Oct/ No v 2011 Perth Edition CREATING SMART BUSINESS CONNECTIONS MANAGEMENT COPY What is a QR code? Find out how your business can benefit from it. KF K & Friends Property Investment Trade & Marketing Jason Coy Managing Director 28 Ninth Avenue Maylands 6051 Western Australia ng for u looki Are yo ... ers n w o est p gu staff? 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Fun hope an n be fu ca g arketin how m e it works! caus fun be ADMIRATION and l offer d e specia lu r a u v o See elow ) gift b e only FREE (limited tim 7 at $49 tomer t Cus he Nex p rksho ion Wo s o l p x E LEADERSHIP Are you looking for staff? The Nifnex Review has Media Accreditation to the Commonwealth Heads of Government Meeting - Perth 2011. Management Team : Zeeshan Pasha: Founder / Managing Director Dianne Purdy: eNewsletter Co-ordinator Yunhi Mook: Graphic Designer Advertising Enquiries and Media Relations: [email protected] Postal Address : PO Box 1186 Technology Park, Bentley DC, WA 6983 Printers : Rural Press Mandurah, WA Disclaimer : All articles, advertising, contributions and material supplied to Nifnex are opinions of the contributor and author of the article/material. No responsibility is taken by Nifnex. Candidates foundin the publication have accepted the terms and privacy policy during registration. EditorвЂ™s Welcome Targa Rally Perth 2011 The Nifnex Review proudly associated with Team Hawley & Howard. Opinions published are not necessarily those of editor/publisher. For further terms and privacy please visit www.nifnex.com.au. Advertise with Nifnex! 10,000 copies of The Nifnex Review distributed B2B to decision makers and business owners in and around Perth. Call us on 1300 643 639. www.nifnex.com.au Contest Nifnex is a unique name and we would like your help with a slogan / bi-line. Name stands for Nif= Nifty=Smart and Nex=Nexus=Links. We are all about smart links for small business growth. Please suggest a slogan. (10 words or less). Name: Mob: Email: Selected entries will be offered movie tickets or a bottle wine. Winner will also be featured in this publication in the next issue. Please post it to: PO Box 1186, Technology Park Bentley WA 6110 Or SMS вЂ“ 0412 NIFNEX (643639) Email: [email protected] I would like to extend a warm welcome to the readers of the October 2011 edition. вЂ�The Nifnex ReviewвЂ™ has a strong focus on SME growth, education, networking and self development. We pride ourselves on the fact that we concentrate our efforts on small to medium sized businesses and our publication is the only one in Perth doing so. We reach business owners as well as decision makers of businesses. We do what we can to ensure this paper gets to the desk of a business decision maker without intruding their personal space and causing any inconvenience. Below are a few key points that we pay close attention to: вЂў Distribution is done by our own Nifnex team. No outsourcing. вЂў 10,000 copies hand delivered. Door to Door delivery with our right hand and a smile (itвЂ™s amazing how a smile is reciprocated). вЂў Management edition stated on the paper and a business card picked up by our team member sends a psychological message to the staff at the front reception to вЂ�hand itвЂ™ rather than вЂ�bin itвЂ™. вЂў Following up the percentage of businesses in each suburb via phone call to get feedback. In this edition we have implemented the QR codes and are using it effectively to engage our readers. This will benefit readers who can access the websites, online forms, videos and also contests quickly. The QR codes will draw the print media and the internet closer as well as complement each other. A huge welcome to Jenny Towers, Robyn Moyle, Dinesh Aggarwal and Zubin Fitter вЂ“ local business owners / professionals in Perth who have come on board to write for us. Sherryn McBride and George Helou, thank you for continuing to provide us and the readers with valuable articles from your field. I would also like to give a warm welcome to Yunhi Mook who joins the team as a designer and photographer. The Nifnex Review has now been given вЂ�Media AccreditationвЂ™ to CHOGM and the team is looking forward to some interesting encounters. We are looking forward to addressing issues that impact small businesses and it would be great to get some inspirational words for our readers from world leaders. On that note, I hope you enjoy this edition and looking forward to hearing your feedback. Zeeshan Pasha Founder / Managing Director Why Australians canвЂ™t afford to turn their backs on the future? Superannuation reform should encourage people to support themselves in retirement. A hundred years ago not many people were concerned with outliving their money. In 1909, when the national old age pension was introduced for people over 65 to provide them with an income in retirement, average life expectancy was around 55 and our average age under 30. and clearly articulate its retirement income strategy going forward, to provide certainty to older Australians. How much is enough? How much money an individual will have access to under the retirement income system depends on a broad range of factors, including taxation of super contributions, taxation of earnings during accumulation and during retirement, government super co-contributions, access to the age pension, caps on super guarantee contributions and caps on concessional contributions and non-concessional voluntary Today, Australia has the 4th highest life contributions. expectancy in the world at over 80 and our average age is around 37. In other The latest Westpac ASFA Retirement Standard Index says a couple words, old age is not what it used to be. looking for a comfortable retirement need $54,562 a year, while those Australians are living longer, healthier seeking a modest lifestyle need $31,263 a year. lives than ever before - sometimes living Have you looked at your projections? 30 adult years out of the workforce. Despite this increase in life expectancy, the pension age has not kept pace (it has been 65 since 1909) and with a superannuation system still in infancy, older Australians are feeling the pinch in their hip pocket. There is confusion about where retirement incomes are headed. Reforms are important but with the weight of change under way, people are uncertain about what the future holds and it is impacting their decision-making about their own retirement. This is an opportunity for the government to lay out a five-year plan About the author: Dinesh Aggarwal Director of Noble & Associates is highly qualified and has a wealth of business and tax knowledge secured over fifteen years in both commercial and Public Practice environments. Dinesh was awarded the coveted Order of Merit for his result in the Chartered Accountants tax module. With a powerful, analytical mind, Dinesh excels in providing solutions to even the most complex tax & business problems. visit www.candidatedatabase.com.au October / November Edition 2011 Business Networking in Perth THE NIFNEX REVIEW 3 WhatвЂ™s Inside? Interview with Steve Tippett & Michael Worthington Wayne Collyer Talks about Business Rebranding, Employing fresh graduate and learning new skills Where do you draw your inspiration from? InspirationвЂ¦ Admiration вЂ¦ Leadership вЂ¦ What are QR Codes? QR stands for Quick Response. It is a square barcode that can be scanned by a mobile phoneвЂ™s built-in camera. They are free and easy for anyone to make and use. By scanning a QR Code, the mobile user can instantly get data without having to type, call or text. Originally created by a subsidiary of Toyota; Denso-Wave in 1994 in Japan, they are only now getting popular in Australia. The QR codes are more powerful than what you would see on product bar codes in shops because these codes have embedded data including url links to websites, videos, geo coordinates, text, sms,phone numbers, calendars, email addresses, blogs, coupons or even a contest like the one you may have noticed on our front page to win a $5000 video for your company. It can be downloaded in minutes if not seconds by smart phones like iPhones, Androids etc. Follow the steps below and you can put it to action right now. They are only getting more and more common. Step 1 Go to your phoneвЂ™s app store or Android вЂ�MarketвЂ™ and Search for вЂ�QRвЂ™ or вЂ�QR readerвЂ™. There are plenty of good ones like i-nigma, QR Droid. Look for star rating and reviews. Step 2 Download the QR reader. Literally takes a minute. Step 3 Open the application and using the camera lens take a picture of a QR Code. Once the page loads you can also complete the form to subscribe to our electronic newsletter. ItвЂ™s as simple as that! Top 5 expert tips from Real Logic Members articles in this edition Create impact with your image.................................................................. 4 Database marketing................................................................................... 4 Does your business have a WOW factor ................................................... 4 Is your Smart Phone making you work harder?......................................... 5 5 Key principles to bring you happiness.................................................... 6 Boost productivity and look after your health............................................ 6 Positioning your business in Google ......................................................... 7 Expert tips from Perth business owners..............................................8 & 9 Secrets to online marketing success....................................................... 10 Spotlight on Peter Taliangis ..................................................................... 11 HR compliance & best practice ............................................................... 11 Socialmedia for SMEs. Fail? Or is it a WIN?............................................ 13 Business opportunities ............................................................................ 15 Empowering your Business www.nobleaccounting.com.au Innovative & Responsive Business Tax Accountants T: (08) 9400 7400 T: 13000 NOBLE (66253) F: (08) 9400 7444 E: [email protected] Level 1, 52 Davidson Tce Joondalup WA 6027 NobleAccounting | NobleAdvisory | NobleMetrics | NobleSuper Create Impact with Your Image 4 THE NIFNEX REVIEW October / November Edition 2011 Natasha Di Ciano, Founder of Egami Style When an important person walks into a room-you can feel it instantly. ThereвЂ™s something different in the air around them-something special. You canвЂ™t quite pinpoint exactly what it is that makes them so different- but you can feel it, and so can the other 99 people in the room. What this person has is the ability to draw on the different aspects of their image to create impact and influence. That something special that they to make a judgment based on what wield, you can have it too- itвЂ™s all in we see and what we know. There your image. are perceptions associated with the different roles and industries Think of your image like a recipe. in which we work and when we It involves a lot of different meet someone for the first time ingredients coming together to (in a business situation) we expect create a positive outcome- your that they project the вЂ�rightвЂ™ image personal brand. You are your own because at a very subconscious brand and itвЂ™s your responsibility to level what we are looking for is self-package and market your skills, their visual credibility. experience, knowledge and positive attributes to better position yourself, These perceptions are made create presence and have influence. within the first few seconds of meeting someone and leave an To build the brand of you, the first enduring impression. There is a real step requires you to be yourself. Be opportunity to maximise the first authentic. When you are authentic impression you make and influence it then becomes easy to follow step the way you are perceived by others two; be congruent. A successful by ensuring that your personal brand becomes your trademark presentation projects all of the right and what you are remembered for; messages about you before you hence it is imperative to manage even say a single word. In some all elements of a positive image situations (i.e.: an interview) it may consistently to project you at your only be later that you are able to best. demonstrate how intelligent and Your appearance is one of these capable you are. elements and it is an important Beyond the first impression, your ingredient in the recipe of communication style, from the your personal brand. Take into words you choose to the gestures consideration the first impression. and facial expressions you make, We may have been told a thousand play a big role in your total image times that we shouldnвЂ™t judge a book projection. Your understanding and by its cover, but itвЂ™s human nature practice of business etiquette and protocol could be your point of difference and the final touch to your personal brand, which makes you memorable. What then brings together each ingredient is your ability to build relationships with others for this is how you will truly achieve success. So next time you see an influential figure, someone who commands your attention and your respectlook closely. How are they leveraging the different aspects of their image and what techniques can you apply to your own image to maximise your influence and impact? Sherryn McBride is a freelance marketer, copywriter, trainer and ebook writer. Her knowledge is drawn from 25 yrs managing national corporations and SMEs. Grab the free resources and register for the monthly marketing tips newsletter at www.marketingtalk.com.au or email Sherryn for your next marketing presenter [email protected] Are you looking for staff? designs talking needs ur business to serve yo ve visual with creati solutions LOGOS / StatiOnery / FLyerS BrOchureS / PackaGinG PreSS & MaGazine adS editOriaL deSiGnS BOOk deSiGnS iLLuStratiOn Print MaGeMent вЂ¦ U&i GRAPHICS Yunhi Mook 0416 471 983 [email protected] Does your business have the WOW factor? By Sherryn McBride, Director of Marketing Talk Would You Prefer To Spend 4 Hours Or 5 Minutes Increasing Sales? Is all your energy focussed on attracting new customers? Then look no further than your existing database. It is a far more cost effective option and less labour intensive to spend time keeping in touch with your existing customers than constantly looking for new ones. So... would you prefer to spend 4 hours or 5 minutes increasing sales? Consider the downtime involved in sourcing every new client. How long does it take you to: вЂў spend the time researching a new and potential client вЂў decide the best way to present your product/ service to meet their needs вЂў prepare a marketing proposal with a pitch directed to attract interest from your prospect вЂў get to speak to the right person to schedule an introductory meeting to make your pitch вЂў follow up that introductory meeting with ideas/queries/conditions that resulted from the meeting вЂў nurture the relationship until you have an outcome So, is that 3, 4, 5 or more hours of your precious time? www.customerservicespecialists.com.au hings are tough out there. We are reminded daily by the media, economic experts and financial gurus. There is another recession glooming. Retail is suffering. WA is the boom state. Mining is keeping us afloat. But at what cost? With such predictions happening so often, what are you doing to protect your business? We have got very comfortable in Western Australia, with most businesses thinking they will be alright whilst the rest of the country suffers. With this blasГ© attitude we have forgotten one very critical component of how we do business вЂ“ the importance of customer service! Now compare that to a simple 5 minute telephone call building a better relationship with an existing customer. Someone you have already established a relationship with. It is far more cost effective to build upon the loyalty factor you have already developed with an existing client: On a recent trip to Queensland I was blown away by the service that was provided to us everywhere we went. I could not fault it (and yes, of course I was looking too!). We do a lot of mystery shopping in Perth and WA and to be honest, the service in this state has a lot to answer for. Why is it that we feel it is fine to give our customers average service instead of WOWING them everytime? вЂў pick up the phone вЂў dial an existing or past client вЂў ask for genuine feedback on their experience with you Pick up the phone and dial a past or existing client every day because: вЂў personal attention is always going to be a winner вЂў satisfied clients will always mean repeat business вЂў happy clients by the laws of attraction will always look forward to doing more business with you вЂў it is a fact that regular clients will refer you more business вЂў happy clients are your best advocates, your raving fans вЂў regular clients provide you with great testimonials вЂў regular clients and great testimonials bring you qualified leads and new business T Jenny Towers - Customer Service Specialist SIMPLE: Next time you are thinking about ways to increase your sales and grow your business, need some testimonials to add credibility to your business, want referrals from happy clients to attract new prospects or increase the frequency by which clients use your services then ... instead of sourcing new clients, look no further than your existing client base! With tough times like we are experiencing now, it is time to go back to basics with your businessвЂ™s customer service. Start WOWING your customers like you never have before! By making a few minor changes to your customer service plan (and yes, this is just as important as a business plan) you could have a lot of new customers that become loyal and raving fans! What can you offer that your competitor doesnвЂ™t? When I make that statement I am not talking about just discounting your products or putting on a sale. I am talking more about making the transaction a personal one. Use the customerвЂ™s name. Offer a freebie. If you have their birth date on file send them a birthday card! Find something that you can do to make a difference. Get out there, have some fun and start WOWING!! visit www.candidatedatabase.com.au October / November Edition 2011 THE NIFNEX REVIEW 5 Get better quality clients and sales guaranteed or your money back Is your smart phone making you work harder? With a range of new technology entering our markets at every turn, itвЂ™s hard not to be reliant on these gadgets to make managing work schedules a little easier and also keep us in touch with work when we are not even at work (which could be argued by many as a negative point). iPhones and Android phones are revolutionising the telecommunications industry by providing people with not just a method to make phone calls but to send emails, use the internet, set reminders, view documents and even download applications that assist with day-to-day activities. When Apple launched its Ipad in 2010, it sold 3 million worldwide in just 80 days, which is evidence that we have a very WhatвЂ™s that buzzing? Another new email from work? But itвЂ™s the weekend! Well...according to a survey 70% of you actually do receive updates and emails on weekends. technology savvy consumer society. To find out what types of gadgets people use for their careers and what their opinions were on certain technologies, the Nifnex team set out to conduct interviews in the Perth CBD. When asked what their favourite business gadget was, the answer among the participants was obvious. The iPhones has the highest percentage of users with 45% using their phone for work related purposes. Among the people who preferred using Android phones as their main business gadget, HTC ranked as the most popular. It was interesting to also note that the majority of participants did not turn emails off from work during the weekend, with many commenting that their workplace required that they had to receive emails at all times of the week. This raises the question about where do we draw the line between work and home since 70% of people we interviewed said that their workplace required them to receive email at all times. Is your Information Technology Systems letting you down? > email internet problems ? It was surprising to find out that only 35% of the participants interviewed said they were an early adopter of technology. 67% of the participants interviewed that were waiting for the launch of a new business gadget chose the Iphone 5. From the data collected, Apple is the clear winner and choice of most participantsвЂ™ favourite business gadget. With the majority owning Iphones and Ipads, the multinational corporation is definitely keeping its consumers satisfied and on the edge of their seats for their new releases in the technology industry. At the end of the day it doesnвЂ™t matter what brand of phone, tablet or laptop a person has, we all use business gadgets because we consider them useful tools in our working careers and perhaps these little devices make our lives a little easier. However considering the fact that there are new technologies being released at every turn, those who are early adopters of technology face the challenge of having to learn and adapt to these new devices....so are they actually making us work a little harder? 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We can help you! Contact Paul today 0 4 3 5 2 5 7 6 6 5 Website P er thI Ts e r v i c e s . c o m . a u $59 First consultation and assessment is free. Quote Nifnex Our experts are Friendly and speak plain English 5 happiness 6 THE NIFNEX REVIEW October / November Edition 2011 Are you looking for staff? key principles to bring you Peter Abetz, WA Liberal MP Where do you draw There is a common belief that to be successful and happy, we must leave our problems at the door and be conscious of what state of mind and mood we are in. T he reason we sometimes struggle to apply this simple advice is because we carry emotional baggage that does not belong to us, according to mind power expert, Mr. George Helou. вЂњTo be happy begins with not believing the lies about yourself that convinces you that youвЂ™re not good enough or capable. There are many ways to do that and you need to find the ways that best suit you,вЂќ Mr. Helou said. InspirationвЂ¦ вЂњItвЂ™s very tempting to hide mistakes and bite your tongue on important issues if you believe your worth is going to be knocked down by your manager or peers. That always makes things worse,вЂќ he said. By Zeeshan Pasha вЂњSuccessful people connect with key empowering principles that allow them to take responsibility, learn from their mistakes and not get trapped in a stressful downward spiral caused by making excuses and blame.вЂќ Hart; Executive Chairman Kitchen Headquarters, John Poulsen; Managing Partner, Squire Sanders Australia, formerly Managing Partner at Minter Ellison and Peter Abetz; WA Liberal MP aka вЂњMan from Southern RiverвЂќ.The questions centred around who they look up to, where does their inspiration come from and leaders they admire the most. Mr. Helou recommends five key empowering principles that people can learn to connect to and live by for immediate results in the workplace and in relationships: 1 2 3 4 Self Worth; ItвЂ™s important to acknowledge you are bioengineered like every one else on the planet. Draw confidence from connecting with your amazing potential. Causality; Happiness comes from being able to identify root causes to effects. Ask more вЂ�whyвЂ™ questions and stay open to learning from whatever you find. Context; Learn to lay down a detailed context in all your communication on every level. Being understood easily increases productivity and satisfaction. Resilience; Life will always have its ups and downs. Obstacles provide the means for growth, progress and success. Enjoy your ups and seize the downs for learning and evolving in preparation for the next up to be even higher. 5 Light Heart; If you lighten up your mood, people will enjoy being around you and helping you out. Allow some fun and casual connections to strengthen your relationships. George Helou is a Perth based Life Coach, best selling author and the founder of MindPowerCoach.com You can reach him on 08 6102 1055 or email [email protected] or go to www.lifecoachperth. net for more information. John Poulsen, Managing Partner, Squire Sanders Australia I was privileged to have met the 4 people in Perth who have done so much for the WA economy and have inspired and helped so many people and are continuing to do so. Meeting them one on one and talking to them about various topics gave me a true sense of the leadership qualities they have within them. We are all inspired by leaders within our field and sometimes outside of what we do for a living. I was so intrigued by the wide range of responses I received from the 4 leaders. Michael Malone; CEO of iiNet, Rick Would you have thought Rick Hart would be inspired by Sam Walton, the US retail giant in the 1990s? Absolutely! But, would you have also thought that the former Mayor of New York, Rudy Giuliani and Jack Welch, former CEO of GE would inspire Rick Hart? I probed into it furtherвЂ¦as you do and I can see why they are inspiring. Rudi Giuliani gained international attention and also won Rick over for his leadership during the September 11 attacks. As for Jack Welch, according to Wikipedia, during his tenure with GE from 1981 to 2004 the company had gone from a market value of $14 billion to more than $410 billion at the end of 2004, making it the most valuable and largest company in the world. At the time of his retirement, Welch received a salary of $4 million a Business Feature: Kathy Menon (KMI) Structural Integration Boost productivity and look after your health! Mridula R. In the work place, corporate massages if frequently used can lead to increased worker comfort, productivity, decreased stress and a great morale booster. The downside of a corporate massage is that it wastes time on the job, relaxes someone when they should be alert, and that вЂ�good feelingвЂ™ post massage only lasts a few hours вЂ“ if ever. It is easy to think that this style of massage is good for you. Unfortunately however, this is rarely the case. While massages make you feel good for a while, it also makes your problems worse. This is because pain is usually felt in muscles that are stretched and as a massage works to lengthen muscles, and focuses on where you FEEL pain, making you feel better by working on muscles that are already over lengthened. By getting these lengthened muscles stretched even more, it actually exacerbates the dysfunction. Structural Integration (SI) is an advanced form of structural bodywork that has its foundations in soft tissue osteopathy, yoga and various movement therapies. It works by resolving the deeper structural patterns that lead to pain, so that one can truly heal for long-term relief. The goal of SI is to align and balance the body and thus is applicable to a vast array of health issues. It also delivers improved biomechanics and self-awareness, thus reducing the likelihood and severity of injuries and improving recovery post injury. By resolving these long held patterns, SI increases productivity вЂ“ less sick days are needed, time taken for physiotherapy, chiropractic or other therapy appointments are reduced and better job performance is achieved as people understand how to use their body more efficiently. In addition, increased comfort in doing the job also leads to increased worker satisfaction. In the long run, SI saves money with less sick days per year, more efficient use of time on the job and better quality work correlating with increased worker comfort. Furthermore, as SI is not an ongoing therapy, its cheap preventative care is relative to the cost of physiotherapy or chiropractors. By promoting awareness and providing movement education, individuals are less likely to injure themselves again. Kathy is located in the Armadale area and is a certified practitioner of Kinesis Myofascial Integration (KMI) and Remedial Massage. For more information, call 0403 840 502 or email [email protected]. www.naturaltherapypages.com.au/therapist/ structuralintegrationaustralia/35092 visit www.candidatedatabase.com.au October / November Edition 2011 THE NIFNEX REVIEW 7 Positioning Your Business in Google et al Charles Ryder, SEO Specialist Rick Hart, Executive Chairman Kitchen Headquarters Michael Malone, CEO iiNet your inspiration from? AdmirationвЂ¦ Leadership вЂ¦ year, followed by his controversial retirement plan of $8 million a year, which included GEвЂ™s $80,000 per month luxury apartment in Trump Tower (New York City), free food and wine, access to a $300,000 per month B737 corporate jet and in 2006 WelchвЂ™s net worth was estimated at $720 million. John Poulsen and Michael Malone draw inspiration from their family. John Poulsen gets his daily inspiration from people who have energy which is self sustaining in its own way. John gets inspired by his wife, an amazing lady who has done two solo swims to Rottnest, the first being a 22km swim in 11 hrs and the second time clocking 8hrs. So when faced with challenging times John Poulsen thinks how his wife was ploughing away and that is inspirational. John also finds the speeches of Sir Winston Churchill very inspirational. Michael Malone looks up to his parents and admires their leadership qualities. вЂњMy parents have taught me all the fundamentals of businessвЂќ says Michael. It was great to hear from the internet evangelist about work life balance, business plans, marketing which I will cover in the forthcoming editions. Stay tuned. Peter AbetzвЂ™s response to leadership was also very insightful. Peter draws inspiration from the Bible as he has strong Christian values. Peter hates injustice and a leader that he admires is William Wilberforce, who was a British politician, a philanthropist and a leader of the movement to abolish the slave trade. We have 4 different answers from the 4 leaders within corporate business, retail, legal and politics and hope you are all as fascinated as I was when I heard them. I would like to conclude with John PoulsenвЂ™s theory on leadership which is so apt. вЂњLeadership is about using the positive energy to influence and inspire others to be the best they can in an ethical wayвЂќ. I hope we can all take some positives out of that and be a great leader, influencer and a role model within our own workplace or at home and letвЂ™s also aspire to have the lifestyle of John Welch! Have you ever wondered how you can take advantage of the sudden shift in the marketing landscape lately without becoming a victim of Internet sales hype? Have you ever been a victim of the quick sale web designer or the number 1 on Google brigade? Which keyword you may well ask? So, you know that consumers are not using Yellow Pages and broadcast mediums the way they used to and they are becoming more вЂ�connectedвЂ™ and discerning in their research and consumer choices. But are you really equipped to handle your own online marketing, assuming you now have a kick-butt website? Or are you prepared to let a вЂ�builderвЂ™ of websites вЂ�marketвЂ™ your business online just because they understand your content and how you want to build and present it in a browser? Will your web designer appreciate that a shift towards Internet enabled mediums doesnвЂ™t necessarily mean you should throw away other forms of marketing and that being aware of other marketing, in your particular business, may impact on Google or your Internet strategy? Who will focus on the true value proposition of organic search versus paid search versus display advertising in your particular market? Half the battle with online marketing and search engine optimisation (SEO) in particular, is knowing what questions to ask and who to ask. Surely, these questions should be asked of a specialist in online marketing, someone without a vested interest in designing bigger and fancier website properties, assuming such questions could potentially have a significant bottom line effect over time? By all means, ask your web designer or branding agency. However, be sure to also ask an experienced SEO/ online marketing specialist firm to do a little real keyword and market research and come up with a proposal that covers a full year! Why a full year? Well these days, organic positioning on Google and other search engines is neither easy nor quick, and like many other forms of marketing, it should never be considered a one-time exercise. It pays to have a well-researched, industry appropriate, strategic proposal or plan. CASE STUDY (08) 9361 9534 [email protected] WE SAVED OUR CLIENT SNAP 35,000 ADWORDS CLICKS AND OUR SEO INCREASED THEIR GOOGLE RANKINGS BY 140% GENERATING 40% MORE NON PAID VISITS READ MORE AT WWW.WHITECHALKROAD.COM.AU/SNAP вЂњ WCR SAVED US MONEY WHILE INCREASING THE NUMBER OF QUALITY LEADS WE GET FROM SEARCH вЂќ RACHEL LADWIG DIGITAL CAMPAIGN MANAGER 8 THE NIFNEX REVIEW October / November Edition 2011 Enrico Gismondi, MondoTalk Top 5 reasons why Enrico Gismondi is a Director of MondoTalk Pty Ltd and is a Telecommunication expert. Enrico founded MondoTalk in 2006. MondoTalk operates a global IP Telephony network with dozens of strategically placed servers around the world to ensure the same premium call quality. Are you looking for staff? Top 5 Tips for earlier financial freedom 1 2 3 4 5 Always be profitable. Always pay for advice (Free advice is costly!) Sallie Tanuwidjaja, StarLink Always be scared when others are greedy. 5 questions you have to ask yourself before Always be greedy when others are scared. creating a logo Voice over IP may be the solution for your business Spend less than you earn. Terry Lee CFP (Mgr Osb Pk Reallogic) 1 WhatвЂ™s the business objective? 1 Feature rich. VoIP may bring the power of software to your communication needs. Director Terry Lee Financial Planners 2 2 Low setup cost. VoIP may have a very low setup based on how providers deploy and price services. 3 Flexibility. VoIP may give your business unprecedented flexibility in operations and phone presence. WhatвЂ™s the business goal? (itвЂ™s quite important as we know what sort of design we should look at) Scalability. VoIP services may be able to scale as required. There may no longer be a need to future plan for business growth infrastructure needs in several areas. 5 Low running cost. Say Thank in a special way you 1 2 3 4 5 Give gifts for good referrals you receive to say thank you even if you did not win the business. Whatever the size of the order you receive a great gift small or large would be appreciated. Never give a gift that you would not like to receive yourself. Try and colour coordinate your gift or tailor it to an interest that recipients might have. Eg. Golf. When possible, deliver the gift yourself as it is great to see the smile on the face! There are so many reasons to give a gift and not all are just to say вЂ�Thank youвЂ™. The Smiling Gift Company www.thesmilinggiftcompany.com.au has a motto вЂњGive a gift and receive a smile!вЂќ Janice Allen started the business 5 years ago and makes gift baskets and gift boxes for all occasions to suit all budgets. This вЂ�WA onlyвЂ™ business handles all deliveries themselves throughout the metro for a set delivery charge and no couriers are used. 3 Who are the target audience? Are they female or male, young or middle age. 4 4 Janice Allen, The Smiling Gift Who are your competitors? And how do you differentiate yourself from them? 5 What do you want your customer to feel when they walk in your office/shop? (for example, warm, classic. etc) When was the last time you gave a gift to say thank you? VoIP may offer a reduction on current telecommunication costs. Top tips for online 1 TOP shopping Do your homework. There are a whole range of suppliers out there with some great deals on the same products. Make sure you check clearance stores like OO.com, Overshipped.com before buying from a specialist store 4 2 5 Research shipping costs and policies. Some prices may seem cheaper than others but freight may be higher. Often stores have free freight for orders over $X so bulk buying you can save you a fortune. 3 Is the site secure? Most sites are very credible however make sure there is notifaction ( often at the bottom of the page ) about being 100% secured site etc. Also try to do most if not all of your online shopping from your home computor rather than work or public systems Keep an eye out for vouchers or other limited time specials. Most of the larger online stores will run specials from time to time like an extra 15% off or free shipping. Have you looked overseas yet? The US has huge savings compared to most Australian sites. Yes you pay freight but again check the rates, they are often not too bad and given the price of the item, youвЂ™ll still be well in front. exp TI Justin Sambell is the Global Business Development Manager for eDosh вЂ“ a very exciting, brand new online, discount shopping portal and cash back rewards program. from Real Logic Top 5 tips for effective online marketing in 2012 using web video 1 Be clear on your outcome DonвЂ™t get a video for the sake of getting a video. The most powerful web video strategies revolve around the video driving viewers to a specific call to action. Do you want people to request a quote? Subscribe to your newsletter? Opt-in for a free report? Define your outcome before you start planning your video. Josh Williams, Director of Myvids.com.au Web Video Marketing Josh Williams is the founder and Managing Director of Myvids.com. au. Since 2008 Josh and his team have produced over 416 (at the time this was written) Remarkable web videos and focuses on achieving Remarkable Results for his clients. Myvids is based in Osborne Park and works with clients of all sizes, and has solutions for any budget. Check out the results JoshвЂ™s web videos have achieved for his clients by watching the video on his homepage at http:// myvids.com.au 2 Work with an experienced script writer The most important part of your video is getting the message right. How are you going to draw people in to watch beyond the first ten seconds? What are people going to hear in the voice over? What are they going to see in the video as they hear these words? Without a good script, it doesnвЂ™t matter how good the video might look. You need the right message if you want results. 3 Plan the production carefully ItвЂ™s not as easy as most people think. You canвЂ™t just find someone with a camera to come and film your business. If you want the video to be an effective sales tool for your website that youвЂ™d be happy to use for months (or years) on end, you need to plan it well in advance before you start filming. It really helps to have a dedicated project manager to oversee the production from start to finish. 4 Edit for engagement Most people donвЂ™t realise how hard it is to keep someoneвЂ™s attention when they press play. If it starts with getting the script and message right, it ends with the way the video is edited to deliver this message. You need different camera angles, graphics appearing in the video and professional editing if you want people to watch the video to the end so they can take action when you direct them to. 5 DonвЂ™t rely on one video to do it all For most businesses, it is almost impossible to fit everything you want to say into one video. Avoid the tempation to attempt this - it will only confuse the viewers and dilute your message. Focus on one main idea or message per video. ItвЂ™s better to have ten short videos around a minute long each, rather than one ten minute video to cover them all. Gary Pontifex вЂњThe Networking GuyвЂќ Reallogic www.reallogic.com.au How many times have you gone to Networking functions and been asked for your business card only to never hear from that person again? I would suggest that you may only ever hear from about 10% of the people that you have ever handed your business card to, except for the times where you get bombarded with emails selling something or wanting you to suddenly join Linkedin or Facebook. Networking is a commitment to the people you meet, by taking an interest in them and what they do. My suggestion is to not waste your precious time and money вЂњnetworkingвЂќ if you donвЂ™t want to build quality relationships and in turn grow each others business. visit www.candidatedatabase.com.au October / November Edition 2011 Top five tips for Peter Veenhoven, Sales business banking Office Choice Malaga is an all-round office products supplier that can serve you with solutions for your office needs. We specialise in personal service. Try us and find out. 1 Develop and maintain an open relationship with your bank. Conrad Francis, Inspired Money Top 5 Tips Financial Goal Setting 1 Identify and write down your financial goals, do not fall into the trap of leaving it in your head! 2 Breakdown your goals into achievable targets, the old saying that eating an elephant is achieved only by taking one bite at a time. 3 Develop your plan of attack...whoops I meant action! This aids in keeping you focused and less distracted. By seeking expert help, youвЂ™ll be able to plan, identify solutions to potential problems, and improve the chances of your business surviving any rough financial periods. Peter Fear, Suncorp 5 Tips to manage your Ensure you have access to a relationship manager and a network of specialists within the bank. Managing any type of stock can be challenging at the best of times. Stock comes in and goes out at irregular intervals. The same probably happens with your stationery cabinet. Here are 5 tips that could help you stay organised and stocked. Relationship managers facilitate financial needs in an efficient manner, while the support of a strong network of specialists will help you assess your business needs and provide solutions to a broad range of everyday business and personal financial challenges. Do your homework on the options available and how they can fulfil your needs. 3 1 Ask yourself some questions before asking or approaching the bank. For example, what funds are going to be required, and how long are they going to be required for? 2 4 5 5 Obviously overriding all of this is if you are in a relationship then consulting with your partner is extremely important. Your business needs to make a profit, but so does a bank. You are asking the bank to consider your business plan, agree with your strategy, approve your expenditure and accept some of the risk that the business may not succeed. Banks are in the business of supporting sound and viable financial decisions, therefore every request must be considered on its own merits. Finally evaluate and reward yourself. This is crucial to keep you on track, remember if you cannot measure it you cannot manage it. This should be done regularly! STATIONERY ORDER 2 4 Grow your financial knowledge, engage experts, talk to friends and read read read. This will help make you fully conversant with investment options. Make an inventory of all the items that you use in and around your office and put those on a list complete with a description and item code. Analyse the usage of these products over a period of 6 or 12 months (depending on the size of your business) and note the average quantity ordered on your list. This will be your usage level on a monthly basis. Be realistic about the funds you require and can afford. 3 To be certain that you never reach for an empty space determine a re-order point for your items. If you take 20% of your usage level, this will give you a reserve for those moments of high usage that can appear in a given month. Again, ask yourself some questions. Like, what level of security can you offer? How will the bank view the value of the security? How will the bank assess вЂњriskвЂќ for your business? Remember your bank is also a business that has to answer to its shareholders. perts PS Members 4 Try to organise an order once a month by taking stock of your stationery cabinet. This will reduce the time spent managing the stationery and help you keep a better overall control. 5 5 Always keep a spare cartridge for your printer on the shelf. ВЅ Consult your office products supplier for assistance. Angela Caroleo, Wesfarmers General Insurance A GOOD PERSON TO KNOW FOR INSURANCE A friendly face for your local business or strata insurance needs is not far away with WFI, part of Wesfarmers Insurance. Angela Caroleo is your local WFI area manager. She has a good knowledge of the surrounding area and can provide information on our range of insurance products for business, strata and workersвЂ™ compensation. WFI is a trading name of Wesfarmers General Insurance Limited ABN 24 000 036 279 AFSL 241461. Contact WFI for the PDS to help decide if our policies are right for you. Top 5 Tips for Business Insurance 1 3 Tips Make sure you know what kind of insurance you need for your business. Many businesses are either under insured or over insured. Talking with an insurance representative can help clarify what kind and how much insurance is needed for your business. LetвЂ™s see how you can be different: 2 4 Business Networking from the Networking Guy himself 1 When you receive a business card why not jot down a few things about the person or your promises to them, before you move on around the function. This will assist you in your follow up over the coming days. DonвЂ™t withhold any important information from your insurance representative about your business and its exposure to loss to ensure you are offered the right level of insurance cover. Providing the insurance company a complete history of your business may also result in a lower insurance premium. 2 The next day sort through the cards you may have collected. Generally you have asked for or taken someoneвЂ™s card for a reason. The reason will be marked on the back of the card along with your way of remembering that person. 3 Having sorted the cards into priority order start your follow up. If you have promised that person something then follow it up immediately in two ways: 1) A phone call to acknowledge having met them. 2) Give them whatever you may have promised them. 4 Assuming you just wanted to learn more of their business and how you could help them further, set up an appointment to meet. 5 Do not forget to Data Base these important people into your computer and your phone for future reference and continued follow up. вЂњ Do not be one of the serial business card collectors who just wants to have the most contacts on LinkedIn or Facebook. Look to genuinely help people in their business first and the rewards will flow by way of direct business and quality referrals. If you want to develop your business further then please drop me a line and I will discuss your requirements with you.вЂќ THE NIFNEX REVIEW 9 Shop around but donвЂ™t choose a company just because they give you the cheapest quote. Business insurance can be complex, check to make sure that the insurance plan will actually cover your needs. Make sure you also read what is not covered in the exclusions section. DonвЂ™t risk being underinsured. Thoroughly review your sum insured every year, remembering to increase it if you puchase new equipment for your business or make changes to your business. 5 If your finances are tight, you may want to consider a higher level of excess rather than reducing your sum insured. and get paid painlessly Founded in Melbourne in 2002 and in New Zealand in 1998 to help small to medium sized enterprises (SMEs) get paid without stress and without upsetting customers our local outsource professional debtor management service means we act like a member of your staff without being on your payroll вЂ“ and this can be from as little as $75 per week. 1 3 Top 5 tips to outsource your credit control If you donвЂ™t have a dedicated credit controller working in your business, then outsource the function to an experienced professional such as Accounts Receivable Solutions. Not only will you see the benefits in your cash flow but also in the reduced stress which the burden of collecting your money can induce. 2 If you do have staff to perform the function, ensure they are fully trained in effective techniques and are actively in contact with your customers. Building and keeping good relations with your customers is paramount to future success and a proficient Receivables team can do wonders for your business. Ensure you have up to date Terms of Trade that protect your interests in collecting money fully. This includes the ability to charge debt collection costs, the right to lodge the debtorвЂ™s name on a credit default register and which incorporate the soon to be implemented Personal Property Securities Act which WILL affect every business selling on terms. Ensure the customer knows the terms under which the sale or service will operate BEFORE you enter into it. Leaving it until after the sale has occurred will drastically restrict your rights to recover. 4 An unpaid invoice over 90 days old has a 25% chance that it will never be paid. At 180 days there is a 51% probability you will never see your money. 5 If you want to maintain ongoing good customer relations with your debtors be professional in requesting payment. It is okay to be assertive but not aggressive or passive. Ensure your customer understands your need for payment and donвЂ™t be afraid to ask for what is yours. 10 THE NIFNEX REVIEW October / November Edition 2011 Are you looking for staff? Secrets to Online Marketing Success If youвЂ™re investing in online advertising to get more website traffic and more customers, there is more to just a corporate website to ensure that your site visitors become your customers. To drive the best results from your online marketing activities, you must optimise other areas of your online presence. Factors such as Website landing pages, keywords, text ad, brand recognition, customer service, and business reputation, all impact whether a customer clicks on your ad, looks for more information or contacts you. 1 Here are the essential tips to online marketing success: Website Pages вЂ“ Your website should have a clean layout, contain relevant photos and videos, and prominently display your call to action and phone number at the top of your page. Your website pages should be specific to the product, service or special offer mentioned in your text ad and should contain the same keywords that brought the people to your site. Remember, you have less than 10 seconds to capture and retain the interest of your website visitors, so your website pages should create a positive experience, establish credibility, provide relevance, present what you do and clearly provide them with details on how to get in touch with you. 2 Quality Score вЂ“ Search engines have a special formula called quality score for deciding where and when to run your ad and for what price. You need to maintain keyword consistency between your text ad and your website pages, to enhance your quality score, which can improve your page rank, increase the number of times your ads are shown and make better use of your budget. 4 By Stefan Jadlowkier, National Brands Manager. Future Conversions вЂ“ Many visitors do not contact a business on their first visit to a site. So, you need to make sure that your business is memorable and stays front of mind. Remarketing technology displays your ads to consumers who have previously clicked on your ad and visited your website. Seeing your display ad and business name reinforces familiarity and in turn reminds them of your products and services, which will bring them back to your site when they are ready to buy. 5 Customer Service вЂ“ How your staff interacts with customers who call or visit can impact the number of conversions you get from your ads. Recording the phone calls generated from your search campaign can help you discover training opportunities for your business. It is an effective way to grade and improve the way your staff responds to customer inquiries, greet visitors and solves problems. Great customer service can result in more sales and return visits, which will help generate positive reviews and referrals. You are also directly influencing the reputation of your business, what is being said about you, and the likelihood that your customers will spread the good word about your business. More happy customers lead to great referrals and of course вЂ“ more business. Do you want more tips and advice on how to make the most of the internet, to generate more customers for your business? Then, contact Stefan Jadlowkier your business development manager at ReachLocal Australia. Stefan will provide you with a free consultation, and tailor a special online marketing package to suit your precise needs and budget, thus ensuring more success for your business. Contact Stefan via email on Stefan.Jadlowkier@reachlocal. com.au or call 0403 084 700. 3 Brand Recognition and Awareness вЂ“ Searchers are more likely to click on a text ad from a brand they recognise than from one they donвЂ™t, so make sure you are targeting your search ads to local areas where consumers are most likely to recognise your brand name. Convenience is a top factor for consumers looking for a local business, so it is important that your ads appears in front of the right people. You can build brand awareness with online display advertising that is highly cost-effective for reaching local consumers. Using display advertising in conjunction with search can lift the results of your online marketing campaign. Are Your Potential Customers Finding You Online? Make Sure They Do. With ReachLocal. Sophisticated Technology automatically optimises your campaign, shifting more of your advertising dollars to the keywords and sites that give you the most phone calls and contacts. Extensive Reach places your business on the networks which provide the best return and where 97%* of consumers search online. *Nielsen/NetRatings 2005-2006 Call Stefan Jadlowkier to get your business found online 0403 084 700 or 08 6369 9063 or visit www.nifnex.com.au/ReachLocal Transparent Reporting lets you see the value of each dollar spent offline and online. You will see every click, visit, e-mail, download, web-form and phone call made from your ad. Our optional Call Recording feature even lets you listen to each call so you discover training opportunities for your business. Nifnex_halfpagead.indd 1 6/10/2011 8:38:20 PM visit www.candidatedatabase.com.au Spotlight: Peter Taliangis October / November Edition 2011 The motivation was always to achieve the goal that I set and re-evaluate the goals as I went along. I did further study along the way with a Post Graduate degree in Marketing and an MBA вЂ“ which were the tools that ultimately gave me practical experience that got me the opportunity to advance my career and achieve my goals. 4. Where do you draw your inspiration from? Peter Taliangis If you havenвЂ™t seen this gentlemanвЂ™s name on the Home for Sale signs and all over social media, I would be surprised. We had the privilege of finding out more about Peter Taliangis. 1. For the benefit of the reader, could you tell us a little bit about yourself, the business and the space it operates in? I am a 20+ year marketing, sales and business development professional, who is currently a Real Estate AgentвЂ™s Sales Representative. I work for a company called Realty One (http://www.realtyone.com.au). Realty One is a Real Estate company based in Perth that does residential sales, property management and commercial and industrial property. I have worked primarily in sports, arts, fundraising, non-profit and manufacturing. I have been a CEO of a business, as well as been a manager of sales staff and Marketing Manager for various businesses. 2. What was your first job and how has the journey been from then to where you are now? My first full-time job was as National Marketing Manager for Australian Junior Chamber in Canberra. This job was designed to look after a direct sales team, plus create new products and make existing products more desirable to a changing market. The journey has been interesting indeed however I have always stuck to sales, marketing, business development, public relations despite changing industries along the way. 3. Did you ever question your path? What motivated you to keep going? Never questioned the career path вЂ“ my goal was set early on вЂ“ to become a CEO of a company was the goal. Once I achieved that goal I started making plans for my new goals of working for essentially myself or being completely responsible for my income. I am inspired by the need to achieve a goal for myself and my family. ThereвЂ™s no greater inspiration than providing for people who are relying on you. 5.What is the most innovative business decision youвЂ™ve made that you are very proud of? Possibly the most innovative and ground breaking work I was involved with was getting the West Coast Eagles on the web back in 1995 вЂ“ it was a time when the internet was really just kicking off вЂ“ and I managed the content, marketing and member communication through the website for 6 years. The website created a whole new world of opportunities, fan, member, sponsor engagement and revenue opportunities. In this site we also created West Coast Eagles radio вЂ“ which was essentially a streaming webcast, before anyone knew what a webcast even was. 6. How do you manage work/life balance? Any tips for our readers? Work/Life balance can be a really difficult thing to achieve, particularly when you are searching for a goal or have demanding targets etc. I think the most important thing is to stay as fit as possible and look after your health вЂ“ I do most of my exercises between 5am and 7am. It is also important to try and finish work by a certain time each day, not bring work home if you can and turn off your mobile devices particularly if they have e-mail feeds after a certain time as well. Bad habits can creep in at any stage вЂ“ so you have to keep reminding yourself of your health, stress and commitment levels. 7. If you were a car, what make and model would you be and why? I would be a Magna Executive вЂ“ big car, reliable and comfortable to drive, without being overly flashy. 8. Please complete the sentence. To unleash your potential вЂ¦ You must have goals and stick to them. Would you like to be featured in this section? Tell us your story. www.nifnex.com.au/portfolio.submit THE NIFNEX REVIEW 11 SMEs вЂ�DonвЂ™t Know what they DonвЂ™t KnowвЂ™ When It Comes to HR Compliance & Best Practice. And the $$costs of getting it wrong can be huge! The Fair Work Act and the National Employment Standards (NES) have placed requirements on business that many, particularly those small to medium enterprises, are completely unaware of, or are perhaps simply not positioned, resource wise, to address. There are compliance requirements in all areas of the employment cycle (Recruitment вЂ“Induction & On-boarding вЂ“ Performance & Development вЂ“ Retention вЂ“ and the Separation Process) and attention needs to be drawn to many of these. For the past three months, IвЂ™ve been providing a service to business where I come into the business, undertake an HR audit, and produce a report that outlines current areas of risk to business in the HR compliance and best practice, and itвЂ™s become very apparent to me that many business owners have a huge lack of understanding in these areas. Of particular note and concern: вЂў The wording of employment adverts and also some interview questioning that could fall foul in the area of EEO (Equal Employment Opportunity). вЂў The lack of understanding of which Award is applicable to their staff. IвЂ™ve had people tell me that вЂњit doesnвЂ™t matter what Award covers us, because I pay above awardвЂќ; strange statement when if they donвЂ™t know which award covers their staff, how do they know they pay above it. ThereвЂ™s also the requirement to have the applicable award available for staff to view. вЂў Many business owners are confused about whether they employ casuals, perm-part time, or full time. IвЂ™ve had people say I employ full time casuals, and others who were even unaware that casuals receive casual loading. вЂў The requirement to provide all staff with a pay slip within 24 hours of being paid, despite the fact they may receive the same pay every week/fortnight. вЂў And a very big lack of understanding of the effects and requirements of the NES, such as the process to follow should an employee wish to extend their parental leave. вЂў Many businesses donвЂ™t understand the potential impact of sexual/racial harassment and bullying; not only the impact on victims themselves but the ramifications to their business; not only in monetary terms (the average cost for a stress claim is $41,000 compared to $23,500 for a physical injury claim вЂ“ source: WorkCover (ACT) 2005) but also in terms of brand damage and damage to staff morale. вЂў The potential cost to business under an unfair dismissal claim, even if it doesnвЂ™t go to the tribunal, can be huge; in the tens of thousands. My best advice to business owners, is to gain an understanding of their obligations and to, obtain or develop, a comprehensive policy and procedures manual specific to their particular business, that captures these requirements and sets out a clear process and procedure to administer all of these requirements, thus removing any grey areas for both the business owner and their staff. Robyn Moyle A Corpora te Decision вЂ“ HR Consultant & Virtual HR Manager You donвЂ™t have to wear every hat in your business Outlining current areas of risk to business in HR compliance and best practice, in the areas of: > > > > > > HR Free Check . lth only Hea ited time 0 lim 45 for a at $ Fair Work Act; ed New Modern Award System; Valu National Employment Standards; Avoiding unfair dismissal claims which have the potential to cost $thousands; Effective policy and procedures; Training and policies against harassment and bullying to avoid potential expensive claims; > Current business culture assessment; and > Retention strategies to help you keep your best people. IT Manager HR Manager Secretary Director Marketing Manager Contact Me on 0402 232 946 or [email protected] Accountant www.acorporatedecision.com.au 12 THE NIFNEX REVIEW October / November Edition 2011 Exclusive Interview with Wayne Collyer Managing Director, Polytechnic West Are you looking at Rebranding your business? Looking at employing fresh graduates? Or Refreshing your knowledge or learning new skills? The Nifnex Review MD, Zeeshan Pasha met with Wayne Collyer to share his thoughts on the above topics. We are very honoured to have Wayne give us his views. 1 I understand you have been instrumental in facilitating the rebranding exercise for TAFEs in WA. Could you please tell us the reasons why this was important and how it has helped Polytechnic West? We have been very fortunate in WA to have a Minister and Government who are committed to delivering a more flexible and responsive Training system to deal with the significant skills challenges on the horizon in terms of catering for the predicted upturn in the resources sector and the consequent flow on effect to other industries. As a result the opportunity to reposition the public training providers, then called вЂ�TAFEWA Colleges,вЂ™ was made available. For Polytechnic West, which was then Swan TAFE, this was great timing. We have been working for a number of years to reposition the organisation with a вЂ�point of differenceвЂ™ as both a leading provider of high quality vocational training as well as a provider of leading edge applied associate degrees. The new identity is Polytechnic West: The Polytechnic of Western Australia, is about more than changing the sign on the door, it is a fundamental shift in the focus of our business. 2 Rebranding is generally an expensive exercise. There are a lot of businesses who at some point re- think this and wonder if rebranding to suit their current target market is a good idea. What steps and actions would you suggest to these business owners. When contemplating a significant change like rebranding it is important to know your market and talk to your clients. We talked to our students, our industry contacts and staff about our brand identity. Polytechnic means вЂњmany-skillsвЂќ which encompasses what we do nicely. We wanted our brand to be internationally recognised and something our clients and staff could be proud of. The change also coincided with a major review of our strategic plan and the development of a new vision for our organisation: вЂњYour Future: Our Business.вЂќ That is something we are very clear about; we donвЂ™t offer our clients just a qualification, we offer them a better future and that goes for our students as individuals and the businesses we work with to build the capacity of their staff to enhance the future of their business. We are finding that large companies are also seeking to engage with us more and more to customise training solutions for their particular business needs. There is a greater need for companies, large and small, to customise their workforce development plans to achieve their potential and we recognise this is more than just training. Through our commercial training arm вЂ“ Platinum, Polytechnic West is big on hands we offer customised high quality training on approach to learning. Is this solutions for businesses in the specific skill something that you see working very sets they require and we further assist them well for businesses as well as students/ to address their workforce development apprentices? needs in a holistic way that assists them to That is certainly true, especially in the current fill skill shortages, retain and up-skill current labour and skills market. Businesses want staff as well as training their new recruits. staff who can hit the ground running, they are Fresh graduates have a lot to offer вЂ�job-readyвЂ™ and that is the real advantage we to their employer but they do need a have over our competitors. For students itвЂ™s lot more time and guidance in getting all about engagement. We pride ourselves on them going. Do you have any suggestions providing training that is very close to what for SME business owners on why they our students experience in the workplace. should employ fresh graduates and tips on In the case of apprentices and trainees we how to bring out the best in them? try to supplement the learning that already occurs вЂ�on-the-jobвЂ™ rather than duplicate New and highly motivated graduates will it. In the case of our full time students we often provide a catalyst to business growth simulate learning environments that closely with new ideas and the energy to вЂ�get things reflect the type of work they would be doing done.вЂ™ Through Polytechnic WestвЂ™s programs as a graduate and ensure they can perform many of our students are linked to industry to the standard that their industry expects. opportunities as a way forward to future This also means that our graduates quite employment. All of our qualifications right often have excellent career progression after up to associate degree level are developed leaving us and our experience is that many through a process of industry engagement. return to the Polytechnic to add to their skill This means that we ensure that the products base when they are ready for the next move we design meet the needs of businesses and up the ladder or to enter into a business of ensure there are real job outcomes available their own. for students. Large companies have always made Another method of doing this is through a it a point to visit universities and cadetship model, which the Polytechnic is colleges at a career fairs/open days currently developing. A cadetship designed etc to grab fresh graduates even before and supported by Polytechnic West would they finish their courses and graduate. allow a company to engage and utilise a new They see a huge potential in fresh young employee while they are studying a higher talent. Do you see that happening within level qualification. For the company this the small to medium business market in offers a great result вЂ“ not only do they have Perth? new and fresh graduate talent who have all 3 5 4 One of the great strengths of the vocational training system is that we do offer graduates that have been exposed to real world experiences. For example, every year our Fashion graduates from the WA Institute of Fashion and Textiles are showcased in a high class fashion parade and have been picked up by local and international designers such as Wayne Cooper, Daneechi and Second Skin. 6 Are you looking for staff? Polytechnic West has a number of courses for mature age students or adults who wish to learn new skills or refresh their knowledge. How important do you think this is, especially in this economy? In the current labour market and over the next period of economic expansion in Western Australia there are great opportunities for people of all ages to re-engage with training. We like to think that learning is a life-long experience and there are many programs that mature age students have to access further training to change their life direction, give their careers a push or to learn something theyвЂ™ve always aspired to master. The incentives for mature age apprenticeships are better than ever and I think business is beginning to see that there are inherent benefits in hiring apprentices and trainees who have some existing experience to bring to the table. There are also opportunities we can offer for people to have their existing skills recognised. For example if you, or your staff, have been working in an area for a length of time and have skills that can contribute in part or full towards a qualification we have a specialist team to help you get your skills recognised formally through a Recognition of Prior Learning process. We also offer Adult and Community Education and short courses for those looking for short professional development or leisure courses that can either lead to a new skill or as a nonthreatening pathway back to study. The opportunities available for mature age people, women returning to work, migrants, indigenous people and other groups that are underrepresented in the workforce are a reflection of how important it will be to increase workforce participation over the coming months and years. The possibilities are endless and the time to take advantage of the current focus on skills development by both the state and federal government is now. 7 Anything else that you would like to say to the readers. Polytechnic West trains over 35000 people a year across a significant number of programs. To discuss your businesses workforce development needs we have a team of highly skilled education specialists who will consult with you about the best training options for your business or customise a course to suit your specific needs. Platinum is located at the CBD campus on Wellington Street and would be happy to hear from you. Platinum can be contacted on 1300 188 717 or through our general enquiries line 9267 7500. of the theoretical underpinnings of the role, but the cadet graduate would also have been trained from within that organisation and their skills are contextualised to the industry and organisation they are working for. ItвЂ™s a great outcome for the individual and business alike and is something we are developing in conjunction with some very large industry players. POLYTECHNIC WEST NAMED BEST ItвЂ™s great to be recognised as Western AustraliaвЂ™s leading training provider... although thereвЂ™s so much more to Polytechnic West. We proudly make it our business to prepare successful futures for our two student winners, JontГ© and Ailin - and thousands like them. Whether itвЂ™s providing solutions for high demand sectors, or new and emerging industries, you can see why Polytechnic West is the provider of choice for over 35,000 satisfied clients. WA TRAINING AWARDS 2011 WINNERS Polytechnic West - Large Training Provider of the Year Ailin Gay вЂ“ Apprentice of the Year JontГ© Pike вЂ“ Vocational Student of the Year Call us today to find out how you can be part of the future. Your future. Our business. 9267 7500 polytechnic.wa.edu.au GOVERNMENT OF WESTERN AUSTRALIA visit www.candidatedatabase.com.au October / November Edition 2011 Socialmedia for SMEs. FAIL? Or is it a WIN? What do SMEs and Social Media (SM) have in common? Probably nothing, according to the majority of Small to Medium Enterprises in Australia. Today, thoughts fueled with emotions of how SM is just another FAD are verbalised in open forums. They then become a вЂ�referred sourceвЂ™. We are all strapped for time and SM is no exception. All other reason for not having a SM presence is failure to see the big picture of your communication strategy. What determines success in this evolving digital world? Here are some pointers I hope, will help you block the white noise to keep you on the right track. What does success look like? Clearly define the objective of your SM presence. Many businesses approach the most influential and talked about media by having an experimental presence internally with infrequent updates if they have time. Can you really afford to compromise and experiment with your brand? Sell вЂ�yourselfвЂ™, not the product. Start selling on SM and you will lose your fans. It is SMS (Social Media Suicide). There is a way in which you can draw new customers using SM. Create compelling conversations. Engage them and they will invest the time to know more about you and your product. DESIGN&PRINT YOUR VERY OWN PLASTIC working week to individually manage your SM. The right combination of skills, time and research, is the recipe to success. Emerging media stretches us all to the limit and challenges the norms of traditional marketing. Feeling a bit overwhelmed and strapped for time? Only relationships matter. A World of Leave it to the professionals. Mouth surrounds us. This is your вЂ�rock Socialite Media is a company that starвЂ™ moment to use SM to communicate bridges the gap between a SM strategy to the world the emotion, the ethics and and its desired results through seamless the personality that are the DNA of your execution of SM. The model we business. A rule of thumb - everything implement is intrinsically designed to you canвЂ™t place on your balance sheet manage the execution of SM for SMEs should be used as levers for creating to deliver clients. The team at Socialite engaging content on SM. Media lives these platforms daily and Listen to everything everyone says we understand how to drive success. about you. You cannot ban negative We seek your audience and interact comments in an open forum. with them daily. So, now is the time you People donвЂ™t need SM to voice their stop thinking and start acting on your dissatisfaction. It happens regardless. SM plan. With the experts on your side, Be open to criticism. It delivers a there are no вЂ�realвЂ™ excuses anymore. priceless opportunity to interact with Your customers expect to find you on your customers. Respond to the negative social media, today. and let the world know the outcome of any risk you have mitigated. This is your moment to shine. THE NIFNEX REVIEW 13 вЂў IDCARDS вЂў LOYALTYCARDS вЂў VISITORCARDS PHOTOIDCARDS MEMBERSHIPCARDS FORTRADESHOWS SINGLEORDOUBLESIDE with a Tattoo 2 Pebble 4 Dualys 3 EVOLISCOLOURPRINTER! ALSO AVAILABLE IS OUR OWN INHOUSE CARDPRINTINGSERVICE FORYOURCONVENIENCE! SPECIAL OFFER! COLOUR PRINTER PACKAGES *SAVE OVER $ 5 0 0 Evolve now and lead later. Comparing SM to traditional media is understandable. Unlike an ad, you canвЂ™t start and stop your SM presence. There is a bigger picture. Continue engaging with your customers. On average it takes approximately 26% of your FREE2XColourRibbons FREE500BlankCards# FREECardDesignSoftware ALSO ASK ABOUT OUR SECURITY ACCESS CONTROL MIFARE CARD SYSTEMS FOR ANY TYpE OF вЂў вЂў вЂў вЂў Zubin Fitter Are you looking for staff? Visit Candidatedatabase.com.au to search, shortlist and employ. BUILDING BUSINESS CLUB CARPARK вЂў LIFT вЂў DESIGNATEDFLOORS вЂў ROOMS вЂў BOOMGATE OFFICE : (08)94406600 MOBILE: 0416642370 Email: richard.f @monitorwa.com.au www.monitorwa.com.au in various industries. Large database of jobseekers available with * SPECIAL OFFER ENDS 30TH OF NOVEMBER 2011 ONLY APPLIES TO THE PEBBLE-4 AND DUALYS-3. # TATTOO 2 COMES WITH 100 FREE PVC BLANK CARDS Business Networking in Perth T he Business Growth Centre is an initiative of the state government to assist existing small business owners to remain competitive in a changing economy. BGC offer a range of programs including:Small Business Solutions - a program designed to provide affordable one-on-one mentoring for small business owners. Our advisors work with you in your business and help point you in the right direction to obtain those skills needed to improve your business. The highly affordable subsidised rate for this service is $350. Green Business Skills - assists small business owners to become environmentally sustainable by providing relevant and tailored solutions in reducing waste, cutting energy costs and recycling. Also helping small businesses in developing a вЂ�Green policyвЂ™ to allow engagement with large companies. Aboriginal Business Mentoring - Offering culturally appropriate and personalised mentoring and coaching services across metro and regional WA. This is done via one-on-one mentoring in the workplace providing relevant support and advice. Tourism вЂ“ The Business Growth Centre hold seminars and training sessions across WA on subjects relevant to tourism operators including customer service, business planning, marketing, social media, recruitment and staff retention. Business Theft Prevention - Minimize, Maintain and Secure. Valuable theft prevention training for retailers across WA. Networking вЂ“ Put simply networking is actively building contacts. It is about meeting people, sharing ideas and building relationships. Business Growth Centre holds a networking event each month attended by likeminded small business owners. To find out more visit the Business Growth Centre website www.bgc.wa.gov.au October / November Edition 2011 THE NIFNEX REVIEW 15 Interview: Steve Tippett and Michael Worthington Steve and Michael are business coaches in Perth who have owned and operated their own businesses and have been helping other businesses grow theirs. BUSINESS OPPORTUNITIES We caught up with these two gentlemen earlier this month to gain an insight of what they do and how they do it. 1 Thank you for your time Steve and Michael. As many people around Perth may already know you as successful business coaches, you have stayed clear from being called that. What would you like to be referred to other than вЂ�Business CoachesвЂ™? Even though I donвЂ™t have an issue with the name Business Coaching the problem is that many so called business coaches have done a degree of damage to the name in the past. I remember employing a Business Coach/consultant in the advertising agency. They really just took my watch and told me what time it was. To me, to be called a true business coach you have to have worked, managed and run your own business. Business coaching is not a textbook, you have to take into account and filter so many obstacles as to why someone is not being successful. What you have to realise is you are dealing with individuals that are business owners. We all have different make ups, views and opinions on how things should be done. For us to do our best work with someone, we have to understand and work with all areas to get the best results. Too many business coaches rely on textbooks and that will not get you the best result. Between Michael and myself we have owned and operated a dozen businesses so we are able to bring experience and exceptional value to the name Business Coach. 2 Let us get to know you a bit better. How would your co workers describe you and what are people most surprised to learn about you? The area that continues to surprise most of the people we work with is our ability to pull apart major issues in their business and come up with a myriad of solutions and ideas that are quick and simple to implement. We are often asked вЂњwhere does that come fromвЂќ and I would have to say itвЂ™s real life experience and our passion for continuing to learn what is needed. These ideas quickly transfer into large amounts of profit for the businesses that implement these strategies. Sometimes it takes fresh eyes to look at a business from the outside and not be clouded by past problems and thoughts вЂњThatвЂ™s the way we have always done itвЂќ 3 On the business front, could you give the readers an insight on your business background and reasons why you got into this business? Both Michael and I see business coaching as a real opportunity to grow a nation wide coaching business in Australia. There is a real lack of experienced business owners in the coaching field. Our aim is to train business owners in the most difficult area that businesses face today and that is how to attract new customers and increase sales. 4 Over the years you have come across many вЂ�business ownersвЂ™ from various industries. Is there a pattern of generating leads, making appointments, presentations, closing and retention that you see very often? Would you say there is a right or wrong way? Unfortunately many businesses are great at the product or service they provide and in many cases that is what stops their success. What we are saying is you can have the greatest product or service in the world but if you donвЂ™t вЂ�With VISION you can become your own bossвЂ™ have marketing skills and systems you will struggle. You are in the business of marketing! And with most business owners, marketing is not their prime skill. Add to that, most businesses are educated about marketing by sales reps for particular publications and they obviously have a bias to their type of media. Add to that again the need to copy what others are doing in their advertising and marketing because you think they have it right and this is the trend we see all the time. If you have been to one of our Customer Explosion Workshops you will have come away with a real understanding of how to correct this trend and get your customers actively buying from you. 5 This can be a controversial question but what would you say are the main reasons why people who attend your 3 hour seminars or the longer formats actually go ahead and implement what you have presented to them. Gabriel Worthington from Maytag washing machines answered this perfectly. She said вЂњafter attending your workshop we could see all the things we were doing well, itвЂ™s now quite apparent where in some parts weвЂ™ve вЂ�gone wrongвЂ™!!!вЂќ Recruitment Vision is a Franchise that allows proven achievers to maximise real income potential and focus on their business aspirations and lifestyle choices, whilst being fully supported by a group of like вЂ“ minded professionals. We are a boutique player in a very large marketplace and as such, finding quality people to enhance our brandвЂ™s growing reputation, is everything to us. So if you think you have what it takes, then why not have a confidential chat with us today and see what we can do for you! You have to remember, we have found the answers to customer attraction through years of studying what works and what does not work and have rolled this all out for you. You will not find these answers in a marketing text book, I know, I have read them as well. 6 Please give the readers / business owners 3 tips that they can put to use straight away. 1) If you keep doing the same things over and over expecting a different result you will go mad. Look and find what is going wrong and find ways to fix it. DonвЂ™t be prepared to accept вЂњthat is how we have always done itвЂќ. Start small and when the new system works, up the anti. 2) Find easy ways to get others to do the hard work for you. Use the power of good quality testimonials that do the selling for you. Create joint ventures with referral partners that can bring customers to you constantly and with a system. 3) Spend your money on the customers that give you the greatest return on your investment. DonвЂ™t waste your money on the wrong prospects. 4) And to jam a 4th in. Get a good coach on board the same as you would a good quality accountant, book keeper or solicitor. Steve and Michael, Thank you so much for your valuable time and it has been a pleasure talking to you. See you at your next seminar on the 4th of November. BUSINESS FOR SALE In the very South Asian culturally populated area of Canningvale, an Indian grocery shop needs capital investment for Stock and marketing. Setup is done and is available on a walk in walk out basis. Ideal for business migration or just be your own boss. Suitable for a couple who have always wanted to work for themselves. The owners will negotiate the best deal with interested clients with or without support. Price on request. Call Savio on 0469 265 282 are YOu lOOKIng fOr technIcal staff? let maxx prOfessIOnals help YOu! We specIalIse In technIcal peOple acrOss mInIng and gOvernment. We have Over 10 YearвЂ™s IndustrY experIence. prOfessIOnals can BenefIt frOm extensIve lOcal IndustrY KnOWledge and experIence Phone: +61 8 6102 8999 maXx Consultants can assist you in undertaking analysis and review of planning, acquiring, talent investing or retaining requirements on an hourly basis or for a pre-negotiated bundle of services. Fax: +61 8 6210 1552 maXx Consultants have successfully participated in the acquisition and retention of critical business talent for a variety of clients across a large number of industry sectors including: Manufacturing, Construction, Engineering, Mining, Oil and Gas, Outsourced Services, Consulting, Government, Telecommunications, Software Services, Infrastructure, Managed Services. email: [email protected] a/h: +61 4 1071 8350 Suite 24/17 ogilvie Rd mt PleaSant, Wa, 6152 Attention business owners... be our speciAl vip guest Marketing is everything When you first went into business you probably thought вЂњtechnicalвЂќ knowledge about your product or service was all you really needed to be successful. That expertise and вЂњprofessionalismвЂќ would be the keys to your success. That clients would seek you out when they heard how вЂњgoodвЂќ you were. вЂњTrainingвЂќ was probably related, not to your profession, but to getting financial and legal advice about starting and operating your business. Perhaps you set up an office or place of business of your own. You had phone lines and equipment installed. You learned to make coffee, your way. Then, you sat down and used the phone book to start making cold calls, or get the Yellow Pages rep in to see you. You may have had ideas in mind about вЂњpersonal promotion,вЂќ or other imagebuilding techniques. Most certainly, you had all kinds of information about your product or service and how to be вЂњthe bestвЂќ in your field. You believed you or your business really had built a better mousetrap. That, with a few phone calls and some publicity, the world would pay attention and, indeed, beat a path to your door! Are we right? letвЂ™s speak candidly. As you learn our systems, youвЂ™ll see weвЂ™re very blunt. We donвЂ™t pull punches. We believe in being honest, which means weвЂ™re not going to tell you just what you want to hear. weвЂ™ll only say what we know to be the truth. When we speak of truth, we donвЂ™t mean our opinions. TheyвЂ™re only as valuable as anyone elseвЂ™s. No, truth is information. And, not just any information, but information based on years of experience and results. ThatвЂ™s what weвЂ™ll be sharing. In marketing, itвЂ™s the only thing that counts. You see, weвЂ™re not in love with all the secrets weвЂ™re revealing because we made them up, or because we think weвЂ™re smart...or anything based on ego. in fact, weвЂ™re only interested in winning and seeing others win. Basing our suggestions on anything other than proven winners just isnвЂ™t going to happen. ItвЂ™s a waste of time and money. We wanted to share that upfront, so you know where weвЂ™re coming from. We enjoy helping people. And we Want to help you make more money, to enjoy your business more, to feel the power that comes from success and a high ItвЂ™s true! we really feel good when you not only make more money... but gain the inner peace that comes from feeling great about yourself and your life! And though this may sound crass... getting business customers without suffering the tortures of cold-calling, knocking on doors or wasting money on useless and non-responsive marketing is the best way I know to help you feel great! Which brings us to our first, and possibly most important, point: Knowing how to get customers is infinitely more important than any other knowledge you may attain! ThatвЂ™s it. weвЂ™ve never known any way to make our business better unless we have a constant, never-ending flow of prospects and customers who come to us! I know this statement upsets some people. ThatвЂ™s really not our intent. But the fact is вЂ“ and itвЂ™s a very important fact that every business person must grasp вЂ“ youвЂ™re not in the business you think youвЂ™re in youвЂ™re in the business of MArKeting proDucts AnD services! ThatвЂ™s the bottom line. ItвЂ™s true. No matter what business youвЂ™re in, no matter what you sell, youвЂ™re not really in that business! YouвЂ™re in the marketing of that business! So, what does this mean? Well, it means you must change your thinking. You must accept the fact that you are a marketer first and a contractor, or salesperson, or tradesperson, or planner, or consultant, or physician or whatever, second. Until you do this, youвЂ™ll never make the kind of money you want to make. The acceptance of your role as marketer is paramount. ItвЂ™s the only way to change the size of your bank account and gain success otherwise unattainable. LetвЂ™s face it, in any business...and yours is no different... the best marketer wins! Period. Is this rule breakable or flexible in any way? No! Why not? Because itвЂ™s true. ItвЂ™s always been true and always will be true. He or she who markets best, makes more money. Now, beware. This doesnвЂ™t mean you can market better and deliver substandard products or services. No way. You must not only work to be best marketer; you must also work to be the best plumber, or printer, or doctor, or salesperson, as well. people want and deserve the best. But...and this is a BIG but...it doesnвЂ™t matter if youвЂ™re вЂњthe bestвЂќ if you have no one to talk to except co-workers and family. TheyвЂ™re nice enough people, IвЂ™m sure, but theyвЂ™re not substitutes for paying customers. getting customers is the name of the game, and marketing is the way to get them! Now, as you move along in this course, keep in mind that the kind of marketing we teach here is different from anything you may have seen or heard before. We teach you how to get responses and customers...without feeling nauseous or spending money on promotional items like refrigerator magnets, calendars, wasted advertising that вЂњgets your name out thereвЂќ, pre-approach letters, etc., etc. No more вЂњhope and prayвЂќ marketing or prospecting. As you learn our marketing techniques, youвЂ™ll quickly recognise the difference between two ways to market: 1. traditional, wasteful, pushy ways that leave you feeling stressed, and 2. inexpensive, response oriented ways that leave you feeling greatвЂ“and your bank account feeling greater! WeвЂ™ll focus on # 2, if thatвЂ™s okay with you. We all know there are too many traveling sideshow seminar people, or countless books and tapes willing to teach you how to create press releases, make cold calls or how to buy a Jaguar and look more вЂњpowerful.вЂќ You can learn Type #1 stuff anywhere. WhatвЂ™s not available anywhere are the marketing techniques youвЂ™re about to embrace. We teach them because they work, theyвЂ™re fun, and theyвЂ™re legal. Our secrets are direct responseoriented. TheyвЂ™re never sleazy or obnoxious. TheyвЂ™re simply ways to market products and services so people are touched emotionally and respond accordingly. In short, theyвЂ™re ways that worK! But, they are admittedly вЂњdifferent.вЂќ unfortunately, many people think вЂњdifferentвЂќ means вЂњbadвЂќ or вЂњunprofessionalвЂќ. ThatвЂ™s fine, because weвЂ™re not trying to impress anyone. WeвЂ™re trying to be successful in our field, not look a certain way to our peers. The same is true for you, right? so, itвЂ™s time! Fasten your seat belt, and open your mind; weвЂ™re taking a marketing drive! See our special offer and FREE gift below valued at $497 (limited time only) We show you how marketing can be fun! Fun because itвЂ™s easy, and fun because it works! Be our Special vip guest the Next Customer Explosion Workshop Now itвЂ™s your turn to learn every possible secret you can about marketing so that you can create all the success in your What you will learn in this workshop: business you always dreamt about. Identify key areas for improvement 4 Be our VIP guest at the next Customer Explosion Workshop. Seating is strictly limited Go to http://twgroup.com.au/workshop and register now. Make sure you use NIFNEX as the Guest Registration Code and you will receive an additional FREE gift valued at $497 that you can use in your own business the very next day. See you at the next workshop! 4 4 Workshop Presenters Steve Tippett and Michael Worthington Both have extensive experience in business, both as owners and coaches that now specialise in training and coaching businesses owners with their biggest concern вЂњHow to get more customers in a failing marketвЂќ 4 4 4 Discover the biggest marketing mistake 80% of all businesses make and how to avoid it. Learn the best time to make quick and easy sales to existing and new customers The Key Tactic to reduce competition by 80% when advertising How to close sales without selling using our simple AB tactic. 5 Simple tactics that will result in a 60% increase in your profits The number one tactic to shift from you trying to sell to customers to customers wanting to buy from you.