And what happened was remarkable. In less time than it took to grab a cup of java, a leader with a negative attitude shut down what was possible, encouraged more of the same old stuff, defended mediocrity and took the innovation opportunity out of the future.

• Leaders who lead with their ego on the line are not really leaders beyond their position
• One person can change the course of what is possible through their attitude towards others.  One of 2 things happens:  A cancer that will kill your organization’s potential or the power of an inspiring leader and the results they deliver.
• Challenging information to explore the possibilities is different than challenging information to limit possibilities.  Most of it happens in a person’s attitude towards change. And it is obvious to everyone in the room except themselves.

Look for change today that inspires something new to happen in your business.  And give it a standing ovation even if it is not the direction you will ultimately take.  Nothing positive comes from negativity.

8th Annual  Stevie ® Awards For  Women in Business

Stevie Award Winners to Be Announced in New York on November 11

PHOENIX – October 21, 2011 – Aspire was named a Finalist in the Most Innovative Company of the Year – Up to 100 Employees category in the 8th annual Stevie Awards for Women in Business.

The Stevie Awards for Women in Business honor women executives, entrepreneurs, and the companies they run – worldwide.  The Stevie Awards have been hailed as the world’s premier business awards.

Nicknamed the Stevies for the Greek word “crowned,” winners will be announced during a gala event at the Marriott Marquis Hotel in New York on Friday, November 11.  Nominated women executives and entrepreneurs from the U.S.A and several other countries are expected to attend.   The presentations will be broadcast live on radio in the U.S.A. by the Business TalkRadio Network.

More than 1,300 entries – a record for the competition – were submitted this year for consideration in 75 categories, including Best Executive, Best Entrepreneur, Women Helping Women, and Communications Campaign of the Year.  Aspire is a Finalist in the Most Innovative Company of the Year – Up to 100 Employees category.

“Nothing happens without action!” says Renie Cavallari, CEO and Chief Inspiration Officer of Aspire, offering congratulations to her team.  “This nomination represents all of our hard work and efforts and we are honored to be in the company of so many great leaders.”   Aspire has focused their energies to strengthen leaders and organizations through hands-on learning programs, customized to meet their clients’ unique needs during this tough economic era.

Finalists were chosen by business professionals worldwide during preliminary judging.

Members of the six final judging committees will select Stevie Award winners from among the Finalists during final judging.

“Women entrepreneurs and executives continue to innovate, excel, and impress,” said Michael Gallagher, president of the Stevie Awards.  “Regardless of general economic conditions, the achievements of women-owned and –run organizations around the world remain high, and are reflected in this year’s impressive body of Finalists.”

“Today, more than ever before, it is leadership that is core to revenue generation strategies,” says Cavallari.  Combining research with her own experience, she defines new requirements for effective leadership capable of increasing revenues and retention during any economy.  Aspire’s 21^st Century Leadership Revolution is a combination of systems, strategies and tools global leaders are using to transform their organizations.

At http://www.aspireleadership.com leaders can receive complimentary support. They can take the 21st Century Leadership Quiz to see if they are “able to identify the competencies needed to effectively lead in today’s business environment.” They are also able to receive a free weekly dose of Cavallari’s Leadership Tips.

Details about the Stevie Awards for Women in Business and the list of Finalists in all categories are available at www.stevieawards.com/women.

About Renie Cavallari and Aspire

Aspire is an award-winning international consulting company that has trained some of the world’s top corporate leaders. Renie Cavallari is a much sought after keynote leadership speaker held in such high esteem that she has retained over 90% of her business clients during her 20-years-plus career.

More information about her new book, CD, keynote speaking and leadership training is available at: http://www.aspireleadership.com

About The Stevie Awards
Stevie Awards are conferred in four programs: The American Business Awards, The International Business Awards, the Stevie Awards for Women in Business, and the Stevie Awards for Sales & Customer Service.  Honoring organizations of all types and sizes and the people behind them, the Stevies recognize outstanding performances in the workplace worldwide.  Learn more about the Stevie Awards at www.stevieawards.com.

Sponsors and supporters of the 8th annual Stevie Awards for Women in Business (as of October 12) include the Business TalkRadio Network, Coloredge, Infogroup, KeyBank | Key4Women, Melilea International Group of Companies, SDL, and Smart Reader Worldwide,

Contact:

Sherrie Nattrass, Aspire Public Relations
Phone: (480) 380-3053
E-mail: sherrienattrass@msn.com

SOURCE Aspire

###

Steve Jobs

1955 – 2011

employee retention

With the current economic realities and the endless need to attract and retain top performing people, how do we live in the same space?  How do we realistically balance the benefits for employees against the rising costs of doing business and simultaneously attract and retain the best our marketplace has to offer?

My response is to think about what supports your Community culture and you will find creative ways to give to your people, cost effectively and competitively. Remember that the cost of losing an employee can be 100-200% of their salary, according to the Harvard Business Journal. So keeping your people is the most cost effective solution. How does building a Community and aligning your culture play a part?

When your people feel a part of something that represents a higher purpose than themselves, they work and think differently, including not rushing off to the grass that is never really much greener. This is especially true if you offer a great place to work!

Benefits are a compliment to the culture where people work. Have you ever worked in an environment that felt negative and unappreciative? It doesn’t matter what wages and benefits you are offered in this environment, at some point people will jump ship… the water is just too “turbulent.”

So how do you integrate Community and Employee benefits?

1. Constantly reinforce and acknowledge your people and what their work is truly doing. Housekeepers aren’t cleaning dirty rooms; they are creating a sanctuary for each guest who enters a room to feel comfortable and at peace. Your housekeeping checklists help you with the process and your powerful culture gets your people aligned and fired up. This costs nothing and gets you everything!
2. Benefits are an expensive reality and without them your talent may go down the street. You can surely bet that your talent will leave if they don’t feel a part of your Community and a competitor steps in offering them a better benefits package. So how do you offer benefits that don’t position you to go broke and support your culture? Get creative!

Here are a few ideas worth considering:

1. Make sure that you offer benefits that support your vision, mission and values. If you are going to reward people for performance and good behavior, have it be directly related to one of these key components. Reinforcement of what you are truly delivering not only gets it delivered, it makes you money.
2. Find ways to recognize people every day and tie the recognition and your comments back to your culture. Be specific. Don’t make it hard to be successful.
3. Think about benefits in four areas:
   1. The Basics:
      • Health insurance
      • Vacation
      • 401K
      • Holiday pay and the like
   2. Training & Development:
      • Share what your training costs are per person and how this training will shape their lives as well as improve their work for you and themselves into their future. Training is a gift an employee takes with them along the work journey. Helping them understand its importance and cost shows you care enough to invest in them.
      • Executive coaching
      • Detail their training benefits as part of their compensation package.
   3. Beyond the Basics: (you can trade many of these out with local vendors)
      • Offer free group health club trainer sessions.
      • Have a nutritionist come in and talk about how to stay healthy through the foods you eat.
      • Offer free hair cuts so your staff has time for grooming and doesn’t have deal with it on their days off.
      • Have a personal shopper come in for your managers and share how to look like a pro on a budget.
      • Offer on-property or discounted child care services.
      • Pay for bus passes or other transit services.
      • Free massages
      • Free tickets to nearby family attractions or movie tickets.
   4. Quality of Life Support:
      • Extra vacation days
      • Retirement planning
      • Savings and Banking
      • College Savings Plans
      • Life Insurance Planning
      • Adoption Assistance
      • Non-profit Gift Matching

You must start your employee recruitment and retention strategy with Community alignment and then select benefits that support your culture. Change it up especially in the “Beyond the Basics” area and you will keep them working harder for the purpose you have established, they will be happy to do the work and stay around. We all know people hate change, so if they keep leaving it’s because it isn’t worth staying.

If you think employee benefits are expensive, take a look at your employee recruiting and retraining costs.

Renie Cavallari is CEO and Chief Inspirational Officer for Aspire, an international training and consulting company positioning organizations to achieve optimum performance. Aspire provides innovative learning, strategic marketing, leadership training and cultural alignment for increasing revenues, growth in market share, a re-energized sales force and lasting changes in attitudes and outcome. Founded in 1995, Aspire has headquarters in Phoenix with a network of inspiring professionals across the country.

For more information on employee retention programs, visit www.aspiremarketing.com or e-mail Renie directly at renie@aspiremarketing.com or call Aspire at 602-392-0700

Isn’t it Time to Think Differently?

There are a lot of exciting products out there that can teach us how thinking differently about customer service and hospitality training opens up new revenue opportunities and even a blue ocean or two. 

Aspire is always looking for smart revenue generation strategies and products that look at the same old stuff and do it differently.  Recently, we went on our monthly let’s go have some fun outing and visited a new movie concept that takes an old idea and makes it smarter and no doubt more profitable. 

IPic Theaters has taken the idea leaving the house to catch a movie exciting again.  With their reclining chairs, drinks delivered to your seat and a menu that features good, easy to eat foods, you get to watch the movie with all the comforts of home plus enjoy a fabulous oversized screen, surround sound and someone else taking care of you. They even deliver your popcorn for you!

And they don’t stop there.  As you exit there is an upbeat, “honey, let’s grab a drink”, lounge that screams come on in with its hip feel and energizing vibe.  Not to mention it leverages convenience as you are already parked, you’ve enjoyed your movie and are in the mood to keep the fun going.  SMART.

Another smart idea is the Southwest priority boarding program.  For $10 you get early check-in so you don’t need to do the count down to the 24 hour get your boarding number hassle.  It is pure profit and everyone is happy.  SMART.

Now US Airways has tried to do their own version with charging an additional $10 or $20 for seats they deem in demand when you are buying your ticket and selecting your seat.  And it just ticks me off.  I immediately ask myself if I am paying $287 for this ticket why don’t I just get the seat of my choice and why show me all those empty seats they can’t seem to sell!  The idea is smart…and the execution is NOT.

Hotels need to think differently as well.  What services can you sell prior to arrival?  How do you leverage your booking engine to upsell?  Something as simple as a “you have arrived” snack box or a signature amenity that can be easily booked in advance.  Or airport friendly foods in convenient packaging for the departing guest.  Is this obvious to anyone else? 

If you have a pool, why not try a pool membership for locals?  You get activity, food and beverage sales and the fact is, most hotel pools are dead and certainly don’t make money.  If you were running a social pool business you would think differently.  As most hotel teams see it as a guest amenity they tend to just accept that it isn’t a revenue generation source.   

The same holds true for your restaurant.  If you have one, then you already have a chef and all of the resources of any standalone restaurant. These resources are substantial, yet because hotel restaurants are perceived as not needing to stand on their own, no one looks at this as a real revenue source.  Think about the lunch and dinner takeout opportunities in your neighborhood.  If you have wireless and you make it loungey vs. the look of a traditional hotel restaurant, you might draw in the local morning crowd.  How about outside catering?  If you can do weddings then you can also rent a truck and do offsite catering as well.

THE POINT:

Today your managers need to think differently about revenues.  Look at your hotel and its business units and consider their revenue generation opportunities.  Of course you should leverage the in-house guest; and, it is time to think about each business unit as a standalone entity. The possibilities will be bigger than you think.

Aspire is an international training and marketing company positioning organizations to drive sales, specializing in:

• Innovative Training. Sales. Leadership. Reservations. Spa. Coaching Skills.
• Cultural Alignment. Team Building
• Re-energizing Organizations. Strategic Planning.
• Sales & Marketing Consulting. Revenue Optimization. Positioning. Branding.
• Customer Service Culture. Customer Service Training.
• Awakening the Passion within People & Organizations.

 Founded in 1995, Aspire has headquarters in Phoenix with a network of inspiring professionals across the country. www.aspiremarketing.com

For more information on how to improve sales and leadership even in challenging times talk with Renie directly at renie@aspiremarketing.com or call 602-392-0700.

Preorder my new book aspire…to be: Leadership Tips – Inspiring What Matters at aspiretobe@aspiremarketing.com

Available May 2011, softcover, 106 pages with DVD, $15.00 + $1.99 shipping within the USA

Renie Cavallari is a regular contributor to Hotel Management magazine, in which this article first appeared (April, 2011).

You have to know how to talk to a woman to be able to market to her!  Marketing to a woman is about communicating with her from her perspective, taking into account her realities and needs.  Waste her time and she will walk.

• Women care about who they buy from – your reputation, your community involvement, and connection to the people performing your customer service (engagement) are all important.
• Women look beyond the product.  Quality is the minimum expected standard.  How you deliver service and what you do to recover in the event of a service failure are vital.
• Women use the same products and services for both home and business. Get them as a business guest and they will become a social guest (marketing strategy).
• Women use the internet to buy.  Use research to connect with them through this channel.
• Keep the message and purchasing process SIMPLE.
• Customer Service at every point of connection is how they view the value of your property.
• Don’t nickel and dime them.  The resort charge may be a clever ancillary revenue strategy and it is a major disconnect for the women buyer.  Make it clear up front and if it is so they can use the pool and the facilities they will challenge what they are paying $300 per night for.

Someone once said that talk was cheap…I promise you it wasn’t a woman.

Preorder my new book aspire…to be: Leadership Tips – Inspiring What Matters at aspiretobe@aspiremarketing.com

Available April 2011, softcover, 106 pages with DVD, $15.00 + $1.99 shipping within the USA

Sales Training Tips - Get your marketing message to stick. Know that women buy from their hearts. Ways to tap into her heart:

1. Know your objective:  Are you trying to create awareness, stimulate trial, and increase intent to return?
2. Understand how what you have to offer will move her emotionally.  What is important to her? What makes your hotel easier, better, more valuable, unique, important and how will she experience that?
3. Connect. Connect.  Connect.  Show how your hotel, package or the like tie to her interests and needs.  Make it easy to relate
4. Get emotional.  Women buy on more than price and convenience.  They are shoppers as a trait and they like the feelings associated with buying.
5. Be real. Women don’t have the time or patience for the boloney.  They want the truth and know that if you lie they will find out and talk…negative talk from women will prove very expensive to your top and bottom line.

For more ideas about targeting the womens’ market, follow this blog and then join me for my workshop April 5, 2011: What Women Want: Capturing the Woman Buyer Boot Camp – Details at:  http://aspiremarketing.com/Workshop-Schedule.shtml  or call Aspire Marketing at 602-392-0700 or email me: renie@aspiremarketing.com 

Preorder my new book aspire…to be: Leadership Tips – Inspiring What Matters at aspiretobe@aspiremarketing.com

Available March, 2011, softcover, 106 pages with DVD, $15.00 + $1.99 shipping within the USA

Why does this matter to you and your sales training and customer service training efforts?  Women are loyal and when you deliver, they are a dream come true.  If you want a customer for life, start targeting women.

Marketing TIP:  women over 40 is our fastest growing segment. If you don’t capture them, it is almost impossible for your brand, whether it be your individual hotel or the entire brand at large, to grow.

Today, women are well educated,  marry later than ever before (or never), and they spend their own dollars as well as that of their partners.  Women will drive farther if they trust the product and it can be any product.  Recently I drove past 4 jewelry stores to go to “the one I trust”’, just to have my jewelry cleaned.  A male friend of mine thought I was crazy.  “They are cleaning your jewelry, who cares?”  I care and I remember how they helped me last time, how they connect with me with each time I visit and how nice they are to my 9 year old when she is with me.

Who cares?  Women care.  And women talk.  That is why they visit consumer generated web sites like Trip Advisors. They care what others think and they will share their experiences and alert their friends.  Understand that your reputation is a major part of a woman’s buying decision and if someone else questions your reputation, women will question it too.

For more ideas about targeting the womens’ market, follow this blog and then join me for my workshop April 5, 2011: What Women Want: Capturing the Woman Buyer Boot Camp – Details at:  http://aspiremarketing.com/Workshop-Schedule.shtml  or call Aspire Marketing at 602-392-0700 or email me: renie@aspiremarketing.com 

Preorder my new book aspire…to be: Leadership Tips – Inspiring What Matters at aspiretobe@aspiremarketing.com

Available March, 2011, softcover, 106 pages with DVD, $15.00 + $1.99 shipping within the USA

Some key perspectives around women, trust, and loyalty. Women believe:

• If I trust a brand I will recommend it – 83% belief factor
• Selecting a brand I trust saves me time – 75% belief factor
• Selecting a brand I trust makes my life easier – 72% belief factor
• I am willing to pay more for brands I trust – 70% belief factor (for example, I never forget when you “take me for a ride”.)
• If I trust a brand I am more likely to try its new products and services – 78% belief factor

For marketers, know that trust is central to loyalty for women and your customer service training should include ways increase trust in your organization and its products. While advertising generates buzz, women generate talk - and a lot of it. Women recommend a product they believe in three times more than men. “Woman talk” is the most important way of generating referrals and building sales.

Follow this blog for Part 3 of What Women Want – treat us right to capture and keep our business.

Join me for my workshop April 5, 2011: What Women Want: Capturing the Woman Buyer Boot Camp – Details at:  http://aspiremarketing.com/Workshop-Schedule.shtml  or call Aspire Marketing at 602-392-0700 or email me: renie@aspiremarketing.com

Preorder my new book aspire…to be: Leadership Tips – Inspiring What Matters at aspiretobe@aspiremarketing.com

Available March, 2011, softcover, 106 pages with DVD, $15.00 + $1.99 shipping within the USA

Women are responsible for 83% of all consumer purchases.

• 92% of home furnishings
• 92% of vacations
• 91% of all homes
• 51% of all consumer electronics
• 60% of all car purchases (they actually influence 90%)

FACT: The Earth’s largest economy is women, spending approximately $5 trillion!

To capture the “woman buyer” you have to understand the female psyche. Women live with a “never-ending to do list” according to my friend, John Gray, and this pressure to get that list under control triggers stress. A stressed-out woman, which I can say is me and most women I know!, is low on patience around poor service, out of inventory stock and is unhappy with hidden costs (resort fees, hidden fees, high shipping costs, etc.)

Regarding the internet, women shop the Internet more than men.  They shop for convenience (especially retail products) on the internet and go into a store for service.  If your customer service training doesn’t support a positive experience, is inefficient and/or  products are just not available they will look for another alternatives (probably your competition).

In terms of vacations, women like to comparison shop hotels/resorts on both the internet and through reservations.  Regarding the telephone, women have a tolerance level of 9 to 11 minutes talk time.  If your reservation sales training is not customer focused, gives no real picture of the value they are gaining and is not personally connecting, women will likely move on.  We just don’t have the time for you to figure it out!

If you want to capture the womens’ buying market you must:

1. Make buying easy, whether it is on the phone or via the internet – on hold and slow systems will move us to another option.  Respect our never-ending-to-do list!
2. Share the value – we want to know that we are getting the best value for our money.  Research indicates that women tend to focus on short term finances and purchases must easily demonstrate the value proposition your product is offering.

Follow this blog for Part 2 of What Women Want-Women and Loyalty and the tie that binds us to your product. 

Join me for my workshop April 5, 2011: What Women Want: Capturing the Woman Buyer Boot Camp – Details at:  http://aspiremarketing.com/Workshop-Schedule.shtml  or call Aspire Marketing at 602-392-0700 or email me: renie@aspiremarketing.com

Preorder my new book aspire…to be: Leadership Tips – Inspiring What Matters at aspiretobe@aspiremarketing.com

Available March, 2011, softcover, 106 pages with DVD, $15.00 + $1.99 shipping within the USA