Increase Your Business By 10 Percent or More
By Blaine S. Greenfield
How would you like to increase your business by 10% or more? Guaranteed! The first time I heard such an offer, many years ago, I was skeptical. But that was before I learned Murray Raphel's "Four-mula for Success."
It sounded logical, so I decided to give the approach a try. And the results have been phenomenal: in fact, my business has increased an average of over 16% for the last 9 years!
I am confident that your business, too, will have a similar increase in sales if you put Raphel's ideas to work. All you need to do is give me the time to read the rest of this column, then 15 minutes a day for the next year.
That's all. If your business does not increase the minimum of 10% that I guaranteed earlier, I'll give you a free one year subscription to any business magazine of your choice with no questions asked. Just drop me a note at the Mercer County Small Business Development Center.
However, I should tell you that I am not planning to give out very many subscriptions, as I don't think this will be necessary. Raphel's ideas work, as evidenced by the fact that he travels over 200,000 miles a year throughout the United States, Canada, Europe, and the Pacific Basin to both meet with clients and serve as a keynote speaker at international conventions.
What follows are the four things you need to do accompanied by examples that apply to almost any small business. You can do any one of them four times or you can do each one separately. The key is to make your daily total equal four.
1: Make four phone calls a day.
These four calls don't have to be of the "cold call' variety, either. It is a real pain to have to call people out of the clear blue sky, so don't bother. Instead, make these four calls to people you know.
If you are a DJ and have a regular job at a club, call the club owner to thank him or her for having used you over the years. Or if you just did photography for a wedding, call the couple a few weeks after they return from their honeymoon and ask them how their trip was. (Naturally, also thank them for hiring you; in addition; you can use this opportunity to get some feedback on how you did. And make sure you ask for some names of friends and relatives that you might contact about future jobs.)
This all might sound basic to some readers, but if it isn't for you, then try the idea. Just think: When was the last time somebody called you to say "thanks" for something you may have bought? I bet this hasn't happened very often.
To cite another example: I once had a tooth removed by a dentist, and he called me up that night to see how I was doing. I was in a lot of pain, but I still remember the call and how pleased I was with the fact that the dentist cared enough about me to give me a call. Needless to say, I'd never go to another dentist.
You might already be noticing that my examples involve lots of different situations. The reasoning behind my choices all involve some form of business when you think about it, and as I like to say, "Business is business." This is true whether we're talking about a musician, photographer, or even dentist, and it applies to situations in both Mercer County and the rest of the country.
2: Write four letters a day.
Whenever I tell this to a seminar group, I hear many groans. Somebody then inevitably asks me, "Do you actually do this? And, if so, how do you find the time?"
Let me answer the second question first: Yes , I do this every day of my life. However, I don't write four letters a day. I usually write many more. As to how I manage to find the time, I can best answer that question with one of my own: How can anybody not manage to find the time? If the success of your business is not worth 15 minutes per day, then maybe you shouldn't be involved with a small business.
Incidentally, the letters I write are not formal masterpieces. Often, they aren't even typed. Sometimes, they are just a few lines I jot down on a postcard.
For example, I send out over 300 birthday cards a year -- including one to each of my clients. People like getting remembered on their birthdays and will often call me back, after they get their birthday greeting, to thank me. This works for me, and it will work for you.
I read a great deal, but even if I didn't, I would make sure that I at least read the local paper. A travel agent thus could read about clients (past, present, and even future) who have good things happen to them; for example, the birth of a baby or a job promotion. When you see such notices, clip them out and send them to your client with a handwritten note to the following effect: "Thought you'd like another copy of the attached for your scrapbook. Lots of luck." Make sure you also sign the note, as well as include your business card.
Or try this other suggestion that works for me: Be on the lookout for other items of interest for your clients. If you know that they like fishing, then clip out of some magazine an article about fishing that you think they might like to see. Or if you feel this article might be helpful, make a copy and send your client the original. (You, of course, will want to save the copy.) In addition, if I see a cartoon that I think clients might find amusing, I send or fax them a copy.
I'm often asked to give my opinion about newsletters. They can be acceptable, but what I'm suggesting is even better. In effect, you're creating a personalized newsletter for your clients. You care about them, and it shows. Your cost will be minimal in comparison to your return.
3: Give out your business card to four new people your meet.
Most small business owners I encounter have business cards, but what I find amazing is that they don't always have them in their possession. (I'm often told, "it is in the car" or another such place.) Starting today, carry your business cards with you at all times. Regardless of where you carry them, though, let me make a suggestion: Carry several in your wallet. What I do is to put an old one in both front and back of several new ones, so that the new ones always look fresh.
It is not enough just to carry your cards. You must give them out. Next time you go out to a restaurant, tip the waiter or waitress a generous amount, then clip your tip to your card with a brief note that might read as follows: "Enjoyed your service. By the way, if you're ever in need of a (fill in your type of business), give me a call."
Every time you take a bus or fly a plane, give your business card out to all you meet. Leave it in motel and hotel rooms. Some dry cleaners and office supply stores have racks to display business cards. Make sure your card is in such racks. And check them to make sure they are not in need of a refill. I like the one salesperson who uses his card as confetti at football games. It doesn't matter which team scores. What counts is that all those nearby will know that the salesperson was at the game.
Lastly, don't forget to use the back of your business cards. You can do this in either two ways. One approach is to give out your card, then just before it is accepted, ask for it back so you also can include your home number (on the back) just in case the person needs to reach you in an emergency.
Many clients tend to be impressed by this. Another approach, the one I use, is to use the back of my card for other useful information. It could be the guarantee that you offer. Or in my case, I include several important phone numbers including those of George Bush, Boris Yeltsin and Blaine Greenfield.
4: AFTO--Ask For the Order.
When you meet people, they will often say what kind of business they are in, but for some reason, they are reluctant to ask for the business. Don't be shy, you have nothing to lose.
For instance, if you ever take a course or attend a seminar, make sure you introduce both yourself and your business. Then give a brief commercial plug and say something like this if you are in the desktop publishing business: "In addition, we make up great menus for restaurants. If anybody is looking for somebody to do this, see me at break, and I'll tell you about a special offer we are making this week."
Or how about this situation: Have you ever made a proposal or given a price quote, only to never hear again from the person? If that has happened to you, then I contend you are at fault. If you want the business, it is your job to call back the person. Then keep calling until you have an answer.
(Once, I called back seven separate times for a job that I really wanted. I got the job. Other people might think that pushy, yet I felt that I had nothing to lose. Even if you don't get the job, the process can be worthwhile, as you then should ask: What can I do to improve my chances in the future?)
Let's see. We've talked about four contacts a day. Multiply that times 250 days (giving you some time off for vacations) and that comes out to 1,000 contacts that you are most probably not making now.
This "Four-mula for Success" works. All you have to do is begin using it--like now. Isn't there somebody you could call or write before you do anything else?
Blaine Greenfield Associates, 283 Bolton Road, East Windsor, NJ 08520-5503; (609)443-3781, E-mail: [email protected]
Read more articles.
By Blaine S. Greenfield
How would you like to increase your business by 10% or more? Guaranteed! The first time I heard such an offer, many years ago, I was skeptical. But that was before I learned Murray Raphel's "Four-mula for Success."
It sounded logical, so I decided to give the approach a try. And the results have been phenomenal: in fact, my business has increased an average of over 16% for the last 9 years!
I am confident that your business, too, will have a similar increase in sales if you put Raphel's ideas to work. All you need to do is give me the time to read the rest of this column, then 15 minutes a day for the next year.
That's all. If your business does not increase the minimum of 10% that I guaranteed earlier, I'll give you a free one year subscription to any business magazine of your choice with no questions asked. Just drop me a note at the Mercer County Small Business Development Center.
However, I should tell you that I am not planning to give out very many subscriptions, as I don't think this will be necessary. Raphel's ideas work, as evidenced by the fact that he travels over 200,000 miles a year throughout the United States, Canada, Europe, and the Pacific Basin to both meet with clients and serve as a keynote speaker at international conventions.
What follows are the four things you need to do accompanied by examples that apply to almost any small business. You can do any one of them four times or you can do each one separately. The key is to make your daily total equal four.
1: Make four phone calls a day.
These four calls don't have to be of the "cold call' variety, either. It is a real pain to have to call people out of the clear blue sky, so don't bother. Instead, make these four calls to people you know.
If you are a DJ and have a regular job at a club, call the club owner to thank him or her for having used you over the years. Or if you just did photography for a wedding, call the couple a few weeks after they return from their honeymoon and ask them how their trip was. (Naturally, also thank them for hiring you; in addition; you can use this opportunity to get some feedback on how you did. And make sure you ask for some names of friends and relatives that you might contact about future jobs.)
This all might sound basic to some readers, but if it isn't for you, then try the idea. Just think: When was the last time somebody called you to say "thanks" for something you may have bought? I bet this hasn't happened very often.
To cite another example: I once had a tooth removed by a dentist, and he called me up that night to see how I was doing. I was in a lot of pain, but I still remember the call and how pleased I was with the fact that the dentist cared enough about me to give me a call. Needless to say, I'd never go to another dentist.
You might already be noticing that my examples involve lots of different situations. The reasoning behind my choices all involve some form of business when you think about it, and as I like to say, "Business is business." This is true whether we're talking about a musician, photographer, or even dentist, and it applies to situations in both Mercer County and the rest of the country.
2: Write four letters a day.
Whenever I tell this to a seminar group, I hear many groans. Somebody then inevitably asks me, "Do you actually do this? And, if so, how do you find the time?"
Let me answer the second question first: Yes , I do this every day of my life. However, I don't write four letters a day. I usually write many more. As to how I manage to find the time, I can best answer that question with one of my own: How can anybody not manage to find the time? If the success of your business is not worth 15 minutes per day, then maybe you shouldn't be involved with a small business.
Incidentally, the letters I write are not formal masterpieces. Often, they aren't even typed. Sometimes, they are just a few lines I jot down on a postcard.
For example, I send out over 300 birthday cards a year -- including one to each of my clients. People like getting remembered on their birthdays and will often call me back, after they get their birthday greeting, to thank me. This works for me, and it will work for you.
I read a great deal, but even if I didn't, I would make sure that I at least read the local paper. A travel agent thus could read about clients (past, present, and even future) who have good things happen to them; for example, the birth of a baby or a job promotion. When you see such notices, clip them out and send them to your client with a handwritten note to the following effect: "Thought you'd like another copy of the attached for your scrapbook. Lots of luck." Make sure you also sign the note, as well as include your business card.
Or try this other suggestion that works for me: Be on the lookout for other items of interest for your clients. If you know that they like fishing, then clip out of some magazine an article about fishing that you think they might like to see. Or if you feel this article might be helpful, make a copy and send your client the original. (You, of course, will want to save the copy.) In addition, if I see a cartoon that I think clients might find amusing, I send or fax them a copy.
I'm often asked to give my opinion about newsletters. They can be acceptable, but what I'm suggesting is even better. In effect, you're creating a personalized newsletter for your clients. You care about them, and it shows. Your cost will be minimal in comparison to your return.
3: Give out your business card to four new people your meet.
Most small business owners I encounter have business cards, but what I find amazing is that they don't always have them in their possession. (I'm often told, "it is in the car" or another such place.) Starting today, carry your business cards with you at all times. Regardless of where you carry them, though, let me make a suggestion: Carry several in your wallet. What I do is to put an old one in both front and back of several new ones, so that the new ones always look fresh.
It is not enough just to carry your cards. You must give them out. Next time you go out to a restaurant, tip the waiter or waitress a generous amount, then clip your tip to your card with a brief note that might read as follows: "Enjoyed your service. By the way, if you're ever in need of a (fill in your type of business), give me a call."
Every time you take a bus or fly a plane, give your business card out to all you meet. Leave it in motel and hotel rooms. Some dry cleaners and office supply stores have racks to display business cards. Make sure your card is in such racks. And check them to make sure they are not in need of a refill. I like the one salesperson who uses his card as confetti at football games. It doesn't matter which team scores. What counts is that all those nearby will know that the salesperson was at the game.
Lastly, don't forget to use the back of your business cards. You can do this in either two ways. One approach is to give out your card, then just before it is accepted, ask for it back so you also can include your home number (on the back) just in case the person needs to reach you in an emergency.
Many clients tend to be impressed by this. Another approach, the one I use, is to use the back of my card for other useful information. It could be the guarantee that you offer. Or in my case, I include several important phone numbers including those of George Bush, Boris Yeltsin and Blaine Greenfield.
4: AFTO--Ask For the Order.
When you meet people, they will often say what kind of business they are in, but for some reason, they are reluctant to ask for the business. Don't be shy, you have nothing to lose.
For instance, if you ever take a course or attend a seminar, make sure you introduce both yourself and your business. Then give a brief commercial plug and say something like this if you are in the desktop publishing business: "In addition, we make up great menus for restaurants. If anybody is looking for somebody to do this, see me at break, and I'll tell you about a special offer we are making this week."
Or how about this situation: Have you ever made a proposal or given a price quote, only to never hear again from the person? If that has happened to you, then I contend you are at fault. If you want the business, it is your job to call back the person. Then keep calling until you have an answer.
(Once, I called back seven separate times for a job that I really wanted. I got the job. Other people might think that pushy, yet I felt that I had nothing to lose. Even if you don't get the job, the process can be worthwhile, as you then should ask: What can I do to improve my chances in the future?)
Let's see. We've talked about four contacts a day. Multiply that times 250 days (giving you some time off for vacations) and that comes out to 1,000 contacts that you are most probably not making now.
This "Four-mula for Success" works. All you have to do is begin using it--like now. Isn't there somebody you could call or write before you do anything else?
Blaine Greenfield Associates, 283 Bolton Road, East Windsor, NJ 08520-5503; (609)443-3781, E-mail: [email protected]
Read more articles.