O F F L I N EM A G A Z I N EImportance of Marketing for Short Term Business

Is Your Business Making Money?

Stitching Up A Niche

Strategies to Market Your

Small Business through Social

Media

The Hidden Treasure in Your Business

POWER TOOLS FOR BUSINESS

Planning Small Business Marketing

CONTStuff we put load of effort intoFour Short Term Business Marketing Skills

Importance of Marketing for Short Term Business

Marketing in Small Marketing Business

Methods of Marketing

Planning Small Business Marketing

Small Business Marketing Strategies

Small Business Marketing Techniques

Small Business Marketing Through SMS

Strategies to Market Your Small Business through Social Media

Small Business Marketing Amidst Competition

Fact: Joint Ventures Will Increase Your Business

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OFFLINE MAGAZINE

CONTStuff we put load of effort into

Success Concept - Trust

Tips for an Effective Brochure to Attract More Customers

You Can't Do it All Yourself

Keeping Business Alive

Power Tools for Business

The More you GIVE the More you GET

Building a Business That Works For You

Is Your Business Making Money?

Stitching Up a Niche

The Hidden Treasure in Your Business

Small Business Networking: Tips for New Entrepreneurs

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OFFLINE MAGAZINE

Editor’s NoteWelcome to this month’s issue of our magazine. This month we bring you some great new articles that will help you fast track your goals and success.

We work hard to put together each issue of this magazine and welcome the feedback and contributions from all our loyal readers.

A publication like this would not be possible without the support of our valued advertisers who provide relevant products and services for our readership. Please visit our sponsors as they know what you need to help you with all your endeavours.

Lastly I’d like to congratulate you for investing your time to educate yourself by reading this magazine. We are proud to be able to help all our readers, and look forward to serving you for many years to come.

Regards,

The Editor

FOUR SHORT TERM BUSINESS MARKETING SKILLS

As we all know that today all the small business need effectively marketed. If they are not marketed properly, then their influence shrinks in the areas where there businesses are. Everyday new techniques are coming into practice which in a way is an advantage for both the business owners and the customers. These skills help to nurture the business and ultimately results in much higher profit prospects. In this article we will be discussing a few such techniques of effectively marketing your business.

Correct order- Don’t start your marketing campaign by doing the things that you ought to do at last. For example it is of no use if a business starts its marketing by advertising through every means possible. In this way the people may get unimpressed and suspicious that there might be something wrong with the business, since the company is so eager to market itself.

It’s about your business- Another point to keep in mind is that the marketing is all about your business and not you. There is no use to fiercely highlight all the skills that you possess and not talking about the services that your business could offer. If you only talk about yourself then you will end up sending the wrong message to your customers.

Repeat-The marketing methods have to be repeated time again because it is not possible to reach out to all the customers only in one time. But it has to be seen that the customers don’t feel disturbed or annoyed because of the methods undertaken by the company.

Redressal of grievances- Genuinely tries to address the issues that are bothering the clients and suggest appropriate solutions that will help to solve these issues. If a business executive supports the customer properly, then the customer also develops a good bond with him.

Don’t start your marketing campaign by doing the things that you ought to do

at last. For example it is of no use if a business starts its marketing by

advertising through every means possible.

IMPORTANCE OF MARKETING FOR SHORT TERM BUSINESS

OM 5

A lot of people don’t give much relevance to marketing when it comes to small businesses. However, it is of utmost importance that your business is properly marketed. Even if there is lack of resources, then also people can market their business in certain ways. In this article we will discuss the importance of marketing and what is its importance in the context of small businesses.

Marketing is the only factor that can turn the weaknesses of a company into its strength and facilitate in greater flow in profit. Therefore the more people market their businesses, the chances of their success also increases. Marketing results in positive publicity which in turn magnifies the approach are of the business and brings in more customers. When you intend to survive in competition, then you have to think of every possibility however remote and far away they may seem. If a person doesn’t bother to take them into account, then it is likely that the business will falter.

It is very much necessary that you build a presence of your business in the industry through the medium of marketing. If you can facilitate a connection and bond between your customers and your business then a customer will come back and also introduce you to new customers. Use of innovative techniques such as online marketing is helpful and very much needed when it comes to increasing the reach of your business.

The attention should be on quality and not quantity. Even if you tend to a short number of customers, you have to understand that what they want from you and in turn give them ample opportunities to explain them. You shouldn’t hurry in order to move on to other customers, as in that way you might end up losing the customers that you already have. All these above details explain the fact that marketing in irreplaceable when it comes to small businesses.

Marketing is the only factor that can turn the weaknesses of a

company into its strength and

facilitate in greater flow in profit.

Therefore the more people market their

businesses, the chances of their

success also increases.

OM 6

MARKETING IN SMALL MARKETING BUSINESS

One of the fastest growing businesses is the hospitality business. All the small businesses that are there in the hospitality industry depend fiercely on marketing to advertise their product and to earn profits. In this industry marketing depends on your proactiveness. Since the competition is huge in this business, one has to constantly be proactive so that he doesn’t fall behind in the competition. Unconventional marketing tactics has to be relied upon to survive and to be a success in this industry.

Since in the hospitality business the most amount of workload is seasonal, one has to rely on methods such as marketing through internet to get a good grip in the industry. In this industry, the customer is also very dynamic and has to be kept in constant touch with so that he could be ultimately satisfied. In this industry the window of opportunity is very small. If customers are missed during the peak seasons, then one has to make up for it by attending to more customers. If a business is not efficient during the peak season then there are a lot of profits which will be missed.

First of all you need to identify with you business and mark out all the consumers that you can find. In hospitality industry the target audience is very small and the company has to improvise according to it. If the right marketing method is exercised and the customers are recognized then huge profit margins are assured in this industry. This is what about the industry draws a lot of players.

After recognizing the target mark, one has to begin the target by extensively marketing and using innovative methods such as the internet, sms, etc. Once the marketing is done then automatically the target is fulfilled and the profit flow starts to begin.

If customers are missed during the peak seasons, then

one has to make up for it by

attending to more customers. If a business is not efficient during the peak season then there are a

lot of profits which will be missed.

METHODS OF

MARKETINMarketing for short term business is in the trend. So here are a few more pointers on the same-

Create a Blog or a Website

It’s critical for everyone to create a website or blog regardless of what specific kind of small business you have. Technology has made it so easy today to have a decent website up rapidly and for virtually no cost. Either way you’ll need to purchase a domain name. I recommend heading over to NameChk first and you can search for a domain name that’s also available across the most popular social websites. This way you can have the same name used everywhere online.

Once you find a name you’ll use, head over to GoDaddy and purchase the domain name. This is less than $10.

Marketing through E-Mail

Email marketing works a great deal and is the best way to communicate with customers when you send value. Email marketing is actually free and if you can continuously add value to your customers, this will help your business to be top of mind with them. You can set up an email opt-in on your counter, social networking sites, and website or have your staff ask if they’d like to sign up.

Mailing Directly

Direct Mail advertising is a great opportunity. Consumers are still responding to the offers that they get in the mail. You need to set up an interface and understand that this is a process that requires consistently staying in front of the consumer every 6-8 weeks. Direct mail doesn’t work momentarily but as a separate campaign it works wonders. Make sure you have a good offer that will help the consumer to visit your business. Done together with social media and email marketing you’ll stay top of mind for the customer. This will help you to ultimately achieve your success quotient.

Email marketing works a great deal and is the best way to communicate with customers when you send value. Email marketing is actually free and if

you can continuously add value to your customers, this will help your business to be top of mind with them. .

PLANNING SMALL BUSINESS MARKETINGSmall business marketing is perhaps the most important aspect of owning a small business. Often there will be scenarios when a person will need to market his business effectively. On such occasions, a lot will be depending on these marketing skills. A person who doesn’t possess marketing skill is at a disadvantage right from the start. On the other hand, marketing skills can do wonders to a small business and establish it as an industry leader. In this article we will discuss the importance of planning in small scale business.

While marketing a business, the one person whom everyone should keep in mind is the customer. The business is for the purpose of earning profits by satisfying the customer. The marketing strategist should duly see to it and also take necessary measures accordingly. A business that has a record of good customer satisfaction will set an example to the other industry players.

Another step is to create a good and valid business plan. The business plan should be prepared keeping in mind all the strength and weaknesses of the company. It must be able to complement and relate to all the business objectives of the company and aim to satisfy the customer. If the customer is satisfied then the functioning of the business becomes much easier.

Research- No business can be a success unless the people who form the business are not enthusiastic and have sufficient knowledge of the business. It has to be seen that the person who is explaining the product to the consumer, himself knows everything about the product. This knowledge of the product will help him to impress the customers and ultimately result in profit and cash flow.

An Overview-

Similar to every other business venture, small business should also be marketed properly and help the consumer to be comfortable. If a business is marketed properly then nothing can stop it from being a runaway success.

While marketing a business, the one person whom everyone should

keep in mind is the customer. The business is for the purpose of earning

profits by satisfying the customer.

Small Business Marketin

g The relevance that the proper marketing of your small scale business holds for you is immense. If a business is marketed well, then most of the hindrances that may come in the way of the business can be overcome. These strategies play a very vital role in the business. If the strategy is innovative then the potential customer may join the business rapidly. In this article we will be discussing a few such strategies in depth. These strategies will eventually help you to establish your business in the market.

Name of the company- The name of your company is the first thing that influences your potential customers. If your company name contains words such as local and also has any neighborhood geographical locations then the customers would think that the appeal of the company is limited.

The logo- The logo of your company can be of much more use than you think. If it is attractive and eye catching, then it can attract customers towards your small business. So don’t be cheap and please take up the services of a professional logo designer who will design and provide your logo a good shape.

Business Card- Business card is of utmost importance when it comes to making a good impression on the clients. The business card must be formal and be specific about what is your role in the business. If you have a well defined business card then it would definitely serve as an extra incentive.

Don’t get limited- You have to think globally and try to cater your products to the customer according to the global standards. The customers will not be impressed if your services are not up to the mark and lack quality in terms of other businesses in the same industry. The completion in every field today doesn’t leave much room for errors.

OM 10

The logo of your company can be of much more use than you think. If it is attractive and eye catching, then it can attract customers towards your small business. So don’t be cheap and please take up the services of a professional

logo designer who will design and provide your logo a good shape.

SMALL BUSINESS

As we know, marketing in small business organizations are very important. It has to be seen that the marketing is done properly and after taking due care exercising proper diligence. In this article we will be discussing a few such marketing techniques and what are the various uses of them which make them an asset of the business.

1. Print your best advertisements on postcards and mail it to potential customers in your respective markets.

The information on postcard is very brief but to the point. A well written postcard that contains all the information can actually work wonders and bring the consumer at your doorstep.

2. There is no specific plan that will work every time.

You have to improvise according to the customers tune out after awhile if you toot only one note. Take up feedback from your customers and work on them. This will help you to understand your mistakes and you will be able to correct them.

Send more than one document to the customers

For example, if you send out brochures, you could include a leaflet and/or business card of another business, which had agreed to do the same for you. This gives you the chance to reach a whole new pool of potential customers.

3. Try to sound different

Try announcing a special offer when you answer the phone. For you shouldn’t sound typical and it shouldn’t be obvious that you are calling only to achieve your target. You should genuinely appear to care for them...Iif your interaction with the customers are successful then youn will not only achieve a customer but will also gain a friend who will help you to get even more customers through his friends. This is of utmost importance that you must appear very convincing and well mannered person.

You have to improvise according to the customers tune out after a while

if you toot only one note. Take up feedback from your customers and work on them. This will help you to understand your mistakes and you

will be able to correct them.

OM 12

SMALL BUSINESS MARKETING

THROUGH SMS

Arguably, mobile phones are one of the greatest inventions that mankind has ever made. Mobile phones have completely revolutionized the marketing scenario for small businesses. Marketing a small enterprise is a complex process. The advent of short messaging service (SMS) has become a great method to market or advertise a company. It has to be done after exercising due care and diligence. Nowadays, various offers and other tariff plans are communicated with the customer through sms. It is a lot time saving method and also is fairly effective.

A very important point on sms marketing is that it is very cheap. It saves lots of money and reduces the chances of a loss. All the other methods of marketing involve a lot of costly devices and also is quite time consuming. The chances of exposure are very much increased and reach to a large array of consumers.

The life span is longer as the duration of the message in mobile phones is much longer than that of commercials and other newspaper announcements. This is a very important point. Through this point the longevity of the impact on the mind of the consumer can be noticed.

It must be seen that the smses sent to the consumers are customized according to their needs. If a message is sent to the consumers which are not according to their needs then they will not be impressed and can also complain. On the other hand if the messages match their needs then they will be very satisfied.

Special offers such as discounts and bonus plans must be communicated via sms to the consumer. These plans catch the attention of the consumer and are an extra incentive to him. The consumers will avail the services of the business if the products are marketed in a good way and it will result in profit flow.

STRATEGIES TO MARKET YOUR SMALL BUSINESS

THROUGH SOCIAL MEDIAEvery day, new and innovative techniques of small business marketing are appearing in the market. As the technology gets developed, these methods become more advanced. As it is known that today social media is perhaps the most powerful medium of advertisement, small businesses are also being marketed from this platform. The social media marketing strategies for small businesses form a very diverse range. In this article we will discuss a few such strategies of marketing a small business through social media.

Becoming an expert- This is a very effective method of marketing your small scale business. For this you have to establish yourself as an expert of business related know how in the social media. Start by making your profile in the social networking websites and answer questions and offer advice related to this discipline. Gradually people will ask for your analysis and you can talk about your business and try to spread the word about it more.

Individuality- One of the benefits of social media is that through it you can connect with your potential customers who reside in a far off place without losing your individuality. Through chat or other mechanisms, you can converse with them even if you are in a different country than they are.

Special Attention- The people with whom you interact on the social media must be given special attention so that it should appear to them that you care about them. If they are convinced that they are given proper priority, then they become more eager to deal with you.

Proactive- One of the most important tactics while marketing through social media is by being proactive. If you answer the queries of your customers very quickly and without giving them any chance to complain, then they are impressed with the fact that you are responsible and this will obviously enhance your reputation and will be a very good strategy for marketing your short term business.

One of the benefits of

social media is that through it

you can connect with your potential

customers who reside in a far

off place without losing

your individuality.

SMALL BUSINESS MARKETING AMIDST

COMPETITIONAs this is the age of the internet, almost all businesses are being marketed online. Because of this, it is becoming more & more relevant for small businesses to have an online presence. There are people in every locality surfing the internet with the purpose of locating the companies that offer products in the same discipline as your business. It is of utmost importance that for you to have an estimation of what is the specific qualities that a customer expects when he decides to obtain your product. All these factors contribute to the marketing of a small business in a better way.

The secret of a good business is that you know specifically that what are the things that a potential customer wants are. After that please ensure that your business has a good presence in the local search engines. With the help of Search Engine Optimization (SEO) please make sure that your business is among the top results when a search is conducted in the internet.

In today’s age of competition perhaps the only way to survive in the industry is by offering something that the other companies are unable to offer. It will establish your company as a special case and a com company that has a distinct advantage over others.

Plans must be tailor made and customized according to the requirement of the clients. Every customer differs from the other and the business has to be marketed after taking all these facts into due consideration. A business that focuses and helps a customer to attain his goals is an asset to the industry.

The most satisfying way of marketing a business is by providing good service. If your customers are satisfied with the quality of service offered to them, then they will spread the word to other potential customers. They will then approach you and result in more profits. So that is why always try to maintain the quality of a business.

In today’s age of competition perhaps the only way to survive in the industry is by offering

something that the other companies are unable to offer. It will establish your company as a special case and a com company that has a

distinct advantage over others.

OM 15

Fact: Joint Ventures

Will If you have had your own business for some time now, you have probably heard about the power of Joint Ventures.

We hear all the time that being a Lone Ranger is a long, slow and painful path to a successful and thriving business. And even though you may know that, it's amazing how many of you still do that lone route.

I used to be a Lone Ranger too, so I get it.

You all have voids in your business. Empty spaces that you can't fill either because you don't have the knowledge or you don't have the time and energy.

This is where Joint Ventures come into play.

Joint Ventures are one of the most powerful tools available when it comes to being successful in today's business atmosphere, which can be very competitive.

When you Joint Venture with someone, you are basically teaming up with a partner or possibly a group of partners, to share your lists and knowledge.

A Telesummit is a good example of multiple partners gathering together with a common interest. There is the originator, or the host, who invites guest speakers and then interviews them on a bridge line. Each speaker markets her interview to their own list as well as Social Media.

This can offer a great boost of new names for the hosts list, which is a main reason why there are so many Telesummits in the coaching industry.

In addition to list building it is also a great way to get more exposure with you as the authority in the market place and best of all, offering the people on your list, topics or experiences that you were not able to offer on your own.

Let's say you have designed this great program or product that you would love to offer people on your list.

Imagine if you invited five other people who have an audience that may be interested in what you are offering and they offered your product to their list.

You are now exposing your work to five other people's lists! You never would have that reach if you did this on your own.

It's also very common that an 'affiliate' relationship is set up between you and your Joint Venture partner. If one of the people on your partners list invests in your product or service, they would receive an affiliate payment.

The average percentage is between 30% to 50% of the sale of the product. There are times when 100% is the best.

You really want to give as much encouragement as possible to have your partners market your products to their lists.

In addition to an affiliate fee, it's also very encouraged to make it as easy as possible for your partner to promote you.

Write up the solo emails as well as writing Facebook posts and tweets so it's easy for them to cut and paste.

Let's make this the year you really rev up your business while using Joint Ventures.

The rewards for both of you can be huge!

Action Step: Choose a product or service that you already have, or create one. Instead of promoting this to only your list, who else do you know that has a list of people that might be interested in what you offer?

Make a list of 3 groups. Your "A" list of people much bigger than you now, but maybe had some point would be willing to promote you. Your "B" list is a group but has a lot of potential when it comes to promoting you and then your "C" list, which you are pretty certain they would help promote you even if they don't have the biggest of list.

Joint Ventures are one of the most powerful tools available when it comes to

being successful in today's business atmosphere, which can be very

competitive.

SUCCESS CONCEPT - TRUST

There are many people today seeking a life as an entrepreneur or as a business owner. In my series of Success Concept articles, I've noted many elements that are imperative to achieving that ultimate goal of being successful. Trust is one of those intangibles that must be learned, earned, and acted upon.

Trust can be your best friend or it can be your biggest, most destructive enemy. You must find a way to trust others, and also yourself. Without trust, you'll face many detours and road blocks along your journey, and most likely will never achieve all you set out to do.

You cannot do everything alone, or on your own. Therefore, the option is that you must rely on others to assist you. Finding the right person to trust to do what is in your best interest is not an easy task. When hiring an accountant, your finances are guided by their advice. A payroll service can be one of the best blessings, or can leave you with a multitude of back taxes to pay. An HR professional is key to ensuring that you follow the labor laws and treat your employees in a lawful and fair manner. Each of these professionals must be trusted beyond doubt so you can attend to the other aspects of your business.

A business coach or mentor is another key person, one with whom you will share all of your business and sometimes personal information - often you'll bare your soul to them. Without a trusting relationship, you'll hold back and as a result, not receive the valuable guidance and assistance for which you are paying.

Finding the right advisors - ones you can trust - is essential as you grow your business. With all of these people requiring your trust, there is still one more; the one who is the most important. That person is you. You must have total trust in yourself to achieve success. If you doubt your decision-making process, you will begin to delay making timely choices. If you doubt your knowledge, skills, and abilities, you will find that you hold back, thinking maybe there is more you need to learn, more you need to develop, more you need to think about. This lack of trust in yourself will prevent you from moving forward.

Not trusting in yourself will leave a hole that cannot be filled by others. Just like you will check before hiring others, check on yourself as well. Determine your expertise, determine your abilities, and determine what your strengths are. Then you will be able to trust your decisions, whether those decisions are who to hire, or what tasks and responsibilities will be yours.

Trust is a small word, with huge implications. Lack of it can put a halt to all you want to achieve. If you don't trust the professionals you've hired, you'll be double checking their work to the point you might as well be doing it yourself. And if you don't trust yourself, you will most likely not have the faith it takes to move forward. And that will most likely result in unrealized success.

OM 17

TIPS FOR AN EFFECTIVE

BROCHURE TO With the advent of the digital age, some people think that print media is no longer relevant. However, this is simply not true. A large majority of people still read the daily paper and subscribe to their favorite magazines. In terms of advertising, brochures as well as other printed ads, are still very effective ways to reach out to your customers.

However, not all brochures are made equal. There are certain guidelines you need to follow in order to come up with an effective brochure that can tell people all about your business. Here are a few great tips you can use to create an effective brochure and spread word about your product or service.

Preplanning

Preplanning is the first and arguably most important step in making a good brochure. You will need to decide on a lot of things before contacting your printer. A good concept, the right messaging, as well as an effective outline before coming up with the final product. Think about the purpose that your brochure will serve; if you intend to use it for an information drive, then it has to be packed with relevant tidbits of information. If its to drive customers to your business, then it should have messages that will pull the customer in.

Be clear and concise, long enough only to hold a person's interest. Remember, your potential customer has to be exited to learn more about your product or service.

Don't be afraid to stand out

Color Brochures are dime a dozen. It is imperative yours stands out. Don't be afraid to unleash your creative side. Throw around ideas and make sure you stick to your brand colors. Different shapes and colors can be good additions for your brochure. For example, if you own a daycare business, use colorful basic shapes and colors. Design elements need to have a theme and should match your messaging. The font should fit the themes as well, if you are using "Times New Roman" for a daycare, its not the right place for it. Instead use a childlike font such as "Mickey" where the letters are irregular will give off a childlike feeling of being playful. Your graphic elements and typography will dictate the tone of your brochure.

If you cannot decide on your own, consider having it designed for you by a professional graphic designer or a firm that can work with your budget. People are more likely pick up something that sticks out, so make sure they pay attention to your marketing materials vs. your competitor.

Use Images that capture attention

You have several seconds to grab someone's attention and a captivating image or photo will do just that. Use images that will draw the potential customer in. How can you do that? For starters make sure that the product is well lit. Take pictures of your product during the day close to a window so you can get broad lighting. Look at other professional photos that are in a similar category as your product and reference the angles the products are photographed in.

You don't need to own a professional camera that is 18+ megapixels (although it can help), sometimes taking a picture with your point and shoot camera or smartphone will do just as well. Make brightness and color adjustments in Photoshop, if you don't know how to use it, hire a freelancer per diem. Having poor photos can hurt the marketing and selling of you product

Pick a Reputable Printer

Lastly, you will need to pick a printer that can address all of your needs. All of the effort you put into copywriting and picking out designs, or the right layout will go to waste if your printer is not reliable. The printing company is there to guide you through the process and offer advice on which paper stock is suitable for your marketing product.

Don't be afraid to

unleash your creative side. Throw around

ideas and make sure you stick to your brand colors.

YOU CAN'T DO IT ALL YOURSELF

OM 19

As the economy improves, so does the outlook for small business. That may mean you'll find way too many things to do and not enough time for you or your staff to complete them. Or maybe you've been solo for a while and have decided your business is growing enough to need help.

What do you do? Hire full or part time employees? Outsource to an independent contractor?

Before you decide, take the time to define the position. Create a job description. What do you want the person to do? What are you willing to give up total control over? What level of experience or education must the person have? Documenting the responsibilities of the position will help you decide. And it will help you hire the right person the first time.

Don't get stuck in defining this position from a technical point of view. What is most important when hiring for your business is to ensure that the new person fits in well with your culture. That means you want to make sure and hire someone whose values are similar to yours -- consider things like personal ethics, communication style, and response methods to name a few. And choose carefully. Hiring a person can be a costly endeavor.

What is most important when hiring for your business is to ensure that the new person fits in well

with your culture.

KEEPING BUSINESS ALIVE

OM 20

Who is responsible for maintaining the business relationship?

Nurturing a business relationship will take effort on your part and effort on the part of the other person. If you feel the business is worth having, then you must take the time to make sure you are in touch on a regular basis. I call these touch points. Each touch point you have with the client is a point in your favor. Most people like to keep the channels open for conducting current projects or for future business. I know a CEO of a company called Olympia Funding in Pleasanton California that has a policy for sending out personal letters to all his contacts at the end of every month. These are usually in the form of postcards with good information. He also has his staff send "letters from the heart" each quarter. Through this touch point activity and a few other touch points, he is able to do millions of dollars of business without making cold calls. He has the referrals pouring in.

This CEO knows the value of maintaining the business relationship. If a multimillion dollar corporation takes the time to keep in contact, then you know that you must also put a plan together that creates an awareness of you. It is WHO knows YOU and not who you know that ultimately matters. At your next networking event, gather business cards and then make contact through email to set an appointment to find common ground, ask them if you can add them to your mailing list for your newsletter for up to date information that may help them. Take the time to work on being in touch; the results are amazing.

Another good way to nurture a relationship is to find out interests and keep a record of what those interests are. When you come across something of interest, send it to them, they will remember this when it comes to sending out an RFP. It is in your best interest to know more about them than they do about you.

Nurturing a business relationship will take

effort on your part and effort on the part of the other person. If you feel the business is worth having, then

you must take the time to make sure you

are in touch on a regular basis.

How do we keep track of our business deals?

If you are only working with one or two deals, keeping track of them is a simple matter. However, most of us have far more than two deals on the plate and even more coming down the pipeline. It is sometimes quite difficult to keep track of all the details and remember who said what to whom. You need to keep track of the names of people on each deal or project and what their responsibilities are. There are many techniques that you can use to keep on top of the situation. You can purchase CRM (Customer Relation Management) software to handle the contact details plus a host of other information. Unfortunately it is time consuming and you can often miss out on important proposals or calls that you need to make. Keeping track of details is necessary, and keeping accurate records is also of prime importance.

Using the computer to track information does not have to be onerous or difficult; it simply has to be planned into your day. I use my computer extensively for everything I do, but I do not carry it to meetings with me, I carry a simple paper notebook for each client and keep meticulous notes. I then transfer the important points to the computer system and have it refer to my journal for further details (I number my journals and file them for later use). Appointments, phone numbers, managers' names, titles, project roles are all on the computer system. Making detailed notes with dates are on my power page in my notebook.

We will go into more detail for the power page a little later in the chapter. Right now let's walk through the various components that are necessary for keeping the details straight and continuing to nurture our business relationships.

POWER TOOLS

FOR

Using the computer to track information does not have to be onerous or difficult; it simply has to be

planned into your day.

OM 22

THE MORE YOU GIVE THE MORE YOU GET

Why give freebies?

We have all seen freebies at trade shows and we have all probably seen the person that goes from booth to booth collecting as much of it as possible. There is always someone that only goes to get the free stuff, but then again there are also people that go there to learn about new products or services. These people may be genuinely interested in what you have to say. Even if they are, there must be an element of what is in it for them (we call them WIFM - pronounced Whiffem - What Is In It For Me).Perhaps the type of freebie you offer should be in the form of a free consultation for a limited time, say one-half hour. Or you may want to give out special premiums to potential new clients. The problem is that you need to weed through the potential business and those that just want something for nothing.

Instead of giving away freebies at the trade show desk, you could give attendees a business card that can be used to redeem their freebie. This will drive the customer traffic back to where you would like them to be. For example, a car dealership I did some work for always went to every trade show in the area. They had great give-away items but found that not many people came back to the dealership for a test drive leading to an eventual purchase. To rectify the problem, they gave a business card with the event name, the gift to be given and an explanation that in order to claim the gift, you needed to go to their store and do a test drive. By the way, the gift, was a nice set of steak knives in a butchers block. The result was that 20% of the people attending the show actually went to the dealership and did a test drive and out of that they sold 25 cars; a much better return for their freebies!

Freebies do not need to be expensive steak knives sets; they can simply be pens with your name on it. Whatever you choose, make sure it is something that can be used and not thrown away. Do not pick a silly cheap toy that will break after one or two uses. Gift certificates may work better than freebies.

Instead of giving away freebies at the trade show desk, you

could give attendees a business card that can be used

to redeem their freebie. This will drive the customer traffic back to where you would like

them to be.

BUILDING A BUSINESS THAT WORKS FOR YOU

Before you want to build your business, you need to know why you are in this business.

Many of us entered business as a technician. You know the technical nature of this business; you do it everyday; over and over again. The question is: How can you do this technical work with the highest level of efficiency and effectiveness so that you'll have a great business?

Some of you entered the business as the manager. You plan, you quantify, and you implement it with and through others. The question is: How can you do management work that will get your team to work for as though they're running their own business?

Some of you entered the business as an entrepreneur. You have this wonderful idea. You're an innovator. How do I get others to see it, to feel it, to breathe it?

Is this familiar to you? It should be, there is an entrepreneur, manager and technician in all of us. We need all three to have a successful business.

Building a Business FOR YOU is just about 3 steps:

Step 1: Why You Do What You Do

The starting point for building a business that works begins with why you do what you do. The challenge facing most business owners is the understanding of what they want for their life. It's not the cars, the money, or the house. It is the essence, the purpose of their life. It's the source of their passion and their vitality. It gives them clarity and purpose. It is their guiding light. It is what we call their Ultimate Objective.

Do you know your Ultimate Objective? The business is designed and built to give you what you want, because it's your life we're talking about.

Step 2: Your Strategic Vision

A Strategic Vision describes what your business will look like when it is complete. It will define your products and services and how those products and services will be delivered.

It will identify your customers and how those customers will be located, cared for and served. It will quantify your sales and profit goals. It will describe your culture; employee behavior, operational philosophy and the unique characteristics that will allow your company to fulfill your entrepreneurial vision.

It is your vision for the future. Your Strategic Vision should be so clear and precise that any question you have about the business can be answered by reading it. The Strategic Vision is the source of bringing balance to the entrepreneur, the manager and the technician. The entrepreneur creates the vision in the Strategic Vision, the manager plans, quantifies and implements the vision, and the technician does the work of the work.

Understand that your Strategic Vision is one of the most effective ways to share your dream with employees and identify how employees will participate in realizing your dream. It is their guide of how they do it and why they do it. Do your strategic vision now!

Step 3: Your Business Plan

Now is the time to write your business plan. Your business plan is a detailed roadmap of how you are going to build your business that will achieve your Ultimate Objective and your Strategic Vision.

Your business plan must cover 7 essential things: Executive Summary, Business Mission and Vision, Business Strategy, Marketing Plan, Operational Plan, Human Resource Plan and Financial Projections.

The starting point for building a business that works begins with why you do what you

do. The challenge facing most business owners is the understanding of what they

want for their life.

OM 25

IS YOUR BUSINESS MAKING MONEY?

Is your business making money? Would you know?

Figuring out whether your business is actually making money is no easy task. Most small business owners have a pretty good idea of what their top line is (their revenues), but unless they're closely tracking and inputting all of their expenses, the bottom line can often come as a complete surprise. That's why it's critical to closely monitor these numbers on a monthly basis. They are the tools you need to make ongoing business decisions.

For example, a client of ours recently started a landscaping service. Although his sales were rapidly increasing, he was frustrated by the fact that it didn't seem to have much of a positive impact on his bottom line. By inputting all of his costs into the proper format, it became immediately apparent he wasn't charging enough for his services.

He thought that by charging his clients $20/hr and paying his workers $10/hr, the extra $10 would be his to keep. However, he forgot about all of the costs involved in actually carrying out the job starting with payroll taxes on the $10/hr, transportation costs, office overhead, and advertising. At his current rates, no matter how much business increased, he would never make any money.

The answer was to raise prices or get out of the business! Fortunately, he was able to raise prices without upsetting clients. Now, he can comfortably carry on his business and keep adding to his bottom line.

Figuring out whether your business is actually making money is no easy task. Most small business owners have a pretty good idea of what their top line is (their revenues), but unless they're closely tracking and inputting all of their expenses, the bottom line can often come as a complete surprise.

STITCHING UP A NICHE

OM 26

I am a great admirer of businesses that serve and market to one or a small number of niches. It's such a great business model and one of the fastest ways to grow a business. I know one marketer who develops websites exclusively for life coaches, another business that develops marketing programs for the spa and pool industry, and another business that specializes in providing tax services for clergy. And they're all busy!

When they develop their marketing materials, services, and products, they are able to speak to a very specific segment of the population. Niching allows them to "go deep" into the needs and problems of one particular profession or demographic. For example, clergy have very specific tax situations with their pay, housing allowances, and Social Security taxes. A tax preparer specializing in this market can market to a very specific segment of the population (members of the clergy) with a specific set of challenges (specialized tax rules applying only to clergy). I have also seen a similar service for truck drivers who have specialized tax rules, too.

Recently, I have discovered a new medium aimed at one of my favorite niches--quilters. I have a confession to make... When I'm not helping my customers grow their businesses, I can usually be found stitching away on my sewing machine. (Hi, my name is Caroline and I'm a quilt-a-holic.)

The new medium is an online Quilters News Network. A 24/7 internet based television network of quilting shows, tips, and, of course, advertisements for all the things quilters love. I heard about it from another quilter and as soon as I discovered it, my productivity dropped like a rock off the top of the Empire State Building. Did I mention it's all quilting all day, right on my computer screen? What's a quilter to do?

The quilting community is a great example of a profitable niche. Whenever I go to my quilting group or participate in a quilting event, I pick up a new tip, learn about a new tool or pattern, or meet a new quilter. And we talk. A lot. "Have you been to the new quilt store?" "Have you seen this new tool?" "Have you tried this pattern?" Word spreads like a wild fire through the quilting community when we find something new that we like.

The quilting niche is made up of 22 million happy quilters. It's subdivided into any number of smaller niches--traditional appliqué, machine quilting, hand quilting, trapunto, redwork, etc. It is a hungry market--we can't get enough fabric, tools, and patterns.

What hungry markets can you tap into to build your business to the next level? Serving a niche is the difference between trying to find a needle in a haystack or walking into a room full of quilters and offering them a good deal on sewing machine needles. Which one will give the greatest return on your investment?

When they develop their marketing materials,

services, and products, they are able to speak to a very

specific segment of the population. Niching allows them to "go deep" into the needs and problems of one

particular profession or demographic.

The Hidden Treasure in

Your BusinessI started working with another new client last week. He has been in business for about a year

and a half. Yes, he has managed to make plenty of mistakes, like we all do. But, he has done something so very right that I thought I'd share it with you.

This business owner has kept accurate records of all his customers, complete with name, address, phone, even directions to their houses (he makes house calls).

I don't think I've actually worked with a client before who kept such good customer records. Generally, they have information like "Joe" and a phone number that only has six numbers. But, this is such a critical success point.

His customer list gives us a tremendous resource to work with. We can market to that list for repeat business. We can market for referrals. We can market for sales of additional products and services. We can get testimonials which we'll use to attract new customers. It's a veritable gold mine that we can mine from over and over. Without the list we would be starting from scratch and re-inventing the wheel.

Of course,you never want to abuse your customer's information or act in a distrustful manner. That's a great way to lose your customer and create "un-referrals"--"Don't do business with him, he's a jerk."

So, whether you're conducting business online, offline, or both, your customer list is a tremendously valuable asset. Guard it like a dragon guards its treasure.

You never want to abuse your customer's information or act in a distrustful manner. That's a great way to lose your 

customer and create "un-referrals"--"Don't do business with him, he's a jerk."

SMALL BUSINESS NETWORKING: TIPS FOR NEW ENTREPRENEURS

Small business networking does not simply mean talking to other business people in a trade show. It's not just about giving out your business card to prospected clients. With the economy today, being active and successful in the business industry means learning how to reduce operational costs; quickly reacting to market trends and updates, as well as promptly catering to the needs of the customers. If you want to compete in the business world, you should always be prepared of what the future might bring.

To become a successful business owner, it is very important to have a personal meeting and conversation with other entrepreneurs. This would help you build your network, as well as increase your customer base, and gain more referrals. This is also a good opportunity for you to learn, develop and grow your business.

As a new entrepreneur, there are so many things to do in order to reach your goals. Improving your approach in business networking is just one of the basics that you should know about. In every business event where networking is a possibility, you should always be prepared in making a lasting impression on possible customers and clients. Here are some tips that could help you expand your business network:

1. Be active in conferences held for small businesses. You won't be able to expand your network if you are working on your own. Attending business conferences could give you the chance to learn about effective strategies done by other entrepreneurs. A business conference is a great way to learn about the success of others and use this as an inspiration for your business. This is also a great way to find opportunities and make important connections. Surrounding yourself with the best business people could improve your approach in business networking.

2. In every business situation you face, you should always be prepared for a short speech about your business, how you work, who you work with, and what you're offering. Being prepared is the best thing. And for a business person, being able to express his business the simplest way could lead to big opportunities.

3. For every business event that you participate in, whether it's a conference, an exhibit or a trade show, you should always have your business card. Presenting your business card to a possible client does not only mean providing your contact information. This could also introduce your brand to the client. So make sure that your business card is well presented, and effective in making a good first impression.

In every business situation you face, you should always be prepared for a short speech about your business, how you work, who you work with,

and what you're offering. Being prepared is the best thing. And for a

business person, being able to express his business the simplest

way could lead to big opportunities.