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Category: Management

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The Value of Reading Body Language to Gain Influence in Negotiations

“The value of reading body language is like possessing the keys of influence to unlock someone’s mind, by gaining unguarded access to their hidden thoughts.” –Greg Williams, The Master Negotiator & Body Language Expert

www.TheMasterNegotiator.com

You can gain the value of influence in negotiations by reading body language accurately.

Momma told me not to run. Don’t move too quickly! You might miss something right in front of you. No, that’s not an oxymoron. Such were the wise words then and now related to the value of reading body language to gain insight and influence in negotiations.

Take the following insight I gained from my mother on just that topic.

I recall a time when I was 17; I’d saved my money to buy an advertised car I saw at a dealership. My mother and I went to the dealership only to find out that the car had just been sold. The salesperson said ‘not to worry’, as he showed us another car; it cost slightly more than the original car that was advertised.

My mother attempted to get a lower price for the car, but the salesperson only budged a little and wouldn’t go any lower after that. He said that was his best price. After sparring in several negotiation sessions after that, my mother got up to leave; I was dejected, dispirited, and disappointed at not getting a car, and it showed on my face. The salesperson looked at my face and said to my mother, “You don’t want to disappoint your son, do you?” To which my mother replied, “You’d be the one disappointing him. He came here on good faith to buy the car you advertised. Now, you’re telling us the car was just sold (defiant look of disbelief). How does that sound to you? Would you want someone to do that to your son or daughter?” The salesperson replied, with a fallen-face, “You can have the car at the same price as the one advertised.”

Is was at that moment that I observed the effect that body language could have on a negotiation, along with how to utilize a negotiation strategy based on the body language being discussed. With one-fell-swoop, my mother turned the body language strategy the salesperson attempted to use on us (i.e. my sadness/disappointment) against him and into one of reflection. She did so by invoking fairness when she asked the salesperson if he’d like that dejected feeling I was displaying thrust upon one of his kids. She went deeper into his emotional psyche when she implied, with added emphasis via her body language, the disbelief she possessed that the advertised car had just been sold. Note that she didn’t confront him by saying so, she let her body language speak for her.

From the time two people shake hands at the start of a negotiation, they’re negotiating. Actually, they started negotiating before they reached the formal negotiation via any communications they’ve had. That occurs even if it was in the form of one person gathering information about the other and developing strategies based on what was gleaned.

If you wish to gain influence in your negotiations, learn to read body language more accurately. You see and sense the appropriate times to employ negotiation strategies, based on the body language signals you see. Once you add reading body language to your negotiation rapport, you’ll become a more dynamic negotiator … and everything will be right with the world.

Remember, you’re always negotiating!

 

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Best Practices Growth Management Personal Development Technology

Cybersecurity Strategy- Do You Have One?

Do you have a security strategy? I don’t mean locks and guards, I am asking if you have a cyber security strategy. Until recently there has been no shortage of frameworks for best cybersecurity practice and more regulations than most organizations know what to do with. But even with all of that, there have been minimal requirements to have a security program and even less enforcement on the issue.

That is, until now. The New York Department of Financial Services (DFS) has established their Cyber Security Requirements for Financial Companies (23 NYCRR 500 ). The new DFS regulation holds an institution’s senior leadership accountable by requiring an annual compliance certificate signed by a senior officer or board member. This is the first state legislation of its kind and I am sure with all the breaches we continue to see that it will not be the last, whether or not you live in New York.

One of the big differentiators in 23 NYCRR is the requirement for covered entities to develop a Cybersecurity Program. Other regulations require risk assessments and information security policies, but I am not familiar with any that have specifically require a cybersecurity program.

You can think of your cybersecurity program as your security strategy, which is important for the same reasons a business plan, a map, or an architectural blueprint is important. Without any of these you don’t know where you are going or how you are going to get there.

I’m here to let you in on a little secret. It’s not that a security strategy is difficult to create, it’s just that you, the organizational executive has never had to create one before. Everyone you talk to about cyber keeps throwing acronyms and technical terms around that you don’t understand and that has kept you largely at arms length from this topic. Because I don’t think you should be responsible for becoming a security expert I want to break down the mystery of a security strategy so that you can see it is doable and necessary.

Policies and Procedures

It all starts with policies and procedures. You already have these for so many areas of your business, it’s a matter of adding those applicable to security and then training your employees and continuing to make them aware. ComputerWeekly reported that a recent survey conducted at Black Hat Security Conference in Las Vegas revealed that 84% of respondents whose company has suffered a cyber attack attribute it, at least in part, to human error. Policies and procedures could have helped stop a large number of those. Sometimes people just don’t know what to do and with a lack of guidance will do what they think is best.

Risk Assessment

You have to know what your risks are to know what to protect and how to protect it and you do this through a risk assessment. This is required in every best practice framework and regulation I have ever seen.

A risk assessment asks a lot of questions to identify risks, severity, and likelihood. Questions like: What sensitive data do we have, How is the data transmitted and stored? What systems are used to host the data,? How are those systems accessible inside and outside your network? Do those systems have all critical security patches applied? Who are your third parties that access your data? How well are you employees and vendors trained? Who are your adversaries?

Most of this can be assessed through interviews with the people who interact with the data or manage your systems and through automated tools like vulnerability scanners. There is also a professional service called penetration testing where ethical hackers mimic what malicious hackers would do so that you truly understand your security posture and risks from the outside and inside of your network.

Risk Management

Prioritize prioritize prioritize, this will become your new mantra. Once you have completed your risk assessment you will be left with a list of low, medium, high, and critical items to remediate and manage. That can be overwhelming and you can’t fix it all at once so don’t try; the answer is the same whether you are trying to remediate your vulnerabilities or eat an elephant – one bite at a time. It’s a matter of understanding what the highest risks are, the easiest to fix first and those that are less important or more long term to solve for. This is where your security team and security executive is there to help. If you don’t have this team or person in place to run security then you bring in a third party to help with remediation and retesting.

Food for thought – The same ComputerWorld article said “Nearly 55% of more than 130 attendees of the 2017 Black Hat security conference in Las Vegas admitted their organizations had been hit by cyber attacks.” The reason I say that is very common to hear “it won’t happen to me.” Risk management is how you help ensure that it won’t happen to you.

Continuous Monitoring

Continuous monitoring, regular control testing, and at least annual risk assessments is how you keep this going. It is not a one and done project. This becomes an operational part of your business just like keeping the lights on. Whether it’s your internal team or third party consultants that help you achieve this, it must become part of your daily culture of security.

This includes implementing and maintaining technologies that can prevent a cybersecurity event and the processes and technologies for detecting cybersecurity events, responding to events and mitigating risks, and recovery from events.

If you are still wondering “how will I accomplish all this?”, don’t worry I understand that is a real question and concern. In my next article in this series I will discuss resources with you and the how you will do this. I want to make this as simple as possible because your organization, people, and customers need to be protected from malicious individuals and from costly errors. Please note I said simple, not easy; with the right people creating the strategy is simple, but it will take time and resources along with a culture of security to make it happen.

***

If you don’t want to wait for the next article email sharon@c-suiteresults.com to start discussing the resource or strategy questions you have now. Sharon provides virtual Chief Information Security Officer (vCISO) services, consults with clients on security strategies, writes policies, and helps organizations of all sizes become and maintain secure and compliant.

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Best Practices Entrepreneurship Management Personal Development Women In Business

Avoiding "Death by PowerPoint"

Avoiding “Death By PowerPoint” in 3 Easy Steps   

“Death by PowerPoint…” This expression is so common that it has practically become a household phrase. PowerPoint… “the deck…” slides… no matter what you call it (or what software you actually use), you probably have a love-hate relationship with it. You understand its importance, but typically, slides are unpleasant to look at, dense and confusing, and distract the audience from whatever the speaker is saying.

But the bigger problem is that, arguably, “death by PowerPoint” is actually a two-part crime; a “murder-suicide,” so to speak. Because in the process, you are boring the audience to death, and killing your own success and reputation at the same time.

So short of abandoning visuals altogether, what’s the solution?

Here are three quick and easy suggestions for how to use slides as an enhancement tool rather than a crutch, to maximize audience engagement, and enhance your reputation as a great public speaker.

  1. Follow the “5×5 Rule”

The point of this rule is to limit the amount of information on any given slide: maximum 5 bullets per slide, with a maximum of 5 words per bullet. This gives you about 25 words per slide, but the 5×5 parameters are an average. You could just as easily have three bullets with eight words, or six bullets averaging 4 words apiece.

This forces you to include nothing but the most critical keywords in your text. So instead of seeing this:

  • As of January 1, 2018, all new vendors will be required to submit appropriate vendor pre-qualification forms before payment processing can begin

your audience would only see this:

  • 1/1/18 – Vendor pre-qualification forms required.

Your original bullet with all of its explanation is what you can use as your talking points. The audience gets the gist from what they briefly scan, then they turn to you for additional information, making you “the expert” rather than just “the soundtrack.”

  1. Sometimes MORE slides ARE better

There’s a commonly-held belief that it’s best to limit the number of slides in your deck. If your slides all look like a page out of the New York Times, then yes, please have the minimal courtesy of having as few of these as possible. But that’s setting the bar really low.

Instead, think of it this way: Rather than have one slide with five bullets on it, requiring you to spend 10 minutes on that single slide, consider giving each point its own slide. Address the single point on each slide using the same minute or two you otherwise would have, and then click to the next slide, and the next.

Doing it this way has two key benefits: First, the frequent slide changes add visual interest and help to maintain people’s attention. Second, the audience is only focusing on the exact point you’re discussing; nothing more, nothing less. That helps them focus their attention and process your message more easily, while also significantly increasing your opportunity to connect with them.

  1. Use a “visual bullseye” 

Sometimes you have to show something that is visually complicated like a spreadsheet, decision tree or process diagram. In these situations try highlighting whatever component you are talking about, letting a yellow arrow pop up and point to it, or a red circle surround it. This draws people’s attention directly to it like a bullseye, and temporarily ignore everything else that surrounds it. Then the arrow or circle can move around the slide with you as you address different components.

Remember that your core job as presenter is to make it as easy as possible for the audience to just “get it.” These simple tips are an easy way to ensure that the audience gets the fullest value from the experience.

********

Do you have other questions or feedback about how to present with maximum impact? 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 Growth Management Personal Development Technology

Culture of Security

After a decade as an information security (a.k.a. cybersecurity) consultant, I had seen too many people who were just hanging in there or counting down the days till Friday. I started to take a great interest in company culture and employee engagement and I wanted to figure out how to solve this problem, especially as it related to the security professional.

Just like company culture and employee engagement can make or break an organization, as in, are employees happy to come to work and engaged or are looking for their next opportunity, the culture of security or lack thereof can make or break an organization in terms of whether they stay in business or lose everything to a hacker, security breach, or internal error.

One unpatched desktop or one phishing email is all it takes for the hacker to get started in successfully breaching an organization. How easy or difficult this is has to do with the culture of security. The intent of this article is not a scare tactic, it is purely a reminder or maybe a new way to think about the importance of having a culture of security.

There is an old Chinese proverb that I believe really says a lot about culture (of any kind), “the fish rots from the head.” If the top leaders in an organization are not serious about security or do not understand its importance, how can anyone else in the organization take it seriously?

Here are three questions you can start with to determine whether you have a culture of security, if you can answer yes you have started the process towards creating a culture of security and if you say no, well then you know where to start if you want to create this culture.

  1. Have you set and regularly communicate clear expectations that security is a priority and non-negotiable?
  2. Do you expect your executives to stop projects, even the important ones, if security is not implemented?
  3. Do your employees at all levels, know what to do in different scenarios, such as how to recognize a possible breach, attack, or error and how to report it?

I have seen projects implemented without security because the project was a high priority initiative from the C-Suite or the board. I’ve seen the business side win over the security side again and again where the security side had to compromise because the business was not going to budge. The fact that I’m even putting these two groups on sides shows that in many organizations there is no culture of security, because if there were, they would be working together to ensure that the business had what it needed while at the same time doing it in a way that is secure.

Part of a culture of security is having the best team possible, showing the organization that this is important by bringing in the best and not understaffing the department. It is also having a Chief Information Security Officer (CISO) or Chief Security Officer (CSO) that reports to the CEO and not to the Chief Information Officer (CIO).  Too many organizations still have the CISO reporting to the CIO, and if the CISO does not have the same importance as the CIO, what message is that sending? Plus, if the CIO does not like what the CISO is saying because it could negatively impact a project, how easy is it to stop the security concern from going further up the chain of command?

The culture also includes a way to report security incidents or suspicions without repercussion. If someone thinks there is an insider threat, they need to have a way to communicate that for follow-up. If someone clicked on the wrong link and thinks they are the victim of a Phishing attack they need to be able to report that without fear of reprisal.

Does the CISO have the team he or she needs to offensively and defensively protect the network? How about the team outside of security; are the developers trained in secure coding and do project managers have enough information to know when to get help from security and who to talk to? Are there enough resources for the security team to do their job properly? This is an ever changing landscape and the hackers have unlimited resources while organizations do not. However, there has to be some budget for the security team to stay sharp and up on the latest trends.

Hiring great security people is a challenge because there are more security positions than qualified people right now and it is a field filled with adversity. Security professionals only get recognized when there is a problem; and that recognition is not positive. When the Security team does its job well, which means there has been no security violation or breach no one notices, it seems like “business as usual”  to everyone else. As a result, Security professionals often don’t get any praise or recognition for what they are doing well and only get the spotlight when something has gone wrong.

That is not a great frame of mind for most people to work in, and after time, after putting out fires, racing against the clock, and doing everything to protect the network, there is no recognition. Security professionals are getting burned out and they are ready to move on when they do not feel that there is a strong culture of security. That combined with the current gap in qualified professionals and number of positions available makes it even harder to maintain security for organizations.

Culture, any type of culture, starts at the top. If you are responsible at any level for the success of your organization and have not given the culture of security much thought before that’s OK, it’s not too late. And if you need help or want to discuss your specific situation or you are looking for additional resources email sharon@c-suiteresults.com.

 

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Growth Human Resources Management Personal Development

Effective Leaders Use Systems Thinking Not "Blame Thinking"

“I do not judge success based on championships; rather,

I judge it on how close we came to realizing our potential.”

– John Wooden

I strongly believe that leaders who want to bring out the genius of every employee and who want to optimize results (especially through customer experience and employee engagement) must be systems thinkers.[1]

Bill Walsh, the renowned National Football League coach, had an unusual belief about quarterbacks: “They are only as good as the system they played in.”

In 1970-71 while an offensive coordinator for the Cincinnati Bengals, Walsh developed a passing game that enabled Virgil Carter, a below-average quarterback who up to that point had never even completed half of his passes. That system propelled Carter, the weaker quarterback, to lead the league in completion percentage at 62.2%; the system also increased his yards per completion by 24% (going from 5.9 to 7.3).

In 1979, Walsh joined the San Francisco 49ers as head coach. He used the same system he had employed in Cincinnati to propel another quarterback, Steve Deberg (who by most statistical measures was one of the NFL’s worst) from a 45.4% completion rate to an astonishing 60%. That year, Deberg ended up throwing more completions than any other quarterback in NFL history up to that point.

In the two years that followed Walsh found Joe Montana who is now known, in many circles, as the “best” quarterback in NFL history. I prefer to think that all three quarterbacks took advantage of the best system in NFL history – a system that challenged them, successfully, to reach their full potential as John Wooden suggested.

How did Walsh do it? He didn’t try to change the quarterback. Instead, he changed the system within which the quarterbacks played.

Effective leaders must understand why and how to manage their systems.  It’s about managing the system rather than trying to manage the people. The central tenet here is that “An employee is only as good as system he or she works in.” This core belief flies in the face of the typical belief held by the typical organizational culture, which, whether it is stated explicitly or not, usually holds that the performance of an individual can be measured and improved separately from the system within which he or she works. This is false.  Leaders who act with this false belief will continue to create unintended consequences which will hold back the potential of both the individuals and the entire system.  Leaders who assign blame will create fear and damage innovation. Leaders who focus on optimizing the system will bring out the genius of every employee and results beyond their expectations.

I love Dunkin Donuts Coffee. Nearly every morning I will pick up a large cup just before a client meeting and bring it into the meeting with me. I always order a large and I don’t like sugar. For years, I ordered my coffee using this process: “May I have a large, cream, no sugar.”

About 10 % of the time I would get sugar in my coffee. Since I can’t drink coffee with sugar I would have to either toss it out and be out $2.25 (and be cranky) or go back and order another. The Dunkin Donuts were always friendly about replacing the coffee; it was just a hassle to go back and replace it.

One day I ordered a coffee, got in my car. and headed to my appointment. I tasted the coffee; sure enough, it had sugar. I got angry. I decided to go back and complain loudly (at the clerk) about how they don’t seem to hire people who don’t know how to listen.

By the time I got to the store, the implications of an emotional confrontation with the store manager and the clerk gave me pause.  Perhaps my own process was not working. Why was I mentioning sugar at all if I didn’t want any sugar?

I decided at that moment to change my process. I began asking for a “Large — just cream.” In the four years that followed my new process, I have not gotten sugar in my coffee a single time. Not once!

As it turns out, our brains have a difficult time hearing a negative. If you ask someone to stop thinking about pink rabbits, they will think about pink rabbits. If you ask for no sugar, they will hear the word “sugar”.

It was the mention of sugar (the process) that caused the problem. The Dunkin Donuts worker was not the root cause. My system was the root cause. Once I changed the process the problem disappeared.  It made no sense to blame the clerk.  That was my first reaction.  That is how we have been taught to think about performance improvement.

Leaders are responsible for the system within which the employees work.  If the system is flawed it will create a high probability of dysfunction and it is the leader who has set up the system.  I was the leader of my coffee ordering process and it was my order process that caused the dysfunction of the Dunkin Donuts clerk.  Once my process was changed, the clerks I encountered performed perfectly every time.  How can one explain the perfect performance of multiple clerks at multiple stores if it is not the performance of the system?

A leader who appreciates systems will be able to recognize the real root causes of events and will spend most of their time improving the system and enrolling the employees to help improve the processes within the system.

The typical performance management process attempts to improve the individuals through feedback.  Furthermore, today organizations are requesting even more frequent feedback from managers to employees.  Is that frequent feedback about individual performance or is it about how employees can improve their processes and their interactions?  Are we systems thinkers or are we blame assigners?  To be optimally effective we must become system thinkers.

[1] Systems Thinking: Is a discipline of using data to identify patterns, processes, and structures that cause events. It’s a way of thinking and acting to obtain knowledge to make changes in process and structure to improve the interactions between the parts of a system and instead of making improvements to the parts of the system.  Excerpts taken from The Art of Leading: 3 Principles for Predictable Performance Improvement by Wally Hauck, PhD, CSP

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Growth Management Operations Skills Women In Business

Does Everyone Want a Piece of You?

Does Everyone Want a Piece of You?

Whose agenda runs your life? Yours or someone else’s? At the end of the day, do you feel you accomplished what you wanted to or is it another one of “those days”?

In the fast pace world we now live in, there are so many distractions.  Our inboxes fill up with unwanted messages and too many of the ones we do want as well. Think of how much time the dreaded “reply-to-all’ alone takes. We react to the crises that others create and are often more reactive than proactive.

The one thing we can never recapture is time. There are 28,500 days in the average person’s life if we live to 75 years old.  How many of those days do you have left? If I am depressing you then do something about it – it’s not too late.

Ask yourself what you want to do, see, or experience in your life so that at the end you will say that your life is a success. Not how other people define success, but how you do. That’s what The Big Five for Life philosophy is all about.

Ever since I learned about the Big Five for Life™, I realized that I must make time for those things that really matter to me. There is nothing more important, for example, than family and enduring relationships. If I don’t write another book summary or spend another hour at my desk it won’t matter to anyone at the end of the day so I now give myself a break.

When you are very clear about what matters, make time for those things that you want to do see or experience. Make a list at the end of every day about what you want to accomplish and if those things aren’t in alignment with your purpose or that of your organization – then don’t cheat yourself out of doing what does matter.

The best advice I can give you is live every day with purpose. Stick to your own agenda and don’t get sucked into that of others. When someone asks you to do something that is going to distract you from your purpose just let them know it’s not in your “time budget.”

 

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Best Practices Growth Management Personal Development

Preparing for the Unpredictable

Preparing for the Unpredictable: Tips on Crisis Management

Crisis management, in simple terms, refers to how an organization deals with disruptive, unexpected events that could potentially have a significant negative impact on the organization, its stakeholders, and the public.

No organization – start-up enterprises or long-time market leaders (think Toys “R” Us) – is immune to experiencing a crisis. With proper advance planning (because, after all, crises are usually unexpected), strong leaders are prepared to deal with the unanticipated.

There are usually three common elements to a crisis: the threat to the organization, its stakeholders and the public; the element of surprise; and the need to make decisions and take action quickly.

Successful crisis management can be implemented quickly and efficiently in three steps:

  • Risk Assessment
  • Course of Action Planning
  • Contingency Planning

The risk assessment phase begins with an analysis and prioritization of the risks that the crisis has created. The challenge here is to identify as many possible emerging risks without being overwhelmed by their potential.

Leadership needs to analyze and prioritize these risks so they can be addressed immediately or dealt with at a later date. It’s critical that leaders determine the likelihood of the risks occurring and their potential damage. With this information, leaders can prioritize risks and build them into their planning.

Next, a course of action analysis (COA) should be conducted. A COA determines what can be done to best mitigate current and minimize future risks. While it can be helpful to run “simulations” that analyze hypothetical scenarios (e.g., if ‘A’ happens, we’ll do ‘B’. If ‘C’ happens, we’ll do ‘D’), most leaders of start-ups don’t have the resources in-house to do that. Therefore the COA is often the product of staff brainstorming and discussions – which is invaluable!

The COA provides an assessment of the risks and articulates a preliminary plan for dealing with them.

The COA effort is very time intensive and must be quickly formulated. It is usually limited to two proposed courses of action and details what the most likely results will be, and what presents the greatest potential threats to the proposed courses of action.

Next, leaders must address contingency planning. It is essential to consider long and hard contingency responses should even the soundest, well-considered plan of action fail. Imagining and anticipating worst case scenarios – however unlikely they may seem – is a vital component to effective crisis management.

By rapidly accomplishing these three stages of response, the organization’s teams can be informed and engaged in the crisis management activities. This might include new training for staff as well as increased internal communication efforts.

When it comes to crisis management, there aren’t any hard and fast, silver bullet solutions. Every situation is different. What every   crisis does have in common is the leader’s need to use every resource available to quickly gather knowledge to effectively address the situation.

Leaders – whether in crisis or not – must always be learning about the organization’s operating environment and its people, which greatly helps identify potential challenges or threats. This continuous learning approach leads to greater agility and capabilities in reacting to a crisis.

Ultimately, the actions of leaders shine through in resolving any crises and mitigating the damage. A well-prepared and knowledgeable leader should have the tools available to manage a crisis rather than allowing it to spiral out of control.

Ed Brzychcy is former U.S. Army Infantry Staff-Sergeant with service across 3 combat deployments to Iraq. After his time in the military, he received his MBA from Babson College and now coaches organizational leadership and growth through his consultancy, Blue Cord Management.

 

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Best Practices Growth Management Personal Development

Don’t Judge A Book By It’s Cover

There’s an old proverb that says, “Outward appearances are not a reliable indication of true character.” In other words, you can’t – and shouldn’t – judge a book by its cover.

One of my favorite examples of this is from the movie Pretty Woman starring Julia Roberts and Richard Gere. This classic movie from back in the 1990’s was about a wealthy man, Edward Lewis, on a business trip in Beverly Hills who falls in love with a prostitute, Vivian Ward. Edward wants Vivian to attend some of his business functions throughout the week, so he gives her some money (as in thousands of dollars) to buy some conservative, less revealing, clothes. In her “working clothes” Vivian walks into an upscale store where the employees won’t sell her anything and asks her to leave. Dejected, she returns to the hotel. The next day, the hotel manager takes her to a different store and gets her outfitted in some beautiful clothes. As she is walking back to the hotel, dressed in one of her new outfits and carrying several bags with different Beverly Hills store logos on them, she stops back into the store that asked her to leave. She asked the salesperson if she remembers her from yesterday. She reminds her, and then comes the famous line from the movie: “Big mistake. Big. Huge! I have to go shopping now.”

I experienced something similar years ago when I was looking to buy a new car. I was just 22 years old and driving an older car that had 170,000 miles on it. I’m not exaggerating! I walked into the dealership and none of the sales people would talk to me. I knew it was the car. They saw me drive up in an old car and decided I didn’t have the money to buy a new car.

The next day I went back, but this time in my father’s car, which was quite nice. This time I was approached by numerous salespeople. I had no trouble finding a sales person who wanted to sell me a car. I shared the story with the manager of the dealership, who was quite embarrassed. As a way of apologizing, he sold me a car at a fantastic price.

In business, it can be economically dangerous to make a snap judgement based on someone’s looks, what they are wearing, the car they drive and more. The founder of Walmart, Sam Walton, used to drive a pick-up truck. He didn’t look like a man who was worth billions of dollars. How many times did he “fool” people with his unassuming looks. It wasn’t intentional. It was just who he was.

Unless they prove otherwise, customers should be treated like… customers. Don’t make the mistake of judging a book by its cover. As Vivian Ward said in Pretty Woman, “Big mistake. Big. Huge!”

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information contact or www.hyken.com. For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken

 

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Management Marketing Skills

Business Builder – A Tool to Help You Acquire More Customers

The business builder is a chance to find out a simple strategy or technique to acquire more customers, get customers to spend with you more often or get them to spend more money when they shop.

This is about creating opportunity from what otherwise would be wastage. We’ve all had opportunities where we’ve met with customers, we’ve introduced what we’d like them to buy from us and it’s been too rich for them at that period of time–too big a decision. They were interested, but couldn’t say yes at that moment in time. Typically in those scenarios, we leave with our tails between our legs and we put it away for another day to revisit in the future. You’ve all heard about how effective it can be to upsell, to add to people’s purchases, to add stuff on top, to increase the average transaction value. But what I’m talking about here is the power of a down sell, the opportunity to acquire a customer when otherwise they would have said “no”.

Let me give you an example of an incredibly effective down sell that happened with a client of mine around 12 months ago. The client in question runs a relatively new start up accountancy practice looking to acquire new customers. The key service she was looking to introduce was a high-level accountancy, non-exec financial director position, a fair sum of money, a fair size investment. She’d meet lots of people who were interested in the proposition, they would show a level of interest, maybe ask for some details to be sent or written down, and then she’d typically get a response of “I’m going to need some time to think about it.” This happens in all of our businesses.

What’s the simple thing that could’ve been introduced as a product or service to get them on board as a customer right now so we could build their value over a period of time? What she chose to introduce was some fabulous online accounting software. In fact, it’s the same accounting software that we now use ourselves, and she’d introduced it to these clients for a low monthly fee for an initial start-up, and they took this product on board because it was a no-brainer.

Introducing your down sell is what I call your “Columbo Moment”. Columbo was famous for saying “Oh, just one more thing.” That was his chance to get his real golden piece of information.

You’re going to introduce your down sell almost as you’re heading out the door, as if it’s a no-brainer, so that you get more customers from your activity that you can then revisit to grow into the size and scale of customer that you would like. But a customer at a low value is far better than no customer at all.

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Growth Management Operations Skills

Why Share Your Vision?

Those with a tightly focused cause and Purpose for Existence (PFE) have a vision.  They don’t seek to cram it down anyone’s throat.  Instead, their passion and enthusiasm attracts others.  It soon becomes a common vision shared among many.

A good example is Tony Hsieh (pronounced, Shay).  Hsieh was already a wealthy man (having sold his startup, LinkExchange, to Microsoft for $265 million).  Nick Swinmurn asked him to invest in his online shoe store, ShoeSite.com.  Hsieh and his Venture Frogs partner, Alfred Lin, put up $500,000.  They changed the company’s name to a snappier, Zappos.com (a variation on zapatos in Spanish, meaning shoes).  They had just three very simple goals.  One was to bring great customer service—they just happened to sell shoes at an affordable price.  Another was to hit $1 billion in sales by 2010.  The third was to become one of the best places to work in the country.

Hsieh built Zappos completely around customer service, which started with happy, committed employees—that was his purpose.  This purpose required complete control over the customer experience.  They made the stomach-churning decision to stop drop-shipping product, costing them 25 percent of their 2003 sales.  They did it because drop shipments removed their control of the customer experience.  Since their purpose was to provide a great customer experience, this decision was one that they felt compelled to make.

By 2008 Zappos hit Hsieh’s second goal, $1 billion in sales.  The next year, Hsieh hit his third goal, entering Fortune’s list of “Top 100 Companies to Work For”, by debuting all the way up at number 23.  Amazon purchased Zappos in 2009 for $1.2 billion.

The story of Tony Hsieh is rare, but not necessarily unique among ultra-successful, employee/customer-oriented companies.  Facebook is reputed to have such a corporate culture.  The reason these enterprises treat their people and customers so well is because it is a key part of their purpose. How are you communicating your vision and PFE as a leader?