How To Become Unfireable – Part Four: Use Your Peripherals Pal!

Most executives tend to keep to themselves. They go to meetings. They interact with their clients. They even give a presentation or two. They feel their work will deliver success, money and notoriety.

Guess what? It's not enough - they're not even close!

Start standing out from the crowd. Be noticed. Have your work seen by the right people at the right time. Use your PERIPHERALS and start seeing the hidden opportunities out there.

YOU NEED TO MARKET YOURSELF.

How? Here are some tips:

#1. Broadcast your ideas. Stop messing with all the tactical stuff — think what is going to happen with your company, marketplace, or product in 6, 12 and 26 months in the future. Brainstorm with others about what you’re thinking. Put a presentation together and present it to people who matter. Get those creative juices flowing!

#2. Stick you head above the cubicle. Look around — what’s happening in your office, in your neighborhood, your marketplace, the world? If you worked for bookstores, record shops, newspapers . . . you should have seen this coming YEARS ago. But most people stick their heads in the sand. Start using your peripherals — who’s moving up, who’s going out of business, who’s getting fired, who’s making the big bucks?

#3. Go where the important people go. This is a big one — mingle with the big boys and girls. If you are an executive, have lunch with them — see how they think, tell them your ideas, mingle! If you own your own business — stop trying to go through intermediaries to get your next client or customer. Go where they go and mingle with them! If you are targeting high-income earners — hit charities, country clubs, salons, gyms — anywhere they might be.

Stick your head into the clouds - start thinking and acting that way!

POST YOUR QUESTIONS OR COMMENTS BELOW.

P.S. If you want to learn HOW to develop a clearer vision of your upward career path, let's talk. Current clients already know this (and they have it built into their action plans). If you’re not a client . . . grab your spot now before all the spots for October are taken.

4 Steps To Dramatically Improve Your Business.

Many business clients ask me how they can review their business and develop a simple marketing plan. There are many great books and gurus out there who will help you do this - unfortunately it takes a lot of time and effort. If things aren't working or you're not getting the same penetration you did a few years ago, you probably need to modify something in your business mix. As I've always said, "The best businesses are the ones who are nimble and flexible. When it's time to change, make that change."

I've developed a simple 4-step exercise to help you get a better handle on your business. So here goes:

1. Look at your PRODUCT.

• What are your best selling products? What are your most profitable products? Why?
• What products are growing? What ones are shrinking? Why?
• What new products can you add? What products can you modify?
• What products can you kill?
• Can you change your product pricing/packaging to reflect market shifts?

Who's buying what, when, where, and why?

2. Survey the MARKETPLACE.

• What's happening out there? Is the market growing? Shrinking? Moving?
• Are there new competitors out there? What are they doing? Offering?
• Are there new opportunities out there to develop partnerships?

If the marketplace has changed, you need to modify your efforts.

3. Analyze your CUSTOMERS.

• Who were they and why did they buy your products? Where did they go?
• Who are they now? Are they in a different area to access?
• Have their lives changed? More money to spend? Less money?
• When was the last time your reached out to your current clients?
• When have you talked to your past clients?
• When have you re-approached the prospects who got away?

You can always plan to retain and extend your clients. And get new ones too.

4. Review your COMMUNICATION.

• Did your access routes (advertising) to your customers change?
• Has your media changed? Newspaper/Magazine/Radio into Web/Groupon/Patch?
• Are you varying your messages? Different packages/price points?
• How do you talk personally with your customers/prospects?

The message is the medium and the medium has changed.

What else do you do to help you review your marketing?

Want Success? Be A Giraffe.

Most executives and business owners tend to keep to themselves. Of course they go to meetings. They interact with their clients. They even give a presentation or two. But they feel they're work or product will ultimately deliver the success, money and notoriety normally associated to hard workers.

Well — each of these is not enough. You need to be a giraffe.

You need to stand out from the crowd. Be noticed. Have your work seen by the right people at the right time. Stick your head into the trees and grab those tasty leaves.

You need to MARKET yourself. Now how do you do it Rich?

Here are some tips:

Think strategically and broadcast your ideas. Stop messing with all the tactical stuff all the time — think what is going to happen with your company, marketplace, product 6 months, 12 months, five years in the future. Brainstorm with others about what you're thinking. Put a presentation together and present it to people who matter. Get those creative juices flowing!

Stick you head above the cubicle once and awhile. Look around — what's happening in your office, in your neighborhood, your marketplace, the world? If you worked for bookstores, record shops, newspapers . . . you should have seen this coming YEARS ago. But most people stick their heads in the sand. Start using your peripherals — who's moving up, who's going out of business, who's getting fired, who's making the big bucks?

Go where the important people go. This is a big one — mingle with the big boys and girls. If you are an executive, have lunch with them — see how they think, tell them your ideas, mingle! If you own your own business — stop trying to go through intermediaries to get your next client or customer. Go where they go and mingle with them! If you are targeting high-income earners — hit charities, country clubs, salons, gyms — anywhere they might be.

You need to get off the ground and start sticking your head into the clouds. Start thinking and acting that way!

What do you do to be a giraffe? How has it been successful to you?

This has been another installment in my ongoing series, “Are You A Catalyst?” — today’s focus is how stand above the crowd.

RUN OUT and Get This Book Today.

I LOVE Michael Port. Okay, I've never met the guy, but I do love his book. When I run into a good business book (and there are a lot of stinkers out there), I promote it: The man is a genius. He not only develops and publishes the bible on "Book Yourself Solid", in it, he links to a workbook which is a very powerful way for one to really LEARN his techniques.

I am currently finishing up the book and I am frankly blown away with all the great ideas, tools, and practices he espouses.

First, he breaks up his book into three major sections (to allow my small adult brain to wrap itself around his philosophy):

• Your Foundation - he builds you up to allow you to take on the tasks he instructs you to accomplish.
• Building Trust and Credibility - the building blocks to allow you to get those key clients.
• The Book Yourself Solid 7 Core Self-Promotion Strategies - The seven activities that make things HAPPEN.

Let me get quite specific — here are some of the topics he covers:

• The Red Velvet Rope Policy - Only do business with clients that you really like (and need).
• Why People Buy What You’re Selling - The philosophy behind their actions.
• Develop a Personal Brand - Get specific on what you do.
• How to Talk About What You Do - Be a billboard and spread it to the world.
• Who Knows What You Know and Do They Like You? - Is your current biz model working?
• The Book Yourself Solid Sales Cycle Process - The basic process laid out.
• The Power of Information Products - What works, what doesn't.
• Super Simple Selling - How to sell.

He then covers in-depth:

• Networking
• Direct Outreach
• Referrals
• Web Strategy
• Speaking and Demonstrating
• Writing
• Keep-In-Touch

Bottom line — this book has numerous practical and achievable approaches for those that have an aversion to being sold to or look unfavorably towards the sales and marketing profession due to sorted bad experiences to date.

Pick this up today at Amazon. Michael's web site can be found here.

5 Ways To Guarantee A Great Job In Sales.

I have a lot of friends, colleagues, and clients who lost their job and quickly took up with an organization as an account executive. Unfortunately, when they were 'trained' and 'graduated', they found that it's a cold and cruel world out there. With the exception of their family and friends, they had to cold call all types of people to hawk their wares. And that's all they got from their company.

Here are the 5 (okay I lied . . . six . . . extra credit) tips that I relate to all of my clients when looking at any sales opportunity:

1. It must have a defined territory or product line. There are a million sales positions out there and most of them are not relegated to any type of territory or product line. The problem is that you will (not might, will) get overlapping salespeople hawking the same service or product to the same person or company. And that's a bad thing. It immediately communicates that the product is not interested in solving the company's problem, it's more interested in pushing its product. Any sales position worth its salt must have some sort of defined territory, client level, or product line.
2. It must have a current client base that is handed off to you to begin covering. This is basic sales management. When you take over a territory, product line, or client level, associated clients are apportioned to you. This gives you the running start that you'll need to maintain and excel at your new position. It also throws you right into the line of fire so you learn your craft and products quickly.
3. It must have past customers or clients that can be called on. Every good sales position has a number of prospects that got away or clients that have defected to the enemy. It's your job to go get them back. Unless it's a new company with new products. Then be wary — have them demonstrate planned success in your territory.
4. It must have an opportunity to cold call new clients. Cold calling is standard in any sales position — but it should never be the ONLY way you get clients. Any company that shoves you out into the blizzard with a bunch of hokey brochures to only cold call . . . BEWARE.
5. It must be with a company that spends big bucks on marketing, advertising and promotion. This is a big one. You will be swinging in the wind if your company spends too little or no portion of their budget on marketing. I've worked with many clients who have wondered why they've struck out selling a company's products when no one knows who they represent. For instance, would you buy an iPad without all of Apple's marketing and management of the media?
6. It must have some type of salary base. Any offered position must be positioned as a win-win for both the employer and employee. When the employer takes no risk whatsoever and pays no base salary, they have nothing to lose. But YOU DO. Get them to take a bit of risk too.

Now one opportunity might have some of these offerings and some might have all. Bottom line — the more offerings you get — the stronger the foundation you will have to build a firm and successful sales presence. This isn't my opinion, it's a fact.

It Helps When You Talk To Someone.

I've been running my executive advisory and coaching practice for the past 10 years. I've never had a meeting like I had yesterday. Working with the marketing arm of the Rich Gee Group, called Nurenu Brand Marketing — BJ, Trevor and the crew took me through key thinking and planning that will help me move my business to the next ten levels!

I'm at the 'Critical Mass' stage right now - I have the foundational elements - I have the knowledge and experience — "we have the technology, we can rebuild him. We have the capability to build the world's first bionic man."

Over the next few months, you are going to see the Rich Gee Group hit new heights — all because of a single afternoon conversation. Now don't get me wrong, there will be a lot of action planning, activities, tasks, sweat and tears — but it all started with a Conversation. Thank you Nurenu!

Who can YOU talk to? Who do YOU bounce ideas off of? As I say: "One conversation can change your life!"

4 Ways to Use "Pull" to Increase Your Success

A friend had just received an inscrutable error message. Err = 8008, it read, entirely unhelpfully. What mysterious problem was there this time? He'd set his heart on the fourth season of HBO's hit series Entourage that evening, and now the download was stalled.

By John Hagel III, John Seely Brown, and Lang Davison at HBR

Then he realized: What if he Googled the error message? Sure enough, an answer was to be found on the Apple support wiki, and soon he was watching season four on the family laptop.

It's a small example perhaps. But it's symbolic of powerful new abilities individuals have acquired in the world of pull. These play out at three levels. The first enables us to access what we need when we need it — as when we transform previously annoying error messages into vital information. Particularly on the Internet, many of us have already begun to take this first level of pull for granted.

But what if we don't have an error message to enter into a search engine? As the big shift takes hold, and the world becomes ever less predictable, many times we're no longer certain what to look for or what questions to ask. That's where a second level of pull becomes more useful: the ability to attract people and resources you didn't previously know existed. Some percentage of these, once you encounter them, turn out to be relevant and valuable — just what you were looking for. This level of pull works through serendipity rather than search. Social networks are prime spots for serendipity to play out as we unexpectedly encounter friends of friends or even total strangers that ultimately prove to be helpful.

The first two levels of pull — the ability to access and attract — are ultimately static. They assume that the people and resources we need already exist and that the challenge is to find or discover them. Yet each of us may need to further develop our own personal and professional skills before we can even recognize how best to access and attract what we need and want. Said differently, we need to master a third level of pull — the ability to pull from within ourselves the insight and performance needed to achieve our potential and help other people do the same.

What follows are four broad ways each of us can use these three levels of pull to increase our personal success:

1. Make your passion your profession. Do you love what you do? In today's economy just having a job is cause enough to be thankful. But the pace of change keeps none of us safe: a more uncertain world requires working harder to keep our professional skills competitive. Since most of us put intense effort only into those things that provide us meaning and emotional engagement, we must make our passions our professions or the world will pass us by.

2. Expand — and engage — the edges of your social network. You're probably on Facebook, LinkedIn, or some other social network by now. But how adventurous are you there? Serendipity works best when we extend the edges of our social networks. People on these edges represent "weak ties" connecting us to new insight, experiences, and capabilities that provoke us to improve our own game. Over time, these edge connections become part of our core network, transforming that core in deep yet unexpected ways.

3. Participate in spikes. As we begin to pursue our passions, something remarkable starts to happen. While a few of us will choose to remain in, or even migrate to, remote geographic areas because of our passion for certain physical locations, many more of us will be drawn to emerging spikes of complementary talent in densely settled geographic areas. Social networks in virtual space will amplify the forces of pull being generated in spikes as our passions motivate us to seek out people who can help us get better faster. 4. Maximize return on attention. Hearing these recommendations, some readers will ask how any of us will have enough time to expand our networks and explore talent spikes. Aren't we time-constrained already? Yet by adopting new tools and services we can all improve our "return on attention" — the value we get in return for the time spent looking for what we want and need. Search tools help improve this value immensely. But serendipity tools may prove even more helpful as they connect us to people and resources we don't yet know exist.

What about you? Would you accept a "friend" request on a social network from someone you'd never met? In what ways have you noticed serendipity at work in your own life and career? Have you found ways to shape serendipity to increase the quantity and quality of unexpected encounters?

The Secret of 'The New Marketing' by Seth Godin.

This, in two words, is the secret of the new marketing. Find ten people. Ten people who trust you/respect you/need you/listen to you...

Those ten people need what you have to sell, or want it. And if they love it, you win. If they love it, they'll each find you ten more people (or a hundred or a thousand or, perhaps, just three). Repeat.

If they don't love it, you need a new product. Start over.

Your idea spreads. Your business grows. Not as fast as you want, but faster than you could ever imagine.

This approach changes the posture and timing of everything you do.

You can no longer market to the anonymous masses. They're not anonymous and they're not masses. You can only market to people who are willing participants. Like this group of ten.

The timing means that the idea of a 'launch' and press releases and the big unveiling is nuts. Instead, plan on the gradual build that turns into a tidal wave. Organize for it and spend money appropriately. The fact is, the curve of money spent (big hump, then it tails off) is precisely backwards to what you actually need.

Three years from now, this advice will be so common as to be boring. Today, it's almost certainly the opposite of what you're doing.

Catch Seth at his blog.

Grow Your Business Tweet by Tweet.

Entrepreneurs are finding the fast-rising microblogging site to be a useful tool for reaching out to customers. By Jeremy Quittner at Newsweek

Here's what happened when Chris Savage, the chief executive of Wistia.com, searched for the phrase "private video sharing" on Twitter, a social networking site. One post he found read, "A teacher requested a private 'video sharing' Web site so that specialists can observe student behavior—can anyone refer one?"

That got Savage's attention. He e-mailed back: "Still looking for a private video sharing site?"

Minutes later came the reply: "YES! It's the first request for one—thought I'd hit up my tweets before [I] go digging."

Savage: "Cool. You may want to check out Wistia.com. Full disclosure, I'm the CEO; -)"

While this exchange may seem a bit cryptic, Savage is one of a growing number of business owners to whom it makes an awful lot of sense. Savage frequently trolls Twitter looking for sales leads for his five-person, $1 million company, which makes software that facilitates video sharing through a private network. Although Savage has been using Twitter for only a year, it's already helped him find 12 new clients for his Lexington (Mass.) company. "This is a no-cost way of marketing," he says. Because Twitter provides a public forum, each post becomes a form of promotion as other users follow Savage's posts. "You are building a reputation; people can go back and look at your Web site and the quality of your content, and you are becoming part of the community," Savage says. Other business owners are using Twitter for market research and to keep an eye on customer service issues. BREVITY'S BRAWN Twitter distinguishes itself from MySpace (NWS) and Facebook by relying less on picture-laden profiles and more on posts of fewer than 140 characters, referred to as "tweets" or "microblogs." Twitter's simplicity is paired with a powerful search function that allows users to mine others' updates in real time for useful nuggets. "Twitter lets you stay on top of what is happening within your client base," says Chip Lambert, owner of Network2Networth, a business development consultancy in Phoenix. "You can look at conversations and reposition yourself, your products, and your services in a way that appeals to the market you are reaching out to."

An estimated 5 million people use Twitter, according to Cambridge-based Forrester Research. Twitter co-founder Biz Stone says businesses "that are not quite big enough to make an impact on the Web, or to spend resources there," have been some of the earliest users of the site. He says some San Francisco-based coffee shops and bakeries have sent tweets to tell their customers about specials or products they may be out of that day. One Los Angeles taco truck uses Twitter to tell customers where it will be that day. "Businesses use this as a hybrid between marketing and customer service," says Stone. "They use the Twitter Search to track mentions of their products and services and as a way to begin a conversation."

Like any online forum, Twitter may not be for everyone. Its immediacy and conversational nature make it a boon to those whose products and services may take a bit more explaining or back-and-forth. And it can be a time suck. "One of the major drawbacks is that [Twitter] is very addictive," says Savage, who has 800 followers and in turn follows just as many. He uses a popular add-on called Tweet Deck, which lets members organize messages by category.

GETTING STARTED Joining Twitter is easy and free. You create a user name and password, then log onto the site. (You can also sign up to have tweets delivered to your mobile phone.) Once inside, there's a big box at the top labeled "What are you doing?" While you could start by typing something as mundane as "I am drinking my coffee and checking out Twitter," you'll see tabs on the right that say "following," "followers," and "updates," enabling you to follow others whose posts you find interesting. Once you've been posting for a while, people follow you too. A certain viral element takes over, and soon you may wind up in the middle of a Twitter community with common interests.

You'll also find thousands of irrelevant posts. "It is easy to get lost and sidetracked," says Lambert, who suggests entrepreneurs think strategically about how they might use Twitter. A mortgage broker, for example, could follow discussions people are having about new tax credits, learn what advice they're getting and which sites they're linking to, and then compose a suitable message to address them.

The viral component of Twitter has helped Andra Watkins, founder of Positus, a consulting firm based in Charleston, S.C. She joined Twitter about six months ago, and at first found it a bit daunting. "I did not grow up using these tools and it has taken me time to develop the voice and approach," she says. Still, she has built a following of 600 Twitterers—friends, colleagues, bloggers, and potential customers. She in turn follows about 600 other people, including a group from her home state of South Carolina—85% of whom she figures could help bring in business. She also follows influential bloggers and those with large Twitter followings, in hopes of establishing a dialogue with them, and keeps tabs on her competitors. Watkins sometimes sends out tweets that have nothing to do with her business, such as a few complaining about exercise. "It makes me more approachable," Watkins says. In the past six months, she's found 10 new paying clients through Twitter.

Other business owners, like Michael Coffey, chief executive of BlueCotton in Bowling Green, Ky., are using Twitter to enhance customer service. The 25-employee, $4 million company lets customers design their own shirts online. For the past two months, two of Coffey's factory workers have used iPhones to snap pictures of completed shirts, and then to send photo tweets to customers right before shipping. "Customers have some anxiety when they purchase shirts online," Coffey says. The tweets help alleviate those concerns—and have won new customers who spot the designs on Twitter. "Having people follow BlueCotton is a feather in our cap," Coffey says. "It helps create real fans of the company."