Don’t Let The “Experts” Get You Down March 25, 2009

There are a lot of self proclaimed “experts” out there.  I am completely okay with this as long as they play nice and add occassional value.  The issue is some are strong egos telling others that they are “doing it wrong.” Now, some of this is probably marketing: painting the pain as I like to call it.  But, a lot is just plain bullying and hard sales tactics threaded into supposed community conversations.  

Where Are They Now?  Have you ever looked back at the most popular kids from  high school? I can say with confidence that most I knew are living  mundane lives. Funny how the renegades were geeks – Bill Gates, Larry Page, Oprah Winfry.  Bullies and clicques are still around and they are an unfortunate bi-product of online communities.  These communities are fueled by real people.  That is certain to bring out their personalities, which is not always good.

Big “Egos” – My husband has traded options since the late 80’s and will confess that traders have big “egos” over the phone. (That’s not the word he used, but I want to keep it G rated.)  It’s equally so online. When there is little risk that they might run into you in person, it’s amazing how people will behave. Some only talk within their clicque and others will talk with you as long as you’re agreeing with them or a potential client. Regardless, don’t take anything personally.  If they really are experts and very busy, they may have their assistant posting anyway.  (Bad idea, btw.)

The Gomer Pile Approach - I subscribe to good old fashioned Gomer Pile friendliness.  Anyone who comments on my stuff is sure to receive a reply within 24 hours. It might just be a quick hello, but it doesn’t take long.  I spend 30 minutes total each day managing three very large online networks.  I’m amazed when someone I perceived as a perky-star has dry and unusual comments that run counter to their other posts.  I get a sense that those perky-posts are staged or there are multiple posters.

 

The Crab Pot – As you grow your business you will become more exposed and others will try to knock you down.  You need to prepare yourself for this and instead of feeling bad – welcome it.  When you become a target, you have become an expert.  You’ve arrived!  The hardest thing to do is not react when attacked.  Some people are just being outspoken, others had a bad day and others are bent on making you look bad. 

 

Virtual Bridges Still Burn – Honestly, you need to keep it cool online. You never know when the person you dissed becomes Larry Ellison and decides to hunt you for sport.  Also, the guy you gave a simple suggestion to could have build his business around that concept and become Richard Branson.  Be kind.  Ignore the snobs. Don’t let the web turkeys get you down.

Harness Happiness – Mine Referrals March 18, 2009

I am not buying into this poor economy one bit.  Just listening to everyone I come into contact with tells me that it’s changing already.But don’t get complacent and throw a party.  If you are reaping the rewards of new clients now, you did something to make them happy in the past.  But, did you plan to harness their happiness?  Every business that has even one client needs a referral mining strategy.

 

Who Loves Ya, Baby?  Although somewhat shallow, tracking your fans by how many converted referrals they send is a must-measure in your plan. Yes, there are clients who think your are a super-hero but you need to be a tough grader.  Someone who sends you 10 contact leads is less valuable than someone who sends you 3 ultra-qualified referrals. Keep opportunities in perspective.

Ask While They’re Smiling – When your client thanks you or shares a complement, you need to have a perfect retort ready.  ”I am so happy that I could help you prosper. Can I quote you on my website?” When they are experiencing the euphoria of your work they can’t say no.

 

Resurrect Past Happiness - Don’t worry that you haven’t been gathering this information all along.  You can bring back the dead with a friendly call, email or card.  Honestly, people tend to move on and if you did a good job with them you helped their business progress.  As long as you don’t lead with the referral request, they will be happy to catch you up with everything they have done since you last spoke.

Have a Plan. Work Your Plan - Maybe this is a really big list.  It’s daunting to get caught up. You know now what you should have been doing all along. Forgive yourself and start now.  Plan a catch up strategy. Contact two or three each day, block an hour each week: whatever is most comfortable for you.

Move forward with your plan.  Don’t get stuck in too much strategy. Get in there are clean this up.  After the first few contacts, you will wonder why you were procrastinating this.  Happy past client will not only be happy to hear from you, but will be happy to hear from you too.

 

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up.www.paulapollock.com

What Goes Tweet, Tweet, Ka-Ching? March 12, 2009

Your business on Twitter, of course.  This has been an interesting stage for Twitter: once the fodder of smarty-pants-businesses and neigh-sayers. Now we have senators ignoring the speakers and tweeting about basketball games and candy companies swiping posts for corporate PR. It’s become the “in” thing to do for your brand.  But, isn’t it an amazing time suck as well?  Yes. It’s like any new toy: you play with it a lot when you first get it and eventually it loses it’s shimmer and glow.  For you who are asking, “Now what?” here are some practical time managment tips for your Tweets.

 

Twitter Goals - This needs addressing up front.  If you use Twitter to keep you company or distract you from your boring day job, you can stop reading now.  The rest is for the practical user.  If you have a goal to network, meet like-minded professionals or find business then let’s get practical.  You do not have time to play all day on Twitter.  So, here are some ways to help you stay a little more connected and still work with your clients.

 

Auto Direct Messages - This topic is very controversial amoungst Tweople. Some think it’s absolutely horrible and impersonal.  Others use it exclusively and rarely Tweet live.  Both are extreme.  A happy medium is probably your best strategy.   Since my goal on is to meet other smart marketers and find potential new clients, I choose to thank all followers with an auto reply that also has a link to some free info.  Now, some think this is a cardinal sin of Twitter.  Sorry, but I am only trying to attract followers who have some interest in marketing.  If you are that offended, you can unfollow. I’m okay with this.

 

Searching For Your Tweople - Mastering the Twitter Search is essential. Once you can connect with the right Tweople, the rest is pure visability and likeability.

 

Conversion – Yes, conversion again!  What’s the point at having 3,000 followers with a goal of locating new clients if you don’t plan to convert? You’re going to need ways to interest them so they want more information about your product. Also, getting them to move to email or opt-in is important.  (A.k.a. Click my junk on Twitter)

 

Most of all, social networking is like dating.  You need to move slowly and build credibility. When the opportunity arises to move the relationship forward, stay cool or you’ll scare them off.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up.www.paulapollock.com

Are You Selling ’til They Snooze? March 5, 2009

With the economy doing what it’s doing, even the most positive individuals are stressing from lack of customers.  It’s making people revert to bad selling habits that can only backfire and potentially ruin a longer customer relationship.  Even though I’m a marketer, I’ve been a sales manager and we all know in small business, Everbody’s Got To Sell.  Here are some observations and remedies for your jangling sales nerves.

Desperate Times - If you are approaching everyone you see looking for an opportunity to sell yourself, you probably reek of desperation. When have you ever bought from a desperate person, except maybe out of pity?  Desperation make some people a little crazy because they are focusing on lack.  I truly believe you get more of what you focus on. While it’s wise to review the numbers, don’t dwell.  Accept them and start focusing on what you’re going to change in your sales process to move them up and eight. 

What Time Is It? - Do you look at your watch or do you launch into the history of Greenwich Mean Time?  I’ve said it before and I’ll say it again – no one cares about your business, only what it can do for them. Almost everyone in business, particularly those with complex products or solutions has certain industry jargon and information that is way over the head of your target.  Occasionally, someone wants to learn all the details before buying but certainly not in the first meeting.  Check yourself next time someone looks away while you’re talking or seems glazed over.  What are you saying right now?  You’ve probably launched into an overly complex description or a sales pitch before qualifying the person.  

Respect People’s Time - Countless people feel that being granted a meeting means open season to take as long as they can keep you.  (I now make a point of sandwiching certain meetings together so I can make a clean break.)  If you are given the opportunity to pitch someone have a planned end time, remind the person that you intend to be done by that time and stick to it.  If it’s informal, like a networking coffee, don’t plan any sort of formal pitch.  

Snap Out of It – It warrants repetition:  No One Cares About Your Company!  They only care what it can do for them.  If you honestly think all people want to know the explicit details of your process, I recommend you get out of business and go into teaching. Everyone will be happier.  If you can swallow this hard pill, then figure out what you offer that is exponentially better than anyone else in your field.  Benefits and results first; signed contracts later.  

You know you will run into people: at lunch, networking, on weekends, online.  Plan for those encounters in advance.  You certainly can’t expect to close a sale in a first meeting.  Think about these casual meetings in advance so people actually will want to talk with you at parties instead of looking for a way out of a conversation with you.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up.www.paulapollock.com