Call it whatever you want…

     Call it an incubator,  a co-op, a strategic alliance, shared platforms, networking, whatever you want . . . the bottom line is that the long-term business success effects of this sucky economy and dollar devaluation are going to be measured in terms of how much you can be both a leader AND a team player!

     The US Army teaches  that — among other things — to be a great leader requires also being a great teammate and follower. You can lead your business straight over the cliff by ignoring all other businesses around you and “going for broke,” if you choose a path of arrogance.

     The major difference  between arrogance and self-sufficiency and independence is that the first of these is an attitude. Combining forces with other businesses doesn’t render you helpless. If it does, you’ve selected the wrong business to work with, or you have an attitude problem.

     Combining forces with other businesses  should put your business — and the others — in a position of strength. It means that one business picks up where the other leaves off to the mutual benefit of all involved. Money can be involved, but it doesn’t always have to be. Ego is almost always involved; don’t let it be. Self-importance loses wars, and crushes business ventures!

     A Two-Way WIN-WIN:  I work with a bright young business that specializes in Internet marketing (website design and services, email and SEO programs, etc.). We combined website development interests because that firm’s strengths were tech-driven and mine were content-driven. We share responsibilities on work generated and produce a better, more complete product by focusing on what we do best.

     A Three-Way WIN-WIN-WIN:  A local liquor store and area deli have combined forces at a local fire department to raise money for an area charity by paying the fire department space rental and soliciting donations for admission to a “Giant Wine & Cheese Tasting Festival” that includes vendor donations of wine and cheese from a couple of dozen manufacturers and distributors who supply the two stores. Actually, if you think about it, this is like a 30-Way WIN situation.

     Can your business share  a workspace? A receptionist? A display area? A parking lot? A truck or delivery service? A database? Utilities? Cleaning services? Expertise? Research? Resources? Sales teams? Payroll services? Meeting rooms? Advertising media expenses? THINK about it!

     The next chapter in American business  will revolve around ways to economize even more than you are right now. The challenge will be to make the most of every resource, including those of neighboring or allied businesses. OPEN MINDS OPEN DOORS.   

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Shoppers Abandon Recitations,

Prefer A Good “Benefits” Story!                                                                                                                                                                                                                                                                                                                                     

      If you “Tweet” on Twitter,  you’re already an expert at headlines and titles. If you’ve read my recent blog post on “I” “Me” “My”  then you’re well on your way to mastering the structure of storytelling for sales (or as I call it, “Storyselling”).

     Actually,  a good storyseller© can sell virtually anything at anytime to anybody under almost any circumstances. You’ve heard about being able to sell ice cubes to Eskimos and being able to sell the stuff that bears do in the woods, on a shingle? Well there you are! Storyselling.     

     The ancient song  from my parents’ days, “Accentuate the positive; eliminate the negative” gives us a key corner-piece of the jigsaw puzzle. Focus your storyselling on the benefits to be derived (instead of the features, which serve only to justify the purchase that is based on benefits and triggered by an emotion).

     Tell a story  that engages the imagination and triggers a dominant emotion. That’s it! Bingo! S~A~L~E~! It doesn’t matter if what you’re selling is alive or dead, big or small, hot or cold, heavy or light, costs ten cents or ten million dollars. The purchase decision will be made emotionally and justified rationally.

     That means sell the benefits,  not the features.

That means your story needs to zero in on answering the customer’s question: “What’s in it for me?” That means your story needs to entertain and educate/ inform… but be brief and to the point (like the 140-character Tweets). 

     Your story needs to paint a picture!  Listen to your kids; they know how to do it. Why? Because they’re uninhibited. You can be too, you know. It just takes a little practice. Tell stories. Tell stories. Tell stories. SHORT stories. (Save the full-length novels for your friends!)

     Still doubtful, eh?  Well, just ask yourself when was the last time YOU purchased ANYthing because someone pushed the features at you? When was the last time you bought ANYthing that didn’t come with SOME kind of story attached? Be honest here, and think hard.

     So, you want to pump up  your sales skills, practice writing 140-character Twitter “Tweets” and practice telling stories. Yes, good-taste jokes are a fine example of a great way to practice STORYSELLING. Name one great salesperson — from Paul Harvey to Zig Ziglar — who ever lived, who couldn’t make you crack a smile. There are none.

     Oh, and Storysellers  who smile while they storysell, sell more. So ;<)’s aren’t a bad idea either! 

# # # 

Is your business too frivolous

to survive this economy?

Of course not!

ONE: Find the people you need as new and repeat customers or clients.

TWO: Show them how they’ll benefit from your product or service.

THREE: Push an emotional trigger.

That’s it!  Let’s put it this way: if you think your business is too frivolous for you to be able to make sales in this crummy economy, you’re right! Fold up the tent and go home!

If you believe that people  are only spending money on basics right now and that they haven’t enough spare dollars to afford your products and services because they’re hardly “essentials,” odds are that you are also letting that attitude show in the ways you conduct and promote your business.

I don’t care if you’re selling  designer soap, dictionaries, Swedish Massage, venture capital pool memberships, jeweled toiletpaper holders,or gold-plated shoelaces … now is not the time to be timid in your promotional messages … or be turning out all your store or office signage lights at night … or going into US Postal Service-style retreat mode.

Now is the time  to rise to the occasion, to innovate, to put in extra hours, to go the extra mile, to show people why they can’t live without your products and services. I know, I know, there’s no excuse like the present. That’s true. There’s also no loss like losing a business.

So toss your chin back there, Buckeroo!  Go get your glove and get in the game. Remember that YOU CHOOSE to give up or slow down or make excuses. It’s just as easy to choose to charge forward and speed up and own up to your shortcomings. Everyone has shortcomings.

“Yeah, sure, easy for you to say,”  you say, “but you don’t know how hard it is and what a struggle I’m having just to pay the rent and salaries!” Ah, but I do know. I also know that feeling like it’s hard and feeling like it’s a struggle are — guess what? — right! — choices!!

Choose to feel like it’s easy and choose to feel like you’re on cruise control.

It will be and you will be.

# # # 

Call 302.933.0116

That’s 302.933.0116

Call 302.933.0116 Now!

     What makes three mentions  of a phone number work better in your broadcast commercial than just one or two, or five or ten? We all know — or perhaps we’ve forgotten — that REPETITION SELLS. Uh, what’s that? Repetition sells. Repetition sells. Repetition sells! (There we go again: 3)!

    If you’re a real estate professional,  it’s LOCATION, LOCATION, LOCATION, right? Writers live to REVISE, REVISE, REVISE. Scientists EXPERIMENT, EXPERIMENT, EXPERIMENT. From piano teachers to football coaches, the word is PRACTICE, PRACTICE, PRACTICE.

     Adventurers  EXPLORE, EXPLORE, EXPLORE. Insurance claims people ADJUST, ADJUST, ADJUST. Corporate R&D people and direct mail experts TEST, TEST, TEST (and many kids undoubtedly think that’s also their least favorite teacher’s motto)!

     Politicians and Little League parents  seem universally to think that WIN, WIN, WIN is what life is all about. How many BUSINESS things come in three’s? Why triplicate copies? One for you, one for the customer, and one for who knows what? Many Caribbean resorts process 3 receipts for a bottle of beer! 

     Therapy group shrinks  use triads to process stuff. Olympic stars do triple flips. Fat guys order triple scoop cones. And there’s nothing like a base-clearing triple for excitement. The triple crown. A hat trick. 3-D. 3 tenors. Triple chocolate (Mmmmm).

     Three.  Is it that we can we only count that far these days? Or is America becoming a nation of shameless stutterers?

     Have Wii and WiFi and Twitter and Spaceface (I know, I know, I’m being sarcastic again) put us all into such a fast-track lifestyle that there’s simply no longer any time available for 4, 5, and 6? Or, AHA! It must be the attention span thing. We just don’t have it anymore.

     I mean who could  read a whole book now, when — instead — it’s possible to read eleven gazillion 140-character stories with the same number of eyeball numbing hours in front of your Twitter monitor? Why limit yourself, yes? 

     So, okay, we’ve narrowed it down.  3 works because we don’t want two (or is it we don’t want “three”) pay attention two (pay attention “three”) 4, and 2 doesn’t reach out and grab us by the belt buckle! So what’s a poor business owner two (ah, “three”) do?

     Shucks!  You mean it’s supposed to be to and not two? Well, three still stays three and not “Twee” unless you’re Elmer Fudd . . . now there’s a dateline incrimination!

     Start by realizing that repetition of thoughts and repetition of actions sell as well as repetition of the words we use,  and that there’s a thin line of acceptance (tolerance? Perhaps threelerance?) between 3 and 4.     

# # # 

Are You Ahead Of Your Time?

     As a fledgling  and occasionally sarcastic business professor in 1974, I made two predictions to my marketing students:

1)  The day will come when  some opportunistic HBA (Health & Beauty Aids) company (aren’t they all?) posing as a pharmaceutical firm (don’t they all?) will launch a big new product splash into the marketplace, announcing the revolutionary new “BEHIND THE KNEES DEODORANT AND ANTI-PERSPIRANT” for those embarrassing odors associated with leg draping over the edge of a seat while sitting (imagine the booming market for drivers!). Okay, hasn’t happened yet, but — as they say at the NY Lottery — “Hey! Ya’Neva know!”

2)  The day will also come when  we will all have microchips  (which only barely existed then and, those that did, probably held 10 pages worth and were maybe the size of a half-dollar) embedded in our foreheads  that will allow us to tune-in to any TV or radio station, play any album (33’s and 8-tracks at that time) and call or answer any call — without a phone — by simply thinking of the person or organization we wanted contact with. Uh, this too hasn’t yet happened … yet … but …

     Truth is  that if you’re thinking about stuff like this, I hope you are either an independently wealthy entrepreneur, a scientist being paid to drum up challenges for some corporate R&D department, or a sicko mental case.

     Being ahead of your time  is a waste of time. It is also like a tip-toe through Disneyland because it is mega-fantasy … because it is not here, now; so it is not reality.

     Excursions into fantasyland  can occasionally be helpful — as in underscoring a point with a class full of marketing students. But if you’re running a business, run the business!

     The farther you drift  away from what’s right in front of your face on a day-to-day basis, the farther your bottom line will drift away. And with today’s econ… got the drift?

     Pay attention to  the customer, the employee, the referrer, the supplier who is looking at you, speaking with you, emailing you, Twittering you right this minute! Success is the journey, not the destination! 

     Don’t stop dreaming,  just save it for when you go to bed!

# # # 

Yesterday’s Customers

Bring Business Today!

     It’s a proven fact: Your BEST source of business is existing and past business!

     So, when the time comes,  if it hasn’t already, to put your shoulder to the wheel, stop working and have a party! No one ever told you that entrepreneurship is all about being spontaneous?

     Really! Stop what you’re doing  and have a Customer Appreciation Party. So what if it’s a last-minute deal? So what if you’re down to your last few nickles? Buy some cheap wine and cheese and make some decorations. Invite your not paid up-to-date lawyer and accountant. Tell them they can be their sharky opportunistic selves and use the gathering to network their own services.

     It matters not  that you run a retail or wholesale operation or a professional practice or service office, or turkey farm or pistol range (okay, well I’ll grant you that maybe it’s not a great thing to have a party at a pistol range) … or whether you have 100 employees or you’re a one-man-band … or whether you operate out of a fancy building, or your basement! 

     You simply call all your best customers  a couple or seven days ahead and tell them to come as they are and to bring friends, family and co-workers and stop in at 5 or 6 o’clock to have an Oktoberfest (or a “Celebrate The Economy”) drink (or 8AM for coffee and donuts! Be sure to invite local police!) and give you the chance to shake hands and say a personal thank you to each.

     Put on some music.  Lower the lights. Get Aunt Jabib to fix a tray of those old lady sandwiches. Pick up a bucket of pretzels. Give out special discount coupons (or even better:  handwritten “20% off until October 20″ on the back of your business cards, which you dole out with each handshake).

WHY? Here’s Why:

     You will get more business  from this impromptu gathering than you will from expensive advertising because you are PERSONALLY interacting with each person, and showing your humble appreciation for the value of their business in a PERSONAL way.

     Don’t believe me?  So go back to work and forget it; what do I care?

     BUT IF YOU DO THIS DEAL,  you’d better invite me as well. Besides I’m a cheap date; I’ll just slink into a corner with a glass of wine and dream up my next blog post! Happy Customer Celebrating!

[P.S. If not enough can make it, have it anyway, and then do it again for those who missed the first one!]

# # # 

Analytical

BELONGS TO SCIENCE AND BUSINESS

Kidding

BELONGS TO GOATS

Teasing

BELONGS TO HAIR

Wired

BELONGS TO ELECTRICIANS

Criticism

BELONGS TO THEATREGOERS

Judgements

BELONG TO COURTROOMS

Pushiness

BELONGS TO BULLDOZERS

Lecturing

BELONGS TO CLASSROOMS

Crowding

BELONGS TO SUBWAYS AND SARDINES

Got some thought-provoking additions? Share what you can. They belong to everyone! 

# # #  

… not the “beaten” path,

nor the one “less taken”

     When the last time you took a brand new business path? A new product launch? A new line or service extension? A new revenue stream? A new employment position? A new set of objectives, strategies, tactics? A new mission statement? A new vision statement? A new business start up?

     Was it successful? Did you bite the dust? What did you learn from it? Did you manage to stir up a lot of excitement that produced no payoff? Did you drag your butt into the thing and be greeted with enthusiasm personified? Did you charge at it head down and get a concussion when that wall came at you from out of nowhere?

     As any jungle-dweller will readily attest, (and, yes, it IS a jungle out there!) taking a new path often requires the help of a machete and a whole lot of adrenaline. This means you may need to be ruthless as a fruit tree pruner in swinging that sword to create your path or passageway.

     Clinging to old practices won’t help you now anymore than a crank-up rotary dial phone and a ream of carbon paper (if you don’t know what either of these are, you are probably a reckless, young entrepreneur who doesn’t have any old practices to cling to anyway, and you might as well go zoom off to Facebook right now . . . or something).

     On the other hand, if you’re a bit older than the txtmsg generation and you’re a true entrepreneur who’s only willing to take reasonable risks, and you’re sincerely committed to launching a successful venture, OPEN YOUR MIND.

     Be receptive to all the people, places, and things that –until now– you would never have considered worthy of your time and attention. Why? Because some of the world’s greatest ideas… the ones that really put a new venture over the top… come from forcing yourself to think differently!

     A fleeting exposure to yoga, or a snorkeling or grocery-shopping trip, or an hour of playing on the floor with a baby or a puppy, or telling your least favorite brother-in-law that you love him! You’d be surprised at the doors that your open mind will open if you’ll just give it the chance!

     You’ve come this far, isn’t it worth a short experiment to put your brain in a completely opposite/foreign situation/environment –even for an hour– to see if something clicks that can put your venture over the top. Of course it is! Don’t cheat yourself of a great possibility. OPEN MINDS OPEN DOORS!          

# # #  

Has your brain been

thunder-struck?

     We’ve all heard  and probably used the term “Brainstorming” a few times, but when did you last use a formalized “Brainstorming” process? Did you know that the more rigidly structured approach you use, the more free-flowing and better the brainstorming results?

     I’ve probably  run 500 formal brainstorming sessions, and all have produced great results. Here’s my version of a “recipe” I follow. Print it out. Use it. It works!

[Adapted from the Pfeiffer and Jones University Associates Handbook of Structured Experiences for Human Relations Training, Volume III (Revised)].  

     THE GOALS: 

     1)  To generate an extensive number of innovative thoughts or ideas, or solutions to a problem, by suspending criticism and judgment and evaluation.

     2)  To develop skills in creative thinking and problem-solving.

     Group Size:  Any number of small groups (best if composed of 5-6 participants each). Time Required:  Approximately one hour total. Materials:  White board or newsprint pad with markers for each group; stopwatch; bell. Physical Setting:  Movable chairs for all participants. Warm-up Activity:  In 2 minutes –without talking– make something out of one double newspaper page, or one lump of modeling clay; follow with quick show ‘n tell.

     THE PROCESS: 

     1)  The facilitator has each group form a circle and select a secretary, then provides each secretary with markers and board or newsprint pad, and asks each to record every idea generated by the group.

     2)  The facilitator states the following rules: 

• A)  There will be NO criticism, no judgments, and no evaluations during the brainstorming phase of the activity.
• B)  Far-fetched ideas are encouraged because they often trigger more practical ones.
• C)  Many ideas are desirable.

     3)  The facilitator announces that participants are to imagine being cast ashore on a desert island with absolutely nothing but a belt, then tells the group they have 15 minutes by the stopwatch to come up with as many ideas as they can in answer to the question: What can be done with the belt? (Other objects can be substituted– a flashlight / a rope / an oar / a corkscrew– and props, e.g., an actual belt, can often enhance the discussion)

     4)  After 15 minutes, the facilitator rings the bell, and tells the group(s) that the ban on criticism / judgments / evaluations is over, and directs the group(s) to evaluate their ideas and select the best –most feasible– ones. With multiple groups, each group’s “best” list can be shared, then all involved can explore ways to combine “best” ideas. The final (combined) list is posted and participants are asked to rank-order them for practical usefulness.

REPEAT THE ENTIRE PROCESS WITH A REAL BUSINESS PROBLEM OR NEED SITUATION. This can be done on-the-spot, the next day, next week, or periodically. The more disciplined the facilitator is in requiring adherence to guidelines, the better the results that can be expected.  So go beat your brains in, if the storm didn’t already get to you! 

# # #  

Listening skills alone 

do not a good boss make!

     Just when you thought  you were doing a great job of  communicating because you’ve been working so hard at listening better and more actively and more attentively, along comes this snot-nose blog writer to tell you that you’re only halfway there!

     Careful listening is a wonderful thing,  and it gets you to the fifty-yard line every time. But if you’re not taking ACTION on what you hear from your staff and associates, and if you’re not giving the source of the ideas and information due credit, touchdowns are not in your future!

     You’ve heard about  criticize in private and praise in public? Well you can’t do too much (genuine) praise of good ideas, good behavior, good attempts (even when they fail!), good attitudes, good productivity, good referrals and networking, good overall performance.

     If your response to this  is to off-handedly toss a mumbled “Yeah, right!” on the table, you need to seriously question if you are getting too old too fast. When was the last time you were the object of some one’s sincere praise? How did it feel? What action did it prompt?

     Every time you can  express appreciation for innovative, success-driven thinking and behavior, and of course in public, you are fostering more positive thinking and action by that individual, and by everyone else around. Trophies, plaques and certificates are nice, but there’s nothing like an on-the-spot exuberant compliment and accreditation, a pat on the back.

     Small, frequent on-the-spot rewards  for a job well done (or well-attempted) have always served to motivate and encourage repeat positive performance better and much more effectively than any other form of “attaboy” treatment.

     Pulling an employee  (not physically, I should probably mention!) from her work station to thank her for a great effort in front of whoever is there (customers, other staffers, vendors, passerby, delivery people) and treating her at that moment to coffee, or lunch or a walk around the block will generate more positiveness than annual award dinners and golf outings.

     Spontaneity counts!    

     Nurturing  company-wide opportunities to contribute counts!

The feeling that one’s opinion counts in the grand scheme of things provides an enhanced sense of self-worth, and people who feel good about themselves because of the work they do, will in turn feel good about the employer who makes this possible.”

—Martin Yate from KEEPING THE BEST And Other Thoughts on Building a Super Competitive Workforce 

# # #

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Hal@Businessworks.US 302.933.0116

Open Minds Open Doors

Make today a GREAT day for someone!