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Van: Factuurexpress Part I - Anyone Can Create A Program To Attract Clients ~ People like programs, and programs are a great way to make your service more tangible. Selling a program is easier than free-standing services. Why? Because a program has substance. It has a distinctive beginning, middle, and end. It takes what you do and puts a "frame" around it so your almost-client feels there is less risk in hiring you. What do I mean by a program? It's nothing more than taking your service and organizing it into some number of steps or activities. No matter what business you're in, you can create a program! Even a business like the cash flow industry lends itself to a program. Your program can be as simple as 3 steps. Your program doesn't have to promise the same result for everyone. What it promises is a logical series of decisions, steps, or activities participants are going to go through. Each phase of the program is designed to bring your client closer to their goal. Here's how to get started. Think about the steps, or phases a client needs to go through to get to their goal (as it relates to your service). Your steps may range from bringing new awareness or insight to your client, all the way to providing a specific assessment or evaluation, or teaching a specific skill. Once you have your program's steps outlined, you can play with how you would like to deliver it. I'll talk more next week about some of your options. In the meantime, if you have an idea you'd like to share, please send me an email! Now it's your turn! Kendall It's Your Turn ~ Readers Share Their Toughest Marketing Questions! ~ "I have spent the last 20 years working in health care and now I am going back to college because my goal is to become an intercultural communication consultant. I was an immigrant to the U.S. 20 years ago and because of my experience with miscommunications and misunderstandings related to cultural differences, I decided to continue my studies to gain some credibility before I start on my own. I know I have to develop speaking and training skills. I have been involved in orientation with new students and have some speaking experience at the university. I would like to test out the waters by offering an introduction course for non-credit classes about intercultural communication. Should I give the courses free or how do I charge for them, since I do not have experience in this field? What is the best way to approach the non-credit department? Thanks. Looking forward to more of your thoughts and advice!" Signed, It's All In The Words Dear All In The Words: Sounds like you have found your calling! It's clear from your email that you are concerned with building credibility. While it's a good idea to be skilled in what you do, it won't do anyone any good if you hold yourself back. My guess is that your skills in intercultural communication of been developed over the last 20 years, which means you are hardly just starting out now. On the contrary, it sounds like this transition is one of becoming paid for what you already know how to do! Which means that even when offering an introductory non-credit class (a good idea by the way) you can certainly charge something. My recommendation is to join a ToastMasters group to work on your presentation skills, or hire a presentations skills coach like Connie deVeer (http://www.cdvcoaching.com) or Barbie Paine (http://www.public-speaking-to-promote-and-profit.com). You can then move into offering 30-60 minute presentations for companies who have multi-culture staff or clients. Why not start in your own backyard, meaning healthcare? Healthcare facilities are constantly looking for training opportunities to present to their staff which is a natural shoe-in for your unique service. Finally, your new venture may offer you a deeper, personal learning opportunity. American business has it's own culture and is known for its "go for it" attitude. If this is different from your native culture then why not use this as a way to personally walk through the very interculture wisdom you'll be teaching others? It's bound to provide you with a wealth of teaching points, stories to tell during your presentations, and experience that can translate into paid contracts. Good luck, and remember, what you already know is exactly what's needed! Have a tough marketing challenge? Send it to me and see it published right here, along with specific coaching to solve it. kendall@kendallsummerhawk.com Personal Reflections ~ My Thoughts On ... ~ If ever there was a Lone Ranger, "I can do it all!" person it was me. I figured, why ask for help when I'm perfectly capable of doing everything myself? It even got to the point where I wouldn't' let the helper at the grocery store carry my bags out for me! I'm noticing that as I write this I have a wry smile on my face, and just let out a big sigh. I won't beat myself up for how I used to be, but I sure will say, "Whew!" for how I am now. About six months ago I said, "I want to be in a master mind group." Now I'm in three! Friday's used to be the day I would try and catch up with everything, only to find that nothing ended up being done, and I was frustrated. So I decided I wouldn't plan anything for Friday's. Which left a very nice feeling of space and considerable time in my schedule. It didn't seem to make any difference in what I accomplished during the week either. With my new found free time, I formed a master mind group that meets in person every month. We focus on building healthy, thriving 6 and 7 figure a year businesses. I also joined a monthly teleclass master mind focused on implementing a unique time system. Plus, my buddy Eric (http://www.thecoachingmarket.com) and I meet on the telephone twice each month to support each other's business growth. And I have my life coach, Jennifer (http://www.paloverdecoaching.com) Then there's the near-daily phone calls with my mom, who is a fabulous coach (http://www.living-your-essence.com) and lunches with my husband, a great, tough coach who keeps me honest with my intentions. Do you get the idea I'm surrounded by support? The cumulative effects of all the support and love I'm surrounded with has convinced me that being the Lone Ranger is lonely. I've gotten more accomplished in the last six months, even with a day off nearly every week, than I ever had. And I've had more fun doing it as well. If you don't already have a strong support team that you meet with at least once month, I can only encourage you to form one. At the end of the day, I think it's the relationships we build that we'll remember, not the to-do list. ...Until next week, Kendall If you're interested in reading about the new innovative coaching program I'm developing, go to this prior ezine issue and read about it in the Personal Reflections section. I'm even asking for suggestions on a name: http://www.kendallsummerhawk.com/marketing-newsletter/jan1204.html Marketing Tools ~ Need A Compelling Web Site? ~ Unique Website Wisdom Package If you're ready to say "goodbye" to amateur sites that don't do you a lick of good, and "hello" to a clear, compelling web site that reflects the best of what you have to offer in benefit rich language then give me a call or send me an email. Our Website Wisdom packages is unique and effective! Call 520-577-6404 or send an email to: kendall@kendallsummerhawk.com In case you missed the Marketing Snapshot tool, simply point your mouse here and get your New Year Marketing started right: http://www.kendallsummerhawk.com/marketing-wheel.pdf Marketing Articles You are welcome to use one of mine - for free - just be sure and include this "author's box" at the end: "Isn't it time you learned to market in a way that's right for you? Kendall SummerHawk, creator of the Be Yourself Marketing(tm) "Marketing Makeover Kit" specializes in working with entrepreneurs who love what they do, but wish marketing would just go away. Visit www.KendallSummerHawk.com for more articles and marketing wisdom."

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