Make Yourself Unforgettable (Part 2)

Think about it. What if you could draw the right clients and referral sources to you? What if you could spend less time on proposals that go nowhere and more time serving your best clients? That’s what being unforgettable—for the right things—can bring you. For the 600-word version, read my full article in “Think Like a Consultant”.

Or, stick to the headlines:

Know yourself and what makes you distinct. Get to the root of who you are, what you do and why it matters.

Align your stories, your actions and your visuals. Make sure everything you do tells a consistent, compelling, unique story.

Put yourself out there. Share your ideas with others by providing sustainable value and building real relationships.

Start the new decade right—and make yourself unforgettable. See you in 2010!

p.s. If this topic really intrigues you, enroll in my upcoming live or virtual sessions

What Matters Now?

Need some real inspiration this holiday season? Download a (free) fun, inspiring ebook assembled by marketing guru Seth Godin. He invited over 70 “big thinkers”, including Elizabeth Gilbert, Tom Peters, Alan Webber and Daniel Pink to riff on the question: what matters now?

Take a good look--there are some great ideas there. If your time is short, be sure to read my top 3 choices for consulting success into 2010: “ADVENTURE” (p. 42) “CONFIDENCE” (p. 54) and “GUMPTION” (p. 81).

What matters most to you now?

When Is The Copy Better Than The Original?

We all strive to be originals. The one that others want to copy. But can the copy ever surpass the original? You betcha. Consider this: Cher, live in Las Vegas. Then, just an hour later, “Divas” featuring a Cher impersonator. Can you guess who was better?

Yep—the imitator by a long-shot. Which got me thinking: what might make a copy BETTER than the original?

You take a flaw from the genuine article—and make it your calling card. While Cher was behind the curtain making uncountable costume changes, her impersonator was out in front, building a fan base.

You make it about content, not just window dressing. Cher looked bored in a series of Bob Mackie gowns while her counterpart (still looking every bit the diva) belted her songs out like her life depended on it.

You forge new territory vs resting on your reputation. Cher often simply stood and sang a few bars from her hits while her impersonator led energizing dance numbers with her back-up dancers.

Would I go to another Cher performance? Not a chance. The moral of the story: An original who loses her edge can command an audience (and premium fees) for a limited time only. But a “copy” who has found a better niche can steal the show.

Back to Basics For The Holidays?

The holiday season is officially upon us. How will you cut through the holiday clutter to reach your clients?

Electronic holiday card? Tough to be personal or original with that. The delete key awaits you.

List of New Year’s resolutions? Maybe—if you can make it really different. There’s that delete key again.

Client gifts? Only if they are appreciated and memorable—in a GOOD way. No fruitcakes, please.

I propose a simpler solution in this year of “resets”. What if we—consultants, advisors and coaches—simply write a personal note of thanks to those who we appreciate?

Yes, it can be electronic, but it must be genuine and unique to each individual client, referral source, prospect and colleague. What do you think?

Make Yourself Unforgettable

After a year of hefty cost cutting, clients are starting to invest again. Are you the one they’ll call when they need help?

Introducing my new i-seminar series: Make Yourself Unforgettable. It’s a series of 10 web-enabled calls to help strengthen your name and make you the one to call. And—since everyone loves a deal—if you purchase the series by December 31, 2009, you’ll save 20%.

Prefer your learning in-person? Then come to one of my workshops in Marina del Rey or Chicago. Book it now, pay for it by December 31 and take 10% off the price.

Come on, join us. Make yourself unforgettable.

The 3 Minute "Love" Rule

Many people intuitively size up potential mates within 3 minutes of their meeting. Which gives us a 3-minute window to find lasting love. Could that also apply to advisors and clients?

What does it mean if it’s true?

It means our first interaction, from the welcoming smile on our face (or opening email), to that initial handshake, to how well we listen, is screaming a message to the client. Make it the right message.

It means our visual—how we appear to the client—matters. A lot.

It means that fees aren’t everything if someone really wants to work with you. You don’t have to be the cheapest option.

It means if we mess up the first 3 minutes, we might as well pack up and go home.

Are You Being Seduced By Silly Math?

Silly math happens when you take numbers that don’t add up and convince yourself they do. Before you know it, you’re making decisions that cost you real money. For example:

Low paying client = high-paying client.

All clients are not the same. Spending more time with a client who won’t pay your top fees rarely makes sense. If you truly enjoy working with them or you’re getting critical experience, invest away. But not because it’s easier than trolling for new, better clients.

One-off project minus investment time= new revenue stream.

New consultants especially are prone to this. You get paid for 3 days of delivery but decide not to charge for the 5 days of prep since you’re sure it will open up a lucrative revenue source. If you’re going to blaze new territory, make it a conscious choice with a clear sales plan.

Speaking invitation minus your target audience = great opportunity.

It’s easy to be flattered. Instead, take a deep breath, and ask the tough questions. Who will be there? Are they the right level, specialty, industry? Are they buyers? Can you draw a straight line from your speech to powerful new relationships? If not, consider whether you can afford to accept the invite. Ego won’t grow your business.

The challenge then is to leap beyond silly math and make decisions based on what really matters to you—and its true cost. Now if I could only do that at Costco…

Neutralizing Trolls, Vampires and Werewolves (Just Say No, Part 2)

Even after Halloween, the goblins abound: trolls, vampires and werewolves that keep you (and your business) from doing and being your best.

“Trolls are critics who gain perverse pleasure in relentlessly tearing you and your ideas down”, says marketing guru Seth Godin. Trolls can be a time-consuming distraction, especially in social media. The key to neutralizing a troll is to simply ignore them—this is what delete keys were designed for. If you don’t engage, they have nothing to work with. Period.

Vampires drain your lifeblood—you give them your energy, but get nothing back. The cringe-inducing prospect who demands your constant attention, yet finds your fees too high? Vampire. Ignoring vampires doesn’t work—it requires a stake through the heart. Or at least a heavy dose of garlic. Delivering a firm “no” to their demands tends to ward them off.

Werewolves lull you into a false sense of security. Easy to work with when things are going their way, they become scary beasts when their “trigger” is activated. And if you are in their sights, dramatic action is in order. A silver bullet—fast, precise and final—is the only sure cure.

No matter which demon plagues you, the key to neutralizing them is to work quickly, with conviction and consistency. You’ll be glad you did.

When to Just Say No

We’ve all had them. A proposal that goes nowhere—sometimes the very one you’ve worked the hardest to win! In this economy especially, you can’t afford to waste time with the wrong prospects. Consider these 3 signs that it’s time to decline to propose.

You can’t get them to their goal

A good advisor always starts by helping the client clearly articulate their goal(s). But if you can’t align your delivery with their vision (and reality), it’s a match doomed to failure. Better to make an effective referral under these circumstances--good for the client AND it builds goodwill for the future.

Their focus is on cost vs net results

Listen carefully when a potential client speaks about costs. Is their focus on fixing a cost issue? No problem—if you can help. But if their focus is on your fees independent of results, you haven’t demonstrated your value. They won’t hire you unless/until you can show them a clear win.

They haven’t tasted success

When most early conversations are littered with all the reasons why past projects or consultants didn’t work, beware. What about you—your team, your process—is going to truly produce success in their eyes? Ask yourself and ask them. If you can’t draw a straight line to their success, refer them to someone who can.

The conclusion? Time spent on no-win proposals is better spent developing your “sweet spot” clients.

Are You Ready For Your Close-up?

My last post unleashed some angst about capturing the perfect business photo. Let’s face it—for most of us, having our picture taken is right up there with having a root canal or an IRS audit. So I consulted with Harvey Lewis, producer of over 1,000 commercials and films globally, to bring you 5 tips for staging a great photo shoot:

#1. Choose wisely.
Your best bet to engaging a great photographer is through referral. Who do you know with a great photo? Lacking that, google portrait photographers in your area. Peruse their sites and see whose shots you like best. Pick at least two favorites and interview them to test your comfort and chemistry.

#2. Ask some key questions.
How will you work with me to get the best shot? How will you ensure my photos will be current and relevant? Can you show me examples of other business photos you’ve taken? Will you arrange hair and/or make-up artists for me and how much will it cost? Relax gentlemen, I suggest this for women only. Ladies, investing in professional help will ensure your photo looks natural, like the best version of you.

#3. Share yourself.
Before the session—articulate 3-5 key words that you’d like your photo to evoke. Smart? Warm? Energetic? The more specific, the better. Tell them about your work and how/where you’ll use the photos. Discuss your usual business attire and listen carefully for their suggestions on which colors, patterns, items will photograph well or should be avoided (vertical stripes, for example, are usually a no-no).

#4. Find your inner supermodel.
Really. Bring several changes of clothes AND accessories. You and your photographer can experiment with various combinations. Be creative—bold jewelry for women and striking ties for men can photograph well. Trust your photographer and try different positions—sometimes the best shots come from what feels unnatural. There’s always the delete option.

#5. Learn from actors.
Ever wonder how actors can laugh and cry on command? Try using their sense memory technique during your shoot. To keep a genuine smile, think about a time, a place, a sound/song when you were truly happy and imagine yourself there. Don’t believe it? Try it in the mirror and see the difference.


Remember, the goal is an authentic photo, capturing what’s unique and engaging about you. Do your homework, then relax and trust your photographer. You might actually enjoy it!

Picture This: What Does Your Photo Say About You?

Consultants and advisors are used to building gravitas—showing their smarts to the right buyers. But posting a snazzy photo? Not so much…

Social media is changing how people meet and engage their advisors. If a client (or referral source) meets you on-line first, they will make a snap judgment from your photo.

The old headshot just doesn’t cut it anymore. The right photo is the one that gives the viewer an authentic preview of the real you. A few things to consider:

Stuffy is out. That highly posed studio shot where you look exceedingly awkward, and anxious to be anywhere else? Ditch that. You can look smart without looking stiff.

Lose the yearbook shot. You know the one. You haven’t looked like that in, oh, about ten years. Be sure you look relevant. And current.

Multiples don’t make you more captivating. Yes, your wife, husband, son, daughter, dog, cat are incredible but they don’t belong in your professional profile photo. Save those for your friends.

The bottom line is this. Spend the extra dough to get a great photographer who will work with you to bring out what’s real and fabulous about you. You won’t regret it.

How To WIN A Client In 10 Days

After my last somewhat tongue-in-cheek post, I received one recurring response: tell us how to WIN new clients in 10 days. So here you go.

The fastest way to win a client—hands down—is by referral. Powerful stuff, referrals—you walk highly recommended into that first meeting with a client who has already decided they need help. Sounds good, yes? Consider these three keys to increasing your referrals:

BE KNOWN
Before someone can even think about a referral, they must “know” you. But don’t limit yourself to those you know from in-person experience. A referral source might “know” you from reading an insightful article you’ve written or a social media post (think LinkedIn group discussions). You might have only chatted by phone—but if it was positively memorable, it has the ability to spark a referral.

BE LIKED
No shortcuts here. Your referral sources need to connect with you personally and genuinely like who you are. They will look to your willingness to share information and help others, especially them. Do they like interacting with you? Do they learn something or feel better about themselves and their work after speaking with you? Kindness counts, just like your mother said.

BE RESPECTED
This points to your values and your point of view. You can be provocative—ideas are after all an advisor’s stock in trade—but you must also be respectful. Offering your wisdom or insight in a consistently authentic way helps to build respect and trust. Reliability—when combined with talent and likeability—will generate referrals.

The 10-day advice is this: make a list of those who know, like and respect you and ask them to consider referring you. Listen carefully—their responses will tell you if you have work to do. Not a big enough list? Then it’s time to start putting yourself and your ideas out there and connecting with like-minded folks.

How To Lose A Client In 10 Days

Being in the advice business, I’m always interested in hearing hall of fame/wall of shame stories about professional advisors. This time, the story is mine: meet my soon-to-be ex-insurance agent and learn how to lose a client (me) in 10 days.

1. Spend several hours of valuable time listening to your client. And then slap something together that meets 70% of her needs—that’s better than nothing, right? (If you can’t help me, don’t waste my time. Refer me to someone who can.)

2. When your client asks how you how to fix this, don’t return her call. And then, when your client calls you again to follow-up, lose her number. (Make me feel important to you.)

3. Spell her name wrong on key documents. And her address. And then, when you’ve been corrected, invent another creative spelling. (Yes, the little things matter.)

4. When you need additional information, arrange a robo call instead of calling her yourself. (Are you kidding me? Talk to me. Win me over after your mistakes.)

We all have these stories—and I’d love to hear yours. You can post them here or drop me a note and I’ll share the best ones in a future post.

Finding a Good Mentor

The recent public rash of incivility reminds me how important it is to find good mentors—people who will guide you when you make a mistake and, better still, help you avoid some!

Consultants and advisors—especially those running busy practices— sometimes have difficulty finding and nurturing good mentors. Being “the expert” may make it hard for you to put yourself in learning mode. And time is precious.

But there are still ways to connect with—or serve as—a mentor. Some ideas:

➢ Identify a few people who resonate with you and with whom you feel mutual admiration and respect. Discount age as a factor—you can learn from and teach to folks of any age.

➢ Reach out to them. Invite them to coffee if they are close, conversation (yes, a real live phone call!) if they are not. Don’t worry—you don’t have to ask them to be your mentor—this is about results, not titles.

➢ Make a commitment to developing a relationship. That means it’s not all about you, but about how you can help each other. For some special mentors, their joy will be in watching you succeed.

➢ Pay it forward. There is someone out there who will treasure your mentorship and support. Seek them out—I’ll bet you’ve already got some ideas who they are.