How's Your First Impression?

You only get one chance to make a good 1st impression on someone. If you’re in sales, it is even more important you come across as both friendly and knowledgeable. But keep in mind, while both of these traits are important, don’t overdue either one.

I’m sure you’ve heard the term “Elevator Pitch”? We all have a canned story we try to use when we first meet a prospect and they ask the dreaded question “So, what do you do?”

There are many ways people answer these questions. Let’s for discussion purposes assume we have a real estate agent attending a networking event. Following are some of the methods people use when giving their sales speech.

There’s the “impress” method, which involves a person trying to make himself seem important by using titles. “I’m the Founder and Owner of a multi-million dollar, worldwide conglomerate in the housing market”. What? OK, what exactly does that mean? The Prospect is left scratching his head, wondering what he just heard. Not my idea of a great pitch……

Next, there is the “I’m intelligent” approach…..”I am employed in the high tech world working with Title 9 services, throughout the Northeast region of the United States. I deal with all of the Fortune 100 companies putting them in position to make money”. Huh?

Third, there is the “Title/Product “ approach……”I’m Director of Real Estate for my firm. We sell commercial and residential properties”. OK, at least I know what this person does for a living. He’s a sales guy, brokering properties to families in a downsized market, probably to people who will ultimately be foreclosed on. Of course, that is my assumption, but that’s what people do when you lead with a job title. The Prospect already forms an opinion of what you do, right or wrong. Either way, you’ve lost control of the Prospect and worse yet, you’ve become a commodity.

There are other approaches, as some people go into their company’s historical background “We’ve been in the real estate business for more than 100 years and have been the leading agent since my Great Grandfather started the firm in 1888”. Nice story for the dinner table, but it helps the Prospect how?

To earn the attention of the new prospect, you need to take a different approach. Something like "My company assists local businesses and familes who are in need of new surroundings.  We work with our clients to help them find affordable homes and/or business space which will allow them to improve  their current situations".   Incorporating words like “help”, “assist”, “coordinate”, "improve", “win”, “engage”, “launch”, and “develop” will create an air of approachability to your pitch, enabling the prospect to decide how you could help him in his business, as opposed to selling him something for his business. The soft approach by implying you are there to help his business goes a long way and creates the impression you are more of an expert in your field; a person people & companies come to because they need your services, not because you sold them your services.

One word of caution when developing your message is always try to avoid the word “consultant”. There is a common conception that consultants are people who are trying to start their own businesses after working for a large firm for many years. And their services are over-priced……..

The last thing to keep in mind is after you’ve written your message, PRACTICE! PRACTICE! PRACTICE! Practice to the point you can say it in your sleep. You want your message to roll off your tongue as if you’ve been giving it for decades…….putting a little extra effort into your sales intro will reap rewards down the road.

Good Luck and have fun creating your perfect “Elevator Speech”.

Please share your experiences with me as I enjoy hearing about other’s success stories……

Where is Butler University?

Founded in 1885 and located 5 miles from downtown Indianapolis, Butler University is home to more than 4,000 students. Butler is ranked as the 2nd best university in the Regional Universities Midwest category of the 2011 U.S. News & World Report America's Best Colleges. This same publication ranked Butler as the No. 1 "Up-and-Coming" institution among Regional Universities Midwest, and one of 68 nationwide. Of their incoming freshman class for 2011-2012, 50% ranked in the top 10% of their high school class. Pretty impressive stuff…….



But who REALLY knows Butler University? When I was looking for colleges coming out of Boston Latin School in 1981, I had never heard of Butler, never mind thought of going there. This morning, odds are most of the US population knows of Butler University. Why? Because they made it to the finals of one of the world’s premier sporting events…the NCAA Basketball Championship……for the second year in a row! And the national press coverage they’ve been getting has opened our eyes….I was asked twice yesterday by friends “Where is Butler anyways?”….


I think we can all agree that questions like “Where is Butler anyways?” should make the Butler University administration rethink the use of their advertising budget.  After all, we all know Harvard is in Cambridge, Mass, Notre Dame is in South Bend, and UCLA is in Los Angeles.


While the Cinderella story didn’t have the ending Butler was hoping for as the Bulldogs fell to the UConn Huskies last night, 53-41, the Butler season remains a great storyline for millions of fans.


Now is the perfect time for the Butler administration to jump all over the publicity and start a campaign to boost the University’s recruiting efforts. With a jump start from the national press coverage they’ve received, a good, focused informational campaign targeted at high school juniors and seniors would greatly enhance the reputation of Butler University and lift the school to new heights in the recruiting arena.


Not only would this approach help the Bulldogs to continue to recruit world class high school athletes for their sports teams, they also could reach out to more world class scholars to consider their university. There are loads of National Honor Society students who don’t play interscholastic sports, but they may be participating in the marching bands for those teams. Or they could simply be a fan of great college basketball and want to have the opportunity to attend championship level games on their home campus as part of their college experience. What student wouldn’t want to go to a university whose sports programs offer them the opportunity to travel the United States with their friends, attending some of the country’s most prestigious campuses, while supporting your school and getting a great education, all at the same time?


The problem is how could the administration get the message of this great school out to the future high school graduating classes? Social media…..that’s how!


Facebook, Twitter, MySpace, Flicker, Foursquare, MySpace, and hundreds of other sites are all helpful in delivering your message to the public. The issue is how to get it done?


Like it or not, Social Media is here to stay.  Social Media is an information explosion taking place before our eyes. Most of us are involved in it in some way, shape, or fashion, even if we don’t recognize it. Think you’re not part of the craze? How then did you find this post? Social media….that’s how?

If you have a story like Butler’s or want to create one to capitalize on the opportunity to generate more buzz about your business’ brand, drop me a note @davehanron on Twitter or Dave@socialstrategy1.com on email. I’ll be happy to help provide advice on developing a targeted social media campaign for you.

2011-- Is Social Media the New Las Vegas for Business?

$50 billion! Too much money to rationalize for most people…..but that’s just what Facebook was recently estimated to be worth (http://tinyurl.com/22qp7p8) by Daily Finance. Groupon worth ~$6 billion! Mind boggling numbers unless you are the Yankees or Red Sox.

The expected boom of social media sites can be compared to the explosion of Las Vegas after World War II in 1945. Lavish resorts and glitzy hotels with casinos begin to dominate the city and tourism takes over as the #1 employer in the valley. In the 1960’s Howard Hughes invests in Las Vegas, buying up numerous casinos and “gambling” turns into a legitimate business called “gaming”.

On May 15th, 2005, Las Vegas celebrated it’s 100th birthday, holding the title as the largest metropolitan city founded in the 20th century. In 2009 the American Gaming Association reports that annual gaming revenues topped $5.5 billion on the Las Vegas Strip properties (http://tinyurl.com/38jjoou).

Jump ahead to 2011……Facebook, with more than 200 million users worldwide, was just valued at ~$50 billion. Groupon valued at ~$6 billion. Linkedin pondering an IPO , looking to raise ~$2.2 billion. All this social media buzz and the wealth associated with it started in 2003 when Mark Zuckerburg, a Harvard University student, started “Facemash”. In 2005, “Facebook” was officially launched with an initial purchase price of $200,000 for the domain name. And the rest is history!

Based on the market capitalization estimates from Daily Finance, since 2003, social media sites have created value in excess of $50 billion! Not bad for a 7+ year old fledging industry. Better than Las Vegas!

We’ve seen many of our gadgets over our lives go awry due to advances in technology. Remember 45’s, 33’s, 78’s, VCR’s, tape recorders, reel to reel movies, adding machines, typewriters, DOSS, TV antennas, wooden shafted golf clubs, “BIG Wheels”, Asteroids…..you get the picture.

Today’s business professionals are all chasing the buzz terms we refer to as “ROI’, “EBIDTA”, “margin”, “IPO” as indicators of their success as business entrepreneurs. Problem is in order to achieve these buzz words, they require sales professionals who can convince other executives to purchase their products. The sales industry has suffered over the last decade as yesterdays managers become today’s executives and won’t take “cold calls”. Today’s decision makers typically were promoted or advanced from yesterday’s managers who taught the sales techniques of the 80’s & 90’s. The “assumptive close”, the “affordable close”, the “conditional close”, the “summary close”, all were techniques taught and developed in years past. With the days of successful “cold calling” going the way of 33’s and 45’s, the successful sales professional has had to adapt their efforts to the information age of the 21st century and begin using social media to build, nurture, and grow their professional relationships.

The use of Linkedin, Twitter, Yelp, Groupon, Facebook, blogs (yes, like this one), email, Digg, etc are vital to continued sales success in the 21st century. Sounds simple, right? Wrong!

In order to properly utilize each of these methods (and a successful sales effort requires use of all these sites and more), it would take hours and hours to visit, search, post, reply, tweet, blog, etc. No time is left for the fun part of sales……selling.

The goal here is to become “social”, build a brand awareness for yourself as a sales professional, and have today’s decision makers want to purchase from you, not be sold by you. It’s much better to be a successful order taker than a frustrated sales person.

There are a number of great tools out there to help you manage your brand awareness and on-line reputation. To get additional info, and get a demo on how a social media engagement program can benefit you and your company, contact me for your free demo on how the Social Strategy1 “Engage” system can streamline your daily social efforts and help your profits soar in 2011!

Social Sites Drive Business Purchases by Young Adults and Teens

I’m seeing an interesting social trend developing over the last couple of years……consumers are moving from the age old habit of impulse shopping and buying, where a catchy advertising campaign or display might drive additional sales, to focused buying driven by the internet.


Nice opening statement, right? But what does it really mean? Let me give you a personal example.

This year’s “Black Friday” shopping event was highly anticipated by retailers across the country. Typically, the day after Thanksgiving kicks off the holiday shopping season in a BIG way. After the Thanksgiving meal has ended, the kids run to the playroom to hit the video games, the men typically retire to the den or “Man Cave” to watch football, while the women frantically browse through the fliers in the living room, making note of the stores they want to visit when they open. Some stores open as early as 12:01am on Friday morning and there are hundreds’ if not thousands, of shoppers anxiously waiting to be one of the first “250” in the door to get the “Great Deal” advertised in the flier. More often than not, stories of how “I can’t believe I got there at 3:30am and there were no X-Box 3 games left. It’s ridiculous! I’m never doing that again” are heard later in the day when the Mom gets home, frustrated from the crowds and lack of product availability.

Well, in my home, my wife followed tradition and looked through the fliers with her sister, mother, and sisters-in-laws, planning the next day’s shopping excursion. The difference was they were intent on hitting the stores quick and getting out. My wife left at 6:00am and was home with everything she went for by 9:00am. Now that’s a successful, focused shopping spree.

So what’s the moral here? To be successful in today’s information age, retailers need to be focused on providing an easy way for a consumer to get the product they want. The best way to do this is via social media sites like Facebook, Twitter, Yelp, Digg, and hundreds more. A recent Pew survey       ( http://tinyurl.com/ya9mmzv ) indicates that nearly three quarters of teens and nearly the same number of young adults use social media sites. Today’s consumers are no longer visiting corporate websites, but rather social sites to see where others are getting great deals, and avoiding the places where people are having bad experiences. Some retailers have already embraced the social media craze, added their own social sites, and created “followers” by providing coupons, discounts, or special announcements of sales via their social sites. Other businesses have sat back wondering why their sales are down….?

Take a look at this example of a social media deal listed on Twitter by BestBuy......BestBuy is considered a leader in their social media strategy plan:

A good social media strategy is a necessity if you want to keep your business growing and attract the consumers you need to do this. We must remember, there’s a lot of competition for the consumers’ purchases these days. If you remain in your old ways, thinking ”I didn’t need social media to get to this point, I don’t need it now”, then you most likely have peaked your business’ revenues and should settle in for a period of declining revenues and, the ultimate reality of asking yourself “ What happened to my business?”. Remember my “1990's Sales vs 2010 Sales?” post a couple months ago?

If you’re interested in growing your business and realize it’s time to learn more about how a social strategy business plan can help grow your business and increase revenues and profits, then please click on the form below and I’ll be happy to provide you with more information….

http://www.emailmeform.com/builder/form/tmfddb55Ql