cement board siding mundelein hardie plank siding siding replacement chicago soffit installation best siding northbrook .. Chicago Drug testing

Small Business Marketing Secrets: Look Like Sizzle, Be The Steak

You've heard marketing and advertising gurus quip, "Sell the sizzle, not the steak." Advertising initiatives best reach their target audience with benefits and the "wow" effect, not the value or features of their product or service. This may work well to get customers in the door. But once they're in, you better have some substance. How can you ensure you uphold the integrity of your business and still maintain the "Wow Effect"? It just takes well executed strategic steps for business AND personal development:

1. It's Already Done

Act like the goals you are working so diligently to achieve have already been reached. Walk with that confidence. Treat your leads like customers, your customers like guests in your home, and your staff like family. When you approach goals like a "done deal", you open up creativity reserves to think outside the box, access resources you didn't know you had and create opportunities for success previously unforeseen.

2. Get There From Here

It is not enough to act like you have arrived; you also get to devise a strategy map to get you there. Ask for your customers' input through surveys, polls, feedback forms. Pay customers' a visit, just to see how things are going. Send a birthday card, send flowers, and send an article clip that can prove useful to a client. Never miss an opportunity to create relationship. The best way to ensure you don't miss opportunities is to create a plan.

3. Who Cares?

Ensure that your work is fun and fulfilling for you and those who might work for or with you. Keep your duties aligned with your skills and interests, and invest in your own personal development. Volunteer in the community. Build a house for Habitat for Humanity. Run a marathon or half-marathon. Sponsor a scholarship with your local high school and recommend alliance partners or contractors to be part of the selection committee. It increases your visibility and theirs, and you both get to be a good corporate citizen. All for a good cause. Invest in yourself and in your community. Show you care.

4. Say What You Mean, and Mean What You Say

Address issues as they come up or as soon as appropriately possible. Sometimes we let things slide or leave things unsaid. This devalues what's important to you and insults the intelligence of the other person. Be open in your communication.

5. Create Win-Win Solutions

The belief of "looking out for number one" is so embedded in our collective consciousness that we have forgotten we are ALL #1 because we are all one. When you create win-win solutions, you not only generate good will among peers and supervisors, but you develop a reputation for fairness and professionalism. Everyone collaborates with a collaborator.

6. Acknowledge the Feedback

When customers take the time to write a scathing letter or make an irate phone call about horrific customer service or product quality, they are providing you with a valuable opportunity: Free feedback that you didn't ask for, didn't pay for, didn't market for or followed up on. It just fell on your lap. So thank your customer for being committed enough to your company to give you feedback on how you can improve your service. Give something away or at a steep discount. You have a choice: Swallow your pride, or dwindle your profits.

7. Go Back to Kindergarten

When you take lunch, take a walk to a park, eat leisurely, and come back to the privacy of your office for a quick 20 minute power nap. You'll feel refreshed and replenished. Don't have an office? Take a nap. Make it fun and, most importantly, nourishing.

8. Tie Up Loose Ends

Pay the parking ticket. Write that letter. Clean out your files. Make up with that client. Enroll in school. Back up your computer systems. Run the Clean Sweep Program on yourself, then the company (for more information, email us at monikah@ogandoassociates.com).

9. Give Yourself a Makeover

Lose the 15 pounds. Get that haircut. Buy fresh makeup. Reinvent your wardrobe. Give your car a paint job. Rearrange the furniture in your office or lobby. Give away old clothes. When you get in the habit of installing new practices and letting go of old ones that no longer serve you, you generate and circulate fresh energy.

10. Keep Your Commitments

When you say you are going to do something, do it, or else renegotiate another arrangement. Very few things are as difficult to earn back as your credibility and the trust of those who deal with you.

11. Play a Big Game

When setting your goals, ask yourself if you are stretching. Set your goals high enough to have to stretch for them. Make your growth systematic and strategic. If your goal is to call 20 leads this week, to close one sale, what would you have to do and believe about yourself to make it possible to call 50 and close three sales? If your goal is to go to dinner with your brother, just to reconnect, how about stepping it up and actually saying "I love you?" You know you are playing a big game when your first reaction is a big whine "I can't do that!" Yes, you can. Surprise yourself.

12. Be a Contribution

How can you make your customers' life more livable, your work more enjoyable, and your community more cohesive? Everyone wants to know, what's in it for me? When you focus out, you immediately speak their language and enroll them in playing yours. No one plays with you if they think you are not on their team. So join them. And they will join you.

Copyright 2004, Monikah J. Ogando, Ogando Associates, Inc.


Monikah Ogando is a highly skilled facilitator and charismatic speaker. With workshop and platform experience, she continues to inspire her audience through her expertise in Business Development, leadership effectiveness, individual accountability and the values that guide excellence. Monikah believes that the new workplace, with shifting values and technology, calls for authentic leaders to partner with people in order to energize their hearts and enhance their performance.

Partnering with many industries, such as retail, communications, and online and financial services, her clients include Fortune 500 companies such as Charles Schwab and TNT Express Worldwide. She practices what she speaks: an entrepreneur, Monikah leads her own two companies, consulting firm Ogando Associates (http://www.ogandoassociates.com), and Exodus House Publishers and is a Team Member of Solo-E (http://www.Solo-E.com).

_____________________________________ _______

*********** Find more articles like this at http://www.Solo-E.com ? Keeping Solo Entrepreneurs Juiced in Business and in Life. Our team of Solo Entrepreneurs are comprised of small business experts who support others in finding business success with the flexibility and freedom to have a life, too. Network with other freelancers, self-employed and Solo Entrepreneurs in our forums, enjoy our articles and newsletter, and find other online training opportunities. ***********

In The News:

How To Get Slightly Famous in Print

Early in my career, I wrote an article for a... Read More

Build Credibility, Value, and Trust on a Shoestring

Setting priorities in your business? Your first job is to... Read More

Have You Thanked Your Competitors Today?

Competition in the business world is often viewed as a... Read More

Tell Me a Story: A Simple But Powerful Tool to Build Your Business

Everyone loves a good story. Whether it's the story of... Read More

Entrepreneurs and Franchisors Watch Out

New Franchisors and Entrepreneurs need to watch out as they... Read More

Dig Deep for Small Business Ideas Before You Start the Wrong Business

If you're serious about wanting to start a business, the... Read More

Personal Success - Take a Break from Business

Have Some Time to Yourself One of the most important... Read More

FFP vs. CPFF Contracts

SBIR Corner: FFP vs. CPFF contracts:In the SBIR/STTR world, the... Read More

Five Break-through Ideas to Immediately Increase Profits and Improve Cash Flow

Too often in business we get trapped into reviewing our... Read More

Professional Car Care Businesses You Can Start

If you are in the professional car care business you... Read More

Implementing an Internship Program

CONSIDERING COMPANY NEEDS: In identifying your needs for the internship,... Read More

Boston Market; Mobile Auto Detailing

Boston itself covers 50 square miles of concrete and traffic,... Read More

When to Say NO!

When is it a good thing to say no to... Read More

3.5 Million People And A Possible UK Home Business Opportunity

Has this ever happened to you... 'John, you have a... Read More

There Is Security in Change... But Use Caution

It has been said that the only constant is change.... Read More

Self Serve Car Washes in the United States

In the 2003 Auto Laundry News Survey it was determined... Read More

Procrastinate Your Way To A Successful Small Business

What will your business look like a year from today?If... Read More

Joint Venture Your Way to Extraordinary Sales!

You know what makes me really happy? Drinking a Starbucks... Read More

Chamber Membership will BOOST your Business

When is the Chamber ideal for your business?Joining a Chamber... Read More

WARNING to Home Based and Small Business Who Want to Buy Television Cable Advertising

Most small businesses will not even try to advertise on... Read More

Are You Ready to Own and Operate a Business?

How often has someone thought of starting a business based... Read More

Most Franchises Are Small Home Businesses

Many of our nations 400,000 franchisees run their businesses out... Read More

A Great Logo Is A Marketing Must-Have. But Is It Affordable For Small Business Owners?

And is having a logo really that important?My answer to... Read More

How to Profile a Client

At first glance, this topic may seem a little repetitive,... Read More

Franchisor Prospect Checklist Sample Form

Due to the over regulation in the Franchising Industry and... Read More

led light bulbs wholesale commercial lighting Pete's produce ..
led light bulbs wholesale commercial lighting Pete's produce ..