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This may come as a shock to you, but people don’t know what you do. More precisely, very few people you deal with know everything that you do (and don’t do).

What they know about you is a function of the context in which they’ve seen your work.

For example, the average age of a bride is about 27. Typically, if you provide service for class reunions, she’ll be having her 10th, when she’s 28. Does she know you service reunions?

If the bride is working, then she may be a contact for a company party. You simply can’t assume she knows either of these capabilities of your company. Brides are focused on weddings; their wedding… period.

The same thing goes for venue contacts. If they’ve seen you at their property for one kind of event, don’t assume that there is either the knowledge, or the curiosity, to understand the range of your capabilities and skills. At larger properties, the catering manager may not even be at the event. The event is turned over to the banquet manager. Even at smaller venues, the catering manager may depart once the meal is served. (OK, catering managers, maybe you need ask the question…)

These days many DJ services also provide videography or photography or both. Lighting too. Particularly if you have added these services over time, there is likely to be a knowledge gap about your company.

This is not limited to companies that provide services at an event. Bakers, florists, and the like, provide product and services for a plethora of celebrations. You are unlikely to be referred if people don’t know those possibilities.

Limitations are important too. Some companies specialize in Bar/Bat Mitzvahs and Schools. Others don’t do them, at all.

The goal should be clear: Clients, contacts, and peers should all have broader awareness of what products and services you provide, what you specialize in, and what you don’t do.

To the extent that you can accomplish that single goal, the flow of referrals will increase to a tidal wave.

Put that down as your first New Year’s Resolution. Better yet, get to work on it, now.

Andy Ebon
The Wedding Marketing Blog

Technorati Tags: products and services, referrals, Relationship Marketing, what you do, your specialty

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written by Andy Ebon \\ tags: products and services, referrals, Relationship Marketing, what you do, your specialty

You might agree with me that it’s much easier to give advice than take it. Let’s face it, we’re all pretty good at assessing everyone else’s situation, business or personal, and coming up with clear recommendations for action.

About a month ago, I wrote two edgy posts, the first: Are you really indispensable?; the second: What’s your addiction?.

Provocative stuff. The kind that causes you to contemplate the meaning of life, and where you fit in. Esoteric topics like that.

Unfortunately, these thoughtful posts have boomeranged, and clocked me ‘upside the head.’ Usually, my blogging is observational and instructive. In this case (and in some subsequent posts), I’ll be sharing an ongoing, personal challenge, and how I address it.

I’m taking this approach for three reasons:

1. Announcing a challenge to the world, such as “I’m going to lose 25 lbs by class reunion,” means you are putting out to the world to check in on you, and give you encouragement. Or needle you, if you’re falling short.
2. Hurdles come up, periodically, for me AND you. Some of them can be anticipated. Others cannot. How prepared one is, helps determine the ease of traversing the journey.
3. I’ll have to take some of my own advice.

Here’s the story:

Several months ago, before moving into a new house, I started feeling some nagging pain in my right shoulder. Not all the time, just when I moved it certain ways. A tweak here, a twinge there. Without thinking about it, much, I instinctively compensated for it. That somewhat masked the problem.

Subsequently, Jessica and I moved into the house, and the level of pain and discomfort increased. I put off a shoulder examination, until after I could get a colonoscopy. I was several years late on that, but happily, the results were ‘all clear.’

Now, it was time to see a sports orthopedist and have the shoulder exam. An x-ray didn’t show much, so the doctor opted for a cortisone shot as a first step. It reduced the pain somewhat, but ultimately, didn’t do the trick.

Next step MRI. Not exactly a day-at-the-beach. You lie down, the attendant puts your shoulder in a vice, so you don’t move. Oh yes, first they give you ear plugs. Because being inside the MRI compartment sounds like you’re being surrounded by jackhammers at full throttle. The noise goes on forever… actually only about 5-6 minutes.

The diagnosis… a medical trifecta

1. Torn Rotator Cuff
2. SLAP Tear of the Labrum (Superior Labrum from Anterior to Posterior. The SLAP tear occurs at the point where the tendon of the biceps muscle inserts on the labrum. )
3. Bone Spur

Did an injury cause this? I quickly tired of answering that question because I really can’t identify one incident, as the cause. Though, I’m sure I aggravated it, prior to, and during the house move. My orthopedist told me that’s it’s not unusual for any man in his 40’s and 50’s to develop these issues.

My new answer: “I injured it when I played high school baseball, trying to learn the curve ball… or maybe it was overthrowing the fast ball.” At least that deflects the answer, and gets a chuckle.

Surgery: An arthroscopic, outpatient procedure. Depending on the severity of the tears, the duration of the procedure takes 1-2 hours.

Recovery: 6-8 weeks. That’s not a typo. The recovery time is estimated at six to eight weeks. Assuming I follow instructions, to the letter, and there are no other surprises.

It could be worse, and it is: The injuries are in my right shoulder (I’m right handed). My right arm will be immobilized for most of the recovery. In addition, I will not be able to use my right hand, at all. Ponder that for a moment. I will not be able to type or drive. I will struggle to put on my clothes, shave, pick up a fork, use a knife, or perform any number of simple tasks.

I won’t even be able to do a simple head-bob when listening to great soul music.

Being immobilized is critical, because if one moves the shoulder, even a little, it can undo the micro-stitching of the repair. Can’t cheat. Period.

Surgery countdown: Scheduled for November 17th, but likely to be moved to December 1st. Then, the clock for recovery period starts.

Here’s my current plan, also known as Plan B:

1. Minimize moments of self-pity, and stay focused.
2. Prior to surgery, handle any personal and business tasks that are truly urgent.
3. Take a hard look at new business projects (either recently accepted or under consideration) and step away from most of them.
4. Work like a dog to take care of current clients and personal projects, on my own, and with outside assistance.
5. Be grateful it’s not life-threatening, and apply myself for the best come.

This past weekend, I started training on MacSpeech, a speech recognition software program which will allow me to dictate to my computer. It magically watch my voice converted to task. So far, so good.

MacSpeech is not really magic, nor a complete solution, either. However, it should be a huge help.

Than again, in the last several years, I have had many friends struggling with, and continuing to work through: Back surgery, severe vision loss, prostate cancer, colon cancer, heart attack, diabetes, arthritis, heart bypass surgery, loss of family members, and who-knows-what-else. I’m very clear that I’m not the only one to ever go through a challenging period.

Over the last week, my evolving circumstances have helped me understand that my greatest skills are critical thinking, problem solving, writing, speaking and coaching. None of these, necessarily requires a right hand on a keyboard for a couple of months. Or, at least, that’s what I’m choosing to believe, and how I’ll approach it.

For two-three months, I plan to tough it out.

I’m simply hoping the ‘challenging tunnels of life’ will become fewer and farther between. And that the light at the end of the tunnel, isn’t a train coming in my direction.

Keep a good thought. I’ll let you know how it goes. And we shall find out just how good I am at taking my own advice.

Andy Ebon
The Wedding Marketing Blog

Technorati Tags: advice, bone spur shoulder, challenges, colonoscopy, indispensable, macspeech, mri, plan b, rotator cuff tear, speech recognition survey, torn labrum, xray

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written by Andy Ebon \\ tags: advice, bone spur shoulder, challenges, colonoscopy, indispensable, macspeech, mri, plan b, rotator cuff tear, speech recognition survey, torn labrum, xray

Think of your wedding market share as one piece of a tasty cherry pie. Perhaps, this year, the slice has been both tasty and satisfying. The revenue and profits from that pie have been just fine, thank you.

Before you can say ‘flaky crust,’ the size of the pie begins to shrink. Perhaps there’s a cherry shortage. Could it be that there has been a run on Crisco?

If the pie continues to shrink in size (# of weddings, or wedding budget dollars), you are going to be one hungry consumer of cherry pie.

Sadly, you have no control over the size of the pie. You just eat your slice; you’re not the baker. What’s a dessert eating wedding business like yours going to do?

Steal some pie!! You heard me. Steal some pie.

If your slice of pie is shrinking, you need to take a bite out of someone else’s pie. It’s nothing personal. It’s just necessary, from a competitive appetite standpoint.

If the pie were increasing in size, you could just coast on your percentage of the pie, and life would be cool.

Now is the time to hustle, not to coast.

If you are responding to your competitor’s appetite, you are toast. You need to be hungrier than your competitor. Make one more call, have a better print ad, get some face time with your venue contacts, have office hours that ridiculously convenient for the prospect, respond to inquires with lightning speed, and follow up on even the coolest lead as though it’s sizzling hot.

You’ve got to want it; no excuses!!

Want to motivate your sales staff. Go out to Marie Callendars, bring a cherry pie back to the office for a sales meeting, and retell this story with your own twist. Make little flags with your competitors names and stake them in the pie.

Make cherry pies a sales incentive. Top producer or every person that meets a sales goal for a 2-week period earns a cherry pie.

How about delivering a cherry pie to an industry contact who has given you the most referrals in a month?

OK, I’ve made myself sufficiently hungry. I’m going out to Marie Callendars for a slice of cherry pie (sugar free) and coffee.

It’s time to get get yours!!

Andy Ebon
The Wedding Marketing Blog

Technorati Tags: cherry pie, crisco, marie callendars, pie chart, sales motivation, wedding budget, wedding marketing share

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written by Andy Ebon \\ tags: cherry pie, crisco, marie callendars, pie chart, sales motivation, wedding budget, wedding marketing share