The Brutal Reality of Global Cost Comparisons
In the US building a 4 lane highway 10 miles long typically takes a year if the labor unions cooperate and the ecologists and government authorities are in sync. In Europe this same distance would typically take around 5 years and then there are still many obstacles to overcome each of which could delay the project months if not years.
In China however, roads 3 times this distance are constructed in less than a year and if that weren’t enough, in 2007 they also added another 2 lanes to the projects I studied and still managed to deliver on time and within budget using western resources for planning and supervision and local labor for the grunt work. Yes, the quality was similar to what one would expect to encounter in the west.
Another interesting example comes to us from one of the largest hospitals in Switzerland near Bern. We attended a conference where the director of this hospital was proudly announcing that with a staff of 4,000 he served 170,000 out-patients in 2007. He wanted to improve his statistics and was planning to meet with the Swiss minister of finance and the minister of health to come up with ways to fund a staff increase so that he could serve even more people in his new and ‘extremely efficient’ Swiss hospital.
I had the privilege of accompanying a delegation from Taiwan on part of their European tour a few years ago. You should have seen the expression on the Swiss hospital director’s face when the Taiwanese delegation leader mentioned that they had fewer beds than the Swiss hospital but an equal number of employees. Yet when it came to patients served, the hospital in Taiwan showed the Swiss how inefficient their business model was. The room went silent as the leader of the delegation pointed out that his hospital served 1,400,000 out-patient cases in the same period.
The Results Leader
Fundamental to the success of any small to medium sized company’s marketing campaign and their marketing plan is understanding the concept of the sales funnel.
Yes, whether you like it or not, marketing your services is key to your success and just like any other professional service such as business consulting, legal services or even psychological counseling, your services oriented company is a business that needs to follow the fundamental rules of marketing in order to succeed.
The cornerstone of any successful marketing method begins with an understanding that not every person you or your firm comes in contact with, is ready to become a Client. In fact, many prospects will never become Clients.
In other words, your marketing efforts will generate leads and these leads go into the top of the sales funnel but only a small percentage will drop out of that funnel as Clients. If the percentage of conversions is greater than 50% then you simply need to market to a broader audience – the shape of your sales funnel in this case will appear more similar to a pipe than a funnel indicating that conversions are unusually high.
Many firms tend to concentrate (generally to the exclusion of all else) most of their marketing efforts on improving the conversion rate or closing rate which amounts to the percentage of prospects that they have converted to Clients.
This helps to explain the fascination with networking, luncheons, presentations, meetings, seminars etc. The idea being: “If we spend more time trying to build relationships we will close more new deals.”
So called ‘thought leaders’ tend to foster this approach and sadly it’s very misleading as a marketing concept. Please allow me to illustrate. Charles Green, author of the book “Trust Based Selling” has written an excellent article titled: “Why Your Sales Process Matters Less Than The Psychology Of Selling.” The article is well written with numerical analysis of an entire sales pipeline start to finish. Unfortunately it misses the whole point of what a sales funnel is supposed to do.
An ideal sales funnel is designed to generate the maximum amount of QUALIFIED prospects possible from within a given marketing universe. It is from that pool of qualified prospects that we might apply the concept of relationship building so that prospects are converted into new Clients over time.
Here is the point of today’s article.
Regardless of how skilled you are at relationship building, you simply will not close any deals if you don’t have anyone to sell to. Here’s the good part, the more people you have access to, the more new Clients you will likely acquire (even if your relationship building skills need work).
Here’s a simple example.
Suppose you are a sales superstar ‘relationship’ builder and you have 10 qualified leads to work with. Over the course of a year, you wine them, dine them, schmooze them, golf with them and literally do anything they want using the company’s marketing budget as your weapon of choice.
Let’s say that at the end of a year, you were able to sign up 60% of them and thus 6 new Clients were acquired for the firm. If the main success metric your firm used were conversions from prospect to Client, you would be considered a ‘sales genius’. In reality, the average sales professional closes around 14% of qualified prospects in today’s competitive world.
What if I, on the other hand, through my integrated marketing efforts have created a pool of 100 reasonably qualified prospects. I’m just an average person so I close 14% of these prospects over a twelve month period. This is not a bad ratio it is simply average.
Pop quiz: If all deals are of equal size, who made more money?
I will have 14 new Clients and you will have 6.
You are almost 330% better at closing (read ‘building relationships’) than I am.
Please reread the above until you understand it.
Even though your interpersonal skills are 3x better than mine, I have made more than twice the amount of money you made during the same twelve month period.
The lesson here is if you are able to cost effectively convert prospects into Clients, you need to open the flood gates and fill your sales funnel with qualified leads. Good examples of tactics that provide you with tons of leads are going to be the subject of upcoming articles. In the meantime, if someone were to give you 100 highly qualified leads, what would you do with them to improve your relationship building skills and make more money next year?
I don’t know how you answered the above question, but I’ll take those leads any day over solely relying on my relationship building skills and I think most of you out there would agree.
More highly qualified leads equals more money no matter what business you’re in.
That is called results.
No disrespect to ‘thought leaders’, but I’d rather be a results leader wouldn’t you?
Should Everything Be Free?
As we sell more and more iPhone Apps, we collect more and more feedback from both our Customers and people who think that everything on the iPhone should be free. At first we were dismayed by the prospect that an entire generation of people (many iPhone users) actually paid for the mobile phone but now expect software developers to design, code, test and launch applications for free given the efforts involved, the costs for the hardware and the coding tools etc. We initially wondered how we could possibly make it happen. Could software be offered for free?
On a bustling corner of Sao Paulo’s quita district, street vendors pitch the latest “tecnobrega” CDs, including a few by a hot band called Banda Calypso. Like CDs from most street vendors, these did not come from a record label. But neither are they illicit. They came directly from the band. Calypso distributes masters of its CDs and CD liner art to street vendor networks in towns where they plan to tour, with full agreement that the vendors will copy the CDs, sell them, and keep all the money. That’s OK, because selling discs isn’t Calypso’s main source of income. The band is really in the performance business – and business is good. Traveling from town to town this way, preceded by a wave of supercheap CDs, Calypso has filled its shows and paid for a private jet. Not a bad way to offer free software we thought.
Back at ground zero, our developers were asking for their paychecks and our freelancers were requiring payment for Apps that had just been accepted for launch. We can’t blame them for wanting money after all, they need to eat too but, this same generation of gotta-haves want to get paid for their time and yet expect most things that they need to be free – someone is going to have to pay for all this free stuff if you read your college ECON 101 textbook it’s likely to define economics as “the social science of choice under scarcity.” The entire field is built on studying trade-offs and how they’re made. Milton Friedman himself reminded us time and time again that “there’s no such thing as a free lunch. But Friedman was wrong in two ways. First, a free lunch doesn’t necessarily mean the food is being given away or that you’ll pay for it later, it could just mean that someone else is picking up the tab. Money is not the only scarcity in the world today… the other items include time and reputation. if you build on reputation, you gain respect especially in the troughs of a given niche market. If you increase attention you can actually build a business as you convert from reputation to traffic and traffic as many of us in this digital age know, can be converted into cash. There is, presumably, a limited supply of reputation and attention in the world at any point in time. These are the new scarcities – and the world of free exists mostly to acquire these valuable assets for the sake of a business model to be identified later. This ‘free mentality’ shifts the economy from a focus on only that which can be quantified in Euros, Dollars and cents to a more realistic accounting of all the things we truly value today.
How a company presents an offer for a product today differs in many ways from the past in that the price of each individual component is often determined by using psychology, not cost. Your mobile phone company may not make money on your monthly minutes – it keeps that fee low because it knows that will be the first thing you will compare when picking a carrier – thus another component, your data volume and your monthly voice mail fee is pure profit to the carrier. So you see ads for free phones but I have yet to encounter free calling plans.
You get the pipes for free but the water passing through those pipes is expensive. So, what are we to do about our dilemma? Many of our target prospects want something for free and yet our developers need to eat. If we were to offer a free ‘lite’ version, then we would encounter higher dev costs and support costs but the idea has crossed our mind.
Wait, there is another way… How about building real value into your offering so that people won’t mind spending some spare change if an App helps them do something that they wanted to do before but were not able. If an App were to focus on leveraging those scarce resources that we listed a few paragraphs above such as helping a user to save time, gain respect or save money – the App would pay for itself and that, in essence, is currently our favorite model of ‘free’.
What’s in a Name?
What makes a good name for a business? I mean, what’s really in a name? There has been much psychological research into the process of naming a company and even more investigation into names that helped propel a firm into the Fortune 500 stratosphere. In this article we are going to explore a few of the best methods known and outline the process we use for our Clients at the same time. Up to now, this was a highly confidential document kept in our vaults because we have used it in the past to create some very compelling brands for our Clients.
Generally speaking, there are four key similarities that winning brand names have in common. The number of syllables in the name, the visual appearance, the meaning or implied meaning of the word or phrase and the linguistic elements that make the name memorable and easy to speak when communicating it to others.
Let’s start with syllables – a good name should have an absolute maximum of 4 syllables in order to make it easy to remember and pronounce, examples here include APple, AMaZON, iPHONE, GOOgle, YAhoo SWISSair etc.
The next similarity all winning names have in common have to do with their visual appearance – for businesses where the name needs to be communicated primarily in writing, words which form visually interesting shapes help to anchor the success of the name. Examples that come to mind include: Google, Apple, Sony, Oracle, Levis.
Meaning – having words which have specific meaning, implied meaning, double meaning or evoke certain thoughts or emotions in a person are said to be powerful in generating a strong, memorable name for your company. This does not always need to be an obvious or business descriptive meaning but can be based around controversy; Virgin is a great example of this and so is Big Ass Fans and RedBull.
Lastly, let’s review the most complex of these similarities – linguistic elements such as plosives and fricatives. Plosives are sounds formed when airflow to the vocal tract is stopped. Words that use P, T and K are good examples. Fricative sibilants cause us to roll our tongue. Examples include ‘s’ and ‘z’. When words use both plosives and fricative consonants the word tends to have a stronger and more memorable impact on both the speaker and the listener. Examples include Prozac, Microsoft, Kodak and Pepsi.
So with a bit of the psychology presented, how do you create a really great brand name?
For folks with no time to spare and a dream of running an online businesses that have a flair for something different and exciting in the web 2.0 space, check out this site, it is loads of fun!
For those of you with your feet more solidly planted on the ground, there are a few ways forward. One is to use a dictionary, a search engine, a thesaurus and a healthy dose of imagination to brainstorm your way to the idea brand name… this is what most people do until they get a bit frustrated and basically run out of time or patience (whichever occurs first). At BoxOnline, we prefer a process oriented approach because it opens the team up to new trains of thought that allow participants to really think out of the box. The net result is a bigger list with much more diversity and a strong focus on the product, the Customers who will pay for the product and the industry in focus.
When the list has been prepared, our team of analysts use resources such as The National Business Register to check each idea against registered business names, domain names, limited companies and trademarks. There are other such resources as well and this is an important step prior to presenting executives with a list of viable candidates.
Many of our Clients claim that they don’t have the time or the money to invest in something like a name generation workshop. They believe that they can do it on their own and, to this we politely offer our best wishes because during the past 20 years we have held 400 name generation workshops and we deliver results for our Clients. In fact, we even guarantee our Clients that we will find a winning name that is still available for registration or we will refund your money… it’s that simple.
If the name of your business and the image it conveys to your Prospects and Customers is important to you, then let’s sit down to establish the strongest possible brand in a structured best practice workshop.
The process oriented approach to developing a brand name for your business takes a lot more time and effort that reviewing a word list or playing around with the dotomator but the results are usually very rewarding and lasting.
Are you ready to have a look behind the curtain?
The first step is gathering enough relevant information. Below are many of the questions we ask in our data gathering phase of the workshop. If the team, the timing and the element of creativity are all positive… we usually produce a list of 10 to 20 viable names which then need to be checked and cross checked to ensure that they are not yet trademarked or registered to another business before we begin exploring or confirming domain availability.
Name Development Process
Understanding Your Purpose and Your Product
The word “product” refers to whatever you are naming, whether it’s an object, a person, a company, a service, a piece of intellectual property, an event, or an abstract idea. Sometimes product and company will both be used to clarify the meaning.
“Customer” refers to whomever you want the name to attract.
Save every name you think of, regardless of quality. A poor name may become the kernel of an outstanding name.
Begin brainstorming the name itself.
Consider the four most important issues in creating a memorable name:
the purpose of the name
the nature of the product
the nature of the person you want to impress and
the impression you want to make.
Here’s the first set of questions to get you launched into our process approach:
How convinced are you that this project is worth the effort?
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What is the expected lifespan of the name, and what does this imply for the amount of time and money you should devote to it?
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What would you gain or lose by delaying the project; and how long might you delay it?
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What are your personal feelings about the project?
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If your feelings are less than enthusiastic: what is the reason, and what would it take to change your mind?
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What if you were to quit the project now?
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Who else is involved in the naming:
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Who else may be working on this name–or on other names for the same organization? How about pooling resources?
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Who will decide upon the name, and when?
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HOW will the decision be made? Do you still need to decide how to decide?
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How much research of reserved and registered names are you expected to do before submitting your recommendations?
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At this point, does everyone agree on the importance, the required resources, the division of labor, and the final deadline?
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If not: what are the differences? How should they be resolved?
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IF YOU ARE CHANGING A NAME: [Consider the next 13 questions. Otherwise skip to “DEFINING THE PURPOSE OF THE NAME.”]
Why was the current name selected? (What impression was the name supposed to convey? Was the selection arbitrary or political?)
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What are your reasons for changing the name?
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How sure are you that a change is justified?
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Could it be that a winning name has simply become boring to people within the organization?
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What are the dangers of weakening the market position held by the current name?
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What if you change a component of the marketing formula OTHER THAN the name?
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redesign the package–size, shape, material, graphics
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target to a different customer
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change the method of distribution
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What if you REVITALIZE the name, rather than risk losing what it has gained?
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modernize the visual image of the name and the logo
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modernize the sound of the name or the sounds associated with it
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update the people/things/activities associated with the name
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DEFINING THE PURPOSE OF THE NAME:
Are you seeking a name with local appeal, regional appeal, national appeal, international appeal, or a combination of these?
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As part of your total marketing effort, what do you want the name to DO?
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help position a new product in people’s minds
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help position a new company in people’s minds
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help position a new company along with its primary product
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help revitalize/reposition a mature or lagging product
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help revitalize/reposition a mature or lagging company
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help overcome a damaged reputation
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help entice people to attend an event
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What type of person do you want the name to impress or attract?
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What thought have you given to the FIRST IMPRESSION you want the name to make? (What do you think it should immediately imply or immediately bring to mind?)
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What thought have you given to the TYPE of brand name/trade name/service mark you’re seeking?
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coined, arbitrary, fanciful: Bic, Kodak, Pringles, Tic Tac
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coined, suggestive: Cheerios, Crayola, Jif, Kleenex, Polaroid, Purex, Rice-A-Roni, Ziploc
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real, arbitrary, fanciful: Birds Eye, Carnation, Corvette
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real, suggestive: Airstream, Bronco, Budget Gourmet, Grape Nuts, Janitor in a Drum, Midas, Safeway, Tiger Paw
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real, descriptive: Jiffy Lube, Murphy’s Oil Soap, Tender Vittles
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If this is a technical product for a scientific/technical market: what if you choose a friendly, nontechnical name?
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If you’re positioning a company along with its primary product: should their names be similar? Which one should you focus on now?
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If the product creates a new product category: should you concentrate first on a name for the category, or first on a name for the product?
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If this is one item in a product line: what thought have you given to creating, maintaining, or preventing similarity among names?
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UNDERSTANDING THE PRODUCT:
What is the CORE IDEA behind the product you are naming? (What is the customer to expect from the product? What is the promise? What miracle does the product perform?)
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Which words that pinpoint the CORE IDEA offer clues for a name?
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What total package of benefits does the user of the product receive?
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What does the product help a person save, gain, improve, achieve, or enjoy?
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What new or different expression of the good life does it provide?
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What fear does the product reduce?
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What loss does the product prevent?
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What is the ONE KEY BENEFIT, and how might it be expressed in the name?
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What are you really selling? (For example: soap, or cleaning power? Fax machines, or speed of information?)
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What important problem or difficulty does the customer often face, for which this product would be a help or solution?
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What name might suggest an answer for the problem?
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What is most interesting about the USE of this product? Imagine the name expressing:
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what the product is doing; the reason it’s being used
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the unique way it’s being used
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the special time when it’s being used
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the important place where it’s being used
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something else the person can do while using it
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What desirable aspect of product DESIGN might be reflected in the name?
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convenience, accessibility, maneuverability, ease of operation
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durability, longevity, reliability, repairability
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elegance, beauty, grace, color, style
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practicality, comfort, economy
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shape, size, weight, portability
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speed, power, strength
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versatility, adaptability, flexibility
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association with an historical period or with the future
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association with a country/continent/geographic area
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association with a particular group of people
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What distinct or unusual SENSORY PERCEPTION is associated with the product? Is it so essential that it warrants expression in the name?
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What sight, sound, taste/flavor, odor, or texture?
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When the product is handled or experienced, what “feel” does it have, and how might you convey this feeling in a name? (such as well balanced, delicate, sturdy, snappy, smooth, responsive)
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What other intangibles are associated with this product or with this KIND of product? Is one of them strong enough to center your thoughts about a name?
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fantasy, whimsy, escape from the ordinary
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friendship, love, romance
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insight, understanding, higher awareness
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joy, fun, happiness, cheer
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loyalty, devotion, admiration, respect
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progress, improvement
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quality, rarity, excellence
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safety, protection
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status, prestige, success
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thrills, excitement, adventure
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trendiness, timeliness, agelessness
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What ACTIVITY is synonymous with this product? What images do you associate with the activity?
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What MOTION or RHYTHM is peculiar to this product, and what does it suggest for an attention-getting name?
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For varieties of movements, see the IdeaBank Topical Category called action/motion/movement/rhythm.
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What CHANGE or EFFECT does the product bring about? How might the name of the product point to this desired result? (as in Downy fabric softener and Perma Soft shampoo)
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What special effect does the product have on people?
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Does the product decrease, minimize, or eliminate something?
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Does it increase, expand, maximize?
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Does it attract or bring together?
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Does it energize, invigorate, activate, embolden?
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Does it promote, enable, empower?
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Does it save, keep, preserve?
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Does it strengthen, fortify, reinforce?
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Does it serve as a catalyst to transform or convert something into something else?
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Does it transform itself? Does it create something new?
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What value does this product add to an existing product or service?
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What if the name communicated the value added?
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Because you want your customer to think “this is my kind of product,” what words could you use as metaphors of its character?
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aggressive, competitive, fierce, intense
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calm, tranquil, serene
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cheerful, cheery, optimistic
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capable, competent, qualified, skillful, proficient
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charismatic, persuasive, irresistible, compelling
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comical, funny, witty, clever, entertaining
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friendly, kindly, comforting, likable, tactful, loving, helpful
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honest, genuine, dependable, predictable, trustworthy
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smart, bright, intelligent, brilliant, knowing, wise
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smooth, sophisticated, suave, urbane, first-class
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splendid, incomparable, peerless, superb
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strong, confident, forceful, persistent
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If the product could talk: what words would it use to describe itself? How would it describe its own identity?
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Imagine listening to what the product is trying to tell you. What is it saying about the name it would like to have?
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DISTILLING YOUR MESSAGE:
To summarize your analysis: what position do you want this product to occupy in the customer’s mind? (Where, in people’s thoughts about the product category, do you want THIS PRODUCT to be?)
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To achieve this position, which focus should your message take?
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suggest what the product is or does
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suggest the main benefit of using the product
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suggest both its purpose and its main benefit
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If you’ve not yet distilled the essence of the name: should you try harder, or should you consider an ARBITRARY name?
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If you do select an arbitrary name: should it be coined, or should it be a real word? Does that matter?
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Should it be fanciful? Or suggestive of the product?
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What should be the TONE, including the SOUND, of the name? (What would be inviting? What tone would be in tune with the customer?)
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assertive, forceful, commanding, take-charge, leader-like
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brilliant, sparkling, twinkly, shiny, bright
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chic, sophisticated, subtle, elegant, honeyed, moneyed, smooth
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classic, ageless, timeless, eternal
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exquisite, lovely, beauteous, handsome, rare
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intelligent, intellectual, educated
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flamboyant, reckless, creative, risk-taking
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futuristic, modern, forward-looking
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helpful, cooperative, sympathetic, soothing, gentle
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macho, competitive, military, rugged, burly, bullish
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mysterious, intriguing
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nostalgic, sentimental, hearkening to the past
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outdoorsy, woodsy, nautical, environmental
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patriotic, nationalistic
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powerful, potent, lusty, healthy, robust
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practical, reasonable, no-nonsense, businesslike
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quick, crisp
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romantic, flirtatious, passionate, risque
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scientific, technical. high-tech
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warm, homey, comfortable, steady, down to earth, protective
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whimsical, light, flighty, humorous, merry, happy, joking, jolly
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young, trendy, upbeat, vibrant, energetic
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zippy, zingy, tangy, hot
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SUMMARY:
You have now addressed the basic issues in naming:
the purpose of the name
the nature of the product
the nature of the person you want to reach and
the impression you want to make
The next step would be either continue brainstorming with
questions about the Customer – Competition – Market or
use questions from our Name Generation Techniques.
If you still need a good name for your product, please do get in touch with us and let us know how we might be able to help?
Coaching Services
I have some amazingly good news to share with you (and a small group of others – we’re not advertising this yet so please keep this to yourself for now), but first here’s a little background.
Ever since BoxOnline was launched in 1999 people have been asking us for personal one to one coaching.
I’ve had to say no hundreds of times for several reasons.
First, I did not have a trained staff of coaches.
Sure, I could have hired a professional “coaching company” to take on the task, but frankly most of these programs are pretty sub-par to say the least and I did not want to forward the calls to India.
Heck, their idea of coaching is to get someone on the phone and push play on a tape deck!
That’s not coaching – that’s highway robbery no matter how you slice it.
So, the years passed and we have been unable to service this need.
Some thought I was foolish for “leaving money on the table” and maybe they’re right, but some things are more important than money.
Giving people a high value for their dollar, taking a genuine interest in their success, honest dealing …
Not only are those wise principle to live by – they make great business sense, too.
What a lot of these companies offering coaching don’t get is that they can cut costs by offering shoddy service, but they are losing someone who is a potential lifetime Customer.
I finally found a coaching company that shares this same philosophy.
Not only is what they are teaching completely in line with the core principles we built our business upon (their coaches help you take them to the next level), but they have strict quality control
measures to ensure their coaches are actual *coaches* and not salesmen in disguise or “clock punchers.”
They have an extensive screening process for their staff and if a coach survives that, they are under constant review and provided with excellence training to keep getting better and better at
what they do (coaching you to unleash your hidden potential).
We’re only offering this as a pilot program to a few people now – not everyone will be accepted.
If you’re interested, please fill out our application form and one of our staff members will get back to you right away.
Is Problem Solving Worth It?
A growing number of people around the world claim to be ‘electro-sensitive’, in other words physically responsive to the electromagnetic fields that surround electronic devices such as mobile phones. In fact, Sweden has recently recognized such sensitivity as a disability, and will pay for the dwellings of sufferers to be screened from the world’s electronic smog.
This is a superb example of a knee jerk reaction rather than the result of an effective problem solving process. It is unfortunate that the kind and caring politicians who sponsored the subsidy in Sweden preferred to throw money at the unknown cause rather than actually investigate it and apply some form of process to identify the most probable cause for the sensitivity.
The issue is that, time and again, studies of those claiming to be electro-sensitive show their ability to determine whether they are being exposed to a real electric field or a fake one is no better than chance. So, unless these sensitive people are lying about their symptoms, the most probable cause for the symptoms must be sought elsewhere.
In Germany at the University of Regensburg, Michael Landgrebe and Ulrich Frick think that the ‘elsewhere’ in question is in the brain and in a paper presented recently to the Royal Society in London, they describe an experiment which, they think, proves their point.
Dr Landgrebe and Dr Frick used a body scanner called a functional magnetic-resonance imager to see how people’s brains react to two different kinds of stimulus. Thirty participants, half of whom described themselves as electro-sensitive, were put in the imager and told that they would undergo a series of trials in which they would be exposed either to an active mobile phone or to a heating device called a thermode, whose temperature would be varied between the trials. The thermode was real. The mobile phone, however, was not.
The type of stimulus, be it the authentic heat source or the fake electromagnetic radiation, was announced before each exposure and the volunteers were asked to rate its unpleasantness on a five-point scale. In the case of heat, the two groups’ descriptions of their experiences were comparable. So, too, was their brain activity. However, when it came to the fake phone exposure, only the electro-sensitives described sensations such as prickling and even pain. Moreover, they showed neural activity to support these perceived sensations. Some of the same bits of their brains lit up as when they were exposed to high temperatures.
This suggests that electro-sensitivity, rather than being a response to electromagnetic stimulus, is akin to well-known psychosomatic disorders such as some sorts of tinnitus and chronic pain. A psychosomatic disorder is one in which the symptoms are real, but are induced by cognitive functions such as attitudes, beliefs and expectations rather than by direct external stimuli.
The paradoxical upshot of Dr Landgrebe’s and Dr Frick’s experiment is that mobile phones do indeed inflict real suffering on some unfortunate individuals. It is just that the electromagnetic radiation they emit has nothing whatsoever to do with it.
If you have a situation where actual results deviate from your expectations and the cause is not known… please do us all a favor and either apply our Problem Solving Methodology directly or contact us to do it for you.
Do Performance Reviews?
Most of us go through the process of performance reviews each year and this year I thought I’d try to share a few tips on making them more effective for all.
To start with, think about the following:
1. Journal your thoughts
Dedicate 4 pages for every member of your staff. Throughout the year note specific points on achievements, failures, Client feedback, project involvement and results, behavior within the team etc. I love to use a mind map for this sort of thing. So, if Autumn is the season for performance reviews, all you will need to do is whip out your mind map and create a summary for the discussion.
2. SWOT Analysis
This has always been a favorite tool for me. It is really nothing new but it sure is efficient. I typically use page 2 of the employee’s section in my journal to jot down the person’s strengths and weaknesses as they unfold during the year. Then I add to that the opportunities both inside and outside the firm in addition to the threats that I perceive relevant to this team member. I do the same SWOT for the firm as it applies to this employee such as the threat of losing this person to the competition or the opportunity to promote this person to run a new project should we land the big deal next quarter. It is very helpful in keeping my thoughts clear when decision time is upon us managers.
3. Review the Mantra and if you don’t have one… the mission statement will do. This element of the review relates performance to our company’s goals and with our company culture. One thing that I do is compare an employee’s performance with our mantra… Have they helped us to live up to our goals? How can they improve or do the goals need some adjusting? This is what I reserve page 3 of the journal for.
4. Management principles
I am asked once in a while to review a company’s management principles and rate management’s performance against these principles. This is such a ridiculous task since most managers have not memorized the principles and are expected to follow them. The real joke is that the principles are usually very honorable and inspiring but rarely if ever adhered to in the real workplace. These docs are handed to me with pride, but few managers are able to provide concrete examples of how they live up to such ideals in their daily business. How sad is that? My 2 cents… drop the ideals and get a grip on reality. Either write something that your people will use as helpful guidelines or simply stick to the mantra. End of story.
5. Client feedback
Each employee should have a folder or binder containing feedback from Clients. It serves as a reminder of good performance, gratitude and it inspires your people to keep over-delivering. I too keep a list on page 4 in my journal of every instance (that I am aware of) where Clients have provided me with feedback on my employee’s performance and whether it was positive, negative or neutral in each case. I can highly recommend this as it is usually a very real reminder of things that went right during the past year.
Since I have suffered through several ridiculous performance reviews in the past using standardized forms and the happy face vs sad face methodology which inevitably lead to more smiley faces than you can shake a stick at, I decided to ban such nonsense and get on with pissing people off when they need to hear the truth and delighting others when they over deliver and make my Clients happy – I don’t wait until the annual review, I offer my feedback on a job well done immediately.. OK, I am the first to admit… I offer my 2 cents when something goes wrong as well. After all, my goal is to over deliver and thus delight my Clients so that I can live by our mantra and help you to succeed.
The Psychology of Sales
Sure, there are boatloads of books on this topic so I’ll do my best to keep this article brief, helpful and to the point. First, this page is dedicated to the many kind folks I meet each day who really need help selling their products and services.
Products and services are wonderful things from both the perspective of the consumer or Customer and the person or company that is offering or selling the products and services. For starters, the consumer gets some form of benefit from the products or services otherwise there would be little reason to purchase them. The seller, likewise receives a benefit in the form of compensation, usually monetary. The difference is that the consumer gets value whether perceived or real from the transaction or the receipt of the product / service.
How the consumer perceives this value is the topic of this article today.
From here on out when I mention the word ‘products’, please understand that I mean both products and services.
Here are my suggestions when you want to sell a product to a given target market.
1) Know your target market well.
That means that you need to understand who they are, how they tick, what they like and dislike etc. If you have hundreds or thousands of Customers this goes for you too – that is what databases are for!
Let’s start with something basic like Motivation Strategies.
Are your Customers motivated TOWARD something or Motivated AWAY FROM something?
If you were to ask them why they purchased your product, what would they say?
More importantly, what would you learn from their response?
If you were to ask your Customers something neutral such as “What did they do this past weekend?” and then follow up the question with “Why did you do X this past weekend?” Chances are good that you will learn something about their motivation strategy.
If they were to answer that they “went to the mountains to ski” this would indicate that the person is likely to be motivated TOWARD something and thus, they tend to know what they want and they will move toward their goal of getting what they want.
If the response to question 2 were “to get out of the city” then you might guess that this person is motivated AWAY FROM something and this sort of individual knows exactly what they don’t want.
In order to sell to these two very different types of people, you need to be able to identify their motivation strategy quickly and then apply a marketing tactic even quicker. Your first step is to create two sets of marketing tools from business cards and form letters to signs, messages and selling phrases that you will learn by heart. Your purpose is to communicate with your prospect effectively using their choice of motivation strategy so that your message is accepted with gratitude and your offer is given priority consideration.
If you wanted to sell a massage to a person that is motivated AWAY FROM something, your marketing message may be something like:
– Want to relieve stress?
Come visit our Spa on the 3rd floor right now.
(special offer limited to the first 5 people, today only)
– Need to get away from it all?
Experience our 100 minute vacation
(Hurry, we only have 4 slots left)
If you wanted to sell the very same massage to a person that is motivated TOWARD something, your marketing message may be something like:
– Are you ready to relax?
Our experienced massage therapists are waiting for you on the 3rd floor.
(special offer for first time Clients – today only)
– Would you like a treatment that is usually only offered to top athletes?
Sign up for a medical massage on the 3rd floor today – there are only a few slots left.
In addition to knowing your Client’s motivation strategy, learn all you can about them and take notes so that you can communicate in a very personal and meaningful way in the future. For example, if you do not see a Client after several weeks, why not send them a thank you note for their last visit and mention a few personal things in the note that would perhaps encourage them to get back in touch with you. When they contact you, present them an offer that they would find hard to resist.
2) Always, ALWAYS, ALWAYS include a benefit in your marketing message. Just to be clear, I am referring to a benefit that your Customer experiences when they do business with you.
3) Incorporate some form of scarcity in your offer – there may be thousands of X available but to many people, the perception of scarcity is a very powerful magnet.
4) Upsell and Cross Sell at the appropriate moment but do it as often as possible. This is a lesson learned from McDonalds and it pays off royally. Have you ever been to a restaurant where they asked you if you wanted fries with your order? That would be an example of a cross sell. If you heard someone ask a Customer if they wanted a large order of fries for only 20 cents more, that would be an example of an upsell. Do not miss out on this essential element of profit building unless you really want to leave money on the table.
5) Practice each of the above suggestions with Clients, Customers, Prospects, Friends – you have nothing to lose
6) Test variations of the above to improve your results and keep track of what works and what does not work.
7) Reserve time in your schedule for building relationships. Many of our Clients are so busy delivering products that they forget to keep relationships warm. The result is that they have to work extra hard to acquire more new business. It is much easier to keep a Client than it is to find a new one so, spend a few hours each week, keeping tabs on your Customers and going out of your way for the ones you really want to keep. The idea is to grow the business you do with your best Customers in such a way that you build a lifetime of value into the relationship. Build those relationships and they will pay off big time.
Naturally, we offer our Clients courses in the above areas with the implied benefit that knowledge will increase their sales but we do things a bit differently over here. We select our Clients very carefully, only a few applicants are accepted each time we open the doors but those that make it through have a compelling business case and a determined desire to succeed. These are the kind of folks we enjoy helping. We could guarantee that our methods will double your sales or you get your money back but instead, we often opt for a success based fee thus, we only get paid if our efforts deliver results. Have you ever worked with a company like that before? Come on, give it a try and apply for a chance to be one of our top performing, revenue generating Clients today.
SEO Lessons from the Field 1
This is the first of a series of posts we are going to publish on state of the art search engine optimization techniques to help you rank your site organically in the top search engines as high as possible for your top keyword phrases.
There are two main areas that search engines consider when they’re deciding how to rank your page and the first is what you publish on your page and how relevant that is to what people are actually searching for. We call these on-page elements. The good news is that you can optimize on-page elements easily. All you need to do is edit the text on your website.
The second thing the search engines look at is how popular your site is on the internet.
- How many other sites are linking to you?
- Do you have important authority sites linking to you?
- What text do such sites use to link to your site?
These are called off-page elements and we will address them in the next post on this topic.
On-page elements are important in determining your rankings but off-page elements are even more important. You’re unlikely to get to the #1 spot in Google, MSN or Yahoo purely because of your on-page elements, but they could mean the difference between being on page 3 or page 1 – So be sure to read Lesson 2 in this series for some off-page tips.
Here are a few critical on-page elements that you need to optimize in order to get reasonable organic listings for your keyword phrases.
Ensure that your <title> tags include the keyword phrase that you are optimizing for.
<title></title> tags indicate the title of your web page and gives the search engines a strong clue as to what a specific web page is about. This text appears on the very top of your browser window when you are on a given web page and this very same text is what the search engines will display in their organic listings as the clickable text link to your site. So, it’s really important that your <title> tags contain the keywords that you’re optimizing that particular page for.
For example:
If you wrote an article about how to read text faster, then the title of the page could be:
How to read text faster | Read Text Faster.
notice that I used the separator ‘|’ to boost the importance of my keywords for this page: this is an easy and natural way of doing it. You can use another separator if you wish, the idea is to present your keywords clearly for both users and search engine consumption.
Ensure that your <h1> tags include the keyword phrase that you are optimizing for.
Search engines read H1 tags first to find out what your page is about like headlines in a newspaper. If the search engine spiders discover your most important keywords in your <h1> tags, your page will be seen as more relevant for that search term and you will rank higher.
In your first 50 words of text be sure to include your keyword phrase.
Many search engines pay more attention to the first 50 words on a page than to the rest of the content on that page so be sure to include your keywords at least once within the first 50 words for each page you publish.
Keyword density: at least once in every 100 words of text on your page, incorporate your keywords and keyword phrases.
Your keywords need to appear a few times on your page integrated into the text but not more than 4 times for every 100 words. This is also known as 4% keyword density. If you go any higher than 4%, your site may be penalized for using a spam tactic.
Your internal site links need to include your keywords.
Search engines use the words in your link text (otherwise known as “anchor text”) to estimate the nature of the page you’re linking to. This can be used to your advantage in your on-page SEO efforts, giving your pages a little boost for your keywords.
We have many Clients who struggle to rank well in the search engines until they understand the importance of this tactic. Prior to working with us, they insisted on having a link on their site called ‘Home’. These people are actually optimizing their home page for the word “home” when they should be optimizing it for their main keyword instead! If they were to change the text “home” to “Read Faster Home”, or “Improve Reading Comprehension home”, they would give themselves a boost for “read faster” or “improve comprehension”. If your keyword for a page is “optimize your website”, then link to it from your menu using the text “optimize your website”, or “How to optimize your website”.
The same goes for all pages on your site. Don’t ever link to a page on your site using “Click here” unless you’d like to rank well for the phrase “click here”.
Original content means that visitors will spend more time on your site.
The search engines don’t want to display twenty sites with the same content. It doesn’t provide a good experience for their users. So you’ll find that many search engines have implemented “duplicate content penalties” for sites that seem to be displaying content very similar to content found on other website(s).
So what do you do if your content is the same as someone else’s?
This happens quite often, particularly if you’re using content from private label rights (PLR) articles, where hundreds of other people might be doing the same thing. The trick is to reword the article to make it unique. Shuffle the paragraphs, use synonyms, and try to change the article by at least 50%, and preferably more to be on the safe side.
Get the best quality content that you can for your site, because the search engines will also pay attention to how long people spend reading your pages. The longer visitors stay on your pages, the more relevant your site appears to the search engines for the keywords you have optimzed the page for. If visitors leave your site within a few seconds, the search engines may interpret this action as a poor fit for your keyword phrases. So try to write text that your visitors would be interested in and thus, try to increase the amount of time visitors spend on your site.
What Exactly is A PROBLEM?
People today, overuse and misuse the word ‘problem’ and it is becoming an issue for me because, here at BoxOnline, we use a tool to solve problems and this tool is very effective – but only when you actually have a real, genuine problem. So, when a Client says “I have a problem” we get all excited because we are trained and experienced problem solvers. The thing is most people say that they have a problem when what they mean is that they have an issue, a situation, a case where they believe that something has or will go wrong. So, what exactly is a problem?
A problem can be defined as a situation where you have all 3 of the following circumstances simultaneously:
1) You have a deviation from norm.
2) You do not know the cause of the deviation.
3) You must know the cause of the deviation in order to continue
Let’s clarify the above a bit better. When there is a deviation from norm, something unexpected occurred and when you do not know why this something occurred, it is likely that you do not know the most probable cause for the deviation. If your project is not able to continue after the unexpected something occurred then you need to repair the damage and the best way to repair something is to know what broke. Thus, if you do not know the cause for an unexpected deviation and you cannot move forward, you have a problem and we can start applying our honed problem solving techniques right away.
If, however one or two of the circumstances described above do not apply to your situation – YOU DO NOT HAVE AN ACTUAL PROBLEM. You have something else!
Analogy: You look at a board in the floor and spot a metal nail sticking out. You don’t want someone to trip over the nail or to cut their foot so you go get a tool to put the nail back where it belongs. Do you select a hammer or a screwdriver? That’s right, as soon as we have labeled a given situation “a problem”, we can reach for the appropriate tool to help identify what the most probable cause is or was. Then the cause can be dealt with and the process can move forward again. Any questions?