ABEL Business Institute

We'll start with an example: how often during an average day do you see a Coca Cola sign? It's on vending machines, billboards, buses, and TV. Coca Cola is a sponsor at many music, charity and sporting events and it's arguably one of the most recognizable brands today. That red can and signature cursive lettering are synonymous with carbonated beverages, burgers and fries, and wholesome good times. When you ask for a soda, chances are good that what you really ask for, is a Coke. And you see that Coca Cola logo everywhere.

The point of this example is Coca Cola has done an unrivaled job of keeping its brand visible since its inception in the 1940's. And as a reward it's earned itself billions of loyal coke drinkers and a name that's synonymous with its industry. As a solo-based business owner you can't be expected to emulate Coca Cola's visibility success, but you can take some cues from their strategy.

For example, become synonymous with your industry in whatever way you can. Even though you're not investing millions of dollars in advertisements (just yet!), you can start by making sure your name is present on every industry forum, experts page, blog, or Facebook conversation that pertains to your specialty. Attend industry events, join industry associations, continue networking, and get your blogs published on other industry websites.

Another idea is to use your business name as a sponsor for a charity. You can raise money for the charity through your business website, and your philanthropic efforts will be noticed and appreciated by everyone in your network. While staying visible and active in your community, you'll also have the opportunity to meet new prospects you may not have run into otherwise.

Through a bit of research you will be able to find a plethora of other inexpensive, "stay visible" ideas. As long as you make staying visible a priority in your business strategy, you will continue to grow stronger and attract more clients.

Whether you will be more successful with a traditional paper brochure or a one-page website depends entirely on the nature of your business and the target market you hope to reach. While brochures may be ideal in some cases, you may find a one-page website suits your needs most of the time. Or, you may opt for a hybrid approach, using a one-page website primarily, but also having paper brochures on hand for when you travel.

First, let's talk about the traditional paper brochure. A brochure is essentially an expanded business card that explains your business and your services in a paper-based format. A paper brochure is ideal when you want to be able to give a prospect something by which to remember you, without first directing them to your website. For example, if you're speaking at an event and someone comes up to you and wants to learn more, it would be ideal to give them a brochure so they can start learning more right away, instead of waiting until they can get to their computer.

Brochures also might be the best route for businesses that target clients who do not have Internet access or prefer paper-based resources. For example, if your business caters to senior citizens, that demographic is less likely to be computer savvy than younger generations. If this is the case, a brochure is probably a necessity.

While the traditional paper brochure offers certain advantages, a website that's at least on page is nearly a necessity in today's business world. Every business that caters to a target market who spends time using the computer should - at a minimum - have a succinct, clean, one-page website that acts exactly like a brochure would, only it's housed on the Internet.

Because this option lives on the Internet, it also has some distinct advantages. First, anyone can find your one-page website by performing a search or typing in your domain. Second, the one-page website can offer links to additional resources and information at the click of the button. And finally, you can constantly edit and update your one-page website, without incurring printing costs. It's much more eco-friendly than the paper brochure, and it's much more convenient for the individual who uses the computer often.

Example of a 1-page website. Note all the critical contact information

Remember to think about your target market when you're deciding which route to choose. Ask yourself: does my ideal client prefer the convenience of finding things online, or would he or she rather have a brochure to look through?

Although each option presents its advantages, most businesses will benefit from using a hybrid approach. For example, you may find that you prefer having a one-page website that people can find easily, and having a few paper brochures on hand for events and speaking engagements.

Which do you feel is best for your own business?

Holiday cards have become such a standard that they have lost much of the impact they had in years past. It's much more challenging to get beyond a "oh-hum, another holiday card" reaction.

So, if your company wants to send a holiday greeting and acknowledge appreciation for a great year to your customers/clients (and, holiday cards don't cut it like they use to), what are you to do?

Here are a few ideas:

Idea 1: Send a greeting outside of the December holiday season. We sent out Thanksgiving cards this year. Last year, we did a New Years Celebration card. Perhaps make up your own holiday, like "January Thaw Day."

Idea 2: Rather than sending a card, send something that has a useful value beyond the greeting. This year, one of our team members received a "Holiday TV Family Listings" from his credit union. It listed every holiday related program, on all channels, with dates and times. If you have kids, you know that you're keeping that around for a few weeks.

Holiday Family Guide - A thoughtful holiday greeting that provides a
tangible use beyond the greeting.

Idea 3: If your budget can afford it, send them something that has a useful value year-round, such as branded coffee mugs, mouse pads, calendars or flashlights.

People appreciate useful items. If your company's name is visible on those items, you not only receive the benefit of your customer/client receiving an appreciated gift, you also further strengthen your brand visibility.

You may even consider shifting some of your yearly advertising budget towards holiday greeting items that have a useful value.

More people can recall a brand printed on a promotion product than a brand
observed on a traditional advertisement.

In a 2009 survey, it was revealed that 76% of respondents could recall the company name on a promotional product they had received in the past 12 months … but only 53% could recall a single advertiser they’d seen in a magazine or newspaper in the past week. Depending on your marketing strategy, tangible and useful promotional items can provide a bigger bang-for-the-buck.

What other ideas do you have for an outside-the-box holiday greeting?

Consider McDonald's fast-food restaurants. Who is their competition? Is it high-end hamburger joints, other fast-food restaurants, or the parent who makes hamburgers at home? Or is it all of them?

Consider Massage Envy, a spa service that delivers affordably-priced massages. Who is their competition? Is it the high-end spas, the thousands of independent masseuses and masseurs, the chair massage services that are popping up in malls and airports across the country, or the spouse that likes to give his/her partner a back rub on Saturday nights?

If you own a car wash, don't overlook the guy who gets a rag and a bucket of soapy water, and washes his car at home each weekend. He's part of your competition. If you are an accountant, don't overlook the do-it-yourselfers who use electronic tax-preparation software at home. They are your competition.

Knowing who your competition is can help you clarify how, where, and when you market and sell your services. There are five key indicators that will help you pinpoint your competition:

1. Physical location
2. Niche/specialty
3. Services offered
4. Relevancy
5. Availability

It will be easier to know if your business can be competitive when you know the options that are currently available to your target market. Let's examine the first two a bit more closely:

• Physical Location: This means the actual physical proximity within which you operate and engage in business with your clients: the city, neighborhood, street and even position on the block or floor in a building. Each can have an effect on your business.
  Niche or Specialty: How is your business specialized within your larger industry? What is the actual focus of your services? This is your niche or specialty.

Learning about your competitors sheds light on who your real competitors are, helps you to make informed decisions and reduces your struggle when trying to figure out how and where to find clients.

Jump forward to the year 2005, and in comes Cyber Monday. The term "Cyber Monday" was coined after research showed 78% of online retailers showing significant increase in sales on the Monday after Thanksgiving. New York Times reported that "The name Cyber Monday grew out of the observation that millions of otherwise productive working Americans, fresh off a Thanksgiving weekend of window shopping, were returning to high-speed Internet connections at work Monday and buying what they liked."

The retail industry has had success over the past decade coining these days as big shopping days and getting consumers in the mood to shop. While all retailers feel the increase of the Holidays in their profit margins, the one segment that hasn't had their own "day" to celebrate is the Small Business segment....until now.

Last year American Express created Small Business Saturday. After putting a significant amount of support behind the idea through nationwide radio and TV advertising and public relations and a social media campaign, the word spread quickly. American Express bought advertising inventory on Facebook and then gave it to its small business clients who could use it to advertise their specials. This year, the 2nd Annual Small Business Saturday has garnered almost 2.25 million Facebook "Likes" with a pledge button for people to pledge to shop small on November 26th (visit the Facebook page to make your own pledge).

So, after you suffer through the Turkey-coma and if you plan on attacking the Christmas list during the biggest shopping days of the year, please consider shopping small and shopping local - the boutique store you drive or walk by every day, the family-run hardware store in the shopping plaza in town, or the toy store you never go in because it's slightly less convenient than going to an all-in-one store.Take it one step further and spread the word on your blog, Facebook page, or Twitter (#SmallBusinessSaturday).

Now more than ever, the economy needs to see the power behind the small business. After all, it's what many business owners aspire to have - a business that is sustainable, profitable, and independent. Support your local independent business and help them to Thrive! Who knows, maybe it could turn in to a positive networking opportunity!

You have the best products, the best services, and a prime location. So why might your business be failing? You have everything a successful business needs, but your business, along with your life, feels like it is lacking. What you are missing are interrelated keys to a successful business as well as a successful life called "The Six P's" - passion, patience, persistence, positive attitude, planning, and practice. You are who you are, inside and outside of your business. Therefore you need to incorporate these important keys to success in all aspects of your life to make your business successful.

Passion is a highly integral part of a successful business. It is important to be doing something you are passionate about. Even if where you are is not where you want to be you need to have passion for that end result. Know exactly why you wake up each morning and surround yourself with people you want to work with. Managing a business as well as life in general can distract you from your original goals so remember to stay connected to your passion.

Patience is said to be a virtue. As a new business, gathering clients and achieving your long term goals can be a tedious process. Although we want that instant gratification, results take time. Also remember that even though you expect a proposal to be returned within a few days, those reviewing it expect to return it within the week. You are not the only business owner with a busy schedule. If you are frustrated, have a few relaxing tactics ready to use to bring that much needed patience back into your life.

Persistence is essential to your business. If your business is worth pursuing, you will stay with it through the bad times. Very few ventures that have paid off in the end succeeded on the first try. The emphasis is on keeping your same goal but changing the methods used to reach it. Use the patience you have learned and do not give up on that deal too early.

Having a positive attitude can make all the difference. Potential clients are not going to want to conduct business with someone who comes off as negative or grumpy. Surround yourself with positive people and find opportunities in every situation, both good and bad.

Planning can leverage how you use your time, money, and resources. Separate the year into separate blocks that work for your business and plan for those individual blocks each time. This will reduce spending, save time, and make sure that you are not wasting valuable resources. By knowing exactly what to expect out of, for example, the next 90 days, you can keep you and your business on schedule.

Practice is the final key to a successful business. No matter what you do or how good you are at your job, there is always room for improvement. Clients are reassured by someone who not only knows what they are doing but also by someone who is increasing their efficiency.

The keys to a successful business are simple. By incorporating these six simple steps you are not only improving your business but you are improving your life.

You have marketed, networked, and socialized for months, making your presence known in a number of circles. Finally, you have some serious potential clients looking into your services. You might have them hooked, but how do you reel them in? If you do not pitch your sale properly, you will lose budding relationships more quickly than you would think possible. It is important to remember that the customer only buys when they want or need something. By following a solid sales process, you can close the deal, and even if you do not make a sale you can further relationships for future transactions.

To successfully make a sale, you must cater to the customer's wants and needs. Your main goal is to create desire for your service in the mind of the client by discussing the benefits of your product as they relate to that client's needs and wants. The benefits of your services are what make the features of your product different from your competitor's. Do not assume that your customer sees the benefits as clearly as you do. Explain clearly and specifically why your product is something to be preferred.

Owning a small business takes a great amount of patience, and the sales process takes time. There are three different phases to the sales process: the presale, the sales conversation, and the follow up and deliver.

During the presale phase, you are marketing your product as much as you possibly can. This is where you are networking, socializing, attending association meetings, speaking, and doing anything else that can lead you to a potential buyer.

The sales conversation has various steps and relies on direct contact with the potential buyer.

1. Establish a relationship; it is easier to do business with a friend rather than a stranger.
2. Discuss the needs of your customer by asking open-ended questions. By learning what the customer wants you can make a more targeted sales pitch.
3. Discuss the benefits of your product. As previously mentioned you need to clearly define what makes your product better than the competitor's.
4. Discuss the next step. If your customer is not looking to buy at that moment, give them information for when they are ready to buy so you will be the first person they call. If your customer is looking to buy, do everything you can to go above their expectations to keep them coming back. Either way you need to keep building the relationship with that customer.

The last phase is to follow up and deliver. Be certain that if your customer did make use of your services or product that they are pleased with the results.

The sales process is not always about making a sale. Similar to other aspects of growing your small business, the most important action you take is establishing and continuing the relationship with your client. Even if they do not make use of your product now, they will be impressed by your excellent customer service and they will keep you in mind.

Because marketing should be something you actively and personally involve yourself in as a relationship-building tool, these guidelines can help you achieve more success with your marketing efforts:

1. Do not assume that you know exactly what the customers want. You may think your product is great, but you need to understand what the customers want and not what you want.
2. It is not ok to be inconsistent with your marketing tactics. Your customers are not going to take you or your product seriously if they are not hearing consistency in your message.
3. You cannot believe that your product is so incredible that it will sell itself. Your product may in fact be incredible but if no one knows it exists, no one will purchase it.
4. Do not overuse marketing tactics. Use a few that work well and stick with them. Do not exhaust yourself or your resources by trying to reach every media. It takes time to gather clientele and by using a few good marketing tactics your client base will grow.
5. Do not spread yourself so thin with your marketing message that your main point is neglected. Start with what works and let your business grow before building off that central product.

Selling a product implies a one-time transaction. Marketing, however, is essential to making your product - and your company - successful. Marketing is expressing to your customer the benefits of the products and services you sell in terms that make those products and services relevant to the client. You have to make it clear that your product is beneficial to them for specific reasons.

The primary concept of marketing (not selling) is to be able to put yourself in the buyer's shoes. You need to ask yourself, "What it is that my customers need?" and then you need to cater to those needs. The most critical aspect of marketing is to create awareness. People are not going to purchase your product if they do not know it exists. This is why knowing your target market is so important: you can market your product to the whole world, but it will cost you a fortune. Or, you can selectively market your product to the segment of the population you know will benefit from it. Knowing your target market helps you define the benefits about your products and services you wish to convey.

The catch: there is no point in marketing if you have no one to market to.

Your customer base is your biggest asset; without customers there is no point in producing your products and providing your services. It is crucial that you know your target market well. Customers are not always interested in fancy features or bells and whistles; what they really want to know, bottom line, is what will it do for them. Your clients like to know that you are serious about your product, and that you care about more than just making a profit.

Marketing is simple as long as you keep in mind that the customer is what is most important, as long as you remember that selling is about making money and marketing is about building a relationship. Your clients and customers want to know that you value them and that they represent more than dollar signs to you.

One day, a little boy was visiting Disney Land. His parents bought him a bag of popcorn, but he had only walked a little way when he dropped it on the ground. It made him very sad.

What happened next defines why Disney enjoys the kind of success they do.

A Disney employee who saw that the boy dropped his popcorn rushed to the popcorn seller and obtained a new bag of popcorn for the boy. When the boy received the new popcorn, the employee accomplished something spectacular. Not only did he make a little boy happy, but he created a feeling of gratitude and loyalty from the boy's parents -something worth hundreds of times the cost of the bag of popcorn.

But how did the employee have the confidence to know that he could do this?

Here at Abel Institute, we talk a lot about the difference between owning a job and running a business. We all have the goal of creating an entity that is sustainable, profitable, independent, and thriving. You may not aspire to the grand proportions of a company like Disney, but when you think of the enormous pull that Disney has on parents and kids alike, it's easy to see they're doing something right.

Behind the branding and marketing that has made Disney a household name, there is a successful business entity at work. Disney's business operations - the nuts and bolts details of how it works - ensures the company's ongoing success. And that little boy's replacement popcorn? It was the result of well-defined policies and procedures every employee in the company is trained to understand.

Disney has policies and procedures in place (along with consistent training) that ensure every single employee understands their primary goal, no matter what role they play, is to ensure customer satisfaction. Then, they empower employees with the power to make decisions and take actions that will allow them to meet that goal.

The Disney employee who saw that the child dropped his popcorn and rushed to fix it was acting on a policy that said, "Happy Customers are the number one goal of all employees." The procedure for doing so probably required the employee and the popcorn vendor to document what they did and why. There was yet another procedure in place for the finance department to determine how to code the cost of the popcorn. All of these behind the scenes machinations are what ensure Disney a top spot in the hearts and minds of people around the world. Every employee is there to make sure every person has a good experience.

Business owners often believe that developing policies and procedures requires too much effort. It may seem overwhelming, and depending on the complexity of your business operations, you may not be able to do it all at once. But you can start outlining the basic policies of your business (i.e., the office must be locked and closed each night at 5) and the procedures required to uphold the policies (i.e., lights off, AC off, door locked).

Get down the broad strokes, fill in the bullet points, then get down the nitty gritty. But do take the time to identify the critical business operations in your company that make it successful. The immeasurable cost of unhappy customers, employees who don't know how to perform required tasks, and the cost of training new employees when old employees leave demonstrates the value of having well-defined policies and procedures in place.

1. Become aware of your current money mindset. You’ve already started this process by answering the questions above.
2. Embrace positive money beliefs.
3. Set a goal based on what you desire.
4. Make an action plan.
5. Stay committed to the plan.

If you're like most small business owners, you are constantly working to get everything done that is needed for your business to operate successfully. You're the "chief, cook, and bottle-washer" as they say. Even if you have a team in place to assist you, you are often still entrenched IN your business.

It is important to be working IN your business, because that's how revenue is generated. However, you still need to spend time working ON your business. If you don't spend time planning, strategizing, and improving your systems, your business may someday overwhelm you and your ability to operate it.

Once a week, I meet with Michael, my operations manager, for a strategy meeting. This is when we plan out the activities and objectives for that week. Without this meeting, we would end up running in different directions, working inefficiently, and ultimately failing to reach the goals of the business.

Four times a year, we also sequester ourselves in a conference room (no phones, no email, no interruptions) for an in-depth strategy meeting. This is when we plan our strategies for the next 90 days. It's when we determine our major initiatives, adjustments needed for our current initiatives, and decide which projects are most beneficial and timely for the next few months.

Again, without these meetings, we would just continue "doing" day-to-day tasks and the business would putter along without making any major strides.

Are you taking time to strategically plan your business? If not, you should. You don't have to go to the extent that I do, but you should be having a regularly scheduled planning meeting.

Even if you are a solo-preneur and don't have a team to meet with, take some time each week/month to focus your mind on strategy (without any interruptions, of course). Also, consider joining a mastermind group to have planning discussions with other business owners. Over time, these meetings will keep your eye on the ball and your business will keep moving forward in a powerful way.

1. Work/Career/Business
2. Family
3. Love/Romantic Relationship
4. Friends
5. Relaxation/Rest
6. Fun/Entertainment
7. Health and Wellness: Physical, Mental, Emotional, and/or Spiritual
8. Physical Work Environment
9. Physical Home Environment

One of the troubles with this old paradigm is that no one really gets to know you (or care about you) and you don't really get to know anyone else either. You handout and collect business cards, but you don't have a proper follow-up system to stay engaged with all of the people you've met. So, you drop the business cards you collected into your desk drawer to gather dust for the next two years. In the meantime, your phone isn't ringing with curious prospects and you're doing nothing more to build a relationship with the people you met.

Eventually, you stop going to networking events because they feel like a waste of time.

The new paradigm of networking involves building quality relationships one person at a time. Quality trumps quantity in the new paradigm. It's about building as many relationships as you can and ensuring that they are built on quality. Having many low-quality relationships is not as valuable as having fewer high-quality ones.

The primary payoff of effective networking is better relationships, which will lead to more clients, more revenue, and greater net worth. If your network is filled with contacts and allies that are interested in your success, and they are willing to refer potential clients to you (because they know you, trust you, and like you), then you have a high net-worth network (your network is your "net-worth"). The only way to build that kind of net-worth is by following the new paradigm of networking.

Where will you be networking this week/month/year?

In the 21^st century, Labor Day has come to represent to the masses the traditional end of summer, the beginning of football, back to school and an extra day off to enjoy BBQ's and friends. However, Labor Day wasn't always such a leisurely activity, nor was it an entitlement. Instead, it began as a statement for the working man and in it's early days was not only unpaid, but also proved to be dangerous for many.

The earliest known origins of Labor Day have been traced to 1872 when Canadians staged a parade to support the Toronto Typographical Union's strike for a 58-hour workweek. Ten years later, Peter J. McGuire, co-founder of the American Federation of Labor in New York, was asked to speak at the Toronto festival. It is thought that upon his return to the States, he organized the first parade with support from The Knights of Labor. However, this fact is still debated by some who believe that coincidentally, Matthew Maguire, Secretary for the Central Labor Union, was in fact the first to suggest this day of recognition.

During the Industrial Revolution in the late 1800's, the average American was working 12-hour, 7-day work weeks with children as young as 5 or 6 in mills, factories and mines, despite state restrictions. The first Labor Day march in The United States, on Tuesday, September 5, 1882, garnered 10,000 supporters who were rallying support for the 8-hour workday, better wages and a safer working environment. Government recognition through municipal ordinances passed as early as 1885. In 1887, Oregon became the first state to pass a law creating the Labor Day Holiday.

It wasn't until 1894, when President Grover Cleveland passed a bill through Congress in 6 days, that Labor Day became a national holiday. This is largely due to 2 tragedies. In 1886, the Haymarket Riot occurred in Chicago, a rally in support of striking workers. A supporter threw dynamite at police resulting in the deaths of police officers and civilians. Commemorated as International Workers' Day or May Day, in 1894 a second riot triggered by protestors of wage cuts, resulted in more than a dozen deaths of workers. President Cleveland quickly pushed the bill through Congress to appease the workingman and chose Labor Day as the official day vs. May Day, as he feared the commemoration of the riots. While Labor Day and May Day originally were both in support of fair wages, shorter work days and safer work environments, May Day has since become a focal point for socialist, communist and anarchist groups.

So take time this weekend to think about how your life would be different without these movements. Would we still be working 12-hour days, 7 days a week, with awful sanitation and air quality? Would your 5 year old be going to Kindergarten or the local mill to push a broom? However you celebrate your end-of-summer this weekend, whether it be with a BBQ, watching baseball or preparing for cooler weather, enjoy your long weekend.

Some interesting facts to consider:

• 153.2 Million - the number of people 16 and older in the nation's labor force as of July 2011.
• 84.7% - percent of full-time workers 18-64 covered by health insurance.
• $47,127 and $36,278 - the 2009 real median earnings for male and female, full-time, year-round workers, respectively.

Each week the Institute for Professional Excellence in Coaching presents an interview with a different professional life, small business or corporate coach. These are created to share with you, the viewer, not only what a potential career as a coach may look like, but also the diversity the types of coaches and markets for coaches that are out there today. This week's interview is with Ed Abel of the Abel Business Institute.

As with any profession, effective communication is essential to the success of small business. Whether you are meeting with a client, emailing an employee or phoning a vendor, you need to give great care to the quality of your communications to ensure that all parties comprehend the intended message. Below are two points to consider in the back of your mind with all of your communications.

Communication is a process, not an event
Communication is the process of sending and receiving information. That's it. It's no more complicated than that. So, what makes communication seem so difficult, or even impossible, sometimes? The difficulties relate to the complexities that human beings bring to communication, such as:

• Environmental distractions
• Personal distractions
• Hidden agendas
• Internal filters
• Lack of interest or motivation
• Emotional distractions or self-talk
• Indirect or unintended forms of communication, such as body movement and facial expressions

Communication is both a simple process (i.e., send and receive information) and a highly complex, multi-dimensional process. By understanding some of these complexities and by relying on a basic set of skills, effective communication can occur fairly easily (but not without effort).

Each Person Must Take 100% Responsibility

Every time you communicate, you are 100% responsible for effective communication, even when others are not taking their 100% responsibility.

Notice that the concept is NOT that Person A is 50% responsible and Person B is 50% responsible. Being 50% responsible is qualitatively different than being 100% responsible. Imagine a setting where two people are having a conflict. And imagine that each person is only 50% responsible for communicating effectively. This leaves room for Person A to blame Person B for whatever is not working.

Now imagine that each person is 100% responsible for communicating effectively. If each person takes 100% responsibility, there is no room to blame the other person. It is each person's responsibility to find a way to make communication work.

For months, I've been ignoring Facebook as a useful business tool. I thought, "who really cares that I had sushi for lunch?" Sure, I would post the occasional business tip or two (you've probably read a few), but I never felt those posts did anything for my business... they were just to have a presence online. I didn't see the value in putting any additional effort into the tool.

But then, a colleague said that I should check out this eBook: Facebook for Business by Sam Goldfarb. Let me tell you, my view of Facebook has totally changed.

In the last three years, Sam has been in charge of many ad campaigns and strategic moves on Facebook for many companies. He's had a huge ad budget to play (experiment) with the tool to learn what works (and what doesn't). He's taken this experience and penned this book. It's a quick read and (more importantly) he breaks down the tools within Facebook making it easy to understand (which was huge for me). He even gives you step-by-step guides to walk you through the process of using Facebook as a powerful business tool.

If you have struggled with Facebook as a business owner, even if you have some Facebook knowledge, you must read this book, it's the best $9.99 you can spend today. It's only available as an eBook, so you can download it RIGHT NOW and read it tonight.

So, with that said, I'm now to taking some of Sam's advice... Come check us out on Facebook! Follow us and witness our transformation to using the tool in an effective way. You can take that new knowledge (along with what you read in Sam's book) and apply it to your own business and start benefiting from this powerful tool.

#1 My Clients Want My Service/Product: Assuming that your clients want your products and service is an exercise in blind optimism. Just because you've created an ingenious product or offer a one-of-a-kind service, does not mean people want it. You must prove to yourself that your clients want what you are offering by first finding out what your target market really wants and needs.

#2 Inconsistent Effort: One of the biggest challenges of service-oriented businesses is to market consistently. As part of your marketing strategy, commit to setting aside a minimum amount of time each day where you will engage in marketing activities.

#3 Offer Multiple Services: Being clear with yourself about what you do is the first step in being clear with your target market about what you do. Are you a jack of all trades or do you offer a specialty service or product? Instead of marketing all of your services, try marketing just one of them.

Action Step: Take this week to examine your marketing efforts to ensure you are not committing any of the above marketing mistakes.

As most SkillPreneurs do, you probably started out as a one-person business, providing your services or producing your products all by yourself. On a daily basis, you are the CEO, Sales Person, Customer Service Rep, Bookkeeper, Technician and Maintenance person (just to name a few) all at the same time.

This is just fine, and quite inevitable, at the early stage of starting a business. But there will come a time when your business will grow and you will need to bring on staff to assist you with all of these necessary roles. Before that time comes, it is a good idea to start defining the many functions within your business and the simplest way to do this is by creating an organizational chart.

Think your business is too small for an organizational chart? Consider this quote from Aaron Zwas (Decoding Your Company's DNA):

DNA contains instructions that tell cells how to multiply and specialize. It is what enables us to grow from a single cell to a remarkably complex adult human being. For small business owners, this biological metaphor is very appropriate. Many small businesses begin with a single person, like that cell, but aspire to grow into larger and more complex business entities.

Notice how this quote talks about growing from a single cell to a complex being; sound familiar?

In order for your business to grow and develop beyond the one-person shop (or single cell organism) into a thriving business (or complex being), there needs to be instructions that explain how to multiply and specialize.

The best way to understand and implement this concept is to create your own Organizational Chart. The focus of this chart is to establish a clear view into the future of your business; not only how you think it should be now, but how you would like it to be in the future.

You may find your chart spanning over many different areas of focus - that is expected. A focal point of this exercise is to explore all of your needs and expectations, not limit them. In essence, this chart will allow you to visualize where you would like to take your business.

Chances are your own name will be listed on most or all of the positions described in the chart, which is fine at an early stage of growth. It will allow you to visualize all that goes on within your business.  Once you understand that, you will be better equipped to delegate responsibility and move your business to the next level.

Action Step: Take a few minutes to draw an organizational chart that lists all of the position that would be found in your company. You don't need any fancy software to create it, pencil and paper works just fine. It's really about changing your mindset--no matter how small your company may be, it is still a business with many roles to be filled. When you can make that mindset shift, you will definitely make strides.

• Your offering is complex
• You need to serve only a few clients each year, and/or
• You prepare only a few proposals each year

1. The Client's Situation - describe the client's situation and why the client needs the product/service you offer.
2. The Solution - describe the solution you propose, especially the features and benefits, and the deliverables (if applicable) you will be providing the client.
3. Timeline - if appropriate, describe how long the solution will take to design, develop, implement, and so on.
4. Terms - describe the cost and payment process. If possible, provide options. Whenever possible, offer three options and list them in this order:
   1. The most expensive option. Most people will avoid this one. That's okay, because this is not the one you are most interested in selling. It is here primarily for the sake of comparison, although some people will want this option.
   2. The least expensive option. When they read this option, it will stand in such stark contrast to the most expensive option, it will feel disappointing. That's okay, because your goal is to create a sense of disappointment so that the mid-priced option appears attractive.
   3. A mid-priced option. Your mid-priced option is the one that is the best value for the client and it's the best value for you. It is the one you really want to sell. By positioning it third in this list of options, you are actually positioning it to be the one your potential client is most likely to buy.
5. Responsibilities and Agreements - describe your responsibilities, the client's responsibilities, and any additional agreements that are relevant to the situation.
6. Acceptance - If the client accepts the proposal, convert it to an agreement by having the client sign to accept it. This keeps you from having to prepare a separate agreement.

• Why does my business exist?
• What do I offer?
• What are the benefits of what I offer?

The same is true in business; you need to know your basics inside and out. One of the most important skills you need is marketing.

• Establishes awareness that your business exists
• Promotes branding and name recognition
• Provides general information about your business or your products/services
  
• When done well, it creates trust and credibility
  
• Distinguishes your business from the competition
  
• Communicates new products and services

1. Identify what your target wants and needs: The wants and needs of your target market influence the products and services you offer, and how you go about marketing to them.
2. Provide relevant products and services: Position and promote your products and services so that they are attractive to the target market.
3. Emphasize solutions and benefits, more than features: Solutions and benefits are the true value of your offering and will more likely ignite emotion and ultimately move your target to buy.
   
4. Build a relationship with your target market: Demonstrate, through marketing, that they need you and that they will be better off because of what you can offer them.
5. Be consistent in how you brand your business: The key here is to demonstrate your uniqueness, deliver of your promise, and to maintain a consistent branding message.
   
6. Start simple and build your strategy over time: Take a phased approach when rolling out your marketing efforts. Don't do it all at once. You will feel overwhelmed, and it will be too much to manage.
7. Marketing is an ongoing process; it never stops: A business that wants to be sustainable and profitable should continually invest time and energy in marketing.

• Feature: "We offer expert tax advice."
• Benefit: "If the IRS knocks on your door, you can have peace of mind, knowing that your taxes are expertly prepared."

1. Create clarity and consistency with HOW you do what you do
2. Support process improvement and lead to more efficiency
3. Create worthwhile systems and avoid the "winging it" mentality that is more stressful and time-consuming than you could have ever imagined
4. Set you up to train your employees more easily
5. Empower others to do their work, which reduces employee stress and turnover
6. Make it easier to secure investors and financing
7. Allow someone else to take over in the event you can't be there to do the work (e.g., vacation, illness, emergencies) or you choose not to do the work

Operations Manual: Your Operations Manual is the vehicle through which you document and hold your operating procedures. When you create your Operations Manual, think of it as being organized like a cascade of information. Within each of your operational areas, there are more specific sub-areas, and each sub-area has its own policies and procedures.

Your policy might look like this:

Sales are a key component to building a thriving business. However, many people who start businesses are not natural sales people. If you find yourself in this category, try following the below step-by-step sales process. Though you'll need to adjust it for your particular business, it will provide you with a framework to closing more sales.

Step 1 - Establish rapport: To establish rapport, begin your sales conversation with a smile on your face and warmth in your voice. Find something in common and discuss it briefly. Continue building rapport throughout the sales conversation by listening actively to what your potential client is saying and responding appropriately. Remind yourself that you are having this conversation to attend to their needs. Encourage your potential client to do most of the talking throughout the sales conversation. You should be doing about 1/3 of the talking, and your potential client should be doing about 2/3s of the talking.

Step 2 - Uncover the client's situation / problem / needs: Before you start talking about your business or what you offer, ask the potential clients open-ended questions to uncover the situation, the problem, or his/her needs. Open-ended questions invite the other person to open up and to give a lot of information. These questions encourage long answers. This is your chance to understand your customer. It will take some practice for you to determine the best set of questions that gain the most information. Below are some ideas to inspire questions that will be more appropriate for your business:

• What situation are you facing?
• What problem are you looking to solve?
• What kind of solution are you looking for?
• When do you need this solution?

Step 3 - Propose a solution and describe the benefits: Up until now, you have mostly listened and asked questions. Now it is time for you to talk. Once you are clear about the potential client's situation, problem, and needs, you can offer your solutions. Your job here is to show how your solution can address the client's situation. You can accomplish this easily by referring to what you know about the client's situation and by focusing on the benefits of what you offer.

As you share information about your offering, emphasize the features and benefits. A feature is a fact that tells something about the solution. A benefit is what the solution will mean to the client. Benefits appeal to people on an emotional level. Benefits highlight exactly how your offering will solve a problem - what it will do for the client.

Step 4 - Discuss the next steps: It is a natural progression to describe what you offer and then discuss what needs to happen next. The next steps depend on the nature of your business and your product or service. Here are some possible next steps that you can adapt to your business:

• The client pays for the product or service.
• The client fills out an application.
• The client talks to the other decision-makers.
• You prepare a written proposal that describes the details of your proposed solution.
• You research more possible solutions and make another appointment

Step 5 - Ask for client's buy-in to move forward: If you offered the potential client a next step to which she is compelled to say "yes," then getting her buy-in is easy. Your sales conversation is nearly over. To get buy-in, ask a closed-ended question that either implies a "yes" response or allows for a yes-or-no response. Here are three questions that imply a "yes" response:

• I'm assuming you're ready to fill out the application. Is that correct?
• Shall we have our first meeting on Wednesday at noon or Thursday at 5 pm?
• Would you like the blue dress or the red dress?
• Shall we get started on the paperwork?

Business Analytics is a hugely helpful tool for a business owner to understand, factually, what is working and what is not working in their business (now... that's not scary, is it?).

Check out this quick video where I go into more detail and give a few examples.

Check out this quick video of Ed Abel explaining an effective way to design your proposals so they will increase your chances for getting the gig.

Check out this quick video of Ed Abel explaining how to plan for the start up (or infancy) stage of your business. Even if you're already in business, you'll gain some helpful tips on budgeting and planning your business.