It's time for Ben and Sandy Johnson to do some marketing for their company. Do they need a professional, or can they do it themselves?
Uncle Bob: Ben! How are you?
Ben: I'm doing well, Uncle Bob. It's good to see you.
Uncle Bob: It's nice to see you too, Ben. Say, I've been wondering how things are going with your business.
Ben: They're going pretty well. Business is still OK, but our growth seems to have leveled off.
Uncle Bob: Do you know why?
Ben: Not really. Actually, Sandy and I were just talking about doing some marketing research to help figure that out.
Uncle Bob: That sounds expensive!
Ben: I suppose it would be if we hired a marketing firm to do the work. But these days marketing research has never been easier.
Uncle Bob: Do tell!
Ben: Well, the Internet has really changed marketing in a lot of ways - especially for small businesses.
Uncle Bob: How has it done that?
Ben: I guess the main thing is that the Internet makes it easier to find and connect with potential customers. We don' to pay for advertising that nobody reads. The Internet also makes it easier to communicate about your business and collect feedback.
Uncle Bob: So you're planning to do all of your marketing by yourselves?
Ben: That's right. And, honestly, it isn't as strange as it might sound.
Uncle Bob: How are you going to run this marketing campaign?
Ben: At this point, we're basically going to follow a three-step plan. First, we'll try to connect with our current and potential customers.
Uncle Bob: Are you going to create a mailing list?
Ben: Sort of. At first, we'll probably just use social media like Facebook and Twitter to connect with people we are working with. Then we'll try to use those connect with people we are working with. Then we'll try to use those connections to gather information.
Uncle Bob: Are you going to use surveys or something?
Ben: Questionnaires are a simple and inexpensive way to do market research. We'll' probably come up with a short list of questions to ask people or companies we work with. We'll also post stuff in industry-related forums and do online focus groups.
Uncle Bob: Are you going to follow that up with advertising?
Ben: Kind of. We're going to try to create some buzz.
Uncle Bob: What does that involve?
Ben: Buzz is basically just excited interest. We'll create a media kit and try to get some coverage in the local media. Then we're hoping to use our social media and website to spread the word.
Uncle Bob: That sounds very interesting. Let me know how it works out.
Ben: Don't worry. I will.
Choosing the right location can be the most important decision a business makes.
Business is great! Ben and Sandy Johnson's new company is doing well, and they are thinking about moving the business to a new location.
Uncle Bob: Hi, Ben. How's Sandy?
Ben: She's great, Uncle Bob.
Uncle Bob: And the business?
Ben: It's actually going very well. We've had a surge of new customers, and we're thinking about moving to a new office.
Uncle Bob: That's great news, Ben! Where?
Ben: We're looking at a bunch of locations, but we haven't decided on one yet.
Uncle Bob: Choosing a location is the most important decision many businesses ever make.
Ben: I know the right location can make or break a business, but it can't be that hard to find a good spot.
Uncle Bob: There might be a lot more to it than you think.
Ben: What do you mean?
Uncle Bob: Well, most businesses choose their locations based on accessibility.
Ben: That makes sense. You need lots of customers for your business to grow.
Uncle Bob: That's true, but there's more to it than that.
Ben: Like what?
Uncle Bob: You don't just need to relocate to a spot near people. You need to find a place near the right types of people.
Ben: I guess that is true. What's the point of being surrounded by people if they aren't interested in your products?
Uncle Bob: Right.
Ben: What else should I be thinking about?
Uncle Bob: You also need to think about your brand image.
Ben: You mean I should think about what the office says about my company?
Uncle Bob: Right. You need to pick a location that is consistent with the image you want to have.
Ben: OK. That makes sense.
Uncle Bob: You can't just think about your customers though. You also need to consider your supply chain.
Ben: But our company doesn't really have a supply chain. We just build apps for our customers.
Uncle Bob: That doesn't mean you aren't reliant on other companies. A good location can make face-to-face meetings convenient and help avoid misunderstandings.
Ben: I guess I should also think about competition.
Uncle Bob: Good idea. You may be able to pick a location that is near complementary companies rather than those that will compete with you directly.
Ben: Anything else?
Uncle Bob: Yes, Happy employees.
Ben: What?
Uncle Bob: You should choose a place that gives you access to talented employees and doesn't require them to make long commutes.
Ben: That's good advice, Uncle Bob. Thanks. I'll have to think about those things.
Uncle Bob: I'm happy to help, Ben.
Customer Troubles
Negotiating skills are an important part of customer service.
This month Ben Johnson needs Uncle Bob's help to deal with customers who want too much for too little.
Ben: Hey, Uncle Bob.
Uncle Bob: Hi Ben. How's business?
Ben: OK, but I'm having trouble with some customers.
Uncle Bob: What kind?
Ben: I feel like they are taking advantage of me. I keep getting pushed into doing more work for less pay.
Uncle Bob: Give me an example.
Ben: OK. When I give one of my customers a price quote for a job, he'll agree to the price. But then when we're about to sign the contract, he'll say something like "Technical support is part of this package, right?"
Uncle Bob: So what do you do?
Ben: What can I do? I basically agree to whatever he's asking.
Uncle Bob: It sound like you're having trouble with negotiations.
Ben: Negotiations.
Uncle Bob: Yes. Your customer is using a negotiating strategy called "the nibble."
Ben: The nibble?
Uncle Bob: It's called the nibble because each of those little requests is like a little bite. It's effective because you've already made the deal in your mind, and the extra concessions seem small compared to the bigger deal.
Ben: What can I do to stop the nibble?
Uncle Bob: There are many ways to counteract the nibble. The easiest is probably just to show your customer a written price list that lays out the costs of additional features or services.
Ben: I have another example.
Uncle Bob: OK.
Ben: One of my customers always responds to a price quote by saying, "You'll have to do better than that!"
Uncle Bob: And you respond by lowering the price?
Ben: Right, but I always feel like I've lowered it too much.
Uncle Bob: That strategy is called "the vise." The best way to handle it is to ask how much better you'll have to do. That way, you don't end up in the downward spiral of negotiating against yourself by offering lower prices than necessary.
Ben: I see. I also have a customer who always responds to my prices by claiming he doesn't have that much money.
Uncle Bob: Do you remember the game hot potato?
Ben: Sure. You have to pass the hot potato to someone else before time runs out, right?
Uncle Bob: Right. That's what your customer is trying to do to you. He's trying to manipulate you by passing his problems on to you.
Ben: How can I prevent that?
Uncle Bob: Don't become hostile. Just pass one of your problems right back to the customer. Explain that you won't be able to complete the project for the money he's offering or that you need the money for your children's education.
Ben: That's great! Thanks, Uncle Bob.
Uncle Bob: Glad to help. Ben.
After Sherry graduated from college, she settled down in Chicago. It takes about a half-hour to drive from his house in a suburb to the city center. Because the rent of downtown is too expensive. There are a few potential people who could do the job well. So Sherry suffered from the mass pressure. She has some personal issues that she is working through. Her counselor advised me to exercise more to help with her stress. She was very busy, but she grudgingly offered to help her friend move. Sherry's company needs a complicated supply chain in order to make its products. She didn't like the discipline of company: Try to keep a flexible schedule. The boss may call you at any time.
Having worked on this project for two years, Sherry is an indispensable member of this team. One time, her boss yelled at her. Although her boss made me really upset when he yelled at her. She decided to leave. The boss didn't overlook all of Sherry's hard work on that project.
She could give numerous reasons why taking that job is a bad idea. Although her colleague toke to her, "Before you quit your job, you should give it great deal of serious consideration." She thought about it a long time. When she quit the job and took vacation. Sherry focused more on relaxation when the stress began to affect her health.
Sherry is making changes to his resume because he plans to start applying for jobs. Should she put this on her resume?
Resumes should only include information that is relevant to the position, was requested by the employer or makes it easy for them to contact you. Anything superfluous - hobbies and personal attributes for example - should not be shared.
Never include reference information, especially if you don't know that you want the job. Alway speak to your references first before sharing their details with prospective companies.
A disability. There is a common and not unfounded fear that revealing a disability may lead to not being selected for a position. This makes the disclosure choice a difficult one. A resume is a springboard for you to give details about your skills, experience and the unique perspectives you bring to the table. You should not explicitly state your disability, but you can weave in your professional experience and hobbies that may be disability-related. ... Then in the interview you can use these achievements to break the ice about your disability if you choose to.
Objective: Never put an 'objective'. The real objective is to get the job. If it is too generic, it means nothing. if it is not a perfect match for the job, the employer will ask herself, 'Why is he applying if he wants something else?' It's a waste of space and has no advantage.
A photo: If you're pursuing a modeling career, it's understandable that you would want to share a photo of yourself with the prospective employer. for most other jobs, leave the photo off. If information isn't relevant to a job, you wouldn't include it, so why would you share a photo when your appearance has nothing to do with the position?
Quick response code: QR codes are growing in popularity as a tool to connect employers with a candidate's portfolio or Linkedln profile. If you're submitting it online, skip the QR code, but if your're submitting it online, skip the QR code, but if you're handing out hard copies - at a career fair, for example - including one might help you stand out. And don't just include a QR code for show - it should link to something interesting and applicable. Connecting the employer to an online replica of your resume or poorly written and sparsely updated site won't score any points.
When Sherry got the new job, she made sure her company treated its employees well. Those are good principles of her concept to live and work by! Sherry's employer gave all the workers an extra day off for the holiday weekend. That company has a rule against employees eating at their desks, but it isn't enforced. It's Ben's company. Ben is a nice boss.
Sherry's friend told to her, "Do you know the economics of running a small business?" Indeed, she join the new small company. But she considers she stayed in the small and has the good achieving. Procrastination just makes you more stressed because you have less time to complete your tasks.
She devised a game that allows kids to have fun and learn at the same time. She wish she knew a foolproof method of parenting. The company spends a lot of money on advertising for the new toy.
Sherry wants to buy property in the city, but it's too expensive. After her injury, sherry abandoned basketball and became and became a swimmer. The negotiations for the new contract will start next week. She exercised every day for defending the stress. She needed some method to release her feeling. Sitting too much is bad for your health. the sitting disease, Sitting is sort of the new smoking.
The Psychology of To-do List
Psychologists have observed that people usually focus on tasks that aren't finished. This tendency may sound helpful - but it isn't always. In one study, people who didn't finish a warm-up activity struggled with later tasks. Their minds were still occupied with the warm-up. Planning how to finish the warm-up removed this distraction even if they couldn't complete the task.
Similarly, to-do lists let people plan when to complete tasks not yet finished. That frees their minds to concentrate on the task at hand. But writing a to-do list doesn't guarantee success. This technique has several limitations.
Problem: A long list of tasks that need to be done can be overwhelming. when faced with too many choices, people may find it difficult to do anything.
Solution: Prioritize the items on the list, and start with the most important tasks.
Problem: Most people have a preference for short, easy tasks. But this can lead to the easy jobs getting checked off while long ones remain.
Solution: divide long assignments into smaller parts. For example, don't write Plan trip to Japan; write Check plane-ticket prices online. This makes long tasks seem easier. You can also use "fun" tasks as rewards when you finish difficult ones.
Problems: Writing the list itself can be a form of procrastination. It gives you a sense of accomplishment - without doing any real work.
Solution: Don't just list tasks; decide when and where to do them. This will help you follow through. Some experts recommend a method called if/then planning. For example, rather than writing Call Steve, write Monday after than writing Call Steve, write Monday after lunch, call steve. Others abandon to-do lists altogether because they prefer scheduling tasks on a calendar.
Remember, to-do lists are tools. They won't solve all your time-management problems. But if used well, they can make you more effective at work and at home.
Why so fast?
Faster pedestrians aren't always walking fast because they're in a hurry to get somewhere. Some possible theories of fast walking are:
1. Avoiding the neighbors. In a big city, you'll be late if you greet every single person you pass.
2. Too much noise, too many lights. Big cities are an attack on your senses. Walking fast is a reflex to help avoid it.
3. Your time is valuable. Cost of living in big cities is higher, and pay tends to be higher as well. This puts more value (in dollars) on your time.
When the main speaker showed up a day late for the conference, he really let us down. When he attended here, Sherry decide to win this business.
In the situation of negotiation with customers, Sherry needed to show her best presentation. She said, "I'm sorry but I can't make any concessions." She try to get a better deal by using to manipulate customers.
Susan, Sherry's manager, will watch the presentation and give you some feedback. The focus group really liked our new product. We need to do more tests, but the prototype seems to be successful.
How to say what you need to say on the telephone.
When the telephone rings and you know you have to answer it in English, do you get nervous? Maybe you do because you have to depend only on your ears to understand. When you talk to someone in person, you can use body language to help interpret the meaning. In reality, though, you don't have to be fluent in English to use the phone.
Let's try to calm those nerves by looking at some of the verbs you'll hear - or use. People use the word call a lot. But by adding different prepositions, you get different meanings. You can call someone or call someone up to reach them by phone. They mean the same thing. When someone is not in, you call them back later. In England, you phone someone rather than call them. Or you phone someone rather than call them. Or you phone them up. You can also ring or ring up someone. So call, phone and ring all mean to use the phone to get in touch with someone.
When you are finished with a call, you hang up. If you need to interrupt a call for a moment or two, you can ask the other party to hang on or hold on.
Sometimes when the phone rings, someone may demand that you pick up the phone. That's the same thing as answering the phone. After you pick up the phone, the person may ask you a question. If you don't know the answer, you can promise to get back to them with the answer. That means you will find out the information and call them again.
If you are calling a business, sometimes you can't reach the person you wish to talk to. Then you can say answer the phone and say they will put you through to your party. Or, if the person is not available, you will be put through to voice mail.
By learning these phrases, you will find that answering the phone in English won't be so nerve-wracking. Sherry said, "Pam isn't here, so leave a message on her voice mail."
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