I can confirm that you go quicker downhill than you do going up. I am at the Inman Conference in San Francisco. A quantum leap for me in my understanding of our industry business aligned with its compatibility to technology. Opinions divided but acceptance of direction is universal.

I also find myself with an opportunity to walk the streets of a new destination in the City previously unknown to me. I was up and away early this morning on a walk that was first searched on Google – seemed appropriate to do that considering it has been the most discussed topic here. What is San Francisco famous for? – The Golden Gate Bridge and Alcatraz. Could I potentially see both at the same time? San Francisco has some of the steepest streets in the world so what did I search? “List of the steepest streets to see Alcatraz and the Golden Gate Bridge”. It came up with the 10 steepest streets in San Francisco.  I chose the 5^th steepest.

A quick insight in the Golden Gate Bridge that we heard yesterday by the host of Inman – When the bridge was built the men knew there was a safety net below they stated that the ‘safety net’ increased productivity but 30%. It also has the highest rate of suicide in the world one person every week. With no safety net the consequences are known.  

The street I walked up was steep in any language – and as I climb it was thinking about the view that hopefully I would see from the top. My slow steps however were a testament of the climb to the top it was hard work. I made it – The view from the top was exhilarating. The Golden Gate Bridge to my right and Alcatraz straight ahead. I reflected. The view at the top is much different to the few even 10 steps before. You must make the top to achieve the view. But I then began to wonder about the No 1 steepest street. A flash of ‘think again’ came over me. Why would you necessary get the best view at the steepest street in San Francisco? Maybe the highest but that doesn’t mean the steepest.

The business I lead is No 2 in the industry. I do not get to see the view from the top in our business or industry. I am surrounded by those who do. The language at the top is different to the language I use. The business leaders at the top have walked up the hill. They know the you go down quicker when you are the top than when you are still on the climb.

We could do this – We must do this.

We should do this – We will do this. 

The dream position must be to reach your capacity but be forever testing it and create room to take another step up the hill of momentum.

The climb must never stop.

This is one of the key areas of a leading businessperson.  So much of our business success rests on the ability of us individually to make proactive client and sales related calls.

I admire business people and salespeople who have the ability to be routine in their follow up with making phone calls.  They build trust, they build confidence and ultimately they bond the relationship.  So why do so many sales orientated people not follow up?  It is linked to perceived failure and also involves self talk regarding the call before the call is made.  The best way to get around call reluctance is to either have a set script or to have three set questions.  When you go to a call centre there is no call reluctance.  Why?  Because the caller has a set script to work from and the call becomes routine.  It is easy to do, you know what direction you are heading and you know how the call is to be finished.  Most of us are not call centres, most of us are people in business trying to generate more business. 

When we establish a routine in making phonecalls then we are guaranteed that business will be generated.  In the cycle of the sales process there are two parts to making telephone contact.  The first is where you are calling a client to either establish a relationship or to sell a product.  The second part is the follow up call to either ascertain where the business is up to or to close the business.  Making telephone calls is the fastest way to generate new business and to make appointments.  Going from part contact to full contact is the reason why we make phonecalls.

Three things to remember to avoid call reluctance: 

1. Set a routine time every week to make your calls.
2. Know who you are going to call and what you are going to call about.
3. Promise that you will be making a follow up call.

With these three components making phone calls will be successful. 

PERSONAL TIP : If you are serious about phone contact get yourself a headset you will find they have many benefits for you.

These were a series of questions sent to me through Alexander Communications regarding my business travel experiences.

This is due to be published in The Independent next week.

What are the best/worst airports – and why?
Auckland – based on the fact that I know it; the short-cuts, check-in counters and Customs.  Delhi airport is the worst – there is no APEC; it’s ciaos as you come through and baggage takes at least half an hour.  I do know however that they are building a new airport which is understood to be the biggest in the world, hence why it probably isn’t so great now.

What is the best/worst hotel/accommodation – and why?
The Westin in Shanghai.  It’s centrally located but one of the few hotels that actually has an area around it, which is unusual in such a heavily populated city.

Your best/worst hotel experience? (eg. Did you ever get stuck in a lift for 12 hours, or find your hotel was actually a brothel, or have your best wool suit shrunk by the laundry service?)
The worst hotel was a capsule hotel I had to stay in because of a plan diversion into Hong Kong. A very unusual experience – I probably know how a morgue feels.  It had a very claustrophobic feeling to it.

Best/worst airline for service – and why?
Emirates.  The feeling is very calm on their flights; unobtrusive service and they seem to rely on the passenger to be the best judge of their behaviour.
The worst airline is Dragon Air.  Two reasons for me personally; firstly, I don’t understand Chinese and secondly the age of their planes seemed to be more dated than most other airlines.

Which is the best airline on the Tasman (NZ-Australia) route?
Air New Zealand is the best airline for the Tasman.  They have a number of services which makes flying easier and the process quicker.  They have very much lifted their processing points across the Tasman route to now be the best.

Which domestic airline do you rate best?
Air New Zealand is the best domestic airline.  The introduction of the e-tag Fast Bag and their valet parking services takes them to the top of the list.

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How do you market a business, a product or a service successfully while keeping in line with a marketing budget?  The first thing is to work out your marketing budget.  I was fortunate to be taught early in my career about percentages.  Understanding of total revenue base and how a business can maintain a profit by working in percentages. 

I was with my friend this morning and he has a car wash business.  He will have an annual turnover of about $300,000 per year.  He has run this business for just on 3 months.  What should he spend on marketing? What marketing should he do? How does he measure the results? 

When you take into account a business and the three key costs which are generally labour, premises and marketing, usually labour will be approximately 45% of total turnover, premises 5%, and marketing should be no more than 4%.  The balance are generally sundry costs which add up to around 20%.  This gives the business a target of 25% gross to net profit.  If we quarantine marketing then he has a total spend available of $12k.  It doesn’t seem much but there again he is in the business of making people feel good about their car 

What we all know is who our customer is.  80% of his customers are known.  So immediately he has a target but if he can only spend on average 4% of his total turnover to attract a customer then where does he target it? 

The best form of marketing for his business is brand marketing through the customers that he currently is getting.  Emphasising loyalty and referral will be the best way for his business to continue to grow at a steady rate.  Remembering that the customer of his business will always want their car washed.  The question for him is “will they come back?” 

It is important to know the percentages within your business, they are standard and how you market your business or your product, linked with your service, is a key to new customers and customer retention.  In our business of real estate, generally the focus is on the product and rarely on the brand but with many businesses the focus is on the brand and then it drills through to the product.  My recent experience at looking at cars shows an emphasis on the brand which then provides the different products within that brand.  How much do you spend on marketing and is it at the 4% level?

There is a lot of hype surrounding social media. 

I read a statement recently that social media is the new high ground for successful business leaders.  I would strongly debate that under the basis that social media falls into the non- contact mode.  I would agree with the commentators that say that having  a social media position is vitally important, but in saying that, I would strongly disagree with any business leader who believes that social media is the new high ground. 

There has always been two forms of high ground in business.  The first is recognition and the second is reputation.  There is an old saying that “charity begins at home”.  The high ground in business is with your own people.  I have on most occasions been able to keep the high ground in recognition.  I am not saying that this is unchartered territory but I would stand by two disciplines that I believe will serve any business leaders or person in sales better than social media presence will ever serve.

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