The Pedestal Group

A friend called this week to see what I thought of adding the word process to his tag line.  He has a rock-solid process to help his clients and he is very proud of it.  But as we talked, he realized that there is no way to convey what his process really offers without a lot more words and in a tag line, that wasn’t practical.  The reality is if you check his competitor’s websites, they ALL have rockin’ processes that are going to solve the world’s problems so it was tough to stand out with just using the word process.

There was a time when people didn’t have processes.  Then, it was vital to mention you had one and clients wanted details.  How could you ensure you would be able to replicate your results if you didn’t have a process?  Today, most people talk about a process so it has lost the impact.  Today, you have to illustrate your process differently.

For some of my clients, we design a graphic to illustrate their process.  These pictures convey exactly how the process will repeat the success and are easy to follow.  In fact, I’ve had a couple of clients that when we tried to draw their process we couldn’t and they have gone back and simplified the whole thing!  Another option is to name the process.  Giving it a name gives it meaning as well and also an opportunity to discuss where the name came from, how it works, etc. A third option is to highlight a key step in the process – “we focus on the “XYZ” of our process to ensure world-changing results”.  Again, this changes the game and gives the client something to talk about instead of blowing off your process as just another process.

Generic words that are used by everyone shouldn’t be part of your brand unless you are using them in an unconventional way.  Instead, use pictures, names or call outs to really bring your message home.

As many of you know, I have a dog named Fritz.  Fritz is very worldly in the ways of business and periodically weighs in on things.  Today, he wants to discuss the games Fetch and Fetch 2.0 (for lack of a better name).  Most dogs play fetch – you throw the toy, the dog gets it and brings it back.  Not unlike your customers: you put out a product or service, they buy it and then come back for more.

Fritz, on the other hand, plays a different game.  When one throws the toy to Fritz, he goes to it, and then you are suppose to go to him so you can play a little tug, and then he runs away.  The game is then to follow him to the next place where you get to throw it again. Now some would say that Fritz never learned to play the game (or that we are over-indulgent with our dog but we won’t mention that) but I say this game is better and is more like your customers today.

Why is it better?  Well, as the person throwing the toy, I throw the toy, hang out for awhile and then get to throw it again in traditional Fetch.  With Fritz, sometimes I’m throwing, sometimes I’m chasing, sometimes I’m tugging, but I am always interacting with him. And sometimes I go the other way and get in front of him which changes the direction.  I get as much out of it as he does.

Sure there are days I wish he would just play fetch and let me do something else while we play. But the reality is that isn’t his game and he isn’t going to play it.  Neither do my clients.   The best days with my clients are the ones where I get to change the direction and show them something new.  But the days I still get to interact are important too.

So what are you doing with the new game?  Are you still waiting to see if someone will just play fetch?  Or are you ready to join us in playing this new game – and adding to the interaction?

This weekend I watched Shark Tank.  I had avoided it because it sounded so goofy and so many other bloggers were on the band wagon.  But what I saw happens all the time in real life too so it was worth discussing.

Over and over people came in with their ideas that they held onto like children.  But when questioned, they were so focused on the person asking the negative question that they ignored the fact that others were still interested!  One couple actually blew the deal because one of the investors asked an, “I’m interested” question while another made a comment about why she was out and they addressed the “I’m out”!  They put all their energy into defense when there was a perfectly good chance of getting the deal if they had just listened and stayed focused on their goal.

If I knew someone going in, I would certainly recommend they accept the “I’m outs” for what they are and hear everyone before they started defense.  They should also remember, as we all should, questions are not negative or positive – they are an indication of interest.  In someone asks you a question, there’s a reason they want to know the answer. So answering it helps move the process along.  Answer them honestly – this is not the time to make promises  you can’t deliver.  If a customer does say “I’m out”, see if you can understand why.  One of the nice things the sharks do is they do explain why they are out.  Most of the time, there is no point in discussing – if the shark doesn’t feel they have any connection to an industry, your talking isn’t going to change that.  But, there are times when they say something that isn’t accurate and the presenter has a chance to explain.  That happens in our sales process too – if a customer says “I’m not interested because…”  you get a chance to really explain why they are wrong.

Now sometimes, they are right.  ”I’m not interested because we have filed Chapter 11″ isn’t something you can answer.  But, can you offer them something?  Put them on a mailing list to keep up with industry trends?  Call back in 1 month when their position will be clear?  The name of a good industry-focused recruiter?  Something? Offering something even to a “no” shows you believe in your product and actually interested in a relationship.  And that can go a long way to turning a no into a yes.

So be careful not to be defensive when talking to people.  If they ask a question, take it at face value and don’t try to read too much into it.  And if they are “out”, try to give them something so at some point they come back in.