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Monday, July 28, 2008

aak206

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Like outsourcing, but over more time-zones in different languages and cultures, offshoring is a huge step to take if you haven't done it before. Getting it right can open up new avenues for increased productivity for a whole host of your organisation's processes. Getting it wrong can mean the "O word" is never mentioned again and your organisation is burdened with costs that competitors divested long ago.

Offshoring Models - Take Your Pick

Should you be considering a lower risk & reward partnership with a Big Four consultancy who own the offshore relationships, or a more "do it yourself" approach where you put all the offshore supplier relationships in place? On the other hand would you prefer to acquire or establish a business offshore? The typical risks and rewards of the models can be significantly different, so take a bit of time getting this decision right. Some companies take a progressive approach; they get help with the earlier offshored processes, and then ultimately transition to establishing their own organisation offshore.

Before You Do Anything

If you haven't offshored before, consider offshoring "back-office" rather than "front office" processes first and don't try to reinvent the wheel. Start by selecting the right project manager; someone who's "been there" and "done that" before. If you're not partnering with a "Big Four" consultancy and you can't wait for headhunters, give some thought to interim management as an alternative. Whatever route you take though, don't risk using someone who looks good, but actually hasn't done it before. You'll need someone who knows what actually happens, who really knows the key risks and how to mitigate them; someone who knows which are the emerging markets and those which are more mature.

Once you've found your experienced offshorer, give them unambiguous terms of reference and then build a full time multi-disciplinary offshoring team around them. If you think you can't afford to build a multi-disciplinary team, for the duration of the project, think again. Can you afford not to?

What's The Worst Case Scenario?

Before you go much further, get the team to work out what the likely benefits will be and also what your offshore disaster recovery plan is going to look like and cost. The latter may be a rapid re-onshoring of the process, but whatever it looks like, it's best to know what the worst case scenario is and decide whether the risk-reward ratio is right sooner rather than later.

Consider Re-Engineering Before Offshoring

In the rush to offshore, most companies overlook this, but whichever model you choose it's better to optimise your processes before you offshore them. This has several benefits. It ensures that the key steps to process success are documented formally, rather than them remaining carefully guarded secrets in your employees' heads. Understanding current process performance also helps to develop confidence about what level of improvements are likely to be achievable. The application of lean techniques can reduce the cost of a business process (before offshoring) by between 20-30% and reduce in process inventory levels and lead times by 50%. That way you capture the savings before the transition to offshore, otherwise your eventual supplier will retain them. Importantly simplification will help to make the process more robust, whoever's ultimately operating it.

Engaging With Offshore Suppliers

Identify what the key success factors for an outsourced relationship are, and issue a Request for Information (RFI) to potential suppliers. From this identify what additional benefits the offshore suppliers should be able to provide because they are specialists in the field.

Be absolutely clear about what your performance expectations are from the beginning. Set these as objectives when you first meet with long-listed suppliers, and repeat them for conditioning purposes at every important meeting. Back this up with a contract which includes comprehensive service level agreements (SLAs) as schedules; and where you want ongoing performance improvements draft clauses with win-win incentives.

Make sure that you get your "supplier quality assurance" assessments right. Run in-depth diagnostics inside the short-listed suppliers' businesses and let your process experts find out how suppliers really do things.

If you've comprehensively specified your requirements, give serious consideration to using e-Sourcing (e-Request for Information, e-Request for Quotation & Reverse e-Auctions) to minimise suppliers' prices, but don't forget to take account of any fixed costs which will be left behind and will have to be shared amongst the remaining onshore cost centres.

When you've selected your supplier, run "on-shore" trials with "offshore" employees to prove the concept and develop and train supplier "super-users", then run "offshore" pilots, before rolling the solution out on a grand scale.

Then when the relationship is established put full time supplier relationship managers in place, who understand in detail how the onshore process worked, and will work inside
your offshore suppliers to drive continuous improvement against the SLAs and maintain service quality.

Conclusion

Yes offshoring has its risks, but a carefully managed project led by someone who really knows what they're doing, can open up an entirely new range of opportunities to improve your organisation's performance.
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aak205

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The very foundation of outsourcing means getting someone to handle your work, a partner in business. Ideally the outsourcing consultant or company should have a similar vision as yours and solid work ethics.

Success in business would depend greatly on finding the right outsourcing company and for this you must:

  • Determine clearly what your core business competencies are. Know your strengths and weaknesses.

  • Clearly define your goals, future business plans.

  • Create an outsourcing proposal that outlines your objectives as well as needs. State clearly the details of the project, expectations, timelines, as well as budgets.

  • Do in depth research on outsourcing companies to find out which ones will satisfy your needs. Alternately one can hire a consultant to carry out the search.

  • Search for an organization that can source many talents. Flexibility in operations is crucial.

  • Interview at least 3-4 organizations. Check out their referrals and projects completed. Be sure to meet key personnel to gauge their competencies. And check out their technological expertise.

  • Do a cost effectiveness study as also how the selected company will fulfill your needs. Whether their infrastructure and training will be in synchrony with yours. Systems must be compatible. The costing should address impact of increased flexibility, difference in productive and time management, which is the time taken to reach the market and its effect on competition.

  • Study thoroughly the non-financial costs as well as advantages of outsourcing.

  • Check with local chambers of commerce like the California chamber of commerce at www.calchamber.com or other associations that focus on human resource like the Sacramento Area Human Resources Association at www.sahra.org.

  • Before making a final choice check whether the outsourcing company or vendor is trustworthy, find out what kind of security measures they use, check the company's reputation in the market; determine in no uncertain terms whether they have the right qualifications.

  • Seek answers to: are they an established and financially sound company; what is their customer service philosophy; what is their service record; who are their current clients; is their estimate transparent or are there any loop holes; are they limited or can they expand along with your growth; is there an implementation plan; what about disaster recovery mechanisms; can they deliver?

  • Check whether communications will be smooth and trouble free and if there are any cultural differences between you and the vendor. If yes will you be able to bridge the difference.

The cornerstones of a good and ideal outsource is a company that will enhance your performance; partner you in growth by infusing talent and technology; will share your visions; and contribute positively.

Interview the companies. After you select one discuss in detail the contractual terms. Be sure to protect your own interests well. It takes trust, collaboration, communication, and chemistry to make an outsourcing successful.
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aak204

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The globalization phenomenon of the 90s brought about two significant changes, which were looked quite an unrealistic proportion just few years before the dawn of the 90s. The internet revolution, the ultimate thing that helped globalize the world, caused physical distances to shrink and economies became more and more interrelated, in a way such that an economic change at some part of the world bound to have some sort of an influence in other economies as well.

Globalization virtually expanded the contours within which businesses functioned earlier - both in terms of economics and service - and redrew the limits to encompass every corners of the world where businesses can be set up without much hitch and services bought in plenty. This paradigm shift had indeed become the soul of outsourcing. A good 15 years since outsourcing commenced, market researches have shown that outsourcing accounted for services at a low cost - as fewer by 50% - and that without compromising on the quality of work and execution time.

In these early years of the new millennium, where we stand today, the Asian and south-Asian countries ranks themselves as hot beds of outsourcing, a fact substantiated by market experts who put the net worth of outsourcing industry based on these countries to a whooping $100 billion, and the number increasing by the day. The figures itself is clear indication of the amount of work outsourced to this part of the world. But if you are new to this field, how to get yourself started with outsourcing? Also, there are other questions such as how to outsource work and where to find the required services and talent? Furthermore, where to post the proposals so as to receive maximum exposure? Well, these are exactly what we are trying to explain in the following paragraphs.

There are various websites in which you can submit the project proposals and requirements. Most of the websites charge a fee for signing up so as to post the project details while some others are partly-free. Also, there are free sites which allow people to sign up and advertise projects free of cost, and a nominal commission will be charged if the advertiser finds a freelancer through the site.

Which ever website you choose to post to, it is the visibility one's advertisement gets that ultimately matters in drawing more talents and hence a better talent pool from which the final selection can be made. Therefore, tactically, it will be prudent to post the project in at least two websites at a time. Ideally this should be a pay-site with the most competent services and maximum viewer ship and a free one. The project posted in the former may provide an enhanced promotion - as per the marketing standards and quality of the site - meanwhile posting in the latter, and if it is a new one like WorkAsFreelancer.com, gives the client a place at the top of the list and hence better chances for finding quality bids with less struggle.

Alongside visibility, there is one more aspect that the advertiser need to stress on - it is the type of the project and a detail of the requirements and demands from your side regarding the freelancer who is bidding for the project. It is in fact a way of telling the freelancer about what you expect from him. Such enunciated way of posting projects eliminates the issue of inappropriate bids and draws more freelancers instead.

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aak203

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The IT revolution can still change the destiny of Pakistan, but will require a readjustment of the sights. This readjustment will require her to work with what she has, and not what she currently doesn't!

Pakistan has been unable to produce software developers in increasing numbers, but does possess skilled workers in reasonable numbers in other fields that can provide services to clients all over the developed world through the Internet. These services range from data entry to telemarketing to insurance claims processing to payroll management to computer-aided designing to financial analysis and forecasting.

Pakistan's doctors can be employed for medical data analysis; lawyers can provide legal advice over the Web; graphic designers can produce animations. The possibilities are numerous and the opportunities lucrative. The Internal Rate of Return (IRR) and Net Present Value (NPV) numbers for many of these opportunities are similar to those for the software export business.

As an example, look at the function of an insurance claims processing company. Say an automobile accident takes place in New York City. The claimant fills a paper form describing the incident and providing his particulars and submits the form to the insurance company's office in New York. The company scans the form and sends it to the offshore company in Lahore, Pakistan. That form will be automatically routed to the computer terminal of a claims examiner. The examiner goes through the form and (using some simple business rules) determines the validity of the claim and sends his decision to the insurance company in New York. End result: the New York-based company saves 50 per cent of the processing cost!

The customers for such IT-Enabled Services (ITES) are looking for more than one benefit: on the one hand, they want to achieve cost reductions of around 50 per cent, and on the other, they want an improvement in the current level of their services. By outsourcing the non-critical tasks, they also want to focus all their energies on the processes that form the core of their businesses.

Canada is the easiest market to get ITES work from, as it has the highest percentage of businesses that use outsourcing services. Number two on the list is Australia, followed by the US. A higher percentage of companies in the energy sector outsource, followed by the financial services and then, technology companies.

Companies that outsource look for service level guarantees, a proven track record and specialization in the business process of interest from the providers. Many outsourcing relationships fail because of organizational resistance in the client company, unclear performance metrics, or the client's loss of control over the outsourced business process.

The primary advantage that Pakistan's ITES businesses enjoy is the relatively low cost of labor. Secondary advantages are zero corporate taxes and low-cost infrastructure. The time zone difference between Pakistan and the US can also be an advantage in certain ITES businesses.

The key challenges that an ITES entrepreneur faces is marketing the service that he or she is striving to provide and ensuring the confidentiality and security of the client's data. Another challenge is ensuring the quality of the service that can only be achieved by having a clear and continuous organizational focus on the training of the service providers.

Pakistan-based ITES businesses face three types of competitors. The most significant competition comes from prospective clients carrying out the non-core tasks themselves. However, if clients focus on non-core tasks, they suffer from higher costs and lower efficiencies. Hence, they can be enticed by offering high-quality service at a lower, fixed cost.

The second type of competition comes from developed-countries-based outsourcing operators. They run very efficient businesses but are hampered by higher labor costs. The final type of competition comes from outsourcing operators based in low-labor-cost countries like India and Philippines. Pakistan-based ITES businesses don't really have any advantage over them, but can ignore that competition for now as the demand clearly exceeds the supply.

In summary, ITES is Pakistan's irresistible value proposition because of the availability of the trained human resource in reasonable numbers. Moreover, increasing the size of this human resource is easier as compared with what is required for software development.

ITES is a lucrative opportunity for forward-looking entrepreneurs. While selecting an ITES sector, they should look for human resource-intensive business processes in which the difference in the cost of labor between Pakistan and the target market is the largest. They should focus on utilizing their existing strengths and should also try to develop contacts with Pakistan-origin expatriates for marketing purposes. To achieve long-term success, they should look for value-adding partnerships with international companies and focus on organizational excellence and customer satisfaction.

The US economy as a whole is depressed, resulting in squeezed revenues for almost all companies. To meet their profitability targets, most companies have no option but to cut costs. Pakistan's companies can benefit from this situation by offering IT enabled services and software development services at attractive rates. These should be the best of times for Pakistan's companies.

The economic downturn in the US is an opportunity for Pakistan's ITES and software development companies, not a setback!
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aak202

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Finding offshore customers for a call center startup is a difficult proposition. The real challenge, however, comes afterwards - delivering and meeting the expectations of those customers!

First things first though - how to go about finding your initial customers? The first question that you need to ask yourself is why some organization should outsource work to you? For them outsourcing is certainly an attractive, but high-risk proposition. It is attractive not only because it lets them concentrate more on their core activities, but also because of cost-savings. Their risks are primarily quality and reliability related. As a startup you should be prepared to address these risks in a satisfactory manner.

For starters, you should be able to back the quality and reliability of your service. This can be done in many ways: you should try to do them in as many as possible. A standard device guaranteeing the quality and reliability is a Service Level Agreement (SLA). You should develop an SLA defining industry-standard performance criteria for your company.

You should also show the prospective customer some evidence about your track record (e.g. list of customers and testimonials) in the running of call centers. As a startup, you may not have such testimonials. In that case, you should highlight the call-center-related experience of your key team members.

Call center customers prefer specialists over generalists. Try to select a niche for yourself, e.g., order taking, helpdesk, telesales, etc., and try to build your whole selling pitch around that niche.

Before making a pitch to prospective customers, try to understand how their business work and be ready to tell them the following: how they can make-more-money or save-more-money or get-more-business or enhance-the-quality-of-their-service or improve-their-product by outsourcing their call center function to you?

Do tell them about the processes that you have in place to assure the quality of your services. An industry-standard quality certification will be invaluable in this regard. Do develop a disaster-recovery plan and share it with the potential customer.

Here are a few more suggestions: get in touch with your country's expatriates in the target country for leads and other assistance. Register your company with country-specific organizations (like NASSCOM in India, PSEB in Pakistan) and international portals like offshorexperts.com. Write to other offshore companies in outsourcing powerhouses like India, Philippines, and Canada and see if they would like to develop a partnership with you.
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aak201

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The outsourcing industry worldwide is booming. There are very few Information Technology sectors which are not into outsourcing. The question arises, that when everybody is jumping on the outsourcing bandwagon for obvious benefits, then why not the construction and real estate industry.

One aspect where the real estate industry can immediately benefit is in outsourcing designing of 3d models or renders of their present and future projects. It is widely acknowledged that the 3d representation of a real estate venture creates a stunning impression in the mind of the buyers, if designed appropriately.

Today, architects and builders recruit in-house designers who design 3d models for them. But then most of these people are not 3d specialists, not at least specialists in designing 3d models for real estate ventures. To achieve this purpose one needs the help of civil engineers, architects and designers working in tandem. Also, the cost of outsourcing this work is much less than compared to getting it executed in-house.

Also, to allocate resources to 3d modeling is a problamatic affair for such consultants and companies as their core business is construction and not 3d design.

To tap this opportunity many companies have emerged worldwide who specialize specifically in 3d modeling. For an architect or builder to outsource such work to these specialist companies, is a proposition of significant benefits. Not only it saves them costs but also takes the headache off their shoulders.

Also, the architectural expertise and the design expertise of 3d modeling companies
can be combined to create life-like models which would be utilized on the project website, brochures and other sale materials.
After all, a real estate venture is not a virtual commodity and folks would like to have a glimpse of the future before they invest.

Many architects have already realized this and a significant amount of work is being outsourced. Its time others realize it too and make a head start.
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aak200

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Two Approaches:

There are two negotiation approaches prevailing in the world today, but "unfortunately" only one that is more widely spread, especially in the negotiation training circles.

First is the basic negotiation tactics approach, that dominates the training industry especially in the Western world. It is also practiced widely and naturally in the developing nations of the world.
The second is the strategic negotiation approach that is more complex and less common or even understood in the training circles, among people or in practice.

Negotiation skills in general, are a prerequisite to success in any endeavor in life, from career progression, buying a car, resolving conflicts of any scale, growing a business to finding an attractive partner.

Being a vital skill to learn, I suggest that understanding the differences between the two approaches is a step in the right direction before you plunge into an expensive courses, books and seminars on the subject.

The basic negotiation skills training prevailing in the market place today is merely a teaching of some tactics that may help people to outsmart others and get what they want from them regardless of the consequences.

This training is basically about selling a bunch of negotiating tactics to people who are eager to learn the skills fast while being amused and entertained by the presenter at the same time.

In any of this training, you learn tactics and cliches like: be assertive, win win, be prepared, aim high, be patient, focus on satisfaction (I like this tactic myself!), don't accept first offer, don't make large concessions, always be willing to walk away and so on. While this "teaching granny to suck eggs" approach to negotiation may be entertaining and fun, it certainly doesn't give the full story or help people develop any negotiation skill.

Let me assure you dear readers, having come originally from Egypt where bargaining attitude is a way of life and where every thing is negotiable, you will be eaten alive if you try to use any of these negotiating tactics you learned at a course when you negotiate with these people. Secondly if you want presenters and teachers to talk to you about negotiation tactics, I can provide them to you by the sack from these old and great developing nations.

This type of training makes a poor excuse for not teaching strategic negotiation and put people at risk of thinking that they have now acquired this vital skill.

Strategic negotiation on the other hand is a much more complex area of knowledge and yet, once learned and practiced yields greater outcome that is also long lasting.

The irony in both approaches:

The irony in both approaches is that in order to practice what you learned in the basic negotiation training, you really need to act like a "street wise" in your walk and talk or you will look like a ready and nice meal for lunch to your opponent.

Not only this, I actually believe that this basic negotiation approach is a culturally inborn trait and cannot be transmitted in training courses. It is more like you were either born with it or you were not.

The bigger irony and paradox about strategic negotiation is that while it is far more complex skill and require greater analytical mind, it is considerably easier to learn. It also lends itself more to studying and practicing and in some cases doesn't require face to face "haggling" to achieve great outcome.

Strategic negotiation skill is not a culture driven inborn skill, it is universal in its application and methods.

Let me illustrate the two approaches by giving you a simplified negotiation case from the business world.

A Case for illustration:

A large company is buying important Data Base software to use as the underlying engine for all of its computer applications. Once this software is purchased and installed, replacing it would be near impossible because of technical and financial reasons. The price runs into millions of pounds with a huge yearly maintenance fees. The technical department satisfied itself while working with the supplier in "partnership" that the product is the best in the market and have recommended its purchase to the management.

The buying organisation is now asked to begin the negotiation to achieve best possible deal.

Basic Negotiation Approach:

Following the basic negotiation approach and applying all the tactics learned, the company will get good discount because of the large up front payment it is willing to pay and the basic negotiation skills applied to the situation.

But here is the problem: as soon as this software is purchased and installed the whole balance of power for all future purchases and upgrades changes in favor of the supplier. Maintenance fees will spiral out of control and the next time the buyer tries to negotiate another deal with the same supplier he/she will find that his/her negotiating world has completely changed.

The same nice yielding sales people he/she was used to dealing with have now turned into real sharks putting their conditions and demands on the company while possibly using their strategic negotiation skills that lead them to this powerful position in the first place.

Strategic Negotiation Approach:

The strategic negotiation approach to this situation is completely different. The strategic negotiator sees the bigger picture, uses the "whole brain" approach, doesn't wait till the company tell him that it decided to buy this particular software. He/she is also working closely with the technical department, the planners and the people who will make the decision. He/she knows that such software will be needed and that he/she has to move now and mobilise the company for the acquisition long before the supplier gets a "sniff" of it.

The strategic negotiator agrees with the stakeholders on the deal brief and the wish list of the users before hand. He then adds to it the commercial wish list which must include a long term frame work agreement among many other wishes.

With this kind of preparation, information and mobilisation of the company resources and agreement with the stakeholders before hand, holding a strategizing session can inform the negotiator on the best course of action to take for this aquisition and best negotiation strategies to apply before the negotiation begin. Now as they say - the world is his/her "Oyster", he/she is prepared for the "kill".

What have been Achieved:

What have been achieved in this strategic negotiation is not only the best deal for the company now but also the strengthening of the company negotiating position for the next five years to come even when the company doesn't have the financial leverage over the supplier.

Under the basic negotiation approach, the deal left the company in a weak negotiating position for the next five years and completely at the hands of the supplier.

Strategic Negotiation demands a set of preparation, analysis and strategies before going into any negotiation, to ensure a favorable long term outcome before the negotiation begins.

Let me leave you with this great quote:

"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat."
Sun Tzu the Art of War

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aak199

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Negotiating is a skill that like warfare tactics must be honed. It is important to be mentally prepared to win. Do the ground work well before your reach the negotiating table and decide on the "path" you are going to take. Positivity will help as also a sense of confidence and self esteem. Set aside any doubts you may have and stride forward prepared to win at all costs.

The five cornerstones of successful negotiation skills are placing emphasis on common points; presenting clear arguments; being innovative and open to several options; focusing on the problem being dealt with; looking for a clear solution. The key is to be clear about your preferred outcome. However in the back of your mind you must be willing to compromise to some extent.

A good negotiator is an excellent communicator and understands how human beings think, feel, and function. You must be able to befriend the people seated on the other side of the negotiating table. You must know when to push hard, when to accept a compromise, and when to walk away. A negotiator is in many ways an artist he needs a great amount of creativity to steer the negotiations to a successful completion. A negotiator must keep in mind the 3Fs: fair, fast, and firm.

According to the gurus there are tactics to be used for negotiating:

1. Be focused on the problem or issue. Logical arguments are the key to smooth negotiations.

2. It is important to be firm yet polite when making a stand or presenting a point.

3. Clearly emphasize the advantages and disadvantages.

4. Be patient and let the process of negotiation take its course.

5. Put ego aside and concentrate on the matter at hand. It is finding an amiable solution that's important not self worth or position.

6. Never threaten or manipulate the opposite party-it is completely unethical and unfair.

7. Aim for solutions that are interest based and not what individual desires or aims are. It is best to consider any situation as a whole rather than from a personal view point.

8. Avoid psychological traps and have the magnanimity to admit when you are wrong. Be open minded.

9. Don't accept weak solutions and try and negotiate a plausible settlement. Temporary measures are not what you need. A permanent solution must be sought.

10. Value time, schedules, and deadlines. A good negotiator will not beat around the bush or adopt delay tactics or waste time talking about mundane matters. It is professional to immediately get down to the business at hand.

Most human beings are born negotiators. From the first breath a baby takes it makes all around him dance to his tunes. Most of us consciously or unconsciously do what we have to do to get our own way in life. And, if we look closely it is just mastering the art of negotiation.
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aak198

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By definition, barter is when parties swap services or resources. But in business terms, it's an exchange that ends usually with everyone a winner. All parties involved in bartering hold onto their cold hard cash and don't lose a cent. There's no worries about getting ripped off as a buyer or seller, so it's an exchange that's high on trust, low on tension. And finally, the government doesn't get its hands on any of the proceeds. Bartering is such a great system, it's no wonder it's been around nearly forever.

Historians and archeologists reckon that bartering is a human business practice for the ages. It goes back as far as written history, and perhaps even further into mankind's (and womankind's) history of business practices.

Between humans, the actual business practice of money came long before money was invented. In written history, as far back as 9,000 BC, shepherds used cattle as a means of exchange-from sheep to cows, camels to goats. Then when farmers came along during the course of the next couple thousands of years, grains and plants became the hot commodity in the world of bartering.

Bartering may have dissipated over the years, but it by no means went away. That's the amazing thing about bartering. It still is, to this day, the ideal method of business exchange for some business folk, including companies with millions in assets. But it's especially helpful for small businesses looking to get a leg up on their competition.

Listen to people talking in today's business world, and you'll hear stories such as the programmer who helped to code an interactive Web page for a startup graphic-design company, in exchange for a logo design for his own startup surf-board design shop. Then there's the story of the new Internet advertising firm rolling out an ad campaign for a restaurant. Later that year, the restaurant hosted a "free" party and dinner for that ad firm's clients.

Examples in today's business world abound for bartering. The reason is that bartering still has many advantages to it in this modern business world.

For instance, for companies that are just starting to build up their assets, bartering is an opportunity to save their hard-earned cash. Even established companies love the chance to keep their money in the bank. With bartering, a company can get what it needs, while providing a service that the other company needs.

And because there is no money passed between pockets, the taxman does not even need to know about it. That saves you, and your accountant, the trouble of figuring out one more piece of business income or expense.

Lastly, deals involving money may whip up the old Scrooge mentality-a combination of greed and mistrust. With money deals, you may always be left wondering if you got the short end of the stick. Not so with bartering. With bartering, you get exactly what you need. And in return, you give a fair share of goods or services.

There's no need to be a Scrooge here. Instead, the whole transaction is one of trust and understanding. Generally speaking, bartering for goods and services feels more worthwhile than paying money, whether you're bartering for a dinner party for your clients, Internet advertising space, or whatever it is that you and your bartering partner agree to. Perhaps it's because you can actually feel the value of your own goods and services. Or it may be just because you don't have to open your wallet.
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aak197

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Negotiations can seem as complex as physics, and in fact, people go to college to study the science of negotiating just as they would the laws of nature. At the same time, negotiation is like an ancient art form, some sort of Zen mental jujitsu. When neither the Zen nor the science works, though, no one wins.

Just ask any hockey fan out there. The recent lockout and cancellation of the 2004-2005 NHL season is a perfect example of poor negotiating. Both the players' union and the league owners broke all of the rules when it came to brokering an agreement on player contracts. The result are hockey rinks across North America that are so quiet that you can hear a pin drop-unfortunately, not a puck. In dollar terms, professional hockey is missing out on television contracts, advertising fees, and tons of ticket sales.

Of course, you won't lose billions in revenue if you fail at the latest negotiation at your favorite online classified or auction site. But you could let a treasure slip through your fingers. Success in deal making, on the other hand, could land you that rookie Bobby Orr card, signed Stanley Cup puck, or whatever other fantastic item you're bidding on.

Plus, proper negotiations and compromise can ensure that you get the item for its fair value, including a good price on shipping and taxes. This increases the profitability of the trade for both you and the seller. The deal gets closed without nasty disputes, blow-ups, or hip checks. And both of you are left to do business again in the future.

To score all of these benefits, and avoid your own mini lockout, follow these simple tips on negotiating that will net results at online classified sites. As you'll see, victory isn't so much an exact science or a mystic sixth sense. It's more about simple know-how and common sense.

Warm up. Don't jump into a negotiation cold. Before you even face off with your opponent, figure out for yourself what would count as a victory. What do you exactly want out of the trade-and at what price?

Consider a truce. It may not even be worth dropping the puck at all. In other words, negotiations, like hockey games, can end in a loss for the home team, you. So weigh this risk before you start. If the item at hand is a dream buy, you may not want to endanger your purchase with a drawn-out negotiation.

Know when to pass. On the other hand, if the item is far from dreamy-and you're pretty sure something better may come along later-you could pass on negotiations. Or go for the score. Offer a lowball price. If you win, you won't be out too much, and if you lose, it won't leave a mark either. But be certain if you play this game. You could miss this opportunity without a guarantee of future prospects.

Know your enemy. Coaches and players spend hours before games watching films of their impending competition to study their tendencies. You need to take the same approach when it comes to making a deal. Try to read your opponent's mind. What is his or her goals in the negotiation? Does he or she have any strengths that they can use against you? Are there any weaknesses that you can use against them?

Spot all of your passing lanes. During your research, you may find that this particular vendor isn't the only one in the game with what you're looking for. Using these other vendors, and their prices, to your advantage can help you skate circles around your competitor.

Practice before you play. Also, research the item before you make a play on it. This knowledge, such as the going price and quality markers, can work as leverage during the negotiating, too.

Translate thought into action. Your strategy can become more complicated and unpredictable-and effective-once you're in the heat of battle. Just remember to think on your feet and remember all that you learned in your "training." For instance, if you know that the vendor has other items for sale besides your target, agree easily to one of these other purchases. Go for the easy one first. That will lure them into trusting you and giving you an easy pass on future, and more important, deals.

When it comes down to it, negotiation is all about this kind of give and take. It works out best when both parties get what they want out of the deal, without feeling ripped off as if they gave too much for too little.

That brings you to the one "don't" of negotiating. Don't fear a standoff. They are part of the art and science of trading, so don't be tempted to cave in just to break the deadlock. Instead, let your opponent make the first move. They will. They want to close the deal, too, don't forget. You both will be better off for this in the long run. And you won't end up like the NHL, the No Hockey League.
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aak196

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When you are planning for your next trade show exhibit you should look back to when you were only browsing the many different booths, exhibits, and displays. Remember what type of exhibits got your attention. Your presentation should also draw the crowd.

Before you just rush out and purchase displays for your trade show exhibition you must take into consideration many different aspects of how you desire your presentation to look and feel. You know you want it to speak to the potential customers that are passing by and hopefully bring them over so you can speak with them. Your exhibit must get their attention so will they walk over, and then you can get their undivided attention.

You must first decide which type of exhibit will be the best to present your products, services and your company image. You should also consider your budget. No matter what your budget you can find the perfect trade show exhibits that will convey your message with the image that you want others to see.

The size of your trade show exhibit can either make or break you. If you have one to large, the exhibit will be overwhelming and if you choose one to small it will look overcrowded and cluttered. The most common sizes for trade show exhibits are 10 feet by 10 feet, 20 feet by 20 feet, and 10 feet by 20 feet. Within this size limitation, you must also choose from pop-up designs, panels or complete Truss trade show display booths.

In the 10 feet by 10 feet size, you can find some great displays in various styles and designs. With the Clever 10 foot panel, you can choose from Backlit Header, lights, the color that you prefer for the lower panel and a different one for the upper panel. The benefits of using these panels are that they are sturdy and durable but very lightweight and easy to transport. The average weight of these panels is around 130 pounds. The Genius I 10 foot panel you can also choose whether you want lights, the counter base color, Counter Laminate Color, the color of the lower panel and the upper panel. The features of this type of panel is that it is a folding panel display system, has 6 upper hinged panels, 6 lower hinged panels, 1 backlit header and lights, 1 alcove counter top and 1 alcove counter base. This wonderful panel is very impressive for all types of displays and normally weighs around 200 pounds.

If you prefer a larger size like the 20 feet by 20 feet, you should like the features that are included with pop-up displays and Truss display booths. The best pop-up display of this size is the Trilogy 20' x 20' Island Pop up Trade Show Display. The features of this unique display are that it is in actuality three trade show booths in one. It has the 10-foot wide back-to-back exhibiting area that creates a triangular or star shape. If gives you the ability to present your products or different aspects of your company all the way around the display. You will also be able to choose the color and fabric that you desire along with a case to counter conversion kit and the colors and fabrics of this kit, lights, shelf package, Backlit Header Package and Reconfiguration Panels. 20 feet by 20 feet Truss booths come in a few unique styles such as the Cassiopeia, which features a steel construction; high shine silver color, 4 tabletops, and the ability to assemble with just four screwdrivers that are included. The Centaurus features the same quality steel construction, the high shine silver color, 24 silver spotlights, and the ability to add tabletops in either lightwood or silver in color. The Neptune is sure to grab attention with features like a modular system that is quick and easy to assemble. The Jupiter is another modern and innovative display which gives you great features such as high shine silver color, quality steel construction, 6 tabletops in either light wood or silver, 8 silver spot lights, and easy to assemble with screw drivers that are included. The Vega is similar to other Truss booths but is an eye catching and appealing booth with options for tabletops, colors, and design.

The 10 feet by 20 feet size of displays gives you styles and designs to choose from such as pop-display's, panels, and Truss booths. All of these also have many unique styles and designs that are sure to aid you in presenting your products, your company, or your services in a manner that is not only unique, stylish and original, but with prices within your budget.
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aak195

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When it comes to displaying items at a trade show, you have many options from banner stands, literature stands and pop-up displays. You may choose to use more than one type of trade show display unit since each one can be used together to give a more full effect and useful information.

Banner Stands
Banner stands come in an array of sizes and designs. the majority of banner stands are portable are designed to be set up in very quickly and have a practical existence for several trade shows as long as they are treated properly. Deciding on which type of banner stand is best for you is to decide among the varieties available. The main types are retractable, spring back and telescopic.

Rollable banner stands are great for creating a floor standing photo mural. This type has hardware that allows the graphic image to be seen from the floor to the top of the image. The main selling point for this type is that from the front of the stand all your potential customers will see is the image. All of the hardware is either hidden or a small portion is at the top or the bottom of the stand. Therefore, the hardware is not what is noticed by visitors to your display. The rollable display can also be attached side by side with other rollable banner stands to create a much longer imager that can be as long as ten feet or more.

Retractable banner stands may be better if you are seeking durability. The graphic in this unit is rolled in and out of a metal housing, which is at the bottom of the display. With retractable banner stands, the lamination is on both sides this will aid in preserving and protecting the image from any type of damage.

Literature Racks
Literature racks also come in many different styles, designs and sizes that will enable you to fit all of the literature that you would like to offer to potential customers. Most of the time trade show literature racks are silver or black and have 3 to 5 pockets. A few larger ones are similar to a magazine rack that you commonly see at the grocery store holding comic books.

The most popular literature rack is probably the Zed Up. This great literature rack has a shelf system that can be folded down and put into its own bag for transporting. The main reason this type of literature rack is popular is that you do not have to remove the literature when you are ready to pack up. There are two sizes of the Zed Up, one with 3 pockets that will hold single brochures and another that will hold larger quantities of literature in each pocket.

You may desire a more sleek and modern design which would be the Slope literature rack. It is also very easy to transport by just folding the rack flat. It has 3 pockets that will hold literature 10 inches wide by 57 inches high and 16 inches deep. The slope has its own carrying bag as well for easier transport.

Pop-up displays
There are quite a few different types of pop-up displays that you can enjoy using for your trade show needs. There are five fashionable types that most people prefer which include the Standard Pop-up Displays, the Photo Mural Pop-up Displays, the Fabric Mural Pop-up Displays, the Commercial Pop-up Displays, and the 3-D Style Pop-up Displays. Each one has their own unique qualities and style to enhance your trade show experience.

The commonest is the standard pop-up. These are normally around 10 feet wide with a curved design. They are usually made with lightweight aluminum frame, PVC or steel channel bars, individual aluminum, or Velcro fabric panels.

The photo mural pop-up displays are pretty much like the standard pop-up displays except they use photo mural panels instead of the Velcro fabric panels. The photo mural pop-ups draw more attention because of the large format graphics that they use.

With the fabric mural pop-up display, you do not have to worry about set up as much. The mural is attached to the frame, which makes setting up faster and easier than with the standard or the photo mural style. This type also weighs less than most standard pop-ups on the market today. You can choose from a curved or non-curved design and most come with their own carrying bag.

Commercial Pop up displays may be what you need, but they are a bit more expensive. This type is sturdy and can take a bit more mistreatment or mishandling than other units can.

One of the newest pop up displays on the market today is the 3-D Style Pop-up Display. These are similar to the fabric mural displays in that the fabric image is attached to the frame, but you can choose from different shapes such as square or round. Set up is easy and quick.
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aak194

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Trade show booths come in an array of styles and designs that will show off your products, your services or your company in an unforgettable manner that offers a unique appeal, which is intelligent, chic and contemporary. Most trade show booths are very easy to assemble and transport to make your experience a more enjoyable one.

Choosing the perfect trade show booth to accommodate the products that you wish to display will be very easy once you know just how much room you will have at the trade show and how much material you will be presenting.

A bit of flash and sophistication never hurt a presentation. You only have a few minutes to grab the attention of a potential customer, client, or buyer. As they walk past your trade show booth, you must have something that will draw their attention, whether it is your personality, the products themselves or a very unique design displayed to entice.

To begin with, you should choose a trade show booth that will fit properly with the allotted space you have been assigned. You can choose from 10 feet by 10 feet, 10 feet by 20 feet or 20 feet by 20 feet Truss trade show booths. Each one has a compelling appeal that with the right graphics will draw a crowd to your booth. Be sure to get a trade show booth that will hold everything you wish to present without your visitors feeling claustrophobic, clutter will definitely turn them away. They should be able to walk around and through your display without bumping into items and knocking items off counters and shelves.

Remember most people will notice items that are eye level. This is where the main attraction should be. You want the area to be well lit, colorful, and maybe even add some music. You must attract attention just before they get to your booth. If they notice a pleasant, stylish, elegant trade show booth, they will at least stop and look around.

Now, you should start to think about what trade show booth you should purchase. In the 10 feet by 10 feet style, you can choose from the Carina, the Pluto, the Mars, Mercury, Cygnus, Lyra, Castor, and Sirius. All of these styles offer durable steel construction, 2 or 3 tabletops in either lightwood or silver in color, 2 or 3 silver spotlights, and the tools for assembly.

If you believe a 10 foot by 20 foot trade show booth will present your products better then you can decide on some quality and professional looking booths such as the Andromeda which comes complete with 4 tabletops and 5 silver spotlights, the Hydrus with 2 tabletops and 5 silver spotlights, the Venus with 5 tabletops and 4 silver spotlights, the Saturn with 2 tabletops and 5 silver spotlights, the Polaris with 4 tabletops and 5 silver spotlights, and the Arcturus with 4 tabletops and 7 silver spotlights. Each one of these trade show booths will have potential customers clamoring to your display to see what you are offering.

Next, in line to consider are the 20 foot by 20-foot trade show booths. You may believe these are just too big for your company. Nevertheless, remember you do not want any clutter and you want your guests to be able to walk around and feel comfortable while they are eyeing your products. This size may be the perfect size to display everything you wish without any worries about missing something you believe is an important selling feature. You can choose from Truss trade booths in this size and style that include the Cassiopeia, the Centaurus, the Neptune, the Jupiter, the Vega and the Orion. All have wonderful features that you desire with steel construction and easy to assemble.

Prices for trade show booths may seem a bit expensive, especially if this is your first time being involved in a trade show. But, you must remember trade show booths are an investment. You can use them time and time again and with the quality steel construction, they can last for years to come. Spending the money now to make a statement for your company is a wise decision that can lead to more money and loyal customers in the years to come.

There are also many different accessories that you can add with your trade show booth that will give your company many more options when presenting your services or products to the world. Enjoy setting up your booth and bring in more customers with the perfect trade show booth with a style of elegance, innovation, and style.
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aak193

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Introduction
In today's U.S. marketplace, marketing to various ethnic audiences is vital to consumer-oriented product and service companies. Latinos and African Americans already have a critical mass of buying power of over $1 trillion combined and this total is increasing rapidly. The growth of the Hispanic and African American affluent and middle class is occurring faster than the majority of Caucasian Americans. These ethnic audiences are becoming so large and lucrative that even sub-groups of them command substantial buying power. Becoming the dominate player within a sub-group such as affluent and middle class 2nd generation Latinos would allow a company to make substantial revenue and develop a strong loyal customer base. To "own" an ethnic market space would enable a company to obtain monopoly-like profits!

The 4 Benefits of Owning Ethnic Spaces
Tapping into and creating ethnic space monopolies is at the heart of this article and should be the goal of every ethnic marketing plan. Owning an ethnic market space yields the following 4 critical benefits:

1. High Monopoly-Like Profits
2. Loyal Customer Base
3. High Lifetime Value of Customers
4. Low Competitive Dynamics (Competition Blind Spots)

It is for this reason that ethnic marketing and owning market space in the Hispanic and African American audiences is not a "side" item, but a vital strategy which affects the whole enterprise and will only increase in importance as this century progresses. This kind of marketing can turn a marginally profitable company into a revenue generating "powerhouse" and an unprofitable company into a firm that operates solidly in the "black" - no pun intended.

Importance of Perceived Needs
The first step to finding "ownable" ethnic market spaces is to discover which groups of ethnic consumers are underserved or are not actively targeted by an industry's product or service offerings. An executive, manager, or business owner must find an ethnic market space with a differing set of values, and different perceived needs than mainstream consumers. For example, Hispanics believe that family life and the home are very important, so products and services by a company geared toward key aspects of domestic home life have a chance to dominate niches within that space.

The most powerful driver of finding an untapped market space of ethnic customers is perceived need - whether that is for basic functionality or additional comfort or luxury. One may say that this is also true for the general market but a good marketer will understand that this perception of need differs from mainstream consumers. Latinos and African Americans view the world and products & services from a completely different paradigm than Caucasian Americans. Their values, lifestyle, cultural and taste are all different from the mainstream and this phenomenon translates into unique selection, buying, and usage habits for a given set of goods and services. For example, the urban African American 'middle class' higher desire for stylish and designer brand items and the raised threshold for luxury should be a driving factor in developing products and services for this market space.

Capitalize on Heterogeneous View by Competitors
An additional key factor for locating potential monopoly spaces is to examine ethnic spaces overlooked by the competition. In the multicultural marketing of even the most progressive companies, often whole ethnic groups are viewed heterogeneously. Especially for Latinos, this could not be a bigger mistake. Latinos have a multitude of sub-groups that are the result of the following major factors:

1. Country of Origin
2. Acculturation
3. Generation
4. Spanish Language Usage
5. Level of Affluence

A company cannot expect to use mainstream marketing to effectively reach Latinos and African Americans. For Blacks, the "they speak English too" syndrome pervades throughout industry and is used as an excuse for not trying to understand the various segments within the African American consumer audience. For astute executives and marketers, "broad brush" marketing by the competition to ethnic audiences represents huge opportunities to own a substantial set of key niche spaces within the Latino and African American audiences. To many marketers, these ethnic niches are invisible. This creates the perfect opportunity in many industries for companies to choose and capture valuable niche spaces within Hispanic and African American consumer audiences.

Important Relationship Strategy
Strategically, it is important for an executive or marketer to develop deep relationships with a particular ethnic audience. This relationship is particularly important for companies offering a service or providing a product that differentiates itself in the marketplace. This means not just having marketing featuring Latinos and African American characters and themes but targeting specific groups within this audience. This type of marketing will really speak to the target group and develop deep ties with them that will be hard to break by competitors. It is important to concentrate on a key set of sub-groups to maximize penetration and effectiveness, and to create a strong base. A company's product or service should not try to be all things to all members of the larger general ethnic group - this is a recipe for a weak market.

Conclusion
Owning ethnic market space is very profitable and in the near future for the U.S. market, it will become essential to ensure business growth. Companies are now looking to ethnic minority groups as a source to fuel their growth as the mainstream market continues to be over-saturated. To own a space, it is vital to let the perceived need of a targeted group drive the product or service offering, and to understand the nuances in reaching sub-groups within the greater minority audience. This creates markets within the U.S. which are equally or more attractive than China or India, due to their easier accessibility and huge buying power. In most consumer industries, these ethnic sub-space pockets are huge gold ores just waiting to be mined!
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aak192

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Network Marketers lose many prospects because they try too hard to close the deal. It is a natural reaction for people to shun being sold, but they love to buy. By letting prospects close themselves, you will end up putting more people in your downline.

Most MLM Trainers tell networkers to sell features and benefits. When promoting a network marketing opportunity, features and benefits selling is hard work. The prospect is always suspicious, and moving away from you.

The way we eliminate this fear and suspicion is to use what we call a Crossover Move.

Let's demonstrate what happens when a Crossover Move is used:

The Prospect says, "I really like your opportunity."
The Networker says, "Interesting. Based upon our discussion to this point, I would not have guessed you had any interest in my opportunity. What did I miss?"

Did you see the Crossover? Instead of moving in for the close, we gently moved away, and let the prospect close himself. Let's continue and see what happens next.

The Prospect says, "Maybe you missed how your marketing system will solve my problem with duplication."
The Networker says, "Really. I'm still a little confused. Could you be a little more specific?"
The Prospect says, "Sure. By doing... "

Did you see what just happened? The prospect is doing all the work to close himself. The prospect is buying, not being sold. Isn't that easy? Just one last move, and then we're done.

The Networker says, "John, what would you like to do next?"
The Prospect says, "I'm ready to sign-up."

No surprise stalls or last minute objections. The prospect feels in control, and is moving the process forward. And because of this, he is much more likely to sign-up for autoship and start signing up other distributors right away. Because he bought, he is self- motivated.

The Crossover Move consists of two parts: the build-up and the take-away. Here's an example:

"Conversational RecruitingTM has been called the most powerful recruiting process in Network Marketing, but it's not for everyone."

The build-up is: "Conversational RecruitingTM has been called the most powerful recruiting process in Network Marketing."

The take-away is: "but it's not for everyone."

The build-up captures the imagination of the prospect, while the take-away entices the prospect to want to know more. The prospect then begins selling you on why they would be interested.

Once you've mastered the fine art of the Crossover Move, you can sit back and watch your prospects sell you on wanting to get involved with your network marketing opportunity. You build up, then take away; build up, then take away... and if you do that long enough, prospects sell themselves.

Why is this called the Crossover Move? Because it is the opposite of what MLM Trainers tell networkers to do when recruiting someone new into network marketing. It crosses over from the expected, to the unexpected. Most of all, like all Conversational RecruitingTM methods, it just flat-out works.

Achieving MLM Success requires that you step away from the norm. Crossover Moves allow you to do just that, and step into the ranks of the Super Recruiters.

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aak191

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Ever hear someone say "Don't listen to them! They just want to take you on a rollercoaster ride!"

Many people who care about you and your well being will say something to this effect when you are provided with a business opportunity online. It is a way to deter you from joining up but what does it mean?

A rollercoaster provides anxiety building climbs, adrenaline pumping falls and exhilarating twists and turns. Half the time one is unsure which direction they are going and after all the ups and downs and twists and turns they find themselves back where they started.

Like a rollercoaster there are times when business is slow and times when things seem to be overwhelming fast. However, the scariest part is that no one wants to end up where they started with their business. Starting up a business costs money too, so if you end up where you started you are actually at a loss.

This is what upsets people. No one wants to put themselves through such a stressful event and come out with less than what they put in! It is true that the aim of a rollercoaster is to provide some exciting entertainment, but a business is viewed as a very serious money making system. If you don't make money then the business experience is considered a total waste. A scam.

But it is exactly this mentality that prevents people from succeeding in life. Money cannot buy happiness. If you're only goal is to make money then every drop, climb and twist in your business will be felt doubly. It will consume you. To a person with this state of mind every missed chance at a sale is a disheartening loss and reason to give up.

It's like wishing a rollercoaster ride was over as you climb into the seat. Your goal is to have fun but if you are too fearful of the ups and downs then when you get to the end you've missed the point of taking the rollercoaster! Many people get off at the end and say "I'll never do that again!"

The same can be said for a home business. If you wish you had all the money before you even started your business then you are missing the point of having money. Why did you want to join a business? Most people say for the money but then why would you want money? Many people who start up their businesses do not need it to survive but rather to gain luxuries in their lives. Sure you could buy that new car or house but why does that make you happy?

It is for the status. It is for the experience; for a sense of freedom and accomplishment. Money does not buy all of these things for you but rather it is the time and energy you have spent taking on the rollercoaster.
If you start up a business with the sole intent to make money then you will end up like the other 95% of internet based businesses that fail. The most successful people take heed of the advice, "Watch out, they want to take you on a rollercoaster ride." and expect that there will be ups and downs but they have fun with them. Even if they do not make money they learn from their experiences and apply the knowledge they learn. In real life there are ups and downs to everything and it is the way one deals with these ups and downs that determines the quality of their lives.

Money is only a symbol of one's real goals. It is an illusion born from materialism that blinds so many people from the rollercoaster ride that is their life; from the rollercoaster that is their business. It makes every twist and every turn more frightening and overwhelming. Do not become blind and miss the ride because sometimes the journey is more important than its end.

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aak190

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I'm sure many of you are familiar with the original ice cream shop that offers you a taste of any flavor ice cream you want before you make your decision on which scoop you are going to enjoy.

Giving you a taste (or as many tastes of different flavors as you'd like) is a brilliant way to ensure that you not only order a cone at that moment, but it's also a way to bring you back to try more flavors on another day.

You can use this brilliant marketing strategy in building your business, too. Offering your prospects a taste of what it is that you provide is a proven and easy way to get people to become part of your community, and part of your marketing/product funnel (the funnel is the "journey" (that builds a relationship over time) that your clients follow from the first visit to your website, where they enter by giving you their contact information, down through each level as they make their way through each purchasing step in the funnel). By offering them a sample, you're giving them an opportunity to get to know you without risking anything more than perhaps a bit of time.

In your marketing/product funnel, the taste you are giving your potential clients is at the top of the funnel, the widest part. The taste is your freebie/complimentary/gift offering and is your first (and usually only!) opportunity to engage your prospect. Your taste needs to be something of value that you offer for free to people who visit your website in exchange for their contact information, usually their name and email address.

This is often one of the most overlooked steps in building an online business. A prospect needs to see your message many times (it ranges anywhere from 5-10) before they will feel confident enough to risk handing over their money to you. In order to build a relationship with people you need to be able to contact them again, which means your goal is to capture their email address before they click away from your website.

If they leave, it's unlikely that they will come back, so don't lose the opportunity to welcome them into your community, your funnel. They landed at your website because they were looking for something (usually a solution to a problem they are having, right? :)). Give them a taste of the solution you offer. And remember to make it easy for them: make your sign-up form or email so obvious that they'd have to trip over it not to notice it (yes, that includes pop-ups and the like, because even if they annoy you as much as they do me, they work!).

So, what can you offer of value in exchange for their email address? A newsletter, an ecourse, an audio clip, or a special report, are all good options. Personally, I like the offer of an ecourse AND an ezine. You give them a taste of what your services are like with the ecourse, and then you keep in touch with them on a regular basis with the ezine. The ezine allows you to build a bond with your readers in a uniquely personal way, letting them get to know, like and trust you over time, with you having to build that bond one-on-one.

So, one caution is to not offer any one-on-one interaction with you at this level. You want to leverage your time, and offering free consultations or one-time meetings with you is not a good use of your time. Let them get to know you over the course of your freebie offering. When and if they become serious about you and your products or services, they will move further down the funnel (from free to fee) without you having to "sell" them on what you provide during a complimentary session (how nice is that?).

So what is your taste going to be? Here are some other ideas:

  • write a Top Ten article about the benefits of your products and services, convert it to a PDF file, and offer it as a special report.
  • record a short audio about the three key things your niche needs to know about X.
  • create a mini ecourse that encompasses the five steps to getting started for your market.
  • or create a quick-start guide that helps your market focus on how to get started.
Once you've given them a taste, they will likely come back for more, eventually turning from a prospect to a client. Creating a taste of what you provide is easy and it's fun. Try it and watch what happens!
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aak189

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What makes one logo better than another?

Simplicity.

A good logo works in the simplest form. It is a memorable representation of your brand and inspires confidence in your customers. It should be fresh and original -- without visual cliches or amateur effects. A logo is well-designed when it looks as good on a business card as it does on a web page or a billboard. To be functional, a good logo must reduce well to simple black & white or grayscale for use on faxes or in newspaper ads. The best logos are elegantly simple.

Why do you need a logo?
In a way, a logo is a visual shortcut to who you are. Your logo will establish your corporate identity and credibility. It builds loyalty among your clients and employees. You invest in your brand image every time your logo is displayed on a Web page, on a sign, or in an advertisement.

A professionally designed logo enables you to be immediately recognizable and must be unique, memorable and simple. Such a logo will become one of your most valuable corporate assets over time.

How does your current logo stack up?
Run down this logo quick test:

  • Does the logo have immediate impact?
  • Is it good to look at?
  • Is it distinctive?
  • Does it create or evoke a positive image?
  • Does it accurately represent the organization or business?
  • Is it straightforward?
  • Is it comprehensible?
  • Is it memorable?
  • Is it flexible?
  • Does it copy well?
  • Will it hold up to both large and small scale use?
  • Will it wear well over time?
  • Will you be proud to use it?
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aak188

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Do you sometimes wonder where your customers have gone? In a study by the International Customer Research Institute, individuals gave the following reasons for becoming "non-repeat" customers:

  • 1 percent died (makes you wonder how they responded)
  • 3 percent moved
  • 5 percent said friendships
  • 9 percent said competition
  • 14 percent were dissatisfied with the product
  • 68 percent cited an attitude of indifference by employees
How many times do you think that employee attitude is communicated by phone? Very often the telephone is the first and only contact that people have with your organization. Make sure that this experience is the best you and your employees have to offer so that first-time callers become repeat customers.

Smile when you answer the phone. Even if your hair is on fire or the last caller chewed you out, pause for a moment to put a smile on your face and in your voice. Believe it or not, people can hear you smiling through the phone.

Answer the phone on the first ring, certainly no later than the third ring. If people have to wait through rings four and five, they begin to think that you have closed for the day, gone out of business or just don't care. We live in a world that expects instant gratification. Be sure you meet your customers' expectations.

Ask permission before you put someone on hold. You may have multiple lines ringing and a line of people standing at your desk, but wait to hear the caller's response. It is that person's choice to hold or not. Try not to turn this move into a power play. When you come back on the line, thank the person for holding. If you have to ask the caller to continue to hold, offer to take a number and return the call.

Transferring calls should be done with care. Before you connect the caller to someone else's extension, make sure that person is in and able to help. There is nothing more frustrating than being transferred over and over again and having to retell the same story to a multitude of different people before finding the right one.

Before you send the call to co-worker, give the caller that person's name and number in case there is a disconnect. Better yet, tell the caller who you are and how to reach you if there is a problem. You will have an extremely satisfied customer.

Always make an offer of help. It may not be your department, your issue or your job, but if it is the customer's problem, you need to show concern. Never tell the caller " 'I don't know'" or "I can't help you." The best response to a problem is a genuine "Let me see what I can do or who I can find to help you."

You will win customers and influence people every time when you use good phone skills.
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aak187

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The vast majority of business literature is boring. This applies to printed and web writing alike. It is sometimes tempting to inject a bit of light-heartedness into the text, but it is a dangerous game.

Some time ago, I edited the marketing materials produced by a London hotel. One of the hotel's attractions was its leisure centre, which included a well-equipped gym. The original script referred to a 'large satellite TV to give some relief from the torture.' Now, I have to admit that I agree with the sentiment. The strange machines in gyms are as painful as they are boring. Nevertheless, this was an unwise piece of ironic humour.

The gym is a selling point to people who already like hard exercise, not to couch potatoes like me. Why present a negative perception of the gym, however obviously it is intended as humour? Of course, it is unlikely to deter the hardened keep-fit fanatic and, no matter how the gym is marketed, I am a lost cause. The big risk is that it puts off someone who is wondering whether to try a gym during a leisure weekend. Reminding them that long-forgotten muscles are going to ache is perhaps not the best selling point.

We changed the brochure to say that the gym has a 'large satellite TV to keep you entertained.' The number of guests using the gym has increased. Enough said!

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aak186

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I recently carried out a web-site review for a solid and successful company. It had followed most of the 'rules' for getting high traffic, but had somehow missed the mark. I suspect that a large number of visitors found the site unconvincing, uninspiring and unmemorable. The site certainly did little to enhance the company's otherwise very high reputation. I quickly spotted the problem, but it took me a while to figure out the underlying cause.

The problem itself was really very simple. Each page was fine on its own, but the site as a whole was not coherent. Some pages had long paragraphs while others were written in bullet points. Sentences varied hugely in length and complexity. Key staff were profiled by some departments, but not by others. Even key branding language varied, including, believe it or not, the name of the company!

The root of the problem was somewhere in the overall co-ordination of the site. The obvious conclusion was that whoever was in charge was not sufficiently skilled as an editor. But that was not enough. Why were senior executives not dealing with it?

The company's paper publications were excellent, with attention to detail and a common style across the range from annual reports and press releases to marketing materials and recruitment leaflets. Each department's copy passed through the hands of a small editorial team who corrected and improved the language and transformed it into a coherent company style. Beyond this, a director ensured consistency and co-ordinated the output of different departments in accordance with the board's strategic demands.

The web site was a totally different ball game.

The company leaders regarded the web site as a techie issue. The different departments were giving well-written copy, but there was no-one with proper editing experience to pull it together. Executives were satisfied with the web pages that were relevant to their own departmental responsibilities and were happy to leave the site management in the hands of someone who understood the technical issues involved. This was the equivalent of leaving paper publications in the hands of printers and graphic designers.

The lessons are clear. First, ensure proper executive oversight of your website. If it isn't already, your site will soon be the most frequently viewed representation of your company. Second, make full use of professional editors for your site's text. It depends upon your company's circumstances whether you are better off doing this in house or outsourcing.

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aak185

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Do you often wonder why it is that some coaches and other solo service providers seem to be well-known and sought after in their niche and while others, many others (you, perhaps?), still struggle to attract all the clients they'd like?

I can give you a simple (really!) solution to that problem. It's called the Marketing Funnel and if you implement it in your business, I promise that you too can enjoy being considered an expert, in addition to selling more of your products and services. And you'll just have more fun!

You know what a funnel looks like, right? It's wide and the top and tapers down to a narrow opening. When your prospects enter your funnel through your ezine or other (usually) freebie offering, they are in the "getting to know you"level of the funnel. Once they get to know you, like you and trust you, they likely will move down to the next level, which will include your for-fee products and services, your least expensive ones first, increasing in value and cost as they continue downwards, until they eventually get to hiring you one-on-one or to your other big ticket item. That's basically how the funnel system of marketing works.

I see a lot of coaches and other solo service professionals offer a freebie at the top of their funnel, and then their one-on-one service packages at the bottom, with nothing in between. I've made this mistake myself. It's important to have offerings at each level of your marketing funnel so people can continue to get to know, like and trust you, as well as get to know, like and trust your products and services.

And when you offer your products and services at different price points, you are lowering the financial and emotional risk for your prospects. You are essentially making it impossible for them not to buy from you!

Implementing this system is easy. Get started by attract prospects into your funnel. Create a freebie offering (an ezine, mini ecourse, ebook, report, guide, checklist, etc.) and put a sign-up form 'above the fold' and prominently on your website. You'll want to add a link to your freebie offering in your email signature as well.

For example, one version of my current email signatures says:
"Are you on the verge of giving up on your business because you don't have enough clients?

Don't turn your back on your vision for entrepreneurial success. Get your FREE 5-day ecourse '5 Keys to Driving an Abundance of Clients to Your Business' by sending a blank email to clientabundance@aweber.com."

This is one highly effective way I attract folks into my funnel.

Once you have prospects in your funnel, find ways to give them more valuable content at increasingly higher prices as they go through the funnel.

For example, the second level of your funnel might offer an ebook for $27 or an ecource for $39. The third level might have a home study course for $147 or a series of teleseminars for $77 each. The fourth level might offer a boot camp for $347, and the fifth level might offer your one-on-one services for $500.

Get the picture? Fabulous - now go to it!
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aak184

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You've written a great press release and it's ready to go.

But the bigger question remains: who do I send it to?

Before you begin sending the release to anyone and everyone, take heed. By not targeting the release to the right person at the right media outlet, your release will simply go into the trash and you'll never gain the respect of any reporter.

So look long and hard at your perfect release. Who would be truly interested in it? Let's face it, Oprah probably doesn't care you have developed additions to your product line.

So look for publications and media that match your target market, not where you'd like to appear.

Where to find media listings?
Once you determine who you want to send the release to generally, you need to get all the information on the media. You can use the following to find who your looking for:

1. Surf the 'Net. Several databases are available for a fee. But you may find they are out of your budget. In addition, there are several free listings of media on the Internet. These are great for a start, but often leave out important contact information and may never be updated.

2. Use the library. Most libraries have resource directories that list local and national media. Take a few hours and write down all the information you need. You'll need to remember, however, that since these directories are in print, many of the listings may be out of date.

3. Use what you already have. A savvy person is already monitoring what's going on in their target market's media, often to subscribing to publications and using RSS feeds & news alerts on the Internet. (Check out Google's News Alerts to create your own). Every time you find a story that is related to your topic, write down the name of the reporter and contact information.

Don't forget you need to verify the information. Editors and the like often change roles or switch companies, so regardless how recent you feel the information is that you have, you need to call to verify it. Gatekeepers (the receptionists) can often be protective with contact names and employee information and very seldom just give this information away. Asking them to verify what you have can prove to be more productive.

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aak183

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A magnet has the properties to attract certain metals, and a magnetic person has the qualities, talents, or skills to attract others in a magnetic like manner.

In the world of network marketing, how can someone acquire that type of personality, how can someone become a magnetic sponsor, and develop a large base of customers using magnetic like attributes?

Before I answer that question, read this quote:

"Nobody who bought a drill actually wanted a drill. They wanted a hole. Therefore, if you want to sell drills, you should advertise information about making holes - NOT information about drills!" - Perry Marshall

There is a lot of meaning behing this quote, but in a few words it contains the secret to becoming a highly successfull magnetic sponsor.

Would you rather spend $200 bucks on a drill, or first get free or inexpensive information to learn how to operate that drill properly and effectively? If you are like me, I am sure you would first learn more about how you can make a good hole with this tool before making that kind of purchase.

Would you rather buy from a salesperson who insists that his/her drill is the best tool for what you want to do? I wouldn't. Because I don't like to be sold, and I don't like people to pitch their sales number on me.

Would you rather buy from a person who gave you free information or inexpensive information on how to properly operate, and get the best results from that tool, and who did not try to pitch a drill on you?

Again, if you are like me, you would buy from a person who first took the time to educate you on how to make that hole proper. In your mind, this person is an expert in his/her field, he/she knows what he/she is talking about. So you sell yourself on buying that drill from him/her.

This is what many network marketers keep doing, they keep pitching their opportunities on their family, friends, relatives, and get all hyped up on the net, on their ads, and every one they encounter. But guess what? People do not care about your business opportunity, what they care about is a solution to their problems. In other words, you did not buy a business opportunity (drill) because you wanted one. You wanted a solution (hole) for more free time to spend with your family, be your own boss, earn a living online, or get rich, etc..

So, what you need to do instead of pitching your opportunity to your prospects, is to sell them inexpensive or give away free information that shows how to solve problems - how to drill that "hole."

If you can show them how to make that "hole", your prospects will come to the conclusion on their own without you pounding hard on them that they need a drill from you. Why? Because you gave them free knowledge or inexpensive information on how to accomplish their goal, and therefore earning their trust in you.

This is one of the main principles that will allow you to become magnetic and attract your prospects to come to you, instead of you chasing after them.

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