How to
Sell the Difficult Prospect By Peter Ebner

Accepted sales theory states that selling is simply a matter of finding a problem and offering a solution, but what this theory fails to take into account is that selling is an interaction between people and that brings a whole new set of variable to the table. Dealing with people can be a slippery and confusing exercise that often defies all logic. As most of us have already noticed, just because we have the best and the most economical solution to the prospect's printing problem doesn't mean that he will buy from us because your presentation must not only appeal to the prospect's reason, it must also speak to his or her emotions.

Dealing with sensitive egos

While most prospects are willing to recognize your expertise and as such are receptive to your suggestions, some prospects have egos that overshadow this logic. When confronted by a salesperson that is suggesting a new and better ways to run the job these individuals begin to feel incompetent. They feel that the salesperson is telling them that they are wrong or that they've made a mistake; so they take a defensive position. For example, a marketing manager or graphic artist may view your suggestion to use a different stock as a challenge to his or her judgment or a print buyer may feel his position threatened when you show him a better way to run the job.

One of the most effective ways to deal with prospects that have a fragile ego is to satisfy their need for recognition by acknowledging their authority. Conceding to their expertise creates an inconsistency between the prospect's perception and reality; while your acumen makes them feel stupid your acknowledgment makes them feel important. Psychologists call this contradiction cognitive dissonance and the prospect will usually change his or her perspective in order to bring it in line with this reality. For example, it's not unusual for art directors, advertising agencies, print buyers or marketing managers to resist your ideas because they want to show that they are the experts. So here's how to use the Ego Response to stroke their self-image and defuse their opposition.

Mr. Marketing Manager, I certainly understand that you are the expert here; I'll never know as much about marketing as you do. But if I might be so bold, I'd like to share some new ideas that other marketing managers are already using to enhance their marketing collateral and gain market share; just so that you can evaluate them. Would that be okay?

The power of new

Although some prospects have a strong need for recognition others just don't like to change their mind and what they like even less is to have a salesperson change it for them; it makes them feel weak and stupid. Keep in mind that while your presentation may offer valuable solutions that resolve your prospect's printing problems, it is also speaking to his or her ego and your presentation must accommodate it. So when dealing with a strong minded prospect that wants to hold his ground don't try to change his mind, instead provide new information that allows the prospect to make a new decision.

Now here's a word of caution; while your prospects will consider making a new decision in view of new information, they're less likely to be swayed by old news. Old information is something they believe they should have already known, so to avoid appearing uninformed, they'll act as if they've already considered this information and stick to their position. Here are a few examples of what I mean.

Prospect: Digital printing is poor in quality.

Salesperson: Actually, it has really improved over the past few years.

Prospect: Well, I've seen these improvements and the quality is still poor.

Now look at the difference when you use new information to change the prospect's mind.

Prospect: Digital printing is poor in quality.

The Power of New: I can certainly understand why you feel that way; in fact many of my clients felt the same way. They also thought that digital printing was of poor quality until they saw the recent advancements in digital technology. Let me show you what I mean.

Here's another example.

Prospect: I'm not interested. My printer is doing a great job

The Power of New: Mr. Prospect, I understand and I would never ask you to take any business away from your present supplier, but from time to time I stumble across some new ideas that could your enhance your marketing material and help you gain market share. All I'm suggesting is that you evaluate these new ideas and should you decide to implement them, that you consider giving me this new business. In that way you can continue your relationship with your present supplier and take advantage of outside opportunities. Isn't that a good idea?

Creative Coupon Offers

It's an age-old debate. Which is better: percentage off or dollar-off coupons? There is no right or wrong answer, since both options can be very appealing to consumers looking to save money. Here are a few creative offers for your next coupon campaign:

• Offer the best of both worlds with a coupon such as: "$15 off or 15% off, whichever is higher." This will also encourage customers to buy more to save more.


• Consider offering a bonus item to increase the value of your coupon. This will also let you compete with your competition without actually lowering prices.


• Offer incremental percentage-off amounts based on what the customer spends. An example of this would be "save 30% on $150 or more, 20% on $100 or more, or 10% on $10 or more."


• When using a dollar-off coupon, customers respond best to round dollar bill denominations whenever possible, such as $1, $5, $10, or $20 off. Not only are the amounts easy to calculate, but it easily translates to a bill in their pocket.


• Try a BOGO (buy one get one) campaign, such as buy one get one free or buy one get one half price.


• Use easy-to-remember codes like FEB20 rather than KTR10R44YZEX to make it easy to use during online checkouts.

Another great way to increase the value of a coupon campaign is to offer a follow-up survey for customers based on their purchase with your coupon. Offer another coupon as a thank you for completing the survey. Adding a survey will help you gain valuable input about what types of coupon promotions influence your customers.

An Internal Newsletter Your Team Will Love

While newsletters are a great way to build relationships with customers, many companies overlook the team-building opportunity an internal newsletter offers within their own doors, as well. Internal newsletters are a great way not only to learn more about colleagues, but also to keep employees informed about company news, events, and other important announcements. Here are a few tips for creating an internal newsletter your employees will love:

• Create a plan by defining the frequency of your newsletter (such as monthly or quarterly) and the types of articles or sections you'd like to include. Also develop a template you can easily modify for each issue.


• Encourage teamwork by assigning a few people to specific parts of the newsletter each month, such as pulling company stats (sales volume, incoming calls, trade show outcomes, etc.), writing feature articles about company events, and so on.


• Create an idea library. Stockpile various ideas, photos, jokes, quotes, seasonal graphics, etc., to save time down the road.


• Acknowledge employee birthdays, corporate anniversaries, new hires, promotions, etc.


• Consider offering a "message from the president" to make employees the first to know about new products, company changes, initiatives, etc.


• Highlight successes. If a department had an outrageous month, highlight their achievements, and offer a company-wide congratulatory message.


• Share encouraging survey results, customer compliments, and thank you notes from appreciative customers.


• Consider a Q&A section where employees can submit questions and have a leader provide answers in an open forum for all to see.


• Use an "employee spotlight" article to help staff members get to know their colleagues better. This type of article can range from information about the employee's position within your company to their personal hobbies, interests, and the like.

By creating an internal newsletter that encourages team-building and focuses on the successes of your employees, you can not only increase communication amongst your colleagues but also boost employee morale and give your team something fun to talk about around the water cooler.

What other ideas can you think of for an internal newsletter? Share your thoughts in the comments below.

Talent vs. Teamwork

NBA legend Michael Jordan once said, "Talent wins games, but teamwork and intelligence win championships."

This quote is true in all types of organizations. Talent is undoubtedly important, but depending on the type of career, teamwork can be far more valuable to a company's long-term success. A group of the most highly talented individuals who don't work together efficiently are unreliable, waste resources, and often have competing agendas. Without teamwork, talent is wasted.

In comparison, a strong, cohesive team can often make up for weaker talent because they form a strong alliance and are committed to reaching the same goals. Successful teams benefit from a blend of various skills and can-do attitudes. They also share resources, learn from one another, and offer invaluable encouragement and support.

If your organization is struggling to find top-notch talent, try focusing on building a top-notch team instead. The winning results may surprise you.

The Challenges of Marketing an Intangible

Marketing a product that customers can see, touch, and try before they buy is challenging enough. So how can you market something customers can't see or feel? How do you turn an intangible idea into something that will connect with people in a hands-on, real-world way? That is often the challenge involved with marketing a service. Here are five tips to help you get started:

• Focus on answering the question, "What's in it for me?" Feature lists are all well and good, but for most people the bottom line (THEIR bottom line) is what really matters. If you can show a prospect how your service will benefit them (by saving time, reducing costs, providing security, or eliminating frustration, worry, or doubt), that will go far in convincing them to give you a try.


• Make it real. Just telling someone how much your service will benefit them isn't always enough. Back up your claims with tangible, real-world proof. Use testimonials, case studies, and verified statistics whenever you can to help bolster your case. Few things sell confidence better than a success story from a satisfied customer. A testimonial or case study outlining the positive results your service has provided will go a long way toward putting a prospect's mind at ease about doing business with your firm.


• Create a strong, positive identity. While your service may be intangible, the words and imagery you use to represent your brand can help you make a positive impression in prospective buyers' minds. Consider Prudential's Rock of Gibraltar logo or Allstate's "good hands." Each conveys a message of security and dependability -- traits important when you're talking about insurance and investing. Try to create a similar feel with the images and words you use to promote your company.


• Avoid the temptation to under-price your services. Under-pricing undermines profitability and sends the message that you don't value your own services as highly as your competitors value theirs. Customers will see this as a sign that your service is inferior in quality or that you lack the experience necessary to help them. If you're uncomfortable pricing your service competitively, consider a tiered approach, where customers can pay higher premiums for added benefits.


• Treat yourself -- and your company -- as the product. In many ways, you are. When customers buy a service, they're really buying into a company and its people. They're trusting your knowledge, your skill, your experience, and your integrity to do right by them. Keep that in mind. Use every interaction as an opportunity to reinforce, renew, and reward that trust...and encourage your staff to do the same.

10 Simple Ways Make it Easier for Customers to Contact You

A toll-free number is no longer the standard way for customers to contact you. Customers are bombarded with choices in today's technology-focused world. If your business doesn't offer a method of communication that suits your customers' preferences, they may find another company that does.

Here are 10 tips to make it easy for ALL of your customers to get (and stay) in touch with you:

• Consider offering a live chat support service option on your website that provides real-time, text-based conversation with someone who can quickly answer questions.


• Use social media tools such as Facebook and Twitter to communicate with customers. Post helpful information in your stream, and encourage customers to ask questions and provide product feedback.


• Provide interactive maps that allow people to customize directions to your location, as well as a photo of your building to make your business easier to find.


• Include any helpful information that may save customers frustration when they try visiting you. For example: "XYZ Road is currently under construction -- please use ABC Street instead."


• Create a Google+ page to share updates, promotions, links, and photos. This will make it easy for people to recommend your business, products, or services to friends and contacts, while at the same time helping you measure your followers' interactions.


• When posting blogs, be sure to offer an area for comments and feedback, as well as contact information, in case the reader has questions.


• Build trust with online customers by providing your company's physical address in addition to email, phone, fax, Skype, and support line info on your website's contact page. Add links to customer forums, your Facebook page, and your Twitter feed, as well, and consider offering a contact form as a convenience for customers.


• Include, at minimum, your website info, company email, and toll-free phone number on every marketing piece you create, including letterhead, notepads, brochures, flyers, quotes, surveys, etc. Customers who desire additional information will often seek out your website's contact page.


• Consider a mobile website designed for smart phones that makes it easy for users to find information about you, regardless of what device they are using.


• Provide a clear call to action in direct mail, email messages, and other marketing pieces so readers know how to get in touch with you.

We encourage you to contact us anytime if you have questions or comments. We look forward to hearing from you!

Lessons from a Cracked Pot

I'd like to share a story with you that I heard recently. It may be familiar to you, but I think it bears repeating...

Each morning, a servant would carry water to his master's house from a nearby stream using two large clay pots, hung on opposite ends of a long pole. One of the pots was in perfect condition, but the other had a crack along its side that caused it to leak water. As a result, the cracked pot was only half full by the time the servant reached the house.

This went on for two years before the cracked pot finally gathered the courage to say something to the servant. Feeling embarrassed by what it perceived to be its shortcomings, the pot said, "I want to apologize to you."

"Why?" asked the servant, confused by the pot's sorrow.

"For two years, I've watched as my partner delivered a full pot of water to your servant's home each day. Meanwhile, I've struggled to deliver just half my load because of this crack in my side. My flaws have caused you to deliver less water than you would have been able to otherwise, and I'm sorry for that."

At this, the servant smiled. "As we're walking back to the house today," he said, "I want you to take a close look around you, particularly at the road." So the pot did as the servant instructed and was astonished to see a plethora of flowers lining the path below him as they walked.

When they reached the house, the servant asked, "Did you see those flowers?"

"Yes," the pot replied, "they're beautiful."

"Did you notice that they only appeared on your side of the road?" the servant continued. "That's not a coincidence. You see, I've known about your crack all along. Two years ago, I planted seeds along your side of the path. Each day, as we make our way back from the stream, you water those flowers for me. As a result, I've been able to create beautiful centerpieces that bring joy to my master's home. So, you see, what you consider a failure, I consider a great service to my master and his family."

Like the pot in this story, many of us feel inadequate at times because of our own cracks and flaws. But finding ways to make the most of those imperfections (in ourselves and in those around us) can make our lives far richer and more rewarding.

So where can you plant seeds in your own life to bear flowers? And what can you do to encourage others around you who may be feeling less than adequate today?

Disconnect to Connect

If you're feeling overwhelmed by various forms of electronic communication, you're not alone. There's something to be said for traditional forms of contact, whether the warmth of a handshake or the crunch of a newspaper.

In our attempt to feed our information-hungry prospects and customers, we run the risk of creating a system overload. If your business is looking for a way to break through the electronic communication overload, try marketing in print.

People are so used to being bombarded with emails, texts, Facebook notifications, tweets, and pop-up ads that attractive, quality postcards, self-mailers, and other marketing pieces offer a refreshing change of pace.

Sometimes you just need to disconnect to connect.

Perfect Pitch

Perfect pitch is a musical term for the ability to recognize any note on the scale just by hearing it -- or to sing any note on the scale without a point of reference. Experts say only one in 10,000 people have this ability, though others may possess elements of the skill.

In sales, we often refer to our own sort of "perfect pitch" -- a presentation so persuasive it overcomes objections and leaves no doubt in a prospect's mind that our product or service is exactly what they need.

Like perfect pitch in music, a perfect pitch in sales can seem equally elusive. And while there is no fail-safe way to close every sale, there are things you can do to make your presentations resonate with prospects and strike a better chord.

Do your homework. Get to know as much as you can about your audience before you meet. Discover their needs, their wants...and their motivations. Tailor your pitch and approach to address those triggers, and focus on how your product can benefit the customer, rather than just the features it possesses.

Start with an analogy. Stories have a way of breaking the ice and making your product more relatable. Telling a prospect your high-speed Internet service is faster than the competitors' might impress them momentarily, but comparing your service to running on smooth pavement with the wind at your back versus running through a pool full of molasses, against the current, might make a stronger and more meaningful (long-term) impression.

Answer the whys. Wise salespeople prepare ahead of time to deal with the whys: Why do I need your product? Why should I choose you over the competition? Why should I care about all those bells and whistles? All of these are valid questions you'll need to answer. And, no, "because I said so" is not an acceptable response. If you can't make a concise, compelling case for your product, you'll have trouble making many sales.

Practice, practice, practice. Alexander Graham Bell once said, "Before anything else, preparation is the key to success." Just as a musician or singer needs to practice their craft, successful salespeople must prepare themselves for every presentation. Outline your presentation ahead of time, and practice your delivery so you know what you need to say in various situations.

Keep honing. No salesperson hits the right note on every sales call. Learn from your mistakes and miscues. Use all of your experiences -- both positive and negative -- to sharpen your skills, so you're always prepared to perform at your best.

Are You a Winning Teammate?

Baseball legend Babe Ruth once said, "The way a team plays as a whole determines its success. You may have the greatest bunch of individual stars in the world, but if they don't play together, the club won't be worth a dime."

Ruth may have been talking about baseball, but the same is true in business. While we often celebrate visionary leaders and pioneering individuals who set themselves apart from the crowd, most successful companies are built and sustained on the effectiveness of their teams.

So what sets great teams apart, and what traits should you aspire to as part of a team? Here are five keys to get you started.

Define your role. Every show needs a supporting cast, and every team needs role players who bring their own unique skills and experiences to the table. Figure out what role you play (or should play) on the team. If you are the team leader, then lead. Otherwise, carve out a niche for yourself that allows you to bring your best qualities forward for the betterment of the group.

But be flexible. Remain open to the needs of your team and willing to adapt to fill a role outside your comfort zone. Doing this will not only help the team meet its goals but will also help you personally grow and expand your own skills and abilities. In the process, you might have fun discovering new areas of interest you enjoy tackling on the job.

Assists are important, too. In basketball and hockey, players are given assists for helping set up a scoring shot. In baseball, relief pitchers must often get their team out of a tough situation, and closers are called upon to "save" another pitcher's win. Look for ways you can contribute to victories at work, without the need for personal glory or praise. Use your strengths to complement those around you, be quick with a helping hand, and remember that when the team wins, you do, too.

Communicate effectively. Open communication is vital to any team's success. Strive to be clear, concise, honest, and direct with your team, always mindful and respectful of the other members, too. Work on creating an atmosphere where people feel encouraged to share their ideas and to discuss them freely, with the goal of bringing the best ideas forward, regardless of egos.

Play nice. In discussing solutions, listen intently to contrary views. Tackle each project with a spirit of cooperation. Keep discussions civil, and look for ways to compromise when possible without sacrificing the team's goals or integrity. Don't be afraid to ask for help when you need it, and offer support for others who may be struggling. Above all, remember that you're all part of the same team and are working toward the same common goal.

9 Ways to Increase Customer Retention

Experts say it costs five times more to attract a new customer than to retain an existing one. Consequently, customer retention is critical to the success of your business. Here are a few tips to help you stay in front of your customers and increase your customer retention rates:

• Develop a customer loyalty program that offers special promotions and incentives for return customers, such as birthday discounts, a reward punch card, free shipping, monthly discounts, free upgrades, and the like.


• Offer surveys that ask customers what they think of your business and how you can improve.


• Encourage open communication with your customers. Request feedback and suggestions. Offer options such as email forms, surveys, a toll-free number, chat forums, and social media links.


• Consider creating a focus group with a couple loyal customers to provide their insight from a customer's perspective. Be sure to reward them for their input.


• Utilize customer complaints and suggestions to improve your products or services.


• Create a referral program that encourages and rewards loyal customers to do the selling for you.


• Differentiate yourself from the competition. Offer value add-ons, educate your customers about industry trends, provide helpful tips, and have a live person answer your phones instead of a confusing automated system.


• Socialize with your customers. Attend trade shows, offer open houses, encourage customers to respond to blog posts, and communicate with your customers on social media sites.


• Mail personalized thank you cards showing your appreciation for recent purchases or for interest in your products and services.

If you have other ideas for keeping customers satisfied, please feel free to share them in the comments below.

Cicero's Six Mistakes of Man

Some truths are timeless. Here are six from the Roman statesman Cicero. He called these "The Six Mistakes of Man," and though written more than 2000 years ago, each is still applicable today.

1. The delusion that personal gain is made by crushing others
While this may be true of Hollywood villains and reality show contestants, most of us realize that true success comes from working together toward a common goal. Profits are certainly a vital component of success in business, but making them at the expense of those around you is not. Partnerships, collaboration, and teamwork are far more effective ways to build the kind of long-term, sustainable success most of us are after.

2. The tendency to worry about things that cannot be changed or corrected
Far too much energy is spent on idle worrying. That doesn't mean we shouldn't concern ourselves with improvement. By all means we should. But worrying never accomplished anything. Try not to get overly concerned with things that are beyond your control. Do your best, accomplish what you can, and keep plugging away.

3. Insisting that a thing is impossible because we cannot accomplish it
Many of the things we take for granted today were once deemed impossible. Sure, a task may not seem possible right now, but that doesn't mean you couldn't accomplish it someday or that you couldn't team up with somebody (or several somebodies) to accomplish it in the not-too-distant future.

4. Refusing to set aside trivial preference
It's easy to fall into the thinking of "my way or the highway." There's a reason we do things the way we do: because our way works. In many cases, a lot of time, effort, trial, and error have gone into refining our methodology. But sometimes, we just do things a certain way because "that's the way it's always been done." Opening our minds to other possibilities helps us grow personally -- and as an organization or team.

5. Neglecting development and refinement of the mind and not acquiring the habit of reading and study
Most business leaders are also lifelong learners -- always reading, refining their skills, and studying others to stay ahead and continually improve their companies. Many also embrace a culture of learning throughout their organizations -- cultivating knowledge, encouraging growth, and rewarding employees for ideas that translate to the company's bottom line.

6. Attempting to compel others to believe and live as we do
In some ways, this relates to #4 above, but on a grander scale. Instead of issues related to company policy and procedure, this mistake goes into personal beliefs and attitudes. Sure, life would be easier if everyone believed the same things and lived their lives the same way, but it would also be a lot duller. Different opinions, beliefs, and life experiences can infuse a team with energy and lead to fresher ideas and bigger innovations.

So, what do you think of Cicero's mistakes? Can you think of any that he might have missed? I'd love to hear your thoughts in the comments below.

High Five! Ways to Make Your Work-Life More Enjoyable

Nineteenth-century humorist Josh Billings famously said, "Life is a grindstone. Whether it grinds a man down or polishes him up depends on the stuff he's made of." Here are five tips to help you make sure life's polishing you into a beautiful gem:

Slow down. Yes, we're all busy, and we all have deadlines we need to meet. But trying to go 100 miles per hour in 20 different directions simultaneously will only get you nowhere that much faster. Take some time each day to step away from the grind, unwind, and slow down. Go for a walk. Spend time by yourself. Buy a coworker lunch or a cup of coffee. Or just relax, recharge, and reconnect with the world around you. You'll return more focused and better able to handle the day.

Show appreciation. As human beings, we all appreciate feeling, well, appreciated. Make sure you thank those around you for the things they do to help and encourage you. Let your coworkers know how much their time, talents, encouragement, and support mean to you every day.

Offer positive reinforcement. This may sound like showing appreciation, but it's a little different. With appreciation, you're thanking someone for something they've done for you. With positive reinforcement, there's no expectation that the other person has done or will do anything for you. You're showing them encouragement with no strings attached. For example, when you see a coworker making strides in an area of concern or taking on new challenges, give them a pat on the back and hearty congratulations. Similarly, if you see someone struggling, offer support and guidance if you can.

Counter negativity with positive words and praise. Negativity is a highly contagious workplace disease. Don't let it spread to you. Avoid overly negative office chat. Focus instead on building people up by being a positive voice for and influence on those around you.

Find creative ways to use your strengths. We all have things we need to do at work, and it's important to accomplish those tasks. But, whenever possible, try to carve out some time to work on projects that showcase your talents and put your strengths to maximum use. If such projects are hard to find, create your own, and present them to your manager or boss. Make sure to include valid reasons you think your projects will benefit the company. If your ideas get shot down, don't give up. Come up with a better plan, and keep trying. Your initiative, determination, and positive attitude will not go unnoticed.

Of Manhole Covers and Marketing

You've probably heard the question asked, "Why are manhole covers round?" Answers vary from the obvious ("because manholes are round") to the more obscure. Wikipedia offers several possibilities. My personal favorites?

1. A round manhole cover cannot be accidentally dropped into the round hole it covers.


2. The circular shape makes the heavy covers easier to roll.


3. Round castings are easier to machine lathe than those of another shape and less expensive to produce in a size wide enough for a person to fit through.


4. The round shape makes it easy to replace an open cover without having to line up the corners.


5. A round tube holds up better against the earth's compression surrounding it than a shape with corners would.

If I were to guess, I'd say it's probably a combination of all these things (and maybe more) that made round manholes and manhole covers so popular.

Which brings me around to marketing.

Like a manhole cover, the best shape for your company's marketing is also round. More to the point, the best approach to your marketing is a well-rounded one. Just as the reasons for using a round manhole cover are many and varied, so too are the reasons for choosing each specific element in your marketing plan. The big difference? In marketing, there is no one-size-fits-all.

As you consider new marketing opportunities for your company -- and reexamine existing channels you're not sure are still working as effectively as before -- ask yourself, "How well does this approach fit with my overall marketing plan?" If the answer is "not very well" or the reasons you come up with for trying it aren't very sound, you know where that idea should go: straight into the file shaped like a manhole cover.

A Fish Story Worth Remembering

Many years ago, a pike was placed in a tank with live minnows. As you'd expect, the pike immediately swam at the minnows and ate them. After a few days, a glass partition was added to the tank, and the minnows were placed on the other side of the glass (away from the pike). The pike continued to swim after the minnows, but kept running into the partition. Eventually, it gave up and swam around its own side of the tank instead.

After some time, the experimenters removed the glass partition separating the fish, but the pike still did not go after the minnows. It had been conditioned to think it could not reach its prey. An account of a similar experiment involving perch is available here.

So what does any of this have to do with business? Well, people, like fish, often give up too soon. We condition ourselves to believe a goal is unobtainable because we've experienced setbacks in the past. We give up trying, even if the barriers that once held us back are no longer there.

So the next time someone (even that small voice inside yourself) tells you, "Oh, we've tried that before, and it doesn't work," remember the story of the pike. Then give it one more try.

7 Keys to a Successful Collaboration

The business annals are filled with examples of successful (and not so successful) collaborations. Many of the innovations we take for granted today are the result of individuals and organizations coming together to work toward a common goal. If your company is considering a collaboration (even internally between departments), here are a few tips to keep in mind:

• Start with a common goal, and make sure all parties understand it. Outline your plan, and decide up front who will be responsible for which aspects of the project.


• Spell out your expectations, key deliverables, and a timetable for completion. That way, everyone will start on the same page.


• Establish trust... and work to maintain it. Without trust, information will not flow freely, and if that happens, the collaboration is doomed. Starting with common goals and expectations (see above) will go a long way to building trust, as will delivering on the promises you make.


• Of course, building trust doesn't mean compromising security. When collaborating with another company or with individuals outside your company, share only information that is vital to the project at hand. This will serve two purposes: First, it will save time that could be wasted getting into details that are irrelevant to the work. Second, it will eliminate leaks that could damage one collaborator's position.


• Along those same lines, have all parties involved sign non-disclosure agreements, as a legal safeguard to ensure everyone has the project's best interest in mind. Obviously, this is not necessary for internal collaborations, but when working with outside parties, an NDA can keep everybody protected.


• Let each collaborator focus on their strengths. In successful collaborations, each party brings its own strengths and skillsets to the table. Trouble starts when egos get wounded and collaborators are unwilling to give up control of certain aspects of the project. A well-defined and documented plan, like the one outlined above, will help.


• Keep in close touch with your superiors. If you're representing your company in a collaboration, let your supervisors know how things are progressing. Keep them in the loop, so they can step in when necessary to help ensure the project remains on track.

What other tips or examples do you have to share from your own collaborations or from collaborations you've seen? I'd love to read about them in the comments below.

Six Steps to Handling Mistakes at Work

Mistakes are a natural part of life... and business. How you handle those mistakes will go a long way in turning a dissatisfied customer around. Here are a few things you can do when mistakes occur at your company to help resolve the issue and make sure it doesn't happen again:

1. Acknowledge the mistake. When someone brings an error to your attention, own up to it. Apologize for any inconvenience it may have caused, and get to work (with the customer) to resolve the situation.


2. Act swiftly. As soon as a mistake comes to light, get to work fixing the problem. If it's a quick fix, all that much better. However, if resolving the issue will take more time, let the customer know that, too, and set a realistic timetable for reaching a resolution.


3. Keep the customer involved. Ask the customer what you can do to make things right, and keep in close touch with them until the issue is resolved. This will help the customer see how seriously you take the situation... and their business.


4. Follow up and follow through. After the situation has been resolved, follow up with the customer to make sure everything is now okay. Follow through on any promises you made, and let the customer know how much you appreciate their feedback.


5. Schedule a postmortem. Once you've had a little time to breathe, gather together the key members of your team who worked on resolving the problem. Figure out what caused the initial error, and decide what can be done differently in the future to prevent the same thing from happening again.


6. Shore up your processes. This goes hand-in-hand with the previous step. With the team's recommendations now in hand, start implementing the changes you think will help your company move forward into the future.

Break the Ice - 6 Cold Call Success Strategies

Few of us enjoy making cold calls, but for many salespeople cold calling is inevitable. Here are six tips to help warm your next cold call:

1. Don't make the cold call your first point of contact. Instead, start with a letter or email. Introduce yourself, your company, and the products or services you provide. Explain the benefits the prospect will gain from working with you, and let them know you will be following up with a phone call to set up an appointment to talk.


2. Or the last. Don't jump right into a sales pitch on your first cold call and expect to close a sale. Respect the person's time, their schedule, and the fact that your call was not on that schedule before you made it. Ask if this is a good time to talk. If it isn't, suggest times when you could call back, or offer to meet in person if that will work better for the prospect.


3. Do your homework. Find out ahead of time who you should be contacting at a prospective company. Learn what you can about their business and how your solution can best fit their needs.


4. Prepare an outline. Have some idea what you want to say before you make your call. Start with a script if that makes you comfortable, but try not to make it sound too mechanical or forced. Relax as best you can and try to be yourself. Your preparation and earlier contact should help.


5. Ask questions. Don't do all the talking. Instead, introduce yourself, and then ask the prospect about their company and the role they play in it. Listen carefully to their responses. Work to build a rapport and connect with them one-on-one.


6. Follow up. As your call wraps up, try to set a time to meet face-to-face or over the phone again. After hanging up, send another email, thanking the person for their time, and reminding them of any future appointments you made. If they had questions you were unable to answer on the spot, find those answers and pass them along as quickly as possible. And create a schedule of regular follow-up activity to help you stay front-of-mind.

So what other advice do you have for warming up cold calls? I'd love to hear your suggestions and success stories in the comments below.

Business Lessons from a Pinewood Car

Every year, Cub Scout packs across the U.S. hold pinewood derby races. In Canada, Cub Scouts take part in a similar event, known as the kub kar rally. In both events (and others like them), the idea is simple. Participants are given a block of wood, four plastic wheels, and four small nails to use as axles. They can fashion their cars pretty much any way they want, as long as they meet the guidelines for the race. Weights are added, and the cars are raced down a track, with gravity as the only source of power.

As you might imagine, designs and color schemes run the gamut. Some scouts will create traditional-looking race cars, while others will add their own creative flair. As racers line up, it's hard to imagine that all those cars started out exactly alike, as simple blocks of wood.

In business, many companies start out with similar sets of raw materials or similar product lines. Some focus on creating flashy or innovative designs and marketing campaigns that help them stand out from the crowd. Others focus on the basics, like making sure the axles and wheels are sanded smooth and properly lubricated with graphite, to ensure an optimal ride. Still others strive to distribute the weight properly, to maximize efficiency and make sure the right people are doing the right jobs that best suit their skills.

And the best companies? You guessed it. They do all three.

So, while the business world may not always run on a nice, smooth track -- and the playing field is not always level -- with the right preparation and some good, old-fashioned hard work, your company can win the day.

The Surprising Significance of Insignificant Things

Have you ever thought about the tremendous impact one small change can have on an outcome or meaning? Consider the words hail and fail, for example, or the words hire and fire. In both cases, just a single letter ("h" versus "f") separates their spelling, yet each is worlds apart in meaning.

Make a brilliant decision or positive impression, and you're likely to get hired and hailed. Make a lousy decision or negative impression, and you could just as easily find yourself fired and labeled as having failed.

The idea of small, seemingly insignificant events affecting much larger outcomes is hardly new. The whole notion of the butterfly effect is based on just that premise. The flapping of a single butterfly's wings, the theory holds, can affect a hurricane's formation. That tiny, barely noticeable breeze, coupled with the right conditions, can build and grow, like a snowball rolling downhill in a Looney Tunes adventure. And if you aren't careful, you could end up like Daffy Duck or whichever other unfortunate character finds themselves at the bottom of that hill.

As you look back on your life, career, or business, what moments stand out to you? Oftentimes, it's something so small it goes by unnoticed when it happens. Your decision to take a certain class in college, for example, that led you to a teacher who became a mentor in your life. Or the decision to bypass your usual coffee shop one morning, which led to a chance encounter with a potential client or now dear friend. In hindsight, we can point out the significance of such moments, but at the time, they often seem small and unimportant.

So the next time you're facing a decision or looking for a change in perspective, think about the little things. And remember that even the most seemingly insignificant change you make right now can have a big impact on your life or business somewhere down the line.

What Does it Take to be a Successful Entrepreneur?

Many books and articles are written by and about successful entrepreneurs, with great information about what it takes to succeed. If it were possible to distill all of that information into a few words, it might be this: Being a successful entrepreneur really just boils down to solving problems and being resilient enough to find answer without giving up.

As Thomas Edison famously said: "If I find 10,000 ways something won't work, I haven't failed. I am not discouraged, because every wrong attempt discarded is often a step forward." Hopefully, you won't need 10,000 attempts to find the solution you're looking for, but many people give up after only a few tries.

Whether you own a new company, have been in business awhile, or are an employee with the desire to become successful, the next time you run into a problem, take the initiative to find a solution. Be persistent, and don't give up at the first sign of resistance. Yes, that is easier said than done. There are many entrepreneurs, but not nearly as many successful ones. Those who succeed are champion problem solvers and have the will to not take no for an answer.

What Are Your Product Photos Saying?

If a picture's worth a thousand words, have you ever thought about what your photos are saying? We live in a visual age, where images surround us. Whether on your website, marketing materials, billboards, or ads, the photos you choose to represent your products and services are very important. Here are a few tips to ensure your photos are saying what you want:

• Don't photograph your products on a cluttered shelf. Rather, depict them in use in an appropriate abstract environment or on a clean white background.


• Save your originals, and don't reduce their file size. You never know when you'll need to re-purpose images, such as if you want a low-res image from your website to work in a high-resolution print brochure.


• Take a lot of photos when you have the opportunity. You may be surprised how a new angle or different lighting can change the appeal and appearance of your products.


• If images don't do justice for your products, don't use them. Consider posting a "photo coming soon" placeholder, rather than posting a poor-quality photo. But do so only if you fully intend to post an image later.


• Adjust the resolution of photos on your website to ensure they won't slow the load time for the page. Nothing is worse than a great photo nobody has the patience to download and see.


• Use intriguing photos to supplement Facebook posts and create additional interest. Organize these photos into albums for easy viewing, and use relevant album names, such as "new products," "seasonal promotions," and so on.

Will the World End in 2012?

There are doomsday predictions that say the world will end this year. We won't be able to validate those predictions either negatively or positively until this time next year (if there is a next year!). But one thing is certain: Sadly, 2012 will be the end for some businesses.

While going out of business is an unfortunate reality that happens in many industries (especially in a down cycle like we've been experiencing lately), it does NOT have to happen to your business.

So how can you keep from becoming part of the statistics in 2012? Make a real commitment to marketing your business.

Marketing does not have to be overly complicated or require a large budget. It might be as simple as figuring out the ideal prospects who would purchase what you sell, then targeting those prospects with relevant messages via as many marketing channels as your budget allows. If your budget is tight, focus on a niche group. Start small, and grow your business from there.

If you don't have one already, start a marketing calendar today, and set up a plan for various marketing activities that you will do throughout the year. Be encouraged and proactive, so we can all look back at this time next year and chuckle about the latest doomsday predictions.

An Internal Newsletter Your Team Will Love

While newsletters are a great way to build relationships with customers, many companies overlook the team-building opportunity an internal newsletter offers within their own doors, as well. Internal newsletters are a great way not only to learn more about colleagues, but also to keep employees informed about company news, events, and other important announcements. Here are a few tips for creating an internal newsletter your employees will love:

• Create a plan by defining the frequency of your newsletter (such as monthly or quarterly) and the types of articles or sections you'd like to include. Also develop a template you can easily modify for each issue.


• Encourage teamwork by assigning a few people to specific parts of the newsletter each month, such as pulling company stats (sales volume, incoming calls, trade show outcomes, etc.), writing feature articles about company events, and so on.


• Create an idea library. Stockpile various ideas, photos, jokes, quotes, seasonal graphics, etc., to save time down the road.


• Acknowledge employee birthdays, corporate anniversaries, new hires, promotions, etc.


• Consider offering a "message from the president" to make employees the first to know about new products, company changes, initiatives, etc.


• Highlight successes. If a department had an outrageous month, highlight their achievements, and offer a company-wide congratulatory message.


• Share encouraging survey results, customer compliments, and thank you notes from appreciative customers.


• Consider a Q&A section where employees can submit questions and have a leader provide answers in an open forum for all to see.


• Use an "employee spotlight" article to help staff members get to know their colleagues better. This type of article can range from information about the employee's position within your company to their personal hobbies, interests, and the like.

By creating an internal newsletter that encourages team-building and focuses on the successes of your employees, you can not only increase communication amongst your colleagues but also boost employee morale and give your team something fun to talk about around the water cooler.

What other ideas can you think of for an internal newsletter? Share your thoughts in the comments below.

7 Rules for Prospecting in 2012

The best way to not only survive the recession but to actually thrive in it is to bring in new clients and new business. Growth is possible, even in this economic climate.

The lifeblood of all businesses is gaining new clients. Acquiring new clients is challenging enough in any environment, but especially today. The lack of new clients is often the primary cause for the decline and failure of a company.

To get new clients, you must look for prospects who fit what you do best. Here are seven rules for prospecting in today's environment. Following these rules will make it easier to start new relationships that will lead to new opportunities in 2012 and beyond.

1. Do This, and You Can Forget All the Other Steps!

You must have heard by now that all you have to do to get new business is to send a few tweets and Facebook posts, then sit back and wait for the hordes of leads to flood your website and your phone lines, right? Inbound marketing can fix all of your company ills by solving all the lead generation problems. Old school prospecting is a thing of the past. Your leads will now pursue you. No doubt you have read and heard about all of this, and for those who believed it, it wasn't too long before frustration set in. Thousands of dollars later, the realization came that these are half-truths. Sure, there is a place to mix in these tactics, but to really succeed in growing your business, nothing can replace real prospecting that leads to real relationships that open the door to real opportunities.

2. Have a Plan.

You will never know where you need to go if you don't have a plan. This is an old rule, but it applies as much today as it did in the past, and it will continue to apply far into the future. You must know the profile of the person and the company you can profitably do business with. You must set real goals and have a realistic plan to achieve those goals. Know what you want your ideal client to do as the next step when you are prospecting, and use that as your objective. Break it down to a step-by-step process, and track your leads to see where they stand in your sales lead funnel.

3. Research Before You Make the First Call.

Do some homework on your potential prospect before the first call or meeting. Know who the decision makers are, and try to find out their hot buttons ahead of time. The more you learn, the better your chances for making a connection and bond. You may never get that chance again. But don't waste too much time researching. If you stop all of your prospecting activities to research, your pipeline will grow stale, and you will halt your momentum. So do your research, but don't stop your prospecting.

4. Decide What Methods to Use.

Which are the best methods to use for lead generation? The best way to open the door to a relationship with your ideal client depends on the prospect. Some will like phone calls, some will like email, some will prefer direct mail, some will only respond to referrals, and some will respond to a business or casual network environment. Don't just rely on one method. Use as many as you can, and vary your approach. Let your prospect decide which one is best for them.

5. Just Do It.

Doing everything you need to do once you start the process of prospecting is not easy. Get help where you need it. It doesn't matter if your process is not perfect. Can't get an appointment to see the top decision maker? Go for the second in command. Do whatever is necessary to keep the activities moving forward. Work hard, but also work smart. Use all of the productivity tools and help you can get. But whatever you do, don't let anything stop your momentum. Keep your eyes on your goals.

6. Make Them an Offer They Can't Refuse.

Great. You are filling your pipeline and getting appointments. Now what? You will greatly improve the odds of getting your prospect to say yes if you have a compelling proposition that adds real value or potentially solves a problem for them. Why should they do business with you over any other similar company that wants their business? Why should they choose you and invest their limited time with you? How are you going to help them grow their business and improve their business results? In other words, you must answer the question: what's in it for them?

7. Ask Questions and Follow Up.

Ask great questions and (more importantly) listen to their answers. Take notes so that if you can't give answers instantly, you will be able to get back with them with the correct information later. Most of the prospects you meet will be juggling multiple tasks just like you are. It is very easy to forget about you and your proposal. Follow up relentlessly until you get an answer. Of course, you don't want to be a pest, but at the same time don't take a lack of response as a negative answer. Be respectful, but don't give up easily. These character traits are what set apart the top achievers from the also-rans. If you learn these skills and master them, your prospect pipeline will never dry up.

Making Connections

Inside every human being is a desire to connect in real and tangible ways. This desire for connection permeates everything we do and every decision we make: even our decisions of what to buy and when. We respond to ads because we connect with them somehow. A spokesperson, scene, or catchphrase resonates with us and makes us laugh, or cry, or both.

• A soldier sits down in a quiet moment to listen to a recordable storybook his child sent from home.


• A team of clydesdales pulls an iconic wagon into New York City, then bows silently before the Statue of Liberty in reverence.


• A couple drives frantically to the top of a parking ramp. The man jumps out and signals his confused girlfriend to follow, just in time to... miss the airplane banner flying by, asking her to marry him.

Each of these commercials (and many others like them) tells a story that, at first glance, has little to do with the product they're selling. Instead, they show the product (or in the case of the clydesdales, a symbol of the product) in real-life situations that make it far more relatable than a simple product shot or feature list ever could.

Here are links to the three commercials I mentioned in this post. A quick warning: If you haven't seen these, you might want to have a box of Kleenex nearby for the first two. Feel free to list some of your own favorites in the comments at the end of this post.

"Active Duty" Hallmark Commercial

9/11 Tribute from Budweiser

Wherever Life Takes You (Chevy Cruze ECO)