Learning how to jump higher is something that every athlete should desire. If you go out and practice your sport on a daily basis and your sport puts emphasis on jumping such as with volleyball and basketball, you should be focusing time and effort in jumping higher.

To train for increasing your vertical leap you need to simulate the sport you are training for as closely as possible. This means if you are a basketball player you will be doing some jumps while holding a basketball because your biomechanics and form will have to incorporate a basketball. If you are training for beach volleyball you will do most of your workouts in the sand without shoes on.

Let’s take a look at a couple muscles that most people neglect when it comes to jumping. Everyone knows your quads and calves are

the 2 muscles that do most of the work when you jump but there are some other supporting muscles that can add inches if you strengthen them. They are your lower back and front delts. All you weight passes through your lower back and if it’s not strong enough to keep good form it will affect your form and reduce your jump height. The front delts are important because the forward arm swing is very important and need to be forceful. You need to make sure your arms remain straight when they go behind you and that they come forward with great strength to add momentum to your upward rise. Training these 2 muscles will help a lot but they aren’t the only 2 extra muscles you need train. Jumping involves many more muscles than you might think.

The impact you have as a leader in the lives of other people will be determined by how you develop and use the power of attraction. As a business leader, you have an immense amount of power at your disposal to bring about positive change when you can harness this power.

What does the power of attraction look like?

Think of someone you know, like, and trust and ask yourself what makes you feel that way about them. As you list the actions, characteristics, and traits of the person you know, like, and trust, you are describing the very ingredients of the power of attraction.

Sometimes the power of attraction turns up in unexpected places. In 1993 a hunched-over, elderly, seemingly fragile, little woman was at the center of attention at the National Prayer Breakfast in Washington, D.C. Invited to address the world’s top leaders, her words were flavored with love and seasoned with truth. She was complimentary, challenging, and even a little critical.

But everyone, despite the criticism, was attuned to her carefully selected words. She had no personal possessions but commanded the resources of millions of dollars. She had no power other than what was willingly given to her. Her power was attractive because it was genuine and not manipulative. She only wanted the common good. This little woman was the leader of over 500 missions in 100 countries and a Nobel Peace Prize winner; her name was Mother Teresa.

The life demonstrated by Mother Teresa is a good working example of effective leadership using the power of attraction. It is not a manipulative façade by a charismatic personality nor should it be used for one’s own self-interest. In contrast, the effective leader uses the power of attraction to counterbalance the forces of apathy by avoiding the secure comfort zone of self-centeredness.

How should I implement the power of attraction in my business?

First off, I must admit that some people are born with a natural attractiveness, and other people really have to work at it. But regardless of your inheritance, you can develop the power of attraction. Through experience I have discovered that there are five absolutes that form the foundation for the power of attraction:

#1 – Focus On Others First

Effective leaders always deliver measurable results by developing the strengths of those around them. They demand the best from people by building on their strengths rather than focusing on their weaknesses. Always an encourager, his or her first consideration regarding a decision is how it will affect those involved.

Focusing on others first does not mean that you disregard your own best interest. Self-interest is always a vital part of the equation, but never first. The effective leader focuses on OTHERS first and, as a result, attracts buy-in, cooperation, and commitment!

#2 – Commitment and Resolve Are Consistently Attractive

A very important ingredient in the power of attraction is being goal-directed. People are not attracted to aimless drifters. None of us would be attracted to a person who had no idea of his or her direction, commitment, or resolve. You need clear direction, firm commitment, and resolve.

Others will see that resolve and be attracted to it.

An example of this as work was after I had finished

the leadership development work with my very first client back in 1979. He told me that he had decided to hire me to work with his company because he wanted just a touch of my passion for effective leadership. Passion, commitment, and resolve are key ingredients in the power of attraction, and those qualities come from being a sold-out, committed, goal-directed person.

#3 – A Positive Self-Image Is Worth More Than Gold

You cannot hide your true self-image, but you can improve it with positive self-talk. Every time I have a negative, fearful thought, I replace it with a positive affirmation. Over time, these affirmations build a more positive self-image, and a positive self-image is attractive. Everyone wants to associate with a person who is courageous, honest, compassionate, and encouraging.

Only a person with a positive self-image can possess such qualities.

#4 – You Must Be Aware Of and Attentive to How Other People See You

Your first impression is probably the most important, but your consistent impressions have a cumulative impact that either attract or repel. Though some say that how you look shouldn’t matter, the effective leader understands that good impressions enhance his or her favorable impressions. We live in a physical environment, and we attract or repel by the impressions we give.

With that said about physical impressions, I cannot leave this issue without mentioning the most unfavorable and negative impression you can make … the impression of pessimism. Pessimism repels faster than any other negative impression you can make. Pessimism says, “let’s keep everything like it is even if it doesn’t work,” “we tried that before,” and “it’s impossible.”

Does this sound familiar? Positive expectancy is attractive; pessimism is unattractive. You must adopt the language of positive expectancy if you desire the power of attraction.

#5 – Confidence Is the Most Attractive Impression You Can Make

Confidence always attracts positive outcomes. Since you build confidence from successful attempts, find a proven system and stick with it until you begin to experience successful attempts. Stop wasting negative energy on reinventing the wheel.

If you do not have a proven system, find someone with experience, and ask them to help you build one. Consistency within a proven system will beat creative brilliance 90% of the time.

Getting the Power of Attraction Into You

As we’ve learned, the foundation for the power of attraction is considering others first, being goal-directed, having a positive self-image, making good impressions, and developing confidence.

I have heard the quote, “Fake it until you make it,” but I resist the shallow message of that affirmation. The people you do business with will be able to tell if you genuinely have these attributes or if you are faking it. The power of attraction is most important in influencing others, and it should always be genuine.

Inspiring genuine growth and achievement in leaders, David Byrd has 30 years of experience working with top business executives and their organizations. He is a master of effective leadership and works closely with leaders worldwide to maximize their leadership potential. For more information about conquering apathy, the 4 personal powers, or help taking your business to the next level, visit http://www.authorsup.com/David-Byrd.

Do you spend a lot of time and energy courting prospective new customers, hoping to pump up your bottom line? If so, you’re probably missing an untapped source of sales that exists right inside your company — there’s truth in the statement that your customer list is your most valuable asset.

There’s a gold mine of opportunities to make easier sales and create a loyal following of customers that will return time and again by using your existing customer base to grow your sales. But when I ask small business owners what action they are taking to keep in touch with current customers, the answer is normally “we don’t.”

How do you turn a pile of dusty invoices and sales receipts into profit generators for your business? How can you create loyal customers who will return time and again to increase your small business bottom line? There are three keys to creating customer loyalty.

1. Know Who They Are. Do you? Compile and maintain a list of your customers. Track their habits. Monitor your list so you know when they are doing business with you differently. Then ask why.

2. Know What They’re Worth. I overheard a remark the other day. It was, “Oh, that lady. I barely pay attention to her. She comes in twice a week,

   but only spends about five dollars. What a waste of my time.” Have you had the same thought about any of your customers? Before you dismiss the customer that only spends five dollars, take a look at her long-term value. How often does she purchase over time? How many people does she refer to you that have the same spending habits? A $5 customer can really be worth over $50,000 in the long term and should be treated like a queen.

3. Take Action. Your customers are busy people. They need to be reminded that you exist and how you can eliminate their pain (wants or needs). Have you ever received mail from a company and decided to save it so you could “check them out later?” Then you find that piece of mail in your “to do” stack months later and realize you never contacted them. Your customers do that too. You have to remind them. Often.

Customer loyalty is not rocket science. But it does take consistent effort. Over 90% of small business owners are letting money walk out the door of their business each and every day. Are you one of them?

Denise O’Berry helps small business owners take action to grow their business. To find out more, visit http://www.deniseoberry.com

Your prospect is in the market for a widget, just like the one you sell. She surfs over to Google (or picks up her Yellow Pages) and looks up “widgets.”

She is immediately greeted by 15 different widget companies, including yours. How does she go about making her selection? And what can you do to make her more likely to select you?

This is where your Unique Selling Proposition (USP) comes in. Your USP tells Ms. Prospect what is different about you, and why she should choose your product or service over that of your competitor.

So, how do you determine yours?

First, you need to sit down and make a list of all the benefits of doing business with you, and those of your particular product or service. Be sure they’re really benefits, and not just features. Put yourself in your customer’s shoes: What does your widget do for her? How does it make her feel? What is the emotional payoff for her?

Next, you need to have a look at the competition. Is there any way your widget is different from theirs? What benefits are they stressing? What are they not talking about?

If there really is something unique about your product or service, by all means focus on it. But it

may be that your competition offers something very similar to you. That doesn’t mean that you can’t stand out. It just means that you have to find something to focus on that isn’t already being talked about.

Go back over your list and cross out the benefits your competition claims. From what’s left, pick out five or six of your strongest entries.

Now, sit down and take a look at your target customer. What are her core beliefs and desires? What keeps her awake at night? Find the benefit that speaks most directly to her.

Boil that benefit down into the shortest sentence possible. Make it tight, use action verbs if you possibly can, and make it catchy.

Congratulations! You now have a USP that can (and should) be used in every marketing communication you issue. And your prospect has a reason to choose you over the competition.

Lisa Packer, author of “How To Dramatically Increase Your Business… Without A Blockbuster Budget” and “7 Ways To Get A Pay Raise From Your Web Site” is an independent Copywriter and Marketing Consultant. Find out how to get these two reports, plus more helpful articles like the one you just read at http://www.dramatic-copy.com/.

Dramatic Copy: Copywriting That Dramatically Increases Your Business.

For generations people have been saying that laughter is good medicine. And now the scientists have taken an interest it turns out great-grandma was right. The boffins have discovered that laughter releases helpful goodies in the body which boost your immune system. In fact the therapeutic benefits of laughter are now being harnessed by academia and the business community into laughter workshops and other formalized chuckle sessions. Get the workers laughing and you raise productivity, so it seems.

However it is extremely easy to get humor wrong. And a joke that’s sent to someone who doesn’t see the funny side will create more ill health through raised blood pressure than a few laughs could ever cure.

So what’s the answer? How do we harness humor and make it work for us, not against us?

People often say that the internet’s international nature makes it an unsuitable environment for humor for fear of it not translating across national boundaries – and inadvertently causing offense. But there are a couple of simple rules which – although not universal panaceas that always work – can help you use humor without risk.

Use humor about situations, not people. If you think about it, the butt of many jokes and other humor is a person or group of people, so it’s hardly surprising that offense is caused. The more extreme types are obvious – mother-in-law jokes, blonde jokes, women jokes, men jokes – but there are many more subtle ones too.

Then there are the nationality gags. I remember in one year hearing exactly the same joke (in three different languages) told by an American about the Polish, by a Canadian about Newfoundlanders, by a French person about Belgians, by a French-speaking Belgian about the Flemish, and by a Flemish person about the Dutch.

Obviously most humor is going to involve people in one way or another. But as long as the butt of the joke is a situation or set of circumstances, not the people, you’re far less likely to upset anyone. And there is an added advantage here. Whoever they are and wherever they come from, people will usually identify with a situation. Take this one for example…

Some people are driving along at night and are stopped by a police car. The officer goes to the driver and warns him that one of

the rear lights on his SUV isn’t working. The driver jumps out and looks terribly upset. The officer reassures him that he won’t get a ticket, it’s just a warning, so there’s no problem. “Oh yes there is a problem,” says the man as he rushes towards the back of the car. “if you could see my rear lights it means I’ve lost my trailer.”

As the butt of the joke is the broken rear light and the loss of the trailer, not the policeman or the driver, no-one can be offended. And most people can identify with how that would feel.

The other key issue with humor is wordplays, puns, and anything else that’s based on figurative speech, slang, or jargon. The short answer is they don’t work internationally. However if the play or double entendre is in the concept rather than the words, it probably will work.

These may be funny to us, but would not be understood by anyone who is not a good English speaker because there is a play on the words:

* Deja moo: The feeling that you’ve heard this bull before.

* The two most common elements in the universe are hydrogen and stupidity.

These, however, probably would be understood because the humor is in the concept, not in the words themselves:

* You don’t stop laughing because you grow old. You grow old because you stop laughing.

* The trouble with doing something right the first time is that nobody appreciates how difficult it was.

Overall, I think it’s wise to use humor as a spicy condiment in your business comms. And just as you would with the chili powder, use it in moderation if you don’t know the audience well … and if you know they have a very sensitive palate, don’t use it at all!

Canadian-born Suzan St Maur is an international business writer and author based in the United Kingdom. In addition to her consultancy work for clients in Europe, the USA, Canada and Australia, she contributes articles to more than 150 business websites and publications worldwide, and has written twelve published books on business writing, marketing, publishing and humor. Check out all her current books here.

To subscribe to her free biweekly business writing tips eZine, TIPZ from SUZE, click here.

(c) Suzan St Maur 2003 – 2005

Even though many interpersonal communications are conducted via computer and cell phone, paper stationery is still an important tool in the communications arsenal of the information age. Do you love the stationery you’ve seen in the store or online, but can’t think of a single reason you would need it? Here are the top 10 occasions for using personalized stationery — pick one or use them all!

#10. We’ve moved / keep in touch

Mailing an announcement on paper stationery is the best way to notify friends and loved ones when you move or buy a new home. First, they are sure to read it, as no one gets much real mail other than bills and advertisements. Second, if you use high quality stationery, they are likely to keep it somewhere prominent such as displayed on their refrigerator. No one likes to throw away pretty cards or stationery! Even if you haven’t moved recently, you can use personalized stationery just to keep in touch, even with people you email on a regular basis. The gesture of sending a personalized note tells your friend or loved one that you were thinking about them in a special way, and making a effort to make that extra personal connection.

#9. Sympathy

No one looks forward to having the occasion to write sympathy cards, but this gesture is extremely important to the bereaved. Expressing your condolences helps them to feel they are not alone, and the sentiments are often a comfort over time as they re-read messages to remember and celebrate the life of the deceased. Consider using personalized stationery rather than a greeting card from a big box store. The personal touch of custom stationery makes a statement that you really care, and enhances the keepsake value of the memory you are creating for the bereaved.

#8. Get well / support a friend in time of need

Similar to sympathy notes, “get well” messages are much more than symbolic to the ill person. A personal note can have important psychological benefits which will help aid in their recovery. Taking the time to choose personalized stationery adds more weight to your sentiments than a regular card. And you don’t have to reserve this gesture for major surgeries and hospitalizations — use stationery to express your support when you know a friend is in crisis, or even if they’ve just had the flu and are feeling under the weather.

#7. Congratulations

You say congratulations all the time in person, or often in email, but how often do you really go out of your way to acknowledge a friend or colleague’s accomplishment or say “job well done”? Congratulations are appropriate for more than high school graduation or getting a new job, although those are both worthy events that often get overlooked or under-recognized. Give kudos on personalized stationery for a difficult task completed. Another nice occasion for congratulations is when a child has performed well on an important test or academic milestone. Use personalized stationery to enhance your reward and motivation relationship, and chances are your child will cherish those notes of encouragement for many years to come.

#6. Dinner/houseguest

Another often looked occasion to use stationery is when you have been hosted at someone’s house for dinner or overnight stay. You say thank you when you’re there, but it isn’t necessarily good enough to stop there.

Good manners dictate a handwritten thank you note when a host has gone out of their way to extend you hospitality. Your thank you on quality personalized stationery expresses your true appreciation, graciousness, and helps to ensure a return invitation in the future.

#5. Business

Never underestimate the power of a handwritten note or letter to enhance your business relationships. Whether you are saying thank you for lunch, the opportunity to introduce yourself or following up on a previous contact, personalized stationery gives you an added edge simply because most people don’t take the time to use it. Anyone can send an email, and email still has its place in business, but you can really stand out in their memory by handwriting communications on high quality professional stationery.

#4. Friend did you a favor

Isn’t it great to have someone in your life you can rely on? Let your friends and loved ones know how much you appreciate them when they help out with last minute babysitting or pick up a cake for you. A thank you on personalized stationery says that you noticed, and you don’t take them for granted. You can even practice this custom when a co-worker gives you a ride to the auto shop — remember, they didn’t have to do it!

#3. Birthday or other party hosted in your honor

Acknowledging gifts is not the only time to say thank you. Thank friends, family or coworkers for any luncheon or party hosted in your honor, whether for your birthday, anniversary, promotion, or service award. As important as it is to recognize gifts, it is even more important to recognize those who have put in a lot of effort to make this event happen for you. Tell them how much you appreciate it with a handwritten letter on personalized stationery.

#2. Life events: weddings, births, and religious celebrations

The most common occasion for using stationery is for life’s major events: weddings, births, and religious celebrations such as baptisms or bat mitzvahs. And for each event there are multiple needs for stationery: save the date announcements, invitations, RSVP cards, programs, table cards, and, of course, thank you notes. You will want to use personalized stationery on par with the occasion. After all, most of these events occur only one time in a person’s life. Celebrate and memorialize it with personalized stationery.

#1. Express love to your partner

And finally, the number one occasion to use stationery is to express love to your partner. Write a letter about a special day you shared and how you will always remember it. Thank him or her for being there when you need it. Share your hopes for your future together. Handwritten notes express love now and create mementos for years to come. Don’t wait until it’s too late or you regret you never said how much you care. And for a lighter take on this, use stationery instead of text messaging to ‘make a date’ with your spouse or flirt during the day. Tuck a note in your partner’s lunch bag when they’re not looking — this is a sure way to brighten their day and spice up your nights together!

About Author:

Shawn Thomas is a freelance writer who writes about writing rules and grammar, letter writing and etiquette, often focusing on specific products used in writing such as stationery.

A marketing tag line is the one or two line descriptor that often comes after a product logo or company name. It is one of those things that looks simple but isn’t. Large companies pay advertising agencies a lot of money to develop tag lines for their companies and brands.

Many companies, however, do not have a large enough budget to hire an advertising agency. If you belong to one of these small budget businesses, do not despair. With some creativity and persistence, you can develop your own tag line.

First, decide what you want to communicate with your tag line.

If you have a positioning statement and/or unique selling proposition, write them down. Your tag line should reinforce them.

Ask yourself these questions.

1) Who are your customers?

2) What benefits do you give your customers?

3) What feelings do you want to evoke in your customers?

4) What action are you trying to generate from yourcustomers?

5) How are you different from your competition?

Try to get one or more of these across in your tag.

Second, prepare to brainstorm tag line options.

Gather tag lines from other companies and brands. Look in other categories besides your own and try to find tag lines from both large and small companies.

As you find tag lines, write them on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm.

Pay attention to the words used, how they are put together, and which of the above questions they address. By doing this, you are more likely to come up with a unique angle for your own tag line.

NOTE: You are looking at others’ tag lines only to spark ideas. Do not plagiarize. You must come up with your own, original tag line.

To find tag lines, look around. You may find them anywhere there are advertisements, packaging, or logos. Look in cupboards, around desks, in magazines, on TV/radio commercials, in print advertisements, and on Web sites.

To get you started, here are some tag lines I found in only a few minutes:

- hp – “invent”

- Craftsman – “Makes anything possible.”

- Kenmore – “Solid as Sears.”

- Hersheys.com – “The sweetest site on the Web.”

- WebSiteMarketingPlan.com – “Marketing Plan and Web Promotion Strategy.”

- Marketing Best Practices – “The Web’s leading smallbusiness marketing newsletter.”

- Nike – “Just do it.”

- TLC – “Life Unscripted.”

- Surprise by Design

TV show – “We’re not just changingrooms. We’re changing lives.”

- Schnucks (Midwest Grocer) – “We make it easy.”

- Berry Burst Cheerios – “Naturally sweetened whole grainoat cereal with real berries.”

- Altoids – “Curiously strong peppermints.”

- The Name Stormers – “Company and Brand Name Development.”

Find your competitors’ tag lines – look at them and strive to be better and different.

Gather together books to help you come up with different ways to phrase similar ideas. My favorite is “Word Menu.” Others likely to be of help are “The Describer’s Dictionary” and “Twenty-First Century Synonym and Antonym Finder.”

Third, brainstorm.

This works best if you can get a small group together, but can also be done solo. Set up a place with a lot of writing space – use dry erase boards, easels with big paper pads, note cards, etc.

Go through your props. Look up words or concepts in the books. Rearrange your various props so you can look at them in different ways. Write down *everything* that comes to mind and all the new ideas each phrase sparks. They do not have to make sense. You want a large number of ideas.

Fourth, consolidate your list.

After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones to fewer words.

Fifth, choose the one best tag line.

You should be left with a short list of possibilities. To pick the single best tag line, get others’ opinions. If you have some funds budgeted, work with a market research firm to test the tag lines with your customers.

You can also conduct informal research. Set up a free survey at SurveyMonkey.com and encourage people to take the survey. If you have direct contact with customers, ask them what they think. Give them an incentive to help you, such as a discount or small freebie.

When you are done, you will have a tag line that will help your business thrive.

About the Author

Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network http://www.WebSiteMarketingPlan.com and author of the marketing plan and Web promotion book “How Much For Just the Spider? Strategic Website Marketing For Small Budget Business, howmuchforspider.com/TOC.htm .

Copyright 2003, 2004 Bobette Kyle. All rights reserved.

Interesting title to this article don’t you think? Well, the reason behind it is powerful and life changing.

If you do any kind of selling this post could be the most important thing you read and act upon in 2006.

So, why are your customers lab rats?

I’ll tell you why you need to think of them in this way and how by doing so you can make your selling job easier and your profits go through the roof.

I was listening to an old interview with Speed Selling Expert John Paul Mendocha this morning and from that interview I was reminded of this utterly simple and clear headed concept.

Think of all the people in your universe (the entire pool of people you could possibly sell to) as lab rats. Some of them are black rats, white rats, beige rats, grey rats, spotted rats and so on.

To be truly successful in selling and marketing and to make your success faster and easier you need to know exactly which type of rats you are going to do research on. So let’s say the white rats have some propensity to buy from you more than any other color (maybe even just a little).

Once you know this you need to stop all your selling and marketing efforts to any rat that isn’t white. This makes your job not selling your services but finding the white rats. Which do you think is easier to do…sell or pick out white rats out of a group?

In real terms these concepts are targeting, picking a niche, qualifying and disqualifying in your business, marketing and sales efforts.

In 2006 I want you to limit the number of customers you can talk to. I want you to reduce the size of the pool you play in. I want you to not focus on a mass audience but on a very narrow one.

That’s right…I’m telling you to reduce the number of potential targets you can sell you goods and services to.

Sounds counter intuitive doesn’t it? It’s not!

With your focus on only the best prospects and a smaller number of them your marketing and selling can be much more effective. You will have more money and time to concentrate, penetrate and infiltrate that group and your results will be significantly greater then if you were to “spray and pray” your dollars, time and effort on a large pool of random people.

Let’s go back to our “lab rat” analogy.

Think of your business as a big lab study. First you have to decide what animal you are going to perform the study on. We were talking about rats before but let’s

take a step back for a minute.

The choice of what animal out of all the animals available for study is called niche targeting and there are several options to choose from. They are:

Occupations: Lawyers, Doctors, Trash Collectors, Realtors

Geographic: People in a five mile radius, people in a certain subdivision, people in certain towns, zip codes, voting precincts, school districts, metropolitan areas or states.

Demographic: People that have certain characteristics in common. For example income, drive the same kind of car, gender, have kids, height, weight, ethnicity.

Psychographics: These are the things that people are passionate about – their likes and dislikes, their passions, their love hate relationships with things. These are tougher to reach but they are generally really motivated buyers.

Here are some examples:

Love rap music

Hate country music

Loved the eighties

Hate the Miami Dolphins

Love George Bush

Hate Hillary Clinton

Hate Mercedes Benz

Love chocolate

Hate John Mayer

You get the picture here.

Now, let’s say we choose Occupations and Realtors in Florida. That’s who we’re going to target. We just picked rats as the animal to do the study on. But we have all these rats to choose from – black, grey, beige, spotted and white.

Through experimenting we find that the white rats are the ones with the best temperament for the experiment (the easiest to sell to) so now it is our job to find all the white rats.

How do you do that?

You qualify and disqualify. Here are five questions you can ask to pick out the “white rats” and make your selling process easier.

1. Does this rat have the money to buy my product or service?

2. Does this rat believe and buy into my big benefit or Gravitational Proposition?

3. Does this rat have a sense of urgency to purchase?

4. Is this rat capable of making a buying decision?

5. Does my product or service fit into their overall plan?

If your rat meets these five criteria or a good number of them they are “WHITE”. So now that you know you are only talking to rats (realtors in Florida) we don’t try to sell we try to find the “White” ones – the ones that fit these five criteria.

Go find your white rats and make 2006 your best year ever!

Jimmy Vee and Travis Miller are the authors of “The Ten Tall Tales Of Traditional Advertising That Cost You Tons” and their newest release, “The Small Business Owner’s Guide To The Galaxy: Jim & Travis’s Super-Stellar, Out Of This World, Step-By-Step Guide To Generating Leads, Attracting Customers and Making Sales.” Get FREE small business marketing tips, shortcuts and secrets – RIGHT NOW – at The Small Business Marketing Resource Site!

Although I never met the man, I imagine Lou Boudreau would have made one heck of a field sales trainer. In 1942 the 24-year old Cleveland Indians shortstop was promoted to player/manager of his team, and for the next eight years Boudreau did what we, as trainers, are called upon to do every day: demonstrate success, inspire success and cultivate success. Think of it as the triple play of sales training.

DEMONSTRATE

A seven-time All-Star shortstop, Boudreau was only the second manager to take the Indians to a World Series Championship, and no one has done so since. Clearly, he was a man who demonstrated success. As field sales trainers we must similarly make success a habit. A field contact with a trainer may be the first “in situ” opportunity a new rep has to test their impressions of the company, and possibly selling in general. Is what we say consistent with the corporate sales direction? Is what we do consistent with what we say? Most importantly, are we successful at gaining customer commitment and moving the sales process forward?

Inexperienced reps may need guidance on effective territory management and specific techniques for gaining access to prospects. Experienced reps are more familiar with the demands of the position, so their concerns are usually more territory-specific. Their willingness to accept us as role models may depend on how well we demonstrate successful resolution of field challenges: “The key thought leader in my area is on the speaker’s bureau for Competitor X. How can I compete with that?” “Most of my key decision makers won’t see reps. What can I do to impact their decision making process?” Established reps need to know that we have successfully overcome similar challenges and can give them strategies to do the same.

Demonstrating success is also vital because as field sales trainers we hold a uniquely dual role in the sales organization. In addition to the time we spend training and coaching sales reps, most of us are responsible for increasing sales and growing market share in our assigned territories. Our ability to manage our time and territory productively is vital in order to reach our own performance goals.

INSPIRE

Selling is fun when sales are good, but experienced reps know that’s not always the case. Without any warning you run smack into a competitor’s newly expanded sales force. Your blockbuster technology launches with software challenges. You spent your weekend studying a new clinical reprint, but every doctor you see wants to talk about last night’s exposé on the cost of prescription drugs.

Inspiration is our second wind. It keeps us focused on the big picture when our progress temporarily stalls. It’s a safe bet that all sales reps want to succeed… a good trainer will inspire them to succeed. The wanting gives us aim, but it is the inspiration that makes us reach. Hall of Fame pitcher Bob Feller understood the power of inspiration to drive performance: “I remember in 1948… I was having a rough season, and instead of replacing me Lou (Boudreau) said ‘We’re going to sink or swim with Feller’. After he said that I won 10 of my last 12 games. He instilled a confidence in his players they never forgot.”

In the final analysis inspiration is unique to the individual, so figuring out how to inspire our sales reps may be the most challenging aspect of being a trainer. It can also be the most rewarding.

One way to inspire success is to celebrate its many

forms. Baseball fans illustrate this perfectly. Do they wait soundlessly for the final out in the bottom of the ninth? Of course not! They cheer every solid crack of the bat… every difficult catch… every stolen base, because they recognize that each of these small successes brings them closer to their ultimate goal. The more skillful the play the more fervent the cheer, which motivates the athletes to stretch their abilities to achieve even more.

I think the single most inspiring thing you can do is to pay attention to your reps. Don’t wait until the bottom of the ninth to commend their progress. Make a point to notice their incremental gains and celebrate their success!

CULTIVATE

When I first started in sales I thought I should be just like Gregg, the most successful member of my team. I stifled my own personality and conducted my sales presentations as if I were Gregg, copying his voice inflections, the rhythm of his speech, and even some of his jokes. It wasn’t long before I began to suspect that his achievement was more a matter of luck than skill, because clearly, this selling approach was a failure!

In truth, the failure was mine. By rejecting my personal style I had violated one of the fundamental principles in cultivating success: respect individuality. Gregg’s approach worked for him because it was his. When I rediscovered my style and trusted my own instinct, that’s when I developed success. When Boudreau was promoted to player/manager his team was made up of more than just shortstops. He led his team to victory by relying on each player’s unique strengths to overcome the challenges of their position. Whether we are working with new or veteran reps, we must respect that their individual traits and talents have gotten them this far. Our job is to expect more.

How can we help our reps progress from expecting more to achieving more? By encouraging risk taking and new behaviors. Too conservative a team culture makes it difficult to raise the bar; few are willing to reach higher, for fear of falling short. As trainers we should be first at bat, risking innovative approaches and new ideas. Boudreau wasn’t afraid to think differently. He recognized that teammate Bob Lemon was misplaced as an infielder, so he reassigned him to pitcher, liberating Lemon from mediocrity and helping him achieve MVP/All Star status.

BATTER UP!

Just as a coach can’t swing the bat for the player at the plate, we can’t be with our teams every play of the game. We must share our best techniques for sales success, so that when split-second adjustments need to be made, they have the skills to make the right ones.

“I can’t be with you every day” has become something of a team slogan; a reminder that ultimately we each bear responsibility for creating our own success. As trainers our mission is to teach the art of unflinching self-assessment. Perhaps the most important thing we can give our reps is the ability to evaluate themselves honestly and specifically. Once they master that skill set they will be rounding third and heading for home!

Copyright ©2004 by Sally Bacchetta. All rights reserved.

Sally Bacchetta – Freelance Writer/Sales Trainer

Sally Bacchetta is an award-winning sales trainer and freelance writer. She has published articles on a variety of topics, including selling skills, motivation, and pharmaceutical sales.

You can contact her at sb14580@yahoo.com and read her latest articles on her website.

Sometimes, one of the most difficult things to teach beginning sales professionals is the difference between features and benefits. All too frequently, sales people list their product or service features, without articulating how those features will ultimately benefit that prospect or customer. Unfortunately, your prospects or customers are not always able to make that leap for themselves. And when they do not see the benefit, they do not buy. So—what is the difference between features and benefits? How do you articulate that difference?

Product or service features are facts—they are just there. There is no real value or judgement attached to them. They simply exist. For example, the product is blue, it’s a certain size or shape. Another example: the store is open 24 hours.

The most important thing you want to remember about features is:

Nobody cares!

Your customers are buying benefits. They are saying to themselves, “What’s in it for me?” “What will this do for me?” “What will this do for my company?” “How will this affect my bottom line?” “How will this affect my employees?” “How will this affect customer relations?”

People buy for their own reasons, not for yours. And people buy because they believe that the product or service will get them what they want. And what they really want is a Big Benefit. Big Benefits are things like financial stability, love, recognition, independence… There are many—because they are basic human desires.

Customers and clients want what they want; not what you think they may want or should want. They have their own reasons for buying. You may have to help them identify those reasons, but they will be theirs, not yours.

To illustrate the difference between features and benefits—a personal story:

In my living room, I have two beige chaise lounges. I have had these beige chaise lounges for a while—so, they were no longer quite so beige, and I decided it was time to have them cleaned.

I called a cleaning service that said they would send over a “cleaning expert” to “evaluate” my two beige chaise lounges and give me

“cleaning options.” I said—”Send him over!” I was very excited!

On the appointed day, the “cleaning expert” arrived, laden with his cleaning equipment. He looked at my two beige chaise lounges and told me he could clean them with Solution A. This would cost $100.

Not being a “cleaning expert,” I was confused. I had never heard of Solution A. And besides, I wanted options!

I expressed my confusion, whereupon the “cleaning expert” explained that Solution A was “chemicals.” He said another option would be Solution B; that would cost $200.

I asked, “What is Solution B?”

The “cleaning expert” told me, “Solution B is more chemicals.” He added another option: Solution C. That would cost $300.

Guess what was in Solution C?

Even more chemicals!

Chemicals, more chemicals and even more chemicals are all features. And I didn’t care! I wanted clean, beige chaise lounges!

$100, $200 and $300 are also all features. I cared a little more about those—but I still wanted clean beige chaise lounges!

The “cleaning expert” was selling features: chemicals and price. He should have been selling Big Benefits, i.e.—”You’re going to have a beautiful home.”

Here is an easy way to identify benefits: Make a list of all of the facts/features of your product or service. Don’t think about it, evaluate it or judge it. Just list them. Once you have that list, go through the list item by item, putting yourself in your prospect’s shoes. Say to yourself (as your prospect), “What’s in it for me?” Then, write down the answer. Once you have done that, you should have a compelling list of customer-centered benefits. Once you have that list of benefits, it will be easy to make your prospects and customers understand what’s in it for them.

Wendy Weiss, “The Queen of Cold Calling & Selling Success,” is a sales trainer, author and sales coach. Her recently released program, Cold Calling College, and/or her book, Cold Calling for Women, can be ordered by visitinghttp://www.wendyweiss.com. Contact her at wendy@wendyweiss.com. Get Wendy’s free e-zine at http://www.wendyweiss.com.

© 2004 Wendy Weiss