Is your work art? Should it be?

We waste a lot of time worrying about stuff, rather than just doing something productive. Or new. Or creative. Or heaven forbid, really innovative. The reasons are endless and boring. With all the stats and analytics these days, we have the mistaken notion that we can completely understand what customers (people) will do in any situation. We can't. Sure we may understand trends and options, but by the time we think we understand, the path is well-worn and tired. It has become science.

Science is fine, but it kills creativity and real innovation. I love science and all that it does for us in our daily lives. I really, really do. But that does not mean that we all have to be scientists. Many of us are artists of some sort of another. So we need to make good art.

In business language, art = innovation, however you care to define it. Why aren't you (and I) creating more good art? Find what is stopping you and remove or ignore it for a day, a week or a year. Until you can make good 'art' in your context.

Check out the video below or see it here from Neil Gaiman and this from Seth Godin about his new book The Icarus Deception.

Process = Success

If you implement anything more than a few steps long you have a process. Done well a process is your friend. It helps marketers or executives to insure you cover important bases and don't miss things. A good process is not static and improves over time. An example from my daily work is our review process for newsletters - both electronic and printed. The process has saved us many times from making errors both BIG and small. We use similar processes for campaign themes and various other projects, as well. It works like this.

1. We prepare and send a "First Look" which is mock up of the piece. It might have full stories and graphics in some places and ideas for stories in other places. It prompts the discussion.
2. We prepare the newsletter based on feedback and send what is a 98% complete document to make sure the content we've developed follows the feedback/discussion provided in the First Look session. We state this is not polished, but should be close and we talk about any holes that still need filling (the 2%). We ask for a keen eye review.
3. Following comments/suggestions/corrections, internally we do what we call the FTC (fine tooth comb). This is a detailed review where you re-read every word and you need to be in full editor mode. After writing and laying something out - often you can't see the forest for the trees, so you need extra keen eyes at this point.
4. After FTC, we send the final out for approval. If someone finds something, we fix it. Most often, it is approved and we order.

This process works because it has been developed over time and everyone knows what to expect. We use it consistently and participants know what is needed at each step. It makes it easier for all involved AND we get the best results because of it.

What processes do you use to make your tasks easier to accomplish? An advice to make our process better? I love to learn.

Clarity in the sales process IS the sale!

Clarity IS the sale, and clarity may take many forms. Too many sales people, or maybe more importantly, management, do not appreciate this. Make it easy to understand = customer buys.

Make it confusing = customer ignores you or moves on to buy from someone else.

Selling really is this simple. But, we make it more complicated all the time. I understand that some products or services are complex. Honestly, that doesn't really matter.

If the seller is transparent (demonstrates trustworthiness) the buyer will pick up the cue. It is easy to be clear when you are trustworthy.

Is it somewhat scary for the seller to be vulnerable? Absolutely!

Is it necessary in order to be overwhelmingly successful in any type of sales. Yep.

Often, the scary part for sales people is they don't want to be transparent enough to allow clarity to happen, so they skirt issues, they mitigate their speech, or use industry jargon for cover. The adage goes - if you can't convince them, confuse them.

Customers, not wanting to be 'taken,' are on guard all the time. They'd love to be open, but experience has taught them not to say too much for fear of losing leverage.

If you've ever had the pleasure of a transparent sales person, you know the comfort that feeling provides. Start building an organization of transparent sales people today. Your customers and your bottom line will thank you for it.