If you hate cold calling, and even if you don’t, you should start capitalizing on the work you’ve already done.

So often we don’t utilize one of the most persuasive selling components in our marketing materials – the words of our own clients. Many creative people have wonderful testimonials from clients, but never use them for fear that they are “bragging” or that it is “too self promotional.”

Well of course it’s self promotional! That’s what good marketing is!

When you are finished a project for a client, why not capture that moment in the client’s own words to use for showing potential clients the value of your services? Testimonials are even more crucial for creative businesses because it is more difficult for the average person to set a value on most arts related items and services. Seeing others talk about the value of working with you will help them more readily understand the value of your work.

If your client doesn’t come running to you with a testimonial, then ask her for one. There is nothing wrong with that and most clients are honored you asked them.

The best testimonials are ones that show a measurable goal has been reached and uses language that your potential clients can identify with.
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If you are a loan officer or mortgage broker looking to score some more customers the easy way, here are a few good ideas for a marketing strategy.

During the entire process of getting a loan ready for closing, you and your customer are met with more than one reason to celebrate other than at the closing table.

For example, before you can proceed with a loan, your customer must have an appraisal done on their home.

Once that appraisal comes in, both to the liking of you and your customer, send your customer an inexpensive congratulatory gift such as a tin of pretzels, cookies, or candy.

But make sure you send it to their place of employment.

Why do something so cheesy you may ask?

Because when you send someone a gift at work, all of their fellow employees want to know why they got it and who it was from.

So when they ask, your customer will tell them all about you and the products and services you are providing them with.
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Whenever decision-makers are willing to meet with you, you have reached a favorable juncture of circumstances. If you are then prepared to take advantage of this opportunity by building a level of trust with these individuals, there is a good chance that they will tell you enough about themselves so that you can easily recommend the appropriate package of your products and/or services that will meet their express needs.

Many top sales representatives feel that the sale is as good as closed if they can just obtain an appointment or meeting with a decision-maker. Their feeling is that their prospective customer must need their products or services or they would not be willing to set an appointment in the first place. The following checklist has been developed to help you make the most of a favorable juncture of circumstances and build the trust levels that are vital to your overall sales success:

Smile! No matter what kind of day you are having, if you will smile it will give those people you contact a feeling of acceptance. It will also help you feel better about your day. Tape a smiley-face or the word “smile” on your desk or telephone to remind you of the importance of a smile on your face and in your voice. Top sales professionals use the technique of thinking of a funny story or the latest joke they have heard just before meeting a prospective customer. Thinking about the story or joke almost assures them of having a smile on their face as they meet a decision-maker for the first time. Make sure you are smiling as you call for appointments or are conducting a sales presentation.

Shake your client’s or prospect’s hand. A warm, firm, friendly handshake goes a long way in building a trusting relationship. It tells your clients or prospects that you are a friendly person and that you are glad to see them. If your handshake is limp it can leave a negative impression. It can be equally as bad to grip someone’s hand too hard. Remember you only have one chance to make a great first impression.
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Based on recent litigation storm clouds, business owners planning exit strategies better batten down their legal hatches.

As a small business owner, your company most likely represents a significant portion of your net worth. That’s why it’s crucial not to let litigation wash it away when the time comes to convert your years of hard work into cash.

Selling a business involves substantial amounts of money and a wide range of issues including warranties and representations, disclosures and contractual obligations. Consequently, there are many opportunities for litigation to arise. Not only is litigation highly unpleasant and disruptive to your lifestyle, it is also very, very expensive – even if you win.

But other than wishing, hoping and praying, what’s a small business owner to do? Rather than complaining try something more constructive. Here are eight strategies to follow when selling your business that can help minimize litigation issues.

1. Honesty is the best insurance policy. Tell the truth about your business. Do not attempt to hide any problems or issues that, if left undisclosed, might be the basis for future litigation. Rest assured that the cost of disclosure in a transaction is very small when compared to the cost of litigation for non-disclosure.

2. Develop a confidential business review. This is a high-quality and comprehensive document that describes your business and its background. Within this document, clearly disclose any negative issues that are involved in the business. Not only will disclosure reduce litigation risks, it will also add to your credibility with potential buyers and save you time by eliminating those who are unwilling to accept the realities of your business.

3. Accurately communicate historical financial results. Do so in a manner that demonstrates the earning power of your business. Ideally, this information will be presented in a summarized format that recasts your discretionary and certain other expenses to show EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortization).
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