01. Where do I start? Assume that you have something to offer Research your market thoroughly Write a simple, realistic plan Invest in a distinctive identity Get connected 02. The right tools for the job Write down everyone you want to get in touch with Do everything when you think of it Keep inventing new ideas for contacting someone Try to have 20-30 meetings fixed for the next 4-6 weeks Never cancel a new business meeting because you are too busy 03. Getting the money right Concentrate on the money, but don't become obsessed with it Try to avoid the most time-consuming issue ever: other people The price-quality equation: If you cost a lot, you must be good Aim for 50% repeat business within 3 years 04. How to communicate effectively Choose the right method of communicating Become adept at describing what you do in less than 30 seconds Meet lots of people and stay open-minded Rewrite all your marketing materials 05. Taming the telephone Don't call it cold calling Don't use jargon to disguise what you do Offer to solve their issue quickly Don't start discounting before you have even met Be natural and human 06. Understanding time Corporate time moves slower than normal time Whatever you plan to do, start now 07. How to conduct yourself You are the company culture Only do business with people you like Subsume your ego Do not distinguish between nice and nasty things to do Never moan Never do anything unless you know why you are doing it Remember that Plan B is often more productive than Plan A 08. Meetings can be fun Research everything thoroughly Give them a list of ways in which you can help Listen more than you talk Be more positive than everyone else in every meeting Never be late Be spontaneous and act naturally 09. Staying sane and relentlessly enthusiastic Take the issues seriously, but not yourself Never do one thing for too long Don't forget to build time off into your year plan If you have had a good day, reward yourself Get your working environment right 10. How looking back helps you to look forward Look back at all the customers you have worked for If something you offer is very popular, work out why Resurrect something you used to enjoy doing Remember: everything you achieve, you have done yourself
