Customer Loyalty e-book by Jim Cathcart

copyright 2008 Jim Cathcart

Announcing a new e-book just released by Cathcart Institute, Inc. in the Relationship Selling Series.
This is the 8th book by Jim Cathcart in this collection.
The theme of the new book is that Customer Loyalty is something we should be seeking to GIVE rather than to get. By giving loyalty to all of our customers we can guarantee 100% loyalty FROM us and vastly increase the odds of getting loyalty in return.
Here is the cover of the new book. It can be ordered by sending an email to info@cathcart.com or calling 800 222 4883.

Below is the description of the entire series. Click on the image to enlarge it.

For further information on this book or the series contact:
Jim Cathcart at jim@cathcart.com

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How much learning is in your day?

How much learning is in your day?
by Jim Cathcart

“If you will spend one extra hour each day in learning in your chosen field then you will be a National Expert in that field in 5 years or less.” Earl Nightingale

How much of your day is devoted to intentional learning? Note that I specified intentional learning.
Every day we each become obsolete in some ways. Something we were just certain was true has ceased to be true as of now. We used to think that gasoline in America was relatively cheap. We used to believe that the best way to teach was to present information in a classroom. We used to think that nobody could run a mile in under four minutes. We thought that 60 was old and that people should retire at 65. We thought selling was done best through persuasion rather than collaboration. We once thought that children “should be seen and not heard.” Our ancestors even believed that the Earth was the center of the Universe and the Sun revolved around us. We used to believe that we could get by without learning how to use a computer and that the Internet was just for geeks. It goes on and on.

Most adults were trained to live in and deal with the Industrial Era. We believed that organizations were machines and behaved accordingly. Then we discovered that an organization is an organism of living beings and it behaves more like a plant or a person than like a machine. That changed the way we sell, manage, organize and plan. In the Industrial Era, we were taught that Physics was the right discipline to apply to business, then we discovered that Biology was a much better guide. In Biology you begin with the assumption of an ecosystem and the interdependency of all the participants within it. In fact we live in an Organic Era. We now understand that the Earth and everything within it is alive.

So, enough theory, let’s get down to behaviors. Who is in charge of your continuing education?
That’s right, you are. As a child, others were in charge of your learning. They chose the curriculum, presented the lessons, scheduled the tests and gave you grades. But today you are in charge. You have the freedom and the responsibility to select what, when and how you will learn. In fact, you even determine your grades by how well you apply what you learn.

In a typical day you are surrounded by information. In fact you are bombarded by it. There is the radio, television, highway signage, internet sources, podcasts, websites, emails, text messages, alerts, and then there is “snail mail”, the old reliable paper based data. You also have books, ebooks, DVDs, CDs and a zillion other forms of data competing for your attention. But what do you learn?

You learn what you attend to. If you scan five newspapers but don’t pause to reflect on anything you’ve read, you won’t learn much. Likewise a full day of TV viewing won’t necessarily enlighten you at all. Only when you focus on a message and then think about it do you truly begin to learn.

“Without reflection there is no true learning.” Kevin Buck

The vast majority of people do not learn intentionally most of the time. They accumulate knowledge but that’s about it. It’s kind of like being able to quote Scripture but having no idea what it means.
That is why it is so easy to get ahead in this world. Really. It is relatively easy, when you are intentional about it. All you have to do is devote a portion of each day to focused and conscious learning. By adding learning to your breakfast time, your drive time, your workout time, your dialogue with others and your relaxing time you will vastly increase your chances of success.

Here are some simple ways to begin introducing learning into the niches of your day.
1. Start your day in silent reflection on your goals. What matters most to you? How is your current behavior guiding you toward it? What do you need to know and do to reach your Desired Outcomes?
2. Be selective in your listening. Choose radio stations, podcasts, music and other media that will advance you rather than only entertaining you. Seek new knowledge and insights.
3. Listen beyond the obvious. If listening to music, notice more, notice the beat, the instruments, the meanings of the lyrics, the vocal techniques, and the metaphors. If listening to a commentator notice his or her point of view, question their sources, ask why this matters. Challenge yourself to be a more active listener.
4. Load your iPod or digital player with books on tape and podcasts in addition to entertainment. Entertainment is valuable and has its place but there must be room for inspiration and education as well.
5. Choose a subject to master. Decide now that you will learn a new topic or skill. Set a time goal and build the learning into your drive time and workouts. In a matter of weeks you can learn a new language or master a subject. Study history, philosophy, interpersonal skills, business strategy, financial mastery, or whatever you can benefit from.
6. Make the learning organic. Build it into your existing routines so that you don’t have to change your lifestyle in order to improve your life. Make it easy for yourself. “Ride the horse in the direction it is going, and then guide it gently to where you want it to go.”
7. Cultivate interesting discussions with friends and colleagues. I started hosting a series of Parlor Discussions to involve my friends in meaningful dialogue. We talk about whatever topics we wish but we really dig deeply into them. I’ve invited guests to join our discussions as we explore; psychology, philosophy, business, relationships, interpersonal issues, music, humor and more. Find ways to use this concept in your own world.
8. Seek out learners. Get around people who are constantly growing and improving. Connect with people who are ahead of you and still growing. Learners love spending time with other learners.

For more on this drop me a line, I’m happy to help you grow. And please let me know what you have done to include more learning in your life.

copyright 2008 Jim Cathcart

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Relationship Intelligence in Action: A great idea for non-profit fund raising

by Jim Cathcart

An organization I’ve come to admire is the New West Symphony here in Thousand Oaks, California.
They recently sent out a promotional announcement that shows a high level of “Relationship Intelligence ™”.
Here is the link to their announcement called “The Pleasure of Your Company.”
The concept is quite simple and elegant: create a series of casual events that appeal to a wide variety of tastes and interests. Make the events affordable and orchestrate them (pardon the pun) so that all will contribute to the building of support for and involvement in your cause.
Here is some of the wisdom in this kind of thinking, in my humble opinion;
1. To do all of what you are capable of doing you will need the support of many people over an extended period of time.
2. Your dream goal is to attain the full support of all the people indefinitely.
3. Step one is to let people know you exist.
4. Step two is to make them aware of what you do.
5. Step three is to show them how well you can do it. Show them the value of it.
6. Step four is to give them a personal “sample” of the value. Get them to touch or taste the product.
7. Step five is to get them to “buy” something, to get involved on any level including volunteering.
8. Step six is to extend their involvement to full participation (related to their own capacity.)
9. Step seven is to get them involved in leadership; chairing a committee, serving on a board, holding a position, heading a fund raising or spokesperson effort, etc.
10. Step eight is to get them to take ownership in the success of the organization. Get them to feel that this is THEIR own personal cause, not just yours.

An example of this would be when the Boys & Girls Clubs publicizes their newest club and holds a grand opening or ribbon cutting event. Articles are generated, announcements are sent out, ads are bought, public service announcements are aired, email broadcasts are sent, and specific influential individuals are invited to attend. This addresses steps one, two, four and five above.
At the event itself they showcase what they do and the value that the kids get from it. This includes having kids there to talk with folks and demonstrate the club’s services. That addresses numbers three and four (showing them how well you can do it and giving them a sample.)
By having many different activities at the grand opening there is opportunity for a multitude of one time volunteers and helpers. Each of these people will in turn feel more committed to the club and the cause. This leads to their further involvement.

You can see how the concept works, from minimal contact through potential full support.
Now back to the New West Symphony’s cool idea.
They are holding twenty six events! Twenty six!
Each priced between $40 and $225 per person.
Covering everything from gourmet dining events to classes on personal organization.
Musical and non-musical events, educational and indulgent events, fun and laughter, plus history and culture. Something for everyone.
Each event is hosted by a different supporter of the New West Symphony (so nobody feels overburdened nor left out.)
The potential number of people who will get involved on all the various levels is very large.

Now contrast that to the typical approach of just holding a couple of big events per year plus a raffle.
By the way, the Symphony also holds big events such as their famous “Symphony of Wine” gala.

Relationship Intelligence ™ is being intelligent about relationships.
The New West Symphony is clearly being intelligent about theirs.
Congratulations to the Symphony and, as for the rest of us, let’s learn from their example.

For my personal assistance with your own RI initiatives please contact me at jim@cathcart.com.
Please let me know of other organizations (both for profit and non-profit) that you’ve seen exhibiting a high level of R.I.

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Filed under High-Value Relationships, Leadership, Relationship Assets, Relationship Intelligence Training, relationship selling

Jim Cathcart forms an alliance with SynergyStreet.com as Senior Advisor

MEDIA ANNOUNCEMENT
For Immediate Release

May 28, 2008

JIM CATHCART – WELL-KNOWN BUSINESS GURU AND PROFESSIONAL SPEAKER – ACCEPTS APPOINTMENT OF SENIOR ADVISOR AND SPOKESPERSON FOR SYNERGYSTREET.COM

Charlotte, NC – Tony Holden, founder of a new social networking site for business owners and entrepreneurs at www.SynergyStreet.com, has announced that Mr. Jim Cathcart has accepted the appointment of Senior Advisor and Spokesperson for SynergyStreet.

Jim Cathcart, CSP, CPAE, one of the most widely recognized professional speakers in the world, is founder and president of Cathcart Institute, Inc. and an advisor to the Schools of Business at Pepperdine University and California Lutheran University. As the author of 14 books and scores of recorded programs, his students number in the hundreds of thousands. He is a past president of the National Speakers Association (NSA), winner of the Cavett Award, member of the Speaker Hall of Fame (CPAE), Certified Speaking Professional (CSP), a member of the exclusive Speakers Roundtable, 20 of the world’s top speakers, and, in the year 2001, recipient of the Golden Gavel Award from Toastmasters International.

How SynergyStreet got connected with Jim Cathcart:
“Jim Cathcart is a master of growing High-Value Relationships. His own career is a reflection of this. When you list the names of the top speakers and authors in the business community you are also naming Jim’s contacts list. He’s in their address book and they are in his. I’ve seen him in action since 1989 and have been impressed with how widely admired he is among his colleagues and customers. He has received just about every honor that is bestowed upon professional speakers.”

Page Two
“Jim’s level of integrity, business acumen and reputation are what SynergyStreet wants for everyone. We know of no one more qualified to represent our community in the marketplace. We are thrilled that he has agreed to represent us as our Spokesperson and Senior Advisor. We encourage everyone to acquaint themselves with Jim by checking out his profile, blog and links to the storehouse of valuable information he has provided to the community at large and through his professional services as a speaker, author and trusted advisor.” –said Tony Holden, Founder & CEO of SynergyStreet.com

What Jim Cathcart has to say about SynergyStreet: “Today is the day for you to connect with as many trusted friends as you can and SynergyStreet is the place to do it. We grew up thinking that ‘Knowledge is Power’ and then discovered that the internet makes most knowledge available to everyone. So where is Power today? It is TRUST. The person with the most trust and acceptance among others is the person with the most power to succeed. Nobody makes it alone; we all need each other more than ever. “

“With SynergyStreet you now have a system within which you can connect and collaborate easily and safely. As you build your own community of trusted colleagues and friends you expand your capacity for success. Our goal at SynergyStreet is to make it easy and fun for you to conduct business and grow friendships. Our focus is bringing you Commerce, Community and Collaboration to expand your potential to succeed.”

Page Three
Cathcart Institute, Inc. has published a wide variety of learning resources in the area of human development. All of these are available as live in-person training programs as well as published works. Topics covered include: Sales Skills, Leadership, Professional Development, Self Improvement, Relationship Skills, Public Speaking, Self Motivation, Managing People, Psychology, Personality Styles, Sales Management, Marketing, Customer Relations, Customer Service Strategies, Strategic Planning, and Communication Skills.

Speech Topics include: Relationship Intelligence ™, All Leadership Begins With Self Leadership, Relationship Selling™, The Acorn Principle™: (Helping People Grow), Guaranteeing Lifetime Customer Loyalty, and Behavioral Economics: Every Action Has A Value or A Cost.

Jim Cathcart’s works are published by the world’s top publishers: St. Martin’s Press, Leading Authorities Press, Dartnell, Penguin Putnam, Macmillan India, Prentice Hall, Nightingale Conant and the University of Southern California. Relationship Selling is now translated into Chinese, Japanese, German and Finnish. Jim’s works are available in print, on DVD, CD and online.

SynergyStreet considers Jim Cathcart to be exactly the kind of person who belongs on SynergyStreet.com and we welcome him as he welcomes you to our community. As Jim often says, “Join us and let’s discover just how much more successful you can be!”
End

Caption: Jim Cathcart – Senior Advisor & Spokesperson to SynergyStreet.com
www.synergystreet.com
For further information on this announcement contact:
Dianne Stewart
BSA Public Relations & Marketing
704 .844 .1064 / 704 .777 .4842
Di@BSAPR.biz

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How to create and grow High-Value Relationships

by Jim Cathcart

The quickest way to assure that a relationship has high value is to GIVE high value to it.
By that I mean contributing value to the other person. If you want to be seen as important to them then they need to see and feel the benefits that come from staying connected with you. It’s is the “pay it forward” concept of giving before you expect to receive.

You can guarantee 100% customer loyalty in your business when you practice it this way.
Decide today that you will GIVE customer loyalty to all who do business with you. Don’t wait for them to be loyal to you, just start right now to treat them with commitment and continuing loyalty. If they never buy from you again, at least they will speak well of you and be impressed by your dedication to them as a customer. More often, they will become more loyal to you as well. People do business with those who show that they care.

When you call a company to inquire about how they can solve your problem, you don’t care nearly as much about their product quality, service reputation or expertise (at first) as you do about whether they care about helping you get your solution.
I once called a phone company to have an error corrected on my bill. After going through what seemed like thirty layers of “voice mail jail” I finally reached a technician who could solve the problem. But he seemed to be much more concerned about the process than the outcome. He kept saying, “you should have…” until finally I interrupted him. I said, “I know this is frustrating to you as it is annoying to me. How about just transferring me to someone who cares?”
He was stunned. He said, “I care!” I replied, “I couldn’t tell. It seemed to me that you were more bothered by what I had not done in the past than what could be done now to make things right.”
His tone changed completely and he assured me that his desire was to correct the situation. And he did. Ahhhhh! Finally we got past the process and focused on the result.

What we are all seeking in business dealings is someone who seems truly interested in filling our needs rather than scolding us about what “should” have happened. “Should have” is mostly useless. You can’t do anything with it. It doesn’t correct the situation nor does it improve the relationship. It merely lays blame and seeks guilt in response. So, let’s stop the insanity and start today to GIVE our loyalty to all our customers. The more we give the more we will tend to get. It’s the surest bet for customer retention out of all the things you could do.

To build High-Value Relationships begin to give more value to others each day. You can control what you give but you cannot control what they give. So pay it forward and enjoy the loyalty!
For more on this topic see Relationship Selling at Cathcart.com.

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Relationship Selling ™ is still vital

by Jim Cathcart
author of “Relationship Selling” and “The Eight Competencies of Relationship Selling”

My Original Relationship Selling Book

In 1985 my first Relationship Selling book was published in hardcover and a few years later it came out in softcover with Putnam Berkley. Upon arrival it was met with skepticism. People asked, “how can selling and relationships coexist?” Well, today we laugh at that question as being incredibly naive.

But even today there are those who think of “Relationship Selling” as merely being nice to people while hoping for a sale. That, too, is incredibly naive.

A relationship is a connection between people in which value is exchanged. To make a sale without establishing a trusting relationship is to be merely a vending source. But to build a high-trust relationship with someone and to also make a sale puts you in the position to easily get all the future purchases from that person. In other words, with a relationship, one sale can be the beginning of a lifetime of orders.
Relationship Selling, the 8 competencies of top sales producers

A Mass Mutual sales trainer Doug Macdonald once told me, “Jim, for the first 5 years you are in sales you will be underpaid relative to how hard you work. But if you form the right habits and develop the right relationships you will be overpaid for the rest of your career.” How true!

We need to see “Relationship Selling” as what I originally described it as being: a form of business friendship. We should become the business equivalent of a good friend to our clients. When we seek to serve them in that way we will find that every year our sales will grow without us having to increase our sales efforts. We will build on each sale to expand our network of high-value relationships.

Please let me know anytime I can be helpful in your sales efforts. Jim Cathcart

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The Daily Question ™

by Jim Cathcart
copyright 2008

\"How would the person I\'d like to be do the things I\'m about to do?\"

At the Tulsa agency of Massachusetts Mutual Life Insurance Company in the late 1970s the general agent was Joe D. Willard. In a matter of just a few years he turned this agency around from near failure to winning the President’s Trophy twice in a five year period as one of the best out of 120+ agencies. I had the privilege of being “in on” that achievement.

Joe had hired me to conduct a seminar on goal setting for his agents in 1976 and he asked me to join his team in 1977 as an adviser and sales coach. Though my chosen path was professional speaking and consulting, he offered me an office and a monthly retainer to be his agency’s in-house sales coach and his personal confidant. What I learned in my six years with this account was invaluable.

One particular story stands out. Joe Willard had been a company leader for Mass Mutual in group insurance sales before taking over the Tulsa life Agency. So I asked him, “what do you do?” His reply was immediate, he said, “Do you remember the book PsychoCybernetics?”
I said, “Yes, it was written by Dr. Maxwell Maltz and it focused on ‘Self-Image’.” “That’s right,” Joe said. “In the book he said you should think like the person you want to become. So I did that and asked myself each day, ‘How would the sales leader do this work?’ It gave me the point of view and the motivation I needed, so I made more sales. Now I do the same thing as the General Agent and ask how the company’s leading agency would do what we are about to do.”

I was very impressed. Here was a man using a simple principle in the form of a question and with it he had lifted himself to excellence in sales and subsequently his agency to the top of the industry. I started talking about that in my speeches and as others adopted the practice they too were getting impressive results. One notable example, about whom I’ve written in my other books, is Tim Seward whose use of this daily question transformed his one-man auto-detailing business and his career into multi-millionaire status.

Now I offer it to you. Here is my suggestion: capture the graphic at the top of this article and look at it every day. Think about the goals you wish to achieve and then ask yourself several times a day, “How would the person (who had achieved these goals) I’d like to be do the things I’m about to do?”
The question will change your mindset from the present to the future YOU. Then you will be behaving as the person you wish to become instead of merely the person you are right now.
This simple mind shift has the potential to transform your life much as it has Joe Willard’s, Tim Seward’s and my own.

For more information on this check out my book or audio album “The Acorn Principle” at www.cathcart.com.

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