Landing New Clients
Surprise, you have a lot of competition. Some of them are willing to accept lowball offers that actually cost money to process – what are they thinking (possibly unable to do math?). So, to “break thru” you need to be noticed. Many of the most basic items are covered already; your business name, a well written profile (with an “eye catcher” first line), BBB accreditation, and some positive reviews from past clients. But, there is so much more that you can do to stand out.

Do you stand on the shore and mumble “here fish, fish, fish; come to me”? Of course not, to catch a fish you have to go where they are and have proper gear and great bait. Well, your prospective clients are not fish, nor to you plan to “bait & catch” them. But, you certainly want those soon to be clients to call. Go to them; give them a look see of you, and a business card. Of course you cannot visit the world, so Advertise. Being high up on directories is a great start, with some well written bio information (not self praise). Write as if you were talking to a friend, not to a want to be employer. It doesn’t hurt to add as “bait” an uncommon offer. “I process a duplicate copy of your document at no additional charge because that gives you backup in case the one you ship never arrives”. Or, “On my first visit you will receive a 25% off coupon valid for my next two visits”. Feeling brave? “If I am over 15 minutes late the fee is half of agreement”.

Your Interaction with Prospective and Prior Clients
Read the articles on proper phone answering! Stop saying “Hello”. Better is “Good Morning, your name, how can I help you? Then, listen, really listen. If you know something relevant, that the caller is unlikely to know – offer that information – even if it causes you, on this call; to lose the assignment. It’s (in the long run) a better strategy to be helpful rather than deceitful. They will remember you for honesty and being a source of accurate and relevant information. Be sure to get the what, when and where information prior to any fee discussion. Don’t waste much time if a minnow is calling offering a low ball.

You have a great chance to make a positive impression with the written word. Do you include a .vcf file so they can add you to their electronic database? One of my “secrets” is to often include an appropriate image with emails. Not something extolling me – rather something with a bit of humor or informative. I have a large collection of graphics. A few lawyer cartoons, a rose, an elaborate thank you graphic; build up a collection. Humor is always an appreciated break from the routine. Many are the replies: “Thank You, I need a laugh”. Unsaid: “I will remember you”.

Keep the Clients you have Happy
Be real. Don’t be afraid to actually ask a favor. Perhaps 2PM would be a tight schedule; “can we make that 3PM – so I can be sure to be on time”? Giving someone a dollar on departure, as a gift would certainly be insulting. However, a little research will find many useful items that, in bulk, cost about a dollar. Buy some, and “on your way out” present a “thank you” item. I present tiny, add to keychain flashlights; some admit to calling me back just to get an additional one!

Background
In my youth, quite some time ago; I met with Ben Franklin at Fraunces Tavern in lower Manhattan in the colony of New York. He told me that the phrase ‘A Penny Saved is a Penny Earned’ means that it is as useful to save money that you already have as it is to earn more. I found this inspirational, and was causative to this blog entry.

Pennies Saved
Saving money is a double edged situation. Of course you get to keep the cash by not spending it and add to your personal wealth. Naturally this assumes those who you trusted to make a payment to you actually do. Personally, I follow mom’s advice to not trust strangers and most often require PayPal in advance. But I digress. It’s nice to accumulate wealth for needs unanticipated; as well as the anticipation of becoming “elderly”, sick or disabled. Thus Ben was quite correct, simply put: it’s nice to keep those pennies.

However there is the other edge: wise spending. We enjoy choices, many choices vie for our pennies. A quality smart phone that can run wayz (a cell phone based GPS navigation aid) will save fuel and often travel time. Hoarding all income is impractical, if not impossible. The pennies not saved; in effect invested, can yield many more pennies. Mobile Notaries with quality equipment; and, of course the skills to deploy them often prosper. Misers rarely flourish.

Pennies Earned
Pardon the repetition; earning money is also double edged. Multiple dichotomies exist. One can do ten jobs for twenty five dollars each, or five jobs for fifty dollars each. Sure that is an over simplification of the lowballer. However the concept is a valid one. Similarly, the complex and lengthy to process tasks are generally the most lucrative. To get them you need a lot of skill, advanced education; and a reputation of excellence. Notaries compete rather than cooperate. There are many chasing the same few assignments. What to do? The simplest, albeit harshest solution; would be for the near failing, to seek other employment.

John Houseman for Smith Barney, said, “They make money the old fashioned way… they earn it,” Do you really do everything in your power to, in every case; do all that you can to earn your fee? Some do, but many do not. Most of us have probably received a “clean up” assignment. That is one where our employer stresses the need for accuracy and that they probably would “lose their client” if the job was re-botched.

A Closing saved is a Closing earned
A perfect error free package is a joy to receive. All the right boxes were checked and the fill in information was properly entered. Of course the signatures, initials and notarizations were a joy to behold. No need to call anyone, it was done, and done completely right the first time. They are not going to call Ghost Busters Notary for the next job – they call the provider of perfection.

Keep your eyes on what is Important
I was a student pilot flying a little Cessna 150 single engine plane. My instructor believed in making me ready for any situation, As I approached Kobelt airport in upstate New York (a very short runway – under 3000 feet) was before me. I had landed there a few times and knew that a perfect approach, airspeed and elevation was essential; lest I have to call a “missed approach” apply full power and go around to try the approach again.

I spotted something in the middle of the runway – during a rather good approach. I could not make out what it was! My eyes fixed on it for about 2 seconds trying to determine what the obstruction was. Thankfully, I took a look at the bigger picture and noticed that a slight crosswind was directing the plane toward a rather large tree! Flaps up, full power, slightly lift the “nose” – over the trees I went, just above stall speed! The object was my instructor, teaching me to look where I was going….

I doubt you notarize for the fun of it. You want to earn money, the more the better. However just earning money can be somewhat pointless without there being Profit. Some might object to my use of the “P” word – but, even if I offend some – it’s central to this article; and I will use it.

Profit is the money left over after the costs of doing business are deducted from revenue. Many are the callers I speak to that offer revenue, but not profit. A 50 dollar edoc that takes an hour plus each way is a rejected offer – there is revenue; but no profit. We all know the components that go into our costs; no need for me to again enumerate them here. However, some will take any assignment hoping to “show their mettle” – with a higher rate on subsequent jobs. That has never worked – “they” remember the least you would accept and will offer not a penny more.

Keep your eyes on what is Important – Profit. Sure it’s virtually impossible to account for the= share of “overhead” expenses on a per job basis. However, it’s pretty easy to “feel” if you are at least earning what you feel you are worth. Some with a high degree of skill probably will want a higher rate per hour compared to those just starting out. But, for the vast majority of us we desire to earn, what’s the popular amount now? Hmmmm, are your efforts earning 15$ an hour?

Of course that 15$ amount is very low; but some take the bait and make less; how is that possible? Well, with eyes on the important, let us take two views. You decline the lowball and they say “there are lots of notaries who will take what we are offering” – that’s unfortunately true. But so is the flip side, there are lots of firms that are willing to offer more. Stand fast, don’t break ranks to the bottom fisher. Many posts here and on other sites tell you how to make the two most important actions. First, learn a lot about what you are authorized to do. Secondly, make yourself known widely; sure some will be lowballers – you just decline, best done with an “unsubscribe” one word reply.

As my little plane approached the trees I had a decision to make; with very little time to make it. I could have adjusted course and “attempted” to pull off a landing; but I knew my skills were not up to that level of flying. I chose to abort the missed approach – and lived to try again. But, it was a lesson well learned. When landing a plane look where the plane is going. When being a notary look at the “bottom line” and keep aware: will you profit properly or lose by accepting?

You might also like:

Dress Brittish, Think Yiddish
http://blog.123notary.com/?p=8643

Ken’s take on how to be a bad boy/girl Notary
http://blog.123notary.com/?p=22374