West Coast Business Academy Newsletter

FEATURED AREAS Audiotapes & Bookstore Classified Ads Coaching for Success E'zine Subscriptions Free Stuff Life Balance Distance Learning Course & Business Discussion Board Tip of the Month The Crystal Ball WCBA Newsletter Learn more about our RISING STAR, TOM MARCOUX Links

Inside This Edition: Marketing MagicTom Marcoux emphasizes five principles for clear powerful communication that save time and get results Be Happy and Fit while You're Busy Tom and Al Marcoux share their crucial strategies for getting your work done on time, staying fit and keeping a happy attitude How to Make Your Dreams Come True An interview with two dynamic women who have made their heartfelt dreams come true. Marcia Wieder is the successful speaker-author of Doing Less and Having More, and Lynda Obst is the movie producer of Contact and Sleepless in Seattle Communicating for Results To be a powerful communicator, you need be a combination detective and a strategic data supplier. Read this article to learn crucial "decision-making styles" How to Live In the Moment and Feel Better Right NowLearn two methods for self-empowerment How to Pick a Winner - The Right Speaker for Your EventThere's an art to choosing a dynamic speaker for your event. Don't miss these seven secrets How to Create Your Best Year EverTom reveals four tips to help you reach your goals this year How to Increase Sales by Helping People Decide How to Buy - Help buyers organize their thoughtsBest selling author Sharon Drew Morgan shares her innovative strategies for Selling with Integrity Marketing Like a Pro, by Using What You Know - How 10 successful women used their natural skills to build their companies and their reputations

New articles are added monthly

Be Happy and Fit while You're Busy"

by Tom Marcoux, national speaker-author and business coach and Al Marcoux.
Copyright 1998

Feeling happy usually happens when we feel better physically, at the same time. As we become older, exercise is necessary for staying healthy and feeling younger. Researchers have proven that exercise can reverse the undesirable effects often associated with aging. Bad moods have been shown to result from tired bodies and minds. Just 10 or 15 minutes of aerobic exercise will change these moods to happier ones.

1) Tom is a time management expert and speaker-author. He helps his clients and seminar participants take consistent action in many areas of their lives.

2) Al is Tom's 62 year-old father and successful marathon runner. Never an athlete, Al began running at 47, and marathons at 54. His example shows us that it's never too late to begin any worthwhile activity, including physical exercise.

For many people, their exercise is not on schedule because they have not devoted time to think through the keys that help people consistently exercise. In this article, we'll explore a process that really works. Here are 7 Keys to help make your exercise a *want-to-do* part of your busy life. The following keys are based on the OPTIMAL EXERCISE CHART(tm).

Key #1: Use an Easy System
One principle is: "if you want to improve it, measure it." Sam writes "exercise" in his day planner. At a glance, he has no idea how often he exercises in a given week. It is vital to use an easy system so you will see your consistent efforts. Sam does not. For a better example, Al uses a calendar near the bathroom sink. Each day, he notes any accomplished physical activity such as: "RN" - run, "WK" - substantial walk, "SU" - sit-ups, or other abbreviated exercise choices. He counts each day a plus when any activity is recorded and always knows how his exercise program is progressing. Clarity helps you feel your progress; and this is motivating.

Tom uses a Self-Leadership Chart, which he introduces to his seminar participants. On the Chart, Tom has identified various daily tasks. He emphasizes the importance of using a "checkmark" for checking the chart. This keeps the major tasks in mind so that you won't let two days go by without doing something positive. Also, give yourself a reward for each time you exercise. A reward could be simply taking time to watch a video.

Key#2: Use Interesting Variety
Sandra has become bored with various forms of exercise: bicycling, running, and walking. She chose one activity at a time with a must-do and rigid schedule. On the other hand, Rebecca varies her exercises from day-to-day, which makes them more interesting to her. Monday through Thursday, she selects one of these:

0. 1) exercise video
1. 2) walk
2. 3) run
3. 4) stationary bicycle.

Key#3: Create Convenience
Charley is often heard to say, "This week, I really need to get to the gym." Of course, he doesn't always make it. It is the inconvenience of going to and from the gym, and waiting for the equipment to be free, which holds him back. On the other hand, Al often simply steps out of the door for his run, and Tom rides his stationary bicycle while typing on his laptop.

Key#4: Minimize the Time Investment
Mary finds that she devotes 40 minutes driving to and from the fitness center, 20 minutes changing clothes, and one hour working out. It is no wonder that she procrastinates. As an alternative, you can include short time-period activities in your schedule: a 20-minute walk, a 20-minute session using an exercise video, a 30-minute jog, or 10 minutes using hand-weights. Many people use part of their lunch hour. Another time-saver is to combine a different activity with exercise. You can walk with a friend. When riding a stationary bicycle, you could enjoy watching TV or listening to an educational audiotape.

Key#5: Create Your Enjoyment
Procrastination often follows our feelings of anticipating discomfort before beginning a particular task. The important thing to remember is to make exercise an enjoyable part of your daily life. You can enjoy exercise by 1) listening to music during any exercise, 2) walking or jogging with a friend, 3) watching TV while on a stationary bicycle, or 4) reading when using a stationary bicycle or treadmill.

Key#6: Target the Feelings Gained
Jim felt discouraged when he noticed that the inches were not melting away from his stomach area after only two weeks of hard exercise. But, there are other benefits. Al knows how good he feels after a run. Researchers emphasize that people who exercise, feel better because exercise releases endorphins. Endorphins are natural pain-relieving and stress-reducing substances in our blood stream. This helps us understand the value of targeting the feelings we want to gain. Just using hand-weights for a few days will help us feel stronger in our arms. These are good feelings gained from strength training.

Key#7: Set Reasonable Projections for Visible Results
Jane has been an on-and-off exercise person for years - mostly "off." She felt that the visible results of weight loss were too slow for her efforts. Here is a useful example for us: the reasonable schedule used by Zig Ziglar, the best-selling author and national speaker. His extended schedule included something similar to reducing three pounds per month over a period of ten months. Researchers are now concluding that lean muscle tissue weighs more than fatty tissue - so weight is not a prime indicator of fitness. However, Zig Ziglar's experience demonstrates the principle of setting up reasonable projections for visible results.

Tom's seminar participants discover ways to consistently exercise by actively using the Optimal Exercise Chart Process. Tom and Al can present the *Optimal Exercise Chart Process* to your firm or association.

For a free copy of "Principles of Optimal Exercise" call West Coast Business Academy (415) 826-1409, and visit http://www.businessacademy.com. Tom Marcoux and Al Marcoux

Top of Page

"How To Make Your Dreams Come True"

by Tom Marcoux, national speaker-author and business coach.
Copyright 1998 Tom Marcoux

Do you have a dream that would create more joy in your life? As a speaker and corporate consultant, I interview many of the best professionals in the world, and report their proven strategies to my audiences and readers. I interviewed two dynamic women who have made their heartfelt dreams come true. Marcia Wieder is a successful speaker-author, and Lynda Obst is the movie producer of SLEEPLESS IN SEATTLE (starring Tom Hanks and Meg Ryan) and CONTACT (starring Jodie Foster).

Marcia Wieder's new book Doing Less and Having More is available at your local bookstore or through amazon.com. After studying hundreds of books and tapes on success, I appreciate how Marcia's book emphasizes ways to put 'ease' into the process of making dreams come true. During our interview, Marcia shared a number of methods. In this article, I'll identify some of her methods as "Tips":

Tip #1: Research Your Dream and Know Your Values
Marcia told me that knowing what she knows now, she would have taken more time to research her past dream of expanding her marketing/media firm into a global communications company. She says, "I expanded too fast. I didn't really have a full understanding of what that meant in terms of time, effort and commitment -- based on the things I really value like flexibility, freedom and friendship. The two just didn't line up."

Tip #2: When Starting A New Venture, Focus On Your Passion
Marcia notes that a woman needs to focus on her passion "and if she can remember what it is that she loves, and have her work be the expression of her passion -- that will [help] her through the good times and bad."

Tip #3: Use 'Methods Of Ease' To Help Make Your Dream Come True
Marcia uses a primary method of ease: using passion as the barometer for saying, "no, thank you." She says, "There are a lot of things that we have to do. . . But when I do have a choice, if it's something I don't love, I don't do it. . .It's a question of continually checking in and seeing where I am." To bounce back from a big disappointment, Marcia says, "I'm big on nurturing myself when I feel wounded -- with a massage, a facial or [talking with a friend]. Instead of turning all my energy into working and repressing the feeling, I just let myself really feel the sadness. And then, at some point, I find the dream that will move me out of where I am, to where I want to be. But not so quickly. On a regular basis, I create dreams that I'm more committed to, than reality."

Tip #4: Respect People For The Function They Perform
I asked Marcia how she communicates when someone is not open to her message. She noted a presentation she gave to a group of doctors. She said, "One guy sat there with his arms folded the whole time. . .I said, 'You must be the one on the board who's the devil's advocate. . .You have an important role. You're the one who probably needs evidence and proof.' And he said, 'You're darn right.' I said, 'Good for you!' I feel everyone serves their own sacred function."

Tip #5: Share Your Dream With Many People
I asked Marcia: "What did it take to make your dream of being on Oprah a reality?" She said, "I said to a friend, 'My dream is to go on Oprah.'" A representative of the Oprah Winfrey Show called her friend. Marcia says, "The show was about women starting their own businesses, and my friend had the statistics about the 7 million women business-owners in America. My friend told [the representative] about me, and the next day we were on a plane. It was just a process of sharing the dream and letting the magic happen."

Marcia emphasizes, "We make [reaching for our dreams] a lot harder than we need to - primarily by not using our resources. My definition of a resource is everyone you know, and everyone that you don't know. Everyone is a resource!"

I asked Marcia: "What's the best question that anyone ever asked you, and how did you respond?" She said, "Oprah asked me what my dream was! - after I asked her first. She said her dream was to create a company where people could have fun. And then she asked me, "What's your dream?" I said, "My dream is that people will have dreams. That we will open our calendars and schedule the date that we're going to do them."

In closing, I then asked Marcia a question that I advise my "Double Your Sales through Customer Delight" seminar attendees to ask in networking situations: "What's next for you? What are you looking forward to?" Marcia responded, "I'm writing a fable -- the story of my heart. I'm thrilled about that."

Lynda Obst, the movie producer of SLEEPLESS IN SEATTLE, has a new book Hello, He Lied, which is available at your local bookstore or through amazon.com. In our interview, she revealed many techniques, and we'll highlight a few and call them secrets:

Secret #1: Have Multiple Projects And Say "Next"
In 1994, Lynda's world came to a heart-wrenching crash when a rival producer had OUTBREAK (a movie similar to her planned film with Jodie Foster and Robert Redford ) in production first. One year of her work evaporated. Lynda learned the powerful strategy of "Next!" and the value of having multiple projects. Jodie Foster returned to star in Lynda's movie CONTACT. Humor helps. Lynda's friend Nora Ephron, director of SLEEPLESS IN SEATTLE, had a unique response when someone rejected her script. An executive said, "Don't take this personally." Nora responded, "How should I take it? As a group?"

Secret #2: Let Go When Something Is Not Working For You
Lynda developed the idea for the hit movie FLASHDANCE into a viable script. Later, Dawn Steel took over the project, and Lynda was squeezed out of the production stage. She felt deeply hurt. All over Hollywood, rumors flew about the feud between these women. Finally, David Geffen, one of Lynda's mentors, and now Steven Spielberg's partner in SKG DreamWorks, advised her, "Lynda, this fight is doing you no good. Call Dawn. Congratulate her. Rise above it." Reluctantly, Lynda called Dawn and told her, "I saw FLASHDANCE. You know, you're damn good." Through Lynda's initiative, the two women went from being enemies to becoming dear friends.

Secret #3: Learn From Experience And Come Up With A Better Strategy
When Lynda was developing her idea of FLASHDANCE, she said to her employer, Peter Guber (producer of the BATMAN films), "This is the [best] commercial idea. Take it or I quit because I'm not worth anything around here." Now, after years of experience, Lynda notes that it would have been more effective to say, "Peter, for Writer's Guild minimum, I can get you a Bob Fosse musical." She meant she could get a high-profit potential project for a small investment.

Secret #4: Use Your Strengths In And Out Of Meetings
"When you're in a new business, figure out what you bring to the table," Lynda says. Using her contacts with journalists, from years in New York's magazine industry, Lynda secured the rights to a magazine article as the seed for FLASHDANCE. This was when she was still involved in the movie's development stage. Using relationship skills, Lynda says, "I have great relationships with my directors because they know that I really care about them." Emphasizing the strength of a support group, Lynda says, "Women need to have showers -- like bridal showers -- for promotions or closing a deal."

Lynda's mentor, Peter Guber, told her, "If you don't have a strategy, don't hold a meeting." Here are meeting strategies: 1) Find a ritual to get yourself energized. Lynda says, "In the beginning, I always had good luck outfits." 2) Prepare. Lynda emphasizes: "Preparation in lieu of experience is reassuring. You need to say it concisely. And listen. . .Say exactly how much something will cost. And be prepared to back it up."

Lynda told me that writing brings her fulfillment. In her book, Hello, He Lied, she notes, "My perspective swells and shrinks in the daily drama. Often, I lose it entirely. Writing is my tool for getting it back."

From Marcia Wieder, we learn to create ease on the way to our dreams, and Lynda Obst gives us strategies. Having produced and directed a motion picture that was taken to the Cannes Film Festival, I know that the "living your dream" process is truly an adventure. We take appropriate risks, and we walk forward into the unknown. We experience the exhilaration of happy surprises and the self-discovery of having what it takes to dust ourselves off and take the next step. Marcia emphasizes: "We have access to ease. . .My prayer is that people will dream big and that they'll reach for their dreams. . .And my prayer is that people will begin to turn to each other and say 'Hey, what's your dream, and how can I help?' That's part of what I love." The best to you on your adventure of making your dream come true. Tom Marcoux

Top of Page

Communicating for Results

by Tom Marcoux, National Speaker and Author of Wake Up and Smell the Moneywith Linda Chappo, author of Marketing Like a Pro, by Using What You Know

As a powerful communicator, you need be a combination detective and a strategic data supplier. Your work is judged by the impressions you make. As a detective you need to identify what your listener prefers. As a strategic data supplier, you need to provide the "input" in ways that your listener can comfortably take in and easily understand. Work Effectively for Recognition and Rewards. Researchers have noted that people have a "decision-making style." To gain recognition, we need to supply "the data" that we are doing a great job, in the way that our supervisor or client can easily understand.

The components of a person's decision-making style include:

0. input,
1. processing
2. closure

Create Rapport - Even if the other person has a different "personality style" Here's a brief overview of what researchers are viewing as "personality styles:"

• The Director: bottom line oriented, brief.
• The Analyzer: loves details, slow decision-maker
• The Amiable-Relater: hates pressure, slow decision-maker, likes feelings of people who have similar interests
• The Extrovert-Socializer: dislikes detail work, fast decision-maker, often has poor follow-up

When you know what personality style you lean toward, then you can step out of your "comfort zone" and communicate in ways that seize the attention of the listener.

Communicate in the way the other person prefers
Listen carefully to your supervisor's or client's speech patterns:
The Director: "Spare me the details, what's the point?"
The Analyzer: "No, I can't make this decision yet. I need more information."
The Amiable-Relater: "How did she feel about that?" The Extrovert-Socializer: "No, that doesn't feel good [feel right] to me....Just listen to this idea!"
Keep notes in a Job Diary and note patterns in what your supervisor, co-worker, or client says.
Stand out as an Effective Team Member - At Meetings
Often, supervisors are not fully aware of what team members are doing on a day-to-day basis. So it's crucial for us to shine during meetings:

0. Come across as "for" something. You will be seen as effective and constructive.
1. After the decision has been made, "pitch in." You can say, "Well, I was uncomfortable with this idea at first. But now that the team is going forward, you can count on my full support."
2. Deliver your message to the styles of the attendees. Deliver your message in the modalities: visual, auditory, and kinesthetic. During a meeting, Linda Chappo said, "Take a LOOK at our new book Chocolate Chips Make Anything Better....HEAR a bit of our audio business card....here's a calculator, you can TYPE IN this number..."
3. Ensure that the Listener has heard the Meaning behind your words

Become skillful in expressing excellent questions like....

0. What do you need from me so we can take the next step forward?
1. How can I be supportive of what you're doing?
2. How did you know that was the right decision for you?
3. Where do we go from here?

Conclusion
In my new book, How to Earn Outstanding Performance Evaluations, I emphasize that we need to

0. create rapport
1. inspire trust
2. discover our supervisor's unspoken expectations
3. excel with vital tasks for outstanding results.

Special Note: NEW book: Communicating for Results is available in book and audio program forms.

Please call West Coast Business Academy at 415-826-1409 or send an e-mail message to wcba@sirius.com

Top of Page

How to Live In the Moment and Feel Better Right Now
by Tom Marcoux, National Speaker and Author of "Wake Up and Smell the Money"

Have you ever gone through a time period when you just felt "out of sync," sad, angry, or upset? Here are two methods that have helped my clients who have engaged me as their professional and personal coach.

Method #1: Choose Your Stories
What are the stories you habitually tell people? Do you have certain complaints that you repeat to people to seek their validation. It has been said, "What you get from commiserating is...more misery!" At the same time, I do support people going through mourning processes and communicating their feelings in constructive ways. What I'm emphasizing here is the time when you realize that certain stories are not serving you -- in your quest to enjoy life more. In order to feel better in this moment, we need to choose what "old feelings" (from our stories of the past) we want to restimulate.

Here's the example of a story:
One summer I learned how we can brighten someone's life and shift a viewpoint - with just a few words and a smile. My parents and I were vacationing at Universal Studios. It was the first time I could show my parents part of my world as a motion picture director. It was also the first time thatI guided my mother in a wheelchair. Her legs had become painful and infirm. I felt my heart cringe each time I helped my mother rise from the wheelchair to a chair on a ride. Her once strong arms trembled; her face tensed as her feeble legs supported her. It was a strange contrast to be with my family in a park built for pleasure, and yet be so conscious of my mother's pain. Actors strolled through the park portraying characters like Laurel and Hardy, Mae West, and the director, who wore riding pants and boots - complete with megaphone. The director took one look at my mother in the wheelchair and said, "No more stunts for you!" What a joy to see my mother laughing. * story from Chocolate Chips Make Anything Better

How does this story help me feel better in this moment? It reminds me that no matter what painful situation comes up, laughter and closeness are often a moment away.

Method #2: Choose Your Words
Certain words that we use are like "buttons" that create certain feelings. My friends and colleagues have heard me say, "Don't affirm what you don't want." Another way to say that is "Emphasize what you do want in your life." In my workshops, I share the power of two words "Before now..."
Here are examples:
Disheartening: "I'm not good with numbers," "I'm never organized," "I'm always late"

Empowering:
• "Before now, there was a time when a math exam was challenging."
• "Before now, I did not devote the time to getting organized, but I'm learning new methods."
• "Before now, I made certain choices that helped me be late. I'm now using an alarm wristwatch to help me Be On Time."
• Let's remember that our subconcious mind is listening. Let's choose what we say with care.

How to Pick a Winner - The Right Speaker for Your Even
by Tom Marcoux, National Speaker and Author of "Wake Up and Smell the Money"

The speaker finishes with a flourish, and many audience members crowd around the meeting planner. "You really picked a winner," they say. The meeting planner's boss congratulates her and says, "Great job, and here's a bonus."

On the other hand, we have also heard audience members discuss an insensitive speaker's insulting remarks. Perhaps, you felt sad for the meeting planner and were a bit relieved that you did not schedule that event. We will now explore how to recognize a Winning Speaker.

Secret #1: Talk Directly with the Speaker
Even when booking a busy celebrity speaker, talk directly with the speaker. A Winning Speaker asks you compassionate questions about your audience: "What are their dreams and hopes? What are their challenges? What topics are sensitive and need to be avoided?"

Secret #2: Notice the Speaker's "Verbal Habits"
Does the speaker allow you to finish your sentences? A Winning Speaker treats every person with respect and compassion. It has been said, "The audience is not impressed with what you know, but how much you care." Does the speaker complain about others? Does the person look at life like "the cup is half-empty instead of half-full"? Ask: "What problems occurred when you spoke at past events? How did you deal with them?" A Winning Speaker is flexible and acts as your team member when a complication occurs during an event. A Winning Speaker who has a malfunctioning microphone will cheerfully adapt.

Secret #3: Compile Crucial Information
When you obtain phone numbers of at least three people who have heard the speaker before, you can make an informed decision. When calling, begin with an open-ended question like: "So how did it go?" Listen particularly for what the reviewer is not saying. Someone who enjoyed a Winning Speaker's presentation would say: "She was very funny...His stories were right on the mark...We learned new methods ...We felt he cared...." A friend recently booked a celebrated author. After the event, participants said, "It seemed like the compassionate book was written by someone else. The speaker was harsh." Gather reviews from past audience members.

Secret #4: Listen Carefully to the Demonstration Tape
Ask for a "demo" tape of the speaker presenting before live audiences. Listen to how the speaker relates to the audience. Definitely note how the speaker responds to questions. One speaker responded to questions by "going for the joke, not the compassionate response." A friend later explained, "I may buy this person's book, but someone would need to pay me to hear that speaker again." A Winning Speaker presents "nurturing energy" from the platform. Observe a Winning Speaker's responses: "That sounds like it was a tough time for you...Thank you for bringing that up...That's just the question we need at this moment...." When the meeting planner focuses on three final contenders, she needs to hear their entire audio tapes.

Secret #5: Notice the Speaker's Business Habits
Does the speaker promptly return phone calls? Does the speaker keep commitments and follow-up to ensure that you received her material? A Winning Speaker is committed to going the extra mile toward helping you make your event a success. A Winning Speaker will ask: "Is there some way I can be more supportive of your event? Do you need other speakers for breakout sessions with other topics?"

Secret #6: If Something is Not Working, Ask the Speaker For Her Input.
If the demo tape and press kit do not arrive promptly, call and note the speaker's response. A Winning Speaker responds, "Oh, I apologize for that. That sounds like it was frustrating for you." The Winning Speaker admits errors in her office, and she acknowledges your feelings. The Winning Speaker takes challenging situations and makes them turn out well.

Secret #7: Review All the Information
After you've gathered all the good news and the "bad news" about a speaker, pause. Dr. Joyce Brothers says, "Trust your hunches. They're usually based on facts filed away just below conscious level." How do you feel about the potential speaker? Does the person seem to be a Winning Speaker? Many meeting planners find it helpful to talk over their findings with a friend. As we express our thoughts, we discover impressions that were just below the surface. The right decision for you will feel right. May all your speakers be Winning Speakers! The best to you. Tom Marcoux

Top of Page

How to Create Your Best Year
by Tom Marcoux, National Speaker & Time Management Expert (originally published in January 1998 issue of "Today: Secrets fo Success and Fulfillment")

Have you noticed an air of expectancy at this time? Many people are getting charged up with goals for this year. Here are tips for making this a year of joy and progress:

Tip #1: Write Down Some "Desired Results."
If you met the genie from Aladdin what would you wish for? - a new job, a promotion, your own business, to turn your surviving business into a booming success? When you have a destination or know what you want, you notice how synchronistic things happen to you. Signposts on your path to success may be something valuable you read in a newsletter or a workshop recommended by a friend.

Tip #2: Get the Support You Need.
To get what we want, we need new skills and to be around people who energize us. I have made many new friends by attending workshops. The West Coast Business Academy has a "Sharing in Your Dream" offer during which you can attend a class and bring a friend who attends for half-price. Or you can meet new friends at the workshops of your choice.

Tip #3: Do Something Different.
It has been said, "Insanity is doing the same thing repeatedly and expecting different results." When you want more success, do something different. Take new classes. Learn new methods. Monitor your results.

Tip #4: Seek Interactive Training.
Interactive training is the shortest distance between where you are now and where you want to be. Reading is not enough because you need skills as well as facts. Skills are acquired through interactive practice. The West Coast Business Academy offers various training programs. Our workshops are designed for small business owners and entrepreneurs who seek the extra skills, and motivation that help facilitate a higher level of success. Professionals who work in large firms also benefit from these workshops. Life Balance workshops are holistic in nature and focus on personal empowerment through an integration of personal and healing.The foundation of these workshops are based on spiritual values, emphasizing mutual respect and cultural diversity. Topics include "Save Your Time and Your Sanity." Our workshops inspire you to reach your true potential, and always focuson giving you the best value for your investment. Have a winning experience in the classroom that you can immediately apply to your daily life.

Speaking of the genie from Aladdin, let's look at the word 'genius.' When we see it as "geni/us" we realize that we can access the genie in us who makes wishes come true. Let's call forth our own genius abilities; call (415) 826-1409 for a list of upcoming workshops.

* Linda L. Chappo was the first one to notice the "geni/us" distinction.

Top of Page

How to Increase Sales by Helping People Decide How to Buy
New York Times Best-Selling Author - Sharon Drew Morgen (Article by Tom Marcoux)

Sharon Drew Morgen is the New York Times Best Selling Author of Selling With Integrity. Her techniques have been proven in pilots with many firms including IBM, Dean Witter, and Boston Scientific. Her methods continue to help these firms increase revenue by 200% and decrease the sales cycle by half. For clarity, I'll identify some of her insights as "secrets" here:

Secret #1: Create Rapport Immediately On the First Call.
Sharon Drew emphasizes showing respect for the buyer by asking if it's a good time to talk. She advises, "Gain instant rapport with the buyer by matching your voice with the buyer's."

Secret #2: Help the Buyer Discover Solutions.
Salespeople are often left out in the cold while the buyer goes away and confers with other people in the firm. Instead, start on the right path by being a trusted advisor. Sharon Drew says, "Examine the buyer's present situation by asking 'What do you need in order to...' or 'What is important to you about...?'" Remember the buyer has the answers, and your job is to help the person discover her own answers. Later in the discussion, you ask questions like: "What would you need from me to know that this (your product) is what your team needs?" In this way, you help the buyer organize the information so that she gets the answers she needs to make an informed decision.

Secret #3: Only Give a "Pitch" at the Right Moment When It Will Be Welcomed.
Sharon Drew has a critical question: "Would you rather sell, or that your customer buys?" With this question, she is emphasizing that it's more helpful when a seller works with a buyer's buying patterns. Sharon Drew says, "When, and only when, the buyer discovers what she needs, will she begin asking you questions about your product or service. Make sure your pitch addresses only the needs described. This will create an environment of trust."

Secret #4: Gracefully Wrap Up the Discussion.When wrapping up, ask "where do we go from here?" If a buyer appears to have no needs you can help with, you can ask a final question like: "Under what conditions, would you consider a vendor for [your product]?" If the buyer has no needs, then gracefully ask for a referral. Sharon Drew emphasizes, "If you have conducted yourself in a respectful manner that gives the buyer credit for having the answers, referrals should come easily. "

In her intensive 2-day or optional 3-day workshop, Sharon Drew gives participants an interactive experience, and incorporates the fine points of her new facilitative approach to fulfilling buyer's needs.

Top of Page

Marketing Like A Pro by Using What You Know By Linda Chappo, Executive Director and Founder of the West Coast Business Academy

Women are mastering marketing faster. Here's the good news: you can apply your natural skills to marketing. Because so many new women business owners are confronted with encyclopedia-type marketing books and wonder "where do I begin?" ­ I wrote my book Marketing Like A Pro - Using What You Know. My book is interactive and helps you build your year-long marketing campaign step by step ­ through the 10 Best Marketing Skills:

Skill # 1 Envisioning.
Envision a primary objective for your marketing campaign. Anita Roddick, founder of The Body Shop, envisioned a company providing natural products and which also told the truth about the products. She took her natural products and $7,000, built 600 shops, and a public company that made its original investors millionaires. Anita says, "I think all business practices would improve immeasurably if they were guided by 'feminine' principles ­ qualities like love and care and intuition."

Skill # 2 Transforming.
Transform fear into confidence so you act in favor of your vision. Lynda Obst, movie producer of Contact and Sleepless in Seattle, has learned how to transform tough situations into success. In 1994, her world came to a heart-wrenching crash when a rival put his movie Outbreak into production before her movie with Jodie Foster took off. Lynda now advises women to say "next" and move on, and have multiple projects. Humor helps. Lynda's friend Nora Ephron (director of Sleepless in Seattle,) had a unique response when someone rejected her script and said, "Don't take this personally." Nora responded, "How should I take it? As a group?" Lynda transformed the Outbreak "failure" into the success of Jodie Foster's return for Contact.

Skill # 3 Investigating.
Investigate businesses who control the marketplace. Ruth Handler, co-founder of Mattel, and the creator of the Barbie doll, investigated what would appeal to girls. She noticed that her daughter and friends did not want dolls like themselves, but preferred paper dolls of grown-up women. Ruth proposed the Barbie doll, but her colleagues were unconvinced for five years. Ruth investigated a "Lilli" doll in Switzerland that finally made Barbie a reality. "Lilli" came in six versions with a different costume. Back at Mattel, Ruth showed "Lilli" and insisted that girls would enjoy an adult doll. Barbie now sells over the billion-dollar level.

Skill # 4 Identifying.
Recall how you have gained clarity. Then, apply this process to identifying your target market. Margot Fraser, President and Founder of Birkenstock Footprint Sandals, Inc., identified her target market and has placed her organization as the #8 largest woman-owned business in the Bay Area.

Skill # 5 Positioning. Position yourself to improve your personal situation. Dottie Walters, co-author of Speak and Grow Rich, and contributor to the Chicken Soup for the Soul series, positions her speaker's bureau as a very friendly, helpful service to meeting planners. Dottie says, "You need to think 'what have I done to advance my career today?' Write 20 thank-you letters."

Skill # 6 Defining. Apply the definition process to your business image. Ann Wells, founder of Ann Wells Personnel Services Inc., the #32 largest woman-owned business in the Bay Area, conveys a defined image. She says, "I show prospective clients that we have the largest training center for temporary employees in the area. I emphasize our software and our comprehensive testing."

Skill # 7 Strategizing. Remember how you used strategy to get something you wanted. Ms. Marty Rodriguez, #1 Real Estate Agent in the world for Century 21, uses strategy to convert prospects to clients. She says, "We offer a process for people trying to reduce their taxes. It's a free service, that some people don't bother with."

Skill # 8 Energizing. Energize your campaign with confidence and support materials. Patricia Fripp, a top national speaker, says, "The answer is always 'no' unless you ask." Patricia uses networking, her Web Site, demonstration audios, and magazine articles to attract clients.

Skill # 9 Activating. Remember how you acted with determination and skill to attain something you wanted. Gale Anne Hurd, movie producer of Terminator 2 , says, "I tend to operate on a worst-case scenario basis. I imagine the next day's shooting and what could possibly go wrong, and come up with A, B, and C plans."

Skill # 10 Evaluating. Evaluate the results of your marketing campaign. Susan RoAne, best-selling author of How to Work A Room, emphasizes that knowing what she knows now about the publishing industry, she would have tripled her fees when her book was profiled in USA Today and The Wall Street Journal. Marketing Like A Pro can be fun and rewarding when we use our natural skills, our 10 Best Marketing Skills.

Linda Chappo can be reached at her firm West Coast Business Academy (415-826-1409) for evening courses (including Marketing Like A Pro - Using What You Know) and Vacation 101 ­ or visit www.businessacademy. This article prepared with reporting by Tom Marcoux, Copyright 1998 Linda Chappo  

Top of Page