Tag: don’t sell – enable people to buy

Even when you say no, you’re still marketing

PICTURE THIS: you get an email out the blue from a prospect.

But not just ANY prospect … the perfect customer.

Exactly the type of client you want to work with.

The good news is; they want to hire you!
The bad news is; you’re booked solid.

Looks like you’re going to have to turn down their business.

What do you do?

Well, first of all, saying no isn’t really BAD news. After all, it means…

You’re in demand.
You’re staying busy.
You’re attracting the right type of clients.

That’s a great place for any company to be!

BUT HERE’S THE CHALLENGE: how do you say no to new business … while STILL marketing?

Take a lesson from Progressive Insurance.

In 1994, Progressive became the first auto insurance company to provide its rates alongside the rates of other companies.

That way, consumers could easily compare and decide … even if they didn’t use Progressive!

I remember when their commercials first came out. EVERYBODY was talking about them.

“So, Progressive will give you the insurance rates of their competitors? That’s so cool!”

Cool, indeed.

Not what you’d expect from an insurance company, right?

Exactly. Which is precisely why that sentence became their widely recognized tagline.

Also, I snooped around online and found this great excerpt from their annual report:

“Fast. Fair. Better. That’s what you can expect from Progressive. Everything we do recognizes the needs of busy consumers who are cost-conscious, increasingly savvy about insurance and ready for easy, new ways to quote, buy and manage their policies, including claims service that respects their time and reduces the trauma and inconvenience of loss.”

Wow.

Progressive LOVES and RESPECTS their customers SO MUCH, they’ll do whatever it takes to make them happy.

Even if it means forfeiting new business!

See, Progressive found a way to say no to its potential customers … while STILL maintaining (and reinforcing) brand integrity.

That’s the way the game of marketing should be played.

So, if you find yourself in a situation where you just HAVE to turn new business away, remember this:

Don’t just say no and then hang up!

“Well, we’re sorry sir. Can’t help ya out today. But, we wish you good luck fishing that dead raccoon out of your chimney. Bye!”

If you were that customer, how would YOU feel?

INSTEAD, TRY THIS: create a policy, procedure or protocol for saying no. Have options or a decision tree on-hand. Find a way to STILL serve the customer, even if he’s not your customer. Position yourself as a resource, and they’ll come back next time!

THEN, TRY THIS: consider your network of colleagues to whom you’d gladly refer client overflow. Whoever you think would be a good fit, send them a heads-up email or phone call first. Then offer their name to your prospect. Finally, follow up about a week later to see if it worked out. It’s good karma.

ULTIMATELY, REMEMBER THIS: when you forfeit new business to vouch for a colleague’s credibility, your credibility will increase as well. Clients will respect your discretion, honesty and generosity. And those characteristics will stay in their mind for the next time they (or someone else) needs you.

Because, as I learned from Seth Godin, even when you say no, you’re still marketing.

LET ME ASK YA THIS…
Do you build marketing in your no’s?

LET ME SUGGEST THIS…
Share an example of how saying NO at one point … enabled a customer say YES at a future point.

* * * *
Scott Ginsberg
That Guy with the Nametag

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What finish line?

My mastermind group used to meet in a conference room at an ad agency.

The first time we held our session there, I couldn’t help but notice the powerful slogan painted across the office wall:

“What finish line?”

Wow. What a concept, I thought.

Imagine a company with no finish line.

Meaning, they’ve never arrived.
Meaning, they’re always getting better.
Meaning, they’re never resting on their laurels.

No finish line. Cool!

That was a few years ago. But it wasn’t until recently that I started thinking about that same idea again.

So I did some googling. And the following five quotations popped up:

1. In The Artist’s Way, author Julia Cameron says, “Art is never finished. It simply stops in interesting places.”

2. Leonardo da Vicni is well known for saying, “Art is never finished, only abandoned.”

3. Harry S. Truman in his 1953 State of the Union Address said, “The Nation’s business is never finished. New dreams must replace our old dreams; new horizons must open up; new challenges arise to test us–to test our spirit and our resolve.”

4. John Maxwell once wrote, “If you think you’ve arrived, you’re in trouble.”

5. Philosopher Baltazar Gracian wrote, “Display minimal self-satisfaction.”

That’s the way business is supposed to be.

Neverending. Always improving. No finish line.

Kaizen, as the Japanese like to say.

So, I guess it’s safe to say:

You’re never finished learning.
You’re never finished growing.
You’re never finished thinking.
You’re never finished asking questions.
You’re never finished becoming a better writer.
You’re never finished e-x-p-a-n-d-i-n-g your creativity.

And so on.

There is no finish line.

Just when you get there, “there” should disappear.

Because eventually, people, customers, fans and prospects are going to start wondering, “What have you done for me lately?”

And if you’ve been skating by on one measly past success from decades ago, resting on your laurels…

Not getting better
Not expanding or improving your expertise
Not enhancing the value you deliver

…then your customers are going to assume that you’ve already CROSSED the finish line.

And they’re gonna hire someone else.

Someone who isn’t so complacent as to think he’s arrived.

So, tighten up your Nikes.

Grab a Powerbar.

And take a quick swig of Gatorade.

Because there ain’t no finish line.

LET ME ASK YA THIS…
When was the last time you created new value?

LET ME SUGGEST THIS…
Post the question, “What finish line?” on several sticky notes. Post them everywhere.

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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When should you raise your fee?

A few years ago I was hanging out at an art gallery in Portland.

I asked the owner, “How do you know how much to charge for your paintings?”

Without a blink she smiled, “Depends on my rent!”

Wow. I don’t think she was kidding!

Still, whether you’re an artist, writer, entrepreneur or consultant, this is a tricky topic: When should you raise your fee?

Lots of potential answers…

You raise your fee when you raise your value.
You raise your fee when you do something HUGE.
You raise your fee when you increase your costs.
You raise your fee when you write your first book.
You raise your fee when you reduce your client base.
You raise your fee when you want to earn more money.
You raise your fee when you write a bestselling book.
You raise your fee when you want to grow your business.
You raise your fee when you think you deserve more money.
You raise your fee when you are quoted as an expert in the media.
You raise your fee when you have been featured in a major media outlet.
You raise your fee when you’re associated with the best, i.e., opening for U2.
You raise your fee when you want to cut out the bottom 15% of your client base.
You raise your fee when you want to work with fewer clients, fewer days of the year, but for the same or more total income.
You raise your fee when you’ve been getting paid your fee consistently with little or no resistance.
You raise your fee when it’s been at the same level for a long time and you think, “Well, it’s just time!”

It’s different for everyone.

In Alan Weiss’s Million-Dollar Consulting, he states, “The #1 cause of entrepreneurial failure is not undercapitalization or major competition, but lack of self-esteem.”

So maybe that’s our biggest challenge: figuring out what we’re worth.

A few years ago I raised my fee. I was so scared that I actually spent a five minutes every morning staring into the mirror, stating my fee confidently to myself.

I felt like such a putz.

However, later that day when I’d get on the phone and a prospective client asked what my fee was, I would have no problem sharing it.

Confidently, too.

AND THAT’S THE KEY: state your fee confidently and SHUT UP.

Don’t justify it.
Don’t validate it.
Don’t weaken it by saying, “Yeah, but, um, you know, I can always make it cheaper if your budget doesn’t…”

No.

He who talks next, loses.

State your fee confidently and SHUT UP.

And ultimately, there’s probably no one reason to raise your fee.

What’s most important is that when you DO raise (and eventually state) your fee, do so with confidence. And if the prospect has a problem with it, maybe she’s not the right customer in the first place.

LET ME ASK YA THIS…
How much is one hour of your time worth?

LET ME SUGGEST THIS…
Make a list called “Top Three Reasons to Raise Your Fee.” Post it here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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12 ways to redefine the testimonial

Let’s start with two facts:

1. The word “testimonial” is defined as “writing testifying to one’s qualification or character.”

2. The word “testimonial” is derived from the 1432 French term testimonie, which means “evidence, statement of a witness.”

So, does a testimonial for your business HAVE to be a piece of letterhead from one of your customers?

Au contraire, Mon Fraire!

Your job is to SHOW and PROVE, not TELL and SELL.

Here’s a list of twelve ways to redefine the testimonial:

1. Video. Capture your customer on tape. Have him show (and tell) the camera about his experience working with you. Get those videos on your website! Get those videos on YouTube! Who have you interviewed lately?

2. Letter. Traditional, yet still effective. Be sure to get the note written on your customer’s letterhead. Consider scanning those letters and making them available as a PDF ebook on your website. Are your testimonials burning a hole in your drawer or being posted online?

3. Email. Encourage your customer to email his colleagues who work in similar positions. Great for regional or area directors, of which there are dozens around the country. Do you have a “Send this site to a friend!” box on your homepage?

4. Comments. Every time you receive a comment on your blog post or website, that’s a testimonial. To your page, to your writing, to your company, to your products and to your value. Be sure your feedback box is easy, accessible and quick.
Wait, you ARE blogging, aren’t you?

5. In person. Invite a potential customer to “see you in action.” When she sees the reaction of the existing customers you’re working with, it will offer sufficient proof that you do, in fact, rock so hard. Another variation is to invite a potential customer and an existing customer to lunch with you. Are you eating alone?

6. Demo Video. Similar to the above example, but on video. Professional speakers, actors, comedians and the like call it a demo video. But just because you’re not a speaker doesn’t mean you can’t have one too! Get a demo. A (personal) demo! Be sure to have audience (aka, customer) reactions too. Do you have a demo?

7. Their Article. Whether a publication quotes you or features you, someone is supporting you with THEIR publication, which testifies to your character and value. Post these online, include them in your press kit or media room and send them out as direct marketing pieces. When was the last time the media pitched YOU?

8. Your Article. Writing is a testimonial because a third party, i.e., a newspaper, values your expertise enough to run an article you write in their publication. Post these online, include them in your press kit or media room and send them out as direct marketing pieces. What did you write today?

9. Ping. Any time someone’s blog, website, message board or publicized message on the Internet reference you and/or your site, you’ve just been pinged, aka, given a testimonial. NOTE: be sure to use Google Alerts to track these! Are you keeping a Word of Mouth Log?

10. Reaction. If you’re giving a speech or working in public, you know you’re good when the staff of the conference center (or other uninvited guests) stop to watch. That’s called social proof. And it’s a great testimonial to your abilities. Are people overhearing you do what you do?

11. Endorsement. If someone sees another person (hopefully famous) using your product, they’ll think, “If it’s good enough for Ben Afleck, it’s good enough for me!” What well known, high-profile person could you give your product to for free?

12. Fans. Next time you have a line of people waiting to get into your club, restaurant, or just to see you, congrats! It’s a perfect way to prove to surrounding customers that you’re in high demand. What have you done in the last week to enhance your celebrity status?

REMEMBER: testimonials qualify your character. They’re among the greatest sales and marketing tools in the world.

It’s time to start thinking outside of the letterhead.

LET ME ASK YA THIS…
How do you redefine the testimonial?

LET ME SUGGEST THIS…
Share your best technique here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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13 reasons to be That Guy

That Guy is…

Somebody who reminds everybody of nobody else.

Call it personal branding. Call it USP. Uniqueness. Remarkability. Whatever.

That Guy is…

The best.
THEE, not a.
The only one.
The obvious expert.

The go-to person when it comes to your area of expertise.

That Guy is…

Known FOR something.
Known AS something.

And if you’re NOT That Guy, customers will gladly and easily choose someone else who is.

But that shouldn’t be your only motivation. Here’s a list of 13 more reasons to become That Guy:

1. Clients need to know they’re getting YOU. Because they don’t trust corporations, they trust PEOPLE. Tangibility, not magnitude.

2. We live in a hyperspeed, A.D.D. culture. According to Wikipedia, the average human attention span is six seconds. Which means people need shortcuts. And that’s exactly what personal brands are: shortcuts.

3. Customers crave simplicity.

4. Customers are impatient. And they want the best. The ONE. The Guy. The Man. And people who are perceived as the best get rewards that DWARF the people who are second, third, fourth and fifth. (Thanks for that one, Seth Godin.)

5. Customers have near-infinite choices. Which means they’re only going to do business with you if they’ve heard you, heard OF you, or someone they TRUST has heard of you.

6. We live in a culture of sales resistance. Consumers are skeptical and require confidence before deciding to buy. They’ve been advertised to, marketed to, duped, fooled, conned, scammed, sold and screwed over too many times.
7. “Loyalty” is a joke. Because big companies don’t realize that people aren’t loyal to big companies! They’re loyal to people.

8. The world demands specialists. “Being well rounded is totally overrated,” as Seth Godin says. Amen to that! REMEMBER: More Narrow Focus = More Big Opportunities.

9. Trust is at an all time low. (Thanks to, faceless, scandalous corporate and government monoliths.) But That Guy is approachable. That Guy is familiar. And prospects rely on familiarity. Which is good, because familiarity leads to predictability. Predictability leads to trust. And TRUST is foundation of all business.

10. Transparency is a must. Customers have more acute BS meters than ever before. Only the authentic survive.

11. The world is crying for uniqueness. Just turn on your TV. Open a newspaper. People LOVE That Guy, That Girl, Those Guys, That Company, That Firm, That City, That Hotel, That Bar, That Place, That Band, That Airline, That … you get the point.

12. Acronyms suck. Monograms are NOT brands, and generic names generate generic business. (Thank you, Harry Beckwith.)

13. Nobody notices normal. Fifty years ago? Maybe. But this is 2007, man. The market is cluttered, it is crowded and it is L-O-U-D! Positioning yourself as “normal” is like asking customers to find a need in a stack of needles! NOTE: that doesn’t mean there’s anything wrong with being normal. If you want to be normal, that’s totally cool. Just remember: those who get noticed get remembered; and those who get remembered get business.

LET ME ASK YA THIS…
What makes you That Guy?

LET ME SUGGEST THIS…
Tell us why!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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How pluggable are you?

I plugged your blog.
I plugged your book.
I plugged your show.
I plugged your website.
I plugged your product.
I plugged your company.
I plugged your new movie.
I plugged your new album.

Don’t you love it when someone says that to you?

It means you’re pluggable.

According to the Online Etymology Dictionary, the word plug didn’t take on its “promotional” meaning until 1902.

Today it’s defined as “the informal, favorable and public mention of something.”

Interestingly, the word plug also comes from a verb meaning “to work energetically at.”

HERE’S THE BIG QUESTION: are people working energetically to favorably and publicly mention YOU?

Publicly, meaning online.
Publicly, meaning in person.
Publicly, meaning on the phone.
Publicly, meaning on the airwaves.

If your answer is “not enough,” here’s a list of seven ways to become (more) pluggable:

PLUG PRINCIPLE 1: Start early.
Build remarkability into your products and services before they’re even released. When you create a baseline of coolness, plugging will come naturally.

PLUG PRINCIPLE 2: Make it easy.
Do you have a “Send this site to a friend!” box on your homepage? Are you using Digg, del.i.cious and other tagging software to enable people to plug you? I hope so, because people need shortcuts. And part of being pluggable is making it SUPER easy for people to tell their friends about you.

PLUG PRINCIPLE 3: Keep a record.
Every time someone plugs you, write it down in your Plug Log. Whether it’s a Google Alert, email, article, blog post or casual conversation, write-it-down. Keep track of your progress. Soon, you’ll hit a critical mass. And THAT’S when you’ll notice a direct relationship between plugging and profits.

PLUG PRINCIPLE 4: Don’t ask.
Have you ever seen a businessperson’s email signature that read, “Please refer me to your friends and family!”?

If so, did you ever refer that person?

Probably not!

See, people aren’t going to plug you if you ASK them to plug you. Word of mouth is casual, unsolicited and authentic. The minute you try to force it, you lose it.

PLUG PRINCIPLE 5: Free is key.
Bestselling author Greg Godek once gave 200+ copies of his book 1001 Ways to be Romantic to every person waiting in line at the Tonight Show with Jay Leno. Later that night, Jay made a comment on air to millions of viewers! That’s one hell of a plug! What are you giving away for free? And are you giving it away to the right people?

PLUG PRINCIPLE 6: Be gracious.
Any time someone mentions you on her blog, writes about you in her column or holds up your book to a viewing audience of several million, thank her. Even if it’s as simple blog comment, instant message or email saying, “Thanks for the link love.” This gratitude makes you more receptive to attracting future blessings.

PLUG PRINCIPLE 7: Reciprocate.
He who plugs first GETS plugged back.

Who have you plugged this week?

REMEMBER: word of mouth is a beautiful thing. It’s the most effective, most honest, most inexpensive and most sincere form of marketing in the world.

And it’s a function of your ability to be pluggable.

LET ME ASK YA THIS…
Are people working energetically to favorably and publicly mention YOU?

LET ME SUGGEST THIS…
Make a list of the last five things, people or companies you plugged. What characteristics did they all have in common?

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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If they want you, they’ll find you

Anonymity is your greatest barrier to business success.

Thank God for the Internet, right?

After all, if there’s one thing the Internet proves, it’s this: if they want you, they’ll find you.

Prospects.
Customers.
The media.

Everyone. If they want you, they’ll find you.

FIRST EXAMPLE: My friend Ken once wrote an article for a trade publication. Sadly, the editor failed to include his bio at the end of the piece. All it said was his name.

He was stressed out. “What if my perfect customer reads the article, wants to learn more, then can’t get in touch with me?”

ANSWER FROM 1987: “Ken, you’re screwed. No new customers for you!”

ANSWER FROM 2007: “Ken, no worries. If they want you, they’ll find you.”

And find him, they did.

A few weeks after the article ran, Ken got several calls from readers who wanted to hire him.

THE BEST PART: he ended up working with several of those new clients for the next five years!

“I guess all they needed was my name and Google!” Ken reported.

Yep.

Because if they want you, they’ll find you.

SECOND EXAMPLE: Many speakers ask audience members to fill out evaluations at the end of their programs. These feedback forms serve multiple purposes, namely, filtering in leads.

Common verbiage for such forms might be, “If you’d like to learn more about hiring Dave to speak at your company, leave your contact information here.”

Cool. Not a bad way to solicit new business.

However.

After nearly five years of speaking professionally, I don’t think I’ve EVER booked an additional speech because I followed up with someone who filled out my evaluation.

This likely happened for two reasons:

1. She wasn’t really a buyer.
2. She called ME before I even had the chance to follow up.

WHICH MEANS: if you’re good, if you’ve delivered value, if your service fills a need, and if they WANT you, relax. Don’t sweat the bylines and evaluations.

So, three things to remember:

1. Have faith in your product. Follow the advice of my friend Carol who says, “Be amazing and let the phone ring.”

2. Understand the way marketing works. Follow the advice of Talker Magazine editor Mike Harrison who says, “If you build it and they don’t come it’s because they DON’T want it.”

3. Be findable.

LET ME ASK YA THIS…
Are you easy to find?

LET ME SUGGEST THIS…
Share your best “if they want you, they’ll find you” story here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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Gentle Reminder Selling: 5 Value-Added Follow-Up Approaches

As a salesperson, you don’t want to be a pest.

But you DO want to follow up effectively.

So, what’s your approach?

THREE WORDS: Gentle Reminder Selling.

It’s non-threatening.
It’s not overly salesy.
It’s a great method for delivering value.

FOE EXAMPLE: let’s say a certain prospect hasn’t returned your calls or emails.

Maybe she’s busy.
Maybe she forgot to reply.
Maybe she has more important stuff to do that week.

No problem!

You duty as an approachable salesperson is to gently remind them who you are AND how you unqiely give value … without being too pushy.

Here’s a list of five Gentle Reminder Selling techniques to help you follow up like a pro:

1. Send an article. Displays your expertise, delivers lots of value. If possible, send a link to your article that’s already been published. The mere fact that it WAS published is a third-party testament to your skills.

2. Send a blog post. Similar to sending an article. Also a good opportunity to keep your branding in front of key prospects. NOTE: if you get comments on your post, awesome! It’s an instant testimonial.

3. Send a media link. Been in news lately? Cool! Send a link to your story with a note saying, “Thought you’d like this article!” An example like this shows that you’re not only credible, but current too.

4. Send a testimonial. If you just finished working with a similar client, drop a note that reads, “Here’s what the CEO of Dynatech just said about my software…” Then write, “And I’d love to do the same for your company.”

5. Send a picture. Preferably, a picture that shows you doing what you do. Maybe even you and one of your other clients. NOTE: be sure you’re smiling, laughing and having fun. Make it look like you’re cool to work with.

In one word: friendly.
In two words: delivers value.
In three words: persistent, not pushy.

That’s Gentle Reminder Selling.

After all, it sure beats saying, “Hey Mark, did you get a chance to look at my proposal?”

LET ME ASK YA THIS…
Are you following up with value?

LET ME SUGGEST THIS…
Share your best follow-up method here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

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What if you only sold ONE thing?

Coolest Restaurant Ever: Mama’s Ladas: Downtown Sioux Falls, South Dakota.

Here’s why…

When you walk in the door, you see fewer than ten tables.

When you look at the walls, you see traditional Mexican decorations.

And the owner (also the waitress) offers a friendly greeting and tells you to sit anywhere you want.

There are no menus.
There are no options.
There are no specials.

There are only enchiladas.

And when she comes over to take your order, she doesn’t ask, “What can I get for ya?”

She simply says, “Beef or Chicken?”

Because there are only enchiladas.

That’s the ONLY thing they serve.

A business that only sells ONE thing! Brilliant!

AND, IT’S NO SURPRISE: their enchiladas are freaking AMAZING.

AND, IT’S (ALSO) NO SURPRISE: everyone in Sioux Falls has either eaten there or heard someone talk about eating there.

Hell, I’m lactose intolerant and I still ate there!

THE POINT IS: Mama’s Ladas gets it.

Everything I preach about approachability, they do right. For example:

1. THEE, not A: not just a Mexican restaurant, THEE Mexican restaurant for enchiladas in Sioux Falls.

2. Own a word. Every time I hear the word enchilada, I think back to my experience at Mama’s. And I bet I’m not the only customer who does that.

3. Be That Guy. When I told my client where I ate dinner the night before, she said, “The Enchilada People? Nice!” Great example of MINDshare, not MARKETshare.

4. Make the mundane memorable. 99% of the places you eat dinner have some sort of organized ordering system. These guys don’t even have menus!

5. Cool and remarkable. When was the last time YOU blogged about an enchilada?

6. Specific. They specialize and have expertise in a narrow, yet marketable product.

7. FUN! When the meal was over, the owner came over with a big basket full of Halloween candy and said, “Would you like dessert?” Awesome! (I had a Snickers Mini.)

8. About, not from. Every dining guide and restaurant reviewer for Sioux Falls mentions this place. It’s also been written up in several publications.

9. Be (somewhat) predictable. Their consistency and familiarity puts customers at ease.

10. No competition. It’s not like you could go to the “other” enchilada place in Sioux Falls. Mama’s is it!

11. People respond to policies. You get beef or chicken. That’s the deal. Enchiladas or bust. You gotta love that!

Mama’s Ladas, you win the Approachability Award. Congrats!

And if you’re hungry after reading this post, and happen to be in the Sioux Falls area, check ‘em out:

Mama’s Ladas
116 W 11th St
Sioux Falls, SD 57104
(605) 332-2772

LET ME ASK YA THIS…
What if YOU only sold one thing?

LET ME SUGGEST THIS…
Share your best “one thing” company here!

* * * *
Scott Ginsberg
That Guy with the Nametag
www.hellomynameisscott.com

Are you the luckiest person you know?

Watch Scott’s interview on 20/20!

add to del.icio.us * digg it! * email this post

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