Annemarie Cross | Branding | Online Marketing | Business Building | Internet Marketing | Marketing Online | for the Ambitious Service-Based Entrepreneur

[Twitter tip] “Stop comparing yourself to your competitors. Measure & look to expand YOUR personal best.”

Last week my above tweet generated quite a few responses from my community all of whom agreed that this statement was an important reminder to stop assessing their business’s success by using their competitors’ performance as a benchmark.

Comparing our businesses to our competitors is something that I’m sure we’ve all done at one time or another. Competitor comparison as part of your market research during your business planning phase is often suggested as it allows you to identify how you can differentiate yourself in the marketplace.

However, if you find that you’re constantly comparing yourself to your competitors by regularly visiting their website, their Facebook Business Page or blog, scanning their newsletters, reading their Twitter posts, and watching the conversation they’re having with their community etc with a frame of mind of competing and trying to ‘out-do’ them, you’ll find this will become soul destroying and can cripple your business’s growth.  

Don’t fall victim to the ‘competitor comparison trap’ – instead measure yourself against these 5 key components that relate to YOU to enable YOU to continually expand YOUR personal best.

Component 1: Your Knowledge

‘Formal education will make you a living. Self-education will make you a fortune.’

Jim Rohn’s statement is certainly appropriate.

Ongoing expansion of your knowledge and expertise is extremely important for all ambitious entrepreneurs.

Many industries continue to experience changes and advancement and to ensure your skills, knowledge and expertise are always at the forefront of these changes it’s important to continue your knowledge growth.

• Do you schedule professional development opportunities into your business calendar?
• Are you part of a mastermind group of like-minded business owners who can support you?
• Do you have a mentor with whom you meet regularly – someone who continues to challenge, stretch and encourage you to expand, grow and evolve?

Component 2: Your Self-Belief

It saddens me when I see amazing, talented women business owners who have so much to offer, block their business’s growth because of unhelpful habits and barriers, which is often because of a lack of belief in themselves and what they have to offer.

The words of one of my business mentors echo loudly for me when she says “Who you are is reflected in your business results, daily.”

So what do your business results reflect about you?  

• Do you recognise the strengths and talents you offer your clients and the value you bring, or do you constantly find yourself making excuses such as “Oh it’s nothing, anyone can do that”.
• Do you have amazing goals for your business; however things just keep getting in the way, preventing you from ever achieving what it is that you really want?
• Do you have bold money goals that you’re so committed to achieving, however that inner voice is constantly in the background raising an element of doubt that you’ll ever really achieve it?

Component 3: Your Reputation (Brand)

Your reputation and your brand are the lifeblood of your business and should therefore be managed with the utmost of care and precision.

Everything you do, write and say reflects on you and your brand. Do it inappropriately and unprofessionally – you may as well give out the contact details of your competitors right now as that’s where your prospects will end up. [Would you invest in someone who was acting in poor taste?]

• Have you got a strong brand message that you are regularly portraying through all your communications whether it be in print, video or in person?
• Are you communicating your brand in a consistent and professional way that powerfully connects with prospects and clients?
• Are you constantly looking for ways that you can continue to bring your brand message out to a larger audience? And, are you regularly communicating your brand with your existing community through blogs, articles or video posts?

Component 4: Your Relationships

It’s a well-known fact. People recommend and do business with people they know, like, and trust – so how do you measure up on the likeability scale?

Building and nurturing your relationships with your database, your Twitter followers, your Facebook friends, your Linkedin connections etc should be an important part of your business-building endeavours and something you should continue to monitor on a daily basis.

• Are you taking regular action that results in people joining your tribe and community?
• Are you adopting an approach of regularly sharing valuable information with your community with no expectations in return?
• When interacting and connecting with your community – how are you showing up? Are you doing so in a way that is positive and inspiring to ensure you continue to strengthen your relationships?

Component 5: Your Marketing & Sales Skills

While it’s important to maintain your level of excellence in what you do and offer to your clients, another crucial area that you need to become skilled at is in your marketing and sales abilities.

Even if you offer the best products and/or services that can support your clients in achieving results that are beyond their wildest dreams, if no-one knows about you, or you struggle in promoting and selling your products and services, you’ll find it very difficult to generate a level of income that will sustain your business’s growth.

• Do you have a solid marketing plan in place that schedules solid marketing strategies and action taking on a daily basis? And, does your marketing plan include both offline (face-to-face) and online (social media) networking?
• Does your website copy and your conversation continue to market your offerings in a way that allows your prospects to understand the value they will receive when they invest in you?
• Do you feel comfortable when having sales conversations with your prospects?
• Have you got a solid process in place to help you respond to that dreaded question “So, what do you charge?” so that you don’t blow an amazing opportunity to show your prospect what they can achieve through working with you?

Tracking and monitoring these five components in your business will be far more authentic and empowering as you continue to grow your business, and will certainly be noticeable and far more appealing AND influential to your community of followers, your prospects and your existing clients.

Here’s to expanding YOUR personal best!

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When I first hung out my shingle and began my service-based business I was so excited. Going out of my own, having no-one to answer to other than myself, and being able to support my clients the way I wanted was far more appealing to me than working from 9 to 5 for someone else. However that excitement was short-lived and soon turned to dread when the phone rang and I was greeted with “Hi, I’d like to enquire about your services. So, how much do you charge?”

Back in the early days I responded by explaining my fees to the caller, which I realise now was not the best approach. The reason for this is that as soon as the caller hears the cost they’ll immediately make up their minds (based on their possibly misinformed understanding of the services you provide) about whether they want to work with you.

It’s important to realise that people often make a purchase decision based on emotion – so by answering their question right at the beginning of the conversation you miss the opportunity to build that ‘emotional’ connection, nor can you build credibility, value and desire to work with you.

If this is something you dread too and like me (those many years ago) you respond by stating your prices, you may be missing out on numerous business opportunities.

Here are three simple yet powerful steps that will support you in not only responding to that dreaded question but will also help you to build trust and rapport with your prospect – both vital elements in any sales process.

Step 1: Defer the Question:

Firstly, you need to let the client feel as if you’re not avoiding their question so that they believe their request is important to you, which of course it is. Do this by responding with:

“I’ll be happy to answer your question (name). To ensure that I’m able to recommend the best solution to support you – is it ok if I ask you a few questions?”

This response is vital and will allow you to put their request on hold while you continue to find out important information about the problem/situation with which they are faced. You’ll also have the opportunity to position yourself and your services as a must-have solution to their problems.

Step 2: Research, Reflect and Build Rapport

Next, it’s important to find out about the problems they are experiencing and that prompted them to make contact with you.

Ask the following question, stop talking and continue to listen closely to their story particularly in relation to the words they use to describe their situation and the frustration they are feeling.

“So what is it that prompted you to call me today? What’s going on for you at the moment?”

After the client shares their story and continues to speak it’s important to reflect the information by repeating their words and their emotions back to them throughout the conversation. Doing this also helps to build rapport and trust as you continue to confirm a genuine interest in what they are saying.

For instance: “… I can certainly understand your frustration at spending over $4,000 on your advertisement and only receiving a handful of responses… I agree – it would have been terribly disappointing.”

Step 3: Switch Gear & Show Them the Results

Now is the time to ease the client out of their frustration and begin to create the ideal situation they desire, while building anticipation and the belief that this is achievable for them too, which of course it is!

Create an environment that allows them to feel that they are not alone and demonstrate how you’ve been able to help other people overcome similar problems.

“Well, you’ve come to the right place (name), and you’re certainly not the only person who has had to face this issue. Many of the clients I work with have experienced the exact same things you’re currently facing and have felt the exact same frustration you are currently feeling.”

“In fact one of the clients prior to working with me spent thousands of dollars on advertising and unfortunately didn’t receive anywhere near the response she had hoped for. She’s in my [name] program and in the last few months is generating some amazing results. In the past month alone she’s increased her database by 40%, she’s doubled the number of enquiries she’s receiving, and she’s been able to increase the number of people investing in her programs, all while cutting her advertising costs by 50%. She’s thrilled with the results. From what you’ve told me about your background I’m confident that you’ll be able to generate similar results…  What would it mean to you if you increased your database by 40%, doubled your enquiries and reduced your advertising costs by 50% (name)?”

Then stop talking and listen as your client visualises the impact this type of result would have on their business…

You’ll obviously have to tweak specific details in steps two and three to suit the clients you work with and the services you offer, however using these three simple yet powerful steps will enable you to create an opportunity to build rapport and credibility with your prospect and allow further opportunity for ongoing conversation about your services and how you can support them.

Is this helpful? Pop me a note here on my blog. I’d love to hear from you!

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Recently, I had the pleasure of being interviewed on Career Moxie Radio about Personal Branding – a topic I am very passionate about.

You can listen to the recording here. During the interview I speak about:

>> What Personal Branding is.
>> Why Personal Branding is so important, whether you are an ambitious Entrepreneur or Executive.
>> How being clear on your Personal Brand can make you more marketable and desirable by a potential client and/or employer.
>> …and much more!

Let me know what you think!

By the way – do you have a powerful and authentic brand that gets you headhunted and hired?

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One component that plays an important role in helping you promote your business (while enabling you to build trust and buy-in from potential clients) is to get feedback from existing clients that identify the results they have experienced through working with you. I’m talking about a ‘Testimonial’.

Like many of my clients, you too may dread having to seek feedback from your customers and therefore find this task to be quite daunting. Or, you may already be compiling testimonials from your clients that read something like this: “Thank you [your name here]. I’m thrilled with your service and would highly recommend you to my friends and family”, which unfortunately does little in terms of building rapport, trust and the desire to work with you when potential clients read it.

If you fall into either of these categories then it’s important for you to read today’s article. You are missing out on valuable opportunities either because you’re not proactively seeking feedback from your clients, OR you’re getting testimonials that are ineffective and don’t position you as a credible service provider who is worth investing in.

Incorporating powerful testimonials into your marketing will help you to:

1. Create credibility

Reading about how you have supported the people who have already invested in your services/products, confirms to potential clients that you are a credible authority in your field. Becoming known as an expert is vital for any service-based business particularly if you are operating within a competitive marketplace.

2. Build believability

Receiving a testimonial from a client acts as proof that what you are claiming in your marketing material is not just an empty promise – but is achievable. Why? Because someone else (your client) has achieved it.

3. Deepen desirability

Seeing the results that your clients are receiving (often in an area that a potential client is struggling with) increases their desire to invest in you and your services. The thought of finally being able to overcome their problems and finally begin to experience similar outcomes, deepens their desire to work with you!

I’m sure you too would like to create credibility, build believability and deepen the desirability of potential clients to invest in your services – YES?

Remember that people are very busy so you want to ensure the process is simple and easy. So here are 6 simple questions that I’ve asked my clients which have supported them in providing me information that I could turn into a valuable testimonial. [Feel free to tweak them to suit your business].

1. What were you experiencing previously that prompted you to work with me?
2. How has working through this program helped you in terms of developing your brand and marketing/communications material?
3. What are the results you are now seeing with your clients because of this? [Please include facts and figures if possible].
4. How will this help you and your business moving forward?
5. If someone is considering joining this program and is a little hesitant – what would you say to them, based on your experience and results?
6. Is there anything else you’d like to comment on?

Once your client sends you back their response you can develop the content into a powerful testimonial that you can include on your website copy, your brochures or any other marketing documentation.

Remember to run it by your client first before publishing it to get their approval, and ask them whether you could include a recent photo of them. This also increases believability as you are confirming that this is a ‘real’ person and not something you have fabricated.

Let me know how you go!

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This morning while driving my daughter to school, I was surprised to see a motor vehicle that had pulled over to let out their child; however had done so in a hurry and was jutting out in the middle of the road so that other cars couldn’t pass.

Normally, I wouldn’t have thought anything of this (and those of you who do the school run would know that school drop off and pick up is bedlam at the best of times), however what struck me about this situation was that this car had a huge sign on the back, stating:

[Name] Safe Driving School, along with their contact number.

Really? Safe Driving School? I wonder where in the manual it recommends parking your motor vehicle so that it juts out in the middle of the road causing a hazard for other cars.

That certainly doesn’t seem ‘safe’ to me. More importantly, as a parent of teenagers who are at the age where they could benefit from undertaking some driving lessons from a professional driving school, I’d probably steer clear of this driver and her company.

The lesson here is that no matter where we are or what we are doing, we are portraying our brands (especially when you have your business name being publicized to the world – such as with a car decals and signs or business shirts that include your logo).

Here are some other occasions where I have seen people not being on-brand:

• The Personal Trainer (or other health professional) who is overweight and smokes;
• The Dentist, whose teeth look anything but like the pictures they have hanging in their waiting room;
• The Professional Organizer who arrives late to your appointment with a briefcase and/or handbag that looks anything but organized;
• The Graphic Designer whose own logo looks outdated;
• The Web Designer whose website states ‘Under Construction’ on many of the pages.

A recent example of where I was not exactly on-brand myself was when I presented a short 60-second presentation at a business networking group. I have been a member of the group for a number of years as a Brand Communications Specialist, and therefore talk about the importance of communicating your brand in a powerful, influential and interesting way so that people are compelled to learn more about you and what it is you do.

On the way to the meeting I was caught by a traffic camera – the first time ever in my history of driving, so for me this was quite a shock. I had been running late and was thinking about what I had to do when I arrived and had inadvertently gone over the speed limit.

As this had never happened to me before I was quite worried, shocked and angry at myself, so during my 60 seconds I stumbled over a few of my words. This was obviously something that hadn’t happened before as one of my colleagues came up to me after the meeting and said “You stumbled on your words today didn’t you? That was quite a shock to us as we’ve never heard you stumble over your words. You’re normally very calm and professional when you speak.” Obviously I had not been on-brand – thankfully this doesn’t happen too often!

What about you? Have you seen business owners whose actions have not been on-brand that perhaps swayed your decision not to hire them?

Remember whether online or offline, you are representing yourself and your brand and could sway the decision for a prospective client to ‘not’ hire you because you were not on-brand.

What are you doing to ensure that you are constantly being on-brand? I’d love to hear from you – please leave your comments!

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DJ Mat Cross

Today I invested (as an interest-free loan) in a large pair of speakers for my 16-year-old son – who’s starting up his own DJ-ing business. [I think the next thing I’ll need to invest in is a set of ear plugs]. He’s been practicing for months on a music mixer and other technologies and officially ‘DJ’d’ a birthday party last weekend, which was a huge success. [The picture on the left is of him in action.]

What’s really impressive is that he’s created a website for himself, has started up his own fan club, is reaching out to his connections on Facebook and his friends at school to promote his business. And you know what? – It’s working. He’s started to generate a lot of interest for his services and has at least four birthday parties in the pipeline. He’s steadily raising his profile and starting to create a buzz about his talents in his area of interest and passion, which is music and technology.

I’m really proud of him (as any mother would be) considering he’s doing all of the things that I constantly encourage my clients (both job seekers and entrepreneurs) to do, when trying to raise their profiles out in the community about their services and expertise.

So, what are you doing to continue raising your profile?  Here’s a few things you should be doing:

• Meeting new acquaintances on Facebook;
• Connecting with your Facebook friends (colleagues) by commenting on their walls; sharing a valuable tip or article;
• Sending out a valuable tip to your Tweeples (Twitter contacts);
• Connecting with and reaching out to new contacts on Twitter to grow and nurture your tribe;
• Writing an informative blog post and sharing that with your connections;
• …and the list goes on.

Anyway, I’m off to join my son’s fan page!

Have a fabulous day!

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What makes YOU special?

and what makes you special – allows you to elevate your brand to new heights out in the market place. So what makes YOU special?

So often when I speak to women and women entrepreneurs they take their skills and strengths forgranted – not recognising them for the true value they offer a potential employer or client, which really saddens me. Once we are able to recognise our strengths and can talk about them confidently and professionally the opportunities that show up in our lives can be amazing.

Ladies, often the only person holding us back is the reflection we see in the mirror. I know, I’ve been there myself – that niggling doubt that we can achieve what our heart truly desires. So what goal or outcome are you blocking yourself from achieving because you haven’t recognised the amazing gifts and talents that you have to share with others?

Why don’t you gift yourself some time this week to write down a list of what you think your strengths are, and more importantly, how you can support others through harnessing these strengths.

My two strengths, I’d have to say, are inpiration and motivation. Inspiring and motivating others to believe in themselves and then be able to go out talk about themselves, their brands and the solutions they offer potential clients, with confidence. What are your strengths?

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