Posted By Amanda Collins on March 3, 2010

This morning, on a 45-mile-per-hour stretch of road, a group of about 10 cars was joined by a police officer. As you might expect, everyone was hovering around the 40- to 45-MPH mark, hesitant to go too much faster for fear of the wrath of the law. I, however, continued along at my 48 MPH pace, unencumbered by Mr. Police Officer’s presence. A short while later, when the cop turned off the road, a couple of people’s speedometers crept up and they whizzed right by me, while some of us continued at our reasonable clip.

“Okay,” you’re probably thinking. “That’s human nature. Why is that the subject of a blog post?”

Well, it got me thinking about rules and how people try to get away with things. There are many drivers who will go as fast as they can – until they see a cop car (or, in Arizona, traffic cameras), at which point, they will slow down to below the posted speed limit. What does this say about how these people live their lives? Are they constantly thumbing their noses at authority and trying to get away with whatever they can when no one is looking? Shouldn’t they be self-policing and following good guidelines all the time – whether or not they’re being monitored?

I wonder, if this kind of behavior does follow in to other aspects of their lives, are these the people with whom I want to do business, date, or have around my son? No, not really. I want to be around people who follow rules of order because they make sense. What would the world be like if murder wasn’t illegal, then? Would these sometimes-rule-followers pull out guns and shoot people dead for no reason? Laws, rules, commandments … all were created with the greater good of humanity in mind, and we should be conducting our lives in a way that makes sense for all, not just for ourselves.

I’m thinking I might need to go for a drive with any potential business or life partners down the camera-riddled stretch of State Route 51 before signing any contracts. It might just offer a glimpse into how they conduct other aspects of their lives.

Category: Miscellaneous | 1 Comment »
Tags: Communications, human nature, speeding

Posted By Amanda Collins on December 8, 2009

Phoenix, AZ — In a down economy, unemployment may lead many former employees to become their own boss. According to an article in The New York Times, “necessity” entrepreneurship is increasing while “opportunity” entrepreneurship is decreasing. Add that to the fact that Phoenix is ranked among one of the best American cities in which to start a new business (according to CNNMoney.com), and the need for training for new business owners skyrockets.

One local business owner understands this need – and is making an effort to help new entrepreneurs in the community get started on the right foot. Amanda Collins started in The Grammar Doctors, a boutique firm designing and implementing communications strategies for businesses and individuals, in 2005 when it was still an option to put up one’s own shingle. Since then, she has learned through trial and error and now wants to share her acquired knowledge with those new to the thought of having to rely on themselves for a paycheck.

“I made a lot of mistakes in the beginning, and I think people can learn from how I’ve turned potential roadblocks into wins,” says Ms. Collins. To get those tidbits of advice to the public, Ms. Collins is starting a series of informational seminars each month. Topics will be presented not only by Collins: “I have a lot of information to share, but I certainly can’t be the expert in everything. My goal is to bring in local business experts to cover topics related to business development.” Scheduled seminars will cover a wide variety of topics including communications strategies, blogging, social media, and networking.

The first in the brown bag series for entrepreneurs will take place Tuesday, December 15, 12 pm – 1 pm, at the Corporate Office Centers, 7047 E Greenway Pkwy, Scottsdale, Ariz. The topic will cover how to turn leads into clients and referral partners using a communications strategy. Guests are invited to bring a lunch and learn something to grow their businesses. The presentations will be free of charge, and attendees will have the opportunity to win a door prize at each session.

To register or learn more, please contact Amanda Collins with The Grammar Doctors: amanda@grammardocs.com or 602-482-3495.

Category: Communications | 1 Comment »
Tags: Communications, marketing, presentation

Posted By Amanda Collins on November 22, 2009

When I worked in college admissions, the underlying goal of all of our efforts was to push prospective students down the applicant funnel to become enrolled students. Then, as I moved into my own business, I applied the same principles, which are of course universal. Big companies recognize a sales (or marketing) funnel and have the same goal I had at colleges – to push people to the bottom. A huge part of that happens through a company’s communications strategies.

We want everyone who inquires about our businesses to become repeat clients and share with us referrals, right? Unfortunately, though, while big, multimillion-dollar conglomerates keep in touch with their customers through advertisements, direct mail, and e-mail campaigns, most small business owners and entrepreneurs seem to miss that step, either due to lack of money or knowledge about how to do so. I run into many solopreneurs who are out at networking events with the goal of acquiring business – yet 95% (or more) of them don’t even follow up with those contacts, much less begin a communications campaign.

The Sales Funnel
In the sales funnel, people can enter at any point. They can come in as a cold lead at the top, or somewhere in the middle as a sold inquiry, or even as a referral from a trusted source. Most business owners would love to have mostly referrals because those clients are easier to close, given that they received a strong endorsement before ever making contact with the business.

The disconnect in the small business world is that entrepreneurs are so harried they don’t have time or know-how to measure their numbers of inquiries and conversion rates to customers. And they rarely have time to build a strong, strategic marketing communications plan. Both of these aspects are essential in turning leads into clients and referral partners.

Communications Strategy
First and foremost, you need to follow up with people you meet. That sets a tone and starts to build a relationship – and we all know we do business with those we know, like, and trust. Then you need to stay in touch with your database. We all meet a lot of people in our daily lives, and we’ll forget them if they’re not top of mind. At least once a month you should be making some contact with your clients, inquiries, and prospects. If you get them all with a blanket approach, at least you’re making contact, but you’re not really pushing them to do anything. The better approach is to segment your list and market to them accordingly.

Keep track of your database in groups, such as prospects (you picked up their card), inquiries (they asked about what you do), and clients (they’ve made a purchase). That way you can push each group into the next level in the funnel. If you were on the receiving side, wouldn’t you feel funny if you got an e-mail asking you to buy when you just recently made a purchase? The same would hold true if you were asked for feedback on a purchase you hadn’t yet made. Customers feel more valued when you’re speaking the THEM rather than to the masses.

You’re certainly not going to push 100% of your database through the funnel to become clients, but your ratio will definitely increase when you open communications – with intent. Then remember to stay in touch with clients to ask them for referrals and additional business based on your industry. You’ll see a dramatic increase in business by staying top of mind and asking for what you want.

Category: Communications | 2 Comments »
Tags: client relations, Communications, customer retention, marketing funnel, referrals, sales funnel, small businesses

Posted By Amanda Collins on September 22, 2009

Whether your clients generate one-time transactions or are more consistent, you want to remain top of mind as the expert in your industry – and you do that by staying in touch with them. Obviously this is easier if they’re receiving monthly invoices and weekly e-mails or phone calls, but what about those clients who only need a short-term solution? Are you keeping in touch with them to answer future questions or ask for referrals?

Many of my clients only work with me for a month or so while I create a résumé and cover letter package. Even if I’m writing or editing material for them, it may turn out to only be for a couple of months. But what if their situation changes or they come across a great referral? It’s possible – and even likely – that they won’t remember me (like they won’t remember you) if they aren’t reminded from time to time.

One of the ways you can stay in touch with your clients and prospective clients is through a regular e-newsletter. Constant Contact offers a free 60-day trial so you can get acquainted with their system and start to define a strategy for regular communications. You can include information about yourself, your products and services, or upcoming specials and promotions. If you want to go above and beyond, you can use direct mail for your newsletter – either monthly or quarterly.

No matter how you stay in touch with your clients, make sure you do something. People meet a lot of new contacts regularly, and the last person we meet or hear from is usually the first we consider when a need arises.

Category: Communications | 1 Comment »
Tags: client relations, Communications