Play #12:3 Ingredients That Make Or Break Your Brand

Michael Eisner once said: “A brand is a living entity- and it is enriched or undermined cumulatively over time, the product of a thousand small gestures

Here are 3 ways your brand is going to be judged


The Visual You:

People judge with their eyes first. How do you look? Do you look professional? Do you look approachable? Do you look competent, confident, friendly etc? Do you look successful? Have you thought through your wardrobe, or is it something that just sort of happened?

Paul’s wake up call: For years, people would come up to me at networking events and ask me if I was pissed. My response was something along the lines of “I wasn’t, but I am now” After some serious introspection, I realized that I was going through life with a look on my face that projected “pissed” A simple smile can and will go a long way.

When was the last time you video taped yourself for a nice old fashioned reality check?

When you take notes; do you use a shitty bic pen? How about your computer bag? Does it look like it was dragged through a construction site?

When you do a presentation are your visuals memorable? How is the look of your website, your brochures, letterhead etc. How do your proposals look?


You . . . The Act!

How do you act? Do you act professionally? Do you act as a resource? Note: when I say resource, I don’t mean the kind of resource that your customers need to have a check in hand for you to be a resource? Do you give value upfront? Are you a good listener? When you get together with others do you make them feel as if they are the most important person or do you make it all about you? When someone tells you something important to them, do you ask questions and show interest, or do you return fire with one of your own? Do you get a tad opinionated, political, religious, off color, inappropriate?

Are you salesy and resort to monkey style kung fu amateur closes that make your clients cringe?

Do you have energy? Do you package what you say and do with enthusiasm! Can you inspire others to action? How do you make others feel? Are you someone who is fun to be around. Are you, as we say in New Yawk a "Pissa"?

When people talk, behind your back, how would you want them to describe You . . . the act?

You and Your Words:

If someone asked you right now, what you do, could you rattle off an effective 30 second commercial? Would it be memorable? How’s your vocabulary? Do you have interesting ways of describing your products and services? Is your speech riddled with ums, you knows and a basically or three? Do you use weasel words like “probably” “maybe” “possibly”. Do you get a bit jargony?

How I say something can contribute to my brand too! If my tone is negative then that’s what’s going to be associated with my brand.

Today’s Reflection: Congruency

When we look at the total you, are all those ingredients in proper alignment? Are they congruent with the brand you hope to project to the world?

Start getting more intentional and more deliberate about the amazing brand we call You.

The seat of the pants shit that brought us this far isn't going to cut it any more!

Play #11 What Are They Saying Behind Your Back?

Do you know?

What would you like it to be?
What do you want to be known for?
How do you deliver value?
What’s the (insert your name here) difference?
What do you hope they never say?

The answer to those questions (and many more by the way) are what comprises your personal brand.

Today’s Reflection: Answer those questions above. Get clear on who you want to be known as. What do you want to be known for?

What is the (insert your name) brand?

Check out this article from Fast Company magazine. It’s by Jedi Master Tom Peters and was way ahead of its time. http://www.fastcompany.com/magazine/10/brandyou.html?page=0%2C0

They say the average person spends more time planning their family vacation than their life. I would venture to say that the same is true for our personal brand.

Set aside some time this week, put pen to paper, fingers to keyboard and plan your incredible new brand for 2009!

Happy Branding!

Paul Castain

PS I'd like to thank my friends at alltop.com for including Castain's Sales Playbook on their listing!

Play #8 How To Avoid A Case Of "The Mondays"

I've never been one to get caught up in the motivational, "turn that frown upside down" bs. If I'm having a bad day at the very moment when you ask me how I'm doing, I won't belt out an artificial "TERRIFIC".

On the other hand . . .

The thing I needed to learn the hard way was that when it's game time, I better lose (real quick) any hints of what they called "The Mondays" in Office Space!

For several years now, I've kept something by my phone to inspire me to get off my ass and get after the money. I thought it might be apropos as we we begin a new week of opportunity and move closer to our 2009 aspirations!

Everyday . . .

A new business is born that requires your product or service.
A business wants to grow and they need your help.
A sales rep goes M.I.A. leaving an orphaned account for the taking.
A business moves into your area finding it easier to deal with a local company.
A new buyer joins the company looking to make a name for themselves.
That old buyer who used to tell you “No!” may have left.
A vendor drops the ball creating an opening for you.
A vendor gets complacent creating opportunity for you.
A rep fails to offer an idea that you have that could impact your prospect’s business.
A buyer just doesn’t like their rep.
A buyer hates the buying process with their vendor.
A buyer wants to deal with someone who isn’t just about the commission check.
A buyer feels like they are over paying for what they are getting.
A rep misses a deadline
A rep fails to communicate properly giving you an opening.
A company needs the benefits of your offering to help them streamline their process.
A buyer wishes they could find a vendor that would “get it right the first time”.
A referral from an existing account is there for the taking
A “low ball” company can’t sustain quality
A sales rep gets caught in a lie to a customer losing credibility
A vendor implements some stupid, non customer friendly policy
A vendor raises their price making the buyer reevaluate the situation

A buyer gets FED UP!

Our job, in its simplest form, is to find and leverage these situations

Safeguard your attitude from getting a case of “The Mondays” by taking action!

Play #6 A New Year Worth Embracing?

Happy New Year! (a bursting of the bubble in 3 . . . 2 . . . 1)

It’s rather unfortunate, but our pessimism might be getting the best of us!

I’ve spoken to several people who are (and rightly so) concerned about the economy. I’ve spoken with others who fear the uncertainty of 2009 and my favorite . . . ones who are just glad 2008 is over!

You might be suffering from what psychiatrists call SNYS . . . Sucky New Year Syndrome!

Doesn’t exactly make ya want to go out and rip bumpers off of cars with excitement does it?

And yet, we are destined for the same sucky new year again if we don’t two fist the reigns and get some control!

Just out of curiosity; if you were to have an incredible, fulfilling, prosperous 2009, what would that look like? How would you look? How would you feel? How would you act? Are you standing up a bit taller? Are you a little prouder? Would you feel more accomplished? What kind of adjectives would you use to describe that year?

Last week, we took a depressing view of Covey’s Habit # 2 Beginning With The End In Mind to design how we want our stories to end. God willing there are several chapters between where we are today and where it ends. As a matter of fact, its time to write your next chapter.

It’s One Year From Today . . .

I want you to think about your life one year from today and answer the questions I posed earlier in this post. I want you think about this year as if it has already happened and you are telling us about it.

Once you get a clear picture of that year, finish the sentence below. The only rule is that you think of a word or phrase that really sets the tone of what you are about to tell us.

It’s one year from today and I feel _____________________________

Some ideas to get your wheels turning . . .

It’s one year from today and I feel unstoppable!
It’s one year from today and I feel accomplished!
It’s one year from today and I feel like I’m in the locker room at the super bowl . . . I made it!

Piece this all together and create a 30 second vision statement that tells us about your incredible 2009.

Here’s my vision statement for 2009:

It is one year from today and I feel energized and accomplished!

Having lost more than 50lbs, I can now tap into new energy resources. I look and feel great and it is fast forwarding my success across the board!

I have written the book (finally) and close to finalizing a deal with a publisher. My articles, blogs and podcasts continue to build my personal brand and I feel as though a new chapter in the Castain Success Story has truly begun!

The best part, is that this is only the beginning for me. Life is great and I awake each morning with a renewed passion.

I feel like a million bucks!

Damn, that felt good writing that! I would venture to say it’s a tad more motivating than:

It’s one year from today and I feel like crap. My 2009 sucked and I’m glad it’s over. As a matter of fact, I’m pretty confident that my 2010 will suck too, that’s why I complain and do nothing about it.

Hope you had a laugh, but that’s where our thoughts can go subconsciously if we don’t do a little reprogramming . . . NOW!

To make a long sermon longer, I turned to the logical place one should turn to for motivation when times are tough . . . An Adam Sandler movie!

There was a scene at the end of Mr. Deeds when Adam Sandler said something along the lines of (and I’m paraphrasing big time here) “Look at us now. I bet the 6th grade versions of ourselves would want to kick all of our assess right now for who we’ve become!”

It’s a funny line and yet so true. At one point, we aspired to be something different. Through a series of twists and turns to the plot (perhaps a groin kick or two) here we are today!

I’m happy to say that the 6th grade version of me (bad 70's haircut and all) wouldn’t want to kick my ass. I do think he might call me a “wuss” for defaulting to the safe things as many times as I have! Perhaps, like many of us, I need to be less "wuss-like" and take a few more chances in 2009. After all, Paul Castain is no 6th grader’s bitch!

So I would like to be the first to offer a unique toast to our new year. This toast requires the opening of a fresh can of whoop ass, a 6th graders belief and the tenacity to never stop trying until we have the year that we truly deserve!

To a 2009 full of health, happiness and prosperity!

Play #5 The Four Eulogies

As we prepare to embrace a shiny new year, with its new car smell and endless possibilities, its a great time to revisit our goals and create new ones that will give us a 2009 to be remembered!

Speaking of remembered, when all is said and done, how do you want to be remembered? How will the final words of your success story read?

When I reflect on those questions, I can't help but think of Stephen Covey's The 7 Habits Of Highly Effective People, specifically habit #2 . . . Begin with the end in mind!

To help us begin with the necessary awareness, Covey offers an exercise that is going to bum the hell out you, but you need to do it. I promise you that if you take the time to reflect on how your journey ends, its much easier to secure a map to get there!

Here goes (have your tissues and Prozac handy)

It's a few years in the future and you are attending a funeral. The place is packed and there is a feeling of love, respect and warmth. After sitting there for a bit, you come to the realization that you are witnessing your own funeral. People have come from great distances to pay their respects to you.

Four people come forward to say a few words about you. Each one of them represents a different aspect of your life, the sum of which represents you as the total person. There is one person from your family, one of your friends, someone you work with and someone from either your church, favorite charity or community.

What would they need to say about you in order for you to feel that you have lived the life you deserved?

I did this exercise a few weeks ago and it really knocked me on my ass! I don't know if it was the reality check on my lack of invincibility or . . . the fact that I was failing in some of those areas! You see, I know what I want those eulogies to sound like, but truth be told, if that day came today, the eulogies might sound a bit different, be a bit shorter and the church, unfortunately a bit emptier!

So here's what I chose to do about it (after coming down from the ledge) :

• I chose to create a set of goals (a map) that would ultimately bring me to my final destination by beginning with the end in mind!
• I broke them up into the 4 groups: Family, Friends, Business and Spiritual/Community
• I took immediate action in every one of those areas

I now begin my day by looking at those goals to make sure I am living my life more intentionally. I make sure that I stay in control, avoid seat of my pants actions, winging it or anything that even resembles complacency!

Today's Reflection: As you set your New Year's Resolutions, begin with your end in mind and then create the map to get you to your destination. Anticipate roadblocks, traffic jams, miscalculations, detours etc along your way. Stay committed to your outcome, your destination and don't ever settle for a second rate life . . . upgrades are always there for the taking!

How am I going to live today in order to create the tomorrow I'm committed to?
Tony Robbins

Wishing you and your family a happy and healthy new year with endless opportunities and possibilities!

Play #3 A Different Perspective From Mr. Edison!

There are volumes of sales books that reference the famous story of how Edison failed more than 9,000 times before cracking the code to inventing the light bulb! The lesson is obviously to stick with it and no matter how many no's we get there is surely to be a yes just around the corner.







There are two other little known lessons that we can pull from Mr. Edison!





One is all about the attitude. For most of us in sales; repeated, unrelenting rejection weighs on our soul in 50 lb increments slowing us down and in many cases dragging us down to a slow and painful halt! With each failed attempt, Thomas Edison grew more excited and rumor has it that he might have been moon walking and slapping his co workers on the ass as he started rounding that 9,000th" no go" . Alright, I made up the moon walking and ass slapping, but the dude was excited! He was excited because he knew that with each attempt he was ruling out the wrong way of attacking the light bulb and thus narrowing his search for the right way to do it!





Talk about a dose of perspective!





Today's Reflection (Part 1) Change your perspective from "Why me?" "It sucks out there" and all that other garbage to "There's a code and I simply haven't cracked it!"





The second lesson has to do with journaling. Thomas Edison documented each one of those attempts so he could take the most important thing from it . . . THE LESSON!





How are you doing in that department? Are you documenting and taking your lesson?





For 15 years now I have been keeping a journal. I don't write that hokey "Dear Diary" stuff at least not to the extent I would acknowledge in a blog. I try to mark my path on my journey to figure all this stuff out. When I do something I feel is on point; I jot it down. When I do something I feel was disastrous I write it down. I believe that in life we are thrown off balance many times. I want you to picture the vision of losing your balance. When you lose your balance, you reach for something. In sales we are reaching for our words, the right comeback etc. In that moment, we are either going to say something brilliant or we are going to have a Forrest Gump moment. Either way, the most important part, is that we take the lesson and document it!





When I hear a really cool way of describing or packaging something, I rip it off and toss it in my journal. When I hear a motivational quote, I jot it down.





Keeping a journal will help you to:

• Mark your path. How cool would it be to have the same struggle later in your career and have the ability to reference how you cracked the code?


• Crystallize your thoughts!


• Show you how much you've grown.


• Open your mind to the most incredible new distinctinctions.

Today's Reflection (Part Dos) Go out and buy a journal! You are NOT, under any circumstances to buy a sh***y spiral book. Go get a leather bound or one that looks worthy of your thoughts. Jim Rohn once said (and I am paraphrasing) that you buy a nice journal to encourage you to put something in there worth reading.

I guess at the end of the day, this hokey stuff works otherwise we would be reading this by candlelight!

Who knows better than Mr. Edison!

One disclaimer: Engaging in ass slapping may induce unwanted HR meetings!

Play #2 The Sanders Study Of Persistence

We've all heard the statistics that it takes 5-9 touches in order for a prospect to feel comfortable enough to take an appointment with us. Whenever I address a group of sales professionals I ask them if they feel the numbers are accurate and very few seem to agree. Some tell me less, some tell more and if you're like me, you'd just like to know what the magic number is.

Let's just say that it turns out that the magic number is in fact 9. Do I give up after 9? Is this prospect useless after 9? Do I suck if it takes me 150 touches? I was reading an article by someone in my industry who says he removes companies from his list after 4 attempts. Lot's of conflicting opinions, huh?

Time for a story.

Once upon a time, there was this retiree who received his first social security check and it was not enough for him to make ends meet. He faced the music and decided he needed to get back to work, but what could he do for a living at his age? All he had was a family recipe so he decided to take action. He went to a local Diner and offered to give them the recipe for free in exchange for a percentage of every meal they served with his recipe. He was quickly turned away. He went to the next eatery and was told "no" there as well. He kept at it and next thing you know 100 no's, 200 no's. He began sleeping in his car travelling all over the US and soon hit 300 no's, 500 no's, 1000 no's. When the smoke cleared, he took 1009 no's and then something magical happened on the 1010th attempt . . . a YES!

The man's name . . . Colonel Sanders founder of KFC!

So, as the experts cling to studies from Dartnell or Gitomer, I cite a study by Sanders (Colonel Sanders that is) which states that the answer is clearly Whatever It Takes! I believe there are similar studies by Thomas Edison, Abraham Lincoln and most of today's top business icons!


Today's Reflection: "No" is not a door slammed shut for all eternity; it simply means NOT NOW!

Play #1 Differentiate Or Die!

According to fastcompany magazine the average consumer is exposed to over 3,000 ads per day, abcnews.com tells us that there are well over 170 billion (yes billion with a “b”) emails circulating worldwide each and every day! Add that to all the phone calls, voicemails and interruptions our average decision maker deals with daily and one can easily scratch their head in a “WTF” frenzy wondering how we could ever expect them to have us on the brain.

Play #1: Differentiate!

Rethink how you approach your prospects. Are you just “smiling and dialing” and “checking in” or do you have a compelling message? While we’re at it, I hope you aren’t just embracing a telemarketing strategy. Hopefully, you are calling, emailing, snail mailing, networking, doing creative stuff etc.

Today’s reflection: Is my message compelling and do I differentiate? What will I do to stand out in from all the things tugging at my prospect/client's attention?