Marketing and Leadership

Winners Do What Losers Won’t

• Successful people have formed the habit of doing hard to do things.
• Things that make them uncomfortable.
• They do uncomfortable things anyway.
• This is the biggest truth about success.

What’s marketing? Marketing is a series of planned, interrelated activities that when done right: 1) Identifies best potential buyers of your products and services – and aligns what you sell with their needs/wants. 2) Devises ways to attract the interest of these targeted best potential buyers to your business. 3) Presents irresistible offers to best potential buyers in the most cost effective and compelling ways possible.

A key reason why some business people are fabulously successful – seemingly without effort – is because they have Better Marketing Behavior.

So marketing is what you do to get people to give you money. It’s all the activities, communications, and demonstrations you can successfully strung together to produce a highly desirable event near the end called a sale. Leadership and communication are parts of marketing. What else? How about cajoling, coercion, and manipulation, are they part of marketing? Yes they are. Is building trust part of marketing? Of course, people buy from those they learn to trust. Is marketing lying? Can be, yes indeed, it can. But those who lie when marketing will not long survive, a sale of two perhaps but in the long run the liars will lose big time. Good marketing is not lying. It is telling the truth attractively.

There are two skills you must master for your marketing to work right. The two skills are leadership and communication.

What’s leadership? It’s getting people to do things they’re afraid to do, or don’t know about, or don’t understand, or never thought of, or don’t think can be done, or things that someone might think others can do them but not them personally, or things that make them feel uncomfortable, or things that people just don’t want to do at all. If you can successfully lead people you’re a powerful person. And you can lead people, because leadership is a skill that can be taught and learned. You can develop the ability to get people to support your ideas and to go along with what you want. You can use this ability to get others to do your bidding, to support you, to give you their money, their energy, their resources, their heart and soul, to put themselves on the line for you, and to rally around you in all ways that they can and to do so wholeheartedly, with genuine enthusiasm, as if whatever you wanted from them was indeed their own idea, as if the actions and belief systems you get them to embrace were their own. That’s leadership.

What’s communication? It’s talking; it’s also writing, using images, lots of non-verbal communication too but for our purposes, it’s mostly talking. Communication is talking with the intent of instructing, supporting, sharing, understanding, imparting values, entertaining, influencing, and helping people make decisions that are good for them and good for you too.

WHAT GOES WRONG?

• No written plan,
• No research in the plan,
• No test of strategy,
• Plan not implemented, or only sporadically,
• Poor organization, can’t be productive when we’re not organized,
• Lousy follow up, no tracking,
• Can’t close the sale, make the deal.

MARKETING BEST PRACTICE “Know Your Audience”

• Know what they need and want,
• Know what they are willing to pay for,
• Know where they are,
• Know what will attract their interest,
• Know how to cost effectively reach them,
• Know how to close them.

DEVELOP AN IRRESISTIBLE OFFER

• Specifically what are you offering that satisfies the highest needs/wants of your audience? What’s your offer?
• How will you present your offer? What will you say?

DON’T BE PASSIVE

• If you sit and wait for opportunities to come to you, you’ll wind up taking whatever comes along, even work you may not like much, from people you may not like much either.
• Your pipeline might full up, but will you be happy? Probably not.

IF YOU’RE PROACTIVE…

• If you seek out the exact kind of buyers you want, and proactively go get them, you’ll fill your pipeline with rewarding work.
• You’ll like your new customers.
• You’ll like your life better!

Courtesy Richard Borough

25 Customer Service Tips

25 Ways to Keep Your Customers for Life
by Arnold Sanow, MBA, CSP – www.arnoldsanow.com

In today’s fast-changing and competitive environment, excellent customer service is essential for success. In fact, the only way to differentiate yourself and to become less of a commodity in the marketplace is through good customer service. The strategies for keeping customers for life can be honed down to some basic steps that any business owner can use. To get customers, keep them and to get enthusiastic referrals follow these 25 proven techniques:

1. Reward your customers. Send them a gift, provide them a lead, generate business for them, etc.
2. Use your customers’ services and buy their products. If you want to increase loyalty, there is no better way.
3. Send thank-you cards. Make sure they are handwritten and sent promptly. Peter Drucker attributed much of his success to the fact that he sent out 12 thank-you cards every day.
4. Return phone calls promptly. Since so many people don’t return calls, you automatically look good when you do.
5. Do what you say you are going to do.
6. Do things when you say you’re going to do them.
7. Underpromise and overdeliver.
8. Be accessible. Make sure you are available and willing to help customers whenever there is a problem. Your business should be open to meet the convenience of your customers and not only for your convenience.
9. Be credible. If you can’t establish that trust right away, customers may start to look at your competitors.
10. Appearance counts. Perception is reality, and the reality is that people do judge a book by its cover.
11. Show empathy. Remember the best customers are your currents ones. Stay in touch and continue to service their wants and needs.
12. Have a “Goof Kit.” If you make a mistake, it’s not enough to say, “I’m sorry.”
13. Promote customers’ products and services. By getting business for your clients, you ensure you will have a customer for life.
14. Do things for the customer’s convenience not yours. Make it as easy as possible for your customers to do business with you. The easier you can make it for your customer to do business with you, the more business you will have. Determine all the ways you can eliminate the hassle factor.
15. Send an invoice periodically with a “no charge” on it. This will help your customers remember you. And if it is unexpected, it will have a much larger impact.
16. Have a customer advisory panel. Only by knowing your customers’ wants and needs can you successfully grow your business and be totally customer-oriented.
17. Hire mystery shoppers. To really find out how good your customer service is, hire someone to go out and use your service from start to finish.
18. Be a resource. No matter what your customer needs, try to find it for them — even if it has nothing to do with your business.
19. Shower customers with kindness.
20. Speak your customers’ language. If you use jargon your customers can’t understand, they won’t use you.
21. Have a great attitude.
22. Treat your employees well. If they are treated poorly, there is a good chance your customers will also get poor service.
23. Give your customer what they want, when they want it and how they want it.
24. Give back to your best customers. If you run a special price or product offer for first-time customers, ensure your current customers are offered the same opportunity.
25. Don’t show an attitude of indifference to your customers. In a recent study on why people give up on a company, 68 percent quit because of an attitude of indifference toward the customers by the owner, manager or employees – 68 percent!

Conclusion

“Customer service is more than just smile training — it’s about treating people the way they wanted to be treated,” “It’s also about giving the client what they want, when they want it and how they want it. It really comes down to the fact that good communication and human relations skills equals good customer relations.”

8 Keys to Sales Success

8 Keys to Sales Success

There are many ingredients necessary for success in sales. Here are 8 keys to help you achieve your sales goals.

1. Determine the wants and needs of your customer’s first then work backwards to develop the product or service.

Many times we make the mistake of showing customers products or services we like or offering things we have available. Only after asking probing questions and listening very carefully to the answers should we offer suggestions. In other words, “To sell Jack Jones what Jack Jones buys, you need to see Jack Jones through Jack Jones eyes. The quality of the feast is determined by the consumer not the chef.”

2. What’s in it for me? (WIFM)

What is the customer really buying from you? By listening and understanding we can close more sales by focusing on the benefits (results) and not only the features (characteristics) of what we’re selling. For example, if you’re a travel agent who sells cruises, by stressing certain benefits such as love, relaxation, etc. you get the customer to dream and really desire the cruise.

3. Add value to every contact

We are all in business for the long run. To build a solid business we must develop long-term relationships. To do this we need to show trust, respect and value. This can be accomplished by always thinking about what “extras” we can give our customer. Also, to make the “extras” pay off they need to be something the customer doesn’t expect. For example, after I finish delivering a seminar, I will give the person who hired me as well as the attendees an autographed copy of one of my books. By not expecting this, it provides them with the WOW feeling. Every time we meet they know that I’ll always be looking for more ways to give them more value then they expect.

4. Practice teamwork

To win in selling, you have to be able to play on different teams and you have to learn to play different roles. For example, when I’m working with a customer, I become an extension of their team. If I can help them develop solutions to their various problems and concerns then I become an indispensable member of their team.

5. Watch your appearance

Remember the old saying; “don’t judge a book by its cover.” Unfortunately everybody does. To make sure I’m on the right track, I dress in the parameters of what’s appropriate for each client. I’ve seen many salespeople lose sales because they let style get in the way of substance.

6. Focus on winning every sale

Success is one customer at a time. Focus on trying to make a sale to every customer you meet. Never stop selling until the customer says either yes or no. You must be 100 percent determined to win. If you have the determination, you will do everything in your power to out service your customer, outwork your colleagues and outsell your competition. Your determination creates strength; your doubts only destroy it.

7. Become an information resource to your clients

Let your clients know that you can help them with any concern they have no matter what area it is in. If they need something or someone find it for them. For example, someone recently called me about doing a seminar on increasing your memory. I don’t do this, but I told my client to give me one hour and I’ll find someone to meet his or her needs. By doing this I become a valuable resource for them. Now, if they need anything they call me first. This not only increases my value, but also gives me more opportunities for work.

8. Don’t overeducate your prospect

Don’t tell the prospect everything. If you give too many choices or make everything seem too complicated, they will tend to “think about it.”

Courtesy of…. Arnold Sanow – www.arnoldsanow.com

 

Parenting is Like Sales?

How Sales Parallels Parenting

  Everything we do from our communication style, our dress, to our understanding of the customers wants and needs can affect our success or failure in closing sales. The way you close a sale depends as much on the product/service you’re selling as it does the customer you’re dealing with. There are many reasons why sales don’t close … here are 7 of the most common mistakes.

1. Not asking questions. Too many times we pre-judge or jump to conclusions about what our customers want or need. By asking open-ended questions to determine such things as lifestyle, hobbies, spending limits and previous experiences we can get a true picture of what our customer really wants. By understanding the customer we can then focus on the right products and services to offer.

2. Not communicating in the communication ingredients important to the customer. If we communicate to everyone in our primary communication style then we will lose about 75% of our sales. In other words everyone is different and therefore everyone needs to be treated differently. For example, some people just want the facts and details about a product or service where others may be more comfortable if you tell stories or anecdotes. So, to persuade, motivate and influence others, communicate in the ingredients they find important.

3. Interrupting the prospect. Whenever you interrupt someone, sensitivity, commitment, closeness and rapport are lost. In addition, by interrupting we may miss what benefits the customer is really seeking

4. Not paying attention to the prospect. To develop the like and trust that are essential in developing any relationship we must give our full attention to the prospect. Taking calls, talking to other customers, looking bored or uninterested can detract or enhance from the relationship we develop with our potential customer.

5. Showing no empathy or sympathy. Empathy means putting yourself in the other person’s shoes. For example, if a potential customer wants to go on an adventure trip we offer, but has had bad experiences in the past, we must first understand those experiences before we can discuss why our trips are a best buy.

6. Not selling benefits .. only features. Understanding the difference between features and benefits is crucial to your success. Features are about you, your product and service. Benefits are the specific results your product or service offers to your client or prospect. When meeting with a prospect we need to address the buyer’s critical self-interest questions such as, “so what?”, “who cares?” or “what’s in it for me?” You see people don’t buy things, they buy results like happiness, making and saving money, saving time, comfort, safety, security, and easier ways to do things.

7. Pressuring Prospects. People don’t like to be pressured. They like to buy but they don’t like to be sold. By planning your presentation carefully and understanding the wants and needs of the potential customer, you’ll make more than your share of sales.

Special thanks to Arnold Sanow — www.arnoldsanow.com – speaker@arnoldsanow.com

Compelling Presentations

How To Make Your Sales Presentation Come Alive!

Arnold Sanow- www.arnoldsanow.com

Just knowing the features and benefits about our products and services does not guarantee sales. To sell our products and services we must be able to tell stories and create pictures in the minds of our customers to excite their imagination. A story can either be dull and uninteresting or it can come alive. To put imagination into your sales story and increase your closing opportunities answer the questions below.

Get out the list of your product and service’s persuasive features and benefits to your customers. If you don’t have a list make one. Next to each feature and benefit put the answers to the questions below. (a feature is the characteristic about your product or service and the benefit is the result)

1. What’s the most dramatic statement I can make about this feature and benefit?

2. What’s the most arresting visual presentation of this feature and benefit to set a customer thinking about it?

3. What’s the most searching question I can ask about this feature and benefit to set a customer thinking about it?

4. What are the most interesting success story or sales examples I can give to back up the claims I make for this feature and benefit?

5. Which are my best, most impressively written testimonials, the ones most likely to get attention either because of the person giving the testimonial or of what it says.

6. What is the most dramatic action I can perform to hold and impress my customer while dealing with this feature or benefit?

7. What is the most compelling logic I can find in relating this feature and benefit to others?

8. What is the most effective demonstration I can make of this feature and benefit?

9. What customer participation can I devise, in this feature and benefit so that my customer becomes part of the act?

10. What practical test can I suggest for proving the validity of my claim for this feature and benefit?

To further increase your opportunities and kick start some life into your business, ask yourself, your staff and your customers these questions about your product and services:

Can the products/services be put to other uses? Can it be adapted? What else is like this? What other ideas does this suggest? What could we copy? What could be modified?, Given a new twist? Changed in color, meaning, sound, motion, odor, form, shape? Any other changes possible? Can it be magnified? What can be added? More time? Greater Frequency? Stronger? Higher? Longer? Shorter? What can we substitute? What else instead? Other ingredients? Rearrange? Change the schedule? Reverse it? Combine it? Different Purposes?

Remember that you only get one chance to make a good impression. By putting some “zip” into your sales presentation you’ll close more sales and see your business skyrocket to the top!

Parenting is Like Sales Management!

Challenges Faced by Sales Management

 

Measurement & Reporting

1. Salespeople drop a prospect right after the forecast comes out, we don’t know about it until

the next forecast

2. Can’t tell if we will meet our sales goals during the period

3. Don’t know the true sales cycle for each product

4. Difficulty assessing new salespeople

5. Can’t see the middle of the pipeline, just what is going in and coming out

Management Time

6. Don’t have enough time to travel with all the salespeople

7. Don’t have time to talk to each sales person about each prospect

8. Don’t spend sufficient time with those salespeople who need help

Management Effectiveness

9. Have no way to know about problem prospects unless alerted by salespeople

10. Learn too late about lost opportunities (too late to get in and help reverse)

11. Don’t have tools to be as proactive as I would like, find myself being mostly reactive

12. Don’t have accurate information regarding why business is being lost

13. Don’t have a system that tells me which prospects a salesperson needs help with

14. Don’t have a method to identify a salesperson’s recurring problems

Salesperson Effort

15. Unaware of intermittent lapses in salesperson’s effort

16. Difficulty assessing the effort of the salespeople

Salesperson Effectiveness

17. Can’t determine specific salesforce training needs

18. Can’t pinpoint strengths and weaknesses of individual salespeople

19. Difficulty assessing salesperson’s impact on a territory

20. Salespeople are not focusing on the best revenue opportunities

Good Advice for Fathers…

How to Get Customers, Keep Them and Get Enthusiastic Referrals

Arnold Sanow

The motto for business success now and for the foreseeable future is “You’re not just closing a sale, but opening a relationship” In fact, it is 6 times less expensive to upsell, resell or get referrals from satisfied customers than it is to get new customers. Only by developing win-win relationships can you increase your business, lower your costs and achieve maximum profitability. To be successful follow these five ingredients on a daily basis.

1. Be Reliable.

Reliability means many things, but without it your business will fail to grow and prosper. For example, when you tell a client you will have a product or project ready for them on Tuesday and you’re late, your good reputation suffers. In fact, if you tell people you will have a product ready next week, in their minds next week means Monday. Come in any time after that and you’re already too late. Although this may seem like a minor point, such things as being late, not returning phone calls and not giving 110%, will hurt you and ultimately help your competitors. To be reliable follow these guidelines:

* Do what you say your going to do

* Do it when you say your going to do it

* Do it right the first time

* Get it done on time

And always remember ….. Under-promise and Over-deliver

2. Be Responsive.

Responsiveness means being available, accessible and willing to help customers whenever there is a problem. It also means keeping them informed and providing the services as soon as possible. For example, just returning phone calls in a timely manner these days will put you ahead of the crowd.

3. Develop Trust And Likeability

When you look at the bottom line, there are two ultimate reasons why people will work with you. It’s because they like you and they trust you. According to US News and World Report, “Americans are ruder than ever”. Simple kindness and good manners can greatly enhance your opportunity to win new clients, generate more business with the ones you have and increase your referrals. To accomplish this follow the 10 commandments of human relations:

1. Speak to people – There is nothing so nice as a cheerful personality

2. Call people by name – The sweetest music to anyone’s ears is the sound of his or her name.

3. Have humility – There is something to be learned from every living thing

4. Be friendly – If you would have a friend, be one

5. Be cordial – Speak and act as if everything you do is a pleasure

6. Be sincerely interested in others

7. Be generous with praise and cautious with criticism

8. Give your word – then keep it

9. Be considerate of the feelings of others

10. Be alert to give service – what counts most in life is what we do for others.

4. Watch Your Appearance.

Have you ever heard the saying, “Don’t judge a book by its cover?” Well guess what everybody does? Although appearances can be deceiving, customers draw a lot of conclusions about the quality of service on the basis of what they see. Your dress, body language, written materials, office, car and verbal skills account for how you are ultimately judged.

5. Be Empathetic

To the extent that you treat someone as special and solve his or her unique problems he/she will continue to be your customer. Disneyland says it best, “We love to entertain Kings and Queens, but the vital thing to remember is this: Every guest receives the VIP treatment …It’s not just important to be friendly and courteous to the public, it is essential … At Disneyland we get tired, but never bored, and even if it is a rough day we appear happy. You’ve got to develop a sense of humor and genuine interest in people. If nothing else helps remember that you get paid for smiling.”

In summary, although your technical job skills must be excellent, it’s not enough. Remember people do business with their friends. Develop win/win relationships and see your business skyrocket!

Storytelling and Motivation by Dr. Richard Borough

MOTIVATING OTHERS, NOT. INSPIRING OTHERS, YES

Motivating others, this you cannot do because people motivate themselves. But if you are a manager of employees, you must have motivated people on your team.

As a manager it’s your main job to turn raw talent into performance that’s aligned with your mission and the vision of where you want to go. By the way, this is the same job as that of a football coach.

But how do you make it possible for the motivation that lies fast asleep, deep in the hearts of the people you manage, to spring forth? You do that by telling a good story—an inspirational story that encourages people to saddle up and take all forms of the most appropriate action possible. For while it is true that you cannot motivate another person, you can inspire them, this you can certainly do.

Inspire well and your people will motivate themselves.

Have you read any of J. K. Rowling’s seven Harry Potter books or seen the movies? Is Harry Potter a real person? Are any of those stories true? No. But people love them anyway, don’t they. Harry Potter doesn’t exist, none of the people in the stories exist, the whole story is made up, yet we want to believe, so we buy the books and go to the movies. The story is wonderful. The story gets us to take action.

Thousands of people of all ages camped all night outside bookstores everywhere waiting to buy the final Potter book last week. 10 million copies of “Harry Potter and the Deathly Hallows” were sold in the first 24 hours. That’s 6,944 books per minute. And that book is 600 pages long. Very big time motivation brought on by big time inspiration.

Turns out that those who manage people most successfully, better than anyone else, do not actually talk about or demonstrate the benefits that will accrue to those who do their bidding. That’s not what they do. Instead, they tell a story. Employees demand that you do just that, they insist that you paint vivid story pictures that they want to believe. This is their chief demand of you.

Storytelling, of course, is one of the oldest, most powerful modes of communication. President Ronald Reagan was a masterful storyteller, and many other politicians have used stories to gain votes and win elections. Savvy people are now adding storytelling to their toolkits to “sell” anything from organizational goals and priorities to employees, to goods, products and services to customers.

Researchers have found that storytelling is far more convincing to an audience than rational arguments, statistics, or facts. In her book “Corporate Legends and Lore: The Power of Storytelling as a Management Tool,” Peg Neuhauser outlines the results of a study with MBA students that demonstrate the power of a story. MBA students are very much orientated by statistics. Neuhauser divided her statistically oriented students into three groups. The first group was given only statistics related to the potential success of a new winery. The second group was given statistics and a story. The third group received only the story. The story ended with: “And my father would be so proud to sip this wine.” A majority of students in the third group believed that the winery would be successful, while in the other two groups the skeptics predominated. The story, not the statistics, sold the winery.

Next time you hear someone say, “Let me tell you a story,” watch out. You may be about to support an idea, enlist in a cause, or buy something.

It’s a simple concept. A story makes a topic much more real to the audience, more so than the most rational persuasion, because it reframes the argument being put forth by the story teller in an easy-to-grasp format anyone can relate to. When it becomes necessary to influence people, a story frame is always more effective than a rational, linear argument, provided the story answers the audience’s question, “What’s in this for me?”

Great stories overcome resistance to change, to try new things, or to buy.

Managers and football coaches make taking action more palatable by telling stories that celebrate the past while simultaneously demonstrating the need for change. Stories help people understand the need to follow directions and to do things in the right way. And even failure makes a good story when it is positioned to focus on the learning experience derived from it.

Now you may not be able to inspire your employees like J. K. Rowling inspired her readers and movie goers or like Vince Lombardi or Bill Walsh inspired their football players. But you can inspire your audience. And your inspirational activities can result in the sudden appearance of motivation on the part of your audience members. Then they’ll do all they can to take appropriate action that benefits both them and you too.

Like football coaches to their players, your good stories will bridge the gap between what you want people to do for you—and what, because they discover their own motivation—they will do for you.

So what exactly is a really good story? What characteristics must a story have in order to inspire and encourage the emergence and manifestation of motivation in other people?

Here’s what we know. A good story is interesting, it’s compelling and hard to ignore, it’s fascinating to some degree, it promises something people want to believe, it’s about things people can relate to their personal experiences and/or to their hopes and wishes, and it may offer hope of a better future. And truly great stories don’t appeal to logic, but they often appeal to emotions and senses.

Most of all, great stories agree with our world view. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and that makes the members of the audience feel smart and secure as it reminds them of how right they were in the first place.

Threats don’t work for long. Bribes don’t work for long either. Only a good story brings people to the place of self-motivation for the long haul and that’s what you need, long term motivation and the loyalty that comes with it.

Your story ought to lay out a vision of a desirable future, ought to talk about goals and communicate how together your team will reach them. Your story ought to educate and mobilize people to go with you into the future better place.

Want to manage your people better? Tell better stories. And tell them often. Neat huh!

10 Steps to Mastering Negotiation

10 Steps to Mastering Any Negotiation

Arnold Sanow – www.arnoldsanow.com

More negotiations break down because of animosity between parties or objections about the situation, rather than differences over issues. Based on the book, “Get Along with Anyone, Anytime, Anywhere … 8 keys to creating enduring connections with customers, co-workers … even kids” by Arnold Sanow and Sandra Strauss here are some tips that will help cultivate a positive environment for reaching agreements to keep negotiations on a productive and hopefully civil level.

1. Help people define how people see the situation. Show them what’s in it for them and the value they’ll receive from your proposed solution.
2. Demonstrate your desire to find acceptable solutions and that your intentions are honorable.
3. Set the stage for success. Establish your interest up front for productive negotiations. Demonstrating goodwill minimizes defensiveness: “I know we’ll be able to reach a workable solution.” This creates a more relaxed atmosphere, puts people at ease, and minimizes stressful interactions
4. Anticipate objections in advance, if possible, and formulate options
5. Reflect shared values and areas of common interest. Use language that reflects their values and what’s important to them.
6. If some change will be required, make it easier for them to accept by showing how the modifications will extend or expand their personal interests or self – image.
7. Highlight undesirable outcomes or alternatives as a contrast to more viable options: “We could choose to do it that way, but then you wouldn’t be able to …
8. Focus on mutual interests, not fixed positions. Stay flexible, focusing on reaching mutually acceptable agreements about what’s really at stake. For instance, is it about taking a particular training course at a busy time of year, or gaining important skills at a more convenient time? Is it about negotiating for an increased budget for your department, or about doing your best job for the company?
9. If there’s any confusion about which option to choose, offer two choices to help generate a decision
10. If an impasse is reached, restate your interests in a different way. Know in advance about your “walk-away” options — your bottom line

When you know what you want and learn more about what others want, work towards win-win solutions. Negotiate for what you want and be fair and reasonable with others too.

Arnold Sanow, MBA, CSP is a speaker, seminar leader, facilitator and author of 5 books to include, “Get Along with Anyone, Anytime, Anywhere … 8 keys to creating enduring connections with customers, co-workers … even kids”. He can be reached at speaker@arnoldsanow.com ; www.arnoldsanow.com or 703-255-3133

12 Most Persuasive Words in Selling

1. You
2. New
3. Money
4. Results
5. Save
6. Health
7. Love
8. Safety
9. Discover
10. Guaranteed
11. Proven
12. Easy

These are all great words and should be used effectively in your phone time, speaking, e-mails, and marketing communications.

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