Nov 10 2011


Welcome to the world’s first SMALL BIZ Alphabet Series of blog posts!



Looking for the competitive edge? Want to make a difference? Small business owners and managers  can never have enough input on the “S” subjects, sales and stress. There are plenty of other key “S” subjects, like stick-to-it-ive-ness and startups, and social media and SEO … but there are also a ton of resources available on each of these subjects.

Well, I guess there are also plenty of info bites out there on the subjects of sales and stress, but it seems to me that these two S’s stand head and shoulders above the other topics for daily, immediate concern, and the need to have new info and input on an ongoing basis.

Besides, one creates the other.


Sales (the career, the quotas, the goals, and the act of selling) produce enough stress for one business owner or manager as would be needed to probably topple any six corporate muckity-mucks or any 200 government employees!

And “stress”? Actually stress –when it’s properly channeled– can be a great incentive and catalyst for sales. Stress, remember, is not always negative. We need a certain amount of stress just to sit up straight in a chair, or to be productive with our  computer keyboards (or with one another.

Dealing with negative, or over stress or distress, is typically handled by professional therapists with one (or a combination) of these tools at their command — guided imagery, deep breathing, exercise, meditation, Yoga, laughter, psychoanalysis, or role-playing, among others.

If you REALLY want to sell, get your target market to exceed the five senses (speaking of “S”). Here, for example, are mine:

Taste………. sushi

Touch…….. sex

Sight………. puppies, flowers

Sound…….. the ocean

Smell……… red wine splashed over barbequing beef

When a marketer can top –or even come close to– any of these triggers, I’m sold.


What are the triggers into YOUR five senses? How about those of your target market? How can you use words and illustrations to represent the five senses. What about “scratch ‘n’sniff” print ads, piles of ice or foam on a billboard photo, commercial background music or natural sound effects? A fast-paced “click-to” video?

Even with all of today’s instantaneous communication capabilities and daily information overload existence, nothing has ever even come close to duplicating the sales appeal of the five senses. To capture just one of these, triggers others. If I get you to imagine tasting a food product, you might very well also smell it.

Every purchase is the result of igniting an emotional buying motive. So, while burning down a small cardboard house may sell homeowner insurance, it’s also over the top. The challenge is to stay within the boundaries of good sense and reasonability when you reach out to ignite fuses to the five senses.

What is your business doing right now that takes advantage of your product or service ability to appease or enhance one or more of the five senses? How can you build on that? In other words, is “Mmmm-mmm, good!” enough… or should you also show steam rising from the soupbowl? Smiling faces of cherub children? 


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Hal@Businessworks.US  302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

Make today a GREAT day for someone!

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May 23 2010

Appreciation vs. Depreciation

The farther apart we go,


 the closer we need


to be.


     As time and technology continue to stretch the great divide they’ve created between human beings . . . and personal relationships become less personal . . . the importance of common sense and common courtesy rises to the surface with more pronounced impact than ever before.

     The HR and sales management rule of thumb, “Praise in public and criticize in private” has — for example — no less common sense meaning now, with increased communication reliance on emails and text messages, than it did in the days when every encounter was a personal face-to-face experience. In fact, the integrity of that “Praise and Criticize” guideline is even more important today.

     Why is that? Because today, we rely more on short, concise, written notes, and every communication is traceable. When someone is praised by email for exceptional performance, everyone in the ranks should get a Cc. When someone is criticized, and Bcc’s are flying around, poor judgement is being exercised, and hidden agendas overwhelm integrity.

     If you run your business on a need-to-know basis, and that works for you, then stick to that and don’t entertain exceptions. If you have a broader interpretation of management transparency and practice across-the-boards openness with all your people, and that works for you, don’t drift into occasional closed door sessions or transmissions. Consistency is what builds business success because it’s what fosters customer, employee and supplier loyalty.

     Customers, employees and suppliers all like to know where they stand. They appreciate business policies, procedures, and approaches that are predictable, and that — even if they disagree with them — they can be assured of no surprises!

     Common courtesy of course is most evident with every exchange, in writing and electronic transmission, in person and on the phone. It is so evident because it is so simple, takes so little effort, but works wonders for every recipient: “Please” and “Thank you!” may sound like dumb old customs to some in this day and age, but nothing else has ever risen in all of history that accomplish more than those three words. [And at-home applications are as important as on-the-job.]

     People are hired and fired, sold and unsold, respected and disrespected by the subjective measures of others as to the genuineness with which these three words are expressed, and if, in fact, they are expressed at all. Those who let “Please” and “Thank you!” flow freely (yes, even when the waitress puts your silverware down or pours you a glass of water, even when a delivery person brings you something you don’t want!) are the people who spread positive attitudes and who will achieve the most success.

     No need to take my word for it. Simply observe those words in emails, hear them in person and on the phone and — assuming they’re delivered with some sense of authenticity — judge for yourself what your impressions are of the person using these expressions of courtesy vs. those you observe and hear who don’t. It’s your call. Thank you for your consideration! 

 Comment below or Hal@BusinessWorks.US 

Thanks for visiting. Go for your goals! God Bless You! God Bless America, and God Bless our troops “The price of freedom is eternal vigilance!” [Thomas Jefferson]  Make today a GREAT Day!

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