Positioning With Advice
In the knowledge economy, your advice is what determines your value. Being in the advice business ourselves, we understand this value and we want to share with you how to use your value through a specific process.
Written Vs. Spoken
If you spent 30 minutes writing rather than talking to someone, here are the advantages you have:
- Your content can be used 1,000 more times.
- You appear much more credible. We trust writing more.
- You are able to be Googled.
- You are forced to think.
- You are better positioned for a next step.
- You differentiate yourself from your competitor.
Very few people will write. Thus, it is an opportunity for you to distinguish yourself. Having a content management site which brands you is a strategic enabler to look credible rather than be merely charismatic in speaking.
However, it is a hard habit to develop. Too often, we like to chit-chat and blow a half hour talking about things that will fade with memory quickly.
Examine this process map. It shows you how you must be vigilant and learn to be a different business person. It shows you how to bring much higher value and position yourself. Remember, if you are positioned well, selling becomes less necessary.
Next time you can bring value to someone because of your knowledge, stop your typical process of freely giving away your knowledge. Instead, leverage it and build your business and brand. Otherwise, you are just a person out there doing a lot of one-time talking.
Six Factors for Influence
As the pace and complexity of modern life increases, the reaction of customers to our business offerings has become more guarded. By understanding what causes people to comply, we are able to tune into why people are guarded and how to engage our customers influentially.
Rudiments
Robert Cialdini has researched and reported on our human condition as species of influence. We have all acted irrationally in various situations. Why people buy or comply with requests is not necessarily a methodical process. More often than not, it is a reactive and irrational response to those that know how to use the tools of influence. However, the average consumer has become more closed to being influenced because “we have created our own deficiency by constructing a radically more complex world,” as Cialdini proves out.
Six Influencing Factors
If you are asking the question, “How do I sell,” you are missing your audience. This has nothing to do with the thinking a customer has. You are a customer also outside your business. You are not asking how a vendor can sell you. However, if you can answer effectively and understand the building blocks for “Why People Buy” then you will grow in influence and results. Here are the six factors for why we comply:
- Reciprocation: This is a powerful force which triggers within people. The ease with which we receive catalyzes an impulse within people to reciprocate. If you learn how to add value first – something that truly is valuable to the customer – you will be able to influence from a person’s desire to reciprocate.
- Consistency: We do not live well with inconsistency from our self-perception. Learn to converse and connect with your customer in such a way where your value offering aligns with how they see themselves. We buy what we think we are. There are two variables in this discussion to observe.
- Social Proof: The power of testimonials either en masse or by celebrities affects our thinking about a product or service. Repeated studies have exposed how we follow the crowd and depend on their action as validation for our decision.
- Liking: Likeability is essential for influence. Without it, a person does not buy. People depend heavily on the stereotypes of appearance and association to draw conclusions about likeability. Much of this mechanism for influence lies in the visual.
- Authority: Credibility comes much from how a person’s authority is perceived. Do you communicate and represent authority on your product, industry and service?
- Scarcity: The perceived value of your offering increases with how much is available. There are a variety of implementations of this principle. In the Information Age, special knowledge can increase influence. Knowledge is the processing and refinement of information.
Communicating With Etiquette
In a constantly changing world of business, the mediums for communications have become wide and varied. As a business professional, it is important to not only be cognizant of the affect a certain medium has, but it is also important to lead by using them effectively. The following helps to focus and capture how and when to use the different options available today.
Tools For Connecting
“Communication is not what is said, but what is heard.” – Stephen Covey
The following tools inherently have benefits and limitations in their use. Master them accordingly:
Highly efficient to communicate quickly. Writing to get action from others makes this an ideal medium.
Assume anything you write lives forever in the digital domain. This can carry legal consequences. Furthermore, a lack of discipline in grammar because of the convenience can damage your personal brand.
Letter
This communicates formality. Paper still dominates t
he legal world. Transact using letters as a legal, formal or professional approach. A well- designed letter makes a perfect formal introduction to a new person with a well-designed sales approach.
Grammar needs to be attended to. Use www.whitesmoke.com as an aide to perfect grammar and spelling.
Fax
Fast letter delivery. Contractual and legal comm
unications honor this medium.
Quality is poor when received. At the least use a digital online fax service to send faxes.
Handwritten Note
This communicates a more personal tone and conn
ection. Like art, this medium has assumed more value because of its scarcity.
Cheap paper or cards can detract from the intent and damage a personal brand.
Pinger
This is a highly convenient method to drive on
e-way communications to people.
Leave short and focused voicemails. Too much detail is not appropriate for this medium.
Text Messaging (SMS)
This is no longer a hobby of teens. SMS do
es not interrupt the recipient like other mediums. Use text messaging to get an answer or make a decision quickly. The recipient can remain discreet and correspond with you.
Do not assume everyone knows teen shorthand. Remain professional, yet concise. You may not get an immediate response. If this is required, call.
Joopz
Having quick, short access to everyone without distu
rbing them is an advantage. You can do this from a browser or your Outlook to communicate to their cell phone. You can text an entire group quickly.
Some conversations need a phone call rather than incessant texting. Be aware of the difference.
Instant Messaging
Allows multi-tasking. A conversation drives forward increment
ally between the parties. The quick access to needed people resources is strategic.
You are interruptible and giving permission to your network to engage you. Use etiquette in starting a conversation and use the online controls to communicate your availability.
AudioGenerator
A highly strategic method for delivering both dire
ct and third-party endorsement and messaging. This elevates your positioning through a templated format.
Ensure this is presented with an easy way to hyperlink. The recipient needs to merely click and listen. Extra steps are cumbersome.
HelloWorld
Cutting edge video email which helps to
deliver expression and intonation by the sender.
Know what delivery you are sending – formal or casual. Both require different presentation.
Best Practices
- Own your communications
- Be aware of the consequence of each medium
- Ask, “How do I best connect?”
Solutions Selling
There are two steps to a solutions sale – discovering the need and delivering a solution. The first requires good questions and the goal is to understand. The latter is focused on communicating and connecting your solution to the problem you understood. Where there is no trust, there is no sale.
High Trust Interview
This is an interview focused on one goal with the decision maker: Understanding the need. If you can confidently walk away from the meeting understanding the need and all the issues, then this is successful. Good questions are required to discover the need:
- What’s important to you about the consistency of your code?
- What’s important to you about the partners you do business with?
- If you could change how your programmers’ code works today, what would it look like?
- What are your current coding standards?
- What frustrations do you deal with outside source code and internal source code? Do subsequent developers find it challenging to understand it?
Some questions for you:
- Do you want to do business with them?
- Do you really understand their pain and problem?
- Is there a fit between your solution and their problem?
- Is your solution more than just your product(s)?
You may be asked about your product. You are not there to talk features. You want to talk at a high level. Tell them you have a lot of solutions to offer, but your goal is to truly understand their need and you would like to make sure you have a full understanding and set up a second meeting with what you heard in writing.
“I really appreciate you sharing your challenges with me. I want to ensure I have captured what I heard. Would you mind if I brought something to you in writing and we meet next week at __________?”
High Trust Solution
You will want to have prepared a proposal speaking to their needs and what is important to them with your solution – product, services, relationship, along with quantity, etc. – and how you are a fit. This shows your care and understanding for their needs and builds the trust to become partners.
Document what you have heard and how you will meet their needs. Review this in detail then say, “Based on what I see, I believe there is a basis to move forward. Would you like to do this?”
Give a Free Prize
Your network loves to get something of value. This motivates them to strongly refer you to their friends. In an economy where attention is hard to capture, a strong incentive will allow you to become not only noticeable, but also create a network of people selling your services or product on your behalf.
Big Idea
Here is an idea that captures the concept of a free prize inside. Most people love free items that they would not normally spend on themselves. A dinner at a fine restaurant that a person may hesitate to spend their own money on is a great incentive. It is a luxury item that appeals to their desire.
In your newsletters or brochures, you can create an ongoing incentive program which appeals to this desire. Three Forks Restaurant in Dallas offers a unique type of gift certificate – gold coins. The presentation along with their renowned cookbook is a way to incent your network to refer leads. Be sure to be consistent and repetitive with your message. It is the attention of your network you are seeking.
Notes
- The presentation, not only the gift, is important
- Be clear about how your program works. Use numbers to outline the steps
- Remind people often
The Steps
- Capture the images and information for the Three Forks gift coins
- Place your message in your brochure or newsletter
- Specify these will be given when a sale is made with a person’s referral
- Create a way to get leads to you easily:
- Web site
- Web form
Enjoy and watch your business grow.
10 Critical Appearance Factors For Business
Human beings, by nature, stereotype. We do this as a means of making sense of our world. Our brains associate one object or concept to another. For example, look at these words:
- Volvo driver
- Plumber
- Gotee
- Catholic priest
- Lawyer
- Harvard
- Your mind likely conjured up an immediate association. Stereotypes are powerful and unavoidable. In business and life, the first impression you make is extremely hard to overcome. Studies have shown that, more often than not, people’s first impressions rarely change.
- As one observer noted, “People decide, then think.” People are not rational in their decision making. It is rarely a calculated and thought out process. It is one of immediate decision and then justification for their decision. This is how they feel towards you. They decide, then they think.
- As the speed of decision making has increased in the new economy, it is important to focus on the first impression you make. Here are 10 critical appearance factors that will allow you to project the stereotype of professionalism which I assume is true about you:
1. Business Professional Wear: Dark suits (navy and gray) project seriousness and professionalism. It is better to get a more expensive suit than multiple cheap suits. The threadcount is important to avoid wrinkles, prolong wear and promote comfort. Click here.
2. Shoes, shoes, shoes: Buy the best. Simply put. Shoes mark you. Click here.
3. Cufflinks (for men): Not only are French cuffs comfortable, they promote a show and style that communicates beyond your words.
4. Car: Get a car you do business with and can make deals. There are conservative and mid brands. The best brands for business are beyond utilitarian. They speak your success and professionalism.
5. Fitness: If you are overweight, your clothes will not do any good. People associate fat with lazy. Often they are right. Discipline your body and let it communicate your discipline for you.
6. Hygiene: Always have a clean haircut and appearance. Everything from your nails to your skin needs to show cleanliness. Defects stand out and distract.
7. Smile: Smiling effects conversations. Always smile. If you have chapped lips, keep them moisturized. If you have crooked teeth, fix them to get straightened. Always have good breath.
8. Computer: It is amazing how little business people pay for the most important tool they own. Get one that brands you and a bag that speaks professionalism.
9. Articulation: “Those that can express themselves in words that cannot be misunderstood have more power and more value,” Said Harry Beckwith. Communication is extremely important. How you talk stereotypes your intellect.
10. Posture: How you walk and stand communicates your confidence. Always look people in the eye and always sit and stand upright. Do an exercise and watch people walk by and see what judgment you make about them. You may be surprised how quick you get there.
Remember Machiavelli: “Everyone sees what you appear to be. Few really know what you are.” Don’t let your appearance undermine who you are. If you are conscience about what you appear to be, you give who you really are a better chance of being accepted in the light you desire.
3 Ways Not To Sell
Salespeople and business owners typically engage their customers by trying to sell. The customer does not want to be sold. The customer wants value. How do you deliver value? This article outlines what this means for your business approach.
What the Customer Wants
The customer does not want a follow-up call from you asking if he or she is ready to buy. They are not saying it, but they are annoyed by such approaches. Why does your customer buy? They perceive value? They buy on the following terms:
- When they want something
- On their timetable
- With people they
- Trust
- Like
- Perceive as valuable
- Salespeople typically try to persuade using charisma. Marketing people try to use advertising. Customers engage based on PR. Buy the book, The Fall of Advertising and the Rise of PR by Al Ries to learn more. In it, you will find that PR is credible as a medium. Advertising is dead and ignored as a medium. People want substance rather than showmanship.
True Value
Christmas is boring. We all have what we want and we go and buy what we want. Value in the new economy is intangible. In Love is the Killer App, Tim Sanders documents the three ways to connect and bring value to people in our world of too much. Here they are:
- Share Your Knowledge: What do you know? You can learn anything you want. Whereas information was scarce in the past, it is abundant today. The people who can turn information into knowledge are valuable. Become valuable to your clients by constantly growing through the books you read. Share your knowledge.
- Share Your Network: There are people you know that can help others. You may not be bringing them to the table to bring value. Learn to leverage your network and bring value to your customers. Become known as a resource. Your network is your net worth.
- Share Your Compassion: Do you care about your customer? Show it by not selling to them and bring value instead. What do they care about? According to Keith Ferrazzi, we all care about three things: our health, our wealth, and our kids. Bring value by speaking to these areas helpfully to your customer’s humanity.
Package your value through a PR Branding System which delivers your knowledge, your network and your compassion in a way that connects with your customer. It is a process rather than an event. It is hard work which is not optional in the new economy.
Want help learning how to position rather than interrupt people? Click here.
Positioning Through An Autoresponse Course
Selling is relationships. In relationships, we do not ask to get married on the first date. It has to be done through a process of building trust and likeability.
To expect a prospect to buy on their very first meeting with us or our website would be like asking them to get married. They feel a high sense of risk. They do not know you.
An autoresponse course is one way of connecting with the customer in a powerful fashion to build trust. They take a course based on your knowledge. It allows the customer to engage you and receive immense value.
This has to be done in a sequential and timely fashion, especially after the first meeting. This requires an autoresponse system. Such a system automates the communications process to the customer.
After securing such a system, you must do the following:
- Decide on a subject. It must be valuable to your prospective customers. For example, a computer services company could have a course on Managing And Protecting Your Information in An Unsafe World.
- List the topics you will teach. The number of topics will dictate the number of days for your course. So, for 7 topics, the prospect will receive 7 separate days of courses.
- Frame the course in the first lesson. Welcome your prospective customers and let them know what will be coming in the next several days of communications. Start the first lesson.
- Deliver valuable lessons. If your prospective customer is not eager and perceives value in the course, they will unsubscribe. Put yourself in the shoes of the reader. They initiated contact with you for a reason. What would be their pain or their problem they are seeking to address? Ensure your course content speaks specifically to this. Title and number the lesson to orient the prospective customer. Ensure each lesson ends with describing what the next lesson will be.
- Teach, inform and advise. Do not sell. Selling is for a different context and can repel your reader. Your goal is to bring value and position yourself through your expertise and advice.
Using this strategy creates a follow-up process to those buyers who have not committed to your products or services. Setting this up will take work and refinement, but it will serve your business well through automation of a critical function - follow-up with value, not selling.