Why exactly do you want to do that?

Imagine this scenario. You and your significant other (S.O.) are getting by OK. Money is a little tight. You have a couple of kids in private school. You're saving for college. You can pay the bills, but there isn't much left over for luxuries. One day your S.O. says, "Honey, I believe we need to purchase a BMW. Not a really expensive one - just one of those convertible models. Nothing too extravagant. Let's go out shopping."

What would your first reaction be? "You're kidding, right?" After the initial shock, you may get caught up in the excitement and say, "Hooray, let's go." More likely though, you are going to ask a reasonable question like, "Why would you like to do that?" Your S.O. may have some very good reasons like, I need to get to work, our other car isn't as nice as I'd like it to be, I want to look hot...etc." As the sensible one in the relationship, you will try to find out your S.O.'s objective. Mid-life crisis? Needs more attention? Had a concussion on the way home from work? His friends all just got new BMW's? Regardless of the reason, you will steadfastly work toward finding the reason and looking for a more cost effective way to accomplish the objective.

Now, let's change the scenario. Your boss or client says, "I've been thinking. We need a new brochure (website, open house event, seminar series). Let's get started on that right away. Chances are, you as a loyal employee or consultant will click your heels, salute and say,"Yes sir/maam I'll get right on it."

Why not ask the same questions? I've had many occasions when a client has requested something that I thought was a bonehead idea. Instead of blindly following the rules, I find that those ideas aren't always written in stone. In fact, if your boss has hired you for your expertise, doesn't it make sense to say, "Why exactly do you want to do that?" Perhaps there is a more effective or cost efficient way to do it. Maybe not, but don't you owe it to your boss/client to find out?

This is where true professionals show what they are made of. It is terribly tempting to say, "Sure, I'll take your $5,000 (or $10,000 or $100,000) to do what you've asked." But think about the respect that you'll get if you say,"Why do you want to do that? Let's look at your objectives and see if this is the best way to accomplish them."

Here's a true story. I met with a doctor client about a year or so ago who insisted on having a seminar in a different county than where he was located. He would have spent about $4,000 total with promotion, food, room rental. I would have gotten some money out of the deal too. After listening to him, I asked him why exactly he wanted to do a seminar in another county. Was he trying to lure patients from the other county when there was a perfectly good provider in that county? Was he trying to expand his practice into another county? If so, did he have the means to accomplish that if it was really successful? If so, did he have enough money to do it right and advertise consistently in that market?

Do you know what? The answer to all of the questions above were "No." It came down to ego. He admitted it. He wanted to be in the face of his competitor. I explained to him that I had a cost saving alternative for him. It would cost him $4000 to do it his way, but I would save him $500. For $3,500, I would call him every day and tell him how great he was. When you shine the light on the situation that way, the seminar didn't make a whole lot of sense either. I saved him a lot of money. Do you think he appreciated it? Probably. He never became a real client though. That was my choice. I don't like to work for egotistical doctors.

One last thought - make those objectives measurable. "My objective is to create a beautiful brochure" is NOT a legitimate objective. "My objective is to create a brochure that will increase Website hits by 10% by the end of the year" is a measurable goal. Why start a project, if you don't know if and when it was a success?

Pizza, Sweating and PR - A perfect combination

This sounds like the beginning of a really sick joke. What do pizza, excessive sweating and public relations have to do with each other? While you may think this is going to be a ding on Dominoes - think again. This is actually a good news story and an opportunity to think about how positive PR can affect you or your client's business.

Let's start with some background. Gulfcoast Cardiothoracic and Vascular Surgeons offers a surgical intervention called sympathectomy that helps eliminate or reduce excessive sweating from the armpits, hands and feet. This does not apply to overall body sweating or the normal sweating most of us humans do. This is for a group of people who have suffered through their entire life having terribly sweaty palms - to the point where they could not shake hands, couldn't try on shoes in a shoe store, or changed shirts several times a day, even when they weren't exerting themselves. We ran a marketing campaign on the radio and apparently, this is really big news. Over 300 phone calls in one month.

Sounded like a news story to me, so I spoke with a reporter who also found it interesting. She did a big feature story on the subject.

Good news right? Yes... but there is a major caveat. If you score a great story like this, it is IMPERATIVE that you clearly communicate with the people answering the phones. Prepare them for an onslaught of calls and tell them exactly what to do. In this case, callers were scheduled for free screenings. The staff was well aware of the date the story was scheduled to run and they were ready.

Now where in the world does the pizza come in? Well, it has been my experience that when a major story hits, the phones don't stop ringing. Getting away for lunch is a pretty tough prospect. Show the staff how much you appreciate their courteous and professional telephone answering skills. A big coup for a PR person can really be a big pain for the staff - even if it DOES mean more business. The cost of a few pizzas can buy a boatload of goodwill and will encourage the staff when they get weary.