What to Victoria Secret, DELL, Staples, Radio Shack, and Montgomery Ward have in common? Each of these companies has used the catalog to achieve a dominant position in a competitive marketplace. Each organization has used the catalog in a slightly different manner, but each has achieved the ultimate goals of market-share and profitability. How did they do it?
Several organizations have made the mistake of measuring the effectiveness of a sales catalog by the direct number of sales that come through toll free numbers or other order mechanisms associated with the catalog. Montgomery Ward is an example of a once proud company that failed to measure the effectiveness of the catalog properly, and subsequently suffered the consequences.
Montgomery Ward built an empire around the catalog, using it as a means to communicate with potential consumers in extended geographic regions, and orders from other local store owners. The Montgomery Ward catalog kept the brand name fresh in the hearts and minds of consumers. The catalog alerted consumers to upcoming sales events, special discounts, and reminded them of purchases associated with changing seasons. Back-to-school, holiday shopping, and lawn maintenance welcomed shoppers with seasonal specials and compelling limited time deals. Even if the consumers did not take advantage of the seasonal sales event, it reminded them of the items available at Montgomery Ward stores, and thereby reminded them to shop there when the next need should arise.
Unfortunately, Montgomery Ward opted to eliminate the catalog in a rebranding effort. The rebranding effort included shedding the appearance of a general merchant and discount catalog store by cancelling the catalog distribution. The focus of the rebranding effort was to develop a reputation as a multi-faceted boutique retailer, offering an assortment of brand names and styles at higher prices. To underscore a commitment to the company rebranding effort, the company made significant investments to redesign many of the stores. New lights, new carpet, new displays, and new brand name products adorned the redesigned stores, but the public did not come. Montgomery Ward advertised the grand reopening of the redesigned stores, even as it closed other locations in an effort to reduce overall expense. Unfortunately, while the stores were being remodeled, consumers started searching for other shopping locations, and became accustomed to other retail experiences. Montgomery Ward did not have a catalog to maintain communication and customer awareness during this transition, and as a result, the stores reopened to thunderous apathy.
The Sales Catalog is more than customer communication. It is also a tremendous tool for the retail sales associates. Radio Shack was once an exceptional example of the catalog as a tool for both consumers and retail sales associates. The catalog was a reference tool for identifying and comparing options. The catalog was an easy way to search for products, and inevitably be introduced to others. How many remote control toys were sold as a result of searching for electronic components? It is not very likely that an unrelenting demand for remote control toys has been enough to sustain this product line as a staple of the electronics chain of stores, but much more likely that the constant reminder and accessibility has sustained impulse buys for several generations. Unfortunately, Radio Shack opted to replace the catalog with an efficient online Internet ordering utility. While this online utility greatly simplifies the search and purchase of a specific item, it has also removed the vast quantity of impulse buy options that tempted consumers at home, and in the stores. The online utility is useful to sales associates in the store to look-up an item, but sales associates are far less likely to spend idle time thumbing through Internet pages to look at products and features than they spent lazily flipping through a catalog on the counter. If the sales associates are not thumbing through your web site during idle time, then it is even less likely that your consumers are doing it.
Staples is a marvelous case study of a retail sales organization that has learned to maximize the catalog, Internet, and promotional advertisements. Staples sells office equipment. The product from Staples includes paper, pens, staplers, chairs, computers, printers, software, cables, and virtually anything that someone might need to run a business at the home or office. Students also use staples for supplies. These commodity items are not differentiated product brand names, and for the most part, are readily available from many retail outlets. The differentiation comes not from the brand names, but from the overall execution of the consumer communication, including the use of the catalog. The retail sales experience at Staples is a dedicated attention to the consumer, using the web utility and the catalog to maximize efficiency.
Staples uses the Internet utility for itemized search and order fulfillment. Store associates frequently use the same application that is available to the general public, as a means to order specific items that may be temporarily sold out, or otherwise out of stock, at the retail location. The catalog is used for research and comparison. At businesses, schools, government, and home offices, the catalogs arrive on a consistent basis, and are a valuable reference tool. Many business establishments keep the catalog from Staples within easy reach, making the store a constant resource for supplies. The marketing and promotional messages in newspapers and other local advertisements are a constant reminder at home, just in case you missed the catalog at an office. Staples uses these methods of communication to remain at the forefront of consideration in any event that office supplies are needed. That was easy.
A manufacturer brand that utilizes the catalog effectively is the very brand that effectively utilized the Internet as a means to dominate personal computing. DELL, often recognized for prowess in leveraging the Internet experience and direct online customer sales model, uses the catalog to effectively maintain relationships and customer loyalty. With the web interface, DELL allows each consumer to customize the features of a computer, and have it built to individual specifications. The Internet is indeed a powerful utility for DELL, but the interest in features, colors, accessories, and brand is nurtured by an exceptional orchestration of catalog and promotional advertising. Once purchasing from DELL, it is likely to expect to consistent delivery of catalogs to home or office. Although it is not likely that a consumer will immediately purchase another computer, there is an enticing array of other products to tempt the consumer. The catalog includes printers, extended service plans, carrying cases, and a growing variety of consumer electronic devices. As new technology refreshes the capabilities of the equipment in the catalog, the consumer is able to keep pace with pricing and features. The lure of accessories and peripheral electronic items is a constant opportunity for additional revenue, and the ability to monitor changing technology enables the consumer to plan the next purchase. Because DELL is providing the specification, features, colors, and pricing in the catalog, when the consumer does decide that it is time to upgrade the computer again, the planning and expectations have already been established by the options communicated in the catalog. The catalog becomes the standard by which all other purchases are compared, and the Internet utility makes it easy to complete the customized ordering process. This is a powerful combination.
Any mention of the effective use of catalogs would be incomplete without an acknowledgement to the most recognized and dominant force in catalog history, and that title belongs exclusively to Victoria Secret. The catalog that has launched the careers of many models, set the standard for fashionable lingerie, and maintained a prestigious iconic status in the routines of comedians worldwide. The mere mention of the Victoria Secret catalog in a comedian's repertoire elicits immediate recognition that the catalog is as anticipated by men, as it is for women. The Victoria Secret catalog has become a statement and lifestyle, far exceeding mere branding of a retail store. As a result of continuous and exceptional use of the catalog, the product from Victoria Secret is conveys a sense of confident sensuality and romance, regardless if the product is a garment, lotion, candle, or cream. To be listed in the Victoria Secret catalog is more valuable than advertising the factory producing the product. In this case, the catalog is the brand, and the retail store is an outlet for fulfilling the demand.
Catalogs are not only intended for distribution to facilitate consumer communication, branding, or to create demand. Many automobile manufacturers produce catalogs specifically for the showroom. This method enables a focused distribution, by physically handing a copy of the catalog to visiting consumers. These catalogs typically include much more detailed information, specifications, lifestyle focused graphics, and an expectation that the recipient of the catalog is already a brand enthusiast. These catalogs are essentially enhanced brochures, and are very effective for the small targeted community that receives them.
Catalogs are not for everyone. Catalogs are effective communication tools for establishing and maintaining a brand, for generating demand, and to nurture relationships with loyal consumers. Catalogs can be highly effective when coordinated with promotional advertising, Internet utilities, retail stores, and consumer registration. When used effectively and consistently, catalogs empower repeat business and recurring revenue beyond the measurements associated with an immediate direct sale. Creating an alluring catalog is an art form, and formatting a functional one requires organization and planning. When done properly, the catalog becomes a viral marketing piece that is often handed from person to person, or picked up and perused by potential future consumers, which is something that does not typically occur with electronic catalogs. When considering the strategy for using a catalog, review the examples of the masters in marketing and communication for this media. Learn from the achievements of Victoria Secret, DELL, and Staples. Then, reflect on your coordinated communication and marketing strategy as a means to identify relevance to your growing base of loyal consumers. Measure the overall impact to your business, not just the limited direct sales, and listen carefully to the feedback of your clients. Perhaps one day your name will be listed on the catalog walk of fame.
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Words of Wisdom
"If you don't find it in the index, look very carefully through the entire catalogue."- Sears, Roebuck, and Co., Consumer's Guide, 1897
"The key part of your brand is a quality product. Creating exceptional content is the number one thing."- Rufus Griscom, Building Buzz for your Web Project
"The more elaborate our means of communication, the less we communicate."- Joseph Priestly
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"John Mehrmann has a great vision for strategies and down to earth sort of tactical ways of running his business. I had lots of fun collaborating with John and his team. I would welcome the opportunity to work with him again at anytime. Best of luck, John!" - Jimmy Truong (Cuong Truong) Group Manager, CTO, Toshiba America Information Systems, 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.
Saturday, August 16, 2008
Make Gossip Work for You
Are you harnessing the power of gossip, communities, and social networking to promote your brand? Whether your brand is a product, a service, or yourself, this is the era of connectivity and belonging. The Internet has become a powerful medium for connecting people with more than information access. It is creating communities and relationships by making it easier to find individuals with similar interests and preferences. Tapping into this communication is the new face of marketing, and it has a new set of rules to go along with it.
The benefits of word-of-mouth endorsements have always been difficult to calculate. However, a study by Koen Pauwels of the Tuck School of Business at Dartmouth College quantified social networking as 20 times more effective than traditional marketing efforts like print and television. The study concluded that social networking and communities are at least 30 times more effective than media events.
LinkedIn, Face-book, and MySpace provide powerful opportunities for social media and groups of online communities to share opinions and meet users with similar interests. "You can track how many invitations are being sent out, how many users responded, and when," said Pauwels. "Quantifying word-of-mouth like this couldn't be done before."
Can word-of-mouth create a contagious appetite? In 2007, the estimated number of legal online music downloads exceeded 1,700,000,000. That is up 53% from the year before, 2006. The online music industry reached the $3 Billion mark. Artists are finding new ways to release songs, by marketing ringtones, video downloads that can be shared and forwarded to friends, or mobile tracks on the web. Of the 115 products that sold for 19 million units worldwide for Justin Timberlake, less than 20% was sold on CD.
Social Networking enables individuals to communicate and connect with one another. Community marketing engages audiences in non-intrusive conversations, activities, and benefits. Community marketing turns customers into advocates. Blogs, Wikis, Forums, and other online tools empower communication within the community of socially networked users.
One of the fundamental commandments of marketing in communities and social networking is to avoid marketing. Yes, that's right, you must avoid marketing slogans, ploys, or tricks to market effectively to your advocates. Customers trust and respect other customers of similar opinions and tastes. Therefore, to market effectively, you must provide your advocates with information, facts, and a forum to exchange useful tips with one another. Mavens and Gurus will rise from among the ranks to espouse your products, your services, or yourself, if the facts are accurate and worthy of the support. The target market is always better at communicating your message and benefits than you are, so empower them and enable them to do so, then get out of the way.
It is estimated that by 2010, more than 60% of Fortune 1000 companies will have some form of online community for relationship marketing. Unfortunately, many of these companies may miss the mark by merely building and monitoring a forum for remarks. Many companies are wary of blogs, and the connotations of uncontrolled ranting and raving that has become synonymous with disgruntled employees creating blogs on the Internet. As the awareness of relationship marketing in social media and communities continues to increase, so the tools for connecting users must also evolve.
In the meantime, while we wait for online communities to evolve, there are opportunities for businesses and individuals to leverage a combination of tools available today. Create and maintain a web site as a means to communicate and share information. Sharing meaningful information is a good way to give something to your audience. Quoting endorsements, testimonials, and comments on your web site is a great way to demonstrate your awareness, acceptance, and appreciation for the community feedback. Your web site does not enable social interaction, but you can contribute to it, and demonstrate your support of it, by the information and feedback that you post.
In addition, leverage existing tools that enable users to post comments and interact with one another. You can keep these utilities completely separate from your web site. Blogs are a forum for users to communicate with direct and exposed feedback. Rather than avoid such unencumbered communication, you should cultivate it, even if at a distance. Monitoring the feedback on blogs may help you to determine the effectiveness of the communication on your hosted web site. You can measure the positive or negative unsolicited feedback, and use this insight to modify your messaging and strategy accordingly. This is much more effective than paying for expensive print advertising, and finding the results long after the investment is spent. Blogs can create some risk by the very nature of the open forum, so keeping a relatively safe distance may be appropriate to avoid some inappropriate or controversial topics or conversations.
LinkedIn, Face-book, and MySpace offer opportunities for controlled messaging, groups, communities, and communications for businesses and individuals. These utilities offer independent controls to mitigate the risk of inappropriate or controversial communications interfering with the user community experience. The reduced risk also reduces some of the flexibility for open communications, but that may be a small sacrifice in exchange for the structured environment, ease of use, and wide spread acceptance.
You may be promoting a brand, a product, a company, a service, or promoting yourself for another career. Whatever the purpose of your promotion, you will be more effective if you promote your advocates, and allow them to be the ones to promote you. Quote your advocates, build the credibility and awareness for your advocates, and support their success. It is by promoting, sustaining, and empowering your advocates as experts, that their opinions and support for you becomes even more credible and valuable. You will be 20 - 30 times more effective and successful by promoting your advocates, than you would be promoting yourself. Let your advocates do the communicating for you.
Remember to thank your advocates and let them know that they are appreciated. After all, they are the keepers of your reputation, your relationships, and your community.
______________________________________________________
Words of Wisdom
"Relationships of trust depend on our willingness to look not only to our own interests, but also the interests of others."- Peter Farquharson
"I'm not afraid of facts, I welcome facts but a congeries of facts is not equivalent to an idea. This is the essential fallacy of the so-called "scientific" mind. People who mistake facts for ideas are incomplete thinkers; they are gossips."- Cynthia Ozick
"Gossip needs no carriage."- Russian Proverb
______________________________________________________
"John is the most qualified person to write about authenticity and integrity. I have learned the importance of being a trusted advocate for my co-workers and clients from John on a personal level and from his excellent new book. I would recommend this book to any business person, whether or not they are a sales executive, because it will teach and reinforce how important it is to act with integrity in the business world. Acting with integrity and authenticity will give you a competitive advantage and allow your clients to look to you as a trusted advocate."
Mike EasterbrookDirector of Environmental Compliance, ARC International 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.
The benefits of word-of-mouth endorsements have always been difficult to calculate. However, a study by Koen Pauwels of the Tuck School of Business at Dartmouth College quantified social networking as 20 times more effective than traditional marketing efforts like print and television. The study concluded that social networking and communities are at least 30 times more effective than media events.
LinkedIn, Face-book, and MySpace provide powerful opportunities for social media and groups of online communities to share opinions and meet users with similar interests. "You can track how many invitations are being sent out, how many users responded, and when," said Pauwels. "Quantifying word-of-mouth like this couldn't be done before."
Can word-of-mouth create a contagious appetite? In 2007, the estimated number of legal online music downloads exceeded 1,700,000,000. That is up 53% from the year before, 2006. The online music industry reached the $3 Billion mark. Artists are finding new ways to release songs, by marketing ringtones, video downloads that can be shared and forwarded to friends, or mobile tracks on the web. Of the 115 products that sold for 19 million units worldwide for Justin Timberlake, less than 20% was sold on CD.
Social Networking enables individuals to communicate and connect with one another. Community marketing engages audiences in non-intrusive conversations, activities, and benefits. Community marketing turns customers into advocates. Blogs, Wikis, Forums, and other online tools empower communication within the community of socially networked users.
One of the fundamental commandments of marketing in communities and social networking is to avoid marketing. Yes, that's right, you must avoid marketing slogans, ploys, or tricks to market effectively to your advocates. Customers trust and respect other customers of similar opinions and tastes. Therefore, to market effectively, you must provide your advocates with information, facts, and a forum to exchange useful tips with one another. Mavens and Gurus will rise from among the ranks to espouse your products, your services, or yourself, if the facts are accurate and worthy of the support. The target market is always better at communicating your message and benefits than you are, so empower them and enable them to do so, then get out of the way.
It is estimated that by 2010, more than 60% of Fortune 1000 companies will have some form of online community for relationship marketing. Unfortunately, many of these companies may miss the mark by merely building and monitoring a forum for remarks. Many companies are wary of blogs, and the connotations of uncontrolled ranting and raving that has become synonymous with disgruntled employees creating blogs on the Internet. As the awareness of relationship marketing in social media and communities continues to increase, so the tools for connecting users must also evolve.
In the meantime, while we wait for online communities to evolve, there are opportunities for businesses and individuals to leverage a combination of tools available today. Create and maintain a web site as a means to communicate and share information. Sharing meaningful information is a good way to give something to your audience. Quoting endorsements, testimonials, and comments on your web site is a great way to demonstrate your awareness, acceptance, and appreciation for the community feedback. Your web site does not enable social interaction, but you can contribute to it, and demonstrate your support of it, by the information and feedback that you post.
In addition, leverage existing tools that enable users to post comments and interact with one another. You can keep these utilities completely separate from your web site. Blogs are a forum for users to communicate with direct and exposed feedback. Rather than avoid such unencumbered communication, you should cultivate it, even if at a distance. Monitoring the feedback on blogs may help you to determine the effectiveness of the communication on your hosted web site. You can measure the positive or negative unsolicited feedback, and use this insight to modify your messaging and strategy accordingly. This is much more effective than paying for expensive print advertising, and finding the results long after the investment is spent. Blogs can create some risk by the very nature of the open forum, so keeping a relatively safe distance may be appropriate to avoid some inappropriate or controversial topics or conversations.
LinkedIn, Face-book, and MySpace offer opportunities for controlled messaging, groups, communities, and communications for businesses and individuals. These utilities offer independent controls to mitigate the risk of inappropriate or controversial communications interfering with the user community experience. The reduced risk also reduces some of the flexibility for open communications, but that may be a small sacrifice in exchange for the structured environment, ease of use, and wide spread acceptance.
You may be promoting a brand, a product, a company, a service, or promoting yourself for another career. Whatever the purpose of your promotion, you will be more effective if you promote your advocates, and allow them to be the ones to promote you. Quote your advocates, build the credibility and awareness for your advocates, and support their success. It is by promoting, sustaining, and empowering your advocates as experts, that their opinions and support for you becomes even more credible and valuable. You will be 20 - 30 times more effective and successful by promoting your advocates, than you would be promoting yourself. Let your advocates do the communicating for you.
Remember to thank your advocates and let them know that they are appreciated. After all, they are the keepers of your reputation, your relationships, and your community.
______________________________________________________
Words of Wisdom
"Relationships of trust depend on our willingness to look not only to our own interests, but also the interests of others."- Peter Farquharson
"I'm not afraid of facts, I welcome facts but a congeries of facts is not equivalent to an idea. This is the essential fallacy of the so-called "scientific" mind. People who mistake facts for ideas are incomplete thinkers; they are gossips."- Cynthia Ozick
"Gossip needs no carriage."- Russian Proverb
______________________________________________________
"John is the most qualified person to write about authenticity and integrity. I have learned the importance of being a trusted advocate for my co-workers and clients from John on a personal level and from his excellent new book. I would recommend this book to any business person, whether or not they are a sales executive, because it will teach and reinforce how important it is to act with integrity in the business world. Acting with integrity and authenticity will give you a competitive advantage and allow your clients to look to you as a trusted advocate."
Mike EasterbrookDirector of Environmental Compliance, ARC International 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.
How to Write a Press Release
You have a newsworthy item to share and a story to tell, but may need a little help to write a professional press release. This quick tutorial is a guide to the basics for writing a professional press release. Tell your story, and present it in a way that will represent your properly.
Before we begin, consider the topic and the audience for your press release. It is very likely that your announcement will pertain to a specific audience, industry, issue, or community. The headline, summary, and opening paragraph should be constructed to appeal to this target audience if you want your announcement to be read. If you are planning to post your press release to the Internet, and share your headlines with the online community, then consider keywords and phrases that are both relevant to search engines and interesting to readers. Remember, professionalism and accuracy matters, because online versions of your press release will continue to circulate for many years.
The following details are a guide for building your press release. If you are planning to post the release online, it is wise to double space between paragraphs before copying your news to the online utility. The extra spaces between paragraphs makes for easier editing and reading.
The Headline Is a Full Short Sentence in Title Case, 100 Characters or Less, and Does Not Take a Period
The summary paragraph is 200 characters or less. Do not repeat the headline, and do not use title case. Summarize the story with a hook pertaining to informative details contained in the story.
City, State (POST) Month 1, 2008 -- Grab your reader’s attention in 25 words or less. Don’t assume that your reader has read your headline or summary paragraph.
A news release, like a news story, keeps sentences and paragraphs short, about three or four lines per paragraph. The first couple of paragraphs should cover Who, What, When, Where, Why and How questions.
The body of the news release expounds on information provided in the lead paragraph. If you are introducing a special event, be sure to include pertinent dates, times, and location of the event. Alert the reader to any special requirements associated with the event, like parking or admission.
Use one or two key quotes from notable individuals, customers or subject matter experts. Quotes should contain more details about the news you have to tell, something unique or controversial, or about a prominent person, place or thing. Provide the name, title, and relevant facts about the individual being quoted. Limit quotations to one or two per release.
“Quotations provide relevance and significant highlights’” said John Mehrmann, author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity.” People will remember quotes long after forgetting the facts. What will you quote that is worth remembering?”
Note that quotes appear in-between quotation marks, but titles of books and publications do not. This is an important distinction between quotes and titles. Titles of publications, media, magazines, newspapers, books, movies, and other formal titles should be italicized.
The press release should tell a story with the facts. This is what makes it interesting to read. Do not think of it as a laundry list of facts, but rather, tell your short story with pertinent facts intertwined.
Do not use words like I, Me, You, We, Best, or similar words that are commonly associated with an offer, advertising, or marketing. Your press release is a news article, not a brochure, and not a call to action. You are not making an offer to the reader, but you are stating facts as a concise third party reporter.
The body of the release must be less than 3000 characters, and less than 1000 words. Ideally, the body of the release should be less than 2000 characters with spaces, and less than 800 words for maximum appeal and distribution. It is better to have big impact with fewer words for greatest distribution. If your release is too long, it may be artificially truncated, not picked-up, and simply not read.
If your news pertains to an event with other esteemed speakers, exhibitors, or honorees, it may be appropriate to include a complimentary mention of them in your release. When quoting a notable individual or organization, it may be appropriate to provide a profile or relevant details about the accomplishments of the person or company. Remember that everything you put into a release becomes a potential keyword for online distribution.
The final paragraph of a traditional news release contains the least newsworthy material. An ideal release will summarize and restate the key points.
For additional information on the news that is the subject of this release (or for a sample, copy or demo), contact Jane Doe, or visit "my web site". You can also include details on product availability, trademark acknowledgment, or similar important references in your closing.
Include a short corporate profile about the company or the person who is newsworthy before you list the contact person’s name and phone number. Do not include an e-mail address or HTML in the body of the release. If you are uploading your release on a web utility, there is typically a place to enter your email and personal contact information.
Include safe harbor statement (if applicable).
______________________________________________________
Words of Wisdom
"God is a comedian playing to an audience too afraid to laugh."
- Voltaire
"Plans are only good intentions unless they immediately degenerate into hard work."
- Peter Drucker
"The cost of a thing is the amount of what I call life which is required to be exchanged for it, immediately or in the long run."
- Henry David Thoreua
______________________________________________________
Get your FREE Press Release TEMPLATE
A Press Release Template is available as a Microsoft WORD document for your convenience to download and edit at http://www.ExecutiveBlueprints.com/templates/press_release_template.doc
If necessary, please copy and paste the URL into your web browser and download the document template to your own computer to create and edit your own press release. Follow the instructions in the document to create a professional press release, and save your press release to your own computer. Change the name of your document when you save it, so you can find your press release at a later date, and reuse the template as often as you like. When you are ready to post your press release online, you can choose from many free press release posting utilities, or pay a fee for expanded distribution.
IMPORTANT NOTE: The Press Release Template from Executive Blueprints, Inc includes a summary and additional helpful tips for posting your press release online, contained within the downloadable document.
______________________________________________________
"Throw away or put down all those self-help, 10-minutes to success books that attempt to tell you how to increase your leads, grow your sales & pipeline or motivate your sales team and make one single investment in this powerhouse - The Trusted Advocate.
The book provides real life examples that make sense, speaks to integrity and can be applied immediately. It outlines a selling strategy that focuses on the relationship between customer and salesperson to achieve continued and sustainable growth.
A quick read, you will walk away with page after page of highlights and folded corners of information you can't wait to share with others. A goldmine of wealth you can't afford to miss out on. Worth the time and investment."
Tina Tuccillo
VP Strategic Marketing & Product Planning
Noritsu America 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.
Before we begin, consider the topic and the audience for your press release. It is very likely that your announcement will pertain to a specific audience, industry, issue, or community. The headline, summary, and opening paragraph should be constructed to appeal to this target audience if you want your announcement to be read. If you are planning to post your press release to the Internet, and share your headlines with the online community, then consider keywords and phrases that are both relevant to search engines and interesting to readers. Remember, professionalism and accuracy matters, because online versions of your press release will continue to circulate for many years.
The following details are a guide for building your press release. If you are planning to post the release online, it is wise to double space between paragraphs before copying your news to the online utility. The extra spaces between paragraphs makes for easier editing and reading.
The Headline Is a Full Short Sentence in Title Case, 100 Characters or Less, and Does Not Take a Period
The summary paragraph is 200 characters or less. Do not repeat the headline, and do not use title case. Summarize the story with a hook pertaining to informative details contained in the story.
City, State (POST) Month 1, 2008 -- Grab your reader’s attention in 25 words or less. Don’t assume that your reader has read your headline or summary paragraph.
A news release, like a news story, keeps sentences and paragraphs short, about three or four lines per paragraph. The first couple of paragraphs should cover Who, What, When, Where, Why and How questions.
The body of the news release expounds on information provided in the lead paragraph. If you are introducing a special event, be sure to include pertinent dates, times, and location of the event. Alert the reader to any special requirements associated with the event, like parking or admission.
Use one or two key quotes from notable individuals, customers or subject matter experts. Quotes should contain more details about the news you have to tell, something unique or controversial, or about a prominent person, place or thing. Provide the name, title, and relevant facts about the individual being quoted. Limit quotations to one or two per release.
“Quotations provide relevance and significant highlights’” said John Mehrmann, author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity.” People will remember quotes long after forgetting the facts. What will you quote that is worth remembering?”
Note that quotes appear in-between quotation marks, but titles of books and publications do not. This is an important distinction between quotes and titles. Titles of publications, media, magazines, newspapers, books, movies, and other formal titles should be italicized.
The press release should tell a story with the facts. This is what makes it interesting to read. Do not think of it as a laundry list of facts, but rather, tell your short story with pertinent facts intertwined.
Do not use words like I, Me, You, We, Best, or similar words that are commonly associated with an offer, advertising, or marketing. Your press release is a news article, not a brochure, and not a call to action. You are not making an offer to the reader, but you are stating facts as a concise third party reporter.
The body of the release must be less than 3000 characters, and less than 1000 words. Ideally, the body of the release should be less than 2000 characters with spaces, and less than 800 words for maximum appeal and distribution. It is better to have big impact with fewer words for greatest distribution. If your release is too long, it may be artificially truncated, not picked-up, and simply not read.
If your news pertains to an event with other esteemed speakers, exhibitors, or honorees, it may be appropriate to include a complimentary mention of them in your release. When quoting a notable individual or organization, it may be appropriate to provide a profile or relevant details about the accomplishments of the person or company. Remember that everything you put into a release becomes a potential keyword for online distribution.
The final paragraph of a traditional news release contains the least newsworthy material. An ideal release will summarize and restate the key points.
For additional information on the news that is the subject of this release (or for a sample, copy or demo), contact Jane Doe, or visit "my web site". You can also include details on product availability, trademark acknowledgment, or similar important references in your closing.
Include a short corporate profile about the company or the person who is newsworthy before you list the contact person’s name and phone number. Do not include an e-mail address or HTML in the body of the release. If you are uploading your release on a web utility, there is typically a place to enter your email and personal contact information.
Include safe harbor statement (if applicable).
______________________________________________________
Words of Wisdom
"God is a comedian playing to an audience too afraid to laugh."
- Voltaire
"Plans are only good intentions unless they immediately degenerate into hard work."
- Peter Drucker
"The cost of a thing is the amount of what I call life which is required to be exchanged for it, immediately or in the long run."
- Henry David Thoreua
______________________________________________________
Get your FREE Press Release TEMPLATE
A Press Release Template is available as a Microsoft WORD document for your convenience to download and edit at http://www.ExecutiveBlueprints.com/templates/press_release_template.doc
If necessary, please copy and paste the URL into your web browser and download the document template to your own computer to create and edit your own press release. Follow the instructions in the document to create a professional press release, and save your press release to your own computer. Change the name of your document when you save it, so you can find your press release at a later date, and reuse the template as often as you like. When you are ready to post your press release online, you can choose from many free press release posting utilities, or pay a fee for expanded distribution.
IMPORTANT NOTE: The Press Release Template from Executive Blueprints, Inc includes a summary and additional helpful tips for posting your press release online, contained within the downloadable document.
______________________________________________________
"Throw away or put down all those self-help, 10-minutes to success books that attempt to tell you how to increase your leads, grow your sales & pipeline or motivate your sales team and make one single investment in this powerhouse - The Trusted Advocate.
The book provides real life examples that make sense, speaks to integrity and can be applied immediately. It outlines a selling strategy that focuses on the relationship between customer and salesperson to achieve continued and sustainable growth.
A quick read, you will walk away with page after page of highlights and folded corners of information you can't wait to share with others. A goldmine of wealth you can't afford to miss out on. Worth the time and investment."
Tina Tuccillo
VP Strategic Marketing & Product Planning
Noritsu America 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.
The Trusted Advocate Awarded Editor’s Choice Award
The Trusted Advocate, by John Mehrmann and Mitchell Simon, receives recognition with the distinguished Editor’s Choice Award for editorial integrity.
John Mehrmann and Mitchell Simon break new ground in literature by delivering a refreshing blend of leadership skills, management tools, sales techniques, and entertaining storytelling.
The Trusted Advocate uses proven cutting edge management techniques and leadership skills to unlock individual potential and empower personal success. This book contains entertaining stories and easy exercises to customize the insightful reflections to virtually any sales environment.
“I just finished reading The Trusted Advocate, and I must say I am impressed? Your book rivals those written by the best in the genre and is a delightful blend of solid sales technique, personal development, and effective storytelling,” proclaims the Editorial Review by iUniverse.
The Trusted Advocate is a revelation of fundamental principles that empower maximum success through authenticity and integrity. Eliminate fear and sustain customer loyalty by aligning with customer aspirations.
Learn to use individual strengths as the competitive edge. Spend less time prospecting, and more time earning.
“Congratulations on writing a book that is sure to be a seminal in the field of sales,” concludes the Editorial Review by iUniverse.
Kirkus Discoveries had this to say in a formal review of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, “John Mehrmann and Mitchell Simon have packed years of experience into a single volume that provides fundamental advice for sales professionals. The straightforward writing style is also accentuated with illustrative vignettes which exemplify the crucial aspects of successful sales.”
“The feedback and enthusiasm are overwhelming,” responded John Mehrmann, co-author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity. “It is a testimony to the genuine, honest, and hard working individuals who relate to the fundamental principles espoused in the book. It is heartwarming to see how many people recall similar stories of sharing mutual commitment with clients.”
Read more reader reviews at http://www.Trusted101.com
John Mehrmann and Mitchell Simon break new ground in literature by delivering a refreshing blend of leadership skills, management tools, sales techniques, and entertaining storytelling.
The Trusted Advocate uses proven cutting edge management techniques and leadership skills to unlock individual potential and empower personal success. This book contains entertaining stories and easy exercises to customize the insightful reflections to virtually any sales environment.
“I just finished reading The Trusted Advocate, and I must say I am impressed? Your book rivals those written by the best in the genre and is a delightful blend of solid sales technique, personal development, and effective storytelling,” proclaims the Editorial Review by iUniverse.
The Trusted Advocate is a revelation of fundamental principles that empower maximum success through authenticity and integrity. Eliminate fear and sustain customer loyalty by aligning with customer aspirations.
Learn to use individual strengths as the competitive edge. Spend less time prospecting, and more time earning.
“Congratulations on writing a book that is sure to be a seminal in the field of sales,” concludes the Editorial Review by iUniverse.
Kirkus Discoveries had this to say in a formal review of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, “John Mehrmann and Mitchell Simon have packed years of experience into a single volume that provides fundamental advice for sales professionals. The straightforward writing style is also accentuated with illustrative vignettes which exemplify the crucial aspects of successful sales.”
“The feedback and enthusiasm are overwhelming,” responded John Mehrmann, co-author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity. “It is a testimony to the genuine, honest, and hard working individuals who relate to the fundamental principles espoused in the book. It is heartwarming to see how many people recall similar stories of sharing mutual commitment with clients.”
Read more reader reviews at http://www.Trusted101.com
Kirkus Review of The Trusted Advocate
THE TRUSTED ADVOCATE: Accelerate Success with Authenticity and Integrity
Author: Mehrmann, John and Mitchell Simon
Review Date: JUNE 10, 2008
Publisher: iUniverse (272 pp.)
Price (paperback): $22.95
Publication Date: March 2008
ISBN (paperback): 978-0-595-47467-7
Category: AUTHORS
Classification: NONFICTION
Mehrmann and Simon have packaged years of experience into a single volume that provides fundamental advice for sales professionals.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. Chapters are organized into sections which begin with real-life examples, followed by detailed discussion or reflection. Sections conclude with activities designed to guide readers toward a deeper understanding of where they stand in relation to the topic, and how they can develop further. While some of the ideas and advice seem obvious, (“It takes much more effort, and expense to win a new customer than it takes to keep an existing one”) readers will take notice because the authors have clearly relied upon their years of experience in developing these lessons. Mehrmann and Simon place the customer—and his or her needs, wants and experiences—at the center of the sales equation, and demonstrate the necessity of taking a genuine interest in the client at every level of sales. Rather than presenting a collection of famous inspirational quotes, the authors sprinkle the text with their own sayings. The straightforward writing style is also accented with illustrative vignettes which exemplify the crucial aspects of successful sales. While the book is aimed at salespeople, professionals from many different industries will find the ideas and suggestions helpful and transformative.Useful advice for professionals looking to move to the next level of success.
- Kirkus Reviews, Nielson Business Media
http://www.kirkusreviews.com/kirkusreviews/discoveries/article_display.jsp?vnu_content_id=1003814278
Author: Mehrmann, John and Mitchell Simon
Review Date: JUNE 10, 2008
Publisher: iUniverse (272 pp.)
Price (paperback): $22.95
Publication Date: March 2008
ISBN (paperback): 978-0-595-47467-7
Category: AUTHORS
Classification: NONFICTION
Mehrmann and Simon have packaged years of experience into a single volume that provides fundamental advice for sales professionals.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. Chapters are organized into sections which begin with real-life examples, followed by detailed discussion or reflection. Sections conclude with activities designed to guide readers toward a deeper understanding of where they stand in relation to the topic, and how they can develop further. While some of the ideas and advice seem obvious, (“It takes much more effort, and expense to win a new customer than it takes to keep an existing one”) readers will take notice because the authors have clearly relied upon their years of experience in developing these lessons. Mehrmann and Simon place the customer—and his or her needs, wants and experiences—at the center of the sales equation, and demonstrate the necessity of taking a genuine interest in the client at every level of sales. Rather than presenting a collection of famous inspirational quotes, the authors sprinkle the text with their own sayings. The straightforward writing style is also accented with illustrative vignettes which exemplify the crucial aspects of successful sales. While the book is aimed at salespeople, professionals from many different industries will find the ideas and suggestions helpful and transformative.Useful advice for professionals looking to move to the next level of success.
- Kirkus Reviews, Nielson Business Media
http://www.kirkusreviews.com/kirkusreviews/discoveries/article_display.jsp?vnu_content_id=1003814278
What You Don't Know Can Hurt Me
You may be surprised at the difference that you can make in the world, in the lives of others, and for future generations. The personal effort may be very small, small enough to fit in your hand or in your pocket, and perhaps that is why it is so often overlooked.
Do you have an old cell phone lying around the house? Do you have a piece of forgotten and forlorn electronic equipment on a shelf, in a drawer, or stored in a box that has been gathering dust? Maybe you paid a considerable amount for that now antiquated PC, or perhaps that cell phone seemed inexpensive when you signed on for that long term contract. In either case, what is it worth now?
When contemplating the value of expired electronics, most people gauge the value of the device based on the usefulness of it in his or her personal life. As technology races forward, many of these electronic devices become the victims of upgraded models, and are stockpiled in a closet until the day that they are quietly tossed with the trash. But what you don't know, can hurt me.
500 Million computers became obsolete by the end of 2007, according to a Georgetown International Environmental Law Review, "Globalization, extended producer responsibility and the problem of discarded computers in China: An exploratory proposal for environmental protection". Worldwide, only 10% of all obsolete computers and other electronic devices are recycled. Areas in Asia and Africa that import electronic waste have suffered contaminated drinking water and poisoned wildlife in local lakes and rivers. Would anyone actually believe that contaminated water will be contained to one geography? And what about the landfills in other countries that are full of electronic waste that was merely tossed with the trash?
Many manufacturers have already changed the production process and are actively selecting materials that can be recycled. This includes a significant reduction or elimination of hazardous materials, like lead solder that was once the staple for many devices. Many of these proactive manufacturers have also taken steps to adjust packaging, using recycled materials and reducing the size or box. These are proactive measures by responsible manufacturers to protect the environment. These same manufacturers have also discovered that smaller boxes mean more per truck, consolidating and reducing freight charges, and they have discovered the reclaiming materials can be substantially less expensive than mining and refining raw materials that are carved out from mountainsides. Many well known brands are actively sponsoring return and recycle programs for consumers, but is it working?
Nokia conducted a survey to measure the effectiveness of consumer awareness regarding recycling. In a poll that spanned 13 countries, and more than 6,500 people, Nokia confirmed that 72% of the people surveyed believe that recycling makes a difference in the environment. Unfortunately, 74% of the same people surveyed admitted that they never thought of recycling their old cell phones, and only a mere 3% had actually ever recycled an old phone.
The survey by Nokia included Finland, Germany, Italy, Russia, Sweden, the United Kingdom, India, China, the United Arab Emirates, Indonesia, Nigeria, Brazil, and the United States of America. The results were shocking, enlightening, and remarkably consistent. 78% of people in Finland, Germany, Sweden, and Brazil did not consider recycling their unwanted cell phones. 84% in India had not considered recycling their old mobile device. Overall, 71% of the people polled admitted that, even if they wanted to recycle the unwanted old mobile device, they did not know how to go about doing it.
Nokia has the single largest voluntary mobile phone collection scheme in the industry, with more than 5,000 collection points established in 85 countries around the world. Between 65-80% of the individual Nokia devices can be recycled, including the small amounts of metals. The plastics that cannot be recycled for burned to provide energy for the recycling process, and other materials are ground up into chips and used as construction materials or for building roads. In this way nothing has to go to landfill.
Pause for a moment and take a personal inventory of the electronic and electrical devices that surround you. Lamps, computers, printers, television sets, VCR's, DVD players, MP3, batteries, appliances, and the host of devices that you have accumulated at the home and office. When carelessly discarded, the hazardous substances in those devices decompose and escape into the water supplies. When placed in the hands of a collector for recycling, precious metals and materials can be reused, and the hazardous materials properly handled. By reclaiming and reusing materials, we reduce demand to excavate new raw materials. At the same time, by contributing to the reuse of these materials, you are helping to reduce the costs for future products. It is estimated that 27% of the cost for materials in consumer electronics is based on the mining, fuel for refining, and the transportation of the raw materials.
It is such a simple thing, really. So much attention has been given to measuring carbon footprints, preserving the rain forest, and scientists debating global warming. As a captive audience, we read and listen to these debates with detached, entertained, and sometime annoyed, interest. As a society, we believe that recycling is good for the earth, but as individuals these other topics may seem beyond our limited reach. The next time that you reach for your cell phone, computer, or remote control, remember that you have the power to make a difference right there in your hand. Use your computer to look up the nearest recycling center or local collection event. Share a little irony, but telling these statistics to someone on your cell phone, and encourage another person to participate in recycling unwanted electronic waste. Get your children involved and let them be the ones to carry the unwanted devices with you to the recycling center. After all, they will inherit the earth that you preserve.
______________________________________________________
Words of Wisdom
"My wife is always trying to get rid of me. The other day she told me to put the garbage out. I said to her I already did. She told me to go and keep an eye on it."- Rodney Dangerfield
"Knowledge is essential to conquest; only according to our ignorance are we helpless. Thought creates character. Character can dominate conditions. Will creates circumstances and environment."- Anne Besant
"We are here on Earth to do good to others. What the others are here for, I don't know."- W. H. Auden
______________________________________________________
"John is the most qualified person to write about authenticity and integrity. I have learned the importance of being a trusted advocate for my co-workers and clients from John on a personal level and from his excellent new book.
I would recommend this book to any business person, whether or not they are a sales executive, because it will teach and reinforce how important it is to act with integrity in the business world.
Acting with integrity and authenticity will give you a competitive advantage and allow your clients to look to you as a trusted advocate."
Mike EasterbrookDirector of Environmental ComplianceARC International 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.
Do you have an old cell phone lying around the house? Do you have a piece of forgotten and forlorn electronic equipment on a shelf, in a drawer, or stored in a box that has been gathering dust? Maybe you paid a considerable amount for that now antiquated PC, or perhaps that cell phone seemed inexpensive when you signed on for that long term contract. In either case, what is it worth now?
When contemplating the value of expired electronics, most people gauge the value of the device based on the usefulness of it in his or her personal life. As technology races forward, many of these electronic devices become the victims of upgraded models, and are stockpiled in a closet until the day that they are quietly tossed with the trash. But what you don't know, can hurt me.
500 Million computers became obsolete by the end of 2007, according to a Georgetown International Environmental Law Review, "Globalization, extended producer responsibility and the problem of discarded computers in China: An exploratory proposal for environmental protection". Worldwide, only 10% of all obsolete computers and other electronic devices are recycled. Areas in Asia and Africa that import electronic waste have suffered contaminated drinking water and poisoned wildlife in local lakes and rivers. Would anyone actually believe that contaminated water will be contained to one geography? And what about the landfills in other countries that are full of electronic waste that was merely tossed with the trash?
Many manufacturers have already changed the production process and are actively selecting materials that can be recycled. This includes a significant reduction or elimination of hazardous materials, like lead solder that was once the staple for many devices. Many of these proactive manufacturers have also taken steps to adjust packaging, using recycled materials and reducing the size or box. These are proactive measures by responsible manufacturers to protect the environment. These same manufacturers have also discovered that smaller boxes mean more per truck, consolidating and reducing freight charges, and they have discovered the reclaiming materials can be substantially less expensive than mining and refining raw materials that are carved out from mountainsides. Many well known brands are actively sponsoring return and recycle programs for consumers, but is it working?
Nokia conducted a survey to measure the effectiveness of consumer awareness regarding recycling. In a poll that spanned 13 countries, and more than 6,500 people, Nokia confirmed that 72% of the people surveyed believe that recycling makes a difference in the environment. Unfortunately, 74% of the same people surveyed admitted that they never thought of recycling their old cell phones, and only a mere 3% had actually ever recycled an old phone.
The survey by Nokia included Finland, Germany, Italy, Russia, Sweden, the United Kingdom, India, China, the United Arab Emirates, Indonesia, Nigeria, Brazil, and the United States of America. The results were shocking, enlightening, and remarkably consistent. 78% of people in Finland, Germany, Sweden, and Brazil did not consider recycling their unwanted cell phones. 84% in India had not considered recycling their old mobile device. Overall, 71% of the people polled admitted that, even if they wanted to recycle the unwanted old mobile device, they did not know how to go about doing it.
Nokia has the single largest voluntary mobile phone collection scheme in the industry, with more than 5,000 collection points established in 85 countries around the world. Between 65-80% of the individual Nokia devices can be recycled, including the small amounts of metals. The plastics that cannot be recycled for burned to provide energy for the recycling process, and other materials are ground up into chips and used as construction materials or for building roads. In this way nothing has to go to landfill.
Pause for a moment and take a personal inventory of the electronic and electrical devices that surround you. Lamps, computers, printers, television sets, VCR's, DVD players, MP3, batteries, appliances, and the host of devices that you have accumulated at the home and office. When carelessly discarded, the hazardous substances in those devices decompose and escape into the water supplies. When placed in the hands of a collector for recycling, precious metals and materials can be reused, and the hazardous materials properly handled. By reclaiming and reusing materials, we reduce demand to excavate new raw materials. At the same time, by contributing to the reuse of these materials, you are helping to reduce the costs for future products. It is estimated that 27% of the cost for materials in consumer electronics is based on the mining, fuel for refining, and the transportation of the raw materials.
It is such a simple thing, really. So much attention has been given to measuring carbon footprints, preserving the rain forest, and scientists debating global warming. As a captive audience, we read and listen to these debates with detached, entertained, and sometime annoyed, interest. As a society, we believe that recycling is good for the earth, but as individuals these other topics may seem beyond our limited reach. The next time that you reach for your cell phone, computer, or remote control, remember that you have the power to make a difference right there in your hand. Use your computer to look up the nearest recycling center or local collection event. Share a little irony, but telling these statistics to someone on your cell phone, and encourage another person to participate in recycling unwanted electronic waste. Get your children involved and let them be the ones to carry the unwanted devices with you to the recycling center. After all, they will inherit the earth that you preserve.
______________________________________________________
Words of Wisdom
"My wife is always trying to get rid of me. The other day she told me to put the garbage out. I said to her I already did. She told me to go and keep an eye on it."- Rodney Dangerfield
"Knowledge is essential to conquest; only according to our ignorance are we helpless. Thought creates character. Character can dominate conditions. Will creates circumstances and environment."- Anne Besant
"We are here on Earth to do good to others. What the others are here for, I don't know."- W. H. Auden
______________________________________________________
"John is the most qualified person to write about authenticity and integrity. I have learned the importance of being a trusted advocate for my co-workers and clients from John on a personal level and from his excellent new book.
I would recommend this book to any business person, whether or not they are a sales executive, because it will teach and reinforce how important it is to act with integrity in the business world.
Acting with integrity and authenticity will give you a competitive advantage and allow your clients to look to you as a trusted advocate."
Mike EasterbrookDirector of Environmental ComplianceARC International 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.
Filling the Sales Pipeline
How full is your sales pipeline? How many prospects should you be targeting? How do you know if you have the right prospects?
If you work in any profession that relies on relationship sales efforts, then you understand the importance of maintaining a healthy and active pipeline. What makes a pipeline healthy and active? You do. It is only through your own efforts that the list of prospects remains active and viable for business. As long as you are active, you have a chance to grow your business. When the competition becomes lazy and fails to nurture communication with the prospects, that is your opportunity to demonstrate your unrelenting commitment, and to win the business.
What kind of businesses rely on relationship sales? If you represent any kind of service, then you are in the business of relationship sales. Don't kid yourself, if you look for customers in any environment of industry that has competitors, then you are in the business of relationship sales. Regardless of your title or job description, you represent your organization and yourself to clients and customers, and you are in the business of relationship sales. When you fail to maintain a relationship with your client, then you open the opportunity for someone else to take the next sale. It's as simple as that.
Filling the pipeline of relationship sales implies acknowledgement that some sales happen at a different pace than other sales. The pace may be affected by the availability of product. For example, you might be waiting for the next greatest model or technological upgrade to be released. In the case of real estate, you might be waiting for the right property to become available. However, in most cases, the schedule is dictated by the pace of the client. Recognizing that the client has a budget and a schedule is critical to understanding how you fit into the pace of the client, and that helps you to adjust your communication to accommodate the pace of the client.
If your client is a buyer for an organization, then you should know the fiscal year and budget cycles for that organization. Buying decisions for organizations are often dictated by budgetary periods. Some purchases may be delayed until a quarter, half year, or annual budget is approved. Sometimes, the reserved budget may be temporarily restriction until the end of a fiscal period, and then there is a rush to "spend it or lose it". In any case, there are cycles for planning, budgeting, reserving, spending, and transition. It is incumbent upon you to understand those cycles for your client, and to adjust your communications accordingly. If the client organization is in a planning phase, then you should be providing case studies, analysis, or proposals. If the client is in a period of transition, then you should be providing interesting industry information, general communications, and meaningful updates or announcements. Use the client fiscal cycle to know when to make offers, when to offer advice, and when to simply offer interesting information as a means of maintaining a dialogue and showing your interest.
Do you think that retail sales is a relationship business? A recent study by Accenture revealed that 24.4% of surveyed consumers felt that they frequently received too little attention, and nearly 10% of the respondents felt that they were frequently treated rudely. According to that same survey, 89% to 95% of the responding consumers indicated that they were irritated by the actions of a retailer within the last four shopping experiences. Although there is little opportunity to prospect and plan a pipeline for retail sales associates, the premise of understanding consumer budget, buying cycle, and individual needs are just as relevant as understanding the purchasing cycles of large enterprise organizations. Big company or single shopper, it is equally important to quickly identify the budgetary cycle of the client and to manage communications accordingly.
To keep things simple, initiate a dialogue with your prospective customer and use a few simple questions to identify the buying cycle. Think of the buying cycle as "A-I-M". The prospects in the A category are "About to Invest", or "About to Buy". These potential clients are financially secured in the readiness, and may be considering several options before making a purchase. These prospects may know approximately what they want, or what they need, and just need a little guidance or information to help finalize the decision. The prospects in the A category are on the short list for immediate and constant attention. Make sure that you answer questions diligently. Show your commitment and ask questions that they may not have thought about, and then present them with valuable answers. You should be outwardly attentive to the prospects that are in the near term decision making process. These prospects will likely make a decision in the near future, and these are the immediate priorities in your pipeline. You should be in contact with these candidates at least once a week.
The I category stands for "Investigating", "Interested", and "Information". These prospective customers are not ready to make an investment now, but may be seriously considering options for the near future. These potential customers may need to save, or plan, or budget for the investment, and they are interested in gathering more information so they can be prepared for an informed decision when the time is appropriate. You should be attentive, answer questions, and offer advice. These prospects will not want a "pushy" salesperson to try expediting a purchasing decision that they are not prepared to make at this immediate time. Attempting to force a faster decision indicates a selfish attention to your own desired revenue cycle, and openly demonstrates a lack of interest in appreciating the budgetary constraints or purchasing cycle of the client. Rather then alienate the client, be direct in asking the intended budget and investment cycle, and be open about sharing your interest in matching the pace of the client. Then, show your commitment with continued and consistent follow-up. Give advice, information, and updates on changes in technology or the industry. Reach out to the client every three to four weeks with relevant communication, and ask about the current status of the financial cycle. This demonstrates your dedication, and enables you to stay alert as the client moves closer to you in the sales pipeline.
The M category means that the client is interested in "Meaningful Maintenance", so "Maintain" your dialogue, but do not invest too much time. The prospect may be interested in the new technology, service offering, or in maintaining a relationship, but is unable to make any commitments in the foreseeable future. Maintain these relationship, but understand that the budget or financial situation may preclude any activity. You should reach out to these prospects at least every other month, or keep them engaged with a periodic newsletter and an occasional email or phone call. You cannot pressure a prospect to spend money that they do not have, but stay within reach and show your interest, so you will be aware when the financial tides have turned for your future customer.
How do you determine if the prospect belongs in your pipeline? Actually, that is very simple. Do you want the business from this prospect? If the answer is "yes", then that prospect should be invited to become part of your pipeline, and that invitation consists simply of an invitation to maintain communication. As indicated previously, the level of communication may vary based on the buying cycle of the prospect. Short term prospects will be contacted frequently, and longer term prospects may be very infrequently, and with varying types of communications. In either case, if the prospect accepts the invitation to maintain a dialogue and relationship, then they belong in your pipeline. If either you, or the client, determine that the business is not appropriate, then the decision to cease communications and gracefully exit the prospect from the pipeline should be politely understood.
The right prospects are those clients or accounts that are willing to invest in what you have to offer, now or later. You may desire the prospect for a single sale, ongoing revenue, or as a strategic relationship, based upon your business. Ultimately, the business decision is based on the goal of a mutually beneficial exchange. As for the number of prospects that this applies to, and how many you should have in your pipeline, the answer is based on your personal ability to maintain relevant relationships and meaningful communications. How many prospects can you manage in a day, and in a week? How much research and preparation do you need to do to prepare yourself for meaningful conversations, whether in person, by phone, or by email? How much time do you need to dedicate to each prospect? How many prospects are near a purchasing decision in their budget, and in your pipeline, that you need to talk to once a week? How many prospects only need communication once a month, or every other month? Measure your time for preparation and response, so you can give each prospect the appropriate level or your dedication. Your time, and your commitment, have real value, so spend yourself wisely.
______________________________________________________
Words of Wisdom
"Finance is the art of passing money from hand to hand until it finally disappears."- Robert W. Sarnoff
"Everything is worth what its purchaser will pay for it."- Publilius Syrus
"You can only cure retail but you can prevent wholesale."- Brock Chisholm
______________________________________________________
"John is the greatest sales person I have ever worked with, yet in reality, he is not a sales person at all. His ethical, honest, caring approach allows him to find areas that he can help you, while not asking for your business, you just want to work with someone like him. His business development skills are impressive, with him utilizing his diverse work history to understand all angles of the situation. His communication skills are some of the best I have seen. These skills and values have served John well, allowing him to have success at every company and level he has worked at. At DEX, I saw John bring on more new business than anyone has that new into his position. I have yet to meet anyone who has a bad thing to say about John. He spoken of in such lofty regard that you would think we are speaking of a "C" level dynamic leader. I consider it an honor to have worked with someone of John's caliber."
Michael MooreRegional Sales DirectorData 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.
If you work in any profession that relies on relationship sales efforts, then you understand the importance of maintaining a healthy and active pipeline. What makes a pipeline healthy and active? You do. It is only through your own efforts that the list of prospects remains active and viable for business. As long as you are active, you have a chance to grow your business. When the competition becomes lazy and fails to nurture communication with the prospects, that is your opportunity to demonstrate your unrelenting commitment, and to win the business.
What kind of businesses rely on relationship sales? If you represent any kind of service, then you are in the business of relationship sales. Don't kid yourself, if you look for customers in any environment of industry that has competitors, then you are in the business of relationship sales. Regardless of your title or job description, you represent your organization and yourself to clients and customers, and you are in the business of relationship sales. When you fail to maintain a relationship with your client, then you open the opportunity for someone else to take the next sale. It's as simple as that.
Filling the pipeline of relationship sales implies acknowledgement that some sales happen at a different pace than other sales. The pace may be affected by the availability of product. For example, you might be waiting for the next greatest model or technological upgrade to be released. In the case of real estate, you might be waiting for the right property to become available. However, in most cases, the schedule is dictated by the pace of the client. Recognizing that the client has a budget and a schedule is critical to understanding how you fit into the pace of the client, and that helps you to adjust your communication to accommodate the pace of the client.
If your client is a buyer for an organization, then you should know the fiscal year and budget cycles for that organization. Buying decisions for organizations are often dictated by budgetary periods. Some purchases may be delayed until a quarter, half year, or annual budget is approved. Sometimes, the reserved budget may be temporarily restriction until the end of a fiscal period, and then there is a rush to "spend it or lose it". In any case, there are cycles for planning, budgeting, reserving, spending, and transition. It is incumbent upon you to understand those cycles for your client, and to adjust your communications accordingly. If the client organization is in a planning phase, then you should be providing case studies, analysis, or proposals. If the client is in a period of transition, then you should be providing interesting industry information, general communications, and meaningful updates or announcements. Use the client fiscal cycle to know when to make offers, when to offer advice, and when to simply offer interesting information as a means of maintaining a dialogue and showing your interest.
Do you think that retail sales is a relationship business? A recent study by Accenture revealed that 24.4% of surveyed consumers felt that they frequently received too little attention, and nearly 10% of the respondents felt that they were frequently treated rudely. According to that same survey, 89% to 95% of the responding consumers indicated that they were irritated by the actions of a retailer within the last four shopping experiences. Although there is little opportunity to prospect and plan a pipeline for retail sales associates, the premise of understanding consumer budget, buying cycle, and individual needs are just as relevant as understanding the purchasing cycles of large enterprise organizations. Big company or single shopper, it is equally important to quickly identify the budgetary cycle of the client and to manage communications accordingly.
To keep things simple, initiate a dialogue with your prospective customer and use a few simple questions to identify the buying cycle. Think of the buying cycle as "A-I-M". The prospects in the A category are "About to Invest", or "About to Buy". These potential clients are financially secured in the readiness, and may be considering several options before making a purchase. These prospects may know approximately what they want, or what they need, and just need a little guidance or information to help finalize the decision. The prospects in the A category are on the short list for immediate and constant attention. Make sure that you answer questions diligently. Show your commitment and ask questions that they may not have thought about, and then present them with valuable answers. You should be outwardly attentive to the prospects that are in the near term decision making process. These prospects will likely make a decision in the near future, and these are the immediate priorities in your pipeline. You should be in contact with these candidates at least once a week.
The I category stands for "Investigating", "Interested", and "Information". These prospective customers are not ready to make an investment now, but may be seriously considering options for the near future. These potential customers may need to save, or plan, or budget for the investment, and they are interested in gathering more information so they can be prepared for an informed decision when the time is appropriate. You should be attentive, answer questions, and offer advice. These prospects will not want a "pushy" salesperson to try expediting a purchasing decision that they are not prepared to make at this immediate time. Attempting to force a faster decision indicates a selfish attention to your own desired revenue cycle, and openly demonstrates a lack of interest in appreciating the budgetary constraints or purchasing cycle of the client. Rather then alienate the client, be direct in asking the intended budget and investment cycle, and be open about sharing your interest in matching the pace of the client. Then, show your commitment with continued and consistent follow-up. Give advice, information, and updates on changes in technology or the industry. Reach out to the client every three to four weeks with relevant communication, and ask about the current status of the financial cycle. This demonstrates your dedication, and enables you to stay alert as the client moves closer to you in the sales pipeline.
The M category means that the client is interested in "Meaningful Maintenance", so "Maintain" your dialogue, but do not invest too much time. The prospect may be interested in the new technology, service offering, or in maintaining a relationship, but is unable to make any commitments in the foreseeable future. Maintain these relationship, but understand that the budget or financial situation may preclude any activity. You should reach out to these prospects at least every other month, or keep them engaged with a periodic newsletter and an occasional email or phone call. You cannot pressure a prospect to spend money that they do not have, but stay within reach and show your interest, so you will be aware when the financial tides have turned for your future customer.
How do you determine if the prospect belongs in your pipeline? Actually, that is very simple. Do you want the business from this prospect? If the answer is "yes", then that prospect should be invited to become part of your pipeline, and that invitation consists simply of an invitation to maintain communication. As indicated previously, the level of communication may vary based on the buying cycle of the prospect. Short term prospects will be contacted frequently, and longer term prospects may be very infrequently, and with varying types of communications. In either case, if the prospect accepts the invitation to maintain a dialogue and relationship, then they belong in your pipeline. If either you, or the client, determine that the business is not appropriate, then the decision to cease communications and gracefully exit the prospect from the pipeline should be politely understood.
The right prospects are those clients or accounts that are willing to invest in what you have to offer, now or later. You may desire the prospect for a single sale, ongoing revenue, or as a strategic relationship, based upon your business. Ultimately, the business decision is based on the goal of a mutually beneficial exchange. As for the number of prospects that this applies to, and how many you should have in your pipeline, the answer is based on your personal ability to maintain relevant relationships and meaningful communications. How many prospects can you manage in a day, and in a week? How much research and preparation do you need to do to prepare yourself for meaningful conversations, whether in person, by phone, or by email? How much time do you need to dedicate to each prospect? How many prospects are near a purchasing decision in their budget, and in your pipeline, that you need to talk to once a week? How many prospects only need communication once a month, or every other month? Measure your time for preparation and response, so you can give each prospect the appropriate level or your dedication. Your time, and your commitment, have real value, so spend yourself wisely.
______________________________________________________
Words of Wisdom
"Finance is the art of passing money from hand to hand until it finally disappears."- Robert W. Sarnoff
"Everything is worth what its purchaser will pay for it."- Publilius Syrus
"You can only cure retail but you can prevent wholesale."- Brock Chisholm
______________________________________________________
"John is the greatest sales person I have ever worked with, yet in reality, he is not a sales person at all. His ethical, honest, caring approach allows him to find areas that he can help you, while not asking for your business, you just want to work with someone like him. His business development skills are impressive, with him utilizing his diverse work history to understand all angles of the situation. His communication skills are some of the best I have seen. These skills and values have served John well, allowing him to have success at every company and level he has worked at. At DEX, I saw John bring on more new business than anyone has that new into his position. I have yet to meet anyone who has a bad thing to say about John. He spoken of in such lofty regard that you would think we are speaking of a "C" level dynamic leader. I consider it an honor to have worked with someone of John's caliber."
Michael MooreRegional Sales DirectorData 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.
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