A Card

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She looked at the envelope and didn’t know quite what to think.   She didn’t expect anything from him and hadn’t for a long time.   He had drifted away it seemed, they hardly ever talked yet she still felt loyal to him.

So she opened the card.

**

Dear Erin,

I wasn’t sure given all that was going on that you’d stay with me.   But I am so happy that you did. 

We have shared much over the years but I know I’ve taken you for granted.   I know I just expected you to always be there.   I know I just assumed you would never leave me. 

And you didn’t.   For that I am so grateful.

When we hit that rough patch last year I got scared.  I’m still a little scared.  I realize I had gotten careless around you and around others in my family.   You Erin, were there for me in the beginning when I was young and just starting out and I think I forgot that.

This note is very important to me because you are important to me. 

This note says “thank you” for being there then and being there now.  This note embodies that adage “Make new friends but keep the old, for one is silver, the other gold”.

Erin, thank you for sticking with me.  Thank you for keeping me close.  This note says I won’t forget that ever again. 

Thank you for your business,

Steve

**

Surprised?  Unfortunately, most of us reading this probably are. 

But Erin is not a lot different from many customers who have been with you for a few years. She’s likely similar to customers you have or maybe your business has, that despite the fiscal challenges, the new competitors she could choose from, and maybe even absorbing your price increases, has chosen to quietly stick with you.

Would a business owner write a note or have a card ultra personalized like in the above example for Erin?  Sure, why not?  Maybe not as much as written above (but I wouldn’t besmirch anyone who wanted to write a card for their top 10- 100 customers like above- well worth it!)  The point is that a card done right can be a very special message to a customer, one that can make them feel cherished.

A well done card maybe for Thanksgiving, or Christmas, or for any Holiday can mean so much more than a mere ”thanks”.   Heck, a simple “thank you” note done right can mean something quite wonderful.

And it should.   

It’s time to start planning about how you’ll acknowledge your clients. 

Do it better this year.

Till next time,

Grow The Business.

Mark

A Salesperson’s Halloween Poem

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Beautiful Poetry can lift the soul, make one weep inconsolably, inspire through a lifetime and especially around the Holidays, bring great strength and joy to all who read it.

When I write poetry about my beloved salespeople….not so much.  

A Salesperson’s Halloween

Oh Hallowed Eve, oh night of ghoul,
Your day is full shrieks and shrills.
But I’m thinking what trick or treaters really need
Is some help with basic sales skills.

A 3 foot tall, pillowcase toting Dracula
Squeaking out “Trick or Treat” is pretty weak,
It’s actually a cold call gosh darnit!
Yet no effort to get the neighbor to speak?

Wee Goblins, Witches and Headless Horsemen
Offer some scares but no sales approach.
Don’t we all want more candy? More upgrades?
Let me at em’, Let me coach!

So with a wicked twist on Trick or Treating
I’ll lead this effort as a hands-on leader
As I on this night, and finally for a change,
Will be a Treetee and not a Treater.

We’ve seen it before, the real tall ones
With the beards and even a cigarette dangling
Those arms outstretched as child pretenders,
Doing hardcore candy angling.

But being a middle aged sales pro, I’ll be different,
Use real sales skills and dress like Freddy Krueger!
I’ll either get oodles more candy and teach these kids,
Or end up in a cruiser.

Till next time, 

Grow The Business. 

Mark

Lessons From A Grave Digger

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With Halloween being nearby and all the “fake headstones” popping up on people’s front lawns, I got to thinking about my first real job as a grave digger.

I learned some very important lessons that have stuck with me. There’s a lot here so be patient please.  I think they’re lessons helpful for all of us.   

Sometimes in a training session you get caught in an “Icebreaker Exercise” and are asked to share “Your first real job”.  When I was 16 and 17 years old, from the beginning of May till that September’s Labor Day, I worked at the town’s cemetery.  

When I mention it I get questions like “What was that like?”  (It was the most beautiful work place ever) “Did you really dig graves?” (No, I didn’t actually dig the graves (the backhoe did) but I did jump in, fill them and then tamp the dirt down by hand)),  or “Did you see anything bad? (Well let’s just say that after the family leaves, the “lowering” part doesn’t always go so smoothly)”.  I then quip something like “I learned a lot”. 

And I did.  And as I look back, the lessons are deep and very valuable to me.  These lessons deserve a renewed attention.  

I met a great friend in Brian  who at the end of the second summer, went on to travel the world playing horns for the musical “Showboat” on a Cruise ship.   From him I learned that if you have a dream, you have to take some risks.  This kid auditioned and got rejected way more than he was selected.  I want to work a little harder and take some risks as this year is almost over and not sure that I’ve stretched far enough.

I met a fellow worker named Jack whose dream it was that it would rain really hard so he could sit in the garage and do nothing, absolutely nothing.  He was the most miserable man I’ve ever met.  He hated his job, his life and everyone around him.  I hated him right back.  From him I learned what you become when you hate what you do and feel like a victim.  I want to remember that more when I think I’m having a tough day because unlike Jack, I refuse to be a miserable waste of space.

I met Bill, my first real boss I guess,  and I learned from him that a boss’s job is not to help you out or to “own” the business ( or the cemetery),  but rather to tell you what to do, go back the private office and have a drink.   I’m thankful my second real boss (at a department store one year later) Mr. Newman, untaught me that lesson right quick.   I want to remember more that the word “support” ought to be in my and every leader’s title literally and figuratively.

I met Mr. Sony Walkman (yes it was a cassette player walkman in those days) and learned early that listening to music all the time while working was a waste of precious time.   I put my first cassette tape in of somebody saying something smart instead of singing way back then while mowing grass in “A” block.   I want to spend more time “listening” to smart people and starting tonight will listen to that stuff while on the treadmill instead of Led Zeppelin.

I met Mr. Job Satisfaction.  This one is a tough one.   It’s a lesson harder for me to apply as often now as it was then.  There was a great feeling then of a job well done when you finished your day and saw that grass you mowed was now perfect and those headstones were neatly trimmed.  It was an awesome feeling.    In what I do today (and for some of you too); those immediate results and rush of knowing you did your job well or helped someone isn’t always as easy to see.    I bet a lot of folks on my staff struggle sometimes here too, so I want to work harder at finding and articulating the results of the work we do.

Lastly, the greatest lesson I learned stemmed from having the privilege to meet police officers, soldiers, nurses, leaders, business owners, mothers, sisters, brothers and fathers; heroes all.   Some had been at the cemetery for years and some came to stay for good those two summers I worked there.  I knew even then as a “know it all” teenager that I owed them good work, my attention and for the veterans, a crisp clean flag on Memorial Day.  The deepest lesson didn’t sink in until having watched nearly every day while on my lunch break sitting at the edge of the trees, a typically older person drive up with flowers, water and garden tools.  He or she would spend the next two hours standing or sitting, talking aloud and landscaping the grave site of what had to heartbreakingly be a husband, a wife or on occasion, a child.         

I learned then that those were the people I was working for.   Those were the people my work helped and made a real difference to.   You can whine about co workers, job conditions, bosses, your walkman, job satisfaction or anything else you want but if your job is to help someone else, that’s pretty much the most important part of what you do.    Those visitors every day showed me that, and for the rest of those summers, I worked for them. 

Those customers or employees you help everyday.  Those are the people I suspect you and I really work for.  Those are the people you and I help. 

I want to work a little harder remembering that and that’ll be good; it’s probably the best grave digger lesson of all.  

Till next time,

Grow The Business.

Mark

6 Questions Never To Ask A Customer

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Current customer or potential customer it makes no difference, here are 6 questions that need to be dead.

1. “How are you today?”  Nothing screams I’m a sales rep like “How are you today?”  Jeepers Criminy!   You just interrupted a customer with an unannounced visit or a phone call and you ask that?  Might as well have the words “Commissioned Sales Rep” read across their phone display or plastered on a bright red button affixed to your lapel.

2. “Are you the decision maker?”  What, are you stuck in “Boiler Room” reruns?  How much more offensive can you be?  Most people you need to ask that question to have some influence (if not being the wife, the husband or colleague of the one who is).  Talk about self serving and rude.   Try being polite and ask “Who besides yourself has a say in the decision process?”

3. “Are you happy with your current supplier?” All right!  You are looking to trash the current vendor!  Way to make a sale.  Or maybe you are hoping you are calling at the right time (exactly) when dissatisfaction is underway (good luck with that sales strategy).  So 80’s.  Presume always the customer is happy with the current provider and sell on your competitive differentiators.  If there is dissatisfaction, you’ll hear it then.

4. “Would you like 100 or 200?” The assumptive sale died in 1979.  It really did along with Disco and literally, John Wayne.   Don’t you realize that more than half the people you sell to today used to, or currently “sell” in their own jobs today?  You don’t think they recognize an assumptive close?  You don’t think it raises all kinds of tension and slams the door on you?  So sad.  Well at least now you know 31 years later and “I’m not going to have to hit you, kid”.

5. “Would you like to “save money”, “save time” or “save the planet?”  Lords of Light!  This is the most offensive of them all.  Never ask a question in which there is only one right answer or the person sounds like an idiot.  I am shocked how often I hear these types of questions, or worse see them in marketing material or training material.   Of course people care about saving money, time and the darn planet; quit trying to wrap your product around that offensive question.  

6. “May I ask what you are wearing?”  True Story.  His name was David.    It was 1991.  He was a young promising sales rep in the call center.  I was his coach.  We were working on “building rapport”.   I taught young David to ask intelligent questions during the order entry process as a means to build credibility and thusly improve his chances of a cross sell.  Solid stuff.  David was flustered.  I was sitting plugged in next to him listening.  I whispered “..Ask her a question!”  He looked at me wide eyed and clueless.  I whispered louder this time..  “Ask her a question!”  He did.    I wonder how David is doing today.

Till next time,

Grow The Business.

Mark

You Need A Fan Club

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You do.   I kid you not. 

You need a real fan club with people who sing your praises, who will talk about you behind your back and in front of your face.   You need a fan club of people who will write gloriously about you, who will make audio recordings of how much they love you and even on occasion, a video exclaiming how much you mean to them.

Yep.  You gotta have a fan club.  You my friend, need “Groupies”. 

Here’s why.

If you sell stuff like custom printing, financial tools, marketing products or most anything else where your opinion matters, then you need fans.  Why?  Because credibility matters more than ever.  

In this over whelmed, data spewing, low trust environment clients and prospects live in today, your influence, opinion, intelligence and skill will have more to say about a customer buying products in this space than ever before. You need your personal fan club at your fingertips to help you sell yourself. 

You need credibility because when you sell this stuff, you are more important.  Credibility keeps the sale alive and moving.  What you do, what you say, what you know and how you sell is a bigger influencer to the client’s buying decision process here than when you are selling for example,  ink cartridges or packing tape.  

  • Imagine a DVD you leave with a prospect that is just testimonials about you and your work
  • Imagine the link to YouTube you send that has one of your happy customers praising you and your skills.
  • Imagine a customer testimonial reference list complete with phone numbers printed on the back of your business card.

 

 Imagine. 

Get started today building your fan club.    Ask for and collect testimonials.  Collect great examples of the work you have done and package them up.  Get started and build the tools online and offline to advertise you to prospective fans. 

Do it well and you’ll get more customers.   Heck,  if you’re not careful you might get a van full of Groupies following you around where ever you go!

Till next time,

Grow The Business.

Mark

My Great Pumpkin Lesson

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I carved a pumpkin for the first time in my life Sunday.  Truly, I never had before.

My young son was feeling sad that he had not yet carved a pumpkin this year with Halloween being right around the corner and all.   He’d carved pumpkins with his mother before, but he wanted to carve one with me.

I was a little nervous about it.  I know that sounds silly.  My son said, “Daddy, it’s easy, you can do it.”

It is something many or perhaps most other people have done.  I never have.  No real reason I guess;  I grew up in the city and maybe that has played a part but I’m also not an artist and it sure looks like it would take one to make a pumpkin look any good.

“I’ll draw the face on the pumpkin for you, Daddy.”  He said.

I worried about the knives but he said, “Don’t worry, I’ll take the little one and you can use the big one.”

I honestly (and please don’t laugh too loud) never thought to think what was in a pumpkin and how making it hollow or carving it out must be something that is hard to do.  “It’s full of squishy seeds and stuff and we need a bowl to put it in…” he said.  He was right; it wasn’t as solid I thought it would be.

We cut and scooped out the pumpkin.  “You do this section Daddy, you are stronger, scrape it all out.”

And then… Oh…what a face he drew!

I carved and sculpted and shaped the face.  “Careful not to push on the holes while you carve the other holes” he said.  Great advice.

I had so much fun.  I loved it.  It looks really cool and very scary.   “You did a great job Daddy.” He said.   I was all smiles.

Something about carving this pumpkin meant more to me than I expected.

I thought what a great teacher my son is.  He eased my fears and took control when he needed to.  He helped me through all the tough parts and even praised me.  But in the end gave me something so much more wonderful that I did not readily see it.

He was, in the carving of this pumpkin, being the teacher to me that I want to be, for him.

Later that day on the long ride back to his mother’s house, he put his hand in mine and said “Thanks for carving my pumpkin with me Daddy.”

No son, thank you.

Till next time,

Grow the Business.

Mark

Dear Business Owner

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Dear business owner,

It’s sketchy out there.

But you know that.  It’s been like this for a couple of years.  In my job, I get asked for advice about the marketplace and about business and about turning things around.    

Hope it’s OK I’m going to share my advice with all of you now.  The advice is real good I promise.

  • When you own a business today, taking a lot of risks probably feels crazier than ever.  Except that it’s not.  Risk taking right now is what you have to do if you want your business to survive and thrive.  It is riskier right now not to do anything or to just do what you always did.

 

  • When you own a business today, you have to step out.  Be noticed.  Look for new ways, not old ways, to sell your products and to get and keep customers.  The rules have already changed.  The basics you might think you should fall back on: the “tried and true” so to speak, are pretty much the “tried and failed”.  They don’t work anymore.

 

  • When you own a business today, you have to be indispensable to those who pay you. You have to add value and be a difference maker.  There is no “under the radar” anymore or just trying to keep on keeping on.  You must get on the radar.  

 

  • When you own a business today, even the “givens” don’t seem to be as reliable anymore. Sales are off.    Everyone is judging you no matter how long you’ve been at this game in this tough economy.    Seems like the “business” has to be earned all over again and again.  Everyone is watching you and all your touch points need to have a “wow” factor. 

 

  • When you own a business today, it’s clearer that innovation and creativity is going to rule the day.  Getting out there and doing that and actually investing in yourself, changing and updating your image and your brand, that’s going to take some serious work.  You better start now.

 

Of course, even if you don’t own a literal business; you actually do.

That business is you.

You are president and CEO of You Corp and quite frankly, the advice above is as much for you and me the individual, as it is for any traditional business right now.

Have at it. 
Till next time,

 

Grow The Business.

Mark

The Great Sales Training Debacle

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Great sales training feels like a colossal waste of time.

Who needs it?  Why bother?  Everybody knows you won’t do it.     

Think two or three smart steps ahead in managing an account?  Skip it.  It’s what you must do but the vast majority work on it hard in training class, get jazzed about why it’s so important to do and then, well …”It’s a lotta work man to be strategizing all these accounts and it’s bad enough I gotta update all this stuff in saleforce.com, update that pipeline..…”

Practice or maybe even write out different scripts for voicemails or phone calls based on your objectives and your client research?  Yeah right.  It’s essential stuff but after class most people never write or practice another script cuz’ “Hey that takes time and I gotta pound out some calls…”

Quit selling the damn product and start selling you or your company first?  Ha!  Thirty minutes after that truism most sales reps are slamming “limited time” pitches or stupid “How happy are you with your current supplier” questions trying to get the widget in the client’s hands.   I see it all the time; everything’s gotta get sold like within 30 seconds of talking to a customer or prospect.

What the heck is wrong with people?

Lazy is what it is.  The work after a sales training is just too hard I guess.  

You sales leaders aren’t off the hook either; most of you ignore or don’t actively support that you have to see sales behaviors change first before the sales results change.

The good news is all the laziness sure keeps us sales trainers and sales writers busy though.  Busy is good.

**

Offended?  Don’t be.  If you are reading this, chances are good you’re in a group that gets that great sales training means there is more hard work after a sales training class and not less work.    

Bet you know someone though going to sales training who doesn’t realize this.  Help them understand this mess about sales training and maybe your sales quota next month won’t be expected to carry them.

Till next time,

Grow The Business.

Mark

The Beginning Sticks

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The four brothers will be together again next week.  It’s been a while.

One’s flying in from New Zealand, another GreyHounding it from Manhattan and the third, well he’s local just like me.   And though we are all in our 40’s now, we’ll act like a bunch of 9 year olds (as we always do) when we get together at Mom’s house.

Because in the beginning, that’s what we did.  And the beginning really sticks.  Being all roughly two years apart, it was those middle school years, it was then that we truly bonded and for lack of a better word; brothered .

So sure our kids will be in tow and our wives and significant others will share in the fun next week but without doubt the youngest, most hyperactive and colossally immature crew will be the four of us.

We’ll settle into a hilariously silly game that will drive my 77 year old mother crazy (as she doth protest too much yelling “Knock it off!” whilst stifling chuckles).  Foam coasters will Frisbee around the living room chair to chair as we see how long we can play catch without dropping a coaster or worse, getting caught by Mom in the act of throwing them. 

And yes, we’ll try to hold the laughter in like giggling 4th graders every time it flies just out of her sight (or better yet, just behind her head as she walks back and forth from the kitchen).  Couch pillows will tumble, table lamps will teeter and spouses will hang their heads in embarrassment as we four being much older now, risk grave injury diving off that recliner to make the incredible catch to keep the game alive.

Because that’s how we were in the beginning, and getting together so many years later, it’s no use, we are going back- the beginning sticks.

**

You won’t think I’ll go from flying coasters to flying planes but I will.

Sullenberger landed that plane in the Hudson and he called upon all that training, all the experience and all stuff from the very beginning, from his “earliest days” he said, to land that plane the best he could.   He even called it “primacy”, those times in the beginning.  He did later what he knew from earlier, much earlier, because the beginning sticks.

Those flight attendants didn’t call out the emergency announcements they were most recently were trained on at US Air but rather,  they shouted out the ones they learned years and years ago when they first started out with another airline.  They did later what they knew from earlier, much earlier, because the beginning sticks. 

**

You won’t think I’ll go from coasters to cockpits to some counsel but I will. 

The beginning sticks.  It sticks no matter if it’s about something as ordinary as how 4 brothers bonded with their Mother in a living room, or if it’s about the extraordinary first days of training of a pilot and crew.   The beginning sticks and therefore it matters

The beginning sticks is a reminder of how important those first instructions are to help a child hold a bat or how to start that diary or how to deal with the loss of a pet.   The beginning sticks translates to business too and is a reminder of how important your new hire classes are, your on boarding programs are, your mentoring is or those first few initial team meetings or even those early team outings are.

It’s just a plain ol’ reminder about how sticky the beginning is of just about anything important.  

Don’t look past the beginning.  Prepare for it.  Do it right or do it fun.  Or do it both right and fun.  Because how ever you do it, it’ll stick.

Till next time,

Grow The Business.

Mark

Why Your Network Stinks

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Have a lot of followers on Twitter?  Nice.   A gazillion friends on Facebook? Cool.  500+ LinkedIn connections?  I’m happy for you.

Sometimes that don’t mean nothin’ though.

Marlene, one very talented trainer on the West Coast, reminded those of us gathered for workshops last week about the real value of a good network. 

A real network, Marlene taught us, is about how you compliment each other and how you leverage what is different about you.   A real network isn’t about how many of you there are or worse, about how many of you there are that are just like you all connected.

Marlene made us publicly identify the unique skills of our in-room “network” and record them in a literal (and of course, metaphorical) little black book allowing each of us to walk out with a networking gem.

“Use this book” she said “to tap into the help you need when you need it from your network.”

Thanks Marlene.  I think we sometimes forget that

  • A real network aligns you the sales expert with Jimmy the time management guru because one day you’ll both need each other when you finally decide to go chase that dream together.

 

  • A real network aligns you the online marketing savant with Sandy the offline marketing pro when that prospect you share just wants to grow the heck out of her business and yes she’s still got brick and mortar on Main Street. 

 

  • A real network aligns you the call center supervisor with Art the field sales manager when Art needs to beef up his team’s phone skills and you need to start dabbling in feet on the street.

 

Networks need to work.  And while amassing lots of fans who like you (and too often are like you), seems to be the focus for so many of us today, the better approach should be asking how does this connection fill the gaps that each of us have.

Till next time,

Grow The Business.

Mark