sábado, enero 30, 2010

Seven Free Tools to Research Products and Services!!!

7 Indispensible-and Free-Keyword Tools


if you're starting a new business, here are seven free tools entrepreneurs can use to research new products and services.
  1. Use social media search tools to refine a marketing message that isn't communicating optimally. Take TweetScan--first come up with terms you care about, then make RSS Feeds out of them and subscribe using Google Reader and regularly scan results to see if you've found anything interesting. Look to twitter users who have recently used the terms you're searching on--and that might be the beginning of forming an "influencer list" for your business.
  2. Twitter Search can be used to notify you of events happening nearby that you can leverage for your entrepreneurial efforts, such as meetups or tweetups that happen within a 20 mile radius--often this is the best way to find out about meetings that you might not know about otherwise.
  3. Use AdGooRoo's free business intelligence search tool to find out top keywords and top advertisers. Using AdGooRoo to find keywords and advertisers for "comfortable shoes" yielded additional keywords to feed into Twitter Search and TweetScan as well of a list of competitors that can be studied to improve your business offerings.
  4. Use Microsoft's AdLabs Commercial Intent tool to check the viability that your concept is seen as having commercial value based on the words your using to describe your idea--if not, change your words. For example, "Ultra-Thin Insoles" is considered to have a 68 percent commercial value while "Comfortable Shoes" is considered by the tool to have a 96 percent commercial value. Finding the right way to describe what you're looking for will help you find it faster and cheaper, and help you monetize your offerings once your products or services are ready.
  5. Use Yahoo! Buzz to improve your marketing copy once you settle on keywords to use to describe what your business offers. Using Yahoo! Buzz will help you see how others are currently portraying the same things you want to develop or sell.
  6. Use Quantcast Marketer to find related terms to the products and services you want to develop and sell, as well as pick up demographic information on who your potential customers might be; the Quantcast Marketer program is free to use and all you have to do is sign up for an account.
  7. Use WordStream Free Keyword Tool to supercharge the SEO content of your marketing materials. WordStream Free Keyword Tool has a continuously updated database of more than a billion of the world's most popular keywords, aggregating more than a trillion unique searches; once you settle on the right way to describe your new business offering or service, use the right words that drive the most traffic to your startup.

Layering the seven free keyword tools in this article will help your startup take off--before you have to start worrying that it might run out of runway.

HAVE YOUR SAY: vatotheworld@gmail.com

Why serve a Niche Market???

Why Serve a Niche Market?

By Afarin Bellisario


Entrepreneurs who see a direct correlation between the size of a target market and the probability of success miss the opportunity to serve healthy niche markets. Niche marketing not only provides startups with an opportunity to launch the business successfully, but can also help them grow into major players in a larger market. Healthy, profitable businesses such as Traulsen, Aman Resorts, Zamboni and Peet's Coffee and Tea all serve thriving niches.

Niche players share a common set of traits. These include a deep understanding of their customers and their customers' needs and the ability to stay engaged with those customers. Ideal niche market companies should consistently produce quality, innovative products and possess a genuine regard for the well-being of their employees. Serving a niche allows companies to focus on meeting the needs of a smaller group of customers without compromising their chance to increase the appeal to a broader market.

Look at some successful niche players-some that have gone on to become household names-to see how they achieved, and continue to achieve, success.

A Specific Interest
The iron is one of the oldest and most common household items. It's a commodity product that generally retails for less than $30. That makes the prospect of successfully selling irons priced from $900 to $2,500 farfetched, if not outright ridiculous. Nevertheless, that's exactly what Laurastar has done since 1980, selling more than 2 million really high-end irons to households in 40 countries. Switzerland-based Laurastar serves a seemingly small market niche of people who share one interest--pressing their clothing professionally at home. While forgoing a large market in favor of smaller one may not sound logical to venture capitalists, Laurastar has proved that serving a smaller subsegment of the market with special needs can be profitable and sustainable.

In some cases, niche players concentrate on serving a combination of subsegments of a market with similar interests or lifestyles. Aman Resorts doesn't target just sophisticated, wealthier travelers. Aman Resorts' niche market has a lust for faraway places, an interest in cultural authenticity and a desire for environmental friendliness. The company, which operates properties in Asia, Europe and U.S., has done away with the over-the-top pretentions associated with other luxury brands (think marble reception areas) in favor of small, distinct establishments. Each property is designed to be in harmony with its surroundings and the prevailing local architecture.

Similarly, Peet's Coffee prides itself on serving coffee devotees, or "Peetnicks," people who appreciate great-tasting coffee or tea from many places around the world. The company emphasizes smaller batches, freshness, superior beans and a darker roasting style that produces coffees with greater richness and complexity.

Facing Competition?--Innovate
Niche businesses are not immune to competition, especially from larger market players with substantial resources and economies of scale. So in the face of competition, how should you respond? Successful niche businesses will respond with innovation and higher-quality products, rather than cost-cutting measures.

When larger competitors threatened Laurastar, the company responded by hiring a team of high-caliber engineers to create the world’s smartest iron. The new home pressing system is lighter, easy to handle and features sensors which produce steam automatically with a slight movement of the wrist as the iron is pushed forward; it stops immediately when the iron is halted or moved backward--eliminating the need to press a button to activate the steam. An active board and blower systems also assist with pressing the garment as soon as the iron moves. The combination reduces ironing time by half and saves energy.

Take Care of Employees
Another common trait of successful niche businesses is good human resource policies and labor relations. These companies have realized that offering superior service and products requires hiring, training and retaining superior employees. Niche businesses normally pay higher wages than the industry average and offer generous benefits. Most also enjoy much higher retention rates than their industries average.

A substantial group of niche businesses are family-oriented or family-run. For example, many of the employees at Traulsen and Zamboni are from second and third-generation families.

Peet's uses an operating strategy common among niche players--it does not franchise. The corporation operates all of its stores, this isn't just for quality control, it's to maintain high employee standards. The company offers extensive employee training, a health care plan and other benefits even to part-time workers. Aman Resorts publically attributes its success to its staff; everyone from cleaners to cooks and bus boys.

Growth Options
Once the niche market is saturated, opportunities for growth can come from a number of sources. One option is global expansion. After reaching 25 percent penetration in Swiss markets, Laurastar decided its next level of growth would come from selling abroad. Some niche businesses, such as Patagonia, grow naturally as their offerings and brand appeal to larger markets. Patagonia was originally established to outfit serious outdoor enthusiasts, but today its products have a large following among hip urban youths.

Some venture capitalists are reluctant to invest in niche businesses; this makes it difficult for entrepreneurs to fund their growth through that avenue, so growth sometimes comes from partnerships with larger firms. A by-product of this is many niche-market companies are eventually acquired by those larger companies. Traulsen, for example, was acquired by Illinois Tool Works after merging with Hobart, another food preparation equipment vendor. Sometimes the new corporate governance doesn't work. Take Nantucket Nectar; first it was sold to Ocean Spray and then to Cadbury Schweppes, only to be sold back to its founders.

The bottom line is that despite some difficulties--securing funding and managing growth-- many entrepreneurs who are focused on niche markets find it incredibly profitable and fulfilling. The keys to success are to stay in touch with your customers, understand their needs and keep a laser-sharp focus on serving those needs with a commitment to continuous innovation.


HAVE YOUR SAY: vatotheworld@gmail.com

miércoles, enero 13, 2010

NO ME COMPRES O LA NUEVA FORMA DE VENDER!

No me compres, o la nueva forma de vender
by francisco cantador

La palabra más buscada del año en internet a sido Twitter, todo el mundo habla de la redes sociales e internet a evolucionado de tal forma que ya es en si misma una red social (quizás siempre lo fué).
Vender en internet se ha convertido en una experiencia nueva con una nuevas reglas y los que estamos por aquí debemos jugar a favor de esas reglas, no puede ser de otra manera. El concepto 2.0 y el concepto del 2.0 relacionado con el marketing es algo que tiene un aspecto viejo/permanete y otro nuevo.
Mostrarse en internet es lo mismo que mostrarse fuera, la psicología del marketing se basa en las mismas premisas pero internet da una nueva dimensión al hecho de vender. El marketing en redes sociales es una nueva forma de vender, eso está claro, pero no hay que olvidar que el hecho es el mismo: vender.Lo que estoy queriendo decir es que vender siempre es vender, hemos de aprender las bases del marketing, pero vender online es adaptar esas bases a los nuevos paradigmas del 2.0.
“No me compres” es el título del ebook de Joan Jimenez sobre marketing en redes sociales, un ebook donde podemos conocer todas estas nuevas reglas del juego y todos los cambios que supone el marketing 2.0. Te recomiendo leas este ebook que puedes leer o descargar gratuitamente desde este enlace hacia el blog de Joan Jimenez. Te dejo con la introducción del ebook donde Joan nos pone en precedentes. Espero que este aperitivo te anime a leer el ebook completo, es una lectura muy amena. Aprender es desaprender. Nos encontramos ante un cambio de paradigma sin precedentes en la historia. El cambio climático como consecuencia de la sobreexplotación de nuestro planeta. El agotamiento del modelo económico actual basado en un crecimiento sin limites. El desencanto generalizado para con los sistemas clásicos de organización social y política. La aparación de un internet global, móvil y social. La saturación publicitaria y el nacimiento de un nuevo consumidor con un sentido crítico cada vez más elevado. La aparición de un nuevo poder del individuo a través de su organización en redes sociales y la conformación progresiva de una nueva sociedad e identidad digitales basadas en la comunicación y el intercambio de conocimiento… … y todo esto a una velocidad tan vertiginosa que nos obliga necesariamente a desaprender la realidad en la que hasta ahora creíamos, para poder aprender a construir una nueva.
QUE TE PARECIO??? vatotheworld@gmail.com

FELIZ 2010 PARA TODO EL MUNDO.... EMPEZAMOS DE NUEVO!

Los errores que cometí en el 2009, solo sobre internet marketing claro
Posted on Enero 7, 2010 by francisco cantador


Comenzando el año y dejando atrás errores que he cometido en el ámbito del internet marketing y los negocios online en el 2009. Para dejarlos atrás he pensado que sería bueno compartirlos por si te sirven de ayuda o consejo, pensando también que si no te sirven por lo menos te podrás reir de mi un rato.
1. Tener un autoresponder alojado en un hosting “normal”.
Tener un autoresponder propio (un sofware, no un servicio online) alojado en tu propio hosting puede suponer un problema si tienes muchos contactos. Tu hosting te avisará de sus limitaciones de transferencia y envio de emails y no te dejará realizar tus envios.
Este es un gran problema porque contar con un buen autoresponder es una gran ventaja: mucha libertad y efectividad en la comunicación con tus prospectos, clientes, socios y seguidores.
Este problema tiene dos soluciones: tener un hosting que te permita enviar muchos emails o contratar un servico de autoresponder online, un servico alojado en un servidor externo. Normalmente la gente usa la segunda opción ya que la primera requiere de un hosting muy caro.
¿El consejo? Cuando comienzas con tu negocio online no tienes muchos contactos y te puedes apañar con un autoresponder gratuito o con un software alojado en tu hosting, pero irremediablemente si tu pretensión es hacer crecer tu negocio tu lista de contactos y tus campañas de email marketing crecerán también. Entonces te tocará cambiar a un autoresponder más potente. Bien, el consejo es que contrates un buen autoresponder desde el principio y te ahorrarás muchos quebraderos de cabeza. ¿Qué vale 20, 30 0 40 $ al mes? …merece la pena si tienes muchos contactos.
2. Hacer promociones de productos o servicos de terceros sin construir mi lista.
Es un error promocionar algun programa de afiliados o un producto de otra persona o empresa y hacerlo directamente con su página de afiliado. Pongo mi caso como ejemplo para que lo veas claro…
… promocioné un producto que mediante su programa de afiliados me daba unas comisiones por venta. Utilicé Adwords aprovechando el bajo coste que tenían para ciertas palabras clave. Coloqué mi página de afiliado del producto en el anunico. Gané algun dinero, pero con una estrategia más elaborada (página de captura propia, creación de una lista de prospectos y campaña de seguimiento por email) podría haber ganado mucho más dinero además de tener ahora una lista de personas interesadas en esa temática con la que seguir trabajando.
¿El consejo? ultiza programas o sistemas de otras personas, aporvecha sus trabajos y productos para ganar tu dinero pero ponte a ti siempre el primero… ellos tambien lo hacen.
3. Enfadarme con algun socio.
A veces exigimos a los demás demasiado, a veces la gente no cumple lo que ha prometido, a veces no comprendemos a los demás, a veces nos encontramos con auténticos desastres, a veces muchas cosas que nos pueden hacer enfadar.
En enfadarme si que soy todo un experto y por eso sé de los inconvenientes que el enfado te dá cuando estas haciendo negocios (y cuando no tambien, pero ese es otro tema).
El enfado o el dejarnos llevar por nuestros sentimientos negativos es algo que nos aleja de nuestros objetivos de negocio. Así de simple. A parte de esto pues ya sabemos que clase de consecuencias trae ir por el mundo enfadado y queriendo que todo salga como queremos y que todo el mundo haga lo que nosostros queremos.
¿El consejo? Colabora con los demás, haz alianzas y asociaciones beneficiosas pero no dependas de los demás, sigue tus objetivos que seguro que no pasan por llevarte mal con los demás. Centrate en el beneficio y no en el conflicto porque al fin y al cabo eso es lo que quieres, lo que queremos todos.
4. No tener estrategias claras claras claras.
Este error es un error muy común, diría que es el error por excelencia que cometemos todos los que estamos en negocios, marketing y demás. Es un error que ocurre por no planificar las cosas.
Un negocio, sea cual sea, requiere de dos cosas: planificación y ejecución. No hay más, y como es lógico la planificación va primero. El error es invertir los terminos. ¿El consejo? …sin comentarios.
5. No leer lo suficiente.
Leer libros, artículos, blogs, etc… es una de las tareas fundamentales en el internet markering y los negocios pues siempre tienes que llenarte de ideas, información y conocimientos que inspiren tu creatividad. Tu creatividad es lo que te diferenciará y te ayudará a hacer un marketing bien efectivo sin gastar ni un centavo. ¿El consejo? a leeeerrrrrr
6. Juzgar a algun cliente o prospecto.
Esto es algo que me ha hecho perder alguna venta… muchas veces las disparatadas preguntas y sugerencias de nuestros prospectos nos hacen juzgarlos y pensar que nos estan tomando el pelo.
Con esto no digo que haya que perder el tiempo con quien simplemente te está mareando, sino que has de ponerte en tu posición de confianza en ti mismo y en lo que haces pero sin rechazar a nadie. Es decir, que no hace falta que lo mandes a freir esparragos, sino que simplemente le explicles tu postura sin llegar a juzgar a la otra persona. ¿El consejo? … no hagas lo que yo.

Bueno, en fin, solo pondré 6 errores… por lo demás soy perfecto.


¿Algun error por tu parte en el 2009 digno de mención?

QUE TE PARECIO??? vatotheworld@gmail.com

lunes, septiembre 07, 2009

Guest Speaker: How to Predict the Future

Guest Speaker: How to Predict the Future

A good sense of timing is key to success. Fortunately, it's easier to see the future--and to plan for it-than you may think.
Right on schedule, the digital cameras and pocket computers with the specs that we needed became available last spring. Our software development project was completed on time, and so we introduced a new, portable reading machine for the blind this past July.
Today, there are on the order of a thousand blind people reading all the print they encounter as they go through the day. Other companies have taken notice and are starting to develop competing products. As a result of our technology forecasting, however, we have a nice jump on the market.
To what do I owe this exquisite sense of timing? The simple truth is that timing is key to success as an inventor, so I've spent the past 30 years studying the rate by which information technology advances. Being an engineer, I gathered data on technology trends in different fields and built mathematical models. What I discovered is that understanding the timing of technological change is not as mysterious as most people think it is. In fact, I found that the models were surprisingly predictive, and today I have a group of 10 people at the Kurzweil Cos. helping me gather data and build these models.
The common wisdom that you can't predict the future is not all wrong. We can't predict specific things, such as whether Google's (NASDAQ:GOOG) stock will be higher or lower three years from now. But within information technology there are meaningful patterns.
The evolution of information technology follows such exquisitely smooth exponential trajectories, in fact, that I can say with confidence that all information technology doubles its price performance and capacity pretty much every year. If you ask me the cost of a MIPS (million instructions per second) of computing in 2010, the cost of sequencing a base pair of DNA in 2012, or the spatial resolution of brain scanning in 2014, I can give you detailed figures and they are likely to be accurate. This has proved true for computation for more than 100 years, going back to the first data processing equipment used to automate the 1890 census.
One way to think about the patterns in information technology is to look at science, where we see other examples of remarkably predictable effects resulting from the interaction of inherently unpredictable phenomena. The laws of thermodynamics provide an example.
The path of each molecule in a gas is modeled as a random walk. Yet the properties of the overall gas, made up of many chaotically interacting particles, is predictable to a high degree of precision. Technology evolution is, similarly, a chaotic system with remarkably predictable properties.
There's another wrinkle to keep in mind. When I say that information technology doubles in price performance and power each year, remember that the rate itself is expanding at an accelerated rate. It took three years to double the price performance of computing equipment in 1900, two years in 1950, and we're now doubling it every year.
At today's exponential rate, doubling every year means multiplying by a thousand in 10 years and a billion in 30 years. But with the rate of acceleration continuing to grow, we will actually hit the billion mark in only 25 years. Consider the pervasive influence of information technology in today's world and multiply that by a billion in a quarter century--while we shrink the size of both electronic and mechanical technology by a factor of 100,000 in the same time frame--and you'll get some idea of how revolutionary information technology will be in the future.
All sorts of industries will be affected, beyond what we think of conventionally as computing. Take energy for example. Today, it seems like an area of grave concern, with implications from global warming to pollution to geopolitical instability. The fact that demand for energy is projected to triple within 20 years heightens our worries. Based largely on the 19th-century technology of fossil fuels, energy is not what we would consider an information technology. Not yet anyway. But when we have fully programmable nanotechnology, through which we can reorganize matter and energy at the molecular level, then we will see a revolutionary transformation.
Here's what I mean: Today we produce 14 trillion (about 1013) watts of power, 78 percent of which comes from fossil fuels. We have, however, plenty of energy in our midst. About 1017 watts of sunlight fall on the earth, or roughly 10,000 times more energy than we regularly consume. Solar panels today do a poor job of capturing this energy because they are inefficient, expensive, heavy, and difficult to integrate with building materials. Today production of solar power costs on average $8 per watt, much more than other energy sources.
The economics of solar power are poised to change dramatically, however, as a new generation of solar panels made with nanomaterials comes of age. Developed by a series of venture-backed companies eagerly jockeying to disrupt that $1.9 trillion worldwide oil industry, these innovative panels are projected to drop in price within a few years. And whether or not any of the known businesses now developing them are successful, once we have full-scale molecular nanotechnology-based manufacturing, we'll be off to the races.
At this point, energy will become an information technology dominated by massively parallel, computation-controlled molecular manufacturing processes. In 20 years, I believe solar panels will be as inexpensive as a penny per square meter.
We will be able to place them on buildings and vehicles, build solar energy farms, and incorporate them into clothing for powering mobile devices. Converting 0.0003 percent of all sunlight hitting the earth, which will be feasible at that time, will let us meet 100 percent of our energy needs two decades from now. In yet another welcome change, we will be able to store the energy in nanoengineered fuel cells that will be tiny and widely distributed, a great improvement over the centralized, dangerous energy storage facilities we rely on today, such as liquid natural gas tanks.
Most discussions of global warming make no mention of the ability of nanotechnology to solve this problem within 20 years. Al Gore's movie An Inconvenient Truth never mentions nanotechnology, which in my view is a rather big oversight. The inclination to project the current rate of change into the future, what I call the "intuitive linear view," is hard-wired in us.
The reality is that transformative changes happen faster and faster today. The telephone took 50 years to be adopted by a quarter of the U.S. population. The cell phone did that in thirteen years. Only five years ago, most people did not use search engines. Just three years ago we did not hear the terms "blog," "podcast," or "social network." And three years ago, people thought that it was impossible for a business to make money on Internet advertising. Today, we have Google, a company with a $157 billion market cap that does just that.
The pace of change is already so fast that the world will be a very different place by the end of the three-year planning cycle of typical business projects currently under way, let alone the six- or seven-year venture capital horizon. In my own technology projects, we bake into our development and business plans projections that call for the rapid advancement of technology, on a quarter-by-quarter basis. One pleasant result of doing this is that we often find that today's difficult tradeoffs dissolve within a short period of time. With the doubling of price performance each year in every kind of information technology, you just need to wait a short while to find that you can have your cake and eat it too.
The past is an accurate guide to the future only if we take these exponential progressions into account. But relatively few people do. We see what is right in front of us and expect that pace to continue. But a studied look at history shows that progress is exponential, not linear, and the difference is profound.
Ray Kurzweil is an inventor, the co-founder of the Kurzweil Cos., and the author of five books, including The Singularity Is Near.

lunes, julio 06, 2009

How to Collect from Anyone Even Enron Last One

22. Don't wait for a reason to call. Foresight's Nettie Morrison monitors the business press. She does that not only to stay alert about potential mergers (and bankruptcies) among her company's customer base but also to have an excuse to pick up the phone and chat up a client. For example: A client might be in the news because it is debuting a new product or having a strong earnings quarter. Morrison calls to congratulate the customer and winds up shooting the breeze, and as a result she develops better relationships with her customer contacts.

Come to Terms

23. Work with difficult customers. Your company has its own procedures for billing, but they should be secondary to those of your customers, insists Kadet. If your customer, as a rule, does not pay vendors in less than 60 days, then prepare to accept that -- don't start harassing the customer just because your terms are net 30. Similarly, be a perfectionist when it comes to following customers' instructions. Is the shipping address different from the billing address? Should you enclose a separate "shipping invoice" document with your regular invoice? Does the customer have unusual rules such as enforcing its "do not ship after" dates? You must comply -- if you want to keep the customers. After all, if you don't go along with their system, you're virtually guaranteeing a nonpayment.
24. Learn to improvise. You like to get paid within 30 days, but your customer expects to pay within 60 days. Does your cash flow have to suffer? Larkin Enterprises' Cullen Williams suggests altering your pricing structure. Perhaps you ask for an initial deposit. Maybe you make your first bill larger than it normally would be. Or perhaps you offer the customer a discount for paying in 30 days. The important thing is that you learn to match your expectations with your customer's needs -- without crippling your own business.

25. Don't hesitate to negotiate. Your company needs cash. Your customer does too. Is there a middle ground where you can meet? Negotiating a payment schedule is one idea. It doesn't have to be anything fancy. You can ask a late-paying customer to commit to giving you half now and the rest next week. Seeking a smaller amount might make it easier for an accounts-payable employee to cut you a check. And partial payment today is always better than no payment tomorrow.

26. Ask for the oldest first. Another test-driven tip from Tracy Wald: If a customer owes you for more than one invoice, you should start by looking to collect on only the oldest invoice. "Asking for all of them at once can seem too insurmountable," he says. And the collecting "tends to get easier once you've gotten the oldest one." Plus, he adds, by asking for payment on only the oldest invoice, you are subtly currying goodwill with the customer, who'll appreciate your leniency in not demanding the entire debt.

Protect Yourself

27. Think like a landlord. Maybe you are so eager for business that you will welcome any customer. At the same time, a prospective customer may strike you as the type that may prove to be an unreliable payer. One thing you can do, simple as it sounds, is request a deposit before beginning your work. How much you request is up to you -- there are no rules here. It's simply a case of striking a balance between pleasing customers and maintaining your cash flow.

28. Think like a retailer. Last year, for the first time since he's been in business, Rolf Albers began accepting credit-card payments. That may seem unremarkable, but Albers's customers are not consumers -- they're corporations like Lucent Technologies, Emerson Electric, and other makers of telecommunications and electronics equipment. So Albers, accustomed to receiving corporate checks, never thought he needed to accept credit cards. But he noticed that the following scenario happened a lot: A customer's employee would be in the field wiring up business phones and would suddenly discover that he needed a part. The installer would call Albers directly -- as opposed to going through his own company for the part -- which would allow him to complete the job on the same day and not disappoint his customer. The installer would typically say something like, "Just bill it to my company." And Albers, wanting to please his own customers, would comply. But that led to all sorts of collection disputes and problems. Typically, installers would forget to tell their companies that they'd needed the extra part. So now Albers accepts credit cards from the installers and contractors who work for his large customers. That way, the installer or contractor can still get a part immediately, but now it's the installer or contractor who is facing the cash crunch. Albers gets paid right away, albeit minus the credit-card merchant fees.

29. Follow the money. You're in payment discussions with a CEO. You're thinking that you've finally knifed through the red tape and made your way to the person who has the authority to pay you. Don't be fooled. Sometimes even CEOs have little choice about where their company's money goes. Some CEOs, for example, face dire financial consequences if they don't periodically pay down their credit line. Other CEOs don't even call the shots -- they might be indentured to a group of equity investors with a majority share of the company. That scenario is especially common if you deal with high-tech start-ups. In either situation, include the company's powerful financial entities in your collection efforts. For instance, let's say that the contact person at your customer's company breaks a promise to you. When you follow up with that person by E-mail, "cc" not only the contact's supervisor or CEO but also the company's banker or investors. If taking that step seems severe, then don't do it -- but you can certainly threaten to do it at a later date if the customer continues to break its commitments.

30. Be enterprising and relentless. We'll conclude with another tale from Tracy Wald's adventures in collecting. Wald has actually gone so far as to look up home numbers in the phone book and contact delinquent payers at home. He says he's called at "ridiculous hours" of the day. "Those are measures of last resort," he warns. "But it's not unreasonable to expect to be paid if you met their commitments."

HAVE YOUR SAY: marielafernandasgro@gmail.com

viernes, junio 26, 2009

HOW TO COLLECT FROM ANYONE, EVEN ENRON!!! (2)

Make Your Visit Count

10. Enlist your allies. Visiting a customer to collect a check may seem like trying to snatch a hostage from enemy territory. It needn't be that way, especially if one of the customer's employees is satisfied with your work. Tracy Wald usually has a good relationship with his clients' project managers. When Wald is looking to collect, he and the project manager will sometimes visit the accounting department together, with Wald playing the role of "bad cop" and the project manager playing the role of "helpless victim." "I'll bring the project manager down to accounting," says Wald. "Then I'll get him to say, 'It's not that I don't trust you. But Tracy says work will have to stop if he doesn't get a purchase order.' "
11. Always bring backup. When you visit a customer, make sure that you come armed with specific documentation to support what the customer owes you. The last thing you want on a collection visit is a dispute over the amount of the bill. You also don't want to hear customers say that they either lost or never received the invoice that you had sent. Cullen G. Williams, CFO of Larkin Enterprises, heard those and other excuses the first few times that he visited his company's largest customer. But each time he had backup on hand -- time sheets signed by the customer's managers, which showed that Larkin employees had worked a certain number of hours on specific projects.
12. Remain calm. "You have to be dispassionate about it," Williams advises. "Don't raise your voice, and don't make it personal. Be very bland. Use simple, nonthreatening sentences." Williams speaks from experience. His first visits to one customer came on the heels of some heated interactions between CEO Larkin and some of the customer's employees. Larkin, as co-owner of the company, understandably had both a personal and a professional stake in the large collection and was unable to remain dispassionate about the collecting process. So when Williams took over the task, his job was to diffuse "the harsh past" and make it clear that he'd do "whatever was reasonable to comply with the customer's requests," which meant, in this case, supplying backup documentation "10 times" over, he adds.
Use Phone Etiquette
13. Show some sympathy. Just as you refrain from getting mad in face-to-face encounters, it doesn't pay to lose your cool on the phone, either. But how can you remain calm when some faceless administrator is giving you the runaround? Nettie Morrison of Foresight -- an administrator herself -- has mastered the art of phone empathy. "I say to them, 'I know they're not paying you to chase around invoices,' or something to that effect," she says. Showing that you understand where people are coming from helps to mollify them and possibly even win them over as an ally.
14. Call before the due date. Remember when fax machines were first used and it was common to call just to confirm whether someone had received your fax? When it comes to invoices, no matter how they were sent, the same protocol still applies. It's best to make the call before the invoice's due date -- not only to confirm its receipt but also to ensure that the customer's accounts-payable department has all the supporting documentation it needs to cut the check.
15. Get a commitment. When you've got someone on the phone, always try to get a specific date by which you'll get paid. That is a good rule to follow, both during an initial call for a missed payment and in response to a previously broken customer commitment. Answers like "soon" or "next week" aren't acceptable. If the customer is dodgy about dates, calmly mention what you plan to do if you don't get paid on time. What should you say? You can refer to "the authorities." You can mention the idea of halting work on a project. And you can use statements like "You expect us to ship on time, so we expect you to pay on time," says the Brenner Group's Kadet. "Use that statement often," he adds. However, when you say things like that, be sure to maintain an even tone. And remember, your customer signed a contract. Don't be afraid to refer to it. Constantly. "You must create an expectation within their A/P department that you will call and insist on payment within the contract terms," says Kadet.
16. Keep a journal. Take detailed notes of every collection conversation you have. Record the date of the conversation; whom you spoke to; the specific commitment the person made to you; and finally, what you ever-so-calmly threatened to do if the commitment was not met. Then, after the actual phone discussion, E-mail your notes of the conversation to your customer contact. That will (a) serve as yet another reminder that you are determined to get paid and (b) create an additional record of the conversation in your (and your customer's) E-mail accounts.
17. Follow up wisely. If a customer reneges on a commitment to pay, you'll need to consider whether you should follow up on your threat. Keep in mind that your goal is to get paid as soon as possible. Sometimes giving a customer a second chance is the most effective thing to do. Before you follow up on your threat, ask if the customer is in any way dissatisfied with the services you've rendered. "I bring that up, especially when I know they're thrilled," says Tracy Wald. If your customer claims to be happy with your services, then you'll have another reason to act surprised when you ask -- for the second time -- why you haven't yet been paid. Perhaps the administrator that you're dealing with is new to the job; perhaps your contact person just came back from vacation. Regardless, you'll have to make one of two choices: get a second commitment from your customer, or take the action you initially threatened to take.
18. Let the punishment fit the crime. If you decide to follow up on your threat, remember to be as professional as possible with your contact. Don't act as though you're out for retribution. Instead, remind your contact of the commitment he or she made and subsequently didn't keep. Explain that you're not trying to get anyone in trouble -- you're simply trying to get paid. One "punishment" many of our veteran collectors suggested was to E-mail your contact and "cc" his or her superior. The message would only restate the nature of the broken commitment. Here is another instance where it helps to have phone documentation. The E-mail message should also say something about what you will do if the bill remains unpaid. Allude to work stoppages and -- if you're working your way up the company hierarchy -- to other employees at the company whom you might need to "cc" on future E-mail messages.
19. Use guilt, not anger. To achieve your aim -- getting paid -- it's important to get the name of all the people you've talked to, especially if they've made a commitment. "Once you get that commitment, whoever you talk to will feel guilty when you call back," says Wald. "They've made you a promise, and I've found that they'll do what they can because they don't want to be thought of as someone with no integrity. It could be the owner, a clerk, anyone." What's the proper way to react if your contact lies to you? With disappointment rather than anger. "It's just a sigh, mostly," says Wald. "Then I say, 'I told my boss you guys were going to pay, and now I'm going to look like an idiot.' And after saying something like that, rather than being pissed off at them, I ask for their help."

20. Avoid the owner. One of Wald's axioms about collections is: "I normally choose not to collect from people who are spending their own money." He's found that entrepreneurs are less likely to pay up promptly because it's their own dough they're parting with. Rather, he prefers to have collection discussions with someone other than the business owner.
21. Never give up. If you have no choice but to deal with the owner, then you have to make like a salesperson. Do everything in your power to get past the receptionist just to get the boss's ear. First, make sure that you talk to an actual person, as opposed to leaving messages. "I will talk to anyone," says Wald. "I start to really talk at length and explain my problem to the clerk or receptionist. Then, when I've finished the explanation, I just ask them (after learning their name) if, when they see a certain person, they could simply explain how important it is to me that they call me back." Of course, business owners receive calls all the time and expect to be screened from anything that's not at the top of their agenda. In some cases, you may have no choice but to wait on hold. Wald says he once waited on hold for four hours just to reach someone. "I had the phone on hands-free so I could still type and go about my business," he says.

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