CarusoBlog

Linkedin's best-kept secret

Every social media platform has a secret weapon. 

The best feature on Facebook is the Notes page where you can promote your company in messages much longer than 140 characters.

Twitter has some amazing apps such as Tweetdeck that put the micro-blogger on steroids.

Even the relatively staid Linkedin has a piece of heavy artillery.  It's called "Recommendations." 

In the old days (the 80s, LOL) business people used to request a "letter of recommendation" from satisfied customers.  Now I ask people to post compliments on my Linkedin page.

These types of testimonials are what Robert Cialdini, author of Influence, refers to as "social proof."  Such recommendations, for example make me feel good, but they also make my prospects feel good.  Nothing brings in business like third-party testimonials. 

A client of mine recently posted this kind compliment on my Linkedin page for all to see:

"I had the opportunity to hear Michael speak at a Rotary function several years ago and was so impressed that I invited him to speak at an upcoming Zone meeting for seven Rotary Clubs in Southern Wisconsin.  He had 120 people totally involved while speaking and his ideas for improvement are something we actively use today. I highly recommend Michael Angelo Caruso."     

  -John Stensland, VP, Martin Business Group, Geneva, Wisconsin, via Linkedin

 

Thanks, John! 

If I had written this message about myself, people would think of it as advertising.  But when John posts this message, it's the truth.  That's the beauty of third-party testimonials, such as recommendations on Linkedin.

I'll be interviewing Linkedin expert Dean Delisle on Tuesday, December 1 at 4 PM ET.  He's the President of a company called Forward Progress and a real guru on Linkedin.   

Register at http://budurl.com/UseLinkedin4Biz.

Any salesperson can have this edge over the competition

I've developed a powerful and effective way to differentiate themselves from their selling competition by becoming published authors in their area of expertise.  (Actually, it helps a salesperson to be a published author of any stripe!) 

It doesn't matter what you sell or what industry you're in.  I've taught people in the heavily regulated financial services industry to author an e-book and still be within guidelines. 

Do this now.  Creating and marketing information products (seminars, webinars, teleseminars, e-books) will improve your closing ratios better than almost anything you've experienced.

Why is this true?  Because right or wrong, people will treat you better when you are perceived as an author. 

For examples of such info products, visit www.MichaelAngeloCaruso.com. 

Marketing made easy; Use social media and blogs to forward testimonials

It's easier than ever to market your company.  Using a blog, Facebook or Linkedin as a delivery system, simply forward testimonials to people on your list(s).  For example, I recently received this message from a client named Chad Drexler.  He cc'd me when he sent the same message to about a dozen of his closest friends and associates.

Hello all,

Hope everyone is doing well!  Just wanted to drop you all a quick note.  I have been fortunate enough to develop a relationship over the past few weeks with Michael Angelo Caruso, nationally known sales/inspirational speaker. 

I ordered some of his sales training material, and decided to pick up the phone one day to make contact with him. To my astonishment, he actually picked up the phone and took valuable time out of his day to listen to me and guide me in the right direction. 

Since our first contact, we have been in touch several times and I really love his stuff.  Take a look at what he has to offer and check out the following websites:

http://www.edisonhouse.com http://carusoblog.typepad.com

In my humble opinion this guy is right on the money.  You may even be able to call him as well and bounce some ideas off him.

Regards,
Chad Drexler, The Baseball Head Doc, MInneapolis, Minnesota

The above is a pretty good testimonial, don't you think?  When Chad originally sent this out, only about a dozen people saw it.  Chad gave me permission to send it out, too, so I posted it on my blog at www.CarusoBlog.Typepad.com and posted the link to my blog on Facebook, Twitter and Linkedin.  When I did this, about 40,000 people saw it. 

Be your own public relations firm.  Use a blog and social media to share the nice things people say about you and your company. 

Free selling tip; Good Attitude = More Sales

Here's a freebie from my popular 52 Selling Tips.  The tips will arrive via e-mail and you can use to instantly improve your sales.  Sign up today for less than a dollar a week.  

 

Tip #1:

A Good Attitude and Strong Self-Image Will Act As Sales Assistants

A good attitude is important in every job, but attitude is critical for people in the selling profession.  Prospects and customers have come to expect a certain quality of excitement and optimism from salespeople.  A damp personality won’t help you close a sale.

When you have a good attitude, other aspects of your personality seem to fall into place.  A good attitude can escort you through the challenging world of selling, which harbors psychological shadows such as negative self-image, rejection and complacency.  
  
A negative self-image is deadly when selling.  If you are nervous or desperate, you are likely to appear nervous and desperate.  If you think your product is overpriced, you will send that message to your

prospects and customers.  If, on the other hand, you feel confident and happy, you are more likely to appear confident and happy. 

Why would a plucky, well-adjusted salesperson ever fall victim to a poor self-image?  Well, selling is not held in high-esteem by society.  There are hundreds of jokes about us salespeople and most of them are pejorative in nature.  The stereotype is well defined and in many cases, well deserved.  Few schools offer courses in selling.  You could say selling is an “unapproved” curriculum. 

Sales managers, perhaps uncomfortable with the negative stereotype, try to disguise the identity of salespeople by giving them creative job titles such as Account Manager and Customer Care Specialist.  I rarely see the word “salesperson” on a business card.

Even salespeople are reluctant to admit to their livelihood. 

Many deny they are selling by telling prospects, “I’m not trying to sell you anything.”

You may not be able fix the image of the sales industry, but you can improve your self-image, which will help improve your sales. 

Self-image issues can usually be traced back to events that happened to you (or for you) early in life.  We can improve our self-concepts by reading self-help books, practicing self-affirmations and if necessary, talking to a professional therapist. 

 

Sign up now to receive weekly selling tips like this one.

 

Good selling!

Michael Angelo Caruso, creator of Role Model Selling

P.S.  I'd love to speak to your sales team.  You can also send them to see me at an upcoming seminar.  My speaking calendar is available at www.EdisonHouse.com/Calendar

 

To get business, sometimes you have to "salt the tip jar"

My brother Dave is a talented musician who stars in a very entertaining show called, "Piano Wars."

In Dave's line of work, there's an an entertainment custom known as the "tip jar."  To get this done, Dave merely tucks of few of his own dollars inside the glass container on top of his piano.  Audience members see the tip jar, take their cue and Dave makes a couple hundred extra dollars every night. 

Here's the important part of the process.  This idea works much better if Dave tucks a few of his own dollar bills in the container prior starting the gig.  The process is known as "salting the tip jar."

Bakers have a similar concept they call "starter dough," which again makes dough (get it?).  

Here are some clever ways to salt the tip jar at your company:

-  Collect testimonials from satisfied customers and make them available on your Web site, your company Facebook page and Linkedin

-  Have various employees write short articles on aspects of your business and post these pieces on Web sites such as your company page and EzineArticles.com.

-  Encourage your employees to speak at trade shows on their subject of expertise.  They'll probably receive free registration and audiences will perceive them as industry experts.

-  Hold seminars and make sure the room is sprinkled with happy clients and vendors in order to effectively salt the tip jar.

If you use a Jewish speaker for these events, you're using Kosher salt.  Use me and you'll get Italian seasoning.  It's all good! 

When you salt the tip jar, your company will make more money, faster.

E-newsletters are the cheapest, most effective way to market your biz

Composed in Sarasota, Florida-

Thanks to the advent of desktop publishing and the Internet, there are many ways you can market yourself and your business for little to no money.  All you need is a delivery system.

I now teach this in a five-phone call telecourse called, E-newsletters--The Best Way to Keep Prospects Close and Customers Closer.  Here's an abbreviated version of the syllabus:

Syllabus

Call #1 - Introduction, overview, identifying your "forehand," the power of information marketing, developing a delivery system, I answer your questions.

Call #2 - Your Internet presence, promoting your e-newsletter from your Web site, blog and via social media sites such as Facebook, LinkedIn and Twitter.  And I answer your questions.

Call #3 - Creating content and value, how to never be without great articles and graphics for your e-newsletters.  Non-technical advice on how to beat spam filters and improve click-through rates.  making your e-newsletter a revenue center.  Oh, and I answer your questions.  

Call #4 - How to repurpose your content to create information products such as e-books, audio programs, video programs and seminars--all of which promote your business.  And surprise!  At the end of this call, I answer your questions.

Call #5 - The final call is the capstone course and summary.  I'll review what we've learned, suggest what you should do next and I answer your questions.

Many attendees publish their first e-newsletter before the class is even complete!  Pretty impressive!!  This e-newsletter course rocks, if I do say so myself.  You will love this telecourse by the second session or I will refund your money.     -Michael Angelo Caruso, http://www.EdisonHouse.com

When selling, sympathy costs money, but empathy makes money

I was recently talking with a client about empathy.  We were planning a training event for his young store managers and he wanted them to know more about how to relate to customers and prospects. 

As we discussed the content of the program, we began to consider the difference between sympathy and empathy.  My client contributed something he had learned about sympathy.  "When it come to business," he said, "Sympathy costs money." 

His point was that feeling sorry for a customer might lead to a soft-hearted discount or unusually generous consideration.  

I added that empathy or having the ability to share a customer's feelings can build rapport that leads to a larger sale or more sales.

So, when it comes to selling, sympathy costs your company money, but empathy makes your company money. 

It's Possible--Even Beneficial--to Market Apples and Oranges

Posted from Royal Oak, Michigan-

Creative marketing is in my blood.  I practice it and I appreciate it.  That's why I'm so excited to report on what I experienced last month.

My Rotary friend, Dave Donnellon, invited me to go downtown to see the Detroit Tigers play the Chicago White Sox.  The evening began and ended with two terrific examples of cross-marketing. 

Often, marketing departments are so focused on advertising their core products and services that they forget to look for synergistic opportunities.  Detroit was not missing many of these opportunities the other night. 

Dave's invitation was a $40 dinner/game package.  I met Mr. Donnellon and a group of his friends for dinner at Mario's restaurant, a Detroit institution.  The buffet was outstanding, terrific Italian food and plenty of it. 

A non-package dinner there usually costs about $60, so I was already getting my money's worth.  Mario's also provided a shuttle to and from the game so we didn't have to worry about parking at Comerica Park. 

The Detroit Tiger organization has been shoooting off fireworks after night games since they were at the old stadium.  People love it and they'll even sit through a stinko game to take in a fireworks display.  

So, in one evening, the Tigers sold us great Italian food, a shuttle ride to and from the stadium, a fireworks display and even a ball game.

If You're Gonna Copy, Copy the Best

Composed in Grapevine, Texas-

You probably know who the best company is in your industry.  I hope you're always learning about the "top dog" so your company or department can copy its success.

In school, we were taught that it was bad to copy on tests.  Yet, copying is one of the best marketing techniques on the planet.  The idea is to copy and then make the idea your own by putting an original twist on it.

Here's an example of how to copy.  The Gaylord Opryland Hotel in Nashville is one of the most unusual, best-run hotels in the country.  They decided to copy themselves and built the Gaylord Texan in Grapevine and two other properties in Orlando and Washington, DC.

I keynoted a conference at the Texas property earlier this month and had this photo taken in the cool indoor courtyard.  

Notice, I recommend that you copy, not steal.  If you replicate someone's intellectual property, you should do it with permission and always provide attribution.  Also, you should never copy to the extent that you neglect to differentiate your products and service.

Do you have a success story that involves copying someone or some company?

Keep Your Eyes On the Prize

Posted from Royal Oak, Michigan--

My friend Marc Harty has started a new blog called Main Topic--Focused Thinking for an ADD-Driven World. 

It's an important topic and Marc is just the right person to address it.  He's a talented marketing expert who is passionate about providing valuable information to people 

I commented on one of Marc's first postings and have re-purposed my message here.

Some people find that a general lack of focus is caused by The Long Tail phenomenon of having a plethora of choices.  You may recall that Chris Anderson's book, The Long Tail, explains how the digital age is expanding business opportunities. 

I met Marc at Fred Gleeck's and Rick Frishman's seminar on information marketing a few years ago, where they gave us enough Web sites and tools and things to do to keep us busy for a year.

Many of our fellow attendees went to a similar conference within six months and received another cool list of distractions.  Part of the secret to conquering the distraction monster is to develop the discipline to "just say no."

On a basic level, as I explain in my FastLearnerAudio series, time management is simply re-prioritizing distractions.  Another way to think of it:  make a "not-to-do" list. 

Politically speaking, the phrase, "stay the course," is not popular right now, but it's just the ticket for people who need to focus on the target.  As I remind people in my sales training classes:  Keep your eyes on the prize.

How do you handle distractions?  Comment here and share your best ideas with the rest of us?