Awards & Engraving

February '18

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PEOPLE BUY FROM PEOPLE 14 • A&E FEBRUARY 2018 by Stephen L. Capper, CRM Always talk about your company in the third party—you work for a great company and say it that way. Don't brag about being the owner of the company—brag about the company. Sell the strength of your entire company, don't try to gain confidence from the buyer by promoting yourself. Promote the company you work for; everyone knows it takes a team to be a successful business. It is your responsibility to inform everyone you tell about the business and exactly what it does. We all need to keep reinventing our elevator speech so that we are able to tell what we do in about 40 to 50 words or less. Keep in mind that your busi- ness will keep changing and as a result, your elevator speech should keep changing, too; don't become stale with your 50 words, but keep up with relating what your business actually does as you talk to prospects and even strangers, because a stranger might just be a client someday. BUILD YOUR CLIENT BASE— MAKE IT SOLID In this segment, we look at some of the keys to the success of your business. The first key is the prospect that hopefully becomes a client. The client is the corner- stone of our business; they are known as the shopper, a consumer, the patron of our offering, the actual buyer, and the one who purchases our products and services so we have the funds to pay bills and operate the business as it grows. Another way to put it is to answer this question. If you are the best in our industry, know more than anyone else, and have the best connections on supplies and pricing, but you have no clients, how far will your I n our last article, we looked at how you and your prospects relate to the success of your business. It is your leadership that guides the rails of the success train for the business. As small business owners, we also examined how the prospect that doesn't buy can actually add to the success of your business by recommending you to people they know who might need your product or service. If we ask the pros- pects we come in contact with to recommend our company, that can propel it a great deal. It is up to you or your sales people to tell the story of your business and make sure you answer all of the prospect's questions and concerns; a solid recommendation by someone outside of your company can do a great deal. IS YOUR BUSINESS TOOL BOX FULL? PART LXV Concepts of Building Your Business for Success Section N

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