Sales Tips – Page 2 – Change is Inevitable, Growth is Optional

Getting Your Message Out

When you start a new business, one of the first things you do is to create a product or service that is ideal for your target market. You set the price, you have the features and benefits and you are ready to rock and roll. Until you realize that you don’t know how to let your target market know that you have the solution that they need. It’s like having to ends pulling in opposite directions…you have what they need and they need what you have…so what’s next?

When I first started my company in 2009, I did not know one person in Dallas, other than the people that worked in the company I just resigned from…not necessarily the best people to share my message with. I had to figure out how I could let people know what I was doing, why I was doing it and with whom I wanted to share it with. So of course we always go back to basics and that is identifying your target market. Ok that’s done…now what? I could call everyone I knew and let them know but… I just finished saying I didn’t know anyone in Dallas and thought I should start with a model close to home first. My first option was to network and meet people…and I did…lots of people of course I networked anywhere and everywhere and 90% of the people I met were not my ideal target…but I did meet people and they did know people so that was working somewhat.

I also hired a business coach and of course, since I knew better, I didn’t really listen to all her brilliant suggestions…until she called me out and asked why didn’t I just roll down my windows in my car and throw money out of them since that’s what I was basically doing with my coaching sessions. She would suggest, I would resist. She would suggest, I would ignore. It was a wonderful cha cha…and that did continue for a bit until I was not seeing anyone want to do anything with me or my business and couldn’t understand why. So I asked my coach and she laughed and said ok now are you ready to listen?

She told me I needed to do two things to share my message in a wider circle but not stop doing the things I was already doing. You have to build wide not high to spread your name. So along with all the things I was actively doing in Dallas like networking and doing 1:1 connections, writing articles etc. I also decided to add speaking to my activities. Of course I wasn’t going to be able to demand big speaker fees since no one knew me, I had to keep my eyes on the goal…getting my name out. I started speaking at every Chamber, Rotary, Women’s organizations and any place that would have me. Each time I spoke, I not only met people but I also perfected my talk so that it was more focused, relevant and valuable to the audience.

The other thing my coach told me to do, was to write a book…that was NEVER on my radar and again our dance continued until I finally cried “Uncle” and promised to give it a shot. It took me about 6 months to write the book and the first printing of 750 books was delivered to me at a conference where I was the keynote speaker on a stage of almost all men, to a group of almost 4,000. The books sold out and I had people ordering them online and it was awesome.

Now, when you ask people about Judy Hoberman, many know me. When you ask about Selling In A Skirt…most know my company and my message. A lot of time and hard work was needed…of course had I listened sooner, who knows how much time might have been cut out of the equation.

So what are some ways to get your business and your name known? Well, for starters I would try to get myself entrenched locally…again, use it as a template and see what works or doesn’t instead of jumping on a plane only to realize, you should have tried it locally first. Here are a few suggestions…

It’s all about relationships. Whether it’s with business owners, CEOs, Presidents of companies or other entrepreneurs…build the relationship before you need it. I realize you need it now, but not with everyone at the same time. While you’re at it, start developing relationships with local reporters. Do you know how valuable you can be to a reporter? You are a new business, or an existing one. You are in the community and you might have some valuable insight into a story they are working on. Or perhaps you can bring a story to them. Trust me, reporters look for people that have a story that is interesting or intriguing and….most importantly show up. Once you do, and they know they can count on you…you become a favorite. I am on a radio show in Oregon every month as a business contributor. Why? Because we talk about things that are interesting to HIS audience.
How about local newspapers or magazines? Why not be a contributor there? Any idea what happens when you are published? You are now the expert in your space and you can become a regular contributor. Once you get one article published, you can use that as a resource for others.
Ever thought about winning an award or being on a local list? You know the newspapers and magazines I just mentioned? They run contests, awards and produce lists of the best of the best…if you don’t have anyone to nominate your business, do it yourself. Remember, the goal is to get your name out there so find an award or list that reflects your area of expertise. I was recently named Mentor of the Year from The Women of Visionary Influence here in Dallas. I was nominated without me even knowing about it and was truly honored.
Network with intention. Yes, you can go to every event and meet lots of people and yes those people know people but…it might be a better move to network with your target audience or your strategic partners. I would rather have 5 qualified networking events a month than one a day that is truly non-productive. Can I just say, been there, done that and bought the T-shirt…many times over?
Relationships are not just with people that you are hoping will share your name and brand. They should also be with your clients. Think about what a happy client will do. They will give you referrals and testimonials. They will keep coming back and bringing their friends. They will want everyone to have the same incredible experience with your company as they did. This does not happen the first time you do something great and they buy something from you. That is the beginning. The follow-up is the most important part of the sale. Many times clients will be excited to be at the ground-floor with a new business. You get to let them in on what’s coming next and when they know you are trying to build your company, depending on the experience they have had with you, they will either help you or go running into the hills. Let them know that you are there for the long-haul and nurture those relationships.

Remember, the customer’s perspective is your reality.

What Would You Do-Over?

I was thinking about some of the things that have happened in my life, both the amazing and the not so much fun times. I started daydreaming about the woulda, coulda, shoulda ways the outcome might have been different and realized that things happen just as they are supposed to and that everything we do has a lesson attached to it…but what if we got a second chance to change things? What if we were able to take some of the adversities we go through and turn them around and what if we had a Do-Over?

When we think about fairy tales, everyone lives happily ever after…but even fairy tales have adversity…the poison apple, the lost shoe, being locked in the tower…. That is something that every one of us has to go through at some point in our lives. Will it create us to feel broken or damaged? Will it make us feel stuck? Will it define who we are? What if we decided that we are going to overcome this situation and perhaps look at it from a different perspective? Is it possible to step outside of your situation and think about the advice you would give to that person going through it? Of course, we are our own worst critics and as a coach, I can see clearly what’s going on in someone else’s life…but the truth is that I’m just too close to what’s going on in mine to step outside of it. And sometimes, you can’t even put into words what is happening in your life. Ever feel like that?

When I was working in my corporate position, I knew I wasn’t in the right situation. I loved part of what I did but what I didn’t love definitely outweighed the positive. I knew there were changes that needed to be made but wasn’t sure what, how, when it would or could happen. When I decided to think about me for just a few hours, I listened to someone, who later became my business coach, speak to a group of women. Her message was “Get Radical” and although I am a child of the bra burning, pants-suit wearing feminist’s era, getting radical and being radical was not on my bucket list. However, it was as though she spoke directly to me in this crowd of women and I knew that I could get out of my situation and start over…again. I had started over for other reasons in my life, but this was going to be a doozy. Let’s just say, I’m like a cat and land on my feet, but this time felt different. The first thing I had to do was emotionally detach myself from my situation. Sounds easy right? Well here are some ways to do just that:

~Accept what is going on-the more you fight, the more you lose. Why stay in a situation that will eventually cause you more suffering, whether it is emotionally, financially or physically. What the key is in the situation is not getting rid of it, it’s how you react to it. Remember life is 10% of what happens to you and 90% of how you respond to it.

~Try and look at this as a positive thing-As much as we don’t want to admit it, going through adversity can actually be a good thing. As I said, every situation you go through should give you some lessons to take you forward. If everything was easy breezy, don’t you think life would be just a little boring? I know we wish for boring some times, but the challenges we face bring us to understanding just how great it is to get beyond the challenges.

~Keep your purpose alive-If you lose your purpose and passion, adversity wins. Remember why you started doing what you are doing. Remember who and what brought you to the dance and remember that the outcome is bigger than the present situation you are going through.

And finally

~Remember your personal board of directors-make sure that the people that are around you, can guide you away from the adversity you are going through. You cannot and should not try to do things by yourself. When you choose staying in bed with your blankets over your head rather than facing the situation head on, you are destined to go enter that downward spiral.

Let’s admit that life has its ups and downs and as we all know and have been taught, that what doesn’t kill us, makes us stronger . Sometimes the challenges we go through seem to last much longer than we had hoped for but that shouldn’t mean we give up and accept defeat. It just means that there could be a second chance heading our way that gives us an opportunity to begin again. Now that doesn’t necessarily mean that you get to have a complete do-over and rectify your mistakes. But it does mean you have the chance to look at ways to make different choices and try it again. Taking that second chance may just give you back some of the confidence you lost or see things in a different light or maybe even defy all odds. Sometimes life gives you a second chance because maybe the first time you weren’t ready.

When I go back through my life and think about all the different challenges I faced, it’s a wonder I am still standing and smiling. As a single mom for 19 years, I had the challenge of supporting my children emotionally and financially. I did not have the luxury of not succeeding. It was my job to create an environment where they were loved, nurtured and had the ability to succeed. My motivation were my children. In fact, people laugh when I tell them that on my desk, where I made my calls to schedule my insurance appointments, were pictures of my children and their tuition bills…nothing more motivating than that.

I also had one hand tied behind my back because I added to my own situation when I was the only woman in my company and I was a commission based salesperson. You see, I chose my career. I chose to do what I did and how I did it. I chose to make things happen. We all make choices and whether or not some of our adversities are because of choices we had made or not, again, it’s how we are prepared for battle. I relied on believing in myself, my family, my friends and my faith that I would get over that enormous challenge and be successful…whatever my definition is. As Zig Ziglar said, “Sometimes adversity is what you need to face in order to become successful”. A little background music can add to that as well J

Making Your Sales Relationship Into A Selling Relationship

Building relationships requires time, effort and patience. It requires a strategy unique to each situation and prospect. It doesn’t mean developing a shrewd approach to ingratiate yourself with your prospects. If your approach is not heartfelt, it won’t work because people can see through a phony attitude. Successful companies and salespeople are service oriented with one goal in mind…getting the best and most for their money.

I’m sure most everyone is familiar with Southwest Airlines. Their focus is on building relationships and customer service and oh, by the way, they also fly airplanes!

Many salespeople go right into promoting their product or service as soon as they get the prospects attention instead of focusing on the relationship.

Most successful salespeople are relationship focused rather than sale focused. This is important before, during and after the sale.

Some things to remember:

Listen more than you talk. This is the key to building relationships. Jeffrey Gitomer said this so eloquently~ “You will never listen yourself out of a customer.”
Stop talking and ask questions-Asking questions begins the relationship, listening cements it
Be generous with your time even before you make a sale. Treat them “as if” give them valuable information, give them referrals to their business and send a handwritten thank you…even without a sale
Use tools to stay in touch- detailed notes you can refer to i.e. new baby, wedding, new home. You would be surprised how you stand out of the crowd just by asking how their vacation was or how the wedding was or in one case for me, remembering that the reason the original appointment was rescheduled was because a new floor was being put down
Touch people without selling them i.e. congrats on an award, google alert or even a great article that reminded you of them. It’s not always about selling to them.
Be consistent, persistent and professional. You want to be remembered for the right reasons

Selling is about building relationships. This cannot be said enough.

Did you know that it costs 5x more to get a new customer than to keep an existing customer? Translation=there is value in long term relationships-they turn into repeat buyers and become your walking ambassadors. Businesses don’t do business; people do business. Don’t miss out on the opportunities to develop relationships with a prospect because you are too focused on your sales pitch…Research confirms that companies and individuals who work hard at building and maintaining strong business relationships consistently outperform those who do not.

Remember always to Be Interested and not Interesting…

Ten Useful Tips For The First-Time Business Owner

Owning A Business Is Extremely Exciting; It Is Also Hard Work And It Is Easy To Make Mistakes!

You will not avoid every mistake of a first-time business owner, but with the right guidance you can make good decisions and avoid the problems that may cause some business owners to give up. Hang in there; it does get better!

Here are ten useful tips for first-time business owners to help you stay on track:

Focus. It is easy to get sidetracked, so stay on task. It may help to have weekly or even daily meetings with others to bring you back to center.
Do What You Know and Know What You Do. You got into business because you enjoy doing something, most likely. If this is the case, stick with what you know and like. Just because someone comes up with a “great idea” for a business does not mean it is right for you.
Say It Fast or Don’t Say It At All. There is an old adage that says that if you cannot say something in under one minute it will take you ten. Be prepared to pitch your business in under a minute at any time. You never know when opportunity may arise!
Know What You Know, What You Don’t Know and Where to Find The Answers. You do not have the answer to every problem. Be sure to surround yourself with those who have these answers and lean on them when necessary.
You Are a Start-up, So Act Like It! It is easy to get carried away with spending, but it is important that you do not. Be sure to act as if you are a “starving artist” when you start a business.
Learn From Your Mistakes. You are going to make mistakes, so treat them as learning opportunities.
No One Will Give You Money. Grooming investors comes later. Right now, you need to prove that your business is viable.
Take Care of Yourself. Eat, sleep and exercise. You cannot function if you are not healthy.
Actions Speak Louder Than Words. Demonstrate by your actions that you are a person of integrity.
Know When To Quit. Stop before you are forced to quit. If your idea does not work, try something different!

Connect with Judy Hoberman on Social Media:
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It’s The Little Things That Count

Here’s the scenario….you are in a restaurant way out of town. You have no connections or relationships there yet you are treated as if you have been going there forever…

The Colonel and I decided to get out of town for the weekend. We headed northwest to a little town in Oklahoma….ok some of you are already rolling your eyes thinking of me in Oklahoma….but, it was a cute and quaint town and resort.

The first night for dinner, we went into the resort restaurant and wanted a glass of wine. Well, the choices were limited and I’m not a wine connoisseur so when we were told that most weren’t available, I went to the bar with Kitty, our waitress. She was very apologetic that there wasn’t enough of one kind for the two of us. I told her we would have different wines and no worries. I went back to the table and told the colonel and he too was fine. Kitty did find us enough of one kind, not our first or second choice, and thanked us for being patient. She did ask us what kind we would have wanted if available from the choices at the bar and we told her.

We had dinner, the food was good and we drank our glass of wine and left.

The second night, we went back to the restaurant and had our same table, and guess what? Kitty was waiting for us with a bottle of wine and glasses, and it was the kind we said we would have wanted. She didn’t know us or even sure we would show up, but she was ready…just in case.

We were flattered and told her how amazing she was. She has a huge smile and thanked us…she thanked us rather than thinking we should be thanking her. We did over and over again and she came and checked on us numerous times and I know not only did she make our night, we made hers.

Being in Oklahoma was special because I was there with the colonel but also because it’s the little things that change your life….and I think she felt it as well.

It’s All About Relationships

This past year, I have been featured on Fox Business News radio so many times and of course, I have my favorite stations and hosts. When I get my list of stations at 5am, I always look to see if I’ve been on their stations before and if we have a relationship built or if it’s a new station and it’s time to begin a new relationship.

You can always tell when I’ve been on a station multiple times because there is that ease and comfort and maybe even some bantering back and forth. Many times the host will say something that he/she remembered about our last encounter….it’s all about relationships.

As many of you know, my second book, “Famous Isn’t Enough, Earning Your Fortune As An Entrepreneur”, is ready to be launched and I’m super excited about sharing some lessons learned, and trust me there are LOTS to share. I contacted one of my favorite hosts because I wanted to send her a copy.

She and I have built a wonderful relationship over the past year and I value her opinion and friendship. Guess what? She asked if I would be on her show to talk about my new book? So please give a listen to my friend and fav, Mary Jones on The Talk of Connecticut as she dives into my book!

It’s all about relationships!

Determining Your Niche

Why is it that when someone asks who your target market is, the response many times is “everyone”? How can that be true? Is what you offer really good for the immediate world?

The more you are able to describe and pinpoint your niche, the more profitable it will be. Others will understand who they can refer to you and you will be able to craft a message directly at that group. Women generally have a more difficult time with this than men…why you ask? We don’t like to leave anyone out!

That’s so nice…

However, if you want to be more productive, sit down and define, describe and determine who your tribe really is.

Listen to my interview with Diane Helbig to hear more about “Determining Your Niche” by clicking here.

Happy Selling!

“Act As If”- Notes on Time Management

Time management is one of the hardest concepts entrepreneurs have to grasp, especially when it means working from home. Many people find the transition from an office routine to the self-employed lifestyle confusing, because there are no rules. The only person holding you accountable to putting in a full day’s work is you, and the desire to procrastinate is ever-present.

I have been working from home for almost 30 years, so it is second nature to me. The key is to establish structure in both your day and your environment, so you can focus on work without distraction. By developing a few new habits, you will quickly get into a groove to run your business successfully, whether from the spare bedroom down the hall or the coffee shop down the street.

Act As If

First things first: You should get up every morning as if you had an office to go to outside your home. The key phrase here is as if. Live your life as if, and soon it will be. Be prepared and be professional. Now, I’m not saying you need to wear a suit or put on heels and stylish accessories before taking on the day’s projects. I’m saying you have to be ready to get in a professional mode.

Even though you may not physically see your clients and prospects, they can tell when you are play working. (What is play working? It’s when you pretend you are working—you play like you have a job—but you’re just doing busy work and nothing productive is happening.) With the introduction of Skype, Zoom and Google Plus, you never know when a client will ask you to get on a video call. Wouldn’t that be great if you look like you rolled out of bed?

I will be the first to admit that I love my “sweats” days. Although my brand is Selling in a Skirt, when I have a big work project I need to get done, I stay in my sweats all day, throw on a baseball cap, and hunker down in my home office for hours at a time. Those are the most productive days for me. Writing my books took place on many of those days. But, there is a difference between “sweats” days during the week and those on the weekend. During the week, I still don’t have to leave the house, but at least I’ve put on some light makeup and run a brush through my hair. I may have no intention of being seen in public, but that doesn’t mean a client or prospect won’t decide to ring me up for a Google Hangout. Always be prepared to put your best face forward, even on the fly.

Read more about Time Management in my new book Famous Isn’t Enough!

Study: Can men or women tolerate more pain?

Sometimes I have to laugh at the studies that are done that make the news. Many times though, these studies are just updates from previous ones and sometimes they think they are making an old study current. In any case, this particular study about who tolerates more pain is definitely an oldie but a goodie….depending on where you sit. My personal opinion is that men are stronger physically in most cases and women are not afraid to admit when something hurts…ok study complete.

Truthfully though, when this topic does come up, the first thing that both men and women will bring up is childbirth. And this study (I’m going to go out on a limb and guess that male researchers are behind this study, and I want to see the science behind this one.)

If men had to go through childbirth, I can promise you there would be a lot more single-child families on the planet!

What do you think? -> http://www.wwl.com/pages/14702207.php?contentType=4&contentId=11767803

When Is A Group Too Small?

So many times I’m asked why I speak to small groups. Isn’t it a waste of my time? Wouldn’t I rather have an audience of thousands?

Well my friends, there are so many ways to respond to these questions. To begin with, when I first started my company, I needed to gain brand awareness so I would speak anywhere and everywhere I was asked. I was getting my name out and also practicing different talks to see what would become my “signature” talk.

What I ultimately found was that I related quite well to these small groups. I am an entrepreneur and new to these surroundings. Often I attend meetings and listen to speakers. I watch them to see if they have a look of disappointment when the attendance is low. Some do and some don’t. The smart ones don’t because they know, as I do, it’s not always the people in the room that can take you elsewhere; it’s the people they know that you now have access to.

Case in point-I was asked to speak to a somewhat small group a few weeks ago. I agreed many months ago and as the time got closer, I was feeling a bit overwhelmed. I am working on some big projects that have been taking my eye off the ball so to speak. (That’s another blog post for a different time.) When I arrived at the event, I talked to a few people, had lunch with others and then got ready to speak.

I only had 30 minutes but in those 30 minutes I built some amazing relationships. You see, I used some of the information I learned prior to my talk and shared it with the audience. They appreciated the fact that I actually was able to convey some of their challenges simply by listening to a few people for a few minutes. When I was done, I was approached by a few attendees that asked if I could be the keynote speaker at a large convention and added 2 more coaching clients to my business. Now, think for a moment, it was an event that for many had no potential for future business.

Now let’s not forget the last question from the beginning of this post….wouldn’t I rather be talking to an audience of thousands? I love speaking period. When I speak to thousands I connect with a few people at a time so that it makes them feel as if I am talking directly to them and makes me feel as if I’m in a relationship with just them. 5 to 5000, to me it’s all the same.

Remember a few things:

You are never wasting your time talking to a small group

It’s not necessarily the people that are in the audience that can help you; it’s the people they know

The people that are supposed to hear your message are the ones that show up

Happy selling!