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

Being High From Happiness

 “Happiness can be elusive. When you need happiness the most and you can’t find it within yourself, make someone else happy. It’ll find its way back to you.” -Greg Williams, The Master Negotiator & Body Language Expert

Are you happy when you’re high? Depending on your interpretation of ‘high’, that may or may not have the same connotation to you as others.

Being high can stem from a myriad of sources. It can stem from the consumption of alcohol, tobacco, or illicit drugs. It can also stem from a more natural source.

If you seek a natural high, one that’s unencumbered by a false sense of spirited motivation, you can experience the true sense of happiness. The challenge becomes where to find, corral and keep that sense of happiness so you can call on it when needed.

No one can be on a natural high all of the time. But, if you evoke it without false insemination, you are on your way to unlocking one of the keys to a successful life; that key is happiness.

Here’s the point. One day none of what you think is important will be important. None of the challenges you have will be important either. That day will occur when you’re no longer able to influence your thoughts or those of others. That’s the day that you will have transitioned from this life into another realm of being. So, make yourself as happy as you can, while you can. And, when you can’t make yourself happy, make someone else happy. That act will come back to you in the form of happiness … and everything will be right with the world.

What does this have to do with negotiations?

When you negotiate, be extremely protective of your mind (i.e. the way you think and feel) and your thought process. If you’re able to contemplate happiness in the face of adversity, happiness may not appear to be that daunting. That will allow you a freer thought process, one that’s not encumbered by dread.

It’s the thoughts fueled by negativity that causes our negotiation efforts to become derailed at times. The thought of being happy can keep your thoughts on the right track. It may sound quirky but, try it. Act happy when experiencing dread during a negotiation. At a minimum, it will cause the other negotiator to wonder what’s occurring. That may give you the time needed to assemble a more robust rebuttal.

Think happy thoughts, be happy. You really don’t have anything to lose and you might discover something that’s unique about your negotiation abilities than you previously realized.

Remember, you’re always negotiating.

What are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com

To receive Greg’s free 5-minute video on reading body language or to sign up for the “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.themasternegotiator.com/greg-williams/

#HowToNegotiateBetter #CSuite #TheMasterNegotiator #ControlEmotions #Psychology #Perception #rejection #leadership #HowToImproveYourself #Happiness

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

Do You Dance Between the Raindrops?

“The appearance of rain is soothing for some and cursed by others. When rain occurs in your life, define its purpose and use it to your advantage.” -Greg Williams, The Master Negotiator & Body Language Expert

Into everyone’s life, some rain must fall.

Some people fret when it rains. They perceive it as a disruption to their normal flow. Such people become deterred from engaging in activities that might otherwise bring opportunities and/or advantages to their endeavors. Through their incumbered mind, they become less mobile. Others dance between the raindrops. They go about their activities with an enhanced sense of purpose. Which one are you?

In this case, raindrops are a metaphor for the unexpected occurrences that happen in life, those occurrences that we’d not planned for or had little anticipation of there eminent appearance. The way you deal with such situations will determine the level of happiness you experience, your perception of how successful you are, and the stability of your mental state of mind.

The point is, raindrops will occur in everyone’s life. It’s the way they perceive such situations that will determine how they interact with those situations. Thus, if you want to achieve more in life, if you want more out of life, if you want to control more of what occurs in your life, learn to dance between the raindrops (i.e. view things from a positive versus negative perspective) … and everything will be right with the world.

What does this have to do with negotiations?

Raindrops (i.e. unanticipated/unplanned occurrences) occur in most negotiations of substance. If you’re not mentally prepared to address them, you can find yourself digging deeper into a hole of despair into which the waters of despair will populate. That will make the situation worse for you because you’ll start to feel besieged by what may seem to be a barrage of overwhelming activities that you can’t or don’t want to recover from. Obviously, that will put you at a disadvantage in the negotiation.

When you feel the barrage of offers/counteroffers begin to overwhelm you, stop the rain; get out of the environment or find something to buffer your perception.

Here’s what you should remember. You can stop the rain by changing your perception of what’s occurring. That will be the start of what’s really occurring (i.e. your reality is what you perceive it to be). Once you do that, you’ll be able to view what’s occurring from a perspective that’s not so debilitating. Psychologically, that will also allow the endorphins to flow that will give you a mental uptick. That will lead to you becoming a more formidable negotiator.

Remember, you’re always negotiating.

What are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com

To receive Greg’s free 5-minute video on reading body language or to sign up for the “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.themasternegotiator.com/greg-williams/

#HowToNegotiateBetter #CSuite #TheMasterNegotiator #ControlEmotions #Psychology #Perception #rejection #leadership #HowToImproveYourself

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Body Language Entrepreneurship Human Resources Management Marketing Negotiations Women In Business

Are You Talking Too Much?

“Talk less and you could learn more. Talk more and you could end up not knowing what’s being talked about at all.” -Greg Williams, The Master Negotiator & Body Language Expert

You talk too much! That could be the thought of someone you converse with. It would mean that you don’t allow that person to exchange her ideas in the conversation, turning what could be a monolog into a dialog. Not only would your actions indicate that what she’s attempting to say is not important, it also states that you believe what you’re saying is so important that it doesn’t require additional input. That can be a serious turnoff when attempting to exchange information. It becomes a more serious problem when two people are in a relationship. Such behavior can be the slow march to the uncoupling of the relationship.

When you’re really interested in someone, display that interest in the way you communicate. That should be done verbally and nonverbally. The nonverbal display can be made by the nodding of your head at appropriate moments, and/or even the sound of a grunt; just be cautious that a grunt is not perceived as a negative disagreement if that’s not your intent.

In order to communicate more effectively with others, you must display the ability to let the other person feel that you’re being attentive to what they’re saying. To do less than that demeans the other person and places you on a pedestal, from which it may be difficult to descend. Even if you do descend, you may have lost the opportunity to gain greater insight per how that person thinks, which could lead to the loss of greater insight from which you could think on a broader perspective.

What does this have to do with negotiations?

When negotiating, the person that speaks the most will tend to give away his negotiation position, and information that might better be kept undisclosed. That information may also be used against him. That’s one reason why good negotiators will ask follow up questions, while great negotiators will answer a question with a question; it’s the latter’s attempt to gather more information.

When engaging in a negotiation, be an astute listener. Listen to what’s said, how it’s said, and listen for what’s missing. Don’t over talk the other negotiator and don’t be so gabby that you miss the opportunity to gather more information. Once you’re adept at listening more and talking less, the more you’ll be able to see and hear what you’re missing in the negotiation. You’ll be able to magically see the other negotiator through a brighter light of transparency. That will leave you in a very powerful negotiation position … and everything will be right with the world.

Remember, you’re always negotiating.

What are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com

To receive Greg’s free 5-minute video on reading body language or to sign up for the “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.themasternegotiator.com/greg-williams/

#HowToNegotiateBetter #CSuite #TheMasterNegotiator #ControlEmotions #Psychology #Perception #rejection #leadership #HowToImproveYourself #Bully

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Best Practices Marketing Personal Development

Brand Performance Is Determined by Recognition, History, and Placement

Yesterday, we ran into a new brand. Literally! It was on the floor of our local grocery store, right in the middle of the aisle. We had to maneuver our cart around it just to avoid an accident. But, we noticed a new brand in the process! We found out later that it wasn’t selling fast enough after being on the shelf for months, so it was getting closed out and discontinued. And the store knew that making people “trip” on it would help get rid of it—and fast. In other words, people wouldn’t have to be aware of the brand or be on the lookout for it. They’d just inevitably see it. And we did! It worked!

We wondered why that brand builder didn’t introduce his brand with a floor stack display in the first place. Getting yourself into a store is by no means a guarantee of success. In fact, it’s dangerous, because the store is now measuring your brand’s performance, starting with the day your product arrives in the store and ending with the day it leaves checkout. That timeframe is the speed of the “turn.” In other words, it’s how quickly your brand moves in that specific store.

We understand how difficult it is to get on the floor in a new store without recognition and history. That’s why we recommend that brand builders start slow, building a history of rapid growth—even if that growth is in just a few stores. We like to say, in the beginning, don’t sell your product farther than you can drive in a day. Why? Because your brand’s future performance is at stake!

Your Product is Lost on the Shelf. Once you have shelf space, go to that store at least twice a week. Find any reason why your product isn’t selling. You’re up against the clock! Your brand needs the volume in order to validate a display stack. The attention you’ll have to put into just merchandising in these initial stages will prevent brand expansion. But you shouldn’t try to expand until you excel in your first few stores. Through demos, neighborhood events, or in-store sampling, get that store’s customers to buy your brand—quickly! That brand we ran into clearly did not.

Your Reputation Precedes You. After your product flies off the shelf, then you are in a better position to propose a floor display. Even still, you must be persistent and visit the store regularly. Think of it this way—you’re investing in your reputation, even though the merchandising overhead can push you into the negative. You want that specific store to think of your brand as a “hot mover!” And, take note of the display volume sold over the selling period. That is the most important performance report your next retailer will want to see. They will use this to decide whether or not you get into that next store at all, or claim that sought-after floor space. The more floor space, the better the chances your product will sell.

And the Rich Get Richer! After enough effective floor displays, new opportunities will begin to soar. Larger displays from retailers will create heightened brand awareness, quicker brand growth, and of course, more sales. People will see you as a display brand. Unless you can pay large sums for slotting allowances (where legal), you have to earn your way up to this status.

These are only a few reasons why it’s crucial to be a big hit in a small place right off the bat, and double up on your incremental achievements. Happy selling!

For more, read on: http://csnetworkadvis.staging.wpengine.com/advisor/michael-houlihan-and-bonnie-harvey/

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

What You Need to Know About Negotiation Fallacy Dilemmas

“Fallacy dilemmas are only dilemmas to the degree that you allow them life. Test them and you’ll determine to what degree they live.” -Greg Williams, The Master Negotiator & Body Language Expert

When negotiating, you should always be aware of fallacy dilemmas. In a negotiation, fallacy dilemmas are offers presented as either/or propositions, whose propositions are opposite one another. They’re presented in such a manner that they seem to be the only available options.

In discussing fallacy dilemmas with some negotiators, they’ve stated that identifying and using fallacies in a negotiation can be confusing. This article will give you insights into how you can engage successfully with them.

Here’s the challenge with fallacy dilemmas, when negotiating such propositions can be positioned to direct your thought process towards either of the options presented. In reality, there may be a number of other possible solutions that get excluded from your thought process simply because you’re being directed to consider only the proposition offered. Thus, other possible solutions are never considered. That’s why you should be mindful of when fallacies are presented.

Nevertheless, while being mindful of fallacy dilemmas being used against you, they can be an extremely useful tool to have. If you employ this tactic/strategy at the right time, you can enhance your negotiation efforts.

How to guard against fallacy dilemmas in your negotiations. 

Most know the premise, if you’ll lie you’ll cheat, and if you’ll cheat you’ll steal! If you accept that premise as a truism, you’re susceptible to the fallacy.

While it may be true that liars who cheat may also steal, or engage in any combination of nefarious activities, it doesn’t mean that every cheater steals, etc. That’s the dilemma of the fallacy.

Therefore, to guard against fallacy dilemmas during a negotiation, don’t accept any proposition as having only two alternatives.

Note: If you’re in the thick of a negotiation and you sense you’re being forced into thinking that there’s only to options, pause. Take time to reflect. Observe what the other negotiator does. If he attempts to push you into making one of the decisions offered, consider slowing the negotiation down by being more deliberate about your options.

How to use fallacy dilemmas in your negotiations.

You know how to guard against this dilemma, flip it to employ its usage against the other negotiator. To be most effective, consider presenting it in two ways.

  1. Quantitative – Use this type of offer when you want to limit the other negotiator’s perspective to a specified range (e.g. would you rather have zero or a thousand); this offer excludes the fact that through payment terms or other arrangements, he might be able to garner more than a thousand.
  2. Qualitative – Implement this method when attempting to alter the emotional mood of the other negotiator (e.g. would you rather walk away with nothing or something).

Body Language – Add value through intonation emphasis.

With body language, in this case nonverbal communication, the words you place greater or lesser emphasis on dictates the importance that those words convey. Such dictation will also convey a sense of importance when presenting your fallacies. As such, consider ahead of time what words you’ll use to convey a sense of needed urgency when making your offers and how that will be of benefit in your fallacy presentation.

Now that you have a greater awareness of fallacy dilemmas (did you catch what I just did about your awareness (i.e. if something is true, it can’t be false)), use them in your negotiations. Know that things get out of control to the degree that you don’t control them. Thus, when presented with an offer consider all of the options associated with the possible solution of that offer … 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 5-minute video on reading body language or to sign up for the “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.themasternegotiator.com/greg-williams/

#NegotiationDilemma #FallacyDilemma #EitherOrDilemma

#NegotiatingWithABully #Bullying #Bully #negotiations #HowToNegotiateBetter #CSuite #TheMasterNegotiator #psychology

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Accounting Best Practices Entrepreneurship Health and Wellness Human Resources Industries Investing Management Marketing Skills Women In Business

What’s Your Company’s Moral Compass?

Imagine that you’re in the running for a coveted spot in a well-regarded organization for a high-level position. It’s taken you years to get to this place and you really want this job. You wait and wait through the agonizingly long interview process and in the end, you don’t make the grade.

These are the kinds of situations that “try men’s (and women’s) souls.” How you go through the stages of making the decision to apply, to how you tolerate the waiting, to how you manage the disappointment of being overlooked are great indicators of how you handle stress (and life) in general.

This is just one example of how reaching beyond your comfort zone initiates a series of mental challenges. In his book, Flow: The Psychology of Optima; Experience, Michaly Csikszentmihalyi (Harper Collins, New York, NY, 1990)l, spent years researching the question of what makes one happy. Ultimately, according to his findings, the answer to this very illusive inquiry was: “The control of one’s consciousness determines the quality of one’s life.”

In other words, how we internalize and make peace with the myriad of disappointments and loses as well as deal with our successes and celebrations determine our level of satisfaction we experience in our lifespan.

Given that introspection and transformation are such critical factors in every person’s – and ultimately in every company’s well-being, I’m always amazed at how little attention is paid to the recognition of how important this kind of mental training is.

And I specifically use the word “training,” because the mindset needed to weather the ups and downs of life are not natural. Our brains are wired for danger and spew forth an endless sea of worst-case scenarios. These peak performance skills need to be taught We learn them, either through the school of “hard knocks” – which can take a lifetime – or through parents, teachers, coaches and mentors.

What then, is the role of the company?  Business is business, and the bottom line is the barometer of success or failure.

Yet, the world is changing. The balance of power is shifting, and employees are demanding a more human approach to their work experience – which is in greater synergy to the more spiritual yearnings of mankind. They are asking their companies to honor higher moral values, such as a sense of purpose, respect for family life, racial and gender equality, awareness of individual differences and authenticity, to name a few. In other words, they are asking their organization to be “conscious.”

To be “conscious” means to be transparent, to allow oneself to be vulnerable, to accept responsibility for one’s own behavior and to be on the path of continuous personal and transformational growth. Where is your company on this moral compass?

Here are three ways you can begin to tackle this worthy challenge:

1. Make Your Own Personal Growth a Priority

Wherever you are in the hierarchy of leadership, ask yourself, “Where am I on my own path of personal growth?” Have I invested my efforts to be the best person I can be? Do I have a trusted advisor that helps me see my own blind spots? Every highly successful person I know has someone in their corner who helps them navigate those precarious situations that keep them up at night.

2. Listen to your employees.

Goal setting is a common measure of performance in companies. But when people don’t reach their goals, do you really know why they don’t? There are ways of increasing the level of meaningful communication between managers and employees that go way beyond the traditional semi-annual or annual reviews. Beaconforce, a startup here in San Francisco is one of those innovative companies that have a great solution to this problem.

3. Train Your Employees for the Olympics

As I mentioned above, a resilient mindset is critical for sustainable growth. It may sound like Utopia, but imagine you had an entire organization of individuals who had the mental fortitude to handle the daily pressures of work and life outside of work. Did you know that $1 billion is lost in productivity in the US alone due to stress-related absences? These stress management and peak performance skills, as I said, can be learned. Be that company who understands, appreciates, and puts into action, the concept that all change in your organization and the world, begins with each and every individual having a healthy and resilient mental mindset.

If you’d like to dive deeper to learn more about your own level of Peak Performance skills, go to http://masteryunderpressure.net or join our Facebook community at Mastery Under Pressure Community.

Or contact me directly for a 30-minute complimentary consult at tina@tinagreenbaum.com

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Best Practices Entrepreneurship Human Resources Management Marketing Skills

What’s in Your Blind Spot?

Part of what makes my job fun is that no two clients are trying to solve the same problem. But whether it’s about leading with confidence and authority, managing conflict, or public speaking, they do all share one fundamental challenge: a perception gap, or “blind spot.”

You see when it comes to skills of persuasion and influence, the way you come across to others can make or break your chances of getting to “yes.” The problem is that most people know how they want to come across to others, and they know how they think they come across, but they are also remarkably unaware of how they actually come across. That gap in their perception is their blind spot.

The irony is that they are present in the moment when they interact with others: they hear their own speech and would generally believe they have control over their body and facial expressions, but the way the scene appears to play out in their minds is often very different from other people’s experience. At one time or another, we all suffer from this perception gap.  So why does this happen, and how can you close the gap?

Let’s look at those three components again.

First, how do you want to come across? This connotes an intentionality, and requires some forethought prior to the conversation or presentation. Part of the problem is that most people plan for and attend meetings on auto-pilot, and fail to put any planning effort into this question. If you want people to recognize your confidence, or if you want them to see you as approachable even in times of crisis, it is critical to start with that goal in mind, and consciously monitor your participation to keep your message on track.

Second, how do you think you come across? As the meeting progresses, and/or after it’s over, take stock of how you feel at the time. For example, if midway through the meeting you can feel yourself getting agitated and defensive, remind yourself not to let your emotions get the best of you. Take a deep breath, and watch your tone of voice, body language, etc. At the end, try to reflect on what you said and how you felt at the time, and acknowledge when your speech style did or did not feel like it reflected the way you wanted to appear. Make a point to note any discrepancies to work on them for next time.

Finally, how do you actually come across? Once you’ve attempted to assess your own behavior, seek objective feedback from others. Ask them for overall impressions you made, and if they felt that you did or did not demonstrate the qualities you wanted to project. Regardless of the answer, follow up with asking why. If they say you seemed calm, nervous, moody, distracted, confident or otherwise, ask them to point out any specific behaviors that led to that impression. Maybe you didn’t realize that you kept crossing and uncrossing your arms which appeared standoffish, or only seemed to speak with people at the front of the room and ignored those in the back. Or maybe you spoke with far less intonation variation than you thought, so while you wanted to sound engaged and engaging, people actually found you to be disengaged and appear a bit indifferent. Just remember to assure them that you will openly and graciously accept their feedback, no matter what they share, and that it won’t come back to haunt them if it’s not what you had hoped to hear.

Want to test yourself? Try recording yourself in a one-minute video as you imagine yourself speaking to your upcoming audience, whoever they may be. Go through these steps, planning how you want to come across, practicing mindfulness as you speak, and then watching the video to see where there is a gap between your planning and execution. Once you’ve identified your own blind spots, then you can take meaningful steps to close the perception gap and ensure that your message lands as intended, and you are able to influence the conversation as desired to get the desired outcome.

********

Are you aware of your own blind spots, but don’t know how to fix them? Or are you unsure of where they might be but recognize that you need to identify and fix them? If so, contact me at laura@vocalimpactproductions.com or click here to schedule a 20-minute focus call to discuss it with me personally!

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Best Practices Entrepreneurship Health and Wellness Human Resources Management Marketing Skills Women In Business

Are We Being Negative?

Negativity. It is emotionally draining. We are bombarded with negative messages all day long. I was on LinkedIn, Instagram and Facebook over the weekend and I had to log out after only a few minutes on each platform.

There were so many quotes that start with “don’t”. So many opinions about things that quite frankly, are immaterial, or opinions about things that really did not happen.

We have become so accustomed to just putting it out there, everywhere. Sometimes we need to ask ourselves, “are we being negative?”

  • Instead of being sarcastic be kind.
  • Instead of being rude be respectful.
  • Instead of lying be honest or silent.
  • Instead of self-righteous be understanding.
  • Instead of judgmental be forgiving.
  • Instead of fearful be hopeful.

Emotions are contagious. How we think and feel affects those around us. Be positive. The power of positive thinking is amazing!

Think of best-case scenarios and work towards those goals.  Greet people with a smile and say “hello!” Let someone else have that parking spot. Take a deep breath and practice patience. Share a laugh. Say, “sorry”. Ask for help. Do your best.

Have a wonderful day!

Michelle Nasser, Executive Coach, Motivational Speaker, Author

Teaching you how to make the best decisions for your organization.

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Entrepreneurship Human Resources Management Marketing Negotiations Women In Business

What’s Behind the Curtain?

“In life, sometimes it appears that we’re controlled by invisible forces. Understand those forces and you’ll have greater control of your life.” -Greg Williams, The Master Negotiator & Body Language Expert

What’s behind the curtain of your life? Are you aware of what motivates your actions and why you interact with others in the manner you do? I ask because, the more we know what moves us, the more we’ll know about where and when to move. That insight becomes our source of motivation and our sense of inspiration; it will become the driving force that drives us to become more of a force than we are.

As you engage in your daily activities, take note of why you do some of the things you do; note especially those activities that are misaligned with what you should be doing. If something is pulling you off-track, you should be mentally aware of why it’s doing so. Not until you’re mentally aware of it, can it be altered. You should also know, we are driven by our subliminal thoughts; they override our conscious thoughts. That means, when you’re unsure as to why you engage in something, it’s your subconscious mind that’s driving you.

Going forward, acknowledge and be grateful for what you have, and really appreciate it. Reflect on what you value and how it came to be; the spillover benefit will come in the form of the endorphins that’ll occur. They’ll make you feel happier about life, improve your psyche, and motivate you to achieve more in your life.  That, in turn, will lead to even greater happiness and success … and everything will be right with the world.

What does this have to do with negotiations?

Sometimes, we don’t appreciate what we’ve achieved in a negotiation. Nor do we appreciate the skills that we’ve accumulated that has allowed us to obtain the gains we’ve made. If you understand what’s behind your thought process (i.e. it’s makeup), you’ll be in greater touch with the feelings you have. That, in turn, should allow you to focus on what you’ve achieved in the negotiation and what’s important about those achievements. If you don’t want to lose them, protect them. That may mean exiting the negotiation at that time.

You may have a myriad of negotiation tactics and strategies that you employ at the precise moment that such is required. Remember where that knowledge came from. Recalling the sources of your thoughts will allow you to return to those sources for the purpose of refreshment and enhancement. That’s why it’s important to understand what’s behind the curtain of your life, of your mind. Those sources are direct links to what you’ve become, and from which your negotiation skills have grown.

Remember, you’re always negotiating.

What are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com

To receive Greg’s free 5-minute video on reading body language or to sign up for the “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here http://www.themasternegotiator.com/greg-williams/

#HowToNegotiateBetter #CSuite #TheMasterNegotiator #ControlEmotions #Psychology #Perception #rejection #leadership #HowToImproveyourself

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Leadership Marketing Personal Development

Startup Brand Builders Must Not Underestimate the Retail Sales Process

Too many brands make the mistake of over-simplifying the sales process. We’ve seen some brands state in their sales section, “Will sell at retail.” Yeah, sure—good luck!

Our society constantly misjudges the sales process. This “shopper’s” perception has no place in any business plan. What kills most brands is the lack of adequate sales, so how could anybody expect to build a consumer packaged goods (CPG) brand without respecting the sales process?

It’s easy to see how this simplified view of sales begins. As you shop, you stroll down the aisle of your hardware, drug, or grocery store, looking at the branded CPGs stacked up, lined up, and replenished. This looks easy—an automatic, programmed system. You can get your product there with no trouble, and be front and center! Right?

Many startup companies emphasize administration, raising capital, and production. Wrong! Their focus should be on sales—because that’s everyone’s Achilles’ heel. A sales strategy cannot be separated from a brand-building strategy. In the CPG arena, true brand-building success is in sales, especially in the critical first stages.

Many CPG brand builders successfully secure financing, and it boggles our minds! Their investors should be concerned about precisely where and how their money will return to them. After all, it’s from the customer! But, this route is complex and convoluted in most cases. It is reliant on the brand-builder’s success in accessing the market, and carefully implementing a sustainability strategy.

Having been through it all, we are astonished that this piece of any business plan can be summed up with, “Will sell at retail.” It’s like the advocates and their backers think this product is so incredible, so revolutionary, and at such a value that retailers will blindly purchase it, promote it, and keep it stocked. Sure, maybe one day—once it’s a household name, has immediate recognition, and represents a large percentage of the retailer’s profit. But until then, no way! Not for starters. You’ll have to earn your spot on that shelf.

Maybe you’ll catch a lucky break and get your product into Target or Walmart. But without continued sales, your product will be discontinued. This will stain your brand as you expand. Buyers will ask, “Wasn’t your product kicked out of Target?”

We always look for the sales plan first when looking at a business plan for a CPG brand. Is it sustainable? Affordable? Practical? Still, we are stunned by the lack of specifics and the naïve overgeneralizations.

We think a good CPG sales plan should include how the market will be accessed and why, how expansion will be supported by cash flow (not just relying on outside funding), and how preliminary sales will be serviced. We want to see a comprehensive breakdown of the cost of sales. This can only happen once you understand and respect the distribution channel, and what everyone in that channel wants in order to advance your brand. How will the brand be built at each level? Neglect at any point can ruin your brand.

Sure, your new product is amazing. Sure, it’s in demand. Sure, it’s revolutionary. But is it for sale? And is it constantly on the shelf?

For more, read on: http://csnetworkadvis.staging.wpengine.com/advisor/michael-houlihan-and-bonnie-harvey/