People Not Contacts

It was a great day in San Francisco on March 12th. The Sales Giants of Tomorrow braved the time change to attend Inside View's Insider Summit. It was a well put together event...great keynote, 1 minute sponsor intros and short/informative breakout sessions. A lot of information in a snapshot....such are times in which we exist.

Umberto Milletti eloquently delivered the message of the day.....selling is about people not contacts. Umberto told us that he, as a buyer, does not answer the phone and rarely replies to email. He then noted that commercial real estate agents are among the most pushy salespeople but when he requested information for commercial space on Twitter only 2 people replied. A reflection on the swinging pendulum of sales. It is no longer about having the gift of gab or an extroverted personality. It is about doing your research, differentiating your solution to the personality of your buyer, and finding a creative way to access them. The game is changing and if you stick to your old methods your forehead will start bleeding.....from running into walls!

Introducing the 3 Stages of Social Selling:
Personal Access
Differentiation
Silver Bullet

How did you know that?
....because it's on your facebook page.

Still to this day people are surprised when I mention their favorite baseball team or a current event at their alma mater - and this is the easily accessible information. Don't worry about freaking out your buyer. You can find out a lot about a person in a 15 minute review of their LinkedIn profile, Twitter page, Facebook posts and/or blog. If they put it out there it is yours to share in....the key is using the information in a differentiating way without creeping someone out!!!!!!

Information is not an Invitation!
Be an advisor not a stalker! Use the elements of a person's personality conveyed through social media only in ways applicable to your products/services.

Don't:
Tell someone their daughter is beautiful!
Revisit a political or religious opinion that may have been posted!
Ask if you can have permission to date the aforementioned beautiful daughter!!!

Do:
Mention an industry relevant article or case study that they posted, retweeted, or favored
Mention a common professional connection
Correlate the benefit of your solution in metaphor to their favorite team winning (...tricky...)

The introduction is over
People's time has never been more precious. They will smile and entertain your personal probing questions but they would rather you cut to the chase. You can now access the answers to all the stupid "ice breaker" questions before you check in with the receptionist.

With all the information at your finger tips everything you say should be direct and relevant. Formulate and customize a presentation (or conversation strategy) that is personally engaging. If you are smooth in your delivery (which every salesperson should be) you will come off as a subject matter expert: "This guy knows my business and his product matches what I do really well".

The New Age in Sales
* Everyone thinks sales people are pushy. You have a direct path to victory if you can dispel that presumption.
* Time is money: be relevant, precise and direct.
* Know not just what they do but why it matters and how you can help.

The tools are there but they are commonly avoided. The salespeople who are winning have put themselves on the buyers side of the table through research and the ability to differentiate. The salespeople who are losing think they can still rely on their big mouth to impress people.

"The definition of insanity is doing the same thing over and over again and expecting different results"   - Albert Einstein

Don't Forget to Remember!

Dave

Enterprise 2.0 - Part 2.0

Earlier this week, I wrote of the mind meld that is Enterprise 2.0. The Santa Clara Convention Center and the Twitter back channel was filled with awesomeness this week. Consultants, Entrepreneurs and Community Advocates from Major Corporations gathered to contribute their Thought Leadership in development of a strategic approach to Social Media.

As a Social Media Evangelist, I can say this conference was equal parts inspiring and alarming. We are always trying to use technology to support our companies and customers in the best way possible. We want to keep up with trends while protecting our public reputation. It's tricky!

I pointed out the superstars of the convention earlier this week. Today I have a few take aways to challenge those who believe in the power of social media.

The Art of Presenting
I've been to a thousand conferences.....Human Resources, Training, Coaching, Sales, Music Industry....whatever. The thing that differentiates tech conferences like Dreamforce, Tech Crunch and E 2.0 from the others is the matter in which people present.

Two Things to Consider:
1. It seems a lot of the population in the tech industry are young entrepreneurs who are programmers by nature.
2. The Tech Crunch Ethos has created a very narrow window for presenting.

The aforementioned pre-qualifiers make for presentations that are either really good or really bad. The Great Aaron Levie of Box gave a super-charged keynote that included a plethora of information at rapid fire pace. He was focused, fluid, and passionate about the topic he presented. The Twitter back channel seemed lost in his pace of verbosity.....but I thought it was the perfect way to present.

A few things Presenters should be aware of:
1. Don't Product Dump!
2. Don't Tell Us About YOUR company exclusively
3. Act like you are actually interested in your topic
4. Deliver your message with passion

I would consider presenting at Enterprise 2.0 to be a pretty big deal. I was surprised how many people were unprepared. Just kind of reading slides. I understand that not everyone is comfortable presenting in front of people. All you need is a little humor, some energy, and a message that your audience can relate to.

At Dreamforce I saw an Executive from a Fortune 20 get in front of the audience and talk about her company...on and on and on.....The fact that this person is a Millionaire is disconcerting. If I am in the audience to improve my organizational strategy, I don't need a case study on YOUR company's success. I need you to tell me how your strategy can enhance my company. Show me the WHY not the WHAT.

FUN!
The most heated back channel discussion at E 2.0 involved Gamification. There are emerging companies that are using game theory to engage their employees. The crowd of ferociously competitive young professionals seemed put off by the idea that "work" would be a "game". Gen Y stereotype dispelled!

Gamification is a slippery slope. I have no issue with adding a creative way of bringing employees into a forum to showcase their degree of engagement. We got a peek at VMware's Niko Niko, a single-touch daily employee feedback function. There are other concepts of Avatar driven virtual rewards that employees seem to view as a waste of time. As long as the metrics of the "game" attach business critical behaviors to organizational directives a little creative design never hurts.

You Are Welcome   
As evolved as Social Media has become, it can still be a good old boys/girls club. In participating in Social Media people also submit themselves to criticism. The attendees at E 2.0 seem to be aware of this and were thus massively supportive. In a Twitter back channel of thousands of posts, I saw very little negativity. People were also willing to have in-person discussions. The mood was profoundly upbeat. There was not a feeling of competition but a Community of Collaboration. It feels great to walk into a conference with the willingness to share without being judged. Thanks to everyone who made me feel at home in Santa Clara.

Parting Message:
Adoption is Social Media's greatest challenge. People are apprehensive to participate in social media for fear they will have their message misinterpreted, will be judged, and will ultimately have their reputation (and the reputation of their company) damaged.

For those who participate in social media forums.
* Judge Not!
* Try to see all sides
* Be Positive

For those on the fringe.....as I stated earlier this week, Social Media is no longer the elephant in the room ~ it is a Fire Breathing Dragon! It is not a fad, it is not going away, and it will be a pre-qualifier for your next job! It is very important to put your predisposition aside and get your feet wet.

Know this, your reputation will not be damaged if your intentions are good:
a. Share in the interest of everyone
b. Don't assume people think a certain way by researching their profile/company
c. Don't be an asshole!

Collaborate!

Don't Forget to Remember!

- Dave Kovacovich

SHRM 2011: The Good & The Bad

I must admit, I went into SHRM11 feelings a little apprehensive. The expectation of programming that might let attendees down, the prospect of standing on my feet for 3 days straight, and the pre-formed guilt of the swag footprint always makes me painfully self-aware. As usual, I was wrong to go in feeling uninspired! I saw so many of my virtual friends in the Social Media lounge, was totally blown away by the keynotes, had great conversations with HR Pros from all over the world, and discovered some really great new companies.

In all, it was a marvelous time in Las Vegas. Our company was smart enough to put us up at the Green Valley Ranch; far enough from the strip to avoid creating the concept for Hangover 3. We behaved well at night and we're charged up to make the most of swagville by day.

The Good:
* Tony Hsieh - I have always enjoyed Tony's fun loving approach to doing business. I have seen him present before and have read his book. It is awesome that he was willing to promote his vision to the world of HR. John Hollon wrote a great piece on Tony's Keynote - check it out!

*The SHRM HR Blogging Community - It is no secret that I Love Laurie Ruettimann - she is like the little sister I never had. Totally upbeat but perfectly realistic. The Great Robin Schooling dropped by our booth to discuss wine, the lottery and the Saints. She honors the namesake of her favorite football team. Paul Smith dropped in during down time for a meaningful conversation about influencing managers to help employees make good decisions. Paul is one of my favorite writers and even more engaging in person. I also waived at China Gorman, gave Charlie Judy a high five, and exchanged salutations with my friend Trish McFarlane. The degree of influence that social media has gained @ SHRM over just the last 3 years because of the aforementioned people is simply remarkable! Keep fighting the good fight!

* Bright - My favorite new company....They have a super cool platform, totally engaged employees, and a feeling of purpose in their booth that radiates hope.

* Dice - This vendor hired Laurie Reuttimann, Steve Boese, and China Gorman to speak as HR Experts in their booth - a inventive and profitable decision.

*TLNT - I thought it was just a blog...apparently it's an actual company. Amazingly cool people and great writers who are kind enough to throw us all the part. The troops are throwing an event in Austin this is a can't miss.

The Bad:

* The only complaint I have about SHRM11 is the immaturity of vendors. Several times members of competitive organizations came to our booth in request for information. Some sent their loved ones, others dressed in costume, and there were those who were bold enough to show up and take our collateral (readily available on our website). While their methods were varied they have one thing in common: They think we're stupid! I know who you work for and I don't care what you know about my company. I never worried about competition. I concern myself with forging great relationships, finding customer's who mirror our company philosophy, and developing ways to make companies better.

"Don't Chase the Paper, Chase the Dream" - P Diddy

Thanks to Fabulous Las Vegas and all the people that made SHRM11 a massive success!

See you in Atlanta in 2012!

Don't Forget to Remember!

- Dave

Welcome to Swagville!

The 2011 SHRM Conference is upon us. Attend a few courses, get your certifications renewed, see some old friends....maybe do a little site seeing or grab a drink. But there is a 12,000 pound Elephant in the conference center: SWAGVILLE!

Also know as the Exhibitor Hall, Swagville is a place where uniformed sales people scan your badge and give you a collection of logo-ed items.

I am wondering if this elephant is a necessity. For "vendors" it is an opportunity to essentially have thousands of client meetings in one day. For "attendees" it is an opportunity to gather a bag full of branded toys for the kids.

Question: Have you ever implemented an organizational program because of a logo-ed stapler?

Maybe you have. Maybe the impression of a logo on an office aid actually has an impact. Maybe if you are a kid growing up with a logo-ed stapler in hand, you are forever involuntarily embedded with brand loyalty???

Vendors pay A LOT of money to exhibit at conferences. The quality of the various conversations usually opens opportunity for new partnerships and the investment is paid for. But, I am wondering if the swag is necessary? If you walk past a booth and grab a pen does it have any relevance to making your business better? Does a stuffed animal actually encourage you to seek out a vendor for help?

These chotsky's break pretty easily, they are extra stuff to carry on a plane, and the branded bag they come in will probably taint your fruit if you use it at the farmers market.

So, there is no business relevant conversation, you are forever surrendered to an email list referencing a product that has no significance to the job function you perform...the junk soon breaks and is trashed. Bad for the environment, costly to vendors, meaningless to attendees.


In 2012, I propose we eliminate the swag! All vendors take their previous year's swag budget and make a charitable donation. The Exhibitor Hall is now reserved for people who are serious about adding a product/service to compliment their organization. If you are not a decision maker or do not have a need for a service, you can avoid the Exhibitor Hall. This promotes meaningful and relevant conversation among people who are genuinely invested in forming partnerships. I would bet the same ROI would come to the vendors and meaningless transactions would be terminated.

Businesses grow and prosper, kids are spared the disappointment of their favorite branded toy breaking in half, the environment is spared and a charity of each vendors choosing is rewarded with money they can genuinely use!

Let's get back to partnership building with a purpose! Let's make the world a better place!

Don't Forget to Remember!

Dave

What Sucks About Conferences

Memorial Day Weekend is the introduction to Summer....which can only mean one thing....It's Conference Time!!! That's right....the time when your company sends you off to an exotic location to spend 3 days in a conference hall learning about the latest industry best practices. You rub elbows with the experts, make a few new friends, acquire a ton of knowledge....and return home with a hangover and a foam Gieco Lizard for the kids!

I have the pleasure of spending my summer weekends as a 'vendor', presenter, and attendee of several conferences in various industries. My time and practice have helped me develop a rhythm for maximizing quality information intake.

There are 2 distinct types of presenters at conferences:
Those who genuinely wish to educate
Those who grandstand in a effort to push their products

I love attending sessions with dynamic speakers! Those who can keep an audience engaged for 45 minutes and leave them asking for more. These masters of public speaking are few and far between at conferences. Far too often we are subjected to 50 powerpoint slides of bland information hosted by a guy in a suit behind a podium saying ummm every fourth word. This sucks!

Another type of presentation that brings me displeasure is a 'vendor' that sponsors the conference who is afforded an opportunity to present. The session is titled "Strategic Finance Management" - you walk in and see a vendor logo presented prominently on the screen. They proceed to spend 45 minutes going through an introduction of their finance management software.....there is no strategy, no relevant information, and you spend the session trying to find the Geico booth on the exhibit hall map.

There are special events at conferences: Happy Hours, luncheons, dinners, and boat cruises. You want to go back to your hotel and sit at the bar for a half hour before getting some well needed rest but your boss told you that you have to network. You board a crowded bus, get to the Boat, and are bombarded by more 'vendors' handing out logo-ed cups and flashing logo necklaces. As you grab some food and seek an uncrowded place to enjoy your first meal of the day. Then you are joined by 6 young men in matching t-shirts. They proceed to spend the evening telling you about how great their products are and how much they want to work with your company. They give you their cards and take yours.....time to catch a cab back to the hotel!!!!!!!

Then there is the exhibit hall. Your boss has asked you to find an incentive planning partner...there are 46 of them exhibiting. They all look the same and they all have the same approach. Scan your badge, give you a logo-ed pen, and say they will have a salesman call you as soon as you get back home.

After visiting 46 companies that look exactly the same, having your lunch ruined by networking 101 bravado, sitting through a product pushing session, and collecting 923business cards; you finally get to the Geico booth....they are out of foam lizards....FUCK!

As you finally make it to the airport you find an empty bar stool. A nice gentleman pours you a beer and offers you a shot for only $1.00 more. You accept. The thought that crosses your mind as you reflect on the conference...

DO THEY THINK I'M STUPID?

I've been gorilla marketed to the point that I will have logo sponsored nightmares for months. I sat through sessions that push products without consideration of audience interest. I've given my cards to 100 gel heads that will spam me for months to come....and I didn't even get a goddamn lizard for the kids.

Department Managers: make no mistake about it, sending your Jr Associates to conferences is very motivating! They will do everything in their power to move up the ladder so they don't have to go to that conference again next year!

Don't Forget to Remember!

Dave