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SMALL BUSINESS LEADER
ISSUE # 61
April, 2004
Greetings,
April marks the first full month of Spring, often associated with new beginnings. In the northern hemisphere the days are getting longer and warmer. The life cycle and energy is on the upswing. See if you can tap into this energy for yourself and your business.
I have lots of irons heating up. I'm starting the next Business Goal Roundtable, our three-month in-person short term goal achievement program which is producing amazing results for the pilot group. I'm proud to report that our unique Business Reconnaissance Program was featured on ABC News Now in their small business segment on March 26th, http://primestrategies.com/brp_pressrelease. We have created a corresponding one-hour Teleforum, "Your Business and Technology Questions Answered" to help you focus on getting your business to the next level. See details below on how to participate in both of these.
The April Lunchtime Telephone Roundtable features Guest Expert, Steve Shostack, a specialist in helping clients make their web site and other customer interfaces better meet their customers' expectations and needs. His topic is "Designed with your Customer in Mind": How to improve your website (and profits) for little to no cost. Join us and learn what you can do.
I was prompted to write the April Feature Article, "Give Them What YOU Want", after reading John Warner's story of the stranger who gave him the secret to his business success. It's so simple you'll wonder why you haven't used it before.
There's a lot of energy generated around this month's events. I invite you to participate in the events you find attractive. Do check them out and sign up for something. The Telephone Roundtable and the Business Reconnaissance Teleforum are offered at no charge.
I'm also looking for an audio editor to help me create a CD of the Roundtable Highlights. I would consider someone who is a good amateur looking to go professional. Send me the name and contact information for anyone you can recommend. Much appreciated.
To your success,
Marian Banker
Publisher
Small Business Leader
marian@primestrategies.com
www.primestrategies.com
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FEATURE ARTICLE:
Give Them What YOU Want
John Warner, CEO of www.stopworking.net tells a story about a total stranger who gave him the secret to which he attributes his success. The following is excerpted from his story and is spoken by the stranger.
"You are your market. Whatever you want, there are millions of other people wanting the same thing. That elusive Home Business you are looking for is the product millions of others are also looking for right now.
All you have to do is create the Business you want to buy, the Business you yourself have been looking for. Once you have this Business, what would you want the sales message to say so that you know this is the Business you have been looking for?
If someone else were marketing this Business, what would you want the ad to say, what would get you to sign up? When you have the answer, this is the ad you want to create.
See that business across the street? Pizza. I could triple the business that place does inside of 10 minutes. All I would do is walk into the business as a customer. I would sit there and imagine all the things that could be done to me that would make me a loyal customer to that business for life. What could they do for me that would make me feel this way?
Once I had the answers to that question, I would implement them across the board. Every customer would be treated the way I had imagined. And without any doubt whatsoever that business would triple the profits it now makes.
What I am telling you has power undreamed of. The simple words used to describe it cannot contain it, does not do justice to it, and has been prostituted by blabber mouths who let wisdom fall off their lips with not even a single brain cell grasping what they are rambling about.
What I am telling you is Law, not man's Law, but the very Law of nature herself. It's the way things work and those who truly understand it rise to the top in every field known to man.
What people don't understand is that it applies to everything. This secret can be applied with virtually every step you take, everything you do, every word you speak and everyone concerned profits by it.
If you are a writer, write like you would like to be written to. If you are a salesman, sell like you would like to be sold to. If you are a speaker, speak like you would like to be spoken to. If you want more love, then love like you would like to be loved. If you want more friends, be the friend you would like to see.
When you infuse everything you do with this secret it takes on a magical power. Businesses dominate the market, books become best sellers, leaders attract huge and loyal followings.
Those are great questions to think about every time you do or create something. You will get into the hearts and minds of everyone who comes under your influence if you will first think how you would have it done to you.
This one simple secret is the answer. I always ask myself, how would I like to be treated by this company? What would I like to see? What would I like to get? How would I like to be dealt with?
Those simple questions are all you have to answer. When you do get the answers, put them into action and watch what happens."
John believes this is the key to his success. I think we've all seen this work from time to time. Most of us just don't use it as the primary guiding principle in how we operate. Look at your customer service practices. Do you treat customers and prospects the way you would like to be treated? Are you providing a service or product you would want for yourself? Are you telling people about it in a manner that you'd clearly understand?
I want opportunities to show what I know and what I can do, I want to put myself in the company of my target market (or those who can refer me to my target market) and I want to compare notes with others in similar situations. Like John, I try to provide for others what I want for myself and what I hear that others like me want. In providing what I would like for myself I attract those who want the same thing.
When I meet someone new I like to ask myself, "knowing what I know about his person, what would I want if I were in their shoes". This helps me ask the right questions. Of course, I still need to learn, by asking those questions, just what it is they want. Now I'm in the best position to give them what they want, if I can.
The lesson in John's story is that we already have the answers to the success of our business. Give them what YOU want and watch what happens.
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Special Program:
Details at
http://primestrategies.com/brp_pressrelease
Business Reconnaissance Program
Business Intelligence (You) + Specialized Leadership (Us) = Winning the Business War (Goal)
It's a battlefield out there. And, no business succeeds alone.
The Business Reconnaissance Program was created to help business veterans take charge, get lean, be strategic and march their businesses to success. Gain the advantage of structure and discipline to take the lead and assure that your business is poised to strike during the economic growth spurt that's just ahead.
The Business Reconnaissance Program uses business leadership and technology coaching to help small business owners bring together their operational, financial and technical strategies to eliminate wasted resources. Are you ready to propel your business to the next level?
Program details at http://primestrategies.com/brp.
BUSINESS RECONNAISSANCE TELEFORUM:
"Your Business and Technology Questions Answered"
Hosts: Marian Banker and Lena L. West, creators of the Business Reconnaissance Program
Here's a chance to start to take your business to the next level! This teleforum is specifically designed so that you can ask and get expert answers to your most urgent business and technology questions. After the teleforum, registered participants will be eligible to receive a complimentary, one-on-one, half-hour consultation that will address issues specific to their business.
Tuesday, April 27, 2004, 1-2 pm, EST
There is no charge for this teleforum.
To register for the teleforum and receive the call-in number, send an e-mail to marian@primestrategies.com with the Subject as Teleforum 4-27-04.
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Quote:
To get customers to listen, you must give them a dramatic reason. A study of over 901 marketing messages for new products found that when the sales messages specifically stated the product's point of difference, those brands were 52 percent more likely to survive for five years or more than those that were less overt.
From the book, "Meaningful Marketing", by Doug Hall, http://www.eurekaranch.com/books/
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April Lunchtime Telephone Roundtable
Moderator and Discussion Leader: Marian Banker, MBA, Business Leadership Coach
Topic:
"Designed with your Customer in Mind"
How to improve your website (and profits) for little to no cost
Date: Thursday, April 22, 2004, 1 to 2 p.m. EDT
There is NO CHARGE for the Roundtable.
To register and receive the call-in number,
send an e-mail to marian@primestrategies.com
with the Subject as Roundtable 4-22-04.
Guest Expert: Steven Shostack, has 9 years of experience designing websites, software and equipment to be more user-friendly for consumers as well as for NASA astronauts. Mr. Shostack founded Ergonomic Innovations, Inc., to help companies make their websites better able to meet the needs and expectations of their customers and prospective customers. Additionally, Mr. Shostack performs ergonomic computer workspace assessments so people can work more safely, efficiently and free of pain.
Do you know how successful your customers and prospective customers are in using your company's website?
Do you get a lot of traffic to your company's site but notice that prospective customers leave just short of completing a purchase?
Have you noticed that people often make mistakes or commit errors while using your products?
Steve will show you how to use site design to better position yourself to meet your customers' and prospective customers' needs and expectations. Happy customers return again and refer others. In most cases, these design improvements will even pay for themselves.
In this one hour interactive teleconference you'll learn:
That there's more to designing your company's website or software than just hiring a programmer.
How to design your company's products to meet the needs and expectations of your customers and prospective customers.
How thinking about your customers and prospective customers needs within the earliest stages of design will cost you a little money now...but will save you lots of money later.
What things to look for when selecting a vendor to evaluate your website, software or equipment.
Here's just one of the many Testimonials about our popular Roundtable.
"I got exactly what I needed. I've been putting off making calls about my seminars because I didn't have a script, and didn't know what to say. Now I have a perfect script and I've already made two calls and have 2 appointments!! Thanks, Marian!! The Guest Expert was GREAT, and also the other helpful comments from Roundtable members."
Carol Andrus, Speaker/Author, "Fat Free Writing".
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Special Program
"Business Goal Roundtable" Next one starts Monday, May 10, 2004, 5:30 p.m. to 7:30 p.m.
Would you value the brainpower and support of other small business owners helping you achieve your most urgent and important goal?
If so, join the next Business Goal Roundtable.
"As I mentioned on the [Roundtable] call, I am a member of Marian's real-world business roundtable and I have found it incredibly helpful!! In fact, as a result of some of the strategies I learned from Marian, March was a great month for 15SecondPitch. We got a mention in the Financial Times and I was invited to be the guest speaker at the National Association of Women Business Owners breakfast last week."
Laura Allen, 15SecondPitch
"If you like our Telephone Roundtable, you'll LOVE our monthly face to face Business Goal Roundtable!! This in-person Roundtable brings you together with five other business owners, each of whom is working on a short-term critical business goal.
The objective of the series is for you to achieve your chosen goal in the specified time period (3 months). To do that you must strategize and plan your best course of action and tactics. The Roundtable members and leader will help you stay focused, structured and accountable -- and cheer you when you reach your goal.
The next Business Goal Roundtable starts on Monday, May 10th, 5:30 to 7:30 p.m.
Special Promotion - Sign up with a friend and you each get a 25% discount. Details at http://primestrategies.com/bgrt
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Articles:
Think Before You Speak
Laura Laaman shares stories you'll relate to and exemplify some of the same principles mentioned in this month's feature article.
http://www.bizjournals.com/extraedge/consultants/sell_more/2004/03/29/column112.html
Don't Demotivate
Ask yourself how you would feel if you were treated like this. Joan Lloyd has fun with her tongue- in-cheek list of actions guaranteed to produce a negative result.
http://www.bizjournals.com/extraedge/consultants/at_work/2004/03/29/column108.html
Word To The Workaholic
Think you have to work 24/7 to achieve your goals? Read how Kelli Greene, founder of Pacific Data Designs, a $3.7 million storage company in San Francisco, clocks a mere 25 hours a week. Her company not only made last year's Inc. 500 list of America's fastest-growing private companies, she has achieved the financial and personal independence she envisioned when she set up her own shop.
http://www.inc.com/magazine/20040301/trends.html
Delegate To The Universe
Got a problem you've been struggling to solve? A new project that you haven't been able to launch? A big issue you're unsure about how to resolve. Delegate it to the Universe. Read Michael Angier's article, "How to Solve Problems in Your Sleep", and see what he means.
http://successnet.org/articles/angier-sleep.htm
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ABOUT THE PUBLISHER:
Marian Banker has been publishing Small Business Leader since January, 1999. Her focus is on bringing to the busy entrepreneur a quick look into the current world of small business from the perspective she's gained from coaching, consulting and training entrepreneurs in both service and product based businesses.
Marian offers individual coaching, business support groups, seminars and workshops on topics of critical interest to small business owners. Her monthly Lunchtime Telephone Roundtable has proven to be a popular way for business owners to come together around a specific business topic without leaving their office. See notice about this month's topic in the content above.
To learn more about her services, visit www.primestrategies.com.
FEEDBACK:
Your feedback is always appreciated. Please write to marian@primestrategies.com.
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COPYRIGHT 2004 SMALL BUSINESS LEADER
A publication of Prime Strategies, 333 East 23rd St., New York, NY 10010
http://www.primestrategies.com
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Small Business Leader is published the first week of each month. You are receiving this message because you have specifically requested it through our web site or requested to be subscribed by e-mail. In addition to the monthly newsletter you may receive invitations and special offers made available to our subscribers. We will not share your e-mail address with any third party.
Of course, I'm open to your including my content in your publication with proper credit. You must, however, obtain my written permission first. Thanks!
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