Katy Goshtasbi, Author at Puris Consulting - Page 14 of 14

Author: Katy Goshtasbi

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What NOT To Do During An Interview Or A Sales Pitch- tip #1

Written by Katy Goshtasbi

Posted on: February 25, 2013

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Here at Puris Image, we work with businesses and their employees on developing their personal brands and conveying that into a successful personal brand. However, it seems we are often working on interviewing skills for our clientele, too.  So whether you are interviewing for a job or a new client/business, the tips are all the same.

In fact, I’ve discovered a pattern that happens with people who are interviewing- whether they be attorneys, CEOs, entry-level people, etc.  The list is so long that I’ll address one issue each time.

So here’s the main thing NOT to do during an interview: DO NOT be or act desperate.

The tone of your entire interview is set by your mentality.   Too often people go into interviews (or meetings with prospects for new business) with a mentality of being desperate because they need the job or need the business.  This is a perfect way to set yourself up for failure. People can sense desperation and do not like it.

You must create a win-win situation.  So remember, you are not desperate.   The best way to not be desperate is to:

A) Think to yourself, Do I want to work here?  If it is a prospect, think to yourself whether  you really like them as a potential client.

B) Create JOY as the emotional underpinning for why they should hire you or engage your firm.  As with all things related to branding, if you I cannot see you as bringing joy to our office and our clientele, then I cannot hire you or give you the business. I can teach anyone most anything, but I cannot teach joyful attitude and integrity.

C) Show your flexibility and adaptability as an employee or vendor.  Make sure your responses and questions all come across from a place of being open to new concepts and people, but NOT overly ingratiating.  For example, “I’d be open to working different hours” and NOT “I can work any hours you need for any pay.”  OR if you are a business prospecting, “We are happy to create a service package that is customized to your business needs” and NOT “We’ll do whatever you want at any price”.

Look for the next tip at a later date.

EMAIL US YOUR WORST EXPERIENCE WITH DESPERATION IN GETTING BUSINESS

 

 

 

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How Do You Perceive Yourself?

Written by Katy Goshtasbi

Posted on: July 16, 2012

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How Do You Perceive Yourself, Girl looking at her self in a small piece of glass looking back at the viewer.

So often you wonder what others think about you.  It’s a question that maybe makes you nervous.  It’s a question that makes the garment and make-up industry rich. We need to look good for others by wearing certain clothes and putting on make-up, in turn others have good impressions of us!

This question brings up the concept that “perception is reality”. What we mean is that someone else’s perception of you is their reality and thus, correct.  You don’t get to control how others perceive you!  You can’t expect them (or wish for them) to perceive you otherwise, at least not at first.

But the better inquiry is how you perceive yourself. This is the starting point for our personal brand analysis, because if you don’t know how you see yourself, then how can you alter your personal brand to serve your goals and dreams?

It seems the entertainment industry is on board with this simple, yet powerful premise, too. I heard an interesting statement on Anderson Cooper’s show. Actor Blair Underwood (remember him from LA Law?) was speaking of appearing on the show “Who Do You Think You Are?”. He said the entire premise for him is, “How you perceive yourself impacts how you present yourself.”

Let’s unpack this statement. Your self perception plays 100% into how you present yourself and thus, how your personal brand is perceived by society. It really is all about self-care and self-love as the starting point.  If your self-perception was more loving and caring towards yourself, then you would show up and present yourself to the word in that same manner– everything from your physical demeanor (holding your head up high, shoulders back, dressing with intention and care) all the way to your gaze, stance, stride and, of course, your verbal communication.

So stop and ask yourself a few of the following questions in order to identify how you perceive yourself:

• Would you hire yourself given the way you show up today – based on what you wear, what you say, the kind of service you give clients/customers?

• Do you perceive yourself as: knowledgeable/an expert, friendly, helpful, caring, considerate, truly about your clients’ best interest, a “winner”, or someone on the sidelines of life/your profession?

• What words do you use to describe you? Look to your “self-talk” for answers here.

• How do you feel about yourself?  Your emotions are the gateway for how you perceive yourself and how others perceive you, as well.  Learning to identify and express your emotions will allow you to self-express more authentically and naturally.  In turn, the world will see you as you want to be seen because they will NO longer bill filling in the blanks for you.

Be honest with yourself when answering these questions – the truth may hurt. Discomfort allows you to grow. Let me know if you have any questions or need help with your answers.

Want more tips and support?

Attend the upcoming Serenity Summit: https://purisconsulting.com/serenity-summit-a-workshop-for-healing-and-self-discovery/

Sign up for a Degree of Influence Brand Assessment with me here: https://purisconsulting.com/brand-assessment/

 

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Do You Have “CEO Syndrome”?

Written by Katy Goshtasbi

Posted on: January 16, 2012

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We get to work with many brilliant and fabulous CEOs here at Puris Image.  Many CEOs work with us because they want to stand out and be even more memorable with their staff, colleagues and competitors.

Successful CEOs are truly dynamic people.  They are big picture thinkers who have extraordinary vision and follow-through.   However, over the years I’ve noticed a few common ways of being among CEOs that tend to adversely impact their personal brands if not kept in check. I call this “CEO Syndrome”.  Even if you are not a CEO, stop and think if you have CEO Syndrome.   If so, it could be negatively impacting your personal brand, too.

Often times, CEOs think so fast that they have moved on to the next ten items on the list/in their head before their subordinates have even had time to process the thought, much less understand it and note the action item to implement it.  The result is that in meetings or one-on-one CEOs may get impatient and upset with their staff who just can’t keep up.

Do you think and process faster than your colleagues and staff?  If so, are you patient and kind about understanding that we don’t all think and work at the same pace and that it doesn’t mean we are any less bright than you?

Another issue with many CEOs is their lack of love of people.  By the time they rise to CEO level, many people have been “in business” for many years.  Thus, they have dealt with more situations and human resource issues than the average person will ever encounter.  Add to this the fact that people always want something from the boss.  The result is that many CEOs are burned out of human interaction and have lost their drive to network and meet new people.  This means they don’t show up to places and when they do they may come across as a snob or untouchable.   This is a big personal brand killer.

As the boss/CEO, people want to be in your presence and get to know you and learn from you. They likely don’t rationally expect a one-hour personal chat, but they do expect some form of acknowledgment and interaction from you.

Are you tired of people and interacting with people? Have you lost your drive to get to know new people? If so, stop and consider that the one thing that a successful business owner/CEO has is the ability to connect with people and relate to numerous people.  Think of it as being a Hollywood star.

One of our CEO clients said it best, “So the more centered, calm and interactive I am, the more I come across as a good leader who is in charge and control of a successful business to my employees.”    Yes, that is exactly what a high impact personal brand is.  

 

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Self-Confidence & Leadership

Written by Katy Goshtasbi

Posted on: December 5, 2011

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I ended the last blog post with the notion of self-confidence. Specifically that people are attracted to someone with high self-confidence.   At Puris we use self-confidence, coupled with stress, as a big gauge to see how your personal branding is working.   The main result of our work with clients is that their self-confidence goes UP when we help them create an effective personal brand.

When you have high self-confidence, it means everything is working well for you, including your personal brand.  High self-confidence correlates to high productivity, high morale, reduced stress and effective behavior as an employee and a business owner.

It also is true that self-confidence is tied to effective leadership.  Leslie Pratch*, a clinical psychologist, headed such research at the University of Chicago.  Here she investigated the longer-term personality predictors of leadership.  The research found that there were definite gender differences involved with respect to being self-confident and being an effective leader.  Most notably for you and me, Pratch found overwhelmingly significant that women must have high self-confidence and self-esteem in order to be perceived as an effective leader.  Men on the other hand are more expected to be self-confident, so we don’t judge their leadership on self-confidence.

What does this mean for you?  If you are looking to grow your business or get promoted or just be taken seriously and noticed more- then you have got to be perceived in a leadership capacity of some form.  This means you must have high self-confidence and self-esteem.  A strong personal brand is based on high self-confidence.  The more you “get” your personal brand and develop it, the more your self-confidence grows.

No one wants to work with, promote, listen or follow someone who doesn’t appear, and is not, sure of themselves.  This is especially true if you are female.  So go out there and develop an effective personal brand to boost your self-confidence!

*You can read more on Pratch's study on her website, Pratch & Company.
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Watch Your Body Language Over The Phone!

Written by Katy Goshtasbi

Posted on: August 8, 2011

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Your effective personal brand is in large part about how you communicate who you are to your target market and clientele.  Given that 78% of all communication is non-verbal AND given  that we spend so many hours on the phone selling and working, having effective body language and posture over the phone is just as critical as having effective body language during an in-person meeting.

When we are going out to see clients or prospects or to a networking event, we spend time and effort (hopefully!) on our visual appearance.  We take time to (hopefully!) give ourselves a pep talk and get ready to be “charming”.  However, people notice and pay attention to your phone voice and tone, too.   So why shouldn’t you spend time getting ready to make phone calls, too?

Your posture and how you feel about yourself as you make or take a phone call speak volumes to the other party on the call with you.  I’ve run many experiments to test this theory. We’ve had people answer the phone in a less-than pleasant mood, while slumped over in their chair wearing pajamas.  The party on the other end of the call often times remarked concern and asked, “Is everything ok? You sound not well.”  Is this how you want to be remembered on the phone?

Remember:

  • Dress the part- while you don’t have to wear a suit to make a phone call, ask yourself if you’d be happy to be on a visual call while you are on the phone.  If the answer is “no”, then your phone voice and tone will resonate that same lack of self- confidence to the other party over the phone.
  • Smile as you talk.  Your smile will transfer non-visually into an effective personal brand for you over the phone.
  • Sit up straight in your chair as you talk on the phone.
  • Give your full attention to the party on the other line.  Shut down your email and do one thing at a time so you can do it well.
  • Uncross your legs so you are grounded and feel stable as you speak.
  • Listen and pause- don’t do all the talking.

 

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Effective Personal Branding and Customer Service- Southwest Airlines Case Study

Written by Katy Goshtasbi

Posted on: July 10, 2011

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I was recently with a client of mine who travels  a lot for work.  We were talking about her favorite airline and she mentioned how she loves Southwest.  As she started talking about Southwest, her entire demeanor changed- you could totally see her excitement and passion for the airline.  She was smiling and saying how much fun it was to fly again now that she had “found” Southwest. She had stumbled upon them when her preferred, major airline had left her stranded and given her no options or assistance. She had literally walked over to the Southwest counter, where they had booked her in about 5 minutes to her destination AND made her laugh.  After that, she was hooked. She gave up her zillion mile status and her first class seats- all to travel on Southwest and enjoy her constant trips.

To me, this is the perfect example of how the Southwest personal and business brands are a success.  It is all because of customer service. Southwest recently celebrated 40 years of business.  If you look at their mission statement (which my client knows by heart!)- it is a dual statement.  One part of the statement is devoted to clients and one to employees.  The client mission statement is:  “dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

Southwest has literally taken this mission statement and translated it into developing a personal brand for each employee that caters to customer service built on fun and quality.  This personal brand of “fun and quality service” is what my client, as well as many other travelers, remember most about Southwest.  The personal brand is very unique and sets apart the airline from competitors.  Who wouldn’t want good service and fun these days?

As we always say here at Puris, every successful business needs a personal brand that has a unique community service platform.   In terms of personal branding, Southwest has the community service component covered well, also.  According to their website, in 2009, Southwest Airlines employees volunteered more than 45,000 hours to charities across the country. To support these passionate employee volunteers, Southwest Airlines launched the Tickets for Time program. For every 40 hours their employees volunteer for a nonprofit organization, the benefitting nonprofit organization is eligible to receive one complimentary, roundtrip ticket on Southwest Airlines for fundraising or transportation needs.

According to my client, Southwest is “well-designed, yet casual and always has fabulous service”.  On their blog Southwest says that they are in the customer service business and just happen to fly planes.  This says it all, doesn’t it?

What does this mean for your personal brand and your business brand?  Nothing resonates louder for your personal brand and that of your employees than quality customer service done only to serve and create fun and joy in the lives of your customers.  Do you and your staff enjoy servicing your clients?  Is it fun or is it difficult?  Do you all put on your game face and “pretend” to be happy or do you mean it?  We can all see through any insincerity.  It never works.  Hire staff who really like what they do for you and your clients.  I hope you are running a business that you really love, too.

My client is a perfect example of how a business traveler with many options would leave the comforts of first class, priority boarding and extra legroom for good customer service and fun.  Is your customer service fun and effective?  If so, then so is your personal and business brands.

 

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Communicating With Aggressive Customers

Written by Katy Goshtasbi

Posted on: June 19, 2011

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As a business owner or employee, we all have this problem sooner or later: a customer becomes aggressive, and even hostile, during a business interaction or negotiation.  What should we do?

First, I can tell you what NOT to do from my years of personal experience and observation of others in action.  Rarely does it work to interrupt the customer and offer up reasons as to why they are wrong.  I see this technique happen all the time with my clientele when I am working one on one with them.   My clients often tell me they feel the need to try to stop the customer and make them feel better by giving them the correct version of what happened.

The problem here is that by doing so you are: 1)angering the customer even more because you have interrupted their rant/rave 2) offering up what sounds like poor excuses to justify screwing up, leaving a very poor personal brand of yourself for the customer and 3) showing the customer that you are not able to “confront” them and have an intelligent conversation with them.

When you encounter an aggressive customer, I recommend you do the following:

1. Realize this situation is NOT personal to you- the customer isn’t aggressive with you.  They hardly know you. They are aggressive with the situation and you just happen to be the face of the situation upon whom they can vent. They don’t know you. They don’t know you are a kind person and on their side.

2.  Allow the customer to fully vent or finish their cycle of aggressiveness- Of course, this makes sense so long as they are not physically threatening you. But 9 times out of 10, people just want to be heard.  If you just allow them to be heard, you have given them 90% of what they need and want in that moment.

3. Acknowledge their reason for being aggressive- no matter how nuts you think the customer is being, remember that to them their aggressiveness is very real and right. They may go home and realize they were a jerk, but in that moment they feel hurt and thus, aggressive.  Realize this fact and say something to acknowledge them as humans. It could be as simple as saying, “I totally understand how you would feel this way”.  This statement doesn’t mean you agree with them, but that you get them.

4.  Look them in the eyes and don’t let your gaze drift- holding your own and being able to confront a situation means being able to be with a person in that very moment and looking them in the eyes. I’m not saying stare them down. In fact, that is exactly what NOT to do. But looking with compassion into another human’s eyes, immediately deflates any tense situation. Non-verbal communication is at least 78% of all communication. So by holding a steady gaze, you are saying volumes without saying a word. In fact, a firm and compassionate gaze sets you up for a completely effective and confident and strong personal brand.

WHAT EXPERIENCES HAVE YOU HAD WITH AN AGGRESSIVE CUSTOMER? EMAIL US AND LET US KNOW.

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What We Can All Learn From “The Oprah Personal Brand”

Written by Katy Goshtasbi

Posted on: June 1, 2011

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When you stop and think of celebrities, you really get that their personal brand is what they have to promote.  That’s when people really understand the power of having a strong personal brand.  When you stop and think of Brand Oprah, you really get the power of a strong personal brand.

Coming from humble beginnings, Oprah Winfrey has managed to promote herself and her mission so well, we are often left awe-struck.  Along the way, via her show she has sold everything from books (Oprah’s Book Club) to Spanx, to Sprinkles cupcakes.  She consistently had “favorite things” shows where vendors donated their products in return for her genuine endorsements. It is estimated that when Oprah tweeted live on the air, US web traffic shares by Twitter increased by 24%. When Oprah offered free grilled KFC chicken, there were 10.2 million coupons downloaded for free KFC.  When she featured Spanx on air, the company sold 50,000 pairs of their product in three months. Get the personal branding power picture?

Whoever came on her show was likely going to sell and be a success afterwards.  Any endorsement made by Oprah carried some serious weight. This phenomenon is because Oprah was genuine and authentic. We were never in doubt about what her mission was with her show- to educate, inform, help charities and along the way build other businesses.  She knew who she was and thus, sold it well.  Whether you like Oprah or not, you have to respect her for her achievements.

As any great personal brand expert/marketer would do, she has expanded her reach constantly- from magazines (O Mag) to education. She has also stayed relevant by launching the careers of other experts who she liked- Dr. Oz, Nate Berkus and Dr. Phil, to name a few.  She has moved on now to the cable industry and we’ll see how her OWN Network does.

As far as personal branding and strong community service/charity platforms, Oprah is queen. Oprah’s Angel Network, a grant-making nonprofit has been operating successfully throughout Oprah’s career. In fact, fans of Oprah donated an estimated $80 million to the nonprofit alone!

Oprah’s personal brand is associated with celebrity, charity, education and successful launches of products.  What else could you ask for?

What does this mean for you?  Stop and learn from expert personal brander, Oprah.  You don’t have to be as big as Oprah to have an impact on the rest of us with your personal brand.  If you have a well-thought out, strong, confident, authentic personal brand where you help others you will have a positive impact on as many people as you can imagine. No one is too small or too unknown in my opinion. It all depends on how “big” you are willing to play in your life.

So step up to the plate, build a genuine and effective personal brand and play big in life! Others will appreciate you for it.

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Personal Branding Case Study: Ben & Jerry’s Ice Cream

Written by Katy Goshtasbi

Posted on: May 11, 2011

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A few weeks ago I was watching a biography on the founders of the successful ice cream brand, Ben & Jerry.  I think I’ve seen the show three times now. The reason is because Ben and Jerry’s story fascinates me AND serves as a perfect picture of what a quality personal brand can do for the owners of a business and for society as a whole.  Now I know you may be thinking this is just ice cream, but let me explain.

In a nutshell, Ben and Jerry began the company in 1978 with $14,000 in Vermont.  They grew the business tremendously and no longer own it.  However the in-between actions is what is text book personal branding, in my opinion.

As you watch the interview, you will see that what differentiated Ben and Jerry is that they truly seem to understand who they were as people BEFORE they launched their business.  This was key in establishing their personal brand and blending it in well with the business brand they built for Ben & Jerry’s Ice Cream.   They even mentioned in their interview that they wanted to be “genuine and real” always.  Look at all the names of their ice cream flavors- they represent Ben and Jerry’s personality and personal brands. Genuine and real is all we should ever strive to be.  This attitude and behavior is what people gravitate towards.

Here at Puris, we stress community service and we build community service platforms for companies.  Throughout their ownership of Ben & Jerry’s Ice Cream, Ben and Jerry seemed committed to supporting the local community and people of Vermont.  In fact, they even said that this was a huge part of their image within the company. Thus,  they used Vermont milk. To help the local Vermont sewage system, they supplied ice cream waste to a local pig farm.  There are many other examples of their community service.

In fact, their three part mission statement says it all- it includes a product mission, social mission and economic mission.  All of it centers around the environment and community. You can find their mission statement on their website.

So what’s in this for you as a business owner?  Remember, that your business is there to serve a purpose and to contribute a product or service to society. So often we forget we are here to serve others as business owners. This is the very reason the business fails- the personal brand is never developed: the owners never understand their reason for owning the business and contributing to society and never infuse their personality into the business.   To make matters worse, the business then sets out to “market” and develops into a poor business brand without any real values or community platform.

Instead, I encourage you to look at yourself as the owner. Do you understand how you fit into the big picture of your business? Do you understand your personal brand?  Then use your business to help your local community in real and tangible ways- regularly!  Your community will thank you and become huge supporters of your business because you care about them.  Pretty simple model- missed by most small businesses.

For the full story on Ben & Jerry, check out their website.

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