This past weekend representatives from across the Inland Empire came together at the annual JROTC ‘Sound OFF’ Speaking Competition. The theme of the speeches was based on the question, “Where do we go from here?”, and encouraged these high-school participants to explore the struggle of keeping traditions while adopting new technologies. As one of the three judges for this competition, it was rewarding to see each individual rise to the challenge of addressing a large audience to deliver a 5 minute speech.

Here are a few key points that some of the individuals used to provide excellent speeches:

• Address your audience, introduce yourself and provide an interesting hook.
• Speak very slowly when introducing an important or complex idea.
• Share a personal connection with the audience that is memorable.
• Provide facts in a format that people can relate to (saying you would have to work 1,890 years @ $20 an hour rather than $77M).
• Smile.

One of the most memorable speeches of the day was on the topic of commissioning a female-only nuclear powered submarine for the U.S. Navy.  This was a response to the current ‘no female’ ruling that prohibits female sailors from any long term duty aboard a submerged vessel.

At the end of the day, I am still amazed by the energy and enthusiasm young individuals show for not only our country, but also to achieving success.  I would like to extend my congratulations to all of the contestants of the JROTC ‘Sound OFF’ Speaking Competition.

To be remarkable is to be interesting, noteworthy, standout, fascinating, intriguing, mysterious and exceptional. In other words, remarkable is what it says: Something to remark about.

So if you want to give them something to talk about, here are five standards to set for yourself when REMARKABLE is your goal…

1) Embrace change. If you want to change the result, you have to change the behavior. Trying to be better at the same old tactics may help you to sustain your business, but it won’t position you to excel. Seek inspiration in unlikely sources. Do something new, do something different.

2) Seek your own superlative. To be remarkable often means that you are the most something. You can be the smartest, the funniest, have the most personality, be the most talented or the most likely to succeed – just be at the top of the game in at least one category.

3) Avoid gimmicks and stunts. Gimmicks may get you noticed for a minute, but they won’t get you much farther than that. Stunts are easy to pull off and just as easily forgotten. Don’t sell out to be a flash in the pan, go for the long burn.

4) Be peculiar. In order to be noticed you have to step out of line. Remarkable doesn’t equate to popular right away. Not everyone is going to appreciate your efforts to be remarkable. Your goal isn’t to please everyone, your goal is to impress the trendsetters.

5) Face forward and don’t look back. Complacency and stagnation are the mortal enemies of remarkability. What is en vogue today will be out tomorrow. Refresh, Reinvent, Revive. Stay ahead of the curve.

The First Impression
The Introduction
The Dialogue
The Relationship

The Relationship

Once a relationship has been established, your client will either be disappointed, satisfied or thrilled. If disappointed, they may seek out an alternative service provider. If satisfied they may not seek an alternative, but would be open if a more appealing opportunity presented itself. If thrilled, then they are unlikely to leave and very likely to refer their friends. Essentially, if a new client has a good experience with your firm, then they can be confident referring their friends, knowing that they will have a similarly positive experience.

Tips for Improvement:

During this maintenance phase, the core promise becomes more important than ever. So long as each member of your firm is committed to consistently delivering upon your core promise, you can be confident that your clients will be happy and your business will thrive.

• Make sure your team is familiar with your core promise
• Make sure your client experience is consistent with your brand
• Thrive and grow

The First Impression
The Introduction
The Dialogue
The Relationship

The Dialogue

When you start to get to know someone, what are the details that stand out to you? How quickly they return your call, if they keep the plans that you make, if they remember details from your conversations and facts about yourself that you’ve shared with them. Essentially, as the façade of the first meeting is dropped, do they turn out to be who they said they were? This is the stage of seeing if they’ll put their money where their mouth is, if they rise to the occasion or turn out to be all talk.

As a business, this is the time when you get to prove your Core Promise and road test your Client Process. Initial impressions become solid opinions as each interaction that a potential client has with your business is counted as positive, negative or neutral. When you discuss their needs and explain your services, when you conduct appointments and follow up appointments and how you react to their concerns and needs will all form the solid basis for your relationship, be it positive or negative. If you are a firm that truly lives your Core Promise, this is a stage where you will easily shine.

Tips for Improvement:

An attentively designed client process that adheres to your core promise will ensure that you establish a strong and positive relationship with your new client.

• Tone of the conversation is appropriate
• Client’s needs are addressed
• A relationship is established
• Overall experience is positive from the client’s point-of-view

The First Impression
The Introduction
The Dialogue
The Relationship

The Introduction

When you are introduced to a new person, what are the things that you notice? Their opening line, their handshake, the tone of their voice, their choice of words, their interest in you, their responses to your questions – your first impression of them is either confirmed or adjusted and you begin to gather facts and information about them to fill out your overall perception. After a few minutes of introductory chit-chat you decide if you’d like to continue the conversation or move on.

In a branding context, your Tag Line and Marketing Messages are your introduction to a potential client. Through the written material on your website, brochure or business card the potential client begins to gather facts and information about your business, your philosophy about whether or not you understand and are prepared to meet their needs. Their initial impression of you is either reinforced or reevaluated. They either decide to contact your office for an appointment or continue their search elsewhere.

Tips for Improvement:

A distinctive Tag Line and brand-focused Marketing Messages will help you to communicate your unique value during the introductory stages of a new client relationship. They should reflect your unique value and your ability to meet the needs of your potential client.

• Messages should be consistent with your Brand
• The Tag Line should be distinctive and memorable
• Don’t publish generic content