My Top 10 Favorite Brands of 2011

There were many in contention...but these rise to the top in my eyes:

1. The Masters - Live from Augusta. It's even better when you are live at Augusta. Thank you God! 
2. Twitter - A mesmerizing tool for communication, information, branding and connecting.  
3. P90X - The days of wasting time and money at the gym are over. Hard work, lots of fun. 
4. Wounded Warrior Project - We've come a long way since Vietnam. This is where you find true heroes. 
5. Forward Motion - An emerging small business specializing in helping you take control of your career. 
6. Tim Tebow - A mix of faith, integrity, athleticism and work ethic. It's why he stands out. 
7. Vail, Colorado - I'll skip ski season...but in the summer there are few places better.  
8. Seth Godin - marketing and business genius. Thank you for letting us be part of your world. 
9. Southwest Airlines - A large brand with a great personality. Defying the odds in a challenged industry. 
10. David Feherty - Golf announcer, ambassador, humorist, role model. Makes me proud to be a golfer. 

Merry Christmas and Happy New Year to all! 

Brand Recovery: The NBA turns to Facebook

Here's the National Basketball Association's marketing strategy coming out of the lock-out heading into the openers on Christmas:

• We are sorry. 
• We didn't take you (our fans) for granted. 
• We know the economy still sucks. 
• We know you don't like hearing about labor disputes involving millionaires battling with billionaires. 
• We are sorry. 

Humble pie should be the theme to win the fans back. It will be a slow process with a need for genuine interaction and an appropriate level of empathy. 

Attention all social media fence sitters...watch how pros do it. 

Although the NBA is way out front in terms of social media usage they will need to ratchet up their "engagement" during the next few months. 

Tomorrow evening (December 22nd) the NBA will host a Facebook town hall meeting. Along for the ride will be partners American Express, EA Sports and ESPN the Magazine. If you participate you will be eligible to win tickets, gift cards, video games, magazine subscriptions and much more. Players will participate. They may even say..."we're sorry". 

Leading brands understand the pulse of their market. The NBA knew this day was coming where they would have to pull out all the stops to protect their brand. The recovery process is underway. Pay attention. You will learn a lot about branding, listening, engaging and asking for forgiveness. 

Don't over think it!

The key word in personal branding is....personal. It's personal to you and no one else. Instead of over thinking what it is, consider these "personal" questions:

• What website is bookmarked as your home page? 
• What is the last book you read? 
• What magazines do you subscribe to?
• What is your favorite hobby? 
• Why did you make your last charitable contribution? 
• What community activity made you want to volunteer? 

Have a story that you want to communicate. Better yet, start a conversation. Your personal brand is everything you want it to be. Allow your brand to be attractive...and remarkable. 

Broadcast Media and Social Media...do you see the differences?

The differences are vast. One is emerging...one is declining. TV ads are expensive. Facebook pages are not. Broadcast media is valued as a "cost per thousand" commodity. Social media is measured by clicks, likes, friends and page views. The latter can be categorized as "measurable results". 

Social media represents an opportunity to speak with your customers as opposed to the alternative of speaking AT them. If you are not interested in speaking with them your competitors will. 

"Real communication implies that people speak, and listen". So says Jason Falls and Erik Deckers in their book "No Bullshit Social Media". The game has changed and we will have a new set of winners and losers based on their acceptance of this new paradigm. 

Social media (specifically LinkedIn Groups) helped me build a community of job seekers interested in personal branding and expanding their contacts. The group met in person 2-4 times per month. Enter social media. The size of the group soon tripled. What began as a conversation with 6 people at a kitchen table has evolved into an interactive online forum of more than 500. 

Effective brand message + vehicle to promote conversations will allow social media to be a marketing staple in society for a long time.  

Generating buzz for your brand

In the world of social media we hear that "content is king". The thought of generating content often strands a business at the starting gate of social media. Time and inability to write something compelling are often the reasons for lack of execution.

Suggestion: Think about what it is that your customer consumes....beyond your product or service.

Do you sell suitcases? How about a blog that features exciting vacation resorts? With all due respect, vacation resorts are much more interesting than suitcases. Do you sell cookware and silverware? Use your Facebook page to share seasonal recipes. Promote and engage, all while building brand awareness.

In the process you are building a tribe of loyal followers who engage with you even though you are not selling them something. Your focus is on the lifestyle of individuals who will naturally use your services.

You cannot generate buzz without a strategy. The strategy I suggest here is not complicated. It takes planning, discipline, time and execution. Have you had success doing something similar?

Twitter battle: Alec versus American Airlines

This recent event highlights the need for someone to be the eyes and ears for your brand.

In one corner...irritable, belligerent, narcissist actor Alec Baldwin. In the other corner, American Airlines.

This is a story where one of two brands has something to salvage...the one being American Airlines. Alec Baldwin, of the famous Baldwin brothers has a long track record of embarrassing behavior. Please Google "voice mail rant intended for his daughter" if you are not familiar with his temper. The episode last week that lead to him being thrown off of an American Airlines jet at Los Angeles International on a flight to JFK is another chapter in his turbulent (pardon the pun) life. He had refused to turn off his electronic device and after a spat with flight attendants, was tossed from the flight.

Alec's brand leaves a lot to be desired, but TV producers and advertisers continue to look beyond his transgressions and hire him.

On the other hand American Airlines has a need to protect its brand when under attack. Once Alec let loose on Twitter with invective that would make you think he had been beaten by flight attendants, American responded with "tweets" that explained the situation and that their crew was following federal safety regulations. American Airlines deals with Baldwin-types a thousand times a day. They knew how to react to this hostile situation and made certain the flying public heard another version of the story. Great job...you will get my business!

Your business can learn a lot from this story. If I ran American Airlines I would add Alec to the "no-fly" list.

Who are the eyes and ears for your brand?

Time is a valuable asset to any business owner. How is your time managed? How do you prioritize your tasks? Are you missing out on something because you don't have time? Are you willing to delegate?

The business owners I speak with often say something like this...

"I wish I could spend more time on marketing"
"I don't understand social media"
"I don't need to advertise"
"Marketing is tough because you can't measure it"

Each statement has merit because it represents how the owner feels. I pose the following question to illustrate the value of understanding how your business is being perceived in today's market:

Who are the eyes and ears of your brand? 


Say what?

The evolution of social media has seen the transformation of "let's shout it from the mountaintops" advertising (TV, Radio, Billboard etc...) to conversation and engagement marketing (YouTube, Facebook, Twitter etc...). Your ad in the Super Bowl or in the Seinfeld finale had impact on the masses. Who knows how they felt about you, and they had little choice but to watch and listen.

Engagement and conversation has changed the landscape. Your business must adapt.

Who will be the eyes and ears of your brand? It needs to be someone you trust. Someone who will take "ownership" in your business even if they aren't the owner. Someone who understands social media and its intricacies. Someone who understands the impact of all comments tied to your brand. Someone as interested in your business' success as you are.

No small task.

Blogs, Video...Can they help you differentiate?

Absolutely.

They are fantastic tools to separate you from the crowd. There is only one you...thus you must demonstrate your unique value.

Blogs will give depth to your brand. You are starting a conversation with the prospect. You are sharing your expertise. You have opened the door for a question or inquiry that will further the dialogue. Engage, engage, engage. The prospect will likely visit your website based on the engagement.

Key point: You are not selling!

Once on your website the prospect will watch your introductory video. A true look behind the scenes of your business. The basis for a relationship is established without actually meeting. Your video projects credibility and a sense of the business' personality. You are reeling them in...without a reel.

Being the cheapest, fastest, sleekest, evolved, new and improved brand is no longer interesting. You are offering an experience, not a transaction.

How do you project an "experience" for your prospects?

What did you learn in 2011?

Most of us are ending the year working on 2012 budgets, marketing strategies, hirings and firings, scheduling new product launches and so on.

Spend time on these questions:

• What did we do well in 2011? 
• What can we do better? 
• What did we learn from our best customer? 
• What seems to be a recurring concern about our offerings? 
• Do we ask good questions? 
• Do we listen well? 
• Are we anticipating changes in our industry? 
• What needs to change to make 2012 the best year ever? 

Step back, slow down and take time to reflect. It's a great way to launch into the new year. 

Facebook and your brand

Now that you have ventured onto Facebook and searched for your competitors...what did you find? Most likely some are there and some aren't. Some have many "likes" and some don't. At the very least you have measuring tool of where you fit within your industry's online landscape.

Newt Gingrich has 198,000 likes. Mitt Romney has 1,202,000. These numbers won't dictate winners and losers, but you get the sense of who has been at it longer and has a strategy for success.

As you set up (or revise) your Facebook page think like a marketer first, then factor how you will use this new tool to your advantage. Are you clear about your brand and how it is perceived? Can you demonstrate the outcomes you generate for your satisfied customers? What is it that makes you different from others in your industry? Facebook, or any other marketing tool will become more effective when you have answered these questions.

Are you successful on Facebook? Share your story. Are you afraid to venture into these alligator infested waters? I'm here to help. All marketing tools are scary when you lack clarity about your own brand.

Is Social Media in your 2012 Marketing Plan?

On a scale of 1-10 (with 10 being extremely knowledgeable) where do you rate your understanding of how to use social media?

Don't be ashamed if you gave yourself a low number. You are not alone. If you gave yourself a "3" today strive to get to a 5 or 7 in the next year. Social media is not going away, and there is a chance your competitors are using it to get a leg up on you now.

My fascination with social media is because it wasn't established as a concept 1000 years ago. I can't read the writings of Greek philosophers who will show me the way. There are excellent books about social media. They have been written by people who chose to jump into it and learn by doing. Their expertise is now in great demand.

Suggestion #1: Log onto Facebook. In the search section enter the names of 3-5 competitors of yours. Do they have a Facebook page? Do they have followers who "like" them? Are they engaging in dialogue with their prospects and customers?

This is the first installment of a series that will address wading into social media. Please join us.

Black Friday, Cyber Monday and your behavior

Companies have brands. People have brands. Now, specific days on the calendar have brands. Well constructed brands motivate consumers to make purchases. Did you follow the directions and go to the mall on Friday? If not you still have time to go online today and flex your credit card muscle.

At the center of this hysteria is your behavior. Walmart can set the price for a flat screen TV at $249. Follow the series of crazy events that ensue. Set the alarm clock for 2:00A. Be at the mall by 3:00A. If necessary use pepper spray to make certain no one else infringes on your excessive behavior (better yet, skip this behavior). Load up the car with all the great deals. Move on to Target and Macy's. Who says the U.S. Army are the only ones to get a lot done before 6:00A?

Whether you are a fanatical Christmas shopper or not there is no denying how brands influence people. Are these brands extraordinarily compelling, or are we waiting to be programmed? As a fan of branding I often wonder what goes on in the brain just before reaching the point of purchase.

Has someone bashed your brand?

If yes...be thankful.

This is the season to give thanks, and no I have not hit the eggnog already.

One of the assets of social media is the ability to engage with customers. Engage means hearing things you may not want to hear. What is worse? Getting bashed and ignoring it, or having the opportunity to respond and winning back the customer?

In the book "Likeable Social Media" author Dave Kerpen told the story of a country singer who had his guitar broken on a United Airlines flight. He asked for a replacement and United said no. The singer created a YouTube video entitled "United Breaks Guitars" which received 100,000 hits. United reacted late and begged for his forgiveness. Their 1970's concept of customer service does not work now.

Your brand may be strong, but is not bulletproof. You don't have the be the size of United Airlines to take criticism. Be smarter than they were...relish the chance to hear from a basher.

Are you considering Social Media as a marketing tool for your business?

We are closing in on 2012. Will this be the year you initiate a social media marketing strategy in your business?

Business owners are considering this question...even those that are skeptical. Consider these 2 key principles:

• You need an effective marketing message that will attract customers to your business. 
• You need to be aware of all the marketing tools available to help you share this message. Social media in general and Facebook in particular. 

The new marketing term that I see over and over is "engagement". Simply put, this is when you have the ability to interact with prospects and customers about their needs and the benefits of your offering. Social media works best when you can have a conversation. Conversations will generate consistent business growth because you are showing a true level of engagement.  

Facebook is a great place to start. Create a Facebook page for your business and work on the following: 

1. Develop a strategy to get people to "like" you. 
2. Schedule time weekly to post information in the form of promotions, specials, events etc...
3. Focus your energy on the prospective customer. What are their dreams and how can you help them succeed. 

Your brand will thrive with an understanding of social media and a commitment to use it. 

Blimps, Zambonis & Jumbotrons

Marketing is about the message. What message will resonate with your prospects to get them to engage with your business?

The options to broadcast your message are endless.

The "Met Life" blimp. The "Budweiser" Zamboni clearing the ice between periods. The "Sony" Jumbotron shows replays in high definition. Sports fans are bombarded with messages, some more intrusive than others.

If you struggle to develop a message, call your best customers. Interview them and you will get the best perspective of what you deliver. Use their words and phrases. Soon you will have a message that will put a smile on someone's face.

You have accomplished the hard part. Now it's time to call the blimp owner.

What defines integrity these days?

When you describe your values to someone do you use the word integrity? Do you act with integrity? If yes, how so?

Here are today's headlines:

• Penn State scandal 
• "Fast and Furious" investigation 
• Congressional insider trading
• NBA lockout

It's easy to find places where integrity is scarce. As Seth Godin professes...scarcity creates value. 

In a world where bad behavior makes headlines we should strive to define our personal integrity. You will demonstrate value to an employer, client, friend, neighbor and so on. Acting with integrity can be summed up in a story or two about what you have done to help someone else.

Throwing around terminology without definition ("I'm for world peace") tends to be seen as generic. When you hear something that makes you say..."aren't we all" take it one step further and present it from your vantage point. This lays the foundation for your brand.   

5 reasons NOT to have a personal brand

1. I have accomplished everything I have ever wanted. Time to put life on cruise control and strive for nothing more. 
2. It's cool to be anonymous. Life is so much easier when you can live it in a stealth-like manner. Sort of like a CIA agent. 
3. Why take a stand on anything?  The economy has gone to hell, our values system is on the decline and just when you thought the sports world offered an escape...hello Penn State! Not much I could say or do to make a difference on this earth. 
4. I'm not that interesting. Bill Gates is interesting. Brad Pitt is interesting. LeBron James is interesting. Don't you have to be rich and famous to be interesting? When I win Powerball...that's when I will be interesting. 
5. Personal branding is a gimmick. Fads come and go. This is the latest. I think personal branding was invented by the same guy that invented the Unique Value Proposition. 

Do you initiate, react or stay silent?

Since the inception of LinkedIn in May 2003 we have seen a spin off industry of experts who teach LinkedIn classes. Are you new to LinkedIn? Do you want to learn advanced techniques on LinkedIn? There's something for everyone who has a craving to understand this social media network.

LinkedIn has surpassed 100 million members and continues to grow. The percentage of users who initiate or react to content is much smaller. I call this "eliminating the social" from social media.

As a branding advocate I emphasize proactive behavior. I can post a profile on LinkedIn and hope that the masses find me...but that is not likely. How do we teach people to initiate and promote versus having a passive approach?

In Remarkable Personal Branding we focus on initiating and promoting. The LinkedIn world is waiting to hear from you...and your pursuits will be aided by your connections if you give them the chance to help you. When you determine your passions, unique attributes and personal mission you will be able to proclaim what it is that you want to be known for. You will have laid the foundation for a proactive mindset.

What is keeping you silent on social media? Let us help you break down the barriers and develop a remarkable brand!

And the survey says...

I posed the following question to the LinkedIn/Connecticut Re-Employment Group online community:

When you hear the term "personal branding" what is your reaction?

1. It's a central part of my career development plan. 
2. It makes sense and see how it may help...I don't have the interest to work on it. 
3. It's an abstract concept that is confusing. 
4. It's a marketing scam. 
5. None of the above. 

Most that have commented so far agree with the first answer and have provided the following commentary...

"Your brand is with you every minute of the day in every aspect of your life." 

"It needs to be projected through your actions in work, personal life and relationships to build trust and integrity." 

"We are always exuding something to those around us, we may as well proactively understand better, who we are and what we best have to put forth---to express our greatest impact." 


These comments are from individuals who see the true value of their brand. Others are in the lack of interest/confusing concept stage. My mission is to continue the dialogue and engage the believers...and skeptics. 


Please share a comment on your feelings about personal branding. 

5 reasons to have a personal brand

Let's recap 5 important reasons for having a personal brand.

1. Marketing/Promoting You. A personal brand will help job seekers and those employed looking to elevate their career. If you don't have a strategy to promote you...who will? 
2. You get to decide what you want to be when you grow up? Most of us have allowed our careers to manage us, not the other way around. We typically reach a point in our careers where we seek meaning and a higher level of satisfaction. When you develop a personal brand you look inward to connect with your passions, values and unique attributes. Personal branding allows you to articulate your personal mission. 
3. You become a great story teller. Telling great stories will engage the audience you want to impact most...your boss, hiring manager or venture capitalist who will invest in your new idea. You transition from someone "looking for a job" to an energized, focused individual looking to change the world by opening an animal shelter, caring for the elderly or leading an expedition to climb Mt. Everest. 
4. Your resume reflects the past...your life is about the future. You may want to continue doing what you have done for the past 20 years, or you may not. Either way you have changed and desire things at this stage of your life that weren't important in the past. What are those things? It's your responsibility to share your new desires. 
5. Communication tools have never been better. You need the means to promote your personal brand. In the past you could have walked Main St. with a sandwich board or hired a sky writer. Social media platforms such as Facebook and LinkedIn allow you to reach the masses. If you like to write, set up a blog. Pictures and video are effective tools to show who you are. The tools have been invented...please use them. 

Best wishes with your personal branding journey. Please join Remarkable Personal Branding on LinkedIn and Facebook if you would like assistance. 

Honoring Commitments

Business Network International (BNI) taught me how to develop business by building quality relationships. Will someone trust me enough to refer someone in their Rolodex to me? How couldn't they? I'm such a lovable guy!

I watched people's behavior in my BNI chapters and over time made judgments about whether I could refer business opportunities to them. If they behaved with integrity and showed interest in helping others first...they received my referrals. If they showed up late for our meetings, were unprepared, and looked to make the "quick hit" sale...they received nothing. No matter how hard we work to make life fair for everyone, there are some things that will never change. Acting with questionable integrity is almost impossible to overcome.

We win and lose support from others based on our commitments. When you commit to doing something, do it! If something comes up that interferes with your commitment, use the other "C" word...communicate. We have more communication tools now than ever.

Your personal brand can be influenced by many things. Your day to day commitments are being monitored by  your first level of contacts. Judgments are being made.

The goal is not to become a perfect person. We can strive to be conscious of our actions and realize that they have consequences, good or bad.

Choices

How did you choose your doctor, lawyer, hairdresser, plumber, masseuse?

In title they are all the same. But they're not!

When you shop your talents do you have this mindset? "with all due respect to my competitors, they are not me!"

Outraged at the thought of saying that? If you are you are in dire need of developing a personal brand.

Personal branding is ignored by some because they don't see themselves as one of a kind. In life you can make few guarantees. One guarantee that is undeniable is the fact that there is only one you. Get used to it and relish it.

Join Remarkable Personal Branding on LinkedIn to begin the process of acknowledging your uniqueness and building a brand.

Real "hope and change"

My friend Mary sent this email recently to tell me about her good fortune (I have put x's in the place of names that should be kept confidential).

"A while back, you told me to search out "doing something I love". I knew that already, but the future seemed hopeless. By complete good fortune, I got laid off from my despised job in June. I am continuing my counseling work at xxxx in an expanded role, have secured a really great job with xxxx (I do drug screenings at the data center construction site here) and am taking classes in Hospice Life Care at the xxxx). Very grateful to have gotten my foot in the health care door. And, I've never been happier. All of my positions are part-time, so I still have plenty of free time to spend with the grandkids and elderly parents." 

Mary proves that "hope and change" is truly something of value when applied in this manner. Even better, Mary has a story that she can tell to an audience that needs to be inspired.

Your brand is enforced by the stories you tell. I suggested that she find ways to do some public speaking to amplify how she is living her life. There's too much doom and gloom in the world. Don't believe me? Turn on the evening news.

People judge you by the words you use, and the stories you tell. My hope is that this story will inspire you to do something you didn't think was attainable.

A true resource = Simsbury Public Library

Sometimes you need a place to go to shift your focus to something positive.

Jennifer Keohane brings that quality to the Simsbury (CT) Public Library, specifically their Business Resource Center. I felt privileged to participate in one of their seminars on Thursday geared toward helping the job seeker. As their Business Outreach Librarian, Jennifer creates a warm environment, attracts a quality audience and continues to look for ways to help people by improving their offerings. SPL is a magnet for people throughout central Connecticut who need information and the chance to expand their networks. Jennifer's brand is synonymous with helping people. Amen, and thank you.

Simsbury Public Library will help the job seeker, aspiring entrepreneur and the small business struggling to grow. They bring in experts with diverse backgrounds.

Join their mailing list and soon you will be participating in one of their programs.

http://www.simsburylibrary.info/brc.htm

Gift Giver

Soon we will enter the Christmas season (or shall I say Holiday for my PC friends). The season is synonymous with gift giving, wrapping paper, bows, mistletoe, carolers and much much more. It's better to give than to receive, even though I may have to cut you off and run a red light as I race to the mall.

I like the expanded version of gift giving, one that is not limited to December. Gift giving should be a part of our daily plans if we can comprehend what constitutes being a gift.

Remember that time where a project came up and it needed a leader. Someone volunteered, lead the team and got the job done...that is a gift.

Did you ever send your resume for someone to review and get suggestions. When they sent it back with ideas for improvement, and didn't charge you...that is a gift.

Were you ever referred to someone who could help you solve a personal problem or business challenge...that is a gift.

"Gift giver" is something I want connected with my brand. It's not hard, takes a fair amount of compassion and helps me stay grounded by showing gratitude.

My goal in the next five years is to create a group of philanthropists who are natural gift givers. If this sounds like you, please connect with me.

Inspiration and Desperation

Twenty-five years ago my friend Bill made this proclamation..."my greatest accomplishments in life occurred because of desperation, not inspiration." It was an example of his self-deprecating humor and that events in life happened when he was least prepared.

Are you inspired or feeling desperate in your life today? Others can tell. Your brand is what people think about you...and see in you when they interact with you.

I don't have Dr. Phil's credentials but can tell you this...find a way to become an inspiring person. Your inspiration will pay off in ways you cannot imagine. You may motivate someone to do something they feared. You may influence a family member to develop a healthier lifestyle. Your passion is a trigger and others will feed off the genuine emotion.

If the best revenge is a life well lived...lead a rewarding and fulfilling life by inspiring others who will follow your example.

Writing: A lost art?

Have you seen this conversation?

Kathy: "u r so funny lol"


Jennie: "OMG I cant believe u said that" 


Kathy: "do u want 2 meet us @ the mall?"


Jennie: "k"

It's not Shakespeare but it passes for communication.

The world of texts, IM's and tweets has changed our manner of communication forever. The rhetorical question is...."with all the innovations that allow us to communicate better, how have we become poorer at communicating?"

Ironically one of the best ways to capitalize on social media exposure is to be a good writer. I write this blog for multiple reasons. Honing my writing skills is one of them. Defining my brand is another.

In branding we want people to know who we are. You can look at my resume, but that is a fraction of my story. My blog will tell you many things about me. If you have read one or more of my blog entries you will know that I am literate, not afraid to take a stand, care deeply about branding, have the discipline to post 3 times per week, seek creative ways to connect with others and so on.

My college English professor said this on the first day of class: "all of you are no better than B level writers and if you have a problem with that....leave!" Once I got past the outrage of that statement I paid close attention to how he graded my writing. I think of him each time I write.

The market exists for people willing to write as a form of communication. Think about the last time you received a hand written note and how that felt. The pen, and the keyboard are tools to define who you are. Don't let text-talk define your writing abilities.

Building a brand from the inside out

It's important to monitor what is going on in the business branding world to get ideas and success stories as you develop your personal brand.

Recently, Southwest Airlines hosted the Ragan Communications conference. An attendee at the conference noted the following about Southwest..."as the Southwest Airlines team explained, "Happy Employees = Happy Customers = Happy Stakeholders." You could feel the difference at Southwest headquarters. There were a lot of happy people walking around, and it was amazing how many people had worked there for more than 10 years. 


Oh, and Southwest happens to be one of the biggest domestic carriers in the country, something seems to be working on their focus to build the brand inside out." 


If you have flown Southwest you know that the experience is about the people, promptness and professionalism. All of their planes are the same, thus if you have flown one Boeing 737 you have flown in all of them. When my wife and I flew Southwest to Arizona for our wedding we had a bit of a problem as to where the wedding dress would be stored during the flight. A Southwest representative saw the disagreement we were having with the gate agent and quickly stepped in and resolved the problem. By the way, this Southwest representative had another job...he was our pilot!

You will build your personal brand from the inside out. Your smile, posture, demeanor, stories and overall presentation tell the world what you are all about. Not unlike Southwest Airlines.

Appearance: October 20, 2011 at Simsbury Public Library

Please join me for a presentation called: Charting a Course Through the Fog of Unemployment. The presentation will be at the Simsbury Public Library on Thursday, October 20, 2011 at 10:15AM.

I have the pleasure of speaking with Dr. Marcia LaReau from Forward Motion, LLC and Rich Vogler, Managing Partner with Norman, Vogler and Associates of Ameriprise Financial.

My portion of the presentation will focus on "Securing Your Identity" as you conduct your job search. This highly interactive segment will outline how to develop a personal brand to help you stand out in your job search.

If you are interested in attending please sign up at http://tinyurl.com/6h5rotb.

A little known fact

This week will be remembered for the passing of Steve Jobs and the stories being told about how he changed the world. A legacy of that magnitude is almost impossible to comprehend. Who would mind being known as a "world changer" especially in the manner he did it?

Each day I read more and more about him. One fact about Jobs that didn't escape me was this...college drop-out. He dropped out due to the financial burden the university was placing on his parents. His conscience outweighed any temptation to party on mom and dad's dime.

Most would assume that Jobs was a Rhodes scholar. Not quite. He didn't need the credentials.

Jobs proved that leading a life full of purpose, inspiration and accomplishment is all that is needed to be successful. His brand, and his company's will live on forever.

Is your company going GREEN?

Green jobs. Green initiatives. Government funding for green energy. I've gone green...have you?

Does anyone not want to be green these days?

Companies aggressively market themselves as green. Their intentions are good. They show compassion for our environment and want to do their part to save the planet. Fantastic!

The next stage of development for the green "brand" is results. You are no longer unique if you are a green company. What is unique is when you can point to specific actions, policies and outcomes that prove you are practicing what you preach.

There are contradictory events that must be noticed in our new green world. When I pick up my medium coffee at the local drive through coffee shop I pay $1.97 in cash. In return I get a paper receipt that is approximately 3" x 11". A receipt for a flat screen TV isn't that big. Another tree killed, and for what reason? I have no intention of returning the coffee.

Maintaining a believable green brand will be a challenge for businesses. In the case of the disproportionate sized receipt...some revisions are obvious.

Slightly new direction

The success of the Remarkable Personal Branding group has inspired me to alter my blog to include branding for individuals as well as businesses.

Remarkable Personal Branding is an offshoot of the Connecticut Re-Employment Group. RPB is essential for job seekers navigating high unemployment and a short term lack of confidence in the market. Job seekers must be remarkable in how they market and position themselves for their next job.

Future content in this blog will discuss branding for businesses as well as individuals.

Please join us at:

• Remarkable Personal Branding on LinkedIn
• On Twitter at http://twitter.com/whatisyourbrand

For more information contact: 

Michael Lynch

860-882-2890

michaellynch@cox.net

Your training program...is it legit?

Here's how the job posting reads: "sales experience is preferred, but not necessary, as there is an extensive training program at company expense. However, sales experience is preferred."

The company is funding training for a new employee...how noble. With all due respect to this employer is there a reason to pat yourself on the back to train someone? I wonder if the new employee will get a computer with internet access?

How about this ad instead: "At XYZ Corp. we value each addition to our sales department. We will provide you with a comprehensive training program that will position you to succeed in this very competitive industry."

Recruiting is marketing and the two messages tell two different stories.

Training may be lost in the shuffle in tough economic times. Your investment in training will cost much less than  dealing with constant turnover because of unprepared staff.

$10 Gym Memberships

When is a $10 gym membership per month not worth it?

Each time the advertisement appears I try to understand the wisdom of the business model. Do they count on hundreds to sign up knowing that only dozens will appear consistently? Are they getting revenue by other means? Does it cost $10 each time you take a shower, or use one of their towels? Inquiring minds want to know.

Someone once said that no matter how much you lower your price, "someone else is willing to go out of business faster than you are." Sad, but true.

If you invested in a $10 monthly membership for anything...what would you expect? Do you lower your expectations due to the attractive offer, or expect the same services that a $80 per month gym charges?

The value/price comparison is in the eyes of each consumer. I chose to skip the cheap and expensive gyms and built one in my basement. Short commute, no lines and a much more satisfying workout.

Survey to find the pain

A speaker was about to conduct a seminar which she had done more than 100 times. I asked how many people typically attended her sessions, and what percentage connect with her afterward and hire her.

"Not enough...if I'm lucky one or two." I asked if she was happy with that ratio..."absolutely not."

The audience was typically in an attentive mode, taking notes and smiling. They were pleased with the presenter and the content. Overall they were quite comfortable with the setting and even connected with other attendees that had gathered. She soon learned that the audience's "comfort" level was the problem.

She decided to tweak the presentation. She began to survey the attendees about their current circumstances and how it was effecting them. The audience began interacting with the presenter because the survey was exposing their discomfort (pain). Some went so far as to plea for help. The dynamics of the presentation had changed, and more attendees wanted help to eliminate the pain.

Entrepreneurs often make presentations as part of their marketing plan. Presentations that lack true connection with the audience will yield minimal results. Resist doing all the speaking and the audience doing all the listening. That's called politics. Engage, survey, uncover pain and build trust. Customers will be attracted to you.

Ethics and Social Media

Businesses are using Facebook and other social media websites to gather information about prospective employees. As the saying goes..."character is defined by what you are doing when no one is looking."

In the case of social media the entire world is watching. There's nowhere to hide.

Advancing technology and instant "shipping" of information should make us pause before we hit send. Turn on the news tonight and you will see a child using their phone to capture a fist fight between two or more of their classmates. Not much thought goes into that behavior.

Social media is the ultimate marketing tool for businesses and individuals. Build a business or destroy your personal credibility. In either case you can do it in an instant.

In 2011 we all need a marketing strategy with social media. Push "send"....after you have counted to 10!

Containing business expenses

There are few businesses left who do not accept credit cards as a form of payment. The benefits are many...

• You don't need to handle cash.
• It's the preferred method by most purchasers.
• You don't need to chase money because someone is sending a check.
• Funds are typically available within 2 days.
• Retailers can develop loyalty and gift card programs with their frequent customers.

Having worked in this industry for years I learned that many merchants do not pay attention to their monthly statement from their processing company. The statement outlines how their processing fees were accumulated. Many statements are designed to be confusing.

When you pick a partner in this business find out how long the business has been open. How long has the representative worked for the business? When you sign on with a new merchant processor schedule time in 90-120 days to have the rep come in and break down the fees. Make certain you are being charged the amounts that were quoted at the time you signed the contract.

If you have not reviewed your program in more than one year it is highly likely you are being over charged. When you figure that out, look for a better option. It will represent instant savings for your business.

Personal Branding

The challenge of leading the community known as Remarkable Personal Branding on LinkedIn has been rewarding and informative.

Here's what is known about our current and short-term future economy:

• High unemployment is the new normal. 9% + is the published number, it grows when you add the sad category known as "those that have given up looking."
• Incompetent politicians who either don't care to fix the problem or are intellectually unable to do so.

Remarkable Personal Branding is the potential game changer for the current job seeker. The market demands that we have a personal brand. Your brand will differentiate you from the 100 or so others that apply for the same position.

Here's the catch. Ask someone you know what it is that makes them special. Ask them what they want to be known for from a professional perspective. When the questions are first posed you see confusion. No one has ever asked these questions before.

Individuals working on their personal brand will have the best chance to succeed in their job search. They will be the ones looking for work that is aligned with their brand. Employers continue to tell me how embarrassed they are for candidates who blindly apply for jobs for the sake of saying they submitted a resume. That's known as personal brand destruction.

To my friends in the business community I ask this question: Are you speaking with job candidates who appear to have an effective personal brand that highlights how they can help you?

Company Culture

The sales team found it odd that after the first year of the Employee of the Month award they did not have a single winner. Unusual? Coincidence? During the second year our sales manager let some info slip that he couldn't keep inside. The general manager didn't think the sales department should be eligible for EOM because we were paid well for the work we did and we didn't need additional acknowledgement.

Thus my understanding of company culture began.

Decisions have consequences and the exclusion of a particular department generated lots of needless chatter about this cultural decision. The departments outside of sales had a big problem with the "policy" because they knew that the winners were not being judged against all of their peers. The motive of helping one subset of employees against another backfired and few were happy.

My mom always said the road to hell was paved with good intentions. The best intention of any business is to believe in all who have been hired to do the work.

The Generation Y era of young workers will further illuminate the culture issue. Generation Y wants to be recognized for who they are as individuals. The factory era that my mom and dad grew up in is over.

Setting the perfect company culture will not be easy. Here are some thoughts about how to address it:

• Acknowledge that company culture is tied to productivity and satisfaction
• Get rid of managers/employees who aren't in alignment with company goals, and thus killing culture
• Order in lunch and use the time to discuss workplace issues
• Meet with the workforce quarterly to update them on company performance and new initiatives
• Pick a favorite charity and ask for community service to help others in need

Generosity and karma

It's never good to wish bad things for people you don't like. Karma has a way of enforcing the "what goes around comes around" phenomenon in our society. Look at the lives of O.J. Simpson and recently Tiger Woods. Karma is at work, though don't ask me to explain how and why it works.

Generosity creates good karma. What are examples of the ways to show generosity? The obvious ones are donating money and time to a non-profit, or helping remove debris from your neighbor's lawn after the recent tropical storm.

Are you able to be generous in your business?

There are many people that need help today due to the dire economic circumstances. If you are not in a position to hire at the moment, is there a way to show your generosity by helping the job seeker?

Entrepreneurs have an abundance of knowledge that can benefit someone who is unemployed. Many of the jobs that were eliminated in the past few years are not coming back. Starting a new business will be a consideration for this group of job seekers.

My friends at TEM Associates showed their generosity in 2009 by offering their conference room to host meetings for the Connecticut Re-Employment Group. More than 75 meetings have been held there in the past few years giving hope to those in transition. This is generosity and gift giving at a high level.

iPhones and Droids rule our lives. My hope is that the spirit of generosity will become as intrusive as our gadgets.

Leaders vs. managers

As a follow up to Steve Ventura's leadership post I want to share a revelation that I didn't realize until the last few years...most managers are not leaders.

For most of my career I thought these words were one in the same. How could a manager not be a leader? In the context of my career weren't all sales managers leaders?

I owe much of my "awareness" to the writings of Seth Godin. His book "Tribes" included these memorable comments:

1. Leadership is about creating change that you believe in.
2. Leaders have followers, managers have employees.
3. Leaders change the status quo.  

I could write many posts about the managers I worked for who did not lead. It would be pointless.

The best leader I ever worked for was a visionary. He saw the opportunities in the market and put them into focus. He highlighted my strengths in front of peers to build my confidence and expectations. He did the same for others. In retrospect I did my best work when working for (with) him. I was truly following his lead, and he set a great example.

Leaders initiate. They have skill and attitude. Generosity and bravery. They are in it for the good of all. Managers are great followers, amongst other things.

A "Crash Course" on Leadership

This material came from Steve Ventura at the Leadership & Personal Development Center. I hope you have these leadership themes where you work.

The 10 most important words:
“What can I do to help you be more successful?”

The 9 most important words:
“I need you to do this, and here’s why…”

The 8 most important words:
“That’s my mistake and I will fix it.”

The 7 most important words:
“My door is always open to you.”

The 6 most important words:
“Let’s focus on solving the problem.”

The 5 most important words:
“You did a great job!”

The 4 most important words:
“What do YOU think?”

The 3 most important words:
“Follow my lead.”

The 2 most important words:
“Thank You.”

The MOST important word:
“YOU”

Referral Networking Groups

Are you building a business from the ground up? Do you need a sales team but don’t have it in the budget? How can you get people on the street to tell your story?

Join a business networking group!

The concept of relationship-based business development is cost effective and will bring “perfect customers” to your door. Research groups such as Business Network International (BNI) or something comparable in your area. Attend meetings on a trial basis to get a sense of the professionalism of the group.

Here are key elements to be successful in a networking group:

·        Commit to the meetings and arrive early

·        Take a leadership role

·        Do not pitch your services

·        Build relationships and trust

·        Develop a “how can I help you” approach

·        Prepare a “perfect customer” profile to share with your peers

·        Give, and ask for warm introductions…not leads

·        Follow up on every introduction. Update the person giving the referral on the status.

·        Initiate quality, thoughtful introductions to peers that you trust

·        Schedule one on one time with all other group members to build depth to your relationship.

Commit to this process and soon you will have a large network looking out for you, and vice versa.  

When you win...who knows?

Bad news is on every street corner.

Good news sounds better than ever. I just spoke with an entrepreneur who is coming off of a rocking two week period for her business. It's time to strike up the band!

The power of positive thinking may not solve our economic malaise but it can't hurt.

When you win what do you do? Do you gather testimonials? Do you tell your story to the world? Do you tell prospects who have been holding off on making a decision? Do you share your good fortunes with others?

Your business will pull us out of the recession in spite of the obstacles you face. Get used to telling an inspiring, winning story. We are anxious to hear it.

When do we raise our rates?

Here's how this issue is dealt with using the devil's advocate position:

"The economy is so bad we cannot raise our rates...if anything, we should lower them."

"We must raise our rates because revenues have been down and we must make up for the shortfall."

Are you contemplating this dilemma? There is no simple answer. One of the fascinating aspects of capitalism is that the "market" sets the rate.

A local recreation business raised their rates this year, and business has dropped 10-15%. Are they related? They aren't sure and will spend the next two months scrambling to adjust the rate to drive demand to try to make budget.

How do you determine what the market will bear in your business? One way to find out is to ask customers, former customers and prospects about the perceived value of your services. When I visit my favorite steak house with my wife, spend $120-$150 and come back 6-8 more times in a year we have said that the price is right. If the Fillet Mignon costs $5 more I will continue to go because the experience is exceptional. There is a tipping point based on price and my discretionary income.

Communicate with those who know your business well. Surveys, focus groups and interactive media will assist in the dialogue. They will help you price your product as well as anyone.

Under promise - over deliver

The fastest way to lose a customer and a reputation is to over promise and under deliver. We must strive for the opposite.

This week in Connecticut has been a trying time for many, especially the utility companies trying to restore power in a timely, safe manner.

I watched the news last evening and saw that over promise and under deliver is a predominant theme relating to power restoration. One by one people were interviewed that were without power for five days. Some were told power would have been restored by now. Others had not seen a power truck in their town. The prevailing sentiment sounded like this..."if it will take til next Wednesday tell us so we can plan accordingly". Not only are these people literally in the dark, they feel that the lack of communication has made things even darker.

No sane person can blame the utility companies for the storm. It is fair for customers to have an expectation of communication, even if the news is not what they want to hear.

Expect the unexpected

If you live on the eastern seaboard including New England you will appreciate dealing with the unexpected. Although we were warned most of last week the devastation caused by a tropical storm is a wake up call.

Was your business effected? Are you still recovering? Did you have a plan in place that factored in loss of power for days and possibly weeks?

What will happen if a real hurricane hits this region?

Large companies usually have contingency plans for natural disasters. 9/11 necessitated a new level of preparedness based on the act of terrorism. All of this proves that there is no limit to the number of things a business owner has to account for in the day to day running of their business.

The next time a hurricane is headed this way I am packing my bags...driving west and settling into Sandusky Ohio for a few days.

Not going anywhere? A hurricane suggestion

Time to load up on the anxiety meds. The weather terrorists on local and cable TV are in "speculation mode" and we know what that means. The world may not come to an end...but you never know.

Have a pad and pen in your survival kit. You have been looking for time to step back from the business and assess what works and what doesn't. There are no excuses for not doing this while Irene blows through.

Even better, come up with a strategy that will make you the very best at what you do. Recently I referred to the extra 10% you deliver above and beyond to set you apart. That is the zone to focus on and improve.

Mother nature has a way of humbling us by forcing us to slow down. We may want to thank her for that if you use your time wisely.

Indispensable versus follower

Marketing guru Seth Godin's book "Linchpin" is a must read. He defines a linchpin as the person in an organization who can bring it together and make it happen. He equates the word linchpin to being indispensable.

The alternative to the linchpin is the job where someone else tells you what to do. You do what they say to "earn a paycheck and not ruffle any feathers".

After reading the book I continue to wonder about how many linchpins there are in the workforce. Do you see your employees as linchpins? Do your employees have the freedom to make things better without following a manual? Are they encouraged to do so?

During our current recession many of the "follower" jobs have disappeared giving credence to his belief. Godin states that there are few good jobs left where someone else tells you what to do.

If you have a linchpin working for, or with you what do you appreciate most about them?

Attracting blue-chip talent

My wish for your business is to be so successful that you are in constant need of finding blue-chip talent. Sales, marketing, IT, accounting, operations. You may need the gambit.

With 9.1% unemployment there is talent waiting in the wings. Does the high rate of unemployment help or hurt your search efforts.

Employers tell me that some of the available work force is applying for positions far beyond their capabilities, others are aiming low for the sake of having a job. Neither situation sounds desirable for the employer or prospective employee.

What is your formula for attracting quality talent in the current economy? Are you being efficient? Have you had success with executive search firms or traditional recruiters? Do you have filters in place to make sure you are speaking with the right candidates?

The glut of job seekers will exist as long as the economy sputters. If your company continues to grow your hiring strategy will be as important as your sales process and marketing plan.

Branding your business

Beauty is in the eye of the beholder, so the saying goes. The same is true of how your clients see your business. Do they see beauty? Let's hope so because it becomes your brand.

Their view of your business began when you made the first connection with them. Did you meet them at the Chamber, send a direct mail piece to their office or did they see a story about you on the news? No matter which way the connection was made an impression on them was made in an instant.

Creating a positive first impression on qualified prospects will build your brand and build sales. The skill is staying on top of all the touch points you have with prospective customers and controlling the message. Consistency is key.

Your goal is to have your clients become advocates. Take control of your brand and watch your business grow.

How do you say thank you?

Let's assume you have multiple opportunities today to thank someone. A vendor, an employee, the FedEx delivery person...even a new customer.

There are temptations to keep your head buried in all the work that has to be done. You may have a chance to send a quick email thanking the new customer for their business.

Carve out some time to pull out the good stationary. The hand written thank you note has gone the way of the dinosaur. Check your incoming mail to look for hand written notes. Keep looking.

The electronic thank you note is not unique, warm or authentic. It's easy and takes little thought. Your new customer means you will be in business next week and hopefully beyond. The thank you note your new customer receives in the mail will enhance your brand and tell them that you don't take their business for granted.

Raving fans

Raving fans are the dream of every business.

While dining at one of our favorite restaurants recently my wife and I had just been seated when an appetizer appeared on the table (not asked for) from the pasta chef. The pasta chef happens to be a neighbor who makes sure our experience starts off on the right note. It's always "on the house". When I see him on the street he thanks us for coming to the restaurant.

Our waiter overheard a discussion at our table about dogs. He engaged in the conversation and was soon reaching into his pocket to show us his two dogs that are the loves of his life. He wasn't over the top, he fit right into the flow of the conversation at our table. He's not a waiter, he's an ambassador.

Needless to say, we are raving fans.

It's not that you need to deliver 100% to get raving fans. It's the 10% above and beyond that makes the difference.

What makes up your 10%?

www.whatsyourROI.com

This is a question for all businesses with a website.

Did your site cost $50, $500, $50,000 to build? What does it cost to maintain and update? Measurement of your marketing is critical to success. Determining your return on investment will have a lot to do with your attitude about the expenses of marketing your business.

The step before creating a website is asking yourself why you need one. I have met many business owners who had a site built because someone told them that everyone is doing it. Wrong reason unless you have money to burn.

Website builders need to be outstanding marketers. They need to ask questions to make sure the site they build for you will be able to generate a tangible ROI.

Do you use your website for e-commerce purposes?
Do you gather email addresses in order to communicate special product offerings?
Do you book appointments?

Have you taken the time to measure the ROI of your website? If not there's little doubt that your website "costs too much!"

The role of Social Media

Regardless of the size of your business Social Media should play a role in showcasing your brand.

Do you have an understanding of how to best utilize blogging, Twitter, Facebook, LinkedIn and the countless options that exist? By no means do you need to use just one or all of them.

Figuring out the Social Media puzzle ties back to your marketing plan. Do you need to sell one widget or a million to be profitable? Would 5 consulting clients pay the bills or would it be 105?

Educating yourself about Social Media should be the step you take after making sure you have clarity with your marketing plan.

If you currently use Social Media and have had success please share your stories.

Is charitable giving part of your company's mission?

The answers to this question fascinate me. Are you able to sell goods and services for a profit and find the time to give back to the community?

When you think of McDonalds, you think of the Ronald McDonald House. The National Football League has had an association with the United Way for years.

At what point in the creation and development of a small business do you think about embracing a charitable cause? Is there value in connecting the name of your business with causes that seek a cure for cancer, help veterans, or provide shelter for battered women?

A great debate for the next decade is whether the government should take care of everyone (which it can't do efficiently) or should we aggressively promote charitable giving on an individual basis.

Your thoughts?

Every year fire 20% of your customers

Say what?

You heard me. If you have 20 customers there are approximately four who need to go away at the end of the year.

The businesses that do the best job of adhering to a marketing plan still manage to take on some customers they can do without. Price hagglers, slow payers, time monopolizers are usually not characteristics of the customers you desire. They may be the nicest people in the world some days. Find a very nice way to give them a list of your competitors and thank them graciously for their business.

Now that you have gotten that out of the way you can set a goal of four new accounts that are in alignment with your marketing strategy. This is a never ending process. After a few cycles you will begin to enjoy the sense you have of elevating the caliber of those you serve.

Buyer's remorse

A few years ago when I sold credit card processing I closed a deal with a video store and headed back to my office. On the ride back I received a frantic call from my "newest" customer.

"Sally so and so from Brand X credit card processing called right after you left and said her rate is much lower than yours...please cancel my contract." She blurted this right after I said hello.

Sally was telemarketing from California and had been well trained to blow up any situation with a prospect who had just signed on with someone else (me).

When I had the opportunity to speak with my new customer I asked her a few questions...

• Who did Sally represent? At first she couldn't recall.
• Where geographically was she calling from? She had a California phone number.
• Will Sally come and see you and review her contract? No, she will email the info to me.
• Do you want to work with someone in your own town versus a voice on the west coast? Absolutely.

My customer came in off the ledge and the deal was saved. The moral of the story is that buyers do have remorse on occasion and will behave in this manner. Can you nip this in the bud while still with the customer?

Depending on what you sell you may want to deal with potential remorse right on the spot. I could have told my new customer that she would likely hear from competitors on a weekly basis and reinforce the reasons she was working with me.

The sale is the sale when you have signed the paperwork, delivered the product or service and had the invoice paid. Don't celebrate too early.

Sell like you don't need the business

This saying has stuck in my head ever since the first time I heard it.

Here's my interpretation: When under pressure to sell we are vulnerable to the pressure as much as the need to make the sale. Pressure can push you to take shortcuts, not listen for key cues that will help you in the process, and say and do things that cause you to appear desperate. Pressure can lead to closing a sale with a prospect that will make your life miserable.

Imagine saying this to a prospect: "I would love to earn your business...but if we can't find mutual benefit to work together it is more important that I move on." Is there any question of who is in control of this process?

It's not easy to "sell" this belief if you have been hired by Acme Financial and have a quota of 30 IRA accounts to open in the next 30 days. The need for a sales process is crucial to having this mindset.

May I test drive that Maserati GranTurismo?

Who wouldn't want to take the 2011 model for a spin?

I haven't visited a Maserati dealership lately therefore I am not sure how willing they will be to let me open it up on the highway. They may ask me some pesky questions to try to determine if the price is in my "ballpark".

Why would they want to spoil my fun?

When you meet with a prospect are you able to determine their budget, even if it is a ballpark amount? Your sales process needs to include a strategy to uncover whether there are sufficient funds in the budget, or if you have entered into a "how low can you go" negotiation controlled by the prospect.

Sales is all about emotion. It is exciting when someone expresses interest in your product. Interest is great, being paid fair market value is what will keep you in business.

Value is connected to addressing the customers pain. Once that has happened you will need to begin to outline the fees for services you will offer to eliminate the pain. You have established credibility by asking questions and offering the opt-out right at the beginning. As you have probed for pain and uncovered it, you must tell them what is involved to invest in you. It is easy to skip this step until the end. Don't wait...it could cost you!

Why are we here?

We have discussed the importance of selling professionally by asking probing questions and giving both parties the opportunity to opt out if it doesn't feel like it is moving toward a mutually beneficial conclusion.

There are occasions when presenting your services where you haven't gotten the NO but seem to be treading water when speaking with a prospect. They may be distracted or indifferent. You are losing control and not sure what to do. To regain control, ask this:

"Why are we here?" or "Should we still be talking?"

Focus is a critical part of the business development process. We are human and lose focus for a variety of reasons. You re-take control with these questions.Give the prospect the opportunity to restate why they really need your services, or tell you that they don't see the value.  Clarity trumps confusion every day.

When selling, never forget the doctor

Have you noticed the no-nonsense approach your doctor takes when you are there for a specific reason?

How are you feeling?
Where does it hurt?
How long have you felt this way?
Do you have other symptoms?
Is the pain constant or random?

Bang, bang, bang. Question, answer and so on. In most cases the diagnoses occurs in minutes. The doctor knows the right questions to ask and is trained to find pain.

Do you conduct your sales process in the same manner? Your prospects don't have aching backs...but something is causing them pain.

There are times when you will not find pain. Move on. Selling ice cubes to Eskimos is less likely than selling them to wanderers in the desert.

A subtle agreement

Salespeople really can be pushy, don't you agree? What is the opposite of a pushy salesperson? A professional salesperson.

Here's an example of how the professional salesperson conducts business. A prospect agrees to speak with a salesperson and a meeting is scheduled. In this meeting the salesperson politely asks permission to ask questions. At the same time the prospect is encouraged to ask questions as well. Hmmm, sounds suspicious right out of the gate. Where are the flip charts, PowerPoint presentations and lengthy contracts to sign?

Prior to asking a single question the professional salesperson throws another curve ball. "As we ask each other questions can we agree that if one of us feels we have not uncovered a sufficient reason to work together we can say NO?" Are you kidding? An opt out clause right at the beginning of the process?

This agreement is one of the key components of the Sandler Sales Training model which professional salespeople use as a guide.

Does the sales process in your business start with an agreement like this? If not you are using a system that allows the prospect to control the process. Your time and resources could be wasted as a result.

The contrast between the non-sophisticated salesperson and the professional salesperson couldn't be wider. When you review your sales process look right at the beginning to see if you are building a trusting relationship with your prospect.

How much does it cost?

My wife sells golf outings for a 36-hole public golf facility. She has many satisfied customers and needs to find new customers to be successful.

It's not uncommon for her to receive a phone call from a prospect who says: "How much does an outing cost?" This is often the moment where the sales process can get derailed.

We are trained to answer questions when asked. There are times when it is better to start asking questions.

When you develop a sales process for your business you have to believe you are in control when you are speaking with a prospect. If you develop a process and are disciplined to follow it you will begin to see dramatic changes.

Let's go back to the "outing cost." Instead of giving an amount, the prospect was asked questions and this information was gathered:

• The prospect has never hosted a golf outing, thus had no perspective of value.
• The person making the call was calling on behalf of their boss (the decision maker) and knew few details of what the boss wanted.  
• The person making the call said that they were instructed to call five golf courses and get the cost.

Substitute the business you are in and you probably recognize the drill. I'm not sure what the odds are of closing this sale when it starts this way, but there's a good chance you will not hear from them again.

Step one in building a sales system: Believe that you can be in control of process. Don't give away cost information without determining if this is a legitimate prospect. Sales is never easy. Handing control to the prospect makes it much harder.

Why does the sales process break down?

If you look for a simple answer to this question you won't find one. Every business is different, and every potential sale is different. Here's a checklist to review each time a prospective sale slips away:

• Who spoke the most during your time with the prospect...you or the prospect?
• Did you establish credibility by asking questions first and gathering information? 
• Were you speaking with the person who can make the decision? 
• Did your prospect have sufficient funds to support the investment in your business? 
• Did your prospect specifically state the reason(s) why they need to have your service now?  

You may not be able to answer these questions because you don't know the answers. You may have answered "no" to some of the questions. "No's" and "I don't knows" serve as a starting point to resurrect your sales process to close more business.

During the past few decades we have seen a major shift in the sales process. The old days were filled with product peddlers, some coming to your front door or calling during dinner. The shift has occurred to a more consultative approach. The company with the best sales process uses a disciplined approach not used by the product peddler. The new approach focuses on qualifying the prospect, and offering solutions only when true "pain" has been uncovered.

The sales process

Where your marketing ends...your sales process begins.

The best definition of marketing that I have heard is "the manner in which you touch prospects prior to purchasing your product or service." Sales process begins when you get face to face with your prospect, or when they go to your website with the intent to purchase.

Let's discuss the face to face scenario. Sitting in front of a prospect does not mean that you have a new customer. Many things need to come together in order for this relationship to progress. What will you do to establish credibility with the prospect?

You can ask questions. You can listen. You can probe for information to make certain that the prospect is qualified to make an investment in you. This first phase has you asking questions, not stating product features and why they should buy. If you sell the brand new 7-series BMW and the person you are speaking with has a credit score of 300 you are wasting your time. You will waste your time when you are tempted to talk too much.

The first step in the sales process is establishing credibility with the buyer. Asking questions and qualifying the prospect addresses your credibility and whether you should dedicate the time. Here's an easier way to put it. Ask them, "why are we talking?" You take control of the discussion while letting them speak. Soon your prospect will let you know if this discussion should go further.

We need more customers!

This mantra is heard from business owners everywhere. Before offering solutions, how about getting answers to these questions...

• How many do you need?
• Why do your current customers buy from you?
• Do you have a "perfect customer" profile?
• Are your current customers a perfect fit for you?
• How would you describe the way you find/attract customers?

Whether it is written on a cocktail napkin or a slab of stone you need to have a sales process. Wing-it is an option, but not a good one. During the next few weeks we will cover the steps that will help you set up a sales process.

Working "on" your business

The focus group example illustrates the value of working "on" your business, not just in it.

If your business expertise is stringing tennis rackets you will eventually get sick of doing that 24/7, especially if your original business plan had you inventing a new synthetic string or targeting China as a viable market. It is easy to get consumed with the day-to-day needs of your customers and forget about the big picture aspirations.

Find an expert or experts. You may need a business coach, marketing expert, CPA or lawyer.

You may not be able to do it alone. Whatever you choose, find time on a consistent basis to step back and take the pulse of your business.

Track your results

There is great excitement in your business when you begin chipping away at the actionable item list that you created from your focus group notes. The actionable item list included ideas that could be implemented immediately and had the potential to have a great impact on your business.

You must track your results.

Let's go back to the restaurant serving breakfast that opened at 8A. Their focus group pointed out that they were losing business with everyone who likes to eat breakfast between 6A and 8A. The restaurant changes hours and now opens at 6A. This increases payroll and utility costs. They must begin tracking their sales during this new two hour window to determine if this was a smart business move. Are they seeing new customers? Does the average sale increase with people that come in earlier? Tracking results is overlooked more often than you would expect.

In my radio sales career I would cold call prospective accounts and often hear the objection "advertising doesn't work." How's that for a profound statement? With further probing I would often find that they did not have any process in place to measure the effectiveness of the advertising they invested in.

Tracking results is necessary in planning your future. It takes discipline, but it is worthwhile. Don't ever get to the point where you say..."I'm not sure if this change we made to our business is working or not." No one will be able to help you when you are in that frame of mind.

Information Overload?

This should not be your reaction after conducting a focus group. Celebrate the fact that you have a quantity of ideas to sort into categories.

The first category should be Actionable Items. The reason you conducted this session was to learn something about your business and take action. When a focus group tells you that you have lost customers because your restaurant that serves breakfast opens at 8A and those questioned want to eat earlier you can adjust the hours to gain more customers. Actionable items tend to jump off the page when you review your focus group notes. Set priorities and get the needed help to implement them.

The next category should be Great Idea...But. This category is for the ideas that make sense, but need one more element to make them actionable. One element could be budget. It may be personnel, or possibly technology. Whatever the element, it means that you will need to address this step before the idea can be used. A personal injury law firm identifies the need to brand themselves with local motorcycle clubs. In order to do so they will need to budget for memberships and event sponsorships in order to maximize the promotional potential.

The last category is for items deemed as Outrageous. This category should not be called Throw Away. Today's outrageous idea may plant a seed for an improvement to your business tomorrow. Keep all ideas on file.

Recording the Results

The objective of a focus group is to record the answers by the participants. One person writes the answers on an easel. Another can use a laptop as a backup to make certain nothing was missed.

One reply out of 300 or so that were recorded in the focus group can be a game changer for the business owner. Thus, attention to detail is critical.

I have seen some of the best answers occur when one participant takes information shared by another and is able to build on it. Once the momentum gets going you enter into the "free wheeling phase". Recording the information at this stage becomes a challenge. Participants are given pads to write on when they have a great idea and wait for their time to be heard and recorded.

Once the results are recorded, the fun begins.

Focus Groups

The entrepreneur must be disciplined to take time on a consistent basis to work "on" their business, not just "in" it. Michael Gerber discusses this at length in his book, The E-Myth Revisited.

An example of working "on" your business is to conduct a focus group. Focus groups can involve speaking to customers, prospective customers or business peers regarding the performance of your business. A focus group allows you to step back and look at the business from a perspective you don't see when you are in the trenches day to day.

Ask a business owner what their problems are and you will usually get a list. The most effective business owners rely on focus groups to help uncover information they could not gain on their own.

A focus group can consist of 6-12 people who are asked questions pertaining to specific problems identified by the business owner. The goal is to obtain a quantity of ideas that can be recorded and reviewed afterward. Focus groups must be facilitated by a professional who will stay on task with the session agenda and complete the session in a timely manner.

Remarkable Person: Don Beveridge

Does that name ring a bell? Probably not.

Don Beveridge is considered America's Most Outstanding Business Speaker. I had the pleasure of seeing his presentation years ago. He is memorable because he dropped this nugget on all who were in the audience:

"Your business cannot maintain a long term advantage on price and product alone."

He followed that up by asking us if we had ever eaten Fillet Mignon when a Big Mac was available at a lower price. That started the wheels turning in my head. His point was starting to make sense.

In your business is it important to have the lowest price? If you are trying to make a profit it can be destructive to your business. What does the lowest price typically equate to? Poor service, not delivering on time, screwing up the order. You get what you pay for.

Don Beveridge completed his presentation emphasizing that you must offer the customer a unique experience that can't be found elsewhere. One that is not price or product sensitive. Once price is the sole buying criteria, you have gone into the commodity market whether you meant to or not.

Bring on the value...and you won't need to lower the price.

Core Values

We've all heard the stories about Enron and its fall from grace. Failure of core values brought them and others like it down. Having a set of positive values that are honored daily will lead your business to success.

The most common core values that I found when doing some research were the following:

1. Safety
2. Quality
3. Integrity
4. Diversity
5. Innovation
6. Sustainability

All are great words and imply something that sounds positive. I'm willing to bet that my definition of integrity is different than yours. What are the values you want to project in your business?

When you settle in on your core values find ways to tell a story about why they should be appreciated by your employees, customers and vendors. Without stated core values that are re-enforced by the way your business operates you will be at the mercy of others defining them for you.

Is your marketing plan a living breathing document?

How important is following a marketing plan in your business? If you have one are you reviewing it on a periodic basis to see if you are on course...or drifting away from your strategic plan?

A marketing plan should be perceived as your friend. It is your map, or should I say GPS. When you run a small business there may be a long list of things you think of everyday that are more important than your marketing plan. Capital, technology, innovation, competition, labor to name a few.

Schedule time to review your marketing plan. Most business owners I know find that their business struggles when they don't have a formal marketing plan, or haven't thought about it for an extended period of time. A marketing plan is a living breathing document, which means you have the right to make adjustments and tweak strategies. Your perfect customer 3 months ago may be different today.

When careful thought is put into your marketing plan, and it is reviewed quarterly or semi-annually you have the greatest chance of seeing growth in your business.

July 14th Connecticut Re-Employment Group Meeting

Please be prepared to share your 3-5 minute story at this meeting.

I want to thank Mary Anne O’Neill for asking me to share my job search story in this meeting. I will share my story and hand out a document reiterating everything that I tell you. This document will include information about ways you can help me in my search.

Use the format that will be most effective for you when you speak.

Telling stories is not what a job seeker is typically asked to do, especially in a re-employment group setting. Telling stories means having to look inward and search for meaningful words that will impact your audience. Telling stories initially takes you into the “uncomfortable” zone. I encourage all to overcome this discomfort.

CREG is not trying to win the award for most people in attendance at a re-employment group meeting. Our criterion is different.

- CREG wants participants who get up in the morning and want to make a difference in someone else’s day.
- CREG participants truly believe they are unique and have highly marketable skills.
- CREG wants participants who understand that telling stories in front of a group is akin to answering questions and being prepared in an interview.
- CREG wants participants who are willing to make the commitment to spend time one on one with other participants to build relationships.

Please answer this rhetorical question: What are you doing today to be remarkable? CREG promotes a spirit of attracting remarkable people. The first step in being remarkable is believing that you are remarkable. Your stories will take you there.

Thank you for your support. As this format thrives you will be amazed at how enjoyable and productive the meetings will be.

Brevity and Urgency

I was listening to Colin Cowherd this morning on ESPN Radio and he made an observation that should resonate with storytellers.

Wednesday's US Women's Soccer game versus Sweden played at 2:45P had a larger TV audience than Wednesday evening's game between the Yankees and Indians. The most important team in baseball with Hall of Famer Derek Jeter chasing 3,000 hits had fewer viewers than a women's daytime soccer game.

Cowherd made the point that brevity and urgency has much more appeal now than ever. The soccer game was played in one hour and forty five minutes versus the three hour plus drag that is Major League Baseball. Reminder, daytime TV audience is dramatically smaller than primetime.

For those telling stories, brevity and urgency will help you engage with your audience. Just ask the US Soccer team!