It became glaringly obvious to me over the years that most people are still not practicing the simple art of marketing with any consistency. Because there was (is) so much print on the subject, people were not introduced to the finer (simple) points of marketing in a fashion that was taken seriously. My focused observation confirms that people either do not know enough to be concerned about marketing, or they think they have already heard all there is to hear on the subject. This happens to be a popular error.

“Talk is cheap.” No truer words have ever been spoken.

Most people have a tendency to tell people what they think they want to hear, regardless of what they are planning to do later.

If you want to distance yourself from the rank-and-file, this is one of the easiest ways to do it. Do what you say you are going to do. If you are not going to do it, don’t say it. If you say it, do it.

If you have been paying attention these past couple of years, you already know that not everybody you meet is a trusting, honest, and well-meaning soul. In fact, there are a number of people who feel it is their role in life to take advantage of others. They are good at fooling you. They actually enjoy being deceitful, and their only concern is “what’s in it for me?” Be cautious of who you trust. Don’t let your guard down too quickly.

I know you are good. I know you are smart. I know you have accomplished a lot. But I also know you can get better. I know you have a lot more to learn. I know you must get better.

Being receptive to constructive “coaching” is a sign of an intelligent person, regardless of age and/or experience. It is important to understand the difference between “criticism” and “coaching.” They are not the same. Criticism has no apparent benefit. It is a verbal attempt at headlining one’s shortcomings, usually for the enjoyment of the person doing the criticizing.

In order for people to feel glad they know you, you must appear to be interested in them, their lives, their stories, their experiences, and their opinions. As you leave the safe confines of your familiar environment, you are going to meet hundreds of people in the months ahead.

Not every one of these new acquaintances will become a client. You would not want this to be the case. You do need to know, however, that when you meet people for the first time, only three things can result from this introduction.

I like it here. Now. Today.

Although I haven’t seen it (yet), I am sure heaven is everything it is cracked up to be. In fact, I hope to find out firsthand someday. Just not now or hopefully not in the near future.

What I am suggesting, and I say this with all sincerity and respect, is that perhaps you are now in a place worth being in. It is only human to seek more at the expense of taking what we already have for granted. Maybe, just maybe, your current existence isn’t quite as bad as it sometimes seems. What I do know is what I get to see, experience, and enjoy on a daily basis. And from my viewpoint, after “bopping” around my section of the world for a number of years, this place called America still isn’t too shabby.

There is not a day gone by that I do not stop to think how lucky I am to have “stumbled” into a career that has allowed me to stay at five-star hotels, get paid to visit over 19 countries, meet many hundreds of nice people, take numerous cruises on both sea and river, and do it all by verbally sharing my experiences along the way.

Of course, there were more than a few downsides along the way. I remember one night in particular, sitting in my hotel room in Kansas City thinking to myself, “It is 7pm on a Tuesday and I am about to take the elevator down to the ballroom to talk to a room full of strangers. I’d rather be home with my wife. What am I doing here?”

I wasn’t sure if I wanted to broach this topic, because my thoughts are bound to rub more than a few of you the wrong way. After all, we are living in the year 2022 and stress has become a staple for most people who have blown out more than twelve candles.

This is a topic, however, I feel is worth addressing. We all agree that stress does not flatter us, nor is it something we should be particularly proud of. Stress is the result of outside forces building to a point where we slowly start losing control of our mental and bodily functions.

A whole bunch of “stuff” seems to be getting in our way these days. The negative daily news associated with politics, weather, cars, houses, food, and more are hitting us full force day after day. Every evening news show and late evening talk show has us reeling in bad news.

To suggest that all of this information has nothing to do with you would be ignoring reality. Even positive, upbeat, motivational speakers (like myself) know better than to blow hot air in your ear thinking that a bunch of cleverly tied-together words can put a bounce back in your step.

I have found over the years that the most powerful word in the English language is the word love. Tell somebody that you love them, and you are sure to get their attention. The second most powerful word comes close … the word idea.

If you tell somebody that you have an idea, I can virtually guarantee you that their response will not be, “That’s too bad. Can you pass the ketchup?”

Let me set the scene. It was a windy day in late August, and I was sitting on my back porch in upstate New York. I was enjoying a morning cup of coffee with my long-time friend and fraternity brother who was visiting for a few days with his wife. It is so refreshing, but particularly rare these days to maintain relationships for any length of time, no less than fifty years.

Your business, as your golf game, lies entirely in your hands. You are in control. You are driving the bus. All you have to do is make up your mind to get up, get out, and do what needs doing.

Does this sound familiar?

“I’ve lost my passion for this industry. I find myself feeling bummed-out and I seem to be spinning my wheels more often than not. I find myself questioning if I am in the right business.”

What is the definition of a good business decision? What is the definition of a bad business decision? I recently found myself thinking about these two questions and decided to put my thoughts down on paper.

A business decision often surfaces as a result of actions taken that stem from input—input from an outside source. In other words, something beyond your immediate control enters the picture, and you are faced with several viable options. Selecting the appropriate response often defines a stressful decision. What to do? Should you do anything at all? What if you make a judgment error? Time is running out. Pull the trigger. Make a decision.

This recent story saddened me. It could easily be equated to a number of similar situations in the travel industry. In this case, it involved a wedding planner and a bubbly, well-intentioned bride to be. A wedding is an important event. A vacation is also an important event. I am confident you can make the connection.

Due to the rush to the alter following a year of postponements, thanks to the Covid pandemic, this particular couple finally found a venue that would serve their purpose to a “t.” Unfortunately, the space available was a full year away… not until July of 2023.

This week’s article has to do once again with the concept of Kaizen, the practice of incremental improvement.

The truth is that you don’t have to be twice as good as your competition in order to become enormously successful. I have previously labeled this mindset The 1.6% Rule, referring to a downhill Olympic skiing event where the difference between first place and seventeenth place is commonly less than 1.6% in overall time.

The following borrowed quote was responsible for my recalling this all-important reminder:

Welcome to the tenth tip in this series of marketing suggestions.

We covered a lot of ground, and I’m happy to say that we have a lot more to do.

Today I want to call your attention to a word called Kaizen, which simply implies a strategy for achieving incremental improvement. Pronounced Ky-Zen.

On the first day of the first month of every year, it is an American tradition to try to change our behaviors simply by thinking it so. You can say the words, write your lists, and dance on one foot until you actually believe that a change is coming. By February 15, at the very latest, you are the same person you left back at the New Year’s Party. Wishing and hoping doesn’t change people. Lists don’t change people. Wanting to change doesn’t change people.

There are a couple of numbers I would like you to get comfortable with. More than just “comfortable,” I want you to embed these numbers in your brain and consistently endorse their implications.

50/25/80

Once you internalize the significance of these three numbers, you will launch yourself to the head of the selling profession. The good news is that your competition does not have a clue as to the significance or meaning of these three numbers. This, in and of itself, will differentiate you favorably from the pack.

This sales strategy may be as old as the hills themselves; but like the hills, they are always there and you can always count on them being there.

The Two-Step may be seasoned, but it will still work and makes complete sense. Here is how it works:

It is easier to answer the phone, answer the door or answer a question than it is being the caller, ringer, or the one asking the questions. Why? Because once you manage to get people to “come to you,” you can make them glad that they took the time to do so.

Here is some food for thought that is designed to take much, if not all, of the stress out of your sales responsibilities.

I will use two examples to deliver my point. The first involves a house visit while the second involves a telephone.

If you invited me to your home, I would enter looking for directional cues coming from you. You would tell me when it is time to sit and where to sit. You would tell me when it is time for a drink and when we will be eating. You would be in control. I would be on my best behavior and wait for instructions.

This marketing practice has many analogies or anecdotes to explain its logic. Going with the flow; swimming with the tide; sailing with the wind to your back; picking the low-hanging fruit. I am sure you have a few analogies of your own to remind you that it doesn’t make sense to spit into the wind or pull on Superman’s Cape.

As logical as these reminders are, you don’t have to travel far to see people banging their heads against a wall in an attempt to get things done. It is still true, that in many instances, less is more.

The following phrase is used in a number of different areas of our lives, and sales is no exception: STICK TO THE BASICS.

With much of the thanks going to our fast-paced, over-communicated, internet-influenced world, we all have a tendency to try the latest trend or introduce the newest technological advancement to our day-to-day activities.

In sales, this can prove fatal.

I want you to stick to the basics; dance with who “brung-ya”; focus on the little things; do what has always worked; walk before you run. You get the idea.

Why?