If one of the top business owners in the world (for example, Richard Branson) took over your business and ran it for the next year and they only had the same amount of money, contacts and time as you had and they could not utilise their name. Would he/she be more successful than you?
If you answered yes, then the questions for you to consider are:
It was great to spend the day away from the office working on the business and getting the opinion of someone outside of the business. I think everyone should do this from time to time.
During the day we discussed the development of ‘business skills’. The truth is that 99% of business owners have weaknesses in their business skills (including myself) and we need to identify and improve these skills.
These skills could include:
Or any number of other skills that you need to own and to manage a successful business.
The key is that as business owners we need to develop those skills, and if we don’t the lack of skill in any one of those areas can ‘bite us in the bum’ just at the wrong time and end our business.
Tip 1 – Luke warm calling
Stop cold calling and start warm, or luke warm calling. Cold calling is hard and difficult. Instead call people you have been emailing, or who you are connected to on LinkedIn etc.
Tip 2 – How to you get past the regectionist
Is about getting past the ‘regectionist’, or the receptionist (as they are sometimes called). This is my script “Hi can I speak to Simon please, it’s Steve”. It is as simple as that. There is often a thought in the receptionists head… Who is Steve? He clearly knows Simon! I should know him! I will put him through. It doesn’t work all the time, but it gets me through often.
Tip 3 – Have a script
Mine is something like this “The purpose of our call today is to do three things. Firstly, for you to give me an update on where you are? Secondly, to find out what challenges you currently have and thirdly to discuss how we can help you. Does that sound fair?”
The key message is ‘test your scripts’ to see if you can improve them.
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Whilst I do not profess to be able to predict the future, there are a couple of things that I am fairly sure will happen in the world of marketing.
The main reason for me knowing about these changes is that they are already happening.
Here they are:
There is going to be an increase in the importance of the use of marketing to mobile phones. Let’s face it, we pick up most of our emails on mobile now and do most of our Social Media on mobile too. I recently also read a statistic that said for the first time over 50% of web surfing was done on mobile. So we need to be good at marketing to mobile phones
The second big change is the use of video is going to increase. The use of video is already really important, but in the future, it is only going to increase. We can be far more persuasive, focused and powerful on video. In my opinion, websites are going to look more like TV stations. You only need to look at some of the statistics around YouTube to know how popular watching video is.
There are many skills associated with being good at selling and many different systems for achieving sales success.
However, there are two fundamental keys to becoming better at sales.
What this video to find out what they are and how they can impact you.
I originally became familiar with his work years ago through, “Influence: The Psychology of Persuasion”. It’s a must read. It gave me useful tools to use for marketing to others. Influencing others isn’t luck or magic –
Influencing others isn’t luck or magic – it’s science. There are proven ways to help make you more successful as a marketer. Scientifically Proven Ways to Be More Persuasive’, a book he co-authored with Noah Goldstein, a professor at the University of Chicago School of Business, and Steven Martin, Director, Influence at Work. The authors “relied entirely on the significant body of research from the study of social influence and persuasion” to suggest ways you can improve outbound messages and office interactions to get the results you want.
The Science behind the Principles “People’s ability to understand the factors that affect their behaviour is surprisingly poor,” Cialdini says. Most people can’t explain why they made a particular decision. But Cialdini can. And being able to identify the underlying factors that influence decisions mean we also understand how to use them to get more positive responses.
Be forewarned, though: The knowledge you’re about to receive shouldn’t be used to push shoddy goods or set unfair prices. “When these tools are used unethically as weapons of influence … any short-term gains will almost invariably be followed by long-term losses.”
Below is a video of Cialdini’s six principles of persuasion.