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Archive for August, 2011

1. Supersize It!
Okay, okay… the real marketing term here us upsell it, but the word association takes me to McDonalds. You’ve been there… you pull up to the window, place your order and they always say… “Would you like to supersize that?”

What bugs me is that I instinctively say, “Yes!” After all, for a few cents more I’m getting nearly twice the amount of fries and beverage. We won’t discuss the fact that a person with normal size kidneys couldn’t possible drink the supersized drink before it goes flat… and that if I were to eat all of the supersized fries I’d be perfect advertisment for an acne medicine company… but hey, I got a good deal!

When your customers have their wallet out and are reaching for their money, they are ripe for shelling out just a few more bucks to sweeten the deal. In fact, about 50 percent will say yes without a second thought. It’s the perfect time to offer an upgrade or an extra warranty.

2. After The Sale Offers.
Have you noticed that novel sequels seem to go like hotcakes? Once the author has caught the audiences attention with the first book, they can’t wait to get their hands on the follow up.

The same idea carries over with your customers. A customer who is happy with the product and service you provided the first time, is much more open for a second experience.
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How one expert made a splash on CNN’S Paula Zahn Now, and how you can, too

Cosmetic surgeon, Dr. Robert Kotler’s New York based publicist, made contact with the Paula Zahn Now program on CNN to schedule an appearance. Here’s what happened next.

1. Map out the segment with the producer

*I was referred to one of the *bookers* who did a quick screening and then put me in contact with an associate producer. Over several phone conversations, we worked out the subject matter of the 3-4 minute interview.*

NOTE: Once you’ve passed the *audition* with a booker you’re passed to an associate (or other less senior) producer. Often after that first “audition” you must be screened by producers at higher and higher levels. If you’re chosen then you begin to create a segment together.

2. Help the producer shape the segment

*The *backbone* of the spot was my recently published book, SECRETS OF A BEVERLY HILLS COSMETIC SURGEON, The Expert’s Guide to Safe, Successful Surgery. The associate producer and I had discussed what I consider to be the non-frivolous and important consumer issues of the book, such as how to select a properly trained surgeon and how to be certain that the facility in which the surgery is to be performed is properly credentialed and hence safe. And even the issue of having an anesthesia specialist in the patient’s service to assure comfort and safety. Those are the key gems for the consumer-reader-viewer.*

NOTE: Robert choose important issues of concern to Zahn’s audience angling his ideas to suit her show. It’s up to you to suggest ideas that would make a great segment. Listen to the producer’s ideas and don’t be shy about gently suggesting alternatives. A pro-active guest who knows his material is prized. Be sensitive though to how attached the producer is to his idea and suggest yours accordingly.

3. Expect the Unexpected

*On the air, the focus of the segment was somewhat different than I had been lead to expect. Paula Zahn, who is as smart, charming, and attractive off camera as on, was a hospitable and engaging interviewer. However, as comfortable as I was made to be, the questioning by Paula got stuck on *which celebrities have had what done.* And, they put up photos of some selected celebs and asked me to comment on them–including ones I had not seen prior.*

NOTE: Always be prepared for the unexpected. This is a frequent tactic of TV shows. If they had told Robert ahead of time what they were planning he may not have agreed to be their expert. Instead they lead him to believe that they would focus on what he considered important issues. To be fair to the show they may have planned to cover what was discussed, but changed their mind at the last minute. Or they may not have had time or didn’t feel it was necessary to inform their guest of show changes.

Also, talk show hosts are expert at making you feel comfortable. It’s their job to help you be a good guest (relaxed and credible)–as ones who are nervous don’t come across well. A typical tactic is to put you at ease and then ask an unexpected question to get a candid response–which often makes for good television. Be ready. You can be candid and still speak to YOUR talking points.

4. Prepare your answers and bridge to them

*While I have had professional coaching on *guesting,* and understood how to redirect the questions, I decided to just *go along* with the trail of questions Paula posed. I could see that this was going to be a *light interview,* not hard news. Not that it was distasteful or unpleasant, but, frankly, it seemed redundant and wasteful of audience time. I felt the public deserves more significant information than yet another review of Joan Rivers’ ultra–raised eyebrows or Michael Jackson’s nose remnant.

While I did not expect a formal *book review* I felt the viewers would have appreciated knowing how to avoid the bad surgical results that everyone is so familiar with.

As I would have told the viewers, *If presumably smart and wealthy people can have such bad cosmetic surgery, how does the *average citizen* avoid it?* In the end, it was not a particularly informative session–a bit fluffy–and I saw that as an opportunity lost. But, hey, while it says Cable NEWS (italics mine) Network on the door, it is still first and foremost entertainment. Show biz. So, always be cognizant of that, I just rolled with it and enjoyed myself.*

NOTE: The show wanted the sexy celebrity angle, but Robert could have bridged to the information he thought was important with a phrase such as *Mistakes can happen to anyone, including celebrities like Michael Jackson. To prevent these mishaps for yourself you can*…and then he could have delivered the key points he wanted to cover such as the importance of a good anesthesiologist.

5. Follow the host’s lead *and* make your points

*Yes, I could have diverted the conversation and tried to say what I thought needed to be said, but one has to weigh the benefit of taking that path and possibly being disfavored by the program and hence not be welcomed back or just going with the flow knowing that just *being there* and having the cover of the book flashed on screen is quite satisfactory for my purposes of promoting the book.*

NOTE: You can satisfy the host and yourself by balancing the information with what the host wants and what you want. If you transition gracefully by taking a few seconds to comment on their question and then a few seconds to focus on your point everyone will be satisfied.
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Effective business networking is the bringing together of like minded individuals who, through relationship building, become walking, talking advertisements for one another.

Keep in mind that networking is about being bona fide, building trust, and seeing how your relationship can genuinely help others.
1. Always figure out before you even walk into a room, what your specific goals are in attending each networking meeting. This helps you to pick groups or associations that will help you get what you are looking for.

2. Ask open-ended questions during your networking conversations, questions that ask who, what, where, when, and how. Try to avoid questions that require a simple yes or no response. By using this line of questioning you can open us the discussion and show listeners that you are interested.

3. Become a walking resource centre. When you become known as a strong resource, others remember to turn to you for suggestions, ideas, names of other people, etc. This keeps you at their “top of mind”.

4. Make sure you have your “elevator speech” prepared and know it like the back of your hand. An elevator speech is the commonly known as the response you would give in the amount of time it would take to reach the tenth floor in an elevator. Always rehearse your spiel and be genuine, so that you don’t sound automated when you relay it to someone who asks what you do.

5. Always know what is going on in current affairs, if you don’t feel comfortable just rolling into a spiel when you first meet someone, have a back up topic to break the ice until you do.
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