One of the things I love about my business is learning how to read other people. I teach people these “people reading” skills, and have a great deal of fun in the process. I love doing this and love improving my people reading skills.

Most recently, I’ve been collecting photos of people displaying the face of contempt. We all have our own definition of “contempt,” but the face is the same in all cultures. Can you see what facial feature these people have in common?

- Mike

Every business has a blood-lust for referrals.  Common wisdom is to ask for them.  OK, that might be common, but it’s not wisdom.  It’s wrong-headed.  Research conducted in 2011 by Julie Littlechild of Advisor Impact discovered some eye-opening facts about the behavior of clients providing referrals:

•  93% of clients are somewhat or extremely likely to continue working with their advisor
•  91% of clients state they are comfortable providing a referral
•  77% of clients gave their advisors an average satisfaction rating of 8 out of 10 or higher
•  Of that 77%, only 29% actually provided a referral

<strong>Why do people give referrals?</strong>

•  57% report referring because a friend had a financial challenge
•  48% report that it was because the friend asked for a recommendation
•  Only 2% report it was because the advisor asked for a name

Over 90% of clients state they are comfortable providing a referral, but only 29% of them actually do so. And of the 29% who refer, only 2% of them report it was because the advisor asked for a name!

With those bits in mind, the question is: what inspires someone to give referrals?  What do you think?  Got a good answer?  (You can see another article on this information at: http://www.horsesmouth.com/linkpo/86831_1.htm)

– Mike

I’ve been involved in an animated discussion about credibility marketing.  I’ve been working with credibility marketing for so long that I sometimes forget that most other communicators have not been introduced to the concept.  Thus, I thought you would enjoy an explanation of credibility marketing and how you can benefit from it.

MOST OF MY WORK over the past many years has been conducted directly with sales organizations. Being so close to the target market made implementing a credibility marketing program much easier. They want strong results and there’s less corporate politics.

For example, I could help a sales organization create relevant documents, videos or audios to demonstrate the company’s credibility. Now, pay attention to the word “demonstrate.” It all hinges on that word. Announcing their charitable activities or proclaiming their elite status would do zero to inspire potential buyers to trust them.

I read a lot of those white papers from Hubspot and the research from Aberdeen. They teach readers HOW to do something important to business success. Thus, they are demonstrating their own expertise in the process. Marketing tends to take a different approach. I mean, the argument over benefits vs features still goes on. PR takes yet a different approach, sugar-coating information. Neither one succeeds at marketing or communicating or demonstrating the company’s relevant credibility.

About ten years ago, I wrote a book for a firm in Arlington, Texas. In a follow-up call with them a few months later, they told me the result of the program. The book broke through the wall of resistance, and inspired prospects to trust my clients much more quickly, thus shortening the sales cycle. The book was also a tangible something that their new clients could talk about with their own colleagues and friends, thus priming the referral pump.

Had we relied on posters, brochures, web content that announced to the world the that firm was a leader in their field, they’d likely have seen zero improvement in their sales. Why? Because that would have given the firm had no way to demonstrate their credibility – other than self-proclamation.

- Mike

What tool gives you the most credibility?

Company brochure?
Product brochure?
Newsletter?
Seminar invitation?
Business card?
Website?
Greeting card?
Ballpoint pen?
Refrigerator magnet?
Tee shirt?

The answer is NONE OF THEM! None of those things gives you any measurable credibility. OK, if not them, then what does?

A book gives you the biggest impact. However, you can also build your credibility with a white paper, report and/or magazine article. A speech will work, too, but not many people can give a speech and make the audience love them.

NOTE:  Here at AboutPeople we’ve been researching credibilty since 1991.  Much of what we’ve learned about how to build credibility is contained in two of our books, which you can find at our store: http://www.aboutpeople.com/Store/index.php.  The books are:

Axis of Influence
The Credibility Advantage

Credibility Marketing is similar to corportate PR, but where PR often serves as the company cheerleader, turning lemons into zesty lemonade, Credibility Marketing serves as a researcher and gives an objective eye. 

If I’m your firm’s Credibility Marketing person, I would look for every possible relevant connection between the company and the various target markets.  Then, I’d create white papers and reports teaching the target markets about those areas, of course also showing how the company is a pioneer or thought leader in that area.  If the company does not fit that role, then the claims cannot be made.

The risk is significant.  As soon as the content of the reports moves away from objectivity and takes a step toward marketing, BS or PR fluff, the company loses its credibility.  So, the people doing the Credibility Marketing can’t report to any other team or department with a different agenda.

Find a ton of information about Credibility Marketing at: http://www.aboutpeople.com/CredibilityMarketing.php

– Mike

Connie Dieken penned an interesting post on influence versus persuasion. Actually the post, titled The Top Influencers Alive: 10 Breakout Influencers of 2011 focuses on Dieken’s Top 10 List, but what is equally intriguing is her definition of Influence.

Having worked in the “influence” space for many years now, I know how difficult it is to define things like this – Credibility, Impact, Influence, Emotional Intelligence.  These are all concepts that we know are important, but defining them is another matter.

One of the questions that continually comes up is – Is influence different from persuasion? Dieken’s maintains it is and I agree. She notes that “persuasion is a self-centered skill — it’s manipulation fueled by a personal agenda run amok. Influence is a balanced approach to changing hearts, minds and results.” She goes on to define the dimensions of influence as:

• Inner confidence (Influence begins within. You live your values with a defined sense of purpose. You’re courageous and driven by positive resolve, not fear.)

• Outer presence (Your presence is how you make others feel. People are drawn to you because they sense you have credibility, integrity, likeability and live with congruence.)

• Compelling communication (You deliver messages that connect with others’ values, convey with portion control to gain clarity, and convince others to commit to action.)

Based upon these three dimensions of true influence, here are Dieken’s picks of the year’s top influencers:

1. Tim Tebow, Quarterback, Denver Broncos. Tebow’s “flawed mechanics” and wobbly spiral are frequently criticized, but his authentic leadership is not. Tebow-mania has spiked the NFL’s ratings and elevated those around him, stirring his team from the cellar to playoff contention. His unwavering faith and never-say-never resolve have captivated the nation, even spurring new terms such as “Tebowing,” “Tebow-Time,” and “The Mile High Messiah.” Sure, religion polarizes. But Tebow demonstrates that integrity, confidence and humility are an influential combination.

2. Howard Schultz, Founder and CEO, Starbucks. Like the late Steve Jobs, Schultz returned to rescue the company he founded. The brand he built is once again soaring with record financial results. But Schultz morphed from business leader to social activist when he took a stand on Washington D.C.’s dysfunction. He influenced more than a 140 fellow chief executives to join him in a boycott on campaign contributions to incumbents, saying, “Business leaders cannot be bystanders.” He rouses the troops with his affability and passion for job creation and the economy.

3. Gabrielle Giffords, Arizona Congresswoman. As a politician, Giffords has long fought for her constituents. But it’s her personal fight after a bullet pierced her brain that has influenced the nation. Gifford’s sheer determination and upbeat attitude inspire millions. Due to damage in her language pathways, her vocabulary is limited and she struggles to form sentences, but she makes it crystal clear that she’s committed to rebuilding the connections in her brain and her community. Giffords’ story connects with everyone – inner resolve trumps evil acts.

4. Hamdi Ulukaya, Founder and CEO, Chobani Yogurt. In just a few short years, Ulakaya’s Greek-style yogurt company vaulted from nowhere to everywhere to become the third largest yogurt maker in the market. This modern day dairy king came to the U.S from a Turkish sheep and cow farming family to attend business school, but didn’t finish. Instead, he bought a yogurt plant a competitor was closing and launched Chobani, which means “shepherd.” He’s committed to listening to customers and staying true to the vision to provide nutritious products at fair prices.

5. Jeff Bezos, Founder and CEO, Amazon. Bezos’ company is on fire with his new product, Kindle Fire. The man with the distinctive laugh took the company from Seattle’s skid row to a gleaming headquarters on Puget Sound where, despite the company’s enormous size, working teams stay small. Bezos masterminded the idea of the “two pizza team.” He has said if you can’t feed a team with two pizzas, it’s too big to do amazing work. Part of Amazon’s influence lies in creating consumer demand for additional product sales with personalized recommendations.

6. Jim Skinner, Vice Chairman and CEO, McDonald’s. McDonald’s has been on a tear since Skinner took over in 2004. Stock appreciation is soaring, same-store sales are rising and the company continues to create jobs in a down economy. It added 62,000 new jobs in its McJob fair earlier this year. Skinner also spearheaded healthier menu choices and customers the world over who are “lovin’ it.” Smoothies, wraps, parfaits and salads are a hit, let alone the new McCafé coffees, which are giving Starbucks a run for the money.

7. Oprah Winfrey, Media Mogul. Winfrey made a daring move this year, ending her long running syndicated talk show and launching her OWN cable network. She created a strong bond of trust with her followers by modeling authenticity and openness, without the trap of over-merchandizing herself. Unlike Martha Stewart, Winfrey has kept control of her image. While the new network is struggling in the ratings, she’s launched many successful careers and shows leadership by juggling television, radio, a leadership academy for girls, a magazine and philanthropy.

8. Liz Strauss, Founder of Successful Blog and CEO, SOBCon. Strauss is a social web strategist and one of the most thoughtful, prolific bloggers on the planet. Her blog posts on leadership and life garner tens of thousands of comments. A teacher and community builder at heart, Strauss is all about interconnectedness, bringing great people and great ideas together. The blogosphere is her classroom, although she hosts an annual high touch summit where as she says, “the virtual meets concrete” bringing top bloggers together to share their influence.

9. Warren Buffett, CEO Berkshire Hathaway. The legendary investor from Omaha created a buzz this year by arguing that the rich should pay higher taxes. He wants those who make more than a million dollars a year to pay the same percentage of their income as others in the middle class. Washington latched on, deeming his idea the “Buffett Rule.” As an investor, Buffett moved back into technology, buying more than ten billion in shares of IBM. Others followed suit. Simply put, when Buffet talks, others take action.

10. John Mackey, Founder and Co-CEO, Whole Foods Market. Mackey launched his first grocery in 1980 and has since grown it into the country’s top natural and organic food vendor. Profits are up more than forty percent this year. He’s a visionary and outspoken leader, unafraid of taking on subjects he’s passionate about such as healthcare. Mackey believes in conscious leadership, and is keenly aware that being the most visible person in an organization is a responsibility. As a result, he has created a high trust organization.

2011 was a bonfire of the vanities of leaders losing influence. Dieken’s picks of the 10 least influential leaders of 2011 are attached or can be found here: Connie Dieken’s Influence Blog

Connie Dieken is the founder and president of onPoint Communication and the author of the bestseller, Talk Less, Say More. She can be reached at Connie(at)ConnieDieken(dot)com or by phone at (800) 505-9480.

–Pam Holloway

Pam and I have researched how to read people for many years. Beyond its fascination, reading people is extremely relevant to your business. Why?  Because when you can read someone, you know his personality type, values and communication style, and what logic to use. You also know what NOT to do and say.

The value of reading a prospect can be represented in two very simple truths:

• The faster you discover what the other person values, the faster you show yourself as being relevant.
• The more you learn about the other person, the easier it is to establish a trusting relationship.

Want to learn how to read people?  Let me know: michael@aboutpeople.com

Quick Quiz:  What do these people have in common:  Engineer, Mathematician, Scientist and Neurologist?

Answer:  There’s a high probability they are all Analytical.

What do you know about doctors?  They’re intelligent and educated.  Because people want to do business with people they like, you need to show yourself as intelligent and educated.  Doctors believe they deliver an extremely high level of help, you need to show that you do to.  Think:  equals.  Then, prove it. 

Here are some guidelines:

1. It’s imperative that you capture the doctor’s attention, prove your relevance and establish credibility – as quickly as possible.
2. Providing useful, relevant information and education is the best way to get their attention, and to build your credibility.
3. As a rule, doctors appreciate smart people who have unrivaled expertise within their respective fields.
4. Doctors spend their time finding and solving health-related problems.  So, position yourself as a problem solver. 

These are general guidelines.  If you need more specifics, call us: 509.465.5599.  Or, wait until the next post.

Mike Lovas

To make a sale – any sale – it’s essential that you present your product or service in the way your prospect needs to receive it.  This is what we call “Marketing 101,” and as basic as this is, most marketers and sellers do not know how to do it.  Do you?  Are you using the right language and values to connect with your target markets? In this series, we’ll show you how to connect with several major markets:  doctors, attorneys, entrepreneurs and executives. 

 Doctors.  I’ve learned over the years that doctors don’t read any mail that looks like a solicitation.  How do I know that?  I was engaged to a doctor, so I have seen this behavior in action.  She would stand over the trash can with several week’s worth of mail.  (So much for the “limited-time offer” or the “Time Sensitive Material.”)  The criteria that a piece of mail had to meet in order to get looked at was: 1) it had to be from a person she already knew, or it had to be a package.  If it was a package, it could not be one of those cheesy fake Express Mail envelopes. 

 Over the past few years, I’ve developed in-depth Psychological Profiles of several different kinds of doctors.  Actually, we’ve identified three primary types of doctors and they’re significantly different.  Well, doesn’t it make sense – primary care physicians and OB/GYNs want to touch you and communicate.  Surgeons and Pathologists want to get it over with and collect the check.  Researchers don’t want to touch you or get to know you.  They want to learn something from your ailment.  These are not the same types of people.

(more to follow)