Hello! Is Anybody There?

Have you ever done business with someone who would not respond to you? Whether you were trying to communicate by email, text, or phone, you just could not get that person to answer you and, if you ever did get to talk to him or her, you marked it on your calendar as a red letter day because it happened so rarely. If you were in a business relationship like this, how long did you continue giving your business to that person? How many times did you recommend that person to your friends? How many friends did you advise NOT to do business with that person?

Now let's turn that around. If YOU are that businessman or businesswoman who does not respond, how do you think others feel about you right now? Do you suppose that they are recommending you? Or is it more likely that they are telling their friends to avoid doing business with you? Could it be possible that they are saying things like, "Don't bother trying to contact him because he'll never get back with you"?

People view a lack of communication in a variety of ways, and they're all bad. Some may feel that if you don't respond it's because you have something to hide. They won't do business with you because they perceive that you can't be trusted. Others may feel that if you don't respond it's because you are disorganized. They won't do business with you because their perception is that you will not be able to handle their needs. Still others may feel that if you don't respond it's because you are unreliable. They won't do business with you because they imagine not being able to find you when they need you.

Few things can harm your business reputation like poor communication; and yet, quality communication is so simple. It begins with nothing more than a timely acknowledgement of the communication. Basically, when a customer, a potential customer, or any other legitimate contact tries to get in touch with you, let them know that you have received their message. This is not only common courtesy, it is expected. In spite of today's technology, or maybe because of it, people are never really certain that their messages have gotten through unless they get a response. They want you to let them know that you have heard from them. Even an auto-responder with a brief thank you and, "I will be in touch with you soon," or a text with the same message would suffice. Calling the person and saying, "I got your call and will get back with you later today with some information" would do wonders. If you do NOT acknowledge their communication, how many times do you think they are going to try getting through to you before they just give up and take their business elsewhere? To answer that question, ask it of yourself. How many times would YOU try to get in touch with a non-responsive business before you yourself would give up and move on to someone else?

Every legitimate communication is worthy of your response. Obviously, there is much more to effective communication than a prompt response, but it's a starting point. You may think that this is all just good, old common sense that every businessperson knows and is practicing, but you would be mistaken. If you are looking for a way to stand out from your competitors and build a positive reputation in your field, be responsive.

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Michael Gifford has been has often been called “The Go To Guy.” In his many years as an entrepreneur, he has been involved in business start-ups, aided in business expansions, registered a patent and trademarks, and authored a number of books and articles. Currently he provides marketing consulting, web design, and copywriting through his company, New Heights Marketing, Inc. in Sugar Hill, Georgia. Permission is granted by the author to reprint this article provided that this resource box is included in its entirety.

Five Routines of Success

Michael Gifford

The word, “routine” has gotten a bad reputation. Too often, people associate the term with being in a rut or doing something over and over again to the point of tedium. I’d like to suggest that, while some routines might indeed be wearisome, there are those that are absolutely necessary to success in business.

Here is my list of beneficial daily routines in business:

1. Eat well, exercise and get plenty of sleep (I’m sorry to have to break this to you workaholics, but burning the candle at both ends just makes the candle melt down faster. And that goes for you too. Taking care of business means taking care of yourself.)
2. Plan each business day (The surest way to get off course in your business is to have no course at all! Those who fail to plan are planning to fail.)
3. Do something to improve your skills (Read a book, watch a pertinent video, listen to a mentor or a customer, experiment with a new process. In essence, keep expanding your horizons.)
4. Show appreciation for those around you (Yes, thank your customers, but also remember those with whom you work. People love recognition. A heartfelt “thank you” will go a long way toward solidifying both customer and employee loyalty.)
5. Review your day (Finish up by enjoying your successes and gaining insights from your setbacks. Today’s review is the beginning of tomorrow’s planning.)

The trouble with routines is not so much that they are mundane but that we allow them to become so. It’s really all in our perception. They are a means to an end. In order to appreciate and practice these routines, it’s important that we keep the end in sight. If you set out to build a house, would you not have to do something every day in the construction of that house? As trivial as it might seem to saw yet another board or drive yet another nail, you would do it anyway because you want the house. The end, or goal, of your business is something that only you can determine, but realizing that your daily tasks will lead you to that goal can breathe life into those routines and keep you focused on accomplishing them day after day.

Useful routines provide stability for long-term growth in both one’s business and personal life. Recognizing the value of each one will ensure that they will never become “routine” in the negative sense of the word.

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Michael Gifford has been has often been called “The Go To Guy.” In his many years as an entrepreneur, he has been involved in business start-ups, aided in business expansions, registered a patent and trademarks, and authored a number of books and articles. Currently he serves as President of New Heights Marketing, Inc. in Sugar Hill, Georgia. Permission is granted by the author to reprint this article provided that this resource box is included in its entirety.

HYPE!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Michael Gifford

!!!!!!!!!!!!! THIS IS THE GREATEST IN THE WORLD !!!!!!!!!!!!
!!!!!!!!!!!!! BUY NOW BEFORE IT'S TOO LATE !!!!!!!!!!!!!
!!!!!!!!!!!!!!!!! ONCE IN A LIFETIME OPPORTUNITY !!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Did I use enough exclamation points? Does this remind you of some of the e-mail you get or some of the postings you see in social media?

Hype. It's all around us. It's in our mailboxes, on our computers and televisions and radios. Where did it all begin? Who was the first pitchman to scream, "I'm Crazy Joe for Crazy Joe's Used Widgets and I ought to be put away for selling widgets so cheap!!!!" Why did the next person think that his/her ad needed to be louder and gaudier? Where will it all end? Most of all, is it really necessary?

When I was in college, I attended a fine arts camp one summer. During one of the sessions, the leader asked about ten of us to do something that would attract the attention of the other hundred or so people in the room. The task of this hundred plus audience was to ignore us as much as possible and only pay attention when one of us really did something worthy of their notice.

You can easily picture the scene in your mind. Those of us who were trying to get attention were getting in the faces of our audience, shouting, pleading, urging. Then one young man did the unthinkable. He got up from his chair and sat down right in the middle of the room. He did not say a word. He just sat there while the rest of us were continuing to flail and wail and jump and jive to get someone to notice us. You can probably figure what happened. Every last member of the audience turned his or her attention to the man sitting quietly in the middle of the room. He had won.

There is so much hype surrounding us today that it seems as though there is very little truth in advertising. This could be a key to the successful marketing of your business. By simply and plainly telling the truth, you can and will stand out from the crowd.

A character played by Walter Brennan used to say, "No brag, just fact." Joe Friday of "Dragnet" fame was famous for saying, "Just the facts." This should be your motto for promoting your business. When it comes to self-promotion, exaggeration is simply not necessary. If you're good, the facts will prove it. If you're not, no amount of yelling or ADS WITH ALL CAPITAL LETTERS IN THEM will make you good.

When you are looking for someone with whom to do business, don't you go in search of someone you can trust? So does everyone else. We all want someone who will deliver what they promise. To me, that is the bottom line of what we should all be seeking to get across to our target audiences. Tell them what you will do for them, and then do it. Actions STILL speak louder than words, no matter how many exclamation points you put at the end of your sentences.

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Michael Gifford has been has often been called “The Go To Guy.” In his many years as an entrepreneur, he has been involved in business start-ups, aided in business expansions, registered a patent and trademarks, and authored a number of books and articles. Currently he serves as President of New Heights Marketing, Inc. in Sugar Hill, Georgia. Permission is granted by the author to reprint this article provided that this resource box is included in its entirety.

Who Wants to Go First?

Michael Gifford

Everything is in place. You have the business cards, the website, the license, the location, etc. It's all there. Now you are ready for your first customer. There's just one challenge. Many people don't like to be first. Like the second mouse to approach the cheese in a trap, they prefer to watch someone else take the risk. They want to see your company's track record before they will turn over their hard-earned money to you. It's a Catch-22. Your potential customers want you to have an established business before they will buy from you, but, in order for you to have an established business, you have to have customers.

There are many reasons why some consumers don't want to be first. At the top of the list is their experience with fly-by-nights. They have been burned in the past and don't want to get roasted again. The first website I ever created in my website design business was for a customer who had paid a company $5,000 and, after three months, had only their logo on a single page to show for it. Since that time, I have picked up business from a number of people who had paid someone for website work and then did not get the service they were promised or, in some cases, never heard from them again.

Another reason why some consumers don't want to be first is because they feel that experience is the number one qualification that a business owner must have in order for them to trade with him or her. After all, the experienced person always knows the ropes, ins and outs, the tricks of the trade. Right? While that is often true, it's also true that the "newbie" can be more hungry and can also have some innovative ideas that the more experience person has not considered.

With this tendency on the part of consumers to hesitate at the opportunity to be at the front of your line, what can you do to get someone to stick his or her neck out and give you a try? Here are five suggestions:

1. Start your solicitations for business with your warm market. It doesn't matter how much cold, lifeless technology influences our lives. As warm, living humans we still want to do business with a real person we can trust. Let your friends, family, and others close to you know about your business. Because of their trust in you, someone from those groups will likely take a risk with you when no one else will.
2. Provide your credentials. Perhaps you are a plumber who had worked for another company prior to launching your own operation. Let consumers know of your knowledge. Even if you are totally new to a field, let people know of the related knowledge that you are bringing to your new venture and how it will benefit them when they buy from you.
3. Testimonials. If you are not in direct competition with your most recent employer, you could ask him or her to write a testimonial regarding your abilities. Even though you are new in owning your own business, you could be immediately viewed as well-versed in your chosen field.
4. Give. There are many ways for you to give in a way that can generate new business. You can give a discount, give something free, or even give a percentage of your sales to charity. If you choose to give to charity, be sure that you have already talked with the charity to let them know your plans. Knowing that they will benefit from your sales, they might even help bring customers to you.
5. Offer a guarantee in conjunction with a commitment. Be specific when you do this and offer it in writing.

Because you have been willing to risk it all to start your business, it can be difficult to comprehend why customers would not be willing to engage with you right off the bat. After all, they are taking a much lower risk. Just understand that not everyone has the entrepreneurial spirit that you have. Be patient and give consumers reasons to believe that you have something great in store for them. Then, reward them for their commitment to you by giving them more than they expected.

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Michael Gifford has been has often been called “The Go To Guy.” In his many years as an entrepreneur, he has been involved in business start-ups, aided in business expansions, registered a patent and trademarks, and authored a number of books and articles. Currently he serves as President of New Heights Marketing, Inc. in Sugar Hill, Georgia. Permission is granted by the author to reprint this article provided that this resource box is included in its entirety.