Many people think that simply attending social or networking events is enough to get their name out there. However, being approachable and remembered are far more important than simply showing up. Here a suggestion on how to become more approachable:

• Always wear a nametag at company events. Seeing your name will make people feel more comfortable (especially if they’ve forgotten it), and your company name can easily be a conversation starter.
• Extend a friendly handshake, and introduce yourself to someone new.
• Walk slower, smile, and look around. Make eye contact with people. This makes it easier for people to get your attention. If you are hanging out in one area, put your cell phone, computer, and other distractions away, so you don’t appear too busy to visit with others.
• Bring business cards with you everywhere. Don’t avoid people if you don’t have time to talk very long — simply say you’re sorry to be rushed. Then give the person you’re talking to your business card, and ask them to contact you to continue your conversation another time.
• Prepare a brief, creative answer for the question, “What do you do?” An intriguing response can easily fuel a conversation.
• Be friendly to everyone, regardless of their job status or title.
• Avoid crossing your arms. You will appear distant and unapproachable otherwise.
• Don’t be afraid to ask questions. This shows you are listening.
• Share experiences, whether successes or failures. People remember stories they can relate to more than hard facts.

Customer testimonials are a great way to reinforce the quality of your products and services. They can also influence the decision-making process of new prospects. When it comes to trying a new product or service, opinions from actual people who have experienced your products or services firsthand are the most trusted form of advertising and promotion. Here are a few tips on how to get the most out of using testimonials:

• Start asking! Many businesses feel embarrassed or don’t have time to ask for testimonials, but the rewards of positive reinforcement by far outweigh the time you spent asking for them.
• Suggest specific topics for customers to write about. For example, why did they choose you over the competition? Have them list a few of your strengths. Or get them to talk about what part of your product or service they liked best, how you were the best value or saved them money, how helpful your customer service and communication skills are, or something similar.
• In addition to offering details, ask for one concise statement that sums up their experience with your business. Then use that statement as a stand-alone quote.
• Use specific names and locations in testimonials to add credibility. For example, if your business markets to other businesses, be sure to use their name, title, business name, and location. Consider adding their company logo or a link to their website.
• Get people talking. In addition to static testimonials, encourage customers to post reviews or talk about your company via social media such as Twitter, Facebook, and product review portions of your website.
• Utilize your testimonials in relevant areas of your website, on brochures, in direct mail pieces, and throughout your marketing.
• Focus on quality, not quantity. Descriptive, quality testimonials will garner much more trust than generic, one-line quotes. And remember, gathering testimonials is an ongoing process, so don’t rush your customers to respond either, or your responses may suffer as well.

There’s an old adage among carpenters: “Measure twice, cut once.” A moment spent verifying a measurement can save the time and frustration of having to re-cut, sand, or replace a board if the size is off by even the smallest amount. Taking shortcuts can literally lead to “short cuts,” which require more time, resources, and expense to fix and make right.

The same idea holds true for pouring a slab of concrete, laying tile, hanging a door, installing cabinetry… and running a business. Sometimes, in the rush to get things done, we all forget to “measure twice” before pushing forward on a project or policy. We think we’re working smarter, when in reality our shortcuts are short-circuiting our efforts and making us spend even more time, energy, and money fixing mistakes we would never have made if we had just taken the time to do it right from the start.

Of course, measuring twice doesn’t mean delaying decisions indefinitely or dragging our heels for fear of making a mistake. That could prove even more harmful than moving too fast. What it does mean is taking a step back, verifying our course, and then moving forward more confidently than before.

So the next time you’re tempted to cut corners, just to get things done, stop for a minute, assess the situation, and make sure those corners aren’t important to the structural integrity of your project before you pull out that blade.

If you had to choose one or the other, do you think it would be wiser to work on your company’s weak points or to push its strengths?

On the surface, it seems that shoring up the weaknesses makes more logical sense, but in reality doubling down to push your strengths and create a wider gap to stay ahead of your competitors is the smarter tactic.

Why?

To stand apart from your competitors, your firm needs a point of differentiation in the eyes of your target market. In the mind of your audience — your current customers and prospects == the strengths of your company are what draws them to you.

Working to widen the gap further accomplishes two things: It makes it harder for your competitors to catch up and entrenches your company as the leader in your marketplace.

Of course, this is not to say you should ignore the weaknesses, but they shouldn’t be your primary focus. Instead, you should devote the bulk of your resources to developing your strengths. By working primarily on your weaknesses, you may inadvertently make your company seem more similar to your competition, rather than having it stand apart.

So throw aside common wisdom and defy the herd mentality. Blaze a path by continually working on advancing your strengths in order to be the thought leader in your market.

Sports and business have long enjoyed a unique connection. Many of the traits shared by top athletes and coaches are as valuable in the boardroom as they are in the locker room. Authors, speakers, and business consultants often use sports-related anecdotes and stories to illustrate points they’re trying to make to a business audience.

Today, I’d like to share a sports-related story with a slightly different twist. This tale doesn’t involve a famous player, team, or coach, and it doesn’t take place in the locker room or on the playing field. Instead, it involves two fans in the stands at AT&T Park in San Francisco.

Earlier this summer, the San Francisco Giants were hosting the Pittsburgh Pirates. In the top of the ninth inning, Pittsburgh’s Ryan Doumit hit a foul ball into the stands, and the cameras caught the image of a young fan catching the ball and then handing it to a stranger in front of him. The move was greeted with cheers from the people surrounding the boy. After some speculation, the TV announcers explained that, apparently, the other fan had caught a foul ball earlier in the game and handed it to the boy as a souvenir. He was just returning the favor.

Sometimes, it’s easy to get so caught up in the negativity around us that we start looking for ulterior motives in every seemingly kind act. But cynicism only breeds more cynicism, and every silver lining does not always involve a cloud. Occasionally, it takes a kind act (or two kind acts in this case) to remind us that fair play, generosity, and sportsmanship are still alive and well — in all areas of life.