PublishersReps

Even Kids Get It

2011-02-19T06:33:00.000-08:00

Nearly 20 years old, Balaram Stack is not just a surfing phenom out of New York (which is a story in itself), but he also gets it.

When asked about blogs, Balaram says "Way too played out. If it's not funny or Dane surfing, who cares?"

If you're reading my blog you've either happened upon it or you came here to learn about me. And that's intentional. I'm not trying to build an audience or gain followers but instead, I write to let publishers (and some peers) know how I think so they can make a decision about contacting me for potential projects. In fact, my blog acts as much as a filter for me as it does a business card for them (if you don't like the way I think, it's unlikely I'll like working with you).

But if you're writing to build a brand, cultivate relationships with a community, or any of the myriad other reasons everyone is writing, be sure you listen to Balaram. If it doesn't contribute - if it's not funny, innovative, value-laden (from the readers' perspective) - it's not likely to gain much traction. And then it's just more words littering the internet.

PS Take a moment to learn more about Balaram Stack. You'll be glad you did.

Innovate or Die

2011-02-09T05:34:00.000-08:00

In his weekly address on January 29, 2011, the President reiterated that “America will win the future by out-innovating, out educating and out building our competitors.” The challenged faced by America - and American business - is not just to innovate, educate and build/construct, but to shift our mindset from being better than our competitors to becoming effective mentors; allowing our innovation to fuel growth in other nations (and businesses) so they can become better competitors.

I think this shift serves Americans (and American business) well for a few reasons but primarily because the competition will force us to be smarter and because our help will work to reduce the negative press we as a people get around the world.

If the opposite of growth is contraction, the alternative to innovating for others is obvious. And who doesn't benefit from the challenge of thinking of others?

Reduce the Resistance

2011-02-04T14:09:00.000-08:00

I saw this sign on a stack of wood located in front of our local Food Lion. I rarely buy wood and don't even know what questions I should ask to ensure I'm getting a "great price" but I do know this: it's conveniently located and I've 'heard' its priced appropriately (the sign proves it).

The store manager did something smart here. With no competitive threat in sight, he simply told me I can have this wood without being embarrassed. In fact, as an ignorant buyer of wood, I worked to convince myself this was a good deal; yielding almost no resistance to the proposition.

It's not often that we get to sell without competition. It's probably less often that our customers will sell themselves. But if we can find opportunity to reduce resistance, we may find prospective buyers becoming customers.

You don't know Jack

2011-02-01T09:14:00.000-08:00

"Jack" conjures many things: a popular whiskey, a system for your audio, a way to describe theft, a self-absorbed idiot, something said idiot will never know, but in my mind best among them is American icon, Jack LaLanne.

My first memories of Jack go as far back as kindergarten, when my mom and I would nap to Jack's workout (I know...). He's always stood for good, avoided controversy, and changed the way American's stay fit.

A few things you might not have known about Jack:

1954 Age 40: Swam the length of the San Francisco Golden Gate Bridge underwater with 140 pounds of equipment, including two air tanks… an undisputed world record.

1955 Age 41: Swam, handcuffed, from Alcatraz to Fisherman’s Wharf in San Francisco, CA.

1956 Age 42: Set a world record of 1,033 pushups in 23 minutes on “You Asked for It, a TV Show with Art Baker.

1957 Age 43: Swam the treacherous Golden Gate Channel, towing a 2,500-pound cabin cruiser. This involved fighting the cold, swift ocean currents that made the 1 mile swim a 6 ½ mile test of strength and endurance.

1958 Age 44: Maneuvered a paddleboard 30 miles, 9-½ hours non-stop from Farallon Islands to the San Francisco shore.

1959 Age 45: Completed 1,000 pushups and 1,000 chin-ups in 1 hours and 22 minutes. “Happy” is born and The Jack LaLanne Show goes nationwide.

1974 Age 60: Swam from Alcatraz Island to Fisherman’s Wharf, for a second time handcuffed, shackled and towing a 1,000-pound boat.

1975 Age 61: Swam the length of the Golden Gate Bridge, underwater, for a second time handcuffed, shackled and towing a 1,000-pound boat.

1976 Age 62: Commemorating the “Spirit of ‘76”, swam 1 mile in Long Beach Harbor, handcuffed, shackled and towing 13 boats (representing the 13 original colonies) containing 76 people.

1979 Age 65: Towed 65 boats filled with 6,500-pounds of Lousiana Pacific wood pulp while handcuffed and shackled in Lake Ashinoko, near Tokyo, Japan.

1980 Age 66: Towed 10 boats in North Miami, Florida filled with 77 people for over a mile in less than 1 hour.

1984 Age 70: Handcuffed, shackled and fighting strong winds and currents, towed 70 boats with 70 people from the Queen’s Way Bridge in the Long Beach Harbor to the Queen Mary, 1 ½ miles.

1992 Age 78: Academy of Body Building and Fitness Award.

1994 Age 80: State of California Governor’s Council on Physical Fitness Lifetime Achievement Award.

1996 Age 82: Dwight D. Eisenhower Fitness Award.

1999 Age 85: Spirit of Muscle Beach Award.

2002 Age 88: Jack receives his very own star on the Hollywood Blvd. Walk of Fame.

2004 Age 90: Jack celebrates his birthday with a major media blitz in New York, San Francisco, and Los Angeles. ESPN Classic runs a 24 Hour marathon of the original Jack LaLanne Shows.

2005 Age 91: Received the Jack Webb Award from the Los Angeles Police Historical Society, the Arnold Classic Lifetime Achievement Award, Interglobal’s International Infomercial Award, the Freddie, Medical Media Public Service Award, and he was a Free Spirit honoree at Al Neuharth’s Freedom Forum.

2007 Age 93: Received the Treasures of Los Angeles Award, Lifetime Achievement Award from Muscle Beach, and the Y.M.C.A. Impact Award.

2008 Age 94: Inducted into the California Hall of Fame, Parker Seminars Award, received the honorary degree of Doctor of Humanities from the Southern California University of Health Sciences, receives the People of Vision Award from the RP International, receives the Heroes Humanity Award, and was inducted into the Gallery of Legends hosted by the World Acrobatics Society.

2009 Age 95: Jack receives Lifetime Achievement Award from Club Industry. Jack LaLanne days were observed in San Francisco and Los Angeles.

Lots can be said about Jack, and this was definitely the Jack you'd want to know.

A Grand View

2010-09-21T13:17:00.000-07:00

Just turned 51 last week and I have a few observations:

Being "over the hill" scares me less and less each year. I'm in great shape - possibly the best in my life - and am learning that fitness goes far beyond my body. I'm far more optimistic, energetic, open, and creative than I can remember ever being. But life isn't necessarily any easier...
In honesty resides tremendous strength. Fitness and age allow me to more openly share who I am - with much less fear.
I wouldn't trade 51 years for 9, 13, 17, 21 or even 25. There is way too much confusion in youth. I find a certain peace in being who I am and resting in my experience.

The view from 51 is truly grand. And I believe 52 will be even better.

Pet Peeves

2010-08-29T10:11:00.000-07:00

Dealing with people who profess a conduct framework built around love, humility and generosity but practice unethical, hurtful, and selfish business is a pet peeve of mine. Lately, I'm running into quite a few of these folks.

I was fortunate to have parents who instilled a good conscience policy and who enforced (as much as they could) an honesty and responsibility code that makes it hard for me to believe I should under-value others. I'm fortunate; but I've also worked hard toward integrating my behavior with my beliefs. I hope to depart this world with few regrets (but know I'll still likely have left many apologies unsaid).

For all their posturing about win-win, client-centered business, "solution" based selling, even "green" business - it really irks me to witness these guy's wringing their hands as they plot their "shrewd" dismantling of their customer's bank account - or equally as bad - their partner's dignity.

The truth is, we're here on this planet for just a very short time. If you're not grown up enough to contribute, maybe you're just not grown up enough to participate. And while I can't moderate everyone's behavior, I can (and will) stand against your participation. Because I'm tired of dealing with bullies and cheats who brag of their concern for their customers - while plotting evil.

I'm just sayin'...

Risky Business

2010-03-12T13:46:00.000-08:00

While traveling recently I overheard two different conversations that ended with similar exhortation: 'take that job. In this economy, working for a big company is less risky and you'll want social security when you're ready to retire.'

Really?

How many big companies today aren't challenged with obsolescence? And what about social security beyond the name suggests anything about it is secure?

Time cards and layers of management don't spell safe to me. They reek of dead dreams, lost energy, and wasted time. If you have ideas, partner up with folks that believe success is the fruit of good ideas clearly communicated and smartly acted upon. It's a lot more fun and truly, the less risky alternative.

It's Against My Religion

2010-03-09T13:07:00.000-08:00

Few of the decisions we make are the fruit of informed, reasoned thinking. Instead, emotion and subconscious take over. And much like our religious belief, these factors - shaped by our experience, constructs of morality, and prejudice - are deeply rooted and not easily overturned.

I am much less likely to buy from an enthusiastic preacher (someone who tells me what to do, think, or feel) than from someone who appeals to my ideals (honest, thoughtful, "don't know all the answers but I think we can safely conclude" type posture). It's no different for my customers.

On a sales call, we can size up most people by asking them questions. "How has your day been?" "Do you have children?"

Each answer tells you how they view life - and gives you a tip on how receptive they'll be to the way you present your solution. The presentation doesn't have to be perfect. But listening beyond what the customer says about their business needs will likely give you a much better sense of what appeals to them. And in the end, you'll likely have created an impression that sets you apart from your competition; appealing to the very factors that rule their decision making.

I Don't Believe...

2010-03-08T11:34:00.000-08:00

...that the customer is always right,
that sales is something you do to someone else,
that anyone should be able to sell an ice cube to an eskimo,
that business practices should be any less humane or healthy than your ideal for your family.

I do believe...

...some customers just need to buy from someone else,
that the sales profession requires great listening skills, solution-shaped innovation, and good communication.

And I hope to see the Angels playing deep in October 2010!!

Time to Listen

2009-11-28T07:02:00.000-08:00

The implications of social media are many but for marketers, it's likely most important to catch the following:

We are in the midst of a revolution - in how people connect, educate themselves, and ultimately - and most critically - think.
As marketers, we can no longer see successful marketing as "he who shouts the most clever message wins" but instead must see our marketing endeavors in light of this shift, and create opportunities to listen to those communities we want to influence.

Listening truly is the new shout and if you are in doubt, you may want to check this out [a little impromptu poetry]:

Social Media Revolution

Call Me...for a Date?

2009-11-11T17:03:00.000-08:00

Making a good first impression is important. Key to the success of any sales guy and critical to the success of any marketing effort.

The adage goes that you never have a second chance to create a first impression. And while it takes just a few seconds to create that first impression, it can take a lifetime to change it.

Quite a while ago - at the urging of a friend and marketing guru - I registered domains for my name. Because I hadn't listened nor fully embraced what my friend was telling me about managing my exposure in the marketplace, I let the domains sit idle while I worked on other projects. What I hadn't realized was that while my domains sat idle, they had been empowered to "create" first impressions for me. But not by me.

Our world has changed. Creating an impression is no longer just about what we do or say, but what we allow to be said about us. And sometimes we're lucky enough that what's said is just plain funny.

People are Good (even SFGs?!)

2009-10-17T07:22:00.000-07:00

I see it in airplanes as gentlemen help elderly folks lift their bags to the overhead bins, in elevators as people comment to parents on how cute their children are, and today, in a taxi cab as I made my way to Dallas Love Field.

As we engaged in small talk, my cab driver told me of his four children ("two boy and two older girl") and his many travels throughout the world. With childlike enthusiasm, he nearly giggled as he told me he had babies in every country in which he's lived.

Best country to live in? The US; because "too many people here are good. Even bad people here are sad because they have good in them. Not like in other places where bad people are happy because they can be bad and have no good." If you follow my new friend's thinking, you realize he's onto something here.

We live in a place that still values good. And if you're looking for application to ad sales, sales management, and marketing, here's where I think the nugget lies:

when I get that email from the inconsiderate 23 year old agency [drone] demanding immediate turn around of the RFP requiring hours of work but with no indication of who the client is, what slice of the market they represent, demand for deep discounts or no consideration, an EXCEL spreadsheet that doesn't quite make sense nor accurately compute CPM or totals, and no phone number to call for questions, I might do well to remember that even if he/she was a bad person, there may still be some good resident there. And maybe, just maybe, remembering that will help me respond in kinder fashion and possibly, just possibly, help convince that struggling 23 year old that they can allow their humanity to enter the encounter just a bit. And maybe future encounters will go a bit better. Or maybe not.

Either way, it's a heck of a lot more enriching to be kind.

PS for the sake of disclosure, the second leg of my journey challenged my implementation of above plan.

Here's the deal: I'm seated in exit row aisle, enjoying extra leg room. Window seat occupied by what appears to be a defensive lineman at the college level (read young and LARGE). Middle seat open. At the last minute, a short fat guy (SFG) asks if seat is taken (to my amazement and disgust - after a quick assessment of seating reveals many middle seats available and this guy is the last to enter the plane).

Upon shifting to make room for him, I realize SFG is not only willing to invade my comfort, but Mr Hefty also quickly asserts ownership of both armrests and with knees wide apart (to accommodate his unbelievable girth), he is now owns 1/3 or more of my leg room.

Talk about opportunity knocking...

"The Music Moves Me, but it Moves Me Ugly"

2009-09-06T10:13:00.000-07:00

I've often been told that I dance to a different drummer. Much of my life I've thought I'm just weird, out of sync, a bit "off".

But in the past few years, I've come to realize that one man's dance - while it may appear all sorts of ugly to another - can be the dance of poetry if embraced by the dancer (this revelation has had no impact on my wife - she still refuses to dance in public with me - but it does let me enjoy my disjointed, off beat and ill-timed movement a heck of a lot more).

Sales is much like dancing; there is a rhythm, an energy, and a unique bit of self displayed in each movement. I've learned that the dance of successful selling has much more to do with authenticity than it does following a script or process or "system" (and by that, I don't mean to suggest learning from others is not a good thing).

I love innovation. I want to feel like I've done well for others at the end of the day. I enjoy a childlike view of the world. For my success, I need to incorporate my passions into my sales effort. So I ensure that everyone I work with (at least as many as I'm able) feels I am working with their best interest in mind. I look for opportunities to streamline my customer's workload, to anticipate their questions and challenges, and to communicate as clearly and completely as appropriate - not just to get the sale - but also to fulfill my need to do well for others. My personal challenge with a stodgy, bureaucratic "systems" type sales style is manifest in my humor and my 'regular guy, neighborly' approach to my customers.

I believe realizing and applying your passions to your sales efforts leads to long term business partners and customers. But more importantly, it leads to a happier, more positive you, which leads to a more creative and energetic sales effort.

There is No Secret Ingredient!

2009-07-12T13:14:00.001-07:00

"Legend tells of a legendary warrior whose kung fu skills were the stuff of legend." My kids love Kung Fu Panda. I love Kung Fu Panda. For months now, we've made Kung Fu Panda the movie we watch together, cuddling, giggling, eating popcorn and practicing our own brand of "moves." If you don't know, the story revolves around Po, a sweet, but clumsy Panda who has dreams of fighting with the legendary Furious Five and protecting the city against all threats. The only problem is that Po has no real life experience with kung fu, and his real job is serving noodles at his dad's noodles shop. Through an entertaining series of events, Po finds himself 'living the dream.' The great and wise Grand Master Oogway identifies Po as the legendary Dragon Warrior and puts him under Master Shifu's tutelage. Ever aware that he's fat, clumsy, and undisciplined, Po stumbles and suffers his way to one of life's most valuable lessons; in order to be the Dragon Warrior, he had to do one simple thing - believe in himself. Simple can be a challenge. But belief in oneself and others paves the way toward rewarding endeavor.

A Good Week

2009-04-10T20:32:00.000-07:00

I spent last week at the Annual HIMSS event in Chicago and came back feeling pretty upbeat. That's because most the folks I spoke with were feeling pretty upbeat.

Opportunities in healthcare IT are plentiful. It helps that this administration "gets" HIT as evidenced by President Obama's Economic Stimulus Package [which includes $20 billion for healthcare IT advancement]. But I think my conversations with vendors were particularly upbeat for reasons beyond just these factors; I am fortunate to work with a publishing team led by editorial folks who care enough to create engaging content and efficient delivery mechanisms and marketing/sales folks who know the value of listening on a sales call.

In many of our visits with vendors, a few simple questions helped us identify ways we could help our customers better reach theirs - and we were rewarded with a number of new opportunities to put together packages that are unique and likely won't be shopped to our competitors.

Good content, good delivery, and good questions. This makes for a good week at a trade show.

'As the Economy Gets Worse...

2009-04-02T20:30:00.000-07:00

...People Get Better.' At least, that's what Evan Slater, Editor in Chief, Surfing Magazine, asserts in his Forward in the April '09 issue (quoting Evan gives me an opportunity to litter my blog with great surf photos). I think he's not far off either.

It seems that when things get bad, we get better. Take 9/11 for instance (my birthday - no joke). After waking to the sumo surprise of this generation, the US pulled together; mourning it's fallen, celebrating it's heroes, and committing to never let this happen again. At that time political party, gender, or regional differences no longer seemed to play much of a role in who we identified with. Instead, we aligned ourselves with those who suffered, those who fought, and those who stood up for what we believe is right. We honored firemen, policemen, our military, even our [Republican] President.

Evan suggests there may be some mathematical formula that shows how diminishing returns are inversely proportional to expanding heart size. He illustrates his point by noting significant events on the North Shore of Oahu - known by some as the center of the surfing universe. Surfers are notoriously territorial -near feral -when it comes to their surf. But Evan's piece is replete with examples of wild gone good.

I think we in publishing are perhaps more keenly aware of the turn of the economy than some. But the silver lining may very well be found in the community we find ourselves serving. We have opportunity to do more for our customers, to listen more attentively, to find ways to contribute. Technology allows us to reach into those who consume our content in ways never before imagined. The two combined - bad economy and good technology - should drive us to advances that are long overdue.

Let's do good. Let's be better.

A Call to no longer Stall!

2009-03-22T20:39:00.000-07:00

"The opportunity for marketers in search of media is not to play defense, to stall people with clever ideas or small platforms, but instead to stop stalling and start looking. The bargains are there, just waiting." Seth Godin

Wouldn't it be nice if we only had to work with clear-minded people; those willing to listen, share, collaborate?

The New Economy

2009-03-22T14:54:00.000-07:00

The other day, I received an email from someone I had never heard from before. The gist was 'given the current economy, I want to advertise in a product I am not eligible for and don't want to pay for it. What can you do for me?'

I know I should have put everything I was doing aside and jumped at the opportunity to spend time trying to earn his non-revenue representing business, but something about his request struck me.

What can I do for him if this is his view of my value, my product's value, the current economy and how that shapes relationships and business opportunities?

As we progress with the 'new economy,' our value will be challenged. It's good to be prepared.

You Own Facebook!!

2009-03-15T19:49:00.000-07:00

Facebook recently entered my home, re-arranged my furniture, changed the message on my voice mail system (using their own voice, no less!), and slept in my bed (was it FB that left those irritating Girl Scout cookie crumbs?).

Well, not quite. They merely changed their home page and their greatest assets - you and me - felt violated.

Think about it. Facebook's grip on the world is staggering if not pervasive. In the US, Facebook grew 51.3% from July to December 2008 (closing out 2008 with 42,078,960 US members). A recent report shows Facebook use increased by a whopping 149% from February 2008 to February 2009. Their audience over 35 increased by 23% compared to February 2008 (21% among 45-54, 27% among folks 55 and older). A mere five years old, Facebook had almost 222 million unique visitors in December 2008.

What does this mean? Facebook has, in so many ways, reached the pinnacle of smart marketing. They are growing at astounding rates; attracting age and economic categories in numbers that stretch the imagination of even Dell's marketing team. They are worldwide - just 28% of their users are from the US. And best of all - they have found a way to convert their customers to owners. While Facebook is free, everyone seems up in arms over the changes to their Facebook!

What's this mean? For marketers and publishers, Facebook demonstrates that communities built to empower users with a sense of ownership are possible and effective.

Listening is the new marketing. No longer can you expect to shout your message and have customers appear. A much better strategy - a much more "life sustaining" strategy - is to find a way to build a community for your customers and plant means of listening to them. You'll learn a lot and maybe some day, you'll find them complaining because the community you've created for them has become so comfortable that a simple shift represents upheaval in their lives. And they'll stick around to tell you about it.

Random!

2009-03-08T21:24:00.000-07:00

"One fish, two fish, red fish"...two angry camels stuffed in a car.

Sometimes something with little obvious value catches your eye, makes you laugh, or offers a new way to look at the usual.

Nothing common about camels in a car and maybe that's why I want to talk about it.

Check it out:
http://www.youtube.com/watch?v=PRuTRfHOQYM
(video function was unfunctional)

Are You OK?

2009-02-26T20:24:00.000-08:00

It's a crazy time in the life of anyone whose income is dependent on advertising. Not only is the economy forcing marketers to sit back and wait, but the publishing industry is going through its own revolution. This is the time that advertisers will be asking, "why should I use your media to reach my target audience - especially when your competitors will give it to me at a significantly discounted price?"

Rather than get into all the reasons here, I'd instead like to offer a quick take on posture - the posture of calm. I see way too many publishers and sales folks lunging at opportunity. "Increase your calls!" "Put on the pressure," "no stone unturned!" “If they discount, then so do we!” While strategies abound, none should follow panic.

Avoid panic by preparing for market lulls. Prepare for lulls by investing in the quality of your products and educating yourself on your customers:

where they spend time [and where their customers spend theirs],
what trends they are seeing and following, and
what influences are impacting their business.

You'll get this information by reading industry news, talking with peers, vendors, and end users at trade shows, and mostly importantly, by spending time with your customers.

As you learn more about your customer, you'll be better able to offer creative solutions. You'll also position yourself as an important resource. By saying, "Are you OK?" you tell them you care and that you are postured to help.

You may not find your business growing in this down market, but by keeping yourself attuned to your customer, you'll be much better positioned to make the tough journey with him/her. And as you see your competitors discounting to overcome their lack of calm, you’ll be positioned to say you are OK.

Jedi Mind Tricks: From the Dark Side

2009-02-24T20:04:00.000-08:00

After some urging from a good friend, I made my way over to Tim Ferriss' Blog "Experiments in Lifestyle Design." He's smart.

Tim's the bestselling author of "The 4-Hour Workweek" and seems to be an efficient thinker. He's also engaging and accomplished. He can beat people up (National Chinese kickboxing champion), groove with the best of 'em (MTV breakdancer in Taiwan), and can drink like no one's business (hurling competitor in Ireland - alright, I kid you here - this type of hurling has little to do with drink and everything to do with an historic Gaelic outdoor team sport that I understand is somewhat similar to our football). With all this going for him, you gotta believe he's got it going on. And he does.

But the other day his post was off - way off - at least from my perspective. His "Jedi Mind Tricks" How to get $250,000 of Advertising for $10,000" offered 7 principles for negotiating 'strategery' that relied on deceit, illusion, manipulation, and most of the stuff that honest folks attribute to those selling used cars or timeshares.

This post went live on February 19, 2009 and has since received 81 comments - nearly all thanking him for his brilliance or in some fashion stating some level of commitment to his philosophy. This concerns me.

Take a few moments to read Tim's post. Then consider this; we from the "dark side" can't sell that way without risking our very livelihood. The "grownups" in our industry have learned that we need to listen, help our customers identify their best means of reaching buyers of their products, and provide them with value laden advertising programs.

Being mindful that I represent the dark side in this discussion, I offered Tim's followers what I believed was a better approach to negotiating advertising rates - one built on trust and mutual respect - one that allows me to greet my customers in the grocery store when I'm out with my kids:

"I think a better approach - at least in the world I find myself working - is a very human, honest, relationship building exchange of “how can you help me get the best value for my money, and if I trust you are doing that for me, I’ll trust you with my business.” That keeps me on the straight and narrow, helps creativity flow, and allows for a long term relationship built on trust and mutual respect. And its a very rewarding approach."

Which approach do you find yourself most comfortable with?

The World IS Flat! Part Two

2009-02-14T21:08:00.000-08:00

While we work at developing and displaying our expertise in process - in a sense "rounding” the world by gaining advantage over less mature, credible, and capable opponents - we find the world tugging back; struggling under the pressure of advances in technology. The world is flattening, or perhaps better said; technology works both to aid in flattening the world while at the same time, contributing to the rounding process. I think it’s fair to say that, at this juncture, one’s grasp of technology - even in our world as publishers, marketers, and sales reps - is likely to play the biggest role in leveling or stacking the playing field.

The above chart illustrates something of what I speak (if you click on it, you’ll see it clearly enough to make sense of it). Folks are learning to rely on social media to test their next steps. It’s not any different in business. Our customers are testing concepts, messaging, delivery, and engagement using tools associated with social media. And this will only increase as we see proof of more and more people embracing social technologies.

My point here is that the winner in the publishing race may not necessarily be the biggest, strongest, or even the smartest or most nimble. Likely, it will instead be the entity or individual most devoted to maintaining a credible, caring posture toward the customer, and best acquainted with the tools they employ. This can only lead to an alignment of purpose, which in most cases leads to alignment of resources.

The world of ours may indeed be flattening but it’s in no way static. As it pulses with every advance, we can be assured that our challenge will be to figure out a way to add a little rounding.

The World IS Flat! Part One

2009-01-25T16:03:00.000-08:00

No question that at one time in our history, "intelligentsia" [and us regular folk] believed the world was flat. But I'd be hard pressed to think that if any of those geniuses were inserted in today's world, they'd come to any different conclusion.

Thomas Friedman's commentary on globalization "The World is Flat" [2007] argues that with globalization has come a more level playing field and cites 10 observed "flatteners" and "triple convergence" as proof. There is debate and I'll leave that to this generation's intelligentsia. But I think the concept of the flat world offers publishers and sales folks lots to think about.

Most publishers I know have a set of questions they ask reps when they are looking to fill a vacancy or improve the representation in the territory. The questions often involve whether or not the prospective rep calls on agencies or the client directly, how often they can expect call reports, and includes a request to tell the story of "their biggest win."

Sales reps, on the other hand, know that publishers are generally easily sold if armed with "I avoid the agency trap" and "I always send call reports each and every Friday afternoon," and conclude with "By the way, where'd you get that tie, Mr. Publisher?"

I think both sides of the table would do better to understand the difference between process and knowledge - round vs. flat world.

Knowledge is the stuff of people you know or skills you've developed. This is important, but it's the kind of stuff that's mostly easily learned over time by mostly anyone.

Process, on the other hand, refers to the personal maturity and integrity you bring to the game; the emotional and mental acumen you have about managing projects, visualizing success, persuading other people of your point of view, dealing with multiple priorities, supporting and building the inside support team that doesn't obviously need your care, etc. This stuff is core and hard to learn. Unfortunately, it's usually overlooked by most publishers, primarily because they just don't think that way.

As the world pushes toward flat - as industries shrink and social networks extend influence - process ability becomes priceless. For publishers, asking the right questions should help you uncover process skills and ultimately take you a step closer to successful coverage. For the sales rep, take stock of your process skills and work to improve. Then, learn the domain. That's the easier part.

As Seth Godin puts it, "One of the reasons that super-talented people become entrepreneurs is that they can put their process expertise to work in a world that often undervalues it."

The world appeared flat until intelligent people figured out a better way to think about it. If we apply ourselves to better thinking about the sales process, we have opportunity to prove that the playing field is in no way near level. People of superior process will generally beat out experts of domain. But you can only see it when you value it.

[Credit is due Seth Godin for this entry. His "What are you good at?" entry of January 29, 2009 fueled nearly two weeks of thought on this topic. I have borrowed liberally from his comments here].

Keep Your Coins, I Want...

2009-01-14T21:48:00.000-08:00

"Newspapers took two cents of journalism and wrapped in ninety-eight cents of overhead and distraction. The magic of the web, the reason you should care about this even if you don't care about the news, is that when the marginal cost of something is free and when the time to deliver it is zero, the economics become magical." Seth Godin, Jan 14, 2009

The clutter of stuff and ritual often obscures our view of what's important and true. Change presses us for clearer vision and creative thinking. Change is all around us and change is good.

The Art of Doing

2009-01-09T21:42:00.000-08:00

Two maxims to live by:

The rule of my life is to make business a pleasure and pleasure my business.

'Never do today what you can as well do tomorrow,' because something may occur to make you regret your premature action.

Attributed to Aaron Burr, Jr, Vice President of the United States under Thomas Jefferson, and also known for having killed Alexander Hamilton in a duel.

Pleasure and thoughtful action. Life's much too short to have it any other way.

The Customer is Always Right

2009-01-05T19:49:00.000-08:00

The Customer is Always Right

I recently found myself in a pickle with a leading online payment service provider. I had fulfilled an annual monthly subscription, but "MoneyBud" went ahead and renewed without my [or the seller's] authorization and dinged me for the next two month's payments.

Both the seller and I contacted MoneyBud to rectify the problem. MoneyBud returned the first additional payment saying it was a mistake, but refused to refund the second judging that it was not unauthorized.

I called and after explaining the matter to the first customer service agent, I was passed to "one who can help you" [why then was agent #1 on the phone with me in the first place?].

Agent #2 had no idea what my problem was, so I went through it all again. After a couple of efforts to explain the matter as clearly as possible, I was placed on hold only to have agent #2 come back and ask me to repeat the story as she “wasn't quite clear.” I again laid out my story and, after placing me on hold one more time, she explained that I 'probably needed to submit my cancellation - have you cancelled the subscription?' [Obviously she hadn't done her research].

After she saw that the subscription had been cancelled, she suggested I contact the seller to get my money back. Puzzled, I urged her to reconsider as it seemed obvious to me that since MoneyBud had erred she should simply put the money back in my account. The agent wouldn't have any of it as "it would just be easier if the seller gave you your money back."

Now I don't offer this story just to whine [although I'm not above whining if I think someone will listen] but I was intrigued to come to the end of this 20 minute journey - and multiple efforts prior to this journey - to find the best offer an award winning e-commerce innovator could provide me was to take care of it myself. Obviously, my business didn’t mean enough to them or more likely, the agents weren't equipped to make me feel like they cared.

I think most would say prospects for 2009 are questionable if not gloomy. Publishers are scrambling and lost accounts are back in their sights. The problem here is that in most cases, the Publisher wasn't interested in making the customer feel like they cared when the business was in jeopardy.

More often than not, the Publisher was too hung up on the inconvenience or potential loss to do much more than dispute the matter with the sales rep, and leave said rep to go back to the customer empty-handed. Once the Publisher is faced with his revenue goals for an upcoming tough year, he decides lost accounts are easier to re-capture than new ones. He just needs his sales rep to "make an effort" - and ask for the business.

I probably don’t need to say that something about this seems wrong. If more Publishers and sales folks put care in the center of their efforts with their clients, they’d likely have a lot more of them.

OBEY THE GIANT!

2009-01-01T19:22:00.000-08:00

OBEY THE GIANT! (part 1) The other night I was watching Henry Rollins interview Shepard Fairey, a skateboarder, street artist, and something of a philosopher and activist. Throughout the interview, Shepard offered a view of life through the lens of Phenomenology (loosely, the study of the meaning things have in our experience - rooted in the philosophical tradition of Husserl, Heidegger, Sartre) and I was impressed with his insight and it's many applications to marketing.

Shepard's comments led me back to the basics - we as publishers, marketers, and sales folks would do better if we began the engagement with our audience with what they care about instead of what we want to say. True enough. But how do we figure that piece out? It often seems to be the most difficult part of the sales process for me and the folks I serve.

I'd like to offer a simple starting point gleaned from experience, common sense, and illuminated in today's post on Vox Popoli's blog; in a nutshell, be humble, show respect, and do your homework.

We forget that building good relationships remains at the foundation of transaction and brand building. It's definitely not the easy work in our business and is often undervalued when compared to "sales technique." But we overlook this critical component of engagement at our own peril.

I find it interesting that we never really get to ignore our own personal development without putting at risk our professional development.

2008-12-28T22:56:00.000-08:00

This is my first post and I'm not sure what I'd like to say. I know I spend a lot of time trying to get beyond myself; to understand what consumers of what I offer want or expect. It's no different here.

I tend to think logically and so think everyone starts at the beginning and has established "sign posts" directing them toward some logical conclusion. But I'm married (happily) and have three children so I've come to anticipate (at least some times) that not everyone thinks like I do nor do they require the same structure to their thinking. I'm learning that folks aren't always uncomfortable with immature or illogical motivations for what they want. So, I'm learning that questions make a good friend in most encounters and listening carefully is generally my best strategy.

Everyone wants to win and if I can facilitate that end, I may win too.