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TOP OF THE WEEK TO YOU!
(by realwired! CEO, Brenda Dohring Hicks)
Top of the Week to You! is designed to offer the inside scoop and latest of what's important in the world of technology as it relates to the commercial real estate industry. | Format and Sharing...It's Not for the Seriously Paranoid
Let's be a little technical this week. How many years have we used PDF documents because we didn't want them to be editable? Well conspiracy theorists, the seriously paranoid, and those with dark secrets already know that they, PDFs, have always been editable documents. The rest of you normal types might not be so sure. The right answer is that anything electronic can generally be manipulated, but then again so can printed documents with a little Whiteout and a copy machine. The key comes down to what's easy and practical as much as anything else. Of course password protected documents of all kinds help with the non-edit ability and security issues, but let's not go there today.
First, a couple of terms to refresh ourselves:
PDF is "Portable Document Format". It was created in 1993 by Adobe and was and is designed to be viewable on any platform. Generally, there are two types of PDF documents - those created by sending Office files, images, etc. to an Acrobat like PDF printer and those created by scanning physical paper like pages of a book, legal documents, etc.
OCR is "Optical Character Recognition". It is the mechanical or electronic translation of scanned images of handwritten, typewritten or printed text into machine-encoded text. It is widely used to convert books and documents into electronic text files. Once the process is complete, you can handle the document like most other electronic documents...edit, search and print. OCR software is always improving, much like voice recognition. Studies have shown that because documents are being scanned more often, there is also an increase in the need for OCR as the documents need to be shared or re-purposed.
RTF is "Rich Text Format". RTF is a word processing format that works across platforms, Windows, Linex, and Mac. It was developed by Microsoft in 1987 to facilitate document exchange. I had an opportunity to meet and see a demonstration of some of Adobe's capabilities a couple of weeks back. It really got me thinking how cool that program is and, even without fully using all of its capabilities, how embedded it has become in what we do.
But I digress...back to the whole idea of it being editable or not-editable. PDF's are always editable. It's just not automatically editable. So again, I come back to ease of use. We will all default to that which we need most often and which is the easiest to achieve.
Search the web and you'll find numerous programs that will handle the process of converting a PDF to an editable document for you...many are free. Of course, if you have Adobe Acrobat it has its own set of tools/software. Their Export feature handles this with ease. For a simple PDF to text it's just a couple of clicks. Now if you want to preserve some of the layout and other features of the document, you'll want to make sure you select through the available Text Options, which also let you handle images and maintain other "formatting".
What if you have a document that's in PDF format that needs major editing? The best idea is to convert it to Word format, and make your edits. Then create a PDF from that Word document. Not only does this strategy allow you to use the powerful features of each format, but it also allows you to edit and create high-quality customized PDFs using Microsoft Word.
So when to use PDF's and when to use .docs or some other word processing document? Many times it's not either/or. Many times the best strategy is one that incorporates the use of both of these formats. The Word format is clearly the best choice for editing and making changes to works-in-progress, while the PDF format is the preferred option for viewing and sharing documents. So most of us create and maintain an original document in Word format, convert to PDF when it's finished and we are ready to share it with others. In the world we work in, the ease of sharing, and repurposing is key to working efficiency and just getting things done!
Click here to join our blog discussion or simply shoot me an email when you get a chance.
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Sales/Marketing Tip
You Decide Someone has to do it. It might happen for a while by pure chance. It could be that the business will get by on contacts established while the owner was working for another firm before starting the enterprise. Some firms even get by on government money. But sooner or later someone has to do it.
Times change. Old sources of revenue dry up. Senior partners want to retire and junior partners are expected to step up to the plate. Or great opportunities are identified and the question becomes not the Ghost Busters', "Who you gonna call?" but rather, "How you gonna call? And even, "What you gonna say?"
These are not such easy questions, especially when making sales calls was not exactly what you intended for your life. Fortunately there's help. A quick Google search for "sales advice" yielded one hundred and thirty seven million results. A search for "sales training books" discovered five hundred and ninety million results. You can find the answers you need. In fact, you can find any answer that you desire. No matter what you decide there will be some "expert" that agrees with you. Here are some of the helpful answers available to you. I've placed them in pairs so that you can easily choose the "right" one.
When calling people don't give them a chance to get rid of you. Say everything as fast a possible so that they'll be forced to hear your sales point. Or: When calling, be casual and easy to get rid of so that you don't sound "salesy" and people will relax and open up to you.
On a first sales call bring with you as much information as possible so that you will look and be totally prepared. Or, take little or nothing with you because you didn't come to pitch, you came to listen.
Always ask for the order. You must ask for the order at least seven times. Never ask for the order, the prospect has to decide to buy on their own.
Prepare a rebuttal for every possible objection from the prospect. Bring the objections up yourself and let the prospect deal with them.
Tell the prospect that your prices are lower than your competitors' prices. Tell your prospect that your prices are higher than your competitors' prices.
Set short appointments to break the ice and them come back to do the demonstration. Set long appointments and do the whole sale in one meeting.
Try to get to "yes". Try to get to "no".
Of course, the list goes on ad nauseam. I have my opinions about what's best, but then, so does everyone else. The only thing that we can all agree on is that you'll have to call someone and say something.
As in most things, sound guidance can be found in rock and roll lyrics. I leave you with this advice first uttered in 1966 by The Lovin' Spoonful,
Sometimes you really dig a girl the moment you kiss her And then you get distracted by her older sister When in walks her father and takes you in line And says "Better go home, son, and make up your mind." Then you bet you'd better finally decide!
Copyright Mark Fitzgerald, 2009, All Rights Reserved
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Hot Deals/Leads
Retail Strategies, Inc. trades as Downtown Locker Room at 60 locations throughout GA; Chicago, IL; MD; NC; VA and Washington, DC. The stores, offering men's apparel and footwear, occupy spaces of 4,000 sq.ft. to 4,500 sq.ft. in malls and strip centers. Plans call for five openings throughout the existing markets during the coming 18 months. A vanilla shell and tenant improvement allowance are required. For more information, contact Laurie Mazzotta, Retail Strategies, Inc., 100 West Road, Suite 300, Baltimore, MD 21204.
K & G Fashion Superstore operates 80 locations nationwide. The stores, offering apparel and accessories for men and women, occupy spaces of 20,000 sq.ft. in power centers. Growth opportunities are sought throughout Long Island, Bronx, Brooklyn, Queens and Manhattan, NY during the coming 18 months, with representation by Sholom & Zuckerbrot Realty, LLC. For more information, Sholom & Zuckerbrot, LLC, 35 - 11 35th Avenue, Long Island City, NY 11106; Web sites: www.kgsuperstore.com and www.tux.com.
The Cato Corp. trades as It's Fashion at 200 locations throughout AL, AR, DE, FL, GA, LA, MS, NC, OK, SC, TN, TX and VA. The stores, offering trendy junior apparel, shoes and accessories, for girls and boys, occupy spaces of 3,000 sq.ft. to 4,000 sq.ft. in strip centers. Growth opportunities are sought throughout the existing markets during the coming 18 months. Preferred cotenants include grocery stores and Wal*Mart. For more information, contact The Cato Corp., 8100 Denmark Road, Charlotte, NC 28273-5975.
Corner Bakery Café operates 30 locations nationwide. The cafes occupy spaces of 4,000 sq.ft. in corner locations of malls, lifestyle and power centers and urban/downtown areas. Growth opportunities are sought throughout MD, VA and Washington, DC during the coming 18 months, with representation by Transwestern Commercial Services. Outdoor seating space is required. For more information, contact Transwestern Commercial Services; 1667 K Street Northwest, Suite 300, Washington, DC 20006.
So Green Yogurt operates one location throughout San Francisco, CA. The frozen yogurt shops occupy spaces of 600 sq.ft. to 2,000 sq.ft. in downtown areas. Growth opportunities are sought throughout Manhattan, NY during the coming 18 months, with representation by Winick Realty Group. For more information, contact Winick Realty Group, 655 3rd Avenue, 8th Floor, New York, NY 10017; Web sites: www.winick.com or www.sogreenyogurt.com.
Like these leads? Want more? Go to the Dealmakers website for a Free Subscription. The Dealmakers, the nation's weekly news source on retail real estate.
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Featured Internet Site of the Week TripIt
Mobile trip planner for iPhone, Android, Blackberry, and others. Free
mobile phone apps with access to flight status, hotel address, maps,
direction, etc.
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