Saturday, October 31, 2015

How Can You Lure Consumers Into Loving Your Brand?

Our starting point is to be clear as to what we mean by "love for a brand". The love of a brand is more similar to the love of ice-cream than the love for a spouse. Love for a brand is actually a strong feeling of anticipation for something good, pleasant or beneficial that we believe with great certainty that we will get from the brand. It is the anticipation for good experiences, pleasant sensations or positive emotions. Consumers love the M&M chocolate candies, buying at IKEA, driving a BMW, using a Nokia telephone or searching for information in Google, exactly because of the focused and intensive anticipation which they enthusiastically describe as "love". But we, as professionals, need to understand what is behind the verbal descriptions of consumers, so that we will be able to stimulate such feelings. To stimulate anticipation for benefit is a more approachable task than to "stimulate love".

How do consumers "fall in love" with a brand?

Structurally, it happens in the same process as people falling in love with people. Let me describe how this happens. We all have beliefs as to what will satisfy our needs, what will be good for us and will make us happy. In many cases we are not aware of them or are only partially aware. Often they are not phrased in words, but exist in fleeting images and scenarios that we experience by imagination. They form our pre-disposition to desire.
When a brand succeeds in being perceived by us as a tangible realization of our abstract beliefs regarding what will be good for us (the pre-disposition) - the anticipation that the brand will be good for us is the result. The brand is thus perceived as an opportunity to achieve the benefit that we have in our imagination. This is also what happens when we are seduced or fall in love with a partner, and this is also where the similarity between love for a brand and love as the basis for a relationship between people, ends. We anticipate that the brand will be good for us and therefore we want it. The commitment that we have towards people and the mutual pact that exists in relationships can never be formed towards a brand.

How do we create the "Click"?

The process of developing a brand starts with an insight. To reach such an insight we must unearth and interpret the non-conscious set of rules that constitute the pre-disposition of the consumer. There are advanced research tools that help identify this set of rules. They require psychological expertise and advanced interviewing skills and thus they are not commonly used by research firms (The tool that I personally use is called ForeSearch). The insight is only the beginning of the process. We use this to guide the creative process by which we devise a new concept for providing the consumer with a benefit that realizes his pre-disposition. This concept is the basis for the brand.

How to influence the intensity of love?

The more the benefit of the brand is perceived as important and as rare, so will the emotions be stronger. Then there's the question of how far can the brand be trusted to supply such a benefit in a good and consistent manner. Good management can guarantee the second factor. A brilliant strategy is needed for the first factor.
How can you create an important and rare benefit? What you are looking for is a benefit that is intuitively important to the consumer, but not yet connected with your product category (I call this: Off-Core Differentiation). An example of this is the commitment at the heart of the strategy of The Body Shop chain of stores for the protection of the environment and helping the needy all over the world. In this way, successful brands enjoy immunity from imitation by competitors, as what they are doing seems so irrelevant to the category. The second rule is to supply this benefit in a new manner, unique and different from how it is supplied in other product categories.

The benefit can be intangible

Any off-core benefit is by definition an "added value" to the benefit stemming from the product itself, as the benefit from the product itself is naturally on-core. The off-core differentiation that you adopt can be based on a benefit that is not tangible or experiential, but interpersonal, social or psychological. When De-Beers launched the brand "Right-Hand Ring" in 2003, they created a new instrument to achieve a social benefit. A woman can wear a "Right-Hand Ring" on her right hand of course, to signal that she is single, as opposed to a ring on your left hand, which signals engagement or marriage or simply a gift form her spouse (kindly note: in Eastern Europe, for example, the hand symbolism is reversed!). De-Beers created a symbol whose meaning is known to everyone through an extended advertising campaign, and as a result women can use it to send a message to their surroundings.

How will the consumer "discover" the brand?

It is easier for consumers to fall in love with a brand when they feel that "it comes from within them", as opposed to it being "sold" to them. The key to this is what I call "Electrifying Marketing" instead of "Satisfying Marketing". The usual marketing is "Satisfying Marketing" whose main objective is to please the consumer and satisfy him. In contrast, "Electrifying Marketing" promises surprise and excitement, plays hard to get, toys at the consumer and sets conditions and obstacles on the road to sweet satisfaction.

How will you turn your brand into a great show?

A good way to bring the brand's strategy to life is by using the tools of "Drama Theory". Furthermore, the success of a brand, which has an intangible value beyond the function of the product itself, depends on the consumer's willingness to accept something unreal as real, i.e. be in a trance (I call this "The Brand's Trance"). Drama has been known for centuries to put audiences into a trance where they allow themselves to be swept away by unrealistic plots. I usually begin the development of the creative approach for the brand's expression, presence and unfolding, with an analysis of the "Drama of the Brand". Every powerful brand provides the consumer with a benefit that he yearns for, and that is neither easy nor simple to achieve. The Drama of the Brand is the confrontation of two forces that occurs when the consumer attempts to achieve our brand's promised benefit, even before our brand is known to him. This analysis involves questions such as: what happens to the consumer when he is trying to achieve the benefit in other ways? What attempts and efforts does he make? What is the result? What internal and external difficulties does he encounter? How do they manifest themselves? How does he fail? And then? how does our brand help him in achieving the benefit he is seeking? Such clarification raises all the necessary materials for "dramatizing" the brand in a way that generates inside the consumer an exhilarating feeling of "found it!"

Wednesday, October 28, 2015

Improving Management of Your Business

All companies have business processes that can be improved. Most companies can benefit from automation or further automation of solutions.

Improving Management of Your Business

Improving business processes is all about a work flow plan, often graphic, and implementation of automating and organizing work processes. It is also a way of defining software architectures and applications. Business process solutions help an enterprise monitor human and automated processes. It can also serve as an enterprise application integration (EAI) tool. Business process management solutions help you identify areas of your business that can be automated and used to apply business rules and guidelines. In practical terms, it acts like a virtual machine that executes process models rather than software code.

Business process solutions take business data and determine how the information is used to perform a task. By creating an overview, a business manager can plan and improve an existing business process. Some solutions also send data through a test set of tasks to ensure that a business process is being followed. These solutions permit a business manager to visually describe, control and trail the flow of a work process. Process solutions generally involve computer systems and software to automate a process.

Technologies used to implement process management solutions include work flow charts, BP-XML languages, ERP (Enterprise Resource Management), software development and EAI (Enterprise Application Integration). ERP is a set of applications that can cover financials, manufacturing, human resources and back-office business administration utilities of an enterprise. It is a business management system that integrates all components of the business as well as planning. On the other hand, EAI software operates as a center that interprets data and messages between different applications.

Improving and automating business processes is the path to gaining huge productivity. These management solutions monitor business presentation by defining a series of tasks that must be performed to attain a defined strategic goal. There are three obligatory requirements - flexibility, reliability and security.

A good solution must help in continuous process enhancement, but managing the huge amount of these processes becomes more and more difficult as organizations become highly complex. Process management solutions give you the capability to satisfy and retain your customers and also maximize your joint venture returns with other businesses.

Remember that business processes define your business, and they can also present your organization with a competitive benefit. If you can make your processes efficient, you will reap better customer relations and profits.


Sunday, October 25, 2015

Why Financial Statements Are Important: A Beginner's Guide

Accounting is considered to be one of those complicated yet necessary chores that keep people's financial affairs relatively clean. For the beginner who is just getting started, the process may not be the first obstacle. Often, it is understanding the special language used by accountants and those that work around them. In other words, one must wade through the jargon in order to understand what's going on. The first step in gaining understanding of accounting is to break concepts down to one fundamental point: financial statements.

Corporations are extremely fond of financial statements – after all, they are required to have them. Financial statements are, in a broader sense, just timely statements of the financial situation of an organization. They hold companies accountable for how money is earned and spent, down to the very last detail. Financial statements are often audited by external auditors to ensure that the company is handling records properly. This also confirms to third parties that the company is displaying a fair and balanced view of the organization's position. These are also called “cash flow statements”. Like most financial concepts, financial statements can be broken down into several smaller concepts. They are: balance sheets, cash flow statements, and profit and loss accounts.

Cash flow statements is another term for financial statements, but a little more specific. This statement shows exactly where the money goes – how it was made, where it was made, and most importantly, how was it spent. A business, after all, has many areas where money flows in and out: operating activities, investing activities, financing activities.

To clarify, operating activities are the daily internal business a company relies on to survive. This may include, but is not limited to: collecting money from customers, paying employees and vendors, interest and taxes, or even revenue from interest payouts. Investing activities are generally investments made by the company to fund purchases of equipment. Finally, financing activities are those that affect the flow of money directly, such as the sale of common stock or adjustments in long or short-term loans.

These calculations are then used to find the total increase (or decrease) in cash and investments. Fluctuations in operations, investing, or financing affect cash flow. This is called the “net change” in cash and marketable securities. From here, these calculations are checked against the balance sheet.

Wait, a balance sheet? Isn't that what we just did, balance?

No. A balance sheet sums up a company's assets, liabilities, and value at a certain point in time. Investors look to the balance sheet to determine a company's value based on what the company owns and what they owe to external sources. The amount of money invested by the shareholders affects company value in this way as well. The balance sheet follows a specific formula, where assets equal liabilities plus shareholder's equity. It is called a balance sheet because the two sides must balance out; after all, a company must pay for assets by either borrowing the money directly, or through shareholders. The balance sheet is clearly a great source of financial information on a company.

The last line of defense, the profit and loss account, shows the activities of a company during a period of time. This differs from the balance sheet in that a profit and loss account serves as a log of a company's activities over a period of time, while the balance sheet is just the financial position at a specific moment in time. Some value the profit and loss account over the balance sheet, as it marks a longer stretch of time than the balance sheet does.

Once broken down into parts, financial statements are not such a hard topic to handle, even for a beginner. Financial statements expose the practices of a company – while one does not get a specific blueprint of how a company makes or loses money, the end results are clearly displayed for people to see.

Thursday, October 22, 2015

Avoiding Home Business Scams - Tips and Tricks

Now maybe the reason you’re interested in setting up a home business is because you’ve seen an ad somewhere, or you've been approached by someone. It was all about a great work-from-home money-making opportunity, and you’re excited. Finally, you can quit your job!

If you’re thinking of working from home by someone else’s rules, though, you have to realise that at least 99% of the offers out there are scams – after all, if it was that easy to pay a few dollars and make thousands, wouldn't everyone be doing it by now? Here are the biggest scams out there, how to recognize them, and how to avoid them.

Location, Location, Location. 

Where did you see that work from home offer? If you got it in the post, or by email, or saw it on a poster taped around a telephone pole, then I can guarantee you right now that it’s not a legitimate offer. If you saw the ad in a newspaper, in a jobs magazine or on a jobs website, then it’s a little more likely to be legit – but not much. Always check out any offer, and assume it’s a scam until you have iron-clad proof to the contrary.

Envelope Stuffing. 

This is the most established work-from-home scam, and it’s been going for decades now. Basically, once you pay your money and sign up to work from home, you’re sent a set of envelopes and ads just like the one you responded to. You might make some money if someone responds to your ad, but eventually there just won’t be a market for it any more. Anyway, work from home offers like this are illegal pyramid schemes.

You won’t make any money putting letters in envelopes – get over it.

Charging for Supplies. 

The practice of charging for supplies is hard to pin down to any one scam – it’s the way almost all work-at-home scams work (including the envelope stuffing, above). You’ll be asked to make a small ‘investment’ for whatever materials would be needed to do the work – and then you’ll be sent very shoddy materials that aren't worth anything like what you paid, and you’ll find that there’s no market for the work anyway.

If anyone asks for money upfront, run. A real company should be willing to deduct any ‘fees’ from your first pay cheque – if they won’t do that for you, then that’s because they don’t ever plan to pay you.

Working for Free. 

This variation on the scam is common with crafts. You might be asked to work at home making clothes, ornaments or toys. Everything seems legitimate – you've got the materials without paying out any money, and you’re doing the work. Unfortunately for you, when you send the work back, the company will tell you that it didn't meet their ‘quality standards’, and will refuse to pay you. Then they’ll sell on what you made at a profit, and move on to the next sucker.

Never do craft work from home unless you’re selling the items yourself. Note that you don’t need to be selling to consumers (you could be selling to wholesalers), but you still need to be the one deciding what you make and getting the money.

Home Typing, Medical Billing, and More. 

There are lots of work-from-home scams that involve persuading you that some industry has more work than it can handle, and so has to outsource to people working from home. For example, you might be told that you’d be typing legal documents, or entering medical bills into an electronic database. These scams have one thing in common: they all say that all you need is your computer and they all then go on to say that you need to buy some ‘special software’.

This software might appear to be from a completely unrelated company, but don’t be fooled – the whole reason the ‘work-from-home’ ad was there to begin with was simply as cynical marketing for the software.

As you can see, running a ‘home business’ that just involves ‘working’ for one company is a bad idea. You don’t know who you’re dealing with. Here’s the clincher, though: even with entirely legal work-at-home offers that do pay you for your work, you still won’t make anywhere near as much as you can with your very own home business. So why bother with them at all?

Monday, October 19, 2015

Running a Business on Limited Resources

When I first started my business, I went to the bank for a business loan. Simple enough, right? I had my business plan in order, an itemized list of everything that I would need to successfully run my business, and all the necessary documents. To put it plainly, I was turned down. Why? Not because I did not have the credit to back it up, or did not have a good business plan. The reason the bank man gave me was "because I did not understand that over 90% of businesses fail within the first year, and that I was not prepared in case mine did."

While I understand he was attempting to look out for my best interest, I felt cheated. He was not even going to give me the opportunity to fail. On some level, everyone that goes into business for themselves understand that chances are, the business will not make it past it's first year, and I was no different. The only thing was I had faith in myself that I would not give up trying. The loan processor took that as I would spend my life savings before giving up, and he did not want to see me financially ruin myself.

So what did I do? I set out on the adventure on my own, only using the limited resources and financial backing that I had. I bought second hand office supplies and furniture. I bought the small cheap laptop instead of the multi-thousand dollar computer specifically designed for what I would be doing. Without the proper money for advertising, I had to get creative. My advertising methods was unconventional, but they worked. I found that I did not need large amounts of money in order to get my business to the world.

So would I have been so successful had the loan processor gave me the business loan I asked for? I am not sure, because after all, I made it without the money, what would have happened if I would have had the proper money for advertising? Whatever the case may have been, I am glad he did not, because I am not better able to understand the limited resources that many small businesses face.

So how can you run your business on limited resources? Here are a few things that I learned along the way.

1) New vs. Used- When starting your business, you do not need everything to be "new." Second hand items cost substantially less then new items, and work just as well. Plus, if you think about it, customers will be more comfortable around your office if it feels "broke-in", rather then new and sterile. It gives them the feeling that you have been in business awhile.

2) Creative Advertising- You do not need the hundreds of dollars that it takes to place ads in papers or put commercials on TV.  It costs very little to design and print you own flyers and put them in places where your potential clients would gather. Turn your vehicle into a moving billboard by investing in a vinyl signage for your doors or windows. The best thing? Face to Face meetings with your potential clients do not cost a penny, so look for every opportunity to talk with our potential clients.

3) Work At Home- Depending on your type of business, you may consider working at home rather then renting office space. This will save you a lot of money on rent and furnishing an office. Once your business becomes more successful, then you can always rent office space later.

Overall, be thankful for the struggles that you go through now, because in the future, they will have been well worth it. Plus, it will give you a better understanding when it comes to other small businesses.

And, no matter what, never give up on yourself.

Thursday, October 15, 2015

How to Be a Creative Entrepreneur

There’s a great line in Alice in Wonderland when the Queen says, “Sometimes I think of 6 impossible things before breakfast.” I think you’ll agree that this has to be creativity at its best! As a small business owner this is an ideal you really need to strive for … but how on earth can you open up your mind to get to the point where ideas just spill out?

Small business owners are expected to be creative and inventive, otherwise how could they run their own firm? If you have a sneaky feeling that creativity is not one of your strong points what can you do to stimulate your brain and get it kicked-started?

Be Unlimited

Too many people are ‘limited thinkers’. They have their world placed squarely in a box and nothing can exist outside of that. If the newspaper reports something then it must be right. If Joe next door says that something is impossible then he must be right. As a small business owner, you cannot afford to be a ‘limited thinker’. You have to be an ‘unlimited thinker’. Get into the habit of seeing no boundaries; decide that there are no taboos. Have the belief that with a bit of focus you can find a creative solution to all of your problems. This is the foundation for a creative thought process.

Be Future-Focused

Creative ideas invariably come when you ‘look’ into the future. The feeling of propelling yourself forward and seeing the problem solved is a great motivator. Do you think you could achieve the same result if you were backward focused? I don’t think so! Train yourself to be future-focused, always looking ahead, not a traditional thinker who tries to find answers in today’s world.

Be a Writer

Once you open your mind to the joys of creativity the ideas will quickly start flowing, as if someone has opened the flood gates! Just like flood water, unless you catch it the ideas are lost for ever. Capture all your ideas by carrying a small pocket notebook with you. As soon as an idea pops into your mind, write it down. It doesn't matter how outlandish it is, you can look at it in the cold light of day later on.

The fact you are responding to the ideas by noting them will further encourage you to be even more creative – good deeds encourage more good deeds!

Be Clutter-Free

If you are naturally an untidy person, then get out of the habit! A cluttered office will lead to a cluttered mind. You cannot expect your brain to work efficiently when all it’s doing is constantly reminding you how untidy your office is. To be creative remove all the clutter from your life and free your mind.

Be Action-Oriented

All of these points are great, but if you don’t take any action with your ideas, then you may as well not have bothered. An idea is nothing but a thought unless you take a specific action to help bring it to life. Periodically review your notebook and see if there are any hidden gems, or ideas which can be quickly applied. A lot of your ideas may not suit at all but in there somewhere is probably an idea, which if acted upon, could change you or your business. Commit fully to move forward on as many of your ideas as you can.

Don’t be afraid to break down the boundary walls. As John Stuart Mill said, “That which seems the height of absurdity in one generation often becomes the height of wisdom in the next.”

Let me close with one question - can you be creative enough to be dismissed as a dreamer? No? Then get practicing!


Friday, October 9, 2015

How to Get Your Customers Saying ‘Wow!’

Just imagine. You have walked out of a shop or put down the phone after purchasing something and your immediate reaction is “Wow!” How do you feel? Excited; satisfied; fulfilled … eager to return and buy again?

Wouldn't it be great if you could get your customers to feel the same way about dealing with you?

Lots of small business owners (and not so small!) seem to think that the customer is merely an interference. But how can you get your customers all pumped up and ready to do business with you again?

I’ll share some tips on exactly how you can get a ‘Wow!” response and show how it can positively impact your bottom line.

Get promising

These days too many businesses seem reluctant to commit to anything. As a result, you walk away with a nagging doubt that nothing is going to happen and so the whole experience is not pleasant. What a refreshing change to get a business that provides a firm promise on dates and times or opening hours.

Can you provide a clear promise to your customers? Have a think about each aspect of your business and highlight all your ‘promisables’ in your sales and marketing material. One great tip – under promise and over deliver. Promise delivery in 7 days, knowing you can do it in 3 days. When the goods arrived 4 days before expected, that’s a ‘Wow’ factor if ever there was one!

Important point – if you can’t deliver it, don’t promise it!

Be a Tigger

Remember Tigger from Winnie the Pooh? He’s all over the place; bouncing up and down with endless energy and enthusiasm. He just leaves his friends breathless! What a great person to be with and do business with.

Are you enthusiastic when you speak and deal with your customers? Are your staff brimming with enthusiasm? If you can’t project an image which says “I’m happy to be here”, how can you expect your customers to feel different? So, have a Tigger day every day!

First impressions 

If you have a shop or office where customers visit you, what do your premises say about your business? Is it modern, fresh-looking, clean and tidy? Or is it worn, tired and generally looking run down?  Like it or not, customers will judge you on what they see. They may say ‘Wow’ but for all the wrong reasons!

A pot of paint and a splash of color can make all the difference and it doesn't have to cost the earth (these DIY programs have a lot to answer for!).

Be a problem solver

Despite all businesses believing they have great customer service, the fact is that the majority don’t. The main reason is that when people complain, most feel that they have not been listened to and their problem has not been solved.

Be a solver of problems - quickly and efficiently. Here’s a motto for you – ‘Resolve to Solve’.

Be their friend

I don’t know about you, but I am a sucker for business owners who take their time to know me and recognise me when I next call or visit! The bond and the desire to do more business with those types of entrepreneurs, is strong for me.

Do you take time to build a relationship with all your key clients? Do you go out of your way to greet them when they next do business? As the saying goes, aim to turn strangers into friends and friends in to customers.

Value for money 

In this day and age of new technology, and the hefty prices that go with it, the concept of giving great value is sometimes forgotten. Creating a ‘Wow’ moment can be as simple as giving a little bit extra, something unexpected. It doesn’t have to be of huge value, it’s genuinely the thought that counts.

Don’t restrict this idea just to price. Price on its own may not work, it has to be tied in with something else – 2 for 1, a small gift etc.

The quality of your product must also reflect value for money. Don’t try and pass off an inferior product with a superior price – you’ll again create the wrong type of ‘Wow’ moment! Medium price and great quality – a definite and positive ‘Wow’.

Call them

The real killer ‘Wow’ is calling your customer a few days after he has bought. Asking him if the product is fine, whether it does what he wanted it to do, is one sure way of stopping him in his tracks! If everything is great, then you have a customer for life. If there is a problem, wonderful; you have the opportunity to put it right and … have a customer for life. This is a very simple and powerful way of creating ‘Wow’.

So that’s it. If you follow theses simple ideas, all your customers will be saying ‘Wow’ and they will be coming back time and time again. Who knows, they may even tell their friends? Now there’s a thought.


Monday, October 5, 2015

Advertising and Promoting Using Articles - The Tips You Should Know

A very efficient method to advertise your professional services, the products you are selling or simply to show how educated you are in a particular niche is by using the highly beneficial method of article marketing.

These articles that enclose at the end a short presentation of you or your business can be about various solution to actual problems, about everyday life or any other topic that will interest and inform a reader about the subject. There are many sites to which you can submit these articles to, or if you have a database of your customers’ emails, just drop them an email containing the article and a link to your personal site or professional site. Over time, it is hoped that your article will be syndicated on websites throughout the internet.

The articles can generally be copied from one article submission site to the other as long as the content belongs to you and you are not stealing someone else’s work. There is a huge demand for content on the internet, it's what keeps the search engines hungry, and with so many website owners and e zine publishers regularly looking for fresh content, chances are that your article will not only be used on article directories but also on several other sites.

The more interesting and informative an article is, the more people will read and remember it. Even if you don’t have experience with writing, there are some benefits that may persuade you to give it a try:

- It may improve the way you convey your thoughts on a subject.
- It will bring your website visibility.
- If it’s written well it will may help someone.
- You can prove your knowledge in your professional areas.

Publishing articles means they have to contain mostly useful information and just a little bit of advertising. If they don’t follow this rule, you might end up with an un-publishable article. The promotion area of the article is usually meant for the end of that article, known as the "resource box". As an article directory owner myself, I know that there are many authors who insist on placing links to their website throughout the article, but I would suggest that having an informative article with the links to "further information" in the resource box is a much clearer and better structured approach.

Articles are meant to inform the reader of a particular subject, and not merely persuade the reader to visit your site with every paragraph written. In fact, should you have a good enough article, the reader will more than likely choose to visit the site in your resource box in any case. I recently received an article that contained 11 links in a 200-word article! This DID NOT include the resource box where a further 4 links were provided. Needless to say the article was rejected, so make sure your articles are interesting and informative with promotion left to the appropriate section.

There are other things you could do with articles if you are willing to spend some money. There are different publicity sites, ranked high in search engines that for a fee will publish your article on their site for a limited period of time. The fee is not high usually, but can provide publicity should you choose this route. But if this choice is the one that appeals to you the most, you must make sure the article is really good, so good that it can compete with all the other articles on that site. The user can see them all at the same time and you must think of ways to make him choose to read yours. If you have tried and you are not confident you can do it on your own, you can always hire a professional.


Friday, October 2, 2015

A Simple Sales Strategy : Define What Selling Is!

How do you define selling? A lot of people think of selling as persuading/convincing people to buy things they may or may not want or need. To some, selling is all about closing a deal. Thinking of selling like this is not very empowering to you. Frankly, if you have this perspective on selling, it's no wonder if you hate it. I would too!

So what perspective can you take about selling that will make it enjoyable, exciting and something you look forward to? Sounds like a bit of a tall order doesn't it? Read on.

Hopefully by now, you have made the list of all the problems that you can solve for your target market. You're going to be surprised how long that list grows over time. So really, if you look at your list and you think about it, you are a master problem solver. What you're really doing is helping people. Correct?

So try on this perspective about what selling is: Selling is helping people. Selling is serving. Selling is a process of identifying and solving people's problems.

See, feel and know that selling is serving. This will cause a big shift for you. With this perspective, you will really become passionate about wanting to help people. Find this passion and let it shine through.

It is your purpose, your moral obligation, to have as many sales conversations with people as you can so you can help as many people as possible. If you're not having these types of sales conversations, you are holding back the gift you have to offer the world. You owe it to people to be there for them with your expertise and wisdom.

Next time you're talking to a potential client, think about how you can help them, how you can serve them. Forget about trying to sell them something. If what you have to offer does solve their problems, and you facilitate the conversation using the strategies we are covering, people will sell themselves and will subsequently buy from you.

If you have a perspective on selling which is one of service and helping people, how do you think the people you're talking to will feel? Think about this: people hate to be sold. The minute they feel they're being sold, they often want to get away - fast. Don't you? On the other hand, if they feel you are sincerely trying to help them solve their problems, they will relax and open up to you.

If you have a perspective on selling which is one of service and helping people, how do you think you will feel? Does energized, excited, relaxed, and natural come to mind?

This perspective is simple but powerful and very attractive to clients.