What do you do and Why your prospects care?

So let me ask, what do you do? If I asked you what you do, what would you tell me?

What do you do?

DefinitiveSalesFinal032513If you answered, “I am a financial planner,” or “I am an accountant,” or “I fix computers,” then you got it wrong. This is not what you do but how you do it.
People want to know what you do first before they want to know how you do it.

If you are a financial planner, here is what I would hope to hear: I help people make the right choices about their money? or I help them make wise money decisions?

People want to know what you do before they want to know how you do it.

I use financial planner as an example because I sat down with a financial planner a few years ago and this is where this question came from. I ask him “What do you do?” His answer: “I’m a financial planner.” And I’m thinking, “No, that’s not what you do it how you do it.”
I told him that “we are meeting because you obviously either want my money or you want an introduction to my client base, right? So tell me, what is it that you do that would give me a reason to give you my money or to introduce you to somebody?” I got blank look as an answer. I then asked him “Okay, let me ask you a question in a different way. What do your customers experience when they buy from you because that’s what you do?” He could not answer the question. I would have been hard pressed to purchase anything from him. He could not give me a reason why I should by from him.

Take six minutes and watch this video on why the answer to this question, “what do you do?” can make the difference between making a sales and leaving empty handed.

Ron Finklestein
Business Growth Facilitator
Stay tuned for the announcement of our new web site
www.businessgrowthexperience .com
ron@akris.net /330-990-0788

Short Videos on Business Achievement & Success

Several of my videos on business growth and achieving success have been posted on the World New and Report web site.

This is one place where you can view key videos. The videos and what we cover are listed below. As you can see all are less than 11 minutes (because I know how busy you are.)

Here is the link http://wn.com/rfinklestein

  • Behavior of Successful Business Owners 6:54
  • 7 Secrets to Overcoming Adversity in Business…10:54
  • Anatomy of a Sales Call…6:38
  • How to Grow Sales…9:49
  • What Business Owners Can Do To Grow Their Business…9:56
  • Hey! It is all about taking action…6:57
  • Why Intelligent Self-Interest is Critical to Your Success…5:28
  • Nine Principles for Inspired Action: A New & Targeted Perspective…5:50
  • Only a few ideas…3:39
  • Ownership and Empowerment…2:55
  • Measurable, Repeatable, Predictable…3:12
  • Persistence…3:29
  • Free and inexpensive marketing secrets that works – part 1…9:40
  • It is all about results

Revenue and Profit Enhancement Specialist
Ron Finklestein
ron@ronfinklestein.com
330-990-0788
www.ronfinklestein.com

Why Should People Buy From You?

Why Should People Buy From You (or why do they buy at all?)

People buy for their own reasons. Here are two reasons that fits almost all situations:

1.       To Avoid Pain

2.       Create More Pleasure

If you are very concerned about what others think, you may be interested in the latest technology gadget. Buy buying the new gadget, you are moving into a pleasurable state of mind because you believe others will think you are cool.

Without getting overly complex, I believe people buy for only four reasons. People will avoid pain or create pleasure by knowing:

1.       You are the right decision

2.       You are the safe decision

3.       You make me more productive

4.       It appeals to my ego (how will I be perceived by others)

All four reasons specifically address the need to avoid pain and create more pleasure.

If they are convinced I am the right decision they do not worry about being wrong and taken advantage of.

If they are convinced I am a safe decision they do not have to fear negative outcomes of their decision.

If they are convinced I can help them be more productive (get what they want), they will embrace my solution because the pain they will experience by not achieving their goal.

If it appeals to their ego and they believe it will enhance their image and reputation, how could it be wrong? Look how good I look!

How do you determine why people will buy from you?

There are six question prospects want answered before they buy form you:

1. What Do You Do?

2. Why Are You Different?

3. Why Should My Prospects Care?

4. What Do You Do Better Than Anyone Else in the World?

5. Why is That Important to my Prospects?

6. Why Buy From Me?

Good selling! It will be much easier for you when you tell your prospects why they should buy from you instead of letting them figure it out for themselves.

Ron Finklestein

Consultant to Small Business Owner who Want Results
330-990-0788
ron@akris.net
Follow Me On Twitter http://twitter.com/rfinklestein
Register for my newsletter http://www.rpfgroupinc.com
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Watch the One Degree Difference Video – Takes 8 minutes

More Tools to Increase Your Productivity and Effectiveness

This is the second post on tools I use to increase my effectiveness.

Today I want to talk about authorize.net and VEMMA.

Authorize.net is a web interface if you need to process credit cards online. I have been using authorize.net for many years without a single problem.

Their pricing structure varies depending on options: reoccurring payment, check processing via account clearing house (ACH) and a variety of other options.

To my knowledge they do not provide credit cards only the online interface.

The other product I use is VEMMA.

Vemma is a nutritional supplement that I take daily. I find I am feeling better. I tested this product out over several months and even flew to Arizona to visit with the company president. Before Vemma I was in a good deal of pain. This was from years of running and martial arts training. I just hurt.  After 30 days taking Vemma I notice the pain was gone. I stopped taking Vemma to see if the pain returned. It did. I started taking Vemma again to see if the pain stopped. It did. I know have my wife and some business associates taking it because of the overall benefits. If you take supplements or if you are concerned about taking the right supplements then check out Vemma. My productivity and effective has increase because I have more stamina and I am thinking clearer. Here is the link: VEMMA

One more product next week.

To your success,

Ron Finklestein

330-990-0788
ron@akris.net

What is the value of the people you know?

What is the value of the people you know?

The One Degree Difference is in the people you know. 

I recently came back from a conference called SANG, short for speakers and networking group.  And I have met several very, very successful people and what was really interesting to me is what I found is that you always perform up to the level of the people that you are working with.

I’ve work very hard to creating some relationships with some of these individuals because I know that I really have to step up my games significantly to bring value.  Let me give you an example, I met Bill Bartmann. Bill is a billionaire. I had known of his material through a company called iLearningGlobal.  He and I were on the faculty there – and his goal setting process is just phenomenal.

I went to this conference specifically to meet him because I knew he was registered. When I met him, I told him all my clients had to watch his videos on goal setting because they were so good. All he said was “That’s great here’s a login to my website take whatever information you need, plagiarize it, copy and use it as long as it provides value.”

As we explored how we might help each other he said “Let’s starts small. Prove to me you can deliver what you say. If you say you can deliver and you do then we can take the next step. If you don’t then there’s no reason for us to talk.”  I loved his directness. He wasn’t mean or malicious.  His comment was not made because it was angry. It wasn’t done out of bitterness.  It was just a statement of fact. What he was really saying was “I am a busy man and I want to work with successful people.  I have a strong need to achieve and if you can help me with that then we can do business, if you can’t we won’t.”

So, thank you Bill for that wonderful piece of advice and for helping me make a one degree shift in my thinking.  I wish more people could so direct and forthright as you. If you read this Bill, please know that I am very grateful for your comments and I promise to be more direct with my readers and clients. I’m passing your advice on to my readers. 

Ron Finklestein
Business Growth
Your Business Coach

330-990-0788

ron@akris.net

 

ps. Please not Bill I will do what I said I would or you will be the first to know.

 

[0:02:00.2]

 

[Audio Ends]

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

Follow Me On Twitter  http://twitter.com/rfinklestein
Register for my newsletter http://www.rpfgroupinc.com
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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

 

 

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

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