Selling vs. Dating

You're on a first date. You pull out graphs and charts and a PowerPoint presentation to show how much money you make, how many promotions you've received, and all the awards you've won. You ask rote questions that seem to be out of a book or how-to manual.
Think there will be a second date?

Rewind the tape...

First date. You ask questions. You listen. You care. You answer every question honestly. Your intent is not to impress, but to learn, to share, to connect.
Several things discussed peak interest for both of you. You say you'd like to learn more next time. Second date is inevitable, then third, then fourth...pretty soon commitment follows.

Stop selling to your customers and start dating them. Authentically, passionately, honestly.

Make A Difference

Just listened to a teleseminar with Roy Spence, author of the new book, It's Not What You Sell, It's What You Stand For.  

Roy has helped Southwest Airlines, Wal-Mart, BMW and many other companies uncover their purpose.

He shared a great thought.  "The government makes (prints) money.  You make a difference."

So what is it that you do that's different?  What do you do that makes a difference?  What are you passionate about?  Who are you?

I think that in order to answer these questions you need to be honest--really honest.  You need to know who you are--what you do well, what you don't do well.

Once you know who you are, ask yourself who your competitors are and get to know them--what they do well, what they don't.

Then get to know your customers.  Talk to them.  Find out what they do well and then find out what you can help them do better.  

There are things I do well--on my own.  There are things I don't do well, but they are tasks that need to be done.  I'm happy to pay someone or a company to do them for me.

And if what they do for me makes a difference, I'm a customer for life.  Or for at least for as long as they remain true to their purpose.  

Rate integrity?

Do rates have integrity? I don't think so.

But some people do. Some companies too.

I think integrity has more to do with how your treat others, and yourself, than it has to do with the rates you charge for your services.

Last week I received an email from The Breakers in Palm Beach, FL. Stayed there a few times on business trips. The email was offering up to $200 per day in resort credits for food, spa, golf, etc.

Here's the story they're telling:

-They have vacant rooms.
-They want to fill those rooms.
-When you use the resort credit it goes toward stuff that doesn’t cost them $200 to produce.
-You must pay full rack rates to get the credit.
-So you bite.
-Your total cost is less than the last time you stayed there.
-They make a little less on you but a lot more than leaving that room vacant.
-But it’s The Breakers so you know it won’t be available when the place is full.

They get full room rate. You spend less. They fill a room that would most likely go unsold. When you're there, they treat you with respect and super serve you. You have a great time.

Did they lose integrity? Not at all. Probably picked up some positive word of mouth.

And they're keeping people employed.

So, if you make pricing decisions, here are some suggestions:
-Don’t let rooms go unsold.
-Add some stuff to packages that work for your client but don’t cost you as much.
-You’ll be able to remove the stuff when your inventory tightens up—promise.
-If you’re worried about what “everyone” in your industry or market will say, buy some earplugs. (Who is “everyone” anyway?)

And remember, integrity comes from within.

No one can take it from you—without your permission.

Have Enough?

With all the talk about the "tough" economy one might think the sky is falling.

Try this...

Close your eyes (okay...after you read this).

Be still for a few moments.

Ask yourself, "Do I have enough?"

Remain calm and still for a few more moments.

Then ask yourself, "Has there ever been a time in my life when I didn't have enough?"

A few more seconds of quiet.

Open your eyes.

Smiling? Good.

Now call somebody who's looking for a job or going through a tough time.

Because you have enough to give a little.

Will the real CEO please stand up

Telling stories. Everything you do tells a story. About you, about me (how I feel when I hear your story).

So the Big 3 took private planes to DC for their first beg.

The second time (after public outcry) they drove hybrid cars.

Who are they? Are they the guys who fly in private jets everywhere? Or, are they the guys who drive all day to get to a meeting?

I'm not making a judgement here about which mode of transportation they should choose to take. But I do take notice on how and why they made each decision. Which one is authentic to each of them? Did one of them want to drive the first time but were swayed to fly for security reasons? Did one of them say, "I'm not wasting 10 hours in a car just to make a show." And then he was convinced that the show needed to happen?

It was reported this morning that John Thain, CEO of Merrill Lynch, had requested a $10 million bonus. And then this afternoon it was reported that he will "decline" any bonus this year. What happened? Which one is he?

I may or may not agree with private planes and large bonuses in our present economic situation. But I will always agree with being told the truth. I want to feel that what you say is authentic. If I think you're putting on a show then I won't know when to trust you.

So who are these guys?

Who are you?

What's your job?

What do you hear when you ask someone what their job is?

First, a bit of background...

I worked in the radio industry for most of my adult years. Now I have a great group of clients that use radio personalities to endorse their products/services. So now I interact with a lot of radio salespeople.

When I ask them what their job is, here's what I get...

"I'm an account executive for WXXX." Or..."I sell advertising for the leading AC station in Chicago." Or maybe, "I work for (insert Big Corporate Company) and represent the leading adult station in the market."

Why not this?

"I'm a storyteller, a connector. I help local business grow."

If I heard that, I'd say, "Tell me more"!

"Well, I find great companies, with unique products, and I help them tell their story--to thousands of people."

How do you do that?

"I connect businesses with customers by telling authentic, emotional stories on the radio. Real stories that spread--to an audience that is right for their product or service."

How's it going?

"I have great relationships with a lot of remarkable people who lead great companies. They work with me in all aspects of their marketing--because they trust me. They know I won't try to sell them something unless I'm convinced it will work for them. A lot of people think radio is dead, but I know better."

Sound corny? Not to me.

A business that looks for ideas, that surrounds itself with smart people, will love an answer like that.

So, what is it that you do?

Generic Post

A lot of companies are laying off employees--downsizing/rightsizing.

Some see this as a temporary measure--until the economy picks up.

I don't see it that way. Unless I need you.

We've turned into needers vs. wanters. For decades we bought what we wanted. No more.

And this won't change anytime soon.

My parents still save used aluminum foil for the next baked potato. They learned this from their parents who lived through the depression.

Once we realize we can do just fine with what we need, this behavior will last.

Tell stories that fit with this worldview.

The Hyundai Genesis has a great opportunity to succeed. It's a luxury car that's getting great reviews. It rivals similar size cars from BMW, Mercedes, Lexus, Infiniti, etc. in performance, gadgets, and feel. But it costs $10-$30,000 less.

When you drive up in a Genesis you're telling a story. "I like luxury cars but I'm not going to waste money on a hood ornament. I don't need that."

Remember the 1970's TV commercial for the Mercury Monarch? "It looks like a Mercedes but costs thousands less". Problem was, it didn't have much in common with a Mercedes other than the look. (And that was questionable.) But the Genesis does.

Generic brands are becoming stylish. They say a lot about the customer who buys them. And the message is spreading. "I buy what I need."

So if you work for or lead a company that bases its brand on want, your downsizing isn't temporary.

But if you have a story to tell that fits today's customer need, soon you'll need to hire more people.

Technically...it is an ocean view

Have you ever checked into your deluxe room with an ocean view, only to find a small room with a window you have to put your head out and turn 90 degrees to see the water?

Have you ever called to get the free 30-day trial, and found you have to give your credit card number and call back within 30 days to cancel or you'll be charged for 11 additional months?

And if you voice a concern you'll probably be told that technically each statement was true.

But using technicalities isn't a way to lead a business, a family, a life. Technicalities are usually just lies. Lies used to lure us in, to justify a price, or to take the easy way.

They've been around for years and in our current economic environment, we'll probably see more. Why?

Because technically, they work. Sure--they're just short term solutions to grab revenue, grab market share, grab whatever they can get.

And they keep coming up with new ones because we keep buying. Otherwise they'd stop.

But if you tell the truth, then you won't fall for the lies of others.

But if you get sucked in, then you're probably telling yourself something.

What goes around, comes around.

Turn Around

Some homes are built with strong foundations and quality construction. Some companies too.

But some cut corners. Use inferior products or the wrong people.

And for a while all appears fine.

But then the storms come. They huff and they puff.

The storms come for a reason. They weed out the brittle structures, the dying trees, the impostors.

Left standing are the remarkable buildings, the remarkable people.

What type of house do you live in? What type of company do you lead or work for? Who are you?

If you hear the rafters creaking,
feel the windows leaking,
a new path you should be seeking.

(Sorry for that--it just came out that way.)

There are plenty of opportunities for you right now. Why? Because everyone says there aren't.

But...

Everyone isn't you.
Everyone isn't right.
Everyone isn't everyone.

So turn around, walk against the fear. You'll find a path that is less traveled.

Try it. With a smile.

And say hi to Everyone as you walk by.

How To Run A Company (or Win An Election)

Find smart, dedicated people. Hire them.

Together; define your mission, your purpose, your goals. Make sure they are simple. (Simple doesn't mean easy.) Share them--with everyone.

Then start.

Let your smart, dedicated people loose. Make sure they carry the mission/purpose/goals with them at all times. They will be your map, your compass, your guide.

Know that:

• You will hit bumps in the road. Talk about them, laugh about them.
• Fear will creep in. Talk about it, laugh about it.
• You will have an urge(s) to change course, to try different things, to veer slightly off line. Remain passionate and unyielding to your mission/purpose/goals.
• You will be criticized and praised as you move forward. Ignore them both.

Remember to:

• Ask questions. Don't assume anything.
• Tell the truth. Even if it hurts.

And I almost forget to mention...

You'll need a bit of luck, but you'll know how to make it.

Customer Service

Ever heard someone say, "Our company believes in customer service"?

Everyone believes in "customer service".

The problem is that a lot of companies believe in Really Bad Customer Service.

What do you, what does your company, believe in?

What if you believed in Remarkable Customer Service?

What would it look like? What would it feel like? What would your customers say about it? Would they spread the word? Why/How/When/Where/To whom?

And who are your customers? There are the obvious ones--but there are also your peers, your employees, your vendors, your competition. How do you treat them? What do you want them to say about you?

Every interaction with a customer is an opportunity.

Your brand is defined by your customers. They own it, not you.

Do something remarkable today for a customer or for all of your customers. And then just let it go. It'll spread.

Say it forward?

Hi. Welcome to my first blog post.

Say it forward? Yep. This blog is about telling stories. Stories about you. Stories about your company. Stories about your product or service. Stories worth sharing.

If your story is remark-able, your audience will spread it. It's that simple.

You can tell the truth or you can lie. You can do it for others or you can do it for yourself. You can be transparent or you can hide. You can do it out of passion or you can do it out of obligation. Your choice.

But if you tell the truth, passionately and transparently, for the betterment of others, remarkable things will happen.

You can't fake it. Oh, you can try. And for a while you might succeed. But then karma gets in the way. Always has, always will.

So tell the truth. And do your best. And admit when you're wrong.

Your customers will thank you. They'll spread the word. They'll, "Say It Forward".