Grow Your Memoir Business – Develop, Up-Sell and Cross-Sell Products

If you wish to up-sell and cross-sell to your repeat-customers (and you should since these are profit centers for any company), here is a marketing strategy to follow:

1. Develop writing or memoir products that can be up-sold or cross-sold. Start by looking at your current products and them add to them. And intro workshop needs to be followed by an intermediate one and then by an advanced one. If you are co-authoring, an example of up-selling might be to bundle two memoir projects for less than the cost of two separate projects. Up-selling might also include doing the book production. Cross-selling might include a workshop or coaching on how the clients might do the work themselves.

Most customers are unlikely to buy the same product again. If you want repeat customers, you must develop a line of distinctly progressing products (books, workshops, services) they can buy. If you have no additional products for the progressive mastery of writing, you have no up-buying or cross-buying opportunities. Some one who has taken the Intro workshop will not enroll in it again. They will however up-buy to the Intermediate workshop or cross-buy coaching. A client who bought a product listed above is likely to up-buy or cross-buy the following one.

2. In the next year or two, set a schedule for yourself for developing products. Always opt for the one net in the line of mastery. Do not develop an advanced workshop before you have an intermediate one. Then promote these offerings in your brochure, on your website, in your presentations–everywhere.

3. Distinguish between your products (clearly place them in a sequence of mastery) and let your marketing tell your clients repeatedly and consistently why up-buying or cross-buying is to their advantage.

When your company has a large number of sequenced and complementary products, you will have many repeat customers over the years. Your buying analyses will show customers reappearing everywhere. That is great! If you offer quality products and make your customers aware of them, of course, people will want to up- and cross-buy.

Good luck in growing our writing-based and memoir company.

Business Development Isn’t For Cowards

Being a Prospecting trainer and coach I get all kinds of excuses why Prospecting in the field isn’t practical. You probably know most of them.

So what is an alternative? Simple, but it isn’t for cowards.

The most under utilized Marketing/Prospecting tool around is public speaking.

You are an expert on some aspect of your product or service. Find audiences that use your type of product or service and tell them something that will help them use it more efficiently.

Association chapters, Chambers of Commerce all sorts of organizations have meetings that need speakers.

All you need to do is put together a 20 minute speech on one aspect of your produt or service that will benefit the audience. Now this can’t be a sales presentation. It has to be of benefit to the audience regardless of their future relationship to you or your company.

The benefits are two fold. First, you will establish yourself as an expert on this particular aspect of your product or service, and you will get free stuff.

Once you have hit the circuit in your territory, you will find that you become the “go to person” for information.

A couple of things to remember. Always bring a lot of business cards. Also, be sure to invite people to contact you anytime with questions that you will be glad to answer without any obligation.

If someone comes up after your talk with specific needs at that moment, you may want to ask for their card and find a time to meet with them. You don’t want to pre-empt others from talking to you by devoting all your time to one person.

Now, there are two things that can make this a difficult process.

Preparing the speech and getting the dates.

First, preparing the speech. You have to be a good speaker. I teach public speaking so I know that most people can be good speakers. It requires time, preparation, and rehearsal. If you aren’t willing to do all three, you won’t get far.

Second, you will have to Prospect for opportunities. That is contact organizations to get on their schedule. This isn’t too difficult but requires time some selling.

You know these things, so just do them. It is actually fun once you get the ball rolling. You get to meet and talk to a lot of friendly people; you get a lot of free stuff like pens, clocks, note pads and just about always a meal.

So if you don’t like straight out field Prospecting, give public speaking a try. I know it is Marketing not Prospecting, but it is a good step.

If you have any questions about this, send me an e-mail and I will be glad to help – no obligation.

Sell Well and Often,

Bill Truax

[email protected]

The Business Development Economies of Dubai

Dubai is a global city situated on the Eastern coast of the United Arab Emirates. Dubai is one of the most welcoming cities for travelers as well as businesses. The city is a must watch, with its sky-touching buildings, luxurious hotels, beautiful beaches, shopping malls and a flourishing business community. Each year millions of tourists visit Dubai not only for leisure but, to do business.

Culture of Dubai

Dubai welcomes visitors all year round. It is rooted in the ‘Islam religion’ and all the tourists are expected to follow their ways of life. Islam provides strength, inspiration, and touches all the aspects of life in the city. The city has numerous beautiful mosques sprawled in every neighborhood. It is mandatory for every Muslim to do five times of prayers each day. The largest of all and the most beautiful mosques is Jumeirah Mosque, a must watch.

Attractions in Dubai

The city is packed with beautiful beaches and vast deserts. Moreover, the city is full of exquisite architecture. The one most significant tourist attraction places is Dubai Museums, which offers insights into the history of the city. Some of the most visited places in the city are – Palm Jumeirah, Wild Wadi Water Park, The Dubai Mall, Dubai Creek, Madinat Jumeirah, Burj Khalifa, Jumeirah Beach, The world, and Grand Mosque.

Business Opportunities in Dubai

Dubai is a major global business center and has experienced an incredible growth spurt recently. It is a strategic location and hub of headquarters of many international companies. The city is the largest exporting center of the Middle East. Most of the investors prefer Dubai for business. There are several reasons behind it.

Some of them are listed below.

  • Strategic location – Dubai is a gateway to a large and growing market. The local economy is situated amidst in the richest regions of the world. It has diversified requirements and growth opportunities for various businesses.
  • Stability – the city has a low crime rate, ample liquidity and is politically stable. It has sophisticated banking systems and wide credit facilities.
  • Government incentives – Dubai has a tax-free environment and the government offers various incentives to promote business culture in the city. There are various plans and schemes formulated by the government to encourage the establishments of small scale as well as large scale industries.
  • World-class infrastructure – Dubai invests heavily in the infrastructure, energy, telecommunications, and industries. Thus, it enables the best facilities in the world.
  • Extensive Foreign Trade – there is a vast foreign network extending up to 179 states, a diverse group of services and goods and a potential of global marketing.

Focus of Business Sectors in Dubai

  1. Information and Technology Industry – one of the fastest growing market are Software and mobile apps in Dubai. The IT industry is extensively increasing in Dubai mainly because of the tax inducement provided by the Government.
  2. Mobile Industry – the development of mobile technology has brought a major growth in social, political, and economy issues in the city. The development of mobile apps in Dubai has attracted some businesses and has increased employment opportunities for youth.
  3. Construction and Infrastructure – Dubai aspires to redesign its financial system following the international economic crisis, by swapping trade of its real estate sector to high-tech trade. Dubai invests mostly in its transportation, telecommunications and engineering infrastructure. It has fascinated numerous commerce opportunities.

New Entrepreneurs – Overcome Information Overwhelm in Start-Up Business Development

After 30 years of being an employee who worked for attorneys as a legal secretary/assistant, the firm decided they needed fewer employees. That gave me the “opportunity” to go home to my computer, with all the current technology and online resources for learning, and start my own business as a virtual assistant. My initial vision was that all I had to do is set up shop online and in extra bedroom, get jobs, and start collecting checks. Sounds very logical, common-sense and practical — not!

The way an employee “works for a living” is completely different than being an entrepreneur “creating value” and getting paid for it. As stressful as a job may become as the employee is given assignments to complete in a certain time frame, that’s nothing to compare with the “dis-ease” called information overload that is waiting for the start-up Internet entrepreneur. Here are some examples of the painful symptoms:

  1. tasks that appear to be “must-do” activities are overwhelming in quantity and complexity;
  2. the need to take another online class or buy another “how to” digital program seems essential;
  3. the fact becomes clear that I don’t know how to identify and schedule short-term/long-term projects;
  4. my attention is constantly diverted by tasks that seemed A-1 in importance, but now appear as decoys;
  5. my feelings of being duped are mounting in inverse proportion to being drained of time and money resources;
  6. as I watch time and money flow out the door, in comes insecurity and lots of low self-worth;
  7. I never seem to have enough time, never finished, and that means 24/7 – is this a business or an addiction?

Why is it so much harder to produce results from the freedom of my own home? Why all this pain and paralysis, digging holes that never dig deep enough to strike pay-dirt? I knew the answer had to do with a difference in mindset between the employee and entrepreneur, so I decided to explore it with this article.

The Good News – The Problem is Solved by Tweaking The Mindset

It was easy to analyze – what I did as an employee was essentially a three-step process consisting of:

  • Receiving an assignment (a task to do) from a employer (boss) which included a deadline for completion;
  • Completion of the project (within or outside of deadline) by whatever means it took (nobody went home until it was done or rescheduled);
  • Payment made on a time or task basis (putting in the time or finishing the task essentially guaranteed getting paid). There was some performance review, but basically, if you showed up and did the work, and the company had money in the budget to pay employees, you had a job.

What is means is that an employee really is a cog in the wheel of production, not determining the very beginning (a call for the product or service) or the very end (marketing or collecting by way of invoice/charges). Compare this with the mindset of an entrepreneur who must do these activities:

  • rule owner’s enterprise by taking leadership role(s), control decision-making and, ultimately, is responsible for the outcome in terms of satisfied customers and payment;
  • takes risks, experiments with various methods and systems of production, marketing, collecting money, keeps track of outcomes (like a science project), keeps records (notes, journals, spreadsheets) in order to maintain an accurate history of actions taken, to be able to learn from both successes and mistakes. And, yes, to be able to make mistakes as the best/fastest way to learn sometimes, and since you are the boss, you cannot be fired for your mistakes — you can only quit!
  • learn to plan for and rationally expect a return on your investment (ROI), and look for ways to increase income flow (getting compensated for time and money invested in business), the whole purpose of which is to provide value to others. And, logically, as you provide actual value to others, you will get paid, but it may not be predictable as to exactly when and how much. Also, look for payment in terms of knowledge and connections, not just money.

The Bad News – The Problem is Better Solved by Combining The Mindset(s)

In the Old Days, the days before the economy actually demanded we create a business online as soon as possible, in those old days, we’d do a self-evaluation (whether on-the-job or as a potential entrepreneur) to determine whether we have what it takes to be an entrepreneur, or if we should shape up even more, and be the exemplary employee with an annual raise. Now, I suggest that the bad news is that there is no longer a choice — it’s essential to be both an employee and an entrepreneur, both at the same time.

What I’m suggesting is that we need to create a new mindset that incorporates the best aspects of the employee mindset (which is to ‘just get it done, no matter what, because that’s what I’m hired to do), and the entrepreneurial attitude that wonders “what will happen if I do it this new way, in answer to what appears to be a need to create value for our society?”

We become both roles, the boss and the employee; we’re here to “just do it” and get the product or services out the door and delivered. We need to judge only our own self, but not spend too long lingering over the hard lessons called “mistakes” or gloating over a success that really is temporary anyway. We need to think about the customer/client as our employer and allow these people to dictate what we need to do, how to value it, and how to give them more than what they bargained for.

Yes, I believe we need to stop thinking about our expectation of a paycheck and think more about the quality of the results we are producing.

Once we combine both mindsets and step into the dual roles of employee/entrepreneur, we’ll be living in a healthy and practical world of expectations where hard work pays off as long as we produce results and not get bogged down by excess information, self-analysis and procrastination — inaction.

And this productive behavior will keep us busy, solving problems, moving forward to test our theories in action. And certainly we’ll have no time for information overload, any more than Alice in Wonderland had when she faced the Queen yelling “off with her head”! Alice simply faced the noise and commotion and said rightly: “You’re nothing but a pack of cards.”