If the premise of my prior blog post is correct, that you need to have passion for your product to be successful, then why are companies without passion still around? That is the question posed in a comment to my post reprinted below :
" So I’m torn. I agree that I’ll pay more to buy from a person I trust. And I’ll pay more for a sales relationship than just a sales transaction. But if that’s true, why do we continue to have abusive relationships with some of the most important business relationships in our lives?
How do you feel about Microsoft? About your home lender? About your car company? About CalTrans? About the DMV? About your cell phone provider? How do you think they feel about you? Do you think they spend a lot of time worrying about your hopes, dreams, and desires (until your monthly payment is late?)
How come United Airlines still survives in a world with Virgin Airlines? Why would anyone possibly want a Zune? Or for that matter a Pontiac Aztec? Is it because we’ve been taught to accept sub par service and a near-hostile relationship with some companies? "
Craig makes a great point. Companies that have a monopoly or provide a unique service can stay alive for a while. And he's right about United Airlines - they seem to barely tolerate customers and charge extra for every bag that you take on their plane. Do they not expect travelers to have luggage? And there are long lists of companies that are still in business inspite of themselves.
I expect them to eventually fall by the wayside as companies with passion for their products and customers fill the voids they have created. I have read a ton of books on customer loyalty and the companies who consistently sustain long term profitability are the ones who have learned how to take care of their customers. The technology leaders who got there first succeed for a while, but they eventually lose their edge. The airlines who have one or two exclusive routes get desperate passengers on their flights, but those passengers quickly return to Southwest when they have the opportunity.
And I love my current car company - Honda and my former car company - Saturn, even though Saturn seems to be at the end of their run. (I got a "personal" note from the company to that effect.)
I wish I knew why the "bad" guys are still around, I imagine they are feeling the pain of the economy more than others, but I would love to hear more opinions on this subject.
Thanks, Craig!
People don't buy products. They buy relationships. They want to be associated with a company they trust, a person they like, or a product that makes them feel good.
If you want to be successful in sales, you need to first establish a relationship. All of the good salespeople know this. They get to know their customers well.
People in product management roles need to understand this concept. When you are the person representing a product, it is up to you to build rapport with any one asking about that product. Get to know information about them and try to relate your solution to your audience. The connection you form will help you get your product noticed.
If you come across as flat, monotoned, and poorly informed, your product will be seen in the same light. If you can't get excited about your own product, how do you expect anyone else to? Your enthusiasm should be conveyed in every written communication, presentation, and marketing piece that you create. Without passion, you are wasting your time trying to inspire others to sell or buy your product.
A small company full of passionate employees who are excited by their product will beat a well-marketed, but uninspired product team every time.
Tiffany's has this one figured out. Just by handing a person one of their signature turquoise boxes you establish your expertise as a gift-giver.
So does Mont Blanc. The box containing one of their pens is as exquisite as the item contained within it.
Nordstrom's offers free gift wrapping with every purchase and they add little flourishes that make your package shine. You feel good about buying with them.
People need to think more about packaging themselves. And not just dress, hairstyle, and body language. While these are very important, I think communication skills are the most important part of presenting yourself as a professional.
Good communication can help you close a deal, make an impression, get promoted, make a connection and drive change. It can be written or verbal and it involves body language, facial expression, and voice as well as your words.
Just look at the number of job postings on Monster.com that mention communication skills.
I learned this lesson the hard way. I was a staff accountant at Deloitte in Greenville, SC when I got a sixth month review. It was on the standard blue form that Deloitte used to grade each of its staff people. It included a letter grade and details of performance across a number of areas that related to an accountant's job.
I got my review from the partner that day. My overall score was a D and I received low scores in every area of the review. I was devasted. While I had performed the requisite tasks at an appropriate level, the partner told me that he had given me this score because of my trouble communicating. I was timid, unsure, and lacking in confidence. That lack of confidence pervaded every task that I had to complete - calling clients, talking to partners, writing memos. And he advised me to work on communication if I wanted to improve.
At the time, I didn't quite know how to work on those skills. It wasn't until much later that I discovered that I enjoyed public speaking and began studying in earnest - by reading everything in sight on the subject, taking classes and listening to all of the great presenters I could find.
People are very surprised to find out that I used to be shy and quiet. In fact, one friend asked me "who let the Geni out of the bottle and how can we get her back in?"
If you want to make an impression with clients, customers, future employers, co-workers, please work on this one critical area - read about writing, write about reading, take public speaking classes, listen to speakers on TED or other great sites, take speaker training classes, but whatever you do, work on it.
Don't ruin your chances by wrapping your stellar professional self in soiled newsprint.
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