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Who is Dan Kennedy?
If you are not familiar with Dan Kennedy, he is a serial, multi-millionaire entrepreneur, in his 35th year as a sought after, celebrated business and marketing advisor, presently communicating his advice to over 1-million business owners annually. His No B.S. Marketing Letter is the most widely read, paid subscription newsletter of its kind; he is a columnist for Entrepreneur.com and BusinessAndMedia.org; and author of 14 business books, which have earned spots on Inc. Magazine’s List of 100 Best Business Books as well as Business Week and Amazon bestseller lists more than a dozen times, as well as praise from Forbes, Success and Entrepreneur. His private clients routinely travel to him and pay upwards from $18,800.00 per day and hundreds of thousands of dollars per project, for his sage advice – you can get a concise presentation of the five business strategies he ranks as essential in this new Report, at no cost whatsoever. If you can handle a candid, no-holds-barred analytical assessment of the current and coming marketplace and selling conditions we confront, the risks and hazards as well as the opportunities, and the failures of the majority of entrepreneurs and marketers to respond effectively, then this timely Report is must-reading.
Table of Contents
Five ESSENTIAL Strategies
Aggressive Diversity……………………………………………………………….………...page 5 Profit Margin Protection…………………………………………………………...…..…….page 6 Focus on Quality, not (just) Quantity…………………………………………….…….…..page 7 Return to Salesmanship………………………………………………………...…………..page 8 Truly Earning Your Success……………………………………………….……………….page 8
BONUS Section: Selected Essays and Articles
How to Sustain Prosperity as an Entrepreneur……………..…………………………..page 11 Moving to Higher Ground………………………………………………………………….page 12 The Keys to Succeeding in Business………………………………………………….....page 13 Overcoming One of the Best Excuses Available……………………………….……….page 14 Are You Smarter than the Goose?.............................................................................page 15 People Love to Buy…………………………………………………………………….…..page 16 Dead Man (or Business) Walking…………………………………………………….…..page 17 Where the Greatest Opportunities are Often Concealed…………………….………..page 18 Reality Bites, Many…………………………………………………………………….…..page 19 Wretched Excess and Thanksgiving………………………………………………..……page 20 Scotch, Water, and Philosophy………………………………………………...…………page 22 The Decline and Fall of American Civilization………………………………………..…page 23 Bowl and Grow Rich?................................................................................................page 24 The Importance of Personal Philosophy……………………………………………..….page 25
Managing the Sales Process…………………………...…………………………………page 27
FIVE ESSENTIAL STRATEGIES Tough Talk for Tough Times 4 .
continue to face sudden slaughter. and that there are better times ahead.com Essential Strategy #1: Aggressive Diversity I have long taught that the worst number in business is One. This has happened in the past. Many had let themselves become entirely or almost entirely dependent on traffic to their sites via Google® media.one key account. and its negative strength should not be under-estimated. *My newest books are No B.and within that. and prosper. In a recent. with infomercials. but there’s a very. reduced hours. E-mail nondelivery and non-readership is an acknowledged. I was delighted to see that. This is a stiff wind to be building businesses or selling against. The death by starvation of the weak and wimpy business owners is far from over. some went from doing very well to extinct overnight. frankly. through regulatory action. one marketing method or source of business. etc. “cold” tele-marketing. whatever success you have now is illusion. had gone from little use of direct-mail (still. This caution continues. which I write about in-depth in my newest books*. broadcast fax. no matter what. or source of customers. off-again client I’ve worked with over 20 years. with no advance warning whatsoever. Sales Success For The New Economy.NoBSBooks. in December of 2009 and January of 2010. different media…. Google® suddenly and summarily evicted 30. one product or product line. you asked for it. available at all booksellers or via www. Most of the most critical fundamentals remain poor. worsening problem. But let’s not get carried away. it will have been invited through your door by your own negligence. tops 17% nationwide. THE 5 . You will get no sympathy from me.000 advertisers and banned them from using Google® media. to step over their rotting corpses. referring to foolish or lazy or cheapskate over-dependence on any one thing…. that most business owners operate in stubborn denial of as a reality to be managed: the sudden loss of a source of customers and sales or of a means of selling. and entirely dependent on their web sites for sales. movement to lesser paying jobs. and will top 20% nationwide this year. That requires a particularly tough-minded approach. when disaster strikes. and those who ignore it. masking an equivalent vulnerability – and. This Report is for those determined to do whatever it takes. means of acquiring customers.Dateline: Early 2010 Introduction There is some general lifting of anxiety and malaise. they had transformed their business from being 90% dependent on one media for acquiring customers to bringing in significant numbers of customers via eight major. It has nothing to do with positive (or negative) thinking or optimism (or pessimism). There is a NEW ECONOMY with new demands on business slowly developing. lengthy meeting with an on-again.S. This is illustrative of a negative “phenomenon” that occurs over and over and over again. Business Success For The New Economy and No B. If you are over-dependent on any one media. very bumpy road leading there. only with doing what is needed. Unemployment plus significant under-employment ie. As example. is as high as 25% in some areas. isn’t there? An idea that we have seen the economic abyss but backed away. in recent years.S. And it’s good to feel some of that optimism.
further diversification offline does nothing to mitigate your overall vulnerability and weakness. creative process supported by all my newsletters and other communication. Rarely does the sacrifice of margin to buy business pay. services. there are many tactics. and that he is unfamiliar with. Mid-range restaurant chains went down this path. will be actively. This transformation was prudent. (They now mail 10-million pieces a year). marketing and sales strategies.most reliable media) to having it responsible for nearly 20% of all new customer acquisition. is much more a product of creative imagination that either idiocy or laziness. from altering the source of customers (to get better ie. as response to recession. critical numbers in your business. ongoing. Get to work on protecting your profits. I’ve been brought in by two different. beyond commoditized or easily compared “stuff”. we’ll-get-around-to-it C-list item. Ruthless Management of People and Profits (Chapter 43). responsible entrepreneur. not sacrificing them. you have to elevate the importance of what you offer and do. networking. as example. How do your protect profits? It begins with knowing and attending to the correct. and it is definitely not a sustainable strategy. on marketing methods and media that go beyond the one to several he presently relies on. you’re on your way out of business. went flat. It takes no imagination to slash prices. not a back-burnered.S. etc. here. any idiot can take this approach. In fact. seeking and processing information. and has been delivering diminishing returns throughout 2009. But I can. Essential Strategy #2: Profit Margin Protection There has been a trend in many categories of business. and many do. They were ahead of the problem instead of having to chase it. You are probably not a slave to Wall Street expectations in your business. 3: Escaping single-category dependence. bundling of products and services. in the New Economy. stop. Then. less price sensitive customers) to new or different products. discount and discount more. through voracious reading. as their original means of acquiring customers stalled. In recent years. aggressively engaged with this strategy in three ways: 1: Educating himself. Ultimately. keeping traffic up by slashing prices and profits…and a number of these chains now teeter on bankruptcy. No B. and trash profits. 2: Aggressively diversifying the ways he obtains customers – this diversification. Space here does not permit comprehensive advice on what to do – that is complex. significant-sized companies you would know by name. further diversification online does nothing to mitigate your overall vulnerability and weakness. tell you what you absolutely cannot afford to do. so you can operate more sanely. The intelligent. if your marketing is all offline. to buy activity at expense of profitability. for which I would refer you to my book. then. if you insist on being in the “stuff” business. his number one priority of this moment. if you will. and experiences to improved advertising. unfortunately late in their 6 . though. If your marketing is all online. If you’re doing it. Prosperity.
needing to give away all the profit to make a sale. Essential Strategy #4: Return To Salesmanship Roughly. in a sense. This. and any customer is as good as another. especially if the cost of acquiring them creeps up. on your clientele. no matter the short-term pain. destroyed from within by yielding to the temptation of quick ‘n easy fix of slumping sales via simplistic discount price/offer advertising. abbreviated illustration.5 times as much as an A customer. Cost Per Order…. Among my No B. Both were once healthy. these: control equals responsibility and responsibility equals control. and anybody adept at making excuses is usually inept at making money. If you blame it on competitors’ discounting.S. Sin #1: thinking a customer is a customer is a customer. they abandon one media and means of getting customers after another as “too expensive”. the economy boomed to such epic extent that consumers spent and bought with abandon. you must not do. Thus. a serious flaw in the way they were managing their marketing was drug into harsh spotlight: they were making all their advertising and media decisions based entirely on CPO. and acquisition and use of superior marketing. You can actually go broke acquiring large numbers of low quality customers. It requires better and better and better offers (thus trading away more and more and more profit). are operated with similar disregard for quality of customers vs. on anything but your own lack of creativity. it was undeserved. you give up all control over your fortunes. Not (Just) Quantity In a recent meeting with a very sophisticated client. As simplistic. Essential Strategy #3: Focus On Quality. and it’s not going to be the case for quite 7 . Consequently. The fish were leaping out of the water into the boat. you must reverse direction. effort and investment has been going to adding C’s. That is not the case now. disciplined. scooping up lowest hanging fruit. and there are fewer of them to be had. minimum thought. Soon. and almost all thought. from Reagan through part of Bush II’s second term. on the economy. must. And you must take personal responsibility for this. effort and investment going to getting A’s. particularly small businesses. painting themselves into a smaller and smaller and smaller corner until paralyzed. which we’ll call A. thriving leaders in their fields. determination. principles. B and C. The problem with this path is it leads downhill. but in current conditions. effective selling by skilled individuals literally disappeared. Those in C seem to cost twice as much to get as those in A. on your geography. in total profit. the business is at cliff’s edge. If you prospered and gave yourself too much credit.deterioration.without calculating the relative and differential worth of different types of customers drawn from different sources. to attempt rescue via radical changes in their positioning.5 more net income from the C’s. advertising and marketing. and the need for exceptionally well organized. their customers can be loosely divided into three different age/demographic groups. Most businesses. until they have only one or two means left for their use. quantities of customers. if there were half as many to get and it cost twice as much to get them. you still reap . They are like the Three Stooges as painters. Along the way. Sin #2: being unwilling to strategize and invest in acquiring more valuable customers. (Refer to Strategy#2). And if on this path. This has not entered into decision-making. But analysis reveals that a C customer is worth 4.
Gee. Marketing to the Affluent Letter). resorts.S. up until mid-2008. It is my conviction that a great many businesses deserved death. and in the past. There was a lot of crap to flush out. Sorry. It directly addresses the managing of the sales process within a business. well. finally.in part by resorting to short-term tactics damaging to the brand. too many interchangeable restaurants. Now. But it is a new reality for every business. much praised Starbucks found itself in serious trouble: over-stored. cache lost with core customers. I think you deserve being flushed away. If you’ve been coasting. as a choice.S. went to many different cities. sagging sales in under-performing locations. from my book No B. and I can tell you that the 8 . Chapter 30. Success now demands specific and unique relevance and importance to a target market. selling metoo.some time. delivering ordinary service. it got one. Ruthless Management of People and Profits is reprinted in Appendix A of this Report. too many financial advisors. while every place else is at best a gamble. the marketing concept of “complex value” is key. and the delivery of an exceptional experience for the buyer. prosperous businesses require and will revolve around solid salesmanship. Then a whole lot of them stopped biting altogether. tactics and skills of selling. the marketing concept sometimes called “category of one” is key. you would recognize that there is a more abundant supply of everything than we need. quite grudgingly re-engineered its product to actually taste good. destinations. In short. Provide that or perish. It’s still in progress. let alone mediocre. Too many brands of cars. My wife and I can afford to vacation just about anywhere. same-as-the-other-guy stuff. It is no longer enough to be there. We are not alone. a great many entrepreneurs deserved pain and suffering. You need profound reason for your existence in this market. You have to decide how it applies to yours. We have gradually narrowed to nearly every vacation at a Disney resort in Florida (and our kids are all grown). Suddenly even the much celebrated. My new book No B. too many dentists. even the giant Wal-Mart eliminated 13. etc. I continuously study the buying behavior of affluent consumers (and report on it monthly in the No B. If you would just objectively look around. Why? Because we can rely on Disney to deliver an exceptional experience and exceptional service.S. Sales Success For The New Economy discusses the actual strategies. and that the marketplace desperately needed an industrial strength enema to flush out all the crap – and by gum. going through the motions. all peddling the same ordinary stuff with different hood ornaments. as a courtesy. You wanting to make a living or grow rich is not a profound reason. Essential Strategy #5: Truly Earning Your Success As I said. That means different things in different businesses. the fish were jumping into the boat. at worst ordinary. from first contact all the way through the sale and beyond. It is no longer enough to have the cheapest or most conveniently accessible. Dominos has actually. you are no longer going to be rewarded for anything ordinary.000 jobs. did it really seem rational that there was an ever-expanding population eager to pay $5 for a cup of coffee? More recently.
9 . as well as other top business speakers including Zig Ziglar.000 on more than 220 occaisons. strategy advisor and direct-response copywriter. He is the author of 14 business books. addressing audiences of 10. bestselling authors.com and BusinessAndMedia.jettisoning of vendors and providers. As a popular business speaker. Business Week Magazine and amazon. complex value. (Information at http://www. direction and advice from bona-fide leaders in progressive marketing (like me!). celebrated direct marketing consultant. sports and Hollywood celebrities and legendary entrepreneurs. that’s reason to dedicate time. he spent 9 consecutive years on the #1 public seminar tour in America. If the concepts just mentioned here – category of one. multi-millionaire entrepreneur who has started. If you attempt prospering in the present conditions with yesterday’s methods and know-how. including titles appearing on Inc. Tom Hopkins and Jim Rohn. and narrowing spending from many in a category to few in a category. Brian Tracy. and the writer/editor of seven business/marketing newsletters.S.com bestseller lists more than a dozen times. He is also a columnist for Entrepreneur. The question: what do you know today that you didn’t know yesterday? has never been more important. Presidents. KENNEDY’S BEST. you’re in trouble. Marketing Letter. and is in his 35th year as a sought after. . build and sold businesses.NoBSBooks.S. Magazine’s 100 Best Business Books List. bought. About the author of this Special Report Dan Kennedy is a serial. notably including the flagship of Glazer-Kennedy Insider’s Circle. the No B. Income improvement is nearly always preceded by and product of personal and professional development. effort and money to acquiring information. Success and Entrepreneur.com).org. and praised in Forbes. ACCESS TO ALL OF MR. is a fast growing trend.000 to 35. unique relevance – are not familiar to you. CURRENT & TIMELY ADVICE can be facilitated via the special offer on page ___ of this Report. and sharing the platform with former U.
BONUS Section Selected Essays & Articles From Dan Kennedy’s Weekly Faxes & Blogs (for Glazer-Kennedy Insider’s Circle DIAMOND Members) 10 .
we are permitting the transfer of personal as well as corporate responsibility to government to expand and extend to every aspect of life at a never before seen pace. Too bad. I. A student of history I am. some (thankfully) hire consultants. let’s say. And I was in for 1-point of gross front and back. Temptation abounds. you. had an astrologer. I’m amazed at seeing seemingly smart entrepreneurs insisting on trying to hand off their marketing. 11 . Presently. sales or money problems has been derelict in this responsibility. in place of pivotal. Or of places that sell doughnuts. in fact. a bit strange. were. To cheat – there are no shortages of whatshername Hunters or Argentinian mistresses. and everybody else gets up in the morning and makes choices about the acceptance or out-placement or outright evasion of responsibility. so my consulting contracts have always contained a clause specifically prohibiting be-headings. Reagan having an astrologer is that – the overwhelming majority of people look. here’s a responsibility-laden strategic tip: sustaining prosperity as entrepreneur is about perennially moving to higher ground. Obama very recently spoke of the need for government to provide. the king or queen having an astrologer or other seer around for advice is a custom that goes way. I got paid very good money to go to meetings but ultimately nothing came of the project. with a pre-agreed cap of $1million. or have a ‘fall guy’ in place in case things go wrong. Some hire astrologers. Some pray and blame God. of all things – but they do. and may very well have relied on her for advice on everything from the timing of Ronnie’s trips to the canning of a White House staffer to who knows? The astrologer and her sister. “cradle to career” education for every child. the business manager.How to Sustain Prosperity as an Entrepreneur Many moons ago. quote. of course. really. Of course. Or of more entertaining busywork to do. A careful seer could literally rule the throne and enrich himself – but was always at risk of be-heading. potentially productive but unappealing tasks. Most everybody who has business. Some businesspeople even hand over authority to the customers and then blame them. at least some of the time. way back. It is entirely up to you to juggle making money this minute wherever you are with knowing that place will inevitably sour. its low-hanging fruit eaten and branches bare. Every single day. its fields go from verdant to brown. and with simultaneously charting your course to the next higher ground. or feel as if escaping risk. or some such thing. as too many of my good stories now begin. its river down to a trickle of brackish water. for those with accumulated frequent flyer miles. the one in Ben Suarez’ book (which I’m sure you’ve read) and the money-by-minute Psychic Friends Network. for somebody or something to hand over their personal responsibilities to in order to escape difficult thought or arduous effort. arranged with difficulty. The biggest temptation is to find somebody to hand off responsibility to. at the Naval Observatory at night when she alerted everybody to the distant plant Funicellio being out of astral alignment with the Freudian star system in the Shatner Galaxy. Some arrange colored stones in sand and blame Allah. The moral of the story of Mrs. So. Anyway…. and we were working with winning blueprints from the past for the back-end. I recall having to cancel a video taping. should anything go horribly wrong for his client. I was part of a project team working on the development of product and a TV infomercial with Nancy Reagan’s astrologer – who became famous overnight thanks to the disclosures that Nancy. Alert: it’ll take more than a village. because there is a lot of money to be made.
prospects they’ve always had. Almost everybody stays very stubbornly stuck in trying to dig deeper. Ford recently announced investing in a third. including the top guy at Vivid. financial formula or even geographic boundaries they’ve always had. busyness. faster. customers could fulfill their appetites without ever paying for anything. the meeting of the challenge of merchants of free. In consulting. that’s cash-for-clunkers pocket change. I heard analysts characterizing that as loony. Fortunately. proactive CEO. entirely up to you. a demo where they have no good franchise or. I’ll maintain the short-and-medium-and-long work. As is what you DO about it. but will run away from me altogether if I insist on a move to higher ground. In doing so. person and place.000 comic book characters. and could and should shutter more. engineer more harvest where they are and will gladly pay me for that. Now short-term is this year and next. 12 . thanks to the explosive growth of that market. being in the media business rather than the product business. means of acquiring customers. Fear. business model. This. Definitions change. In my 20’s. and found no one to send into that place to collect money. certainly every week. In short. franchise-making ability. He has also watched ‘Smallville’ and the entire CW line-up. and shrink product lines here. in which the smartest folks in that biz. Iger seemed most enthused about the acquisition of 5. Too many marketers remain “land-locked” with the same market(s). until now. the Marvel buy is about a move to and taking of higher ground. long-term is only 5 – 6. ‘The Business Of Porn’. He mused that his business might soon be about giving away the entertainment product and being advertiser supported. state of the art auto factory in China. and his worrying and musing is about finding the higher ground to move to. And the idea that you only need the well you have is foolish. In marketing terms. But Iger also talked about Disney’s interest in reaching teen boys and post-teen boys. Why? Lethargy. 4 to 7 years. Everybody has problems. but then Disney is spending real money and isn’t run by crazed lunatics. Being. medium-term is only 3 – 4 years. Ignorance. By Obama standards. or in the place ie. They are closing plants here. Including some barely used. too busy making a living to make any real money. this is all about ‘who’ and ‘where’.because the proliferation of free content had reached such proportions. worried over declining revenues despite access to an expanded and expanding range of media. medium-term and long-term business development. How YOU think about this is. plow harder. is a discussion I’ve been having in earnest with all info-marketers. hard as I may try. but until I do. and more customers than ever created by the internet…. I was taught to simultaneously work in short-term. media. to paraphrase Joe Karbo. I’ve found I can neither push or pull anybody to higher ground. I can stop altogether anytime I choose and soon will. personally. I watched a CNBC documentary. of course. In talking about the deal. Denial. He is a visionary. looked in his character cupboards. better technology. But I am working in all three places nearly everyday. were it not for union contracts prohibiting smart management. that meant current year to 3 years. distant future. I know I’ll drill some dry holes. given that Disney already owns more than enough characters to populate its own planet. incidentally. The higher ground is overseas.Moving to Higher Ground Picking up kinda where we left off…Disney did an astounding thing a few weeks back: they bought Marvel Entertainment for four billion dollars. but that’s the only way you strike oil. customers.
as business policy. It attracts a lot of enablers. And heck.A.org This will be a booming field. as meager or as rich as they may be. Many more people could than do. the Grand Opening of my addiction treatment center is coming soon. It seems we increasingly reward people making bad choices – at the expense of those making responsible. and as self-management policy. I stated #1 as “selfmanagement.DanWillTakeYouOutBehindTheBarmAndGiveYouTheButt-KickingYouSoRichlyDeserve. The first internet addiction residency clinic has opened in L. I’ll probably need and want to reign in. it is my opinion that most addicts – not all.The Keys to Succeeding in Business I predicted this – in writing – 3 years ago. I am a devout believer in choice. and social services folks who need jobs.500.00 and I’ll send you a Stop sign and a boot on a long stick. (where else). And as impolitic and insensitive as this is to voice. Truth is. Mark my words. they may be right. at some point. so why not? Send me $14. by the evermore expanded definition popular with academics. psychologists who need patients. I am a libertarian in this regard. though. what excuses you’re making. Being able to manage yourself for productive output and performance. rational thought. I happen to be addicted to making money and suffer withdrawal symptoms when I’m not. charging $14. profitable work much more beneficial than being addicted to alcohol.00 for a 45 day rehab program. what addictions and excuses you’re enabling others to make. Internet addiction will be officially recognized as a disability. I’ve found being addicted to doing productive. as parenting policy. most – choose to keep their addictions. and asked for the top 2 or 3 keys. I’ll stick your I-phone up your butt. and I find that repulsive. Interesting question. For example.” Same answer for just about any career or business. The one with the worst consequences facilitates many others.497. In any case. Writing wasn’t one of the top 3 requirements. and work at controlling it and channeling it in ways compatible with worthwhile goals. The opposite should be in place and abundantly clear as our socioeconomic policy. I’m serious. I’m not kidding. And I’ve avoided internet addiction or cell-phone addiction altogether. The other day. I think you should be entirely free to choose and keep your rewards. I acknowledge it’s an addiction that. have gotten into trouble because of it in the past. I only wish I’d gone ahead and gotten in the business. sane and responsible behavior. Being addicted to acquiring and processing information by reading books and newsletters and intentionally tuning into informative TV programs seems to serve me better than giving that same few hours a day to tweeting. with its incurable victims eligible for disability compensation payments from the already functionally bankrupt Social Security Administration. I happen to have a highly addictive personality. I’ll keep it. For a mere $450. it is the addiction to excuse-making. what addictions you’re choosing to continue. I was interviewed on the subject of succeeding in the business of professional. And my high school aptitude test did recommend my becoming a social worker. Some addictions are more benign than others. 13 . under the excuse of being compassionate and supportive. am aware of it. For now. It’ easy to apply to my bargain rehab online: www. and get you cured in 45 minutes. freelance copywriting. beat you to a pulp with your lap-top.00. The worst excuse-making addicts are usually surrounded by people readily accepting their excuses. selfreliant choices. maybe even escape its clutches altogether. everybody is an addict.
Good results from that are very short-lived. incomprehensible. popular Playboy Clubs. If you aren’t getting satisfactory results from them.or fix you. Oh. I’ve re-imagined my entry into the practice of therapy and announcing the grand opening of the Kennedy Center for Excuse Addiction Rehabilitation. and not necessarily for the better. just think of all those reward miles you’ll get when you plunk this on your credit card. car in every garage” largesse in its vocal rejection of these schemes. This is the refuge of the novelist or playwright soundly rejected by the marketplace: people are just too damned dumb to appreciate my extraordinary genius. You aren’t going to fix them. Now gone. no matter how right you are about what is best for them or how super a super-salesman you may be.97. cartoon character Pogo announced. you can’t just surrender to the worst behavior of the worst customers. well. No. Facts are funny things. more comprehensive repertoire of excuses than you came in with. Sure. too short of attention spans to sit still for a 30 minute presentation. It couldn’t possibly be that the business owner has permitted himself to be boring and irrelevant or worse. Think the once successful. and his customers welcome an excuse to rid themselves of him. just $445. more noble. Anyway. At end. you leave either cured. If it seems a bit pricey. During a 720-day residency. and they is us. complaining about them and blaming them won’t change that. customers’ tastes and preferences and demands change. To admit there is mass genius displayed by a public able too recognize your pretentious. profitable. Over-turning their pre-determined decision not to come to the ballpark will grind you down and wear you out. So we accept as fact that our customers have too tiny of minds. totally uninteresting horseshit for what it is. Act fast. 14 . the Think And Grow Rich principle least beloved is the requirement for a ccurate thinking. we all do it. The temptation is just overwhelming. Either way. It’s so much more pleasing than the polar opposite: blaming ourselves. Guest suites are limited. that all online video must be shorter than 8 minutes. well that is inconceivable. They come about often by mass acceptance. and even courageous refusal of promised “chicken in every pot.Overcoming One of the Best Excuses Available One of the best excuses available to businesspeople is blaming the customers. and a nice sun tan to boot. Fee. rational thought. Replace them . But whatever customers you choose are what they are. yes. millions of business owners accept as fact that it is the economy’s adverse impact on their customers’ ability and willingness to spend doing them in.997. I assure you. Millions. The population isn’t getting smarter. more creative. that’s just ridiculous given how smart we are. genius and benevolence of the health care system takeover by government – the thought never crossing their minds that the public may be displaying extraordinary judgment. addicts are treated with in-depth discussion of every single excuse ever imagined for failure of every conceivable kind. more studious. But you can’t long prosper selling what your customers don’t want or value. Lots of things go from successful to failure by refusal to recognize that the customer has moved on. Hill risked killing the book by even mentioning it. you’re a winner. Again. The possibility that we are failing to proffer compelling presentations or failing to reach the right audience. or with a far better. We have met the enemy. there are lots of liberal elitists sitting around decrying the stupidity of the public for failing to grasp the urgent necessity.
too. They get complacent and casual and secure. with our homes. with our personal relationships. and. With our businesses and their customers. And almost no matter how many times this bites us in the ass. and however bumbling they may be. And I always caution that decisions based on fear usually go badly. their assets. yes. It produced commitment to getting the house paid off and having a mortgage burning party. We can’t be onedimensional. Food was canned and stored in cellars. no bite. risks. is just as foolish as is permitting your life to be dominated by fears. Militant positive thinkers who deny anything that isn’t “positive” are as dangerous and toxic to themselves and others as are dyed-in-wool skeptics and cynics who see every sunny day only as precursor to tsunami. As much misery comes from the latter as from the former. and do not run away. with our personal safety. change and changing conditions. and a line of suitors is standing outside their door. I quoted Bezos: don’t fear your competitors – fear your customers. not discarded. Harold Geneen. That was Bezos’ point. We need a level of sophistication in our approach. and it was appreciated. with everything. distraction by hype. in form of a resentful. The squirrel quickly retreated a respectful distance. We need to respect gravity. hazards. as the masses are. In the October No BS Marketing Letter. etc. 15 . Money was saved up for holiday shopping in “Christmas Club accounts” at the bank. We need to know that anything that seems secure isn’t. We need to acknowledge that we have enemies – in Washington DC. scheming to disrupt our businesses and steal our money. who made ITT.” Even wealthy did not waste. Hunting is only authorized every few years. and know NOTHING ascends continuously. We must be skeptical and cynical and critical and analytical and optimistic and progressive and creative. bushytailed squirrel who inhabits the small woods immediately behind us and is often in the yard and occasionally up on the deck. a decade and then some after the end of the Depression. All this lasted late into the 1950’s. Fear is too strong a sentiment. But not to the woods. We need to get up in the morning knowing our customers have been losing interest in us during the night. some of our parents.” Maybe not. is all bark. that we make things secure day by day. in a competitor’s office just across town. souring employee sabotaging our efforts. dangers. underfoot. Husbands gave wives the paid off mortgage as anniversary present. Then the squirrels and the deer and the geese grew to believe that they were safe. famously said “Only the paranoid survive. including financial gravity. We need to be wary of clinging to ‘old ways’ but cautious about seduction by fads. their revenues. “just in case. The Depression put a lasting paranoia into our grandparents.. We fail to be eternally vigilant. is bound by the deck. The Million Dollar Dog raced out onto the deck to bark at the large. their staffs. He has learned that MDD can only get so far.Are You Smarter than the Goose? This morning. Appliances were actually repaired. Napoleon Hill was right about reigning in “the ghosts of fear” – read LAWS OF SUCCESS. there are a lot of them. so a bunch of deer lose their fear of people. But the absence of respect for threats. Earlier this year the not-very-bright Governor of my state gave a long-winded speech ending with the line “surely we are smarter than the goose. We are all guilty of false sense of security. instead of running up huge credit card bills that multiplied by 3X before being paid off long after Christmas.” Had Eisner taken that CEO’s advice to heart. This is why deer get so easily killed around here. he might still be Disney’s CEO. stand looking at me and the barking dog. etc. we repeat the behavior. They wander right into my backyard and they. This a dangerous belief should I open the gate on the deck.
Imagine even what President Obama’s halfbrother who lives in a hut and earns $9. Now they’re covered with gold laying around. A local favorite. like nowhere else in the world. Look up. be remarkably inept. bluntly. That the market can support all this. wild boar.00 a year (as I recall) would think. He had no idea. At one time. too. At one time. If that’s not what you’re seeing and experiencing. The old line was that our streets were paved with gold. Dry. Bill Gove recorded a speech titled PEOPLE LOVE TO BUY. old dogs. If you can’t get your desired amount. from catalogs. young dogs. in America. it ain’t ‘cuz of a shortage.0 commercial says: happy words. 16 . maybe seven brands. The sun is shining. And do you know any family with one phone? MONEY IS MOVING ALL AROUND YOU LIKE NEVER BEFORE IN HISTORY. Are we crazy? Maybe. and if you are where I am. Now a football field. or. dinners. But at its most impaired level. for big dogs. the diversity of the people streaming in and out. Be Happy. As the kid in the Windows 148. online (all day. spending’s a bit curtailed at the moment overall – and personally. People with perfectly good I-phones now stand in long lines to buy the newest I-phone. wet. Purina. at work. snacks. dry. and very slowly. each product line offering canned. please go. I recently was sent to the Pet-Smart store with a shopping list from The Million Dollar Dog. I had dogs when I was a kid. If you don’t have pets and never set foot in such a place. and take note of the kinds of cars driving up. small dogs. Bil-Jac. you may be walking down the wrong streets or be blind. Canned. people bought things to replace worn out things. As I recall. I predict it’ll go backwards again some time very soon. there were six. bagged. Sorry. Remember Gaines’ Burgers for dogs? A shelf section.People Love to Buy Smile. people shopped once a week. Iams. doggie ice cream treats. Doubt that? Please park yourself in one of these pet-supermarket-superstores at end of afternoon on a Friday or on Saturday. At stores. Stunning. offering breakfasts like chicken and cheese omelette flavored whatever. slowly. faux bacon. You have to be careful not to trip over piles of it here and there. Sure. beef. or insisting on offering what no one wants (an all too common mental disease). Imagine what a child from a 3rd world country who gets only rice and water hauled from a well three miles from his home would think of this spectacle. Thousands of choices. turkey. mind-boggling. Even worked at family friends’ pet store. Pay particular attention to the entire back wall of the store devoted to the hundreds or so different brand-lines just of dog food. and at home). it’s enormous. But we are certainly RICH. Now they shop every single day of their lives. slowly walk every aisle. In 1960-something. the size of their shopping cart-fulls.
if they stopped with that. asking if you’re coming out to play. Often. about women is: dirty pots. permission becomes encouragement. I lost $500 on a football game by ½ of a 1 point. Football. and with size and speed come compromise. when its recalls kept climbing while foreign car-makers’ didn’t. like many. Dirt becomes filth. But you can’t long sustain success that way. long time. deviation from sales scripts. The crass Southern warning to boys by fathers. and nobody’s perfect. If they say “it’s only a little dust” at the Ritz. (I once ran a company bleeding money. You may be busy. setting goals and projections and aspirations for it. empire in. I think the timing for such. I never forgot it after hearing it just once. December 1st. Only you can decide for yourself how much of that to permit with yourself and others. extended boom. an inch. seven. one thing done or not done. Incrementalism often does a person. but such sensitive nose is rarely necessary. Copywriting. the cliché says. literally. There’s less margin for error than in a long. they accumulate. then gone. 17 . extremely poor. A little tardiness apologized for becomes chronic and thoughtless. You might also give some thought to just how tough you’re going to be. a word may make a statistically significant difference. The difference between me winning or finishing 2nd. slow response to customer inquiries metastasize. And so a new year is standing right outside the door. you get more of. dust keeps. they breed. dirty bottom. It’s there to see. cut present by half. But they don’t. that’s gambling. five crackers. especially. There are even some busy “designing new logos” while the cancers of crappy fulfillment. Still. An excellent explanation of this is in the book Broken Windows. It’s ridiculously easy to attach superior positioning and promise-making to an inferior company. I know it’s hard.Dead Man (or Business) Walking Less than 1/5th of a second. Over the weekend.) The link between ‘marketing’ and all this is quite direct. Broken Business. Often. They close their eyes and hold their noses. It won’t spoil. for letting a little thing slide. dying grandmother. How early or how late in life my diabetes produces complications serious enough to kill me. short-staffed. at every shift’s end. Accept tomorrow instead of today and it’s guaranteed to soon be next week’s acceptable too. a marriage. a 1st down gained or missed by. Yes. government. But know this: there are no isolated. and that Suzie’s got a sick. They link. which I strongly recommended in my Ruthless Management book – I wonder how many saw that recommendation but have never read the book? Whatever you accept. Danger. I can smell a dead man (business) walking. they’re Holiday Inn. And Disney could paint the fence weekly instead of nightly and get away with it. a business. they communicate. Wow-ing or just satisfying or losing a customer. Yes. I see it. incidental items. having to squeeze more productivity out of it than should have been possible. one slice of cheese or two. Danger. as I did. and that – well. These times demand toughness. The collapse of the American auto industry was brilliantly foreseeable at least 10 years prior. day to day choices: tuna fish with no crackers. before you know it. compared to recent. Delayed follow-up becomes no follow-up. while playing in its game. Will Robinson. Tolerance becomes permission. then Howard Johnsons. work areas around equipment put in order. I don’t expect weakness to be rewarded. the warehouse had to be swept clean. and tighten all the screws – but they won’t. there’s always a reason for things not being as they should. determined by cumulative impact of a million teeny-tiny. for things not being done right and on time. that’s horseracing. I see businesses eroding and am amazed I can see it so clearly while the owners and others are blind to it. with ten crises a day. Many of my clients would be well-advised to put brakes on ‘new’. is a game of inches – a pass caught or missed by fingertip.
I’m sure he did not judge himself narrow-minded. Mike Vance often describes the majority of people as so narrow-minded and inflexible. The most important thing is. The big trouble is. and quite often. in fact VERY fortunately for Trump. 18 . certainly. Opportunities have to be carefully assessed. I ‘re-arranged the house to make room’. not the breakfast business. Fortunately. misjudgments. Nor should it be. difficult. dammit. some rejected – but carefully. I didn’t reject it as a poor fit with what I was already doing. not simply because they are inconvenient. the brilliant. new product. not an empire-builder. Fortunately. in fact. Ray Kroc. and often. to be one of the three featured speakers on every SUCCESS event. (I confess: I drive with one foot on the gas. Saying NO is important. and. and personally. driving force behind McDonalds. the other on the brake. not just profit. but it is not the right prescription for every problem – because. relative merits weighed. very conscious and questioning of why you are deciding about ‘x’ as you are. To be fair ‘n balanced.Where the Greatest Opportunities are Often Concealed It doesn’t fit – with the way we do things. they let their egos. etc. I’m an enough-is-enough guy. It will require us to do new work.) As you know. not by knee-jerk reaction. Of course. and fought franchisees for some time before even permitting experimentation he was confident would fail. additional work. when Burnett came in and pitched him on doing a reality show. synergy considered. That’s not compatible with how we’ve always done things. in its own way. it’s too much trouble. if it had been left to them. then they can be too easily disenchanted with what turns out to require deviation from ‘what fits’ in order to be successful. Hard. you’ve got to question yourself. thoughtfully rejected. to be very. it’s not easy to judge ourselves guilty of this behavior. when the opportunity arose to create a new speech. That’s really not the business we’re in. arrogance and bias for action lead them rather than support them. stuck. doesn’t seem to get easier. but it can’t be under-valued either. Admitting mistakes. It’s too much trouble. from people who should know and behave better. opportunity selection and investment decisions isn’t easy. obstructionist. nor is it simple. I think. the greatest opportunities are often concealed in problems. he didn’t say: that’s not the business I’m in. Persistence is vastly over-rated. Making good entrepreneurial. it’s usually a lot easier to get into something than to get out. and wielding the swift sword is often called for. and take on extensive travel. vehemently insisted that they were in the burger business. You might be surprised how often I hear such things. who was able to look at the original McDonald brothers’ roadside hamburger stand and see an empire. we’d be lighting our rooms with bigger candles and still commuting in vehicles requiring pooper-scoopers. When that is revealed to be merely or mostly because it doesn’t neatly fit into a space you already have. I am a champion of decisions that factor in personal and lifestyle preferences. The temptation to be too quick with red lights or green lights needs consciously controlled. or to do things differently than we do now. entrepreneurs jump into expansions of their businesses without taking time to do homework and develop real understanding of foreign territory..
peoples’ suddenly raised distrust of politicians carried over to just about everything else. and you won’t need to sell on price. Many There is the ancient kids’ joke: little Bobby is sitting on the stoop next to a huge yellow dog when the doorto-door salesman walks up and. Speak to it. Wall Street. His slush fund is billions not a trifle few million. we’ve sadly reached the point where we as a citizenry have no expectation of our elected officials other than them lying. strong and hard as you can. and the ones with much intelligence are now anxious and worried and even fearful. competent few as never before. bag men ferrying cash to the White House. weasel clauses. For a time. wasting our money – as if every dog bit. unequivocal risk-reversal) give them the means to punish you if you fail. Sell on this as clear. This is a cancer. main street retail. this year: being trusted. and your skin thickened to leather as evolutionary response. is THE area of opportunity most promising to the entrepreneur. after Watergate. Over time. Distrustful of every dog. Tell people just how fed up you are with empty promises. This the reason they aren’t at your restaurant or having you manage their investments or bringing you their car to fix or having you remodel their kitchen: you have not secured their trust. This the reason leads don’t convert. of course. you will honor your every promise and then some. here. This is what unites us now. much more sophisticated. Don’t fear it or hide from it or underestimate it. people have witnessed many things they assumed solid disintegrating to dust. Do not assume they accept you at face value either. An acceptance of malfeasance and incompetence and lack of integrity.” says Bobby. a commentator recently observed that the new President had echoed the last’s hope of being a uniter not divider. taking bribes. attempting to befriend the tyke as precursor to ringing the bell. with any constituency not so adapted to being abused they no longer care. This is the problem with assuming anything. professional. Acorn a much larger. reductions of income in huge numbers of households. because what we accept. I think. In this past year. the dog chomps down on his hand. My new year’s resolve is to punish those who prove untrustworthy as never before. “Not my dog. better organized interferer in the electoral process than Dick’s little gang. of course. and why. “Sure. with the recent (and yet to come) banking. with more distance kept. a campaign Dirty Tricks squad. frustration and rage. tell them they can count on you. The spate of airline bankruptcies in the 80’s. If. and manufacturing sector collapses. marketer. on a grander scale. we get more of. crooks in low and high places. everybody was surprised by his involvement with his petty criminality. multiplies. This the reason be-backs don’t come back. Regardless of how people felt about Nixon personally. bribing. With courage.” the kid says with a shrug. This. not brought in paper sacks in dead of night. 19 . There was direct connection to heightened skepticism encountered when selling just about anything to anybody. The Depression. asks if he can pet the dog. real estate. But this is maybe a more insidious factor. a lot of people have had a lot of assumptions shaken. And there is such constituency. swiped in full view from stimulus funds. what we sanction by inaction and resignation. and (with strong. When the salesman reaches out. a skeptical nature now in place. stealing. “Why didn’t you warn me he bites?” howls the victim.Reality Bites. This is now the elephant in the room shitting on a lot of selling. lousy service. It has happened before. Our current Prez’ criminality is much. This the reason for disappointing results from advertising. the entire nation in disappointment. wholly unnecessary burglary. high unemployment. and I am in it. To again be political. and this one was succeeding – in uniting the Right and the Left. I really observed it with Watergate. Now. Performing as promised in all things large and small will be a new currency more valuable than all others. And to reward the reliable.
Hopefully. and said that I doubted the hungry orphans could pass the dress code required to even get into Il Molino.000 calories per person per day. each person. It’s rare to find reason to praise Newsweek Magazine. Mercifully that ended my pen pal’s interest in me. it would implode. I later got a fax from a Member who I will kindly not name. telling of going there for dinner on my recommendation and he and his wife finding themselves “shocked and appalled” at the “obscene portions and prices”. (3): The wealthy dominate charitable giving. none of us need go to distant lands to find folks in need.. As fast as that utopian economic justice system was implemented. at least I was well fed. Oh. Summarizing from the Newsweek article: (1): Households with more than $200. telling me that at least 200 starving orphans in any number of countries could be fed with the price of that one meal of “wretched excess. one work uniform. Its results are known. only enough groceries to provide 1. buying cars and clothes. owning racehorses. etc. and if they are enfeebled. We could decree that each family needs only an identical 1.. At Thanksgiving. if you’d like to see a big jump in health care costs. when. fantastical experiment has been run before. The top 10% in income and wealth account for nearly 50% of all contributions to charities. in one of my newsletters. then the consequences are widespread. the only real force that creates and sustains jobs. flying private. (2): The rich pay most of the taxes. Continuing: “The rich play a pivotal role in U. economic growth.Wretched Excess And Thanksgiving Months back. But. I wonder if he will chastise himself for his own wretched excess? The problems with such self-flagellation or with disdain for me or for ‘the rich’ are so many. countless families – probably including his – will grossly over-indulge and consume such vast quantities of food that a million starving orphans might be fed. and give ALL the surplus to those with less – except there’d be no surplus.” The trouble with slowing the engine of the train is that the caboose slows down too. In 2006 – the last year for which complete data is accessible – the richest 1% paid 28% of all federal taxes.4% of all income but do 14% of the consumer spending. no few paragraphs here can do justice. incidentally. end ALL the obscene excess. no starving orphans will benefit. One: should he and others of his philosophical position eschew Thanksgiving dinners in favor of stale bread crusts and tap water. If diminishment of prosperity cured poverty.00 in income corral only 3. This asinine. with a 75% unemployment rate amongst other ills. If you need a good parable.” I wrote back. some close to my pen pal’s home. one pair of pajamas to wear at home. this piece here does not re-kindle it. they reveal something about the high cost of taking much from the rich. But in the July 20 issue. I wrote about dining at Il Molino’s. the richest 10% paid 55%. one very fuel efficient little car. no fast food or soda pop or Guitar Hero or Gameboy or IPhone. but that regardless.S. He wrote back to tell me he didn’t think I was funny. including. The trouble with eating the rich is it’s a last supper.” Note the word: reality. one TV. I wrote back to explain that there is a profound difference between he not being amused and me not being funny. but not for long. Two: absent wretched excess like mine – dining at Il Molino. etc. the liberals would have won that war declared by LBJ long before now. let alone navigate the wine list.000. and by the way. the American economy could be reduced to meeting only peoples’ basic needs. but it also embodies a harsh reality. get rich people to 20 . Quote: “Trickle-down economics is a despised concept to many. Well.000 square foot house. read Animal Farm.
companies who might pay me to speak. there is my place of birth. A sense of worth based on your own exceptionally productive contributions (not a sense of entitlement based on nothing) is pre-requisite for prosperity. learn high level skills. This is their license to go out and collect all that they can by their own creation. food deliveries to shut-ins stop. the outsourcing of jobs overseas. But don’t lose sight of the fact that the entire country and even the globe ought to give thanks that you exist and are willing to do all those things the overwhelming majority are not at all willing to do. if the top 10% just cut back on their charitable giving a little. free medical clinics shutter? (4): Wealthy individuals are an important source of venture capital – funds invested in start-up companies. As an entrepreneur willing to risk money. big trouble. Renegade Millionaires are defiantly. You need that license but there is no license bureau to go get it from. as well as their investments motivated by their desire to own boats and planes and multi-million dollar beach cottages. antiquated industrial businesses. If we evil rich stop putting our money at risk. and I’m a very. have much to be thankful for. relationships I have fostered. Self-respect precedes respect from any marketplace. Me and Us. much on “obscenely” over-priced indulgences and “wretched excess”. You must issue it to yourself. They are in big. unwaveringly proud of who they are. Relative. But I am also thankful for the wealth of all those far. discoveries I’ve made and opportunities that I have chosen. status and security. very thankful guy. There are no publishers who might publish my books. struggle. big. Without You. what they do. far richer than I. you. Thus. Go count up the number of jobs now provided by businesses large and small that didn’t even exist….their entire categories didn’t exist 10 years ago. even for a little while. So it is the season of giving thanks.org) REPRINTED FROM: NOV. and ultimately achieve a far-above-par lifestyle. Gee. Stop that creation and watch the starvation. invest years of burning-of-midnight-oil-while-others-sleep. to prosperity. MARKETING LETTER’ Renegade Millionaire/Back Page 21 . work. After that. the total number of available jobs shrinks and shrinks and shrinks. arguably good luck. my own wealth. how many food banks and theaters and zoos and community centers and what-have-you’s cut back services and programs? Shuttle buses for seniors stop.S. of course. and what they mean to society. (Above based in part on one of my political columns published online at BusinessAndMedia. the opportunities I’ve pursued would likely have dried up and disappeared long before I got to them. clients who might pay me to write owned by po’ folk. my own initiative. And why is this so important to keep in your mind? Because pride is power. for were it not for their spending. specifically.stop building hospital wings and donating to research groups. how many jobs disappear from the non-profit sector. Robust start-up of new businesses is essential just to replace the dying. 09 ‘NO B. ingenuity and persistence.
MARKETING LETTER’ Renegade Millionaire/Back Page 22 . again. when I’m supposed to be keeping such thoughts at other locations than this???? To make this point: Any. thus signaling two facts: one. <pause>. I often drank Chivas and water with a twist of lemon. but that is disguise or delusion. In December. more often than not. and I find that Renegade Millionaires hold one. investing in a basement full of light bulbs – while I can still buy real ones. with swipe of witch’s wand. Again and again. waiting and annoyance occurred. And there was. There is no middle-ground here.Scotch. Under duress. and then making your behavior congruent with your philosophy. (B) Therefore. I wised up. that the President’s speeches have no meaning. in things small and big. And in such rare. They often characterize this as tolerance and compassion. A+B+C or C+A+B.) Anyway. Chivasnwadderwidtwist. While so many others wait and hope and welcome dependence. day by day. justifying extending TARP and using its funds differently. You either believe in self-reliance and self-determination or you do not. There are two fundamental viewpoints of life in total conflict. And on the 12th day of Tiger. After a few months of this. and philosophy. President Obama talked about waiving capital gains tax on small business owners (in targeted ways) as economic stimulus – seemingly grudging admission that government doesn’t create jobs and spending as solution to recession was.S. year after year. I can continually re-arrange things to be in control. the importance of having your own definitive personal philosophy that is congruent with the kind of life experience you want. Or. and cans of Chunky Soup (because I doubt They can come and remove servings of vegetables from it after I own it). the attention span and commitment to excellence of cocktail waitresses being what it is. REPRINTED FROM ‘NO B. protect you. is as brain-dead dumb as hiring David Hasselhoff as your nanny or telling your wife you need more golf practice so you can be more like Tiger. There had to be a way to wrest control. in a 2 day blitz. incidental and important. small supply. in the Renegade Millionaire System. or that you might rely on such beneficence. I immediately backed out of a significant real estate investment I’d verbally agreed to the day before. It is my philosophical belief that fuels the process behavior. the House. the point is: not since my distant ancestor Emerson penned his words championing “self-reliance” as the virtue of virtues and essential of essentials. has it been so vital. Years back. I switched to ordering “A lemon twist. hastily passed a new Bill re-classifying gains from investments in various kinds of technology businesses and real estate partnerships as ordinary income. instead. make you prosperous now. after the 5th one. Such temptation is as evil as evil can be. the temptation is to permit some acceptance of the second to creep into your thinking. like a drunk trying to drink his way out of alcoholism.” Those who have the latter as their belief tend to excuse both themselves and others from all sorts of bad behavior and outcomes. effectively. but to do so I must accept responsibility for every outcome and every experience”. there is no certainty of any investment you make now not suffering the same fate. (C) Because I do not believe in accepting circumstances beyond my control. But consider the process: (A) I refused to accept the unsatisfactory situation as something beyond my control. and seems not much of an example. Unfortunately. as Leno put it. The first viewpoint is: “it’s ALL my fault” – meaning “I am in control.” And I tied a discreet little string around my finger to remind me to order that way until it became permanently ingrained behavior. it’s silly. and that you might wait for that happy occurrence. wasn’t Tiger a wonderful Christmas present for us husbands? By comparison. when I was a drinker. drinks came missing twists. most everybody else holds the other. we all look better. yet another bimbo we did see…. And why have I gone political on you here. But such hope quickly dashed On the second of those days. commonly ordered as Chivas ‘n water with a twist. thoroughly annoying Democrats. The other is a religious belief in “circumstances beyond my control. you’d better not. Only the fiercest independence can save you. I pondered and plotted and schemed to find some way of altering the outcome to my satisfaction. The acceptance of the philosophical/political belief in “circumstances beyond your control” should be fiercely resisted at every turn. any. any wisp of a thought that somehow this government is going to make anything better for you. Take something simple and trivial. I plotted and schemed to get what I wanted and have non-annoying experiences when I went drinking. With Chivas and water. You’d better go rogue. changing the tax rate from 15% to 35% and up (a 230% increase in rate). twists had to be demanded. I am. water. Sure. This is why I teach. led by Democrat Nancy Pelosi. (By the way. and two.
irresponsible parents who’ve let their children roam the internet and post at that site unsupervised and had them stalked by sexual predators. compel them to follow directions. Morons who need handheld navigational devices that talk. and isolate yourself as best you can from the herds of human buffalos now wandering around out there. connected to an entertainment tube. People won’t do for themselves. Sally’s friend ought be put out of her misery. for example. get this absolute principle of success: you cannot be a top athlete like a Jerry Rice by engaging in ANY behavior common to couch potatoes. who are enslaved as WalMart workers. filed by negligent. We can be The Resistance. whenever I hear the yakity yak about all the people whose wages have not gone up. Sally talks about how her friend just couldn’t manage the stress and strain of setting aside all the time to swallow a pill once a week – and how relieved she is that she need only make that enormous personal sacrifice once a month. In the midst of this reverse-evolution of our species. assume any responsibility. getting a better job. staggered by the thought that he once had to parallel park his own car. Evolution was apparently quite slow. The only thing I’m certain that you and I can do is refuse to join in the process. As I predicted. figure anything out. I am 52 – I don’t anticipate the U. There will be a majority population all sitting as Orwell envisioned. of course). Whatever. Lazy and undisciplined to the level of farmyard animals. Please. You cannot be a fabulously successful and wealthy entrepreneur by engaging in ANY behavior common to low wage workers. a feeding tube. I’m really afraid there’s little we can do at this point to reverse the gradual collapse of our civilization as we know it. – I wonder if anybody is ever going to ask: and what responsibility are these people accepting for getting education. The fellow in the Lexus. the more successful you’ll be and the faster your success will multiply. improving their lot in life? Unfortunately. sandwich makers who need cartoon pictures of the sandwiches on the wall in front of them. Perhaps. The more you do so. You need have no reason not to connect yourself to iPods and cellphones for 4 to 10 hours a day than the simple observation that all the dumb animals are. 23 . It’s triggered by me seeing the TV ad with Sally Field for the drug Boniva. (By the way. the more separation and differentiation you create between You and Them. insist on living as higher life forms ourselves. They complain bitterly about their lousy employees. Cash register clerks who can’t count. the blobs will all be cooked in the squat by global warming. So. for women with bone density problems and osteoporosis risk. Reverse evolution will be too. being overrun by them during my lifetime. or control our behavior in any way (present company excluded. helpless but happy blobs. Build your own work island and life island as best you can. We are a people unable to think.) But this is what we’ve come to. starting a business. not because it’s more effective or has less side effects. But the writing on this wall is unmistakable. but cannot show any initiatives invested in or implemented to replace them. to attempt managing my diabetes and for my general health. along with everybody else so utterly devoid of self-discipline. eventually. etc. It is as foolish as fat folks suing McDonalds. And it’s ALL getting worse.The Decline and Fall of American Civilization I’m calling this epistle ‘The Decline And Fall Of American Civilization’. but simply and solely because the other drug requires taking one pill once a week but Boniva requires taking one pill only once a month.com have begun. And I’ll betcha I’m busier and under more stress than Sally’s friend. This woman who can’t take a pill everyday. there are business owners I interact with just as guilty of this one-sided thinking. the lawsuits against MySpace. I swallow 27 different tablets every morning and again every night. what I try to do and what I suggest you do is engage in isolationism and intolerance. train them. Maybe not during yours either. to guide them to the Starbucks. Maybe even more foolish. Rise above them by being everything they aren’t. The ad touts Boniva as better than the competing drug Fomax. who can’t support a family of eight on minimum wage. Reject any and all behaviors they share as common. They are overwhelmed by ordinary life. You must reject out of hand whatever the masses are doing.S.
Tomorrow night. it’s perfectly okay NOT to want a yacht or 20 racehorses or luxury vacations. covered with tarps more often than they are headed out to sea.when he is not flying to or from a speaking engagement. and rather unglamorously. I’ll prepare my own dinner and do several loads of laundry. cars. by-invite ones for his guests at condo tower sales receptions…or appearing on one or more TV programs and doing radio interviews…. there’s a marina near by and I often WISH that I could have a yacht like those rich people do. just shutting down any thinking on the client’s behalf. work any overtime to get it.the listener said “I really ENVY you. take any risks. a party on board. Last night Jay Leno taped The Tonight Show around 4:00 or 5:00 PM. after the taping. keeping an apparently interested look pasted on my face. You know. If in New York. They may even be incapable of looking at that yacht they fantasize about having. and tonight. no hassles. public ones to be seen. I am up and at the computer at 7:00 AM. I’ll finish by 10:00 PM.Bowl and Grow Rich? We’ll call this “You Can’t Bowl To Grow Rich. prices on menu invisible…. 24 . heck. Tonight. Just don’t lie to yourself or others about it. in the Amway business. in my earliest business life. very non-public ones for networking purposes. During these days. he’ll go perform at a comedy club to try out material for next week. including two projects involving his passion. The world’s overflowing with folks who want what others have but are unwilling to give up their bowling (however temporarily). a fellow swore on his Bible he desperately wanted to be a success. he says he likes going home for dinner but then suits up and heads back out for the evening’s work. Donald Trump is making appearances at two to three parties. then had dinner and worked with his writers until nearly midnight. display any initiative. after – on request – describing both our most recent and next (admittedly brief) vacations…flying to and from by private plane. then an accumulated a stack of reading and thinking to do: a business plan to review from Dr. finishing at 10:30 PM. feet up. and more than 70% of his evenings. retired General Norm Schwarzkopf finished dinner. big. Recognize it is all choice. Make yours consciously and honestly and be happy about them. said good night to his family and went down the stairs to a small basement office to work for four or five hours on what became known in his household as “that damn book”. gallery openings. (Oh. to value other things and investments of time more. Do not grumble about having to read the right-hand column of the menu before the left or look for bargain airline tickets on the internet and fly with 2 stops rather than non-stop to save money nor begrudge those who do otherwise their choices. no airport security.) If I am diligent. dinners or other events – small. some 34 years later. a leader. the transcript of Sydney Biddle Barrows’ SuperConference speech to edit. Many moons ago. but leaving mentally to go work on something else. and hurried out of his house. You are so FORTUNATE. Last night I did no work for business after 5:30 PM. by the fireplace. I have a tele-seminar from 5:00 to 6:30 PM. he has been working on four web sites and businesses for his post-Tonight Show act. until the day is done and I can actually escape. and my weight loss swipe files to review and extract material from for a client project…. Where I live. dining in the finest restaurants without thought of cost. The other day. a bit of C-pile mail from 2 weeks ago to look at.. Virtually every night for the next five weeks (and every morning) I’ll have to squeeze out an extra hour in order to finish a new book manuscript for Entrepreneur Press. Altadonna. whisked by waiting limo to hotel. photographed and reported on. At which point I packed up my little briefcase. take any beatings. 34 years ago I used to hear that about the training tapes. tore his distributor application into little pieces.” It’s instructive that yachts at marinas are tethered to their docks. staying in the most lavish suites so met at the car’s door by a hotel staffperson to escort us to comfortable chairs in the concierge lounge for express check-in. Every night for 6 months.” Let’s compare notes – what are you doing with your evening? Last night. By the way. and get rich – as long as he didn’t have to give up his Tuesday night bowling league. took the evening off – I raced two horses. see through the surface of its hull. I find myself still. Now. to what it is actually constructed of.while I have the TV on. An hour left just to relax. We even hear from some people they don’t have time to study the newsletters. sometimes doing the same thing – in my head more than as physical demonstration.
and continually give considerable thought to them. In doing so. Exceptionally successful people get closer than others to congruency with a positive personal philosophy and their actual behavior. The fact is that believing in collective salvation is a selfdefeating. An even better one to ask yourself than to ask me. Barack Obama said “Our individual salvation is dependent on our collective salvation. they telegraph to me they do not have self-reliance and personal responsibility as cornerstones of their personal philosophy. the selection of people they associate with or distance themselves from. my ‘whatever’ won’t let me – and in doing so. losing proposition. Some timidly. That means that each individual accepts full and complete responsibility for himself as well as his family. it is dangerous. Some may not even realize that is what they are asking.. I explore the little discussed fact that virtually all exceptionally successful people have a well-developed. which simplifies the many complex and often hurried decisions they must make. that requires much too long of an answer for anything less than a multi-day seminar or a book of hundreds of pages. business leaders. Looking more carefully beneath its surface. Some businesspeople tell me “my employees won’t let me”…. And anti-American. We’ve been collecting questions from new Glazer-Kennedy Insider’s Circle Members for months now. Some harshly. Some gently. But a good one to ask of anyone and everyone you permit entry inside your fortress walls. is: what do you believe? The question is asked differently by different questioners. it’s an appealing idea on its surface. they telegraph to me they do not have self-reliance and personal responsibility as cornerstones of their personal philosophy. Behavior.” The fact that this is a nearly verbatim Chairman Mao quote notwithstanding. one of group reliance. Our American premise is the opposite: that our collective salvation depends on our individual salvation. thoughtful. the weighing of competing opportunities and priorities. the man who would be President.”my industry rules won’t let me”…. This personal philosophy carries over to day to day business life. and I’ve waded through well over a thousand of them. and other major contributors to society who give these things little or no thought. but it is what they are trying to get to and understand. and accepts dependence. But they are rare. It is representation of the failed premise of all socialist and communist nations. I know a few multi-millionaire entrepreneurs.The Importance of Personal Philosophy About the importance of personal philosophy. In a commencement address. And it’s a damn fine question. 25 . A self-fulfilling prophecy in a way. reveals personal responsibility. One asked a lot. and a great many people will hear it as wisdom. not talk. and use them in practical ways. detailed and firm personal philosophy. Some baldly. A philosophy of self-reliance vs. I also find that the above distinction – the belief in individual salvation or collective salvation – is a major difference to be found in the belief systems of successful vs. Which philosophy is yours? In my Renegade Millionaire System. unsuccessful people. Most who lead in any field have a very definite set of core values and beliefs. Some people are quick to accept “recession” as an unmanageable force that must inevitably damage their business and finances. in admitting the need for collective salvation a person simultaneously abdicates responsibility and opportunity.
It’s not part of my personal philosophy. correct and constructive personal philosophies. however incrementally. he rather contemptuously said. you’re a genius. and I do mis-judge. But probably where you live. but you can’t trust verbal answers. I suffer. This is the most important thing to discern. not very long ago. those enforcing the collectivism – and it is such a flawed and failed philosophy it must be enforced – prohibit having and punish expressing personal philosophy. Part of my personal philosophy is that you have to get away and stay away from people of incompatible and incorrect and harmful personal philosophies. In the countries most committed to collectivism rather than individualism. when I work with people. you do have freedom to choose. I believe in treating all people equally. develop and act out your own personal philosophy. by the way. Better you could just ask. and go out of your way to associate only with people of compatible. “so you think you’re right and everybody else is wrong. I had to rather forcibly end a business relationship. huh!?!” – and I said: “not everybody. In discussing this with someone recently. But I certainly don’t believe that our individual salvation will come from collective salvation. don’t squander the opportunity. I watch for clues to their personal behavior. for a reason that other person could not understand and probably never will: his expressed personal philosophy was compatible with mine but his true personal philosophy revealed by his behavior was not.” This is why you need a well thought out personal philosophy: because you need to be certain you are right. quite the opposite. But right about the underlying foundation on which you build. That sort of arrogance is married to stupidity and breeds disaster. so I work very hard at spotting those clues. how can you determine who or what is wrong for you? I’ll tell you a little secret. 26 . When I listen to people – be it a man who would be President of this country or partner in a company of my conception or client I’ll have more than a passing relationship with or friend (not acquaintance) or ‘model’ I might study – I listen for clues to their personal philosophy. if you think twice. and these days. Be grateful you do. I acknowledge the need for a social safety net for those who can’t. What’s really great about personal philosophy is that you have equal opportunity to choose yours. Not so in every country. When I mis-judge this. do you pray for every one of the ten million ticket buyers to win an equal share of the pot. a very profitable business relationship. I do not treat people equally. not right about every idea. and be very reluctant to permit anyone to take it away from you. tactic. I tell of coach Jimmy Johnson describing the profound inequality of his management style.” Really? I asked: “Do you sleep with and cook breakfast for your neighbor’s husband?” I asked: “When you buy a lottery ticket.So. to each win one dollar?” I don’t believe in equality. When I watch people. A woman said: “well. strategy. if you’re reading this blog. even to a minimal degree. No. I search for clues to their personal philosophy. When I read what people write. not those sorts of things. I believe in equal opportunity to rise above unequal circumstances in order to make yourself a person of superior capabilities and earn extraordinary rewards. Even Jesus did not treat people equally. In the Ruthless Management book. Otherwise. for those who won’t. Nobody else really believes in it either if they are honest about it – or think about it.
S. visit NoBSBooks. Ruthless Management of People and Profits For more information about this and Dan’s other No BS Book Titles.com 27 .Appendix Managing The Sales Process Reprinted from the book No B.
dress. the actual movement of the 28 . Selling is a scientific and mechanical process.000. sales and operations pieces together with common themes. the entire outcome is placed in the hands of very fallible Salespeople permitted to freelance at will. for moving each prospect neatly along a path – or. a “greased chute” – that connects advertising to marketing to selling. you are at the mercy of the customer’s system for buying. I can assure you that choices of words.Joe D. The micro parts have to do with all of the human interaction between the prospect and receptionists. you’ll figure out what the best sales presentation is and everybody will use it. There’s a lot of nonsense spewed about leaving salespeople to their own devices to preserve spontaneity. the selling environment. Author of The Classic Tough-Minded Management In most businesses. Such a system has to be built macro and micro.” If it matters there. and that both supports and helps control the efforts of the salespeople. and. David said: “If you don’t have a system for selling.” I would add: for not buying. sales letters and web sites. that qualifies and prepares prospects to buy before they consume the time and talent of your salespeople. Over in accounting.” . Tom Hopkins. selling is an act. The macro parts link all your advertising. It’s all b. One of the best quotes about all this is from a highly respected sales trainer. typically. it matters in “salesmanship live” too. marketing. period. a process for moving the customer smoothly along the path. They deliver a prospect to Sales. and so on. you need a complete system for selling. clerks and. everybody’s using the very same bookkeeping ledgers and 2+2 = 4. sales people. as I said. If you want maximum profits. But in sales. as the marketing wiz behind Blu-Blockers® and author of a terrific sales and marketing book Triggers. Think of it as an exercise in control over the actual selling and the people doing the selling. The mistakes made here are many. and I are both strong advocates of scripts. Wrapped around the human salespersons adhering to your “Program”. Joe Sugarman calls it. language matters. Think of this as an exercise in control over the prospect and the process. from first expression of interest to completed purchase. The person widely judged as America’s #1 Sales Trainer. But ‘live’ not only do words chosen. not something you should make up as you go along. where the promises made may or may not be fulfilled. sadly.CHAPTER #30 Managing The Sales Process “The ultimate disease of our times is vagueness of expectations. committing random acts of Selling. where. Everything is separated and isolated. David Sandler. a clearly understood covenant with customers. everybody’s allowed to “wing it”. What I do in writing is “salesmanship in print. most of all. You need a “Program” for selling that all your salespeople comply with and use. Advertising. As a direct-response copywriter paid upwards from $50. so does appearance. Marketing.s. Examine just about any business with more than one person doing the selling and you’ll find each salesperson doing things differently than the others. not a process. scripted and used matter. the customer is dumped off to Operations. Batten. publicity. physical movement and body language. founder of the Sandler Selling System® now with trainers and offices nationwide.00 plus royalties to write advertisements. for some crazy rationale. encourage creativity. Afterward.
analytical. the company as unique. they should be expected. looked at. There’s quite a bit of resistance to this idea. incredible. every if-hesays-this. My colleague Sydney Biddle Barrows and I call this Sales Choreography®. chiropractic practice or the like. they view the salesperson as an expert and trusted advisor. Most of the time. The Biggest Improvement You Can Make As Manager And As Sales Manager: Stop Accepting Less Than You Should Get If you get nothing else from this book. the pay-off is enormous. movement by movement. To me. and will be face to face with staff and salespeople. and get a full sales presentation – ranges from as poor as 25% to as good as 40%. and are pre-disposed to do business with them. 80 of the 100 left their homes. In the hearing aid industry. discipline and practice by the salespeople and other staff members and a lot of supervisory enforcement by management. get a hearing test. I have consultants and service providers I recommend if intense work on driving traffic online to web sites or renting mailing lists or the handling of inbound calls or software systems to manage lead flow (see next Chapter) is needed. you ought to at least take a fresh. patients coming in for consultation and exam are then. asked questions about.’ They’re wrong. newsletter subscribers. to group-sell a product.prospect from place to place. Awful. for the few who embrace it. and Sydney does go on-site as well. We had one employee doing these meetings in about 25 cities a month and I did them in 5 a month. we brought doctors into a small meeting of several hours. Most of my work has to do with everything leading up to the sale. In a dental practice. One doctor will close 70%. of course. At the point that the prospect begins engaging humans. Not only are such results possible. It isn’t. Why the difference? In the last comparable. tough-minded look at what you are getting from your people as a whole and individually for the money you are spending. so by the time they face a salesperson and/or a buying decision. Sales Design® is about mapping out step-by-step-by-step everything that is to occur with and be said to the prospect. moment by moment. got in their cars. 60 to 75 out of every 100 people who come in suffering from hearing difficulties and in need of a hearing aid do NOT buy! How can anyone managing this business accept such a thing? In the automobile business. we had a system delivering 29 . Incidentally. I push my readers. Most business owners accept shockingly poor sales results as if they make sense. I can assure you that. braved the selling environment. roughly 20% of the people who come into a showroom buy a car there. called him the next day and closed him after the fact. Here I see wildly differing results. the “close rate” – people who come to the store. do nothing else as a result of this book. step forward and step onto the path constructed to then move them through qualifying and preparation. you-say-that movement forward toward purchase. Mine hovered at 80%. I devise the systems as well as write the copy – and teach business owners how to do it for themselves – that gets ideal prospects to raise their hands. In three years. he closed all but one person. there are resources and a tele-coaching program on Sales Design® that I’ve developed with Sydney Biddle Barrows. subsequently. drove across town to the car dealership. completely controlled selling environment I managed myself. even test drove cars that interested them but then were not sold a car. his close rate was never – never – below 85%. seating choices. I have been told by many others trying to replicate this model or with experience in this type of selling that such numbers are ‘impossible’ and that he and I must be ‘freaks of nature. because it requires a lot of thought. We believe that everything should be choreographed. coaching members and clients toward a “whole approach”. from the first step the prospect takes into the selling environment. given a sales presentation. Embarrassing. normal and customary. sentence by sentence. props used and much more. Yet car sales managers confronted about this shrug and tell me “That’s about right. another a pathetic 30%.” No. We achieved them for reasons anyone can replicate in any business: macro.
Did they work two jobs to get through school or did mommy pay their way? Have they worked in any job dealing with the public. basically the person’s whole story. Bill Brooks. auto sales is auto sales. If they stagnated. he’ll get complacent here. If they had peaks and slumps and inconsistent results where they were. again. It’s not just limited to salespeople either – it really applies to every type of employee in every type of job. The second question. you’d need a good reason to believe they aren’t going to import their inconsistency into your business. In ‘will he sell?”. one client of mine with a very successful sales organization. And you’ll be looking for non-sales experience that evidences the attitudes necessary for success in selling. Can he sell? If you are hiring experienced salespeople. If you are hiring inexperienced people and making them into salespeople. they ALL should buy. like waiting tables? Are they really interested in a sales career or settling for it because they can’t find what they want? – if interested. What he can tell you about his goals. 30 . If they increased their sales and earnings year to year. I learned this from a top sales management consultant. so a guy who was successful at the Cadillac dealer in Chicago ought to succeed at the Cadillac dealership in Cleveland. and “Will they sell here?”. and it is profound. who only hires people with no prior selling experience. prepared prospects to our selling environment. But how can this be? After all. you have no specific history to consider. For example. listening to CD’s. Different people flourish or flunk in different environments. educating and preparing themselves. The most recent sales book he’s read. Will he sell? Again. right? Wrong. Sometimes just the change of scenery will revitalize a bored or complacent experienced pro. checking their references. You might utilize an aptitude test purchased from one of the many companies that provide assessment tests. or the guy who was successful at the Cadillac dealership in Chicago should thrive at the Lexus dealership in Chicago. This is what makes hiring by resume so flawed. If people come to buy. you’re trying to solve the mystery of motivation and that’s not easy. most recent sales seminar he’s been to. they’ll already be reading books. But self-motivation leaves clues. Let’s start back at the first question. if recruiting experienced salespeople. If that’s not happening. you can look into their historical track record. then you can answer this question with their experience to date. asks “Have you been successful in anything?” and “have you struggled and found something so difficult you almost quit but then stuck with it and succeeded?”. qualified. Or the person who was a super receptionist at one financial planner’s office will surely be just as super at another financial planner’s office. Pick Carefully and Manage Tough It’s not just “Can they sell?” It’s “Will they sell?”. The Human Factor: If You Are Going To Have Salespeople In Your Employ. If hiring inexperienced people for sales. but you do have non-specific history. you should be wracking your brain to figure out what you are doing wrong. Reality is. but that will usually be brief. If he got complacent there. then you might rely on much more in-depth interviews including discussing what they think is the right thing to do in different selling situations. we had a precision crafted presentation delivered perfectly. seeing proof of their commissions earned. micro. somebody who might be a good employee at Company A may be a lousy employee in the same job at Company B.interested. you could hope for that same pattern in your employ. you’d need good reason to expect otherwise. most interesting technique he’s introduced to his repertoire in the past year.
drives to different web sites. with a lot of nudges by mail. e-mail. services. not follow-up people. patient sequence. I am a stockholder in this company as well. There is no point in hiring a sales professional without full disclosure of your ‘Program’ and how tough you are about compliance with it. a primary sequence but for those who fail to move at its pace. or he may feel hamstrung and neutered by the ethical restraints you impose on the way he presents things. Beyond that. You may have a better defined “Program” you insist be complied with than his prior employers. here’s what’s important: once someone has raised their hand and expressed interest in your products. first. a continuing. Just because he can and will sell does not mean he’ll excel at selling in your employ. webinars. and then by poor or insufficient follow-up. finally. The other missing link has to do with lost but viable prospects. frank and detailed discussions once you get serious about a candidate. tele-seminars. To do that. frequently ‘arrive’ to keep the relationship alive. or leave on-going follow-up to the human salespeople. you have to wow ‘em after the sale and continually. and I also endorse his company’s unique software system. the next prospect. Your company culture may be very different than ones he’s previously experienced. the next sale. Salespeople really adept at selling are usually incredibly inept and irresponsible at follow-up. Right Sales System + Right Sales People = Outstanding Success Almost. Doing that can be a huge mistake. So. measuring and maximizing long-term customer value. You may require him to present things in a way he feels is deceptive. In interest of full disclosure. not using it to create and capture interested prospects. and you put them on your path. However you accomplish it. they should be moved forward toward the sale at a prescribed yet flexible pace. It’s the one we use at Glazer-Kennedy Insider’s Circle™. or he may chafe at it. Its author is a client of mine. follow-up after the sale shouldn’t be left in the hands of salespeople either. solution or information. hopefully. dishonest or unethical. Most businesses waste the lion’s share of all the money spent on advertising by. Most systems controlling everything leading up to the sale give up on prospects too soon and too easily. and most of my clients use it as well. They will instinctively focus on their next hunt and kill. But.The third question is the trickiest. and he may welcome the organization and discipline. These matters need to be explored in lengthy. you have to manage the relationships with your prospects and your customers. They are called ‘salespeople’. you are interested in creating. 31 . The next Chapter talks quite a bit about plugging the leaky holes of poor follow-up. fax.
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