Wasting Leads…

Often I see companies spend a fortune on marketing efforts and assets in order to produce leads for the sales team but then almost zero support for the sales team to take it from a “lead” to a “close”.

Think about this for a second — if you’re investing money, time and resources to produce a lead but then don’t equally invest in the lead itself from the sales side to help get it completed so it results in revenue, then the cost of the lead becomes a fortune due to waste.

If you could capture 10% more from the leads that you’ve produced but didn’t close, you could offset that loss and capture revenue that’s just sitting there.

This is the main reason we came up with the campaign strategy. Our mission is to support the sales team through the sales process and buyer’s journey, step by step, to arm them with the right thing to say and send at the right time.

Go survey your sales team and I assure you they’ll attest that they could use help with assets that give them an excuse to follow-up, methods to persist and tools that deliver the right communication at the right time, making their life a lot easier.

So the objective is to think about leads as a completed cycle from end to end – not just from marketing but continued through to sales until a completed transition takes place.

Here’s a video that illustrates this point youtu.be/9gEv_bkP3cg

A campaign is included as part of our strategic relations program as well youtu.be/pSua3hOZd9s

If you feel the above describes what you’re hitting up against, let’s discuss a campaign strategy:



Have a great Thursday!

— Robert

PS. I launched a publication on Medium to post my blogs and would love to have you follow it there medium.com/work-life-journal

PPS. Here’s a guide we created for how to use video to increase sales www.richterstrategy.com/guide

What It Takes To Win

What it takes to win

Every now and then a great leader comes along. Someone who can compel people and inspire them to achieve greatness.

Sometimes it’s all you need. A few words articulated just the right way that drive you to take action.

Vince Lombardi is one of the greatest coaches and leaders of all time.

I read his speech on what it takes to win and shared it with my team and thought I’d share it for you.

“Winning is not a sometime thing; it’s an all the time thing. You don’t win once in a while; you don’t do things right once in a while; you do them right all of the time. Winning is a habit. Unfortunately, so is losing.

There is no room for second place. There is only one place in my game, and that’s first place. I have finished second twice in my time at Green Bay, and I don’t ever want to finish second again. There is a second place bowl game, but it is a game for losers played by losers. It is and always has been an American zeal to be first in anything we do, and to win, and to win, and to win.

Every time a football player goes to ply his trade he’s got to play from the ground up — from the soles of his feet right up to his head. Every inch of him has to play. Some guys play with their heads. That’s O.K. You’ve got to be smart to be number one in any business. But more importantly, you’ve got to play with your heart, with every fiber of your body. If you’re lucky enough to find a guy with a lot of head and a lot of heart, he’s never going to come off the field second.

Running a football team is no different than running any other kind of organization — an army, a political party or a business. The principles are the same. The object is to win — to beat the other guy. Maybe that sounds hard or cruel. I don’t think it is.

It is a reality of life that men are competitive and the most competitive games draw the most competitive men. That’s why they are there — to compete. The object is to win fairly, squarely, by the rules — but to win.

And in truth, I’ve never known a man worth his salt who in the long run, deep down in his heart, didn’t appreciate the grind, the discipline. There is something in good men that really yearns for discipline and the harsh reality of head to head combat.

I don’t say these things because I believe in the ‘brute’ nature of men or that men must be brutalized to be combative. I believe in God, and I believe in human decency. But I firmly believe that any man’s finest hour — his greatest fulfillment to all he holds dear — is that moment when he has worked his heart out in a good cause and lies exhausted on the field of battle — victorious.”

Coach Vincent T. Lombardi

I hope this inspires your work this week.

— Robert

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Follow me on Medium and Linkedin and be sure to check out The Quarter Show on YouTube.

PS here’s the speech from the Vincent Lombardi site

It’s What You Do In The Storm

Gauging people is tough. Most people present well in perfect conditions. Many people look great on paper for perfect conditions but the team you want is the team you’d take with you in the storm — because there will be a storm.

I don’t want the person who’s good in calm waters — I want the person who can manage, navigate, collaborate and cooperate with their teammates in rough water.

I want the person that you know will be there and can hold the line for their job to be a stable terminal for others when things get hairy.

That’s who I want and that’s who I want to be for my teammates.

When you look at who’s on your team or who you’re looking to bring on — do you have people that you fully trust to weather any storm? Will they be there, shoulder to shoulder until you make it through, or will they buckle, complain, become a problem and be unreliable in the midst of it?

This is important because in business, you’re going to hit various stages – some calm, smooth sailing and some rough, high seas with torrential downpour…

Ultimately, the difference comes down to how you execute and that comes down to who you have on board.

You must be absolutely certain that the team members you have are people you can trust in any condition. This can mean the difference between success and failure.

I’ve always been inspired by entrepreneurs or business people that’ve pulled off incredible feats and shown time and time again that they can weather any storm and have managed to compose teams that can do the same.

People like Elon Musk, who seems to excel through problems and has proven time and time again that he can navigate through some of the toughest situations. Lou Gerstner, ex-CEO of IBM who accomplished an insurmountable task of having to turn around the company from an almost inevitable demise, and Jeff Bezos, who’s turned what could have easily been a dot com bust into one of the most powerful and useful companies around.

Take lessons from people like that, people who’ve been forced to navigate through the most horrible conditions and made it to the calm after the storm.

Be wary of those that fall to pieces when things get rough. Watch for them and remove them as soon as possible. They’ll wreak havoc through your company from their panic and instability and they’ll end up destabilizing people who would’ve otherwise weathered the storm just fine.

Scrutinize your team not based on perfect conditions but on the worst conditions. What will they be like when things get tough? Can they pull through? Can they lead others? Can they be a calming influence when needed most?

I’d caution you to only build a team of those people. The people that you trust to take straight in and through the storm because one day you’ll have to and when you do, you’ll be happy you have the right team on board.

— Robert

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Follow me on Medium and Linkedin and be sure to check out The Quarter Show on YouTube.

People Are Out Of Communication

Here’s the thing: people are getting hammered from every angle by communication that isn’t tailored to them and so they ignore it.

Social media is packed with it. Their physical mailbox is jammed with letters and flyers and stuff. Their email inbox is loaded with messages. The TV is spewing more messages at them. Their text messages are constantly going off. Amazon is hammering them with offers and new things to look at.

It doesn’t end.

So — they turn it off. Mentally. They just mentally checkout and ignore all.

That’s why people are really unresponsive these days. They’re in somewhat of a chronic state of overwhelm.

So then, as a company or as someone marketing or selling something, how do you get people to engage? What will they respond to?

Hyper tailored, one to one communication meant for them and only them that’s not positioned as pitching something but rather solving something or helping with something, like an immediate and very real problem they have or motivation or goal they’re trying to achieve. The more tailored and relevant to those needs or wants, the better.

In an environment with enormous amounts of communication and messages flowing at people at any given time, the one that doesn’t get ignored is the one that is solely focused on them and relevant to them at the present time that they know they need or want.

That’s the message that pulls them. Because when everyone is hammering them with what they want to pitch, it all becomes noise that they tune out and their interest becomes — “I only care about what I’m trying to do…” as the receiver.

So you have to focus entirely and utterly on them.

All of a sudden they think, “wow, impeccable timing” or “what a coincidence…. I need this right now”.

What I’m describing above is just one of the elements that make our strategic relations program massively successful.

If and when you really need to get to people and you need them to be alert to your message and to engage…. call us. We can handle it.

Here’s a short analogy video we created the other day to depict what we do: https://youtu.be/ddm5zPAbCdo


Have a great week!

— Robert

The Lost Art Of Knowing

Knowingness or instinct seems to be a lost art these days. We’ve defaulted to thought, reason and logic and while useful, it’s not always the best play.

It’s said that when your body is initially developing in the womb, the “second brain” develops which is actually in your stomach.

Animals in the wild use their knowingness or instinct for absolute survival and we’ve somehow disregarded it over the years to default to thinking, logic, reason and so forth. While valuable, these aren’t the entire answer and aren’t always the tools to rely on.

When I see people walk into a crosswalk at a busy outdoor mall without looking, simply assuming that cars will stop, it’s clear to me that most humans’ sense of instinct has been lost or put on the back burner long ago.

Success in life requires more than thinking. More than just logic or reason. In fact, in many cases these things will deceive you and result in defeat. You’ll shake your head and think some more and wonder how your plan could have possibly failed.

It’s time to practice the art of knowing. The native instinctual abilities you have but aren’t using.

If you scan your life, I’m sure you can find many instances where you’ve had a “gut-feeling” about something but after thinking it through, you went against that feeling.

The more you pay attention — and act upon your knowing or instinct or feeling, the more that ability will develop, the better you’ll become and the more accurate your moves and prediction will be.

While some may scoff at this idea, I assure you I’ve met many people and read an enormous number of books that attest to this concept and they’ve relied on it heavily to attain what they have.

Most people have simply become numb to their own native ability over the years. They’re disconnected from it and the idea of using it is no longer real to them. But it’s within them and it’s most definitely an untapped resource.

So I challenge you to start listening to your instinct. Feel your way through problems and decisions. Practice tapping into this ability. Don’t sit and think about decisions or actions, pull from your knowingness to feel and act on them.

If you give yourself 2 seconds to decide — what’s the answer that presents itself? Then when you compare and give yourself 2 days to think about the same thing, you’ll notice that both are typically very different. Both will take you in different directions.

My subjective reality is this: the one that took 2 seconds is better input than the one that took 2 days.

Test it. I’d encourage you to act on what you know in 2 second and see where it gets you. My bet is you’ll be better off.

— Robert

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Follow me on Medium and Linkedin and be sure to check out The Quarter Show on YouTube.

Old Content Made New…

Mid-last week we realized that we’re constantly working on updating or refreshing client videos but we don’t do it for other, non-Richter work and we realized that you may have past video projects that you’ve done, that are now somewhat outdated and that need to be refreshed.

For example — you may have videos on your YouTube channel that are great but sales and marketing no longer use because it says something that’s no longer accurate or it looks a little out of date or the logos need to be changed — things like that.

So we’re opening up our production crew to be able to take on work that you’ve done whether we did it or another agency created it — if you need it updated, we’ll take care of it.

Here’s a short video that illustrates our service https://youtu.be/o3qKYjKniG8

I’ve also included the link below with some rates but we can get a custom quote if needed as well.

So if you need a past video updated, whether we did it or we didn’t, reach out.


Have a great week!

— Robert

PS. here’s our St. Patty day message for this year: https://youtu.be/bPzefONuKoA

PPS. we still have our March special rate going through the 24th. If you have an immediate project, lets get it going. Here’s the link to the rates: https://www.slideshare.net/secret/l4OY1sVFiSF67Y

PPPS. here’s my latest blog on Linkedin, “It requires getting dirty” https://www.linkedin.com/pulse/requires-getting-dirty-robert-cornish

Can You Be Counted On?

Right this minute, I’m watching a PBS documentary about intense survival challenges from various areas in the world.

The story, is about an African village with a man and his brothers that must feed their children and parents with fish in order to survive, otherwise, they’ll go hungry.

In order to get to the best fish spot, they have to travel by foot through hard terrain, past and through marsh with crocodiles without being attacked, past elephants that are aggressive and territorial (that also killed one of them the year before), then through a stream with an intense current from a waterfall that forces the water downstream and may take them under.

They finally make it the fishing spot. It’s a waterfall where they catch the fish with relatively antiquated methods only to then turn around and make it back to the village through the same stream, past the aggressive elephants, through the marsh with the crocs and safely back to their family to cook the fish only to do it again the next day. They risk their lives for their family and their village every day.

A true test of survival and commitment. I can’t help but analogize to business and sales. You think about the challenges you face and you have to ask yourself — what are you willing to confront and do for the survival of yourself and your group?

Your team counts on you each and every day. What are you personally willing to do? To risk and persevere through to forward the survival of your group?

I’ve had the displeasure of having to cut people from my own team simply because the person wouldn’t confront what needs to be done, they wouldn’t persevere through the barriers to accomplish the mission and they wouldn’t do the work required to attain survival for the group.

On the other hand, I’ve had the great joy of dealing with people on my team that bend over backwards for themselves and the others that form our group. They go outside of their role to ensure the survival of our group. Those people are rare and truly valuable. The person who will do whatever it takes to support and forward the survival of the group they belong to — that person is desperately needed.

It’s absolutely vital to have the right players on your team that will do what must be done not only for themselves but for everyone else that counts on them to do so.

Who counts on you to guarantee their survival and that of your group or team? What are you doing to ensure that you follow through on that? Can your team count on you?

Think in these terms and it will help invigorate your purpose, focus your mission and drive your ability to perform at a higher level.

Sure — missing a target may not mean your life but it may affect the survival of others and your company as a whole.

And while you may not need to put your neck on the line past crocodiles, aggressive elephants and through high current streams that may wipe you out, the world we live in means people depend on you to do your part, carry your load and perform at a high level which allows the company to earn it’s income so people can earn theirs to pay their bills, get their groceries and help them survive in the world we live.

Keep this in mind. Don’t take your role lightly. Be focused. Be determined and operate as if lives depend on it including your own.

— Robert

If you enjoyed this blog, share it on social.

Follow me on Medium and Linkedin and be sure to check out The Quarter Show on YouTube.

PS — the show is a PBS documentary called Earth’s Natural Wonders and it’s available on Netflix.

It Requires Getting Dirty

I was talking to one of my people the other day about why lulls happen and what to do when you hit a lethargic period where things feel stuck or sticky.

I remember reading a book by J.Paul Getty years ago and the analogy I gave was this: once you’ve become successful to a greater or lesser degree, people tend to become slightly relaxed and polished or removed from the scene that got them there.

You picture a guy like J. Paul Getty who became massively successful in his wildcatting days down at the oil sites working shoulder to shoulder with the team and then after awhile he gains enormous success and now works with a suit snd tie in the office managing numbers and people and dictating orders. (Note: Getty was actually always willing to do the work and get others to as well so he always avoided what I’m describing)

Then the business takes a dip or hits a lull period and the person who used to be at the center of the machine, driving success, is now a little soft, a little too far removed from the scene.

The handling then is to take off the jacket, roll up the sleeves and get down to the oil site to work shoulder to shoulder with the team to drive the machine, push production and create a vibration of work that propels success.

I’m sure you’ve experienced this yourself — you’ve had wins or a period of wins and became a little soft or removed from what got you there. If you want to rehab those wins or gains? Get back into the game, be willing to get dirty, do the uncomfortable things and you’ll see a massive shift in the scene.

The work is what got you the wins. Getting dirty is what built the business. Always be willing to get dirty and push everyone on your team to do the same and you’ll always be in good shape. Get too polished, fancy or too far removed from what got you there and the universe will deliver you pain.

Every successful person on the planet will attest to the fact that work, hustle, action, getting dirty, doing the uncomfortable are the things that got them where they are.

They will also attest that when they’ve fallen from the sky, it’s because they became too far removed from what got them there in the first place and they failed to get dirty by doing the work and they failed to get everyone else to get dirty as well — which lead to the crash.

— Robert

Luck of the Irish

Since we all need a little luck here and there — and in the spirit of St. Patrick’s Day, we’ve crafted a few special rates through March 24th.

You can find the specials here: www.slideshare.net/secret/l4OY1sVFiSF67Y

If you have a project that you’re considering doing, now would be an opportune time to lock in a better rate.

Here’s our latest reel we just completed that shows our range of work: youtu.be/xySyr4OPikA

Here are a few recent projects that recently came off the line:

FICO youtu.be/-3HqshczApE

Richter youtu.be/ddm5zPAbCdo

Lenovo youtu.be/QoBNXk5XW5U

If you have questions or would like to see a proposal, reach out and we’ll handle it.



Have a great week!

— Robert

Companies don’t come to us for “leads”

There’s a massive misconception about what’s needed to help drive business forward and unfortunately because humans like you and I love similes (you know like, “this is like that…”) they bunch things in the same basket that don’t truly compare or belong together.

Our agency is focused on driving a very specific kind of growth for our clients focused on high value new business composed from a very surgical focus.

So this means we’re not the go to agency for leads or broad marketing actions but when you need to get to very specific people that can be challenging to get to and are very valuable to you…. that’s where we come in.

It’s low volume and high value.

We just finished this very short video that helps illustrate what I’m talking about through a simple analogy.

Here it is: youtu.be/ddm5zPAbCdo

Reach out for questions or a proposal.



Have a great week!

— Robert

PS. here’s our latest Quarter show youtu.be/U3uUrjnbC2U on why dips happen in sales and how to fix and avoid it