Strategic Bragging (Part 2)

January 13th, 2012 by Steve Dorfman | 2 Comments | Filed in Business Development

3 Impeccable Selling Strategies

In Part 1, I shared about “Chuck” the wedding DJ and his cocky approach to salesmanship. While it’s important to be skilled in tooting one’s own horn, it must be done in such a way that it doesn’t seem conceited and therefore repel prospective clients.

But wait! There’s more …

Selling products via infomercials is a multibillion-dollar industry. While I don’t necessarily agree with all of their (often cheesy) tactics, we can learn at least a few things from their success. The leaders in this industry seem to have mastered the art of strategic bragging. In the quick sections that follow, we’ll take a look at 3 leading sales strategies and discuss how to make them work for you.

1.     Show, Don’t Tell

Infomercial presenters do an incredible job of showing us the features and benefits of their products. In the book, Made to Stick, “The curse of knowledge” is addressed. The concept is this: Because we know our products and services inside and out, it’s actually difficult to put ourselves in the shoes (mindset) of people who know little or nothing about them, i.e. our clients and prospective clients. As a result, we talk more about the concept of what we’re selling, and fail to demonstrate what it’s going to do for the end user. That causes a disconnect, because people don’t buy concepts, they buy benefits – and it’s your job to show them what the benefits are..

2.     Features vs. Benefits

In my early days of selling, one trainer made the clear and all-important distinction between a feature and a benefit. While salespeople – from all industries – seem to love talking about features, they often forget to cover the related benefit(s). Clients enter your space with one thing on their mind: What’s in it for me?

Case in point: Most of you have probably heard of 4G (cellular) technology. We’re bombarded with the advertisements on TV and radio, but do we really know what it means? Simply put, 4G is the fourth generation of cellular phone wireless access platforms. It’s a feature and means absolutely nothing to you … until you understand its benefits. A 4G-enabled cell phone will speed up your Internet access and web browsing experience, which also means quicker downloading of your documents and less wait time to view online or emailed photos. Don’t get caught up in a cool-sounding name or function: Brag about your features, then move (quickly) toward the related benefits; what’s in it for them.

3.     Social Proof

Social Proof: A psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation. This effect is … driven by the assumption that surrounding people possess more knowledge about the situation.¹

When we’re unsure about something, we tend to look to others and their experiences. That’s why a key component to any successful infomercial is its testimonials. In fact, I believe this to be the most powerful ingredient of all. Are you sharing stories from other satisfied clients? Better yet, are you sharing video testimonials from previous clients?

Be strategic in your sharing. The next time you’re consulting with a prospective client, think back to a similar client and their related dominant buying motive. If you don’t already have a video testimonial from that person, perhaps they’d be open to sharing their excellent experience with your prospect. It certainly doesn’t hurt to ask.

These tips were intended to illustrate ideas on how to brag … strategically. This certainly isn’t an exhaustive list, just 3 leading strategies. What practices have worked for you? What are some ways that you regularly demonstrate your expertise/skill/experience? I’d love to hear from you in the comments below.

 ¹Wikipedia’s Definition of Social Proof

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© Copyright 2012 to Present – Driven To Excel, Inc. All Rights Reserved.

 

Strategic Bragging

January 4th, 2012 by Steve Dorfman | 5 Comments | Filed in Business Development

Knowing When and Where to Toot Your Own (Business) Horn

(Part 1)

If you Google strategic bragging, it appears my friend Sally Strackbein coined the phrase. And while its use has brought a chuckle to many a room, it’s a serious concept. After all, no one likes a “Me Monster” and I have found that if you must brag, you might as well be strategic about it.

My recent search for a wedding DJ has provided a great example. As it turns out, I’ve found that many professional DJs aren’t able to express their emcee-expert-party-guide personalities over the phone. Instead, they come across as rather awkward and uncomfortable. Go figure. I’ve chalked it up to this: They must need a microphone and an audience to come alive. However, one of the seven DJs I interviewed over the phone had no trouble expressing himself.

This guy – we’ll call him Chuck – referred to himself as “The DJ to the celebrities.” He said he’d deejayed parties for Robert Duvall, Burt Reynolds and the like. While I trust he’d probably do a fine job emceeing a wedding – and creating a memorable experience on one of the most important days of his client’s life – I was clear in telling him this: While his expertise probably warranted his asking price, the fee was more than Maggie and I were willing to invest. That didn’t stop him from keeping me on the phone for an additional five minutes in order to express how great he believes he is and how great everyone else has told him he is – he paraphrased at least three previous clients’ testimonials. This was all done in such a way that it was not necessarily arrogant, but definitely boastful.

Chuck the DJMany weeks later, one Wednesday night at 9:30pm, I received a call from Chuck. He was calling me, seemingly, to pat himself on the back and try to get me to follow suit. The conversation went something like this:

Chuck: “Hey, I heard your friend was going to be able to make it in from Ohio to DJ your wedding. Didn’t I give you the idea to fly him in and have him use another DJs equipment (so he’d make it here in time from having done another wedding the night before in Ohio)?”

Me: “Yes. That was a very creative idea and although that’s not the current plan, discussing it with him certainly opened the door to further conversation and creativity. Thank you for that.”

Chuck: “Well, I was just calling, you know, since you do the whole Driven to Excel thing, to ask you what you thought of my service.”

Me: “How do you mean?”

Chuck: “Well, instead of just sending you on your way, I offered you a creative idea and even had another DJ friend of mine give you a call when he had a cancellation for your day. So I was just wondering what you thought of my customer service.”

Me: “You certainly went above and beyond, Chuck, and I appreciate you for doing that.

Chuck: “Yeah, you know, I could have just sent you packing but I did so much more than that.

Me (thinking to myself): “Is this guy trying to get some kind of consulting/finder’s fee out of me?”

Me (wanting to be certain I had the right guy): “Well, Chuck, if I remember right you’re the ‘Celebrity DJ’ right?”

Chuck (clearly bragging now): “Well, if you consider Robert Duvall, Burt Reynolds, Bill Clinton and Billy Joel celebrities … then yes … I suppose I’m that guy. Heh!”

Me: “Well, you’re certainly confident in what you do. Thanks again for all your help.”

Chuck: “Hey, before I let you go I just wanna share this. I did a party at the Hyatt near Dulles last weekend and just this morning their meeting planner was on the phone with me going on and on about how great I was; how she’d never witnessed a better DJ. In fact, she said that this morning alone she’d referred me to four brides! Now how’s that for a testimonial?!”

Funny thing is, when I asked Chuck if he had any video testimonials from satisfied clients, he told me that (as crazy as it may sound) he didn’t even have one single written review on WeddingWire.com – a site he himself cited as a resource for couples looking to tie the knot.

Clearly, Chuck has demonstrated (beautifully, I might add) exactly what not to do.

With integrity and professionalism as the foundation for my customer service and sales training curricula, we discuss early on that these are not qualities one can ever claim to possess. It must be demonstrated and demonstrated consistently. Can I be honest with you? It’s like starting a sentence with “Can I be honest with you?” In other words, show, don’t tell.

In part 2, we’ll discuss how you can clearly demonstrate your skill and ability while remaining completely professional, credible – and likeable.

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Why do you do what you do?

August 18th, 2011 by Steve Dorfman | 4 Comments | Filed in Business Development, Personal Development

He was coaching me and he didn’t even know it!

I thought he was the hired photographer but…

RelationshipsAt the end of my seminar for a trade association last September, the guy who’d been taking photos all morning came over and introduced himself as Hersch Wellman. He said he was the region’s past president and wondered if I’d be willing to come and speak for its larger Eastern Zone meeting a few months later.

Toward the conclusion of our in-depth and engaging 30-minute chat, Hersch asked me a question I’d never heard posed quite this way. He asked, “So, what do you want people to get from your talks? What’s the message you’re hoping to impart?” In other words, “Why are you doing this?”

Seeing as the talk he’d just heard was on Leveraging Social Media for Business and I speak mainly on the topics of customer service, sales and leadership, I asked him to clarify which topic he was referring to. “All of them,” he replied. “What’s your ‘message’? What do you want people to get out of what you’re doing? … Do you need some time to think about it?”

By the time he was done asking, the answer hit me like a ton of bricks. “It’s all about relationships,” I answered. “My mission is to share with people that in every aspect of business and life, our relationships will always be at the core of our success … however one chooses to define success.”

In that moment, it became crystal clear to me that the common thread in everything I’d ever delivered over the previous five years, under the Driven To Excel umbrella (through sales training, team workshops, customer service training, leadership coaching and speaking engagements) was and is about building mutually beneficial, remarkable RELATIONSHIPS.

I thanked Hersch a number of times for helping to bring me so much clarity, and then asked the same question of him. He said no one had ever asked it back, and after a little thought his answer was quite inspiring; it was rooted in being of service to others and helping them to grow.

In Dan Pink’s latest bestseller, Drive: The Surprising Truth About What Motivates Us, he proves – drawing on 50 years of indisputable research – that our intrinsic motivators at work are autonomy, mastery and purpose – purpose being defined as being a part of something bigger than ourselves. It was gratifying to realize that both Hersch’s answer and mine conveyed a clear sense of purpose in our work.

If you’re in a career you love and are truly passionate about, chances are good that all three of the above motivators – autonomy, mastery and purpose – are firmly in place for you. If, on the other hand, one or two are missing, you may now know why you’ve been feeling stuck, unsettled, or even unplugged.

So, I ask you – yes, you: Why do you do what you do?

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3 Top Mistakes to Avoid During a Job Interview

July 27th, 2011 by Steve Dorfman | 6 Comments | Filed in Business Development

You’re Interviewing Them, Too… 

Job ApplicantI’ve conducted countless job interviews over the years and I’m still amazed at how many mistakes are made by most job applicants.

Put yourself in the shoes of your interviewer for just a moment. Let’s set the stage:

As someone conducting a job search, although you’d love for the process to be predictable and efficient, most applicants do a great job of filling the process with unexpectedness, a lack of integrity and even the absence of professionalism. For example, people are sending you generic cover letters and resumes with typos, bad grammar and inconsistent tense, taking too long to reply to e-mails, no-showing or showing up late for interviews, arriving inappropriately dressed … and the list goes on.

The list of glaring mistakes is so long, in fact, that we’ll just have to stick to what I find to be the top 3. Let’s count them down and discover how to follow a few avoidance tactics: Read the rest of this entry »

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Always Have the Last Word

June 21st, 2011 by Steve Dorfman | 2 Comments | Filed in Business Development

E-Mail Etiquette with an Impact

A couple of years ago, I felt compelled to write a testimonial letter. I had received remarkable service from a pair of business owners and it took an entire page to express my heart-felt gratitude. I e-mailed that letter, as an attached Word document, to both owners. Additionally, I included a request for their physical mailing address, so that I could provide them with a signed copy on letterhead. I waited and waited, but Read the rest of this entry »

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Amazon’s #1 Business Secret

April 19th, 2011 by Steve Dorfman | 4 Comments | Filed in Business Development

Obsessing Over Customers

A few words from Amazon’s Founder, Jeff Bezos

Delivering HappinessOkay, my new favorite book is Delivering Happiness by Tony Hsieh (CEO of Zappos.com). So what does that have to do with Amazon … besides the fact that in 2009 Amazon acquired Zappos for about $1 billion? — I’ll get to that…

There are several reasons to love this book, but if you know anything about Zappos.com, it’s probably that they are a benchmark for customer service. In fact, their company tag line (deservedly so) is simply, “Powered by Service™.” They are world famous for their free shipping (both ways!) and their uber-liberal 365-day return policy, but there is so much more to this company. Their innovative approach to customer service is revolutionary and their success secrets … well … aren’t really secrets. In fact, you can read all about their approach to business, leadership, teamwork, innovation and of course world-class customer service in the book.

On to Jeff Bezos
In Delivering Happiness, Hsieh tells of the long-standing positive relationship that existed between Zappos and Amazon well before the partnership ensued. In the audio version of his book, which the author reads himself, you’ll also hear the voices of many Zappos employees, a customer or two and that of Jeff Bezos all reading to you.

In the following quote from Jeff Bezos, Founder of Amazon.com, he explains that your energy is far better spent focusing on your customers than on your competitors…

“The first thing I know is that you need to obsess over customers. I can tell you we have been doing this from the very beginning and it’s the only reason that Amazon.com exists today in any form. We’ve always put customers first – when given the choice of obsessing over competitors or obsessing over customers, we always obsess over customers. We pay attention to what our competitors do but it’s not where we put our energy; it’s not where we get our motivation from. We really like to start with customers and work backwards. And again, that is the key thing that I know and it covers a lot of other mistakes. If you’re truly obsessed over customers it’ll cover a lot of errors.”

(To watch Bezos discuss this and other top strategies (for world domination), you can watch his 8-minute video on YouTube)

Are you obsessing over your competition … or your customers? I’d love to hear from you.

____________________________

:: What thoughts do YOU have? ::

© Copyright 2011 – Driven To Excel, Inc. All Rights Reserved.

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“Colleague” or “Competitor”?

April 6th, 2011 by Steve Dorfman | 10 Comments | Filed in Business Development

To “Friend” or Not to “Friend”

Thoughts on whom to allow in

A former client, now friend – we’ll call him Charlie – called me for some advice on an interesting dilemma:  Since Charlie’s recent TV interview has gained a good bit of online publicity, several people from within his industry have requested to connect with him via Facebook, Twitter and Linkedin (like many of us, he also has an active blog and YouTube channel). The thing is, Charlie works in an industry with loads of competition – in fact, in his town alone there must be 100 other companies that do what he does … and they’re all vying for the same local and regional clients. So in Charlie’s small world, “colleague” is often synonymous with “competitor.”

Here is Charlie’s concern:

  • “I’m very selective about whom I connect with on Facebook. I use it mainly for personal stuff. But what if I ‘friend’ someone who steals my business ideas?”

In this post I’ll address his concerns. I expect several of you will feel compelled to chime in. As always, I invite and value your comments.

Create Your World
In the social media universe, Facebook, Twitter, Linkedin and YouTube are the big four. Each has extensive privacy controls to make you highly visible to the world, completely INvisible/inaccessible, or something in between. Decide what’s right and best for you. We’ll use Facebook as an example here:

Make the choice:

a. my Facebook presence is strictly personal
b. my Facebook presence is strictly professional
c. my Facebook presence is rated “E” for everyone

If you decide to go fully public as a representative of your business, give some thought to creating a social media strategy that feels right for you and is aligned with your mission. You could post daily, weekly or monthly updates, sharing videos and articles like I do. Once you’ve made your choice, the path becomes clear and moving forward will be easier. For an example of these easy-to-follow guidelines, CLICK HERE.

Now that we’ve covered the basics, let’s move on to Charlie’s main concern.

I don’t wanna give away my best stuff!
Top SecretSocial media has created an interesting dilemma for many of us, especially Read the rest of this entry »

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