tag:blogger.com,1999:blog-51187709436530735642024-03-28T20:29:08.887-07:00Insight for MarketingMarketing and business development advice for professional services firms and individuals marketing professional services.Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.comBlogger80125tag:blogger.com,1999:blog-5118770943653073564.post-66611968446933069172022-02-28T11:24:00.000-08:002022-02-28T11:25:54.203-08:00Conversations: Perfecting the Lost Art<p> <span style="font-family: Calibri;">Selling professional services</span><span style="font-family: Calibri;"> </span><span style="font-family: Calibri; mso-spacerun: yes;"> </span><span style="font-family: Calibri;">has been defined as a combination of art and science, with communications being the key element. How many times have you planned the perfect client meeting only to leave the meeting without the sale or client commitment to move forward?</span><span style="font-family: Calibri; mso-spacerun: yes;"> </span><span style="font-family: Calibri;">Communication might be getting in your way. </span></p><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: Calibri;">One of our biggest problems is not taking into account the communication “noise”.<span style="mso-spacerun: yes;"> </span>You might not have the undivided attention of your client. I am not talking about telephone interruptions or knocks on the door.<span style="mso-spacerun: yes;"> </span>I am talking about what is going on in the client’s mind while you are trying to have a conversation.<span style="mso-spacerun: yes;"> </span>In my <strong>“Overcoming Communications Barriers”</strong> seminar, I have a slide showing a client at his desk with cartoon balloons above his head showing what is on his mind. He is thinking about dinner with his wife, his son’s soccer game, the MLB baseball results, his car needing an oil change, etc.<span style="mso-spacerun: yes;"> And, y</span>ou thought you were the most important thing he would be thinking about today.</span></div><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: Calibri;">When I first got into this business a sales trainer told me the key to selling is getting the client more interested in buying than you are in selling.<span style="mso-spacerun: yes;"> </span>This means make your conversation less about your company and more about the client.<span style="mso-spacerun: yes;"> </span>Don’t confuse this with leaving out the key reasons why the client needs your services. Since there isn’t a magic phrase that will make a client want to buy from us, we need to look at how a conversation can take us to the place where the client <b>must</b> buy from us.<span style="mso-spacerun: yes;"> </span>If you start with a problem he is dealing with at the beginning of the conversation, it is easy to get the client to set aside other things on his mind and focus on you.<span style="mso-spacerun: yes;"> </span>This is the art of selling.</span></div><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: Calibri;">Understanding how to lead a conversation will put you on the path to gaining information that is critical for your success in selling the client your services.<span style="mso-spacerun: yes;"> </span>Asking the right questions is the first step.<span style="mso-spacerun: yes;"> </span>Everyone working in business development or marketing in the professional services industry and all other industries for that matter knows you need to ask open ended questions. Yes and no answers are not the way to build a conversation.<span style="mso-spacerun: yes;"> </span>Here is an example (How to find a client problem):<br />“Did you know there are five critical areas of expertise needed to design (fill in the blank with the client’s project)?<span style="mso-spacerun: yes;"> </span>Conversations are built on body language. Wait and see the client’s reaction to your question.<span style="mso-spacerun: yes;"> </span>Use the client’s answer and non-verbal cues to build the case for your firm.<span style="mso-spacerun: yes;"> </span>The conversation might continue with the client saying, “Your expertise is great, but my problem is (blank).<span style="mso-spacerun: yes;"> </span>Now the client is helping you build the conversation. You just learned a pain point you didn’t know before the meeting. When you answer, you will have the client’s full attention.</span></div><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: Calibri;">Your answer is simply, “Have you ever visited X.<span style="mso-spacerun: yes;"> </span>The client for this project had the same problem you just mentioned and was initially concerned about using our firm.<span style="mso-spacerun: yes;"> </span>We were selected not only because our team had experience with the large design issues, but because we had innovators who took care of the small issues that can slow down a major project.<span style="mso-spacerun: yes;"> </span>We built trust by assuring the client that when you have a problem that no one has ever dealt with, you want us on the team to create a solution. The project has received many awards since its completion”</span></div><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: Calibri;">Your statement will generate a number of questions.<span style="mso-spacerun: yes;"> </span>It might reveal a competitor who is wired into the project.<span style="mso-spacerun: yes;"> </span>It might reveal the client’s problem is not what he just stated, but something different.<span style="mso-spacerun: yes;"> </span>The answer will allow you to continue the conversation.<span style="mso-spacerun: yes;"> </span>You might follow up with, “I understand how the problem you mentioned could impact the project, but is the project a current priority? Has it been funded? When do you plan to start? Do you have other people on your team working on the problem now or will you leave the solution to the design team?”<span style="mso-spacerun: yes;"> </span>All of these questions continue the conversation and allow you to gather more information.<span style="mso-spacerun: yes;"> </span></span></div>Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-74920952204421072132021-12-15T08:46:00.000-08:002021-12-15T08:48:19.551-08:00Overcoming Communication Barriers to Increase Sales<p> <span style="font-family: calibri;">Only the fear of death is ranked higher than the fear of public speaking on the list of what people fear the</span><span style="font-family: calibri;"> </span><span style="font-family: calibri;">most.</span><span style="font-family: calibri; mso-spacerun: yes;"> </span><span style="font-family: calibri;">It is no different for professionals in our industry.</span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: "calibri";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8w4QjNHBvoBjlfPfqX1EhYAXbIFmBwsUlZrEHesz1Z7VpL34VympOoyyoLcZSMeRG1ee4QQ6UK8qKxN7xVQMCAWqBAdsy7qCc30nUF3Mwdos3awPeqKtWpegMzg59PCv8QGX6cem_z08/s1600/Woman+Fear.JPG" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="192" data-original-width="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8w4QjNHBvoBjlfPfqX1EhYAXbIFmBwsUlZrEHesz1Z7VpL34VympOoyyoLcZSMeRG1ee4QQ6UK8qKxN7xVQMCAWqBAdsy7qCc30nUF3Mwdos3awPeqKtWpegMzg59PCv8QGX6cem_z08/s1600/Woman+Fear.JPG" /></a></span></div><span style="font-family: "calibri";">I have developed a Communications Skills program for industry professionals and written about use of jargon and communication pitfalls to avoid in previous articles.<span style="mso-spacerun: yes;"> </span>However, before we get into completing 2022 goal plans , I thought it would be helpful to continue the dialogue on communications skills.<span style="mso-spacerun: yes;"> </span></span><br /><span style="font-family: "calibri";"><span style="mso-spacerun: yes;"></span></span><br /><b>Why are face-to-face communications skills important?</b><br /><br /><span style="font-family: "calibri";">Remember, there is no emotion, body language, tone or facial expression in a written communication.<span style="mso-spacerun: yes;"> Has someone ever read one of your emails and didn't recognize your intent? Without tone or emotion, an email can be a cold form of communication.</span></span><br /><div class="separator" style="clear: both; text-align: center;"></div><span style="font-family: "calibri";">Social networking is really about the written word and many in the industry have come to rely on this for their primary communication links.<span style="mso-spacerun: yes;"> </span>Even communication on the telephone lacks many of the tools you use in face-to-face meetings.<span style="mso-spacerun: yes;"> </span>Firms that use Hangout, Skype, Microsoft Lync or Go To Meeting bridge many of the communication barriers but are in no way equal to a face-to-face encounter.<span style="mso-spacerun: yes;"> </span>The fear factor is higher when we are asked to present to a group or even an individual.<span style="mso-spacerun: yes;"> Whether you are just starting out in the business development arena or a seasoned professional who could benefit from improved client communications, this article is for you.</span></span><br /><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: "calibri";">Today, I want to review the three skills that are essential for building trusting relationships with clients.<span style="mso-spacerun: yes;"> </span></span></div><span style="font-family: "calibri";"><strong>The first skill is your voice</strong>.<span style="mso-spacerun: yes;"> </span>I had an economics professor in college who made a boring class absolutely intolerable because of the tone of his voice.<span style="mso-spacerun: yes;"> </span>He had a monotone cadence and would cough or clear his throat after every other sentence.<span style="mso-spacerun: yes;"> </span>The pitch of some voices brings the same reaction as scratching on a chalk board.<span style="mso-spacerun: yes;"> </span>If this is you, you need to practice voice control.<span style="mso-spacerun: yes;"> </span>You could find a voice coach or simply contact your local Toastmaster club for assistance.<span style="mso-spacerun: yes;"> Improve your voice and you will see immediate results in client reaction to your presentations.</span></span><br /><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: "calibri";">Are you an introvert, shy or quiet person?<span style="mso-spacerun: yes;"> </span>None of these qualifies you to be a poor speaker.<span style="mso-spacerun: yes;"> </span>You just need to expand your comfort zone.<span style="mso-spacerun: yes;"> </span>Speaking with a client requires a clear and strong voice.<span style="mso-spacerun: yes;"> </span>This is not to be confused with shouting.<span style="mso-spacerun: yes;"> </span>Listen to great speakers and learn how they project their words.<span style="mso-spacerun: yes;"> </span>A simple search of YouTube will get you on the right track. </span></div><span style="font-family: "calibri";"><strong>Confidence is the second skill you must master</strong>.<span style="mso-spacerun: yes;"> </span></span><br /><div class="separator" style="clear: both; text-align: center;"><span style="font-family: "calibri";"><span style="mso-spacerun: yes;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSI_HFZEr5Jc7QDSnz2lrdDPAp5Gx0L-x6mBWsukzjNSZqRSRRVafI4Qqogb4i3Ixpof9anSDfOnob49WCUXJo0FURcgv_BmZZE3scmCH_FoAl92H2HrHZiGdPFo7ot3769kKVkSC6Bz8/s1600/Computer+Data+Photo.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1004" data-original-width="1050" height="305" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSI_HFZEr5Jc7QDSnz2lrdDPAp5Gx0L-x6mBWsukzjNSZqRSRRVafI4Qqogb4i3Ixpof9anSDfOnob49WCUXJo0FURcgv_BmZZE3scmCH_FoAl92H2HrHZiGdPFo7ot3769kKVkSC6Bz8/s320/Computer+Data+Photo.jpg" width="320" /></a></span></span></div><span style="font-family: "calibri";"><span style="mso-spacerun: yes;"></span>Why would your client give you a million dollar deal, if she doesn’t believe what you are telling her?<span style="mso-spacerun: yes;"> </span>Are you afraid to look the client in the eyes when you are making your presentation?<span style="mso-spacerun: yes;"> </span>The client is more likely to give you careful attention when you make it a point to make eye contact first.<span style="mso-spacerun: yes;"> </span>However, you don’t want to get into a staring contest.<span style="mso-spacerun: yes;"> </span>Look down to take a note or remove something from your briefcase.<span style="mso-spacerun: yes;"> </span>This makes it easier for the client to pay attention to you because she has had a chance to check you out without having to do so while listening to you. <span style="mso-spacerun: yes;"> </span>Are you excited about what your firm has to offer, or<span style="mso-spacerun: yes;"> d</span>oes your facial expression remind the client of someone who has just gotten out of bed?<span style="mso-spacerun: yes;"> </span></span><br /><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: "calibri";">Confidence in what you are presenting will make the client more interested in selecting your firm than you are in selling it.<span style="mso-spacerun: yes;"> </span>Understanding the nuances of the client’s business, the industry, and market is the beginning of your homework.<span style="mso-spacerun: yes;"> </span>How he thinks and reacts to pressure points is probably the hardest area to quantify.<span style="mso-spacerun: yes;"> </span>However, when you have done all of the required homework, your confidence will soar.<span style="mso-spacerun: yes;"> </span>Remember what legendary basketball coach Bob Knight has to say about preparation, “The key is not the "will to win" . . . everybody has that. It is the will to prepare to win that is important.”</span></div><span style="font-family: "calibri";">Remember, you client likes you or you wouldn’t have been given the opportunity to stand in front of him or her to make the presentation.<span style="mso-spacerun: yes;"> </span>The same is true when you have been asked to make a presentation in front of a group.</span><br /><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: "calibri";">Finally, you don’t want your <strong>body language</strong> to betray you or sabotage your message. Experts tell us body language accounts for between 55% and 65% of our communication. </span><br /><span style="font-family: "calibri";"><span style="mso-spacerun: yes;"><b> </b></span><b>Just what is body language?</b></span><br /><span style="font-family: "calibri";"><br /></span><span style="font-family: "calibri";">It is carriage, facial expressions, and gestures. All go into establishing your presence and making a connection with the audience. Gestures can be made with your hands, arms, shoulder, torso, legs, feet or a combination of these but hand gestures are probably the most common. What does the client think of your message when you present it with your arms crossed against your chest?<span style="mso-spacerun: yes;"> </span>If you are confident, why are you slouching and not standing tall?<span style="mso-spacerun: yes;"> Many speakers worry about their hands and keep them in their pockets. However, a</span>ppropriate use of your hands can result in a marked increase in the understanding and retention of your message. Correctly used, hand gestures can help you say more in less time, show what you mean without having to resort to visuals, signal your conviction and confidence and add texture and dimension to your material and ideas.</span></div><span style="font-family: "calibri";">This might seem simplistic but don’t forget to smile.<span style="mso-spacerun: yes;"> </span>In fact, you should practice pleasant expressions in front of a mirror.<span style="mso-spacerun: yes;"> </span>Try it until you see one you like and then hold it for 15 seconds and repeat it.<span style="mso-spacerun: yes;"> </span>Remind yourself of this expression as you go about your daily business until it becomes a memory.<span style="mso-spacerun: yes;"> </span>The conditions that surround you during a client presentation or speech in front of a large group can be uncertain and frightening.<span style="mso-spacerun: yes;"> </span>But, this memory will keep your expression pleasant and positive.</span><br /><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: "calibri";">Whether you are presenting to one person or a hundred, you still have to deal with nerves.<span style="mso-spacerun: yes;"> </span>Everyone gets nervous before a major presentation.<span style="mso-spacerun: yes;"> </span>My simple advice: Take a breath!</span></div><span style="font-family: "calibri";">I went with my wife to a Lamaze class when we were expecting our first child.<span style="mso-spacerun: yes;"> </span>I still remember the breathing exercises that were intended to calm the mother during childbirth.<span style="mso-spacerun: yes;"> </span>Similar breathing exercises are used by public speakers because they release fear, lower stress levels and <span style="mso-spacerun: yes;"> </span>enhance their speaking voice.</span><br /><br /><span style="font-family: calibri;">Incorporating these tips into your client presentations or speeches in front of groups will help you be more effective and enable your message to be understood clearly. The bottom line to clear client communications is the bottom line. </span><br style="font-family: calibri;" />Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-30045855413787122162020-11-16T12:13:00.000-08:002020-11-16T12:13:16.106-08:00How Your Firm Can Thrive in the Season of Covid<p> <span style="font-family: calibri;">This is the time of year we start thinking about next year’s marketing, which leads us to a discussion</span><span style="font-family: calibri;"> </span></p><span style="font-family: "calibri";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBemCKBF0GtpryUWWvRA6npO1FzAVZVNfkOYpeqBcJSr_Zxj0oaJfK_vHXDuEudcKHoYv2lHXreALei2nFBUPCnlLM9zqC4LZPx4rApQXsLHr8pTQLc28Q3hyphenhyphenFcMw8IA4BWwX2Aumj9dg/s1600/MP900442412(1).JPG" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a></span><br /><span style="font-family: "calibri";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBemCKBF0GtpryUWWvRA6npO1FzAVZVNfkOYpeqBcJSr_Zxj0oaJfK_vHXDuEudcKHoYv2lHXreALei2nFBUPCnlLM9zqC4LZPx4rApQXsLHr8pTQLc28Q3hyphenhyphenFcMw8IA4BWwX2Aumj9dg/s1600/MP900442412(1).JPG" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"> </a>of how many clients will leave us or still be standing in 2021.<span style="mso-spacerun: yes;"> In the season of Covid, shut downs, and working from home, client retention becomes a delicate balance. It begins with a new understanding of the client universe. How has Covid affected the industries you sell services to? Are you</span> doing that research or having that conversation with your existing clients?<span style="mso-spacerun: yes;"> </span>You never lose clients? </span><br /><div><span style="font-family: "calibri";"></span> </div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFXbaBHwPd16xLwRwy-wc0kxroL3RKKygsvO-MIgHahD0ZNq95OvTpC_xTZT85Z6R9aHfWYSZZ6tpfPgJwIc6x2ZFlbHf0JRxGGnvUobZyrylDJkMKMfqtP5A63ivl1xfdx30fB0wTMOE/s1600/MP900442412%25281%2529.JPG" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="603" data-original-width="796" height="151" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFXbaBHwPd16xLwRwy-wc0kxroL3RKKygsvO-MIgHahD0ZNq95OvTpC_xTZT85Z6R9aHfWYSZZ6tpfPgJwIc6x2ZFlbHf0JRxGGnvUobZyrylDJkMKMfqtP5A63ivl1xfdx30fB0wTMOE/s200/MP900442412%25281%2529.JPG" width="200" /></a><span style="font-family: "calibri";">Benjamin Franklin told us that “The only things certain in life are death and taxes.”<span style="mso-spacerun: yes;"> </span>It is obvious he didn’t work in our industry.<span style="mso-spacerun: yes;"> </span>We can add loss of clients to life’s certainties.<span style="mso-spacerun: yes;"> Despite the best laid plans, architects, engineers and other professional services firms always lose clients. Covid has just created new fundamentals.</span></span><br /><span style="font-family: "calibri";"></span><br /><span style="font-family: "calibri";">Client loss doesn’t have to be a disaster.<span style="mso-spacerun: yes;"> </span>In many cases you can do something before it happens. </span><span style="font-family: "calibri";">Clients don’t leave us simply because we performed below expectations or the project went south.<span style="mso-spacerun: yes;"> </span>There are four reasons why clients leave a firm:</span><br /><br /><span style="font-family: "calibri";"><strong>1. You performed excellent work but the client doesn’t have another project.<span style="mso-spacerun: yes;"> </span>We call this client evaporation.</strong></span><br /><strong><span style="font-family: "calibri";"></span></strong><br /><span style="font-family: "calibri";"><strong>2. <span style="mso-spacerun: yes;"> </span>You performed acceptable work but the client thought you stopped caring about them and fired you.<span style="mso-spacerun: yes;"> </span>We call this client dissatisfaction.</strong></span><br /><strong><span style="font-family: "calibri";"></span></strong><br /><span style="font-family: "calibri";"><strong>3. You performed acceptable work, but a competitor came in and won the client’s business. We call this competitive disadvantage.</strong></span><br /><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: "calibri";"><strong>4. Your made mistakes, the project went over budget and promises weren’t kept, and the client fired you. <span style="mso-spacerun: yes;"> </span>We call this client outrage.</strong></span></div><span style="font-family: "calibri";">It should be noted that only one of the reasons had to do with poor work or project delivery. There is nothing you can do about client evaporation except to stay in touch with that company for the time when it does have another project.<span style="mso-spacerun: yes;"> </span>The amount of resources spent on that will depend upon what your marketing research tells you about the company.<span style="mso-spacerun: yes;"> </span>However, there is nothing you can do to save the client who is at the stage of outrage.<span style="mso-spacerun: yes;"> There is no time for grieving.</span></span><br /><span style="font-family: "calibri";"><span style="mso-spacerun: yes;"></span></span><br /><span style="font-family: "calibri";">Obviously, there are things that should have been done before it got to that point.<span style="mso-spacerun: yes;"> </span>Some of those things were out of your control.<span style="mso-spacerun: yes;"> </span>The contractor might have slipped on a tight schedule or tried to make up some lost profit by sending in a pile of change orders.<span style="mso-spacerun: yes;"> </span>Your project team might have changed and the new people needed time to get up to speed.<span style="mso-spacerun: yes;"> Team and client chemistry might have been out of balance. </span>You might have made promises early on that were shaky at best and you never went back to the client to explain the reality of the project. Or, worse, your project manager might have made promises you didn’t know about that weren’t kept. Broken trust is the result of allowing any of these things to get between you and your client. <span style="mso-spacerun: yes;"> </span>You were in control of more than you thought.<span style="mso-spacerun: yes;"> </span>Communication is the critical success factor. Do you understand disaster communications?</span><br /><span style="font-family: "calibri";"></span><br /><span style="font-family: "calibri";">An airline ran a commercial a few years ago that opened with a CEO in a conference room with his sales team.<span style="mso-spacerun: yes;"> </span>He tells the gathered employees,” The first client we sold when I started this firm fired us today. I have plane tickets for everyone here and we are going to personally visit every key client to make sure this doesn’t happen again.”</span><br /><span style="font-family: "calibri";"></span><br />If y<span style="font-family: "calibri";">ou want to prevent reason<strong> 2</strong>, then you should do what the CEO in the commercial did.<span style="mso-spacerun: yes;"> </span>Call it psychology 101, personal dynamics, or how to win friends, but the key to exceeding client expectations is letting them know how much you care.<span style="mso-spacerun: yes;"> </span>Sometimes that is easier said than done.<span style="mso-spacerun: yes;"> </span>This is especially true for the client that will evaporate next year.<span style="mso-spacerun: yes;"> </span>Does management have a list?<span style="mso-spacerun: yes;"> </span>The list of key clients along with staff assigned to maintain and build the relationship.<span style="mso-spacerun: yes;"> </span>Does staff know what is expected and is there accountability?<span style="mso-spacerun: yes;"> </span>Is it included in your marketing plan and part of performance reviews? Anything less than this means a valued client has a chance to fall through the cracks and into the hands of a competitor.</span><br /><span style="font-family: "calibri";"></span><br /><span style="font-family: "calibri";">Starting with the premise that clients like you, how can competitors take clients from you?<span style="mso-spacerun: yes;"> </span>It probably looks a lot like the way you take clients from your competitors.<span style="mso-spacerun: yes;"> </span>We like to pull clients out of the cracks of our competitors. First, the client has to be open to change.<span style="mso-spacerun: yes;"> </span>Are any of your existing clients open to change?<span style="mso-spacerun: yes;"> </span>Perhaps the client is obligated to issue RFPs for all work.<span style="mso-spacerun: yes;"> </span>Change, therefore, is part of the institution.<span style="mso-spacerun: yes;"> </span>Yet, you have been their service provider on multiple projects.<span style="mso-spacerun: yes;"> </span>Maybe it was because they trusted you to help write the RFP.<span style="mso-spacerun: yes;"> </span>Although an RFP gives the impression of shopping around, we all know firms are often “wired” into projects.<span style="mso-spacerun: yes;"> </span>You train your staff on quality projects, meeting delivery schedules, timely submittal of meeting minutes and other communications, including answering questions.<span style="mso-spacerun: yes;"> </span>How much time do you spend on client service outside of the required project deliverables?</span><br /><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: "calibri";">The amount of time spent on client service training is directly proportional to the number of clients lost to competitors in spite of your good work. You have heard of the leaky bucket analysis for business development.</span></div><span style="font-family: "calibri";">When it comes to servicing your client, it is good to remember this jungle saying:</span><br /><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><span style="font-family: "calibri";"><em>Every morning when the sun comes up the lion knows he has to start running otherwise he will starve to death. <br /><br />Every morning when the sun comes up the gazelle knows she has to start running otherwise she will get eaten by the lion.</em> <br /><br /><b style="mso-bidi-font-weight: normal;">Moral of the story: It doesn’t matter who you are, by the time the sun comes up you better be running.<o:p></o:p></b></span></div><span style="font-family: "calibri";">The industry moral to this story is that without clients your firm will starve and your competitors are running not to be eaten by you.<span style="mso-spacerun: yes;"> </span>Yet, you and your competitors play a dual role.<span style="mso-spacerun: yes;"> </span>When your staff understands the daily importance of client service, your firm will do more eating than being eaten.<span style="mso-spacerun: yes;"> </span>As we teach in our training programs, you also need to reassess the 80/20 rule when it comes to existing clients.<span style="mso-spacerun: yes;"> </span>Since it costs at least 5 times as much to obtain a new client than keep an existing client, it makes economic sense to spend more on client retention.<span style="mso-spacerun: yes;"> </span>How to do that is a question we can help you find the answer to.</span><br /><span style="font-family: "calibri";"></span><br /><span style="font-family: "calibri";">In the meantime, get ready to fill your leaky bucket and develop a client-centric 2021 Marketing Plan that will include Covid contingencies.</span>Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-40671394979079126322020-05-29T06:53:00.000-07:002020-05-29T12:07:28.553-07:00Covid 19 Paradigm ShiftBusiness development professionals spend their careers developing long term relationships with clients working in many industries. Using proven success strategies, identifying pain points and determining what separates you from the competition all worked before the Covid 19 paradigm shift.<br />
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Although many industries have not let vendors access their facilities, the bigger problem is what happened to the decision makers during the shutdown. For years during out training classes,we taught professionals about the importance of identifying the four categories of people responsible for hiring. This was always the magic behind a business developer’s ability to win business. Now we must travel through uncharted waters.<br />
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The first question you must ask is how have you been taking care of your clients during the pandemic? In many instances you might have tried but emails and voice messages were not returned. However, for the one in a hundred that did respond, you have positioned your firm above the competition.<br />
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Now that most of the country is opening up, it is time to begin the next round of client contacts. After three months of very limited activity, there is pent up demand for your services. The firms that unravel the new dynamics of client acquisition will be the beneficiaries of winning new business.<br />
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It would be a cliche to say just go back to the basics. Open up Sales Force or whatever system you use and start making calls is the old approach to going back to the basics. If your business has always dealt with the executive suite, this approach might bear fruit. Research is needed before you begin making the calls. You need to know how this company has restructured since the shutdown. Has management shifted the roles of its executives. Who is now responsible for purchasing the services you are selling. The president might have been the person you developed a long term relationship with, but now an executive vice president you never met with is making the hiring decisions. In this case, you don’t just need to get a name. Your friend, the president, needs to make a formal introduction. <br />
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Remember the one in a hundred who responded to your offer of help during the pandemic? These friends can be your biggest asset in moving forward. It is a given that these firms will likely hire you for new work, but they also become the key to obtaining work outside of their firm. They know other executives in their industry. They have golfed with them, shared anniversaries and enjoyed family activities together. The pandemic changed a lot of business behaviors, but it didn’t change the interpersonal relationships of people. To benefit from the paradigm shift, you need to know who these people are. Your friend can help you with that. The person you offered to help in their time of distress and need, is the person who will help you uncover new business. But, you need to know who might be in that circle of friends. We are back to more research. <br />
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You don’t want to go to this now platinum contact and ask, “Do you know anyone who needs our services, products, etc.”. The approach must be geared to a specific company you know will be looking for your services. You know your friend was in a foursome at a golf outing last year or some other thing that connects them. Now you can ask for a platinum referral. The best way to initiate this is during a meeting. When your friend answers your question by saying he will call this person, your response is simply can you call him now. It is one thing for someone to call to offer a referral, but it is even more powerful while making the call to say that you are in the room with him now discussing new ideas.<br />
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There are a lot of changes coming for business development professionals looking to build business for their firms. In the end, the winners will be those professionals who can identify the changes in their client companies and industries while continuing to search for ways to help them.<br />
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<br />Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-92194889419971632382020-01-02T13:39:00.000-08:002020-01-02T13:39:06.130-08:00How to Become a Great Public Speaker<div class="mentions-texteditor__content" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline;">
Only the fear of death is ranked higher than the fear of public speaking on the list of what people fear the most. It is no different for professionals in our industry. I have developed a Communications Skills program for industry professionals and written about use of jargon and communication pitfalls to avoid in previous articles. However, as we come to the start of another year, I thought it would be helpful to continue the dialogue on communications skills.</div>
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Why are face-to-face communications skills important? Remember, there is no emotion, body language, tone or facial expression in a written communication. Social networking is really about the written word and many in the industry have come to rely on this for their primary communication links. Even communication on the telephone lacks many of the tools you use in face-to-face meetings. Firms that use Skype, Go To Meeting or any streaming tools bridge many of the communication barriers but are in no way equal to a face-to-face encounter. The fear factor is higher when we are asked to present to a group or even an individual. Whether you are just starting out in the business development arena or a seasoned professional who could benefit from improved client communications, th<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">is article is for you.</span></div>
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<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Today, I want to review the three skills that are essential for building trusting relationships with clients.</span></div>
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<div class="mentions-texteditor__content" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline;">
<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">The first skill is your voice. I had an economics professor in college who made a boring class absolutely intolerable because of the tone of his voice. He had a monotone cadence and would cough or clear his throat after every other sentence. The pitch of some voices brings the same reaction as scratching on a chalk board. If this is you, you need to practice voice control. You could find a voice coach or simply contact your local Toastmaster club for assistance. Improve your voice and you will see immediate results in client reaction to your presentations.</span></div>
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<div class="mentions-texteditor__content" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline;">
<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Are you an introvert, shy or quiet person? None of these qualifies you to be a poor speaker. You just need to expand your comfort zone. Speaking with a client requires a clear and strong voice. This is not to be confused with shouting. Listen to great speakers and learn how they project their words. A simple search of YouTube will get you on the right track.</span></div>
<div class="mentions-texteditor__content" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline;">
<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Confidence is the second skill you must master. Why would your client give you a million dollar deal, if she doesn’t believe what you are telling her? Are you afraid to look the client in the eyes when you are making your presentation?</span></div>
<div class="mentions-texteditor__content" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline;">
<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">The client is more likely to give you careful attention when you make it a point to make eye contact first. However, you don’t want to get into a staring contest. Look down to take a note or remove something from your briefcase. This makes it easier for the client to pay attention to you because she has had a chance to check you out without having to do so while listening to you. Are you excited about what your firm has to offer, or does your facial expression remind the client of someone who has just gotten out of bed?</span></div>
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<div class="mentions-texteditor__content" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline;">
<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Confidence in what you are presenting will make the client more interested in selecting your firm than you are in selling it. Understanding the nuances of the client’s business, the industry, and market is the beginning of your homework. How he thinks and reacts to pressure points is probably the hardest area to quantify. However, when you have done all the required homework, your confidence will soar. Remember what legendary basketball coach Bob Knight has to say about preparation, “The key is not the "will to win" . . . everybody has that. It is the will to prepare to win that is important.”</span></div>
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<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Remember, you client likes you or you wouldn’t have been given the opportunity to stand in front of him or her to make the presentation. The same is true when you have been asked to make a presentation in front of a group.</span></div>
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<div class="mentions-texteditor__content" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline;">
<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Finally, you don’t want your body language to betray you or sabotage your message. Experts tell us body language accounts for between 55% and 65% of our communication. Just what is body language? It is carriage, facial expressions, and gestures. All go into establishing your presence and making a connection with the audience. Gestures can be made with your hands, arms, shoulder, torso, legs, feet or a combination of these but hand gestures are probably the most common. What does the client think of your message when you present it with your arms crossed against your chest? If you are confident, why are you slouching and not standing tall? Many speakers worry about their hands and keep them in their pockets. However, appropriate use of your hands can result in a marked increase in the understanding and retention of your message. Correctly used, hand gestures can help you say more in less time, show what you mean without having to resort to visuals, signal your conviction and confidence and add texture and dimension to your material and ideas.</span></div>
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<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">This might seem simplistic but don’t forget to smile. In fact, you should practice pleasant expressions in front of a mirror. Try it until you see one you like and then hold it for 15 seconds and repeat it. Remind yourself of this expression as you go about your daily business until it becomes a memory. </span></div>
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<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">The conditions that surround you during a client presentation or speech in front of a large group can be uncertain and frightening. But, this memory will keep your expression pleasant and positive.</span></div>
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<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Whether you are presenting to one person or a hundred, you still have to deal with nerves. Everyone gets nervous before a major presentation. My simple advice: Take a breath!</span></div>
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<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">I went with my wife to a Lamaze class when we were expecting our first child. I still remember the breathing exercises that were intended to calm the mother during childbirth. Similar breathing exercises are used by public speakers because they release fear, lower stress levels and enhance their speaking voice.</span></div>
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<div class="mentions-texteditor__content" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline;">
<span class="mentions-texteditor__highlight--error" style="background: rgb(255, 188, 186); border: 0px; box-sizing: inherit; font-size: 18px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Incorporating these tips into your client presentations or speeches in front of groups will help you be more effective and enable your message to be understood clearly. The bottom line to clear client communications is the bottom line of your business.</span></div>
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Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-48044169094988858182018-08-24T11:24:00.000-07:002018-08-24T11:24:56.187-07:00The Secret to Retaining Loyal Clients<br />
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<span style="font-family: "calibri";">The client chase just got more interesting.<span style="mso-spacerun: yes;"> </span>In a world of changing priorities, changes in government regulations and musical chairs’ change at the top, our search for client loyalty appears to be shifting once again.<strong> Are loyal clients an endangered species?</strong> <span style="mso-spacerun: yes;"> </span>A training program I developed two years ago, “The Paradigm Shift is Selling Professional Services”, was a harbinger for these changes.</span></div>
<span style="font-family: "calibri";">Now this reality is sinking in for most firms.<span style="mso-spacerun: yes;"> </span>This is no longer a surprise attack. It can’t all be tied to improving economic conditions or social media.<span style="mso-spacerun: yes;"> </span>It happens at most firms due to lack of comprehensive planning.<span style="mso-spacerun: yes;"> </span>Firms with a “we have always done it this way” approach to business development and marketing are finding a shrinking client base and more difficulty in acquiring new business.<span style="mso-spacerun: yes;"> </span>In other words, they are taking the “I want to be forgettable” approach to client acquisition.<span style="mso-spacerun: yes;"> </span>Top of mind means you are unforgettable in the clients’ thinking. How do you get there?</span><br />
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<span style="font-family: "calibri";">What do business development professionals need today to navigate the swamp that is the marketplace? What role does the firm play in creating a navigation process that leads to success?</span><br />
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<span style="font-family: "calibri";">First, is your social media and web content acting like a magnet to attract clients?<span style="mso-spacerun: yes;"> </span>Firing a shotgun out of a window is a difficult way to hunt tigers. There is a lot of sound and fury, but no results. Every hunter will tell you that it is always better to have the prey come towards you rather than trying to track it down in its territory.<span style="mso-spacerun: yes;"> </span>The prey can play too many tricks when it stays within its comfort zone. <span style="mso-spacerun: yes;"> </span>There is always a sweet spot when it comes to client acquisition. Understanding the sweet spot of every client is a good start. It is only a start.</span></div>
<span style="font-family: "calibri";">It is one thing to get a prospective client out of its comfort zone but another altogether to get your firm out of its comfort zone when the hunt is on.<span style="mso-spacerun: yes;"> </span>There are too many variables and behavior patterns that can cause us to chase the wrong client at the right time and the right client at the wrong time.<span style="mso-spacerun: yes;"> </span>It can be about money, prestige, favors and so on. “Our most loyal client just fired us,” was the tagline for an airline ad a few years ago. The ad went on to show the CEO sending his top executives out on the road to show clients they cared about them. Has your firm ever been in this position?</span><br />
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<span style="font-family: "calibri";">Expanding your comfort zone during the hunt requires the following:</span></div>
<span style="font-family: "calibri";">1. Absolute focus on why this opportunity makes sense for the firm both short term and long term.</span><br />
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<span style="font-family: "calibri";">2. Although fee is a consideration, the decision can’t be just about fee. Chasing a client solely for revenue doesn’t build enduring relationships, remarkable work or outstanding companies. </span></div>
<span style="font-family: "calibri";">3. What will the experience be like, if the client hires you for this project? Is there team chemistry? What is the client’s performance history on other projects or with other firms?<span style="mso-spacerun: yes;"> </span>Do you share the client’s vision or do you even know what the client’s vision is?</span><br />
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<span style="font-family: "calibri";">4. Can your team have fun and laugh with this client?</span></div>
<span style="font-family: "calibri";">5. Risk and reward considerations. What resources will be needed? Do you have these in-house now or will you need to expand your services?</span><br />
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<span style="font-family: "calibri";">If management keeps saying, “show me the money,” your firm is not coming out of its comfort zone.</span></div>
<span style="font-family: "calibri";">Client loyalty is a two-way street. It is like respect, it has to be earned. You can’t expect a client to be loyal, if you haven’t shown loyalty yourself.<span style="mso-spacerun: yes;"> </span>If you haven’t gone the extra mile in servicing the client. With that being said, you can’t expect a quid pro quo just because you have serviced the client.<span style="mso-spacerun: yes;"> </span></span><br />
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<span style="font-family: "calibri";">When I headed up the national business development for an engineering/architecture firm, the CEO <span style="mso-spacerun: yes;"> </span>at a corporate quality meeting responded to a question about recognizing employees for superior quality this way, “ Their recognition is their paycheck.” Firms and project teams that believe providing good service is enough to ensure client loyalty are treading on thin ice in today’s market reality. <span style="mso-spacerun: yes;"> </span>Loyalty then is in the eyes of the beholder.<span style="mso-spacerun: yes;"> </span></span></div>
<span style="font-family: "calibri";">Every industry is under attack from healthcare to corporate facilities to higher education and everywhere in between.<span style="mso-spacerun: yes;"> </span>Client competitors seeking to expand their operations and start ups looking to create new opportunities which might make your client’s products obsolete, all put pressure on our clients and their loyalty to our teams. Throw in government regulations that impact the bottom line and client loyalty is tested even more. You need to look inside the industry dynamics your clients are facing and help them develop strategies for strengthening their positions.<span style="mso-spacerun: yes;"> </span>A trusted advisor is not easily kicked out of the boardroom.</span><br />
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<span style="font-family: "calibri";">Always remember, if you don’t have a seat at the table, you are probably on the menu.<span style="mso-spacerun: yes;"> </span>Every firm should take their business development and marketing staff through the proven steps toward improving client loyalty.<span style="mso-spacerun: yes;"> </span>And, then don’t put baggage in their way as they move your existing clients into the client advocate categories.<span style="mso-spacerun: yes;"> </span>Every CEO would agree that the world would be a better place if all their clients were client advocates. There is no magic wand or secret formula for securing client loyalty.<span style="mso-spacerun: yes;"> </span>It is a mind set and attitude that pervades the organization from the top down.</span></div>
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-32780894991038275602018-08-09T13:15:00.001-07:002018-08-09T13:15:37.919-07:00Thrive When a Client Fires You<span style="font-family: "calibri";">This is the time of year we start thinking about next year’s marketing, which leads us to a discussion <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBemCKBF0GtpryUWWvRA6npO1FzAVZVNfkOYpeqBcJSr_Zxj0oaJfK_vHXDuEudcKHoYv2lHXreALei2nFBUPCnlLM9zqC4LZPx4rApQXsLHr8pTQLc28Q3hyphenhyphenFcMw8IA4BWwX2Aumj9dg/s1600/MP900442412(1).JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a></span><br />
<span style="font-family: "calibri";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBemCKBF0GtpryUWWvRA6npO1FzAVZVNfkOYpeqBcJSr_Zxj0oaJfK_vHXDuEudcKHoYv2lHXreALei2nFBUPCnlLM9zqC4LZPx4rApQXsLHr8pTQLc28Q3hyphenhyphenFcMw8IA4BWwX2Aumj9dg/s1600/MP900442412(1).JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"> </a>of how many clients will leave us in 2019.<span style="mso-spacerun: yes;"> </span>You don’t have that conversation?<span style="mso-spacerun: yes;"> </span>You never lose clients? </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFXbaBHwPd16xLwRwy-wc0kxroL3RKKygsvO-MIgHahD0ZNq95OvTpC_xTZT85Z6R9aHfWYSZZ6tpfPgJwIc6x2ZFlbHf0JRxGGnvUobZyrylDJkMKMfqtP5A63ivl1xfdx30fB0wTMOE/s1600/MP900442412%25281%2529.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="603" data-original-width="796" height="151" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFXbaBHwPd16xLwRwy-wc0kxroL3RKKygsvO-MIgHahD0ZNq95OvTpC_xTZT85Z6R9aHfWYSZZ6tpfPgJwIc6x2ZFlbHf0JRxGGnvUobZyrylDJkMKMfqtP5A63ivl1xfdx30fB0wTMOE/s200/MP900442412%25281%2529.JPG" width="200" /></a><span style="font-family: "calibri";">Benjamin Franklin told us that “The only things certain in life are death and taxes.”<span style="mso-spacerun: yes;"> </span>It is obvious he didn’t work in our industry.<span style="mso-spacerun: yes;"> </span>We can add loss of clients to life’s certainties.<span style="mso-spacerun: yes;"> </span></span><br />
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<span style="font-family: "calibri";">Client loss doesn’t have to be a disaster.<span style="mso-spacerun: yes;"> </span>In many cases you can do something before it happens.</span><br />
<span style="font-family: "calibri";">Clients don’t leave us simply because we performed below expectations or the project went south.<span style="mso-spacerun: yes;"> </span>There are four reasons why clients leave a firm:</span><br />
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<span style="font-family: "calibri";"><strong>1. You performed excellent work but the client doesn’t have another project.<span style="mso-spacerun: yes;"> </span>We call this client evaporation.</strong></span><br />
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<span style="font-family: "calibri";"><strong>2. <span style="mso-spacerun: yes;"> </span>You performed acceptable work but the client thought you stopped caring about them and fired you.<span style="mso-spacerun: yes;"> </span>We call this client dissatisfaction.</strong></span><br />
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<span style="font-family: "calibri";"><strong>3. You performed acceptable work, but a competitor came in and won the client’s business. We call this competitive disadvantage.</strong></span><br />
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<span style="font-family: "calibri";"><strong>4. Your made mistakes, the project went over budget and promises weren’t kept, and the client fired you. <span style="mso-spacerun: yes;"> </span>We call this client outrage.</strong></span></div>
<span style="font-family: "calibri";">It should be noted that only one of the reasons had to do with poor work or project delivery. There is nothing you can do about client evaporation except to stay in touch with that company for the time when it does have another project.<span style="mso-spacerun: yes;"> </span>The amount of resources spent on that will depend upon what your marketing research tells you about the company.<span style="mso-spacerun: yes;"> </span>However, there is nothing you can do to save the client who is at the stage of outrage.<span style="mso-spacerun: yes;"> There is no time for grieving.</span></span><br />
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<span style="font-family: "calibri";">Obviously, there are things that should have been done before it got to that point.<span style="mso-spacerun: yes;"> </span>Some of those things were out of your control.<span style="mso-spacerun: yes;"> </span>The contractor might have slipped on a tight schedule or tried to make up some lost profit by sending in a pile of change orders.<span style="mso-spacerun: yes;"> </span>Your project team might have changed and the new people needed time to get up to speed.<span style="mso-spacerun: yes;"> Team and client chemistry might have been out of balance. </span>You might have made promises early on that were shaky at best and you never went back to the client to explain the reality of the project. Or, worse, your project manager might have made promises you didn’t know about that weren’t kept. Broken trust is the result of allowing any of these things to get between you and your client. <span style="mso-spacerun: yes;"> </span>You were in control of more than you thought.<span style="mso-spacerun: yes;"> </span>Communication is the critical success factor. Do you understand disaster communications?</span><br />
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<span style="font-family: "calibri";">An airline ran a commercial a few years ago that opened with a CEO in a conference room with his sales team.<span style="mso-spacerun: yes;"> </span>He tells the gathered employees,” The first client we sold when I started this firm fired us today. I have plane tickets for everyone here and we are going to personally visit every key client to make sure this doesn’t happen again.”</span><br />
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If y<span style="font-family: "calibri";">ou want to prevent reason<strong> 2</strong>, then you should do what the CEO in the commercial did.<span style="mso-spacerun: yes;"> </span>Call it psychology 101, personal dynamics, or how to win friends, but the key to exceeding client expectations is letting them know how much you care.<span style="mso-spacerun: yes;"> </span>Sometimes that is easier said than done.<span style="mso-spacerun: yes;"> </span>This is especially true for the client that will evaporate next year.<span style="mso-spacerun: yes;"> </span>Does management have a list?<span style="mso-spacerun: yes;"> </span>The list of key clients along with staff assigned to maintain and build the relationship.<span style="mso-spacerun: yes;"> </span>Does staff know what is expected and is there accountability?<span style="mso-spacerun: yes;"> </span>Is it included in your marketing plan and part of performance reviews? Anything less than this means a valued client has a chance to fall through the cracks and into the hands of a competitor.</span><br />
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<span style="font-family: "calibri";">Starting with the premise that clients like you, how can competitors take clients from you?<span style="mso-spacerun: yes;"> </span>It probably looks a lot like the way you take clients from your competitors.<span style="mso-spacerun: yes;"> </span>We like to pull clients out of the cracks of our competitors. First, the client has to be open to change.<span style="mso-spacerun: yes;"> </span>Are any of your existing clients open to change?<span style="mso-spacerun: yes;"> </span>Perhaps the client is obligated to issue RFPs for all work.<span style="mso-spacerun: yes;"> </span>Change, therefore, is part of the institution.<span style="mso-spacerun: yes;"> </span>Yet, you have been their service provider on multiple projects.<span style="mso-spacerun: yes;"> </span>Maybe it was because they trusted you to help write the RFP.<span style="mso-spacerun: yes;"> </span>Although an RFP gives the impression of shopping around, we all know firms are often “wired” into projects.<span style="mso-spacerun: yes;"> </span>You train your staff on quality projects, meeting delivery schedules, timely submittal of meeting minutes and other communications, including answering questions.<span style="mso-spacerun: yes;"> </span>How much time do you spend on client service outside of the required project deliverables?</span><br />
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<span style="font-family: "calibri";">The amount of time spent on client service training is directly proportional to the number of clients lost to competitors in spite of your good work. You have heard of the leaky bucket analysis for business development.</span></div>
<span style="font-family: "calibri";">When it comes to servicing your client, it is good to remember this jungle saying:</span><br />
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<span style="font-family: "calibri";"><em>Every morning when the sun comes up the lion knows he has to start running otherwise he will starve to death. <br /><br /> Every morning when the sun comes up the gazelle knows she has to start running otherwise she will get eaten by the lion.</em> <br /><br /><b style="mso-bidi-font-weight: normal;">Moral of the story: It doesn’t matter who you are, by the time the sun comes up you better be running.<o:p></o:p></b></span></div>
<span style="font-family: "calibri";">The industry moral to this story is that without clients your firm will starve and your competitors are running not to be eaten by you.<span style="mso-spacerun: yes;"> </span>Yet, you and your competitors play a dual role.<span style="mso-spacerun: yes;"> </span>When your staff understands the daily importance of client service, your firm will do more eating than being eaten.<span style="mso-spacerun: yes;"> </span>As we teach in our training programs, you also need to reassess the 80/20 rule when it comes to existing clients.<span style="mso-spacerun: yes;"> </span>Since it costs at least 5 times as much to obtain a new client than keep an existing client, it makes economic sense to spend more on client retention.<span style="mso-spacerun: yes;"> </span>How to do that is a question we can help you find the answer to.</span><br />
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<span style="font-family: "calibri";">In the meantime, get ready to fill your leaky bucket and develop a client-centric 2019 Marketing Plan.</span>Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-33591168046099969642018-03-12T16:30:00.000-07:002018-03-12T16:30:03.987-07:00Improve Your Business Pipeline with a Story<div dir="ltr" style="background-color: white; color: #26282a; font-family: "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 13px;">
When you are given the opportunity to make a client presentation, what is your action plan? At this point you have completed the “go-no-go” process and are looking forward to winning new business. Don’t let your competition or ego get in the way. Frame your next presentation as a journey and you will win. If you understand that humans are wired to listen to stories, is the story you're planning to tell compelling? Is the client listening? Since your story and the stories of your firm are more involved than a 30-minute presentation, your biggest challenge will be deciding where to start and where to end. You can lose the audience in a heartbeat when you assume they have more knowledge than you do or when you bury them in jargon. Being yourself might be a cliché, but the journey begins with who you and your firm really are. The middle is filled with what the client really needs you to solve.</div>
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The owner of an engineering firm I consulted with a few years ago had received a heart transplant and from that started his own business. What do you think was his story during client presentations? His message was simple and his journey was clear. He did a superb job of quickly introducing the value his firm brought to the important client issues while wrapping the journey in his ability to overcome obstacles. He made clients believe he cared about their needs and would deliver the solution they needed. The client saw the world a little differently after his presentation.</div>
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What can you learn from this? Do your presentations make the client see the world differently? Your presentation team must be passionate about what they are doing. The quality of the client solution is important and how you wrap it in your narrative is key. Although there is not a best way to deliver a client presentation, there is definitely a bad way: Don't make it appear to be a formula. You have a plan and each team member plays a part. Rehearsing eliminates the outcome that your presentation sounded like a Google response to a trivia question.</div>
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The presentation could be defined as the art of persuasion. When we need to persuade, when we need to move people away from one way of doing things towards another, stories are the way to go. What is really at the center of all business activity: Persuasion.</div>
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Clients relate to stories because they give continuity to the facts and case studies that every short-listed firm is showing them during the interviews. Stories connects us and engage our clients. They give meaning to what we communicate. It allows clients to relate to your solution on another level.</div>
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Is your presentation an exercise in brand superiority? Does your brand matter to the client? One of the intended outcomes of your presentation is to create an emotional bond with the client. Never waste precious presentation minutes slapping yourself on the back. Stories make your brand unique and act as the glue to tie all the other parts together. There is no better way to differentiate your firm from your competition.</div>
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When our presentations include great stories, as opposed to ‘just’ communicating, we create meaning and reinforce a common sense of purpose. We get the client to enter our playing field where common goals and solutions are easily recognized. If this makes sense to you, presentation coaching might be a cost-effective way to improve your performance. Contact <a href="mailto:trystanderson@businessdevelopmentpros.org" style="color: #196ad4;" ymailto="mailto:trystanderson@businessdevelopmentpros.org">trystanderson@businessdevelopmentpros.org</a> for information.</div>
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Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-60126468771313931762017-08-24T08:17:00.000-07:002017-08-24T08:17:12.004-07:00The Paradigm of Creativity: Change Business Outcomes
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<span style="font-family: calibri;">A lot has been written over the years about
creativity. People who market professional services are thought to be
creative. Creativity is expected, if you want to enter this
business. What do you know about creativity?</span></div>
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<span style="font-family: calibri;">Many think it is simply a right brain condition where
creative people have strengths while left brain folks are better suited for the
technical, numbers and details of the industry. Viewing creativity as
solely the realm of one side of the brain limits ideas and possibilities. It
fails to respect how creativity impacts science and rational thinking.
Creativity comes from an assortment of traditional and non-traditional sources.</span></div>
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<span style="font-family: calibri;"><b>Are you a broker of possibility and hope?</b> </span></div>
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<span style="font-family: calibri;">If not, you need to look at your creativity in the context
of emotional intelligence. The chart shows how both sides of the brain come
into play. The quadrants of emotional intelligence include: Self-Awareness,
Social-Awareness, Relationship Management and Self-Management.
Understanding each of these will enable you to unleash your inner and sometimes
hidden creative forces.</span></div>
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<span style="font-family: calibri;">You might be asking yourself how creativity comes into play
with your relationships. Vision, influence and leadership drive creativity
to support your relationships. </span></div>
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<span style="font-family: calibri;">Have you gotten tired of people saying, “Think outside the
box?” The creative marketing professional doesn’t think outside the box,
they create a new box. Marketers don’t like to play on a level
playing field. They are under constant pressure to create a competitive
advantage. If they believe they are on a level playing field, they will
look like a community college against a Clemson in the National Championship
game. The services that your firm delivers to clients are like
hundreds of others. How do you make yourself and your firm memorable to
clients? The internet has made it easy for clients to assess the
capabilities of firms they want to do business with. In an industry
that considers sales a dirty word, the word creativity brings on images of
crazy, outrageous, and unwise. Therefore, your creativity must be
tempered by your flexibility and adaptability. Management realizes that
traditional marketing and the status quo no longer build business. A change
agent must be a leader first. </span></div>
<div style="margin: 0px 0px 13px;">
<span style="font-family: calibri;"><b> Think about what these people had to say about
creativity:</b></span></div>
<div style="margin: 0px 0px 13px;">
<span style="font-family: calibri;">“A truly creative person rids him or herself of all
self-imposed limitations.” <i>Gerald G. Champoski</i></span></div>
<div style="margin: 0px 0px 13px;">
<span style="font-family: calibri;">“Creativity is a highfalutin word for the work I have to do
between now and Tuesday.”<i> </i><i>Ray Kroc</i></span></div>
<div style="margin: 0px 0px 13px;">
<span style="font-family: calibri;">“Creation is a drug I can't do without.”<i> </i><i>Cecil B. DeMille</i></span></div>
<div style="margin: 0px 0px 13px;">
<span style="font-family: calibri;">It is interesting that the movie maker, De Mille, and the
entrepreneur, Kroc founder of McDonalds, both viewed creativity as essential
for their work. You should feel the same way.</span></div>
<div style="margin: 0px 0px 13px;">
<b><span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">Six Myths Of
Creativity</span></span></b></div>
<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">A groundbreaking
study about innovation in the workplace uncovered six myths of creativity. The
study, conducted by Teresa Amabile, a professor and head of the entrepreneurial
management unit at Harvard Business School, was summarized in a Fast Company article,
"The 6 Myths of Creativity." <span style="margin: 0px;"> </span>Here is what she found:</span></span></div>
<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">• Creativity
comes from creative types: The reality is that anyone with normal intelligence
is capable of doing some degree of creative work.</span></span></div>
<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">• Money is a
creativity motivator: The reality is that money isn't everything. </span></span></div>
<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">• Time pressure
fuels creativity: The reality is that time pressure stifles creativity because
people can't deeply engage with the problem. </span></span></div>
<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">• Fear forces
breakthroughs: The reality is that creativity is positively associated with joy
and love, and negatively is associated with anger, fear and anxiety. </span></span></div>
<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">• Competition
beats collaboration: The reality is that the most creative teams are those that
have the confidence to share and debate ideas.</span></span></div>
<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">• A streamlined
organization is a creative organization: The reality is that creativity suffers
greatly during a downsizing.</span></span></div>
<div style="margin: 0px 0px 13px;">
<b><span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">How do these
findings relate to the conditions in your firm?</span></span></b></div>
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<b><span style="font-family: calibri;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgaJ6P_EmJ1KvejWHOoE8J3hx6wyR9QQnEvSzx2GgcOe5my9EdQ0VfTRu7pgOCOO8XD4_XaErQ213tlARzuj5lVtYq_Wm1T19ZB_K3fdIBEFOf8IeZsvyTsDKYRaqY2zGil8PwwhWfPGc4/s1600/Luck+Puzzle.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="720" data-original-width="960" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgaJ6P_EmJ1KvejWHOoE8J3hx6wyR9QQnEvSzx2GgcOe5my9EdQ0VfTRu7pgOCOO8XD4_XaErQ213tlARzuj5lVtYq_Wm1T19ZB_K3fdIBEFOf8IeZsvyTsDKYRaqY2zGil8PwwhWfPGc4/s320/Luck+Puzzle.jpg" width="320" /></a></span></b></div>
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<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">You now know that
both sides of the brain are important in the creative process. Do you
ever believe something in your gut but are afraid to offer the idea or
proceed? Intuition is one of the strongest ways to deliver your creative
process. There are other things to consider, if maximizing your inherent
creativity is a goal in your career path. Don’t second guess yourself or
live in the pit of self-doubt. Accept criticism but don’t accept it as an
absolute. Observe and learn from your mistakes. Become a risk
taker. </span></span></div>
<div style="margin: 0px 0px 13px;">
<span lang="EN" style="margin: 0px;"><span style="font-family: calibri;">Break free from
the naysayers, external constraints, internal biases and fear of reprisals or
consequences. Your curiosity should compel you to ask questions.
Marketers who are afraid to ask questions continue to play on a level playing
field. We are all solution providers and are, to one extent or
another, creative people. If you are having problems with this, stop
asking “why” and start asking “why not.” The paradigm shifts when you use creativity to change the outcomes of your firm's business opportunities. The change agent is yesterday's news.</span></span></div>
<div style="margin: 0px 0px 13px;">
<span style="font-family: calibri;"><b>You will be well prepared to become a broker of possibility
and hope.</b> </span></div>
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com12tag:blogger.com,1999:blog-5118770943653073564.post-16993518316740672322017-06-26T03:40:00.000-07:002017-06-26T03:40:03.628-07:00The Massage: Social Media and Your 2017 Marketing Plan<span style="font-family: "arial" , "sans-serif";">Every firm that has included social media in its 2017 Marketing Plan, should take a lesson from a media expert from the 1960's. In the 1962, Marshall McLuhan created a firestorm with his book, <span style="mso-spacerun: yes;"> </span><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">The Medium is the Massage.<span style="mso-spacerun: yes;"> </span></i></b>McLuhan, a Canadian professor and communications theorist, </span><span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">adopted the term "massage" to denote the effect each medium has on the human senses, taking inventory of the "effects" of numerous media in terms of how they "massage" the senses.<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1ogRNOl9ggePd8USTei9zBaFOwE5XxXeC8F_lxYuWA8eV72MQCPM0oO8HMfzUzpmTR_gsmOWBVX31tD6yCaBnevazUJQptDEoSbMzq-dfg267MzR-UREYCTB-oOYsWTWNjDrK0HLVOnY/s1600/Massage.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="853" data-original-width="1280" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1ogRNOl9ggePd8USTei9zBaFOwE5XxXeC8F_lxYuWA8eV72MQCPM0oO8HMfzUzpmTR_gsmOWBVX31tD6yCaBnevazUJQptDEoSbMzq-dfg267MzR-UREYCTB-oOYsWTWNjDrK0HLVOnY/s320/Massage.JPG" width="320" /></a></div>
<o:p></o:p></span><br />
<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">McLuhan believed that modern audiences have found current media to be soothing, enjoyable, and relaxing; however, the pleasure we find in new media is deceiving, as the changes between society and technology are not the same and he thought were perpetuating an Age of Anxiety.<span style="mso-spacerun: yes;"> </span>And, so it is with Social Media.<o:p></o:p></span><br />
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<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">He coined the phrase “the medium is the message” which summarized his view of the potent influence of television, computers, and other electronic disseminators of information in shaping styles of thinking and thought, whether in sociology, art, science, or religion. He regarded the printed book as an institution fated to disappear.<span style="mso-spacerun: yes;"> </span>Yet, 50 years later, printed books are still around.<span style="mso-spacerun: yes;"> </span>His views on media were right on target.<o:p></o:p></span></div>
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<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">In 1982, John Naisbitt wrote <b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">Mega Trends,</i></b> a book that accurately predicted socio-economic trends for the next several decades.<span style="mso-spacerun: yes;"> </span>He predicted that as we rely more on technology, we will feel the need for more human interaction.<span style="mso-spacerun: yes;"> </span>He believed that “high tech required high touch.”<span style="mso-spacerun: yes;"> </span>People will always want to be connected despite the impact of technology that keeps us apart.<span style="mso-spacerun: yes;"> </span>Communities, neighborhoods, work and church were places where these connections have traditionally been made.<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjij9Djv9SGqqTbM0KMKUuONIXeyYv3bFFS6w1wbTteS6FlytluQu2XecS-M1-Hed1Z3u0mYZUFCrFV1f2QkM1hN7dwPZeiMCNtJ_U2Y4V1hmESE2jOuyKMVqKEfpk8vzBPBCoNF0WnjUY/s1600/Social+Media+Experiment.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjij9Djv9SGqqTbM0KMKUuONIXeyYv3bFFS6w1wbTteS6FlytluQu2XecS-M1-Hed1Z3u0mYZUFCrFV1f2QkM1hN7dwPZeiMCNtJ_U2Y4V1hmESE2jOuyKMVqKEfpk8vzBPBCoNF0WnjUY/s320/Social+Media+Experiment.jpg" width="240" /></a><span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">Today, human connection is more often made through social networks. The landscape of the work environment has changed as well. <span style="mso-spacerun: yes;"> </span>Although social networks do connect us, they don’t connect us in a physical way.<span style="mso-spacerun: yes;"> </span>This is not the networking that is done during a cocktail reception when you meet people face-to-face. Thus, it is time to take another look at McLuhan and peel back the onion of social media to determine whether it is simply a massage of our senses or an important place to conduct business.<span style="mso-spacerun: yes;"> S</span>ome believe the title of McLuhan's book was an accident made by a typesetter. Yes, before computer printing and email, someone actually had to set the type that appeared on the printed page. However, when it was brought to McLuhan’s attention, he proclaimed that was the perfect word. The important thing about communications is that words matter.</span></div>
<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">Everything social from LinkedIn to Twitter to Facebook has an impact on our senses that goes beyond the content of the communications.<span style="mso-spacerun: yes;"> </span>When people tweet their locations and what they are doing tonight, is it really important communications or something that makes them feel good? Therefore, in a real way, social media is a massage.<span style="mso-spacerun: yes;"> </span>It gives us everything we expect from a good body massage.<span style="mso-spacerun: yes;"> </span>We feel different when we are finished.<o:p></o:p></span><br />
<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">Communications, on the other hand, is about the message.<span style="mso-spacerun: yes;"> </span>This brings us full circle to the purpose of Business Development Professionals and that is providing training for professional services firms in the areas of marketing and business development.<span style="mso-spacerun: yes;"> </span>It is about understanding how to deliver consistent and clear messages to clients.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span><br />
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<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">Messages that move your business proposition forward.<span style="mso-spacerun: yes;"> </span>There is no doubt that social media has a place in doing this.<span style="mso-spacerun: yes;"> </span>When it is done correctly, there is power in social media. Firms need to understand that a social media component in their marketing plan is not a guarantee of success.<span style="mso-spacerun: yes;"> </span>No matter how cool the CEO thinks it is to have a large following on Twitter, it is still the content of the messaging that will make the difference in attracting clients.<o:p></o:p></span></div>
<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">Is social media part of your marketing plan because everyone is doing it and it is the cost of doing business today?<span style="mso-spacerun: yes;"> </span>Is it the massage that makes you feel good about what your firm has done in the past?<span style="mso-spacerun: yes;"> </span>Is social media the message and not the content of what you are trying to communicate?<span style="mso-spacerun: yes;"> </span>Every firm needs to honestly answer these questions. Many firms are simply trying the even the playing field.<span style="mso-spacerun: yes;"> </span>Our training programs and consulting services have a module on client communications.<span style="mso-spacerun: yes;"> </span>Here are three tips you can use to assess your social media strategy:<o:p></o:p></span><br />
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<div class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<strong><span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN; mso-fareast-font-family: Arial;"><span style="mso-list: Ignore;">1.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">Is your firm considered a thought leader in the industry?<o:p></o:p></span></strong></div>
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<strong><span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN; mso-fareast-font-family: Arial;"><span style="mso-list: Ignore;">2.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">If they aren’t already, have your industry experts start posting articles/blog on your website<o:p></o:p></span></strong></div>
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<strong><span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN; mso-fareast-font-family: Arial;"><span style="mso-list: Ignore;">3.<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">Start tracking all communications sent through social media.<span style="mso-spacerun: yes;"> </span>In short time, you will understand whether social media is the message, massage or vital component of your marketing strategy.<o:p></o:p></span></strong></div>
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<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;">Finally, if the communication stands on its own and is important for your clients to understand, using other media should be part of your comprehensive marketing plan.<span style="mso-spacerun: yes;"> </span></span><br />
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<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;"><span style="mso-spacerun: yes;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYSpN6J2lMXBNT4RZ_jyAxfLbn_Ykf-ohyFKHxzLsZfqW0kajSSL_vEY8G-LZAUmMHBNaAbxkGjiiDiFiCDKVJC781_xc89NLfkPU7XZCOVUDzGwrkmgJ0ugTZqCVaiBWL42VO8l41mXM/s1600/Massage2.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1024" data-original-width="1280" height="256" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYSpN6J2lMXBNT4RZ_jyAxfLbn_Ykf-ohyFKHxzLsZfqW0kajSSL_vEY8G-LZAUmMHBNaAbxkGjiiDiFiCDKVJC781_xc89NLfkPU7XZCOVUDzGwrkmgJ0ugTZqCVaiBWL42VO8l41mXM/s320/Massage2.JPG" width="320" /></a></span></span></div>
<span lang="EN" style="font-family: "arial" , "sans-serif"; mso-ansi-language: EN;"><span style="mso-spacerun: yes;"> </span>For example, most firms will announce major projects or successes on their social media platform and website, but also deliver press releases to industry media, including magazines.<span style="mso-spacerun: yes;"> </span>On the other hand, what you had for dinner or whether your daughter won her basketball game, is probably not worthy of a press release.<span style="mso-spacerun: yes;"> </span>Remember, if you or your firm posted it, every client and potential client can read it.<span style="mso-spacerun: yes;"> </span>For this reason alone, you should make all of your communications worth reading.<span style="mso-spacerun: yes;"> </span>Go some place else for a good massage. If you really want to feel good, buy a dog from a shelter.<o:p></o:p></span></div>
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-66684755863465620342017-06-12T14:56:00.001-07:002017-06-15T09:15:52.593-07:00The Memorable Presentation: 6 Steps to Success<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: "calibri";">What are the chances that the audience or selection committee will remember what you said in </span><span style="font-family: "calibri";"> your last presentation?<span style="mso-spacerun: yes;"> </span>Everyone is challenged when they are faced with creating and delivering a presentation.<span style="mso-spacerun: yes;"> </span></span><br />
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<span style="font-family: "calibri";"><span style="mso-spacerun: yes;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLXAUUqpjWzpT8xRD2hyphenhyphenvqReldqLDMmNv1f84OH30BjGMgU5v_sUlRgvCZ-_5d1_qEQsA4qn-JEsO2p29_q9MF0XF_SyqbdKmRG7iDt5qMFHwy0t2i897-iM2WMc6HAaaLd6zY0UBJ7FI/s1600/Crossed+Fingers.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1050" data-original-width="750" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLXAUUqpjWzpT8xRD2hyphenhyphenvqReldqLDMmNv1f84OH30BjGMgU5v_sUlRgvCZ-_5d1_qEQsA4qn-JEsO2p29_q9MF0XF_SyqbdKmRG7iDt5qMFHwy0t2i897-iM2WMc6HAaaLd6zY0UBJ7FI/s320/Crossed+Fingers.JPG" width="228" /></a></span></span></div>
<span style="font-family: "calibri";">When a project is on the line for a client presentation, the consequences are high and nothing can be left to chance. Selection is the only way to verify it was memorable.</span></div>
<span style="font-family: "calibri";">It is hard enough to think about how you measure up against the competition, but how about measuring up against the client’s perception of your presentation?<span style="mso-spacerun: yes;"> </span>Research shows us that after a 10 minute presentation, your audience will remember only 50% of what they heard.<span style="mso-spacerun: yes;"> </span>By the next day that memory will be reduced to 25% and within a week only 10% will be remembered.<span style="mso-spacerun: yes;"> </span>Hopefully, the selection committee makes their decision at the end of the first day.</span><br />
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<h4>
6 keys to making a memorable presentation </h4>
<span style="font-family: "calibri";"><br /></span>
<span style="font-family: "calibri";">The following should help anyone who is tasked with making a presentation and enable firms to raise the bar on the success of their client project presentations.<span style="mso-spacerun: yes;"> </span>It goes without saying that you need to know your material and that notes, if used at all, should be minimal.<span style="mso-spacerun: yes;"> </span>However, much more is needed to make your next presentation memorable.</span><br />
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<span style="font-family: "calibri";">I was taught a long time ago that there should only be three parts to a presentation:<span style="mso-spacerun: yes;"> </span></span></div>
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri";">1. Tell them what you plan to say.<o:p></o:p></span></b><br />
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri";">2. Tell them.<o:p></o:p></span></b><br />
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri";">3. Recap what you told them and give them a call to action.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></b><br />
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<span style="font-family: "calibri";">Science tells us that the human mind can only retain 3 to 7 points from a presentation in the short term.<span style="mso-spacerun: yes;"> </span>Too often in client presentations, principals want to throw in everything, including the kitchen sink.<span style="mso-spacerun: yes;"> </span>It is the job of the marketing professionals to reign in the free thinkers and focus the presentation on the client’s needs.</span></div>
<span style="font-family: "calibri";">The question still remains as to how you make that process memorable.</span><br />
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<span style="font-family: "calibri";">It begins with the central message.<span style="mso-spacerun: yes;"> </span>You should have one message you want the audience/client to remember.<span style="mso-spacerun: yes;"> </span>Although this needs to be concise and short, it must be repeated as the common thread running through the entire presentation.<span style="mso-spacerun: yes;"> </span>Is the main point trust, competence, experience, depth of staff, or some other important element?<span style="mso-spacerun: yes;"> </span>You need to remember it is one point and not all of the above.</span></div>
<span style="font-family: "calibri";">Memorable presentations are easy to understand.<span style="mso-spacerun: yes;"> </span>Leave the jargon for industry conferences and complex information for design meetings.<span style="mso-spacerun: yes;"> </span>Jargon combined with complexity results in confusion on the part of your audience.<span style="mso-spacerun: yes;"> </span>Condensing your body of work into a 30-minute presentation can only confuse a client who was ready to hire you. Don't make it hard for your client to say yes.</span><br />
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<span style="font-family: "calibri";">Every firm will use visuals in their presentations. Use of visuals takes the retention factor from 10% to 65%.<span style="mso-spacerun: yes;"> </span>The key to this statistic is relevant visuals.<span style="mso-spacerun: yes;"> </span>I worked with one architect who would fly an airplane over a proposed building site prior to a presentation.<span style="mso-spacerun: yes;"> </span>He would take the visuals from that and turn them into powerful elements in his presentation.<span style="mso-spacerun: yes;"> </span>Visuals of previous work are worthless unless they clearly leave a positive impression in the client’s mind of what their dream will look like.</span></div>
<span style="font-family: "calibri";">I have written several blogs that point out the importance of stories.<span style="mso-spacerun: yes;"> </span>Memorable presentations are filled with stories and anecdotes.</span><br />
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<span style="font-family: "calibri";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVyNO2FP8H1Zpa4irwltn35Hltv-r9NFAmKJEh5MrnMrtDoH4grMFDCH4y_7dWTiHNQk0tztOmFSORaDYE91IfUZNXJu8F7sUSSvJSO9COPt3-5r9cwUsny15zcU3nsIdSLcZXj9pKNcY/s1600/Complex+to+simple.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="333" data-original-width="500" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVyNO2FP8H1Zpa4irwltn35Hltv-r9NFAmKJEh5MrnMrtDoH4grMFDCH4y_7dWTiHNQk0tztOmFSORaDYE91IfUZNXJu8F7sUSSvJSO9COPt3-5r9cwUsny15zcU3nsIdSLcZXj9pKNcY/s320/Complex+to+simple.jpg" width="320" /></a></span></div>
<span style="font-family: "calibri";"><span style="mso-spacerun: yes;"> Stories create i</span>mages that remind our audiences of their life experiences, challenges and successes. <span style="mso-spacerun: yes;"> </span>The audience visualizes your idea without seeing an actual visual on the screen.</span><br />
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<span style="font-family: "calibri";">I am reminded of a prestigious museum project in the Midwest where some of the world’s most renowned architects were invited to make presentations.<span style="mso-spacerun: yes;"> </span>While all the others had a project team show up with dozens of displays, one architect showed up empty handed.<span style="mso-spacerun: yes;"> </span>He walked over to where the selection committee was seated, took off his overcoat and scarf, sat down and asked, “Do you have any questions.” They did. He answered and was awarded the job.</span></div>
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<span style="font-family: "calibri";">When I was the marketing director for a national trade association in the construction industry, I was in charge of the process for selecting an advertising agency.<span style="mso-spacerun: yes;"> </span>Three of the agencies came in with polished dog and pony shows and teams of agency professionals.<span style="mso-spacerun: yes;"> </span>They presented relevant experience with design and construction firms as well as trade associations. The president of the last firm showed up by himself with a leather case.<span style="mso-spacerun: yes;"> </span>After introductions with the selection committee, he sat down at the table and stated, “I don’t do this often.<span style="mso-spacerun: yes;"> </span>Most of my business comes from word of mouth.” He spent the next 45 minutes having a conversation with the committee.<span style="mso-spacerun: yes;"> </span>Occasionally, he would reach into his case and pull out an example of his work.<span style="mso-spacerun: yes;"> </span>Later that afternoon, he was retained as the association’s advertising agency.</span></div>
<span style="font-family: "calibri";">Do these examples represent the exception to the rule, or do they show us what happens when creativity meets at the intersection of preference and selection?<span style="mso-spacerun: yes;"> </span>You and your firms have thousands of stories to tell.<span style="mso-spacerun: yes;"> </span>What do you pull out of the case when a project is on the line?</span><br />
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<span style="font-family: "calibri";">Next, the presentation has to have movement and action.<span style="mso-spacerun: yes;"> </span>If several members of the team have been assigned speaking roles, they all can’t assume the same position in front of the selection committee.<span style="mso-spacerun: yes;"> </span>If you are doing a solo presentation in front of an audience, you must leave the comfort of the podium and move across the stage.<span style="mso-spacerun: yes;"> </span>Memorable presentations connect with the audience and it is crystallized when the presenter connects through body language and movement.<span style="mso-spacerun: yes;"> </span>Pace and pausing for affect are critical in delivering a memorable presentation.<span style="mso-spacerun: yes;"> </span>Some of the most memorable speeches have lived on in our memories because of the way the speaker used inflection in delivering the message.<span style="mso-spacerun: yes;"> </span>There is no room for a monotone voice in a memorable presentation.<span style="mso-spacerun: yes;"> </span>Of course, your audience might remember the monotone, but they won’t remember the message.</span></div>
<span style="font-family: "calibri";">Finally, the memorable presentation must include a call to action.<span style="mso-spacerun: yes;"> </span>As you recap what you told the audience and hammer home the common thread once again, you must challenge them with something to do.<span style="mso-spacerun: yes;"> </span>Winning the job is the real purpose of the client presentation.<span style="mso-spacerun: yes;"> </span>It could go something like this:<span style="mso-spacerun: yes;"> </span>“We came here today to show you we are a trusted firm in the industry and have shown you a clear process for making your project a success.<span style="mso-spacerun: yes;"> </span>You wouldn’t have invited us, if we were not qualified or our project team lacked the experience needed for your project.<span style="mso-spacerun: yes;"> </span>We are excited about sharing your dream and seeing it fulfilled.<span style="mso-spacerun: yes;"> </span></span><br />
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<span style="font-family: "calibri";">When you weigh the pros and cons of the firms interviewed for this project, we want to be the firm chosen to move forward with this project with you.<span style="mso-spacerun: yes;"> </span>We simply want to be partners with you on this journey.”<span style="mso-spacerun: yes;"> </span>A simple recap and call to action is the way to end a memorable presentation.</span></div>
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<span style="font-family: "calibri";">Nearing the 155<sup><span style="font-size: x-small;">th</span></sup> anniversary of the Battle of Gettysburg, I would be remiss, if I didn’t end with a reminder of one of the most memorable presentations in the history of our nation.<span style="mso-spacerun: yes;"> </span>Without a white board or PowerPoint presentation, Abraham Lincoln gave the Gettysburg Address four months after the battle that turned the tide on the war. </span></div>
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<span style="font-family: "calibri";"><b>"Four score and seven years ago, our fathers brought forth on this continent a new nation: conceived in liberty, and dedicated to the proposition that all men are created equal” </b><span style="mso-bidi-font-weight: bold;">begins the address.<span style="mso-spacerun: yes;"> </span></span><span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>The visual is a nation at war and a bloody battlefield. It was simple and concise. Lasting only two minutes and less than 200 words, the Gettysburg Address will be remembered for centuries.<span style="mso-spacerun: yes;"> </span>Think about this the next time you are conflicted about the fancy graphics, swirling transitions and video clips you are considering for your presentation.<span style="mso-spacerun: yes;"> </span>These might make us feel good, but it is the perception of the audience where the rubber meets the road.<span style="mso-spacerun: yes;"> </span>When you implement these six steps, you will take a cool presentation and make it memorable.</span></div>
<b></b><i></i><u></u><sub></sub><sup></sup><strike></strike><br />Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-45286750202245427572017-06-09T12:03:00.000-07:002017-06-09T12:03:05.495-07:00Face It: Three Ways to Overcome Communication Barriers<span style="font-family: "calibri";">Only the fear of death is ranked higher than the fear of public speaking on the list of what people fear the most.<span style="mso-spacerun: yes;"> </span>It is no different for professionals in our industry. </span><br />
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<span style="font-family: "calibri";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8w4QjNHBvoBjlfPfqX1EhYAXbIFmBwsUlZrEHesz1Z7VpL34VympOoyyoLcZSMeRG1ee4QQ6UK8qKxN7xVQMCAWqBAdsy7qCc30nUF3Mwdos3awPeqKtWpegMzg59PCv8QGX6cem_z08/s1600/Woman+Fear.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="192" data-original-width="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8w4QjNHBvoBjlfPfqX1EhYAXbIFmBwsUlZrEHesz1Z7VpL34VympOoyyoLcZSMeRG1ee4QQ6UK8qKxN7xVQMCAWqBAdsy7qCc30nUF3Mwdos3awPeqKtWpegMzg59PCv8QGX6cem_z08/s1600/Woman+Fear.JPG" /></a></span></div>
<span style="font-family: "calibri";">I have developed a Communications Skills program for industry professionals and written about use of jargon and communication pitfalls to avoid in previous articles.<span style="mso-spacerun: yes;"> </span>However, before we get into the dog days of summer , I thought it would be helpful to continue the dialogue on communications skills.<span style="mso-spacerun: yes;"> </span></span><br />
<span style="font-family: "calibri";"><span style="mso-spacerun: yes;"></span></span><br />
<b>Why are face-to-face communications skills important?</b> <br />
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<span style="font-family: "calibri";">Remember, there is no emotion, body language, tone or facial expression in a written communication.<span style="mso-spacerun: yes;"> </span></span><br />
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<span style="font-family: "calibri";">Social networking is really about the written word and many in the industry have come to rely on this for their primary communication links.<span style="mso-spacerun: yes;"> </span>Even communication on the telephone lacks many of the tools you use in face-to-face meetings.<span style="mso-spacerun: yes;"> </span>Firms that use Hangout, Skype, Microsoft Lync or Go To Meeting bridge many of the communication barriers but are in no way equal to a face-to-face encounter.<span style="mso-spacerun: yes;"> </span>The fear factor is higher when we are asked to present to a group or even an individual.<span style="mso-spacerun: yes;"> Whether you are just starting out in the business development<div class="separator" style="clear: both; text-align: center;">
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arena or a seasoned professional who could benefit from improved client communications, this article is for you.</span></span><br />
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<span style="font-family: "calibri";">Today, I want to review the three skills that are essential for building trusting relationships with clients.<span style="mso-spacerun: yes;"> </span></span></div>
<span style="font-family: "calibri";"><strong>The first skill is your voice</strong>.<span style="mso-spacerun: yes;"> </span>I had an economics professor in college who made a boring class absolutely intolerable because of the tone of his voice.<span style="mso-spacerun: yes;"> </span>He had a monotone cadence and would cough or clear his throat after every other sentence.<span style="mso-spacerun: yes;"> </span>The pitch of some voices brings the same reaction as scratching on a chalk board.<span style="mso-spacerun: yes;"> </span>If this is you, you need to practice voice control.<span style="mso-spacerun: yes;"> </span>You could find a voice coach or simply contact your local Toastmaster club for assistance.<span style="mso-spacerun: yes;"> Improve your voice and you will see immediate results in client reaction to your presentations.</span></span><br />
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<span style="font-family: "calibri";">Are you an introvert, shy or quiet person?<span style="mso-spacerun: yes;"> </span>None of these qualifies you to be a poor speaker.<span style="mso-spacerun: yes;"> </span>You just need to expand your comfort zone.<span style="mso-spacerun: yes;"> </span>Speaking with a client requires a clear and strong voice.<span style="mso-spacerun: yes;"> </span>This is not to be confused with shouting.<span style="mso-spacerun: yes;"> </span>Listen to great speakers and learn how they project their words.<span style="mso-spacerun: yes;"> </span>A simple search of YouTube will get you on the right track. </span></div>
<span style="font-family: "calibri";"><strong>Confidence is the second skill you must master</strong>.<span style="mso-spacerun: yes;"> </span></span><br />
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<span style="font-family: "calibri";"><span style="mso-spacerun: yes;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSI_HFZEr5Jc7QDSnz2lrdDPAp5Gx0L-x6mBWsukzjNSZqRSRRVafI4Qqogb4i3Ixpof9anSDfOnob49WCUXJo0FURcgv_BmZZE3scmCH_FoAl92H2HrHZiGdPFo7ot3769kKVkSC6Bz8/s1600/Computer+Data+Photo.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1004" data-original-width="1050" height="305" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSI_HFZEr5Jc7QDSnz2lrdDPAp5Gx0L-x6mBWsukzjNSZqRSRRVafI4Qqogb4i3Ixpof9anSDfOnob49WCUXJo0FURcgv_BmZZE3scmCH_FoAl92H2HrHZiGdPFo7ot3769kKVkSC6Bz8/s320/Computer+Data+Photo.jpg" width="320" /></a></span></span></div>
<span style="font-family: "calibri";"><span style="mso-spacerun: yes;"> </span>Why would your client give you a million dollar deal, if she doesn’t believe what you are telling her?<span style="mso-spacerun: yes;"> </span>Are you afraid to look the client in the eyes when you are making your presentation?<span style="mso-spacerun: yes;"> </span>The client is more likely to give you careful attention when you make it a point to make eye contact first.<span style="mso-spacerun: yes;"> </span>However, you don’t want to get into a staring contest.<span style="mso-spacerun: yes;"> </span>Look down to take a note or remove something from your briefcase.<span style="mso-spacerun: yes;"> </span>This makes it easier for the client to pay attention to you because she has had a chance to check you out without having to do so while listening to you. <span style="mso-spacerun: yes;"> </span>Are you excited about what your firm has to offer, or<span style="mso-spacerun: yes;"> d</span>oes your facial expression remind the client of someone who has just gotten out of bed?<span style="mso-spacerun: yes;"> </span></span><br />
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<span style="font-family: "calibri";">Confidence in what you are presenting will make the client more interested in selecting your firm than you are in selling it.<span style="mso-spacerun: yes;"> </span>Understanding the nuances of the client’s business, the industry, and market is the beginning of your homework.<span style="mso-spacerun: yes;"> </span>How he thinks and reacts to pressure points is probably the hardest area to quantify.<span style="mso-spacerun: yes;"> </span>However, when you have done all of the required homework, your confidence will soar.<span style="mso-spacerun: yes;"> </span>Remember what legendary basketball coach Bob Knight has to say about preparation, “The key is not the "will to win" . . . everybody has that. It is the will to prepare to win that is important.”</span></div>
<span style="font-family: "calibri";">Remember, you client likes you or you wouldn’t have been given the opportunity to stand in front of him or her to make the presentation.<span style="mso-spacerun: yes;"> </span>The same is true when you have been asked to make a presentation in front of a group.</span><br />
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<span style="font-family: "calibri";">Finally, you don’t want your <strong>body language</strong> to betray you or sabotage your message. Experts tell us body language accounts for between 55% and 65% of our communication. </span><br />
<span style="font-family: "calibri";"><span style="mso-spacerun: yes;"><b> </b></span><b>Just what is body language?</b></span><br />
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<span style="font-family: "calibri";">It is carriage, facial expressions, and gestures. All go into establishing your presence and making a connection with the audience. Gestures can be made with your hands, arms, shoulder, torso, legs, feet or a combination of these but hand gestures are probably the most common. What does the client think of your message when you present it with your arms crossed against your chest?<span style="mso-spacerun: yes;"> </span>If you are confident, why are you slouching and not standing tall?<span style="mso-spacerun: yes;"> Many speakers worry about their hands and keep them in their pockets. However, a</span>ppropriate use of your hands can result in a marked increase in the understanding and retention of your message. Correctly used, hand gestures can help you say more in less time, show what you mean without having to resort to visuals, signal your conviction and confidence and add texture and dimension to your material and ideas.</span></div>
<span style="font-family: "calibri";">This might seem simplistic but don’t forget to smile.<span style="mso-spacerun: yes;"> </span>In fact, you should practice pleasant expressions in front of a mirror.<span style="mso-spacerun: yes;"> </span>Try it until you see one you like and then hold it for 15 seconds and repeat it.<span style="mso-spacerun: yes;"> </span>Remind yourself of this expression as you go about your daily business until it becomes a memory.<span style="mso-spacerun: yes;"> </span>The conditions that surround you during a client presentation or speech in front of a large group can be uncertain and frightening.<span style="mso-spacerun: yes;"> </span>But, this memory will keep your expression pleasant and positive.</span><br />
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<span style="font-family: "calibri";">Whether you are presenting to one person or a hundred, you still have to deal with nerves.<span style="mso-spacerun: yes;"> </span>Everyone gets nervous before a major presentation.<span style="mso-spacerun: yes;"> </span>My simple advice: Take a breath!</span></div>
<span style="font-family: "calibri";">I went with my wife to a Lamaze class when we were expecting our first child.<span style="mso-spacerun: yes;"> </span>I still remember the breathing exercises that were intended to calm the mother during childbirth.<span style="mso-spacerun: yes;"> </span>Similar breathing exercises are used by public speakers because they release fear, lower stress levels and <span style="mso-spacerun: yes;"> </span>enhance their speaking voice. </span><br />
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<span style="font-family: "calibri";">Incorporating these tips into your client presentations or speeches in front of groups will help you be more effective and enable your message to be understood clearly. The bottom line to clear client communications is the bottom line.</span></div>
<b></b><i></i><u></u><sub></sub><sup></sup><strike></strike><br />Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-44079997682358853202016-09-27T08:23:00.000-07:002016-09-27T08:23:06.207-07:00The Seinfeld Rules of Business Development
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<span style="color: #4d4d4d; font-size: 9pt;">Jerry
Seinfeld is one of the wealthiest Hollywood stars mainly because he
participated in a popular sitcom about nothing. </span><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNNCT4GYwTt4k83tz6iI3TigVXkVBGbs4ZudMO-5fFh6C9e4JL0bKeYaAqSseEPsyORZasug0Yv-9SDfmdiKD3uf-mxBUPqQPsMSe_eM6yfYgQC7kW3jCMp0uFe6JgVC0265ZyqJXV7gQ/s1600/Seinfeld.jpg" imageanchor="1" style="float: left;"><span style="color: blue; font-size: 9pt; mso-no-proof: yes; text-decoration: none; text-underline: none;"><v:shapetype coordsize="21600,21600" filled="f" id="_x0000_t75" o:preferrelative="t" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" stroked="f">
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</o:lock></v:path></v:stroke></v:shapetype></span></a><span style="color: #4d4d4d; font-size: 9pt;">Every producer has a formula for making a profitable sitcom and
none of them until Larry David, the producer/creator of Seinfeld, thought they
could be successful doing a 30 minute weekly sitcom about nothing.</span><div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMcig-JrKKSDMW-w-kbzSq4uL21xrI9Nn9SwLfhkTvPwBwjQHo5AZs-fCJGYZBNo17qp9Y8FAEJo8Vo1dTezpi02zuNXHr8uqzZ_GJhvNv52GDuFERKYvLUOhbPFEG1QEu6EtLo4oAnh8/s1600/Seinfeld.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMcig-JrKKSDMW-w-kbzSq4uL21xrI9Nn9SwLfhkTvPwBwjQHo5AZs-fCJGYZBNo17qp9Y8FAEJo8Vo1dTezpi02zuNXHr8uqzZ_GJhvNv52GDuFERKYvLUOhbPFEG1QEu6EtLo4oAnh8/s200/Seinfeld.jpg" width="200" /></a></div>
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<span style="color: #4d4d4d; font-size: 9pt;">I am not saying that because
business development in professional service firms is the most ambiguous
business discipline your plan can be about nothing. Business development at a
very basic level must be defined in your firm and your people must know how it
works. Since business development is different in scope from everything else
your firm does, it is important to define it. For example, does everyone in
your firm know the difference between marketing and business development? Every
firm in the country will benefit if they understand and employ the Seinfeld
Rules of Business Development. </span><o:p></o:p></div>
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<span style="color: #4d4d4d; font-size: 9pt;">What are the <strong><span>Seinfeld business development rules</span></strong>?</span><o:p></o:p></div>
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<span style="color: #4d4d4d; font-size: 9pt;">1. Just because it used to
work doesn’t mean it will work in the future.</span><o:p></o:p></div>
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<span style="color: #4d4d4d; font-size: 9pt;">2. Every leader needs a
committed team.</span><o:p></o:p></div>
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<span style="color: #4d4d4d; font-size: 9pt;">3. Skill alone can only take
you so far.</span><o:p></o:p></div>
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<span style="color: #4d4d4d; font-size: 9pt;">4. Rely on bold ideas to
separate yourself from the competition.</span><o:p></o:p></div>
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<span style="color: #4d4d4d; font-size: 9pt;">5. Sell a story people can
relate to.</span></div>
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<span style="color: #4d4d4d; font-size: 9pt;">Successful
firms in our industry have a deep understanding of all business functions and
often try to put the square function of business development into the round
hole of other business functions. Inherent in successful business development
is the ability to leverage all your firm’s capabilities so a client will see
success in selecting your firm. Not only a successful project, but also
personal, team and organizational wins.</span><o:p></o:p><br />
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<span style="color: #4d4d4d; font-size: 9pt;">The reason business
development efforts lose effectiveness over time is because most firms simply
keep using the same tactics that worked in the past for the challenges they are
facing today. Although there is a need for old school thinking in a business
development strategy, keeping tactics because your don’t need to “recreate the
wheel”, is the first step to failure. If you understand the concept of
zero-based budgeting, you will understand my concept of zero-based business
development planning. Management has a hard time forgetting what has worked in
the past. Therefore, it takes a confident business development/marketing group
to move management away from proven strategies to something new and different.
When was the last time you took a bold business development idea to management?</span><o:p></o:p></div>
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<span style="color: #4d4d4d; font-size: 9pt;"><o:p><span style="font-size: small;"> </span></o:p></span><br />
<br />
<span style="color: #4d4d4d; font-size: 9pt;">This
brings us to the second rule: Every leader needs a committed team. Jerry
Seinfeld had an above average stand up career before he took off with Seinfeld.
Suffice it to say that he would not be worth $800 million today, if he had
relied on a touring standup comedy career. Although Seinfeld was about nothing,
the characters had depth and had interesting interactions between each other. The
actors were grood comedians in their own right, but Jerry was the star. When
the leader starts out with humility and is not worried about who gets the credit,
the team excels. The team is committed. The problem for firms with uncertain
business development success is a management and/or a business development team
that is not committed or a leader more interested in self-promotion.</span><o:p></o:p><br />
<u1:p></u1:p>
<br />
<div style="background: white; line-height: 13.5pt;">
<span style="color: #4d4d4d; font-size: 9pt;"><u1:p></u1:p>After Jerry
Seinfeld was committed to the show, Larry David could have sought out other
highly talented, established comedians to fill the roster. However,he
understood that skill alone can only take you so far. There is a chemistry
needed for success in business development as there is a chemistry needed for
comedy to work. Too much of any individual ingredient spoils the whole thing.
How is the chemistry working in your firm?</span></div>
<u1:p></u1:p>
<br />
<div style="background: white; line-height: 13.5pt;">
<span style="color: #4d4d4d; font-size: 9pt;"><o:p><span style="font-size: small;"> </span></o:p></span></div>
<br />
<div style="background: white; line-height: 13.5pt;">
<span style="color: #4d4d4d; font-size: 9pt;">Does your firm promote
project managers to business development because they are good with clients?
Many firms do this and are disappointed when goals are not achieved. Skills can
only take you so far, especially when the skills are not connected directly to
business development or marketing. This is where training can reap huge results.</span><o:p></o:p></div>
<u1:p></u1:p>
<br />
<div style="background: white; line-height: 13.5pt;">
<span style="color: #4d4d4d; font-size: 9pt;">In small firms, marketing and
business development might be managed by one person. It might be a firm
principal rather than a marketing services professional. Larger firms are
capable of supporting separate departments. These are the firms where team
chemistry is extremely important. However, even small firms need to look at the
chemistry connection.</span><o:p></o:p></div>
<u1:p></u1:p>
<br />
<div style="background: white; line-height: 13.5pt;">
<span style="color: #4d4d4d; font-size: 9pt;">Can you imagine when Larry
David pitched the network about a sitcom that was about nothing. The executives
knew David and Seinfeld, but a show about nothing, really. One executive took a
chance on 13 episodes and the rest is television history. Do you have a bold
idea that is just as big, but you are afraid to present it to your management.
There are four things that can happen to your idea: You sell it to management,
it is successful and your firm profits. You sell it to management and they don’t
see your vision and vote against it. You decide not to sell it to management
and nothing happens ( I mean even what worked in the past no longer works). A
competitor comes up with the same idea, gets her management team to run with it
and they win the big project. Would you even tell your management team you had
the same idea but you were afraid to tell them about it. Of course, if they
turned you down, you could say, “I told you so!” The latter is probably not a
good response if you plan to work for the firm for an extended period of time.
However, if they turned you down, they might have a better appreciation of your
ideas and vision in the future. Follow the advice of Daniel Burnham, “Make no
little plans; </span><span lang="EN" style="color: #4d4d4d; font-size: 9pt; mso-ansi-language: EN;">They have <b>no</b> magic to stir men's
blood and probably themselves will not be realized. <b>Make</b> big<b>plans</b>;
aim high in hope and work…” Big ideas worked in Chicago.</span><o:p></o:p></div>
<u1:p></u1:p>
<br />
<div style="background: white; line-height: 13.5pt;">
<span lang="EN" style="color: #4d4d4d; font-size: 9pt; mso-ansi-language: EN;">Finally,
the most important rule is to sell a story. For Seinfeld it was a story that
average people could relate to. It wasn’t just New Yorkers who understood the
relationship issues between Jerry, George, Kramer and Elaine, it was everybody.
</span><o:p></o:p></div>
<u1:p></u1:p>
<br />
<div style="background: white; line-height: 13.5pt;">
<span lang="EN" style="color: #4d4d4d; font-size: 9pt; mso-ansi-language: EN;">Your
firm’s story is a little different. Your story must be one that a client will
invest in. If your firm has industry experts, use them to tell the story. Tell
project stories from the client’s perspective. Understand market conditions,
how well your firm is prepared for current conditions, your client’s industry
and how the client’s history is connected to yours. Then, tell the
story.Nothing made Seinfeld the most profitable sitcome in history. The
Seinfeld rules might be just what your firm needs to make its own history. When
you make the bold step, please let us know how we can help by contacting us at tryst@businessdevelopmentpros.org
</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<o:p> </o:p></div>
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-85184656993500754042016-04-13T09:51:00.001-07:002016-04-13T09:51:48.981-07:00Change: Taking Control of Your Future through Connection Priority
<span style="font-family: Calibri;">Change is often difficult to predict in our industry.<span style="mso-spacerun: yes;"> </span>One reason is because our industry spans
across</span><br />
<span style="font-family: Calibri;"><div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisQBCWFgYVSMjRd5_xGCtYVylsneIXLR20eQU6fBk9pS1FPnjW4G-dAdAea5mMdIs1TcmP3kq1SJEBdQtqyCT67JBgtrZHguajB7d0Bj95LRr53s9dD_3TTbnhS8ifOz4rormy76EyItY/s1600/Chnage+is+not+an+event.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisQBCWFgYVSMjRd5_xGCtYVylsneIXLR20eQU6fBk9pS1FPnjW4G-dAdAea5mMdIs1TcmP3kq1SJEBdQtqyCT67JBgtrZHguajB7d0Bj95LRr53s9dD_3TTbnhS8ifOz4rormy76EyItY/s320/Chnage+is+not+an+event.jpg" width="320" /></a></div>
multiple industries where change often occurs at different intervals.<span style="mso-spacerun: yes;"> </span>The healthcare industry is an example of
constant changes over the last 25 years. Every 10 years or so, the pundits tell
us the industry is going through revolutionary change. <span style="mso-spacerun: yes;"> </span>Yet, the industry continues to grow and need
our services.<span style="mso-spacerun: yes;"> </span></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Firms selling services in this market have learned how to
keep up by being connected to institutions and developing relationships with
leaders.<span style="mso-spacerun: yes;"> </span>Hospitals have gone through
acquisitions and mergers during this time.<span style="mso-spacerun: yes;">
</span>These changes alone have made it difficult to stay on top of who is in
charge of what.</span></div>
<span style="font-family: Calibri;">The oil industry is one of the biggest change agent
industries in the world.<span style="mso-spacerun: yes;"> </span>They make
multi-billion dollar investments on exploration that will not pay back for 20
years.<span style="mso-spacerun: yes;"> </span>They use a method called scenario
planning.<span style="mso-spacerun: yes;"> </span>Yet, there are firms in our
industry that stay connected despite the constant changes in oil and energy
markets.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Of course, there is volatility in other markets as well.
But, the examples listed above should suffice for the purposes of this
article.<span style="mso-spacerun: yes;"> </span>The butterfly affect in weather
explains how even the flapping of butterfly wings thousands of miles away can cause
disruptions in weather patterns here at home. <span style="mso-spacerun: yes;">What can cause disruptions in your firm and your firm's clients?</span></span></div>
<span style="font-family: Calibri;">Marketing services professionals respond to thousands of
clients requests each year.<span style="mso-spacerun: yes;"> </span>In a world
of constant change, they need to understand how and why those requests have
come to them.<span style="mso-spacerun: yes;"> </span>To be successful in this
climate, you need to understand the competitive nature of the markets your firm
works in, the corporate culture of the clients you want to work with and
internal strengths and weaknesses of your firm.<span style="mso-spacerun: yes;">
</span>In other words, you need to be connected.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Questions that need to be answered in order for you to be
really connected include: Can you see patterns in a story your client is
telling you?<span style="mso-spacerun: yes;"> </span>What is your firm’s mission
and how do you find common ground in your role as marketing services
professional?<span style="mso-spacerun: yes;"> </span>There is a cause and effect.<span style="mso-spacerun: yes;"> </span>What if everyone in your firm is not on the
same page?<span style="mso-spacerun: yes;"> </span>Some people in your firm
might not be clear about your purpose.<span style="mso-spacerun: yes;"> </span>We
are hard wired to have a need to have a purpose. You are the change agents
connecting your people to clients and often management to frontline staff. <span style="mso-spacerun: yes;"> </span>You must build bridges.</span></div>
<span style="font-family: Calibri;">When was the last time you thought of yourself as a bridge
builder. Bridges make life better when there are connections between two shores
with a body of water flowing underneath. <span style="mso-spacerun: yes;"> </span>What gives you the power and edge is the
ability to build bridges between people, people and clients, clients and
vendors and even clients and clients. <span style="mso-spacerun: yes;"> </span>The
world in turmoil flows underneath the bridges built by marketing services
professionals. When the dots have been jumbled by change, it is your ability to
connect the dots that will bring success to your career and your firm.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">In addition to bridge builder, you must be seen as an
advocate, seeker, counselor, interrogator and communicator. </span></div>
<span style="font-family: Calibri;">When you give clients perspective and guidance, you are also
giving them hope.<span style="mso-spacerun: yes;"> </span>Not the simple hope
that tomorrow will be a better day but the realistic hope that the project they
are planning will be a success with your firm at the helm.<span style="mso-spacerun: yes;"> </span>Do you look at yourself as someone who can
bring stability to your clients when things are changing all around them? </span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">When you work strategically with a client are you prepared to
ask, “What if and if then?”<span style="mso-spacerun: yes;"> </span>Vince
Lombardi is often misquoted as saying, “Winning isn’t everything, it is the
only thing,” when he actually said, “Preparing to win is everything.”<span style="mso-spacerun: yes;"> </span></span></div>
<span style="font-family: Calibri;">In a world of change, preparation is the key to success for
every marketing services professional.<span style="mso-spacerun: yes;">
</span>Improving how you connect with everyone will integrate preparation into
all of your actions.<span style="mso-spacerun: yes;"> </span>Integrated preparation with true connections
will build client trust and acceptance of your firm’s superior ability to
complete their project. That is an outcome everyone is looking for, even in a
world of change.</span><br />
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-14983098622096432452016-02-15T08:36:00.002-08:002016-02-15T08:50:34.290-08:00What Do Clients Really Want, Really!<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKUdwoefA9lnPQF2IO3iVG3wYRh8kzKbxeIfQ7rb1ZDJI-ILeybKVKzLUGvYHYabl_GQrirGyIybqyo_kjjXJi86VZP_jT7ahcc6bIv7w9ECFhpB7vLMbnPAinFJdJfmgDqKk9retKG-c/s1600/Maslowneeds%255B1%255D.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="224" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKUdwoefA9lnPQF2IO3iVG3wYRh8kzKbxeIfQ7rb1ZDJI-ILeybKVKzLUGvYHYabl_GQrirGyIybqyo_kjjXJi86VZP_jT7ahcc6bIv7w9ECFhpB7vLMbnPAinFJdJfmgDqKk9retKG-c/s320/Maslowneeds%255B1%255D.jpg" width="320" /></a>Every professional selling services in the industry seeks to
know what their clients really want. It
is essential for success. In fact, they
are almost guaranteed to lose business, if they don’t know. The problem is basic: We all deal with two
types of clients. We have entities like
owners, developers, institutions, agencies and governmental bodies. This type of client is only interested in the
specifications of their project or need.
They create elaborate requests for proposals with all of the scope of
work required. Some award low bid while
others accept responsible bids. Professionals
selling only to entities rarely achieve a 50% success rate, even if they are
bottom feeders of the low bid variety.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The second type of client is people working for the entity
and given authority to award contracts. What do these clients really want? Do not confuse this with need. This is not about Maslow's hierarchy. Professionals wanting to improve their hit
rates need to concentrate on these five wants:</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 37.5pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]-->1. Personal Success</div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 37.5pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
2. The Experience</div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 37.5pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
3. Company/Project Status</div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 37.5pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
4. Team Chemistry</div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 37.5pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
5. Family/Outside Interest</div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 37.5pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br /></div>
<div class="MsoNormal">
Obviously, the entity client is obligated to filter the
proposals and create a short list based on criteria that has been put together by
various affected committees, including users, finance and technical
departments. Therefore, professionals
wanting to win must begin discerning the human needs prior to the issuance of
an RFP. This process, if done correctly, can also lead to the contact asking for help in writing the RFP.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Can you describe what success means to each of the client
representatives you have contact with? This is not simply what success within the company looks like but what
personal success looks like. This often
requires deep investigation. Well worth
the time and effort. When you meet with this person you need to understand what
happened on previous projects. What was
the experience like? You need to know
how this person defines the experience. What kind of experience does your firm leave behind?</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Can
you see the leverage you would have if the person tells you the last project
finished on time but the experience was dreadful? Trust and the relationship you are building
will eventually reveal answers to this question and much more. Many trainers will call this the understanding of the client's pain.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
As you move forward with this person you begin to learn what
is coming up on the company’s radar.
What types of projects will actually be funded in the next five
years. Which projects are priority and
which ones could make or break the company or your contact. You can now start a dialogue as a trusted
adviser and suggest your client meet with a few people from your project team.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
After the meeting where your contact sees how the chemistry
between your team and his works, you dig deeper into the next project. In the meantime, you learn more about the
contact’s hobbies, outside interests and family. Perhaps you have children the same age as
your contact and you suggest a family-oriented outing together. Golf is always a possibility as well as
invitations to professional sporting events. The family/outside interests component could begin on day one and is not necessarily the last piece of the puzzle.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Another way to find out what clients really want is to check
off the things they don’t want.<br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-align: center;">
<span style="font-family: Calibri;"><strong>Clients don’t want to be taken for granted</strong></span></div>
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-align: center;">
<span style="font-family: Calibri;"><strong>Clients don’t want to be humiliated (low risk tolerance)</strong></span></div>
<div style="text-align: center;">
<strong>
<span style="font-family: Calibri;">Clients don’t want to be treated like an outsider (Different
than being taken for granted)</span></strong></div>
<div style="text-align: center;">
<strong>
</strong></div>
<div class="MsoNormal" style="margin: 0in 0in 10pt; text-align: center;">
<span style="font-family: Calibri;"><strong>Clients don’t want to live through a terrible project
experience</strong></span></div>
<div style="text-align: center;">
<strong>
<span style="font-family: Calibri;">Clients don’t want to experience “back door” approvals</span></strong></div>
<br />
</div>
<div align="left" class="MsoNormal" style="text-align: right;">
</div>
<div class="MsoNormal" style="text-align: center;">
<b style="text-indent: -0.25in;"><span style="font-size: 7pt; font-stretch: normal;"> </span></b></div>
<div class="MsoListParagraphCxSpLast" style="text-align: center; text-indent: -0.25in;">
<br /></div>
<div class="MsoNormal">
If you have not built a strong enough relationship with your
contact to allow him or her to give you approvals, it is not a good idea to go
around that person to a higher authority.
It will mark the beginning of the end.
You can ask if someone else needs to be part of the process. You can suggest someone higher up join you in
the next meeting. This could be a
reality check for your contact and result in positive movement on the
project. It could also reveal other
issues that have not been resolved. You can mend the problems that might be
associated with a negative response.
However, when you go behind the contact’s back, you might never see the
response coming.</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAxZPd7CFl82M5UDODu-WuwU3uyEcvVryyYh3E4zyZZmtvPmnnYwAg3RbSZpAXPTDseHoba0jggZCIwM90Iu5AihFIukdimdQ3n5aMGuHaa40lmoFcL-SKz8DY0i5GFPAo9_vn0I-_1RU/s1600/Chess2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAxZPd7CFl82M5UDODu-WuwU3uyEcvVryyYh3E4zyZZmtvPmnnYwAg3RbSZpAXPTDseHoba0jggZCIwM90Iu5AihFIukdimdQ3n5aMGuHaa40lmoFcL-SKz8DY0i5GFPAo9_vn0I-_1RU/s1600/Chess2.jpg" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
My firm was pursuing a multi-million dollar contact with a Midwest
university and we had made all of the right moves to win the job. Since the project was being run by the
medical center with the university in partnership, we worked on the medical
center contacts instead of our regular university contacts. We never saw the error until the short list
was to be announced. A leading
architectural firm was the lead because the medical center was in charge and they were respected by the medical center. They received a call the day before the short
list and were told to take our firm off their team or they wouldn’t be short
listed. We had 50% of the project and
lost it because we had not taken care of this client. The university client was upset they were not
in charge of the project, but she was upset with us because the last project we
had worked with her on was not a good experience. She didn't have authority to choose a firm but she had veto power on who would be interviewed. No one from the firm had taken the time to
learn about the issues. </div>
<br />
<div class="MsoNormal">
Finally, you need to remember you are dealing with people. People want to be connected, feel
appreciated, part of a team and needed. When
you learn how to cover these, your project hit rates will rise significantly.</div>
<div class="MsoNormal">
<br /></div>
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-7701917250790149392015-12-01T05:59:00.003-08:002015-12-01T05:59:58.023-08:00The Proven Method for Turning a Great Marketing Idea into Client Gold
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Have you ever given management a great marketing idea or
strategy and got turned down? <span style="mso-spacerun: yes;"> </span>In our
industry, it happens more often than you think.<span style="mso-spacerun: yes;">
</span>It is something that goes with the territory.<span style="mso-spacerun: yes;"> </span>It might have been the way you sold it.
Available resources often come into play.<span style="mso-spacerun: yes;">
</span>Your proposal could have been too far outside the box or outside of the
comfort zone management prefers to live in.<span style="mso-spacerun: yes;">
</span></span></div>
<span style="font-family: Calibri;"><div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEje8OVPz_HzDSlLiasyBSdB13kxQ2heZrFExs4pzR6OXLXMHrqtgJehCnhoVhDg3KblyM2cGk2XcZN69bMMaR6lWUZtY83XN1sjwHk2Vvjk23EWhTeMfTj91rpca6IHmaGJfGQKtZL4UcM/s1600/Einstein+quote.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEje8OVPz_HzDSlLiasyBSdB13kxQ2heZrFExs4pzR6OXLXMHrqtgJehCnhoVhDg3KblyM2cGk2XcZN69bMMaR6lWUZtY83XN1sjwHk2Vvjk23EWhTeMfTj91rpca6IHmaGJfGQKtZL4UcM/s320/Einstein+quote.png" width="320" /></a></div>
</span><br />
<span style="font-family: Calibri;">The bottom line is your idea is in the firm dumpster and you
move on to other things.<span style="mso-spacerun: yes;"> </span>However, something
happens when you debrief the client after losing this major project. The
competitor who was given the assignment happened to use the same idea or
strategy that you had pitched management on and failed.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">You could go back to management and tell them your idea won
the project.<span style="mso-spacerun: yes;"> </span>But telling management “I
told you so” won’t do anything positive for your standing in the firm.<span style="mso-spacerun: yes;"> </span>You have to drill down on the client’s
decision to choose the competitor.<span style="mso-spacerun: yes;"> </span>What
was it about the strategy that your firm was lacking?</span></div>
<span style="font-family: Calibri;">How did it improve their strength in that pursuit or
minimize their weaknesses?<span style="mso-spacerun: yes;"> </span>Did they
apply more resources to the pursuit than your firm?<span style="mso-spacerun: yes;"> </span>What did they bring to the presentation that
your firm neglected? Asking the right questions in a debriefing leads to the
honest answers you need to improve on your next pursuit. <span style="mso-spacerun: yes;"> </span>Your idea or strategy was the steak you
believed the firm needed to win this project and others.<span style="mso-spacerun: yes;"> </span>The competitor brought the sizzle to their
implementation while showing the client the steak. </span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Solomon told us in the Old Testament that “there is nothing
new under the sun.”<span style="mso-spacerun: yes;"> </span>Marketing services
professionals can believe their ideas and strategies are unique, but industry
competitors live in the same universe where ideas are the currency they use to
keep food on the table.<span style="mso-spacerun: yes;"> </span>When you have
something with a new twist that might be unique, you need to transfer your
passion to the management team.</span></div>
<span style="font-family: Calibri;">We need to go back to management’s comfort zone and your
living outside of the box.<span style="mso-spacerun: yes;"> </span>Your passion
is a good thing and probably the reason you are a trusted member of the
team.<span style="mso-spacerun: yes;"> </span>You must tread lightly when
working to get management to expand their comfort zone.<span style="mso-spacerun: yes;"> </span>Understanding the balance between risk and
reward is critical.<span style="mso-spacerun: yes;"> </span>They saw the steak
you gave them with your idea but they needed to hear the sizzle in order to
justify the risk. If the balance is not right, you will get burned by the
sizzle. <span style="mso-spacerun: yes;"> </span>Every marketing strategy has to
be client-centric.<span style="mso-spacerun: yes;"> </span>When management hears
the sizzle they are visualizing how it will sway the client.<span style="mso-spacerun: yes;"> </span>You believed your idea was the best way to
help the client and win the next project.<span style="mso-spacerun: yes;">
</span>Management didn’t see it that way.<span style="mso-spacerun: yes;">
</span>In the end, the client did.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Here are four keys to winning management approval for your
marketing ideas and strategies:</span></div>
<br />
<div class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 1.25in; mso-add-space: auto; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">1.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">Keep the client’s needs in the center </span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.25in; mso-add-space: auto; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">2.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">Qualify your firm’s services with solutions to
the client needs.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1.25in; mso-add-space: auto; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">3.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">Highlight the sizzle (client hot buttons) and
marinate the steak (don’t slap yourself on the back).</span></div>
<div class="MsoListParagraphCxSpLast" style="margin: 0in 0in 10pt 1.25in; mso-add-space: auto; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">4.</span><span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span>Create a
bold assessment of resources needed, including pre-proposal actions, proposal
documentation, and presentation talent and props. </span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in;">
<span style="font-family: Calibri;">Some trainers will talk about
client pain points. Some will emphasize client personal wins. When you keep the
client’s needs in the center you focus on the above as well as the needs of the
current project you are pursuing.<span style="mso-spacerun: yes;"> </span>In
order to win the project, you have to connect all of these. To one degree or
another, your idea/strategy probably did that.</span></div>
<span style="font-family: Calibri;">The bullet points you could use in
presenting your next idea to management could include:</span><br />
<br />
<div class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 1in; mso-add-space: auto; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">Client is risk adverse and this approach reduces
his risk</span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; mso-add-space: auto; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">A successful project will result in a promotion
for the client</span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; mso-add-space: auto; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">The project has four highly sensitive issues
(successful solutions to previous clients)</span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 1in; mso-add-space: auto; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">Our competition includes…</span></div>
<br />
<div class="MsoListParagraphCxSpLast" style="margin: 0in 0in 10pt 1in; mso-add-space: auto; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">There is potential for $1 million profit and a long
term client</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in;">
<span style="font-family: Calibri;">You proceed to tell the management
team this pursuit will use X services which reduces the client’s risk, creates
a successful project and we have completed X projects with the same sensitive
issues. History tells us our competitors will do…..</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in;">
<span style="font-family: Calibri;">Up to this point we are talking
about standard operating procedures for any marketing professional. The
resources needed for the presentation now become the critical point in selling
this idea. Do you need to build a model or create a video showing your
approach?<span style="mso-spacerun: yes;"> </span>Who needs to be on the
presentation team?<span style="mso-spacerun: yes;"> </span>Do you capture client
statements on video as you document your approach navigating the sensitive
design issues? </span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in;">
<span style="font-family: Calibri;">It is not the time to get bogged
down into the details but to paint the big picture of how important this
project is for the firm.<span style="mso-spacerun: yes;"> </span>Your passion in
filling in the big picture will ultimately expand management’s comfort zone
before you tell them the dollars it will take to pursue this project.<span style="mso-spacerun: yes;"> </span>If you have done the presentation right, that
question might not even be asked. </span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt 0.5in;">
<o:p><span style="font-family: Calibri;"> </span></o:p></div>
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-86514309321874111922015-10-06T09:13:00.002-07:002015-10-06T09:13:21.923-07:00Why Your Firm Needs to add SWAT to its Marketing Analysis
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgARTs2YGZqNBlF3xRDZl6TXYBA6jbQPzl2Ibqq-qmJklY1UQNiG02wErfWxY-l7gwyRpOtC6oTq8mND8scEKd8rzIO3sC9DgIYHxYh1L3j2Wse3BkRcVJ1Eqgo2eks1s5Iig2PrtYydA/s1600/SWOT.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgARTs2YGZqNBlF3xRDZl6TXYBA6jbQPzl2Ibqq-qmJklY1UQNiG02wErfWxY-l7gwyRpOtC6oTq8mND8scEKd8rzIO3sC9DgIYHxYh1L3j2Wse3BkRcVJ1Eqgo2eks1s5Iig2PrtYydA/s320/SWOT.jpg" width="320" /></a><span style="font-family: Calibri;">Professional services firms, including architects, engineers
and contractors have been using the traditional SWOT analysis to create annual
marketing plans that are effective in building business. This article is about adding SWAT to your annual marketing plan. Today your firm needs special weapons and tactics.</span></div>
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
</div>
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">What could be more straight forward than analyzing strengths,
weaknesses, opportunities and threats? The industry training I provide includes
modules on strategic sales and creating strategic marketing plans.<span style="mso-spacerun: yes;"> </span>Attendees peel back SWOT and learn to focus
on opportunities.<span style="mso-spacerun: yes;"> </span>It is easy to leverage
strengths and minimize weaknesses but examining opportunities is a more complex
process.<span style="mso-spacerun: yes;"> </span>By the way, threats are both
internal and external.<span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Strengths can become threats.<span style="mso-spacerun: yes;"> </span>For example, experts in the services you deliver
are often placed into the strengths column along with clients who are advocates of your
services.<span style="mso-spacerun: yes;"> </span>What happens when the expert
goes to work for a competitor?<span style="mso-spacerun: yes;"> </span>What
happens when your best client fires you?</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Every annual marketing plan should include a “Contingency
Planning” section.<span style="mso-spacerun: yes;"> </span>This is the section
where you need to be thinking about SWAT.<span style="mso-spacerun: yes;">
</span>SWAT stands for special weapons and tactics.<span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><span style="mso-spacerun: yes;">Here are the strengths listed in most industry marketing plans:</span></span></div>
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Completed
projects</span></b><br />
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Client
advocates</span></b><br />
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Experts</span></b><br />
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Depth of
Staff</span></b><br />
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Financial
strength</span></b><br />
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Geographic
locations</span></b><br />
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Services</span></b><br />
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Project
delivery</span></b><br />
<br />
<span style="font-family: Calibri;">If a client fired you because of a project delivery issue or
project team conflict, then they are no longer strengths.<span style="mso-spacerun: yes;"> </span>You might think this client will not impact
the project you are pursuing with another client.<span style="mso-spacerun: yes;"> </span>This might have been true 20 years ago, but
today with the internet and social media, your chances of pushing this under
the rug are nonexistent.<span style="mso-spacerun: yes;"> </span>You need
special weapons and tactics.<span style="mso-spacerun: yes;"> </span>You need to
have a contingency plan. This doesn't invalidate the entire plan. But it should raise a red flag for making modifications. Maybe it is time for SWAT.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">You have seen television depictions of SWAT teams in action
and find it hard to believe this would be needed to build business in your
firm.<span style="mso-spacerun: yes;"> </span>Think about what is happening when
a SWAT team is called to a crime scene.<span style="mso-spacerun: yes;">
</span>Each member of the team has specific responsibilities.<span style="mso-spacerun: yes;"> </span>They don’t just jump into a van wearing
special uniforms when the call goes out.<span style="mso-spacerun: yes;">
You might believe they bring calm to a chaotic situation.</span></span></div>
<span style="font-family: Calibri;">They have spent a lot of time training.<span style="mso-spacerun: yes;"> </span>SWAT never finishes training because the real
world sometimes presents problems whose answers can’t be found in any textbook.
Better said, SWAT’s job is to train today for scenarios and threats that they cannot
predict tomorrow.<span style="mso-spacerun: yes;"> Your business operates in the same world where textbooks don't contain all the answers and no one can predict what tomorrow will bring.</span></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The first special weapon your firm needs to use is your
annual marketing plan with contingencies.<span style="mso-spacerun: yes;">
</span>For most firms this isn’t a special weapon because they let it sit on
the shelf after it is produced.<span style="mso-spacerun: yes;"> </span>They don’t
make monthly or quarterly adjustments.<span style="mso-spacerun: yes;"> </span></span></div>
<span style="font-family: Calibri;">The next special weapon is market research.<span style="mso-spacerun: yes;"> </span>This is where your firm needs to mimic the police
SWAT team.<span style="mso-spacerun: yes;"> </span>Individuals on your team need
to be assigned specific tasks in the area of market research.<span style="mso-spacerun: yes;"> </span>Do you provide services to multiple industries?<span style="mso-spacerun: yes;"> </span>Then someone needs to be assigned to each
one.<span style="mso-spacerun: yes;"> </span>Someone should also be given the
assignment of researching competitors. <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>As they gather research, they need to develop
tactics that are related to the opportunities that become present.<span style="mso-spacerun: yes;"> </span>Opportunities that were not included in the
original marketing plan.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The contingency section should also include scenario
planning.<span style="mso-spacerun: yes;"> </span></span></div>
<span style="font-family: Calibri;"><div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUbI1KrICFgtXfsH1JALC1fWza8NENl6u9ag5e9D_0Omz6OqOOCMl-1RGlotJKYz9NfiF7a8Js1qe4I0iNxx4pCwIabvxwRvuq0WVwoVgtF6hVlhw2ZpNQ1hS-nau7hO2_3XLlluotL6A/s1600/Predict.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUbI1KrICFgtXfsH1JALC1fWza8NENl6u9ag5e9D_0Omz6OqOOCMl-1RGlotJKYz9NfiF7a8Js1qe4I0iNxx4pCwIabvxwRvuq0WVwoVgtF6hVlhw2ZpNQ1hS-nau7hO2_3XLlluotL6A/s320/Predict.jpg" width="275" /></a></div>
This is where you brainstorm
what happens when team experts leave the firm or your best client fires you. As
you go through your marketing plan you will discover other areas where scenario
planning would be useful.</span><br />
<o:p><span style="font-family: Calibri;"> </span></o:p><span style="font-family: Calibri;">Over the years, I have provided a lot of training in the
parking industry.<span style="mso-spacerun: yes;"> </span>I was at a roundtable
discussion once when a real estate developer asked me what would I do when
people no longer drove cars. He certainly was a forward thinker.<span style="mso-spacerun: yes;"> </span>My reply was that I would not be alive when
that day became a reality. As absurd as that question was at the time, it did
get me thinking.<span style="mso-spacerun: yes;"> </span>This is what the
contingency section will do for your firm.<span style="mso-spacerun: yes;">
</span>It might be next step in securing new business in a changing world.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<o:p><span style="font-family: Calibri;"> </span></o:p></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<o:p><span style="font-family: Calibri;"> </span></o:p></div>
Your firm can delve deeper into all the secret weapons and tactics needed in the 2016 marketplace by contacting me to discuss the in-house training in your next operating budget.Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-36345828375546532152015-07-21T05:49:00.000-07:002015-07-21T05:49:01.033-07:00The Role of Ego and Perfection in Marketing Pursuits
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">We all strive for perfection in our marketing and business
development initiatives.<span style="mso-spacerun: yes;"> </span>Proposals, for
example, can’t leave the office with typos or factual errors.<span style="mso-spacerun: yes;"> </span>The boilerplate that has been customized for any
client can’t include the name of the previous client who requested similar
services.</span></div>
<span style="font-family: Calibri;"><div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWGduJc6P8CaMl1V3yYpMIkeULb3Oe1Ax1oDv2LonfsJorRyG-xbO6t17spEO8OohFEp25j9DxMZSt6mxvP6-YzSpMsrHspnGksJ6SnMdFv_7LddX_u09L6yi-EICy5ayf4GSEUBmeDng/s1600/ImproveResults.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWGduJc6P8CaMl1V3yYpMIkeULb3Oe1Ax1oDv2LonfsJorRyG-xbO6t17spEO8OohFEp25j9DxMZSt6mxvP6-YzSpMsrHspnGksJ6SnMdFv_7LddX_u09L6yi-EICy5ayf4GSEUBmeDng/s1600/ImproveResults.jpg" /></a></div>
</span><br />
<span style="font-family: Calibri;">I have always been a words guy and not really a design guy
when it comes to marketing materials, including proposal submissions.<span style="mso-spacerun: yes;"> </span>There is a lot to be said about the people
who possess the ability to see the beauty in different design approaches.<span style="mso-spacerun: yes;"> </span>I applaud them.<span style="mso-spacerun: yes;"> </span>In fact, this is the reason a team is always
preferred in client pursuits. </span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">When the design gets in the way of the words, I have a
problem.<span style="mso-spacerun: yes;"> </span>How does design ever get in
the way of the words?<span style="mso-spacerun: yes;"> </span>Winning is the
bottom line of any pursuit.<span style="mso-spacerun: yes;"> </span>How a
proposal looks goes a long way toward whether it will be read or read
thoroughly.<span style="mso-spacerun: yes;"> </span>Office managers, senior
managers and other “approval-required” executives can get hung up on the look
rather than the content.<span style="mso-spacerun: yes;"> </span>When this
happens design gets in the way of the words.<span style="mso-spacerun: yes;">
</span>It slows down the creative process.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Perfection, therefore, can hurt your chance of success.<span style="mso-spacerun: yes;"> </span>We all fight deadlines in developing
marketing materials.<span style="mso-spacerun: yes;"> </span>Proposals have a
client deadline and our firms have internal deadlines based upon the client’s
deadline. Starting with the “go-no-go” beginning until we finish by putting the
required copies of the proposal into the Federal Express package, we are up
against the clock. Sometimes there are delays caused by multiple <span style="mso-spacerun: yes;"> </span>meetings to decide whether to pursue the
project.<span style="mso-spacerun: yes;"> </span>Although those meetings <span style="mso-spacerun: yes;"> </span>should develop at least an outline of the
content and design, it usually ends with simply a yes or no. <span style="mso-spacerun: yes;"> </span>The process of business development and
nurturing the client has given us our content.<span style="mso-spacerun: yes;">
</span>It has revealed the between-the-lines intel that is critical for
success. Marketing pulls this from the
database and words start to flow on the pages of our proposal. Success is challenged when perfection meets
management ego.<span style="mso-spacerun: yes;"> </span>The “we have always done
it this way” approach is not about perfection.<span style="mso-spacerun: yes;">
</span>In fact, it might short circuit valuable client intelligence, RFP
requirements and strategy.</span></div>
<span style="font-family: Calibri;">The request for proposals is contrasted with what we know
about the client.<span style="mso-spacerun: yes;"> </span>Graphics, design and format
become the focus.<span style="mso-spacerun: yes;"> </span>While some RFPs
include format and design requirements, it is not the rule.<span style="mso-spacerun: yes;"> </span></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">As content joins together with design and reviews take
place, perfection becomes the goal.<span style="mso-spacerun: yes;"> </span>When
you confuse perfection with the real goal of winning the project, your chance
of success declines.<span style="mso-spacerun: yes;"> </span>You know what they
say about “too many cooks in the kitchen.”<span style="mso-spacerun: yes;">
</span></span></div>
<span style="font-family: Calibri;">Vince Lombardi, the legendary coach of the Green Bay
Packers, is often misquoted with a statement about winning.<span style="mso-spacerun: yes;"> </span>He never said, “Winning isn’t everything, it
is the only thing.”<span style="mso-spacerun: yes;"> </span>He said, “ Winning
isn’t everything, preparing to win is the only thing.” </span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;"><strong>Preparation is the key to successful proposals.</strong></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">How often do you send out a proposal to a client you know
nothing about or a project that is not in your wheelhouse?<span style="mso-spacerun: yes;"> </span>Although there are circumstances where this
makes sense, it is not the rule for success. </span></div>
<span style="font-family: Calibri;">Therefore, we have a process that includes perfection.<span style="mso-spacerun: yes;"> </span>We commit to going after the project.<span style="mso-spacerun: yes;"> </span>We are prepared to put together the winning
proposal.<span style="mso-spacerun: yes;"> </span>Our team is ready to wow the
client during the presentation.<span style="mso-spacerun: yes;"> </span>All the
pieces must come together seamlessly. When do you say you have gathered enough
client intelligence?<span style="mso-spacerun: yes;"> </span>How many drafts of
the proposal are enough?<span style="mso-spacerun: yes;"> </span>Perfection in
these two steps of the process is a requirement and something marketing teams
will lose sleep over.<span style="mso-spacerun: yes;"> </span>However, the
weakest link in the process is the client presentation. </span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
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<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The principal-in-charge, senior officer or even the firm
president might take over this step.<span style="mso-spacerun: yes;"> </span>The
marketing team has created a storyboard of what needs to be presented, how it
should be presented and who should be speaking.<span style="mso-spacerun: yes;">
</span>It is all based upon the RFP requirements and client intelligence.<span style="mso-spacerun: yes;"> You slapped yourself on the back with the proposal and made the cut. The presentation is not the time to keep slapping yourself on the back. </span>Ego is not your friend when the team is
preparing for the presentation.<span style="mso-spacerun: yes;"> </span>On one
side you have a marketing team with the perfect presentation and the other a
principal with her own ideas.<span style="mso-spacerun: yes;"> </span>She
doesn’t like to rehearse because her style is to wing it.<span style="mso-spacerun: yes;"> </span>She thinks it might be a good idea for the
technical presenters to rehearse, but she has been over this bridge a thousand
times.<span style="mso-spacerun: yes;"> </span>She has hundreds of projects to
back up her claim. </span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The idea of multiple rehearsals goes out the door and
marketing is satisfied with one rehearsal that includes only part of the
presentation team.<span style="mso-spacerun: yes;"> </span></span></div>
Th<span style="font-family: Calibri;">e team is now in front of the client’s selection committee
and the principal starts the presentation. She goes off script and mentions
things other presenters are prepared to speak about.<span style="mso-spacerun: yes;"> It</span> would not be a fatal error unless she
says something that is the opposite of what the scheduled presenter was going
to say.<span style="mso-spacerun: yes;"> </span>That person happens to know this
client better than the principal and knows her misinformation has to be
corrected.<span style="mso-spacerun: yes;"> </span>But, you can’t call a timeout
during a client presentation.<span style="mso-spacerun: yes;"> </span></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Getting everyone on the same page is only one reason why
presentation rehearsals are needed.<span style="mso-spacerun: yes;"> </span>Team
chemistry is the most important.<span style="mso-spacerun: yes;"> </span>The
presentation shows the client the value and importance of each team member and
how they will function together.<span style="mso-spacerun: yes;"> </span>Team
confusion sends the wrong message to the client.<span style="mso-spacerun: yes;"> I have seen the enemy of perfection and the enemy is us. </span></span></div>
<span style="font-family: Calibri;">In marketing professional services winning is never the only
thing because winning can’t happen without preparation.<span style="mso-spacerun: yes;"> </span>We have to know when enough is enough.<span style="mso-spacerun: yes;"> </span>While the majority of firms in the country
have never experienced the scenario painted above, it can doom your ability to
win projects.<span style="mso-spacerun: yes;"> </span>Each step of the process
is vulnerable. <span style="mso-spacerun: yes;"> </span>Perfection therefore is
not one big thing, but a series of small things done well. </span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Always strive for excellence and the by-product will be
near-perfection.<span style="mso-spacerun: yes;"> </span>Management will
appreciate this because clients will award you more business.<span style="mso-spacerun: yes;"> </span>In the end, your most difficult task will be
getting some people to leave their egos at the door.<span style="mso-spacerun: yes;"> </span></span></div>
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-16177794833024181782015-05-20T13:12:00.001-07:002015-05-20T13:12:12.219-07:00The Art of Selling New Business: Turning Conversations into Information<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGk5-qU3IL6uopM5fY_E1v16_33lUAIvMKzKEr-UZlAILJzSQLyP68mlY1xECnOIRQa0EiCn05AQ1Iw19SevtvETckvkDUeo_xdKuBLICbD_2kyvGKhla9Gd9mzpa9tlyc8bx-FneISf0/s1600/Einstein+quote.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGk5-qU3IL6uopM5fY_E1v16_33lUAIvMKzKEr-UZlAILJzSQLyP68mlY1xECnOIRQa0EiCn05AQ1Iw19SevtvETckvkDUeo_xdKuBLICbD_2kyvGKhla9Gd9mzpa9tlyc8bx-FneISf0/s320/Einstein+quote.png" width="320" /></a></div>
<span style="font-family: Calibri;">Selling professional services <span style="mso-spacerun: yes;"> </span>has been defined as a combination of art and
science, with communications being the key element. How many times have you
planned the perfect client meeting only to leave the meeting without the sale
or client commitment to move forward?<span style="mso-spacerun: yes;">
</span>Communication might be getting in your way. <span id="goog_789988402"></span><span id="goog_789988403"></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">One of our biggest problems is not taking into account the
communication “noise”.<span style="mso-spacerun: yes;"> </span>You might not
have the undivided attention of your client. I am not talking about telephone interruptions
or knocks on the door.<span style="mso-spacerun: yes;"> </span>I am talking
about what is going on in the client’s mind while you are trying to have a
conversation.<span style="mso-spacerun: yes;"> </span>In my <strong>“Overcoming
Communications Barriers”</strong> seminar, I have a slide showing a client at his desk
with cartoon balloons above his head showing what is on his mind. He is
thinking about dinner with his wife, his son’s soccer game, the MLB baseball
results, his car needing an oil change, etc.<span style="mso-spacerun: yes;">
And, y</span>ou thought you were the most important thing he would be thinking about
today.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">When I first got into this business a sales trainer told me
the key to selling is getting the client more interested in buying than you are
in selling.<span style="mso-spacerun: yes;"> </span>This means make your
conversation less about your company and more about the client.<span style="mso-spacerun: yes;"> </span>Don’t confuse this with leaving out the key
reasons why the client needs your services. Since there isn’t a magic phrase
that will make a client want to buy from us, we need to look at how a conversation
can take us to the place where the client must buy from us.<span style="mso-spacerun: yes;"> </span>If you start with a problem he is dealing
with at the beginning of the conversation, it is easy to get the client to set
aside other things on his mind and focus on you.<span style="mso-spacerun: yes;"> </span>This is the art of selling.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Understanding how to lead a conversation will put you on the
path to gaining information that is critical for your success in selling the
client your services.<span style="mso-spacerun: yes;"> </span>Asking the right
questions is the first step.<span style="mso-spacerun: yes;"> </span>Everyone working
in business development or marketing in the professional services industry and
all other industries for that matter knows you need to ask open ended
questions. Yes and no answers are not the way to build a conversation.<span style="mso-spacerun: yes;"> </span>Here is an example (How to find a client
problem): <br />
“Did you know there are five critical areas of expertise needed to design (fill
in the blank with the client’s project)?<span style="mso-spacerun: yes;">
</span>Conversations are built on body language. Wait and see the client’s
reaction to your question.<span style="mso-spacerun: yes;"> </span>Use the
client’s answer and non-verbal cues to build the case for your firm.<span style="mso-spacerun: yes;"> </span>The conversation might continue with the
client saying, “Your expertise is great, but my problem is (blank).<span style="mso-spacerun: yes;"> </span>Now the client is helping you build the
conversation. You just learned a pain point you didn’t know before the meeting.
When you answer, you will have the client’s full attention.</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Your answer is simply, “Have you ever visited X.<span style="mso-spacerun: yes;"> </span>The client for this project had the same
problem you just mentioned and was initially concerned about using our
firm.<span style="mso-spacerun: yes;"> </span>We were selected not only because our team
had experience with the large design issues, but because we had innovators who
took care of the small issues that can slow down a major project.<span style="mso-spacerun: yes;"> </span>We built trust by assuring the client that
when you have a problem that no one has ever dealt with, you want us on the
team to create a solution. The project has received many awards since its
completion”</span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Your statement will generate a number of questions.<span style="mso-spacerun: yes;"> </span>It might reveal a competitor who is wired
into the project.<span style="mso-spacerun: yes;"> </span>It might reveal the
client’s problem is not what he just stated, but something different.<span style="mso-spacerun: yes;"> </span>The answer will allow you to continue the
conversation.<span style="mso-spacerun: yes;"> </span>You might follow up with, “I
understand how the problem you mentioned could impact the project, but is the
project a current priority? Has it been funded? When do you plan to start? Do
you have other people on your team working on the problem now or will you leave
the solution to the design team?”<span style="mso-spacerun: yes;"> </span>All of
these questions continue the conversation and allow you to gather more
information.<span style="mso-spacerun: yes;"> </span>Contact us if you would
like an in-house presentation, “<b style="mso-bidi-font-weight: normal;">Overcoming
Communications Barriers to Sell More Business</b>.” <a href="mailto:Tryst@businessdevelopmentpros.org">Tryst@businessdevelopmentpros.org</a> </span></div>
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<br style="mso-special-character: line-break;" />
</span>Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-50393739139650945272015-01-06T10:13:00.000-08:002015-01-06T10:13:46.395-08:00Will You Inspire Your Clients in 2015?
<br />
Over one hundred articles have been written examining the approach industry
firms take regarding sales, business development, marketing or the other
phrases used to describe how new business is secured. In fact, books have been
written on the topic and industry professionals keep seeking answers.<br />
<br />
For example, how does a firm with an impeccable record of service and
project delivery fail to obtain the key contracts? How does a firm with thought
leaders across a broad spectrum of service groups fail to win against firms
lacking these experts? It can’t all be assigned to luck—good or bad.<br />
<br />
It does point to the intangibles in the procurement process. Everyone
strives to work on an even playing field. We know the decision makers, personal
and business wins, personalities, buying influences, client history,
competition, and the client’s decision process. We also know our strengths and
weaknesses.<br />
<br />
And, whether we call the process marketing, business development or sales,
we know how to put a winning proposal and client presentation together.
Therefore, we should never lose. What happens when we don’t win?<br />
<br />
Don’t go back to the drawing board or rewrite your strategic approach to
client acquisition. Get ready to take differentiation to a new level. Inspiring
clients is the new cost of doing business. In the 1980’s this change was a
focus on quality. In the 1990’s it was about giving back to your community. The
focus is now on inspiration.<br />
<br />
Ask your team what they did to inspire the client. Winning business is often
personal. When you peel away all of the bells and whistles, buying decisions
are made by people for people. Most clients go into the selection process for
an architect or engineer with fear. Their job and reputation might be on the
line. The success of their company might be decided by the impact of this
project. They are mainly afraid because they believe anyone of 10 firms could
do the job but only one will remove the fear and make the experience wonderful.
Only one will inspire them.<br />
<br />
Art Linkletter hosted a program called, “Kids Say the Darndest Things.” He
could have included industry clients on that program as well. He might have
called it “Clients make the darndest decisions. “ A selection process for an
engineer or architect is rarely an apples to apples comparison. It might start
that way, but the ending is often quite different. Does your firm know how to
navigate when the selection turns personal.<br />
<br />
How can your team inspire a client? The end result is a client becoming an
advocate. The journey to advocate is not a straight line. You might start with
your thought leaders. How often do your thought leaders sit down with clients
(outside of a particular project or something billable) and brainstorm issues
impacting the client’s business or industry? Most firms shy away from this
because it might backfire. However, what is the value of an inspired client? It
is definitely worth the risk. Have your principals really gotten to know the
people who hired them? Caring about the personal outcomes of a client can be extremely
inspirational as a firm seeks to acquire new business.<br />
<br />
Understanding the outside elements that impact the client’s business or
industry create the framework for producing an inspirational presentation
instead of a cookie cutter PowerPoint that spends too much time patting your
firm on the back. The images of your presentation are the storyboard that
propels your story to the finish line of winning business. When it inspires,
you transform the mind of your client. It is not simply changing the mind of
the client, but creating a mindset that needs your firm to be part of the team.<br />
<br />
Some firms stumble upon this change by accident. Success over the long term
requires your firm to go deeper into client relationships. Inspiring clients is
now a cost of doing business. Is your firm prepared to pay the price?<br />
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-49753893496668943302014-10-02T09:10:00.000-07:002014-10-02T09:10:42.786-07:00Fishing for Clients: Is Your Net Big Enough?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTfk_iHL9EhA8EmEvwHsWnXv-hxz6GIogFr3N_E-rNiS_xiuxewgIGmjlVceUyTmlYv1hl1QrT4VcZz0NW4jyBzy1teMfmAPlKrY_W6S4AXyeZcl6KCFtOyW0ebmg1JwYDy6bAZmpB0Xc/s1600/Slide1.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTfk_iHL9EhA8EmEvwHsWnXv-hxz6GIogFr3N_E-rNiS_xiuxewgIGmjlVceUyTmlYv1hl1QrT4VcZz0NW4jyBzy1teMfmAPlKrY_W6S4AXyeZcl6KCFtOyW0ebmg1JwYDy6bAZmpB0Xc/s1600/Slide1.JPG" height="320" width="240" /></a><o:p><span style="font-family: Calibri;"></span></o:p><v:shape alt="Slide1.JPG" id="Picture_x0020_0" o:spid="_x0000_s1026" style="height: 150pt; margin-left: 1.5pt; margin-top: 30.8pt; mso-position-horizontal-relative: text; mso-position-horizontal: absolute; mso-position-vertical-relative: text; mso-position-vertical: absolute; mso-wrap-distance-bottom: 0; mso-wrap-distance-left: 9pt; mso-wrap-distance-right: 9pt; mso-wrap-distance-top: 0; mso-wrap-style: square; position: absolute; visibility: visible; width: 112.5pt; z-index: -1;" type="#_x0000_t75" wrapcoords="-288 0 -288 21384 21600 21384 21600 0 -288 0"><span style="font-family: Calibri;">
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<w:wrap type="tight">
</w:wrap></v:imagedata></span></v:shape><span style="font-family: Calibri;">Is your networking building business for you? How do you bridge the
divide between social media networking and traditional networking?<span style="mso-spacerun: yes;"> </span>Younger employees might dismiss traditional
for the allure of LinkedIn, Twitter and Facebook.<span style="mso-spacerun: yes;"> </span>A new, one-hour presentation is a compelling
journey through the maze of networking possibilities. Is it time you put networking
on your meeting schedule.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
Networking is a critical element for success in any
industry.<span style="mso-spacerun: yes;"> </span>It is something that is
hardwired into each of us.<span style="mso-spacerun: yes;"> </span>We were
networking as far back as elementary school.<span style="mso-spacerun: yes;">
</span>We have an inherent need to connect with people. </div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
John Naisbit is the world’s best known observers and analysts
of global trends.<span style="mso-spacerun: yes;"> </span>His first book,
Megatrends was published in 1980.<span style="mso-spacerun: yes;"> </span>He
coined the phrase "High Tech equals Hi Touch."<span style="mso-spacerun: yes;">
</span>He came to this conclusion long before social media.</div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigToRnBzYfBWGXhC9M2rbP79_3WzXrOxoa4yp_-cHoNK25d72sfpaJLJWptKg_1qmGwbs_82uZ5yZW4HqvTv7GWjOGibV6B9C9j9808X5BaHLk80_EIGo7Ed3ePxOw3jlKJ2-xA18fJ4g/s1600/Slide2.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigToRnBzYfBWGXhC9M2rbP79_3WzXrOxoa4yp_-cHoNK25d72sfpaJLJWptKg_1qmGwbs_82uZ5yZW4HqvTv7GWjOGibV6B9C9j9808X5BaHLk80_EIGo7Ed3ePxOw3jlKJ2-xA18fJ4g/s1600/Slide2.JPG" height="320" width="240" /></a><br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
While everyone is enamored with<span style="mso-spacerun: yes;"> </span>social media as networking heaven and are
attracting followers on Facebook, LinkedIn, Twitter, etc, this acceptance of Hi
Tech does not get us to Hi Touch.<span style="mso-spacerun: yes;">
</span>Naisbitt’s premise was that as our culture becomes more dependent on
technology, there will be an equal force causing us to connect more with each other
more.</div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
This is where the networking rubber meets the road.<span style="mso-spacerun: yes;"> </span>They don’t teach this in college or graduate
school.<span style="mso-spacerun: yes;"> </span>Effective networking is hard
work.<span style="mso-spacerun: yes;"> </span>It doesn’t have to be a baptism by
fire or trial and error.<span style="mso-spacerun: yes;"> Social media should work like a networking magnet, attracting people and clients to you. But this is only one step in your networking journey.</span></div>
<div class="separator" style="clear: both; margin: 0in 0in 0pt; text-align: left;">
Today, I want to take you on a journey that will open your
mind to the simplicity of networking and the value it can bring to your career.<span style="mso-spacerun: yes;"> </span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
How many principals and firm officers believe in the Golden Rule?<span style="mso-spacerun: yes;"> </span>He who has the gold makes the rules?</div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
This can be a curse when it comes to networking.<span style="mso-spacerun: yes;"> </span>The attitude this presents produces one
direction networking.<span style="mso-spacerun: yes;"> </span>It is almost a
clique type of networking.<span style="mso-spacerun: yes;"> </span>You start to
network only with people inside your cocoon. I don’t have time to go into the
psychology of this, but simply want to say that networking is not your father’s
climbing the corporate ladder.<span style="mso-spacerun: yes;">
</span>Networking today is like the Double threaded helix of DNA.<span style="mso-spacerun: yes;"> </span>It is more complex.<span style="mso-spacerun: yes;"> </span>To understand this we need to go back to the
beginning.</div>
<o:p>
</o:p><br />
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Where did the word networking come from?<span style="mso-spacerun: yes;"> </span>It is an ancient word that began as two words
net and work. It referred to the craftsman who put fishing nets together.<span style="mso-spacerun: yes;"> </span>What is the most important part of a fishing
net? There are different sizes of rope used for catching different types of
fish.<span style="mso-spacerun: yes;"> </span>But the most important part is the
connections.<span style="mso-spacerun: yes;"> </span>As the size of the rope
increases, so does the size of the knots that connect the rope.<span style="mso-spacerun: yes;"> </span>The knots have to be placed strategically
depending upon the type of fish.<span style="mso-spacerun: yes;"> </span>Too
much space between knots and your catch gets away.<span style="mso-spacerun: yes;"> </span></div>
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</div>
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Too little space and you catch fish that aren’t worth
keeping. You should look at your networking this way.</div>
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</div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
Let me use LinkedIn as an example.<span style="mso-spacerun: yes;"> </span>Your connections are called the first. If one of
your contacts is connected to someone, <span style="mso-spacerun: yes;"> </span>they
are 2<sup>nd</sup>.<span style="mso-spacerun: yes;"> </span>If that person is
connected to someone, the person is third and so on.<span style="mso-spacerun: yes;"> </span>The LinkedIn model is really based upon the six
degrees of separation. It feels good to be connected directly to 500 people and indirectly to over 100,000. Are these connections worth keeping? How many help you secure business? How many are really active on LinkedIn?</div>
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</div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
Is your network big enough or strong enough to capture the
clients you need the most.<span style="mso-spacerun: yes;"> </span>If not, how
do you build it?</div>
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</div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
I worked with a networking genius when I first got into the industry.<span style="mso-spacerun: yes;"> </span>He was the vice president of marketing and
hired me to sell services in the Midwest.<span style="mso-spacerun: yes;">
</span>His training program consisted of handing me a dozen project photos,
telling me to learn the names of company officers and stating I would do
fine.<span style="mso-spacerun: yes;"> </span>I did, but it wasn’t because of
that training program. It was because of the networking example he lived. He
told me to join some allied industry associations and that I had to get
involved.<span style="mso-spacerun: yes;"> </span>“You get out of it, what you
put into it,” was his motto. <span style="mso-spacerun: yes;"> You have to be active on committees and boards and not just attend meetings to hand out business cards. </span>This guy
was responsible for national sales for this engineering/architecture firm with
nine offices across the country.<span style="mso-spacerun: yes;"> </span>The
headquarters was in Chicago. He lived in St. Louis. He left his house Sunday
night or Monday morning and would return home on Friday.<span style="mso-spacerun: yes;"> </span>He spent a lot of time on the phone next to
binders of business cards.<span style="mso-spacerun: yes;"> </span>He was
successful because he kept in contact with people he met.<span style="mso-spacerun: yes;"> He knew people in every industry but concentrated on developers and commercial real estate. </span>On the outside, he met a lot of people who
were not in positions to help him.<span style="mso-spacerun: yes;"> </span>He
would help the people who needed it the most but deserved it the least.<span style="mso-spacerun: yes;"> </span>He was at a party in California playing
tennis with Paul Tagliabue, then commissioner of the NFL,( He was a habitual name dropper) when the conversation
of a new NFL stadium came up.<span style="mso-spacerun: yes;"> </span>Our firm
didn’t have any interest in it, but he knew an architect who worked for a firm
that designed stadiums.<span style="mso-spacerun: yes;"> </span>The architect
had also turned him down on a recent proposal. Tabliabue gave him the
particulars of contact people at the NFL team who would be looking to hire a
design team.<span style="mso-spacerun: yes;"> </span>Later that night, he called
the architect with the news.<span style="mso-spacerun: yes;"> </span>Fast
forward three years, Disney is getting ready to expand Disneyland. It will
include the largest parking structure in the world.<span style="mso-spacerun: yes;"> </span>The architect’s firm has been hired to
prepare a master plan and help Disney select consultants.<span style="mso-spacerun: yes;"> </span>Disney was not thinking about selecting a
specialty firm to design the parking structure, until the architect was called
and told about the facility we were doing for Universal Studios in
Florida.<span style="mso-spacerun: yes;"> </span>We were chosen to design the
parking structure at a fee in excess of $6 million or a project value in excess
of $150 million. Some would have called this luck, coincidence or chance. I believe that luck is when preparation meets opportunity. It could also be called Networking 2.0.</div>
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</div>
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
The moral to the story: Your network is only as good as the
trust you build with connections. You build trust by helping connections when
there is nothing in it for you.<span style="mso-spacerun: yes;"> </span>Clients
in any industry have an aversion for helping people who always come to them
with their hands out.</div>
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The complete presentation can be scheduled by contacting Tryst Anderson. The one-hour program can be completed over breakfast, lunch or dinner during a retreat, monthly meeting or in-house training class.Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-6470825761909061712014-08-25T10:17:00.000-07:002014-08-25T10:17:19.573-07:00Chasing Client Loyalty: How to Turn the Hunt into Profitable Business
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjofweOSLRt1GhlIVlCU7M-_9WtXHXQPrcqbNlodHAn1uSmOKW5s-dQKwJgKiK1MAHfMhAqLnTcTHNt6Mphl2pK6H-sBkpv9g3YKcMfUVLp6r9vxBh9nOwMe9qP2kGGbH7IHJzL3EcZzNA/s1600/Complex+to+simple.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjofweOSLRt1GhlIVlCU7M-_9WtXHXQPrcqbNlodHAn1uSmOKW5s-dQKwJgKiK1MAHfMhAqLnTcTHNt6Mphl2pK6H-sBkpv9g3YKcMfUVLp6r9vxBh9nOwMe9qP2kGGbH7IHJzL3EcZzNA/s1600/Complex+to+simple.jpg" height="213" width="320" /></a></div>
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The client chase just got more interesting.<span style="mso-spacerun: yes;"> </span>In a world of changing priorities, more
government regulations and musical chairs’ change at the top, our search for
client loyalty appears to be shifting once again.<strong> Are loyal clients an
endangered species?</strong> <span style="mso-spacerun: yes;"> </span>A training program I
developed two years ago, “The Paradigm Shift is Selling Professional Services”,
was a harbinger for these changes.</span></div>
<span style="font-family: Calibri;">Now this reality is sinking in for most firms.<span style="mso-spacerun: yes;"> </span>This is no longer a surprise attack. It can’t
all be tied to the economy or social media.<span style="mso-spacerun: yes;">
</span>It happens at most firms due to lack of comprehensive planning.<span style="mso-spacerun: yes;"> </span>Firms with a “we have always done it this way”
approach to business development and marketing are finding a shrinking client
base and more difficulty in acquiring new business.<span style="mso-spacerun: yes;"> </span>In other words, they are taking the “I want
to be forgettable” approach to client acquisition.<span style="mso-spacerun: yes;"> </span>Top of mind means you are unforgettable in
the clients’ thinking. How do you get there?</span><br />
<span style="font-family: Calibri;"></span><br />
<span style="font-family: Calibri;">What do business development professionals need today to
navigate the swamp that is the marketplace? What role does the firm play in
creating a navigation process that leads to success?</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">First, is your social media and web content acting like a
magnet to attract clients?<span style="mso-spacerun: yes;"> </span>Firing a
shotgun out of a window is a difficult way to hunt tigers. There is a lot of sound
and fury, but no results. Every hunter will tell you that it is always better
to have the prey come towards you rather than trying to track it down in its
territory.<span style="mso-spacerun: yes;"> </span>The prey can play too many
tricks when it stays within its comfort zone. <span style="mso-spacerun: yes;"> </span>There is always a sweet spot when it comes to
client acquisition. Understanding the sweet spot of every client is a good
start. It is only a start.</span></div>
<span style="font-family: Calibri;">It is one thing to get a prospective client out of its
comfort zone but another altogether to get your firm out of its comfort zone
when the hunt is on.<span style="mso-spacerun: yes;"> </span>There are too many
variables and behavior patterns that can cause us to chase the wrong client at
the right time and the right client at the wrong time.<span style="mso-spacerun: yes;"> </span>It can be about money, prestige, favors and
so on. “Our most loyal client just fired us,” was the tagline for an airline ad
a few years ago. The ad went on to show the CEO sending his top executives out
on the road to show clients they cared about them. Has your firm ever been in
this position?</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Expanding your comfort zone during the hunt requires the
following:</span></div>
<span style="font-family: Calibri;">1. Absolute focus on why this opportunity makes sense for
the firm both short term and long term.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">2. Although fee is a consideration, the decision can’t be
just about fee. Chasing a client solely for revenue doesn’t build enduring
relationships, remarkable work or outstanding companies. </span></div>
<span style="font-family: Calibri;">3. What will the experience be like, if the client hires you
for this project? Is there team chemistry? What is the client’s performance
history on other projects or with other firms?<span style="mso-spacerun: yes;">
</span>Do you share the client’s vision or do you even know what the client’s vision
is?</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">4. Can your team have fun and laugh with this client?</span></div>
<span style="font-family: Calibri;">5. Risk and reward considerations. What resources will be
needed? Do you have these in-house now or will you need to expand your
services?</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">If management keeps saying, “show me the money,” your firm
is not coming out of its comfort zone.</span></div>
<span style="font-family: Calibri;">Client loyalty is a two-way street. It is like respect, it
has to be earned. You can’t expect a client to be loyal, if you haven’t shown
loyalty yourself.<span style="mso-spacerun: yes;"> </span>If you haven’t gone
the extra mile in servicing the client. With that being said, you can’t expect
a quid pro quo just because you have serviced the client.<span style="mso-spacerun: yes;"> </span></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">When I headed up the national business development for an
engineering/architecture firm, the CEO <span style="mso-spacerun: yes;"> </span>at
a corporate quality meeting responded to a question about recognizing employees
for superior quality this way, “ Their recognition is their paycheck.” Firms
and project teams that believe providing good service is enough to ensure
client loyalty are treading on thin ice in today’s market reality. <span style="mso-spacerun: yes;"> </span>Loyalty then is in the eyes of the
beholder.<span style="mso-spacerun: yes;"> </span></span></div>
<span style="font-family: Calibri;">Every industry is under attack from healthcare to corporate
facilities to higher education and everywhere in between.<span style="mso-spacerun: yes;"> </span>Client competitors seeking to expand their
operations and start ups looking to create new opportunities which might make
your client’s products obsolete, all put pressure on our clients and their
loyalty to our teams. Throw in government regulations that impact the bottom
line and client loyalty is tested even more. You need to look inside the
industry dynamics your clients are facing and help them develop strategies for
strengthening their positions.<span style="mso-spacerun: yes;"> </span>A trusted
advisor is not easily kicked out of the boardroom.</span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Always remember, if you don’t have a seat at the table, you
are probably on the menu.<span style="mso-spacerun: yes;"> </span>Every firm
should take their business development and marketing staff through the proven
steps toward improving client loyalty.<span style="mso-spacerun: yes;">
</span>And, then don’t put baggage in their way as they move your existing
clients into the client advocate categories.<span style="mso-spacerun: yes;">
</span>Every CEO would agree that the world would be a better place if all
their clients were client advocates. There is no magic wand or secret formula
for securing client loyalty.<span style="mso-spacerun: yes;"> </span>It is a
mind set and attitude that pervades the organization from the top down.</span></div>
<h2>
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Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-80187190015596093212014-05-22T08:05:00.000-07:002016-09-27T08:18:57.159-07:00The Seinfeld Rules of Business Development<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">Jerry Seinfeld is one
of the wealthiest Hollywood stars mainly because he participated in a popular
sitcom about nothing.<span style="mso-spacerun: yes;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNNCT4GYwTt4k83tz6iI3TigVXkVBGbs4ZudMO-5fFh6C9e4JL0bKeYaAqSseEPsyORZasug0Yv-9SDfmdiKD3uf-mxBUPqQPsMSe_eM6yfYgQC7kW3jCMp0uFe6JgVC0265ZyqJXV7gQ/s1600/Seinfeld.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNNCT4GYwTt4k83tz6iI3TigVXkVBGbs4ZudMO-5fFh6C9e4JL0bKeYaAqSseEPsyORZasug0Yv-9SDfmdiKD3uf-mxBUPqQPsMSe_eM6yfYgQC7kW3jCMp0uFe6JgVC0265ZyqJXV7gQ/s1600/Seinfeld.jpg" width="200" /></a></span>Every producer has
a formula for making a profitable sitcom and none of them until Larry David,
the producer/creator of Seinfeld, thought they could be successful doing a 30
minute weekly sitcom about nothing.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">I am not saying that
because business development in professional service firms is the most
ambiguous business discipline your plan can be about nothing.<span style="mso-spacerun: yes;"> </span>Business development at a very basic level
must be defined in your firm and your people must know how it works. Since business
development is different in scope from everything else your firm does, it is
important to define it. For example, does everyone in your firm know the
difference between marketing and business development?<span style="mso-spacerun: yes;"> </span>Every firm in the country will benefit if they
understand and employ the Seinfeld Rules of Business Development. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">What are the <strong>Seinfeld<span style="mso-spacerun: yes;"> </span>business development rules</strong>?<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;"><span style="mso-tab-count: 1;"> </span>1.<span style="mso-spacerun: yes;"> </span>Just because it used to work doesn’t mean it
will work in the future.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;"><span style="mso-tab-count: 1;"> </span>2.<span style="mso-spacerun: yes;"> </span>Every leader needs a committed team.<o:p></o:p></span></div>
<br />
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<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;"><span style="mso-tab-count: 1;"> </span>3.<span style="mso-spacerun: yes;"> </span>Skill alone can only take you so far.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;"><span style="mso-tab-count: 1;"> </span>4.<span style="mso-spacerun: yes;"> </span>Rely on bold ideas to separate yourself from
the competition.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;"><span style="mso-tab-count: 1;"> </span>5.<span style="mso-spacerun: yes;"> </span>Sell a story people can relate to.</span></div>
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;"><o:p></o:p></span> </div>
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">Successful firms in
our industry have a deep understanding of all business functions and often try
to put the square function of business development into the round hole of other
business functions.<span style="mso-spacerun: yes;"> </span>Inherent in
successful business development is the ability to leverage all your firm’s
capabilities so a client will see success in selecting your firm. Not only a successful project, but also personal, team and organizational wins.</span><br />
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">The reason business
development efforts lose effectiveness over time is because most firms simply
keep using the same tactics that worked in the past for the challenges they are
facing today.<span style="mso-spacerun: yes;"> </span>Although there is a need
for old school thinking in a business development strategy, keeping tactics
because your don’t need to “recreate the wheel”, is the first step to
failure.<span style="mso-spacerun: yes;"> </span>If you understand the concept
of zero-based budgeting, you will understand my concept of zero-based business
development planning.<span style="mso-spacerun: yes;"> </span>Management has a
hard time forgetting what has worked in the past.<span style="mso-spacerun: yes;"> </span>Therefore, it takes a confident business
development/marketing group to move management away from proven strategies to
something new and different. When was the last time you took a bold business development idea to management?<o:p></o:p></span></div>
<br />
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">This brings us to the
second rule: Every leader needs a committed team.<span style="mso-spacerun: yes;"> </span>Jerry Seinfeld had an above average stand up
career before he took off with Seinfeld.<span style="mso-spacerun: yes;">
</span>Suffice it to say that he would not be worth $800 million today, if he
had relied on a touring standup comedy career. Although Seinfeld was about
nothing, the characters had depth and had interesting interactions between each
other. <span style="mso-spacerun: yes;"> </span>The actors were grood comedians
in their own right, but Jerry was the star. <span style="mso-spacerun: yes;"> </span>When the leader starts out with humility and is
not worried about who gets the credit, the team excels.<span style="mso-spacerun: yes;"> </span>The team is committed.<span style="mso-spacerun: yes;"> </span>The problem for firms with uncertain business
development success is a management and/or a business development team that is not committed or a
leader more interested in self-promotion.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;"><o:p> </o:p></span><span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">After Jerry Seinfeld
was committed to the show, Larry David could have sought out other highly
talented, established comedians to fill the roster.<span style="mso-spacerun: yes;"> </span>However,he understood that skill alone can
only take you so far.<span style="mso-spacerun: yes;"> </span>There is a
chemistry needed for success in business development as there is a chemistry
needed for comedy to work.<span style="mso-spacerun: yes;"> </span>Too much of
any individual ingredient spoils the whole thing.<span style="mso-spacerun: yes;"> </span>How is the chemistry working in your firm?<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">Does your firm promote
project managers to business development because they are good with
clients?<span style="mso-spacerun: yes;"> </span>Many firms do this and are
disappointed when goals are not achieved.<span style="mso-spacerun: yes;">
</span>Skills can only take you so far, especially when the skills are not
connected directly to business development or marketing. This is where training can reap huge results.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="background: white; line-height: 13.5pt; margin: 0in 0in 0pt;">
<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">In small firms,
marketing and business development might be managed by one person.<span style="mso-spacerun: yes;"> </span>It might be a firm principal rather than a
marketing services professional.<span style="mso-spacerun: yes;"> </span>Larger
firms are capable of supporting separate departments.<span style="mso-spacerun: yes;"> </span>These are the firms where team chemistry is
extremely important. However, even small firms need to look at the chemistry connection.<o:p></o:p></span></div>
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<span style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">Can you imagine when
Larry David pitched the network about a sitcom that was about nothing.<span style="mso-spacerun: yes;"> </span>The executives knew David and Seinfeld, but a
show about nothing, really.<span style="mso-spacerun: yes;"> </span>One
executive took a chance on 13 episodes and the rest is television history.<span style="mso-spacerun: yes;"> </span>Do you have a bold idea that is just as big,
but you are afraid to present it to your management.<span style="mso-spacerun: yes;"> </span>There are four things that can happen to your
idea: You sell it to management, it is successful and your firm profits.<span style="mso-spacerun: yes;"> </span>You sell it to management and they don’t see
your vision and vote against it. You decide not to sell it to management<span style="mso-spacerun: yes;"> </span>and nothing happens ( I mean even what worked
in the past no longer works).<span style="mso-spacerun: yes;"> </span>A
competitor comes up with the same idea, gets her management team to run with it
and they win the big project.<span style="mso-spacerun: yes;"> </span>Would you
even tell your management team you had the same idea but you were afraid to tell
them about it.<span style="mso-spacerun: yes;"> </span>Of course, if they turned
you down, you could say, “I told you so!”<span style="mso-spacerun: yes;">
</span>The latter is probably not a good response if you plan to work for the
firm for an extended period of time.<span style="mso-spacerun: yes;">
</span>However, if they turned you down, they might have a better appreciation
of your ideas and vision in the future.<span style="mso-spacerun: yes;">
</span>Follow the advice of Daniel Burnham, “Make no little plans; </span><span lang="EN" style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">They have <b>no</b> magic
to stir men's blood and probably themselves will not be realized. <b>Make</b> big
<b>plans</b>; aim high in hope and work…” Big ideas worked in Chicago.<o:p></o:p></span></div>
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<span lang="EN" style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">Finally,
the most important rule is to sell a story.<span style="mso-spacerun: yes;">
</span>For Seinfeld it was a story that average people could relate to.<span style="mso-spacerun: yes;"> </span>It wasn’t just New Yorkers who understood the
relationship issues between Jerry, George, Kramer and Elaine, it was everybody.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<span lang="EN" style="color: #4d4d4d; font-family: "arial" , "sans-serif"; font-size: 9pt;">Your
firm’s story is a little different. Your story must be one that a client will
invest in.<span style="mso-spacerun: yes;"> </span>If your firm has industry
experts, use them to tell the story.<span style="mso-spacerun: yes;">
</span>Tell project stories from the client’s perspective.<span style="mso-spacerun: yes;"> </span>Understand market conditions, how well your
firm is prepared for current conditions, your client’s industry and how the
client’s history is connected to yours. Then, tell the story.Nothing made Seinfeld the most profitable sitcome in history. The Seinfeld rules might be just what your firm needs to make its own history. When you make the bold step, please let us know how we can help by contacting us at <a href="mailto:tryst@businessdevelopmentpros.org">tryst@businessdevelopmentpros.org</a> </span></div>
<br />Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-6276467239351022882014-03-26T13:48:00.000-07:002014-03-26T13:48:34.447-07:00How Design Professionals Learn to Sell Services<div class="separator" style="clear: both; margin: 0in 0in 0pt; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQ2Nz_cr6Q8VcgEq1MA3FQhHIZ0rEv9Nd4WXYDUa7rBKYLGAW1-dUyeh6pLamSL1n4Fi1bNLPcaxT8Ks3GaOqw1ky__SmrkYe1RRpqWRoc-HwJnGHu_RjTqdTuVlBcfaflM0W-BpzIMDQ/s1600/MP900422778.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQ2Nz_cr6Q8VcgEq1MA3FQhHIZ0rEv9Nd4WXYDUa7rBKYLGAW1-dUyeh6pLamSL1n4Fi1bNLPcaxT8Ks3GaOqw1ky__SmrkYe1RRpqWRoc-HwJnGHu_RjTqdTuVlBcfaflM0W-BpzIMDQ/s1600/MP900422778.JPG" height="320" width="319" /></a><span style="font-family: Calibri;">Do you know any architects who grew up wishing they could be used car salesmen? <span style="mso-spacerun: yes;"> How about any</span> engineers or lawyers with a similar wish? <span style="mso-spacerun: yes;"> </span>As a rule, one reason people are drawn to professional services is because of their desire to be as far away from sales as possible.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></div>
<br />
<div style="text-align: left;">
<span style="font-family: Calibri;">As I was thinking about this dilemma in professional services, I remembered how Monster.com approached this subject. I was amused by their television commercial that showed children stating what they wanted to be when they grew up.<span style="mso-spacerun: yes;"> </span>It was a change from normal responses and included children who stated they wanted to become “Yes men and women,” “forced into early retirement”,<span style="mso-spacerun: yes;"> </span>and “avoid risk at all costs” to mention a few.<span style="mso-spacerun: yes;"> </span>The ad pointed out the reality of career choice decisions that often don’t turn out the way we planned.</span></div>
<br />
<span style="font-family: Calibri;">I have delivered messages to people living in a homeless shelter that talk about how nobody ever thinks they will grow up to be an addict, homeless, or broken.<span style="mso-spacerun: yes;"> </span>When we are young, we aspire for greater things, noble professions, and careers with substance. Then life happens and we are forced to expand our comfort zone.</span><br />
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<span style="font-family: Calibri;">People who aspire to be engineers, architects, lawyers or CPAs have passion for the profession and talent for honing the skills that are required to succeed.<span style="mso-spacerun: yes;"> </span>Selling, however, is not one of the attributes on top of the minds of people seeking a career in professional services. Can you name a school of architeture that has an elective course on selling professional services? Many firms won’t even use the word “sales”.<span style="mso-spacerun: yes;"> </span>They prefer to use business development or marketing, as if these two disciplines were interchangeable. <span style="mso-spacerun: yes;"> </span>Management understands the need to maintain comfort zones, if the professionals are going to excel at what they do best. However, the bottom line and billable hours usually trump these good intentions. </span></div>
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<span style="font-family: Calibri;">Architecture, engineering, and law schools don’t teach classes in selling professional services or marketing professional services because it is not integral to the services they are teaching.<span style="mso-spacerun: yes;"> </span>It isn’t because professionals don’t sell. In fact, changes in all of these professions have caused many more professionals to spend time selling.<span style="mso-spacerun: yes;"> </span>They didn’t sign up for it.<span style="mso-spacerun: yes;"> </span>Many inherited it.<span style="mso-spacerun: yes;"> </span>For others it was a management decision because a person was “good with clients.”<span style="mso-spacerun: yes;"> Selling isn't taught because it is not technically a needed skill to practice the profession. </span></span></div>
<br />
<span style="font-family: Calibri;">Today, most firms need their professionals to be proactive in nurturing clients and acquiring new ones.<span style="mso-spacerun: yes;"> </span>Does your firm have a sales training program like the one I discovered at an architectural firm I was consulting with?<span style="mso-spacerun: yes;"> </span>It was client-centric.<span style="mso-spacerun: yes;"> </span>Meaning that management wanted its project managers to get the next job from the clients they were currently working with.<span style="mso-spacerun: yes;"> </span>It was a goal without tactics or tools to be used by project managers to move the next project forward.<span style="mso-spacerun: yes;"> </span>Another firm came up with a plan to boost profits by having project managers spend one extra day cold calling potential clients when they were in a town working on a project.<span style="mso-spacerun: yes;"> </span>In theory, it was fantastic.<span style="mso-spacerun: yes;"> </span>The people who know the firm’s services the best, including some industry experts, simply call on clients similar to the one who is being visited and the projects will roll in.<span style="mso-spacerun: yes;"> </span>Unfortunately, the project managers didn’t buy into the idea and no one ever scheduled an extra day to do the cold calling.<span style="mso-spacerun: yes;"> </span>Management took a lot of heat on that one.</span><br />
<br />
<span style="font-family: Calibri;">This is an example of “give someone a fish and he eats for a day. Teach the person how to fish and he will<span style="mso-spacerun: yes;"> </span>eat for the rest of his life.”<span style="mso-spacerun: yes;"> </span>Management thought by empowering project managers to stay an extra day, they were providing incentive for project managers to sell more work.<span style="mso-spacerun: yes;"> </span>Were they given a template showing how to make contact calls?<span style="mso-spacerun: yes;"> </span></span><span style="font-family: Calibri;">Were they given instruction on how a cold call differs from a project meeting?<span style="mso-spacerun: yes;"> </span>Were they taught basic sales techniques and how to handle objections?<span style="mso-spacerun: yes;"> </span>Were they asked their opinion of the idea? The answers to these questions are no, no, no and are you kidding.</span><br />
<br />
<span style="font-family: Calibri;">Some people have an advantage over the majority who lack selling skills.<span style="mso-spacerun: yes;"> </span>Charisma, outgoing personalities and life experiences that included selling make it easier for some professionals to accept a limited role in selling. However, even the project executive who can sell ice cubes to Eskimos and is totally at ease in a selling environment still needs to be given some other tools.<span style="mso-spacerun: yes;"> </span>When your only tool is a hammer, every problem looks like a nail.<span style="mso-spacerun: yes;"> </span>After all, the Eskimo who was sold ice cubes might have really needed the refrigerator/freezer.</span><br />
<br />
<span style="font-family: Calibri;">Charisma, for example can go a long way, but might stall out when these selling issues come into play:<span style="mso-spacerun: yes;"> </span>psychological, personal, political, business outcomes, risk, reward, credibility and trust.<span style="mso-spacerun: yes;"> My</span> book, “Everything You Need in Selling Professional Services, You Learned in Youth Sports, describes the basics every professional needs to sell their services.</span><br />
<br />
<span style="font-family: Calibri;">The economy, global markets, government regulations and increased competition have created a new paradigm for selling professional services.<span style="mso-spacerun: yes;"> </span>Since the hallowed halls of higher education aren’t teaching courses in these disciplines, where do you go? Trial and error or baptism by fire are two options.</span><br />
<br />
<span style="font-family: Calibri;">Visit Business Development Professionals (<a href="http://www.businessdevelopmentpros.org/">www.businessdevelopmentpros.org</a> ) and see another answer.<span style="mso-spacerun: yes;"> </span>For many firms it is <b style="mso-bidi-font-weight: normal;">THE </b>answer because of the custom nature of its training programs.<span style="mso-spacerun: yes;"> </span>It might be your answer as well.<span style="mso-spacerun: yes;"> </span>The search is free and only takes a couple minutes of your time. </span>Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0tag:blogger.com,1999:blog-5118770943653073564.post-48727265930052170902014-03-18T14:08:00.000-07:002014-03-18T14:08:38.576-07:00Marketing Rules You Should Depend On<br />
<span style="font-family: "Calibri","sans-serif";">I believe in the leaky
bucket theory and 80/20 marketing rules in selling professional services. Many
of the younger professionals believe this is “old school” and not important in
today’s digital age. </span><br />
<span style="font-family: "Calibri","sans-serif";"></span><br />
<span style="font-family: "Calibri","sans-serif";"> </span><br />
<span style="font-family: "Calibri","sans-serif";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjybKsNRKV5kFx-Oqb6T6zyFYA-J8Ez881IzwEok7I_pzTr-GrWYX-kqjooER7iCggC_w7Ph4WSWIid3M0M8sKIAWmpGbUEL6G_ZeA9IRBzAI-ghXa95dX51FKcAToO2hAmvlSwp_di0Aw/s1600/Complex+to+simple.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjybKsNRKV5kFx-Oqb6T6zyFYA-J8Ez881IzwEok7I_pzTr-GrWYX-kqjooER7iCggC_w7Ph4WSWIid3M0M8sKIAWmpGbUEL6G_ZeA9IRBzAI-ghXa95dX51FKcAToO2hAmvlSwp_di0Aw/s1600/Complex+to+simple.jpg" height="213" width="320" /></a></span><span style="font-family: "Calibri","sans-serif";">If we lived in an ideal
world, all of our clients would be loyal and stay with us forever. In addition,
these clients would have new projects for us every year. Unfortunately, the
market doesn’t work this way.</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">Clients leave us for a host
of reasons. Sometimes it is our fault in the delivery of services or client’s
perception that we should have done more. Competition is another reason.
However, most clients don’t have a project for us every year. This dynamic is
the basis for the leaky bucket theory. </span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">We must be constantly
pouring new clients and projects into the bucket in order to grow the business
or at least maintain equilibrium with the clients that flow out through the
holes. When we understand this dynamic, we can take a careful look at the 80/20
marketing rule. The bottom line is that we need to find 20% of our business
each year in new clients. Since the cost of obtaining a new client is upwards
of 6 times the cost of keeping an existing client, we devote 80% of our
marketing resources to obtaining new clients. Although the percentages will not
be the same for every firm, it is safe to say that there are no firms using a
100/0 marketing rule.</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">Even in the age of social
media and technology these rules are still in play. If you disagree, please let
me know. That gets me to the point of marketing process. We all want to work
smarter not harder. Every firm needs to make effective client touches in order
to be successful in obtaining new business and seeing a return on their
marketing investment.</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">An SMPS LinkedIn group had
an interesting discussion centered on the question of how many client touches
are enough. One of the members questioned the need for client touches. <o:p></o:p></span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">He implied they were
something like window dressing that wasn’t needed if the client gave you his
personal phone number or you asked the right questions. There is a big
difference between maintaining continuity with an existing client and building
a relationship with a new client. Is a tweet a touch?<span style="mso-spacerun: yes;"> </span>How about liking something on a Facebook or
LinkedIn page?</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">A county executive once
asked me why I needed to know which local architects were in line for an
important project. I represented Walker Parking Consultants at the time and was
doing research on which architect we should team with. He said, “ You guys are
the best in the country. Teaming with any local architect is like rolling the
dice.” I replied, “If we don’t team, we won’t have any dice to roll.”</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">On one level touches are a
lot like rolling the dice. I think the member who downplayed touches only saw
them on this level. In practice touches are marketing tools like dice that
allow us to stay in the game.</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">Outside of the context of a
strategic marketing plan, a single touch doesn’t seem like an effective way to
fill the leaky bucket. Combined with a comprehensive marketing plan, client
research and a process, each touch brings you closer to top of mind with the
client. </span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">The magic number is simply
whatever it takes to win the client’s business. It might be three or it might
be 23. As you extend the number of touches there comes a point of diminishing
returns. First, firms don’t have unlimited resources so decisions have to be
made as to the value of pursuing a particular client. When in doubt, go back to
the marketing plan. Don’t forget the residual value touches have on other
clients you are chasing. Most client touches impact multiple potential and
existing clients.</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">Second, there has to be a
method to the madness of client touches. They aren’t something that sounded
good at the time the annual marketing plan was being developed. For example,
did you know all of the potential new clients and projects that were going
forward prior to completing the annual marketing plan? Probably not. Yet, the
plan is flexible enough to accommodate new entries. How many marketing plans
changed when the “dot com” bubble burst or the real estate bubble burst? Are
you prepared for the next bubble to burst?</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">In other words, if the
mission is to keep the bucket filled, you shouldn’t spend resources chasing
projects that aren’t going to happen.</span><br />
<br />
<span style="font-family: "Calibri","sans-serif";">This is why traditional
marketing theories and rules are still in play today. Social media is the great
connector of people. However, it is still what you do with the connection that
counts. More importantly, as far as new business is concerned, it is what you
do FOR the connection that makes all the difference in keeping buckets filled,
maximizing marketing resources and improving your return on investment.</span><br />
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<o:p> </o:p></div>
Insights for Career Growth and Successhttp://www.blogger.com/profile/08869108916100288244noreply@blogger.com0