Posted by Scott Bywater in Business Development, general Aug 31st, 2009 | No Comments »

Running a business, especially if it’s a new one or if you’re new at it, can be confusing, time-consuming and stressful. But you have to remember, when you start something new it can be tough to get the ball rolling.

For instance, if I was to learn water-skiing right now, the odds are good that I would be pretty damn hopeless when I first begun.

In fact, I’d feel like a bit of a fool.

And it’s like that whenever you start anything new, isn’t it?

Years ago, at the introduction of the internet I remember doing speeches to some quite high profile business owners on internet marketing.

Truth is, I didn’t know all that much in terms of running a business online. But neither did anyone else so in the first few years it was a bit like the blind leading the blind.

And I was a little less blind than others.

Anyway, that’s not my point.

My point is an extended family member of whom I was working with at the time looked at all of my documentation from that report and said “What do you think you are doing. You write terribly. Awful. You need to take a course and learn how to do it properly.”

Anyway, now people say to me “Ah, yes. It’s easy for you because you’re a great writer.”

Well, yes… it is now.

But only because I have done it over and over and over and over again.

I was terrible once.

And you will be terrible at things too when you first start them, especially when running a new business.

But I saw a quote yesterday which basically spells out the way we should approach perfection…

Running a Business with a Better Approach to Perfection

“Imperfect action beats perfect inaction every time” Mitch Axelrod.

So the next time you think about not bothering to do something because you won’t do it very well, think about this and remember you cannot lose by actually TAKING ACTION.

And the more you take action, the better you are going to be.


For instance, some people won’t send out a sales letter because they don’t think they can write the perfect letter.

But you should forget about perfection.

Dan Kennedy has a saying “good enough is good enough.”

The most important thing when running a business is to move.

Nobody ever climbed a mountain by sitting at the bottom and trying to work out how to do it perfectly.

They moved.

Of course they had their tools… their jumpers… their climbing gear…etc.

But they made their errors along the way.

And it’s the same with running a business and getting more customers, isn’t it.

Sometimes you’ll run into challenges. But if you have the right toolkit – – then the journey of running a business is a heck of a lot easier.

Posted by Scott Bywater in general Aug 28th, 2009 | No Comments »

Why? Why?

I must get asked this question about 100 times a day at the moment by my adorable little boy.

Apparently, when kids hit the three year old mark this is the question they ask over and  over and over again.

Here’s how the conversation goes…

Can you please move away from the stove?


Because it’s hot?


Because there’s electricity?


Because that’s what makes the stove work?


… I think you get the picture.

Why? Why? Why?

It seems most of us go through this at the age of 3, but forget the word “why” for the  remainder of our lives.

So what I’d like to focus on today is how we can use the word “why” to build our business and increase our sales.

Firstly, in the book Tested Selling Sentences by Elmer Wheeler, he talks about the fact using the word “why” in the selling process can be incredibly powerful.

Customer: I want to think about it.

You: Why?

Customer: Because I’m not sure about whether it’s for me.

You: Why?

Customer: Because I’m not sure how safe this brand of car is.

Aha, we’ve found the real objection. And can then pull out all the brochures and studies with proof on them to answer it.

So use the word “why” in the closing process.

Also, why not take a few moments to ask some “why” questions about other areas of your  business.

Why are you not earning your full potential?

Why are you working with clients who don’t appreciate you?

Why are customers putting you in the same category as your competitors?

Why are you having to compete on price?

Why aren’t people responding to your ads?

Why can’t you work out what’s working and what’s not?

Why can’t you find the time in your day to increase your sales?

Why can’t you get through to the decision maker?

Years ago, I listened to Tony Robbins talk about the fact “the questions we ask shape our destiny by directing our focus” so take a moment to answer the questions above today.

And then ask yourself: what can I do about it?

The reality is most of these questions would all disappear if you had a bundle of  systems in place for getting more customers.

And you can find everything you need to know to get all the new customers you need at

Posted by Scott Bywater in general Aug 27th, 2009 | No Comments »

As a business owner, one of the best things you can do is always be on the lookout for what your customer needs… what questions they are asking… in order to best identify how you can fulfill their requirements.

Nothing new about this.

But there are new ways of doing it.

For instance, Jeans West in Chadstone (Melbourne) has installed a “butt cam” aimed  at giving their customers a “butt view of what they look like in the latest  denim styles.”

Not only has this generated a ton of publicity in all of the major newspapers… not  only does it allow them to differentiate themselves from the competition… I  believe it will also help boost sales.


Because it helps people make the right purchase and answer the question for  themselves: Does my bum look big in this?

And that’s the key to generating more sales, isn’t it?

Allowing customers to overcome their own objections by themselves.

You see, these days nobody can be convinced to buy from you.

They must convince themselves.

So why don’t you take a moment and think about this:

What’s the biggest thing which stops your customers from buying from you?

They might not voice it. But they are thinking it.

In Jeanswest’s case they are probably thinking: but my bum looks too big in  these jeans.

In your case, let’s say you’re an accountant…

they might not think you have the experience
they might not think you can help them save tax
they might not think you cannot be relied upon

And while they may not straight up tell you they have these concerns…
you should do everything you can to overcome them anyway.

How can you do this?

Use testimonials.
Have a FAQ sheet on your web site.
Cover these questions and objections in your ads and sales letters.

And get your hands on so you can ensure you don’t miss a trick at any stage of the process.

The key is to use the “Butt Cam” as motivation to discover the hidden  objections your customers aren’t telling you about.

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