Lingo/Jargon/Slang

      Lingo is more than just a game on TV. According to Miriam Webster it is the special vocabulary of a particular field of interest.  It is also known as jargon or slang.  The differences between the three are very elusive and they are used interchangeably.

What is ”ROTFL”?  Jargon. What is “vertically challenged”? Jargon. What is “in the loop”? Jargon.

       Jargon is the “insiders” language that defines a specific activity, event, group, or product to other people within the group. It is a shortcut to communication among people in the know, but has little meaning to anyone outside the group.  It also makes your customers and clients very uncomfortable; akin to being in a group of people speaking a foreign language that you don’t understand. Politicians are famous for doublespeak and jargon.  It allows them to be understood, yet not very precise. 

       Using jargon, lingo, doublespeak or slang in marketing is a way of making your product or service sound more important or significant than it really is.  It is the secret code of your offering. To the uninformed, it makes the product sound like something they must have immediately or their world might come to an end.  Seldom does the public “read between the lines” to see what is really being said; and marketers don’t want them to.  Remember the Wizard of Oz hiding behind the curtain so nobody could see that he was just an ordinary man, albeit with sage wisdom.

       Our use of language has become sloppy, especially with the explosion of technology.  Soon we will forget all together how to communicate clearly; slang, lingo and jargon will take over.  Nobody will know the difference between real and make believe.  They will simply be left “out of the loop”.  All of your marketing efforts will be lost, because people just won’t want to work hard enough to understand your message.

     Start now to be more clear and precise with your message.  Customers don't like to be talked down to and will always favor real, honest messages.

After the Sale

       Is your sincere thank you the end of the sale? NO. How you treat your customer after the sale is crucial to the success of your business.People do business with people who they know and trust.Encouraging them to be repeat customers is much easier, and less expensive, than cultivating new customers.

       Absolutely essential is a Thank You Note, within three days.  This applies to both business and personal transactions. If you only do business on the internet you might get away with email; hopefully not an auto responder that is cold and generic.  Someone in your Organization should be in charge of making sure this is done properly.

       Smaller Organization s can easily add this activity to their work flow. They also have more of an opportunity for personalization.  The people who actually interacted with the client should be sending out the thank you notes, or gifts where appropriate; that's all part of relationship building.

       The really smart salesperson will take the time to hand write (horrors!) and personalize their ThankYou notes.  Include a comment that indicates that you were really paying attention. Send it by snail mail; your message will stand out because hand written mail is so rare today in our electronic age.

       Then, depending on the lifespan of your product, you should contact your customer again.  I don't however recommend a Christmas/Holiday card; your message will get lost in the pile.  Try any other holiday or regular event, like daylight savings time or the change of the seasons. And, of course, don't miss their birthday or any articles you see written about them.  That gives you at least two contacts per year, three if you send holiday cards.

       Seasoned, successful salesmen/women also pick up the phone occasionally.  "Just thinking of you", "this reminded me of you", or congratulations on your new position/baby/whatever. 

These professionals have worked with these same customers or clients for several years and sometimes even multiple generations.        

       Think of the security of knowing that half your income is already made for the year because of this business that you have cultivated, tended, and watched grow.  You can now spend your time planting the seeds of new customers to grow your business.

Home based business

       In today’s economy a lot of people who can’t find a new job are choosing to start their own business. This can be very rewarding, or it can be very frustrating. It is common for an aspiring entrepreneur to think that their hobby can be turned into a business. This may or may not be a good idea. You may lose the joy of your passion when you are forced to work at it every day or it may just not be marketable. However, it you have special skills, like sewing or cooking, you may be able to capitalize on these skills.
       A better idea is to research what is needed in the marketplace and create something from that list. It takes more than passion and motivation to make your new business work. Consider your skills and interests. Income potential should not be the only reason for your ultimate choice. You will be doing whatever you choose day in and day out; it better hold your interest.
       Do you like to write; how about publishing ebooks, editing, or newsletter services? Are you moved by helping people; think about babysitting, senior in-home care, personal shopping, or conducting tours in your local Community. Pet services, cleaning, plant care, or bookkeeping are all possibilities. One of the most popular, of course, is online selling through eBay or Etsy. You are only limited by your budget and your imagination.
       The most important part of getting started is doing your homework. If you are not seeking grants or loans you may not need a formal business plan, but you do need a marketing plan. You have to differentiate yourself from the competition and determine how you will attract customers. Before that you will have to determine the type of business you want, if there is any special licensing required, and how you will operate.
       Yes, this does sound like a lot of work, but it is mandatory if you are to have any chance of success. You can’t build a house without a blueprint and you can’t succeed in business without a good plan.

Are You a Turtle?

TURTLE  an order of reptiles that have a shell of bony plates usually covered with horny shields enclosing the trunk and into which the head, limbs, and tail usually may be withdrawn. The move at a slow, timid pace and are very rarely aggressive.

Does this describe you? Are you a turtle? Do you tend to be meek and timid? Like the turtle, do you pull up inside yourself any time you are challenged?

There is nothing wrong with being cautious, but always avoiding confrontations can hamper your success, both in business and life. Sticking your neck out, just a little, allows you to determine the facts so you can act accordingly. Hiding from reality, retreating any time your comfort zone is nudged only yields missed opportunities. The world is full of all kinds of adventures, information, and opportunity. If you are always hiding inside your shell you are guaranteed to miss out.

It may take some time and patience, as well as practice, to become more daring. Try a little at a time. At a mixer or party talk to the person alone in the corner; they are just as apprehensive as you are. See, you already have something in common. Remember, you are both at the same event so that is something else you have in common.

When all else fails, just ask yourself, “What is the worst possibly thing that can happen if I take this action? The consequences are probably tolerable so you might as well move ahead. You will probably find that reaching out is not that freaky, and can be very rewarding.

Why Do You Do What You Do?

In our last issue we discussed the value of assessing your Core Values. This can be a very powerful exercise; just the exercise itself will give you amazing insights into your thinking processes.

The next step in building your foundation is to determine your reasons for doing what you do. Your actions are defined by your Mission Statement. Your Statement tells the world about your goals and purpose. It not only tells your employees and teammates where you are coming from, but a well written mission statement also tells your customers, business partners and others who you are, what, why and how your business will conduct itself.

Mission Statements can also be constructed for your personal development. It would define your ethical standards and how people can expect you to act. The absence of surprises makes your associates much more comfortable.

Your Mission Statement, whether for business or personal conduct, should always be in alignment with your Core Values. For example our Mission Statement is; “help people solve problems, seize opportunities, and by acting fell better about themselves.” This tells people what they can expect when working with us; offering anything less is considered failure.

There should be no limits to your imagination when you are developing your Mission Statement. Reach beyond your current capacities. Your Mission Statement also functions like the rabbit to the greyhound in a race. It will cause you to reach to new levels of hopes, dreams, and achievement. You are trying to grow beyond your current reach and your Mission Statement can be a powerful tool to make that happen.