Over a decade of Sandy’s weekly written articles on strategies and motivation for your business and your life.
The same professionals who tell me they are “struggling” or “overwhelmed” will often talk about the great time they had playing some recreational sport.
On the field, they can be intense and aggressive. They might be elated when they win or angry when they lose, but they go home and eventually let it go. After all, it’s just a game.
“How about making your business a big game?” I asked Eric a few weeks ago. Eric is a service business owner in LA. “Sometimes you win, sometimes you lose,” I continued,”but you play intensely and aggressively.”
“But I don’t depend on softball to pay my bills,” Eric objected. “That’s a game. My work is real life. And when I lose, I worry that I won’t be able to pay my bills.”
What kind of softball player are you?” I asked him. He was confused by the question for a moment, but then he replied:
“When I’m at bat, I swing hard, aiming for the fence. I strike out more than some other players, so I don’t have a great batting average, but I have the most home runs in our league. I run hard and am always looking to steal a base. When I’m in center field, I’m good at anticipating where the ball will land, so that it just falls right into my glove. Also, I work on my long throw so I can get the ball to home plate quickly from anywhere. And, I keep track of my numbers–my batting average, RBIs–all of the important stats. I’m always looking for ways to improve them.”
“Suppose you ran your business the same way you played softball?” I asked. “You would aim for the fence and swing hard. You might strike out a lot, but you’d also have some Home Runs that you don’t seem to have now. You would look for opportunities as if they were bases to steal, and leverage and work on your strengths. And you would keep track of anything you can turn into a statistic for the game.”
“But I’d be taking a risk with my family’s income,” Eric protested again.
“Aren’t you taking a risk right now by being in your own business and not growing it aggressively?” I asked him.
Eric thought about my question and after a few seconds, his eyes lit up. He suddenly understood that the business problems he consulted me about arose out of “playing” his business “game” differently than he played softball–too safely. He had been playing not to lose instead of playing to win.
We spent the rest of our session coming up with rules for his Business “Game”:
1. Get up to bat often, keep your eye on the ball and swing hard. For Eric this meant contacting more people and looking for larger clients, and being more committed to asking for the sale and obtaining commitments from them.
2. Watch closely for business opportunities and anticipate the moves of your market. This was like Eric’s stolen bases and his commitment to anticipate where the ball will land when he is fielding.
3. Work on and leverage your strengths. In his softball games, Eric’s strengths included a powerful throw to Home when needed. In his business, his strengths included how he nurtured his relationships with clients. Eric developed a system to ensure that his best clients felt like his only clients.
4. Create a scorecard to keep track of your stats. Work at improving them. It was easy for Eric to improve his number of “at bats”–his times in front of clients–and to keep track of his home runs and strikeouts.
In the few weeks since implementing these changes, Eric is seeing more and bigger sales. Interestingly, his rate of strikeouts has not increased significantly.
Keep swinging that bat, and keep REACHING…
There’s an old joke about a young musician from the Midwest who, while roaming around mid-Manhattan, stops a local to ask, “How do I get to Carnegie Hall?”
Without hesitation, the New Yorker replies: “Practice, practice, practice!”
Early in the Beijing Olympics, the American men’s beach volleyball team, seeded second in a bracket of 24 teams, was beaten by the Latvians in the first of three qualifying matches. The Latvians had been ranked 23 of 24, and the Americans had won their previous 21 international matches.
The Americans, particularly Phil Dalhausser, did make some uncharacteristic mistakes, but the Latvians outplayed them significantly. In a previous match in 1997, the Americans had trounced them.
While the Americans practiced hard, the Latvians practiced ferociously. To simulate the beating they might get from the Americans in this match, they had six of the best players from Latvia take the court against them, forcing them to field hundreds of returns that would have been impossible for any two-man team to deliver.
Most people have heard stories about Tiger Woods and his ferocious practicing. Michael Jordan was known to practice the basics for long hours before and after regular team practice.
The skills for success are not simply qualities you either have, or you don’t.
Even charisma can be developed–built–like a muscle at the gym.
Watching TV as Barak Obama delivered his SOTU speech last week, the word “charisma” came to mind. I’m not making a political statement here–many politicians have it: that ability to “light up” a room when they walk into it. Webster defines charisma as “a personal magnetism”. It was originally a religious term, meaning “of the spirit” or “inspired”–the idea that a divine light was shining through someone.
So, charismatic people have the ability to let their light shine. But if this glow is something you can develop…how? Here are a few ways the experts say you can boost your “Charisma Factor”:
living your mission every day, your charismatic light simply won’t grow bright. When you have a consistent, authentic message that you live by, you will shine in a way that people can see.
2. Project confidence–bold, but humble. An assured, assertive manner is something you can sense in a person when you first meet him or her, and it is attractive. Your clients will respond best to these qualities. Practice projecting a calm confidence. Charismatic people know how to balance talking about their accomplishments with being grateful for–and humbled by–the feedback they receive.
3. Derive joy from those you work with. A sincere interest in and concern for other people is a charismatic quality. Dale Carnegie taught us to listen intently to others and to “be impressed, not impressive”. Likewise, happy-seeming professionals tend to have more clients and happier clients. If you’re unhappy with yourself or others, get some help to change your situation. It will improve your charisma.
4. Embrace your style, and your work. Mark Twain quipped that “naked people have little or no influence on society”. If your professional uniform is a blue, button-down, pin-striped suit, but that’s not who you are, go ahead and wear that big Mickey Mouse watch proudly. Professionals with charisma are innovators and leaders. They are able to gently take charge of a room in which something in their field is being discussed, and they end up being recognized for their work. All of that starts with embracing your individualism.
Whether you want to be great at your profession, great at bringing in new clients, or great at being a partner or parent, you need to practice ferociously. Charisma comes more easily to some than to others, but anyone who develops the above skills can become more charismatic. Decide what you want to be great at, and start practicing what you need to do to get there.
As a coach, I do everything I can to ensure that my clients practice the right things, and keep practicing, so that they can develop their “Charisma Factor” and attain their goals. Whether yours is a desire to have more or less to do in your career, you must–ferociously–keep REACHING…
If you’re just starting out in a professional or sales career, you’re probably struggling to get things going.
If so, take heart. If you’re doing the right things, it will get much easier as you continue. You just need to get some momentum going, and momentum is always easier to perpetuate than it is to initiate.
My friend Marv used to tell a story at his sales workshops about being taken, as a small boy, to see the steam locomotives as they pulled in and out of Grand Central Station in New York.
“Not those sissy diesel engines we have today,” he would say, “These were powerful steam engines.” Then he would imitate the sound of them and pound on a table to give his audience a sense of the power of these massive machines—particularly through the eyes of a five-year old.
Marv’s story ended with a lesson:
“You could put a one-inch thick steel bar across the tracks where the train was starting, and as big and powerful as the locomotive was, it would not be able to move,” he told his spellbound listeners. “But let that train get started and put the same steel bar on the tracks a mile out, and that locomotive would slice right through it as if it were made of butter.”
Professional and sales careers work the same way. In the beginning, no matter how powerful you are, it’s a struggle to get over that steel bar. Some of us don’t make it—and end up in jobs where someone else does the prospecting for clients. Those who do make it learn to attract clients—first one or two, here and there—and then more and more, from all over, as the train begins moving along the tracks.
If you’re still struggling to get over that steel bar, try remembering these four rules:
1. Always see the opportunities in any situation. Setbacks are chances to learn. Failures teach you what doesn’t work.
2. Put 100% of yourself into what you’re trying to accomplish. When you’re working, be 100% at work. When you’re playing, be 100% at play. When you’re with a client, be with that client 100%.
4. Be a light in the lives of the people you serve. You’ll get much more steam from a genuine desire to serve your clients than from a focus on your own needs.
As a coach, I help my clients to both initiate and perpetuate their momentum, so that their engines can go pounding down the rails. I know that once you get going, with a little push, you can be unstoppable. So even if you’re starting with huffs and puffs, don’t resign to just chugging along—get the steam you need to give, and keep REACHING…
One of the Internet “gurus” I follow once summed up marketing in three sentences:
Here’s what I got…Here’s what it will do for you…Here’s what I want you to do next…
It struck me that this simple—if grammatically incorrect—triplet is at the core of everything I coach professionals and their sales teams to do in their efforts to attract clients.
1) Here’s what I got… Once we’ve talked about choosing a clear target market for your services, my next question is, “What services or products are you selling?” This is as simple as: a brand new car!
2) Here’s what it will do for you… This is where you talk about the Features of your offering, and two types of results: Advantages and Benefits. Advantages are a description of what’s better about your “what”, which could yield positive results for anyone who bought what you were selling:
This brand new car is equipped with an Acme Soundaround fifteen-hundred jigawatt stereo, which gives the clearest, most beautiful sound you’ve ever heard.
Professionals who don’t sell their services very well tend to stop with mention of Advantages.
Benefits, on the other hand, are the ultimate results that a particular client might be looking for. A Benefit looks something like this:
Having that beautiful, clear music will give you what I know you are looking for in your brand new car: a sanctuary from the stresses of the road. It will soothe you, so that you’re at your absolute best when you arrive at that big appointment, even after battling a brutal rush hour.
But another person might want that clear sound because he needs to follow the guitar riff of his favorite musician while he drives to his next audition. The only way to know what clients consider Benefits is through thoughtful, caring questions about what they need and why that need is important to them. The best professional sales are made not from talking about Advantages, but from finding out about Benefits.
3) Here’s what I want you to do next… This is your “Call to Action”—what the guys in the loud plaid jackets call “the close”. Contrary to what they might tell you, the way you word your Call to Action is just not that important if you’ve helped your prospective client understand, through your questions, that he or she really needs the Benefits of what you’re offering. All you have to do now is explain what they would need to do next:
If you want the brand new car, it’s yours! We’ll just have to get started on the paperwork.
Here’s what I got… A proven system for attracting the kind of clients you want without increasing your workload. Here’s what it will do for you… You’ll soon stop struggling to grow your practice or business, and you’ll get to enjoy your work the way you did when you first started. Here’s what I want you to do next… Reach out to me for a free consultation if these Benefits appeal to you, and we’ll find out if we want to work together.
Just remember that Advantages are for anyone, but you’ll never know the Benefits unless you keep REACHING…
This is a great time to start planning for business or personal growth in 2015. As you do, here are a few tips to help you with the process, which I’ve honed over the years:
1. Put it all in writing. A written plan is more likely to lead you to the results you want than some random thoughts about what you want to happen. Writing it down makes it real.
I’ve often said that New Year’s resolutions don’t work. Just stating a goal (or even writing down the goal), without a written plan to reach it, isn’t enough when it’s March and your heart isn’t in it anymore.
2. Get crystal clear about what you want. Whether it’s a number of enrollments, applications, or new clients, or a dollar amount of assets under management—or a total personal earnings amount—you need to know what it is and have a burning desire to make it happen, or it simply won’t happen. What is your ultimate goal for the coming year?
3. Break your ultimate goal down into process goals. What do you have to do every month, every week, every day, and every hour to generate the results you need to reach your ultimate goal?
4. Get just as clear about what you do and how you tell people about it. My colleague Robert Middleton asks, “If not even your family understands fully what you do, how do you expect your prospective clients to understand?”
The two things you must know in order to answer the question “What do you do?” are:
b. What do they need that you provide? We tend to talk in outcomes: “I do financial planning,” or “I’m a wealth advisor.” These have virtually no emotional impact.
Financial planners might work with people who are serious about saving for retirement and terrified that if they make a wrong move, they may have to go find menial jobs to support themselves when they’re in their eighties and all their money has run out.
Wealth managers might help people who have been fortunate enough to accumulate assets and want to make sure that those assets continue to grow so that Uncle Sam doesn’t end up with the money they want their children to receive.
Descriptions like these are considerably more powerful than results-based statements.
What you say about what you do is your Audio Billboard. If you posted what you’ve been telling people about your work on a local highway billboard, and you drove by it, would you slow down to read it, or would you drive right past it? What you say should get their attention and make them curious.
5. Plan your marketing to address four groups:
a. The people you know already (clients and non-clients)
b. People you meet—both randomly and through networking efforts
c. Introductions from a and b to prospective clients
d. Marketing strategies that work for you
I’m sure you’ve heard that the easiest way to get new business is through existing clients and people you know. These are also you best source for referrals. But all areas—a through d—are worthy parts of the potential sales pool.
6. Focus your networking efforts in two places: your target market, and others who serve your target market. If your market is young families, and you spend a substantial amount of time working within a chamber of commerce where the members are neither young parents nor people who serve young families, plan to change that.
If you answered 4a with clarity, you should know who is in your target market. But where are they? Where are the other professionals who serve them? Your business and marketing plan for 2015 should include these details.
7. Include the development or expansion of a “stay in touch” program. Nobody’s going to remember you or think about you if you don’t stay in touch with them. Don’t be so arrogant as to think people will remember you after one or two contacts. Stay in touch! Serve, surprise, and delight your best clients.
8. Get help with the execution of your plan. Talk with someone about what your goals are and how you are planning to reach them. At this time of year, I coach a lot of professionals to get their plans—whatever they are—off of the ground.
Celebrate the New Year. Rest and rejoice, but remember, ‘tis the season to keep REACHING…
A few days ago, an insurance company branch manager I’m coaching, Brian, was complaining that his agents were not doing what he told them to do.
“I wanted them to talk with their older clients about introducing them to their children,” he told me, “But most of them didn’t do it.”
“How did you ask them? What exactly did you say?” I inquired.
His response was, “I hope you’ll remember to speak with your older clients about those introductions we discussed.”
Hmm, precatory language, I thought. Precatory language is a wish or desire that doesn’t rise to the level of a command and doesn’t have to be granted. I had learned about this when I was practicing law. A client’s father had left him some property in his will, adding: “…It is my wish that he share the property with his nephews.” My client didn’t want to share the property, and the judge ruled that he didn’t have to, because “It is my wish” is only precatory.
Brian’s problem also reminded me about my discussion with Jim awhile back. Jim’s managers did not use powerful words to get the attendance of their advisors at an important meeting. But Brian’s precatory language in addressing his agents here was weak in an elevated way. “I hope you’ll remember…” did not even attempt to mandate anything. It was just a wish or desire.
Brian could have said something like this:
“I want each of you to speak with at least three of your older clients about being introduced to their children and report the results back to me by Friday. Will you all agree to that? Pete? Bill? Joe?”
This would have been a clear request. Even better, it would have created an agreement. Managers who complain to me that their teams aren’t meeting their expectations, are usually not getting agreements from their teams.
Similarly, many sales professionals complain that their expectations with respect to the actions of their clients aren’t being met. But as long as they have only expectations between them and the people they want to take action, they will continue to be disappointed. They need agreements.
Use clear, powerful language, and obtain agreements. The result will be significantly less disappointment. Whatever you do, keep wishing, keep asking, and keep REACHING…
Clients often seek me out hoping that I can help them DO what they need to do, so that they can HAVE what they want in their lives, and then BE the person they always wanted to be.
But this approach is actually in the wrong order. If they get help to BE the person they want to be, they’ll DO what they need to do, and then they’ll HAVE what they always wanted to have.
While a lot of authors (including me) have written about this paradigm, my friend and colleague, Elise Holtzman, who coaches attorneys, put it simply and elegantly in her recent newsletter:
“[T]here’s a question I’d like you to ask yourself before you even reach the question of what to DO differently and it’s this: Who or what do you need to BE in order to get what you want? What state of being or thinking can you start adopting now so that changing what you are doing will be easier and more likely to stick?”
To get them started, Elise gives her clients examples of how they might want to BE:
- Confident about my abilities and the value I provide to clients and colleagues
- Someone who believes in lifelong learning
- Willing to accept help from others
- Kind and patient with myself and those around me
- An attentive and genuinely interested listener
- Accepting of the notion that I don’t have to be perfect
- Open to trying new things and to being a little bit uncomfortable
I often ask clients who they’d need to BE in order to DO the things they haven’t done, so they can HAVE what they say they want. We play the “What would the best [advisor] in [your state] do?” Game. I’m never surprised that they list or talk about things they’re not already doing themselves.
Who we’re being affects everything else—what we do and what we have. If I’m being a needy salesperson, I’ll do and say needy salesperson things and I’ll have…little to show for my efforts. If I’m being a sturdy, trustworthy advisor, interested only in serving my clients, I’ll speak powerfully and do powerful things as their advocate. As a result, I’ll develop fiercely loyal clients.
“Most of us live in a cocoon of personality—the made up story of who we are.[…] We tell ourselves stories about our personality—but these stories aren’t reality. Deep down, we know we’re more than this personality.[…] We could tear open this cocoon if we wanted to. We could push out and see the light of the world. We could learn to fly.”
If we accept Chandler’s premise, who we’re being can be changed at any time. If you don’t have what you want, the right question to ask yourself isn’t “What do I need to do?”. It’s “Who do I need to be?”.
In 2015, plan on BEING whomever you want, and whatever you want will follow from enacting your plan. In the meantime, keep REACHING…
“I don’t know how I got to this point,” Richard told me.
Richard was in his sixteenth year as an attorney. He was still a “Junior” Partner in his firm because he did not bring in enough business to be promoted to Senior Partner. He was still working sixty hours a week and, although he was paid extremely well by most people’s standards, he joked about how little it was if you figured it by the hour.
While I usually work with “independent” professionals, Richard’s challenge is one that is common to almost all professionals—the urgent need for more clients.
“What if I conjectured that you are somewhat comfortable right where you are?” I asked him.
“Comfortable, here?” he responded indignantly, “I’m not where I am by choice!”
Jim Stovall, author of The Ultimate Gift and a former Olympic weightlifter, who lost his sight at age 29 and found a way to change his life for the better, tells his audiences:
“You are where you are because that’s where you chose to be.”
You can blame everyone else and your circumstances for where you end up, Jim says, but regardless, if it’s not where you intended to be, you need to look in the mirror (whether you can see or not) and say, “I guess I didn’t want it that badly.”
“Nothing will happen until you say ‘yes’ to your dream,” Jim proclaims.
“Where do you want to be?” I asked Richard.
“I want full partnership,” he told me.
“What do you need to do to get there?” I asked.
“I need to bring in some really large cases,” he responded.
“How would you do that?” I pressed.
“I don’t know,” was his honest response.
“How badly do you want it?” I queried next.
“It’s practically all I think about,” Richard confided.
“Then I take it you’re willing to learn and do the things you need to do?” I asked.
Richard said “yes” to his dream and with a little coaching, he began to bring in the right kind of business to his firm. To start getting new and better clients, he needed to make new and better choices.
Are you making the choices you need to make to be where you want to be? First, you have to say “yes” to your dream. Then, keep REACHING…
P.S. What dream do you need to say “yes” to? Tell me about it in the comments below this blog.
Tomorrow my American friends and I celebrate Thanksgiving.
It’s a day to be with family, to eat too much, and to reflect on all of those things and people in our lives for which we are grateful.
In my life there are so many: A loving family and dear friends…good health…living in relative peace and safety…never going hungry…being able to do work I love every day with clients who inspire me…and my growing e-letter and Blog community.
This week I’ll take a break from my usual messages, lessons and stories and just simply say…
Have a great Thanksgiving!
Peter is a top financial advisor with annual earnings approaching seven figures. He is a consummate professional devoted to his target market: the “average” American who wants the advice usually reserved for so-called “high net worth” clients.
There is nothing about Peter that suggests “salesman“. His look is “regular guy”. He dresses as his target market might hope for him to dress: in an off-the-rack blazer and slacks, sometimes spiffed up with a very conservative tie. He drives his Altima to appointments and keeps his Mercedes in his garage for weekend outings with his wife. He talks with authority, but plainly, and with only gentle urging for them to do the right thing, he helps clients make important life decisions over coffee and cake.
I once asked Peter to visit a workshop I was running for young financial professionals, so that he could share his words of wisdom.
“How have you become so successful?” one starry-eyed advisor asked him.
Peter’s instant, one-word response was: “Persistence.”
“I know it sounds too simple,” he elaborated, “But that’s it.”
“I’m not smarter than anyone else, I just persist. I had the same problems you are having in the beginning. If you’re doing the right activities, you just can’t give up when things aren’t going right. Each person you talk with has connections to other people who could use your help, and if you treat them right, they’ll want those people to work with you, too. You can’t give up just because you have setbacks.”
Similarly, Calvin Coolidge is attributed with having said:
“Nothing in this world can take the place of persistence. Talent will not; nothing is more common than unsuccessful people with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan ‘press on’ has solved and always will solve the problems of the human race.”
Last year, I worked briefly with Ken, an attorney, helping him to grow his practice. His target market was small businesses, and among the potential marketing strategies I suggested he could use to get more clients would be for him to host seminars.
“I tried seminars awhile ago,” he told me, “And they just don’t seem to work for me.”
“Well…How many times did you try them?” I asked him.
“Just once,” he responded, “And it was terrible.”
“And you never tried again?” I asked.
“No…Why would I?” he responded.
Like Ken, most of us give up on a solid plan or strategy way too soon. Choose a path you believe will work and try it several times—hundreds of times if necessary. If you choose to do seminars, choose to do at least a few—learning as you go what works and what won’t. If your target requires you to “cold call” other businesses as part of your marketing mix, plan on a certain number of calls every day for several weeks, again gauging what works and what won’t. If what you’re doing isn’t working, try to figure out why, tweak it, and try again. Once you find something that works well, make it part of your regular activities—a system. If you can’t make a certain activity work, move on to something else.
I love to help people get what they want by holding them accountable to stick to the strategies they’re willing to try…that means, more than once. In more than one great effort, I encourage you to keep REACHING…