Improve Your Business Dealings with Improvisation

Written by Terrill Fischer


Continued from page 1

Always debrief by asking what happened. Inquire how they felt about having their ideas agreed with and expanded? Where they stopped themselves? This post-discussion can help everyone learn about how they collaborate with each other.

Improvisation also requires taking risks, which in turn requires tolerance for making mistakes. When you can embrace failure, you can openrepparttar door for better innovation. For example, you wouldn't want your airline pilot improvising on takeoff, but you might wantrepparttar 104508 airline to innovate and improvise in other areas, such as ticketing or baggage handling. Even zero-tolerance environments requirerepparttar 104509 skills of improvisation in crisis, as demonstrated byrepparttar 104510 Apollo 13 mission whenrepparttar 104511 team of astronauts and ground crew had to come up with an innovative solution to filter carbon dioxide out of their space module.

The lesson here is, you'll never have allrepparttar 104512 information you need to feel totally confident. You just need to leap ahead withrepparttar 104513 information you do have and trust you'll handle things as you encounter them.

A number of years ago after I had started learning how to improvise better, I was selling radio advertising. I was making a big sales pitch to a retailer on how we could help his business attract new customers. He didn't like my sales pitch and asked me: "What else have you got?"

At that point, I stepped intorepparttar 104514 unknown and started to improvise other solutions with him. After about 30 minutes, we had created a new, more exciting ad campaign for his establishment. As a result, I got even a bigger sale.

Had I argued with him, I'm sure I would have left with nothing, but by improvising in that situation, I realized there were more ideas to explore. Eventually I found one he liked and bought.

Another improvisational exercise, called "Freeze Tag," demonstratesrepparttar 104515 challenges associated with changing situations.

Two people begin to play out a scene. When one observer sees an opportunity to step in, he or she calls "freeze" and replaces a player by assuming his or her physical position. The new player restartsrepparttar 104516 action, takingrepparttar 104517 scene in an entirely new direction. Individuals must be open torepparttar 104518 opportunities inrepparttar 104519 situation and what they can offer to advancerepparttar 104520 scene forward. When a new person enters,repparttar 104521 person remaining must be ready to supportrepparttar 104522 new direction.

Finally, remember that life is like improv. It's a performance; make it a performance that you're proud to participate in. Be willing to take more risks, accept and advance others' ideas, and trust you'll know what to do. The magic of improv is it nurtures us as creative, connected human beings -- not because it increases your profits.

Copyright Inrepparttar 104523 Moment Productions, Inc. 2004 www.inthemoment.biz

Terrill Fischer is the Chief Entertainment Officer of In the Moment PRoductions, Inc., an Austin-based humor training and consulting firm. They can be reached at info@inthemoment.biz To subscribe to their free Communication Moments Ezine, visit www.inthemoment.biz


Lifetime Value Online?

Written by David Bell


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Many online businesses find themselves in serious trouble when they acquire customers based on a lifetime value calculation that simply never materializes as their customers click away torepparttar latest deal ofrepparttar 104507 day. In "Big Time Banner Advertising," it is recommended that a cost-per-order target be used instead of lifetime value. A cost-per-order or CPO target simply allows you to treat each order as a one-time event. By setting a CPO target, there is no guesswork as to what a customer may be worth to you inrepparttar 104508 future - you know exactly what customers are worth on a per-order basis. For example, based on your product margins and average order size, you may determine that $5 isrepparttar 104509 most you can pay for each order while still meeting your business objectives. This number becomesrepparttar 104510 CPO target for your marketing efforts. Marketing efforts that achieve this target CPO or better are "keepers" while those that don't get killed. A banner ad that costs $1000 and drives 250 orders is a keeper. A newsletter ad that costs $100 and drives 5 orders doesn't get renewed. By using CPO targets, you are relying less on "what may be" and relying more on "what is" to make your marketing and advertising efforts more efficient, effective, and profitable. I hope this helps in your future marketing decisions.

David Bell is Manager, Online Marketing, at http://www.wspromotion.com/ , a leading Search Engine Optimization services firm and Advertising Agency.


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