Holbrook Can Help

Follow the Sun

mholbrook — Fri, 27 Jan 2012 21:22:22 +0000

There’s a major tradeshow coming up and you are eager to reach your prospects, get them to visit your booth, etc. So you hit the phones reminding everyone of your booth number, the show specials you’ll be offering, the prize drawing, etc.

But, but… please before you start dialing for dollars take a moment and check addresses and area codes. Sort your database by state or time zone. Just because you are excited to start dialing at 9am from your NYC office, remember it’s only 6am on the continental west coast. I am in California, and it really annoys me when my phone starts ringing at 5 or 6am. Especially from a vendor. Huge red flag. Even if what you are selling is extra super unique – all you’re gonna do is turn me off if you call at 6am. (And it works both ways. West coasters shouldn’t be calling a 212 area code at 4pm.)

Use a simple ‘follow the sun’ calling strategy. If you are on the west coast – you can begin calling your east coast prospects at 6am and work your way back through the time zones to the west coast. You east coasters should start with your own time zone and work your way west, calling up till, oh, say 7:30pm your time.

Call / write now:
Michael Holbrook
holbrookcanhelp@gmail.com
760.213.3105

A Question to Ask Yourself

mholbrook — Sat, 21 Jan 2012 01:46:56 +0000

“What would you do if you were not afraid?”

It’s most often not about getting a chance, but taking a chance. If you don’t go after what you want, you’ll never have it. If you don’t ask, the answer is always no. If you don’t step forward, you’re always in the same place.

There’s a lot of Noise Out There

mholbrook — Mon, 16 Jan 2012 17:35:54 +0000

Everyone is battling for marketshare, mindshare, and looking for ways to differentiate. Their edge. But we are numb and blind to much of the noise. So how to standout? Add your tweet to the other 5,000 that your prospects and customers get every day? Post on facebook along with all the film, radio, TV stations, recording artists, and friends that are already in the feed? Hey, it’s free, right?

Use social media as a tool to tell me about your lunch plans, dog walks, mom’s birthday, holiday plans, and you can be sure that when you finally give me valuable business information, that I’ve already tuned out. As Aesop taught us, you can only cry wolf so many times.

Call / write now:
Michael Holbrook
holbrookcanhelp@gmail.com
760.213.3105

What’s Your Name?

mholbrook — Thu, 12 Jan 2012 17:29:14 +0000

Etiquette 101: If your name is Susanne, does it bother you if you are introduced as Suzie? Lorraine as Lori? Thomas as Tommy? Until, or unless, someone announces themselves as Lori or Tommy or Suzie, their names are Lorraine, Thomas, and Susanne. You grab a meeting and are introduced to the VP of sales – Katherine Edwards – her name is Ms. Edwards. Not Kathy.

Call / write now:
Michael Holbrook
holbrookcanhelp@gmail.com
760.213.3105

What’s in it for Me?

mholbrook — Mon, 09 Jan 2012 19:18:58 +0000

Just because it’s what you do for a living, does not mean that anyone else gives a rat’s butt. And the sooner you realize that, the more successful you can be.

Take time to understand your customers and show them how what you do benefits them.

Call / write now:
Michael Holbrook
holbrookcanhelp@gmail.com
760.213.3105

Practice What You Preach

mholbrook — Mon, 02 Jan 2012 20:06:24 +0000

I thought long and hard about this post as I didn’t want to come across as irritated. But, well, the disappointment and incongruency just won’t leave my head, so, here we go.

I recently emailed Seth Godin regarding one of his daily e-mail blogs (good stuff, BTW).

Here is part of the reply I received:

“Thanks for your note about my blog….It means a lot that my blog resonates with people–that’s a privilege I don’t take lightly…I’ve set up an autoresponder because I’m completely unable to read and respond to the email I get. I found myself spending more than eight hours a day trying to keep up, and discovered that I wasn’t doing my readers (that would be you) or my work justice. As a result, this note. Your mail got here, but it’s been deleted, as this address isn’t manned by a human. If you want to reach me, you can try sending a note to seth@sethgodin.com, but, I’ll be honest, I’m trying hard to not write back on a regular basis. Please forgive me, and thanks for reading.”

What? Seth acknowledges that nothing will be read by a human. All while preaching the virtues of connecting as humans and valuing customer service. Imagine responding to one of your customers / clients with that email. How long would you be in business?

Call / write now:
Michael Holbrook
holbrookcanhelp@gmail.com
760.213.3105

Happy New Year…

mholbrook — Sat, 31 Dec 2011 04:51:18 +0000

Special milestones or dates of significance provide an opportunity to reach out to prospects and customers. But, if you wait only for an anniversary or holiday or birthday or company milestone to launch a new campaign or personal resolution you waste 99% of the year. If it’s worth doing, then do it.

Call / write now:
Michael Holbrook
holbrookcanhelp@gmail.com
760.213.3105

Even When You Don’t See it, You See it

mholbrook — Thu, 22 Dec 2011 02:11:57 +0000

If you played Pop Warner football or AYSO soccer or Babe Ruth baseball, or hockey, or…well, you get the idea… your parents or guardians were responsible for your transportation ( via Chrysler / Honda / Ford mini-van), uniform – replete with team name and logo , Nike or Adidas shoes, equipment, bringing your Welch’s or Hi-C fruit juice boxes and Sunkist oranges, and paying local league fees. Eventually, if you were really good, you received a free college education.

When you graduated college from Stanford, USC, Harvard, or any of the thousands of colleges that you see emblazed on signs, t-shirts, and sweatshirts, and you excelled and were drafted into, say, as example, the National Football League and signed your contract with a Mont Blanc pen, and then earn hundreds of thousands or millions of dollars to wear the team uniform and play games in a sponsored / named stadium, with the official Wilson NFL football , fly on a chartered Boeing or Airbus jet, and every four or five minutes – during time outs and 3 – 4 minute commercial breaks at 30 second intervals – people come running out to squirt Gatorade into your mouth and toss you a freshly laundered towel with logo.

From the time we were born (Pampers), to toddlers (Pull-Ups), to Hanes, Fruit of the Loom, to the Denver Broncos, Chicago Cubs, Vancouver Canucks, or the Ford, Mercedes, Kia, or Chrysler you drive or the Huffy or Schwinn bike you pedal (because if you ride it, we’d have to include Honda, Yamaha, Harley, Buell, Kawasaki, Triumph, or….well.. you get it), it was all about a brand. Even in-house wars within a war (General Motors = Chevrolet, Cadillac, Buick, GMC). How many of you had a tantrum because your Mom didn’t want to spring for the cool clothes and you felt like a dork? Is an Abercrombie Hanes beefy tee worth more than a Sears Hanes beefy tee, because it has the Abercrombie logo on it? Millions of people think so. Now that’s branding!

Maybe I’ll just toss on a Chicago Bears sweatshirt, crash in my Barcalounger, kick up my feet, fire up the Sony HD TV, punch in ESPN, and give it some more thought. Now what did I do with the Fritos and Bud Light?

Call / write now:
Michael Holbrook
holbrookcanhelp@gmail.com
760.213.3105

There Are Gas Stations on Most Corners

mholbrook — Sat, 10 Dec 2011 20:31:43 +0000

Just be the best gas station.

Next time you are out and about take notice of how many gas stations are located across from each other. Sometimes, on interstates there is just one for a hundred miles. Supply and demand dictate that they can charge 10 – 15% more than urban fill-ups. But, when there are options, price can sometimes be the main factor in choice.

But that isn’t always so. Sometimes they differentiate in other ways. When is the last time you visited a gas station and someone came out to clean your windshield? Never? Some of us old enough remember when a full-service (really, they did exist!) attendant would check your oil, tire pressure, and clean your windows. All while filling your tank.

Well, business changes. Airlines charge you to check bags. Some businesses charge you taxes on a tax you just paid.

Some things may never go back to ‘the good ol’ days’. Which – depending on the age of the person you ask, may be five years ago or fifty years ago.

But I am saying; use the analogy. if you are operating a gas station, understand that there is a lot of competition. Just be the best one. Your customers will notice and appreciate you for it. Go the extra mile.

Call / write now:
Michael Holbrook
holbrookcanhelp@gmail.com
760.213.3105

Rocket Science or Common Sense?

mholbrook — Fri, 09 Dec 2011 06:08:00 +0000

1. Deliver great customer service.

2. Always do what you say you will do.

3. Don’t be late.

4. Don’t make excuses or blame others – be accountable.

5. Help solve problems.

6. If you ever catch a problem, you call them before they call you.

7. Trust them, if you want them to trust you.

8. Be accessible and easy to reach.

9. Return phone calls, emails and social media comments quickly.

10. Create confidence.