ForwardSmall BizTips and Techniques that actually get Results

August-September 2014

success

10 tipsto help your business achieve a “Wow Factor”

Granny Gooch:“You dont need it...”

Cover Feature: Andy Garza and his Guerilla business

PLUS:How positive is YOUR attitude?

Business Success Unlimited

Where Businesses come to connect, collaborate, and succeed

http: / /success4biz .biz

http : / / facebook.com/bsuconnector

http : / / l inkedin.com/in/nanc ybecher

http : / / twitter.com/smal lbiz junkie

Find us today at:

Are you looking for someone to help you grow your business easily, cost effectively and without taking years? Then Business Success Unlimited is the choice for you! BSU helps small business connect, collaborate and succeed through mentoring

projects, networking groups, and entrepreneurial forums.

Business Success Unl imited701 N. Prar ie StreetSturgis , MI 49091(269) 651-3555

Lean Times Bring out the Guerillas

Learn how to continue to grow your business, even during

money pinches

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Office to OfficeWelcome to Small Biz Forward magazine.

Get New CustomersAdam Fleming sheds light on how setting expectations helped him gain new customers. Find out here!

Easier Said than DoneManaging your small business can be tiring, but with these quick tips you willl make it look easy.

Give and TakeAre you a taker, matcher or a giver? Find out with Jerry Sarno.

Greet your CustomersNeat tips and tricks to keep customers satisfied and business coming.

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Security and Custom-er SatisfactionEd Becher on deaiing with unhappy customers safely and effectively

Calendar of EventsBe sure to mark your calendar for these exciting upcoming events

Train the ‘Wow Factor’Ready to spice up your business? With these 10 easy steps, you can!

Lead on your Website, Now What?Jason Barr tells readers about the four C’s to help you stay ahead

Check your AttitudeSelf-evaluate how well you handle tough customers and situations

You Don’t Need it, ‘Til You Need it

Read the wise words of the unforgettable Granny Gooch

Planning and Managing your Business

Find a new mindset that will make managing you business

easier14 20

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HEREFor advertising rates and other information, call (269) 651-3555.

You can also check online at http://smallbizforward.com

Summer is almost over…if yours has been like mine, it’s been busy. Friends and family, holidays, doctors’ appoint-ments (as I get ready for surgery), camping – all part of the daily schedule. Wait! There was nothing about work in there. I’ll bet you have taken some time away from work too haven’t you? That’s ok. We all need to have some rest and relaxation. I’ve worked hard this summer, but I’ve made time for fun too. I hope you did as well. But with the advent of August, we are reminded that fall is just around the corner. And that means time to get back into the work mode. This issue of Small Biz Forward is all about helping to make the work more productive, customer contact a bit easier, and employee retention not as big a worry. I hope you take a few minutes out of your busy schedule to read this magazine: the topics of interest to you and to your business. I am sure that if you do, you will find something to implement to help you save time, money and energy with the management of your company. But, I hope you also take some time to relax – don’t forget you’ve got another month of summer!

Nancy Becher

OfficeOfficeto

Meet Nancy Becher:Nancy Becher, passionate about supporting “mom and pop” businesses, is the Cheif Everything Officer of Business Suc-cess Unlimited, an educational training program for entrepreneurs and small business owners. Whe is the author of many short articles and published pieces in various magazines and online. An entrepreneur since age 12, she is known for her knowledge of running small businesses an dcaring about the people she works with. http:// success4biz.biz is where she is found!

Letter from the Editor

Do you

GreetCustomer

your

Do you greet your customers by name when they come to

your store, or call your business? Do you know things about them, like anniversaries, birthdays, children’s special days? What about treating them like you’d like to be treated? Do you ever put yourself into THEIR shoes, asking yourself what would the customer consider special treatment?

We all love to be treated like royalty when we go somewhere. An excellent example of this is a little Chinese restaurant in South Bend, IN that my husband and I go to every chance we get. The owner, a small, diminutive Oriental lady, dressed in culturally

correct clothing, greets you at the door, and escorts you to a table, providing you with menus. In a few minutes she comes back, sits down and asks you what you like to eat, if you have allergies, have you ever had ……. Often she tells you what you’re having to eat, and if you’re up for a great meal, you’ll say ok. Other times, she gives you what you order but there will be a special treat (free of charge) delivered to your table. Your drinks are constantly refilled, and she periodically stops by to ask if everything is okay. One time I had asked for a meal without any spices, but when it came, boy was it hot!!!! When told, she whisked the food off the table

Name?by

Nancy Becher, passionate about sup-porting “mom and pop” businesses,

is the Cheif Everything Officer of Busi-ness Success Unlimited, an educational

training program for entrepreneurs and small business owners. Whe is

the author of many short articles and published pieces in various magazines and online. An entrepreneur since age 12, she is known for her knowledge of

running small businesses an dcaring about the people she works with.

http:// success4biz.biz is where she is found!

your

Less than 25% of all dissatisfied customers actually report their feelings.

Instead, they simply go elsewhere...

and stomped back to the kitchen demanding that it be done, and done RIGHT! Now THAT is customer service. When was the last time you were treated like that when you went out to dinner?

Another time, getting ready for surgery, I was scheduled to have tests at the local hospital. When I got to the appointment I was told that I did NOT have one (although I had confirmed the day before). And further more I had missed an entirely different doctor’s appointment at a different facility for the exact same time (I had never heard of this doctor and had definitely NOT scheduled an appointment with him). When trying to get information on all this mix-up, I was told the scheduler would get back with me when she got around to it, and that I was no more important than anyone else. I could just wait my turn.

Finally, I was assured that I would get in to see someone that day (the appointment was originally at 9:30am). By 5:30 that afternoon, I was growing really tired, but finally was called into the examination room to see still a different doctor than either of the first two. At that point, I really didn’t care what I was told, all I wanted was to go home. It had

been a VERY long day. My question to you then is:

which example is one that you would consider GOOD customer service? Would you like to be treated like the first or the second? After answering that, then consider your customers and how you and your employees treat them. Does it come closer to the first…or the second?

Nobody sets out to deliver bad customer service, but it happens. Sometimes because we just get complacent and don’t think about how what we do or say affects others that we’re helping. We may be having a bad day and without even thinking, we take it out on someone who calls and asks a difficult question. The customer may be having a bad day and it flows over you. Do you let it get to you, or do you become that much nicer?

Statistics show that less than 25% of all dissatisfied customers actually report their feelings. Instead, they simply go elsewhere, thus losing you money. As well, only 1 in 10 will report a good experience, but 9 out of 10 will let everyone they know know that they had a bad one. In today’s society, it’s all about reputation. The customer doesn’t care about

your bills and your time, they care about “What’s In It For Me”. You have to think about what they want, not what you want. It’s as simple as that. If you can figure out what the buyer wants (and I’m not referring to the product or service here), and you can give them that and something even more special, then you will create a raving fan.

It’s no longer about being simply satisfied: if a customer is satisfied, when another company provides the same quality product/service at a lower price, the customer will most often take the less expensive alternative. HOWEVER, if you have given them special “treatment”, provided them with something that they want above and beyond, then you have created a customer for life. And this is what we all want, right?

Want to check in on your business’ customer service? If you have employees, have a friend call in and see how they are greeted. Think about other ways of suggesting something to a customer instead of saying the word NO. Are there things you can do to make your customers feel special? If you improve the way you deal with them, they’ll buy more from you. And have some fun doing it!!!!!

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For years we’ve honed in on what we believed to be the pillars of

success: Focus, perseverance, hard work, accountability, talent and perhaps a little bit of luck. But a new book by Wharton School professor Adam Grant is turning that notion on its head.

In Give and Take: A Revolutionary Approach to Success, Grant argues success is far more dependent on how well you interact with others, with relationship building skills proving more powerful than good business sense or an illustrious education. He divides people into three distinct work styles: takers, matchers and givers.

Takers are those who work towards getting as much as possible from every transaction, while matchers adhere to the concept of quid pro quo, aiming to give only as much as they take. However, it is givers –those who go out of their way to help others without expecting anything in return –who Grant says reap the greatest rewards in the end.

“Let me be clear that givers, takers and matchers all can –and do – achieve success,” he writes. “But there’s something distinctive that happens when givers succeed: it spreads and cascades.”

Let’s take a look at the four main reasons Grant says givers always rise to the top:

Give Takeand

Jerry Sarno is a strategic partner with Schooley Mitchell

Telecom consultants, North America’s largest independent

telecom consulting company.

Jerry.Sano@schooleymithcell.com

(269) 408-8679

Networking gives us many advantages, including access to information, diverse skills and power. It is no surprise that givers tend to be master networkers and establish strong relationships with key influencers that eventually help them get ahead.

Despite the end result, givers never approach networking with a “me first” attitude. Instead they focus on giving

value to others, reconnecting with weak or dormant ties and doing favors. They don’t worry about their contacts reciprocating, though they almost always do in the long run. It is natural to assume givers take a hit when it comes to personal productivity, but the author says it is the opposite –givers tend to be more productive since they get more help from others within their network.

1. Network

Takers are a nightmare when it comes to collaboration, often clamoring to get as much credit as possible while minimizing the work of others. On the flip side, givers are a pleasure to work with and take on tasks that benefit the group even if they stand to gain very little on a personal level.

The work produced by successful people is rarely a solo endeavor. Renowned architect Frank Lloyd Wright experienced great success while living in Chicago but his career took a nosedive after relocating to Wisconsin. A lack of collaboration was to blame. In the Windy City, he spent plenty of time with craftspeople and sculptors but maintained a more solitary existence after the move. Once he started a fellowship for apprentices, his creativity soared and he started producing quality designs again.

“Wright’s story exposes the gap between our natural tendencies to attribute creative success to individuals and the collaborative reality that underpins much truly great work,” Grant writes. “This gap isn’t limited to strictly creative fields. Even in seemingly independent jobs that rely on raw brainpower, our success depends more on others than we realize.”

Givers excel at bringing out the best in others. They have high expectations, and when training someone they create the conditions that allow the employee to bloom. Since they are naturally optimistic and trusting, givers tend to see potential in everyone and can easily spot a diamond in the rough.

To approach mentoring like a giver,

we need to focus on four areas: interest, encouragement, grit and passion. By making learning interesting, encouraging others to go far, building grit and cultivating passion, we can motivate others to do the work required to prosper. And if a mistake is made, admit defeat and move on quickly. Only takers prolong the pain.

We’ve all witnessed takers try to sway opinion and sell someone on an idea. Usually they demand attention, raise their voice and make their points forcefully. Some even abuse their position or authority to get their way. All of these behaviors can be a big turn-off. Givers tend to use “powerless communication” which allows them to express vulnerability, ask questions, speak tentatively and seek advice.

This approach can help build rapport and trust with whom you’re speaking. It may even give them

an ego boost by asking for their advice. When we hear a powerful message we sometimes get suspicious, but when we get asked a question it doesn’t set off the same

alarm bells. Givers naturally use this to their advantage.

“Thoughtful questions allow us to be convinced by someone you already like and trust: yourself,” writes Grant.

Not everyone is a natural giver, however, incorporating some of Grant’s points into our everyday lives can alter our view on relationships, and how we cultivate them, for the better. Simply embracing the idea that you’re willing to do a five-minute favor for anyone who asks could pay off exponentially. Don’t sit back and wait –join a community of givers, help fund a charity project or start seeking help from your peers more often. Don’t forget to give back more than you receive.

3. Evaluate2. Collaborate

4. Influence

Your business is a lot like a child: you spend endless

hours thinking about it, worrying and planning how to give it all it needs to grow and become adult, exulting in the victories and despondent when things take a sharp turn in the wrong direction. But, often, despite your best efforts to plan and manage, it takes on a life of its own.

So, what to do? The most important advice I can give you is this: Flexibility with a sense of humor. Followed closely by: Life’s too short to sweat

[some of] the small stuff. When planning for your business,

you have to be realistic. What do you do well and enjoy? What do you do only when forced, and even then, not so well? Are you embarking on a path that will demand too much of the latter from you? If so, then can you find – and afford – the people who will do these things for your business? Most of my small business clients are most vulnerable when they try to do everything for their business. While it might slow down your net revenue

Barbara Nicastro is a problem solver, strategist, and business executive highly experineced in analysis of complex or factual

situations. She uses a pragmatic business approach to prevent or

resolve issues. She has exten-sive leadership, public speaking, negotiation, media and motiva-tional training experience. You

can reach Barb at www.linkedin.com/in/bnicastro

Planning and Managing your Small Business: It’s Easier said than Done

“Don’t be afraid to ask the simple

questions”

“Life’s too short to sweat [some of] the

small stuff.”

Planning and Managing your Small Business: It’s Easier said than Done

goals, please understand that it’s less costly and time-consuming to spend up front to prevent problems than to clean them up after they occur.

The same holds true when it comes to managing your business. You only have so many valuable hours to your day. Clogging them with tasks that take you away from the business of your business will leave you stressed, drained and not as valuable to clients as the entrepreneur who has wisely chosen to let others take care of some of the day-to-day issues.

Ah, but I can hear you say as you’re

reading this: “how does she expect me to pay for this?” Well, the answer is: “you pay one way or the other. . . the only choice you get is HOW you’ll pay!” Think about the value you can put to that extra time: more networking, more community outreach, more energy to the work of your work. Figure out how many hours it will take to earn the money you’ll need to compensate others versus the revenue you’ll lose by having to divert your time to the non-fun parts of your business. You might be shocked by the result.

What you are NOT hearing me say is to

put your head in the sand and not acquire some knowledge in the areas for which you hire others. Learn from your consultants, tax planner, insurance guy and lawyer. Be able to recognize the issues that will allow you to evaluable whether an opportunity is worth your time and effort from a net revenue point of view. Don’t be afraid to ask the simple questions and also don’t be embarrassed when you mess up. The wisest person is one who views her turn at the “bad luck wheel” as an opportunity to grow stronger, smarter and more determined in the future.

I’m a guy who could get dates in high school – but I had trouble converting those dates into second dates or serious girlfriends. I didn’t set the expectation and agenda properly before the first date: We’ll go out, I’ll find out what you’re looking for in a boyfriend, you’ll find out if I’m that guy, and if there’s a match, we’re going to go steady.” Instead, I just asked if they would go somewhere with me, to a ball game or out for pizza. The girls were happy to have pizza but didn’t have the same expectation – they weren’t interested in having a serious boyfriend, or they thought I was fun but already knew they weren’t interested

in me as a sweetheart. That’s a standard romantic comedy storyline. I bought a lot of pizza for girls, but never got anywhere.

Early in my career in sales, I had a similar struggle: I networked, easily set one-on-one appointments to follow up with prospects, only to have trouble closing. But I’ve learned a few things.

Don’t pitch when you’re setting the meeting. If you’ve called in person or by phone, or even sent an email, you’ve essentially interrupted your prospect. If they sound interested, it’s tempting to start the pitch. DO NOT start the pitch. You are also busy – you’re setting meetings right

Win New Customers by Setting

Expectations

President of Epic Life Studios since 2008, Adam Fleming is a Certified Leadership Coach

and Coach Trainer. Adam has coached business owners in

many aspects of growth, with a focus on personal calling and

balance; and business focus on marketing, specifically inten-

tional growth by referral. Adam has been a BNI member since 2011 and currently serves his

chapter of that organization as Educational Coordinator, teaching

members to network effective-ly. He designs a new elevator

speech weekly.

now, and you don’t have time to talk. It may even help to think of their interested questions as an interruption to yourwork. Also, you don’t even know yet if they’re a real prospect.

Instead, this is the time to set expectations. We’ll review the Agenda (A) discuss your Business critical issues (B) discuss my competencies (C) and if they square up, we’ll make a Deal (D). Find your own informal way to say this stuff.

If they agree to meet, you might have a prospect. Set the appointment and hang up or walk away.

Somehow, in the most defining conversation of my entire life, I just flat out got lucky.

I called a young woman I knew and asked if we could talk in person that evening. “Any particular reason?” (She suspected I was interested in her.) I said “Yes, I do have a specific reason, and I’ll see you in an hour.” (I set the appointment and let her know I had an agenda but I did not go into it on the phone.) When I arrived, I set the agenda clearly by saying “all my friends are getting married right now, and I’m not dating for dating’s sake, I’m looking for a serious relationship and potential wife. I don’t know for sure that I want to marry you, but I think you’re really cool and I believe we could become best friends.” I made a Business critical issue statement AND a

Competence statement all in one. She was also not interested in casual dating, and though I didn’t know it at the time, ‘best friend’ was the key phrase that hooked her interest, and I’m really great as a best friend. Finally, I asked this cute prospect “Could we hang out on a regular basis and see if we really could be best friends?”

Then she said YES. Deal.

My jaw hit the floor.This is the core of a

Competency statement: “You need or want this, so if I can do this, are you in?” That’s it. No matter whether your work is highly technical or not, don’t go into details on the HOW you can do it. Nobody hiring a ditch-digger is going to want to hear that they lift with their legs, shovel with their right hand first, then

switch to their left every ten minutes, take a water break every thirty minutes, wear sunscreen… these are all things that make them an effective ditch-digger who can dig ditches all day long, but they are boring as hell and aren’t getting the ditch-digger any closer to a deal! Stifle the urge to show off your knowledge of your skill set.

You can get into as much of the HOW as necessary after you ink the deal. If you’ve explored their Business Critical Issue first, in enough length and depth, they’ve already decided whether or not they trust you. If they do trust you, HOW doesn’t matter!

Are you networking a ton but not landing clients? Start setting the agenda when you set an appointment for a one-on-one. Don’t be afraid to rule out prospects as quickly as they rule you out. Like a good husband, you’re going to be spending a lot of time serving them, so make sure they need or want what you can give, and you can give what they need or want!

If you would like some coaching on your sales process, I’d be happy to set an appointment with you and hear what your biggest challenges are. If I think I can help, I’ll say so and we’ll make an agreement to work together. –Adam Fleming, Leadership Coach /Coach Trainer adam.fleming.lifecoach@gmail.com

“I bought lots of pizza for girls, but never got anywhere. Early in my career in

sales, I had a similar struggle”

You’re busy, busy, busy. There just aren’t enough hours in the day. You need an extra 10 hours a day to get everything done – right? Well, I’ve got a secret for you: everyone has the same number of hours. And there are people that get everything done and still have time for personal. Whether you’re the one trying to do it all yourself, or if you have employees that perhaps are not getting as much done in a day as you think they should, the bottom line is that priorities must be made and an idea of where the time goes needs to be clearly understood.

I can tell you without a doubt that time is spent in non-productive hours; whether that’s email, phone tag, surfing the web, chatting at the water cooler, or dreaming, there is something that you do regularly that takes much more time than you’re aware of. And that creates part of the problem of lost time.

Time management is one of a business’ biggest problems. And until you really, truly know what you (or your employees) do with their time, it will not get better. So, as much as I know that you’re groaning right now, I have to tell you, you need to do a time management study. When consultants come in to a company, they often will follow employees around for a week recording EVERYTHING that employee does. I’m not advocating you do that, but I am asking you to try for a day to look at what you do and for the time you spend doing it. Enclosed here is a time management form and a to do list that I use and highly recommend. Look at them and see if they might be something you can use too. We all have hings that work best for us, and if these forms don’t “do it” for you, at least they will give you an idea of how to get started

Nancy Becher, passionate about sup-porting “mom and pop” businesses,

is the Cheif Everything Officer of Busi-ness Success Unlimited, an educational

training program for entrepreneurs and small business owners. Whe is

the author of many short articles and published pieces in various magazines and online. An entrepreneur since age 12, she is known for her knowledge of

running small businesses an dcaring about the people she works with.

http:// success4biz.biz is where she is found!

Time Management Log

Name ___________________________ Day_____________________________

Month___________________________ Year ____________________________

Task List 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00

4:00 5:00

Find more forms for your business at www.entrepreneur.com/formnet.

We all know that we cannot keep every customer we interact with happy; there are some that you just cannot please. What we need to be careful of is those who want to get violent and take out their frustrations on us physically.

Incidents of workplace violence are the leading cause of occupational death, injury, worker’s compensation claims and for loss productivity. Customers had the highest proportion of injuries in bars (70.4%), motels (58.7%), and restaurants (34.7%). Employees had the highest proportion of injuries during violent crimes in grocery stores (37.9%), liquor stores (31.9%), and restaurants (27.0%). (1997-2001 survey done in Los Angeles, CA).

We all have our personal space, which varies from person to person, but on average is arm’s length. Each of us has known or interacted with that one person, no matter what we do, wish to get inside that space. They want to be up close and personal. Every time we take a step back, they take one forward. How, without being rude, do we tell them to stay back?

In certain cultures, they are more prone to invade our personal space as each culture has a different perspective as to what constitutes this space. Persons of Middle Eastern heritage are more likely to get in closer than

a European. We also all have slightly different personal spaces, some do not mind people moving into their space as long as it is for reasons which we feel comfortable with.

The question does come up as to how do we deal with situations when our personal space is invaded and we feel threatened. As small business professionals, there are times when we have to deal one-on-one with a client and at times in unfamiliar surroundings. So, for these times, here are some simple rules to follow:

1. Let others know who you are meeting, when and where.

2. Ensure your cell phone is fully charged BEFORE the meeting.

3. Know the area you are meeting at, drive around the block a time or two to familiarize yourself with the neighborhood, especially if it is a location you have never visited before.

4. Meet new clients in public places during normal business hours or hours that the public location has normal or above normal traffic.

5. Do your own due diligence on the potential client, who are they, why do they want your services or product, can they afford what you have to offer.

Ed Becher PPS is the Owner and Director of Training for the Center for Protection, Security

and Personal Safety, located in Sturgis, MI. He can be contacted

at ed@thebodyguardacademy.com or by calling his office at

269-651-3355 to discuss your security concerns.

Now what about that one customer or client who expresses their dissatisfaction. Most will only do so verbally, but we do need to consider that one may just take that to the next level and get violent. We never want confrontation to escalate to this point but we do need to consider its possibility. Many times just talking to your customer/client in a normal voice will calm things down, never try to talk over them as they start to raise their voice. You yell, they yell and no one wins. By maintaining your voice at a normal tone keeps you in control of your emotions. While the customer/client is permitting their emotions to get away from them we do not want ours to take over and get in the way of our clear thought process.

One thing we always want to do is maintain some distance between us and our customer/client whether this be with objects; desk, counter, chairs; or just open space. A person is said to be able to cover 21 feet in 1.5 seconds. Now how fast can you react to that? How do we react to that?

Start by getting off the X, move left or right and get out of the direct line of travel. As the attacker gets closer and you are moving off the X, push them, get them off balance and escape. Make distance between yourself and your

attacker while at the same time yelling for help.

I get asked many times about weapons, all I will say on this is that ANYTHING can be used as a weapon: rolled up magazine, bottle of water, a glass of water, a cane. Whatever is readily available can be used to protect yourself. The key to remember though is to not get ourselves in these situations. This is where our maintaining our situational awareness comes back into play. When those hairs on the back of your neck go up and your gut tells you something just is not right, trust those feelings, they have never let me down.

As I have said before in other articles we want to maintain ourselves in a Condition Yellow at all times. This cannot be truer than when dealing with a new or upset customer or client. Yellow is best described as a relaxed alertness and you are prepared to act if necessary but there is not a specific threat. You are aware of your surroundings. Too many of us spend too much time in Condition White: this being you are completely unaware and oblivious to your surroundings. If something was to happen and go wrong, your reaction would be severely delayed.

With all this in mind now: Stay safe and Stay Aware!!!

You Don’t Need It, ‘Til You Need It

Stage Direction: Curtain rises; your sales team is gathered in the conference room seated at the table beginning a dis-cussion on the latest sales figures. You take your seat with one hand securing a styrofoam cup of pitch-black coffee, while the other hand stretches out to the pile of cream and sugar packets too far to reach but too close to ask for a hand.

Narrator’s Voice as the Voice in Your Head: “I need the cream and sugar.”Granny Gooch: “No you don’t.”

Voice in Your Head: “Yes I do, I always need cream and sugar for my coffee.”GG: “You don’t need it, ‘til you need it.”

Voice: “What?”GG: “You heard me.”

Voice: “When do I need it?”GG: “Not ‘til you need it.”

Voice: “But how do I know….”GG: “Because you will need it.”

Stage Direction: Curtain closes as your hand relaxes its grip on the cup, your body slouches back in its chair, your head drops to your chest and your face sinks into a frown. Lights dim as the patrons seek their exits and you are left alone with your thoughts.

A Stage Play By Granny Gooch

Good thing you have Granny Gooch to explain this one to you. Pull up your chair and listen to me for a minute.

You don’t need anything. Not until you need it.

Does a salesman need an appointment book? Not until he has an appointment.

Does a business need inventory? Not until it has customers.

I know what you are saying: “But you need to plan ahead.”

Yes, plan ahead, be prepared, and think long-term. Just remember, a saleswoman isn’t a saleswoman just because she dresses the part. A business isn’t a business just because it has stuff. As Joyce Meyer says, “I could sit in the garage all day, but it doesn’t make me a car!”

And don’t automatically assume coffee needs cream and sugar.

If you’re a just-starting sole-proprietor, you don’t need to hire a professional web designer. You can’t afford to. Use whatever skills you have to produce a website that will serve your business needs right now (not what you hope they are someday). No sense in trying to mask your inexperience with fast graphics and too much website for a beginner to maintain. Your web presence is a reflection of your business, and trying to do too much too soon will lead to bad

first impressions. Show your good side, yes. Try too hard to convince people you are something you’re not, no.

If you’ve been in business for two to five years and need an upgrade, then hire accordingly. But be sure you are upgrading because there is greater demand for what you are offering and you need greater functionality to handle the increased sales, or because your customers are demanding more information. Upgrade to meet demand, yes. Upgrade because others in business are doing it or to make yourself feel better about your business, no.

This is not to say that web designers are a waste of money, they certainly are worth every cent – when you need them. And the same goes for accountants, lawyers, janitors, maintenance personnel, and even the local coffee shop.

The people and services that are available to you and your business are waiting just outside your door. It’s up to you when you let them in.

Before every business decision - purchasing new equipment, hiring additional staff, buying lunch for a potential customer - test the coffee first.

Granny Gooch doesn’t use cream and sugar. Not until she needs it.

Michael Bau is a freelance writer sometimes working under the pseudonym of Granny Gooch. Mike will help you find and highlight what your business does best.

You can find him at MichaelBau.com or mike@michaelbau.com

Granny is old-fashioned, outspoken and original. You can meet her at GrannyGooch.com or get her attention at granny@grannygooch.com.

•••

DOWN

1. to be grateful or thankful for

2. to make (an idea, statement, etc.) clear orintelligi-ble; to free from ambiguity

3. to give approval to

4. word never used in customer support vocabulary

5. treatment or consideration of, or making a distinction in favor of or against, a person or thing based on the group, class, or category to which that person or thing belongs rather than on individual merit: racial and religious intolerance and discrimi-nation.

6. feeling regret

ACROSS

1. Satisfaction

2. the imparting or interchange of thoughts, opin-ions, or information by speech, writing, or signs.

3. word said in agreement

4. treatment or consideration of, or making a distinction in favor of or against, a person or thing based on the group, class, or category to which that person or thing belongs rather than on individual merit: racial and religious intolerance and discrimi-nation.

5. to assume a facial expression indicating pleasure, favor, or amusement, but sometimes derision or scorn, characterized by an upturning of the corners of the mouth

6. the act determining upon an action or course of action, method, procedure, etc

Key Term CrosswordCustomer satisfaction puzzling you? Try solving this crossword by

using key terms used with customer satisfaction. You will soon find keeping customers happy is easier than you originally thought.

2.

3.

1.

1.

3.

4.

5.

4.

5.

6.

6.

Solutions: Down: 1. appreciate 2. clarification 3. no 4. understand 5. understand 6. sorry Across: 1. please 2. communication 3. yes 4. discrimination 5. smile 6. resolution

It’s no secret that the last 6 years have been challenging for many businesses to survive let alone thrive in the midst

of a slow economic recovery. But contrary to conventional wisdom, businesses always seem to cut their advertising budget first to make ends meet. While that may be a short-

Lean Times Bring ouT The gueriLLas

term cash- flow solution, it’s certainly not a long-term formula for success. So what’s a business to do? Bring on the Guerillas, that is, Guerilla Marketing.Guerilla Marketing was originally necessitated out of need for the” Small Businesses” to level the playing field with the “Big Businesses.” The small business didn’t have the budget to “Plaster” the airwaves with radio or television commercials. They had to be creative with humorous, clever, even startling methods that hit between the eyes with reality, igniting the senses, stirring

up feelings and giving an almost subliminal experience that would imbed into brains of potential customers. Guerilla Marketing found ways to tap into emotions beyond two-dimensional advertising of sight and sound. It created attachment by resurrecting anchored feelings we all possess and fusing them with the commonality of the product or service. This was done using a fraction of the cost of traditional methods.Guerilla Marketing is not for all businesses, but it should be explored by all businesses big or small.Whether you’re just starting your business or struggling to reach the next level or even if you’re well established and just want to keep your competitive edge, Guerilla Marketing needs to be in your arsenal of marketing methods.

gueriLLasFeatured on the cover of this is-sue, Andy Garza is the President and CEO of Big Gorilla Marketing.

CheckAttitude

A SELF EXAMINATION

Y O U R

Over the past few months you’ve learned how to get insanely specific with your audience targeting, so your website viewers feel like you’re talking directly to them and know exactlywhat they want.Then you’ve tested your design until you have a sleek, intuitive layout that’s bringing inleads like crazy!But one question still remains: what do you do with these leads to turn them into customers?If you don’t follow up effectively, you’re wasting all the work you’ve done so far!The best way to follow up with leads you get through your website is to use an automated email sequence triggered when they put their email address into your sign up form.I usually get a little resistance at this point from business owners. “I don’t want my prospects to feel like they’re getting the same cookie cutter experience as everyone else,” they say.And that’s exactly right! You don’t want them to feel like that. But if you build your automated sequence correctly, they won’t!Use your audience targeting to its full effectYou’ve done the exercises. You’ve answered the questions. You know the questions yourleads are asking, and what motivates them. Now put that informa-tion to good use!

First, create a short piece of content that begins to answer their pressing question in a way that communicates extremely high value. This can be a video or series of videos, an ebook,a short email course, or just about anything. This is what’s known as a lead magnet.Then, when someone signs up for your list, deliver that content. Then give them an emailsequence over the next few days that uses what I call the 4 C’s of effective follow up.

1. Credibility 2. Content 3. Conversation 4. ConversionHow to deliver an email sequence that brings in customersIf you follow the 4 C’s, you’ll quickly develop a relationship that encourages your emailrecipients to see you as an authority in your field and trust you to help them get the resultsthey’re looking for.

You’ve got a lead through your website,

1. CredibilityFirst, build credibility by delivering the lead magnet content you’ve promised. It has to be of high quality, so you should create something that’s so valuable it makes you a little uncom-fortable. This will encourage them to want more, because “if the free content is thisgood what else can they do for me?”Then over the next day or two ask what questions they have about your free content, introduce yourself a little bit (in a custom-er-centered way!), and maybe share a brief case study about someone you’ve helped in the past.

2. ContentNext, send them anywhere from one to three additional piece of content you’ve created. It doesn’t necessarily have to be as dramatic and life-changing as the lead magnet, but it does need to be thematically related and relevant to the problems you know they’re lookingto solve.So, if your lead magnet was “7 ways to lose 7 pounds in 7 days without starving yourself or killing yourself at the gym,” a good follow up would be a next step, like how to increaseenergy levels or develop longer term healthy habits.

3. ConversationNow you want to get them into the habit of re-sponding to you. You’ve already started doingthis when you sent them the links to your con-tent and asked if they had questions, but now you want to get them used to taking actions that will lead to the sale.A great way to do this is to ask a question and then just asking them to reply to your email can be highly effective. This gets them into an interactive mindset, instead of passively con-suming the information you send.

4. ConversionHere’s the payoff! You’ve spent a few days building a relationship with them and getting them to respond. Now it’s time to find the buyers.Of course, you don’t just suddenly morph into “salesman mode” and start sending anavalanche of pitches. You have to build on what you’ve already done.The sales component of your follow up should follow the classic AIDA format: attention, interest, desire, action!Get their attention by asking a question or making a promise that’s related to the result theynow know you’re an expert at providing. Then build interest by telling a story that relates what you do to their needs. Build desire by high-lighting the benefits they’ll get from working with you, and the consequences if they don’t.Then, and this is important, ask for the sale! You’d be amazed at how many entrepreneursare barely getting by because they have people lined up to hire them or buy their productsand they simply don’t ask for the sale.The Conversion process will probably need to happen over a few emails, maybe 1-3 pre-sale emails that prime the reader for your offer and then 3-4 more that take them through the AIDA sequence.You’ll also want to make sure your sales page, consultation, or whatever means you use to get new customers is consistent with AIDA, the content you’ve delivered, and the relationship you’ve built to this point.

If you follow the 4 C’s, you’ll build effective, automated email follow up sequences that will have your new customers feeling like they’ve known you for years!

Jason Barr is a Digital Media Consultant and founder of Valentine Web Services. To learn more about how to grow your business, take back control of your time and energy, and even get new clients while you sleep, visit http://valentinewebservices.com/audience-targeting-system.

DO NOT CROSS

DO NOT CROSS

Ed Becher PPS is the Owner and Director of Training for the Center for Protection, Security

and Personal Safety, located in Sturgis, MI. He can be contacted

at ed@thebodyguardacademy.com or by calling his office at

269-651-3355 to discuss your security concerns.

As many know each article has one theme: that of keeping you, your family and

business safe. Every time I check the news, either online, television, or printed media,I hear about violence. July 4 weekend anywhere from 60-80 people shot and killed(around 10 killed in Chicago alone). Many of those shot and/or killed were innocent victims who just happened to be in the wrong spot at the wrong time. One shooting involved someone removing another person’s drink from the hood of their car so they could leave a party. The drink’s owner got upset, retrieved a gun and started shooting at the occupants of the car. A legally armed occupant returned fire and shot the shooter, stopping others from being shot. Toll from this shooting was: no deaths and 4 injured. All this over a drink.

The occupants of the car were innocent bystanders who were trying to leave a party. Did they suspect that they would end up in the middle of a Wild West shootout? Were they aware of the possibility of this happening? Probably not.We in reality never are prepared. But we do need to remember one thing:

100% of all attacks will happen exactly at the same time: NOW!!

Many articles have been written about the crisis on our borders, the violence on our streets and both in our schools and places of work. What is the key to keeping ourselves safe in today’s ever increasingly violent world? I need to say once again one key is keeping your situational awareness high. Put the phone down as you walk to your car in the shopping center parking lot, be observant to strange cars in your neighborhood. Report the unattended bag/briefcase, backpack to security or law enforcement. Scams are on the increase, both online and from phone calls. One popular one has been a call that your computer is about to crash and the call is from Microsoft and they can prevent it. How can they prevent it; by getting access into your computer. Do they fix an issue, usually not, most times they steal data from your computer or install programs so the next time you access your bank, or make an online payment they can retrieve the information.

The number of teenagers who become the victims of online predators has also risen slightly, with more and more teens online. Are we surprised? No, but we do need to know what sites are children are visiting, who they are talking to, and what type of pictures they are sending

ENTREP RENUERSecurity and the

ENTREP RENUER

DO NOT CROSS

or receiving. Most of us did not have this technology when we were younger. Smart phones, tablets and laptops, Wi-Fi at McDonalds and more. Some schools are providing students with iPads and it has been reported that students have beaten the security installed on these devices and have accessed websites not designed for them. Our children’s phones, tablets and computers should be screened by parents to determine what sites they are visiting. The hard part here is more and more children are more technologically knowledgeable than we are.

During one recent Women’s Personal Safety Seminar, in attendance were a group of teenage girls. At first their attitude was one of “it could not happen to me.” That started to change about half way through the presentation when they were shown pictures of themselves and

their homes found online. By the end of the seminar their eyes were open and they became aware of how vulnerable they can be to online predators, stalkers and how they could increase their awareness.

By maintaining our personal situational awareness levels up, we can keep ourselves along with our families, clients and

businesses safe. Let’s not forget to keep this awareness up and running even when on vacation or business trips. Know where your personal belongings are at all times, if the hotel room has a safe, make use of it to

secure them. At night double lock the doors and review your escape routes in case of emergency. Have a plan before something happens, because when it does it’s too late to plan, now we are just reacting. Keep a flashlight next to your bed in the hotel, clothes close in case you need to get dressed quickly, keys (room and car) should be in a place where you can retrieve them quickly.

These same principles can also apply to our college age

children who are in dorms, frat/sorority house or apartments of their own.

“100% of all attacks will happen exactly

at the same time:

NOW”

ENTREP RENUER ENTREP RENUER

Factor

Mark Calendars!

y o u r

August 22Two Events, One Day

Choose One or Attend Both!

B2B Get Together9:30-11:30pm

(Open Networking starts at 9:00)

Trine University, 4101 Edison Lakes Parkway,

Mishawaka, IN

Time to give your business a boost, refresh your own focus for success and join in the fun of a unique networking experience? Lots of fun and a great way to connect with other business-es. Open Networking time 9:00-9:30 and then Business Introductions start at 9:30. All business-es are introduced. Bring your business cards, brochures, samples and a door prize if you want. Display space also available so feel free to come a little early and set up a small display too. Just $5 to participate.

“Voice of Your Business” Workshop

12:00-2:00pm

Trine University, 4101 Edison Lakes Parkway,

Mishawaka, IN

Want to improve your skills as a speaker and find ways to better demonstrate your own expertise? Join us for this two hour workshop designed for business owners and managers who have previ-ous speaking experience but want to improve and expand their audiences too. LIMITED GROUP SIZE. Lunch will be provided. $30. (NOTE: In ad-dition to the workshop, you will learn more about opportunities to join the “Voice of Your Business” Speakers Group). RSVP Required. Call Karen Bachert 574.344.8895, email karen@YourBusi-nessNeedsFans.com.

Sponsorship opportunities now available: Michiana “Shop & Greet”March 26, 2015, 4:00-9:00pm

(Saint Mary’s Campus – Gillespie Center, South Bend, IN)Best Expo of the year! One of a kind event with our unique “Everyone Shops Experience”! Great network-ing & auction fun with local charities. Sponsors, Vendors, Speed Networking Challenges, Prizes & Surpris-es, Live Charity Auction! Live Radio Broadcast! Foodie Favorites! Cash Bar! Fun for you, fun for friends, good for your business and good for Michiana too! Tickets just $15 (and get $10 back in Michiana Bucks to spend at the event). More info, call Karen 574.344.8895

Calendar EventsAu g u s t

Au g u s t

Month of

3101724

4 511 1218 1925 26

Sunday Monday Tuesday

31

In-Person Peer Advisory Board *

Old National Bank, Granger, IN

In-Person Peer Advisory Board *

Old National Bank, Granger, IN

Is it time to move your personal and professional life ahead to the next level of success? With this program you will receive A strong support network, solid feedback and perspectives from like-minded leaders, clarity, accountability & focus to move, forward to your vision, empowerment to stretch and grow, identify solutions and opportunities, and best -- greater success. This is done through a series of classes (2 hours in length, twice a month) for three months. The cost of this program is $95, payable in advance. It’s a great program and if you want some further knowledge about it’s value, check out the testimonials on the Entrepreneurial Forums page. When you decide this is for you, send me an IM and I’ll get you the connection information!!!!

*In-Person Peer Advisory Board

Calendar EventsWednesday Thursday Friday Saturday

1 28 915 1622 2329 30

6132027

7142128

of

Body Guard ClassEntry level training program for those

interested in the executive protection industry 8am

to 6pm. Sturgis, MIClasses August 9, 10, 16,

17, 23, 24, 30

Create Raving Fans Seminar

12-4 p.m.Innovation Center

Fort Wayne, IN

Women’s Personal Safety Seminar

6:30-8:30 p.m.Sturgis, MI

Online Peer Advisory Board

Online Peer Advisory Board

Calendar Events

7142128

Month of 1 28 915 1622 2329 30

Sunday Monday Tuesday

In-Person Peer Advisory Board *

In-Person Peer Advisory Board *

Calendar EventsWednesday Thursday Friday Saturday

4 511 1218 1925 26

6132027

of

Is it time to move your personal and professional life ahead to the next level of success? With this program you will receive A strong support network, solid feedback and perspectives from like-minded leaders, clarity, accountability & focus to move, forward to your vision, empowerment to stretch and grow, identify solutions and opportunities, and best -- greater success.

This is done through a series of classes (2 hours in length, twice a month) for three months. The cost of this program is $95, payable in advance. It’s a great program and if you want some further knowledge about it’s value, check out the testimonials on the Entrepreneurial Forums page. When you decide this is for you, send me an IM and I’ll get you the connection information!!!!

Online Peer Advisory Board

Entrepreneurial Forum: “Secession

Planning”5-7 p.m.

National CollegeSouth Bend

*In-Person Peer Advisory Board

3101724Women’s Personal

Safety Seminar

6:30-8:30 p.m.Sturgis, MI

Online Peer Advisory Board

Membership DirectoryAL HOWARD PHOTOGRAPHYAll types of photography, from wedding to birthday, to pet and school pictures – we do it all!

Daytime Phone : (574)264-5413Evening Phone : (574)329-3040Email : alhowardphotography@yahoo.com

C2 YOUR HEALTHWellness Programs for Mini-Checkups, Home Labora-tory Testing, Health Coaching, Self-Care, Community Connections and more.Cindy Cohen RN, BS BA | http://CindyCohenRN.com

CHARLIE BATIZY, MULTI-COMPANY LICENSED INSURANCE AGENTSpecializing in insurance for individuals, small busi-nesses, and the uniqu opportunities of American Veterans

Phone: 800-578-1609

CHARLENE BOOKS REFLEXOLOGY/REIKIRelax, release & Transform Your Worldcharlenebooks@gmail.comhttp://charlenebooks.myitworks.com

CONNECTIVE MARKETINGprovides communications services to small businesses:• Print and e-newsletters• Handbooks, Yearbooks and Directories• Web site content• Organization membership management• Editing and Proofreading• Event managementConnective Marketing offers non-profit management and consulting services. Connective Marketing has a particular focus on sailing and sailboat racing organi-zations and events. Be confident you can drop your dock lines and sail away knowing your needs will be met.

Connective Marketing1245 West Gull Lake DriveRichland, Michigan 49083

269.203.7130 T | 786.358.3605 Fgail@connectivemarketingllc.com www.connectivemarketingllc.com

Membership DirectoryEPIC LIFE STUDIOSAdam Fleming is a leadership coach as well as an Ac-count Executive for the credit card processing compa-ny, WorldPay.

Email: Adam.Fleming@WorldPay.usadam.fleming.lifecoach@gmail.com574-238-7872

FIND GREAT COMPANIES.COM, LLCWe specialize in creating an online presence for your great company, complete with interactive online marketing, networking and even a customer comment and review section. Your profile with us lets online users connect to your website, social media platforms and even locate you via our map feature with just one “click”!!! We are not just another business listing. We are semi-exclusive and only accept the most reputa-ble businesses. Your profile with us provides member to member benefit discounts and the opportunity to offer/advertise your special offers to our online user group each week at no additional cost to you. We are a power packed website with all of the tools necessary to help your great company GROW!!!!

260-499-1415Email: tbarse@findgreatcompanies.com

HEARTWOOD RENAISSANCE ACADEMYA private school dedicated to helping students succeed. We teach students to SOAR TO NEW HEIGHTS. The staff and teachers help DESIGN, BUILD, and TEST each child’s skills, confidence, and self-esteem to fly with courage into their adult futures with the ability to overcome obstacles and accept challenges.

https://www.facebook.com/pages/Heartwood-Renais-sance-Academy | (269) 273-0160

ID LIFESusan Ruch, Founding Partner: #IDLIFE provides “Individually Designed” Vitamins & Nutritional Sup-plementation based on Medical facts and “Chrono-Bi-ology.” All Products are Organic/Natural, Gluten Free, Non-GMO & Casein Free. Visit to Learn More at www.IDLife.com/Health4Life

susaneckleyruch@gmail.com Facebook: Susan Eckley Ruch Twitter: @susaneckleyruch LinkedIn: Susan (Eckley) Ruch

KERRI’S AVENUE SALONHigh End Hair at Affordable Prices. We use top quality products, attend education classes on a regular basis, and work with all textures of hair. Free consultations are always available, just call. Check us out at our new location! Kerri’s Avenue Salon Too 420 West Cleveland Rd. Granger IN 46350

http://www.kerris-avenue-salon.com | (574) 243-3901

NILES FOUR FLAGS AREA CHAMBER OF COMMERCEThe Four Flags Area Chamber of Commerce is ded-icated to serving the needs of Businesses and the Community. For further information on joining the Chamber please call (269)683-3720, orchamber@nilesmi.com.

SCHOOLEY MITCHELLJerry Sarno and Schooley Mitchell will save your busi-ness or organization; 1) Time; we do the work so you concentrate on your core business. 2) Money; we save $$$ on your telecom spend, if we don’t, there is no fee. 3) Peace of mind.

269-408-8679http://www.schooleymitchell.com/jsarno

THE CENTER FOR PROTECTION, SECURITY AND PERSONAL SAFETYProviding quality training for those working in the private security industry. http://centerforprotection.com | (269) 651-3355

PREMIER WOMEN’S NETWORKTo Uplift, Encourage, and Inspire all Women in Busi-ness and Career Seekers to Achieve their Highest Capabilities through Networking and Education

https://www.facebook.com/PremierWomensNetwork/info | ( 260) 747-5202

2ND STORY MARKETINGThree passionate and energetic women providing mar-keting services for small businesses including market-ing plans, campaigns, managing social media, newslet-ters, press releases, event management and more.

www.2ndStoryMarketing.netFacebook: 2nd Story Marketing

Continued...

Nancy Becher Hannah Leitner nancy@success4biz.biz or http://smallbizforward.com

701 N. Prairie Street Sturgis, MI 49091 269-651-3555 http://smallbizforward.com info@success4biz.biz © 2014

Twitter: @smallbizjunkie Facebook: http://www.facebook.com/bsuconnector LinkedIn: http://www.linkedin.com/in/nancybecher

Editor:Layout and Design:

Advertising and feature inquiries send to:Subscriptions can be directed to:

Vol. 21, No. 5 Small Biz Forward is published every other month by Celebrate Business Publishing, a division of Business Success Unlimited. ISSN 2332-5887

No part of this magazine may be reproduced or transmitted in any form or by any means without written permission from the publisher. Unsolicited manuscripts and photographs will be returned only if accompanied by a stamped, self-addressed envelope. All letters sent to Small Biz Forward will be treated as unconditionally assigned for publication, copyright purposes and use are subject to SBF unrestricted right to edit and comment.

Small BizForward

The place where businesses come to connect, collaborate, and succeed

https://www.americanexpress.com/us/small-business/openforum/activity/ This website is run byAmerican Express and is a great place to discuss issues with other business owners that may have similar questions and activities.

http://www.quora.com This website gives its users a place to ask questions, post blogs, share their ideas and values. It’s a place to check into at least once a week to help grow your business.

http://findgreatcompanies.com is an Internet site that allows businesses to list their products and services, let’s customers share their experiences, and much more.

If you’re located in the Fort Wayne, IN area there’s a great business to hold meetings, to find coworking/incubator space, etc. http://www.niic.net/

Check out these Magazine Resources:YBNF Tip:

“Share” to spread the word

Whenever you receive an invitation to an EVENT or read a post that extends an invitation to the public, consider the benefit of “sharing” that post or EVENT invitation on both your personal page and your business pages. Once you hit the “share” button (when logged in to your personal page), you will have the option at the top (a little arrow drop down) that will allow you to choose to share the post on your business page. Always leave a comment on the EVENT page or the post , telling the author that you are sharing their information with others.

Always appreciated, helpful for your followers and adds more interesting content/ information to your page.

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