Every day I see small business owners jump ahead in a couple of areas in their business. From marketing to networking to pricing you can do real damage to your future if you go to fast.

1. Marketing
Before you sign up to advertise in a magazine, pay for Google ads, or buy air time, ask yourself some key questions:

• Who is your audience?
• Where is your audience?
• What is the best way to transmit your message?

Taking the time to answer these questions will help you avoid spending money in the wrong places. Think about it this way.  If you sell to businesses, does it make sense to put an ad in a consumer magazine or neighborhood paper? Not really. Sure, you can tell yourself that your target market will be reading that document. However, they won’t be reading it with an eye for what you are offering. Your message will be lost on them. That is not the best way to spend your marketing dollars.

Don’t allow yourself to be swayed by the salesperson or your associates. You must do your due diligence before signing on the dotted line.

Example: I have two friends who started an organization called Positive Thinkers Network. After it had been in operation for about a year they decided to launch The Positive Times, a periodical that goes into homes and has only good news stories in it. When the salesperson reached out to me about advertising in it my first reaction was to sign up. After all, I like the owners and wanted to support them if I could. My heart said ‘do it.’ When I took a moment to consider this I realized that it just wasn’t the place for me to advertise because I sell to businesses, not consumers. As much as I wanted to support my friends, this was not a good marketing decision. So I respectfully declined.

2. Networking
There are tons of opportunities to network, on and off line. You could be doing it all day and night, every day. However, that would not be the best use of your time. Once again you have to ask yourself some questions starting with what do you hope to accomplish. It is my opinion that networking is building relationships with people who may or may not need what you have to sell.

At the same time, since time is precious, you want to meet the people who can introduce you to your target. Visiting various events and groups to get a sense of them can be a very valuable exercise. Just pay attention while you are there.

Example: I have a client whose target market is CPAs and attorneys. I have another client whose target market is busy professionals and salespeople who like to thank their clients. Where they will network will be different. The first client should be around business owners as they are the people most likely to have CPAs and attorneys. The second client would do well with business owners but would also do well in a group of salespeople.

3. Pricing
This is an interesting place where time really matters. Sometimes new business owners decide to low-ball their pricing just to get the business. They are afraid if they price where they want, prospects won’t bite. There are a couple of issues with this thought process. When you do this you are telling your prospects how YOU value your product or service. Once you go low, it’s hard to raise your prices. You get locked into a belief system that can stick with you for a long time.

The other issue with this is the kind of clients you’ll attract. You’re going to get the clients who don’t want to pay for things; the kind who won’t value what you offer. There is the risk that they will demand a lot of your time and energy without reasonable compensation. Is that really who you want to work with?

Other times, business owners set a high price right out of the gate. They say, “I’m talented and worth this much.” The problem with this can be that they are so new they haven’t proven themselves yet. They know their history and capabilities. However, they haven’t given the marketplace time to trust them. When they start high they can be sending the wrong message. Once again, their target market won’t buy. Now what do they do?

The best thing you can do is set what you think is a fair price. Be realistic; be fair. Consider where you are in your business life and set a path for proving yourself. Don’t go too low or too high. Take the time to really consider what you should be charging. Take a look at what your competitors are asking for similar products or services. Consider what the market will bear.

I’ve watched brand new businesses charge really high fees for basic services. A year later those business owners are looking for jobs. Why? Because they hadn’t taken the time to prove themselves and earn those rates. Don’t be one of those people.

As you can see, taking the time to think about your decisions before you make them can save you a lot of money and heartache. You owe it to yourself and your business to ask the right questions and think unemotionally about your business. Then you’ll make decisions that will have staying power; and your business will grow nicely.

Growth Photo via Shutterstock

From Small Business Trends

Take The Time To Grow Your Business

Acording to Mina Watkin’s blog post,  “New Year’s Resolutions: How Will YOU Finish the New Year?” John C. Norcross conducted a study which showed that only 46 percent of people are successful with their New Year’s resolutions after six months. That’s less than half!

I’m confident the people who were unsuccessful were well-intentioned and really believed they could accomplish their goals. They just didn’t take the time to set up action steps for achieving those goals. This happens all the time. We set a goal and then go off and do stuff. We don’t take the time to plan the steps for achieving the goal. No wonder only 46 percent of us make it past six months with our New Year’s resolutions!

Look at it this way – you set a goal. That goal is big. It’s so big that you can’t get your arms around it. It’s like standing right next to an elephant and looking at it. All you see is gray. However, when you step back and look at the elephant, you can see that it has separate parts. Now you can pick a part and determine how to eat it.

Yes, this is how you eat an elephant! So how do we take this information and create a system for keeping our resolutions that works? We go through a process I call roadmapping. Roadmapping helps you put the action steps between your promise and your desired result.

Here’s how it works. Close your eyes and picture your business 12 months from now. What does it look like? What kind of revenue are you realizing? What functions are you performing? Do you have staff? What do your clients look like? How many do you have?

Continue to answer all the questions you can think of about your business. Once you have a clear picture write down up to three top promises on a piece of paper. You could have fewer than three, but please don’t pick more. You’ll see why in a minute.

Now work backwards from there. What steps need to be taken in order to get to each of the three results? This helps you identify the next thing you can do to move the ball down the field.

Example: In December 2010 I set a goal of acquiring 10 paid speaking engagements in 2011. That was the promise. Getting the engagements meant that I needed to be talking to the event planners. In order to talk with event planners I needed to know what events were planned for 2011. Then I needed to determine how I would reach out to their planners. And I needed a speaker’s one-sheet. By working backwards I came to the understanding of my first steps–and these steps had due dates on them. The first was research. The second was one-sheet creation. The third was outreach. Once I had gotten that far, it was time to create the next set of action steps.

Do you know what happened? I had five paid speaking gigs scheduled within the first quarter of 2011. Half of my goal had been achieved! It is because of the action steps that I was able to achieve my goals. I continued to gain paid speaking gig and hit my promise of 10.

You can do this too. All it takes is setting up the first action steps and starting the process. You’ll be able to see your accomplishments, adapt if necessary, and see how you are moving toward the promises you’ve made to your business.

From Small Business Trends

How to Hit for Par or Better in 2012

You can’t sell here and there. You can’t pick up the phone when you have a minute. Sales requires a strategy, a process, a way to proceed that you can measure and monitor. Sales is something you have to commit to on an ongoing basis. You can’t just try it for 30 days! It takes persistence, energy and focus.

Think of the sales process in terms of bike riding. When you ride a bike you have to gain momentum. When you first start to pedal, it takes extra energy to get the bike to move. Once you’ve been riding you develop a flow; you can even glide at times. As you ride you build up steam. And when you hit a hill it is easier to climb it because you already have that momentum going.

That’s what an effective sales process is like. Starting out takes extra energy. You have to put the plan in place and start the ride. Once you get that energy going, it becomes easier to maintain. You still have to pay attention to what you are doing, but sticking with it and realizing results becomes easier the more you pedal. However, if you start and stop, and start and stop, you’ll be exhausted … and have nothing to show for it.

There are 5 steps to a successful sales strategy:

1. Define your target market. Knowing this is critical to your sales success. You aren’t going to do business with everyone. And even if you were, you have to start somewhere. You have to have a place where you can focus in order to build up that momentum we talked about.

Once you have the market defined, create a list. This list should be large enough to give you the opportunity to really delve in and repeat the process a couple of times. If your target market is too small your odds of success decrease. You may have to merge two similar target markets in order to have the numbers working in your favor.

2. Determine your outreach. Will you cold call or network or both? I have a system that works really well for my clients. It goes like this:

Once you’ve defined your target and created the list, reach out to your networks to see if you are connected in any way to the person or organization you seek. This includes direct outreach – emailing or calling them – and exploring your LinkedIn contacts. Remember, you are looking for an introduction. That’s it! You want the opportunity to meet with the prospect. When your friend or associate introduces you to the prospect, follow up and set up the meeting.

Next, take the ones on the list you don’t have a connection to and cold call them. This could mean sending them an introductory letter or postcard, or picking up the phone and calling them. If you send an introductory letter or postcard, you must tell them that you will call to follow up – and then follow up! You can’t leave the action in their hands. The process is yours to conduct, not theirs.

3. Know your questions. Before you go on a sales appointment, create a list of questions to ask the prospect. This is the time for you to really get to know them, their needs, their business practices. It is not the time for you to talk endlessly about your product or service. If they look like a qualified prospect, provide them with a quote. If they don’t, walk away.

4. Deliver and build. Deliver on what you said you were going to do for the prospect. Then make sure you build the relationship. Don’t expect them to stay with you or use you for other needs if you aren’t taking the time to build the relationship with them. The sales process doesn’t end with the sale.

5. Monitor. This is one of the most critical aspects of a successful sales strategy. As you move forward with your plan you must keep track of how well it is working. On the first day of each month, take a look back at the previous month. Ask yourself these questions:

• How did it go?
• What worked?
• What didn’t work?
• Did I hit my numbers?

Knowing what works and what doesn’t gives you the opportunity to tweak your process. Adjust or get rid of what doesn’t work, and keep what does. If you hit your numbers, celebrate! Then prepare for the coming month. What’s the goal? What’s the plan?

If you didn’t hit your numbers, determine what might need to be changed and change it. Then add the missed amount to the coming month’s goal. You don’t want to give up on the overall goal by just letting the past month drop. You want to take the sales dollars you didn’t get and add them to your goal for the coming month. Now plan for how you are going to achieve that – and get going.

Repeat.

This is a process that will work over and over and over again. You’ll find that the momentum builds with each step, so it becomes easier to do. Moreover, you’ll realize results from this sort of structure. Implementing a sales strategy keeps you focused and succeeding. And it makes the whole sales process easier to do. So do yourself a favor and give it a whirl! I’m sure you’ll notice the difference.

Image from 3DProfi/Shutterstock

From Small Business Trends

5 Keys to Successful Sales Strategies

When he called recently it was to ask me to facilitate a strategic planning meeting for an organization he’s involved with. They didn’t have funds to pay for this. I instantly agreed. This was my chance to pay him back. The added benefit is that I’ve acquired two clients so far from the engagement as well as future opportunities to work with the organization.

Recently my father-in-law passed away. I was given the task of creating the memorial handout for the service. Once we created it, I called Ed at American Speedy Printing. Once again, I met Ed years ago. And while he’s never given me a referral, I’ve used him for some of my printing and I trust him. I knew he’d take care of me and I wouldn’t have to think about it. I’ve met plenty of other printers over the years, but none who I trust as much as Ed.

I consistently have people check my LinkedIn connections and ask for introductions. When the request comes from someone I know well and trust, I’m happy to help. I don’t just make the LinkedIn connection, I email the person asking them to take my contact’s call, explaining why I think they should. Out of my 1,200+ connections on LinkedIn, I know which make sense and share that information with the person requesting the introduction.

Why am I sharing these stories with you? To show you the impact effective networking can have on your business and your life over time.

Building relationships without any expectation of what you are going to get is the best way to maximize your networking efforts. You should approach networking beyond the immediate need.

When you network you are going to meet a lot of people. You aren’t going to develop relationships with all of them. You’ll find that the people who resonate with you will be the ones you will naturally stay with. Go with it. Trying to create connections with people who you don’t feel a connection to is like continuing to date someone you have no interest in. Why do it?

The most successful networkers I know have three things in common:

1. They’re relaxed: They aren’t consumed with what they can get from the event or the people there. They are just themselves. They know the business will come, so they don’t worry about it.

2. They’re giving: Their attention is always on the other person, discovering who they are and what they need. Great networkers are always open to how they can help someone else.

3. They’re engaged: They don’t’ sit alone or wait for someone to approach them. They don’t gravitate to people they already know. They are out there, attending events, joining organizations and getting involved. Great networkers understand that there’s no magic formula. Great networkers know they get what they give.

So, where do you fall in regard to these points? Can you recall ways your networking efforts have paid off years later? How engaged are you? No matter where you fall, you can and should make sure you are attending events, joining groups, and engaging with others. Build those relationships for your future success, and you’ll enjoy the long-term impact of networking.

Image from Dmitriy Shironosov/Shutterstock

From Small Business Trends

The Long-Term Impact of Networking

That was then. We now live in an expertise economy. This is a time when what you know matters just as much as the quality of your product or service. The advent of the Internet turned it into a buyer’s market. Consumers have the opportunity to learn as much as they can, or want, before they reach out to a vendor.

At the same time, they are more likely to hear your message if you have been sharing information freely. In this new economy, the companies that position themselves as the experts in their field are the ones the consumers trust the most. And we know that trust has a lot to do with buying decisions.

The other interesting thing about this new economy is how it has leveled the playing field for small business. Back when having a good product and a large marketing budget were the key indicators of a successful company, small business had a hard time competing. It was challenging to position a small company as a significant player unless the leadership was willing to, and could, invest a great deal of money in their marketing efforts. Many small businesses found this an impossible task and were limited in their growth.

Boy, how times have changed! So, what can you do to harness the power of expertise in your marketing efforts?

1. Share freely.
These days, sharing information is one of the best marketing tactics you can use. Helping people understand something in your industry shows them that you know what you’re talking about. It also helps them get to know you, how you think and what you believe. Consumers have the opportunity to get to know you and decide whether they like you and trust you.

And you don’t have to only share your information. When you read something or watch a video that is germane to your industry, share it! Passing on valuable information is the key. Be a giver.

Write articles, blog, create videos. Whatever methods work for you, employ them. Your goal is to gain exposure and position your company as the expert in your field.

2. Don’t worry.
Whenever I suggest this to attendees at one of my workshops, someone always asks about the danger of giving away information. Well, I’m here to tell you that there really is no danger. You can’t possibly give away so much information that everyone will determine they don’t need you.

There will always be those people who won’t hire you–those people who really can learn enough from you to do it themselves. Here’s the interesting thing about that– they weren’t ever going to hire you anyway! They don’t need you. You want to be relevant and exposed to the people who do need you.

In addition, there is no risk in sharing other people’s information. It actually shows your audience that you are secure in your knowledge and ability, and in the quality of your product or service. Consumers love confidence. They abhor arrogance, however, so be careful!

If you insist on worrying, worry that your competition has more exposure than you do! That’s really the only risk you are taking when you don’t share information on a regular basis.

3. Build a community.
Find experts in other fields that are complementary to yours. Invite those experts to share their information with your audience. Build a foundation of experts so your audience sees you as a go-to company whenever they need information – even outside of your area of expertise.

Szarka Financial in North Olmsted, Ohio, is a great example of this practice. Not only have they developed programs that they offer around their industry, but they have gathered a stable of experts in various areas that touch theirs. They have established their firm as a go-to source for people who are looking for information in and around the area of personal and business finances. They understand that they aren’t going to do business with everyone.

However, sharing information with everyone helps consumers decide if Szarka is right for them and provides Szarka with a great referral pool. Actually, two referral pools: (1) the partner organizations they promote, and (2) the people who take advantage of the information Szarka and their partners share.

You can see how sharing information keeps you in the race, provides you with great exposure, and elevates your company in the minds of your audience. Show the world what you know and they’ll figure out why you are the best solution to their problem. You’ll create trust and added value – two things that are critical in today’s expertise economy.

From Small Business Trends

3 Steps to Succeeding in the Expertise Economy

You don’t get people to perform at their best when you spend your time beating them down. Fear is not a motivator. This behavior isn’t something that is learned in leadership training courses. It comes from one of a couple of places – insecurity, fear or mistrust. I submit that you can’t be successful if you operate from any of these platforms.

As a manager or business owner, ask yourself a couple of key questions:

1. What do you expect from your employees? Individually and collectively?
2. What resources do they need from you in order to meet or exceed those expectations?
3. What are the consequences – good and bad – of meeting, exceeding or missing the expectations?
4. How well have you communicated #1-3 to your employees?
5. How well have you maintained #3 – followed through with consequences?

When you move away from insecurity, fear or mistrust and just answer those questions, you take the emotion out of the business, and therefore out of your behavior. Clear and consistent communication is key to business success. I should add that unemotional communication is critical. When you want people to accomplish something, you have to give them the tools and resources they need. One of those is encouragement. Another is support. And the most important is believing in them.

If you are insecure or fearful, keep it to yourself. It’s not your employees’ problem, and taking it out on them is only going to make things worse. You’re setting yourself up for failure. And you run the real risk that the good employees will leave. They know they don’t have to be treated that way. You’ll be left with no one, or the less- than-stellar performers. Not much of a strategy for success, is it?

If you don’t trust your employees to do their jobs, why did you hire them? I mean it! Hiring right is the first step. When you know the answer to #1 above you can set out to find people who can meet those expectations. You can’t hire just anyone. You have to hire the right people.

The next step is reminding yourself of your goals and vision – and that communication is critically important to achieving them. A couple of Stephen Covey’s “7 Habits of Highly Effective People” apply to this very topic. The first is to “Be Proactive.” This is where you choose not to be angry. You choose how you are going to communicate, based on what outcome you wish to achieve. The next is “Begin With the End in Mind.” Keep your goals and vision top of mind. Before you say or do anything, ask yourself if what you are about to say or do will help you achieve your goal. If not, don’t do it!

Lastly, “Think Win-Win.” This speaks to understanding that when your employees are successful, you are successful. You want to be sure your people have the tools and resources they need to be successful. When you are communicating in a positive, empowering way, you are helping your employees succeed. If you can’t find a way to treat people with respect and encouragement, hire a manager to handle the staff. That’s being proactive and solving a problem. Don’t let your behavior destroy your company.

When we look at leadership this way we can see that anger has no place; it plays no role in leading your employees toward success – theirs or yours. You know those companies I mentioned at the beginning of this article? The good employees left to find a better experience someplace else. The companies were left scrambling to survive. All because the “leadership” was angry.

From Small Business Trends

Anger Is Not a Leadership Skill

Let’s face it. There are multitudes of opportunities to participate online – and I’m not just talking about social networks. There are article submission websites, industry-specific communities, blogs, video, e-newsletters and more. When you choose to interact in a variety of ways, how do you maintain a consistent level of participation? Like any business system, you have to create a structure and live within it.

In my own case, I found that I was not as consistent as I should be. It happens to many of us. We get busy and end up doing the minimum – Facebook, LinkedIn, Twitter. However, that is insufficient. While it can be challenging, it is crucial to have consistent participation so that you continue to establish your brand.

There are some basic steps to establishing the system you are going to use.

1. Decide what you want to accomplish.
This is true with all business systems. Before you launch a program, determine what result you want. This helps you figure out where and how to play. You don’t want to spend time with activities that aren’t going to help you gain exposure, credibility and brand awareness. I say this because it can be easy to get involved with a site simply because someone you know tells you about it or invites you to join them there.

Think before you dive in. Is it someplace that makes sense for your  business? Here’s a gauge you can use: Ask yourself, “Will I help grow my business if I spend five hours per week actively participating on this site?”

Now, I’m not suggesting that you are going to spend five hours per week on any single website or platform. The question has the strength to provide you with a clear answer. And it is that answer that will help you determine if it’s a place you should be–a website you should invest energy and time into. When you have a clear vision of what you hope to accomplish, you will have a clear view of where you should be.

2. Determine how you will play there.
Now that you know what you hope to accomplish and where you should be spending time, it is critical that you identify how you will participate. There are two aspects to this step.

a. What should you be doing and saying?
Many sites have multiple opportunities. LinkedIn is a prime example. You can update your status, participate in group discussions, answer questions and connect with people. You need to decide, “Which areas will I work on, and when will I commit to do that?”

Remember, structure makes it work. Some people should be using all aspects of the LinkedIn site, while others might not need to answer questions. Knowing your business and what you want to accomplish gives you the clarity to know what you should be doing and how.

b. How often?
Once you know what you want to do and where, decide how often you should be there. Should you blog every day, twice a week, Monday, Wednesday, Friday? Should you schedule tweets throughout the day, or in the morning and evening? When do you send organic tweets? How often should you answer questions on LinkedIn? When should you submit articles to your article submission websites? How will you make sure you are posting your events in all the places they should be, including local media sites? When will you write and send your e-newsletter?

This is the step that prevents you from letting things fall through the cracks. And be honest – haven’t you let things drop because your schedule is busy? I know I have.

3. Get it on a calendar.
Now, take a blank calendar and plot each activity on the days of the week when you plan to participate in the specific places you should be. I find that if you leave it to memory or chance, it won’t happen consistently. And if you put it on your regular weekly calendar, it is too easy to pass over for something else.

However, when you plot the plan on its own calendar, you have something separate and specific that you can quickly refer to. For example, I found that I was not getting my press release for my Internet radio show out in a timely fashion. I know I have to do it. However, as the days would pass and things would come up, I’d push it to the side (if I remembered it at all). And putting it on a to-do list didn’t help either. When I put it on my social media calendar, all I had to do was look at today, see what needed to be done, do it and move on. Liberating!

I added Toodledo to the process so in addition to the calendar, I get an email reminder. This is also connected to my iGoogle page so I see it a lot. That really is the key with a calendar. You have to look at it! I set up Toodledo to ensure that I see the social media tasks I need to accomplish each day.

With everything we have going on in our businesses on a daily basis, staying on course can be a challenge. Challenges are opportunities for solutions and systems. Developing a separate social media calendar can be a simple, yet effective solution to the challenge of consistently participating on the various social media platforms that are of value for your business growth.

From Small Business Trends

The Secret to Making Social Media Work: Get It on a Calendar

In a recession, savings and value are more important to consumers than in flush times. The abundance of social media and information on the Internet gives these same consumers the opportunity to be more educated and discriminating about their purchases. High unemployment is pushing more and more people into business ownership, increasing the amount of competition in your industry.

As you work to succeed in this highly competitive environment, it is critical that you remain relevant. As consumers seek to gain information and knowledge before they buy, you must be seen as valuable and current. They have to be able to find you above the noise. They will find your competition – will they find you, too?

So, how can you stay relevant?

Get Out

The first important aspect of relevance is to be sure you are out there. This takes several forms. The first is within your own business community. Being seen at events – networking, chamber, seminars and the like – helps others get to know you and identify you as someone who is relevant in your space.

Being seen online is also critical to gaining exposure and positioning yourself as an expert. Bear in mind that you can’t just be there; you have to participate effectively.

Communicate

How you communicate with others is important as well–not only at events, but through social media channels, too. When you are at an event and are communicating about your company, clarity and brevity rule. You have to be able to share your value in as few words as possible. This shows that you truly know what you do for your clients, and exhibits a level of confidence others are looking for.

Being knowledgeable about your industry is important. However, talking endlessly about it is a killer. Going on and on about your business does not show people you are an expert. It shows them you are only interested in yourself. Build relationships with people and they will get to know you as an expert in your field. More importantly, they will want to do business with you or refer you to others because they like you.

The Internet gives you a multitude of channels to communicate and share your expertise. You can write articles, answer questions, comment on other people’s blogs, write your own blog and participate in communities. Sharing information without selling is a great way to remain relevant. Remember, people are looking for you online. When you participate online, they will find you and have the opportunity to get to know you in their own space.

Help Others

Everyone loves a connector, helper, resource. As you build business relationships so that you have a lot of resources at your fingertips, you will be able to connect people. It isn’t enough to just know a lot of people. You should thoughtfully and intentionally work to help those people grow their businesses and solve their problems.

When you do this, people will want to connect with you. They will see you as someone who is well-connected (never a bad thing) and as a giver. Does this make you more relevant? It certainly does. Consider the difference between the person who is always out for themselves and the person who seems to always be connecting others. Don’t you like the connector better? Doesn’t he/she seem more professional? Connectors get more attention from others.

Facebook guru Mari Smith tells us to build a community around our business. When you share information through social media and build relationships in your business community, people will naturally want to be in your space. They will want to hear what you have to say. They will want to stay connected. This is how you become and remain relevant. Relevancy will lead to improved business relationships, and increased referrals and sales.

From Small Business Trends

How to Remain Relevant

What do I mean by this? Many small business owners and salespeople have their own needs in the forefront of their minds. This focus makes them frame their message from a position of fear. When the owner or salesperson is worried about meeting their financial obligations or is in fear of being fired, they lead with that emotion.

This is really dangerous for a couple of reasons.

First of all, it isn’t the client’s problem whether you can meet payroll or pay your mortgage. They aren’t your partner. To share your situation with them will only make them nervous that you won’t be able to perform. You aren’t going to persuade them to do business with you. Quite the opposite; they will run from you. They can’t afford to get into a relationship with a business they fear will vanish soon.

Secondly, prospects buy from people they have confidence in. When you are fearful or desperate, they can smell it – even if you don’t share your problems with them. When they don’t feel confident with what you are telling them, you won’t get the business.

In the same vein, referral partners will not feel comfortable referring you. You will lose your relationships that could be serving your business.  Deb Ng shares a great article on Bizsugar about the impact of desperation on social networks, “6 Ways People Show Desperation on the Social Networks.”

Are you starting to see what happens when you are fearful or desperate? You get the opposite result than the one you need so desperately. You realize what you fear most – failure. No matter where you network, prospect or market, showing fear and desperation is a biz killer.

So, what to do? First of all, move your focus from yourself to your prospect. Concentrate your message on what they need, the value you bring, and how you can help them solve their problem. When we operate from a position of giving, the money comes. You can solve your own problem by helping others solve theirs. When you focus on others you will relax and feel confident. After all, you are confident of the value you bring to your clients, aren’t you? Exactly! And when you act with confidence, others feel it and want to do business with you.

Use your fear to propel you to action–action that is in the best interest of your prospect or client. This action will help you let go of your fear. Remember that when you are fearful you are living in the future. When you take action you are living in the present. The more action you take, the more in the present you are, the more successful you will be.

From Small Business Trends

They Can Smell Fear

You’ve probably heard the following tips: practice, practice, practice; come prepared; show up early and get a sense of the room. We can add to the list: don’t fidget, move with purpose or not at all, pause for effect, don’t ‘um’ and ‘ah.’ These are all good points. Debbie Fay of bespeak presentations shares some great ideas in her article Be a Presentation Powerhouse.

There is another aspect to public speaking that I’d like to address here. Many speakers get so caught up in their heads that they don’t stop to think about the impact their words or actions are having on the audience. While public speaking is good for the speaker, it only works well when the speaker frames the speech around what’s best for the audience. Instead of thinking about what you hope to gain from your presentation, remember that you get what’s best for you by concentrating on what your audience members need and want.

Here are some things to keep in mind when speaking in front of a group:

1. Be careful how you try to connect with your audience. I was at a workshop a couple of weeks ago where the speaker shared how he used to be in the same industry as the audience. Okay, that’s connection. However, then he expressed the negatives about the industry when he explained why he left it. Now, those items were negatives for him but not necessarily for his audience. If he had added a statement like, “I admire all of you for overcoming those things that led me to leave the industry,” he would have begun developing a relationship with his audience. Instead, we were left with the feeling that he had just denigrated our chosen field.
2. Stick to the subject. It is easy to go off on a tangent. Create an outline of what you want to convey to your audience. And remember, it’s about what they want to know – not about what you want to tell them. Using an outline will help you stay on course and frame your presentation in sequence. If someone asks a question that is off topic, tell them you’d be happy to talk with them after the presentation.
3. Take time to speak with some of the attendees before your presentation so you have an idea of who is in the room. You can also ask people to introduce themselves quickly at the beginning of your talk. Knowing who is in the audience will help you communicate your points more directly, keeping their attention.
4. Don’t sell! I can’t say this strongly enough. Your presentation is not an opportunity to sell your service or your product. Don’t brush over a topic and tell the attendees that they can learn more by buying your book or by taking your course. Give them substance and takeaways. That’s how you sell yourself. No one likes a presenter who offers a morsel of information without depth. They came to learn something. The description of your talk said they were going to walk out with X. Now deliver!

So, the next time you have the opportunity to speak to a room full of people, don’t fidget; don’t wander aimlessly; practice, practice, practice–and keep the four points outlined above in mind. You will find that your presentations will stand out for their depth and value. More people will want to connected with you. Your business will grow from exposure as your talks showcase your expertise.

Now what could be better than that?

From Small Business Trends

How to Connect With Your Audience