Psychocybernetics


In Caddyshack, Chevy Chase’s character advised Danny Noonan (the caddy) to “see your future…be, be your future”.

Good advice. Untold numbers of successful people attribute visualizing their success in their minds prior to achieving that success – sometimes day after day for years.

Jim Brown came out of the visualization closet and said he and some of the Cleveland Browns used to meet the day before a game and get their minds right – and attributed his amazing success to his attitude and visualization.

This is the premise of the rather old book written by Dr Maltz, Psychocybernetics. Its not really the kind of book that gets dogeared, instead, its a book that you end up reading repeatedly to remind you how/what to do when incorporating visualization techniques.

Its just something you need to read and do. Its one of the ways extremely successful people, athletes and executives achieve more than others.

Do they talk about you? I hope so.

They should be. I’m talking about your clients.

One of the most powerful tools in marketing is the testimonial. Yet they are used by so few…

Put yourself in the shoes (phew!) of the prospect.

She can listen to you, try and believe you, hope that you are paying attention and addressing her concerns (I sure hope you are) OR she can read what another business says about you.

Which is more believable?

Sure, the prospect is going to have to listen to you and hope you address their needs regardless of whether you have testimonials, but which would you rather have working for you:

1) Your best salesperson talking to a prospect,

or…

2) Your best salesperson talking to a prospect just after the prospect conveniently had a minute to flip through a 3 ring binder full of letters from your clients saying that you hung the moon (or whatever is important for your niche).

DUH. It’s obviously number 2, right?

So can anyone explain to me why so many businesses fail to collect testimonials at all, much less collect them with systematic regularity from every single client?
Can anyone add to that why they might collect them and then NEVER USE THEM????

Double DUH with whipped cream on top.

I hear you, I hear you. “OK Mark, so how do we get them from every client?”

Continue reading Do they talk about you? I hope so.

Blink

Blink: The Power of Thinking Without Thinking

14 dogears, some worth a chapter of dogears elsewhere.

Chapter four, which discusses the Millennium Challenge and VanRiper’s win (and subsequent fixed loss) is worth the purchase price of the entire book.

The Millennium Challenge (the JFCOM’s military version, not the poverty program launched in early Aug 2006) is an interesting study of Pentagon planning, military tactical/strategic exercises, among other things. Its great to see that this sort of thing is being done…at first.

The guy to admire out of the chapter is this guy, General VanRiper:

http://tinyurl.com/lcjsb goes to his bio in usmc.mil’s biography area. The native URL is 3 miles long and torches K2’s theme under IE. Sorry.

There’s a rather frank interview with him here:

http://tinyurl.com/ekf7o goes to the interview with him at pbs.org (same deal with K2, sorry, same deal with IE).

Its important to understand that this is not a guy who sits and talks about it. This is a guy who has walked the walk, who is so well-regarded that he is leading a military college.

VanRiper was in charge of the mock-enemy forces in the Millennium Challenge (currently described at http://www.jfcom.mil/about/experiments/mc02.htm ) and kicked the good guys’ backsides despite having his communications knocked out, and all traditional resources that he might use taken away or destroyed.

JFCOM has a great exercise on their hands, IF they choose to use it to learn and adapt. A terrible exercise if you are in denial about the results. This sort of choice is not limited to the Pentagon, nor DC. YOU can be just as misguided.
Back to Blink chapter 4: Unfortunately, the good guys changed the rules and forced a win. Its a story of stupidity, face-saving and corruption, not unheard of in Washington, unfortunately. But, it is really interesting reading about what this guy did, now that its several years later with some history under our belts.

Regardless of your politics (its NOT a political book IMO), still worth a read, as is the rest of the book.

That, however, is not the lesson of this post.

The lesson is about the value of testing and NOT assuming anything about the results. Analyze what happened and act on it. Dont ignore the results simply because you dont like them or didnt expect them, otherwise you will likely find that your testing was a waste of time, money and effort. The worst thing is, that you may end up with a serious morale and ethical problems if you take steps similar to those taken by the “good guys” as described in Chapter 4 of Blink.

Another point made in Blink that shouldnt be ignored is the power of your mind to affect the results of what you do. There was several exercises in the book (and discussions of testing that was done) where people were asked questions before taking a test. The questions were designed to make them think negatively about their race, simply by bringing it up (“What race are you?”). The results were sad, but not surprising. YOU control your mind. Your mind very much affects the results of your efforts. Don’t let traditional thought and industry norms control you.

Finally, the book itself. Dont expect to get a bunch of new strategy for critical thinking from this book. Just think. Recommended.

Freakonomics

This wasnt your normal business book, in that there werent a bunch of steps or actions to take, or methods to try, etc like one might normally find.

That aside, this was a supremely interesting book that had me reading cover to cover in 1 sitting. You wont take concrete actions away from this, but it will be a treat to the abstract side, to the part of you that notices things that register days or hours later … if at all. Steven Levitt would be quite an interesting guy to have lunch with.

2 dogears. Neither one actionable. This isnt your normal dogear score. Recommended, despite the low dogear count.

Freakonomics

Think and Grow Rich

The classic 1937 Napoleon Hill book that still motivates entrepreneurs.
For those who dont know the story, Andrew Carnegie offered to give Hill access to his billionaire friends so that he could document the traits of extraordinarily successful people. Hill had to do so on his own time and money, he received nothing from Carnegie except access to “unreachable” people. After 20 years of interviewing Carnegie’s friends and associates, Hill came up with 17 traits that these people had in common. These 17 traits bore the book, “Think and Grow Rich”.
Even if nothing else came out of this book but the mastermind process, it would still be one of the classic books for business people.
If you are a business owner and you arent in a mastermind, find one.

You can find masterminds that are run by professionally trained advisors at http://www.dankennedyssl.com/ibamap/ibamap.php, among other places. The combination of DK mastermind material and Hill’s mastermind discovery is quite powerful. You can even put one together yourself, but Id suggest that your first would be best for you if coordinated by someone experienced in the process.

Print THIS!

I bought another business in April 2006 (Im beginning to think I *collect* them). Because the business came with plenty of supplies and I had plenty of other things to juggle, it took a few weeks to get to calling all the vendors and making sure that I didn’t have any suppliers that are going to be a pita to deal with.

I emailed one of them who sent me a package. No response after a month.

I called the printer and spoke with a sales guy, owner, janitor or manager, he didn’t bother to say who he was. I asked for info on pricing and turnaround time. He said he’d get it to me. 3 weeks goes by. Nothing. Clearly, he doesn’t want or need my business. So…silly me, I call back.

He clearly remembers my request. Then he humhaws around (that’s a high-level business term meaning “stalling and mumbling”) and finally tells me that if I really want that info, he’ll have to send me credit app info and all that, since he has to worry about getting paid now that a non-relative owns the business. He clearly says in his tone of voice that he doesn’t want to do that. I tell him, that’s fine, I typically pay with Amex anyhow. He says “We don’t take credit cards”, then proceeds to assume that I’m done with them.

But I keep pressing. I ask him for Pantone colors on the stuff they print for us, since I’ll clearly need to go elsewhere for printing. He says “oh, the previous owner just picked them out each time, I don’t have that info.” Riiiight.
So by now, I’ve already well past deciding that this company couldn’t BEG me for another dime of business, but I press on, by now only interested in seeing what else this guy will do. He repeats himself a bit and says he’ll send me the info tomorrow, if I still want it. I say I do and we hang up.

No “Thanks for calling from out of state, I hope we can earn your business.” Just a silent, but very clear “I can’t be troubled to deal with you and your money” coming between the lines.

To be, or not to be intimidated? That is the question

Robert Ringer’s classic “To be or not to be intimidated?” was originally titled “Winning through Intimidation”, a title that ran off a number of readers. The reality is, his book is about NOT being intimidated, using visualization and making things happen. He relates a number of stories that describe lessons he learned during the process of becoming a commercial real estate broker and investor. A lot of the people he dealt with during those deals are intimidating people. He describes how he conquered the intimidation and how you can use what he learned to make your business and personal life more successful by understanding the intimidator and how to handle those situations.
7 dogears, mostly things I want to write about later:)

Recommended.

Be different or die

Imagine that you go to the weekly Chamber of Commerce lunch. Everyone eats the chicken except for the real estate agents.

For some reason, every real estate agent eats fish. Sadly, they all get food poisoning and die the next day.

The next week, how many real estate deals fail to close?

My guess: NOT A SINGLE ONE.

This is NOT limited to real estate agents.

Now, store that away for a moment and think about how you need to differentiate yourself.

If you are a real estate agent, consider your relationship with everyone who has ever bought a house from you, whose house you’ve sold, whose business you’ve helped them buy or sell. Every one of them is being chased by another agent.

If 100 carpet cleaners closed next week in Chicago, maybe people would have to wait a day or so, but generally speaking I’ll bet you that no one outside of friends and family of those businesses would even notice. Someone else would get the business without much of a second thought by the customers with dirty carpets.

This is NOT limited to carpet cleaners.

One of the things we help small businesses do is something that Dan Kennedy calls “Putting a cage around your customers”. IE: locking out the competition by making them irrelevant. You have to do things to make this happen, but look at the payoff.

Are you willing to be different?

And maybe, just maybe, reconsider eating the fish:)

Why thank them?

It’s ok to say it. Really. It’s not that hard at all.

Can you remember the last time you received a thank you note from someone that you do business with?

I can.

I regularly get a mass-printed corporate looking thank you postcard with the business person’s picture on it. It’s laser printed, including the guy’s signature. I figure that he knows I got his card, but he was involved in paying the bill to have the card mailed and that’s about it.

Don’t get me wrong. There is a time and place for those kinds of cards – marketing and random, fun customer touches. However, THANK YOUs are NOT the time and place for that kind of card.

I understand he may think he has better things to do than write cards, but let’s talk about it, then you can decide.

Feeling appreciated
Do I think this guy appreciates my business? I think he probably does, but that’s because I know him from elsewhere. He’s in a price-shopped industry that isn’t known for “I stand out in a crowd”. He could stand out easily with some effort, but in his industry, the “industry norm” (ie: what the sheep do and say) is that you will eat beans and rice for 5 years as you grow your customer base, and after 5 years, you are pretty well set for life.

Does the card show his appreciation? Not even close. Maybe the laser printed signature gave it away.

People tend to be annoyed with the guys that sell what he sells. We assume they are impersonal, distant and generally don’t give a crap….just because of what they do. It’s easy to clear that assumption away with a hand-written note.

Does this card tell me “That’s not true about me, I really care!!”

Nope.

Does this card tell me “It’s my job to take care of your business and keep your out of harm’s way”

Nope.

Do I think this guy is a friend because I get laser printed cards from him?

Nope.

Friends don’t send friends thank you cards with laser printed signatures.
Can you remember the last pre-printed thank you note you got from a friend? I’m guessing you don’t.

You get hand written cards from friends. Sometimes cards picked out just for you. Sometimes, cards from a set they bought or had printed. Sometimes, cards they made by hand. Think about the “map” that the leading man in the movie Elizabethtown received to lead him from his father’s little town back to the big city. Do you think her card showed that she cared? No question about it. Who wouldn’t want to get a map like that?

Can you remember the last hand written thank you note you got from an insurance agent, the lady at the dry cleaners, your financial planner or the nice guy at the oil change place?

Can you remember the last time you sent a thank you card or note to a customer – and that card or note wasn’t pre-printed? When you’re at home watching The Apprentice (and I hope you are, we’ll talk about that sometime), why can’t you address and write a brief note on a few cards?

Isn’t my business worth 10 or 15 words, 39 cents and a card? Don’t you want me thinking about your business when I open my mail, rather than thinking about the businesses who I *do* get mail from?

Now back to my original question. Can you remember the last time you received a thank you note from someone that you do business with?

Be smart.

Influence

For those of you who didnt take any psychology classes in college or somewhere else, this is the book you need to have read before buying a car:)

Seriously, this book is a gold mine for understanding the sales process, commonly-used (but often not understood) ways to influence or motivate decisions, etc.

A few dogears here and there, but this one gets a different grade because its a different sort of read. Recommendation: Read it at least once a year just to remind yourself. If you happen to be in sales or marketing, well, all the better. You’ll definitely get your time and money’s worth. This is one of those books you might be tempted to keep to yourself.