
While this blog has many purposes, one that I hold dear is the chance to help out planners just getting started in the business. Unfortunately, I don’t really have many junior planners reading this (or anyone else for that matter)… For some reason, they are more interested in reading about brands and the direction of ethnographic research than seeing pictures of our flower garden and my food porn.
However, let’s pretend for a bit that you are a junior planner seeking some helpful words … and you meant to type http://www.russelldavies.com/, but you screwed-up and typed my name. Happens all the time.
Making a good first impression is a unique situation, where each person should turn to their own strengths. However, I believe there are a few written-in-stone rules on not absolutely destroying yourself as a person who can add value to a conversation. Adding value to a conversation is basically one of the most essential planner traits, correct? OK, here are my four rules for not RUINING a first impression:
1) Do not say anything clearly wrong
I was recently in a conversation where the following statements were made, “Well, Dunkin’ Donuts doesn’t make their money off of the coffee, everyone knows that. It is the donuts and the ice cream, the coffee is cheap. Look at their name.” I questioned this idea. I mean, coffee is dirty water, and yet it sells for more than a bottle of crisp, clean water. It can be made in extreme bulk with just roasted beans and water. Have you been to a grocery store lately? Don’t look at the price of coffee beans; look at the price of ANY other type of bean. Cheap, eh? Why is coffee so much more expensive? Because it is roasted? Please, that makes it easier for transport. And fire ain’t too expensive either. So, I had my doubts about this statement. I decided to look it up. I found this 2005 New York Magazine article, Average Joe
The name Dunkin’ Donuts is something of a misnomer. Coffee makes up 63 percent of the company’s $4.4 billion in annual revenue. And while Dunkin’ won’t say how much its coffee is marked up, industry experts say java carries by far the highest profit margin of any Dunkin’ product, perhaps as much as 95 percent (a $2 cup might cost Dunkin’ just ten cents). Dunkin’s fortunes, in other words, rise and fall not on the strength of its eponymous glazed, powdered, or chocolate-covered confections but on how much joe it can pour.
Yeah, that makes sense to me. Now, I doubt any “fact” this person gives me. If you think something may be true, but don’t know it for sure, feel free to offer it as exactly that … a supposition. Let people know it is a theory you have and explain why. Therefore, if it is proven wrong, then you have given good reasoning and people don’t doubt your word.
2) Do not state the obvious
I am not going to explain this one too thoroughly, but rely on the statement as a stand alone.
However, I will say this. My best ideas seem to be the ones that were so simple but actually weren’t really obvious. Therefore, this point is a difficult dilemma. You want the idea to be so darn undeniable that no one could really doubt it leading to success. However, you don’t want people thinking, “Duh. I know that already.” Once again leading to the question, “Can this person add unique value to our conversation?” Usually just thinking a bit before you say anything will help with this one.
3) Do not try to sell anything
I am not really a sales-type person, but I assume that sales are mostly based on relationships (this statement may fail to pass one or both of the two points above). Therefore, establish the relationship first, and then move on to the sale. You have to set your foundation in some fashion (whatever your strengths lead to) before you have the chance to convince a person to make a sales commitment with you.
4) Listen to the whole thing…
This one is my biggest challenge of the four. I am a great listener … for the first couple of sentences. Then, I start thinking of all the ideas I want to share with this person to add value to the conversation. “Ooo … I should point out that thing I read about the Etruscan horses’ sleep patterns…” Meanwhile, the speaker has just used their opening remarks as simply that... an opening to a larger conversation. However, I may have missed the boat. And now I am concerned about what has been said. I don’t want to repeat what has already been observed (that is about as bad of a breaking of rule #2 as possible). Try to absorb the whole point, before you add your insight.
Of course, I am also learning that there is nothing wrong with letting the person know that you were distracted by an earlier point they made … at least you were listening and it was their discussion which caused the distraction. It is when I start thinking about how Ethan Hunt is a lot like Batman that I get in trouble.
OK, just some things I have picked-up on in my conversations (I have done all of these things myself in the past). Sorry if they are wrong, obvious or salesy…
Picture Credit