Transcript of Frankel's Free Clinic October 14, 2002

Rob B (robert.j.bennett@db.com) (10/14/2002 8:58 AM): Good morning/afternoon to all

RobFrankel (rob@robfrankel.com) (10/14/2002 8:59 AM): Entered the room.

Scott Stratten (10/14/2002 8:59 AM): hiya

RobFrankel (rob@robfrankel.com) (10/14/2002 8:59 AM): Hey, where Peter is, it's almost brew time....

RobFrankel (rob@robfrankel.com) (10/14/2002 8:59 AM): Hi Scott, is this your first time here?

Pat (pht-commerce.net) (10/14/2002 9:00 AM): Entered the room.

Scott Stratten (10/14/2002 9:00 AM): Yes it is!

Carla (carla@naughtymutt.com) (10/14/2002 9:00 AM): Entered the room.

Carla (carla@naughtymutt.com) (10/14/2002 9:00 AM): Hi all

Pat (pht-commerce.net) (10/14/2002 9:00 AM): Brew time!

RobFrankel (rob@robfrankel.com) (10/14/2002 9:00 AM): Okay, Scott, we generally let the new guys go first, if you have a question or anything at all....

Scott Stratten (10/14/2002 9:01 AM): great, I'll write it out now

RobFrankel (rob@robfrankel.com) (10/14/2002 9:01 AM): You'll find you get a ton of help here. Either from me or the other knuckleheads who jump in!

weber jajagroup.com (10/14/2002 9:01 AM): Entered the room.

Scott Stratten (10/14/2002 9:01 AM): I have a few streams going under my WorkYourLife.com domain, I'm having trouble branding, since I'm going in all different directions (more...)

Mickie Kennedy (editor@ereleases.com) (10/14/2002 9:01 AM): Entered the room.

Jodie@ScoreBrowniePoints.com (10/14/2002 9:02 AM): Entered the room.

mark.roberts@robertscomputing.com (10/14/2002 9:02 AM): Entered the room.

Scott Stratten (10/14/2002 9:02 AM): I have me marketed as a Speaker (motivational) a relaxation CD, a topic called Un-Marketing, and two ezines, going to two different markets

Rob B (robert.j.bennett@db.com) (10/14/2002 9:02 AM): Is there a central tie-in to all the 'streams'?

Scott Stratten (10/14/2002 9:02 AM): I own ScottStratten.com, RelaxationOnDemand.com Un-Marketing.com and WorkYourLife.com

RobFrankel (rob@robfrankel.com) (10/14/2002 9:03 AM): Ah, this is the toughest trick in all of branding....deciding which attribute you want to lead with. It's a Sophie's Choice kind of thing, but you have to decide on which one you LEAD with. Doesn't mean you abandon the others, just lea with one first. Once they get to you, you can bring the other stuff in.

Jonathan (writer/editor - jacohen@telus.net) (10/14/2002 9:03 AM): Entered the room.

Scott Stratten (10/14/2002 9:03 AM): Well, the Work Your Life theory ties in most (oh yeah, I'm a Coach too)

RobFrankel (rob@robfrankel.com) (10/14/2002 9:03 AM): I find it interesting to be both motivational and relaxation.....

Scott Stratten (10/14/2002 9:03 AM): my trouble Rob, is I lead with different things depending on the target market

Scott Stratten (10/14/2002 9:04 AM): LOL

Scott Stratten (10/14/2002 9:04 AM): it's a fine line...

RobFrankel (rob@robfrankel.com) (10/14/2002 9:04 AM): ScottStratten.com is parked....

Scott Stratten (10/14/2002 9:04 AM): yes it is

Cheryl Lynn (info@quickorganizeme.com) (10/14/2002 9:04 AM): Entered the room.

Pat (pht-commerce.net) (10/14/2002 9:05 AM): I'm having the same problem too. I'm marketing different services, but they're all related.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:05 AM): You know, Scott, what you might want to think about is using ScottStratten.com is the central focal point. Almost like the Grand Central Station for people to get to first, and then you take them where they need to go.

Markham Lee (lee@pretegra.com) (10/14/2002 9:05 AM): Entered the room.

Scott Stratten (10/14/2002 9:05 AM): I was thinking that.... I should be the brand...

RobFrankel (rob@robfrankel.com) (10/14/2002 9:06 AM): That way, you could have your different products for those people seeking them. The important thing is to see it from their point of view (getting them to see you as their solution to their problem).

RobFrankel (rob@robfrankel.com) (10/14/2002 9:06 AM): Yeah, I'm a big fan of personal branding in these cases. The whole thing should be about how ScottStratten can take them where they want to be....and only Scott can do it the way Scott does it

Pat (pht-commerce.net) (10/14/2002 9:07 AM): What I'm in the process of doing is separating each service so that they're on separate domains. This way, I *think* I'll be able to reach all the different audiences I service correctly.

Bret Payne (10/14/2002 9:07 AM): Entered the room.

Scott Stratten (10/14/2002 9:07 AM): awesome, thanks

Rob B (robert.j.bennett@db.com) (10/14/2002 9:07 AM): I'd agree with Rob. All your products, are really 'you' just wrapped differently depending on the person's needs

RobFrankel (rob@robfrankel.com) (10/14/2002 9:08 AM): Depends Pat. If your overall brand is centralized to one field, you're better off having one brand with several sub-brands. But if your sub brands are totally different, then I agree: different domains are the way to go.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:08 AM): Rob B, that's how it works for me....but you notice that my other gigs, like i-legions.com and PillowMail.com are totally different domains

Bret Payne (10/14/2002 9:08 AM): good morning

Bret Payne (10/14/2002 9:08 AM): good morning

RobFrankel (rob@robfrankel.com) (10/14/2002 9:08 AM): Hi Bret....how can I help you today?

Scott Stratten (10/14/2002 9:09 AM): thanks again all

RobFrankel (rob@robfrankel.com) (10/14/2002 9:09 AM): No prob, Scott, this is what we do here every Monday!

Pat (pht-commerce.net) (10/14/2002 9:10 AM): Rob: Ok, well, for example, I provide several services that are interrelated. I'm considering different slogans for each of them so that people understand what the services are all about. I already started separating one service (e-commerce) and the others will follow.

Bret Payne (10/14/2002 9:10 AM): I am building a htree service company under the name Blue Orb

RobFrankel (rob@robfrankel.com) (10/14/2002 9:10 AM): What are the 3 services?

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 9:10 AM): Entered the room.

Markham Lee (lee@pretegra.com) (10/14/2002 9:11 AM): Entered the room.

Rob B (robert.j.bennett@db.com) (10/14/2002 9:11 AM): Was that tree or three service(s)

Bret Payne (10/14/2002 9:11 AM): networks, computers (using wireless architecture) and wireless hotspot locations for travel updates, hotels etc.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:11 AM): Yeah, that's a pivotal point

Bret Payne (10/14/2002 9:12 AM): three different services

Bret Payne (10/14/2002 9:12 AM): three different services

Bret Payne (10/14/2002 9:12 AM): three different services

RobFrankel (rob@robfrankel.com) (10/14/2002 9:12 AM): So what's your question, Bret?

Bret Payne (10/14/2002 9:13 AM): we need a company to work with us on selling advertising on the handhelds in an 11 mile radius of service

Bret Payne (10/14/2002 9:13 AM): other then owning a name, and company, i need to brand the products

RobFrankel (rob@robfrankel.com) (10/14/2002 9:14 AM): Hmmm, that's a pretty tactical question...there are two suggestions I have. http://www.FrankelBiz.com is free. You could post there. Or you could subscribe to FrankelTips. WE get a lot of advanced subscribers there.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:14 AM): Branding is what I can help you with directly. What's the brand name?

Bret Payne (10/14/2002 9:15 AM): I already subscribe to the newsletter, but have trouble placing any sort of advertising about the need of partners to sell advertising

Bret Payne (10/14/2002 9:15 AM): Blue Orb

RobFrankel (rob@robfrankel.com) (10/14/2002 9:16 AM): Bret, you can just send in a HELP or NEED post to the whole list.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:16 AM): Is that blueorb.com?

Bret Payne (10/14/2002 9:16 AM): we have Blue Orb, Blue Orb Computers, Blue Orb Networks, and Blue Orb Mobile

RobFrankel (rob@robfrankel.com) (10/14/2002 9:16 AM): Yikes http://www.blueorb.com is a dead link

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 9:17 AM): Why "Blue Orb"? Makes me think of female aliens.

Bret Payne (10/14/2002 9:17 AM): No Blue Orb.com, tried to buy it from owner. No budge

RobFrankel (rob@robfrankel.com) (10/14/2002 9:17 AM): Wow, you may want to rethink that decision. Personally, I believe that if you can't get the dot com version, you should really re-think the name.

Bret Payne (10/14/2002 9:17 AM): Big Blue is IBM, and so many other companies close

Rob B (robert.j.bennett@db.com) (10/14/2002 9:18 AM): Or Aliens....so something glowing. I don't get IBM from Blue Orb, sorry

Carla (carla@naughtymutt.com) (10/14/2002 9:18 AM): find another name bret, you need domain and company name to run together or you have to explain it away all the time

Bret Payne (10/14/2002 9:18 AM): Blue Orb is the Legal name for the Incorporation

RobFrankel (rob@robfrankel.com) (10/14/2002 9:19 AM): Yeah, plus it really doesn't communicate what you do or why you're the bet solution.

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 9:19 AM): Do you have it trademarked?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:19 AM): bet = best

Rob B (robert.j.bennett@db.com) (10/14/2002 9:19 AM): You can keep it as the legal entity but use a marketing name that fits better

Bret Payne (10/14/2002 9:19 AM): Carla I am stuck with the names

Carla (carla@naughtymutt.com) (10/14/2002 9:19 AM): blueorb-inc.com? what is your domain?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:19 AM): Legal incorporation doesn't mean you can't have a DBA.

Bret Payne (10/14/2002 9:19 AM): Websites and marketing is just starting with the name.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:19 AM): How long have you been known as Blue Orb?

Bret Payne (10/14/2002 9:20 AM): I have DBA name as well.

Bret Payne (10/14/2002 9:20 AM): 1 1/2 years known as Blue Orb

Rob B (robert.j.bennett@db.com) (10/14/2002 9:21 AM): Just starting...as in time to change?

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 9:21 AM): Blue Orb is trademarked: COMPUTER COOLING SYSTEM COMPOSED OF A FAN AND HEAT SINK WITH FINS. FIRST USE: 20001001. Not that that will affect you, but you won't be able to legally ever force the turnover of the name from BlueOrb.com.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:21 AM): This is a serious issue, Bret, I kid you not. If you're having troubles now, just think how it is going to be as you move further on down the road. You can see how hard it is to get the message out. with an obscure name.

Bret Payne (10/14/2002 9:21 AM): Carla read below for the three names!

Carla (carla@naughtymutt.com) (10/14/2002 9:22 AM): OK, sorry Brett, I had to pick up the phone and missed that bit

RobFrankel (rob@robfrankel.com) (10/14/2002 9:22 AM): And even if you DO make some headway, the minute you rise above the radar, your other Blue Orb claimants will come after you....Why not start out with a name that communicates why you're the best solution?

Bret Payne (10/14/2002 9:22 AM): Lorilyn they discontinues the product for the future

RobFrankel (rob@robfrankel.com) (10/14/2002 9:23 AM): Anyway, I don't want to beat this to death, so what's the main question?

Rob B (robert.j.bennett@db.com) (10/14/2002 9:23 AM): Bret, I understand your position and obvious attachment to the name. But business wise, it doesn't seem to be the most effective strategy for successfully branding yourself.

Bret Payne (10/14/2002 9:23 AM): Started out as Blue Fin Computers because of the designer PC we build.

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 9:23 AM): Bret, right, but they still have it trademarked. Time to get a new name.

Bret Payne (10/14/2002 9:24 AM): Question is, best way to brand company with three products

Rob B (robert.j.bennett@db.com) (10/14/2002 9:25 AM): One strong company name with three products. They are all related and could be cross-sold, so one strong brand for all three.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:25 AM): Bret, if you were paying me to consult, I'd say the same thing: figure out the main quality that's shared by your products (all of them, not just these three) AND your company and let that drive your brand. What is it about Blue Orb that they all share?

Cheryl Lynn (info@quickorganizeme.com) (10/14/2002 9:25 AM): I agree

Bret Payne (10/14/2002 9:26 AM): communications by devices or services

RobFrankel (rob@robfrankel.com) (10/14/2002 9:26 AM): What you've done is what most people do: start with a name they like instead of a name that promotes the brand qualities

Bret Payne (10/14/2002 9:26 AM): ok, thank you all for your ideas..

RobFrankel (rob@robfrankel.com) (10/14/2002 9:27 AM): Lee, do you have a question?

diane@astconsulting.com (10/14/2002 9:27 AM): Entered the room.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:28 AM): Bret, didn't mean to gang up on you there, but I think it shows there's something worthwhile to think about.....

Markham Lee (lee@pretegra.com) (10/14/2002 9:28 AM): yes

RobFrankel (rob@robfrankel.com) (10/14/2002 9:28 AM): Go ahead Lee

Markham Lee (lee@pretegra.com) (10/14/2002 9:28 AM): I started a business selling on EBay a few months ago -- thought it would just be a hobby..

RobFrankel (rob@robfrankel.com) (10/14/2002 9:29 AM): Cool! What are you selling? Can you get me a Titanium Macintosh 800 cheap...that isn't a scam?

Angie Dixon angie@powerfulwords.net (10/14/2002 9:29 AM): Entered the room.

Markham Lee (lee@pretegra.com) (10/14/2002 9:29 AM): now it's grown to a point where it's something I take quite seriously and am considering doing full time.....but I don't feel comfortable depending on EBay as my only sales venue...

RobFrankel (rob@robfrankel.com) (10/14/2002 9:29 AM): Keep going, Lee. What are you selling?

Markham Lee (lee@pretegra.com) (10/14/2002 9:29 AM): So any advice or opinions or evolving it to a mail order business via the web? I think that's the next step, just not sure if I should take it

Larry (10/14/2002 9:29 AM): Entered the room.

Markham Lee (lee@pretegra.com) (10/14/2002 9:30 AM): I started with consumer electronics, ran into too much competition from Circuit City, et al......moving to Professional Audio goods, doing very well with those products

Jonathan (writer/editor - jacohen@telus.net) (10/14/2002 9:31 AM): well there are several other auction sites besides EBay - like Yahoo Auctions...

Rob B (robert.j.bennett@db.com) (10/14/2002 9:31 AM): are you planning going bricks & mortar or sticking to on-line transactions?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:32 AM): Lee, send me your contact information off list, okay? You might be a good Branded Icon for a Branded Community I may be setting up for an i-legions prospect

Markham Lee (lee@pretegra.com) (10/14/2002 9:32 AM): Yahoo seems to generate more "lookers" then bidders IMHO, I lost money selling on yahoo for the most part....

Larry (10/14/2002 9:32 AM): Lee, if you have found products that are doing well have you considered using a service that spreads the products out for you across various online sites and networks?

Markham Lee (lee@pretegra.com) (10/14/2002 9:32 AM): I think going B & M would eviscerate my competitive advantage.......

Markham Lee (lee@pretegra.com) (10/14/2002 9:32 AM): okay

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 9:33 AM): Who is your target audience?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:33 AM): yeah, with the margins you're talking about, B&M would probably kill you.

Markham Lee (lee@pretegra.com) (10/14/2002 9:33 AM): Right now it's a mix between anyone interested in a DVD Player, or home theater products (40% of the business) and DJs (60%)

RobFrankel (rob@robfrankel.com) (10/14/2002 9:34 AM): What you need is to get in front of a whole bunch of Audiophiles with your stuff. That's what i-legions could do for you, if I can sign this client.

diane@astconsulting.com (10/14/2002 9:34 AM): Rob, do you have any suggestions for selling barcode equipment online to mfg. and technical markets?

Markham Lee (lee@pretegra.com) (10/14/2002 9:34 AM): However, with the new distributors and manufacturer's I've made contact with last week, Musicians and Home Studio owners will become part of my market too

Markham Lee (lee@pretegra.com) (10/14/2002 9:35 AM): So far, I've had little luck with the Audiophile goods -- in terms of sourcing, most of the good brands won't let you sell online....

RobFrankel (rob@robfrankel.com) (10/14/2002 9:35 AM): Lee, that's a great niche to address. Traditionally, it does very well because that group identifies itself as a totally different group

Markham Lee (lee@pretegra.com) (10/14/2002 9:35 AM): Well, modify that -- *technically* I could sell some high end audiophile products online, but it would invalidate the warranty's.....people do, I just don't plan on joining them and leaving my customers in the lurch

RobFrankel (rob@robfrankel.com) (10/14/2002 9:36 AM): Lee, they'll let you sell if you move enough of their product!

Markham Lee (lee@pretegra.com) (10/14/2002 9:36 AM): Until I get bigger those brands aren't going to grant me authorized Internet dealer status, but the pro audio folks will

RobFrankel (rob@robfrankel.com) (10/14/2002 9:36 AM): What kind of bar code equipment, Diane?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:37 AM): Right Lee, it makes sense to me. The next step is showing them how you can deliver their goods/brands to a targeted audience. And you may find that your revenue comes from riving online interest into offline sales.

Markham Lee (lee@pretegra.com) (10/14/2002 9:37 AM): Well -- a brand I "thought" I could sell told me otherwise and I was moving about 5 figures of their product/week

RobFrankel (rob@robfrankel.com) (10/14/2002 9:37 AM): I just wrote an article for Internet Retailer on precisely this topic.

diane@astconsulting.com (10/14/2002 9:38 AM): Laser scanners, barcode printers, labels and especially custom software--we do very well in the R&D area, looking for new and unique solutions-but that is VERY difficult to market.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:38 AM): Just keep selling, Lee. Keep the revenue flowing while you make your move upwards with other brands.

diane@astconsulting.com (10/14/2002 9:38 AM): You wrote an article on barcode equipment?

Markham Lee (lee@pretegra.com) (10/14/2002 9:38 AM): It also helps that I used to work in the industry, so I'm familiar with how the people buying the items think, what they're looking for, what annoys them about the big players, etc...

RobFrankel (rob@robfrankel.com) (10/14/2002 9:38 AM): Diane, it doesn't seem that would be a tough sell. The efficiencies of bar coding are enormous.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:39 AM): What's the key resistance you're finding?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:39 AM): Lee, you're a goldmine waiting to happen!

RobFrankel (rob@robfrankel.com) (10/14/2002 9:39 AM): ...although why you call yourself pretegra is totally beyond me!

Markham Lee (lee@pretegra.com) (10/14/2002 9:40 AM): It certainly appears so -- it sure put a stop to my job search.....lol

Markham Lee (lee@pretegra.com) (10/14/2002 9:40 AM): Pretegra is just a name I made up, I used to be a free lance software development consultant......

Markham Lee (lee@pretegra.com) (10/14/2002 9:40 AM): used it as a company name for corp to corp consulting arrangements

RobFrankel (rob@robfrankel.com) (10/14/2002 9:41 AM): Ah....you may want to really think about that as you move up.

diane@astconsulting.com (10/14/2002 9:41 AM): Just that mfg is almost at a standstill in this economy--I can save companies a lot of time and money but it takes a lot of selling to get companies to realize it. Custom software seems to be a high-risk option today, where a few years ago it was common.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:41 AM): Folks, just because you are incorporated doesn't mean you have to use the corporate name. Frankel & Anderson is my corporate name, but it owns PillowMail. Rob Frankel.com, i-legions.com etc.

Markham Lee (lee@pretegra.com) (10/14/2002 9:42 AM): I do need to come up with a new name, but I'm already building a rep with people under the name pretegraauctions on EBay, and if I change i now......I wouldn't want people to not be able to find me....

RobFrankel (rob@robfrankel.com) (10/14/2002 9:42 AM): Okay Diane, can you tell me/them how your stuff is going to impact their bottom line ASAP?

Markham Lee (lee@pretegra.com) (10/14/2002 9:42 AM): Plus, I think EBay operates more under name recognition as in customers remember your name, more so then branding.....

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 9:42 AM): Rob, do you need a DBA for PillowMail? I'm wondering if I need DBAs for different services if they are separate entities but under the corporation.

Jodie@ScoreBrowniePoints.com (10/14/2002 9:43 AM): That's what I have done with ScoreBrowniePoints.com - Attaché runs/owns that

RobFrankel (rob@robfrankel.com) (10/14/2002 9:43 AM): Lee, pretgraauctions can land them on the same site, which can familiarize them with your new brand. After that, transition it over. You don't have to bury it. Heck, people still dig up my site through frankel-anderson.com!

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 9:43 AM): Jodie, did you get a DBA?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:44 AM): Lorilyn, I don't need a DBA formally because any charges we take are clearly marked as "Frankel & Anderson". In our agreements, the same thing happens: the agreements are with F&A.

Jodie@ScoreBrowniePoints.com (10/14/2002 9:44 AM): In a manner of speaking - I registered it, the bank account is under my main account and DBA's as ScoreBrowniePoints.com

Markham Lee (lee@pretegra.com) (10/14/2002 9:45 AM): Good Point

diane@astconsulting.com (10/14/2002 9:45 AM): ROI is usually much less than a year, while accuracy and efficiency improves, saving more than money. Our greatest success stories are about saving a very high profile company's image. Bad data made them look bad.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:45 AM): So when anyone reads the charge on their VISA statement, it says Frankel & Anderson, which is clearly spelled out BEFORE they make the purchase.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:46 AM): Okay Diane, that's the problem. You're not getting specific. You MUST get specific in this economy, or they simply won't listen.

diane@astconsulting.com (10/14/2002 9:47 AM): Ok, how do I get specific?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:47 AM): I have a client right now who has the same problem. In all their client referrals, each client says "I don't know how much we've saved, but it's a lot." YOW. To a prospect that's a major red flag.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:48 AM): Diane, can you build a case study where you track the time/money/errors saved over the course of a year using their industry costs and factors?

diane@astconsulting.com (10/14/2002 9:48 AM): So for every case study, I need an exact amount of $$ we have saved a company--that is hard to define.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:48 AM): Doesn't matter, Diane. The more theoretically you talk, the faster they throw you out the door.

Markham Lee (lee@pretegra.com) (10/14/2002 9:49 AM): Diane -- a little tip from my consulting days -- if you're going to pitch your product to companies with the hook being your going to save them money....

RobFrankel (rob@robfrankel.com) (10/14/2002 9:49 AM): The fact that YOU find it hard to define only makes my point for me. imagine how hard it is for THEM to define if you can't....

Markham Lee (lee@pretegra.com) (10/14/2002 9:49 AM): you need to quantify it, finance folks like numbers.....

Markham Lee (lee@pretegra.com) (10/14/2002 9:50 AM): so if you just estimate savings, or build a case study that shows how they are wasting money on each transaction or instance where using your product would save them money

diane@astconsulting.com (10/14/2002 9:50 AM): I get your drift--just like on a resume--I saved X Company over a million dollars.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:50 AM): And don't forget: the person YOU sell to probably has to sell it to someone else....what are you giving them to make your sale to THEIR guys?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:50 AM): (TEN MINUTE WARNING)

Markham Lee (lee@pretegra.com) (10/14/2002 9:50 AM): precisely -- I've worked for banks that "thought" they were making money with X software system.....

Markham Lee (lee@pretegra.com) (10/14/2002 9:51 AM): and to show them otherwise, I had to break it down and quantify what exactly was causing them to lose money instead and approximately how much

Markham Lee (lee@pretegra.com) (10/14/2002 9:51 AM): You tell them that, and their heads will perk up and they'll pay attention....and you've given them a business case to take to their bosses and made the pitch THEY have to make easier

RobFrankel (rob@robfrankel.com) (10/14/2002 9:52 AM): Gotta be more specific, Diane. "In X industry, 20% of inventory costs total $X per company per year. Bar coding alone reduces that to Y%, which saves the average company $Z every year, which means the savings pay for the software before the year is out."

RobFrankel (rob@robfrankel.com) (10/14/2002 9:52 AM): Lee, you're one sharp cookie

diane@astconsulting.com (10/14/2002 9:52 AM): We just did a big trade show in Chicago and there was a lot of interest in our display because we were scanning Indy race tires. Logistic and defense people were very interested, but our project was a custom job. Should we package our tire tracking software and try to sell it off the shelf, or try to customize it for each company?

Jodie@ScoreBrowniePoints.com (10/14/2002 9:52 AM): Diane - employee time saved seems like the first one - how many hours saved by having info directly at their fingertips, not having to search etc

RobFrankel (rob@robfrankel.com) (10/14/2002 9:52 AM): You've got to have something for everyone. Finance folks like numbers, Operations folks like efficiency....

Jodie@ScoreBrowniePoints.com (10/14/2002 9:53 AM): hours=money

Markham Lee (lee@pretegra.com) (10/14/2002 9:53 AM): I'd customize it -- build something generic that can be customized to fit each companies needs...

Markham Lee (lee@pretegra.com) (10/14/2002 9:54 AM): building a separate software product for each industry didn't work so well for ERP companies

RobFrankel (rob@robfrankel.com) (10/14/2002 9:54 AM): I wouldn't jump on that decision without knowing the company more intimately. There's a lot of brand strategy, business opportunity, resource allocation and other stuff that drives that kind of decision.

Markham Lee (lee@pretegra.com) (10/14/2002 9:54 AM): not to mention the fact that companies like SAP make tons of cash off of customization.......each business is different, for something like your product, I don't think you can buy off the rack

RobFrankel (rob@robfrankel.com) (10/14/2002 9:55 AM): Let's fact it, software Nirvana is developing a horizontal app that can be customized for vertical markets.

Markham Lee (lee@pretegra.com) (10/14/2002 9:55 AM): Yeesh -- I think I just switched into consultant mode again....

RobFrankel (rob@robfrankel.com) (10/14/2002 9:55 AM): It depends on what your business model is. And what your target market is.

Jonathan (writer/editor - jacohen@telus.net) (10/14/2002 9:56 AM): Rob - only if it's easy to customize, by you (Professional Services) or your customers

diane@astconsulting.com (10/14/2002 9:56 AM): My company does so many different things, that companies often don't believe we can do it all. We have toyed with forming two separate companies--equipment sales and then software consulting in a separate company

RobFrankel (rob@robfrankel.com) (10/14/2002 9:56 AM): Houston, we've got a branding problem.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:57 AM): Right, Jonathan. BTW, why did you change you e-mail? I think your FrankelTips stuff is bouncing.

Jonathan (writer/editor - jacohen@telus.net) (10/14/2002 9:57 AM): Rob - I need to rebrand myself. 'Damn Fine Writing' doesn't explain my advantage.

RobFrankel (rob@robfrankel.com) (10/14/2002 9:57 AM): (TWO MINUTES)

RobFrankel (rob@robfrankel.com) (10/14/2002 9:58 AM): Diane, that's a real brand issue. You need to really fix that first.

diane@astconsulting.com (10/14/2002 9:59 AM): So we need to specialize?

RobFrankel (rob@robfrankel.com) (10/14/2002 9:59 AM): Can't tell yet Diane because I haven't looked at your company.

RobFrankel (rob@robfrankel.com) (10/14/2002 10:01 AM): Hey, this was a seriously helpful session today. Thanks everyone...I'll see you online!

diane@astconsulting.com (10/14/2002 10:01 AM): I know it is a problem, just don't know how to fix it. Where do I go to find out?

Pat (pht-commerce.net) (10/14/2002 10:01 AM): Thanks for the session, Rob. Have a good week everyone!

RobFrankel (rob@robfrankel.com) (10/14/2002 10:01 AM): Diane, I can help you if you wish. A lot of Bees use FrankelCall and are very happy with it.

RobFrankel (rob@robfrankel.com) (10/14/2002 10:01 AM): Try clicking the red phone in the top frame

Lorilyn Bailey (NewsBuzz.com) (10/14/2002 10:02 AM): Buh-bye.

Rob B (robert.j.bennett@db.com) (10/14/2002 10:02 AM): bye all and thanks always to rob.

Cheryl Lynn (info@quickorganizeme.com) (10/14/2002 10:02 AM): Bye everyone!

RobFrankel (rob@robfrankel.com) (10/14/2002 10:02 AM): See ya everyone!

diane@astconsulting.com (10/14/2002 10:02 AM): Ok, I will do that.

Markham Lee (lee@pretegra.com) (10/14/2002 10:02 AM): thanks everyone -- see you next week

Jodie@ScoreBrowniePoints.com (10/14/2002 10:02 AM): See y'all

diane@astconsulting.com (10/14/2002 10:02 AM): bye

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