If you’re like most of us and get tons of email, most of which isn’t very interesting to say the least, there is a set pattern to what you do. We all do it, because we’re really busy and time is valuable.

“Text Sells – But Don’t Make Me Look Too Hard For It.”

Is the following true for you?

When you get a new email, if it’s not something that you have been passionately waiting for, here’s what generally happens:

First you skim it quickly, and usually without downloading pictures, to answer the question,

“Is this relevant to me? Because if it’s not, I’m going to delete it. And if it is, I’m busy and I might delete it anyway.”

So, is this you?

I bet it is. I know it’s absolutely me.

And if this *is* you, then it’s also the readers you are sending *your* emails to.

When you’re writing articles, event invitations or marketing email announcements to send out to your subscribers and fans, post on your blog, social media sites, or public calendars, you want to make sure you are doing what you need to ensure it’s something that will be helpful and effective.

So write your copy so that people will read, get your main message and take action.

You can’t provide value to them, and in turn get them to hire you if they don’t read your email.

These easy guidelines can help you create emails that “pass the skim test” and are effective:

• Write in short {sound bite} sentences and paragraphs.
• Use bold headlines a few times within the article.
• Use CAPS, ***Asterisks***, ==> arrows <–, etc. to make emotional positive, negative or curious phrases stand out.
• Use a bulleted list within the article to breakdown a main idea, provide steps or list benefits or challenges.
• Provide a Call to Action so the reader knows what they should do next to benefit from your knowledge and take it further.

As we stated, your readers will skim your article first, so the main attention-grabbing points need to stand out in a big way to hook them into reading more in-depth, and also to stand alone in case they don’t.

“Text Sells… And Practice Makes Perfect!”

==> So next time you write, DO A COPY-EFFECTIVENESS CHECK by reading just the bolded, highlighted, bulleted, etc. items alone. If the main points come across and there is a natural flow and understanding of only those items, you’ve probably written a compelling article that people will delve into, read and take action.

If you want to really stand out and grow your business, you can get more free helpful article, audio and video resources like this on marketing, sales and business growth by clicking here.

And let me know if I can answer any specific questions by emailing me, posting below or calling me directly.

To your success!
Jason
773.829.1276

It’s so wonderful the creativity and resources we have within us when we allow us time and space to just be.

I hope you enjoy this video and music as much as I did.

All the best,
Jason

P.S. I thought about talking about how your business team is very similar. It needs everyone to be in sync – sales, marketing, operations, service, management, external support, etc. to be harmonious and really strong and successful. And how you yourself as the small business owner have to have all your areas in sync – vision, strategy, action plan, skills, environment and mindset – and how these are the areas I help my clients to work on, tweak, upgrade and perfect so you can reach the best possible outcome. But then I decided not to.

Oh wait.. guess I just did :)

As noted in the video below, it takes several, if not hundreds and sometimes thousands, of failures before we succeed.

How has your past failure motivated you?

One of my past failures was public speaking – A HUGE fear of many, many Americans.

In fact, it’s the #1 fear of people in America. Guess what’s #2?

Death.

Yep – most people are more afraid to speak in front of people than to die. And to some people, they are basically the same thing!

I, too, used to get really freaked out, scared to death, and tremble when I had to speak in front of a group – classmates, peers, you name it. And this was before I really had anything on the line, or anything that I was personally hoping to get out of giving the presentation, other than a grade or pat on the back.

After that, I did ironically end up in a career as a corporate trainer, speaking in front of groups as large as 500 people.

But even after that and when I was in business for myself, the first time I had to address a packed room of well-dressed business people that on the whole were older and more experienced than me, all those old feelings came rushing back.

Every time I used to say to myself:

- “Why should these people listen to me?”
- “Who am I to tell them how to do this?”
- “I wonder if I can get out of this somehow – fake illness, maybe??”

Well, I’m glad I didn’t. And I’m glad I found a great way to turn it all around and make public speaking an important part of my life and then my business.

And interestingly, I think you’ll be glad I turned it around, too.

Because my success after failure is about to pay off for you too.

Yeah, that was a little bit of a teaser for you.

If you’re on my email list, you’ll know what I’m talking about soon. And trust me, what I’m going to share will turn your service business around or make it explode to a whole new level:

Sign up for our Email Newsletter

So make sure you’re on my list to get the free training that’s coming in up a few weeks.

You’ll thank me later :)

Ok, people (and I mean bad, evil, people that do the above mentioned LinkedIn “sin”, and those that are considering it :).

I’ll try to explain this.

First impressions are everything in relationship building. Relationship building is everything in networking. Networking is one of the best ways to get business.

Ya following me so far here?

(Rant in form of very valuable online networking advice) LinkedIn is for personal networking on a professional level, for professional purposes. Please don’t create a personal LinkedIn profile in the name of your company (which I have never heard of) and then ask me to join your network with the default message that does not include your name, why you want to connect (I’m going to assume it’s to market to me, not network and help each other), or how you came across my profile.

(Rant continued) And then to top it off, I go to your website, your blog and your twitter page just to see if I’m overlooking someone I do actually know, and there is not one bit of personal information to tell me who it is.

(Correct course of action advice) Instead, create a personal profile with your company name as *you company* and offer to connect to build a mutually beneficial relationship.

Bottom line: It’s probably a dumb idea to annoy someone as your first impression while trying to network, relationship build and garner business or referrals.

Make sense?

Ok, that felt good.

This even happened yesterday when I met someone that I was very interested in having speak at one of my networking events for small business owners. But you see…

She unknowingly messed it all up in a big way and blew her chances at getting a lot of business.

And at the same time, she also killed my impression of her.

*********************************************************************************

Are you closing the door on sales that
you didn’t even know you had locked up?

*********************************************************************************

This is one of the biggest and easiest mistakes to make for us small business owners while networking as well as during a sales conversation that costs us dearly.

I used to make this same mistake all the time.

Often. And I had no idea I was doing it.

It was costing me lots of clients that would have hired me.

Then I finally figured it out and learned to do the exact opposite of what my instincts were telling me. But that was after years of working with sales and marketing gurus, and I was finally able to connect the dots.

Most small business owners never know they are doing it, and if you’re one of these people, it’s costing you clients, time, energy, money and reputation.

I’ll explain in detail below how to avoid doing this one thing, and give you

THREE SIMPLE SALES LESSONS to handle the situation and
give you a HUGE SALES LIFT instead.

*********************************************************************************

Does this sound familiar:

You’re at a networking event. Or maybe just met someone at a social gathering.

You’re having a really good conversation. It definitely seems like they are seriously interested in hiring you, and you go to put it over the top.

Then you hear a ‘maybe’, or more likely “Ok.. I’ll call you.”

And then… Nothing.

How frustrating is that?

VERY!

You probably have just talked yourself out of a new client, and you didn’t even know it.

Or maybe you do, but you just can’t figure out what went wrong. And that’s even more annoying and upsetting.

And then you start questioning if you are wasting your time at networking events, or if people just don’t “get” what you offer.

Or maybe you figure next time you need to explain your services more… but it doesn’t work any better, and you lead yourself into a cycle of doubt, rejection and disappointment.

Like I said, I’ve been there, done that and bought the t-shirt.

It’s extremely discouraging.

Not only can this happen easily and often while networking, but it also can happen during a sales conversation.

And when this happens, you are MISSING GREAT OPPORTUNITIES to get more clients and move your business forward.

Here’s what I’m talking about:

Human nature is to get excited when someone shows interest in your services, so your natural reaction is to show your expertise, prove your worth, and get them eager to hear more, follow up and to hire you.

And when you see that they really do NEED you to help them, then the adrenaline REALLY gets pumping!

So you go into high-gear, and agree with them, and tell, explain, convince, and set up a time to talk…

But you don’t get the sale!

Maybe they even blew off your appointment or call. But I mean, after all, they were the ones that started it and said they were interested.

WHAT’S UP WITH THAT?

Well, when someone shows a lot of intrigue, excitement or says they are curious about what you do or working with you, the worst thing you can do is go into “hyper-sales mode.”

At this point, it’s common to automatically throw out every single benefit you can think of and talk about everything that your service can do for them.

And here’s what you think you’re doing: agreeing with them, educating them, and driving their desire; being honest, straight forward and helpful.

Sometimes you even start dropping your price right away or bringing up why you are much better or cheaper than your competitor.

Again, you’re just being of extreme service to them and showing your value. Then they almost HAVE TO BUY.

It makes so much sense. Right?

Wrong. In fact…

DO NOT DO ANY OF THE ABOVE!

Instead, the best thing you can do is fight that urge and excitement, andask a simple question of them.

—————————————————————————————————

SIMPLE SALES LESSON #1:

“AN EFFECTIVE AND CARING SALES PERSON LISTENS
80% OF THE TIME AND TALKS 20%.”

—————————————————————————————————

For instance, if your prospect says, ”That’s interesting. I think that might help me,” or even, “Wow.. I need to talk to you!!”

The best thing to come out of your mouth next is something that gets you more information, gets them talking and reinforces their excitement all at the same time.

Do this by asking a question that digs deeper.

So let’s rewind and try that again:

You tell them what you do, and they say,

“Wow.. I need to talk to you!!”

You reply:

–> “What makes you say that?” or

–> “What is it that you find most interesting?” or

–> “How would that be helpful to you?”

You see, when you go into “super-over-drive convince-and-close” selling mode, not only do you seem incredibly desperate and needy, but you also focus on all the benefits of your service AS *YOU* SEE THEM.

—————————————————————————————————

SIMPLE SALES LESSON #2:

“YOU ARE NOT THE MOST IMPORTANT PERSON IN
YOUR INTERACTION. YOUR POTENTIAL CLIENT IS.”

—————————————————————————————————

Even though you may have been in business for years and “have seen it all,” you don’t know exactly what’s going on in their mind and what it is about your offering that really piqued their interest.

And YOU MIGHT BE WAY OFF BASE with what you think they see as the benefits, and the low price, and the additional services, and the easy process, and, and…

You are now selling all the wrong things, and what they really want was lost way back there.

And they feel like you don’t understand them, and it’s not a fit.

But, if you stop and ask a question that digs deeper into WHAT THEY SEE as the benefit and how your service solves a problem they have, you are able to:

• Get more and better information on their buying criteria
• Let them reinforce the value of your service from their own perspective and situation
• Demonstrate how committed you are to listening and understanding them – their concerns, fears, wants, needs and desires
• Show that you are professional and polished
• Close the sale much easier
• Get paid what you’re worth, without discounting your prices
• Increase your value and be a much better service provider to them as your relationship continues to grow.

This process is 100 times more powerful than just feverishly rattling off every reason in rapid-fire fashion as to why YOU THINK they MIGHT be interested, and in the process completely turning them off and killing your closing chances, not to mention your reputation.

It’s based on this simple truth -

—————————————————————————————————

SIMPLE SALES LESSON #3:

“PEOPLE DON’T ARGUE WITH THEIR OWN INFORMATION.”

—————————————————————————————————

So let them sell themselves, with just a little help from you filling some info gaps here and there, and acting as a guide and sounding board.

You’ll get a much more enthusiastic buyer, an easier close, and a happier, more grateful new client!

Jason E. Rosado
Small Business Growth Coach
(773) 829-1276
Jason (at) DistinctiveCoaching.com

Here is the article that sparked this current debate:
http://www.chicagobusiness.com/article/20110212/ISSUE02/302129998/the-price-is-right-or-is-it#axzz1E9nDCJMt

I agree with Susan’s comment in the article that people will spend money if they see the value in what you’re offering.

Value is measured in three dimensions:
- Price vs. monetary resources (affordability)
- Risk vs. rewards (investment potential)
- Want vs. sacrifice (emotional gratification)

During the sales process, each buyer makes their decision by assessing and weighing these three dimensions based on their own internal motivations and circumstances.

As a seller, it’s important to help your buyer get in touch with and weigh these factors, advise them on your product or service, and help them reach the best decision for them.

The best way to do that is to really understand:

1.) Your target client’s pains, problems and challenges

2.) How your product or service can answer these

3.) The process by which you help guide the prospect to his or her buying decision – carefully planned questions that help them make those connections mentioned above.

By scripting out and practicing this sales conversation, you will get better at it and also help more people come to their best decision by understanding what’s at stake if they act or if they don’t, how well your product or service fits for them, and how the decision should be made along the three value dimensions.

I don’t know about you, but my schedule is BUSY… jam-packed, full to the brim. There are networking events, association and chamber meetings, family gatherings, friends’ parties, Facebook events, Evites… Oh my head!

This can be a very interesting time of the year for many small businesses (and tough for some).  So much to do and so little time, lots of running around from this meeting to that event, back to work, downtown to run errands, to the mall for presents, back to that other event that I almost forgot about…

And if you’re an entrepreneur, small business owner or sales professional, your sales might slow down as you and your clients gear up for the holidays, unless they sell reindeer feed - like my uncle in Alaska.

I know the feeling.  I’ve woken up late in the night and cried out for help and a break from all the holiday overload.  But then I discovered the “rules” of classy, stylish and easy networking . . . and how to rule all these holiday events instead of having them rule me.
(Yep.. you knew this was going somewhere!)

Well, here are the best business networking tips, and I want to share them with you.  They are especially useful during the holiday season to make connections that count, and they will help you keep your energy, sanity and holiday cheer – not to mention build your network, your referral partners and your client base!

“10 Holiday Networking Tips”

1.) Make a good first impression
It counts OH SO MUCH! Be polite, respectful & friendly.

2.) Get to know others
Ask lots of questions. Show interest. Find out what common bonds you share. This is how you want to be treated by others, right?

3.) Maintain a “giving” mindset
Just like the holidays, successful networking is all about giving. It should be easy to remember this time of year, but it’s an important mindset to have all year round.

4.) Ask for their contact info
So you’ll be able to get in touch with them if you are interested in talking further.

5.) Don’t “sell” without permission
If you’re turned off by someone launches into a 5-minute (or longer) sales presentation about their awesome pens that write underwater, in the dark and without gravity, don’t assume others are dying to hear about your slick wheel bearings, even if you “know” that’s exactly what they need.  This is a very important step – maybe the most important of all. You do want to tell people what you do, but in a classy, stylish way that gets their attention and doesn’t annoy them. If they seem a bit interested, ask them if they would like to hear more.

6.) Avoid opening with “So, what do you do?”
It can kill rapport building before it begins and can condemn the interaction to being nothing more than boring, robotic and mindless chatter without exchanging the truly important information. If you open your conversations this way, you can miss an important opportunity to stand out from the rest of the crowd.

7.) Don’t rely on them to contact you
Just because they said they were thrilled to have met you and learned about your slick wheel bearings, doesn’t mean they will really call you.  They may have intended to at the time, but life happens and no one is perfect. So get their info so you can ensure the follow up.

8.) Always carry pen, paper & business cards
You never know when a great opportunity might present itself. Yes, even while you’re fighting for that last “Cosmic Raymond” action figure.

9.) Do not get out of a conversation by dumping them on someone else
Making another person suffer is no way to get a good reputation during the holidays. Kindly excuse yourself, tell them you need another drink, see someone you need to speak with, or even that you have to “go” really bad! And don’t get caught lying as that will kill all of your credibility really fast.

10.) Enjoy yourself!
Relax and have fun!  When you’re smiling and enjoying yourself, you are more likable to others, and this can lead to a lot of business. Be kind, considerate and magnetic!

SO… I hope these “10 Holiday Networking Tips” help you as you network your way through all the parties this season. 

And in the meantime, I want to wish a very happy holiday season to you, your family, your business, and most of all your networking spirit!

All the best,
Jason

P.S. Speaking of networking and creating a blockbuster 2011, check out the Facebook Small Business Page that will help you do both: Achieve Your Ideal Business Now!

And be sure to post an introduction on The Wall – because we want to get to know your business as well!

So here’s the question:

“Are these events – or ‘pitch fests’ – really worthwhile?”

Why did I go? Because one of the single best ways for a small business to market and grow is to network. BUT…  I also know something that most of these people don’t know.

And I want to share it with you. Because to be successful with networking for your small business, you should know this too.

In fact, It’s as good as gold.

You see…

Most of these people ARE NOT going to benefit from attending.

Well, that is until they meet you. Because you are not doing what they are. You are not behaving that way. You aren’t saying the same things that they are, and you aren’t going about meeting people the same way that they do.

Instead, you are doing what’s effective, enjoyable, easy and will get you results.

So naturally…

“The best way to be effective and stand out while networking is to do the OPPOSITE of what everyone else is doing.”

Here’s what’s typical:

Everyone you meet introduces themselves and gives a boring 3-minute or longer “elevator pitch.” They don’t really take an interest in or listen to others. Common sense tells you that they are not going to get much out of their time, money and energy investment. But you can. It’s all about opposites…

Here are the three action steps for a winning networking conversation, in order of importance. When you read this, it might go against what “logic” would dictate. But… Most people are trying to be logical, and just spinning their wheels.

This strategy has been field-tested by myself and my clients - and guess what? 

THIS BUSINESS NETWORKING FOURMULA WORKS:

1.) Learn about the other person.
Find out their interests, dreams, desires, business and personal goals, likes and dislikes.

2.) Be of service to them.
After you’ve learned about them and their wants, find a way to help them get closer to those wants, in business or in life – it doesn’t matter which.

Offer them your assistance and ask if you can follow up to deliver it. Whether that’s over the phone, in person or over email, make sure to get their permission so they know what to expect and you start to build trust right away. 

3.) Let them know what you do and who you help.
Maybe they can help you right away, and maybe not. And maybe you can help them right away with your business, and maybe not. But it doesn’t matter. Building a strong foundation for a relationship is the key goal of effective networking and so much more important than getting in a sales pitch.

So why do this? What are the benefits of this technique?

First of all, this corrects one of the biggest networking mistakes:

95% of people that attend a networking event NEVER FOLLOW UP! 

You never know where your next lead or referral will come from.

Why invest all that time, money and energy to go home, throw the business cards you’ve collected into a shoebox, and wait for something to miraculously happen?

Guess what? It probably won’t.

But… if you’ve offered assistance in some form or another that is not directly a sales pitch, then you have a genuine reason to follow up and schedule a next meeting. And the person has a reason to accept your invitation and look forward to the appointment. They know what’s in it for them, and they are likely to appreciate the help you are providing.

Secondly, after you are in the process of helping them get closer to something they really want, they are even MORE RECEPTIVE to hear about and take an interest in what you do. Now this is the perfect time to get that information across to them, especially if it didn’t happen during your initial meeting.

They will feel a sense of reciprocity, not to mention that you are building on the three main sales factors - Know, Like and Trust – as they become more familiar with you in a supportive, friendly process.

So go ahead and try this formula out at your next networking event, family gathering or social outing.

You will LOVE using this “Midas Magical Touch” to turn your networking results to gold!

To your success!
Jason

Want to help more people and make more sales?

While teaching sales strategies to two different clients yesterday and today, both said to me, “Wow.. I need to unlearn what my company taught me. No wonder I’m not getting many appointments set.”

I’ve also heard this before from past clients. And this can’t be coincidence.

These two particular companies are well known and respected ones – one of the oldest and best-known in the financial services industry and one very respected marketing company. Both teach their sales staff very specific strategies and scripts filled with phrases that boast of the company’s successes, accolades, and awards but do very little to engage the prospect’s dreams, wants and desires. They don’t connect the dots from what the company offers to what’s in the prospect’s mind and heart.

So how do you connect those dots? By asking great sales questions.

Here are six quick tips to do it: 

1. Don’t assume you know your prospect’s pain and pleasure points – ask them. Even if you guess correctly, they need to be expressed in their own words, not yours, so they can relate both intellectually and emotionally.
2. Make an active sales experience for your prospect, not passive.
3. Create a sales conversation instead of a presentation.
4. Help your prospect get clear on what they want, how it will positively impact them and what the costs are for not acting.
5. Use check-in questions and assess the fit as you go.
6. Leave the decision-making power with your prospect. As you progress, ask them if they’d like to hear more. Don’t try to be sly or force a sale on them. If you’ve done a good job at helping them connect the dots, the buying decision (the “close”) is up to them. 

It doesn’t matter how good your product or service is if you can’t help your prospect make an emotional and intellectual connection. Your goal is help them to take action and have ownership of their buying decision. These steps will virtually guarantee that. 

Jason E. Rosado
Business Coach & Speaker

Helping service-based small biz owners and sales professionals achieve your ideal business in 12 months or less. Want to get started?  Sign up for your FREE “Business Success E-Series”!   

773.829.1276
Jason@DistinctiveCoaching.com

Website: http://www.AchieveYourIdealBusiness.com
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