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Marketing Personal Development

Relatability in Your Content Equals Trust from Those You Serve

Don’t just be a superhero in your content…

…let your audience know you live and breathe just like them.

One of the best ways to leverage social media is to illustrate your expertise and show your audience how your particular thought leadership can help move them past the hurdles and challenges that are currently showing up in their lives.

That’s a remarkable ability.

This process not only develops an authentic connection, but, it presents you as a superhero to those you serve.

And rightfully so.

When you factor in all of the education, conversations, random insights and experiences that you’ve encountered over the years that’s contributed to the development of your particular expertise in your space of influence…

…no one does it quite like you, 🙂

Although you have some special superpowers…

…that’s only a piece of the whole pie when it comes to building a memorable and referable online presence.

You see, if you ONLY share stories that show off your game-changing insights, that’s actually hurting, not helping your cause.

How so?

Well, to some people in your audience, they would be intimidated by your thunder and be too scared to even consider hiring you to help them with the roadblocks they have in their businesses and lives.

To them, you seem untouchable, and couldn’t possibly understand THEIR particular challenges because they seem to be beneath you, or that you wouldn’t spend your precious and valuable time helping them work past their seemingly insignificant problems.

As a result, you need to compliment your invaluable expertise with stories that illustrate that you’re a human being and have been in their shoes, too.

Be relatable to your audience

So, how do you achieve this balance?

It’s a matter of mixing in social content and blog articles that not only showcase the value you

offer your audience through your expertise, but also sharing stories that illustrate your life as a business owner and life as a human being.

Although you have an amazing gift for helping people in the way you do, you also live on this Earth just as they do, and even though that would seem to be a common sense assumption, when people are in pain and seek help, it’s important to remind them that you’ve been where they are and you know exactly what they’re going through.

Remind them of this by sharing who you are, who you serve and why you do what you do through the content that you share.

How to be more relatable in your image content

When you effectively strike the balance between superhero and relatable human being, that keeps your audience invested, engaged and inspired in you and your specialized help, which, ultimately leads to cementing familiarity and trust, which then develops into sales when the moment is right for them to buy, because who else would they turn to??

It’s a win-win all around, isn’t it, 🙂

So, what can you do to strike that balance?

Speak in your own voice

This is one of those suggestions that sounds like a piece of cake on the surface, but, in fact, this is one that takes a while to develop.

In my experience, it took me roughly 6-8 months to finally get my writing to a place where I actually felt as though it sounded as if I were having a conversation and not simply writing ideas on a page.

It was a bit of a chore, but, the juice is worth the squeeze.

Once I started to feel more comfortable in my style of writing, I noticed the reaction to these pieces changed dramatically – and by dramatically, I mean members of my audience started to pay more attention and actually ENGAGE the posts.

And here I thought that no one was reading, 🙂

When you write in your own voice and incorporate your vernacular, pacing, humor, personality and tone, that will automatically qualify in a slew of people into your audience.

Consequently, it will also qualify OUT many people, as well. And no, that’s not a bad thing – you’re curating an audience that wants to be under your tent and follow your every word.

In addition, when you share content in your natural voice for your audience, you’re gaining their attention in a unique way because no one else presents specific thoughts and insights quite like you do.

Speaking in your own voice is step one in building a community of advocates, cheerleaders and referral partners.

Share the missteps and failures

If there was someone who was completely resistant to implementing this concept into my own social media and blog content, it was me.

For years, I was under the impression that sharing the failures was a monumental sign of weakness, and I’d avoid it at all costs. I also figured that these types of stories would signal everyone to pull out their tiny violins and they’d play a symphony for me.

Over time, I learned the lesson that vulnerability is actually empowering, and, it’s a signal to your audience that you completely understand where they’re coming from because you’ve lived through massive challenges, as well.

Although you’re living your best life achieving all of the goals you set out to meet, you have fallen down and had situations blow up in your face more than once, and it’s important to point out those failures because it gives your audience the opportunity to learn from your mistakes.

These types of stories also creates connection and camaraderie.

Think about some of the many challenges that you’ve faced and overcome within the past couple years. Think about each individually, write them down and share them with those you serve.

That will go a long way to become more relatable.

Illustrate your process

Although amazing image content of you captured on stage is a wonderful way to illustrate you at the height of your superpowers, balance out those images with lifestyle portraits that break down the fourth wall between you and your audience by sharing portraits that showcase your process.

What does work look like to you? Do you work mostly on a laptop? Do you have an office? Co-work space? Or, work wherever the wind takes you that day?

How do you brainstorm ideas? Do you write ideas down in your phone or laptop? Voice record? Moleskin? Have a wall of post-its or a whiteboard filled with scribbled thoughts?

What does working with a client look like? Is it all virtual? On the phone? In person? In group settings?

Once you translate all of these answers into lifestyle portraits, you, then, are able to demystify the process of what working with you looks like for your audience.

You’re giving them the opportunity to easily envision themselves on the other end of that phone call, Skype Session or one-on-one consultation with you talking through their current, mental roadblocks.

If they can envision it, they’ll be more apt to do it.

Share objects and props that have emotional resonance for you

Although speaking photos and branded lifestyle portraits of you are compelling pieces of content, if you post similar photos of your face day-after-day, month-after-month, that gets pretty damn predictable and boring.

It’s important to spice it up with a variety of image content that doesn’t simply include you.

Although there are quite a few avenues to explore with respect to this idea, one of the main ways I direct my clients to keep their feeds interesting is by sharing images of objects that mean something to them in a way that translates to their audience a deeper sense of who you are as a person and professional.

For example, I’ve shared images of my cameras with my audience and talked about the gratitude I have for discovering this passion for serving others with my art.

For my clients, I’ve captured images of a variety of objects – jewelry, pens, watches, trinkets, coffee mugs, toys, dolls, books, etc – that they’ve used to tell a personal story and give their audience a more insightful peek into what motivates them every day to do what they do.

And that’s the key to sharing these types of images – use these photos in a way that will relate your human being qualities to those you serve. It doesn’t matter if they owned the objects that you share – they’re relating to the emotion and sentiment that you hold for those objects.

These types of shares draw your audience into the conversation, which will go a long way to developing their level of trust they feel towards you, and by extension, the specialized help you can offer them.

When we inspire our audiences to feel and not just think, that gives them a greater sense of connection, and ultimately, it leads to more sales.

That’s why it’s absolutely essential that you talk to them in a way that meets them where they are and reminds them that you knowhow they feel and want to help them get where they want to go.

It’s that simple.

John DeMato is a NYC branded lifestyle portrait photographer and content creation expert who serves speakers, authors, coaches and high-level entrepreneurs across the country. His 50+ e-book, S.H.A.R.E. M.A.G.I.C.A.L. I.D.E.A.S., lays out the how, what and why behind creating a memorable and referable online presence – sign up to get your FREE copy today.

Categories
Best Practices Entrepreneurship Human Resources Management Marketing Negotiations Sales Skills Women In Business

There’s No Shame in Ignorance

“There’s no shame in being ignorant. The shame comes from not dispelling it.” -Greg Williams, The Master Negotiator & Body language Expert

“Alexa, who is Greg Williams, The Master Negotiator and Body Language Expert? Sorry, I don’t know that” was Alexa’s reply.

Do you think Alexa felt shame about not knowing the answer to that question – it didn’t? Alexa is artificial intelligence. It’s programmed to acquire knowledge. You’re like that too. You acquire knowledge and that reduces your ignorance. There should be no shame associated with engaging in that process.

Ignorance is a lack of knowledge. Everyone is ignorant of many things. So, why do people become shamed by it? This article explores that. And it abates the uneasiness that partners with ignorance.

The Stigma of Ignorance:

Sometimes, there’s a self-degrading stigma attached to ignorance. It generates embarrassment within the person possessing it. Don’t allow that to happen to you. And don’t allow others to weaponize ignorance against you. Understand your uniqueness. Use that as a shield. Then, if you want to become more knowledgeable about a subject, do so because it’s your desire. Don’t let others control you through their ignorance of who you are.

Self-Esteem:

Your self-esteem may come into question when asked for wisdom on a topic you don’t know. Momentary fear may kick in, depending on the circumstances. That dilemma can cause you angst.

If you’re stupefied by a question, alter your self-perspective. There’s nothing wrong with you. You just don’t know. If the subject matter is important, you can acquire knowledge. Don’t let it mentally debilitate you.

Fear of Unknown:

Do you fear not knowing the answers to questions simply because you don’t know what’s being sought? There are times when you become mentally constipated because of what you believe others think of you. Note when that happens. Allay your emotions by thinking that no one knows everything – there are things the person posing questions don’t know. Plus, you give your mental power to others when you allow them to control your self-perception.

Perception of Peers:

You may become daunted by ignorance when considering what friends and associates think of you because you lack knowledge in a certain area. If they’re ‘real friends’, you should be able to express your ignorance without fear of the negative perception of rejection. If that’s a concern, you can always push-back by saying, please reduce my ignorance or reveal your own. No one can make you feel ignorant. Only you have that power. Since you control it, control its perception.

What does this have to do with negotiations?

When negotiating, ignorance can open the door to fear. And fear can throw your negotiation off kilter. By planning extensively for an upcoming negotiation, you can reduce fear – do so by reducing unknown aspects that might cause it to occur. That means, during the planning process, consider as many variables as possible. Plan for them and have strategies ready to deal with situations that might threaten your negotiation position. Being prepared will disperse fears of where you might unwantedly venture into the negotiation. You will also cast the demon of ignorance into the dungeons of anonymity … and everything will be right with the world.

Remember, you’re always negotiating! 

After reading this article, what are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com 

To receive Greg’s free “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.themasternegotiator.com/greg-williams/

#Fear #shame #ignorance #ignorant #Emotion #Business #Progress #SmallBusiness #Negotiation #NegotiatingWithABully #Power #Perception #emotionalcontrol #relationships #HowToNegotiateBetter #CSuite #TheMasterNegotiator #ControlEmotions

Categories
Best Practices Human Resources Management Marketing Personal Development Women In Business

Why Every Business Needs a Personal Brand

Over the past several years, personal branding has become a hot topic across the business world.  That’s because it’s tough out there with the competition increasing daily.  Not just for businesses but for individuals as well.  Just consider the statistics.

In the United States there are currently: 1.3 million lawyers.  1.24 million accountants.  659,200 management consultants.  There are nearly 28 million small businesses in this country, more than 800,000 of them in New Jersey.  Yet the competition is so fierce that 50 percent of these firms including 80 percent of all restaurants fail before their fifth anniversary.  In 2018, more than 3800 major retail stores closed their doors.

What can you do to ensure that you don’t become one of these statistics?  The first step is to recognize that the way to successfully market and promote your business has changed dramatically over the past decade.

Today, the number one way that people find new companies, products and services is by accessing your website through the Internet, primarily by using Google Search.  The majority of those searches are done via smartphones.  When someone arrives at your website, you have approximately ten seconds to capture and hold their attention.  If you don’t, they’re off to one of your competitors.

The initial challenge is to get people to your website.  One way is by utilizing online advertising.  The problem is that online advertising is expensive with costs rising 5x faster than inflation.  The average small business effectively using Google advertising can today spend as much as $10,000 per month on their online advertising campaigns. That’s $120,000 per year.  Another problem is that consumers just don’t trust advertising. In a recent survey, less than 1% of Americans said that advertising had Influenced them.

That’s the bad news.  Now here’s the good news.  Unlike online advertising, social media is not only inexpensive but highly effective.  It’s also highly personal with almost half of all Americans reporting that they have had meaningful interactions with companies via social media.  Most importantly, social media gets people to your website — not by tricking them into clicking on a link or an ad, but by building a personal brand that generates trust and credibility for your business.

What is a personal brand?    According to Amazon CEO, a personal brand is what people think and say about you when you’re not in the room.   It’s what differentiates you and sets you apart from the competition.  It’s not simply a logo or a website — although both of these are important.  Instead it’s what you say and do that resonates with your target audience.  It’s the articles, the videos, and the photos that you post.  The advice you give and the ideas you support.  It’s what makes you special and unique.

So the next time you need to set your business apart from the competition, consider personal branding and social media.  Together, they’re a powerful combination that will help you not only survive but prosper and grow.

Categories
Best Practices Body Language Entrepreneurship Human Resources Investing Management Marketing Negotiations Sales Skills Women In Business

Body Language Dread – How to Avoid Disaster When Negotiating

“To avoid disasters, recognize what they look like and avoid actions that lead to them.” -Greg Williams, The Master Negotiator & Body Language Expert

“… He touched his knee! I thought, what does that mean? I #dread trying to read body language when negotiating!” An associate recounted her thoughts to me when discussing how she was attempting to avoid disaster during a negotiation. She wanted to understand and decipher the meaning of an individual’s body language. I told her, the gesture could have meant anything, nothing, or everything. Then, I went on to explain that one isolated body language gesture does not necessarily lend insight into someone’s emotions or thoughts – you must look at a cluster of gestures for that. I then stated, there’s an exception – it occurs when you’re observing micro-expressions.

Observe the body language gestures below. Cross-reference them to gain greater insight into the meaning they have when they’re clustered. That will grant you the insight into someone’s thoughts and what might have caused them. Being able to accurately detect these signals will enhance your negotiation abilities.

Crossed Arms:

Crossed arms by themselves does not mean that someone is unapproachable or close-minded. It could mean that the person is cold. Also, women tend to cross their arms more than men because of their anatomy.

To gain more insight about why someone crossed their arms, note the stimuli that caused it. To test their demeanor, say or ask something that will cause them to uncross their arms (e.g. that’s a nice watch – may I see it). Then, notice if they go back into their crossed arms position. If they do, you can test again with another question. After that, if they still cross their arms, you’ll have more information to make a better assessment of their demeanor.

Hands:

Movement – When someone speaks, note the timing of their hand movement. If it’s rhythmically aligned with their speech, subliminally, more believability will be lent to their words.

Handshakes – A handshake can connote hidden meanings (e.g. hands vertical to each other, we’re equal – hand on top, I’m superior). Never fall prey to the hidden meanings of handshakes. Good negotiators may intentionally allow someone to have the ‘upper hand’ as a ploy to convey subservience.

Fist – When a discussion becomes heated, observe when someone’s hand forms a fist. The fist can denote deepening anger or commitment in what’s being discussed. If the stimuli that caused the fist to be displayed was unintended, seek to de-escalate the conversation.

Smiles:

A genuine smile is denoted by crow’s feet at the corner of the eyes and elevated cheeks. It’s important to recognize the distinction from non-genuine smiles. Knowing the difference can assist in uncovering someone’s alignment.

Micro-expressions:

There are seven micro-expressions that are generic to everyone on earth. Thus, the stimuli applied to someone in Asia will have the same effect applied to someone in Europe, or anywhere else in the world. The seven micro-expressions are:

  1. Fear (eyebrows raised, wide eyes, lips slightly stretched & parted, bottom lip protruding downward)
  2. Anger (eyebrows down and together, eyes glare, narrowing of the lips)
  3. Disgust (lifting of the upper lip, scrunching of the nose)
  4. Surprise (raised eyebrows, wide eyes, open mouth)
  5. Contempt (one side of the lip raised and pulled in on one side of the face)
  6. Sadness (upper eyelids drooping, eyes unfocused, lips slightly turned down)
  7. Happiness (crow’s feet wrinkle around eyes, cheeks elevated, eye orbit muscle movement)

Misinterpreting someone’s body language can lead to unanticipated consequences. To assure that doesn’t occur to you, observe the gestures above when they’re clustered.

While reading body language is not a perfect science, it can give clues into someone’s thought process. Knowing what to look for, and interpreting nonverbal signals accurately, can help you avoid disasters when you negotiate … and everything will be right with the world.

Remember, you’re always negotiating!

After reading this article, what are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com

To receive Greg’s free “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.TheMasterNegotiator.com/greg-williams/

#Dread #Avoid #disaster #Negotiate #Negotiations #bodylanguage #Negotiator #Business #Management #SmallBusiness #Money #Negotiating #combat #negotiatingwithabully #bully #bullies #bullying #PersonalDevelopment #HandlingObjections #HowToNegotiateBetter #CSuite #TheMasterNegotiator #psychology #NegotiationPsychology

Categories
Marketing Personal Development

Photos from the Stage are More Versatile Than You Think

NYC Branded Lifestyle Portrait Jeff Hayzlett NSA NYC meeting

Don’t look at content creation with dread…

..it’s an opportunity to flex your creative muscles…

When you’re on stage, in front of the room, delivering a keynote, bringing everyone in the audience along with you for a ride that will have many twists and turns and end with a bang, that’s when you’re at the height of your superpowers.

It’s a pretty magical experience, 🙂

These moments are powerful and when you share them with your audience, they do a good job of getting their attention amongst the 50,000 other things populating their social feeds.

One of the more common stories that I’ve seen speakers and authors leverage their stage photos is the good ol’ “really happy to be speaking at ______ conference today…”

Now, there’s nothing wrong with wanting to come up with a way to tag the organizer and show them your appreciation for the talk, and to illustrate to your audience your #speakerlife, but, these images are a lot more versatile than for just this purpose.

When crafting a memorable and referable online presence, it’s important that you share stories that illustrate your expertise, life as a business owner and life as a human being in order to connect with your audience on a level that creates a deeper connection and rapport.

Then, you visually punctuate the sentiments of these informational and inspiring stories with powerful images from the stage – in addition to branded lifestyle portraits, but, that’s another topic for another day, 🙂

The awesome thing about these candid images is that the sentiment and emotion created through facial expression, body language, lighting and composition can visually punctuate an assortment of potential stories that you want to pair with it.

Let me show you what I mean with one specific speaker image that I’ve captured for a client.

The Flexibility of One Photo is Enormous

This photo is of Jeffrey Hayzlett, and was taken at a NYC chapter meeting of the National Speakers Association.

NYC Branded Lifestyle Portrait Jeff Hayzlett NSA NYC meeting

His dynamic presence, genuine facial expression and demonstrative body language makes this photo a slam dunk around which to create a memorable piece of content.

Now, when looking at this photo, a variety of potential ideas for stories pop immediately into my mind.

Of course, when it comes to a specific speaker, certain stories make more sense for them to leverage, but for the sake of argument, let’s assume all these ideas are in play for Jeffrey to develop further.

These are not fully formed ideas, but simply the starting points for potential ideas that could develop into full-blown social posts.

I’d like to break down these various idea nuggets into three categories: stories that illustrate expertise, life as a business owner and life as a human being.

While simply looking at the image and brainstorming anything that comes to mind, here are a few idea nuggets that immediately strike me:

Illustrating Your Expertise

  • “During my recent talk at @NSANYC, I shared a couple insights about…”
  • “When you’re speaking in front of an audience, don’t pretend to be anything less than who you are. Deliver the message in the way that’s natural to you…”
  • “When I am in front of a room delivering a talk, I feel at home…”
  • “Being a leader means…”
  • Pull a quote from a talk, interview or blog post that has a humorous twist in a way that this photo could visually punctuate.

Life as a Business Owner

  • “I’m extremely grateful for being able to make a living speaking from the stage…”
  • “While at a recent NSANYC event, I was excited to see my long-time colleague and friend_____, and I had to point him out…”
  • “When I’m speaking in front of a room, I’m not in front of a faceless group of folks, I talk to them as if we’re one-on-one, shooting the breeze…”

Life as a Human Being

  • “Although I am living the dream speaking from the stage for a living, there was a time that there was doubt and I wasn’t sure if this was the right path for me…”
  • “As a speaker, we are business owners, and moments like this make the effort worth the challenges, but, the challenges are indeed, challenging…”
  • Create a post that is punctuated with the #booyah hashtag since Jeffrey Hayzlett uses this hashtag in his social posts.

Now this is just a quick brainstorm that took less than a few minutes to generate these potential story ideas, and, I’m sure with more effort, even more ideas could be mustered up for this one particular photo.

Oh wow, its like that?

The takeaway from this is that the idea generation process can be repeated for every single image that lives in your image content portfolio, whether it’s an image taken of you from the stage, a branded lifestyle portrait or an image taken with a smartphone.

The versatility and flexibility of your image content is dependent upon how you approach each photo, and your ability to look beyond the what.

The what of the image is the foundation, no doubt, but, the sentiment of these images reach far beyond the walls in which the photo was captured, and that flexibility is always at your disposal, once you recognize the potential.

When I help provide this insight into the content creation process with my clients, I literally see the light bulbs going off in their heads as this newfound perspective is truly reinforced in their minds, forever changing the way that they approach creating social media and blog content in order to create a rapport and relationship with those they serve.

As far as I’m concerned, that’s a good start to the process, 🙂

John DeMato is a NYC branded lifestyle portrait photographer and content creation expert who serves speakers, authors, coaches and high-level entrepreneurs across the country. His 50+ e-book, S.H.A.R.E. M.A.G.I.C.A.L. I.D.E.A.S., lays out the how, what and why behind creating a memorable and referable online presence – sign up to get your FREE copy today.

Categories
Best Practices Body Language Entrepreneurship Human Resources Management Marketing Negotiations Sales Skills Women In Business

What Scares You?

“Sometimes, your imagination scares you. To assess your fears, check your unchecked thoughts.” -Greg Williams, The Master Negotiator & Body Language Expert

“… The thought of that scared me. My focus was on what others would think if I failed.” An executive manager of a major international corporation spoke those words. I suggested that he shift his paradigm from thinking about failure, and what others would think, to one more positive.

Have you ever considered what scares you? While you might be frightened of some things, they may be the doorway that leads to greater opportunities. There are things that you should shy away from. Therefore, I’m not suggesting you go head-first into everything that scares you. Instead, reflect on the benefits that might reside within your fears.

Consider the following thoughts when assessing how, whether, and when you should embrace things that frightened you.

Identify what scares you:

Before you can address your fears, you must identify them. You should also identify why you’re lending legitimacy to them. In identifying them, note their origins. Do they stem for a hurt you experienced in the not too distant past, or do they stem from some further hidden source? The better you are at identifying the source of what scares you, the better you’ll be at assembling a plan to deal with those fears.

Assessment:

While assessing the source of your fears, assess if it’s something that you should rightfully be afraid of. Fear can serve as a warning. Thus, there are some things that you should avoid. In your assessment, label what’s real and what’s imagined when it comes to what scares you.

Imagination:

When we were kids, we dealt with things that frightened us by using imaginary forces. We even created imaginary friends. The point is, we used our mind to help us live in the reality we wanted for ourselves. We can still use our mind for that purpose. When confronting what scares you, imagine what will happen when you overcome your fear by addressing the thing that scares you. Imagine you’re receiving accolades for doing so. Now, how does that make you feel? It should make you feel good. After all, you’re only imagining it, which means, you’re in complete control … as you are always.

You can find motivation from the above thoughts and allow them to move you to action. Or, you can choose not to address your fears. But If you’re serious about achieving greater success in life, you must commit to challenging the things that jeopardize that success, that which scares you. After making that commitment, your life will instantly be on a straighter road to success … and everything will be right with the world.

What does this have to do with negotiations?

When negotiating, the fears of adopting one position versus another may cause you angst. But if you’ve considered the unexpected offers that might occur beforehand you will have planned on how to address them. That should allay your fear.

Nevertheless, if you’re caught by a scary situation, don’t show it through any body language and/or nonverbal signals (e.g. mouth agape, widened eyes). You don’t want the other negotiator to sense his momentary advantage. Instead, go into quandary body language display mode (e.g. hand on chin head cocked to one side, or chin resting in hand and on side of face). This action will give you time to think, while the other negotiator wonders what you’re thinking about. If you display a cunning smile while doing so, you may evoke fear in him.

Remember, you’re always negotiating!

After reading this article, what are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com 

To receive Greg’s free “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.themasternegotiator.com/greg-williams/

#Fear #scare #Emotion #Business #Progress #SmallBusiness #Negotiation #NegotiatingWithABully #Power #Perception #emotionalcontrol #relationships #HowToNegotiateBetter #CSuite #TheMasterNegotiator #ControlEmotions

Categories
Entrepreneurship Marketing Personal Development Sales

Perspective Without Business Acumen: Is That Even a Thing?

Part Two of a five Part Series.

Without business acumen, you can’t provide meaningful perspective.

In my last article, I discussed Perspective selling, and its cousins, insight & Challenger selling – and how powerful they are. First, I described perspective: knowledge or insight that expands a customer’s understanding of one or more business issues.  When a seller provides perspective, they apply customer-valued (not just any) insights and expertise .

To consistently provide perspective, sellers need to predict – then introduce – then validate – a customer-valued outcome.  Importantly, part one detailed three techniques for presenting perspective: three ways to stimulate a prospect to visualize an outcome.  In summary: asking value-oriented questions, re-framing a prospect’s viewpoint via credible instruction, and storytelling all engage parts of the brain that simple “selling by telling” does not.

Perspective Takes Three Kinds of Acumen.

Here’s the thing: those three techniques require a strong foundation in three areas. World-class sellers need three types of acumen in order to generate useful perspectives regularly.

The three underlying elements of acumen:

  1. Business Acumen
  2. Customer Acumen
  3. Solution Acumen

With apologies, let me bring the old “three legged stool” metaphor out of storage.  Thus, each type of acumen represents one of the three legs, and the stool needs all three legs to support world class performance.

Today’s topic:  Business Acumen

One of my most popular articles ever discussed the importance of business acumen.  It makes the point that you can’t know your customer’s business until you know business. Rather than repeating that article’s point, the  “why” of understanding business, I’d like this article to address the “what” and “how”.

First, there’s good news for non-“mathletes.  Understanding the numbers in a target company’s financial statements probably won’t get you as far as concentrating your time elsewhere (unless you’re in a field like finance or accounting). While financial acumen isn’t a waste of time, just remember:  financial statements describe financial health of a company, while a salesperson is usually more interested in operational health.  It’s more important to know how an operational change will affect the financial statements that it is to be able to analyze a financial statement for needed operational changes.

Business acumen is critical regardless of your role in your organization. This series of articles focuses on seller roles (any role that faces the customer). Nonetheless, if you’re a business leader trying to focus your company on delivering customer-perceived value, your whole organization should be business-savvy.

Perspective selling, becoming a trusted advisor, requires a seller to know their customer’s business well enough to give valued insights. Thus, many sales leaders realize that building business acumen for sellers and customer-facing roles boosts sales performance. Because of this, several Fortune 100 companies put their entire sales organizations through a mini-MBA program.

What Does Basic Business Acumen Cover?

If I had only one day to work with your people to build their business acumen I would organize a workshop covering a few key topics:

  • Treacy and Wiersema’s three value disciplines; how a company sees themselves differentiating in their market.
  • Understanding current trendsin a company’s market: your own and a customer’s.
  • Perspective sellers are attuned to their customers’competition:direct and indirect / substitutes.
  • Business professionals know how to find any company’s top management priorities. Can they leverage this knowledge into insightful interactions with a customer?
  • Businesspeople should know how to uncover major business risksfaced by any company, and articulate ways to address them.
  • While I don’t advocate strongly for mastering financial ratio analysis, I am big on understanding cost structure: fixed vs. variable costs, and break-even point. Know how to impact each of those items, and how you product /service impacts a customer’s cost structure.
  • Sales people should be able to break any company down into its component processes and activities…then identify key processes.
  • Your people need to be able to identify key process inputs/resourcesa company uses.
  • Business professionals should understand how key partners, alliances, and complementary offers build into complex ecosystems..and how these players add value to each other.
  • How does a company define their customers,and why?
  • Business people, especially sellers, should understand market channels:different kinds, how they work, their value, their challenges, and how customers use them to buy.
  • Business acumen helps identify different revenue streams, and understand what value (besides revenue and profit) each stream produces.
  • Professionals should be able to pick out a company’s value propositions. They should also distinguish propositions from value presumptions and statements, and know the dangers of the latter two.

How Business Acumen Shapes Perspective Selling

Business acumen enables sellers to look at a prospective customer’s business insightfully. Demonstrating a deep understanding of the prospective prospect’s business builds needed credibility. Without credibility, sellers risk being just another annoying know-it-all spewing a misdirected “credibility deck” in a prospect’s direction. Value messaging turns into old-fashioned “telling” if the perspective is not anchored in customer insight.

In summary, business acumen is needed to discover value that is hidden to average sellers.  It opens up a more detailed “map” of all the places where your differentiated value can impact a customer.  I often help clients identify completely new personas and roles within their target companies.  Having insight into how a customer’s company really works helps anticipate everywhere a seller’s differentiation generates value. A tool I’ve developed called “value networks” builds this world-class selling practice into a repeatable system for entire sales teams.

Fee free to comment below or to share this article.  If you would like to talk about building the business acumen of your organization, let me know.  I’d love to help you build that organizational capability.

To your success!

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Best Practices Entrepreneurship Investing Management Marketing Negotiations Sales Skills Women In Business

Negotiator – How To Be Smarter About Risk Assessment

“To abate risks better, deal with those that pose the greatest threat to your goals first.” -Greg Williams, The Master Negotiator & Body Language Expert

What do you consider when thinking of risk assessment? Do you think about the impact that your past will have on it? Do you consider the same about the person you’ll be negotiating against? There is a multitude of things to consider. Doing so before the negotiation will make you a smarter negotiator. Before your next negotiation, mull over the following insights when pondering how to be smarter about risk assessment.

Gains versus Losses:

Sometimes, people become caught up in the moment. They forget to weigh their potential gains against their potential losses. Losing track of such mindfulness can leave you wondering why you engaged in such folly, once you’ve returned to a clear state of mind.

When assessing risk, know what you’re assessing as it relates to your larger goal. Don’t place yourself in a position where you make a tradeoff or offer, get it, and then discover that there’s an unintended cost for the acquisition. If a request is too costly, it may behoove you not to enter the bidding. A risk matrix can assist in that avoidance.

Risk Matrix:

You can use a risk matrix chart to assess the probability of an outcome in a negotiation. That will help you uncover any hidden risks that you may not have considered. Based on what you know of the other negotiator, you can assess the probability of how he’ll act/react to certain offers and counteroffers. Thus, you might have your offers and potential counteroffers plotted on one scale and markers denoting the probability that he’ll respond in a certain way on the other (e.g. strong possibility, likely, maybe, low probability, not likely). Then, weight each category (e.g. 85-100%, 65-85%, 45-65%, 25-45%, 0-25%, respectively). Of course, your risk matrix will only be valid to the degree your assessment of the other negotiator is accurate. If it’s not you’ll have garbage in, garbage out.

Ploys:

  • Lead/Led – Ask the other negotiator for his thoughts and inputs on matters that you’re unsure about his thoughts. By obtaining his thoughts you’ll gain insight into how he’s thinking. The bonus of that will be of him having the appearance that he’s leading the negotiation. That will also assist your efforts in decreasing the risk that the negotiation might go into unseen and unsuspected areas.

 

  • Offers – Don’t make offers that would demean or insight the other negotiator. You don’t have to tread so gently that he begins to press you on issues. instead, find the balance between the point of leading and following and know when to commit to either.

 

  • Anger – When thinking of the strategies you’ll employ in the negotiation be leery of using anger. There are potential hidden risks involved when you anger someone. They can become unpredictable, which means not only would you demean the validity of your risk matrix, you might do irrevocable harm to the negotiation.

 

Suffice it to say, the fewer variables you can account for when negotiating the stronger your negotiation position will be. That will lead you to be smarter about risk assessment … and everything will be right with the world.

Remember, you’re always negotiating!

After reading this article, what are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com 

To receive Greg’s free “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.TheMasterNegotiator.com/greg-williams/

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Do You Know What Really Makes You Happy?

“Happiness is your state of mind that only exists when you think it does.” -Greg Williams, The Master Negotiator & Body Language Expert

One day you’re up. The next day you’re down, and so the yo-yo goes. Maybe the ups and downs are not daily, but it occurs to a degree in everyone’s life. Do you know the frequency of your ups and downs? Do you know what really makes you happy?

There’s a reason you should take account of your happiness quotient. It’s the doorway to accomplishing greater achievements. It’s also the doorway that leads to the perception of you leading a better life.

Consider the following insights to note your degree of happiness, what sparks it, and what might cause it to decline.

Self-Psychology:

Know the triggers that lead to happiness and unhappiness. Those two boundaries will be your guardrails that trip your inner silent alarm. Even if you encounter an abundance of happiness, sensitize yourself to how it occurred. You can use those stimuli to acquire greater happiness. That will serve as a motivator to spur you to higher heights. The point is, know what motivates you to stride forward faster and you’ll be more aware of how to do so.

Happiness:

Everyone has a slightly different definition of happiness. To understand the impact that happiness has on you, define what it means to you. Not doing so subjects you to the whims of life’s occurrences. You’ll relinquish control to those dictates and they, not you, will determine when you’re happy and when you’re not.

Unhappiness:

In my writings, presentations, and trainings, I’ve suggested to people worldwide that they note what makes them unhappy. Some have responded by saying, “why would I focus on negativity – that’ll only serve to make me unhappier”. Think about that for a moment. If you didn’t know what a hot stove felt like, you’d be more likely to touch it and get burned. How many times would you want that to occur? The point is, yin and yang are the boundaries of happiness. And unhappiness is the yin in that equation. The more you’re aware of what makes you unhappy, the more clarity you’ll have about how to avoid it.

Friends:

There are some things that we’re more passionate about than others; longtime friends can fall into that category. While some longtime friends can provide a form of happiness, you should be aware of the impact they have on other aspects of your life. In some cases, their views and opinions may no longer support the goals you’re seeking to achieve. If that’s the case, know the value that they add to your happiness quotient. You don’t have to discard them, just appreciate them for the value they add to your life from a different perspective.

What does this have to do with negotiations?

The degree of happiness you experience when negotiating will impact your degree of engagement. Happiness is an unseen ally that’ll allow you to think more clearly from which greater ideas will flow. It will also serve as the tool that unlocks your ability to make better offers and counteroffers.

The more you’re aware of what ignites your degrees of happiness when you’re negotiating and how to temper unhappiness, the better you’ll be when negotiating … and everything will be right with the world.

Remember, you’re always negotiating! 

After reading this article, what are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com

To receive Greg’s free “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.themasternegotiator.com/greg-williams/

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Best Practices Entrepreneurship Human Resources Investing Management Marketing Negotiations Sales Women In Business

Can You Negotiate in a Life and Death Challenge?

“Perception determines how you’ll engage in an endeavor. Thus, you should always assess your perception before doing so.” -Greg Williams, The Master Negotiator & Body Language Expert

There you are. Everything is on the line. You’re negotiating in a life and death challenge. What might you do and how might you negotiate differently giving the life and death challenge that confronts you? Would the answer depend on whose life you were negotiating for?

Okay, let’s turn the temperature down a little. Suppose it was your job or a contract that you were negotiating for instead of someone’s life. Would that alter the negotiation tactics and strategies you’d employ?

There are central components that flow through every negotiation. The only thing that changes is their order based on the severity of the negotiation.

The following are components that will occur in every negotiation you’ll encounter. Master them and you’ll have a greater chance of mastering successful negotiation outcomes.

Mindset: Your mindset is your greatest ally or foe.

  • Always be aware of the mindset you possess when negotiating. Your mindset will determine the degree that you think logically or illogically.
  • Your mindset will change based on the challenges you perceive and how you address them. That will impact the interactions you have with the other negotiator.
  • Be aware of what causes you to see yourself differently. Therein will lie embedded clues about why your mind shifts. 

Bonding: I understand you. We’re alike.

  • People like people that are like themselves. And, they want to be heard and appreciated.
  • Bonding helps people to perceive you as being like them.
  • The time to ask for concessions in a negotiation is when you’ve bonded sufficiently. It’s an important factor that increases the odds of getting what you want.

Positioning/Controlling the negotiation: Look how far we’ve come. I see a positive outcome on the horizon.

  • Prior to starting the negotiation establish what will be discussed. That will determine the flow of the negotiation.
  • Set the agenda to discuss the items of greatest importance first. The other negotiator will have his priorities. So, be prepared to trade points to ensure you control the negotiation’s flow.
  • Determine which strategies and tactics are most appropriate for the type of negotiation you’ll engage in.

Reframing: That’s not what I meant.

  • Know when to reframe an offer. Sometimes people perceive offers differently from what was intended. If you sense that, reframe the offer. That will allow it to be viewed from a different perspective, which could make it more appealing.
  • To reframe an offer to make it more appealing, position it as a benefit to the other negotiator.

Pace: Change of pace alters a negotiation’s flow.

  • Bypass points of contention when you want to avoid them (e.g. Let’s come back to that later).
  • Negotiate slower or faster to increase or relieve anxiety or pressure when it’s to your advantage to do so.
  • Changing your pace of speech when making offers will impact their perception. If more time is required to have the importance of an offer appreciated, consider speaking slower. That will subliminally convey its importance.

Hope: The outcome doesn’t have to be bleak.

  • Brandish hope as an ally. Doing so will keep people engaged in the negotiation.
  • Take hope away when the other negotiator strays in the wrong direction. Your intent is to let him know that he’s engaged in a losing proposition.

Every negotiation you’ll be in will not be life and death. But the components above will be in every negotiation you’re in. Using them adeptly will enhance your probability of having a successful negotiation outcome … and everything will be right with the world.

Remember, you’re always negotiating!

After reading this article, what are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com

To receive Greg’s free “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.TheMasterNegotiator.com/greg-williams/

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