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By Sandra Holtzman, June 1, 2013 9:49 am

So you all know the phrase lead, follow or get out of the way?  Well, when it’s your company, you have to lead or your business will get pushed out of the way.  Change and resistance to it comes up a lot when you own your own business. You’re constantly challenged.

A while back, I called in one of my teams (information architect/writer, programmer and designer) and told them we had a new project. They were eager to sink their teeth into it.  I said, before I tell you about the assignment, I have to warn you that the client will be very difficult to deal with and a real micromanager. They didn’t care and kept pushing to learn who the client was. I said “me”.  I knew myself well enough to know that I needed my website changed but that if I took the helm, we’d never get the job done – plus, I’d drive everyone crazy (including myself) trying to micromanage the project. (This same situation arose when I started writing my book, alone. I wrote and re-wrote the first chapter for at least three or four months and was just stuck at that point until my co-author came aboard and said, hey we’ll go back and fix it later, let’s just get the whole thing down on paper first – which is what we did).

My team took the assignment, gave me specific tasks to do and otherwise went away and came back with a really nice product. I knew they would do that – so I just stood back and let them make the changes what needed to be done.

Maria Moraca touches on three key areas to work on in her blog: http://ht.ly/kULcZ

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By Sandra Holtzman, May 18, 2013 9:58 am

Market research – I’m referring to primary market research — takes time and energy and sometimes money.  But the results are amazing and don’t cost nearly as much as the time, energy and money you will waste by NOT doing it.  When you ask open-ended questions to your customers, the responses you get will help you cut through the clutter and develop a communication that speaks directly to the audience you want to sell to  (or whatever your goal is with that audience).

And this is where you, as a small business, have it over the big guys. Large companies are so invested in a point-of-view (usually management’s point-of-view, not that of their customers) that they can’t make an adjustment to respond to the information in front of them. Imagine being at the helm of a huge cargo ship and having to make a u-turn in a space as wide as 42nd St.  Not only is it not easy, it’s almost not do-able.  So when situations come up that require a quick response to get to the market, the big firms are basically out of luck. Which leaves lots of room for you … if you’ve done your research properly.

Check out Isaiah Adams’ post and how research can help you … and hurt you if you’re not listening to your audience.

http://blog.optimizationgroup.com/bid/281279/

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By Sandra Holtzman, May 11, 2013 9:36 am

This is the title of an article just published in The New York Law Journal (I’m one of the authors).  It’s a cautionary tale about fundraising.  It gives relevant details about the JOBS act and how that applies to fundraising – and it’s not the panacea many are mistakenly making it out to be.

It’s also about losing focus on the prize – moving your business forward – while distracted by the dazzle – the allure or promise of raising capital any way you can.  The article details what’s legal and not legal in the world of raising money for your company.  I hope you use it as a guide to do your fundraising the correct way so you can avoid the fate and outcomes (jail time?) of this unfortunate company.

http://holtzmancom.com/teamwork_latest_news.php

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By Sandra Holtzman, April 6, 2013 9:05 am

Recently, as an entrepreneur panel and pitching event was winding down (http://www.levin.suny.edu/innovateny/), I found myself chatting with some entrepreneurs who were anxiously discussing a big pitch they had the next morning. One woman asked if the clothes she was wearing would be okay for the pitch. She was surrounded by a small group of business experts. Everyone offered her advice…change your blouse…the skirt works…maybe you should wear a suit and not be so casual even if you’re pitching the entertainment industry…etc. I finally leaned in and said quietly, “wear what you feel comfortable in…you don’t want to worry about your clothing when you’re doing a presentation.” A look of relief washed over the entrepreneur’s face.

There was more of an exchange on multiple topics and again near the end I made a suggestion…” remember, if the audience interrupts you with questions go with the flow and answer them. Don’t worry if you don’t get back to your presentation. This is more important.” So many presenters answer a question (some don’t even do that) and instead of going back and giving the audience (in the case of investors, they are usually the ones directing the conversation) your canned presentation, let them lead you to where their interests lie. First, it shows you are flexible and connected to the conversation. Second, is says that you are not rigid and insisting on the presentation. The purpose of being prepared is so when this sort of thing happens, which is virtually all the time, you can go with the flow.

More useful tips are offered by David Holloway, management consultant http://sangira.com/wp-content/uploads/2012/10/WPPDF-Entrepreneur-Pitching.pdf and by Entrepreneur with some serious tough love advice http://www.entrepreneur.com/article/201826

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By Sandra Holtzman, March 23, 2013 10:08 am

Everyone loves top 10 lists.

So now that we’re ending the first quarter of the year…here’s some helpful directions to focus on in your marketing and business (they are in no particular order of importance)

1.       Integrate your marketing
As much as everyone would really love “the answer” and that it be just one thing…social media is the “one” at the moment…that’s just not how marketing works. Marketing is an eco-system that includes social, PR, collateral, branding etc.

2.       Put in a call to action in every piece of marketing you do
This may sound self-serving but it actually helps direct the customer to the key next steps in order to buy your product or otherwise engage with you.

3.       Create content that is valuable to your customers
This includes helpful tips and case histories that will help move the prospective forward to become a customer.

4.       Communicate
Tweet, blog, get your voice out there and heard.  I posted a jobs graph from another source a while back and suddenly it’s been “Pinned” by dozens of people on Pinterest. Who knew?

5.       Do primary research with your customers
Ask them open-ended questions about what’s important to them about your product or service and what will drive them to buy it.

6.       Listen to your customers’ answers
The information may be different from what you expected. Welcome the face that you do not know it all and keep your ego out of it.

7.       Follow-up after the sale
Thank your customers. If they have feedback (which you should solicit) listen to it and if something is wrong, make changes or otherwise implement their feedback.
Follow-up again.

8.       Identify your influencers
Build a relationship with them either on-line or in person.

9.       Brand yourself, your product, your company
Remember, you are your brand.  Use experiences and stories to help with brand identification. Your customers will also help you create your brand.

10.     Write better subject lines
It’s a crowded, competitive world out there…make sure your communications are opened.

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

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By Sandra Holtzman, March 16, 2013 8:51 am

I recently waited on line for 45 minutes with a friend to see a free pre-release movie.  When we got upstairs right before the entrance to the theater, everyone was forced to check  their cell phones and other electronic devices at the door. Everyone willingly did it. Except me.  My cell phone was out, and I refused to check it.  Turns out I wasn’t allowed to enter the theater.  Meanwhile, I insisted that my friend go in. Others had cleverly hidden their electronics.  Once my friend was seated she said she saw numerous people with their cell phones out and that ushers or security came over to them but didn’t eject them.  The studio, Disney, was concerned about pirating, which is a substantial problem in the film industry.  I was concerned about my cell phone (and my ipad which was also in my bag).  There were no statements, printed or oral, guaranteeing the security of my electronics.  Friends have said that cell phones and other electronics have disappeared when they checked them in similar situations. No one was watching the checkers.  Because this was a privately sponsored screening, it was Disney’s party, the sponsor could call the shots and do what they wish. Hey, it’s their right.  I choose not to stay.

I’m sure anyone who really wanted to record that movie illegally could.  And probably did.

This situation reminded me of airport security.  We are all willing (and to differing degrees, happy) to give up our rights and privacy, and possessions in order to obtain something.

While the above is a common but somewhat extreme example (although I was the only one in the theater that seemed to think it was extreme), we willingly give over personal information – and take that of others’ – in the name of a contest, gaining access to something, etc. on the internet all the time.  How many times have you been given the option to log on to a new site using your Facebook, Linked In, Google or other social media password? As a business owner, how often have you been told to run a contest/sweepstakes/drawing in order to build your database?  I won’t do it. And if that’s the only option to obtain access, then I will forgo entering the site.

Big Brother is alive and well but here’s the question – how far will YOU go with YOUR products or website?  What an absolute marketing coup it would be to have a website that was exclusive and didn’t “share” information.  Sure, you couldn’t build up the numbers on your database quickly.  But the folks you will have on your database will be much more valuable.  And you also weren’t giving your database and your personal information away.  As a business, how much do you protect your customers’ privacy?

Something to think about.

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

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By Sandra Holtzman, March 9, 2013 11:08 am

I’m looking forward to sharing a strategy that has worked for all my clients.  I talk about how you can get into the heads of people you want as clients and make the sale.

———

Client Acquisition Strategies for Startups
Educational Lecture Events – Thursday, 3/21/13

Sandra Holtzman, Serial Entrepreneur
David Schmidt, Strategic Advisory Services

When:
Thursday, March 21, 2013
5:30 PM to 8:15 PM

More info: http://www.angenadvisors.com/8.html

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

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By Sandra Holtzman, March 2, 2013 9:12 am

A lot of business (particularly service businesses) is done by relationships.  Chemistry is one factor that helps to foster those relationships. Sharing an experience is another. That’s why networking is important.  (Yes online networking is important as well and chemistry and experience sharing occur there also but my focus in this post  is on in-person networking encounters).

Now, don’t just jump up and run to the nearest networking events – there are too many each day. So you have to be selective.

Here are some tips that work for me on events:

• Select events that interest you – it’s easier to start conversations and ask questions of panels if you’re interested. Also once you’ve asked questions, people are aware of you and may approach you after the panel.
• Stretch – go to an event that’s geographically different – cross the river –  if you’re in Manhattan, go to Brooklyn or New Jersey. I’ve gone as far as the outer suburbs of Philadelphia.  I was in a networking event in Newark, and had the opportunity to meet Christine Quinn, President of the New York City Council, and chat with her for a  few uninterrupted minutes – I might not have been able to do that in a Manhattan venue (especially in her district) because when she’s local, everyone wants to meet her.  A few months later, I ran into her again at another event and she recognized me – we chatted again and I was connected to her chief of staff for ongoing communication with her. Valuable connection.
• Use social networking to find out which events are high quality.  Sometimes someone in the know will offer you a discount to the event. Almost always someone will direct you to a good event and maybe even one you hadn’t heard of before.
• Get to the event early – I often wind up speaking with the guest speaker or panelists prior to the event before anyone knows who they are – after the panel, they are usually surrounded by lots of people.
• Go no matter how you are feeling – sometimes just walking in the door without any expectations brings nice surprises.
• Don’t expect to meet everyone.  That results in lots of business cards in the trash later.
• Networking is not limited to a time and place – I know colleagues that got business by chatting while waiting on a long line at a professional meeting. Here are some other networking ideas http://adminsecret.monster.com/benefits/articles/1211-alternative-places-to-network

In my entrepreneurship classes, I sometimes run into an individual who is shy and says they can’t network. There is one universal answer: “get over it!”   If you are starting a business, the single most important factor in the business is you  — YOU ARE YOUR BRAND.  You must get out there and network because people are buying you.

Here are some more tips on how to make your networking succeed: http://www.huffingtonpost.com/paul-bernard/six-tips-how-to-network_b_1954824.html

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.