Tag Archives: business development

The Number 1 Valentine Business Mistake

Valentine Business 2013 Ross Kingsland

“What can you do to make people love your business a bit more?

This was the beginning of a terrible blog written by a “business consultant” who I will not embarass by naming them. The blog entry proceeded to describe many different ways and tactics for making people fall in love with their business.

I HAD to reply.

If nothing else, incase any poor guided person actually believed what had be written as sound business advice.

“If you are serious, it helps to change your perspective.

Fall in love with your clients first.

When was the last time you met someone special in your life and said to yourself – how am I going to make them love me?

If you use that approach the results will be the same in your personal life as in business – short lived and unfulfilling.

If you want to be loved – give first. Unconditionally. Do not expect anything in return. Do not do it to receive something in return.

That by definition is a transaction and will always be measured. If you do not meet that measurement the “relationship” is over.”

Make someone love you?

You can’t “make” someone do anything! Let alone fall in love with you.

Sadly many marketers and business owners are too quick to fall in love with their product, their business or brand.

Client don’t care about that. Why would they?

Instead be curous, Be interested in them, Love them

……and they will love you back.

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Not All Marketing Is Created Equal

Tell me if this conversation sounds familiar –

“We tried that but it didn’t work so we haven’t tried that again”

Imagine if you had a baby who saw everyone else walking around upright on two legs and tried to stand then walk….. but fell over. Do you think they have the same thought process?

I regularly hear of businesses large and small who try a marketing tactic and do not get the result they were hoping for and form a quick belief that because it didn’t work for them, it’s not worth investing further in it and look for an alternative.

Marketing has never been more powerful or influential in generating and increasing sales to a business. It is a Formula One car.

The only problem is – not everyone is a Formula One driver.

As I write this I am imagining that you can drive. However, would you be able to win the Monaco Grand Prix if you had a Formula One racing team?

Two factors will determine your success.

How well you can drive a Formula One car and how well you know the track and opponents.

In other words – exactly the same as marketing.

When you hear of companies making incredible business growth a lot of it is developed through the same marketing activities that every business has at their disposal. The difference – they know how to use their marketing Formula One car and they know the track and opponents better than anyone.

3 Step Formula For Selling Anything Online

So, let’s imagine that you have developed a trusted relationship with your clients. You have led them through a process of demonstrating trust in your services or products but they don’t know what to do next.

All modern marketers live by the philosophy that you can always improve the effectiveness of your marketing through split testing.

And this is because the market changes so rapidly that we have to keep testing to find what works.

The biggest problem in online selling

Business owners and marketers have struggled with how to “pitch” online with variable results.

Worse case scenario: they have no strategy how to write an offer.

This is dangerous. You usually only have one chance and you can never go back and take the client through the process again. You are losing money at the final hurdle, the last step and it could be easily avoided.

This formula works consistently and across every industry because it is based on psychology. Don’t let the simplicity fool you. It works.

  • Here’s what I got – state what your product or service will do for them
  • Here’s what it will do for you – benefits on a superficial, psychological level and at a deep meta message level
  • Here’s what you need to do next – specific instructions coupled with psychological influencing strategies.

I have mentioned psychology several times during this because the formula without psychology will work. Add psychological influencing principles and your conversion rate increases considerably.

But do not read this idly. Test it against your current page. Only through split testing your web pages can you develop the most converting page for your website.

Profit Builders: Do You Have Customers Or Clients?

It’s interesting how we position our selves, products and services often without realising the impact of what is happening and the subsequent effect to our business.

To use one example:

Around your office or business, do you use the word customer or client?

Although this sounds like a very small difference the effect on your relationship with them is dictated by this.

To understand this we can use the Webster Dictionary

Definition of “Customer“: one that purchases a commodity

Definition of “Client“: one that is under the protection of another, a person who engages the professional advice or services of another

Consider what the impact of this really is.

If you have customers, the position that you are adopting is that they are purchasing commodities. Commodities are abundant, replicable and replaceable. If your business perspective is based on this, how do those customers then view you offerings?

It becomes very difficult to differentiate yourself, charge a premium, develop loyalty to you if that is also their perception of you – a commodity provider.

Conversely, by using the word client in its place your whole perspective changes. You are now a trusted advisor to them. You have their best interest at heart – above your own.

And what happens to you in the eyes of the client? You become trusted, they show you loyalty, you are irreplaceable, you are needed.  Your purpose is to give your clients the best short term and long term results and benefits.

That may not sound like much of a strategy for increasing profit but look at it from the other side.

You will never let they buy less than they should, or at least you won’t be shy about offering and recommending, if appropriate, that they buy more because you have their best interests at heart.

Imagine that you were a doctor. You have a duty of care to your clients (patients). If someone who was sick came to see you and at the end of the consultation they ask which medicine of the two you recommend. It is your duty to recommend the medicine that you believe will give the most benefits and fewest side effects. Or would you let them take the “cheaper” that may have more side effects with fewer benefits?

Customers will see you as a commodity provider.

Clients will see you as trusted advisors.

Test: How Far Will You Or Your Business Grow?

One of the most frequent questions that I am asked in my group coaching, workshops and talks is this: Why can’t I grow my business or career – I’m stuck!

Rather than try to give an answer for the individual I ask everyone to do this quick exercise to find out what’s happening.

Every time people do this they discover the key piece that is missing from the puzzle.

This literally takes 3 minutes.

One Rule: Be honest to yourself and Dont read the Correct Answer until you have answered the question

  1. Get a pen and paper
  2. Look at the island at the top of this post. You have given permission for me to take you to this island. Let me tell you a little about the island. It’s warm and sunny with the perfect temperature for you. The sun’s out, there are no animals on the island, it’s a very non-threatening place. If you could imagine a place that you could want to go to, this is where you would want to go. That’s the island.
  3. You’ve given me permission for me to take you there.
  4. Now, there are some rules about going.
  5. I promise to bring you back in 15 minutes, so don’t get nervous about being left on the island.
  6. I would like you to leave your religious beliefs behind. Not that those beliefs are not important or that they add value but for the purpose of the exercise I would like you to put those beliefs to the side for one moment.
  7. I would like you to go to that island and I would like you to sit down on the sand with the waves just in front of you lapping at the shore.

Here’s the question:

  1. I would like you to leave all of your roles in life behind. Leave them with me for 15 minutes. This means that you are no longer a father, mother, son, daughter, brother or sister. You are no longer a person who is employed, managed, directed or has any responsibilities. You are not a person who has achievements or accolades. And remember you can have them back in 15 minutes.
  2. And while you are on the island, sitting there by yourself I want you to rate what is left. In other words, what is left as you are alone on the island without your roles to define you.
  3. I’d like you to take a look at yourself and put a rating on a 0 to 10 scale. 0 being without your roles in life you are completely worthless and 10 being without your roles in life you are of great value and there is the scale inbetween. When you have that number write it down.

The Correct Answer:

………………….

………………….

………………

………….

…..

..

.

.

.

.

.

.

Everyone is a 10

If you put anything less than 10 what’s happened is, is that you have been programmed, conditioned and influenced by the world to believe that you are less than 10.

What you rated just now was your own self identity and self esteem. All that was left on the island once all your roles are gone. So many of us believe that our value is the roles that we have in life. But the  point is this, you came in without any roles and your leaving without any.

Why is this important to you?

The number that you have written down determines the rest of your future business, career and happiness. Big claim right?

How can you use this?

Let’s say you wrote down a number of 5 and you are hoping to progress to a job that is, from your perspective, a 7. All the time you are preparing for it the 5 in you will be saying “you’re trying to be something you’re not” or “you could never do that job” or “you’re not worth that much money” or something else.

Conversely, if you rated yourself as an 8 and are in a job that you perceive as a 5 then you are coasting, and if you are not already, you are probably bored.

This affects you in looking for new jobs or your business also. If Mavis the cleaner loses her job she will probably go and look for another cleaning job, if Donald Trump lost all his millions he would be working to get back to that level as soon as possible.

It’s all a matter of understanding what your self identity is as a starting point, where you want to get to and then developing and implementing a strategy to take you there.

The ideal: You rate yourself as a 10 and you see the job that you are doing as a 10.

It is incredibly rewarding when you make these breakthroughs and I hope this post has helped you towards it.