All About Process #1: Listen Intently

Certainly, you’ve been in a situation where your ability to articulate something important to you, to another person or group, has been put to the test. You want this expressed in such a way that it does justice to or captures the passion behind it, but wonder if those being presented to will “get it.”

Apprehension may then decide to take residence within you, as whatever you are trying to get across may be well laid out in your mind but when it comes time to transform those ideas into words, some of them get lost in translation.

As if the internal struggle of expressing something wasn’t enough, this inevitable question may arise: “Are they even listening to me?” Surely, your audience may be nodding in agreement or seem to be engaged, but a part of you most likely wonders if they really care about what is being said.

You’ve put a lot of time and effort into creating what you want to say, so it would only seem natural that the audience would be actively engaged in what was important to you. However, this assumption can prove to be false more often than not, and not because of malice or disregard for your time, but simply due to a lack of active listening.

This scenario is not solely reserved for an individual, as organizations can be subject to this when dealing with an agency. An organization may be passionate about their identity but enlists an agency’s help to better express it. While the agency likely has the organization’s best interest in mind, they might unknowingly don a set of ego-laced earmuffs that muffle what is being said, so they can present what they’ve already decided was best. They may be aware of the ideas the organization has, but remain steadfast in what their vision is, and instead of listening they only hear enough to seem engaged.

Fortunately, the Caler&Company team lends far more than just an ear — we provide the undivided attention a client deserves. It is not a coincidence that our process of delivering client service begins with the phrase Listen Intently, as this is where we distinguish ourselves by becoming an extension of our clients rather than a separate entity.

We listen first and then act accordingly, harnessing client’s passion as the driving force behind everything we do. Need someone to listen? Contact us today.

Just Ask The Question

Didn’t close that last selling opportunity? Any idea why?

Chances are, you just plain didn’t ask.

You probably have your pitch honed to perfection. You may demonstrate features, advantages and benefits in your sleep. You know your prospects and you build a convincing case why they should be buying what you’re selling.

But what about that last step? The happy ending? The sealing of the deal?

The biggest hurdle in sales is overcoming common psychological buying resistance. Customers are wary, probably have been burned before, and must be sure they’re investing their money wisely. A convincing pitch only gets you part of the way there.

A good close is the trigger that turns persuasion into action. It gives your prospect permission to accept your promises, and to sign on the dotted line.

There can be as many closing styles as there are selling processes and prospects, but they have one thing in common — they always end with that big question. Next time you sense prospect interest at the end of your presentation, try asking: “How would you like us to proceed?”

What Is Design? Part 3

Part 3: Design is about the creative process to get to those solutions.

Thus far, we’ve talked about the importance of research before developing a new identity, as well as the role that design plays with identifying meaningful solutions for organizations’ problems. This week, we’re going to discuss the creative process that leads us to those solutions.

In our industry, clients often tell us that they don’t understand what they’re doing wrong or why something isn’t working. We often reply, “You don’t understand it because you’re in it.” With no objectivity, the solutions may benefit the organization more than its customers. And that’s why people come to us with their branding and marketing challenges. We have the creative horsepower, experience and objectivity to offer solutions from a unique vantage point — plus, this is what we do! Mixed with an equal serving of strategy, of course.

Following the results of our research initiatives, we facilitate a brainstorming process with client leadership teams and decision makers to uncover ideas that may already exist beneath the surface, but haven’t been discovered yet. That process is called Jump Start. We’ve done it for hundreds of organizations across a multitude of industries, and every time our whiteboards are filled up and conference tables covered over with note cards listing ideas that will help shape their new identities. But it doesn’t stop there.

Each design challenge is different, yet remains open to individual muses and group input. Between the Jump Start session and when we deliver the final product, we go through team brainstorming sessions designed to build up a foundation of even more great ideas. Some extract inspiration from within, some build on the thoughts of others and some dig down into the foundations of ideas already ideated. However a person or group finds solution is one thing, but it’s the journey that will shape the result.

Our creative team then takes the results of these brainstorming sessions and applies their knowledge of the client’s needs as well as their specialized expertise. This allows us to create a tailored solution that’s founded in research and safeguarded by objective minds.

The C4:

1. Solutions generated by those “in” the problem won’t help resolve the problem.
2. However, those “in” the problem have a valuable role to play in its resolution when coupled with an objective viewpoint.
3. Each design challenge is different, yet remains open to individual muses and group input.
4. However a person or group gets toward the solution is fine, but it’s the journey that will shape the result.

The Process of Think

Do you meticulously storyboard your ideas or subconsciously scribble them out? Do you stockpile certain words that you like and blacklist those you don’t? Do you write out every detail or make the story up as you go along? If you repeatedly click your pen as you write, pace a room before you type, tap your toes while you think or throw away numerous quantities of crumpled paper — that just may be your “process of think.”

Some feverishly type in hopes of capturing a stroke of genius, while others are subtle writers who hang onto every idea until the timing is just right. Every writer has his or her way of expression that may eventually lead to an exciting new concept — but great ideas don’t come from staring at the sea of white. They come by making a choice to set out toward a goal, even with a storm looming on the horizon. That’s why we call it the process of think. It goes beyond the compound noun “thought process” because “think” is what you do, and taking action is what matters.

It’s important to remember that all storms have a purpose, whether it be to release electrical charges raging in the heavens or to let loose a refreshing rain upon the land. The storm in your mind has a purpose as well, and each bolt and rumble means you’re getting closer to the result. However, it’s completely up to you to determine how to navigate that storm to best capture or express your idea. Through frustration and the occasional setback, what matters most is that you simply get the idea out. Once it’s on the page or on the screen, think hard about your next move. Will you call it a victory and trim the sails? Or will you follow your idea to where it’s leading you?

The C4:

1. The storm raging inside is a part of the creative process.
2. You may be holding yourself back.
3. Taking action is what matters — get the idea out.
4. Once the idea is free, think hard about your next move.