Excuse Me Am I Listening? Your Career And Leadership Role Is Limited by Your Ability To Listen

Uh, can you say that again?

Your ability to listen matters - not hear - listen! Now I don't mean your ability to check your email, text and "tweet" at the same time. There are some who might consider that multi-tasking. Okay stop ... put that thing down and listen.

"Most of the successful people I've known are the ones who do more listening than talking."

Bernard M. Baruch

The story of a listener

Years ago I had the joy of working with a remarkable executive. He had risen through the ranks of the corporation and was a member of the top executive team. Needless to say he was brilliant and an inspired leader. He accomplished all this in spite of what was considered a major obstacle at the time because he had a speech disability. He attained his rank and status because of his ability to listen. When he was with you here was "there" 100% and made you feel that he turned off the world for you. Thoughts, reactions, suggestions and management came in the form of exceptionally clear written notes and letters. Each one eloquently proved that he did listen and work to understand - you. In today's corporate environment leaders and managers seem to be judged by the ability to speak and present his or her thinking. This renown executive and leader was more driven by the desire to understand what the people around him thought

Do the people around you consider you an active, involved listener? According to the University of Missouri most people spend 70 to 80 percent of our waking hours in some form of communication. That communication breaks down to about 9 percent writing, 16 percent reading, 30 percent speaking, and 45 percent listening. The problem is studies also show that most of us are not very good at listening.

Fast talk about poor listening

Stand by for a compliment - you can think faster than people speak. The average person speaks at a rate of about 125 words-per-minute. We have the brainpower to comprehend 400-words-per minute. No one hits that rate including Starbucks coffee addicts and even a hyper first grader. Still be the biggest reasons we're such poor listeners are:

Caring

Concentration

I'm a wanderer, just a wanderer

If you don't care about the message or the messenger you don't listen. Since there's such a big gap between how fast people speak and how fast we can listen, our brains tend to wander. On the average we only use about 25% of our mental capacity listening so we have 75% of our brainpower to do something else. So we daydream. We have to work hard to listen well.

Listening is work

I had a professor in Journalism School who listed the top three attributes required for career advancement. Here's his list:

1. Listening
2. Reading
   
3. Writing

No verbal, computer, management, marketing or organizational skills made it to the list at all. His point was, if you can't master these three then you have no chance with any of those other skills. You know it makes a lot of sense. Your ability to listen allows you to:

• Understand what you are supposed to do and people's expectations
• Answer questions and ask better ones
• Communicate understanding
• Build rapport, trust, credibility and friendships
• Resolve problems and devise solutions

Here's a Freebie!

Gee, sounds like leadership and management abilities to me. A wise man once said, "It's better to be interested than interesting." So just how good are you? Do you have the confidence to put your abilities to the test? The graphic at the top of this article is a Listening Evaluation Worksheet we developed for a client over 10 years ago. It has spread through about a dozen organizations and it's free for you. Just click on the illustration to download it. No signing up, marketing or obligations. If it helps - please think kindly of your friends here at Think!

Okay, you may return to checking your email, texting and "tweeting."

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Please Subscribe! There's a new article every week and we are determined to give you valuable information you can use to be successful and make more money. So, go to the Be The First To Know box and just fill it in.

Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.

Be A Lazy Marketer - The Smart Way to Big Revenue By Doing As Little As Possible

Yawn!

I've just rewritten our business plan. The #1 strategy is "Be Lazy." As a corporation we are going to do as little as possible and I suggest that you and your company do the same.

Lazy is logical

It doesn't matter if you are a CEO in the United Kingdom, a CMO in Canada, a Marketing Director in India or an independent entrepreneur is Mexico - your ultimate job is results. The #1 objective is to generate the desired results in the least amount of time and at the lowest cost. To accomplish this objective demands that you be lazy. Doing more than you need to do to generate the results you need doesn't make any sense. The idea is to do the least you can to get what you need.

If you can accomplish your goals for $1.00 why spend $1.01?

If you can accomplish your goals in 60 seconds why work 61 seconds?

If your customers or clients are 100% pleased and satisfied with the results you provide, why do anything more?

The Big But!

The one area where you shouldn't be lazy is perception and awareness. Laziness works as long as the expectations, results and requirements remain the same. The moment something changes you have to re-evaluate and rework. Then you can be lazy again.

Shave the effort with Occam's Razor

Back in history, before satellite TV, Facebook and eBay, people didn't have much to do so they sat around thinking. How odd! William of Ockham was a 14th-century English logician. Old Willy came up with a great idea - entia non sunt multiplicanda praeter necessitatem. Cool concept. Yeah, I know it's in Latin, which might explain how the world of science and philosophy misspelled Willy's name and called it Occam's Razor.

The most straightforward nonliteral version is "The simplest answer is usually the correct answer." What Occam's Razor means to you is - if the results are the same, do it the easy way. You work less and get more.

Dynamic Laziness

Not long ago we talked about the decision-making process and one of the dangerous mindsets was If It Worked Before Let's Do It Again. That same perception can infect your business strategy. The marketing mix we used before is the foundation on the new marketing mix. We don't actually change anything - so to generate more results we'll just work harder. Duh? How do you know if you're infected? There may be symptoms in your marketing plan.

• Your marketing is filled with "broad brush" semi-promises and no details about real benefits and value.
• You tell potential customers and existing customers the same things in the same ways, over and over. And, you expect different results.
• Your strategic planning talks about being customer centric but you never change how you do business or your organization.
• You expect Internet marketing, SEO and transactional web pages to instantly produce sales and conversions. The assumption is a high Goggle Rank and paid search will allow you to "sell right off the page."
• More channels and "touch points" will automatically produce more sales.
• So, what's the cure? Stop, think and take a new, lazy approach. Begin by asking yourself - If you had to start all over what would you do differently?

Starting all over again

Come down with temporary amnesia and look at your business, customers and what you need to happen as if you are starting from scratch. Please don't make this a complex process manned by numerous cross-functional teams. The tools of choice are a yellow legal pad and a #2 pencil. Turn off your "business brain" and just scribble words, phrases, numbers whatever comes to mind. No, this isn't mind-mapping it is scribbling with the simple goal of getting thoughts and data out of your head and on to paper. No organization allowed. I know it might feel silly at first but then you'll feel a strange sense of liberation. Doodling is recommended.

Then, tear all the sheets out, line them up on the desk and copy anything interesting on to the legal pad. Turn on your "business brain" and use the ideas to rethink and re-evaluate your business or marketing strategy. What do you really need to do and how hard do you have to work to make it happen?

1. Where do you currently focus the majority of your marketing budget and efforts?
2. What impact would it have on your desired results if you increased your efforts and expenses by 10%? If you cut them by 10%?
3. Now ponder the big question - What is the least amount of effort and expense we need to devote to generate the results we need?
4. Then adjust the plan to be lazy.

That will never fly!

Too easy. Not enough worry and anxiety. Why don't we trust the easy way? Somehow we believe that there is nobility in suffering. We have to take the rough road because we are supposed to work real hard to prove that we are worthy of the results. The problem is confusing activity with progress. Running in place as hard as you can while wildly waving your arms is active but you aren't going anywhere. So prop your feet up on the desk and be lazy, it's okay.

Lazy pays

• Look for the easiest ways.
• Do what you need to do and then don't do anything more.
• Eliminate anything that doesn't make it easier to deliver desired results quicker and less expensively.
• Satisfy your customers and clients to ensure you get 100% of their available business and then stop.
• Don't feel guilty about being called a lazy marketer or businessperson.

Add your own witty summary and closing thought here.

I was going to write one and then decided "Naw!" I'm too lazy!

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Please Subscribe! There's a new article every week and we are determined to give you valuable information you can use to be successful and make more money. So, go to the Be The First To Know box and just fill it in.

Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.

New Strategies to Restructure Your Marketing Mix - Don't Play Fair at Trade Shows

No more Mr. Nice Guy

I'm a nice guy … until I'm not. That "not" is trade shows. I don't play fair. I'm not nice. I don't care if I aggravate, frustrate or infuriate the competition or the other exhibitors around me. I'm there for one reason alone - to generate business and revenue.

Trade Show Strategy & ROI

Every organization has a marketing plan that details the strategies and actions required to achieve specific marketing objectives. Tied to this plan are the costs and the projected returns - the almighty ROI. To me ROI is like your high school honey's best friend. Always around but there are lots of times you wish it would just get lost. To me marketing effectiveness is more important because it factors in strategy and how the costs are optimized to achieve both short and long-term results. Without getting sidetracked here it focuses on the most efficient ways to generating superior results. In terms of marketing effectiveness trade shows are a bargain - if you strategize, plan and execute the things that matter most - and don't play fair.

Why most trade show marketing fails

Your company may have given up on trade shows to try to save money. The problem isn’t the shows it's what we do at them. The 1990’s concept of having teams of people standing around waiting for attendees to come talk to them – while giving away brochures and t-shirts is not a viable strategy. Trade shows aren't one-time events they are a microcosm of your marketing concentrated in one place for a short period of time. They present the greatest opportunity for 1-on-1 interactions with the people you rely on for success, revenue, growth and sustainability.

Why are you there?

Lead generation is the standard answer but business generation is a better one. You want to generate revenue, face it. Most lead generation strategies fall apart within 45 days of the event. No follow-up, no response and no reason for the potential customer to give you more time and attention. The time to generate leads is before the event.

Research trades shows and pick ones with the greatest percentage of decision makers from your target audience. Based on these key players establish very specific goals. What results do you need? Develop the entire booth experience around generating these results.

Spend as much on pre-event marketing as you do on your booth and space. Gasp! The trade show booth is your delivery system, you don't wait until the show opens and try to compete for attendee's attention and time. Market to your specific target audience and highlight the detailed business benefits they will receive at the show. Be bold - "We'll help you make more money in 90 days."

Once you get them in the booth, don't let them leave

My Rule #1 is Always Give Them A Show - Still you aren't there to just entertain. The biggest differentiating factor in trade show booths is the level of interaction they provide. If there is anything we can learn from the Internet and social media is that decision makers are actively looking for relationships that provide value through interactivity. They want to be involved immediately.

Develop individual content - Make it customer specific, actionable and results-driven. Can you imagine the impact you would have if you gave your target customers specific information about their businesses instead of a key chain and a can koozie?

Let them work with you to discover the individual value - Give attendees something to do that's meaningful. Place potential customers in a position to define and contribute to outcomes that will make a difference to their businesses. In the process you have jump-started the relationship. Follow up is more logical and productive.

Bring the best people - Design, technology, pre-show marketing, showmanship, engagement strategy are all important but they are no substitute for an energetic, engaging staff that is knowledgeable, prepared and has rehearsed to deliver.

Measure the effectiveness

I warned you I don't play fair. These are my personal measurements of effectiveness.

#1 Total Area Domination The fire marshal complains that the booth has too many people.

#2 Disruptive Marketing Neighboring booths complain that we are causing bottlenecks and blocking the aisles because of all the attention.

#3 100% Focused Engagement Attendees lose track of how long they spend working with the booth team.

Don't play fair either

There is nothing subtle about trade show or exhibition marketing. Here are your objectives:

• Target shows with the greatest potential
• Grab them early & often - consistently market to the specific target audience
• Engage on a personal level - give people a reason to step into the booth and even more reasons to stay
• Create an experience that is so valuable they'll forget about going to the competition
• Make follow up logical - the next step in the relationship

Look ahead to 2010

I love trade shows because they can be the most effective marketing channels. Marketing effectiveness measures the quality of your results with the goal of optimizing expenses. Short story ... trade show success is measured the same way as you measure any form of marketing. Did you generate the results and revenue you needed? As a CMO or upper management you are the experts on your business but you might want to take a second look at trade shows for 2010.

The golden word is Results … but don't be nice about it.

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Please Subscribe! There's a new article every week and we are determined to give you valuable information you can use to be successful and make more money. So, go to the Be The First To Know box and just fill it in.

Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.