NoahKnoble's Blog

Just another WordPress.com site

It’s Time to Realize Value

Image

“You can hate me, choose not to work with me anymore, that’s ok, but I have to say this guys” my Father In Law, Jeff Zuelke (whom we call PJ which stands for Papa Jeff), said as he took on a more serious look than his normal natural easy-going and fun ways.

I shot a quick look at my wife, then at my four-year old son, concern grew through me as I knew he had something very important to say.

“I need you to start seeing the value in these homes I am showing you. I am taking on a completely different message from my prior stance of, be comfortable with your decision” he paused  “to see value in your decision,” PJ said now waiting for our reaction.

At first I was a bit taken back, why would that statement make me angry? Why would that make me want to fire my father in law as our real estate agent? It didn’t, but I wasn’t sure what he was getting at so I filled the air with “Well PJ, I know we lost on three homes now, but I don’t think I would have been comfortable going any higher than we did,” he stopped me right there after those words escaped my lips.

“Noah, if I could show you how to take a dollar and make it into a $1.30 or even $1.50 within five years, wouldn’t that be of VALUE to you?” I nodded my head to agree “Then Noah, the three homes we lost on, there was value to them. You made a decision based on being comfortable, and we lost. The value is, that those homes would have had a significant return on your investment in the very short-term, even if they were a bit more than what you were comfortable with.”

Before you all start shaking your head and saying “yeah right, what housing market is this guy in?” keep in mind the majority of the homes we have been looking at are short sales and very good deals to be had!

PJ was right, I was still kicking myself over the last bid war we lost on, but I was caught up in nickle and diming and feeling like I got the best price possible that I completely failed to realize that even at full purchase price the house was still a great deal because it had value…..unfortunately someone else was able to see that, and we lost out on the house.

This entire time PJ was waiting for me to come to this resolve myself, but when he saw that I was getting too caught up in “best price possible” and not seeing turning a dollar into a $1.30, he knew he had to say something.

That very moment, as we walked out of the house we were viewing, I came to a stark realization, I was a hypocrite! I have been through so many bid processes for catalogs, brochures, and especially magazines as of late only to have lost it by a very slim amount (sometimes more, sometimes less) that I don’t understand it as I am confident I have shown the Publisher or Print Purchaser how working with us will change a dollar into a $1.30.

I understand it now, sometimes we all get polarized by the day to day events of our lives, the economy we live in, or just trying to get the best deal possible and nickle and diming everything they can.

Friends, I come to you today to repeat a message my Father In Law, Jeff Zuelke, said to me this very night……” I am taking on a very different tone with you, you can hate me, choose not to work with me, that is fine, but it needs to be said. It is time to start making decisions because they hold value, not because you are comfortable or because they are the cheapest deal.”

In the end, when you find a printer that shows you value, you will be very comfortable. Consulting on digital, print, and advertising vehicles, not leaving once the sale is made, establishing relationships, friends, is their value you to that? If so, don’t be like me and realize it before it is too late!

Advertisements

March 2, 2012 Posted by | Books, Catalogs, Digital Magazine, Mailing, Printing, Publishing, Relationships, Sales, Social Media, Uncategorized | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | 1 Comment

Random Little Dots….

Do you ever feel like a random little dot, on this big canvas, unsure of where you fit in to the bigger picture being printed or painted? If you look at a printed product under a magnifying glass, what will you see? A bunch of scattered little dots that look like they don’t make up anything. However, when you pull that magnifying glass away, what do you see? A beautiful picture that all the dots have come together to make.

What’s the point to this philosophical start to my blog? This week, as I am sure many of you know (thank you all for the warm wishes) my wife gave birth to our second son. The only way for me to describe this instant bond is to compare it to the movie Avatar when they connect the end of their hair piece to their “flying dragon” and they are instantly connected….it is immediate and forever.

The next day, a big beautiful bouque of flowers showed up at the hospital. My wife looked at me and said “You shouldn’t have!” I looked back at her a little confused and said “I didn’t!” After looking at the card, we found out it came from my co-workers, and today, a big beautiful bouque of cookies came….again from my co-workers! (The best co-horts in the world I might add!)

To add to our wonderful new experience many other warm wishes have been sent through email, cards, social media, tweeted, and posted…… from friends and connections, all which have meant so much to me and my family.

Although he made me eat catfish on my last visit to Georgia to visit him(I won’t hold it against him), one of my clients I have inherited is now the Godfather of my newborn (begin scene of Jerry Maguire 🙂 )

I have had the great fortune of speaking with people like Paul Castain who have helped me along with my career in sales, without keeping any score board. Now I have the privilege of calling him a friend and mentor!

So what’s the point to all of this?  The point is that relationships matter! Without relationships what do we have? Nothing, we are just a random little dot, but with relationships we come together to make a great big beautiful picture.

I know we must all be fiscally responsible, but when only looking at numbers you are limiting the potential of a profitable, successful, and caring relationship that may have more value than someone with a “best price”. I urge you all to evaluate the relationships you have and what you can do to become a better partner to encourage each others success not only in business, but also in life.

After all, this is what social media is about, is it not? Creating new relationships that are long lasting and add value to our lives…

Take it from me, it doesn’t take having a newborn to have your eyes opened for you, but when I did, I saw all the people that care about me and my family. These are relationships I will treasure forever, and will always remain fiercely loyal to. Put the extra time in to get to know the other person, there are more than just numbers to consider.

In uncertain times like these, we need one another. Relationships still matter!

April 9, 2011 Posted by | Publishing, Relationships, Sales, Social Media | , , , , , , , , , , , , , , , , , , , | 1 Comment

Throw a QR Code on it!

Recently, I have had the privilege of participating in some great discussions on LinkedIn about how people, and organizations are utilizing QR codes to enhance their brand and message. I was surprised to see all the new, creative, and unique ways that QR codes are being used. Below is a list of most of those ideas, I hope it gives you some inspiration!

  • Real Estate signs- This is one I am seeing more of. I walk my dog quite a bit, and scan the QR codes on the signs all the time…this is genius! By linking the QR code to the listing, you are immediately allowing the buyer to make a decision if they want to see the house or not.
  • Business Cards- Input your information into the QR code so that it saves right to the potential client’s Outlook when they scan it. OR, link it to a short Youtube video that introduces yourself to them.
  • Catalogs- To me this is kind of a no brainer. With studies showing that a printed catalog doubles your sales, think about what the convenience of a QR code would do to increase your sales even more! Link it to your website, where they can easily order the products they want, whether they are on the go or just don’t want to jump on the computer…it would be an avenue worth exploring!
  • Publications- Offer this to your advertisers, anything you can do to help increase their sales and website traffic will only build more loyalty!
  • Devices- In one group, a gentleman said that a company that makes prosthetic devices was putting QR codes with them, linking them to a manual of how to utilize the device. Now that’s a great idea!
  • Packaging- I see them on food products everywhere now, most of the time linking to a URL….but what about a text message showing the health benefits of your product! That’s information I want to know, make it easy for me to find though!  I don’t want to have to search for it on the package!
  • Direct Mail- I am running a direct mail campaign right now that is based around a QR code which is linked to a short “skit” on Youtube. The idea, make it more than another “piece of mail” and give it a face.
  • Products- Link it to your Youtube commercial. If its a bow, show me a hunting video of the bow I am about to buy being used to shoot a 10 point buck….get me excited to purchase your product!
  • Restaurants- Try putting one on a menu, or your placemats.  If you do delivery link the QR code to your phone number.  That way I don’t have to keep searching through my junk drawer for an old menu that has your number on it!  If it’s a dine in have a welcome you tube video from the chef.

QR codes can be used in a variety of promotial, informative, and fun ways. Even better, they are easy to use, easy to get, and allow for a simple way to track your efforts. I don’t see how you could lose!

I told my wife today that I am going to find a way to put a QR code on my dogs name tag. If he were to get lost, someone could just scan the code and a text message would pop up of where to return him. I love my dog that much, I hope you love your business that much!

For great groups to join on LinkedIn where people come to share insight, ideas, and actually discuss topics (and played a vital role in ideas for this blog) check these groups out:

Sales Playbook!

Association Media & Publishing

Chicago Publishing Network

March 26, 2011 Posted by | Publishing, QR Codes, Social Media | , , , , , , , , , , , , , , , , | 3 Comments

Me and My Magic 8 Ball Foretell the Future!

Being on the front lines, and speaking with publishers across America every day I hear a resounding question, “When do you think this recession is going to end?” I asked my magic eight ball a couple of times, the first time was “the outlook is good” which gave me great optimism. So I decided to make sure the magic 8 ball was right and try it again, this time it said “Very Doubtful”. I was just about to throw the 8 ball out the window, when I thought, “Well 2 out of 3 times isn’t so bad!”  So I shook it one last time and asked it the same question, it said, “Reply hazy. Try again”. The fact of the matter is nobody knows. I say, let the experts speculate on CNN, FOX, and MSNBC, let us not focus on waiting for the recession to end, but rather prospering without doubt. Make this the day that you say, “I will no longer use the recession as an excuse”.

 With that in mind, I called up a client and friend of mine, James Jiskra, to ask how he has prospered not only now, but for the past decade. James Jiskra is the Advertising Director for Vintage Guitar magazine (http://www.vintageguitar.com/) which is also the leading guitar collector, enthusiast, and dealer magazine in the world. For the past 10 years, James has been a large part of the reason why Vintage Guitar has enjoyed such enormous success and the reason they are known as the “guitar experts” magazine. With the quality of advertisers he has created loyalty with, and new advertisers he continues to bring in. Here are three tips James was thoughtful enough to share with me:

  • Be proactive. If you find a problem with an ad after it’s already in print, let the advertiser know before they see it and offer an appropriate credit. They’ll appreciate the honesty will take the news much better than if they’d found the mistake themselves. We’ve also noticed that when this happens they’ll often increase their ad size or lengthen frequency.  
  • When you get to the office in the morning, read your newest e-mails first.  You’ll save time by not trying to fix something that has already been taken care of. Same goes for voice-mail. Listen to all voice-mails before acting on the first “emergency” call. Sometimes things work themselves out without your intervention.
  • This is an old one but, smile when you answer the phone. You really can hear the difference on the other end.

 Think about your relationship with your print salesman, wouldn’t you wanted to be treated the same way? A person that will be proactive, and honest with you, who listens, and  is going to be optimistic and a source of great fuel for you to keep doing what you love. I came across a quote the other day I would like to share with you.  “Live your life like a duck, calm and cool on the surface, but under the water kicking like hell.” Keep kicking, but keep your head positive.

September 1, 2010 Posted by | Uncategorized | , , , , , , , , , | Leave a comment