When speaking with prospects, do you have a go-question that always manages to get valuable information? If not, maybe you can borrow from Stone Payton, a sales consultant who, on a recent blog post, shared what he calls “one of the most powerful, productive questions” a salesperson can ask. According to Payton, a salesperson can reap many benefits by posing this question: “What’s changing?” This simple, two-word phrase can provide valuable insight into a prospect’s needs because, according to Payton:

• There’s always an answer
• The answer is different enough for each company
• The answer is so subjective (uncovers perception unique to the individual) that I can ask it of everyone in the company
• The question provides the (much-needed) opportunity for the prospect to practice articulating some key change messages
• The question so naturally breeds important conversation around implications and consequences
• The question produces still more (truly meaningful) questions in the prospect’s mind – creates one or more of those “coachable moments” so critical to consultative sales

Pose this question the next time you speak with a prospect-you may find that it reveals a wealth of information.

C.J. Hayden, author of “Get Clients Now!,” believes that there is nothing wrong with a little self-promotion every now and then. In her article published on RainToday, she writes that there are many opportunities for businesses to boast about accomplishments, which can serve to assure current clients of success, but also pique the interest of potential clients as well. While no one likes arrogance, Hayden says that it’s a good thing to dabble in self-promotion as along as it’s not overdone. “You’ll quickly find that your clients and colleagues actually want to hear news from you, as long as you don’t constantly barrage them with it,” she writes. The following are some instances that call for “tooting your own horn”:

• Winning an award or competition
• Being elected or appointed to office in a professional or civic organization
• Obtaining an important new client, contract, or strategic alliance
• Giving noteworthy service to an existing client
• Opening or relocating your office
• Expanding to serve a new market
• Offering a new product, service, or seminar
• Launching a new or redesigned website, blog, or social media feed
• Publishing the first issue of a newsletter
• Reporting an invention or discovery
• Expressing a unique opinion on a topical subject
• Being selected to speak at a meeting or conference
• Completing a survey or study
• Having an article, white paper, or book published
• Being quoted or mentioned in the media or blogosphere
• Landing an interview on radio, TV, or the web

These not only give you a reason to keep in contact with those in your network, but also offer a chance to build credibility and reinforce the value of your business. For those unsure of how to tactfully tout their achievements, Hayden includes examples of how to get the word out, without coming across as smug. Find out what she suggests, and read her article in its entirety, by clicking here.

Viral marketing can be a powerful new business development tool for advertising agencies. If done well, any off- or online viral campaign can boost an agency to the forefront of consumer buzz, thanks in part to powerful social media tools like Twitter and YouTube.

Branded3 Director of Search and blogger Patrick Aloft compiled a list of what he views as the “Top 10 Viral Marketing Campaigns of All Time.” From the Subservient Chicken to Hotmail, the post highlights memorable and profitable campaigns. Click here to view the list, offer your own personal picks, and get inspired.

Your competition is facing the same financial challenges you are… And I bet they are getting desperate.  It’s time to think outside of the “basket”.

Here’s what I mean…  If you’ve been making your bread-and-butter from the Automobile industry, and that industry falls victim to hard times, you need to “Get Smart, Fast” in some of the other 370+ business types out there.  You may be interested to know that, despite the recession, many industries are flourishing… Green Technology, Transportation / Warehousing, Aquaculture and At-Home entertainment are just a few of the recession-proof industries that have shown up on the radar in the past month.  These industries represent the untapped markets that surround us.

Maybe it’s because we haven’t had to prospect during recent, prosperous times, but all the signs are pointing to a future where referrals and networking may not be enough.  I’ve talked to agencies that haven’t heard the phone ring since November (with the exception of current clients delivering the “bad news”).

Experience can only take us so far.  A really experienced New Biz Hunter may be well versed in, maybe, 20 business categories.  However, with more than 370 business categories operating in the U.S., even the most seasoned Hunter needs to Get Smart – Fast, in about 350 industries.

Contact me at ajfox@ad-ology.net for an affordable solution to this common New Business hurdle.