Archive for the ‘Marketing’ Category

The Glass Floor

Published by Suzanne Evans   |   October 30, 2014   |   2 Comments
The last year has been very painful for me personally.  Let me get clear by saying I am healthy, my family is healthy, and I am OK.  I will share the specifics in the months to come.

But here is what I am ready to share with you.  Ya know that glass ceiling you always hear about?  It’s invisible but you keep running up against it?  There is also a glass floor.  Or let me say you can create a glass floor if you build your business right.

Let me explain.

Business is hard.  One of the most difficult things you can ever do and the most rewarding.

But what seems to be a little harder than business is…. LIFE.

We can’t stop life.  We can’t stop the heartaches and the health issues.  The family dramas.  The husbands that leave.  The homes we lose.  The children who take the wrong paths or the the people that betray us.  It’s just life and we can’t stop it.

And if we are in business we can’t let life stop our business because on the other side of the tragedy or hardship we are facing we could be left with a mess of our business and finances.
Spiral staircase

Here is what I did right.

I worked hard.

I built a team.

I created systems.

I leveraged my business to be scalable.

I hired really well and fired well.

I didn’t dwell on mistakes and just kept moving forward.

And so 2014 rolled around.  And it really kicked me in the gut.  I have struggled many days to have my head screwed on right and have shed more tears in the last 200 days than in my whole life.  When things would get better something would get a little worse.  And in my worst moments I thought I was kinda spiraling down.  And then I learned… there is a glass floor.

I had built the glass floor and didn’t even know it.

I couldn’t have my business be hurt or damaged.  I had created a glass floor that caught me every time I felt like I was falling.  It protected me.  And it was like magic.  So, the big lesson for me this year has been you must create a business that builds that glass floor so when life feels like it is forcing you down and your business might suffer it catches you.

1) Have a path way or a means to keep going (even in the hardest of hard times).  My 75% is better than most people’s 100% and that is because I care about what I do and I care about the people I do it with and for.

2) TEAM.  I don’t care if you are running a 10 million dollar business or have one client- do you have a plan that someone can step in if you fall apart?

3) Systems… especially in marketing. My marketing can be on auto pilot.  My favorite thing to do is innovate and create, but if I can’t- we can pull something from the vault that worked, dust it off, and make it shine.

4) Responsibility.  Realize and honor that if you offer a service or product then that’s just your life folks… you better make it happen.  You can’t allow others to suffer because you are.  Deliver what you promise.

5) Be honest.  Life can be tough and very unexpected.  Clients/customers want to know the truth and people are good.  If you are honest they will not only understand, but build an even deeper relationship with you.

So, how did I have the most difficult personal year of my life and have my team, revenues, and company grow significantly?  I built a glass floor that would catch me.  And so when life got hard- business kept growing.

I’m happy- life is good- and I love running my business.  But shit happens and when it does don’t let your business turn to shit because of it.

 

Suzanne Evans, Chief Movement Maker 

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I’m so bored.

Published by Suzanne Evans   |   October 16, 2014   |   No Comments

I was never a business person. I have a good business brain and I have cultivated a marketing mind, but it’s never what led me.  I have always been led by creativity and art and innovation.  

I am more interested in moving people than selling people.  Sales are easy.  I know many people won’t believe that, but it is.  The most shallow non ????????creative people you will ever meet can kill one to one sales.  If you combine some formulaic principles with practice and psychology- you can sell.

Moving people is a whole different methodology and skill set.  And you can’t copy some guru to do it.

”I don’t care that they stole my idea…I care that 
they don’t have any of their own.” 
-Nikola Tesla

The world doesn’t need more tactics.

It needs a new paradigm.

One that doesnt just focus on the task of making money. But rather turning the making of money into an art form.

Because we know that money follows art.

We also know that if youre the best at what you do, you cant help but be successful.

But creativity doesnt spontaneously emerge in a bubble.

It needs to be fostered. Incubated. Fed.

It needs room to play. Room to experiment. Room to fall on its face.

 

Art and creativity are borne out of improvisation.

Innovation. Reengineering.

Out of foregoing the reinvention of the wheel, choosing to smash it altogether and create new modes of transportation.

The best business is ART.  Start creating.

Suzanne Evans, Chief Movement Maker 

 

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Performance Matters

Published by Suzanne Evans   |   October 2, 2014   |   No Comments

As I say everyday, you don’t have to be an actor to be great on camera, but you do have to be the best version of yourself.  Enthusiasm and excitement (subtle and controlled)  creates engagement – And engagement is the key to your success in this area.  You have to learn to perform (aka, “turning on”) – and that really only means learn to speak with some dramatics and flair – people want a show…they are conditioned to see spokespeople, actors, television interviews and of course, Youtube.  Get it thru your thick skull, people are bombarded in life, you have to earn their attention.  People, in general, give very little shit.

Stop and think about your own life for a moment.  If you are an online business, marketer or coach, you probably have to do more than just show up.  You have to drop the kids off, arrange to get the washing machine serviced, your emailing is blowing  up, what?  I need insurance? You finish something and start another, you still haven’t finished the expense report for last month….ok you get the point…or do you?  Well here it is!

YOUR COMPETITION IS EVERYTHING!  - not just other coaches, etc.  YOU MUST BE AWESOME!

And that’s why we start by taking a serious look at your performance.

Ask yourself:

When I speak, do people listen – do they seem genuinely engaged?
Do I have the personality to make money off of my name?
Can I push myself to be a great performer?

And to take it a step further, a lot of times people won’t even watch your video when they are watching your video. performing People multitask, and can end up just listening to your videos.  How would this happen?

Well, let’s say someone is watching your video and they hear the Facebook or gmail chat ding.  Do you really believe they will just stay and watch?  Or is there a chance that they might go check their email?  There certainly is!  And Speaker at Business Conference and Presentation.that’s why performance centers around your speaking voice.  You must have a good flow, great timing, use inflection, and speak with conviction.   And the good news is you can train yourself (and be trained) in this.  In addition to taking this course, take an acting class, an improv class.  Go to toastmasters.  Listen, this is important – if you don’t learn to sell yourself (meaning, people just like you), this will never work.

Some of my favorite performers:

Suzanne Evans
Lisa Sasevich
Larry Winget (dude is just freakin cool)
Marie Forleo
Jody Jelas
Frank Kern
Jimbo Marshall (duh)

TV Personalities:  Jimmy Fallon, John Oliver, Tina Fey, Amy Poehler

You need to watch videos.  Learn what makes the above performers engaging.  Notice how everything they are saying seems really important even when it’s a simple video. Watch some of these performers with your sound turned off and notice how they still seem excited and enthusiastic on mute!

And finally, you have to start learning how to laugh at yourself. No one is ever perfect, have a little fun and relax!

And finally, people are going to judge you one way or another, so you can decide which you they judge.  Will it be the YOU that YOU love?  Or the more timid, less confident version of you?  Oh, you hate it when I make such fucking sense don’t you.  This is Jimbo Marshall, and I’m out.

Jimbo Marshall, Creative Director 

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What did you pay for?

Published by Suzanne Evans   |   September 25, 2014   |   No Comments

Throughout my career as a coach I have had the privilege and honor of working with hundreds of companies, large and small, start-ups to well established businesses. With very few exceptions, most of the challenges are the same: get new clients or customers, keep them longer and sell them more stuff.

There are many ways to acquire new clients including marketing, referrals, word-of-mouth, education-based marketing, and of course various forms of cold calling. Most small business owners built their business on cold calling. Most of us will tolerate cold calling, we’ll do it when we have to and we may even be pretty good at. And then there is a totally different breed of sales person who really loves to cold call, they get up in the morning and can’t wait for the next challenge; the person on the other end of the phone who says ‘no.’ If you are one of these types or you have them on your team, good for you! Most successful companies will hire a sales staff or a third party to make cold calls.

Lets look at two ways this will affect your business or maybe has already.Work

The first company was a large virtual company who generated most of their leads through radio advertising. They received literally thousands of inbound calls per month. An in-house sales staff of more than 100 answered these calls. The caller was expecting to be sent some educational material and they were, as a matter of fact, it was highly educational and free. This company was not in the business of giving out free information; they needed a certain percentage of these callers to go to the next level, which was a paid webinar.

The second company was also large but not virtual. Their cold calling method of choice was to hire a third party canvassing company to knock on doors and book appointments for the sales team.

Both companies booked a lot of appointments but they also were plagued by a very high cancellation rate. Here’s the part where you get what you pay for! In both cases these companies paid someone good money to book appointments with no incentive for anything more. On more than one occasion, these appointment setters were caught asking potential clients to sign up for the next step and then cancel before their scheduled day and time. Of course this makes sense because they were only paid to set the appointment, it didn’t matter if they showed up or even bought something.

The solution for both of these examples was to adjust the incentive to include more money if the client kept the appointment and even more money if they actually bought something. You can decide how you pay for this but the result will be the same; fewer appointments booked but a higher close rate due to a more qualified potential client. Sounds like a simple solution but I continue to be surprised by how many aren’t doing it.

Lou Andruzzi, President

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Why I am leaving…

Published by Suzanne Evans   |   September 18, 2014   |   14 Comments

This week we want to take the time to welcome the new President of Suzanne Evans Coaching, Lou Andruzzi. Lou has worked with many businesses, but it was the culture of SEC that drew him to us.  Before interviewing here he didn’t even know who Suzanne was, which he saw as a positive!  Find out what this means for the future of SEC and more about Lou, including his favorite travel place and his favorite hobby.

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