Business-Building Action From Terry Brock

Today I got a sad email.  You might be able to relate to this.  A dear friend of mine, I’ll call him “Bob,” was lamenting the troubles he was encountering lately.  His website wasn’t functioning as it should, his family members were having medical problems and he had just lost a large piece of business.  The entire email went on about how bad things were for Bob and what is happening with Bob.

I feel for Bob and people like him.  You might know someone like him.  We feel for people in dire straits and want to do what we can to help.  Yet, I think there might be a deeper, underlying problem.   Times like these force us to be more resolute and business-like in our attitudes.

This is where Relationship Marketing provides great strength.  I’ve said in these columns and in my book that Relationship Marketing is more than just a smile and a nice handshake.  It’s about meeting the needs of others in a practical way.

A lot of people are experiencing tough times today.  That is understandable with the economy where it is.  And when government officials are trying to “borrow their way out of debt” it makes the future look increasingly bleak and scary.

Yet, how do you face it individually and as a small business?  Those who embraced what I call a “wish and hope” strategy are failing fast.  My friend Bob, has long embraced this strategy.  He would believe that somehow by hoping for the best and saying positive affirmations he would be just fine.  Hard work?  Bob would say, “No need for that when you know the secret is to just believe in yourself and think positive.”

Somehow in really hard times that vacuous philosophy doesn’t pay the bills.  It takes serious, hard work and diligence to make it.  Tough economic times just bring to light what was buried under the surface for a long time.

Many people like Bob have based their business strategy on hope and wishing more than sound, level-headed analysis and business strategy.  Relationship Marketing is about seeing the other person’s needs and helping them.  It is about being a serious “Relationship Farmer” working hard to till the soil, plant the seeds, nurture the crops and see it through to harvest.

Relationship Marketing is not just about shaking hands, smiling and even sending birthday notices.  Yes, it is important to be friendly.  It is good to remember birthdays and important events for key people.  However, it is much more important to produce results.  That is the key.  Relationship Marketing is about producing viable, bottom-line beneficial results for those in your supply team and key stakeholders.

Yes, we have to be friendly in business.  It smoothes out the often troubled human-relations side.  Yes, we should go out of our way to help others.  Napoleon Hill’s admonition to “Go the Extra Mile” is more important today than ever.

For today’s successful business, it is imperative to focus tightly on producing measurable bottom-line results.  Think of what it is that paying customers need.  Usually this always comes back to increased sales.  When sales are great, it seems that all other issues fall into place.  Amazing!

Take this time as a great opportunity to do an assessment of yourself both personally and in your business life.  Where have you been living on “wishes and hope” rather than focusing on producing positive results?  Getting the personal philosophy right is the first step.  From there the action steps fall into place.

Relationship Marketing is about helping others in serious, bottom-line beneficial ways.  It goes way beyond “hope and wishing” to producing tangible, dollars-in-the-bank results.  As Bob, and others like him realize this, they will do better for themselves, for their clients and ultimately for the economy.

Be sure and listen to the audio portion of this. It is a short 7 minutes and provides a lot of good information for you. You can download it here. You can also listen to it on iTunes or on your favorite audio player. I look forward to hearing your comments and reactions.

Action Steps:

1. Read Napoleon Hill’s Think and Grow Rich and absorb the details.  Read it already?  Read it again with new insights and enjoy.
2. Focus on where you can generate positive, bottom-line results today for your customers.  Dig deep and find out how to assist customers.
3. See the positive in the midst of a crazy world and focus on practical ways to generate value for others.  This strategy never goes wrong in any economy.

Copyright © 2009, Terry Brock and Achievement Systems, Inc.  Terry Brock is an international marketing coach and professional speaker who helps businesses generate profitable results.  He can be reached by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.  Join the Twitter adventure with Terry through his Twitter address: TerryBrock

 Relationship Marketing - Focus on What Matters [7:00m]: Play Now | Play in Popup | Download (101)

Business-Building Action Steps From Terry Brock

Social Media sites like Twitter, Facebook, Linkedin and YouTube are changing the way the world does business.  I think this is in response to our desire to connect with others.  Relationship Marketing is all about connecting with people first as human beings and then as customers later.  For a real business relationship to work, both parties must receive value.  If only one or neither does, that relationship won’t continue for long.

It is the same with Social Networking.  You have to provide value consistently for people to want to follow you (as in Twitter) or be your “friend” (as in Facebook).  This value means something that helps them in their business or their personal lives.

So, what Works in Social Media and Social Networking?

What To Do In Social Networking

1. Provide Solid Value First.  Provide tips that are valuable to your followers.  If you talk about a special that is with a third party — where you have no benefit from your followers purchasing — you gain points.
2. Retweet (Twitter). This means you copy something that was said by one person and send it to your followers.  You are helping in three ways here: 1) You help the person who sent the initial tweet and they will remember that, 2) You help your followers by providing value and 3) You help yourself two ways.  First you strengthen the relationship with the person you are retweeting (don’t you love these new words we come up with today?) and secondly you help yourself as others see you as a resource.  Make sure it is value when you retweet otherwise it comes off as TweetSpam and that can only hurt you.
3. Link With Bit.Ly, Tinyurl Or Other URL Shorteners.  This sounds a bit technical but it’s quite easy.  If you have a really long name for a website (URL) it can eat up your 140 character limit fast.  A better way is to use one of the free URL shorteners available. Bit.ly is good for generating statistics on how many are coming to the site.  Tinyurl and snipurl have been around for years and are quite reliable.
4. Always Points To More Value On Your Blog/Website.  Let your Facebook postings, your tweets and Linkedin messages always point to your Blog or website (they can be the same) where your followers or friends will find more value on the subject.  This is the methodology you want to deploy in your marketing today.  Generate value on your Blog and point to it with your notices on all the various social networking sites.

What To Avoid In Social Networking

1. It’s All About Me. Ugh!  How many times do we need to hear that the world doesn’t keep spinning around YOU?  We all want to hear about ourselves and how what you have to say will make our lives better.  Make all your communications about how others will benefit from being involved with you.  Frankly, we don’t care that you’re “standing in line to get a hamburger.”  What will help is if you found that hamburgers are available at half price today from 12:00 to 3:00 at 4^th and Main and they are the best you’ve ever had.  That information would be valuable.  Make it about others and you will succeed.
2. Spam City.  We hated spam on email (still do).  We don’t like it any more in the era of social networking.  So stop it already!  Yes, we know you have a “great way to make money on Twitter” on your site but frankly, we’re tired of hearing it!  Instead, promote serious ways people can solve problems in their business.  You add to your credibility and avoid being seen as a spammer.
3. Too Much “Unfollowing” Or “De-Friending.” When you stop following someone (and there are times it is appropriate) make sure it is because of serious problems (like spamming — see above).  When we see someone has “unfollowed” us (more of those clever new words we get today), it can hurt.  I remember one person who I admired and had purchased a lot of her materials.  However, when she unsubscribed to my email I was hurt.  Was I logical?  Of course not.  However, that person has already lost thousands of dollars as I spent the money with someone else — and she doesn’t even know it!  Careful on what you do and who it can offend.  Hear more about this story in my podcast at www.TerryBrock.com.

Social Networking is really very much like good ole networking has been since human beings started gathering in groups.  Treat people with honesty and dignity.  Relationship Marketing principles work today on these new media.  Avoid the “hot new ways to increase traffic” that smack of hucksterism and chicanery.

If it doesn’t come from a genuine, real desire to help other humans beings, it should probably be avoided.  This is true in Relationship Marketing, Social Networking and life.

Copyright © 2009, Terry Brock and Achievement Systems, Inc.  Terry Brock is an international marketing coach and professional speaker who helps businesses generate profitable results.  He can be reached by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.  Join the Twitter adventure with Terry through his Twitter address: TerryBrock

 Social Media - What Works and What Doesn't [9:23m]: Play Now | Play in Popup | Download (86)

Business Building Action From Terry Brock

“A setback is just a setup for a comeback.” Willie Jolley, Professional Speaker, Author and Professional Singer

Tough times are great!

Yes, you read that right. Tough times make us all better people. When you have to go through tough times —- tougher than anything you’ve experienced before — you gain skills that you never would have acquired when everything is going just fine and smooth.

Many businesses today are going through tough times. Others are now beginning to see the light and come out of the dire doldrums to see new opportunities in a new world that has emerged even in the last year.

Just the other day I was talking with a very good friend who called and told me he had been laid off from his job about 3 weeks ago. He said he was going into “liquidation mode” by trying to sell anything he had of value. His plans included selling everything he could on eBay, Craigslist or anywhere else that he could get cash to pay for groceries (literally). I hurt deeply knowing what he was going through and the anguish it meant. Also, the fact that he waited three weeks to tell me he was laid off said volumes about his feelings. But selling can only go so far. Eventually my friend will have to generate new income from new sources.

Coming back is all about being resourceful. Human beings throughout history have achieved their greatest success just when it appeared the darkest. I’m reminded of the story of the late, great Mary Kay Ash. She suffered through a bad marriage and when she left worked at raising three kids alone. When she was passed over for promotion — in favor of a man whom she had trained — she decided to forge out on her own. She built a company that not only made her a millionaire but many others as well.

Oprah Winfrey’s story of dogged determination to overcome obstacles is well-known. She is a shining example to all about how persistence and offering the public something it wants can yield solid business benefits — and help others profoundly as well. Success and determination don’t care about gender, skin color, or other factors. What matters is the degree to which you are willing to work hard, get up when knocked down and be creative in developing new ways to meet new circumstances.

My friend Willie Jolley is a Washington, D.C. – based professional speaker, professional singer and author (try that combination on for size!). I love his quote at the top of this article. When you get that setback (and we all do) it is how you handle it. Look at it as a way to prepare you with knowledge and the emotional stamina to turn things around for the future. The cynics will say it doesn’t work.

They are right.

They are right— but only to an extent. If they say they can’t and say it won’t work, they are right — for them. However, for those who marshal a “never-say-die” attitude and are willing to learn from setbacks, adapt to new circumstances, acquire the skills necessary to get ahead and be willing to pay the price — well, history is replete with examples of success.

This is not Pollyanna talk. This is hard science and what really works in the real world. Here are some steps that can help when you have that setback:

1. Pause And Examine The Situation. Realize you can’t just brush off the hurt. Deal with it — but don’t stay with it. Find out what went wrong, what you could have done and what was completely out of your control. Know the facts before you begin anew.

2. Acquire New Skills. In a world that is changing rapidly, continued knowledge infusion is essential. Learn new market-valuable (key term!) skills. Find those things that people want and for which they are ready, willing and able to pay. Go to the library and read. Listen to MP3 skill-building ideas on iTunes. Watch instructional videos on www.video.google.com, www.YouTube.com and other sites. Note that all the above suggestions don’t require money but they do require your commitment to study and learn.

3. Sell. Successful people in any field have learned how to sell their ideas. Learn how to do that. Do it in a persuasive, helpful, not pushy way. “Pushy” doesn’t work with most intelligent people today. Genuinely help others and sell without regard to the inevitable rejection you’ll get occasionally.

As you see every setback as a setup for a comeback, you will acquire the mindset that is imperative to get ahead. Never stop learning market-valuable skills. Never stop selling to help others.

These principles can help you personally and in your business when you have a setback. Model the successful people who have done it before and you improve your chances for success.

Copyright © 2009, Terry Brock and Achievement Systems, Inc. Terry Brock is an international marketing coach and professional speaker who helps businesses generate profitable results. He can be reached by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com. Join the Twitter adventure with Terry through his Twitter address: TerryBrock

 Turning a Setback into a Comeback [9:30m]: Play Now | Play in Popup | Download (95)

Business-Building Steps From Terry L. Brock

You need more business!  We’ve heard it loud and clear.  In today’s economy many are struggling, but there are some who are doing very well.  The key is the principles which one applies.

Here are some important steps you can take right now to generate more business — and one to avoid at all costs.  Apply these principles and notice how things turn around for you in your own business.

Don’t forget to watch the video that accompanies this article for additional ideas.  You can see that below on this page.  Leave a comment (below) to others can benefit from your ideas and insight.

Steps To Get Business Today:

1. Study. Study what the market wants and is ready, willing and able to pay for.  Don’t just listen to what they want.  Find out what they are willing to pay for, ready for it and have the money.  I’ve seen way too many honest, entrepreneurs try in vane to sell their products and/or services without doing their initial research. They come up with what they think is a great idea that the market wants.  Then they are continually disappointed when it still doesn’t fly.  The better approach?  Start with study.  Find out what people want and are ready, willing and able to pay for it.  Without that proper combination, you’re wasting valuable TME (Time, Money and Effort) for both you and your prospects.  Once you’ve found the products and/services that people want and are ready, willing and able to pay for, sell and market like crazy!
2. Contact.  Make a specific number of phone calls, personal visits, email, letters, etc. etc. to past clients.  Ask how they are doing.  Don’t be pushy with sales but find out how they really are doing.  Find out what they are going through and make your purpose to just say hello and help where possible.  Don’t try to sell anything on this call.  Be sincere to listen to them (yes, that means you have to shut up for a while!) and find out what they are going through.
3. Be There. Get out to physical meetings and physically meet real, live people who can buy from you.  Yes, email, Twitter, Facebook and more are nice.  However, nothing can ever take the place of physically being there in front of important people.  As Corbin Ball says, “You can’t share a virtual beer.”  Join the organizations where your buyers hang out.  Be there for them with value, not hype and trying to sell.  This is what Relationship Marketing is all about.
4. Go The Extra Mile.  This week I re-read, as I like to do often, some of Napoleon Hill’s classic work, Think and Grow Rich.  He talks about many principles, one of which is the habit of going the extra mile.  It is one of the fundamental building blocks for success.  Unsuccessful people put in — at best — 8 hours a day and think the world owes them a living.  The world owes you nothing!  8 hours is just the beginning.  To excel in any market — particularly a tough economy — you have to go way beyond what others are expecting and “make ‘em say WOW!” as Winston Marsh tells us.
5. Follow Up Like Crazy.  Too many small business owners I see around the world do the right things — then stop.  They don’t press through with an attitude of “smart persistence.”  That extra effort of calling again, swinging by their office or dropping them a personal hand-written note can make all the difference.  You’ve already done so many things right.  Just go that little bit extra to push the ball over the goal line.

Avoid — At All Costs

After doing all the above, you’ll be off to a good start to generate more business today.  But you have to constantly avoid a human tendency.  That tendency is being so pushy that you only care about yourself and don’t see things from the other person’s point of view.  Empathize with how she feels.  Notice the challenges he is facing.  See it from their point of view first and foremost.  Then craft all your communications to helping them solve their problems.  This is Relationship Marketing at its best.

Recently I spoke to some distributors in the plumbing business.  They are going through some tough times now.  I also heard from many who said they were making it as they tried to help others by going the extra mile.  The successful distributors and wholesalers in plumbing, heating and air conditioning are doing well as they realize it is a different marketplace and they have to adjust.  They are making a decisive effort to help their customers with problems and avoiding any hype or just pushing their own products.

Relationship Marketing is not always easy.  However, it is the best way to generate more business in this, or any, economy.  For more information, go to www.TerryBrock.com for videos that show how this can be done in your business.

Copyright © 2009, Terry Brock and Achievement Systems, Inc.  Terry Brock is an international marketing coach and professional speaker who helps businesses generate profitable results.  He can be reached by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.  Join the Twitter adventure with Terry through his Twitter address: TerryBrock

Business-Building Actions From Terry Brock

Entrepreneurs wonder all the time about what the market really wants. What products will sell?  What services are people ready, willing and able to pay for?

The wrong approach —- which is unfortunately used a lot — is for a well-meaning small businessperson to come up with a seemingly great idea and run with it.   Many have tried the “Do what you love and success will follow” only to find they still don’t make solid, bottom-line profit.

Now hold off on the nasty email messages.  I’m a firm believer in doing what you feel is important.  Just remember that in the world of business, YOU are not the one providing the income — your customer is.  You have to come up with the products and services THEY are ready, willing and able to pay for.  If you like it, hey, that’s great!  However, that is not the sole measure of what you should do.

Like so many decisions in life, it is a combination of what the market is ready, willing and able to pay for now as well as where you have a passion.  In business, the emphasis is on the customer — at least if you want bottom line success.

So, how do you test for what they really want?  How can you conduct market research quickly, inexpensively (key term in today’s market) and effectively (you want accurate results)?  I remember in my MBA program one of the classes was Market Research.  We studied lots of quantitative approaches as well as really cool ways to find out what people said they would buy.

The problem was that most of that market research was really expensive.  Lots of number crunching and focus groups would cost serious money.  All that is well and good.  Many of these same techniques are used today.

However, for you and me there is a much less expensive — and even more effective — means of testing new ideas for products and services.  Today we have the benefits of new technology that have changed the rules and slanted the advantage to the small business.

I’ve always believed that small businesses have a real advantage over large corporations.  I often joke that if I need to make a decision, I have a meeting of the Board of Director (emphasizing the one director!) and do it.  If I want a raise, I don’t have to ask anyone for it — I just go out and earn it.

So, here’s a way you can make decisions and test them effectively in your business.  Check the idea with a Blog.  You can start a Blog for no cost at Blogger.com or at Wordpress.com.  Both of these tools are excellent and they are free.  You can write about what is on your mind to test the market.  Be sure to include some good keywords as that will grab the attention of the search engines.  People looking for information on your topic can find it very quickly.

No charge to you.

An even better way to test is to put a video with your article.  Do it on YouTube and then include the HTML, the coding for the video, into your article with a simple Copy and Paste command.

No charge to you.

You can also ask for feedback.  Find out what your target audience thinks of your idea.  Before you spend all the money on a new product or expend a lot of energy, test it online with a Blog and video to see the market reaction.  Get feedback from real potential buyers and slowly test the waters.

No charge to you.

Do you see how lucky we are to be alive today?  Even in the midst of challenging economic times, we can test ideas quickly.  If they don’t fly, look at it as really good information.  This is along the lines of the famous Thomas Edison quote about not failing 1,000 times to create the light bulb, but finding 1,000 ways it doesn’t work.  It cost Edison a lot of money to test his ideas.  Failures were disheartening and costly.  However, today you can test your ideas at…

No charge to you.

Kinda’ nice, huh?  Of course, the next step is if you see a lot of reaction (based on solid, real numbers of visitors and real reactions) you can produce a test product as a PDF or MP3 audio.  You can do this for little cost with open source software like Audacity for audio.  Check out PDF995 or PrimoPDF along with a host of others that will create a PDF for free.

You can create dazzling products which solve real-world problems and post them on your Blog.  Get an account (at low cost) with PayPal and you can receive money.

There you have it.  A great way to test your ideas and make money —- at no charge to you.   With this approach you can do what you love and the money will follow because the marketplace also loves what you do!

Copyright © 2009, Terry Brock and Achievement Systems, Inc.  Terry Brock is an international marketing coach and professional speaker who helps businesses generate profitable results.  He can be reached by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.  Join the Twitter adventure with Terry through his Twitter address: TerryBrock

 Cheap (and Effective) Market Research Today [8:51m]: Play Now | Play in Popup | Download (723)