Larry Rubin, Life Coach
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The Stumbles And Falls That Led Me To Success

5/22/2012

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I Could Have Been The Godfather!
That's right.

In the mid 70's, a very dear friend of mine who had parlayed his six-year NFL career and two Green Bay Packer Super Bowl rings into a small nest egg, asked my brother and me to be on the original Board of Directors of a start-up company he helped found. All that was required was a $1,000 investment and my/our assent. I thought about it, considered it, and refused "the offer I couldn't refuse." 

I simply did not think that a fast-food pizza joint could make it and passed up the opportunity to be one of the original founders and investors of Pizza Hut. Sigh...Oh my...Coulda, Woulda, Shoulda.

I sometimes think that I could have made Herman Cain an afterthought. (Actually, I think he already is.)

I admit that sometimes I do look back, but only to help me stay focused on looking ahead. I've learned to take risks, to take chances, to be innovative, to recognize opportunity...and to applaud it when I see it elsewhere. It all reminds me of a story that President Kennedy once told about a gardener who was once asked to plant a tree. The gardener objected that the tree was slow growing and would not bloom for a hundred years. Replied the owner of the estate, "In that case, there is no time to lose. Plant it this afternoon."

If You Build It, They Will Come
I learned my lesson before I saw the movie. It's ok to take a risk...if you think it through...if you do your own due diligence. I opened up an unconventional, "it-won't-work" coin laundromat. I initiated a "Ladies Day" at my less-than-desirably-located men's clothing store on a Monday before Christmas (my store was closed on all Mondays). Why would just women come to an ill-located area with limited parking to shop? 

Because they trusted us, because we had a Tuxedo-dressed doorman to walk them to their car, because we had wine and champagne, a handwriting analyst, a chair massage, a caricaturist, a latte coffee bar, a gift for every woman who came, and even a "Ladies Day" discount. That's why.

Save...By Spending More And Buying More
That's the new Costco slogan. And that's what we do, my wife and I. We spend more money there than at our usual trip to the grocery store by buying more than we need. Now there's a strategy. I've looked at those three unopened bottles of Heinz Ketchup in our pantry for six months now just waiting for their turn. I can almost hear them singing that famous Carly Simon song/commercial...ANTICIPATION.

Did we really think that people would pay in advance (way in advance, those same people pray) for "final expenses" or pay four dollars for a small amount of espresso mixed with a large amount of milk? (Give it a fancy name like "latte" and I sure do).

Yes.

It's all about creating memorable experiences, taking some risks and believing in yourself....and that's the agenda that many of my coaching clients bring to our sessions. We get actively engaged in these topics. Is there a fund raiser, anyone in sales, or someone who is interviewing or transitioning that shouldn't be armed with self-confidence, that shouldn't be willing to take a chance, or leave  a lasting and positive impression with their target?

No.

If only I would have had a Coach.

OK. I wouldn't be smelling the roses I smell every day now...but the aroma of the cheese and sauce and pepperoni. Hmmmmmm.

Which makes me think of the Professor:

A professor stood before his class of 20 senior organic biology students, about to hand out the final exam. "I know that you've worked hard in this course and that many of you are soon off to medical school. So that no one gets there QPA messed up because of excessive celebration this week, anyone who would like to opt out of this final today will receive a "B" for the course". With much rejoicing many students thanked the prof as they signed out on his offer and left. As the last taker left, the professor offered "one last chance" to those who remained. One more student rose up and took the offer. The professor then closed the door and took attendance of those students remaining.

"I'm glad to see you believe in yourself," he said. "You all have A's."

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Perception Is Reality: Thinking Like Your Customer

1/30/2012

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Andy Warhol and Eleanor Roosevelt: Strange bed fellows! OK, not literally, but they are in cahoots here. And the two of them sum up my lesson today splendidly.

In 1990, I sent a placemat, pictured below, and promotion out to 6,000 of my customers. My men's retail shop needed an injection and I found the idea to do exactly that (and wish I could take credit for coming up with it!). 
Picture
click to enlarge
Picture
click to enlarge
Here's the thing: There is no Square Peg's Diner. Perception is Reality! 

It's All About The Customer
The whole idea of sitting at a diner and getting an idea and writing it down while it is fresh (as fresh as those delicious pancakes) is plausible, possible, and very real. 

I thought about what my customers would want from me and hypothesized that they'd want close, personal communication: not a lengthy, jargony direct mail letter, but something they could believe came directly from an owner of a store to their personal mailboxes. 

The placemat was that idea.  

Break The Rules...If It Pays Off
I guess we broke some marketing rules, though I haven't figured out which ones...but Eleanor Roosevelt did once say that "if you obey all the rules, you'll miss out on a lot of fun."

See, while it may not be corporate and some may classify it as "unprofessional," the placemat conveys relationship, warmth, a personal touch.  

There is certainly a place and time for professionalism, but I diagnosed my store's problem and fixed it: handwritten, off-the-cuff, I branded myself as an anti-chain. And my customers loved me for it.

The response to this "promotion" was beyond my highest expectation. We just didn't stop ringing that cash register!  

Just wait til I tell you my airport story. 

Here's What To Do Now
So, what's the take away here?

The takeaway is that I've accumulated enough stories and on-the-floor experience to work with your goals and objectives, to get people through your door, in to your waiting room, your pews, in front of your merchandise, or to keep them as loyal donors.

As a life coach, I will help you identify the obstacles, remove them, and achieve your objectives. Let me help you diagnose so I can work with you to solve.

Let's get you excited again about your goals. We have to meet at the diner to enhance and inspire, to rekindle that spark. 

Andy Warhol said it best: "You need to let little things that would orindarily bore you suddenly thrill you."  Like a placemat.

Let's have coffee, and maybe some pancakes, at the diner. I'll buy...you leave the coffee stain. (Look for it on the front of the place mat...it's real!)   
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What Is A Life Coach And How Can I Help You Overcome Obstacles

1/24/2012

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So here I am a "Life Coach"... always answering the question: What the hell is "Coaching"?!

And, as I have written previously in this blog, coaching often entails uncovering solutions and achieving goals. The problem is that these phrases often result in people thinking about pretty dramatic stuff: chemical dependency, emotional and sexual abuse, marital relationships...the stuff of therapists, social workers and psychologists. 

Let me be clear, that stuff ain't for me, the Life Coach. 

My Focus
I am about...
 * donor, patient, client, customer and congregant loyalty
 * retaining and increasing your following
 * dealing with vocational transition
 * getting started in your career

Sleep Easy Knowing You've Got A Plan
I help with your sleep-depriving thoughts from"should I get a dog?" to"I don't want my son to choose the military as a career after he graduates from high school." 

Don't laugh; these questions are very real.

A client called me for a meeting and said, "Larry, I want a dog, have never had a dog, and am scared of having a dog. The thought alone intimidates me, worries me.  But I want a dog. What should I do?"

The question seems so fundamentally different from the "what am I going to do now that I am fired" situations or the "why am I not growing my business?" dilemmas.   

There's A Root Of Every Obstacle
And it's true that while thinking out all the possible outcomes, I certainly had to consider the dog itself: will she bite, run away, endeavor to procreate...

But first and foremost, I had to consider the client. We came up with a list of things to do to determine if he was ready to become a dog-owner. 

When helping the parent of a future marine sergeant, I certainly couldn't speak for the boy (well, actually the man) himself. My focus was asking the right questions of my client, the parent. I wasn't satisfied with the refrain "my son is not mature enough to make this decision."  It's deeper than that.

We came up with a bevy of ways my client should address her struggles with her son's desire to fulfill his potential. We address the roots of problems, not the mere symptoms.  

You Are Why I Love Coaching
That's why I love coaching: dogs and the military. They seem like they have nothing to do with jobs or referrals. But, just ask me, and we'll work together to increase the loyalty of those you care about and those who care about you. 

Together, we can evaluate your options and come up with an aggressive action plan to help you overcome challenges. No matter what those challenges are. 
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Getting Creative To Boost Sales: How Martha Washington Saved Me From Inventory Overload

12/27/2011

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Sometimes You Can’t Scream Over The Competition
When you sell a product or service, one of your key battles is jockeying for your clients' attention. We are in the midst of a busy, busy attention economy and sometimes we don't have loud enough voices to simply scream over the competition.
 
That's why I tell the folks that I coach that there are other ways to win the war for your clients' attention. There are ways to cut through all the noise, like being edgy, doing the unexpected, and finding creative paths into your potential clients’ consciousness.

The Problem: Too Much Inventory
I faced a daunting situation many years ago when I had my own retail men's clothing store.

So was the case one early Autumn: I had the right merchandise but way too much of it. See, fall isn't exactly "sale" season; in fact, it's more-often-than-not "full price" season.  And I was getting nervous. With inventory high, I was heading toward overstocked at way too fast a clip.

I needed to "bring 'em in," get customers through the door, and give them a reason to do it now.  Simply put, I needed a Washington Birthday's Sale in September.

The Solution: Martha Washington
I did some research about the time of year and discovered a detail I nearly overlooked. Martha Washington's Birthday was right around the corner.  Aside from "revolutionary" good pricing, I added a band in my emptied storefront window and had them play songs like Yankee Doodle Dandy in addition to favorites by Paul Revere and the Raiders...anything to get people through the door.

The store stayed open until midnight. My brother, dressed like Uncle Sam, handed out gifts and favors all night long. For one night, it was more than a men's retail store: it was a party, a happening, a next-day-water-cooler story in the making.

And it was all thanks to Martha.

The volume was brisk. The margin: better than anticipated. The attention, the newcomers, the happy and enthusiastic customers: it was all a thrill and a rush.

What’s Your Martha Washington’s Birthday Sale? Get Creative!
I share the story with you simply to demonstrate that sometimes you need to be edgy when preparing your arsenal in this war for attention. Sometimes our ideas stick, sometimes they don't. But the important thing is to think strategically about ways to cut through the clutter and to try something new.  

Otherwise, just lay down your sword, wave the white flag, and get used to the fact that the British are coming. Because in this economy, behind every great man, there's a great woman's birthday ready to be unearthed and celebrated.
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It's OK To Be Edgy: What Thermal Underwear Taught Me About Getting Noticed

12/20/2011

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I always tell my clients, "sometimes you gotta get in the door; get noticed; then you can sell yourself or your product."

Opportunity Knocks
My Dad was so ahead of his time with regard to this mantra. He owned and operated a full-service, truly-customer-care store in a small town in Western Pa, sort of a  Mom and Pop store, carrying work clothes, dry goods, hunting gear, some men's and women's wear, and Boy Scout uniforms and equipment. 

One November, in the early 1950's he was the first merchant in the area to become aware of, and have in stock, something revolutionary...cutting edge, practical, desirable, the golden ticket of merchandise: men's thermal underwear. 

So, what to do with it? Display it in his window? Run an ad in the local paper? Give it prominent floor space? Yeah, eventually, but not at once...not my Dad.

Getting Attention The Old Fashioned Way
The first thing he did was rent a freezer from a local appliance store, remove its lid, put it on the sidewalk right in front of his store. He hired a high school student, fit him up with some thermals, put him in the freezer, filled the freezer with ice, and placed a large sign next to the kid: I AM WEARING THE NEWEST THERMAL UNDERWEAR. I AM NOT COLD....AND WE'RE THE ONLY STORE THAT HAS IT! 

Here's a "pop"quiz for you: How long did it take for my Dad's stock of long johns to sell out? His next two orders went faster than his first!


Tried and True Is Just Plain Tired
Now, here's what I coach my clients to do when writing cover letters, follow up thank-you letters, answering the standard interview questions: it's ok to be edgy...a little out there. 

I implore sales people, fundraisers, professionals, and anyone with donors, customers, patients or their own, clients, even congregants: tried and true is just tired. Be edgy with style and class. Capture and keep their attention.   Once you have, then, it's your time to fulfill your purpose and achieve your goal.
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    I help fundraisers, salespeople, clergypeople, and professional service providers create stronger relationships with their donors, customers, congregants, and clients. I'll help you build loyalty, repetition, and referrals so you can fully realize your business aspirations. 

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