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JEFF MOWATT: INFLUENCE WITH EASE
Jeff Mowatt is an Here are three key opportunities where a little
award-winning speaker humility pays off substantially.
and the author of Mention your homework. Rather than start-
Becoming a Service Icon
in 90 Minutes a Month. ing a sales conversation by asking about potential
For more business- customers’ needs, try commenting on something
building ideas or to book you saw on their Web site or read about them in
Jeff for your team, visit an industry journal. It’s a powerful way to confirm
jeffmowatt.com or call that you’re knowledgeable without coming across Recognize a
ART GLAZER
1-800-JMowatt. as one who brags. good idea when
Confirm your understanding. You may be The humility a great listener, but are you perceived as such? you hear one Being regarded as a poor listener is a surefire way PEOPLE ALL OVER the world to kill a sale or curtail your career. Fortunately, by are discovering a simple and
advantage using a little humility, this is easy to correct. For cost-effective way to promote
example, repeat your understanding of customers’ their businesses: podcasts. A
podcast, quite simply, is an
needs with the phrase “Let me make sure I’ve got audio file that can be down-
SEE IF THIS applies to you or your team members: this straight.” loaded automatically and played
You’ve been working in your industry for several Ask permission to present. You’ve prob- on an MP3 player or computer
years. Your responses to requests from customers ably heard that people don’t like to be sold to, or be burned onto a disc.
are fast and accurate. You know your stuff, and but they love to buy. That means that before you Podcasts make a great
your product knowledge is one of your greatest present the benefits of your products or services, business tool as they provide a
strengths. If this is the case, then the bad news is remember to ask for permission. First, ask about way for business owners to
that your extensive knowledge may also be one of customers’ needs, confirming your understanding talk about and educate cus-
your greatest weaknesses. The reason: You may with “Let me make sure I’ve got this straight …” tomers on their business, ser-
be inadvertently coming across as arrogant and Later, ask permission to present with “Based on vices, products or industry
trends. These personally
insensitive. what you’ve told me, I do have some thoughts. recorded messages not only
In other words, the greater your expertise, the Would you like to hear a couple of options that I add a personal touch to a Web
more likely it is that you are unintentionally rub- think would fit for you?” Once customers agree, site, they also serve as a rea-
bing people the wrong way. The good news is that they’ll feel less like they are being forced and more son to return to a site.
there’s an easy way to alter this perception. like they are being helped. C One Web site good for
exploring the variety of busi-
Hire seasonal help,
canadapodcasts.ca). This direc-
not seasonal hassles
ness podcasts available is
CanadaPodcasts.ca (www.
tory lists some of Canada’s
best podcasts covering the
environment, arts and enter-
SUMMER IS A time when to your competition. tainment, food, politics and, of
many companies anticipate an • Put the right message course, business.
increased amount of business in the right place. Use Another site for listening
PHOTODISC
and expect their current staff words that attract seri- to business-related podcasts is
to be overwhelmed. Employing ous workers, not peo- the Canada-Ontario Business
extra help is about more than ple just looking to Service Centre. Their Web site
just adding hands. make a buck. And don’t rely bonus or paid time off. ( www.cobsc.org/en/podcasts.
“Finding great employees solely on your newspaper’s • Train better than you think cfm) offers a series of pod-
is never easy,” observes Costco “help wanted” section. Be you have to train. Provide an casts covering everything from
member Mel Kleiman ( www.creative. Post colourful, eye- extra day’s training before recognizing a good idea to cre-
kleimanhr.com), an expert on catching fliers in places expecting new hires to work ating a business plan to the
hiring and retaining the best where the kinds of employ- on their own. basics of setting up an e-busi-
hourly employees. “But the ees you want go. • Take a positive, long-term ness. C
consequences of hiring any • Recruit wherever you are, approach. Make seasonal
other kind are much harder.” and make the most of every employees’ work experience
Do you have a favourite
He offers these tips for resource you have. Put a positive one so they’ll
business-related podcast or
finding the right personnel. recruiting messages on busi- want to come back.
have you created one to
• Hire only those people you’d ness cards, and give a card “Hiring [seasonal] help
promote your enterprise? Do
want to keep. If you wouldn’t to everyone who provides doesn’t have to be a hassle,”
you have additional questions
hire them before a seasonal you with exceptionally good reminds Kleiman. “Just keep
about podcasts? We’d love to
rush, don’t hire them now. service. Ask your employees your sights and your standards
hear from you. Contact us at
Customers may forgive ser- to do the same, and reward high. When you look at your
connection@costco.com.
vice that’s slower than usual; those who bring you a good books … you’ll be thankful
Please put “Podcast” in the
poor service will send them hire with an immediate cash you did!” C
subject line.
