There is a story (too long for this newsletter) a friend of mine shared of buying a suit at Bernini in which the sales guy immediately was pushing sale and clearance suits when my friend clearly wanted a very particular item. The sales guy didn’t even let him explain his purpose for walking in the store.

This is a similar story to many experiences I have had buying cars, electronics, etc.
Too many times, for many different reasons, the “default” selling option goes to “I’ll make you a deal.” If you are doing this, STOP IT!

The facts and studies are out there that reinforce less than 15% of consumers buy on price. Those that do can go to the local discount stores. You don’t want to do business with them and neither do I. Best point to consider and reflect on is, “How do you know your customer wants a deal?”

This point should get you to stop and think for a minute. Value yourself and your business so you can sell it appropriately.

Second important point here is the “deal” may be taking your customer down a road they don’t want to go. Sell them what they want, at a fair price backed up by real value. Give them a REASON to want to buy from you versus anybody else.

Price DOESN”T drive the sale. You let it. In the spirit of New Year’s Resolutions,
Be committed to continue to be a tremendous business professional who supplies a very valuable product/service that benefits people in a way your competition does not. That is how you satisfy a need in a profitable manner.

Customers are either attracted or repelled by how welcome, appreciated, respected and well-served vs. how tolerant they are asked to be inconvenienced, insulted, deal with incompetence and feelings of being taken advantage of or completely taken for granted.

Here are three questions to ponder:

1. What annoys consumers about your industry that would allow you to get a competitive edge?
2. What are consumers tolerating in your industry that can be fixed so they are excited about doing business with you?
3. What can you increase your price to should you have a solution for your best customers to be able to avoid inconvenience or annoyance for added profit and greater retention?

When you take the time to create extraordinary experiences customers will reward you with their business, loyalty and referrals. This is an incredible competitive advantage that will allow you to sustain the ups and downs of any given economy.

Lastly, there is a tremendous amount of focus on getting new clients and far too little attention given to keeping the ones you already have and multiplying them. It is becoming increasingly more difficult to gain a new customer and the cost of acquiring a customer is a multiple of what is was just a few years ago. Losing clients because of a lack of attention and appreciation can destroy your profits and ultimately destroy your business.

Example, if it costs $100.00 to get a client and a customer is worth $1,000 a year, a lost customer costs $1,100. Most business professionals would answer $100 because they need to go get one more to replace the individual that was just lost. They are all wrong.

This proves is makes sense to invest in your customers every year to keep your clients’ business and encourage referrals of others who are just like them. Not understanding this equation could be the demise of your business.

You see, many people complain when it rains…I am sure you here it too. Me, I embrace it as it puts me in a place of peace and joy. In fact, on top of enjoying the sound of thunder and the sight of the lightening I found myself lost in appreciation of so many things during this morning’s experience of nature’s wonder.

Through all the adversity I have gone through in life and the overwhelming amount I have gone through over the last couple of month’s, I can still find the wonderful in all that is given to me. Moments like this morning allow me to refocus and realize nothing is given to me that I cannot handle. It is all about perspective. It is all about the people I surround myself with. It is all about embracing the situations that God puts me in.

In the last month I have had 2 people leave my life that were very close to me. Most would hang their head and be sad. Not me. I was sad for them. They both left without knowing what they truly had with me and the friendship I gave them. Low and behold, all it meant was I am making room for the opportunity to have someone else take up that “space” who will enhance the man I am. I don’t see it as loss, but as waiting for future gain.

I share this with you in hopes that I can be a person who helps you refocus and realize that good things are waiting for you when you pay attention to opportunity. Someone who helps you move forward when it seems as if nothing is going your way. Someone who reminds you to cherish the moments given to you each and every day. Someone who walks by example to how incredibly blessed we are to live the life of an entrepreneur. I take none of this for granted. I hope you don’t either.

So, as it was raining this morning I decided to not only listen to the thunder and see the flashes of lightening that lit up the sky, but I actually went outside for a moment to feel the rain drops on my face. Who needs and umbrella when you have the peace of knowing you control your own destiny in life. You get to make all the choices of what to do, who to hang out with and where you get to hang your hat. That is truly priceless.

Enjoy the rainy days when they arrive as there is a blessing in every storm.

Here is the formula…P+R+R = Opportunity

The formula starts with being Perceptive. In business we have to believe that everything we set our minds to doing is possible. If there is any doubt at all you are at risk of failing before you even begin. For some time now I have been preaching to everyone I know to pay attention to everything that is happening around you. You never know where a lesson will come about to learn from which could be life changing. It could be an idea. It could be a message. It could be an experience. The possibilities are astounding when you think about it. Being perceptive is a skill that begins your journey towards Opportunity.

Next, we need to be Receptive. Business professionals begin to fade away and become irrelevant when they stop being open to new ideas for ways of doing business. I love the definition of Receptive according to Merriam-Webster:

Receptive – able or inclined to receive; especially: open and responsive to ideas, impressions or suggestions.

There are two very important words that speak volumes, OPEN & RESPONSIVE.

Let’s face it, if you are not open to “ideas, impressions or suggestions” then you will push away opportunity. No one wants to hang out or do business with a “know-it-all.” I quickly run people like that out of my life. No time to waste there.

Most instructive is the word responsive. You must be willing to take action on the “idea, impression or suggestion” in order to make opportunity happen.

There is a reason I started the Thursday Morning Thing over 5 years ago…I was tired of “networking” with other “business professionals” and have nothing happen. I was exhausted with going to “expert speaker” events only to have to listen to them go on and on about how wonderful they are and all the things they accomplished on life. No content. No ideas. No suggestions.

I wanted to create an environment that encouraged response to ideas so you could create your own opportunity. Now there are success stories each and every month on exceptional business professionals, like yourself, being receptive to a new idea and taking action to create opportunity for success. That makes me proud to know each and everyone of you!

The final part of the equation which is key to long term success is to be Reflective. One day all of your hard work and action taking will result in success. For some it will happen immediately for others it may take time. You must be willing to ponder and reflect in order to understand why something was a success or why something needs a little tweaking to maximize results.

I tell the story of how Air Force fighter pilots debrief after every mission in order to fly successful missions and be the best fighter pilots in the world. Everytime they fly a mission it is mandatory to do this exercise. No questions asked. It is truly vital to ongoing success. The question is how often are you doing it? Have you ever done it?

One day it will all make sense if you truly ponder your business with a purpose.

When you add all of this up you will find Opportunity. When you constantly find Opportunity you will ultimately create success. When you create success you can duplicate your efforts to create more success more often. Faster, better and on bigger scales. The important thing to note is you need all three components working harmoniously to get to the point of creating opportunity.

Ask yourself this question today, “Am I truly Perceptive as I walk through life everyday being Receptive to an idea, impression or suggestion that I can take action on and then be Reflective to see the results that were created through Opportunity?” I know I am…I hope you are too or are willing to try it after reading this message. I appreciate all of you and wanted to pass on my interpretation of a message that had a profound impact on me yesterday.

Major League Baseball is a collection of the finest baseball athletes in the world. This is the league you want to be in if you believe you have what it takes. Players will navigate the minor leagues for years and years working on the mastery of their craft just for the chance to get a call-up to the big leagues. For so many that exact opportunity never comes about. For some it is the cold, hard fact that they just don’t have the talent to make it. For others they don’t work hard enough to be the best at what they do. For the select few that make it, it truly is the ultimate experience for a professional baseball player.

The instructional point here is when you make it to the big leagues and become the elite of your peers, you still show up each and every year to work on the foundation of what got you to the majors. The 700+ players who are privileged to wear a Major League uniform are come together to work on their hitting, pitching, fielding and baseball savvy skills even though they have the proven talent to be the best. For 6-8 weeks they do nothing but get prepared for battle on the chase for the World Series trophy.

You may be asking why this matters? Well, I am about to tell you…

You see, without the proper foundation in your business it is impossible to create a business that can withstand the competition. Without the proper building blocks you cannot build on the foundation you have created to be the champion of your industry. You have to go back and take a hard look at your skills every year and evaluate where refining is needed.

April marks the official start of the big league season…how about for you and your business?

So here are 3 principles that I have adopted about “luck” after having an indepth conversation with my friend Scott Manning…

“Luck” Principle #1 – You have to expect to be “lucky.” As you and I know, you have to constantly be doing the right thing and out yourself in the right circumstances in order to have “luck” happen. You then have to assume the good will follow. If you think for a second the worst will happen the chances are much greater they will. You need to be in the right frame of mind and spirit to attract “luck.” You want to expect the outcome you desire will happen. No one else cares enough to wish it for you.

There is a reason I am bombarded with business opportunities on a regular basis. People want to get in the middle of what I’ve got going on…the vibe, the attitude, the laser focus, everything. They believe some of the “luck” will rub off and have a tremendous impact on them. I have many people tell me they want to be around me because they want me to be in the “average of the 5 people they spend the most time with” and things just seem to work on when they have me on their side. Makes sense to me.

“Luck” Principle #2 – You will only be “lucky” if you throw your hat in the ring and get in the game. You are going to be thrown curveballs on a regular basis. If you give up because you just can’t seem to handle them then you will never get “lucky” and hit one out of the park that will minimize the effect of all the swing and misses.

If there is someone in your industry that is doing better than you are then that means there is room for growth. It means that it is possible to get “lucky.” You just have to keep on swinging until you find your groove. There is a reason MLB Players go to pring training every year and take thousands of swings before the regular season begins. They need to be prepared to give themselves the best chance at being “lucky” and win a World Championship.

The more you play the more opportunity you have to make it all work out just the way you planned.

“Luck” Principle #3 – You have to get off your butt and go find “luck.” I say to you all the time, “PAY ATTENTION!” You can learn from everything that happens around you. You want to have a better customer experience in yoru business…well…order a t-shirt from www.JohnnyCupcakes.com (just ask James Schaefer) or a pair of shoes from www.Zappos.com (that one is for you Bob Chapman!) or come with me to Boston and stay at the Lenox Hotel and find out what it is like to feel truly welcomed and appreciated. If you don’t know what an “exceptional experience” is then go find one and duplicate it.

You also need to hang out with successful people. The farther ahead they are then you the better. At least have them be equals. This will sound very arrogant, I am shocked at how only a handful of people ever invite me out to coffee/lunch/happy hour/etc. Now, I wouldn’t be able to say yes everytime but you better believe I would do what I could to make it happen. I love you guys! I show up every month because of you. Who else are you NOT asking to spend time with? Be bold, be daring and ask someone for a cup of coffee who you have been so excited to ask a million questions to better yourself. No excuses.

If all you do is sit behind your computer acting busy or going to worthless meetings and groups that are highly unproductive or organizing your office in anticipation of all this business that is about to come, shame on you. Go where “luck” happens…in the trenches baby! Get dirty. Make friends. Push the envelope. Be bold. Do something you would never done a month ago. Become the creator of “luck.”

I challenge you to take inventory of your life and how you spend your time. Track it. Your results will be a direct reflection of how you are spending your “money hours.”

These three principles will lead you to money opportunities and a massive amount of “luck.” I bet dollars to doughnuts the more time you spend with me the more “luck” will come your way…heck, I will volunteer to be your “lucky charm.” Stick with me and I’ll lead you to the pot ‘o gold at the end of the rainbow…who needs a stinking leprechaun?!?!

Please take this message very seriously. This is no joke. Many will blow it off and poo-poo to them. They will be the ones moaning and whining when “luck” isn’t coming their way. Those that embrace this message and do something about it will be laughing all the way to the bank. Which person will you be?

The answer to the above question is very complex. The one component I will share with you today revolves around “place.” Being involved in 3 real, live businesses and working with a half dozen private coaching clients leaves no time to waste. As I have expressed before, I get maximum value out of every minute of the day. I work 14 hours per day Monday – Thursday, 8-10 hours Friday and 4-6 hours Saturday…anything beyond that is up to me but I am relentless about keeping my Sunday to me and my personal life.

The above schedule is packed with everything I need to keep the business machines running. But, there are moments when “place” needs to be addressed. I am very conscious of when it is necessary for me to change up my routine to breath fresh, new life into it to keep the juices flowing and recharge my desire for growth and success. For this reason I decided to spend the time and money to be in San Diego for longer than I normally would.

I know, you are probably saying, “Oh, so rough Kevin, hanging out in California.” Well, I have not been to the beach. I have not seen the water yet. I have been immersed in massive action. I am getting projects done at lightening speed and with great effectiveness. I have had my headphones in my ears virtually the entire time I have been hear not let anyone distract me from my goals.

You may be asking what the difference is between being in WI and CA if all I am doing is working. The answer is simple. I love being in mild weather. I don’t like it hot or cold. I have been hanging out by the pool working my butt off while being feeling the gentle California breeze on my face. It keeps me focused and motivated. I feel isolated where no one can find me and take my time without me allowing it. I can have music flow through me for endless hours which keeps me inspired. There is nothing like listening to the sweet sounds of Chris Botti playing the trumpet to keep my mind in a place of appreciation and intense focus on the prize. When I need to have positive visions of inspiration I listen to the song “Take Me Into the Beautiful” by Cloverton…it’s amazing the feelings I get when I hear that song.

I tell you these things because we all need to identify our “place.” If you don’t know what that is, I encourage you to find it. If you don’t know what elements keep you focused, I encourage you to figure it out. If you don’t know what inspires you, I encourage you to take this message, print it out and carry it with you until you can figure it out. Force yourself to be in the ideal environment to be the best YOU!

Its time for me to get back at it. I only have 12 more hours to get projects completed before my brain crashes. It was important for me to take some time to send you this message. I want you all to know I think about you and your success on a regular basis…even when I’m in San Diego where I don’t even know if there is still a beach

I thought it would be fun to get some facts from a business that is all about being different and providing its customers with a great shopping experience…

lululemon athletica

You can read more about this company by visiting www.lululemon.com as I don’t want to take a long time to make an intro here.

I visited this store on my trip to Boston back in September.  I have to say it was quite the experience.  Everyone there was ALL ABOUT the clients.  If you are ever in a town where there is a retail store you should stop by.  Rumor has it, the Milwaukee “sstore front” will become a full fledged shop so you can visit it locally!

Here are 3 takeaways with some HUGE lessons:

1.  The company refers to its “store clerks” as Educators.  This is a big positioning shift.  These individuals are now valuable versus being a pain in the butt (“Can I help you find something?” – you know the typical drill).  How do you refer to yourself and your support team?

2.  Lululemon’s brand personality has tended to be a bit “cheeky.”  The company thumbed its nose at the Vancouver Olympic committee with a clothing line inspired by “A Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011.”

I love that!!!  Reminds me of the pompous, arrogance of the NFL saying advertisers cannot use the term Super Bowl.  Well, how about using it in your marketing the same way lululemon has…

In honor of the “Cool Sporting Event That Takes Place for the 46th (XLVI) Time in Indianapolis February 5th, 2012…” we are having a VIP Event (blah, blah, blah).

That’s fun, interesting and controversial.  My kind of marketing edge!

3.  Lululemon’s corporate manifesto it printed on its bags.  The company’s recent decision to include a reference to Ayn Rand’s novel Atlas Shrugged, which advocates self-interest as the path to a better world, has raised eyebrows with some of its hard core, loyal customers.

Once again, I love it!  Who cares what the minority thinks.  Be confident you can express your own opinion when it comes to YOUR business.  Take a stand.  Be controversial.  My kind of company!!!

I love finding these examples.  Now, take this and take a look in the mirror and ask yourself, “Can I enhance my business by infusing more of MY personality?”  I think you already know the answer.

As per the usual the brain storming session resulted in more ideas than time would allow, but that shows the immense possibilities that lie within a business. The most important opportunity came after I asked her two questions…

What is your closing percentage and what is your closing script?

After watching her just one time I was able to fix the real problem, which wasn’t needing more leads, it was how to offer her services and the structure of her pricing.

After a number of months testing the pricing and the offer it is now completely rock solid. This also is a lesson in testing, written about here as bonus.

My point is, try to take a step back and see if there is another way of looking at a challenge you are facing. Get someone else to look at it and give you feedback.

It’s all about perspective. This one idea could change a big challenge in your business to a huge opportunity. Try it out. You may just like it!