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The Big Picture of Business – Avoid the Tired, Trite Terms: Encourage Original Thought, Focus on Priorities and Strategy

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Words count. Put together, they reflect corporate culture. Used out of context, words become excuses, gibberish, rationales and basically wastes of energy.

When people hear certain words and expressions often enough, they parrot them. Rather than use critical thinking to communicate, many people often gravitate to the same old tired catch phrases.

I sat in a meeting of highly educated business executives. The presenter was dropping the term ‘brand’ into every other sentence. The word had lost its power and came across as a fill-in-the-blank substitution for a more appropriate though. Many people used to do the same thing with the word ‘technology,’ using it far from its reasonable definitions.

These clichés do not belong in business dialog, in strategic planning and in corporate strategy. These expressions are trite and reflect a copy-cat way of talking and thinking:

  • ‘Solutions’ is a tired 1990’s term, taken from technology hype. People who use it are vendors, selling what they have to solve your ‘problems,’ rather than diagnosing and providing what your company needs. It is a misnomer to think that a quick fix pawned off as a ‘solution’ will take care of a problem once and for all. Such a word does not belong in conversation and business strategy, let alone the name of the company.
  • The ‘brand’ is a marketing term. The strategy, culture and vision are many times greater and more important.
  • ‘So…’ In the 1960’s, TV sitcom writers began every scene with ‘So…’ After enough years of hearing it, people lapse that dialog into corporate conversations. It is intended to reduce the common denominator of the discussion to that of the questioner. It is monotonous, and there are more creative ways to engage others into conversation aside from minimizing the dialog.
  • ‘Value proposition’ is a sales term and is one-sided toward the person offering it. It implies that the other side must buy in without question.
  • ‘Right now’ is a vendor term for what they’re peddling, rather than what the marketplace really needs. Expect to render good business all the time.
  • ‘Customer care’ means that customer service is palmed off on some call center. “Customer experience” comes right out of marketing surveys, which rarely ask for real feedback or share the findings with company decision makers. That is so wrong, as customer service must be every business person’s responsibility. Service should not be something that is sold but which nurtures client relationships.

Many of these stock phrases represent ‘copywriting’ by people who don’t know about corporate vision. Their words overstate, get into the media and are accepted by audiences as fact. Companies put too much of their public persona in the hands of marketers and should examine more closely the partial images which they put into the cyberspace. Our culture hears and believes the hype, without looking beyond the obvious.

Here are some examples of the misleading and misrepresenting things one sees and hears in the Information Age. These terms are judgmental and should not be used in marketing, least of all in business strategy: Easy, Better, Best, For all your needs, Perfection, Number one, Good to go, Results, World class, Hearts and minds, Cool, The end of the day, Virtual, Right now, Not so much and Game changing.

Street talk, misleading slogans and terms taken out of context do not belong in the business vocabulary. Business planning requires insightful thinking and language which clearly delineates what the company mission is and how it will grow.

These are the characteristics of effective words, phrases and, thus, company philosophy:

  • Focus upon the customer.
  • Honor the employees.
  • Defines business as a process, not a quick fix.
  • Portray their company as a contributor, not a savior.
  • Clearly defines their niche.
  • Say things that inspire you to think.
  • Compatible with other communications.
  • Remain consistent with their products, services and track record.

About the Author

Hank MoorePower Stars to Light the Business Flame, by Hank Moore, encompasses a full-scope business perspective, invaluable for the corporate and small business markets. It is a compendium book, containing quotes and extrapolations into business culture, arranged in 76 business categories.

Hank’s latest book functions as a ‘PDR of business,’ a view of Big Picture strategies, methodologies and recommendations. This is a creative way of re-treading old knowledge to enable executives to master change rather than feel as they’re victims of it.

Power Stars to Light the Business Flame is now out in all three e-book formats: iTunes, Kindle, and Nook.

The overlooked power that may be your sales kryptonite.

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I see, therefore I learn.
I see, therefore I think.
I learn and I think, therefore I reason and respond.
THE POWER: That is the power of observation.

How are you taking advantage of that power?
How would you rate your power of observation?

What are you looking at?

How does what you see impact your world, your education, your sales, your career, your success, your family, and your life?

HISTORICAL OBSERVATION: In 1939, when Napoleon Hill completed the best sales book ever written, How to Sell Your Way Through Life, he included “The habit of observation,” as one of the 28 qualities all master salespeople must possess. Here are his exact words: Habit of observation. The super-salesman is a close observer of small details. Every word uttered by the prospective buyer, every change of facial expression, every movement is observed and its significance weighted accurately. The super-salesman not only observes and analyzes accurately all that his prospective buyer does and says, but he also makes deductions from that which he does not do or say. Nothing escapes the super-salesman’s attention!

HISTORICAL OBSERVATION: Ten years ago people looked around and used what they saw to both learn and reason; to think and create experiences; to learn lessons and grow. Life lessons.

PRESENT OBSERVATION: Today everyone has a smartphone and a tablet, and the power of observation is fading into the lure of the electronic siren.

Yes, I look at my iPhone too, but I’m consciously trying my best to limit my ‘stare time.’ I’m only interrupted when my phone rings or if I get a text.

Yes, I use apps as a necessary means to wake me up or help me find my way, and I use my phone as a camera, documenting what I observe and occasionally posting my observations on Instagram (@jeffreygitomer). I get no social media notifications, no email notifications, and none of the other dings, bells, or whistles that are offered on the electronic siren.

REASON: Interruption of thought is where focus is lost.
REASON: Interruption of thought is where ideas get lost.

IF you are focused, observation can trigger a number of powerful mental responses:

  • An idea
  • A past experience
  • A fact you want to convey
  • A developing strategy
  • The capture of a thought (voice to text please)
  • It enables you to deepen the conversation
  • It helps you make a point
  • It solidifies your thinking
  • You can uncover a motive
  • You can find common ground
  • You can build rapport
  • You may even get an AHA! from unfinished thoughts or projects.

Observation is both seeing what’s around you and thinking what’s about you. When you’re thinking and staring off into space, you may not be looking at anything in particular but your mental observation is being called into play.

REALITY OBSERVATION: I see people get off a plane and walk into a wall while reading or texting, and they think nothing of it.

Smartphone or no smartphone, in my experience I have observed that most people are not observant, let alone paying attention to their surroundings. The smartphone has merely increased that lack of observation, not created it.

Whatever the outcome is from your observations, they have added to your wealth of knowledge.

The reality is I’m writing this article that will get millions of views, be made into a YouTube video, appear in my weekly email magazine, become a power lesson on GitomerVT.com, and later appear in one of my books. All that will occur while most people are staring at their phones. And while I realize that’s a general observation, there is no doubt the world has become much less observant in the last five years. Especially the sales world. How observant are you?

The reason I’m writing this is because I just returned from eight days in Paris. Arguably, the most beautiful city in the world and most people there were NOT looking.

“Dude, look at your phone later. YOU’RE IN PARIS!”

No matter what I recommend, each of you reading this will justify your own situation and circumstance: whether it’s speed of response, need to communicate with customers, need for immediate information, or the simple desire to be ‘in the know’ and ‘in the now.’ You will remain with your head buried in your phone, not paying attention to the world around you (with the things around you) and cheating yourself out of your competitive advantage. But, that’s just my opinion.

QUICK TIPS:

  • Access your phone when you’re home or in your office ONLY.
  • Access information when you want to, not when you hear a beep.
  • Turn off social media notifications during the day.

NOTE WELL: Yes, speed of response is important, but if you must ding, use it as a choice rather than a must.

MENTOR LESSON: “Antennas up!” my mentor and friend, the late, great Earl Pertnoy used to say with a smile. It was one of his early pieces of advice to me. He said, “Pay attention to every detail around you. People and things”. So, I always did. And, I still do today.

That simple, but powerful piece of advice has helped me earn a fortune. And it can do the same for you.

Free GITBIT: Earlier this year I wrote more on the power of observation. If you want more on the value of paying attention to your surroundings, go to Gitomer.com and enter the word OBSERVE in the GitBit box.

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

About the Author

Jeffrey GitomerJeffrey 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].

What CEOs want to talk about. HINT: It ain’t your product.

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Everyone tells you to meet with the decision maker.
Everyone tells you to meet with the CEO.

However, it seems no one offers any advice on what to SAY when you get to that meeting, what to DO when you get to that meeting, or what to ASK when you get to that meeting.

HARSH REALITY: It’s more than likely the CEO doesn’t want to meet with you, much less talk about your product or service.

The paradox is that you, the salesperson, are polishing up your presentation to make it your best one ever. But the only problem with that is the CEO doesn’t want to hear your presentation. He or she is busy running a business and has little time or interest in getting down to your specific offer.

HARSH REALITY: Instead of making your presentation, why don’t you just email it to the CEO? That way, when you get there, a decision has already been made and you can talk about what the CEO really wants to talk about.

Here are the 7.5 things CEOs are interested in:

1. Productivity. Productivity has many sides. It may be the production of people or the production of a manufacturing facility. It may even be the CEO’s personal productivity. Whatever the circumstance is, productivity plays a key role.

2. Morale and attitude. CEOs understand that attitude dictates morale and morale dictates communication both internally and externally. If employees are not happy on the inside, customers will be served poorly on the outside.

3. Loyalty of customers. A far cry from satisfaction, customer loyalty is at the heart of growing the business and increasing percentages of profit. Loyal customers will do business with you again and refer others to you.

4. Loyalty of employees. The secret to loyalty is to hire smart, happy, self-starting people with a history of success. Treat them well, pay them well, and give them success training not just on-the-job training.

5. Competition. Not YOUR competition for the sale – THEIR competition for THEIR sales. What do you know about them and how can you help?

6. Market conditions/future. If you are able to talk market conditions and the future with the CEO, you will have their total undivided attention and respect. As a salesperson you cannot ask for more than that.

7. Profit. Everything I’ve just talked about has, at its core, profit and profitability. CEOs do not want to ‘save’ money. They want to ‘make’ money. If you understand their profit, you will earn their business.

7.5 Intellectual exchange. Most CEOs are smart people. They like talking to smart people – people that make sense, provide value, offer useful information, and want a relationship (not just a sale). Is that you?

Here are the real-world to-dos that will get you in the door PREPARED to give your presentation:

  • Get personally ready. Most executives have some kind of bio online. Find it and figure out what you can talk about that fits with who you are or what you do.
  • Get familiar with the 7.5 things CEOs are interested in and have something meaningful to say about each. You have to know about each one from the perspective of the customer, and then add your wisdom or your thinking.
  • Have a reputation they can find. Be mindful that the CEO will Google you, find you on Facebook, look you up on twitter, check out your LinkedIn profile, look for your blog, and look to see if you have any testimonial videos on YouTube. And, you can’t stop them. What they find will impact the decision that they’re about to make. How’s your reputation?
  • Your first question must be emotional. It will lead you to the second – and may even lead to early rapport or common ground. Ask, “Where did you grow up?” This one question sends the decision maker on an immediate, stream of conscious, emotional journey. Thoughts will flash about siblings, parents, friends, and growing up life. If there’s a smile on his face, continue a little bit. Notice immediately that the atmosphere between the two of you is relaxed. If you have something in common say it right away. NOTE: The first question is based on your preparation and research.
  • When you go from personal to business, ask before you tell. When it’s time to segue into business, ask him for his knowledge of the history of his company’s use of your product or service. Get his wisdom and experience and get him talking about himself and his company in terms of you.
  • Ask “who else?” It is likely you will not be working with the CEO once your sale has been made. Ask, “Who would be in charge?” Then ask, “Are they available now?” By meeting with the lower-level person you automatically have an endorsement.

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

About the Author

Jeffrey GitomerJeffrey 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].

Easiest way to make a sale? Start at the top!

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If you’ve never been to the Guggenheim Museum in New York City you’re missing an exceptional experience and an incredible lesson in sales.

When you enter this Frank Lloyd Wright designed building, you’ll be immediately amazed by the rotunda exposing the entire museum. Art is everywhere and a giant ramp wraps around six floors of art treasures.

The question is where do you start?
The answer is simple: start at the top.
Same in sales.

I first wrote about this process 21 years ago in 1993. There was no Internet. Your cell phone was in a bag or hard-wired into your car. No email. Life was simple, but getting to the CEO was hard.

I wrote about starting at the top, and gave recommendations about how to contact the CEO’s ‘secretary’ to get the appointment.

I asked the obvious (sales) questions: Why would you walk uphill when you can walk downhill? Why would you start at the bottom when you can start at the top?

Those same questions still apply today.

Isn’t it easier to make a sale when you start with the CEO? And today there are a dozen or more different ways to get to that same CEO than there were 21 years ago.

PICTURE THIS: You walk into a crowded museum (or a crowded sales environment) and you saunter over to an uncrowded elevator. You enter an empty elevator car and push the top floor button. Boom! Easier than you thought – same in sales – AND the CEO’s office is the LEAST crowded office in the building.

THINK ABOUT THIS: If you start on the first floor, at the lowest and easiest point of entry, whoever is in charge has to call upstairs to their daddy on the 2nd floor to find out if they can do business with you.

And depending on the size and deal, the guy on the second floor may have to call his daddy on the third floor. And of course the guy on the third floor may have to call his dad on the fourth floor, and so on up the ladder.

And of course the salesperson has to climb UP the ladder instead of walking down or climbing down the ladder. Complaining all the way.

Or worse, sometimes that salesperson will send me an email saying, “The guy at the bottom won’t let me talk to his boss” and wants to know how to get around him. The easy answer is: never start with him to begin with.

REALITY: Which is more powerful: Having to claw your way up the ladder and beg for permission or beg for the sale? Or having the CEO come down and tell that guy on the first, second, or third floor who he’s going to be doing business with?

That’s the difference between bottom-up and top-down.

GREAT NEWS: Enter social media, the Internet, blogging, YouTube, and a host of other search avenues. And enter your online reputation. All of these elements will determine whether you can earn a meeting at the top, or not.

REAL WORLD SCENARIO: “Hi, My name is Jeffrey Gitomer. I’d like to schedule a brief appointment with the CEO. Would you mind Googling me while I’m on the phone to determine my worthiness, look at my accomplishments, and perhaps check on my reputation. Now the administrative assistant Googles you to see if you deserve the meeting.

In the old days YOU had to convince the admin to get a meeting. Today, the Internet does the convincing for you. Gotta love it – unless you have no social media presence, no Internet presence, no Google presence, no blog, and no reputation to speak of. Salespeople, including you, can no longer BS their way into a C-level meeting. You either earn it, or you burn it.

Next week I’m going to talk about the five things that CEOs are interested in. HERE’S A HINT: They have nothing to do with your product, but they have everything to do with the CEO, or his appointee, buying your product.

But today’s lesson is not, “see you at the top.” The lesson is: “start at the top.”

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

About the Author

Jeffrey GitomerJeffrey 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].

The Big Picture of Business – Diversity is Important for Business

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This year is the 50th anniversary of the passage of the Civil Rights Act of 1964. I was on the committee that wrote that legislation.

Diversity is most important for business, the economy and quality of life. I have conducted many diversity audits of companies. I have seen corporate America embrace diversity in many practices, including the workforce and suppliers.

Several years ago, we realized that specialized positioning and communications are necessary for social harmony and a global economy. We are a diverse population, and the same ways of communicating do not have desired effects anymore.

Diversity is about so much more than human resources issues. It means making the most of the organization that we can. It means being anything that we want to be. Diversity is not about quotas and should never be perceived as imposed punishment. By taking stock and planning creatively, then we can and will embody diversity.

The premise of multicultural diversity is ambitious and necessary to achieve. It is a mindset that must permeate organizations from top-down as well as bottom-up. If not pursued in a sophisticated, sensitive way, good intentions will be wasted.

The following pointers are offered to companies who communicate with niche publics:

  • Seek and train multi-cultural professionals.
  • Contribute to education in minority schools… assuring that the pipeline of promising talent can rise to challenges of the workforce.
  • Design public relations programs that embrace multicultural constituencies, rather than secondarily appeal to them after the fact.
  • Interface with community based groups, sharing in activities and civic service… to learn how communications will be received.
  • Realize that minority groups are highly diverse. Not every Asian knows each other, nor speaks the same language. There are as many subtle differences in every ethnic group as the next. Thus, multicultural communicating is highly customized.
  • Realize that multi-cultural communications applies to all. Black professionals do not just participate in African American community events. Cultivate communicators toward cross-culturization.
  • As media does a good job of showcasing multicultural events, note it positively. If thanked enough, media will continue to shine the light on multicultural diversity.
  • Sophistication in the gauging of public opinion will result in a higher caliber of communicating. The demands of an ever-changing world require that continuous improvement be made. Attention paid to writing and graphics quality will enhance the value of multicultural communications.

The old theory was that society is a Melting Pot. That philosophy evolved to the Salad Bowl concept. In either, one element still sinks to the bottom. We must now see it as a Mosaic or Patchwork Quilt. Each element blends and supports others. Diversity is a continuing process where we keep the elements mixed.

People believe that they are now thinking differently and creatively about diversity issues. In truth, they are really rearranging their existing prejudices. To be diverse and united, societies must be sealed with common purposes.

We can be diversified and unified at the same time. We can remain culturally diversified. We still can and should work together as a society. We all hold cultural values. One set is not better than another.

Look at the issues and how they affect the total person. Actions are always required. Good intentions and political correctness are not enough.

It is short sighted to ignore changes in society. It is good business to recognize opportunities for practice development. In the Chinese culture, every crisis is first recognized as a danger signal and always as an opportunity for overcoming obstacles.

Every professional must embrace a set of ethics:

  • Things for which each professional holds himself/herself accountable.
  • Holds benchmarks for Continuous Quality Improvement.
  • Realistically attainable goals.
  • Contains mechanisms to teach and mentor others.
  • Continually re-examines and adds to the list.

There are many good reasons why diversity relates to your livelihood:

  • Embracing diversity is politically correct.
  • Society will make increasing demands that you address these issues.
  • It makes good business sense.
  • It opens your services to additional market niches.
  • It embodies the spirit of open communications, the basis of winning companies.
  • This process creates more job opportunities for multicultural professionals.
  • And it is the right thing to do.

Quotes About Diversity

“What is food to one is to another bitter poison.”
Lucretius

“Variety’s the very spice of life, that gives it all its flavor.”
William Cowper, The Task

“Letting a hundred flowers blossom and a hundred schools of thought contend is the policy.”
Mao Tse-tung (1956)

“No pleasure lasts long unless there is variety to it.”
Pubililius Syrus

“It were not best that we should all think alike. It is difference of opinion that makes horse races.”
Mark Twain

“Everyone is a prisoner of his own experiences. No one can eliminate prejudices. Just recognize them.”
Edward R. Murrow (1955)

“Diversity is the one true thing we all have in common. Celebrate it every day.”
Proverb

“When power leads man towards arrogance, poetry reminds him of his limitations. When power narrows the area of man’s concern, poetry reminds him of the richness and diversity of his existence. When power corrupts, poetry cleanses.”
President John F. Kennedy (1917-1963), honoring poet Robert Frost at Amherst College

About the Author

Hank MoorePower Stars to Light the Business Flame, by Hank Moore, encompasses a full-scope business perspective, invaluable for the corporate and small business markets. It is a compendium book, containing quotes and extrapolations into business culture, arranged in 76 business categories.

Hank’s latest book functions as a ‘PDR of business,’ a view of Big Picture strategies, methodologies and recommendations. This is a creative way of re-treading old knowledge to enable executives to master change rather than feel as they’re victims of it.

Power Stars to Light the Business Flame is now out in all three e-book formats: iTunes, Kindle, and Nook.