Who's doing what in Kids Retail in India

• Monalisa, the Versace of kids is coming to India
• Global lifestyle brand Nautika is bringing Nautika Kids
• International brand, Zapp has tied up with Raymond to foray into Kid's apparel
• Disney has launched exclusive chains which stock character - based stationery.
• Pantaloon's joint venture with Gini & Jony will set up a retail chain to market kids' apparel.
• Swiss kids wear brand Milou is collaborating with Tirupur based Sreeja hosieries
• Turner International India Pvt. Ltd. will launch Cartoon network Townsville and Planet POGO - two theme parks designed around its channels - in National Capital region.
• Sahara One Television has signed an MoU to source content from Spacetoon media Group, Middle East's largest kids' entertainment b rand for animation and live content.

Leading the kids' retail revolution is the apparel business, which accounts for almost 80% of revenue, with kids clothing in India following international trends. According to research firm KSA Technopak, the branded segment comprises $ 70.7 million of the total kids' apparel market-size of over $3 billion.

Self-Destructive Habits in India

From Jagdish Sheth's Blog :

Self Destructive habits of good companies -

1. Denial
2. Arrogance
3. Complacency
4. Competency Dependence
5. Competitive Myopia
6. Volume Obsession
7. The Territorial Impulse

'Is India as a nation likely to acquire some of the bad habits?
Is India's IT sector already showing signs of bad habits such as arrogance and complacency?
What should the leadership in Indian organizations do to avoid or break these habits?

In answer to the first two questions, yes, any large organization is at risk to fall into the pattern of bad habits. As I highlight in my book, these habits follow naturally from early successes.

As for the last question about what leaders can do, I would emphasize two important strategies:

• Leadership should constantly remind themselves and others to remain humble.
  
• Early successes cannot be taken for granted because of emerging competition from Eastern Europe, Vietnam and Latin America.

No 'kidding' !

Travelling by train, recently, I witnessed a little boy being coaxed into displaying his recitation skills by his beaming parents, sitting beside him. Indian parents in general find it rewarding to put up a show for any visiting folks, where the kid at home would be asked to display his various skill sets ranging from yoga poses to renditions of popular movie songs.

Partha Sinha, in his thought provoking article, 'Showcase Kids: An obsession with Indian parents' states,

'The Indian obsession of putting a child on display has its roots in the way we have culturally looked at our progeny. Children are new improved versions of the parent –– they don’t and can’t have an identity of their own. The expectation of ‘extended self’ is so much that most people don’t bother to make a pension plan. It’s almost a given that the child will take care of the parent because they are one and the same.

The display value has got nothing to do with the child––it’s got everything to do with their parents. Most metro urban professionals measure their success by two factors –– where do they live and which school their children go to. When the father, most probably taught in a vernacular medium, waxes eloquent about his child’s fees in a Cathedral or Bombay Scottish School, he isn’t talking of the child.'

It would be well for all Indian parents to read what Kahlil Gibran has to say on 'Children',

'Your children are not your children.
They are the sons and daughters of Life's longing for itself.
They come through you but not from you,
And though they are with you, yet they belong not to you.
You may give them your love but not your thoughts.
For they have their own thoughts.
You may house their bodies but not their souls,
For their souls dwell in the house of tomorrow, which you cannot visit, not even in your dreams.
You may strive to be like them, but seek not to make them like you.
For life goes not backward nor tarries with yesterday.'

Cartoon : http://www.manicksorcar.com

Posted by Prof.Ray Titus

Brand 'fancy'

Brand 'fancy'

Rural folk in India are now going the 'brand way'. Take the case of edible oils. According to the Processed Food and Agribusiness - Report by KPMG and FICCI, packaged products are preferred in the edible oil segment as rural consumers are increasingly becoming health conscious as well as brand-aware.

The annual consumption of edible oil in the country is currently about 110 lakh tonnes, 40 per cent of which is branded. While edible oil’s growth, in terms of consumption, is about 8 per cent, packaged oil is growing at 22 per cent.

The reasons behind rural folk joining the growing fold of 'brand consumers' is twofold. First, Brands help consumers be at ease when it comes to evaluations based on quality and other functional attributes. For brand conscious consumers these parameters are a taken as they assume that it would be rare that a brand defaults on such basic attributes. The second reason, is that brand purchases satiate 'aspirational impulses'. Every consumer wants to climb the aspiration ladder. Buying a brand is a sign that shows the consumer has 'arrived', more so for rural consumers.

Now that is not to say that brands will win, hands down. Brands have to customise to rural purchase patterns. In the case of edible oils, marketers targeting the rural folk have taken care to ensure that package sizes are reduced the fit the 'lower' purchasing power of rural folk who cannot afford the money to buy larger quantities at a time.

Pic : http://www.businessworldindia.com

Indian Retail Pie - present & future

Modern Retail in India - Share of categories (%)

1. Apparel - 35
2. Food & Grocery (F&G) - 17
3. Miscellaneous - 15
4. Consumer durables & Information Technology (CDIT) - 9
5. Footwear - 9
6. Jewellery & Watches - 7
7. Pharmacy - 4
8. Furniture - 3
9. Home Improvement - 1

Category share from Modern Retail to change -

1. F & G - 48
2. Misc. - 13
3. Apparel - 12
4. CDIT - 11
5. Home Improvement - 8
6. Furniture - 3
7. Footwear - 2
8. Jewellery & Watches - 2
9. Pharmacy - 1

Source - 4Ps/Technopak Analysis

Top selling cars in India

Top Models (in unit sales); September 2007

1. Maruti Alto - 20,332
2. Hyundai Santro - 12,990
3. Maruti Wagon R - 12,573
4. Tata Indica - 11,376
5. Maruti Swift - 7,623
6. Maruti Omni - 6,245
7. Maruti Zen Estillo - 5,688
8. Maruti 800 - 5,221
9. Toyota Innova - 4,324
10. Mahindra Bolero - 3,835

Source - Autocar India

TOO COOL

Dear all,

No postings on our Blog. It seems to be a bit too cool. I dont believe that all 72 of us have nothing original to post.

I am in Kerala till around mid Dec. Tele No is 09433019583.

Best wishes,

Col Prem Nair

Some Tips for Our Newly Appointed HR Managers from IIM C

How to Interview Candidates – Some Do’s & Don’t’s

Introduction:

Very often we see interviewee’s scratching their heads to find a way, as how they can crack an interview.

Get tensed
Take Coaching's
Speak to elders and experienced people
Take advices
Read Books, Magazines...wherever they find some information as how to crack an interview

They just don't want to leave any stone unturned in their preparation for the interview.

Have you ever seen an interviewer to prepare for an interview?

Many times, I have seen, many of the interviewer's don't even care to scan through the profiles/resumes of the candidates, before sitting "Across the Interview Table". Probably, they think that take interview is not a big-deal.

Many interviewers just ask the questions as it comes to their mind, without even knowing the purpose of those questions.

What do you think how many interviews you can take in one day? If properly conducted, even if you are recruiter and hiring people for entry level positions…you can not take more than 35 interviews in a working day of 10 hours.

If you are taking more than 35 interviews…then I am sorry, you are not taking interviews but just making a fool of yourself and misrepresenting your organization.

Taking interview is an art and not everybody can take interviews. In this write-up we will try to explore this art for the benefit of readers.

You can read the complete article at: http://ezinearticles.com/?Art-of-Taking-Interviews:-Benchmarking- Interviews&id=387427

Let's make a beginning

An interview is a conversation between two or more people where questions are asked to obtain information about the interviewee.

Interviews can be divided into two rough types :

1. Interviews of assessment
2. Interviews for information.

So, do you think that you can take an interview of a person having more than 10 years of experience? I don't think so. If a person is having more than 10 years of functional experience than you are just belittling his image, expertise and stature by taking his interview. At that level, it can only be discussion or interaction for mutual growth and benefit.

I have seen in some of the companies Fresher (People with less than 2 years of experience) taking an interview of a person for the position of HR-Manager (with experience of 6+ Years).

Here I like to share one incident/case. ( Case Study: A Great Company plus a Great Recruitment Consultancy Firm...And A Great Goof-up; Link: http://ezinearticles.com/?Case-Study:-A-Great-Company-Plus-A-Grea t-Recruitment-Consultancy-Firm...And-A-Great-Goof&id=291674)

As I have said earlier in my write-up "Employee Retention Process and Your Marriage" (Link: http://ezinearticles.com/?Employee-Retention-Process-and-Your-Mar riage&id=368554) that recruitment is a first step towards the retention of an employee. You are marketing your company.

First Step: Before Starting the Interview

Prepare for the interview: Take some time to go through the profile of the candidate. Try to understand his role and also prepare a list of questions that you like to ask.
Schedule your time. Don't give same time to more than one person.
Start the interview on time. If you think that you will not be able to start the interview on specified time then inform the candidate. Even if you have informed the candidate about the expected delay…apologize before you start the interview.

Environment for the Interview

Don't take interview at a place, which is either too noisy or too congested.
If possible, put a tag "Do not disturb "outside your cabin or room.
Ensure that the lights are proper and the person sitting there is comfortable.
Record the proceedings of the interview. If you have voice recorder, that will be excellent but if you don't have…then write in down.

Begin the Interview

The candidate might think…Who are you to take my interview?

1. Introduce yourself.
2. Your Name
3. Your Designation
4. Your Total Experience
5. A brief about your role in the organization
6. Since how long you have been associated with your present organization.

Introduce the company that you are representing. How big is the company? What are the various interests and businesses of the company? How it has grown in last 3-5 years? What was profit after tax…in the last financial year? What are the future growth plans of the organization?

Discuss about the profile/job opening for which you are interviewing the person sitting opposite to you.

Specify the qualities and knowledge level that you are looking for.

Also, care to inform him…why his resume has been short listed.

What will be the Recruitment Process that you are going to follow?

Lastly, approximately how many days will it take to close the position?

Discuss about the career growth of the position for which you are taking the interview.

What are the growth prospects? Don't make false commitments.

Now, smartly put the ball in his court by asking him to give a brief about his family, followed by his education.

Start asking the questions about his present job and then move to the previous assignment or job.

Concentrate on following things:

1) His role

2) His span of control

3) Organizational Hierarchy

4) Major achievements in that particular job/ role.

5) Major Challenges that he has faced in his present job; in his career; in his life

6) Why he want to change his job and why he has changed his jobs in past?

Appreciate him, when he discusses about his achievements. Make him comfortable and provoke him to speak as much as he can.

Ask him about his strengths and his personal achievements.

Don't forget to ask him about his goals, aspirations…where he sees himself in next 5-6 years. What is his purpose in life? What are his dreams?

Closing the interview

Tell the candidate that it was a pleasure to talk to him and you are through with the interview, however, if he have any question; if he want ask or know anything…he can do that.

Tell him that someone from your team will get in touch with him for future course of action.

You can read the complete article at: http://ezinearticles.com/?Art-of-Taking-Interviews:-Benchmarking- Interviews&id=387427

Conclusion

During the interview…don't frown at him. Carry a smiling face. In that interview cabin…you are trying to sell the vision of your company; the policies and procedures. Once the candidate is out from the interview cabin, he will be doing an advertisement for your company…Good or bad…choice is yours.

Taking an interview as an Art; if you are expert, you can literally take anybody's interview.

For me the purpose or outcome of the interview should be, "Doesn't matter whether I select the candidate or not; doesn't matter if he joins me or not; but we should be able to stay in touch with each other". That should be the impact he should have; that should be the impression that he should carry with him; that should be the pleasure he should be able to draw from that interaction.

Remember, while taking interviews...you are actually an unofficial ambassador of your company; you are representing your company; you are creating an image for your company and you are building a brand for your company. Doesn't matter whether you select that person or not...unknowingly you are doing an advertisement for your company.

If you are able to represent your company is a proper and professional manner he might join your company...if not now....might be in future. He might recommend you in his company or in his contacts but if handled in an unprofessional manner...he will not join your company and will tell others in his circle to not to join your company.

I am sure, you will like this write-up. Do share your views.

Keep Smiling. Keep Learning and Keep Growing.

Posted by The Headhunter Story

Waiting for Comments and articles of general knowledge for common benifit

COOL BLOG

Dear Ladies and Gentlemen,

It's great that we now have a Blog - thanks to Naresh. However we need some contributions from all. interesting snippets anecdotes etc. Stuff that is original and not merely passed on e-mails.

It may be merely mundane news or views. We are not seeking any high funda intellectual stuff. These inputs will make it a genuine platform for interaction between us.

With best wishes,

Yours sincerely,

Col Prem Nair

Tattoo

'When it comes to regrets, my tattoo falls somewhere between a misguided hookup and the time I drove after one too many beers. For it and all my other mistakes, I’ve forgiven myself — and instead of contemplating laser removal, I choose to look at the tattoo as a reminder of who I was and who I am now. Sure, I’ll keep making mistakes, but I’m smart enough now to recognize and avoid those I may later come to regret. Why spend thousands of dollars erasing this bad decision when I could use the money to make good ones: traveling, helping a friend, buying more Marc Jacobs trousers? And as far as worrying about what people will think of me if they accidentally see my tattoo: If they don’t also see that I’m a fun and empathetic friend, a smart woman and a kind and responsible person, then f--- ’em ; the badass in me doesn’t care.'

"Brand Equity

"Brand Equity (Aaker) is a set of assets (liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers. Brand Equities get strengthened or eroded over time. Which of these happens depends on how the brand maintains and builds on its 'positioning space' over time. With the festival season fast approaching in India, premium brands are faced with a dilemma, which, if not managed in the right manner may erode their brand's equity. That dilemma is whether or not to run consumer oriented sales promos. How can a brand decide on whether to join the promotion bandwagon or not? Simple. All it has do is to reevaluate the way its positioned itself. If it has occupied the premium space in the market based on the belief that its customers have built relationships with it over time due to their high involvement with the product category, then the brand must shun promotions. The error to avoid is an assumption that consumers are 'highly involved' with the product category. For e.g., take apparel; In India, if the brand intends to go after the niche consumer category, then the purchase involvement levels on the part of the target segment is high. On the other hand, if its the mass consumer the brand is after, it needs to recognise that 'involvement' levels are low and that"

Buyer Behaviour

'When a car company charges for roadside assistance, aren't they really just helping themselves?'

'Think about it.'

'Shouldn't a car have more airbags than cupholders?'

'Think about it.'

My bet, your response is, YES, you did think about it! More than that nod of agreement, these questions have provoked you to think and consider the truth in those statements. Its led you to give more than a thought to the lies most marketers tell us consumers to get us to buy their products. and about how none of 'em really care about us.

Well, in the midst of it all, here's someone who cares,... in telling the truth! That gets us to stop, notice and think. Ends up in us looking at Hyundai a little differently. That's 'cos Hyundai Automotive is behind this brilliant campaign, ThinkAboutIt.

Watch the commercials here.

Posted by Prof.Ray TitusBuyer Behaviour

The curse of 'systems'

After spending a harrowing few weeks in trying to get a leading card company in India to despatch an upgraded card to my new address, I've realised that existence of systems & databases are at times as terrible as their non-existence within organisations.

This is often the typical 'system response'. On the Customer care number, you end up talking to different personnel every time you call up with the same problem. The result? You have to repeat the story a zillion times right from scratch to each of the customer care center employee. You are e-mailed multiple times by different response personnel, leading to the same scenario as in a call center. The story has to repeat. My mobile is targeted by SMSs asking me to act on something that has already been solved. After having received my card, I still get SMSs asking me get in touch with the contact center for more details on the card despatch.

The system's a pain, literally. Lessons?

1. Service personnel must have access to the 'story' till the moment of their contact, so the customer does not have to repeat it a zillion times.


2. Do not take refuge in quoting the system as a reason why you can't act on the customer's request. Systems are designed for customers not the other way around.


3. Do not conclude on a decision that hinders the customer from continuing with the firm's services. Do everything possible to manage customer requests before you let go. Remember, customer acquisitions cost far more than retention.


4. More than anything else, databases, systems don't matter. Almost all customers around the world need firms to listen and empathise. That can even get customers to relent from a hard ball position that they have assumed in the interaction.

Cartoon : http://www.usda.gov

Posted by Prof.Ray Titus at 2:08 PM

HI Naresh Sir

Hi naresh sir

Good to have this blog.iam in bangalore.post u of the happenings


Raman

Uncomfortable at Networking Events

Article which is worth a read- Naresh Shekhawat

Uncomfortable at Networking Events

I have a lot of trouble feeling comfortable enough to introduce myself to total strangers, but I know this is important in networking. How can I overcome this obstacle?

In her book “Skill for Success: A Guide to the Top for Men and Women, Adele M. Scheele tells about a cocktail party where she met someone who was hesitant to introduce himself to total strangers. Ms. Scheele suggested that he "consider a different scenario for the evening. That is, consider himself the party's host instead of its guest." She asked him: “What if he was the host? Wouldn't he introduce himself to people he didn't know and then introduce them to each other? Wouldn't he watch for lulls in conversations or bring new people over to an already-formed small group?”

Ms. Scheele's new acquaintance acknowledged the obvious difference between the active role of the host and the passive role of the guest. Ms. Scheele concluded that "there was nothing to stop this man from playing the role of host, even though he wasn't the actual host."

Now I know that sounds easy, but when it comes right down to it, actually acting like the host isn't so simple for many people. Not all individuals are good at "acting" like something they are not. Therefore, I have one important thing to add to this advice: Don't "act" like the host, "be" the host.

Most of the business organizations you go to have a position that is responsible for meeting visitors. And I know it sounds crazy telling someone who is uncomfortable meeting new people at a networking event to be the host. At first, it must sound a little like telling a boxer to "lean into a punch!" But there's a big difference, and it really works.

Most people's fears relating to meeting new people at networking events come from not having a proper context to introduce themselves to others. Just as Ms. Scheele points out, when you are the host, you don't feel uncomfortable introducing yourself to someone you don't know who's at your party. So the key in feeling comfortable is to establish the proper context.

To establish the proper context, I recommend that you volunteer to be an ambassador, or a visitor host, at the networking groups you belong to. An ambassador or visitor host is someone who greets all the visitors and introduces them to others. Over time, this type of position will give you an opportunity to meet many people, put them together with others and become an accomplished gatekeeper. Helping others connect, meet and get what they need will unquestionably help you build your business. Furthermore, it will do it in a way that helps others.

By using this technique, you'll start to develop excellent networking skills and get great exposure to many business professionals in a short time.

A distinguishing characteristic of self-made millionaires is that they network everywhere. Most importantly, they do it all the time--at business conferences, at the health club, on the golf course or with the person sitting next to them on a plane. This fact alone should motivate you to place yourself in situations where you can meet new people and do so in a way that you feel comfortable.

As my co-author Dr Ivan Misner has been quoted: “It's not called net-sit or net-eat, it's called net-work.” If you want to become a better networker, give this technique a try. You will be pleased with the results.

By Patrick Carney

What is Referral Marketing?

Here’s a pop quiz: “What is Referral Marketing? I mean really, what is referral marketing? Most professionals don’t know. When you're out today just ask the first person you see. Ask your top business coach who earns the most money in your area. I bet they don’t know. Almost no one really knows. They think they do, but they really don’t.

They are making less money than they really want because although they’ve heard of referral marketing, they really don’t know what it is. They heard of word-of-mouth marketing and they say they really rely on it for their business growth, but they really don’t have a system.

People tell me it’s luck, being in the right place at the right time. Oh, is it really. They also tell me it’s also about who you know. So again, what is referral marketing?

Referral marketing is not selling. Referral marketing is all about sharing referrals, ideas, information and support. Referral marketing is about gaining trust and rapport. It’s about getting your referral partners excited about the win-win partnership.

Referral marketing is all about teaching and training your referral partners about your target market. What is a target market? It’s a group of people large enough to be worth your time, yet small enough and interrelated enough for your reputation to precede you when you arrive.

When you know what referral marketing is, you will have partnerships with people who can get you to your perfect client. Your referral partners will get you what you want more quickly and with less effort and you will come pre-approved

.

What would happen if you were to master this strategy?

By Patrick Carney

People Want Referrals

People Want Referrals
People don't want to go to the telephone book to pick a lawyer. People don't want to pick a real-estate agent from the Yellow Pages--or an accountant, or a chiropractor, or an insurance agent, or a dentist, or a mechanic. People want referrals! Historically, the only problem has been linking the people who need services or products with the people who provide them. A structured word-of-mouth campaign begins by acknowledging that there's a segment of the public that wants you and your service as badly as you want their business.

People from all walks of life want referrals--not just the business community, but the general public as well. Few people want to choose a dentist, for example, from a printed advertisement. People want to have more personal information before making such selections because whenever you choose a professional exclusively from an advertisement and have no other source of information, you may be taking a big risk as to the quality of service you will receive. With referrals, the risk is greatly reduced. Someone else has done business with that person and is recommending that professional to you with confidence.

As Dr Ivan Misner says, “Networking empowers the individual, and people in networks tend to nurture one another.”

Referrals Are Good Business
Compare a lead that you receive from an advertisement with a similar lead (that is, referral) that you get from someone you know. The referred lead is easier to close and costs less to obtain. Often, the referral provides a higher-quality client or customer with less chance of misunderstanding or disappointment. When I ask audiences why referral business is better than the business they get from ads, they say the referred business:

· is easier to close,

· has far fewer objections,

· has a stronger sense of loyalty,

· remains a client longer, and most important of all,

· has a higher sense of trust.

Relying on the advice of a mutual friend or acquaintance, the referral starts with a higher level of trust for you and your product or service. Getting dozens of people to send such referrals your way every day is what building successful word-of-mouth business is all about.

What would your business look like if.....

.....you NEVER had to guess where your next referral was coming from?

.....you had a community of people to support and mastermind your referral business?

.....you had 4-6 highly trained referral partners working for you?

.....your target market was actually seeking you out?

.....you knew how to refer to others the way they wanted to be referred to?

.....you had a way to keep your referral pipeline full?

.....you were working a whole lot smarter and a lot less hard?

"What we think determines what happens to us, so if we want to change our lives, we need to stretch our minds." --Wayne Dyer

Stretch you mind around word-of-mouth marketing and your business will explode.

By Patrick Carney

The Number One Way to Promote Your Business

Okay, it’s reality-check time.

How many ways are there for you to increase your business? Is it dozens? Or is it hundreds? Okay, maybe it’s thousands?

Guess again. Try four. That's right, there are only four main strategies you can incorporate to increase your business. Don't believe me? Let’s take a look.

First, you can advertise. Competition for customers in our society is extremely fierce. Your competitors are trying to win over the same clients or customers that you are. Even in a good economy, advertising doesn't guarantee success over your competitors. The people you're trying to reach, by some estimates, are bombarded by nearly 2,000 advertising messages per day. This constant inundation means your prospects potentially have many alternative sources of supply for the products or services that your company provides.

The second way to increase your business is through a public relations campaign. This can be very expensive and time-consuming for a small business. Therefore, if your company is too small to hire a PR firm, you need to create your own personalized PR program.

The third way to increase your business is through word of mouth. Word of mouth has long been recognized as the most cost-effective form of marketing a business can use. Tom Peters, author of the book Thriving on Chaos, regards word of mouth as one of the major ways a business can bring in new clients or customers. Peters asserts that one has to be "just as organized, thoughtful and systematic about 'word-of-mouth' advertising" as with other forms of advertising and marketing. Yet, "you never see a 'word-of-mouth communications' section in marketing plans," he says. I, too, believe that if you don't have a well-structured plan, you're not likely to have impressive results. Many business professionals make the mistake of thinking that developing good word of mouth is about providing "good customer service."

There's one other marketing strategy that a lot of people use as an alternative to advertising and PR, and that is, yes, that's right, the "C word"--cold-calling! Cold-calling--just mentioning it makes me shiver. Given the other options, who in his right mind would want to spend the rest of his professional life cold-calling?

Well, there it is, your marketing reality check. Given only these four strategies for increasing your business, I'd have to recommend advertising. However, most businesses have a limited budget to spend on advertising. PR is best used in conjunction with other marketing efforts. And I don't know about you, but many years ago my co-author Dr Ivan Misner promised himself that “he would never do a cold call ever again for as long as he lived!” I tried cold calling for 43 minutes once and I made the same promise.

By Patrick Carney

Networking and Your Business Card

Your business card is one of the most valuable networking tools you have in your quest for increased referrals. Can you envision a reality where 20 to 30 people in your word-of-mouth marketing circle carry your cards and have them ready to hand to prospects they're actually qualifying for you? I certainly can, and am excited every time I hear someone say, "Let me give you my friend's business card; oh, and by the way, may I have him (or her) give you a call?"

The business card is the most powerful single business tool--dollar for dollar--you can invest in. It's compact, energy-efficient, low-cost, low-tech, and keeps working for you hours, weeks and even years after it leaves your hands! Never run out of business cards or be without business cards even while on vacation.

Business cards are a personal reflection of you and your business. Make sure they are never wrinkled, notes scribbled on the back or with lines crossed out such as phone numbers or email addresses.

Some of the things your business card does is:

· Tell people your name and the name of your business

· Provide prospects with a way to contact you

· Give others a taste of your work, style and personality

· It can be so unusual or attractive or strange or charming or funny that it sticks in the memory like a great radio or television ad

· It can be reused, as it passes from person to person, giving the same message to each person who comes in contact with it

The two main functions of your card are to gain business from the person you give it to and to get your name out to other people with whom the first person comes in contact with via referrals. With that in mind, let's take a look at the most effective ways to use your business cards.

Make Your Cards Accessible in Every Situation
In short, don't leave home without them! It's a great idea to keep a small box of your cards in your glove box, just in case you find yourself in a situation where you need more than you've carried in your pocket or purse. In addition to my jacket pocket, I tuck them away in my briefcase, wallet and computer bag, just to make sure I never run out.

Keep an eye on your supply. The time to reorder is before you're in danger of running out.

In addition to being sure you have your cards on hand, be sure that your networking partners always have your cards. Check with them regularly to see if they need more, and be ready to provide them with whatever quantity they say they need in order to promote you.

Seek Situations to Exchange Business Cards
There are many opportunities in which you can pass on your card to prospective clients and customers as well as referral sources you wish to develop. Some are obvious; others are not. Whenever you have a one-on-one meeting with someone new or someone you haven't seen for a while, give her your business card. At mixers and social events, be sure you have plenty of cards when you go in. These are good places to extend the reach of your network.

Conventions and trade shows are another great venue for exchanging business cards. The vendors at the trade shows are anxious for you to take their card--don't make that a one-way street. Be sure you give them your card as well.

When you visit a non-competing business that might attract the same people you would like to have as customers, ask if you may leave a supply of cards to be handed out or made available. In most cases, a business that's complementary to your own is always looking for a networking partner. An example would be a sports nutritionist leaving a stack of cards at a martial arts studio. Be creative and consider even bringing your own cardholder to leave out.

International meetings and events can provide an opportunity to give out your business cards. Consider having your card printed double-sided, with English on one side and the language of the host country of the event on the other side.

Contacts at a Distance
Whenever you communicate with someone in writing, send a card if it's appropriate to the occasion. Enclose several cards in every packet of sales material you mail out. Along with your thank-you note to the businessperson whose referral brought you a major contract, include a business card to replace the one she gave away, plus several more.

After any telephone call in which business was discussed, follow up with a letter outlining the main points of your discussion and include one or more of your cards. E-mail is a great way to follow up, but a letter will actually allow you to include your business cards.

Special Tricks of the Trade
When giving out your card, hand-write something on one copy, such as your cell-phone number, a secondary e-mail address, etc. This will give that particular card a greater chance of being held onto. Be sure you give a couple of "clean" cards to that person, as well, and ask your new friend to pass one on to a potential customer.

After you get someone's card and have ended your time with her, make notes on the back of the card to jog your memory about something special that'll help you remember her. Don't do that in front of her, or you run the risk of making the impression that you are "forgetful." If you need to record information immediately during your discussion, such as telephone numbers or other data not on the card, use one of your own cards. You don't want her to think you view her card as scrap paper upon which to take notes.

At a restaurant, leave your card with the tip and write a personal thank-you note on the back or pay the highway toll for the Mercedes behind you, and leave your card for the driver!

The main thing when handing out your card is to keep in mind what an effective tool it can be. Take maximum advantage of its full potential. And never, ever, be caught out without it. And if you need a referral to a great graphic designer and printer, contact me--I have just the card for you!

By Patrick Carney

Networking is Helping Other People as a Way to Build Your Business

Teamwork is the fuel that allows common people to attain massive results. Networking is definitely a team sport. As my co-author Dr Ivan Misner has stated many times: “Networking is helping other people as a way to build your business.” Yes professional networking is all about focusing on the relationship and strategically helping others reach their goals. Together everyone achieves more! Teamwork!

The recipe for top, profit-proven referral marketing begins with a strong Referral Marketing Plan based on Relationships. The Referral Institute’s Certified Networker graduates implement their own WOMBAT plan. They create a plan that contains comprehensive benefits, features, and marketing statements that they share with their referral partners that result in win – win for each.

When the two referral partner programs are combined each business explodes towards their own goals. They each build a powerful offer and articulate the offer as simply as possible as they train their referral partners. With these ingredients, they’re ready to cook up some great referral partnerships and POI presentations.

Last Tuesday we had a great debriefing and the Referrals for Life students had a lot of "wins" to report. The students continuously blow me away with the work they have done since starting the program and the dedication they have towards achieving their goals together as a team. Each and every one are a constant inspiration and motivator for me, as well as a great example of how powerful a small support group that meets weekly for sharing and masterminding can be.

If you don't personally have referral, support, informational networking teams and a mastermind group, I highly suggest you to learn how create each one. Albert Einstein once said: “If you think education is expensive, try the cost of ignorance.” Is it possible that one idea could change your life forever? Specific, focused knowledge on the power of word-of-mouth is a beautiful thing.

By Patrick Carney

Pre-approved Networking

Proactive networking is the systematic planned and prepared process of managing your existing connections and establishing relationships with new people so that all parties can tap into their network to reach personal and professional goals.

Compare a lead that is generated from an advertisement, whether it is a print ad or TV with a referral that is generated from a referral partner or referral source. The referral prospect will set an appointment because there is built in credibility and is always easier to close. And since it is a referral there is no costs involved to obtain the referral. In my opinion the referral partner provides you with a higher-quality prospect because their reputation is on the line. Typically there are fewer objections and comes with a high sense of trust and clarity

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When you know how to build a network around you, the network will get you to your perfect client more often. They will get what you want more quickly, with less effort and you will come pre-approved. What do you think will happen if you master this strategy?

By Patrick Carney

Recognizing the People Who Send You Referrals

If there's one thing I've learned in over twenty years of networking, it's that everyone loves referrals--and everyone loves to be recognized for giving referrals. Clients that you’ve received by Referral are easier to close, have fewer complaints, are more loyal, remain clients longer and are more trusting.

In an international survey that my co-author Dr Ivan Misner conducted with Robert Davis published in their book Business by Referral, nearly a quarter of all the respondents considered incentives an effective generator of referrals. Incentives can range from simple recognition, such as a thank-you, to monetary rewards based on business generated.

It goes without saying, then, that building an incentive program is important in any successful business. So how do you do this?

I've heard of many novel ways that businesspeople reward those who send them referrals. A female consultant sends bouquets of flowers to men. A music store owner sends concert tickets. A financial planner sends change purses and money clips.

One realtor that Dr Misner met in Northern California told him that for almost six years, he had offered a $100 finders' fee to anyone giving him a referral that led to a listing or a sale. He said that in all that time, he had given only about a dozen finder's fees, so he decided to try another kind of incentive.

Living on a large parcel of land in prime wine country, he had begun growing grapes in his own vineyard. A thought occurred to him: Why not take the next step? He began processing the grapes and bottling his own vintage wine. After the first harvest, he had a graphic artist design a beautiful label, which he affixed to each bottle. He told all his friends that he did not sell this wine; he gave it as a gift to anyone providing him with a bona fide referral.

He gave away dozens of cases in the first three years--half the time it took him to give only one dozen cash finder's fees. Yet each bottle cost him less than $10 to produce. This special vintage wine makes him infinitely more money than giving away a handful of $100 finder's fees.

It sometimes amazes me, even now, how something as simple as a bottle of wine can be such a powerful incentive for people to give you referrals. But the explanation is quite simple: because it's special. When given as a thank-you, a bottle of wine that can't be bought can be worth 10 times what it cost to produce.

Finding the right incentive can be a big challenge for individuals who are trying to build their referral business. To make it easier on yourself, be sure to get opinions and feedback from others who have a significant interest in your success.

Most important, never underestimate the value of recognizing the people who send you business. A well-thought-out incentive program will add much to your word-of-mouth efforts.

By Patrick Carney

Successful Business Owners Learn from the Past

In the early nineties my co-author Dr Ivan Misner was asked this question: “When the economy is slow, new business is harder to get. What can I do to build my business in a recessionary economy?”

It's been about 20 years since our last recession in the United States. For the most part, the U.S.

economy has been strong, and business has been good for the past decade. However, the fact is that the economy goes through cycles, and business has slowed down for many people. Unfortunately, every time it takes a downturn, the fallout is felt strongly by salespeople, business owners and professionals alike.

Successful business owners learn from the past. For many of us, this will not be our first recession. So, what did we learn from previous economic downturns? In the early '90s, right in the middle of a nasty recession, Dr Misner was at a business mixer in Connecticut where he was meeting many local business professionals. It seemed that everyone was feeling the crunch from the slow economy. Throughout the entire event, the favorite topic of discussion was how bad the economy was and how things were getting worse. The whole affair was depressing, because nearly everyone was obsessed with the problems of the economy and its impact on their businesses.

Dr Misner was introduced to one of the many real estate agents in attendance. Given the decrease in property values in the state, he was leery of asking this gentleman the standard "How's business?" question. He didn't want to hear yet another variation of how bad business was. He shared with Dr Misner, though, that he was having a great year. Naturally, Dr Misner was surprised and asked, "You did say you were in real estate, didn't you?"

"Yes," he said.

Dr Misner asked, "We are in Connecticut, aren't we?"

"Yes," he said with a slight grin.

"And you're having a good year?" Dr Minser asked.

"I'm actually having my best year ever!" he said.

"Your best year, ever!" Dr Misner said in amazement. After thinking for a moment, he asked him, "Is this your first year in real estate?"

"No," he replied with a laugh, "I've been in real estate for almost 10 years."

Dr Misner asked him how he could be doing so well, given the conditions of the economy and the stiff competition. He reached into his pocket and pulled out a blue-and-white badge that read: "I Absolutely Refuse to Participate in the Recession!"

"That's your secret?" Dr Misner asked. "You refuse to participate in the recession, so business is booming?"

"That's correct," he said. "While most of my competitors are crying the blues about how bad business is, I'm out drumming up a ton of business networking with my contacts and generating referrals by talking about the great opportunity that exists right now to purchase real estate."

Considering what he said, Dr Misner looked around the room and listened in on people for awhile as they complained about how bad business was. While nearly all were commiserating with one another, he concluded that very few were actually networking and working on seeking new business. As a result, very little business was actually being accomplished.

If you want to do well in business, you must understand that it does absolutely no good to complain to people about tough things are. When you complain about how bad business is, half the people you tell don't care, and the other half are glad that you're worse off than they are!

While you cannot control the economy or your competition, you can control your response to the economy. Referrals can keep your business alive and well during an economic downturn.

During the last recession, Dr Misner watched thousands of business owners grow and prosper. They were successful because they consciously made the decision to refuse to participate in the recession. They did so by developing their networking skills and learning how to build their business through word-of-mouth. You can do the same during a slow economy by:

1. Diversifying your networks. You need breadth and depth. Participate in different kinds of groups.

2. Refusing to be a "cave-dweller." Be visible. Get out there and meet people at business events.

3. Learning how to work the meetings you attend. It's not called "net-sit" or "net-eat," it's called "network." Learn networking systems and techniques that apply to the different kinds of organizations you attend.

4. Being prepared. Prepare effective introductions and presentations to give to other business professionals at networking events and meetings.

5. Developing your contact spheres. These are a groups of business professionals who have a symbiotic or compatible, noncompetitive relationship with you.

6. Knowing your goal. Perhaps most important, understand that networking is more about farming than it is about hunting. It's about building relationships with other businesspeople.

Don't let the threat of a bad economy be your excuse for failure. Instead, make it your opportunity to succeed. It's not what you know or who you know, it's how well you know people that counts. In a tough economy, it's your social capital that has value. Make good use of it, and you'll thrive while others struggle.

By Patrick Carney

Contact Spheres - A Great Way to Build Your Business

When my NY Times best selling co-author Dr Ivan Misner wrote his book The World's Best Known Marketing Secret: Building Your Business With Word-of-Mouth Marketing he defined a contact sphere as a group of business professionals who have a symbiotic relationship. They are in compatible, noncompetitive professions, such as a lawyer, a CPA, a financial planner and a banker. If you put those four people in a room for an hour, they're going to do business together. Each one is working with clients that have similar needs but require different services. Hence, they're working that symbiotic relationship.

Dr Misner’s favorite example of a contact sphere is the caterer, the florist, the photographer and the travel agent. He calls this the "wedding mafia"! If one gets a referral to a wedding, then they all get a referral to the wedding. These professions, more than most, have truly learned how to work their contact sphere.

Here are some other examples of contact spheres:

· Business services: printers, graphic artists, specialty advertising agents and marketing consultants.

· Real estate services: residential and commercial agents, escrow companies, title companies and mortgage brokers.

· Contractors: painters, carpenters, plumbers, landscapers, electricians and interior designers.

· Health care: chiropractors, physical therapists, acupuncturists and nutritionists.

Let's take a computer sales and service company as an example. That contact sphere may include sales reps for telecommunications hardware firms and photocopier companies. Also, contractors who specialize in installing wiring may fit within this contact sphere to assist in wiring installations. Also, don't forget the computer trainers, who work with people and their computers on a daily basis, as well as business coaches and accountants, who may have clients that need to improve their company's technology.

To get the most out of your contact sphere:

· Identify as many professions as possible that fit within your company's contact sphere. Take a look at what professions your industry tends to work with to get an idea of repetitive and reciprocal referrals. Create a list of these professions.

· Identify specific individuals who could fit into your contact sphere. Go to various networking groups and consult your business card file and database.

· Invite these people to participate in networking groups with you so you can formalize your relationship and have a way to stay in regular contact. Maintaining the relationship is key. A good way to do that is to participate in groups that put you together on a regular basis.

· Evaluate the professionals in your contact sphere that you are presently referring. If they are not reciprocating, you may have the wrong profession or the wrong person. Fill the spot with someone who is willing to reciprocate.

Although developing a solid contact sphere will greatly increase your business, you must remember that it alone is not enough. Because contact spheres consist of small groups, you're not likely to gain exposure to a large number of individuals. Hence, work on developing your overall network of contacts at the same time you are developing your contact sphere. Contact spheres are a great way to start building your professional network.

By Patrick Carney