SBTAugust 2014 issue by Small Business Today Magazine

SBT Houston Staff AUGUST 2014

PUBLISHER SCOLUMN

Chairman John Cruise President/Executive Publisher Steve Levine Vice President /Associate Publisher/ Creative Director/Editor Barbara Davis-Levine

From the Publisher

Business Development/PR Bill Huff Aaron Kaplan Paul Poloe

Steve Levine

Intern Jesus Gonzalez Graphic Designer Lavinia Menchaca Photographers Gwen Juarez Contributing Writers Barbara Davis Dr. John Demartini Mila Golovine Ruben Gonzalez Lorraine Grubbs Dawn Haynes Bruce Hurta Aaron Kaplan??? Craig Klein

Hank Moore Mike Muhney Mayor Annise Parker Howard Partridge??? Christi Ruiz Rita Santamaria Gail Stolzenburg Holly Uverity Aimee Woodall

Chief Advisor Hank Moore Publisher’s Advisory Board Shah Ardalan Roger Burks Helen Callier Sonia Clayton Donna Cole John Cruise Dirk Cummins April Day Dr. John Demartini Maya Durnovo Kathie Edwards Leonard Faucher Mila Golovine David Holt Richard Huebner Jeffrey Jones Darryl King Craig Klein Wea Lee

Hank Moore Lisa M. Morton Mike Muhney Leisa Holland Nelson Mayor Annise Parker Page Parkes Howard Partridge Susan Repka Maria Rios Grant Sadler Rita Santamaria Allen Shapiro William Sherrill Pam Terry Linda Toyota Jack Warkenthien Carlecia D. Wright Aaron Young

Phone: 832-419-2814 E-Mail: Steve.Levine@SBTMagazine.net Or Write: Small Business Today 5380 West 34th Street, Ste 230 Houston,TX 77092 See us on the web at www.SBTMagazine.net Free APP for Android & iPhone go to your APP Store and type in Small Business Today Magazine SMALL BUSINESS Today MAGAZINE IS PUBLISHED MONTHLY BY LEGACY PUBLISHING GROUP, LLC. 5380 WEST 34TH ST., STE. 230 HOUSTON, TX 77092 EXECUTIVE PUBLISHER - STEVE LEVINE: 832-419-2814 CHAIRMAN - JOHN CRUISE: 832-460-2020 www.SBTMagazine.net ADVERTISING RATES ON REQUEST. BULK THIRD CLASS MAIL PAID IN TUCSON, AZ. POSTMASTER: PLEASE SEND NOTICES ON FORM 3579 TO 5380 WEST 34TH ST., STE. 230 HOUSTON, TX 77092. ALTHOUGH EVERY PRECAUTION IS TAKEN TO ENSURE ACCURACY OF PUBLISHED MATERIALS, SMALL BUSINESS TODAY MAGAZINE CANNOT BE HELD RESPONSIBLE FOR OPINIONS EXPRESSED OR FACTS SUPPLIED BY ITS AUTHORS. COPYRIGHT 2012, LEGACY PUBLISHING GROUP, LLC. ALL RIGHTS RESERVED. REPRODUCTION IN WHOLE OR IN PART WITHOUT WRITTEN PERMISSION IS PROHIBITED.

Give Up, Give In, or Give It All You Got! August greetings everyone!

s Executive Publisher of SMALL BUSINESS TODAY MAGAZINE and Co-host of SMALL BUSINESS TODAY MAGAZINE TALK SHOW, I have the opportunity to go one-onone with some of Houston’s most successful entrepreneurs who have built multimillion dollar and sometimes multibillion dollar businesses despite the odds against them doing so. They also share their thoughts on creating wealth, starting and growing a successful business, and achieving happiness. All of these amazing business leaders have offered up the same piece of advice: “Don’t quit at halftime!” If starting and growing a successful business was easy then anyone could do it. It takes passion, purpose, and perseverance. I am not ashamed to share with you that almost every endeavor that I have succeeded at, which includes apartment leasing, residential real estate sales, professional speaking, sales trainer, advertising sales, and publishing (which I am now in my 36th year of that pursuit), I was convinced early on that each was not for me and I wanted to quit each one. Luckily, there was always someone there to talk me out of quitting. My very dear friend and columnist, Ruben Gonzalez, shared with me that when he decided to take up the sport of luge and train for the Olympics four years away, he knew he had two major obstacles to overcome. First, he had to learn how to luge and second, he had to be ranked in the top 50 lugers in the world to qualify to compete in the Olympics. He only had only two seasons to learn how to slide because the last two seasons he needed to work on his world ranking. Most people would have looked at those obstacles and quit before they even got started but he didn’t! In his column this month, “The Price of Success”, Ruben explains that in order to succeed in life, you have to be willing to do the things average people are not willing to do. It’s about having the attitude that you are willing to do whatever it takes to get the job done. This month’s cover honoree, Elizabeth Stone, is one of those exceptional individuals willing to do whatever it takes to succeed and not let adversity hold her down. She experienced a chain of unfortunate events that would have put others with less fortitude out of business. First Tropical Storm Allison flooded her newly leased facility. After she drained all of her cash to build it back, the economy tanked due to “9/11” and Enron crash which then caused her business sales to drop off by 40%. Elizabeth had more than enough reason to close her doors. Instead, over the next three years, Elizabeth “begged and borrowed” to keep herself and her company alive and her doors open. Becoming really behind in paying her vendors, Elizabeth went to each of them in person and said, “I can’t pay you what I owe you right now but I need to keep doing business. I promise that I will pay you back every single penny. If you let me pay C.O.D. on every new order, I will pay you an extra $50 each time until I have paid you in full.” It took Elizabeth six years but she paid back everyone she owed! Elizabeth reflected, “It made me a stronger person. I have the same vendors today. I am loyal to the ones who worked with me and they have trust, faith, and respect for me because they know I paid every penny back even when so many people did not!” It is time to let you get started on this very special issue. Good Reading, Good Sales, and Great Success to You All!

Steve Levine

President/Executive Publisher, Small Business Today Magazine

[ AUGUST 2014 ] www.SBTMagazine.net 3

INSIDE AUGUST 2014 EDITION HOUSTON

Publisher’s Column

Are You Listening or a Listener-In-Training?

Relationship Advice: How to Develop a Realistic View of Love

City of Houston’s “Hire Houston First” Program

Differences between U.S. and East Asian Business Cultures

Lessons Learned from 60s Band The Monkees

How to Assert Yourself without Alienating Clients or Employees

Your Next Step How to Take the CHILL Out of Cold Calls (Part 2)

Stress Less to Live a Balanced Life

Getting Organized - Email Management

The Price of Success

GPS for Phenomenal Success

Financing Single-Purpose, Small Business Real Estate

Why Civic Engagement Matters

5 Surefire Tips for Effective Email Marketing!

Top 10 Ways to Maximize Your Experience at Small Business Training Events Part 1 of a 2 Part Series

Converting Contacts to Customers: Part 2

Financial Astrology for August 2014

Elizabeth Stone – Silver Stone Events Whipping Up the Most Delightful, Memorable Experiences

HOUSTON SMALL BUSINESS EXPO SATURDAY OCTOBER 11 2014

HMSD WWW.HMSDC.ORG CONTACT: (713) 271 7805

INSIDE

BACK COVER

[ AUGUST 2014 ] www.SBTMagazine.net 5

EDITORIALFEATURE

Elizabeth Stone Silver Stone Events Whipping Up the Most Delightful, Memorable Experiences

By Barbara R. Davis

ative Houstonian, Elizabeth Stone, President, Owner, and Executive Chef of Silver Stone Events, is someone known for whipping up the most delightful, memorable event experiences. Going back to the time when Elizabeth was born, her parents had a very delightful, memorable experience, as her mother was 45 and her father was 50 and they already had a 10 year old son and a 15 year old daughter! As Elizabeth was growing up, her parents took her with them everywhere they went which included dining out in fine restaurants. At a very young age, Elizabeth developed a sophisticated palate and learned quickly about proper decorum in public places. In addition, Elizabeth enjoyed spending time in the kitchen with both of her parents whipping up their favorite dishes. Her motherâ&#x20AC;&#x2122;s cooking was influenced by her French heritage and her dad loved good, old American cuisine. Elizabeth was a math and science whiz in school and also excelled in Spanish. After graduating from Lamar High School, Elizabeth attended and graduated from SMU and also spent a year abroad in Spain while at SMU. Elizabeth had a truly awesome experience and delighted in learning how to prepare the dishes of the Spanish region including tapas and paella.

Photo by Gwen Juarez Photography 6 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

After graduating with a degree in business and Spanish, Elizabeth went to work for her sister, a very talented interior designer. Two years later, after deciding to become a physician, Elizabeth attended University of Houston where she acquired the science classes needed as prerequisites for going to medical school.

From simple, elegant dinners to great events for several thousand people, Silver Stone’s motto is “whatever it takes!” Photo courtesy of Elizabeth Stone

During that time, a good friend of Elizabeth’s was planning a Christening for her baby. Elizabeth offered to provide the food for the event, and the day after, one of the guests called Elizabeth and asked if she catered. All that was going through her mind was, “If somebody wants to pay me to make chicken salad, I’m more than happy to do that!” So in 1987, that is how it all began! Living at her mother’s home at the time, Elizabeth’s catering business began rather inauspiciously as she did a little here and a little there for friends. The catering requests grew and grew and by the time Elizabeth had applied to medical school, the catering business had really taken off. It was at this juncture that she knew she needed to make a decision. She kept asking herself, “Am I going to medical school or am I going to continue catering?” Unable to make up her mind, everything came to a sudden head during the Christmas season of 1992. Elizabeth knew something had to be wrong when her mother came to her at seven in the morning and said, “Baby, we need to have a chat”. Her mother continued, “I get up in the morning and there are people in my kitchen and I go to bed and there are people in my kitchen. When I got up today, I see 15 cases of produce on top of my mother’s antique dining room

table. I love you very much but you need to either go cater or go to medical school, but whatever you do, you need to not do it in my house! So with a gentle yet stern voice, Elizabeth’s mother kicked her out of the nest. Elizabeth made the decision to postpone her acceptance to medical school and by the following spring, she had found a small house in Rice Village to work out of that had been previously used by another catering company. Without culinary training, Elizabeth prepared what she knew from her parents’ experiences with entertaining and learned everything else by trial and error. Her mother and her grandmother grew up cooking with butter and cream in true Southern style and today she still continues to run her catering kitchen using real butter and real cream. The family motto is, “A little butter is good but a lot is much better!” Elizabeth developed and grew her company using family recipes which are still prepared today. After outgrowing the little house in Rice Village in 2001, Elizabeth moved to a larger location a few blocks away. Within a period of six months from that time, one would have thought Elizabeth was appearing in her own disaster movie. She had just signed the lease when Tropical Storm

Allison hit. Her entire new facility was flooded. Just as Elizabeth cleaned up from Allison and started the renovations, “9/11” happened, and shortly thereafter came the Enron crash! Elizabeth had drained all of her cash building out the new facility and due to the recent incidences, her business sales dropped off by 40%. Over the next three years, Elizabeth “begged and borrowed” to keep herself and her company alive and her doors open. She became really behind paying her vendors and went to every one in person and said,“I can’t pay you what I owe you right now but I need to keep doing business. I promise that I will pay you back every single penny. If you let me pay C.O.D. on every new order, I will pay you an extra $50 each time until I have paid you in full.” It took Elizabeth six years but she paid back everyone she owed! She reflected, “It made me a stronger person. I have the same vendors today. I am loyal to the ones who worked with me and they have trust, faith, and respect for me because they know I paid every penny back even when so many people did not!” Business eventually returned and sales began to soar again. Silver Stone moved to a new location on Waugh Drive where they presently are today. Shortly following that move, the 2008 economic crash occurred. People stopped spending their [ AUGUST 2014 ] www.SBTMagazine.net 7

EDITORIALFEATURE

Elizabeth believes that it takes a great team of people to create an amazing event experience! Photo by Gwen Juarez Photography

disposable income (especially on catering) and Elizabeth’s sales fell over 60%. A large portion of her loss was attributed to a client she had been working with for three years. It was a national bank that had been opening multiple locations across two states and her company handled all of their grand openings. Overnight, they shut off all marketing and opening operations leaving Elizabeth high and dry. In the summer of 2009, Elizabeth was about two steps away from closing the doors. She hadn’t been able to pay her rent in months and was struggling to pay her employees. Fortunately, with the help of the Lord, everything changed. Elizabeth recalled, “The Lord blessed me that September. Just when I thought I could not take another step, I received a call from a client who needed to clear out their bank account for an event that was for the following year. They paid 100% upfront for an event that was to happen the next year. What a miracle!” Silver Stone has grown significantly during the last three years. They obtained a contract with the Asia Society Texas Center in the Museum District to be the preferred caterer at the venue. In addition, they opened the Jade Stone Café there. Silver Stone also secured a contract with SCI (Service Corporation International) to provide catering

services in their funeral homes to bereaved families. This diversification has allowed Elizabeth to more than double her sales in a very short period of time. This phenomenal growth created a need for expansion. Recently, Silver Stone Events doubled their current space and added a beautiful client showroom. The growth has been primarily due to word of mouth and Elizabeth has been able to rely on referrals because of the exceptional, over-the-top service and quality in everything that the Silver Stone team does. When Elizabeth first began catering, she started out with one employee, Judy Jackson, who was her mother’s housekeeper. Judy learned to cook from Elizabeth’s mother and knew all the recipes and how to prepare them in her head. She began helping Elizabeth one day a week which eventually led to five days a week. Affectionately referred to as “Ms. Judy”, she is still working at Silver Stone 27 years later. Elizabeth and her team consider Ms. Judy’s philosophy and vision the backbone of the company. Judy often remarks, “If you can not do it right, then do not do it”, a belief practiced by Elizabeth and her entire team. Elizabeth shared, “My team is the greatest that I have ever had. I love to come to work and so enjoy those who I work

8 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

with.” Currently, the company has 23 full time staff that include: general manager, 2 senior event planners, 2 junior event planners, production director, staffing director, food and beverage director, accounting director, 2 training directors, receptionist, chef, baker, 8 line workers, and a social media planner. With an average of 30 to 35 events a week, the responsibilities of each staff person are enormous. From loading trucks to ensuring that each event has the proper equipment and food as well as managing the wait staff pool of over 50 persons, every employee plays a very important part in the success of the company. Over the years, Elizabeth has been committed to growing her company and her employees. In addition to always staying abreast of industry trends, one of Elizabeth’s biggest assets has been the hiring of consultants. She recalled, “While playing tennis in 1989, I met a wonderful man, Gerald Sill. He opened and managed the Warwick Hotel and was the founder, president, and chairman of Preferred Hotels Worldwide, an organization of 118 luxury hotels on four continents. With his heavy Hungarian accent, he told me, ‘Lizzy, you cannot afford to hire me but you cannot afford to not hire me because otherwise you won’t have a business in two years!’ So for 15 years, I met with Gerry once a

EDITORIALFEATURE

Silver Stone Events is a success by any measure and “Always Exceeding Your Clients’ Expectations” is the Key to that success. Photo by Gwen Juarez Photography

week and I wouldn’t be here today without his guidance and mentoring.” Elizabeth has always maintained the highest quality of food. The company’s success is based on Elizabeth’s vision of excellence and her belief that creating a positive client experience is the most important aspect of any event. “When asked to cater an event, our job is to make the client happy and create a wonderful, memorable experience for everyone,” stated Elizabeth.

parties for 10 people to elegant, seated dinners for 1,000 people as well as extravagant galas and corporate events. Their largest accomplishment so far has been the catering of four simultaneous events in four different cities with over 1,000 guests in attendance.

She elaborated, “Think about eating a wonderful meal at a really great restaurant with lousy service and then think about eating a reasonable meal with incredible service. You will go back to that restaurant every time. Why? Because they made you feel special. Exceptional service will overcome everything. Mistakes happen but it is how you handle it that determines if the client will continue to use you or not. Our job is to take care of people with excellence in everything that we do from start to finish and to make them feel special.”

Over the years, Silver Stone and Elizabeth have won many awards including being the runner up in the 2014 Chef of Chef Competition and a Gold Medal “IPPY” for the 2014 Independent Publisher Book Awards Contest for Elizabeth’s newly published book “An Invitation to Entertain.” So much more than a cookbook, it is about how to do in your home what Elizabeth has been doing for so long and how to take it and make it your own style. The book has provided new opportunities for Elizabeth including speaking on a national level and promoting her book. Elizabeth remarked, “I found I love to share my experiences with others and help them have the confidence to do it themselves while creating wonderful memories.”

As a full service catering and special events company serving Houston and surrounding communities, Silver Stone Events takes pride in creating extraordinary, unique events and providing first class service and custom culinary menus. The events range from small, intimate dinner

Elaborating more about the book, Elizabeth expressed, “The most important thing about making people feel special is how you greet them at the door when they come in. I tell this story when I speak - When you were getting ready to have three or four couples over for din-

ner, you went to put the laundry in the washer and you left the meat in the oven too long. It burnt, and like most people, you would start panicking. You would run to the door and your greeting would be something like you saying, ‘Sit down. I just burned the meat and I will be with you in ten minutes!’ The guest is now frantic and panicking for you. The alternative and preferred greeting would be, ‘Hi. Come in. Let me get you a glass of wine. Give me just one minute; make yourselves comfortable.’ Then you can go to the back and send your husband to the store to get you another piece of meat. You are not going to say anything and no one is going to know the difference.” Elizabeth continued, “Then, it’s an atmosphere that you create that is important. Things will go wrong in the kitchen but I always remember what Julia Child said, ‘Never apologize.’ When you greet your guests at the door and warmly welcome them, they automatically feel special the rest of the night. It is not about what you serve or what you serve it in that is important. It is about how you treat people that sets the tone and creates that special memory.” This is the motto that Elizabeth and her team adhere to. It’s all about finding a way to make others feel special and whipping up delightful, memorable experiences through food and outstanding service. [ AUGUST 2014 ] www.SBTMagazine.net 9

of Advice for a Business Owner

Elizabeth’s Best Words

1. Follow your dreams, stay focused, be passionate about what you do, and never give up. I had an employee tell me once,“The answer is always right before you; you just have to find it. You have to slow down long enough to look.” There were so many times I thought about giving up but I stay focused on my dreams and persevered. 2. Find a great attorney, find a great accountant, and find a great mentor or a consultant who can work for you and advise you. 3. Network, Network, Network! Always be out there making connections. It’s all about building relationships and connections. My daddy used to tell me, “It’s what you know first, but after what you know, it’s who you know.” It’s the connections you make that are going to lead to the next job, and lead to the next event, and lead to a friend of a friend to a friend who is going to bring you the next big job. 4. Customer appreciation is important. Let them know that they are special to you because without them you do not have a business. Write thank you notes; send small gifts of appreciation; or call to thank them for their business. Currently, we give each client an autographed copy of my newly published book “An Invitation to Entertain”. 5. Hire carefully. Spend a lot of time on the front side before you hire so that you can determine what the right fit is for your company. It is imperative to get the right people on your team. Having the right skill set is important but fitting in with your company team and culture is the most crucial. 6. Do not keep employees that don’t fit. It’s not about firing people; it’s about graduating them to find something that is a better fit for them. If the employee is not a good fit, move them on quickly. 7. Remember that your employees are on the front lines dealing with clients much more than you. Show your appreciation to your employees. Thank them for a job well done. Business can be very stressful at times. Take time in the office to share funny stories and laugh. An appreciated employee becomes a loyal employee who goes above and beyond to take care of your clients. Your employees are your internal clients and we must make them feel special, too. 8. Give back to the community and help people grow. My favorite charities involve children. For over 26 years, I have been involved with Covenant House Texas which is a shelter for runaway and throwaway kids. Most of these children have been living on the streets and they feel neglected and unloved. Something as simple as listening to their story and sharing with them another way to look at things can change their lives forever. Over the years, I have hired several Covenant House youth. It is an amazing feeling to know that you are participating in changing the life of someone and helping them grow into a productive citizen. 9. Treat everybody with respect and you will be respected. I strive to make sure that everyone who comes to work for Silver Stone Events leaves with a positive skill or knowledge that they did not have before they arrived. One of our jobs as business leaders is to grow people. Encourage, empower, and enlighten the people in your life. 10. Practicing professionalism, striving for excellence in all that we do, having an exemplary reputation, providing consistent communication, and adhering to the highest standards is something we always practice which results in long-term client satisfaction and loyalty. Provide first class service. Be extraordinary. Be memorable. Do the unexpected!

10 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

EDITORIALFEATURE

Are You Listening or a

Listener-In-Training? By Rita Santamaria

igh ranking military officers, surgeons, CEO’s, and people not accustomed to taking orders are not the best listeners, we are told. On the other hand, actors and athletes, for example, are good listeners as they are accustomed to being coached.

Some people do not listen because they just don’t want to. Others consider themselves multitaskers and believe they can do many different tasks at one time. In doing so, they’re unable to listen attentively because they are distracted by multiple activities taking place simultaneously.

Some people do not listen because they just don’t want to. Others consider themselves multitaskers and believe they can do many different tasks at one time. Here are some suggestions for being a listener-in-training:

• Be aware of listening to the speaker.

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• Prepare to listen by focusing on the speaker. Put other concerns or distractions out of your mind so you are not sidetracked. • Don’t doodle; don’t look at the computer screen; and don’t glance at your cell phone. These are behaviors that distract the listening process. They also send messages to the speaker that you are bored at best and not interested in the least.

»Continued on Page 35

EDITORIALFEATURE

Relationship Advice:

How to Develop a Realistic View of Love By Craig Klein, SalesNexus.com CEO

f you opened this article thinking you would learn how to improve your love life, you are going to be disappointed. The title was lifted from a Huffington Post article in August 2012. Relationships with a significant other are complex and difficult. Today’s business doesn’t have to suffer with the mystery of relationships because we have tools to make it possible to deepen relationships with our sales leads and customers. Here are a few facts driven by research about today’s buyers.

Sales Leads don’t think they need you

Most of your lead generation activity involves grabbing the attention of someone who does not currently know, like or trust you. Even the tried-and-true method of personal referrals involves a bit of research to be sure you deserve to be recommended. Skepticism runs rampant in the minds of those who make purchasing decisions. Nowhere is this skepticism stronger than in the B2B environment. The buying process has become complex and is taking more time. Often multiple layers of decision making are needed to result in a sale. The world of options is continually expanding, yet sales leads are likely to spend months on the internet before they will contact a sales person to help them. After they have done extensive

research, they either believe they already know it all – or – they want you to send them additional resources to make the decision. They demand resources without any sales presentation. They don’t want to hear your benefits.

from personalization. With today’s email marketing platforms, it is easy to personalize the messages sent. While the recipient is fully aware that the personalization is automated, we are all narcissistic enough to enjoy seeing our own name on emails.

Sales Leads demand relevant communication

Advanced personalization comes when everyone in the company has access to the CRM software. This is the most effective way to demonstrate that your customer is the center of your organization. Nothing frustrates a customer more than having to explain their needs to multiple people when a problem arises.

Your future customers expect you to communicate only information that is relevant to them. We have already talked about the aversion to sales pitches. The sales lead expects you to deliver only information that is specific to their needs. Delivering on this type of expectation is not easy. In fact, it is virtually impossible to manage this expectation without the help of a CRM (Customer Relationship Manager). With the leverage of data in your online CRM, you can segment your messages to reach a specific target audience. When someone within a narrow target area becomes a sales lead, be ready with relevant materials that they will find useful. With the right mix of CRM technology, carefully crafted strategy and highly developed skills, a relationship with sales leads becomes beneficial to everyone.

Sales Leads expect personalization

Each touch-point in the relationship with sales leads benefits

When everyone in the organization can pull up the customer’s record to see what has been purchased and when…plus all the interactions with them, the customer feels that you are invested in the relationship. It is meaningful to them. It makes them feel valued and it increases the chance that they will share your content with others. A deep relationship with sales leads and customers is not about gushy warm feelings. It is about sales growth and increased ROI. Implement these strategies and see your profits (and love from your customers) soar. Craig is the founder of SalesNexus.com, a leading provider of CRM, Email Marketing and Lead Generation solutions to business 2 business sales teams. [ AUGUST 2014 ] www.SBTMagazine.net 13

EDITORIALFEATURE

City of Houston’s

“Hire Houston First” Program By Annise D. Parker, Mayor of the City of Houston

he City of Houston spends billions of dollars to maintain and improve the City’s infrastructure and also provide vital public services. Ensuring that local companies, the life blood of our economy, have the opportunity to compete for city contracts has been a priority of my administration. In the fall of 2011, my administration implemented “Hire Houston First”, a local preference program that provides contracting opportunities for home-grown businesses. There is a domino impact on the local economy that far exceeds the direct benefits experienced by the companies that are winning city contracts. It keeps your tax dollars working locally to generate jobs and pay for the purchase of goods and services. There are currently more than 1,300 Hire Houston First designated companies. This is your opportunity to get answers to some of your questions about the program.

What does “Hire Houston First” mean?

In order to qualify, companies must meet at least one of two requirements: • The company must be headquartered within Houston’s corporate city limits or within the 10 local counties of Harris, Brazoria, Chambers, Fort Bend, Galveston, Liberty, Montgomery, Waller, Austin, and San Jacinto. OR • The company must have 20 percent or more of its workforce and a substantial part of its operations within the city limits or the ten counties.

There are currently more than 1,300 Hire Houston First designated companies. This is your opportunity to get answers to some of your questions about the program. How is “Hire Houston First” implemented in the City of Houston’s procurement process?

Generally, “Hire Houston First” allows the award of a contract under $100,000 to a local firm if the local firm’s price is within five percent of the lowest bid from a company that is not designated as a “Hire Houston First” company. For contracts exceeding $100,000, there can be no more than a three percent difference between the non-designated “Hire Houston First” company’s bid and the next highest offer from a “Hire Houston First” vendor.

Has the Program Been Successful?

Last month, the City of Houston’s Office of Business Opportunity released the “Hire Houston First Progress Report” which details the program’s success during the reporting period of October 2011 through December 2013. It was assumed that the designation would be necessary to give local companies a fair opportunity during the procurement process, but we have found that Houston companies are competitive without using their “Hire Houston First” designation.

Highlights from the report include:

• More than $1 billion dollars of City business has been awarded to “Hire Houston First” firms.

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• More than 1,300 companies have been designated as “Hire Houston First”, of which 424 have won city contracts. • “Hire Houston First” companies support approximately 20,000 jobs in the Houston region. • More than 50 “Hire Houston First” firms had never before secured a contract before their “Hire Houston First” designation. • These companies collectively employ nearly 20,000 employees right here in Houston. To view the full report, visit www.houstontx.gov/obo and click on the “OBO Reports” tab.

Should I Apply?

Even if you are not currently doing business with the City or have no plans to do so, you can apply and become a “Hire Houston First” designated company. Visit www.houstontx.gov/obo and click on “Hire Houston First”. The application is free and can be completed online. If you have any questions, please contact the Office of Business Opportunity at 832-393-0600.

Serving since January 2, 2010, Annise D. Parker has been elected as the Mayor of Houston three times. She is Houston’s 61st Mayor and one of only two women to hold the City’s highest elected office. In 2010, Time Magazine named Mayor Parker one the 100 most influential people in the world. Mayor Annise Parker is a Steering Committee Member of the C40 Cities Climate Leadership Group and serves on President Barack Obama’s State, Local, and Tribal Leaders Task Force on Climate Preparedness and Resilience. She is also on the advisory board of Small Business Today Magazine. For more information, go to www.houstontx.gov/mayor/.

EDITORIALFEATURE

Differences between U.S. and

East Asian Business Cultures By Ludmila (Mila) Rusakova Golovine

ast Asia is one of the largest markets in the world. Countries like China, Japan, South Korea, and Taiwan all have rapidly growing and expanding economies with over a billion consumers. Since the 1950s, these countries have experienced significant economic growth, dwarfing most other economies. In terms of Gross Domestic Product (GDP), China is second in the world only to the United States while Japan is third. Many economists predict that China will eventually unseat the United States as the leading economic power. Meanwhile, both South Korea and Taiwan have been named part of the “Asian Tigers,” a laudatory appellation for their consistent annual 7% GDP growth between the 1960s and 1990s, ultimately making them economic powerhouses in their own right. Consequently, these countries are some of the most attractive targets for long-term global investment and trade. Although their success has put them on par with the Western world, it is important to note that their mentality and business etiquette are quite different in comparison. This reality must be taken into consideration by anyone wishing to do business in this area of the world. One important difference between East and West is formality. The trend in American culture is to break down formality. This phenomenon is obviously a result of democratic and egalitarian values instituted after the American Revolution in which social equality was promoted and class divisions were broken down. This has not been the case in East Asia. A cursory examination of business negotiations demonstrates this quite well in an American business negotiation. Subordinates are given more latitude as to what

extent they can express their own opinions or even disagree with their chairperson. Quite simply, this does not occur in the Asian context. Whether the business delegation is Japanese, Chinese, Taiwanese, or Korean, the delegation will have a chairperson to whom everyone will defer. Very often, only the chairperson will speak or will delegate only one subordinate to be the spokesperson. The other members of the delegation will remain silent and most certainly will not disagree with the chairperson. Forms of address are an important part of formality. In American business, there is the tendency to employ the first name very soon after meeting a business counterpart. In Asia, this is rude unless permission is given and usually this will take time. Up to that point, the person’s last name and “Mr.” or “Mrs.” should always be used. Titles are also important. If someone’s position is known then it should be referred to out of respect. For example, if “Mr. Li” is the chairman of his company then he should be addressed as such. In the Japanese context, if a person has a PhD then he/she has the honorific title of “sensei” which means teacher and should always be employed after the person’s last name. The separation between business and personal relationships is also very different. In American English, there is a saying, “Friends are friends and business is business.” Americans are very adept at putting aside personal differences or unpleasant situations in order to get the job done or close a deal. East Asians do not think this way. For them, the relationship between business partners is more important than any business deal. This situation causes no end to frustration for Americans seeking

business ventures in East Asia due to the fact that their Asian counterparts postpone discussing real business until they have a sense of whom they are dealing with. Getting to know one’s potential business partner is a long and time-consuming process in East Asia; a process to which Americans are not accustomed. Similarly, it is important to note that very often business and social outings go hand in hand in East Asia. This is a continuation of the business relationship. Business dinners occur quite frequently and usually alcohol is involved. While alcohol carries somewhat of a stigma in American culture, it is not viewed negatively in this area of the world. If an American is offered alcohol and refuses, it could be considered rude. Consequently, the American should explain that drinking is forbidden for medical reasons or she/he can accept the drink and merely leave it on the table. This strategy helps maintain the harmony of the relationship. While the differences in mentality and business etiquette between American and East Asian cultures are quite considerable, they are not insurmountable. The most important concept is to approach a culture without any preconceived notions. If you can keep an open mind and deal with every situation calmly, usually everything will work out smoothly.

As a graduate of the Wolff Center for Entrepreneurship at the University of Houston, Ludmila (Mila) Rusakova Golovine, Founder, CEO, and President of MasterWord Services, Inc., started her company with a vision of seamlessly connecting people across any language, any time, and any culture. Mila can be reached by email at mgolovine@masterword.com, by phone at 281-5890810, or visit her website at www.masterword.com. [ AUGUST 2014 ] www.SBTMagazine.net 15

EDITORIALFEATURE

Lessons Learned from

60s Band The Monkees By Hank Moore, Corporate Strategist™

he recent death of Davy Jones fostered a fond remembrance of the band The Monkees and a discussion of 1960s cultural influences. Interestingly enough, many lessons can be learned from The Monkees and can be applied to business success. After the Beatles appeared on the Ed Sullivan Show in 1964, Hollywood responded by putting together a group of actors to play a Beatles type teenage pop group. The Monkees was primarily a TV sitcom that starred Michael Nesmith, Davy Jones, Mickey Dolenz, and Peter Tork. The songs were written by Tommy Boyce, Bobby Hart, Neil Diamond, Carole King, John Stewart, and other top talents. The recordings featured studio musicians. The Monkees acted in the sitcom and lip-synced two songs per episode, one of them done in a new, original format as a music video. Once The Monkees debuted on NBCTV, they were an instant hit. The TV show spawned concert tours and The Monkees had to learn to play the musical instruments. There were guest shots, product tie-ins, merchandising, and Monkees fan clubs. All this activity jelled with The Monkees and it became the prototype for other pop acts packaged as big business. Even though The Monkees lasted only two seasons on NBC-TV, there were recordings and concert tours that outlasted the series.

Now to tie in The Monkees to business lessons, there are four basic kinds of companies: 1. Those that created the original concept. The people who created the

The Monkees were that rare business enterprise that applied to all four categories of business. Then there are the dynamics of casting the right actors to play the right parts. Most musical groups came together by happenstance, many playing good music but not possessing charm and charisma. The same is true for companies. widget then proceed to run the widget manufacturing and distribution enterprise. The Monkees were a spoof of The Beatles who created the widget. Yet, The Monkees created the music video component and the laughter-friendly audience acceptance of what was formerly misunderstood. 2. Companies that take someone else’s concepts, perfect them, and deliver them to new and different marketplaces. The Monkees went into living rooms. Parents saw them as “sons” when they were more leery of The Rolling Stones, The Animals, The Doors, and other rock groups. The Monkees reached wider audiences, thus priming the pump for other comparable sitcoms.

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3. Companies with a short life in the marketplace. They are nurtured as assets to be expanded in other directions, flipped to other sellers, or taken to other levels. Though they only ran two seasons,“The Monkees” has been rerun ever since. They turned up on cable TV, VHS tapes, and DVD box sets. Remarketed music sets continued to sell on records, tapes, CDs, and Internet downloads. The Monkees’ two-year stint in the original market has extended to 45 years in the after-market. 4. Companies that team with others, creating a synergy and diversified holding that individual players could not achieve on their own. This embodies the most important dynamic of modern business: Collaborations, Partnering, and Joint Venturing. The Monkees led to Michael Nesmith’s video “Elephant Parts” which led to MTV music videos. Many TV shows (comedies and dramas) have since incorporated music video inserts. The Monkees money helped bankroll Woodstock and music videos by other artists. The Monkees were that rare business enterprise that applied to all four categories of business. Then there are the dynamics of casting the right actors to play the right parts. Most musical groups came together by happenstance, many playing good music but not possessing charm and charisma. The same is true for companies. One often wonders where those people came from, why they cannot work toward common goals. and why they are

EDITORIALFEATURE

not team members. Well-cast entertainment ensembles serve to entertain the audiences. Well chosen, trained, and nurtured business talent will produce better widgets, run better widget organizations and optimally serve the needs of the widget customers. They also stand for higher standards of quality and aspire to grow the business as a cohesive team.

7 Levels of the Longevity of Companies -

1. They stick around by default. Some companies are “one hit wonders”. They have limited utility and don’t have what it takes to go the distance. They live short lives because that’s all they’ve got in them. 2. They are needed for particular niche. They don’t try to be all things to all people. They have a specialized market.

3. They show promise to develop into a longevity company. They made an effort to justify their niche not just fill it by default. They take pride in being the best in their area of expertise. They do business with other quality-oriented companies. 4. They have time-tested products and processes. They are good and plan to get better. 5. They’re willing to do things necessary for growth. Products and processes only represent one-third of a company’s picture. Growth companies take risks and address the other two-thirds on a regular, systematic basis. 6. They have earned respect by being innovative, having a commitment to continuous quality improvement,

looking outward rather than focusing all resources internally, and viewing their products, processes, and people as a holistic organization. 7. They make contributions beyond the bottom line. They understand other reasons for being in business than just the dollars. They make healthy profits while creating the best products, being a learning organization, setting/ upholding standards, and continuing to justify leadership position. Alas, The Monkees are a thoughtful study on better ways to conduct business. Hank Moore has advised over 5,000 client organizations including public sector agencies, small businesses, non-profit organizations, and 100 of the Fortune 500. Contact Hank by phone at 713-668-0664, by email at hankmoore4218@sbcglobal.net, or visit his website at www.hankmoore.com.

[ AUGUST 2014 ] www.SBTMagazine.net 17

EDITORIALFEATURE

How to Assert Yourself without

Alienating Clients or Employees By Aaron Kaplan

sking for what you want and setting boundaries around what you don’t want is a key life skill. But sometimes in our enthusiasm to practice this skill, we overdo our own assertiveness and end up with a potential client, customer, or employee who shuts down, gets angry, or feels resentful. Here are four tips for developing your assertiveness in a way that will actually strengthen, deepen, and enrich your professional (and even personal) relationships, thus avoiding the “alienation trap”:

1. Get Clear

Being assertive starts with knowing what you are and aren’t willing to be, do, or have. For many of us, coming to this knowledge is a real task unto itself. Here, it may be useful to ask, “In an ideal world, what would I like to happen?” Focusing on an ideal outcome opens our minds, prevents us from falling into passivity or “victim-thinking,” and helps us get really clear on what we want and don’t want.

2. Set Boundaries

Once you know what outcome you need (or want), share it. Pay attention to the way stating your boundary feels in your body. With practice, you can actually sense when you’re hitting the “sweet spot.” It can feel really pleasurable, even exhilarating, to express your needs or desires out loud. Phrases like “such and such doesn’t work for me” are simple ways of being assertive while maintaining a connection with your client or employee.

If an employee, customer, or client isn’t respecting your boundaries even though you’ve set them clearly, it may be time to reevaluate practice and for others to hear. Also, when bigger issues come along, you and your employees, clients, or customers will have a healthy process in place for dealing with differences in needs and you’ll have greater confidence in the resilience of your relationship.

4. Give as Much as You Get

Assertiveness is a two-way street. If you want your boundaries to be respected, you must return the courtesy to others. If you want employees to take care of certain tasks or errands, just make a simple request and ask them when they can realistically get them accomplished. If a client or customer asks you to give them a little extra attention, respect that if at all possible. When it comes to following through on someone’s reasonable request, actions really do speak louder than words. If an employee, customer, or client isn’t respecting your boundaries even though you’ve set them clearly, it may be time to reevaluate your relationship with this individual and decide whether it is truly worth keeping this individual on as a client, customer, or employee.

3. Make a Regular Habit of Stating Your Needs and Desires

You can build your assertiveness the same way you build any muscle - exercise. Practice speaking about your needs on a daily basis regardless if they are big or small. When you speak about things that are less controversial, both you and your customers and employees get used to your assertiveness. It becomes easier for you to

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Aaron Kaplan, Founder/Director of the Kaplan Project LLC, can be reached by phone at 832-831-9451, by email at AKaplan@thekaplanproject.com, or visit his website at www. thekaplanprojectcoaching.com.

EDITORIALFEATURE

Your Next Step

How to Take the CHILL Out of Cold Calls (Part 2) By Jack Warkenthien, CEO of NextStep Solutions

You Never Get a Second Chance at a First Impression

hether it’s the first thirty seconds of your telephone sales call or the first five seconds of your faceto-face sales meeting, you have already sent a compelling “message” to the other party. That’s either good news or bad news for you. Just know that for the remainder of your engagement your customer will be constantly justifying their initial opinion of you. Does this scare you or does this excite you?

Sun Tzu, in his book, “The Art of War”, states, “Every battle is won before it’s ever fought”. Said another way, by virtue of you making cold calls at all--learning from my last month’s article that 80% of B2B decision-makers will never buy as a result of one--you’re sending a power signal. Cold calls communicate the following: • You have nothing else to do. • No qualified candidates want to do business with you. • You’re desperate. Alas, there’s an antidote to this perception and it totally “melts” a cold call.

Have a Purpose for Every “Touch”

Put yourself in the shoes of your target. How do you feel when the other party calls you at your residence or your place of business and invites you to a “Launch Party” where you’ll meet dozens of stimulating, successful business professionals? Makes you feel good to get invited, yes? What are your thoughts about a person who walks into your office with a plate of fresh-baked chocolate chip cookies and invites you to an “Office Lunch” in the first floor Conference Room? In both scenarios, there was a crystal-clear purpose of each touch and you

chose to accept or decline the invitation. Both the phone call and office visit were cold calls, per se, since you had no prior relationship with either party. The difference: PURPOSE. Invest (don’t spend) your time in advance by crafting a meaningful purpose for each of your touches and your effectiveness will soar in terms of getting to the next step in your selling process. There’s one strategy today that brings purpose to your calls, leverages your precious sales minutes, and compresses the selling process more than most anything at all. Want to know what it is? I’ll give you a hint: ONE-ON-MANY. If you’re trying to recruit new insurance agents for New York Life, you have two alternatives: 1. Find a list of qualified Producers and start smilin’ and dialin’. How many calls will you have to make before one of them says, “Yeah, I’d like to hear the New York Life story. Please book an interview for me”. The answer: Very likely hundreds! 2. Now, contrast this to a different campaign, the New York Life “Path to Partnership” lunch. At this event, a Partner from the local agency will share the explosive growth in the Houston area, and he’s seeking the BEST Producers in the industry to qualify for their expedited Path to Partnership to keep up with the leadership demands of their office. If you were a Producer, working for an Independent Insurance Agency with no chance of a Partnership, would you be enticed with the offer for a free lunch, AND a chance to see if this career path is for you? If you’re smart you would. Now, back to you on the phone, when you call with an offer for a lunch, is this an easier “sell” for you? I hope so. New

20 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

York Life likes the fact that there are a dozen recruiting Candidates in the room at the same time, and they need make only one pitch for many. Get it?

I Have an Idea

These are Four KEY WORDS that precede many meaningful conversations. I’m talking about the approach that allows you to fly by “The Gatekeeper” and land on the desk of “Mr(s) Decision-Maker”. Why? Because you’re not selling anything! No, no, no. You’re merely stating, “I have an idea for Mrs. Big, and I’d like to get her feedback on it”. “Whew”, says the gatekeeper. “For a minute there, I thought they were trying to sell something!” Do you see the difference? Who would turn down the opportunity to receive an idea with no cost or obligation that may help me grow my business or improve my life? Of course, in order to enjoy the benefits of YOUR idea, she’ll have to buy your product, service, solution, or opinion. Try this in your sales efforts. Next time you meet someone at a networking event, try this - Have an Idea Exchange, your idea for theirs. Regardless of what happens, two new ideas were introduced into the Universe and who knows what can happen from here? Next month, in Part 3 of our series of “Taking the CHILL out of Cold Calls”, I’ll introduce you to a strategy that rewards persistence, perseverance, and tenacity. In fact, we’ll call upon a baseball axiom that’s as true in sales as it is in business. Stay tuned. Jack Warkenthien, CEO, NextStep Solutions, can be contacted by email at www.jwarkenthien@nextstep-solutions.com or call him at 832-344-6998. You can also visit his website at www.nextstep-solutions.com.

EDITORIALFEATURE

Stress Less

to Live a Balanced Life By Dr. John Demartini

ith the hustle and bustle and intensity of life today, it’s almost irrational to believe that getting through a day without some form of stress is possible. Stress affects all seven areas of life: Spiritual, mental, vocational, financial, family, social, and physical. So, what can we do to moderate the immediate and long-term effects of this inevitable life-affecting feeling of stress? First of all, it’s important to clearly define stress. Since change is inevitable, we can define stress as the inability to adapt to an ever-changing environment. The source of our perceptions and response to stress is rooted deeply in our inner ecology and biology and relates to earlier predator and prey dynamics. Either we fear the loss of something we require for sustenance (prey) or we feel fear of the gain of something that will interfere with or jeopardize our survival (predator).

Each of us has a unique set of values; things that are most important and highest on our list of priorities down to things that are lower on our list of values or priorities. Predator and prey can be explained as becoming vulnerable and gullible; “prey” to that which supports our highest values and skeptical and invulnerable; “predators” to that which challenges them. Our hierarchy of values (what’s most important to least important in our lives) literally dictates the way we perceive our world, make decisions in it, and acts upon it which therefore governs our destinies and our adaptability to changing environments and stress levels. This is the nature of the predator-prey food chain within all living ecosystems which includes our own. We maximally grow and develop at the border of support and challenge. This has been biologically demonstrated in every species including our own. We have something that supports us which is the food the prey that we eat. We have something that challenges us - the predator that keeps us on our toes. We must have a balance of both in order to continue to grow, adapt, and maximally evolve as a species. Therefore, we require both support and challenge in order to adapt to our ever transforming environment. When we have difficulties adapting, we feel stress. Our infatuations occur when we perceive more support than challenge from a specific source and distress occurs when we experience the fear of loss of that source. When our values are supported, our dopamine and oxytocin levels are elevated in our

brains. Our infatuations are actually forms of addiction to these elevated brain chemicals. Conversely, our resentment occurs when we perceive more challenge than support and the subsequent distress is a fear of the gain of the source of resentment. Both our infatuations and resentments take up space and time in our minds which distract and cloud our thinking. It’s imperative to neutralize the intensity of these in order to gain a balanced and poised state of mind and being. The stronger our infatuations and/or resentments, the harder it is for us to adapt and the more chaotic our minds become. In Buddhism, these two poles were called attachments, but they can alternatively be termed likes and dislikes. The stronger these attachments are, the more distressed our lives become. Knowing how to calm down those attractive and repulsive emotions can reduce their effects. Stress is actually a feedback mechanism to help us to be more authentic, productive, and inspired or more balanced or poised with our perceptions. Infatuations and/or resentments can occur in any of the seven areas of our lives and can be connected to anything that is perceived as offering more challenge than support or more support than challenge including business deals, relationships, family situations, and fantasies of anything that is unrealistic. In addition, a valuable exercise is to write down at the end of each day what we learned, what we accomplished, and what we have experienced that we can be grateful for. The more gratitude we have in our hearts, the more events we will be given to be grateful for. We all deserve to have balance and this can be achieved quite easily by asking quality questions and not allowing our emotions and misperceptions to cloud our minds and unnecessarily distress our lives.

In addition to being an internationally published author, Dr. John Demartini is an educator, business consultant, and a human behavior specialist. Contact Dr. Demartini by email at info@DrDemartini.co.za or visit his website at www.DrDemartini. com. To download a free Value Determination Process Workbook, please visit www. DrDemartini.com/pm_determine_your_values. [ AUGUST 2014 ] www.SBTMagazine.net 21

EDITORIALFEATURE

Getting Organized

Email Management By Holly Uverity, CPO®, Office Organizers

echnology was supposed to make our business lives easier, less stressful, and more productive. With the advent of smartphones, the opposite has happened and our business lives have bled into our personal lives. No longer do we work 40 or even 50 hours a week; because we have access to information 24/7, we’re working 24/7. Conventional wisdom used to say that you need to stay connected to your clients, to your industry, and even to your competitors in order to stay ahead. We believed that the immediacy of email would allow us to accomplish more in less time and work “smarter, not harder”. Conventional wisdom, as it turns out, wasn’t so wise. Business people whose inboxes are overrun with email now recognize that it’s not the liberating force it was touted to be and is, in fact, their jailer. It can keep people tied to their gadgets and isolated from their families and friends. While email is truly a wonder and allows us to connect in ways never before thought of, it’s important to remember that it is only another tool to be managed correctly. Managing your email is actually pretty simple; it’s just a matter of shifting how you perceive it and how you interact with it. Remember, you’re in charge.

Business people whose inboxes are overrun with email now recognize that it’s not the liberating force it was touted to be and is, in fact, their jailer. method of delivery. Simply because you can answer immediately doesn’t mean you should. • Resist the urge to check your email first thing in the morning; give yourself anywhere from 30-60 minutes of “email free” time each morning. Focus instead on being proactive and taking care of something that’s on your To Do list. • Decide to make a decision; making daily decisions about where your emails go and how you’re going to manage them keeps them from stacking up in your inbox. Decide to check your emails at certain times of the day only; decide to create rules to divert specific emails to folders; decide to unsubscribe to ezines and newsletters you don’t read.

• Say what you need; create subject lines that have meaning. Tell your recipients what you need or don’t need in the subject line. Agree on standard• Disregard the method of delivery; ized verbiage such as “FYI Only”, “Actreat your email as if it came to you via tion Required”, or “Response Needed interoffice mail and not electronicalby August 15, 2014”. ly. The method of delivery is not important, it’s the information you need, • Delete the email from your inbox so respond to the information aponce it has been handled. If you need propriately and don’t respond to the to keep it for a reference, move it to

Here are some guidelines to get you started in the right direction:

22 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

another email folder or save it in another format in the appropriate folder on your computer. If you print the email, file the paper and delete the email. • Sort your emails by sender, by date, or by topic to make it easier to work through them. Change the subject line of an email to reflect what you need to do. If there are emails in your inbox that require your action, add the word “Action” to the beginning of the subject line of each of those emails and then sort by subject. All your “Action” emails will then be together. • Use the FAT System® on a daily basis. There are only three things you can do with any piece of information that comes into your office – File it, Act on it, or Toss it. Use this FAT System® to methodically clear out the e-clutter each day. • Be a part of the solution and not a part of the problem. No one likes an inbox filled with jokes,YouTube videos, and political tirades. Don’t forward those types of emails to your friends and ask that they not forward them to you. Alternatively, you can set up a separate email account to receive personal emails so they don’t clutter your work inbox. Office Organizers, founded in 1993 by Holly Uverity, is The Entrepreneur’s Organizer. They work with business people to create solutions for their organizational challenges. You can contact them by phone at 281-655-5022 or visit them on the web at www.OfficeOrganizers.com. “Like” them on Facebook at www. fb.com/OfficeOrganizers.

EDITORIALFEATURE

The Price of Success By three-time Olympian, Ruben Gonzalez

verage people expect their dreams and goals to fall into their lap. They are not willing to inconvenience themselves for their dreams. They refuse to do anything outside their comfort zone to reach their dreams. They don’t stand for anything; they don’t commit to anything; and they just drift through life. That’s why they are average because they are not willing to do what successful people are willing to do. Consequently, they don’t live life, they merely exist. They just take up space. In order to succeed in life, you have to be willing to inconvenience yourself in a big way. You have to be willing to commit to yourself and to your dream. You have to be willing to face your fears and do some things that are very uncomfortable. You have to be willing to do the things average people are not willing to do. You see, success is not about aptitude. It’s about attitude. It’s about having the attitude that you are willing to do whatever it takes to get the job done. General William Westmoreland was once reviewing a platoon of paratroopers in Vietnam. As he went down the line, he asked each of them a question: “How do you like jumping, son?” “Love it, sir!” was the first answer. “How do you like jumping?” he asked the next. “The greatest experience in my life, sir!” exclaimed the paratrooper. “How do you like jumping?” he asked the third. “I hate it, sir,” he replied. “Then why do you do it?” asked Westmoreland. “Because I want to be around guys who love to jump.” Yeah! That guy had the right attitude! One day, I was talking with Rudy Ruettiger, the inspiration behind the movie, “Rudy,” and I mentioned that I didn’t like the luge. I told Rudy that I competed in the luge because it was my vehicle to the Olympics. Rudy got a kick out of that.Then, he told me; “I never liked football. My

The price of success is big but the price of regret that comes from not pursuing your dream is a hundred times bigger. dream was to be part of the Notre Dame Tradition and I saw football as a way to do that!” Sometimes you have to do things you don’t like to do in order to get where you want to go. The paratrooper was willing to jump out of airplanes so he could hang around people who loved to jump. I was willing to hurl myself down the ice in order to compete in the Olympics. Rudy was willing to get beat up in the football field in order to get to be a part of the Notre Dame tradition. How about you? Is there something that’s been holding you back from your dream? Is there something that’s been keeping you from taking action? Don’t let anything keep you from your dream. I guarantee you that the feeling you experience, once you realize your dreams and aspirations, will make the price you paid feel worthwhile. The price of success is big but the price of regret that comes from not pursuing your dream is a hundred times bigger. Make a decision that you will do whatever it takes to realize your goals and dreams and make your life an adventure. Ruben Gonzalez is an award-winning keynote speaker and the author of the critically acclaimed book, “The Courage to Succeed.” His experiences as a three-time Olympian and as the owner of two businesses give him a unique perspective on how to conquer the corporate struggles of today. For his free 10-Part Success eCourse, visit www.StartWinningMore.com or contact him at 832-689-8282. [ AUGUST 2014 ] www.SBTMagazine.net 23

EDITORIALFEATURE

GPS for Phenomenal Success By Howard Partridge

ave you ever used a GPS (Global Positioning System)? Of course you have. GPS is used by many to get from “here to there” these days. When I started my business almost 30 years ago, we used something called a “map,” and it was made of this interesting material called paper!

But today, we simply get out our smart phones and it gives you turn-by-turn directions to get you to your destination. Do you know where you want to go? Are you clear about where you want to go in life and in business? And more importantly, do you really know where you are now? The first thing a GPS does is determine where you are. In addition, it is the first step toward getting you where you want to go. One of the biggest weaknesses one can have is not being able to accurately assess where they presently are. Let’s say you want to go to your favorite spot in Florida but you have been blindfolded, driven around for hours, and dropped off by the side of an unmarked road. Unless you know where you are, you can’t get to Florida. The GPS picks up where you are. Then you can type in the location in Florida and it will give you step-by-step directions to get there.

GPS - Goals, Plans, Systems

G is for Goals. Without clearly defined goals, you will never know where you are going or if and when you will get there. You must have clearly defined life goals and business goals. They must be written down. They must be yours. They must be meaningful to you. They must be specific and measurable. P is for Plans. You need a map. Would you try to go somewhere you’ve never been without a map? You need to have a simple business plan that includes your business goals, your mission, a 12-month budget, and a marketing plan. It sounds like a lot but it can be really simple. It is vital that you create a really good map and follow it closely. 24 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

S is for Systems. You must choose what vehicles you will use on this amazing and exceedingly important journey. Your business is a vehicle, and like any vehicle, it has a number of systems that work together to operate it. A bicycle has the wheel system - the gears, the frame, the braking, and steering systems all work together as a system. An automobile has a number of systems such as the combustion system, the drive-train system, and the steering system that work together. A Boeing 747 aircraft has many systems that work together and can take a lot of people a long way!

There are five systems of a business that make up the vehicle necessary to get you where you want to go and help you stay there: 1. Marketing – Everything you do to attract prospects. 2. Sales – Everything you do to convert prospects into customers. 3. Operations – Everything you do to serve your customers, clients, patients, or guests. 4. Administration – Everything you do to track the numbers. 5. Leadership – Everything you do to guide your business. The stronger the systems, the smoother they work together and the better your trip will be. It’s no fun running out of gas or breaking down on the side of the road! It’s no fun having to rely on a vehicle that is falling apart, which is the case for many small businesses. So, set your Goals. Develop your Plan. And build Systems in your business.

Howard Partridge, President of Phenomenal Products, Inc., is the author of 7 Secrets of a Phenomenal L.I.F.E. and 5 Secrets of a Phenomenal Business.You can contact Howard by phone at 281-634-0404 or visit his website at www.HowardPartridge.com.

EDITORIALFEATURE

Financing Single-Purpose,

Small Business Real Estate By Bruce Hurta

mall business owners sometimes face challenges with financing single-purpose (or special-purpose) real estate from which they operate their businesses. The reason is because of the limits a special purpose design places on the marketability and value for the lender in the instance of a foreclosure on the property. Because collateral is offered by a borrower to enhance the lender’s chance of recovery on the loan if the borrower defaults on payments, marketability of the collateral can detract from the quality of the loan application for the lender’s approval. The SBA government-guaranteed loan program for small businesses is a suitable alternative for small businesses seeking the best financing for their small business property. Because an SBA loan is classified as a business loan, rather than a real estate loan, the lender tends to rely more upon the financial performance of the business and the credentials of its owners than it relies upon the value of the collateral. The U.S. Small Business Administration makes it very clear that the SBA loan program is not a collateral-driven loan program. While offering valuable collateral is helpful in gaining approval for an SBA loan, collateral is not always required to approve an SBA loan.

Examples of single or special purpose properties include, but are not limited to the following: • Hotels • Preschool and child daycare facilities • Gas stations, truck stops, and convenience stores • Restaurants • Car washes • Assisted living and nursing facilities • Skating, bowling, and other entertainment venues

This condition, among other challenges faced by small business borrowers, is one of the reasons the SBA government-guaranteed loan program exists. The partial government guaranty, which the lender receives for originating an SBA loan, allows the lender to assume more risk in the transaction. As you can see from this short list of specialized facilities, they are designed to primarily accommodate only one type of business. For another type of business to operate there, additional construction costs and expenses would be required to modify the facility. Potential buyers, in the case of a foreclosure, would be limited by this condition. As a result, some banks and other types of lenders will require higher down payments and stricter underwriting guidelines for financing special purpose properties. This condition, among other challenges faced by small business borrowers, is one of the reasons the SBA government-guaranteed loan program exists. The partial government guaranty, which the lender receives for originating an SBA loan, allows the lender to assume more risk in the transaction. As a result, SBA loans provide lower down payments, longer repayment terms, and easier qualifying criteria than conventional bank loans. The small business owner, who might have been precluded from real estate ownership due to more restrictive guidelines for single-purpose properties,

26 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

is often now able to enjoy the benefits of small business real estate ownership. Those benefits can include: • Eliminating business risk caused by future rent increases or non-renewal of a lease • Owning improvements made to the property rather than giving them to the landlord • The opportunity to build equity in an asset over time by paying down the principal balance on the SBA loan and realizing market increases in the value of the property • The possibility for future rental income if the business is sold and the real estate is retained

In the final analysis, an SBA loan will be approved based upon evaluating the following five criteria: • Business cash flow • Business owners management experience • Business and owners credit record • Amount of owners’ equity in the business • Collateral offered for the loan With an SBA real estate loan, the four offsetting factors above help mitigate the risk of taking special purpose real estate as collateral, and these four criteria can help the SBA lender accomplish loans which conventional bank lenders might not be able to offer. You can learn more about SBA lending and small business finance on Bruce’s blog at brucehurta.wordpress.com. For more information about SBA real estate loans for small businesses, contact Bruce Hurta, Business Lending Manager at Members Choice Credit Union, at 281-384-2595 or by email at bhurta@ mccu.com.

EDITORIALFEATURE

Why Civic

Engagement Matters By Aimee Woodall

idden in the recesses of almost every PR plan is a teeny-weeny line dedicated to “interacting with the government.” Most of the time, we’re all pretty vague about including government in our strategies, leaving most interactions to spur-of-the-moment, hopon-the-train-and-ride campaigns. Unless a cause or initiative comes to light that we just have to support, we tend to focus on wooing key, buying audiences and target media. Because what can public institutions really do to help our bottom-line? Well, we’re here to tell you that the government can contribute a WHOLE LOT. Incorporating these three civic engagement ideas into your PR planning process can elevate your brand, help you reach new audiences, and provide a slew of resources that you never even knew existed.

1. Form relationships with city officials.

From council members to commissioners to public liaisons, you should engage every person who is relevant to your mission or programming. Go ahead; email them; meet them at public events; or invite them to coffee. They’re people just like you — people who want businesses to succeed and communities to thrive. And if they’re elected officials, it’s kind of their job to listen to your ideas and concerns. When you tell them about the partnership you’ve been dreaming of, we can bet they’ll get just as amped up as you and bring in a whole host of resources such as money, man-power, and connections that will convert your thoughts into actions. For example: Each council member has a webpage where you can request for them to speak at an event. You should definitely invite your council member to your next

3. Utilize the city’s FREE resources.

Well, we’re here to tell you that the government can contribute a WHOLE LOT. Incorporating these three civic engagement ideas into your PR planning process can elevate your brand, help you reach new audiences, and provide a slew of resources that you never even knew existed. luncheon or fundraiser for an empowering touch. We suggest going one-step further, by inviting them out to chat about their initiatives and goals after your event — opening you up to opportunities to work together in the future.

2. Advocate for causes you believe in.

Get behind a bullhorn, a public session podium, or a blog to tell the world what’s up. When you take a side, you open yourself up to a new set of supporters and potential customers who were waiting for someone else to say what they were thinking. Not only will you draw in new audiences through advocacy, you’ll also create more opportunities to get those retweets, media placements, and website hits you’ve wanted oh-so-badly for oh-so-long. For example: Houston’s Public Sessions are open for your comments. You just call the City Secretary’s office and give your name, address, and topic of discussion. Then, you’ll be all set for a one to three minute time slot to voice your opinions.

28 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

Thanks to the Freedom of Information Act, our cities are BURSTING with information. City websites are required to show you everything including calendars, press releases, meeting minutes, public access shows, and agendas. Keep tabs on these channels for content that pertains to your business and your plans. Who knows, you may find a program partner or an event for you to plug into. Beyond physical engagement, these community communications serve as the perfect channels for you to reach across demographic divides to geo-target customers you may have otherwise missed. For example: One of our favorite pages to peruse is the Houston Parks and Recreation Department calendar. They have every single community center’s schedule. With timeslots filled with everything from Zumba to basket weaving, imagine what could happen to your growth if you plug into these event schedules or sponsor weekly activities. City government can be one heck of a collaborative partner on events and public programs and their multitude of free communications platforms should have us all chomping at the bit to work with them. So, instead of leaving public institutions out of your big plans, we encourage you to jump onto your city’s website, scope out the scene, and GET INVOLVED.

Aimee Woodall is the owner of the Black Sheep Agency, a Houston-based creative agency specializing in non-traditional public relations, social media, and experiential marketing. Contact Amy by phone at 832-9717725, by email at aimee@theblacksheepagency.com, or visit the website at www.theblacksheepagency.com.

EDITORIALFEATURE

5 Surefire Tips

for Effective Email Marketing! By Toni Harris

ver the past few years, research has continued to prove the benefits of email marketing for business: low costs, high conversion rates, and detailed tracking are all notable features. But email marketing is becoming much more than just a tool for spammers and e-businesses. Consumers are becoming increasingly savvy on the differences between spam and permission-based emails and more and more of them are accepting permission-based email marketing as a positive replacement for direct mail. The best news is that the majority of people who receive permission-based e-mail open, on average, 78% of them. Jupiter Research reports effective email marketing campaigns can produce 9 times the revenues and 18 times the profits of broadcast mailings. But crafting an effective business email is both an art and a science.

Jupiter Research reports effective email marketing campaigns can produce 9 times the revenues and 18 times the profits of broadcast mailings. But crafting an effective business email is both an art and a science. their “safe senders” list. The second and most important tactic is to make sure your email marketing service provider has a good relationship with ISPs. This will ensure that your email marketing campaigns go into your subscribers’ inboxes, not their junk mail folders. When choosing an email marketing software, make sure the company has strict anti-spam policies and complies with the guidelines of Can-Spam.

Here is a list of factors, potential problems, and effective solutions to keep in mind: 2. Images and formatting: Why do my 1. Spam! Spam! Spam! I don’t need any Viagra! The average consumer receives more than 300 emails a week, 62% of which are spam. No wonder there’s such hostility towards the industry. But spam filters, bulk folders, and “report spam” features are helping consumers become more at ease about the perils of spam. While 89% of users cited spam as a major concern in 2003, that number dropped to 85% in 2004, proportionally to an increase in the use of spam-fighting tools.

emails look broken? Broken email campaigns are an increasing concern among email marketers, especially since several companies and web-based email providers now block graphics as a measure to combat spam. A good email service provider allows you to create a webpage for your email marketing campaign. The email is sent to a secure location on the web. The technology ensures you can track your users’ behaviors, even if they are reading your email campaign at the secure web location.

So, as a permission-based business email marketer, what can you do? One tip is to remind your subscribers to add you to

3. Personalization and relevant content: In a business email, one size does not fit all. In a recent study, email users were

72% more likely to respond to a business email if its content was based on the interests they had specified. That number points out the absolute importance of allowing users to choose their own interest groups and have control over which business emails they receive. The most popular interest categories, according to the study, are coupons and household goods. But your coupon is no good unless the user opens the email. Users in the study said the most compelling reason for them to open a business email is the name in the “from” field. So it’s a good idea to make sure your company name is clearly stated there. Another major factor is the “subject” line. Users cite discount offers and interesting news as the most compelling subject lines, followed by new product announcements and free shipping offers. 4. Click-through and conversion: Show me the money! So the user has opened your email and read the content. Great! But where’s the sale? There’s good news here. For one, consumers are increasingly likely to make purchases as a direct result of a business email campaign. One-third of users in the DoubleClick study had purchased something by clicking a link on an email. Another 42% clicked on an email link for more information then purchased the product at a later time. Second, online couponing is booming: 73% of consumers have redeemed an online coupon for an online purchase and 59% have redeemed an online coupon offline.

»Continued on Page 35 [ AUGUST 2014 ] www.SBTMagazine.net 29

EDITORIALFEATURE

Top 10 Ways to Maximize

Your Experience at Small Business Training Events -Part 1 of a 2 Part Series By Helen Callier, President of Bradlink, LLC

ave you ever attended a small business workshop and noticed people just sitting passively like a spectator? And even worse, after spending hours and sometimes days away from their office, this same small business person then leaves the training event without getting what they paid for. Gone are the days a small business leader can throw dollars out the window and not gain maximum return on their training investment.

For those small business leaders that plan on attending training conferences, workshops, or become a scholar of the Goldman Sachs 10,000 Small Business Program this year, here are the first five out of the top ten ways to maximize your experience during a training event:

In January of this year, I was selected to be a scholar in the Goldman Sachs 10,000 Small Business Program. At this time, I decided to step-up my game and raise my level of participation during this training program in order to create the optimal learning experience for me. And with this mind shift, I would be able to develop a growth plan to propel my small business to the next stage. For those small business leaders that plan on attending training conferences, workshops, or become a scholar of the Goldman Sachs 10,000 Small Business Program this year, here are the first five out of the top ten ways to maximize your experience during a training event:

“We can’t do that in our business,” then automatically, like a moving river, other scholars begin to hop on board the negative train. Say, “Yes!” and think about new angles and possibilities that can be applied in your small business. When you use this approach, often times you see a way to apply the new information in your small business.

3. Be Fully Engaged

It is a proven fact, that for the majority of people, learning occurs from active involvement. This is especially true for small business leaders attending training events. Some ways to be fully engaged are to respond to the Instructor’s questions, mention different viewpoints, and participate in team exercises that are designed to boost your understanding. Also, playing full-out allows the subject matter to crystallize in your mind, and in turn, enables you to quickly apply what you have learned in your small business.

4. Listen

Treat the material you are receiving as though you are hearing and reading it for the first time. When you do so, where you were once blind in your small business, you will see an unfolding of the reality and can view your business from a different perspective. Listen and you will be moved at what you discover.

1. Be Open to New Ideas and Different Perspectives

5. Help Other Scholars

2. Punt the Words “Can’t, Won’t, and No” in the Rear

Make sure to pick up your copy of next month’s Small Business Today Magazine or visit online at www.sbtmagazine.net to read Part 2 of the “Top Ten Ways to Maximize Your Experience at Small Business Training Events”.

Being open to new ideas and different perspectives is the ideal way to learn and grow as a person and in your small business. Creative ideas that spark a new product innovation or provide a glimpse on a new market can come from anywhere and anytime while you are in a training event. These added bonuses are only possible when you keep your eyes, ears, and mind open to receiving and subsequently exploring newfound ideas from other scholars. Negative energy drains. It also undermines your objective of gaining new insights and information to help your small business grow. “No”, “Can’t”, “Won’t”, etc. are contagious and when one scholar says, “No, that want work”, “That doesn’t make sense”, or 30 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

Assisting other small business leaders to learn helps you increase your knowledge, and this places you in a warm light where the world will return good to you and your small business. As the late Zig Ziglar said,“If you help enough people get want they want out of life then you can get want you want.”

Helen Callier, President of Bradlink LLC, a Technical Services Firm, best-selling author of “Your Money is in the Follow-up”, radio show host, and public speaker. For more information, call her at 281-312-9981 or visit her website at www.yourmoneyisinthefollowup.com.

EDITORIALFEATURE

Converting Contacts

to Customers: Part 2 By Gail Stolzenburg

uring the past 20 years while interviewing some of the world’s most famous speakers, authors, trainers, and motivators, I found they all had one thing in common – they were willing to share their knowledge without any reservations. That’s one of the reasons for their greatness and another reason is they spent much of the conversation time asking questions. In the last article, I talked about some of the questions during networking that you should ask to build trust and rapport and help you both decide if this could be a good business relationship. But, the real question you may want to ask is, “What words do you use to start generating business?” Well, you may be surprised at the answer. Most successful entrepreneurs begin by helping others rather than promoting their own products and services. It is called the law of reciprocity, servant leadership, tit for tat, do unto others, or Givers’ Gain. My friend and mentor, Bob Burg, author of “Endless Referrals”, along with John David Mann, wrote a great book entitled “The Go-Giver” which is an inspiring tale about using the Five Laws of Stratospheric Success for putting others’ interests first and adding value to their lives which creates unexpected returns. They went on to write a second book entitled “Go-Givers Sell More”, a practical guide that makes “giving” the cornerstone of a powerful and effective approach to selling. I’d recommend that you read both of these informative books. One of the core strategies of BNI, the world’s largest and only global business referral organization, is V + C = P, which stands for visibility + credibility = profitability. You can apply this technique by developing a matrix listing each of your business associates and rating them on your visibility, credibility, and profitability with them. Then determine the next step to move them from visibility to credibility or credibility to profitability. You can also apply this strategy to your customers or

32 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

My friend and mentor, Bob Burg, author of “Endless Referrals”, along with John David Mann, wrote a great book entitled “The Go-Giver” which is an inspiring tale about using the Five Laws of Stratospheric prospective customers. Men have a tendency to jump immediately from visibility to profitability by saying, “Glad to meet you, why don’t we do business together?” Women do a much better job of working on visibility and credibility and building trust and rapport, but sometimes they get so involved they forget to ask for the sale. At some point, the other person is going to ask you about your business. This allows you to determine the other person’s needs and qualify them. One of the networking secrets I’ve recently discovered is generating interest in your business by creating curiosity using words like, “I just found out...” or “did you know that…” or “have you ever thought about…”. That allows us to discover what the person’s values are, what their focus is, and different ways that you may be able to provide solutions to their problems or help them generate income. Would you join me in making a commitment to use the law of reciprocity while networking? In our next article, we will cover what you do and say to give a very effective presentation in 10 seconds, 30 seconds, 60 seconds, or even 10 minutes.

Gail Stolzenburg, Chief People Connector, can be contacted by email at Gail@GailStolzenburg.com, by phone at 281-4931955, or visit his website at www.GailStolzenburg.com.

EDITORIALFEATURE

Financial Astrology for

August 2014

By Christi Ruiz, Business Spiritual and Intuitive Life Coach

ARIES (March 21 - April 20)

SCORPIO (October 24 - November 22)

Mars is in your financial zone which is giving you opportunity to pour money into your investments. Be careful to not overextend your finances. Venus is in your gambling zone so do not overdo. Mars and Jupiter are making you overly sure of yourself.

Watch your personality impact on your professional life; stay positive. Jupiter and Mercury are making it so hard for you to prove yourself to others. Focus on your position in your career or business.

TAURUS (April 21 - May 21)

SAGITTARIUS (November 23 - December 21)

Your family and love issues are draining your time and money losses. Uranus will come in to help realize your innermost dreams. Focus now on your future, professional life that will bring you stability.

The Grand Trine and Venus are impacting your shared resources zone (seek other people’s money). Chiron is therapeutic in your home finances as family comes together to help each other. Mars, Mercury, and Pluto are sending positive energy toward your money zone.

GEMINI (May 22 - June 21) Venus is in your income sector and gives you the illusion that it is time to spend. You’re still under the effect of The Grand Trine of planets. Saturn and Chiron will have a therapeutic effect on your finances.

CANCER (June 22 - July 22) Be very careful to watch all of your savings because you will have a greater tendency to let it all go for someone special in your life. Your desire for passion can influence your better judgment. Mars, Venus, and Mercury are causing this effect over you.

LEO (July 23 - August 22)

Decide what you will do with all the monies that are coming to you. Unrealistic Neptune can create an illusion that may affect your credit. This month, you will have the opportunity to boost your income.

VIRGO (August 23 - September 23) Now is the time to hustle in social events to take advantage of the Venus influence. Uranus will have you reassessing your credit commitments. Things will get better next month.

.LIBRA (September 24 - October 23) Mars is creating challenges for business transactions this month; see what can be put off until next month. Mercury, Venus, and Jupiter do not give you enough money to fund your lifestyle. 34 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

CAPRICORN (December 22 - January 20) Generous Jupiter influences your financial zone. Take great caution on how much you give because Mercury and Venus are giving you big-hearted feelings about money. Focus on non-profit or other charities and/or focus on community service.

AQUARIUS (January 21 - February 19) Neptune is in your financial zone and it is time to take advantage of all that you can. Mercury will help you keep focused on your projects. Neptune is seeking to teach you financial lessons so be cautious about investments or new partnerships.

PISCES (February 20 - March 20)

Concentrate on your career or business; the benefits will be worth it. With Mercury in your financial zone, you may receive unexpected money. Do not spend it; invest it for the future.

Christi Ruiz is an expert in spiritual and intuitive sciences. She uses these skills to assist with one’s success in real estate, business, and personal matters. In addition, Christi’s many years of experience working for banks and mortgage companies gives her an extra edge in understanding the world of finance. You can contact Christi by phone at 713-773-0333-O or at 281-904-2658-C. Her website is www. christisportals.com and her email addresses are christiruiz722@gmail.com and christiruizchristi@yahoo.com.

EDITORIALFEATURE

»Continued From Page 12 Are You Listening or a Listener-In-Training? • Not only are you listening for the verbal but you are listening for inflection, pitch, volume, and body language. The verbal may be saying one thing while the body language is saying something different. The messages may be simple but the inflection and volume of the conversation may increase the importance of the message by the sender. • Don’t interrupt the speaker. Waiting until the speaker has finished talking is just good manners. Wait until the speaker has finished their talk or conversation and then add your thoughts. And, don’t start thinking in advance about what your reply will be as that is also a distraction to your listening skills.

»Continued From Page 29 5 Surefire Tips for Effective Email Marketing! 5. Stats tracking: Who are my real consumers? First off, if your provider’s email services for business do not include detailed, real-time tracking, you’re getting a raw deal. Real-time tracking is now an industry standard and it’s highly valuable. It allows you to see the exact moment a user opens your campaign, clicks on your link, and makes that purchase. Studying your users can help you improve your communications efforts so each campaign performs better than the last (several email service providers also let you compare the performance of your campaigns). In email marketing, a blind shot won’t take you very far. But if you aim properly by following these essential rules of play, you should soon be reaping the same major results as so many online and offline businesses.

Toni Harris is a marketing strategist, author, and an authorized local expert with Constant Contact. Follow Toni on Facebook, Twitter, Linked In, and YouTube. You can contact Toni to speak at your next event at toni@drasticonlineresults.com or 713.397.9273.

• If you are starting out an important conversation with someone, it is acceptable to ask them to listen carefully to what you are saying. If you are in a management conversation with an employee, take the time to put these important words in writing as well. Asking the parties to sign the words on paper to verify receipt is a typical and important ritual during a review. • To be a good listener, you must be in the present mind, focused on the other person, and considerate of giving someone else your complete attention. Being a good listener is an art.

Rita Santamaria is the CEO and owner of Champions School of Real Estate and Champions School of Professional Development. For more information on professional development classes or real estate, mortgage, appraisal, and inspection licensing, go to www. ChampionsSchool.com. Champions School of Real Estate was ranked number 28 out of 100 by Texas Monthly’s 2014 Best Companies to Work for in Texas and won the BBB 2013 Excellence in Business Award.

[ AUGUST 2014 ] www.SBTMagazine.net 35

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36 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]

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