How to grow your business by focusing on others
Successful relationship marketers know that business is about people. It is about building relationships with customers, with employees, and with other key stakeholders. To grow your business and succeed requires a mentality to focus on them and their needs, not just focus on what you want.
Successful resume writing and selling in business
Recently I had the opportunity to interview Bruce Turkel about his book “All About Them: Grow Your Business By Focusing on Others.” You can see the video here: http://youtu.be/6yyWYjOO31o
Turkel is a branding and marketing expert from Miami who frequently appears on Fox Business and other networks. As I talked with him, he shared the importance of writing a resume in a contrary way in order to get the job.
Most people use a resume as a way to talk about what they want. Turkel says you will get better experience by thinking of what the other person is looking for.
Frankly, they don’t care that “you’re looking for a challenging position with growth opportunities, blah, blah, blah.” They care about how you can make them look good for hiring you. They want their supervisors to compliment them on hiring just the right candidate for that position.
As Turkel says in the book, “Your career is unimportant to them except as it affects theirs.”
This same principle applies in selling to your customer. They flat out don’t care that your new-fangled widgets have a whirly-do with pink thinga-ma-bobs on them (all the features). They care about how your new widget will help them.
The more you can make your conversation all about them, the more successful you will be.
I like this line from the book: “Like friends, good brands make people feel good. But great brands make people feel good about themselves.”
Does passion have a place in business?
I taught certified public accountants (CPAs) for many years the benefits of doing their traditional write-up and accounting work on spreadsheets. This was back in the early 80’s when a tool called Lotus 1-2-3 was all the rage.
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