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BizSuccess Breakthroughs for
September 12, 2001
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++++++++++++++++++++++++++
TABLE OF CONTENTS
++++++++++++++++++++++++++
..WELCOME to BizSuccess Breakthroughs
..THIS ISSUE'S MESSAGE - "Remembering to
Listen"
..SPOTLIGHTS - Products and Services for you and your
enterprise
..QUOTES - To Get You Thinking
..THE FUNNIES - On the Lighter Side of Business
..MORE RESOURCES AT BizSuccess.com
..PUBLISHER CONTACT INFO
..YOUR COMMENTS PLEASE?
..SUBSCRIPTION INSTRUCTIONS
++++++++++++++++++
WELCOME
++++++++++++++++++
Hello. Gary Lockwood here again with more breakthrough ideas
and information on how to:
Grow your business - Make more money - Have more fun.
Thank you again for referring this newsletter to your friends and
colleagues. I really appreciate you for helping to pass the word
about this newsletter.
When we think of marketing communication, most of us think
about writing the perfect ad, creating the killer sales letter, or
making a great sales pitch. We seem to focus on what we are
doing TO a customer, rather than what the customer might be
saying to US.
Our guest author this month is Ron Sathoff. In his article, Ron
challenges us to remember that communication is two-directional.
In order to truly be great communicators, we must improve our skills
when we are the receivers. In other words, we need to be great
listeners.
Read more about Ron at the end of his article.
My hope is that you use the ideas and information in these
BizSuccess Breakthroughs broadcasts to get the results you
really want.
If you want some help in putting them into practice, or if you
have questions, email or call me.
SUCCESS to You....
Gary Lockwood
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++++++++++++++++++++++++++++++
THIS ISSUE'S MESSAGE
++++++++++++++++++++++++++++++
Remembering to Listen: Making the Most of Communication
by Ron Sathoff
A lot has been written about the communication aspects of
marketing. Unfortunately, most of it has focused on the "sending"
function -- writing the perfect ad, creating the killer sales
letter, or making a great sales pitch. We always seem to focus on
what we are doing TO a customer, rather than what the customers
might be saying to US.
We have to remember that all communication is two-directional. In
order to truly be great communicators, we have to improve our
skills when we are the receivers. In other words, we have to
become great listeners as well as great speakers or writers.
Fortunately, there are a few simple things we can do to help
improve this aspect of our communication with our customers:
1) Treat all communication as important. From time to time (more
often than I like) I have to deal with a salesperson who only
seems to be listening for certain things -- what I'm ordering,
how much I'm going to pay, and when my money will arrive. After a
salesperson like this gets what they want, they just tune you
out. Luckily, these are usually the salespeople who don't last
long.
Truly great salespeople, on the other hand, know that EVERYTHING
that a customer has to say is important. In a lot of cases,
especially with business opportunities, a customer is more
interested in advice than they are in your product. If you take
time to listen to their concerns and can provide them with
insight (along with your offer), your customer will be much more
satisfied than if you just delivered the "goods."
2) Pay attention to differences. Many times, it is easy to forget
that every person is different. What you know is different than
what your customer knows. You can listen much more effectively if
you realize that the customer might be using different terms than
you, or might even be seeing things from a completely different
perspective.
This is where empathy comes in very handy. As you listen, try to
empathize with your customer -- put yourself into their shoes so
that you can have a better understanding of their wants, needs,
and fears.
3) Pay attention to feedback. To grow and survive, a company
needs to adapt. In order to adapt, it has to have sufficient
information to know what is needed and what is obsolete. For most
of us, the best source of this information is our customers. By
listening to the feedback and concerns of our customers, we can
get a better feel for what the market is looking for.
Communication is the cornerstone of customer service. To increase
our customers' satisfaction, we must make sure that we listen to
them as carefully as we would craft our advertising. Only by
listening can we meet the needs of our clients and make the kind
of reputation that leads to success.
Ron Sathoff is a noted speaker and manager of DrNunley's
http://InternetWriters.com
He provides copy-writing, marketing,
Internet promotion, and help for business speakers. Reach him at
mailto:ron@drnunley.com or 801-328-9006.
+++++++++++++++++++
SPOTLIGHTS
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DISCLAIMER
Although we make an effort to check out the advertisements in the
Spotlight section, we cannot assume responsibility for the actions
of our advertisers.
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QUOTES To Get You Thinking
+++++++++++++++++++++++++++++++++
Creative minds always have been known to survive any kind of
bad training.
Anna Freud
A good memory is one trained to forget the trivial.
Clifton Fadiman
Gratitude is not only the greatest of virtues, but the parent of all
others.
Cicero
Joy is the feeling of grinning on the inside.
Dr. Melba Colgrove
Having more money does not insure happiness.
People with ten million dollars are no happier than people with
nine million dollars.
Hobart Brown
Say what you will about the Ten Commandments,
you must always come back to the pleasant fact that there are
only ten of them.
H L Mencken
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THE FUNNIES
+++++++++++++++++++++++
Stop by our website every day to see the Business Cartoon
of the Day by Ted Goff. http://www.bizsuccess.com/cartoon.htm
------------
Professor's Choices
-------------------
An English professor announced to the class; "There are two words
I don't allow in my class. One is gross and the other is cool."
From the back of the room a voice called out, "So, what are the
words?
Oh Grandma
----------
The little boy greeted his grandmother with a hug and said, "I'm
so happy to see you grandma. Now maybe daddy will do the trick he
has been promising us."
The grandmother was curious.
"What trick is that my dear," she asked.
The little boy replied, "I heard daddy tell mommy that he would climb
the walls if you came to visit us again."
Did God Make Me?
----------------
Grandpa and granddaughter were sitting talking when she asked,
"Did God make you, Grandpa?"
"Yes, God made me," the grandfather answered.
A few minutes later, the little girl asked him, "Did God make
me too?"
"Yes, God made you," the older man answered.
For a few minutes, the little girl seemed to be studying her
grandpa, as well as her own reflection in a nearby mirror, while
her grandfather wondered what was running through her mind.
At last she spoke up.
"You know, Grandpa," she said, "God's doing a lot better
job lately."
***excerpts from: http://www.joker.org/
***
++++++++++++++++++++++++++++++++
RESOURCES AT BizSuccess.com
++++++++++++++++++++++++++++++++
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In the CEO Success Journal, you get practical ideas and thought-
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+++++++++++++++++++++++
PUBLISHER INFO
+++++++++++++++++++++++
Gary Lockwood is Your Business Coach.
Helping business owners, entrepreneurs, and professionals
to get all they really want from their enterprise.
(800) 272-1575 (USA) - 909/984-3344 Fax: (815) 361-3041
Email: mailto:Gary@bizsuccess.com
Visit our website at http://www.bizsuccess.com
Grow your business, make more money,
have more fun!
++++++++++++++++++++++++++++++
YOUR COMMENTS PLEASE?
++++++++++++++++++++++++++++++
I appreciate feedback, corrections, and comments about anything
mentioned in BizSuccess Breakthroughs. Please send your thoughts to:
mailto:Gary@bizsuccess.com
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