Fairy Godmothers and Evil Witches!
November 1, 1999
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Weekly Tip-Sheet for Small Business Web Masters
November 1, 1999 Issue #17
Mike Valentine, Editor,


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Fairy Godmothers and Evil Witches!

by Mike Banks Valentine

When was the last time you did some soul searching? Let's set
the scene for a good heart-tugging, tear-jerker. Get out the
box of Kleenex and sit down in front of the window. As you
stare dreamily into the distance, it's starting to rain and
the drops gather and run down the window glass. You feel a
chill run up your spine and realize that a tear is welling in
your eye.

What's it all about? Where are the answers? Why am I here?
When will it really start to come together for me? A clap of
thunder sounds and startles you out of your reverie, followed
by a flash of lightning that blinds you momentarily. You
blink your eyes and open them again to see your Fairy God-
mother standing before you! Isn't that how it works in the

Well snap out of it and put your work gloves on! We've got a
business to build here! It begins with a dream. You bring in
the architect to translate your ideas to paper. She knows the
structural requirements of a sound building will rest on a
solid foundation. That foundation is built with a concrete
BUSINESS PLAN and all of the plumbing for CASHFLOW and wiring
for the power of FINANCING, protected by circuit breakers.

The foundation is laid and the structural elements are erected
now to support your dream. Steel girders representing your
business VISION and MISSION STATEMENTS are bolted to the
foundation to support that structure. Each element of a strong
COMMITMENT to build this dream is brought in to it's proper
place. This building requires many thousands of man-hours to
complete and may see delays and changes as it progresses
through its phases of construction.

Flashback to the rainy room with your Fairy Godmother, she
promises you that she will wave her magic wand and sprinkle
some fairy dust and you'll be an overnight success without
any work at all! She will provide you a completed business
with the wave of the wand and you can retire to a sunny beach!

See her for what she really is! It's the Get-Rich-Quick-Witch!
The lacy gown and wand are suddenly transformed into a crooked
black witches cap and broomstick! The wart on the end of her
nose seems to grow as she cackles madly and flies away on her
broom! A black cat YEEE-OOOWWLS and hisses as it scurries off
around the corner, the corner your money disappeared around!

Now, would you rather build a solid business with all the hard
work it entails or sit wimpering in a rainy room waiting for
your Fairy Godmother? Yesterday was Halloween and you should
have dressed the part of your business fantasies and then left
them behind to return to reality where hard work and planning
bring business and financial success.

Hope you had a happy Halloween!


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Got Referrals?

by Gary Lockwood

Ho-Hum. Another day at the office, waiting for a potential
customer to call or come in. Hmmmm.

What would your business be like if your current customers
were enthusiastically rounding up prospective customers for
you? How difficult would it be to close those sales?

So why aren't your current customers bringing you referrals?
Perhaps it's because you have not instructed them, motivated
them, made it easy for them, asked them or initiated the

Getting referrals requires planning and preparation. Start by
making a list of all the people who might be a referral source
for you. These may include people you do business with, such
as your banker, accountant, attorney, printer, consultant,
broker, and so on. This list will also include at least some
of your existing clients. How about friends, community leaders,
previous business associates, and suppliers?

Chances are, you have a few people who routinely recommend
prospective customers to you. Perhaps you also send referrals
to them. Start with these potential "Referral Partners". Almost
always, you'll have better results by developing stronger
relationships with a few referral sources rather than shallow
relationships with lots of sources.

In order to help your Referral Partners give you good, qualified
referrals, you need to get crystal-clear about what you are
looking for. What types of people/organizations make the best
customers for you? Are there any geographic limitations? How
about size or volume requirements?

Now it's time to create a customized plan for each Referral
Partner.Think win-win. What does the Referral Partner get from
this relationship? If you can't articulate the benefits of
sending referrals to you, you'll not likely get many.

Your Referral Partner has surely developed valuable relation-
ships over the years and will be most reluctant to do anything
that might jeopardize those relationships. A simple, step-by
-step process that shows how you will represent yourself (and
your Referral Partner) will provide assurance that the
potential customer will be treated with respect and dignity.

Next, discuss the specific actions you want from your Referral
Partner. Do you want them to call the potential customer? What
do you want them to say? Would you prefer they arrange a three-
way appointment? Often, people want to give you referrals, but
don't know exactly what to do or how to do it. Train them;
coach them; help them get clear on what's expected of them.

Once you get a referral, be sure to show your appreciation.
Behavior that is recognized tends to be repeated. Showing
your appreciation is not only the polite thing to do; it is
also a smart way to encourage more referrals.

Bottom line; developing and implementing an effective referral
strategy can produce a steady stream of new business for years
to come. You can achieve your professional goals faster and
easier through effectively targeting referrals. Start today.

Got referrals?

About the Author...
==== ++ ==== ==== ++ ======== ++ ======== ++ ======== ++ ====
Gary Lockwood is Your Business Coach.
Get the Free BizSuccess newsletter
or send any blank email to Web:
Office: (800) 272-1575 (USA) * Fax: (815) 361-3041
==== ++ ==== ==== ++ ======== ++ ======== ++ ======== ++ ====


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Copyright 1999 Mike Valentine

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