Cathy Stucker - The Idea Lady

Attract Customers and Make Yourself Famous

Dealing With Business Setbacks

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I got an email recently asking for some advice. The question is one that I think all of us face from time to time, especially with a new business or during lean times, so I thought it would be a good idea to share the question and my response with you. Details have been changed for privacy reasons, but the problem is universal.

I am feeling so discouraged right now. I spent a lot of time over the past month trying to sign a new client. There was a proposal followed by questions, meetings, emails, conference calls and more questions. Just when I thought I had the job, I found out it went to someone else.

I was counting on this work and really put everything I had into it. I really need the money I would have made. What do I do now? I don’t have any other prospects. I feel frustrated and sad and I just want to quit.

Wow. Been there, done that. We have all had times when things didn’t go our way. Sometimes big things, like this. Rejection at any time can feel like you were punched in the stomach, and it is especially hard to take when you really need the work (and the money–mostly the money!).
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Dealing with Difficult People

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In business, not all your customers will be pleasant. In fact, some of your customers may be downright mean, insensitive, or harsh. While this may seem like a headache or a problem, if you are prepared for these types of customers, you might actually make more money or take your business to the next level. It’s all about how you play the hand dealt you.

No one has the right to be abusive to you or your staff. I have dealt with a few of those types, and the sooner they are gone, the better. There is no reason to put up with customers who are abusive or threatening. However, most difficult people are not sociopaths, they are just…difficult. They may be more demanding than the typical customer, or require more hand holding. Some will want everything done yesterday or make round after round of changes. Most difficult people want to be treated as though they are special—the most important person in the universe, or at least in your universe.
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Why I Don’t Sign NDAs – And Why You Shouldn’t Either

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This is a guest post from Dan Janal. I agree with Dan on this: Non-disclosure agreements are not a good way to begin a relationship. If you do not believe you can trust the people you are working with, you shouldn’t work with them. Period. What do you think? Do you require or sign NDAs? Leave your thoughts in the comments.

A new client asked me to send him my NDA – Non Disclosure Agreement – and he’d send me his.

I don’t have an NDA. I don’t believe in them.

Here’s my promise: I won’t divulge confidential info.

Plain and simple.

I’ve been in high tech for many years and have seen a zillion NDAs, all of which:

– Promise to sue me if anything is revealed. And I mean anything– from the fact we are working together to their address or phone number.

– Word their NDA so broadly that anything could be actionable. And I mean anything-from the sun rises in the east and sets in the west.

– Are impossible to enforce. I mean really, how can they prove that you and not someone else leaked the info? Apple has been fighting this war for years and it looks like a game of whack-a-mole.

– Are costly to defend. Ever talked to a lawyer (follow this link to learn the procedure)?

– Usually involve material that is widely known to everyone except the person insisting on the NDA. Some companies can’t believe that they are the only ones who could be so brilliant as to think of this idea. I was an expert witness once for a case that involved one company claiming to have invented the term “electronic mall.” I proved that the term had been in use 20 years before their company started up!

– Imply a lack of trust which gets the relationship off on the wrong foot. Enough said.

So why bother?

I wrote this to the client and added:

We trust each other or we don’t. I think we trust each other.

Handshakes are a good thing.

The result?

My client agreed and we shook hands electronically.

Dan Janal, author of Reporters Are Looking for YOU! helps small businesses get publicity so they can sell more products. My clients get terrific results from my coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to www.prleadsplus.com or call me at 952-380-1554.

Just Say No to Free

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A while back I got an email from someone who wanted to meet with me so he could ask some questions. Think about what he was asking: He wanted me to get in my car and drive somewhere to meet up with him, so I could give him answers–for free, of course–that he could have gotten by buying my book. But the book would cost him a few bucks, so that was not a good solution.

I thought I would be nice, so I asked him to email a couple of questions that I would answer for him. He insisted that we had to meet and discuss this in person. Well, I don’t even do paid consultations in person any more, so I told him we could set up a telephone consultation and told him my rates. His response? “Well, if you are going to charge me, forget it!”

That is the kind of “customer” that I am more than happy to see go. In fact, I would gladly have given him the names of a few of my competitors so he could waste their time instead of mine. (Nah, that would be bad karma. ;o) )

There is nothing wrong with giving away some things for free, whether you are establishing a new business or you have been around for ages. I give away a lot of free content, sometimes do free teleseminars and webinars, and answer the occasional question. However, it is important to know where to draw the line, and how to say no to people who want more than you are willing to give. For me, there is a firm line when it comes to giving away my time for little or no return.

Not sure when you should work for free? Take a look at this hilarious flowchart from illustrator Jessica Hische. (Note: The chart includes language some may find offensive.)

And here are some tips to help you figure out when and how to say no to free.

Set limits. There are always people who will call or offer to take you to lunch to “pick your brain.” That is called free consulting, and it is a mistake to do it. If someone calls with questions, and you want to help them, set a limit right up front by saying something such as, “I have 10 minutes right now. If you need more time than that, we can schedule a consultation at my regular rates.”

Leverage the free stuff. Spending a lot of one-on-one time giving free advice is probably not the best use of your time. When you are going to do something for free, look for the activities that will give you the best results and best reach for the time you invest. Instead of having lunch with one of those people who want to pick you brain, hold a teleseminar and invite everyone on your list. Record the teleseminar and give the recording to everyone who signs up for your email list, or sell it as a download or on CD. Spend that hour reaching thousands of people instead of just one.

Limit access. Have someone else deal with your phone calls and emails so you don’t get in the position of responding to routine questions that can become time consuming. That also gives you a buffer so that your assistant is the one saying no to unreasonable requests, not you. Set up a “help desk” (Many webhosting companies, including http://MyFavoriteWebHost.com/, offer free help desk scripts.) and get a virtual assistant to handle inquiries.

Establish a pro bono budget. Just as you set a budget for how many dollars you can donate to worthy causes, set a budget regarding the time you can spend on free work. It is fine to do some unpaid work to help worthy groups or individuals, but you will find yourself overwhelmed with “opportunities” to work for free unless you have a firm policy about how much free work you will do and how you decide for whom you will work pro bono.

Don’t be afraid to ask yourself, “What’s in it for me?” When you are asked to do something without pay, there is nothing wrong with choosing the unpaid work that benefits you in some way over that which does not. If you only have time for one unpaid speaking engagement this month, choosing the one that allows you to speak to a room full of potential customers while turning down another that is unlikely to result in any business for you is the only sensible thing to do.

Only you can decide how much you are willing to do for free. However, don’t get caught in the trap of giving away more than you want to because of the unreasonable expectations of others or because you are unwilling or unable to say no.

Establish a firm policy about what you will do without pay, and stick to it.

Testimonials – Get Them and Use Them

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Testimonials tell potential customers that you are a good person with whom to do business trustworthy. They let potential buyers know that your product or service fulfills its promise. Testimonials build your reputation and credibility. And they tell them what they needto hear – that you really can solve their problems.

Testimonials are an effective buying trigger because they offer information about your product or service that you just can’t offer yourself. It’s like a personal recommendation, and it’s worth the effort to get quality testimonials and to use them.

How Do You Get More Testimonials?

The best way to get more testimonials is also easy: You ask for them. Are you afraid to ask for testimonials? Many people are. They think that it is pushy or self-serving to ask someone to give a testimonial. Or perhaps they are afraid that the customer will say no. In fact, most customers are happy to give testimonials; they just don’t think to do it. So in order to get more testimonials you will have to ask. Start by asking your happy customers. When someone has just had a good experience with you, they will happily agree to give a testimonial.

Also consider also asking experts in your industry to provide a testimonial. Send them a sample product or offer a service in return for their honest opinion. Expert testimonials and endorsements are very effective because they come from someone people like and respect.

Be Prepared

You work is not finished when someone agrees to give a testimonial. Many people don’t know what to say in a testimonial. They do not know how long it should be or what they should mention and may feel uncomfortable writing in the first place. Consider being prepared with a pre-written testimonial they can use as-is or as a model for their testimonial. If they agree that they stand behind the information, they just need to provide a signature and a link.

An alternative is to write down the nice things they said about you, then polish them a bit to tighten up the wording and make them read well. Provide a copy to them for review and get them to sign off on the testimonial, verifying that it represents their opinion.

Ask the customer how they wish to be identified. The best testimonials include the full name of the customer, and some identifying information such as their company name and title (for business customers) or their city and state for consumers. When the identity of the person giving the testimonial is specific, the testimonial is more credible. This is especially true if the testimonial comes from someone with a major company or someone with a prestigious title.

Keep a copy of the customer testimonial for your files, even if it is only a couple of emails back and forth. Although I have never been questioned about the validity of a customer testimonial, I believe that it is important to have documentation.

How to Use Your Testimonials

There are some key places to position your testimonials. Obviously, you will want testimonials on your sales page. The testimonials will serve to support a prospect’s buying decision. Testimonials can also be used effectively on your home page or even your “About” page. Customer quotes can be effective when used in press releases, so you may want to use a full or partial testimonial in your next press release. You can also use them in your newsletter and and emails. You might even havea page on your website strictly for testimonials. Place the strongest and most compelling testimonials prominently where they’re sure to be read.

Don’t be shy! Get in the habit of asking for testimonials, then use them in your marketing to attract more customers.