8 Week Tele-Class for Solo-Practice Entrepreneurs - "Integrated Visibility and Business Development"

Integrated Visibility and Business 

Development for the Solo-Entrepreneur

(Via Tele-Conference: 8:00 AM CDT Friday Mornings from August 12th - September 30th, 2011)

Those who work alone or in small business settings often are lost when it comes to the world of marketing, PR, sales, business development, social media, community involvement, networking, goal setting, positioning, conference participation, reputation management, etc...


Many solo-entrepreneurs leave large institutions where these functions were handled by others, and do not realize how foreign these activities would be once the struck out on their own.


A lawyer, accountant, consultant or other small business owner cannot afford to hire a team of experts to oversee all the necessary aspects of an "Integrated Visibility" plan, and thus they leave their whole image in the community to chance.


I spent my career in sales and marketing, having worked inside service firms coaching professionals on ways to grow their practices.  28 months ago I began working for myself and have never looked back.  My business has grown each quarter since April 2009 (the height of the recession), and much of this success has come from a focus on "Integrated Visibility". 


If you are working solo and do not have a marketing, sales, or business development background, this tele-class is an ideal way for you to get past misconceptions and fears you may have about marketing yourself within your business community.

Learning Objectives:

• Understanding your communication style

• Integrate your visibility into all activities

• Creating marketing goals

• Ability to tell your corporate story

• Embracing a social media strategy

• Managing your own PR

• Taking ownership of your personal and professional brand

• Positioning your expertise 

• How to study others (competitors and non-competitive entrepreneurs) and learn from them, without being a "Me-Too" copycat

• Making yourself the easy choice

What You Receive From Your Participation:

• Eight 45 minutes group tele-classes (followed by up to 45 minutes of Q&A)

• One personal hour phone consultation

• Online DISC assessment and report

• The opportunity to network with other class members

• Exposure to actionable ideas to grow your reputation and expand your business

• Education, motivation, inspiration

• Unlimited email support for two months (response within 24 hours)

• An escape from feeling all alone

• Ownership of your visibility, brand and future

Cost for class is $895.00 per person (Special offer:  Register two people by July 14th and the second person attends for $500.00)


Space is limited and this class is not the right fit for everyone.  I am happy to talk with you if you have any questions.  For more information, contact me at thom@thomsinger.com or (512) 970-0398.


Have A Great Day


thom singer

Integrated Visibility for Your Career

Is your company paying attention to visibility?  Are you?

The business world has changed over the last few years, and you cannot expect that doing good work is enough for success.  The road for entrepreneurs is littered with the bodies of those who were good enough, but never found their destiny.

You must create a brand that is recognized in your industry or you will be passed over.  It is not about chasing sales and customers.... those will come.  Instead your initial goal is to make more "short lists" of those who can buy what you sell.  When decision makers are selecting a vendor they can only talk with three or four suppliers who will deliver the products or services they seek. 

In many industries there are hundreds of choices for vendors, so making the "short list" is the first critical step to success.

If you are not on the short list then someone else will win the business 100% of the time.   

Sales professionals used to be able to use persistence and clever sales techniques to get into see prospects.  Today the prospects are out in front, gathering information online and through their network before their needs are ever public knowledge.  Gaining access to busy prospects is more difficult than at any time in history.

Building a brand, having a strong network, being a known industry thought leader, social media, and being seen as the expert are more important than ever.  The skills needed to establish "Integrated Visibility" are different from the sales skills of yesterday, but too many people are still ignoring the business climate changes.

I work with individuals and companies who are serious about creating an industry leader position.  This is obtained by realizing that success does not happen by accident or alone.  It takes work, too.

Creating long-term and meaningful business relationships  requires you to work closely with others in your community. You have to take risks.  You have to step into the spotlight.  You have to help others be significant.

"Cooperative Significance" is the philosophy at the heart of finding success with others, but nobody will line up to be a supportive pillar in your career if you are not helping others along the way.

When combined, serving others while managing your own visibility program will take you to the top faster than just doing your work. 

How are you integrating your visibility?  Are all those in your company serious about being leaders, or are they happy with the status quo?

thom singer

The 12 Pillars of Integrated Visibility - Number Five: "Advertising"

I have been writing about all "12 Pillars of Integrated Visibility" recently. The skills involved to create success in each area are rarely present within a single individual, and this is why so many companies fail to achieve the success they desire. There must be company-wide involvement to make it all come together.

Since the early days of the internet people have been proclaiming the death of advertising.

While we are still experiencing massive changes in where we get our information and entertainment, the arrival "social media" does not mark the end of paid advertising.

Advertising is a form of paid communications that is intended to persuade an audience to take action toward the purchase of products, ideas, or services. It can also be used to promote political, social, cultural or philanthropic points of view.

Anytime there is a large audience people you will find someone willing to pay to place their brand message before as many eyes as possible. It is estimated that over $500 Billion was spent on advertising in 2010 worldwide..... which means that the medium is far from dead.

Many companies shy away from advertising because it can be expensive. Traditional mass media (Television, Radio, Print) have a history of being the most effective way to reach a large audience, but as the consumers habits of where they spend their free time changes, fewer people are spending time engaged in these mediums. However, there are now many niche venues where you can invest in building brand awareness, and many of these are cost effective.

The first step is to identify how advertising will fit into your overall "Integrated Visibility" strategy. The overall mix of how you educate potential clients about your company, create interest, build a feeling of desire, and move them to a purchase is key to success.

Advertising is not a magic bullet to drive sales, but it can be a powerful pillar that supports your overall image. To gain attention it must be both interesting (to get attention) and repetitive (to build awareness). In general people work hard to avoid ads (think how most people use TIVO / DVR), but they still are influenced by the presence of advertising.

Knowing where to advertise can be confusing and overwhelming. It is important to know your customers, and understand how and where they spend their time (at work and personal time). Once you know where the right people are located (live and in cyber-space) you can make decisions on where to place ads.

Do not rule out advertising as part of your "marketing mix".

Have A Great Day.

thom singer

The 12 Pillars of Integrated Visibility - Number Four: "Marketing"

I have been writing about all "12 Pillars of Integrated Visibility" recently. The skills involved to create success in each area are rarely present within a single individual, and this is why so many companies fail to achieve the success they desire. There must be company-wide involvement to make it all come together.

The face of marketing has not changed as much as many have claimed. The buzz around social media, traditional and alternative media convergence, and societal shifts have lead many to think how we market our companies (and ourselves) is drastically different.

However, I believe that sometimes the more things change... the more they remain the same.

The definition of "Marketing" (according to Dictionary.com) is:

"the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling".

The term developed from the original meaning which referred literally to going to a market to buy or sell goods or services.

While new marketing tools exist, the concepts and theories of marketing are still the same.

The definition is not focused on any one activity. Instead, marketing is a strategy, not a specific action. It is an integrated process through which companies build strong customer relationships and drive understanding for their customers and community with the ultimate goal of increasing sales.

Marketing is a mix of creative practices (including advertising, distribution and selling) and academics and science (social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience). Marketing begins with research and goes through market segmentation, business planning and execution, ending with pre and post-sales promotional activities.

Marketing does not happen by accident and is not successful if simply delegated to a single department or a "marketing person". Left brained professionals often think that there is a secret sauce and continuously replace the people hoping to find some of the marketing magic. Company executives must be involved in both the creation of the marketing plan, and in the actual execution if they want to achieve success.

Get involved in your marketing plan and create more business. Embrace marketing as an important part of your business.

Have A Great Day.

thom

The 12 Pillars of Integrated Visibility - Number Three: "Industry Participation"

I have been writing about all "12 Pillars of Integrated Visibility" recently. The skills involved to create success in each area are rarely present within a single individual, and this is why so many companies fail to achieve the success they desire. There must be company-wide involvement to make it all come together.

All industries have professional organizations designed to promote and advance the efforts of the companies and individuals who work in their line of work. These associations provide information, legal and governmental lobbying, education, codes of ethics and professional standards, and amazing networking opportunities.

I am often surprised when people tell me that they do not participate in their professional associations. Many claim that they do not support these organizations because they are full of "amateurs" or other hacks. Interestingly, they can always point out successful and admirable competitors who support the group, but they are fast to dismiss the value that might exist.

Others claim they do not participate because it is a waste of time to network with the competition. They fail to understand the importance of being connected with others in their industry. It is not only about the competitors, but also about the vendors and other companies who are connected to an industry. You never know when you might encounter someone who could easily make referrals or become your next employer or employee.

Excuses are usually heavily rationalized, but when you look closer those who pooh-pooh industry participation you often find people who are self-focused or networking misfits in all areas, not just in making connections with those in their same industry.

Those who support their industries are usually more successful when it comes to creating a strong sense of visibility in their business community, and thus have the right mix of actions to build higher sales over the long run. This does not mean that all in the association will rise to the top levels of success or that reap the benefits one must become overly committed to the organization.

Involvement does not require a ton of time, but it is more than just sending a check and getting a plaque for your wall. You should outwardly support the cause and honor those who do choose to serve the industry. Know the names of the people on the board, and attend in-person or online events with an open mind and an ear for new ideas.

People with a natural sense of promoting their profession see benefits that go beyond their business. When you have a deep love for the business they work in, and want to see the vocation (and those who work in it) be more successful and respected, others will see your passion. People want to be around those with a passion, and you will find your circle of influence may expand in all areas.

Customers view membership in a professional organization as a commitment to your business. While it may not be the deciding factor, it is considered a sign of dedication. Many might feel more comfortable with doctor who openly honors the standards of professionalism that the American Medical Association promotes, or a lawyer who supports their State Bar. If either of these professionals mocked the other members as "amateurs" or "wannabes", you might get nervous about working with them. But in other industries people do not seem to understand the importance of cherishing their profession.

I recommend that you explore participation in your industry professional organization, or revisit the organization, talk to the administration, and join. Participate and seek ways to utilize your membership to help promote your professional reputation.

My experience in the National Speakers Association has been invaluable. I have had the opportunity to be mentored by those who have been in the business longer, and to mentor newcomers. By being active it has provided me with anecdotes about the changing face of the Speaking Industry and talking points to discuss with meeting planner clients and prospects. One meeting planner told me recently that when she hires speakers who are "not celebrities" she prefers NSA members.

The friendships I have made through being involved with NSA have lead me to new ideas and best-practices to expand my own business. Additionally, the introductions and referrals that have come from other speakers are impacting my bottom line.

Invest in creating and cultivating long-term and mutually beneficial relationships within your industry and it can forever improve your success.

Have A Great Day.

thom singer

Integrated Visibility to Boost Sales

Marketing, advertising, PR, business development, speaking and writing, word-of-mouth, and all the aspects of social media cannot operate in separate silos.

The reason that companies invest time and money in these activities is to boost sales. But if you do not have all the people involved with creating visibility working together, then your efforts will come up short.



(If you cannot see the above video, here is the link: http://www.youtube.com/watch?v=XCRex9wX1OU)

Do not forget that it comes down to sales. Companies need paying customers to survive. Why would you invest in visibility activities if they are not driving sales?

Have regular discussions with your team so that everyone is kept informed about all the actions that are being taken. Take advantage of the new year and host a company meeting where you can begin the dialogue.

Too many company's have backed off on holding meetings, but this can leave employees feeling uninformed. Encouraging discussions on how to promote the company can be the catalyst for ideas that boost your bottom line.

Integration of you visibility will not happen by accident.

Have A Great Day.

thom singer

****If your company is holding an annual meeting, consider hiring Thom Singer to speak, facilitate or lead a sales training program.

The 12 Pillars of "Integrated Visibility" - Number Two: "Understanding and Belief"

I will be writing about all "12 Pillars of Integrated Visibility" over the next several weeks. The skills involved to create success in each area are rarely present within a single individual, and this is why so many companies fail to achieve the success they desire. There must be company-wide involvement to make it all come together.

For a company (or an individual) to find the desired level of success in business there must be a healthy combination of "Understanding and Belief". When we fail to understand who we are and what we provide to our community, we will constantly be chasing whims. Additionally, when we do not believe in the strengths of our products, services, management and co-workers, then we we can never achieve to the fullest.

Understanding can be allusive. Entrepreneurs and C-Level executives know where they want the company to go, but honestly interpreting current situations can be difficult. Employees often know the here and now, but sometimes cannot comprehend the vision of what the organization can become. Bridging this gap leaves many on both sides frustrated.

Open and honest discussions with everyone involved in a business is important to gaining that realistic assessment. This discussion should transcend just those who work for a company, but include customers, referral sources, vendors and other community members. Too often those who are the closest to the day-to-day operations will not provide the best overview.

Entrepreneurs who runs businesses sometimes have no understanding of the changing marketplace. The history of their company and the passion for success can mask the realities that are happening around them. When this happens everyone else usually knows they are out of sync, but getting them to accept this is difficult.

Seeking understanding means welcoming the hard information that the ego can sometimes try to shield. Many years ago I worked in a situation where my efforts fell short of my expectations. It was not a failure, but hardly the level of victory I had become accustomed. I failed to explore how the environment was impacting my work product. I did not understand my reality. By the time I understood what had really happened, I had moved on to another career. If I had understood myself, my employer and the company culture.... my contributions would have become legendary.

Belief is the other side of the coin. Just knowing your reality is not enough without the confidence to take epic actions. When people do not believe they may still go through the motions, but the power of their work will never be fully executed.

Businesses are made up of people, and the mind in each person should be tuned toward contributing to the company's success. When the employees believe the company is changing the world, then the business will make a difference (and higher levels of success will follow). If people doubt the management, the products, or the importance of the mission.... then nothing much happens.

Belief takes faith, and that is not a tangible item that you can purchase at Office Depot. To cultivate this emotional commitment and confidence in the company's vision there must be leadership.

I have worked in organizations that had strong leaders, and I have been in places that lacked leadership. It makes a difference. To be a leader you must be out front. Executives who are secretive and operate behind closed doors leave their people wondering, not believing. In these work cultures you see high turn over, gossip, and run-away office politics.

Where there is a strong belief in the future of the company and a human-oriented inclusive culture you find workers who come in early, stay late, and promote the cause of advancing the company 24/7.

Does your company understand what it is (now and tomorrow)? Do your people believe in you and the organization? If the answer is "no" to either question, you can change that... really!

Have A Great Day.

thom

The 12 Pillars of "Integrated Visiblility" - Number One: "Sales"

I will be writing about all "12 Pillars of Integrated Visibility" over the next several weeks. The skills involved to create success in each area are rarely present within a single individual, and this is why so many companies fail to achieve the success they desire. There must be company-wide involvement to make it all come together. I am starting with "Sales" because it is the centerpiece and purpose of all businesses, and the way we measure success in a company. Sales is tangible, but it does not stand alone. Without the other "pillars" the roof will collapse.

I spend a lot of my time training professionals about the importance of "Integrated Visibility". My keynote presentations, sales training classes, coaching and consulting programs all are based on the idea that there is no one magic bullet that will automatically bounce the revenues of the company. Gone are the days where a series of tricks and scripts would lead to more business. Buyers are cautious and better educated than ever before. It takes intention to win in today's business world.

Selling is about helping the customer make the right decision and meet their needs. It is win / win. When done with correctly and with integrity, selling is a noble act. Some look down on "sales" as a manipulative act, or a necessary evil..... WRONG - Sales is the engine of commerce!

In every industry there is increased competition, lower barriers to entry and far too much noise. This confuses the buyers and turns too many products and services into commodities. To get to success in selling a business must engage in more than "Random Acts of Selling".

Many executives are hungry for a "system" that will lead them to overnight success. This desire makes them vulnerable to spending time and money on programs that will not create the necessary change inside their company. You cannot hire a "Nanny" who will magically change your corporate diapers. It can be messy, but you have to put all the pieces together (Some Assembly IS Required!).

Everyone in an organization should care about "sales", and all should feel they are part of the "Business Development Team". When your employees do not believe they are connected to the sales process, the company comes up short. Companies need revenues to operate, and without the acquisition of paying clients the doors will not stay open very long. There are 12 pillars to "Integrated Visibility", but the purpose all these disciplines is to increase sales.

Businesses of all sizes struggle with this issue and spend too much time defining the steps involved and not enough times doing.

One company I know is fanatical about the idea of "sales", but continues to fail in the different paths the company takes because the executives believe "sales" stands alone. They have had ups and downs over the years, many of which are due to external economic factors in their industry, and little to do with their understanding of how their customers and prospects view the business. They spend all their efforts gazing at their navels, and not enough time getting their people engaged in selling.

According to the American Society of Training and Development (ASTD) selling is:

"The holistic business system required to effectively develop, manage, enable, and execute a mutually beneficial, interpersonal exchange of goods and/or services for equitable value."

Thus it cannot stand alone, as it is part of the whole "system". A prospect will rarely to get to the "sale" by accident. There is no "sales fairy" to sprinkle magic dust over your products.

Buyers and sellers are two equally important sides of a transaction. Both must be engaged in the process for everyone to achieve the desired results. Once you have the attention of the prospect, you can begin to sell.... but it takes longer than ever to get them to look at you amongst all the noise from competitors and other vendors who are calling them constantly.

Many businesses care good at getting attention, but fail to close the business. The most successful sales professionals know that in the end you must ask the prospect to buy. The act of selling is not hoping they will buy from you, but actually getting the contract signed. To accomplish this action, everyone must be confident in the process. Sometimes people in sales jobs do not really believe in their company (the products, services, customer service, or integrity of management), and this will limit results. Thus sales success is about more than the person you hire to carry a bag. Every aspect of your company culture will impact the process.

You should care a lot about "sales" if you run a business (or work for a business), but you also need to honor to the other factors that make up the "12 Pillars of Integrated Visibility".

Have A Great Day

thom singer

"Integrated Visibility" Webinar Next Week

Readers of the blog can register for FREE for the "Integrated Visibility Webinar" next Friday, July 23, 2010 at 11:00 Central Time.

Space is limited so sign up today.

CLICK HERE, then go to the "Upcoming" Tab and click on the July 23rd link.

Have A Great Day.

thom

Law Firm, Banks, and Professional Services Business Development Coaching and Training

After years of pulling back on spending, there is a renewed interest in training, coaching and business education in law firms, banks and other professional service firms.

Several years ago there was push-back on the topics of marketing, networking, business development, and branding. Firms were so busy working with clients that they laughed off the thoughts that the future could ever be different from the land of milk and honey. Business was rolling in, and they never thought it would change.

Then the recession hit. It hit hard. Deals dried up and prospective clients held on tight to their current vendors. The risk of making a change was too great for most customers. Professional service providers found that there was not much in their pipeline and new business was allusive.

The new clients they did find came through their trusted referral partners. Suddenly the power of long-term mutually beneficial relationships became clear. They are now hungry to cultivate connections with others in their business communities.

I have had many conversations with law firms and other organizations the last several weeks who are seeking ways to create better marketing and business development plans. There is an interest in getting both partners and associates (senior and junior employees) engaged in creating a far reaching reputation that will lead the organization to more business.

My "Integrated Visibility" program (which combines Marketing, Sales, Business Development, Advertising, PR, Networking, Social Media, and Personal Branding) is suddenly of interest to many firms who in the past had ignored the power of business relationships. Some are looking for a short-cut or an automated system, but I have never a consultant who promises "nirvana" that can actually deliver the goods. In the end nobody can do this for you. The members of an organization need to own a visibility plan that will produce results. They must work, collectively and independently, to put the pieces together..... Some Assembly IS Required!!!

Second quarter is the ideal time to embrace a culture shift within a firm. The year is underway, and if they wait too long the year will be lost. Smart firms are addressing these topics now before 2010 is gone.

Have A Great Day.

thom