| r all too often comments like “I’m | | | | alone. I use my connections to add expertise |
| tired of putting out business fires on a regular | | | | beyond my own for the monthly Lunchtime |
| basis. There must be a better way.” | | | | Telephone Roundtable conference calls. This helps |
| Well, of course, there is, and we want to convert | | | | both of us reach new targeted connections |
| the energy that’s being spent on putting | | | | where we can share our expertise. I also use |
| out fires to a more constructive use. | | | | marketing and technology alliances to open new |
| Let’s talk about setting your business on | | | | networks. Every time you add an alliance you are |
| fire – on purpose – by being smart. | | | | expanding your network exponentially. |
| Set those fires yourself and plan in advance how | | | | 5 – Showcase Your Expertise – |
| you will leverage the energy that’s | | | | Every entrepreneur has expertise in something. |
| released. | | | | The key is to identify and showcase yours. Your |
| If the energy is organized and has a mission or | | | | combination of training, experience, knowledge and |
| target, the chances of hitting the target (goal) will | | | | resources makes you unique. Who cares about |
| be a lot greater. (Consider a bullet in the cylinder, | | | | that expertise and how can you best share what |
| awaiting the trigger to release its energy). We | | | | you have to offer? Some people look for |
| want to get you and your business organized and | | | | speaking opportunities in front of their target |
| focused so the energy you release will propel | | | | market; some who like to write will create |
| your business forward in the direction you choose. | | | | articles, newsletters, books, CDs. Give freely of |
| Following are the steps that seem to work best if | | | | your knowledge; share your unique perspective, |
| done sequentially, all with the specific purpose of | | | | focus on helping others accomplish their goals. You |
| setting your business on fire. Literally translated | | | | will attract those who relate to what you say and |
| that means bringing in more revenue, more | | | | do. |
| customers, more brand recognition. | | | | 6 – Use the Web strategically – |
| 1 – Get your foundation in place - Without | | | | Most businesses today can benefit from using the |
| a sound business structure, you won’t be | | | | web. This may or may not include a web site, but |
| prepared to handle the surge in activity when | | | | e-mail is definitely a prime means of |
| your business takes off. Start by being really clear | | | | communication for most businesses. It’s |
| about what value you bring to the marketplace | | | | important to learn e-mail etiquette and to stay |
| and making sure you are clearly communicating it | | | | current on use of e-mail for marketing. Search |
| in a variety of ways that put you in contact with | | | | Engine Optimization has become a key strategy |
| your target market. Set measurable, realistic goals | | | | for web sites. Changes happen so rapidly for |
| and create a strategy and plan to achieve them. | | | | anything that’s web related you’ll |
| 2 – Focus on Sales – | | | | want to consult with a web marketing |
| What’s the most important part of your | | | | professional before undertaking any campaign. |
| business? Sales, of course. How much of your | | | | 7 - Support Yourself - You want to focus the |
| time are you spending on Revenue Generating | | | | majority of your time and energy doing what you |
| Activities? I find I need to spend at least 50% of | | | | do best in your business. That may mean product |
| my time on staying in touch with my market and | | | | development, marketing and s^les or overall |
| interacting with clients and potential clients. A | | | | management. Enlist the support of others whose |
| specific sales plan with timeframes will keep you | | | | expertise complements yours. Consider whether |
| focused and allow you to assess the results of | | | | you’re better off doing that by adding to |
| your actions. | | | | staff or through a strategic alliance. Sometimes |
| 3 – Commit to being responsible for and | | | | bartering services can be a great way to get |
| accountable for your business results. Set goals | | | | what you need and generate a client/customer at |
| based on research and strategic decisions. | | | | the same time. Keep adding to your team until |
| Commit not only to yourself, but to a coach or a | | | | you’ve covered all the gaps. |
| colleague. This adds fuel to your commitment. | | | | 8. – Begin to act “as if” |
| Communicate your goals and make sure your | | | | your goal (target) is already achieved - Thinking |
| team and staff know their role and responsibility | | | | and acting “as if” magnetically pulls |
| in achieving desired results. Get their commitment | | | | you to your goal. Success becomes easier when |
| as well so everyone will be adding to the focused | | | | you’re operating in success mode. And |
| energy. | | | | success begets more success. Jill |
| 4 – Develop Strategic Alliances– | | | | Ammon-Wexler’s article offers more on |
| You know you can’t build a business | | | | why acting “as if” is so powerful, |
| without help from others. Strategic alliances are | | | | Focus, like a laser, can set your business on fire. |
| how smart business people are leveraging their | | | | Follow through with these steps and watch your |
| connections to reach beyond what can be done | | | | business heat up. |