In Praise of a Liberal Arts Education

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I am still basking in the afterglow of another reunion weekend with the Franklin & Marshall College Class of 1986. What a great group of people—each reunion I am reminded how much I enjoy reconnecting with my classmates—learning how we have grown into ourselves, reminiscing on our shared experiences. These are ALL smart and accomplished people who have found ways to live lives of meaning and substance.

As I approached the weekend, I contemplated the value of my educational experience. We've seen some backlash over the sky-rocketing cost of higher education, and the kind I received—at a small, elite liberal arts college—is expensive, no doubt, but I still find so much value in not just the classes I took, but in the nature of the institution and, in particular, the type of learning—a liberal arts degree. I'm thrilled that my oldest daughter is attending such an institution and that we are once again making the tours of similar schools for my youngest.

So much ink has been spent in recent years on the way colleges prepare students for careers, it seems to miss the point that what we really need to prepare them for is life. Jobs come and go—I can attest to that personally, but you only have to look at national statistics to discover that the job you have today may not exist in five years. With the rate of technological change and globalization, the job you DO have in five years may not even exist today. So how do you prepare a student for that?

In this recent article in The Atlantic, Yoni Applebaum writes, "Students are clamoring for degrees that will help them secure jobs in a shifting economy, but to succeed in the long term, they’ll require an education that allows them to grow, adapt, and contribute as citizens—and to build successful careers. And it’s why many schools are shaking up their curricula to ensure that undergraduate business majors receive something they may not even know they need—a rigorous liberal-arts education." This is the kind of well-rounded education that I had—instruction in the classics, language, religion, science, literature, mathematics, history—a broad ranging curriculum that emphasizes close reading and writing and engenders critical thinking...critical thinking—"the objective analysis and evaluation of an issue in order to form a judgment."

As an English and American Studies major, my professors helped me hone my critical thinking and communication skills—especially my writing. They encouraged discussion and careful thought, and, along with my classmates, improved my vocabulary. Because when you are careful about the words you choose, you raise the level of discourse, because a thoughtful approach leads to deeper conversations. We seem to be faced with a backlash against this kind of intellectual discourse, a tendency to dismiss it as elitist. Yet we should admire individuals who read great works of literature or study ancient philosophies and history, who strive for excellence in scientific experiments and the arts, attempting to apply the vast accumulated knowledge in the world to solving problems and to understanding the complex nature of human experience. Our national discourse is missing much of this context—we can be and are better than the sound bites we see on TV. We no longer seem to require that our political leaders be able to clearly articulate their policies. In some ways we have fallen victim to "celebrating mediocrity" as Mr. Incredible says to Elasta Girl. Catering to the lowest common denominator, rather than challenging ourselves to be better.

The courses I took in college were varied—most were good, one or two were terrible, and several were truly remarkable learning experiences. But taken as an entirety, they merely scratched the surface, the bedrock for the continued learning to come. Yet they prepared me for a broad-ranging career. In college, I found the beginnings of my voice. I learned to articulate a position by finding or creating the data to support it; I learned to read closely and to write; as one of the first classes to have Macs on campus, I learned to embrace technology to enhance my learning experience; I learned how to research a subject using primary and secondary sources; I learned how to take that research and develop a compelling thesis; and, as a four-year athlete, I learned the value of teamwork.

I celebrate my college experience for its depth and breadth. For giving me a foundation that I continue to build upon in fits and starts. For giving me confidence when faced with professional and personal challenge. For bringing me into contact with truly remarkable teachers, a few whose advice I continue to seek out to this day. And for introducing me to the class of 1986. We are smart and accomplished, committed and caring. Fun-loving, wickedly funny, more and more daring as we get older. I learned not just from my professors, but from my classmates. And that is the very essence of a liberal arts education. My best friends were college classmates—that's the other value I put on my college experience. I rounded out my education by gaining the love and friendship of smart people who I admire and who have challenged me to continue to strive to be worthy of their friendship.

Giving More

Exceptional Customer Service

In a recent conversation with a prospective client I asked, “How’s your customer service record?” “Great!” He said. Then he followed up with, “We ask for feedback through surveys about four times a year.” Music to my ears…

We all assume we are providing great service, but unless it's measured or quantified, we shouldn’t make that assumption. And the divide between what we think we’re doing and our customers’ perception can be very wide. For any business, customer service has a powerful effect on the bottom line, but for those of us in any kind of service industry it can make the difference between keeping a happy client and losing them. And don’t assume that just because you haven’t heard anything negative from customers that everything is peachy—many times clients will just quietly drift away if they aren’t fully pleased.

If your business depends upon word of mouth (and whose doesn’t) your highest marketing priority should be to create the very best experience for your clients. Before you spend money on fancy new websites, email campaigns, video production, or publications, assess the level of your customer service. If you’re not taking care of current clients, you are wasting marketing dollars attempting to capture new clients. Consider your client’s journey as part of the sales process and be sure that you are providing a positive experience through that path. From the first contact through sale and even in conflict resolution, aim high in this area.  So start off the new year by converting your current clients into evangelists for your business through exceptional customer service.

If you haven’t done so, figure out where you stand with customers. Ask them how you’re doing. Then LISTEN to their answers. There are a number of methods to use:

  • Surveys
  • Focus Groups
  • Observation
  • Point of Sale
  • Customer Service
  • Social Media
  • Communities and Groups
  • Email and Web Forms

Choose a few methods that work for you and regularly check in with clients. In addition, follow up with them periodically and especially during and after completing a major project—get their impressions while they’re fresh and address any issues that come up proactively.

Once you know where you stand, make an effort to move the needle and offer better service for 2016!

 

Cultivating Connections

Whether you’re creating new business opportunities, fundraising for an organization, or simply networking, there are some valuable traits for cultivating relationships. As a follow up to my last post on prospect calling, here are some thoughts on building professional relationships that last by someone who knows her business.

Many of the transactions that need to take place between clients or donors and organizations need to be based in trust, essential for establishing a foundation for the work that follows. Increasingly, that involves a less formal relationship. Driven by the casual nature of today’s technology, including social media, texting, and even email, establishing an honest balance between professionalism and familiarity can be challenging. But you need to find that balance to create the trust. Because without this foundation, there won’t be a transaction and that’s the true goal of cultivating prospects.

For many of us this stewardship is an ongoing process, the life-cycle of this relationship is long­–often years–so how do you keep yourself relevant and compelling as you move your prospects through the process of supporting your organization or business?

1. By being “pleasantly persistent,” as Bonnie Cox says. Cox, a twenty-year veteran fundraiser, uses all of the tools available to her, but relies on her ability to tell the stories of her organization through the real relationships she builds with her prospects. Through social media, phone conversations, emails, and texts she shares news and updates, visits and encounters with alumni.

“Do you have
      a
moment to talk?”

2. Cox often opens a conversation with, “Do you have a moment to talk?” Getting that first “yes” is an important step in the process. Keeping her language positive is another piece of the puzzle. But asking them to share their experiences with her institution is the most crucial piece. These anecdotes combine with contemporary examples of teaching and learning taking place at the college. They become the stories she shares with other prospects, creating a compelling portrait of a common narrative. And forging the circles of connection with alumni allows her to build a case for making the organization a philanthropic priority. That case is often shaped through her ability to make a connection between a donor’s interest and the institutional priorities of the organization.

3. This kind of personal engagement requires meeting prospects on their own turf, in their own time. It’s not a 9-5 job in the real sense. “If a prospect calls me on the weekend or the evening, it’s because that’s when they have time and it’s important to be available to them on their time. I often respond to texts, voicemails, and emails on the weekends for that reason.”

There’s always a case to be made for supporting your work with data, for creating messages that are mission-driven, and for relating the exceptional work being done at the institution to drive support. But it is often the stories of challenge and success–creating a shared narrative–that motivate giving.

And, after 15 years in the same institution, many alums rely on Cox as their conduit for information about the college, welcoming her calls as they would a friend. That’s the sweet spot in cultivation and stewardship, because she often feels the same way.


The Fine Art of Prospect Calls in 5 Easy Tips

prospect-calls

It takes a certain personality to be comfortable with "cold" calls. I have a client whose work relies on his ability to get out there and generate business–the old fashioned way, face-to-face, hand-shake to hand-shake. For most of us, though, our prospect calls are "warm" leads–individuals and businesses who know our work or organization or who were referred by friends. These are people who clearly have a connection with you or your organization, whether through a friend, an affiliation, or simple awareness. Success at conducting these kinds of calls often has to do with that personality trait–a type that enjoys talking with people and is able to articulate their purpose. Making prospect calls certainly isn’t rocket science, but sometimes it’s helpful to review your process before picking up the phone.

I recently spoke with Tim Kennedy, a professional in the financial services industry with 25 years of sales experience, and Bonnie Cox, a 20-year veteran in fundraising. Both of their positions require a great deal of phone prospecting. Here are some of their tips:

1. Set a goal. For the year, for the month, for the week, and especially, for the call. For both Kennedy and Cox the call itself was about getting a face-to-face meeting, so keep it that simple.

2. Know what you’re going to say.  Write it down and practice it so that you can deliver it naturally. Some people like scripts, some people prefer guidelines. Whatever your preference, DO rehearse. In the mirror, to a friend, by recording yourself. Cadence and tone make the difference between whether you come across as competent and professional, genuine and credible.

Kennedy’s advice, “Do what you need to do to be comfortable dialing the phone—close your door, go to your car, find the spot that allows you to make the call smoothly. Your lifeblood in this kind of work is your ability to pick up the phone and make the call.” Cox agrees, adding some advice she received from a former supervisor, “If you have a difficult call to make, stand up. It places you in a power position.” She also recommends the axiom “smile and dial,” saying, “I believe people can hear the smile in your voice, so why not start the conversation on a positive note?”

3. Prepare to leave a message. Know exactly what that message is. If you are referred by a friend or colleague, mention them. Say your name and number at the beginning and end of the message and ask for a call back. Tell them your next step: “If I don’t hear from you by the end of the week, I’ll call back next week.” Then do it.

4. Do your homework. Research the prospect. If they’ve been referred to you by a friend or colleague, ask about their circumstances as it relates directly to their readiness to act—What do they do? Did they just get married? Are they expecting children? Are they in a new position? Are they planning for an upcoming retirement? Review their linkedIn profile, their company, any web presence they have. Knowing these details allows for a natural flow to the conversation and an opening to discussing their needs.

5. Track your progress. Use a CRM, a calendar, a spreadsheet. Some jobs require you to use a specific tool to track your progress. Whatever tool you choose, use it. Tracking keeps you honest and on target for those goals we talked about in tip #1.

For an answer to the challenge of how to get people to pick up the phone, both Kennedy and Cox have a tactic worth considering—texting. Both of them related that often their prospects respond to a text before a voicemail or email. Once the connection is established, there is an opportunity to make a phone call to complete the action because the other party is already engaged.

I asked both of them exactly how technology has changed how they do this job. Kennedy said, “It has increased the volume of work that I can do. I find that the tools that I have—smartphone, computer, web-based calendar—really ramp up how much I can get done in a day.” Cox confirms this, but adds that she always tracks her appointments in an old school paper calendar or datebook. “When the computer goes down, nothing beats paper and pen.”  

Ultimately, effectiveness in making prospect calls has a great deal to do with the intersection of volume, personality, and persistence to get to that sweet spot of success. More about persistence next time...