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What Happens Next is What Really Matters


Marketers and sales professionals spend a lot of time, energy and money on getting people’s attention, but what truly counts are the actions that people take once they get those messages.

My business partner and close friend, INXPO co-founder Malcolm Lotzof, likes to say that “Every business presentation, going back to the dawn of civilization, is ultimately about changing someone’s mind.” He’s right, of course. If you’re selling, I don’t know, let’s say oranges — you want your customer to buy yours, even if the guy a few stalls down has a nice-looking bushel of them too. Maybe your customer didn’t think he was ready to buy oranges. Or maybe he had his eye on your competitor’s. Either way, you need to first get that customer’s attention and deliver a message that will change his mind. What happens next in that sequence is what really matters. Let’s look at the business communication process a little closer.

Fore! What Golf Taught me about Business


Golf fans like me are eagerly awaiting the start of the 2015 Masters Tournament, which is only a few weeks away. The legends of the game have all walked the fairways and greens of Augusta National, and many of them have become successful businesspeople outside of golf. That got me thinking: what lessons can golf teach us about being better at our business?

The more I thought about it, several lessons came to mind:

Lesson 1: Business, like championship golf, is a game of inches. The course that hosts the Masters each April is more than 7,400 yards long for tournament professionals, but what the galleries and TV audiences most remember are the inches that separate champions from runners-up. The inches between a birdie putt to take the lead, a miracle par to stay in contention, or an untimely bogey can mean the difference in winning a Green Jacket (traditionally given to Masters champions) or missing the cut entirely.

Keep It Real to Reach Your Audience


What does it take for a person to connect with millions of people via television? It might seem like a mysterious skill that only a talented few possess, but in reality all of us have the potential to reach and engage people we can’t see.

TV personalities, especially newscasters, tend to have a charisma that makes audiences take notice. And yet, their main connection to the millions who watch them live is through a camera.

What’s the secret? It’s called telepresence. The term refers to the use of audio, video and other interactive elements to enable people to feel or appear that they’re in a location where they aren’t physically present. Telepresence is just the means for reaching audiences. Connecting with and engaging them requires other things that, fortunately, we all have within us.

What Happens When you Listen


lot has been written about the power of listening to customers. There is no doubt that listening to and developing a strong relationship with your customers is critical to business success. But I’ve learned thatit’s equally important to listen to your employees.

Recently, I sat down with dozens of our employees one on one. I’m working my way through conversations with every employee, to better understand what their passions are and help them set goals. What I found out truly amazed me.

First, I got a clear picture of just how talented our people are and how they all share a thirst to do
something great. Secondly, they also want to develop their knowledge and improve their skills.My employees shared with me what’s important to them personally, and it really opened my eyes.

6 Ways to Cut Through ‘Noise’


In business communications, the saying, “Timing is everything,” is true when it comes to capturing an audience’s attention.

We’re all busy people, with a lot on our minds most of the time. It’s really hard to stop and focus on things. Grabbing the attention of busy people requires that our communications rise above the noise and stand out.