Business Competition - How to Be Friendly Competitors

Guest Blog - Janet Elkins

We are competitors in the same marketplace, but Andrea Michaels of Extraordinary Events and I have something very special. We are colleagues, competitors and, most of all, friends.

We met in the mid-eighties. She had a few years of working in the event industry on me, but we were both on the bleeding edge of a fledgling industry. The Special Event had just started up. The hotel business was booming and convention centers were springing up everywhere. We always seemed to show up at the same NACE, MPI and marketing meetings, first locally in Los Angeles, and later nationally and finally internationally. Hers was the friendly face I always sought out at association meetings and conferences.

Andrea was raising her son Jon at the time and would bring him along with her to meetings and conferences. It became fun and familiar, and we were often the only ones we knew among a sea of faces. That meant we would go out to dinner and spend more and more time together. At that time, we both worked for other companies. Oddly enough, we launched our own small businesses - EventWorks and Extraordinary Events - at almost the same time in the 1988-1989 timeframe.

We had camaraderie. We were both women of similar ages, and our frame of reference for building events was the same. We weren't caterers or florists but event integrators, pulling it all together. We told the entire story - integrating all the disciplines of an event rather than one element of it. And soon, we started seeing each other at the same social functions as well as business meetings. We noted that each of us shared the philosophy that it wasn't about the work but the sheer joy of working.

We traveled to the Philippines together for a presentation, learned how to put a PowerPoint together and soon were presenting various seminars together. As we helped organize Los Angeles FAM trips, it wasn't about being competitors; it was about sharing thoughts, resources and planning together.

In those early days, we made a conscious decision to create a "code" between us. We would not hire each other's former employees and would always hold each other's confidential information strictly confidential. We don't ask each other about our clients or our event ideas. We respect the blood, sweat and tears that go into creating our events and would never impinge on each other's trade secrets! It is important to us to be responsible to our clients and have a fair playing field.

Why? For me, I'd rather have trust with the people who are my colleagues. I have no desire to take advantage of anyone to get ahead.

 

What Are the Benefits of Being a Friendly Competitor?

We have an open, honest communication. We share resources without reservation. We share information for employee manuals and small business information. We are trusting and collaborative. Much information exists for small businesses with 50 employees, but it is a different ballgame for those of us who have fewer team members. So we share information on labor laws, employee relations and small business problems because our companies are very personal to us, almost offshoots of family, and there is a different approach with that type of organization. Sharing those practices has been bonding and invaluable to both of us. The benefits have included:

• Having camaraderie
• Sharing business and employee practices
• Enjoying a shoulder to cry on
• Exchanging resources
• Sharing war stories
• Thinking about the shape of the industry. . . as we go to different trade shows and conventions, we are able to share information from what we learn
• Having that great relationship when we are at industry meetings and conventions.

 For me, having a colleague, competitor and friend is really essential for success. It is one thing to have good clients, but you learn a lot and experience a better life by reaching out and developing relationships with colleagues, competitors and vendors. This is why trade shows are so critical for young people to become involved because that's where those relationships are built.

You can't be successful alone. You need to develop those relationships in order to learn. Andrea and I aren't the only ones out there honoring our competitors. All the savvy ones are doing it because it makes us better.

 

Note from Andrea

When Janet and I do compete, I am honored because I know the client is putting me in the company of the very best!

Action Item

Try it!

Janet Elkins is the President of EventWorks, a Los Angeles-based, full-service event planning and production firm. A multiple award-winning company, EventWorks and Janet Elkins are considered among the "best of the best" by clients, peers and vendors alike. Janet Elkins may be reached at jelkins@eventworks.com.
 

The Power of Silence

I love stories. I love allegories. I love "examples." So here's an example for you to think about that is somewhat crass but leads into deeper thoughts, so don't give up when you start reading.

Have you ever negotiated with a car salesman? Have you ever walked away from that negotiation knowing that you've "won"? That you have reached the optimal deal? Or is it an exasperating back and forth that makes you want to flee?

Many years ago, a sage associate gave me a piece of advice I'll never forget. He said, "Put your best deal forth and then shut up. Say nothing further." The salesman will keep talking and counter-offering, so say nothing. He will be uncomfortable and keep lowering his price. Say nothing until your goal is reached, and it will be if you keep quiet. Because the person who sits comfortably and stares at his or her "opponent" and says absolutely nothing holds the power in a negotiation.

Know Your Value and Keep Quiet

We are all accustomed to talking, and virtually talking ourselves into corners. We get defensive when we hear objections to our offerings. Take another example. When a client says, "You are expensive," smile and say "yes." And be comfortable with that response. You do not need to justify or defend, and you most certainly don't need to rush into lowering your price. Know your value and keep quiet.

So what happens when you don't talk? You listen. And by listening, you learn. Most of us deal with some degree of narcissism and thus keep talking, filling every empty space with the sound of our words, most of which are not needed. Business is not about monologues; it is about dialogues, and sharing information and communicating for mutual understanding. Do you agree?

How many times have you learned what your client wanted of you or what a vendor needed from you if you were talking "at" them instead of "with" them, eagerly listening to gather information?

Silence is a beautiful thing. Pay attention to it and see what benefits it reaps.

Action Item

During your next sales call, try it and let me know how it works out for you.

 

The Power of Silence in Business

Andrea Michaels is the founder and president of Extraordinary Events and the author of Reflections of a Successful Wallflower - Lessons in Business; Lessons in Life. She may be reached via amichaels@extraordinaryevents.net.
 

Clear Communications - Why Written Words Matter

Much has been written about listening, the importance of speaking face-to-face, body language and the overall necessity of communications skills. I wholeheartedly agree with their essential importance. However, this old English teacher has a few words to say about why the written word matters.

From the standpoint of written communications, what are the benefits of it in today's world? First off, it is a digital world. Everyone emails, sends texts, Tweets and communicates through some form of Social Media. Unfortunately, because of poor grammar skills and overall less-than-stellar sentence structure, word choice and incorrect word usage, much of what is communicated is misunderstood and sometimes offensive!

Having effective writing skills empowers people, provides clear direction and increases productivity. It fits right into your overall communications tool chest. I have witnessed those without it lose motivation and become angry when their messages are not understood.

Think about it. If you need to send three or four emails, text messages, or letters to clarify your intent, productivity goes way down!

What Are the Elements of Good Writing?

It Provides Clarity.
Effective writing provides clarity and direction. Clarity prevents misunderstandings that lead to arguments and frustration. When you write effectively, your messages are simple, direct and easy to understand. Do not over-complicate what you want to say.

It Conveys the Correct Tone.
Because I cannot hear your voice and you write me an abbreviated or cryptic message, several things can happen. I can misunderstand your intent and become offended OR not understand what you are telling me. If your message is short, I might get the feeling that you are being curt with me. That might offend me. It is essential to make sure that the tone of your writing is positive, upbeat and that you do not write messages such as - R U GOING WITH MY COMPANY OR NOT? Write out all the words. Never use all caps - it indicates shouting. Include all the details that I need to understand your question.

It Uses Correct Grammar.
Nothing can be more damaging to your career (except maybe stabbing someone in the back) than sending out a letter to potential customers or existing clients with misspelled words, grammatical errors and poor sentence structure. Everyone makes an occasional mistake. We all do... but when it is constant, you will be considered unprofessional.

Do not rely on spell and grammar check in your word processing programs. Read everything over carefully before sending. If you have trouble with spelling, punctuation or grammar, ask someone in the office who is a good writer to proofread your work, particularly when it is an important communication, such as a presentation or proposal. If you truly have a problem, consider taking online or college extension courses to correct it.

Why Is This Important?

• Successful people communicate effectively. Not only with verbal and non-verbal skills but with the written word.
• It can make the difference between getting that coveted promotion.
• Co-workers and clients will consider you intelligent if you write well.
• Being able to understand and be understood creates self-satisfaction. You express your feelings, thoughts and emotions in an effective way, so you satisfy the area of the human spirit that longs to be heard. You also feel satisfied because you understand other people, which leads to healthy, strong and rich relationships.
• When you clearly communicate a goal, the steps to accomplish it and the tools needed to fulfill the steps (whether verbally or in writing), people perform their jobs more efficiently. If a breakdown occurs, effective communication skills repair the damaged interaction and keep things moving in a productive way. People know what you want, how long they have to complete the task and what it is going to take to reach the goal.

"If you don't care enough to be correct in grammar and punctuation, what are you really telling your clients to convince them that you care about them or the details of their projects?" -Andrea Michaels, president, Extraordinary Events

Helpful Videos

http://youtu.be/GgkRoYPLhts

http://youtu.be/BUhVtwWSL38

Action Item

Work on improving your written word! I am a professional writer, and I learn something new to improve every day!

Carol McKibben was the launching publisher of Special Events magazine and the founding director of The Special Event. Today she runs McKibben Consulting, a writing and editorial service working with other writers and businesses to accomplish their goals. She is the published author of three books. To learn more, visit www.carolmckibben.com.
  

Know Your Customer

Guest Blog

John Daly

Looking to get a job or advance your career with a new position? Want to secure that long-term customer that will cement your future? Whether you are seeking a job or clients, my advice holds true and can be applied for both.  

Think of getting a job as a sales pitch. 

During my 40+ years working in the event business and managing six companies, I’ve discovered techniques that work well with everyone, particularly the top Fortune 100 companies that were on-going clients with John Daly International Inc. I looked for the specific techniques below in the exceptional people that I hired and trained.

Make Sure All Means of Communication Are Presented in a Professional Manner

That goes to all forms of digital communications, including email, social media, and voice mail. Emails should be written as well as a proper letter. Don’t make people guess at your meaning. Don’t include anything on social media that you wouldn’t want your grandmother to see. So photos of you partying shouldn’t be posted! Voice mail should be professional in tone. Use something like, “This is John Daly. I am sorry that I am unable to take your call right now, but please leave me a message and your contact information, and I will return your call promptly.” I am totally turned off when someone answers the phone with just “hello.” I’d prefer, “Hello, this is John Daly.” Again, don’t make anyone guess who has answered the phone. And when calling, identify yourself immediately. 

You are probably surprised that I am including this information in my list of techniques, but you’d be surprised at how much unprofessional communication I have received over the years! And, if prospective employees couldn’t communicate with me on a professional level, they weren’t for me. So, imagine how your customers will feel.

Tailor Your Resume for the Job

As a hiring manager, I want to see not just your experience but what concrete deliverables you’ve provided to previous companies. If you are going for a first-time job, I want to see what traits you possess that would be of benefit to me. For instance, are you a team player? Do you have great design skills? Are you good with budgets and numbers? Are you organized? Are you detail oriented? Do you see where I’m going with this? Paint a picture of who you are and what you bring to my table. In other words, emphasize your strengths and how hiring you will solve problems for the company, and focus on that during the interview. If you are making a proposal, which is basically the company’s resume, to a prospective client, make sure you are solving the problems important to that customer.

Research the Company

Know the prospective employer’s (or customer’s) mission statement, its purpose, the management, and have specific goals of what you can achieve within the company. Don’t go in blind. Find out everything that you can about the company. That means Internet research and talking to current employees (if you know any of them) and getting a good grasp about the company environment.

http://youtu.be/Owm6pEg9Pd4

Have 3 Questions Prepared to Ask the Hiring Manager

A hiring manager (or decision maker) will always ask you if you have any questions. Never, and I mean never, say “no.” Have your three questions prepared that show you have done your homework and are on the ball.

Tailor Your Appearance to “Fit In” to the Company Environment.

I’m going to share a personal experience that will make it clear why this is important. I was young and starting my business. I was going to make a very large presentation to my first big client, Delta Airlines, that I hoped would win me long-term business with the company. Now, I was a designer, and suits and ties weren’t my thing. At the time, I thought I was dressed for success if I wore a silk shirt! But I noticed other people my age were wearing suits and ties to large corporate presentations. So, I did some research and realized that the Delta corporate dress code required me to wear the dreaded suit and tie. I did it to make them feel comfortable with me. 

As I got into my presentation, I began waving my hands around (those of you who have been in my classes know that I talk with my hands) and describing the event, and they were all smiles. At one point, I stopped and asked if I could take off my coat. They said “yes” and took off theirs as well. I went on to tell them how during the event a large jet would appear and blow their guests away. . . my enthusiasm increased and drew them into my story. . . taking them away with me.

I got the job and spent the next decade producing events for them. But, I initially made them comfortable with me by dressing as they did so that I could later let my personality win them over. If I had gone in with a colorful silk shirt, they wouldn’t have gotten past my appearance; I wouldn’t have had credibility in their eyes.

It’s important to realize that over- as well as under-dressing send strong messages. Being under-dressed says you are not interested in the interview or presentation. So over-dressing is a better option for the interview/presentation process. Just remember to practice the K.I.S.S. method!

How to Follow-Up

Before you leave the interview/presentation, ask the hiring manager (decision maker) when the company will be making a decision and if it is acceptable to call at that time. Follow up with a hand-written thank you reminding the hiring manager of why you would be great for the job and that you are looking forward to potentially working with the company. Check back via a phone call around the time the decision should be made. Be professional, respectful and polite!

ACTION ITEM: Try these methods for your next interview or presentation. Good luck!

John Daly is currently retired from the event business but founded The Key Class three years ago to teach young people and unemployed adults job readiness skills. Through Partners in Education, he currently teaches at all of the high schools in Santa Barbara County, as well as Boys & Girls Clubs, Teen Court for at-risk teens, the United Way and other organizations. Visit The Key Class to learn more about its activities.

Sales Advice - Being a Student of Your Customers

To be an effective salesperson in today’s global market, you have to be a student of your customers and know their businesses as well as they do. 

Being great at building rapport should additionally be a critical tool in your war chest, because ultimately customers buy from those they like and trust.  From my perspective, the talents and skills necessary to be a really effective salesperson include:

       

• Determining multiple buyers for every opportunity (Executive, User, Technical, Coach).

• Identifying your ideal customer profile and developing an aggressive plan to network within high-value accounts.

• Distinguishing the personal wins and goals for each buyer.

• Knowing your customer well enough to speak his or her language and modeling your behavior  to meet that customer’s needs.

• Setting stretch goals for yourself and examining them every day.

• Being actively involved in industry networking groups.

• Identifying the strengths and weaknesses of your competitors and being able to communicate what separates you from them.

• Avoiding gossip, working hard and having fun.

How Did I Formulate My Advice?

Upon graduation from Cal Poly (I’m a California boy who loves and played baseball), I began my career with Westin Hotels & Resorts in food and beverage management before accepting a position with Hilton Hotels Corporation in a convention sales role.  My hotel sales career includes senior sales manager positions for over 9 years with Hilton and Disney before joining BI Worldwide as Director of Business Development for incentive sales.

In all, I’d amassed 23 years of business development experience before joining Extraordinary Events as a Senior Account Executive. In addition to BI Worldwide and my hotel experience, I was Vice President of Business Development at RPMC and managed high-impact global and national events for the latter two companies. During that time, I specialized in the key disciplines of promotions, travel incentives, special events, consumer loyalty and brand marketing experiences. 

My experiences working at RPMC and BI Worldwide taught me important skills in the areas of relationship building, networking and selling "intangible" products and services.  These are skills I use every day at EE in my new business development role. Disney taught me the importance of brand identity. Understanding and being able to communicate what separates you from the competition was a critical skill I was able to bring with me to EE.

Why Are Industry Organizations Important to Salespeople?

Participation in industry organizations, like MPI, SITE and HSMAI, allows us to continuously network with customers and peers in the industry on a weekly/monthly basis. It is extremely important to be actively involved so that your company is “top of mind” when business opportunities arise.  As you get to know individuals on a deeper, more personal level, you tend to uncover the "personal wins" of an individual for his or her company.  If you can demonstrate how solutions from your company will address a need within the organization and make the customer look good, they will feel like you are helping to advance their careers rather than being sold.

What Are My Top 7 Sales Tips?

For those looking to get into the sales side of meeting and event production or to increase sales, it’s imperative that you keep the following in mind.

1 Try to uncover the needs of the customer first instead of trying to sell them something they may not want. If they don’t want to spend a lot of money, don’t show them grandiose projects.

2 Uber-prepare. Activity is not enough to succeed.  Preparation in advance of every customer interaction is essential in dictating whether or not our activity will prompt client action.

3 Be disciplined.  Plan your day for the important activities and guard against outside distractions.

4 Leverage your best customers for referrals and endorsements.

5 Know what distinguishes you from the competition and be able to communicate that to potential customers.

6 Uncover what will make your customers’ lives easier and how they prefer to be communicated with.

7 Be adaptable. It’s important to know the customer’s needs, but in today’s global market, it goes beyond that. For instance, if the language you speak is not their first language, adjust how you speak with them. Speak slowly and simply to make yourself understood.   

Want to get to know Mark Houck better? He may be reached at mhouck@extraordinaryevents.net.