Developing Your Marketing Assets

If you are starting any business today, one of the most important activities you must plan for is capturing contacts.  Contacts are the biggest asset you have, and if you can prove you know how your contacts can benefit another business, you’ve developed a serious marketing asset.  I still believe it’s not what you know, but who you know that is more beneficial.  More importantly, it’s your ability to engage the resources you know.  The first step is to let them know what’s going on.  A consistent news campaign like this one is important to keep them at the forefront of your mind.

Strategic Business Alliances Do Work

Most organizations today have limits on their marketing budgets.  Strategic alliances provide the path, share in the expense and share in the opportunity.  Recently, my team has been focused on implementing “A Taste of Rain” corporate training programs for advisors and attorneys.  An alliance was developed with three other firms that market and service those entities.  The net result is shared expense and shared opportunity.  How did we make it happen?  We came together and brainstormed on marketing ideas that might help all of us move one step closer to our goals.  Each entity handled one aspect of the conference, which resulted in less overall work for everyone.  The net result has been new contacts and, in some cases, new contracts.

The Power of Trades

Events have become an effective mechanism for branding and marketing, but the challenge is controlling costs.  If you have developed your marketing asset, you have the ability to demonstrate to the venue what you can bring them in new prospective clientele.  Act like a corporate business speaker: show them your marketing plan and how you plan to exploit their visibility.  The bottom-line is that it is marketing dollars they don’t have to spend, and it can be used as a means to help you control your costs.  The first step is to support the venue.  It needs to be a place you enjoy and where you desire to build a relationship.  This needs to be an establishment where you can entertain both your personal and professional guests.

I hope these tips prove beneficial to you and your business.

What is compelling about you?

In today’s environment, we’ve all become brands.  Social media has pushed us to a state where getting the opportunity to stand out is easy, based on available platforms, but getting noticed is much harder.  To make your message compelling, you should first examine the outcomes of what you do.  Who benefits and how do they benefit?  What are the outcomes for students, families and the communities, if you are a teacher?  The outcomes from your work are what’s compelling, not your position or title.  The same thing applies to companies.  What are the outcomes of the services or products your company provides?  The benefit of this approach is replication.  Once you understand it, others will also.

How should you build your brand?

First things first–and that is to develop a compelling introduction.  It will only be a maximum of 5-15 seconds.  Secondly, write it out and update everything.  All of your social media site presence should incorporate your compelling introduction.  This is the process of making your recognizable differences, recognizable.  Thirdly, practice on everyone.  This means your family, friends and associates.  There are often diamonds in your backyard.  The purpose of practice is to develop your own authenticity.

What should you expect?

Some say “expect the unexpected.”  As a motivational speaker, I say “expect a great deal of new opportunity.”  I’m currently coaching a business owner in Little Rock, Arkansas, named Scott M.  Scott and I rehearsed his compelling intro and the important things in his life.  He began using it immediately over the phone, in person and as an opening for a marketing event to clients.  All I can say is that he is now considered a rock star.  Everyone knew he was a financial planner in his community, but the passion was not present.  His new compelling opening has led to a flood of new business and opportunities that doesn’t appear to be ending any time soon.

Let’s imagine a scenario: you’re sitting at Starbucks and an old friend sits down in front of you, looks you straight in the eyes and says “hey,” and that’s all.  They just sit there and stare at you.  Feeling a little awkward, you take a second to respond, but before you do, again they look you straight in the eyes, and say “hey,” like you didn’t hear them.  That’s an awkward situation, but it’s the type of situation we all deal with every day through digital communication, like texting.  Countless times I’ve received the “hey” text and, not having time to respond right away, received another just minutes later.  Whatever happened to sending someone more than just one word in a message?  Texting someone “hey” doesn’t tell them why you’re contacting them, what you’re doing, what you’d like them to do.  It’s essentially pointless communication, and it makes the person you’re contacting feel like you’re not attentive to the conversation.  Even with friends, that type of conversation is a bit weird and awkward.  In a business environment, that conversation would be absolutely detrimental.  Wouldn’t you prefer to get a text that said “Robert!  How’s your day going? I was wondering if you wanted to grab lunch?” rather than just “hey.”  I know I would.

It seems like everywhere I go, people are putting on this faux face of friendliness, and talking to you like the two of you are best pals.  I absolutely love when someone greets me with a smile and a hello, but I find it a little unprofessional when I walk into a business environment and a stranger walks up, pats me on the back, and says, “Hey, buddy.”  Building a strong relationship with the people you do business with is an incredibly important and useful tool, but it takes time to build.  In a professional environment, it’s a good rule of thumb to assume that not everyone is going to be as comfortable with the same level of casualness as you are.  When you meet someone for the first time, don’t try and be the hip 80’s business man and be touchy-feely, just greet them professionally.  If they respond in a more casual way, that’s a good gauge as to how you should behave around them in the future.

In the business world, you can be impersonal without ever having said anything along the lines of “buddy,” “pal,” “man” or “hey” just by being “fake”.  “Fake” is a pretty broad term, but what I’m referring to is putting on an unrealistic persona of over-friendliness.  In general, people are smart and see right through that sort of thing. Instead of sending a message of friendliness, the people around you immediately begin to mistrust you and become unsure of your intentions.  Whether through your persona, words, or actions, just be a genuine person, and I promise you that people will warm up and enjoy your company.  Oh, and don’t call me “man”.

Finally, don’t forget to ask everyone.  If you already work with them, let them know that you are focused in growing your business with clients as great as they are.  Keep them in the loop of your progress with their referral and, if appropriate, send them a thank you gift.  Nothing too extravagant, but gift cards are always welcomed.  

Advocates are Partners in Your Success

When a client becomes an advocate, they are now a partner in your success.   You have achieved a level of trust, reliability and friendship that leads to an enthusiastic support of your success.  To gain that level of trust, you have to get to know your client, and get involved with what they are passionate about.  The power of building advocates is based on the ability to become a valuable resource for your client and their contacts.  People typically spend time with others of like mind, thus their friends will have similar interests.

The key to building advocates is sincerity. Your support must be real and of substance.  Volunteer to do things because it is something of interest to you.   The simplest way to initiate the process of building advocates is to support the activities your client enjoys.   You should begin to add client activities to your database.  For example, if you know their favorite music group, give them tickets to a concert with backstage passes when the band is in their city.

The bottom-line is to help them experience the things they love.  If your clients are involved in a charity, offer to buy a seat at their table or offer to sponsor their table for them.  Who do you think will be sitting with you?  If you are sincere, your sincerity will shine through and lead to new opportunity.

Special Offer from Robert Van Arlen

I would like to extend an opportunity to anyone who needs help. If you know of someone who needs help developing referrals and advocates, forward this newsletter to them, and I will contact them personally. 

Check back for next month’s feature article:  The Best Way to Sell Yourself

1. Management Get Out
2. Motivate the Entire Company
3. Make Sure Your Goals are Specific and Well-Communicated
4. Get Your Customers to Sing About You
5. Eliminate the Non-believers
6. Have a Top Line Party
7. Don’t Give Up
8. Let the Real Talent Do What They Do Best

Management Get Out

If you have Manager, Supervisor or Director behind your name, make sure you provide any contacts you may know who might be a good customer, and help generate revenue in your organization.  If you are a senior leader, call your sales manager and request an opportunity to go out on sales calls.  There is nothing like having your face in front of the customer.  Don’t try to make the sell, just let the client know you and your entire organization appreciate their business. 

Motivate the Entire Company

Leaders today must convey the real message, but also must be positive in their outlook.  Your vision and communication of what it’s going to take to win has to be on-point.  Create a culture of appreciation by appreciating others.  This starts from the top and the bottom. 

Make Sure Your Goals are Specific

Be confident in what the goal is you are going to achieve.  Your communication should be geared towards a level of actualization that brings about a calmness.  Don’t be afraid to ask for more from people.  You can get more if they see you’re doing everything you can to support them.  It’s contagious.

Get Your Customers to Sing About You

Your clients are your greatest asset in sales.  If you truly know you are the best at service and have earned it, ask them for a testimonial…maybe even a video testimonial.  This gives your sales team more bullets for their gun.

I will cover the other 4 points in the next issue.  If you feel you need the other points sooner, please give me a call.  In the meantime, let’s stay focused and ignited! 

Most sales organizations have their sales team focused on finding the sale, building the relationships, being the touch-point in the relationship for growing business, and insuring that if supported by a service organization, this team has all the vital resources they need to support the sale.  

Everyone has a comfort zone

As I’ve had the opportunity to work with teams throughout the country, it’s been interesting how they’ve answered the question, “what’s your comfort zone?”  It is something that is easily identifiable.  Most salespeople enjoy some aspect of the sale, but when I ask the question, “what is one activity that will take you out of your comfort zone?”…the leading response I receive is “networking.”

Dynamic Networking

Networking today has become local, regional, national and global.  Some salespeople need to master it all to become more effective.  Social media, Skype, Go-to-Meeting and other resources provide a platform to build networks of resources that extend beyond local.  Larger companies have platforms within their organizations to encourage internal networking.   Social media sites have taught us the power of using our network to network.

On a local stage, this can also be accomplished in two ways.  First, find a group that sells to your customer and work with them to indentify lead sources you may be unaware of.  You also have to be willing to be a resource for your group.  Secondly, every place you frequent–for instance, a restaurant—make sure everyone understands, without a shadow of doubt, what you do and what will help you grow.  In other words, get to know everyone in your universe including but not limited to the Starbucks team, favorite restaurant, dry cleaners, church, softball team–I think you get the point.

One of the greatest teachers of networking, for those who truly want to take their game to the next level, is a guy I met many years ago.  Dave Sherman is the author of 50 Top Tips—A Simple Guide to Networking Success.  For more on Dave, visit www.daveshermanspeaks.com.

If you are looking for ways to become more effective in closing more sales, or know someone who needs help, you should enter this contest.  Robert Van Arlen’s coaching is proven to be effective.  He works directly with sales professionals using successful new techniques that will help close more sales.  And yes–sales managers can enter also.

To Enter the Contest:

Provide the information requested below, and write a brief paragraph on why you desire to take your sales capabilities to the next level, and what type of help with sales you need the most.  You don’t need to identify your company.

First Name (Only):

Email Address:

Phone:

Industry:

Product Type:

Number of Sales People in Company:

What specific sales help would you like?

Email your entry to info@robertvanarlen.com. It’s that simple.  Four winners will be selected, so your odds are good!

(If you live outside of Arizona, your coaching session will be completed through Skype calling)

For the past 25 years, I’ve been asked the following question at least once a day:  How old are you?  I never wondered if I truly lived differently than most people, but whenever I reveal my age, I get the most perplexed look of disbelief.  At first, I used to think it was because of my ethnicity, but I now understand that, although I’ve been blessed with a youthful look, it’s much more than that. 

I’ve been contemplating for years how and if I wanted to release this information and, as I travel the world, I’ve decided that now is the time.  The questions that I’ve avoided answering will be revealed over the next 4 weeks.  I’m not sure I will share anything new with you, but I assure you, at some point in the next 4 weeks, you will nod in agreement, think about whether this will work for you, and ultimately, I hope, share this news with someone else.  What provoked me to go public at this time?

Prior to leaving on my trip to Ireland, I made a call on what was to be a new company that was interested in booking me as the closing motivational keynote speaker and to deliver a teambuilding exercise.  The young lady who called me had previously booked me twice with two organizations for whom she had worked prior to this one.  At some point in the meeting, my age came up as an assumption that I could relate to their young sales force because I was young.  The good news was I did not blow the deal when I told them I was 50.  We immediately closed the business meeting and continued the discussion on how I managed to look so young.  The CEO of the organization was persistent, and somehow got me to reveal a couple of secrets.  Before I left the meeting, he was texting his wife to pick up a specific product I’ve used for over 30 years.  I will be providing the name of 1 product I continue to use in this series.   His level of enthusiasm was off the charts, as I could tell he was thrilled to get this information. 

This was one of the first times I’ve answered the question, so I decided that when someone asks, I would give them a few secrets.  The same exhilaration occurred each time.  Some folks go to the extremes in trying to look young.  The most important point I can make is that youth is both driven and sustained from the inside out.  I believe our thoughts fuel everything.  

Robert’s Article Highlights:

Secret 1:  No Limit, Age is Just a number

Secret 2:  No limits to Learning

Secret 3:  No Limits to Laughter

Secret 4:  No Limits to Reinvention

Secret 5:  No Limits – A Transformative Product

Secret 6:  No Limits – Live with an Active Hobby

Secret 7:  No Limits – Create Your Own Growth Pursuit

You may download your copy of Robert’s 7 Personal Youth Secrets at this link: http://www.robertvanarlen.com/staying_young/

As the economic rollercoaster continues to adjust its speed and altitude, we all ponder the question, ‘When is it going to end?’ Just a couple of years ago, we were still riding pretty high and hanging on a string.  Today, we await new legislation that provides even more uncertainty of when all of this is going to end. The bottom-line is it does not matter because it will end when it ends.  At this very moment, the only thing that matters is defining your transformation.  What’s interesting is change occurs for most individuals when all other options are exhausted or when we are in trouble.  In the midst of one of the most challenging times in recent history, new opportunities are being created.  This month hundreds of new businesses are being started because of passion.  Today while you are reading this newsletter, someone you may or may not know decided to walk out of their fear to form the next bio-tech, medical services, green technology, solar-technology or small business to serve their community.  The only transformation that matters is yours.  At this point, we’ve all felt some level of pain, and we know someone who is going through unbelievable circumstances. 

Are You in Control of Your Destiny?

Where there is pain, there is the undeniable opportunity to grow and establish your own destiny.  This destiny could be in your current career, and the transformation for you might include setting new heights in your personal education and becoming a leader within your organization.  Your destiny might be forming a new enterprise by solving a problem in the community or world.  Ultimately, your destiny, if you choose to pursue it, must include passion.  

Why is Passion the Key?

With passion, you will never be obsolete.  It won’t matter what others think or say, because passion and purpose bring about true synergy.  Athletes are more successful when they are passionate about their sport.  Creative activities make us feel good when they become our passion.  I often describe finding your passion, like finding your song.  Music continues to be one of the greatest igniters of passion.  It’s not about singing in tune; no one has to hear you, you just know that it brings about a feeling of elation that changes your mood. 

My Gift to You and Your Friends

For anyone that you believe needs a little inspiration and push, I’m providing the opportunity for you to download a pdf copy of my book Focused Synergy for free.  Click here to download it.

How Can You Get In the Game?

First, don’t just jump in, make a plan. Jumping on the band wagon, without a plan, will do nothing for you. You have to evaluate everything you’re doing, from your website to your YouTube channel. It all has to be working together in concert, because if it isn’t, you won’t reap the benefits of someone finding you through a search on Google or other search engines. Today, your graphics, your message, the timeliness of your message, where it appears, and call to action can impact your business overnight. Equally important to making a plan, is building a database. If you are not finding ways to collect potential prospects and to communicate with them, you are behind the eight-ball already. You need to invest in ways that will grow your database so you can build new customers, and keep the ones you have now. If you need help trying to figure this one out, give me a call. It’s dependent on your business and who you are going after.

How Important is My Website?

Your website better rock their world. Websites have become your first line of offense and validation. Does your website articulate the vision and help achieve the goals of your organization? Websites today must do 2 things. They must give me something that is important that I might be interested in, and they must make me do something active. The active part is to make a call, sign-up, send a referral, let someone else know you exist, or buy something today. Most companies today have literally dozens or, in some cases, hundreds of sites to generate traffic. You can start creating your own feeder sites to generate traffic by developing a separate blog site that is only for marketing purposes. There are many templates using WordPress, and some are free. The purpose is to drive your message out in a number of ways that begins to grab the interest of potential prospects and clients.

Is there more?

Yes, there is a lot more, and my goal is to not overwhelm you. I’ve personally taken time to learn new strategies and source the right resources that can help any organization. Let me know if I can help.

Robert Van Arlen is a motivational speaker, business strategist and author of Focused Synergy – Orchestrating Your Purpose Path and Performance. You can learn more by visiting www.robertvanarlen.com.