In today’s English lesson, we will be examining four words: Ideas, Professional, Consultant and Creative. These four words are thrown around loosely in the industry and if you are one who uses these terms, are you living up to their true meaning?
When we say we are one thing and and our actions indicate another, it can confuse our audience – our clients and prospects – and damage our credibility. Let’s dive deeper.
Idea – 1. a plan for action, 2. a visible representation of a conception: a replica of a pattern, 3. an image recalled by memory; an indefinite or unformed conception, 4. an entity (as a thought, concept, sensation, or image) actually or potentially present to consciousness 5. a formulated thought or opinion
We often use the word “ideas” because we feel it is the buzzword that will excite a client or prospect – why wouldn’t it? Our clients are constantly feeding into the notion by asking us, “Give me some ideas,” so we go back to our offices, generally having only asked the questions, How many do you need? What’s your budget? When do you need them?
Then we proceed to rifle through catalogs or on our search engines to find those one or two “ideas” so show to the client. Years ago, in one of my coaching sessions, a client of mine and I were discussing this very topic and I distinctly remember her saying, “Ahhh! I believe I understand now. Clients have been asking me for “new ideas” or “creative ideas” and all I was coming up with are products – big difference!
An idea is UNIQUE, read the definition again; “an unformed conception, a thought, concept, sensation or image, a plan for action.” Taking the products” and using your talent to take what doesn’t exist then bringing something unique to life... now that is an idea!
Consultant – 1. one who consults another 2. one who gives professional advice or services: An expert
As a consultant, you give council and advice. The process involves knowing your craft, educating yourself to the latest trends, pitfalls (product safety), asking GREAT questions so that you can take and apply that knowledge base to provide the best solution for the client or prospect. I often hear people refer to themselves as consultants and, when you get right down to it, they are essentially order takers. As a consultant, you may find that through your query of questions an particular product, and quite possibly on the client is considering, may not be the right solution. But if you feel that you make your money merely on the products you sell, then you are really limiting yourself and missing out on some terrific opportunities.
The sign of a professional consultant is one who asks good open-ended questions that uncover the client challenge then providing a few viable solutions that will satisfy the clients need(s).
Professional – 1. participating for gain or livelihood in an activity or field of endeavor often engaged in by amateurs 2. having a particular profession as a permanent career 3. engaged in by persons receiving financial return
If you truly are a professional, (and this dovetails from consultant nicely), then this is your profession. Simple, right? It is a full-time commitment; it is how you earn your keep. It’s what you get paid to do. The products are just that – products! Providing the right solution is the key to being professional. But the big thing that many miss is you should be getting paid for this time and effort. Note the third definition: ‘engaged in by persons receiving financial return’, in a word – getting paid.
It saddens me to see so many people, with so much potential, relegate themselves to the level of taking orders and thinking that this is all there is to our business. I have numerous folks I work with who that have transformed their businesses by retooling the way they think, act and talk about their businesses; it is a complete mind shift. The are making huge profits and loving what they do again. Here is an example. One person was tracking at $150K a year at 35 percent GP. By changing his mental direction and focusing in a different manner, he is now trending toward $900K at 43 percent GP in just three years.
Creative – 1: marked by the ability or power to create 2. having the quality of something created rather than imitated.
Our clients and prospects are looking to separate themselves from their competition, much like we should be doing, by being different! The words creative and creativity are thrown around like “free,” “special” and the like. But when a client says he or she wants some creative ideas, what does that really mean? Have you ever asked your client, “What do you mean by that?” Typically we do not. We assume that what they want is a different product that they have never put their logo on before. THAT, my friends, is not creative – it is merely just a product they have never used before.
Look at the second definition under Creative: “having the ability of something created rather than imitated” Therefore a mug, pen, powerbank, t-shirt, cap – all imitations. However, taking those same items and using innovative decorating techniques, packaging, original copy, unique distribution that resonates and engages the core audience, that can be measured – now that is creative.
To ensure that you are truly differentiating yourself from the herd, embrace the concept that if you hone your creative skills, ask GREAT questions, offer viable solutions, and lead with innovation and creativity rather than products, you will, in time, see an amazing transformation in your business with better sales and substantially higher profits.
Wishing you the very best. And to all of the upcoming Professional Idea Generating Creative Consultants – Continued Good Selling (Consulting).
For more than 30 years, Cliff has been speaking, training and consulting internationally to associations and national business groups on more effective ways to market themselves, their products and services, as well as motivating their personnel. Recognized by PPAI for his creativity, he has won the prestigious PPAI Pyramid award 25 times, and the Printing Industry's PSDA’s Peak Award for creativity five times in three years. He has also received PPAI's Ambassador Speaker of the Year Award six consecutive years and was the inaugural recipient of PPAI's Distinguished Service Award. Named one of top six industry speakers and trainers, he also was recognized by PPAI in the book, "PPAI at 100," as having a significant influence in education. He has also been recognized by Counselor Magazine as one of the Top 50 Most Influential People in the Promotional Products Industry. You can engage with Cliff at http://www.myengagepage2.com/cliffquicksell.