Author Archives: Craig Bailey

Eat That Frog!

One of the best phrases I’ve heard to help get my day started on the right foot, and make the best use of time, is “start your day by eating a frog.”

That is, most every day we have some less than pleasant (if not awful) task on our “to do” list that we must simply get done. Consider this your frog. If we don’t start our day by eating the frog that gross activity remains in the back of our mind as something we’ll get to, later today. And, each time we think about this we burn energy (stress) and take focus away from the other tasks on our plate.

By starting our day eating that frog we promptly put that unpleasant task behind us leaving more energy and focus on doing the more interesting / fun tasks and activities we have before us.

While this is a crucially important discipline for our daily activities let’s expand this across a lifetime with a broader statement:

Do what you have to do as quickly as possible so you can do what you want to do for as long as possible.” ~ Author Unknown

Is there something standing between you and your goals and dreams that feels like it will take forever (or, more likely, several months or years) to accomplish? Is it a college degree, a training program, certification, paying off that debt, etc?

Realize: You only live once. The time it takes to address the above will pass anyway. Why not start RIGHT NOW on getting done what you need to get done so that you can put it behind you and then enjoy the benefits of realizing the positive outcome for a longer period of time.

For example, if you are an hourly worker toying with how rapidly to go after that degree a key factor “may” include (but is likely not limited to): If I increase my course load (perhaps even go full-time) I will need to reduce or limit the number of hours I can work (earn an income).

While that “may” be true, there are several things to consider…

Let’s say it will take you 2 years of focused effort to complete that “in process” degree. By applying this (necessary) focused effort to “get’er done” you may need to let your employer know that you need to reduce your available working hours to less than 40 hours per week and/or forego any overtime. To keep things simple, let’s say this costs you $200 per week. Assuming you work 52 weeks per year this would result in $10,400 per year and $20,800 over the course of 2 years. OUCH, right?

Well, let’s think about the longer-term. What if you NAILED that degree in this 2-year period, taking the hit of $20,800. By achieving this advanced degree you should qualify for higher paying jobs that would increase your annual salary by MORE THAN $20,000 – PER YEAR. As a result, you will realize a one-year payback on that investment. And, more importantly, you will then be able to reap the rewards of this increased salary for many years to come. For example, over the course of a mere 5 years you will have earned $100,000 more than you would have if you had NOT completed that degree, landing you that higher paying job.

Don’t be like “most people” who only look at what is staring them in the face (today’s reality) and say “I’ll get to this (what I need to do to achieve my longer-term goals), at some point.” Most, never do…

Another great quote that applies here is:

Work harder on yourself than you do on your job. ~ Jim Rohn

While you are going after that advanced degree, your current employer will likely observe your increased focus and commitment as well as your skill-set improving – as you are investing in yourself. That is, not only are you taking the steps to achieve the degree, but you are expanding your knowledgebase and applying it to your current job (whether you consciously know it or not). If your current employer has any wits about them, they will acknowledge this and reward you accordingly. And, if they don’t, you have increased your options (you are now more valuable than you were prior to going down this path).

And, finally, if your goals and dreams are such, you can continue to repeat this process (investing in yourself / increasing your income) to ANY LEVEL you wish! Did you know there is NO LIMIT to the amount of income someone can earn each year? This (no limit) applies to you, too!

Go for it!

Launching a Consulting Business – Your Pitch

Your “pitch” is crucially important to let people know what you do and (more importantly) generate interest for your services. The 2 most important things relating to your pitch is:

  1. You need an effective “elevator speech.” That is, a short (30-seconds or less) description of what you do that you can share on an elevator (for example) between 2 floors, in response to someone asking: “So, what do you do?”.
  2. You need to understand the nature of your audience and ensure your message resonates with them.

Let’s now cover each of the above.

Elevator Speech

The main guideline is: it must be succinct (briefly and clearly expressed). For example, the “generic” elevator speech for my business is (in response to someone asking what I do):

“We help companies improve the customer experience and operational performance. We do this via 2 offerings:

  1. Customer experience assessments to identify what a company is doing well and their opportunities for improvement resulting in a highly pragmatic roadmap to get them where they need to be.
  2. Project management services to drive mission critical initiatives to conclusion.”

Your Audience

The first thing to reinforce is that you must go beyond the “technical” description of what you do or you will only create a “yawn factor” for your audience and/or their eyes will glaze over.

Your audience wants to hear what you can specifically do for them (or someone they know). That is, the RESULTS they can expect to achieve by working with you.

At a high-level there are 3 types of audiences which, generally speaking, have a particular area or hot button, as follows:

  • Senior Executives / Business Owners – Care most about the dollars and cents (the revenue you can help generate, costs you can help reduce and/or profits you can help increase).
  • Middle Management – Metrics as well as the organization and performance of activities (i.e., key performance indicators you can help improve: customer satisfaction and/or loyalty, employee morale, average handle time, mean-time-between-failure, etc.).
  • Front line – My specific job (the improvements you can help facilitate to make their job easier, more satisfying and/or higher impact).

As such, a tailored statement I’d make, after sharing my generic elevator speech for each of the above audiences would be:

  • Senior Executives – “…For example, we’ve helped companies increase the amount of revenue generated by their inbound call centers by 50% in less than 3 months.”
  • Middle Management – “…For example, we’ve helped increase customer satisfaction and employee morale while at the same time reducing operating costs.”
  • Front Line – “…For example, we’ve helped management realize that if they can improve the product release and/or sales process “up stream” there will be fewer calls from irate customers into the technical support department after go-live.”

Finally, once you’ve defined the above – practice, practice, practice and practice some more until your elevator speech / statements roll off your lips naturally. And, try it out on a few people (starting with your Board of Advisors) to get their reaction. Do the statements make sense? Are there common questions they ask that could be preemptively answered with a slight tuning of the statement?

In closing, have fun with this! And, don’t wait until you feel it is “perfect” before you start sharing it. Let’er fly and make adjustments as you go! In the next post on Launching a Consulting Business we’ll cover the topic of marketing collateral that you may hand someone who indicates interest in your services after you have effectively delivered your pitch.

Click here to review the next article in the series.

Launching a Consulting Business – Your Shingle

By launching your own consulting business you are “hanging out your own shingle.”

In order to do so you will need to decide what that shingle will say (name of your company and any tagline) as well as what it will look like (the logo).

Since you’ve taken the prior steps of defining your value proposition (you have done this, haven’t you?) you have a punch-list of items (things that you do exceptionally well) that others would be willing to pay you to do. It is now time to (attempt) translating these into a company name and/or tagline. Before doing so, let’s consider the 2 primary objectives for effectively doing so:

  1. Provide your market a “sense” of what you do
  2. Allow people to easily find you (on the Internet)

When I was putting the final touches on the plan to launch my business, my mentor said: “So, what are you going to call it.

My value proposition included:

  • Helping companies to:
    • Improve the customer experience and operational performance
    • Drive mission-critical projects to conclusion

As such, after being asked the above question I pondered it for a moment and responded with “Customer Centricity?” with a big question…She said: “That sounds like a great name, do you know if it is available?” I responded: “I have no idea, let’s go search the Internet to see if the domain name is in use.” Thankfully, the name was not in use (in the USA). That said, someone in the UK had registered the domain name (www.customercentricity.com) so I went with www.customercentricity.biz. In fact, someone seems to still be “toying” with the “.com” address. They can have it, as I’ve generated enough noise (more about that later) that if you search on my company name (Customer Centricity) via Google I’ve consistently been listed in the #1 to 3 spot for years 🙂 And, this has served me quite well since a significant amount of revenue has been generated by people finding me online upon doing research on “customer centric” and “customer centricity”.

The other element to consider for your shingle is a tagline or short phrase that backs up your name and/or serves to provide more context around what you do. So, if you were to view the shingle of my consulting practice, it says:

Customer Centricity, Inc.

Planning. Execution. Delighted Customers.

Now, Isn’t that just super-duper sexy? NOT! And, it doesn’t have to be.

Finally, once you have your name and a tagline it is recommended you engage a graphic designer to create a logo for you. This step doesn’t have to cost a lot of money. And, if you need a recommendation for a graphic designer feel free to contact my son (Ian) who is doing some really cool stuff. You can check out his shingle at: www.baffirossi.com.

In summary, the more keywords that your company name and/or tagline contains the easier you (your website) will be found online (via search engines – more about that later).

Click here to review the next article in the series.