June is Effective Communications Month — Talk Your Way to Success

June 1st, 2010

Successful entrepreneurs are great visionaries, but they also share the gift of gab.  They know how to communicate their ideas in an engaging way so others can see and embrace the vision too.  More simply stated, they are excellent story-tellers and evangelists for their companies.

In today’s competitive marketplace, communication skills are an important competitive advantage.  In fact, Diane DiResta, a professional speech coach and author of “Knockout Presentations: How to Deliver Your Message with Power, Punch and Pizzazz,”  says “If you aren’t speaking with power and confidence, you are leaving money on the table.  The people who are good with presentation and communication skills get more jobs, promoted more, get more sales and get more business.”

I concur 100 percent with DiResta’s analysis.  No one can sell your business better than you.  Yet, not everyone is a natural communicator.  Many business owners are fearful of making presentations or speaking in public.  But that doesn’t mean you can’t overcome your fears and learn to present with confidence.

Pubic speaking is still the number one fear – even outranking death.  According to DiResta, although people have many different reasons to explain their fears, it really boils down to the fear of humiliation.  “So when I work with people I work on recovery strategies.  We look at the worst things that could happen and then have a response or recovery strategy in mind. “

Overcoming the fear of making presentations and learning to communicate like a pro, means just getting out there and doing it.  DiResta recommends starting off with small opportunities, such as speaking on a panel.  And whatever you do, don’t forget to breathe, she adds.  When you are fearful, you tend to hold your breath, and that of course can make you feel light headed.  So take nice deep breaths.

Communication skills are also important in less formal settings such as voice mail and social media.  First, let’s talk about voice mail.  Personally, I hate listening to voice mails because most people ramble on and on and wait to the very last minute to leave a call-back number.  If I don’t get it the first time, I have to listen to the rambling message all over again.  What a productivity eater!

So DiResta says to think of voice mail as another communication strategy.  You want to be brief, and leave your number at the beginning and the end of the message — slowly.

Utilizing social media is also another extension of your business communication strategy.   Always keep in mind your company’s brand and reputation is at stake in the cyber-networking world.  DiResta reminds us to be professional and to add value in our communications.  There should be a certain amount of personal disclosure for engagement because people want to know you but you should remain primarily focused on the main purpose of the communication which is business.

To learn more about how you can enhance your communication skills, listen to my podcast interview with Diane DiResta.  http://www.susansoloviconline.com/podcasts/


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Is Your Conference Travel Budget Tapped Out? Try a Virtual Summit.

April 8th, 2010

The recession is taking a bite out of travel budgets for many small business owners.  As a result, more and more of us are choosing not to attend trade shows and conferences this year.  But what if you didn’t have to leave your office to participate in a ground-breaking summit offering inspiring keynote speakers, networking and great business learning events.

Sound interesting?  Then mark your calendars for the first ever virtual summit being offered by Women’s Leadership Exchange on May 26, 2010, during National Small Business Week.  The event kicks off with a keynote address from Arianna Huffington, co-founder & editor-in-chief of “The Huffington Post.”   (For early bird registration and more information visit WLE web site.)

Throughout the day there will be a variety of workshops designed to make your business a “10” in 2010.  Topics include:  Marketing Communications on Steroids:  How to Reach Your Customers in the New Frontier; Social Media and Sales: 9 Easy Things You can Do Right Now to Get Business; and Business Owners Share Their Secrets for Blasting Through the Recession without a Hard Hat.

Internationally acclaimed futurist and author, Edie Weiner, will close the day as she shares the trends that will shape the success of your business in the new decade.

But don’t think this summit is going to be a boring boring powerpoint webinar.  The new technology that is being used makes it almost like being there in person. You’ll have an opportunity to network in the network lounge where you can meet and exchange virtual business cards with other business owners and executives.  How cool is that!  (click here for a sneak preview.)

There’s also an exhibit hall with booths so exhibitors can showcase their products and services, a resource center and believe it or not a conference bag with goodies.

The summit content will be archived for 90 days after the summit so if you missed something or want to go back and listen to a presentation again, you can do it.  Of course, that’s something you don’t get to do when you travel to a one-day conference event.

So don’t feel as though you have to give up all your conference participation this year.  Consider being part of the WLE Summit so you can take your business to the next level.

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Don’t Wait Until the Spring Thaw to Connect With Your Customers

February 17th, 2010

Even if you weren’t affected by Snowmaggedon, the major winter storm that dumped more than 20 inches of snow in the Washington DC area, the winter weather may be impacting your business success.  Snow, ice, and blistering cold temperatures often cause us to hibernate in warm, comfortable offices instead of making calls on customers and clients.  But there’s no need to wait until the spring thaw to connect with your customer base.  With a comprehensive marketing communication plan, you can keep your brand and marketing messages in front of your customers no matter what the weather conditions are in your area.

Start by understanding and defining your audience.  Who do you specifically wish to target?  Where do they go for information?  What are their buying habits?  When is the best time to reach them?  By answering these questions you’ll be able to evaluate and select the most appropriate communication vehicles.

Next determine what key messages you want to communicate to your customers.  Limit the number and be consistent with the messages you select across all communication platforms.  If you try to tell your audience everything about your business or product, they’ll get confused.  Repetition is really the key to making sure your customers hear and remember what you are trying to convey.

Armed with the above information, determine which communication vehicles you plan to use to reach your audience.  In today’s ever-changing marketplace, there are myriad ways to reach your audience without investing a boat load of cash.  You should incorporate technology-based communication tools such as email marketing, blogs, podcasts and social media in addition to traditional marketing channels such as advertising, brochures, press releases and direct mail.   If you are a novice when it comes to technology, search for resources on the Internet such as webinars and tutorials.

Once you’ve decided which communication tools you plan to use make a commitment to stick with it.  Establish a schedule that is realistic and manageable.  Communication plans often fail because the business owner doesn’t make it a priority.  There is activity in the beginning and then it becomes sporadic at best.  To be successful you have to put forth the effort.

Finally, measure your results.  Keep track of which communication tools generate the most interest and interaction with your audience.  Periodically review your results and adjust your plan accordingly.

A well-executed communication plan can enhance your business growth 365 days a year despite the weather.

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Positive Information Can Neutralize Negative Customer Review

January 20th, 2010

One of my friends  owns a hair salon, and he recently  asked me what he could do about a bad business review on the Internet.  He explained the customer had made false statements in the review, and he was concerned that the comments would cost him future business.

Customer reviews on the Internet are helpful tools for consumers, but they can cause problems for business owners if an unhappy customer decides to go on the attack with a poison-pen.  Unfortunately, that’s what happened to my friend and it could happen to you as well.

The good news is less than 25 percent of shoppers say they are unlikely to do business with a company because of a negative review.  Most consumers know that even businesses with a stellar customer service record won’t be able to please everyone 100 percent of the time.

However, if as in my friend’s case, the review contains false statements, email the site’s Webmaster with proof the information posted is false and ask that the review be removed.   Typically you can find the Webmaster information in at the bottom of the web page.  In most cases, sites will remove the comments because they want consumers to trust the information on their site, but there is no guarantee.

If you aren’t successful in getting the web site to remove the false review then neutralize it by creating a positive image on the Internet for your business.  Ask your loyal customers to post an honest review for your business in their own words.  (In other words, don’t write it for them.)  One negative review surrounded by positive comments will certainly lose its impact.

In today’s market every business needs a professional presence on the web.  If you haven’t already, you should secure a personal domain name for your business and create a web site.  There are many web-hosting and design resources today, such as the one offered by AT&T, that allow you to register your domain, get personalized email addresses and create a professional looking web site easily and at an affordable price.

In addition to your web site, create pages for your business on social media sites such as Facebook and LinkedIn.  You should also consider starting a blog for your business and posting it on appropriate community sites.

The more relevant and positive information about your business there is on the web, the less visible a negative review will be.

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