Whether you’re talking to your client, colleague or child, when you lose their attention, you lose the connection.
Then you lose the sale, or the buy-in, or the mutual agreement.
⚠️ You lose.
The Jam Tasting Study
Yes, I know you haven’t been to a jam-tasting lately! While this study used jam (go with it), it’s been replicated with other items like wine and beer.
Premise:
100 people are asked to taste jams.
There are 40 bottles of jam in one area and 6 bottles in another area.
The outcome: More people favor the table with more tasting opportunities.
BUT, which table had more sales?
40 jams to taste: 3% sales.
6 jams to sample: 30% sales!!
Bottom line:
⚠️ A confused listener tunes out.
⚠️ A confused buyer says no.
Confusion creates noise. Confusion causes mental fatigue. Confusion defaults to a “no”.
How does confusion negate your messaging?
⚠️ When you say too many things, your main value gets buried.
⚠️ Listeners refuse to burn extra energy trying to figure out what you’re talking about.
“Stop” said one of my clients. He went on, “This is great. I need to schedule a second day with you. Let’s put it on the books now.” I replied, “Of course.”
What I really wanted to say was, “You never sell just one bra.”
After booking that second day of consulting with my New Orleans client I’ve tried to never sell just one bra again!
What’s with the bra?
My dad sold Bestform® bras and girdles (think Spanx) to stores across Texas, a long time ago. My mom traveled with him at times and became the original sales consultant. She taught the department store sales people how to sell. Her mantra – “You never sell just one bra.”
Recently this letter, unearthed by my sister, Nina, (in one of her serious piles) was from Don Stone, the CEO of Foley’s Dept Store in 1958! He wrote, “Bestform ended up with a 42% increase over the same week last year. It is always amazing how much someone like you can teach any of us.”
My Mom, Anne Cortell, selling Bestform® bras
Anne Cortell Secrets to the multiple sale
✅ Value
Look at what you are selling and be able to define your Value Proposition. It is not what you sell, it is what continual value you bring to your customer that makes the first, second and third sale happen.
Look at Bestform’s great 6-word Value Prop on the pic with my Mom. “No finer fit at any price.” 👍🏼👍🏼👍🏼
✅ Transaction size
How do you bundle your products/services? Is there a way to make a larger sale by bundling or creating tiers of service? You get a menu at a restaurant… and you probably order more than just one item. Can you do the same with your business model?
Anne Cortell always suggested, “Wear different bras for different style needs.”
✅ Belief
Belief in self
You can’t sell anything, let alone a multiple sale, if you don’t believe in yourself.
Belief in your product/service
Enough said.
Anne Cortell had both covered, with added support. 😉
Have you ever been told to “think before you speak”?
My mom, of blessed memory, shared that directive with me a thousand times!
Maybe because I’ve always talked a lot. (Another story for another time…)
So, when I came across this acronym THINK, it struck a chord.
Is what you are about to say at work, with family, or with friends…
T – Thoughtful,
H – Honest,
I – Intelligent,
N – Necessary, and
K – Kind?
Reflecting on the THINK strategy in your own communication, consider how applying one or more of these principles can make a difference in your interactions.
You explain, “There’re seven possibilities,” or “I’ve been thinking about a dozen data points.”
You’re thorough, but you’ve lost the room (especially if it’s virtual).
Keep it to 3 main points / reasons.
Why the Rule of 3 works
BTW all my clients, over many years, love The Magic Power of 3 Rule!
In fact, one client shared (with a smile), “Karen, I’m mad at you!” I asked, “Why?”
He replied, “Since you coached me to use The Magic Power of Three that’s all I see… everywhere … on bill boards, articles, presentations, and emails.”
Thank you, Tim Hughes, Founder/CEO of Falcon Realty Advisors, for that comment, and for sending me Andrea Wojnicki’s article in Inc. explaining the science of why this rule works. Using Andrea’s words:
1️⃣ Three is balanced. Think of a tripod or stool. Ever sat at a wobbly restaurant table?
2️⃣ Three is substantial. Two points feel thin, three “makes a trend”.
3️⃣ Three is manageable. You respect your audience’s capacity / cognitive load. Your message is easier to understand and to recall.
Where to use The Magic Power of Three
Newsletters.
Workshops.
Emails.
Sales pitches.
Meeting agenda.
Self-introductions.
Everywhere!
Note: Sometimes ONE point is enough, and sometimes it takes more… but make the rule of 3 your baseline.
The AI conundrum
The rule of three has become a signal that your content is AI-generated.
I agree with Wojnicki, “I’d encourage you to let that go. AI caught on because it works. It’s the sweet spot between too little and too much.”
I had just graduated from the University of Texas at Austin…
Hook ‘em horns! 🤘🏼
With my proud Bachelor’s Degree in Communication in hand, I found a job at the Dallas Chamber of Commerce in their Marketing & Research Department.
Graduated in December and began my career in January. Not bad!
A month later, in February, I asked my boss, “Stan, when is Spring Break?”
Without changing his serious facial expression he replied, “Karen, what a coincidence. This year Spring Break falls on a weekend.”
“But, Stan,” I responded, not hearing between the lines, “That means Spring Break is on a Saturday and Sunday. It should last a week.”
With a faint gleam in his eyes, he stated (and you’re already there), “Welcome to the real world. There is no Spring Break.”
What does this story about Spring Break have to do with you and how you communicate to get heard above the noise?!
🎤 Underused communication tip #1 – Stay curious.
Even if you are the leader of your organization, continue to ask questions. Ok, maybe I should’ve thought it through before going to Stan with that question, but, still, continue to ask questions.
🎤 Underused communication tip #2 – Find the humor.
Notice I did not say, “Have a sense of humor,” because many of you argue, “I’m just not that funny.” That’s fine. You don’t have to be comedic. But if you find the humor in your daily doings, you’ll laugh more. And people gravitate to those that have more levity.
As for my non-Spring Break Week after graduating from UT Austin …
In March of that year I began five years of employment doing research and giving speeches at the Dallas Independent School District.
Guess what?
I got there in time for Spring Break.
Thank you, Shari Barth @ Optimal Training Solutions, (and Stan), for this blog’s inspiration. We laughed a lot yesterday, over lunch, about my Spring Break Story. Shari asked, “Whatever happened with Stan?” I said, “I stayed in touch with him for the rest of his life. He was a great guy with a dry sense of humor.”
PS: Happy Spring Break Week to you, which is being observed this week at most schools.
You’ve become my valued clients via google searches (if you haven’t been referred). I ask you, “Why me?” You say, “I did a Google search and resonated with you and your website.” I reply, “Thank you so much!”
Within the last 6 months …
You answer the “Why me” question this way, “I found you and Speak For Yourself® on ChatGPT.” I reply, “Thank you so much!”
How does ChatGPT (or other AI search engines) go about recommending you and your business? What’s going on and what has changed?
According to Adrien Lefler, CEO of My Social Practice, “Google relies on key words you use on your website. ChatGPT combs the entire internet to find every aspect of your business and does so with wicked speed.”
“You made my day!”
I had the great opportunity to hear Adrien a few days ago when he spoke to the Academy of Private Dental Practice (APDP) at their annual meeting.
Adrien shared several sources of how AI gets its information to establish your authority. I’ll share the best strategy he says you must do.
Hint: You’re reading it right now.
He said, “You write original content. You can’t cheat and you cannot use ChatGPT to write for you. It knows.” He continued, “You post your content on your website. And you need to do this on a weekly basis.” He sighed and said, “No one does this.”
After his session I dashed over to him and said, “You’ve made my day! For the past 15 years I have written a blog article every flippen week! I send it to clients and it goes on my website.” He smiled and we both got excited when I said, “And I’ve gotten some wonderful business within the last 6 months from various professionals and organizations who’ve … yep …. found me on ChatGPT. Adrien, you are right and I’m your social proof!”
Relevance to you
When you ask, “What does your business, Speak For Yourself®, do?” I respond, “I work with leaders who want to get heard above the noise, either by consulting with you 1:1 or via workshops and speeches.”
Well, that noise just got louder.
To get heard above the noise start or continue to publish your content.
Whether you’re a small or huge business, do this strategy to help AI find you as an established authority.
The Jam Tasting Study
My dad sold Bestform® bras and girdles (think Spanx) to stores across Texas, a long time ago. My mom traveled with him at times and became the original sales consultant. She taught the department store sales people how to sell. Her mantra – “You never sell just one bra.”
With my proud Bachelor’s Degree in Communication in hand, I found a job at the Dallas Chamber of Commerce in their Marketing & Research Department.
