eScoop -Issue 4 - Fall 2016


Sharing stories of expertise from OSBN® members.

Fall 2016 Issue 4


5 Reasons Why Small Business Owners Need

To Join A Small Business Community

by Grace Nasralla, OSBN

1. Build A Network of


Small businesses cannot survive on

their own. In every business most

sales is done through word of mouth

or referrals from people that have

established trust in the business or

the owner of the business. Building

a network of connections results in

getting leads that may turn into

customers or that may send

customers to a business.

2. Learn Best Practices

Business community websites are

filled with information that is of

importance to the small business -

from how to start a business to the

latest trends in business. Business

communities are a great resource to

gain knowledge about how to’s and

where to’s for growing a business.

Whether it be through forums or

group discussions or just postings

on a profile timeline, there is always

something to learn and gain

knowledge from.

3. Stay Motivated

Being a part of a small business

community will definitely help

motivate a business owner.

Entrepreneurs tend to lack

motivation at times as they are

responsible for doing all business


At times they may get overwhelmed

with tasks and lose motivation while

at other times, they may feel they

have run out of ideas and lose

motivation to continue.

A good way to stay motivated is to

find a professional business

community and stay active there.

Stay connected with business

owners on the network, attend

community networking events, stay

visible by placing ads or taking up

speaking engagements during

events, and always offer to help.

That will not only keep a business

owner motivated, but it will also

increase business visibility within

the community.

4. Generate Leads

Business leads come from knowing

people. Meeting people requires a

community. Look for business

communities that have a virtual

platform and that also run events.

That way one will get to meet

people and then stay connected

over the internet to send leads and


One thing business owners have to

remember: in a community one has

to give in order to take. Give leads

and others will send you leads, give

referrals to other business members

and others will send you referrals.

In this Issue:

Grace Nasralla

Founder, OSBN®

5 Reasons to Join a Small

Business Community

Christine Boyle

Discovering the “Buy”

Button – Neuromarketing:

The Cutting Sales Edge

Daryl Landeau

OSBN® Advisory Board


Getting the Most Out of an

Advisory Board

Teresa (Terri) Slack

OSBN® Advisory Board


How Understanding

Personalities ….

Susan Kirschling


5. Enjoy Benefits

Business community websites usually

offer benefits to their members.

Benefits may vary from free services

to discounts and offers, access to

business resources and more. Make

use of these benefits! Many

businesses register at business

community websites and forget about

their account. It’s good practice to visit

business community websites often to

explore new benefits added to









Layers in

the Brain





The Reptilian Brain is the instinctive brain. It’s very basic and governs

information like heartbeat, digestion and other body maintenance items, as well as

survival. It also collects data, facts, and memory and processes this data, meaning

there are not many interpretive, cognitive or emotional aspects working. This

primitive part of the brain is prone to make snap, short-term decisions. You don’t

want your prospects making purchase decisions with this information only. During

her webinar in June 2015 on “Sell and Market Better with Neuroscience”, Christine

Comaford, author of Smart Tribes, referred to this as “The Critter State” - a limited

fact-based part of the brain,

Discovering the

“Buy” Button -

Neuromarketing: The

Cutting Sales Edge

by Christine Boyle, Fusion Enterprises

Scratching your head over why your

prospect didn’t buy when you were so

sure the sale was in hand? It is well

known that customers decide with

their emotions not their primitive factbased


How do you create an emotional

sales process that motivates the


Let’s jump into understanding Brain

Basics then look at how it works and

its importance in the sales process.

Finding your tribe – your “peeps” – is within the Limbic System and is the

emotional brain where people connect with one another, seek belongingness, look

for alikeness, commonalities and mutual behaviours which in turn create trust. It is

the sweet spot for building rapport, relationships and connection as it governs

emotions (emotions are the predominate motivator when we make buying

decisions) and perceptions and processes the data of the Reptilian Brain and

Neocortex and decides how to respond to you.

We evolve significantly in the Neocortex Brain. It is the advanced thinking area

which involves planning, processing and interpretations like deciding if you are an

enemy or friend and how to respond to you and it makes choices like fight or flight,

preserve or protect and, without sufficient data about you, it defaults to negative

assumptions and reactions such as a ‘no’ to the purchase.

How do we incorporate Brain Basics or science into our sales process?

Here is a sure-fire way to structure your sales presentation - Neuromarketing is

brilliant, we actually work in reverse!

Process of sales presentation:




The strongest appeal is to the Limbic System

- Are you one of ‘me’?

- Do we have similarities I align with and can belong to?

- Have you built my trust and safety in my decision?

- What is our emotional tie?

Make emotional connections here.

Feed the Neocortex Brain

- Reduce anxiety and fear with information, planning and solving problems.

Don’t ignore the Reptilian Brain

- Include facts, stats and figures.

The Reptilian Brain is the root of the decision process and now will also assess

the Limbic System and Neocortex data to justify the purchase.

Process of decision making




Reptilian Brain makes the decision and assesses Neocortex and Limbic System

data to justify the purchase. Give me the facts – is generally a defensive, anxious,

risk-adverse and reactionary mindset.

Neocortex Brain assesses friend/foe, safety/fear, is self-aware, thinks, evaluates,

plans and problem solves.

Limbic System is the root of emotions, connections, sameness and relationship.

Discovering the “buy-button” is now easier as you appeal to the person’s

three brain parts to create a powerful sales process.

Perhaps you’ve been missing a component? Successful sales people no longer

sell by pushing the client or by presenting two fact-based A/B options. Instead, we

can leverage:

- The knowledge of how people make decisions.

- The science of the brain.

- The complexities and emotions of the person.

The human need for emotional connection, dispelling their fears and

understanding why they need to make safe and sound buying decisions is


I’d love to hear from you and welcome your stories, struggles and successes, and

how you’ve added this cutting edge tool into your business.

Getting the Most out of an Advisory Board

by Daryl Landeau, Common-Ground

What is an advisory board?

An advisory board is an informal version of a board of directors

chosen by the owners.

- It has no authority

- It just offers assistance as requested.

- It is a good interim step before a formal board, or a way for a

founder to enhance accountability and experience.

The Ideal

The owner or leader explains the vision, values, strategic plan, and recent

performance of the organization. The advisors pose questions about places

where there might be a misalignment or gap or impracticality. "If your

growth is X, and your resources are Y, how will you achieve your vision

which is Z?" The leader poses questions to the advisors, like "What do you

think should be the priority now?"

The advisors don't take over decision-making, but they share opinions, or

help the leader think things through. Meetings are conducted efficiently, not

wandering on tangents. The advisors come from diverse experiences and

are not deferential, so they don't fall into groupthink, but neither do they

disrespect different opinions. Besides, not everything happens in the group

meeting, sometimes individuals offer a bit of coaching or a useful

connection outside of the 'board meeting.'

Thus the organization benefits from better leadership. And the advisors

benefit from the learning too; for some this is a stepping stone to a directorship.

Making the Ideal Real

In order to achieve this ideal, the owner needs to find the happy medium of

openness: not arrogant, not fearful, but willing to be respectfully

challenged. The advisors also must not be arrogant, and not too attached to

their opinions. Better to offer ideas, or even better, pose open questions.

These advisors, who ought to have considerable relevant experience, need

to get informed enough about the particular business and the industry to be

useful. And they need to work well with the other advisors.

Usually a group of 4-6 is the best size for this purpose; enough to get

diverse views and meetings are easily managed. The job of Chair, though

often the leader's, may be better handled by a skilled facilitator/advisor (one

who may have less to contribute substantively), and thus freeing the leader

to focus entirely on the substance of the discussion. The discussions are

informal and do not need the procedural (Robert's) rules that govern true

board meetings.




Strategic Plan

Recent Performance


Share Opinions

Diverse Experiences

Not Deferential






If OSBN® wishes to try this approach and finds it useful, I hope member

businesses will also try it, perhaps with an exchange program with other


How Understanding Personalities Can Create

Happy Customers and Happy Team Members

by Teresa Slack, Financly

I have learned over my many years of customer service delivery that the more I

understand my client’s personality the better the interaction goes. Whether

dealing with an upset client or trying to maximize a sales interaction, the more you

reflect their personality style the more successful the interaction will be.

There are many different personality profiling methodologies, whether colours,

shapes or words, they all do the same thing. They allow you to understand your

own personality more clearly and they teach you to identify other people’s

personality traits as well. My profiling method of choice is the DiSC®. System.

A keen focus on understanding another person’s personality will

allow you to interact in a manner that creates a successful outcome.

The trick is to quickly figure out the person you are

talking to and change your approach to match their style.

As a manager of a sales team, I taught my team to use personality profiles to understand each other and their

customers. What I found is that my team had a better understanding of each other and why certain members of our team

might clash due to personality differences. This knowledge created understanding and acceptance within the team. My

dominant team members understood why our conscientious teammates rubbed them the wrong way. They learned how to

approach different team members in a manner that worked better and created harmony within the team.

The same is true of our customer interactions. If we had a customer with a more dominate personality and a team member

with a more conscientious style, the staff member quickly understood who they were working with and tried to refrain from

high levels of detail that our dominate customer would be frustrated with.

I highly recommend that any manager who wants their team to interact more effectively to learn these techniques to create

a better working relationship. It is a must for anyone that works directly with your customers.

Learn your style first then learn to identify others. It takes time and practice to get good at it. I believe it is time well


To learn more about the DiSC® System check out

The DiSC model provides a common language that people

can use to better understand themselves and to adapt their

behaviors with others.

This can be within a work team,

a sales relationship, a leadership position, or other relationships.

Personality has power to uplift,

power to depress,

power to curse, and power to bless.

Paul Harris

Personality is the glitter that sends your little gleam

across the footlights and the orchestra pit into that

big black space where the audience is.

Mae West


by Susan Kirschling

Getting out of bed on a cold dark morning is a lot easier when the

day ahead is looking pretty good. Everything is going your way and

you’re feeling life just keeps getting better. Sounds good right? But

a little unbelievable that everyday unfolds this way.

As an entrepreneur no matter how good your business strategy,

your marketing plan or your sales funnel all businesses go through

ebbs and flows. How well you get through this cycle depends on

your reason for why you do what you do.

Your “why” reminds you of your commitment to your business.

Napoleon Hill named this “your burning desire”. It’s the emotional

reason or leverage that gets you out of bed after only 4 hours sleep.

It’s what makes you do that one more cold call. It’s what keeps you

in the game. How committed to your business are you?

“Commitment is doing the thing you said you would do long

after the feeling you said it in has gone.”

A strong “why” is the passion that fuels commitment. Some people

call it vision. I call it belief.

Believing in something so strongly that you’re unshakable is your

“why”. Nothing stops you from fulfilling your reason and

accomplishing what you set out to do.

An Ontario small business

network that provides business

owners and service providers

with marketing tools &

opportunities that increase

their business visibility.

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