A Message From Howard
CEOs, Presidents and Business Owners:
Your business success is determined every single day. Business success doesn’t take place because of a good or even a bad marketplace. It takes place because of you. You’re the one that has worked through the difficulties and slogged through the challenges of your business. But one day something happens in your business that…
As time goes on future generations tend to not remember or relate to what happened in the past. Many people today are not students of history. In fact, some find it hard to imagine what life was like before the internet and mobile computer devices! Going back centuries, long before most people could read or write and have access to the written word, each village designated an individual who was responsible for its history. This person passed on to other generations, verbally, the important stories of the village and its people so that history could be preserved, honored and provide wisdom to others. Today, if we want to know something, we just “Google it”, check Twitter or read news headlines online.
Being successful in business comes down to the same thing it did long ago in, what we consider, ancient times: Telling a story.
Ask yourself: For sales success, are you creating a vision for your prospect?
Ask any members of your company’s sales and marketing team as well.
When you’re selling, you ARE creating a vision for the prospect.
1) Are you sharing with prospects an effective story, that creates a vision, they can relate to?
2) Or are you just talking at them dumping as much information as possible that it becomes an exhausting experience for both you and the prospect?
3) Is the story you are sharing with others giving them what they want and need; and giving you the sale and solid customer base you need for business success?
Here’s an example with some help from one of my favorite pop music composers and singers, Carly Simon. For the moment, clear your mind and envision the lyrics of the classic song, You’re So Vain:
You walked into the party like you were walking onto a yacht
Your hat strategically dipped below one eye
Your scarf it was apricot
You had one eye in the mirror as you watched yourself gavotte…
As you read the lyrics and reflect back on times when you have listened to the entire song did you instantly get a picture in your mind about the words Carly is singing? It’s long been a music industry rumor and mystery as to who the song is in reference to. Carly has never confirmed such publicly which only further adds to the story and what we think about when listening to the lyrics.
Can you imagine someone:
– walking onto a yacht
– wearing an apricot scarf
– looking in the mirror and
– gavotte (which is a dance step)
Carly goes on in the song with the lyrics:
I had some dreams, they were clouds in my coffee
Clouds in my coffee, and…
You’re so vain, you probably think this song is about you…
She skillfully crafted the song to paint a picture within our minds instantly every time we hear the lyrics. So skillfully that the song and its lyrics are now timeless and will be with us for generations to come much like the village historian who crafted the stories to share with generation upon generation.
– What happens when you go into a sales presentation?
– Are you painting a clear vision of why the prospect should buy your product or service?
– Can the prospect “see” what you are presenting or is there a disconnect? Can the prospect “see” why you should do business and how you can improve their business?
– Are your words as classic as those of Carly Simon’s?
If you look at enough websites… If you look at profile upon profile on LinkedIn… Eventually, they all look and sound alike. Same is true during a sales presentation.
When presenting to your ideal prospect, you must precisely paint a picture in their mind of doing business with your company. If you can’t paint that picture… If you can’t capture their imagination and intrigue them with your message… Then you are not going to get the business.
The person who is the best salesperson is often the best storyteller. When I use the word “story” I’m not suggesting to not always tell the truth or to not be factual. Rather, I’m talking about how you create the vision and how the prospect sees the vision you are describing so they are convinced to buy your product or service. If you do, there’s not much to close as the prospect will often close the deal for you by saying “Yes, let’s get started”.
Have you been to the movies lately? There’s always a series of upcoming attraction movie trailers before the main feature film begins. The movie trailer paints a picture as to why you should go see the movie when it’s released. Unfortunately, sometimes the movie trailers are better than the full length movie! Still the movie trailer did its job and convinced you to see the movie. Just make sure, for business success, that your presentation matches what the prospect ultimately buys.
Remember: To stay on top of your sales game; to be the success with sales you know you can be:
– Paint the vision.
– Practice. Over and over again till it becomes part of you and your sales presentation.
– See it in your own mind.
Say to yourself:
– Would I buy this particular product or service?
– Do I see or visualize what I am communicating to the prospect? Or am I just throwing words at the prospect?
Be part of a company that is known for customer service but also for anticipating the needs of customers and delivering what the customer wants.
If you do, your words have the potential to be as memorable as those of Carly Simon or this year’s Oscar winning film.
Wishing you and your company sales success!
If you have any questions about sales or how you as a CEO, president or business owner can improve and grow your business to more success, greater profit and less stress, just give me a call at 888-738-1855. Look forward to the business conversation with you!
This was also posted on Robert Terson’s blog, Selling Fearlessly.
If you are a CEO, president or business owner you are in business to:
- Make a profit
- Strategically improve and grow your business
The question is how do you, on a consistent basis, get new business ideas to achieve your business goals, objectives and plans?
Answer: The same way I get ideas for my daily radio show.
I am now into the fourth year of broadcasting the Talk Business With Howard internet radio show on the Blog Talk Radio network (as well as on iTunes). The 5 minute format is reminiscent of the Paul Harvey radio shows featuring a different business topic along with life observations and thought leadership perspective to help CEOs, president and business owners improve and grow business. It airs Monday thru Friday.
Business people often ask me how day after day, week after week, I come up with new ideas and titles for the radio show.
Here’s how (and it will work for your business too):
In fact, just listen to this radio show by clicking on the play arrow (it’s only 5 minutes) for more information on how to get new ideas to improve your business and increase business profits:
Remember: Always look to your thinking to improve your business in order for it to become more profitable. Observe what is going on around you daily. Business success begins with how you think.
- Opening up your mind. Having an awareness about what is and is not happening.
- Gaining the necessary business knowledge to make the right business decisions for you and your company.
- Understanding business is about people – employees, customers, vendors, service providers.
- Listening, an essential business success skill.
When you incorporate the points listed above you will always be inspired by new business ideas to improve your business and increase business profits. The added benefit will be less business stress!
To your business success!
The Talk Business With Howard radio show airs Monday thru Friday. You can listen live or anytime on Blog Talk Radio. Or, if you prefer, listen to the show on iTunes. Thank you for listening to Talk Business With Howard radio.
Do you remember the story (that was actually a fable) of the Dutch boy who stuck his finger in the dyke where it was leaking and saved the country of Holland from disaster? If the boy hadn’t put his finger in the dyke the water would have continued to flow. The hole would have continued to get bigger and bigger till the dyke would have collapsed. That one tiny finger on that brave little boy saved everything.
If you follow pro football then you know that in the front line, the linemen are really important as they protect the critical position of the team’s quarterback. The last thing any team wants is to have the quarterback get injured. So if there is a position in the front line that’s not working the team needs to plug the hole to make sure the quarterback is protected.
For business success on a consistent basis, you need to plug the holes!
You need to say to yourself:
- Where are the holes?
- In the overall business?
- In my position of leadership within the company?
- What’s not working?
- What needs to change?
- What, if not given the necessary attention, will only get to be a bigger and bigger issue till it becomes a huge problem to deal with?
- What issues, if addressed now rather than later, can be easily managed and make the company a better place to work at or to buy from?
As the CEO, president, founder or business owner of the company ask additional questions, such as:
- Does the company have the right marketing message?
- Has the company website been updated lately? Is it mobile friendly?
- Does the company have the right employees in the right positions?
- Is customer service the very best it can be?
If you don’t identify and plug the holes any one of these holes – or others- can keep you and the business in a position of failing – which is exactly what you don’t want to do. This requires a lot of objectivity and time to really think things through. Don’t do anything in a hasty manner. You want to be pro-active not reactive.
Every day you work at improving the things that are working. Now you need to work at improving upon the things that aren’t working.
So let’s get things done. If it’s working: great! Let’s make it happen.
If it’s not working, why isn’t it working? What needs done to get it humming along like other things are in the business?
Remember: Every single thing you do during your business day is important to your success and the company’s success. If something isn’t right, and you know it isn’t right, let’s take care of it and make it right.
Every day to maximize business success ask: Where are the holes that need to be plugged?
Keep a list. Not just in your head but write it down so you can easily refer to it and check off the items as the holes get plugged. You’ll have a sense of accomplishment and a better run business.
This blog post also appeared on Linked Into Business.