Backwards and Forwards

January 27, 2013 By Leave a Comment

Backwards and ForwardsI’ve never been one to be overly concerned with the past. That doesn’t mean I don’t enjoy learning about it or studying it (I minored in ancient history after all!), but it does mean I don’t spend much time wishing I could change it or re-capture it. When I was in high school I remember some kids would comment how they missed “the care free time of elementary school,” and in my early thirties I now hear people talk about how they wished they could go back to a fun filled college life. Do you know anyone who is stuck in the past or constantly refers to the “good old days”? Or perhaps instead of always wishing to re-live the good, they hold on to the pain of the bad? They are trapped and helped captive by their decision to not actively participate in their future. I’m sure YOU are not one of those kind though.

There is another trap equally as seductive though… the trap of focusing on your competition. It too can keep you looking in the rear view mirror. It can kill your creativity, and more importantly allow yourself to be copied by others because you are no longer trailblazing ahead. Just like with history, there are benefits to studying your competition, but allowing that study to muddle your own view of the future can be disastrous. Ultimately I think most people obsess over and copy their competition simply because they don’t have a strategy of their own, or they lack a true belief in their chosen course.

For others, it may be simply that they can’t think of anywhere else to draw inspiration from. They feel they have no choice but to react – then react again. To move beyond reacting, look at those in your industry that are not your competition (geographically non-competing markets in the home building world), other industries entirely, or articles, blogs, and books (yes, this will require an investment of time!).

The last of the barriers of moving forward is simply fear. When every step you’re taking is into a difficult to see future, then every inch forward seems like it should be taken more carefully then the last – or else you could find yourself walking clear off the cliff. How to combat this formidable foe? Not alone. This is where you need others around you to keep you from standing still.

“Life can only be understood backwards; but it must be lived forwards.” – Soren Kierkegaard

The world of real estate seems to be full of backwards looking people, companies, and organizations. Most are nothing but a “me-too.” I’m continually drawn to those who are looking forward. Their positive energy and ambition is intoxicating – and I will always value their friendship as we move forward together. Do your part to make sure that others on your team, in your company, and in your world see you looking forward.

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Extended Weekend? The Perfect Time to…

May 25, 2012 By Leave a Comment

Take the time to invest in yourselfMemorial Day has a great history, and a great purpose. However, for far too many people it is simply an extended weekend perfect for a short getaway. So what will you do with your extra time? According to two of the wealthiest people in the world you probably should consider reading.

Reading?! Yep. Bill Gates and Warren Buffet gave an interview in 2005 at the University of Nebraska where they both struggled to contain their love for reading and what it brought to their lives. Bill Gates famously takes a “reading vacation” where he removes himself from day to day activities for two weeks to do nothing but read books on business, technology, human behavior, etc. Buffett agreed and said reading books were an important part of his “daily work.” At one point the interviewer asked Bill if he could be a superhero, what kind of power would he like to have? Bill replied that he would like to be the fastest reader in the world, and Buffett quickly agreed.

So why is there a disconnect between what we know can improve our lives dramatically – even more than exercise (although also important!) – and what most people typically do? Ironically, all this reminds me of the title of a book I read in college: Fit Bodies, Fat Minds. Do you let your mind get “fat?” How about those who work around you? Or more convicting, those who report to you?

Two quick personal examples:

1. The first regional president that I worked for in Columbus, Ohio would copy articles out of Builder or Professional Builder what seemed like every week with a short note and leave it in my mailbox. I was a 22 year old rookie in charge of doing not much more than making the Sunday newspaper ad each week (wow times have changed)… but I loved it. It felt like he was mentoring me simply by saying “hey – this is something I think you’ll enjoy or will one day be helpful.”

I do my best to continue this legacy by copying articles out of these same publications and leaving them in mailboxes of employees in all parts of our business – even though many of them also get the magazine. You’d be surprised how many times someone thanks me for thinking of them or sharing an article. The chances of them reading it goes way up, and everyone gets better as a result. Don’t hoard great ideas you find from reading - share them!

2. This past month we kicked off something at my builder that is part homework assignment, and part challenge – The Amazing Race: Heartland Edition. We challenged the sales team to brush up on some market research, list their current top objections and write our their own scripted response, and most importantly to pick a book on new home sales to read by the end of June. I told them they could even order Jeff’s new audiobook if they like!

 

Do you foster a passion for reading in your organization? Do you think you should? What will you be reading this Memorial Day Weekend?

PS: Unsure of what to read? Check out my suggested reading list for 2012.

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12 Books to Read for 2012 – Part 2

January 9, 2012 By 1 Comment

Continued from 12 Books to Read for 2012 Part 1

7. Steve Jobs - I’m not going to even try to pretend that Steve Jobs made for the best role model of a father, husband or – even at times – a CEO. However, this insightful look at the development of many of the hottest consumer products ever helps you to understand just how far passion can take you. The idea to put an artist front and center in the development team, to not be run by focus groups, and to add value through curation  are all part of Job’s legacy. You will not want this book to end after you get into it.

8. Influence: The Psychology of Persuasion – What if you knew that by performing two simple actions you could almost guarantee improved responses to your marketing materials? What if you could drastically increase your sales conversion rates by making a subtle change to your presentation? These seem like fairy tale statements. The promise of a magical silver bullet, right? This classic shows you how you can predictably and repeatedly persuade others to take a desired action. You must promise only to use these powers for good!

9. Browsers to Buyers - When I left Ohio to join Heartland Homes in 2007, the first thing that arrived at my new address was Browsers to Buyers. I had ordered it during my last week at my previous employer, and it spurred the creation of our online sales position shortly after. It is currently being updated by the author – but it still is your best entry into the online sales person role. Just do what it says and see an immediate impact. This year, my online concierge team of 2 will assist with over 170 sales.

10. Brand Relevance: Making Competitors Irrelevant - Brands are not just symbols you can recognize or names that roll off your tongue. Brands, used properly, are a weapon that the competition has no easy answer for. This is perhaps the best book of 2011 that you have never heard of.

11. What’s the Secret: To Providing a World-Class Customer Experience – No one sets out from the beginning to provide bad customer service, but the reality is that most places end up doing just that. What’s wrong here? This insightful book is packed with real life examples and illustrations of how to recruit, train, and empower those who work with you to provide truly remarkable experiences. I don’t know of a home builder yet who does this right… yet. You could be the first with this book.

12. The Toyota Way – Yes, I know about the whole problem with car brakes in 2009/2010, but that still doesn’t mean you can’t learn a thing or two about business from Toyota. Most of us know that “waste” is something that is no longer needed and disposed of, but this book taught me that waste also occurs when you over engineer a product beyond the value level that your prospect is able to perceive. This book is packed with similar insights and is NOT just for manufacturing companies.

That’s it. The 12 books you shouldn’t put off reading any longer. They’ll have a positive impact on your attitude, your outlook, and most importantly – your results and how you achieve them. Here’s to a great 2012.

PS – Let me know what book you would add to this list!

Click here to see the first six books that made the list.

12 books to read in 2012

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12 Books to Read for 2012 – Part 1

January 9, 2012 By 3 Comments

12 books to read in 2012

As the New Year began I had many people ask me for a book recommendation. Some were sales people, some were small business owners, and some were just close friends so my answered varied widely. It made me think about what books I would put on my “must read” list for anyone in real estate marketing, advertising, or sales.

So here they are – The first six books on my list of must read books for 2012. Some are old classics, and some are recent best-sellers. Just know that if you read them all then you will be a step ahead of your competitors! (You can click the title of any book to learn more about it!)

1. The 22 Immutable Laws of Marketing- This should be the first book anyone in marketing, branding, or advertising reads on the subject. Then you should read it a second time and make flash cards. Then you should memorize them. Yep, it’s that important. It is also a very quick and easy read.

2. Delivering Happiness: A Path to Profits, Passion, and Purpose - What kind of person would offer new recruits $2,000 to quit before training classes were over? Or encourage his employees to help customers order a pizza at 2am? A successful entrepreneur and customer service and company culture visionary – Tony Hseih, the CEO of Zappos.com. In 2009, Zappos.com was sold to Amazon.com for $1.2 billion. His insights are all valuable – and applicable – to your business. They may run contrary to the way most companies are run, but that probably only serves to prove that he’s on to something BIG… and that there is more to business than making a quick buck.

3. Predictably Irrational: The Hidden Forces That Shape Our Decisions - Have you ever met someone who told you that they think marketing is a waste of time and money? That humans are rational, and will always pick the best value for their money? We all have! That’s why you need to read this book in order to show them scientific research that proves the opposite is true. Humans are not just irrational from time to time – but consistently and predictably. This book changed my life.

4. Getting Things Done: The Art of Stress-Free Productivity- All the great ideas in the world won’t mean anything if you can’t execute them. This book gives a comprehensive solution for how to stay organized and affective in today’s high speed world. In as little as two days you can be up and running – but it will take a little longer to become a master at it. Besides the book, there are helpful start packets that make it easier.

5. Purple Cow: Transform Your Business by Being Remarkable - This instant classic from 2002 told the world that to be a successful marketer you could no longer wait for the product to be developed by someone else and then try to put advertising lipstick on their pig. Instead marketers needed to be involved in the development of the product from the start so that it would have something remarkable in it… something others in the company may dismiss or rule irrelevant because it is less efficient.

6. New Home Sales in a Nutshell – This fantastic 115 page book is packed with “hard-boiled advice, tried and true tips, sensible solutions and bold responses to every objection a potential homebuyer presents.” It is something that I have seen have an impact in the life of a sales person again and again in this business. Certainly not one to pass up!

Click here to read about the next six selections, and let me know what you think about the titles on the list – or what you think should have been added!

 

Filed Under: Marketing Psychology Tagged With: , , , , , , ,

VidBit: The Referral Engine

May 5, 2011 By Leave a Comment

The Referral Engine by John JantschEvery small business owner gets their start through referrals – from family, friends, or the first paying client. Over time this word of mouth advertising helps the company grow and expand… and ironically lose site of the power of the referral – or become unsure how to cultivate them as the size of the company means less face time with each customer. The Referral Engine: Teaching Your Business to Market Itself by John Jantsch is a fantastic book for those looking to create a structured system of creating referrals. John is also the author of the well known book Duct Tape Marketing.

More sales are welcome, but the best part of referred prospects are that price becomes less important, as John puts it, “when your business comes highly recommended by a friend, the role of risk is minimized, and that fact alone moves the significance of price comparison down the list.” He talks about how non-referred prospects may instead think to themselves, well if I’m disappointed with the result… at least I won’t overpay!

Are you sick of having to justify your price – or worse… negotiate away your margins? This just might be what you’re looking for.

Below is a brief video by John to give you a taste, however if you want specific actionable strategies you’re better served to pick up the book for yourself. Highly recommended.

Filed Under: Branding, Customer Loyalty, Marketing Psychology, Marketing Systems, VidBit Tagged With: , , , , , , , , ,
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