Articles by Scott Manning

When you are doing “every-thing” but making money

Thursday, December 5th, 2013

ScottManning

Does it ever feel like you are doing everything, like literally every-thing you know to do, think you should be doing, and yet you aren’t getting the results you expect OR deserve.

If you are like most entrepreneurs you certainly bear the brunt of the responsibility for all things that have to happen in order to make your business a success. Of course you should, it is your business after all. And that’s fine when things are going great, when you are making good, big, or heck any money, when things aren’t going great though or your progress is anything but smooth, forward, or accelerating it is easy to get frustrated, to blame the rest of the world, or to get really down on yourself.

So, what, then, do you do and how can you change the course or at least turn things around in your favor? Usually it isn’t all that difficult to make that happen,

I’ve shared with you about the mental obstacles that get in your way. I have shared the environment and people that can sabotage your productivity, money, and general success and happiness. All of these are foundational core issues that must not be ignored and have to be managed and controlled.

Today though I want to nail down some marketing and money making secret weapons that can and will have dramatic impact on your results usually in very short order.

I call it the shortest distance between idea and money strategies.

There are of course other things to building a sustainable business and you may even have that down, it is just that things aren’t clicking from a cashflow or sales perspective.

Here’s a few things to give yourself a little check up on and find out.

1 – are your messages carefully and specifically targeted to your ideal prospect, are they niched?

One of the best ways to improve results and/or make some quick money is to reassess who you are spending your time trying to sell. Are you going after the right market? Are you using the right message to introduce your product, service, business to this market?

More often than not I see a major disconnect between what a business owner says they are doing for sales and marketing and who their target customer is and what they are actually doing to market and sell to this same person.

SOLUTION – take a step back, forget what you are doing now, and describe and decide who is your ideal customer and what is their biggest major challenge and pain that you provide solution to, go direct to that market with specialized marketing strategies and shorten the sales cycle by closing over the phone or in person – simply to get the money flowing back in.

2 – are you effective or is the person responsible for selling effective at actually asking for money, structuring the sale, closing the deal?
read full article »

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3 Things Required To Dominate Your Marketplace

Sunday, September 8th, 2013

ScottManning

How to become the Big Fish in your market place, neighborhood, industry, or where ever you want to dominate:

First, Authority over your customer and marketplace. Doing things to demonstrate your knowledge and leadership and command over what you do and sell is critical. The best example I can give you is this – you will never find a heart surgeon asking the customer what to do next and or telling their customer that they “think it will work”. And your customers want the same confidence as someone operating on their family member. Money equals responsibility and when people hand you theirs they don’t want to have to do your job or wonder what the outcome will be, they want certainty. Confidence. Your Authority must be demonstrated and can be in specific ways.

Next, you need to have control over enough deal flow, enough prospects from lead generation systems to create the supply that will put you in high demand. You understand this, no matter how great you are, if people aren’t begging to become your customers you can’t become the big fish. Now, here’s the concept that you should understand, it has less to do with your actual customer count and demand in reality, but the perception of such. That’s the key. Like a lure to a fish, it’s about the perception.

Finally, there is one other ultimate positioning strategy that will allow you to be the big fish…that is this, the secret is to be the one in the influence position for your marketplace. Completely sought out by not just customers but competitors, by other people who are seeking your advice, following your lead, regardless of if they even tell you. Becoming a person of influence is the key to everything in your market place; and directly affects the other two things. And the good news is there are 3 top secret stealth strategies that you can do, literally, in a weekend that will change everything for you.

That’s it. Preparing to be the Big Fish requires these three things:

Authority
Demand
Influence

Scott Manning
www.nobsindy.com
sj@manninginvestmentsllc.com

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Being All Things To All People

Thursday, May 30th, 2013

ScottManning

I’d like to remind you about a saying that I know you’ve heard:

“You can please all of the people some of the time and you can please some of the people all of the time, but you can never please all of the people all of the time.”

And, it’s wrong, because you can’t even please all of the people some of the time, not a chance. The bigger issue though, that will corrupt your business and success mindset and your focus, is trying to please
people — period.

Listen up, you’ll never hear anyone tell you straight about this whole “people
pleasing” thing, at least usually they all tell you what they think will be popular,
I’ll tell you what’s true. As long as you are living your life around trying to
please people you will be desperately unhappy, frustrated, and lost in a maze of
confusion around what your real purpose is.

I have long ago recommended the book, The Four Agreements – that I stand behind as
the most influential book I’ve ever read. That explains why this doesn’t work…so
I’m not going to go into that here, I am going to say that the problem with people pleasing is
that what pleases them doesn’t usually and won’t always satisfy what you are trying
to achieve, what your life is about, etc.

Now, family, spouse, children, etc you can be the judge there, but even still, if
you are the leader then you should know what’s best, and what pleases them isn’t
always…obviously.

I am a big “relationship” person who believes that is the most valuable thing in
life, with customers, with family, with those people you serve; however, it is not
what makes you. You have to make yourself, stand for something as the old song goes,
or fall for anything, otherwise known as being a servant to everyone but yourself.

The marketing lesson here is simple: ALL PEOPLE and ALL CUSTOMER and ALL
RELATIONSHIPS and ALL OPPORTUNITIES in your life are not created equal, cannot and
should not be pleased, pursued, made happy – not a chance.

I believe in high quality relationships and the first and most important thing about
them is you have to give value to those relationships – show me a person with too
many relationships and trying to balance them all out is no different than someone
splitting their love and attention between people and expecting all of them to feel
well served — do it the wrong way as I’ve learned the hard way with “significant
others” or do it with your children and you will know that you’ll never get it
perfect.

That is why in business and in your personal life you must establish a focus, a
priority, a hierarchy of people and the relationships and pursuits you choose and
then do right by them and they should always be made up of what best serves your own
personal agenda.
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Expectations

Tuesday, February 19th, 2013

ScottManning

Oh, there are so many ways I could direct this article. But, today, I’m talking about one thing…a critical factor to your success in – EFFECTIVE MARKETING and SELLING.

Expectations of your customers.

That’s right, your customers do have expectations of everything you do, everything you say, everything they experience from your communication, service, interaction, and marketing.

You have certainly heard the expression “under-promise and over-deliver” and while
that sounds wonderful it isn’t the most effective marketing strategy to
“under-promise.” Of course we all like to promise more, more, more and woo our
customers into submission. This isn’t always most practical after you’ve got their
money and now have to maintain your relationship with them.

We’ve all said “false advertising” before as a joke usually where you expected
something different than what you received. But, the reality is, your ability to
make things count with your customers and convince them to support you beyond the
initial sale with referrals, high priced transactions, ascension up the ladder of
value for your business is tied to how you deliver whatever you say, promise, and
most importantly what the customer expects.

I’d like to break this down into a couple things for you to implement into your
business marketing and customer experience strategy.
read full article »

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