No Ifs, Ums, Ahs or You Knows About It, by Tom Cohn (DPHA Executive Vice President)

Every time my daughter wants something from me, she begins her request with the word "So". When I hear "So," my first instinct is to say no. Filler words are frequently used when we make presentations for new projects or accounts. They do serve a purpose to help notify the person that you are speaking to about what is likely to come next, but for the most part, filler words such as "um", "ah", "so", etc., are crutches that erode your ability to effectively communicate, be perceived as authentic and obtain buy-in to your message. 

 

Pause instead of using filler words, advises Noah Zandan, CEO of Quantified Communications in a recent HBR blog. Zandan's research suggests that most conversational speech consists of short (.20 seconds), medium (.6 seconds) or long (more than one second) pauses. However, great speakers often pause for two to three seconds, which requires thoughtful practice since long pauses are difficult because they seem so much longer than they actually are. 

 

Zander claims that well-placed pauses in a presentation can make you sound calm and collected, while helping you collect your thoughts, calm your nerves and build suspense. Strategically placed pauses can be used to emphasize a point, build anticipation or give your audience time to absorb the point you are making. 

 

Reduce your use of filler words such as "like" or "so" by becoming aware of how often you use them. Video tape a rehearsal of your presentation or have a team member point out how often you use those words during a presentation.

 

Rehearsals and preparation are key to building confidence. Most filler words are used because of uncertainty and nervousness. Remember, filler words can help you relate better to your audience if they are used sparingly. That's why Google actually built in filler words to its Duplex digital assistance. As you prep for your next client pitch, identify the words you lean on most and try to avoid them. 

 

Who Is Dog Food For?

In his new book, This is Marketing, Seth Godin claims that dog food must be getting better, more nutritious and "of course, delicious," because Americans spend more than $24 billion annually on dog food.  Dog food prices continue to climb and with them a corresponding increase in gourmet ingredients that now include sweet potatoes, elk and free-range bison.

 

Have you ever seen a dog buy dog food? How could we possibly know if dog food tastes better as it gets more expensive? Do dogs enjoy it more? "We have no clue whether dogs enjoy it more, because we're not dogs," notes Godin.

 

What we do know is that dog owners enjoy the "improvements" to dog food because dog food is made for, and marketed to, dog owners who are willing to believe that gourmet and more expensive dog food tastes better because of how the purchase makes them feel. Pet owners buy gourmet dog food for "The satisfaction of taking care of an animal that responds with loyalty and affection, the status of buying a luxury good, and the generosity of sharing it," explains Godin.

 

There is no way any marketer or manufacturer can know if dog food tastes better, because it would require understanding how a dog thinks. (And anyone who has spent time with the chief morale officer in the DPHA Bethesda office knows there is not a lot of mental activity taking place daily.) The right way to market dog food is to appeal to what dog owners want. Godin's dog food lesson for decorative plumbing and hardware showrooms is that there is almost always a disconnect between performance and appeal.

 

There's two voices in our heads. There's the dog's voice - the one that doesn't have many words, but knows what it wants. And there's the owner's voice - which is nuanced, contradictory and complex. It's juggling countless inputs and is easily distracted. Dog owners select dog food based on hundreds of different factors, but taste is not one of those factors. The customers that you want to reach care about a range of inputs and emotions, not who's cheapest or how much of a discount you might offer. Godin advises everyone to choose your extremes and your market. And vice versa.

 

The Art of the Elevator Pitch

Focusing on features and benefits of products is not a good strategy because the brain craves meaning before details, claims University of Washington School of Medicine molecular biologist John Medina. When a customer does not understand what a new bath or kitchen will do for them, how it will affect their lives and how it will make them feel every time they cross the threshold, there's little chance that talking about the number of finishes or options available will make an impact.

 

To connect with prospects and repeat customers, take a page from the movie industry. Every movie begins with a pitch or an elevator speech that in one or two sentences explains what the movie is about. If there is no elevator pitch, the chances are the movie will never get produced. The lesson for kitchen and bath showrooms is to master an elevator pitch.

 

The logline used by Larry Page and Sergey Brin to obtain venture capital for their company was as follows, "Google organizes the world's information and makes it universally acceptable." Those ten words explain what Google does and why it is important. Can you develop a one sentence explanation of why someone should rely on your showroom for their new bath or kitchen? Do these following explanations work?

• We create new baths and kitchens that improve the quality of our clients' lives.
• We design kitchens that make meal preparation joyous.
• We create baths that promote health, wellness and mindfulness.
• We create spaces that you never want to leave.

The keys to a great elevator pitch are brevity, memorability, repeatability and the ability to grab someone's attention.

Everyday Heroes

Most people, given the right circumstances, will do the right things, claims Dr. James Doty, a clinical professor of neurosurgery at Stanford University and founding director of the Center for Compassion and Altruism Research and Education. In a recent podcast, Dr. Doty gave new meaning to being a hero. "Being a hero doesn't necessarily mean that you have to jump off a bridge into freezing water and pull somebody out of the water. Being a hero can simply mean recognizing a situation where somebody is at risk and making the effort to go and help them." An act of heroism can be as simple as helping a senior citizen cross the street or standing up to someone is who bullying a coworker or friend.

 

Doty's definition of hero made us reflect on the most recent DPHA Conference. Almost everyone who works in a DPHA showroom is a hero. Consider how often and how many of your team members go above and beyond a job description to solve a problem, to craft an innovative solution or to make a positive difference in the lives of your clients.

 

DPHA has a vast resource of heroes. DPHA President Gary Ericson is a hero - he bleeds DPHA blue and constantly promotes the value of being a DPHA member. DPHA President-Elect Ryan Paul is a hero, spending countless hours strategizing to create additional value for all DPHA members.  Everyone who serves on the DPHA Board of Directors is a hero because they make the effort to help our fellow members, their staffs, clients and others.   

 

Most DPHA members perform heroic acts daily and that's why DPHA has programs, activities and communities to recognize them. Our community and organization will continue to build strength and deliver additional benefits that help make heroism commonplace. As our mission statement says at the beginning of every issue of Connections, we are "A network of exceptional decorative hardware and plumbing professionals creating a culture of excellence and education."

The Lessons from the Palessi Prank

Payless pulled a fast one several weeks ago in storied Santa Monica, CA. The discount footware purveyor took over a former Armani store and stocked it with $19.99 pumps and $39.99 boots. That should not surprise anyone familiar with Payless, but that's not the whole story. The company and its marketing agency then invited groups of Southern California influencers to attend the grand opening of a new retailer called "Palessi" and asked their invited guests to comment on the merchandise featured in the store.

 

Those invited to the grand opening did not have a clue they were evaluating discount shoes often sold in malls and strip centers. They were asked how much they would pay for the merchandise they were evaluating. The top amount was $640 and the store recorded more than $3,000 in sales within the first couple of hours that it was open.

 

Payless rang up the sales but did not keep the money. Party goers who made purchases were told of the prank and received a full refund along with free shoes.

 

What lessons does the Payless prank teach decorative plumbing and hardware showrooms? It's the story that matters - products are products. Both hot and cold water comes out of showerheads and faucets. Sinks are vessels where water can be trapped and drained. Vanities provide space to store things. Stop focusing on products and start telling better stories. When you do, you can convince a noted fashion influencer to pay $640 for a pair of shoes that otherwise could be had for $19.99. Showroom sales professionals need to learn how to tell compelling stories that match the built-in narratives and dreams of their customers.