| I met Rod at a Chamber of Commerce | | | | the benefit of the service I offer. |
| function in 1998. While everyone else | | | | There are a million examples of this |
| took turns introducing themselves to the | | | | concept at work all around us everyday. |
| other business owners at the table | | | | My local Starbucks tempts me with a tray |
| telling them about their business, Rod | | | | of cut-up cookies and muffins on the |
| was massaging my neck and shoulders. By | | | | counter. Several photo studios sent me |
| the end of the morning I was asking him | | | | freebie coupons to capture the image of |
| for his phone number. Now before your | | | | my beautiful new baby last year. A month |
| mind races too far ahead, let me tell | | | | ago, I saw a salon offering free |
| you that Rod owned a business providing | | | | haircuts at an outdoor fair. A virtual |
| Shiatsu massage. | | | | assistant I met offered prospects two |
| And he didn't just massage my shoulders | | | | free hours of work to help them feel the |
| - he worked his way around from one | | | | true relief that comes with delegating |
| person to another during introductions. | | | | administrative tasks. |
| While we hawked our businesses nervously | | | | This has been going on forever. I |
| putting on our best sales pitch, Rod | | | | remember the story I was told when I was |
| enabled us to FEEL the value of his | | | | first hired by the corporate offices of |
| service. | | | | Circuit City. Sam Wurtzel started the |
| What did it cost him? Nothing. Now, we | | | | company in 1949 when he saw the first |
| don't all have the luxury of being able | | | | television tower being constructed in |
| to let prospects sample our services so | | | | Richmond, VA. Television was just being |
| easily, but if we're creative we can | | | | introduced in many cities. He would go |
| help prospects FEEL the benefit of | | | | door-to-door to offer families the free |
| working with us. | | | | use of a television for a week. During |
| Most of us work so hard developing our | | | | that visit, he would have a nice chat |
| sales pitch, creating and refining it | | | | with the family making sure to find out |
| numerous times over the first couple of | | | | what show was their favorite. If they |
| years as we obtain a sharper focus of | | | | accepted the offer to keep the |
| exactly what we want to do in our | | | | television for a week, he would wheel it |
| business. But, ultimately, all of this | | | | into their living room right there on |
| hard work results in the same type of | | | | the spot. Now, these were times when |
| pitch - "Hi, my name is Kimberly and I'm | | | | most families had never seen a |
| a Business Coach. I work with business | | | | television, so this was big news. The |
| owners to help them increase their | | | | family would start telling all of their |
| sales, profits, and rate of success." | | | | friends and neighbors about this |
| Okay, that sounds fine. Quick and to the | | | | wonderful new television they got to use |
| point. But, what did you really get from | | | | for a week for free with no strings |
| it? You know who my target customers are | | | | attached. They would invite family and |
| - business owners. You know the results | | | | friends over to watch their favorite |
| they will achieve by working with me - | | | | show all together. It was an event. |
| increased sales, profits, and rate of | | | | But guess who showed up right before the |
| success. But, what's missing? Do you | | | | show came on? That's right - Sam. From |
| know what it's going to feel like when | | | | there, it went something like this ... |
| your sales increase? Do you know how | | | | "Well, I'm here to pick up your |
| exhilarating it will be when your | | | | television. I hope you enjoyed it this |
| business is growing faster? No. | | | | week. Oh, your favorite show is just |
| You hear what I say, but it's still a | | | | coming on? I'm really sorry, but I have |
| gamble for you. These days, coaches are | | | | to take the television back now." You |
| everywhere promising all sorts of things | | | | get it. He approached them exactly when |
| from helping you find your spiritual | | | | their interest was at its peak. They |
| center to helping businesses to deal | | | | knew how it felt to watch television, |
| with the impact of the economic downturn | | | | and they liked it! |
| on their staff. So how do I enable | | | | What can you take from Sam's story to |
| business owners to FEEL the benefit of | | | | apply to your business? What could you |
| working with me as a Business Coach? | | | | do to enable prospects to FEEL the |
| I offer them an opportunity to | | | | benefit of your business? Provide a |
| participate in a free 4-week MiniSeries | | | | limited-time trial? Offer a product |
| of my FastTrack MBO (Mastering Business | | | | sample? Give them a free hour of |
| Ownership) Program. I invite them to | | | | service? Be creative. Brainstorm with |
| experience exactly how business coaching | | | | other business colleagues to come up |
| and a structured learning program will | | | | with ideas for each of your businesses. |
| increase their sales, profits and | | | | Just remember - you can TELL prospects |
| overall rate of success. This is my | | | | all you want about yourself and your |
| offering of a trial or sample. This is | | | | business. It's when they FEEL the |
| how I give them an opportunity to FEEL | | | | benefit that they'll start calling you. |