Participant Materials

Harvey Mackay
Dig Your Well Before You’re Thirsty
How to Out-Sell, Out-Manage, Out-Motivate, & Out-Negotiate Your Competition

A satellite seminar
Produced by Point to Point Communications, a subsidiary of Twin Cities Public Television Presented by

©1998, The Business Channel, L.L.C.


Dear Participant
elcome to PBS The Business Channel’s satellite presentation of Dig Your Well Before You’re Thirsty: How to Out-Sell, Out-Manage, Out-Motivate, and Out-Negotiate Your Competition. This discussion guide accompanies the presentation by bestselling author, successful businessman, and highly sought-after business management and motivational speaker, Harvey Mackay. In the next two hours, Harvey will touch upon key concepts introduced in three of his previous books: Swim With the Sharks Without Being Eaten Alive, Beware the Naked Man Who Offers You His Shirt, and Sharkproof. He also incorporates valuable networking tips from his most recently published book, Dig Your Well Before You’re Thirsty: The Only Networking Book You’ll Ever Need. Harvey draws from his personal experience as an active CEO for Mackay Envelope Corporation, a prominent civic leader in Minneapolis, Minnesota, and a master “networker.” Months from now you will find yourself recalling energizing examples Harvey has amassed from world-class networkers such as Muhammad Ali and Lou Holtz. Harvey’s aphorisms (sayings and adages) on relevant business concepts have proven themselves true time and time again. While viewing Mr. Mackay’s presentation, it is recommended that you follow along and take notes in this discussion guide. This guide cues you to key learning points. It includes reproducible sales and management tools and thought-provoking discussion questions. Get ready to be inspired by Harvey Mackay and his ideas on how to out-run and out-do the competition!



Harvey Mackay Dig Your Well Before You’re Thirsty

Program outline
Harvey Mackay
Dig Your Well Before You’re Thirsty
How to Out-Sell, Out-Manage, Out-Motivate, & Out-Negotiate Your Competition

Pat Miles, news anchor for the Twin Cities area, is the moderator

Fostering Creativity Valuing Continuous Improvement Boosting Self-Esteem Mastering the Art of Effective Networking Hiring the “Right” Person for the Job Managing the Workforce in Uncertain Times Seeing Perceptions for What They Are Mastering the Negotiation Process Being a “Differentiator” Visualizing Your Goals Farewell


Harvey Mackay Dig Your Well Before You’re Thirsty

What you will learn
By participating in this satellite seminar with Harvey Mackay, you will be able to: Define the term “networking.” Cite the purpose and value of “The Mackay 66 Customer Profile.” Explain how to establish and maintain a “Network Rolodex.” Name a minimum of three revealing, highly informative questions to pose to prospective employees during the interviewing process. Identify a minimum of three tips for effective negotiating. Describe strategies for including visualization in your personal and professional life.


Harvey Mackay Dig Your Well Before You’re Thirsty

How to get the most from this seminar During the program. Dig Your Well Before You’re Thirsty: The Only Networking Book You’ll Ever Need.PBSbusinesschannel. During the program. After the or by calling toll-free 1-888-822-8229.. Kurt Einstein’s 20 Most Revealing Interview Questions and Answers on page 38 4 Harvey Mackay Dig Your Well Before You’re Thirsty .. Read Harvey Mackay’s most recently published book. Take notes…jot down your ideas and inspirations for what you can do with this information when you go back to work. The book may be ordered from PBS The Business Channel by visiting our Web site at www. Consider Harvey’s Aphorisms on page 26 Answer the discussion questions on page 28 Score Your Networking Report Card on page 30 Complete the Mackay 66 Customer Profile on page 34 Use Dr.

state: ________________________ 2. On a scale of 1 – 10 (with 10 being the highest). which of the following phrases would you use? knowledgeable presenter current important topic in-depth instruction active involvement interaction with others good participant materials effective Q&A ideas for immediate use the right length of time effective program flow other: 4. If asked to describe what you like best about today’s program. 5 Harvey Mackay Dig Your Well Before You’re Thirsty . What one thing will you try to do as a result of taking part in this program? Satellite Seminar Return this form to your site coordinator or mail to: PBS The Business Channel Attn: Cutting-edge seminars 1320 Braddock Place Alexandria. please answer all questions and return this form to your site coordinator or mail to the address below. Out-Motivate. Harvey Mackay Dig Your Well Before You’re Thirsty How to Out-Sell. & Out-Negotiate Your Competition 1. Out-Manage. If asked to describe what you didn’t like.Participant Evaluation Your comments about today’s program are greatly appreciated. At the end of the program. VA 22314-1698 SM Please feel free to add additional comments on the back of this sheet. rate this program in terms of its educational value to you: 1 2 3 4 5 6 7 8 9 10 3. which of the following phrases would you use? program too long program difficult to follow lack of local participation out-dated materials boring presentation presenter hard to follow information not usable inadequate participant materials poor audio/visual quality useless Q&A time other: 5. Today’s date: __________ Your city.

& Out-Negotiate Your Competition 6 Harvey Mackay Dig Your Well Before You’re Thirsty . Out-Manage. Out-Motivate.Harvey Mackay Dig Your Well Before You’re Thirsty How to Out-Sell.

As Harvey describes major corporations such as 3M and Cub Foods.  Personal Notes 1 7 Harvey Mackay Dig Your Well Before You’re Thirsty .1 Fostering Creativity Harvey Mackay’s lessons Some of the best people spend their most productive time looking out the window. take notes on how creative ideas are encouraged and rewarded. Creativity is crucial to any organization’s success.

P racticing any task or process with inadequate or inaccurate instructions only perpetuates mistakes and inefficiencies. and take responsibility for working in a more productive manner. . .2 Valuing Continuous Improvement Harvey Mackay’s lessons Practice makes perfect . exercise creativity and critical thinking skills. Embracing continuous improvement techniques and strategies enable individuals to study processes.  Personal Notes 2 8 Harvey Mackay Dig Your Well Before You’re Thirsty . not true. Perfect practice makes perfect.

” Use the space below to note other relevant points made by Harvey regarding self-esteem and perseverance.  Personal Notes 3 9 Harvey Mackay Dig Your Well Before You’re Thirsty . Recognize that “if you want to triple your success ratio you might have to triple your failure ratio. A chieving success requires taking chances and experiencing failures. Never give up.3 Boosting Self-Esteem Harvey Mackay’s lessons Believe in yourself even when no one else does.

No organizational chart can tell you who is the real decision maker. That’s Yiddish for people who constantly take a little bit more than they’re entitled to. 10 Harvey Mackay Dig Your Well Before You’re Thirsty . 1.4 Mastering the Art of Effective Networking Harvey Mackay’s lessons Dig your well before you’re thirsty. or even a phone call is a must. Harvey has identified the following as the ten “Biggest Networking Mistakes” made by people. You need a network to find out where the power is. 2. Don’t say “No” for the other guy. don’t be a stiff. If you’re going to keep your job. Every outfit is different. 4 4. Your motives will be as painfully obvious as a deathbed conversation. It takes careful planning and constant upkeep. D igging a well is no easy task. Dinner. a box of candy. When someone in your network comes through. Don’t mistake the company’s network for your network. Don’t presume that someone within reach of your network would automatically say. The same holds true with establishing your professional and personal network. “No. Dance with the one that “brung” you. Don’t confuse visibility with credibility. Don’t assume the credentials are the power. Save your big favor requests for the big issues. Many people assume a solid network just happens or can only be built by extroverts.” 5. Don’t join any organization solely to advance your own interest. flowers. your network has to be as good as or better than your own company’s. 3. Don’t be a schnorrer. 6.

ask. 8. Don’t stall. draft a questionnaire and put it where your customers can pick it up. it’s you. Make a genuine effort to modernize your skills and knowledge. Don’t underestimate the value of the personal touch. Remember that your network will be as fast broadcasting your failures as it is broadcasting your successes.7. 10. Don’t be slow to answer the call. It probably isn’t just your network that’s aging. Even if you never expect to have your effort repaid. Catch the zeitgeist. ask. 9. 4 11 Harvey Mackay Dig Your Well Before You’re Thirsty . Small businesses must know how to network with their customers and prospects by emphasizing a level of personal service and attention that the big businesses can’t. If you don’t know. Even if you do know. To compete.

People aren’t strangers if you’ve already met them. Keeping a Rolodex is a lot like getting dressed in the morning. The trick is to meet them before you need their help. When two people exchange dollar bills. It doesn’t matter so much how you do it. When two people exchange networks.” But “no” is the second best answer there is. each has only one dollar. illness. The idea is to compile a list of people you can count on. The idea is not to see how many people you can meet.N ow that we are familiar with the mistakes. what tips does Harvey Mackay have for building a solid network? Here’s a partial listing: Your best network will develop from what you do best. Don’t let them get too far away. it just matters that you do it. At least you know where you stand. 4 12 Harvey Mackay Dig Your Well Before You’re Thirsty . What do you have to offer that makes you memorable? What connects you with the person you most want to be remembered by? Networking is not a numbers game. People drop out of sight for reasons. they each have two networks. Out of sight doesn’t have to mean out of mind. One reason that people are afraid to network is that they don’t want to hear the word. “No. usually the wrong reasons—job loss. divorce.

most emphatic and most credible reflection of your success and your talents. only your network is permanent. Your network is the best. The old 80/20 Rule still holds true. 4 13 Harvey Mackay Dig Your Well Before You’re Thirsty . and even whole companies are transient. Safeguard it. And you’re never too young.In a world where information. Twenty percent of your network probably provides 80 percent of the value. either. jobs. but whatever it is undoubtedly will be based on the contacts I made today. What have you done for them lately? You’re never too old to start networking. I don’t know what I’ll be doing a year from now.

and neighbors is the foundation of their network. take a few minutes 4 to respond to the questionnaire and assess your network’s strengths. So when it’s time to go to your well. 14 Harvey Mackay Dig Your Well Before You’re Thirsty . Adding notes about personal and professional activities. You will also tap into your contacts’ networks. they overlook the fact that their day-to-day interaction with customers. They have already begun to dig their well. Proactively establish a plan for reinforcing your network well’s structure. colleagues. Surprisingly. After this program. So how does your network rate? Harvey Mackay’s “Networking Report Card” is found on page 30. special interests/goals. you will find it not only filled with contacts that go beyond the depth of your well. suppliers/vendors. Simply asking about and making notes of the achievements and accomplishments (and unsuccessful attempts) of these contacts will build the network’s depth.M any times people are reluctant to devote energy to maintaining their network. and other tidbits of information reinforce the strength of the well’s structural integrity. but that tap into the springs that feed your well.

such as. family description. Salespeople often maintain a customer profile for both existing and prospective customers. vendors/suppliers.Harvey Mackay’s lessons People don’t care how much you know about them once they realize how much you care about them. and lifestyle. direct reports. but also has personal data. A copy of the “Mackay 66 Customer Profile” is provided on page 34. associates. A valuable technique for assessing the strength and scope of your network is to keep records of your professional and personal contacts. neighbors. The profile includes information about the customer’s business needs and buying preferences. education. 4 15 Harvey Mackay Dig Your Well Before You’re Thirsty . and even friends. Merely expand the usage of this profile to encompass customers. This is the same type of information that becomes invaluable when it’s time to “dip” into your networking well. colleagues. special interests.

jot down tips for organizing the information stored on your personal Network Rolodex. In the space provided.Harvey Mackay’s lessons What are two of the most important words in the English language? Answer: Rolodex File  Directions Harvey Mackay is an advocate of creating and maintaining a “Network Rolodex”. 4 16 Harvey Mackay Dig Your Well Before You’re Thirsty .

5 17 Harvey Mackay Dig Your Well Before You’re Thirsty . an organization cannot remain competitive. enthusiastic individuals. Kurt Einstein. and motives. a renowned researcher of employee selection.5 Hiring the “Right” Person for the Job Harvey Mackay’s lessons What’s the worst mistake a manager can make? Make a bad hire. T he individuals employed by an organization are its lifeline. Dr. The questions and the manner in which they are addressed by the candidate reveal much about his or her character. competent. Directions In the space provided. The questions are found on page 38. values. jot down tips for identifying and selecting the most ideal candidate for an open position. Without qualified. often suggested twenty questions that should be posed of prospective job candidates.

6 Managing the Workforce in Uncertain Times Harvey Mackay’s lessons It’s not the people you fire who make your life miserable… It’s the people you don’t fire who make your life miserable.  Directions Use the space provided to note key. 6 18 Harvey Mackay Dig Your Well Before You’re Thirsty . relevant points made by Harvey Mackay regarding firing techniques and fostering a positive workplace.

For example. they may be losing opportunities to excel in the current business arena. yet some people’s perceptions are slow to recognize the change.7 Seeing Perceptions for What They Are Harvey Mackay’s lessons Things are not necessarily as we perceive them to be. P erceptions and reality are not necessarily the same. the composition of the American workforce has changed considerably over the last thirty years.  Personal Notes 7 19 Harvey Mackay Dig Your Well Before You’re Thirsty . As a result.

Risk. M asterful negotiating requires common sense and practice. 4. Authority. no. The single biggest tool in any negotiation…is the ability to get up and walk away from the table without a deal. no” until your tongue bleeds. Know About No.” Don’t sugarcoat it. It’s how much people think it’s worth. don’t deal until you can sit down with someone who is. The diapers we wore in childhood weren’t the garments of helplessness. Pricing. “No. 1. Don’t talk yourself into “Yes” just to seem like a nice guy. They represent the first. look beyond the title and make sure that the person you are dealing with is in a position of authority to sign off on the agreement. Stretch to win: You don’t say “Whoa!” in a horse race. Read the list of tips provided below. before you start any negotiation. 8 3. and for the rest of our lives.” it’s “No. Go out on a limb…that is where the fruit is. It’s not how much it’s worth. Persuasion. If not. review the list.8 Mastering the Negotiation Process Harvey Mackay’s lessons Smile and say. no. From time to time (particularly before sitting down at the negotiating table at a car dealership). no. always. They were made for a shark. 5. If you can’t say “Yes. 2. we have had to figure out other ways of getting people to do what we ask of them. From the time we take them off. Always. 20 Harvey Mackay Dig Your Well Before You’re Thirsty . and probably the only time in our lives when we get exactly what we want just by hollering for it. No one ever went broke because he/she said “No” too often. no.

“Forget the contract. Don’t discuss any business where it can be overheard by others. 7. Contracts. “I’ll take care of it. We are judged by what we finish. 12. And. Self-Interest. A deal can always be made when the parties see it to their own benefit. 21 Harvey Mackay Dig Your Well Before You’re Thirsty . Still agreements prevent disagreements. it’s not just who you know but how you get to know them. Contacts. “Finishative” is vital. instincts are no match for information. Almost as many deals have gone in elevators as elevators have gone down. There is no more certain recipe for disaster than a decision based on emotion. A Feel For the Deal. More deals result from who you know than what you know. and you’ll end up with heart disease. but his or hers usually isn’t.6. Whenever someone says. 11. 9. 8 The walls have ears. It’s dealing with people who are honest. In the long run. The most powerful weapon you can possess in any negotiation is superior information. not by what we start. can be bought or sold if you put yourself on the other side of the table and see how the deal works to their advantage. Make decisions with your heart. The old adage goes: You lie down with dogs…and you get up with fleas. Initiative is important. Information.” 10. Leaks. The most important term in any contract isn’t the contract. 8. your word is good enough”—maybe yours is. There’s a place in the world for anyone who says. Follow-Through. Whatever it is you are trying to buy or sell. Always aim to build contacts on an even footing.

beware the late dealer. Reality Check II. If you want to learn the real reason. 16. and top poker players debrief themselves after every major session. You never know when that information may be solid gold. Be wary of the deal that’s too good to be true. Listening. Planning also means taking notes. 8 17. top athletes. The longer you have the use of your own money and control over the terms of any deal. Many people hear. Beware the naked man who offers you his shirt. 14. They always keep a “book” not only on themselves. money is almost never the real reason. When a customer says “No” based on price. If the customer can’t or doesn’t want to pay what the deal is worth. People go around all their life saying. Top negotiators. don’t deceive yourself into believing that just because it’s negotiable. No person’s credit is as good as his or her money. If you’re the seller. “What should I buy? What should I sell?” Wrong! The right questions are “When should I buy? When should I sell?” Time is almost always the seller’s enemy and the buyer’s friend. Dig your well before you’re thirsty. you don’t need the sale. studying those notes. Over-Negotiating. Timing. the given reason is seldom the real reason. and sharing your ideas with your colleagues. it has to be negotiated. an acquisition. 22 Harvey Mackay Dig Your Well Before You’re Thirsty . 15. dial up a third party with contacts to the customer but without an agenda. or a real estate deal. but their opponents. Greed. Whether it’s a labor negotiation. People don’t plan to fail. Planning.13. Few actually listen. 18. Never go for broke to get a deal. 19. they fail to plan. Feigning indifference or casually disregarding timetables is often just a shrewd negotiator’s way to make you believe he doesn’t care. In any negotiation. the more likely those terms are to improve. Reality Check.

Your attitude determines your altitude. No one ever choked to death swallowing his or her own pride. 23.  Personal Notes 8 23 Harvey Mackay Dig Your Well Before You’re Thirsty . 21. Attitude. They can always tell when you need the sale more than they need the deal. no matter what you pay for it. Your day usually goes the way the corners of your mouth turn. Arrogance. Experience. 22. Positioning.20. A dream is always a bargain. the person with the experience winds up with the money and the person with the money winds up with the experience. When a person with money meets a person with experience.

9 Being a “Differentiator” Harvey Mackay’s lessons Put a little fun and creativity into your business and life.  Personal Notes 9 24 Harvey Mackay Dig Your Well Before You’re Thirsty .

 Personal Notes 10 25 Harvey Mackay Dig Your Well Before You’re Thirsty .10 Visualizing Your Goals Harvey Mackay’s lessons Visualization or fantasizing is the most powerful means there is to achieving personal goals.

Here are a few gems that may brighten your day. 8. 9. No one ever kicks a dead dog. If you can afford to buy your way out of a problem… you don’t have a problem. It’s not what you eat…it’s what’s eating you. 2. 12. Cream doesn’t rise to the top…it works its way up! aphorisms 26 Harvey Mackay Dig Your Well Before You’re Thirsty . The single biggest tool in any negotiation… is the ability to get up and walk away from the table without a deal! 11. Nobody ever set a record competing against themselves. 15. 13. 4. If you can’t forgive your enemies…forget ‘em. I know that you don’t know… but you don’t know that you don’t know.) 7. as long as I don’t lose the cow. If you can’t win…make the person ahead of you break the record. 5. I don’t care how many pails of milk I lose. 1. You can’t saw sawdust. Rotten wood cannot be carved. 10. 14. You can take any amount of pain as long as you know it’s going to end. (Customers are where you find ‘em. Bass are where you find ‘em. If you want to keep someone in the gutter… you have to get down in the gutter and hold ‘em. 6. 3.Harvey’s Aphorisms H arvey Mackay’s years of experience in corporate and civic settings have allowed him to coin a number of aphorisms or adages that have been proven true time and time again.

18. My definition of money…is something you can get more of. 23.16. Knowledge does not become power…until it is used. 17. You either have a trained memory or an untrained memory. You can’t solve a problem unless you first admit you have one. 25. There is no such thing as having a poor memory. The pioneer gets all of the arrows. Ideas without action are worthless. 19. aphorisms 27 Harvey Mackay Dig Your Well Before You’re Thirsty . 21. 24. They don’t pay off on effort…they pay off on results. 22. You always want to travel first class… because it only costs 90% more. Those who have free seats at the play hiss first. My definition of pleasure… when you have to do something you’re totally unprepared to do. 20.

Many of the questions are thought-provoking. 1. Therefore. How might maintaining a “network rolodex” and an up-to-date personal profile sheet help in your networking efforts? 28 Harvey Mackay Dig Your Well Before You’re Thirsty . not what he or she can do for me. and reflect on discussion questions the content. The most important principle of effective networking is to enter the relationship with the mindset of what you can do for the other person. Most do not have a “right“ or “wrong” answer. absorb. How is that possible? How might an organization promote networking? How might a mentor or a parent go about coaching someone on the finer points of networking? 2. Effective networking benefits both the individual and his or her organization. but merely require you to ponder—to allow your mind to wonder and consider the possibilities.Discussion Questions Q uite a bit of information was presented during the program. the following questions have been posed to assist you in examining the concepts in greater detail and extrapolate how you might go about applying key learning points from Harvey Mackay’s presentation to your organization and personal life. Naturally it is difficult to simultaneously listen.

5. Write your own aphorism or select one of Harvey Mackay’s that is particularly relevant to you. Prepare a strategy for honing your negotiation skills. Some people view negotiations as a game of positioning and control.discussion questions 3. What experiences and/or training/education can be provided to better equip managers to become more effective interviewers? 4. Negotiation skills are learned. 29 Harvey Mackay Dig Your Well Before You’re Thirsty . Cite examples during which negotiation skills are important to your personal and professional welfare.

When I meet someone new. or a resource. 1 2 3 4 5 6. making a phone call. information. anniversaries. 1 2 3 4 5 2. I have a large network of people I can call on when I need help. 1. change of address—I can count on having correct name spellings. 1 2 3 4 5 7. I keep track of special things—like their family. advice. 1 2 3 4 5 3. 1 2 3 4 5 report card 4. addresses for everyone in my network. hobbies.Your Networking Report Card H ow good are your networking skills? Answer these questions on a 1 to 5 scale. I know about and acknowledge special dates like birthdays. I follow up with new contacts immediately—writing a note. 1 being not true and 5 being very true. 1 2 3 4 5 30 Harvey Mackay Dig Your Well Before You’re Thirsty . 1 2 3 4 5 5. and holidays. I add at least one new person to my networking file at least once a week. sales letter. When I mail something out—a resume. or sending a clipping. 1 2 3 4 5 8. I can easily find out when I was last in contact with someone by looking at my networking file. I record and file information about that person within 24 hours. titles. and achievements—that matter to my contacts.

I am usually able to locate one from my network. rank. but they’re hardly dangerous. Then try to find out who this guy is. or potential employer with special information or an expert resource. you don’t want to offend him. 1 2 3 4 5 10. 1 2 3 4 5 report card 12. I make it easy for others to add me to their networks by providing my business card. I can usually tap into my network to wow a prospect. When I want to give a business gift. When friends ask me for the name of a good resource on a particular subject. the curtain will come down when the dinner bell gongs. so you don’t know who he is or what he’s doing there.9. He’s not wearing a name tag. Do you: a) Interrupt the tirade and ask him his name. so you will return and hear him out. and he’s fixed on you as the prime member of his audience. promising to return. If he’s a heavyweight. one point for b) and zero points for a). if he isn’t. 1 2 3 4 5 11. and serial number? b) Wait until he stops to catch his breath and then ask for his credentials? c) Listen. and gracefully excuse yourself to greet a newcomer to the room. notifying them of address changes. Why get excited about a cocktail pundit? Everyone has encountered this type before and they may be obnoxious. make eye contact. A particularly argumentative and hostile guy is holding forth at a business reception—one you’re hosting with two of your peers. and. a boss. 1 2 3 4 5 13. give yourself five points. I can count on my networking file to give me an excellent idea of what the person might like. and keeping them informed about my career progress. hoping he’s just a windbag who drifted in to get a free drink? If you answered c). When the moment comes. 31 Harvey Mackay Dig Your Well Before You’re Thirsty .

” e) Use it to discredit the person who was careless enough to leave it behind. as much as you like and respect her. We sure will be able to use it. a clean transaction. You also should consider resigning your business position and answering a call to Holy Orders. clients. If you picked e). Frankly. even if you have a mean streak. and an additional network ally should you ever need one. On top of that. you get minus five points and a job working for Ivan Boesky. One of your best friends in the business community is having a corporate-sponsored seminar. thereby not only gaining the use of the valuable information but disrupting your competitor’s operation? Give yourself five points if you picked c). Picking a) or b) nets you a networking goose egg. anyway. No networking value in this choice. You have created extraordinary goodwill. I’d award one point for choosing d). You somehow come by a competitor’s list of resources. and make an appointment with its owner to return it? d) Put it in an envelope. but it proves you’re personally honest. Read it and pass it along to you colleagues? c) Put it in an envelope.14. 15. and she’s the keynote speaker. seal it without reading its contents. and mail it back to its owner with an anonymous note reading “interesting stuff. Do you: a) Explain this to your friend. expecting her to understand? b) Pretend you went to her seminar and go to the other? report card 32 Harvey Mackay Dig Your Well Before You’re Thirsty . you know her message by heart. Only a candidate for sainthood could have resisted taking a peak. seal it without reading its contents. and then ditch it in the incinerator? b) Photocopy it. Stash it. and P&Ls. there’s a competing seminar with well-known keynoters whom you’ve never heard before and would benefit from attending. Do you: a) Read it and absorb as much as you can.

but great work habits.c) Stick with your buddy? Five points for c). We read you loud and clear. call. You’re in your favorite city away from home. 16. 33 Harvey Mackay Dig Your Well Before You’re Thirsty . museum. theater. you have the entire day to yourself before you have to return to work. If you picked b) you get one point—poor networking instincts. except it’s an existing customer you haven’t seen in some time. As it turns out. Extra credit of two points if you can combine a) with either c) or d). You’re getting some results. Keep it going. restaurant. Your signal is coming through. and sporting event you can squeeze into 24 hours? b) Lock yourself in the hotel room and work the phone just as if you were back at the office? report card c) Pick out a likely but as yet untapped customer. and minus one point for b) the dumb but dishonest answer. It’s a lot easier to keep an old customer than it is to find a new one. the dumb but honest answer. tell the customer you find yourself in town with some free time and he/she is the one person you want to meet. You go to her seminar because you would want her to go to yours. Networks are as thick as blood. say six months? It’s d) for five points. Scoring 0–25 26–40 41–55 56–69 70–82 Now total your score for all 16 questions and rate your network: Your circuits are down. Three points for c). cold and unannounced. Do you: a) Go to every art gallery. but it could be a bit stronger. Nada points for a). could you take him/her to lunch? d) Same drill as c). Why not kill two birds with one stone and go somewhere special? Naked a) gets you nothing. but there’s still too much static on the line. This is not one of them. There will be times and places to hear the hot shots. You’re up and running.

) Weight (approx.) ____________________________________ Education 7. College extracurricular activities _____________________________________________________________ 11. Company name Address ________________________________________________________________________________________ ________________________________________________________________________________ __________________________ 3. Telephone: Business 5. If customer didn’t attend college. Birth date Place _______ Home __________________________________ / _______ / _______ ____________________________________________ ____________________ Hometown _____________________________ 6. Name __________________________________________________________________________________________ _______________________________________________________________________________ 2. is he/she sensitive about it? ___________________________ 12. College ____________________________________ Year graduated Year graduated Sports ________________________ ________________________ _________________________________________ _____________________ 9. Children’s interests (hobbies. High school 8. Height (approx.Mackay 66 Customer Profile Date _______ / _______ / _______ Customer 1. if any. Military service __________________________________ Discharge rank ________________________ Attitude toward being in the service ________________________________________________________ Family 13. names/ages 18.) 34 Harvey Mackay Dig Your Well Before You’re Thirsty . Home address customer profile 4. problems. Children. Spouse’s education 15. Anniversary ___________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________________ _________________________________________________________________ 17. Spouse’s name ________________________________ Occupation ____________________________ 14. Children’s education __________________________________________________________________________ ______________________________________________ 19. etc. College fraternity/sorority __________________________________ 10. Spouse’s interests 16.

Who are they?_____________________________________________________________ 27.Business Background 20. What do you feel is his/her immediate business objective? _______________________ 32. Is it a good relationship?__________________ Why? __________________________ 28. Previous positions at present company: Title ___________________________________ Title ___________________________________ 22. What other people in our company know the customer? _________________________ ___________________________________________________________ 29. Does the customer think of the present or the future? ___________________________ 35 Harvey Mackay Dig Your Well Before You’re Thirsty . Offices held or honors ______________________________________________________ 25. What business relationship does he/she have with others in our company? __________________________________________________________________________ 26. Dates __________________________ Dates __________________________ Dates __________________________ “Status” symbols in office __________________________________________________ Professional/trade associations _____________________________________________ __________________________________________________________________________ 24. What do you think is of greatest concern to the customer at this time—the welfare of the company or his/her own personal welfare? _________________________________ 33. Previous employment: (most recent first) Company _________________________________________________________________ Location __________________________________________________________________ customer profile Title ___________________________________ Dates __________________________ Company _________________________________________________________________ Location __________________________________________________________________ Title ___________________________________ 21. 23. What do you feel is his/her long-range business objective? _______________________ 31. Type of connection? ________________________________________________________ Nature of relationship? _____________________________________________________ 30.

Vacation habits ____________________________________________________________ 49. what and how much? ______________________ 42. Active in community _________ 37. etc. divorce. Politically active_____________ Party ________ Important to customer__________ How _______________________________________ Active ______________________________________ customer profile 36. On what subjects (outside of business) does the customer have strong feelings? __________________________________________________________________________ Lifestyle 40.e. Medical history (current condition of health) ____________________________________ 41. Clubs. AA member. Religion ____________________ 38.) _______________________________________________ 39. Does customer drink? _____ If yes. Favorite items on menu______________________________________________________ 46. object to others?___________________________ 44. Spectator sports interest: sports and teams ____________________________________ 50. is customer offended by others drinking? _________________________________ 43. Kiwanis. Does customer smoke? ____ If no. Whom does the customer seem anxious to impress?____________________________ 36 Harvey Mackay Dig Your Well Before You’re Thirsty . Favorite places for lunch ____________________________________________________ dinner ____________________________________________________________________ 45. fraternal associations. etc. Highly confidential/sensitive items not to be discussed with customer (i. What kind of car(s) _________________________________________________________ 51. If no. Does customer object to having anyone buy his/her meal? _______________________ 47. Conversational interests _____________________________________________________ 52. or service clubs (Masons. Hobbies and recreational interests ____________________________________________ 48.Special Interests 34..) ______________ __________________________________________________________________________ 35.

Minneapolis. what? _______________________________________________________________ 60. Does the proposal you plan to market to him/her require the customer to change a habit or take an action that is contrary to custom? ____________________________ 61. Can you help with these problems? ________________ How? _____________________ __________________________________________________________________________ __________________________________________________________________________ 66. How does he/she want to be seen by those people?_____________________________ __________________________________________________________________________ 54. your company. MN 37 Harvey Mackay Dig Your Well Before You’re Thirsty . Does your competitor have better answers to the above questions than you have? __________________________________________________________________________ ©1983 Mackay Envelope Corporation. What are the key problems as the customer sees them? _________________________ __________________________________________________________________________ __________________________________________________________________________ 64.53. Does the customer feel any obligation to you. What are the priorities of the customer’s management? __________________________ __________________________________________________________________________ 65. What moral or ethical considerations are involved when you work with this customer? __________________________________________________________________________ 59. Is he/she primarily concerned about the opinion of others? _______________________ 62. What do you feel is the customer’s long-range. Is he/she very self-centered? ____________________________ Highly ethical? _______ 63. What adjectives would you use to describe the customer? _______________________ __________________________________________________________________________ customer profile 55. What do you feel is the customer’s immediate personal goal? _____________________ __________________________________________________________________________ The Customer and You 58. What is he/she most proud of having achieved?_________________________________ __________________________________________________________________________ 56. personal objective? ________________ __________________________________________________________________________ 57. or your competition? __________________________________________________________________________ If so.

“I offered some ideas that I felt were constructive. “He negotiated the rapids without tipping over in his canoe and drowning. (from the book Sharkproof) 1.” The answers I give here don’t go quite that far./Mr. or “I’d take courses at night when everyone else was in the bowling league and I was told I was an oddball. trying to stay alive.” You must provide something that isn’t so serious as to be disqualifying yet not so trivial as to appear that you’re either concealing your flaws or taking the question too lightly. though. Did you agree or disagree and why? KE: If he agreed with some…you’ve identified an area of weakness. Perfect” answer. I still think we’ve got the right approach. but they are borderline. HM: Agreeing with some of the criticism seems to me to be a lot better answer than agreeing with none of it or all of it. hoping to draw blood. like “I’m a workaholic. because the inevitable follow-up request is: “Okay. hard to manage. Every question is a potential trap. where the interviewer is continually thrusting and probing for information. while the candidate is parrying. where saying either too much or too little can be fatal. HM: Bag this answer: “I’d like your job. negotiating as in. that’s a distinction without a difference. I’d give high marks to a candidate who came up with something like. or “I usually finished my assignments more quickly than my peers and some of them resented it”. so it’s a lot easier to eliminate unsuitable candidates than to attempt to find the one perfect applicant.Dr.” Don’t try these. An interview is a kind of ritual duel. Only a megalomaniac thinks he or she is always right and only a schnook thinks he or she is always wrong.” If you ask me. unless you can back it up. Where would you like to be in 3-5 years? 5-10 years? KE: Observe whether candidate plans ahead and sets goals. but I was told not to rock the boat”.” I have to admit that others. 2. They would advise shifting the emphasis off yourself with something like “I’m learning to be more tolerant of the mistakes of others. What have you been criticized for during the last four years? KE: It’s interesting to know what the candidate would admit to.” interview questions 38 Harvey Mackay Dig Your Well Before You’re Thirsty . I didn’t know I was speeding. if he disagreed with all…an inflexible candidate.” or “I’m a stickler for detail. like the National Business Employment Weekly. 3. are quite critical of the “Little Ms. prove it. HM: This question is a real test of your negotiating skills—that is. wise guy. Kurt Einstein’s 20 Most Revealing Interview Questions and Answers There are always more job candidates than there are jobs. Harvey Mackay’s advice is for the interviewee.” It’s been overworked more than “Officer. Kurt Einstein’s comments apply to the interviewer.

What are good things to like least? Well.” So. since you probably don’t have a clue at this time what your potential boss is like. 97 percent said no. Ask them to explain in detail. I’ve barely had any real supervision or direction. adjust your plan to meet changing conditions. move in for the kill: “But. What would you like to change in this job to make it ideal? KE: Why would he want to change it? HM: “I don’t think it should be changed. There’s a study you should be aware of: Over a quarter of a century ago.. HM: Get beyond the obvious—i. isn’t it? Particularly. Three percent said yes. What activities in your position do you enjoy most? KE: Indirect way of ascertaining areas of weakness. if you really pinned me down. “Being part of a winning team. I’d hope to be able to handle even more responsibility. 4. for one. HM: If you have strong feelings about what you like best. 2) your interviewer is probably aware of the study. “bad morale. I’d say it would be someone who gave me enough direction so I had a specific idea of what was expected of me and had enough restraint to let me do my thing without hovering over me every step of the way.” How would you describe the most or least ideal boss you could choose? KE: Indicates personality preferences. The three percent with the goals had 97 percent of the wealth. Indicates “would he or she fit with future boss. You should finesse this one a bit: “I’ve worked with hard-driving.” And then. They interviewed the same group again after twenty-five years.” Who wants to be part of a losing one? 39 Harvey Mackay Dig Your Well Before You’re Thirsty .” HM: Cute. I do think it has to be mastered. specific career goals. and that’s an exciting and challenging opportunity. an Ivy League university interviewed a class of graduating seniors and asked them if they had clear.interview questions How do you expect to get there? KE: This will indicate whether the previous answer was truthful or programmed. you’re also revealing the opposite…what you like least.” Be clear and specific as to how to meet the requirements and responsibilities and obtain the skills to execute your career plan. stay focused. and I’ve worked with bosses who’ve had such a light touch on the throttle.” or “I plan to take lots of courses. I can adapt to any style. “hard work. you might say. at some point in my career.e. Two conclusions are obvious: 1) set goals. demanding bosses.” 5. Obviously.

why not? KE: Secure people have less problems giving praise then insecure people. Is this person arrogant and aloof? Does he or she get along with people? The grouping “friendly. c) Give warning. such as “goaloriented. so I love to give it. Development of self-esteem. This is the real world. Confront culprits point-blank and try to persuade them to change the erroneous report without issuing a specific threat as to what your conduct will be if they don’t. likable. So get real. but still weak. Understandable. Psychological attitude toward praise indicates interest and ability to motivate. Gives indication as to morality. another finesse.” All great attributes. Best to combine a few virtues to suggest strengths in both ability and personality. The third answer is acceptable. If you can’t even be trusted to protect the company’s interests against dishonesty.” How would your subordinates or peers describe you with three adjectives? KE: What are the differences? Is the candidate sensitive to how other people see him or her? HM: In my opinion. How would you describe yourself in three adjectives? KE: Delve for three negative adjectives.interview questions 6. HM: “I love to get it. HM: Here’s another loaded gun. which has the virtue of being a bit more proactive than the third answer. Common answers: a) It’s not my business. 7. but even positive ones can have negative implications if they’re grouped in a way that suggests a weakness. honesty. no negative adjectives need apply. reliable. Two is best. For instance. and ethics. cooperative. but when grouped together suggest an absence of human qualities. why should they hire you? This isn’t swiping cookies out of your third-grade classmate’s lunch pail. 40 Harvey Mackay Dig Your Well Before You’re Thirsty . and then smile sweetly and wait for the next question. What would you do if you detected a peer falsifying expense records? KE: Indicates passive or active approach. the first answer is so bad I’d be tempted to stop the interview right there and send the candidate home. successful. There’s a fourth approach. the correct response is to give the same answer you gave for number six. Do you think you praise enough? If yes. “intelligent. ask: What makes you think so? If no. Obviously. b) Report it. It finesses the conflict between being a squealer and letting someone rip off your employer. a team player” suggests fine personal qualities but a possibly weak performer. barely. efficient. HM: In my opinion.” 8.

would you rather draw up plans or implement them? KE: Draw up: Has tendency to think. not to let defeat get you down or become a habit.000 to spend during the first year any way you felt appropriate? KE: May reveal areas of weakness if job related. one example is too few: It suggests rigidity. shows sympathy. you don’t “blame others” for your own failures. Implement: Has tendency to be a doer.” “It’s beyond my control. In my opinion. you would have been able to come up with whatever number of additional failures were needed. Three examples are too many. And. what would be your key objective? Why? KE: Look for: “It was deserved.” “Keep company image clean. conceptualize. follower (can be positive or negative). That response suggests that had the questioner asked for more than three. First. theorize.” the course work you describe is more advanced than that required for the immediate job. “Why?” because it is intended to probe for evidence of weakness. such as taking courses. 12. and that succeeding is a lot better than failing.” Or: Considers employee’s feeling. innovate. Pick two—i.interview questions 9.” “Protect myself legally. but admitting to having caused several total disasters is hardly in your best interests.. most grudging admission of the possibility of error. what? HM: Kurt’s notes spell out the elements of a winning answer. of course you are “self-assured.” Finally. no problem. 10. When you fire somebody. 41 Harvey Mackay Dig Your Well Before You’re Thirsty . be better prepared. But you must be prepared for the inevitable follow-up question. a willingness to make only the barest. obviously. HM: Don’t choose “implement” unless the major piece of equipment used in the job you are applying for is a broom. 11. So be sure that if you answer “education. an attempt to get an A+ that netted only an A. other than severing them from the company. Hardly “real” failures. State three situations in which you did not succeed? Why? KE: Does he or she admit to any? Blame others? Is the candidate self-assured? Has he or she learned from it.” “Get inside scoop/grapevine. risk taker. hey. What would you do if the company you had just joined gave you $3. Or a second-place finish in whatever. admit to having failed at something. what “you’ve learned” is to try harder next time. and if so.e. Important question is WHY? HM: The obvious answer is the right one: a job-related use. such as your lack of adequate experience or training for the position you’re seeking. Next. or poor attitude if not job related. If you had a choice.

the employee’s performance did not meet our standards and expectations. they want to set it a little higher for the next jump. but my guess is that the only really wrong ones is to overreact and make a big deal out of it. I’d answer in totally deadpan fashion: “I think this may have come up earlier. I said I felt no need to change the job itself. achieving them.”’ Follow-up question: “Why?” Follow-up answer: “From the company’s point of view. KE: Discuss: Significant. What would you like to change in this job to make it ideal? KE: How does the candidate respond when an authority figure makes an error? HM: Here’s the trick question of all time: question 4 is repeated here as question 14.” 13. and setting new goals. this one is designed to measure how forthright and honest you are in your reactions to an authority figure. HM: A tougher version of question 1. We all fib occasionally. 42 Harvey Mackay Dig Your Well Before You’re Thirsty . if the opportunity arose. This time the authority figure has not just made an inadvertent “error. borderline lies. I would lean toward answers that stress the satisfaction of setting goals. performance was still not adequate. to assume even greater responsibility at some later point. But there’s really a lot more happening here than meets the eye. and as I recall. Companies see employees the way track and field fans see high jumpers. the need was to master the job as it is and then. Every time the athlete clears the bar.” He or she has issue a pronunciamento. now what? Is this some kind of weird psychological test? A memory game? Do you pretend it didn’t happen? Is the interviewer trying to see if you change your answer? Do you correct him or her? Are you made noticeably nervous by the interviewer’s “error”? Kurt doesn’t give us a clue as to what the “right” response is. HM: Your needs better track the company’s needs pretty closely.” 15. Like question 14. insignificant. Did you notice? If so. Would you say something that is not entirely true? Give me three examples when you did. Again.interview questions HM: “I felt I was acting in the best interests of both the company and the employee in question. this is to test your ability to walk the line between the answer that is too revealing and the answer that is too concealing. What needs do you expect to satisfy by accepting this position? KE: This gives candidates the chance to identify their most important career needs. or what you’re still going to be needing is a job. 14. Despite repeated attempts to help the employee improve.

Most of us do. or. Unions threaten management. I don’t see anything the matter with challenging the we-all-lie premise. what would they be? KE: Ask for examples. money. so the premise on which the question is based is: YOU LIE. so the firing shouldn’t have come as a surprise. the customer hopes to achieve the company’s goal without 43 Harvey Mackay Dig Your Well Before You’re Thirsty . perfectly legal. as you say. that when I have lied. probe further for candidate management and motivational style. The customer knows how inconvenient it would be to commit the time. If you encountered serious difficulties on this job. and not every meal where I’ve been a guest has been worth four stars in the Michelin Guide. So I have to tell you. It’s designed to weed out average applicants and locate exceptional ones. He or she has said that everyone lies and everyone includes you. fib. I’ve known people I believe never to have lied. I cannot say I have met that standard myself and have never lied. though. By threatening. I’m afraid not every baby I’ve seen is movie-star material. fibs. For instance. Employers threaten employees. I know I have. when the person saying it can have a considerable impact on your future. What’s happening here is you’re being tested not only on whether you fib but whether you will allow a perfect stranger to say that you do. even then. The hope is that the employee will get the message and move on before the discharge takes place. this test isn’t designed to provide employment for candidates who most nearly correspond to the norm.interview questions a moral judgment set forth as a statement of fact. All beautifully contained and concealed in this perfectly innocent-sounding. Am I reading too much into this? Perhaps. But remember. a customer threatens a supplier with replacement if punctuality doesn’t improve. What benefits can be expected from threatening an employee to do better? When would you do that? KE: If answer is other than NONE. I don’t think your premise is correct. I’d answer as follows: “Oh. HM: Threats are as common in business as coffee breaks. The threat is used in hopes of thwarting subsequent legal action…” We warned him or her. I’ve tried to confine it to social situations.” No one is fooled. and effort to find a new supplier and. plain-vanilla interview question.” 16. in fact. And THAT is the only benefit of threatening. I will say. It’s a calculated prelude to discharge. not know if the new supplier would be any freer from defect than the old. Management threatens unions. I don’t think everyone lies. 17. perfectly conventional. HM: Threatening employees is usually not an attempt to improve performance. In my life.

all of whose members have been equally abused by “Coach. you want to continue to grow professionally. and since your research has led you to believe this is the kind of place you can do it in. intense time span as part of a team. Bob Knight. Do you agree? If you do. And again. Why hesitate to take the action announced if you’re willing and able to act immediately to achieve your goal? 18.interview questions effort. Where the personnel are mature. on the theory that giving only one shows arrogance and inflexibility and three is a classic display of wimpiness in going along with whatever the authority figure demands. I’d try to turn the question around so you can give yourself the opportunity to play to your strengths and not to your weaknesses. it’s not a concern at all. and you’re going to continue to take self-improvement courses. b) Fear. Secondly. HM: I’ve already indicated why I believe threats are overrated and misunderstood.” won’t work in just any setting. Your only concerns are that you have the opportunity to excel. 44 Harvey Mackay Dig Your Well Before You’re Thirsty . no one can have too much education nor preparation. So. well. HM: Another attempt to get you to spout negatives and reveal yourself as a bundle of psychoses. I’d stick with providing two instead of the requested three. 20. and there are various volunteer organizations you’re interested in. Thus. experienced. a threat is very often a sign of weakness rather than of strength. such as Boy Scouts. c) Example. you give the time-honored positive response. the Indiana University basketball coach. Again. We all have negative areas we would like to improve. Since you fear nothing. But what motivates a nineteen-year-old college sophomore to excel in athletics over a brief. How do you motivate people? KE: a) Threat. Girl Scouts. and so on. is a master at goading players into performing. both those that provide professional training and those that are designed to help upgrade personal and interpersonal skills. you never seem to have enough time to perform service work on behalf of others. 19. While you are certain you have the tools necessary to perform the job in question. What are three things you are afraid to find in this job? KE: Explore candidate’s FEARS (realistic or not). could you give me three areas in which you would like to improve? KE: Weakness…understanding of oneself. HM: Another “we-all”er but this time worded in such a way that you’re given the option of agreeing or not. Fear works. Thus. now you can agree.

even for a lifetime. the spark that lit that fire had to come from somewhere.interview questions and professional. Extra Answer: When do you think you have arrived? (Definition of success) KE: a) When I can collect Social Security. the voice inside you that tells you to show ’em your stuff. then external forces are merely temporary. will think he’s a coward if he doesn’t go with the flow. b) When I am president of the company. imposed from without. I think the best motivator. what you believe. like the other motivators. constantly chafing at the bit. coming and going with the people who are imposing them. HM: My definition is when you’re rich enough to eat the heart of the watermelon and throw the rest away.” Difference between “wanting” and “having” to succeed. But peer pressure. the one that is most likely to stick with you. the guys he’s bivouacked with since boot camp. once it becomes part of you. It can be the product of your home environment. despite its powerful impact as a motivator. It’s because his buddies. which means the values expressed are someone else’s. But wherever that spark comes from. c) When I have your job. your drive to achieve success. is the one that comes from within. What makes an eighteen-year-old kid risk his life in combat? It sure isn’t because he thinks his second lieutenant is such a prince. your religious upbringing. I’d say “selfstarter. 45 Harvey Mackay Dig Your Well Before You’re Thirsty .” That’s what the armed forces use to motivate soldiers. If you’re looking for a one-word description of a truly motivated person. d) I will never arrive…neurotic need. It tends to work best on young people. is. they will not regard mistreatment and claims of absolute authority as a source of inspiration. and they are more easily influenced by others. One of the most powerful motivators is “peer pressure. because their personal set of values is not yet fully formed.” Sure. Explain “Compulsive Achievers.

Harvey is the author of Swim With the Sharks Without Being Eaten Alive which was on the New York Times bestsellers list for 54 weeks and rated the “#1 Business Book” in the United States for 1988. Harvey’s next book. and the University of Minnesota National Alumni Association. Sharks has been translated into 35 languages and distributed in 80 countries around the world. Billy Graham. both Swim With the Sharks and Beware the Naked Man were named to the New York Times “Top 15 Inspirational Business Books of All Time. to name only a few. Detroit Free Press. Dig Your Well Before You’re Thirsty. Gerald Ford. Gloria Steinem. the Envelope Manufacturers Association of America. also became a national bestseller within weeks of its release in 1993. Harvey Mackay Dig Your Well Before You’re Thirsty . with annual sales of $70 million. and the late Norman Vincent Peale. titled. Harvey’s third book. He is a graduate of the University of Minnesota and the Stanford University Graduate School of Business Executive Program. Sharkproof. and Minneapolis Star Tribune. this time on networking. Mimi. Robert Redford. Denver Post. It’s no wonder Sharks has been endorsed by dozens of well-respected opinion leaders such as Tom Peters.About Harvey Mackay about harvey mackay 46 H arvey Mackay is chairman and chief executive officer of Mackay Envelope Corporation. In less than three weeks it became Harvey’s third New York Times bestseller. Ted Koppel. In July 1997. Harvey is a nationally syndicated columnist with United Feature Syndicate. Beware the Naked Man Who Offers You His Shirt became his second New York Times #1 bestseller within two weeks of its bookstore debut. and former number one ranked tennis player in the state of Minnesota. Harvey has written a fourth blockbuster book. In 1990. a business he founded in Minneapolis in 1960. Mackay Envelope employs 500 people and manufactures 15 million envelopes per day.” Now. however. His weekly articles are distributed in 52 major newspapers across the country including the Arizona Republic. It has sold over four million copies worldwide. Carol Ann. and their children David. and JoJo. and five grandchildren. His greater loves. He also played a key role in bringing the 1992 Super Bowl to Minneapolis. are his wife of 36 years. He is an avid runner and marathoner. Harvey is the past president of the Minneapolis Chamber of Commerce.

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