Business Pundit » Skills

So What? How to Communicate What Really Matters to Your Audience: A Book Review

Drea — Thu, 12 Nov 2009 20:25:29 +0000

How do you sell something? Do you start with “I want to tell you about _____?” Do you introduce yourself by your job description, then try your best to keep eye contact as your audience’s attention wanders?

If you do, stop. The people you’re addressing don’t care about you or your offerings. Until you revamp your way of thinking, planning, and communicating, they’ll continue to ignore you. In “So What,” Mark Magnacca shows you how to communicate with your audience in an efficient, effective way.

The key, as the book’s title suggests, is addressing the so what? factor. According to Magnacca, a sales expert and business building coach, your audience—whether they’re prospects, existing clients, colleagues, or acquaintances–need to know how your product or service benefits them. Without knowing what’s in it for them, your audience won’t truly listen to you. You waste time and energy on sales tactics that don’t work.

In his brief, useful book, Magnacca coaches readers through the process of solidifying a So What? mentality. You finish the book knowing how to make a pitch resonate, regardless of audience. The end result? Better returns, a bigger customer base, and improved communication skills.

Magnacca outlines 3-4 simple lessons in each chapter. Chapter 1 tells you to adapt a new (So What?) way of thinking. Chapter 2 describes how you need to put the needs of your audience first. Subsequent chapters cover how to find out what’s most important to your audience, how to structure a presentation around that, how to properly prepare for a presentation, how to position yourself, how to present yourself, and how to keep yourself relevant. Although some lessons seem tangential—for example, “be authentic” seems like a superfluous reminder—the overall techniques in the book are helpful.

The author crafts each chapter in a way that convinces you the techniques work. Each chapter starts with a story, covering movies, sports stars, companies, politicians, Magnacca’s own experience, and other scenarios. The stories illustrate why the lesson in the chapter is effective. Magnacca also infuses chapters with additional examples of how So What techniques have made real-life business communications more effective. The end of each chapter summarizes a list of key points, and how you can apply them to your situation.

The book is written to teach. It’s simple and useful. You can breeze through it, but if you want to let Magnacca’s sales techniques gain traction, you need to put some time and practice into his lessons. If you need a sales boost, a new perspective, or just new ideas, grab a copy.

For more on “So What?”, go here.

Full disclosure: We were sent a copy of the book to review.

3 Things to Know Before Your Business Switches to VoIP

Drea — Wed, 11 Nov 2009 18:58:48 +0000

Image: Belkin

This is a guest post by Resource Nation’s David Liu.

According to a recent BT Professional Services study, nearly half of all global IT organizations have already installed or incorporated VoIP into their infrastructure. Business VoIP service is a rapidly expanding industry- if you’re company hasn’t made the switch yet, chances are it’s something you’ve considered.

However, not all business VoIP phone systems are created equal. The best fit for one company might not work well for another business, and some enterprises have specific requirements that necessitate one type of system or another. Here’s a basic guide on what you need to know before you choose a VoIP system.

Type of System: On Site v. Hosted

VoIP comes in two basic varieties- “on-site” systems, such as on-premise IP-PBX, and “hosted” systems, where equipment is housed at the provider location. Both present distinct advantages for businesses with different needs.

An on-site system allows you greater control over bandwidth designation, features, and security options, and can be customized more easily. Since you own the equipment, you can modify it as you see fit. On-site systems require a higher initial cost outlay, and are maintained and updated by the owner, which can also lead to further costs down the road.

Hosted systems, on the other hand, are a bit like leasing- you pay a monthly fee to use the system software, but it is maintained, updated, and repaired (if necessary) by the provider company. Hosted systems are portable, too- if you move offices, there’s no need to reconfigure complex equipment. Some vendors offer “hybrid” options, where some equipment is off-site and some is self-maintained. Make sure you carefully consider your available office space, maintenance budget, and technological know-how before choosing a hosted or an on-site system.

Types of Connections: Dedicated v. Open Internet

VoIP systems use Internet Protocol to route calls. Not all internet connections are the same. Although you can technically use a VoIP system with any speedy internet connection (wireless, broadband), some providers require a specific type of transmission, typically a T-1 line. T-1 lines are considered dedicated connections. Your service itself might be less expensive, but the cost for a T-1 line can be hundreds of dollars a month.

Your other option is to route calls using an “open” internet connection, which is less expensive but can pose more of a security risk. Geographic location and provider preference are the two big factors to consider here. A T-1 line provides a faster connection in some areas, which is why some providers require it to install a VoIP system. Ask your VoIP services vendor if they require a specific type of internet connection.

VoIP Providers: What to Look For

Not all small business VoIP providers are the same- some cater to smaller businesses, while some only serve larger companies.

When choosing a VoIP service company, service offerings and budget shouldn’t be your only concerns. You should ask for local references, find out who your “contact” person at the company will be (if you are assigned a dedicated service representative) and thoroughly examine the vendor from a customer service perspective.

A VoIP system is a long-term purchase- it’s important to choose a vendor that’s willing to work with you to provide the best system for your business at a price that’s within your budget.

Resource Nation provides free tools, tips, and purchasing advice for business owners and entrepreneurs in over 100Resource Nation provides free tools, tips, and purchasing advice for business owners and entrepreneurs in over 100 business categories ranging from phone systems to credit card processing. Whether it’s connecting businesses with local and national pre-screened vendors, or offering easy service comparisons on a VoIP service, Resource Nation empowers business decision makers by providing the information they need to make smart choices.

David Liu is a writer and comedian based in San Diego, California. He writes extensively for Resource Nation and VoIP service, an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs.

15 Podcasts That Will Make You Richer

Drea — Tue, 03 Nov 2009 18:00:58 +0000

To grow money, you have to know money. And to know money, you need to study it: Its movements, who’s making it (and why), who takes it away, how to keep it, and how to grow your personal stash.

Unless you’re a child prodigy like Warren Buffett, or you have a trust fund, this stuff doesn’t come on its own. It takes years of learning and experience. And what better way to learn than to throw on a podcast in the car, at the gym, or in another convenient setting?

We compiled this list of audio resources to make you richer. Even a weekly listen will boost your moneymaking IQ. See which of these valuable podcasts suits you best:

1. The Dave Ramsey Show

Author, financial expert, and TV personality David Ramsey gives callers straightforward financial advice. People call in with problems ranging from retirement investing to leasing a car. Dave responds in a no-nonsense, but entertaining way. The result? A very listenable and satisfying podcast.

Bottom line: Dave’s original, quotable style sets this money advice podcast apart.
Duration: 40 minutes
Frequency: 5x/week

LISTEN to the podcast here.

2. Money Girl’s Quick & Dirty Tips for a Richer Life

Personal finance author and business consultant Laura Adams shares practical financial advice for regular people. Her clear, easy-to-understand podcast covers everything from tax breaks to transferring credit card balances. She keeps her show to-the-point, without rambling interviews or digressions.

Bottom line: Money Girl’s concise, direct financial lessons offer an easy way to improve your money prowess.
Duration: Varies; between 5-9 minutes.
Frequency: Once a week

LISTEN to the podcast.

3. Marketplace

Marketplace, a public radio production, gets you your news, current event, analysis, and commentary fix in a professional, put-together way. You get an intelligent big picture of the current economy and the people in it.

Bottom line: A professional, quick info-fix that keeps you up-to-date on news, events, and analysis.
Duration: 29 minutes
Frequency: 5x/week

LISTEN to the podcast.

4. Harvard Business Ideacast

The Ideacast, put on by the folks at Harvard Business Review, gives you the audio version of their valuable content. Hosts interview professors on their research and studies, give insight into everyday topics and trends, and tell you how you can use new findings to improve your career or business. Topics and guests are consistently interesting.

Bottom line: Gain cutting-edge business and career knowledge, insight, and tips here.
Duration:10-20 minutes
Frequency:4-5x/month

LISTEN to the podcast.

5. Manager Tools

Manager Tools gives you practical advice on how to become a better leader and manager. Instead of analyzing theory, the podcast offers techniques and specific actions you can take to improve your management skills.

Listening to Manager Tools is like talking to friends about business topics. You get useful, real-life advice and insight. The commentators sometimes insert fun, humorous discussions, keeping the podcast interesting.

Bottom line: This fun, practical, friendly show gives good business advice in general, whether or not you’re a manager.
Duration:25-35 minutes
Frequency:4-5x/week

LISTEN to the podcast.

6. Duct Tape Marketing

Marketing guru John Jantsch, creator of the well-known Duct Tape Marketing blog and books, interviews prominent guests for his informative show. Most of Jantsch’s guests, whether entrepreneurs or social media specialists, have some kind of marketing expertise to share. When you listen, you gain both marketing wisdom and insight into cutting-edge ideas.

Jantsch’s show sounds homegrown—both his interview style and studio sound quality reflect a relatively informal style. The upside is that you experience guests from an entrepreneur’s perspective, which gives you an intimacy with interviewees not found through the standard journalistic approach.

Bottom line: Stay in the business and marketing loop by listening to Jantsch’s guests.
Duration: 15-25 minutes.
Frequency: 2x/week (with exceptions—see Jantsch’s site)

LISTEN to the podcast.

7. The SalesRoundup Podcast

Entertaining, bantering hosts—and longtime salesmen–Mike and Joe discuss ways to improve your sales skills in this fun, engaging show. They tell stories to build their scenarios, analyze industry trends, and offer you ways to do it right. They also interview experts on all kinds of sales topics, including sales prospecting, recruiting, negotiating, dealing with “seemores,” and much more.

Bottom line: Build your sales skills. Make more money. Stay entertained in the process.
Duration: 35-40 minutes
Frequency: 1x/week

LISTEN to the podcast.

8. WSJ’s Your Money Matters

Listen to Wall Street Journal-quality personal finance reports, complete with expert input, on this mainstream media podcast. Learn the latest tax laws, corporate moves, technology, and other relevant business news in short order. This podcast is generally around 5 minutes long, allowing you to update yourself on topics quickly and easily.

Bottom line: Listen daily. Stay informed.
Duration: 5-7 minutes
Frequency: 5 days a week

LISTEN to the podcast.

9. Total Picture Radio

Host Peter Clayton displays interviewing mastery in his tri-weekly podcast. Radio interviews can sometimes be tedious or dense, but Clayton’s choice of interviewees, insightful questions, and range of topics make his show a must-listen.

Total Picture Radio started as Landed.fm, a show created to help professionals between jobs “land” a position. Its focus on helping professionals succeed remains, but its broad scope of both subjects and experts enables even non-business-minded listeners to glean wisdom from Clayton’s interviews. Bonus: The show’s frequency and range of interviewees lets you pick and choose interviews most relevant to you.

Bottom line: Experts talk about a range of topics–and the interviews are almost always gripping.
Duration: Between 9-30 minutes
Frequency: 3x/week (generally)

LISTEN to the podcast.

10. Planet Money

NPR’s Planet Money gives you a behind-the-scenes look at money, how people make it, and how people take it. The show is especially good at covering events related to the financial crisis, bailout, and government rescue.

They’re also adept at reporting on regular peoples’ experiences with topics. For example, recent shows feature regular joes dealing with health insurance bills, educating students about the financial crisis, and what kinds of plants (read: weeds) people ate during the Great Depression. Interviews, expert quotes, and relevance to everyday listeners make this podcast a good staple.

Bottom line: A daily listen will boost your understanding of how current events relate to everyday life.
Duration: Between 10-25 minutes
Frequency: Every other day

LISTEN to the podcast here.

11. Sound Investing

Seattle-based investment firm Merriman puts together this excellent financial podcast, which has aired on Seattle radio for nearly a decade. Timely topics, like how to hedge against a weak dollar, keep you up on handling the market’s blows. The show’s three announcers banter and joke, adding a teasing informality to potentially dry topics.

They lend their opinionated, often-funny approach to a variety of money topics, including mainstream finance trends, expert opinions, and interviews (Jack Bogle and Knight Kiplinger have been guests). They add music for variety. Some episodes run close to an hour, so you may want to pick and choose which shows to play.

Bottom line: Solid financial advice packaged in an entertaining show take the dryness out of dividends.
Duration: 50+ minutes
Frequency: 2x/week

LISTEN to the podcast.

12. Jim Canterucci’s Personal Brilliance Podcasts

Coach, project manager, and organizational change expert Jim Canterucci interviews up a storm in his discussion-based podcast. Each podcast is devoted to a fascinating interviewee, ranging from entrepreneurs and CEOs to marketing and social media. He covers the gamut of subjects relevant to business today.

Each short interview addresses one aspect of Canterucci’s four personal brilliance catalysts: Curiosity, focus, awareness, and initiative. The result is an engaging, enlightening podcast.

Bottom line: Canterucci’s podcast gives you insight into an expert’s world. This, in turn, helps you think brilliantly.
Duration: Varies; generally 10-15 minutes
Frequency: 3-4x/month

LISTEN to the podcast.

13. The Disciplined Investor

Experienced investment advisor Andrew Horowitz uses analysis and attention to detail to give lay investors a clear picture of the market they play in. While financial news generally reports what’s happening, it doesn’t pay attention to the consequences and strategies for dealing with events. Horowitz does just that. For example, a recent show addressed this question: Will the government stimulus result in inflation? What happens next?

He points out the bigger picture behind global markets, news analysis, and trends. He puts the missing pieces together. The level of detail makes it a bit dry if you’re not interested in investing, but if you are, don’t miss this show.

Bottom line: If you want to learn or stay informed about the investment world, Horowitz is your man.
Duration: Varies; usually 40-50 minutes
Frequency: 1x/week

LISTEN to the podcast here.

14. Inspiring Words of Encouragement

Once you get past each show’s cheesy introduction, motivation guru Zig Ziglar’s energetic stories will inspire you. His passionate narration, compelling voice, and lively stories instantly absorb you—and teach valuable lessons along the way. Most of Ziglar’s podcasts require a lot of attention to follow, so they’re ideal while you’re driving, exercising, or just sitting.

Bottom line: Zig Ziglar’s podcast helps you feel better while you learn.
Duration: 5-20 minutes
Frequency: 3-4x/month

LISTEN to the podcast.

15. Clark Howard

The Clark Howard show has a tagline: “Save more, spend less and avoid rip-offs.” That’s exactly what Clark, a well-known consumer advocate, shares in his podcast. By listening, you’ll learn what companies are ripping you off and how to avoid their traps.

Shows also cover how, when, and where to save money, and how to address business problems that affect consumers directly. Additionally, Clark and his team—who have two hours to talk each day–cover trends, company stories, common business problems, and personal experiences, offering a complete daily business show.

The combination of topics makes this consumer-centered show a useful addition to your listening lineup. Each show is 2 hours long, so pick and choose according to your topics of interest.

Bottom line: Clark keeps you up-to-date on rip-offs, savings, and more.
Duration: 2 hours
Frequency: 5 days/week

LISTEN to the podcast.

10 Business Lessons from Fedor Emelianenko

Drea — Mon, 02 Nov 2009 15:00:36 +0000

Image: The Faster Times

Fedor Emelianenko has been called the baddest man on the planet. We think a case can be made that he is the most fit man to have ever lived in the history of our species. Undefeated for nearly a decade, this MMA (mixed martial arts) hero’s explosive ring style leaves opponents and spectators stunned.

On November 7, Fedor fights American Brett Rogers in Chicago. Rogers has remained undefeated for two years—but will his aggressive fight stand up to Fedor’s thunderous punches and uncanny ability to power out of submission attempts?

Fedor is one of this decade’s most skilled athletes. When you investigate him more closely, it becomes clear that he has set himself up for success. Discipline, a simple routine, the right support network, and calm before the fight are some of the secret ingredients to Fedor’s unparalleled success. Business can learn from his style. Here are ten business lessons that Fedor can impart:

1. Stay calm

Fedor stays calm and stoic before a match, to the point of looking bored. Unlike some of his opponents, he doesn’t get himself pumped up or trash talk before a fight. Instead, he has been known to play cards with his friends. When Fedor enters the ring, he does so with respect. He saves all his energy for the fight.

During Fedor’s fights, that focus pays off. Nobody has proven a match for his explosive speed and power in almost a decade. Moreover, Fedor’s calm demeanor adds to his mystique. It disarms many opponents, giving him an instant advantage. They just can’t read him. It makes them nervous–which is something Fedor benefits from.

2. Focus on the fundamentals

Fedor appears nonchalant and stoic–until he throws a punch. He wastes no energy on appearances. He doesn’t express emotion during fights. By not distributing his energy elsewhere, he is able to focus completely on a fight. And by focusing completely, he is able to use more energy in the fight. And win.

3. Be prepared & disciplined

Fedor knows that a fighter is as good as the work he puts in. He keeps a regular, intense training schedule. He runs five miles in the morning, then wrestles, practices boxing, grappling and sparring, and strengthens by doing pull-ups, crunches, and dips.

He doesn’t take days off. He does everything from start to finish—and devotes himself completely. That takes an incredible amount of discipline and endurance.

This preparation and discipline pays off in the ring, where his focus doesn’t waver.

4. Avoid complacency

When Fedor started fighting, he said that he always felt he could do great. His coach said that he always had raw talent, and learned new things quickly. Fedor was promising from the very beginning.

As he ascended through the MMA ranks, Fedor easily could have grown complacent, relishing his position on the top. But he didn’t. He doesn’t see himself as the best, but as someone who is always growing. He is always getting better. And that attitude keeps him on top.

5. Keep it simple

Fedor adheres to a steady, normal routine. It’s the same basic routine, week in and week out. And it works.

Moreover, he trains virtually in secrecy. His seclusion keeps him from being distracted by fans, fads, and other potential weakeners of the will. Moreover, his seclusion adds to his mystique. He always keeps everyone guessing—in part by staying guarded about his own routine.

His consistency also pays off in the ring, where he remains undefeated.

6. Stay steady in a storm

Fedor stays relaxed and flexible, even in the ring. During his PRIDE fight with Kevin Randleman in 2004, Randleman suplexed Fedor, potentially injuring him. Fedor, however, was so relaxed and flexible that he recovered quickly—and ended up winning the match. He generally looks and acts calm, even in the heat of a fight.

7. Respect everyone

When Fedor fights, he explodes on his opponents. Any opponent has good reason to be scared of him before entering the ring. Yet Fedor is always respectful of his opponents. When he enters a fight, he wishes respect. He doesn’t glare or talk or move around. He’s inert and polite—until he starts hitting.

8. Have the right team

Fedor surrounds himself people he knows well and respects. He trains with longtime grappling, boxing, and Muay Thai coaches. His doctor Oleg Neustroev is also his masseur and psychologist. He is close to his training partners. He also remains close to his friends, who have known him for a long time, and family. He and his priest are also close. His good relationship with his team gives him a tight-knit, steady support network.

9. Be a leader

Fedor’s stellar fighting has inspired millions of fans. But he doesn’t let fame fluff up his ego. Instead, Fedor uses popularity to help others succeed. He enjoys trying to be useful to people. He takes on the role of a mentor instead of a superstar. He teaches classes. Before the Beijing Olympics, he carried the torch for Russia in St. Petersburg. He is exemplary rather than haughty, which proves his strength of character.

10. Live in the present

Fedor knows life can’t be scripted. That’s one reason he stays so relaxed in the ring. He remains present during the fight, allowing him to adapt his moves as the fight unfolds. Staying aware also helps him study his opponent in real-time and react efficiently to situations within the fight. His discipline helps him prepare, his focus concentrates his energy, and his present-moment awareness leaves him prepared for any move.

How to Use Twitter for Your Business

Drea — Mon, 05 Oct 2009 15:50:52 +0000

Using Twitter for business is easy. As long as you follow the guidelines below, you’ll have a legitimate business Twitter account. The hard part is gaining a big following. Patience, persistence, and consistent tweets will help you gain a following over time.

If you have a business, and are thinking about tweeting, try the steps below.

1) Open an account.

Simply open an account under your business’s real name. Upload your logo to use as an icon. If your personal identity is tied into your business, use your real, full name and a headshot. Start tweeting.

2) Find people to follow.

Image: CC Chapman/Flickr

Once you’ve tweeted a few times, start finding people to follow. Follow people in your industry, competitors, friends, colleagues, and people you admire (for business purposes). You can use one of many Twitter apps to find people by topic. Twellow—the Yellow Pages for Twitter—is an example. With time, people will start following you, too.

Note: Some followers are spammers. Whenever someone unfamiliar signs up to follow you, flag them for further investigation. Are they using a real name? What do their tweets look like? Avoid them if they only tweet spam.

3) Tweet away.

As a business, your tweets will look slightly different from the life updates that most individuals share. Although life updates keep your tweets interesting, keep them business-related. For example, thank individuals for their help. Recommend people. Ask questions.

In addition, follow the tweet subjects below to maximize Twitter’s business utility:

–Link to news about your industry, sports, etc.

–Link to new deals and promos. Be sure to include the occasional Twitter-only promo. An easy way to do this is to offer free drinks to Twitter followers. Name the drink something unique that only your Twitter followers will be able to read. Then, when they come in, they can request the special drink by name—and get it free. You can also tweet contests—guess the winning team and get a free beer—or special codes that people can show on their cell phones.

–Ask your followers for feedback on their experience with your product, new ideas you have for events/ promos, etc.

–Job postings. Post short descriptions and a link to where followers can learn more.

–Live event feeds. For example, if you host a contest at the bar/restaurant, have someone tweet it live.

–Customer service. Encourage customers to tweet with questions, feedback, etc.

–PR firefighting. If something happens that could damage your reputation, post your defense on Twitter. Big companies do this all the time when faced with something potentially damaging.

–Reply to people’s tweets. Get in touch with them personally.

–Retweet. Show others whose tweets you’re interested in.

4) Monitor your reputation.

Image: DollAddiction

Periodically search for who’s talking about you using #hashtag searches. For example, search #yourbusinessname to see who is talking about you. Use other hashtag searches to follow industry news.

5) Promote yourself.

Image: BlogsDNA

Make sure people know you’re on Twitter. Promote your Twitter profile on your website, email (footer), in your store, on your business cards, ads, and other social networking sites. Make your Twitter profile visible and clickable. The easier you are to find on Twitter, the more people will find you.

Mistake #5: Blending In

Lela Davidson — Wed, 30 Sep 2009 16:20:13 +0000

Okay, so maybe you don’t want to wear Technicolor socks, but if you’ve ever walked into a business meeting without a smile and a handshake, this post is for you.

This post is the fifth in the series 8 Mistakes Men Don’t Make. Blending in at the outset can ensure that no one takes you seriously when you’re ready to be heard. But I’ll let you in on a secret: men make them too, especially this one.

Banish Passive Introductions

A powerful introduction is audible, direct, and confident. It includes not only your name, but your title or role in the organization. This is the first clue to others in the room that you know who you are and that you’re there for a purpose. Entering a room quietly does nothing to establish your authority.

Physical Positioning

A big mistake is sitting, literally, on the sidelines of the room. I see this one all the time. In an effort to be polite, or to avoid being perceived as a threat or challenge, women will take the side chairs in a meeting room. Another power sucking move is to take the spot in the middle of the table every time.

When I was in school accounting students with good grades were aggressively recruited by the big accounting and consulting firms, as well as Fortune 500 corporations. Recruiting events were pseudo-social events where our softer skills could be observed. One of the first things we learned was to choose your company before you sit. In important meetings, pay attention to where you are, physically.

Speaking of—stand up! The more space you take up, and the more of your body that is visible during communication, the more of your message gets across. My enemy is the podium. At 5’1” if I stand behind one, all you see is my head—and that can be all but obscured by a large microphone. When I speak to a group the first thing I do is take that bad boy out and start moving around the front of the room.

To the Host Goes the Power

I love this idea. Other people naturally defer to you on your turf. While you may not be able to host every interaction, a lot of times you can ‘play host’. The more people you know in the room, the easier this is to do. Get people talking about themselves just as you would if you were sharing cider in your home and you will create instant rapport.

Like these ideas? Check out Carol Spieckerman and Lisa Carver, who came up with the original list of mistakes men don’t make.

Image Credit: Pink Sherbet, Flickr

Mistake #4: Resisting Duality

Lela Davidson — Mon, 28 Sep 2009 15:58:59 +0000

How many people are inside you? And more importantly, which one has the special skills and personality traits that you need right now to achieve an important goal?

Today’s topic is #4 in the 8 Mistakes Men Don’t Makeseries, and it’s a killer. Resisting duality describes what we do when we are unwilling or unable to take on different personas in different situations to achieve certain objectives or fulfill certain roles.

You Are Multifaceted – Use It!

You are not the same ‘you’ all the time. Different situations require you to feature different aspects of your personality. Women especially can get sucked into the idea that we have to be our deep and authentic selves every minute of every day. We tend to downplay our skills and accomplishments, presenting our content—whether it’s a report or a resume—without the sizzle it takes to really sell it.

Bottom line: facts and numbers do not speak for themselves. You need to use everything you’ve got—or rather what unique and valuable trait or skill you offer—in order to close the deal.

Selling Confidence

Sometimes people just need to believe in you. Even in you’re not in sales (but aren’t we all?) almost everyone can relate to the interview scenario.

Several years ago I followed my husband halfway across the country to follow his great opportunity. But as the glamour of mixing formula and adjusting the kids’ diets based on what I found in their diapers wore off, I began to tap my sparse new network for a job.

An acquaintance at a local CPA firm tipped me off to an opening in the tax department. I’d never done the type of work that was required, but I’d done plenty that was, in my not so humble opinion, more difficult. However, I knew it was going to be a hard sell – these were accountants after all and hard skills matter. I knew I’d have to get in on personality and my ability to connect the most related skills from my previous experience to the requirements of this one.

I laid it on thick. So thick in fact, that by the end of the interview the partner in charge stopped me mid-sentence and said,

“Yeah, I got it – you’re confident.”

At that point I felt anything but. I didn’t own a suit that fit or a blouse that wasn’t stained with spit up. I’d never heard of an oil royalty, and the majority of the firm’s clients lived off their 1970s black gold profits. I had an inside connection and I had to leverage it. If I’d been afraid to play that interview over the top, I’m sure there would’ve been a line of applicants at the door the next day.

I didn’t show up and act like ‘myself’. I put on a show and as a result was offered the position on the spot.

Image Credit: Photos8, Flickr

Bad “Gut Feel” About a New Client? 4 Easy Questions Will Resolve Your Worries.

Drea — Wed, 26 Aug 2009 18:11:24 +0000

If you work for yourself, you’ve probably come across them: Potential clients who feel a little off.

It’s hard to explain what about these strangers makes your gut churn. But, if you have a queasy reaction about a certain job or individual, your intuition could be trying to tell you something useful. Like, don’t work with that person!

Still–what if this odd-feeling client comes along just when you need business? Or they offer you an easy job for lots of money? It’s hard to say no when someone offers to pad your pocketbook.

Is there a way to both respect your intuition and the financial health of your business?

The answer is yes. I recently found four excellent questions that you can ask yourself if you have a bad “gut feel” about a new client. Tamara Suttle, M.Ed., LPC, a psychotherapist and marketing expert, shared these questions on a forum I frequent. I wanted to repost them because I found them so incredibly useful. She writes them from the standpoint of a psychotherapist, but I found them handy for anyone in a service profession:

1. How did you find me?

The answer to that could be very telling. And if it’s not, you still get marketing wisdom out of it.

2. Have you ever worked with a _____________ (fill in profession) before?

“If they are new to the profession,” says Suttle, “then I’ll probably to need to do more basic or thorough education about how things work.”

3. Did you find it useful?

“If they’ve had good experiences before, I would like to know what they are so that I understand better what they like. (I’m always curious why they didn’t return to that professional),” says Suttle.

4. What did/didn’t work for you with that professional?

“If they’ve had bad experiences, I don’t want to step into the same holes. I may need to do so proactive work to rebuild trust in the profession and correct misassumptions or expectations. If possible, I want to know how they handled the bad experiences – assertively, passive-aggressively, filed a lawsuit, etc.

This conversation takes place with every potential client’s phone call . . . right after I ask “How did you find me?” and I know it has saved me many a headache! If my red flags start flying, I’m referring that one elsewhere!”

Tamara G. Suttle, M.Ed., LPC has maintained a private clinical practice since 1991 and founded Private Practice from the Inside Out in 2003. She has spent almost 20 years consulting and teaching marketing strategies to health care professionals like you. You can learn more about her clinical practice at her website. Or check out her blog, All Things Private Practice.

The Top 10 Business Purchasing Mistakes–and How NOT to Make Them

Drea — Mon, 24 Aug 2009 18:37:54 +0000

This is a guest post by Merrin Muxlow of Resource Nation.

At some point, every business owner will be faced with a tough purchasing decision. Say you need a new POS system, have decided to outsource a key business function (IT outsourcing or payroll processing, for example) but aren’t sure where to start- how can you tell if you’re getting your money’s worth? When should you take advantage of a bargain? Too often business owners make the mistake of buying beyond their needs, spending beyond their means, or making purchasing decisions without considering all the facts. Here are the top 10 purchasing mistakes, and how you can avoid them.

1. Buying too soon.

Brand new businesses can usually get by on bare-bones equipment and upgrade as needed. A good rule of thumb: if you’re not going to use it tomorrow, don’t buy it–you might not really need it in the future.

2. “Bargains” that aren’t.

Purchasing heavily discounted software programs and industry-specific hardware, such as POS equipment (touch screens, scanners, etc.) at a liquidation sale or auction can seem like a great deal…until you realize that your “bargain” purchase isn’t compatible with any of the equipment you already own. Some deals really are too good to be true.

3. Impulse buys.

Don’t get talked into a purchase by an overzealous salesperson, or go on a new office furniture spending spree because you’re frustrated with your same old surroundings. Smart business owners only make strategic purchases.

4. Not negotiating.

You can negotiate a deal on almost any business service, and most products, too. Most phone systems vendors, POS systems salespeople, payroll services reps, and other vendors will often throw in extras, especially if you buy at the end of the month, quarter, or year, where your purchase will make the difference in their final sales numbers.

5. Not asking for references/referrals.

Always ask for references before making any significant business purchase, especially if it’s for an ongoing service. Ask other businesses for recommendations, and request reference information from prospective vendors- get a local reference if possible.

6. Skimping on research.

You should know a few basics before you start to shop: your price range, your basic requirements, the names of a few vendors, and how long the purchasing process usually takes. Don’t waste your time contacting vendors that only offer services for big companies if you’re a small business.

7. Being a know-it-all.

While research is great, getting your heart set on a particular technology or product isn’t always a good idea- you might miss out on an offering that’s better suited for your business. Be open to suggestions, even if you have a fairly firm idea of what you want.

8. Buying based on price alone.

The cheapest product or service isn’t always the best- or even the cheapest! For example, many payroll services vendors charge a very low per-check fee, but then add charges on for changing employee information or performing mandatory payroll tax deposits. Evaluate all costs to make sure you’re really getting a deal.

9. Not considering long-run costs.

Many business necessities can be leased or hosted (software, voip phone systems equipment, etc.) instead of purchased. This might cut down on the initial outlay, but will be more expensive overall. For example, many credit card processing companies sell processing terminals for a few hundred dollars, or lease them for $20/month or more- buying is clearly the better bargain in such cases.

10. Overextending yourself.

Even if a specific purchase is absolutely necessary, it might be out of your current price range. Overextending yourself is never a good idea- try buying a cheaper version that can be upgraded or even traded in as your business grows.

The most successful business owners know that good judgment and common sense can go a long way- Only buy what you need, do your homework, and don’t spend to your limits. Remember, a “good deal” is a purchase you’re satisfied with, no matter how much the actual cost.

Merrin Muxlow is a writer, yoga teacher, and law student based in San Diego, California. Merrin writes extensively for Resource Nation, an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs. She frequently contributes to several sites and programs that offer tools for business owners, including Dell, BizEquity, StartUpNation, and bMighty.

Trust Your Gut, a Lesson From the Writing Life

Lela Davidson — Tue, 11 Aug 2009 19:08:09 +0000

You may know that I’ve spent the past year writing a novel. The art of it is pretty much complete, or at least as complete as my current skill and talent allow. Now the business begins. Whether or not my words ever reach the shelves of some big box retailer or coveted Amazon listing is at the mercy of a variety of publishing conventions that I’m trying to understand and master. One of those is called a synopsis, which must represent the plot, characters, tone, and whatever makes my book special enough for an agent to determine it’s salable.

I’ve written the synopsis no less than ten times. I wrote one in the beginning to try and understand where my story was going, and several other iterations emerged as my story changed and grew. They helped me figure out my story for myself. But what I understand now is that none of that matters. The real purpose of the synopsis is to sell the story. The synopsis is the sizzle.

With the goal of selling the novel, I wrote my synopsis yet again. Then I shared it with my trusted advisors, friends who already know the story, already like it, and more importantly, like me. Is it any surprise I received rave reviews? After correcting the spelling and grammar errors pointed out by my group of ardent supporters, and encouraged by their praise, I sent it off to some people who knew better – you know, people who have actually sold books.

Upon reading their feedback, I spent the rest of the day in a deep funk. They agreed it was not quite ready. Okay, that I could have taken, especially considering that each gave some fairly specific advice about how to improve the piece. Trouble was, the advice didn’t quite jive. And even considering the critiques individually, I couldn’t agree with any of them on the whole.

So I did what I do. I worked my way through a bag of tortilla chips. Then I called some other wise counsel and whined.

It’s too hard.

I don’t know what to do.

Even if I knew what to do, I wouldn’t know how to do it.

Whine, whine, whine. To which my trusted friends replied: trust your gut. And take action. Just keep going. Annoying, but true. It doesn’t matter if you’re writing a book, creating a new flavor of bubble gum, or launching a company. Whatever you create is your baby, and no one knows a baby like its mama.

So the whining had to stop, and the work had to begin again. My ardent supporters were right. They keep me going. My challenging critiqers were right, and I’ve chosen which advice to pursue. My friends-who-listen were right. No one could make the choices but me. And my gut is right, even when I punish it with too many corn chips and exta hot salsa.

And my synopsis? Only about a hundred times better than before, so long as you disregard the salsa stains.

Tell me, does your gut know what to do?

Image Credit: another sergio, Flickr