Adapt Your Language To Close More Sales

March 19th, 2010

You probably don’t talk to children in the same manner as you talk with adults. Your conversations with close personal friends are likely more intimate than those you have with professional colleagues.

Well, the same holds true for the language you would use to speak with corporate executives as opposed to their employees.

You need to identify the audience you’re working with and the environment you are working in, and then adapt your language and approach accordingly. The areas you focus on and the phrasing you use with end users won’t be the same as those you use with the decision-makers.

You need to understand who your client is and be very clear on what your message to that client is.

The words you use to attract the buyer – the company or the corporation – may be precisely the right words to persuade them to sign on for your services. You may offer them statistics about how poor feedback costs companies a lot of money, how aspects like ineffective meetings waste company time, or how poor communication and personal issues lead to low employee retention rates.

But, these are not the same words you would use when delivering your service to the end user. You don’t want to portray them in a bad light. Essentially, you’ve got two clients. The language that you use to sell your service at one level should be different from the outline of the training that you distribute to the staff.

It’s very important to have that awareness. What is going to motivate and excite the end user – the staff member – does not have the same value or criteria as what inspires the person who is signing the checks. You need to have the flexibility to understand what’s important to both groups and then separately speak to each group in way that motivates them.

The end result is the same for both. Ultimately your objective, and obligation, is to help to improve the company. And you are making life better for the person that attends your course or workshop.

If, for example, you know you can help companies improve the effectiveness of their staff meetings, you would present this to them in a different manner than you would to the employees who conduct and attend those meetings. Everybody wants to participate in more effective meetings, but everybody also wants to blame the ineffectiveness of their meetings on someone else.

In the language to promote the course to the company, you might cite statistics about how ineffective meetings waste X amount of money. You can even evaluate the cost of meetings. One unnecessary meeting could cost an organization thousands of pounds. Then you would sell the specifics of what’s covered in your course.

During the course, your focus wouldn’t be on the cost of meetings to the company, it would be on how employees can make sure meetings stay on track, how to handle confrontational situations or deal with difficult people. The focus would be on making the best use of staff members’ time and talents.

So you are, in essence, presenting the same thing – in this example, a course or workshop – to two different audiences. But, you can certainly structure your language and approach so that it meets with everybody’s approval.

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Adapt Your Language To Close More Sales

Your Million Dollar Idea Can Come True

March 18th, 2010

If you’ve got what you think is a million dollar idea, then that million dollars is already there waiting for you to receive it. If you have a need or a desire for a specific amount of money, that amount of money is already there for you.

Does that sound too good to be true?
Are you programmed to see the money and opportunity in front of you?
Do your beliefs allow you to perceive what is possible?

The universal law of polarity essentially states that everything in the universe, tangible and intangible, has an opposite side to it. So, it logically follows that if you have a need or a desire for a specific amount of money, that amount of money must already be there for you.

Once you have a profound understanding of the law of polarity, the door will crack open and allow you to accept a truth that was previously inconceivable to your mind. You will be able to see and achieve things that were once invisible and inconceivable to you.

You don’t have to think in terms of a million. Put whatever number on this that you want to put on it. But if you want it, that money is already there.

Your belief system may not be allowing you to accept this principle right now. If your initial reaction is skepticism and disbelief, that’s not unusual. Your beliefs control your perceptions. Once you alter those beliefs, you can take better control of your physical perceptions. Then you will see that the money is, indeed, already there.

Let’s use an everyday real-life situation as an example. You have a bill that needs to be paid, but not enough money in the bank. You need to find the money to cover the bill.

The first order of business is to be clear on what that amount of money actually is. There is generally a difference between what you need and what you think you need. Break down exactly what you need. This eliminates some of the fear of the unknown. Write down the exact amount of money that you need.

Then apply the law of polarity. The money must be there because you have a need for it. But, how is it going to get to you? Write down every idea you can come up with as to where this money could possibly be.

It could come from a bank loan. It could be from some business opportunity. The money could come from something that you’re going to sell. A friend or family member could loan it to you.

It really doesn’t matter where the money comes from. What does matter is that you write the ideas down and act on each and every one of them, all the way through to the end.

You will discover that the money is indeed there. Just be careful not to trip yourself up. You might consider applying for a bank loan and simultaneously think that you don’t have enough credit for the bank to give you a loan. You might be reluctant to ask a family member. In an instant you could literally talk yourself out of the universe bringing you that money.

Your mind can do powerful things that can work both for and against you. Use its powers to your advantage.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Your Million Dollar Idea Can Come True

Finding Your Market

March 17th, 2010

When you’re just starting out in business, one of your biggest goals is to develop the much-coveted client list. That grouping of potential clients to whom you want to market your product or service.

While it’s very nice to already have an existing list to work from, don’t worry if you don’t have a list right now. I myself didn’t start out with a big customer list. Remember, we all have to start somewhere.

There are still plenty of ways to find the market you want to address. As you implement each one, your list will automatically develop and grow.

1. Set aside your preconceptions
If you think you already know who your market is and what they want, you will miss obvious opportunities. Clear your mind of its preconceived notions and your options, and your list will expand tremendously.

2. Listen
The first area you should focus your attention on is listening to the people around you. Hear what people are complaining about and zero in on responding to those complaints.

Think about all the opportunities you have to listen to people’s gripes and grievances. Visit forums. Participate in networking groups. Then, really listen. What are the members worried about? What are they asking questions about?

Look for the patterns. Look for the issues that come up again and again, and that fit your area of expertise and your interests. You may find a market right there under your nose.

3. Survey.
As people begin to show interest in your product or service, delve a little deeper to see what is attractive or important to them. If they visit your web site or sign up for a service or purchase a product, include a second page where you ask them a question. For example, if you are offering a teleseminar, asking for their name and email address will build your contact list. Then, ask them to take a brief survey before the transaction is completed so you can grow your business from the input of your existing clients. Your lead-in page could say something like, “Congratulations! Your registration is almost complete. But because I want to make sure the information I’m covering is most relevant to you, what is your biggest question about…”

4. Present yourself as a leader.
No matter what your area of expertise, being the leader in your field is the best way to sell your products and help your clients. Listen to the market. Pay attention to their needs and problems .Once you identify those needs and problems, establish yourself as the leader who provides help and answers.

Right now, within a ten-mile radius, there are people struggling and suffering with problems that you can solve. By listening to them with an open mind, and finding out their needs, you will find the market that needs you to lead them toward resolution of their problems.

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Finding Your Market

Improve Your Capacity To Receive

March 16th, 2010

How good are you at receiving? How much experience do you have with receiving money? Logic dictates that the more experiences you have, the better a receiver you will be.   Your current financial circumstances are merely a reflection of how much you’ve been allowing yourself to receive up until now. To increase your income by becomming a better receiver, you need to create continuous opportunities for people to give you money.   It’s up to you to create those opportunities.

One way to create those opportunities is to put structures in place that allow you to receive money 24/7.  Set systems in place that allow you to make money while you sleep.  For example, by offering products and programs on a web site, you are increasing your ability to receive.  You are giving your prospects and clients the means to give you money.

If you don’t have simple and continuous methods for people to give you money, your capacity to receive is only as big as a pinhole!   You need to turn your receiving pinhole into a wide open chasm and watch your income soar …

Here are a few things to consider:

•    Do you have an ecommerce website yet?

•    Are you in a position where someone can come to your website and find out about you?

•    Can a potential client book a session with you and pay for it on your website?

•    Can potential clients buy something on your website, right then and there?

•    Do you have a way for clients to automatically pay you for your product or service?

By implementing these elements in your business you will increase your capacity to receive, and in turn increase your income.

I’ve often talked about mindset and how it is so important to work on yourself from the inside – to analyze why you are limiting yourself and your capacity to receive.

Well, today I’m asking you to also work it on the outside? How about putting that external structure in place to be the metaphor for you becoming a better receiver?”

Think about how much you have been allowing yourself to receive, but don’t stop at the thinking. You need to act on it. Take the next step to implement the necessary structures in your business. Don’t just analyze.  Thinking and talking about receiving and how you can improve, won’t be as effective as doing something externally. You may hit obstacles along the way but with persistence, the right support, coaching and advice you will succeed!

Yes, work on the inside but also work on the outside.

Continue to step up through those obstacles until the elements for you to receive are in place. Get the advice and expertise you need to make it happen!

Improve Your Capacity To Receive

Authentic Selling Secrets

March 16th, 2010

How to be yourself, have fun and sell a ton on stages and teleseminars!


I want to introduce you to a friend of mine, Lisa Sasevich, also known as the Queen of Sales Conversion.  She’s about to rock the “speak to sell” industry AGAIN with her BRAND NEW teleclass!

Wednesday, March 17th, 2010
9pm UK * 2pm Pac * 5 PM East

Lisa is going to reveal a BIG AH-HA she recently had about what she REALLY did to sell over 7-figures speaking last year (and it’s the OPPOSITE of what you’ve likely been taught!)

Here’s what you’re going to learn on this revealing free call:

• Discover the ONE THING Lisa did differently than everybody else that caused her to not only have a 7-figure year but ALSO enjoy the most amazing clients. (She did the opposite of what you’ve likely been taught to do when you speak-to-sell…and it worked!)

• EXACTLY what you need to have in place to putting together a life-altering talk that feels GREAT to share without giving away the store! (AND has your ideal clients WANTING to invest with you.)

• How to instantly create hunger and desire for your products and services without being “salesy”

• Lisa’s BIG secret to attracting 100% of EXACTLY the perfect clients and none of the, well, not-so-perfect ones

• A simple technique that Hollywood uses to capture attention and sell tickets all the time that will work for you too!

And much more….

Here’s the link to reserve your spot in this complimentary teleclass…

http://bit.ly/sellingsecrets

Best Wishes,

Bernadette Doyle
www.clientmagnets.com

Authentic Selling Secrets

Create Your Winning Team

March 15th, 2010

When planning how you’re going to outsource, it’s helpful to draw an analogy from personal relationships. If you’ve got a life partner, it’s unlikely that that life partner meets all of your social needs.

Perhaps your partner doesn’t have the same interest in art that you do, or prefers to stay indoors while you go hiking. You probably still have friends that you go to the cinema with, or to art galleries or the museum. It’s almost like you build up a team of friends to fulfil the different needs of your life.

Just as we have different people in our life that resonate with different parts of us, it’s the same with business. It’s unrealistic to expect that just one person will be able to fix everything. You’re going to get frustrated because you’ll end up with a person who is good at some things but weak in other areas.

When I started my business, I had a list of tasks that either I didn’t want to do, or that were not cost-effective for me to do. But one of the things that I did wrong was to try to find one person who could take over all of the tasks. Instead, what I should have focused on was to build a team of people around me who could assist my business.

You need to remember that business is a team sport. You should think about the tasks you want to outsource, and match them to the right people. You need to build up a team of assistants to look after the many aspects of your business. This is what I call my “virtual team”.

Outsourcing to teams allows me to be more flexible. I used to outsource transcription of my teleseminars to an individual, but whenever she got a backlog of work or whenever she was on holiday, I had a delay in getting transcripts back. I like to get transcripts of teleseminars up ideally within a week of the teleseminar, so I decided that would work better if I could hand it over to a team of assistants, rather than one person.

This doesn’t mean that you can’t have one person with whom you work more than any other, or who helps run your team of virtual assistants. You just need to make sure that they don’t become indispensible for your business.

Right now, I have a team of virtual assistants around the world who work for me without me having to do it myself. The beauty of it is that even if my key person were to leave, I wouldn’t be left high and dry. We have a manual that I can hand over to the next person that explains how my business operates.

The other important message is not to think that a “virtual team” only applies to a small business. Eben Pagan runs workshops around building virtual teams, and has built a large business around the idea. The interesting thing is that while he has a virtual team of 80 people and his turnover is $20 million, he doesn’t have a company office. So he has the benefit of 80 people working for him, but his business doesn’t have the huge overhead that comes with providing office space for them all.

Your ultimate goal should be creating a team around you that would allow you to action today’s ideas tomorrow.

So create your team and start scoring some goals!

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Create Your Winning Team

Create Irresistible Products

March 14th, 2010

“I want to buy that.” This is the immediate reaction you want people to have when they first see your offering: You want them to have that reaction before they even know the price.

To make that happen, you need to create products that are irresistible. There are a few universal principles to develop truly appealing products.

1. Find a hook. Recognize the “miracle cure” the public is looking for, and present your product as the closest thing possible to that miraculous fix.

One example is Yanik Silver’s Instant Sales Letters product.  Yanik has achieved great success with this product. They are his “miracle cure” for people who need to create effective sales letters, but don’t have enough time to write them. So he put together some fill-in-the-blanks templates to make it easy to prepare sales letters.   Of course, clients may have to do some tweaking to make a template work for their specific purpose. But the point is, they work.  Even if the template needs to be revised, they’ve still got a Sales Letter. And that is very attractive to people with little extra time.  The Instant Sales Letter product is a hook for them – the “miracle cure”.

2. Focus on the content first and the format second.

When you are planning your content, think about what you’re going to cover rather than how you’re going to cover it. Don’t decide that you are going to offer an e-book or a teleseminar until you know what information you will be including.

The format should be secondary. It should be based on what makes the most sense for your market, and what fits best with the product.

As you are mapping out your content, outline everything that your product will cover. You don’t need to include every single detail you know about the topic. Include the information your prospect needs in order to get the results they want. Include the detail that will get their immediate attention because you’re providing the solution they need.

Brainstorm all of the things that your end user will need to get the results that your product will deliver. Write the question “what will they need” in your journal, or put it up in your office. It will act as a prompt for your subconscious mind to come up with the answers.  Use can these answers to create your outline.

3. Use the “why-what-how-what if” format.

Why is each particular point important?
What is the specific item or step in the process?
How will the user implement it?
What if things don’t go according to plan?

Using this format helps you to bring the pieces of your product together.  It allows you to edit as you plan. You are assembling what you already know, putting it together quickly and editing it quickly into a usable format.


4. Be flexible and open to the fact that your outline may change.
That’s okay. You will still have the main outline, the “bones of the structure”.  You can always move the main elements around until you get the right fit.

5. You don’t have to create your product in the order that you’re going to deliver it.

Create your product in the way that will allow you to get it done quickly. Start with the areas that are easiest for you. That will give you some momentum to keep going with the more challenging elements of your product.

Once you’ve paid careful attention to these points, you will be able to quickly create a product that clients will be clamoring to buy because it resolves their needs and wants.

Use these steps to get started on creating your irresistible product.  Give your clients what they are asking for, give them what they WANT!

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Create Irresistible Products

Establish Need and Greed with Your Free Report

March 12th, 2010

“The purpose of marketing is to make selling obsolete” said marketing icon Peter Drucker. If you are seeking to increase attendance to your live events, your goal should be to have prospects seeking you out to sign up, not the other way around. An effective marketing technique which accomplishes this precise goal is the free report.

Write your Free Report as a Sales Letter in Disguise
When the content of your free report is so interesting that the reader cannot put it down, they have likely become so caught up in the content that they didn’t notice that they were being sold to. A master of accomplishing this feat is Richard Schefren, who so clearly accomplishes this in his Internet Business Manifesto. His manifesto effectively works as a sales letter in disguise. How does he accomplish this? He follows the rule of thumb; he establishes need or greed in the eyes of the reader.

Establishing Need in the Eyes of Your Reader
One proven method of selling is to satisfy a consumer’s need. But, how can you accomplish this within a free report? The first step is to help identify the prospect’s need. If you are offering a course in time management, your goal in the report will be to discuss case studies of individuals and professionals who have dramatically improved their lives by implementing time management techniques. By building a clear need in the prospect’s mind for time management techniques, you can offer your solution as the answer they need.

Establishing Greed
The other angle that you can take is to establish greed. When a prospect salivates at the success possibilities outlined in a free report, they often strive to find out how they may be able to accomplish the same results within their own lives. To establish greed, share stories, testimonials and results that can be achieved with your system or by attending your seminars.

You don’t always have to limit your examples to existing clients, or even individuals who have attended your seminars. For example, if your seminar provides valuable time management techniques and you happen to know that Alan Sugar utilizes this exact technique, you can mention legitimately, that “This is just one of the things that Alan Sugar, powerful leader, has used to help him build an 800 million-pound business.”

Consider examples you can draw from to include within your free report to build credibility and to establish greed among your readers. This is especially important when you are just beginning, as you will not have the wealth of stories and examples of which to draw from. But, this fact does not have to limit you. Build a powerful association with your techniques and teachings by including relevant stories into your report.

So, you can utilize your free report to establish need or greed. As you sit down to map out your free report, ask yourself, “What can I include in my report to get people recognizing that they need the ongoing solution that I am going to offer to them?” Or, ask yourself, “What can I be adding into my free report that will get people excited or inspired regarding the possibility of acquiring and mastering the techniques and skills that I will be teaching to them?”

Answer these two questions as you create your report content, and you will be creating a powerful and effective marketing tool.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free with invaluable tips and advice on how to attract clients with ease. Register at http://www.clientmagnets.com

Establish Need and Greed with Your Free Report

True Personal Value Increases True Market Value

March 11th, 2010

What’s the one thing that you excel in, but you never had to go to school for, attend a seminar for, or sweat your way through testing for?  Do you have a talent that you can’t remember learning, and that was never a struggle for you?  Something you would do for free, just because you enjoy being good at it?  That’s your true value.

Often, it’s easy to believe that if something is easy for you to do, then surely, no one else can benefit from it, or would want it.  We’ve been conditioned to believe that we can only use the things that we’ve worked for, or paid for, for profit.

What’s important to remember here is that what comes easily for you might be highly valuable to, and worthy of payment from, other people.

My friend Veronica is a good example.  Before I had assistants to help me with administrative tasks, my desk was a paperwork wasteland.  When Veronica called on me, early in my career, she found my desk buried beneath a clutter of papers.

Veronica tackled my messy office, and in what seemed like the blink of an eye, it was transformed from a disaster zone to a well-organized, functioning space.  My wonderful friend had offered her true value, her talent, to me in a way that not only helped me, but left me awestruck with her ability.

Organization is not impossible for me, but it’s not easy, either.  Tears of gratitude filled my eyes when Veronica had finished with my office space.  The value that she presented me with was immeasurable.

As I explained earlier, sometimes it’s difficult for the giver of true value to understand the impact they can have.  Veronica seemed taken aback with my pouring out of emotion.  She looked at me, as if to say, “What’s the big deal?”  She had difficulty accepting my thanks.

You can help yourself to market your true value when you:

• Identify your inborn gifts and talents; the things that come easily to you.

• Combine those true values into a package that you can offer to the world – something unique that offers significant benefit.

• Identify a genuine need that can be fulfilled with your true value.

Now, this might seem like a speech you got back in grammar school or high school, but it’s still important to remember:  don’t choose paths because they’re “cool,” or because they’ve been successful for others.  You’ve got to stay true to you.

Don’t think that your abilities are insignificant just because they come easily to you.  In fact, your thinking should be moving in the opposite direction.  You were given your talents by God for a reason.  When you use them purely and fully, you automatically offer something that cannot be duplicated by another.

Because you are unlike any other person on Earth, your unique abilities can be combined to equal a unique contribution.  Everyone’s looking for the next big thing.  Seems to me that if you want to find something unique and valuable, you need only to look inside yourself.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter with invaluable tips and advice on how to attract clients with ease – register at http://www.clientmagnets.com

True Personal Value Increases True Market Value

It’s Time To Step Up!

March 10th, 2010

Do you ever get that “I’m almost there” feeling? You only have a couple of things left to figure out and then you can take that first step toward starting, growing or building your business.

It’s an exciting feeling, but almost isn’t quite good enough, is it? If you wait to figure out exactly how your business is all going to map out, if you’re waiting for that perfect time, if you’re waiting to have everything in place to take that next step – think again!  If you’re waiting you may never take that first step. While it’s certainly good to have a rough idea, the chances are your carefully laid plans are going to change. They will be influenced and shaped by a number of things.

Give yourself the confidence to just get started by knowing you’ve addressed the most important aspects crucial to the success of any business.

•  Make sure that you’re delivering something that the market really wants. No amount of promotion in the world can compensate for a dud product or idea that the market does not want. Focus on the product, service or program that’s guaranteed to succeed before you even think to start to promote it. If you’re almost ready to take that step, you should have already done this research and exploring to make sure that you’re delivering something that is sought after, wanted, and demanded in the marketplace.

•  Spend the budget you have wisely. You should not have to invest £5,000 in a product that’s sitting in your warehouse. You should not have to invest £5,000 in a website or in an ad in a newspaper or in a magazine to get going.   The best way to spend your budget wisely is to focus on a group of people who have a problem that you can solve, and then offer to solve that problem at a price. With the right training, mentoring and research you’ll learn to spend your budget with a marketplace that you’ve got an affinity with.

•  Knowing your market is another crucial component to your success. Who are your customers? You need to know who will be fueling your business.  Are they a group of people that you enjoy helping and enjoy spending time with? You’re going to be spending a lot of time with these people, so it makes sense to pick a group that you enjoy working with and you’ve got an affinity with.

•  Think like the unique, one-of-a-kind original you are. The world is crying out for your know-how. Your unique combination of expertise, experience and talents are badly needed and wanted by some group of people somewhere in the world.

•  Be what you say you are. Demonstrate credibility. Don’t set out to be a weight loss coach if you’re a stone overweight. Would you entrust your business to a financial adviser who has credit problems or a marketing coach or business growth coach who can’t market their own business? Of course not.  So be sure you’ve thoroughly explored your abilities, and even ask opinion from those who know you. Often people can see in you things that you can’t see in yourself.

•  Have your entry-level products or services ready to go. These are the things most demanded, most needed and easily recognized by the people that you’re targeting. They will help you to fulfill a promise and give customers a chance to sample you.

•  Plan out your premium product, program or service. This is the offering for those who want only the best; where money is no object.  Without it, you’re putting a cap on your income. People normally price at what they think other people are willing to pay, and then they figure out what they need to include in their package to justify that price. Think about planning your products as if money was no object. It’s so much more effective and it better serves your clients.

•  Promoting your offering involves knowing how much it is going to cost and how can you sell it.
Know where the people are who are willing and able to pay for what you’re offering and know how you can reach them.

Take that first step toward building your business with complete confidence.  You already have what you need and now is the perfect time for you to take action.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

It’s Time To Step Up!