100 ways to kill your business.pdf

8/10/2019 100 Ways to Kill Your Business.pdf

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100 Ways To

Kill Your Business

Sandra Wise


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come out unless you have a job< and I -al(ed ou! -i! +y )irs! par! !i+e e+ploy+en! posi!ion,

Ta! alone !aug! +e de!er+ina!ion and &on)iden&e in %usiness e!i&s. no! !o +en!ion

oer&o+ing )ear,

Haing -or(ed ery ard )or eery!ing I8e o-ned. I gre- a respe&! )or !e possessions

in li)e no +a!!er o- grea! or s+all, Tere -ere +any -ords o) -isdo+ +y dad guided +e -i!-en i! &a+e !o %usiness. %u! !e adi&e e gae +e o) ;Dont have a boss, you be the bosspar!y8 -as in re)eren&e !o,

To +y surprise I -as edu&a!ed a%ou! -a! a Par!y Planner or Independen! Business

Consul!an! -as all a%ou!, So a)!er !rying +y and a! %eing a arie!y o) pro)essions 6in&luding

Ban( Teller and 4e!ail 9anager7 I de&ided I -ould !a(e a leap and e2perien&e !e li)e as an

Independen! Consul!an! +ysel),

Li!!le did I (no- !a! si2 years la!er I -ould )ind +ysel) guiding o!er &onsul!an!s -i! !e

e2perien&e I ad learned preiously in &ollege and as a s+all %usiness o-ner, Today +y

ou!rea& as e2panded in!o leading no! only Consul!an!s )or a! o+e par!ies. %u! s+all

%usiness o-ners ou!side o) !e o+e as -ell,

Troug -ri!ing ar!i&les and %logs on !e in!erne! as -ell as !raining %usiness o-ners

!roug e2er&ises in !eir %usiness se!!ing )a&e !o )a&e. I de&ided !o e2pand +y audien&e )ur!er

and edu&a!e in!erna!ionally !roug &rea!ing !e guide ;100 Ways To Kill Your Business


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Dedication

Tis %oo( -as -ri!!en in dedi&a!ion !o eery en!repreneur -o !oo( !e )irs! s!ep !o rea& long!er+ )inan&ial su&&ess, 9ay you rea& your goals and su&&eed al-ays in your drea+s,

Every expert is nothing more than a beginner who continues to strive for success. -S.Wise

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Contents

Chapter 1 Your Priorities

Par! 1 Ta(e Carge ?) Your Business

Par! # Be 3 5riend. 'o! 3 Boss

Par! $ Un%alan&ed Li)e Coi&es

Par! @ 'o 3&!ion ?n Your ?p!ions

Par! A De)aul! ?) Pride In Produ&!s 3nd Seri&es

Par! Ignore Your Ealua!ions

Par! 3 Dor+an! Pro)essional I+age

Par! 3oid 4eearsing

Par! Don8! Dis&ipline Yoursel)

Par! 10 Don8! Wri!e Do-n Foals

Par! 11 3oid 4esear&

Par! 1# Bla&( and Wi!e Lies

Con&lusion


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Chapter 2 Dedication

Par! 1$ La&( o) Kno-ledge

Par! 1@ Your >0 Se&ond8 Co++er&ial

Par! 1A Loss ?) 9o!ia!ion

Par! 1 Te Hidden 9ar(e!

Par! 1 3 To2i& Business Par!ner

Par! 1 Dependa%le 3nd Pun&!ual

Par! 1 Wi!olding ?n Your Word

Par! #0 'o Tra&( 4e&ord ?) Progression

Par! #1 Ina&!ii!y ?) Curren! Een!s

Par! ## Ignoring 'e- 4esponsi%ili!ies

Con&lusion

Chapter 3 Organization

Par! #$ Leaping Wi!ou! 3 Plan

Par! #@ Te UnorganiGed S&edule

Par! #A ?%s&ured Con&ep! ?) Ti+ePar! # Ca!as!ropi& Eniron+en!

Par! # Blogging Is 5or Boredo+

Par! # 9isused 4esour&es

Par! # Te 'ega!ie Co+pany Pro)ile

Par! $0 4e+aining ?rganiGed

Con&lusion

Chapter 4 Customer Service

Par! $1 3ssu+ing Tey 3ren8! In!eres!ed

Par! $# Trea! Your Business Li(e 3 Farage Sale

Par! $$ Ignore Te Spe&ial Trea!+en!Par! $@ 'o! 4e&ogniGing Po!en!ial Cus!o+ers

Par! $A 3oiding ues!ions

Par! $ Te Cus!o+er Is 3l-ays 4ig!

Par! $ 'o Cus!o+er Lis!

Par! $ 9ar(e!ing To Te Wrong 3udien&e

Par! $ Ignoring Your Dierse Cus!o+er Base

Par! @0 E2pe&!ing Te Cus!o+er To Co+e To You

Par! @1 'o >Try Be)ore You Buy8 ?p!ion

Par! @# 'o! Paying 3!!en!ion To Cus!o+ers 'eeds

Par! @$ 'o! Doing Your 4esear& Can Hur! Your Business

Con&lusion

Chapter 5 Distraction

Par! @@ Eeryday Dis!ra&!ions

Par! @A Proa&!ie In Pro&ras!ina!ion

Par! @ Co+pli&a!ion ?er Si+pli)i&a!ion

Par! @ Your Li)e S!ory

Par! @ Dis&ourage+en! By La&( ?) ?ernig! Su&&ess

Con&lusion


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Chapter 6 Reutta!s "nd Reputation

Par! @ Personal Li)e Sur)a&es In So&ial 9edia

Par! A0 Handling 4e*e&!ion 'ega!iely

Par! A1 ?))ensie 9ar(e!ing S!ra!egies

Par! A# Ignoring Te Bad 4eie-s

Par! A$ 'o! 3&(no-ledging Te Food 4eie-s

Par! A@ 4e)le&!ie 3&!ions

Par! AA Using Wea( 4e%u!!als

Par! A Handling Hesi!an&y Inappropria!ely

Par! A E+o!ional 4ea&!ion To 5ailure

Par! A 'ega!ie 3ssis!an! 4epresen!a!ion

Con&lusion

Chapter # Resources

Par! A Wrong 9edia 5or Te Wrong Si!ua!ions

Par! 0 3&&ep!ing Cons!ru&!ie Cri!i&is+

Par! 1 9issing Te Li!!le TingsPar! # Food 'eig%or Bad 'eig%or Poli&y

Par! $ 'o 4e&ogni!ion ?) Your Suppor! Sys!e+

Par! @ Ignoring Your Pos! 3 Day

Par! A Ignoran&e ?) So&ial 9edia Bene)i!s

Par! Ina&!ii!y ?) So&ial 9edia Froups 3nd 5oru+s

Par! Pride ?er 9en!orsip

Par! 'o%ody Kno-s Wa! You Do

Par! 4ea&!ie In 'e!-or(ing

Par! 0 La&( ?) Sponsorsip

Con&lusion

Chapter $ C!osing %he Dea!

Par! 1 Te Dis&oun! Danger

Par! # 'o Ini!a!ion To 4e!urn

Par! $ 5orge!!ing Te >3s( Tree Ti+es8 4ule

Par! @ Unappealing Presen!a!ions

Par! A La&( ?) er%al Co++uni&a!ion

Par! S!a!e+en!s Cus!o+ers Can8! 4e)use

Par! La&( ?) Kno-ledge 3%ou! Te Co+pe!i!ion

Par! 3%sen&e ?) Po-er Words

Par! 5ollo- Up De)i&ien&y

Par! 0 4e&ogniGe Te Buyer

Par! 1 3 a&an! >Wai!ing Fa+e S!ra!egy8Con&lusion

Chapter & Your 'a( O) "ttraction

Par! # Liing ?u!side ?) Te Se&re!

Par! $ Depria!ion ?) 3 Posi!ie ?u!loo(

Par! @ Te >Tir!y Se&ond8 We%si!e 4ule

Par! A Your Presen!a!ion ?) Your Wor!


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Par! 5aul!y Co+pensa!ion

Par! Use ?) 'ega!ie Body Language

Par! Sor!age ?) Sel) Pride

Par! 9en!al Heal! 9a!!ers

Par! 0 Caing To Your 5ears

Par! 1 Hiding Your 3&&o+plis+en!s

Par! # Pla&ing %la+e 3nd 4ea&!ie Beaior

Con&lusion

Chapter 1* +nvestments , -conomics

Par! $ Ignoring Ines!ors

Par! @ To Hide ?r 'o! To Hide 5ro+ Un&le Sa+

Par! A De!ri+en!al Ines!+en! Spending

Par! Curren! E&ono+i&s 3nd Your Business

Par! E2pe&!ing Payo)) Wi!ou! Proper Ines!+en!s

Par! Insu))i&ien! Wisdo+ In Cul!ural E&ono+i&s

Par! Pessi+is!i& 5inan&ial 4esponsi%ili!y

Par! 100 4esis!an! E2plora!ion ?) Ines!+en!sCon&lusion

Chapter 11 -.ercises "nd /aits

Crea!ing Posi!ie Ha%i!s

Te Si2 9on! Ealua!ion

Sel) Dis&ipline Pra&!i&e E2er&ises

9edia Pra&!i&es

5our Ways To 9ain!ain Inspira!ion

"uthor0s ote

Re)erences"cno(!edgements

"out %he "uthor

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Tell the negative committee that meets in your head, to sit down and shut up.

"nn rad)ord


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Chapter 1 Your Priorities

You -an! !o o-n a %usiness or you &urren!ly do. !a!8s a-eso+eJ Bu! -ere does you

dedi&a!ion !o your %usiness re+ain Your %usiness sould %e a !op priori!y a+ongs! a -ell

%alan&ed li)es!yle, Tere are +any par!s !o running a %usiness !a! you sould (eep in +ind

su& as i) your par!ner is really a rig! )i! !o (eep !e -eels running s+oo!ly, I!8s good !o ae

)un and en*oy your %usiness. %u! i!8s +ore i+por!an! !o deelop a leel o) i+por!an&e -i! i!,Su& is. o- you priori!iGe !e )a&!ors in -i& (eeps your %usiness running s+oo!ly !o-ard

!e leel o) su&&ess you are -an!ing !o a&iee,

Part 1 %ae Charge O) Your usiness

Hae you )ound yoursel) -an!ing !o !a(e +ore &on!rol oer your %usiness and i!8s )u!ure

3re you see(ing ne- -ays !o +a(e i! gro- 9ay%e you are *us! si+ply ready !o !a(e &arge o)

your )inan&es and gie your )u!ure +ore s!a%ili!y

Ta(ing &arge o) your %usiness is !e )irs! s!ep !o !e su&&ess o) all !ese ues!ions,

Tere are +any people -o are -illing !o spend !e res! o) !eir lies -or(ing )or so+eone else,Bu! -y %e one o) !e+ -en you &an si+ply %e&o+e one o) !e+

Do no! le! !e su&&ess o) o!ers slo- you do-n or in!i+ida!e you, Een i) you are a

person -o is &urren!ly -or(ing under !e superision o) ano!er and %eginning your %usiness

)ro+ !e ground up. i!8s no! !oo la!e !o ge! in %e!!er &on!rol o) your %usiness and +a(e i! -or(,


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5irs! you need !o %eliee and a&(no-ledge !a! i! is possi%le !o ge! yoursel) ou! o) !e

&orpora!e eeryday grind and e2&el in!o -a! you -ere +ean! !o do in li)e= +anage your o-n

%usiness, 3&&ep! !a! you are ready !o !a(e on !e &allenges ne&essary !o +a(e !is drea+

&o+e !rue, 'o- is !e !i+e )or you !a(e your %usiness !o a leel i! asn8! %een= a%oe and

%eyondJ

?nly you &an !a(e &arge o) !e &urren! si!ua!ions, Ealua!e !e+. )ind solu!ions and

!en a&! upon !e+, 4edis&oer !e +o!ia!ion !a! e2is!ed -en !e %usiness -as &rea!ed,

Ta! lig! %ul% !a! -as sining )ro+ a%oe your ead a! )irs! idea o) !is %usiness. ad i!8s glo-

)or a reasonJ

There is never just one thing that leads to success for anyone. I feel it always a

combination of passion, dedication, hard work, and being in the right place at the

right time.

-auren !onrad

Part 2 e " riend ot " oss

I!8s no! un&o++on )or +any %usiness o-ners !o +a(e !is pri+e +is!a(e !rea!ing !eir

e+ployees as )riends ins!ead o) *us! !a!, You do no! +anage your )riends in a personal se!!ing

and !ere)ore !ey -ould no! !a(e you seriously in a pro)essional se!!ing. unless !ere -as !o %e

a %lun! unders!anding in !e -or(pla&e, Ho-eer iring an e+ployee and %e&o+ing !eir )riend

in !e -or(pla&e is a&!ually +ore dangerous,

Wy is i! +ore dangerous !o ire an e+ployee and %e&o+e )riends ra!er !an iring a

)riend -i! -o+ you ae a is!ory -i! You ae already &rea!ed a )ounda!ion -i! a )riend

and !ere)ore i) so+e!ing nega!ie -ere !o appen or &ange -ere !e )riend -ould no longer

%e -or(ing )or you in !e %usiness. !e )ounda!ion is -a! -ould elp (eep !e personal

rela!ionsip alie,

Hiring so+eone ne- and !en &rea!ing a personal rela!ionsip -i! !e+ ou!side o)

%usiness allo-s )or +any dangers, Tere is no preious is!ory )or !e !-o o) you !o )all %a&( on

i) so+e!ing -ere !o &ange in !e -or(pla&e -ere !ey -ould no longer %e -or(ing )or you,

3lso. o- is one going !o !a(e you seriously as a +anager i) you are &rea!ing a personal

rela!ionsip

Tere needs !o %e s!andards in order !o %e !a(en seriously, Tis is no! a sugges!ion !o

%e de+anding and &on!rolling in any nega!ie -ay, I! is o-eer !e en&ourage+en! you need

!o &rea!e !e pro)essional rela!ionsip !a! needs !o e2is!,

ou are the boss, you are the owner an! it is your responsibility to act as so.


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By %e&o+ing )riends -i! so+eone -o -or( -i!. opens doors )or ne- pro%le+s su&

as easy )orgieness o) serious si!ua!ions !a! &ould %e oerloo(ed -en !ey sould no! %e and

la&( o) &on&en!ra!ion on goals o) !e %usiness, You sould re+ain )o&used on !e )u!ure o) !e

%usiness and %e !e leader in re+inding your !ea+ o) !e sa+e,

Part 3 7na!anced 'i)e Choices

Wen you8re a %usiness o-ner. you learn a lo! o) !ings a%ou! li)e i!sel), ?ne o) !ose is

!e %alan&e !a! you need !o &rea!e %e!-een %usiness and personal li)e, Tere is a )ine line

%e!-een %usiness and pleasure and -i!ou! a &orre&! %alan&e. you -ill no! )ind !e pea&e or

appiness !a! unierse olds )or you,

You si+ply &anno! depend on one o) !e !-o !o &o+ple!ely )ul)ill you, 3s a u+an i! is

-i!in your na!ure !o ae %o!, 3ny %usiness o-ner -an!s no!ing +ore !an su&&ess )or !eir

%usiness. %u! you -ill %e se!!ing yoursel) up )or )ailure i) you are no! &rea!ing a %alan&e o)

pleasure %e!-een your personal li)e and your pro)essional,

Wi!ou! loe. e+o!ion. na!ure and unders!anding you &anno! si+ply ae !e inspira!ion

or drie needed !o %e a posi!ie leader in an e&ono+y !a! as seen +ore do-n)alls !an

up%ringing in !e pas! de&ade,

Hae you eer no!i&ed !a! !e grea!es! o) leaders -ere +en and -o+en o) su&&ess=

inside and ou!side o) !e -or(pla&e Po!os o) )a+ily and na!ure surround !eir o))i&e spa&e,

Wy is !is Si+ply %e&ause no! only do you need !e loe and e+o!ion )ro+ !e personal

aspe&!. %u! !e suppor! as -ell, You +ay %e surrounded %y !ose -o suppor! you and no!een realiGe i! %e&ause you8re !oo engaged in your &areer !o no!i&e,

'o! only &an !is ur! you in a spiri!ual and e+o!ional +anner. %u! all -or( and no play

&an also &rea!e une2pe&!ed eal! pro%le+s, By no! ge!!ing !e appropria!e a+oun! o) res!.

pysi&al e2er&ise and eal!y ea!ing a%i!s needed you -ill no! %e a%le !o per)or+ your *o%

)un&!ion !o !e %es! o) your a%ili!y,

Your pysi&ian appoin!+en!s and pi&ni&s -i! )a+ily are *us! as i+por!an! as !e +ee!ing

!a! -ill %e a-ai!ing you on 9onday +orning, Do no! lose sig! o) one o) !e !-o sides %y

e2&using i! -i! !e o!er, In li)e !ese sides %alan&e ea&o!er ou!, You &anno! %e su&&ess)ul in

ei!er. -i!ou! !e o!er su&&eeding as -ell,

Part 4 o "ction On Your Options

5ro+ !e !i+e you are &rea!ed. you are gien +any op!ions, You learn de&ision +a(ing

s(ills a! a ery young age, 3s you ge! older. !e de&ision +a(ing s(ills gro- -i! !e iger


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&o+ple2i!y o) !e pro%le+, 3lso as your gro- you %egin !o unders!and pro&ras!ina!ion and gain

a %e!!er unders!anding o) op!ions, So -a! appens i) you a&! on ei!er o) !ese

Don8! le! pro&ras!ina!ion %e&o+e an e2&use )or poor %usiness e!i&, Tere are +any

reasons -y so+eone -ould a&! on !is. depression %eing a alid reason= %u! unli(e depression

6-i& is an illness !a! sould %e !rea!ed %y a +edi&al pro)essional7 !ere are +any o!erreasons -y pro&ras!ina!ion is ine2&usa%le,

Tere are +any op!ions -en running a %usiness, I! is up !o you !o a&! on !e+, You are

!e &on!rolling )a&!or in !e %usiness. !e )inal de&ision +a(er, Te %usiness8 )u!ure depends on

your )inal say in ea& &oi&e, I! is up !o you !o a&! on eery op!ion !a! &rosses your %usiness8

pa!,

We!er !e )inal de&ision is a yay or nay. i! sould %e in !e %es! in!eres! o) your

&o+pany, I) you aren8! !a(ing a&!ions on all o) your op!ions. you &ould grea!ly %e +issing ou! on

uge oppor!uni!ies !a! &ould &ange your %usiness8 )u!ure,

Tis &an %e a grae +is!a(e )or a s+all %usiness, Ignoring !e op!ions !o ines! in si+ple

+ar(e!ing s!ra!egies su& as +on!ly 5a&e%oo( 3der!ise+en!s or &oosing !o op! ou! o)

&rea!ing a Pin!eres! page )or your %usiness are !-o e2a+ples o) op!ions !a! eery %usiness

sould %e &onsidering, By &oosing no! !o par!i&ipa!e in !ese op!ions. you are going !o gain a

+u& larger audien&e in so&ial +edia a! ery slo-er pa&e !an you &ould ae i) you ad

&osen !o a&! upon i! !o %egin -i!, You +ay also no! eer re&eie !a! audien&e a! all %y

&oosing no! !o,

Part 5 De)au!t O) Pride +n Products "nd Services

You8re !al(ing -i! a %usiness o-ner a%ou! !eir produ&!s and seri&es, Te

&onersa!ion see+s !o %e going -ell un!il you ge! !e uali!y o) !e pur&ase, Suddenly !e

o-ner %egins !o !urn !e &onersa!ion in!o a nega!ie ran! a%ou! !e seri&es are &learly no! up

!o par and !e produ&!s are )aul!y, Do you &on!inue !o &lose your in!eres! in !eir %usiness -i! a

deal ?r do you (indly !an( !e o-ner and -is i+ !e %es! o) lu&( -ile (eeping your

in!eres! open )or %usiness else-ere

I) you8re any!ing li(e +ysel). you8d de)ini!ely do !e la!!er, Cus!o+ers -ill +os! li(ely %e

!urned o)) %y your la&( o) pride in your produ&!s and seri&es, You +ay %e doing *us! as !is

%usiness o-ner did -i!ou! een realiGing i!, Wen is !e las! !i+e your role played !o earyoursel) !al( a%ou! your %usiness

Pra&!i&e your %usiness role playing s(ills a! leas! on&e a -ee(, You8ll %e surprised o-

o)!en your +ood &an &ange, Di))eren! )a&!ors in li)e &an &rea!e di))eren! e+o!ions. as -e are

only u+an, Your purpose +ay no! %e !o say any!ing nega!ie !a! -ould drie a &us!o+er

a-ay. %u! i! &an appen,


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Wy sell so+e!ing !a! you ae no in!eres! or %elie) in I) you &anno! ae a %elie) or

&onin&e yoursel) -y you sould use !a! produ&! or seri&e. !en you &learly need !o re!in(

your role in !a! %usiness,

3! !is poin! you +ay %e re!in(ing your pro&ess a%ou! presen!ing your produ&!s andseri&es !o your &us!o+ers. or re!in(ing a%ou! your )ai! in your %usiness oerall, So+e

ues!ions you +ay -an! !o as( yoursel) during !is pro&ess are !e )ollo-ing:

M Do I. or -ould I. use -a! I sell

M Do I !in( posi!iely a%ou! -a! I sell

M 3+ I &o+)or!a%le enoug !o sell i! !e appropria!e audien&e

M Wa! are !e posi!ie )eelings I ge! )ro+ selling !ese produ&!sNseri&es

M Do I ae or use !ese !ings in +y o-n o+e

M I) I don8! use !e+ no-. -ould I in !e )u!ure I) no!. -y no!

M Do I s+ile during +y &onersa!ions -en dis&ussing -a! +y %usiness o))ers

M Is !ere e2&i!e+en! in +y oi&e -en I spea( a%ou! I a+ selling

Part 6 +gnore Your -va!uations

Een i) you !in( you are on !e rig! pa! !o su&&ess. you s!ill need !o ealua!e your

oerall si!ua!ion, I sugges! !a! you do !is a! leas! eery si2 +on!s, 3ny!ing less !an si2

+on!s isn8! ne&essary as you need !o %uild !e &us!o+er %ase and !a(e +any o!er )inan&ial

si!ua!ions in!o &onsidera!ion 6su& as your %usiness8 3&&oun!s 4e&eia%le and !e &urren!

e&ono+i& si!ua!ion7,

Wen -as !e las! !i+e you gae yoursel) and your %usiness an ealua!ion I) your

ans-er !o !is is any!ing %u! re&en!ly. !en -as!e no !i+e o!er !an doing i! no-J

Wi!ou! an ealua!ion you are +ore li(ely !o oerloo( +is!a(es !a! &ould ae %een

preen!ed or sould %e preen!ed in !e )u!ure, Tere are +is!a(es !a! you +ay no! een

realiGe !a! ae o&&urred and unless you are open !o an ealua!ion you -ill no! %e a%le !o see

!e+ &learly,

3ny!i+e you are doing an ealua!ion. you need !o re+ain open +inded and re+e+%er !o

use eery ans-er as no!ing +ore !an &ons!ru&!ie &ri!i&is+, You -ill -as!e +ore !i+e le!!ingyour pride ge! in !e -ay %y %e&o+ing upse! -i! yoursel). your e+ployees or your %usiness i)

you !a(e !e nega!ie !oo personally, You +us! re+e+%er !a! eery!ing in li)e is no!ing +ore

!an a learning pro&ess and i! is o- you rea&! !o eery si!ua!ion !a! +a(es !e di))eren&e,

Part # " Dormant Pro)essiona! +mage


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In a -orld -i! ig e2pe&!an&y and a large a+oun! o) &o+pe!i!ion. i+age really is

eery!ing, Depending on -a! you8re o))ering depends largely on -a! !e &us!o+er e2pe&!s o)

you, You -ouldn8! e2pe&! a +e&ani& !o %e spar(ly &lean in &risp %usiness a!!ire. no- -ould

you ?) &ourse no!, Te !ypi&al +e&ani& is (no-n !o %e dir!y !o so+e e2!en! -i! rags or !ools

in and and (no-ledge o) !e ei&le,

'o- !a! you ae !e general idea. !in( )or a +o+en! a%ou! -a! i! is !a! your

%usiness is represen!ing, Ho- -ould you e2pe&! so+eone in your soes !o %e presen!ed i) you

-ere !e &us!o+er Te ans-ers are no- loud and &lear !o you,

You -an! !o dress !o i+press and )i! !e i+age o) -a! i! is you8re selling, I) you8re selling

ig dollar produ&!s or are in !e posi!ion -ere you are -an!ing !o re&rui! )or a do-nline. !e

+os! i+por!an! !ing you &an do is dress -i! ig in!en!ions, Leae !e eay +a(eup and

%lue *eans )or da!e nig!, 5ine *e-elry and %usiness a!!ire -ill do *us! )ine !o leae !e

i+pression !a! your %usiness is &li+%ing !o ne- pea(s 6-e!er you are *us! ge!!ing !o !a!

poin! or no!. !is is !e i+pression !a! you -an! !o leae7,

Tis also in&ludes po!os as -ell, Using s!ree! i+ages o) yoursel) +ay -or( )or so+e.

depending on !e audien&e you are -an!ing !o %ring in, Ho-eer i) you are see(ing )or a group

o) ig s!andard eli!es. dress appropria!ely and +a(e sure your po!os are ig uali!y, Tey

sould %e eye &a!&ing and leae a las!ing i+pression,

Soun!s a little tric"y, # "now. $ut it wor"s an! it wor"s well. Dress to impress is the "ey

to success.

Part $ "void Rehearsing

Hae you eer %een !old !a! you ae a na!ural !alen! )or %usiness Ho- a%ou! )or

pu%li& spea(ing Een i) you )eel you do or ae %een !old !a! you ae a na!ural !alen! )or

!ese. !is is s!ill no e2&use )or no! reearsing,

Tis is espe&ially i+por!an! i) you are in 9ar(e!ing or any posi!ion !a! inoles

Leadersip and 9anage+en!, 5orge! !e !ings you learned in s&ool. ;Ous! pi&!ure !e

audien&e na(ed< !ey8d say, Ta! +ay s!ill elp you. !oo, Ho-eer -a!8s really i+por!an! is no!

only %eing edu&a!ed a%ou! !e su%*e&! you8re !al(ing a%ou!. %u! also !e &on)iden&e in your oi&e

and a&!ions,

Consu+ers li(e dogs &an s+ell )ear a +ile a-ay, Te %lun! ones! !ru! is !a! one o)

!-o !ings &an appen -i! !is: Tey +ay ei!er !ry !o su&(er you in!o proiding )ree produ&!s

or seri&es or T-o !ey -ill %e !urned a-ay a! !e la&( o) pro)essionalis+,


15/90

Ous! as I said in !e )irs! Par! o) Cap!er ?ne. you need !o !a(e &arge o) your %usiness

and o) your si!ua!ion, 'o one else is going !o do i! )or you, I sugges! !o %egin %y pra&!i&ing in any

-ay !a! you +ay )eel &o+)or!a%le, I) i! is -i! a )a+ily +e+%er or )riend. ano!er e+ployee. in

)ron! o) a +irror or re&ording a ideo o) yoursel). !en so %e i!,

Don8! esi!a!e !o +a(e &anges as you are reearsing, I!8s %e!!er !o +a(e +is!a(es and&orre&! !e+ no- during reearsal !an dis&oer !an la!er -en you are in )ron! o) your

audien&e, You sould also !a(e !is !i+e !o e2plore all o) your op!ions and any ues!ions !a!

+ay &o+e your -ay %y !e &onsu+er, I) you &an8! !in( o) any!ing ou!side o) your &o+)or!

Gone and as( so+eone else !o &o+e up -i! ues!ions !ey -ould -an! !o as( i) !ey -ere in

!e &onsu+ers soes,

Ta(e !e reearsal as seriously as i) you -ere in )ron! o) !e &onsu+er !rying !o &lose !e

deal, I!8s o(ay !o pra&!i&e -i! people -o are no! !e &onsu+er. %u! i) !ey don8! elp you %y

as(ing serious ues!ions and giing serious responses !o your presen!a!ion. !en you need !o

s!op and re+ind !e+ !o do so or o!er +eans o) elp, Tis is your %usiness. no! a s&ool play

reearsal and sould %e !a(en seriously,

Part & Don0t Discip!ine Yourse!)

"iscipline is the bridge between goals and accomplishment.

-#im $ohn

I! !a(es a !re+endous a+oun! o) e))or! !o ae !e &ourage !o dis&ipline o!ers in !e

-or(pla&e. so you &an only i+age !e a+oun! i! !a(es !o dis&ipline yoursel) 6unless you8re

already doing i!7, Sel) dis&ipline is a learned pra&!i&e, I! +ay !a(e days or -ee(s )or you !o %e

a%le !o )ind !a! grooe -ere you a%le !o +oni!or yoursel) and -ip your +indse! in!o proper

-or( sape,

Wen you8re !e %oss. i! is e2!re+ely i+por!an! !a! you do pra&!i&e dis&ipline -i!

yoursel), Wi!ou! dis&ipline. you &ould end up rea&!ing in re%elling +anners -i!ou! (no-ing you

are a&!ually doing so, By !is I +ean. you &ould )ind yoursel) doing !ings su& as dis!ra&!ing

you )ro+ your -or(,

I!8s no! un&o++on )or a %usiness o-ner !o la&( !e &apa%ili!y o) sel) &on!rol and

dis&ipline, You +ay !in( you ae i! under &on!rol. %u! you +ay )ind di))eren! !roug a sel)ealua!ion,

So what are some ways that you can !iscipline yourself without putting such things such

as your moo! an! confi!ence at ris"%

Te ans-er !o !a! ues!ion is )airly si+ple in a lo! o) -ays, 5irs! and )ore+os! !a! you

sould !e !ings you are -illing !o !a(e a-ay )ro+ yoursel) as goals and +o!ia!ion, Ous! li(e a


16/90

&ild -o -an!s an allo-an&e )or doing &ores. you +us! see yoursel) also as an e+ployee !o

your %usiness, 9a(e sure !o !a(e a-ay !ings !a! you -ill long )or and +iss, Don8! gie

yoursel) any lee-ay !o sla&( on your dis&ipline,

I) i! elps. pos! !e+ -ere !ey &an %e seen, I) a&a!ions are -a! you -ill %e +issing

+os! i) you don8! +ee! &er!ain goals. pos! po!os o) !e pla&es so !a! you &an isi%ly see -a! i!is you are -or(ing !o-ard, I) you do no! +a(e your goals or do !ings !a! you ae &allenged

yoursel) no! !o do. !a(e !ose !ings a-ay,

Part 1* Don0t 8rite Do(n 9oa!s

I) you really -an! !o (ill your +o!ia!ion. si+ply don8! -ri!e do-n your goals, Ho-eer. i)

you are -an!ing !o +ain!ain )o&used and on !e rig! !ra&( !en yes. %y all +eans -ri!e do-n

your goals -ere you &an isually see !e+J

So you ae goals. eeryone does, Bu! o- +any o) us a&!ually rea& -a! -e s!rie

)or Ta(e )or e2a+ple your 'e- Years 4esolu!ions, 9y %es! guess is !a! you8e )orgo!!en your

already, You %usiness goals sould %e !a(en +u& +ore seriously, Tis isn8! a%ou! *ogging

!-i&e a day )or )ie -ee(s. !is is a%ou! rea&ing your drea+s and +a(ing your %usiness !e

su&&ess i! deseres !o %e,

Broad&as! your goals. %y -ord o) +ou! or so&ial +edia, Te +ore you +a(e your

audien&e a-are o) your goals. !e +ore you -ill e2pand !e grea!er &an&e o) %eing re+inded

a%ou! !e+, Tis -ill gie you a lo! less roo+ !o sla&( -en i! &o+es !o rea&ing -a! you really

-an! +os!,

Wen a &ild -an!s !o do so+e!ing ne- and e2&i!ing. !ey8e no need !o -ri!e do-n!eir goal, Bu! !ey do. !roug pi&!ures !ey dra- !ey e2press !eir goals, Tey drea+ a%ou!

-a! i! is !ey are longing !o do, Tey !al( a%ou! !eir goal -i! o!ers, Paren!s o)!en re+ind

&ildren !a! !ey8e !al(ed a%ou! i! repea!edly in opes !o &ange !e su%*e&!,, %u! !a! is -ere

adul!s go -rong,

3dul!s &an learn a lo! )ro+ li!!le &ildren, Wa! are you really !ea&ing !a! &ild -en

you8re en&ouraging !e+ !o us and no! !o repea! !e+seles You are dis&ouraging !eir

drea+s and !ea&ing !e+ !a! !eir goals are no! ui!e as i+por!an! as !ey !in(, Could you

i+agine -a! !e -orld -ould %e li(e i) adul!s ad !e sa+e +o!ia!ion as a &ild -o so

insis!en! on rea&ing !eir goals I! +ay *us! %e a +ore produ&!ie plane!,

%ost achievers I know are people who have made a strong and deep dedication to

pursuing a particular goal. That dedication took a tremendous amount of effort.

-"onald #ohanson


17/90

Part 11 "void Research

We!er you8re ne- !o %eing an o-ner o) a %usiness or are a e!eran in your )ield.

resear& is so+e!ing !a! neer ge!s old, Do&!ors and !ea&ers ali(e use resear& eery single

day, Tey resear& day and nig! !o re+ain up !o da!e on !e la!es! in !eir )ield and !o edu&a!e

!e+seles a%ou! ne- dis&oeries,

Todays -orld is &anging a! a ery )as! pa&e, 'e- &o+pe!i!ion is &rea!ed eeryday. as

-ell as ne- produ&!s and ne- &lien!s loo(ing )or your seri&es, Produ&!s go in!o de)aul! and are

re&alled, i!a+ins and !e&nology &an %e upgraded &on!inuously, Wi!ou! resear&ing !e

!ings !a! a))e&! your %usiness. o- -ill you eer %e a%le !o &ange and upgrade

To gie your %usiness a ni&e and slo- dea!. aoid resear& a! all possi%le, Ous! ignore

i! and !ell yoursel) !a! you don8! need !o do your o+e-or(, Bu! )or !ose -o ae +ore

inspira!ion and drie !o +a(e your %usiness e2&el !o ne- and iger leels. resear& dailyJ

Cus!o+ers are +ore li(ely !o &o+e %a&( )or your %usiness repea!edly i) you are

(no-ledgea%le a%ou! your )ield and all o) !e upda!es aaila%le, You -ill also )ind your &us!o+er

%ase e2panding as you learn ne- -ays !o &o++uni&a!e -i! o!er &lien!s in!erna!ionally ia !e

in!erne!, 3ll o) !ese and +u& +ore are un)or!una!ely ignored %e&ause %usiness o-ners do no!

!a(e !e !i+e !o read a li!!le )ur!er in!o !eir )ield and !a(e !e !i+e !o learn so+e!ing ne-,

I) you8re a! a loss a%ou! -ere !o %egin. *us! !ype in!o any online sear& engine (ey-ords

in -a! you +ay need !o )ind ou! +ore a%ou! or as( a dire&!or i) you ae one, Don8! %e

in!i+ida!ed %y ei!er, Bo! are easy !o use and are !ere a! your &onenien&e !o elp as

needed,

Part 12 !ac and 8hite 'ies

Using %la&( and -i!e lies &an %e !e per)e&! -ay !o earn dis!rus! in a &lien! or &us!o+er.

een your do-nline o) e+ployees, Bla&( and -i!e lies are all o) !e sa+e. no +a!!er o- you

*udge !e+, Tere is no lie !a! is %e!!er !an !e res!, 3 li!!le >-i!e lie8 &an easily sno-%all in!o

a >%la&( lie8 een i) !e in!en!ion -as !o neer lie a! all,

I) you8re )a+iliar -i! !e !er+ >&ar sales+an8 !en you (no- !a! !e par!i&ular !er+ in

%usiness !er+s is no! all posi!ie 6in no o))ense !o !ose -o are in !e %usiness o) selling

ei&les o) &ourse7, Fro-ing up I8d ear +y +o+ say ;You don8! -an! !o sound li(e a &ar

sales+an8 and %y !a! se +ean! no! !o s!re!& !e !ru! !o ge! your -ay -i! a &us!o+er or&lien!,

Espe&ially in !e !i+es -e lie !oday. !o spea( a lie !o ano!er person -ould %e a ery

ridi&ulous !ing !o do, Wi! a )e- &li&(s o) a s+ar!pone. in *us! se&onds a person &an loo( up

any!ing !ey -an! !o )ind ou! is !rue or )alse )ro+ !e in!erne! or so&ial +edia %y -ord o) +ou!,

Wa! good -ould i! do !o lie !o %egin -i!


18/90

People in !e %usiness -orld lie )or +any reasons %u! )or one in par!i&ular. !o -in, To ge!

!eir -ay in a si!ua!ion, To sell -en !eir i!e+ or seri&e +ay %e )aul!y, Despi!e !e dire&!

reason. !e %usiness o-ner sould neer lie no +a!!er o- !e+p!ing i! is,

3no!er &o++on reason %usiness o-ners lie -en !ey souldn8!. is !o &oer !eir%usiness8 repu!a!ion, I on&e eard a %usiness o-ner +a(e !e &o++en! ;Well se -as a %ad

&us!o+er any-ay. se *us! ad a %ad a!!i!ude so I don8! &are -a! se says= er opinion really

doesn8! een +a!!er< and I -as appalled !o say !e leas!, You sould neer lie a%ou! a &us!o+er

%e&ause !ey gae you a %ad reie-,

Te +a!ure and pro)essional -ay !o andle !a! +a!!er -ould ae %een !o re&ogniGe

!e pro%le+ and &rea!e a solu!ion !a! -ould %e posi!ie )or %o! !e %usiness and !e

&us!o+er, Lying is no! o(ay pro)essionally no +a!!er -a! !e si!ua!ion en!ails,

Conc!usion

In &on&lusion )or Cap!er 1 I -ill leae you -i! !is: ?nly you &an !a(e &arge o) your

%usiness8 )u!ure, You are !e (ey !o your %usiness8 su&&ess, 9any o-ners ae !ried and )ailed.

%u! !ey ae )ailed %e&ause !ey gae up on !eir op!ions and gae in !o )ailure, 'o one &an do

i! %u! you, 9is!a(es !a! &an see+ so si+ple &an lead !o a -ole ne- and +ay%e no! so posi!ie

pa!, Tin( %e)ore you %egin. +ind +ap i) ne&essary. don8! lie. a&! in your posi!ion as !e %oss.

resear& as +u& as you &an and neer le! your goals slip !roug your )inger!ips,

////

Chapter 2 Dedication

3 %usiness is %orn !e se&ond you &rea!e !e idea !o o-n one, ?n&e i! appens. i!

i++edia!ely %egins !o %e&o+e real, Bu! -i!ou! dedi&a!ion. i! &an %e&o+e a dead end %e)ore i!

eer sees i!8s %ir!, In !e -orld o) %usiness any!ing is possi%le as long as !e o-ner is

dedi&a!ed !o +a(ing i! appen,

Part 13 'ac o) :no(!edge

4esear& is no! !e sa+e as (no-ledge. %u! i! leads !o (no-ledge, By doing your

resear&. you ae a ne- prospe&! o) your %usiness, You -ill %e&o+e +ore prepared )or !e

ues!ions and pro%le+s !a! +ay lie aead, Your %usiness -ill !rie %e&ause o) !e ne- ideasand dis&oeries you gained !roug your (no-ledge,

Wen a &us!o+er as(s a ues!ion !ey e2pe&! you !o already (no- !e ans-er, 3)!er all.

you are !e o-ner and e2per! in your )ield, 3l!oug you +ay la&( &reden!ials. you are s!ill

e2pe&!ed and &onsidered !o %e !e e2per!, 3s i) !ere isn8! enoug pressure already !o %e a


19/90

grea! %oss. rig! 'o- you8re e2pe&!ed !o %e -ell edu&a!ed and proide ans-ers on &o++and

Te ans-er is. yes,

Te +ore you (no-. !e +ore your %usiness -ill gro-, In order !o edu&a!e yoursel) in a

posi!ie -ay. re+e+%er !a! !e %usiness isn8! *us! your *o%= i! is your drea+, You &rea!ed i!. you

are driing !e pa! and you are +a(ing i! gro-, Te appier you -ill %e -i! your %usiness !e%e!!er you -ill %e -i! re!aining !e (no-ledge you -ill need,

9a(ing resear& a daily par! o) your li)e -ill gro- your (no-ledge li(e a &ild -o !a(e

i!s i!a+ins regularly, Be)ore you (no- i!. you -ill %e dis&ussing +ore )reuen!ly -i! o!ers

-a! you8e learned and )ind yoursel) a&!ing on !ings !a! sould %e done,

I! is silly !o e2pe&! a &us!o+er !o *us! -an! your produ&!s and seri&es %e&ause !ey li(e

you. your %usiness or your produ&!s, Le!!ing your &onsu+er (no- !a! you are prepared )or !e

ues!ions and (no- !e in)or+a!ion !ey need een %e)ore !ey as( -ill gie !e+ !e

&on)iden&e !a! you are !e person !ey need !o &o+e %a&( !o see !i+e and !i+e again,

&nd what, 'ocrates, is the food of the soul( 'urely, I said, knowledge is the food

of the soul. -)lato

Part 14 Your ;6* Second0 Commercia!

We!er on !e pone or )a&e !o )a&e. le!8s say you ae a &lien! !a! is o%iously

in!eres!ed %e&ause o) one si+ple )a&!. !ey aen8! ung up or -al(ed a-ay, I! is your *o% !o

oo( !eir a!!en!ion in si2!y se&onds or less, Do you ae your 0 se&ond &o++er&ial prepped

and ready )or a&!ion Hae you reearsed i! !o per)e&!ion 3re you a%le !o say i! -i!

&on)iden&e in your sleep I) you8re no! drea+ing a%ou! your &o++er&ial. !en you8re no!

+o!ia!ed enoug !o oo( !e &lien!,

Te )irs! s!ep. +ind+ap your &o++er&ial, Yes i! is only si2!y se&onds long. %u! -en you

are lis!ening !o yoursel) say i! ou!loud i! &an see+ li(e an e!erni!y, To a &us!o+er -o is

lis!ening in!en!ly !o -a! you ae !o say. !is &an +ean your en!ire sale is on !e line, Dress

your &o++er&ial !o i+press and oo( !eir a!!en!ion so !a! you &an la!er &lose !e sale,

Your +ind+ap o) !e &o++er&ial sould in&lude !e -o. -a!. -en. -ere. o- and-y a%ou! your o))er, I! needs !o %e si+ple as so+e!ing !a! sounds !oo &o+ple2 &an !urn !e

&lien! o)) %e)ore !ey een ge! s!ar!ed, 4e+e+%er also !a! >!oo good !o %e !rue8 +e!ods are

no! !e -ay !o oo( !e &lien! ei!er, Ins!ead. use )a&!s. +o!ia!ion and e2perien&e in your

&o++er&ial,


20/90

3lso. *us! as i) you -ere &losing !e deal re+e+%er !o use s!a!e+en!s !a! !e &lien!

&anno! re)use, Do no! %e&o+e a >%usiness o-ner %ully8 %y no! !a(ing no )or an ans-er. %u! use

dire&! s!a!e+en!s !a! do no! reuire !e &lien! !o say !e -ord ;no


21/90

Eeryone e2plores and re&eies !eir +o!ia!ion in di))eren! -ays, Don8! -as!e !i+e

*udging o!ers on o- !ey )ind !eirs, Ins!ead. )ind your o-n, De&ora!e your eniron+en! -i!

a-ards !a! you ae re&eied !o re+ind yoursel) !a! you are a -or!y %usiness o-ner and are

per)e&!ly &apa%le o) gro-ing your %usiness !o ne- eig!s,

Tere are +any online )oru+s aaila%le !a! you &an *oin or read !roug )ro+ peopleli(e yoursel) !a! -ill elp en&ourage you !o s!ay +o!ia!ed -i! !i+es in your %usiness are

!oug, 9ay%e you8d li(e so+e )a&e !o )a&e in!era&!ion. i) !is is !e &ase spend so+e !i+e -i!

)a+ily and )riends or )ind a lo&al %usiness suppor! group, I) one isn8! aaila%le. !ry &rea!ing one

yoursel), You +ay %e surprised !o see o- )as! i! +ay gro- as !ere +ay %e o!ers in your

&o++uni!y -o are see(ing !e sa+e suppor! as you,

Part 16 %he /idden


22/90

You are in &on!rol o) !e surial o) your %usiness. een i) i! is nega!iely a))e&!ed %y !e

+eans o) a %ad %usiness par!ner, Do no! esi!a!e !o +a(e &anges !o elp (eep !e %usiness

)ro+ dro-ning, Too o)!en I )ind !a! o-ners do no! s!ep up and !a(e !e ini!ia!ie !ey need in

order !o +a(e !is appen, Ins!ead. !ey si+ply le! !e %usiness die %e&ause !ey do no! ae

!e %a&(%one !o le! !e o!er %usiness par!ner go,

Ho- do you spy a %ad %usiness par!ner Tere -ill %e !i+es -en you -ill si+ply )eel

)ooled %y !e posi!ie and pro)essional !rai!s one posses -en you +a(e !e de&ision !o allo-

!e+ !o *oin ands -i! you, Ho-eer you &an predi&! -en i! &ould %e po!en!ially !o2i& )or !e

%usiness %y -a!&ing )or a )e- !rai!s,

Te )irs! !rai! you -ill -an! !o -a!& )or is !eir %usiness e!i&, Wen you ie- !eir

is!ory oerall. o- -ere !ey pro)essionally Tis -ill re)le&! !eir )u!ure e2is!en&e -i! you and

!e %usiness, Te poin! in aing a %usiness par!ner is )or posi!ie gro-!. no! !o slo- you or

!e %usiness do-n in any -ay,

3re !ey a personal )riend Tis is -a! you sould +ainly %e &on&erned -i!, I! is no!

re&o++ended %y +any pro)essionals !a! you +i2 %usiness -i! pleasure and )or good reason.

espe&ially -en i! &o+es !o so+e!ing as serious as your %usiness8 )inan&ial )u!ure, I) you ae

a personal rela!ionsip -i! !e person ou!side o) -or(. you -ill )ind yoursel) %e&o+ing !oo

lenien! -i! +is!a(es and oerloo( !e &onseuen&es, Tese are no! responsi%ili!ies you sould

-illing !o !a(e on, You already ae !e+ as a )riend. see( a pro)essional %usiness par!ner

ins!ead,

Te ne2! is !eir dedi&a!ion )or !e %usiness and !eir s!rie )or su&&ess, Is i! on !e

sa+e leel or iger !an your o-n ?(ay. so !is po!en!ial %usiness par!ner is e2&i!ed !o -or(

-i! you, Ho- long do you predi&! !is e2&i!e+en! !o las! You +us! %e-are o) !e !e+porarye2&i!e+en! !a! &o+es -i! i++a!uri!y, Wa! I li(e !o &all !e ;Yay I ae a &ool *o%< a!!i!ude, I!8s

grea! !o %e e2&i!ed a%ou! s!ar!ing a ne- *o%. %u! a pro)essional -ill also ae !e drie !o %egin

-or(ing,

You &an spo! !e pro)essional drie )or su&&ess a +ile a-ay. on&e you are )ully a-are o)

-a! i! is, I!8s a%ou! +ore !an *us! %ragging a%ou! !e ;&ool ne- *o%< you *us! go!. i!8s a%ou!

-an!ing !o see !e %usiness su&&eed. %eing e2&i!ed a%ou! !e %usiness and -or(ing are !o do

-a! i! !a(es !o ge! !ere,

So+e !rai!s !a! you +ay ae a !o2i& %usiness par!ner in&lude:

1, You are &arrying +ore !an your sare o) !e load,

#, Your par!ner as ad &anges !o !eir personal li)e !a! are dra+a!i&ally a))e&!ing !eir

-or( e!i&,

$, Your %usiness par!ner as los! in!eres! in !e drie and su&&ess o) !e %usiness,

@, You ae no!i&ed &anges in your par!ner !a! is a))e&!ing !e )inan&ial s!a%ili!y o) !e

%usiness,


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A, You ae +ore disagree+en!s !an agree+en!s -i! your par!ner,

I) %y no- you !in( you +ay ae a %usiness par!ner !a! is slo-ing your %usiness do-n

and i!8s !i+e )or !e+ !o +oe on. !ere are -ays !o do !is in a +a!ure and pro)essional -ay,

5irs! you need !o %e &o++i!!ed !o !e %usiness and se&ond !o yoursel),

I! is up !o you !o !a(e &o++and o) !e si!ua!ion, 'o one else is going !o do i! )or you, Le!

your drie )or !e su&&ess o) !e %usiness %e !e drie you need !o le! !e !o2i& %usiness par!ner

go, I!8s o(ay !o gie o!er op!ions and &an&es %u! (no- -en you do so !a! you are allo-ing

)or a larger !i+e )ra+e !a! -ill no! only slo- your %usiness do-n %u! &ould so- e2!re+e

losses during !is !i+e,

5irs! i) you ae an agree+en! -i! your par!ner. you8ll need !o reie- i! )or legal

reasons, 'e2!. you8ll need !o ealua!e your %usiness par!ner. *us! as i) you -ould i) you -ere

doing a personal ealua!ion, Crea!e a &o+e up -i! a plan 6you &an use a +ind +ap7 )or !e

su&&ess o) !e %usiness and a plan !a! ei!er in&ludes. or does no! in&lude. your par!ner, 5o&us

on your goals )or !e %usiness, Prepare yoursel) )or !e ins!an&e !a! your par!ner de&ides !o

-al( a-ay or !a! you +ay need !o le! !e+ )ind !eir o-n -ay -i!ou! your %usiness,

Part 1$ Dependa!e "nd Punctua!

Being a %usiness o-ner is a uge responsi%ili!y. as -ell as a -onder)ul a&iee+en!

!a! you sould &arry pride in, You ae !e a%ili!y !o +a(e or %rea( your %usiness, Business

o-ners are i&ons !o !ose -o are *us! %eginning in !is s!ruggling -orld, Cus!o+ers alue your

%usiness and loo( )or-ard !o re!urning !e %usiness !ey re&eie )ro+ you !i+e and again,

You are )a&ed -i! &allenges day and nig!, I) you are li(e +any o) !e o!er %usiness

o-ners around !e -orld. you lie your )ears. s!resses and opes a%ou! your %usiness day and

nig!, 9ay%e een in your drea+s, You +us! %e dedi&a!ed !o your *o% in order !o (eep i! running

s+oo!ly and rea& !e leel o) su&&ess your ear! desires,

In order !o do !ese !ings. you +us! ae dis&ipline, 3nd -i! dis&ipline &o+es !e

a%ili!y !o %e dependa%le and pun&!ual, You +us! %e dependa%le !o a large a+oun! o) !ings,

Cus!o+ers. !i+e. your s&edule. your %usiness asso&ia!es. +ee!ings and +any +ore= !ey all

depend on one !ing. you, Tis is !e +os! i+por!an! par! a%ou! your sel) dis&ipline. %eing a

dependa%le sour&e !o your &o+pany,

You +us! %e dependa%le !o yoursel), I) you donQ!8 )ind yoursel) dependa%le. you

souldn8! e2pe&! anyone else !oo ei!er,

'e2! is your pun&!uali!y, 3llo- yoursel) plen!y o) !i+e during your %usy s&edule !o %e as

pun&!ual as possi%le, 3l-ays re+e+%er !a! i!8s +ore i+por!an! !o %e early !an een *us! a )e-


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+inu!es la!e= !o eery!ingJ Being la!e &an %e&o+e a %ad a%i! i) you8re no! &are)ul, Tere -ill

%e ins!an&es in !i+e !a! you *us! &anno! elp !a! !rain or )uneral line !a! +ade you la!e !o your

+ee!ing. %u! i) you8re (no-n !o ae a alid repu!a!ion )or %eing pro+p!. !ese -ill &learly %e

e2&usa%le -i!ou! de&lara!ion,

Part 1& 8ithho!ding On Your 8ord

We!er you !old your e+ployee !a! you -ould send !e+ an e+ail or re!urn a pone

&all !o a &us!o+er -i!in a &er!ain !i+e )ra+e. i! is up !o you lie up !o your -ord, Bad -or( e!i&

&an (ill your %usiness %y you giing i! a %ad repu!a!ion, You are your %usiness !ere)ore. your

repu!a!ion )inely de)ines !a! o) your %usiness as -ell,

9a(e sure you a posi!ie a%ou! eery &o++i!+en! you +a(e %e)ore you say !e -ords,

Wi!olding on your -ord &an %e a ery dangerous !ing !o do, I) you ear !e -ords &o+e ou!

o) your +ou!. you8d %e!!er +a(e sure you8re &apa%le o) )ollo-ing !roug,

I) you8re a person -o as a repu!a!ion )or %eing )orge!)ul. don8! allo- !is !o %e an

e2&use, I) you do. you %e&o+e !oo &o+)or!a%le and use !is as a reason !o go %a&( on your

-ord= %u! a pro)essional -ill see rig! !roug !is and &us!o+ers ae no pa!ien&e )or an o-ner

-o does no! lie up !o -a! !ey say !ey -ill do,

Tere is si+ply !oo +u& &o+pe!i!ors in !e -orld !o sla&( on so+e!ing as serious as

no! doing -a! you say you -ill do, Be pro+p! -i! your pro+ises and don8! +a(e any !a! are

si+ply unrealis!i&, I) -a! you are dis&ussing see+s !oo )ar )e!&ed and ou! o) rea&. don8! +a(e

i! sound as i) i! -ill a&!ually appen i) i! &anno! %e done,

Trus! is +ore easily %ro(en !an i! is earned, Ho-eer on&e you ae !a! !rus! in a&lien! or &us!o+er. in&luding your %usiness asso&ia!es. i! -ill )oreer gro-, Wi& is -y i! is so

i+por!an! no! !o do any!ing !a! &ould po!en!ially %rea( i!, Te &onseuen&es are )ar -orse )or

%rea(ing !a! !rus! !an !ey are i) you -ere !o %uild !a! rela!ionsip and ruin i! %e&ause you

&ouldn8! )ollo- !roug -i! your -ord,

Part 2* o %rac Record O) Progression

Trougou! your years as a %usiness o-ner you -ill see +any ups and do-ns, 3s a

u+an %eing. i!8s na!urally easier !o re+e+%er !e nega!ie as -e see+ !o d-ell on !ings !a!

go -rong so !a! -e &an )i2 !e+. ra!er !an re+e+%ering all o) !e good, We are !aug! !o no!%e oer &on)iden! a%ou! our a&iee+en!s and ye! s!rie !o %e&o+e %e!!er !an -e eer -ere,

Ho-eer !o re+ain +o!ia!ed you -ill need !o (eep a !ra&( re&ord o) progression,

3s a %usiness o-ner you (eep re&ord o) eery!ing )ro+ a&&oun!s paya%le !o your

a&&oun!s re&eia%le, Bu! -en &an you ones!ly say -as !e las! !i+e you (ep! !ra&( o) your

progression


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Te preious year +ay ae %een &onsidered a roug one )inan&ially. %u! i!8s s!ill

i+por!an! !o use i! in &o+parison, 3 !ra&( re&ord -ill so- you -ere !e do-n)alls lie, 9ay%e i!

-as during &er!ain par!s o) !e season, 3s you reie- !is. you -ill %e a%le !o see +ore &learly

-a! &anges need !o %e +ade in order !o +a(e !e )u!ure %rig!er )or your %usiness,

Part 21 +nactivit= O) Current -vents

Te -orld is &anging eeryday and i!8s ery i+por!an! !a! as a %usiness o-ner you are

dedi&a!ed !o (eeping up -i! !e la!es! and %e&o+ing a&!ie -en your &o++uni!y is in need,

Wen deas!a!ion s!ri(es i! is your responsi%ili!y !o elp +a(e a di))eren&e, Be&ause o) your

posi!ion. i! is up !o you lead !e -ay no! only in your %usiness %u! in !e &o++uni!y as -ell,

3 per)e&! e2a+ple o) %usiness o-ners -o ae &a+e !oge!er !o %e&o+e +ore a&!ie

in !eir &o++uni!y are a group o) Par!y Planners -o &all !e+seles !e 9ia+i alley Par!y

Planners 6or 9,,P,P,7 o) Spring)ield. ?io, Tey are a group o) s+all %usiness o-ners -o

ae a +on!ly &ari!y !o elp a +e+%er o) !e &o++uni!y in )inan&ial need,

In !e pas! )is&al year !ey ae raised oer nine !ousand dollars )or +e+%ers o) !eir

&o++uni!y in &ari!y e))or!s, Een !oug !is group is doing !is a! !eir o-n &onsen! and

&o+ple!ely ou!side o) %usiness e))or!s. )ro+ a %usiness perspe&!ie !ey are also gaining

posi!ie repu!a!ion and gro-ing populari!y )or !eir ea& indiidual seri&es,

In o!er -ords. -ord -ill spread )as! a%ou! !e+ and !e posi!ie !ings !ey are doing

)or !eir &o++uni!y, Wen so+eone -ill %e in need o) one o) !eir seri&es. !ey -ill %e !e )irs!

!o &o+e !o +ind %e&ause o) !e posi!ie i+pa&! !ey ae ad,

You +ay !in( o) !is as a %usiness ploy. -i& is a ery nega!ie and &on&ei!ed -ay !o

see i!, I! is a %alan&e o) good )or !e &o++uni!y and good )or your %usiness, Te +ore you do

)or !ose in need. !e +ore posi!ie +ar(e!ing you are doing )or your %usiness, Ins!ead o)

!in(ing o) i! as a ploy )or )ree +ar(e!ing. &ange your +indse! and unders!and !a! i! is si+ply

good (ar+a !a! -ill &o+e %a&( !o your %usiness )or your good deeds,

?!ers depend on you !o guide !e -ay, Be&o+e a&!ie in disas!er relie) e))or!s or lo&al

&ari!ies !o elp your )ello- &o++uni!y +e+%ers, I) you aren8! sure -ere !o loo( !o %egin. *us!

as( o!ers in your &o++uni!y or loo( up your area on any sear& engine, Fe! your %usiness

asso&ia!es inoled as -ell, 9a(ing !is a !ea+ e))or! -ill elp %ring your %usiness &loser!oge!er and &rea!e a %e!!er %ond )or !e &o+pany,

Part 22 +gnoring e( Responsii!ities

You8e %e&o+e &o+)or!a%le in your posi!ion and !ings are going s!eady, You aenQ!

gien any &onsidera!ion !o !a(ing on any ne- responsi%ili!ies, 'e- responsi%ili!ies are si+ply


26/90

ou! o) !e eua!ion )or no-. so you8ll *us! ignore !e+ and le! !e+ se!!le )or ano!er day, Tese

are s!a!e+en!s o) laGiness and pro&ras!ina!ionJ I) you8re a i&!i+ o) !is nega!ie +indse!. I

&allenge you !o %rea( a-ay )ro+ !is +adness no-,

3 grea! -ay )or you !o gro- pro)essionally is %y !a(ing yoursel) ou! o) !is &o+)or! Gone

and a&&ep!ing !e &allenges o) !a(ing on ne- responsi%ili!y, 5irs!. !al( !o your %usiness par!nerand asso&ia!es, Tey +ay ae so+e &rea!ie ideas !a! !ey -ould li(e !o dis&uss -i! you,

You +ig! )ind !a! !ey ae +ore in!eres! in !e %usiness !an you8d gien &onsidera!ion and

!a! !eir !oug!s +ay %e elp)ul !o you and !e %usiness oerall,

3no!er grea! -ay is %y lis!ening !o your &us!o+ers and &lien!s, Sugges!ions )ro+ an

ou!side sour&e 6espe&ially !is audien&e7 al-ays elp -en i! &o+es !o &rea!ing a %e!!er

%usiness and pro)essional li)e,

3&uire ne- (no-ledge -eneer possi%le, I!8s i+por!an! !o s!ay on !op o) !e la!es!

!rends and deelop+en!s in your )ield o) e2per!ise, ;Foogle 3ler!s< are a grea! -ay !o elp do

!is, Se! up your aler!s %y -a! is relean! !o your pro)ession, You -ill pi&( your sear& !er+s

and )ro+ !a! poin! on any ar!i&les !a! old !e !er+s spe&i)i& !o -a! you8e &osen -ill %e

upda!ed daily !o your e+ail,

En&ourage your )ello- e+ployees %y sending !ese e+ails ou! !o !e+ as -ell along

-i! any no!es and su++aries you +ay ae, Bu! also re+e+%er !o %e prepared and edu&a!ed

a%ou! !e !opi& as you +ay en&oun!er so+e ues!ions )ro+ your )or-arded in)or+a!ion,

Conc!usion

Dedi&a!ion is %y )ar one o) !e +os! i+por!an! !rai!s o) %eing a %usiness o-ner, Wi!ou!dedi&a!ion your %usiness is sure !o die a! a ery )as! and ard pa&e, You are !o!al &on!rol oer

!a!, Wi! !e rig! (no-ledge. +o!ia!ion and elp )ro+ par!ners and asso&ia!es you possess

all o) !e (eys and s(ills needed !o +a(e your %usiness run a! !op no!& per)or+an&e,

////

Chapter 3 Organization

I! is a%solu!ely ridi&ulous !o %egin a %usiness -i!ou! &learly aing a %usiness plan and

(no-ing -a! you8re doing, Wy in !e -orld -ould you open a &lo!ing s!ore and ae no

&lo!ing ready !o %e ung and sale Te ans-er is si+ple. %u! you +ay %e surprised a! o- )as!people are so ready !o %egin a %usiness !a! !ey *u+p in -i! %o! )ee! -i!ou! aing a good

plan )irs!, ?rganiGa!ion also goes %eyond a %usiness plan, I! %egins -i! you, Being

disorganiGed no! only loo(s %ad %u! i! -ill ur! you la!er -en you &an8! )ind -a! is really

i+por!an!,

Part 23 'eaping 8ithout " P!an


27/90

I!8s a -onder)ul idea !o run your o-n %usiness, Crea!ing your o-n ours. -or(ing )ull

!i+e or par! !i+e as you -is, Being !e %oss ins!ead o) aing a %oss, In&o+e &o+ing in as

-or( !roug your day a! your o-n &onenien&e, 3ll o) !ese !ings sound -onder)ul. %u! in

reali!y +os! %usiness pro)essionals unders!and !a! !is is no! al-ays !e &ase,

Te +is!a(e I8e seen +any %usiness +a(e is *u+ping in!o a %usiness -i!ou! aing a

se! plan on o- i! -ill a&!ually -or(, 3ll o) !e !ings +en!ioned preiously are and &an %e props

!o %eing a %usiness o-ner. %u! no! i) you don8! (no- -a! you are a&!ually going !o do,

I! !a(es a lo! o) ard -or(. long ours and dedi&a!ion !o prepare )or your aden!ure in

running a %usiness, Tere are +any gi++i&(s in !is -orld !o ge! you !o s!ar! a %usiness and

+ainly dedi&a!ed !o -o+en -o loo(ing !o -or( )ro+ o+e, Te %ene)i!s loo( so !e+p!ing !a!

!ey rarely no!i&e !e sar(s in !e -a!er %e)ore !ey !urn and say ;'o !an( you


28/90

day, To !in( o!er-ise is *us! si+ply unrealis!i&, You &an o-eer si+pli)y your plan %y

organiGing your daily s&edule,

Be)ore you %egin your day. ealua!e your day, You +ay een do so a! !e %eginning o)

ea& -or( -ee(, Flan&e oer your s&edule )or !e -ee( on a planner. -e!er %e a pysi&al

%oo( !a! you see in )ron! o) you and -ri!e in -i! a pen. +ar(er or pen&il or an online &alendarsu& as your Foogle Calendar, Wa! does !e %eginning o) ea& -or( day loo( li(e Do you

-a(e up and si! do-n a! your des( only !o )ind yoursel) &o+ple!ely los! in !e &aos ?r are you

!e person -o gra%s !e )irs! !ing o)) o) your To Do Lis! -i!ou! no!i&ing i!8s leel o)

i+por!an&e

4eie- ea& !as(s leel o) i+por!an&e and organiGe your +ee!ings a&&ording !o

i+por!an&e, 3d*us! ea& as i!8s ne&essary, 9a(e sure !o !a(e &are)ul &onsidera!ion !o !e

i+por!an! !as(s so !a! !ey are no! )orgo!!en !rougou! !e %usy day or -ee(,

Brea( your -or( day in!o %lo&(s o) i+por!an&e, 'eer allo- yoursel) +ore !an )i)!een or

!ir!y +inu!es o) So&ial 9edia !i+e. een !oug i! &an %e %usiness rela!ed So&ial 9edia &an

%e&o+e a large dis!ra&!ion i) you8re no! &are)ul, S!ay a-ay )ro+ easy !as(s su& as &e&(ing

e+ail. replying !o T-ee!s and sur)ing !e -e% un!il your s&edule as %een organiGed, Tese

s+all !as(s !a! +ay see+ li(e !ey !a(e only se&onds !o &o+ple!e &an a&!ually !a(e up !o

nine!y +inu!es o) your !i+e -i!ou! you een realiGing i!,

Part 25 Oscured Concept O) %ime

Being la!e !o een!s and +ee!ings &an %e&o+e a %ad a%i! i) you8re no! &are)ul, I! &an

ruin your repu!a!ion. genera!e la&( o) !rus! in i+por!an! rela!ionsips and resul! in loss o)%usiness deals, Een so+e!ing as si+ple as %eing a )e- +inu!es !o eery +ee!ing -ill ae a

nega!ie long !er+ e))e&!, Tis sould %e aoided a! all &os!,

Tere are -ays !a! you &an %e!!er prepare yoursel) !o elp preen! si!ua!ions li(e !ese

)ro+ o&&urring, 5irs! you sould oeres!i+a!e your !i+e, I!8s %e!!er !o %e early or rig! on !i+e )or

all o) your +ee!ings and een!s ra!er !an !o %e la!e, Se! your &alendar )or !en +inu!es %e)ore

!e s&eduled !i+e so !a! you8ll %e in !e +indse! o) a&!ually %eing !ere early ra!er !an rig!

a! !e !i+e originally e2pe&!ed,

Se! your &lo&(s )or )ie +inu!es aead, Tis -ill allo- )or !i+e !o ga!er yoursel) and

%elongings as -ell as !i+e )or !rael in &ase you sould ae !o !a(e any une2pe&!ed de!ours,Wen you are running early. you -ill %e +ore &al+ and ga!ered in your !oug!s, You &anno!

-or( produ&!iely and %e in a %usiness +indse! i) you are &on&erned -i! !i+e,

9any people are la!e %e&ause !ey si+ply do no! ae !e !i+e in !eir s&edule !o do

eery!ing !a! needs !o %e done, Tis &an %e soled %y si+ply no! doing as +u& and *us!

saying no, Wen you )igure ou! -a! !e priori!ies are and *us! do !ose. your s&edule -ill


29/90

%e&o+e a lo! +ore )ree and organiGed allo-ing )or %e!!er !i+e !o ge! you -ere you need !o %e

on !i+e,

Sel) a&(no-ledge+en! is !e +os! i+por!an! s!ep !o %eing on !i+e and &rea!ing a good

a%i! o) doing so, Wen you )igure ou! )or yoursel) !e -y8s o) your la!e !i+ing a%i!s. you -ill

%e a%le !o &orre&! !e+, Crea!e and organiGe your s&edule !e -ay you &oose !o lie, Le! i!re)le&! your li)e,

Part 26 Catastrophic -nvironment

Your o))i&e is your %usiness san&!uary, Te pla&e -ere you &an %e organiGed and ge!

all o) your -or( done in a )as! and produ&!ie +anner, Ho-eer -e8d all li(e )or !is !o %e !rue

and as good as i! sounds. -e (no- !a! i! *us! si+ply is no!, ?ur -or( eniron+en! &an %e&o+e

ui!e +essy and dull !rougou! our %usy -or( day and -e don8! al-ays ae !e !i+e !o (eep i!

as !idy as -e8d li(e, Bu! !ere are -ays !o %a!!le !is +ess and &rea!e a %e!!er eniron+en!,

Wen your o))i&e is a +ess. you -ill )ind yoursel) dis!ra&!ed, 'o! !o +en!ion you &ould

lose alua%le !ings !o your -or( day, You -ill )ind yoursel) spending +ore !i+e loo(ing )or an

i!e+ and possi%ly running la!e -ile doing so, Do you see o- !is +essy eniron+en! &an

sno-%all in!o a &a!as!ropi& +ess )or your %usiness

Begin -i! ui&( a&&ess !o essen!ial i!e+s, ?rganiGe your area so !a! !e essen!ials

you -ill need are rig! -i!in rea&, Wile doing !is. &rea!e a spe&ial area !a! you -ill pla&e

!e days %elongings in so !a! you -ill no! %e sear&ing )or !e+. rig! %e)ore a +ee!ing,

3 %e!!er de&ora!ed -or( area -ill rela2 your +ind and gie you !e drie you need !o

a&!ually ae !e -an! !o &o+e !o -or(, Hide your &a%les so !a! !ey aren8! seen, Ca%les &an%e +essy and gie your +ind a sense o) e2!ra -or( !o &lean i! up, Hang pi&!ures and ar! o)

inspira!ion. as -ell as your a&&o+plis+en!s, 3dding lie plan!s -ill elp !e o2ygen &ir&ula!e

!rougou! !e roo+ and +a(e your )eel as i) you are less li(e you are >&ooped up8 in an o))i&e

spa&e,

Wen i! &o+es !o !e&nology. &lean up your &lu!!er, Using progra+s su& as DropBo2

and SugarSyn& 6-i& are online progra+s !o elp sor! your i!e+s7 -ill elp you re+ain

organiGed -i! your )iles, 9a(e sure !a! you also au!o+a!e o) your opening and &losings !o !e

apps on your &o+pu!er, Tis -ill elp re+oe any allo!!ed !i+e !a! isn8! ne&essary )ro+ your

-or( day,

Part 2# !ogging +s or oredom

The influence of blogging is overall a very positive force in the media.

-1arrett 1raff


30/90

I) you8re %usiness is no! already %logging. !en you sould &onsider doing so, Do no!

!in( o) %logging )or !ose -o are %ored or loo(ing )or re&ipes, Tere are %usiness o-ners -o

do no! alue !e i+por!an&e o) %logging. %u! sould, 9ay%e you8re a %usiness o-ner -o

doesn8! )eel li(e !ey ae !e -ri!ing !alen! or !i+e !o pull i! o)) ?r you +ay )all under !e

&a!egory o) +any o!ers -o )eel li(e %logging -ill *us! no! %ring !e alue !o !e &o+pany )or

!e !i+e !a! i! !a(es !o do so,

Learn !o e+%ra&e !e po-er o) &on!en! )irs! and )ore+os!, Blogging isn8! only a%ou!

&a!&ing !e eye o) readers, I!8s a%ou! learning and edu&a!ing !e )a&!s !o o!ers, I!8s also a%ou!

%usiness, Tere are +any %ene)i!s !o your %usiness -en i! &o+es !o %logging,

5irs! !ere is !e %ene)i! o) s!aying up !o da!e -i! !e la!es! in !e&nology and re&alls )or

your %usiness8 produ&!s and seri&es, 'o! only are you in)or+ing your readers o) !is

in)or+a!ion. %u! you are also %eing )or&ed !o &rea!e a good a%i! o) (eeping up !o da!e -i!

!ese i+por!an! issues yoursel),

'e2! you -ill )ind !a! you -ill ae an ans-er )or any ues!ion regarding your %usiness

!a! &an %e !ro-n your -ay, In grade s&ool your !ea&ers +ay ae as(ed you !o !a(e no!es

during presen!a!ions and le&!ures, Te poin! in !is -asn8! !o %ore you !o sleep. i! -as o-eer

!a! -en you -ri!e so+e!ing do-n you are a%le !o a%sor% !e in)or+a!ion %e!!er,

You +ay also )ind !a! %y %logging you -ill %e&o+e a %e!!er !ea&er !o your &lien!s, Tis

is good espe&ially i) you are so+eone -o as a ard !i+e e2plaining a su%*e&!, By s!udying

and %logging your resear&. you -ill )ind !a! your pu%li& spea(ing -ill %e&o+e easier -i! eery

ar!i&le -ri!!en, You -ill also )ind !a! you &an &rea!e a &us!o+er poin! o) ie-. seeing +ore

&learly )ro+ !eir perspe&!ie,

Tere -ill also %e o&&urren&es -ere your &o+pany -ill &o+e a&ross a lead !a! isn8!

ui!e ready )or your &o+pany8s produ&!s or seri&es, 5a&! is !a! !e +ore !i+e you spend -i! a

&onsu+er !a! isn8! ready )or your seri&es. !a! is less !i+e you are !a(ing a-ay )ro+ a &lien!

-o is, Wi! !oday8s !e&nology. &o+panies are no- a%le !o !ra&( !e is!ory o) !eir leads as

)ar as !o -a! &on!en! !e &lien!s are ie-ing on !eir -e%si!e is &on&erned, Consolida!e all o)

your %log8s &on!en! -i! eery aspe&! o) your sales +e!od,

Part 2$


31/90

9isuse o) &o++on resour&es are dele!erious !o a %usiness -en a%used %y e+ployees

or i!8s o-n %usiness o-ner, Bri%ery. peddling %y in)luen&e and +anipula!ion o) pri&e di))eren&es

as -ell as )inan&ial s!a!e+en!s are all -ays !a! a &o+pany &an )a&e )inan&ial )raud,

Barnes R 'o%le. Yaoo and 3+aGon are all a+ong !e &o+panies -o ae %een

a))e&!ed %y %usiness )raud, We!er you )all under !e )or!une )ie=undred &a!egory or are as+all lo&al &o+pany o) only a )e- e+ployees. you +ay %e )a&ed -i! e+ployer )raud -e!er i!

%e )ro+ an ou!side sour&e or an e+ployee a&(er,

'o %usiness grea! or s+all. is i++une !o )raud, Ho-eer !ere are -ays !a! you &an

preen! !is )ro+ appening !o yours, Co+pany loss )ro+ %usiness )raud in !e Uni!ed S!a!es

alone are e2pe&!ed !o es!i+a!e -ell oer A00 %illion annually in a&&ordan&e -i!

e+%eGGle+en! a&&oun!ing. !a! add up !o oer 100 +illion in annual losses,

To a s+all %usiness o-ner !ese nu+%ers -ill see+ )airly ig and ou! o) rea& !o !eir

indiidual &o+panies in&o+e, You +ay %e surprised !oug a! *us! o- ig !e a+oun!s &an

rea& -en i! &o+es !o -a! -as on&e a !rus!ed e+ployee. %usiness asso&ia!e or &us!o+er and

)raud, Te nu+%ers &an !riple rig! %e)ore your eyes and %e )a&ed -i! %an(rup!&y or een +ore

so !rou%le -i! !e I4S,

Tere are personali!y !rai!s you &an loo( )or !a! -ill elp you !o preen! %usiness )raud,

Te personali!y !rai!s +ay )all under !e )ollo-ing= su& as oer &on)iden&e in sel) -or!.

e2aggera!ion in a&&o+plis+en!. pa!ologi&al lying and )ailure in a&&ep!ing responsi%ili!y o)

ones a&!ions,

Do+inan! !ypes o) )raud &o++i!!ed are e+%eGGle+en! o) )inan&e as -ell as !e)! o)

&o+pany proper!y, To elp preen! !ese )ro+ appening. %e sure !o (eep &lose eyes on+isuse o) !rael e2penses. &o+pany proper!y and unau!oriGed use o) en!er!ain+en! e2penses

or &o+pany &redi! &ard usage, By !a(ing !e e2!ra !i+e !o +oni!or !ese !ings. you -ill possi%ly

sae your &o+panys )inan&ial )u!ure,

Part 2& %he egative Compan= Pro)i!e

Tin( a%ou! your resu+e )or a +o+en!, Wa! does i! in&lude Wen &rea!ing a resu+e.

I8+ sure you -ere &on&en!ra!ing on &ons!ru&!ing one !a! -as i+pressie and +ade !o s!and ou!

)ro+ !e res!, You sould !in( o) your &o+pany pro)ile *us! !e sa+e,

Ous! li(e your &o+pany8s repu!a!ion. your &o+pany pro)ile sould a&uire !e sa+e

!rai!s= i! sould %e posi!ie and ini!ing )or !e &us!o+er !o re!urn !o your seri&es, Your

&o+pany pro)ile is -a! your &lien!s -ill see as a -ole )or your %usiness, Tis -ill in&lude your

&o+pany8s is!ory. i!8s nu+%er o) e+ployees. !e uali!y o) !e e+ployees.. pas! and &urren!


32/90

su&&ess. !e &ondi!ion o) !e produ&!s and seri&es and !e organiGa!ional and +anage+en!

s!ru&!ure,

You +ay no! !in( !a! your &lien!s loo( a! all o) !ese !ings. %u! !ey do= as -ell as

po!en!ial e+ployees, I!8s no! un&o++on )or a *o% see(er !o ealua!e a &o+pany %e)ore !ey are

&onsidered )or an in!erie-, Li(e your &us!o+ers. )u!ure e+ployees !a(e a &o+panys pro)ile in!oig &onsidera!ion %e)ore !ey &on!inue !o s!rie )or a long !er+ &o++i!+en!,

Te &o+pany pro)ile de!er+ines !e repu!a!ion. so !ry !o unders!and !is &learly so !a! i!

isn8! &on)used, I! is -i!in !e &o+pany8s pro)ile !a! olds !e po-er !o dire&! !e repu!a!ion.

een i) i! is already nega!ie, 3 posi!ie &o+pany pro)ile &an +ore ui&(ly oer&o+e and )i2 a

nega!ie repu!a!ion. !an one -o as a pro)ile is!ory !a! is nega!ie,

Tere are al-ays ne- &an&es arising !o )i2 your &o+pany pro)ile sould so+e!ing go

-rong, 'e- ader!ise+en!s. ne- +anage+en!. ne- s!a)). ne- euip+en! and upda!ed !raining

+a!erials are al-ays op!ions you &an !a(e !o &rea!e a %rig!er pro)essional is!ory, Te

)or!una!e !ing a%ou! repu!a!ion is !a! i! -on8! las! )oreer i) you a&(no-ledge and )i2 i! rig!

a-ay, 3 &o+pany8s is!ory o-eer -ill. %u! !e pro)ile &an %e ad*us!ed a! any !i+e,

Part 3* Remaining Organized

Fe!!ing organiGed and re+aining organiGed are !-o &o+ple!ely di))eren! and ery

i+por!an! !as(s, I!8s -onder)ul !o %e&o+e organiGed, I! gies us a sense o) re)res+en! and

&lari!y, Te )eeling -e ae -ill ge! adrenaline going and suddenly -e %e&o+e +ore produ&!ie,

Bu! %e)ore -e (no- i!. our -or(spa&e &an %e&o+e ui!e disas!rous,

Wen your -or( spa&e as %e&o+e &a!a&lys+i&. our energy no longer )lo-s )reely andour +ood %egins !o &ange, In re!urn our produ&!ii!y slo-s !i+e as -ell as our !i+e %e&ause

-e !end !o lose i+por!an! i!e+s -e need. -i& &ould no! only slo- do-n our s&edule %u!

&ould &ause our +ood !o des&en! as -ell,

4e+aining organiGed needs !o %e&o+e a ne- par! o) li)e, Crea!e a dis&ipline !o elp !e

-or(spa&e a%ide as a &lean and produ&!ie area, Use la%els. +ail%o2es. )ile &a%ine!s and +os!

i+por!an!ly !a(e !e !i+e !o use !e+,

I!8s %een said !a! eery o+e as !a! one spo! -ere all e2&essie i!e+s are !ro-n, I)

your s&edule only allo-s )or you !o organiGe your >&lu!!er pile8 on&e a -ee(. !en )i! i! in!o your

-or( day and do so, Sould you need !o ire so+eone !o elp you re+ain organiGed. do !a! as-ell, 3 &lean o))i&e -ill no! only elp you s!ay produ&!ie %u! i! -ill also gie you a sense o)

pride and a&&o+plis+en! and gie a good i+pression !o your &lien!s as -ell,

Conc!usion


33/90

3 &a!alogued s&edule. de!ailed %usiness plan and &lean eniron+en! a! are all a s+all

par! o) &rea!ing !e organiGed pro)essional li)es!yle !o (eep your en!usias+ and -or()lo-

s!eady, I! -ill !a(e de!er+ina!ion and )o&us !o re+ain organiGed. do don8! allo- nega!ie

!oug!s !o slo- you do-n or &rea!e !oug!s !a! -ill s!op you )ro+ +ain!aining !e

organiGa!ion you need,

////

Chapter 4 Customer Service

Te old -ies !ale !a! !e &us!o+er is al-ays rig! is par!ly !rue, Te &us!o+er is rig! in

aing !eir o-n opinion. and i! is *us! !a! )a&! !a! -ill %ring in old and ne- %usiness, You +us!

lis!en !o !eir &on&erns and unders!and o- -a! you8re selling -ill %ene)i! !e+, To realiGe !a!

al!oug you ae a %usiness. i! is no! a%ou! you %u! a%ou! !e+ %e&ause -a! you8re selling is

)or !e+. is !e ul!i+a!e realiGa!ion as a %usiness o-ner,

Part 31 "ssuming %he= "ren0t +nterested

Wen you are +ar(e!ing your seri&es you are e2pe&!ed !o &on&en!ra!e on !e iges!

olu+e o) audien&e !a! is e2pe&!ed !o -an! and need -a! you ae !o o))er, You sould no!

o-eer. )orge! a%ou! !e +inori!y -o you -ould no! e2pe&! -ould need !e+. %u! do, Tis is a

ery &o++on +is!a(e !a! is o)!en +ade and in re!urn +any %usiness sales ae %een los! -i!

!e -ind,

'o! eeryone !in(s !o !al( a%ou! !eir %usiness. produ&!s or seri&es espe&ially -en

you8re a! an een! li(e a li!!le league ga+e )or e2a+ple, Se! !e +ind)ra+e )or yoursel) !a!po!en!ial &us!o+ers are eery-ere, I) you ae a %usiness rela!ed sir!. %ase%all &ap. %ag or

pen use !e+ and !a(e !e+ -i! you -ereer you +ay go,

By doing !is. you are silen!ly ader!ising, Spea(ing a%ou! your %usiness -i!ou! eer

aing !o say an a&!ual -ord, 3nd ye!. een !oug you are doing !ese !ings you +ay ae

!e silen! &us!o+er -i& is in!eres!ed %u! says no!ing, 5or !is reason alone you +ay %e

losing ou! on a sale,

Do no! assu+e !a! !e people you are surrounded %y aren8! in!eres!ed in -a! your

%usiness as !o o))er *us! )or !e preious reasons, Ous! %e&ause !ey don8! a&(no-ledge your

silen! ader!ise+en!s or don8! )all under !e &a!egory o) your !arge!ed audien&e. doesn8! +ean!ey donQ!8 ae a need )or your seri&es or (no- so+eone -o does,

Een !oug grand+a +ay no! ae a need )or your repu!a!ion +ar(e!ing. se +ay

ae a neig%or -o *us! )i2ed er se-ing +a&ine and is in grae need o) so+e elp suppor!

)or !eir %usiness, Bu! o- -ill you (no- unless you e2plain your %usiness or si+ply as( I!8s

si+ple. you -on8!,


34/90

Sould you &oose !o re+ain silen! and neer as( ues!ions or assu+e !a! !e person

isn8! in!eres!ed. you -ill !en !a(e !e op!ion o) losing %usiness deals %e)ore !ey eer ad !e

&an&e !o &lose= or %egin,

Part 32 %reat Your usiness 'ie " 9arage Sa!e

Sould %e in !e %usiness -ere re!ail as !e upper and !o your su&&ess. neer !rea!

your i!e+s as i) you -ere os!ing a garage sale, You are running a %usiness and no! a sale in

)ron! o) your o+e, Unless you -is !o %e&o+e !e %usiness -i! !e repu!a!ion !a! is a

&o+ple!e -al(=oer and la&( respe&! -i!in your &o++uni!y. you sould neer sell in re!ail in an

unpro)essional +anner,

You -ill no! earn !e respe&! you need as a %usiness o-ner %y running a %usiness as i)

i! olds no i+por!an&e, Carge !e proper !a2es. do no! %argain -i! your pri&es unless you

ae s!ri&! pri&e +a!&ing poli&ies. neer pu! !e +oney in your po&(e! ins!ead o) a proper &as

dispenser and do no! !rea! any one &us!o+er +ore spe&ial !an !e res!,

'o! only -ill you %e opening yoursel) and %usiness up )or a %ad repu!a!ion. you -ill also

%e -el&o+ing !e dra+a and anguis o) %e&o+ing a i&!i+ o) ro%%ery, You &anno! e2pe&! !o %e

!a(en serious in any -ay i) you sould le! any &us!o+er pus you oer -i! your %usiness,

4e+e+%er -en !o old your au!ori!y and al-ays !rea! your %usiness. li(e a %usiness,

3lso (eep in +ind !a! ru+ors spread li(e -ild)ire on a o! and dry day, By doing a )aor )or one

&us!o+er. you -ill soon %e e2pe&!ed o) !a! %y +any, Word o) +ou! is %y )ar one o) !e

easies!. )as!es! and +os! un&on!rolled -ay o) ader!ising. and you don8! -an! nega!ie pu%li&i!y

a! any &os!,

Part 33 +gnore %he Specia! %reatment

Wen you -ere a &ild. o- did i! +a(e you )eel !o re&eie a &ard in !e +ail s!a!ing you

&ould &o+e in )or a )ree i&e &rea+ or piGGa )or your %ir!day I) you -ere one o) !e lu&(y ones

-o go! one o) !ose. you (no- !a! !e )eeling -as a-eso+eJ I! +ade you )eel spe&ial and

gae your %ir!day !a! e2!ra (i&( o) appiness !o +a(e !e day een +ore grea!, Ho- a%ou!

!a(ing so+e adi&e )ro+ old s&ool pro)essionals I!8s !i+e !o do *us! !e sa+e )or your o-n

&us!o+ersJ

Do no! ge! so -rapped up in your -or( !a! you )orge! !o le! your &us!o+ers. and

po!en!ial &lien!s. *us! o- i+por!an! !eir %usiness is !o you, Ta(e !e !i+e !o personally !an(

!e+, You &an do !is %y sending !e+ a &ard ei!er pysi&ally !roug snail +ail or online. or

!rea!ing !e+ !o a gi)!, By doing !is. you are giing !e+ !a! sa+e sense o) appre&ia!ion as !e

young &ild -o -as loo(ing )or-ard !o !a! )ree i&e &rea+ sundae,


35/90

I) you aren8! a%le !o do i! yoursel). ae your e+ployees or assis!an! &rea!e a spe&ial

&alendar )or %usiness anniersaries and %ir!days !a! -ill re+ind you o) !ese i+por!an! da!es,

3no!er reason !o so- !e+ appre&ia!ion is a)!er a +ee!ing. een i) a deal as no! %een

&losed, Tis -ill %e )ound as respe&!)ul and you +ay %e re+e+%ered in !e )u!ure sould a

si!ua!ion arise -ere your seri&es are needed,

Part 34 ot Recognizing Potentia! Customers

Te !i+id %usiness o-ner -ill %e !e one !o oerloo( po!en!ial &lien!s, Do no! %e a)raid !o

lis!en and lis!en &o+ple!ely, Tere are (eys !a! -ill open !e door )or you !o %egin a %usiness

deal %u! i! is up !o you !o re&ogniGe !e+ and open !ose doors,

In eer &asual &onersa!ion !ere are a! leas! !-o oppor!uni!ies )or you !o re&ogniGe

!ese &ues and &allenge !e+ -i! your !al(ing a%ou! your %usiness, Wen !al(ing !o so+eone

you (no- ou!side o) -or( or -i! -o+ you *us! +e!. le!8s say a! !e gy+. i!8s easy !o no! !in(

a%ou! your %usiness, 3l-ays s!ay in a %usiness +indse!,

Te !eenager you *us! spo(e -i! -ile s!anding in line )or !e roller &oas!er +ay %e

see(ing a par! !i+e *o% and is possess8 !e %asi& s(ills needed )or !e assis!an!s posi!ion you

ae %een &onsidering iring )or, ?ppor!uni!ies )or you %usiness are eery-ere %u! i! is your

*o% !o re&ogniGe and u!iliGe !e+,

Tis is no! !e sa+e as assu+ing so+eone is no! in!eres!ed, By assu+ing !ey are no!

in!eres!ed you ae already &onsidered !al(ing -i! !e+ a%ou! your pro)essional &areer and

op!ed ou! o) going any )ur!er -i! !e &onersa!ion, By no! re&ogniGing !e (ey-ords. you are

+issing !e oppor!uni!y !a! as already %een presen!ed !o you,

Try &allenging yoursel) %y -ri!ing do-n )ie sen!en&es and )ie (ey-ords !a! +ay >ring

a %ell8 -ile aing a &asual &onersa!ion, 3)!er you -ri!e !e+ do-n. don8! *us! si! !e+ aside,

4ole play -i! ano!er person so !a! you ae pra&!i&e and -ill %e +ore a-are !e ne2! !i+e

you ear !e+,

Part 35 "voiding >uestions

'uccessful people ask better 2uestions, and as a result, they get better answers.

-Tony $obbins

I!8s inei!a%le !a! you are going !o %e )a&ed -i! ues!ions !rougou! your pro)essional

&areer, You &an &oose !o )a&e !e+ and ans-er a%rup!ly. or you &an sy a-ay, Te o%ious

ans-er is !a! you -an! !o ans-er all ues!ions !o !e %es! o) your a%ili!y, 9ee! !e ues!ions

ead on and -i! au!ori!y le! !e &us!o+er (no- !a! you are !e %es! in !e %usiness )or -a!

you do,


36/90

Ta! isn8! al-ays !e &ase o-eer and !e )a&! is !a! &an a&!ually %e so+e!i+es ou! o)

your &on!rol, Tere -ill %e !i+es -en ues!ions -ill arise !a! you -ill no! ae an ans-er !o,

Bu! i! is no! o(ay !o si+ply aoid !e+, Wi! (no-ledge and pra&!i&e !ere -ill no! %e a ues!ion

you -ill no! %e a%le !o ans-er ui&(ly and do+inan!ly,

You sould also no! %e a)raid !o as( ues!ions, 'o +a!!er -a! you are selling. yousould al-ays %e &urious and edu&a!ed a%ou! your &us!o+er, Te +ore you (no- a%ou! !e+

and -a! !ey are see(ing. !e %e!!er &an&e you -ill ae a! +a!&ing !e+ -i! !e rig! )i! )or

your seri&es and &losing !e deal,

3l-ays re+e+%er !e -o. -a!. -en. -ere. -y and o- -en spea(ing -i! your

&lien!, Tere is no!ing -rong -i! as(ing ues!ions. as ues!ions -ill ge! you one s!ep &loser !o

-ere you need !o %e in your %usiness deal, Tere are +any &us!o+ers -ill as( ues!ions in

re!urn su& as -y you need !o (no- !e ans-ers. %u! you si+ply reassure !e+ !a! i! is )or

%usiness purposes only,

3lso you sould neer ae )ear -en i! &o+es !o as(ing ues!ions !o your e+ployees

or your +en!ors, Your e+ployees ae alua%le in)or+a!ion !a! you need !o pro!e&! and +a(e

your %usiness gro- and your +en!ors are !ere !o elp, Your +en!ors &anno! gie you !e

ans-ers you need unless you are -illing !o as(,

Part 36 %he Customer +s "!(a=s Right

Ba&( in !e days -en our grandparen!s -ere i(ing !en +iles in !e sno- !o ge! !o

s&ool. !e saying ;!e &us!o+er is al-ays rig!< +ay ae %een ery li(ely !rue, ?r. li(e in

&urren! !i+es !oday i! ery -ell +ay no! ae %een !rue %u! ra!er ye! a &on!rian&e !o +a(e

sure !a! !e &us!o+er re+ained sa!is)ied ou! o) )ear o) losing !eir seri&e= no +a!!er !e loss)or !e &o+pany,

Te )a&! is !a! !e &us!o+er is no! al-ays rig!, 3l!oug !is isn8! so+e!ing !a!

sould %e announ&ed !o a &us!o+er sould !ere %e &on!roersy. i! sould %e re+e+%ered,

Beliee i! or no! !ere are going !o %e disones! &us!o+ers !a! -ill &ross your pa! during your

pro)essional &areer, Despera!e !i+es -ill &ause een !e earnes! o) &o++uni!y +e+%ers !o do

!ings !a! !ey -ould no! nor+al do as a par! o) surial,

Een !oug i!8s o(ay !o &orre&! a si!ua!ion !o please a &lien!. you sould no! do so i) you

%eliee !a! !e &lien! is one &learly -rong and !-o i! -ill ar+ your %usiness )inan&ially,

4e+e+%er !a! repu!a!ions are easily ad*us!ed -i! proper elp and %eaior so don8! allo- !iss!op you )ro+ doing !e rig! !ing ei!er,

Ealua!e eery si!ua!ion and !a(e as +u& !i+e as needed, I) you &an )eel yoursel)

%e&o+ing !oo e+o!ionally &aug! up in a &onersa!ion. don8! esi!a!e !o !ell !e &us!o+er !a!

!i+e -ill %e needed !o e2a+ine !e si!ua!ion )ur!er, Despi!e !e leel o) )rus!ra!ion on !eir par!.

i!8s i+por!an! )or your %usiness8 )u!ure !a! you re+ain &al+. &ool and &olle&!ed and andle

eery si!ua!ion posi!ie or nega!ie in !e +os! pro)essional -ay as possi%le,


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Part 3# o Customer 'ist

I) you do no! already ae a &us!o+er lis!. i!8s i+por!an! !a! you %egin !o &rea!e one

!oday, In !e &ase !a! one doesn8! already e2is! )or you. i!8s %e&ause o) one reason= you are

si+ply no! as(ing, Don8! %e a)raid !o as( )or personal in)or+a!ion or &olla%ora!e !e in)or+a!ionalready proided and add !e+ !o your &us!o+er %ase, Fro-ing a &us!o+er lis! is one o) !e

+os! i+por!an! !ings you &an do )or a %usiness,

Wi!ou! aing a &us!o+er lis! you are re)raining yoursel) )ro+ gro-ing your &us!o+er

%ase in !e )u!ure, You -on8! %e a%le !o &on!a&! !e+ )or spe&ials on !eir %ir!days or

anniersaries. )ollo- up -i! !e+ a)!er +ee!ings or seri&es are rendered. or !ou& %ase -i!

!e+ sould !ey de&ide !o )ollo- up -i! your )or seri&es la!er,

Te %asi&s !a! you sould (no- )or your &us!o+er lis! are as )ollo-s:

1, Teir na+e

#, Teir %usiness na+e 6i) aaila%le7

$, Purpose o) +ee!ing -i! !e+ 6in&luding !i+eNda!e o) +ee!ing7

@, Seri&es !ey are in!eres!ed in

A, Pri&es es!i+a!ed or pri&e ad*us!+en!s !a! -ere +ade

, Con!a&! in)or+a!ion

, Con!ra&! de!ailsNre&eip! in)or+a!ion

, 3ny addi!ional no!es ne&essary

Te &us!o+er lis! &an %e a paper lis! !a! you ae pysi&ally s!ored in a )ire sa)e pla&e.

or ia your &o+pu!er or o!er ele&!roni&, Te +os! &o++on -ay !o s!ore a &us!o+er lis! in

&urren! !i+es -ould !o &rea!e an e2&el see! !roug a progra+ su& as in your FoogleDo&u+en!s,

Part 3$


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M Wa! areas do !ey lie in or ae a %usiness in

M Wa! +a(es +y produ&!sNseri&es in!eres!ing !o !e+

M I) I -ere !is audien&e. -y -ould I -an! !o pur&ase -a! I ae !o sell

M Ho- do I +ar(e! !o !is audien&e in !e iges! per)or+an&e )a&!or 6So&ial 9edia. e!&,7

?n&e you ae !e ans-ers !o !ese ues!ions. you -ill !en %e a%le !o ae a +u&&learer unders!anding o) -a! !arge! audien&e is in !e +os! need o) -a! you ae !o o))er,

Part 3& +gnoring Your Diverse Customer ase

?n&e you (no- -o your !arge! audien&e is. you &an %egin !o e2pand your +ar(e!ing !o

your dierse &us!o+er %ase, 9any %usiness o-ners negle&! !o de)ine and re&ogniGe !is less

spo(en o) &a!egory o) &us!o+ers,

In !oday8s -orld i!8s al+os! inei!a%le !a! you -ill %e -or(ing in a +ul!i&ul!ural &us!o+er

seri&e eniron+en!, Your a%ili!y !o +ar(e! your %usiness and deal -i! di))eren! %eaiors )ro+

&us!o+ers -ill &learly %e &allenged, Tis is %e&ause you are +ore li(ely !o &o+e in &on!a&!

-i! people )ro+ di))eren! %elie)s. &ul!ures and %a&(grounds, You -ill en&oun!er pro%le+s

unless you &ange your leel o) diersi!y ignoran&e,

Be&ause !is -orld is so dierse in !ose !ree spe&i)i& -ays. %eaiors -ill also ary, I!

is your responsi%ili!y !o send posi!ie +essages !o your &us!o+ers !roug your a&!ions and

a!!i!ude, You +ay !in(. %u! aren8! all &us!o+ers !e sa+e Te ans-er is a%solu!ely no!J Tere

are &ul!ures. people or %eaiors !a! are ali(e, I) you are no! prepared !o +anage !e

di))eren&es. you are +ore li(ely !o e2perien&e poor &us!o+er seri&e. anger and in !e -ors!

&ase s&enario loss o) %usiness,

Part 4* -.pecting %he Customer %o Come %o You

The best customer service is if the customer doesn*t need to call you, doesn*t need

to talk to you. It just works. -#eff 3e4os

Wen running a %usiness i!8s i+por!an! !a! you +ar(e! yoursel) -ell, 3 )reuen! +is!a(e

!a! +any %usiness o-ners +a(e 6no +a!!er o- long !ey8e %een in %usiness7 is allo-ing

!e+seles !o pro&ras!ina!e -ile !in(ing !a! !e &us!o+er -ill *us! &o+e !o !e+ as needed)or produ&!s and seri&es, Bu! o- &an a &us!o+er &o+e !o you. i) !ey don8! (no- a%ou! you

I!8s ery easy !o )orge! a%ou! a %usiness !a! isn8! -ell dressed in +ar(e!ing -i! a

popular repu!a!ion, 'o +a!!er o- +u& you !in( your %usiness is -or! &o+ing !o -en

needed. i) you8re no! !oug! o) a! leas! on&e a -ee(. !en you -ill surely no! ge! !e &us!o+er

!o &o+e !o you ins!ead o) !e &o+pe!i!ion -i!ou! so+e e))or!,


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Te +ore e))or! you +a(e. !e %e!!er your &an&es -ill %e !o rea& !e &us!o+er and

grasp !eir %usiness, Don8! le! oppor!uni!y slip !roug your )ingers %e&ause you -ere !oo

&on)iden! in your %usiness !o pu! ou! !e e2!ra a!!e+p! !o rea& your !arge! audien&e,

4e+e+%er. your *o% resul!s -ill so- in !e -or( you pu! in!o your %usiness,

I! see+s ery una!!ra&!ie !o a &us!o+er i) you +a(e no e))or! )or !eir a!!en!ion, Tey-ill surely end up going !o a &o+pe!i!or -o !rea!s !e+ as i) !ey are !e nu+%er one priori!y.

in -i& !ey sould )eel !ey are, 5a&! is !a! !e &us!o+er is no! going !o &o+e !o you i) !ey

do no! !in( !a! !eir %usiness is un-an!ed a! your &o+pany,

In !e &ase !a! you !in( you are si+ply !oo %usy !o rea& ou! !o your &us!o+ers. +a(e

i! a priori!y !o &rea!e a lis! and deo!e !ir!y +inu!es eeryday !o your +ar(e!ing e))or!s !o !ose

you alue !o your %usiness, By !a(ing !is !i+e eery single day. you -ill see posi!ie resul!s

a)!er !e )irs! !ir!y days,

I) you are no! seeing !e resul!s !a! sa!is)y you %y !a(ing !is !i+e allo-an&e. !en

&ange your ga+e plan and %egin again, 9a(e sure you do !is religiously and don8!

pro&ras!ina!e, Te &us!o+er -ill no! al-ays &o+e !o you and souldn8! %e e2pe&!ed !o you, i!8s

up !o you !o gro- your &us!o+er %ase %e&ause a)!er all. -i!ou! your &us!o+ers you -ould ae

no need )or opes in %usiness gro-!,

Part 41 o ;%r= e)ore You u=0 Option

9any &us!o+ers e2pe&! a >Try i! %e)ore you %uy i!8 op!ion %e)ore !ey &o++i! !o a

pur&ase, Tis isn8! reuired )or eery %usiness and as a +a!!er o) )a&! I ae )ound !a! )e-

o-ners in !e pas! ae a&!ually op!ed ou! o) aing any (ind o) sale. &oupon or any!ingre+o!ely )ree o))ered !o !eir &us!o+ers= as !ey )eel !is !a(es a-ay )ro+ !e alue o) -a!

!ey ae !o o))er !roug !eir %usiness,

You sould neer )ear a-ay )ro+ !e !oug! o) giing a-ay any!ing )or )ree,

Cus!o+ers are dra-n !o -a! !ey are o))ered and so+e are a&!ually )la!!ered %y !e !oug! o)

!e spe&ial s!a!us !ey )eel -en re&eiing so+e!ing o) alue, Tis isn8! a reuire+en! )or your

%usiness as +eans. %u! &an elp you &rea!e a &us!o+er %ase espe&ially -en you are

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