Sunday, August 17, 2008

Corporate Consistency

A business can be defined by the same character traits that are typically associated with an individual personality. A business can be bold, aggressive, compassionate, inconsiderate, caring, trustworthy, deceptive, cautious, or friendly. A business is often the reflection of the conglomeration of members, leadership, and an accumulation of character traits. If a company is large, the character traits may be influenced by years of pride of internal culture. If the company is small to medium, the character is often a direct reflection of the leadership or ownership of the company. Regardless of the size, a business is a collection of individuals and talents, and it is a collection of personalities that define the character of the company.

One of the most important character traits of a reliable company is consistency.

As with an individual, one measure of corporate consistency is to "practice what you preach", which means simply that actions are consistent with words. If a person says one thing, and does another, then it becomes rather difficult to believe anything that the person has to say. Failing to deliver on promises can undermine credibility and confidence. In extreme circumstances for business, intentionally misleading communications can be repudiated as false advertising. A somewhat less flagrant embodiment of the same practice is known as "bait and switch", to promise one thing and than change the offer after interest and commitment are established. Less obvious but equally devious manipulation of communication can occur during the negotiation process, or appear in "fine print" with the wave of a dismissive hand. Regardless of the circumstances, individual or corporate culture, words and promises that are not consistent with actions during the promissory stage are very likely to deteriorate after a commitment, contract, or sale. If the words are not consistent with actions before the sale, it is reasonable to suspect consistent inconsistency after the sale. Let the buyer beware.

Corporate consistency often exists between the dignity and respect afforded to internal employees and to clients. Organizations that foster a culture of respect and appreciation for the employees typically enjoy the same treatment of customers. Employees absorb the culture and environment of the organization and pass it on to customers through their own actions and communications. Employees that enjoy an environment of teamwork, appreciation, enthusiasm, and support, are likely to share this feeling and experience in their own interactions with customers. On the contrary, working in an environment of relentless pressure, fear, or individual insignificance, is also likely to be personified in customer interactions. It is important to share recognition and cooperation internally, as the attitude will be consistent with the external portrayal of the organization. If an employee is treated as an insignificant and easily replaced cog in the corporate machine, then the interactions with internal and external customers will be perceived as insignificant. However, if the employee if a perceived as a valuable asset, and individual accomplishments are recognized, then the employee is more likely to understand a sense of pride and ownership when interacting with internal and external customers.

Another significant measure of corporate consistency occurs in measuring the organization response to the inevitable peaks and valleys of business conditions. Businesses experience periods of growth, plateau, decline, and renewed growth, that may be the result of internal or external factors. During a period of decline, organizations may find it necessary to reorganize, restructure, or redefine the strategy to survive. A business that learns from the experience and incorporates this knowledge into the culture and planning for future growth is much more likely to succeed and experience continued growth when conditions improve. On the contrary, some organizations adopt a temporary strategy that is effective at controlling the decline and rebuilding business, only to jettison the changes when revenue begins to rejuvenate.

Some organizations become self-absorbed during periods of economic growth, and suddenly change the culture to customer-centric dedication only when panic arises from declining business conditions. The focus on customer requirements may stall the decline and create opportunities for acquiring new customers, and new revenue. If the organization does not absorb the learning from this experience, it may revert back to "bad behavior" of ignoring customer requirements when the business starts to grow again. Flip-flopping between embracing and ignoring customers based on economic conditions is a catalyst to spawn repeated decline, trapping the organization in a continuous loop of inconsistent behavior. When organizations get caught in this vicious loop, it is also likely that valuable human capital will be lost in the process. Some individuals will escape the cycle to find more suitable environments of consistent culture. Some individuals will remain, waiting for the cycle to come full circle for another temporarily palatable period, or simply bearing it because the individual is trapped by other obligations. It is far better to nurture a consistent culture, adopting learned behavior, and an environment that embraces continuous customer care. While external conditions may throw temporary challenges in the path of progress, maintaining a consistent dedication to the dignity and respect of employees and customers will solidify a strong foundation, and keep a direct course for unrestricted growth when external challenges pass.

Imagine a ship on the ocean. Each individual on the crew has a particular responsibility for the progress and performance of the ship. Although the members work on tasks independently, they must all work in unison for a common direction. If some members are raising sails, while others drop anchor as a result of inconsistent instructions, it is likely that problems will occur. It may be necessary to adjust the sails, or slightly adjust the direction, based on winds and external conditions. However, going in circles can severely limit the progress of the ship. Sometimes it is better to adjust slightly, or move slowly in a consistent direction, rather than completely change course and revert to going backwards. Keep a straight course, communicate accurately and effectively, and avoid the maelstrom of inconsistent actions.

Signs of a consistent organization:

  • Low employee turnover, high motivation and morale
  • High customer satisfaction, loyal customers
  • Customers can accurately state the culture of your company, and embrace it
  • Rapid growth after a "down" period of slow growth or decline from external factors
  • Growth after a period of decline exceeds previous successes, indicates indoctrination of learning and consistency

Signs of an inconsistent organization:

  • Employee turn-over occurs periodically in large numbers, indicates severe swings of internal culture
  • Constantly seeking new customers to replace the ones lost during the last cyclical change
  • Customers do business with you "in spite of the frustration of dealing with you"
  • Bait and switch tactics, promises change in mid-stream
  • Periods of growth seem to have predictably limitations, there is difficulty doing any better previous period of success

Which characteristics most exemplify your organization? If you are consistent in your words, promises, actions, dignity for internal employees, and respect for customers, then you be proud of your culture. You have something special, and sharing it with your customers is the same as giving them a gift. Even though the organization may experience some challenges during tough economic periods, or suffer through challenging competitive waters, you have limitless potential.

On the other hand, if your organization is personified by inconsistent behavior, then you must ask yourself if you can change it, of if you are most comfortable with this type of behavior for yourself. If the organization changes the level of commitment to customers and employees based economic conditions, how does this reflect in your level of commitment? What type of behavior best exemplifies your commitment?

Which characteristics best describe your vendors, suppliers, partners, and customers? Sometimes it is easier to observe and measure the characteristics of the other organization, affiliates, and customers. Sometimes it is easier to analyze those around us, and then reflect on the company that we choose to keep. Surround yourself with consistent and reliable people, vendors, partners, organizations, and customers. Business moves faster on straight rails than it does on winding roads. Surround yourself with those that you can rely upon, and see how quickly you can gain momentum with motivation.

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Words of Wisdom

"The quality of an organization can never exceed the quality of the minds that make it up."- Harold R. McAlindon

"An empowered organization is one in which individuals have the knowledge, skill, desire, and opportunity to personally succeed in a way that leads to collective organizational success."- Stephen Covey

"Quality is the result of a carefully constructed cultural environment. It has to be the fabric of the organization, not part of the fabric."- Philip Crosby

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"Vance Baldwin is in a highly competitive market, with increasing demands, and decreasing margins. Our organization has successfully achieved significant growth, year-over-year, by consistently delivering value added integration and cutting edge ease of use for our clients. Powered by technology, and an unquenchable passion for precision performance, the value that we provide is based on listening to our customers and developing the tools that enable them to meet their business objectives. Our clients also exist in highly competitive environments - we know it, we listen to them, and we respond. Being a trusted advocate is more than just a good idea, it is a business strategy that creates priceless differentiation, fervently loyal customers, and bottom line results. The Trusted Advocate: Accelerate Success with Authenticity and Integrity, is a must read for any business executive. This book belongs on the shelf next to Collins and Covey, and the practical principles should be applied across the organization. Put a copy in the hands of your employees to protect your customers and your profits."

Robert Coolidge
President
Vance Baldwin Electronics
An Encompass Group Affiliates, Inc. Company

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.

About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.

Strategy by the Numbers

The following is a simple step-by-step process for creating a strategic plan by the numbers. This is a ten step process that can be used by a group, an organization, or an individual. Print out the steps and prepare to organize your ideas into a tactical plan for progress.

1) Twenty-one questions

Brainstorm to make a list of the first twenty-one challenges that come to mind. This can be done as a group, or as an individual. Ideas should be based primarily on identified opportunities to improve, real current challenges, or competitive necessities. Brainstorming means a free flow of ideas, so do not discourage or debate the merit of any individual ideas until twenty-one items have been identified.

If you are experiencing difficulty in identifying a list of twenty-one issues or ideas for improvements, then try using a SWOT Analysis. The SWOT Analysis is a list of your strengths, weaknesses, opportunities, and threats. This can help to give perspective and spark some ideas, but may not be necessary to identify a quick list of twenty-one issues, obstacles, problems, and opportunities.

Once you have created a list of twenty-one suggestions, stop. The list is complete. The first twenty-one ideas that come to mind are the most important opportunities and the most relevant issues. Anything beyond the top twenty-one ideas is getting too detailed in the issues, and can wait for the next strategic planning session.

2) Assign a point value to your twenty-one ideas

Review your list of twenty-one potential issues and opportunities, and assign points based on the following criteria.

Assign one point to each idea that is important. Important means long term and lasting benefit that truly impacts or changes the business. Be honest about your assessment.

Assign one point to each idea that is urgent. Urgent means that the idea or improvement needs to be implemented immediately, because waiting would have catastrophic consequences.

Assign up to three points based on your determination of the benefit. Benefit can be measured as financial benefit, or customer satisfaction benefit, or some other metric of benefit. Whatever methodology is used to determine benefit, this same measurement must be applied to all twenty-one ideas. For example, if you choose to use financial impact as the measurement for benefit, then all twenty-one items should be measured by financial impact. Do not mix and match, as with measuring some items by financial benefit, and measuring others by customer satisfaction impact. The metric should be the same for all ideas. The value of three applies to significant realistic benefit. The value of two applies to significant benefit, but not really sure if it can be achieved. The value of one applies if the benefit can probably be achieved, but may not be significant. If the benefit is not significant, and not likely to be achieved, then it is reasonable not to award any points for the idea, and move on to the next idea on the list.

Assign up to three points based on your ability to affect change, implement the idea, or address the issue. If you are absolutely certain that this is within your control to do, then assign a value of three. If you feel that it can be done with some concentrated effort, then assign a value of two, If it can be done, but requires resources, investment, budget, or other assistance to get the job done, then assign a value of one.

Add up the points assigned to each idea. Now you have a score for each suggestion,

3) Pick the Lucky Seven

Sort and prioritize the ideas based on the total score for each suggestion, from high score to low score.

The seven ideas with the highest points are the lucky seven that will get your attention. In the event of a tie score, agree on the final seven. Review the final list one more time and confirm your top seven priorities. The other fourteen ideas are really good suggestions, and may be the starting point for your next strategic planning session. For now, we will only focus on the top seven.

4) Ask the Five "Why's"

One by one, for each of the lucky seven selected ideas, ask the question "Why" five times. First, ask, "Why?" When you have the answer to that question, ask the same question about your answer. For example, "This idea will help me improve customer satisfaction." "Why?" “Because this is something that customers are always asking for." "Why?" "They are frustrated by not knowing what to expect." "Why?" "They have no visibility to our schedule, status, or progress." "Why?" "Our ETA is not always the same. We cannot communicate an expected completion date, and there is no method to give them updates." "Why?" "Creating a way to give updates would have some development cost, and it would take time to design the customer interface."

Some individuals may become frustrated asking "Why" five times. The reason that it can be frustrating is that the answer may appear to be abundantly clear as common sense. Even though the answer may appear obvious, it is still beneficial to ask the question, and dig a little deeper into relevance and root cause. In the example above, it is not enough to know that the idea will improve customer satisfaction, but by asking the question "why" five times, it created some additional clarity with regards to the real customer value and the real underlying obstacles. Practice asking the question "why" five times, even if you need to slightly adjust the question or the answer to give yourself an opportunity to dig a little deeper into each idea.

When you have completed asking the question "why" five times for each question, it is time to asses your lucky seven ideas. After this further review and assessment, you can decide if you want to work on all lucky seven opportunities and issues, of if you want to work on just a few of them. The magic number that you choose is based on what you feel that you can handle, based on your assessment of each opportunity.

5) Assign your METRICS

Measure Everything That Results In Customer Satisfaction. Identify two primary metrics for each of the ideas that you have selected to pursue. These two primary metrics will be the method to compare past history, and future success. Things that get measured get done.

The first metric is based on the goal that you wish to impact or achieve. Metrics must be tangible items that can be measured with a numerical, financial, or date assignment. For example, a reasonable metric is to reduce cost, increase revenue, increase profit, decrease hours or time to complete a task, decrease time to obtain a response, increase production by a predetermined percentage, etc. If it is a good idea, then find a way to measure progress and assign a goal.

The second metric is based on a measurement that could potentially be adversely affected by the attainment of the goal for the primary metric. For example, if the primary metric is to reduce time, a secondary metric may be to measure the associated cost to achieve the goal. If a primary metric is to reduce price, a secondary metric may be to measure the impact to quality as determined by number of defects. Consider the potential undesired consequences of achieving your primary metric, and assign a secondary metric as your control. The combination on these two metrics will greatly enhance your success.

6) Create your schedule

Identify key tasks and milestones associated with your ideas and implementing improvements. Perhaps you have commitments for dates, or a fiscal period that must be accommodated. Perhaps you are in a competitive race for the solution. Perhaps you have an idea of the project plan and key milestones for implementation. Use your judgment to assign a tentative schedule for achieving your metrics. The schedule may be subject to change upon further review, but it is important to recognize important commitments and establish expectations.

7) Do it

Create a plan for each objective and implement it. The process for creating an implementation plan for each idea is distinctly different from the strategic planning process.

8) Measure it

Measure your results, both the primary metric and the control metric. How did you do compared to your goal?

9) Learn from the experience and make adjustments

Use the knowledge that you have gained from the experience as a review before beginning the next strategic planning session. It may create new opportunities, and it may help to refine your perspective for other ideas.

10) Go back to the first step It is time to start planning again

Wash, rinse, and repeat.

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Words of Wisdom

"There is a theory which states that if ever anybody discovers exactly what the Universe is for and why it is here, it will instantly disappear and be replaced by something even more bizarre and inexplicable. There is another theory which states that this has already happened."- Douglas Adams

"Why be a man when you can be a success?"- Bertolt Brecht

"An economist is an expert who will know tomorrow why the things he predicted yesterday didn't happen today."- Lawrence J. Peter
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"John has been a tremendous resource for our company in helping us put together a solid strategic plan to enhance our selling efforts. His knowledge of the customer, their process, and our contact strategy has provided advice that has catapulted our chance of closing this sale. His follow up has been world class and he has the utmost integrity that the end client and partner are both going to benefit from the relationship."

Curt M. Bimschleger
Executive Vice President, Business Development
Accent Marketing

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.

About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.

Implementing New Technology

There are amusing and horrific stories of the trials and tribulations associated with the transfer of technology, and the implementation of new systems and architecture. There are lessons that we can learn from those who have blazed the trails before us, and those who have been burned by the blaze. Get your fingers ready to count the five fundamental considerations for implementing new technology.

What we learned from Oracle

"The original plan was to transition the existing IT infrastructure to Oracle over a period of three months. It is three years later, and we think that we are almost done with our Oracle implementation." Does this sound familiar? if so, you have plenty of good company. Oracle is a powerful engine. It is high octane, scalable, and has flexible object oriented architecture to allow continuous growth and integration. So, what went wrong?

Quite often, in the eager anticipation to install the latest and greatest engine, the other parts of the car were forgotten or overlooked. Sure you have a powerful new engine, but your steering wheel is gone. It was replaced by a series of point and click drop down boxes to precisely instruct the car to turn at a specific angle. Do you want to make a 30 degree turn, a forty degree turn, or a 90 degree turn, right or left? Simply choose the appropriate item from the drop down menu and you will have the exact turn that you desire. Gone is that old fashioned and inaccurate steering wheel that required manual intervention and guidance to gradually adjust the turn in process, and installed is the precision turning device that is managed by your mouse. The problem is, nobody mentioned that the new steering mechanism was sold separately, and would take another six months to program. Nobody mentioned that everyone responsible for driving the car would have to learn a new steering methodology, lose the ability to make manual adjustments along the way, and need to learn to be more predictive and accurate in the selection of the accurate turn. Adjustments can be made along the way to correct a turn, with more point and click menu selections, if necessary. The extra time, design and development costs, and employee training are sold separately. You see, Oracles sells that powerful engine, not the steering wheel.

Does that sound funny or familiar? If it sounds familiar, then the humor is bitter-sweet. If it sounds ridiculous, then you have not experienced it yet. The steering wheel is only one example. Once the steering mechanism is programmed and put into place, then the other discoveries begin. That powerful engine comes with a speedometer and tachometer, so you can see your performance and the RPM of the engine. Isn't is exciting to see that you have only partially tapped into the incredible power of this magnificent Oracle engine? Unfortunately, if you rely on other dashboard devices like signals for turns, air conditioning, or a radio, then you have to build these things yourself. After all, the engineers of the engine realize that you turn on different roads than everyone else, you have personal preferences for your climate controls, and you have personal preferences for terrestrial or Sirius satellite radio stations. Therefore, you need to build the point and click objects, menus, and radio buttons to accommodate your personal preferences, and all the possible variations thereof. Someone forgot to mention that all of these functions and amenities need to be custom designed for each driver.

Once the common dashboard and control devices are designed, developed, and implemented, then the next wave of discovery begins. The old buttons, knobs, and dials are gone. Everything has been replaced with the convenient control of a single device, your mouse. That seemed like a wonderful convenience when it was first described to you. All of the controls are at two fingers on one hand. Once you are past the pain of installing all of the other controls at additional cost, it occurs to you that it might be a little complicated to switch between steering the car, sending a command to roll up the windows, turning on the air conditioner, selecting a radio station, and signaling your turn, all at the same time with one device. All of these things require a different set of menus, so you need to choose your work stream very carefully. Otherwise, you may run into the back of a truck while trying to turn off the heater, and turn on Howard Stern. Just then, it begins to rain, and you realize that the windshield wipers have not been coded yet.

Dear Larry Ellison, please forgive me if my sense of irony has inadvertently presented what could be perceived as an unflattering commentary. It is merely intended to make a point about proper planning for transition of technology. After all, you do build a beautiful engine.

So, what should we do?

1) Be Aggressive

It is appropriate to be aggressive when implementing new technology that provides a competitive edge. The competitive edge may be related to overall system performance that empowers employees to become more productive. A competitive edge may be a utility that empowers clients and customers to become more self-sufficient, like installing the ATM machine outside the bank for customer self-sufficient convenience. The competitive advantage may integrate multiple functions, partners, or streams of data that allow for more intelligent decisions or effective business. If the implementation, integration, or transfer to new technology is going to have a substantial and measured competitive advantage, then be aggressive about the pursuit of technology.

2) Be Cautious

If the transfer of technology touches upon the core competency or revenue of your business, then be cautious about making any significant changes. This does not mean that you avoid improving technology. It merely implies that it is appropriate to be more cautious in studying the ramifications and ancillary applications which may be impacted by even a subtle change to the code. There are horror stories from companies that implemented seemingly innocuous changes to billing, and then failed to produce invoices or statements for the clients. During this period of the transfer of technology, revenue was suddenly reduced. The result created financial hardship for the billing company, and for the disgruntled customers who suddenly received several months worth of accumulated billing once the invoicing system issues were resolved. Not only was this an impact on cash flow during the interruption in billing, but it impacted the relationship with the clients as well. Be aggressive about competitive opportunities to grow your profit and performance, but be cautious when it comes to implementing changes that may impact your core business offerings, clients, or billing.

3) Be Quick

Be quick to implement minor changes, and carefully monitor the impact. When it come to performance enhancement, internal suggestions for simplifying routines, or improving the customer experience, do not delay. Design the small changes, test the changes thoroughly, and create a schedule to consistently roll out enhancements. Quite often, the little enhancements have the biggest impact to business performance.

4) Be Slow

When it comes to major changes in the architecture or systems that sustain your business, be slow in implementing change. Frequently, the core architecture and functions of the business are the most efficient and streamlined. The processes that get the most use are the ones that get the most attention, and are often the most highly evolved. Unfortunately, these are also the processes that typically are selected for the first priority when it comes to implementing a transfer in technology. On the contrary, avoid the allure of focusing on familiar ground, and preserve the primary processes until the transition has been tested on some of the more complex, and less often utilized, utilities. By focusing development on the most complex and least used functions, there is tremendous knowledge to be gained by the experience, and the least amount of impact to the business. There are too many horror stories of companies that eagerly transferred the main processes, and then spent months or years working out the bugs that could have been identified by developing a much less needed or impactful part of the process.

5) Be Safe

There is no better time to address the vast array of potential security needs than during the design, development, and implementation of new technology. What personal data to you manage, process, forward, or store? This is not limited to credit card transactions or bank account numbers for wire transfers. Somewhere in the enormous archives of data, you are probably holding precious private information on every one of your own employees. Employee records contain social security numbers, bank accounts for direct deposit, names and addresses, and possibly even reference to medical coverage. Quite often we think about the pipeline to our customers, and forget about the goldmine of private information inside our own facilities. Don't we owe the same protection to our own employees?

Privacy data can include medical records, financial records, and personal information. Driver's license numbers, credit card numbers, or even matching email address with telephone numbers, are all potential risk to privacy. The threat is not limited to how people access the information from the outside, or the number of firewalls that you put into place. The threat is also from the inside, and what kind of information is available to employees and associates. How easy it is to look up client records and download the information to a thumb drive? How easy is it to copy the entire company database of customer information, account information, or intellectual property? What would it be worth to a disgruntled employee to take valuable client information to a competitor?

There is no better time than the present to have a security expert evaluate the potential breaches of privacy in your organization. If you have customers, credits cards, customer accounts, client information, intellectual property, financial information, medical information, or employee information stored electronically, accessible on a network, or printed in files, then it is time to consider security.

If you are in the midst of preparing for a technology transformation, design, development, integration, or implementation, then it is the perfect time to review all of the related documents with a security and privacy expert. If you are organizing all of this information, then why not take advantage of your efforts to protect your customers, your employees, and your business? Executives and management are increasingly being held responsible for ignoring or overlooking the potential security breaches in their respective organizations, both from protecting customers from external threats, and for controlling the actions of disgruntled employees. Mitigate risk to the company, and the executives of the company, by taking appropriate and reasonable precautions for expert analysis, controls, and privacy.

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Words of Wisdom

"Technology is dominated by two types of people: those who understand what they do not manage, and those who manage what they do not understand."- Putt's Law

"For a list of all the ways technology has failed to improve the quality of life, please press three."- Alice Kahn

"There is an evil tendency underlying all our technology - the tendency to do what is reasonable even when it isn't any good."- Robert Pirsig

"Humanity is acquiring all the right technology for all the wrong reasons."- R. Buckminster Fuller

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"As a successful business professional for over 25 years and having worked for large corporations to start-up operations, the one common thread I've found for success is to understand your values and always do the right thing for your clients and colleagues.
The book by John Mehrmann, The Trusted Advocate: Accelerate Success with Authenticity and Integrity, does an outstanding job of articulating what most successful sales and business professionals inherently understand - that people want to do business with those they can trust and are looking out for their best interest. People know when they are being "sold" vs. working with someone who takes the time to understand their needs and is looking to develop a long term relationship. Most sales training books emphasize technique and process. The Trusted Advocate: Accelerate Success with Authenticity and Integrity takes it to the next level, starting with understanding yourself and your values and guiding you to become exceptional by doing the right things. I recommend this book to anyone that has the desire to excel and improve their professional relationships. It might even help your personal relationships..., "

Eric Nelson
President
Secure Privacy Solutions
http://www.secureprivacysolutions.com/

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.

About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.

The Trusted Advocate, Book Signing at the Los Angeles Times Festival of Books

John Mehrmann, author of 'The Trusted Advocate: Accelerate Success with Authenticity and Integrity', will join a prestigious group of local authors from The Greater Los Angeles Writer's Society, at the 13th Annual Los Angeles Times Festival of Books. Authors will have books
available to autograph for attendees.

The 13th Annual Los Angeles Times Festival of Books presents a rare opportunity to meet several local authors, and obtain autographed copies of their works.

The 13th Annual Los Angeles Times Festival of Books is the country's largest celebration of the written word. For one weekend, people who love books will gather with people who love to write. 140,000 attendees will join over 450 authors, and more than 300 exhibitors. It takes more than 900 volunteers to support the event, with more than 100 author panels. Admission is free, there is a fee for parking.

The Greater Los Angeles Writer's Society proudly presents a talented slate of authors in Booth 715. A different author will appear at the booth each hour, so be sure to check the schedule to collect limited autographed copies of featured novels.

John Mehrmann, author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, and contributor to 101 Great Ways to Improve Your life - Volume 3, is a freelance writer, speaker, and Vice President of Business Development at ZSL Inc. The Trusted Advocate: Accelerate Success with Authenticity and Integrity applies modern management techniques and leadership skills to the sales. Each chapter is a self-contained topic that can be referenced independently, or as a step in a linear process. This presents a wide variety of concepts, with a central theme of developing individual talents, and building stronger relationships with clients through ethical business practices. The ultimate result of the process is a sense of greater satisfaction, self-fulfillment, and successful sales. The Trusted Advocate: Accelerate Success with Authenticity and Integrity is recipient of the coveted Publisher's Choice Award from iUniverse, for editorial integrity and outstanding design quality.


John Mehrmann, and his wife Tiffany Mehrmann, are residents of Orange County, California. Prior to joining ZSL Inc, John Mehrmann served as the Regional Sales Director for Data Exchange Corporation in Camarillo, California, and as Director of Service Operations for Toshiba America Information Systems, Inc in Irvine, California.


Tiffany Mehrmann is an International Previews Property Specialist at the prestigious Newport Beach Newport Center offices of Coldwell Banker Previews International. With her vast knowledge of the marketplace, Tiffany is able to provide top quality service to buyers and sellers in all price ranges. As a licensed Agent, Tiffany is widely respected throughout the community, and takes pride in offering the highest level of service available. Tiffany Mehrmann uses a wealth of knowledge from prior experience as a Mortgage and Loan Agent, Vice President of Business Development, and Director of Marketing.


Matthew J. Pallamary's first book, The Small Dark Room Of The Soul, is in its second printing, and has been mentioned in The Year's Best Horror and Fantasy. His historic novel of first contact between shamans and Jesuits in the 18th century South America, titled, Land Without Evil, has received rave reviews along with a San Diego Book Award for mainstream fiction. Pallamary received Man of the Year 2000 from San Diego Writers Monthly Magazine, and he is presently under contract to write an original screenplay.

Joan A. Friedman, Ph.D is an identical twin who has over thirty years of experience as a psychotherapist specializing in the treatment of twin-related issues. Friedman's new novel, Emotionally Healthy Twins, is a comprehensive guide on how to raise twins who are self-realized and distinct individuals.

Tony N Todaro is an author, brand strategist and creative consultant. His novels include True Light, and Nexus of Swords, in the Lightriders Saga series, and the forthcoming What Comes Around.

John M. Weiskopf is an author and teacher. His first novel, The Ascendancy, was recently published by iUniverse, where it received excellent reviews and sold out at several Barnes & Noble retailers.

Sheila Finch is on the Board of Directors of the Science Fiction Writers of America, and teaches writing in her workshops. Obstacles associated with language would surely result from first contact with an intelligent alien, but not with the linguists in The Guild of Xenolinguists, published by Golden Gryphon Press.

Enilde Ginger Ingels-Van-Hook is the author of The Kingdom of Nuts and Bolts, a story about families living in Argentina in the 1930's.

Sandra Walter is author of The Creator State, a provocative novel about a group of Chicago actors who discover a unique state of consciousness.

Dr. Maxine Thompson is the owner of Maxine Thompson's Literary Services, and Black Butterfly Press. Dr. Thompson is author of The Ebony Tree, No Pockets in a Shroud, Short story collection, and A Place Called Home.

Leslie Ann Moore is a native of Los Angeles. Her first published work, Griffin's Daughter, is a novel of romantic fantasy.

Robin Reed's first novel, Xanthan Gumm, is the second book in a series scheduled to appear in late 2008.

Mike Robinson is the author of seven novels and two collections. His subjects often touch on philosophical and psychological issues with an undercurrent of the fantastic. Mike is a resident of Los Angeles.

Barbara Schnell's debut novel, First Year, follows a young Los Angeles actress, as she recklessly marries a visitor and follows him to South Dakota. Guaranteed to generate smiles, this break-out novel embraces stereotypes in a universally entertaining and engaging way.

Sponsors to the 13th Annual Los Angeles Times Festival of Books include Target Stores, Borders Books, Ticket Master, Time Warner Cable, Ghirardelli, Sprint, KRLA 870 AM, KOST 103.5FM, KJAZZ 88.1FM, KABC Talk Radio 790, 97.9 RAZA, KDLE Indie 103.1FM, KTLA5, Hoy, KPFK 90.7FM, KCRW 89.9FM, and
SouthAfrica.Net

Executives Find Hope in a Slow Economy from One of the Best New Business Books of 2008

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is receiving exceptional reviews from business executives, and changing business from the inside out.

The economy may have slowed for some, but executives who have learned the secrets of The Trusted Advocate are enjoying continued success.

Survival in a slow economy demands that companies maintain the loyalty of existing customers, while growing business with new customers, sometimes at the expense of the competition. Inspired by true events, and filled with stories to illustrate the process, The Trusted Advocate: Accelerate Success with Authenticity and Integrity is a blueprint for success.

“The Trusted Advocate: Accelerate Success with Authenticity and Integrity, by John Mehrmann, is not just a blueprint for sales success, it’s a blueprint for success in general.” Said Frank Niglia, Manager of US Consumer Affairs. “These concepts can be applied across any industry. A must read for anyone looking to take themselves to the next level.”

Each chapter of The Trusted Advocate: Accelerate Success with Authenticity and Integrity is designed to contain a story inspired by real events that shape common business and life challenges. The stories are supplemented by reflections on the theme, providing additional insight into the concepts and processes. Each chapter contains a short activity to personalize the theme for the individual business environment of the reader.

“Vance Baldwin is in a highly competitive market, with increasing demands, and decreasing margins. Our organization has successfully achieved significant growth, year-over-year, by consistently delivering value added integration and cutting edge ease of use for our clients. Powered by technology, and an unquenchable passion for precision performance, the value that we provide is based on listening to our customers and developing the tools that enable them to meet their business objectives. Our clients also exist in highly competitive environments. We know it, we listen to them, and we respond. Being a trusted advocate is more than just a good idea. It is a business strategy that creates priceless differentiation, fervently loyal customers, and bottom line results,” said Robert Coolidge, President of Vance Baldwin Electronics.

“The Trusted Advocate: Accelerate Success with Authenticity and Integrity is a must read for any business executive,” said Robert Coolidge. “This book belongs on the shelf next to Collins and Covey, and the practical principles should be applied across the organization. Put a copy in the hands of your employees to protect your customers and your profits.”

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available online from Amazon.com, Amazon. ca, BarnesAndNoble.com, Borders.com, and many other fine Booksellers online.

For more information on The Trusted Advocate: Accelerate Success with Authenticity and Integrity, please visit http://www.Trusted101.com

The Trusted Advocate Receives Five Star Rating on Amazon

Can a book about business become a life-changing experience? This one does. Customer reviews on Amazon award highest accolades for The Trusted Advocate: Accelerate Success with Authenticity.

The readers have spoken, customers praise The Trusted Advocate: Accelerate Success with Authenticity and Integrity.

“This rare book offers the finest advice on building lasting sales relationships. It focuses on the most important and most basic fundamentals of relationship building which is exactly what sales is all about. This book is not about gimmicks. It is all about doing the right things for the right reasons. A fascinating tool. It should be read and re-read often so that its concepts can always remain at the forefront of our minds,” proclaims Randy Whitehead, President of National Service Alliance.

National Service Alliance provides high performance solutions for after-sales support. The NSA system interconnects all supply chain partners involved with the support and repair of products. NSA clients have visibility in the current repair status of each repair and make strategic decisions based on that data. The dramatic improvements in the customer repair experience are not available from any other source.

“As a successful business professional for over 25 years and having worked for large corporations to start-up operations, the one common thread I've found for success is to understand your values and always do the right thing for your clients and colleagues,” said Eric Nelson, President of Secure Privacy Solutions.

“John's book, The Trusted Advocate, does an outstanding job of articulating what most successful sales and business professionals inherently understand - that people want to do business with those they can trust and are looking out for their best interest. People know when they are being “sold” vs. working with someone who takes the time to understand their needs and is looking to develop a long term relationship,” Eric continues.

“Most sales training books emphasize technique and process. The Trusted Advocate takes it to the next level, starting with understanding yourself and your values and guiding you to become exceptional by doing the right things. I recommend this book to anyone that has the desire to excel and improve their professional relationships. It might even help your personal relationships..., “

Secure Privacy Solutions enables mid-size companies to mitigate the risks of data breaches, and protect employees and customers from the devastating effects of ID theft. Secure Privacy Solutions works with clients to understand company values and goals, identify and prioritize potential risks, and develop a cost-effective privacy programs to protect individuals, companies, and customers.

Read more reader reviews at http://www.Trusted101.com

The Trusted Advocate Receives an Insightful Review by Kirkus Discoveries

Kirkus Discoveries proclaims that The Trusted Advocate, by John Mehrmann and Mitchell Simon, is useful advice for professionals looking to move to the next level of success.

“While the book is aimed at salespeople, professionals from many different industries will find the ideas and suggestions helpful and transformative,” according to the Kirkus review.

Kirkus Discoveries selects a limited number of new release books to provide independent and authoritative reviews. As a highly respected resource, Kirkus Discoveries carefully analyzes select new release books for content, style, genre, quality, and recognizably the highest standards in critical review. Kirkus Discoveries is a division of Nielsen Business Media.

The Trusted Advocate: Accelerate Success with Authenticity and Integrity, by John Mehrmann and Mitchell Simon, first edition release was published March 2008. The book has received numerous endorsements and accolades from executives and business professionals. The testimonials represent a diverse range of industries, geographies, and occupations.

"John Mehrmann and Mitchell Simon have packed years of experience into a single volume that provides fundamental advice for sales professionals,” states the review by Kirkus Discoveries. “The straightforward writing style is also accentuated with illustrative vignettes which exemplify the crucial aspects of successful sales.”

“The authors emphasize the importance of developing trusted relationships while pursuing a career in sales. They discuss topics such as preparation, networking, cold calling, designing strategies and effective communication, among others. Mehrmann and Simon address each subject with an eye toward developing integrity and reliability to lay the groundwork for a thriving business,” explains the Kirkus review.

“We are honored and delighted to receive this insightful review by the experts at Kirkus Discoveries,” said John Mehrmann, co-author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity. “The summary by Kirkus Discoveries demonstrates a keen understanding of the message and the method of delivery. The book is a blueprint for motivational personal transformation that achieves lasting success, rather than short term hit-or-miss gimmicks. The principles of for authentic success can be applied to any career and industry.”

Taboo Topics

Can avoiding taboo topics in communication have a critical impact on clients, partners, peer, family, and friends? How do candid conversations empower a trusted advocate?

What is the difference between a trusted advisor and a trusted advocate?

A trusted advisor supplies expert experience, education, and knowledge in exchange for a fee, compensation, or a sale. The advisor provides useful insight, and may help architect an appropriate solution for your individual needs, or to address your problems.

A trusted advocate invests expert experience, education, and knowledge in the interest of enabling you to attain your goals. The advocate applies insight, and is an active participant in building the appropriate solutions or tools to achieve your aspirations.

A trusted advisor can be a trusted advocate. The terms are not mutually exclusive. The question is, are you acting with authenticity and integrity for the obligations of your clients and partners, or are you just acting because your real obligations are for yourself?

A trusted advocate may be a vendor, contractor, business partner, colleague, or peer. The recommendations of a trusted advisor may result in a sale. The actions of a trusted advocate result in a relationship. The development of a network of relationships may result in sales, and will surely result in better opportunities. The relationships of a trusted advocate create opportunities for meaningful and unbridled communications, because the obligations between the client or advisor are more important than the risk of a reaction to the advice.

What are the benefits of open and unbridled communications?

If there is opportunity to conduct business, it is much more efficient to define the scope, limitations, expectations, risks, and rewards of the business commitments and transactions in completely candid and honest dialogue. This not only expedites the process, it also clearly identifies and addresses obstacles that may otherwise delay or stall negotiations. Candid communications enables all sides to share concerns, uncovering and addressing reservations that could otherwise explode at a later stage of the process. If the obstacles preclude any opportunity for immediate business, then it is certainly better to identify that fact early in the relationship, and to nurture the obligations until such time that the obstacles can be mutually resolved. The whole process is simplified when hidden agendas are removed, goals are revealed, and mutual responsibilities are aligned.

Do you have the confidence to participate in unbridled communications? A new survey by MFS Investment Management reveals that a vast majority of clients and advisors have a hard time talking about even basic issues. In speaking with a financial planner, 98% of clients and advisors responding to the survey revealed that they avoided topics like health problems and life expectancy. As a result, developing financial plans for lifelong security may be based on erroneous assumptions.

According to the survey by MFS Investment Management, the following percentage of financial advisors and clients avoided these taboo topics:

* 55% avoided discussing Life Expectancy

* 53% avoided discussing Health Care Issues

* 34% avoided discussing How Long Savings Will Last

* 34% avoided discussing Legacy Planning

As a client, what is the personal risk that is introduced when such critical taboo topics are politely avoided because the topic may be slightly uncomfortable at first? As an advocate for the client, how much more meaningful is the relationship when the personal financial advisor demonstrates the depth of obligation by addressing the most critical topics that could impact financial stability of the client in the years to come?

Review your own situation and your personal agenda. Are you comfortable in your conversations about the weather, and patiently avoiding the risk of a real conversation? Or, do you have the confidence to partake in a candid and unbridled communication about the topics that are most relevant to your clients, partners, peers, family members, and friends?

Candid communication does not mean confrontational or controversial contact. It does, however, occasionally introduce a temporarily uncomfortable situation when the parties involved in the dialogue are suddenly exposed with honesty and openness. Get to the heart of your clients and partners by getting to the heart of the conversation, and become a trusted advocate.

______________________________________________________

Words of Wisdom

"Let us overthrow the totems, break the taboos. Or better, let us consider them cancelled. Coldly, let us be intelligent."- Pierre Trudeau

"If indeed you must be candid, be candid beautifully."- Kahlil Gibran

"It is the advisor who suffers most from bad advice."- John Mehrmann

______________________________________________________"John earned Service Net's business by patiently educating Service Net about the logistics as an industry consultant, not as a representative of his company or interests. He's an asset as an industry expert, regardless of the company he represents. He's a "go to" person which I interpret as a "trusted advocate", not a sales person."
Dan Tafel
General Manager, National Sales
Service Net

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.

About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.

Airline Travel

Rising fuel prices have impacted airline travel. Be prepared, and adjust your plans accordingly.

Continental Airlines plans to slash 3,000 jobs and reduce domestic flights in an effort to reduce operating costs. The cuts include pilots, flight attendants, mechanics, administrative personnel, and management.

"These actions will help Continental survive the crisis," wrote Chairman and Chief Executive Larry Kellner, and President Jeff Smisek, in a letter to Continental's 45,000 employees. In a move to demonstrate a personal response and commitment, the executives also announced that they would forgo incentive pay for the rest of 2008.

It has been estimated that charges for fuel will be $2.3 billion higher in 2008 than in the previous year. Beginning in September, Continental will decrease capacity by 11%, and will remove 67 airplanes from the fleet by the end of 2009.

United Airlines announced 14% reduction of capacity planned for fourth quarter of 2008. United Airlines is cutting 1,600 jobs.

United Airlines said that it will eliminate Ted, the discount arm of the airline launched in 2004. Ted catered to leisure travelers with only coach-class seating, but in the spring of 2009, the 56 Airbus A320's will be reconfigured with first class seats and returned to the United Airlines fleet. At the same time, United Airlines will retire 94 Boeing 747's as unprofitable planes and routes.

Delta announced 10% reduction of capacity in the fourth quarter of 2008.

American Airlines announced plans to reduce capacity by 12% in the fourth quarter of 2008.

As oil prices continue to rise, airlines are forced to respond with fewer flights, fewer routes, less staff, more passengers per plane, and higher prices. Reduced capacity translates to fewer flights, and this means that many of the smaller airports may be the first to feel the pinch. While some travelers may have enjoyed the convenience of smaller airports for proximity or to avoid the crowds of large airports, the availability of flight options may be greatly reduced. Airlines simply cannot afford to move aircraft with empty seats, so expect full flights, or expect that route to be on the chopping block.

In an effort to increase the number of passengers per plane, flights that do not have enough passengers may be cancelled to combine passengers with other flights to the same destination. While many frequent flyers have experienced this interruption in travel plans in the past, it is likely to become commonplace while the airlines adjust to the new demands. When incomplete flights are combined, the result is typically an overbooking situation, which means more passengers than seats. As a result, some passengers may be temporarily stranded in a city overnight, pending an available flight the following day. Overbooking will become even more common as airlines endeavor to keep prices down by filling every seat on the plane.

What does all this mean to you?

Expect full flights. You will be able to tell your grandchildren about the days when you secretly counted the remaining number of individuals boarding the plane in hopes that you would have an empty seat between the window and aisle. Your grandchildren will think that you are making up stories when you tell them about the complimentary meals and movies that you enjoyed on the plane ride. One day the free meals and movies may sound as ridiculous as allowing smoking on a plane, imagine that.

Expect longer delays at security and check-in counters. Yes it is true, security is becoming more efficient, and automated check-in counters are intended to facilitate faster service. Nonetheless, as routes are consolidated and oversold crowds are consolidated into flight patterns that maximize the productivity of reduced staff to handle them, human traffic jams will occur. It is inevitable that consolidation will occur in the battle to control price increases, and in many ways the check-in lines will more often resemble the crowded lines at theme parks, mouse ears and all.

When possible, book direct flights. While this may be slightly more expensive than those connecting flights that enabled you to eat lunch in Houston and dessert in Orlando, it will also decrease your risk of spending an unexpected evening in Texas. When making your travel plans, consider the risk of an unexpected hotel and transportation in a connecting city, while your luggage goes on without you. Try to schedule your travel on morning flights, as opposed to the typical evening business flights, to allow greater opportunity for another flight without an overnight delay. If you do need to book a connecting flight, make sure that you have at least one hour between flights at the connecting airport. Remember that next flight boards thirty minutes before the scheduled flight time, which means that your seat could be on the roulette wheel if there is any delay on your original flight. Take responsibility to check your travel carefully when booking flights, and reduce your risks.

Allow some flexibility in your schedule, just in case you are delayed. Whether your travel is personal or professional, you will get where you need to go, eventually. If all goes well, you will arrive on time, and without incident. In the event that you are delayed, or your plans need to be adjusted, remember to always be courteous to the individual on the other side of the counter. Odds are that the staff member has lost many good friends and colleagues in the workforce reduction, and is now striving to do multiple jobs at once. Have compassion, for they are attempting to resolve the personal challenges for every passenger, every inconvenience, and every emergency that comes over the counter. Show your compassion, and you are more likely to receive a little in return.

As airline travel is impacted, it will have a domino effect on the rest of the travel industry. As prices increase, leisure travel diminishes, and routes are eliminated, so too must car rental companies adjust the inventory of available vehicles at appropriate airports. Consider booking your car well in advance, especially when traveling to a popular destination or busy airport. It will become more likely for car rental agencies to sell out.

The hospitality industry will also be impacted by decreased activity. Although this will be a delayed result, based on the adjusted number of travelers, the good news is that hotels may offer competitive discounts and incentives to retain loyal customers. You should sign-up for programs and be vigilant for special deals.

Those special airline rates for leisure travelers, and the last minute special deals for under $100, are likely to disappear. Prices for all seats are expected to increase, and fewer route options with fuller flights will mean that special discounts will be placed on the endangered species list. And for those hardy business travelers who have saved those frequent flyer miles in hopes of tropical vacation paradise, expect black-out periods and greater advance planning to use those miles in the crowded skies. If fuel prices continue to rise, consider your options to use those accumulated miles this year. Rising costs will force some airlines to introduce even more restrictions on the use of accumulated miles, since these free seats become a liability to cash-flow. Airlines have adjusted the policies on mileage in the past, and are likely to do it again in 2009. Your mileage may not be protected if your carrier of choice is forced to merge, be acquired, or enforce restrictions as a part of an economic reorganization plan. Take a break of the bad news of rising gas prices and fuel charges, and use your miles to go on a well earned vacation while you can still get the most for your miles.

It's not all bad news. If hotels offer special rates, you might find some nice local vacation packages before the end of 2008, and early 2009. Rising fuel prices, reduced routes, and prohibitive restrictions on air travel may encourage more businesses to use teleconferencing, VOIP, and other technology to collaborate over long distances. A little less travel may mean a little more time at home, and that is always a good thing.

______________________________________________________

Words of Wisdom

"The scientific theory I like best is that the rings of Saturn are composed entirely of lost airline luggage."- Mark Russell

"The saying "Getting there is half the fun" became obsolete with the advent of commercial airlines."- Henry J. Tillman

"Here's what I think the truth is: We are all addicts of fossil fuels in a state of denial, about to face cold turkey."- Kurt Vonnegut

______________________________________________________
"I have known John for the past 8 years. I have the highest regard for his business practices and consulting services. His optimism and follow-through are inspirational and places him in a unique class of entrepreneurs. He and his wife Tiffany are dedicated business leaders who offer valuable resources to all aspects of the business community."
- Tony Scudder, Owner, CCD Resources Inc

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.

About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.

Top Search Topics for Men

Statistics show that most men prefer using Internet search engines for quick advice on health related topics, even more than calling or scheduling time to discuss health concerns with a doctor. The following are the most frequently searched Men's Health Topics on AOL Search.

For your convenience, the following is a list of the top searched topics on Men's Health, and suggestions of related search topics for additional resources:

1. Prostate Cancer: For more information on this topic, try also searching the Prostate Cancer Foundation, and the National Cancer Institute

2. Urinary Tract Infection: For more information on this topic, try also searching the Mayo Clinic, and eMedicine

3. Insomnia: For more information on this topic, try also searching WebMD, and Stanford.edu

4. Hair Loss: For more information on this topic, try also searching the American Hair Loss Association, and Baldrus

5. Vasectomy: For more information on this topic, try also searching Urologychannel, and Medicinenet

6. Ulcerative Colitis: For more information on this topic, try also searching Gicare, and Digestive Diseases

7. Diabetes: For more information on this topic, try also searching the American Diabetes Association, and the National Diabetes Clearinghouse

8. Impotence: For more information on this topic, try also searching Erectile Dysfunction, and Seniorhealth

9. Prostatitis: For more information on this topic, try also searching the Prostatitis Foundation, and BPH

10. Indigestion: For more information on this topic, try also searching heartburn, and Acid Reflux

This article is not intended to provide or imply medical remedies. For medical concerns, you are encouraged to seek the advice of a doctor or medical professional.

In the meantime, the following are the top search topics for Electronics and Gadgets. This list is provided to give men an alternative list of things to think about, and to distract men from the list of most common health issues.

1. iPhone: For more information on this topic, try also searching Will It Blend?, and APPLE

2. iPod: For more information on this topic, try also searching iPod hacks, and All Things iPod at the ilounge

3. Computers: For more information on this topic, try also searching CNET, and How Stuff Works

4. Cell Phones: For more information on this topic, try also searching FDA and FCC, and Cell Phones for Soldiers

5. GPS: For more information on this topic, try also searching GPS World, and Global Positioning System

6. Nintendo Wii: For more information on this topic, try also searching Nintendo, and Wii's World

7. PSP: For more information on this topic, try also searching Gamespot, and Playstation Portable Cheats

8. TV: For more information on this topic, try also searching TV Guide, and LCD TV Comparison at Consumer Search, and Crutchfield Advisor

9. Digital Cameras: For more information on this topic, try also searching DP Review, and DC Resource

10. Blackberry: For more information on this topic, try also searching Black Berry Forums, and Crackberry

Now, with all those really interesting electronics and gadgets to search on the Internet, shouldn't we entrust our health issues to the medical professionals?

Men, what was the last month that you visited a medical professional for a consultation or yearly check-up? If you cannot remember the month, or the year, then it has been too long.

It seems that men are always too busy to take time for a yearly doctor's visit, because there are always so many other things to do. Take the time to search and purchase a new electronic gadget to take with you to the doctor's office, and learn to use it while you sit in the lobby or waiting area. Consider it your personal reward for that yearly check-up that you have been putting off for far too long. Take time to take care of yourself, and simultaneously give yourself a little time to play, because that contributes to good mental health.

Wives, encourage your husband to reserve a little time for a yearly health check by a doctor, not the Internet. If there are any concerns with the top ten health issues, then refer to the top ten electronics and gadget searches for motivation.

______________________________________________________

Words of Wisdom

"Women's liberation will not be achieved until a woman can become paunchy and bald and still think that she's attractive to the opposite sex."- Earl Wilson

"I feel a very unusual sensation - if it is not indigestion, I think it must be gratitude."- Benjamin Disraeli

"Formerly, when religion was strong and science weak, men mistook magic for medicine; now, when science is strong and religion weak, men mistake medicine for magic."- Thomas Szasz

______________________________________________________

"I don't have enough words in my vocabulary to express how John was an influential force in my professional and family life. He is a good listener and adviser. He takes his time to listen. He has shown me how to win the trust of our customers time and time again. I always admire the way he views his clients as close family members. I keep saying to myself, "TYPICAL JOHNNY", while reading his wonderful book." - Samson Eshetu, Director of Operations, Data Exchange Corporation

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.

About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.

Saturday, August 16, 2008

The Power of Niche Sales

Many successful organizations have survived turbulent economic conditions and fierce competitive environments by consistently nurturing a niche, and the loyal consumers in the niche community. It is possible to expand and grow business in addition to the niche. Unfortunately, several other organizations have lost their identities in an effort to copy the competition, rebrand themselves, or casually jettison a loyal constituency due to change in focus. Let's compare and contrast a few recognized examples.

You've got questions, we used to have the answers

There was a time when car audio enthusiasts would flock to Radio Shack for speakers, wires, radios, antennas, and a variety of other electronic components to install, replace, or upgrade the audio in old cars. This helped many transition from eight track tapes to cassette tapes, and cassettes to CDs. It also helped many to upgrade the basic systems that were originally installed in the automobile. Gradually the new models of automobiles that rolled off the assembly line had much improved audio systems. Demand for car audio upgrades diminished significantly, and the stores stopped carrying the components for do-it-yourself audio enthusiasts. However, the demand will remain as long as there are aging vehicles on the roads, and cycle as frequently as new technology is introduced. Broadcasting the availability of such components at Radio Shack could have been a way to retain this niche of automotive audio enthusiasts, and the ongoing sales, if Radio Shack had retained consistent to this commitment.

The car audio components are only one small part of a sweeping change that occurred at Radio Shack. The devoted tribe of Ham Radio Operators were suddenly without a resource, as Radio Shack virtually abandoned the product. In an effort to rebrand the company and become more like Best Buy or Circuit City, Radio Shack dropped many products and brands. Once known for wires, fuses, transistors, resistors, and all of the ingredients for electronic home cooking, Radio Shack stores replaced many of the component shelves with commodity consumer electronics like cell phones, televisions, and DVD players. The lesser known, and lower cost brand name products that once adorned the shelves, were replaced by the same brands that could be found in Best Buy or Circuit City. The once loyal customers of Radio Shack realized that the lesser known brands had actually been manufactured by the same factories that produced the famous brands, and did not mind paying a little less for a different label. After all, the loyal fans of Radio Shack were audio, video, and electronic enthusiasts, who proudly distinguished themselves from the flocks that followed brand names in retail stores. How bitter it must have been to bring questions, only to be betrayed as the Mecca of answers was turned to the dark side of commodity consumerism, brand names, and retail aisles.

Radio Shack enjoyed a period of rebirth and renewed revenue growth as a primary distribution mechanism for cell phones, and cell phone accessories. Indeed, for a period of time, it appeared that the rebranding and consumer retail strategy was working. The stores enjoyed significant profitability as demand for cell phones exploded. And then came the sweeping and devastating change, as cell phone companies began to open their own stores. Suddenly Radio Shack was competing with the cell phone companies, and competing with cell phone stores that could give away phones, accessories, or cherished free minutes. The Golden Age of cell phone dominance diminished, and the revenue disappeared with it.

Unfortunately, as the wave of cell phone dominance subsided, it revealed a very weak underlying commodity strategy that could not replace the revenue. Having introduced similar brands and products as Best Buy and Circuit City, the differentiation was gone. Why shop at Radio Shack for the same products, and less selection? That was a consumer question for which Radio Shack did not have any answers. Many of the devoted following of audio enthusiasts, Ham Radio Operators, and do-it-yourself home electronics experts had already been forced to find other resources. The niches had been lost, and as a result of not having anything to go back on, many stores were lost too.

The good news for Radio Shack is that it may not be too late to return to the Golden Age of Gadgets. The economy is cyclical, and we are in a period that many consumers would eagerly consider a lower cost, lesser known brand. As each generation continues to live longer, there is a growing appetite for niche products designed for different age groups. It is much easier for local stores to supply these niche products, if the local stores leverage a well executed supply chain solution to minimize inventory and maximize access.

Thinking differently

Let's contrast the Radio Shack strategy to the Apply way. Apple computer company has long been surrounded by fierce competition. The battle for market dominance has taken many forms, and used many allies. Operating systems, software solutions, accessories, microprocessors, and a host of other tactics have been used to wage this ongoing war of technology and formats. Despite overwhelming dominance of market for personal computers, the competitors have been unable to eliminate Apple. In spite of the competition, Apple has not only survived the bitter struggle, but is enjoying a magnificent period of renewed growth.

How is it that Apple could not be eradicated from the computer landscape? The most commonly recognized understanding is the fanatical loyalty of Apple enthusiasts. Graphic artists, musicians, and several paradoxically-challenged IT administrators remained devoted to the imperishable brand. Some of the devoted claimed loyalty for the stability of the operating system, and some for the utilities. With the introduction of the flavor-colored iMac computers, the loyal following surged with new masses who simply appreciated the ability to choose a color. The combined design and marketing campaign may have been as transparent as the colorful casings, but it was at least equally as effective.

Expanding on the foundation of success, Apple introduced the iPod. Once again, a tremendous flood of new and loyal believers converted to Apple. Even the traditionally proud Personal Computer devotees could be spotted with bright wires connecting them to their favorite iTunes. Apply quickly became the dominant force in personal portable audio entertainment. Even as new consumers contemplated converting to Apple, the company has never lost focus on the devoted and loyal followers that helped it survive and thrive. Even going so far as to partner with the perceived enemy of Intel, Apple has expanded technology, without sacrificing the operating system or any of the niche staples embraced by loyalists.

Not satisfied with returning to glory, or dominating the niche of personal portable audio entertainment, Apple used the newfound experience to aggressively attack another area of technology. Just as cell phones contributed to the second Golden Age of Radio Shack, the iPhone is a strong foray into the area of personal portable communication for Apple. Fortunately for Apple, the iPod niche remains strong, and the niche of devoted Apple computer users continues to grow stronger by the day. The iPhone may be a flash in the pan, or a long term strategic success, but in either case, Apple continues to expand niche support and a foundation for continuous success.

Question your niche, and think differently

You have a niche too, perhaps several of them. Your product, brand, or services have a following. It may be based on loyal consumers who appreciate specific features that you provide. It may be a niche following based on geographic region, age group, or some other demographics. The niche may be a result of association with a brand, as with Nike, Mercedes, or Polo. The niche may be the result of unparalleled services, as with the Automobile Association of America, or the National Service Alliance. In any case, identify and nurture your niche of loyal clients, because those customers are your foundation.

The necessity to support your niche is not limited to the consumer environment. On a much more personal level, you may be in a very competitive environment in your place of employment, in government, or in an association. Be aware of the niche of loyal constituents, friends, supporters, and followers who have a personal interest in your success. You should be equally interested and invested in the success of your supporters. This mutual awareness and continuous effort can result in a sense of loyalty and commitment that survives challenge, and is the future for your success.

PS - Good luck Radio Shack, and best wishes in the search to rediscover your niche. Your loyal consumers look forward to your next Golden Age of Gadgets

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Words of Wisdom

"The ability to focus attention on important things is a defining characteristic of intelligence."- Robert J. Shiller, Irrational Exuberance

"The key to realizing a dream is to focus not on success but significance - and then even the small steps and little victories along your path will take on greater meaning."- Oprah Winfrey, O Magazine, September 2002

"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."- Steve Jobs, BusinessWeek May 25, 1998

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"The only gripe I have with the authors of The Trusted Advocate is that they (or anyone else) didn't write and publish this book many years ago. Its fresh and almost revolutionary approach to its topic is decades overdue.

Some of us may start reading this volume somewhat skeptical about the authors' opening thesis that the way we are habituated to define "success" is entirely illusory. But any doubts will be quickly dispelled as their highly readable analysis of the inseparable relationship between real success and the twin concepts of authenticity and integrity unfolds. And more than that - they make it easy for us to internalize what we have read as we are gently provoked to practically apply the knowledge to our own individual situations.

Moreover, it will be a great pity if this book will be read only be sales professionals in the narrow sense. In effect, we are all salespeople - whether our need is to "sell" the ideas we believe in, to secure the best terms for the services we need, or just to convince our boss to give us a raise. Simply put, applying the concepts presented in this book will help to make the world a better place. Period."
- Azriel WinnetAuthor Hodu.com (Israel), Your Gateway to Better Communication Skills

The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.

About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital.

www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.