Yoda the WOO Leader

In one of his more recent blog posts, Seth Godin wrote, One option is to struggle to be heard whenever you’re in the room… Another is to be the sort of person who is missed when you’re not. The first involves making noise. The second involves making a difference.”

I couldn’t agree more.  In fact, I like to call those people who make a difference, “WOO Leaders”.  WOO is the ability to win others over and is identified as one of 34 strengths in Gallup’s Strengths Finder 2.0.

As WOO Leaders (aka: Influencers), we strive to affect change but which type are you?  Are you a noise maker or a difference maker?  Is your presence missed when you’re not in the room?

How do you go about making a difference in the lives of your clients or for that matter, with any person you meet?  In our fast-paced information society, the old notion of making “just” 7 impressions, before you/your message/your brand are remembered, is so far outdated it’s almost humorous to try and measure it that way any longer. But this isn’t funny to those of us who are scrambling to make a living by influencing others.

There’s literally thousands of people/companies/brands/products/services competing for our attention at any given second.  Doesn’t that elevate the importance of how you differentiate and disseminate, your own influence?

How will you grab attention in the ever-increasing ADD society in which we live?  Whether you’re squarely in a sales role, arguing a case in a court of law, trying to win votes, taking a product to market or trying to raise funding/awareness, there is no disputing the potential impact of an influencer.

On the flip side, are you taking yourself too seriously? Do you think that because you’re a subject matter expert (SME) you need to be buttoned-up and boring?  I beg to differ.  Keep doing that and you’ll make positively certain that you’re not even invited – let alone “missed” when you’re not “in the room”.

But don’t take my word for it, let’s consider Yoda.  You can’t get much more SME-like than Yoda – he was a Jedi Master for heaven’s sake!

Jedi Master, Yoda

But did Yoda worry about being too old, too short, not attractive and too small of a voice to be heard?  Heck no! Despite the ripe old age of 900, this “species unknown” was no curmudgeon!  Yoda had more WOO in one of his six “fingers?” than the entire fleet of Jedi Knights.

If you’re still reading this by now you may be wondering about whether or not I’m in touch with reality.  I admit I have a rather healthy imagination and so I respect your skepticism but bear with me. I DO have a point.  Yoda (performed by Frank Oz) was depicted as a rather small, unattractive, very old and frail character but when you first met him in The Empire Strikes Back, you have to admit he won you over, didn’t he?  And it wasn’t because you felt sorry for him – you respected him.

In fact, in 2008, Yoda was selected by Empire magazine as the 25th greatest movie character of all time. And yet he speaks very few words and when he does it’s in a very odd manner.  So why do we love him so much as a character?  After all, he’s nothing like us.  Or is he?  Ah hah!

Turns out this creature was a warm and genuine, profoundly wise, inexplicably strong and highly sought after visionary.  A WOO Leader to the very core who knew his strengths and was practiced in the art of making a difference.

As an influencer, are you making a difference or just making noise?  If you don’t have an answer for that, you may want to invest some time to figure it out – sooner rather than later.

The ESM Group offers A-ffectiveness Coaching to help influencers better leverage their inner WOO Leader. Stay and help you, we will!”

Elizabeth Mansfield
Founder and Principal WOO Leader
Strengths Finder 2.0: WOO } Activator } Strategic } Communication } Ideation

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theme 2012

Dr. Stephen Covey said, “The main thing is to keep the main thing the main thing.”

As I go into 2012, my decided word for the year is “intentional”, so I can’t think of a better quote to keep in the forefront of my mind than this.

What is your word for 2012?

This past month I asked my Facebook friends this question, “For 2012, what’s your word going to be?”, and I framed it this way, “This is a word that you’re going to own to characterize yourself for the upcoming year”.  Friends posted words such as “selfless”, “boundaries”, “acceptance” and so on.  I loved reading these and so it got me thinking…  These aren’t just words.  They’re themes to live by that traverse many aspects of life such as work life, physical well being and relationships.

So as we approach the task of making personal improvements in the coming year (note; I did not use the word “resolutions” which could mean promises, pledges or vows), why not approach it in a less daunting way?

If you’re like me, maybe you want to do a number of things differently this year or maybe just one.  But there’s a simpler way to tackle this obstacle than a resolution.  Pick one “main thing” and like Covey says, keep it as the main thing.  In fact, I’d prefer to call it an overarching theme.  If you do that, you’re more likely to allow your theme to permeate other aspects of your life making it more likely to stick.  A resolution too often equates to an empty promise you can’t possibly live up to which becomes self-defeating once it goes awry.  You can’t fully recover once you broke it, so instead you give up or don’t even bother trying any longer. Themes are much more forgiving and can be reclaimed if you get off track throughout the year.

What is your “theme” for 2012?

And here’s another thought.  Do you remember Ally McBeal (Fox dramedy series that aired in late 90’s)?  You know, the one where Ally (Calista Flockhart) visits a therapist (Tracey Ullman) who urges her to choose a lively, danceable, “theme song” for her life?

Ally McBeal "Theme Song" episode.

Now, I’ll admit that character was a little kooky – and although entertaining, they were both a little half baked for reality – but the concept is solid.  Why not pick a quote and/or energizing theme song to go with your theme for 2012?  That way you have something you can go back to for inspiration to remind you of how you felt when you first picked your theme.  You are energized when you first commit to it, right?

This year, don’t bother making the inevitable short term resolution.  Try picking a main theme instead.  Then add a theme song or an inspiring quote.  But remember the main thing; Keep your main theme, the main theme.

We’d love to hear from you so please feel free to keep sharing your themes and theme songs with us!

ESM wishes you every success in 2012.  HAPPY NEW YEAR!

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in thanksgiving…

“I would thank you from the bottom of my heart but for you, my heart has no bottom.” ~Author Unknown

It is impossible for me to reflect upon this holiday without thinking about how grateful I am for family, friends, valued business partners and clients.  Saying a mere THANK YOU for the gifts of your love, friendship, time and trust sure seems flat compared to how blessed I am to know you. I guess you’ll just have to believe me when I say that I have taken the time to say a prayer of thanksgiving as well as to offer a blessing to each and every one of you and yours this holiday season.

This year, I wish to also give special thanks to those who donated toward to my cause.

Children of Moyo, Zambia

I feel so blessed to know the gracious souls (all donors and sponsors listed below) who so generously donated their hard earned money and/or talents.

Your amazing contributions meant that over $10,000 went directly toward helping the community of Moyo, Zambia become that much closer to self sustainability.  Wow!  I’m still speechless.

A few less than articulate, humble words of thanks at the event.

“One can pay back the loan of gold, but one dies forever in debt to those who are kind.” ~Malayan Proverb

Thank you for the amazing “missional” example you’ve set and for all your contributions in so many forms.  May you and your families have a Thanksgiving blessed with all the love and grace you so generously have passed on to others this year!

To see the gorgeous, artful, photos (donated by GSmithImages) from ESM’s Supporter Appreciation Party, please check out this link.

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Donors:

Mary Adema

William Alexander

Lisa Anderson

Patricia Anderson

Christine Anderson

Kris Anderson

Jody Anderson

Jane Balster

Karen Baumberger

Mark Blazei

Mark Boehler

Chuck Bolton

Margaret Borth

Rick Brimacomb

John Bristol

Kathy Buggy

Dan Campo

David Carroll

Steve Coleman

Edward Cracraft

Dan Croonquist

Sara Darling

Richard DeBlieck

Audrey Dehn

Andrew Dulka

Susan Eiden

Steven Erickson

Christopher Faris

Kristin Finberg

Brian Fudenberg

Joanie & Keith Garborg

Leary Gates

Bruce Genck

Lori Gerval-Bridenstine

Laura Glandt

Sonya Goins

Janet Gothro

Denis Griffin

Scott Hedberg

Greg Hennes

Nyla Hoffman

Dave Hornung

John Hovren

John Howard

Brandon Howe

Catherine Hubbard

Audrey Ivester

Richard Jaeger

Kay Johnson

Karen Karnowski

Jay Kasdan

Jean Kienitz

John Klarkowski

Sandy & Wally Klarkowski

Dave Kloster

Kim Kritzer

Kevin Kruse

Hosain Lipson

Robert Lundquist

Darin Lynch

Robert Mansfield

Elizabeth Mansfield

John Marshall

David Meisinger

Diana Mini

Dr. Steven Moe

Ingerid Mohn

Thomas Moran

Kathryn Moren

Joe Morrick

Jennifer Nelson

Kelly Nueske

Nancy Olson

Susan Olson

Tolu Oyelowo

Molly & Todd Peterson

Heather Pfeiffer

Camile Pitts

Matina Ploumidis

Ann Pohlad

Joe Reardon

Teena Risley

Dave Sausen

Jeffrey Schaubschlager

David Schwandt

Shawn Smith

Monty Smith

Bill Spence

Peter Steichen

Michelle Stinson

Lori Strommen

Trevor Studanski

Melissa Swiler

Steve Tarani

Steve Thalhuber

Hamish The Trainer

Nicole Tietel

Ellen Timmerman-Borer

Eric Tostenson

Jeffrey Warner

Susan Weedman

Mark Westergaard

Event Sponsors:

God bless you all,

Eli

As a part of our core values, ESM uses “the gift of influence” to do Business Unusual and this carries through everything we do.  Stay tuned for future posts updating you on how “Business Unusual” was conducted in 2011.

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The Birthday Gift

It’s my birthday and it was a gloriously warm and sunny morning for November 12 in Minnesota, so I decided to go for a walk and enjoy it.

¾ into my walk I found myself a nice park bench overlooking the lake and decided to take a moment to reflect on the past year.  As a busy entrepreneur, sitting still and reflecting is something I don’t take time to do very often so I was trying to be more intentional.

Anyway, I was sitting there contemplating what roller coaster ride God might have in store for me THIS year while watching all the happy people pass by when something rather unexpected happened that made my day.  In fact, it is now clear to me this experience was my birthday gift.

A homeless person walked over to my bench.  For a few seconds, I thought she was going to sit down next to me.  I smiled at her and so she sauntered in a bit closer and then while standing there in front of me, she ask me a question.  She said, “Have you ever had a tooth pulled?”  I said, “Yes” and for some reason this exchange made me smile again.  All my wisdom teeth were pulled before my three years of braces.  I did not share that with her though because the contrast between our respective lives was apparent enough.

I guess she took our common bond as an invitation to tell me all about her dental history because she shared with me that she recently had three teeth pulled.  She went on to say that there was an infection that had spread, as she gestured to the whole left side of her face, and so they had to pull the teeth.  Being an “every 6 months to the dentist for check-up and cleaning” type, I tried not to cringe.  She said she was concerned about something she’s feeling with her tongue in her mouth now that the stitches were starting to dissolve and she was wondering what the doctor might have put in the hole.

As she was so friendly and matter-of-fact with me about her tooth problems, I was trying to decide whether to be somewhat amused by this conversation or afraid that she was going to ask me to take a look inside her mouth.

I suggested that if she could, she should try to leave it alone so it could finish healing and then go back to have them take a look to make sure everything is OK.  Then she pointed to where her front lower teeth were missing because they were pulled earlier this year from another infection.

Clearly someone had seen to it that she got some help with these inflections but not knowing for certain about her situation, I asked whether she could gargle with warm salt water in the meantime.  I felt a little naive after I’d said that but she responded by telling me that they hadn’t told her to do that but agreed that maybe that would be a good idea.  In hindsight, now I wonder whether she sensed that I wanted to help and was trying to make me feel more comfortable in our conversation.

To be honest, I was feeling a little awkward and wondering how the conversation would end.  I actually debated whether or not to stand-up, politely say goodbye and continue on with my walk but I didn’t.  Something made me stay there.

And then she said she wondered what she should eat (given her sore mouth).  Continuing on with my own ridiculous agenda to try to help her, I suggested that maybe if she could have some soup it would help.  To my surprise, she agreed and said she thought she’d have some Healthy Choice soup.  And then she added that it probably should not be too hot.  I agreed that that sounded good but I couldn’t help but wonder whether or not she even had someplace to have her warm soup.  That is, if she even had any soup at all.

I had nothing with me, not even my phone (because I wanted to “unplug” for a bit) so I was feeling a little helpless not knowing my purpose for being in this place at this time or why she was sharing all this with me.  I was unsure how/if I could help her as she obviously had some concerns weighing her down.  So I decided to just keep listening and participating in our friendly conversation to see where it would go.

She asked what I was doing there and I said I was just out for a walk.  She asked if I came there often and I said, “Yea, sometimes”.  But I didn’t really know whether she meant to that bench or to the lake.

Then we chatted about the weather.  Isn’t that funny?  Most Minnesotan’s open conversations with the weather but not this woman – she launched right into teeth.  Then she said she was wondering why there was no snow yet and we both agreed that that was a blessing.  I couldn’t help but think about the approaching winter and glad to see someone had already given her a warm Carhartt jacket much like my own.

I asked her her name.  She told me it was Joanna and asked me for mine.  I told her and then I said to her, “Joanna, do you mind if I say a little prayer for your healing?”.  She smiled a warm and toothless smile and said to me, “Thank you, Elizabeth”.  And then she turned and walked away.  I watched her for a bit as she sauntered away carrying her paper bag wrapped in plastic, all the while hoping she would be OK this winter.

It was then that I realized my purpose for being in this place at this time on my birthday.  It wasn’t to “help her”.  It was simply to smile and to listen.  She asked me for nothing.  And instead, she gave me a very special birthday gift.

I sure hope to see Joanna again some day.  If I am so blessed, I promise to be more practiced in the art of listening.

My Dear Joanna,

May God bless you and keep you.  May you be healed and stay free from further infection.  Thank you for the gift of your time today – What a beautiful birthday present you gave to me!

With love,

Elizabeth

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I care. And so I run. …for now

I was reminded of some of my own stories from my mission trip to Moyo, Zambia last year after connecting with an organization that randomly began following me (The ESM Group) on Twitter called Three Avocados Coffee.

Three Avocados is a non-profit organization that was founded as a creative solution to ending the global water crisis, starting with Uganda. 100% of their net proceeds provide clean water in Uganda, with hopes to expand in the future. They aim to provide coffee lovers with a product that enables them to make a 100% socially responsible choice when purchasing coffee.

Three Avocados was formed by a group of Christians after a mission trip to Uganda in January 2010. While they are not a religious organization, they feel that God has richly blessed them, and therefore are compelled to help those in need so that they may see the light of Christ shine through their organization.

Here’s my point… Their name, “Three Avocados” was inspired by a widow in the village of Bulopa, Uganda, who literally gave all she had (three avocados) to ensure others could eat.

It’s amazing stories like these (and they keep coming, one right after another) since I returned from Zambia a little over a year ago that continue to inspire me. And I am certain that these stories continue to be placed squarely in front of me for a reason – stories that existed long before I personally decided to get off my butt and do something but it’s amazing how differently you view the world after you visit a place like Moyo.

Anyway, there’s no doubt the widow is a very special human being and yet, she’s one of many in countries like these. The single biggest thing that struck me during my own mission experience was the way in which people take care of each other there. The reason the story about the widow is so moving is because it’s pretty hard to fathom being compelled to give up so much in spite of one’s own circumstances – so lovingly and absent of regard for ones own needs.

Whether it was the many Zambian women who poured their time and energy into serving other families living with HIV/aids (many of whom were inflicted themselves) or the homegrown/made gifts we received as a thank you from the families of our sponsored children. The humanity and grace abounds despite their having absolutely nothing. And yet, ironically, that is why there’s also so much joy evident upon their beautiful faces – because they live their lives not even questioning the time/reason to serve others. It’s engrained in their daily lives.

Believe me when I tell you, I am not trying to preach. I merely feel compelled to share my own experience and explain how it has changed me. I’ve struggled with this part of my own life (what it means to live missionally in the modern world) since returning, almost daily. And I’m still not 100% sure about the reason I know I was called to go there but I’ve been told (by more than one friend/spiritual advisor) to be patient with the process and the reason will be revealed in time. As someone whose #1 strength is “Activator”, patience is not my strong suit but I’m trying. I’ve been as patient as possible and very open to listening ever since I returned because once I got there, I realized “going to Africa” was not a once in a lifetime experience – at least not for me. I may have signed-up to go thinking about it that way originally, but now I know there’s a bigger plan in the works for me.

World Vision’s founder, Bob Pierce, said “Let my heart be broken by the things that break the heart of God.” I totally get that now. Seeing first hand the work that World Vision does in their Area Development Projects (ADP’s) such as Moyo, to help them become self sustainable over the course of 10-15 years, is an amazing experience. They are truly an organization that walks the talk of their mission.

But it’s not just about World Vision as an organization. It’s about all the people, churches and so many other organizations (and there are many) that are doing God’s work because they “get it”. They are so instrumental in breaking the traditional boundaries of religion/business/politics to do something real. They are stirring the hearts of average people like me, and awakening their souls so they can no longer stand to continue walking this earth in denial that what goes on outside their home/world is not their problem. I feel so blessed to be a part of a church that truly cares and does SO incredibly much with their skills and resources both at home and abroad for others less fortunate. It is my intention to continue to model my business in such a way that being missional is always a major part of its core practice.

During my most recent ZTF (Zambia Task Force) meeting, we heard the stories from two more mission trip groups who recently returned from Zambia, one of which was a group of high school students, since our first foundational mission development trip. It was wonderful to hear and see pictures of how in a little more than one year’s time, more bore holes for access to clean water have been dug, crops are growing, the construction of the high school is progressing and hundreds of bicycles are being distributed so the younger children are no longer forced to walk many kilometers in the dark (or sleep on the dirt floor of their school) just to be able to attend. This is not to mention the countless mosquito nets, wheel chairs, and other important supplies that have been distributed – it was a blessing to see the foundation being laid since my trip. And yet there’s still so much work to be done.

It is my absolute belief that the best possible thing that could happen to each of every one of us is to make of point of baptizing ourselves by such an experience as this in order to inspire others to take action and get involved. Experiences such as these help us to remember once we come home and fall back into the pattern of our daily lives because once you’ve seen it, it’s hard to deny the desire to figure out a way to use the blessing of that experience to pay it forward. I strongly believe it’s the only way anything is ever going to change because it sure as heck isn’t going to happen through any one of our countries’ respective governments. And whether we’re comfortable with the concept of it or not, we gravely need to change.

I want to make a point of telling you how much your past support has changed me as well as what it has meant to me personally. I still don’t know for certain what I’m supposed to be doing with all the stirrings inside me but I do know this; My heart continues to be “broken” by the images engrained in my memory and there’s no doubt in my mind that God did not intend for some of his people to live like kings and queens while others are left to die.

As the back of my Team World Vision jersey appropriately states, “I care. And so I run.” at least for now. I add the, “for now” part because believe me when I tell you, it’s not that I’m overjoyed to train all summer long in the sweltering heat. I like running but running long distances does not come naturally to me and despite a bruised rib, I gotta finish this thing. I’m not looking for anyone’s sympathy here. I say all this with the intent to express how important doing something with all this pent-up energy and passion (until I’m guided to what else I’m supposed to do) means to me. In other words, I don’t just do this run for fun and then expect everyone else to put forth all the resources. I’m truly passionate about the cause and have seen and heard what our combined efforts are doing for these people.

Last year, with the gracious generosity of friends and business partners, I raised over $6,700 and my church as a whole raised a little more than $27K for Moyo. This year my goal is $7,000. I am very motivated to push myself beyond my normal boundaries as my own way of helping others in need that I’ve met firsthand but I can’t begin to tell you how much your support in the form of donations fuels my fire. Last year as I ran this race I asked God to bless every one of my contributors while the images of the children of Zambia were playing like a slide show in my head. By the time I crossed the finish line I was crying my eyes out.

Will you donate and be instrumental in supporting my run?  All proceeds go toward helping the community of Moyo, Zambia become self-sustainable and this is the community in which my own sponsored child lives.

Since I’ve returned I’ve made being “missional” a part of my lifestyle and my business and although I’m far from becoming “a missionary”, I have come to realize that I’m supposed to use my gift of influence as a stewardship for the purpose of altruism. Which is kind of ironic coming from a former VP of Sales who used to only use this gift to influence the next sale. Needless to say, it’s been a transformational journey.

I feel the need to let you know that I too am walking the talk, so here are some of the results that have come from my experience in Zambia…

• Personally, I have downsized twice, become leaner, greener, healthier, calmer, more focused and more at peace with all things and as a result, a much happier person in general
• I made a four-year commitment to the Zambia Task Force (ZTF) at my church that works very closely with World Vision in Moyo, Zambia (as well as many other mission partners locally, domestically and internationally)
• As a ZTF member I meet monthly with our group to plan how we (as a church community) will continue to keep awareness high in our own community
• As an only child and having no children of my own, I find myself even more committed than ever to Beene (my sponsored child whom I met in Moyo) and this commitment will continue until such time that my church and World Vision’s work is done (10-15 years for self sustainability)
• As the #1 fund raiser last year, I agreed to an interview on WCCO radio with the goal of making a greater impact on awareness for the cause and fundraising
• This year I was asked to be a Team World Vision captain – acting as a volunteer resource to impact awareness, including recruitment for the race, training support/encouragement and fundraising motivation/tips for my team
• Since returning, I’ve been asked to speak publicly about my mission experience and will continue to do so with anyone/group that will listen
• I’m running my second half marathon on August 21st and hoping to exceed last year’s impact by raising $7000 this year
• I’ve been holding meetings with a number of missional organizations just to learn more about what they’re doing globally as I feel the need to come up with other ways to serve
• I have launched my website with a page dedicated to conducting “Business Unusual” – a term I learned and adopted while meeting with Mike Veitenhans the World Vision Regional Director in Zambia.

It is my personal goal to figure out how I’m supposed to incorporate my passion to be missional more fully into my business before this time next year. I just know I need to figure out new ways to spread out my impact.

In closing, please see this timely post by Seth Godin today on “Selling the Benefits of Charity“.

If you’re a local follower of my blog, please consider connecting with me, donating to the cause and joining me on September 22nd at my Supporter Appreciation Party.

God Bless,

Elizabeth (Eli) Mansfield

Posted in Business Unusual, Fund Raising, Points to Ponder | 2 Comments

conducting business unusual

The ESM Group is passionate about conducting Business Unusual

Attention potential donors toward My Team World Vision 13.1 Run: Please Save the Date! The ESM Group cordially invites you to our Supporter Appreciation Party

A South African Wine Tasting on September 22, 2011 from 6-9 PM in special thanks to you, my TWV 13.1 run sponsors!

Party invitation is in very special thanks to donors who sponsor Elizabeth Mansfield’s run in an amount of $50 or more per person. All donations must be made by/before August 21st (race day).

Upon making your donation, please RSVP on Facebook as space is limited to 100 people.

  • Enjoy wine, beer and lite fare while mingling with others and perusing the beautiful gallery of the Hennes Art Company
  • Learn about the fine wines of South Africa from Z Wines
  • See a live performance by the fire twirling goddess herself, Amy Bloss

The Supporter Appreciation Party is fully funded by The ESM Group with the help of sponsors/donors (to be announced).

All proceeds go directly to the cause, are 100% tax deductible and payable to World Vision. For more information about the cause and how to make a donation, please visit my Team World Vision microsite.

Please spread the word and invite others to donate and attend. New friends of this cause are always welcome.

Thank you VERY much for your support of this very important cause!

God bless,

Elizabeth (aka: Eli)

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Independence Day

“In the truest sense, freedom cannot be bestowed; it must be achieved.” ~ Franklin D. Roosevelt

How true is that!?! Throughout history we’ve proven that to ourselves. Our victories have all been labors of love (for country, for family, for success, for a cause) and most of our defeats came from getting way too comfortable, overconfident or lazy. Look at the state of our economy. There’s a time when every one of us relied on credit, took more than we needed or felt entitled to more regardless of what we did to earn it – and so here we are.

Freedom has to be earned and that’s not easy – it never has been. Our forefathers knew this. How did we get so off track?

As an American the odds can be stacked against us and yet traditionally, in the business world, rarely does one completely fail when we’ve done all the right things. Tremendous opportunity still exists.

People are still finding great jobs because they work hard at it and present well – this is not luck. Businesses are surviving despite consumer confidence levels – this is not luck. Sales are still being made despite longer sales cycles – this is not luck. No matter how stuck we get, eventually most of us can figure out a way to right ourselves (or ask for help) and move forward with the lessons we’ve learned. It’s who we are. God bless America!

It’s when we think it’s going to come without sacrifice or that we’re simply entitled to such freedoms, or that these freedoms weren’t intended to be shared, that things get out of whack.

This Holiday, may you embrace a renewed perspective on the blessing of freedom in this amazing country in which we live. Happy 4th of July from The ESM Group.

Posted in Business Strategy, Holidays, Points to Ponder, Sales and Marketing | Leave a comment

How does Memorial Day impact your opportunity for sales?

Very little when it comes to service-based businesses, right?

Why?

Holidays like Memorial Day bring retailers the opportunity to run HUGE Memorial Day sales and promotions that can’t help but capture our attention.

So why can’t professional service providers get in on that action as well?

Service-based companies could stand to take themselves a little less seriously and learn a thing or two from these product-based, master marketers.  So unbutton your top button and listen-up…

Be opportunistic

Why not take advantage of seasonal shifts, holidays or other opportunities to run promotions? People tend to be listening more/less at certain times of the year so pay attention in order to start using your marketing dollars more wisely. Timing is everything so strike while people are in good spirits. They’re likely to pay better attention in anticipation of a relevant upcoming event – but not when they’re in the throes of tying-up lose ends – by then it’s too late to help.

Know your audience

What do they care about? Have you asked? Do you even know? If your client is billing during the day, what about offering meetings/planning sessions in the evenings? Be flexible. If your client (an Exec) needs to get a project done before summer so they can get on with their family plans, get a clue. Analyze your customer’s buying behavior/trends and promote your services in a way that can help them accomplish their goals – not interfere with them.

Get creative

Why can retailers run big audacious promotions but it’s frowned upon for professional services? Ask yourself, “What do we need to do to sell more ‘x’ right now?” (fill-in the line of business/service offering). Why not run a just-in-time promotion or a strategic campaign? Is thinking out of the box not your firm’s modus operandi? Take a look at your sales. How are you doing? Maybe it’s time to rethink your marketing strategy.

The ESM Group wishes you and yours a safe and memorable holiday!

Posted in Holidays, Points to Ponder, Uncategorized | Leave a comment

the alignment between sales and marketing

Think of gears as a metaphor for alignment…
Proper gear design is imperative in order to produce the desired result. The cogs (the teeth) must mesh and be precisely aligned in order to work in tandem. When alignment is attained, gears turn and transmit motion. The motion produced, performs a key function as intended by the gear’s design. Simply stated, gears are designed and aligned to produce results – and their performance matters.

Now think of alignment in terms of your service-based business…
In this case, alignment may refer to the fit between your business model and your business development strategy. Or maybe it’s the alignment between your sales process and your marketing efforts. Or even about the alignment between your differentiators and your client’s perception of value. Properly designed business development strategies that fit the way you do business, “align the sales and marketing gears” to produce the desired result – growth.

The fact is, services are the hardest thing to differentiate and sell.
Until the prospect knows you, the perception of your capabilities is highly subjective. Closing new business typically requires a relationship built on trust and that takes time. Further, your “product” is actually an intangible, fairly complex service offering and you operate distinctively from other businesses.

It happens all the time. One firm says we’re the best because we have the best people on board and their competitor says, me too. With whom should the client align to establish a long-term trusted relationship?

The simple litmus test is to ask yourself this question…

And be honest. Would you want to be in your prospect’s shoes when trying to decide “why you?”.
If you find you’re not all that great at answering your own, “why us?” question you’re not alone.

Even the most successful service providers have taken a time-out at one point in their growth cycle to seek help figuring out their, “why us?” response.

With whom do you align that understands the value of your knowledge capital and how to position you for growth? These are just a few of the results that can be produced when alignment is achieved within your sales and marketing practices:

• Shortened sales cycles
• Better utilization rates
• Simplification of the complex sale
• Significantly reduced cost of sales
• More valuable client engagements
• More diverse/balanced portfolio of clients
• Increased repeat business/client satisfaction
• Identification of more ups-selling opportunities
• More highly qualified leads and net new business

Posted in Business Development, Business Strategy, Key Differentiators, Sales and Marketing | 1 Comment

I know, right? Right on!

Right on!

According to the Urban Dictionary, the latest hip phrases flying off our tongues are expressions of extreme agreeance meaning, “I feel you” or “I get it” and are used to affirm that you can relate to the preceding statement.

But I hear this response being used so fast and  furious it got me wondering… Did that person even hear what I had to say, or did they just spit out a wickedly cool response?  It seems to me there’s a fine line between agreeing and understanding.

Which made me wonder even further…  If a flip response is all the rage these days, how well are we communicating we “get it”, when it comes to responding to our clients? Do we communicate in a way that tells them we understand their business problem or is it all just totally sick lip service?

My point is not to knock the use of slang.  In fact, I’m quick to adopt a bit of fun and trendy rhetoric but the old adage, “Say what you mean and mean what you say.”, couldn’t be more “right on!” than right now.  In a time when the buyers of our services are increasingly more price sensitive and buried with competitive options to choose from, how well prepared are you to demonstrate you feel their pain and are therefore best qualified to offer a solution that truly solves their problem?

Well, I can tell you want doesn’t work.  No one is willing to pay top dollar for the services of a subject matter expert whom they don’t “buy into” from the get-go.  I mean, in today’s society we’re fickle and ADD enough already, right?  If you can’t earn someone’s trust and gain credibility right out of the gate, GAME OVER. How well do you articulate the value you bring?  Does it come off as energized and sincere or flat and disingenuous?

Sales people continuously get a bad rap for being disingenuous.  Unfortunately, they are at odds right out of the gate because who wants to talk to a person who’s paid to push their services on you, right?  As a seasoned sales professional myself, I admit that I’m the last person who wants to be “sold to” but it’s not because I’m afraid I might just buy under pressure – it’s because I can’t bear to witness another painful process the poor sales guy, that got stuck selling to me, will have to go through!

As business owners of consultancies, we’re equally as guilty.  Our time IS money and even though we too “wear the sales hat”, we cannot afford to NOT be thinking about utilization rates and billable hours. But didn’t we hang out our shingle with the genuine intention of serving other people/businesses?  So how do we go about getting the energy and the value that we bring back into the pitch of the service offering?

Next time you find yourself responding to your client, instead of pretending to feel their pain, try restating what they just told you and see how close you are.  How well can you re-articulate the things that keep your client up at night?  Without this understanding, how do you intend to arrive at the best solution to solve their problem?

When you’re able to free yourself of disingenuousness, the opportunities find YOU.  Here are some actions that can help…

  • Demonstrate you understand by restating what you heard and verifying your accuracy
  • Communicate with sincerity to avoid the trap of assumed intimacy, sweet-talking or fake knowledge
  • Mold your communication style to match individual situations
  • Earn credibility by interacting with poise and polish in every situation
  • Increase your “A”ffectiveness* by listening and gathering information before adding your own bias or judgment
  • Articulate your value with energy and sincerity

Douglas Adams, an English writer and dramatist once said, “To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity.”

Right on, Doug!

*The ESM Group offers one-on-one “Affectiveness CoachingSM”.

Elizabeth “Eli” Mansfield
Activator } Strategic } Futuristic } Ideation } Woo
Founder and Principal Business Development Consultant
The ESM Group

Posted in Business Development, Business Strategy, Points to Ponder, Sales and Marketing | Leave a comment