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Top 5 Business Development Blunders

Effective communication skills areshifting to a consultative approach
essential to successful businesswhere you're seen as a advisor or
development. Yet they're oftenproblem-solver.4. Failing to adapt to
under-emphasized and sometimesthe situation. The problem with using a
completely ignored. Why? Because wesales script is that it assumes too
communicate so much and so oftenmuch. It assumes similar motivators,
(approximately 20,000 words per day) weperspectives and situations in life. A
often take it for granted. Butfinancial planner I know has developed a
regardless of how good your product orvery clever approach to meeting clients.
service is and how much expertise youHe places bowls near the cash registers
have in your area, it all goes to wasteof higher-end restaurants in his
unless you can communicate it to others.territory. On each bowl, he places a
When you actually get the chance to sitsmall sign encouraging patrons to drop
down with a potential client and discusstheir business card in for a chance at a
doing business together, don't blow itfree meal at that restaurant. He goes
by committing one of these big fivethrough the cards periodically and
business development blunders.1. Talkinginvites someone to lunch with the
about your product or service.understanding that he'd like a few
Infodumping is simply telling someoneminutes to talk about his services.
all there is to know about what you'reWhen I met him for lunch, he presented
selling. You probably cover how longhis sales talk that assumed A. I had
you've been in business, who developedtaken on a big mortgage to finance my
what, your philosophy of business, yourhouse (I didn't) B. I had to save for a
market share and all the choices youchild's college fund (I don't) and C.
have available. This approach is likelythat my parents might someday need
to leave the potential client in exactlyassisted living care (they're both
the same place on the sales continuum asdead). Treat each meeting as unique and
when you started. Your objective shoulddon't assume too much.5. Failing to
be to get him to gravitate towards you.distinguish features from benefits.
Go into your meeting with a strategicSalespeople often focus on telling
goal. What specifically do you want himsomeone what a product or service is or
to know, do or believe after meetingdoes at the expense of what problem it
with you. Is it to place an order, signsolves or what pain it takes away. I
up for a trial or believe you're theonce observed a commercial leasing agent
only logical choice? Once you have ashow office space. As he met the
strategic goal, your destination is inclients in the building foyer, he
sight and you can begin mapping a routecommented on the large parking lot
to get there.2. Not listening. Nooutside. That was a feature statement.
salesperson has ever listened herselfA benefit statement would have focused
out of a sale. Yet, when asked a simpleon how clients would never have to
question, many salespeople take it as asearch for parking or that people could
license to deliver a monologue. Here arealways park close to the building in bad
three tips to practice better listening.weather. Let's say your product
First, use questions to discover what'sincludes a video-that's only a feature.
important. If the potential client saysThe benefit is that someone can see
"tell me about yourself (or your productexactly how to use your product. Apply
or service or company)", respond withthis test to the statements you make-ask
"what would you like to know" or "whatthe "so what" question. If you can't
aspect is most important to you inanswer it, you've got a feature rather
making a decision?" Second, never talkthan a benefit.Developing good
continuously for more than a couple ofcommunication skills is a result of
minutes without giving the other personthinking more strategically about how
an opportunity to speak. Third, don'tcommunication affects our interactions
correct the other person unless it'swith others, then putting those
absolutely essential for the discussionstrategies into play. When you avoid
to proceed-it rarely is and no one likesthese top five blunders of business
to be told he's wrong.3. Using salesdevelopment, you'll not only gain more
clichés. People usually begin to losebusiness, you'll lose less. Remember,
interest the moment they feel they'reif your idea is important, it deserves
being sold. They usually begin feelingto get heard.As the leading authority on
that way when they hear stock phrasesthe language of influence, Dr. Joseph
such as "That's a great question" orSommerville shows professionals how to
"What will it take to get your businessincrease sales, visibility and
today?" People need to feel likecredibility through more persuasive
individuals, not like pieces in ancommunication. He is the President of
assembly line. Sales clichés operatePeak Communication Performance ( a
on a Pavlovian model-use a specificHouston-based firm that helps
phrase and you'll get the response youprofessionals develop skills in
desire. It's manipulative. Trystrategic communication.



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