Q: One of the big chain bookstores recently opened up near my small book store. Already I can see my business starting to decline. Is there anything I can do to compete with the bigger store or should I just accept the inevitable? -- Peter Q.

A: A wise man once said, "The inevitable is never a sure thing."

Don't be so quick to close the book on your business, Peter. You probably can't compete with the superstore on volume of inventory or on price, but there are other things you can do to help keep the customers coming in your door. One of the best ways to ensure customer loyalty is to offer superior customer service.

It's funny that you're a bookseller. Let me tell you about my last visit to one of the big chain bookstores just a few weeks ago.

I took my teenage daughter in to find the classic book, The Once and Future King, for a school project that has to be done over the summer. It was a Sunday afternoon and the store was crawling with customers. We spent fifteen minutes scouring this great warehouse of a bookstore, but couldn't find the book anywhere. We also couldn't find anyone who worked there to ask for help.

Finally, I went up to the front counter and asked the apathetic looking teenager who was manning the register if they had the book in stock. She looked at me as if I'd asked her to do advanced calculus in her head and said, "I dunno."

I asked if she might check her computer for me. She looked at me again, this time as if I'd just asked her to rotate the tires on my car without a jack. After a minute of tapping the keys with her long fingernails (which were painted black, by the way) she said, "Yeah, we have it."

"Great," I said. "Where can I find it?"

She glanced at the screen again and said, "It says that it's in the classics section."

"Great," I said again. I use the word "great" a lot when I'm trying to restrain myself from strangling incompetent sales people. "Where might the classics section be?"

She didn't bother to look at me or the computer this time. She just shrugged and said, "Beats me, man. I've only worked her a week. "

I wanted to ask if there was anyone who had worked there long enough to know where the ^%$# classics section was, but by that time there were a dozen or so people lining up behind me to pay for books they had somehow managed to find on their own.

I went home and ordered the book online. So much for supporting my local bookseller.

It's a shame your store isn't located near me, Peter. I'll bet if I walked in and asked for a copy of The Once and Future King you would be able to tell me almost to the square inch where the book is on the shelf in your store. I'll also bet that if you didn't have a copy in stock you would go out of your way to order it for me.

That is what superior customer service is all about: going the extra mile to satisfy your customer. That is what will keep customers coming back to your store time and time again.

Superior customer service leads to greater customer satisfaction, which leads to repeat business, which leads to the holy grail of the retail business: customer loyalty.

Here are a few tips on how to deliver superior customer service and build customer loyalty:

1. Anyone on your staff who deals directly with the customers should be well groomed and dressed appropriately for the job. Customers over 25 years old will not get a warm and fuzzy feeling if the guy processing their credit card is wearing an Ozzy Osborne tee-shirt and matching nose ring.

2. Sales people should be knowledgeable about the product they are selling. I can't tell you how many times I have asked a sales person a simple question and only got a blank stare in return. A lack of product knowledge does nothing to instill confidence in the customer.

3. Your staff should know where every product is without having to ask a manager or consult a computer. At the very least they should be able to point out the ^%$# classics section without blinking an eye.

4. Make it a point to know your customer's name. Nothing makes a customer feel special like the sound of his or her own name. You can't remember everyone's name, of course, but you should strive to remember the names of those customers who come in regularly. I f requent one particular restaurant and the owner not only knows my name, but the names of my wife and kids. And every time I set foot in his restaurant he calls me by name and shakes my hand and personally leads me to a table. I don't feel like a customer. I feel like a friend.

5. Offer personal services that the big boys do not. Anything you can do to make your customer's life easier will be appreciated and remembered. If a customer comes in and asks for a book you do not have, offer to order the book and deliver it to their home so they don't have to make another trip to pick it up. All this is going to cost you is a few minutes of your time and you will not only save a sale, but also make a lasting impression on that customer. The next time they need a book they will head your way.

There are other things you can do to combat the bookstore Goliath, Peter, but offering superior customer service is a great place to start.

Here's to your success!

Tim Knox

Small Business Q&A is written by veteran entrepreneur and syndicated columnist, Tim Knox. Tim serves as the president and CEO of three successful technology companies and is the founder of DropshipWholesale.net, an online organization dedicated to the success of online and eBay entrepreneur.

Related Links:
http://www.prosperityandprofits.com
http://www.dropshipwholesale.net

You bet a name is important. Many small business owners try to come up with a clever name for their business rather than one that explains what they do. And, nine times out of ten, that is a mistake. Your business name should give your prospects some idea of what your business is about.

One of the most useful processes you can use to come up with a good name is to turn it around. Rather than looking at the name from your perspective, approach it from your prospect's perspective.

1. Identify your target market. Be specific. What are their wants and needs? Specific gender? How big are they? Do they make a certain amount of revenue? What do they look like? Draw a picture of your prospect.

2. Why should they do business with you? What are the benefits? What makes you different from all the other businesses in your industry?

Based on your answers to 1 and 2 above, brainstorm a list of words that could potentially turn into a company name. Now try putting them together. Experiment with all sorts of combinations. Eliminate those that just don't appeal to you at all.

Now narrow down that list to 10 possible names and walk away. Let the list sit for at least a day. Then come back and take a second look. See anything else that should be removed? If not, you have a potential list of names. Access your state directory of business names to make sure yours are not taken. Check the Library of Congress for patent and trademark names too.

Narrow your list again, this time whittling it down to three names. If at all possible, run those names by people who are your target market to make sure they "get it."

Okay, you're almost done. Take that list of three names and rank them in terms of how you feel about them. Say them out loud just like you would if you were introducing yourself to someone or answering the phone.

That's it. Select the name that works the best for you and get your business going.

About the Author

Denise O'Berry frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.

http://www.whatspossible.com
http://www.justforsmallbusiness.com
http://www.deniseoberry.com

The most important aspect of any business is selling the product or service. Without sales, you aren’t generating any income and your business will die. All sales begin with advertisments. To build sales the ad must get the buyer to act. The ad writer must know what he or she wants the buyer to do.

All ads are written with a basic formula, which is:

1. Attract the attention of your prospect.

2. Interest your prospect in your product/service.

3. Cause your prospect to ”desire“ your product.

4. Demand ”action“ from the prospect.

Never forget the basic rules of copywriting.

If the ad isn’t read, it won’t generate a sale.

If the ad isn’t seen it won’t be read.

If the ad doesn’t command the attention of the reader, it won’t be seen!

Lastly, longer isn’t always better. If you can say what you need to say with fewer words then do so. People are rushed these days and they don’t have time to read a long and wordy advertisement.

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DeAnna Spencer is the editor/publisher of Prospecting and Presents.

Subscribers get one free ad per week

Subscribe today by visiting http://www.pnewsletter.com

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To Grow (Catapult) Your Business That's Why.

When it's in your head it's not as likely to happen--too much missed.

Before becoming an executive business coach, in my previous career as an electrical engineer I discovered some key practical things about business planning that showed me how to explode the growth of a business.

When I was in college if I was asked to design something my designs always worked….on paper.

When I got out of college, my boss would frequently come to me and ask if I knew how to design this or that. I always answered confidently, ”Sure, I know how. Pointing to that space between my ears.“

Then I would design it on paper. And the first aha I learned was that once written down I could see more than I could when it resided between the ears. This piece just didn’t come together with that piece….and that one….and that one….

So, I would gradually work out all of the gotcha’s until all of the pieces worked on paper.

Then I’d go build one…..

And it almost never worked. I had made an assumption about something in the real world that wasn’t quite right. I’d missed something about the real world. So, I’d work back and forth from the ideal paper design to the real world result until it started working in the real world. Then I’d go back and document that on paper.

Now the real BIG AHA!

I don’t believe there is a self-respecting engineer anywhere in the world that is ready to release his design to production when production is screaming for it. The reason??? Once the engineer has a real working example on paper things start jumping off the paper at you. You can see things you didn’t even think of before. There are new concepts there.

”Gee, I didn’t see that. If I change this…it’ll work better.“ Or..“Wow, over here, if I do ____ then it’ll be cheaper to produce“ Actually, once it’s on paper and working it’s almost never ending what you keep finding.

Business Planning Between the Ears Doesn't Allow You to Find the Opportunities or the Gotcha's That Paper Planning Shows You Clearly

I had said to my boss, ”Sure I know how“ when he asked me if I knew how. But it was between my ears. I learned that you have to get it on paper to start seeing the gotcha’s before you can fix them, and once you build a real one you start learning new things about how to optimize, how to make it cheaper, how to make it work better, and it never ends. There are so many opportunities to make it better. Now, let me ask you one more question:

How many people do you know that are running their business ”between their ears?“ How many are saying ”I know how“?

I actually have had companies tell me ”Get out of my way, I don’t have time to plan. I have to produce NOW“ Then they call me back in a few months asking for help after they have lost hundreds of thousands of dollars.

That’s when the real aha hit me. After putting it on paper I’ve seen those same business jump 5 times, 10 times in revenues in just weeks.

So, how many do you know that are running their business between their ears and have never put it on paper? Or, some may have put it on paper, but it’s setting somewhere on the shelf.

The opportunity to grow your business, BIG TIME, is

He helps people & companies worldwide reach further than they EVER thought possible….FASTER

What’s the most important word in marketing?

Free?
Why?
Truth?
Honesty?
Integrity?

At first glance, it seems like a simple question. But the more you think about it, the more complex it gets. One could probably argue any number of answers based on his beliefs, values or type of business.

But is there really one word that’s more important than all the others?
One word without which your marketing efforts will be successful?

I recently surveyed dozens of marketing professionals, authors, consultants and small business owners on my blog. The results included a wide range of words; from the emotionally charged to the pragmatic; from the right brain to the left brain and from the customer focused to the company focus. But all of the suggested "most important words in marketing" fell into one of two categories: Traditional Marketing or Modern Marketing.

Traditional Marketing: The Old School
Traditional Marketing used to be all about advertising. It was expensive, short lived, and had little to do with the Internet or word of mouth. Also, it aimed its messages at passive audiences. Leading expert and best selling author Seth Godin calls this "Interruption Marketing," in which the marketer talks directly to as many consumers as possible.

Now, although this traditional style of marketing has lost some of its prowess to the fierce competition of the web, it’s still a powerful medium through which companies can reach their customers. Let's see which words the experts chose from this category.

NOTE: before you read the survey results below, take a minute to answer the question for yourself: What do you think is the most important word in marketing? Once you’ve made your decision, read on and see how your answer compares.

NEW
"NEW is probably the strongest word in marketing," explains Ronnie Horowitz from The TRIZ Journal. "People are attracted to new products like a magnet. Introducing new products on a constant basis is the best way to get attention and invaluable free publicity for your business."

WHY
Michael ”The Success Doctor“ Fortin believes the most important word in marketing is WHY. ”It is much better to communicate why you are original, special or unique; why you are better, different or superior than competitors – not just the fact that you are. Imply your superiority by specifying as much as possible.“

CUSTOMER
Sivaraman Swaminathan from Customer World says we shouldn’t overlook the obvious word, CUSTOMER. ”I think marketing has evolved because the focus is on the customer. The soul of marketing is the customer. Period. In marketing, you will fail even if you have greatest passion for the wrong target audience; you will fail if you don't know whom you should respect, and you will fail if you don't know which customer to trust.“

YOU
Similarly, Robert Middleton from Action Plan Marketing said, ”The most important word in marketing is YOU. That is, marketing needs to convey very clearly what's in it for the client or customer.“

FREE
FREE was also touted by several experts as the most important word. Edward ”Skip“ Masland, owner of Web Solvers says ”FREE was, is and will always be the most powerful word in marketing. It attracts eyeballs. It gets results and responses quickly. And marketers may not profit today – or tomorrow – but if they can generate a groundswell of interest from something free, they know they will profit sooner or later.“

On the other hand, Bob Serling from Idea Quotient wrote an article claiming that FREE was the most dangerous word in marketing. ”I've been advising businesses for nearly 20 years that a business model driven by attracting prospects through giving something away for free is almost always a model for failure. And it doesn't matter whether you use this model online or offline – it will nearly always fail.“

LISTENING
Next, Karen from Dezign Matters explained that the most important word in marketing was something you DON’T say. ”I think the word is LISTENING. A little time leaning back and listening quietly can save time, money and leave the client and customer feeling that someone truly heard what they were trying to say.“

BECAUSE
Michael Daehn, author of Marketing Ingenious explained, ”I read a case study about cutting in lines at a copy machines. The hypothesis was that the word ‘please’ would get the best response. But the results proved that the word ‘because’ received a much better response given that the word offered a reason to let someone cut in line. Therefore, we as marketers need to give customers a reason to buy.“

RESULTS
Lastly, Michael Cage from Small Business Marketing Systems said the most important word in marketing was RESULTS. ”Small businesses are often suckered into fluffy, fancy marketing concepts that sound great but produce absolutely nothing in the real world. If the business owner or marketing department can't tie what they do to results, likewise, they need to step back and get it right before passing go.“

Modern Marketing: The New School
20 years ago, nobody knew what the words ”blog,“ ”RSS feed,“ ”personal branding,“ ”viral marketing“ or ”google“ meant. But now – at the risk of sounding cliché – the rules have changed. Business is different. Customers are smarter. And marketing isn’t the same old run-a-bunch-of-ads-and-hope-people-buy-your-stuff system.

Now, it’s all about creating an emotional connection. It’s about being unforgettable, unbelievable and unique. It’s about providing an experience that’s so fantastic, customers not only remain loyal to you – but they tell all their friends to do the same.

Here’s what the experts said about the most important words in Modern Marketing.

RESPECT
It’s not surprising that Seth Godin – author of seven best selling books about how to make your business remarkable – always emails me back within 30 minutes. I drop him a line every once in a while to pass along an interesting website or, in this case, ask a question. He replied with a brilliant one-word answer: RESPECT. Period.

AUTHENTICITY
John More, owner of Brand Autopsy, maintained the most important word in marketing was AUTHENTICITY. ”With the world becoming one gigantic ad, consumers today can sniff out anything that smells the least bit fake and inauthentic. Success will come truer and faster if companies can design products, programs, and services that are authentic in meaning, purpose, and delivery.“

Moore dug deeper on the topic of authenticity and explained that ”Authenticity is usually a by-product of a purpose-driven business. And unfortunately, there ain’t enough businesses out there with the purpose of making a positive difference in the world.“

PASSION
Similarly, Tom Asacker from A Clear Eye says it’s all about PASSION. ”Passion for one's business and for one's calling inspires and attracts people. They want to be to believe, to belong; to become. And that's the essence of marketing today.“

Tom and John’s posts on the blog discussion generated high amounts of support from other experts. Laura from the Smart Musings blog agreed by saying, ”John and Tom are right. Consumers can distinguish between authentic and inauthentic marketing. Authentic messages will strike a chord with them. That may encourage them to buy. And once they become a customer, then they may too become passionate about the product. And that is the ultimate goal of marketing: not just to have passionate employees, but passionate customers.“

TRUST
Another popular word was TRUST. Kevin Berringer from Reflections on Business Blog simply said, ”No trust = no belief = nobody listens.“

EXPERIENCE
Then, Chris Ray from Interactively Speaking voted for the word EXPERIENCE, as in The Customer Experience. ”I believe this word summarizes respect, authenticity, passion, results, etc.“ said Ray. ”It ultimately decides whether or not a company succeeds.“

AROMA
Next, Jim Seybert from the Jim Seybert Company offered a most unusual suggestion: AROMA. ”Brain scientists tell me that smell is the only sense that goes directly to the limbic lobe in our brains - and triggers nothing short of primal emotions. Marketers should pay attention to the ‘aroma’ of their brand. They need to identify the unavoidable, immediate and emotional reaction customers experience upon coming into contact with their brand.“

OPEN
Another intriguing response came from Nellie Lide of The New Persuasion Blog. Her word was OPEN. ”You’ve got to be open. Open to others. Open to customers. Open to employees. Open to new. Open to old. Open to scrutiny. Open to derision. Open to joy. Open to different.“

TRUTH
George Silverman, author of The Secrets to Word of Mouth Marketing says it’s all about TRUTH. ”Marketing has become synonymous with hype. The truth, compellingly told, is all you need. Just tell it in an interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.“

No Word
The last respondent of the survey was Sean D’Souza from Psycho Tactics. He decided to take the contrarian’s point of view. ”There is no one single word that's the most important in marketing. Making such a claim would be like saying your heart is the most important part of your body. I think we try to make things too simplistic. In reality, marketing is a series of things that coordinate together to create magic.“

It’s All In The Hunt
In case you haven’t already figured it out, the answer to the question ”What’s the most important word in marketing?“ is: it all depends.

Typical marketing answer, huh?

But ultimately, it’s not about the answer – it’s about the question. It’s about the creative thought process each businessperson goes through when he considers what the most important word in marketing is...to him.

Personally, I chose the word CONFIDENCE.

In other words, I want to instill confidence in the minds of potential customers that if they step onto my company’s front porch, they will be working with a credible, valuable, trustworthy individual whose unique school of thought will help them produce results.

But that’s just me. That’s how I roll.

Now, it's up to YOU to reexamine what ”marketing“ truly means to you and your company. In so doing, you will gain a better understanding about who you are, what you do and whom you do it for.

So, what’s the most important word in marketing...to YOU?

© 2005 All Rights Reserved.

Scott Ginsberg is a professional speaker, "The World's Foremost Expert on Nametags" and the author of HELLO my name is Scott and The Power of Approachability. He helps people MAXIMIZE their approachability and become UNFORGETTABLE communicators - one conversation at a time. For more information contact Front Porch Productions at http://www.hellomynameisscott.com.

If you're a regular reader of my column you know that my number one pet peeve is bad customer service. Nothing chaps my backside more than paying hard-earned money for a product or service only to have the provider of said product or service become apathetic, obnoxious or just downright rude after the transactional smoke has cleared.

The bottomline, my entrepreneurial friend, is this: it doesn't matter if your product is fast food, slow food, retail goods, computers, lawn mowers, books, real estate or automobiles, if a customer is willing to pay you good money in exchange for your product or service that customers deserves to be treated with gratitude and respect, before and after the sale. Period. I'm constantly amazed at how many business owners and the frontline employees who represent them seem to forget this simple fact.

It's like the old saying about getting a little respect in the morning. If you court me before the sale, you'd better respect me afterward. Just because you have my money in your pocket and I have your product in my hand, that does not mean that my needs have been fully satisfied or that my expectations have ceased to exist. To the contrary, our relationship is just getting started. It's up to you how well we will get along and how long our relationship will last.

Here's the point: customer service should not stop after the sale. In fact, customer support AFTER the sale can have greater impact on the success of your business than customer support before the sale.

Nothing generates negative buzz about a business like bad customer service, and nothing will drive nails in a business' coffin faster. News of bad customer service travels like lightning and spreads like wildfire. Think back to the last time you were on the receiving end of bad customer service. I'd be willing to bet that you immediately went out into the world and told everyone you met about the experience. You probably also warned them to "never do business with those &^%$ or you'll get treated the same!"

As a business person, it should be your mission to make every customer a repeat customer, and one of the best ways to do that is by delivering superior customer service every time that customer comes through your door. Superior customer service leads to increased customer satisfaction, which leads to repeat business, which leads to customer loyalty. It is also much cheaper to keep a customer than to obtain a new one.

The fast food industry is especially prone to customer service problems. This is due in large part to the fact that every transaction is a face-to-face sale and the average fast food worker is a disgruntled teenager who would rather be lying on a bed of nails than standing behind a fast food counter schlepping fries.

However, that doesn't always have to be the case. This is not meant as an ad for Chic Filet or as a slam at Taco Bell, but the difference in customer service between these two fast food titans is astounding.

I used to frequent both establishments (fast food is my crack), so this is the voice of experience speaking. Behind the counter at the local Chic Filet are young people who seem genuinely happy to be of service. They are clean cut and polite. They don't wear their baseball caps sideways or have anything visibly pierced. They look me in the eye, they smile like there is no place on earth they would rather be, and they ask for my order in clear, concise English. They thank me profusely and invite me to come again. Excellent customer service after the sale.

Inversely, a recent trip to a local Taco Bell almost ended on an episode of Cops because the young lady behind the counter grew angry when I politely pointed out that my nachos were stale and asked for a fresh bag (pet peeve #132: stale nachos). Miss Mary Sunshine snatched the offending nachos from my hand and slam dunked them in a trash can, then tossed a replacement bag (which were also stale) on the counter in front of me. She then gave me a look that clearly said that if I had any further complaints she'd be happy to escort me outside to discuss them in detail. I like nachos, but not so much that I would risk getting my behind kicked by a disgruntled teenage girl wearing a sideways Taco Bell cap. Not-so-excellent customer service after the sale.

Now, which restaurant do you think I will go to the next time I feel the need to feed my fast food monkey? And which restaurant do you think I enthusiastically recommend to my friends? The one that understands the importance of good customer service before and after the sale, of course.

The worst customer service experience I've ever had involved the purchase of a vehicle at a local used car lot. I purchased the used Ford Expedition on a Friday evening and when problems arose with the vehicle over the weekend, I went back to the dealership on Monday morning to speak with the sales manager. To say the least, the sales manager (who acted like my best friend on Friday) was not thrilled to see me on Monday. To make a very long story short, when I pointed out that he wasn't being very helpful after the sale he came around the desk yelling at the top of his lungs and waving his hands in my face. By the time the receptionist managed to calm him down, the sales manager had gone so far as to call me "a retarded idiot" (which may be considered redundant) and had instructed me to do something with the vehicle that I believe is anatomically impossible. It was an Expedition, I'm a little guy. Use your imagination.

Though the dealership owner later apologized and offered to take care of any problem I had, the damage to his business had already been done. The bad buzz machine started the second I left his lot.

Do you think I told everyone I met about my experience with that dealership? You bet your stale nachos I did. Do you think I will ever buy another car from that dealership? Not on your life. Do you think anyone I've told about the experience will buy a car from that dealership? Probably not. Do you think the owner and sales manager learned anything from the experience? We can only hope.

In the end, what is the value of great customer service before and after the sale?

Priceless, my friend.

Simply priceless.

Now, can somebody please get me some fresh nachos...

Small Business Q&A is written by veteran entrepreneur and syndicated columnist, Tim Knox. Tim's latest books include "Small Business Success Secrets" and "The 30 Day Blueprint For Success!" Related Links: http://www.smallbusinessqa.com http://www.dropshipwholesale.net

Q: How important is the name of a business? Should the name of a business reflect what the business does or is it better to come up with something catchy and easy to remember? -- Randy P.

A: What's in a name? When it comes to your business, Randy, a lot more than you might think. In fact, deciding on a business name is one of the most important decisions you will ever make. The right business name can help you rise above the crowd while the wrong business name can leave you trampled in the rush.

With the economy in a slump and competition on the rise, now more than ever it is important that you put considerable thought into coming up with the perfect name for your business.

Unfortunately, this is a task that is easier said than done. It seems like all the good business names are either married or… no wait, that's a different subject, but the analogy holds true.

We live in an age when a business called "The Body Shop" might repair wrecked cars or sell skintight jeans to teenagers, so before you send your letterhead to the printer, consider the following points to help you select the business name that's right for you.

The first thing you should do is conduct a little research to determine if the name is already in use by someone else. You would be surprised at how many entrepreneurs forget to research this point and open a business with a name that is already in use. Check with the county clerk and the secretary of state to make sure the name isn't already licensed for use or incorporated with the state. Also check with the U.S. Patent and Trademark office to see if the name is already trademarked, i.e., owned, by someone else. Using another company's trademarked name exposes you to legal action by the trademark owner. Even if your name is just similar to the trademarked name, you may find yourself in court defending your right to use the name. And odds are it's a battle you will lose.

If the name you choose is not in use, you should immediately reserve the name with the secretary of state (if you plan on incorporating) and apply for a trademark to ensure your legal ownership. If you do not trademark the name someone can come along later and attempt to steal the name out from under you. Imagine spending years building up your business only to have some upstart trademark the name and engage you in a legal battle over rightful ownership. This is one fight you don't need, especially when the hassle could have been easily avoided with a few bucks and a few forms.

Another important thing to consider is the domain name for your business. The domain name is the website address a customer will use to find you on the Web. Is the domain name for your business name available? If not, is there a domain similar to the business name you're considering?

You will undoubtedly discover that securing a suitable domain name is actually harder than choosing a business name. Most logical domain names are already reserved, but you might get lucky. Keep in mind that domain names should be short and descriptive, and preferably have the .com or .net extension. You can use other extensions (I've even used the ".to" extension on occasion) if necessary, just keep in mind that you will need to put forth a little extra marketing effort to promote the website address as people typically assume a .com extension as the norm. Whatever you do, don't use a domain name that is a confusing amalgam of letters and numbers that is hard to remember and even harder for your customer to type in.

One good way to approach the task of naming a business is to do so from your customer's point of view. Your business name should clearly define your offering and communicate your message to customers. Put yourself in your customer's shoes for a moment. If you were looking for a business that provides your product or service, what would you expect that business to be called? If you were in the market for computer parts, for example, wouldn't you look for a business that has "computer parts" reflected in the business name? Jim's Computer Parts may not sound as snazzy as Jim's Electronics Emporium, but snazzy doesn't pay the bills. Happy customers who quickly identify you as the source of their purchase do.

The name of your business can also spark subconscious reactions in a customer that may drive them to you or drive them away. Words like quality, complete, executive, best, low-cost, and on time often spark positive reactions in the mind of the consumer. Words like cheap, discount, and used tend to create negative emotions. You'll notice that no one claims to sell used cars anymore, but the dealer lots are loaded with vehicles that are "previously owned."

Finally, let's talk about things to avoid. Experts agree that you should avoid using generic terms like enterprise, corporation, partners, and unlimited as part of your everyday business name. These terms are fine for the legal business entity name, but are often too unclear for everyday use. Can you tell me what any of these companies do: ABC Corporation, Big Dog Enterprises, M&B Partners, and Discounts Unlimited sell? I didn't think so.

Also avoid abstract names like Yahoo, Google, Monster and Flip Dog (I am not going to list the names of the numerous local high tech firms that have bucked this rule :o). Abstract names will require a subtitle to explain what the business does or an expensive marketing campaign that brands the name into the minds of consumers. Unless you have deep pockets, I suggest you go with a name that describes your business at first glance and leave abstraction to the likes of Cher.

Finally, you should avoid hokey names, unless of course, you are starting a hokey business. Crazy Dave's Stereo Shop is a great name if the business is really run by Crazy Dave and his personality is exploited in the marketing of the business.

However, if you want to be taken serious, then give your business a serious name.

Would you go to Crazy Dave's House of Dentistry?

Neither would I.

Here's to your success.

Tim Knox

Small Business Q&A is written by veteran entrepreneur and syndicated columnist, Tim Knox. Tim serves as the president and CEO of three successful technology companies and is the founder of DropshipWholesale.net, an online organization dedicated to the success of online and eBay entrepreneurs.

Related Links:
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http://www.dropshipwholesale.net

Your customers don't know what they want. And to assume otherwise is folly. When you begin relying totally on customers to be your product development department, you are asking for serious trouble.

I am not saying that you should discount customer input. However, asking customers what they want is a marketing question and requires experienced marketers to answer.

Marketers have the objectivity to look at the marketplace, see through the consumer's self-deception and discern the answer to a tough question that requires some serious analysis.

It is behavior that you need to be learning about from your consumers. Ask them questions that will get to the heart of how they use your products and services. This is where their experience is crucial.

Let's take an example to illustrate the difference between a "what do you want" and "what do you do" question. Krispy Kreme, the world's best donut-maker, did some customer research in the 1980s to learn more about the customer experience.

They didn't ask, "what do you want in a donut?" They asked questions like, "what do you like about Krispy Kreme?" and "when do you buy donuts?"

Answers to those questions helped them redesign the Krispy Kreme experience. They learned that people were happiest when the donuts were hot. Additionally, they heard loud and clear that consumers had no idea when the hot donuts were coming down the conveyor belt. Voila! The "Hot Now" sign was born.

Consumers said they often were in a hurry, heading to a morning meeting when they stopped for donuts. Customers did not like having to stand in line to wait for the sweet treats. From this, marketers decided to install drive-in windows.

If they had asked customers "what do you want in a donut," they may have produced some low carb abomination that would have crashed to the floor like a heavy Dunkin Donut. Friends, when you want a donut, the last thing you are thinking about is carbs.

So, ask the right questions of your consumer, then let the right people review the research and everyone benefits.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Wicked Choppers.

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:
   
1. PERSUASIVE SELLING COPY. The wording is the single most important element in determining a successful ad. What counts most is what you say and how you say it.

2. PLACEMENT IN APPROPRIATE PUBLICATION. This might seem obvious, but it is often neglected. If the right people don't see your ad, they can't respond.
   
3. SPACE/PRICE IN PROPORTION. You simply can't sell high priced merchandise from a small classified or one inch ad space. These should be considered as a low cost means of building a mailing list by asking readers to write for more information. If you expect to sell directly from an ad, the size of the ad will have to increase in proportion to the selling price. Two or three inches of space for items selling for 42 to $5... half or full page for items selling for more than $5 up to $20. When the price goes above $20 it is usually best to run inquiry ads and follow up with a printed sales presentation. There are exceptions, but this is a fairly safe rule to follow.

4. TESTING ALL THE ELEMENTS. Unlike institutional advertising (toothpaste, cars, soap, etc.) which must rely on extensive market research, analysis, surveys and a lot of psychology to achieve success, mail order selling has a built-in "watchdog" to guard against waste and loss, and to help assure that every dollar spent will produce a profit...or at least tell you why it didn't, so you won't make the same mistake twice. This method (unique to mail order) is called KEYING. By inserting a number or letter (or combination) into every ad you run, you can tell which ad works in which publication and in which issues it works best. More sophisticated forms of this testing technique can be carried thru by trying a new headline, a different testimonials,guarantees, etc. The testing technique know no limits, but there is also danger in becoming test-happy. To use the testing principle effectively, be certain that the results will justify the time and expense of making the test. If it merely means adding to your paperwork without adding profit or reducing cost,it isn't worth it.

Copyright 2004 by DeAnna Spencer
This article may be reproduced freely on the Internet as long as the resource box remains intact.

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DeAnna is the publisher of the ezine, Prospecting and Presents.
Subscribers get one free ad per week.
Subscribe today by visiting http://www.pnewsletter.com
To thank the publishers/webmasters that use my article, I offer
one free solo ad.  Simply fill out the contact form on my contact
page listing the url it was used on or sending me a copy of the
ezine it was used in.  Once I confirm the location of the article,
then we can make arrangements for the solo ad.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Note to publisher/webmaster:  Feel free to remove the part about the solo
ad when you get ready to publish the article.

But if you are just starting out and you want to become a Publisher, you
should start small and get your "feet wet." One easy and excellent way to
start your publishing career is to start your own short and simple 3x6" or
5x8" unclassified ad column.

Choose a publication that you wish to run your small unclassified ad column
in. Try and start with a minimum 20,000 circulation. Select some well-known
publishers who advertise in adsheets and tabloids and print their ads
instead. Make sure they get a copy of your unclassified ad column with a
note explaining that you ran their ad free of charge so they could give your
publication a try. Most of these advertisers will send you a paid order back
because they will appreciate your generosity.

However, they will also tell others about you and generate free word-of-mouth
advertising. Word soon gets out about people who try to help others and your
business booms! Publishing any type of publication that is dominated by your
own ads certainly shows that you are a new publication without any
advertisers. This is bad publicity - especially since this is your first
issue and you're trying buying something is satisfied and makes a repeat
purchase. In fact, newcomers are eager to learn and will buy anything to get
started learning. By taking advantage of them only means that you will make
one sale in that person's lifetime. But if the product is good and worthwhile
they will order from you again and again. Many newcomers today will be big
businesses tomorrow. If a newcomer found a honest company that
really helped them break into the mail order field they would continue to do
business with them when they really did make millions of dollars. See what is
meant? The back-end sales for a lifetime would be worth the investment.

Not saying that you can take a piece of "junk mail" claiming to make the
person $1 million in 30 days or less and turn it into a valuable and
worthwhile product. Since this is a downright lie, there is no way to market
this honestly. However - you can study the piece of "junk mail" to determine
what words and phrases were used and how the ad is written so you can
understand how to present a REAL product that people will be eager to buy.

Then, pass the word and tell every new person you come into contact with
about these pie-in-the-sky-schemes. You might even want to try writing to
some of the people listed on the chain letters. Explain how all this "junk
mail" only appeals to their emotional needs and how the company who
originally wrote these materials are USING them to only get their money.
If everyone passed along this information - it wouldn't take very many years
for chain letters to disappear.

Note to editors:
To show my appreciation to the editors that use my articles, I offer a free solo ad. Simply send an email to me by using the form on the contact me page on my website to tell me the url the article was used on or send me a copy of the ezine it was used in.

Copyright 2004 by DeAnna Spencer
This article may be redistributed freely on the Internet as long as the resource box remains intact.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
DeAnna is the publisher of the ezine, Prospecting and Presents.
Subscribers get one free ad per week.
Subscribe today by visiting http://www.pnewsletter.com
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

Using the telephone as an effective sales and customer service tool begins before you ever pick up the receiver to answer the telephone or make an appointment or sales call. When you reach for a ringing telephone, you need to put a smile on our faces and then greet people with the same enthusiasm you’d show them in-person. People can hear a smile, can’t they? You also need to have music in your voices and an attitude that conveys to a caller that he or she is your top priority. The impression you create on the telephone can help you stand out from other organization If you don't stand out, you lose your competitive edge.

Practice these telephone-answering techniques that can help you stand apart from others:

1. Say,“ Good morning or good afternoon." (Use these words to trigger a smile)

2. Sincerely thank the prospect, customer or client for calling.

3. Identify your institution, company or firm.

4. Identify yourself. (This is Jon Jeffers)

5. Ask, ”May I help you?“ or ”How may I direct your call?“

6. Listen carefully to the caller’s request without interrupting.

How you answer your telephone, creates either a negative or positive impression in the mind of a caller. What you do and say after the first impression is important also. For example, if callers must be placed on hold, give them a choice. Say: ”I need to leave the line for a few minutes to check that information, would you like to hold or may I take your number and call you back?“

Callers, who are put on hold, should be checked with every 20 to 30 seconds. High quality service means you never keep people in the dark wondering whether or not they have been forgotten in a Musak limbo. If callers are your most important priority, you must always treat them as such. In our workshops we use an exercise to illustrate how callers feel about being put on hold. In the exercise we ask participants to close their eyes and raise their hands at the end of two minutes. Workshop participant’s hands usually go up at about 27 seconds and most of their hands are raised before a minute and a half has passed. Two minutes on hold is the same as five minutes in the mind of a caller.

When a call must be transferred, make certain to identify the person and the extension that you are transferring to. Say: ”Tim Connor is at extension 543. I will transfer you and stay on the line until he answers.“ When the employee answers, introduce the caller and his need ”Tim, I have Mrs. Inez Stewart on the line. She would like to discuss….“

Ending your call properly is important, too. Always thank the caller or in some way affirm the caller’s value to you and your organization. Say: ”I’m glad I could help you, Mr. Johnson"; or ”Call again anytime, Mr. Johnson“; or ”It’s always good to talk with you, Mr. Jones.“ Then let the caller hang up first. To obtain a comprehensive manual on using the telephone effectively check out TeleSales & TeleService at: http://www.TheSellingEdge.com/manual3.htm

VIRDEN THORNTON is the founder and President of The $elling Edge®, Inc. a firm specializing in sales, customer relations, and management training and development. Clients have included Sears Optical, Eastman Kodak, IBM, Deloitte & Touché, Bank One, Jefferson Pilot, and Wal-Mart to name a few. Virden is the author of Prospecting: The Key To Sales Success and the best selling Building & Closing the Sale, Fifty-Minute series books and Close That Sale, a video/audio tape series published by the Thompson Learning, Crisp Learning division. He has also authored a Self-Directed Learning series of sales, coaching & team development, telemarketing, and personal productivity training guides. Check them out at: http://www.TheSellingEdge.com/Book1.htm

Virden teaches for the Center For Professional Development, Texas Tech University at Lubbock, Texas and in the School Of Entrepreneurship, J. Willard And Alice S. Marriott School Of Management at Brigham Young University, Provo, Utah. You can contact Virden at: Virden@TheSellingEdge.com. or learn more about him at: http://TheSellingEdge.com

Company mottos can easily be printed on a business card.

Sometimes you wonder if a company motto is remembered by anyone in the company. If you ask them, they will have to search around to see if they can find where they wrote it before they will be able to tell you. Most often, the motto is so long that it is totally ignored by everyone, except the person that wrote it. The best attack for you is to write one that has meaning and that you can recite easily to your customers. I have a friend that is President of Ionics Fidelity Purewater; his motto is printed on a business size card that he keeps in his wallet. He told me that this is given to each employee and when asked, they can always find it. By the way, the motto is fairly short and to the point, it is something that they use all the time.

A motto is only as good as it is used and adhered to. Everyone needs to buy into it and then also commit it to memory. If it makes no sense and it is not relevant to the work you are doing, it will not likely be remembered. I use my ten second pitch as my motto and encourage everyone that does work for me to use it when meeting people for the first time. My motto is "to provide corporations with the tools to maintain, repair, and tune-up business processes". If someone wants a further explanation, then I go into my additional thirty-second pitch. How does your motto fit into your client introductions?

Mottos & Credos are a good way to emphasize the way you want your customer to value your products and services. It is likely the first thing they see on your office wall or even on your printed materials. The important thing to remember is that you should make sure it is useful and can be easily recited by everyone that works for you.

Bette Daoust, Ph.D. has been networking with others since leaving high school years ago. Realizing that no one really cared about what she did in life unless she had someone to tell and excite. She decided to find the best ways to get people’s attention, be creative in how she presented herself and products, getting people to know who she was, and being visible all the time. Her friends and colleagues have often dubbed her the ”Networking Queen“. Blueprint for Networking Success: 150 ways to promote yourself is the first in this series. Blueprint for Branding Yourself: Another 150 ways to promote yourself is planned for release in 2005. For more information visit http://www.BlueprintBooks.com

Every wholesale and closeout business is faced with a difficult issue when it comes to selecting the prices for their wholesale and closeout products. To address this challenge, www.wholesalecloseoutforum.com has introduced articles written by experts on developing accurate pricing.

Like every business, wholesale and closeout businesses understand the basic science of establishing pricing for their wholesale and closeout merchandise. The most widely used pricing formula is based on factoring in fixed and variable costs, and then adding in the mark up.

But while this formula is true for all business markets, it needs to be modified for the wholesale and closeout business. Just like on shoe cannot fit all feet, one pricing formula cannot be used for all business markets.

For starters, what makes the wholesale and closeout business very different from other businesses is the end user need.

While in most business markets the end user need is based on consumption, in the wholesale and closeout market the end user need is based on resale.

The difference being that while IBM will purchase paper supplies for its offices, and Steve Smith will purchase orange juice to drink, the customers of a wholesale and closeout business have a different purpose behind their buying decisions.

The wholesale and closeout customer is only purchasing products with the intention of reselling at a profit.

As long as the profit margin is high enough to cover his or her costs, and still leave them over with a net profit, will the customer continue to buy from the wholesale or closeout supplier.

For this reason, the wholesale and closeout business must factor in what profit will their customers be able to make when they resell their merchandise.

”This equation must factor in the nature of the wholesale customer. Is the customer a dollar store, flea market vendor, or eBay seller?“, said Donny Lowy, who is the CEO of www.wholesalecloseoutforum.com and www.closeoutexplosion.com

According to Donny Lowy, the success of a wholesale and closeout business will depend on how much their customers can make in the resale market, on their wholesale and closeout products.

Therefore the pricing equation must reflect the profit margin that the reseller will have when they take their merchandise to their retail outlets.

To have a further understanding of this subject, one needs to be able to understand that the wholesale and closeout business are based on sales to repeat customers.

As long as the wholesale and closeout customers enjoy a decent profit margin they will return to the wholesale or closeout vendor.

This relationship can lead to an increase in sales volume which makes it worthwhile for a wholesaler or closeout dealer to sacrifice profit margins for long term sales revenue.

Donny Lowy is the CEO of http://www.closeoutexplosion.com, an online wholesale and closeout business, and http://www.wholesalecloseoutforum.com, an educational resource for the wholesale and closeout business.

In order to do your mission statement you need to be able to answer the following:

Why should this business exist?

Who will be its customers and how will it benefit them?

Why will they be better off?

These questions are easy to answer for Lease Purchasing. Why should it exist because it provides a creative strategy for both buyers and sellers to either move their home or get into a home in 30 days or less; saves them money, gives them more options, etc. If you don't know all the advantages by now, go back and read them in our previous newsletters. Again, who will be its customers and how will it benefit them - easy. Sellers and buyers of homes, and again all the advantages of lease purchasing for buyers and sellers. The last question, why will they be better off - again, easy, we move the sellers home in 30 days or less and get a good tenant/buyer in there who pays on time, takes care of the property, etc.

For those of you thinking of running other than a lease purchase business you need to look at these questions and answer them very thoroughly, before you move on to your business plan.

For example, a computer training instructor might answer the above questions in the following way.

Why Should The Business Exist? To provide computer instruction to those unemployed, those looking to improve their skills, to provide companies with the ability to re-educate, or update their employees.

Who will be its customers and how will it benefit them? Customers will come from employment agencies, small to mid-size companies utilizing certain computer programs, and state agencies.

Why will they be better off? We will provide one-on-one instruction, with notes and follow-up calls for a six month period after the class. We will walk them through a problem they might have at work.

Now you've got the concept of a mission statement. You need to apply it to the business your interested in running, and see if that business passes the test. Many times, a great idea dies because there is no real need for the business to exist. Don't let that happen to you.

Copyright DeFiore Enterprises 2000

Interested in having your own successful, home based creative real estate investing business? Chuck and Sue have been helping folks start successful home based businesses for over 19 years, and we can help you too! To see how, visit http://www.homebusinesssolutions.com for the latest FREE tips and tricks, educational products and coaching in creative real estate investing and home based businesses. No time to visit the site? Subscribe to our "how to" Home Business Solutions Digest, it's like having your own personal coach: mailto:subscribeHBS@homebusinesssolutions.com

Did you know that a credit policy is a channel where you can control your bottom line, sales and income? By tweaking your credit policy you can make more money instantly.

A new book, ”Become the Squeaky Wheel“ by Michelle Dunn describes credit policies and outlines how you can create one for your business so you have more control over your bottom line, sales and income.

When a potential customer fills out a credit application you can get near-perfect information about that customer and how they pay their bills, and if they can afford more credit. Most consumers that take the time to fill out a credit application are serious about buying from you; otherwise they would just go down the road to where they can buy without filling out any forms.

After extensive research it was found that consumers that can obtain credit will even pay more for a product or service when they are extended credit and have great customer service. The faster, easier and smoother procedures will get the most and better paying customers.

The result? More sales, income and happier customers for your business. This can also result in word of mouth advertising from happy customers, and that is free.

Michelle Dunn has over 17 years experience in credit and debt collection. She is the founder of Never Dunn Publishing, LLC, is a writer, consultant and the Editorial Advisor for Eli Financial Debt Collection Compliance Alert Newsletter. Michelle started M.A.D. Collection Agency and ran is successfully for 7 years. She owns and runs Credit & Collections.com a free online community for credit and business professionals.

She has written 5 books in her Collecting Money Series. For more information on Michelle’s services or to order any of her books please email her at michelle@michelledunn.com or visit http://www.michelledunn.com & http://www.credit-and-collections.com

Negotiating outcomes are the types of results that can happen at the end of a negotiation. All negotiations end up with one out of four possible outcomes: one party wins and the other loses, both parties lose, they get stuck in a stalemate, or both end up winning. Obviously, the goal in a cooperative negotiation is for both parties to walk away with their needs being satisfied. Familiarize yourself with the four different negotiating outcomes and make it your goal to aim for a mutually-beneficial outcome.

Lose-Lose

In this type of outcome, ego’s come into play which thwart the negotiating process. Both sides dig into their positions and are unwilling to compromise with each other. In the end, both parties end up losing in the deal. Resentment exists between both parties as a result of the outcome and it is unlikely that they will ever negotiate with each other again.

Example

A labor union refuses a contract offer and goes on strike until demands are met. The company refuses to give into to this bullying-type technique and digs into their position of not budging. In the end, the strikers go back to work without a raise and with lost income and the company loses a large amount of sales revenue, and the consumer loses because the company must raise prices to pay for its losses.

Win-Lose

In this type of outcome, one side wins and the other side loses. There is no compromise with a win-lose outcome. It’s a one-side takes all battle with one side getting all their needs satisfied and the other side getting nothing. While the side that wins may be very happy about the outcome; the losing side has a high level of resentment over the deal because they did not have any of their needs met. This usually results in a end to any future negotiations and a termination of the relationship.

Examples

A street brawl is the ultimate in win-lose negotiations. One side wins by use of physical violence and the losing side has no choice but to submit to defeat.

A civil court battle is win-lose. A judge or jury decides winner and loser based on available evidence. One side wins punitive or compensatory damages and the other side loses that money.

Stalemate

In this type of outcome, neither side wins or loses and after a long negotiating session, both sides are at the exact same place that they started off at. This is a result of not being able to deal with interests and only positions. Stalemates happen when both sides aggressively defend their positions and neither side is able to make the other side budge.

Example

You go to buy a car and the salesman quotes you a price that is too high. You are unwilling to budge on your price and the salesman is unwilling to budge on his quote. You then walk out of the dealership and go find another one to deal with and the salesman moves on to the next customer.

Win-Win

This is the type outcome that you strive to achieve when you Street Negotiate. In this type of outcome, both sides walk away with their interests and needs being met. Both sides leave the negotiating table satisfied because they came out of the negotiation with more than they had started with. Relationships are preserved because both parties cooperated with each other in determining a fair solution to the problem. This outcome also bolsters trust for future negotiations between the two parties because they have established a positive relationship.

Example

A hostage taker agrees with the police negotiator to surrender and release his hostages. In return, the negotiator agrees that the SWAT team won’t bust through the doors and kill the hostage taker. In this example, the hostage taker gets his needs of survival taken care of and the negotiator gets his needs of ending a potentially deadly confrontation without any bloodshed satisfied.

Key Points

The four possible outcomes to a negotiation are: lose-lose, win-lose, stalemate, and win-win.

Set your goals on having a win-win outcome in all of your negotiations. A win-win outcome is where both negotiating parties walk away with having both of their needs met.

About The Author

Tristan Loo is an experienced negotiator and an expert in conflict resolution. He uses his law enforcement experience to train others in the prinicples of defusing conflict and reaching agreements. Visit his website at http://www.streetnegotiation.com

When you make a mistake with a customer, should you write them off as lost -- never to return again?

Nope. There have been numerous studies which show that a customer who has had a problem and gotten it resolved in a timely manner and to their satisfaction is a more loyal customer than one who has never had a problem.

I've found that to be true too. One of my biggest fans is a customer who started out on slippery footing. She's been a repeat customer for three years now.

From a situation that could have been a disaster to one that ended up being great, our response as business people gives us the control to turn that customer into a "raving fan."

So how do you turn a lemony situation into lemonade in your business?

- Use the human touch. Pick up the phone and connect. Don't try to tame a rough situation using email. You'll lose.

- Offer a special gift or extra compensation on your product or service. That could be a valuable add on product or a free month's service.

- Ask the customer what it would take to make them happy. You'll find that it's normally something you can accommodate very easily.

About the Author

Denise O'Berry frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.

http://www.whatspossible.com
http://www.justforsmallbusiness.com
http://www.deniseoberry.com

The goal of all sales training is not just to teach solid selling principles and techniques, but to actually help participants increase the number of new accounts (products and/or services) they sell and improve their multiple sales ratios. Unfortunately, many sales and service industry professionals gain an intellectual awareness of the methods of selling from the sales training they receive, yet fail to improve their bottom line sales results by systematically using the concepts in their daily transactions. See my article, The Processionary Caterpillar Syndrome Costs You Sales?

There are a number of methods you can use to move beyond an intellectual awareness of sound sales techniques. By applying some of these ideas, you can begin to see a steady improvement in the number and scope of your sales transactions. These concepts can help any sales professional drill-for-skill the vital selling principles needed to become a sales leader. Really all it takes to be successful in sales is just a little practice and perseverance.

Give Yourself Permission To Succeed

To become a sales leader in any kind of business only requires that you give yourself permission to succeed. In sales, as in every endeavor in life, it is your attitude not your attributes that count. There is no reason you can not be extremely successful at selling your company’s products and services, if you make up your mind to do the job.

William James, a Harvard Professor and the man many view as the father of American Psychology, wrote in 1895:

”The greatest discovery of my generation is, that a human being can alter his circumstances in life by altering his attitude of mind.“

James also gave people a formula for achieving an altered attitude of mind. He simply told them to ”act as if“ they were already successful and this act alone could make them successful. If you act as if you have changed or act like a different person, according to James, you must change or become a different person. If a sales professional acts as if she can sell, her sales ratios and product account closings can do nothing but improve.

By releasing your ”inner brakes“ and seeing yourself using the sales and customer service techniques you have learned, you can become extremely successful in your efforts to sell your company's products and services. If you want to consistently produce multiple sales transactions, just let yourself go and you will start to see the success you are seeking. You have the right to be successful. The only thing that can stop your improvement and ultimate success is yourself. Tell yourself that it is all right to produce outstanding sales results; and then, begin envisioning the success you expect to achieve.

Use Affirmations To Produce Success

To help you consistently execute the sales techniques you have learned, use affirmations to change the way you think and perform. Affirmations can also help release your internal breaking system.

We gravitate to our dominant thought patterns. By using affirmations (”I can,“ ”I am,“ etc.), you can create dominant thoughts about specific sales methods that will help you to move away from your fears (the fear of failure or of looking foolish) toward successful sales transactions. Write down a series of positive affirmations about the sales process or a specific technique. Then read them over until you create the dominant thought patterns that produce success.

As we teach in all of our Sales Success workshops and discuss in detail in our published training material, it is vital to your sales success that you regularly affirm your selling skills and visualize successful transactions using the techniques you have learned. To succeed you must see yourself as one of your company’s top sales producers by regularly performing mental dress rehearsals for the position.

Repeat The Technique Until It Is Yours

As you are taught new sales techniques you need to practice them on the job as well as in your mind, until you can use them in each transaction without even thinking about their use. We call this level of sales proficiency ”unconscious competence.“

Many sales professionals, try a new sales approach only once or twice before rejecting it out of hand or deciding that it will not work for them. True professionals; however, diligently practice a new sales concept until they can execute it without even thinking about it. This approach (going beyond an intellectual knowledge of a sales method) sets top producers apart and can be seen in their extraordinary closing and multiple sales success. It is also quite noticeable in their pay checks as well!

Role-playing at each new sales technique with a co-worker is a powerful way to gain the ability to consistently use these concepts on the job. Remember; however, that practice does not make perfect. Only ”perfect practice“ makes perfect. So as you practice with other employees, try to be as accurate as you can in the execution of a given sales concept.

Set aside some time each working day to drill in the sales concepts you have been taught. Take them one at a time and master each one. It might surprise you how much more you will enjoy coming to work when you become truly proficient in building sales and long term customer relationships for your company.

Saturate Your Mind

Saturate your mind with sales and motivational materials. As you do this, you will move from an intellectual understanding of the sales techniques to a daily working knowledge of the methods you need to succeed, and you will have more than just an occasional thought about what you are trying to accomplish. What is needed to help you change your behavior is a constant positive saturation of your mind by reading over the materials you have been given or the notes you have taken on the subject.

In his tapes, The Psychology of Selling, Brian Tracy tells his listeners that one of the best methods to increase sales success is to read then reread one of the best books on sales for 30 minutes each day. He feels this type of saturation will have a tremendous impact on the sales activity of an individual. Research from Stanford University indicates that you can learn more from reading the same book six times than you can from reading 40 books on the same subject.

Work Smarter Not Harder

Outstanding sales results come to those sales professionals who correctly follow and apply sound sales principles. They won’t do the work for you but they will lighten your load and give you an edge. All it takes to be successful at selling your company's products is to want to improve the way you perform, see yourself using new selling techniques, give yourself permission to use the concepts and regularly practice them until they become second nature.

VIRDEN THORNTON is the founder and President of The $elling Edge®, Inc. a firm specializing in sales, customer relations, and management training and development. Clients have included Sears Optical, Eastman Kodak, IBM, Deloitte & Touché, Bank One, Jefferson Pilot, and Wal-Mart to name a few. Virden is the author of Prospecting: The Key To Sales Success and the best selling Building & Closing the Sale, Fifty-Minute series books and Close That Sale, a video/audio tape series published by the Thompson Learning, Crisp Learning division. He has also authored a Self-Directed Learning series of sales, coaching & team development, telemarketing, and personal productivity training guides. Check them out at: http://www.TheSellingEdge.com/Book1.htm.

Virden teaches for the Center For Professional Development, Texas Tech University at Lubbock, Texas and in the School Of Entrepreneurship, J. Willard And Alice S. Marriott School Of Management at Brigham Young University, Provo, Utah. You can contact Virden at: Virden@TheSellingEdge.com. or learn more about him at: http://TheSellingEdge.com

When you make a mistake with a customer, should you write them off as lost -- never to return again?

Nope. There have been numerous studies which show that a customer who has had a problem and gotten it resolved in a timely manner and to their satisfaction is a more loyal customer than one who has never had a problem.

I've found that to be true too. One of my biggest fans is a customer who started out on slippery footing. She's been a repeat customer for three years now.

From a situation that could have been a disaster to one that ended up being great, our response as business people gives us the control to turn that customer into a "raving fan."

So how do you turn a lemony situation into lemonade in your business?

- Use the human touch. Pick up the phone and connect. Don't try to tame a rough situation using email. You'll lose.

- Offer a special gift or extra compensation on your product or service. That could be a valuable add on product or a free month's service.

- Ask the customer what it would take to make them happy. You'll find that it's normally something you can accommodate very easily.

About the Author

Denise O'Berry frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.

http://www.whatspossible.com
http://www.justforsmallbusiness.com
http://www.deniseoberry.com

Do you want to be #1-10 on Google and other search engines? Do you want quadruple your Web sales in five months? Promote your business to the top with these 7 reasons to write and submit how-to articles.

1. Reach 10,000 to 150,000 targeted potential customers or clients every week Online that translates to increased sales. These people sign up for the no-spam ezines that you submit your articles to. They want what you have.

2. Spend less than seven hours a week for big results. Once you learn the learn the "articles system" from an internet marketing coach, your word will reach these big audiences hungry for free information. They need your articles for their ezines and web sites, because content brings the visitors to a web site.

3. Get free publicity from the worldwide web. Like me, in just eight months, think of getting your URL listed on 1000 other web sites, and, in 3 years, on over 4500 web sites. That too, translates to boosted sales.

4. Get seven times the impact of other promotion methods such as press releases, ads, talks, or link exchanges. When those many thousands of people online read your articles, they will see that you are the right savvy person in your field. Their trust builds, and they will eventually buy from you. Be patient with this process, because big results may take up to eight months.

5. Get frequent web visitors because you have also listed your articles on your web site. Have your web master add a link at the bottom of each article straight to your sales letter for each service and product. Content rich sites attract new buyers. Search engines notice the key words within your articles, and your site will rise to the top quickly. This is how your Internet coach got to be #1 in Google with the words book coaching.

6. Reach thousands of potential buyers when you submit one or two articles each two weeks to related web sites. These sites post your articles with a link back to your site. The more articles you submit, the better you are known as the savvy expert in your field.

7. Parlay your numbers when someone says, "I'm publishing your article on this site, or it's going into this ezine." How? Write a short thank you and offer to put this person's email on your ePublishers email list to which you submit new articles to weekly.

This easy, little time investment of submitting articles will yield money results far beyond most traditional marketing paths.

Judy Cullins, 20-year book and Internet Marketing Coach, Author of 10 eBooks including "Write your eBook Fast," and "How to Market your Business on the Internet," she offers free help through her 2 monthly ezines, The Book Coach Says...and Business Tip of the Month at http://www.bookcoaching.com/opt-in.shtml and over 140 free articles. Email her at mailto:Judy@bookcoaching.com