Do You Have A Style Manual?

Folks who know me know that I like words and have high regard for people who know how to use just the right word to communicate a specific idea. Writers who write for certain publications are often held to standards that come from a specific style manual. Examples include Strunk's Elements of Style or the Chicago Manual of Style. These are essentially the "Rules of the Road" for writing.

Businesses need style manuals too. I'm not talking about Procedure Manuals, although those are important too. I'm talking about a big picture vision. 

Who are you and what are you all about? 

Once you know that, decisions in the business are easier. We commonly call this a Mission Statement or a Vision Statement. 



Here's an example: Let's say that part of your company's Vision Statement is "to provide high end residential clients with high quality, custom landscape design." The phone rings and it's a developer who asks you to come up with a landscape plan for a strip mall. What do you do? Does it fit the company's Vision? Of course not. Perhaps the developer is a high-end residential client, and you are obligated; but if not, you really ought to think twice before taking on the project. This is, of course, a very simple example, but you get the idea. 

A well-thought-out Vision or Mission Statement can provide direction for all kinds of business decisions.

 Building on the example above, we use the phrase "high end clients." Perhaps that provides some guidance as to how representatives of the company ought to dress, how the phone ought to be answered and what company vehicles ought to look like. It can also help you decide the best way to promote your business. A Vision provides guidelines, not rules. Does your company have a Vision?


The Power of Words

My last post had to do with sales. That is, presenting your message in terms that persuade your target, for lack of a better word, to WANT TO BUY. That concept is completely different from coercion. When selling is performed with thought, there is no buyer's remorse.

Selling is a methodical process which, properly executed, puts the potential buyer in the position of buying.  I've said it before and will say it again. People NO NOT LIKE TO BE SOLD TO. But THEY LOVE TO BUY! Put them in a position where they feel they cannot do without your product or service. Make them feel as if it's their choice, their decision. Using properly chosen words is an essential part of that.

A recent Wall Street Journal article by Duke Basketball Coach Mike Krzyzewski illustrates the power of words to persuade. Coach K is the best for a reason. Among many other skills, he understands how to communicate with his kids. I did not use the word "players" because he rarely, if ever, refers to his players as his players. They are his "kids." Words have power.

Read the article here. WSJ Coach K.

Watch Your Language

Salesmanship is the gentle art of letting the other guy have YOUR way.



These are the words of my grandfather. Sales is not about forcing someone to buy your product. It's about getting them to WANT it. It's about getting them to want your product RIGHT NOW.

Recently I was dealing with someone who wanted to sell me something. A big something. It really doesn't matter what it is. Selling is, well, selling.

When he was introducing his product, he said things like, "I've sold 4 of these in the last couple months, so I know this product really well." That was his whole tone. It was about him and his sales, not about me, and what I might want to get out of it.

When it got into the negotiation phase it became even more apparent that his goal was not to help me, or even to help his client (he's a broker), but it was to get his commission. Trust? None. He lost this sale.

For me, I want my client to be happy with what he buys from me. Nothing bad can come from that. He gets what he wants; I get what I want. Win-win. I also get referrals and a good word every now and then. I also get paid on time.

The sales system we created at Garden Concepts eventually came to be called The Ten Step Design Process. It's goal was to make the potential client a BUYER. 

After all, people DO NOT LIKE TO BE SOLD TO. BUT THEY LOVE TO BUY!

What are you selling?

The following is adapted from an article I wrote for the landscape industry. It's applicable to any business though.

So what is it that you have for which other people are willing to shell out their hard-earned cash? What is your business? This question is easier for some to answer than others. Are you focused on selling product, or solving people's problems?

I've been making my way through a book called Selling The Invisible by Harry Beckwith. It's an easy read and easy to pick up and put down too, which is why I nibble at it. The topic is sales in a service industry. One of the key concepts is simple: Have something people want to buy. Sounds easy. They may not know they want to buy it yet, but it still needs to be something people will buy and something they will be satisfied with once they have it.

Okay, so back to the initial question: So what is it that you have for which other people are willing to shell out their hard-earned cash?

Do you sell landscaping? That would mean trees, shrubs, paving, walls,...inventory items. Or do you sell something else?

Take a look at other industries.

Burger King: "Have It Your Way." It's not burgers they are selling; it's the convenience of customizing your order without a hassle.

The Care of Trees: "Our business is people and their love of trees." They could say "Come see us for all of your tree care needs," right?

Land's End: "Guaranteed. Period."

Caribou Coffee: "Life is short....Stay awake for it!"

Staples:: "That was easy!"

The above examples play on people's desire to have something hassle-free that makes them feel good. It's a wonder people in our industry have not caught on.

Look around and you'll see for yourself. Some do it better than others. I think it all stems from the mind set of the company. Consider the stereotypical landscape truck:

XYZ Landscaping

Trees, Shrubs, Flowers, Pavers, Black Dirt, Design

In other words, "Our business is to sell you stuff for your yard." Notice that design is often listed last, an afterthought.

There is a difference between selling inventory items and providing what people what they really want. Here are some angles that may or may not fit your business. Decide who your client is and solve their problems. Examples:

"For the busy professional..."

"Spaces for the growing family..."

"Extend the enjoyment of your home to the outdoors..."

"Improve you home's value by 15%"

"Enjoy your garden longer with year-round interest!"

You get the idea. Focus on the benefits, the "What's in it for me." People don't need this stuff, but if you can show them how it will improve their lives, they will WANT it.

But it's deeper than that. Lip service isn't enough. If you are truly in it to improve people's lives in some way, then that will show, and the sales will follow. As Beckwith suggests: Have something people want to buy. If YOU believe these things -- believe in your "product" -- not only is your integrity intact, but you will honestly work to help people achieve what you promised. That makes the little extras and enhancements that come up along the way seem more like "additional benefits" than "add-ons." That's the key.

Please share any other examples--from any industry--of companies selling benefits vs. product.

Reputation

I think there is no better choice for my first post than this.


Our opportunities are created or destroyed based on what people think of us. Once a reputation is tarnished, it is hard to clean it up.

Reputation

There IS one thing that's yours alone,

And it's up to you to guard it.

That thing's your reputation—

Be sure you haven't marred it:

When someone asks, "do you know him?"

And you respond, "Of course,"

Your curiosity's aroused—

Why? What thoughts are yours?

Are you visualizing someone

Who is pure as driven snow?

Or is his reputation showing—

Painting pictures base and low?

What's YOUR opinion of yourself?

Could you safely pass the test?

If ever your name's mentioned,

Would you feel you've done your best?

It's not too late to ponder

On correcting your mistakes.

If your reputation's tarnished,

Polish it for goodness' sake!

—Mary Burger

Mary Burger was my grandmother. She wrote this years ago and it was published in her local paper.

Your reputation is everything: Guard it jealously, reinforce it demonstrably, promote it religiously.