It's a company I started in Australia in 2003 with Tash, we built it very quickly and franchised it into 5 countries.

We've trained over 10,000 coaches around the world and I'm damn proud of the company.

BUT

Life coaches can talk utter shit sometimes, not the New Insights trained ones of course but the other life coaches....

A mate of mine who's a great coach sent me this and I thought you'd dig it

How To Overcome Your Fear of Coaching

neil asher fear of coaching

You would love to be a successful coach, wouldn't you? With a thriving practice?

You know you want more clients. You know you should probably contact a prospective client and give them your pitch.

But, not yet...

Maybe you should do more research, take more classes on coaching, or clean your house.....anything but make that dreaded contact. Your heart starts racing and butterflies roam your stomach as you think of picking up the phone.

What Are You Afraid of?

To overcome your fear, it helps to figure out where your fear is coming from. I had a conversation with a client who wanted to expand her coaching business. But, something was blocking her. To get to the root of her fear I had her think what it would be like if she had tons of clients. I asked, "In your worst-case scenario what are you afraid will happen?" She began with a few general fears like 'fear of success'. I kept asking her to get to the bottom of it.

Some answers included being afraid someone will find out she is a total sham, selfish, insensitive, or completely useless to them. Sounds dramatic, but when we really get down to it - we are ALL afraid of exposing ourselves to the public. (Just imagine speaking in front of 300 people, and you'll get the idea!)

How about you? What are you really afraid of? What is holding you back? Another way to word the question would be, "What do you spend your life trying to avoid hearing?"

Now that the fears have names you can deal with them. I told my client she needed to understand that at some points in time she probably will be selfish, insensitive or useless. We all are - sometimes. There will also be many times she will be the opposite. Time to stop avoiding these things, and confront them!

I suggested she find someone to say the things to her that she was most afraid of hearing, so the words would lose their immobilizing effect. Do you have anyone who could do that for you? (Note - in the actual recording of this session, I did this for her!)

What Are You Committed To?

Are you committed to making a difference in people's lives, or are you committed to protecting yourself? When I asked my client that question the light dawned as she understood she was just trying to protect herself. What a breakthrough!

The great news is, when we realise we have been committed to protection, we can create a new commitment to guide our actions. For example, how about replacing it with: a commitment to contribute to people's lives? Whenever your fears come up, remind yourself of your new commitment, and ask yourself: "Coming from this new commitment, what action would I take now?"

Bernie's Example

I got a call from my good friend and colleague Bernie, who said he had just done an acting audition which wasn't his best performance. He wanted to ask for a second audition, but that was unheard of! He'd been walking around in fear for 20 minutes, trying to decide what to do.

I asked: "What are you committed to?" Suddenly the light went on, and he realised he was committed to giving his best. He went back in there, requested a second audition, and blitzed it!

So how can you apply this in your coaching? Remind yourself what you are committed to. Tell yourself: "despite the wacky things I am feeling in my body I am going to do it anyway!"

And...

Share Your Commitment

Your commitment gains even more power when you let others know about it. I asked my client if she knew anyone she would like to coach, and gave her the assignment to be honest with her prospective client. To speak the things which were holding her back and be willing to share her fears too. She is on her way to a thriving practice, and you could be too just by:

1) Creating a new commitment

2) Sharing that commitment with your prospective clients

So what actions are appropriate for you now? With whom will you share your commitment? How many of your prospects are you going to call? I invite you to write down 5 actions right now and commit to doing them this week. I look forward to hearing the results!

with much warmth

Neil Asher

neil asher Marketing Noise

I have spent some time talking about the number one most important asset of any coaching business, which is its clients. In order to properly embrace this I must first tell you about a thing called "Marketing Noise", which is a catch-all term representative of the tremendous amount of marketing going on all around us.

It's everything from billboards, car and truck signs, bus bench signs, displays and signage in stores, flyers stuffed in bags, flyers under windshield wipers, direct mail, brochures packed in with purchases, brochures in with credit card and electricity bills , bank statements, radio commercials, TV commercials reduced from sixty to thirty seconds, telemarketing, personal selling, satelite TV shows that are really commercials, ads in magazines and newspapers.

It's even the mountain of emails that you are undoubtedly receiving everyday in your inbox if you are reading my e-mails

It's a fact that the average adult consumer is presented with more opportunities to spend money today in one 4-hour period than he was in thirty 24-hour periods just a decade ago. There is a mammoth amount of marketing noise bombarding the consumer every day that is vying for his discretionary income and his credit.

In business-to-business marketing the same basic situation exists. Although there is less cold call selling going on today than at any time I can recall there is much more business-to-business marketing taking place.

The card deck is just one example of media has been invented in the last decade to go after business-to-business. The number of business magazines, newspapers and trade journals carrying advertising to the executive and business owner has more than tripled in the past five years.

Trade show attendants are at an all time high. DVDs, computer CDs and other electronic media are being used as brochures as well as in place of sales calls today. There is a mammoth amount of marketing noise bombarding the executive, manager and business owner.

Then within all that marketing noise there is all the direct competition in your particular field. Competitors who grow more sophisticated and aggressive by the minute, not only competing for new customers but also attempting to take away your present customers. What are you doing about it?

It is a thought provoking question and in a future e-mail I'll reveal what i believe is the answer to all this noise vying for the attention of your coaching prospects time and money..

with much warmth

Neil Asher

Neil Asher the power of love

Neil Asher  the powerful force of unconditional love

Hi the story below, sent to me by a lovely friend from Ireland, inspired me and presented me the opportunity to share with you the misperceptions of good and bad and the powerful force of unconditional love.

A Friend

When I was a freshman in high school, I saw a kid from my class was walking home from school. His name was Kyle. It looked like he was carrying all of his books. I thought to myself, "Why would anyone bring home all his books on a Friday? He must really be a nerd."

I had quite a weekend planned (parties and a football game with my friends tomorrow afternoon), so I shrugged my shoulders and went on.

As I was walking, I saw a bunch of kids running toward him. They ran at him, knocking all his books out of his arms and tripping him so he landed in the dirt. His glasses went flying, and I saw them land in the grass about ten feet from him. He looked up and I saw this terrible sadness in his eyes.

My heart went out to him. So, I jogged over to him and as he crawled around looking for his glasses, I saw a tear in his eye. As I handed him his glasses, I said, "Those guys are jerks. They really should get lives." He looked at me and said, "Hey thanks!" There was a big smile on his face. It was one of those smiles that showed real gratitude.

I helped him pick up his books, and asked him where he lived. As it turned out, he lived near me, so I asked him why I had never seen him before. He said he had gone to private school before now.

I would have never hung out with a private school kid before. We talked all the way home, and I carried some of his books. He turned out to be a pretty cool kid. I asked him if he wanted to play a little football with my friends. He said yes. We hung out all weekend and the more I got to know Kyle, the more I liked him, and my friends thought the same of him.

Monday morning came, and there was Kyle with the huge stack of books again. I stopped him and said, "Boy, you are gonna really build some serious muscles with this pile of books everyday!" He just laughed and handed me half the books.

Over the next four years, Kyle and I became best friends. When we were seniors, we began to think about college. Kyle decided on Georgetown, and I was going to Duke. I knew that we would always be friends, that the miles would never be a problem. He was going to be a doctor, and I was going for business on a football scholarship.

Kyle was valedictorian of our class. I teased him all the time about being a nerd. He had to prepare a speech for graduation.

I was so glad it wasn't me having to get up there and speak. Graduation day, I saw Kyle. He looked great. He was one of those guys that really found himself during high school. He filled out and actually looked good in glasses. He had more dates than I had and all the girls loved him. Boy, sometimes I was jealous.

Today was one of those days. I could see that he was nervous about his speech. So, I smacked him on the back and said, "Hey, big guy, you'll be great!" He looked at me with one of those looks (the really grateful one) and smiled. "Thanks," he said.

As he started his speech, he cleared his throat, and began. "Graduation is a time to thank those who helped you make it through those tough years. Your parents, your teachers, your siblings, maybe a coach... but mostly your friends. I am here to tell all of you that being a friend to someone is the best gift you can give them. I am going to tell you a story."

I just looked at my friend with disbelief as he told the story of the first day we met. He had planned to kill himself over the weekend. He talked of how he had cleaned out his locker so his Mom wouldn't have to do it later and was carrying his stuff home. He looked hard at me and gave me a little smile.

"Thankfully, I was saved. My friend saved me from doing the unspeakable." I heard the gasp go through the crowd as this handsome, popular boy told us all about his weakest moment. I saw his Mom and Dad looking at me and smiling that same grateful smile. Not until that moment did I realize it's depth. Never underestimate the power of your actions. With one small gesture you can change a person's life. For better or for worse. God puts us all in each other's lives to impact one another in some way. Look for God in others.

The End

Neil Asher my comments

As long as you misjudge people as either good or bad, you lead yourself towards unwise and 'conditionally loving' reactions, or those that block the flow of true and honest communication. It has been wisely written throughout the ages that your perceptions determine your reactions. No person of any age or culture can afford to forget this golden nugget of wisdom. Misguided by this illusion, one may see the actions as 'bad' and the rescuer as 'good'.

The paradox here is that one could not occur without the other. Good and bad demand each other for their existence. The so called 'bad' actions were indeed a blessing for the young boy, it saved his life. To misjudge other people as either good or bad is an illusion. Who can weigh the ponderance of good and bad and know for sure their true equivalence? To sit in judgment of a human being is to sit in judgment of one of God's creations

Unconditional love is not just a passion or positive emotion at all. It's a complete merging of all emotions, positive and negative. Unconditional love is the greatest force in existence. It has no boundaries, no limitations and no opposition. It is the Alpha and the Omega. It embraces everyone and everything equally. It is the supreme magical force within me and within you and within everyone and everything that exists.

with much warmth

Neil Asher

neil asher how to stimulate more business

We'll pick up with going down our list of seven strategies that can help you stimulate new business, increase business from existent customers and build repeat business. Let me remind you that, you may not be able to use all of them in your business but you can certainly use some of them.

In your last e-mail, I spoke about the first five

1.A Frequent Buyer Program
2.Discounting
3.Premiums
4.Packaging
5.Prepay

Let's continue this discussion with the last two:

Neil asher

Six, the acceptance of major credit cards. Every business should accept MasterCard, VISA, American Express, Diners Club and now the new Discovery Card. Of course, retail stores, online marketers, and restaurants almost have to honor these cards but just about any business can.

I've talked doctors, lawyers, hair stylists and other professionals to accept these cards and use them to increase their business, implement price increases with less client resistance and reduce collection problems. This really is a simple thought process. The easier you make it for the customer to buy and the more payment options you offer the customer the better.

Seven, regular mailings to past and present customers or clients. I think the single most effective marketing strategy that any business can use to build customer loyalty, to retain customers and to stimulate more frequent purchasing by customers is the publication and distribution of direct mail.

I've often found that a monthly newsletter is an extremely powerful, cost-effective marketing method. When you keep in touch with your clientele with your own newsletter you do all of these valuable things.

Neil asher 6 more strategies

#1: You create a habit on the part of your customers. They expect to receive your newsletter and they get in the habit of reading it.

#2: You stay on the top of the consciousness in your customers minds.

#3: You can pass along useful information and ideas that your customers appreciate.

#4: You can continue to demonstrate your expertise in your field.

#5: You can stimulate word-of-mouth advertising. And

#6: You can advertise sales, special offers, new products, new services, new locations and so on in your own publication.

Accountants, attorneys, dentists, chiropractors, medical doctors - these professionals have learned how effective this idea is and many of these professionals put out their own newsletters on a regular basis but this same exact same idea could be used by many different types of businesses.

The beauty parlor could put out a newsletter on skin care, beauty and fashion tips. The restaurant could put out a newsletter on local entertainment, recipes and shopping tips. The office equipment company could put out a newsletter on management and efficiency tips. The online marketer can put out an online newsletter to their subscription list for little or no money.

And of course as a coach a neil asher type Newsletter is simple as can be and very very effective.

Now that you know the seven strategies that can help you stimulate new business, increase business from existent customers and build repeat business, you need to give some thought into how to use them effectively.

with much warmth

Neil Asher

Exercise:

When we have clearly understood a speaker and are ready to respond, the response comes from our hearts and not our heads. Our heads tend to formulate stories about us, or defend our ego, or judge who people are, or what people have said. Our heart, our instinct, allows us to speak to show understanding and connection. The shift here is to get in touch with your instinct and say what is in your heart and not go to your head in formulating a response. I have a strong belief in people, and I know that people have great things to say to acknowledge each other – even without coach training. We haven’t done it much, so we fear that we won’t know what to say. I know with certainty that if you follow your gut instincts, then you already know how to be a great coach and know what to say that will show you listened and connected with the speaker.

1. Focus on the speaker and listen at a deep level to be connected.

2. Let judgment go.

3. Get out of your head and your ego and let your gut instincts take over.

4. Respond once you have fully understood the message and reflected it back and are clear you heard the speaker.

5. Say what is in your gut that shows you are connected in some way to the speaker and are supportive of them and not judgmental of them.

6. Practice this in five interactions a day, with five different speakers a day, each and every day until it becomes a habit.

There you have the basic coaching tools you will need to be a great coach and live a life that is more fulfilling, a life that will bring more rewarding relationships, greater success, and more enjoyment to you.

Now we will get into the meat of how to make these skills work for you and how to enhance these skills to build upon them more fully. We will then add the more advanced coaching tools you will need to create new relationships and a more rewarding life.

Buckle your seat belts; we haven’t begun to fly yet!

Neil asher

Neil Asher - How to do more business better

Neil Asher

How To Stimulate More Business Part 2

We'll pick up with going down our list of seven strategies that can help you stimulate new business, increase business from existent customers and build repeat business. Let me remind you that, you may not be able to use all of them in your business but you can certainly use some of them.

In your last neil asher marketing post, I spoke about the first two a frequent buyer program and discounting. Let's continue where we left off.

Three, the use of premiums. A premium offer essentially says, "Buy this, get this free." This is an extremely effective marketing strategy suitable for many different types of businesses.

One of the most interesting uses of premiums that I've seen develop as a trend in recent years is the use of premiums attractive to individuals tied to business products and services, such as a free color TV or VCR with the purchase of a certain amount of office supplies. In effect this type of offer let's the business customer spend tax deductible business dollars for supplies and receive free and tax-free a gift he will use personally in his home.

it would be easy to offer something similar for business coaching services or for neil asher style executive coaching.

Four, packaging of different products or services together. This is a marketing strategy usually used to increase the average purchase size in a business. For example, i saw a book for business people called, 'How to Avoid Lawyers,' that sold for ?21.95. they also had a single cassette tape called, 'Talk is Cheap until You Hire a Lawyer,' filled with advice on properly managing your legal affairs and contacts with lawyers. The tape sold for ?12.95. Packaged together they sold the two items for ?29.95. Just as many people bought the set as would buy an individual item and overall they will did more business in pounds.

Five is the sale of prepay agreements. You're familiar with this in the health spa and exercise salon business. You pay say ?395.00 for a membership that entitles you to use the facilities 'X' number of times or for 'X' length of time rather than paying as you go per visit.

for coaching why not offer unlimited coaching for £500 a month.

The same idea is applicable to many different businesses and it even presents an interesting opportunity for the small business person to raise operating capital. With this technique operating capital can actually be raised from customers by collecting in advance for future business.

Let's take a restaurant for example. The restaurant owner could sell a membership card good for twenty-five dinners anything on the menu for £249.00. If purchased onezy, twozy, the average dinner might be £11.95 or £12.95 costing the customer over £300.00. So by purchasing the card in advance the customer saves about £50.00. He can just sign his cheque and not have to pay as he goes and maybe guaranteed reservations with short notice or get some other perk as well. The restaurant owner who sells fifty of these memberships collects over £12,000.00 in a hurry.

In your next e-mail that you'll be receiving in just a couple of day, I'll finish up the last two strategies that can help you stimulate new business, increase business from existent customers and build repeat business. (By the way, #7 is the the single most effective marketing strategy that any business can use to build customer loyalty, to retain customers and to stimulate more frequent purchasing.)

with much warmth

Neil Asher

Hi today i want to talk about The Myth of Retirement

People don't get old.

When they stop growing, they become old.

-Anonymous

There's a pervasive and limiting illusion concerning time and aging, and unconsciously buying into it can diminish both your life and your fortune, while seeing through it can add years to your life and wealth to your worth. Many people believe that youth is a heavenly time of optimism and energy before the hellish decline into old age and death. That's true only if you make it so, and you really do have the power to choose. This pernicious myth has little to do with the reality of life and human potential. Chronological age is certainly not the only determining factor.

There is inside you, from a time before you ever became aware of it, a vision and calling to do something extraordinary. The age of your body cannot touch this divine soul or spark that calls you to shine. However the candle of the body may waver, this light of spirit never goes out. You're not made in anything but an image of greatness, and deep down inside you have something remarkable that you'd love to share, accomplish and be. Everyone has this spark, and there's no end to it because it's beyond who you think you are. It's a fragment of divinity that doesn't age or die, and it's your true nature. It doesn't matter if you 20, 50, or 80 years old, you have an immortal purpose and a dream that seeks fulfillment.

I often coach people who illustrate the unending aspiration of the soul to be of use to the world. for each of them, they were faced with the myth of retirement and discovered the truth that they were made for something greater. Their experiences apply to you and to me and to everyone, because in this way we're all alike. You don't run out of time, you only shut out your inspiration. If you're nearing retirement, your timing in reading this is perfect. If you're not, this may be your opportunity to transcend a myth in advance and change the way you think about and manifest your future.

Remember to let the light of your spirit burn brighter with age.

with much warmth

Neil Asher

The following questionnaire was designed for the purpose of attaining an overall total life fitness. When filling out this questionnaire remember that honesty is of utmost importance. To do an inventory on your present fitness status and to lie about it is to break one of the most significant secrets to overall fitness that is integrity. To take the first step forward on your overall Life Fitness Program, simply answer yes or no to the questions in the questionnaire

Neil Asher's Physical Fitness:

Do you walk at least one mile or its equivalent once a day? _____

Are you within 10 pounds of your normal and healthy weight? _____

Do you work out enough to work up a sweat at least twice a week ?_____

Do you have consistent moderation in the quantity of your eating?_____

Do you have a consistent rhythm in the timing of your eating?_____

Do you receive adequate hours of sleep each day (six to eight hours)? _____

Do you like your body and are you proud of it?_____

Do you stretch out each of your joints at least twice weekly? _____

Neil Asher's

Mental Fitness:

Do you look forward to getting up and making the most of your day? _____

Are you excited about new ideas and look forward to learning?_____

Do you read something inspiring and uplifting and about what you love daily?_____

Do you hang out with idea generating people with mind stimulating ideas?_____

If you are down or depressed do you, instead of wallowing in it, make an effort to change your action state and do something productive?_____

If you are scattered and overwhelmed do you stop to prioritize your actions?_____

Do you have a mentor that helps you not reinvent wheels?_____

Do you take a moment to visualize and affirm your desired outcomes daily?_____

Neil Asher's

Spiritual Fitness:

Do you take a moment for meditative silence daily?_____

Do you stop and count your blessings at least five minutes daily?_____

Do you center yourself and listen to your heart before speaking?_____

Do you open up and share your love with others?_____

Do you write thank you letters?_____

Do you visit parks, museums, art galleries or places of worship regularly?____

Do you believe their is a higher purpose for each of the events in your life?_____

Do you treat others the way you want to be treated?_____

Neil Asher's

Career Fitness:

Do you love what you do and do what you love?_____

Do you have clearly set and written career goals?_____

Do you have an organized work environment?_____

Do you break large projects into smaller more manageable pieces and work from priorities?_____

Do you practice and polish your skills regularly?_____

Can and do you seek advice when needed?_____

Do you reward yourself for you accomplishments?_____

Can you accept valid and constructive criticism?_____

Neil Asher's

Family Fitness:

Do you have someone special you romantically love?_____

Do you let your loved ones know how much they mean to you?_____

Do you take time for family gatherings?_____

Do you make an effort to do those extra specials with those you love regularly?____

Do you really listen when your loved ones speak?_____

Can you truly be yourself around your family members?_____

Do you let other family members receive the limelight without jealousy?_____

Are you proud to be in the family you're in?_____

Neil Asher's

Social Fitness:

Are you willing to take on leadership?_____

Can you join into a group as a team player easily?_____

Are you outgoing and friendly with a sense of humor ?______

Are you able to listen attentively and follow intructions?_____

Do you get out and meet new people, at least one new person a week?_____

Do you make it a point to help others reach their dreams?_____

Are you supportive of other people's accomplishments?_____

Do you speak up and influence others with your ideas?_____

Neil Asher's

Financial Fitness:

Do you feel worthy enough to allow yourself to receive money and wealth?_____

Do you pay yourself and taxes first, not last?_____

Do you have a regular savings program?_____

Do you prioritize your spending?_____

Do you abstain from the overuse of credit cards?_____

Do you pre-plan your shopping and not impulse buy?_____

Do you avoid wiping out your savings just because of minor emergencies?_____

Do you have a separate savings program for vacations?_____

To take the second step forward on your overall Life Fitness Program simply grade yourself on the answeres to the preceding questionare. For each question answered yes give yourself five points. For each question answered no give yourself zero points. Now total up all your points.

Your third and final winners step is to take action. Overall Life Fitness is yours for the taking.

If your total points range from 0 to70, your total Life Fitness status is very poor. If so, you need a jumpstart and an immediate overhaul before you end up totally out of shape. Start reviewing the preceding questionnaire and begin taking immediate action today on its many implied fitness tips. Begin doing one at a time. Work on as many of these tips as you comfortably can. Push yourself though. You may need a mentor or coach, and if so, call on one. You will be amazed at how rapidly your overall life fitness can be upgraded with some extra attention.

If your total points range from 75 to 140, your total Life Fitness status is fair. If so, you could benefit from reviewing the preceding questionnaire and incorporating many more of the tips to overall fitness it neil asher provides.

If your total points range from 145 to 210, your total Life Fitness status is good. You are definitely above average, but you could still benefit even more by reviewing the preceding questionnaire and incorporating as many of its implied fitness tips as possible. This good status is an easy status to become complacent in, so don't just let yourself plateau at being good, go for excellence. It may take some extra work, but you're worth it.

If your total points range from 215 to 280, congratulate yourself, for your total Life Fitness status is excellent. You are quickly approaching an overall Life Fitness. You are either presently a leader or a leader in the making; a role model for others to follow. You have an integrity that makes you a winner. Your personal power and fitness will be an inspiration. You have become your own coach of your own inner winning team. All that is left for you to do is to simply polish up those last few fitness tips so your overall fitness can keep on shining.

If you'd like to find out more about having a life coach or becoming a life coach copy and paste this URL into your web browser:

Neil Asher

Neil Asher - Blue Sky Thinking

Today I thought I'd share one of the biggest lessons i ever got, it's quite simple really BUT it's O so powerful.

any advertising or marketing you do be sure to test the results of it.

I can tell you this - it doesn't matter whether you are a life coach, a small business owner or corporate executive - it doesn't matter whether you sell to businesses or consumers if you'll thoroughly study and consider the information and ideas presented in these emails and take appropriate follow-up actions to switch the emphasis of your marketing into methods that bring direct response and are results measurable you will improve the profit of your business.

And I want you to remember this - any media sales person, any ad agency person, any consultant, anyone in your own firm who is anti-direct response does not have your best interest at heart. The person who opposes having the results measured accurately already knows that the results are inadequate.

I hope you didn't find my promise sneaky or perhaps a bit deceptive, but it is perhaps the best and most profitable advice anyone can ever deliver to you.

so Neil Asher how to do this?

well in the New Insights marketing manual i (Neil Asher) devote a full chapter to this very important subject but here's the nuts and bolts of it for you now:

Testing means evaluating what works, then putting financial parameters to the measurements. The fundamental objective for marketing in any business is to provide the basis to:

??? Generate leads.

??? Maximize the conversion rate into buying customers/clients.

??? Increase the number of transactions per customer per year.

??? Increase the average dollar sale per transaction.

??? Improve revenue margins to result in maximum profits for the business.

The next step is to do the testing and measuring of marketing information as a matter of process. With this information, you'll have the power to make effective decisions including which marketing campaigns to accelerate, which to cancel, which to improve and how much should be spent to maximize the bottom line.

The testing and measuring information allows for the business leverage of limited resources. For example, the leads generated might be high but the conversion rate is low, or the other way around, and this will indicate which area needs to be improved. Or perhaps both leads and conversion rates are high, but average dollar sale is low because the sale mix is weighted to low-priced items rather than high-priced items. Once you really know which areas need improvement, you can begin to make informed marketing decisions.

Here are three steps for successfully figuring out what works and what doesn't work:

Neil Asher steps to success

1. Start asking people where they heard about your business. You must start asking every lead where they found out about you. If you don't start asking, you will continue to operate in the dark. You may keep running an ad or a promotion that never brings in sales, or you may kill an ad or promotion that in fact is a good one.

Because customers usually come from many sources, formal or informal, it is impossible to judge the extent to which each marketing strategy is generating sales on its own unless you build measuring into the process.

Perhaps you got more customers from referrals in a particular week, or there may have been a festival in town with a tie-in promotion. Every time a person contacts your business as a potential buyer, ask them, "By the way, may I ask where you heard about my business?" People will not have any problem telling you. And, after the lead is converted into a customer, you can correlate the purchase with the successful marketing tool to identify the most effective ways to generate customers.

Start right now to ask your leads where they heard about your business; then you can really begin to make effective marketing decisions.

2. Cancel, modify or increase. The first thing to do is see what is not working. If the marketing tactic is getting a low response, cancel it immediately.

Now you have two options: Channel the marketing funds elsewhere or improve the program to ensure you get a response that exceeds the break-even point.

If you choose to improve your advertising program, there are a couple of steps you can take to make the task simpler. First, go back over your past ads and evaluate which ones you think were effective in generating leads and conversion to customers. Pull out the best couple and determine what gave them their edge. Second, look at what your competitors are doing. Do they have an ad they consistently continue to run? What can you learn from it? Then create an ad to be tested and measured.

Go through this process with each marketing tactic you use ??" cancel, examine, modify, test and measure. Remember, the true test of a marketing strategy is whether it pays for itself. If you run an ad and it costs you ??1,000 and generates a contribution profit margin of ??1,300, then it is a good ad and you should continue to increase its use until its contribution profit margin drops to ??1,000 by measuring the results to a financial break-even.

Also, examine each of the successful marketing tactics and evaluate why they are producing positive results. See if you can identify the one most important customer-oriented feature about each.

Now determine ways to use each marketing tactic that is working on a larger scale. If it is fliers, the answer is simple: Drop twice as many fliers to your target audience. That should bring twice the sales. If it's an ad, give it expanded reach or increase the ad size for greater visual impact. Do the same thing on a larger scale and keep measuring the leads generated from the revised or increased tactics.

3. Check the conversion rate from leads to customers. Conversion is the number of leads/inquiries that become sales. Unfortunately, frequent analyses of businesses will show that it is not the quality of the execution of the marketing tactics that is the key determinant of sales effectiveness, but the results are often controlled by inadequate sales techniques. There are many businesses that have ample leads, but they lack effective skills to convert them into sales.

Again, it is testing and measuring that will provide the real information to know what's working and what's not. As surprising as it may seem, very few small businesses actually know their conversion rates, but they will always give you an estimate. These estimates are consistently about twice what the conversion rate turns out to be when measured. Business owners tend to show great disappointment when their estimated 50 percent conversion rate turns out actually to be 25 percent. They see this as a poor reflection on their sales performance rather than an opportunity for faster growth. Just think how difficult it would be to double your conversion rate from 50 percent compared with 25 percent.

In most analyses of small businesses, improving the conversion rate provides the quickest and lowest-cost effort to increase business revenues. You just have to give the new potential customer a reason to buy from your business.

Price is not the only reason a customer buys products or services from your business; what if the sales people showed a personal interest in your customers' needs? What if they were a little bit friendlier? What if they used more effective sales scripts? What if they were willing to back up the product with a guarantee? What if they offered free delivery?

It's a matter of knowing the needs and helping a customer make the decision to buy your product. All of these ideas can be tested and measured to see what will improve the conversion rate from your current standard.

Neil Asher

So what are the keys to successful testing and measuring? Be vigilant, disciplined and consistent. You cannot test and measure half the time; you must do it every hour of every day.

It is not a difficult task when you build testing and measuring into the operating procedures that specifically relate to the nature of your business. Enforce the process to record every lead/customer interaction with your business and make sure that every employee complies.

Stress the importance of this process for the financial growth of your business. Experience indicates that only two out of 10 marketing campaigns for small businesses will generate a positive contribution to the bottom line. It is crucial to quickly know which campaigns are generating your business success.

with much warmth

Neil Asher