RISK – It’s the #1 reason that keeps people from making the decision to hire you.

Your prospects are risking that they’ll be making the wrong decision and they'll look stupid and waste a lot of money and then they'll get fired and their kids will go hungry - BESIDES!! You probably can't help them anyway!

It sounds pretty extreme, but things like this (most of it) DO go through your prospect's mind - especially if you're selling a fairly complex, fairly expensive service. The more you can do to reduce the perceived risk of doing business with you, the better your chances are of gaining more clients.

There are a number of things you can do ranging from providing a "sample" or free trial, all the way to a 100% money-back satisfaction guarantee.

As copywriter Michael Fortin mentions in his recent BLOG article, a guarantee has 3 purposes:

1. to communicate that the product or service has value
2. to make the buyer feel more at ease with their buying decision, and
3. to generate greater sales and profits.

Adding a guarantee increases sales because it also removes the risk from the buyer’s mind. It also increases perceived value and therefore overall confidence in your service or product and in YOU as well. You lose more sales than you realize by not offering a guarantee.

You know this story of 2 brothers. Read on and see how long it takes you until you get the "Ah-ha!" The two started a small business when they were in college to pay their tuition and other expenses. One worked the day shift and attended night classes while the other worked at night and went to school during the day.

After consistently losing money, after a year one brother sold his share of the business for an old car. The other persevered. In interviews Tom Monaghan said that, at the time, he wasn’t convinced his decision to put a guarantee on pizza delivery would change much. But history has proven his decision was indeed, on target.

“Pizza delivered fresh in 30 minutes or it’s free” - Domino’s Pizza became the multimillion-dollar franchise operation we know today.

The bottom line is that guarantees will increase sales. If you target your prospects effectively, if you are good at what you do and if you manage your clients' expectations, you’re leaving money on the table if you DON’T have a risk reversal policy. I guarantee it.

And remember - Be BOLD. It all starts with a vision - ...and ends with a guarantee.

Are you SERIOUS?
...about making 2007 your Best Year Yet? Spend one day (December 6) looking back, looking forward, looking inward. A holistic approach to business planning, Best Year Yet is a proven process that is the foundation of the BOLD Business program.

The Best Year Yet process will help you design your next year around what matters most. Join me for a day that will change your business and your life. December 6, 9:00 a.m. to 4:00 p.m. at the Cumberland Club. Space is limited and lunch will be served. Please RSVP in advance. $99

The Power of Vision
Someone once said we'd better pay attention to the future because that's where we're going to spend the rest of our lives. The Power of Vision - December 13.

Having a positive vision profoundly impacts our present and future. It works for nations; it works for organizations; it works for children and it works for you. Join me on December 13, 9:00 a.m. to 11:30 a.m. at the Cumberland Club in Portland, Maine. Space is limited so please RSVP in advance. $49

Visit our website for for information on other upcoming Bold Vision Consulting programs and to sign up for the BOLD Bulletin, a monthly e-journal for solo-preneurs and small business owners.

I received the following comment on last week's BLOG entry "Value is Value": 

“I've often tried to get away from the "what's my time worth" paradigm and into "what value can I deliver." However, how can I tactfully find out what a prospect's business is doing, how much they're paying for X, what the changes I'm suggesting might mean in actual dollars?”

This is a classic conundrum of all service professionals; what is the true value of the service to the client?  Furthermore, once you, the service professional, recognize the value your service will bring to the client's bottom line, you must communicate this to the client.  Again, it’s not what you think your service is worth – it’s what they think your service is worth.

The first thing you'll want to do is to direct the conversation AWAY from "The Solution". Solutions, in and of themselves, are commodities.  In fact, solutions in the discussion phase are not real solutions at all; they are intended solutions with no value at all.

What is a solution, you ask?  It’s whatever a client asks you for.   We want "….", Do you "….", We need something that can "…."           "......", that’s the solution. 

NOT talking about the solution is a tough thing – for you (and me) and the client.  Talking about the solution keeps the discussion in everyone’s comfort zone,  We know our product / solution; we know it upwards, downwards and sideways. Another thing, talking about the solution keeps us from having to ask difficult, sometimes uncomfortable questions.

Our clients, on the other hand, like talking about the solution because

1. It keeps the ball in your court and the onus on you to keep the discussion going.
2. The solution is their silver bullet.  The solution is the answer to their problems… or, is it?  What problems would those be exactly? And there-in lies your value. 

Here's a great quote that goes something like “No one needs a drill.  They need a hole in something.”  To determine the value of the drill - you need to understand the value of the hole.  You have to find out the issues and problems the client is experiencing by not having that hole and what those problems are costing them.  In turn, find out what will the client be able to achieve with the hole that they aren’t achieving now.

Being human, we all make decisions based on 1 of 2 needs; #1) to reap a a benefit - to bring us closer to a reward; or #2) to take away a pain we're experiencing.  Not everyone is motivated the same way so you need to know your client and what motivates them more - reward or relief of pain.

Consider this example: You're a web designer.  A common question / request you probably get goes something like, 

"Can you help me redesign my website?" 

Before you get lost in your sales spiel about how big and bad you are in the web design world and wax on about all the great sites you've designed.... (this would be the solution) redirect the conversation to the client's motivation for asking the question.

Here are 3 approaches you  might use to re-direct the conversation:

• Problem:  Can you help me redesign my website?

You: Yes, we have developed hundreds of websites for clients around the world. What results do you expect to achieve with a redesigned website that you’re not getting today?

• Problem: Can you help me redesign my website?

You: Yes, we have developed hundreds of websites for clients around the world.   It would help me if I better understood the issues you’re having with your current site that a redesigned site would address.

• Problem: Can you help me redesign my website?

You: Yes, we have developed hundreds of websites for clients around the world. What kinds of problems are you experiencing by not having an effectively designed website?

Most of us get certain questions and comments about our services fairly regularly, right?  "Do you .…. I need …..  Can you .…."  Take some time to write down the top 10 or so questions you get and write responses for each directing the conversation away from the solution.  Doing so will make it easier and more comfortable for you to uncover the client’s real issues as well as their motivation for making a decision.  This will lead you to the value your solution will bring.

Simple?  Yes.  Easy?  Of course not. If it were easy, we'd all be rich and famous.  It takes a real desire to help your client succeed, time, practice and …you guessed it.  Boldness.  Be BOLD. 

If you like this article you’ll like the BOLD Bulletin, my monthly e-journal for solo-preneurs and small business owners.  Subscribe here and receive your issue of the BOLD Bulletin in your inbox on or around the 15^th of each month.  You email address will NOT be sold, shared, given away or abused. 

Developing a reputation as an expert in your field of practice is critical in establishing a trusting and solid relationship with your clients.  Promotion Action is a series of 6 workshops developed specifically for the service professional to help give them the information of how and the coaching to implement a process to become recognized as the go-to person in their area of expertise. 

Promotion Action is a program delivered on site, in Portland, Maine beginning November 7th and via teleconference beginning November 9th.  A free introduction telecall is tentatively scheduled for October 31st. For more information please go to www.promotionaction.com or call Bold Vision Consulting at 207-221-3492 for more information. 

Lesson Learned: For those of you who notice that I’m a week off schedule getting this new article posted, forgive the delay. For those of you who did not notice, I’m going to work harder… so next time I'm late, (however, I’m going to do my best so that there isn’t a next time) you’ll notice.

Referencing my last article, "Are You an Expert", let’s continue the discussion. What can you do so prospective more clients seek YOU out, virtually eliminating the time you have to spend cold calling.

Remember in the last article, I asked you to name a home improvement specialist … Bob Villa? Why did his name come to mind? Because you’ve read articles they’ve written, you’ve seen them speaking about their subject, you’ve read articles written by others about them … You recognize them as an expert in their field.

If you want to raise yourself above the crowd of competitors and be recognized as an expert at what you do so clients seek you out, try implementing a solid self-promotion effort. There are a number of things you can do, but to get started, build a solid promotion “foundation”. As you get this underway and working you can then build from there. To build a good foundation to your promotion plan you will want to:

1. Get Published – Whether for a magazine, newspaper trade journal or your BLOG, writing articles is one of the first and most important steps to positioning yourself as an expert. I write a bi-weekly (most months!) BLOG article here, for MaineToday.com. I'll also be "officially" launching a Bold Business BLOG on my own website next month. I am surprised at the feedback I’ve received from the articles I’ve posted. Not only do local Maine people contact me but I’ve received emails from as far away as Novosibirsk, Siberia, Russia.

2. Get on the Speaking Circuit – Unlike articles, which can feel somewhat removed, speaking gets you up close and personal with prospective clients. Here I am talking to you all and most of you are even awake!

You can be perceived as an expert by simply standing at the front of the room. You're there, they're not. Speaking engagements also give direct feedback and recognition. If your talk is good, your credibility is established instantly; the impression you make speaking is immediate and powerful.

3. Dynamic Networking – notice it isn’t just ‘networking’. Most people think of networking as attending a Chamber After Hours, having a glass of wine chatting with a couple of people and going home – period, the end. Networking isn’t a party, it’s a strategy to meet and get to know people, develop trusting relationships and make connections as often as you can for others. It’s about farming, not hunting. You attend networking events to plant seeds for future harvests, not hunt down and bag a client.

4. Stay in Touch / Follow Up – After you invest the valuable time and effort in the above, you meet people, develop contacts, gather intelligence about potential projects or clients …then what? You would be surprised how few of you actually follow up and take the next step. It’s important to stay in contact with the people that don’t need your service right now. Send them a “nice to meet you”, “saw this article” note, etc. BTW – how many hand written notes have you received lately? You would remember receiving a hand written note, wouldn’t you? You’d remember who sent it, wouldn’t you? Alrighty then. There you go.

These are four basic components to a solid self-promotion plan. Other promotional activities to consider include:

• Engaging PR and the Media
• Leveraging your web presence for more than an online brochure i.e.
--o E-zine (sign up for mine on my website)
--o BLOG (here and on my site is coming soon.)
--o PodCast (still working on this for launch in the 4th quarter)
• Seminar and Workshops
--o Teleclass (Promotion Action from the comfort of your own phone - via teleconference in August)
• Traditional Advertising and the Professional -There IS a role.

It’s not enough if you ARE an expert. You have to be RECOGNIZED as an expert. As the last article noted, you can keep on doing what you’re doing, wait and hope it happens -OR- you can take ACTION and Make It Happen!

Happy Promoting! And remember …Be BOLD. It’s about success and making it happen – and it all starts with a Bold Vision.

All of the topics covered in this article, and more, will be addressed in Bold Vision Consulting's Promotion Action program. On June 29 (DATE FIRM) Bold Vision Consulting will begin offering the 1st of a 2-Series program “Promotion Action - Attract More Clients than You Can Handle by Becoming Recognized as an Expert in Your Field” exclusively for Professionals whose business IS their expertise. Service Professionals interested in more information check out www.PromotionAction.com. This program will be available via teleclass in August. Send an email to info@boldvisionconsulting.com if you would like to be kept updated on this program.

An Ocular Forum introductory meeting is being scheduled for early August. If you are interested in learning more about how you can leverage the experience and success of others and fast forward your business growth, plan on coming to this informative meeting, talk to other Ocular Forum participants to learn about the program and hear their stories of success.

A Bold Business Intensive workshop is being scheduled for late July or August. For more information on BOLD Business, go to www.boldvisionconsulting.com

So many of us struggle to keep the phone ringing and the money coming in. We network, network, network. We give out our business cards, our brochures and we mail out postcards and flyers and we even (gasp!) resort to cold calling when we must.

Let’s face it; there an abundance of us competing for the same clients. We self-employed pay a cost for our freedom of “being our own boss” which can be inconsistent workflow, unpredictable cash flow and long and stressful work hours.

For others it's a different story. Clients stand in line, wait days-weeks-or even months or longer, to do business with these “lucky” professionals. Not only are their clients willing to wait and do business on their terms, clients are also willing to pay top dollar fees.

So, what’s the DEAL?
Why would one professional be busy and in high demand, receive top dollar for their services while others struggle month after month? Because professional #1 is recognized by the marketplace as an expert in their field; the others are not.

Try this exercise –Who do you think of – the first name that pops into your head when I ask you to name a….

Home Improvement Expert

Bob Villa ? Funny, he’s been off the TV for years and years – yet he’s the name most people still mention.

How about a ….

Sex Expert

Dr. Ruth, right?

And why do we think of these people? Because you’ve seen or heard them in public, on TV on the radio talking about their subject; you’ve read articles they’ve written, you’ve heard stories and read articles about them that other, 3rd parties have written … You recognize them as an expert in their field.

Expert is defined as “Someone with a high degree of skill or knowledge of a certain subject.” The definition is not someone that knows more than anyone else, ever-ever-ever, of a certain subject.

Are you someone who has a high degree of skill or knowledge about your my field or some specific area of your field? If you answer “No.” you will want to look into getting some more education and/or training. If you answered, “Yes.” then you’re an expert. You just need to be recognized as such.

It is important to recognize the fact that the world of business is “expert-driven”. It takes discipline and dedication to make the investment in your success. It takes perseverance to maintain a focus on your ultimate goal and not be sidetracked by short term obstacles or impatience.

So how does one become recognized as an expert?
1. The old fashioned way – over a long period of time. A bevy of happy clients who talk to their friends and family and spread the word you can grow your reputation organically. It will take a good deal of time but if you’re consistent with good service and have happy clients, this will help establish your reputation as an expert.

OR

2. You can document and implement a multi-level plan of self promotion, your objective being raising your target market’s awareness of your expertise, as opposed to directly promoting the actual service you provide. It’s a subtle difference but significant. This is especially productive for a profession that would prefer or legally cannot directly advertise, such as doctors and lawyers.

There are a number of promotional activities to focus on and, depending on your area of expertise, your target market, your personal preferences, etc. you’ll include a number of different activities in your plan. Next week I’ll go into a little detail on 4 of the basics that should be in everyone’s promotion plan.

If you would like an advance copy just send me an email. I’m putting the finishing touches on it and soon it will be on my website.

Happy Promoting! And remember …Be BOLD. It’s about success and making it happen – and it all starts with a Bold Vision.

On June 29 (DATE FIRM) Bold Vision Consulting will begin offering the 1st of a 2-Series program “Promotion Action Plan - Attract More Clients than You Can Handle With Less Effort by Becoming Recognized as an Expert in Your Field” exclusively for Professionals whose business is their expertise. Independent Service Professionals interested in more information please email info@boldvisionconsulting.com.

Bold Vision Business Intensive program will be launched in July or August. The Business Intensive program is a series of 8 90-minute classes. Two programs will be launched; one that will meet in person (South Portland, ME) and one that meets via teleconference. For more information send an email to info@boldvisionconsulting.com.

Imagine this. You’re driving down Route 1. You’re passing field after field, many of which are dotted with black, white, and brown cows. (I know, I know. There aren’t that many cow fields on Route 1, but stay with me on this. There’s a point.) So you’re passing all these black, white and brown cows and then, all of the sudden, you spot the most remarkable cow that you’ve ever seen – a PURPLE cow!

Well, you stop your car to take a closer look. You get out your camera and take a few photos. You call your friends on your cell phone and tell them “You’re not going to believe what I’m looking at right now.” When you get home, you make an entry about the cow in your BLOG and you send a few emails out to friends 'from away'. You want to let them know there's more to Maine than lobsters. And so on…

In other words, you become a one-person marketing machine and sales force for the “purple cow experience.” And you convince a good number of your friends, near and far, to get in their cars and go take a look.

So, what in the world do purple cows have to do with your business? Absolutely nothing. But, being purple – or, more specifically, remarkable – has everything to do with what you do in your business.

This basic idea is the subject of Seth Godin’s simple book, Purple Cow: Transform Your Business by Being Remarkable. In the book, he describes how being remarkable – with your service, product, business model, employee relations, etc. – isn’t a ‘nice to have’, but a necessity to survive. The remarkable factor should be built into and a part of everything you do.

Admittedly, being remarkable is not a particularly original idea in the business world. However, the purple cow parable provides an easily remembered visual for communicating the marketing power of a remarkable business. Remarkable businesses – like purple cows – sell themselves.

Here’s an example of a remarkable business here in Maine: L.L Bean: You can return an item for any reason at any time – period. 1 day after purchase or 10 years. They don’t care; they want you to be happy. AND the Freeport flagship store never closes. They’re open 24 hours a day; 7 days a week; 365 days a year – period. They don’t even have locks on any of the doors in Freeport! Now that’s remarkable. (Besides the quality of the merchandise is good, the prices are reasonable and the people are pleasant and sincerely helpful. Now that’s remarkable.)

So, in what ways is your business remarkable? In what ways could it be remarkable? And, most importantly, what will you do to make that happen? No one will do it for you.

Until next time, Think Big and Be Bold. It all starts with a vision.