Brandon L. Clay's Blog, page 15

The Art of the Deal!

I explained the other day how my older sister, Donna, would use psychology to get me to ask mom for ice cream. She kindly reminded me that I had my moments as well.
My younger sister, Chara, loved what she called "silver money".  Coins that were bright, shiny and silver...nickels, quarters, and especially silver dollars.  That is where she placed her value.When it comes to money, I have an affinity for the paper variety!
I remember trading her bright new quarters for ragged, torn and tattered dollar bills (hey, you don't get mad when Warren Buffet does it!).  Plus, I always shared my candy with her...what a good big brother!
Now mature, I have seen the error of my ways and realize that manipulating a client can work for one sale, but will wreak havoc on repeat business and referrals - relegating you to having to produce rather than cultivate!   Beyond the Happy Money Conversions we just discussed, there are times you will have to negotiate. To be effective at negotiations, you have to understand the value of your product.There are two components of value to consider as you build your own negotiating leverage - Objective Value and Subjective Value. Both objective and subjective value are built on the classic equation Value = Benefits/Price Or put another way What I am willing to pay? = What will it do for me? / What does it cost? Negotiations are an indication that the buyer is ready, but wants to extract as much value out of the transaction as possible.  We live in a world where negotiating is expected and admired as we push for more than our neighbors got - $100 off rust-proofing, a free warranty, upgrade padding - anything that shows we got more for our money. Here are a few things in this chapter that help you with the dynamics of negotiating; Know the value of your product. What does your product really do?  How does it improve the lives of your clients or provide solutions to their problems?  If you only quote features, you have not really demonstrated value.  Your price becomes the determining factor of if the client will buy from you.  When reduced to the commodity level, the cheapest price wins...is your product the cheapest? No?  Then you have to demonstrate value.  Be willing to lower Price or be able to raise Benefits. Price is objective. A dollar is a dollar no matter how you ask for it. If your price is flexible, then you are probably armed with the ability to lower the price to meet their "what I am willing to pay" number. Lowering the price probably impacts your commission...right?. Many sales people quote retail pricing but when price becomes objectionable, they begin to lower the price.  Rather than default to lowering price (objective), a better approach might be to increase your products benefits (what will it do for me) in the eyes of the buyer (subjective). Benefits of most products are subjective depending on needs/desires of the perspective of buyer. If you can sufficiently increase the enjoyment and advantages of your product beyond their price objection then your price becomes more acceptable.  Raising Benefits through Demonstration. Depending on the nature of your product, allow the prospective client to "live" with your product as much as possible.  Why do you think car sales people offer test drives?  I remember once, the sales person said, "Take it home and bring it back tomorrow".  We drove it, went to dinner, put it in the garage...at that point...I owned it! Even with an intangible service, it is possible to convey that spirit of ownership that makes people receive it before they buy it. Create buying urgency - The law of Supply/Demand can sometimes defy logic - Beanie Babies come to mind!  No doubt that when more people want something and there is limited supply, price is irrelevant.  I don't like cheesy offerings that play on "today only" or other scarcity tactics that aren't real. There are valid ways to create the buying urgency that capitalize on the prospects psyche - find them for your product.   We said several Crumbs ago that many sales people wont ask for the sale (the check).  Many fold when it comes to negotiating for the sale as well.  Negotiating is a necessary part of many complex sales and the key to success is understanding.. The Art of the Deal!  Until tomorrow, I wish you Money, Power, Success! 

Money Conversion!

Happy Monday!
By the powers observation, many of you noticed that I only discussed 3 of the 4 Money Emotions -  Mad, Sad, and Happy.  It isn't because I saved the best for last, but the one that is most common... Scared Money. "Let think about it and get back with you."  "Give me your business card and I will call you once I decide." "I am not really sure I am ready to make this kind of purchase." Sure, we all need a little space when making an important financial decision or major purchase, but some of what you are hearing is Scared Money.  It is centered around one dominant thought...
"Am I doing the right thing?" Scared Money can be the worst kind, because it usually means the client will do nothing. At least with Sad and Mad people spend it - though begrudgingly.  One of your key functions as a sales professional is Money Conversion - changing Scared Money into Happy Money .  Taking the fear of choice and turning it into confidence of decision. While unfair, some sales industries live in the "Happy Money" space (lucky dogs!). They don't have to work on converting the emotion of money.  In fact, people scrimp, save and put the pictures of these items on the refrigerator. When they have the money, they go in and buy with glee!  These Happy Money purchases are generally the luxuries of life - the travel, the sports cars, fierce shoes (homage to my wife!), and watches (my vice!) - can you name any?   Ironically, the things that people need (thus the name necessities) are where the emotions of money run high - ranging from Sad, Mad, to Scared. People don't skip with glee to buy insurance, alarm systems, or termite protection.  How do we begin converting money emotions?   Let me ask...How should your clients feel solving a problem? How should they feel achieving a major desire? How should handling something they have continually put off feel?  In a word, it should make them feel Happy!  In order to be effective at money conversion, you have to transport your client.  You have to provide and demonstrate the benefits of your product in a way that shows immediate and future enjoyment, relief, security, peace of mind, accomplishment or other pleasurable "Happy" emotions.  Remember that benefits are the features of your product "personalized" for your client.   Make your benefits come to life and paint the Happy Picture for your clients. They have to think Happy thoughts about your product to get past feeling nervous...scared. My main industry is insurance...about as sexy as falling on a cactus.  We all know we need it (death and taxes, right?), but so many people put it off.  Not because they feel immortal, but usually because they don't project a Happy Money emotion on it due to the subject matter. Your job is to get them to "see" (imagery) the powerful impact of their decision.  "Mr. Jones, I know and appreciate the fact that this is a big decision.  Tell me, how will you feel knowing that you have taken care of such an important matter?" "How will taking care of this today impact your wife, children, grandchildren and even great grandchildren?" "What will future generations say about what we are doing here today when it pays for college educations, first cars, weddings and other important life events?" The real key to helping a prospect get beyond their natural Money Emotions is to show them the benefits beyond the initial decision point. To help them feel a sense of accomplishment, security, peace of mind, achievement and pleasure. That means you have to become an expert in... Money Conversion! Until tomorrow, I wish you Money, Power, Success! 

Happy Money!

Happy Friday!
A few years ago, I had just finished a great round of golf (there is no such thing as a bad round!) and I put my clubs in the back of my 6 month old 2009 Corvette...my dream car.
A few jealous gazes made me walk off with a little extra swagger and then I heard the sound I will never forget..
Beep...Beep...Beep.  It is the sound that says the keys are...STILL IN THE CAR. 
I realized they were still in the golf bag.  I ran back and tried to push the trunk button, but missed it on the first & second try.  Then the dreaded single...Beep. 
It was locked and my keys were in it!  My heart sank. I was 200 miles from home and couldn't get Natalie to come that far with the extra key.  I then remembered that I had On-Star and they could remotely unlock the door.
The only problem?  I had let the free trial expire.  "What a waste of money" I remember saying to the sales person as I signed the last document on a $60,000 sports car (please don't hate!).  I placed the call and threw myself at the mercy of the nice account rep on the phone.  She gave me a courtesy unlock...from space. Two days later, I got a survey and a solicitation to buy 1 year of On-Star at 30% off regular pricing...what do you think I did?  Remembering the recent experience, I bought a one-year subscription!  At that moment, I was relieved.   Emotions and money...hard to separate the two.
We determined a few days ago, that Money Energy is what it takes to make it.  Money Emotion is what is required to spend it. It is not always logical and is based on 4 core emotions; Sad Money, Mad Money, Scared Money and Happy Money. Stick with me...it just might make sense (fingers crossed!). Let me categorize my emotions around my 2009 Corvette purchase; Extended warranty - Mad money.  Why should I have to buy insurance on something that is supposed to be "perfect"?  I HATED writing that extra $2,000 check...mad now thinking about it! On-Star Renewal - Sad Money.   After my experience with the keys, I felt like I needed it, but it still felt like a "waste" of $200.  The last four years after purchasing it, guess how many times I have needed it?...ZERO!  Still makes me sad thinking about it!  New Corvette - Happy Money!  In 2009, the country was the height of the financial meltdown.  GM was talking of closing dealerships and stopping production on most cars.  The Corvette was my dream car - I had one on my vision board for the last 10 years.  This was the moment...now or never.  I walked in the dealership after speaking by phone to the sales person and in less than 30 minutes, drove out with my purchase. Still makes me smile just thinking about it.   Yes, I know.  No rhyme or reason...no logic.  Angry over a $2,000 purchase, sad over a $200 one...and ecstatic over dropping $60,000.  I learned a valuable lesson about myself and Money Emotion through this process.  So when I saw the 2014 Stingray and immediately fell in love, the choice was easy...  I bought one...   With NO warranty or On-Star...   Hey, at least this time I was "smart enough" to be sure all the money was...   

Happy Money!  Until tomorrow, I wish you Money, Power, Success!  Next Time: Money Conversion!

Money Emotion!

Brother...can you spare a dime?  Back during the years of the depression, a dime might actually buy something...a cup of coffee perhaps.  People where holding onto their dimes...it must have been a tough time. Today, it might be brother can you spare $4.85...Inflation...and Starbucks! The depression created an money crisis in America and ...the most recent 2008 global meltdown did, too.  Can you remember how you felt during those times of tumultuous stock market swings, threats of massive unemployment, and "too big to fail" bailouts? There is a saying about tough economic times;  "Recession is when your neighbor loses his job...depression is when you lose yours". Ronald Reagan Emotions were at an all time high (or low)... Money Emotions. Money emotions are behind every dollar that you spend...and the dollars you want your clients to spend.   You many not even be conscious of your money emotions, but they are there.  The more you understand about what "triggers" a money spending mindset, the better you will be in the profession of sales. I work in an industry where the most popular product is "zero premium"...(we aren't allowed to say "free").  For many of you around the world reading this, that is hard to fathom, but for those that sell this product...you understand. The sales person has great confidence, swagger even, during the demonstratation of this "zero premium" product.  It truly solves many uncovered needs and even provides "bells and whistles".  The client begins to hear all the features and benefits and with arms akimbo (been waiting to use that word!) ask...  "How much is this"?  The sales person proudly states,  "Zero premium". By way of enrollment statistics, 30% of the populations says, "sign me up"!   The other 70% need and want something else.  The challenge... The agent doesn't know how to sell the other products...largely because they DO require a monthly plan premium...a car note in most cases!  They have walked in the home with a one track mind...and their mind was on... Zero. What about you?  Do you sell the least expensive product your company offers because it is a safe "fall back" position?  Do you feel strange asking for the higher amounts? In some respects, that is likely money emotion working in reverse.  You "engraft" your emotions unto your clients... "No one in their right mind would pay $$$ for this..."
You begin to rationalize why no one will buy it and as a result, you don't offer it, or you don't offer it with the kind of conviction it takes to compel your prospective client to buy.  Certainly, you have to believe in what you are selling, but you also have to believe there are people out there who need and want what you are selling.    The key to getting the right sale is helping them (and you!) feel the best... Money Emotion! Until tomorrow, I wish you Money, Power, Success! 

Money Energy!

Losing weight is a simple equation...calories in...calories out. Money is a lot like calories...money in (income/revenue)...money out (expenses/desires) A calorie (kcal) is a measurement of heat... energy .  If during a workout it takes 1 hour to burn 700 calories and it takes 3500 calories to burn off one pound of fat - we  know we have to workout 5 hours. With each workout, we make note of the exertion, pain, sweat and effort to reach that 700 calorie burning target.  That is the "price we have to pay" for success.  We step on the scale day one...no change. Day 2-4...no change.   Day 5 brings the reward of one pound of fat lost!  We "celebrate" on Saturday with a double Heath Blizzard from Dairy Queen.   Sunday morning, the scale shows us the penalty - exactly the 1 pound we just lost - which we now correlate with 5 pulse pounding hours in the gym.  The emotions of regret, anger, and then the "vow" not to waste precious kcals... The kcals coming in...and going out.  Many of us treat money the same way?  Yes, your prospective clients!  Most of us correlate the energy it takes to earn money to time, rate per hour, and the "pain" of the exertion in earning it. You may be doing this subliminally and not consciously...but you are doing it! When we are young and foolish, we squander, mismanage, and lock ourselves into financed lifestyles. Like Wimpy from Popeye, "we are sadly paying the next 52 Tuesdays for that hamburger today" - siphoning off tomorrow's earnings for today's pleasures.  This creates the "once bitten and twice shy" mental money blueprint.  We vow to become more prudent with our financial dealings. We vow to avoid the financial "Heath Blizzards" that wreck havoc on our financial health.  As a result your product is "under the gun".  Getting the check is tougher as your client decides whether what you are selling is a good financial move...one they wont regret later - leading to buyers remorse (you know what that is...right?) If it is a simple sale or a low price point, the money energy required is lower...they buy without much mental debate...on impulse.  If it is a major/complex sale and the money energy is their life's savings... You get the picture! How do you convince someone to invest in something that has taken their entire life's essence to earn?  You have to replace the "pain" of how money was earned with the an overriding money emotion. You have to get them to see past their...  Money Energy!  Until tomorrow, I wish you Money, Power, Success! 

Check Please!

I am a middle child....sandwiched between two girls...it doesn't get any harder than that.  Who besides me was going to cut the grass or ride a bike 3 miles to the grocery store for bread and milk?   That was an era you didn't get paid for chores and errands..."yes ma'am" was auto response for just about every question. Maybe it was my indentured servitude, or my good nature, but my momma had a soft spot for me...and my older sister Donna would try to take advantage of that fact to get what she wanted. "Go ask momma if we can have some ice cream." "Ain't.  Why don't you ask her?" I retorted. "Ok, but if I ask her...you ain't gettin any!" You would think a high IQ, precocious 6 year old wouldn't fall for that standard reverse phycology routine, but my sister is brilliant in her own right...and older. It worked...I asked... Sara Clay didn't play.  You might get ice cream or you might get "I scream"... she had a bad habit of shooting The Messenger if she didn't like The Message! I have watched sales people operate in much the same way as my sister.  The very thing they want and need...they are afraid to ask for - the check! In sales, we have to become masters at not only asking for the check - but successfully getting people to part with it. That is no small feat - even when they see the value and they need what we offer they may clutch their wallets and purses with two hands. I have not heard money psychology taught or trained in sales but many people instinctually know what drives that most critical moment of truth in the transaction...others flounder. Why do many sales people have a reluctance to ask for the check? The answer will be different for each sales person, but is critical to answer if success is to be obtained. Money is a peculiar topic...right? Everyone wants the "secret" of how to make more, but no one wants to talk about how much they earn - or how they spend it.  Deep down we would rather not reveal details that might show our inadequacy on the subject.  As a youngster, I remember asking my uncle how much a new car cost -  "Child, that ain't something you ask!" (yes, that is the 4th "ain't" in this Daily Crumb...forgive me!) I was later to learn that you don't ask people their incomes or how much something cost. Somehow, the vital topic of money became "taboo".  What ideas about money do you bring in from your childhood?  Don't ask for it?   Don't talk about it?   Avoid the topic at all costs?  Many of our social mores about money are influencing how you engage you clients.  Building rapport - check.  Demonstrating value - check.  Handling Objections - check.  Asking for the check...? The next few Daily Crumbs will help you get to the root cause of what may be holding you back and will help you be triumphant in that moment of truth when you have to say... Check Please!  Until tomorrow, I wish you Money, Power, Success! 

The Messenger!

Happy Monday! A few years ago, two friends and I went to the Atlanta Falcons - Baltimore Ravens football game.  It was a great game and Atlanta pulled it out right at the end.  I have to admit, I am not a big football fan but took great pride in razzing my friend from Maryland about the last second victory. On the long walk back to the car, the rowdy Atlanta home crowd began yelling at my friend from Baltimore;   "Take that jersey off...take that jersey off".   He was wearing a Baltimore Raven jersey...Ray Lewis no less.  It looked like we would have to fight.  Have I ever said I am a lover not a fighter.  Even if I was willing to fight, the first 2 voices turned to 10...then turned to what seemed to be 100's...literally. Yes...he took it off.  Thankfully he had a t-shirt on underneath (that would not have been pretty!). Lesson learned.   When people have something in common, they will band together - cooperate -  they will buy what we are selling.   Each of us has a unique audience that will respond to us, naturally.  New to sales?  Don't worry. Even if The Message (the product) is new and awkward, there are people right now, who will respond to you as The Messenger. People new to sales always ask, "Shouldn't I mold my delivery to meet the client personality and preference?"  You can, and many sales people do, but if you are acting "out of character" then you might sound disingenuous - the kiss of death to many a sale.  You have met that sales person before...right? Does that mean you can only sell to a particular group of people?   Make no mistake, you have to begin with a wide net of outreach for The Message you deliver. You have to treat each opportunity as one you can close, but even for those who are naturally drawn to you as The Messenger, you will still have to fight through a level or two of apprehension, rejection and objections to get to a 'yes'. We are in sales, and that part of process is normal...even if you are selling to your best friend. If you analyze why you close sales...and why you lose them, you would likely find there is a common denominator that you "clicked" with most of the people that you close.  You may not have been able to get a basic relationship created with those you don't close. The old sales adage is generally true - People will more likely buy from someone they are comfortable with...someone they like. That is not necessarily a disqualifier of people who appear different based on obvious things such as gender, race, ethnicity, religion and other differences.  The concept of The Messenger is more geared toward a personality bias and natural affinity based on relating (building rapport) more than it is based on outward appearances.  If people connect with The Message and you as The Messenger a couple of things happen;  It makes the sales process easier. You don't have to act out of character and as long as the product meets their major needs you will probably get a sale.    You get referrals.  Those referrals are usually like-minded people who immediately receive you as The Messenger. Rapport and an affinity are transferred to you by the referring client. The Message (the product) is all that is left to discuss.   That is why referrals are the "holy grail" of sales! 
 You will have to cast a wide net in your Effort Phase until you build the proper intensity of The Message as a state of being . When you become fluid and natural in delivery, then you can afford to focus on specific groups who would work with you as The Messenger, preferentially - it's called niche marketing.  To get there, first focus on perfecting The Message.  Gain all the insight into what your product does and how it can help. Integrate your personal mission into the equation until it becomes first nature...a part of you - your being.  Then begin to extend your efforts to people you can immediately relate to as The Messenger.  Join clubs, civic and religious organizations and causes that you are passionate about. Become known in these circles as a 'go to' resource to people of like passions.  Over time you will find more of your business will come from referrals and people will spread the word about you as... The Messenger.  Until tomorrow, I wish you Money, Power, Success!  Next Time: Check Please

The Message!

Happy Friday! Do you send text messages?  Of course you do...a lot easier than talking sometimes...right? Do you get those long voice messages on your phone?  People who ramble on and never really get to the point and then end the message by saying, "just call me".  Do you remember when television shows would say, "We'll be back after these important commercial messages? Then you would get up to get a snack or use the restroom, totally tuning them out? Our lives are full of messages...some more impactful and important than others.  To get clearer on what a message is, I went to Webster to see what they said;   "A communication in writing or in speech.  An underlying theme or idea.  A messenger's mission".  I was conducting training recently and asked the group what The Message was for them.  A more vocal participant shouted out,
"My sales pitch."   While a little dated, that is the view of many sales people.  Just say the same thing, every time...with every client.  The challenge with a canned sales pitch is you could throw strikes...or balls.  I have never liked the canned sales pitch approach.  Yes, you have to have a track to run on, but people are cynical enough as it is and if you sound like you are "pitching"...many of them will step away from the plate (ok, no more baseball analogies!). So according to Webster, The Message should have three elements; #1 - A communication in writing or in speech:  In writing, a brochure can relay the static attributes of your product, but you bring that static product to life with your dynamic presentation, client interaction and words that fit the "buying ear" of your prospective client. In order for The Message to be a natural extension of you, you have to immerse yourself in the product. You have to understand how it works, where it is most effective (and ineffective), and how to translate that information to the client in a compelling and comprehensive manner - bringing it to life!       #2 - An underlying theme or idea:  The Message is about your product and its value to your potential clients. Your product and how it can meet the needs of your clients should be the core message. The theme should not be about the features - the recited list of all the things your product can do.  The theme of The Message should be the benefits that those features convey that solve the problems or meets the needs of your clients. "Mr. Jones, our product has a lifetime replacement guarantee (feature) which based on your previous experience with a another product that failed would be important and provide you with peace of mind (benefit of the feature)." #3 - A messengers mission:  The message would also incorporate your personal mission. In Sales Crumbs from the Master's Table, Matt's mission was to "Help People Build Generational Wealth" and he conveyed that message to his clients very effectively.   You have to do that as well.  Integrate your mission into your communication of the product, features and benefits. You have to create a comprehensive and compelling interaction that will resonate with clients and move them affirmatively into the buying phase. The messengers mission is the blend of what you believe...not what you are trained or told to believe...about yourself, and your product.  It has to be built on sincerity, your knowledge and your experiences up to this point. As time goes on you will build the intensity of all three of the three core elements of The Message. Eventually, you will be a walking extension of the product and you will no longer be selling...you will simply "be" the product.  That state of being is Nirvana for sales people!   Clients and prospective clients want to "feel" that you believe in what you are doing, what you are saying and what you are selling.  They want to believe... The Message... Until tomorrow, I wish you Money, Power, Success!  Next Time: The Messenger!

The Message & The Messenger!

"Why is the Bible so repetitive?" I asked my father when I was about 9 years old. "What do you mean?" he asked. "Aren't Mark, Matthew, Luke and John all telling the same story?" I had just left Sunday School at the church I grew up in.  My dad played piano (at 77...still does!) and answered, "In order to understand, people sometimes need to hear the same thing...differently." It is no different in sales.  The product you are selling is The Message and people do "hear" differently. The same product (The Message) has to be sold various ways to get people to buy. Some want to touch it, hold it and interact with it - kinesthetic.   Some want vivid descriptions and brochures and videos to experience the product -  visual . Some want to hear how the features will solve their problems (benefits) - auditory . Along with the way they need to hear The Message (your product), there is also a need to connect to who is saying it...  The Messenger.  A great Message (product) may go unheeded unless there is the right Messenger. People who have natural affinities for each other can bypass many elements of the Relating (building rapport) process, because they already have things in common. For example, if you are introduced to someone from your Fraternity (even at a competing university), it will facilitate a relationship. At some level, we all want to do business with people who are like us - it validates and tears down artificial walls of insecurity and vulnerability.     That is what sets the stage for most sales to occur.  The concept of The Messenger draws across many lines but also transcends them. Gender, race, age, socio-economic, political similarities can create receptivity but if other powerful connections are present, it can transcend the differences in all of them! That means a 49 year old Black man (that's me!) can sell a product to a 77 year old Cuban and become great friends.  Language and cultural differences weren't the connection, but they were also not a barrier.  What connected and transcended were our similar life experiences. While race, culture, gender and other "overt" similarities can become a starting point, there are so many other things that connect us.  The most natural and effortless relationships are born from what I call verbal resonance - when two people "speak the same language". You have likely experienced that even when there appeared to be stark contrasts between you as The Messenger and your prospective client.   That is the essence of sales - the power of connection. That will be our subject for the next few daily crumbs...the power of... The Message and The Messenger... 

Until tomorrow, I wish you Money, Power, Success!  Next Time: The Message and The Messenger!

Hold the Elevator!

The Elevator. There is that "moment of truth" when the doors open up and you secretly pray... "I hope it is empty". Be honest...would you rather be squished up against the back wall, testing the weight limit that's posted prominently on the side panel with 20 people... or be alone with a stranger for 35 floors? That's a long 3 minutes. You look down at the floor...pretend to look at your phone (which isn't working anyway!)...anything not to engage a conversation.  Did you just waste a perfectly good opportunity?  Perhaps...but in any event, you should always be ready with an elevator speech.  The summary of who you are and what you do...in 3 minutes or less. You should have an elevator speech that outlines your industry, your role, and your mission.   "Hey Brandon, what do you do for a living?"  "I help people achieve success in their lives".  "How?" (I am glad you asked!)  "I am an author, inspirational speaker and coach. I utilize these gifts to help people break self-imposed limitations and live a life of passion and purpose. My mission is to help millions achieve success...one at a time.  What do you do? " Be proud of what you do!  Do not hesitate to sow the seeds of opportunity - eventually, you will "happen" into someone who needs what you do, or can help you. Tell your story in short form everywhere...then expound when the opportunity warrants.  Most people, even sales people, shy away from the stage of self-promotion - which is really only another name for branding.   I know people that pass out business cards to everyone they meet. Yes, that could be overbearing or obnoxious, at times, but there is is a law of large numbers value to that exercise.  Sure, most people view it as intrusive and throw the card away, but some will engage a conversation and open the door to an elevator speech - an opportunity. What if you used the dozens of "small talk" conversations you have each week, to engage the person in a two-way street of "What's My Line"?  Sharing a brief opportunity to network...to connect. Many of these conversations will not be very fruitful, professionally (albeit cordial, personally), but every so often - magic happens!   Beyond your elevator speech, there are places where your brand should be evident - your email signature, your business card, and your website. Anywhere you are, the brand should shine through! What image do you want to convey?  In the 30 seconds of a business card, or the 3 minutes of an elevator ride you have to let people know who you are and what you do and why you are different.  You have to cut from the clutter of ordinary and create a USP - Unique Selling Proposition. The companies you work for or represent spend a lot of money on positioning and branding...their USP. What about you?  What is the brand within the brand?  Define it, refine it, and then promote it!  Each contact with a potential client and current clients should reflect a piece of your brand. The next time you are by yourself and see someone running, you will push the button that opens the doors to let them in...yes, you will... Hold the Elevator! Until tomorrow, I wish you Money, Power, Success!