Sales Friendship

Posted by: admin  :  Category: Sales

I come for a small town that is some 120 kilometers from the capital. It’s known as “Historical Melaka”.  Now things in my home town moves at a much slower pace, except for the weekend where “the rest of the world” descends on it to view her historical offerings, enjoy her traditional cuisine and soak up the culture and tradition.

 

Being a historical city however, has not shielded it from being economically colonized.   Huge enterprises from factories, oil refineries, fast food joints and hyper markets have mushroomed, running a ground a fairly large number of small family and traditional businesses. They say it’s the effects of globalization, advancement and economic growth which brings with it “unfair” competition that small businesses fall victim to especially in the areas of volume, space, variety, pricing, branding, the marketing mix, location, comfort, advertising, etc.

 

Nonetheless I am still amazed at some small businesses that are still around. These are businesses that were around since my Grand Dads days! One in particular is a small shop that sells newspaper, lottery tickets and some basic groceries from pain killers to shampoos, hair cream, sweets, chocolates, etc. No fancy brands, variety, advertising, etc…..just the “below the average” necessities which the “big boys” too sold and sold at larger variety and better prices!

 

 

 

This was a golden opportunity for me to learn a “sales secret”, one that has kept them relevant and alive in a hyper competitive market place. So you can guess what I did next. I walked up to the owner, who is now actually the grand son of the original owner, and asked for his secret sales recipe. Well, his answer was so simple and profound…almost “Harvard like”. He said that more sales are made from friendship than salesmanship, marketeering and advertising! Wow!

 

His customers today were his friends and their fathers were his fathers friends too, loyal friends and customers! A strange intimacy had formed, hardened and matured over the years that even the “big boys” could not undo!

 

“All things being equal, people want to do business with their friends and all things being not so equal; people still want to do business with their friends.”

- Old Business Adage

 

Statics have pointed out that some 50% or more of sales are made on a friendly basis…and that relationship selling is the business of the future. Yup, you guessed it…relationship selling is all about friendship- “sales friendship”!

 

What are the benefits of a “sales friendship”? Well when you sell to a friend you do not need “salesmanship” or sales techniques like hard selling, up selling, checking of pricing, competitor analysis, price negotiation, etc. You simply traded benefit base on mutual trust, familiarity and the bonds of friendship. If you are in business, think of your key customers…are they not folks who you have a good relationship with? In fact, you may be such close friends that even the occasional “poor service” is over looked and forgotten! 

 

Another benefit is that competition is in a way eliminated or hugely reduced. Now that is a real biggie in a hugely competitive market, especially for small to medium scale entrepreneurs! Your closest competitor would find it hard to steal your customers who are also your very good friend! This is so evident from the example of the small business owner form my home town…his business had an invisible force field called the “sales friendship” force field!

 

How do you start this process? Well it takes honesty as well as all the elements covered in my earlier 3 part article on “The law of Aggression Vs the Law of Meaningful Attraction in Sales” published a few weeks back. Above all, it requires time.

 

Time to invest in friendship building that focuses on creating and giving value to relationships, something that many modern day businesses do away with in the name of convenience, speed, technology, etc. Just think of your best friends. How did he or she become one? What did you do, say and practice to nurture that relationship?  What values did you practice? How did you communicate? The answers to these questions hold the long term business success!

  

If you close a sale, you earn a profit or a commission.

If you build a friendship, you earn a relationship that builds economic and emotional security, certainty and fortune that feeds generations!

 

Stay committed to transcending, transforming and transferring value back to your world!

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!

The “Round 8” Lessons on Achieving Greatness

Posted by: admin  :  Category: Sales

Millions of people sat before their televisions to watch this event live. I was only 10 years old at that time when these two individuals met in one of the greatest fights in history. It happened at Kinshasa, Zaire on the 30th of October 1974. Muhammad Ali and George Foreman battled in what came to be called “The Rumble in the Jungle”!

 

Muhammad Ali was the “former champion” at this bout. George Foreman was the unstoppable freight train reigning champion. He had relinquished Ali’s two formidable opponents, Joe Frazier and Ken Norton, in two rounds. In fact Frazier was knocked down 6 times in 4 minutes and 15 seconds! People favored Foreman, who was seven years younger than the 32-year-old Ali and who had done away with his 8 previous opponents within 2 rounds! His sheer power, size and physical dominance coupled with his knock down statistics gave Ali no chance in hell!

 

Ali on the other hand knew all these statistics but to him it did not mean fear, intimidation or hopelessness. To him it meant strategic information to win and regain the world heavy weight boxing championship. Almost like a modern day “David and Goliath” battle epic, Ali used this information to formulate his battle plan. Knowing that Foreman never got beyond 2 rounds in his previous fights, he decided to exhaust him physically and mentally in the fight. 

 

Using the “rope-a-dope” Ali went to the ropes and allowed Foremen to deliver body shots for 7 rounds in the hot and humid weather of Zaire! While this was going on, Ali strategically kept delivering head shot directly to Foreman, tiring and weakening him. At the same time he kept taunting and “trash talking” Foreman all the while, waiting for “the moment”, for that widow of opportunity to appear to deal the killer blow! That came in the now famous Round 8…….and “suddenly the moment came” and Ali took it and dropped Foreman to the canvas!

  

 

There are lessons on achieving greatness to take home from this “Round 8”…lessons from the Greatest, Muhammad Ali. Here are 6 lessons that we can use immediately and start to live greatness in our day to day living:

 

1) Never allow perceived obstacles, statistics, odds stacked against you or even public to stop you from doing what you desire to do. Use them to create your strategy and plan of action! Choose your meanings well, meanings that will empower and propel you towards your goal!

 

2) In the face of adversity and difficulty, keep your goal right in front of you, BIG, BRIGHT and LOUD! Keep the meanings, values and rewards that your goal would give you in your mind, heart and emotions…the darker the challenge, the brighter should you burn your goal right in front of you at that very moment. This keeps you moving forward. If you loose sight of your goal at these moments you may feel discouraged and “throw in the towel.”  Remember what Ali did during the first 7 rounds…..keep your eyes on the goal when it’s most difficult.

3) Use your personalized “rope-a-dope”, your key strength or advantage and apply it fully as your greatest weapon to succeed. Be fearless in doing this. Ali’s ‘rope-a-dope” became legendary but people forget the strategic lesson and thinking behind it. Use your “rope-a-dope”, that special gift that you have to the fullest!

 

4) Be “creatively flexible” in implementing your strategies. Muhammad Ali adapted and used his creativity and flexibility in this bout. He was among the few who literally “thought on his feet”, changing and adapting while constantly measuring his current situation to his desired outcome. Yes, do draw out your plan of action but at the same time be strategically and tactically “creatively flexible” to be in the flow! In other words be ready to change and adapt as the seasons change.

 

5) Believe in yourself, in your destiny to be your best self! Ali was extremely good at this. He stacked up evidence and believed that he was the greatest even before he becomes the greatest! Yes, many found him cocky but he was supremely confident. He was his own best friend, supporter and champion! He never become intimidated by what was outside him, he was the champion of his inner and outer game, his self belief and his skills, talents, discipline of practice and execution! Believe in you and then act out that belief through daily actions. Soon you’ll see your evidence of greatness, evidence of your best self!

 

6)Be patient, wait for the opportunity to present itself and when it does, strike and hit home run!  Ali waited patiently for 7 rounds. He needed to and soaked up the blows. He trusted his strategy and waited until “suddenly the opportunity came” and BANG…..he floored the reigning champion. Very often we give up even before we really start the journey to our dreams, we get easily distracted, discouraged and expect our plans and action to bear immediate results. Be patient, keep working your plan, adapting, believing in yourself, adding resources and applying your uniqueness everyday until “suddenly the opportunity comes” and bang…….you are living your dreams, living your personal greatness!

 

There you go, 6 lessons that you can take home from “Round 8” of the “Rumble in the Jungle.” Use them in your daily living, in all you do from your work to your personal relationships and in no time greatness will be yours. You have the “GREATEST” as your greatest example, Muhammad Ali! As a gift to you on these lessons, simply enjoy the clip below of ROUND 8 of the “Rumble in the Jungle” and see all these 6 lessons on greatness in action!                      

 

Stay committed to transcending, transforming and transferring value back to your world!

 

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!

The Final Installment on The law of Aggression VS The law of “Meaningful Attraction” in Business & Sales – More Practical Implications – Part 3

Posted by: admin  :  Category: Sales

Finally, we are at the last installment of this mini series on the Law of “Meaningful Attraction” in Business and Sales. Last week we saw how this law presupposes the practice of a dynamic form of Leadership which unleashes potential as opposed to one that major’s on control, aggression and intimidation!

 

Next we saw a real life example of a business enterprise that practiced this law and experienced tremendous socio economic benefits, proof that we can use this principle in the reality of today’s challenging business world!

 

This week we will wrap things up with a few more practical implications on how this law can be utilized at “ground zero” of our businesses and sales efforts. Before we do, lets us once again visit this law…….

 

The Law of “Meaningful Attraction” says that you attract and manifest into your life your highest and best meanings by your power of intention and attention. In other words, your dominant, primary or Meta frame of mind that holds your highest and richest meaning becomes your attractor frame that organizes your business and sales perception, focus, orientation, behavior, initiatives and strategies both internally and externally. It’s the business and the “business behind the business” of your enterprise!

 

 

So here are 3 more ways how this Law can be practically implemented in your business:

 

1) Energy flows where attention goes as directed by intention.           

This Neuro Linguistic Presupposition plays a crucial, but more often then not, totally hidden role in our daily emotional, spiritual, psychological, business, sales, relationships equilibrium. Our energy and vitality for thinking, imagination, planning, living and enterprise flows in the direction of our intention, consciously or unconsciously!  

 

Example, if we start the day negatively, holding a negative frame of mind about ourselves, others, the universe, etc, we will most probably give ourselves the proverbial “bad day” simply because our power of attention would be focused negatively, generating the kind of energy that binds and hinders rather then unleashing the needed resources to realize our highest and best intentions.

 

This principle plays a critical role in the practice of this Law in business and sales. It serves as the attractor frame that pulls on us and pushes us to perform our highest meanings and intentions in all aspects of the business enterprise, for policy making, budgeting, human resource issues, product development, pricing, sales, customer service, after sale services, etc.   

  

Many businesses start by honoring their highest and best meanings. They come out with a code of honor to direct their business and sales attention, strategies, tactics and relationships. Nevertheless as time moves along, they get distracted, discouraged, disillusioned, greedy, selfish, seduced by the “get rich quick” capitalist strategies that water down their highest meanings and intentions.

 

When this happens, their attention shifts and they unconsciously attract unwanted outcomes…Enron, BP and a whole hosts of other business institutions are examples that have scandalized and profaned the sacred in human enterprise! They simply quit walking their talk!

 

2). Practice the Law of abundance and have a mindset of service.

The Law of “Meaningful Attraction” presupposes an abundant mindset, one of service. This simply means that the focus is always on giving “value-added” service that makes a difference in the customer’s life, business, etc.

 

The object shifts away from just “closing a sale” and going for the “quick kill” ( no matter if the customer needs your product or service or not), to providing a genuine  “life enhancing” quality product or service. The operative word here is “quality”- quality of product and service, which stems from a mindset of abundance and service. As they say, “Quality costs less.” And when you have satisfied customers, you would breed loyal clients! In other words, you will start to attract to your business the very kind of customers that you need! 

 

3) Know your highly valued uniqueness and be committed to keeping it unique, innovative and fresh

Practice ‘kaizan’ – keep making little improvements in all areas of your business, all the while! Steven Covey speaks of this as “sharpening the saw”, keep on keeping on improving, evolving and innovating your uniqueness. Then, remain committed to differentiating yourself. What happens when you do this? You create an intense interest and curiosity in the market place; you simply stand out and attract business! This in turn creates a strong business momentum that powerfully influences; you become a business magnet and in time an icon! Remember Apple?    

 

Remember, “Same is lame!” The definition of lame is: “A pathetic lack of force or effectiveness.” If you are the same as everyone else, you will then lack force and effectiveness. You will no longer be an attract business proposition in the market place! Imagine the consequences….you will simply become just another business enterprise struggling to survive, “fighting for sales” and being condemned to the never ending battles of price wars, deception, undercutting, etc….simply because you lost sight of your highest meaning!

               

Remember, keep things meaningful and stay committed to transcending, transforming and transferring value back to your world!

 

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!

The law of Aggression VS The law of “Meaningful Attraction” in Business & Sales: Practical Implications – Part 2

Posted by: admin  :  Category: Sales

Last week we shared some thoughts on the Law of Aggression and the Law of “Meaningful Attraction” in Business and Sales. This week we will try to point out some practical ways how this law can be implemented.

 

Lets start by addressing the voice of the skeptic which would say, “All this sounds like another romantic sales idea, another “fairy tale” business theory” that is never going to have any traction in the real world!” Fair enough. But if we hold on to the views of skeptics, we would never have gone to the moon, invented the computer, ran the mile under 4 minutes, flew, etc. So let’s begin by looking at an example of a company which has embodied this law with tremendous success….proof enough for the skeptic to embody the law of possibility!

 

Before we view the example, it is critical to note that the practice of this law presupposes that one should have a leadership mindset that focuses on unleashing potential! It is a vision of a Leadership that breaks away from the chains of business politics, business egoism and limiting “cut throat” capitalist agendas that binds to one that is committed to unlocking talent, creating a new freedom for new possibilities and creating business expressions and opportunities that actualize excellence!  

 

It goes beyond “power plays”, beyond the power of wanting to control or amassing power to control and manipulate. One that “unleashes freedom” to manifest humanistic economic value that is first espoused within the very business organization, structure and culture (internally) and in its products and services (externally) in the market place which in turn produces genuine economic, social and humanistic dividends.

 

Do you still remember Law of “Meaningful Attraction?”……..it goes like this:

The Law of “Meaningful Attraction” says that you attract and manifest into your life your highest and best meanings by your power of intention and attention. In other words, your dominant, primary or Meta frame of mind that holds your highest and richest meaning becomes your attractor frame that organizes your business and sales perception, focus, orientation, behavior, initiatives and strategies both internally and externally. It’s the business and the “business behind the business” of your enterprise!

 

 

 

Now for that promised example. Well, the one that I found most attractive, was the one highlighted by William C. Taylor, cofounder of Fast Company magazine and coauthor of Mavericks of the World. In his recent blog at the Harvard Business Review entitled, “Where have all the business heroes gone?” he cites the example of the remarkable turnaround of a company called Da Vita.      

 

Da Vita is the largest provider of kidney-dialysis services in the United States, under the leadership of CEO Kent Thiry. Kent came on board in October 1999, when DaVita was on the verge of bankruptcy. Its share price had deflated to $2. Today, the company is growing rapidly, generating big profits and has a share price of around $60.

 

The real miracle is not about the numbers, it’s about people; its 35,000 employees and its 125,000 patients….. “The first thing the new Kent did was to send the message, “We are going to flip the ends and the means. We are a community first and a company second. If we figure out how to treat the patients right, and treat each other right, the business side of things will take care of itself.”

 

That is what precisely happened! “Da Vita is an organization that wears its values on its sleeve — that is more interested in creating “ripples of citizen leadership” than an army of cut-throat dealmakers. I’ve spent hours in various DaVita dialysis clinics, and it’s hard to describe the level of personal identification and emotional engagement between staffers and patients.” William C. Taylor- “Where have all the business heroes gone?”- Harvard Business Review, Blog.

 

Did you see any characteristics of the Law of Aggression in the turnaround of Da Vita? In fact the turnaround was as turnaround from the Law of Aggression to the Law of “Meaningful Attraction”! The transformation took place both internally and externally….producing MEANINGFUL ENGAGEMENT and it is engagement that produced the socio- economic miracle!  

 

So is this Law practical? Is it realistic? Can it work? Will it cause your business organization to loose its competitive advantage in a competitive market place? Will it kill innovation and productivity? NO! On the contrary, it holds the key unleashing the full potential of your business enterprise!

Next week we will again visit a few more practical ways how this law can be implemented. Until then, stay committed to transcending, transforming and transferring value back to your world!

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!

The law of Aggression VS The law of “Meaningful Attraction” in Business and Sales (Part 1)

Posted by: admin  :  Category: Sales

The Art of War VS the Art of Seduction in Sales! I bet that that would be a million dollar sales seminar any sales professional would kill to attend! Much of the sales training and orientation taken by corporations today seems to majors in the law of AGGRESSION. This law simply says that to profit, one must focus ones energies on aggressively attacking the competition, aggressively acquiring new sales volumes and territories in the fastest time possible as well as defending these assets. Such an orientation has a predominantly military like mindsets and speaks of brand colonialism, manipulation of sales intelligence and information (white lie marketing), price undercutting, market flooding, etc.   

 

While such measures speak for themselves, they produce more aggression, deception, “sales retribution” and intimidation in the market place! Much like any military conflict, victory by these means are short lived! There will always be a “bigger boy” on the block who will be more “aggressive” and “kill off” the reigning sales champion!

 

Such orientations inevitably involves exploitative “back end” strategies like the exploitation of human capital, the extreme use of chemicals and artificial ingredients in production, “stacked multi tasking” work strategies, corruption, environmental abuses, etc. Profit becomes the “god” of such enterprises and the means to attain them is done so aggressively, using the ACE formula: Attack, Conquer and Exploit both its staff, the consumer and the competition!           

 

I call this the “cave man” law of business enterprise: the man with the biggest club, with the most aggressive attitude and who attacks first wins! No wonder consumers today have become a skeptical lot, more and more sale and corporate professionals are seeking therapy and the environment radically abused and disfigured!

 

The Law of “Meaningful Attraction” on the other hand simply says that you attract and manifest into your life your highest and best meanings by your power of   intention and attention. The operative words being “meaning” and “attracting”.    

 

In other words, your dominant, primary or Meta frame of mind which holds your highest and richest meaning becomes your attractor frame that organizes your business and sales perception, focus, orientation, behavior, initiatives, strategies and tactics.

 

It is about holding in your intention and attention the rich meanings that you are offering the market, BOTH YOUR STAFF AND THE CONSUMER, through your product, services and business organization or entity! And the “magic” that this law produces is ENGAGEMENT!  

 

 This engagement happens at TWO significant levels: INTERNALLY within your business organization and EXTERNALLY in the hearts, minds and living experiences of your customers. Both of these being your greatest assets!  Allow me to explain further.

 

Internally you start by organizing your organizational behavior or culture around your highest business meaning or outcome. This can be your vision or mission that is grounded in the very structure of your business. This produces staff engagement! They see and experience the value or benefit that you are offering to the customers and are engaged in the work place! This releases in them the “benefit momentum” and pulls on them to externally engage the customer in highly meaningful ways! This leads to the external factor. 

 

Once your customers are meaningfully engaged by your sales staff they are then offered the highest value of your product and services which could be in the form of a solution, a cost saving initiative, an improvement in productivity, greater staff engagement, comfort, security, etc. Hence they experience the “attractor factor”, value, benefit, advantage of your specific product or service. This produces customer engagement!

 

Do you notice the radical difference between the Law of Aggression and The Law of “Meaningful Attraction” in business and sales? One is ruthlessly competitive, non corporative and collaborative, exploitative, has a scarcity mentality, isolating, suffers form a superiority complex on steroids and is very much self focused. It treats aggressively its staff, the consumer and other business enterprises.

 

The other is customer focused, collaborative, “solution and benefit” orientated, has an abundance mentality and endeavors to manifest this in as many ways as possible at all levels! It Attracts and becomes its primary meaning and benefit following the “be – do – have” formula both internally and externally, producing engagement. This becomes its attractor frame, its business canopy of consciousness that organizes its sales and business orientation in the market place. The “green business” of the future! 

 

The next question is what are some practical implications of practicing the Law of Meaningful Attraction in Sales? Well, we’ll visit some of these in next week’s article. Until then, stay committed to transcending, transforming and transferring value back to your world!

 

 

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!

Being at “Cause-Point” to make a sale

Posted by: admin  :  Category: Sales

In NLP and Neuro Semantics we have a cognitive distortion called the “cause – effect” distortion. In short, it simply means that we link in our minds random external happenings to emotional effects that we feel internally and conclude that the event outside/person outside us causes us to feel a specific way. Of course, this is never true. Nobody can cause us to feel anyway. The classic example: “She always makes me angry.”  

 

How can this linguistic distortion become a powerful sales technique or skill? By creating positive associations in the customers mind about you as the cause of his “feel good” experience. In the sales process, we call this choosing to be at the “cause-point”. Being at “cause – point” is being at the point of accepting and exercising our full powers of responsibility to be the cause, in a highly visible way, of the solution, benefits, convenience, resources, answers or positive outcomes that the customer has identified as his needs.

                                                          

When you do this, your customer would then be at “effect – point”, meaning that he would be at the point of experiencing the effects of all your positive endeavors! Hence you would be creating a “cause – effect” association for the customer, you would be seen as the cause of his business gratification! You being the cause of the positive effects he is experiencing! CAUSE = EFFECT!

 

 

Here are 3 key skills that are needed to effectively use this skill:  

 

1. Practice awareness! Are you aware that you can have such leveraging effects with your customers? Are you consistently choosing to be at “cause – point” in the sales process to influence? Or are you leaving things to chance, allowing the customer to be at “cause – point”, throwing you “curve balls” that derails the sales process, taking things for granted and providing below par customer service? If this happens, a negative “cause – effect” association is created and you may be viewed as the source of his “bad experience”- a negative trigger!          

 

2. Have a “big picture” view of the sales relationship that is “future paced”. This simply means creating a highly rewarding sales relationship that is multi dimensional – offering services and solutions that goes beyond the very product and service you are providing. Here you are no longer just selling your product or service but your resources to be for the customer a reliable solution for his wider business needs in the now and near future! When you do this you become a powerful positive “cause – point” for your customer, “effective-ing” empowering resourceful experiences for the customer, leaving your customer with a powerful positive association of you as the cause of many of his solutions!    

 

3. Be detailed in the “soft skill” department. “Detailed” here means taking care of the “small stuff” of the sales relationship, the human dimension, the soft skills of building a high degree of rapport, making sure that the customer feels like a prized asset. This produces an extremely “feel good” experience for the customer, leading him to emotionally anchor you as the cause of this experience. Who would not like to be in the company of someone who make them feel good?

   

There you go. Try out this sales skill and see the difference it can make. Keep choosing to be at “choice point”, all the time and start attracting new accounts and achieving higher sales growth! 

 

Stay committed to transcending, transforming and transferring value back to your world!

 

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!

Tell It Like A Story

Posted by: admin  :  Category: Marketing, Sales

Are you in sales? Marketing? Advertisement? Are you in training or play a leadership role in your company or family? If you are involved in any of the above, then you are involved in communication, in “connecting” with individuals or groups, impacting, impressing and influencing them to make a decision to buy into your idea, vision, service, product or even paradigm.

 

In short, it means communicating with the intention to impact, inspire and influence, leading your audience to make a decision to act in the direction you are pointing to. While many books and articles have been written on this subject with countless gurus and training programs in the market, I would simply like to share with you this short clip which sums up some essentials in effective communication. It invites us to put the fun back into communication which has become too muddled with unnecessary complicated tips, strategies and fanciful jargon! So lean back and enjoy!

The following are the 7  essential steps for you to take to communicate effectively:

  • Know your audience and their context – who are they? what are they looking for?

  • The impact you would like create – what emotional state do you want to put them in to enable you to influence them?

  • The decision you would like them to make, which is the outcome of your communication

  • Place your message in the context of a story – everybody loves stories more then mere facts, features, statics and benefits 

  • Juice it with emotions – emotions help shift the state of your audience and leads them to decision point. That is impact creation! 

  • Move your story and emotional lines according to the axis of pain and pleasure. This simply means that you start your story from the pain factor – loss, fear, lack, difficulty or challenge and move along the continuum to end with pleasure factor – gain, conquering, achieving, abundance, or over coming. Remember Hollywood?

  • Place your “spin” at the end, the decision you would like them to make aligned to the pleasure factor and not deciding in that direction with the pain factor.            

 

That’s it folks. Keep it simple, fun and uncomplicated. Communication is fun and when it is fun, your audience will be having fun and when they are having fun…..you would have them eating out of your hands!  

 

Stay committed to transcending, transforming and transferring value back to your world!

 

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Master Practitioner in Neuro Semantics and NLP (ISNS, USA), a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook! 

The Telemarketer from “Hell”!

Posted by: admin  :  Category: Sales

Yesterday my wife returned from work with an “interesting experience” or more like an “irritating experience” from a Telemarketer. She received one of those calls from a “female voice” that tried to sell her a hotel discount card with all its perks (you know the ones with the one day free stay, discounts from F&B, etc.). Now, you may be wondering why I said, “female voice”…..well, it was simply because she spoke so fast with so much  information being “vomited” at lightning speed that my wife could hardly get her name! In fact my wife didn’t have the opportunity to put in a word before the pitch came, “So, don’t you think that this is a good offer? Do you like be a proud owner of our prestigious…………card?” You can guess my wife’s answer to that question!    

 

Most of us have received calls from such “Telemarketers from “Hell”! The question is: Who trained them? Did they attend some kind of “speed therapy” clinic that taught them to speak super fast with a mono tone voice like R2 D2? (In fact R2D2 has better tone fluctuations!)  Do they think that if they speak fast enough to the customer with an avalanche of information, without giving them a chance to speak, the customer will fall into a “trance” and just yes?  Hell no! Truth be told, this is one way you’ll never influence customers!

 

While Telemarketers have a set quota of customers they have to call everyday, are given a “magic” scrip with influential words like “free”, “discount”, “one time offer”, “value for money”, “privileged owner” , “ limited to our first 50 purchases only”, and have to run the “gauntlet of the law of averages” ( example: for every 10 calls you’ll get one buyer), they may just stand a better chance of increasing their odds of conversion by simply slowing down and listening to the customer and allowing them to name their needs,  even if it is a “No, I already have one” need. At least that will save them some time and energy to get to the ones who are interested!

 

As a rule of thumb, the logics of sales have TWO GOLDEN RULES:

 

  1. Customers will only buy for their OWN REASON and not for the “solution, features & benefits” sold to them by the sales agent or for the sales agents own unconscious needs (i.e. wanting to close the sale to meet a quota, having a desperate need to get a new product out to the market, etc.)     

  2. And to be able to practice golden rule number one, you have to LISTEN to the customers and ALLOW them to speak.    

         

It is from these two GOLDEN RULES that all the other techniques and skills of sales follow. Sounds simple enough? Yes, but very few practice these two rules with optimum skill and consistency! If you are not FIRST listening and allowing customers to voice their needs and only then “FRAMING” these needs with the benefits, advantages and features of your product, you’ll not be meeting “needs” and providing solutions. You may just be doing the opposite, becoming a problem to the customer! And if you are not doing the above, forget about your fancy “influential words”, scripts, tag lines and “smooth, speed talking” abilities!   

 

So learn to build your opportunity on the foundational GOLDEN RULES of sales and you may just get to your pot of gold sooner rather than spending unnecessary time in the “hell” of aimless and unproductive sales activity!   

 

 

Stay committed to transcending, transforming and transferring value back to your world!

 

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Master Practitioner in Neuro Semantics and NLP (ISNS, USA), a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!

The “Red Shirt” Radical Marketing Principle

Posted by: admin  :  Category: Sales

The last time I heard from CNN this morning, the Thai Government were making arrangements for another assault on the “Red Shirt” demonstrators to disperse them as well as to invite them back to the negotiation table. While I have no intention to be political or take sides on such matters, nonetheless, I can’t help but see in the “Red Shirt” movement a key principle of “radical” marketing that all of us can learn from.  

 

In case you have not noticed, the “Red Shirt” movement has endeared to itself a massive flood of followers, the sympathy of the neutrals as well as their opponents, the attention of the global community as well as the world wide media. Hey, we are talking of “breaking news” stuff here! Almost any person who reads the newspapers today would know about the “Red Shirts” movement, know something about its cause, have an opinion about it, is watching its developments and hence are “involved”. And all this took place in the period of more than a month, that’s it. During this short period of time, the “Red Shirt” movement has become a globally “recognized” phenomenon.

 

Now, wouldn’t it be simply “out of this world” if our business, product, service, company, brand, etc. got the same kind of attention and recognition? Is this possible? The odds of achieving this would greatly increase if we learn one of the lessons of “radical marketing” from them “Red Shirt” movement. 

 

Have a “meta cause”, not just a product “need category”.

 

Most schools of marketing would call this creating your “need category”. A need is something that a person can’t do without. That’s good enough….you may be thinking. Yes, but it is one dimensional. A “meta cause” on the other hand is a need and more; a meta cause passionately influences and induces involvement, contribution, loyalty and commitment not just of a minority but the majority!

 

The “Red Shirt” “meta cause was and is democracy in a country know as the “land of the free”, to a people who have never been subjected to foreign rule, who valued freedom and who felt that they were loosing their “voice” and their “political will to choose and enjoy a governance that served their needs for fairness, economic well being and political legitimacy. This is a multi dimensional META CAUSE since it involves not just one need, of economic well being, but the whole ecology of the nation, society, politics, the constitution, the integrity of their nationhood for the present and future and it involved the masses. Hence the emergence of a “meta cause”!   

 

 

It passionately induced action and involvement; people came out of their villages, quit jobs and left families to be involved. We could say that this was their “purchase decision”, a decision of necessity for them. It led them to contribution; those involved in the cause became its evangelist” to others, advertising and marketing their cause through word of mouth, one of most powerful medium of sales and marketing. They just had to tell others of the benefits of this cause; it was something that everyone needed. This caused many more to join the meta cause, creating an avalanche of “buy –ins” and an increase in “sales”. Finally, it induced loyalty and commitment; the power ofmeta cause branding”! They believed in the cause even to the point of being harassed and even death for some. If it was just a need, perhaps at the point of inconvenience and hardship, many would have left. Just like the normal consumer, in the event the brand we are looking for is out of stock, we just switch brands or quit using the product simply because it met a one dimensional need or want which could be substituted.              

 

Is creating a “meta cause” possible, you may ask? Yes, I know of folks, who only allow a certain kind of petrol into the tanks of their cars no matter what, who stick to certain brands of medication or skin care products no matter what, who religiously drink a certain coffee every day no matter what and who are evangelist of these products, are committed and loyal to the brand, no matter what! No compromise. For them these global brands have became embalms, symbols or metaphors of their personhood, values, habits, social standing, status, taste, physiological and emotional landscapes. It is no longer just petrol, skin care or coffee anymore, it is not just a cause….it’s a “meta cause.” That’s radical marketing!   

 

So what’s the take home? Meta Cause versus Need….. meta cause always wins. A meta cause brings with it multidimensional needs that goes beyond single dimensional consumerism, it is about meaning, its about values, its about semantics that engages the whole person!  Just ask Barak Obama…the architect of the “meta cause of “change we can believe in” that engaged the majority in a multi dimensional way and brought him to the white house!     

 

Stay committed to transcending, transforming and transferring value back to your world!

 

 

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Master Practitioner in Neuro Semantics and NLP (ISNS, USA), a Language and Behavior  Profiling for Coaching Practitioner.  You can follow Conrad on facebook!

The New Balance Experience

Posted by: admin  :  Category: Sales

When was the last time you had an enjoyable buying experience? One where you experienced the “human touch” of kindness and care?  

 

For some of us, this experience hardly comes around…in fact we may have even grown cynical of such service. The typical Malaysian buying experience follows a simple formula: go the shop, look for the product that you want yourself, read the label and try to answer any questions you may have about the product yourself ( make a guess if you like), proceed to the pay out counter, pay for your product and then leave. If you receive anything extras, like a thank you or welcome, etc, consider it a bonus!

 

By the way in case you have not noticed, many shops today hire parrots to do their sales work, they automatically shout at you “Good morning sir, welcome to ……..” when you walk into the shop without giving you any eye contact, smile and with a tone of voice which betrays the greeting! In short, words minus real and genuine engagement, rapport and connection!  

 

I had just such an experience lately. My wife and I went hunting for a pair of new joggers and we ended up at the New Balance boutique. We were greeted by a very ordinary looking middle aged lady with a pair of huge 70’s looking glasses and who spoke with a speech impediment. Ok, what happened next blew me away! She engaged us by asking what we were looking for, recommended some models, answered our questions, brought us our tracks to try on in trios (meaning in one size larger and one size smaller, in case it did not fit!), made small talk with us, laughed at my jokes, recommended other products and then thanked us with a genuineness that we had hardly felt for a long time! Wow! That’s service! We bought two pairs of tracks from her!

 

Immediately after that we found ourselves at a well known supplement store, GN…., where I asked the sales staff, a sweet and good looking young lady dressed in fitting uniforms, about a new product they were carrying and guess what happened……. nothing!

 

 

First she said that it was a new product, which I had already knew and mentioned to her, she then read the label to me, which I had already done myself, and then she did the “Houdini Sales Act”, she said, “Please hold on and I will get you something to read about it,” and never really returned! She was “busy looking busy” looking for something which I knew she did not have. So I walked up to her and thanked her and said that I will look the product up myself from the net and walked away. Almost instantly my wife and I felt the difference in service……the “sweet young thing was just a sweet young thing” with no substance, from the sales and customer service point of view. Did I mention that she did not even greet us or thank us as we left? No she did not!

 

Look, having great products is good but not good enough! Customers are human persons and the sooner we realize that the sales process is a 12 letter word, a “RELATIONSHIP”, the better. Engaging the customer, building rapport, pacing, mirroring and connecting is essential! Framing the need and solution in a right way is the next critical process with has to be followed up with a “win – win” meta close, where the need is met or problem solved and acknowledged by the customer. This couple with the traditional Malaysian values of respect, politeness and care can make the Malaysian buying experience globally recognized!           

 

Stay committed to transcending, transforming and transferring value back to your world!

 

Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Master Practitioner in Neuro Semantics and NLP (ISNS, USA), a Language and Behavior  Profiling for Coaching Practitioner.  You can follow Conrad on facebook!