Month: April 2010

Categories
Sales & Marketing

What Information Products Can Do For Your Business

After spending the past few issues talking about mistakes entrepreneurs make creating and selling information products, I thought maybe it was time to talk about why you want to bother with this whole mess to begin with.

Well, let me give you 5 reasons why you want to add information products to your business:

1. An additional income stream. If you’re just making money selling your services, adding information products gives you a passive or leveraged income stream. It also can help stabilize your cash flow. If you’ve been in business for a few years, you notice there’s an ebb and flow to sales — offering a variety of packages, products, services, etc. helps minimize those cash flow “ebbs.”

2. Options for your prospects. If the only way your prospects can invest with you if through your services, you’re limiting yourself. Some people aren’t going to want to invest in your services — either it’s not right for them now or not right for them at all. But an information product may be exactly what they want. However, if you don’t have one to offer, you’ll lose the sale.

3. A way for your prospects to “try” your services. Sometimes your ideal clients need to “test you out” before they invest in your full services. An information product lets them do that — they can go through your product and if they decide they like what they see, they’ll take the next step with you.

4. Options for marketing. If you have information products, it opens up doors for you. You can sell your information products on teleclasses, you can sell them at the back of the room for live events, you may even find other opportunities falling into your lap. It’s amazing how much you can expand your marketing once you have an info product to sell.

5. A way to uplevel your entire marketing. If you have information products you can do things like have a product launch (or relaunch) or a sale. And every time you do a launch or a sale, not only do you have the opportunity to make money right then from that product, but you’ll also gain visibility, grow your list, and probably sell your other products and services as well. Best yet, the more launches you do, the more you’ll see your overall business grow.

Info products can be a great addition to the other programs and services your business offers. But, remember, none of the above 5 things just “happen” — you still need to take the time to properly market and create them. They’re not a magic bullet but over time, they CAN transform your business.

Categories
Planning & Management

Two Entrepreneurs Track Performance for Future Success

To know where a business is going, an entrepreneur must know where it’s been. In setting and achieving effective goals for her company, then, a business owner should study its past performance and the performance of its many systems.

A recent study from Jane Out of the Box, an authority on female entrepreneurs, reveals there are five distinct types of women in business. Based on professional market research of more than 2,500 women in business, this study shows that each type of business owner has a unique approach to running a business – and therefore each one has a unique combination of needs. This article outlines two of the five types and provides tips for tracking a business’ systems and using information gleaned during that research to provide a strong future.

Tenacity Jane is an entrepreneur with an undeniable passion for her business, and one who tends to be struggling with cash flow. As a result, she’s working longer hours, and making less money than she’d like to be. Nevertheless, Tenacity Jane is bound and determined to make her business a success. At 31% of women in business, Tenacity Janes are the largest group of female entrepreneurs.

For this business owner, measuring performance is absolutely imperative because doing so will allow her the opportunity to see which systems are working and which aren’t, and therefore, to better leverage her limited resources.

By talking candidly with customers, Tenacity Jane can learn a lot about which aspects of her company bring in money, and which do not. Many Tenacity Jane business owners lack a singular focus, and therefore, they are working on a variety of things at once. It’s likely that a Tenacity Jane may try advertising in several venues at the same time, believing that if she advertises in many places, she has a better chance of catching a customer’s attention. However, she may be better served by her marketing efforts if she performs some research to determine where customers are really finding out about her. For example, let’s say she’s spending several hundred dollars per month advertising in the newspaper and on the radio. In talking to customers, she learns that most of them don’t read the newspaper, but they heard her ad on the radio. She could save money by skipping the newspaper advertising, or make her spending more effective by pumping it only into radio advertising.

Accidental Jane is a successful, confident business owner who never actually set out to start a business. Instead, she may have decided to start a business due to frustration with her job or a layoff and then she decided to use her business and personal contacts to strike out on her own. Or, she may have started making something that served her own unmet needs and found other customers with the same need, thus giving birth to a business. Although Accidental Jane may sometimes struggle with prioritizing what she needs to do next in her business, she enjoys what she does and is making good money. About 18% of all women business owners fit the Accidental Jane profile.

Many of the Accidental Jane entrepreneurs we interviewed expressed a high level of contentment. They are happy with the amount of money they make, and they are often working the way they want, with whom they want, at the times they want, without feeling overloaded. Some, though, reported feeling stressed as their business ebbs and flows, depending on their marketing efforts. For Accidental Jane, measuring performance metrics can provide two basic improvements to her lifestyle: it can maintain consistency in Accidental Jane’s workload, and it can help her to increase her profit without much additional effort.

Because she is a consummate professional, Accidental Jane’s customers usually provide her with positive feedback. This is a great way to gather testimonials (just ask!), and it’s also a gauge of what’s working. Accidental Jane also can create an effortless, automated marketing system that helps her maintain her workflow, and then she can use software to determine which marketing technique is drawing customers. She may use tweets to draw people to her web site, and/or send out a weekly newsletter. Software can keep track of which people visited her web site after receiving tweets, and which visited after receiving a weekly newsletter –  and which of those bought a product or service. In this way, Accidental Jane can almost effortlessly keep track of which of her marketing techniques are working, and which aren’t.

No matter how successful a business owner and her business are, she can make continued improvements by paying careful attention to which systems are working. Whether she can dedicate more resources to a more successful marketing campaign or take the resources from a weaker campaign and put them toward another business need, tracking performance metrics allows her to maximize efficiency and capitalize on success.

Interested in learning more about the five Jane types and which Jane you are? Check out www.janeoutofthebox.com

About the Author:

Michele DeKinder-Smith is the founder of Jane out of the Box, an online resource dedicated to the women entrepreneur community. Discover more incredibly useful information for running a small business by taking the FREE Jane Types Assessment at Jane out of the Box. Offering networking and marketing opportunities, key resources and mentorship from successful women in business, Jane Out of the Box is online at www.janeoutofthebox.com

Categories
Entrepreneurs Entrepreneurship Starting Up

Small Business Success –Avoid Letting Your Big Customer Sink Your Business

Image provided by www.2-small-business.com

Article Contributed by Jim DeLapa

A huge customer for a new small business can be both a blessing and a curse.  The positive side is more obvious—the business establishes an early recurring source of revenue. Since revenue is the lifeblood of any business, what could be wrong with that?  Nothing, if you don’t stop there.

Any new small business owner will tell you that there is never enough time to do everything he or she knows they need to do to grow their business.  In addition to fulfilling customer orders, there are personnel issues, the website and other marketing activities, and an unbelievable number of administrative tasks that must be done even if they don’t help to grow the business.

It seems perfectly logical to focus on just that one big customer when keeping up with that customer’s orders is taking all of your time.  After all, you have too much work to do now.  Why go out and look for new customers?   Wouldn’t it be better to just take care of the business you have?  The answer is ‘absolutely not.’ Don’t fall into that trap.

Of course you want to take care of your big customer.  But you cannot stop there even for a short time.  Doing so becomes a habit and a way of life for too many small business owners.  Remember, if you only have one customer, no matter how big, you don’t have a business, you have a job. Eventually it will become clear that you have no leverage and no control even over the fate of your own company.

To drive this point home, imagine that your new business gets off to a great start.  You land that big customer that everyone would want and you take care of them like no other.  Your business grows, you’re hiring people, taking on more office space, profits are strong and you’re living the American dream.  Then, after three years, they still account for 80% of your business and suddenly something changes. For any of a hundred reasons, you’re notified that your number one customer will be your customer no more.

Within 90 days, you lay off more than half your staff, take a pay cut and are negotiating with an unsympathetic landlord to take back some of the office space.  As you sit in your office alone at night with your head in your hands, you say to yourself, ‘If only we had gone after other customers when we had the chance.’   This story and this pattern are far too common among small business owners.  It leaves previously successful small business leaders feeling betrayed, humiliated and defeated.

Regardless of your success with any given customer, it is essential that you build a broad base of customers as if your business depends on it—because it does.   To ensure that your team gets behind this goal include “number of new customers” as a metric in your incentive compensation or bonus plans.  As the business owner, delegate less important tasks and stay involved in both the ‘big’ customer account and the effort to bring in new customers.

Building a small business on a diversified base of customers is a winning long term strategy.  In doing so, you’ll even out the ups and downs in revenue and profitability.  This will serve you well if you ever seek a small business loan or line of credit.  You’ll be creating a business with a higher valuation and one that delivers stability and peace of mind to its employees and owners.  Make sure your small business plan includes a commitment to building a broad base of customers.

About the Author:

Jim DeLapa is the founder of GreatBusinessPlans.com, a leading provider of small business plan assistance for current and future small business owners.  DeLapa has launched and invested in numerous successful startups and played an active role in nurturing two of those from inception through being acquired by publicly traded firms.

Categories
Communication Skills

Negotiation Checklist to Ensure a Successful Outcome

1.  Never negotiate with anyone who is not qualified to negotiate. If in doubt, ask your contact how they’ve handled a similar type of negotiating in the past.  Listen for names, dates and other details that will provide clues as to their level of responsibility.

2.  Never put things into writing unless you’re prepared to live with them. Once an item is put into writing, it becomes an anchor either for you or the customer. This is especially critical when negotiating with a professional buyer who will use anything put into writing as leverage.

3.  Always have room to give something the other person will deem as a perceived benefit. This is why it is so important to sell first and negotiate second. By selling first, you have the opportunity to ask questions and validate the key benefits for which the customer is looking.  During the negotiation phase, a customer will attempt to mask the benefits they desire, making it harder to determine exactly what the customer wants.

4.  Know when to walk away and be confident in doing so. To execute this requires the walk away point being shared in advance with others to ensure accountability is in place if and when this tactic has to be used.

5.  Know at least 5 things the other person wants that you can offer. Again, this is why it is so important to sell first and negotiate second. By doing so, it will be possible to know in advance of the negotiation phase what can be offered.

6.  Know at least 5 things you can say that will discount what the other person is offering (price not included). Never negotiate on price. Negotiate using other items, such as technical performance, operational efficiencies, etc. that will provide the leverage needed to avoid a price-oriented discussion.

7.  Always treat the other person with respect and dignity. Negotiate over things and services, not personal matters.  Never allow the negotiation to become personal in nature. This even applies to those situations where a close personal relationship may exist.  A quick rule to keep in mind:  If the relationship is so good, then why is anything being negotiated anyway?   If a negotiation does become personal in nature, do not hesitate to step away and arrange a follow-up time to resume negotiating.

8.  Never enter a negotiating process until both sides are clear on what is being negotiated. At the start of a negotiation session, it is appropriate to state exactly what is up for discussion. By doing this up front, it’s possible to avoid a waste of time and, more importantly, inadvertently negotiate things that don’t need to be discussed.

9.  Use the sell/buy approach first. Only move to a negotiating phase if you are unsuccessful closing the sale first.  Minimally, no negotiating should begin until the customer has rejected the close at least twice and the customer has provided you with at least one buying signal.

10.  Never offer up options until after you’re deadlocked on price and the customer has provided you with additional information. This includes providing you with a buying signal and credible benefits as to what the customer is looking for.

11.  Always put the negotiated outcome in writing immediately. Do not leave issues open for further discussion.  The person who puts the outcomes in writing first wins by being able to position things in the manner they want them to be.  Putting things into writing first also provides the opportunity to make one final modification with minimal risk.

12.  Upon reaching an agreement, thank the other party, but do not celebrate! Celebrating the outcome of a negotiation sends the signal to the other party that they have been taken advantage of. Sending this signal will jeopardize the long-term potential of the relationship.
About the Author:

Mark Hunter, “The Sales Hunter,” is a sales expert who speaks to thousands each year on how to increase their sales profitability.  For more information, to receive a free weekly email sales tip, or to read his Sales Motivation Blog, visit www.TheSalesHunter.com. You can also follow him on www.Twitter.com (TheSalesHunter), on www.LinkedIn.com (Mark Hunter), and on his Facebook Fan Page, www.facebook.com/TheSalesHunter.

Categories
Operations Sales & Marketing

Top 5 Reasons to Hire Outside Marketing Expertise Now

If you find yourself short on talent necessary to grow your business consider these benefits of augmenting your existing staff with temporary marketers:

1) No long-term commitment. You can generally hire full- or part-time marketing resources by the hour, week or month without committing to long-term employment.  This allows you to cover temporary holes (i.e. maternity leave) or limited workload surges (i.e. a new product launch) without affecting headcount.

2) Scale up or down at will. Flexibility is the biggest benefit of contract marketers.  As your needs change so can your temporary workforce whether it be the overall number of contactors you use or the individual skill levels you choose to access.

3) New ideas. New marketers bring a fresh perspective and new ideas.  By augmenting your current staff with marketers from other backgrounds and industries you bring new ways of approaching old problems to your organization.

4) Rent-to-Buy Option. In a resource constrained environment hiring the wrong person can be catastrophic.  In many cases, hiring a marketer on a short-term contract allows you to test drive them before committing to permanent employment.

5) Saves Time and Money. HR experts say it costs a company a year’s salary just to hire a new employee.  Depending on the level of the position it can take 2-6 months to land the right candidate.  In the meantime, work is falling through the cracks.  Contract marketers are generally available to start making contributions within 48 hours with little or no upfront costs.

The final chapters of The Great Recession will be written in the next 12-18 months.  Those who boldly embrace the nascent recovery will gain share and thrive in the years to come.  Those who continue to cower and wait for better days may be irreparably harmed.  But seizing the initiative will take resources, specifically the arms and legs necessary to keep your marketing initiatives on track.   Perhaps now is the time to take a new look at securing temporary marketing talent.

If so, check out my new checklist: “How to Choose Interim Marketing Resources That Won’t Waste Your Time and Money.” Get it now for free at: http://www.imperativesllc.com/newsite/learningcenter/publications.html

About the Author:
Pioneering Marketing Consultant and author of Strategy Activation: How to Turn Your Vision into Marketplace Success Scott Glatstein drives profitable growth by filling clients’ existing resource gaps with talented contract marketers. Now check out his free checklist that will help you choose an outside marketing firm that will enable you to achieve higher profits. Get it now at: http://www.imperativesllc.com/newsite/learningcenter/publications.html