Stop Selling Your Service, That's Not What People Buy!

(1) The first thing people buy is a solution to a problem.

(2) The second thing people buy is YOU.

People buy a service only because they believe it will solve certain problems and give them certain results. They are not buying the "how" of a service. Your service is simply the "how" you do it. Your service is the tool or method you use to solve problems and deliver results.

Do you buy a hammer because you just want a hammer? Do you buy a car because you just want a car? Do you go to the dentist because you happen to feel like being drilled? These examples show you that you are buying a solution to a problem; you are buying a result. You would not buy a hammer, a car or go to the dentist unless they all solved problems and delivered results. Focus on understanding their problems and the results they will get.

Once someone has decided they have a problem they want solved, they then make a decision as to who will solve it for them. If you have been focusing the conversation on understanding their problems, they will feel that you have their best interests at heart. They will start to trust you and open up to you. They will naturally decide you are the person to solve their problems.

In summary, don't focus on selling your services. Instead, have conversations where you focus on understanding problems and then people will assume you know "how" to deliver results. The more you focus on understanding their problems, the more they will trust that you are the one they should be working with.

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Knowledge Networking vs Referral Networking

The first is called, "intraprofessional networking." It's better known as "knowledge networking" as Megratrends author John Naisbitt calls it. Knowledge networks foster self-help, information exchange, improved productivity and and work life, and shared resources.

The second type of networking is, "interprofessional networking" or "referral networking." This is where business builders and occupational types primary purpose would be to connect and network to increase each others business through referrals or leads. It works because it is based upon developing relationships with other business professionals.

Be very pro-active in creating a blend of both intraprofessional and interprofessional networking. Simply stated, our goal is to help our members create unlimited opportunity in both, knowledge networking and referral networking.

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Families in Business at home (By Member Marilyn Barnicke Belleghem M.Ed.)

Many people dream of running their own business. Starting a home-based business is often the first step. In a time of downsizing and cutbacks, using the skills from previous employment in a business of one's own is a popular option.

Large companies are also recognizing that the high cost of corporate offices is not always necessary and some tasks that rely heavily on computer use can be more cost effective with the employee having a home based office.

Seminars, books and franchise companies offer advice on how to set up an office. Many new business developers turn to a lawyer, accountant and bank manager for advice.

Once a business includes two members of the same family, it is a family business and is part of the estimated 60% of all companies in Canada. The involvement of a parent, spouse, child or other relative, can be a practical and economical choice. It can also cause problems that are unique to a family business.

Home based and family businesses have many advantages. These can include tax benefits, personal trust factors, lower expenses for clothing and commuting, common goals, familiarity and established patterns of working together. There can also be many pitfalls. These include the inability to separate the business from personal time and the roles played in the business may not carry over and be best for a well functioning family life. As well, conflicts from family life can spread into the business environment and cause business disruption. There may also be difficulties with different levels of commitment and energy. These can result in jealousy, and unresolved power and control issues that can undermine profit levels.

Keeping healthy family relationships and maintaining a prosperous business is a balancing act that needs skill and determination. Communicating well, managing stress, resolving conflicts and making wise decisions are all necessary.

Recognizing the impact of the family on the business and the business on the family is the first step in avoiding problems. Awareness of the dynamics that are unique to this type of arrangement can create healthy families in prosperous businesses.

If problems arise, consulting with a specialist in the area of families and family business is a wise course of action. The quality of your life and livelihood may depend on it.

Marilyn Barnicke Belleghem M.Ed. a registered marriage and family therapist who consults to families in business on relationship issues from Burlington, ON Canada. www.mbcinc.ca

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