__________________________________________________________________________

COMMITMENT: What will you absolutely promise to do, starting immediately, to begin these improvements?

__________________________________________________________________________

__________________________________________________________________________

Your Name _____________________________________________

Your Signature: __________________________________________ Date: ______________

Planning Tools

 

MONTHLY PLAN – (Month)

ANNUAL GOALS: PERSONAL	ANNUAL GOALS: BUSINESS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.	1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
MONTHLY GOALS: PERSONAL	MONTHLY GOALS: BUSINESS
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WEEKLY PLAN ~ (Week)

WEEKLY GOALS: PERSONAL			WEEKLY GOALS: BUSINESS
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Your Vision Statement

 

                                                                                        

(Your Name)

 

Personal Vision Statement

 

I look at life as an adventure and a journey to be experienced and enjoyed right now. I live a balanced life and enjoy the passage of time. I believe my thoughts will attract my life circumstances and, in order to create the results I desire in my life, I must align my thoughts, words and actions with my desires. I make decisions and choices in harmony with what I believe to be true principles of life. My ongoing purpose is to…        

 

 

 

 

 

I am solely responsible for the choices I make. The choices I have made in the past have gotten me to where I am today. The choices I make in the present will create my future. I intend to spend my time…

 

 

 

 

 

 

I enjoy the following choices:

 

 

 

 

 

 

 

 

 

                                               

Instructions:

 

Use this template to develop a first draft of your personal vision statement.

 

The main point of this exercise is to spend some time thinking about what kind of life you want to live. Write the statement in the present tense (as if everything you describe about your life is already happening) and then work toward closing the gaps between the life you described in your personal vision statement and your current reality. Remain flexible and be willing to revise (improve) the statement as events unfold in your life. 

Thanks to Chris Crouch

 

Even Simpler Goals

An Even Simpler Business Plan

AKA: Your Make More Money Plan

Answer these questions and keep this document in front of you and up to date.

1. WHAT ARE YOUR TOP 3 TO 5 SMART GOALS?

· What’s your plan for achieving each of them?

· List the resources you’ll need.

· How will you get the resources you may not now have?

2. HOW MUCH MONEY?

· How much gross income do you want to make in an average month?

· What do you expect your average monthly overhead cost to be?

· How much money do you want to take home each month?

3. WHAT’S YOUR MARKETING PLAN?

· Who are your most likely buyers?

· How will you attract them to you?

· How will you organize your marketing activities?

· Scorekeeping: how will you know if you’re even, ahead, or behind, and by how much?

4. WHAT OBSTACLES (WEAKNESSES/THREATS) NEED TO BE OVERCOME?

· What’s your plan to overcome each of these?

· What resources will you need to do so?

5. WHAT SPECIFIC STEPS WILL YOU FOLLOW TO GET WHAT YOU WANT?

· What must you do first?

· Second?

· Next, and so on?

6. WHAT’S YOUR WEEKLY TIME ROUTINE?

· What is the best schedule for your Show Time, Prep/Detail, and Free Time periods?

· When will you hold Private Office Hours?

7. CONSEQUENCES OF YOUR PROGRESS…

· Besides more money, how else will your life improve in the coming months?

Courtesy Dr. Richard Borough Mastermind Alliance

Goal Setting/Planning for Business

A Simple Business Plan

by Dr. Richard Borough

AKA: Your Make More Money Plan

To create your Simple Business Plan, write complete answers to these seven questions. Keep this document up to date and in front of you every day. It matters.

1. What do you sell?

· If this is likely to change in the next year or so, describe how will it change?

· What’s the mission (or purpose) of your enterprise.

· What’s the vision (your direction) for the next 12 to 24 months?

· How will you communicate mission and vision both internally and externally?

2. How much money will your enterprise make?

· What will be your Gross Income & Net Profits/mo? 12 months out? 3-5 years out?

· How much money will you personally take home/mo?

· When you are earning what you want, what life style will you enjoy as a result?

3. How will you sell your products and services? Marketing plans:

· What is your Sustainable Competitive Advantage?

· Who are your most likely buyers and what needs of theirs do you satisfy?

· How can you cost-effectively reach out to your best buyers and attract them to you?

· How do you collect your money?

4. What’s the most cost-effective manner for you to provide your products and services?

· What human, financial, facility and equipment resources will you utilize?

· How many hours/wk will you work? By when would you expect the option to work less?

· What’s your weekly time schedule? What is the best schedule for your Show Time, Prep Time, and Free Time periods? When will you hold Private Office Hours?

5. To consistently reach your Net Profit goals, what obstacles (weaknesses/threats) need to be overcome and how will you overcome each of them ASAP?

· How will you keep on track with your personal money making activities?

· Product and service delivery activities?

6. What new/better behaviors will you need to implement in order to get to the next level?

· What must you do MORE often or better? LESS often? START doing? STOP doing?

· How will you measure progress on this? Who can help you do this?

7. What series of goal driven steps will you follow to get you what you want?

· What must come first?

· Second?

· Next, and so on?

Do You Set Goals?

Benefits of goal setting

Superior focus

 

Strategy/Accountability

 

Productivity/Profitability

 

Harness your energy

 

Satisfaction and meaning

 

Make efficient use of your time, talents, and

opportunities

 

Create meaning, fulfillment, joy, direction and

accomplishment

 

SMART Goals

 

Specific

 

Measurable

 

Aligned

 

Rewarding

 

Timely

 

Each and every goal must be written and

 

incorporate the above or is not a true goal.

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