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Pauline Bright's Story: From Client to Coach

I've been a business owner for 28 years. I have had businesses in retailing; market stalls, a souvenir shop, a tee shirt shop, a craft & decorating shop; a manufacturing business making garden art; a graphic design business and an interior decorating consultancy.

I have always loved the independence of doing things my way and I went in to business with the idea of working my own hours and earning the money I deserved. The reality of working in my business was that I worked harder and longer than I had when I worked for someone else and I had very little time off. I was prepared to do that because I thought that was part and parcel of being a business owner.

One of the businesses I have is an Automatic Transmission workshop that I own with my husband. Our business plodded along for 7 years, paying the bills and giving us a modest income. We worked really hard and rewarded ourselves with a1 week holiday each year.

We knew we could do better in our business but didn't know where to start. We had some ideas about how to get more customers, do some advertising, work on our customer service, improve our products and lots of other strategies but we had no plan and, because we were so busy, no time to do anything about it either.

That was before we discovered Action International, or more accurately they found us. We spoke to an Action business coach who showed us what life could be like as business owners working on our business, and not just in it.

We've been working with our coach for 18 months and the difference is amazing. Before coaching we had no idea that there was so much more we could do to make a difference in our business. We had no clear plan beyond the day to day of making a living and planning to retire one day.

Remember all the reasons you went into business in the first place...? Did you want to be the boss, make lots of money and have fun? Then what happened?

After coaching - we have a life!

We're having FUN with our business again. We have more money, we've just had 3 weeks holiday in America, and we're planning more trips. We now know how to plan for the business to run without us and provide us with a passive income within the next few years.

Business is going from strength to strength. Profits are up by 29% and we recently had our best month ever - 360% increase in turnover (revenue) on the same month last year.

We have begun a recruitment program and have recently employed the first of three new team members to handle all the extra work. We are implementing systems so the business can run without us and in the very near future we are planning on opening another branch. Business is great!

I know first hand that Action business coaching works.

I love inspiring people to be the best they can be and achieve great things in their business and personal life.

And that's why I became an Action business coach.

We have had success in our business that we could never have dreamed of. I now share with other business owners what I have learned; both from my own experience and the knowledge

I have gained from working with our Action International business coach. I help the owners of small to medium sized businesses get control of their time, make more money and get the very best out of their business and their life.

Pauline Bright

Business Coach

Action International

December 6, 2010 Posted by ACBSEadmin | client success, business coaching | Comment (42)

The Power of Priorities or the 80/20 Rule in Effect

There are two things that business people find very challenging: thinking ahead and doing things in order of importance

Doing these two things makes the difference between success in business and just surviving. And the same is true for all areas of our lives.

Leadership trainer and author John Maxwell says, “thinking ahead and prioritising responsibilities marks the major differences between a leader and a follower.”
Most people have heard of the Pareto Principle, more commonly known as the 80/20 Principle.

Roughly stated this says that in most businesses 80% of your business comes from 20 % of your customers.

Other examples of the Pareto Principle are:

Reading: 20 percent of the book contains 80 percent of the content.
Job: 20 percent of our work gives us 80 percent of our satisfaction.
Products: 20 percent of the products bring in 80 percent of the profits.
Picnic: 20 percent of the people will eat 80 percent of the food!

So… when it comes to your priorities, 20 percent of your priorities will give you 80 percent of your production IF you spend your time, energy, money and personnel on the top 20 percent of your priorities.

When you do this you are getting a 400% or fourfold return in productivity. Think what this would mean in your business!

Every business person needs to understand the Pareto Principle as it applies to the areas of customers, team and leadership.

In the area of customers, it is vital to identify the 20 percent who account for 80 percent of your business. These are your “raving fans” and strategies must be put in place to care for them appropriately.

For your team, you must identify the top 20 percent producers. Spend 80 percent of your people time with these people to develop them to their full potential.

In leadership, take an honest look at the question “What do I have to do that no one else can do?” Remember a leader can give up everything except final responsibility.
You can decide whether you will be reactive or proactive when it comes to the use of your time.

Here’s how you can improve your sales conversion rate

When I speak to most business owners for the first time and ask them what they think their sales conversion rate is, they almost always say 60-70%. Sometimes this is true, though most times it is not and with our testing and measuring system, we help business owners to find out what it really is. And surprisingly enough the true answer on average is around 30%.

So what that means is that only 3 out of 10 new leads will purchase from you on average. Now when you consider the cost to buy a new lead, that is the cost of the marketing you need to do to get the phone to ring, people to come in, or to get hits on your website, 3 out of 10 is too low.

There is some good news though … at Action we have 83 strategies to help you improve your conversion rate. And let’s face it, you can’t double 60%, but you can certainly double or even triple 30%. Now I’m not about to tell you all 83 ways to increase your conversion rate right now, but here’s 2 that you can certainly start with …

The first step is to flow chart your sales process … now you may be thinking “what sales process?” Whether you realise it or not, you do have a sales process! For some of you it may be woeful, and for others it may be acceptable, though for most of you it probably is not consistent every time.

You see by flow charting your sales process, you will be able to clearly see what each step in the process is and where it may need to be improved. Having a step by step process, right from the sending out of the marketing piece, to the after sales services, will help bring about a critical aspect of selling … consistency.

The second part to the equation is the sales scripts that need to support each step of the sales process. It’s one thing to have a step by step sales process; it’s another thing to know what to say at each step every time an enquiry is made.

The simplest way to do this is to write down what you say when you have a good sales experience and then work on improving this over time. Or if you have several sales people on your team, work out what your best sales person does and says and document that. This includes the initial phone call, the face to face enquiry and any other contact you may have in the sales process. And even the thankyou letter or card after the sale is made.

By flow charting your sales process and writing sales scripts for every step of the process you will certainly bring about consistency, which will help develop confidence and ultimately help you increase you sales conversion rate … remember to keep it simple.

November 22, 2010 Posted by ACBSEadmin | sales conversion, business coaching | Comment (59)

Setting Your RAS for Success

You want me to set my RAS?

What is that?

Never heard of it you cry!

Your RAS is your Reticular Activated System.

Now before you stop reading this article and think it is going to be some scientific piece of work, let me explain it in layman’s terms. Your RAS is like the compass to your brain, it is like setting the autopilot of your subconscious of the brain to what you want in life.

A practical example may be when you go out looking for a new car, lets say an Audi A4 at the car yard and you are very impressed with what you see. You picture in your mind that particular car being yours and how you would look in it.

You can almost taste how good it would be to have as your own as you visualise how it would look in your garage, what your mates would think, how cool you would look driving through the streets, etc.

For the next few weeks, the only cars you notice on the streets while you are driving, is of course, Audi A4’s.

"Be a creator of circumstances rather than just a creature of circumstances. Be proactive rather than reactive." – Brian Tracy

“What you set is what you get” and this is true for your business.

The above quote implies, if you do not set your RAS and take action towards it, you will be a creature of circumstance and not achieve what you REALLY want in life.

What is it that you desire for your business?

Is it more money, more time, more clients, better staff, more contracts, pay less rent, have higher profit margins?

What is it?

You need to be specific in order to obtain what you want otherwise you will not achieve the exact results you are aiming for.

Imagine if you were the pilot of an aircraft and wanted to fly from Perth to Sydney. The track was 100 degrees but you set 105 degrees. You would definitely not end up in Sydney, probably more like Canberra – not quite the Harbour City.

Your business is the same as this aircraft, if you do not steer it properly you will not arrive at the destination you set out for. Write down exactly what you want and make a plan through goals, through 90 day plans, through your staff, through your business coach, etc.

Set the RAS - take action towards it and be focused on exactly what you want - you will be amazed at the results and opportunities that come your way.

Now you are already starting to think about the benefits of setting your RAS and getting what you want, aren’t you? I believe one of the less obvious and intangible benefits that is most powerful, is CONFIDENCE!

When you set a target through your RAS and reach it, you gain momentum. Once you gain momentum you feel you can repeat the process and if this is towards positive things in your business, generally speaking your bottom line or profit will increase.

Start setting your RAS and get the results you deserve like my clients and I do every week of our work together!

November 15, 2010 Posted by ACBSEadmin | success setting, business coaching | Comment (23)

Taking Advantage of the Christmas Rush

It is that time of year again, Christmas is just around the corner … and it’s time to start thinking about all those customers and how you are going to convert them into “Year-round Raving Fans.”

Most retailers get a massive influx of never seen before customers over the Christmas period. And that’s a massive opportunity, yet most will never see those customers again until next Christmas ... (maybe).

So, here’s how to turn your Christmas shoppers into loyal customers all year round ...

Let’s start at the beginning. Marketing and advertising are more than just getting a customer to buy once and then hoping they’ll come back again. It’s about getting new customers and pro-actively keeping them coming back again and again.

So the question is, how are you going to do this? How are you going to make sure that every customer who buys from you during the Christmas rush comes back again in the New Year?

The biggest excuse I hear from most retailers is, “we don’t have enough time to serve the people, let alone get down their names and addresses.” Let me tell you, you can’t afford not to find out who they are, so you can get them coming back ...

The sales you make at Christmas are just the start of the bonuses you’ll get from the increase in store traffic, if you’re ready to handle it ...

Like a hairdresser I worked with who started to ask every customer if she could call them in 4 weeks to remind them that it’s time to get their hair cut again. Instead of waiting for people to come back she started to get pro-active and increased her turnover by 74% in a matter of 6 weeks ...

A menswear store that enrolled people into a club and gave them a special offer each and every month to come back and buy. They added another 34% to their turnover in the first 2 months. Or, the gift store that did a full weeks trade in 3 hours after writing back to their past customers ...

If you’re already doing this, that’s great, now it’s time to refine it. If not, you’re throwing away a goldmine in lost opportunities.

So, obviously you have to get the names and addresses of your customers. The simplest way to do this is to just ask people for them. You’ll get an even better response if you give people a reason, like special member-only offers, a regular newsletter and anything else you can think of that would give people a reason to become a regular shopper with you.

Just sending people a note that says, “Thanks for buying from us ...” is a great start. It stands out a mile because no one else does it. It’ll bring people back to you, and get them to refer their friends. If you’re not writing to, or communicating with your past customers at least every 90 days you’ve lost all the rapport you built with them to get the first sale.

So, get ready for the increased sales at Christmas, get ready to capture peoples details, and get ready to keep them coming back well into the new year ...

November 8, 2010 Posted by ACBSEadmin | optimising sales, customer relationships, christmas business, business coaching | Comment (13)

Tips for Businesses to Make the Most Out of the Christmas Period

Christmas is an interesting time for business. On one hand, for retailers and associated businesses this is one of the busiest times of the year and for others some will shut down for up to4-6 weeks.

It becomes a self fulfilling prophecy – if you think you are going to be busy you gear up your business that way and if you think things are going to be quiet you start winding down.

The reality is Christmas can be one of the most profitable and productive times for all businesses and here are some tips to make the most of the festive season…

1. Take time to Plan for the year ahead

How clear are you on your goals for 2009? The Christmas period is a great time to start. Do much more than simple ‘New Year Resolutions’. Set clear goals and create a solid action plan so you can hit the ground running and make 2009 your best year yet.

2. Force Staff to Take leave

It’s your business so you set the rules. Consider getting your staff to take leave at quieter times – it may work out better now than other peak times during the year. Roster your staff to ensure that you have the right number and mix of people to get things done right.

Some businesses allow their standards to drop in the lead up to Christmas, using the "we're just too busy to do ....." excuse.

What they miss is that there just might be a new customer/client that has just used their business for the first time - what will their first impression of that business be?

3. When they zig you zag

Your competition will be thinking exactly the same as you. Often the way to get ahead in business is to do the opposite of what others are doing. If your competitors are all winding down how about being proactive and wind up with things like increased marketing or contact all your customers. You’ll be amazed at what business you could pick up plus continue to build valuable relationships with key customers.

4. Set Stretching Goals for your business

It is amazing what people can do when they are set a challenge. Rather than assume that the Christmas period will be quieter, go for producing the same output in the reduced time. Your business and bank account will be smiling as a result and even if they don’t achieve it 100%, I am sure you will be well ahead of where you could have been.

5. Make the Most of Networking opportunities

Christmas can be a great time for networking with lots of opportunities. Be selective with what events you go to and remember that it is called net–‘working’ not net-‘drinking’ or net-‘lunching’. Be purposeful and start building relationships that will serve you in the New Year.

6. Be Proactive around your cashflow

Be on top of collecting cash so your bank account is full going into Christmas. Start planning now and make sure you are on top of your game sending invoices and collecting cash in your business. Ensure you are paid prior to Christmas so you rest easy knowing you have some great cash reserves going into Christmas.

7. Work on your business

Use this time to do all the things you have been meaning to do such as upgrade your website, create new marketing materials, reorganize the workshop and clear out old assets. Start preparing your business so you hit the ground running in the New Year.

8. Say thank you

This is the ideal time to give your customers something to remember you by and above all for them to feel valued. Consider doing something different such as New Years cards / gifts instead of Christmas so you stand out from the rest.

Remember to include your staff and suppliers - after all you can’t do business without them. A small gift to them can build the relationship and have them do that little bit extra for you when you need it.

9. Make sure you celebrate with the people who are important to you

Your family may have missed out over the year on many things but above all on the most valuable thing of all, YOUR TIME! Plan when and what you are going to do with them!

Get your partner a gift the shows him/her that you have appreciated their support over the year. Have an extra gift or two at home so that if unexpected visitors arrive you've got something to give them.

The Christmas period can be one of the most productive times of the year … if you choose it.

November 1, 2010 Posted by ACBSEadmin | optimise opportunity, christmas business, business coaching | Comment (6)

Turning Customers into Raving Fans

Raving fans are customers who are so over the moon with us that they not only tell all their friends and colleagues about us, they actually bring them to us and help us to sell things to them.

It's a frightening fact of business life in Australia that we spend six times more to attract new customers to our businesses than we do to up-sell, on-sell and generally over service our existing customers so that they stay our customers and don't leave us and go to our competition.

Just to add another frightening fact, 68% of customers who leave a company do so simply because of a perceived indifference, you actually didn't do anything wrong, the customer just thought you didn't care enough!

How do you show you 'Didn't care enough'? Well, it can be in many different small ways, you forget to thank them, remember their name, offer that extra little bit, suggest that accessory which would be perfect or anyone of dozens of other little perceived indifferences that your competition can capitalise on.

Here are some simple tips that you can introduce in your business today which will help you to keep your customers coming back, bringing their friends with them and generally shouting your name from rooftops telling people why, if they're not dealing with you, they're missing out on something wonderful!

Send them thank you cards
Sell them everything they need to gain maximum benefit from the purchase. Use their name frequently
Call them up just to make sure everything is going well
Invite them to special sales just for a privileged few, exceptional clients
Call them up when something new arrives in stock that you know they would like .
Ask them for their suggestions as to how you could improve your service to them.
Follow up & follow up again
Under promise and over deliver

None of this is difficult, it starts with you and you must lead by example because your team does everything you do, if you do care for your customers they will care for you and help you to grow your business.

October 25, 2010 Posted by ACBSEadmin | customer service | Comment (18)

Why Use a Business Coach - What is it anyway?

What is a Business Coach?

Coaching has been around for a long time in sport but only made the leap to business about ten years ago. The concept of using a coach within a business environment actually makes a lot of sense.

Coaches push athletes to reach their optimum performance and motivate them when the going gets tough, so business coaches assist owners and proprietors overcome the difficult challenges they face in running their businesses and help them attain their dreams and objectives.

Why do I need a Business Coach?

Business coaches are often asked what they can teach someone who has worked in their business, probably for many years. The answer can be found by returning to a sporting analogy.

Why do even talented athletes employ coaches when they are undoubtedly good at what they do? The answer is that coaches are able to recognize the full extent of an athlete’s potential, know how to tap into it, and then use their skills to guide the athlete to winning ways.

In the say way, business coaches have the tools, the vision and motivation to help business owners and their businesses perform to their true potential.

How will a Business Coach help me?

For too long, business owners have had no-one to turn to for help in tackling the core issues that prevent them from achieving the success they are capable of. Delegation is a big problem as is time, team and money.

For example, if your business completely revolves around you to the extent that if you’re not there, you worry that the business will suffer – then you are using your time just to work in the business, with the result that it becomes difficult, if not impossible, to manage and develop effectively.

Business coaches often say your business should work hard so you don’t have to!

If time is an issue, then the chances are that to move your business forward you will need to build a Team.

Great teams don’t just happen; they need to be recruited, trained and motivated. This is a daunting task for many business owners because they often lack the skills and experience required not just to find the right people, but to create the internal systems that will enable them to operate effectively and without constant supervision.

However, the main reason that business owners decide to work with business coaches is money. They realize that they are simply not earning enough to remunerate them for all of the hard work they are putting in. In effect, they want a better return on their investment, or simply want to achieve their own personal financial objective or ambition – whether it is a house in the sun or a brand new Porsche.

What is the first step?

Many businesses throughout Australia have benefited greatly from using the services of a Business Coach and are now enjoying the resulting financial and lifestyle rewards.

To find out how your business could profit from business coaching, contact ActionCOACH on 9325 1811, We will arrange to carry out a free Business Healthcheck, which involves analyzing your business in detail and identifying if your business is suitable for coaching.

If so, we will then advise the coaching program that will be most appropriate to tackle the issues that you face. This is the first step to taking your business to the next level and achieving success that you would never have thought possible.

October 18, 2010 Posted by ACBSEadmin | why use a coach, what is a business coach, business coaching | Comment (6)

Wallet Share Versus Market Share

Chasing market share in today’s business world is a guaranteed formula for chasing your tail. If buying customers is your biggest expense then continually buying new customers (buying market share) is the most expensive way to do business.

Market share, or a focus on new customers comes with an assumption that you are in the business of buying products or services and selling them to customers. If however you swap to the idea of buying customers, then your whole ball park changes.

You are no longer chasing market share, you're chasing wallet share. The issue becomes, how much, how many and for how long can you sell to each customer you buy?

In this world of business, where customer loyalty is everything, you’ve got to know that if you’ve already spent the money to buy a customer then it makes total sense to make sure you get a full return on that customer (your investment).

Chasing wallet share is as simple as remembering that you’ve got a loyal customer base, so what else can you sell to them

October 11, 2010 Posted by ACBSEadmin | wallet share, market share, business coaching | Comment (177)

What Makes Your Business Unique?

If there is nothing different or unique about you, people will only buy from you because of convenience, or price, nothing more. Added to that, you'll never be able to raise your prices: if there's anyone doing it cheaper, people will buy from them.

You need to work out what is special about you, and then make a big deal about it. We call this your Unique Selling Proposition or USP the objective of a USP is to position you against your competitors and to develop powerful guarantees that get to the heart of your customer's frustrations.

A myth about guarantees...

Many people are frightened of guarantees - they honestly think that customers will rip them off. The truth is - most guarantees are never taken advantage of, even when the customer is genuinely dissatisfied.

There are two reasons why - first, people are lazy, and couldn't be bothered. Second, it takes a lot of confidence to stand up and say 'hey, I'm not happy, give me my money back'.

The fact is, most people lack this confidence.

So what makes a successful USP and guarantee?

For a start, it has to be something that your customers VALUE – we’re not talking ‘financial value’ either, but it needs to make people sit up and take notice. Your uniqueness needs to tackle your competitors head on, and your guarantee needs to answer the most common frustrations in your industry.

Even with the most basic products you’re selling an experience and a benefit of owning or using whatever it is you’re selling. If you can guarantee the benefit and experience that people are looking in the first place there is a very high chance they’ll deal with you.

It pays to get an outsider's perspective, so do some market research. Ask your customers and follow up on old quotes. Ask the question, “what would you like to see a business in my industry offer” or “What could I have done differently to have won your business?”

When you find out what that “IT FACTOR” is, do 100% and make a big song and dance about it. You’ll be amazed at the results.

October 4, 2010 Posted by ACBSEadmin | usp, unique selling proposition, business coaching | Comment (19)

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