Make the Skeleton Dance
By Barry Maher

        In 1912, the printer was all set to run three million copies of Teddy
Roosevelt's nomination speech, complete with photographs of Roosevelt and
his VP candidate, the immortal Hiram Johnson. Then the chairman of the
campaign committee discovered that no one had obtained permission from the
photographer who had taken the pictures. Legal penalties for the copyright
violation could be as much as $3 million.

        The printing plates were made. Changing the photos would be extremely
expensive. But no one knew what the photographer might demand for the
rights. It was even possible that, heaven forbid, the man was a Democrat.
There were a number of them afoot in those days, and they were an
unpredictable lot. The photographer might even deny the committee the
pictures altogether.

        The chairman sent off a quick telegram: "Planning to issue three million
copies of Roosevelt speech with pictures of Roosevelt and Johnson on the
cover. Great publicity opportunity for photographers. What will you pay us
to use your photographs?"

        "Appreciate the opportunity," the photographer replied, "but can only pay
$250."

        The chairman accepted without dickering. He probably could have held out
for $350 or $400.

                                        *                       *                       *

        We all want to be positive and enthusiastic and about what we have to
offer: about our companies, our products, our careers, our selves, our
various proposals and visions. But far too often we try to accomplish that
by ignoring or burying potential negatives. Everything is wonderful, let's
all think happy thoughts, the glass is half full not half empty.

        Unfortunately, as we all know, reality has a nasty way of refusing to stay
ignored. "So you're saying you shopped around and my prices are really that
much higher than those of my competitor down the street? Well . . . ah . . .
I mean . . . Hey, look! There's Elvis!"

        My new book, "Filling the Glass: the Skeptic's Guide to Positive Thinking
in Business," focuses on strategies for handling these types of potential
negatives. The idea is to deal with reality rather than to simply putting
the best face on it: to fill the glass rather than worrying about whether to
call it half empty or half full. One of the most effective strategies--and
one of the most counter-intuitive--is the one exemplified by that Roosevelt
story. That strategy is called, "Making the Skeleton Dance: Bragging about
the Negatives," after a quote by George Bernard Shaw, "If you can not get
rid of the family skeleton you may as well make it dance."

        People keep telling me that in Chinese the word for problem is the same as
the word for opportunity. (They also keep telling me that Coca Cola means
bite the wax tadpole.) I have no idea if that's actually true. But I do know
that the Making the Skeleton Dance strategy has turned more than a few
problems into opportunities.

        For example, how often in your business career have you stumbled over that
issue of money? Too many of us act like charging what we are worth
is something to be ashamed of. Here's how I brag about that particular
negative.

        "Are my hourly consultation rates expensive? Absolutely. And why do I
charge so much? Because I can. Because my clients are not just willing but
happy to pay those kind of rates because of the results I generate for them.
Because they know I'm worth it.

        "Can you hire somebody else to do the job for less? Absolutely. I'll be
glad to supply you with phone numbers. But why do you think these companies
charge less? Do you really think they would charge less if they could charge
more?  They're not humanitarian operations. They charge less because that's
what they can get--that's what their clients are willing to pay for the results
they generate. Now let me tell you why my clients are so willing to pay
more."

        If you can brag about a negative you've made peace with it. Often the
secret to making peace with it is to find a way you can honestly brag about
it. Save the Reality Checklist below for the next time you're confronted
with a negative you're tempted to bury or to try to ignore. You just might
find that instead of a negative you've got a selling point--even a bragging
point.
 

Reality Checklist

1.      What are the negatives you need to present--or wish you could avoid
presenting--to others?

2.      Understand the potential downside of those negatives to everyone
involved.

3.      Understand the potential positives that surround those negatives: for
you, your company, and most especially to those you'll be presenting the
negatives to.

4.      Isolate the What's in It for Them  for each of the Thems you need to
reach. Take care of the What's In it for Them, and the what's in it for
you--and the company--will take care of itself.

5.      Marshall your best possible case, then imagine yourself presenting that
case to the biggest Doubting Thomas you're likely to encounter.

6.      Are you, yourself, really sold? If not, don't expect that you'll be able
to sell anyone else.

7.      If you're not sold, what would it take--what can you do--to make the case
more saleable? If it can reasonably be done, do it.

8.      If it can't be done, deal with the reality, explaining why it is the
reality, frankly and honestly.

9.      Never forget that truth is the ultimate sales trick.

Adapted from "Filling the Glass: The Skeptic's Guide to Positive Thinking in
Business" by Barry Maher (Dearborn 2001).  Copyright 2001, Barry Maher.
 

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Barry Maher speaks and consults on professional development, management,
motivation and sales. This article is adapted from his acclaimed new book,
"Filling the Glass: The Skeptic's Guide to Positive Thinking in Business."
You can sign up for his free email newsletter at www.barrymaher.com or
contact him at 805 962-2599 or barrymaher@barrymaher.com.