Ok, Joy, I’ve got to ask:

how do you hire the right people?  What’s your secret?  What kinds of interview questions do you ask?  How do you attract and screen the optimal candidates? 

Judy Safern
President
LeadingThinkers
www.LeadingThinkers.com

Loaded question of course, Judy!

I actually wrote a book all about this subject too but haven’t published it yet… I have a few secrets but one you can easily apply is this: when you are interviewing someone make sure you do everything you can to make them feel so at home and comfortable with you.  You want them at ease.  You want them disarmed.  You want them to BE THEMSELVES.  Because if they aren’t themselves during the interview, believe me, they will be a few weeks into working for you! 

Plus, be very, very, very picky.  Give them all the bad news about working for you first and observe their reactions. 

Oy vey, (Yiddish for oh my goodness) I can’t possibly give you all my secrets in an email!  I’d love to but I don’t have the time!!  I really have to get that book published quick!

Thanks for writing to me and when it’s done I’ll send you a free copy of the ebook!  For now you can read some employee-perk articles on things I have done for my employees that I have - once you hire them, you have to keep them!

Sincerely,
Joy Gendusa
www.PostcardMania.com

Hello Joy,

I am a small spa wanting to grow.  I work very hard every day for about 10-12 hours, Monday through Saturday.  So, I work 60 hours a week and I am
still not able to make a paycheck for a year now.

I really want to market my product now more than my services... services are very important but product is an easier income.

Please let me know what the best marketing for spas is.  I now have a website (www.orlandoskin.com).  I am at a wonderful location. I have great word of mouth referral and I have won awards.  

Thank you,

Teresa
Alkemy Skincare Inc.

Dear Teresa,

First of all, nobody should work 10-12 hours a day and not get paid.  That's awful.  If you pay yourself first you'll figure out how to make enough to pay the bills. 

Looks like from your website that you have loads of products available.  Are you trying to market the website or the spa?  Seems to me like the area you need help in is sales training.  Sales is something everyone needs to be good at.  Kids are the best at sales because they don't let up until they get what they want.  But as adults where taught to believe that its tawdry to sell.  But while you are doing the spa treatments you need to (and your staff needs to) explain why the person can't live with out these products.  Are you busy servicing people all day? I want to understand what occupies your long day.

Sincerely,

Joy Gendusa
www.PostcardMania.com

Hi Michelle,

I did a bit of research within my company.  I asked what is working for our mortgage broker clients now and here is some more data for you:

1) Reverse Mortgages.
 
2) Rate and term extension - meaning they talk the bank into letting the client keep the ARM rate and/or extend the mortgage 5-10 years to lower the payments.
 
3) Short refi - meaning the back refi's the person, but they discount the principal balance so they can afford the payments. (Not sure if we have printed anything for this but I had two people talk about that program).
 
4) ARMS to a fixed FHA - With the FHA higher limits, they have the capability to do the refi but this is a hard program to get someone approved.

Sincerely,
Joy Gendusa
www.PostcardMania.com

Hi Joy,
 
Being in the mortgage business right now is the most terrifying thing in the world.  I am at my wits end trying to stay in business.  Money is not coming in, but my bills still are.  How can I pay for marketing when I am just about broke?? 

We are licensed in several states, and I would love to see if there is any possibility that postcards could work for me.  My company credit cards are maxed out, I could maybe use one of our personal credit cards.  I really need some guidance.  I am scared to death.

Thanks,

Michelle House
Branch Manager Indigo Financial Group, Inc.
 

Dear Michelle,

I recommend that you concentrate on FHA loans since you can get more money on those now… we have our die hard mortgage customers doing large campaigns on this.  But it is rough and what I would do is supplement any postcard marketing with a load of networking.  IF you can make it go right to stick it out you will be doing much better than most after this economy turns, and it will.  Keep your eye on the future.

The other thing I can recommend is handwriting letters to past clients just asking them how it’s going… put your business card in the envelope and ask them to recommend you.  Collect up email addresses from anyone and everyone you come in contact with and email them a personal note with your picture and your company and contact info.  Give out info on the industry and start positioning yourself as THE expert on mortgages.  Don’t show that fear.  Conquer it by getting super knowledgeable in every aspect of marketing that you possibly can and then test it all until you find the perfect combination.  For the next couple years (hopefully less) we all have to work extra hard, talk to more people, send out more mail, get quoted in more articles, make your marketing more pertinent and personal and the survivors will really survive well.

Sincerely,
Joy Gendusa
www.PostcardMania.com