LOVE what you DO: Apply sales basics to your Blog

If you've bothered to read "About Me" the required boasts about accomplishments is suppose to help establish credibility or prove to you that I am an authority on the subject of which I speak.

One element I always look for when I look at the gazillion of sales blogs or websites is testimonials or background on the blogger.  Basically, asking the question:  "what does this person have that I can learn from?"  Granted, there are those like Anthony Robbins who we really don't question that any longer because his claim to fame is selling himself.  Likewise, there are very successful real estate tycoons, but none measure up to Donald Trump, who really excels at selling himself.  Yet, it never ceases to amaze me that so many master Bloggers don't back up their authority on the subject by quantifying their results.   That is where my point to this Blog starts.  I am open to examination.  Why?  Simply because I have proven success yet am constantly stretching my learning and qualifications.   If I don't expose my ideas and look for challenges to those ideals, then I have failed myself.  I have stopped learning from others.

There are several critical elements to sales success.  So here I am to apply some of those critical elements to my Blog.  First of all, I had to establish an objective.  Okay, fair enough.  My first Blog did exactly that, even if I've narrowed it further to keep me on track.  It really started out with genuine positive feedback from comments on sales philosphy on Linked In.  Thus, the objective emerged:  share ideas, tips and advice.

Next, define goals.  After taking and exceling at the Google Analytics Basic "Search Engine Optimization" (SEO) and "Search Engine Marketing" (SEM) right around the time I started the Blog, I  realized that I wouldn't be able to be an authority on sales, without understanding all the key elements impacting sales today.  The most relevant is Social Media.  It is changing traditional sales methodology at lightning speed.  To assume that all the same techniques that I applied a year ago, five years ago or more, are applicable today without incorporating Social Media into the equation is naive on my part.  Therefore, I realized that the GOAL I needed to set was to learn:  "how social media impacts sales by using my own Blog as a conduit to gain that insight". 

Thirdly, research competitors or learn from the experts.   If you are with an organization or product/service just starting out just like I am with my Blog it can be quite intimidating to tackle those giants already established before you.  However, I took the time to look at them, research a bit and learn from those already successful (one of my guiding principles).  I've used this tactic so many times.   In my case, I interpreted that many blogs promote sales techniques yet underline you should hire them or buy something, usually a book or course.   If you look objectively and absorb the most successful traits that you can relate to, you can immulate them into your phychic outlook to turn that goliath obstacle into an advantage. 

Next differentiation.  Many giants are so caught up by their size or their own "press" that they fail at self-examination.  A starter has the advantage after they microscope their competitors and analyse them they can uncover a nugget from where they might find an area where they differentiate themselves.  Differentiation  gets easier after you go through the steps of setting objective, goals, followed by research.   I applied the links among objective, goals and research to decide to " share what I know without an ulterior motive (i.e. seek speaking engagements, sell a course or book)".   There was my differentiation that I believed would set me apart from many sales bloggers.

Finally, and not the least important - measurement.  You cannot tell how you're doing without some sort of measurement stick. In real sales situations, you are measured by increased sales, new customers, improved profitability, expanded sales base, etc.  In the world of social media it is how many Twitter followers you have, even better, quality is measured by reTweets. With blogging, it is by followers, yes, but more when  you can check stats to see if you have traction by views or click through rates.  Don't forget to click not to count your own page views!  I like to monitor whether I am providing value -  I interpret from comments, feedback or sharing.  I post my results so others can watch my progress and because I KNOW there will be progress, I am not afraid to share.  Next, after I have established myself for a year, I will measure how I stack up against other sales Bloggers. 

Geez, I almost forgot the most important of all.  Not only does it take what I learn from the blogging pros by having a catchy title, it also communicates what I also learn from the icons of business -- LOVE WHAT YOU DO!

"The Apprentice" Class(less)room

Image by OPEN Sports via Flickr

Do you ever wonder why you're not politically savvy or want to learn how NOT to behave under pressure?  If so, then I recommend you watch this Seasons "The Apprentice" (switched from Sundays to Thursday nights) featuring Donald Trump.

There is tons to learn by watching how participants fail to plan, lack of goal setting, poor deligation, mediocre support of others, shortage on execution and (my favorite) sensitivity to criticism -- all attributes we need to work on personally or professionally, regardless of whether you are a recognized leader.


After watching the celebrities on the Celebrity Apprentice version, I conclude that they're somewhat more sophisticated in presenting a more positive image and try to promote themselves in a positive light ... yet eventually the gloves go on and their weaknesses are magnified (inset Dennis Rodman with Donald Trump).

With this season, they didn't wait. The cattiness of both the men's and ladies' teams came out right away. In fact, the girls didn't even wait until they'd found out whether they won before they started to turn on each other.   In fact, I can see why many of them are out of work.  Their attitudes, lack of support towards their project managers and team playing is obvious on the most outspoken participants.


I like to see whether I agree with The Donald's decision. I was getting him when he gave the first one to Peirs based on results, then he contradicted that by giving it to Joan Rivers instead of Annie Duke in the 2nd one. I agreed with Brett Michaels who was THE best winner so far because he got results, was a team player and didn't create animosity to win (unlike the previous winners).


I haven't been as enamoured of Lord Sugar's decisions that have been more based on how much support the project manager or fired person is getting from his/her team. People instinctively (especially women) recognize who is a threat. The Donald has been letting those clouded politics influence his decision. If he'd done that on the Celebrity Apprentice, Annie Duke and Piers would have been eliminated early on.


If I were a candidate on this season, it is more like watching Big Brother -- where who your alliances are more important than how you finish the task. In business, a strong leader gets buy in from everyone. Unlike real life business, on The Apprentice you are stuck with your team.  The Donald himself is able to build his own team that will compliment his strengths and minimize weaknesses (which he perhaps does not think he has any, which is a weakness in itself).   Best shown by being flanked by two of his children, Ivanka and Donald Jr.


I find Ivanka Trump to be very astute and I agree with her comments and observations. I like to think I relate to her the most. The ability to be direct and honest, yet focus on people's conduct rather than them personally is an art she sets herself apart from candidates and even her father.  On the other hand, Donald Jr. is somewhat wishy washy, or a prime example how the right support and coaching can increase one's strength or potential.


The best part of this season, of which I am envious of,  is each winning Project Manager gets to sit down with successful business leaders for an informal coaching session -- I would love to be a fly on the wall!  Somehow though, from what I've observed so far, it may be wasted because the greatest weakness by most candidates, winners or losers, is poor team play, engaging, respecting and listening to others.

If you're SEO you may be SOL

Communicating with acronyms is like using a blow horn with a jet airplane flying overhead.  ~Jeannette Marshall

Remember when we were kids and our parents spelled things between each other so that we couldn't tell what they were talking about?  That was a great tactic before a commitment was made for us all to go for "i-c-e  c-r-e-a-m".    Then we clued in eventually to understanding what that spelling meant.  Next thing, they'd use acronyms for cussing like SOL meaning I was "sh** outta luck".

Today, everyone tosses around acronyms like we should be able to look them up to find their meaning.  Out of curiousity, I went to Wikipedia to see what I would get if I input SEO and it came back with nine (9) variations of what SEO could stand for.


Whenever you work at a large corporation, or otherwise, it is easy to fall into the trap of using acronyms.  Is it because it communicates authority on the topic or is it laziness?


Never ever ASSume that the listener or audience knows what ABC or XYZ means.  Communicate as though you are saying it for the first time.    If you are a SEO specialist, then say something like you "help others increase awareness though their website by marketing".   That way, you may just gain the attention of decision makers outside those in the SEO business.  I have no research to substantiate this, however, I would predict that if you blast or Tweet about increasing SEO return the chances are you will attract other SEO specialists.  Is that what you want?  Or, do you want decision makers who have heard that "SEO" is something that they may need to know about and increase your click thorugh rate?


The more you talk in riddles, and that means acronyms, the more you are possibly alienating those that don't want to be embarrassed by having to ask what they mean.  Yes, it will impress your peers but is that really who your message is targetted at?  Try avoiding acronyms and convey the message for what it is.   I worked at a major sales organization where the culture was so strong that when they were speaking in front of customers, they used all the acronyms they were comfortable using.  Problem was, the audience was too polite or didn't care to ask what they meant.  I believe that acronyms communicates arrogance at times.  When you place them aside, it is amazing how receptive your message will be.


Communicating acronyms is like using a blow horn with a jet airplane flying overhead.  Yes, you are saying something, but it is being drowned out by another noise.   If you really want to stand out, for gosh sakes, just say what you mean in plain English.


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A read a great Blog on social media   http://tinyurl.com/3y6ynft The Seven Deadly Sins of Social Media -- this can apply to anyone or any organization that is considering marketing through social media (see, that makes more sense than just putting SEO).