proposition | The Barefoot Spirit

Make Fun out of Adversity by Playing the “No Game”

Michael Houlihan & Bonnie Harvey — Thu, 05 Oct 2017 17:00:45 +0000

If you’re going to be an entrepreneur, you’d better get used to being told “No!” No is the last thing you will hear before you get a “yes!” But how many times do you have to hear “no” before you get discouraged? And what can you do about this fact of life that comes with the territory of entrepreneurship?

How about a fun game?

Yes, we made a game out of rejection! We called it “the No Game.”

The first thing we did was set the ground rules. And to do that, we had to discover how many “no’s” our people were getting from decisionmakers before they got that big “yes.” So, we all started keeping track. That was sort of fun to start with. It assumed there was an absolute, measurable limit – crazy as it seemed. After a while, we noticed that the average number of “no’s” before getting to “yes” was 7.

That’s right, 7! Not 9 or 4, but 7! So, we used 7 as our bassline. Then when our folks would complain that they had been shut down 3 or 4 times, we could say, “Relax, you’re not even to the average yet!” And when they complained that they were up to 15 no’s, we’d say, “Well, buck up! It’s right around the corner!”

But then we started comparing notes on how certain of our people got to “yes” sooner than others and we found out the 3 things they consistently did to come in under the average and win the No Game

Ask a Different Day. Amazingly, some of our people got to “yes” by simply waiting! Maybe the buyer was in a better mood the next day, the next week, or the next month. Maybe the buyer wasn’t looking for our kind of product at the time he or she was first asked. Maybe the market changed. Or maybe a product in our category was discontinued and now there was room. Something happened that required time. What if we stopped asking?
Ask a Different Person. Some of our people got to “yes” by asking a different person who was the decision maker that day. In the case of governmental approvals, we found this especially to be true. After our countless requests for permits and label approvals were denied, they were suddenly approved! Why? Because we got a new agent who interpreted the rules a little differently, and in our favor. Sometimes the old decisionmaker was no longer the decisionmaker. They may have been fired, transferred, or promoted. The new one said yes! One new buyer actually asked, “Why haven’t we had this brand before?” We loved her!
Ask a Different Way. And some of our people got to “yes” by restating the proposition in terms that finally resonated with the buyer. This is probably the greatest sales skill any entrepreneur should develop. It takes a lot more asking than telling, a lot more listening than selling. Ask about her current concerns. Find out her favorite products and why. Find out her favorite representatives and why. The answers will help you recraft and tailor your proposal to her liking. Listen for the way your proposition solves her problem.

Yes, it started as a fun game where our people could “win” by coming in under 7 “no’s.” They would proudly announce that they beat the odds. But the “game” got extremely beneficial when everyone began to pick up on the tips and use them effectively.

The average number of “no’s” didn’t really improve, but our attitude did! We began to realize that there is no “yes” or “no.” There’s only “now” and “later.” The only one who can say “no” is you …when you stop asking!

Who We Are

Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.

Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.

They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.

Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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Terms That Can Hurt Your Business and Undo Your Good Will

Michael Houlihan & Bonnie Harvey — Thu, 13 Oct 2016 17:00:03 +0000

You won’t get too much argument against the proposition that an excellent customer experience results in return customers, loyalty, and even advocacy. But few owners are aware that the terms their own people use can sour their hard earned customers on an otherwise great experience. These terms may pop up in those critical interfaces where either the service you provide is being delivered, or where the customer has a complaint.

In the past decade, these terms have slipped in under the radar and become part of the customer service lexicon. Most owners are unaware that they are even being used, or worse, that they have a negative effect. But the use of these terms can exacerbate an already prickly situation. Your customers will notice and may be offended.

The term that especially rubs customers the wrong way is “I want you to do this for me.” It implies that the person doing the asking, your employee, wants to make their job easier and that the customer is the problem. It’s like saying, “If only you would just do what I need you to do, then my job would go easier.” It also conveys the idea, “The ease of my job is more important than what you want or need.” This selfish and arrogant expression is unfortunately becoming common place in situations especially where the customer is trapped, like technical support, customer service, and the medical profession. In these situations, the customer must deal with your employee when, all the while, they are treated like they are expendable, and they are the problem.

Doesn’t “And now, what I want you to do for me is…” sound like you are ordering the customer/client/patient around when you should be grateful they gave you their business and their time?

After a string of “Now-what-I-want-you-to-do-for-me’s”, all your customer hears is “I want – for me”! Do they think you put them first? No! Does it put them on the defensive? Yes! Are they more likely or less likely to recommend you? Less likely! Then why allow this term to be used by your people in the first place? This is something you can quickly stop that will improve your business immediately. You need not let all the work your production, marketing and salespeople put into making your customers feel important be spoiled by a selfish and off-putting term that you can stop.

Why not change the vocabulary of your service people by starting with their mentality? Perhaps they think they will get paid and have a good job even if they use selfish and demanding language. If so, start by asking them if they know where their paychecks come from. The customer is the correct answer. Explain the value of a return customer, a customer advocate, and yes, even a complaining customer, to their job security. Offer alternatives like, “How can I help you?”, and “Let me help you,” or “Would you please,” and of course, “Thank you!” Discover with your employees how many ways they can get a customer’s cooperation in the solution they are looking for that send a kind, soothing, respectful, and appreciative message.

When your customer calls on your company for service, that’s your opportunity to shine! This is a touchy moment where your reputation can go either way. You are judged more by how you do when things are challenging than when everything is smooth sailing. So take advantage of this great opportunity to demonstrate with your choice of words how much you appreciate your customers!

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

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