Author: Dannie & Wes

The Perfect Bait

In the last post we talked about how to learn about your big fish and prepare for the
first contact you’ll make with them. This first contact is essential to your success. You
need to instill confidence in them. They need to know you can fulfill exactly what you
are offering on time, at a good price and at the quality you promise.
Today we’ll actually go through the big approach and how to make that perfect first
impression. Before you put together your approach plan, you need to choose with big
fish you’re going after. Take a look at your notes and the research you’ve done about
prospective fish. Then decide which one will be the easiest approach to start out with.
There are a series of things to go through in choosing which fish to start with. They are:
 Position Your Business
 Compile Your Hit List
 Select the Best Target

Position Your Business
You need to position your business to make the first move by listing your revenue
streams, id and list your operational procedures, where your fish is initially positioned,
your big-customer research, and putting it all together.
Compile Your Hit List
Start with a list of all the companies you’ve been considering. Then narrow it down to
the ones who know could use your products or services. Don’t overlook obvious choices,
whether they are big or small. Even small companies could be big fish in the future.
Select the Best Target
Once you’ve got your list narrowed down, you need to decide which one is the best fish
to start with. You need to consider a couple of things:
 Which have the most purchasing resources to spend?
 Does their company vision compliment yours?
 What are their employee incentive programs as they relate to your
products/services?
 What’s the company’s real need for you?
 Will the partnership lead you off-course?

Now you should have a target in mind to start with. It’s time to plan your approach and
execute that plan.

Here’s the step-by-step plan to help you make a good first impression:
1. Build and analyze your database. Divide your leads into three different
categories: hot leads, great fits and secondary leads.
2. Send out introductory mailings to your target to introduce yourself, your
company, services, products, and vision. They need to be short, clean and
concise.
3. Follow up with your first phone call 2-3 days after they would have received the
mailings. During the phone call find out whom you need to be speaking with in
the future and try to set up a meet with the right person.
4. Follow up your phone call with another mailing that thanks them for taking the
time to speak with you and offer more details about your products/services. Use
this letter and opportunity to set up a meeting to do a presentation.
5. Follow up the letter with another phone call a couple of days after they would
have received the letter. This phone call is to help you further develop your
relationship with the prospective client. You should also be able to set up a
presentation meeting with them.
6. Call again a week later if they haven’t agreed to a meeting or presentation. Ask if
they received your creative letter (the second one) and if they have a minute
when you can stop by and introduce yourself in person.
Now, don’t be upset if you don’t seal the deal right away. Some people simply take a
little longer to woo. This can all be a little intimidating at first, but when you know you
are offering a quality product/service, you can’t go wrong.
Once you’ve gone through this process and make first contact (and hopefully a good
first impression) it’s time to put your best face forward, which means sending the right
salesperson to seal the deal.
If you need help putting together your approach and make a good first impression, try
our GUIDED TOUR to work with a coach and have access to a wealth of great resources
and tools.

Be One with the Fish

In the last post we started our series on catching big clients, or “fish”, that will sustain your business over the long run. Today we’re going to take that a step further by talking about how to understand and think like a big fish company and how that can help you plan your approach and find success. Before you can start the process of landing big clients, you have to make sure your entire team is onboard with your approach and vision. There are six keys to finding big client success. They are:

1. First Impression: You must remember you have one shot to land a big client. If you make a mistake, they aren’t going to consider you again. Never give them a
reason to doubt your abilities.

2. First Priority: Your fish must always feel like they are your first priority. Returns calls and emails immediately and find solutions to their problems or questions as
quickly as possible.

3. Flexible: You need to be flexible in your negotiations. If they need a special service or for you to customize a product, say yes for the benefit of the long term. A little hassle now will be a big pay off later.

4. Long-term: This goes along with the last one a bit. As you are approaching and negotiating with big fish you need to think about the long term benefits for your
business. If you go for a ones-time big score you will lose their interest.

5. Have Fun: Work should be fun, even when trying to land big clients. In fact, this should be the most fun. You are sharing your vision with new people and including them in your future success and likewise. People simply work better in a fun, happy environment. Your passion will also be contagious and pull the fish into your vision even more.

6. Help Them: If you take just a little bit of time and offer your clients ways to save money or time by introducing them to potential business partners, this will show
you really are invested and interested in their business. Strive to find balance between your business needs and your client’s needs. There are also a few tactics you can use to bring in a big-company vision to the people
on your team. You can:

 Post these six keys for all to see.

 Put together a performance based incentive program.

 Conduct frequent team meetings.

 Use a “right now” policy that dictates big fish calls be
answered immediately.

 Offer awards/recognition for big-company ideas and executions.

 Put together a training and certification program based on the six keys above.

These 6 keys and tips will help you instill a big-company mindset through your company which will help you be more prepared and more likely to land your big fish. Once your team is thinking this way, you’ll be unstoppable. If you need help putting together an incentive program or other way to push your team toward the big-company mindset, try our GUIDED TOUR to work with one of our coaches or check out our resources and tools.

Expand the Life of Your Business

Today I’m going to talk about the life cycle of a business and how to get the most out of
each cycle while also extended the lifespan of your business.
The four different stages of a business life cycle are:
 Infancy
 Adolescence
 Growing Pains
 Maturity
We’ll talk a little about what each of these cycle’s means and how they can each help
expand your business’ lifespan.
Infancy
This is generally consider the technician’s phase, which is the owner. At this point, the
relationship between the business and the owner is that of a parent and new baby.
There is an impenetrable bond that is necessary to determine the path your business
will follow.
The key is to know your business must grow in order to flourish. You cannot stage in this
stage forever.
Adolescence
In this stage you need to start bringing your support staff together to delegate to and
allow growth to happen. The first line of defense is your technical person as they need
to bring a certain level of technical experience. This cycle really belongs to the manager
though. The plan stage needs to start and a relationship should be built with the
entrepreneur to plan for the future.
Growing Pains
There’s a point in every business when business explodes and becomes chaotic. This is
referred to as growing pains. It’s a good problem to have, but a problem nonetheless.
You are often faced with a number of choices:
 Avoid growth and stay small
 Go broke
 Push forward into the next cycle

Maturity

The last cycle is maturity, though this doesn’t mean the end of your business. Your
passion for growth must continue in order for your business to succeed. You need to
keep an entrepreneurial perspective in order to push your business forward.
You see how all three of these cycles are connected and depend on a strong foundation
for each one of them for your business to be and continue to be successful. All three of
your key roles must also work together to work through these cycles.
If you’re having trouble putting together your business life cycles and figuring out which
of the key roles you fit into, try our GUIDED TOUR and work with one of our amazing
coaches.

Gather the Troops

Today I’d like to chat about the different types of support staff you need and what
makes them so important.
There are essentially three key roles that need to be filled to set your business up for
success:
 The Technician
 The Manager
 The Entrepreneur

All of these roles need to be played simultaneously by different people with the right
talents. It’s all about balance.
The Technician
This person represents the present and all that needs to be done for the physical
aspects of the business building process. They are the “doer”. This is usually the most
visible person of the entire operation.
The Manager
This person represents the past and works to fix problems through learning from past
mistakes. They are the practical side of the business and is in charge of putting together
the business and overseeing the planning.
The Entrepreneur
This person represents the future and the vision for the business. They are responsible
for the creative side of the business and are always considering ways to enhance
products/service, business image, branding and more.
All three of these characters are essential in the success of any business and to build a
solid foundation from the start, you need to work harder to find the right people to put
in these roles. Obviously, you need to be one of these key people, but ensure you find
the role that fits your skills and talents, not necessarily what you THINK you should be
doing.
This may be a hard process for you as you will need to relinquish some control over the
business and instill trust in people to allow them to do their jobs.
Remember, our business coaches can help you through this entire process and teach
you how to avoid falling victim to e-myths when you try our GUIDED TOUR.

Are You Aiding & Abetting E-Myths?

We are going to embark upon a journey through the world of e-myths and debunk them
to help you avoid falling into the e-myth trap.
First, let’s take a minute to talk about what an e-myth is. An entrepreneurial myth, or e-
myth, is an assumption that anyone can succeed at business with:
 Desire
 Some capital
 Projected a targeted profit

This sounds great, but it just not realistic. Think of starting a business as a marathon.
Sure, everyone starts out of the gate at record pace, but after a few miles people start
slowing and some drop out entirely. Building a successful business takes stamina and
agility.
The reality is that there are many different facets to a successful business and none of
them can be ignored if you plan to find success.
Let’s take a minute to talk about entrepreneurial seizure. This defines the roller coaster
of emotions that comes with starting, nurturing and the potential failure of a business.
The emotions that occur, in order, are:
 Exhilaration
 Exhaustion
 Despair
 Sense of self-loss

This is usually cause by the e-myths and assumptions we talked about. You can get your
hopes so high on instant success that even the smallest lag and you are sent into an
emotional tailspin. This is also brought on by the stark realization that you can’t do it all
and will need help in the areas where you don’t have the knowledge. Now, faced with
limited choices you may feel like you need to back out and hide, but don’t do this.
Use our GUIDED TOUR to get the business coaching you need to avoid feeling
overwhelmed and defeated.

Put Them in a Trance

We’re going to go through the 5 essential keys to a successful and reusable marketing
campaign launch. Once you have these basics down, you can use them over and over
again.
The 5 essential keys are:
 Define your Unique Selling Proposition (USP)
 Put an effective sales offer to work
 Avoid the marketing pitfalls
 Use a world-class marketing perspective
 Get results!

We’ll go through each one of these, so you can see exactly how to use them and how
they all affect the overall outcome of your marketing campaign.
Define your Unique Selling Proposition (USP)
Take the time to ask yourself some questions from the prospective of the
customers/clients. What would it take to get your attention? What needs do you have
that need to be met? What are the promises you want fulfilled?
Once you know the answers to these questions you can start putting together a plan to
meet these needs. Then take a look at what USP your competitors are using to help you
develop your own USP. Your USP is what you are “promising” your customers/clients.
This is what’s going to set you apart from your competition.

Put an effective sales offer to work
To develop an effective sales plan, you need to:
1. Put together a headline that gets immediate attention.
2. Share benefits of your products/services speaking from the customers’
perspective.
3. Identify the specific needs met by your products/services.
4. Make it easy to do business with you by offer guarantees.
5. Share your specific sales proposition.
6. Walk your customers/clients through how they should respond and act.

7. Motivate with a call to action.
What this all means is, you need to put together what makes your products/services
special and compel customers to buy. If they don’t feel like they NEED your product,
they won’t buy. You need to answer a question, solve a problem or feed an obsession.
You need to provide them with all the information they need to make an informed and
confident decision. Buyer’s remorse is one of the worst things that can happen.

Avoid the marketing pitfalls
There are 5 major marketing pitfalls many businesses fall into and you should avoid:
 Ignore market testing and push on with an inaccurate plan.
 Offer an incomplete case, or reasons, throughout their marketing plan.
 Fail to notice the needs of their prospective customers/clients.
 Fail to diversify their marketing options.
 Fail to get market opinions on their offers.
These are all areas to avoid. If you’ve been working through these lessons, avoiding
these pitfalls should be easy and natural.

Use a world-class marketing perspective
World-Class marketing perspective is important, especially if you want to attract
customers/clients from all over the world. You can do this a number of different
techniques and activities:
1. Keep a marketing journal and scribble down anything innovate you see.
2. Keep encouraging your marketing department, or yourself, to try new things and
dump the ones that aren’t working.
3. Order from your own company under a different name and analyze the process
of ordering, shipping, online store, customer service and the product itself. This
will show you where the areas for improvement in the customer experience.
4. Read every quality ad you can find and keep a file for future ideas to consider.
5. When out in public, watch how consumers behave in different situations and
how they consider their purchases.
6. Step down a notch or two and work on the front lines with your sales and
customer service staff.

7. Continuously acknowledge your staff, vendors and customers. Everyone works
and shops better when they feel appreciated.
8. Always listen to feedback from employees and customers.
9. Continuously test markets, ads, and marketing techniques. This is the only way
to stay successful and know what’s working and, more importantly, what’s not.
10. Offer more information in your marketing than anyone else. The more
information you offer, the more products/services you’ll sell.
11. A great marketing plan can only get better. Continue to fine tune and refine your
marketing plan based on testing results and feedback.
12. Be classy in your marketing. Make sure your marketing and advertising fits your
company image, products/service and quality.
13. Improve your best marketing areas and drop those that aren’t working.
14. Focus on what you say, not how you say it. The best marketing ideas turn into
the best marketing naturally.
15. Develop all your ads, campaigns and sales materials with an attention to
compelling and factual information.
By using these techniques you can put your name out there to the world and become
one of the top brands in your industry.

Get results!
The last area we are going to talk about is the best-satisfied customers. If your
customers aren’t satisfied, you’ve wasted all your marketing resources and all chance of
positive word-of-mouth advertising. You can satisfy your customers by:
 Providing quality products/services
 Providing high quality customer service
 Providing a low-pressure, highly informative sales experience
 Taking all the risk away with a great guarantee

To generate more business there are a couple of simple techniques that work every
time:
 Build your database with a contest.
 Do regular mailings with sales, discounts, or other incentives.
 Find other creative ways to keep your current customers coming back for more.

“As long as the reward is directly related to your product or service, you can’t lose. Why
not get started today? It’s so simple, it’s so seldom done, and it’s so profitable. And
that’s the bottom line.” Jay Abraham
It is so simple! So, why aren’t you starting today? We can help you put together a great
marketing plan that will get you results. Try our GUIDED TOUR and find the tools and
resources you need built by some of the biggest names in the marketing world.

Do It Like the Big Dawgs!

Today we’ll take a look at how the kings of industry wine, dine and otherwise cajole
prospects.
Most of successful professionals use a series of information based ads that build
emotion and a call to action. These are much more effective than a standard company
branding advertisements. The same principles that go into putting together a high
impact (and, often, high priced) ad campaign can be adapted to fit your needs with
similar results.
Here are some ways to put together and execute a professional, effective ad campaign:
1. Put together a short report that’ll you’ll automatically send to prospects when
they contact you. This should include a short description of your business and
what you specialize in. Don’t forget to include case studies, samples or other
proof of your success.
2. Develop value-oriented yellow page ads.
3. Consider newsletters as a way of educating and informing customers about your
industry and services offered.
4. Offer a free seminar, webinar or other lecture to build awareness of your
business, but make sure you make the information pertinent to your target
market and find speakers who are respected and known in the industry.
5. Buy an existing business, introduce better marketing and grow this new business
faster than a “from scratch” business.
6. Always test different versions of your ads to find the most effective ones.
7. Use direct mail marketing to grow your business.
8. Put together a database of previous customers and send them new information.
9. Offer incentives such as frequent purchasing benefits, loyalty programs, referral
programs or others.
10. Approach large firms who may need your services and negotiate a deal to be
their exclusive expert in your field.
11. Offer a 24-hour information line with a regularly updated recorded message.
Make this available to all past and future customers/clients.
12. Donate time or materials to local charities to show support in your area.

13. Offer public clinics for the general public to come along and discuss what they
need that’s free and approachable.
14. Organize seminars your customers/clients can pay to attend by putting together
a high-perception value package.
15. Approach local newspaper by offering to write a weekly column about your area
of expertise. Don’t ask for money, just a byline and bio.
16. Develop a weekend or other destination seminar for customers/clients, not only
does this give you an action-packed weekend with the most important people, it
gives them a tax-deductible business adventure.
17. Take a good seminar and turn it into written form as a home study, member site
program, audio or video program.
18. Approach large companies and offer to give seminars to their employees,
investors or management.
19. Be proactive with your marketing plan.
20. Barter for your marketing. Offer products or services in lieu of payment.
21. Be willing to bring in new clients, even if at an initial loss because it will likely pay
off later.
22. Regulate your marketing budget to maximize the potential income from them to
hit the next year and try to push back advertising costs for the next year to offset
your expenses.
23. Make offers to target markets or target market businesses to pay them for
referrals or shared databases.
24. Offer loaner products to replace equipment that’s be repaired or refurbished.
25. Give away something free to everyone who brings in a print version of your
advertisement. This is a great way to see which ads are giving you the most bang
for your buck.
26. Continually consider what new products/services you can offer to current
customers/clients.
27. Develop a mail order division of your company.
28. Offer a proposition to your competitors to trade customers/clients you were
both unsuccessful in selling to.
29. Use different marketing tactics as an excuse to attract new customers/clients
with new offers and goodies.

30. Offer a “you-choose-the-price” program. This is especially good for product you
just can’t seem to sell.
So, there are 30 great ways to market to other professional and businesses. Some other
great ways to get your name out there for little or no cost are:
 Get involved you in your community-volunteer, donate to local events, etc.
 Join your local Chamber of Commerce and attend the networking and other
activities throughout the year.
 Join a local, state or regional professional associates for further networking
opportunities.
 Become a board member of a local organization.

Advertising should never be your only method of marketing, there are a myriad of ways
to get your name out there in a way that feels personal to potential customers/clients.
“Effective advertising…must be used to get your name out to the public. If your name is
not familiar to people, they will not come to you.” Jay Abraham
If you’re not sure where you start with your marketing plan or how to reach out to your
local community, competitors, customers/clients and others who could influence your
business in a highly positive way, try our GUIDED TOUR to experience the tools and
resources we have to boost your business to the next level and beyond.

PR Equals Free Publicity

There are three key areas of public relations you can use to boost your advertising
results ten-fold over your paid advertising.
The key to public relations lie in:
 Public relation or publicity
 Merchandising
 Promotions
With a solid plan in place that encompasses all these areas, you’ll have a great approach
to use public relations in the best way possible.
Public relations include all that is the media. Don’t limit yourself. The attention of
newspapers, television, radio, magazines, bloggers, ezines and more are all equally
powerful. Online marketing is just as, if not more, important as conventional media.
Here are the steps to get noticed by the media:
1. Put together a press release for your company. The press release should be
relevant to your target market and address consumer interest, not just announce
your business.
2. Compact your press release to include one hook and one angle. Choose the most
attention-getting to make sure the media person you are sending it to is
interested in reading it.
3. Put your press release in professional formatting. With press releases you need a
dateline, the most important information at the top, facts, figures and wrap it up
with contact details including who and how. Print the press release on your
letterhead.
4. Send your press release to all television and radio stations, local and metro
newspapers, national newspapers, industry magazines, and any other form of
media that reaches your target market. Don’t forgot to include relevant blogs,
ezines, press release submission sites and to industry professionals.
More importantly than a perfect press release is to make sure you have addressed the
needs of your target market in the products/services you offer and made that clear in
the press release. If you are provided people a solution to a problem, a way to avoid a
problem and an opportunity to enhance their life the media and public will be
interested.

If you have a connection (or the ability to get a connection) with a celebrity, this can
practically guarantee you’ll get attention. Make sure you are offered newsworthy
information, and then follow up with media outlets to make sure they are publicizing
that information.
“One of the most powerful techniques every business should use is free publicity. As the
name implies, there is no cost, just the time and effort required to attract attention to
your business.” Jay Abraham
Our GUIDED TOUR can show you how to put together press releases that work! Check
out how the pro’s do it and craft the perfect press releases for your business.

How Well Do You Know Your Vendors?

It’s extremely important to build relationships with your vendors and those around you can bring in new customers/clients and increase awareness of your company branding.
The people you work directly with on your products and services are really the ones with the most to gain when you find success. By taking the time to get to know them, you’ll find a whole host of opportunities you didn’t realize were there.
Look for great ways to offer your vendors rewards for helping grow your business and everyone wins. One of ways you can do this is by offering performance based incentives that are much larger than their normal charges.
Here’s the step-by-step process to putting together a partnership with a vendor:
Approach all the vendors you work with and offer an incentive based on performance.
Put the generous incentive plan together from their perspective, even take suggestions.
Develop a clear, concise and easy to track incentive plan, this will increase competition between vendors and therefore higher performance levels.
Encourage subsequent sales instead of focusing only on the initial sale. By doing this you can give away more of the profit from the initial sale to your vendors and make higher profits off the back end products. Encourage:
Future sales
Upsell better and more profitable products/services
Cross-sell to additional products

Create an incentive plan that’s irresistible to your vendors by offering generous, exclusive compensation.
Think of all the vendors you work with and the creative ways you can put together an incentive plan that entices them to be part of your business. Use their talents, capabilities and connections and you’ll both be winners.
Putting together an incentive plan doesn’t have to be a complicated process. Use our GUIDED TOUR to come up with some great ideas and put your incentive plan together for maximum results.

Telemarketing is NOT the Anti-Christ

Today you’ll learn how to use direct mail marketing and, yes, telemarketing to your full
advantage. I know, the word “telemarketing” might as well be four letters, but there is a
way to help customers feel like they are getting personal attention and keep them from
blocking your number!
With the success direct mail marketing has had and the availability of computers, these
can be used as a powerful marketing tool for your success. Telemarketing is best for
high priced, high margin products/services.
Here are the key steps to putting together a highly effective direct mail marketing
program:
1. List all benefits customers will get from the purchase of your products and
services.
2. Pick the single most powerful benefit out of that list.
3. Build an attention-getting headline around that benefit. Remember to use
emotion-fulfill the desire to be young, wealthy, desired, popular or successful.
4. Develop a sales letter using the headline you created to grab attention, provide
information and motivate customers to act.
5. Put together supplementary items, such as a brochure, order form, reply
envelope or note that encourages them to read the letter.
6. Rent or purchase a mailing list.
7. Compare cost of mailing vs. cost per order.
8. Continue to test and refine your direct mail marketing plan.
You can see how direct mail marketing can help you find a local or even country-wide
target market to send letters or postcards to and draw in new clientele and customers.
Fine-tuning your marketing campaign will bring better results and therefore lower the
overall cost of the campaign.
To be successful in telemarketing you need to:
 Put together a plan, so you know exactly what you want to accomplish during
the call.
 Develop a list of topics to discuss and the questions you want to present around
these topics.

 Input verbiage checking to see if you are calling at a good time.
 Include enough questions to keep the conversation interesting, but not too many
to sound like you are interrogating.
 Start with broad questions and narrow your focus as the conversation continues.
 Offer feedback to show them you are paying attention and appreciate their time.
 Don’t insult their intelligence or manipulate them.
 Listen first, talk second.
 Be relaxed and conversational.
Telemarketing doesn’t have to be the trauma it’s made out to be. You can put together
an honest, personal and effective telemarketing campaign that is endearing, informative
and gets the job done. Think of how you would want to be treated on a marketing call.
Ask your friends and family what they hate most about the telemarketing calls they get
and work hard to craft your plan in a better way.
“When selling by telephone, you have approximately thirty seconds to convince the
customer to listen to you. You need an opening statement that captures their attention,
conveys who you are, what you want and why the prospect should listen.” Jay Abraham
It’s easy to see how direct mail marketing and telemarketing can positively affect your
business by bringing in new customers and increasing the level of awareness about your
products, services and company branding. Our GUIDED TOUR offers the resources and
tools you need to work through these processes and put together the best marketing
plan you can.