Implementing the One Degree Difference in Marketing!

 

Implementing the One Degree Difference in Marketing!

“The greater danger for most of us lies not in setting our aim too high and falling short, but in setting our aim too low and achieving our mark.” — Michelangelo

The One Degree Difference: In one critical moment you can change your life with change in a single thought.

It is essential that you implement the One Degree Difference in marketing. When you do this it makes is easy for others to understand: what you do, why you do it, and what is in it for your prospects when they join you as a customer.

How do you implement the One Degree Difference in your business?

1.       Get really clear on who are your best customers/prospects.

2.       Clearly articulate what is in it for your prospects when they do business with you. You might hear this defined as having a unique value proposition that speaks to your prospects.

3.       Make it easy for other to buy from you. You can do this by taking your service (if you are in the service industry) and converting it to a product. This makes it easy for others to understand.

4.       Write educational marketing documents that help others to understand why it is in their best interest to work with you.

5.       Supply endorsement / testimonials to make it safe for them to see your value. These need to come from your clients.

How do you do this?

Ask. Ask your existing customers why they buy from you. Ask others what they look for, specific to your product or services. Call competitors and tell them you are doing research and ask permission to ask them some questions. Be sensitive of their time. My experience is that they will be happy to tell you about their successes.

Lastly test. Surround yourself with a mastermind group or a board of advisors and test your material. Request specific feedback concerning what they liked, disliked, needs changed, added or removed. I find this part to be the most valuable, especially if you have the right people on your board. The right people are people who want you to succeed and are willing to tell you what they think. Park your ego at the door and know the feedback is not personal.

This is especially important if you are experiencing any of the following problems:

·         Prospects don’t understand what you do.

·         You have no trouble getting in front of prospects and you are frustrated because they are not buying from you.

·         You cannot articulate why people should buy from you.

·         You have no clear processes. As a result, you find yourself babysitting your employees and business is suffering.

·         You know the Internet can be a powerful lead generation and sales tool and you don’t know how to take advantage of this powerful tool. What do others do that you don’t?

·         You are frustrated because you do not know what to say or do once you get in front of a prospect.

·         You are afraid. You do not know who to trust. But you know you need help.

Take control and experience the One Degree Difference in your business.

Your Business Coach

Ron Finklestein

The Small Business Success Expert

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ron@akris.net


The One Degree Difference – Change our Thinking, Change Your Life!

The One Degree Difference
Here is a short 13 minute video that discusses the One Degree Difference and how to implement in your life.
Learn how the one degree difference can change your life easily and effectively.

Comments welcome.

The One Degree Difference @ Yahoo! Video
Ron Finklestein
Small Business Coach
Follow Me On Twitter  http://twitter.com/rfinklestein
Register for my newsletter http://www.rpfgroupinc.com
Follow Me On Facebook http://www.facebook.com/ronald.finklestein

The One Percent Difference – Changing Your Life (and business) One Thought at a Time!


What is the One Percent Difference?

Einstein once said “No problem can be solved from the same level of consciousness that created it.”

What that suggests is that we must take input from others and look at the problem with a fresh set of eyes, with Zen eyes. Stated differently, we must look at the problem with a beginners mind. In a beginners mind there are no preconceived notions about how a problem can be solved; there are just possibilities, without judgment, that can be used to solve a specific problem. 

That begs the question of how do you change your level of consciousness to experience the beginner’s mind?

I believe you can do that through The One Percent Difference.

If we define The One Percent Difference as one new thought that enters your consciousness that change how you think, and hence how you act, you have experienced the One Percent Difference and created the beginner’s mind. This One Percent can make the difference between success and failure.  Over time that small change in thinking can change your life in a very big way.

Massive changes are not needed. Just simply changes. We are looking to achieve a simple One Percent difference in how we view a specific problem so that we can look at it the problem as Einstein suggested, with a new level of consciousness.

 How do we achieve this One Percent Change in thinking? It is not as hard as you think. Two areas that work for most people are getting feedback from our trusted advisors and continuous education. I find my advisors to be essential in thinking differently about my problems and understanding that none of us are without problems.  

From our peers we can experience great change safely. This is because multiple minds and multiple experiences allow for a new way of looking at things. This results in better decisions and safer decisions. The other area is via ongoing education. The best tool I found is www.ilearningglobal.tv. I was so impressed with it I signed up to distribute it. My clients love it. To learn more go to www.ilearningglobal.biz./ronf.

Frankly it does not matter what tools you use, you must act on what you learn. Being part of a great group do no good if you do not act. Having access to the greatest minds is useless unless you apply what you learn.

Try to look at each situation with a beginners mind and make no assumption or judgments about a give situation. Learn from others who have been there either via your mastermind group or a more structure learning environment.  Most importantly take action! Taking action on your new ideas will change your life (and your business).

Ron Finklestein

Professional Business Coach

330-990-0788

ron@akris.net

 

 

The One Degree Difference – How to Grow Your Business

In one critical moment you can change your life with no more effort than a shift in a single thought.

 

I call this the one degree difference! Are you a small business owner who is trying to grow sales and is stuck? Do need someone to help you but you do not have a lot of money and time to waste on long-term, nonproductive meetings? Are you tired of going it alone? If you answered yes to any of these questions then read on. You will be glad you did.

 

Who Should Attend

1.     Business owner with five or less employees

2.     Home based business owner

3.     Professional who must sell themselves

4.     Anyone who is responsible for growing sales and does not know how or needs some help

 

Why You Should Attend

1.     Learn the six questions every prospect wants answered about you and your company

2.     Understand the nine behaviors successful people implement daily (and why they are important)

3.     Internalize the one critical issue all business owners must address in marketing their business

4.     See if your business is in danger: The top 10 reasons a business fails

 

What You Will Learn

1.     How to increase sales

2.     How to change your behavior to get the desired results

3.     Why your peers are essential element in your success

4.     How to think differently about your business

5.     Why personal and professional growth are requirements of business success: The one degree of difference

 

Here are the details:

3560 West Market St.

Akron, Ohio  44333

Third Floor Conference Room

8 AM to 10 AM

Each Meeting is limited to 10 Business Owners

There is no fee to attend but registration is required. We are limiting attendance for each meeting to 10 business owners to ensure all questions get answered. To reserve your spot contact Ron Finklestein at 330-990-0788 / ron@akris.net or register at http://ssmab.eventbrite.com

March 11, 2010

Register at http://ssmab.eventbrite.com

 

It is all about results and only results!

I have been running advisory board for several years now and I have been asked why I offer a 100% return on your investment guarantee to the board members.

The answer is simple: we get results.

Let me share with you a case study.

I had a company owner join The Entrepreneur’s Advisory Board because he wasn’t closing any sales. Here are the three steps we took to help him:

1.His advisors had him create a presentation of 30 minutes he would take all his prospects through. This accomplished three things for him:

a.It slowed him down. He knew his product so well that his prospects could not keep up with him. This caused several problems for him.

b.We reviewed the presentation and his delivery for clarity and focus and made recommendation for improvement. During the presentation we had him include specific questions to get the prospect involved.

c.We changed the focus of the sales presentation from “look how great we are” to “here is what is in it for you” when you work with us.

As a result of that approach three things happened:

1.He started to understand his prospects differently. Objections started coming up that he had not heard before. We started to address each objection in turn and craft specific remedies to help the prospect understand better.

2.We saved him a lot of money in marketing because there was no need to leave behind marketing collateral. His prospects understood the product and process and what was in it for them when they worked together.

3.He realized he was selling into the wrong markets

He kept changing his presentation as he learned about his customers and addressed the objections in his presentation.
He changed his market from manufacturers to professional services firms and he determined the major hurtle that prevented his clients from moving forward with him and addressed this right up front in his sales presentation (they were concerned about the amount of time it would take.) He assured them it would take just a few hours and not the weeks of they thought they would need. He backed it up with a guarantee: if it took more time than planned he would reduce his price 10%.
After a lot of hard work his backlog grew to 10 good opportunities. He closed his first big opportunity recently that he expects will put 100K in his pocket over the next 12 months.
It was really fun for his group of advisory to watch the stress leave his body, see the smile come back to his face and watch work be fun again.

Not bad for six months of work.

Do all my clients get these results? Of course not. Not all clients are as coachable. Not all clients will work as hard and not all client will change their behavior when something is not working. He did everything that was asked to do.
Over the course of the next few weeks I will be posting more studies. I do not what you to think this was an accident or a onetime event. It was not.

Call me if you want to see how The Entrepreneur’s Advisory Board can help your business. If you are a business coach or a business consultant and you want to offer an advisory board service to your client please let me know.

Your Professional Business Coach
Ron Finklestein
330-990-0788
ron@akris.net

The World of Marketing Will Change Forever on 12/1/09

The world of marketing will change forever on 12/1/09

As a consumer I understand why the FTC is implementing these rule changes. I am frustrated by the abuse of marketer from all over the globe misrepresenting their products and services. As a marketer I am dismayed because I am an ethical marketer. I have never intentionally misled my readers. With that said, know that a lot of the rules are not clear but here are some of the highlights I took away from the webinar conducted by Joel Comm and Attorney Kevin Houchin. As a matter of nondisclosure I am not a lawyer and I may have missed some very important points. I would suggest you have a lawyer who specializes in marketing creative review your sales letter:

1.    Specifying results in an endorsement is a no no. Even if the results are true it suggests others should get the same results and we know that is not true. Even with the disclaimer “that result may very” does not get you off the hook. Endorsement should reflect what the average person can expect to achieve. This should be interesting because I have no clue on how one would measure that.
2.    If someone is being paid to endorse or sell (or sell) your product it must be disclosed (affiliates who are reselling your product are included). The consumer should know that the person marketing to you is making money.
3.    If an affiliates makes claims that are not true it appear you could be held responsible. This means you should monitor your affiliates and cancel their agreement as soon as you spot trouble.
4.    100% truthful ad can get you trouble for deceptive advertising because they may not be representative to what the “entire population of buyer” could achieve. The example use talked about a endorsement, though true, mentioned a net gain of $80K dollars that can be attributed to attending a seminar. How many in the audience can expect to achieve that?
5.    To provide an endorsement, one must be engaged as a client, and remain a client as long as the endorsement is being used. I wonder how this will work for a book.  Reading it is usually a onetime event and any gain are typically onetime gains because you read the book.  If you are a client, this relationship must be disclosed. If you stop being a client you must take down the endorsement. If they are not longer a client you must go back to them to see if they still feel this way if you want to use their endorsement. A little fuzzy is it not?

I would suggest you review the sales letter and your web site for potential problems. The FTC can freeze your bank account and not allow mail (your product) to be received if you are suspected of being in violation.

Again, please understand that this is my take based on a webinar I attended and since I am not a lawyer, and the rules are not fully understood, I am sure things will change.

Your Business Coach
Ron Finklestein
330-990-0788
ron@akris.net

What is the one thing…

What is the one thing…

I was meeting with a client the other day and I ask him this question.
“what is the one thing you wish someone had told you…”
I was amazed by his answer. “I wish someone would have told me I would die one day so do the things you love and do it today.”
I have since asked that question to many others business owners and their answers are just as powerful.
I am now asking you that question.
What do you wish someone told you…
Please leave a comment and know your answer may be used in my next book.
If you want to answer but do not want the world to know, please email your answer to me.

Founder of The Entrepreneur’s Advisory Board, The Mastermind Group on Steroids
Ron Finklestein
330-990-0788
ron@akris.net

Tough Times for Business


I found this great conference and I want to share some of what I am learning. I am including a link at the bootom of the page if you want to learn more.

We’re going to talk about the recession and some tips we’ve found work well for retooling the business in these tough times. These are some really great tips!

Outsourcing

Now is the time to get rid of employees and hire freelancers and other professionals online or around your city. Labor is a fixed cost but with the variety of outsourcing options you can change those fixed costs and save you money over the long term.

Excess expenses

Now is the time to look at office space, memberships, internet usage and a top down examination of every single expense looking ways to save money. While they may seem elementary sometimes we forget the simple things. If you have already done this step then you should re-evaluate some things you didn’t sacrifice the first time.  If you can’t sacrifice anything else then that’s the perfect transition to my next point.

Free Internet Marketing

There are plenty of free ways to market yourself online now and the nice thing is that they are accessible to everyone. Using facebook, social bookmarking, twitter, and other technologies is a great way to get new customers, network with other professionals and much more. The other great thing is that at the conference you will learn how to effectively use these tools in your business.

In short these tips should get you started on getting your business ship-shape for the recession. One the best things you can do for your business is attend the Thrive Super Conference. You will go home with notes methods and a variety of new technologies that will catapult your business forward.

If you want more free tips and to learn more about the conference read our blog:

http://thrivesuperconference.wordpress.com

http://www.thrivesuperconference.ning.com

Your Business Coach

Ron Finklestein

330-990-0788
ron@akris.net

Explore, Dream, Discover

I received this as an email from my friends at ilearningglobal.tv. They call it the Leading EDGE. I liked it so much that I am posting it here unedited. Thanks ilearningglobal.tv

“Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.” – Mark Twain  

The success of your life and businesses ultimately stems from what your give your time and your attention to.  This is why it is of the upmost importance to determine what matters most and then to commit to spend your days doing it.

 

This doesn’t mean you won’t have seasons of sacrifice where you will spend a huge amount of time on just work or building your business or career.  Far too many, however, end up spending their days, by default, on things that aren’t truly important to them.  Work can be important, it can be irrelevant or it can become a means to a greater more fulfilling path.  It is simply a matter of choice.

 

It is the path not taken, the opportunity left unexplored, the friend not visited, the idea not pursued that create the greatest disappointments in life and business.  Ask yourself this weekend, “What is holding me back or tying me down to a harbor of hesitation and even regret?”

 

Decide today to throw off the bowlines of worry, fear and discouragement.  Get out of the safe harbor with it’s comfort zones of mediocrity and the safety of skills already acquired.  You and your business were designed to set sail for a greater success yet unseen which is to be found on the seas and distant shores of extraordinary places.

 

You will never know how far you can go or what you can achieve until you commit to go – and go far.

 

Begin your journey today – it is the journey of a lifetime.  Set sail.  Explore.  Dream.  Discover. Do!

 

Your Servant,

Ron Finklestein

330-990-0788

ron@akris.net

 

p.s. contact me if you want to learn more about ilearingglobal. You will be glad you did.

 

What is Your Legacy?

What is Your Legacy?

 

I am often asked how to deal with the rapid rate of change, how to get more discipline and become more focused? If this is something you are interested in please read on but it is one of my more lengthy articles.

 

These questions seem to come from people being pulled in many different directions by sometime conflicting obligations: family, business, and customers, to name a few. I am experiencing these questions more and more and I want to share them because they seem to be a concern to so many people.

 

My answer is always the same.  I always ask the same questions. What do you do? Inevitability I always get the same respond. I am a stock broker, or an accountant, or a business coach or (fill in the blank). My response is always the same: that is not what you do, that is how you do it!

 

I then see a look of confusion set in. Sometimes the arms will fold indicating some defensiveness. Other times, they remain open but the confusion remains. What they are really saying is “What in the heck is this guy talking about?”

 

When they ask me that question I ask them another question, a specific, purposeful question. What legacy do you want to leave? How do you want your significant other, your children, your coworkers, and friends to think of you after your leave this world? What do you want your life to stand for? How do you want to be remembered? I ask these questions because this is what you do, your profession is how you answer these questions.

 

Some will say I want my family to remember me for always doing the right thing. Other will say I want to know I impacted many lives in a positive way. After further discussion I ask some clarifying questions such as “what does impact mean?” or “can you define positive?”

 

Maybe an example will help.

 

I recently met with someone who is a financial planner who was doing well and struggling to work less and work with higher net worth investors?

 

“What do you do?”

“I am a financial planner.”

“What outcomes do people experience in working with you?”

After a pause he said “we many products and services to handle most of your financial needs.”

“If I were to hire you, what would you tell me that differentiate you from the thousands of planner who want my business?

Short Pause

“I have these tools, and we do this, and etc”

I said “those are tools, tricks of the trade you use, what is the outcome I can expect in working with you?”

Longer pause

He finally said somewhat tentatively “we do not want to be greedy. We want you to make money. We put a plan in place that works for you, a plan you do not have to worry about. This allows you to sleep better at night knowing that that your finances are safe in these turbulent times?”

 

My comment back was “you help me get a good night sleep because we do not have to worry about risky investments, timing the market or any of that other stuff?

 

“Yes”

 

“Why do you do that?”

 

“Because it is the right thing to do!”

 

I said “so the legacy you want to leave is one of honesty, integrity and doing the right thing in dealing with others and they way you do that is through financial planning?”

 

“Yes”

 

“We can work with that!”

 

The financial planner was not just managing his clients’ money. He is saying that his legacy is teaching his children to do the right things. He is saying to his client’s I will take care of you because it is the right thing to do.

 

My next question to him was simply.

 

“If you want to manage money of people making millions and tens of millions of dollars, what behaviors do people who manage those kinds of portfolios do that you need to implement that allows you to be consistent with the legacy you want to leave?”

 

Let’s go back to the beginning of the article. How does this apply to be more disciplined in my business?

 

Simple. 

 

When you are faced with a decision you must test this decision against what you want to achieve in your legacy (or purpose). If what you are asked to do does not match up with your legacy/purpose then do not do it. It is that simple. The problem is getting clear on your purpose. The problem is thinking about your legacy. The problem is making a decision.

 

Many people are afraid of a making a decision because they do not know what they want or they are unclear how to achieve it.

 

Think about this for a moment: what kind of person must you become to achieve your purpose, to leave your desired legacy?

 

The purpose of this discussion is to help you become the type of person you want to be become and attract to you the type of person others want to work with and be with.

  

The purpose of this discussion is to help you make decisions based on something more important to you than what is convenient.

 

The purpose of this discussion is to simplify the decision making process so you focus on what is important.

 

In my case it is very simple. I want relationships that meet these criteria: I want to work with people who are honest, I want to work with people who have integrity, I want to work with people who believe in common sense.

 

Honest means they will tell what they believe to be right and fair and not lie to me.

 

Integrity means they will do what they say.

 

Common sense is defined as creating a win/win approach for both parties.

 

My life is simple. Every decision is based on those three criteria.

 

I have the same approach to my business. If I am approached with an opportunity, possible client, etc, I evaluate them the same way I do my other activities and I ask myself how doing a specific action will take me closer to my purpose. If it doesn’t I don’t, it is that simple for me.

 

As Stephen Covey says in his book Seven Habits of Highly Effective People, Start with the end in mind! The end in this case is your legacy.

 

Your business Coach

 

Ron Finklestein

330-990-0788

ron@akris.net