www.virtualexecutivecoach.com

March, 2006 

 

In This Issue:

 

Let’s face it. Most of us do not like to talk about ourselves. We prefer to talk about what we do, but if we and the doing are the same thing, then it’s the “cold call” part of selling is about US. Yikes, this can be scary stuff. I’d like to offer a few tips about how to overcome your fear of marketing your business.

 

Tip #1: If you were sold on your business and you’re an astute business person, then think about how much easier it is to communicate this to someone else. Four years ago I heard a presentation by Ben Dean about how to transition a therapy practice into a thriving coaching practice. I was skeptical at first and only took the workshop to gain some CEUs for my therapy practice. But Ben’s enthusiasm and that of the group convinced me that coaching was possible and people would pay to be coached by phone. Next time you tell someone about yourself, remember that you’ve already sold your most skeptical client—YOU.

 

Tip #2:  Practice your elevator speech until it becomes second nature. That means you have two minutes to “pitch” what you do to a complete stranger. Establish eye contact, talk slowly, and make sure you get the person’s business card and email address; if they don’t have one on them, make sure you give them yours by first asking permission. Make sure your email address is on your card.

 

Tip #3:  Forget brochures and postcards for initial contacts. These forms of marketing are better suited for presentations and workshops. Always carry your business cards with you and look for opportunities to talk about what you do, even when you’re on vacation.

 

Tip #4:  Think of yourself as an ambassador of good will. I know a disabled vet who is on disability but he gives out business cards with the message “Expect a Miracle” on them. That’s it—no phone number, no picture, no email address. The message is simple, but very powerful. When you direct your message at offering something of value to a prospective customer then your focus shifts from you to them. This is called “service marketing” in some circles but the impact is to remove the pressure from selling yourself to giving something away.

 

Tip #5:  Marketing is not selling; it’s putting you out as a unique resource. Whether you’ve got a paint company, car dealership, or consulting practice, you must find a market niche that defines you as distinct. We have a furniture salesman in Houston, Texas who is successful because he offers same day delivery on any purchase, with no back orders. How many of his competitors can do this? In your business, can you deliver the goods promptly with no returns?

 

Tip #6:  Look at potential customers as future marketing associates. If you land a contract and do a good job for someone, then your satisfied customer will market for you. The reverse is also true, so be careful.

 

Tip #7:  Don’t leave your marketing to a consultant or ad firm. No one knows your product or service better than you. If you don’t have the time to generate new business then you should not be in business for yourself.

 

Tip #8:  Electronic advertising is great, but do you have what it takes to “close the sale?” This tip is for those who expect to derive passive income from a web-based business. Be prepared to spend $5 to $10 thousand on a site that has the right meta tags and search engines. And once you accomplish this, remember that you still end up talking to someone on the phone before they decide on your product or service.

 

Tip #9:  Marketing is costly, but necessary. I’m not talking dollars, necessarily, but being prepared for opportunities that may present themselves as interruptions. If you promise to deliver information or a product within a certain timeframe, you’d better do it. Trust is paramount. You typically have only one chance to deliver so make it count.

 

Tip #10:  Be passionate about what you do. This is the most important and that’s why I saved it for last. You can have the greatest business or marketing plan, but if you don’t live it everyday, then others will not resonate to your product or service.

 

A quick story:  I was on the elevator (literally) going up to my office on the 6^th floor of a bank building in Houston with a smile on my face. The person next to me was a bank officer I’d met in passing a month before and given him my business card. He indicated that he was hoping to find me in, because he’d been wanting to talk to me since our initial meeting. Long story short, he had a wedding video business in college that was quite successful that he had to put on the back burner while pursuing his banking career. I typically allow an hour before my first client to get my charts in order and review the clients scheduled for that day. Instead of “putting this guy off” we opened up the office together, made some coffee, and I listened to what he wanted from coaching. I did absolutely nothing except be available at his moment and become an active listener. He’s now a client and we start this month.

 

Helpful Hints:

 

1. Next time you’re out running errands alone look to help someone by giving them some free information. Last time I had my oil changed, I was sitting in the waiting room and noticed a lady looking through the yellow pages for a dentist.
2. Remember to smile and look up when you are alone. Who wants to do business with a sour face who looks down at the floor?
3. Look for a surprise each and every day. You may not experience one on that day but you WILL be surprised. Happy people are attracted to happy people.

 

© 2010 The Virtual Executive Coach ^SM and Keith Barton.