Is Social Media for you and your business? It is 2009 and at some point you will need to address the pros and cons of social media marketing if you wish to continue to position yourself and your business in the forefront of your market.

Social media can be all sorts of different things, and it is produced in all sorts of different ways.

However, the best way I can define social media is…”sites that are designed to connect people with other people using conversations created by the users.”

For the most part, these are relationship building sites. The most popular are MySpace, Facebook, LinkedIn and Twitter.

There are many others. In fact, I am registered on fifty-one different sites, but I only use the above named sites on a regular basis. The others simply have my articles and blogs posted to them.

Another common form of social media is blogging. You are reading a blog right now. Even though you create the majority of content, followers of your blog can comment and share their views on your posts. (by the way, please register as a follower and comment on my blog)

Generally speaking, social media sites offer free registration and adequate design flexibility for absolutely no-cost. Of course, if you wish to customize these sites, options are available for a fee. However, I see no reason to do that.

So how do these sites generate business for you and create additional sales?

Business is built through fostering and developing relationships. The more relationships you have, the more opportunity you have to generate leads, prospects, and sales.

You may also use these sites to enrich the experience you provide for your customers. You can post business updates, product information, idea development for new services and general news about you and your company.

Most of these sites have ways to acquire additional friends and prospects by recommendation. This is a key way to expand your network of friends, associates and peers, and potential customers.

Perhaps the greatest advantage to social media marketing is that your prospects and customers get to know YOU better. These sites “humanize” you. They tend to illustrate you as a real person, with a real life, wearing real clothes, hanging out with real friends and family, going to real places, doing real things.

Not everyone likes to disclose their non-business personality. However, my personal belief is customers want to see you in your natural elements of life so they can relate to you. It helps them feel better about doing business with you. There is another level of trust developed.

Now, that doesn’t necessarily mean you have to post pictures of yourself hanging out at the biker bar over the weekend as you were bent over a bar stool with blood shot eyes.

You can be highly professional and personable at the same time. You may also choose to develop a personal site and a business site.

Once you are registered on social media sites, then you have to let the world know. Add these sites to your email signatures, to your business card, on your pamphlets and of course you have to work the sites themselves.

Some generalities about the four sites I mentioned above. MySpace tends to be a more elaborate site with lots of design options and plenty of cyber-ground to cover. Its users are generally younger and the original intent was for musical groups and bands to promote their work.

You want to see my kids and what I look like on a cruise ship…check out my MySpace page and become a friend in my network.
www.myspace.com/paulmontelongo

Facebook tends to draw a slightly more educated and mature crowd, mostly a result of the fact that it started at Harvard and within a month of its inception all of the grad students at Harvard where members. It then spread to campuses all across the country. Facebook is much easier to use and its simplicity makes it a more time efficient endeavor.

You wanna see pics of my trip to Bourbon Street in New Orleans, check out my Facebook page and become a friend in my network.

LinkedIn is a more professional networking site with the capability to ask for referrals, testimonials, and general business assistance.

Please join my LinkedIn group as well.

And finally, there is Twitter. Pay real close attention to this one folks. They are growing faster than Facebook and MySpace ever dreamed. The concept is called microblogging…short simple messages to stay in contact with people called Tweets.

Join me on Twitter and we can start tweeting. www.twitter.com/paulmontelongo

We are in an era that requires more relationship building than ever. You have got to be in touch with your prospects and clients with even more regularity. It’s the way of the world now.

Until our paths cross again (likely on a social site), take great care of yourself and your loved ones.

Paul

The sign on the side door of my doctor’s office says Private Entrance. You have seen this, I’m sure. It is the door for your physician to come and go in a clandestine manner. Is the doctor the only one allowed through that door? Not usually. Employees, family and special guests are allowed through the door marked Private Entrance.

What would happen if your clients felt like they had a private entrance door to you, their contractor of choice? Of what value to your business would it be if every client you had felt like you were his or her partner? The notion of creating customer partnerships may be way out of the normal way of thinking. But just imagine for a moment if your physician allowed ‘anytime access’ through his private entrance door for you.

Seeing clients as partners rather than just customers or buyers of your service is an invaluable way of doing business. It is more economically rewarding. Mistakes or challenges in the partnership are more forgiving and the long-term relationship stays in tact. How do you create and maintain customer partnerships?

A Matter of Attitude

The first step is to adopt the right attitude. Totally giving of yourself, your time, your energy and your assets is the foundation for creating a client partnership. Your emphasis will be on fairness rather than equality. Compare it to a close friendship or well-adjusted marriage. There is plenty of give and more give before there is much taking. The “Private Entrance” door means total access to you and to your talent is required. And of course, egos are left out in the hallway. Now, I know the reality is you cannot be everywhere at once. Nor can you be everything to all of your clients. However, if they perceive that you are really trying to be available to them, the psychological impact is tremendous. Use all of the modern tools available to be accessible to your client partners. Voice mail messages can be updated daily. Give a brief overview of your daily schedule on the voice mail message, noting what times you may be available or at what time you will return calls. Return your calls at that time. Send an e-mail note acknowledging conversations with your client partners. Allow them to have your cell phone number, your pager number, your e-mail address or any other way to have access to you. Designate a person in your office to handle these calls if you need to. Let your client partner know exactly how to get in contact with you.

Now, some of you are saying, “They will never leave me alone to get anything done.” Not necessarily so. As in any respectful partnership, certain rules are put into place early on. Pre-determine when you will return calls and when you will have meetings with your client partner. Forthright conversations concerning these issues will set the partnership on the right course. I have known clients to greatly appreciate when I return their call just to say that I will talk to them later when I have more time to devote exclusively to them. They seem to appreciate the candor. This sort of courtesy pays big dividends. It is all a matter of attitude.

Establish Mutual Goals

Knowing the ultimate outcome of the partnership is essential to building a rewarding partnership. When two people have a shared vision, the details of how to attain that vision seem to fall into place. In the very early stages of the partnership, learn exactly what the client wants. What is his or her ultimate goal in the project? Is it more space for the family? Must the project fit into an exact budget or is there a little latitude for upgrades? Are there time constraints? The finished product will satisfy some emotion for your client partner. Learn your customer’s aims and goals. Do not hesitate to ask specifically what they have in mind?

Now it is your turn. You also have goals. Obviously, there is a certain profit margin to be met. Stating out front what is included in your scope of work and what would be considered extra costs will reduce future tension. You also want to make your visions clear about what you consider to be a successful project. Convey to them the importance of time and budget for you as well. Today’s client is very sophisticated. They understand costs and scheduling constraints more than we give them credit for sometimes.

After these discussions, determine the commonalties. Create a concise and memorable statement that reflects your mutual goals. The ultimate benefit of shared goals is that misunderstandings are reduced and each of you feels like the other’s partner.

See Complaints as Gifts

A complaint can be turned into the gift of a learning opportunity. Challenges can be converted into an occasion to offer creative solutions. I believe, in reality, clients do not expect you to be perfect. They do expect you to care enough to improve and to manage their concerns properly. Address the issue immediately, identify the challenge, understand the circumstances and know all of the parties involved. This process alone can reduce the stress of your client. They learn that you are genuinely interested and it is the foundation for setting up a solution.

Next, create a plan, or several plans, for the remedy. In all cases, get joint agreement on the solution and continue to communicate as it progresses. By all means, follow up with your client partner by making sure that the solution is satisfactory and it meets the desired project outcomes for both of you. There is one more thing. If you have a quite client, consider that a dangerous thing. A quiet client is either not being candid or not being contacted. He or she may be stewing about something. Some people may not complain to you, for a variety of reasons. However, they will tell their friends and associates at the drop of a hat. Do whatever it takes to get honest communication out of your client partner.

The bottom line is client fulfillment is a total commitment. The above format will give you a huge edge with your business. Oh, and about my doctor’s Private Entrance door, I suppose some day I will be allowed access through the private entrance. Until then, I will just be another patient, another customer.

Until we have the honor to meet in person, remember…”Success is YOUR choice, choose well.

“It is so hard to find good help and to keep good people on staff.” This is the most common challenge I hear from contractors around the country.   The unemployment rate is at the lowest levels in decades.   As a result, employees and sub-contractors move from one company to the next at gypsy-like pace and contractors remain in a search for quality employees to bring on board. Are their ways to attract quality employees and retain their services for years to come?

Take a look at the top ten reasons that employees stay in a company.   This will give you insight to keep your quality employees.

1. Clearly define expectations and outcomes. The most satisfied employees know exactly what is expected of them and what the ultimate outcome is of a particular project or job description. In other words, they know what the big picture is for their position. Most importantly, they have managers or employers that allow them to find their own route toward those outcomes. The best employers know and understand the differences between employee styles and allow individuals to use their strengths to their fullest potential.

2. Encourage continuing development. The innate yearning to learn and grow is natural to human beings. Employees who are encouraged to expand their personal and professional development appreciate their jobs even more. A quality employer can set up a personal development library, even if this means the top of a credenza in the office. Seminars and ongoing certification programs for your employees feed their personal development appetite. Many corporations hire personal coaches for their employees to continue to give them the edge.   These ongoing training ideas nurture your employees and expand their employable talents.

3. Extend recognition and praise. These are essential building blocks for employee retention. There is nothing complicated about recognition, but it continues to be one of the highest needs on employee’s lists.   Recognition can be received by way of verbal praise, with awards presentations, implementing an employee’s suggestion (and giving them credit for it), and many other ways.   The point is to extend praise regularly.   Employees say they need a pat on the back at least every seven days.   What a concept.

4. Genuinely care about your employees. Here is another bit of nuclear physics knowledge.   Employees say this is at the top of their list for job satisfaction.   When someone at work, either the employer or the manager, sincerely cares about them as a person, they tend to stay longer and have a much higher level of productivity.   Employees that are treated as individuals and whose personal talents are respected are much more content to stay with your company.

5. Salary and benefits are not the number one reason people stay at a company. Surprised?   The fact is that employees say it is actually fifth on their list of top ten reasons to stay at a company.   Other factors seem much more important.   Work environment, people issues, and growth opportunities rate much higher than money and benefits.   A good compensation package is necessary in combination with these other factors.

6. Offer regular, quality feedback. A great manager or employer must have an understanding of the talents each employee possesses. Regular performance evaluations help the employee stay focused on their productivity. Objective feedback helps the employee continue to understand his role.   Emphasis should be placed on their strengths and how best to use them. This will help the employee gain self-understanding and knowledge about the talents they possess and how they are applied every day at work.

7. Nurture friendships at the office. Human beings are very social by nature.  Work is a place where long-term friendships are often developed.  This evolution of quality relationships between people is very normal and it is a part of a healthy workplace.   Employers understand that loyalties between their personnel can foster company loyalty. Set up an environment in which, friendships can be developed and are able to grow. Company functions and team projects are a good way to make this happen.

8. Provide the right tools. Having the right resources and equipment for your people is essential.   This allows them to do the best job with the latest tools.   Simple things like adequate lighting, ergonomic furniture, product information guides, and computers that are networked together allow your people to do their job right.

9. Include them in the decision making process. Great employers consult with employees regularly to make sure their ideas and instincts are recognized.   Especially when decisions are made that affect an employee’s position, it is most important to make them a part of the process.     In doing this, you acknowledge the intelligence and value of the employee.   When their opinions count and credit is given to them for good ideas, they tend to stay in your employ.

10. Allow them to make a difference. When they feel a sense of mission and purpose, their job has meaning and significance.   They want to know they are contributing to an important endeavor.   The best workplaces give their employees a sense of purpose, help them feel they belong, and enable them to make a difference.

The overwhelming message is…”Employees do not leave companies, they leave managers and supervisors”.   The work atmosphere, the camaraderie of fellow employees and their managers, and the continuing personal development opportunities are the primary reasons employees remain at a company.   When these innate needs are met, employees tend to be much more productive, profits increase and there is a greater level of customer satisfaction.

Until we have the honor to meet in person, remember, “Success is YOUR choice, choose well.”

Marketing and publicity are the driving force behind every viable business. After all, if your potential clients do not know that you exist, how can they become your clients? Multi-billionaire Donald Trump says, ”the only bad publicity is no publicity”. Well, with some of the publicity he has had over the years, I am not sure I completely agree with that. The point is, we all know of Trump and something about his business.

The benefits of publicity are enormous. When massive amounts of people know who you are, what your product or service is and how it can benefit them, your chance of obtaining new clients dramatically increases. The challenge is that fancy ad campaigns, marketing research and publicity agents can represent a sizable investment. There are times when these resources may be appropriate. For most of us though, the best kind of publicity is FREE PUBLICITY, or at least very low cost publicity. Here are the top ten ideas and resources about obtaining FREE PUBLICITY that I have collected over the years that may benefit your company.

1. Join organizations and associations and get involved. Become an active member in the organizations that represent your industry and speak on behalf of the organization to consumer groups and potential clients. Do this for free and with no hidden agenda of obtaining business, but rather as open info rmation to benefit the public.

2. Send out press releases. Notices of changes or improvements in your business can be sent to industry trade journals, local newspapers, association newsletters and corresponding associations. Always mention your company name and a brief comment about your service or product.

3. Teach a class. Continuing education classes for school districts and community colleges provide an opportunity to share your business knowledge and experience with others. You will have credibility as an established expert in the community. Your teaching colleagues and students will share this others. Send out press releases of your classes and put the notice in your marketing kit.

4. Form alliances. Act as a sub contractor or joint venture with others when possible. Their clients, in effect, become yours and visa versa. Creating a master mind or “think tank” group can open opportunities for all involved. This support system can be used to collaborate on marketing programs and advertising campaigns.

5. Ask! That’s right. Ask! Did I say ask? Ask for at least 3 leads from every client and provide a self-addressed, stamped envelope for their convenience. Reward them for the new business you obtain from their referral. I have known of contracts that included a clause requiring at least three legitimate referrals. Keep a tickler file for re-contacting your clients every 3 to 6 months. Reconnect the relationship with them and ask again for their business or if they know of someone who needs your service.

6. Be a radio or TV guest. Offer your presence to a radio or TV show when there is a newsworthy item relating to your business. For example, an HVAC contractor may offer 5 simple steps for keeping your house cool and energy efficient in the hot summer months. Understand that news reporters are very busy. They want bites of information relative to hot issues. Tailor your contribution to what is current in the news.

7. Have stuff and label your stuff. Carry your brochure, one-page ad, and promotional material with you at all times. Include in them awards and any recognition you have received. Put your name and critical information on your stuff. Let others know who you are and what qualifies you as an expert. Label everything from your trucks and cars to your pen and pencil sets. Be proud of your promotional stuff. We affectionately call it in our business the, “We love us package.”

8. Get a coach or be a coach. Having someone hold you accountable to your goals and plans is valuable. Your coach will endorse you as someone who is worthy of the trust of others. Mentor a young entrepreneur. Coach a new businessperson. Share your knowledge. They will show their gratitude by telling others what a great person you are.

9. Send an e-mail newsletter. This is a no-cost way of maintaining a presence in front of your clients. The newsletter can be just a couple of hundred words long. Brevity is important. It must have a tip or provide something of value. It must be more than just junk mail. Always offer a product or service at the end of the newsletter and a way for the newsletter to be subscribed to by others.

10.Get involved in lateral organizations. Join and get involved in organizations that support the construction industry. Banking, real estate, and insurance adjuster associations are a natural support to our industry. Your presence and expertise will be a tremendous asset to these organizations. This will lead to more business from sources you may not have consciously targeted.

Publicity for your business is an ongoing venture. Investing the time and energy in these small ways can pay huge dividends when building a client base. One note of encouragement is to FOLLOW UP. Whatever leads for potential new business come your way needs to be followed up.

If you would like my personal list of at least 50 ways to grow your business with free or very low cost publicity, send me an e-mail requesting the list. I will gladly share these with you and perhaps you can enlighten me with some additional ways to publicize your business for free.

Until we have the honor to meet in person, remember, “Success is YOUR choice, choose well.”

I recently saw a poster in a sporting goods store of the three stooges. Larry, Curly and Moe were slovenly dressed, holding their golf clubs and looking comfortably smug in each other’s presence. The title of the poster was…”Play Golf with Your Friends”. After a good chuckle, I was reminded of the truth in this statement. We tend to choose our friends and associates because of our perception of similarities with them.

Successful entrepreneurs understand the longevity of their enterprise depends on the relationship and bond that is built with clients, vendors and prospective customers. How do you make more sales, open more quality alliances, and have better customer relationships in the highly competitive construction business? Rapport is the key. Here are the five most effective ways to create instant and lasting rapport with anyone you meet.

1. Express a genuine interest in the other person and in what is important to them. Ask leading questions to elicit details about their family, hobbies, career and business. Do this in an effort to find things in common. Use their personal name often. The sweetest sound to people is the sound of their own name. Make mental or written notes of the important events and activities in their life. Refer to these as often as possible. It is amazing how we all like to talk about ourselves. When you have an interest in others, they will open up and really tell you what they want in the business relationship. They will also be more apt to listen to what you want.

2. Create physical rapport. Since we tend to relate more easily to those who are like us in some way, establishing physical rapport is a skill to develop. This is sometimes called matching, mirroring or parroting. Try to match the body language, vocabulary and tone of voice of the other person. This allows you to more readily understand and empathize with the person’s position. Why? Because, though we are all different, we are all similar in many aspects. We tend to have the same body language for similar emotions. If we adjust our body language slightly to match the other person, we begin to find likeness with the other person. This shows respect and adds validity to what the person is saying while allowing you experience some of the same reactions.

3. Be an active listener. The best communicators in the world have the ability to listen at least four times more than they speak. Listening attentively enables you to discern what the real issues are by what is said and, in many cases, what is not said. Paraphrasing what has been said or asking re-direct questions validate that the other person has been heard. It usually leads to more clarity of what is really being said. Again, people love to talk more than they like to listen. The listener controls the conversation. Active listening helps you discern how the other person processes info rmation. Are they looking for visual aids? Will they learn more if you verbally describe your service or must they be motivated by the sense or feeling of what you have to offer? When these processing styles are determined, you then can present your case in a way that they will most likely appreciate.

4. Seek agreement. It is easier to move from agreement to agreement than from disagreement to agreement. Search for any way to reach similarities. Use similar jargon. This shouldn’t be too difficult in the construction business. We all use similar phrases and terminology. Look for beliefs or opinions that you share in common. This is different from adopting another person’s beliefs. Rather, acknowledge the fundamental commonalties that may be woven in the other person’s opinion. On rare occasions, the agreement to disagree may build enough respect for opening a relationship. Seeking agreement requires flexibility. It means that you may need to adjust your perception of the situation in order to move to agreement. Agreement of even the minutest details provides a foundation for broader agreement.

5. Be genuinely friendly. There is absolutely no substitute for being friendly. I mean being real. A smile and a pleasant disposition usually will diffuse any tense situation long before it happens. When it is real, it builds long term trust and credibility. After all, do you like to deal with people who are pleasant? That doesn’t mean you have to be the bubbly cheerleader type. A sincere smile, a warm handshake and good manners go a long way. Their impact is subtle and often remains long after you leave. Sometimes this is overlooked in the construction industry. Since that is the case, it is even more impressive when it is a part of your personal protocol.

In business, these strategies greatly enhance your ability to create strong bonds and relationships. Here is a secret. They are also a fantastic way to build better family and personal relationships. Selling your product or services in this day and age is about OPENING relationships rather than just closing deals. It is estimated that 80% of the time, we purchase the products we do based on how we feel about the person who is selling them to us. In service related industries, like construction, the percentage is even higher. In other words, do we like the other person? Is he trustworthy? Do his or her business and personal interests resemble ours? These are questions that most buyers ask themselves at a conscious or a sub conscious level. Simply stated, we buy much more often from those we like.

Until we have the honor to meet in person, remember, “Success is YOUR choice, choose well.”

The old adage goes like this, “The man with one watch knows what time it is. The man with two is never sure”, which begs the question…

Do you know what “time” it is?

The challenge with many sales professionals and entrepreneurs is they tend to be so creative and expressive, they loose laser focus of their real objectives. Why do some people tend to be more successful in their sales than others? Why do some sales people thrive when others meander through “challenging markets”? Why will some sales people and entrepreneurs earn major money and market share when others succumb to “corrections”, “adjusting markets” and “market gluts”?

The answer is…they are looking at only one watch. They know what time it is and there is no uncertainty about the time. There is no confusion.

Naysayers will submit the excuse that sounds like, “I am a realist. There is a definite softening in my market. The statistics prove it.” The reality is that line of thinking is evidence that you are wearing two watches. The man (or woman) with only one watch sees nothing but opportunity in any market.

The other reality is… even in markets where sales may be down as much as fifty percent, someone is selling the other fifty percent. Is it you?

There are three key elements to being in the “zone of sales success”. The first component is Intention. You may know it as focus, purpose, target or even your objective. Your Intention is the complete certainty with which you move toward your desired outcome. When you “wear two watches”, you can never be one hundred percent certain of your Intention. Your ability to focus on your desired outcomes and to block out peripheral opponents is the key to your success.

Peripheral opponents are the “other watches”. These opponents cloud your vision. They distort your focus. They cause confusion which, in turn, cause fear and disillusionment.

Your Intention is revealed by your laser focus and the certainty with which you work toward your objectives. In order to keep your Intention in line and reach your desired level of success (or better) it requires that you do the following:

• Be specific with your Intention. Areas of Intention for sales professionals include Prospecting, Follow-Up, Referrals, Asking for the Close, and being committed to finding solutions for your customers. The area in which most sales people fall short is asking for the sale. Why? The surface answer is a fear of rejection. The deeper, more truthful answer is a lack of Intention. The other watch in this scenario is the possibility of someone saying “no” to your sales proposition. “No” is the peripheral opponent. Your genuine Intention does not hear “no”. It hears, “what else do I need to do to get a ‘yes’”?
• Pay attention to what is working and continue do it better than before. Often, people will sabotage their own success out of fear of the unknown. In other words, they haven’t reached this level of success before and the uncertainty of the situation causes one to go back to what is familiar and comfortable. Have you ever had a banner month of sales and then follow it up with a lackluster effort the following month? Your subconscious put the brakes on because your Intention was not set to that level of success yet.
• Get clear with your Intention every day. You would not dare consider yourself a physical success if you only went to the gym once a month or three times a year. Your Intention is much more acute and requires regular attention and reinforcement. You may reignite your Intention in many ways. The most powerful way is to set aside a small amount of time early in the morning to get clear with yourself about your Intention. In this way, your focus remains in place through the day regardless of the fires you encounter or the situations you face. In essence, you are putting on one watch in the morning.
• Associate with other “one-watch-wearers”. It is a fact that you can measure your level of success by taking a look at your associations. Read books, listen to audio programs and mastermind with people of similar Intentions. There is enormous power in association. You don’t even have to associate with someone in your industry. In fact, cross-industry association is even more healthy for your powers of Intention.
• Finally, you must continue to upgrade your Intention. Personal and professional growth is essential to human fulfillment. Growth is a result of your ongoing assessment of how you will continue to challenge your Intentions and your possibilities. Your exterior accomplishments are a direct result of your inner improvements. In effect, you replace your one-watch with another new watch.

Thank you for taking time to read this article. So often, I am approached by sales people who attend my seminars and workshops asking me about the process, the system, the solution or the secret to real sales success. The answer is quite simply your dedication to your singular focus and Intention for sales success…or any other form of success for that matter.

Until we greet again in person, remember…”Success is YOUR choice. Choose well.”

- Paul Montelongo

As an internationally recognized trainer, keynote speaker and business consultant, I would like to officially welcome you to this blog. It is my intention to provide you with the most up to date information on everything related to marketing and sales. And, when I say everything I mean it – I’m going to touch base on topics like super sales success, leadership enrichment, personal morale, customer service, employee empowerment, marketing and promotion, home building, new home building, real estate and more.

All of the information presented has one goal in mind – to help you punch up your sales using the unique professional experience™!

Thank you for taking time to read this post.

Until we greet again in person, remember…”Success is YOUR choice. Choose well.”

- Paul Montelongo