 
By
Kip Gregory
Whether you’re an independent advisor or work in a career distribution system, practically speaking you own your business. If you want something accomplished, it’s your job to figure out how to get it done. And my guess is—if you’re like millions of other business owners who struggle to achieve their goals with limited resources—that’s a chronic challenge; one that either leaves you juggling too many tasks and projects yourself, or leads to things slipping through the cracks undone. Neither is a desirable outcome.
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The secret to making it work for you is knowing how to ask your question correctly.
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That’s why I’m so passionate about technology and the web. They offer practical, often inexpensive remedies to everyday problems. Case in point: a little-known service from Google called Google Answers. It’s a godsend if you need to gather information online but don’t have the time—or expertise—to do your own research.
Picture an information bazaar where you can post a question, along with how much you’ll pay for a satisfactory response (anything from $2 to $200 ... plus a 50–cent service fee that Google tacks on). Now envision as many as 500 screened researchers seeing your request and replying with detailed answers. (They’ll even coach you on recasting your question if it’s confusing or too complex.) That’s Google Answers in a nutshell.
The secret to making it work for you is knowing how to ask your question correctly, and paying enough to make answering it attractive. (Google’s researchers work for themselves, not the company.) Consider the following inquiries, and you’ll see what I mean:
Option A:
Where can I go on the Internet to get more information about my target: accountants, attorneys, biotech executives, car dealership owners, restaurant franchisees, etc.? Price: $5
Option B:
I’m a financial advisor in [fill in with your city] looking to target [fill in with your specific audience] in the metropolitan [fill in with your area] area.
I’d like to know what professional associations or organizations cater to this audience; what publications their members read; websites they visit most; when and where they meet; names and, if available, contact information for their board members—both nationally and in my area; the person on staff who is responsible for training and education, membership development, and meeting and publication content.
Lastly, I’d like to get some idea of the pressing business issues the people in this sector are currently facing.
Price $150
Which approach do you think is more likely to generate a better, more concise answer?
You can use this service for whatever you are interested in, whether it’s market research, something on hiring or teambuilding, information about a hobby your clients enjoy, or background on technology you’re thinking of buying. The key is to take the time to frame your question correctly. Write down what you want, describing it as specifically and concisely as you can, and you’re chances of success will increase dramatically.
A final tip
Be sure that what you’re asking hasn’t already been covered. Pick a few terms from your description and do a keyword search across Google Answers, or within any of its 10 main categories (including “Business and Money” and “Computers”) to see what you come up with. You never know … maybe someone’s solved your problem, and you won’t have to spend a penny.
Either way, give Google Answers a try. It’s a cost-effective, quick and painless way to get information that can move your business forward.
Kip Gregory, principal of The Gregory Group and author of Winning Clients in a Wired World, is a consultant, trainer and speaker on marketing, sales and technology issues for the financial services industry. Contact him at 202-364-6913 or at www.kipgregory.com.
MAY 2006
Finding Your Groove
The Art of Listening
The Habits of Top Achievers
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