If you’ve been vexed by the challenge of starting a successful business on a shoestring, several questions pop into mind, says Dr. Gary S. Goodman, President of Customersatisfaction.com and The Goodman Organization, a sales, service, and communications training company.   

“What do you do first?” 

“And how do you avoid making that first effort your last?” 

“Is there a sure path to success and a super-cheap one, at that?” 

“Happily, there is,” promises this best-selling author of 12 books and consultant to the Fortune 1000.  He was an underpaid college professor at an idyllic liberal arts college in the Midwest. Entering his first year of full-time, tenure-track teaching, after having part-timed in California for five years, he peered out at his classes and “Saw privileged people whose parents earned more than I could ever hope to rake in.” 

And that made him mad, because he figured he could be “the hired help” at a neat college but never afford to send his future offspring there. Plying his communication expertise, attested to by an earned Ph.D. in the field from USC, along with a solid sales background, he started a seminar and training business on the side. 

At the core of his new venture was this question: “How can I still teach, yet earn about ten times more than my college income?” The answer was by offering seminars to businesses. His chosen vehicle for doing that was to partner with colleges of continuing education, and the way he did that was selling them his course concepts by telephone. 

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Within 18 months his programs were offered at 35 universities, from Hawaii to New York, despite the fact our nation was entering a chilling recession.   

Prentice-Hall, at the time the biggest business book publisher, learned about him from his classes and offered a contract. Goodman wrote and published six books in five years, four of which reached bestseller status. 

And he was on well his way. 

Goodman says there are five reasons the phone is still the best way to start and to grow a business, especially during tough times: 

(1)   Calls are cheaper to make and to take than ever before. Unlimited dialing plans enable all of us to reach out & sell nearly anyone, anywhere for pennies. 

(2)   Calls are the fastest way to test your product or service. A frosty reception is a signal that you need to heat-up your offer, and fast. As I’ve come to learn, when you hit the right note, prospects will “sing” back to you, signaling their genuine interest. 

(3)   Calls are highly interpersonal, unlike emails and Internet browsing. We get to hear each other’s words, tones, and as I mentioned, reactions, and shape our conversation to appeal to the specific needs and wants of individuals. 

(4)   Calls can be multiplied once you have discovered the magic formula. You can achieve one of the first and most important functions of good management: delegation to others, so you can grow your business. 

(5)   Calls can be made or received practically anywhere. You can live and work anywhere. (I live on an island.) 

The telephone, as a marketing tool, has seen its peaks and valleys when it comes to popularity. It was embraced and it has been shunned. 

And it is due for rediscovery, Goodman says. 

“No other sales and marketing medium is as efficient, as effective, and as available, especially to people that dream of making or growing their own business a reality,” he beams. 

And how is he currently marketing his new book titles to editors, and seminars and consulting to corporations? 

“Take one guess,” he quips.

Dr. Gary S. Goodman is a top speaker, sales, service, and negotiation consultant, attorney, TV and radio commentator and the best-selling author of 12 books, including REACH OUT & SELL SOMEONE and YOU CAN SELL ANYTHING BY TELEPHONE! He conducts seminars and speaks at convention programs around the world. His new audio program is Nightingale-Conant’s “Crystal Clear Communication: How to Explain Anything Clearly in Speech & Writing.” His web site is: http://www.customersatisfaction.com and he can be contacted at gary@customersatisfaction.com.

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On a Budget But Still Dreaming of Business Success? Telemarketing Guru Shows the Way


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