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8 Elements that Differentiate Your Business and Make it Stand Out

April 20, 2026/0 Comments/in Books, Communications, Entrepreneur, Guest Blogger, Sales, Social Media /by Trevor Jones

Differentiating your business and making it stand out isn’t about cosmetic external attributes. It’s about sharing the internal elements that make your business different.

Today’s post is from Winnie Brignac Hart, co-author of Stand Out.

Today, we’re bombarded with marketing messages from every side – the New York Times estimates over 5,000 messages every day. Marketers used to try to reach consumers at home watching TV or reading newspapers and magazines, but now advertisers reach consumers in real time, trying to catch their attention at every turn. It’s absolute sensory overload as companies press harder to make their brands stand out.

My sister, Lorrie, and I are identical twins. Because we are identical twins, we know a lot about the confusion and frustration that comes from a lack of clarity when things look the same. It has taught us a simple truth about differences.

We live in a world that appreciates and expects individual differences in appearance and behavior. So when we encounter two identical individuals, this experience challenges our beliefs about the way that the world works. Of course, identical twins are never exactly alike, and some differ in profound ways. Yet we can’t stop ourselves from comparing them and trying to find the differences that help us to tell them apart. By taking a closer look at twins, we can learn a great deal about the concept of differentiation. When I look at my twin, I can experience how others view me – and actually see myself from outside of myself.

I did not think about it much until I was almost 13. Around that time, I remember clearly that looking and being different from my twin sister was just about the most important thing in my world. I wanted to be seen as a separate and distinct person. I dressed as differently as I could. I cut my hair differently, I hung out with other people who were trying to be different, too – artists, musicians, and other experimental types who for one reason or another were trying to find their own identities. What I found was that most of what I did to be different was external. I was trading being part of one group (the twins) with being part of another, larger group (creative types).

6 Steps to Achieving Your Goals in 90 Days

June 2, 2025/0 Comments/in Books, Communications, Entrepreneur, Guest Blogger, Leadership, Sales /by Trevor Jones

Achieving your goals is all about taking tangible steps every day. If you change your time horizon and ask yourself six simple questions, you’ll find you’re achieving your goals more rapidly than you ever thought possible.

Today’s post is by David Horsager, author of THE DAILY EDGE: Simple Strategies to Increase Efficiency and Make an Impact Every Day.

I met an eighty-eight-year-old man named Orville at my health club. I first noticed him one afternoon while checking in at the front desk. He was stumbling along behind me. There was no way this man, slowly shuffling along the path to the gym, was going to do any kind of meaningful workout! Orville patiently moved, inch by inch, into the weight-training area, picked up some dumbbells, and, with an audible grunt, started his routine.

One day I happened to see Orville out of the corner of my eye, stepping onto one of the treadmills. I was across the room, and he was already reaching for the start button. Too far away to help him, I just stood there and watched. As the treadmill came to life, Orville took one small step, and then another. The machine picked up speed, but miraculously, so did his legs. Within a minute, he hit full stride, running like a man half his age!

At this point the reality of the situation dawned on me. Orville’s problem was not with his legs, it was with his vision. He couldn’t see where he was going. Though Orville did nothing to cause his vision problem, it is a powerful example of how limited we are when we lack clarity and vision.

How often do leaders and employees lack clarity in their communication, and as a result, drive forward ambiguous goals?

I think 90 days is the best timeframe for most goals. A year is too long – see how few people keep New Year’s Resolutions? Twenty-one days is too short for most real change. However, in 90 days, I was able to lose 33 pounds! And I’ve seen people triple their sales in 90 days.

That’s why I like the 90-Day Quick Plan. It is a strategy for clarifying how you are going to achieve your most vital goals.

Pick an area of your business or personal life that you’d like to address, and then ask six questions. Don’t wait to start because the plan should take less than thirty minutes to create. All you need to do is ask and answer these six questions:

4 Questions to Make Difficult Switching Decisions Much Easier

May 5, 2025/0 Comments/in Books, Business Toolkit, Customer Service, Guest Blogger, Sales, Strategy /by Trevor Jones

In an age of too many options, four simple questions can provide a clear approach to making those frequent decisions in a way that saves us time.

Today’s post is by Jack Quarles, author of Expensive Sentences

We live in a time of unprecedented options. Those of us in developed economies of the 21st century, even with average incomes, have more choices than ever before in what we eat, what we wear, our jobs, where we live or travel, our entertainment and education… and the list goes on.

Our ability to customize the details of our lives is dazzling, but it is not free. Abundant options require abundant decisions, and decisions require energy. Life’s never-ending buffet brings byproducts: too many options can paralyze us, and fear of taking the wrong option can haunt us.

We can benefit from thinking about how we make decisions, and intentionally adopting practices that help us manage the cost of decision-making and feel more confident in the choices we do make.

Let’s examine a class of decision that we face every day: stay or go, fish or cut bait, keep on the same path or change direction. More specifically, we’ll consider people and companies we pay, whether at work or at home:

Do I like my accountant, or is it time to switch?
Should I change gyms?
Do we need a new marketing consultant?
Is our lawn care guy charging us too much?

There are both cost and benefit components to these questions. If your gym is nearby and your friends go there, it may be worth twice the price of a different gym with the same equipment because you’re more likely to go and use it. That’s an easy case. Other decisions aren’t so easy, and sometimes those questions of “Am I paying too much for this?” keep lingering in our mind without a clear answer.

Replacing Gray with Black and White

Why Equilibrium is the Key to Achieving True Negotiating Success

March 25, 2025/0 Comments/in Books, Business Toolkit, Communications, Entrepreneur, Guest Blogger, Sales /by Trevor Jones

Maintaining your cool and being in a state of equilibrium is a huge asset in a negotiation. When the other party loses it, you benefit by staying calm instead.

Today’s post is by Corey Kupfer, author of Authentic Negotiating

Most negotiating articles, books, training programs and other resources focus on techniques, tactics and counter-tactics. These, however, are often ineffective, manipulative and inauthentic and, even when good, are not the key to true negotiating success. Authentic negotiating is the secret to true negotiating success and there are three keys to authentic negotiating:

Clarity: Authentic negotiators know what will and won’t work for them on every significant term, and what their true bottom line is – from a place of clarity, not ego.

Detachment: Authentic negotiators can walk away from a negotiation with no hesitation – not from a place of anger or upset, but from a place of detachment with no judgment or hard feelings.

Equilibrium: Authentic negotiators don’t let emotions dictate their actions. Instead, they maintain equilibrium during the heat of tough negotiation to stay present and preserve their clarity and detachment.

Although each of the components of this CDE core framework are important, in this post, I am going to focus power of equilibrium – the third key to true negotiating success.

Several years ago, I received a telephone call from an attorney, Henry, who was representing clients on the other side of an unhappy split of a business partnership between three guys. I represented one of the three partners, and he represented the other two. Henry called me up, yelling and screaming and threatening my client with all sorts of dire consequences. My client happened to be a lawyer, although the business he was in with the other two was not related to the law. This bullying attorney was saying, “He’s going to lose his law license” and “He’s unethical,” neither of which was true. Henry was emotionally involved. He had lost his equilibrium.

7 Tips for Dealing With Irate Customers

February 18, 2025/0 Comments/in Communications, Customer Service, Guest Blogger, Sales, Training /by Trevor Jones

Dealing with angry customers can be one of the greatest challenges you face. Here are 7 tips for dealing with those difficult situations gracefully and effectively.

Today’s post is by Mark Goulston, author of “Just Listen: Discover the Secret to Getting Through to Absolutely Anyone”

One of the things that all irate customers have in common is that they have an attitude that says “I rate better service than this and now that I have you on the phone, you’re going to pay for it!” And one of the other things about them that gets to you is you feel unjustly accused of having done this to them and that can make it difficult to remain calm.

That is why the first three tips are about ways to remain or regain your calm and the final four about what to do next.

1. 3 Strikes and You’re Calm – 1. Think of the first thing you want to say or do in response to an irate customer (which is about defending or protecting yourself). Don’t do it, take a breath and exhale. 2. Then think of the second thing you want to say or do (which is about retaliating). Don’t do that, take a breath and exhale. 3. And finally think of the third thing you want to do (which is about finding a solution) and do that.

2. Assume innocence – Unless you are dealing with a truly evil person, assume that nothing is going right in the person’s life and they have chosen this interaction with you to displace all their frustration as a way of not taking it personally when it is meant for your company or product and not you.

3 Things You Must Get Right if You Want Happier Customers

October 14, 2024/0 Comments/in Books, Business Toolkit, Customer Service, Entrepreneur, Guest Blogger, Sales /by Trevor Jones

Customer loyalty takes just as much energy to build as new customer growth. Unfortunately companies spend too much time focusing on new customers and not taking care of the ones they already have.

Today’s post is by Noah Fleming, author of The Customer Loyalty Loop.

Most executives I talk to feel like they’re drowning in data and yet anyone and everyone within the organization is telling them they need more and more data! Do you ever feel overwhelmed with all the things you need to worry about, let alone the collection of “big data” with the belief that data might help you generate better customer relations, or a more loyal customer?

I’m going to let you in on a big secret. The companies and clients that I work with who are at the top of their games, or continuously increasing revenue are only really placing a concerted effort on three key areas. I’m going to warn you, there’s nothing ground-breaking here that you don’t already know, but how these companies are focusing on these areas might surprise you.

I’ll tell you until the cows come home that most organizations are too focused on the new customer at the expense of their existing customers, but I’m also a realist. The current customer is the beating heart of any great business, but you need new customers to grow. Anybody who tells you otherwise should be thrown from your office. Today we’re going to about new and existing customers.

The first area that these companies excel in is their uncanny ability to sell to their existing customers more often. I said sell, not just “market to,” and not just putting offers in front of them, but selling. You need the same level of gravitas and effort that is put towards new customer acquisition, applied to selling more to your existing customer base. That requires a customer retention process. Most businesses have a sales process but not a retention process. The best companies do.

I once heard an author and marketer say that all great sales and marketing is just about sharing your message over and over again. He might have been half right, once. A decade ago, maybe a quarter right. Now, it’s more like a tenth.

If you want to sell to your prospects and existing customers either the first time or the sixth time, then you need to get three things right. But you need to get them right, all the time and every time.

Awareness

8 Elements that Differentiate Your Business and Make it Stand Out

August 12, 2024/0 Comments/in Books, Communications, Entrepreneur, Guest Blogger, Sales, Social Media /by Trevor Jones

Differentiating your business and making it stand out isn’t about cosmetic external attributes. It’s about sharing the internal elements that make your business different.

Today’s post is from Winnie Brignac Hart, co-author of Stand Out.

Today, we’re bombarded with marketing messages from every side – the New York Times estimates over 5,000 messages every day. Marketers used to try to reach consumers at home watching TV or reading newspapers and magazines, but now advertisers reach consumers in real time, trying to catch their attention at every turn. It’s absolute sensory overload as companies press harder to make their brands stand out.

My sister, Lorrie, and I are identical twins. Because we are identical twins, we know a lot about the confusion and frustration that comes from a lack of clarity when things look the same. It has taught us a simple truth about differences.

We live in a world that appreciates and expects individual differences in appearance and behavior. So when we encounter two identical individuals, this experience challenges our beliefs about the way that the world works. Of course, identical twins are never exactly alike, and some differ in profound ways. Yet we can’t stop ourselves from comparing them and trying to find the differences that help us to tell them apart. By taking a closer look at twins, we can learn a great deal about the concept of differentiation. When I look at my twin, I can experience how others view me – and actually see myself from outside of myself.

I did not think about it much until I was almost 13. Around that time, I remember clearly that looking and being different from my twin sister was just about the most important thing in my world. I wanted to be seen as a separate and distinct person. I dressed as differently as I could. I cut my hair differently, I hung out with other people who were trying to be different, too – artists, musicians, and other experimental types who for one reason or another were trying to find their own identities. What I found was that most of what I did to be different was external. I was trading being part of one group (the twins) with being part of another, larger group (creative types).

Changing Your Approach in a Negotiation

January 31, 2024/0 Comments/in Business Toolkit, Career, Communications, Leadership, Sales, Strategy /by Trevor Jones

During a negotiation, you can change your approach. You don’t have to maintain your initial approach or your initial position; you can change it at any time.

During a negotiation, you can change your approach. You don’t have to maintain your initial approach or your initial position; you can change it at any time. Your opponent won’t maintain their approach or their position, so along the way, throughout the deal, determine your counteroffers and your approach and how it might change and how those changes might benefit your position.

For example, you can become more or less aggressive. You can become cooperative. You might change your anchor. In the initial negotiation, you said the price was here, but you know what? The price just went up or the price went down. You can add negotiating points along the way. Just because you didn’t ask for something right out of the gate, doesn’t mean you can’t add it later on.

Beware of getting locked into a single negotiating approach. Your opponent can and will use that against you. We were involved in a very contentious negotiation at one point. In the beginning, we were very collaborative, but our opponent was very combative. We knew the main points we wanted. They were price and deal structure. We also knew that time was our friend and their enemy. Throughout the negotiations, we continued making concessions and we stayed collaborative the entire time, as long as price and structure were acceptable to us.

But time passed, and the other party changed structure and they got very aggressive at one point. But the thing they missed was so much time had passed that our position was going to change because time was now on our favor. We turned around and got very aggressive in that negotiation and based on the structure and pricing at that point, we pushed very hard for additional concessions. The other party was caught by surprise by our change in approach and overall, it worked out much better for us. Our willingness to take our collaborative approach and set it aside, understand the impact of time and how it had changed, and change our approach to be more aggressive, drove a lot of value for our organization.

As you’re going through your deal process, think through the approach you’re taking now and if there are changes that you can make, as well as what the impact of those changes might be. Be willing to change approach, but only do so when you fully understand the benefits and the risks of doing so.

Want to learn more about strategic negotiation? How about taking an entire course on it? Go directly to the course and start learning how to perform better in negotiations. The entire course is available at LinkedIn Learning. Enjoy!

Did you enjoy this post? If so, I highly encourage you to take about 30 seconds to become a regular subscriber to this blog. It’s free, fun, practical, and only a few emails a week (I promise!). SIGN UP HERE to get the thoughtLEADERS blog conveniently delivered right to your inbox!

Assessing What Happened in a Negotiation

January 24, 2024/0 Comments/in Business Toolkit, Career, Communications, Leadership, Sales, Strategy /by Trevor Jones

Assessing your negotiations can help you identify what’s really important to the other party.

Throughout a negotiation, you should be assessing what’s happening. Track major negotiating points over time. See what’s a plus or a minus versus the last round of negotiations. If you go back to your initial goals and what the other party’s initial goals were, their must-haves, want-to-haves, nice-to-haves and also evaluate it for your end, you can track over time where are you making concessions? Where’s the other party fighting hard for something? Doing this type of assessment can help you identify what’s really important to them and what’s not.

Assessment can help you identify topics that recur and also areas where they’re more willing to make concessions. Be very aware of prior offers that you make. Make sure you have documentation because the other party can bring them back up later and use them against you. Now the good news is you can do the same thing. But if you’re not aware of an offer you make or an offer, even worse, that somebody on your team makes that you’re not aware of, those things can come back to bite you in the end.

I had a situation where we were negotiating for a long period of time, and after each set of emails, because that was the dominant communication vehicle for those communications, my partners and I sat down and we compared notes. We looked for concessions they were requesting. We also considered negotiating techniques they were using, things like the invisible man where they were saying, “Hey, I need to go check with someone else before I can offer this point.” They were also using a technique called the bogey, where they were making something out to be really important to them, but as we tracked it, it was clear that it really wasn’t. We were able to look at how our old quotes and conversations were being used against us in the deal.

Now the first deal we made with them, we didn’t really understand all of these dynamics, and it didn’t go as well for us as we would have liked. But we learned because we assessed that deal after the fact. It made us much more mindful of how we should structure our future quotes. We knew what was really important to them. We knew how they would use these various tools and techniques against us, like the invisible man or the bogey. And all of our future offers were based on an understanding of how that last negotiation went. We were much more successful in future rounds.

Make sure you’re taking the time to pause and assess what’s going well, what’s not. What are they pushing on, and what are they willing to concede? And think through how that’s going to impact your overall negotiating strategy and the position you take in subsequent rounds.

Want to learn more about strategic negotiation? How about taking an entire course on it? Go directly to the course and start learning how to perform better in negotiations. The entire course is available at LinkedIn Learning. Enjoy!

Did you enjoy this post? If so, I highly encourage you to take about 30 seconds to become a regular subscriber to this blog. It’s free, fun, practical, and only a few emails a week (I promise!). SIGN UP HERE to get the thoughtLEADERS blog conveniently delivered right to your inbox!

6 Negotiation Techniques You Should Add to Your Playbook

January 10, 2024/1 Comment/in Business Toolkit, Career, Communications, Leadership, Sales, Strategy /by Trevor Jones

Your negotiation strategy can make or break a deal. Learning negotiation tactics is key to becoming a more strategic negotiator.

Over the years, I’ve learned some great negotiating techniques and tactics. I’d like to share them now.

The Invisible Man

The first is called The Invisible Man. You can use this technique when you’re in the heat of a deal and you don’t want to give an answer right now, or you don’t like the position that the other party is taking. You just say, “Well, I have to check with my colleagues before I can give you an answer.” That other party isn’t in the room, so you’ve pushed back the negotiation. You’ve bought yourself some time, and now you have the ability to go back to the other party and say, “I know you wanted a 20% discount, but I’ve spoken with my colleagues and the best we can do is 10%.” You’ve created an invisible authority that the other party has to negotiate against. Read more

Sisters, Service, and Sales

January 23, 2023/0 Comments/in Books, Communications, Customer Service, Entrepreneur, Guest Blogger, Leadership, Sales, Training /by Trevor Jones

Customer service that is focused on customer relationships will impact your ability to make sales and to improve your business.

Today’s post is by Kate Edwards, author of Hello! And Every Little Thing That Matters (CLICK HERE to get your copy).

There is a scene in the Tina Fey/Amy Pohler film “Sisters” that is hilarious. The scene takes place in the dressing room of a trendy shop where the eponymous sisters go shopping for dresses for a party they are hosting that night. They go to a boutique and try on a number of party dresses, but they are clearly clueless. Each dress the sisters put on is completely unflattering as they wear the dresses in all sorts of inappropriate ways.

The shop clerk watches them in deadpan horror and her face expresses what we are all thinking: each dress is worse than the next. The clerk, however, doesn’t help them put the dresses on correctly or offer them sizes that fit; rather, she says “that looks amaaaazing” in a completely flat tone. This character is the epitome of the lackluster clerk who clearly has been told to compliment the customers. No. Matter. What.

Service that is inauthentic, unhelpful or pushy is the stuff of horrible Yelp reviews and comedic movie scenes. But service doesn’t have to be like that. Businesses that take time to connect authentically to their customers will build a client for life. And businesses that ignore service in the sales moment are doing themselves great harm as sales are based on a human connection. Here are some easy ways to connect with your customers that will make the sisters of your business – service and sales – shine.

Establish Customer Quotas, Not Sales Quotas

Too many businesses focus on the number of sales rather than the number of customers. You must remember that customers make sales. Ask your salespeople to create relationships with every type of customer – not just the ones they already know.

6 Steps to Achieving Your Goals in 90 Days

June 27, 2022/0 Comments/in Books, Communications, Entrepreneur, Guest Blogger, Leadership, Sales /by Trevor Jones

Achieving your goals is all about taking tangible steps every day. If you change your time horizon and ask yourself six simple questions, you’ll find you’re achieving your goals more rapidly than you ever thought possible.

Today’s post is by David Horsager, author of THE DAILY EDGE: Simple Strategies to Increase Efficiency and Make an Impact Every Day (CLICK HERE to get your copy).

I met an eighty-eight-year-old man named Orville at my health club. I first noticed him one afternoon while checking in at the front desk. He was stumbling along behind me. There was no way this man, slowly shuffling along the path to the gym, was going to do any kind of meaningful workout! Orville patiently moved, inch by inch, into the weight-training area, picked up some dumbbells, and, with an audible grunt, started his routine.

One day I happened to see Orville out of the corner of my eye, stepping onto one of the treadmills. I was across the room, and he was already reaching for the start button. Too far away to help him, I just stood there and watched. As the treadmill came to life, Orville took one small step, and then another. The machine picked up speed, but miraculously, so did his legs. Within a minute, he hit full stride, running like a man half his age!

At this point the reality of the situation dawned on me. Orville’s problem was not with his legs, it was with his vision. He couldn’t see where he was going. Though Orville did nothing to cause his vision problem, it is a powerful example of how limited we are when we lack clarity and vision.

How often do leaders and employees lack clarity in their communication, and as a result, drive forward ambiguous goals?

I think 90 days is the best timeframe for most goals. A year is too long – see how few people keep New Year’s Resolutions? Twenty-one days is too short for most real change. However, in 90 days, I was able to lose 33 pounds! And I’ve seen people triple their sales in 90 days.
That’s why I like the 90-Day Quick Plan. It is a strategy for clarifying how you are going to achieve your most vital goals.

Pick an area of your business or personal life that you’d like to address, and then ask six questions. Don’t wait to start because the plan should take less than thirty minutes to create. All you need to do is ask and answer these six questions: