The APG3

It’s a pretty simple formula.

Elevator Speech = A+PG+3. Or as I’ll coin it an APG3

An Elevator Speech that leads with a powerful Analogy, offers the removal of some Pain or the addition of some Gain and has Three(3) parts that illustrate how that all happens; is simply the best.

That is if you think the Heath Brothers who wrote the best sellers Switch and Made To Stick, a world renowned writer and speaker Brian Tracey and Apple’s Steve Jobs know exactly what they are talking about. (Hint: they do).

Combine three of these genius’s passions and you’ve got a great recipe for Elevator Speech success.

The Heath brothers in their books, exude the power of the analogy (it brings instant vision, a feeling and an understanding to the listener). Think about the famous Hollywood pitch later made into that blockbuster movie Alien,… “It is just like Jaws but takes place in space.” Steal from them.
Brian Tracey has for years spoken of the power of “pain and/or gain” from a clients perspective. Love Brian. Love this perspective. Steal it.
Steve Jobs lives and loves “3’s” in all his presentations. Watch him on YouTube. He is the master of getting a compelling message out so steal from him.

Combine the three and you’ve got a killer approach to an elevator speech that is short, sounds like a human could say it (instead of the sound when it belongs in a brochure) is customer focused, attention getting and leaves em’ wanting more.

Let’s try one. Let’s say you offer marketing to businesses for a living…

“I’m like a smart GPS for how to grow your business with marketing. I know exactly where to go and make it incredibly fast and easy for a business to get that done right.”

“And there are three things I do really well to make this happen…”

“First, I keep my customers because I do what I say I’ll do; after almost 10 years, I’ve grown to nearly 100 customers that continue to trust me, and trust is a big deal”

“Two, I “get it“, I know how to bring new business into businesses. I’ve created new tools and training that frankly impress the heck out of clients when they see it.

“Lastly, I obsess over the service and help after the campaigns. I know what business needs when it comes to marketing and it isn’t this “one and done” type stuff. Most of my time and development goes into ensuring there is continuous sales improvement.”

“So let’s dig a deeper and let me show you a couple of the tools that impress retailers in particular OK?“…

So that’s a start. Tenses can easily change to “we”. Analogies can be changed to different better/ more interesting. Pain/ Gain can change dependent on what your focus is and the 3 things done exceedingly well are all fair game.

My example set aside, these pieces rightly so must be crafted and crafted well. A very worthy effort for you or any sales groups to be focused on. A good Elevator Speech makes for darn good voicemail, blog About page, email or Facebook post as well.

So that you can play this game at home; Here is the APG3 in summary;

Analogy: Be impressive and memorable with this.
Pain and/or Gain: not for you, for the prospect!
Three(3): pick the best, leave em’ wanting more!

Till next time,

Grow The Business,

Mark

What Gets Your Attention?

Everyone’s a little smarter now about sales I suspect.

In the old days it used to be all about pounding out phone calls, or having a killer discount or overcoming tough objections. But we know especially now, what the real challenge is;

It’s about getting attention. It’s about standing out a wee bit against a worldwide online bevy of competition. It’s about getting that customer to even notice you’ve changed or have something that might help them. It’s about grabbing “eye time” with an email or a first page Google ranking or getting one real minute (or maybe two if you are lucky), of a prospect’s face time or phone time.

That’s the real challenge. It’s not the “selling” that’s tough once you get attention necessarily; it’s getting the attention (however brief) that you need to even start the sales process.

So how do you do it? How do you grab attention?

You don’t have to go far or deep to figure that out. Look around; your attention is piqued all day.

You looked at that hot pastrami sandwich and fries for lunch because yes, you saw the line of people and everyone else was getting it.
You noticed the safety poster outside the restroom because it had changed.
You made a mental note to dig up that old sales training because you saw someone just like you, using it successfully.
You listened and moved closer to that group talking because they were laughing and having a good time.
You scribbled a note about getting that book on personal finance cuz heck, the guest on the radio was an expert.

So attention getting isn’t so much about features and benefits and special offers. It’s talking about, structuring and extending your sales and marketing approaches around simple things that get your attention every day.

Till next time,

Grow The Business.

Mark

4 New Words for 2011

I heard yesterday that the word “App” was voted as the “Word of the Year” in 2010. Makes sense. It’s a nice word. Not a new word (it’s short for “application”), but it gets the job done.

Ho Hum.

If you’re going to have a Word of the Year you’d think it should be at least new. What’s going to win next year, “ping?” or “tablet?” Please. And I’m thinking we could really use some new words round here. New words are important when the world just keeps on changing.

Here are 4. We need these. They are in alphabetical order (for my friends at the Oxford English Dictionary), have phonetic spellings (for my linguistic phonology friends) and have a bit about what they mean for the rest of us.

Authorical ( aw-thor-i-cal): This is what you want to be. Way better for sales people and marketers than just being an expert or an “authority” yet has the cool factor of being “historical” too. When you are so credible for so long as a person (or a business) that people lean forward pen in hand, ready to write down your every wisdom or advice; you are Authorical. Given the wild untrusting marketplace today that’s a great way to be.

Cryoritize (cry-or-ri-tize): “Prioritize” the word, has become weak. Today “Prioritize” unfortunately has come to mean more about “What you should do first” rather than what you should do instead of something else. Lists get reshuffled but rarely get shorter. What we need is to cryoritize. It takes courage to cryoritize; people can get upset and people might even cry as their project, their idea, or their need gets cut. But business is tough. And it’s tougher when you only prioritize.

ICrutch: (eye-cruch) It is a terrible affliction. It’s when one uses the Smartphone, the blackberry or the IPad to keep those eyes low and thus avoid talking to someone and stay tuned out. It’s when one posts a blog instead of having a needed meeting. It’s weak and it’s selfish. It’s when someone Texts when they should have picked up the phone or looked you in the eye. Sufferers of ICrutch here see technology as a way to collapse their scary world instead of confidently expanding it.

Intervaluepropositionalistically ( in-ter-val-you-propp-pohs-zish-shon-nal-liss-tick-al-lee ) Ah yes, finally a word that reflects when you are speaking about a product or service’s complete set of value propositions! You can use the word in just about any ol’ meeting using phrases like “Intervaluepropositionalistically speaking, I’d say we have a real advantage here!” or “What a game changer, intervaluepropositionalistically speaking that is!” AND the best part is, it gives the current longest word in common use (i.e. non-medical) “interdenominationalistically” (meaning across all faiths) a beat down as our new word is 32 letters long versus a measly 28!

Here’s to hoping these words help you in a changing world and here’s to rooting for one of these guys to win Word of the Year in 2011. Love it when a Rookie wins.

Till next time,

Grow The Business.

Mark

3 To Listen For In 2011

Yep. Listen closely Sellers. They’re gonna happen.

Best be ready.

1) Clickety clack clickety clack. “What’s your name again?” you are asked by the prospect and then you hear the sound repeated: clickety clack, clickety clack. Yep, she’s typing away and Googling you Mr. Sales Rep checking to see if you are worthy to meet with or even just to listen to anymore. You best have a very compelling web presence.

2) “When can we see each other?” It won’t be those 20 lbs you lose creating your sudden irresistibility or even your liberal spraying of Axe that will make this phrase be heard in 2011 but rather, your clients will really just want to see you before they move forward. What do you look like Ms. Account Manager? Do you have a professional YouTube video I can see? Can we Skype our next meeting? Where can I see your face; on LinkedIn?, Twitter?, Facebook? Ironically (yet fittingly), faces will mean more than ever in this increasingly digital but less trusting world.

3) Sploouurgshhthwwppt! Yes, you guessed it! That is the sound of a self inflicted needle plunging into the eye of your customer. Gross yes, but it is often metaphorically a choice people make versus listening or considering us and we just can’t hear it over the sound of the customer sigh. The stakes are higher now with each and every client impression. Information is free. Reviews about you or your company are free. Products & advice are often free so when we interrupt a customer via marketing or sales in 2011 we had better bring our A game. . When you waste client’s time by not bringing value in every contact you just might hear that sound as that crazy busy customer yearns to suffer a different pain.

Till next time,

Grow The Business.

Mark

A Wii Bit of Advice

It was a blast. It was nerve wracking. It was mentally exhausting.

And there was a lesson to be learned.

Strike One. Strike Two. Strike Three.

No baseball here, those strikes came in the first three frames of Nintendo’s Wii Bowling. Cool.

Bowling alone on the Wii gaming system in my basement “Man Room” Saturday, little did I know it would be a night for the history books in the ol’ McCarthy homestead.

Strike Four. Strike Five.

Five strikes in a row. Don’t think I’ve done that before. If I did, it was never in the first 5 frames out of the gate, that’s for sure. I’m not going to lie to you and say that I don’t ever bowl with the Wii;- I have. Not that much though, and not for months now.

Strike Six. Gulp.

I’m feeling pretty good right now. I know exactly what I am doing. I am holding the controller in a special way with my hand held high but slightly cocked to the left. I know that on my backswing, my hand is brushing within an inch or two of the Christmas tree because I hear the jingle of the ornaments from the breeze my arm swing makes. I’m taking a perfect and consistent half step forward toward the TV and with a jagged sharp twist of my wrist just at the right time – I am giving the ball a wicked left hook right into the pocket.

Strike Seven. Strike Eight.

Holy Jimoly. Gulp. Gulp.

Strike Nine.

I am standing, just staring at the screen; looking at the 9 strikes in a row. Wow. I admit I am perspiring a little as I realize I am on a course with destiny. Am I going to bowl a perfect game? A perfect 300 game? There are websites dedicated to bowling the perfect 300 game in a Wii. It is not at all easy to do. Is it possible for me to get 12 strikes in a row?

Deep breath…..hold controller up high, angle to the left……press the “B” button…….

WAIT ! I yell to myself silently….. This is no good………. I am alone.

What good is bowling a perfect game without a witness? What good is playing golf by yourself and getting a hole in one if nobody sees it but you? What good is making the half court behind the Subaru, off the garage “nothing but net” basketball shot if you don’t have someone there to see you do it?

“Boys! Boys!” I yelled upstairs. “Come downstairs, you have to see this!”

Both came running. I showed them what was happening; The 9 strikes in a row; The perfect game in progress. I knew I was taking a big risk bringing attention to myself. My timing will certainly be off now. But at least I have witnesses. Maybe I can do this and these two 13 year olds will see electronic bowling history made before their eyes.

Strike Ten.

Would you believe it? I was more shocked than anyone. I did not lose my touch. I had the special grip, the swing back, the breeze, the stride, the twist and of course; the 10^th strike.

Two more to go. I smiled; nodding my head while simultaneously showing the boys my special grip on the controller. I then pressed the B button and swung my arm back……

Into the Christmas Tree……..aaahhhhggghhh…………and only…. nine pins fall down……

I picked up the spare and ended with a 289.

Crushed though I was having missed the perfect game of 300, it was the best I’ve ever done and I think it might have been worse if I had rolled a 300 and there was no one there to see it.

So what’s the lesson learned by this story? It’s simple. Everyone’s big event is better with someone special there to see.

When the anniversary date comes for your 10 year employee, be there when the gift and the certificate are presented; it makes a difference in the experience. The “drive by” a week later acknowledging the date just isn’t the same.

When the results come in on the sales contest on the 3^rd business day of every month; don’t post the winner on the wall or email the results to all. Stand by the winner’s desk, wait for her to arrive and share the news aloud for all to hear. She’ll remember that feeling and that moment far better than the memory of opening a congratulatory email message.

When the promotion is approved, the new program launches, the degree is acquired, the first presentation is given and other big moments in a person’s work life happen perfect or not, having witnesses first hand makes it all that much better.

Till next time,

Grow The Business.

Mark

I Sent My Wife Roses For No Reason. What Did You Do?

Yesterday, I sent a dozen red roses (in a beautiful vase I might add) to my wife at her place of work.

I sent them just because I love her; no other reason.

In fact, the card read….“Just because I Love You.”

Upon receiving such a thoughtful delivery and reading the attached note, my lovely wife apparently teared up in front of all her co-workers, which of course made said co-workers tear up, and they in turn even got visitors to tear up. Love all around and tissues for everyone.

Ahem. 🙂

I know. All you guys are looking real bad right now.

Some other guys are looking bad right now too but they don’t even know it. They will of course when they get home and see this blog post taped to the fridge like a sentry guarding the bottles of beer that lie within.

Fun.

But my friends, I’ll take the heat because here’s my point; you can’t be boring or predictable, you gotta keep it fresh. You gotta surprise.

Are you the sales rep that sent the Thanksgiving card out to the client to say thank you for their business? Probably not, but some other partner/ supplier somewhere else, probably did. You go ahead and send out just one card like everyone else.
Are you the sales leader who suddenly sat down and called out on behalf of your sales person to set up 5 appointments just for her, so she had a chance to knock em’ dead with her presentation? Probably not, but some other sales leader, somewhere else, probably did. You go ahead and keep coaching her on her presentation.
Are you the sales rep who called looking to hit voicemail (cause you knew if you got your customer live for this, it would be interrupting) and left a message about the link you sent to help them deal with a problem totally unrelated to what you sell? Probably not, but some other sales rep, somewhere else, probably did. You go ahead and call only when you are looking to hit your quota.

You love your significant other. You love your customers. Keep it fresh. Surprise the hell out of em’ now and then. You know it’s good. And yeah, you beat back the dreaded “boring” and the competition every time.

Till next time,

Grow The Business.

Mark

What’s Easy

I write a lot about easy. But this one’s a little different.

I write often about how important it is to small business customers and prospects that your products are easy, that your website is easy, that your billing is easy, that your ordering is easy, or that your customer service is easy. Basically easy is what small business needs.

Here’s the rub though. What’s easy for small business isn’t necessarily easy for you.

What’s easy for small business is:

To Keep Who They Got: Dislodging a vendor in a small business is not easy. Last I checked SB’s don’t have a team of sales or process strategists charged with looking at the value of bringing something or somebody in brand new. Nope it’s more like, “I’ve been with them forever”, or “I know his family”, or “It’s too much work to change mid year”, or “This thing is like 1/100^th of my budget why do I care?” etc. etc. You have got to make it easier to switch.

To Blow You Off: Heck, they themselves are or were, sales reps or account managers in one way or another for their own business-most of em’ anyway. And they have staff trained to get rid of sales reps and marketers like you and some personally make it an art to avoid everybody but customers, family, their accountant or their banker. It’s not that they don’t think you have a good product, it’s just that there’s no darn time to spare. You have got to make it easier to see why just a little time with you might be valuable.

To Not Believe You: The Small Business owner who has that type A personality, and is the wearer of all hats, and with the ego through the roof and the work ethic like nobody else;– Is she going to flat out just believe you when you say you can help grow her business? Heck no. You have to make it easier for her to trust you.

I usually end all my posts with real applications, real ways to get it done. I usually give you a few things you can just run with right now and tackle the problem and grow the business.

That would be too easy.

And there’s a better way. Though this blog is only 6 months old, type in the search box the word “easy” (10 posts) or “value” (13 posts) or “credibility” (7 posts) or any darn word you think might be make sense. Therein is a lot more help to make it easier for you and your customers.

Till next time,

Grow The Business.

Mark

Chairvolution!

It’s the easiest and most effective “how to sell” prop in the world.

The simple chair.

When I get a chance to speak to sales folks, I’ll occasionally launch into using a real chair that happens to be lying around to help folks learn how to sell. Every time I do it; I see heads nod in enlightenment and jaws literally slacken as many salespeople have “aha” moments.

It resonates so well that I typically walk away from these little talks saying to myself “Geez, I’ve got to do that chair thing every time!” But then, as I am apt to do; I forget to do it the next time. Not any more, I am committed to embracing the chair!

So with apologies to the office furniture and chair sales folks out there, I must explain that the ubiquitous chair is the perfect prop to represent your “product” or whatever it is you are selling or marketing. It is precisely because the “chair” is so common and so “everywhere” that it works. It works because it allows you the teacher, speaker or trainer to easily put emphasis on more than just the product and focus on the positioning, credibility and solutions your product or service really needs to get sold.

The chair is big. Really big. You could spend a whole day preaching and teaching a lot more than just the 6 lessons below but heck, it’s a start.

Welcome to my Chairvolution. Please steal shamelessly.

6 Easy Chair Selling Lessons

Start by saying “I am going to sell you a chair” and then follow the guide below as you teach and preach.

Lesson 1: Put the chair behind your back and ask (as if you are the sales rep) “What kind of chair would you like?” This is a great first lesson because it is about what not to do. In this harried, crazy, no time and no trust world of buyers we live in; the age old “Tell me what you dream” is really just about dead. Open ended, out of the blue questions more often stop sales processes, not start them. You’ve got to lead folks or give them a comparative reference. Psychology notes that comparison is less brainwork than creation. Discuss.

Lesson 2: Bring the chair back from behind your back and say “This is our most popular selling chair” Pause, then ask the group – “How many of you just ever so slightly had their interest piqued?” Here is a great 2^nd lesson in the value of popularity. Popularity is so important that the next 2 lessons using this chair go even deeper there. There’s a reason Amazon built that algorithm!

Lesson 3: Continue holding onto the chair and say “This chair is the most requested one by the folks at your company”. Pause and ask “What’s different in this lesson?” What’s different is that Popularity positioning you shared in Lesson 2 has been turned around and is now positioned with something more valuable to the client. That is that prospects “like them” ( i.e. those people that work in this company) love this chair. No doubt the interest of the group is piqued about the darn chair. Discuss.

[Here is a good place to remind the group that we have yet to talk about the features and specs of the chair as a means to sell it, and oh by the way…in all of these lessons today-we won’t!]

Lesson 4; “Everyone in your department on the first floor has this chair” Here it’s getting obvious that the closer you get to the truth about popularity of product by customer and prospect type, the better. Study after study shows that most people need to and love to do what other people just like them do and make similar choices. Yep, like the Amazon pop-ups and the Net-flix pop ups; you get it.

Lesson 5: Switching gears, look longingly at the chair and say “This chair will make your back feel better” or “This chair will get that capital expenditure under control” or “This chair will give your employees that “Google” office feel they want”. The point here is that you are showing just how much work needs to be done before you talk about the darn chair to prospects. What problem it solves, what pain it eases, what yearning it fills. Have fun with this part as nary a mention of price, height or color is in sight.

Lesson 6: Take the chair and roll it up next to one of the participants in the room and say “Your mother suggested I talk to you about this chair”. Have a good laugh at those who say “I don’t like my Mom” but the point is this – The best selling approach ever is a credible referral from someone the prospect trusts or even better; loves. Sales people should work hard to secure referrals and references. Frankly with those in hand, there is no real selling involved, it’s already done.

Don’t couch this one folks. Unseat all those beliefs that selling is about price and options. Lay it all on the table in a different way this time and use that chair! I promise it will open a brand new door to how salespeople think about sales.

Till next time,

Grow The Business.

Mark

5 Oddly Wonderful Things to Say to Customers

They are only “odd” because folks don’t say them too often. And they are “wonderful” because well……just read on, and I’ll tell you.

“I just came out of a Training class on….” We rarely say this yet many of us attend training regularly in the classroom or online. We think it is a sign of weakness that we had or went to…um.. a training. Our clients want to know that you are getting training because heck, maybe you are getting smarter about them. And even if you didn’t go to a recent training, our clients want to know that you read that book on small business marketing trends or that other one on customer loyalty. Smart sells. Wicked Smart sells even better. You have to share it.

“I Love You…” Ah yes, warm and fuzzy for sure but I say, why not? Why not say “I love you” but tie it to a good reason? “John, this is such a pleasure. I love to talk to 5 year plus customers because you know the marketplace and you know us….” Or “I love to talk with customers who take the time to give us feedback, I know how busy you are …”. Love is a word customers don’t expect to hear, at least from a partner or supplier. And unexpected love is a very cool thing.

“Guess which one is the most popular these days?” If you want to improve your chances of a client or prospect listening well or listening longer to your presentation (or even a conversation), you should embed survey-like questions early into the experience like “What % of retailers do you think would say “keeping returning business is more important than getting new business?”” or “Which do you think most retailers prefer, this or this?” You make the call on the question but do two things; draw out the answer so you insert your value proposition, and then if you don’t believe me that this works, read the bestseller Made To Stick (Heath Bros) and take a look at the evidence supplied on page 89. Folks will pay attention longer to see if they are right or just to know what the right answer is. Find a way to conversationally add this to your client facing meetings and contacts and more sales will ensue.

“You can trust our business with your business…” This is obviously a B2B thing but 10 years ago I pitched this phrase as something we could and should close phone calls with or have on business cards or ( and these were really new then): emails! etc. etc. I have never forgotten it and always wanted to make it part of our customer experience but we haven’t done it just yet. Now I have proof that this would work – Have a look at this Roger Dooley article at his Neuroscience Marketing blog and learn about the real evidence supporting in “10 Words That Build Trust”! Then, tell me why you wouldn’t want to say “And as always, you can trust our business with your business, have a great day!”

“Here’s what I want you to do..”. It’s a rare day that we sales and marketing folks send out samples or emails or catalogues or brochures or links and ask any customer/ prospect to do anything. The most we often eek out is “Have a look and if you have any questions let me know” or “I’ll give you a call next week and you can let me know what you think.” Ugh. Be specific and give instruction. “Have a look at page 3 and circle your two favorites” or “Watch the video and jot down two things that you want more information on as that will be my first question to you when we talk next week”. People like to help people. People like (most of the time) to have clear direction. Psychologically, people will more likely keep that next meeting when there was something of detail they were supposed to do vs. just another scheduled contact.

There, oddly wonderful aren’t they? Let’s make them a little less odd shall we?

Till next time,

Grow The Business.

Mark

Some Rules Are Better Left Unread

The bullet whistled right by my head, missing me by less than an inch.

I had just one bullet left in my magazine, yet this piece I was holding could actually carry 12. I decided I needed more. I decided I needed to launch another barrage of gunfire to bring him down. I reached slowly behind me to load some bullets that had fallen out of my pocket, not knowing for sure if he could see me or not.

I heard it coming, the second one. Then I felt it explode into the back of my head.

Less than an hour after Church this last Sunday, I am dead.

It’s a headshot you see. It’s how it works. He wins. Those are the rules.

Well not really. In fact, the rules written are quite the opposite of what we actually do when we break out the powerful Nerf gun blasters and conduct Living Room Warfare.

What, you say? Doesn’t the box clearly state… don’t aim at other people’s faces with Nerf gun dart blasters? Please. No self respecting father with a 13 year old son would follow a rule like that. What’s the fun in that?

Aside from the only rule I insist on which is that we both wear eye protection (only to avoid an afternoon in the ER), we believe Nerf guns were made for headshots. We believe that Nerf guns were made for face shots and especially ear shots (which hurt nasty). So skip the flimsy targets that come in the box and the goofy Velcro vests; you are going down with (hopefully) a foam bullet shot right to the middle of your forehead.

Here’s the real point. And it’s a good one because I fancy myself most of the time to be a rule follower (in fact, my family frequently quotes me sarcastically “ ..Without rules, there’s chaos…”.)

Sometimes, rules are better left unread.

Sometimes rules not followed make it more fun, or more memorable or more special or more helpful or just…more better. So be it lack of following all the rules for Living Room Warfare or for the Rules of Work, it does not matter;

Here are 3 other rules that are often better left unread.

Get to work on time. Sure, it’s part of a manual, HR handout or your own sense of when to start your day, but you are in sales. Unless you are staffing a phone with incoming calls you need to think that this is a rule to be abandoned. You can’t get a hold of owners, CEO’s or entrepreneurs at “normal hours”. Gotta mix it up and call later or earlier or even on Saturday. And by the way, you will differentiate yourself from the competition in a very good way if you do it right.

Social Network on Your Own Time. If one thinks a professional LinkedIn page, Twitter account or Facebook page is something not considered work relevant; one would be mistaken. It is called Reputation Management and if you are a Sales person you need to have a Glowing Web Reputation to manage. Take the time to build and be credible in the social internet spheres. Your customers and prospects will be searching and be looking for you, who you hang out with and what you say. “Professional” is the key here folks and in your sales space where trust is low, reputation must be high.

Employees Are Required To Take Vacation; No you aren’t. There’s nothing that says you can’t stop showing up at work 2 weeks a year yet be waist deep in learning new or better skills to do your job. Wouldn’t be a waste to read 7 Jeffrey Gitomer books or every Seth Godin Book or a Jill Konrath Book or an Art Szobcek book; all of which would help you not in just work ……but in life. If you ain’t learning, you are dying.

Till next time,

Grow The Business.

Mark

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