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Learn How “The 6 Steps” Grows Business
The Commitment Tip:
MAKE A FULL COMMITMENT TO YOURSELF, YOUR PRODUCT OR SERVICE.
Passion is the essence of commitment, but do your market research to determine the viability and pathway to sales. Know your talents, strengths and differences as compared to your competition
An attorney was passionate about working with many markets including: families with children, gay couples, divorced couples and elder law, but she couldn’t find her ideal market or generate enough business. She made a commitment to focus on one target client for 30 days. She chose families with children. Determining who they were, led her to understand where they were located and how to reach them.
By making a commitment to pick a target market, she not only landed a number of families as clients but also landed numerous speaking engagements in front of the right fit audience. Before the end of one of her first meetings with a client, this attorney was asked to work with the client’s elder mother. This example shows that making a commitment to one market does not mean saying “no” to potential clients, but rather, focusing on one market may help lead you to other markets.
The Focus Tip:
MOVE FROM CHAOS TO PRODUCTIVITY.
Knowing how to prioritize and make each day effective is crucial to the success of a business.
A day in the life of a small business owner or entrepreneur can be so incredibly overwhelming. As great a tool as technology is, we find ourselves surfing, tweeting, face booking, and not necessarily operating in a strategic fashion. For years, we have taken tremendous pride in seeing ourselves as multi-taskers, but we have found that in today’s world, multitasking does not work. We must have a razor focus on systems and structures for building revenue.
Often people ask us about time management and though there will never be enough hours in the day, we believe it is much less about time management and much more about self-management. Focused daily results means that you no longer turn around, look at the clock, and say to yourself “Wow, its 4pm, what happened to my day?” or look at your bank account at the end of the month and say, “Wow, where is my revenue?” At the end of the day, there must be solid answers for what you sold, developed, delivered and collected.
The Differentiating Tip:
CREATE YOUR MAJOR SELLING ADVANTAGE AND MARKETING MESSAGE
Different than a unique selling proposition or an elevator speech but a statement that
answers the questions “Who do you work with?” and “What do you do for them?”
It should lead people to say “How do you do that?”
A Mary Kay consultant was really struggling with creating a strong client base. It seemed to her whenever she introduced herself as a Mary Kay consultant people tuned her out even before she had the chance to make a strong connection. By helping her to determine that her ideal client was a young professional woman, we created a differentiating statement for her to introduce herself. “My name is___ and I work with young professional women who want to improve their personal and professional appearance”
Later that week when she attended a networking event, she ended up having the best experience she ever had when she had been out selling. She was able to have meaningful conversations that were generated from the new statement. People were intrigued, the new statement lead to the question “really, how do you do that? As a result of being able to introduce herself with this statement she started using it on her sales phone calls, her website and all marketing collateral. By defining herself by who she works with and what outcome the client would receive she was able to connect with the right fit prospect.
The Marketing Tip:
You May Need To Test Which Methods Work For Which Market, But Once You Succeed…Just Repeat!
The Case Study:
Every Monday small business owners and entrepreneurs find themselves in the same situation, with little time, a minimal marketing budget, and feeling overwhelmed about finding the right strategy to get their company seen and heard. The scramble begins, they make calls, tweet, blog, network, and by Friday, they are exhausted and frustrated with few results.
We believe in the importance of looking at thirty day increments of predicted, repeatable, cost-effective, and implemental, strategic marketing plans. As part of this plan you must determine how many sales calls you will make a day, what time a day you will make them, how you will record the results, and choose right fit networking opportunities, at least two every 30 days. Along with these strategies, you must have a concrete social media marketing strategy and be able to track ROI. By having 30-day marketing commitments, at the start of your week, all you really need to do is take a look at your marketing calendar and press send. If you really track your results, in a short time you will understand what works and what doesn’t. You can apply this strategy and adjust your approach based on your success rate within your targeted market
The Effective Relationship Tip:
MEASURE YOUR BUSINESS BY TIME, ENERGY AND MONEY
Make sure you are talking to the right fit person and attend the right fit event
The Case Study:
Networking is an essential marketing strategy for every business owner. Clients tell us all the time “I handed out 50 business cards and no one called me,” or “I went to that event and there was no one there to meet for my business.” It is very important to have a clear strategy for selling and connecting to “right fit” contacts. In order to do this it is equally important to understand the difference between networking, sales and building relationships. Too often we find that small business owners are more anxious to just make the sale before building rapport and trust and ensuring they are talking to a true potential lead.
There are 3 major factors to keep in mind when seeking connections to potential clients/ customers.
- Demographics: This includes age, gender, location, and likes and dislikes
- Economics: Can they pay for your services and/or products?
- Psychographics: The client’s needs and wants match the solution, product or service you are selling.
The real key to finding out if you are talking to the right person or are at the right event is to consider the factors above and to make sure you are not jumping in and talking about yourself and your services before you have these factors sorted out. The more clarity you have about who you are looking to meet, the greater likelihood that you will either meet a “right fit” client or contact, or that your conversation will result in an introduction to a “right fit” client or contact.
The Manage Emotion Tip:
Validate how you feel on a daily basis, but trust that everything is a process and don’t let feelings rule you.
The Case Study:
Managing a family and running a business is a tough combination. Schedules get disrupted and vacations and budgets tend to put projects on hold. In a recent discussion with a client the other day, he voiced his frustration over how this issue had been affecting his business. He was left with a lot of anxiety and felt like he was on an emotional roller coaster. In the weeks prior, he had two promising sales meetings and had been following up with this client ever since. Unfortunately, his customer’s approval process required several different signatures and support from a number of decision makers who were never on the same page and like most executives, were never in the same room at the same time. You could both feel and hear the frustration coming from this client’s voice, “Nothing is ever easy. It is like my customer just up and vanished into thin air” he said.
It’s ok to have feelings of frustration, anxiety and disappointment. In fact, studies show that it is important for individuals to give validation to negative feelings. What is not healthy is to let these feelings dictate your mood, attitude or commitment to growing yourself or your business. We are all affected by the actions of other people: their professional faux pas, their schedules, our own families and friends, and even people we come across in the day to day-ever had someone not return your call? Validate how you feel on a daily basis, but trust that it is a process and that the feelings and emotions are part of it and don’t let them rule you. Emotions can derail us, so it is important to stay focused and not be overcome by our emotions or be distracted by situations around us.
The Accoutability Tip:
Know What Is Working and Build On It And Change What Isn’t
The Case Study:
Having a system of accountability in your business is the pathway to success. If you can understand how you were able to achieve a result, then you can find a way to repeat it. How you account for those results, even if those results turn out to be not so positive, will provide you with information to make better decisions moving forward.
A system of accountability works well in a small business or in an entrepreneurial environment because it recognizes that each person is a major contributor or has the potential to be one. To build an accountability culture and policy it is important to build a systematic method that defines expected time frames (i.e. daily, weekly, monthly, quarterly and annually) and clearly defined roles, responsibilities and expectations. Depending on the size of your company, having a conversation that usually starts with the question, “How do you account for that?” can work as an effective system of accountability, but in order to be effective, the conversation must clearly define goals, opportunities, obstacles and responsibilities.
By seeing accountability as more than a means of having to be responsible and productive and viewing accountability as a tool for success, you can actually keep morale high, motivate employees and ultimately can move the company as well as individuals toward high and performance and a very successful business!