San Francisco Womens Journal » Sales & Marketing

Grow Your Business: Harness The Exponential “Power of 10″

SFWJ — Fri, 23 Jul 2010 19:43:49 +0000

Elinor Stutz

First, let me explain the Power of 10 concept and it’s exponential impact on the growth of your business. When you are a sole entrepreneur with a core business eg. healthcare practitioner, you have one audience.

by Elinor Stutz, CEO Smooth Sale

By expanding your service offerings with one product and one service such as a book and supplements, you will have 6 audiences. Your audience has grown to include patients, a readership, and those concerned about nutrition plus the wonderful phenomenon of overlapping audiences such as those who both read your book and then request your core healthcare program or those who want nutritional supplements with your healthcare service.

Exponential Business Growth

Now imagine having a combination of 10 products and services. The audience potential with all the overlap grows to 3,628,800. This number was calculated by multiplying 10 x 9 x 8 x 7 x 6 x 5 x 4 x 3 x 2 x 1.

As an entrepreneur, it is very important to understand the Power of 10 in all forms of possibility. This is a powerful concept to implement for your business development and to strengthen relationships already in place. 

Following are 3 of many Power of 10 possiblities:

1. Establish a combination of 10+ products and services 

2. Collaborate with 10 or more like-minded and complementary service oriented business people 

3. Provide 10 testimonials and referrals without being asked  

Now let’s examine how to apply the Power of 10 to Twitter.

1. Thank people who mention you and those who Re-Tweet your tweets

2. Participate in Follow Fridays – return the favor to those who RT your messages and who mention you plus take the lead for those you admire

3. Scan favorite quotes and RT those

4. Be a helpful thought leader by offering wise advice

All of these activities will exponentially increase awareness of you and your business. Your number of prospects and clients will increase which in turn attracts far many more sales.

Make certain everyone on your team operates with the same rules and pays close attention to customer service while building relationships.  By keeping a focused mindset on insuring that all the pieces are in place, you will soon attract far many more prospects and clients, and experience the Smooth Sale!

Elinor Stutz is CEO of Smooth Sale, LLC sales training company. She is a speaker and author of the best selling book Nice Girls DO Get The Sale: Relationship Building That Gets Results, published by Sourcebooks. Elinor also provides team training and coaching.

You can reach Elinor via e-mail or by phone (800) 704-1499. You can also follow her on Twitter or join the Smooth Sale Facebook Group. To learn more please visit Elinor’s website and blog for her latest insights.

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How to Write a Marketing Message using Compelling Sound Bites

SFWJ — Tue, 13 Jul 2010 13:27:53 +0000

Ellen Looyen

A well-crafted marketing message should be made up of “sound bites” that emotionally connect and move people into action. Emotionally compelling sound bites are a critical tool for building a charismatic personal brand and for writing marketing materials that turn prospects into paying customers!

by Ellen Looyen
Personal Branding and Marketing Strategist

A “sound bite” is a way to string words together that will connect your marketing message to both sides of your prospect’s brain.

The words that you use to describe what you do and the benefits your product or service deliver, need to connect first to the emotional right side of the brain…to leave people with a positive feeling. Then their left-brain needs to justify and rationalize that good feeling, by believing in the promise of a tangible benefit and guaranteed results, before a sale can happen.

The right-brain thinks in pictures and is always in the present moment. That’s why using emotionally compelling sound bites (for brand-building, writing marketing materials and for use in sales presentations) is so effective.

The left-brain, on the other hand, wants tangible results and benefits because it thinks linearly. Your left-brain is always asking “what in it for me”; and it’s all about the past and future. The left-brain carefully categorizes and organizes all information and associates it with our past, or projects info into the future.

So the sound bites you use for writing your marketing materials need to first grab someone’s emotional attention; and then they need to justify the claim, logically, in order to back it up, so the left-brain is also satisfied that it’s actually getting a tangible result.

Describe what’s in it for your clients…

For a sound bite to work, it must do double duty—connect emotionally first, and later it must make logical sense and answer (in a very tangible and beneficial way): what’s in it for your client.

You can compose sound bites for your marketing materials with:

♦ a fascinating phrase
♦ an interesting fact
♦ an anecdote of human-interest
♦ using emotionally charged language

The first step to creating your own sound bites is to think about what you want your clients to do, think, or know.

Take a moment to answer the following questions.

♦ What do people need to know?
♦ How can I help them?
♦ What action do I want people to take?

Here are some examples from clients of mine, using some of the above suggestions:

♦ A Professional Organizer said: “80% of the paper you keep is never referred to again.”

♦ A Management Consultant, who specializes in team building and organizational development, said: “How you make others feel, is the most important factor in the quality of your relationships.”

♦ A Financial Planner said: “It’s never too early or too late to develop a customized plan for accumulating wealth.”

♦ A Nutritionist said: “I will help you show hungry who’s boss.”

♦ A Landscape Architect said: “Landscaping is the only investment that’s guaranteed to grow.”

♦ A Marketing Consultant said: “Not spending money on marketing is like stopping your watch to save time.”

Here are some more tips for writing compelling Sound Bites, followed by a real-life example:

1. Angle your message to the kinds of people you want to attract…

“We have a customized workout plan for busy people who can’t find the time to exercise.”

2. Demonstrate how you can solve their problem…

“Cosmetic dentistry doesn’t have to be expensive—it can be as simple as whitening and shaping.”

3. Ask a gripping question, for which you have the answer…

“Are your people driving your business where you need it to go?”

4. De-bunk a commonly held belief/myth…

“Working with a professional image consultant is not about buying all new expensive clothes…it’s about how you put your look together with what you already have.”

5. Connect emotionally first, and logically later…

“Experience the self-empowerment of being a published author…I’ll show you how, with my easy, step-by-step writing process.”

The hardest thing about writing marketing materials is creating emotionally compelling sound bites. Hopefully, I’ve given you several good starters…so grab your laptop and fill in some of the phrases and questions from above. Even if you can’t create a professional marketing message, hopefully, you will, at the very least, get an enhanced sense of your own value and have a few more ways to communicate it out into the world.

Join Ellen and learn more about Personal Branding at her July 27^th National Tele-Seminar,

“The Art of Personal Branding: How to Emotionally Connect to Your Market & Sell with Charisma“, sponsored by eWomenNetwork.

Ellen Looyen,“America’s Leader in Personal Branding” has been in her own Branding, Marketing and Training business since 1988. She has helped all types of businesses (from entrepreneurial start-ups to major corporations, like Chevron and Kaiser Permanente), discover their unique Brand identity and articulate their value in a compelling and charismatic way. Learn much more about branding-building and creating a charismatic marketing message by visiting Ellen’s website: www.ellen4branding.com .

Grow Your Small Business with the Art of Giving and Receiving!

SFWJ — Fri, 25 Jun 2010 15:54:37 +0000

Elinor Stutz

Are you able to give and receive?

Over the past couple of years, I changed my business development model of “going it alone” to that of collaboration. There was indeed a learning curve involved.

by Elinor Stutz, CEO Smooth Sale

I smile now as I hear the discussions of so many who say they find it hard to “receive”. In my former days, many others and myself included had the opposite problem. We found it difficult to “give”.  As salespeople we kept to ourselves for fear our competitors would discover our secrets.

Find the Balance of Giving and Receiving

Luckily I awakened to a new reality. Should you truly wish to attract sales, one of the better strategies is to find that balance of giving and receiving. An excellent first step is to find groups online whose discussion topics are complementary to your business model.

Take an active role by answering questions that speak to your specialty. By doing so others will automatically be drawn to your expertise making your business development effortless. As you become comfortable with the group, you may then confidently pose your own questions and receive the help you need. 

Next, find a collaboration or mastermind group comprised of people with similar goals and complementary services. The giving and receiving should be natural for all. Learning both from the expert information available along with a dedicated collaborative team will help you achieve your goals far more quickly.

Grow Your Business with Less Effort

As your activities and relationships build, you will find increased attention from new prospects and clients. When your mindset is focused on delivering your expertise freely and helping those in need, it becomes a marketing message that you are there to serve. Your reward will be receiving greater opportunities than previously thought possible. It’s an entrepreneurial dream to conduct business with much less effort.

Take My Challenge to Find: 

1. Social media groups to join discussions 

2. Collaborative partners 

3. Brainstorm new ideas for products & services with your new team(s)  

When you work openly you will not only attract more sales, but will also have more fun and enjoy the Smooth Sale!
Elinor Stutz is CEO of Smooth Sale, LLC sales training company. Based in Petaluma, CA she is available for team training, coaching, motivational speaking and includes the Smooth Sale product line as part of her program. Her book, Nice Girls DO Get The Sale: Relationship Building That Gets Results, published by Sourcebooks sells worldwide.

Elinor welcomes your questions through e-mail or phone: (415) 615-6887 or (800) 704-1499. To learn more please visit her website and blog for her latest insights. You can also follow her on Twitter!

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Secret Confessions of a Branding Expert: Branding Blunder #1…“The Coke Blunder”

SFWJ — Thu, 03 Jun 2010 12:35:04 +0000

Remember many years ago when Coca Cola (the most recognizable Brand in the whole world) decided to improve on a good thing? For some reason, they wanted to tamper with their success and change the Coke formula (of the #1 selling Cola in the world).

by Ellen Looyen
America’s Leader in Personal Branding

After 22 years of successfully branding divisions of major corporations (like Kaiser, Chevron and Wells Fargo), to launching countless start-ups, I thought my own brand was feeling tired, old and out-of-date…and just like the Coca Cola Executives (who wanted to change their successful formula), I tampered with my own successful brand and lived through my own “Coke Blunder” and my subsequent “Coke Classic” brand resurrection.

Why tamper with success, when branding is all about…
consistency, uniqueness and emotional connection?

It all started when I was invited to speak at the Ritz Carlton in New York City last year, by The Conference Board (at a Senior Executive Marketing Conference, where I was on a panel with the President of Rolls Royce America and Google’s top Marketing guy) to discuss “The Future of the Brand.” They actually gave me the brand name I now use, “America’s Leader in Personal Branding” (that’s how they wrote me up in their conference program).

What was I thinking?

For some reason, I decided that I needed to update my brand for the marketing conference; and after 22 years of success as Ellen Looyen Communications, I thought I should match my business name and its look and feel (i.e., it’s brand) to the name of my recently published, DIY Personal Branding Kit, entitled, “Branded with Charisma.”

“Doctor, heal thyself”…and Branding expert, “Do not re-brand yourself (especially if your brand is working for you)”…

I now know, that at the time, I was having the branding equivalent of a “mid-life crisis”…I felt adrift in my business, not clear, re: where I wanted to focus my marketing efforts; bored with my own brand, overwhelmed by the whole new online world of social media and in need of some big changes in my business.

“In a world where you can be anything…Be Yourself!” –Anon

I also felt like I needed to feel more relevant to a younger demographic. Not to get too psychologically deep here…but…I was trying to appeal younger and more hip, instead of highlighting my 22 years of experience and wide range of expertise, which could help younger people build, launch and sustain a successful brand (just like I had over the long haul).

The important “take-away” is that we all create our own versions of the Coke Blunder…and just like Coke did, we can pick ourselves up, admit that we made a mistake and go back to Plan A. Some of my clients actually admitted to me that they almost didn’t hire me, because my new cartoony brand image did not seem to fit me!

Perception can be managed…and VALUE is only a perception!

Branding is all about thinking backwards…about how you want to be perceived by your market…and then crafting a brand that’s emotionally connecting, authentically representative of the real YOU and consistent over time.

You’ll know it when you find it…it should just fit like an old glove. Once you discover and articulate your true brand, people will energetically feel your enhanced confidence (the #1 reason people buy and choose anything); and any uncertainty or doubt about hiring you will simply vanish.

So take a good, honest look at your brand and see if some minor “tune ups” are in need to help keep you relevant, but true to your core value and values at the same time.

Please visit Ellen’s new/old brand and website at: www.ellen4branding.com and let her know what you think about returning to her old (Coke Classic), tried and true, brand. Send her an e-mail or pick up the phone and call her (925) 284-5828.

Reserve your space for Ellen’s popular SF Bay Area Summer Branding & Sales Intensive (6 Wednesdays, June 23—July 28 in Point Richmond, 10am-4pm).

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Are Your Marketing Messages Consistent?

SFWJ — Mon, 03 May 2010 22:44:16 +0000

So many wonderful lessons were learned recently upon hearing and observing professional speakers. I make it my practice to observe those who have gone before me so that I may more quickly rise to where my vision takes me.

by Elinor Stutz, CEO Smooth Sale

The best speaker used her voice as a fine instrument allowing me to fully comprehend the analogy to its fullest. Her talk was filled with emotional stories both funny and sad. All the while her voice rose to a crescendo and then gently toned down to very soft notes of deep insight. Her talk was as moving as an opera.

Contradictory Words had an Instant Impact

However, in my opinion, her ending spoiled the impact. The speaker’s message was, “We should each stand in our own shoes. It is important to enjoy our journey into the spotlight.”

It was a very powerful message. Everyone was engaged and on the edge of their seat.

The speaker’s power diminished when she made an offer contradictory to her message.

Whereas she spoke of standing in your own spotlight, her offer was a collaborative project riding on her coattails focusing on her but not her clientele. For me, the speaker’s offer ruined the entire message.

Consistency Builds Trust and Credibility

Consistency is a major factor to behold when building your brand. Otherwise, trust and credibility will fade. Consistency must be perceived as your underlying marketing message.

Of the approximate 400 people in the audience, only about 28 people followed the speaker out the door to hear more. This is a relatively low number considering participation fees will eliminate more prospects from becoming clients.

Had the speaker instead offered a package whereby she would help members of the audience achieve their own success, it is a safe bet that many more people would have taken her offer.

What does this have to do with you, if you aren’t a speaker?

The same principles apply no matter your field of endeavor. When you convey you are working to help others and the benefit of working with you is clearly seen, you will attract greater numbers. Business then becomes a very Smooth Sale!

Elinor Stutz is CEO of Smooth Sale, LLC sales training company. Based in Petaluma, CA she is available for team training, coaching, motivational speaking and includes the Smooth Sale product line as part of her program. Her book, Nice Girls DO Get The Sale: Relationship Building That Gets Results, published by Sourcebooks sells worldwide.

If you enjoyed this article and want to share it with a friend or the world:) …it’s easy. Click on the Share/Save button and you can e-mail, Tweet or Bookmark it!

Overcome Sales Objections the Charismatic Way!

SFWJ — Tue, 06 Apr 2010 13:47:34 +0000

Charismatic people know that in order to be successful, they must really listen to the objections that their prospects might have before hiring them or doing business with them.

by Ellen Looyen
Personal Branding and Marketing Strategist

Ellen Looyen

Objections Lead to Understanding

An objection is a great opportunity to find out what’s really going on in your prospect’s mind. It’s an opportunity to hear about any doubts or concerns that your prospect may have about you or your offering.

People do not buy when they feel doubtful or uncertain, so overcoming objections one-by-one is critical for removing any obstacles to a sale.

Answering Objections Clears the Path

Sometimes objections scare people…and they ignore them; and then they wonder why they did not make the sale. When your clients raise objections, you have a great opportunity to answer all of them, thus clearing the path for someone to buy your services.

Charismatic people think of a prospect’s objections merely as buying questions that still need answering.

Most objections fall into categories…

Price: It’s too expensive…it’s not in our budget…business is slow right now

Value: I’m not sure it will work for us…our needs are different than other companies

Fears: We hired someone just like you before and it didn’t work out…my staff will object to outside help

Excuses: They do not plan to buy anything and probably never did

Use These Three Words to Help You Understand Client Objections

The easiest way to handle objections is to confront them head-on, using the following three words:

Feel…”I understand how you feel.”

People want to feel really listened to and heard, regardless of whether what they are objecting to makes any rational sense; and empathy goes a long way in building a charismatic personal brand.

Felt…”Another client of mine used to feel the same way…until they worked with me or tried (insert your product name or service here) _______________________.

Found…”Now my client is benefiting in the following ways.”

You now get the opportunity to share a real success story (of someone who once had the same objection(s) as your doubting prospect…(but who now has become a raving champion of you and your work) I even like to share an actual hand-written client questionnaire that cites the same benefits that this prospect could have, too…but only if they hired me or used my product or service.

Always be asking yourself…What’s in it for my clients?

Learn to speak in value statements…think beneficial outcomes that get others to respond with “I need that”…”I want that”.

Articulating value is the most important part of branding…as people are constantly translating your message into, “What’s in it for me?” And your benefits must answer that question in a succinct, credible, emotionally connecting and memorable way.

Most people spend too much time defining what something is…and then explaining how it works. They describe the features and the functions, or how a process works.

We only care about something that’s relevant to us…when it becomes personal.

When you focus on your clients needs, you change the sales objections conversation from what you want to listening to your clients concerns. And this opens up the opportunity to thoughtfully answer their objections, clearing the way for a sale. This is the heart of overcoming sales objections the Charismatic Way!

Ellen Looyen, “America’s Leader in Personal Branding” has been in her own Branding, Marketing and Training business since 1988. She has helped all types of businesses (from entrepreneurial start-ups to major corporations, like Chevron and Kaiser Permanente), discover their unique Brand identity and articulate their value in a compelling and charismatic way. Ellen is the featured branding expert in the bestseller, “Get Clients Now” and is a frequent Branding Commentator on SF’s #1 radio station, KGO NewsTalk 810.

Learn how to Promote Yourself with Charisma and take your business to new heights by particpating in Ellen’s SF Bay Area 6-Week Branding & Sales Intensive, May 3^rd–June 14^th or purchase her DIY Personal Branding Kit! To learn more visit Branded with Charisma !

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Sales 101: To Stay in Business You have to Ask for the Sale!

SFWJ — Mon, 22 Mar 2010 13:42:50 +0000

Frequently, entrepreneurs whisper to me that while they enjoy helping their clientele, they simply freeze up when the time comes to ask for the sale aka “the money”.

by Elinor Stutz, CEO Smooth Sale

Elinor Stutz

This also includes asking for the business, simply stating their fees, or even asking for monies owed on services already delivered.

Unfortunately, it is very difficult to remain in business when these tasks present such a huge challenge.

Help Yourself by Making it Easy to Buy!

I recently attended an art show in which my neighbor participated. Art of all types was on display and most was exquisite. But there was something missing.

I asked if there was a brochure containing the images of the art, item numbers and price. The answer was ‘no’ – an interested party must go through a more complex procedure to get that information.

On the positive side, the artists were friendly to everyone walking through the door, politely answered questions and worked to build relationships with all who attended.

But marketing and communicating the price of their work, well, that was non-existent.

“Sell a Lot” Hits a Nerve!

As I exited the exhibit, I said to my neighbor, “Sell a lot!” She laughed because earning money from her hard work was at the heart of the matter and it appeared not much was selling for anyone.

Her artist friends came over and asked me to repeat what I said because they thought they didn’t hear me correctly. I repeated, “Sell a lot!” The artists looked astonished. I then explained one of my professional endeavors is being a sales trainer.

Without doubt, I hit a nerve even with my good cheer. They were clearly uncomfortable with my exclamation to “Sell a lot!” It was written all over their faces that they are afraid to ask for the sale aka “the money”.

Unfortunately, most entrepreneurs believe that if you deliver a beautiful painting or outstanding service people will take notice. While this may be true, you will have a very difficult time paying bills until enough prospects do take notice and become your paying clients.

You Must Ask for the Sale

To remain in business, you must ask – BUT – only after you are certain that your artwork (product, service etc.) is everything the prospect soon-to-be-client desires.

When you achieve this, you are exchanging value …your product or service in exchange for their money.

My secret for successful sales is to make it so easy for the other person to say ‘Yes’, they would be embarrassed not to purchase.

Some of My Favorite Tips to Make a Smooth Sale:

1. Tap into the mindset of your clientele
2. Succinctly communicate and directly answer their questions
3. Never assume – always ask
4. First propose what they said they need
5. Next, add what you think they need
6. Let your clientele make the choice that’s best for them

When you become comfortable leading the conversation and helping your clients to see the solution, you have marketed yourself as the expert in their eyes. They also see you as providing outstanding customer service.

This is the point where business development becomes automatic. Not only do more people begin purchasing your products and services, they then refer you to their associates. Your clientele becomes your sales force plus you will establish a returning and referring clientele. This is the mark of a truly dynamic business.

Further business becomes a very Smooth Sale!

Elinor Stutz is CEO of Smooth Sale, LLC a sales training company. She is available for team training, coaching, motivational speaking and includes the Smooth Sale product line as part of her program. Her book, Nice Girls DO Get The Sale: Relationship Building That Gets Results, published by Sourcebooks sells worldwide.

Elinor welcomes your questions through e-mail or phone: (415) 615-6887 or (800) 704-1499. To learn more please visit her website and also her blog for her latest insights.

If you enjoyed this article and want to share it with a friend or the world:) …it’s easy. Click on the Share/Save button and you can e-mail, Tweet or Bookmark it!

Charisma…The Secret Sauce for a More Powerful Personal Brand!

SFWJ — Tue, 09 Mar 2010 14:42:02 +0000

Ellen Looyen

We all know “it” when we see it…but what really is “charisma” and how can we get it and use it effectively? Are only a lucky few born with it, or can it actually be acquired?

by Ellen Looyen
Personal Branding and Marketing Strategist

Webster defines it like this…

“Charismatic” people throughout history have had the unique ability to capture the imagination of others and inspire them to be supportive and devoted to a cause.”

You do not have to be rich, privileged or educated to project charisma!

Charisma is Positive Energy!

Charisma is an intangible energy and a strongly felt “presence” that is one of the most powerful non-verbal forms of persuasion and influence. It’s a unique quality that makes people feel immediately connected to you, comfortable with you and like you…even when they barely know you!

A “charismatic” personal brand delivers confidence, visibility, premium compensation packages, job security, more clients and more of life’s bounty. That’s because a Charismatic Personal Brand comes from deep inside and radiates out…naturally attracting people and opportunities.

Your Charismatic Personal Brand

We’ve all met people who are talented and great at what they do…but they seldom attract clients to buy their services, because their energetic impact is off-putting or draining to others. The most important aspect of a Charismatic Personal Brand is how you make others feel. The way we make others feel totally influences whether people want to do business with us.

Charismatic people capture the imagination of others simply by being themselves…they’re extra-human, versus super-human. They feel like one of us; and maybe even more vulnerable than us.

They seem to have nothing to hide or protect…they are very real and transparent and people find them energetically refreshing to be around. Maybe it’s because they encourage us all to be more vulnerable, authentic and intimate….and to be more of our real selves!

Ten Tips for Projecting Charisma

1. Smile a big, warm smile (early and often)

2. Develop a sense of humor

3. Get in touch with your emotions and develop self-understanding

4. Exude positive energy, confidence and empathy

5. Give sincere compliments

6. Make the best of what you’ve got… and constantly be improving

7. Respond more to energy and emotions than to words

8. Maintain an authentic interest in life and in people

9. Become as conscious of the world around you as you are of yourself

10. Quiet your mind to become more present, sensitive and live in the moment

Maya Angelou says it best;

“People will forget what you say, they’ll forget what you did, but they will always remember how you made them feel.”

Ellen is the featured branding expert in the bestseller, “Get Clients Now” and is a frequent Branding Commentator on SF’s #1 radio station, KGO NewsTalk 810. To learn more visit Branded with Charisma and take the “Charisma Challenge”!

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Increase Your Sales Success by Avoiding these Mistakes!

SFWJ — Tue, 23 Feb 2010 14:15:56 +0000

Whether or not you work with big companies, it is wise to observe the errors of their ways. Your quickest path to success is to learn from their mistakes. This week alone, I learned three very good lessons that I want to share with you.

by Elinor Stutz, CEO Smooth Sale

Elinor Stutz

Mistake 1- Stuck Inside the Box Thinking

A particular startup company is facing financial difficulty. The CEO issued a decree that their product must sell for $50,000 and nothing short of that amount. Service is a different line item and represents a steady stream of income for the company.

The sales representative was jubilant when his prospect called to say they were ready to purchase the software system and the higher end service agreement. This brought the total sale to $90,000; the equipment portion is $40,000.

However, Jim, the CEO reprimanded the team reminding them he ordered $50,000 to be the minimum sale for equipment. He ordered Rudy, the salesperson, to walk away from the sale.

Lesson-A Winning Sales Strategy for Both Revenue and Morale

Examining the issues from all sides and taking a creative approach to the problem would have been far wiser. Given the monetary surplus for the service, Jim could have moved the line items around a bit. In turn, his company would hit the $50,000 mark for product. Instead of trampling morale in the office, Jim could have built it up and become the sales team’s hero.

Mistake 2-Greed Colored Glasses

The second lesson this week was a tale of greed. Upon being offered $20 million dollars, a University said “Yes” to the idea of building a brand new campus for MBA students. However they did not stopping to consider the impact of one key requirment… that it be in the middle of the desert!

The University is now scrambling to figure out a way to attract their clientele to empty buildings and student housing.

Lesson-Know Your Target Audience

The lesson here , before you begin a new project familiarize yourself with your target audience to know what they want!

Mistake 3-Verbal Handshakes

The third lesson was mine. I had a verbal agreement with someone about how a partnership process would work down the road. Having successfully worked together before, verbal was good enough for me. Big mistake!

Bob did not recall the agreement and I had no proof. Talking to myself, I vowed to never let this happen again!

Lesson-Get IT in Writing

Luckily Bob approached me with a new arrangement incorporating the original idea plus a new one. This time around, I asked for a 1-2 paragraph summation of our agreement so that everything is clearly spelled out and we have it for our records.

It is important to note there was no finger pointing, simply friendly communication.   I’m a client and he’s a client of mine – we have a mutually beneficial arrangement and are still friends. This is the definition of a Smooth Sale!

Shortcuts to YOUR Sales Success

Proverbial business wisdom tells us to study the “success habits” of the people and/or companies that are successful to help create the fast path to your success. But don’t overlook the power of learning from the mistakes of others. You can shortcut the pain and agony by putting their lessons learned into action and boost your sales success!

Elinor welcomes your questions through e-mail or phone: (415) 615-6887 or (800) 704-1499. To learn more please visit her website and also her blog for her latest insights.

If you enjoyed this article and want to share it with a friend or the world:) …it’s easy. Click on the Share/Save button and you can e-mail, Tweet or Bookmark it!

Personal Branding: Your Value, Confidence and the Likeability Factor!

SFWJ — Mon, 15 Feb 2010 13:50:57 +0000

Ellen Looyen

One of the best examples I’ve heard of someone confidently expressing their value was from a story about the famous artist, Picasso.

What is Your Value?…

by Ellen Looyen
Personal Branding and Marketing Strategist

A woman was seated next to Picasso at a restaurant and wanted him to just “scribble” something for her on a napkin…So she boldly approached his table, with her napkin in hand and said,

“If you would be kind enough to just scribble something on my napkin, I will gladly pay you whatever you think it is worth.”

Picasso did just that; and when he handed her back the napkin, he said, “that will be thirty thousand dollars.” She gasped and exclaimed, “but that only took you 3 seconds!”

To which Picasso replied, “no my dear, that took me thirty years!”

What is your value…and how confidently do you articulate your gifts and talents?

How Do People Typically React or Respond to You?

Tony Robbins says that “the way you make people feel, influences their purchase decisions.” It’s no coincidence that we call people who we like and feel good about, “attractive.” Most “attractive” people are confident, positive, comfortable in their own skin, open, authentic and likeable.

According to Tim Saunders, author of “The Likeability Factor,” the Four Keys to Likeability are: Friendliness, Relevance, Empathy and Realness.

If you possess all four of these things, you’re much more likely to instantly connect with others and have them like you, trust you, open up to you and eventually do business with you.

Wherever you are in your career and in your life, don’t waste any more time not knowing the “Four Keys to Likeability.” Mark McCormack, super agent for celebrity athletes, says, “we don’t always judge people on their performance, instead, we judge performance based on how much we ‘like’ someone!”

“In a world where you can be anything…be yourself!” –Anon

There is something most attractive about people authentically being themselves…they seem very comfortable in their own skin…they feel more authentic…and thus, they put others at ease, too. They’re more likeable, trust-able and therefore more connectable. And typically, they’re also much more comfortable and effective in their communications with others.

Usually that comfort comes from a deep self-knowledge and self-appreciation of who you really are…being aware of your strengths as well as vulnerabilities; and being astutely aware of the IMPACT you have on others…the first step to building a powerful personal brand!

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