Sarah Palin, Sandra Bullock, and Lady Gaga to Sue Toyota

Decoding, Deciphering, and Devising Hooks to Get Your Business Noticed

My morning routine is fairly simple. I get up, take a shower, make a cup of tea, and hit the news sites before I start my work day in earnest. Like most people, I skim the headlines and only read the stories that I find most interesting. Some stories speak to me personally, such as those about children's product recalls or Midwest weather reports. Others draw me in because of my profession: if a company of any size or type has seen a great profit or loss due to a new business practice, I want to know. But many of the stories simply hook me in because of clever titles, that may or may not have anything to do with the story itself.

Donor Sues Tea Party Organizer of Palin's Fee - FOXNews.com

As a politically minded American citizen, I saw the headline and thought, hey - now that's interesting. Why would a Tea Party donor sue over Sarah Palin? How could a donor sue over money that's been given? What is the Tea Party up to now? Of course, the story has very little to do with the former Alaskan governor and is mostly about the give and take regarding political contributions. The headline is not dishonest, but it is misleading. Most importantly? It works. The news site has found a way to take a portion of an incident (Long story short: The convention organizer agreed to join the donor's committee if the donor paid half of Palin's speaking fee. Once the organizer received funds he backed out of the committee, therefore the donor decided to sue.) and twist it into headline making news.

Meat Linked to Climate Change? - CNN.com

No, is the answer to this question. In this case, CNN has chosen to provide a headline on its main page that does not even match the story it links to. The article's title "Scientist: Don't Blame Cows for Climate Change" actually gives us the exact opposite sentiment as the chosen front page headline. Why make the change? It's simple, really. CNN's marketing experts are well aware that people become exercised when told that their everyday practices can cause destruction to the planet as a whole. By placing the actual headline on the home page, CNN would give those same individuals the satisfaction of knowing they can consume their hamburgers with a healthy conscience - without clicking the link.

The lesson you can learn from these examples is up to you. Do you want to focus on a small but important piece of your business, hoping to draw customers in? Do you wish to tempt fate by misleading customers in order to make them more interested in your business. Either choice is risky, as you may find yourself with a possible client base that now feels they may not be able to rely on your company, though if accomplished in an intelligent way, you may also be able to spread word of your company's name in a unique and memorable fashion.

There is yet one example of hooks that worked that we have not covered:

Microsoft Office Faces Challenges from Free Google Tools - Wall Street Journal

The story is about Microsoft Office facing challenges from free tools offered by the search engine giant, Google. Just as the headline states, the article covers the new worries that Microsoft has to combat in order to continue selling its ever growing suite of programs. This type of hook works as the content is interesting to most people and we can trust that we will not be surprised by a misleading headline. Conversely, the headline may not be as catchy as some others, therefore not bringing in quite as many viewers.

Which route will you take when promoting your business? The choice you make is up to you.

Relating to the Female Customer

I am a woman. I am an intelligent, independent, strong woman. I am also a pregnant woman. Perhaps most importantly, I am a customer. A question you should be asking yourself is, how do you relate to me? With a new baby on the way, I have spent a great deal of the last few months speaking with a variety of salespeople. From bathroom remodels to maid services, I have been overwhelmed by the differences from one salesperson to another. Aware as I am that different techniques work best with different customers, I also find myself desperately wanting to help these individuals improve their sales techniques so that they don't turn off customers the way many have done with me.

Listen To Me

The first thing a salesperson should be taught is to listen to their customers. Use the time I am speaking to listen to the words I am saying, not to decide what your next line should be. Sound simple enough? It's surprisingly rare to find a salesperson who is willing to take five minutes to listen to a customers needs and desires. For example, my husband and are searching for a new automobile. Though most people like leather interiors, I am adamantly anti-leather and have stated as much to each car dealer we have encountered, yet on many occasions we have been shown a vehicle with leather seats. I may not wear hemp jewelry or tie-dyed shirts, but I have been vegetarian for over 15 years and the idea of sitting on a dead animal is not appealing to me in any way, shape, or form. When I tell a salesperson that I am not interested in leather, I expect to be kept away from leather.

Personalize, But Don't Over Personalize

Relating to the customer is one thing, but getting overly involved in their lives is something else entirely. I am very clearly pregnant, which always invites a number of polite questions. It does not, however, invite belly rubs (please don't) and it most certainly does not invite the salesperson to tell his or her own stories about miscarriage and other frightening aspects of pregnancy. One furniture salesperson asked who our doctor was, then spent the following 10 minutes telling us that we were wrong to have chosen our particular hospital. We walked out and made that particular purchase online.

Drop the Commitment Issues

I have been waiting for two weeks for painters to show up. I should have known when they arrived 15 minutes late to give the estimate that the job would not be started on time, but I made my choice based solely on price; a mistake I will not make again. If you, as a salesperson or service provider, have made a commitment to your client, do everything in your power to follow through or at least have a very valid excuse for not showing. Emergencies arise, any reasonable person should understand that, but if said emergency has arisen, relate that to your clients and make a new commitment that you'll be able to keep.

The Little Lady Technique

One item that I must absolutely mention is something I like to call "The Little Lady Technique." This is most often used by car dealers, but can be employed by any gentleman who is performing a service that is not typically considered "female friendly." The assumption is that the "little lady" doesn't know much about cars/plumbing/HVAC systems, therefore the salesperson in question can speak as though he is explaining quantum physics to a six year old. I may not look like it, but I was raised by a very handy father who insisted that I know how to perform duties from laying carpet to installing electrical outlets. Perhaps it works with some women, but when a salesperson assumes that I know nothing about whatever item is being peddled, be it goods or services, I extract my business immediately.

The fact is, a one size fits all approach CAN work with customers, but not in the same way most salespersons have been taught. By making assumptions about customers based on appearances or other superficial factors, salespersons could be throwing away business. Conversely, by obeying some simple sales rules, a lifetime sales relationship can be forged.

Deidra Lookingbill is Director of Marketing for Molloy Business Development Group as well as a working mother and conscientious consumer. You can reach Deidra Lookingbill at dlookingbill@molloyllc.com.

Don't be stupid in 2010

"Companies spend 95% of their marketing budget on making the phone ring and only about 5% on what to do when it does" - source unknown


Here's the reality folks and my statement is based on 10 years research and the analysis of more than 40,000 recorded sales calls in a wide variety of industries.


Incompetence is the standard in American business.


"Most sales people are not competent with respect to the two most important skills required to be characterized as a good sales person and to achieve lasting success. First, they do not know how to build trust and credibility on a consistent basis and secondly, they do not know how to make commitments and ask for commitments".


This incompetence shows up on a daily basis in our analysis of recorded sales calls in the following ways;

• Sales people think that just because a prospect asks for a price on the phone they are obliged to give one.
• As with prices, sales people spend countless hours talking about technical issues without attempting to create a relationship with the prospect. Again, customers ask for information and sales people feel obliged to simply hand it over.
• Sales people consistently fail to make sincere commitments and personal promises, yet these two moves are exactly what prospects and customers are looking for. It is clear to me that sales people are simply blind with respect to the dance of commitment. They've never been trained. Not in their family, not in the community and not in business.
• Sales people regularly push prospects and customers away because they have a lack of energy and a 'why bother' attitude. They don't understand that every prospect and customer senses exactly what is going on with them and reacts accordingly. Nothing is hidden.
  
  I could write for hours about what is missing in the domain of sales, customer service and leadership, however I want to get the point that is the title of this blog post.
  
  Don't be stupid in 2010
  
  You need to think of your business they way that a professional sports team approaches the season. The only difference is that you have a game every day.
  
  Here's what I mean.
  
  Would the World Champion NY Yankees show up on the field without practicing? Of course not, but sales people throughout the country show up every day without a clue. They open their mouth and whatever happens to come out is ok with them and most of the time with their company.
  
  If you are going to put a sales person up to bat with a new prospect, you need to make certain that they can hit the ball... close the deal... make and ask for commitments.
  
  If you allow them to show up in an unprepared manner, if you don't make sure they are competent... then guess who is being stupid. And it doesn't have to be that way.
  
  What comes first?
  
  Business people ask me all the time, "what comes first... the chicken or the egg? And what they're referring to is, "What do I do first, expand advertising initiatives or train my people?"
  
  As far as I'm concerned, we can get most sales teams to the next level in about eight (8) weeks, so the answer has got to be A.) set standards in the sales department, train your people, develop competence first B.) then spend your hard earned money on advertising.
  You'll enjoy putting your staff up to bat when they are confident and competent.
  
  Be smart in 2010
  
  Call me I'll show you how easy it is to get your entire sales staff up to speed... quickly.