Luzern, Switzerland & Woodstock, NY
Love more. Sell more.
@eriklarson77 @ShellyKramer @shonali
Erik, in A Sale Is A Love Affair I have a chapter, "If You Want Them To Believe It, You Gotta' Love It."
I think that plays a bit to your point, great products market themselves. Having said that, great sales skills can help from losing a few. "Keep it simple in marketing" can also mean that great products can paradoxically help your marketing process. After that, we almost always need to get face-to-face with prospects to convert them to customers. "Go deeper in sales."
Indeed, keep your products (and services) great! Thanks!
1 week, 2 days ago on Keep It Simple In Marketing. Go Deeper In Sales.
@Shonali @Karen Swim @Greg Brooks @wittejoe @lisagerber
Shonali, this has been a long, hard lesson for me to learn, too. I tend to be a talker, a presenter, a storyteller. Yes, there is a time for that, but I also catch myself sometimes, and that little voice in my head says, "You've been talking for 90 seconds. Slip in a question!"
I don't think I've ever regretted doing so… while I HAVE regretted letting myself, if I may, wax lyrically :-)
1 week, 3 days ago on Keep It Simple In Marketing. Go Deeper In Sales.
Shonali, delighted to do so. Let's set up a time, with the time difference, during your morning.
How did I end up in Luzern? A woman brought me here, and kids keep me here :-)
@JoeWitte Hi Joe,
I agree that we have to know more about our prospects' problems and solutions than they do. But I also believe that our solutions will be accepted more readily when we diagnose before we prescribe.
One way to do that is to say, "We've done our research, and KNOWING WHAT WE KNOW RIGHT NOW, we have a few potential solutions. We'd like to explore a bit more directly with you before prescribing one way or the other."
If you don't, you could prescribe something they don't have the budget for, when they could start slowly with a smaller budget. But if you prescribe too big too fast, the prospect may balk, and then you're not starting optimally.
This is true in marketing solutions as it does to financial solutions to broadcast rights, etc. Is IT really so unique? While salespeople like to say, "Our business is different; those best practices don't apply to our industry,
So why not say, "We had a client with a similar situation as you, and we handled it this way. But we'd like to explore a bit more because we know you're unique..."(?)
I firmly believe that prescribing before listening does not build trust… and trust is our most valued currency.
I've been doing some of that, but Points 4, 5 and 6 are golden. I will work that in. Awesome stuff.
1 week, 3 days ago on Media Relations: Increase Your Search Engine Optimization
P.S. I'm happy to "go deeper" and learn about any European travels you may have on the horizon. Happy to share some of my experiences here!
2 weeks, 2 days ago on Keep It Simple In Marketing. Go Deeper In Sales.
Delighted to be here, Shonali. Thanks so much, and keep spreading the love...
The truth is it's not you, it's you. (I'm so glad I don't have to look at you plural as I write this.)
Anyway, thank you (plural) for everything. See you (ibid) on Mugbook. Hugs...
1 month, 4 weeks ago on Gin and Topics: Farewell, Lindsay Bell
Thanks, Shonali. I shall send your post to all those new appearances in my inbox. This gives new meaning to quality over quantity: content marketing.
2 months ago on When Content Marketing Lets You Down
@Shonali @JackVincent Indeed, Shonali, especially since the SpinSucks folks know me as the Love Affair guy :-)
2 months, 2 weeks ago on The Spin Sucks Inquisition: Shonali Burke
Typo… nice to meet you :-)
@ginidietrich @JackVincent Gini, I thought you knew me better than that, with all my crappin' on about love affairs and the like...
Love this post. It's human. It's nice to need YOU, Shonali, in a more closeup setting, as I often check out your blog and see you elsewhere.
I love the vulnerability, too. I'm becoming a bit cynical with bullet-proof personas online. There can be no Hero's Journey without struggle, right?
So now, about New Orleans...
@mattevs @JackVincent I personally don't answer RFP's in certain/many situations. If they come "out of the blue," I insist on meeting with the managers who will need the work done directly, and even then I have my radar up as to if they might just "using me" (yeah, like dating!) to be able to tell management they looked at x number of vendors, or if they have an incumbent and they're just trying to learn off my unfilled time.
Even then, I recommend doing your best to get the customer involved in building the solution, or at least reviewing your work in several phases and providing direct feedback. You should gladly do the work of modifying when they're reviewing and commenting.
In my case, I'm happy to compete against others; that's reality. But we must be qualifying at every step. It's so easy to answer every RFP, but losing deals is energy draining and karma draining, especially when you see the writing on the wall in retrospect.
2 months, 2 weeks ago on Skin in the Game and the Art of the Next Step
@mattevs @JackVincent Sad that we've divided Toastmasters Europe into north and south, although we had to due to the growth.
I won't go to Borås in May, although I would love to. I've booked for Porto and will probably give a workshop. Maybe I'll come north for the fall conference.
@mattevs Good points, Matteus.
Indeed, it's not that we ask the customer to do all the work. It's incumbent upon us to do much of the work. But getting the customer to invest in the next steps is a good indicator of how you should budget your time, and it's also a tactical tool for keeping them involved in working with you. Often, they want to, but they get distracted, and that could lead to disinterest.
On the point of proposals, there's a chapter in A Sale Is A Love Affair, "The Best Proposals Don't Propose." They confirm what's been agreed. Try to keep them engaged in the process, because we, as humans, more often buy into solutions that we've contributed to.
Thanks for your comments, and hope to see you in Sweden… when the weather gets warmer :-)
Love it. We can beat the giants, yes, we can.
2 months, 2 weeks ago on Growing a Business: The Jump Shot Strategy
@LauraPetrolino Laura, of course I think it's a fantastic analogy, too… and not because I wrote it, but because of what drove me to write it, which, if I may, is in Chapter 5, "And So It Blossomed."
I won't tell you the chapter here, you'll read it :-) but…
… when the idea hit me, the title came simultaneously. OK, such is the creative process. But then I could not get the idea out of my head. It "charmingly haunted me" for 18 months, and so I knew I had to go through the painful, yes, painful process of writing the book.
Hmmm, charmingly haunted. That damn idea was FLIRTING with me… and I fell in love with her...
@belllindsay LOL, Lindsay. And it's the same in a sale. "OMG, she just left me a voice mail." It takes your breath away, doesn't it?
Voice mail, answering machines, carrier pigeon. Both love and sales are timeless. Title to Chapter 8: "Love Is A Survival Instinct. Sales Is A Survival Activity."
@Eleanor Pierce Eleanor, when I was "out there in the dating market," I was in the space of coach and be coached. I asked a lady friend of mine, "When I'm trying to get a second date with (a woman), if I err in my follow-up frequency, should it be a little too much or a little too lithe."
Without hesitation, she said, "A little too much."
I think this applies to following up with prospects, too. And now I wish I remembered to put this in the book.
That's probably the biggest problem I had in finishing the book. There were infinitely more anecdotes and parallels I could've included in it!
If your Friday recipe exchange involves RecipesSuck, I'm sure that'll be a winner!
4 months ago on Things to Do While the Boss is On Vacation
@LauraPetrolino @JackVincent Waddya'mean "know the truth," Laura? You're not another one of those grown ups that are going to try to sell me that idea that Santa's not real. No! No! No! I won't believe it. I won't grow up. I won't, I won't, I won't!!!
(My wish-I-was-a-kid way of agreeing with you. Yep, pretty remarkable.)
4 months ago on Santa, the Communications Pro
As a former sponsorship sales guy, I think Coke should pay the North Pole much more the next time the contract comes up for renewal.
Love it. And the brand evangelists are pulled in at an early age, and never stop believing in the beauty of the story...
@MartinGBEdwards @JackVincent Martin, I'm the expert at aspiring to balance, and the amateur at doing it. That's human. Power on, guy!
4 months, 1 week ago on How to be Honest Without Wrecking your Business
@Danny Brown @JackVincent Danny, thanks and… here's my imperfection and current struggle :-) The draft I sent you still had some typos and stuff that could be expressed better. It's been cleaned up twice since then. Let me know if you want to bang on with what I sent, in which case, "be aware of the struggling hero." :-) Or, if you haven't started, and I'm cool with that, I'll send you the latest.
4 months, 1 week ago on Balancing Your Autobiography
Absolutely, Martin. Authenticity and honesty… the bedrock of our business. Love it!
Love it, Danny.
What I'm finding more effective when talking about, um, me, is not to run through all my glorious successes. Rather to talk about how things that I struggled with, and how I ultimately turned them into something great or even just a little better.
Success after success is not compelling. It's not compelling. People are more engaged by the struggle before success, The Hero's Journey, which includes a couple of failures along the way, than they are with just the glorious destination. If an autobiography is a story, then make it heroic. Heroes struggle.
Now I'd better struggle along with some work to finish before the holiday. Have a happy one!
I so much agree that no amount of PR can change Uber. That would be would be the classic example of putting lipstick on a pig.
5 months ago on The Uber Issues Cannot Be Fixed by PR
@belllindsay @ginidietrich @TracyRedefined Lindsay, way back when EZPass was introduced (bridges and highways in northeast, anyway), I first thought, "What if somebody steals my EZPass in the early afternoon, crosses the bridge, gets off at the exit, murders someone, comes back and puts the EZPass back in my car…?
5 months, 1 week ago on Anonymous Social Media: Why You Shouldn’t Participate
@Randy Milanovic Love it, Randy.
I've journeyed from journalist to marketer to sales and back to journalism/writing.
You have made my day!
5 months, 1 week ago on Is It Time to Trade Your Blog for a Newsletter?
@Danny Brown @JackVincent Boom!
@ginidietrich @JackVincent You haven't sat with Ken Jacobs and me at the same time. We bring out the, um, best in each other.
I really like the point about removing the temptation to tailor your website around search engines instead of people. Trained as an editor in university, and before becoming a marketer in my third job, we journalists had it drilled into our heads: "Know your audience... and write to their hearts, as much as their minds."
I feel it's stronger to resonate with MY readers and hope they share or talk about me than it is cater to the search engines who might deliver numbers. If my content doesn't impact those new readers, I don't believe they'll become qualified leads, anyway.
Great post. Although I claim to have thought about this already, this is a simple message… and simplicity is memorable and actionable. Very valuable, Randy and Danny. Thanks!
I simply can't trust any online platform to maintain my anonymity. Whether it's the technology or another user being motivated enough to figure out who I am.
Besides, I'm offensive enough in open forums, anyway :-)
Great post, Shonali with great points. I like Lisa's point that if we don't have our own blog, we might be looked over when prospects look for supplier-partners.
I know a lot of people sharing other people's material on LI, etc., but when they combine that with their own creation of material, it seems to have much more impact, at least IMHO. It brings some level of thought leadership with frequency.
Good food for thought, here. Thanks!
5 months, 1 week ago on Is it Shortsighted Not to Host Your Own Blog?
"Imitation is the sincerest form of flattery," is a healthy way of looking at Point 1. Thanks also for pointing me to Alisa's post.
5 months, 2 weeks ago on Monday Roundup: Blogging for Veterans
@Danny Brown @JackVincent I'm actually doing better with the spouse/partner since I've been using my sales tools with relationships… and vice versa. That's what my book's about, and I think you'll get it in a NY Minute.
Let's have that chat. I'm happy to call you at a convenient time. With my Euro time zone… one of your mornings.
5 months, 3 weeks ago on Are We In Danger of Losing the Right to an Opinion?
It's all about love, baby.
It's a bit like having an argument with your spouse, partner or important friend/family member. You can escalate it and win the argument while damaging the relationship. Or you can acknowledge it, get to the root of it and find a solution while strengthening the relationship.
Too often brands are listening to their lawyers who get paid for escalation and confrontation. Instead, brands should be saying, "Thanks for your recommendation, counselor, but we're the brand, and we're going to do what's best for our relationship. We're going to engage with the critics."
Just my opinion, but being confrontational is almost never good for the brand. Engaging and resolving, on the other hand, is good for the critic AND for the brand.
@DallasK @belllindsay I agree, and actually believe that, paradoxically, firing IS compassionate… for the HIGH-PERFORMERS. (Sorry about possible over-usage of "paradox," Lindsay :-) )
Negligence is not firing politicos and not trying to help the non-performers (before firing them if they can't deliver on the mission).
Your high-performers will most likely leave you if you don't take the lead with such difficult decisions, so why lose the good and keep the deservedly bad?
Consistent with Dallas, I once fired a pretty good sales guy because his toxicity was threatening to become more damaging to the greater good. My team appreciated it, and we kicked proverbial ass in the marketplace.
5 months, 4 weeks ago on Protect Your Corporate Culture by Hiring Right
@belllindsay @JackVincent Indeed, that's a paradoxic, isn't it, Lindsay?
Years ago I read that the most creative advertising comes from "tight briefs." (Don't let your mind wander, even though mine always does!)
And perhaps that's a good parallel to make re. Etsy's recruiting. Their process is rigorous and tight… their down-to-earth, grass-root'sy culture is all part of a master plan. Hire high-performers, indeed, but also those who can live the brand.
I'll send your congrats on. I'm wickedly proud of her… long before her hiring. She's a winner, a great working mother... and a great niece.
Sometimes it's the people with the least means or the greatest adversity who accomplish the most, and they're certainly the ones who are the most inspiring.
Sometimes I wish my childhood were tougher. But only sometimes.
Paul McCartney said John Lennon's genius and his drive came from his troubled childhood. Then Paul said (and I paraphrase), "Do I think that John was more talented than I? Absolutely. Would I take his childhood for it. No. And that's the real reason I respect him so much."
Very motivating story, Danny. Hawking is an example for the ages.
5 months, 4 weeks ago on The Little Boy That Could (Or Why We Need to Make What We Do Brilliant Every Time)
This post is so important! I watched a company decay and literally go out of business because of poor hiring. But I shall steer this to the positive.
My niece was recently a candidate at Etsy, at their newest, smallest office in Hudson NY. The interview process consisted of about ten meetings over a month. Toward the end of the process, she said, "Not one of these interviews was wasted. Each person knew of my previous meetings in detail." She got the job, and she absolutely loves it, the people and the culture.
Love it. I'm a Hero's Journey freak.
It's not a story if it doesn't have a conflict and plot, and that's where the antagonist comes in. I recently read that your protagonist is only as interesting as the antagonist makes him/her.
Then what makes it meaningful, in most literature, is theme. That's where revelation and transformation help in putting it all together… putting the theme together.
And… I'm an absolute Harry Potter freak. JK Rowling wrote seven long books… 1.080,000 words to say three: "Love conquers all." Yet, she didn't waste a word.
6 months ago on The Five Parts to Brand Storytelling Nearly Everyone Misses
@ginidietrich @belllindsay I believe any skill can be honed… but the motivation has to be there to DO it. Often what holds us back from learning a new skill is the discomfort of doing, knowing it won't be perfect. But that's where SKILL (vs talent) is developed.
So, paradoxically, I agree with Lindsay. Some people won't ever learn how to tell a good story, but not because it's not within their reach :-)
Even THIS headline is compelling. And then the you deliver on the promise, too ;)
6 months ago on How to Write a Compelling Headline
@Eleanor Pierce @biggreenpen Great post… and great comment thread here!
We've all been guilty of complaining about clients… myself included. Then I went out on my own, and I can honestly say, I started WORSHIPPING my clients… LOVING them.
Then I went "back in from the cold" and rejoined an agency, and I preached this "love" thing every day. I'm all for positive reinforcement, but it's even better when straight talk is part of the culture, too. So I would often say, "You don't love your client? Cool, but go out on your own for six months, then tell me how you feel."
Don't want to sound holier than thou or perfect. In my worst moments, I still can be heard saying, "WTF." But I catch myself, and try to reframe. We can be "disappointed" with our clients, and we can be "surprised," but we MUST respect them, and then drill down on why they're doing what they're doing. That's not complaining. In fact, that's still love, in my view. "Sometimes I'm disappointed, baby, but where would I be without you? Let's work on this." :-)
6 months ago on Voice and Tone in Internal Communications
Love it, Danny. After my spiritual journey of a decade ago, I told myself, "I am not the greatest, and I can not have it all. But I can be great, and I'll have what I need." Your post reinforces that.
6 months ago on What We Want Versus What We Need
I bet the drag queens are hoping they can be as radical as the kids!
6 months, 1 week ago on Gin and Topics: The Kids are Dancing
This is so true, it hurts! When people used to take photos of me, I would tilt my head up/back and smile, sometimes with my mouth open. And the result… ugh!
A colleague suggested I tilt my head down… not too much that it looked unnatural, to just pull my chin down… ever so little… toward my chest bone. Eureka! Now, GQ is not inviting me to grace their cover (those fools!), but I do like my pics… and videos... a lot more. Your point about higher camera angle / light angle accomplishes this, too. Thanks!
7 months ago on DIY Video: How You Look Matters