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Your Biggest Competitor May Surprise You

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Van: Factuurexpress ~ Your Biggest Competitor May Surprise You ~ Your biggest competitor isn't another company. It's your almost-client's own inertia. Staying in their current situation, no matter how bad it may sound to you, is familiar. It's comfortable even in it's discomfort. The idea of taking action somehow seems like more effort than just maintaining status quo. Yet status quo means no new business for you. So what's the solution? Your almost-client has to decide that now is the time to take action. Your role is to support them in reaching that turning point. Here are 3 ideas on how to accomplish that: Idea #1 Pan for Gold Don't assume that just because your almost-client is talking to you that they have made a decision to move forward! Listen for clues that tell you they're ready. You may even hear, "I've decided it's time to...." If you don't hear signals that they've made a firm decision, then maybe they haven't. The best way to find out is to ask! Try, "It sounds like you've decided to (insert your service here - 'hire a coach' or 'leverage your receivables for cash') and now it's a matter of finding the right service." or take the opposite approach with, "It sounds like you're not ready to make a decision yet." Then listen to their response - that's where the gold is! Idea #2 What's stopping them? Use Precision Questions to reveal what the source of the problem is, what they've already done to try and solve it, why it's a priority now, and what it means to them to have it solved. For example: "What do you think is at the heart of this issue for you?" or "What do you think is at the center of this problem?" "What have you already done to try and solve this?" "What makes (insert your solution here - 'getting cash in the door' or 'having a website that sells your service for you' ) important to you right now?" "If I could wave a magic wand, and (insert your solution here) for you right now, what would that be like?" and finally, "What do you need to make a decision?" "Is this something you're ready to move forward with?" Idea #3 Create relationship, not a 'one-time stand' Just because you don't hear "yes" now, doesn't mean you won't in the future. People need time to make a decision. They need to know they can trust you. They need to understand that you care. Consistency is King (or Queen)! Send a thank you note, ask when you can check back with them. Send an article you thought they would find interesting. Offer a referral for another product or service they need. Tell them "thank you" if they send you a referral. Invite them to a seminar you're giving. This isn't about being pushy, it's about being known...and remembered as a resource for information and assistance. Finally, don't take it personally. If motivating someone else to take action were easy, then every parent of a teenager would breathe a sigh of relief. Now it's your turn! Kendall It's Your Turn "~ Readers Share Their Toughest Marketing Questions! ~ A few weeks ago, I wrote an ezine issue titled, "Who's on your team?" When I received this response from a reader, I went "Yahoo!" No matter what business you're in, I bet there's the seed of an idea in here: "Just wanted to say that I agree with your idea of building a team. Fortunately when I was trained in Interior Redesign my instructor gave me very powerful advice. She encouraged our class not to be afraid of competition but to embrace it. Recently I have done that very thing. There is a new furniture consignment store in the area owned by a local Interior Decorator. I approached her one day and we decided to work together. I help her out in her store a couple afternoons a week so that she can keep up with her decorating jobs. In return she allows me to promote my business to the customers who come in while I am working. This has created so many job opportunities for us both. Otherwise she would never be able to leave the store to work her decorating jobs and I would still be lacking steady business. If I hadn't overcome my fear that "she really doesn't need my help, she is already a decorator" then we both would be losing out." Signed, Cashing In On Teaming Up 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 ... ~ I had no idea that making one tiny little decision could create a wagon load of change. It all started when I decided to begin each day by taking care of all my emails. Okay, simple enough. But to do that meant I wanted to start work earlier. Now please keep in mind that by the time I go through my morning routine, which includes riding my horse, a little yoga, talking to my mom, watering plants, three hours have easily gone by. So to start work earlier means getting up at 6:00am. It's still dark at 6:00am. But I made a decision so I put in a wake-up call with my trusty husband (who springs out of bed no later than 5:00 every morning). So far so good. Watching the sun rise while doing breakfast dishes is inspiring. But then, so is sleeping in. The odd thing is, while I am starting work earlier, it's now taking me even longer to get going in the morning (makes me wish I was a coffee drinker). But I'm looking at this like a runner who's preparing for a marathon. I'm in "training" to be at my desk, fingers poised at the keyboard, alert and ready to go. This week, my "alert and ready to go" muscles feel flabby and out of shape, while my "staying up to late to read" muscles are stronger than ever. All this because of the decision to take care of emails first thing every morning! ...Until next week, Kendall 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 compelling, benefit rich language, then give me a call or send me an email. Our innovative Website Wisdom package is a miracle worker when it comes to creating a client-capturing marketing message and uniquely positioning you as THE person to hire! Call 520-577-6404 or visit: Website Wisdom on my website. 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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