Hello Everyone, I just wanted to share with you all how much
the book “ Rework “ has changed, no validated my Marketing Education. I can
remember being in the Sales and Marketing classes here in Wisconsin and
listening to numerous class discussions about how the “ Book “ that that class
was based on was so out-Dated. When I checked the publishing date, I found it
was the Authors where the out dated part. I would hear these very old school
methods of Sales and Marketing that were outdated and rarely were used in
practice. I know, because I had just come from the field and saw with my own
eyes and ears that the Marketing was outdated and crude. I found the concept of
direct mail pieces were replaced by similar marking tactics, except they were
Emails and custom programed Apps now. The book was very up to date and reveled
what was really happening in real life sales and marketing. The best day I had
in the class was the day a guest speaker described all the changes that have
and need to be “ Reworked ”. I felt myself asking, over and over, “ Why?, why
would anyone in their right mind do this?” To the people teaching these
classes, nothing had changed. I was quick to ask; “ when were you in front of
live customers using these concepts?” I was told that these are what Colleges
were still training and it would go on for years to come. I just kept nodding
my head in disgust and disbelief. They just choose to remain teaching those out
dated concepts because it was agreed upon to be the only correct knowledge and
would remain the same. We would get a new textbook just a few long months after
returning from spring break. These instructors were not to bow to this new mantra
they found and would just let it die. If we were required to speak of all about
the great classroom ideas, I would just shake my head knowing this is in no way
current, in any way. I’m so glad that “ Rework “ came to be. The concepts that
is shared, so true today. I had been listening to the assigned blog interviews.
Those two Blog writes were in total agreement with “ Rework “ concepts.
I included two recent Pod Casts that I make direct mention
of the book; “ Rework.”
Adam,
I see the Salesboom area of expertise is CRS. I have a need
and Ill see if I can better define the need for you. I get my leads from one of
the vendors I represent. They appear so, so. Not bad, not great. I use
different methods, like you I would guess, to gain access to the target
audience. I could just zero in on only decision makers, but I first need to
find their needs. Just like you and I, I cannot assume, because I have no idea
what that may be. I used to put my product in front of as many eyes as possible
and found a lot of wasted time and possible brand destruction or at least
distortion. I have found in this world of heavy push social media marketing I
need to go back to customer consulting Vs. Straight up sales rep operations. I
have been in the game for a long time and the concepts have gravely changed 360
degrees. Read the book, “Rework” here is what I said about the book; I was
online discussing consultant Questionnaires as a good process for getting
prospects to “ Think Tank “ their methods of business. So many Companies are
under the false premise that;” If it is not broke, do not attempt to fix it!”
In a perfect world by Walt Disney, that was how things went in the 1980 to 1999
and look where we are at now. The up and comer’s in business are not thinking
out of the box, there is NO BOX!
Don’t worry Adam, Ill get to the point, first read this
about the book:
8.
Do you have a slogan or tagline that clearly describes what you offer in terms
of benefits or features? While many prospects may be eager to trot out their company’s slogan,
others will be absolutely mystified. Why? Note: The intended client may NOT
have an answer, because they don’t have a slogan. And, people, that’s not a
mortal sin. It’s okay not to have a slogan, or have one so simple that it
sounds dumb. I’ve done business with a home repair guy whose company slogan
was, “We Do A Better Job.” And he did.( “Remember, YOU
have to make your mark when YOU can! Statistics have proven over and
over again, the Marketing Rules have all changed “ A great book that looks
absurbly deep into this very concept is “
Rework “ by; Jason Fried and David Heinemeier Hansson who are the Founders of 37 Signals. Their
work in marketing and human behavior is putting the Marketing 101 taught in the
past three decades completely to shame! They have put us right in the EYE of
the Marketing storm, by committing the largest scandal of our present time; by asking the one child-like simple
question-Why? * If that recommendation does not peek even some
interest, well-what more can I say?
No, I am not selling Books, maybe I should-But I will admit
when I am wrong and I am on the “ Rework “ train heading to where all the
action is.
What I need to know, who are the up and comers and how can I
use CSR to better be there upon need. Let me try to put that in clearer
meaning. Most people do not set out to go to a store and buy a dog. They may
love dogs and talked about getting one, one day. I ran a pet store called “ Pet
Land “ they were out of Ohio, and we ran a store franchised in Mayfair Mall in
Milwaukee, WI. I had 40 dogs on hand for sales from 10am till 9pm. We offered
the dogs to you, by watching who was the interested party i.e. Mom, junior,
misses, usually never Dad. We pushed the teary eyed, mass licking machine in
the hands of the “ Most Desired “ prospect. The go to guy was Never Dad, by the
way, usually Mom or the kids. (This was locating the emotional investor.) Then the consulting hat goes on and the first
thing Dad screams out, we are NOT looking to get a dog today! I’m prepared, for
what He thought was the game changer and the gauntlet was dropped. Dad did not
know I was one of those kids who knew the word “ NO “ all too well and spent
all my spare time hours seeking a “Yes”! I defused the aggressor, with out
loosing a step; “ I know Dad, I was just trying to get this poor puppy out of
that hot display box to stretch his legs. It just seems so cruel to never let
them out. ( * Which , by the way is NOT true, I had 10 dogs out at any given
time from 9am till 10pm. I wanted them
energetic and very people orientated. In the Industry we called it socializing
the animal. In sales we called it the pre-test drive!” Dad keeps interjecting
with how much they are not shopping for a dog today. In my head the script says
get the rest of the team on yes answers. I ask the Son or Daughter, what would
you call your new friend, if you could have one? This is “ Dream Role Play and
Psych 101 combined with the Affiliate sales team approach.” I learned from the
very best, Zig Ziglar.com.
I turned that bright-eyed child into the greatest sales team
the world had ever seen. I became the “ Yes “ cheerleader. “ Your new puppy dribbles is it? Yes they
would smile Does dribbles have a nice yard or park near by to run in? Yes, they
cheered. Do dribbles; help teach you responsibility and respect for animals?
Yes!”, now the little sister and Mom cheer together screaming “ YES “ to
selling Dribble’s to DAD. I have heard that conversation thousands of
times. Dad was in the preverbal worst
seat of all parents’ today hate, “ The Parenting of Common senses – who is
going to cleanup after this dog! We will they all promised up and down, that
was my signal that the battle was over- I re-assured dad that this was a smart
in vestment and Dribbles would pay back in years of unconditional love.” I
would now direct Dad to the retail shelves; explaining how important each adds
on sale would be to keep dribbles alive and healthy. If price was not of
concern; I didn’t bring it up. If it came up and sounded like it may be a
objection game changing event, I had the move for this as well. I practiced
this close endlessly for countless closes. I was known; wide and far’ by all
the Mall employees and Dog owners previously engaged, lovingly as “ The Puppy
Pusher.”
I would like to take this moment to apologize to the
hundreds of unknowingly; unsuspecting Parents who mistakenly thought the Malls
were safe from Pet Salesmen. I have no regrets, and yes you paid 5000% over
regular retail for that puppy Mill dog. Next time, you will visit your local
humane society or “ No Kill “ shelter.
So what is the point of this never-ending story Adam? The point
is People really do not care about me and 99.999% love to talk about what? Yes,
themselves, that’s right Adam, never forget that and keep your eye on the ball!
I have some great custom programed apps that allow my
customers to communicate up to the minute events to all their customers on the
fly. It can be programed to with happy anniversaries’ and suggest the best
route to take them home or avoid all Pet stores in route.
As you know Adam, today’s customer is on the run with their
entire office arsenal in the palm of their hand. They can work on projects
while doing so many other mundane daily activities, hopefully not driving! The
playing field is never ending and the capabilities of our projects have no
limits. My job went from running around saying;” the sky is falling! “ To you
need a better view and I have it for you. The skies really are the limit today
and the net will takes us there and beyond. “
Adam, you and I are no longer salesmen; we are coaches,
engineers, conductors, inventors, Adventurers, Serial Entrepreneurs Game
Changers, Visionaries and Future Philanthropist.
What I need from YOU and your CSR is a way to locate and
engage my prospects in a manor that allows my services and products to be
introduced and create a team play effort and “ thinking Caps “ are mandatory as
is the question We stopped asking at five; “ Why? “ I reply, “ Why Not?”
Best regards;
Peter Sauer
http://stopgettingrippedoff.weebly.com/
Media Communication Engineer
Extreme Exposure Marketing
postivereviews4u@gmail.com
Live T-Free 888.213.9996 Live Text 262.305.7406
My next writing is a recent rewrite from a questionnaire. My
sole purpose here was to show how the book “ rework “ fits into my career Life:
I
purposely kept this Questionnaire closer to its first Version
·
VERY IMPORTANT NOTE: READ THIS WARNING FIRST!
·
This is a Industry
Confidential Questionnaire, NOT FOR PUBLIC USE*
·
**
(Not-For-Public/Client/Prospect/Business Owners)
·
It was written to other Online Creative Consultants
for in-house instructional use, please keep that in mind when reviewing.
·
I write much kinder and more attractive Questionnaires.
·
But, to
retain the street value and gain the “ Real-Life-Mind-Pictures, I kept it
closer to the original copy!”
·
PLEASE NOTE: If you find
any offense to the questions, they were NOT written to offend
you.
·
Rather, this
is solely a “ Thought-Provoking” Exercise. There are no wrong answers to this test;
·
Rather you
would be short changing the possible outcomes of great success.
·
That being said, we may not always agree on any or part of the creation details. Or I
may as a Consultant, respectfully decline producing your project. Please keep
in mind; I too have to be proud to show off your online products. With all
that said, DO NOT feel YOU NEED to
answer all these questions.
·
But, keep in
mind that the out come depends on your input and my job is directing and
conducting business that is profitable for all parties.
·
If any of this is NOT of interest
to you, please-lets shake hands and go about our business.
·
Our Motto is: ” We care enough about your Business, to
make it OUR business. “
Tip:
I recommend using this questionnaire
before you write a Web design proposal. You should reserve your
proposal-writing time for the best-qualified prospects, rather than everyone
who asks for one.
* Hint: My thoughts
are in blue ink. I just thought you might like an insight as to where I stand
in comparison to the original Authors thoughts and comments.
The best Web design questionnaires focus on:
- What the site’s
supposed to do for the client’s business?
- What the site
will look like?
(*Commentary by
Original author will be in Italic from here out.) I’ll take you through the
questionnaire that I use, and explain the rationale behind each question.
7.
Why do you believe site visitors should do business with you rather than with a
competitor? Face
it, on the Internet; the competition is but one click away. (This Author Notes: Custom Programed Apps keep that
clicking solely to your business if used correctly by all parties! Please, Do
Not Confuse a MOBILE-Friendly Upgrade to YOUR present web site as a “ Custom
Programed App” there really is “NO Comparison!) Which means that your
prospect’s site will probably be compared to a lot of other sites. So, it’s up
to you and the prospect to make the site memorable.
8.
Do you have a slogan or tagline that clearly describes what you offer in terms
of benefits or features? While many prospects may be eager to trot out their company’s slogan,
others will be absolutely mystified. Why? Note: The intended client may NOT
have an answer, because they don’t have a slogan. And, people, that’s not a
mortal sin. It’s okay not to have a slogan, or have one so simple that it
sounds dumb. I’ve done business with a home repair guy whose company slogan
was, “We Do A Better Job.” And he did.( “Remember, YOU
have to make your mark when YOU can! Statistics have proven over and
over again, the Marketing Rules have all changed “ A great book that looks
absurdly deep into this very concept is “
Rework “ by; Jason Fried and David Heinemeier Hansson who are the Founders of 37 Signals. Their
work in marketing and human behavior is putting the Marketing 101 taught in the
past three decades completely to shame! They have put us right in the EYE of
the Marketing storm, by committing the largest scandal of our present time; by asking the one child-like simple
question-Why? * If that recommendation does not peek even some
interest, well-what more can I say?
I realize that this sounds over the top to many of you, but
it really is how I feel about the book. I have struggled since grade school
with ADHD and realize just what an asset it can be if I can focus my ideas for
good productive use.
