By: The 2014 Swivel Live Blog
The Swivel conference–formerly known as Bend WebCAM–is happening October 12-13, 2015 in Bend. Attracting some of the industry’s most dynamic movers and shakers, Swivel weaves together a program that covers the full 360-degree marketing spectrum. Whether you’re a designer, an optimizer, a developer, a writer or a strategist, Swivel can get you moving with three different programming tracks. Register now: http://www.swivelnow.com/register/
During last year’s Bend Webcam (rebranded this year as Swivel), Bruce Kasanoff – a ghost writer for executives, entrepreneurs and professionals – spoke about how to be the best talent by bringing the talent out in others and how to promote yourself without being a jerk. Here is a portion of the recap from the 2014 Live Blog:
HELP THIS PERSON – This starting point is so important– Help this person! Even if it is just 20 minutes every morning. If you have a client that you really like and want to help even more than what is in your contract or your job description, take a few minutes and go above and beyond. That person will somehow, in more ways than one, help you. It will come back to you either directly or indirectly.
INTRODUCE OTHERS -Another key to success, and often one that we creative people do not do, is to introduce others. Make connections. Help someone out by connecting them with someone else. The more people you add to their network (and yours), the more you have a sense of place in the “people” world.
SERVE, DON’T SELL – Get out of the buyer/seller/pitch mode and simply interact. This is the beauty of social media. Jill Rowley, known as the “quota crusher” in sales, is the queen of social selling and developed a strategy of serving, not selling. She uses social media to interact and share, creating a more dynamic experience, a more personal experience and connections that may not have been realized. Make selling personal. Understand your customer. Remember your customer. Know the difference in values that one customer may have from another. Know if you CAN add value (or not). Recognize the difference between one customer and another and speak personally to them. (i.e. Do not blast every email and every article to your whole list. Separate and figure out who will value what.)
The key to all of this – you have to be in the “service mode.” You must really think and believe it.
How do you serve, not sell, authentically? You must internalize this credo. You must believe it wholeheartedly.
A fundamental mindset is to actually remember information about a customer. The toughest customer to serve is someone that doesn’t know what they want. Think of this as a tremendous opportunity! That type of client might always be struggling with this. Help them. Uncover those difficult to serve clients and craft a solution. Customization in what you do and how you do it can help you by ensuring you are relevant.