the diary of
GOOD
INTENTIONS

Martin Farquharson attended Robyn Robins' marketing and business seminar in Perth over the weekend of 28 + 29 August. The seminar started well, got better and was utterly exhausting.
Of course, seminars aren't just "finished with" when you walk out of the hotel at the end of the weekend..are they Martin?

PASS THE COFFEE.

Dateline: 6.30 a.m. Saturday 28 August.
Location: Bed (deeply immersed).
F/x Alarm clock.
What the hell's going on? Why's the alarm going off? Why am I awake? This is supposed to be Saturday isn't it?
Oh yes. The Robyn Robins seminar.
OK.
Coffee.

9.25. Sheraton Hotel, Perth.
Hello everyone. How's business? Re-written your work agreement yet? Ah, Thank heavens, coffee.

9.30. Sheraton Hotel Perth.
Good morning, Robyn, how was your flight..
What, oh yes, I've do have goals, but I don't think I've ever actually put them on paper, really.
Self-promotion? Well of course we all have to do that. Marketing? That's another way of spelling self-promotion, isn't it? Oh right, I see what you mean. Yes. Well I do some of that sort of thing every now and then. If I've got the time. What, you mean get organised and structure my diary to do it all the time? Now you come to mention it that's not a bad idea. And these goals lead me to new business? Oh right, so I've got to change a few things. WHAT'S THAT? Have a good look at what my weaknesses are??? Oh sure! My strengths, no problem, plans for the future, yup, got some of those, but you want me look at my weaknesses? Seriously? Oh. OK. Well, just because it makes sense doesn't mean I have to like it. Right, so I'll have a much better idea of how to make my sales promotion achieve what I want it to, and how to make new business contacts, how to get to the right people and how to reach the goals I wrote down earlier. And I'd also like some more coffee.

ASK THE RIGHT QUESTIONS.

A bit later on that morning. Sheraton Hotel Perth.
Selling? That's like Marketing. In fact, it is Marketing, isn't it. It's not? I should've guessed. So there're times when Marketing's the right idea and other times when I should be selling. No, I don't have a Network. Have I really? How did I do that? So I have a Network and it's made up of all my clients and suppliers and business associates and acquaintances. And all of these people might be able to refer me to new contacts? I like this idea. Mind you, it's going to mean a fair bit of cold calling. Ah, so you've got helpful hints and structured ideas to make cold calling effortless and enjoyable, and it's all in the course notes. Lead me to the telephone. So, how do I know if I'm marketing or selling? I find out when the client answers my questions. Which questions would those be? Hang on, hang on, I need to write all this down. And I need coffee.

Lunchtime. Sheraton Hotel Perth
Coffee. And some pretty damn good sandwiches.

MORE THAN JUST THE FOLIO.

About 1.45 p.m. Still the Sheraton Hotel Perth
Yes, thanks Robyn, you're right, it was good to have a break. Presentations? Well, I go and show them my folio and if they're sensible they give me lots of work. Yes, sometimes they ring up with a job. Despite what? Body language? I always sit like this. Yes, always this close. Are you trying to tell me something? Ah. Right. So a bit of planning and some structure and content would be a good thing? . And finding out beforehand who they are and what they want to see would be helpful And being organised with the right sort of relevant questions would be even better. And being prepared and not leaving anything to chance would be best of all.
And I'll sit differently.
The morning after? Hold on, is this the same seminar? Oh riiiiiight, following up, doing what I told them I'd do. Well, probably yes, most of the time, maybe. Yes, I know it's important. OK, definitely, all of the time, certainly.
Thank God, here's the coffee.

2.30 p.m. Sheraton Hotel Perth.
This bit in the course notes looks good. "Language to get the client over the line".
Yes Robyn, we've all got a few clients who should be lined up and .. spoken to quite firmly. You didn't mean that? That's disappointing. So this is about how to talk to the client and use the right kind of questions to find out where he is and what he wants. And how to manage the conversation so it doesn't get out of control. This is beginning to sound like a good idea. Alright, I'll go and start to get organised.

6.30 am. Sunday 29 August. Location: Bed
Much the same as yesterday. For details see above.

9.25. Sheraton Hotel Perth.
Coffee

WRITE YOUR WAY TO SUCCESS.

9.30.
Good morning, Robyn, yes I slept remarkably well.
Yes, I can write letters. And faxes as well, it seems like I do lots of that. You want me to be brief and positive and simple and concise. Well of course the purpose of the letter is to inform and no, I don't want to sound like a post-geriatric solicitor. Alright, no more pompous waffling or "herewith" or "please do not hesitate".
Yes, I'll be direct, dynamic, informative, positive. I want it to look like I know what I'm talking about.
OK, I'll write one for you now.
Well, actually, that looks pretty good.
Hold on. Just need to make some more notes.

A bit later.
No, I don't often write proposals, I haven't given it a lot of thought. Do you think they're a good idea? Under-rated. Well yes, they're certainly a terrific opportunity to present myself in the best light, and raise clients' perceptions of me.
Bugger. Another thing to think about.
Am I intimidated by the telephone? Don't think so. I mean you just pick it up, press the buttons, talk to someone and put it down. Then Telstra sends you a bill. It seems pretty simple. Well yes, I do sometimes find I'm not talking to the decision making person, or I can't get past the secretary which is a bit of a waste of time, but what can you do? Do you have some helpful hints, Robyn? You do? Oh yes, here they are in the course notes.
And look at all this stuff about making new contacts. If I get myself organised and do this I'll get too busy to do any more.

Later still.
Not sure exactly how much later. It's been a concentrated couple of days. But definitely after some coffee.
Yes, I often have to go and take a brief from clients. No, sometimes it's hard to tell whether it's a brief for a real job or just a brief for a quote. So, if I structure the conversation, I'll be able to get the answers to what they're looking for and how they'll make their decisions. And that means I'll be able to respond much better to their brief. That could be handy. Next I can be really business-like and follow up with work agreement or a confirmation of brief letter and then I'll be able to negotiate more clearly and positively for my rights.
This is looking better and better.

The Robyn Robins Seminar program was produced with the assistance of the Photo Imaging Council of Australia

This website copyright 2005 ACMP - PO Box 779 North Sydney NSW 2060 Australia
Ph. +61 2 9025 3975    Fx. +61 2 9025 3990 Email: secretary@acmp.com.au
All individual photographs copyright the photographer concerned