Still another common error is profiling only your top performers. Unless you profile your bottom performers as well, your information is invalid. If, for instance, your bottom performers scored same as top performers in a certain category, that trait could be an insignificant concern in hiring process. Yet, testing just top performers would narrow your field and decrease your chances of successful job matching. The benchmarking process is intended to improve productivity and performance but opposite can occur if certain variables in environment are not accounted for in ranking process. It will not be an effective benchmark if your top ranking performers are in a "flush" market - that is, where almost anyone could do a good job. Other environmental factors such as consistency of systems and procedures across all employees considered in benchmarking process may also have a powerful influence. If only half of your team is computerized, behavioral job description may not be same at all. Likewise, communication behaviors appropriate for supporting Sales & Marketing staff is probably quite different from doing that same support work for Auditing. A better method is to have those who work, manage and know position do an objective behavioral job analysis, starting 'from beginning' - that is, don't look at current people, but evaluate job itself. Some of newer tools on market make this exercise convenient (15 to 20 minutes), accurate and inexpensive. Once ideal behaviors are prioritized, job description becomes much easier to define and fulfill. This refinement also accelerates orientation process, greatly reducing that period of time it takes to "get feel" of a new job. Turnover is reduced, performance is enhanced.

"Not" is just a word - but as humans we usually have to experience something in order to understand what "not" to do something would be like.

I actually tried a headline out that simply said...

"Do Not Read This Ad..."

The response rate went up by almost 500% from previous headline I used!

What would you do if you received an envelope that had these words written on it...

"Do Not Open This Envelope"

I know what I'd do!

3. I Want It, I Want It, I Want It! If something is not readily available it increases in desirability and value. Just think about diamonds or precious metals. They're little more than pretty stones or shiny metals. We can create equally attractive jewellery without them yet people will put their life at risk, commit crimes and even kill people to acquire them.

If you are selective about who you choose to work with, people will attach much more value and pride to working with you. Harvard Business School understands this, DeVeers understand this, Ferrari understands this.

Harley Davidson actually turned its business around by creating an 18 month waiting list.

So tell people they can't have you and give them a positive (or aspirational) reason why and many will go out of their way to find a way of getting to top of your waiting list.

4. Polarity Responders Some people are habitual polarity responders. If you tell them to do something, they'll resist. If you tell them not to do it they'll go ahead and do it. In right circumstances we all do this polarity response. When you recognise it you can use it to devastating effect.

For instance if you get a prospect who's being really testy - saying things like "XYZ Co's prices are lower than yours! Why is that?" or "Why should I trust you?" worst thing you can do is try and give them a convincing answer. They'll just create a new objection. Here's what I'd do instead...

CUSTOMER: "XYZ Co are cheaper than you. Why shouldn't I just go with them?"

YOU: "You're right XYZ Co are cheaper than me. I believe you only get what you pay for but if price is an issue for you then maybe you should just use them instead."

CUSTOMER: "Why should I just trust what you say?"

YOU: "I don't want you trust what I've just said. I want you to consider facts and make up your own mind about which solution is right for you."

I'd urge you to practice these approaches in a safe environment first - ie where you're not too bothered whether you get a sale or not. Once you see how it works first hand then have some fun with it and trust yourself to use it tactic only when appropriate.

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