excellent technician ~ successful marketer: balancing the two is challenging marrying the two is...

Creative Tension in Creative Tension in

Your Professional Role:Your Professional Role:

Excellent Technician ~ Successful MarketerExcellent Technician ~ Successful Marketer

Balancing the Two is ChallengingBalancing the Two is Challenging

Marrying the Two is IdealMarrying the Two is Ideal

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ObjectivesObjectives Explore the relationship between Explore the relationship between

our roles as Technicians and our roles as Technicians and MarketersMarketers

Experience the Formula for Experience the Formula for SuccessSuccess

Remember “The Great Multiplier”Remember “The Great Multiplier”

Start a WAVE of new businessStart a WAVE of new business

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Keeping it simpleKeeping it simple

Technician – master at the work you doTechnician – master at the work you do training in a specific technical process training in a specific technical process skill in an intellectual or artistic technique skill in an intellectual or artistic technique

Marketer – master at getting paid to do itMarketer – master at getting paid to do it sells goods or services in or to a market, sells goods or services in or to a market,

especially one that markets a specified especially one that markets a specified commoditycommodity

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Formula for SuccessFormula for Success

Significant difference in resultsSignificant difference in results Positive Behavior ChangePositive Behavior Change Different value-driven GoalsDifferent value-driven Goals You had the Skills & Knowledge to You had the Skills & Knowledge to

achieve both “well”achieve both “well” Attitude is the Great Multiplier!Attitude is the Great Multiplier!

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Vital FriendsVital Friends

Leadership is authentic expression Leadership is authentic expression that adds value through relationshipsthat adds value through relationships

““Vital friends are the ones that add Vital friends are the ones that add measurable value to your life.”measurable value to your life.”

Vital Friends: The People You Can't Afford to Live Without , by , by Tom Rath

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Your speaker today is…Your speaker today is…

"The man I am writing about is not famous. It may be that he never will be. It may be that when his life at last comes to an end he will leave no more trace of his sojourn on earth than a stone thrown into a river leaves on the surface of the water. But it may be that the way of life that he has chosen for himself and the peculiar strength and sweetness of his character may have an ever-growing influence over his fellow men so that, long after his death perhaps, it may be realized that there lived in this age a very remarkable creature."

W. Somerset Maugham, introduction to W. Somerset Maugham, introduction to The Razor's EdgeThe Razor's Edge (1944)(1944)

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Your speaker today is…Your speaker today is…

'... follow the man who seeks the '... follow the man who seeks the

truth: run from the man who has truth: run from the man who has

found it.'found it.'

- - Vaclav HavelVaclav Havel

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Very remarkable creaturesVery remarkable creatures

How does the tension between the need to How does the tension between the need to be both a be both a TechnicianTechnician and a and a MarketerMarketer play out in your business?play out in your business?

For example…For example… Networking?Networking? Facilitating?Facilitating? Coaching?Coaching?

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Sound Familiar?Sound Familiar?

I am good at what I do, I just need I am good at what I do, I just need someone to PAY me for it!someone to PAY me for it!

I have a customer! Now what do I I have a customer! Now what do I do?do?

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What do you do?What do you do?

Prospects instantly compare Prospects instantly compare features, quality, price, and service, features, quality, price, and service, effectively rendering almost every effectively rendering almost every "what" a commodity"what" a commodity

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PremisePremise

Prospects want to know Prospects want to know What, When, What, When, WhereWhere and and How MuchHow Much

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PremisePremise

Prospects want to know Prospects want to know What, When, What, When, WhereWhere and and How MuchHow Much

But the But the Why & HowWhy & How of Your of Your Business…Business… make the make the What, When, Where What, When, Where and and How How

MuchMuch easier for your Prospects to easier for your Prospects to BuyBuy

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Premise Premise

One area where tremendous One area where tremendous variation and variability still existsvariation and variability still exists::

WhyWhy and and HowHow you do what you do you do what you do cannot be copied or commoditized.cannot be copied or commoditized.

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You know what you wantYou know what you want You know what to doYou know what to do You know how to do it well enough to You know how to do it well enough to

take action take action Others responded in kindOthers responded in kind You can measure the resultsYou can measure the results

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What results do you want in your What results do you want in your business?business?

Why & How will you do What with Whom?Why & How will you do What with Whom? What value-driven goals do you have? What value-driven goals do you have?

How about your prospects?How about your prospects? Are you a “product of the product”? How Are you a “product of the product”? How

do you know?do you know? Attitude is your Great Multiplier!Attitude is your Great Multiplier!

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Imagine two Imagine two entrepreneurs...entrepreneurs...

one is the one is the technician technician and one is the and one is the marketermarketer. .

Which one do you think will be doing Which one do you think will be doing better a year from now? better a year from now?

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The The techniciantechnician is focused or is focused or obsessed with delivering a quality obsessed with delivering a quality product or service first and marketing product or service first and marketing second. second.

Sometimes his/her attitude is: Sometimes his/her attitude is: ““If I If I build a better mousetrap, the world build a better mousetrap, the world will beat down my doors to find me.”will beat down my doors to find me.”


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The The marketermarketer is focused on attracting is focused on attracting and maintaining customers who want and maintaining customers who want to buy mousetraps to buy mousetraps (because I have (because I have garage full of them!)garage full of them!)

Sometimes her/his attitude is: Sometimes her/his attitude is: ““If I If I make sure people know that they want make sure people know that they want mousetraps, they will surely buy mousetraps, they will surely buy mine!”mine!”


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Marketer vs. TechnicianMarketer vs. Technician

The savvy marketers may have The savvy marketers may have already written you off as an already written you off as an inconsequential competitor...inconsequential competitor...

The savvy customer may be The savvy customer may be wondering if you can deliver all that wondering if you can deliver all that you say…you say…

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Marketer vs. TechnicianMarketer vs. Technician

The best approach is a marriage of both:The best approach is a marriage of both:

Your Your techniciantechnician role produces and delivers role produces and delivers high quality processes and services that high quality processes and services that reflect well on your personal or business reflect well on your personal or business brand. brand.

Your Your marketermarketer role takes you deep enough role takes you deep enough to dominate your niche using numeric to dominate your niche using numeric metrics rather than gut feel to advance your metrics rather than gut feel to advance your market position.market position.

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Three Rules of Three Rules of The Remarkable The Remarkable Coach:Coach:

1.1. I must have permission to coach I must have permission to coach you. “Is it OK if…(e.g. I ask you a you. “Is it OK if…(e.g. I ask you a question)?”question)?”

2.2. I NEVER tell anyone anything. I I NEVER tell anyone anything. I help them discover for themselves.help them discover for themselves.

3.3. Therefore, I ask questions.Therefore, I ask questions.

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The Remarkable LifeThe Remarkable Life

1.1. Eliminate all “zeros and ones” from my six-figure Eliminate all “zeros and ones” from my six-figure incomeincome

2.2. Build individual & corporate coaching client base Build individual & corporate coaching client base to at least 100 annual processesto at least 100 annual processes

3.3. My marketing plan eliminates the need for cold My marketing plan eliminates the need for cold callscalls

4.4. Give my wife the financial choice of working or Give my wife the financial choice of working or notnot

5.5. Hand off Team-Building Adventures to an Hand off Team-Building Adventures to an associateassociate

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The WaveThe Wave

October 15, 1981 – “Krazy” George October 15, 1981 – “Krazy” George Henderson invented the WaveHenderson invented the Wave

““The day I started it, I already knew what I The day I started it, I already knew what I wanted. I knew what was gonna happen, wanted. I knew what was gonna happen, but nobody else in the stadium did.”but nobody else in the stadium did.”

Source: Source: How: Why We Do Anything Means How: Why We Do Anything Means Everything…in Business (and in Life)Everything…in Business (and in Life), by Dov , by Dov SeidmanSeidman

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Go make Go make waves!waves!