The Sum of Us

The title "The Sum of Us" is in contrast to a common underlying feeling many racists have of a Zero Sum relation by which they mean any advantage given to other races is at their expense.  Heather McGhee feels that racial harmony is beneficial to all races.  In fact the book outlines many instances where whites have hurt themselves with their hatred and indifference of blacks.

This book aligns with my belief that racism will not end until we all understand that it hurts EVERYBODY.  Most of us privileged ones are unaware of the costs of racism.

 One early example was an identified racist who studied librairies in different states before the American Civil War.  He discovered that in slave states there were significantly fewer librairies than were in non slave states.  He reasoned that wealth was concentrated among slave owners who were able to restrict funds spent on the poorer white citizens.  This pattern has continued into modern times with less public expenditures in the former slave states.

The Republicans and their 1% supporters have an economic plan that involves paying less taxes and having less regulations.  This will allow them to exploit the less fortunate.  Stated bluntly, most voters would not accept this, so another strategy has emerged.  Stir up natural prejudices and cast blame elsewhere.  Racism and homophobia are effective tools. 

We are somewhat aware of many methods of suppressing black votes, but the voting process was set by the Constitution that was decided by wealthy white men.  They allowed only propertied men to vote.  Various political and economic factors forced an expansion to include all white men, black men, women and even lowered the voting age.  The wealthy white men are still trying to control who votes which hurts other whites.

In the 20th century many American cities built public swimming pools, but many whites objected against blacks being so close.  They tried various maneuvers to oust the unwanted blacks, but in many cases the swimming pools ended up being closed and filled in with dirt.  

Americans have had a few attempts to offer a public health program to provide health security for all its citizens, but early attempts were thwarted primarily by vested interests with racist strategies playing a role.  When finally Barrack Obama was able to implement such a plan, often referred to as Obamacare it was met with fierce opposition and it became evident that a racist strategy was a key.  The Democrats were forced to use a state by state implementation with southern States resisting, even refusing to accept federal money.  The tragic reality for the voters in these states was it would have benefited more whites than blacks, but of course everyone lost out.   Check:  http://www.therealjohndavidson.com/2019/06/dying-of-whiteness.html

Unions have been a force for improving working conditions, but many kept blacks out, with the blessing of the white owners.  But when unions are unified they have more power.  

Climate Change is getting more attention, but again many whites were against efforts to deal with it, partly because wealthy whites had vested interests, but also because Obama crusaded for it.  When Trump got power he automatically tried to undo Obama's legacy.

Housing has historically been how most people develop wealth.   After many years of building equity in a house, the next generation starts off with an advantage.  Blacks were deliberately restricted in obtaining affordable housing.  They ended up living in the poorer parts of town which further limited educational opportunities.   

What can be done?  There are many informal efforts and some progress from natural relations, but there is need for faster actions. that only Government can provide. 

Reparations is a very touchy subject, but the author suggests one tool might be to allow blacks (who can be traced to enslaved ancestors) be given grants to help with down payments.  The mortgage interest deduction gives an advantage to those who have qualified for a mortgage, but it means everyone else is subsidizing it.   It will take at least a generation to give blacks a chance to accumulate wealth the way many whites have had for over a century.

Misinformation abounds as does fear.  CRT (Critical Race Theory) is actually greatly needed, as much for ignorant whites as for anyone and should be protected as free speech.  There has been a white view taught in American history.  One study showed that only 8% of high school students knew that slavery was a primary cause of the American Civil War.  Social media as been an effective platform for racists beliefs with one example being in June 2020 seven out of ten Facebook shared posts were anti Black Lives Matter.  One retort to Black Lives Matter was that "All Lives Matter" ignoring that in fact black lives had not really been acknowledged.

Education is mainly a state responsibility and in Canada it is controlled by the provinces.  The federal government can offer incentives and guidelines which although likely to be resisted need to be made as enticing as practical.  Eventually students will learn, but it will take at least a generation to be sufficient. 

Social media is a key element and there are concerns of censorship.  Hateful ignorant communication needs to be monitored and contested.  Legally there are limitations, but the government has a responsibility to promote truth.  

The Supreme Court nomination is happening and we have been promised a black woman, who will also have to be excellent.  Already critics are claiming the decision should not be based on demographics.  They over look that over 120 Supreme Court justices  have been, with the vast majority white men and no black women.  Of course demographics matter as everyone has a different perspective. 

The establishment always has the advantage over minorities, but as the minorities are gradually increasing in numbers their leverage will increase.

As a Canadian I have been smug looking at all the racial turmoil in the United States, however looking deeper we are not so different.  In fact it is human nature to emphasize the differences, but we do better when we focus on the similarities.

NON MANIPULATIVE SOCIAL MEDIA THAT WORKS

Today's world is very different than the one us baby boomers grew up in.  Marketing was used as an euphemism for selling unless you were academically inclined.  Now marketing means data mining and all sorts of clever studies to help manipulate prospects more effectively.  Social media seems to many very flighty, but apparently another form of manipulation.  Or maybe it is a tool with a life of its own.

This book is in two sections--one is about being awesome and the other about not being awesome.  You can learn something positive from both sections, but the author seems to be catering to the fact that people fall into the two tracks of either starting from positive or from negative.

Scott brings a different perspective.  Social Media can be like other forms of manipulation, but there can be another dimension.  You can engage with real people and you might find his philosophy works even outside social media   Social media doesn't make a company bad or good, but it does amplify what they already are.   A previous book, "Unmarketing" introduced me to his philosophy and ideas.  You can read about it at  http://www.therealjohndavidson.com/2012/01/unmarketing-marketing-for-future.html

Social media offers new opportunities for businesses to develop customer relations.  As Scott points out most businesses know how they should respond to phone calls, but too often ignore social media messages.  They should be treated as quickly as possible whether positive or negative.  Positive messages should be acknowledged and of course negative messages require serious attention.  Often negative messages (complaints) occur on other sites, but can be monitored.

Scott used an example of someone I know, Chris Farias who received some poor treatment from a company he was dealing with that started a chain of negative social media.  At a more local level Chris was involved in a misleading venture for my family.  Chris actually gave out what we all thought was a heavily discounted meal at a local restaurant that turned out to be a big letdown.  Chris took it personally and supported us on social media and I notice that restaurant is no longer there.

All business decisions seem to revolve around ROI (return on investment).  Social media can be difficult to correlate investment with efforts to results, but Scott gives some convincing examples of how it can be very positive.  Or negative if you don't do it right.  A quote from Scott to remember, "If we don't value conversation we will never see why we need to use social media."

Statistics are abundant on social media, but can be misleading.   For example someone with 1000 followers may have only 10% online at any given time and only 10% of those will see a particular tweet and when down to that only about 10% of them will click on a link.  A tweet or Facebook posting can have a limited shelf life.  Although it may take an effort to develop positive relationships online it is very possible to wreck your network with a poor choice of a posting.

There are plenty of examples and tips anchored by his philosophy.  One of the highlights for me was when Scott was on his way to make another point he revealed Newt Gingrich for the pompous know it all he really is.

Scott has been a front line worker and realizes they are often the poorest paid and least appreciated of employees, but represent the company to most consumers.  They should be selectively hired, properly trained and above all appreciated.

After reading what twitter can do it makes one want to get more involved.  There is more to it than learning where people eat lunch.

To find out more check out his website:  http://www.unmarketing.com

TRADE SHOWS: WHERE CUSTOMERS COME TO MEET YOU!

Education never ends. No matter how much you know about anything there is always something else to learn. A little later this month I expect to help man a booth at the Can-Am All Breed Emporium in London, Ontario. Perhaps I will see some of you there. If so, maybe you can help keep me honest. I will be there March 17th and 18th at booth I 8

If you have ever worked a booth you know it can be very tiring and boring. At some stage you wonder if you really needed to be there as there are other (maybe better) opportunities to generate income and certainly more enjoyable ways to spend your time.

In fact trade shows are unique opportunities. Usually I am phoning people or occasionally visiting them. They are often busy and off guard. Many of them are really annoyed that I interrupted whatever they were doing and only wanted to sell them something that is pretty low on their priority list.  At a trade show things are a little different. I am not interrupting them.  Most of them are actually open to new ideas (or exploring old ideas).  They are seeking information. In some cases they come quite a distance and there are always some I have been totally unaware of.

Before the Show

Think clearly on what you hope to accomplish at the show.  Strictly selling, developing relationships, keeping up with your competition, increasing awareness of your products or company, educating the public or something else.  Note the theme of the show and fit into it. Contact your established customers and any contacts to find who is planning to attend. Encourage them to visit your booth. Creating traffic this way helps develop traffic from onlookers who are curious about the attention you are attracting.

Planning for a trade show starts months ahead (even a full year).  Selecting a show is a skill all by itself (more on that later). Once a show has been selected, mark it on your calendar and think of all the things you hope to accomplish. You will be limited in space, time and manpower. A check list is a must and you need to check that it is up to date.

Scheduling your preparations will better ensure a successful show. Those involved in the show need to know what is expected of them well in advance. Strategies need to be agreed upon.  If you are doing demonstrations they should be rehearsed. If you are giving out literature it needs to be made available and perhaps customized. Signage, furniture, carpeting, and any props need to be made available and familiarized with.

Social media can spread awareness. To start off, link up to the show Facebook page and Twitter account. Find out if there is a hashtag and if not you could create one yourself.  Let all your contacts know you are there, when and where. Keep up to date with social media developments.

You will need energy. If you are by yourself you can be standing for hours, perhaps talking for hours (over the din of a crowd). You need to be concerned about comfort and where you may feel it first is your feet. Comfortable shoes and a padded floor make a big difference.  Food is also an issue that you will find trade shows normally provide expensive, relatively unhealthy food.   Bring your own with your energy needs in mind, but avoid eating in front of visitors.  Bad breath can be a problem that starts with your choice of food, but can be remedied with paste and brush. If you are out of town dining after the show should be planned for.  Be well rested.

A solitary trade show exhibitor has a strong challenge, but needs to take a break. If you have more manpower at your disposal schedule the booth staff considering peak times, appointments and energy levels. A break can include scouting to see what others are doing, lunching with visitors or suppliers and perhaps developing alliances.  Or for a short time tune out your environment.

Booth design and location can be critical to success. Some elements of success include being well lit, having some motion in your booth, large photos.  Do not barricade yourself in with tables.  Location is something you may have little control over, but look for opportunities. It is sometimes possible to get a more desirable location if other exhibitors fail to show. The problem then becomes directing people to your new booth.

At the show

Arrive early.  Make sure your booth is ready. Scout around so you are familiar with such things as eating facilities, common meeting areas, show management office, washrooms and other exhibitors (competitors, possible allies and even potential customers).

You can't talk to everybody, but everybody at the show is some sort of prospect. You will learn that most visitors don't want to hear a lengthy sales pitch. Many of your contacts may be compared to planting a seed that may take some time to grow.  Others could be an instant boost to your business. Often you have only a very few seconds to get their attention. To avoid missing opportunities you should not sit down, you should minimize talking to booth staff or doing chores. Those walking by may not even notice you or think you are too busy to bother with.

A simple question can work wonders. "What brings you to this show?" One that worked for me is "where are you from? " Do not go into a sales presentation before having an idea of what their motivations might be. "Do you have any concerns that we can help you with?" If any interest is expressed ask if they would like more information or a demonstration. Try to capture some contact information and awareness of relevant concerns. This can be done by holding draws or asking them to fill out a lead card. Offer your contact information.  Engage them as much as you can within the limits of time and space.

Shows seem to be famine or feast.  Unavoidably visitors join other visitors in the midst of one of your presentations. Some people just like to avoid too direct a pitch while others are attracted to whatever is interesting to others. You have to bear in mind all parties, but the first visitor should be respected. You can let the other person join in, but you may have to repeat yourself. You can start from the beginning, but that could (or might not) irritate the first visitor.  Or you can offer to repeat your presentation (or deal with other concerns) after finishing this one. Ideally your booth is manned with enough people to minimize this situation.

Literature and samples are areas of concern.   Show management get upset because visitors will often accept literature to be polite and then dump it when they get out of sight. Samples are sometimes mistaken for stolen items that security guards may question your recipients about. Both literature and samples are expense items and although there is truth in the value of numbers you should be selective.   Offer to mail or email literature.  Samples to me are an ideal opportunity to follow up so requesting contact information is appropriate.

At some point it becomes important (for both of you) to disengage. You are there to engage with as many people as practical as they are to soak up information from as many exhibitors as practical. A simple question "is there anything else I can help you with at this time?''  Thank them for their time. You might point them to other booths of interest which might enhance you as a source of information.

Respond during the show (not missing opportunities to meet new people) as much as possible. You can email from the show (or shortly after the show) an acknowledgement of their visit and commit to another contact as soon as practical after the show. I f you are able to personalize or deal with specifics do so.

Activities to generate more traffic might include dealing with other booths that are complementary. Use twitter or Facebook to announce special reasons to visit your booth. The old stand by of candies or nuts still has some value, but try to be unique. At one booth where we were selling an orange smelling cleaner we gave out orange candies that drew traffic and linked to what we were selling.

Phones are very useful, but can be a danger. You do not want to be interrupted when talking to a visitor who might be very transient. If you are by yourself you should limit time to deal with incoming calls relying on voice mail as much as practical. If you check with your office during slow times you might head off problems coming from the outside. By all means use your phone to put out messages to those at the show. Don't forget the show's hashtag to reach a wider, but focused audience.

After the show

Do an assessment as soon as possible while details are still fresh. You are looking for what needs to be done in the way of follow-ups, but also figuring out how you could have done better in preparation for future shows, particularly if you repeat this same show. This is an excellent time to update your checklist.

The real evaluation of the show is an ongoing process. In my data base there are two areas where I am careful to record relevant details (in addition to all the standard contact information). Under every contact record I note the original (and sometimes supplementary) source which likely would include some new prospects met at the show.   On the contact log I also have an abbreviation for the show including the date so I can later trace who I met at particular show.  I also include people who I merely waved to as that can be part of a future conversation. "Sorry I didn't get a chance to talk to you". I hope you enjoyed the show." Such information makes following up easier and evaluation more meaningful.

In some cases you made sales or had contracts signed at the show. For many of us, the sales are after the show and often take more effort to develop.  If you are able to measure sales to specific clients it will provide an important measure.  If not, perhaps you can relate the show to your overall sales. Go back to what you had hoped to accomplish.  Can you measure any of that?  Did you get a few benefits you had not expected?  Every experience should be a growth experience.

So your decision to go back to the show (or not) should factor in the results. You will also find talking to visitors and fellow booth holders that they recommend different shows and can often give you sound reasons. You are unique so do not get carried away with advice of those with a different agenda, but don't ignore them either.  Traditionally trade shows are held in a slow part of the year, but your timing might be just a little different.

I also spent a lot of time attending trade shows where I learned a lot of significant information and met contacts that helped me in the future.  Check:  http://www.therealjohndavidson.com/2012/02/attending-trade-shows-chore-break-or.html

The photo at the top going from left to right is Kelly Bowers, Barry Finn, publisher of The Rider and myself. Once again, I will be at the Can-Am All Breed Emporium at Western Fairgrounds in London Ontario on March 17th and 18th at booth I 8. The booth will look something similar to the one in the photo.

Unmarketing--marketing for the future?

My daughter, Heather has a habit of giving me mind opening books. "Unmarketing" is yet another example for which I am grateful.

Scott Stratten is known as a social media expert. I think he has gone beyond that and has much to say to anyone who thinks they are engaged in selling. Engagement is the key. Marketing seems to me to be two things--numbers and refined numbers. Numbers is straight forward--whatever you do, do more of it to reach a bigger audience more often. Refined numbers is trying to categorize people and develop a pitch or presentation that is tailored for profitable niches.

Oversimplified perhaps, but Scott has taken his experience with social media and put it back towards traditional marketing. For some people social media is just an extension of regular marketing where if you send out more messages and maybe fine-tune what you are saying and to whom, you will increase sales. Misses the point. Social media is an opportunity to engage prospects. Engaging essentially means a two way conversation that might not always directly deal with what you are trying to sell. Building relationships is really what you are trying to do.

A key quote from Scott is "If you believe business is built on relationships, make building them your business." Always look for opportunities to engage.

In many of his chapters he puts himself in the role of the potential buyer. As knowledgeable salespeople we often figure we know so much more about the product we are pushing, that other people are a bit dumb if they don't understand the opportunity we are offering them. At the same time in reality we try to avoid rejection and are reluctant to waste our time on obviously unlikely buyers.  Another perspective on understanding prospects:  http://www.therealjohndavidson.com/2011/07/salemans-introspection-as-buyer.html

If you are always preaching you are turning away people who potentially have an interest in what you are selling or know someone who does. Every contact point is an opportunity to engage.

His advice can apply to big companies or small start-ups. Asking your audience what you need to stop doing, what you should start doing and what you should continue doing will tell you what you need to think hard about.

Trying to build a following can be demanding. Quantity and quality can make a difference. To start conversations you need to reply to other people's concerns, raise questions and be authentic. Some people find it is too demanding and resort to automatic tweeting where your tweets are spaced out. Scott feels if you aren't there to respond your audience will soon realize you are not authentic. Honesty is the best way to deal with this. It is ok to delegate to someone, but it is necessary that they be identifiable.

He is very comfortable with a retail environment. A common occurence in retail outlets when approaching people looking around your store is "I'm just looking." Scott sees this as an opportunity to engage with minimal pressure. He suggests you hand out general interest sheets along the line of "10 things to look for when considering buying...." Have a newsletter that gives consumer tips that anyone can benefit from.

He has some interesting things to say about trade shows. They too are opportunities to engage. Make your booth a welcoming place, one that will make passers-by not feel you have other things you would rather do. Every person going by is somehow connected to someone higher in the buying chain. Scott has some practical ideas how social media can be used to draw interested people to a show and also when at the show to attract traffic to your booth and engage your fellow exhibitors. One of the interesting possibilities is that some of the "strangers" visiting can turn out to be your social media acquaintances.  Some other thoughts on trade shows:  http://www.therealjohndavidson.com/2012/01/trade-shows-where-customers-come-to.html

Social media is not isolated from other efforts to promote your business, but can not only support your marketing, but can also help guide it. My little review does not really do justice to the book where you will find a strong underlying philosophy with lots of practical advice. Get the book by all means and check out his website; http://www.unmarketing.com/ On there you can get his current thoughts and follow him on social media.

RESOLUTIONS FOR 2012 MADE JANUARY 3RD

I just had ten days off work with an opportunity to reflect on the past year and think how I might do better or be happier the next year. I did ponder a little, but actually feel more empowered now that we are a few days into 2012.

Resolutions should not be too complicated, but another key thing is that the more people know your enthusiastic good intentions the more likely you are to follow through.

I am over weight, poorly fit, and sleep poorly (from stress and too many other priorities). To get a handle on all that my intention is to get more exercise. Being too time and money stressed I have thought of only 3 ways--take one morning off (I work 2-3 evenings each week) and walk to the library and back (that is about 2 kilometres in total and there are extensions and alternatives plus I normally walk that route twice on weekends). Second when watching the news or DVD's get on the elliptical machine that has been put right beside my home desk, an hour plus per week would be helpful. Third, get more serious about doing pushups when I come in early to work--measure myself and build from there. I have been trying to get to 25 for a long time, but not every day. I will look for other ways to exercise, but need these 3 as a base.

In general to get more out of life you have to manage your time. The exercise is intended to help relieve stress and to gain a feeling of accomplishment. Along the same line I wish to get more involved with meditation starting with mindful eating (I am a notorious fast eater who doesn't know when to stop).

I remember a time in my life when I tried to cram in as much effort as I could to do a better job. At one time an employer commented that I didn't seem to take much of a breath between phone calls. Lately I have gotten a bit jaded and let rejections discourage me from making enough efforts. Although sales seem more difficult the old rule that the more honest calls you make the better the results is still very true. I have been simplifying my measuring calculations and have decided that only two measurements really count; the number of efforts I can make and the number of decision makers I contact in a two way contact. Other details are important, but if I can reach my goal here they will likely fall in place. My goal is to average 50 efforts per day and 15 decision makers per day. I don't expect anyone to understand the details, but will confess I have not achieved these goals very often in the last three years, but believe they are attainable and will make a difference.

Preparing to make all those efforts and reach decision makers requires a lot of time sorting through many details. I have been getting bored and taking short cuts. Have to make a greater and smarter effort to make my contacts more effective.

While I am trying to re-arrange my life to be more productive and get more enjoyment I will from time to time infringe on other people's priorities. I will make a greater effort to respect their concerns and hope that we can work towards mutual benefit.

I am not ready for it, but retirement is both alluring and scary. I have some savings, but do not believe I could maintain reasonably close to my current living standard, especially with the frightening economy. I would like to build up a bigger cushion and for several years carry on some meaningful work which could be an extension of some things I have been doing. What would I do with extra time? Two things are attractive--one is to learn things (interesting, meaningful things) and to teach (one of the most satisfying things in my life was teaching my two children to read).

I have been tweeting, blogging and doing a newsletter and realize there are a lot of you out there that I can learn from and that in some small way might learn from me. During the holidays I became a little more conscious of facebook (one special person brought me up to 10 friends, a motivating tipping point) and intend to use it to boost both my business and social awareness. One of the key things I hope to get out this is to at least keep my own resolutions. From time to time I will let you know how I am progressing perhaps at the bottom of some of my blogs and/or on facebook. Some of you can ask me in person if I am sticking to the program and the rest of you are welcome to question however you can.

I have many interests and do not expect everyone to find every word I say worthy of much attention. I have found there is a reason for every interest and I am open to learning more about other people's interests so I can at least appreciate them better and perhaps expand my own interests.

The photo above is of the most important people in my life, my wife Sharon and my children Heather and Michael. The occasion was when Michael was home from Korea and shared some of his experience with us--ordered in Korean and chose our meals--a new experience for me and much appreciated.