Home Business Magazine by Kristie Feltner

home business

$4.99

SPECIAL 2012 NEW YEAR’S ISSUE

FEBRUARY 2012

HOME BASED BUSINESS & OPPORTUNITY MAGAZINE

SALES AND PRODUCTIVITY TUNE-UP

13 tactics to use the internet and technology to increase sales and productivity (shared by a distinguished panel to home-based business experts)

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ORGANIZATION SOLUTIONS FOR HOME BUSINESS Be more productive and effecient

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30 THE WORLD

IS HER OYSTER

Mona Pearl shares how technology can improve sales and productivity worldwide.

FROM THE EDITOR

Have you noticed the new design of home Business magazine yet? Let the editor herself tell You about the process we went through to make Home business magazine even better for you.

CLOSE SALES THAT ARE OVER BUDGET

Avoid the trap of selling to the budget

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22 TWENTY PLUS PROMISING GROWTH INDUSTRIES Good news for home-based entrepreneurs

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Our special offer this issue is a cd demo of the new email organizing software neo pro 5.0. This email productivity software is a great addition to any home business. Pop the cd into your computer, install the software, and start organizing. No need to scroll through pages and lists of names to find the email you are looking for. Use neo pro 5.0 To automatically organize email by correspondent, date, attachment, or status. Nice and easy!

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from the editor

editors note

In August of 2011 we were told that Home Business was about to take on a face lift. They were rethinking everything. The content, the size, and the design! But don’t worry, Home Business still provides you with the current business information and tips that you need for your home business but now in a more organized, sophisticated, and beautiful way. We started with the size. After much research, we came to the realization that we needed to go smaller. We came to this conclusion because we wanted to make Home Business Magazine more portable and easy to slip into any briefcase, computer case, or purse. This was the reader can take the magazine with them wherever they go. Whether that be on a business trip, to a meeting, or even to the living room. Once the size was nailed down, we moved on to the root problem, typography. TheSerif was the chosen typeface for the masthead and inside headings. It is uniquely designed and stands out on the magazine stand. For the body copy we picked Neutra Slab Serif because of it is beautiful to look at but also very legible. Whitney by Hoefler & Frere-Jones was chosen for our san-serif. It has a nice variety of weights, which is key for us because we have such a wide range of topics. These three typefaces compliment each other and work together to create a cohesive and fluid magazine design. Next step was the cover. With a completely new direction in the design choices, we chose to stray away from photographs on the cover like before and to go with a specific media for each issue. We narrowed it down to a choice of illustration

or type to use each time. This correlates with the overall re-design of the magazine but also allows for variation from cover to cover. Now the tough part, the contents of the magazine. Previously our table of contents was functional but a lot of information to process. What we did was reorganize the magazine into three main categories: Make, Build and Connect. We added an extra extension onto the cover so the reader can easily access the story information quickly and easily without having to search for the table of contents. Each story has a different layout to differentiate between each one. Before, every page had the same design and could become confusing. Another great thing we did was eliminate the “continued on” phrase. Many of the stories were too long to fit on the same spread and the reader would have to flip through the magazine to read the rest of the story, which was not good. Now every story is grouped together as one. If you haven’t noticed already, the ads are gone! All of those ads that covered the page were confusing and made it hard to distinguish between story and advertisement. Each spread is now clear and concise. Home Business Magazine provides great tips, information, and support for any home business but the previous design lacked professionalism. Now we have a magazine that is still full of the same great information but is also intriguing to read, entertaining, and well designed.

What does “going green” really mean to the average small business owner? written by Karen Kobelski

It’s all the rage to talk about green cities, green businesses, and green policies. It makes sense in the big picture to take care of the planet we’re on. But what does “going green” really mean to the average small business owner? Fortunately it’s not all about expensive equipment and complex retooling. Many green practices are just about using what we have more efficiently. And greater efficiencies translate into reduced costs and an improved bottom line. Suddenly the small business owner has something to get excited about! THE EASIEST WAY FOR SMALL BUSINESS OWNERS TO GO GREEN The easiest way to get started on a green program is to look at your energy consumption as a source for potential savings. Most small businesses consume more energy than necessary. Reducing your energy bill gives that double benefit you need, conserving not only natural resources but financial resources as well. U.S. businesses consume energy in a variety of forms: liquid fuels, natural gas, electricity, coal, renewable fuels (including solar, wind, and ethanol), and nuclear. For most small businesses, electricity tops the list. For others, it’s gasoline. Energy costs of all kinds have been rising faster than most

sectors of the economy. But there’s good news... There are new and innovative means for using energy more efficiently and new sources of energy are being developed. The Energy Information Administration estimates that total expenditures on energy across all industries peaked in 2009 and are now coming down rapidly as renewable sources become more popular. The two simplest pieces of advice for conserving energy are to turn off the lights and to turn off your computer (or computers) at night. According to a study commissioned by Sun Micro systems, Inc., only 42 percent of workers turn off the lights and only 34 percent turn off their computers when work is done. If they did, according to Go Green, Live Rich: 50 Simple Ways to Save the Earth and Get Rich Trying by David Bach and Hilary Rosner, $43 billion in energy costs would be saved and CO2 emissions would be reduced by 32 million tons. Again — going green and saving green. That was easy, right? We haven’t even moved beyond the simple steps, and already you’re saving some serious money. Put these ideas into practice, and then sit down with your power bills after a month or two to see whether it’s been worth the modest effort. Odds are, you’ll see real savings and start looking for next steps. H

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How Small Business Owners can Go Green and Stay Green

sustainability

two cents

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in the bag

get organized

Workspace Organization Products

Supporting Today’s Organizational Challenges OfficeMax’s latest workspace organization products from its private brand, [IN]PLACE®, offer a selection of versatile, portable and flexible office organization products with modern designs to support today’s organizational challenges in the home, place of business, or while on-the go. The [IN]PLACE Hanging File Portable Storage Box offers unique features developed based on customer research which identified the need for easyglide rails, a flip-top lid, and compact size for portability. This storage box can be outfitted with Interlocking Hanging Files, Erasable Clip Tabs, and a Marker & Eraser Set from the [IN]PLACE System by Peter Walsh for home business owners to fully leverage this product. These organization products can help home business owners tackle paper clutter and add to their current organization system. The [IN] PLACE product line is available at OfficeMax. com and in-stores nationwide. For more information about the collection, visit www. H OfficeMax.com/inplace.

NEO Pro 5.0

Controlling the Flood of Email 300+ million Microsoft Outlook users are looking for better and simpler ways to manage the daily flood. Caelo Software B.V., an “e-mail productivity” software company, has released NEO Pro 5.0 which revolutionizes email handling by organizing email into convenient virtual folders, such as by correspondent, attachment, date, bulk mail, etc. NEO Pro 5.0 is a fully redesigned User Interface that provides users with more ease of access to their important emails quickly. Now for the first time, NEO Pro 5.0 includes a conversation view in the message list to keep track of email threads and an annotation feature for keeping notes on individual emails for future reference. Emails with notes are also indexed and available in a virtual folder for quick access! Users will continue to enjoy NEO Pro’s key innovations — automatic organization of emails using virtual folders combined with fast search functionality and time-management workflow principles. The software automatically organizes all email (incoming and outgoing) into logical and useful views. NEO users have their email accessible and enjoy greater control while H managing them.

Check out the demo version of NEO Pro 5.0 attached to the back of the magazine. For more information, visit: http://www.emailorganizer.com/products/index.php.

\5 off the shelf

By Susan Wilson Solovic

Facing a bleak job market in a precarious economy, droves of people are ditching the traditional career path to follow their passion and go into business for themselves. Sadly, more than half of all small businesses fail within the first three years of operation. The problem isn’t our recessionary climate. The problem is that most eager entrepreneurs aren’t prepared for the world of differences between being W-2 employees and being their own bosses. Most don’t know what really makes small businesses work. “What you don’t know about running a small business can and will hurt you,” says noted small business expert Susan Wilson Solovic, speaking from experience and persistence as a serial entrepreneur. In her new book, IT’S YOUR BIZ: The Complete Guide to Becoming Your Own Boss (AMACOM; $22.95 Hardcover), Solovic provides the information and reality checks every aspiring entrepreneur needs to make smart business decisions, from the moment of a start-up’s conceptualization and all through its development and growth to an owner’s exit from the business. “Success in your

Susan Solovic is an award-winning entrepreneur, small business expert, best-selling author, attorney, and media personality.

own small business venture greatly depends on your willingness to learn, to work hard, and to focus on getting it right,” says Solovic. “That’s what this H book is all about — getting it right!”

SELLING TO THE NEW ELITE: Discover the Secret to Winning Over Your Wealthiest Prospects By Jim Taylor, Stephen Kraus, and Doug Harrison

How can anyone who specializes in high-end sales continue to make a living? Authors Jim Taylor, Stephen Kraus, and Doug Harrison believe the answer lies in one quality: passion. In their new book, Selling To The New Elite: Discover the Secret to Winning Over Your Wealthiest Prospects, the authors reveal how • Go beyond knowing their own brand to understanding the rules and standards of sublime excellence in their category. • Express their passion for their jobs with impeccable integrity to each prospective client.

passionate salespeople sell more effectively when they connect with the passion of affluent individuals and recognize the passion within an exquisite product or superlative service. Through surveys and case studies, readers can rethink the role of passion in their work, and learn how to: • Speak to an affluent prospect’s understated preferences and core middle-class sensibilities. • Communicate a compelling brand promise, built on three core elements: truth, meaning, and H distinctiveness.

Selling to the New Elite is a unique guide to selling the very best of things in one of our country’s worst economic times—and prospering.

must reads

The Complete Guide to Becoming Your Own Boss

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IT’S YOUR BIZ:

Sales & Productivity Tune-Up 13 TACTICS TO USE THE INTERNET AND TECHNOLOGY TO INCREASE SALES AND PRODUCTIVITY By a distinguished panel of home-based business experts

Is your home business in serious need of a tune-up? In this issueâ&#x20AC;&#x2122;s cover story, a distinguished panel of homebased business experts have chimed in on what they believe to be some of the most important tactics for homebased entrepreneurs to focus on in 2012 for using the Internet and technology to increase sales and productivity and to gain a competitive advantage. These tactics address situations under the areas of home office tools, home office equipment / technology, social media, marketing with the Internet, and linking oneâ&#x20AC;&#x2122;s business operations.

Illustration by Peter Grundi

/ HOME OFFICE TOOLS

John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.johnboe.com or call 937-299-9001. Free Newsletter is available on the website.

Sales and Productivity

Tactic No. 1

Sales and Productivity

Tactic No. 2

STRIKE WHILE THE IRON IS HOT by john boe SITUATION: Why is it that some sales

reps consistently earn a six-figure annual income while other reps, putting in the same hours, selling the same products, and trained by the same sales manager, struggle each month financially to make ends meet? The answer to this question is painfully simple: The six-figure sales reps spend more time on the phone and never forget to ask for referrals! TACTIC: Top producers don’t need to

be told to ask for referrals or follow up on hot leads, because they understand that prospecting is a necessity and not just an activity. The good news is that prospecting for new business, like any other skill, can be trained and developed into a habit. Prospects, like food in your refrigerator, are perishable and therefore need to be contacted quickly. Each day you let slip by without making initial contact with your referral dramatically reduces the probability of you making the sale. Develop the habit of contacting your referrals within two-business days or sooner. Have a system to keep track of your referrals so they don’t end up falling through the cracks. It’s critical to have a computerized client contact management system to record your remarks and track future contacts and appointments. Relying on your memory alone is a very poor business decision that will cost you dearly.

Learn about the “Top 13,” and how you can make your home business more profitable and productive this year.

TRACK TIME AND EFFORT IN THE OFFICE by kristina wyatt SITUATION: Working from a home office

can seem like an ideal arrangement, until you get to your invoicing and find you have no idea where all of your time went for a particular client or project. TACTIC: Create your own spreadsheet

to track your time, effort, and projects. Besides Excel, there is a whole world of online spreadsheets and spreadsheet applications to choose from, such as Google Docs, EditGrid.com, and Zoho Sheet. Using online calendars is another great way to keep track of not only time and effort, but clients and projects as well. There are many online calendars to choose from, such as KeepandShare. com, Yahoo and Google free calendars, and WORKetc.com. Utilize a spyware application on yourself, like TimeSnapper.com. This inventive app actually takes snapshots of your desktop every few seconds all week, allowing you to go back at any time and see how much time you spent on one project or client. Use an accounting application. QuickBooks, Quicken 2009, or any other accounting app/software can also help you keep track of time and effort in the office. It is also very affordable if you already utilize any of these software programs for your accounting and

“The six-figure sales reps spend more time on the phone and never forget to ask for referrals.” - John Boe

Sales Training Speaker, Author, and Consultant

\9 “When your competition is scrounging for customers, you have to hold your close...with great customer service.” - Edward D. Hess Author of Growing an Entrepreneurial Business: Concepts & Cases

billing. Try Amazon.com to purchase QuickBooks or Quicken. Kristina Wyatt is a freelance writer for over 10 years and owns two home businesses: Above the Call appointment reminder service and KLW Editing & Writing Services. She stays busy with her family and businesses, writing informative articles on how to juggle family and career, among many other topics.

HOME OFFICE EQUIPMENT/ TECHNOLOGY

Sales and Productivity

Tactic No. 5

DON’T LET YOUR TECHNOLOGY MANAGE YOU by michael guld Sales and Productivity Sales and Productivity

Tactic No. 3 SCHEDULE A MINIMUM OF TWO HOURS A DAY FOR PHONE CALLING by john boe SITUATION: You and your referrals are

both fresh and alert in the morning. Treat your prospecting time with the same respect you would give to any other important appointment. This is not the time to check your e-mails, play solitaire on the computer, make personal phone calls, or chat with your associates. TACTIC: Make your phone calls in the

morning. Avoid the temptation to try and sell your product or service over the phone. Your objective for every phone call is to create interest, gather information, and make an appointment. If your prospect asks you a question, get in the habit of going for an appointment rather than giving a quick response. Don’t shoot from the hip; use a script. It’s important to use a phone script when you contact your prospect so you don’t leave out any key information. It’s a good idea to role-play your script over the phone with your sales manager until he or she feels you sound confident and professional. John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.johnboe.com or call 937-299-9001. Free Newsletter is available on the website.

Tactic No. 4 USE TECHNOLOGY TO PROVIDE QUICK, EFFICIENT CUSTOMER SERVICE by edward d. hess SITUATION: In today’s tough economy,

small business owners are faced with the difficult task of doing much more with a lot less. Even though they might be making cuts to their prices and budgets, now is not the time to start cutting great customer service out of their business plans. When your competition is scrounging for customers, you have to hold yours close, and that starts with great customer service. In today’s economy, you have to do everything you can to hang on to your customers and to encourage them to keep coming back to your business. TACTIC: It’s the twenty-first century, and

email, message boards, and online stores provide us with the means to provide service more quickly than ever before. Small business owners might sometimes make the assumption that customers don’t like to be communicated with online. And for some older customers, that might be the case. But by and large, I think people appreciate the ease that online shopping and communication provide.As long as you make sure your messaging is detailed and easy to understand, your customers will appreciate the quick service these technologies provide. Edward D. Hess is author of Growing an Entrepreneurial Business: Concepts & Cases (Stanford University Press, 2011, ISBN: 978-0- 8047714-1-2, $75.00, www.EDHLTD.com) and is a professor of business administration and Batten Executive-in-Residence at the Darden School of Business, University of Virginia. He is the author of nine books, over 60 cases, and over 60 articles.

SITUATION: With all the new

technologies designed to save you time and to make you more efficient, many of us feel more stressed than ever before because we are accessible 24/7. Also, we are now living in a “drive- thru society,” and everybody wants what they want, when they want it. TACTIC: Expectations in communication

response time have been raised, and due to e-mails and texting, people not only expect replies, but quick replies. The responses do not have to be long — “got it,” “no problem,” “will call this afternoon to discuss” — but responding lets the sender know you received the message. Don’t let your technology manage you! Michael Guld is an author, speaker, entrepreneur, and radio commentator whose business development expertise lies in the “soft skills”; increasing sales performance, marketing exposure, employee productivity, and creating a world-class service experience. He is the president of The Guld Resource Group and creator of “Talking Business with Michael Guld,” airing on Central Virginia’s Public Radio and heard at www.talkingbiz.net. He can be reached at (804) 360-3122 or at michael.guld@guldresource.com.

Sales and Technology

Tactic No. 6 DON’T OVERUSE TECHNOLOGY by patricia fripp SITUATION: Without a doubt, audio/

visual has added showbiz impact to business and professional speakers’ presentations. However, just because

DATA LOSS

“Get involved with Linkedin and become a user. Nobody wants to connect with a dead page!” - Terri Seymour http://www.SeymourProducts.com

THE TOP CAUSES OF 54% SMALL BUSINESS’ hardware DATA LOSS: failure

54%

accidental deletion

hardware failure

10%

33%

theft

computer viruses

SMALL ENTERPRISES LOSE

UP TO

$55,000

per year due to

INFORMATION TECHNOLOGY

&SYSTEM FAILURES

it is available, doesn’t mean we have to use it! Timid speakers who simply narrate flip chart images, slides, videos, overheads, or view-graphs can rarely be passionate and effective. Any visual aid takes the attention away from you. Even the best PowerPoint® images will not connect you emotionally. TACTIC: Use strong stories instead, if

at all possible. Never repeat what is on the visuals. If you do, one of you is redundant. Make technology a support to your message, not a crutch. The trap is that information presented through technology tends to be about the speaker and the speaker’s organization, while communication should be about the AUDIENCE. One executive I was asked to coach had 60 PowerPoint slides — 58 about his company and 2 about the prospective client. We halved the number and reversed the ratio! Patricia Fripp, CSP, CPAE, is an executive on change, customer service, promoting business, and communication skills. She is the author of Get What You Want!, Make It, So You Don’t Have to Fake It!, and Past-President of the National Speakers Association. To learn more, www.Fripp.com, (415) 753-6556, or PFripp@Fripp.com.

$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$ Sales and Productivity IN THE U.S., MORE THAN

Tactic No. 7

ARE LOST EACH YEAR DUE TO IT & SYSTEMS FAILURE

PROTECT YOUR VALUABLE DIGITAL DATA WITH ONLINE BACKUP by david friend

127 MILLION PERSON HOURS

SITUATION: Research shows almost half

METHODS USED TO STORE DATA: CDs/DVDs

25% USB/FLASH MEMORY STICK

38% EXTERNAL HARD DRIVES

42%

of the nation’s small businesses have lost data. Many small businesses (SMBs) that use traditional backup methods would switch to online backup if it were more affordable for their businesses. Carbonite Inc., a leading provider of online backup solutions that provides customers with “anytime, anywhere access” to their stored files, reported research showing data loss continues to be prominent among small businesses, which decreases productivity and sales.

The top causes of small business’ data • loss included: • Hardware/software failure (54 percent); • Accidental deletion (54 percent); • Computer viruses (33 percent) ; Theft (10 percent). Although 31 percent of small business owners surveyed agree that backing up their companies’ computers is a hassle that takes time away from running their businesses, the research indicated that physical devices were the most prominent backup methods used by small businesses. Many SMBs are still using antiquated methods such as external hard drives (42 percent), USB/ Flash memory sticks (38 percent), and CDs/DVDs (25 percent). TACTIC: As cloud technology extends its

reach in the business world, small and mid- sized businesses are beginning to realize its power for data access and backup. While many SMBs recognize that online backup solutions offer significant advantages over traditional physical-device backups — such as being automatic, continuous, offsite, and requiring no extra equipment — the research indicates that those who do not backup to the cloud cited cost as the number one factor in their decisions. However, there are companies that offer affordable online backup solutions for small businesses. David Friend is the CEO and co-founder of Carbonite, a provider of online backup solutions with anytime, anywhere data access for consumers and small to medium-sized businesses. Carbonite’s online backup solution runs on both the Windows and Mac platforms. Carbonite offers its Business online backup service for $229 per year for unlimited PCs sharing 250GBs of storage and additional options for SMBs are available. For more information, please visit www. carbonite.com, www.twitter.com/carbonite,www. twitter.com/carbonitebiz or www.facebook.com/ CarboniteOnlineBackup.

Sales and Technology

Tactic No. 8 POWER DOWN by joelle jay, ph.d.

SOCIAL MEDIA

\ 11

THE SMALL BUSINESS

SITUATION: Your brain gets a stress

signal every time an email comes in. The wonders of technology are just short of miraculous, and today’s technology can help us maximize our time. We can use it to transform not just the way our world works, but also the way we work. It can buy us time, save us time, leverage time, and organize our time. However, if you’re not careful, technology can also use up all of your time.

50%

EXISTING BUSINESSES ALREADY UP AND RUNNING ON IT

SOCIAL MEDIA ADOPTION BY SMALL BUSINESS HAS

DOUBLED

TACTIC: “Power down” means turn off

When you occasionally “power down,” when you turn off the technology and do what brings you progress and fulfillment, you’ll be much more effective in all your efforts. Ultimately, gaining productivity by maximizing your time is not about what you should do; it’s about what you choose to do. Take control of your time, and watch your productivity soar. Dr. Joelle K. Jay, Ph. D., is an executive coach and the senior managing partner of the leadership development firm, Pillar Consulting. She strategizes with business leaders to enhance their performances and maximize business results. Joelle is the author of The Inner Edge: The 10 Practices of Personal Leadership. For a free sample chapter, go to www.TheInnerEdge.com or email Info@TheInnerEdge.com.

FROM 2009 TO 2010

75% HAVE A COMPANY PAGE ON A SOCIAL NETWORKING SITE

the technology. Just because you can be available 24/7, doesn’t mean you should. Just because you can instant message at the same time you’re writing a report doesn’t mean you should. Just because you can perch your laptop on the passenger seat of your car to tap out ideas during traffic doesn’t mean you should. The trouble is not with the technology itself; it’s the abuse of the technology that’s the issue. Be the one to take control of your technology, so you can get the important things done and not get distracted all day long. Ask yourself, “Do people really expect an immediate response or 24/7 availability?Or is that a standard I set for myself?” In reality, most people don’t expect you to be there 24/7. Find out the expectations from your boss and co-workers, and then create appropriate guidelines.

40%

USERS ON FACEBOOK DAILY

61% OF SMALL BUSINESS OWNERS NOW USE SOCIAL MEDIA TO ATTRACT NEW CUSTOMERS 45% EXPECT THEIR SOCIAL MEDIA ACTIVITIES TO BE PROFITABLE WITHIN THE NEXT 12 MONTHS

SOCIAL MEDIA

Sales and Productivity

Tactic No. 9 CREATE YOUR FACEBOOK BUSINESS PAGE by suzen pettit SITUATION: Kids, soon adults, and

millions of young and not-so-young adults are your future audience, and they are all there — “friending” Justin Bieber under their covers (like my daughter last night) when they should be asleep. TACTIC: With over 600 million users and

almost 50% of them on Facebook daily and over 40% of existing businesses already up and running on it, you want your business to be where your customers and potential customers are going, right? If you knew that your customers were passing by one of the huge billboards in Times Square every day and those billboards didn’t cost

millions per month to be advertising there, you would want to be up there... wouldn’t you? Your Facebook (FB) business page is like the huge billboard in Times Square except for the fact that it’s free. Your customers are there, and their friends are there. And you can say a heck of a lot more on an FB page than you can on a billboard. The search engines love a Facebook Business Page. Because a business page is a public URL and not a private one, your site will have a much easier time making it to the top of a Google search than your website. That’s unless you’ve invested a lot of money into search engine optimization (SEO), not that there’s anything wrong with that. Your competition already has a Facebook business page. The “like” button has become the new “link.” Many online marketers, myself included, now believe that the Facebook “like” button is becoming just as significant as backlinks to a website. In other words, the more “likes” your page has, the greater the chance of it ranking high in the search engines for your specific field and keywords. So think of it as a link, and encourage your customers to press it. Every time you update something on

“It’s speaking volumes of the need for small businesses, as much as they want to continue down that stream of FB Denial, to get on board and create a Facebook business page.” - Suzan Pettit Owner of Omaginarium, http://www.omaginarium.com

/ your page, these customers will now see it as they have been “linked” to it. Suzen Pettit specializes in designing, building, marketing, and maintaining optimized websites and social media profiles for busy small business owners. By using her strategic Internet marketing techniques, you will ensure your business is being found and that clients are seeing what YOU want them to see on the Internet about you. For even more free tips, tools, strategies, and resources, read her free articles at: http://www. omaginarium.com/blog/.

Sales and Technology

Tactic No. 10 COMPLETE YOUR LINKEDIN PROFILE by terri seymour SITUATION: Social media sites are

more popular than ever and with over 100 million users, LinkedIn is in the top five most popular. LinkedIn is the world’s largest professional network and is an extremely resourceful tool for job hunters, recruiters, business owners, etc. Once you sign up for a LinkedIn account, you must create your professional profile. The more effective your profile, the more professionals can find you and connect with you. You do not want a half- done, unprofessional profile, that will not accomplish much in the way of building your network of connections. TACTIC: Complete your LinkedIn profile.

Complete each section, thoroughly and professionally to make the most of your online professional identity. According to LinkedIn, you are 40% more likely to be found in a LinkedIn search with a 100% completed profile as opposed to one that is not completely finished. Post a photo on your LinkedIn profile to get more results. People will be more likely to remember your profile if you present a photo of yourself. Photos can also increase the chances of people trusting you. Use a persuasive headline. Don’t just plaster your name and title as your profile headline. Add a short slogan or benefit you provide or the skills you possess. Use something that makes you the one to choose. Add your URL and/or blog to your profile. You can add up to three urls.

“When all the conventional company names seem to be taken for domain names, try raiding literature, the Bible, proverbs, and fables for expressions.” - Marcia Yudkin http://www.yudkin.com

Also add a video presentation to your profile highlighting your skills, services, products, etc. You can do this by going to Google Presentations under “More” in the toolbar at the top of your profile page. Click on More Applications. Be sure to check out the other apps as well for a more productive profile. Terri Seymour has over twelve years of online experience and has helped many people start their own businesses. Visit her site for resources, $1 and $2 resell ebooks & software, informative articles authored by Terri Seymour, and affiliate programs. Visit http://www. SeymourProducts.com.

43.5 MILLION CONSUMERS

check their email on a daily basis AVERAGE DAILY USAGE OF BUSINESS EMAILS PER PERSON EMAILS SENT & RECEIVED PER DAY

MARKETING WITH THE INTERNET

112

EMAILS RECEIVED

LEGITIMATE EMAILS

SPAM EMAILS

EMAILS SENT

Sales and Technology

Tactic No. 11 IMPROVE EMAIL MARKETING by greg brown

ARE SENT

2.8 MILLION EMAILS

EVERY

S E C O N D

SITUATION: We’ve all heard of email

marketing, but it can appear daunting with all the laws, spam filters, and confusion over the best method to use. Whether you’re an e-marketing novice or you’ve tried it before, learning the tricks of the trade can make the process more comfortable and successful. You can then get the best results from your email marketing campaigns: TACTIC: Start with the reader’s point of

view in mind. The recipients will judge usually within seconds whether they want to open your email. If you yourself would not open it if it came to you, chances are your readers won’t either. Think of something that would draw their attention. Choose a compelling subject line. No one will see all you have to offer them if they don’t open your email, and they will choose whether to open it based on the

90TRILLION E M A I L S

PER YEAR!

ADDITIONAL BENEFITS: almost limitless - waits for you - almost free

subject line. A catchy subject line can be a little creative, or very to-the-point if you are advertising a basic need that everyone can use. Readers need to trust you in order to open your mail. You can get to the rest within the body. Structure your email body right. Think about the readers’ eye flows as they read. This might mean leaving wordy information for the end of the email, as too much content will overwhelm the readers and they will get bored quickly. Instead, start with a compelling

\ 13 question, offer, or great benefit to capture the readers’ attention and to convince them to “click here” for more information or to get the stellar offer advertised. Email marketing studies have shown that most prospects must see the same or similar email three to seven times in order to buy. Don’t give up after one or two email campaigns that don’t get the initial results you are looking for. A good offer will entice the reader to act — especially if it is a limited time offer. This creates urgency which drives buying behavior. Greg Brown is the Director of Marketing at Melissa Data, a direct marketing software and services company. Having worked for over 10 years on both the client and agency side, Greg brings a unique perspective to developing creative, results-oriented marketing programs to acquire and retain customers. For more information or free product trials, visit www.

• Switch the word order. For example, instead of NewEnglandNannies.com, spring for NanniesNewEngland.com. (The reversal has more pizzazz.) • Ask a question. For example: CanIGetCustody.com and CanYouGetCustody.com. • When it comes to finding a domain, zig instead of zagging. For example: ZigDontZag.com. For information on Marcia Yudkin’s One-on-One Copywriting Training, visit http://www.yudkin.com/ become.htm. For information on Marketing Mentoring, visit http://www.marketingformore.com. For Marcia’s Marketing Thought of the Day, visit http://www.yudkin. com/mantras or twitter.com/marciasmantras.

LINKING ONE’S BUSINESS OPERATIONS

MelissaData.com or call 1-800-MELISSA (635-4772).

Sales and Technology Sales and Technology

Tactic No. 12 USE UNCOMMON DOMAIN NAME APPROACHES by marcia yudkin SITUATION: A cleverly named domain

recently caught my eye: TheMuseIsIn. com (The Muse Is In). Clearly the site offers creativity help in a light-hearted spirit. We don’t see many domains using this naming strategy: a phrase or sentence. When all the conventional company names seem to be taken for domain names, you need to think outside the box. TACTIC: Try raiding literature, the Bible,

proverbs, and fables for expressions. When I looked up ten Shakespearean phrases recently, four were available as domains. Also use uncommon domain name approaches. Here are examples: • Start with a verb. For example: EditABook.com, BecomeADogSitter.com, SubtractSalt.com, and GoingToGeorgia. com. • Indulge in wordplay. Think up key words, and then look for ways to match starting letters or sounds. For example: KeenOnKarate.com, SqueakyCleanSquad. com, and NeedToNibble.com.

Tactic No. 13 CREATE A “HIGH TOUCH” ENVIRONMENT by darleen derosa, ph.d. and richard lepsinger SITUATION: As virtual teams become

more prevalent, we edge ever closer to a culture where “work” means logging in to your company’s online project management site from your home or collaborating with people who each work for different teams or functions at their local co-working establishment. “Company headquarters” is becoming more of a concept than an actual building. And as physical location becomes less important, companies can hire the best talent regardless of their locations. In addition, companies can enhance their efficiencies by handing off work across time zones, enabling them to be productive around the clock. Advances in technology have made it easier to organize and manage dispersed groups of people. And competitive pressures and the needs of today’s global market workforce have made virtual teams a necessity for some organizations. Electronic technology has made virtual teaming possible, but it is not a perfect substitute for human interaction. One of the greatest

performance barriers is the inability to replicate a “high touch” environment in a virtual setting. You’ll know you haven’t achieved a high touch environment with your virtual team members if they communicate poorly, aren’t fully engaged, and don’t pay attention during virtual meetings. TACTIC: Make virtual interaction more

“human” and do the following for your virtual team to improve its “high touch” environment and success: Arrange for virtual team members to meet in person at least once a year. ■ Leverage synchronous tools (e.g., Instant Messaging) to increase spontaneous communication. Use tools such as electronic bulletin boards to create a sense of shared space. ■ Carefully choose communication technologies that are most appropriate to the specific task. For instance, email is good for simple information sharing, while conference calls are better suited for interactive sharing of ideas or plans. ■ Make wider use of video conferencing. Darleen DeRosa, Ph.D., is a managing partner at OnPoint Consulting. Darleen brings more than twelve years of management consulting experience, with deep expertise in the areas of talent/succession management, executive assessment, virtual teams, and organizational assessment. Richard Lepsinger is president of OnPoint Consulting and has a twentyfive-year track record of success as an organizational consultant and executive. For more information on their book, Virtual Team Success: A Practical Guide for Working and Leading from a Distance (Jossey-Bass/A Wiley Imprint, 2010, ISBN: 978-0-470- 53296-6), visit www.onpointconsultingllc.com.

MORE SALES AND MORE PRODUCTIVITY These “Top 13” tactics as recommended by our home-based panel of experts can dramatically increase sales and productivity in your home business. All you must do is put them to work. Make 2012 the year to implement these tactics to increase your profitability and long-term H success.

s e l a S e s o l C o t w o H that are

THE BUDGET

\ 15 It never ceases to amaze me

how many business people assume that budget dictates what the buyer can spend. In my experience, this is almost never the case. T h e

TRUTH IS

that in most cases, budgets are GUIDELINES, and nothing more than that. Additionally, they are sometimes based on a flawed or limited understanding on the part of the

buying party of what is required

Of course, most sales people fall into the trap of

SELLING TO THE BUDGET.

They build their entire proposal around this number. They assume that their recommendation must conform strictly to, or be below, the budget threshold. They ignore the issue of value. They don’t take the time to find out what the customer is actually trying to accomplish, and they miss opportunities to both increase sales

and serve their customers better.

IT IS WORTH NOTING, ALSO, THAT budgets are often the domains of

people who do NOT have FINAL APPROVAL AUTHORITY.

In other words, when a person tells you,

“My budget is $,” this statement usually means

“I have been given permission to spend no more than $.” This tells you that you are talking to a person who is not a decision-maker. The real question here is this: Who gave the permission? The person who approved the budget is the one who buys based on value and isn’t limited

t o t h e b u d g e t n u m b e r.

by la ndy ch

ase,

mba

, csp

TALKING TO THE “RIGHT” PERSON Influencers spend based on what they are allowed to buy. Decision-makers get whatever they want. Put another way, if your decision-makers decide that they need what you are recommending, they will simply purchase it. This is an important point. Before you assume that you are constrained by a budget, you must first determine if the person that you are talking to is the “right” person. Assuming that he/she is, this doesn’t mean that you should ignore a budget number. Instead, look at it as a guideline. However, remember that when we try to put together proposals that meet a predetermined amount, we usually end up proposing something that is less than what the client would be best served by purchasing. For this reason, budgets are an obstacle to both the buyer and the seller. The seller is constrained by a ceiling of expenditure, but more importantly, the purchaser is limited to getting a solution that is probably less than ideal. EXECUTING A THOROUGH NEEDS ANALYSIS How to get around this issue? The key skill here is to execute a thorough needs analysis. The more that you know about the needs of your client, the better you will be prepared to deal with the budget issue. You must get on the buyer’s side of the table and look at the decision from their point of view. Once you have completed this key step, and are ready to prepare a proposal, the following method is a highly effective way to sell around budget constraints: PREPARING TWO SELLING OPTIONS Option A is based on the client’s budget. Option B is based solely on addressing the client’s specific needs, and therefore disregards the budget. At your proposal meeting, begin with Option A. Say, “Here is what we can do for you, based on what you want to spend.” Review this with the buyer first. Next, present Option B. Say, “Now, here is the best possible solution for what you want, but this option ignores your budget.” Since we are ignoring the price issue here, this option should contain a much higher level of value than the budget-based one. Option B should stand out on its merit. This option needs to maximize perceived value. It must be a perfect fit for what the buyer needs. Follow this process consistently, and you will consistently close sales that exceed budget numbers. This happens because the buyer realizes, after reviewing both options, that what they need, and what they initially planned to spend, are not in sync with one another. They will immediately discard Option A, and will focus their negotiation discussion on the Option B that fulfils their requirements. Of course, it is a moot point that you must be selling to decisionmakers for this method to be effective. Assuming that you are, you will find that they often select the recommendation that is the best fit for their needs — which is the higher-priced option. And if they don’t, so what? Your plan “A” — the proposal that matches the budget — becomes the fall-back option. So you have nothing to lose, and everything to gain. What are you waiting for? Make this a permanent part of your proposal strategy. H

\ 17

“YOU ARE

BEFORE YOU

ASSUME THAT

CONSTRAINED BY A BUDGET,

YOU MUST

FIRST DETERMINE IF THE PERSON THAT YOU ARE

TALKING TO IS THE

RIGHT

“

PERSON .

Organization Solutions

for home business

tips for home businesses to be more productive and efficient

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result s indi said t cate t hey w hat 96 ould s perce ave ti nt of me ev Natio 400 a e ry day nal A dults ssocia polled by be tion o comin f g mor Profes organ e orga izatio siona nized l Orga n for . The profes nizers siona ( “Get O N A P l O o rganiz ), a n rganiz on-pr ers, in ed Mo ofit conju nth” e n tips t a c c t h i o Janua n with hat ca r y, p r n help its an ovide nual home s spec busin “Empl ial org esses oyees aniza as we are st tion ll as s ruggli mall b ng to get m u mana siness ore do ge the es. ne wi ir day th few s er res and fi Leist. ource gure o “Profe s, ” ex ut how ssiona plains to l orga NAPO enhan nizers Presid ce the use te ent La lives sted p ura of ind rincip ividua l imple e s a nd ex ls in t menti pertis he wo ng pro e to rkplac cesse e. By s and busin creati system esses ng an s, the t a ke c d y help ontro l e o and th mploy f thei r prio ees an eir liv rities e s .” d , infor matio In hon n, tim or of e, pap NAPO er ’s “ G e t Orga NAPO n ized M memb ers pr onth” ovide held a organ save t nnual izatio ime a ly in J n stra nd mo anuar t ney in egies y, so bu the up siness comin e s can g yea r. WORD

t he Nat ion Pr ofessiona al Associat ion of l Organizers

ORGANIZE YOUR EMAIL: Read, Decide, Act! • After you read an email, you should be able to perform one of the following actions: Reply, Delete, File, Forward, or Schedule. Reduce inbox clutter by making a decision immediately on each message, acting on the decision, and then removing it from your inbox. • Use the Delete Key and use it often. The most common mistake people make is saving too many emails. While many emails warrant being spared deletion, not every email needs to be saved. If you are copied on an email simply as a courtesy or formality, use good judgment on whether or not it truly needs to be saved. If an email contains an important attachment, take extra care to save the attachment before deleting the email.

ORGANIZE PHONE CALLS: Plan and Be Prepared! • Make a mini-agenda for your phone calls and shave five minutes off your call time. The average phone call lasts 12 minutes. Using an agenda for that same conversation can shave five minutes off of that call. Think of how many calls you make each day, and multiply by five minutes each. • Complete a phone call, and then write down your next action relating to the call. Do you need to make another call or mail something? If you can’t do it now, write it down.

ORGANIZE YOUR WORK DAY • Plan 60% of your day and allow 40% to handle the unplanned. Plan 15 minutes each morning and afternoon to review your priorities. • Allow 50% more time for activities and projects that you originally planned as a way to accommodate unexpected delays. Things usually take longer. Consider it a bonus when you have time left over. • People who multitask in the workplace are actually less efficient than those who focus on one project at a time. Prioritizing your tasks and tackling them one by one will help maximize your time more efficiently. • Visualize the end result before starting an organizing project. This will help you focus on what you want to achieve. • Take a highlighter to meetings. As you make notes, highlight anything which will require action on your part.

\ 21

ORGANIZE YOUR SPACE: When in Doubt, Throw it Out! • Make decisions about papers as they cross your desk. Clutter is nothing more than the physical manifestation of indecision, so clear your desk. • Spend 10 minutes at the end of each day putting everything away. This way you will walk into an organized and inviting workspace each morning. Reevaluate your arrangement at least biannually or as new assignments are acquired. • Place tomorrow’s top priority task at the center of your desk before you leave work today. You’ll start your day focused.

“Working in a productive and streamlined office is a choice that employees and employers must recognize as a necessity in order to be as efficient as possible, which in turn will save some organizations hundreds of thousands of dollars,” continued Leist. H

“Clutter is nothing more than the physical manifestation of indecision, so clear your desk.”

TWENTY-ON E P ROM I SIN G

GROWTHINDUSTRIES

G OOD N E WS FOR HOM E-BASED ENT REPRENEURS

Following are a list of 21 fast-growth industries that might appeal to home business operators. Included is the projected growth rate expected by the year 2018.

by CHRISTOPHER J. BACHLER

THE B UR E AU O F L A B O R STATISTICS PROJ ECTS TREMEN D O U S G ROW T H FO R M AN Y U.S . IN D U STR IE S I N I TS L I ST O F 50 FASTG ROW IN G IN D U STR IE S . B ETWE E N T H E Y E A R S 20 0 8 AN D 2 0 18 , TH E BU R E AU PROJECTS G ROW T H R AT E S R AN G IN G FROM 2 0 PERCEN T TO 83 P E RC E N T FO R TH E S E IN D U STR IE S . THE GO O D NE WS FO R H OM E- BAS E D E N TR E PR E N E UR S I S THAT M A N Y O F T H E SE G ROW TH IN D U STR IE S AR E B USINE SSE S T H AT C A N BE O PE R ATE D FROM H OM E . (See “Top 50 Fastest-Growing Industries” at http://www.careerinfonet.org for more details).

MANAGEMENT, SCIENTIFIC, AND TECHNICAL CONSULTING SERVICES

DATA PROCESSING, HOSTING, AND RELATED SERVICES

83%

53%

Those with such specialized knowledge should be in high

Every business needs the Internet these days. With so many

demand for at least the coming decade! Lots of businesses

people using the Net to research, shop and do financial

need help with financial planning, management, marketing,

transactions, any business operation would be hobbled without

record keeping, office planning, human resources, administrative

easy access. But few businesspeople are technology enthusiasts;

improvements, and more. Examine the needs of your target

nor do they want to spend time managing a website while they

market and see what provable expertise you have that will fill

have a business to run. Those who can provide such services

that void. You’ll need a solid, up-to-date understanding of one

for reasonable rates will be warmly embraced by their clientele.

or more business disciplines that are in demand, credentials to

You’ll need good website management skills, an understanding

prove your expertise, and a clear plan that shows your clients

of the client’s target market, and a talent for making the site both

specifically how you will help them. They’re not just paying for

pleasant and easy to navigate.

ideas — they need results that pay off!

SERVICES FOR ELDERLY AND PERSONS WITH DISABILITIES

HOME HEALTH CARE SERVICES

74%

46% Though similar to home care services in some ways, home

The assisted living industry is as hot as healthcare. Catering

healthcare services require higher qualifications for those who

to elderly or disabled persons who want to remain in their

will treat sick or even terminally ill patients. But not all workers

homes, these services are often subsidized by states that would

may need to be nurses, physical therapists, dieticians, or social

rather subsidize economical home care than costly institutional

workers since there’s also room for some assistants with lesser

care. Well-to-do elderly or disabled folks may also personally

skills. The best way to break in would be by gaining experience

pay reliable assistants. Hours may be flexible, and pay will

and necessary credentials while working for established

depend on skill levels and client needs. Determine training and

healthcare providers in this field. Home- based entrepreneurs

credentials requirements through relevant state and county

might also do well by working in conjunction with appropriate

agencies. The best way to learn about the nature of this work,

agencies, or by providing products or services that cater to these

professional certifications and laws, would be by temporarily

agencies or their clients.

working for a home care service agency.

SPECIALIZED DESIGN SERVICES

LESSORS OF NONFINANCIAL INTANGIBLE ASSETS

46%

34%

This promising category includes such services as interior or industrial designers, graphic designers, and related “artsy”

Definitely a business that requires special knowledge, and maybe

fields. Interior and industrial designers clients not only need

even a legal background, this is a business that still might be

skilled help in improving the ambiance of their homes or

operated from home. Included in this category are persons or or-

businesses, but they may also need help in creating more

ganizations that assign rights to utilize such assets as trademarks,

spacious, economical and practical environments for their needs.

patents, brand names, and franchise or licensing agreements.

Designers need solid background in these professions, and up-

Participants in this industry are typically owners of the assets

to-date knowledge of building codes and other pertinent laws.

that are leased or sold. But shrewd home-based operators might

On the plus side, overhead need not be very high. I have known

plug into this field by providing useful business services to these

interior and graphic designers who operated quite economically

lessors. Learn more by reviewing the legal and business basics

and comfortably from their homes.

involved with the commercial exchanges and uses of such assets.

6. COMPUTER SYSTEMS DESIGN/RELATED SERVICES

45% This field requires technical skills pertaining to such things as computer programming, networking, systems design, repairs, user training, and ongoing support services. Most potential customers may not even know what hardware and software are best suited for their needs. What they play with at home won’t necessarily help them at the office. Few computer users can master so much, let alone keep up with the constant changes in information technology. Technically proficient computer professionals who stay ahead of the information curve and deliver timely and reasonably-priced services will find plenty of grateful clients.

“ MO R E IM PO RTAN T TH AN G E TTIN G IN TO A “ PROM IS IN G IN D USTRY ” IS G E TTIN G IN TO TH E H OM E BUS IN E S S TH AT’S S UITE D TO YO U R TAL E N TS AN D IN TE R E STS .”

PERSONAL CARE SERVICES

FACILITIES SUPPORT SERVICES

32%

31%

Barbers, beauty salons, nail salons, and diet and weight reducing

Wherever there’s a business as adequate parking, waste disposal,

centers are covered here. But don’t these services require

establishment, there’s an opportunity to provide such essential

dedicated shops in specially zoned locations? Not necessarily.

facilities support services as cleaning or maintenance work,

Many communities permit these and similar personal care

security assistance, trash disposal, laundry services, and much

services to operate out of homes. Just as many doctors, dentists,

more. Some businesses handle these needs themselves. But

and funeral directors have business offices attached to their

tremendous numbers either farm them out or count on building

homes, personal care providers might do the same. You’ll need

management companies to provide them. Turnover of these

to consult your community to find out what zoning regulations

services, however, is not infrequent since business managers or

apply. You’ll also need to consider such important details

their employees are often unhappy with the support services

accommodations for delivery services, and the cost of home

they get. Here’s where an ambitious home-based entrepreneur

modifications.

with a lean overhead can find his or her opportunity to move in.

“AS LONG AS P EO P L E NEED TO WO R K , T H E R E WILL B E A HU G E D E M A N D FO R VO C AT I O NA L REHAB ILI TATI O N SE RVI C E S AND PEO P L E W H O C A N HELP THEM G E T O N T H E R I G H T PAT H ”

10. OTHER INFORMATION SERVICES

31% This listing includes news syndicates, libraries and archives, and other information services. While the first two categories can be ruled out for home businesspeople, the third is wide open. In this “Information Age,” what do people need more than information? Notice the number of research services that are in business and the multitude of websites that offer inducements in exchange for information. With a good computer, a talent for searching the Internet, and knowledge of where to find the things that people want to know, you can run a successful information retrieval service from a small room in your home!

\ 27

11.

13.

SOFTWARE PUBLISHERS

INDEPENDENT ARTISTS, WRITERS, AND PERFORMERS

30%

29%

Those who can identify needs for new software products and have the skills to create them may find tremendous markets for

If you can write, draw, design, or perform, there’s a growing

their innovations. Bill Gates launched his software empire from

demand for you. None of these services require much overhead,

home. And countless specialized software products, created in

or even much home workspace. Ad agencies and publishers,

homes, fill the marketplace. I knew a man who created a software

for instance, have been farming out editorial and graphics

product for ambulance companies from his home in 1989, and

assignments for a long time, often to home-based professionals.

sold the product for years. He got the idea while working for

Can businesses replace these creative types with computer

an ambulance company, taught himself to write software, and

technology? Even the most sophisticated software is no better

turned his innovation into a successful, low-overhead home-

than the person who works with it. Besides, creative work

based business. Search online to see what specialized software is

requires a creative human mind. Information about markets and

already available.

more can be found in reference books at most major bookstores.

12.

14.

PLUMBING, HEATING, AND AIR-CONDITIONING CONTRACTORS

LANDSCAPING SERVICES

29%

27% Look around and you’ll notice that almost everyone is using a

Demand for these skills continues to grow due to a growing

landscaper these days, even for the simplest gardening work.

population and a never-ending appetite for central air, garbage

One reason is because so many people have less time to work on

disposals, storage freezers, dehumidifiers, sprinkler systems,

houses, and must spend more time earning the money to pay for

and more. Along with this growing demand, independent

these things. A popular demand for quality landscaping for both

operators who can answer calls on a flexible basis and undercut

residences and businesses is another reason. That’s why there

the competition will enjoy a big advantage. Can you work from

are now so many of these small trailer-pulling landscaper’s trucks

home? Many do. (Of course, that depends on local codes.)

on the road. Equipment is relatively inexpensive, help is fairly

But plumbing licenses are required. A thorough understanding

cheap and abundant, and it’s an easy business to run from home.

of local building codes and health regulations is also necessary. You’ll also need a van or truck, and adequate storage space for equipment.

15.

17.

WHOLESALE ELECTRONIC MARKETS, AGENTS / BROKERS

SECURITY SYSTEMS SERVICES

27%

24% Hidden cameras, alarms, automatic lights, password or magnetic

I knew a guy who independently sold wholesale electronic

card-protected access systems, and other security devices

equipment as a sideline while he was still in high school! He

seem to be almost everywhere, even in private homes. Add to

operated out of his home and automobile. Today’s agents and

that the security systems designed to prevent fires, gas leaks,

brokers enjoy an even greater advantage since there’s so much

or even plumbing or electrical malfunctions, and you’ll see

more electronic stuff available, and — thanks to cheap imports —

why the demand for people who can sell, install, maintain, and

prices are also relatively low. Add to that the never- ending wave

monitor these products is so great. Home-based entrepreneurs

of neat new gadgets that come along, and it’s easy to see why

who can maintain low overhead and pass those cost advantages

this is a boom industry. But in today’s market, the dealer should

on to their customers enjoy a special advantage. While a broad

be ready and willing to do lots of business via the Internet.

knowledge of this very broad field is desirable, many might do well by specializing in one particular area.

16.

18.

VOCATIONAL REHABILITATION SERVICES

ELECTRICAL CONTRACTORS & WIRING INSTALLATION CONTRACTORS

25%

23%

Providing career guidance or job training to the unemployed or even helping them find work — doesn’t necessarily require a

Given the number of electronic devices that we use today, is it

separate “bricks and mortar” business location. Much depends

surprising that the demand for electrical and wiring installation

on your clientele, your scale of operations, and the services

contractors continues to grow? Included in this classification

you offer. You might, for instance, work in conjunction with

are contractors who will install, add, alter, maintain, or repair

larger established vocational rehabilitation services. You might

electrical equipment. The current lull in new construction is a

also contract work with any number of “community services”

setback, of course. But government projections still indicate a

organizations through which you can help many different people

sharp upturn in this field in the coming years, largely because

at the same time. As long as people need to work, there will be a

of the vast amount of electrical devices and infrastructure that

huge demand for people who can get them on the right path.

already exists. In addition, a fresh upturn in construction is likely to begin long before 2018. Here’s another business that can be run from home.

\ 29

19.

21.

WASTE COLLECTION

OFFICE ADMINISTRATIVE SERVICES

22%

20%

There’s plenty of waste, including the biomedical kind, solid,

Temporary service providers have done well because they

chemical, or other unsanitary stuff. Everyone wants to get rid of

provide high demand help as needed for a relatively low cost.

it; few want to deal with it. That’s why this can be a promising

And one of their staple services is providing office workers!

business for the right kind of entrepreneur. Much is already

There’s always a need somewhere. But those needs don’t always

handled by large companies. But some, such as hauling junk or

justify full-time employees. That’s why office administrative

other waste, can be a ripe field for any home operator. Study your

services are projected to grow 20 percent in the next few years.

market, and know how and where to properly dispose of stuff.

Included in this group is just about every type of service, from

You can serve customers directly, or work with larger hauling or

record keeping to billing, physical distribution, and so on. Many

disposal services that need extra help every now and then.

of these services can be done from your home. If not, you can arrange to go to your client’s office as needed.

20. ACCOUNTING, TAX PREPARATION, AND BOOKKEEPING/PAYROLL SERVICES

21%

SOMETHING TO PONDER

An industry might be thriving on average, but still not be right for you. More important than getting into a “promising industry”

Consider how many people hate tracking minute details and

is getting into the home business that’s suited to your talents and

working with figures. Besides boring, it’s over the heads of lots

interests. Moreover, national averages don’t apply in all places.

of businesspeople who would rather do what they do best. But

For instance, a home-based computer consultant might fare

accounting, bookkeeping, tax preparations, and payroll services

better in a city than in a rural setting.

need to be done. That’s why experienced professionals can look forward to a healthy market for years to come. But when it comes

Also be mindful that trends change. Therefore, take a long view

to prices, home-based services should have a considerable

of the economy, cultural trends, and your personal situation in

advantage over competitors who have to maintain offices and

order to pick the home business that will be likely to work best

staff. Given the importance of this work, however, this is only

for you. And pick one that will be flexible enough to adapt to

suited for fully accredited and experienced professionals.

changing conditions.

\ 31

the

WORLD is her

OYSTER According to MONA PEARL, coauthor of Discover Your Inner Strength - Cutting Edge Strategies from Industry Leading Experts And author of Grow Globally, social media is great to make connections, But in international business, culture is very important. Interview with mona pearl on how technology can improve sales and productivity worldwide

BY DEBORAH JEANNE SERGEANT

ounder of three successful businesses, Mona Pearl (www.monapearl.com) of Chicago has become a corporate coach who has helped numerous companies increase their share of the global market, including GM, Rover, Jaguar, Marriott, Hyatt Corp., Michelin, Philip Morris, Bacardi, and more. Her fluency in six languages and experiences living on three continents have given her a worldwide perspective these companies count as a valuable resource. Her coauthored books include Discover Your Inner Strength – Cutting Edge Strategies from Industry Leading and Grow Globally. Home Business Magazine® recently spoke with Mona about how technology can improve sales and productivity worldwide. HOW CAN USING TECHNOLOGY SAVE HOME BUSINESS ENTREPRENEURS MONEY WHEN CONDUCTING INTERNATIONAL BUSINESS?

Technology can save you from buying a ticket and going someplace for the first contact. It shortens the time to market. There’s no way that people out of their home offices can work from their homes without it. HOW CAN HOME BUSINESS ENTREPRENEURS USE SOCIAL MEDIA TO SELL TO OTHERS INTERNATIONALLY?

Social media is a great thing, the first step in

making contact. It’s great to make connections, but in international business, culture is very important. [Social media] doesn’t take the place of relationships. I still get a lot of contracts with phone calls and emails. You really have to know people so people can develop a level of trust. Social media can make the connection and introduction, but there have to be other steps that are not so social media connected. HOW CAN HOME BUSINESS ENTREPRENEURS BREAK THE ICE USING TECHNOLOGY?

Mutual contact. It’s nicer if you belong to the same group or have people in common such as in LinkedIn. It makes it much easier. WHAT ABOUT CULTURAL DIFFERENCES?

In the U.S., if you want someone you’re direct and to the point. It doesn’t quite work that way in most of the world. I met someone on the Internet in China. It’s a business relationship for two to three months. Today, the ice broke and we’re talking about specifics. People have to get a feel for you. Do I trust the person? We overcome all of that in he U.S. with legal agreements. In countries like India, you can win a legal battle and not be able to enforce it. I would caution people against moving too fast. HOW DO YOU BUILD AN INTIMATE BUSINESS RELATIONSHIP?

It has to be personal. You can introduce yourself, but the focus is not all business. You have to start

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talking about yourself. They want to know who you are, what you think, and how you think. In the U.S., we go to a networking event. You hardly ever talk about your personal life. It usually pertains to your professional life, and then you immediately go into what you can do as a business. You need to make small talk with people outside the U.S. It’s not about the weather. In many cases, it’s about opinions on the global economy, your feelings about how to do business, and certain frustrations. Many times, they get into philosophical ideas.

HOW CAN YOU MAKE INTERNATIONAL POTENTIAL CLIENTS FEEL YOU UNDERSTAND THEM?

They are happy I know about their country and culture. I’m always amazed about how much people in other countries know about the U.S., and many in the U.S. don’t know much about other countries and their customs. It’s more of a general framework to build mutual appreciation, and you want to learn about the person. You don’t ask how big is their apartment or house, or how much money they make. But show you know where they’re coming from and their values. I was amazed that one of the people I’ve met is from China, has a French name, and speaks fluent French. It was too direct to ask how come she speaks French. But I asked about her background. And this is how we build a bridge. WHAT ARE GOOD NEXT STEPS?

Skype is good for helping, because you can see the person. It’s three-dimensional. You can hear or see them. You can write and see in social media. But in other programs, like Skype, you can also hear the person. HOW DO YOU USE SOCIAL MEDIA?

If there’s a new article I write, I send a link on Twitter and I Twitter anything new about my professional life. I post to LinkedIn. Culturally, you have to be careful about how you articulate what you want to say. Idioms and the meaning of what we say are important. They open newH horizons that were almost impossible to reach before. //////////////////////////////////////////////////////

DEBORAH JEANNE SERGEANT writes articles for business and consumer magazines and marketing and promotional copy. visit her online a twww.skilledquill.net

Mona Pearl describes her book as “...beyond buzz words. Real world recipes for global success.”

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who’s who

success story

Entrepreneur’s Greatest Pleasure Muzafer: Helping build the wealth of the people around him written by Home Business Magazine

Armed with a couple of degrees after a football career-ending injury, Muzafer Najfi, a University of Minnesota graduate, began searching for a career. Muzafer quickly discovered the best job offers he received were only $35K a year. His close friend introduced him to network marketing and his first mentor, the owner of the company, a self-made man worth more than $600 million. Muzafer quickly learned how to build a business that brought in residual income even when he was not working, and he has not looked back in 16 years. Currently, Muzafer is an independent distributor who builds a customer base and sales team for health and wellness products. To strategically promote his business, he utilizes social media along with traditional networking tools. His business philosophy is to only do business with people who do business with him and never walk by a friend to shake hands with a stranger. When launching a homebased business, Muzafer suggests having a grand opening like any other business. Plan an event, invite guests, and even have a ribbon cutting. Throughout his career, Muzafer’s achievements have surpassed anything he

could have imagined. However, he is the most proud of his team members’ success stories. It has been his greatest pleasure helping build the wealth of the people around him. When his best friend was engaged to the woman of his dreams, he had to figure out how to pay for the wedding with only $20 in his pocket. Muzafer personally mentored him through the business. In five months, he earned $25,000 for the wedding. With a home-based business, Muzafer has the ability to control his own destiny, avoid the horrible rush hour traffic, create his own schedule, and enjoy the comforts of home. However, working from home requires one to steer clear of the pitfalls of procrastination. Learning to prioritize one’s tasks is also essential. In order to grow a home-based business, it is important to be the hardest and toughest boss to become the wealthiest employee. In the next three years, Muzafer plans to change more than 50,000 lives through his business and tutelage. He also plans to expand his business into 20 different countries and accumulate a monthly six-figure income. Most of all, he wants to coach his closest friend into financial freedom. H

notes

FROM THE EDITOR

Have you noticed the new design of home Business magazine yet? Let the editor herself tell You about the process we went through to make Home business magazine even better for you.

CLOSE SALES THAT ARE OVER BUDGET

Avoid the trap of selling to the budget

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22 TWENTY PLUS PROMISING GROWTH INDUSTRIES Good news for home-based entrepreneurs

ACROSS

DOWN

31. sate 1. row boat 34. pair 1. rosa 32. lie 2. othello 35. cachet 5. jaw //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 33. whenever 3. soybean 38. cite 8. ghana 34. piranhas 4. aswoon 39. fro 13. otos 35. cam 5. jar 42. aloe 14. aba 35. ali 6. abrasive 43. care 15. wooden 37. connote 7. wayside 44. sued 16. why worry 38. catawba 8. goers 45. minnesota 18. reweds 39. fuel oil 9. howitzer 48. elegy 19. bebop 40. regatta 10. adenoid 49. nevadan 20. aspirin 41. odyssey 11. ned 50. silas 22. oleos our special offer this issue is a cd demo of the new email organizing software NEO Pro 5.0. 43. cod 12. ans 51. shovel 23. siltstone this email productivity software is a great addition to any home business. pop the cd into 44. slinks 15. writ 53. whatnotes 26. alan your computer, install software, and start organizing. no need to scroll through pages 46.the event 17. ops 55. latent 27. tidy saltthe email you are looking for. use NEO Pro 5.0 to automatically 21. ply 56. bar 28. zion and lists of names to47. find 48. est 24. nog 57. kite 29. ton organize51.email sla by correspondent, date, attachment, or status. nice and easy! 25. ene 58. alert 30. save 52. hal 27. tart 59. ask 31. sledge 54. ark 30. see 60. slay 33. were

MONTHLY CROSSWORD Need a break? Of course you do. Who doesn’t need a break from the papers, meetings, and appointments. Challenge yourself with our monthly crossword puzzle.

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ACROSS 1. santa ___, california 5. chew the fat 8. accra is its capital 13. former platte river inhabitants 14. org. for attorneys 15. uncomfortably stiff 16. “don’t fret!” as a question 18. ties the knot again 19. 1940s jazz style 20. daily pill for the heart-conscious 22. bars from the refrigerator 23. type of sedimentary rock 26. rickman of hollywood 27. orderly 28. israel, poetically 29. 2,000 pounds 30. banker’s advice 31. big hammer 33. “as you ____” military command

34. ark-boarding unit 35. official seal on a document 38. commend, as for bravery 39. away from to? 42. additive in skin lotions 43. “i couldn’t ___ less!” 44. institued litigation 45. “a prairie home companion” state 48. song of mourning 49. reno native 50. “___ marner” 51. post-snowfall tool 53. bric-a-brac holders 55. like some fingerprints 56. “a guy walks into a ___” 57. you don’t need a license to fly it 58. on one’s toes 59. “don’t ___” a comment after a bad day 60. kill, as the minotaur

by Kathy George // edited by Timothy Parker

1. dinghy or wherry 2. black and white board games 3. vegetarian staple 4. losing consciousness 5. “...hand in the cookie ___” 6. like sandpaper 7. place to fall by 8. suffix with “concert” or “party” 9. big gun 10. tonsil’s neighbor 11. the simpsons’ neighbor flanders 12. “jeopardy!” ques., really 15. court command 17. co-___ some apartments, for short 21. work at, as a trade 24. christmas drink 25. atlanta-to-richmond dir. 27. acerb 30. “comprende?”

31. completely fill 32. be untruthful 33. sometime or another 34. toothy fish 35. “overhead” engine part 36. “the greatest” of the ring 37. suggest, as a meaning 38. american indian or wine 39. furnace filler 40. boat race 41. long series of wanderings 43. cape ___, mass. 44. moves stealthily 46. major happening 47. dietary no-no, for some 48. winter hrs. in florida 51. gp. that abducted patty hearst 52. “2001” computer 54. noah’s vessel

answers on the inside