Jeff Korhan

12 iPhone Apps for Small Business Efficiency, Learning, and Sharing

These are my favorite iPhone apps that help me as a marketer, entrepreneur, and small business owner. 

I have organized them by category. I hope you find a few you can use.  Most of them are free.  Please leave a comment to share your favorites so we can learn from your personal experience. 

The name of each app will link to the website of the application.  No link means the website is not necessarily complementary, and you should just search from the iPhone app store. 

Other links will take you to previous posts where I have described in detail how the app has been successfully used by me or a colleague.

Efficiency

Evernote - This app is invaluable for capturing ideas on the fly, especially for taking action on ideas from the Web.

Batchbook - You can save a great deal of time by having your contacts readily available on the Web.  Batchbook is my choice.  It is especially geared for those of us who actively use social media.  I've commented numerous times on how I'm using Batcbook to simplify my social media work - most recently to insert a form in your blog.  Use the Google search box on this blog to search for others.

It's one thing to access contacts from the cloud.  It's another to have full access to deals in progress and notes from recent conference calls.

Dragon Dictation - This is an amazingly accurate app for capturing notes when paper and pen are not handy - think bedside and bathtub!  It will transcribe your words very accurately.  Then you just email them to yourself.

Tripit - If you travel much at all, you need Tripit.  Just forward all of those confirming emails for air, hotels, and travel to plans@tripit.com.  It consolidates them into an itinerary that you carry with you on your iPhone.  No more scraps of paper to lose.

You can share your Tripit schedule with colleagues who may wish to meet with you when you are in their area.  In this respect, it is a viable productivity app too.

Learning

Google - The Google app brings in much more than search.  This is where I read dozens of blogs by using the Google Reader.  You can also access your Google Docs, Calendar, and most of the other applications Google provides.

RedLaser - Have you ever been ready to make an impulse purchase and wondered if the price was fair?  No problem, Redlaser uses a barcode scan to give you off and online price comparisons.  It costs a few bucks, but is much more reliable than the free apps I have tried.

Siri - This new and free app uses the latest geolocation technology and more to serve as your virtual assistant.  You simply dictate what you need in common language and it serves up appropriate options.  We used it recently while on a family road trip.  It helped me find a Starbucks on one of the upcoming exits.  Nice!

This is the future of apps on this humanized web.  Think of Siri as Google search, Google Maps, UrbanSquare, and Dragon Dictation,  combined with others, and all rolled into one. 

Jeffkorhan -  Are you thinking of creating your own app?  It is easier than you may realize.  I previously described how I created an app for this blog, JeffKorhan.com, so that you can easily access the latest on social media marketing for your small business.

Sharing

Hootsuite - This is my current favorite for using Twitter from my iPhone.  It is especially helpful for accessing your Twitter lists and hashtags.

Documents To Go - I just learned of this powerful app today.  My college roommate is an executive with a Fortune 500 corporation and travels the world to audit financial systems for his company.  He uses this app to have full functionality for Excel spreadsheets and Word docs.

I plan to use this app to do the same with a current project.  I'm co-writing a book with a marketing colleague and we'll be collaborating through Google Docs to hit our 90 day timeline.  You'll need to pay $15 for the premium version, but it is worth the investment.

Facebook - The Facebook app allows you to do most everything you can from your laptop.  And it's free.  I only wish LinkedIn would follow suit and add the same capabilities to theirs.

Typepad - Frequently I notice a typo on this blog while reading a post in the smallest room in my house.  Think privacy and you'll know which room I'm talking about!  Using a few keystrokes and some scrolling I can fix the mistake.

These are my favorites.  How about you?  Leave a comment to share your favs.  And use the buttons below to share these with your networks.

Photo Credit: macmuc

Using Video to Sell Creatively

Relationships Selling

When most of us think of using video on the social networks, it is often with the vision of having that video go viral.  Not that we necessarily want to be worldwide celebrities - or do we? 

That's exactly what can hold you back. If it happens, that's wonderful and something to celebrate. Until then, think about what's important here.  You just want to be known in your market.   

Today I was ready to turn a proposal loose to a new client.  At the last minute I realized that taking an extra 15 minutes to shoot a 2 minute video introduction for anyone who might be involved in the decision-making process would be a good idea.  Is it worth that to get the business?  You know it is.  

We're talking about relationships here.  You obviously cannot develop a relationship with a video, but you can help give someone a glimpse into your personality - what it may be like to work with you.  That is something you cannot do in words.  And that is a powerful use of social media.   

How It's Done

When I tried to load up the aforementioned video to YouTube, I discovered (for the first time) that YouTube was down.   So, I strolled on over to Vimeo.  For one thing, I know the quality of a video presentation is better with Vimeo.  It may not have the audience of YouTube, but the quality is exceptional.

What I didn't know is their system of password protecting a video is very nice indeed.  With just one click they will email the link of your video, along with your personal message and the necessary password to view it.

Time to Think Better

There is tendency among marketers to think bigger - we are trained to reach for more customers.  While social media can help you with that, it also is ideal for helping you to better communicate with that small circle of prospects and customers that know you, that understand you, and are therefore more likely to do business with you.  

There is an energy to marketing.  You know it and I know it.  However, at some point you need to get off of the energy train and focus on the opportunities that are right in front of you.

You understand the tools. Just consider how you can use them to more effectively get results now. 

When we have access to the same tools, and similar skills for using them, it is often creativity that separates us.

You've got that creativity.  How can you use it to differentiate your business?

Photo Credit: Scott Kinmartin

The Highest Use of Your Blog

multiplies your ability to better serve your market.

A few days ago I was talking with a new client.   In our brief conversation regarding the social media strategy for his green industry business, he casually mentioned a specific concern that was the inspiration for my previous post on managing negative comments on the Web.

That post generated a surprising level of interest, on a weekend no less, which reminded me to share with you how I use my blog for its highest use.  While I have previously written about what you should blog about, today I will give you specific methods that you are probably familiar with, but that you may not have developed into a productive blogging strategy.

Listen

Your prospects and customers are a rich source of information that can help you serve them better - provided you are willing to take action.  Your customers presumably share the same issues, concerns, and problems.  Yet, only a few of them will truthfully open up and share their feelings with you.  This is one of the challenges with direct-selling.

One generally underused means of acquiring this information is through online surveys.  You may be able to get more reliable feedback by experimenting with acknowledging the participants identity and keeping them anonymous.  Compare the results and the response rate. Then compare those results with what your clients are telling you in casual conversation. 

One reason I am an advocate of comparing and tracking is that it is easy for a small business with a generally small client base to make false assumptions.  It's easy to assume the minority of vocal clients represent the whole.  It's also easy to assume all of your clients will tell you the truth.   Why would they lie?  A couple of reasons include protecting your feelings and their ego or reputation. 

Have you ever had a client tell you how good you are and then switch to a competitor without warning?  Often the reason is you were not listening.  Or you did listen but didn't take action.

Take Action

Use your blog as an extension of your conversations to show your clients how you can solve the problems you believe are the most relevant.  If it is indeed a relevant problem, you have now enhanced your credibility in a number of ways.  You have demonstrated you are a listener who takes action, and you have provided proof of your capabilities to other customers who may share that same problem.

This may even result in previously silent customers stepping forward to acknowledge your wisdom, which builds your relationship with them, and every other customer who happens to be reading.

Learn

Your blog provides you with incredibly valuable information that you cannot get anywhere else, and certainly not at the low cost of free.   The beauty of blog analytics is they are more likely to be valid because the audience is invisible  They have no reason to give you anything other than the unvarnished truth.  Look for spikes in your traffic and analyze the heck out of them.  Then look for patterns with the posts that created those spikes.

When you are blogging, you are not going to hit the mark as often as you you will wish.  This is why it pays to blog as often as possible.  I find that I consistently score well with every 3 to 4 posts, and exceptionally well about every 7 or eight.  That means I hit a home run nearly every week, which may be every year or so for the undisciplined blogger.  The simple lesson is you have to both listen and take consistent action.

All of this may seem to be tedious, and it can be.  What keeps me interested is the thrill of the hunt.  I love the challenge of helping my customers and those future customers in my market.  If that is tedious and boring for you, then maybe you should switch from the marketing department to something more exciting like accounting.  :)

Photo Credit:  Zoltan Papp

21 Reasons to Blog

1. 1.To build a hub for your social media presence.  Everyone needs a home, and your blog can be your home on the Web.  From a social media perspective this is where I live.  This is my foundation where ideas grow into something worth sharing on the other networks - and offline.
   
2. To get found on the Web.  This may be the most common business reason for blogging.  Active blogs create relevant information that gets indexed, and that builds links, which builds the Web presence of the blog and those sites it points to.
3. To strengthen your marketing messages.  Blogging makes you a better communicator.  And in many instances, it does this by helping you communicate more concisely.
4. To provide tips and advice that help your community of fans and customers.  If you enter your business specialty into a Google search, it will give you a prioritized drop-down list of what people are searching for that relates to that term.  9 times out of 10 times they are looking for tips and advice.  Do this well, and your credibility skyrockets.
5. To test new ideas.   Why not test the waters before making an investment of time and money into a new project.  I did this recently to see if my readers were interested in a series that explored common small business marketing challenges.
6. To show off.  Your community likes to see you succeed.  Just be cool  about it.
7. To rave about the good works of others.  Seth Godin does a nice job with this.  He recently shared an excellent eBook on the psychology and art of pricing.
8. To help with a good cause.  Geez. I don't even know the guy, but again, Seth Godin recently did a nice job or raising several hundred thousand dollars for a good cause through the launch of his new book, Linchpin.
9. To entertain.  I'm not good at this at all, but here is one post about social media callbacks where I got lucky.
10. To celebrate or make an announcement.  Everyone enjoys a great success story!
11. To challenge.  Oh, believe me, I have wanted to write many posts like this.   I just recently let the string out when I wrote about why small businesses are confused about social media.
12. To apologize.  Social media is a platform that amplifies.  I've had to apologize on Facebook, but not here .... yet. :)
13. To unite a community.  First, it helps if your community is actively commenting on your blog.  When this happens, the energy is ripe for change.
14. To share.  How can you help your market, your community, to do more of what it wants to do?
15. To clarify or respond to a question.  When you solve a problem for one customer, why not post it for others to benefit from.  I like this reason a lot.
16. To collaborate.  The easiest way to do this is to leave a call to action at the close of your post to encourage comments.  I tend to highlight it in color to make it more noticeable.
17. To give a new perspective.   Try to do this without it being all about you, but more about being of service to the community.
18. To rant.  I don't recommend this, but it is still a popular use for a blog.  You decide.
19. To promote or sell.  This should be limited to less than 5% of your posts - maybe a lot less.  If your product or service is truly a good value and will help your readers, then go ahead.  This is how I feel about my CD: Strategic Social Media Marketing for Entrepreneurs.  It's a great overview that I carefully scripted and studio-recorded for those just getting started with this platform.
20. To document your business legacy.  I implore you to get started blogging if you haven't, for no other reason than to document your decades of wisdom and experience.  New prospects will often see their situation in your real life examples.  Here's a post I kicked of 2010 with to show how to do this to grow your business.
21. Because you can.  If you have a gift for communicating, then you should use it.  How do you know?  You just do.

How about adding to this list by leaving a comment to share your reasons for blogging?

Small Business Marketing Talk

"If I had known back then what I do now, I never would have started this business."

This is a true statement, and something I used to say from time to time during the 20 years I operated my landscape contracting business. It's something you tend to say when you are experiencing one of the thousands of challenges that are part of the the fabric of small business culture.  

Then there are those times when you pat yourself on the back for doing something incredibly naive that resulted in a success.

I have just as many of those to share with you as I do regrets.  And I am sure you have experienced the same or more with your business.  This is how we learn, and usually by sharing those experiences with our industry peers.  This got me to thinking.

I cannot think of a better forum for sharing tips, insights, and lessons learned than a blog - like this blog! 

Announcing A New Idea

So, I am starting a series to focus on sharing some of these insights:  Small Business Marketing Talk.

I've decided to cast a wider net to include the entire topic of marketing.   Heck, I may even include a few scenarios that pertain to marketing's first cousin, which of course is sales.  And don't be surprised if we have some interviews with other small business, marketing, or social media pros. 

You be the judge.  I'll give this a try.  If it doesn't get a favorable response, I'll consider it another lesson learned and move on.   It certainly won't be my first failure.  Let's just say that I'm steadily gaining on Thomas Edison. ha, ha.

I'm open to suggestions - about everything.  Tell me what you would like to talk about.  Suggest a format.  Recommend a better name for this perennial series.  I'm thinking this may be a great way for me to get back to recording videos again.  Maybe this could be a weekly event.  What do you think?

You know the drill, just leave a comment below.

Taking a Test Drive

As long as you are here, I may as well share something of value on marketing, and more specifically, the topic of social media marketing.

The Name Game

It has been a sport to invent monikers that help us to be edgier, more unique, more professional, and yes, more of an expert while we are strolling through the social media networks.  That was then.  Now is now, and I really believe you will want to discontinue using appended name descriptors such as expert, maven, and guru.  They just don't fit anymore.

These cute little naming tactics do one thing only - they identify you as an amateur or novice.  But Jeff, you say, weren't you the Green Marketing Guru for a while.  Indeed I was, and I have come to regret that hour at Starbucks when my friend talked me into it.  All I can do is learn and move on.

Personal

The social media platform continues to drive a social economy that is more about people than brands.  Your greatest asset, now more than ever, is your name.  I don't care how strange or common your name is, it is what separates you from the herd. 

 
Seth Godin notes in his new book, Linchpin (affiliate link above), that we all have to be more of who we are, and less of who we have been trained, educated, and conditioned to be.  He calls this being an artist.   In my world, I call this being a small business owner.  There is an art to that.

So here's the question: 

What is the name you want attached to your art? 

Photo Credit:  Vasta

You Know Your Marketing is Right When

you have consistency of appearance, message, and performance.

Your marketing should fit the expectations of your market.  It should look right, sound right, and deliver what you promised, which presumably is what the market wants. 

Appearance

The first impression your marketing piece gives the consumer is analogous to meeting someone important for the first time.  You should prepare your appearance accordingly.  You don't want to be too casual or too formal.  You want to be just right.

The trend I'm noticing for small business websites is simple, clean, and to the point.   If your market is looking for value, and your website or other marketing materials are too slick, then you are already out of the game.

Today I drove by several luxury automobile dealerships - one of them being Maserati.  I honestly had a feeling of hopelessness for them.  How many people want to drive a car like that when some of their neighbors are struggling?  That situation is about more than marketing, but you get the idea.

Message

How you communicate your message is more important than what you have to say - most of the time. If your message is long-winded, it's usually going to get tuned out. Not taking the time to craft a crisp message disrespects your market.  It's another form of being over the top. Get to the point by being economical with your words.

And keep in mind we make judgments from your choice of words.  Big words suggest you may be too intellectual and difficult to work with.  Simple words suggest you can relate to the common man - and most of us men and women consider ourselves to be regular people. 

Performance

Your ability to deliver on your marketing is indeed marketing.  When I was worked in the corporate world over 20 years ago, we had the traditional adversarial relationship between marketing and production. When production delivered off-spec product, we would say it was their fault - which is was. 

However, I was in marketing, and I was usually the one that had to deal with the customer.  That sure sounds like its a marketing problem to me! 

Example

My favorite example of experiencing "right marketing" is enjoying an outstanding meal at a nice restaurant that was recommended by a friend or a reviewer.

Word of mouth recommendations are the only reliable marketing for restaurants.  If the atmosphere, food, and service exceeds that marketing message, then the message and performance just scored! 

Here comes the appearance part of the equation through the back door - literally.

Once in a while when you have a fine meal you get invited back to meet the chef and see how it all comes together in the kitchen.  This invitation is a the highest honor to bestow on a patron.  If there is attention to detail and the energy is high, then you know your experience wasn't an accident.  Sure, it will be a little messy, but it's a working kitchen, after all.  

What does your kitchen look like?  Does it fit well with your message and performance? 

When you have that consistency, then your marketing is right on.

Photo Credit:  Marco Veringa

How To Manage Social Media Authenticity

Choose one of the two options.

Run

Small business owners learn to run very early in their careers.  They learn to chase down every lead, to outrun the latest regulations until they figure out if they actually apply, and to run like a dog to get slow-paying customers to pay up.  

That's the nature of the small business game - it teaches you to deal with uncontrollable variables, and to do it without too much pretense.  Let's face it, after 12 hour days at full-speed, you are too tired to be anybody other than who you are.    

And if the usual course of business doesn't teach you to be authentic, the occasional need to secure a bank loan will take care it.  After you get done with that process, you aren't too worried about your slip showing once in a while.  So, it's safe to say you won't mind the amplifying lens of social media.

Hide

If you represent a large organization, social media may not be a good fit for you.  That is to say, you may wish to consider hiding.  While there are exceptions, large corporations typically suck at being authentic.  I know this because I spent a decade hiding in one. 

We received extensive training in hiding.  We learned how to stay clear of anti-trust laws, how to avoid accidents, and if we had one, how to hide from any consequences.  And most memorably, we learned how to hide from customers who didn't want to pay our latest price increase.  Sound familiar?

Authenticity may be the antithesis of most corporate cultures.  It just isn't part of the corporate DNA. Though, I do understand some of the reasons for that behavior.  For one thing, we still live in a litigious society and corporations know that.  This alone is going to work against authenticity.

What To Do?

It's always best to do what you do well.   That's what makes authenticity work in social networking.  If you are like most entrepreneurs and small business owners, authenticity has become second nature to you, like a survival instinct.  You have learned it just as you have learned to run to keep your business alive.

You are like a rabbit who is confronted by a hawk.  You respond without hesitation.

If you can't do that, then you know what to do.

Photo Credit:  Wolfpix

  

Got Time for Social Media

Or would you rather let the most revolutionary marketing opportunity you will ever witness pass you by?

Investing Your Time

Someday I should make a list of the certainties I have learned from 30+ years of business experience.  One of them is that a customer will adjust their budget upward to make a purchase when a trained sales professional takes the time to:

• Understand the objectives of the client or customer
• Make the best recommendation for them
• Educate them about the the cost basis for the price of that product or service

Then the customer will either find the money to get what know they now want, get it when they have the money, or somehow work out a phased in approach, if that is possible.

The problem with this it it takes time.  It takes time for the company to develop a valid sales process.  It takes time to find and train the right salesperson.  And most importantly, it takes them time to fully understand how to sell with that process so that they can make the best recommendations that lead to more sales.

If you are willing to invest time in learning how social media works, just as a company invests in a sales professional, you will have the time to enjoy the rewards of that investment - just as they enjoy the rewards of their training investment. This may be a good time for that.

This is The Time

I would imagine there are not too many companies too busy counting their money these days to take on new work.  This is the time to learn so that you can grow later.  It only takes an investment in your time.  Many companies are making this investment because they are willing to do just about anything to weather this economic storm, as they should. 

Learning social media marketing should involve more than just the skills for using it.  Before you get to that point, do some social media research to help answer questions like this:

• Is this a passing fad or something I can live without?
• How are other companies using it?
• Which networks or technologies are right for my company?
• Should I do this myself, build a team, or consider outsourcing?  Before you outsource, read my earlier post on building your business legacy.

Entrepreneurs, This is Your Time

In many respects, business is becoming more basic.  We are all doing more with less.  This is another way of saying we are working our butts off to remain a viable force in our markets. 

Entrepreneurs wrote the book on working hard.  Heck, even rock stars work hard.  You don't get good at anything without work.  Sure, you can enjoy a nice stretch after you put in the time to build an amazing quality product and a loyal customer base.  But if you take it for granted, it will soon become somebody else's.

Yes, social media takes time to get familiar with, to get results from it, and to sustain those results.

But time isn't usually a problem for small businesses that are committed to success.  They just need a commitment, a plan, and the dedication to work harder.  Is that a problem?

I didn't think so.

Photo Credit:  Saad.Akhtar

Do You Have a Social Media Callback?

"A girl phoned me the other day and said..... Come on over, there's nobody home.  I went over.  Nobody was home."     Rodney Dangerfield

Rodney was the master of the callback.  What's a callback?  A simple word, phrase, or sound that is clearly identified with you - and only you.  And what was Rodney's callback?   That's right - "I get no respect."  Whenever you hear that, you remember Rodney Dangerfield. 

In the early days of modern marketing a type of callback was created to market a brand. They were called advertising slogans, specifically because it took a lot of advertising to create and support them.  And in the days of mass marketing, slogans were quite effective at building a memorable brand. You may remember a few of them:

• Good to the Last Drop - Maxwell House Coffee
• The Pause that Refreshes - Coke
  
• Just Do It!  - Nike

That era of  marketing is now history.  Those slogans were only memorable as a result of enduring mass marketing campaigns that were costly, and during these challenging economic times, are going to fall on deaf ears.  This is the social media era. Now is the time for authenticity.

Business used to be about companies.  Now its about people.  This means a simple little callback that speaks to who you are, what you do, and who you do it for can be a valuable marketing tool for any business.

This also means entrepreneurs and small business owners like you, who are already close and personal with your customers, are now in the drivers seat.  This is your time.

While a self-deprecating callback may be perfect for a comedian like Rodney Dangerfield, something stronger and more positive is more likely to be effective for your small business.  What are you known for - or want to be? 

You have to understand the needs of your customers to determine that.  What do they really want to know that you can personally deliver on?  You may even consider phrases that we now use that you can make your own.

Like...No worries.

Callbacks work because they spread virally through the social media networks - by real people who happen to be your customers. Try to come up with three words that capture the essence of your business promise.

That's your callback. 

Make it your own.

Social Media Ideas for Managing a Snowstorm

Here's how I would use social media if I were a snow plowing contractor.

This is a business where safety is paramount.  Phrases like "zero-tolerance" are used to establish the level of service customers expect to keep their facilities safe - and their legal teams idle. I should first note that I owned a snow and ice management business for over 15 years.  And I'm a lifetime member of the Snow and Ice Management Association (SIMA).  

Even the most experienced snow and ice contractor gets a bone-chilling shiver when he hears the words "slip and fall."  This means that despite their best efforts, someone has managed to accomplish the inevitable. This can result in a cascade of finger pointing that pulls everyone into a legal mess that can last well into the summer months.  It can also drain every dollar of profit that was earned by crews that tirelessly worked through the night in conditions that sometimes defy description.

Snow Response Plans (SRP's) are de-rigueur if you expect to minimize your liability while keeping your customer's properties safe.  The process for developing these plans, and the training that accompanies them, begins months before the first flake falls.  Above all else, these plans are structured to ensure optimum communications and actions, regardless of unpredictable circumstances.  Social media can augment those plans for the better. 

Crowdsourcing with Twitter

In the old days, a rotation of employees were scheduled for "snow watch."  They would trade phone calls to watch the weather to determine when to dispatch crews.  This is usually coordinated through a central dispatching system where the snow manager makes the call to mobilize for a storm, and continues the effort to relocate crews to new sites as conditions evolve.

Today you can create a hashtag to tap into the wisdom of clients who are also watching the storm.  These Tweets can provide instantaneous information on site conditions, previously unforeseen conditions and obstacles, and the comings and goings of employees and visitors.  This puts customers right where you want them - on your team!

Plus, you can quickly get information back to concerned clients who are wondering ...."where are you?"

Collaborating with Google Wave

Google Wave is still in Beta, but we know it will prove to be a phenomenal tool for collaboration when it is finally released.  

What is faster than a phone call - a cell phone call.  What's faster yet - a flurry of emails.  Still better?  A drift (instead of a wave) of real-time communications where I am watching your words as you type them.  That's speed.  And that speed can save time, property, and possibly even lives.  That's  the power of Google Wave.

The snow business is one where you can make a lot of money in a short period of time - when it snows.  During those critical hours is when I would consider adding a few computer savvy folks to the payroll with good observation skills.  Their use of these tools to enhance communications is a form of insurance that could save a lot of money that may otherwise be paid to that other insurance "man."

Real Time Location Data with Foursquare

Foursquare is an application that is being hailed as the next Twitter.  It allows people to check in and leave updates on their whereabouts.  While this location-based application is intended for social purposes, I can envision opportunities for using it between snow events to minimize mobilization time when that snowstorm does hit.

Foursquare could also prove valuable during extended storms when crews have an opportunity to grab a bite to eat with their co-workers.  Foursquare can efficiently establish the most opportune locations and times for a "huddle" - that welcomed, and sometimes necessary face-to-face time that keeps everyone together as a team.  Business is more than work.  It's work with a team of people who have personal needs too.

You may not be in the snow and ice management business, but you still have to manage two things:

1.  People

2.  An End Result - such as Safety

These ideas are specific to snow and ice professionals who are really in the safety business. That's what they are selling.

What are selling?

Small Business Trends for 2010 - Part 3 of 3

If you are new here, this is the third post in a series.  Here is the leading post on  Small Business Trends for 2010.  And here is the previous, or 2nd post in the series on Collaborative Markets. 

 

Sustainable Communities

Organizations of people are evolving from exclusivity to inclusiveness.  This creates more sustainable communities where members place their trust in each other.

While not fashionable, sustainability generated some critical discussion a couple of decades ago.  Back then the talk was mostly among scientists, those of us within the green industry, and more than a few citizens at large.  What happened?  Well, times were so good for so long that the movement just didn't develop much traction.  Disposable was more accurately the word of the day back then.

Today we are waking up to how our wasteful behaviors have now collided with a devastating economy.  In these unprecedented times, we need to build sustainable communities. And the only way that is going to happen is by working together.

A Community of Communities

We live on one planet, and that means all communities eventually merge into one.

You may only be concerned with what happens in your local community, but you now know that the economic future of your community is highly dependent upon global markets, multiple currencies, the supply and demand for necessary commodities and skilled labor. 

Social media is helping us to understand how our communities overlap  They freely co-mingle resources when that is possible. Your company is a community that merges with other communities that includes industry associations and markets.  This means you are vying for the same resources as other companies.

If you wish to be successful in the future, it's vital to begin thinking about managing your communities for inclusiveness, as opposed to exclusivity.  In times of scarcity, no organization, company, or community can expect to succeed on the merits of exclusivity. 

What's the a logical first step?  Engage more with the communities you depend upon.  Make a list.  It's a list that will continue to grow with more examination.  Here are some suggestions for building engagement with your communities.

Sharing and Crowdsourcing

Crowdsourcing is collaboration with a community group to perform a simple task, usually one that solves a simple problem for the majority of the community.  This is often best accomplished when there is a degree of anonymity. This active participation is almost certain to generate more sustainable solutions.  Why? Because the crowd has ownership in what it helps to create. 

Marketers have traditionally considered themselves to be the experts who processed market information.  Focus groups are the best example of this.  Crowdsourcing is different. It spins that concept around 180 degrees.  It's a new way of thinking that taps into the wisdom of a crowd.  How can you do this?  Facebook Fan Pages, Twitter, online surveys, comments on your blog, and practically every other form of social media.  

Why is this significant?  It's not what you have to say about your products and services that matters most, but what others are saying.

A New Business Model

One of the greatest contributors to the failure of small businesses is the belief that they are mini-corporations.  This is top-down thinking that minimizes inclusiveness, a model that is doomed in our emerging economy. Top-down thinking leads to taking on too much overhead, forgetting that customers want to be engaged, and otherwise assuming a 'one size fits all' mentality.  

Entrepreneurs and small businesses need a business model that is community focused.  They need a model that takes what is working for them now, their personal relationships with people in the community, and extends it.  Social media can do this - because social media is not about more - but better.    

Think about how you can help your communities do more of what they want to do. You can surely discern that they are concerned about the economy?  What else?  Education, health care, safety, communication, and the environment. You decide. 

Most importantly, consider how can you help your community in a way that is congruent with your business mission.

This is all a process, not an event.  Being human-centric, and collaborating with people to build sustainable communities is not that difficult at all.  

It just has to be done. 

Have an outstanding year!

Photo Credit:  Sreejith K

Proof We are Not Overly Connected

Do you get a response to all of your emails, Tweets, and Facebook posts?

How about 50%.  That is a more accurate estimate, isn't it?  Do I hear 25%?  You know what I'm talking about. As many of us give our perspectives on the high points of 2009, as well as the trends we see shaping up for 2010, a common theme that you are hearing is 'connectivity overload.'  Incidentally, tomorrow I will be wrapping up my three part series on 2010 Trends for Small Businesses when I focus in on sustainable communities. As you may expect, I'll discuss how social media is strongly influencing these trends.

For now, one thing I am emphatic about is that we are far from being 'overly connected.'  My belief is we are overly disconnected - from people.  Hey, I am just as guilty of this from time to time as many of you are.   Yes, I have my face in this computer more than I should.  I will even go so far as to say I am addicted to media, to news, to the next thing.  It's fun to learn, isn't it? 

Nevertheless, if you are a friend of mine, you can bet that I will return your email, your Tweet, and even your Facebook wall post.  That seems like the right thing to do.  This is what builds relationships.  It says you care enough about the sender to respond in kind. 

I've always said that social media will make you a better marketer because it puts a spotlight on your communications, and in the process, places some accountability on those communications.  Yet, this doesn't seem to matter to a lot of people.  Do you agree? 

Take a look at some of the mega social media marketers like Chris Brogan and Seth Godin.  They respond! A friend of mine was surprised that Seth returned his emails.  I'm not.  I cannot say I'm a friend of Chris Brogan, but I follow his blog that gets upwards of 100 comments a day.  And you know what, he responds.  Yes, he even responds to people like me.  I appreciate that.  And I guarantee if you do the same, you will build a larger community of friends, prospects, and customers too.

You would think that people would be over-communicating these days.  Why?  Because the economy sucks.  Why else?  Because social media makes it so easy to do so.  Guess what?  They aren't!  It honestly boggles the mind.

Click!  Light bulb.  That's right, this means there is an open field of opportunity just waiting for you and me.  All we have to do is connect, communicate, and build community through the simple action of being responsive.  O.K., I suppose that is technically a series of actions.  OMG, that sounds like work.  The question then is how badly do you wish to succeed.

You don't have to be a marketing genius like Seth Godin, or a an uber-multi-tasker like Brogan to build a successful business.  You just need to do something reasonably well, and do it consistently.  My belief is this is a vital ingredient in any marketing plan.  Marketing is synonymous with communication, and these days, it's all about personal communication. 

This the undercurrent of new media marketing.

Social media marketing doesn't do a anything for you that you are not already doing well.  What it does give you is the power to do everything better - by connecting you with people who are aligned with your message, your product and service, your personality and character, and your energy and spirit.

That's a big promise. 

Tune in tomorrow and I'll deliver on it.

Did I just make a promise? 

Yes. 

Photo Credit:  Mickal

The 100% Solution

When was the last time you considered how you can deliver a perfect solution for your customer?

While this is a lofty goal that you may never achieve, it is possible.  And having the intention alone makes it that much more attainable.  Thoughts do have a way of attracting more thoughts that can manifest into something grand, at least once in a while.  Isn't it worth considering?

The reason I pose this question is these days we have the ability to engage and interact with our our clients and customers in ways we could only have dreamed of a few years ago.  When I started my contracting business in the late '80's, I did endeavor to create a perfect solution for each one of them. While I doubt I ever achieved that goal, something very significant happened.  They noticed!

Customers notice when you care about them.  And most of them reward you for the effort.  That reward may come in the form of additional business, or at the very least, building a stronger relationship that solidifies your client base.  We may not have appreciated that a few years ago, but I'm sure everyone does today, regardless your industry.  To paraphrase Rodney Dangerfield, "It's tough out there."  So, if you expect to generate the respect that ensures the survival and growth of your business, you would be wise to give this some thought.

Years ago I organized my customer's needs and desires with chronological written logs in files, bold notes on index cards posted on my bulletin board, and a lot of scribbled notes that probably got lost.  Today I have actually gone back to some of those methods because as good as databases are today, they still take time to manage.  And it only takes a moment to jot down a note.  Best of all, when you write it down, you tend to remember it.

These days I'm using Batchbook as my database to capture information.  I'm supplementing that with Evernote, which works great to capture on my laptop and my iPhone.  It captures Web pages and the iPhone integration means I always have a virtual notepad to record my client's thoughts.  This week I discovered the Dragon app for the iPhone.  This is voice a free app that transcribes into text what you speak into your phone - with about 85% accuracy.  Very nice indeed!

These are useful applications for recording information.  Yet, they are only of value if they are consistently applied to a solution.  Now that social media is maturing as a platform, you should be thinking long and hard about how to all of this to achieve better business solutions.

What's that sound?  Do you hear that?  It's the footsteps of your competitors who are late to the social media game, but who have a great deal of experience in their business serving their customers - just like you. 

Don't lose your place in line. Many of us have found our way to the social media trough, but there is always limited space to take a drink while the water is fresh.  These are tough times indeed.  This is when you have to push a little.  Try what's new, drill down on your social networks, of course, but try to integrate what they do with what made you successful in better times.

It's very unlikely that you will discover the 100% solution.  Yet, it is also impossible to achieve any level of customer satisfaction if you don't make the effort. 

This much I do know.  My formal undergraduate education in college was in Chemistry.  It is a discipline that teaches you to vary the ingredients in your mix until you achieve the desired solution.  It's a process of study, research, and to a great extent, trial and error.  And it works.

Sometimes it works on the first try.  Most often, it takes days or weeks or months.  Is it worth the effort?

Yes it is - 100%.

Photo Credit: ChemicalHeritageFoundation

The Easiest Internet Marketing Mistake to Fix

It's your signature.

While many of us communicate more than we ever imagined via messages on Twitter, LinkedIn, Facebook, and many other networks, we still rely on email as our main communication stream. 

Regardless of your social media savvy, you will surely agree that you still send more business proposals via email than any other means, short of possibly doing so with snail mail, or my preference, the original real-time method, face-to-face.

Why then are so many people shooting themselves in the foot by sporting email signatures that are laden with logos and buttons that connect to their Twitter, LinkedIn, and Facebook profiles?  My guess is they do not understand these HTML images practically guarantee their vital communication will be pushed into the junk folder of the intended recipient. Of course, the same goes for their e-newsletters, which have a variety of other problems that drive away customers.

I understand this tendency so I make a conscious effort to regularly check my junk folder.  Is this something you can count on your prospects to do?  I don't think so. It's not worth it!  For the sake of time we all move forward.  And that is what your prospects are doing.  They are moving ahead with what is clearly in front of them, which is your competitor's proposal.

As a former landscape architect, I am tuned into design.  And as an art lover, I appreciate color and the wonderful things designers can do with it.  However, as a businessman, I know that I have to temper my creative urges with my need to convey a message, as raw and stripped-down as it may have to be to safely arrive within the inbox of my targeted decision maker.

This is not an economy where you want to take a chance on missing an opportunity.  I know, because I recently missed one because I assumed my client would be sure to include me in their mix for an upcoming event.  I was wrong.  I am sorry and so are they, but that doesn't change anything.  All I can do is look ahead to their 2011 event. 

Do yourself a huge favor and stop sending emails that include anything other than text, links,and attachments.  If you need to send graphic images, they will normally arrive safely as attachments, but a link is still the surest method.  If  you have images embedded in your email signature or the body of your email correspondence, which includes your pretty logo and "follow me on Twitter" badge, you run the risk of missing your target up to 50% of the time. 

This is one of those "you don't know what you don't know" things, but it is easy enough to fix. Go green -  lighten up your signature to only text and links.  That's the solution.  Now you can sleep well knowing that you have effectively communicated, which was your initial intention, wasn't it?

With that said, how good do you want to be?  It is always a good practice to follow-up.  Ask for a confirmation of receipt at the close of your email.  If you don't get one.  Make a telephone call.

You will thank yourself for it.  

I guarantee it.

Photo Credit: Narisa

 

My No-Risk Business Model for This Economy

This is the time of year when you are finishing up, actively involved with, or at least thinking about your business plans for next year. 

If you have been in business for a while, you know with certainty that business in the future will be dramatically different as a result of at least two influences that are reshaping buying behavior: the economy and the sensational growth of the social media networks.  The economy you know about.  If you have been asleep for a while, one measure of social media's influence is Facebook just celebrated 350 million user, which is over 200 million more users than this time last year.  

The economy has taught many of us to do with less, as we have discovered we really didn't need much of the stuff that was cluttering up our lives.  That habit is almost sure to prevail.  Then there is the habit that became a sport - getting a better deal.  Not everyone has been struggling, but it has become fun to search and wrangle for a better deal - better quality, a lower price or at least more value for the same price, and new and different options that only come your way when you are able to take advantage of them.

My belief is flexibility and choice are destined to be strong buying influences this coming year, and probably well beyond.  This creates a major problem for a specific business model that I'll refer to as The Club Model.  If you have been a member of a health club or a golf club, owned a cell phone or subscribed to a magazine, then you know the premise of the model: Get customers and keep them for as long as possible, preferably a lifetime.  Wasn't this partly the model of apparel and automakers?   Their brand was the club. 

The problem with the club is it is easy to get locked in, which of course is the idea.  Oh, but c'mon, you are a member of the club, so don't you want your club to do well?  Well, um...I guess so.  But what if you wish to try another club for a while?  Most club models are designed to keep you from doing exactly that. Cell phone companies love this model. You typically have to be a member of their club for two years, or you have to pay dearly for the flexibility of a shorter, one-year commitment, which in this economy still feels like a lifetime!

The model you should consider, and one that I am adapting to my speaking and consulting, is increasingly common in this Web based society.  It's the No Risk Model.  And coming out of a tough economy, this is exactly what a lot of your customers are looking for. 

Please understand I operated a contracting business for 20 years and I completely understand the need for annual contracts.  Nevertheless, I'm not in charge of this economy and neither are you, so maybe you should give this some thought.  Find the middle ground for your company and your customers.

Most of the social media services you and I use are free.  Since social media happens to be my business, I pay for a number of services too, and they all offer a no-risk trial with a low-risk payment plan that allows you to opt out at any time.  And that is what makes it easy to opt in in the first place!

Some of my favorites examples are Batchbook.com, Shoeboxed.com, and Freshbooks.com, which are all Web based services.  Batchbook is a customer relationships manager (CRM), Shoeboxed is a business card and receipt organization service, and Freshbooks is a time-tracking and invoicing service. These are great services for the entrepreneur who is usually on-the-go.

I tried all of these services out for little or no investment.  The "pay-as-you-go" method is easy on my budget and easy to budget for.  Though the best part is their model requires them to get better and offer more value to keep me as a customer.  I like that!  And let me tell you, the better they get, the more I sing their praises - as I am here. 

And to paraphrase Billy Mays - That's not all!  They listen to me.  I can get a live person on the phone, and I know for a fact they are listening to customers like me because they have made the improvements many of us have suggested.  This tells me they are looking down the road to what business is evolving to. 

And this leads me to my three requirements for a successful business model in this economy:

Vision - Always be looking ahead, because your customers are.

Voice - Listen to your customers.  Give them a voice and they will be your biggest fans.

Value - When you stop offering more, your customers start thinking about opting out.

Is your business model closer to the Club or the No-Risk Model? 

Your answer will help you get ready for the economic recovery.  When that happens, there will be a lot of people ready to make a change.  These people will remember the clubs that locked them up, and that's an opportunity for you. 

If a club is typically exclusive, then inclusiveness is the future.

Let 'em all in.  Make it easy.  Some may leave.  That's o.k. If you are good enough, they'll be back.  Let that door swing both ways.  No risk in that.

Here's my no-risk offer:  Leave a comment and I'll respond.  Guaranteed!

Photo Credit: BrianButko 

What You Should Do When You Get Here

What is social media? 

This is a question that I am asked to address in too many of my presentations.  It's a question that makes me want to stick a fork in my ear.  Maybe the reason is that you can easily learn the basics of this topic and any other by jumping on the Web and doing a search.

And right there is a clue to my frustration, as well as the frustration of those who ask the question.  They don't understand how to conduct a Google search, and this should not be a surprise, because to do this you first have to understand how Google thinks.  You have to understand how their system works. Do you really think the fellow at the grocery store is smarter than you?  Of course not, he just knows to send you to aisle 7 because he understands the store's system of organization. 

These days enough businesses are being led to social media that the more logical question becomes: What should you do when you get here?  Oops, you already missed a step.  This is a consideration that should have been made before you got here.  If you have to ask why you are here, then you are lost.  And being lost is never a good thing.

Let's assume you indeed have a plan for your business success, and you have a marketing plan that carefully subordinates those company objectives.  You are here.  Excellent.  Now lets take a look at what you should do if you are just getting started, and what you may need to adjust if you may have already jumped in without a solid foundation.

1.  Devote at least 1/3 of your social media marketing to listening and learning.  Use Google Alerts to monitor your company brand, personal reputation, and industry specialty.

2.  Use a personal photo for your profile, as opposed to an avatar or business logo.

3.  Standardize your usernames and profiles.  It will make your life much simpler.  Use namechk.com or knowem.com to search for availability.

4.  Start blogging.  This is the cornerstone of your social media presence that distinguishes your unique value for your customers and prospects.  Use it to help them solve their problems.  My favored platform is Typepad.  Here's why:

5. Don't try to "spin" your reputation or capabilities.  Social media amplifies who you are with amazing accuracy, so just be your best self.

6. Use multi-media messaging to make your your content consumable in as many different ways as possible, so that you can engage with as many people as possible. 

7.  Sharing is the grease that makes social media work.  Without this, there is no reason for anyone to link up to you.  And that means you don't have a reason to be here. 

Social media is a platform for interacting and engaging with people to make friends and build relationships that may create opportunities for your business.  This is what you should be doing once you are here.

If you understand this, you understand the most important thing about social media marketing: Business is a by-product of it.  And how do you find it? 

I think its over there on aisle 7.

Photo Credit: J-P-F

 

Ten - A Big Day for Writing and Marketing

Over the last several months I have been coaching my son for his college entrance exams, packing up the "family truckster" to visit colleges, and generally learning a lot about the top business schools across the United States.

If you have been through this process you can relate to my enthusiasm.  Like so many other things in our society, the college experience has changed dramatically during the last thirty years.  This experience is more than a four-year rite of passage.  The process starts up to two years ahead of that, and I wouldn't be surprised if there is a tail that extends beyond the normal four-year education process.

In many ways, determining where you wish to study, what you plan to study, and where you hope to do that is much like writing a book.  There are many important decisions to be made, preparation is extremely helpful, and the work is never done until you have the prize firmly in your grasp. My son Zak and I are both in the same place with our respective objectives.

Today I wrote about 4,000 words for my book, while also helping Zak move his college acceptance process forward.  After a year visiting many schools in California, and still considering the University of Texas, the quality schools in the Big Ten are well represented on Zak's prioritized list.  I find it interesting that Ohio State and Texas, two of his top choices, are schools with powerhouse football teams.  Being a college football fan, this is totally alright by me!

Since this is Day Ten of my book writing project, I thought I would share something that we have been hearing from these typically big - Big Ten schools - that relates to marketing, and especially social media marketing.  "We are a big university that feels small."  What they mean is there are specialized programs that give students the best of both worlds - the advantages of being both big and small.  Everyone knows they are big schools, but what if you are looking for a smaller school experience?

My observation is they are delivering on this promise.  If you cannot find the major field of study you are looking for at Ohio State, the largest university in the United States, then it probably doesn't exist.  Even then, they will help you create a major just for you.  If you are interested in honors programs or international study, a narrower and more defined experience, no problem.  That is part of the curriculum too.

The marketing lesson here is to acknowledge the obvious characteristics of your brand and capitalize on them, while also addressing the perceived disadvantages.  Perception is a tough thing to change, but the power of social media allows all of us to do that in a short period of time.  You can not only use social media to this effect, but you can take your traditional marketing methods and adapt them to be more personal, and more human, which are characteristics of the evolving and increasingly humanized Web.

My favorite example of this, and one that I have included in my book, is this personalized postcard that my daughter Ali received while she was engaged in this process a couple of years ago. (Note the license plate - click on it to enlarge it.)   She is presently attending Indiana University and having a wonderful experience.  It is indeed a big school, but she has integrated well with her community at the Kelley Business School where she has made many friends, and that gives her that small school feeling.

As an entrepreneur who works primarily with entrepreneurs, I believe this creates one heck of an opportunity for all of us.  You can adapt to market influences, and you can quickly and effectively get your message out to that market.  You just need to think big, or small, creative or practical, green, or however you need to think to capture everything your company has to offer that is not necessarily obvious, yet vitally important to your customers. In most cases, this means taking a very human look at your brand.

Take five - no take 10. New media marketing is on your side.

Yes, I would love to read your comments and will be sure to respond in kind.  While you are at it, feel free to click on the green ShareThis button below to share with your friends.

Finding the Next Middle - Day 5 of My Book Project

When you are writing a book, one of your greatest challenges is not just writing something that is relevant now, but writing for a period of time in the future.  The tricky part is you don't necessarily want to create the future, you just want to be ready for it when it arrives.  A publisher would put it this way: "We don't publish books for markets that don't exist."

What does this mean to you and me?  Believe it or not, if your book is to be successful, you need competition.  Competition creates awareness.  You don't want to have to create the market for your book.  You want to show up at that marketplace with something that is newer, better, and different from the books that people are already considering.  You just need the right product that is available at the right time.

Finding The Next Middle

The next middle is the pond you are dropping your bait into - your book.  It is where your market will be fishing 3, 6, or even 12 months into the future, depending upon whether you will be self-publishing or using a traditional publisher.  The traditional publishers know that finding the next middle is exceedingly difficult, especially when your book is on a topic that is rapidly evolving, such as social media marketing, which of course is the topic of my book.

BookSurge and CreateSpace are two entities that have recently merged, and will soon operate exclusively under the CreateSpace name.  In all likelihood, this is how I will be publishing my book, because it is a means of getting to that middle before it vanishes.  Another key benefit of working with CreateSpace is it is owned by Amazon.  Selling through Amazon is not necessarily a picnic because they take a big piece of the action.  However, it is still financially more lucrative than going the traditional publishing route where you may completely miss the market.

Keeping The Game Real

There is a downside to getting into bed with Amazon. If you really believe you can be a New York Times bestseller, than you need distribution through Barnes and Noble, which isn't going to happen with this arrangement because the two are rivals. This is a big gamble for nothing more than bragging rights.  Unless you are a celebrity, you are most likely better off to forgo this dream and just put the extra profits into your pocket - and books into the hands of your market - your customers.  

Yes, it really is a game. Who is my market?  How many are they?  Will they be interested in my book as much now as they will a year from now?  My bet is on the short term.  This economy demands solutions now.  If you have a good one, you need to seize the day. If you are an entrepreneur you understand this.  My market is entrepreneurs and small business owners, so my decision is uncomplicated.

The End Around

Entrepreneurs are dreamers, and yes, some of us wonder if we can become the big fish - the solution that everyone is searching for.  No problem, you can always sell out to the major publishers.  Everybody likes a sure thing.  It has happened many times.  The One Minute Manager, The Celestine Prophecy, and  The Fred Factor, which was published by my friend Mark Sanborn, are just a few examples of successful books that were initially self-published.  They were successful enough to attract the attention of traditional publishers who were more than willing to help carry the load. 

When the lifting get too heavy, let someone else lend a hand.  Move on to the next book.  You are an entrepreneur first, and an author second.  Your work is complete.  Now you can just enjoy the ride and get started finding the next middle. It's down that road that is right ahead of you.

Photo Credit:  Aikiway

Book Writing Project Day 2 - How to Be Different

Research is not a part of the writing process that I particularly enjoy, but it is absolutely necessary.  You have to do it, do it well, and do most of it before you get started.  I'm realizing I may only have done an average effort with it, and as a result, I have lost a day of writing.

I'm not too worried about this because I know it is better to start well and build momentum, rather than muddling through a faulty premise.   To put it bluntly, you need a razor sharp statement about why your book is different.  Your audience has to know without hesitation that your book is the answer to a problem they have that is worth solving.  That is, of course, if your book is targeted to a business audience.

One purpose of my book is to cut through all of the B.S. of social media.  Sometimes I wonder if God didn't invent social media to see how we would use it, you know, as a test.  There is a lot of power there and using that power well is a huge responsibility.  Some people are not trying to abuse that power, they are just clueless about how to manage it.  In some ways, this is a lot like the process of writing a book, isn't it? 

Today as I organized my chapters and major points, I realized I have several social media books in me - using social media to grow a small business, building sustainable relationships, enhancing customer service, increasing referrals, .... and much, much more.  I am so glad my friend Judd Hoekstra made a comment on yesterday's post that cautioned me to focus on a few key points, rather than trying to  "boil the ocean."  I really like that, because that's exactly what I was preparing to do.  Judd knows what he is talking about as he has co-authored several books with legendary business author Ken Blanchard.

Would you like to hear my great aha for the day?  For months I have submitted proposals to traditional publishers.  To their credit, they were much more approachable than I had expected, especially considering I wasn't using an agent.  My challenge was to sell them on my book idea, why it was different than anything else on the market, and why that market would line up to buy it.  I did an equitable job at this, as one of them gave me a verbal yes. 

However, now that I am writing solely for my audience, having elected to self-publish, I am experiencing a freedom of expression that would have been stifled by thoughts of ...."I hope my publisher agrees with this."  I know my customers, and I'm sure you know yours.  There is an understanding with them that you have that is beyond words.  When you know, you know; and whenever you have to check that against a distant third party, a portion of your message is lost forever -  maybe the most important part.

This may be my first lap around the track of book publishing, but I now sure of one thing:  If your book is going to  be different, it has to be the one you want to write.

Photo Credit:  PaperbackWriter

How to Score at Trade Shows and Conferences Using New Media

Trade shows and conferences are time-honored business events that are presently experiencing significant challenges.  In this tight economy, attendance at many events is down, and some are questioning whether we should reinvent the format, or even if we should have them at all.  

The forces of social media are influencing how adults want to learn.  We want to be engaged.  We want to be involved, and we want to participate in the creation of solutions that affect our businesses.  This means we need trade shows and conferences, but maybe with more emphasis on interaction that gives attendees, vendors, and and presenters alike an equal voice.  

This week I will be an attendee and a presenter at the GIE/GIC - The Green Industry Expo and Conference in Louisville. I have been attending this event since 1995 when I was building my practice as a green industry professional.  Now I am a consultant to this industry, so I am able to give a perspective from both angles for maximizing the ROI from such an event.

Hollywood likes to characterize the conference attendee as a disheveled businessmen who is clueless about his local surroundings.  This is usually typified by the guy who is out on the town trying to look cool to score a date while being completely unaware he is still wearing his nametag. I believe that stereotype is behind us, especially in this economy.

The one thing we are all trying to score is new business. So, lets look at how you can maximize your ability to score a return on your conference investment by using lessons from the social media networks that give us some excellent clues about social engagement.

Be Human

Being human is the first step with social media effectiveness, because it mirrors what works in real life situations. Regardless of your objective at trade shows and conferences, your first goal is engagement.  The best approach for accomplishing this is to just be a human.  Learn what is going on in the lives of your customers and peers.  Find out how the family is doing.   I'm sure you've noticed this from the true professionals in your industry - the class acts that everyone respects. They aren't showboating about their latest success, they are just being human.  And we remember them for that.

Friends First

When you meet someone new, get to know them first before you offer up your freshly printed business cards.  Walking up to someone and eagerly pushing your business card into their hands is the same as subscribing everyone to your eZine list without their permission.  This is interruption marketing.  Try permission marketing. 

Permission marketing is engaging with people on a personal level first, so that you earn the right to present your business card or brochure. Make this a personal challenge.  Don't be the first to bring up business. Then when you are asked for your card, show it with pride.  You just scored.  Better than making just a business connection, you also made a friend you can build a relationship with.  This is exactly how it works on the social networks - friends first.

Social media is much more than broadcasting your message.   You want to create a dialogue so that everyone can learn more and make better decisions.  Since we know the social networks are great for this, you will want to improve the effectiveness of your business cards by incorporating your social media addresses.  My card is below if you need an example to get started with.  For my latest order ,I used overnightprints.com - they did a great job, delivered quickly, and the price was very fair.  Note that my usernames are consistent.  This way people can find me if they don't have my card, but have a decent memory.

Travel Light

Travel light to avoid looking like a tourist, even though we all are visitors at these events.  You have to resist the temptation to load up on all of the junk that everyone else is packing.  Carry a light load so you can be ready to easily shake hands, lend someone a hand with their load, especially an association staff member, or take in an impromptu dinner without having to make a trip to the hotel to drop off your 'luggage.'

These are lean times my friends.  Maybe you are enjoying a great year and want to tell everyone about it.  Resist the temptation.  In most cases, you will remembered more by the way you handle your interactions.  This is something social media teaches us.  Be a giver first and foremost, and be prepared to add value to every relationship you have.  Just let the opportunities unfold on their own time.

Bonus Tips

For those of you who like lists, you will probably like this one. 

Prepare - Jot down one thing you want to discuss with those people you hope to connect with so you can naturally do a little business if the opportunity presents itself.  If you have been networking well with social media, this will be a natural transition for taking that virtual conversation offline to get some business accomplished.

Be Visible - Use Twitter, Facebook, and LinkedIn to broadcast the sessions you plan to attend so your peers can keep an eye out for you.  Pressed for time?  Use sites like http://hootsuite.com to schedule your Tweets in advance.  I like to do this to Tweet during my presentation, when in fact I've actually scheduled them days prior.

Share - Use social media to highlight the good works of others.  Did you notice a new product at the show that is helpful for you business?  Spread the word.  Just attended a great presentation? Let others know so they can get the handouts before they are gone.

Pick up the dinner tab or a round of drinks.  Bring a small gift or two for nobody in particular.  I enjoy a cigar once in a while and have friends that do.  While I won't have time to enjoy one at this event, I'm bringing a few for my cigar aficionado friends to say thanks for being a valued resource.

On the healthier side, you can share a workout.  I've already had an invitation from Facebook so I'm bringing my gear to log a few miles with an industry friend.  This is a nice break and an excellent way to share quality time.

Engage - Bring your camera or Flip Mino camcorder to shoot a video that captures the excitement and action.  It's a great way to capture the energy of the event on your blog when you get back home.

Be Green - Take what you need.  I used to pick up the little promotional do-dads when my kids were younger.  Now that they are in college, or soon will be, there is no need for me to bring trinkets home that I am just going to toss out. 

Visualize - Who is the special person you are hoping to connect with, that recognized expert in your industry?  Jot their name down in your trip folder with some ideas to share - this is a visualization exercise - and it works.  Don't be surprised when they walk around the corner and you are prepared with just the right thing to say. You scored again! 

Remember, luck is simply opportunity meeting preparedness.  Help it along with some new media strategies and it will.

  

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Sales and Marketing Leadership: Exploit the Gap

It is human nature to work hard to improve.  The challenge may determining where to apply your efforts.  If you focus on your most important actions, you will make progress. However, every entrepreneurial marketer knows the juicy opportunities, the ones that nobody is presently serving, lie within the gaps between the worn out ruts of everyday commerce.  

 

Opportunity always exists in those hidden areas that others have not exploited.  Financiers understand that when margins get fat, there is an opportunity to exploit them.  Even practitioners of meditation understand the goal is to find the space between the conditioned and ordinary thoughts, because it is there that you will tap into original thoughts. It just takes a new perspective - looking with fresh eyes.

When I actively participated in triathlons, I trained like a crazy man.  In a single week I would swim up to a dozen miles, run up to fifty, and bike well over a hundred miles.  While I made progress in my race results, my easiest and most sustainable progress occurred when I discovered the opportunity between the swim, bike, and run legs of a triathlon.  These are referred to as the transitions.  You have to change gear at each transition and engage the next activity as quickly as possible, while your muscles ache with fatigue and your focus is dulled --- and the clock is running.

So, I started to measure my transitions.  They were a little over a minute each.  That's not a lot of time, but each second counts.  And in our ultra-competitive business environment, profits are like those seconds.  They all count.  The swim to bike transition in a triathlon involves putting on your required safety helmet, attaching the strap, getting into shoes and securing them, and safely getting onto the bike, which has to be pulled out of the rack with sweaty hands, and tired feet that are prone to mashing a gear and throwing the chain off.  Plus, if you are wearing a wetsuit during the swim leg to increase your buoyancy and swim speed, you also have to remove that first.  This all takes time, and one misstep adds 10-20 valuable seconds to that minute it takes when it all works well.

My discovery was that with practice, I was able to take that unproductive time and reduce it by an amazing 70%.  Those are valuable seconds!   When you are already at peak physical condition, reducing your swimming or running time by 45 seconds is huge.  And to think you can alternatively accomplish this just by studying, planning, and arranging your equipment in new ways to minimize unnecessary actions.  Yes, the easy gains were within the spaces between the activities where we all of us typically focus our efforts. In short, I realized that following the herd was leading me nowhere.

Where are your transitions and spaces?  Where are you mindlessly following the herd? Where can you refocus your sales and marketing efforts to reach customers and build the those bulletproof relationships we all value so highly?  If you don't take a hard look , your competitors eventually will.  And as we know, the prize usually goes to the leader, who will always remain ahead of the pack.

Are you blogging now? Are you actively using social media to complement your mainstream marketing methods?  I work with clients in many diverse industries, ranging from contracting, publishing, commodities, and healthcare.  In each one, we've identified a gap. These gaps are easy to find, but it takes work to realize the results. 

We all cling to habits and tend to stay on the path that used to lead us to productive results - but that now pulls us straight into a rut.  But you don't see the rut because you have been there so long you have become comfortable with it.  You indeed have your blinders on.

Consider being the one that finds and exploits the gaps in your industry to achieve more with less effort.  First you have to explore your business processes.  My suggestion is to write out the steps of your best efforts - your home runs, your huge successes.  Then seek to trim and refine your process.  Find the gap between where you are now and where you can comfortably own your market and those customers that are ideal for you. I guarantee if you look you will find that space - and within it, the the opportunity for growth.

Photo Credit: ant.photos

Digging Into Customer Behavior to Build Market Relevance

Going back more years than I care to admit to, when I was studying for my MBA, I began a fascination with how and why people buy.

In college I learned the foundation of market behavior, but I later learned to always trust my gut, which is backed by invaluable observations and analysis from real, live customers that I've had direct experience with.  You have this same experience too, and there is no better time than now to mine the data that you have been collecting in that computer you call your brain.

If you dig in and strategically analyze your market, specifically your customers, you will discover they mostly buy what they want, not necessarily what they need.   So, your job is to always be asking yourself what they want next.  You have to be one step ahead of them.  This may be the most important tool in your marketing and sales process.  I'll tell you why as we wrap this up.

During the 20 years I owned and operated my landscape business, I was pleasantly surprised on many occasions by customers that willingly extended their budgets far beyond their initial target.  Why?  We introduced them to something they had only imagined was possible.  If you can stay on top of your game, you can help your customers complete their imagined ideas, what they really want, and discover that gold which lies in the rubble your competitors are leaving behind.

You see, the customer's imagination is limited by their experience.  They cannot possibly know what is available to them, and for that matter, what the investment may be to realize that imagined possibility.  We all have imaginations, and we can all imagine some pretty cool things.  The problem is finding an expert with the courage to show us the way - someone who will take the time to help us dig through our needs and wants, and ultimately bring us to the value proposition that stands tall above the easy sale.

The success of your business lies in being a necessary part of the buying process.   If you aren't relevant to the customer's buying process, then they may as well make the purchase online.  Fortunately, computers cannot yet alert us to the ever so subtle signals customers will reveal to you when you have built a relationship with them.  Where else can you find these clues?  You guessed it, by using social media. It amplifies who they are through their daily actions - their postings. 

How important is it to be relevant to your marketplace - a player that is known to deliver the goods?  The interesting part of this learning process is your customers will sense your efforts.  Even if you don't come up with a solution, they will admire your inquisitiveness, and more often than not, stick with you until you do.  Contrary to what some believe, they WANT you to succeed!

Think of your market as a community that is rooting for your success.  You have to believe that. Use your interpersonal skills to build trust.  Use social media to reinforce your community and make it even stronger.  It will support you; that's what communities do. 

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Photo Credit:  Caro Wallis

Remember Full Service? DING, DING!

Last weekend I took a road trip with my son Zak to visit some prospective colleges.  Our first stop was The Ohio State University, located in Columbus, Ohio, where I grew up.  The rest of the family was puzzled by the the name, which is "THE" Ohio State University, as opposed to just being Ohio State University.  While some think it is a silly moniker, I happen to like it.  It has attitude!  You should be proud of your brand too.

After that excursion, we headed south to Oxford, Ohio to visit my alma mater, Miami University.  This too was a fine experience, with the highlight being a special, private tour of the new LEED Certified building at the Farmer School of Business - which houses their top ranked business program.  Our tour was led by Alan Oak, a consummate professional who I met earlier this year while giving a couple of presentations to the Marketing and IT students on social media marketing. That's right, your future hires are learning the ways of social media too.

Both of these campus presentations and tours were well organized and staffed by energetic student leaders who delivered an exceptional experience.  And our private tour of Indiana University was also top notch. Our guide for that final leg happened to be my daughter Ali, who is a sophomore in IU's Kelley School of Business. Nice work Ali!

Full service?  You bet.  My assessment of all three schools and their business programs, which is Zak's primary area interest, are such that you could flip a coin to make a choice you would not regret.  Yet, it was one, seemingly insignificant event in particular that really triggered my thoughts about exceptional customer service.

When we headed out of Oxford, a rural town of less than 10,000 when you exclude the Miami students, we stopped to gas up.  Pulling up to the pumps I heard a familiar sound - that unmistakable DING-DING that is indicative of what a full-service gas station - called SERVICE stations a while ago, were like.  If you don't know what I'm talking about, watch the film Back to the Future.  When Marty McFly goes back to 1955 he witnesses the rush of attendants checking the tire pressure, the oil level, and cleaning the windows of an automobile within seconds of its arrival for refueling.  The DING-DING bell is triggered by driving over the rubber hose that is noticeably visible in the image above.

While slightly exaggerated in the film, many of us who grew up in the '60's and '70's did indeed experience a full-service experience when we needed fuel.  At the very least, while we waited in our cars, an attendant greeted us and asked if he should "fill-'er up?" - and then proceeded to do so, while also cleaning the bugs off the windshield. That full-service was expected and probably not appreciated back then; though, imagine your surprise if you received that treatment today?

My belief is you had better prepare for providing a full-service experience for your customers.  However you define it, your customers today expect more - and they don't expect to pay for it.  So, get over that right now.  Personalized service is more than giving a little extra; it's showing the customer that you care about them. Do you? 

When I heard that DING-DING, there was a brief moment of excitement where I waited with anticipation for an attendant to walk out of that station to at least give me friendly hello.  It didn't happen.  I guess the bell was just a forgotten remnant from the old days. Full service doesn't have to be a big deal, but today you do have to show you care, and the only way to do that is to deliver a little extra, just like Alan did by taking time out of his Saturday to give us a tour of the business school -- all because we made the trip to his place of business.  DING, DING. 

Maybe you need your own DING-DING to remind you to do so.  When you sign a new customer, do you take their money and move on to the next one?  Or do you ask them if they want Unleaded or Premium - as it relates to what you do, of course?!  Maybe your customer needs an oil change, but doesn't know it.  The only way you are going to find that out is to make the extra effort and show that you are a full-service kind of company.

Your competitors may think you are crazy, and you may even feel a little silly doing something you won't get paid for, but if you truly embrace full service, I guarantee you your satisfied and loyal customers will remember you, refer you, and remain loyal to you. 

If you are interested, Zak is leaning towards Ohio State. He loved the energy.  Hang in there Miami and Indiana, it's only half-time.

Yes, I would love to hear from you!  Click on the word 'comments' below to do so.  And feel free to use the little green ShareThis widget or the Email link below to share this post on your social media sites.  You can also subscribe to the feed to your reader or by entering your email above.

Service Station Photo Credit: Marcin Wichary

A Presidential Lesson In Value Marketing

In accepting the apology yesterday of the congressman that called him a liar, President Obama added that most Americans want to see a more civil political discourse.  Obama said, "The media can always be helpful by not giving all the attention to the loudest or shrillest voices --- and try to stay a little bit more focused on the issues at hand."

What does this have to do with value marketing?  Before I get to that, lets define value marketing.  Value marketing is a term that is often used when their are unique qualities associated with a product or service that may not be readily apparent.  For the buyer, this can be challenging because they need to understand that value if they are going to pay the the higher price.  Maybe the price isn't higher and its just a matter of choosing product A over product B.  Either way, this is important concept to grasp for the entrepreneur or sales professional who needs to close more deals now.

My perception of value marketing today is diametrically opposed to traditional marketing methods that often involve not much more than beating the drum louder and longer to be heard in a crowded marketplace.  Customers today are too sophisticated to respond to these "shrill voices."  As President Obama accurately points out, as a global society we are moving towards civility and reason.  I believe this is due in no small part to the influences of social media.  Nevertheless, the question is where is the value today?  It is YOU!  Truth is, that's where it always has been.

To increase your value to your prospects and customers you don't need to sensationalize to get their attention, you just need to personally go where they are.  This means you should literally get face to face with your customers, first and foremost.  And you should also be sure you have a solid Web presence -- because that is where your prospects and customers are going to get answers.  Go where your customers are - both physically and virtually.  This is the only way you can be a relevant factor in their value equation. 

This brings us to my definition of value marketing as you can apply it to your business today.  Value marketing is being likable, or better yet, lovable.  Value marketing is being honest and authentic in your business practices.  Being unpolished and raw is the new shiny.  And finally, value marketing is taking people where they want to go.  Traditional marketing says don't make promises you can't keep.  Today's value marketing says make promises and show the customer your system for keeping that promise. 

When I think of traditional marketing I think of a loud voice that initially gets your attention, but ultimately gets tuned out - like the shrill voice of a screaming baby.  Value marketing is the cute, adorable, irresistible baby.  It gets cuddled and hugged and everyone tunes into its every move.  Let's take a look at how you can apply these principles to your business - and be that lovable baby.

Value is Quiet

The really cute babies don't have to be the center of attention all of the time.   They just do what they do well, which is being ready for the moment when it is time to perform.  We've all been there..."Dad, get the camcorder, she's doing it again!"  Yes, cute babies deliver and so should you.  Surely you've noticed the too good to be true offers usually are?  Why is this?  Well, when the value is low, you have to scream louder and longer to get noticed - like a screaming baby that only wants what it wants.  Astute buyers recognize this and quietly walk away.

Value is always quiet, and so should be your value marketing.  Value doesn't need to be heard above the noise; it already is.  In fact, the louder the marketing message gets, the more the value decreases...from 20% off... to 50% off..to Going Out of Business!  The lesson is this:  Be cute, or rather, quietly confident.  Make a personal connection with your market and that irresistible value that is unique to you and your product or service will be always be center stage.  YouTube is just one social media resource for accomplishing this.

Value Doesn't Try Too Hard

The marketers that do have value to offer understand they only have to find one buyer at a time.   Before long, they build up a stream of word-of-mouth referrals.  This strategy works equally well offline and with social media.  Using the social networks well simply requires the quiet reinforcement of your value to the right audience - without sensationalizing.  In other words, you don't want to look like you are trying hard.  Just pull back the curtain and show them who you are and how you do what you do well.

Value is Seductive

A value exchange involves much more than money. That's the end game. People first buy with their attention.  That exchange leads to a commitment, usually of time, which leads to a situation where you are in control.  And believe this - control is one of the keys to marketing if you understand how to use it for serving your customers.  The paradox is that while we all seek and love freedom, we secretly value those that take the reins and show us the way.

In any endeavor, there is always a need for leaders - we want them, we admire them, and yes, we can even fall in love with their charming ways. If you can make the process interesting or entertaining, better yet - you've got our attention, and baby, you will soon have our money! 

Photo Credit:  PSD

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How to Sell in a Web 2.0 Economy

Yesterday I spoke at the 2009 Snow and Ice Management Symposium - The Four Greatest Days of Snow.  Sometimes you are with a group of people and the collaborative energy is undeniable; this was one of those experiences.   The snow business has changed dramatically since this organization was formed over ten years ago.  Professionalism is expected these days or you are out, just as with virtually every other other industry.  At the same time, our society is changing, especially the last couple of years.  It only stands to reason then that you need to adjust your selling practices to accommodate these changes.  

My role at this event was to educate the members about selling.   As I prepared my Selling Like a Natural™ program, which I have presented to SIMA on several occasions over the last 5 years, I began to wonder if the word selling is even relevant anymore.   Customers today have complex needs that reach beyond those satisfied by just professional service.  Why?  Customers are people.  They have personal needs, and being members of a community that may be dealing with economic challenges, they tend to engage with brands that are consistent with their views of society - companies that care. 

This is actually great news for entrepreneurs whose business brands are practically synonymous with their personal brands - what they personally care about.  They are the company.  Their personal involvement within the communities they serve wraps a layer over their company brand that can differentiate them in bidding situations where all other things are equal - if they have the tools and know-how. 

One way this  can work is to use social media to show prospects and customers what you really care about.  Give them a behind the scenes look at your company's operations and how you have integrated this with your way of doing business.  Are you passionate about safety, a logical one for snow professionals?  How about the environment, education, or possibly a family oriented workplace?  Customers know that who you are is inseparable from your company brand, and that is engaging and builds trust, which is a huge selling too when much of the cost of your operations lies in prep work or the work that is performed late at night  -- both of which the customer never gets a good look at to appreciate its value.

To show how easy this is, I pulled out my Flip Mino camcorder and recorded an impromptu video for my enthusiastic audience (posted below).   A video blog like this one would be an excellent tool for developing a reality show - short segments over the season that give glimpses of what's really involved for snow professionals that deal with unpredictable and harsh weather conditions at every turn.  If that's too complicated, taking that Flip and shooting some 2 or 3 minute videos and posting  YouTube® would also tell a powerful story.  Prospects and customers could be directed to these through ezines, newsletters, and even direct sales conversations. 

Social media is a powerful medium for selling, marketing, and building relationships.  There is a common perception that technology creates a distance between us.  The opposite is true.  Social media engages people in new ways if you know how to use it.  It humanizes the selling experience by communicating what people need and want to know.   Traditional selling isn't going to work in an economy that is heavily influenced by Web 2.0 methods.

My impression of the snow and ice management industry is they get this.  They are a relaxed group of people that love what they do.  I have no doubt the SIMA members I had the pleasure of engaging with will embrace these new methods for engaging their customers at all levels - professionally, socially, and personally.   Good luck everyone.  It was my pleasure learning with you. 

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Face-to-Face or Facebook? How to Shape Your Business Growth

"I don't believe in that Facebook stuff.  I do business face-to-face."  That was a comment from an audience member last week in Louisville, Kentucky where I spoke to about 250 green industry professionals.  One program I presented was on blogging and social media marketing, something I'm very passionate about.  Why?  Because blogging and social media marketing can get the phone ringing now - in this tight economy.  Needless to say, my friend in the audience got me to thinking about how and why to use Facebook when you are a face-to-face guy.

Yesterday was Halloween.  My 16 year old son dressed up as a pirate for the party he was going to.  On his way out, he answered the doorbell and greeted the trick or treaters.  One cute little girl said, "Oooh...you're a pirate!"  Zak said, "That's right, and if you better watch out or I'll make you walk the plank."  She ran off screaming with delight!  It's so real to them, isn't it?  Maybe that's what we need to do with social media marketing.  Get involved with it and learn to make it just as real as face-to-face.

Look, 20 years ago when I started my landscape business we were off at the crack of dawn and we finished at sunset.  Then we'd pull the trucks together and enjoy some nice conversation and maybe a couple of beers.  Guess what?  Those days are gone.  For one thing, most of us don't have the time.  Heck, our kids have just as many responsibilities as we do.  Also, our society has changed dramatically too.  Having a couple of beers before heading home just isn't in the cards anymore.  The risk is just too high.  It's the same with our customers too.  The stakes have gone up.  Attracting and keeping customers is even more important than it used to be because everyone's time is so precious.  The value of having a face-to-face meeting with a prospect or customer is now huge.  It's an honor to not take lightly.

I have been trying to reach one of my best customers for weeks.  So, you can imagine my delight of running into her at the grocery store yesterday.  We chatted about a number of things, but mostly the upcoming election.  She acknowledged my emails and calls and agreed to get back to me after Tuesday.  The best part about this chance encounter is because we are connected on Facebook, we were able to pick up our conversation like we had just talked yesterday, when in fact it has been months.

Have you seen the movie Sliding Doors, which starred Gwyneth Paltrow?  It's a film that demonstrates how just a few seconds can create a chance encounter that could change your life.  It's a film that gets us asking those  'what if' questions.  So, I ask you, what if you could take a few minutes a day to connect - to enhance your relationship with everyone that is significant in your life?  Is it worth it?  I know that I can use blogging and social media marketing to to shape things in my life so they are more favorable for me and my business.  And in the grand scheme of things, I also know those seconds or minutes will accumulate and eventually reach a tipping point that will result in better relationships, more opportunities, and probably a few more friends.  There's no substitute for face-to-face, but a little time blogging or social media marketing sure beats 'walking the plank' in this tight economy!'

Shakin' It Here Boss - Internet Marketing 101

If you are a Paul Newman fan, you undoubtedly recognize this post on growing your business acknowledges the passing of one of the great guys in film.  The words "shakin' it here boss," were of course used by Paul Newman in In the film Cool Hand Luke.  In this 1967 film about Luke (Paul Newman) and the other prisoners on the chain gang, if you needed to take a bio break you went into the ditch where you would frequently shake a branch of the willowy shrubs and and yell out "shakin' it here boss."  This accomplished a couple of things (beyond that bio break).  One, the boss knew you were still there and had not run off.  And two, he knew you were exactly right there! --- so he wouldn't mistake you for an animal moving around in the brush and shoot you.  That will keep you on your toes!  And don't forget the Charmin.

Here's the point.  This is a lot like Marketing where you have to make some noise to get noticed.  If you think of your customer or prospect as "the boss", then you understand where I'm going with this.  Your customers like to know what you are up to.  They really do.  We call this communication.  If they don't hear from you every now and then, they forget about you.  You won't get shot, but you may lose them as a customer, which is pretty much the same thing today.   The key is it doesn't have to be complicated.  That's one the beauty of Internet Marketing as compared to traditional marketing.  You have the means of quickly communicating a message through such methods as blogging, social media marketing, and micro-blogging. As long as you keep shakin' it, your business will continue to grow and you'll remain relevant.  That's the formula:  Have a simple, relevant message, and get the word out about it frequently. 

Now, to take this analogy with Cool Hand Luke further, let's continue the story.  Well, Luke decided at one point that he had had about enough and was going to escape.  So, on this particular trip into the ditch he brings a long stretch of string that he ties to the branch of the shrub he is using as cover.  Just for good measure he yells out one or two times -- "shakin' it here boss" -- then proceeds to run off, all the while shaking the branch with that string as he gets a head start on the boss.  It works because the boss has an expectation about that shaking branch.  In markets, there are expectations too.  If you are just meeting expectations, you may be alright, as some expectations are good.  Then again, do you want your business to just be alright or do you want more?  You can use your Internet Marketing to shake things up -- to stay ahead of the game.  That's something you also have to clearly understand.  With Internet Marketing it is so easy to be copied.  Yes, people will "borrow" your ideas.  You can try to fight it, but that seldom works and takes too much effort.  Better to just continue to raise the bar and you'll get noticed even more.  Position your company in unique ways that demonstrate you are on top of your game.  Lead the market.  And to paraphrase a line from the movie.....now that's a real cool hand!

Finally, if you'll be at the Green Industry Conference later this month in Louisville, Ky, I'll be presenting a session on Blogging and Social Media Marketing on Saturday October 25th at 9:30 a.m.  Come and learn more - especially if you are a green industry professional.

Is Selling Successfully Instinctive?

If you've experienced success in your selling career, then you are more likely to be successful in the future.  Everything builds and grows until you are selling almost instinctively.  You begin to anticipate objections and opportunities for closing.   And, you have stories to tell that help you do this.  You can help your prospects see how things may work for them by telling them stories of your past successes.  You have to make those stories come alive!  You may not want to share the names, but you can certainly develop the characters.  Do this by adding details that you would only know if you were really there.  The more specific the details, the more credible the story.  And yes, it's o.k. to exaggerate a little. Exaggerate or embellish interesting details to inject some drama or humor.   

The story I would like to share with you happened about ten years ago when I had just completed a landscape renovation for one of my favorite clients.  His name is Bob.  Bob was more than a customer.  He was a mentor too.  So rather than sending me a check for our work, I would always go to his home and pick it up.  That way we would have an opportunity to talk business, usually over a cup of coffee at the kitchen table.  The T.V. might be blaring, or one or both of our phones ringing, but we would nevertheless carry on our business banter for at least an hour.  When the meeting was over, I'd  be on my way. 

On one particular day we concluded the meeting differently.  Bob walked me outside.  We stood on the front entrance and admired the work that was just completed at his home on a quiet cul-de-sac. That's when Bob asked me a very important question.  It's a simple question that I believe drives most successful sales transactions.  In fact, this thought is on just about eveyone's mind in this fast-paced society we live in........what's next?  That's the question.  That's what Bob asked me.  "What's next?"  Think about it.  You are always either doing something or thinking about what's going to happen next.   Here's how it went for me and Bob.

So, what's next?

What do you mean what's next, we're done?

You don't get it - do you? 

I guess I don't.. help me out.     

And that's when Bob proceeded to tell me my work wasn't done.  Don't misunderstand, he loved the work we did and really showed his appreciation.  What he was asking me was what other projects could we do together.  How else could we add more value to his home, and therefore, this relationship.  He wanted to know that I was thinking ahead.  He wanted to know what was on the cutting edge.  He didn't want to hear from one of his neighbors first.  He wanted to be first.  He wanted to know he was in good hands - that I was going to take care of him and the investments that he had already made.  It made me realize something.  I was committing one of the cardinal sins of selling.  In a way,  I was leaving money on the table!  Why?  Because I was going to go back to the office and relax and celebrate this project.  I had no idea what was next! 

Do you know what's next for your customers?  Are you developing new products and services, or somehow upgrading your offerings?  Depending upon your industry, this can take time.  Yet, any salesperson can add value to that relationship by doing one simple thing - communicating!  Let your clients know you are thinking about what's next.  That can be enough.  In the movie Top Gun, Tom Cruise plays the role of Maverick, the cocky fighter pilot who is known as a little bit dangerous because he flies by the seat of his pants.  Or does he?  During flight training, he says, "If you think up there, you're dead."   I don't think he meant this literally.  His point was when you know your craft well, when you can anticipate what's next, you can instinctively take the right actions.  They'll only be reckless if you aren't prepared - if you aren't well trained and experienced.   

If you are going to be a Top Gun sales professional, you have to be able to respond instinctively - just like a fighter pilot.  You have to know your craft and always be anticipating what's next.  Then you can respond with confidence.  And your customers will always be with you.  Selling is a game of confidence.  Train well and anticipate and you'll always be ready.

Behavior Reveals Your Environment - It's a Poker Game

On August 9th I made a post entitled Environment Shapes Behavior.   I was amazed at the interest in that topic so I'm going a little deeper on this topic.  Since environment does shape behavior, it only goes to reason that your behavior reveals something about you and that environment - which consists of your personal and work environment.  All of the environmental influences in our lives affect us - they shape our behavior.   And guess what?  It's all written on your face!

If you have seen the 1998 movie Rounders, you know that Matt Damon plays Mike McDermott, a struggling law student whose real gift is playing poker.  Mike explains his secret - play the man, not the cards.  Why?  Because the facial expressions of the player reveal the cards in their hands.  Mike explains... if a player acts meek - he's got a hand.  If he's cocky - he's bluffing.  It's the same in business.  All of the behaviors people display reveal what's going on in that business - plain and simple.  Even today, I went to my local Starbucks and received a great cup of coffee (and a satisfactory smoothie -but that's another story).  Anyway, the behavior of the staff there tells me something isn't right.  And founder Howard Schultz knows something isn't right too.  That's why he has stepped in to make things right.  Don't get me wrong, everyone was polite.  But I can tell you things have changed at Starbucks.  Years ago when the staff at every Starbucks was having fun and carrying on a lot of good-natured banter with us customers - Starbucks was making money.  Mark my words, when the staff at Starbucks starts to loosen up again - when the environment gets a lot more light-hearted, you'll know they're making money too.   But remember that behavior only provides clues.  You also have to know how to interpret those clues.  If it was easy I'd be sitting at a poker table everyday! 

Most people take others at "face value."  This is how we get into bad business deals.  The signals and clues are there, but we override them.  Take the time and learn how to to study the man, as Mike McDermott did, if you want to increase your chances in this poker game we call life.  When someone says they are happy and their tired eyes indicate otherwise - be a friend and go a little deeper.  "Are you sure? - you may ask.  They may just tell you what's really going on in their lives - or their business - and then you'll be able to help them.  And guess what?  Now you've just made a positive change in your environment through a very simple action.  It works!   

Risky Business or Built to Last? - Here's How:

Lately I have been hearing a lot of talk about being transparent in your business.  By this most people mean being genuine and authentic.  I'm also hearing more about growing a business by getting your customers to love you.  Still others are saying "friends do business with friends."  How do you feel about this?  I have been trying to reconcile all of this, especially after a recent teleconference with some colleagues that are on a customer service panel I’ll be facilitating at an upcoming PLANET conference – Green Industry Conference. 

My personal opinion is this all sounds good, but in practice is just isn’t practical. And that view was shared by my colleagues. I start to recall the old school techniques I learned when I was fresh out of college in a corporate sales position.  The sales training went something like,  "Get 'em to love you and they'll buy anything." This much I can tell you from my own experiences as a business owner - business is still business.  Its tough enough getting people to like you, much less love you.  The reason for that is behaviors are driven by emotions – and that is a slippery slope to build a business on. 

The vital thing that precedes love and friendship is trust. That's right, if you can get people to trust you, they will be more likely to stay with you for life.  Why? Trust is sustainable.  Trust can last a long time – and that should be great news to forward thinking business leaders. Let's face it, what is the number one reason for the break-up of most friendships, especially those intimate friendships we call marriage?  You got it - lack of trust.  It usually occurs because somebody has crossed the line.  My suggestion for establishing more PRODUCTIVE BUSINESS RELATIONSHIPS is clearly defining those relationships - setting boundaries, being clear about what everyone's responsibilities are, keeping it.....well, business-like.   

So, what's the best way to get started building these business relationships? I suggest being "Professionally Friendly."  Nobody wants to do business with a stiff.  So, start by being professional and friendly and living by a value system.  The trust builds from there.  People will learn that you care about them.  In fact, one definition of trust is..."able to be entrusted with."  Your customers are entrusting you with a number of things, not the least of which is their money.  So, you have to deliver.  If you mess things up, you have to make it right, just as Tom Cruise did in the film Risky Business.  In the movie, Tom plays Joel Goodsen, the high school senior who is entrusted with the care of the family castle on Chicago's prestigious North Shore while his parents take a vacation.  "We trust you Joel," were his mother's last words.  Of course, he betrays that trust and takes the Porsche out of the garage and puts it in Lake Michigan.  Nevertheless, he is able to secure the funds to make everything right.  His methods are a stretch - but hey, it's a movie.  The point is the story ends well and he gets accepted to Princeton to study, what else, business.  Trust me (pun intended); business isn't risky if you are clear and authentic with your customers. If you do that, your business will prosper and your life will be much simpler.  Love your family, let your customers trust you, and you'll have all the business - and friends - that you need.

Sell More Using the 3 Step Happy Place Method

One of the most overlooked skills in business is intuition.  You heard me right - it is a skill.  That means it can be taught and learned and strengthened over time.  This is a skill that comes in handy in a number of situations.  It's a skill that golfers use to lag their first putt close enough to the hole to have a tap-in to close out the whole.    You may have seen the movie Happy Gilmore in which Happy Gilmore, played by Adam Sandler, learns to go to his "happy place" so that he can overcome his putting woes.  What is the happy place?  It's a quiet place between your thoughts where you are fully experiencing a situation with your whole body - not just with your mind.   And your body and mind then together become this incredible computer that instantly makes the right calculations that lead to the right response.

Here's another example.  If you've seen the movie Backdraft, you may recall the scene where Kurt Russel, playing the lead character - a fire-figher, finds himself in a burning building that he knows is about to collapse.  His intuition enables him to save his life and others too.  How does he know what's going to happen? - from experience.  He has experienced situations like this before and his body perceives stimuli that give him clues in split second.  Unlike mental activity, intuition is instantaneous.

Intuition is when you access a lifetime of experience - compare it to a situation you are presently experiencing - and making an appropriate response - all in a split second.  How do you do this?  By listening to your body.  This is how an experienced sales professional knows when it's time to close the deal.  They just know.  It's that simple.  They know because they've been there before and have recorded information that they can now trust.

What if you don't have a lot of experience?  Find someone that does and listen to them.  Make their experience your own. 

To summarize, here is my simple formula for living a better life in general, and if you are in the profession of selling, having greater success with that too:

1.  Acquire Experience - Get in the Game!
2.  Go to Your Happy Place! - Listen with Your Whole Body 
3.  Trust that You'll Make the Right Choices

That's it.  Lesson concluded.  It really is easy.  And it really works.  You'll also discover there is a lot of scientific data to support this, but let's leave that discussion to the body-mind experts.   Just know that it works.  But keep in mind one of the keys to this method.   The more you trust it the better it works.  Why? because you can't fight your way there.  Trying too hard creates more chatter in your mind that makes it difficult to really listen. 

So, go out there now and live more, sell more, and enjoy life.  I trust you will.

Can You Sell What You Don't Believe In?

The other day I was enjoying a glass of orange juice from the Whole Foods Market that recently opened here in Naperville, Illinois.  I was curious as to why this product was so much better than the others?  I looked at the label for a clue and all it said was "fresh squeezed orange juice."  Of course, I thought, that's exactly why it was so good.  It was real!  The true nature of orange juice is this - it's a great product if you get if fresh.  That's all there is to it!

Why was this a significant moment.  Well, the previous week I was drinking orange juice from the other supermarket and I noticed something strange on the label - the words "some pulp."  What does that mean, I wondered?  What are the specifications for "some pulp."  I was so curious I went to the store to do a little more research.  As expected, in addition to Some Pulp, there is No Pulp, Lots of Pulp, Healthy Kids, Low Acid, and Antioxidant - all for one particular brand.  Now, excuse me, but if something has been added to or taken out of my orange juice - is it really orange juice anymore?  Why would you have to do that if you have a quality product?  The key here is the marketers can have a tendency to complicate things.  In their efforts to represent products to be more than they are, they lose sight of what really sells in the first place - a clear representation.

To answer my question, no, I don't believe you can sell something you don't believe in.  In the movie Walk the Line, Johnny Cash is auditioning in the studio of the legendary producer Sam Phillips.  He and his band are performing this gospel tune for just a short while before Sam interrupts them.  He says to Johnny - "I don't believe you."  He didn't believe Johnny felt something about that music -  that it was really a part of him, something he believed in.  Sorry Johnny - no sale.  Sam explains, "If you were hit by a truck..is that the song you would play before you were dirt...or would you sing somethin' different?  Something real.  Something you felt! And that's exactly what Johnny proceeded to do.  So what am I thinking --- Yeah, I feel bad for that adulterated orange juice that has to masquerade as something it isn't when the real thing is so good! 

You get the point.  Selling is a very simple process when its clear what is being sold and whatever you are selling is accurately represented by a trained salesperson - nothing more or less.  This is where people can be unclear if you aren't clear.  And when that happens - no sale.  They start thinking either you don't know, or worse, that you are not telling the truth - i.e. it's too good to be true. When this happens you lose credibility.  If there is anything you can count on in the profession of selling, it's being who you are.  That resonates with people.  If you get that right, meaning you believe in yourself and the product you represent - and the marketers in your company do their job of clearly positioning the product, the rest is pure and refreshing - like a perfect glass of orange juice.

Environment Shapes Successful Behavior

This past week I had the privilege of hearing the remarkable story of Bill Strickland at the annual convention of The National Speakers Association in New York City.  Mr. Strickland has transformed the lives of thousands of inner city kids and their families by creating a center right in the heart of the poorest part of Pittsburgh where he grew up.  As he pointed out - "because that's exactly where it had to be."  Bill Strickland raised the funds to create a world class - and I do mean world class center that takes the natural abilities that we all have and nurtures them by training these kids to go on to successful careers, even as Ph'd's and physicians.  Mr. Strickland believes that environment shapes behavior.  I couldn't agree with him more.  As a landscape architect for the last twenty years, I'm always amazed at how peoples lives and lifestyles are transformed by enhancing their environments.

What exactly did Bill Strickland do?  Well, in this beautiful center he began to bring in original artwork.  The naysayers said that wasn't a good idea because it would might get harmed. In 24 years they've not had one incident.  So he has brought in more original art, which happens to be one of his passions.  He did the same with jazz music.  His center soon attracted the attention of gourmet chefs, who now help train the students in the culinary arts while also create amazing food that everyone enjoys.  There's more.  Every day they bring in fresh flowers - every day!  I don't know how he pulls it off, but now there are other centers like this being developed across the country with a goal to create 200 of them.  Organizations like Dell are donating computers. Steelcase donated furniture.  Paul Simon brought in his engineers to help develop the recording studio that attracted world class musicians like Herbie Hancock that have even recorded Grammy winning work there. I think you'll be hearing more about Bill Strickland's story now that he has put it into print.  Check out his book - Make the Impossible Possible.

Businesses people like you and me can learn from this.  Change the work environment and you will change productivity.   A beautiful environment supports high expectations that produce results -whether that means increased sales or better customer service.  But what if you are an employee working out of a cubicle and can't change your environment?   I'm sure you can always do something like bringing in a personal photo.  Yet, we all can change our attitude about our environment by accepting what can't be changed.  In one of my favorite movies, the Jericho Mile, Peter Strauss plays the lead character Rain Murphy who is a convicted felon and also a world class runner.  Running is Murphy's way of "doing his time."  The warden wanted to take Murphy outside the prison to train for the Olympics - good intentions - but not so good result.  Well, the movie ends with Murphy celebrating with his own olympics within the walls of the prison.  It says the a lot about the human spirit and the power of the mind.  And it showcases the Rolling Stones classic Sympathy for the Devil quite well.  Until next week, see what you can do to bring some beauty to your life and the people you work with.  Everyone deserves to learn and work in the right environment.

 

Be Prepared to be Confident in Your Business

Yesterday I was riding my bicycle and was several miles into the ride before I realized I had forgotten my safety helmet.  After years of triathlons and recreational riding this concerned me.  I felt naked after I became aware of it!   However, there was a storm approaching so I didn't want to turn back.  The result was I ended up skidding on gravel or potholes more than once because I felt UNPREPARED to be making that ride.  Interestingly enough, while most of the time nearly everyone I see out riding isn't wearing a helmet - today nearly everyone was!  Go figure!

There is a great business lesson here.  You need to be prepared to do what you do - meaning, you need to have a system, method, or process in place to serve your customers or you'll never have the confidence to do what you do well.  You'll always be worried about skidding on that next patch of gravel, so to speak.  When you have confidence in knowing you have a process in place to "protect" you and your business in your endeavors, you are more able to put forth your best efforts because nobody performs well under the pressure of worry and doubt.

This incident reminded me of the movie Breaking Away in which the lead character Dave is played by Dennis Christopher.  Dave is an avid cyclist who gets his chance near the end of the movie to perform for the home crowd in Indiana University's Little 500 Bicycle Race.  Well, Dave is lapping the field at the start until he has an accident.  His teammates aren't much for cycling, save for an effort by Mike - played by a very young Dennis Quaid.  So, Dave eventually gets back on the bike, but this time his teammates tape his feet to the pedals with duct tape.  These homemade 'toe clips' resemble the equipment of a professional and this gives Dave the CONFIDENCE he's used to when he is properly prepared for a race.  He is now able to commit himself to using his talents to win the race - which he does.

Do you have the right structure in place to serve your customers?  If not, then give me a call and let's talk about how easily this can be done.  It's a simple matter of breaking down what has worked in the past and building a reliable process for you AND everyone that serves your customers.

A Flexible Sales Process - It's Great for Your Customer

It's paramount in any business to have a reliable process that delivers your solutions for your customers.  However, every customer is different and the application of that process needs to be carefully executed.  Many of  my customers are like me in that we enjoy learning about the personal lives of each other.  This makes business more relaxing and relationship based.  It's one of the reasons I left the corporate world to start several successful businesses in the green industry.  I like to get to know people!

This week though, I was working with a customer that likes to get down to business.  And that's what we did.  Everything is moving along well and I believe we will successfully develop a solution that not only fixes the problem he hired me for, but also enhances his business operations so that he can operate that much more effectively in the future.  What did I do?  Well, first, as I said, I've learned over the years get to the point quickly with him.  Secondly, I quickly sized up the situation and offered that I could easily fix the problem -- though also suggesting this might be a nice opportunity to take advantage of new technology and rebuild this so that it lasts longer and works better.  Of course there is a cost involved.  But then, what is the cost of putting a band-aid on a problem?  Eventually you have to make the investment.

And that's we are likely going to do.  We're going to make an investment for the future.  I think it's a great solution to give your customers your best.  This is the approach I like to take in all my business dealings  - "It's great to be here!"  That's why I love my job.  It reminds me of the character Damone, in Cameron Crowe's classic film Fast Times at Ridgemont High describing his five point plan for picking up girls to his buddy Rad.  No. 3 in that plan is ...."act like wherever you are, that's the place to be.  ISN'T THIS GREAT!", he says.  If you do that, it's impossible for you not to adapt to the differences - the quirks, the peccadilloes, the unique characteristics of each and every one of your customers that make your business a lot more interesting for you, and hopefully, profitable too.

Successful People are Happy

My number one tip to business owners and sales and marketing professionals that are trying to grow their business and have a life is this - Successful People are Happy!  It seems obvious that successful people are happy because they enjoy the money, free time, and flexibility that comes with that success.  However, the real point is you aren't going to be happy if you aren't happy in your work.  Let's face it - if you aren't happy in your work, then you aren't happy.

In one of my favorite films, The Shawshank Redemption, Red (Morgan Freeman) comments on the walls of the prison to explain to his inmates what it means to be institutionalized, "These walls are funny.  First you hate 'em, then you get used to 'em. Enough time passes, you get so you depend on them."  What are the walls in your business?   What's keeping you from being successful because you've become so accustomed to what you used to struggle with that now you practically depend on it?  Just ask the question.  Don't worry about the answer as that will come.  You can't fool yourself.  Eventually, you'll break out of that prison and start achieving the success that was meant for you.

Well, Red also comments in the movie, when finally is ready to break out of his dead-end parole job - "Get busy livin' or get busy dying."  All it takes is a decision to be happy - to be successful.  You can even debate which comes first, because the truth is they both come at the same time.

Indiana's Got Me - w/exceptional Marketing and Service

The song says "Indiana Wants Me..." but in my case, they've already got me - actually my daughter.  I'm talking about Indiana University in Bloomington, IN.  My daughter will be attending their Kelley School of Business this fall as a freshman.  Besides being one of the top-ranked business programs nationwide, IU as an institution did an absolutely phenomenal, high-touch, marketing campaign that sealed the deal.   How?  -- with laser focused personal service. 

You may ask how you can be personal when you are seeking the attention of tens of thousands of students.  Well, as you can see from the attached image of a postcard she received early in the process, there are ways to do this.  (Click on the image to enlarge and take a look at the sign and license plate).  Additionally, they were quick to respond in every way, whether it involved scholarships, receipt of test scores, personal phone calls, whatever.  The truth is, my daughter was sold for a number of reasons that came out of her visit to the university last year.  Yet, if there had been any doubts, they were eliminated long ago. 

But it doesn't stop here.  Yesterday my daughter received a personal, hand-written note from one of the orientation coordinators (a student).  She wrote to thank Ali for her participation in one of the presentation activities during the orientation program last weekend.  Just one more little bit of extra effort that adds up with the others to create an enormous mountain of "glue" that holds together a well-orchestrated marketing effort.  I can honestly say it just may be possible for me to enjoy emptying my wallet for the next four years to support IU as they prepare my daughter for the future!  Hmm... maybe that was part of their plan? :)

Relationship Selling - Plant the Right Seeds!

How often do you tell your colleagues what they do well?  This is probably one of their unique qualities that makes the relationship valuable.  When you recognize their unique contributions to your business relationship, you validate, reinforce, and most importantly, value what they bring to the relationship.

I recently had a client thank me for following up - as requested -  on our ongoing dialogue to bring a relationship selling program to his organization.  It was a simple, even off-hand comment that I appreciated.  It made me ask myself how often I recognize the contributions others make to my work.  How often do I plant those seeds that grow into sustainable relationships? When we do this it shows the right kind of leadership.

This past weekend I saw the film "Smart People."  I'm not sure if I got all of the subtle messages in this 'think piece,' but I'm fairly certain one of them was to make a connection with people in a personal way.  Get to know the people you are engaged with.  In my opinion, this is the Right Way to operate a business.  All of our intellectual knowledge is meaningless if there isn't a personal connection.  This is what  builds relationships!  So, thanks Jason for your kind words about what I do well in our business relationship.  I appreciate it, and will carry that with me in my work with other clients.

The True Nature of Mastery

Last week I was watching Jay Leno on the Tonight Show.  Normally, I just watch the monologue.  For one thing, it's always nice to end the day with a few good laughs.  Though, as a professional speaker, I also enjoy watching to learn how a master like Jay presents and responds to the audience.

On this particular evening, I stayed up a while longer as Bill Cosby was going to be the first guest.  I figured, why not?  Let's see how another master works his craft.  I was not disappointed - the timing, the facial expressions, he makes it all look so effortless.  But  we know he has practiced, and practiced, and practiced.  After his short bit, Mr. Cosby moved over to the couch to chat with Jay.  They relived some of their experiences from the 'old days' when they were both doing stand-up.  This is when Bill revealed the true nature of mastering your craft as a comedian, which also applies to virtually any other profession, whether you are in sales, marketing, or customer service.

Mr Cosby described a particular evening when he was to do two 30 minute performances at a jazz club here in Chicago.  It was a venue that he had eagerly anticipated getting booked for.  He was all charged up and ready to go, but as the first performance grew closer, some doubts about his abilities crept into his self-talk.  He then proceeded to give a 34 minute performance in 18 minutes.   He bombed!  He told the producer he wasn't coming back for the second performance, to which the man replied, Good! -  we don't want you back.  But could you do me a favor, he asked?  Please make sure BILL COSBY shows up for the 2nd performance - because he's good!  And that's what happened.  The real Bill Cosby showed up, relaxed and engaging, and displayed the mastery that he's known for.  What a great lesson - just show up and be yourself!  Now, that's the right way to do it.  And if it works for the masters, then I'm certainly going to give it a try.  How about you?    

Is Done Better Than Perfect? - You Decide

A friend of mine is well-known in our industry for saying that 'done is better than perfect.'  He recognizes that there are perfectionists out there --- moi?!!  - that get so caught up in doing things right that they don't get things done at all. 

Regardless, I still applaud Starbucks recent ads, no doubt inspired by founder Howard Schultz stepping in to resurrect the brand he created - which of late has been tarnished by a series of missteps that have eroded the culture that made for such an exceptional - dare I say - PERFECT experience during the chains formative years.  The new slogan is simply...."Make it perfect, please."  No apologies.  If it isn't to your satisfaction, it will be.  All you have to do is ask.

In a world where quality has become a punchline, I am encouraged by Starbucks attention to getting back on track - to...well, as my friend Mark had implied...to just get it done.  Done doesn't have to be perfect, but these days, getting it done usually suggests getting it done right.  Why?  We have the resources in front of us.  All we have to do is discern, discriminate, and decide!

Green Industry Selling the Right Way

Today I gave a presentation to a group of down-to-earth green industry professionals at the Illinois Landscape Contractors Association Winter Seminar.  It's always fun to help people grow their business, but it was an especially enjoyable day for me because it was an ILCA event just like this one nearly 20 years ago where my eyes were opened to the professionalism shared by other peers when I started my landscape business.  Not many of those folks were here today, but the next generation is moving up, and that is exciting to see the enthusiasm continue to grow.

Now that the 'going green' thing - or whatever we are calling this wave of green awareness over the last few years is reaching a crescendo, I'm already hearing talk that ... this too will pass.  That may be true to some extent, but not as far as this industry is concerned.  I received an education myself today that the quality and caliber of green industry individuals, as well as the quality of projects they are producing, is continuing to rise to new levels -- including sound eco-systems that are evidently de-rigeur in certain municipalities.

The topic for the day was Selling The Right Way.  Interesting to me to work together on this with a group of ecologists, arborists, and landscape architects.  And why not?  As we discussed today, sales is only helping people to get exactly what they want - the best overall complement of value - as defined by a whole new set of parameters in our increasingly professional industry.  I wish them all well!

I Hear You AT&T, and I Like It!

AT&T recently announced their 4th quarter earnings are up 62%.  I'm not surprised because my recent experience with them was quite favorable.  I'm impressed with the new AT&T.  They've shown me they care! Best of all, AT&T seems to understand that customers do indeed take into account the OVERALL experience of working with a company. 

I was restructuring our land-line service and the representative went out of his way to show me ways to save money and simplify our package.  When I didn't opt-in to the recommended package, he still continued to work with me to accommodate my needs so that when the time comes and we're ready, we'll make the right changes for us.  It was all about me, the customer - and we all know that when we work to understand the needs of our customers we will serve them better - and retain them.   Simple, isn't it?  That's how to increase your sales - which is always good business.

So, I ask you, do you think its too late to change your sales and marketing  approach to rebuild your reputation in the marketplace?  Think again.  If mega-corporations like AT&T can pull it off with a simple, customer-centric approach, then it can also work for your business and mine.  I wish I could say I had a similar experience with my cellular service.  They don't seem to get it, but maybe they will when competitors step in and take a better approach.  Maybe that competitor will be AT@T.

Get Real Sales by Blogging

I'm a sales and marketing expert, though my expertise in two specific areas seem to be merging to create a unique niche.  For nearly fifteen years I have worked with the Chopra Center for Well Being, becoming a Certified Meditation Instructor as a result of my incredible experience.  Lately, I'm teaching more as interest in meditation is on the rise, especially with business people. There are a few reasons for this, which include reducing stress, improving productivity, though the most common one is to connect with what we intuitively know as real - our true nature.  In fact, most of the stress we experience is due to the fact that our attention is scattered all over the planet!  Reconnecting through meditation grounds you and gives you great stability and strength to accomplish your goals.

What does this have to do with blogging?  If meditation helps to understand your true nature, then blogging is one of the best tools to get that unique and personal message of yours out to your market to then attract the right clients.  Last week I gave a presentation on blogging to very attentive members of the Illinois Chapter of the National Speakers Association.  We barely scratched the surface in the 90 minutes we had together, but several new blogs have been launched as a result of that meeting, including www.pureandsimplemarketing.com, by past president Al Lautenslager.  He kindly shared that "Everything I know about blogging I learned from Jeff Korhan."  Thanks Al!  My view is blogging is one of the best ways to connect with your clients - your audience if you are a professional speaker - because they get your real, unvarnished, and therefore, credible perspective.  In fact, web and SEO expert Kurt Scholle of Web Asylum recently informed me about a study in which the identical text was placed on a blog and a website, with the blog testing as far more credible, by something like 47%.  Interesting! This only supports my belief that blogs may well usurp some of the territory currently held by websites.  Either that or the lines between the two will become blurred as we merge the two technologies.

So how do you get more sales - GET REAL!  That's what I tell my clients.  We're living in a reality based society.  If there was ever a time to cut through the b.s., now is that time.  You'll feel better, your customers will appreciate your forthrightness, and best of all, you'll sell more of your products and services.

Selling The Right Way is Transparent

Yesterday I gave my Selling the Right Way! presentation at the annual Green Industry Conference sponsored by the Professional Landcare Network (PLANET).  The audience was more than receptive - they get it! We really had a great time.   We learned that selling today has to be very transparent.  Why?  Because we are living in a reality-based world.  Nobody is fooled by the old sales and marketing tricks that used to work. We are conditioned to size up a situation very quickly - the sales professional - their company - and their product and service.  Customers want results and they want them now. 

This is good news !  Now we all get what we want sooner if we know how to deliver.  Customers are demanding that we shorten our sell cycles - get to the point - cut to the chase!  If we can do that, and they can show us the money, then everyone wins.  A great deal of our Q and A discussion centered on this point - getting customers to make a commitment quickly.  Virtually all are very willing to do this if we can get out of our own way and make the right things happen. It just takes a repeatable process where we take control of the situation and clearly demonstrate we care about that customer.  That's what I think of as the right way - everyone wins -everyone gets what they want when the sales professional and their organization have their act together.  We just have to be as transparent (i.e. honest and genuine) as possible - because everything we do has a ripple effect that not only sells the customer in front of us, but often leads to the referral of their friends!  The Right Way does Work.

Blindfolded Cliff Diver Service - It Hurts!

I've heard it said that great customer service is sometimes invisible - you don't even notice it.  While this is occasionally true, it's not always the case.  For example, why do you go to your favorite restaurant?  It's probably because you like it.  Duh?  Well, why do you like it so well?  You know what to expect. 

Now, what happens when you go to a restaurant for the first time - maybe one where you have heard good reports from friends.  You have expectations, but they may not be clear.  So, what happens first?  The waiter or waitress approaches and there is a conversation?  But is it a meaningful one?   It's up to you as the customer to let those serving you know what you want.  Conversely, it's up to you as the service professional to clearly determine what the success criteria are.   If you are serving your customers and just guessing about their needs, then you deserve those issues that inevitably arise.

Serving your customers is a challenge predominantly because you are not clear about how to please them.  Let's face it, some customers play a game where they want you to figure it out - offering only fragments of information and then complaining when they don't get what they want.  In my business I've always found it's best to keep asking until you are perfectly clear.  Here's my simple formula -- 1. Ask what your customer wants from you in a way that has them imagine the perfect project, the perfect transaction - IN THE FUTURE.  Then, all you have to do is deliver that future.  Yes, you have to get them to say it.  Of course, this can be difficult because some folks really don't know what they want.  What can you do?  2. Keep asking!  3. If that doesn't work, give your professional opinion.  Whether they like it or not, it moves them one step closer to defining what they want so you can serve it up.   Would you dive off a cliff not knowing what's on the other side?  I thought so.  So stop practicing 'blindfolded cliff diver customer service.'  You know it's gonna hurt!

Right Way Selling

One of the most valuable tools in selling is knowing your customer.  When you engage with your customer on a regular basis, you learn their habits, mannerisms, and generally what they are like as a person.  Yesterday I gave a presentation to the Snow and Ice Management Association.  One of many excellent questions I was asked was how you know how to make the right response with a customer.  For an instant, I thought of Bill Murray - aka Carl Spackler in the film Caddyshack when he makes a decision to kill the gophers on the golf course - he says - "My enemy, my foe, is an animal. In order to conquer the animal, I have to learn to think like an animal. And, whenever possible, to look like one"  --  Of course, it does help if we learn to think like our customers, but we certainly don't have to look like them! - which was one of the old school tricks.

In my corporate days, I was taught to 'mirror' your customer.  If he leans forward, so do you.  If he sits back, so do you.  It often became this hilarious game where I'm sure my customer was wondering what the heck I was doing.  Don't do this!  Sales isn't a game - unless you consider relationship a game.  That's manipulation.  People see through this because it becomes apparent that you aren't being yourself.  Today, we are surrounded by reality television.  What's that telling you?  That you need to be real!  You need to be open and honest with your customer.  To the best of your abilities, you need to always try to do the right thing - the right thing for your customer, for you, and for the company you represent.  There's nothing difficult about this.  All that's required is a preparation, full attention and awareness on the verbal and non-verbal communication used by the customer, and the natural response will likely follow.  If you don't make the right response, no problem, your customer will usually give you the opportunity to make it right -- if you have built up trust with them.

Sales is dealing with people on the most human level you know.  This is how most of us want to be sold - this is right way selling!

Grow Your Business The Right Way

A few nights ago I was sitting in my screened porch enjoying the scents and sounds of the evening rain storm.  When I wandered inside to the pantry for a snack, I was struck with how many products today are labeled 'organic' - from chips to raisins to even wine and more!  I wondered if organic really means something or if it's the latest 'flavor' that is being marketed to us consumers. 

When I think of organic I think of things that happen naturally - almost without effort.  Organic growth, whether in nature - or in business, such as internet search engine optimization (SEO) - implies that organic is a better way because it's more sustainable in the long term.  I'm an educated consumer, so I know, for example, that wild salmon is better than salmon raised in farms where cholorinated products are used to control the undesirable growth of pathogens.  For some reason wild salmon doesn't even cost more.  At least that has been my experience.  I do know that organic SEO is cheaper and more effective than pay per click.  Organic is really taking a natural approach.  I suppose natural has connotations that don't work as well in commerce today and we need a descriptor that does.  Enter Organic.

What we are really after is results.  If you want to get the right results, you can achieve them in many ways.  But if your approach is the right one - the natural way - then you are most likely in harmony with what sustains that result.  This applies in nature as well as commerce.  Interesting, isn't it?  This takes me right back to my rainstorm.  You can't replicate that.  Something is lost when we don't follow the right or natural path for obtaining desired results.  I'm suggesting that organic is more about "the way" and less about the product."  If you want to acheive the right results in your business - sustainable sales, service and customers -  you need to think about "growing" your business organically - which simply means doing the right things in the right way.  Your value system will give you clues to the right way - then you just have to 'grow from what you know.'

Do Your Customers Know They Are Special?

How special are your customers to you? That’s exactly what they want to know. Recently I received a communication from the financial service I use to make my online investment trades. They explained that I am now an Apex™ customer and will be receiving a multitude of privileges.  I wondered why I have been gifted with this honor.  I’m not sure if I’m a high roller or not, but I do feel special – simply because I have told that I am special!

Do you have customers that you view as ideal? You know, the ones that use your services frequently, pay you easily and on time, refer you to others, and are simply a pleasure to work with. How do you attract more customers like them?  Start with this core group and recognize them.  Make sure your entire staff knows to treat them with white glove care – no questions asked. Then work to elevate others into that group. Soon the buzz will travel though your office. Now when an ideal prospect contacts your business, you can use this as a selling tool. “Mr. Johnson, what you seem to be looking for is our Apex™ service package."   Can you imagine Mr. Johnson's delight in finding a company that not only appreciates his business, but actually cares enough about customers like him to have set aside a special level of service - just for him? 

Now all you have to do is deliver. This can sometimes be challenging, especially if you are in a seasonal business like we are.  However, the key is your staff now clearly understands what to do because you’ve built a system that recognizes your desire to attract the ideal clients that will help to grow your business, enhance your marketplace identity, and reinforce what your brand is all about. 

It's Been Fun Doing Business with You!

We often hear that today you need to be easy to do business with.  Some companies do indeed make business difficult.  As crazy as this seems, they actually get in their own way of consummating a transaction.  They seem to doubt the value of their offerings.  But is being easy to do business with enough?  Many companies will gladly take your money - and some do this with a gracious smile.  What if they make you laugh so much you practically forget you are spending your money?

One of my clients once commented, "Why do you think they call it work!"  Yes, work takes effort - that is why they call it work.  Yet, you can create a fun environment in which everyone is having a good time --  naturally drawing everyone together and attracting the right customers for you.  While they may not say it, your customers will be thinking - "It's been fun doing business with you!"

Read the papers and tell me you wouldn't appreciate more opportunities for unexpected fun in your day to day activities.  We are surrounded by problems - the media keeps reminding us of that!  Why not take the initiative to project the opposite - "Hey, no problem here".  It's refreshing to be greeted with contagious energy that sends you on your way feeling a little lighter and upbeat!  That's what I'm looking for.  Yesterday and today I've had several nice conversations with clients and prospects.  We had some laughs and honestly I feel good about getting hired as a result.  If you are going to hire someone anyway, why not the guy or gal that makes you laugh?

Ride the Wave Marketing Strategy

When you think of marketing,  what comes to mind -- probably people, products, services, demographics and sales.  Do you think of human behavior?  How people buy - how they like to buy - and what makes them change their mind are very relevant considerations in developing your marketing strategy.  While you are thinking about that, think about how the slightest event in your life changes your mood and willingness to act in a manner that is consistent with what your friends and associates expect from you.  Yes, you and I both have been known to act inconsistently.

If you are an investor in the stock market, you have no doubt been hammered lately.  I've watched my investments (predominantly in metals) plunge for the last few days and then rise over 10 percent in just the first hour of this morning's market.  Why?  It's simple - the stock market is a reflection of people's behavior - which is driven by their emotions - their fears and desires.  It's really crazy when you think about it - because very little has changed in the last few days to support these market swings.  In fact, it used to drive me crazy until I developed a strategy that I'm comfortable with.  Now I'm able to make better decisions and take advantage of other's irrational behavior.

How confident are you in your company's marketing strategies?  If they are well grounded in research and analysis, then the occasional period when the phone doesn't ring isn't of great concern.  Now, if that quiet period becomes too protracted, it's time to take action.  Market behavior can be thought of as a series of ripples between larger waves.  Don't worry about those ripples if you have a well developed plan.   They are just noise - aberrations - mood swings.   It's the big waves that you really want to be looking for.  They will tell you what the trends are - which you want to pay attention to.  So, while your competition is chasing the noise, stay the course - follow your strategy with confidence - and ride the next wave!