What do you do EVERY DAY to build attraction and brand?

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PERSONAL REALITY: You wake up, shower, shave (M), put on makeup (F), brush your teeth, and comb/fix your hair (if you have any). Every day like clockwork.

Those are personal habits. Rarely (if ever) missed.
What about business habits? Personal, business habits?

BUSINESS REALITY: Do you have the same consistency in your daily business habits? And I wonder how many of your daily habits take the long-term view. Or are you just trying to make sales to make quota? Big mistake.

I want to talk about one element of your personal business habits: Your personal outreach, your daily outreach, that builds attraction, personal brand, authority, known expertise, recognition, position in your industry, Google rank, social media presence, top of mind awareness, and reputation. Oh, that.

Sounds like a LOT of work. But actually it takes LESS time than your morning bathroom routine once you’re set up and rolling. And these are habits that create attraction. Real attraction.

The cool part is it costs (almost) nothing. All you have to do is allocate the time, and (most important) commit to DAILY OUTREACH.

Here’s the master list of available resources that you must employ and deploy:

  • LinkedIn. Your prime professional outlet for finding, attracting, building, and staying in touch with business connections. OUTREACH: Be personal and creative. Don’t use the lines and messages provided by LinkedIn – use your own words. Post something of value, and ask your connections to share it with THEIR connections.
  • Facebook. A place to create one-on-one dialog with customers – especially by responding to their praise and concerns. OUTREACH: Post positive service stories and videos. Respond to issues within two hours.
  • Twitter. 140 characters that put your character on public display. Make every character count. Have something profound to say that your followers would be compelled to send to THEIR followers. OUTREACH: Tweet a value message at least twice a day. One that your followers would find interesting enough to re-tweet to THEIR followers. The object of Twitter is to be re-tweeted by your followers, thereby exposing you to new people (customers).
  • Blog or personal website. A starting place, a landing place, and a jumping off place for stories, ideas, opinions, photos, videos, training, and anything else your customers or followers would find BOTH interesting and valuable. On a blog you can mix business and personal, as long as it’s not offensive. Your posts can be subscribed to and delivered by email. OUTREACH: Blog with a minimum of a weekly, if not daily, post. You have unlimited space for text, photos, and videos. Your blog is an opportunity for people to realize both your intellect and your passion.
  • YouTube. Video is the new black. This is a chance to convey messages, training, subject matter expertise, testimonials, and offers of value. Your viewers can subscribe, and your posts can be cross-pollinated on your blog, your Facebook page, and your LinkedIn profile. All for the low, low price of: FREE.
  • E-zine. A weekly, informational piece that can contain SOME promotional material, but MUST have mostly helpful information. If you need an inexpensive template and delivery platform, go to www.aceofsales.com.
  • Group text messaging. A newer form of communicating to customers and prospects that hasn’t quite found its way. But like all forms of connection, branding, and selling, it will soon emerge as a powerful method of ‘instant offer’ and ‘instant information’ that, unlike other forms of outreach, commands instant viewing.

I’m offering myself an example of what to do. Everything in this outreach formula is based on what I do personally. Study me. Emulate me. My outreach is based on value. My outreach is working.

MY PERSONAL EXAMPLES: On twitter I am @gitomer. On Facebook I am Facebook.com/jeffreygitomer. My blog is salesblog.com. My youtube channel is youtube.com/buygitomer. On LinkedIn search my name: Jeffrey Gitomer. My ezine is published on salescaffeine.com. My website is gitomer.com.

JUST DO IT: You’d think that with all these career building, low-cost or free opportunities, benefits, and life building assets, that every salesperson on the planet would be the MASTER of these outlets – and you would be wrong – drastically wrong – and most likely, PERSONALLY wrong.

MOTHER GOOGLE: All of your ‘outreach’ builds your Google search-ability, ranking, and visibility. The foundation and fulcrum point of your reputation rests on Google. Most of the time Mother Google is the perfect platform and reference point, UNLESS you try to fool her by manipulating your status.

NOTE WELL: Outreach is a lifetime process. When done well, it builds every aspect of your brand and reputation. And over time it creates the real law of attraction – a law based on value offerings, in spite of what you may have read or heard elsewhere.

Yes, my friend, there is also a face-to-face aspect of outreach. That will be covered next week!

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].

Leaving On Top

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David HeenanLeaving On Top: Graceful Exits for Leaders
by David Heenan

About the Reference

Leaving On Top by David Heenan examines the exits of large corporate C-level executives; identifying the several actions common to graceful departures. David shares ten lessons from successful transitions including:

  1. Know thyself
  2. Know thy situation
  3. Take risks
  4. Keep good company
  5. Check your ego at the door
  6. Keep learning
  7. Stage your exit
  8. Know when to walk away
  9. Know when to stay put
  10. Start now!

Why You Should Not Buy This Book

Leaving On Top is a niche book focused on large corporation CEOs and celebrities. David makes no effort to translate his departure lessons to fit small company or below CEO-level executives. Furthermore, Leaving On Top is largely a series of stories and does not get to its departure recommendations until Chapter 12. While these are worth considering, David should have presented his ten points up front and dedicated a chapter to each lesson; providing the reader with specific, actionable insights.

Leaving On Top is too niche in its focus and too shallow in its content for most readers. If you are a large corporate CEO, we suggest you read only Chapter 12, an executive summary, or, better yet, call some of your successful peers.

Salespeople have questions, Jeffrey has answers.

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I get a ton of emails from people seeking insight or asking me to solve their sales dilemmas. Here are a few that may relate to your job, your life, and (most important) your sales thought process right now.

Dear Jeffrey, I have cold called in the past and didn’t have a problem with it. But now I am having a hard time getting people to even hear me out. What is the best way to handle cold calls about a free hearing screening for senior citizens and follow up on a direct mailing? Sherri

Sherri, Cold calling sucks. It’s for people that have no other way of marketing. Senior citizens meet in groups. They have conclaves. They have bridge parties. They have mahjong parties. They have bingo parties. Go to the parties. Stop cold calling people. It’s a waste of time.

What you need to do is sit in a room and in a normal voice and say, “How many people can’t hear me? Well, I guess you’re not raising your hands because you can’t hear me.” And then talk about your free test and ask, “Who would like to take it?” Maybe bring the test to the group. Go to a Kiwanis or Rotary meeting. There are both retired and older people there. Your job is to figure out smarter, better ways to eliminate the cold call.

If you’re gonna use direct mail (goodness gracious!), it’s okay, but its passé. Everyone knows it’s passé. The bottom line is if you get a response from it, then figure out a better way to communicate with those who are interested. Often, the senior citizen will have an email account. Often, the senior citizen will have a Facebook account because they are communicating with their grandchildren. Figure that out. Then make the call. Best regards, Jeffrey

Dear Jeffrey, How do you advertise and get customers to your business with no money? Jamie

Jamie, Actually, it’s easier than you think. If you have some customers, get them to start advertising. Get them to post a little bit of a testimonial for you on their Facebook page and your Facebook page. Start LinkedIn. Start Twitter. And start to use social media to build your business and build your reputation. It’s free. You don’t have to worry about the cost of an ad, which may not bring you the results you’re hoping for anyway. Advertising is more free than it has ever been. Your job is to figure out a way to take advantage of it using existing customers and social media. Best regards, Jeffrey

Jeffrey, I work in the agriculture industry. Most of my customers wear blue jeans and cowboy boots. Everything I read about sales says dress up. When I do, some of my customers make comments about being a city boy, or they say I look like their banker (even though I usually wear dress slacks and a long sleeve shirt with polished shoes). In your opinion, how should I dress? Doug

Doug, Wear what you like. Wear what makes you feel comfortable. If you’re uncomfortable wearing city boy clothes in front of cowboys, then stop doing it. Wear nice, fashionable cowboy clothes. Make certain that if you’re going to wear boots, that they’re polished and have some nice brand name to them. The goal is that your customers will say, “Nice boots!” or “Nice belt!” or “Where did you get that shirt?” That’s what you want. You want one of a kind stuff. Wear vintage stuff. There’s plenty of vintage cowboy stuff out there. Make certain your look, even though casual, is one notch better than the customer would wear when you’re in that meeting with them so the clothes become a positive discussion rather than a drawback. Jeffrey

Jeffrey, I have recently started in sales at a radio station. I have read a few of your books and we follow all of your suggestions as far as selling. I am right out of college and I look it, if not younger! I’m afraid if I try to make appointments in person I will be turned down right away because of my age. How would you suggest I overcome this? Sarah

Sarah, First of all, stop believing that your age is a barrier. Second of all, pre-prepare a 30-second commercial (of around ninety words or less) about the customer before you ever walk in the door. Record it. Walk in and say, “Hey, I just did a commercial for you. Would you like to hear it?”

If the commercial is cool, creative, maybe a little bit edgy, and has a little music in the background they will listen to that commercial and call other people in to hear it.

No one will care about your age if you prepare in terms of the customer. Best regards, Jeffrey

Jeffrey, I recently joined a business broker who has been successful for six years. I am the new boy. It appears revenue is generated from listing fees and commission on sales. Listings are obtained from direct mail, drop ins, and customers seeing our website. Lots of groundwork has to be done to build up listings from zero in my case. Purchasers are coming all the time, and converting them to sales doesn’t appear to be a problem. It only takes one purchaser and the commission is good. What concerns me is we seem to be using old methods to get listings. Snail mail and cold calling. Do you have any suggestions on what you would do to fast track the listing process? David

David, When you start in a job, there is no “fast track.” There’s only what has been done successfully before. Start there. And when you do start there, you’ll be seen as “fitting in” and “part of the team” or “part of the process.” Yes, you’re on your own. Yes, you make your own commissions. You know what? You can’t come in and fight traffic from the first day. What you need to do is harmonize with what’s happening in your place of business. Do it the old way first and then figure out a new way on your own. If it were me, I’d be using social media. I’d be using testimonials. I’d be using every new strategy I possibly could, but not until you’ve made a few sales with the old way. Start there. Best regards, Jeffrey

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].

StrategyDriven Editorial Perspective – The Ugly Truth About Partisan Public Project Labor Agreements

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While we voice concerns about debt and spending, we also need to be mindful of the state of employers, particularly small business and their struggles to remain competitive and viable. Statistically small business, employers of at least 50 percent of our workforce, are struggling, and eager to get your business. They are begging to serve you while balancing unclear taxes, health insurance obligations, and uncertain ability to make payroll. Public project labor agreements (PLAs) provide another hurdle, unless their employees choose to pay union dues.

Here is the ugly truth for small business employers without union workers…

As the result of $50 Million in Hurricane Sandy damage, the New Jersey Senate passed Bill S24251 that approves PLAs. That means that non-union employers will not be included in the bidding process for public work or state funded contracts unless there is a collective bargaining (union) contract representing employees. This is not only bidding preference, this is a freeze small businesses out of competitive bidding unless their employees pay union dues.

In other words, non-union contractors have no place in this public work, period. The NJ Senate Bill S2425 enhanced their existing law in New Jersey for PLAs to include roads, bridges, and water treatment. The bill was introduced and sponsored by Senate President Steve Sweeney, former vicinity president of Iron Workers District Council of Philadelphia. This is a stark contradiction to Sweeney’s inaugural goals including “encourage shared public services among local governments as a way to reduce spending… and make the state business friendly.”2 This Senate Bill is hardly a cost saving, business friendly measure.

Further, in support of unions, on February 6, 2009, President Obama signed an executive order reversing George H. W. Bush’s prohibition on the requirement for project labor agreements on federal projects.3 Obama claimed “it was the government’s policy to encourage the use of labor agreements to avoid misunderstandings about the cost of labor and to ensure that one contractor’s workforce problems during a project not delay other teams involved in the contract.” What it does not address is the freezing out of non-union bidders and the increases in taxpayer costs.

Statistically speaking, only 13.2 percent of the 2012 U.S. private construction workforce belongs to unions.4 This information represents that 87 percent of this employment sector are non-union employees, a solid supposition that they are from the small business sector.

Is this precipitating and/or worsening the status quo with small business? The success of small business is largely measured on their ability to hire and maintain employees. Their success for work is neither viable nor likely considering PLAs. According to the 2012 Year End Economic Report of the National Small Business Association,

  • Just over one-third (38 percent) anticipate their firms will grow in the coming year—the lowest this indicator has been since we began asking this question in December 2009;
  • Hiring remains stagnant with the number of small-business owners who project decreases to their employment size in the coming year rising from 12 percent to 16 percent;5

The reality is that there is a major difference between supporting unions and taking away legitimate bidding power from small contractors and family owned, non-union businesses. And, the competitive bidding process is in place to assure the best look at products, quality of services, at the best price. Competitive bidding is most often used by government agencies that are required by law to open contracts for bid and must award business to the lowest bidder. This is intended to ensure impartiality in buying decisions and assure the best price.

Further included in a PLA is the stipulation that may require even non-union contractors to make contributions to the union benefit and pension funds for each employee. That would result in additional contributions (possibly double the cost) to employers for benefits and pensions that have already been provided.

All eyes are on New Jersey Governor Chris Christie to see what he will do with the NJ approved State Bill 2425. According to Chris Christie’s Office, he will consider the bill including a possible veto when it reaches his desk. Republican Governor Christie is a union supporter, who is up for re-election in November, 2013.

We must not forget, the costs to taxpayers on project labor agreements is between 12 and 18 percent higher when union contractors are only part of the bidding process.6

House Bill HR 436 has been introduced by Congressman Andy Harris (R) from Maryland which would prohibit preference to labor unions or other discriminatory provisions in government projects.7 The Bill has been referred to the House Committee on Oversight and Government Reform.

We know our priorities, at least according to public opinion; Jump start the economy, provide avenues for small business to thrive, patronize local business – not exactly the focus of legislators. The survival of small business is being largely ignored by the elected officials of New Jersey and Washington who must remember that they also represent small businesses, and workers who choose not to be represented by labor unions.

Keep in mind that the National Labor Relations Act clearly protects the rights of employees to form and join unions but it also provides the right to refrain from association with unions. These actions could result in a process of “pay to play” – or in this case, pay to work.

Final Request…

StrategyDriven Editorial Perspective PodcastThe strength in our community grows with the additional insights brought by our expanding member base. Please consider rating us and sharing your perspectives regarding the StrategyDriven Editorial Perspective podcast on iTunes by clicking here. Sharing your thoughts improves our ranking and helps us attract new listeners which, in turn, helps us grow our community.

Thank you again for listening to the StrategyDriven Editorial Perspective podcast!

About the Author

Wendy Powell is the author of Management Experience Acquired. With more than twenty-five years of human resource and management consulting experience, Wendy has spent most of her career at the University of Michigan. She is currently on the business faculty at both Palm Beach State College and the University of Phoenix. A member of the Society of Human Resource Management, she received a leadership award in 2002 from the Midwest College and University Professional Association for Human Resources. She is routinely featured on The Huffington Post and has appeared on Fox Business’s The Strategy Room. Wendy holds a Bachelor of Science degree in business management and a Master of Arts degree in organizational management.

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References

  1. http://www.njleg.state.nj.us/2012/Bills/S2500/2425_I1.HTM
  2. http://www.impact-net.org/news/iron-workers-district-council-president-steve-sweeney-sworn-in-as-nj-senate/
  3. http://www.whitehouse.gov/the_press_office/EXECUTIVEORDERUSEOFPROJECTLABORAGREEMENTSFORFEDERALCONSTRUCTIONPROJECTS/
  4. http://www.bls.gov/news.release/union2.t03.htm
  5. http://www.nsba.biz/?p=5242
  6. http://thetruthaboutplas.com/get-the-truth/
  7. http://thomas.loc.gov/cgi-bin/bdquery/z?d113:HR00436:@@@D&summ2=m&