Top 10 Business Plan Myths of Solo Entrepreneurs

Don't let these stop you from having a business plan for success!

A recent study of 29,000 business startups noted that 26,000 of them failed. Of those failures, 67% had no written business plan. Think that's a coincidence?

Here's the top 10 myths Solo Entrepreneurs often have about business plans—usually, the reasons why they don't have one. De-bunk the myths, and see how having a business plan for your solo business, can actually be easy and fun--and can jumpstart your success!

1. Myth: I don't need a business plan--it's just me!

Starting a business without a plan is like taking a trip in a foreign country without a map. You might have a lot of fun along the way, and meet a lot of friends, but you are likely to end up at a very different place than you originally set out for—and you might have to phone home for funds for your return ticket.

Solo Entrepreneur Reality: Successful Solo Entrepreneurs know that the exercise of creating a business plan, really helps them think through all the critical aspects of running a business, make better business decisions, and get to profitability sooner.

2. Myth: I have to buy business plan software before I can start.

Business plan software comes in many shapes and sizes, and prices. Many are more geared at small and growing businesses with employees.

Solo Entrepreneur Reality: Business plan software can be helpful—but it’s not required. Software is more likely to help if you have a more traditional type business, like a restaurant or a typical consulting business.

3. Myth: I need to hire a consultant to write my business plan.

Consultants are an expensive way to have your business plan written.

Solo Entrepreneur Reality: Your business IS you—and you need to be intimately involved with the creation of your business plan. A better strategy, if you think you need professional help, is to hire a coach or mentor—someone who can guide you in what you need to do, not do it for you.

4. Myth: The business plan templates I’ve seen have all these complex-sounding sections to them—I guess I need all those?

The only time you need to follow a specific outline is if you are looking for funding.

Solo Entrepreneur Reality: Your business plan needs to answer ten basic questions—that’s it! Don’t make things more complicated than necessary.

5. Myth: My business plan needs to be perfect before I can start my business.

If you wait for everything to be perfectly detailed, you may never start.

Solo Entrepreneur Reality: If you have at least a first draft that answers those ten basic questions, you are ready to launch your business! Make your business plan a living, evolving document. In the startup stages, review and update your plan every 2-3 months. As you grow and stabilize, you can slow down the review cycle to every 6-12 months. All business plans should be reviewed and updated at least once a year.

6. Myth: I have to do everything I say I’m going to do in my business plan, or I’m a failure.

Many Solo Entrepreneurs never start because of this myth—which leaves them feeling that the success of their future business suddenly rides on each stroke of the pen or click of the keyboard!

Solo Entrepreneur Reality: Think of your business plan as a roadmap for a trip. Expect to take some detours for road construction. Be flexible enough to take some exciting, unplanned side trips. And don’t be surprised if instead of visiting Mount Rushmore, you decide to go to Yellowstone, if that turns out to meet your vacation goals better!

7. Myth: A good business plan has a nice cover, is at least 40 pages long, must be typed and double-spaced…

Business plans intended for investors, such as a bank or venture capitalist, must meet certain requirements that such investors expect.

Solo Entrepreneur Reality: As a Solo Entrepreneur, your business plan need only satisfy YOU. It might be scribbled on a napkin, on stickie notes on your wall, or consist of a collage of pictures and captions. It might be all in one document or scattered among several mediums. As long as you know it in your head and heart without having to look at it, and and it is easily accessible to you when you have doubts, that’s all that is necessary.

8. Myth: I don’t need a loan—so I don’t need a business plan.

YOU are the investor in your business—and would you invest in the stock of some company without seeing a prospectus?

Solo Entrepreneur Reality: Seeing your plan in black and white (or color, if you prefer!), can give a whole new view on the financial viability of your business. If “doing the numbers” seems overwhelming, remember you don’t need fancy spreadsheets. Just lay out a budget that shows where all the money is coming from (and going), and have an accountant review it for additional perspective.

9. Myth: My business plan is in my head—that’s good enough.

I don’t know about you, but I sometimes can’t remember what I planned yesterday to do tomorrow, if I don’t write it down!

Solo Entrepreneur Reality: There is a real power in writing down your plans. Some schools of thought advocate that the act of writing a plan down triggers our subconscious to start working on how to manifest that plan. And, of course, it’s a lot easier to remember when you have it in front of you. And a lot easier to share and get feedback from your non-mind reading supporters.

10. Myth: Friends and family are the best sources of feedback and advice on my business plan.

If your brother is an accountant and your best friend is a market research expert, then this might be true.

Solo Entrepreneur Reality: As well meaning as our friends and family can often be, they just aren’t the best way to get honest, objective guidance. Instead, seek out folks that have specific knowledge that will help you, are willing to be candid with you, and that have a genuine interest in helping you succeed. A business coach is one resource to consider!

Differentiation - Smart Marketing Strategies for the Solo Entrepreneur

Are you ever frustrated or hesitant when you talk to prospective customers because you can’t readily explain why they should come to you rather than go to your competitors? Sure, you might have your 30-second elevator speech, but then they ask you that dreaded question, “So what makes you different?” Then, all those self-doubts creep in, and you just aren’t sure what to say. Differentiation can boost confidence--yours in yourself and that prospective customer’s confidence in you!

-- Dif-fer-en-ti-ate v. tr. To perceive or show the difference in or between; discriminate. --

In business terms, to differentiate means to create a benefit that customers perceive as being of greater value to them than what they can get elsewhere. It's not enough for you to be different--a potential customer has to take note of the difference and must feel that the difference somehow fits their need better. (Other words that mean virtually the same thing: Competitive Advantage; Unique Selling Proposition; or Value Proposition.)

As you are building your business, you can use differentiation to attract more customers. Once you have momentum, differentiation allows you to charge a higher price because you are delivering more value to your customers. Make a point to evaluate and adjust your differentiation methods at least annually.

The various methods of differentiating your businesses fall into four general categories:

Price Differentiation

Focus Differentiation

Product/Service Differentiation

Customer Service Differentiation

Price Differentiation

Differentiating on price is probably the most common and easily understood method. HOWEVER, for Solo Entrepreneurs, caution is in order. On the one hand, potential customers might expect a lower price from you than from your larger competition because they perceive you as having less overhead, etc. On the other hand, cheaper prices can evoke perceptions of lower quality, a less-stable business, etc. And if you compete on price against competitors with deeper pockets, you can price yourself right into bankruptcy. Be creative with this differentiator by competing on something other than straight price. For example, you might offer:

- More value--offer more products or services for the same price.

- Freebies --accessories, companion products, free upgrades, and coupons for future purchases.

- Free shipping, etc.--convenience sells, especially when it is free!

- Discounts--includes offering regular sales, coupons, etc. (see cautions above)

Focus Differentiation

For Solo Entrepreneurs, this is the most important method of differentiation, and in many ways, the easiest. Why? Because as a Solo Entrepreneur, you simply can't be everything to everybody, so you must pick a specific way to focus your business. Once you have done that, you have an automatic advantage over larger companies because you can become more of an expert in that one field --and you can build close relationships with key customers that will be hard to duplicate. For example, you might differentiate yourself through:

- Location--take advantage your closeness to prospective customers.

- Customer specialization--be very specific about what characteristics your customers will have—for example, racing bicycle enthusiasts or companies with a spiritual conscience.

- Customer relationships--know customers really well, form partnerships with them, and get them to speak for you!

- Affinity relationships--associate your product/service with a well-known person or organization.

- One-stop shopping--offer everything your target market needs, in your area of expertise.

- Wide selection (within your niche)—although this one may seem to be the opposite of focus--the key is to be very specific in one dimension and very broad in another.

Product/Service Offering Differentiation

How much you are able to differentiate your product or service offering will vary based on what type of business you are in. For instance, if you are in a highly regulated business, your options may be limited. Explore a totally new market or type of product or service, however, and the possibilities abound. The key to successful differentiation in this category, again, is to know your customers, really, really well. Talk to them often, and you will know what they need most and be able to offer it, long before your competitors know what is happening. For example, your product or service could stand out in one of these ways:

- Quality--create a product or service that is exceptional in one or more ways. Examples: Lasts longer

- Better

- Easier to use

- Safer

- New/First--be the first one to offer something in your location/field.

- Features/Options--offer lots of choices, unusual combinations, or solve a problem for a customer in a way no one else does.

- Customization--as a Solo Entrepreneur, you may be able to more easily handle special orders than big, mass-market competitors.

Customer Service Differentiation

Have you noticed how customer service seems to be out of vogue these days? This situation makes excellent customer service a great opportunity for differentiation and another natural advantage for Solo Entrepreneurs that already know what’s important to their customers. Build your reputation on making customers feel really good about doing business with you. Works great with referral marketing, too. Examples:

- Deliver fast--next day, or one-hour--make it faster than customers think possible.

- Unique channel--offer a service over the phone or Internet instead of in person or in their office rather than yours.

- Service-delight customers!--it may seem expensive to offer exceptional service--but it pays off in word-of-mouth advertising.

- Before/during/after-sales support--provide technical or other support to customers using your product. You might use joint ventures to provide that support--but customers will perceive it as being from you!

- Guarantee/warranty--offer 100% money-back, or free replacement parts.

- YOU--offer yourself, your unique blend of talents and skills, to attract customers. Make sure they get access to you, too!

Keys to Successful Differentiation:

- Know your customers, really, really well.

- Pick a blend of differentiation methods that, in the eyes of your customers, truly sets you apart.

- Talk about your differentiation in terms of customer benefits.

- Tell everyone about what differentiates you--often.

- Keep your differentiation fresh by listening for changing customer needs.

Fear of Success? Fear of Failure?

What's holding you back?

One of my clients came to me saying he wanted to expand his business - something he had thought about for years. He described the changes he wanted to make but he had taken limited action to make those changes happen. When he talked about what he wanted, his eyes lit up, he smiled, and there was passion and joy in his voice. Years? What was stopping him? I listened as he expressed his internal conflict. He said “ My business is going well, and it’s not like I have to make changes, maybe it's not that important… on and on." Bottom line - some part of him inside continued to feel unfulfilled.

On the surface, it sounded like the changes he wanted to make were for financial gains. Talking further, he realized he was really speaking of a level of service (how he wanted to help people improve their quality of life) and personal fulfillment (actualizing his values, purpose, and vision) that would come from aligning who he is and what he does in a BIGGER way.

We discussed the things he told himself that allowed him to remain stationary. His initial objection was “If I put myself out and take some risks- what if I fail?” (What if this or that happens??? ) I replied, “ With all the years of experience you have thinking about what you want without committing to action, you have brilliantly SUCCEEDED in FAILING! “Congratulations!!!” His eyes widened, and he burst out laughing. By doing nothing, he insured his success at failing.

Going forward in our coaching sessions, we focused on his attitudes about success/failure AND identified his values, needs, purpose, and vision. Increased self-awareness enabled him to make choices and design strategic actions to create greater life satisfaction and self-fulfillment.

Consider a change you have been thinking/talking about for a while without much progress.

To learn more about what may be holding you back from moving forward, ask yourself:

-- What is your definition of success? What does success mean to you? Be specific.

-- Identify specific successes. What made them successes for you? What value did you receive from succeeding?

-- What fears, concerns, or assumptions do you have associated with success?

-- How would your life change if you were/felt more successful? (at whatever)

-- What would you have to give up? What would you gain?

-- Who would you become? (happier, self-confident, authentic, stronger???)

In exploring your attitudes about failure, consider the following:

-- What is your definition of failure? What does failure mean to you?

-- If you fail at something, does that define YOU as a failure?

-- What specific failures have you experienced? What value have you received from failing? Be specific

-- What fears, concerns, or assumptions do you associate with failure? Are they true?

-- Can there be success in failure? If yes, how? If no, say more.

-- If you could not fail, what would you be doing? Who would you be?

Fear of success/failure are two sides of the same experience. By definition, success and failure is perceived from multiple viewpoints. Both results offer opportunities for self-discovery and change. Developing the clarity to know who you are on the inside is a key ingredient to achieve rich outcomes with ease, strength, and focus! To live fully, you must fully participate – succeeding and failing for the joy of the experience.

Leadership and Followership in a Team Setting

Many solopreneurs work in a team environment either with their client's staff, or with subcontractors. Having spent over 20 years in a teaming environment before becoming a solopreneur 13 years ago, I know that during the course of any highly functioning team effort, the leadership and followership roles flow back and forth between the members.

An observer of such a team would see that at any moment, the person on the team who has either information, wisdom, or creativity to offer steps quietly forward to assume the leadership position. After she has delivered her knowledge to the group, she then steps quietly back into the role of a follower, as the next person slips into the leadership position. This ebb and flow of leadership and followership is one of the hallmarks of a highly-functioning and productive team.

"So you did this just because all your friends did it? If all your friends laid down on the tracks in front of a train, I suppose you would too? Do you want to be a follower all your life?" --­ Your Mother

You Mother was right. To be effective in today's teams, you can't be a follower all your life. You need to step out into the glare of the lights and assume the leadership mantle, contributing your unique specialness, knowledge, and creativity to the group. In this way, the work product of the team is strengthened.

This leadership role is not granted you by title or position. Instead, you take on the role voluntarily. And your team members grant you the role because of your expertise, credibility, reputation, or influence. In other words, it is a temporary role on the team that you earn over time.

To be effective in this type of leadership role, you must first secure the respect of your team members in at least one of the following three areas:

1. Knowledge. You must have respected expertise and proven judgement in areas relevant to the team's goals.

2. People Skills. You must care about your team members and value the team's goals.

3. Performance. You must show that you are willing to take on tasks and activities that actually help the team meet their goals.

To build respect and credibility in either of these three areas, you must first be a terrific follower. Not the type of follower your Mother railed against. But the type of follower who is committed to helping the team reach their goals. A follower who contributes focus and influence to getting the work product delivered to the required standards of quality and timing. A follower with a courageous conscience and controlled ego. A follower with the ability to think creatively and critically, who is self-motivated, proactive and self-disciplined.

This week, monitor your role on the team's of which you are a member. Are you shifting smoothly in and out of the roles of leadership and follwership as appropriate to you and the team? Or are you failing to step into the leadership role when appropriate? Or failing to step back and contribute in the role of a follower? What could you change about how you shift between these roles to better contribute to the team?

Health Insurance for Solo Entrepreneurs

One of the most important benefits employed people enjoy is health insurance coverage. It is also the single most costly expense for self-employed entrepreneurs. So what can you do to reduce ever increasing costs of health care coverage? Here are a few tips.

1. If a medical bill seems excessive, try negotiating

Your doctor or the office manager who handles billing will probably be flexible, provided you make a valid case. When one woman in Texas was charged $900 for surgery and “consultation,” she explained that she had visited the hospital just once, for surgery; her bill was promptly cut by $370.

2.. Contact a medical bill “auditor”

Several services have a medical bill “auditing” system that evaluates your medical bills to determine if errors occurred in the billing process. Considering that 97 percent of hospital medical bills contain errors, it’s no wonder why out-of-pocket medical expenses are on the rise for consumers. Because the typical hospital bill is extremely complicated, often containing several hundred line-item charges, there is ample opportunity for computer mistakes and accidental human error. Do a Google search for medical bill auditors to find companies offering this service.

3. You may get a tax break on your medical bills

Keep all your medical bills together and add them up at tax time. If they exceed 7.5 percent of your adjusted gross income, you may deduct the excess. Please note that these items also may be included in the total: the cost of eye glasses, contact lenses, physical therapy, x-rays, hearing aids, psychiatric care, insurance and transportation to the hospital or doctor’s office (at 30 cents a mile). There are phase-outs in some cases based on adjusted gross income. Check with your professional tax adviser.

4. Deduct 100% of your healthcare costs from your taxes

The IRS allows all self-employed to deduct 100% of health care costs from their taxes by using Section 105 of the Internal Revenue Code. To receive this deduction, you must do the following:

a) Hire your spouse as an employee of your business.

b) Have your spouse receive health insurance in his or her name, and include the family on the policy.

c) Pay your spouse a salary that will cover the costs of the insurance.

d) Talk to your tax professional about planning for Section 105 on your taxes.

We all know your spouse is active in your business. Now, you can equally recognize their contribution he or she makes – and get Uncle Sam to give you a tax break.

5. Help for families with kids -- CHIP

All states have established new programs that help lower income families with children to pay for health insurance for their kids. Financed partly by the federal government, the Children’s Health Insurance Programs (CHIP) operate either as an expansion of the state’s Medicaid program or a subsidy for basic private health insurance. Eligible families may be able to access coverage for their children at greatly reduced premiums which will vary depending upon family income. Contact your state Department of Health or Insurance for more information.

6. Shop around

Hospital costs vary widely, especially between urban and rural facilities. If your doctor has admitting privileges at more than one hospital, find out if you can be admitted to the one that’s less expensive. Keep in mind that hospitals operated by non-profit foundations are usually less expensive than investor-owned, for profit hospitals. To find out how much your local hospitals charge, ask your doctor. Many states have Health Services Cost Review Commissions, which compile such data.

7. Check for free clinics in your community

You and your entire family can save hundreds of dollars by taking advantage of the many free screenings, immunizations, and other health clinics offered by your local community or a town near you. Numerous community hospitals and social services can provide blood pressure checks, shots for your children, free contraceptives and/or advice, and other preventative health care at little to no cost.

8. Get a second opinion out of town

Believe it or not, your chance of undergoing an expensive surgery or preventative procedure may depend solely on where you happen to live. Statistics show that the frequency in which certain medical procedures are performed varies widely from location to location. For example, residents of New Haven, Conn., are twice as likely to undergo a coronary bypass operation as residents of Boston, Mass. What’s the reason for this discrepancy? One Dartmouth Medical School expert, John E. Wennberg, M.D., M.H.P., explains that certain operations are simply more fashionable in some parts of the United States than others. So, if you plan to get a second opinion prior to surgery, consider going to a specialist in another city. In addition, try to find out what the surgery rates for your procedure are in different cities. HealthAllies.com also offers this service online at www.healthallies.com. To get the names of second-opinion doctors in your region, call the U.S. government’s toll-free second-opinion hotline at 1-800-638-6833.

9. Don’t pay double for a second opinion

As you make arrangements for a second opinion, ask your doctor to send copies of your medical records, x-rays, and lab tests to the second-opinion doctor. These tests don’t need duplication; your second doctor will have the information he or she needs – and you don’t pay double.

10. Emotional stability

Your mental health is equally important as your physical health. Do you have blue days once in awhile, or struggle with gray winters? St. John’s Wort, an over-the-counter herbal supplement, has been proven to increase positive moods. Before rushing to your family physician for medication to make you feel better, try supplements with a combination of expressing your feelings with friends and a healthy lifestyle. Mood stabilizers are some of the most costly medications on the market today. However, you should be aware of the signs of stress or even depression. Give yourself a simple screening test:

  • Do you have feelings of sadness and/or irritability?
  • Has there been a loss of interest in pleasure activities you once enjoyed?
  • Have there been changes in your weight or appetite?
  • Have you noticed changes in your sleeping pattern?
  • Are you feeling guilty?
  • Do you have the inability to concentrate, remember things or make decisions?
  • Are you fatigued or have a loss of energy?
  • Do you experience restlessness or decreased activity noticed by others?
  • Do you have feelings of hopelessness or worthlessness?
  • Do you have thoughts of suicide or death?

If you answer “yes” to any of these questions, consider consulting your family physician. If they recommend mental health treatment, it is more cost-effective to have your family physician prescribe mood stabilizers instead of seeing a psychiatrist. However, follow your doctor’s instructions on counseling and referrals to mental health professionals.

11. Order your prescription drugs by phone, web or mail

There are many discount prescription drug benefits available for a modest cost. Communicating for Agriculture and the Self-Employed offers a free prescription card through PCS. This program saves its members up to 40 percent at over 55,000 pharmacies nationwide. On average, CA members save $9.39 per prescription order. You can enroll free on their Web site at www.selfemployedcountry.org.

12. Ask your doctor to prescribe generic drugs

Medicine marketed under its scientific name is usually 50 percent cheaper and just as effective as brand-name versions. In addition, look for generic drugs in the medicine you purchase over the counter. For example, 100 generic aspirin may cost $1.79; the same ingredients packaged under a well-known brand name can cost more than $5 for 100 tablets. Consider, also, just how important the new easy-to-swallow products are to your comfort. The lesser price of some medicines may be comparably easier to swallow when thinking about your budget.

13. Get enrolled in a group plan

For self employed people including those involved in small businesses, individual health insurance can be extremely costly – sometimes as much as 30 percent of your take home pay. By joining associations like National Association for the Self Employed (www.nase.org), you have the opportunity to enroll in a group insurance plan with unique built-in cost controls.

14. Choose a higher deductible

Often for the healthy family, the number of visits to the doctor totals less than $250 a year, a normally low deductible rate. This low deduction rate, however, can end up costing you more in the form of higher premiums. If your family has enjoyed good health for a number of years, you may want to switch to a higher deductible of $500 or $1000. You’ll notice greatly reduced premiums.

15. Pay premiums annually

You avoid the service fee and may also receive a discount from your insurance carrier. Check with your insurance agent about how much money you can save if you pay your premium one time during the year.

16. Make sure there’s a ceiling for out-of-pocket expenses for catastrophic illnesses

About half of individual policyholders lack this important provision, according to insurance experts, who recommend a major medical policy with a stop-loss clause limiting policyholder payout to $2,000 or $3,000.

17. Get educated about your health

Invest in your health by becoming information-rich. Read publications about health care. Pay special attention to free wellness publications like Inside Mayo Clinic at www.mayo.edu/healthinfo/public.html or have on hand a book on medical self-care, like The AAFP Family Health and Medical Guide and The Merck Manual of Diagnosis and Therapy. A wealth of information is also available on the Internet.

18. Take advantage of free health advice

For free information booklets from the U.S. government about nearly every health care topic you can imagine, simply write to the Consumer Information Center in Pueblo, Colorado. The government offers several dozen booklets on topics ranging from nutrition, medical problems, mental health, to drugs, exercise and weight control. To receive a catalog explaining these booklets, write to:

Consumer Information Center
PO Box 100
Pueblo, CO 81009
www.pueblo.gsa.gov (you can download booklets from this site)

Once again the U.S. Government comes through by providing a number of toll free health care information phone services. Topics are numerous, including hearing aids, cancer information, Alzheimer’s disease, drugs and pregnancy issues. For information on the health topics and phone numbers, call the National Health Information Center at 1-800-336-4797.

19. Brush up on first-aid skills and become CPR certified.

Proper treatment of various accidents may reduce the number of visits to the doctor, and can save lives in an emergency. It’s important to always keep an updated medical kit in your home or office.

Here are the basics for your first-aid kit:

  • bandage supplies, including a roll of 3 inch wide gauze, individually packaged 4 inch sterile gauze pads, a roll of 1 inch bandage tape, butterfly bandage tape, and scissors
  • elastic bandages
  • cotton swabs
  • sterile dressings or towels
  • pain reliever (acetaminophen or ibuprofen)
  • anti-inflammatory medicine (ibuprofen)
  • ipecac syrup (for use on advice of medical professional to induce vomiting)
  • tweezers
  • hydrogen peroxide
  • skin creams, including hydrocortisone cream, calamine lotion and antibiotic creams
  • an antihistamine (diphenhydramine for allergic reactions)
  • flashlight
  • eye patch
  • arm sling
  • tongue depressors (to be used as a finger splint)
  • ice pack
  • re-hydration fluids (such as Pedialyte or Infalyte)

20. Take a lifestyle approach to wellness – every day

Take charge of your health by making simple changes in your lifestyle. By following these seven basic rules of good health, you’ll improve your chances of living a long, healthy, active life.

  • Get eight hours of sleep per night.
  • Eat breakfast every morning.
  • Cut down on snacks between meals.
  • Keep within 10 pounds of your recommended weight range. If you’re unsure what your weight range should be check with your doctor.
  • Exercise aerobically for at least 30 minutes three times per week.
  • Don’t smoke.
  • Don’t drink more than two alcoholic beverages per day.
  • Take recommended dosages of vitamins and supplements.

Successful Business Decision Making

Some people make decisions without any difficulty, while others struggle. Are you having trouble making a decision? Do you feel overwhelmed by all the choices you have, and aren’t sure how to pick just one? No matter how big or small those decisions might be, I can teach you how to strategically:

-- Define your decision and come up with alternatives

-- Determine what criteria you’ll need to help you make the decision

-- Make the decision

"If we wait for the moment when everything, absolutely everything is ready, we shall never begin." – Ivan Turgenev, famous 19th-century Russian novelist, poet and playwright

DEFINING THE DECISION AND ALTERNATIVESSTEP 1: What is it that you need to make a decision about? Maybe you have several choices to make, but start with one. Ask yourself a couple of questions that are applicable to your situation, such as:

“What do I want to be doing for the next 6 months?” “What business am I going to start?” “What aspect of my business do I want to grow?”

STEP 2: Determine your primary goal and write it down. For example, you might want to grow your business over the next six months. Therefore, your goal sentence might be: “I want to earn 25% more within the next 6 months.”

STEP 3: After you’ve written your goal sentence, begin brain-storming a list of ideas for how to achieve the goal. Below are some rules for brainstorming:

-- Write all ideas down – ideas are neither bad or good--they’re just ideas!

-- Do not judge or analyze the idea – just write it down.

-- Make the process fun!

You do not have to generate a list of ideas in one sitting, but you may need to set some limits around how much time to spend creating your list. Be creative in how you capture your ideas. Carry a small notebook with you so when an idea comes to you, you’ll be prepared and write it down immediately. I put stickies (Post-It notes) and pens in my purse, car, and bedroom, so whenever and wherever I generate an idea I have a way to capture it. When I’m ready, I collect the stickies and add them to a master list I keep in my office. Just do whatever is easiest for you!

After you feel you’ve completed your options list (or when the time you’ve given yourself to make the list has run out), ask someone you trust to read over your ideas. This person needs to be someone who has a positive attitude and is supportive of your efforts! The person may come up with some options you hadn’t considered. Write them down! Remember, you’re not judging the ideas--just recording them at this stage.

DETERMINING THE CRITERIA AND EVALUATING EACH OPTION

STEP 4: Identify no more than 4 or 5 criteria that you will use to determine how well your options achieve the goal you’ve established.

Decision criteria provide checkpoints to measure your options against your goal. Typical criteria fall into two categories:

Do-ability (do I have the money, time, expertise?)
Likelihood of Success (do they meet the goal in time, revenue, fun factor?).

STEP 5: Using the criteria you’ve defined, evaluate each option. This process can be as simple, or complex, as you desire, and may be qualitative or quantitative. You may need to allow some time to experiment a bit with some ideas to test them out and determine how well they meet each criteria.

MAKING THE DECISION

STEP 6: Sometimes the winner(s) is obvious…you’ll just pick it and go with it. Or, you may immediately notice certain ideas drop to the bottom of the list and just need to be deleted because they do not support your business needs. When one option is not standing out among the others, you may have to prioritize the options by weighting the criteria to help you evaluate the alternatives and make your decision.

BONUS STEP: Keep in mind, just because an idea may not fit with your current focus; it may serve you later. Create a place to store those ideas--an “idea vault” to tap into the next time you need good ideas!

Terri’s keys to successful decision-making

-- Write it all down!

-- Clarify the decision you are making

-- Know your goals

-- Be creative in coming up with options

-- Trust your gut

-- Don’t procrastinate!

Marketing Messages: Your 10 Most Important Business Principles

As a self-employed professional, you have two basic strategies for your marketing efforts: Writing or Speaking.

No matter whether or not you do both of these activities or only one of them, you need to know what messages you want to convey to your audience.

That's why you need to create a list of your 10 Most Important Business Principles (MIBP). Without them, your marketing efforts will be too diffuse to really grab the attention of your intended ideal clients.

Your 10 Most Important Business Principles inform, expand, and provide clarity for your business vision. For example, the vision statement for my company, SoloBizVille is:

Through collaboration, community, and continuous learning, any professional can create a joyous, sustainable, and profitable one-person services business.

For me, as a Business Coach for Solopreneurs, my 10 MIBP are:

  • Nobody needs a stronger weakness.
  • If you chase 2 rabbits, both will escape. Focus is power.
  • Ideas are "a dime a dozen," but right action is rare and worth millions.
  • Mistakes are the stepping stones to success. Embrace them.
  • Success and integrity are not mutually exclusive.
  • Embrace the goal, not the plan.
  • This is your life, not a dress rehearsal.
  • At least 5% of your clients and projects are from Hell. Always. No exceptions.
  • Success comes by doing what you do magnificently. Delegate everything else!
  • Your strengths are so easy you think everyone can do them. They can't!

As you can see, some of my MIBP are reasons why solopreneurs are frustrated; while others are principles for business success. But all of them are principles that I believe in and use when I coach solopreneurs.

For a contrast, these were my 10 MIBPs when I was working solo as an Independent Technical Writer and Publications Project Manager:

  • The client is always right, even when he isn't. Always respect and honor the client's objectives.
  • Project risk is always reducible.
  • Success requires mistakes ­ but make them small ones! And always correct your own ­on your own time and dime.
  • The client wants options and possibilities.
  • Never surprise the client.
  • Always communicate cleanly, regularly, appropriately, and proactively.
  • Use an editor!
  • Keep all boundaries professional, clean, and open at all times.
  • Hold the client as accountable as I hold myself.
  • Manage the client's expectations at all times.

Once you know your 10 MIBP you immediately have at least 10 topics for promoting your business. You can write a series of articles like this one, or use them as topics for speeches or seminars, or create checklists and worksheets based on your MIBP for use by your clients, or print them on the backs of your business cards, or write a book or ebook about them. You get the idea.

Using your 10 MIBP in your marketing ensures congruency in your business messenging ­ strengthening the image of your business in the minds of your potential clients.

Growing Your Small Business Through Alliances and Joint Ventures

-- Beyond Cold Calling, “Warm” Calling and Sending E-mails --

Many Solo Entrepreneurs work from a home office. Our only connections to the outside world are the internet / e-mail and the telephone. Cold calling, “warm” calling and sending e-mails may seem like the most obvious way to let people know about us and to generate sales. But, there’s another way that works even better.

An alliance is usually an agreement between two businesses whose services or products compliment each other. Each agrees to recommend the other’s services to their respective clients and to pay a percentage to the other if the referral results in paying work. Let’s say you’re a marketing expert, but you don’t do public relations. However, sometimes your clients require public relations as part of their marketing strategy. You meet with several public relations experts who specialize in different fields, but who don’t offer your type of marketing services, and you form 3 alliances. A 10% commission is what you agree on for mutual referrals that result in work. Now, both you and your alliance partners are more “full service” providers. You can offer PR services to your clients and your partners can offer marketing services to theirs through you. In addition you could add them as “partners” on your website, giving your company the advantage and versatility of an expert team. It’s a win - win situation.

A joint venture is formed when you not only have an alliance but you come up with a strategy to find customers together. Suppose you make custom window treatments. You decide to speak to a local fabric shop that specializes in upholstery and window fabric. If you could be their exclusive referral for customers that need someone to make their fabric into beautiful draperies, and you are willing to pay them a commission for each referral, what happens? They can say they now offer a new value-added service to their customers, which may mean a customer chooses their store above another. You have a steady source of customers. You may even get them to display some of your draperies made with their fabric in your store. They agree to allow you to advertise in their store, perhaps even offer a workshop, and you’ll recommend them exclusively to your clients. You may even advertise together. The possibilities are limitless.

There are numerous ways to put together alliances and joint ventures. Thinking outside the box and being clear about what benefits both parties would receive are essential. As always, getting the agreement in writing is a good idea, as is being sure the person you're dealing with is honorable and reliable. And try to discover ALL the alliance possibilities that exist for your business. Our custom window treatment business owner above could also contact interior designers, furniture stores, residential real estate agents, home builders sales offices and even paint stores. So, what are you waiting for? Start today by:

-- Making a list of at least 5 prospective alliance partners.

-- Making a list of 5 ways the alliance would benefit them and you.

-- Making a list of 5 ways you could implement the alliance. start making contact!

One Final Note – some people have asked whether or not to disclose the partnership to the client. Sometimes it’s obvious that you are referring a client to your alliance partner, as in the case of the drapery maker and the fabric store. If it’s not so apparent, you may want to simply inform your client that you will be working with your alliance partner who is an expert in their field. For the sake of consistency, how much to explain to a client is something that you and your partner should agree upon up front.

How Your Habits Control Your Small Business Success

Habit: A consistent behavior you perform so frequently that it is automatic.

For example, if you learned to drive a car with a standard transmission, the first few lessons were pretty jerky while you learned to synchronize the clutch with the accelerator pedal. If you released the clutch too fast, the car would stall. If you pressed the accelerator too fast without releasing the clutch, you raced the engine ­ but you and the car were still sitting there! However, with practice, practice, and more practice, you learned to synchronize control of the clutch with control of the accelerator so that you don’t even think about it any more. It is now a habit.

All habits consist of knowledge combined with skill from practice. What all this means is that you can learn new habits to replace those that are no longer working for you. You have to change what you’re doing, how you’re doing it, and the choices you make in order to change your business results.

If you keep doing what you’ve always done, you’ll keep getting what you’ve always gotten.

That means that if your business is not headed in the direction you desire right now, you must make new choices and start new habits to ensure you ultimately get the results you want.

Your choices of habits, determine your success.

That may seem harsh to you. Especially if you’d like credit for having “Good Intentions.” The fact is that your intentions, however good, are immaterial until they are supported by your behaviors. In fact, good intentions that are not actualized will drain you of the energy necessary to take effective action. Remember, the only question of significance is “What's working and What's not?”

Every habit has its consequences. Habits that are working for you create positive consequences; habits that are not working for you create negative consequences ­ every time. You may not like that your habits create consequences ­ but you’ll still receive those consequences just the same. Whether or not you like it isn't a factor. The fact is that as you keep on repeating a behavior you will get repeatable, predictable results.

Up to 90 percent of your current behavior is based on habits.

By and large, these habits work for you. They save you from the tedium of having to make new decisions each day. Wouldn’t it be boring and a waste of energy if each day you decided to brush your teeth, but then had to decide where, with what toothbrush, with what of the 100’s of toothpastes now available, for how long, with what type of action on the toothbrush, and so forth. It's much easier to go into automatic and let your neural net take charge ­ freeing you to plan for that important meeting with your big client at 2 PM.

Habits are part of being human; we all have them. We use them to conserve energy and effort; to provide familiarity/security; to free up energy for other things; to improve and fine-tune our skills; and to assist in avoiding physical and/or mental pain. Often, a particular habit can lose its usefulness. Yet, because we are human we tend to continue the habit, knowingly or unknowingly. Only with awareness and a strong reason or motivation to change can we initiate and sustain change.

Habits tap into the nearly human obsession to be (and to appear) consistent with what we have already done. Once we have made a choice or taken a stand, we encounter personal and interpersonal pressures to behave consistently with that commitment. For good or for ill, the drive to be (and to look) consistent constitutes a highly potent weapon of change.

To understand why consistency is so powerful a motive, it is important to recognize that in most circumstances consistency is valued and adaptive. Inconsistency is commonly thought to be an undersirable personality trait. The person whose beliefs, words, and actions don’t match may be seen as indecisive, confused, two-faced, or worse.

On the other side, a high degree of consistency is normally associated with personal and intellectual strength. Certainly, then, the personal consistency brought by habits is highly valued because it provides us with a reasonable and gainful orientation to the world. Most of the time we are well served by habits... without them our lives and our businesses are difficult, erratic, and disjointed.

By superimposing a new habit on top of an existing habit, you can create a new way of doing things. In other words, you start replacing old negative habits with new positive habits.

For example, if you always show up late for meetings, your stress levels are probably high and you feel unprepared. To improve this you might decide to develop a new habit of arriving five minutes early for every appointment, including meetings. If you take on this challenge you might notice:

- The first month or so of the new behavior is tough. In fact, you’ll find yourself reverting to the old behavior during times of stress or unawareness ­ this is normal because it is in compliance with our need to be consistent with our prior behavior. However, don’t resort to self-recriminations for the backsliding. Just pick yourself up and recommit to the desired new behavior!

- The more you activate the desired new behavior, the easier it becomes. Eventually, it will be become just as strong as the old habit you are replacing ­ then it will supersede the old behavior. Employ the principle of consistency to help you build your new habit.

By systematically replacing your negative habits with new positive habits ­ one at a time ­ you can dramatically change all aspects of your business.

Think Yourself To Success

What are the sharpest tools in your toolkit? Is it your business website or brochure? How about your press kits or pitch letter? Often solo entrepreneurs first think of a technological tool since technology allows us to "do more with less cost". The truth is your sharpest tool is your mind which is where every action is first created. Consider the following ways to sharpen your best tool.

A Fish Tale

A favorite fish of many hobbyists is the Japanese carp, commonly known as the koi. The fascinating thing about the koi is that if you keep it in a small fish bowl, it will only grow to be 2 or 3 inches long. Put the koi in a larger tank and it will reach 6 to 10 inches. Put it in a large pond and it may get as long as a foot and a half. However, when placed in a huge lake where it can spread out, it has the potential to reach sizes up to 3 feet. The point is pretty clear. The size of this fish is directly proportional to the size of the pond. A comparable analogy can be made concerning people. Our growth is determined by the size of our world. Not the physical dimensions, but the mental, emotional, spiritual and physical opportunities we experience. Realizing that our growth comes from the inside, we better understand that that unless we expand who we are, we'll always have what we've got. Think of it this way, SUCCESS BEGINS WITHIN.

HEADLINE New York Times, 1991 "Optimism Emerges as Best Predictor to Success in Life"

Daniel Goleman, author of Emotional Intelligence, reported on this groundbreaking research conducted at the University of Kansas. What was discovered was this: People with high levels of hope share several attributes:

-- They turn to friends for advice on how to achieve their goals.

-- They tell themselves they can succeed at what they need to do.

-- They believe that things will get better as time goes on.

-- They are flexible enough to find different ways to get to their goals.

-- If hope for one goal fades, they aim for another. Those low in hope tend to become fixated on one goal and persist even when they find themselves blocked.

-- They show an ability to break a formidable task into specific, achievable chunks.

People who get a high score on the hope scale have had as many hard times as those with low scores, but have learned to think about it in a hopeful way, seeing a setback as a challenge, not a permanent failure.

This study proved what wise people knew all along - YOUR ATTITUDE AFFECTS YOUR ALTITUDE.

It's All About Attitude

You hear that all the time, but what does it really mean?

-- Expecting the best in everything--not the worst.

-- Remaining upbeat--even if you get beat up.

-- Seeing solutions in every problem--not problems in every solution.

-- Believing in yourself--even if others believe you have failed.

-- Holding on to hope--even if others say it is hopeless.

Here's the good news: Positive attitudes can be learned. One of the fastest ways to transform our attitudes is with our language. These are the words you want to eliminate from your vocabulary: I can't­. I don't have the time. I'm afraid of. I doubt it . These are the words you want use more of every day: I can..I will make the time..I am confident. ­I expect the best. YOUR WORDS SHAPE YOUR ATTITUDE.

SUCCESS BEGINS WITHIN. What are you willing to do differently as you create your next success? Close the gap between KNOWING and DOING by taking a single action each day. Challenge yourself to raise the bar and enjoy the possibilities! TAKE ACTION NOW!

10 Essential Tips for Starting Entrepreneurs - Ignore these at Your Peril!

1. Do What You LOVE: If you've chosen your business because you read that this niche was the next hot one, or because your favorite uncle (or your best friend) thinks you'd be well-suited for this business, you may as well pack up now and save yourself some time and money. If you don't love what you do, it will show...potential customers will know it and will go elsewhere. Is it possible to be successful anyway? Sure -- but it won't be easy and it won't be fun...and isn't that why you want to be in business for yourself anyway?

Instead, choose what you love. You'll know what that is when you find yourself being incredibly productive, forgetting the time passing by, and not being able to wait to get up in the morning to do more! At Solo-E we call that being juiced...but whether you call it being in the flow, or the zone, or whatever, FIND IT!

2. WRITE DOWN Your Business Plan: As a small or solo business owner, you still need a business plan. Even if you aren't getting a loan! Would you invest thousands of dollars of your own money buying stock in a company that didn't have a written prospectus? (I hope not!) Then why would you spend thousands of dollars AND hours of your precious time on a business that doesn't have a written plan?

Write your plan, get it critiqued by professionals, and most important, BE READY TO CHANGE IT. This may seem counterintuitive...why bother writing it down if it's just going to change? Because writing it down makes it more clear...and helps you get to the next stage of learning and planning and revising. It's critical--67% of businesses that failed had no written business plan. Want to play the odds?

3. Multiply Your Expected Startup Costs by Two--or Maybe Three: When I started my business, an honors MBA grad with 15 years of solid business experience behind me, I figured I was smart enough to estimate my startup costs accurately. I knew all the things I needed and made conservative estimates and I was still WRONG! That's right, I was still off by a factor of almost three. Don't make this mistake! One of the biggest reasons small businesses fail is because of lack of capital. Give yourself the best possible start by saving or acquiring sufficient startup funds NOW. Before you start!

4. Make Your Market Niche as Small as Possible: Again, this is counterintuitive--shouldn't you try to appeal to as many people as possible? The paradox is that the more you try to appeal to EVERYONE, the less you will appeal to ANYONE. Let's say you are selling your house...would you rather list it with the agent who operates in 14 counties, sells both commercial and residential real estate, and sells everything from cottages to estates? Or would you pick the agent who specializes in your community, selling only houses in a well-defined price range that she knows extremely well? Ruthlessly define your niche, make it as small as possible, and stay true to it. You'll thank me later!

5. Do Marketing Your Way: The temptation is to choose all the marketing methods that the competition uses. To stay with tried-and-true marketing channels. To place advertisements that you know nothing about creating, or make cold calls that give you heartburn. Why? Because (all together now) "that's how it's always been done."

It's difficult to stand out among your competitors when you are doing the same kind of marketing! So instead, look to your strengths. What do you like to do? What are you good at? Then choose three marketing methods that play to those strengths. If you need ideas, check out 136 Ways to Market Your Solo Business, another article at www.Solo-E.com.

6. Remember the Most Important Ingredient in Your Business--YOU: Business-owner: know thyself. Spend some time learning about who you are and how you are unique. Then let that uniqueness shine through in your marketing, in how you run your business, in everything you do. Don't hide your quirks--celebrate them!

Customers go to small and solo businesses primarily because they are looking for a personalized experience. They want a relationship with you as the owner of your business. If you try to come off as who you think they want, they'll smell right through that and not come back. Be who you are, and trust that who YOU are is going to be attractive to the right people.

7. Build Your Business by Building Relationships: Being a small or solo business owner isn't about sitting in the corner alone. Actually it can be--and that isolation is what drives many out of business and back into a "job". Build relationships to survive! Start with your colleagues--others you know who are at the same stage of business as you, or are farther along and willing to mentor you.

Next, build relationships with potential customers. Ask them what they want! Then create products and services based on their input and come back and show them what you have done. Get feedback, tweak, and maybe make your first sale. Stay in touch with your customers even after they leave you.

Last but not least, build relationships with your competitors. You might be able to do this right at the beginning, simply by asking them for their advice. Surprisingly, many ARE willing to share their secrets if you just ask. Later on, build cross-referral relationships, co-marketing alliances, and other relationships that are win-win for you, your competitors, and your customers.

8. Don't Accept a Customer Just For the Money: This is probably the hardest advice for new business owners to apply. Especially when there is a job, a project, a potential client, just outside your niche, that could keep your business solvent for the next six months. Don't do it! Taking on a client outside your niche inevitably results in frustration for you, dissatisfaction on the part of the client, and in the end, usually costs you more than you make. Ask any successful business owner and they'll tell you this is true!

9.. Don't Do Everything Yourself: It's so tempting to fall into the self-deception that "it's cheaper for me to do it myself." IT"S NOT! If you aren't good at something, for instance bookkeeping, it will probably take you 2-3 times as long--time you could be spending doing things that are essential for you to be doing personally, like writing your business plan or deciding your marketing strategy. Put sufficient capital into your business upfront so you CAN hire help right from the start. Your business will get off to a quicker start because you aren't distracted by time-consuming tasks that drain your energy.

10. Assemble Your Support Team: Start with the people who will help you do the things you aren't good at. Some examples: bookkeeper, marketing writer, web designer. Then add the people who give you professional business advice: a lawyer, an accountant, a business coach. Finally, include the people who support you personally: your family, friends, and colleagues.

Don't forget to be part of other's support teams, too. Share your expertise at Solo-E, start a networking group where business owners support each other, share a referral with a colleague. Solo Entrepreneurs supporting other Solo Entrepreneurs is what will make us all successful!

Saying 'No' Gracefully to Customers and Colleagues

Envision the scenario: You’ve just been asked at the last minute by Chris, the organizer of your local networking group, to replace the scheduled speaker at next month's meeting. You already have too many commitments on your plate. Imagine your response:

You: “Well, I don’t think I’d have enough time to prepare. I’m awfully sorry—I wish I could help you!”
Chris: “Your last speech was super—maybe you could just talk some more about that topic? I’d really appreciate it!”
You: “I’m glad you liked it--maybe I could do it…
Chris: “Oh that would be great! Just let me know the title…” ...fade

How might you feel about doing this speech? You might feel stressed or resentful. You might not be at your best when you do the speech. Other work that you’d really like to be doing might suffer.

Now imagine a different response:

You: ”No, I can’t be prepared on such short notice. I know how hard it is to find someone—Alex speaks on a variety of topics and I think she could fill in for you. I’ll give you her number.”
Chris: “Thanks! That will really help.”

This is a win-win-win: Alex gets an opportunity to speak (her specialty), Chris gets a speaker, and you aren’t saddled with a commitment you don’t want--plus, you’ve probably earned some good will from both Alex and Chris. What a difference!

Whether you are saying no to a collaborator asking you to do something, or saying no to a potential client that you really don’t want to have, the ability to say no gracefully is a key skill when you are in business as a solo entrepreneur. Here are four quick steps to learning this skill:

1. Understand the reasons you say "yes", even when you don't really want to. Here are some common reasons; which ones apply to you?

-- You want to please people; you don't want to hurt anyone's feelings.

-- The customer is always right, you can't say no to the customer!

-- It's not polite to say no; if you say no you feel you are being self-centered.

-- You are flattered by the request.

-- You feel like you need the business!

-- You can't think of a nice way to say no fast enough.

--You think there might be other unforeseen negative consequences if you say no.

2. Recognize the good things that can come out of saying "no":

-- You have more opportunities to say "yes" to the right customer.

-- You have more time to do the things you *want* to do.

-- Saying no expresses how you *really* feel. You are taking responsibility for your own feelings and letting others take responsibility for theirs.

-- Someone else who really wants this customer's business, has a chance to get it

3. Learn how to say "no" gracefully:

-- "No, I can't do that." Don't beat around the bush-put "no" right upfront.

-- Use non-verbal cues to underscore the "no"-shake your head; use a firm and direct voice, use eye-contact.

-- Add an explanation if you want, but don't apologize: "I have another commitment." - even if that commitment is to yourself!

-- Be empathetic if the situation calls for it: "I know how hard it is to find a tax-preparer at this time of year."

-- Recommend an alternative if one is available: "Let me refer you to..."

-- If you're not sure, it's always OK to ask for more time to think it over!

4. Practice your new skill:

-- Rehearse ahead of time if you think it will help. Role play with your business coach or a friend or colleague.

-- Choose a low-risk situation first. Practice on your significant other, family, friends. Or practice on strangers, if that's easier for you: the salesclerk who wants to sell you one more thing, the telemarketer calling at dinner.

-- Work your way up to friendly clients. They are likely to appreciate the boundaries you are setting!

-- When you have the courage to fire that client who hasn't paid and makes unreasonable demands-you'll know you've mastered saying "NO!" (Hint: refer them to someone else that is a better fit and help manage the transition!)

Saying "no" gives you freedom. It is a way of honoring both yourself and the person you are saying "no" to. Learn to do it well, and you will earn the respect of others--and yourself!

Blowing Your Own Horn - A Key Marketing Strategy for Small Business

-- Building Credibility Through Success Stories --

Successful solo entrepreneurs spend quite a bit of time building and expanding their networks. These networks can cover a broad spectrum – professional associations, community service, school or alumni networks, virtual communities, athletic groups, neighborhood associations. There are a variety of choices when creating our support system.

What they all have in common is this: we engage in the same activity – relationship building. We may meet face to face, over the telephone or online. We exchange pleasantries, information, referrals or resources and in doing so, strengthen the bonds with individuals and the whole organization. What is not quite as common in our exchanges is the use of a personal or business success story. A success story has a double message: it highlights a specific activity that we accomplished or service that we do AND it communicates a distinguishing level of achievement. Both messages serve to build credibility with the listener, which in turn builds trust.

Success stories need not be complicated or lengthy. Here are a few considerations when preparing your own.

Be Proud About It – A good success story translates as truly genuine when you feel proud to share it. "I am so thrilled that I was able to save my client $5,000." –a Financial Services Representative

Be Prepared – Think through your list of recent business achievements, honors, awards or professional certifications that represents something you are proud of and demonstrates an achievement. Then select one or two to share with your contacts at an appropriate time.

Be Specific – Describe exactly what product or service that you delivered or the type of honor or certification that you received. "I recently completed the requirements for the Master Certified Coach designation." – a Business and Personal Coach

Make It Current – Be careful to use situations or events that occurred within the past six months. This keeps it in the category of "news" that your listener may be interested to know.

Keep It Brief – A few good sentences about the award or business achievement is all it takes. No need to dominate an exchange.

The next time that you interact with a client, colleague, friend or family member, try blowing your own horn. Humorist Will Rogers said, "It ain’t bragging if you done it."

Top 3 Strategies to Boost Your Perceived Value

Clients who love what you do are the cornerstone of a successful professional service business. Here are three ways to boost the value your clients associate with you and your business.

1. Deliver unexpected value.

Delivering your service with excellence each and every time is the foundation of this method. Excellent service is essential. But you can't stop there if you want to create top-of-mind awareness and become one in a million in the mind of your client. You also need to proactively manage your client's expectations, and to provide unexpected value systematically and regularly.

Management of client expectations begins with your very first contact. How you introduce yourself and your business, the messages you provide in your marketing materials and your reputation combine to create a set of expectations in the mind of your client.

And that set of expectations is why your client hires you. If you don't live up to those expectations, no matter whether or not they are realistic, your perceived value instantly decreases.

Hence, it is incumbent upon you to unearth all expectations held by your client that will ultimately affect her evaluation of your service. Where it's appropriate, you need to help your client revise her expectations of you. This is an on-going process as you interact with your client over time. But you mustn't ever forget to attend to the task of managing client expectations.

Adding unexpected value is easy and has a great impact on the positive perception of your business. This can be done in a myriad of ways, depending on what your actual service is just be sure that the unexpected things you do or give your clients are aligned with who you are and what your business is. A couple of ways you might give unexpected value are:

-- Giving your home phone number to clients when you're working on a project that requires late hours or weekend work (i.e., making yourself available outside of regular business hours).

-- Keeping a file of information you come across in the newspapers, magazines, and on the Internet that is pertinent and valuable to your clients. Regularly sending this information to your prospects and clients even though they may never hire you.

-- Going the extra mile with your services regardless of the short-term expense to you.

-- Delighting and surprising your clients in a personal, yet professional, manner such as with a Happy Completion-of-Project card or a new business journal.

-- Providing extra services either exclusively for your active clients or at a reduced rate for them.

2. Ensure your client's success.

This path starts by ensuring that the service you provide is actually going to solve your client's problem. To do that, you need to perform a thorough discovery process. As part of your discovery process, you'll determine if this project is ideal for you, and if the problems it presents are ones you can magnificently and happily solve.

You'll do your best work on projects you find intriguing, interesting, and just a bit of a challenge to your expertise. If the project will bore you or overwhelm you, I recommend you refer it on to someone else who is better suited to it. Give your clients the best opportunity to be successful by ensuring they have the right person for the job, even when that isn't you. Your client will respect you for this, be surprised by it, and hire you when a more appropriate project arises.

Once you accept a project, proactively reduce the risk your client faces. Your client is expected to provide a solution that meets certain criteria in the areas of schedule, cost, and quality. Be sure you fully understand what those criteria are. Every project needs to rank schedule, cost, and quality in order of importance to the project. The primary criteria could be any of these three. If you have agreed to provide a solution for a fixed fee, manage the scope of the project and your expenses so that you don't exceed the project fee. If you have agreed to a target delivery date, manage the scope of the project and the resources allocated to the project to ensure the date is met.

And, if you have agreed to a standard of quality, manage the schedule and resources to ensure the standard is met. You can only hold one primary criterion at a time the other two are movable. Of course, the ideal is to meet all three criteria. Help your client's projects come in on time, in budget, and with exceptional quality.

Don't just provide your service provide your expertise and your wisdom. Help your clients find an easier, safer, less expensive or quicker way to accomplish their objectives.

3. Toot your own horn.

If your client doesn't know all that you're providing her or her project, how can she possibly fully appreciate you? Clients are busy people and they frequently don't see everything you provide. So it's up to you to make sure that they know what you're doing.

But first you need to know what it is that you deliver for your clients. You aren't just providing technical writing, graphic design, editing or whatever. You are providing solutions, new perspectives, structures, planning, alternatives, strategies, resources, energy, processes, procedures, and more.

Once you know what you provide, find several ways to communicate it to your clients. For example, you can add a hand-written and personalized note on your invoice to the effect of "Terry I really enjoyed the opportunity to brainstorm options to ABC process with you. Looking forward to our continued great relationship." Or set up several different email signatures, each one focused on an intangible you provide.

If you don't toot your own horn, nobody else will!

Build Your Small Business by Building Relationships

-- The One Pager Shortcut Series --

People do business with people that they know and trust. As a solo entrepreneur, your goals will be to make yourself known to your target market and then elevate the relationship to the trust level. This process of building relationships can take many forms. Take a few minutes to review what is working for you in this area. Then consider these ideas to add to your relationship building toolkit.

30 Second Introduction

Have you upgraded your 30 second introduction lately? If you haven’t revised it in the past year chances are the impact may be stale. A new introduction can spark your own energy which will show when you introduce yourself. Consider the use of powerful action words such as create, design, compose, organize, generate, solve, produce, and supply. Deliver it in front of a mirror and see what others see.

What Do You Have to Give?

We often think of what we want to get from relationships. Things like a request for proposal, a new resource, a potential alliance, or a business contact or sale. Flip this over and consider what you are willing to GIVE to your network of potential customers. Do you offer sample products or trial services? Do you have free information that your target market can use? Can you provide a free evaluation of your client’s current service provider? Keep in mind that building relationships is a two way flow that begins with you. Approaching these relationships in a giving, proactive mode is a terrific beginning.

Follow up, Follow up

The simple act of following up with individuals that you meet for the first time will make you stand out. Very few people use a consistent follow up method over a period of time. You must have contact information in order to implement this step. Successful follow up actions include handwritten notes (they stand out), e-zines, newsletters, holiday or birthday cards, an article of interest, and invitations to an event. Choose several actions that fit your personal style and do them consistently. Watch your network grow as you demonstrate an interest in building the relationship.

Tracking System

Consistency in building relationships will be difficult to maintain without a method to capture and maintain contact information in a practical way. This means being accessible and easily updated for changes. Contact software such as ACT, Goldmine, and Outlook were created for this purpose. Other options include business card files, Rolodex, Palm Pilots, and planner systems such as Day-timer or Franklin. Choose the system that fits your work style and schedule time for communication with your contacts and maintenance of the database. This nut and bolts step is an important part of building relationships over time.

Plant a Seed

Think of building relationships in the same way as planting seeds. In order for the seeds to grow, they need water, food, and sunlight over time. For relationships to grow, you provide opportunities for your network to get to know you, what you provide, and ultimately trust you with their business