[Read our review of Mathew's Book 'Small Business Rules' here]


JoCarole : Hello and welcome to our December Chat Event! I want to thank everyone for taking the time to attend because I know you all have a very busy schedule. It is my pleasure to introduce Mathew Dickerson, internationally acclaimed author and successful entrepreneur. The topic for tonight’s Chat will be "Small Business Rules" and how to implement them for success. For more information on Mathew Dickerson visit http://www.smallbusinessrules.com. Mathew is the sole Australian featured in the 2006 U.S. published book ‘Top 15 Successful SMB Consultants Worldwide’ and was featured in the 2008 life advice book ‘What I wish I knew at eighteen’. Mathew writes a monthly column for CRN magazine (From the Coal Face) and contributes regularly to a variety of magazines. He has a fortnightly segment on ABC Radio (Tech Talk on the Dugald Saunders morning show).

His third book, ‘Small Business Ru!es’, was recently released and after only two days it appeared at Number 55 on the Amazon bestseller list – outselling Harry Potter. Mathew says, “"Everyone runs their lives by rules - mostly rules that are learnt the hard way.” Mathew is going to reveal some of the rules that are essential to running a successful small business so you can learn from his mistakes."

As a special gift, one lucky community member will win a complimentary copy of Mathew’s book “Small Business Rules” as well as a ‘Small Business Rules” tee shirt and frisbee. Thank you again for attending and now PLEASE join me in welcoming Mathew Dickerson!

Marian : *applause*

Tess : Welcome Mathew, thanks for being here

Mathew Dickerson : Hi. Thanks for inviting me along to the VA forum. It is just after the middle of the day in the middle of summer for me here in Australia currently sitting at a cooler than normal 33 degrees Celsius so a bit different to your weather at the moment. I love interactive sessions and I love to hear what issues people have with their businesses across the world. It is amazing – the more I travel the world and talk to people in different countries from different industries the more I realise that businesses everywhere have similar challenges and issues.
So if you have any questions or any comments to make – if you agree with what I say or you think I am a crazy Aussie with a few kangaroos running loose in my top paddock – please feel free to interject at any time.

The best question / comment / issue brought forward will win a copy of my latest book – Small Business Ru!es. The judging panel for the best feedback will consist solely of myself and no correspondence will be entered into. Don’t worry – I am not as harsh as Simon Cowley. The general theme for today will be to explore some of the concepts that I have brought forward in my latest book. I have created the book based around 52 rules of business. Each rule is illustrated with a cartoon and has a simple one page story to explain the rule and how it applies in a practical sense. It is not designed to be complicated or too theoretical.

Mathew Dickerson : I have looked through these rules and I will further explore with you the ones that I think are going to be of some value to you in your industry.

Mathew Dickerson : Before I start that, though, I want to make some commentary on the general situation of small business and give you some current statistics.

Mathew Dickerson : And let me know if I go too slow or too fast. I am always accused of speaking too fast but I don't type as fast as I talk!

Mathew Dickerson : There is a lot of misinformation and many myths associated with small business. Many people have a romantic notion of wonderful job satisfaction and financial riches delivered from owning a small business. They have images of being in control of their own destiny and swimming in money reminiscent of Scrooge McDuck (#1 on the Forbes Fictional 15).

Mathew Dickerson : The reality doesn’t quite match up.

Mathew Dickerson : Small businesses have a particularly poor track record of survival. The survival rate is known as 20 to 5. 5 years after starting, only 20 percent of small businesses are still in existence. 20 years after starting, only 5 percent of businesses still exist.
Owning your own business can be frustrating as you deal with a range of issues that are outside your area of expertise. Dealing with employees, insurances, taxation, landlords, solicitors, and accountants can take time away from what you love. Only the top 10 percent of entrepreneurs earn more money than employees in equivalent roles, and the typical entrepreneur earns less money than they would have earned working for someone else. Entrepreneurship creates a lot of wealth, but it is unevenly distributed. And this is despite the fact that the average small business owner works 20 percent longer hours than the average employee.

Mathew Dickerson : So the outlook isn’t as great as the romantic image. The chances of long-term success are equally bleak. Six years after starting the process of opening a business, only 30 percent will achieve a positive cash flow, and a staggeringly small 1.5 percent will achieve annual sales over $5 million.

Mathew Dickerson : The reality sounds scary. What can you do?

Mathew Dickerson : Give up now!

Mathew Dickerson : Whoops – I should think before I type. Obviously I am only joking. Only 3 percent of people regularly purchase and read books. The average person spends two hours a day watching TV and only seven minutes reading. Stop watching TV and read more books on how to improve your business. Keep working on ways to be smarter and better than the competition. There is a huge amount of satisfaction to be gained from creating something from nothing and making it better and better.

Mathew Dickerson : Some people look at a good business and say how lucky that person is. Joseph Addison once said, “I never knew an early-rising, hard-working, prudent man, careful of his earnings, and strictly honest, who complained of bad luck.”So, if you accept the fact that hard work and working smarter not harder are the secrets to success, let me share some of my 52 not-so-secret rules with you.

Mathew Dickerson : Looking at your business, the first rule that comes to mind is “Don’t Give Yourself A Back Door.”In business, to a large extent as in life, if you give yourself a soft exit strategy, you will never be fully committed to the actions you need to take to go forward. When it comes time to make a decision to put the hard yards in or take the soft option, if you don’t have a soft exit option, you will have no other option but to put the hard work in and drive forward. In times past, Chinese and Greek generals used a tactic known as “burn your boat” when faced with a crucial battle. When the soldiers landed on enemy shores, their first action was to burn their boats. The message this sent to the soldiers was clear. There was no retreat and no surrender. The only way home was through victory. No voice of doubt in their heads told them they could “run away.” This applies to all facets of life.

Mathew Dickerson : Several years ago, a member of our fine police force decided to start a computer business. He had good computer skills and good ideas about how to run this business.

Mathew Dickerson : I heard about the business soon after it started, and I learned that the owner was keeping his job in the police force while he started the business. He wanted to be sure that the business was successful before he left his day job. He had broken my rule. He had given himself a back door. He had an option about what to do if the business failed.

Mathew Dickerson : To be successful in business, you can’t let yourself think about what the options are if the business fails. You plan well and set up the business to be successful and then use every ounce of your energy to ensure the business is a success. Only look forward.

Mathew Dickerson : The thing that surprised me about this particular business was not the fact that it failed, but that it managed to last over a year before it finally failed! The former owner believes that he did the right thing in keeping his day job as he had that fallback position. He doesn’t realise it was the very action of keeping his day job that led to the demise of the business.

Mathew Dickerson : I thought this rule would be particularly relevant for the people on this forum as I am sure many of you have started out doing some work part time while involved in other work. At some point in time, you have to decide what is your main job and what is your part time job. That transition can be scary – but I recommend you don’t give yourself a back door when you make that decision.

Mathew Dickerson : I am happy to take any comments on this rule or I am happy to forge ahead with another pearl of wisdom.

Marian : I agree with Mathew here. But it IS hard to give up a safety net... especially in this economy.

Tess : We do have a lot of members who work at a job outside the home while developing a practice. Many really need that second income and find it hard, as Marian mentioned, to take that leap.

Mathew Dickerson : Thanks Marian. Sometimes a tight rope walker falls from his lofty height BECAUSE he has a safety net. Without it, he concentrates harder knowing there is no alternative.

GladysS : It is hard to give up safety net when you're a single parent and need the money and health insurance

Mathew Dickerson : Thanks Tess. I don't know your business models backwards but I suspected that was the case. Working out the time to turn part time into full time or turning a hobby into a profession is difficult

Marian : Health insurance is a biggie... I admite that! Although, having read Mathew's book, I can say that his next rule is related to this one in a way. But I won't spoil it.

Mathew Dickerson : Health Insurance is one item that we are lucky to have taken care of in Australia - but I wouldn't want to have an employee who was only working for me for the insurance!

Tess : Yes, we do have quite a few who've done it and done it well though - major kudos to them!

Mathew Dickerson : This is great - I have some more information on your business lives already. Keep up the comments - I will forge on with my next rule but keep the comments coming.

Mathew Dickerson : My next rule is Eat Frogs For Breakfast.

Mathew Dickerson : This might sound a bit strange – I admit that. It isn’t a new diet that Aussies have just discovered. It really relates to time management.

Mathew Dickerson : For a bit of background on this rule explanation, you need to know that most of Australia makes jokes about Queenslanders being a bit behind the time (approximately 20 years is the standard estimation of the time delay in Queensland) and they have a history of ‘interesting’ politicians running the state.

Mathew Dickerson : Play a hypothetical game with me. Imagine that Queensland has just elected a crazy premier (as if that would ever happen!), who had decided to solve the problem of the exploding frog (cane toad) population in Queensland by passing a new law.

Mathew Dickerson : Every Queenslander must eat one frog per day!

Mathew Dickerson : I hope you aren't trying to eat your dinner!

Mathew Dickerson : No one liked this, but everyone knew it was for the good of the state.

Mathew Dickerson : As you walked around Queensland, you saw some people happy and smiling and going about their business while others looked sad and worried.

Mathew Dickerson : The happy residents had eaten their frog for breakfast. They had performed their most unpleasant task of the day first, and everything from then on was easy. How could anything in their day be worse than eating a frog?

Mathew Dickerson : The sad residents were the ones who knew they had yet to eat their frog. They spent their day dreading eating that frog. Some even left it to midnight before they finally ate that frog. Their entire day was spent thinking of that terrible moment when green, oily, warty skin touched their tongue.

Mathew Dickerson : As the hours passed, a lot of valuable time and energy was wasted that could have been productive before facing the inevitable green bedtime snack.

Mathew Dickerson : Wouldn’t it be much better to just eat the frog for breakfast?

Mathew Dickerson : The translation to business? Do the things you like least first and get them out of the way. It frees up the day to revel in what you enjoy most, rather than having the “bad jobs” hanging over your head all day.

Mathew Dickerson : When you face a task that is difficult or unpleasant, the best choice is to put it at the top of your “To Do” list. Got to pay some accounts? Do it first. Got to visit the dentist? Book that appointment. Got to vote in the Queensland election? Get it out of the way.

Mathew Dickerson : I am sure you have some clients that give you tasks that you would prefer not to do or you have some aspects of the business that you find boring or painful.

Mathew Dickerson : Do them first. Give yourself the incentive of doing the unpleasant tasks as quickly as possible and then move on to the aspects of the business you prefer.

Mathew Dickerson : Any comments on this rule (remember the best comment/question wins a book).

Marian : This is similar to Franklin Covey's idea of Big Rocks and Little Rocks

Mathew Dickerson : Franklin obviously got the concept from me!

Mathew Dickerson : I see a common mistake that many businesses make that is covered by my next rule.

D_Victoria_Virtual_Assistance : I just started eating Frogs for Breakfast on Monday..the last two days have been the best and I have felt super accomplished.

Mathew Dickerson : The concept works for the week as well. Get your unpleasant tasks finished on Monday and Tuesday. Frees up your week. I like it.


[Continued in next post...]

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Mathew Dickerson : Fill Empty Holes.

Mathew Dickerson : (Forging on)...

Mathew Dickerson : Do you remember the Cuil search engine? No? You are not alone. On 28 July 2008, a search engine was launched called Cuil that was going to beat Google at the search game.

Mathew Dickerson : It didn’t, and many people questioned the logic of someone trying to take on a giant in market space they “owned.” It makes far more sense to find a spot in the market that no one else has filled and then offer a product or service to fill that market. One of the best examples of this rule is eBay.

Mathew Dickerson : On the U.S. Labor Day weekend in September 1995, eBay was born. Pierre Omidyar, a computer programmer, wrote the code for an auction Web site that he ran from his home computer. Originally called AuctionWeb and hosted on the same server as Pierre’s page about the Ebola virus, the site began with the listing of a broken laser pointer.

Mathew Dickerson : Pierre intended the listing to be a test of his code more than a serious auction, so he was shocked when the item sold for $14.83. Pierre quickly realised there was a hole in the market when he contacted the winning bidder to explain that the pointer was broken. “I’m a collector of broken laser pointers,” was the reply.

Mathew Dickerson : AuctionWeb soon took over Pierre’s entire domain, www.ebay.com, short for Echo Bay, which was the name of his consulting firm at the time. Users of eBay now trade more than $1,900 worth of goods on the site every second.

Mathew Dickerson : You also need products and services that people actually want. I have seen R&D staff develop technically brilliant concepts…that will never sell.

Mathew Dickerson : Do you remember Eyetop wearable DVD players, GPS equipped lingerie, iSmell (allowing your computer to experience smells on the Internet), Microsoft Bob, umbrellas with photovoltaic cells to power lights under the umbrella, and businesses based on the niche of massaging premature babies? These were all real products and services that were never going to make it.

Mathew Dickerson : So find a hole in the market that no one else has filled, and then fill it! For a period of time, you will have a monopoly and be able to set your own business parameters. Sure is better than trying to beat Google!

Mathew Dickerson : Again in your business it is important to focus on areas where you know there is an opportunity rather than trying to butt heads with people that are very successful in a certain area.

Mathew Dickerson : Do you have some examples for me of your environment where you have seen people filling full holes?

Marian : I think that there are often too many VAs who try to focus on Real Estate or Bookkeeping... or are just too general in their offerings

Mathew Dickerson : Or a good example of filling an empty hole?

Tess : It happens alot in our industry actually... yes

Mathew Dickerson : Too general is a good point. The world expects more specialisation.

Marian : I think that's our biggest problem... not enough VAs who are willing, or even capable of venturing into other markets

Tess : Yes, in our industry there are so many generalist service providers that they really get lost among themselves - in terms of marketing, etc.

harrisro : I think most don't know what markets to go into that would have a need...they would have to take a risk

Mathew Dickerson : Give me a brief lesson here - why Real Estate? What aspect do VAs often tackle? Bookkeeping I can understand but Real Estate?

Tess : Those who do specialize and really strike out into their chosen niche do so much better overall...

ladydianab : I think that filling the hole or filling a full hole is actually part of a small business growing pains.

Mathew Dickerson : harrisro has a good point. Finding out the need is a good point.

Mathew Dickerson : I had a process where I invited 15 clients over 15 days to a free coffee with me. For a couple of dollars each I found out what they wanted. Maybe something similar could be done by some VAs?

Marian : Matthew, a lot of Real Estate agents often need assistance with some of their mundane tasks, and try to focus on the sell. But, there's only so much a VA can do without a license.

Mathew Dickerson : And the worst that happens is you spend 15 days have a few coffees.

Mathew Dickerson : Thanks Marian. I wondered how much a VA could do without a license. What about a VA WITH a Real Estate license?

Tess : It's a nice idea but most of our clients are nationwide or even global so it can be hard to do a live-and-in-person coffee

JoCarole : I think that's a great idea Mathew...

Mathew Dickerson : Good point Tess - again I continue to learn.

Bernice : I believe you have to be proactive, it could be coffee or social media but you can't just build a web page and expect the clients to come streaming through. You have to eat a few frogs an get your focus in the right direction.

GladysS : Have any VAs sent out a questionnaire to clients to learn of needs?

harrisro : that seems to be my issue, I have so many people interested, know they need me, but don't know what they are willing to let go of the control of

Tess : But I get your point about just asking what people want - well taken.

Mathew Dickerson : I would suggest a different concept. Send a client a few dollars and arrange a 'coffee' meeting. Tell them to buy a coffee and sit on the phone and talk to you for 20 minutes. A 'virtual' coffee.

Mathew Dickerson : I am doing that now - I have my latte in hand and have a sip while I chat to everyone.

GladysS : harrisro I've run into the same problem with people not letting go

Mathew Dickerson : Surveys are good to - but you need to offer a 'prize' or incentive for answering the questions.

Mathew Dickerson : We use SurveyMonkey at the back-end to build our surveys.

Mathew Dickerson : I will forge on to my next rule - as it relates specifically to having a coffee with clients.

Mathew Dickerson : While thinking about the personal nature of your business I thought of one of my other rules that I think relates well to the high level of personal ‘touch’ that you have with your clients.

Mathew Dickerson : People Buy Emotionally And Justify Irrationally.

Mathew Dickerson : Many people have heard this before except with the word rationally instead of irrationally. I believe if people have an emotional connection with you, they will come up with any irrational reason to deal with you.

Mathew Dickerson : I love it when potential customers visit our store and then walk back in some time later with a catalogue from another store. They walk up to a salesperson and tell them how much better/cheaper/faster the product from the other store is. Once that happens, we know we have the sale.

Mathew Dickerson : If they really thought it was so much better, then they would have already bought it. They are walking back into our store because they felt an emotional connection with our staff/brand/message and want to deal with us. By coming back in, they are screaming out to us, “Please give me any illogical, irrational, specious reason I should buy from you so I can make the purchase and assure myself that it wasn’t just an emotional decision.”

Mathew Dickerson : Once people have made their emotional decision to purchase, they become completely irrational in their justification to purchase. It is as if they are denying the right for a human to be emotional, and they try to put logic and reason into the decision-making process.

ladydianab : Not only are they not willing to let go they are resistant to a change in the way that they do things. Working with a VA is too new a concept for them and letting go of control is too big a change.

Mathew Dickerson : Blokes especially are guilty of this. A man’s man, a true blokey bloke, does not dare admit to having any capacity for emotion, so he has to try to explain a purchase with some logic. Imagine what his mates would think of him if he told the truth and said that he bought an item because he “connected” with the salesperson or felt “comfortable” with the assistant and therefore trusted his or her advice.

Mathew Dickerson : Price—within reason—rarely comes into the purchasing decision.

Mathew Dickerson : I still remember many years ago when I first went for a test drive in a Lexus. I took it home to show my wife. I wanted it but could not possibly justify the expense, and as my wife reminds me often, it only takes me three minutes to drive to work, so why would I need a luxury car?

Mathew Dickerson : I came up with the most irrational and absurd reasons to justify the purchase of that car and fiddled with numbers until it was actually cheaper to own than a bicycle, but that was all I needed.

Mathew Dickerson : I bought my first Lexus two days later.

Mathew Dickerson : When you are dealing with your clients, I would envisage that you have a very close personal relationship and that relationship of respect and people simply liking each other will help drive more business to you.

Mathew Dickerson : I am not suggesting you need to take the relationship as far as cocktail waitresses seem to take their relationships with Tiger but work on getting to know your clients and letting them know you.

Mathew Dickerson : After the laughter dies down from the Tiger joke, do you have any comment on this?

Bernice : Being an effective communicator is key for us. Agree?

Action Jackson VA : I completely agree with the relationship with your client. I love building that closeness with my clients.

Your Virtual Wizard : I would be interesting in the incentives for completing a survey if that fits into this topic.

ladydianab : Many of us are specialized in the area we have the most experience in so our clients know that we can relate to what they are experiencing. There is a strong connection there.

Action Jackson VA : Of course If I met tiger in a dinner lol

Mathew Dickerson : I will make a brief comment on the incentive question (and ignore the dinner comment).

Action Jackson VA : lol

Mathew Dickerson : There are two incentives that work well.

Tess : Janine, we always offered them a '10% off your next invoice' incentive for completing the surveys, but I found that most clients were really excited to offer feedback and add info to keep the working relationship growing.

Mathew Dickerson : The first is a "chance to win this big prize if you respond".

Mathew Dickerson : That type of incentive gets a certain type of person responding as they want to win big. I find it isn't the best.

Mathew Dickerson : The better incentive is typically a "you will definitley get this if you fill in my survey".

Mathew Dickerson : The 10% that Tess just mentioned is a good way of doing it. Sometimes we will offer a piece of hardware or a present to people.

Mathew Dickerson : Anything that they 'want' or anything that is a little exlcusive that shows their opinion has value.

Mathew Dickerson : We have even tried a targetted survey where we sent out a handpiece for a remote control car to 25 people we really wanted comments from.

Mathew Dickerson : We told them that once they completed their survey, they would get the car that went with the handpiece.

Your Virtual Wizard : There is a fine line in building that emotional relationship.

Mathew Dickerson : We received 100% feedback and the information was much more valuable than the cost of 25 cheap remote control cars.

Marian : heheheh...sneaky

Mathew Dickerson : It sounds like 'Your Virtual Wizard' might have a story to tell in that fine line?

Your Virtual Wizard : Between being too personal and keeping a business relationship.

Your Virtual Wizard : I have no story. I like to keep the emotional out of my business relationships. Privacy is important to me.

harrisro : Mathew, what do you think is the best way to establish a relationship and get new clients? Would you say cold calling, email, coming into the place of business?

Action Jackson VA : I dont offer a survey but I do get feedback from my clients. But, I will have to implement this idea you have presented to us.

Mathew Dickerson : You are correct. You do need to stay comfortable within your own comfort zone.

Mathew Dickerson : In answer to harrisro...

Mathew Dickerson : This is really two separate questions. Relationship first.

[Continued in next post...]

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Mathew Dickerson : Establishing and keeping a relationship really comes down to caring - really caring - and communicating.

Mathew Dickerson : If you care about the success of your clients - which I am sure you do - and let them know that you care you have the makings of a relationship.

Mathew Dickerson : Then you need to communicate with the client regularly - at least once every 90 days - so they remember you care.

Mathew Dickerson : Getting new clients is more difficult - but utilise the relationship you already have

Mathew Dickerson : One of the best ways is to ask existing clients whom you have a good relationship with to refer you to other clients.

Mathew Dickerson : Cold calling, email, mailbox drops - these all just work on the numbers game and will return results with a lot of effort and a lot of attempts.

ladydianab : It is amazing what a handwritten card can do for a business relationship.

Tess : I couldn't agree more - referals have made up 90% of all of my new business for the past four years

Mathew Dickerson : I think there are smarter ways to gain new clients and the referral system - not offering payment but just asking a good client - will grow a business quickly.

Marian : That's true. I'm picking up a new client right now who seems to have a LOT of trust in me because another client referred her and told her I was *the* best. That's great to hear, but a bit duanting, too... she likely has high expectations.

Mathew Dickerson : Great comments. I am conscious of the time and the interactivity is great so I will forge on with another rule.

Mathew Dickerson : The next rule relates to deadlines. I am sure you have lots of deadlines that people expect you to meet and expectation management would be a major part of your job. Some people like the idea of deadlines as they make a nice noise as you go whistling past those deadlines...

Mathew Dickerson : My next rule is Set Black And White Parameters.

Mathew Dickerson : Even before getting married, humans tend to have selective hearing. It is human nature to hear a conversation in a way that delivers the most favourable outcome for you.

Mathew Dickerson : When you give a cost, a time, an estimation, or any information to a client, if you use a range, if you use the word about, each party will hear the conversation in a way that is most favourable to them.

Mathew Dickerson : If you tell a client the cost will be about $80 or $90, the client hears $80 and you hear $90. If you tell a client something will be ready in about three or four hours, the client hears three and you hear four.

Mathew Dickerson : The simplest way to overcome this problem is to ensure that every time you are quoting time, dollars, or outcomes, you mention a definite, indisputable number. If everyone is completely clear on what has been promised, it is easy for everyone to agree if delivery has been achieved to expectations.

Mathew Dickerson : If we promise a client an item will be ready by about Tuesday or Wednesday, the client will expect the item on Tuesday morning. When the item is ready on Wednesday afternoon, we may think we have delivered good service, so we would therefore be confused when the client is unhappy.

Mathew Dickerson : Picture a better scenario. “Your item will be ready by 10:00 a.m. on Wednesday, sir.” There is a definite time, and everyone is clear on the promise. If that deadline can’t be achieved, make sure the client is informed of the revised deadline as early as possible. A phone call at midday on Tuesday might go like this: “Sorry, sir, I won’t have your item ready at 10:00 a.m. tomorrow. I will have it ready by noon.” Unambiguous is the key.

Mathew Dickerson : If you finish by 5:00 p.m. on Tuesday, tell the client the good news. Clients rarely complain when you call and tell them you are ahead of schedule! This is particularly relevant for tradespeople—can you imagine a tradesperson who booked a time and either turned up on time or called before the appointed time to say he was running late? He would rule the world!

Mathew Dickerson : We transformed our IT business – in terms of profitability and customer satisfaction – by changing our charging model about 5 years ago. We went from a normal hourly rate to doing every job for a fixed price.

Mathew Dickerson : Sometimes you get the price wrong BUT the saving in administrative tasks and misunderstandings at the end of a job more than make up for some incorrect quotes. It is a much nicer feeling when everyone knows exactly where they stand in relation to a job that is being completed. And you will win work based on this concept alone.

Mathew Dickerson : Any comments on black and white parameters and how they relate to your industry?

Action Jackson VA : I agree and learned that particular step within my first month of working as a VA. But, it is always nice to be reminded.

Mathew Dickerson : Do you sometimes have a 'discussion' with a client about a 'misunderstood' deadline?

GladysS : I much prefer clients to tell me they need something by a certain day and time, rather than within a week, before the weekend, etc. Helps me plan my time.

harrisro : I definitely agree with the parameters. I always give a date or time that is a little past what I know I am going to get the project done in and every time I get such great results from the client on how pleased they are that I am always early...I'll never tell them my secret!

Bernice : Again, back to effective communication. Harrisro, you've got it.

Mathew Dickerson : I am onto you harrisro - I am going to expose your secret to the world

harrisro : It is also important when speaking with a client to give a specific time, such as "please respond by close of business today" instead of please contact me..

Mathew Dickerson : One of my other rules (which I won't go into today) is to Promise X but deliver X+1. That is exactly what harrisro is doing.

Tess : Yes, it works both ways - I build client deliverable deadlines into my proposals and it makes a huge difference in how quickly the things I need to do my job get to me

Mathew Dickerson : I don't want to be critical harrisro, but even be careful with this. Some people understand COB to be 5pm - others understand it to be 6pm or even 7pm. I would tend to go for a straight number.

Mathew Dickerson : I like the idea Tess. Keep the client on deadlines as well.

Mathew Dickerson : We only have 5 minutes to go (an hour goes so quickly) so I will give you one last rule.

Mathew Dickerson : My last rule is directed at everyone on this forum.

Mathew Dickerson : Thank More People More Often.

Mathew Dickerson : Thank you for taking the time to hear some of my thoughts and ideas on ways to improve your business. I don’t confess to being an expert on your profession but I have learnt over the years that business principles are typically business principles.

Mathew Dickerson : Thanks! What a magical word. Imagine you only have one minute left to live. What do you do? Some people conjure up images of jumping off the Empire State Building and enjoying the ride down (you would want to be sure you calculated your trip down to finish after the minute).

Bernice : Thank you Mathew

Mathew Dickerson : Me? I have had almost an opposite experience of one minute to live. My dad died on 20 November 2000 at the age of 82. I visited him in the hospital and knew instinctively that he was not coming home. They were flying him to Sydney for further treatment, but I felt that Dad’s time was nigh.

Mathew Dickerson : With the concept of Dad not having many hours left, I went home and wrote a letter to my dad. I thanked Dad. I put into words how much he meant to me and how much he influenced me. I recounted examples when I felt that Dad was really there for me. I said that I still thought he could push a shopping trolley faster than any other Dad.

Mathew Dickerson : The overall experience was both sad and uplifting for me. I shed many tears writing the letter, and even now, it still brings a tear to my eye.

Mathew Dickerson : I gave it to my dad as he lay in hospital, but I didn’t watch him read it—I asked him to wait until I had left before he read it. Mum told me it gave him a great amount of joy as he read it over and over in the hospital and again on the plane. When Dad did die, I felt much better knowing that he died with the knowledge that he had been appreciated.

Mathew Dickerson : With one minute left, my best advice would be to try to thank all of those people who have helped you. If that is good advice for one minute left to live, why wait until then? As life goes on, you start to realise just how much work it takes from lots of people to make things “just happen.” Find those people—and thank them.

harrisro : Thank you so much for taking the time to speak with us

Your Virtual Wizard : Tess, you state in your proposal when a project will be completed? (If you can) That's very interesting to me and rather clever. Something unique to offer the client.

Mathew Dickerson : Lots of people care about you, and they genuinely want you to be happy and successful. So my last rule is the most serious rule. It is also the easiest to implement. You don’t have to look very hard to find people you can thank.

Mathew Dickerson : With that message fresh in our minds, thank you for your time and now to give out the free copy of ‘Small Business Ru!es – The 52 Essential Rules to be Successful in Small Business’.

Mathew Dickerson : The best question/comment/piece of feedback for the day was received by...

Mathew Dickerson : Drum roll please...

Tess : Great reminder - sincere gratitude goes a long way

Mathew Dickerson : Any last questions or comments before I hand out the prize?

Action Jackson VA : Thank you for talking and visiting with us Mathew. You have given us all valuable rules and ideas.

Marian : Thank, You Mathew!

Mathew Dickerson : Sincerity is the key - and if you can fake that, you have it made! Boom, Boom!

GladysS : Thank you, Matthew, for your time and wisdom!

harrisro : fake it till you make it!

Tess :

Mathew Dickerson : Final drum roll...

ladydianab : This has been fantastic! Can you come back again with more rules to follow? Wow

Mathew Dickerson : The winner today is...

Mathew Dickerson : harrisro

Mathew Dickerson : Congratulations!

Mathew Dickerson : If you have any more questions for me or have some rules of your own that you want to send to me, don’t hesitate to send me an e-mail at md@mathewdickerson.com.

harrisro : woo hoo

Tess : Congrats harrisro!

harrisro : thanks everyone

Bernice : Congrats harrisro!!

GladysS : Congrats harrisro!

ladydianab : Congratulations, harrisro!

Tess : And you should check out Marian's review of Mathew's book http://www.virtualassistantforums.co...ickerson-14503 as well - I just wrapped up reading the book myself and it is awesome -

Action Jackson VA : Congrats

Mathew Dickerson : And that brings our hour to an end. Any final questions before we sign off? I am sure we could take questions past the hour mark if I ask Jo nicely.

JoCarole : congrats harrisro

Your Virtual Wizard : Congratulations harrisro!

D_Victoria_Virtual_Assistance : Congrats harrisro and thank you Mathew!

harrisro : thank you! thank you! all in a days work...lol

Marian : Yes, Mathew.... can you please explain what a stock and station agent is please?

Marian : That's something he references in his book, and I still can't figure it out.

Tess : Mathew your information was really refreshing - thanks again!

Mathew Dickerson : A stock and station agent is like a real estate agent but they sell stock (cattle, sheep) and stations (farms).

Seaboard Consulting : Thank you Mathew

Your Virtual Wizard : Great concepts, Mathew.! Thank you!

Marian : Oh, okay. Thanks! That one got me.

Mathew Dickerson : Not the type of business you see in downtown New York.

JoCarole : Thank you Mathew, wonderful Chat!

Mathew Dickerson : It looks like that wraps it up - have a great evening everyone. Over and out.


[Read our review of Mathew's Book 'Small Business Rules' here]

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