#2 Make a List
If I believe in what I wrote, then I would use the material in my book to produce the workshop. I do, and I am.
One of the Purple Curve Effect strategies is that of making a list. Actually, lots of lists. Like this one on F/A/B (Features, Advantages and Benefits). One of the oldest tricks from Sales 101.
I like to think in terms of Use Cases (see earlier posts) to define the marketplace. I look at the end results, people in the conference center, and think about each of the attendees. Let's take a look at one of them, Suzie. Yes, the HR Director. Why is she so pleased with the event? Let us (make a) list of some of the reasons:
- She works in Fairlawn, so the drive down I-77 to Exit #111 was not too bad
- Most of the traffic was actually headed North, and she was driving South
- She heard the podcast about the "two-for" pricing, and convinced the Plant Manager to join her for the session, and he remarked how pleasantly surprised he was and that he had immediate plans to put the Purple Curve Effect to work before the day was over
- Suzie was going to get back to the office and still have time to address all the pressing issues that were sure to be overflowing onto her desk from her in-basket
- A colleague from an oft used supplier in Las Vegas attended, and during the breaks, they talked how much impact the event was having, and how they would be applying several of the techniques to facilitate interactions with one another
- The P&Q Example finally made sense
- For the first time in many years, Suzie was looking forward to getting back to the office in order to quickly apply her new found (yet common sense) tools
Once she did hear about it, there would have been a lot of objections to actually taking the time away from the office to attend. Fortunely, she was smart enough to know that every reason for not going, was a probably just as good a reason to go! Doing the same thing, over and over, and expecting different results is just downright crazy!
But if her company would not cover the expense, why should she?
Well, what if this SKI guy really could help? Not having any "extra" money is a great excuse. Until you ask yourself, "when will I have enough extra to spend a lousy ninety-nine bucks on something that promises to return many times my investment?" If you don't change direction, you must end up exactly where you are headed. Could this workshop be the "real deal?"
Who was this guy, this Jeff 'SKI' Kinsey, and why must he insist on using his nickname? Is he Polish? Maybe a little research was in order. Google to the rescue! We know Suzie attended, so she must have found the proof she needed, if she in fact did a search.
Well, Suzie mentioned briefly during the introduction, that she had googled "Jeff SKI Kinsey" (the quotes around the name are important) and the results were over 500 hits. Her own name produced only 54 hits. Of course, a search without the nickname produced over 18,000 hits! Maybe there was method to the madness!
----
This is just one of the exercises that I use to produce results. One can refine the process as much as needed, or simply use it to quantify "magnitude." Like asking about dollar amounts in "tens, hundreds, thousand, and so forth." For example, if I know a book sells for $19.95 a copy, one might ask the author if sales are in the two thousand or twenty-thousand or two-hundred thousand dollar range.
However, best of all, I love it when someone actually picks up the phone and calls me and actually asks if they should attend. Zig Ziglar said it best, "Well, ask yourself if this expenditure of time and money will take you closer to your goals, or further away?"
Common Sense.
I look forward to seeing you January 19, 2007.
Jeff 'SKI' Kinsey, Publisher
330.432.3533
www.ThroughputPress.com
tags: make a list,Purple Curve Workshop, Jeff SKI Kinsey
