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BUSINESSBUILDER NEWSLETTER |
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| September 27, 2003 | |||
Published by Glenn Gordon Contact me at Feedback@BusinessBuilderNewsletter.com You are one of 1400+ BBN readers. This list is 100% Optin. If you no longer wish to remain on our list, easy directions are at the very bottom of this mailing. Please don't reply to this message to remove your name.
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Hello again. Thanks for joining us for another issue of the BusinessBuilder Newsletter. Actually, this one is a week late, but I hope you'll agree it was worth it. I would rather it be late and be useful than just be one more newsletter that you decided wasn't worth the time. I have been pruning the list of newsletters I subscribe to, and find myself judging them by a quick perusal of one issue. Maybe that's harsh, but if the publisher threw together a few comments and a lot of ads and thought it didn't matter.... Well, it does to me and I expect it does to you too. In this issue:
- News and Comments News and Comments
Contest Success
Like Flash?
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LifeBuilder thoughts for today..... I invite you to send in your most thorny question or problem to be answered in the new section called Answers to your Questions. Send them to Questions@BusinessBuilderNewsletter.com What Do You Want? Do you hate people that do nothing but ask questions? They put you on the defensive, seeming to establish some kind of strategic high ground in any situation, forcing you to either have a quick, definitive response or appear ignorant or incompetent. Yes, they bug me too! But often it is the people who know how to ask the right questions who can cut to the heart of a situation or problem, leading to a possible solution. So I'm going to play the bad guy and ask "What do you want?" One reaction to a question like that is to ask "From my business or my life?" My answer is "both." In asking this question I may be going right to the heart of a problem you didn't know you had! When was the last time you asked yourself what do I really want out of life and out of my business? After, all, what do you think the chances are of getting what you want, if you don't know what it is? And just because you decided at one point what your goals were for your life and/or business doesn't mean they shouldn't be periodically evaluated to see how well they still fit you. As time goes by, we grow in ways we may not recognize unless we stop to evaluate how well the goals we previously decided to pursue really fit the person we are now. For example, it is easy when we start in business to make the business our life, with the expectation that it will take that kind of effort to make it work. But this can lead to frustration whose source may be unrecognized, since life is meant to be more than a business, even a successful one. Stopping to ask ourselves what we really want may trigger the recognition that we are trying to get from a business what it cannot provide. So don't be afraid to stop and ask yourself what you really want from your business, and what you really want from life. Explore how each fit the person you see yourself as being and becoming. Don't let others define you and your life goals. Become the kind of person who isn't afraid to ask yourself questions, and not be satisfied until you give honest answers. And learn to like the person who asks tough questions! Glenn Gordon This article contains 385 words and may be freely reproduced as long as the resource information above is included. If you found the above article helpful or it has triggered some additional thoughts or suggestions, send them to me at Feedback@BusinessBuilderNewsletter.com Price Isn’t Everything Many salespeople and business owners mistakenly think that negotiating is something you do near, or at the end of, the sales process, particularly when discussing price or term of the agreement. Effective negotiating, however, is a process that begins with your first contact with your customer or prospect. From the moment you make contact, the other person will evaluate the value of your product, service, or company. Here are strategies that will help you increase your value and negotiate a more profitable agreement: A variety of factors determine value in your customer’s mind. They are:
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What is the extent of
your customer’s problem or pain? Let’s start with your customer’s pain. The greater their problem or pain, the more value an appropriate solution will have. For example, a company realizes that it is losing market share to its competitors. If this loss equates to $300,000 in annual sales, the problem or pain will be more significant to a company with annual revenues of two million dollars versus a corporation with sales of thirty million. The challenge here is to determine the extent of their pain. Once again, effective qualifying and questioning will help you uncover this information. However, do not expect a prospect to willingly share everything with you in your first meeting. You must earn their trust. Your value increases in direct proportion to the level of perceived expertise you have in your particular industry. Doctors and lawyers, for example, have a certain level of perceived value because of their professions. So, how do you increase the level of your expertise? There are a variety of ways: One of the easiest methods is to write articles for trade or industry publications. This can include newsletters, magazines and websites. Since my book was published, I have written articles for many different publications and this exposure has helped me develop a higher level of exposure and expertise. I have also generated revenue as a result of this effort. Articles do not have to be lengthy. In fact, a 500-600 word article of is often enough for many publications. Another way to develop expertise is to speak at association and service club meetings, trade shows, conferences, and conventions. You do not have jump on the speakers circuit (not that this concept actually exists). Even a brief fifteen minute talk helps to establish your expertise. Plus, because most people are terrified of speaking in public forums, this approach automatically elevates your status. You can also participate in on-line forums or discussion groups. Search the Internet for public forums or discussion groups in your particular industry. Help people solve their problems, and eventually, you will become recognized as an expert. How specialized is your solution? Is your solution to a prospect’s problem unique or can they get a similar solution from a dozen different businesses? The less specialized you are – in the customer’s mind – the less value you contribute and the more price becomes a factor. Here is an example; I had been researching e-commerce solutions for my website for several months. Most of the solutions appeared to be similar – buy shopping cart software, install it on my site and I would be in business. This cookie-cutter approach assumed I had the time and interest in learning yet another piece of software. However, one person I spoke to offered an alternative solution that would be easier for me to implement. This individual’s willingness to learn more about my specific business and current situation helped him determine a more appropriate solution and position himself differently than his competition. His answer was not cheaper but I saw more value in it than the other solutions. The last factor is the customer’s sense of urgency. I was recently asked to speak at an association conference and although the date in question was a year in the future, the person I spoke with was concerned about my availability. It is not uncommon for professional speakers to be booked two years in advance and this individual wanted to confirm her speakers as soon as possible. Recognizing this sense of urgency gave me additional confidence when discussing my fee. If a client indicates that they need your service or product immediately, or their options are limited, your value increases dramatically and you improve your bargaining power. Price is a factor in every sale. But, it is not always the primary factor. Smart buyers and consumers will ALWAYS question price and seek a better deal. That doesn’t mean they expect to get what they ask for. Increase the value of your product, service, or business and price will become less of a factor in your customer’s mind. Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. Receive a FREE copy of “100 Ways to Increase Your Sales” by subscribing to his 59-Second Tip, a free weekly e-zine.For information on his programs, visit his website at www.RobertsonTrainingGroup.com or contact him at 905-633-7750. Kelley is also the author of “Stop, Ask & Listen – How to welcome your customers and increase your sales.” Copyright 2003 – Kelley Robertson – All rights reserved Your Invitation I would like to invite you to join our All About Autoresponders affiliate team. You earn 50% commission on all sales, and there's nothing like it on the net. For details, go to http://www.allaboutautoresponders.info/Affiliate/ A Final Note
Thanks for joining us. Let me know what you
think,
positive or negative, what you would like to see an article about, a gripe
you have, or whatever, to Glenn Gordon |
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Copyright (c) 2003
Glenn Gordon |
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