Strategic Bragging (Part 2)

3 Impeccable Selling Strategies

In Part 1, I shared about “Chuck” the wedding DJ and his cocky approach to salesmanship. While it’s important to be skilled in tooting one’s own horn, it must be done in such a way that it doesn’t seem conceited and therefore repel prospective clients.

But wait! There’s more …

Selling products via infomercials is a multibillion-dollar industry. While I don’t necessarily agree with all of their (often cheesy) tactics, we can learn at least a few things from their success. The leaders in this industry seem to have mastered the art of strategic bragging. In the quick sections that follow, we’ll take a look at 3 leading sales strategies and discuss how to make them work for you.

1.     Show, Don’t Tell

Infomercial presenters do an incredible job of showing us the features and benefits of their products. In Dan & Chip Heath’s book, Made to Stick, “The curse of knowledge” is addressed. The concept is this: [Read more…]

Strategic Bragging

Knowing When and Where to Toot Your Own (Business) Horn

(Part 1)

If you Google strategic bragging, it appears my friend Sally Strackbein coined the phrase. And while its use has brought a chuckle to many a room, it’s a serious concept. After all, no one likes a “Me Monster” and I have found that if you must brag, you might as well be strategic about it.

My recent search for a wedding DJ has provided a great example. As it turns out, I’ve found that many professional DJs aren’t able to express their emcee-expert-party-guide personalities over the phone. Instead, they come across as rather awkward and uncomfortable. Go figure. I’ve chalked it up to this: They must need a microphone and an audience to come alive. However, one of the seven DJs I interviewed over the phone had no trouble expressing himself.

This guy – we’ll call him Chuck – referred to himself as “The DJ to the celebrities.” He said he’d [Read more…]

How “Warm” is Your Company?

Do your clients want to do business with a person, place or thing?

In last month’s article, I included the phrase “… referrals are where it’s at!” A loyal reader replied to me with an e-mail that read, “Not that I’m knit-picking, but it should be ‘referrals are where it is!’ … Unless you are writing colloquially, which it appears to be the case.” Maybe that guy was onto something …

There are two schools of thought on the topic of business etiquette. One school tells us to remain completely professional at all times, while the other says, “C’mon man, loosen up a little!” Is it possible to be friendly and warm while remaining professional? Absolutely! Why is this important? Because by and large, “loosening up” (a.k.a. “warming up”) is becoming a requirement if you want to attract and retain more business.


4 Tips on Warming Up Your Brand

1. People do business with people they like AND people like people like themselves.
Who are your clients? Perhaps more important, what type of client do you want to attract? If your clientele is completely “buttoned up,” then the loosened up approach may not be the best. (This should only apply to a few of you.) The rest of us, however, are dealing with everyday people; people who want to deal with … everyday people. So how can you be perceived as more of a “real” person?

2. Be Accessible
In a recent video message, the wildly successful (and always-charismatic) wine expert and branding guru, Open Door Policy (Humorous)Gary Vaynerchuk, shared his insights on “consumer expectations” and advises that your clients want to know and feel that you are accessible.

Here’s an example we can all relate to: Just a few years ago, it was a big deal to have contact with your favorite author. Now, personal replies from famous writers are becoming the norm (I’m in touch with several). If your clients can reach out to their favorite author and receive a response, shouldn’t they be able to reach you? Gone are the days of burying your phone number and e-mail address in the basement of your [Read more…]