Manage Details


When you have an idea you want to remember, stop what you’re doing and write it down. Don’t write it on a business card or the back of an old envelop, but in your time and priority management binder, which will become a trusted memory bank. In your alphabetical phone index, keep separate sheets for each of the people you frequently deal with (such as clients, buyers, colleagues, accountants, doctors) over the course of a year. Every time you have an idea that should be mentioned the next time you encounter the person, write it down on that person’s page. Then instead of worrying that you’ll forget, you can simply refer to the sheet next time you talk to the person face to face or on the phone.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Direct Response


You should, if at all possible, engage in direct marketing. The value to you is enormous. You get to pinpoint your prospects with amazing accuracy. You can be selective in regard to age, race, sex, occupation, buying habits, money spent on past direct mail purchases, education, special interests, family composition, religion, marital status, and geographic location. The list should naturally start with your own customers. From there you can expand it to include people who have recently moved into your area, and people who have recently been married or divorced, or become parents. You can eliminate people who have moved away.

You might engage in a simple direct mailing of postcards to customers, informing them of a sale you will have the next week. They will very much appreciate the early notification and will show their gratitude by purchasing from you. You might also engage a full scale direct mailing, consisting of an outer envelop, a direct mail letter, a brochure, an order form, a postpaid return envelop, and even more.

Whatever you do, the process begins when you decide exactly what it is you wish to offer. How will you structure that offer? Then you must select your mailing list. If you haven’t got the names already, you can purchase them from a list broker. Be sure, you buy a clean, fresh list. You must be certain that you know all  the costs involved: postage printing, writing the mailing, artwork, paper, personalization (individualizing each letter by name and address, and repeat mailing costs. Your gross sales, minus these costs and your production, handling, and shipping costs, will contribute your profits. Be sure you make financial projections and know your break-even point.

In the old days, a direct mail campaign meant a letter. Today it means a letter, two, three or five follow-up letters, perhaps a follow-up phone call or two, and finally, one more direct mail letter. Many entrepreneurs engage in weekly or monthly direct mailings.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Play your Cards Right


Business cards may be commonplace, but they are vital too. Wherever you are, you will do better with a formal style of card, without advertising, and with clear information in English on one side and the local language on the other.

Business card etiquette is no mere ritual. In places such as Japan a business card is both mini-resume and a ticket to the game of business; a certain amount of gamesmanship is necessary to make the best use of the ticket. The first rule is never to be without cards, any more than a samurai would be without his sword. Never being without cards in Japan means taking fifty or more cards to every meeting. The second rule is to respect the cards, keeping them in a distinctive holder. Keeping your cards in your pocket or in a cheap plastic envelop is like making a business call with a shopping bag instead of a briefcase.

The third rule is to handle the card with formality. The card is presented, not merely handed. Japanese books of etiquette even point out a variety of ways to hold the card. Fourth, try to hand cards out in descending order of rank. The fifth rule is to receive another’s card gracefully, using both hands and never stuffing the card recklessly into your pocket.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight