In This Exclusive Episode I read 2 chapters from the best selling book "Tiger By The Tale: 99 Secrets To Tame And Master Your Business" By Marty Park *Disclaimer: I'm not an affiliate or sponsored by the author; this is a genuine personal recommendation.
To get the book, go to: https://tigerbythetailbook.com/
You can find Marty Park on...
Website: https://www.martypark.com/
Twitter: https://twitter.com/themartypark
LinkedIn: https://www.linkedin.com/in/martypark/
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0:07
Hey guys welcome back this is Reem, super happy to have you with me here today. This episode is going to be really exciting. Earlier this week I've received a book, all the way from Calgary, Canada, and I was really waiting for this book I was really excited to get it. If you remember in Episode Number 36. I've interviewed the master entrepreneur and the speaker. Marty Park. He's the author of “Tiger By The Tail: 99 secrets to tame and master your business”. MARTY was an amazing entrepreneur and I enjoyed our episode together, and he sent me his book, all the way from Canada, it meant so much to me despite the fact that the book had to like maybe travel the whole world until I received it, it took maybe over a month. But I was super excited and I decided to read two chapters, or two secrets of his book of the 99 secrets to mastering your business to tame and master your business. It's an amazing book I started reading it, I love it. I believe that. Marty shares, all his experience building his businesses, he started building a business. At the age of 21. So like all the secrets, all the failures, all the mistakes that you need to avoid, building your own business is in this book, and I recommend you go and get it, and i’ll make sure to put all the details in the show notes. But now, enjoy with me. Two secrets of Tiger By The Tail by Marty Park.
2:04
“Secret number 13 vision, goals, mission, culture. I'm confused”
There seems to be a lot of confusion around the terms, vision, goals, mission and culture are all of these guideposts really necessary for success in business? in my work advising entrepreneurs. I have found that what's most important is 1) a crystal clear detailed vision for what you're creating 2) a defined culture for your organization. And 3) a big hairy, audacious goal or BHAG. I don't include mission statements in the mix because they are generally too static too formal and have a little passion, a mission statement seems to be something created in a strategic afternoon workshop by the company executive. It gets printed and placed in the reception area, and no one ever looks at it again. Of course some organizations have find mission statements that serve as guides for the entire company, but the average staffer when asked can't remember it, so don't waste your time crafting a mission statement, unless it is profound bold and memorable. On the other hand, vision is an entrepreneurs, essential piece of guidance and inspiration. Vision is a personal picture with depth, color, texture, energy, and dream feeling. It's something that can live in your mind and you can bring to fruition, with significant power to motivate others. For example, if you were going to open a bakery, your vision would include the aroma of fresh bread baking. Imagine the heady scent of baked goods greeting your customers as they enter the front door. Your vision includes people stand in three deep at the counter at 8.a.m, a staff hands up samples of fresh raisin bread. How does it taste? warm, sweet, delicious. the vision you imagine in your mental picture becomes your internal guide to the business you bring into reality. The second key piece to your company's strategic success is increasing, a rock solid intensely defined culture, we'll take a deep dive into culture later in the people section of this book. But what's important to remember is that a company's culture defines how everyone at every level of an organization, act operates and accepts culture determines how staff interact on the job with each other in with customer
5:00
company culture brings people to a healthy ethical place, as a group, common goals. The big hairy, audacious goal or B H A, G BHAG is a phrase coined by authors, Jim Collins, and Jerry porras in the classic business book built to last. BHAG is the third essential piece of the high level puzzle. In almost all organizations, the staff don't have their own goals for the company. They need leadership to define a goal that they can rally around and buy into like vision, which looks long into the future goals are only short term, and can change, and achievable BHAG might be that a company hits a specific target that Big Hairy Audacious Goal can be made more exciting, with a reward, in the end, such as everyone going to NASCAR in celebration. That's a concrete goal to work towards!
A furniture store owner I advised had a long term vision of a chain of stores and a clear picture of how she would run them as part of her vision, she saw herself living her winters in a warm climate, her vision was too personal to engage and inspire her staff. So she focused them on achievable short term BHAGs goals with clear direction. One year it was a sales figure that was dramatically higher than anything they had achieved before. The goal was tied to a reward, the store would be closed for five days, and the entire staff would vacation in Las Vegas, all expenses paid. They constantly track their sales talked about and shared their plans for what the Vegas trip would include. the BHAG, really got the team fired up the same way the owners personal vision worked for her. The team shattered previous sales levels, and they all went to Las Vegas.
Another retailer I worked with had a very clear vision of customer experience, much like the bakery vision described earlier this owner imagined, every detail of a customer's interaction with his company, he shared his vision with each staff member on the day they joined his company and spoke of his vision, almost daily. His vision was the driving force for team training, all decisions and customer interactions, yet he found that it wasn't quite enough to continually motivate his staff. So with a little guidance, the retailer set out to define a specific short term BHAG for his team, he decided on a lofty goal, which was to be the number one company in their market based on sales, number of stores and customer satisfaction ratings. He was so passionate about his goal that it infected and inspired the staff people monitor their progress on the back, each quarter and celebrated their gains, every time they moved closer to their ultimate goal. They coupled their short term goal to the owners long term vision, and together they grow their goals, across the finish line. You and your team should be guided by your company's vision, culture and goals as a team. People need to know what they are creating, and why it can be intensely personal, it can be about community, it can be about some greater good deep bright shared work. It can be about higher sales customer outreach common values and mutual objectives. What's important is that the entire team be motivated and committed to the kind of organization you want to create, make it personal for them to, and you'll be absolutely amazed at how much effort, and commitment, people will bring to your company.
9:24
Secret 23, “Old-School Selling”
Are you bombarded with emails every day trying to sell you on some product or service? is your inbox constantly spammed by the new face of lazy selling? massive blasts and anonymous emails are based on a misconception that immense volumes of communications, get results. The success rate of this kind of selling is more like .001%, and should be avoided at all costs. Let's talk about how you should be selling in your organization, your competitors may be looking for the easiest, fastest and the most disconnected way to stop. But I'm here to tell you that you're way off base. Certainly platforms may have changed but people have at the end of the day, customers are still drawn to the same things as always honest communication quality products and services that meet our needs, worthwhile connections, and being heard listened to and understood.
10:33
He'd are the proven and profitable sales methods in order
of importance:
1) face to face contact 2) telephone conversation, 3) voicemail 4) writing letters and physical packages
5) text messages or instant messaging 6)Email
Some people will differ on the most effective order of importance. For example, there's always someone out there claiming to get thousands of responses from emails each week. On the face of it. That sounds too good to be true. Every sales method can generate some response. But successful salespeople need the kind of quality connections that lead directly to sales. Sales pros and business owners who know how to sell are the kind of people who make personal connections. Get in front of the people every day, have meaningful conversations, and lay the groundwork for sustainable predictable sale. email blasts, don't stand up to the kind of human connection that converts to sales. Let's say you send out an email, get a response, then arrange a phone call. Invite that prospect to a webinar set up meeting time, and then try to close the sale. So why not start with the intention of getting that meeting upfront as your first objective? When I asked successful entrepreneurs what their sales secret is, they don't tell me website landing page where people fill out order forms anytime of the day or night. They are all looking for the human touch, no matter their age. They tell me that sales hang on personal connections, in person or by phone. They make personal visits, drop in on clients and book as many one on one meetings as they have time for in a week. They call it “old school”. So stop looking for the easiest way to sell and focus instead on the most effective “press the flesh”,
as my father and grandfather, both exceptional
salesmen would say.
Train yourself and your staff to embrace the old school, get personal and enjoy the sales success that comes with it.
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Thank you guys for listening to this episode. I hope that you enjoy the book by Marty Park. The book is Tiger By The Tail 99 secrets to tame and master your business. I just read 2 secret they're all amazing. And you know you need such a book specially when you already starting your business and you are in the Midway of building and growing your business. It's really important because we're missing this type of books that will give you all the secrets, all the tips and tools and and tricks that will help you and guide you to master and to have a successful business. This is really, really important and I advise all of you to go
Grab the book, I literally
enjoy reading it. You know, the secret number 23 Old School Selling is amazing. And everyone, at any stage of your business, you should be listening to this. And you should be considering this. I always, always talk about this. And it's similar to what I always preach about which is return on relationships, make sure that you guys are building connections, and building relationships with your customers with your prospects. everyone around you, your network is your network. And this is so true. People need human touch, they need to feel you and to know you and to get to know more about you and to feel that you really care about them. This is the most important part of your business. And trust me at any stage, whenever you are at your business, you have to take this advice and consider it and implement it. Immediately, regardless of the new inventions of technology and where, and the new tools of marketing, I know it's important, I know that we need to be up to date as well. But, as Marty said, it's also very important for us to remember that even if the tools changed, people are still the same. They need to feel you know you and to feel that you really care about them. And not just a robot sending them emails. This is really interesting. I love this book. Thank you, Marty so much. Thank you guys for listening to this episode. If you enjoy such an episode, please let me know. Send me on www.reemkharbat.com. Let me know your comments. Leave me a comment here in the in the podcast and the reviews. I'd be more than glad to take your comments and respond to them. Thank you so much, guys. Hope to hear from you very soon and see you next week. Bye.