November 28th, 2007
By- Shama Hyder
How well can you define your perfect client?
Use the following questions to see how well you can define your ideal clients. It may be harder than you think!
Who-
- Are they male or female or both?
- What is their age?
- What does their family background look like?
What-
- What is their occupation?
- What are their hobbies?
- What is their greatest fear? (Kudos if you can answer this one!)
- What is their greatest need?
When-
- When do they realize they need your services? (Example-when things are really bad or when they want to sustain growth?)
- When are they sold on a service? (Example-after thorough research or after listening to friends?)
- When do they say yes? (What does it take to get them to yes?)
Where-
- Where do they live?
- Does it matter where they live?
- Where do they look for information?
- Where do they love to hang out? (Example-bars? bookstores? tech expos? online social networks?)
Which-
- Which is probably their favorite genre of movies? books?
- Which are they more likely to choose-
- Coffee or Green Tea?
- Whole Foods or Walmart?
- Yoga or Hip-Hop?
- Coco-Puffs or Cheerios?
- Apartment or Home?
- New York or Kansas?
How-
- How open are they to getting help when they need it?
- How do they think? (Example-logically, emotionally, or a bit of both?)
- How do they learn best? (Are they visual, auditory, or kinesthetic learners?)
- How do they rationalize purchases? (Before, during, or after?)
- How do they seek you out? (Online? Networking?)
These are some very in-depth questions, and while you may not have the answers to all of them, you should be able to to form a detailed picture of your ideal client in your mind.
Posted in Business School in a Box, Managing Your Business, Marketing Tools for Your Service Business | 2 Comments »
November 3rd, 2007
There is a common misconception that to be a good marketer you have to be loud and brazen. Although this may work for some industries (selling cars for example), it falls flat when it comes to selling professional services. Most clients don’t want to be "dazzled" by slick routines or by a knocking down of price. When it comes to selling professional services, substance is the name of the game. And luckily, most introverts are experts when it comes to delivering substance. Here are 5 steps to market and sell your services like a pro. 
1) Research - Introverts feel most comfortable when they are prepared. While extroverts can be great at winging it, introverts are very likely to stumble when they are unsure of how to respond. The best way to handle this is to be prepared. Do your research before you meet a potential client. A google search is an easy way to learn more. If you do find yourself stuck in a conversation, never hesitate to say "I’ll get back to you on that one." It is much more preferable to get back to a client on an issue with a well thought out answer than giving a a quick thoughtless one.
2) Leverage your Listening Skills- Introverts are naturally good listeners. Leverage these skills! The more you listen, the more likely you are to pin point the exact area in which they need help. If it seems like your potential client is also some what of an introvert, invite them to converse with you by asking open ended questions. Be sure that your non-verbals demonstrate that you are keenly listening. In terms of body language, be sure you are turned towards them. If your legs are crossed, make sure your crossing leg is pointed towards them. Lean forward and nod to encourage them to continue talking. (These are proven body language techniques that convey trust and openness).
3) Master the Follow-Up- In your meeting with a potential client you may have done a lot of listening, but it’s the follow up where you have to transfer what you learned into value for the client. Most introverts prefer online communications, so master the art of writing a fantastic follow-up letter. This is your chance to really wow the client. Show them what you learned about them and how you can help.
4) Give it Away!- The best way to attract clients to your professional service business is to establish your expertise and credibility. You can do this by writing a regular blog, publishing articles, and speaking at small gatherings where you feel comfortable.
5) Use the Media- The media is an invaluable resource-especially for introverts. Leverage the media to establish your expertise and attract clients. You can build valuable relationships with journalists who are always looking for good sources of information.
Don’t think that as an introvert you have a disadvantage in selling and marketing. You actually have a real advantage if you make the most of your own strengths and skill set.
Posted in Business School in a Box, Marketing Your Business | 7 Comments »
October 31st, 2007
I remember being terrified of Halloween when I was very young. I didn’t care if it was my cousin in a stupid gorilla mask. It was the mask that scared me! I couldn’t see beyond the surface. However as I got a little older, I started enjoying the holiday. I looked forward to dressing up as a princess or a princess bride (what else was there?). I imagined the hordes of candy my sister and I would collect before it was ever in our little pumpkin shaped baskets. My father joked that only America could make a holiday out of begging children, but I didn’t care. The same holiday that had caused me so much agony just a few years ago had turned into one of my favorite days of the year. I could now see beyond the gorilla mask.
Non-entrepreneurs are often like very young children-they are scared by the surface look of things. They can’t begin to imagine what thrill or treats await them. They don’t dare venture outside the door and into the ghoulish gates of their neighbors. They are rather content with a piece or two of the candy their siblings share with them. They tell themselves "that’s all I need anyway, I will get cavities like mom says, and well…there is always next year." New entrepreneurs are a little more courageous. They don a costume (a not so scary one) and go out into the world (with their parents of course), and are happy going down the street and back. They don’t risk going to the houses of people they don’t know and avert their eyes when they see the really scary costumes. Then there are the more seasoned entrepreneurs who know deep down that ghosts and goblins can’t hurt them. They go up to every house in the neighborhood and demand candy! Trick or Treat they yell! They smile and thank all those who fill their baskets. And at the end of the night, they end up with the greatest look. And everyone knows that only the coolest kids have the greatest loot.
No matter which category you fall into, you can always take the first step towards more treats!
Non-entrepreneurs- Are you really happy with a piece or two of someone else’s candy? (Yes, I know those bonus tootsie rolls can be tempting.) Going off on your own always looks and feels scarier than it is, but the truth is that once you get going-you will have a lot of fun! And guess what? The candy you get, is yours to keep!
New-entrepreneurs- Congrats on being half way there! To make it to the big leagues though you have to push the envelope a bit. Get out of your comfort zone. Go beyond your neighborhood. Allow yourself to get a little scared. Learn to ask for more candy!
Seasoned entrepreneurs- You really have this asking for treats thing down, but there is always more you can learn. And unless you keep pushing yourself to be the best, you may very well lost your spot as the coolest kid in the block.
Happy Halloween!
Posted in Business School in a Box, Leaders with Intuition, Managing Your Business | 3 Comments »
