Millions of individuals and businesses are receiving notice of significant health care premium notices right now, and with midterm elections a month away, the timing couldn’t be worse for Democrats who voted for ObamaCare.

Example:  I have an HSA with a $5,000 deductible.  I’m the only one on the plan.  My premiums were $481.15 per quarter back in February 2010.  (I know – cheap.  That’s what clean living gets you … or so I thought.)  That was raised to $561.09 in May 2010.  I grumbled, but bit the bullet.  Then the other day, notice was given that my new premium, starting in December, will be $$712.41.  (So much for clean living.) 

I’m not alone.  Everyone I’ve talked to is experiencing these kind of phenomenal rate hikes.  Plus, the news is covering stories about companies dropping care because they cannot cost-effectively provide coverage under the new rules, while some whole health care delivery systems are dropping Medicare patients en masse.

And we thought people were already angry!  We ain’t seen nothing yet!  This drives home vague concerns about health care costs and makes it an in-your-face, dollars-and-sense pocketbook issue. 

The result:    It is highly likely that, come November 2^nd, voters will turn out in droves to tar and feather every Democrat on the ballot – from Washington to state governments. 

Good luck.  –   John R. Ingrisano, The FreestyleEntrepreneur

The Issue: Small-business owners–and anyone else who enjoys a good sandwich–need a place like “Shelly Deli.” This sandwich shop in a convenience store by the bay in Safety Harbor, Florida makes the best “Cubans” and hoagies in town. Any town!

With friends coming for lunch Thursday, we’d phoned-in for two-dozen sandwiches that morning. When I picked up our order, the deli owner grinned and asked when our compliments would be rolling in? I returned the grin, but suggested that our repeat business could be viewed as a pretty decent compliment!

I think he got the point.

What I Think

Part of building a business—sandwich shops included–is turning customers (people who buy from you once) into clients (people who will buy from you over and over). Thus, a “client relationship” is one in which buyers and sellers agree the first transaction is not a one-time event. Along with repeat business, client relationships typically spin off referrals, which increase profitability by cutting front-end marketing costs.

But “client” status is not a label that can be stuck to the buyer by the seller, and it must be cultivated and nurtured to stay healthy. To borrow a line from former New York mayor, Ed Koch, simply asking clients, “How am I doing?” is a great way to find out.

Client service should be performed for profit, and with specific objectives. The mechanics of client building are easy (we’ll thumb-check a few techniques), but understanding the dynamics of client relationships and how to manage them is more difficult.

You and your clients have different, yet complementary, motivations driving the commitments you make to each other. On the one hand, you’ve made a sale, but expect to make repeat sales and may want the client to help you develop additional business through referrals. The client, on the other hand, has purchased a product or service that (you say) will meet one or more objectives. According to management consultant, Theodore Levitt, clients may begin to see the sale as a “favor” bestowed by them, not as something earned by you. In the Harvard Business Review, Levitt wrote, “In your excitement and eagerness for additional successes, it is easy to misread these subtle changes in attitude and damage the relationship before it gets off the ground.”

Your behavior and promises during and after the sale help shape the client’s perceptions. If a client feels that you’re taking the purchase for granted, or want to rush off to the next victim, the effect is predictable. Over the long-term, you’ll need to meet your client’s expectations by anticipating needs and problems (not just reacting to them) and establishing routines that assure the right kinds and frequency of client contacts.

Your client database and automated communications system can put most client-building activities on autopilot, but you’re still in charge and must manage the process. So pay attention to the details…like these:

• “Keeping-in-touch” e-mails, phone calls, and other informal contacts, can, and should, be ongoing.
• Set specific dates for formal meetings. Identify clients’ next priority issues; ask when they can be addressed.
• Ask relevant questions; have specific ideas. Introducing ideas from out of left field each time soon teaches clients to see contacts with you as thinly disguised sales calls.
• Be prepared. Read online and hardcopy newspapers, newsletters and other periodicals, sending relevant clippings to keep clients up on issues affecting them: Sid: Saw this item in today’s paper. Thought you’d find this interesting. All the best, Bill
• Respond quickly to problems, questions, and service requests. Treat phoned in, or e-mailed, service requests from clients as priorities, and follow up within 24 hours.
• Schedule times for callbacks and return e-mail. Many business owners reserve the last hour of the business day for those.
• Be aware of clients’ changing personal and family needs. If you don’t bring something up, you may not be asked. Never wait for people to ask the right questions at the right times.
• Call, write, or e-mail to congratulate clients on important business or family occasions.

With apologies to the wisdom of Ed Koch, all this reminds me of probably THE best-ever illustration of customer service, client building and follow-up:

A cartoon of a chicken asking: “How’s the egg!”

Bill Willard is a commercial freelance writer in Clearwater FL. A high-impact writer and editor for over 30 years, in addition to his byline pieces, Bill’s beat includes ghostwriting and editing for businesses of all types and sizes, professional practitioners and individuals.

Contact him at billw15@tampabay.rr.com to sign up for his popular e-blog, “Take Back America.”

The Issue: As much as Obama & Co. wants to direct the efforts of American business by appearing to be confident, in-charge leaders who know exactly how things will turn out, it’s all an illusion. No one in this administration has gotten his hands dirty in a private business–big or small (yes, I know there are women involved, too; I hate de-gendering on principle)–and that has put our nation’s economy at risk.

What I Think: Make that, what lots of Americans have come to believe!

His polished demeanor and charismatic rhetoric notwithstanding, Barack Obama is dangerous to American business. In grooming this narcissistic community organizer for a presidential run, master-manipulator George Soros had one sinister goal: To profit by advancing the Left’s redistributionist agenda–in effect, a way for America’s Have-Nots to extort Big Bucks from the Haves—while the absurdly criminal Soros works his Big-Money cons on the sidelines. Pretty clever, no?

Not So Fast: This is Still America! You cannot believe New World socialism is good and still be taken seriously by a free people. If we follow the socialist lead of Soros/Obama and redistribute enough wealth long enough, eventually it will all be gone! Wealth has to come from somewhere. That’s why socialism has failed everywhere it’s been tried—except at the end of a gun.

Let’s Get Back to Economics 101. Remember the difference between creating wealth and making money? Making something that was not there before creates wealth. Only a few industries do that–farming, construction, manufacturing and mineral extraction come to mind. But so do small businesses run by you Freestyle Entrepreneurs out there! Other businesses–banking, insurance, Wall Street trading and lawyers–make their money by shuffling other people’s cash around.

We need to prop up those industries and businesses that actually create wealth, as opposed to those that thrive by making money. That’s why merely “creating jobs” is of no real value. After all, jobs can be anywhere, especially in an increasingly large and rapacious government…to become even larger if Mr. Obama’s government-run healthcare scheme ever comes to pass.

No! We must strengthen our key wealth-producing industries and businesses, and then get out of their way. But first, we need to get Barack Obama and his crew of anti-capitalist, anti-American New World socialists out of our way!

With thanks to John Ingrisano and Ron Gurtler for their insights.

What Do You Think? Are you with us on this? Do you, too, want to Take Back America? We’d like to hear from you. Have you registered?

Bill Willard is a commercial freelance writer in Clearwater FL. A high-impact writer and editor for over 30 years, in addition to his byline pieces, Bill’s beat includes ghostwriting and editing for businesses of all types and sizes, professional practitioners and individuals.

Contact him at billw15@tampabay.rr.com to sign up for his popular e-blogs, “Daily Grin” and “Take Back America.”

Issue of the Week

We’ve Made It This Far. What Next?

The Issue:

In 2006, the oldest of 78.2 million Baby Boomers, the generation born between 1946 and 1964, turned 60. That, according to the U.S. Census Bureau, works out to 7,918 turning 60 every day, or 330 every hour!

But if you think you know where I’m going with this, stick around.

What I Think:

First some background: Sue and I passed that “turning 60” milestone a couple of years back, but didn’t think much of it at the time. That was then, this is now.

As you know, I’m a writer freelancing my way through the 25 years since my Managing Editor gig in Indianapolis was downsized out the door. But as Sue pointed out at the time: “Freelancers can do what they do anywhere. Why not do it in Florida?”

That’s all it took. Within weeks, Sue, our son, Bill Jr. (12 at the time) and I had moved to Tampa, and never looked back.

Sue soon found her calling in Workers’ Compensation claims, advancing from entry-level Office Adjuster in 1985 to Claims Team Supervisor. When she took early retirement in October, the tributes from her company and co-workers were clear expressions of how highly regarded Sue was–make that is!

Stuff Happens

But saying that Sue’s work ethic, intelligence, gentility and buckets of determination are what have allowed us to build a happy life on beautiful Tampa Bay is a rather large understatement.

Sue kept us going—literally–through my two kidney transplants, 1992 and 2007…with months of pre-op dialysis and extended post-op recoveries, plus a couple of bouts with cancer. You might say that for a good chunk of our time down here I’ve been a freelance writer-cum-professional patient!

To their credit, Sue and Bill–who both offered up their kidneys when my original equipment and first transplant went south—never lost the faith! Or as young Bill (now Captain Willard, USMC) would say: Semper Fi, Dad!

Together Again for the First Time?

That term refers to the phenomenon that prompted me to write this, and which (to tie it up into a neat package) many couples may soon be experiencing as you, too, reach retirement age, especially if you’ve been running a business from home.

When both spouses retire, every day is a weekend! That means everything you’ve both been accustomed to doing on your own all those years will now be done together. Every married couple is unique, and there are no easy answers. But if one of you has been running a home business, and intends to continue doing that after the your better half retires, brace yourselves for some major league adjustments.

For one thing, starting when you’re fixing coffee or feeding the animals in the morning, expect to be running into each other every time you turn around. And that will be just the first of many awkward moments throughout the day.

I’ll be writing a lot more about this in coming months, but here’s my first take on preventing some serious discord from spoiling what should be among the happiest times of your married life. I call each of these “Phases”:

• Phase 1: Awakening  – – This is a big, big change; the sooner you both understand where you are and what you need to do the better.
• Phase 2: Accommodating – Plan ahead. Agree to who does what when! Long term, short term. This is a day-to-day necessity, but it gets easier.
• Phase 3: Reconciliation– Communication is essential in coming to terms with the future. A word to the wise: Do not let petty grievances fester.
• Phase 4: Reconfirmation – Do what works for you both, spiritually and in the here-and-now. If a public renewal of your vows seems to be in order, go for it!
• Phase 5: The Long Good Bye – None of us is getting out of this deal alive. Sue and I intend living out our remaining years with purpose and passion, daily exercise, a sense of adventure and mutual respect–and no regrets.

If We Can Do This, So Can You!

No one claimed it would be easy, but as I said, every married couple is different. Financial issues aside, everyone approaching retirement should prepare for the kinds of things I’ve been ranting about. They took a couple of old hands like Sue and me by surprise, but we’re working our way through these issues one day at a time—just as we’ve done with everything since pledging our love and commitment, 14 June 1969.

What Do You Think? Was this a News Flash, or had you already snapped to the potential problems facing retirees who suddenly find themselves together again for the first time after many, many years? We want to hear from you. Have you registered?

Bill Willard is a freelance writer in Clearwater FL. He has been a high-impact writer and editor for over 30 years. In addition to his byline pieces, Bill’s beat includes ghostwriting and editing for businesses of all types and sizes, professional practitioners and individuals.

Bill is a www.thefreestyleentrepreneur.com Contributing Author and creates the popular email missives, Daily Grin and Take Back America. To sign up for one or both–or simply to contact him–email Bill at billw15@tampabay.rr.com. Or visit his Website: www.writergazette.com/WillardAssociates.shtml

The Issue:  SBOs need to correct misconceptions they may have had about others…especially if they’ve dragged them out into the open…in print…online…for the world to see!

What I Think: Last week, I sounded off about the young fellow I called about detailing my car.

He had a first-class Website, devoted readers will recall, but sounded about as interested in my phone call as he would receiving a Draft Notice. He got the job, but while he was here I told him exactly why he almost hadn’t.

In No Uncertain Terms!

He told me his life had been a soup sandwich lately, but realized he didn’t have to broadcast that to prospective customers. As for his terrific Website, turns out he designed it himself! In fact, one of the reasons he was so distracted on the phone was having too many business and personal irons in too many fires.

“But, you’re entirely right, Sir. Thanks for bringing it to my attention.” 

And with that, he managed a broad grin and a firm handshake! I returned both, as pleased to have handed out some useful coaching, as I am to be getting something off my manly chest that’s been bugging me all week!

What Do You Think? Would you have given this guy your business in the first place? And would you have given him the straight skinny about his lousy phone manners? Your comments are welcome. Have you registered?

Bill Willard is a freelance writer in Clearwater FL. He has been a high-impact writer and editor for over 30 years. In addition to his byline pieces, Bill’s beat includes ghostwriting and editing for businesses of all types and sizes, professional practitioners and individuals, and is a www.thefreestyleentrepreneur.com Contributing Author. Visit his Website: www.writergazette.com/WillardAssociates.shtml
Or contact him at billw15@tampabay.rr.com.

What I Think: I’ve written in this space about grown women on TV/Cable with girlish voices losing a lot of their authority. The same goes for SBOs of both the popular genders who’ve taken the trouble of mounting a winning Web presence mentally straightening their ties and coming across as winners when speaking on the phone.

Example: We wanted someone to detail our backup car before putting it up for sale. Googling “auto detailers/Clearwater, FL” I selected the local vendor advertising the best prices, with positive “User Comments,” and who also had the best-looking, most user-friendly Web site. Making the phone call, I was put off by the dull, lackadaisical voice that answered (“hulow”).

Determining that I’d reached the right number, I went on to make an appointment anyway. I’d give this SBO’s Website an A-plus, but the owner’s phone presence?  D-minus. And all had to do was sound positive and interesting…and interested in speaking with a business prospect! And it doesn’t matter that he runs the business part-time, as I’ve learned.  It will be interesting to see how he comes across in person.

What Do You Think? Your comments are welcome. Have you registered?

Bill Willard is a freelance writer in Clearwater FL. He has been a high-impact writer and editor for over 30 years. In addition to his byline pieces, Bill’s beat includes ghostwriting and editing for businesses of all types and sizes, professional practitioners and individuals, and is a www.thefreestyleentrepreneur.com Contributing Author. Visit his Website: www.writergazette.com/WillardAssociates.shtml
Or contact him at billw15@tampabay.rr.com.

With today’s modem-based auto-dialers, telemarketers can easily manage thousands of outbound calls in one shot. A handy device for call center operations or telemarketers working solo, with its flexibility in recording calls auto-dialers also work just fine with market research.

Basically, clicking the Dial button triggers a call to the next number on the calling list, so callers don’t have to do any dialing. A number of other bells and whistles are available, but once numbers are dialed, the telemarketer simply picks up the receiver to take the call…supposedly as the number is ringing!

What I Think

Supposedly, in these cases, is a very large and often misplaced assumption! Indeed, following almost every marketing call I bother answering are several seconds of dead air at the other end of the line. Those seconds are followed by a seemingly clueless voice at the other end sputtering: “Hello?…Hello?…Hello?”

My reply? “That’s what I said when I answered the phone. Where were you?”

CLICK! Though I seldom stick around for an explanation (I already know what it is), a few suggestions to loyal Issue of the Week readers whose bottom lines depend on telemarketing are in order.

As a small-business owner with an office at home, I was growing impatient with the number of discourteous, badly timed and unwanted marketing calls I was receiving, day and night, from every conceivable sort of salesperson. So, in self-defense, I stopped taking marketing calls. And I’m not alone.

What Can You Do? Today, the most effective marketers are those who can think on their feet…and that goes for front-line telemarketers as well as you front-office types. And some well-intended Awareness Training can work wonders…on all fronts!

Awareness Training?

Try This: Most telephone tracks provide canned responses to almost every situation. That’s counter productive, because memorized responses eliminate the need for thought. In sales, however, the unexpected always happens, and flexibility, listening and asking questions are key. If one idea bombs, try another!

In a consumer world inundated by Spam email, the telephone and other Culture Clutter, you must demonstrate that you are somehow superior in your field or fail to get prospective customers’ attention. And marketing–getting people’s attention in favorable ways–is the first step to sales.

Sales Must Be Earned. In today’s crowded, competitive marketplace, prospects will be looking at you as hard, if not harder, than you’re looking at them. Thus, sales must be earned, and the best way to do that is finding real reasons for people to do business with you. Manipulating them into submission is a non-starter.

• The Bad News is that people are growing tired of being bombarded by telemarketers with strobe-light personalities, but no manners or listening skills.
• The Good News is that they might not always like it, but most people will talk on the phone if (a) they have a good enough reason (it’s so much more interesting for the listener!), and (b) they recognize immediately that they’re speaking with a courteous, competent professional, not some boiler-room sharpshooter.

For Telemarketers Using Auto-Dialers: By assuming that auto-dial calls have already been answered when your telemarketer comes on the line, have them say: “Sorry for any delay ( Sir / Ma’am); I’m afraid it’s unavoidable. Is this ______? (Wait for a response) Am I reaching you at a good time, or should we reschedule?”

ALWAYS ask prospects if they have time to talk to you. This is just common courtesy. If not, say: “Sorry to trouble you. I can call back in 30 minutes, or tomorrow morning, if that would be better. Which would you prefer?”

Common courtesy alone will separate your telemarketers from most of the others operating today. Just have them get a specific time to call again when it’s convenient for your prospect.

You can bet this approach will be a first for many prospects. For example, AT&T telemarketers (who should know better) simply confirm the victim’s name and launch into a canned sales spiel. Compounding this rudeness, these calls invariably come during the dinner hour.

Another CLICK!

Talk about dumb marketing! It just proves that the miracle of technology is not so miraculous unless it is skillfully used.

Best of all, however (did you catch it?) with a specific time and reason to return the call, your telemarketers have a rare thing: An appointment under favorable circumstances!

What Do You Think?

Do you telemarket with an auto-dialer? Had many complaints about awkward pick-up delays from surly customers about your telemarketing crews (or vice versa)?  If so, why not give these Telemarketing Etiquette tips a try and then please let us know how they worked for you? We want to hear from you. Have you registered?

Bill Willard is a commercial freelance writer in Clearwater FL. A high-impact writer and editor for over 30 years, in addition to his byline pieces, Bill’s beat includes ghostwriting and editing for businesses of all types and sizes, professional practitioners and individuals. He is a www.thefreestyleentrepreneur.com Contributing Author.

Visit his Website: www.writergazette.com/WillardAssociates.shtml. Or contact him at billw15@tampabay.rr.com to sign up for his popular e-blogs, Daily Grin and Take Back America.