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Electric Impulse Communications, Inc. Newsletter
July 2004
I. Your Summer Vacation
In addition to heading for the beach, the big city, or a Boeing, I ask you
to take a mental road trip. Actually, this trip might take longer than you
can make in a summer, but let's get a start!
You need to head to BENEFIT-VILLE.
You, and most of the world, have been living in PROCESS-VILLE.
I hear it in board meetings.
I hear CEO's, senior management, and salespeople talk about
the process: How long, how hard they worked on a project rather
than the benefit to the prospect, board, or client.
Our VALUE is in the benefit that we provide:
How will the prospect be different as a result of your product or service?
As on any trip, we have to pack effectively or we spend time and money
on correcting the problem. On the trip to BENEFIT-VILLE you need to
pack questions.
Questions are how you will move forward to BENEFIT-VILLE.
Talking keeps you in PROCESS-VILLE.
Questions you might want to pack:
(for more questions, visit www.summitconsulting.com)
Why are you considering this action now?
What is the probability of going forward?
Do you think we would be a good match?
As on any trip, the route is not always direct! Even when you book a
flight, you don't know if there will be an unexpected detour.
Keep in mind that your criteria is not, AM I THERE YET?
The question you want to ask is, "Did I do something today to move
myself, a prospect, or a client toward our final destination?"
II. Views from the Road
Picture this: a glass factory in Murano, Italy. It happened to be a
holiday and only one glass blower was present to demonstrate the
art of glass blowing. The guide explained that we would see only
a very simple piece blown. To create a sophisticated piece of glass
required the whole team to be present.
Isn't it interesting that whether you are trying to create a piece of glass
or improve company results, it takes a team to do the "heavy lifting."
Venice has more canals than I imagined. Way more. And when you
are jogging in Venice, it means that you have to jog up the steps to
cross over a canal, and then back down the steps, and then up, and
then down, and then up...You get my point! There was a large banner
on a bridge over one of the canals, that said "You Don't Find Art Where You Expect to Find It."
I suggest this is true of more in life than Art. You don't always find
value where you expect to find it. So start now on your journey to find yours!
IV. Live and On TV
A. Look for the air dates for this exciting show: Regionalism
Time/Warner Civic Forum of the Air Channel 23
Tom Sawyer, Former Mayor and Congressman
Jim Crutchfield, Publisher Akron Beacon Journal
Bob Reffner, Partner Brouse McDowell and Team NEO
B. In Person
* American Business Women's Association - August 23, 2004 - 6:00 pm
Topic: Step Up, Stand Out:
Communicating Value in a Hypercompetitive World
* HBA University - September 30, 2004
Topic: Step Up and Stand Out:
Discover and Communicate Your Value
C. Kilgore Trout Men's Sale - July 15-18
28601 Chagrin Blvd.
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