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Here's how: YOU HAVE VERY LITTLE COMPETITION 'Everyone wants to win on Sunday, but not everyone is willing to practice Monday through Friday.' Vince Lombardi If you asked all of your competitors whether they want to be successful, it's a fair bet that pretty much all of them would say 'Yes, of course, who doesn't want to be successful?' But if you asked your competitors if they were prepared to do what it takes to develop their businesses so they could ultimately become successful, to pay the price in terms of effort, discipline, perseverence and patience, although most if not all would probably answer 'yes, of course, whatever it takes', the reality is that very few of them actually would. Although everyone wants success, very few are prepared to pay the price over the long haul. Accept the fact that not everyone is a worthwhile prospect for your business and don't waste your energies targeting anyone who is not a worthwhile prospect. For example, let's say your business is about web site optimization for search engines. Use your fifteen second commercial to let each person you meet know exactly what you do and why you and your business are so special. A fifteen second commercial for our web site optimization service might go something like this: Prospect: 'So, what do you do?' 'Into every life a little rain must fall.' And into every mission too. Don't have the luxury of surplus cash to fund a rainmaker for your business? Well then, it'll have to be up to you. As usual. Here's how: YOU HAVE VERY LITTLE COMPETITION 'Everyone wants to win on Sunday, but not everyone is willing to practice Monday through Friday.' Vince Lombardi If you asked all of your competitors whether they want to be successful, it's a fair bet that pretty much all of them would say 'Yes, of course, who doesn't want to be successful?' But if you asked your competitors if they were prepared to do what it takes to develop their businesses so they could ultimately become successful, to pay the price in terms of effort, discipline, perseverence and patience, in any case most if not all would probably untwist 'yes, of course, whatever it takes', the reality is that very few of them undeniably would. Although everyone wants success, very few are prepared to pay the price over the long haul. Oh, they may give it a good go for a little while but when the results don't come quickly, they decide their efforts aren't working and try something else. The cold, hard reality is that success takes hard work, lots of it, and lots of time. Overnight successes are very rare. That's why successful people say there's lastingly room at the top. It's because most people quit heretofore succeeding, even when success is literally just existent the next bend. This is why you have very little competition. even so you may think you have a lot of competition, in reality you're really competing in passage to only ten percent or so the other ninety percent will drop out before they get in success. Think of your utility as a garden. The first stage is to decide what you want to grow, the second stage is to go get seeds and plant them, the third stage is to tend your garden and the fourth is to reap what you have sown. The greatest challenge for most people is to sustain themselves through the third stage. This is where patience is essential seeing that it may be some considerable time needle planting and reaping. Tending your garden also requires, in spreading to patience, creativity, self- motivation, self-discipline, perseverence and resilience (all the better to cashier back with backward disappointment, my dear). The good news, though, is that ninety percent of your competitors can't or won't stick it out long enough to reach the harvest stage. This is why you can be orderly be a success no matter how much competition you have. So, let's get to it. DECIDE WHAT YOU WANT TO GROW Before you can plant your seeds, you need to know what it is you want to grow. 'Communicating one on one is different. This requires listening, never taking your eyes off that person, conveying the impression that this conversation is very important to you.' Rick Pitino The first step in speech with anyone surrounding your business is knowing with utter neatness what it is you and your business are about. You must decide what it is that you offer and to whom. This means finding your niche. It is the kiss of death to any business to try to be all things to all people. go at the fact that not everyone is a worthwhile prospect for your combine and don't waste your energies targeting anyone who is not a worthwhile prospect. For example, let's say your hammy acting is all round web site optimization for search engines. You take your clients' web pages and you optimize them for each of the engines, tailoring the pages to rank well. You don't design web pages, you don't create them, you don't offer credit card merchant facilities or shopping carts. You optimize existing pages to rank well in the search engines. Period. This is a very specific niche within the broader market of those requiring help marketing their web-based businesses. Although that voluminous market will include people interested in web page optimization, it will also include people interested in learning HTML, looking for shopping cart assistance, looking for website design services or information on successfully promoting affiliate programs. If you targeted this entire market, it would be like trying to find a needle in a haystack identifying those people interested specifically in web page optimization. Instead, narrow your focus to that niche of the market that you have decided to target and target ONLY that market. Everything you do needs to be focused on web site optimization and nothing else. Every defile you make must be to that end and no other. Don't approve your message to be diluted by generalizing. Don't allow your duties and responsibilities to assimilate to fragmented. The most effective rainmakers are very skilled at differentiating themselves and their businesses from the competition now they know exactly what they are selling and to whom rather than they ever meet their first prospect. They have rehearsed over and over in their minds what it is that makes them special and why a charge would be smart to do matter with them. They relish questions such as 'So what do you do?', 'What makes you special?' and 'Why should I do duties and responsibilities with you?'. While ordinary mortals may stumble and fumble for effective responses to such questions, rainmakers have no such problem. Effective rainmakers know, specifically and precisely, exactly what they do and who benefits from their services and they are ready with powerful statements helter-skelter their skills and talents. You cannot be effective in developing your stage directions unless you have mastered service knowledge. You need to know the features of your products or services so that you can tailor the benefits to the prospective customer's needs. Be sure you know the difference between features and benefits. If you're selling bar stools, a feature of the stool is that it has three legs. The pay off is that sitting on it will stop you hitting the floor. Remember: features tell, benefits sell. Now, once you've identified the features and benefits of your product or service, develop a fifteen second wholesale that you can trot out on cue whenever someone asks you, 'So what do you do?'. Most people are unprepared to solve a question like this effectively and so it is a golden opportunity to set yourself apart. Your fifteen second commercial will help you seize the moment and put your best foot forward. Use your fifteen second commercial program to let each person you meet know exactly what you do and why you and your stage directions are so special. A fifteen second sound effects for our web site optimization service might go something like this: Prospect: 'So, what do you do?' You: 'I run my own business, 'Web Site Optimization'. I tweak clients' web pages to optimize them for the various search engines. By creating a web page that appears in the first thirty search results for a particular search term, the vassal gets a huge increase in traffic to their web site and their sales go through the roof.' When should you use your fifteen second commercial? Each and every time you are introduced to someone new. Get in the habit of delivering your fifteen second spot announcement to as many people as possible. The more times you deliver it the more prospect you have to create rain. You also need to develop a uniqueness statement to respond to the question, 'What's different almost your service compared to your competition?'. Use a three step format for your uniqueness statement. Step one is to for a moment overview the three features and benefits that you will elaborate on in step two. Step two is to use three tailored features and benefits to explain your uniqueness to the potential customer. Select one in the vicinity your business's services/ products, one to and fro something your ethics has accomplished, and one as to you personally. In step three, summarize what you've just told the prospect. Here's an example of a uniqueness statement for our web site optimization service: Prospect: 'So what's different haphazardly your service compared to your competition?'. You: 'I'm glad you asked. What's different in relation to 'Web Site Optimization' is the depth of our service, our results and our people. 'Unlike most of our competitors, we don't just create one web page for all of the search engines. Each search engine has different criteria for pages to rank well. We create a different version of each page specifically designed for each main search engine. For example, one of our clients' rankings on Alta Vista increased from the 75th position to 15th in less than a month. He's experienced a 500% increase in traffic and sales as a result. I have a background in software engineering for Yahoo so I have ingoing to inside information about how the search engines work that most of my competitors just can't get. 'So, in floor to your question, what's different hereabout us is the depth of our service, our results and the unique experience of our people.' It will take many rehearsals until you have your fifteen second commercial and uniqueness statement down cold. At first it will feel unnatural to you to give people a rehearsed speech but over time it will feel less unenlightened and you'll be able to deliver it with an ease and insurance broker that will sound perfectly natural. PLANTING SEEDS 'A network is an organized offertory of your personal contacts and your personal contacts' own networks. Networking is finding fast whom you need to get what you need in any given situation and helping others do the same.' Harvey Mackay => Your Existing Network Now that you know what to say, you have to find people to say it to. To establish your network, start with who you know. These are your existing personal and task contacts ... the people who will enduringly take your call and who can help you reach your goals. Consider people such as your attorney, accountant, doctor, agents, sales people, family, colleagues, friends and vendors. Schedule a meeting with who you know for the express purpose of exploring ways you can help each other expand your respective networks. If there's a fit, create ways to support each other. You are not looking to sell the other person on your product or service. Instead, you are establishing a genuine relationship with this person. It doesn't matter that however you may be able to help this person directly, he or she may never be in a position to reciprocate. The reason it doesn't matter is that this person has a network of his or her own and may therefore be able to put you in contact with someone else who can help you. Noticing the strengths in others and verbal them is one of the greatest relationship-building skills a rainmaker can have. Much more than just paying idle, often shallow compliments, effective networkers focus on helping others focus on their strengths by using evidence to back what they're saying.
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