Golden Practices

Don't Make it Hard to Call You!

Warning: brief but hearty rant ahead!

Please, for Pete's sake, add your phone number to your email signature! 

Need I say more??

Okay, I will... Your clients will appreciate it. Your vendors will appreciate it. Even your mother will appreciate it. If you have an email signature and your phone number is not in it, you need to step into the 21st century and add it.

And if you communicate with people outside of your state, you really, really should add your timezone! If you communicate with people outside of your country, use GMT.

{stepping gingerly off of soap box}

Smiles Sell

I've been poking around the web looking at lots of biography photos lately and I'm astounded at how many people select portraits of themselves with no "teeth" showing or without any hint of smile.

Looking at pictures of people I know -- professionals in accounting, law, financial advisory services, etc -- and seeing them stone faced leaves me cold. I can only imagine how someone who's never met them might feel.

It's a tough world out there. We all want to work with people who add a little brightness to our day.

Smiling, even a little, in your bio picture suggests you're a positive person who might be enjoyable to do business with.

If you think I'm nuts, consider babies and dogs. When you smile genuinely at them, babies light up...they beam back at you, gurgling and laughing. And (most) dogs will wag their tails and approach you. Guess what? Same thing happens with grown-ups!

Why not up your chances of business people approaching you, too, by exhibiting a nice, friendly smile.

Making the Recipient of Your Business Card Feel Special

By popular request (thanks Phil Sutton!!) here's another 5 minute marketing idea for you.

I'm highly in favor of printing direct dial telephone numbers on business cards (especially if you have one of those icky automated attendants!). And some people elect to print their mobile and even home phone numbers on their business cards, as well.

I like to be accessible to my clients and prospects, too, so I can appreciate the gesture, but instead of pre-printing that info on your cards, try this alternate way of sharing that privileged information.

Add a few more seconds to your card exchange process by tell the kind person you are talking with (or mailing to) that they are especially welcome to call you at your personal number. Then write "Michelle's home 123-456-7890" right onto the card front or back.

This lets you use your business cards in a way that makes someone feel really special...like they are part of a small group of people who have that exclusive access to you.

Another little tidbit...I just got back from 10 days in Malaysia via Hong Kong and Tokyo (yes it was wonderful) and I'm again reminded of the gentle and honorable Asian custom of presenting and receiving business cards with two hands, followed by the careful study of the card you've just received (don't write on the other person's card or stuff it into your trouser pocket--these things dishonor the card which is considered an extension of the person, thus dishonors the person).

There is something really nice about this ceremonious way of acknowledging someone. In the US, or even in most of Europe, you certainly needn't bow or go to abnormal extremes, but try presenting and receiving cards with a little more panache to make the person you're exchanging them with feel a little extra important.

Networking Event Follow-up: The Rule of Three

Bruce Allen suggests that three follow-ups from an event are a lot better than none and I'd have to agree. He says:

One event = one email, one note, one call.

With the best intentions in mind, writing handwritten notes to everyone you've met is a great idea. But it can seem like a monumental undertaking so what happens? Days go by...then weeks...pretty soon months...and then it's a year. No follow-ups made. I hate to admit it, but I've done this, too (sssshhhh).

Bruce, on his blog Marketing Catalyst, suggests this, instead:

Sort through the stack of business cards and select three. Hang on to those three cards and toss the rest into a corner to gather dust (or hand them off to get entered in a database or whatever -- just get them off your desk).

Email one, write a quick note to another, and call the third. You're done. I'd say this can easily be done in about 5 minutes.

This approach makes sense. Sure it would be optimal to follow up with everyone. But because three is better than none, which is what we end up with most of the time, then three sounds great to me.

Bruce's post is #7 in a series of posts on tips for networking at an event. These are excellent bits of advice! Check out the whole series starting at post #1.

Fly on the Wall #4: What Happens When People Are in Your Lobby?

It happened again.

I was visiting a new client. No one knew me yet. The receptionist was fine. Greeted me as one would expect. I was a little early so I expected to wait. She asked if I needed anything and made sure I was comfortable. Then she continued her work.

As I waited for about 10 minutes, I observed that the lobby served as part of the office traffic pattern as well as an open elevator bank. The seating faced the traffic flow.

As more than a dozen people went through, I smiled politely and watched each one. Here's what I took in:

• More than a dozen people passed by, in both directions, within 10 feet of me.
• Most people walked at a slow to moderate pace with the exception of one woman who bustled through.
• Most people looked down as they walked through.
• Not one person met my eyes or glanced in my direction...nobody said hello or otherwise acknowledged my presence.
• People passing each other did not exchange greetings or smile at each other! Nor did anyone speak to the receptionist.
• No one smiled, whistled, seemed amused, had a spring in their step, or in any way displayed that they were enjoying their day.

What are your impressions about this firm? (I know what mine were!)

Does this seem like a nice place to work? A friendly environment? Like people you want to work with?

What if you were an important prospect? How about a highly desirable job candidate? A perfect referral source?

Could this be your firm? Wouldn't you be mortified?

Do you pay attention to the experience of someone in your lobby? Do people behave the same passing by an occupied lobby as when it is empty?

When people come visit you or your business, it makes you a host. Would you walk in your front door and pass a stranger in your living room without greeting them?

5 minute marketing idea:
E-mail your entire team and remind them to go above and beyond to be friendly and outgoing when people are waiting in your lobby. Link them to this post to save some time typing...

More Clients Like "You"

"Find your five favorite clients.  Take them to dinner.  Don’t let them leave until they answer this question:  What can I do to get more clients like you?"

This suggestion comes from Matt Homann's [non]billable hour blog.

Okay, about my posting this in "5-minute marketing," I know the dinner itself will take more than 5-minutes, but the invite and asking the question won't!

Use RSS to Follow Client Industries

Make news and info come to you and enhance perception of the depth of your specialty.

You may already subscribe to blogs, but do you subscribe to "searches"? Subject search results can be amazingly informative.

Using Bloglines or another blog aggregator, search (top right of page in Bloglines) for key words related to an important client’s or prospect's industry (e.g. tool and die, over the road trucking, funeral homes, veterinary services, apparel, importing, etc).

Add the search results to "your feeds" and skim for five minutes per day--occasionally forward items of interest to your client.

Team Building IS Marketing

5-Minutes to Market Today?

Remember that your co-workers/team members (will refer to them as "colleagues") are essential to your service ability as part of your team, but they are also potential referral sources who can choose to, or not to, refer people specifically to you or to your firm in general.

To this point, remember these three things you can do to build the team and build trust in you. Take 5 MINUTES NOW to do one of these things and then try to do them all more frequently.

1. Thank a colleague for his/her excellent contributions a recent project.

2. Compliment a colleague on a talent they have and tell them you're glad to have them on the team.

3. Invite a colleague to collaborate with you to brainstorm how to add value to a client because they "have great ideas" and you value their input.

Do You Have 5 Minutes to Market Today?

I'm starting a new series of quick marketing ideas. I'll put them all in this new "5-Minute Marketing" category (see sidebar).

Here's the premise...and the first five ideas. Can you find 5 minutes in your day, today, for marketing? Really. That’s all it takes.

In just 5 minutes you can do at least one of these things to develop your practice:

• Write a note to a friend, acquaintance, colleague, or prospect.

• Call and invite someone to lunch for next week--even if they cannot go, spend a few minutes "just catching up."

• Scan the “promotions” section of your local business journal (or the on-line version) and jot a little note of ‘Congrats’ to someone you recognize.

• Look through yesterday’s work records and pick one additional item (opportunity) you can follow up with a client about.

• Call someone whose project you'll be starting in the next two weeks and tell them you're looking forward to seeing or working with them again. Ask how they've been.

Many to come!