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

Do People Really Care About What You do?

Be the One to Degree Difference. 

I recently had a tooth remove, it require surgery because it is one of those big ones in the back of my mouth. As I was talking with the surgeon before the procedure he was telling me that his wife didn’t really understand what he did. He went on to say, “Most people don’t even care what I do.” 

I look at him and with all the seriousness I could muster, as I’m sitting in this chair waiting for him to operate on me, I said “ I care right now very much”.  I was amazed by the look on his face because he finally understood that people do care about what he does. He got me to thinking, do people really care about what you do. I don’t think they do. 

I think what they really care about is what they will experience when they work with you. What they want to know is what outcomes they can expect in working with you.  I didn’t really care what the oral surgeon did or how he did it.  What I really cared was that he was going to take away the pain that I was experiencing. Since I believed that I was willing to do what he felt was necessary. 

I cared very deeply about what I was expecting to experience in working with him. I did not care at all about how he did it, especially if he wasn’t going to introduce any more pain. I have come to realize that people don’t really care what you do.  What they really care about is what they will experience in working with you.  This should be you marketing message.

So, if you are wondering if people care about what you do, you’re asking the wrong question.  The real question should be “do people care about what they experience in working with you.”  I would suggest to you, if you’re in business, the answer has to be yes or you shouldn’t be in business. 


Ron Finklestein

Your Business Coach



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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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

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

Marketing to Four Generations Working Side by Side

It is all about Marketing, expecially to the Four Generations now Working Side by Side.

I was watching Terri Murphy (www.ilearingglobal.biz/ronf) discuss the communications stlyes of the different age groups. According to Terri Murphy, there has been no other time in history where we have four generations working side by side. All required different communication style when you are marketing.

The Civic group is ages 61 and up. They demand respect. For effective communications, they like written or spoken communications and consider texting rude.
Baby Boomers, ages 44-60, likes long lasting relationships, stability, respect, and will delay gratification to get what they want. They tend to focus on team goals. For effective communications, they prefer email communication. Some will use texting but overall they tend to avoid texting.

Gen Xers, ages 32-43, are into personal gratification, like a sense of community. They are the original latch key children. They are independent and like change. For effective communications,, They like you to speak their language get right to the point.  They want you be supportive in action and words.
Gen Yers, ages 14 – 31, are confident, like technology and like to use technology for community building. This age group prefers text message, like 24×7 self service web sites and they are not brand loyal. They like a good price and good buying experience. For effective communications,, it is all about them. They prefer non-traditions work policy.

It is interesting that some new marketing tactics is direct marketing to the cell phone via text messaging. The yourg generations loves this concept. Many of the older adults I talked with find it to be another unwanted intrusion into their personal space.

What do you think?

Ron Finklestein
You are the action you take
Business Coach

“It is not the strongest of species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin

“Your success and my success are totally dependent on how well we communicate, influence, motivate, lead, counsel, mentor, sell and persuade those we deal with on a daily basis.” Ron Finklestein

When you read the section below, you will learn how to build trust faster, create better relationship easier and take the stress out of your relationships. How do I know? I did that using the information below. When I teamed up with Dr. Tony Alessandra and Scott Zimmerman to write The Platinum Rule? for Small Business Mastery, I was trying to communicate that your success and my success are very much dependent on how well you communicate, influence, motivate, lead, counsel, sell and persuade those you deal with on a daily basis. The Platinum Rule for Small Business Mastery takes 12 areas of business and discusses how to apply The Platinum Rule? for more and faster success.  It is the foundation for my entire coaching and consulting program. Because it is so important I wanted to give you an overview.
As I work with people who experience success, I realized that these individuals are the ones that seem to understand the importance of others and the role they play in their lives. The others I am referring to are the employees who work for us, customers who buy from us, family who inspire and depend on us for their physical, emotional and psychological needs and the friends who enjoy our company.

A few years ago, I was teaching a class on The Platinum Rule. At the end of the class, one of the participants came up to me and asked my “why don’t they teach me this in high school?” I could not answer that question then, but I think I know the answer now. I think, because we are a part of the human race, people expect us to acquire this skill from our parents, interaction with our peers and from others we deal with regularly. I am not sure that is a valid assumption, especially if the people teaching us may not have acquired the necessary skills.
It is not my intents to go into details about The Platinum Rule here but I want to give you a brief overview. There are almost twenty books written about The Platinum Rule. You have The Platinum Rule for Small Business Mastery, The Platinum Rule for Trade Shows Mastery, The Platinum Rule for Sales Mastery, etc. To see a complete list Platinum Rule products go to www.alessandra.com.

The Platinum Rule® will allow you to:  lower interpersonal tension and increase trust, know your own behavioral tendencies, recognize the behavioral style of others, and adapt your style for success.
I asked Dr. Tony Alessandra to provide an overview of how you might treat others how they want to be treated.  Here is what he had to say: 

Introducing the Platinum Rule – A Modern Model for Personal Chemistry!

Has the Golden Rule lost its glitter?  Absolutely not!  The Golden Rule has as much “glitter” as ever.  I believe and practice it 110%, especially when it comes to values, ethics, honesty and consideration.  However, when it comes to interpersonal communication, it can very well backfire.  The Golden Rule states, “Do unto others as you would have them do unto you.” Basically translated, that says to treat others the way you would like to be treated, which of course isn’t always the case. 

An addition to the Golden Rule is The Platinum Rule:  “Treat others the way they want to be treated.” The focus of the relationship shifts from “this is what I want, so I’ll give everyone the same thing” to “let me first understand what they want, and then I’ll give it to them.”

The goal of The Platinum Rule is personal chemistry and productive relationships.  You don’t have to change your personality.  You simply have to understand what drives people and recognize your options for dealing with them.  The Platinum Rule divides behavioral preferences into four behavioral styles:  Director, Socializer, Relater, and Thinker.  Everyone possesses the qualities of each style to various degrees and everyone has a dominant style.  The key to using The Platinum Rule is to understand a person’s dominant personality style and treat him/her appropriately.

Here is a very basic breakdown of the behavior styles defined by The Platinum Rule: 
Directors are driven by two governing needs:  to control and achieve.  They are goal-oriented go-getters who are most comfortable when they are in charge of people and situations.
Socializers are friendly, enthusiastic and like to be where the action is.  They thrive on admiration, acknowledgment, and compliments.  They are idea-people who excel at getting others excited about their vision.
Thinkers are analytical, persistent, systematic people who enjoy problem solving.  They are detail-oriented, which makes them more concerned with content than style.  Thinkers are task-oriented people who enjoy perfecting processes and working toward tangible results.
Relaters are warm and nurturing individuals.  They are the most people-oriented of the four styles.  Relaters are excellent listeners, devoted friends, and loyal employees.  They are good planners, persistent workers, and good with follow-through.

The Platinum Rule provides powerful life-skills that will serve you well in all your relationships:  business, friends, family, spouse, and children. 

I want to discuss what I know understand by learning and applying The Platinum Rule and why I think The Platinum Rule is so important.  When I first encountered The Platinum Rule, I would listen to the program regularly, usually yearly for several years. I did this because Tony is an engaging speaker and the material was new and fresh. But I was not ready to really hear its message at that time.

I reached a point in my life where my relationships were not working. I was laid off from a job. I was no longer connecting with my wife, and my children. Suffice it to say things were not going well and I needed some help. About that time, I found Relationship Strategies on the shelf in my bookcase and decided to listen to it yet again. I finally reached the point where I started to understand it and could apply it. After listening yet again, I could finally see why I was having problems in my relationship, both at work and at home; I treated everyone as I wanted to be treated.

I had a strong need to be rights and had little tolerance for others if they could not substantiate their thinking. I was not concerned with feelings, it was all about results. The real problem was my standards were so high that I cannot always live up to them, and yet I expected others to.

When I finally understood and implemented The Platinum Rule strange things started to happen: over time, I had less and less stress in my relationships. I began to understand others and their behaviors. I understood that others did what they did to take care of themselves. I stopped personalizing others behaviors and saw it for what it is. This is not to say I do not have problems in my relationships. At times I do. I now understand why people do what they do and how to handle the individual situations I encounter.

I teach The Platinum Rule from two perspectives: dealing with difficult people and creating better relationships. Dealing with difficult people discusses how to identify and respond to difficult people. When I teach this material (dealing with difficult people), I spend a lot of time on personal beliefs. Many times I find the attendees expect others to know what they are thinking. Early on in the class I tell people I am not a mind reader. So I ask many questions to get clarity when necessary.  When I teach creating better relationships, I focus on what works and how to do more of the same.

I tell the story about my wife. One time she was upset with me and I assumed she was asking for some help. I made what I thought were some good suggestions. She stopped right in the middle of our discussion and said “all I want you to do is listen.” I realized I was treating her how I would expect to be treated in that situation. That was an incorrect assumption. For the longest time, when we talked, I would ask my wife what she wanted. “Do you want me to listen or do you want help?” This eliminates many disagreements in our house. Now, my wife starts the discussion with “can you just listen?” or “would you help me?” Either way I know what is expected of me and this allows me to treat my wife the way she wants to be treated.

When I tell this story in my workshops, many of the ladies get upset with me. They assume I should know what to do without asking. The gentlemen in my class really like the idea of asking that question. I tell everyone that I am not a mind reader and without questions I cannot understand the situation. I ask for their patience and by the time the workshop is over they understand better the value of the question. 

One of the things that I find in these classes is that people are afraid to ask questions. We are taught not to pry or ask why. We don’t want to look stupid. As a child, how many times did you hear “because I said so?” I was taught as child not to ask for anything because the answer would be no. This was both a blessing and a curse. A blessing because I learned to be self-sufficient; a curse because it would have been so much easier if I told people what I wanted instead of assuming no would be the answer. It took me years to understand that people appreciate being asked questions, provided they are asked in the correct manner.
So How Do I Use This Information?

Most everything we do we do with others. Since I became proficient at using The Platinum Rule, my relationship with my wife has never been better. I have one child that is a Thinker and one that is a Socializer. I have learned to meet them where that are and treat them as they want to be treated. This has resulted in great relationships with my wife and both my children.

I use The Platinum Rule is sales and I have learned to identify clients that I enjoy working with. Clients who value me and the services I provide. I created a Business Mastery Advisory Board for business owners and we get great results. This happens because I treat the members the way they want to be treated.
I use it when I am coaching and counseling employees and customers. I use it when I write marketing copy. I use it with my family, friends and associates. 

I had a client, a small company of 10 people, where everyone walked out of the company at the same time. I was called and asked to see what I could do to get the company back on track. I met with the business owner and his daughter, all of the employees and some of the vendors. The owner was working at the business part times. He was trying to retire. He had his daughter running the day to day operations of the business. The owner and the daughter were fighting in front of the employees and a son was waiting in the wings to take over the business when it failed. 

The answer to the problem was simple but hard to implement. Each employee stayed because they really cared for the owner. He was fair, a people person and he listened when someone wanted his time. The daughter on the other hand, was handed the business and she did not understand it. She made decisions that were in her best interest and created rules to make her life easier; not the employees or customers. The father was a Director with a strong understanding of people and their needs. The daughter was an extreme Socializer who disliked routine and boredom. The rest of the team was Relaters who cared deeply for the father and the business.

Once we took them through the interview process, training and resolution process, they better understood the impact their behavior was having on each other, some organizational changes were made to better define the day to day procedures, an employee handbook was created to clarify company policy and the hard work began. Though it was not easy, the company started creating a way each employee could address problems in the organization in a way that was positively received by other. When I left the organization, people enjoyed their work again, the new policy manual help create harmony because everyone now understood the rules and the owner was clear on his exit strategy. 

The Platinum Rule is easy to learn and use. The tough part is being persistent enough to use it until it becomes second nature to you. Ask yourself how your life would be different if you knew how to build better and more effective relationships? Would your relationship with your wife or children improve? Could you increase sales and make more money? Could you spend less time addressing people issues because they understand you the first time?

Email me if you want to learn more about The Platinum Rule (ron@akris.net) or leave a comment on your experience in working with others.