Neo-Sage Nickel

A better product/service is the first step to success, right? Not at all.

 About a year ago, I was in a conversation about how to spend money when starting up a company.  The two others in the conversation thought that conserving money and only spending on a better product/service, once you get clients, was the right approach.  I disagreed and advocated spending most of your money on marketing and branding.  They thought I was crazy. 

 The reality is... I’m right!  The problem is that the vast majority of people have no idea what or how important branding and marketing are and feel lost when discussing it.

 Let’s be clear on both.  First, marketing is drawing prospects in to experience your company.  There are many ways to do this and companies should always use multiple channels on the SAME audience.  Yes, multiple on the same.  Frequency and niching is everything.  We are bombarded with marketing all day long and have become almost numb to its effects. So, one needs to hear about your company’s product/service many times from different sources until it connects.

 Therefore, when a lone advertiser approaches and says, “Advertise with me”, unless it’s part of multiple channels, your answer should be NO.  But, what if you have very little money?  Then pick a very small niche and inexpensive methods, such as: flyers, Facebook, networking events, etc… It’s always better to touch a smaller audience multiple times.  An example might be, if you have a budget to send out 6,000 mailers.  Instead of sending it to 6,000 people, send it to 2,000 people three times (preferably with a slightly altered message).  If you can niche who you are sending it to, then you can focus the message.

 Example 1:     6,000 mailers that say:

  “Everyone loves my widgets.”

 Example 2:    2,000 mailers (3 times) to ONLY attorneys that say:

“Attorneys are using my widgets to increase their hourly billing.”

 Example 2 will be far more effective - especially the 2^nd and 3^rd time that they’re seen.

In addition, if you can send an e-mail or get them to log on to your website or Facebook page, or see them at a trade show, that’s multiple channels. Very good!

 Good operations/service will usually keep clients, but unless you get them in the first place (via marketing) you can’t keep them!  Good operations/service is therefore secondary. Everyone knows of companies that have a mediocre product or service, but great marketing and they make a killing!  In addition, we all know of great products/services that went out of business. 

 OK, next is branding.  Branding is NOT your logo!  The next time a graphic designer tells you that they do branding, just smile and nod.  The odds are they do logos – NOT branding.  To be clear, branding is the EMOTION or REACTION that someone gets when they interact with your marketing and operations.  That includes your logo, but it’s just one part. 

 The critical aspect of branding is NOT necessarily being high-end.  It may be, but it’s not required.  What’s required is a consistent message.  Walmart is NOT high-end but VERY consistent and it works.  I completely believe that I’ll get the lowest price on EVERYTHING at Walmart.

 I’ll give you a very simple way to start thinking about brand.  NOTE: There are much more detailed and valuable ways to do this via professional branding firms.  This is down and dirty.

First, think about what you want your prospect/client to feel/think about when your company enters their mind.  Is it fun, smart, elite, safe, best price, luxury, comfort, love, competence, dependable, etc…?  From there you can begin.  All aspects of your brand should somehow wrap around this.  If you’ve picked comfort, then your logo should exude that feeling or an emotion similar to calmness.  You company colors should be comfort colors, your office space/store front should be comfortable.  Your employees should be very welcoming and dress comfortably, etc… Your marketing material (paper and online) should reflect this image too.  That congruent message will work.  That is your brand. 

 To use Walmart again, the stores are plastic and paper.  The floor is basically kitchen tile.  The associates are dressed casually.  The focus is on price, everywhere. The service is, at best, mediocre.  It’s perfect for the brand - a consistent message. People know what they are getting.

 So, why should YOU spend time and money on brand?  Because your brand validates your pricing and your marketing message!

 We all pay more money for the brands that we value.  If you are the most comfortable widget around, your brand is congruent with that message and says comfort, and I want comfort, then I will pay more. 

 In addition, if your brand is consistent, then I will feel more confident that you are exactly what you say you are and I’ll be more apt to say yes and pay your price.   I walk into a store and know that the ACME brand is good, so when I see a product that I like, I just buy it.  It’s ACME!

 Not just that, consistent powerful branding will help diffuse negative situations and miscommunication. When people believe in your brand, they will give you the benefit of the doubt when their experience doesn’t match.  I know that ABC brand has quality goods, so when I end up with a lemon, I think that this is obviously a one-time event and I go right back and get another ABC brand widget.

 This idea works for individuals either in sales or in operations too.  Your personal brand is the same.  What emotion/reaction do people get when they interact with you?  Your clothing, presence, language, tone and body language have an effect.  If you maintain a congruent message of: intelligence, dependability, creativity, speed, competence, etc…then your prospects and/or co-workers will be confident in you and be more apt to trust you, say yes to your requests, and say yes to your price (or salary). Your image within an office is often more important than your actual value!  Surely, you’ve seen this case many times.

Please understand that if you are in a slump, having a hard time, just starting up or just want to grow, your marketing and branding (personal or organizational) are critical and are the FIRST things you should be working on.

Good luck!

 -Larry

 “So much depends on reputation – guard it with your life”.

 -       Robert Greene, The 48 Laws of Power

Making mistakes is a great way to learn how to change, right? Not really!

Making mistakes is a great way to learn how to change, right? Not really!

 

On my radio show last week, a caller asked why people continue to be fooled by outrageous marketing claims even AFTER they have experienced failure!  The lose weight fast, easily while you sleep and still eat pizza and soda everyday plan failed, yet they still buy the next one advertised.  Are these people suckers?  No, they are just human.  The reality is that we are all susceptible to this.   It is very natural for us to continue to make mistake after mistake.  We hate change.

 

 A few years ago, a friend of mine, Michael Weitz (a great personal coach by the way – www.ovationcoaching.com), told me a story about a group of people who had undergone heart bypass surgery and were told by their doctors that if they didn’t change their lifestyle they would die.  After 2 years, only 10% changed,  Only 10% of people who were in an actual life or death situation AND went through a traumatic event!*

 

We are told that doing the same thing over and over again and expecting a different result is a working definition of insanity. Clearly NOT!  This is how we are hardwired and this is actually the definition of HUMANITY.   But why?  Well, there are two reasons.

 

1 - At the most tribal level, change is often bad.  The elders already figured stuff out, so going outside of these teachings may get you (and your tribe) dead!   Plant the right stuff at the right time or we all starve during the winter.  Hunt the way you were taught or you might become dinner yourself. 

 

Also, basic society depends upon many social rules.  Change those rules and you upset the social equilibrium.  That makes people anxious and worried.  You may be a witch and find yourself burning at a stake.   

 

So, we fear change and keep doing the same thing because it feels emotionally comfortable, even if it hurts us physically.

 

2 – The brain doesn’t want two things.  It doesn’t want to die and it doesn’t want to be embarrassed.  Not always in that order.   With that in mind, we will often rationalize ANYTHING to make ourselves right and therefore avoid embarrassment.  The best examples of this are “Doomsday” cults.  Jesus is coming next week or the spaceship is coming tomorrow.  Whatever the ideology, after Jesus and/or the spaceship fail to show up, you would think that the cult is over.  Here is the ultimate proof that Reverend Gorlock was wrong.  NO!  This is when the cults gain the most power!  Yes, the most power.

 

Why?  Because at this point the flock must come up with a logical reason for their savior’s delay and once they do, the brain gets behind it 100% as a self-defense mechanism not to be embarrassed or wrong.   They become even surer that next time is the right time.  And their renewed vigor grows the cult. 

 

So, failure often results in denial, even self-delusion and then more powerful renewed faith. 

 

Does this mean that people are just doomed to keep buying “miracle” pills, machines and books?  Yes.  And marketers know it.  They add two additional pieces to ensure it.

 

1 – They often focus on the desperate.  When we are desperate we want to believe anything and so we do.  If you have tried to lose weight so many times and you are desperate for a magic pill, you are VERY apt to believe in one, even if the last two failed. 

 

2 – They use language and techniques that help you create a logical reason for the last failure.  “This is not like those others”   “This is new and improved”  “Never before…” etc…  Since you want to have an excuse for the last failure, they help you find it. 

 

We all have had this happen to us.  Yes, you too.  It happens in all aspects of our lives.  Maybe it was in business or a relationship or a product.

 

Examples –

 

1 - You are attracted to the “bad boy”, but your last three “bad boy’ relationships were disasters.  You find an excuse for them and when you meet the next “bad boy” he tells you that he’s different and you believe him because you want to!  6 months later, you are in another disaster relationship.  Are you crazy?  No, you are human. 

 

2 – You’ve joined two different Multi-Level Marketing (MLM) or Network Marketing Companies and both times they failed to work for you.  When another person approaches you with a new MLM and you find an excuse and believe this time it will work.   A year later, this one is failing too.

 

These types of stories are everywhere.

 

So, what can we do?  Four things:

 

1 - The most important thing to do is to realize that you are hardwired to do this.  Once you really get this fact, you can see when you begin to act this way and do something about it.  You are NOT immune, no matter how smart you think you are.

 

2 – Do NOT act impulsively.  Once you see what is happening, stop and set a time in the future to deal with this.  Ex.  When you see the commercial for the magic pill, write down that you will look into this tomorrow afternoon.  Now you have time to think and take the emotion out of the equation. 

 

3 – Gain outside perspective from a source(s) you trust.  This can be a friend, a relative or research from websites that you trust. 

 

4 – Tell someone else what you plan to do.  If you can’t or are afraid to, it’s probably a bad idea.

 

Hopefully this will help you be wiser in the future. 

 

“When we are dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bustling with prejudices and motivated by pride and vanity.” - Dale Carnegie

 

Good luck!

 

Larry

 

* An article on this is here - http://www.fastcompany.com/magazine/94/open_change-or-die.html

 

Remember to listen to the Ivory Tower Radio Program – www.IvoryTowerRadio.com

 

People need to see you working hard now more than ever, right? Not now, not ever!

Being known as a hard-worker is critical to keeping your job or getting a new one, right?  Wrong.  Being a hard worker is a good trait, but more important is how you are perceived in the work place and/or the market place.   The reality is that lots of people work very hard and still fail or get laid-off, while many others work very hard and succeed.  At the same time some people work rather lightly and succeed, while others work lightly and get no where.  So what’s the answer?  Perception of CONTINUED effectiveness and efficiency!  This always wins.

NOTE:  This is a modified repost of a Neo-Sage Blog from February 2009.  The subject is still relevant so I've reposted it, slightly modified.

If you are an employee:

 

Probably everyone knows of someone who worked very hard for a company but was still laid off.  The thing to remember is that companies/managers DO NOT CARE how hard you work or have worked.  They will still lay you off.  They care about what you can provide for them in the future.  So, for you to keep your job you need to look like you have FUTURE value to include items like:

   

• Seem to do as much of your boss’s job as is realistically possible:
• As long as you are careful not to look like a usurper, the more of your boss’s job you do, the more he/she will have to do if you are let go!
• Do NOT seem to be working to hard – just seem busy:
• If you are working hard that means you will either leave or will soon be asking for help.  Either way they can’t give you more work in the future - bad.  If you are just busy, that’s good and valuable, and they may think they can give you more responsibility in the future.
• Take managerial control over as many areas/personnel as you can:
• The more people that you manage, the more SOMEONE ELSE (perhaps your boss) will have to manage if you are let go.  In addition, if it looks like you are managing well, they would be better served to fire another manager and put his people under you.
• Have people report to you (paper trail):
• This part is critical – this let’s everyone know that you are busy and important.  Have paper/e-mail coming to you and going from you to your seniors constantly! This paper trail should have benchmarks that have been and that will be achieved for as many projects as possible.

 

If you are a sales rep:

 

We’ve all heard of reps that have lost clients because of shrinking budgets.  Just because you work hard for your client/prospect doesn’t mean that they say yes or give you repeat business.  Working hard just means that you’ll have no time for family and friends, but it doesn’t guarantee more sales or that you’ll keep your job. Here are some good ideas:

 

• Niching now is even more important:
• More time in less industries/sectors means you are most efficient.  As long as these sectors aren’t completely destroyed, you’ll be positioned to get whatever business there is, since many others will be running all over the place.
• Confidence is effective:
• Acting like things are not so bad (whether they are or not) is critical!  In addition, it should seem like your product or service is exactly what they need now.  When prospects are worried or scared, your confidence is the absolute best antidote.  If you seem worried or hesitant, your odds of closing go into the toilet.
• Constant reports with $ values and good pipeline:
• This is similar to the paper trail concept above.  When managers have to decide who to boot and most are performing just at par (or worse), they are more apt to keep the rep that has an OBVIOUS plan for the future.  Lots of reports with dollar values help tremendously.
• Staying in front of clients:
• This makes them feel like they are part of your team.  In addition, you are set up to receive referrals, and any up sell business.  More importantly, they often know who is hiring!  It may even be them.  Many sales reps are hired by their former clients.

 

If you are an owner/entrepreneur:

 

Times are tough for many of us and most owners/entrepreneurs have felt the pinch.  Working hard means that you’ll hardly be home, but it doesn’t mean that you’ll keep your business running.   In fact, you may become obsessed and other relationships may suffer.  No good.  Here’s a better answer:

 

• No one should ever see you worried:
• Clients will think that you can no longer deliver, prospects will think that you about to go under (no new business), vendors will start asking for money earlier and your employees will be a mess (inefficient because of worry) and you best talent may leave.
• Market as if:
• Still market like your product or service is the answer!  So many others will cut their budget and your target market will notice.  You are positioned to get any business that is there and you will be far ahead in the market confidence game when the economy turns.
• Should seem magical – no complaining:
• You should NOT seem to be struggling.  It should seem like you can handle anything and that you were ready for this – even if you weren’t.  So if you are working hard, let it seem like you are having fun.
• Talk about past successes as if they are still current:
• Keep everyone reminded of what great things have happened and speak like they are still happening, such as client success stories and client acquisitions.  In addition, speak about how great the future is.  This will get as many people as possible (both clients and employees) to stay positive.  Clients will pass on referrals and employees will still perform well.

 

The most important thing is to NOT seem to be working hard, but to seem busy and effective - in the best interest of those you want to impress.  Perception is EVERYTHING.  Even if you are working hard or being efficient and effective, if it doesn’t LOOK that way, you will probably still fail.  We all need people to act (or NOT act) for us to be successful.

 

Understanding this and ensuring that those people see what they want to see, will increase your odds of success in whatever you endeavor you are in.

 

 

“Make your accomplishments seem effortless”

 - Robert Greene, 48 Laws of Power

 

"The performance of the expert seems relaxed. The actions of trained people do not seem rushed. "
- Miyamoto Musashi, The Book of 5 Rings

 

Good luck!

 

Larry

Over 90% of our communication is body language and vocal/verbal cues, right? So wrong!

You have probably heard this before from a coach or consultant in some type of seminar or presentation: 55% of communication is non-verbal (body language), 38% is vocal (tone, inflection, etc...), and only 7% is the actual words that you use.  At least that’s what the wannabe self-help gurus would like you to believe.  The reality is…

 

In 1971, Dr. Albert Mehrabian published a study on communication.  The good doctor, a psychologist, released a study that concluded the impact of a message should be classified as 55 percent non-verbal cues (like hand gestures, facial expressions, etc...), 38 percent vocal (like your tone, inflection and such) and ONLY 7 percent the actual words.  This means that 93 % of communication is NOT words!

 

This study has been quoted so many times by so many consultants that most people believe it to be accurate.  It is NOT even close to accurate.  The study is broken. 

 

The study is broken for two reasons.  First, it doesn’t take into account the realities of today’s modern communication, namely e-mail and texting.  Second, it fails to take into consideration who the audience and listener are and their social environment.  Position, image and relationship are the critical facets in ANY form of communication.

 

Looking at the first reason, what are today’s most common forms of communication, both in business and personal life?  Yep, phone, e-mail and text!   We communicate this way all the time with our friends, family and business associates. 

 

When we talk on the phone, where are your non-verbal cues?  Where’s the body language?  Nowhere!  55% is gone!   And where are the tonality and inflexion when we are texting and e-mailing?  Nowhere!  38% is gone!  All you have is words.  They are critical to your successful communication.  Words account for FAR more than the 7% we are often led to believe.

 

Looking at the second reason, how many times have you heard a message from a stranger and ignored it, but then when you heard the SAME message from someone you trust, you accepted it?  Or how often do you hear a marketing claim and disbelieve it, but then see it mentioned in a blog or website message board and then believe it?   This shows how our social environment and relationships affect communication.

 

You might say, well, the doctor was talking about face-to-face personal communication only.  Ok, I’ll buy that.  Then why are business gurus today, who know that the vast majority of communication in business is NOT face-to-face, still quoting this study?   Because they are just repeating the same old folklore and don’t know any better!   Word selection is crucial to your success in business and communication overall.

 

Examples of how image, position and environment affect a message:

 

#1: A very successful man that you and most people respect says, “It’s time for you to focus on marketing.”

 

In this case, you respect the man’s success (image and position) and you are listening to him to get advice (social environment).  You will probably accept his message easily. 

 

#2: A guy you just met selling ad space says IN EXACTLY THE SAME WAY, “It’s time for you to focus on marketing.”

 

In this case, you barely know the man, and you are on guard because you think he has an agenda of selling ad space.  You will probably be very leery of him AND his message even though it’s the same message as in #1.

 

The image and position of the person, as well as, the fact that one of them is trying to sell you something changes how you take the message.  How can we overcome these image and/or environmental issues?  Word selection!

 

#3: A guy selling ad space RE-WORDED: “Right now, all the marketing gurus like, (insert guru that you respect), are telling us to focus on marketing.”  That will be taken much better since he is now attributing the message to someone you respect.  Which words have a better chance of moving you, #2 or #3?  Obviously #3!

 

This all may seem like common sense, but then why do so many believe Dr. Mehrabian’s study?  They haven’t tried to break the folklore.  It sounds good, so they keep teaching it.

 

Your words hold more power than you think, so think carefully and choose them wisely. 

 

Examples of how you are accepted by your word selection:

 

You are late for a meeting.

#1 – “Sorry, I’m late.”

#2 – “I was delayed, please excuse me.”

 

In #1, you are seen as irresponsible, disrespectful or a knucklehead

In #2, you are almost a victim.  Poor you, you got delayed by some terrible thing outside your control.

How would you prefer to start a meeting with a prospect?

 

You want to speak from your heart.

#1 – “Can I be honest?”

#2 – “May I be forward?”

 

In #1, it seems like you’ve been guarded all along.  Maybe there isn’t that much rapport after all?

In #2, it seems like you have rapport and want to open up more.  You’ve been truthful the whole time, but now you want to have a deeper connection.

Which way do want a prospect to think about you?

 

In business, word selection is your most power tool over ANYTHING else!  Never let anyone tell you otherwise.  Choose your words carefully, both connotatively and denotatively, and you will be more successful.

 

Good luck!

 

- Larry

 

When someone is down, tell him to count his blessings, right? Please don't!

Yes, this is a season of both joy and pain.  With the economy the way it is, there will probably be more pain than usual.  So, when we hear someone talk of their pain, we should obviously tell them to count their blessings and look at the good things they have, right?  NOPE!  That often makes things worse.  What we should do is…

 

First acknowledge their pain.  It doesn't matter how we feel about their pain, or even if we think they are exaggerating.  In fact, whatever pain anyone has, someone thinks it’s minor, but to that person it’s major. 

 

NOTE:  This is a modified repost of a Neo-Sage Blog from this time last year.  The subject is still relevant so I've reposted it, slightly modified.

 

DISCLAIMER - THIS ARTICLE DOES NOT CLAIM TO CURE DEPRESSION OR ANY OTHER MENTAL CONDITION. NOR DOES IT CLAIM TO TAKE THE PLACE OF A COMPETENT MENTAL HEALTH PROFESSIONAL. THIS IS TO SHOW THE READER HOW TO HANDLE THE OFTEN AWKWARD CONVERSATIONS THAT BEGIN WITH HEARING SOMEONE’S PAIN/PROBLEMS. 

 

If you do not acknowledge the pain and just start with the common, “Come on, look on the bright side, you have…..”  Or worse, “Hey!  Some people have it worse because…” You probably have done several bad things: 

 

1. You’ve just invalidated the person’s feelings.
2. You’ve shown them that you don’t “get them” and therefore you’ve broken rapport.
3. If you are close to the person, now they feel stupid or selfish for having their worries.  If they are depressed, now it’s worse.
4. If the person was trying to confide in you, they may never try it again and you may have limited a potentially close relationship.

Well done!?

So DO NOT go with the have "gratitude for what you have" idea.  Instead, acknowledge the pain and then DO NOT try and fix it or make it better.  Just ask a question about it.  This shows that you hear them and that you are interested. 

Example:

 

Friend: “Wow!  This year has been really tough.  I don’t know how I’m gonna make it next year.”

 

You (BAD):  “Cheer up.  At least you got your health.  Bob Jones lost his job and he had to check into rehab!"

 

Now your friend feels worse because his pain is invalid!  Good job!

 

You (GOOD): Yeah.  That sucks.  What are you thinking about doing?

 

This will not magically make them better, but they will feel like you are “with” them.  They probably will not button up and may even vent some more.

 

Once they talk, listen and nod a lot (say, “uh-huh” often, if you are on the phone) until they are done.  If possible, tell them about another person who has a similar problem/concern AND who is ALSO WORRIED.  They should not feel alone or singled out.

 

Example:

 

Friend:  “I’m not sure.  I may need to change careers.  My resume isn’t up to speed yet.” Etc…

 

You: (BAD):  “You know Bill Smith decide to go back to school.  That’s your answer.  You should just go back to school like Bill.”

 

Again you’ve invalidated his feelings and his problems.

 

You: (GOOD):  “Uh-huh.  You know Bill Smith lost his job too.  He’s worried just like you.  He was telling me about some of his friends who feel the same way too.”

 

This broadens the blow so he may not take it so personally and validates his feelings.

 

Then ask if he needs any assistance with something.  This should NOT be assumed or forced.  It must be an option for him to deny if he wants to.  It is the thought here that matters more than the actual help.  Of course, make the offer real in case he does want it!

 

Example:

 

Friend:  I don’t know.  Maybe I should just look into becoming a cupcake squiggle inspector.

 

You: (BAD):  I’ll have you meet with Jane Johnson.  She’s a cupcake squiggle Inspector recruiter.  I’ll call her and set a meeting on Monday.  Also, you should call my brother.  He was one out of college.  I’ll have him call you tomorrow.

 

He may just be venting, he may not want help, he may just be upset and grasping at straws!  Now he has to really think about this and then somehow tell you no.  It may also make him feel helpless or silly.

 

You: (GOOD):  OK.  Well, if you want, I know some people in the industry.

 

Let him decide if he wants your help.  He has control and power.

 

If he doesn’t want your assistance, leave it alone and move on to another subject.  You are NOT doing him a favor by trying to solve his problem.  Things will just become awkward. 

Tell a positive story about someone else - not you or him.  It could be anything, just positive and try to move on.

 

So remember:

 

Acknowledge

Ask

Nod

Broaden the Blow

Offer

Nice Story

Move on!

 

Good luck!

 

Larry

 

Love - never saying you're sorry? Not quite!

While we all want to have perfect relationships where everyone always loves, we can't.  There will be problems, and sometimes you’ll be responsible for them.  So, just quickly say that you're sorry and explain the reason, right?  No way!  That's the fastest way to scar your relationship, whether it’s business or personal. 

The thing to do is to realize that when someone is angry at you it's usually because of a perceived lack of respect and/or control.  So, you need to increase the perception of respect and control, more than relieve your own conscious by apologizing!  Therefore, you do NOT want to rush to say, “I’m so sorry!” 

If you just announce that you are sorry, you have compounded the problem.  Your apology will not be believed, their anger will be validated and awkwardness will linger in the room like a full elevator that all of a sudden has “funny smell” and the next floor just can’t get here soon enough.  So, when someone is angry, what do you do?

1 – Find out exactly what happened (eases the complaint and begins to return respect and control as they speak) –

            DO NOT start with, “I’m so sorry.”  Start with, “Oh my god, what happened?  Let’s get to the bottom of this!”  You must become a concerned advocate.

2 – Broaden the blow by showing that the issue wasn’t personal (eases the complainer, since it wasn’t personal, a little more respect is gained.)

            Show how others were affected or how it was a company-wide issue or you weren’t thinking about any individual.

3 – Express that the person is important/valuable and that this shouldn’t have happened to them (they gain respect)

            Explain how this is unacceptable and that it must be remedied.

4 – Apologize (they gain respect)

            NOW apologize!  It will be believed and will land well since you have shown your respect for both the person and the issue.

5 – Explain how it will be “made right” (they gain respect)

            You say what will be done to make it right, like a discount, a token, a gift card, free shipping, a new product, etc…

6 – Explain how measure will be taken so that this doesn’t happen to them again (the gain control)

            You must let them know that things are gonna change because of this and that they are so valuable that you will be preventative form now on.

7 – Follow up and specifically ask if they are happy with the repair (use law of consistency to bring them back to you)

            You need to get them to say, “Yes.”  This will often make them MORE loyal to you than if nothing happened at all.

Examples:

Business:

Your order to the client is completely wrong and late.  Your client says, “I can’t believe this, I have to reschedule my meeting because this is all wrong and late!  You guys suck!”

YOU:

1 – “Oh my god, that’s terrible!  What happened?  What was wrong?”

Client: Angrily tells you what happened and says how you screwed everything up, you are unprofessional, and your company sucks, etc…(you quietly nod as the client vents at you)   Slowly the client begins to calm a little.

YOU:

2 – “You know, we’ve had a lot of turnover in the processing center and a few clients have complained.  Our sales reps have been jumping through hoops trying to repair orders.   .  It’s been a mess.”

Client: Not as angrily says that this is no excuse and asks why the hell you aren’t doing something about it!  Your company sucks

YOU:

3 – “You are right!  You are very important and we need to treat you better.  Our interior problems shouldn’t affect you.  You do not deserve this.”

4 – “I’m very sorry about what happened, please let us make this right.”

Client:  Even less angrily, tells you that it’s not the end of the world, but this really affected his business.

YOU:

5 – “Yes, you are right.  To try to make it up to you, I’m going to express ship you a new order at no charge.  In addition, to try make things right, I’m going to credit you for free shipping for your next three orders.”

6 – “And in the future, every time your order comes in, I’m going to personally take it to processing and supervise the packing  AND the shipping, so this will not happen again.”

Client:  Not angry at all, tells you, “That seems fair.”

YOU:

7 – “I hope this shows you how valuable you are, how sorry we are for our mix up and how we’ll fix it in the future.  Is that satisfactory for you?”

Client: Feeling better, says YES!

Personal:

You forget to pick up your significant other (“SO”) from a social event.  Your significant other is angry and says, “Why do you ignore me all the time!  I waited for an hour before taking the bus!”

YOU:

1 – “Wow!  What happened?  Where were you?”

SO: Angrily tells you what happened and says how you are absent–minded and inconsiderate, etc… (you quietly nod as SO vents at you)   Slowly SO begins to calm a little.

YOU:

2 – “You know, I’ve been so distracted with work recently.  My friend Bob is angry because I forgot his party, my boss got mad because I missed a meeting, it’s been tough for everybody around me recently.  I’ve been a mess.”

SO: Not as angrily tells you how he/she understands, but that’s no excuse to ignore your SO!

YOU:

3 – “You are right!  You are very special to me and I need to be better.  You do not deserve this and I will be better.”

4 – “I’m sorry about what happened, please forgive me.”

SO:  Even less angrily, tells you that it’s not the end of the world, but it’s happened before and he/she was hurt.

YOU:

5 – “Yes, you are right.  To try to make it up to you, I’m gonna take the kids out this whole weekend and give you some alone time to take care of yourself.”

6 – “And in the future, every time you need me to pick you up, I’m gonna pick it in my blackberry as an urgent alarm an hour in advance, so I never miss this again.”

SO:  Not angry at all, tells you how nice that is.

YOU:

7 – “Is that OK, sweetheart?”

SO: Feeling better, says YES!

While this is not perfect, this template gives you the best chance of keeping your client.

Good luck!

 

Larry

 

We're rushing to Sustainable Energy, right? Not really!

We constantly hear about sustainability in building, manufacturing and energy.  Sustainability is a huge buzz word.  If you asked 10 people on the street, “Do you believe that sustainable energy will help alleviate poverty?  Disease?  War?”  Surely, 9 out of every 10 would say, “YES” to each of these!  If you then asked,”Do you support, or should we as a nation, strive for sustainable energy for the world?”  Again, surely 9 out of 10 would say, “YES!”  So, obviously, with this type of clear support, we are quickly moving towards this goal, right?  Not really.  The reality is that this goal may be far away.

 

Why?  Because we need more than verbal support, we need action.  Well, we all know that thought and support translates into action, right?  NO.  How many times have you seen people become very excited about an idea, a product or a service and then never actually do anything?  Often?  Sure, you probably have done it yourself. 

 

How can we encourage action?  We have to deal with the factors affect inaction!  In the case of energy there are many factors affecting this.  But the great part about this is that most of these factors are common to the situations that you face all the time in your business and personal life:

 

1 – The devil you know is better than the devil you don’t know!

 

Energy companies, vendors, affiliates and customers all know how the current game works.  They know that there are problems, but there will be problems with something new too.  They have accepted the current problems and found ways to mitigate them enough to feel satisfied.  New problems are scarier!  “Maybe we should spend more time researching.  Are things really that bad?  They seem to be working, right?”

 

This is a common underlying feeling; even for those who ostensibly support change.  Therefore, we must get them to see the realities of both “Devils”.  Yes, there will be problems, but which is the lesser of two evils?  We are already skilled at showing the value of our idea, product or service.  But, we have to get them to see the BAD aspects of their current situation, without tearing it down ourselves and seeming petty.  The goal here is not to convince, but to cast serious doubt on the current system.  Any change is scary, so we need to make the current system even scarier.  This will open their minds to moving forward with a new system.  So, guide them with questions to see the pitfalls of what they have now.   Examples may be:

 

Business:  Trying to sell a new product

            “Jim, with your current system, how many hours of work are you losing to downtime?  How much money does that equate to?” 

           

Personal:  Trying to go to the movie that you want

            “Jane, you know, if we don’t see this blockbuster movie tonight, what will we feel like when everyone else is talking about it tomorrow at work?”

 

This should get them to see the problems in their current system (or idea) themselves.  Of course, these are just concepts and must be tailored to your situation, but the ideas are very powerful, open a person’s mind, and they are much better than, “But, my idea is better than yours!”

 

2 – It’s easy to stay with the status quo.

 

Right now, the current energy situation is simple.  Coal is cheap, plentiful and easy to get.  Oil is locked deeply into our infrastructure and culture and the systems are moving like clockwork. “Why rock the boat and change what is clearly working relatively smoothly and profitably?  So, let’s just put all this sustainability stuff on the shelf for a few more years.”

 

On the surface this makes sense. Just because the benefits are clear, and even if we all agree on them, if they seem to be far off into the future and things look good now, it’s very hard to get people to change.  So, to deal with this we must show some immediate benefits to change.  Here is where incentives and short term value have to be built.  Examples may be:

 

Business: Trying to sell a business service

            “Kate, as soon as you start this, your entire team will see how much you value their workplace.  You will see an increase in productivity right away and you’ll have less turnover this year.  This means your sales force will close more deals and fewer of them will move clients to your competitors when they leave!”

 

Personal:  Trying to get someone to go back to college

            “Bob, the minute people see that you are doing this, their respect for you will soar.  You’ll see a difference in how people treat you the next day.  You’ll be seen as smarter and savvier and that will only help you in both business and with the ladies!”

           

Again, these are only concepts and must be tailored to your situation, but this will move them closer to pulling the trigger on something that may seem like it’s not so critical right now and it is much better than, “But, think about the future!”

 

3 – One person is a tragedy but a million is a statistic.

 

The statistics and data regarding our current energy infrastructure are massive and terrifying.  Almost everyone would agree.  But, they are TOO massive and terrifying to actually move most people.  Yes, they are too big and therefore they cannot truly be grasped by most.  Everyone knows that millions of children are hungry in the world, but we do nothing.  Then we see a TV commercial about one girl in a far away land and we act!  We “sponsor” her and start sending her money every year.  Why?  Because statistics are impersonal, nebulous and don’t land in our brain, but once you make it personal (make it human), we can process it and act.  Examples may be:

 

Business: Trying to sell a phone system

            “John, just think about how much easier Phyllis, on the 1st floor, will have it once this system is set up.  She is going to be able to get all the calls forwarded much quicker and easier.  She’ll be happier and nicer on the phone to your customers.  She won’t make those same mistakes anymore that drive Janice crazy.  And now, Tom, can use her more to assist with his admin work.” 

 

Personal:  Trying to get someone to come to a party

            “Susan, I know you don’t like most of the people there.  But, think about how Harry will feel when he sees you there.  He knows that you don’t want to be there, but when he sees you, he will know that you came just for him and it will make his evening.  He’ll be so happy he may jump up and down.  It will mean so much to him.”  

           

As always, these are concepts and must be tailored to your situation, but this idea of “humanizing” your idea, product or service, will always have a more powerful affect then just data.  This will help them validate action much better than, “But, look at all my information and data!”

 

To recap:

 

1 – Get them to see problems of the current situation - create doubt!

2 – Create immediate benefits along with long term gain.

3 – Make it personal, put a face on it.

 

If you want to move any agenda forward, even something as crucial as sustainable energy, you have to use all the tools we have to “MOVE” the people with decision making power to act NOW!  Facilitating major change is not easy, but very possible.

 

Using these techniques will help us all!

 

Good luck!

 

- Larry

The Three Secrets to Success. Not what you think?

The Three Secrets to Success. Not what you think!

 

Obviously, if you want to be successful, you've got to do what you love, be the best and work hard, right?  NOT AT ALL.  That's what so many "gurus" will tell you, but they are wrong.  Others will tell you that it's all about passion - also false.

 

How are these false?  Evidence!  Look at each of these guru claims:

 

Do what you love.  Don't you know people who do what they love and can't seem to make any real money?  Sure!  There are lots of people who love what they do, but need to leave it because they can't pay their bills.  This is simply not the answer.  Of course, it is great if you can do what you love, but it in NO way sets you up for success.   

 

Be the best.  Don't you know of MANY products or services that are just mediocre (at best) and make a fortune?  Don't you know of MANY products or services that are amazing, but can't make any money and maybe even go out of business. Again, simply not true.  Being the best definitely helps, but it does not set you up for success.

 

Work hard.  Don't you know MANY people who work really hard, but never get ahead?  They don't make enough money, they don't get promoted, they don't get recognition and they usually aren't even happy.  Hard work helps, it also ensures that you'll have less time for family and friends, but does not set you up for success.

 

Be passionate.  Don't you know people who are passionate about something, but never get the recognition or financial compensation for their efforts?  Being passionate may help you stay the course when doubt creeps in, but that may just make you stay in a bad positions longer than you should!  It does not set you up for success.

 

In fact, in the current environment, many people who are following the above concepts are actually losing their jobs and closing their businesses.  No success there.

 

So why do so many people say that these are the rules for success?  They don't know any better.  When you ask the people who are successful why they are that way, they say that they work hard, are passionate, always try to be the best and do what they love.  That's great, but it's not why they are successful!  They also have two lungs and breath air,  That doesn't mean that if you have two lungs and breath air that you'll be successful. 

 

The millions who have failed don't write books!  If you asked these people how they went about their businesses/careers, they will tell you that they worked really hard, were passionate, did what they loved and tried to be the best - AND THEY FAILED!   Does that mean that the successful people don't know why they are successful?  YES!  Most have no idea.  That's why most of their books are either inspirational or useless.  It is very rare to find one that actually tells you real secrets.  Well, this post will tell you the requirements for success!

 

1 - Be good at what you do.  NOT the best, it's not required.  If you are the best it will help, but you MUST NOT spend ALL of your time on being the best.  You will still get fired!  You will still lose customers!  Your odds of success will go down if you do not spend your time on other endeavors. Get good, slowly improve and move on to other aspects.  That sets you up for success.

 

2 - Change your peer group. This is very hard to do!  Get yourself around the people who you need to be successful.  Whether that's new types of customers, managers, business leaders, politicians, bankers, thinkers or even friends.  Get into new and more powerful circles.  Like it or not, relationships matter.  The old adage of "It's not what you know, but who you know." is semi true.  A more accurate axiom is "It's not who you know, but who knows you."  Who will take your phone call?  That is critical!  Having a valuable "rolodex" sets you up for success.

 

3 - Have a business/career model that is open to positive strokes of luck.  This may seem odd, but LUCK is the one aspect almost never touched on when it comes to success.  Luck is ALWAYS (NO EXCEPTION) a part of success.  It's sometimes (rarely) a large part, like winning the lottery: but mostly it's a small part, like being at the right place at the right time. Whether big or small, without it, there is NO success.  So, set yourself up to receive positive strokes of it.  You need to physically be around people who can help you get ahead.  Market yourself in arenas that may have opportunities for you.  Take stances on issues that people who need you may see.  Be part of organizations that garner respect.  Comment in a way that encourages responses from the right people.  Be ready to step up when the time comes (do NOT be so committed or so worried that you can't act).  Have the resources to make a big step.  This sets you up for success.

 

If you look at what actually happened to most successful people, this is the formula.

 

Remember that most people fail.  If you follow the advice of most people, the odds of your success are low and you'll probably be a statistic.  Follow NOT what they say, instead follow what actually got them success and your odds will go up.

 

Good luck!

 

Larry

 

Anger Never helps! Oh, yes it does!

With so many people being laid off and so much business at a standstill, lots of people are feeling terrible.  A friend recently joked, “Break even is the new profit!”  Sounds like we are all in trouble and just at the mercy of the market!   While we can’t control the market, we can control how we react. When our lives get tough, we have a few ways of reacting…

 

1 - We can be optimistic, which is the best, but VERY hard when things are so bad.  Hence, this is the least common.  The lack of consumer confidence is a great statistic to validate this.   Some people will actually be annoyed if we are optimistic, because they would rather us wallow in misery with them.  How can we become optimistic? 

 

The first thing to do is gain control of WHATEVER you can in your life.  As author Robert Greene says, “When we feel helpless we feel miserable.”   So, do not feel helpless…control your eating habits, your dressing habits, your social circle, control anything! 

 

The second thing to do is plan.  ANY plan is better than no plan.  In fact, a terrible plan is better than no plan when it comes to feeling in control.   Just sit down and make plans.  Of course, try to make good ones.  Get help only from positive people who either already have plans or are itching to make some.

 

The third thing to do is gain understanding of realistic outcomes, even if they are bad.  You will feel more in control if you can see bankruptcy and plan your way through the mess instead of just thinking the world going to end and believing that nothing you do will allay the damages.  Your imagined damage will usually be far worse.

 

Even though becoming optimistic is obviously the best option, there are problems with this:  It’s hard to follow through with the above steps, it’s hard to face reality, we may have to find fault in ourselves, and many people around us are not supportive.   Therefore, most people will go for option two: Self-pity.

 

2 – We can pity ourselves.  Self pity is really EASY.  We can shift blame onto some one or some thing else.  Great!  We have no responsibility.  Most people will go along with our throwing of blame around, because it’s easy for them too.  We can have large “pity parties” and “commiserate”.  Awesome!

 

The problem here of course is you will avoid responsibility and eventually your world will come crashing down around you: financially, physically and mentally.  As silly as this option sounds, many people will simply let this happen.  The huge amounts of foreclosures without any attempts to reconcile or negotiate are great stats to validate this.  They just closed their eyes to reality because it was so hard to view. 

 

Most people think these are the only options.  Nope!  There is a third.   If you have trouble staying optimistic, if you can’t seem to gain control, if your plans seem to be erratic, if you have so many around you who are not positive, GET ANGRY!   

 

3 - Yes, we can get angry.  As Emperor Palpatine, from the Star Wars movies said, “Give in to your anger; it gives you focus.”  It sure does!  You can still shift blame onto someone or something, but now be pissed.   Instead of poor me, now it’s damn that… (economy, boss, client, prospect, company, government, etc...)  

 

Now you can focus on getting back at whichever enemy you’ve blamed.  You can focus on getting an even better job, finding another client, surviving this downturn and starting a stronger company.  You’ll show that son of a #$%@ who you really are.  This yearning for validation and/or revenge can actually focus you enough to start planning.   That means you may even set goals and picture positive outcomes (the showing up of your enemies).  Hence you can gain control and actually shift into optimism.  Or at a minimum, you have a much better chance of getting out of your negative circumstances, when compared to self pity.

 

Is the moral here, to get angry?  NO.  It’s that ANYTHING, even anger, is better than self pity. Self pity is the killer and must be avoided at all costs.  Dreaming of punishing imaginary enemies is better than wallowing in a delusional world of “if only things were better.” 

 

Not only must you not fall into self pity, you must stay away from others who are in self pity mode.  Again, it’s best to be around optimistic people, but if you can’t, it’s better to be around angry people.  You can all plot your revenge together!

 

Everyone knows that we are supposed to be optimistic.  Duh!  Every cheesy new book, self righteous talk show host and new age self-help guru tells us this.  But we are all imperfect human beings full of emotions.  So, often it’s just not that easy.   How many of us can remain optimistic when our livelihood, our life style and/or even our families are in peril?  If you can, great!  Most of us have a really hard time.  Even so, it is still critical to stay far away from self pity.  And as crazy as it may sound, anger is a good temporary refuge. 

 

Good luck!

 

 

Larry

Hard work is more important than ever. No it isn’t!

With so many people worried about losing their job or trying desperately to get a new one, hard work is critical, right?  Wrong.  Being a hard worker is a good trait, but not critical to successfully keeping your job or getting a new one. 

 

The reality is lots of people work very hard and still fail, while lots of people work very hard and succeed.  At the same time some people work rather lightly succeed, while others work lightly and get no where.  So what’s the answer? 

 

If you are an employee:

 

Probably everyone knows of someone who worked very hard for a company but was still laid off.  The thing to remember is that companies/managers DO NOT CARE how hard you work or have worked.  They will still lay you off.  They care what you can provide for them in the future.  So, for you to keep your job you need to look like you have FUTURE value to include items like:

           

• Seem to do as much of your boss’s job as is realistically possible:
  • As long as you are careful not to look like a usurper, the more of your boss’s job you do, the more he/she will have to do if you are let go!
• Do NOT seem to be working to hard – just seem busy:
  • If you are working hard that means you will either leave or will soon be asking for help.  Either way they can’t give you more work in the future - bad.  If you are just busy, that’s good and valuable, and they may think they can give you more responsibility in the future.
• Take managerial control over as many areas/personnel as you can:
  • The more people that you manage, the more SOMEONE ELSE (perhaps your boss) will have to manage if you are let go.  In addition, if it looks like you are managing well, they would be better served to fire another manager and put his people under you.
• Have people report to you (paper trail):
  • This part is critical – this let’s everyone know that you are busy and important.  Have paper/e-mail coming to you and going from you to your seniors constantly! This paper trail should have benchmarks that have been and that will be achieved for as many projects as possible.

 

If you are a sales rep:

 

We’ve all heard of reps that have lost clients because of shrinking budgets.  Just because you work hard for your client/prospect doesn’t mean that they say yes or give you repeat business.  Working hard just means that you’ll have no time for family and friends, but it doesn’t guarantee more sales or that you’ll keep your job. Here are some good ideas:

 

• Niching now is even more important:
  • More time in less industries/sectors means you are most efficient.  As long as these sectors aren’t completely destroyed, you’ll be positioned to get whatever business there is, since many others will be running all over the place.
• Confidence is effective:
  • Acting like things are not so bad (whether they are or not) is critical!  In addition, it should seem like your product or service is exactly what they need now.  When prospects are worried or scared, your confidence is the absolute best antidote.  If you seem worried or hesitant, your odds of closing go into the toilet.
• Constant reports with $ values and good pipeline:
  • This is similar to the paper trail concept above.  When managers have to decide who to boot and most are performing just at par (or worse), they are more apt to keep the rep that has an OBVIOUS plan for the future.  Lots of reports with dollar values help tremendously.
• Staying in front of clients:
  • This makes them feel like they are part of your team.  In addition, you are set up to receive referrals, and any up sell business.  More importantly, they often know who is hiring!  It may even be them.  Many sales reps are hired by their former clients.

 

If you are an owner/entrepreneur:

 

Times are tough for many of us and most owners/entrepreneurs have felt the pinch.  Working hard means that you’ll hardly be home, but it doesn’t mean that you’ll keep your business running.   In fact, you may become obsessed and other relationships may suffer.  No good.  Here’s a better answer:

 

• No one should ever see you worried:
  • Clients will think that you can no longer deliver, prospects will think that you about to go under (no new business), vendors will start asking for money earlier and your employees will be a mess (inefficient because of worry) and you best talent may leave.
• Market as if:
  • Still market like your product or service is the answer!  So many others will cut their budget and your target market will notice.  You are positioned to get any business that is there and you will be far ahead in the market confidence game when the economy turns.
• Should seem magical – no complaining:
  • You should NOT seem to be struggling.  It should seem like you can handle anything and that you were ready for this – even if you weren’t.  So if you are working hard, let it seem like you are having fun.
• Talk about past successes as if they are still current:
  • Keep everyone reminded of what great things have happened and speak like they are still happening, such as client success stories and client acquisitions.  In addition, speak about how great the future is.  This will get as many people as possible (both clients and employees) to stay positive.  Clients will pass on referrals and employees will still perform well.

 

The most important thing is to NOT seem to be working hard, but to seem busy and effective - in the best interest of those you want to impress.  Perception is EVERYTHING.  Even if you are working hard or being efficient and effective, if it doesn’t LOOK that way, you will probably still fail.  We all need people to act (or NOT act) for us to be successful.

 

Understanding this and ensuring that those people see what they want to see, will increase your odds of success in whatever you endeavor you are in.

 

 

“Make your accomplishments seem effortless”

 - Robert Greene, 48 Laws of Power

 

"The performance of the expert seems relaxed. The actions of trained people do not seem rushed. "
- Miyamoto Musashi, The Book of 5 Rings

 

Good luck!

 

Larry