KALÖN WOMEN: Road Map for the Coming Years

Guest Columnist: Ronit Rogoszinski

In speaking with clients over the past few months, I found that time and time again they were dismayed to find themselves back in the same hole they had worked so hard to get out of. There isn’t just one challenge that faces individuals trying to get financially healthy, but rather several common mistakes that collectively seem to steer individuals off track. I want to take this opportunity over the next several months to map out some common errors and make suggestions to help you find solutions that will put you back on a successful path!

1 - Understand to the penny where your money is going.

I know that whenever I bring this first step up I get the sigh and rolling eyes as client’s huff and puff about having to do this AGAIN. (This is the same kind of feeling I get when I’m in the car with my kids and from the backseat I get the usual ”are we there yet?” whine). Yet as much as this step seems to be despised, many simply don’t do it for reasons such as procrastination or simple denial. I recommend you track this over several months, not just a week. This is a great way to get a true grasp over where you are spending your money. The good news is that today there are many templates and work sheets your advisor can provide for you. To track cash, here is a hint- if you pay your bills on line start by looking for a summary of your bill payments for the current year and previous year then all you need to track is where you spend the cash that you take out of the ATM.

2- Create a budget

Once the tracking is accurately complied over several months a true picture will emerge as to where your money goes. These facts will then enable you to put together a realistic budget. You’ll be amazed as to how much more in control you’ll feel once you’ve gone through this exercise! However, this budget MUST be revisited consistently over time. If your goal is to revisit it once a year, make sure you set a date each year and stick to it. The goal should be to first see how closely you stayed within the budget and then how to cut the budget by about 5-10% for the coming year. I can tell you that the nuisance of changing an insurance carrier or a phone provider is something I personally dislike, however, if the short term inconvenience saves me money, so be it.

3- Pay Down Debt

Another practice you’ll need to implement at this time is increasing your payments to the debt side of the equation. Paying minimums once a month will only perpetuate your debt indefinitely. List your debts from the highest interest rate to the lowest and start to pay more than the minimum on the highest interest rate account, as well as increasing the frequency of the payments.

Next month I want to move to the second step in our road map plan which will address living within your means. As our country struggles to get back to economic health you’ll hear rhetoric about consumer spending a lot. Unfortunately, what’s been supposedly good for the country over the past decades is not good for us the individuals. Addressing this next step will mean some serious soul searching both as individuals and as a society at large.

Ronit Rogoszinski has been helping individuals and professionals understand the world of finance and wise personal money management for over twenty years. The New York partner of Arch Financial Group, Ronit is a graduate of Queens College’s Scholars Program, holding FINRA Series 7 and 66 registrations through LPL Financial. As the proud mother of four children, Ronit understands firsthand the demands we all have in our fast paced lives. Yet her calm, personal and relaxed nature help to put her clients at ease while remaining focused on the job at hand – realizing and bringing them closer to their financial goals.

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KALÖN WOMEN: Road Map for the Coming Years

KALÖN WOMEN: Saving at 40 Plus

Featured Columnist: Ronit Rogoszinski


Where to start?

We women entering our 40's and 50’s professionally speaking, should be reaching our peak earning years. However, at this stage of life we also start facing the reality of becoming the “sandwich” generation; an honorable distinction that comes from having aging parents and growing children. As we move through these years we should see our net worth steadily rise. Yet, for most of us the opposite has been true as the jobs market has shrunk, the recession proved to be deep and the general gloom and doom seems to have seeped into every crevasse of the global market.

So, what are we to do?

Well, if you’re like me, doing something versus sitting around paralyzed by fear is the only way to go. The following simple ideas will help you move into a positive, productive and proactive mind set.

First, take an inventory of your assets and liabilities. We’ve all been hearing on how we should spend less and save more but do you really know what you’re spending money on? Do you know for sure what income is actually earned? Do you have a realistic valuation of your assets? If you just answered “not sure” to any of these statements, you need to move. Start by tracking your spending over a period of 30 days (most of my clients never make it past the first week which is still better than not doing this at all). Track all income, whether it’s the direct deposit of your paycheck or the interest earned on savings. Everything gets tracked for one month!!

Then, subtract your expenses and spending from the income you totaled and see what number come up. One of two things will happen right here:

1. Negative result means you’re spending more than you earn. You’ll need to go over every item on your expense and spending list to see what is necessary and what is not. Eliminating just a handful of the frivolous expenses can make a huge different in the outcome.


2. Positive result means you are spending less than you make which is great. Still, reviewing your expenses as well can prove to be a good exercise in eliminating any frivolous spending. This house cleaning can free up cash for other more worthwhile endeavors.

Next, organize your portfolio. Asset allocation - the strategy of dividing your portfolio among the major asset classes of equities, fixed-income securities, and cash equivalents - is vital no matter what life stage you are in. Your asset allocation should be based on your goals, your tolerance for risk, and your time horizons. It probably will require modification or rebalancing over time. Generally speaking, the larger the equity portions of your portfolio, the greater the potential for growth and the greater amount of risk. On the other hand, the more fixed-income securities you include, the greater the potential for income and preservation of principle. There are risks associated with fixed-income investments, although they generally incur less risk than equities. I plan to address this issue very closely in future newsletters as well as tips on how to talk to your financial advisor if you have one working with you. During these times of turmoil having an open line of communication with the entire team of professionals who work for YOU, is so important. Finding those who will listen to your concerns and address them to your satisfaction, is key to organizing your portfolio.

Finally, for now protect what you've accomplished. As your wealth continues to increase, it's important to preserve what you've accumulated and safeguard your future. That's why estate planning and risk management are two of the cornerstones of a sound financial plan. A qualified financial professional can help you implement an estate plan that is best for your situation or review an existing plan to ensure it is still consistent with your goals. Also, be sure you have enough protection in place to help cover any liabilities -- such as your mortgage -- and protect your family's financial future.

Financially speaking, mid-life shouldn't be a time of crisis, but rather a time to take advantage of some of your most productive years. As members of Kalon Women we are all looking for opportunities to grow, reinvent ourselves and test out unchartered waters. Managing your finances need not be the one subject you keep pushing away but rather embrace it as another facet of who you are. Recession or not, gaining control over your finances will help ease your mind and free you up to pursue what Kalon Community is all about – find the beauty in side of you.


Ronit Rogoszinski is a Registered Representative with and securities are offered through LPL Financial, member FINRA/SIPC. Ronit may only discuss and /or transact securities business with residents of the following states: NY, NJ, CT, FL, CA. The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individuals. To determine which investment(s) may be appropriate for you, consult your financial advisor prior to investing.

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KALÖN WOMEN: Saving at 40 Plus

KALÖN WOMEN: The Six Feminine Energies

Guest Columnist: Joy Chudacoff


Are you a woman who wants to have it all? Do you have a desire to experience your life and business on your own terms? I've certainly felt that way in the past; however I've come to realize that I have to choose what's most important to me right now in my life. I know that over time, my "energy" for different interests will change and grow into new areas. It's essential for Smart Women to recognize and embrace new passions that may develop over time.

Having to choose what’s most important to women at different stages of their lives can be a challenge. After all, we’ve been taught that we are multi-taskers. We want to do it all and we can do it all--- but at what cost? In the past, this “I can do it all” attitude has cost me my health, money, presence and awareness with my family. I eventually!) learned from this and today I’ve taken on the idea that I can have it all, just not all at once.

Over the last 5-1/2 years working with hundreds of women, I’ve discovered that there are Six Feminine Energies™ women share. These “energies” fuel women at different stages of their lives. In my Women’s Success Circles, we spend focused time to explore each feminine energy and discover which ones feel like a good fit for each of the women where they are at this time in their lives.

Why is this important? What we focus on becomes our reality. We manifest what we think about. Finding where your attention and energy is focused will often reveal where your passion and purpose reside. One thing I’ve learned is that if you are living a life that is full of passion and purpose, you will have an unlimited energy supply for life. Without this, you can get “stuck” in the middle of the road of your life. You can also fall prey to exhaustion and feel overwhelmed trying to do it all.

When I discovered which of the Six Feminine Energies™ were fueling me, I felt alive with new ideas. I had a compass to guide me each day in making the right decisions to move my life in the direction toward my passion, my purpose and my values.

I’m going to share these Six Feminine Energies™ with you. In my Success Circles, I invite women to choose two to three out of the six. Why? Because it’s a real challenge to embrace all six at once effectively. You will spread yourself too thin and not be able to enjoy and savor the moments in each one.

1. Making Things Happen – Achieving goals, business success, being ambitious, going for it, recognition, driven by earning income, doing important work.

2. Nurturing Relationships – Loving, sharing yourself, bonding, parenting, being intimate, being a “nutritious” friend, caring sibling, caring daughter.

3. Personal Mastery – Self-esteem, confidence, personal clarity, courage, loving yourself, embracing who you are, self-acceptance.

4. Fun and Expression – Being playful, creative, childlike, and spontaneous.

5. Spiritual Awareness – Inner peace, the process of “being”, trusting in the universe, quiet and reflective, inner wisdom.

6. Leaving Your Legacy – Contribution, mentoring, leaving the world a better place, environmental caring, community service, volunteering, helping others.

Which ones “call” out to you? I invite you to pick two to three that hold the highest “energy” value for you. Mine are very clear right now; Making Things Happen, Nurturing Relationships and Spiritual Awareness. Remember, these energies will shift and change over time. When I first discovered the Six Feminine Energies™, my top three were completely different. I’ve changed and grown and so my energies have shifted as well.

Now that you’ve determined your own two to three feminine energies, ask yourself a question: Is my life reflecting these values? Am I practicing and living these values which are so vitally important to me each day? If not, it’s time to take an inventory of your life. Clear some space in your life for your two to three feminine energies. It will make a big difference in the quality of your life and the quality of the people you care about.

Anything is possible. Everything is waiting for you.


Joy Chudacoff, ICF, PCC, is the founder of Smart Women Smart Solutions(tm), a Professional Certified Coach to 1000’s of women, Motivational Speaker, and Entrepreneur. She publishes a weekly buzz generating ezine, Reflections On Life and Business for Women Entrepreneurs. If you’re ready take your coaching business to the next level, get your FREE Tips, FREE Report, FREE MP3 and be the first to hear about my exciting new program for coaches and consultants at www.SmartWomenSmartSolutionsCoaching.com

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KALÖN WOMEN: The Six Feminine Energies

KALÖN WOMEN: The "I" Pronoun

Guest Columnist: Sandra Levitin

Who am I?

What do I want?

How did I get so lost?

When do I come first?

Where do I start?

These are questions that I get on a regular basis from friends, family and our Kalön Women across the world. They all have to do with “self-discovery,” which seems to be a hot topic of discussion these days within the world of boomer women. Personal growth is most often a slow and gradual process, and it can be difficult to recognize the magnitude of the changes taking place in our lives when we are too close to it. It is so important that we regularly acknowledge our ongoing growth and reward ourselves for the many wonderful steps of self-improvement we have accomplished. When we take a hard look at our own progress, we need never feel that we are wavering between past achievements and the realization of future goals.

If we look closely at our lives, we may see that much of what brings us pleasure in the present is representative of the ambitions of our past that we worked so hard to attain. At one time, the abundance we enjoy currently likely seemed like a far-off dream. Now it is simply reality—a reality we created through our diligence, passion, and unflagging determination. Whether our progress is fast or slow, we deserve to congratulate ourselves for our successes.

To remind me of the insights I have gained with time, I need to temporarily adopt an outsider’s perspective and carefully consider how my life in the present differs from the sequence of experiences I’ve lived through in the past. My friends often tell me, “Sandra, look at what you have accomplished in just two years.”

With that in mind, I created a written list, of those strengths, aptitudes, and inner qualities I now attribute to myself, and it helps me understand that I am not the same person I was one year ago, five years ago, or 10 years ago. My attitudes, opinions, and values were markedly different, and these differences can be attributed to my willingness to accept that I still have much to learn. I used to have difficulty giving myself credit for these changes, but then I think about the goals I have realized, the lives I have touched, the wisdom I have acquired, and the level of enlightenment I attained over the past years.

Recognizing that my own growth is neither boastful nor immodest was very hard for me because I came from the old school of “we” as most women have done in their family life as well as in their careers. It is a natural fact of life and becomes a powerful motivational force when we celebrate our own growth. Knowing that I am brighter, stronger, and more grounded than I once was I can look forward to the changes to come. In acknowledging my own growth, I can build a sturdy foundation upon which I can continue to blossom well into the future.

What is it about us, as women that keep us from using the “I” pronoun more often?


Sandra Levitin is the Founder/CEO/Editor of Kalön Women, an online magazine for women forty plus. Her first book, “Learning How to Hop Again” is due to be released in 2010.

Sandra’s experience and leadership capabilities for the past 30 years led her to be a top sales trainer for several national and international companies. As a top leader in her field, she moved companies into guiding their training efforts toward the topics of: Developing a Success Blueprint ▪ Creating a Personal Brand ▪ Evaluating “First Impressions” ▪ The Art of Selling ▪ How to Convey Who You Are and What You Do.

After making a tough decision, Sandra decided to leave the corporate environment at 50 and fulfill a 15 year dream that started with a friend who died from breast cancer before they could see it through together. Kalön Women launched in November 2008.

Sandra is a Mid-Life Strategist who specializes in supporting women through the myriad of life changes after forty.

ABOUT KALÖN WOMEN: The mission of Kalön Women is to provide answers and raise awareness of issues and causes that affect women 40+, so that they will be stronger from knowledge gained, and the generation of women who follow in their path will hopefully find it less rocky. The articles, stories, poetry and other written expressions in Kalön Women are created by real women 40+. Written to inspire, help and perhaps provide a few laughs to all “women of a certain age”.

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KALÖN WOMEN: The "I" Pronoun

KALÖN WOMEN: Smart Women Have a Marketing Mantra

Guest Columnist: Joy Chudacoff



I recently attended a conference for women business owners and ran into a woman I had not seen for some time. She looked a little unhappy when I approached her. I asked her if everything was going well and she shared with me that she had just lost a big client. In fact, this big client was more than 50% of her business. Wow! I’d be upset too. She was in the process of figuring out what to do next to rebuild her business back to a successful place. As we talked, I started thinking about the “golden” rule in business for Smart Women: Always have a marketing “mantra.”

Marketing “mantra?” What the heck is that? Let me share a quick scenario that will bring it home for you. You know that the only way to grow your business is to get your message about what you do out to your ideal clients-- right? The “message” is the “mantra” that you want to communicate over and over again about the benefits your product or service provides to the customer. You may do this in several ways (I highly recommend more than one!). You can have a website, use social media, attend conferences, speaking, etc. Once your “mantra” reaches your idea client (and if your “mantra” is effective), you will then be rewarded with new business. What’s the first thing you typically stop doing when you get a few great clients and get involved with providing great service? You stop your marketing “mantra.”

I’ve seen this so many times and I’ve been guilty of allowing this to happen in my own business. You get so excited about the new clients and doing the work that you love with them, you forget all about keeping the marketing “mantra” going to attract new ideal clients. This common mistake will prevent your business from going to the next level of success.

I invite you to set up a system in your business to have a continuous, regularly scheduled marketing “mantra.” The key is to create a plan and make it happen. This is where having a team of support for help and delegation is essential. I will share with you that when I got clear and focused on this part of my business, real growth began to happen. I set up a system that allowed me to communicate with my ideal client and provide excellent service to my existing clients at the same time.

Here are a few tips and solutions to help you get your marketing “mantra” up and running smoothly:

1. Reach Out and Touch Consistently – It’s important to reach out to your ideal client on a regular basis with information that they need and will enjoy receiving. Decide how often you’d like to “touch” your ideal client with your “mantra.” I recommend weekly, bi-weekly or monthly. Any of these will work, so choose what works best for you and do it consistently.

2. Focus your “Mantra” – This is where it’s really key to know who your ideal client is. Focus your message and your useful information in a way that solves problems for your client. Show how you can add value through your knowledge and expertise.

3. Get some help – Don’t try to do this alone! It’s nearly impossible to work with your clients effectively and have a consistent flow of communication if you are attempting to do this all by yourself. There are plenty of skilled people who would love to help you get your “mantra” out to the right people.

Having a consistent, clear, regularly scheduled marketing “mantra” can make the difference between having a business that is doing well with a few clients and one that is super successful serving scores of clients effectively. I know which one I want. How about you?

Anything is possible. Everything is waiting for you.


Copyright 2010 Joy Chudacoff

Joy Chudacoff, ICF, PCC, is the founder of Smart Women Smart Solutions™, a Professional Certified Coach to 1000’s of women, Motivational Speaker, and Entrepreneur. She publishes a weekly buzz generating ezine, Reflections On Life and Business for Women Entrepreneurs. If you’re ready take your coaching business to the next level, get your FREE Tips, FREE Report, FREE MP3 and be the first to hear about my exciting new program for coaches and consultants at www.SmartWomenSmartSolutionsCoaching.com.

ABOUT KALÖN WOMEN: The mission of Kalön Women is to provide answers and raise awareness of issues and causes that affect women 40+, so that they will be stronger from knowledge gained, and the generation of women who follow in their path will hopefully find it less rocky. The articles, stories, poetry and other written expressions in Kalön Women are created by real women 40+. Written to inspire, help and perhaps provide a few laughs to all “women of a certain age”.

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KALÖN WOMEN: Smart Women Have a Marketing Mantra

THE ENTREPRENEURIAL GUIDE TO ENTERTAINMENT: Why I'll Break Down and Buy an iPhone and Wii

The Entrepreneurial Guide to Entertainment

with Sandy McKee

I’m a late-adapter when it comes to technology. Seriously, I didn’t get a DVD player until a couple of years ago; and, to this day I don’t know which remote to use to start a movie. I have to call one of the kids. What I do is let my friends buy the latest gadgets, and I listen to their comments and complaints. I read the online forums and pay close attention to the fixes, updates, and upgrades as they become available. Then, if it looks like the technology is going to stick around, then I may take a leap of faith and actually buy it. Maybe.

So, no, I don’t yet have an iPhone or a Wii. However, that may be about to change for one very important reason: GAMES.

I am an avid casual gamer and have been since I was old enough to hold a card in my hand and say, “Go Fish!” To me, games are more than just entertainment----they are learning opportunities, as well as a means for strengthening relationships. (Yes, there is a dark side: isolation, gaming addictions, etc.; but, someone else can write that column---not me.)

I’m primarily a PC gamer and I’ll write a future article about the life and business lessons one can learn from my favorite PC games. I have a twelve-point essay in the works on Gazillionaire (published by www.lavamind.com) alone. Not to be missed, so stay tuned over the coming months.

But, as much as I love my PC games, I am being lured towards the Wii and the iPhone by innovative, creative, and sometimes quirky game developers who know as well as I that having fun is serious business.

Let’s start with the Wii. The company that got me to rewrite my letter to Santa and ask for a Wii is MASTIFF GAMES. They had me within a nanosecond of logging onto their website: http://www.mastiff-games.com.

The must-have Mastiff game for me is the REMINGTON® GREAT AMERICAN BIRD HUNT. I love to shoot; but, I don’t actually like to kill anything. Since I won’t go bird hunting for real, this game will let me go on a virtual hunt and get the Annie Oakley urges out of my system without hurting any critters. The game features more than 60 levels and you can win 50 trophies, awards, and power-up items. There’s even Hunting Party Mode where you can form up to a four-person hunting party. You know a game is fun when it’s rated T (Teens) for “comic mischief.”

Mastiff also publishes SHIMANO® XTREME FISHING, which is amazing in the range of fishing experiences that it encompasses. You can choose from rod and reel, spear gun, bow fishing, and more in interesting and exotic locales. Catch over 50 varieties of fish, and deal with sharks, alligators, and piranha. There is also a multi-player mode and 12 tournaments and 65+ stages. Again, I can get my fishing fix without having to wake up at 3:00 a.m. and touching icky bait.

Mastiff has several other interesting titles and I encourage you to visit their website and check them out. According to Bill Swartz, the Head Woof at Mastiff (that title cracks me up every time), they have “always tried to maintain a balance between casual titles like Top Gun, Remington Great American Bird Hunt, Shimano Xtreme Fishing, and Deer Drive on the one hand and harder-core fare like Moon (an awesome game, by the way). In either case we use the same metric: produce games that will exceed the expectations of the target audience.”

I asked Bill how the name Mastiff Games came about. He said, “Two of the three people I started Mastiff with love dogs. I wanted a name that was a proper noun so it could be turned into a logo. And Mastiffs are big, strong, friendly fellows who grow up fast. And, of course, the titles (Head Woof, Numbers Woof, Production Woof, Production Pup, and so on) are an outgrowth of the name. It’s a little silly and probably wouldn’t work in a big organization (how do you translate associate treasurer into dog terms? Assistant Money Guard Woof?); but, it suits us fine.”

Please check them out at: http://www.mastiff-games.com.

As for the iPhone, four companies can claim responsibility for edging me in that direction:

a. BINARY DAWN INTERACTIVE with their mobile game THROUGH TO IOTA. The premise and mission are deceptively simple: shoot the stones into the goals. It’s a mix between pool and curling; and, with 50 levels and four types of stones, I suspect it’s not as easy as it seems. This wins my award for Most Likely to Get Me Addicted (in a good way). Check it out at http://www.binarydawn.com.

b. PRESSOK ENTERTAINMENT with their variety of game genres from old-school GIN RUMMY to new-school AMERICA'S NEXT TOP MODEL, wherein they ask “Do you have what it takes to be on top of the modeling world?” One look in my closet will tell you I haven’t a prayer of winning that one. However, the game I have my eye on is BETTIE BARISTA. Yep, love my coffee as much as I love my games. It can’t get much better than the subgenre coffee-time management-tycoon. See what I mean at http://www.pressokentertainment.com.

c. HALF FAST GAMES with their popular word game WOXEL and with (this really is the title) BEE’Z NUTS. I can’t even explain that, but it doesn’t matter; because the one that is making me take the grocery money to buy an iPhone is….wait for it….PIN THE DONKEY. Why, you ask? Because, as the company states, “not every game needs to be as serious as Bee'z Nuts!” This one you have to see for yourself: http://www.halffastgames.com.

d. MOBILE DELUXE which has one of my favorite PC games, CHOCOLATIER (naturally); and, which is launching an exciting new game SHERLOCK HOLMES: THE GAME IS AFOOT.  As a Sherlock Holmes fanatic, I am really looking forward to this one.  In fact, I feel another twelve-point essay brewing in my brain.  Check out Mobile Deluxe at http://www.mobiledeluxe.com. 

If you’re as serious about casual gaming as I am, you’ll understand why these are all must-have titles in my peculiar (though I prefer the term “eccentric”) universe.  You’ll get why I must break down and buy an iPhone and a Wii----I mean, duh, how else can I play these games?  And, when we add it all up, you’ll understand why I’ll also have to break down and get a real job (to pay for it all).  HEY, game developers!  Any of you hiring?  Picture me holding a sign:  Will Work for Games.  Seriously.

For more information, please visit Sandy's TNNW Bio.





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THE ENTREPRENEURIAL GUIDE TO ENTERTAINMENT: Why I'll Break Down and Buy an iPhone and Wii

SALES & MARKETING: Timely Truths for Tough Times

Sales and Marketing with Bill Doerr

Bill's section is brought to you by qAlias

15 Second Speed-Read

Now that the transition of power is completed, it's clear there's 'more bad news' to come with our economy. Regardless, there are some timely truths to keep in mind that may help you get through these challenging times and into better ones in the future.

Meet Zeke

I met Zeke Camusio through an excellent online business community we both belong to -- Biznik.com. He wrote an article (several, actually) and I really liked his style and insights. So we connected and he agreed to be interviewed for this article.

Zeke is in his mid-20's and is a self-described 'serial entrepreneur'. The E-bug hit him when was around 16 years old and he's been involved in six (6) successful ventures since then. Currently, he's the head of The Outsourcing Company -- a Denver-based firm that partners with its clients to help them leverage the internet to enjoy increased revenues and success. He lives in Aspen, CO and has a second office in New York City. A graduate of business school in Buenos Aires, Argentina, he is a delightful and passionate young man with an eclectic mixture of skills and attitudes that make people and businesses successful.

Truth #1: "Be Committed" and Truth #2: "Make an Investment"

As a poster-child for modern technology, Zeke's into using anything and everything he can to achieve his clients' marketing objectives. Mostly though, he is highly selective about who he'll work with -- preferring a client who understands that marketing, to be done effectively, requires 2 keys: 1) commitment to 'stay the course', and 2) money.

I like that. It's not what many prospects want to hear, but they will ignore this reality at the peril of their ability to be profitable. Maybe even to exist when the current recession ends.

Truth #3: "Don't Be Cheap"

Zeke told me, "I charge a fair price for the services we provide. But we're not the lowest priced firm offering the kind of services we do". Again, I like that. The operative word is 'fair', not 'lowest'. Low pricing runs the risk of making you into the guy who brings a knife to a gunfight. Technically, you've got a weapon. Practically, it's likely to get you killed!

I asked Zeke about what prompts prospects to be interested in his services. "There are 2 main reasons . . . First, 'Not Enough Traffic' is going to their website. Second, 'Not Enough Revenues' are being generated after they arrive". Not uncommon. And you and I know these are symptoms of what really needs attention. That's the starting point for Zeke and his team to roll-up their sleeves, dig deeper and apply their knowledge, experience, skills and abilities to correct the client's situation.

The Epiphany

While his current company started in 2002 and has enjoyed a considerable success, it became problematic for him. In fact, Zeke felt he was growing so fast that his ability to satisfy his clients' expectations was being compromised. That made Zeke reflect on how he was running his business. Specifically, he was looking into some fundamental beliefs about how he wanted to operate his business. He discovered changes were necessary.

Truth #4: "Focus on Your CORE Client"

Zeke felt that, while on the basis of revenues alone, he was doing well. In terms of how he and his team felt about their working environment, there was room for improvement.

Even at the ripe 'old' age of 25, Zeke knew that attempting to be all things to all people is what paves the road that leads you to marketing hell.

"We decided to set our own standards of who we'd work with as a client. We didn't want revenue alone. Every client offered us that. We wanted clients offering us a mutually beneficial relationship. Relationships that gave us more than just revenues and our clients more than just our services".

That decision -- to be selective -- took a lot of courage to admit. Even more to act upon.

"We told our clients the truth, " Zeke said. "We admitted we were overloaded with clients and we shouldn't be working with every one of them". It took a few months, but Zeke and his team pared down his clientele to a core of clients that were a really 'good fit' for his business and, vice versa.

Truth #5: "Attraction is The Other Side of Rejection"

It's ironic. You may have learned this earlier in life. In school. At a dance. Or, a club. Remember someone you found really, really attractive? It was probably someone who either was or, seemed to be 'unavailable'. Zeke found this is true in business, too.

"Once we made the decision about the kind of client we wanted, we posted a notice on our website about who we did NOT want as clients". I asked, "What happened?". Zeke replied, "Well, we actually found we had more prospects . . . of the kind we wanted . . . seeking us out".

Truth #6: "Working with Clients You Want . . . is More Fun!"

Zeke allowed that, while he's no longer taking on 'everyone with an open checkbook', he is having more fun with those who pass muster with his selection process. "We get involved in a client's life, their business and, most importantly . . . their vision of the future we can create together".

Zeke's learned that there's more than one way to be paid. And not all forms of payment (i.e. psychic income) are deemed taxable by the IRS!

Closing Thoughts

We concluded our conversation with these words from Zeke: "If you're thinking of starting a business . . . GO FOR IT!" This is actually a great time to start one. Yes, people are cautious. But so are your competitors! Find a need and fill it well. It's true. While others are holding back in these 'tough' times, you can be earning a share of mind and market and be nicely positioned when this economy improves -- as it always does. Next he added, "DON'T GIVE UP . . . too soon or easily!" Success takes time. Like an apple tree. You plant a seed. You nurture its potential. THEN . . . you reap the 'fruits' of your labor. Good advice from an inspiring entrepreneur to keep in mind as these challenging days come and go -- listen well -- and succeed!

Zeke Camusio is the founder of The Outsourcing Company in Denver, CO. He and his team like to work with carefully selected clients to leverage the internet, build their brand and grow their success. You can reach him through his blog: www.theoutsourcingcompany.com

Bill Doerr, CCO of SellMore Marketing, LLC is the creator of The Ultimate Client Development System® which helps professionals and small business owners build relationships, referrals and revenues by design, not accident. You can reach Bill by phone at: 860-798-6964, online: www.sellmoremarketing.com and by email: billd@thenationalnetworker.com.

___________________________________________________________

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SALES & MARKETING: Timely Truths for Tough Times

ENTREPRENEURIAL NETWORKING: Life Is Like A Box of Chocolates

Entrepreneurial Networking with Lydia Sugarman

Lydia's article is brought to you by foundercontact group

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I don’t know Andy Ciordia…yet. A long-time “friend” I’ve never met in person referred him to me. Marty Landman and I have been on the same discussion list, WWWAC (Worldwide Web Artists Consortium) for years and so, have built a trusting relationship. So, when he recommended Andy as a great interview subject, I wasted no time. When you read Andy’s responses, I think you’ll agree that he and his outlook on life and business is pretty extraordinary. I can’t wait to get to know Andy better and maybe even meet him in person one of these days.

I continue to be blown away by the great people I have the privilege of interviewing for this monthly column. I hope you enjoy this month’s installment.

Sincerely,
Lydia

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1. Please tell us about yourself, personally and professionally. Where did you start out? Where are you now? Where are you headed?

Loaded questions! I've got more facets than a diamond. I find it hard to talk about myself these days because of the breadth of items I find myself in. I hope I found a somewhat middle-ground stream that works.

I'm Andy Ciordia and I have referred to myself as a highly driven creative soul. The line between personal and professional has never been blurrier. I've been the artist, photographer, skydiver, personal trainer, agricultural advocate and a lot more. I'm a husband, laying the foundation for a family and working close with much of my extended family. I love experiences and have long believed in living life, not just watching it go by.

Professionally, I started in computers at a young age and had a natural affinity for problem solving. I found programming too dry and switched into fine arts for a good number of years. Never staying far from technology I continually fell back into it, from graphic design, systems engineering, to enterprise level technology management.

Currently I find myself running on multiple tracks.

Slow Food Charlotte

I participate as the director of technology for Slow Food Charlotte, a chapter of the national and international Slow Food movement. We're trying to educate and build programs that help support Good, Clean, and Fair foods. Awakening consumers to the realities of our food systems and helping bring us back from the brink is hard work but inspiring.

Nuance Labs, inc.

Always close to technology, my best friend and I started Nuance Labs, inc. It was initially started as an application development company targeting solutions for the productivity community. Unfortunately, you learn a lot in your first major endeavor and our lessons included handling partners, momentum, investors, and what happens when everything is mistimed.

Every failure is a lesson and we try to learn from them. While our labor of love has had to take a back seat while we keep capital in the company we're still dedicated to finishing our initial project, Liquid Minded. At this time, we help small businesses understand today’s technology and how it applies to them. Leveraging that tech to get them further online and talking with the communities out there. It's been a lot of fun.

The Secret Chocolatier

The Secret Chocolatier is one of my personal favorites. What happens when an untimely job loss of a family pastry chef and a thought to make a family company come together? For us, it was finding a passion in artisanal chocolate and working it from the grass roots up. My father- and mother-in-law, with my wife and I, started the delicious idea and we've been vetting it at the local markets in the community. We've been growing our base and having a blast doing it.

To help matters, I've applied my tech background to their cause and our main shop is coupled with a target blog, Homemade Chocolate - The Secret Chocolatier's Diary. We also have a Twitter account that has been fun to get more in touch with like-minded chocophiles (@secretchocolate). Like with anything it is taking time to root but the benefits are starting to show their potentials and we are really excited.

Now the trick will be figuring out how to convert our market sales and momentum into a sustainable brick-and-mortar establishment. I wish the country were in a better state as I feel that no matter how profitable we are, this will be a harder
endeavor than it should be.

I've got more going on but I could bore your audience if I continue. Follow me on Twitter (@ciordia9) if you want to get further into who I am and what I am up to.

2. What does being an entrepreneur mean to you?

Keeping your feet firmly in touch with the earth (ready to run) and your head on a swivel looking for where opportunity is going to be. My wife and I took up ballroom dancing over the last year and I find a lot of analogies when it comes to being aware of life's rhythms, being a good leader, and having ideas and notions for how to do more with what you have, or where you find yourself to be.

3. Many people I’ve met have told me they were influenced at a very early age to follow the entrepreneurial path. What set you on an entrepreneurial path? Do you think entrepreneurs are “born”? Can it be learned?

Most anything can be learned. We are amazing creatures that are blessed with an adaptability almost unheard of in nature. It just takes willpower.

I was raised in a divorced family but one that had a great relationship. My father is a Doctor and always encouraged me to be better, do more, and know that the world was mine if I applied myself. My mother was the nurturing kind, sheltering but at the same time would raise me up when she knew I needed it. Looking back I don't think I was prepared for just how hard one has to work to achieve, but as long as you pay attention and don't let setbacks slow you down, you will achieve personal success.

The only thing I am not sure if it is learnable or is just part of your makeup is willpower. You can have all the desire in the world, but if you don't have the will to make it happen, it never will. I've coached a number of people from personal training to productivity and when people have that inner fire (whether they know it yet or not) they end up achievers.

4. What makes an entrepreneur? What makes entrepreneurs different? What do you think sets entrepreneurs apart?

Agility. You have got to be able to flow with the situations life kicks out at you if you are going to survive in the market. Many people stay in their sheltered positions and when times are tough they have a serious crisis. An entrepreneur, successful or rising, every day can bring some serious fireballs. I think we get used to handling dynamic issues of the day and good market or bad we are able to find what needs to be done where.

5. Have you ever experienced a seminal networking moment that impacted you as an entrepreneur?

I try and look back and find something monumental but I find a peppering of knowledge all around. My father’s charisma, Guy Kawasaki's momentum and leadership, global leaders who get behind a cause with the roar of approval of a large crowd.

6. What have you found to work well when networking? What caveats can you offer?

We teach this a lot to our Nuance Labs’ clients because everyone always gets this wrong on the first try. Networking is about relating to others and sharing things you find valuable that they will too. For some reason when you sit a newbie down to communicate, this hard salesman comes out of them and they want to SELL SELL SELL. What?! Where did the great person we were just talking to go? Where did the stories about your kids, your trip, your life, just go?

It's all about value. This is the beginning of the era of transparency, if you are not ready for it, don't play, but it's so easy to play. Share who you are, share why you are passionate about what you do, what you sell. Show the benefits but don't overdo it. The classic “treat people how you would like to be treated” is still how it should be. It's about building relationships.

7. What networking lessons can we learn from the way entrepreneurs operate?

Look, listen, and be proactive not reactive.

8. How can thinking like an entrepreneur give one an advantage in the networking and in general?

You're an opportunity hunter. It's not just about business, it's about life. How can you help others and how can you be aligned to be helped? I forget the author who said luck doesn't happen, it's about positioning yourself at the right place, at the right time, to create the opportunity. Don't scheme for it, just engage your passions and relationships and the puzzle pieces have a natural way of coming together.

9. How do you network? (You can read this several ways, I know. Please choose how you’d like to respond.)

On a physical level I work with groups and causes that I love and this brings me in contact with hundreds of people who share my passions. I've tried to get involved with local business groups but for the most part they usually feel like old school networking events that are a bit hit-or-miss and feel more surface than engaging. Not that they aren't a method to use but everyone’s community is going to be different.

Digitally I engage on as many levels as I can from social media like Twitter to group building on Facebook. There can be a huge signal to noise issue you have to deal with but if you are about communicating and relationship building you can get good and fast at juggling the information stream. Now that our local social media groups are large enough we crossover to a lot of physical MeetUps as well. It's great to be a part of engaging communities.

10. What’s one secret you can share for successfully leveraging networking to build success into our businesses?

Be human. Sounds too simple doesn't it? Be a friend, care, share, and engage. Has it ever been this easy? With practice and care everyone has natural charisma, use that to start great things. Back it up with responsibility and follow through and you can't go wrong. Don't be afraid to ask for help or advice. As I said earlier, listen. Don't just hear, listen. Integrate, respond well.

10b. #1 Networking Don’t

Don't, don't, DON'T, hard sell people. The best way to sell is how your best friend sells you on something. They know you, they know your likes and dislikes and generally only sell you things you have an interest in. If there is no interest, isn't it a waste of time and energy trying to convert someone? With the amount of people online and in the world you can better spend your time finding those people with natural affinities.

11. Finally, what’s coming up in the next few quarters for you and your ventures? How can we meet up with you?

My technology business needs to find its calling in consulting so we can generate the capital to re-engage our primary passion of productivity. When you are so close to the finish line it really is painful to know that you have a beautiful project in cold storage.

The family wants to see The Secret Chocolatier turn into a physical shop and grow as best it can. As long as we keep it artisanal and pour our passion into great products I think we're in for some fantastic fun!

With everything else I apply energy for progress. Combine that with working with great people and there can only be great things ahead! I can be found plastered all over the net (http://claimid.com/ciordia9) and am as accessible as they come. If I can ever be of help from technology to friendly thoughts, feel free to reach out.

__________________________________________________________

Posted to THE NATIONAL NETWORKER. To subscribe for your free newsletter, go to www.TheNationalNetworker.com. For the complete National Networker Relationship Capital Toolkit and a free, continuous RSS feed (available either by traditional RSS or by direct email), go to: http://thenationalnetworkerweblog.blogspot.com. You are also invited to click our buttons:


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ENTREPRENEURIAL NETWORKING: Life Is Like A Box of Chocolates