Issue 8 - June 7, 2003

Editor: Lynne Bullen
lynne@associatedsecretarial.com.au

Publisher: Associated Secretarial
Copyright © 2003 Associated Secretarial

In this issue:

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1. Editorial

Welcome!

Thanks for staying with us over these past fourteen weeks. I hope you've found the information useful. Take from it what will work for you. If you've enjoyed this series, tell your colleagues, pass on our website address or suggest that they might like to subscribe to Wedge's newsletter.

This issue is the last in the current series, but we'll be back in two weeks with more useful hints and tips. Check your email Inbox to see what we have waiting for you!

Lynne
lynne@associatedsecretarial.com.au

2. Article: So, You Want To Be In Business? Part 8: Starting Out - the Basics

==> So ... are we done yet?

Well, almost. You're just about set for take off. You've followed your plan, taken the necessary steps, done your research, set up your office and you're ready to spread your wings!

Is there anything else you need to know? Well, yes ... but we can't give you all the clues. It's up to you to do some more research and try out your own ideas.

In this issue we'll sum up the last seven issues, but before we do, I have two questions for you.

==> Would you walk on a wire strung between two buildings, 50 meters above the ground? Would you do it without a safety net?

In Part 2, we talked about Email and the Internet and the use of "essential software." Your essential software is your "safety net". Having Anti Virus protection and Personal Fire Wall software installed on your system is just part of your safety net. Common sense and the ability to be discerning is the other part.

Most people using email are aware that computer viruses are out there in Cyberspace, just waiting for a place to land. If you receive unsolicited email, be very careful. Don't open any attachments! That's how most viruses get in.

If you're unlucky enough to get a virus, you could unwittingly pass it on to the next person you email. Some viruses attach themselves to every person in your address book. It takes only one outgoing email from your infected computer to infect everyone else in your address book, and you won't even know you've done it! It's a fair bet that they won't either, especially if they don't have their safety nets in place.

A virus may not be evident right away. Some of them lurk, dormant within the bowels of your computer, just waiting for a string of keystrokes (could be a date or a name - usually something very simple) to launch themselves at your precious files and begin their deadly destruction.

Others may be detected by your Anti Virus software and give you a warning.

Best practice is to immediately delete anything that looks even slightly suspicious. If the email was genuine and the sender is expecting an answer, that person will make contact with you in time, via another means.

Most astute business owners have these essential tools, but your friends and family may not. They may not think it's necessary for them, as they're not using their computers for business. That is entirely their choice.

Be aware that most viruses will come from friends and family who have unprotected computers.

Now, here's the scary part: Even with your "safety net" in place, your computer is still a potential target. As communications technology becomes more sophisticated, so do the Hackers and Scammers.

These days, almost everybody is exposed in some way to the Internet. It could be because you're currently using a computer at work or at home, or you may already have started working for yourself. It could be that your children use a computer for homework, research and chatting with friends.

However you come in contact with the WWW (the world wide web) be aware that although most of the content on the Internet is genuine, there is also a lot of rubbish. When you're searching the "net" for something specific, it's up to you to check it for authenticity and use from it what you need.

Scammers and Hackers are two VERY dangerous "cyber breeds" which can be found in your email or on the Internet. You're not looking for them. They are looking for you!

I don't really like giving too much time to Scammers and Hackers, but I think you will probably feel as I do ... To be forewarned is to be forearmed.

==> The Hackers

Hackers are the nasty people looking to get into your computer in order to control it remotely. They'll be looking for banking account numbers, credit card numbers, personal and other sensitive information. If you don't have a Firewall, Hackers have the ability to download your files to their remote computers.

Never supply your credit card details to a web site that is not a secure site. (A secure site usually has a picture of a little padlock at the bottom right hand corner of the web page, just above your tool bar).

Hackers also look for personal information that gives you your identity. There has been quite a lot of publicity about Identity Theft. The hackers are very good at this, so beware.

There are other things to be aware of whilst "surfing the net".

Be careful of websites that offer "free stuff". For instance, free software, which, on the face of it, looks and sounds like just what you want. Wait. It may be a trap! Download software from trusted sites only. You could unwittingly download software, which when activated, can gather and feed information from your computer back to a remote computer belonging to a Hacker and you won't know it's happening! (One of several reasons you need a Personal Fire Wall).

==> The Scammers

The scammers are also very good at what they do. For all intents and purposes, they appear genuine. They will come to you by telephone, fax, unsolicited mail via your post box, and more often than all of those, via your Email Inbox.

Scammers are experts in the arts of deception and enticement. Before you know it, they'll have you signing your life away, or they'll be persuading you to reveal so much about yourself, they'll steal your identity. .

The Scammers' emails are extremely convincing. Some look so authentic and may even have within them, a name or a product you know about. If you get a request to renew a subscription, to pay an invoice or a request to provide more details from a source you don't remember dealing with, treat it with a healthy degree of scepticism. Make sure the request is genuine.

==> Other things to look out for while you're "surfing the net"

Often, "pop-up" boxes will appear on your screen either under or over the web page you have chosen to look at. Some of them can be difficult to close down. Sometimes the only way you can rid yourself of the unwanted display on your screen to log off. You might like to adopt a Golden Rule of mine. Before logging onto the Internet, shut down all other programmes you're running.

Not all "pop up" features are bad. In fact, some of them relate directly to the website you've called up ... pointing you to more information or useful links.

If you're in doubt at all about anything that appears on your screen, be it email or web based, close it down immediately.

Well, now that you're aware that a "safety net" is a must if you want to stay safe, what's next?

Before you open for business, make sure that your computer is virus free, and if you haven't already done so, purchase and install your Anti Virus protection and your Personal Fire Wall.

Remember that although the Anti Virus software operates "behind the scenes" you should make it a rule to run a "Live Update" at least once per week, then your Full System Scan.

Remember also, that it's not just your files you're protecting. Anything about your customers or clients you have in your files is also at risk.

The last thing you need to consider is this: If you are unlucky enough to get a virus which destroys your files, the cost of keying in all that data (if you can source it) will be great ... not just in terms of money, but also of time. Back up your files every week.

Don't run the risk of having your important files destroyed by viruses, or your sensitive information available to Hackers and Scammers.

So, would you walk on a wire strung between two buildings, 50 meters above the ground? Would you do it without a safety net? Not on your life!!!!

Well, we've come to the end of this particular series. In closing, let's summarise Parts 1 through 8 of "So, You Want To Be In Business?"

Make sure it's really what you want to do. Do it for the right reasons.
Make sure you have the necessary skills and abilities.
Define what will be the main function of your business.
Register your business.
Write a Business Plan. Update it when changes are necessary.
Choose an appropriate name for your business. Register it with the proper authorities.
Choose a reliable and trustworthy accountant.
Make sure you know the taxation laws that will apply to your business.
Choose your place of business, whether it's a warehouse, shop, or office.
If you are operating a home-based business, check with your local council about any by-laws.
Set up your furniture and equipment.
Purchase or lease the necessary communications equipment such as phone, fax, email and internet facilities.
Make sure you have the "Essential Software."
Consider insurance matters.
Accreditation. Do you need it?
Set your prices.
Be aware of your competitors. Turn them into allies.
Research. Research. Research.
Upgrade your skills regularly.
Design your business stationery, including your cards and your website.
Consider joining industry specific or professional groups.
Learn and apply Networking skills. You're on show from day one.
Practice The Art of Give and Take.
Market and Advertise your business.
Take care of yourself and your health.
Pay attention to personal safety and security.
Cultivate relationships. Work on them constantly.
Build yourself a reliable backup and support system.
Protect your business from unscrupulous entities.
Teach yourself to be open to all possibilities.
Ask questions.
Check out that website someone mentioned yesterday.
Read.
Go meetings or to business functions that relate to the type of business you are going to undertake.
Find out who is providing training sessions, workshops, forums and other events that pertain to your new venture.
Talk to other business owners.
Listen to advice, no matter who may be giving it, or how silly it may sound. It could make sense down the track.

Most of all ... set yourself realistic targets as you begin each step.

A wise man once said, "If you have nothing to aim for, you won't hit anything." Who was that man?

It all sounds like hard work, doesn't it? It isn't, really! Starting your own business is not hard if you have a plan and follow it through, making necessary changes along the way.

Believe in yourself.

The hard part will be maintaining your enterprise as a viable business that will give you an income to support the lifestyle you have chosen.

Lynne Bullen is a successful businesswoman whose talents include Public Relations; Editorial and Commercial Copywriting; Design and Facilitation of Seminars, Forums and Workshops, and helping small business to grow and prosper.Lynne Bullen Strategies was registered and commenced business in 1991 to offer VA services to the small business owner. She is also the Founder of Associated Secretarial ...the perfect solution. Lynne is happy to share her knowledge to help others achieve their goals. lynne@associatedsecretial.com.au

3. Resources

Google Alert - a great service if you want to keep an eye on the latest news on a particular topic http://www.googlealert.com/

Free articles, start-up info, templates and more http://www.morebusiness.com/

OneLook: Think of this web site as a search engine for words and phrases. Use it if you have a word you don't know how to spell, or for definitions and translations. A great resource
http://www.onelook.com/

This gives you more information on those dreaded "pop ups" http://www.google.com/help/nopopupads.html

The Positive Path Network NetRing is a community of websites, united by a common interest in positive ideas to aid personal productivity, success and happiness. It is an independent network of authors, speakers, consultants and life coaches, and it has no political or religious affiliations. There is no joining fee and membership is free. Worth checking out!
http://www.positivepath.net/ringjoin.htm

Most sites within our resources are business related. This one is not. It will help you to help others. Jeans for Genes is the major fundraising event of the Children's Medical Research Institute, where all Australians are encourage to wear their jeans to work or school and purchase a badge, or donate a gold coin for the
privilege. The campaign has caught the imagination of Australians, who over the past ten years, have helped raise over $23 million. Why not be one of them this year? http://www.jeans4genes.com.au/anniversary.asp

4. Article: What if..How to Profit From Initial Consultations?

"I'd love to work with you, but..." How many times have you heard these words? As a professional service provider looking to grow your business, isn't it sometimes frustrating to hold an initial session with someone who you'd love to work with but the potential client has a whole list of reasons why s/he would love to work with you, but...?

As in, "I'd love to, but.." "I can't afford it." Or "I'm not sure if it will work for me." Or "I'm going to try to work on it by myself and will get back to you."

Here are some tips and strategies for overcoming the dreaded "I'd love to work with you, but..." syndrome. These are gleaned from my own personal experience in building my coaching business, as well as tips & strategies I learned in the SalesCoachTraining.com program. I'm happy to share these with you because I really believe it is much easier to run your business when you can afford to do so because you have enough clients who pay you well.

So, there are 10 steps to consider:

1) From the beginning, make sure your potential client has a need for your service and can afford it. I can't tell you how many times professionals hold a free consult, and then find out, after the 30-45 minutes is over that the potential client can't afford the service. It might sound a bit severe, but if you're in business to
make money, you need to make certain you're spending your time in the most profitable ways.

2) Consider cutting down the length of your initial consultations. When I first started out, I used to offer full
initial sessions of 45 minutes or more. Now I offer 10-15 minute sessions. Within this time frame I can tell if the prospective client and I are a good match. If the client doesn't sign up I won't feel bad or annoyed since I didn't invest a great deal of time in the consult. If you are having trouble converting initial consults into paying clients, it may be because you're "giving away" too much at the beginning and the client is not left wanting more.

3) Frame the call. At the start of the call, gently instruct the client that at the end of the allotted time, they will be called upon to make a choice about the next action. Help the client recognize that you are happy to assist them in making a decision and that you aren't tied to the outcome of their decision. The simple words, "I'm here to help you make the best decision for you and I'm not tied to any particular outcome." have gone a long way to create trust rapidly and easily.

4) Listen carefully. Spend the time with the client listening "under the surface" for larger themes and bigger issues. Put forward one or two insights that come from your deep listening. Take care to avoid offering too many solutions or too much advice.

5) Reflect back. Near the end of the allotted time, take a few minutes to summarize what you heard and what the client sees as desired goals. If appropriate, take this time to let the client know how you've helped other clients with similar concerns.

6) Take the lead. If you'd like to work with the client, say so. Let him/her know that you really enjoyed spending time with him/her today and you are excited about being able to help him/her reach their goals.

7) Don't push. If a client asks for more time to make a decision or wants more information give only as much time as you are comfortable. It's good to ask in this case a question like: "Is there anything more you would like to know about me that would help make your decision easier or clearer?". In this way, you keep the dialogue open and find out what concerns the client may have.

8) Don't take it personally. If the client doesn't sign up, despite your best attempts, let it go. Somehow s/he was not a match for your business and this is ok. By going to shorter consults you can do more of them in a day. Sometimes you do have to go through a certain number of No's to get to Yes.

9) Avoid adjusting your prices. It's not worth it for you to drop your prices just to get the client. I have had clients ask for my fees and then say, "Wow. That's really high." In the past, I would have responded back in some way. Now I just agree. "Yes, they are." And, if applicable, I might follow up by offering a product or
group coaching option that might better suit their financial constraints.

10) Practice and practice some more. Initial consults flow more easily and proceed more satisfactorily the more you practice them. Aim to make a lot of contacts and practice these skills. You'll find your confidence and success grow exponentially.

About the Author: Dr. Rachna D. Jain is a sales and marketing coach and Director of Operations for SalesCoachTraining.com. To learn more or contact Dr. Jain directly, please visit
http://www.salesandmarketingcoach.com, and sign up for her free newsletter, Sales and Marketing Secrets. © 2003, Dr. Rachna D. Jain. All Rights in All Media Reserved.

5. Article: Beware The Difficult Client

Into each life a little rain must fall, and into each business life waltzes the occasional difficult client.

Luckily, most clients are a pleasure to work with. The pains in the derriere are also, when you have enough experience to recognize the type.

I've listed several "difficult" types below, so that you can arm yourself against them.

The major weapon in your armory is THE CONTRACT. Always have a contract, no exceptions. Be especially wary of the prospective client who says: "A contract? This will take you what, an hour? Surely you don't expect a contract for an hour's work?" (See "The Spider" below.)

=> The Convivial

You can recognize her by her cry: "Let's have a meeting before I sign off on this!" The Convivial client:

* always has an office which is half a day's drive from you;

* rarely shows up for any meetings she's scheduled, and if she does, is always at least an hour late; and

* never has an agenda for any meeting, and therefore never remembers why she wanted to see you, indeed she'll convince herself that YOU asked for the meeting.

Your weapon: a signed contract with a paragraph which states that all meetings except the first are chargeable at your usual daily rate, which is $X.

Note: if you don't have a schedule of fees, develop one. By the close of business today. It's vital. Contact your professional association or ring local practitioners to discover what the standard rates are, and use these as a basis to calculate your own fee schedule.

=> The Extremely Cautious

Her cry is: "I need to get input from Sales and Marketing, and then Legal wants to look it over". The Extremely Cautious client:

has trouble with decisions, so rarely sees a project through to completion; and
micro-manages, so expect five phone calls a week while you work on the project.

Your weapon: a signed contract which specifies your billing cycle. This depends on the project, but always get at least a third up front, and invoice monthly. Make sure that your contract specifies that all revisions after the final draft are chargeable. When you hear "Legal" think: "revision, revision, revision".

=> The Bargain Bazaar

Her cry: "It came up that we really need X and Y and Z to make the package complete. You won't mind including them, will you?"

The Bargain Bazaar client is always pleasant. She gets on your wavelength. She asks about your children, your hamster and your garden. She sends a box of mangos or a hand-tooled leather portfolio with your initials in gold when the project is complete. Unfortunately, neither the mangos nor the portfolio cover the
unpaid extra work you did.

Weapon: your reply: "I'd love to do that for you, I'll fax you my rates and the amended contract later this afternoon."

=> The Artiste

Her cry varies. Variations on the theme include:

"This didn't grab me as it should have";
"I expected more from you"; and
"I was disappointed that _______"

The Artiste has a vision of the completed project in her head. Unfortunately, she can't articulate her vision so that you can execute it adequately.

Your weapon: a signed contract which specifies that you will complete one revision. All further revisions are chargeable at your hourly rate, which is $X.

=> The Spider, aka Quicksand

Her cry is: "I'm sorry to spring this on you at the last minute, but we need it for a lunch meeting. It won't take you long". The Spider is the most dangerous of the difficult clients.

Here's how a scenario with The Spider plays out:

she dictates the brief over the phone because she's in a meeting/in her car/ late for a plane;
the project must be completed within an hour or a couple of hours; hence
no time for a contract;
you can't reach her when you realize you don't have enough information to complete the project;
you'll complete the project knowing you've done a less than adequate job; and
you won't get paid.

Your weapon: your mantra, which is "no contract, no deal". You will be tempted. The Spider is plausible, and offers you candy in the form of promises of future work.

Don't succumb. Remember: you won't get paid. This is because you won't submit an invoice, because you know you did a poor job. You know this because The Spider takes delight in calling you to say: "We couldn't use the work you sent. It wasn't up to our standard."

The Spider is dangerous because she will bad-mouth you in your industry. After doing her best to ruin your reputation, she will call you again within a few months, using the same tactics.

At times in your business journey, you'll work with so many difficult clients that you'll begin to wonder whether you're wearing an invisible "Kick Me" sign. Always remember that The Contract is your primary weapon. It turns the most ferocious difficult clients into purring kittens.

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From the Eagle's Nest: Copyright © 2003 Lynne Bullen and Associated Secretarial (articles by other individuals copyrighted as indicated). Prior to using Lynne's articles please e-mail her at lynne@associatedsecretarial.com.au - she will provide her bio and a URL link. Thank you.

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