Google Alerts: Free intel on you, your clients, competition

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I use "Google Alerts," their free, automated service, to notify me when anything appears in their database about me, my web sites, or subjects I’m interested in. You should, too.

Find out if someone mentions your name or your firm name in a web page or blog post.

Keep track of news in your practice areas.

Stay abreast of items that mention your clients or prospects, by name, or their industry. Show them you care about them by judiciously forwarding links to that information.

Another way to use Google Alerts is to track information about key people with whom you want to network. You might make a list of key vendors, suppliers, or professional advisors to the types of clients you target. Alerts will allow you to follow what they are doing. For example, if a consultant publishes a new article or gets an award, you can write and congratulate them, offer comments on their article, or propose a joint marketing effort.

The possibilities are endless.

For more information on Google Alerts, go to http://www.google.com/alerts

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Magic words that make you rich

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Want to know how to get more referrals? It’s easy. All you have to do is use these MAGIC WORDS:

"Can you help me?"

People like to help. Ask them to do something and chances are they will. You can ask for referrals, of course, or something much simpler and non-threatening, like help in building up your newsletter mailing list.

Here’s another way your clients could help you:

“Would you help me with my practice? It won’t cost you a cent, and you’ll be doing me a big favor. Just take ten of these reports I’ve written and pass them out to your friends or family (clients/customers). I’d really appreciate your help.”

Even if only one in ten actually passes them out, you can quickly get your "expertise" into the hands of a lot of people, along with the implied endorsement of the client or referral source who distributes them.

Simple. Inexpensive. Powerful.

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Do you have arrangements or relationships?

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I have an arrangement with my dry cleaner. I bring in clothing, he cleans them, I pay. The arrangement works for both of us. We each know what is expected of us, we do it, and we both benefit.

In contrast, I have a relationship with certain business associates. Like my arrangement with my dry cleaner, my business associates and I know (generally) what is expected of us and we all mutually benefit from our relationship. 

But arrangements and relationships are different.

Arrangements are tidy and business-like. The parties know what to do, it’s understood that they will do it, and it usually gets done without a hitch.

Relationships are untidy and time-consuming. There is an emotional element to them. The unexpected often happens, and the consequences can be seriously detrimental.

Relationships are deeper than arrangements, and stronger. Relationships are the foundation for building a strong professional practice. Arrangements come and go, but relationships can last a lifetime.

Do you have arrangements or relationships with your clients and professional contacts? Surely you have both. But unless you have a core group of relationships, your future success is on shaky ground.

If your clients hire you because you do good work and only because of that, your future business with them is as much "at will" as the business I give my dry cleaner. It would not take much to woo me away to another dry cleaner. One screw-up might be all it takes.

Who refers you business? Do you have arrangements or relationships with them?

Relationships are equity. If you work hard for 5-25 years and all you have to show for it are a multitude of arrangements,  then every year you are starting over, and your income is as unpredictable as it was your first year.

You don’t have to develop relationships with everyone. You couldn’t even if you wanted to. Relationships are messy and emotional and require dedication and personal time to develop. You only have time to develop a few relationships, but a few is all you need.

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