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