A Blog by Web Bright Consulting

The 7 words I can use to describe this book are: “don’t judge this book by its cover”, for if you do, you might think it is terrible! A  person’s head with a chef’s hat on top and a picture of a sundae of meatalls, is disturbing, but very smart choices for Meatball Sundae by Seth Godin. Luckily, I really wanted to register for Seth Godin’s SES Webcast on February 26, 2008 and the only way to register is to know the “last word on page 60 of Meatball Sundae”.  He’s actually practicing what he’s preaching!  

With not much marketing knowledge, I love how Seth Godin highlights the basics of “Old Marketing” and introduces the 14 trends of “New Marketing” with a lot of real life examples of big time businesses.

I expect to use a lot of my new knowledge to help my clients with their marketing strategy, and I expect to buy more of Seth Godin’s books, and I’m excited about attending the webcast on February 26.

1. From “Accounting Fundamentals” by www.ed2go.com:

Businesses have minimum standards for component percentages (component percentage = component/sale x 100%). These minimums are what a typical business would like to see to be certain their business is thriving and headed in the right direction. These minimum component percentages are:

• Cost of Merchandise Sold: Not more than 50.0%
• Gross Profit on Sale: Not less than 50.0%
• Total Expenses: Not more than 32.0%
• Net Income: Not less than 18.0%

At a recent workshop I attended by skillpath.com, the instructor suggested starting a Library of Ideas for the workshop. I decided to take this idea further and start a “Library of Ideas” for the year where I’ll be compiling new business (may be other) ideas as I acquire them.

For a lot of small businesses, networking is a very powerful guerrilla marketing strategy. Having people skills is very critical for networking. Research shows that 85% of the reason people get a job is based on their people skill rather than their knowledge and skills. “People who lack social competence end up looking like they lack other competencies, too.” -Dr. Casciaro of Harvard Business School. The good news is that making a good impression is a learned skill.

I recently attended an interesting and valuable seminar on the art of business networking by Susan Benesh*. Here is some of what she had to say…

To give a positive impression:

1. Be rich and/or be beautiful
2. Be credible (know what you’re doing)
3. Use good language skills
4. Be entertaining and gracious

Susan also shared 10 rules for successful networking:

1. Attending official functions or networking events is required and it is work, so you should dress and act accordingly. It is an opportunity to meet other people who you might not have the chance to meet otherwise.

2. Before attending an event you should know:

· The purpose of the event.

· The “host” or host group.

· The agenda for the event.

· The key people likely to attend as honorees.

· The dress code.

· Directions for getting to the location and parking arrangement.

· Room layout.

3. Know the dress code for the event and dress accordingly. Some rules of thumb:

· Fabric: small, tight prints and solids are more powerful.

· Conservative colors and prints are more powerful.

· The more skin you show, the more power you lose.

4. The single most important business accessory: your SMILE.

5. Tips on How to Work a Room and Meet the Key Players:

· Eat before you go; you need to spend your time networking instead of being busy eating.

· Arrange yourself before you enter the room (check yourself in the mirror. Turn your cell phone and your pager off).

· Make yourself known to the key people

· Keep your right hand free for a handshake at all times

· Keep your business cards readily accessible

· Say good-bye to people you met before you leave

· Wrap up conversation with each person before you move on to meet another

· Write thank you notes to host one week after event

6. Introducing yourself So People Will Remember You!

Hello, my name is ……… I work in/at ………….. and am responsible for ………..

7. The Proper Handshake

· Face shoulder to shoulder

· Extend right hand

· Fingers straight, thumb up

· Move the elbow not the shoulder

Note: research show “people who extend their hand first perceived as more powerful”.

8. The Art of Small Talk:

· Establish connection with the person

· Be well-informed of the people attending (Google is a good tool to look up people before you meet them)

· Does not have to be particularly profound, just pleasant

· Ask open-ended question (so, what do you do at your company?)

· Don’t interrupt

· Listen attentively

· Close the conversation before you go away

9. Business Card Etiquette

· Clean

· Accurate

· Look at it when received

10. Conversation Pitfalls:

· Your health or diet habits

· The cost of things

· Personal questions or comments

· Gossip

· Off-color jokes

· Controversial issues

· Aggressive or rhetorical questions

*Ms. Benesh is a veteran of business etiquette in the United States as well as internationally and has traveled to more than 25 countries on this basis throughout Latin America, Europe and Asia. She has been featured on CNN as well as local television for her expertise on savvy entertaining and event planning. She has been featured in Entrepreneur magazine, and is a contributing author and editor of a book on international and cross cultural dynamics, “Global Medical Relief; Preparation, Policy and Practice”.