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ADAM’S BLOG

All posts from August 2020

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994: What Is a Sales Call?

No, I don’t mean the kind we’re all used to receiving.

Beyond the pushy peddling of wares we don’t need.

Beyond “Hello Mr. Prospect.”

What is a value-based, help-people-move-forward, “I’m so glad you called” type of sales call, really?

In our teams, we’ve found that it’s the asking of (and helping find answers to) four questions:

#1: Where do you want to go? If you don’t know where you want to go, you can’t get there. If we don’t know where you want to go, we can’t help. Just helping to find answers to this question is, in itself, hugely valuable.

#2: Why do you want to go there? If you don’t know why you want to go there, you may find it’s not where you truly want to go… or that there are other destinations that could create equal or greater results with a fraction of the effort. Finding the answer to this question is perceived by some as a breakthrough in and of itself.

#3: How are you going to get there? If you don’t know how to get there, you may find the right path, or you may take convoluted and inefficient paths with marginalising or unethical advisors. Painting a clear, simple path to the goal is also hugely valuable.

#4: Do you want my help getting there? If you don’t, you have the path now. You’re welcome. If you want help, allow us to qualify you for either what we’ve created ourselves or prepared for you through our network of trusted partners. Either answer is acceptable, but the latter is usually more popular since it follows the 3 prior questions.

A sales call asks the right questions, creates clarity of thought, and looks for ways to move forward. None of those things are ‘pushy’ nor do they ‘peddle’.

Excited about sales calls yet?

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993: Tui Shou Marketing

Ever watched a performance of ‘Tui shou’?

You’ll find a video of two individuals practicing “push hands” tai chi, moving slowly in response to the actions of each other.

Those actions aren’t forceful, combative reactions designed to overpower an opponent. They’re complimentary, harmonising responses designed to guide a participant.

What a beautiful metaphor for marketing.

Marketing activities shouldn’t be about forceful reactions to user behaviour. Businesses and individuals engaged in marketing practices aren’t engaged in combat, yet most marketing vernacular is combative. “Who’s the ‘target’? What ‘campaign’ is active? What ‘competitive intelligence’ have you developed this month?”

Marketing activities should be about complimentary, harmonising responses designed to guide people. Helping people move from where they are, where they want to be. No force is applied, only the realignment of energy exerted by those trying to create change.

How could your marketing work be a little less combative, and a little more “Tui shou”?

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992: Patience Vs Stubbornness

Apparently, Warren Buffett’s favorite investment holding period is “forever.”

Does that make him patient, or stubborn?

Forever could be patiently waiting, or stubbornly holding. See what he did recently…

He sold all $7 billion of his airline stocks earlier this year, based on only a short period of new data.

Does that make him patient, or stubborn?

Stubbornness would cling to the investment because “forever is my favorite”. Patience would advocate playing the long game, even if the long game means looking at airlines again another day.

Stubbornness is often mistaken for patience.

Running a project or venture past it’s prime because of sunk costs feels like patience, but isn’t.

Abandoning a stock because it’s tanking past acceptable losses feels like a lack of patience, but it isn’t.

Every day we’re challenged to be patient about something. Make sure you’re being truly patient, and not merely stubborn.

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991: How You Capture Ideas

How you write down your ideas matters:

If you capture ideas in Word, they will receive the structure and rigidity of straight lines and font selection, possibly before the idea is fully formed. The polish you gain dampens divergent thinking and idea development.

If you capture ideas on paper, they will receive the fluidity and flexibility of analog, no fonts or straight lines to worry about. But from total freedom comes the opportunity to leave ideas in low fidelity, never to be shared.

The right method and combination of tools for capturing – and executing upon – ideas is a personal one.

Don’t be told how to do it. But be mindful that your choice of method influences the development of your ideas and your future.

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990: The Center Of Your Business World

What (or who) is at the center of your business?

A meaningful marketing message does not have you at the center. Your team inhabits just a part of a much larger narrative. With the customer at the center and their narrative as your new world, messages become more profound.

A meaningful product or service does not have you at the center. Your customers have more problems than you could possibly solve alone. So don’t solve them alone. Be it a service you designed or one you carefully selected from elsewhere, why stop serving people just because of what you did or did not make yourself?

A meaningful work-life does not have you at the center. The gifts of contribution, creation, and making lives better far outweigh the comforts of everyone thinking you’re fabulous.

Who’s at the center of your business’ world?

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989: He Who Connects Wins

When everything else is equal, he who connects best with a great message wins.

When your competitors run great ads too, your connection with your audience through a great message is what makes the difference.

When your competitors have a fancy website too, your connection with your audience through a great message is what makes the difference.

When your competitors have a strong salesforce too, your connection with your audience through a great message is what makes the difference.

If you (or your marketing team) are not proactively and demonstrably refining your messaging, you stand to lose to anyone who decides to do so. They have the opportunity to steal a substantial amount of your deal flow and change the landscape of your market.

Better to be the one making the shift, than the one laying victim to it.