When tea first arrived in England it was expensive. Not, a little bit pricey expensive, but prohibitive, only for the rich expensive. But it caught on quickly, because, well, it's great.

One woman in the south took a full pound of her expensive cache and sent it to her sister in the north, telling her how marvelous it was. Her sister boiled it, dumped the black liquid off and served it like a vegetable. She wrote back about how terrible it was.

She'd prepared it like a vegetable, which she understood, instead of seeing it for what it was: something entirely new.

Some business folks hear about the 'new marketing' and assume it's just more of the old marketing, except online. They still want instant results, measured in dollars return on dollars invested. They want ways to convince people to buy, no matter what they're selling. They spend time and money bolting a website and blog and email autoresponders onto their old-school advertising.

They're dumping the tea and eating the leaves, and then they wonder why it doesn't work.

If you help your clients with their marketing efforts, you may, like the first woman in the story, assume that they'll know how to brew a pot of social media marketing. Erm, tea. Whatever.

But, like the second woman, they don't. They can't. Because it's so foreign to them, they have nothing to connect it to. Give information away, with no firm plan for monetising it? That don't make no sense!

Had the first woman included some simple instructions along with her glowing praise, the story may have had a happier ending. Don't leave anything to chance. Clients who are new to the new marketing will need a lot of hand-holding, a lot of encouragement and explanation and nudging.

Don't assume they get it, unless you actually see them drinking the tea.

• Marketing Your Services
• Defining Your Ideal Client
• Networking Creates Word of Mouth Referrals

The next call will be on June 1, 2010 and the topic is Converting Prospects to Clients.

Today I'm announcing a special promotion. Anyone who provides a meaningful comment on any one of our blog posts here at Chief Virtual Officer between now and May 30, 2010 will be entered into a random drawing to win the next coaching call on June 1, 2010 free!

Learn more here about the call on June 1 on Converting Prospects to Clients.

Find a friend and role play. Take turns introducing yourselves to each other and asking questions. Critique each other's elevator pitch, hone and refine. Once you feel comfortable, you're set to attend your first networking event.

Take your friend with you for support. But make sure you each go separate ways and introduce yourself to new people. Then on your drive home you can discuss what worked, what didn't, and what you'll do next time.

To learn more about how networking and role playing, join us on the call Networking Creates Word of Mouth Referrals on May 18, 2010. Learn more and register at Event Brite.

Networking should be a vital piece of your marketing puzzle. But the point of networking is not just to have lots of contacts and build your list. You want to build relationships with people so they can get to know and trust you. You also want to get to know and trust them so you can confidently refer them to people you know. Because one of the best ways to get word of mouth referrals is to start giving referrals yourself.

Building relationships means more than just connecting on Twitter or Facebook or emailing someone whose business card you received at a networking meeting. You need to take further steps. Pick up the phone and make a call. If they are in your local area arrange a time to meet and talk. Visit their website and other social networking sites to learn something about them before you approach them. Ask them about what they are interested in before you start telling them anything about yourself. Show a real interest in the other person.

As you start building relationships you will find there are key people who you are drawn to and are drawn to you. They may start referring people to you and vice versa. These key relationships are ones you want to strengthen and maintain.

Take a few minutes and make a list of the top four people in your network that you want to build stronger relationships with. Think about why these four are important contacts. Are they easy to work with or get along with? Do they send you referrals regularly? Are they good listeners with good ideas? Note that information down along with their name.

Now think about what you've given to that particular relationship. Do you spend time on their blog or connecting with them on a regular basis on Twitter? Do you send them referrals regularly? What do you do for them to help them achieve their goals?

Next think about the last time you had a meaningful exchange with that person. Schedule time each month to connect in a meaningful way with that person to continue growing your relationship.

As you take time to build these relationships by networking you will find that there is an increase in your satisfaction. You may also find a measurable increase in the number of referrals you give and receive.

Who are you going to contact today in order to continue building a relationship?

There are a variety of things you could do. Today I'm going to give you three different steps you can take to find that first client.

Step #1: Subcontract for an established virtual assistant. Find an established virtual assistant and build a relationship. Some virtual assistants need additional help from time to time and if you've established a relationship, they may call on when they need extra help. Be aware, though, that the rate as a subcontractor may be significantly less than the rate you would charge a client directly. This is to be expected since as a subcontractor you did not go out and find the client and are not directly managing the project.

Subcontracting is a good way to gain experience and make a little income. I strongly suggest you have some sort of written agreement or contract clearly defining expectations and rate of pay. I know virtual assistants who only do subcontract work and don't want the additional responsibilities that come with managing the client directly.

Step #2: Trade or barter services. Especially in difficult economic times, many solo professionals are willing to trade or barter services. I've know life coaches, business coaches, massage therapists, chiropractors and other service providers that were willing to provide their services in exchange for a virtual assistant's time.

If you could use one of these services, find out if they would be willing to barter. Again, this is a great way to get experience and may result in good word of mouth referrals. If the client is happy with your work, this is a great opportunity to ask for a testimonial to use in your marketing materials.

Step #3: Offer an hour or two at no charge. I know you're wondering right now if I really just told you to give away some of your time without getting paid. Is that what I meant? Yes! However, I did not say you wouldn't get anything in return. Let me explain.

You are brand new, just set up in business and have no clients, no testimonials, no proof you are good at what you do. So why would anyone want to hire you or retain your services for five or ten hours each month? But if you could get even one client, a glowing testimonial and begin your portfolio, then there's a reason for someone to consider using your services. So how do you get that first client? Offer an hour or two for free.

Of course you still want to have a contract detailing the work you will do in that one or two hours. Be sure that both you and the client have the same clear expectations. Let the client know up front that you'd like them to provide a testimonial - if they are truly pleased with your work.

If you provide excellent service, you will find that the majority of clients who you gave an hour or two of time at no charge will want to continue using your services and will gladly pay your fee. I have never been disappointed with my return on investment when I've done this. I've found it's very rare that a client uses their free hour or two and then never comes back.

Since many small business owners are still reluctant to use a virtual assistant and aren't sure what we can do for them, offering a small amount of our time can break the ice. In my opinion, this is not much different than a business coach who offers a free report with the hope that you'll then pay for the more extensive eBook or even pay for his business coaching.

If you're reluctant to offer free services to someone you don't know, you may find a friend or family member that you can do some work for to gain some experience. Of course, this can have challenges of its own.

So what step will you take to get your first client?

One day recently he came in ranting about the incredibly annoying commercial he'd just heard on the radio. "Are they intentionally trying to alienate people?"

Well, sort of.

Some thoughts that emerged during the conversation that ensued:

The commercial was for a fast-food joint I happen to know James won't eat at. He didn't find it funny, although it tried to be. The company spokesperson irritates him. The whole tenor of the commercial grated.

They weren't talking to him, though. They were talking to folks who are already customers, already fans.

Why would they do that? Why would they create an ad that annoys non-fans instead of converting them? Why not find a way to get that non-fan to come in for the new special deluxe extra whatever?

Because it's not a good business model. That non-fan may try the special, but if they're already indifferent or, as in this case, antagonistic, you will not create a convert, a promoter. You'll make a single sale, or a couple single sales, but not a convert.

What about existing fans--folks who already there? Well, that's exactly who the ad is for.

Existing fans were already thinking about trying the new special deluxe extra. A little nudge today, a little nudge tomorrow, and pretty soon they'll remember to have lunch there instead of heading home. And if they like it, it's one more thing to like about a place they're already a fan of.

And what to fans do when they learn something new about their favorite this, that, or other thing?

They recruit more fans. No, they don't try to convert the indifferent, they talk to folks they've already inspected as to fitness, folks who are likely converts. They'll share what they love, extend an invitation, and probably make one or two converts in the process.

Write your marketing materials for your existing fan base. Don't waste time trying to convert the indifferent. Give your fans a flag to rally 'round and a message to go with it, and send them forth.

The result is the Holy Grail of marketing: genuine word of mouth.

So, how can you change that and feel passionate about what you do? Have you ever had a great idea but never found the time to implement it? If you've had an idea to try something new, do it! Find the time or get some help. Make one small change that you can get really excited about. Your passion and enthusiasm will spread into everything you do. Your customers will feel it and will be more inclined to talk to others about what you do. Yes, it will help spread word-of-mouth marketing and result in referrals.

Perhaps you have an initial feeling of excitement for an idea but then thoughts of doubt and caution arise. Before you know it you've convinced yourself not to try that new idea. Why not feed that initial feeling and share your enthusiasm with others. Find a support group of others who are enthusiastic about their ideas and share your passions.

Have you ever felt down and been told to force yourself to smile? After a while you start to feel better. Try this - act passionate about what you do and you'll soon actually start to feel passionate. If you're feeling bored, pessimistic, fearful, ask yourself why. What's the worst thing that could happen if you tried your new idea? You'll often find it's not as bad as you think it's going to be.

So my advice to you today is, be passionate about your business! You'll feel better and your enthusiasm will spread.

What are you most passionate about?

Tuesday morning's meeting with our business associate resulted in clearer ideas of where we're heading in producing a one-day seminar for musicians and authors March 28, 2009.

Wednesday another meeting resulted in potential trade work with a client. She has a great referral system for small businesses. In trade for being a part of that system, I would be able to provide services she needs, such as creating and maintaining a database, making appointments, and audio transcription.

Thursday, thanks to a word of mouth referral from an existing client, I signed a new client. I was also able to finish typing a 40-page document.

This morning I couldn't sleep, was up at 5 am, and spent two hours putting together a three-page document for a teleseminar I'm a guest speaker on later in September.

So now I get to take some time off, right? Not yet. It's still early and I have contact names and addresses to collect into a database for a client, another client that needs PayPal set up on her website, a grocery list to write, yes, it goes on and on. Have a great weekend!

Yet too often we find small businesses not providing remarkable customer service. I recently read Dan Kennedy's Column in the Sacramento Business Journal. He relates a story of being in a fish market a friend of his no longer goes to because of the poor customer service he received a couple of years previously. Mr. Kennedy thought he'd bring this up to the manager now to see how he would respond. The manager blew him off with "that was two years ago...you know about dealing with customers...I don't see what I can do at this point." Nothing more.

Mr. Kennedy states that the business owner should have encouraged him to ask his friend to come in to the store to see him. He should have shown that he cared.

This happens all too often. A customer lost, maybe more if that customer then leaves and bad-mouths the business. What could be done to turn this around, keep the customer and create remarkable service? It doesn't take much. A small personal gesture can make all the difference. In fact, a customer that has a problem solved to their delight is much more likely to tell others about your remarkable customer service.

1. Thank Them for Coming In
Thank your customer for coming in. Everyone has a basic need to feel appreciated. Thanking your customer for coming in makes them feel welcome and valued.

2. Anticipate What They Want
Get to know your customer, develop a relationship. Knowing his name is just the beginning. Once you know your customer, you're able to anticipate what will appeal to him and make relevant recommendations.

3. Give Each Customer Unique Service
Everyone wants to feel special and unique. Again, you need to get to know your customers, paying attention to many different factors and details. Then you can give each customer special, unique service.

4. Smile!
We all like to be around friendly, happy people. Your customer should see a smiling when they enter your business. A smiling face will make him want to come back.

5. Exceed Customer Expectations
When was the last time you had a meeting with your employees or did a survey of your customers to determine what they expect? Once you know what they expect, you can exceed it. Understand what your customer expects from you and then go the extra mile.

6. Connect with Customers on an Emotional Level
Know what motivates your customers. When you show the customer that what is important to them is also important to you, you're connecting on an emotional level.

7. Keep in Touch with Your Customers
We must earn loyalty from our customers every day. Keeping in touch with your customers is not just telling them about a sale. It's letting them know about things of interest to them; it's about educating and informing them about your business or industry. Sometimes, it's just a friendly reminder or a thank you.

8. Educate Your Customers
Offer seminars or classes on topics of interest to your customers. Make sure your staff is informed about your merchandise and able to advise customers knowledgeably. Use signs to explain the benefits of a product, to teach how to use a product, or explain the difference between similar products.