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Conversational Marketing

Lately I’ve been interested in studying different phobias that people have.

Does the thought of a chicken give you cold sweats or a nauseated feeling in the pit of your stomach? You might be suffering from alektorophobia.

You might have already heard that the fear of public speaking, or glossophobia, is one of the most prevalent fears, not just in America, but across the world. After numerous international studies conducted over what scares people most, the fear of public speaking usually comes out on top, even more so than the fear of death! But why? As a genuine people person, why is it so hard to break the idea that speaking to a person or even multiple unknown people is a terrifying ordeal?

As a Conversational Marketing™ Expert (CME) for Incept, I literally talk with hundreds of people a month that I do not personally know. If you work in any type of telecommunications field or customer service industry then you already know the importance and positive effects that being conversational in your calls can bring. However, if you are someone that struggles finding the right thing to say, can’t quite clear that conversational hurdle in your head, or are just plain scared silly of public speaking or speaking to new people, then you are reading the right blog.

Easy Ways to be Conversational With People

When it comes to the wide world of telecommunications being conversational in your calls won’t just make you or your company look professional, but people will also enjoy being spoken to in a more personal manner as well. Here are a few things I do personally in my work on the phones at Incept as a Conversational Marketing™ Expert (CME) that give me the ability to be conversational with people to a very effective degree.

  • Ask “How are you?” before going into anything.

Before I even consider talking to a donor about donating I make sure to always ask them how they are doing. It’s a very simple practice, indeed. By asking someone “How are you?” you immediately get a feel for the tone of who you are speaking with, as well as an idea of what is going on with that person. This simple step benefits you in two ways. It makes the donor or customer feel at ease about talking with you and begins the process of building immediate rapport with them.

  • Don’t be afraid to talk about what is going on in your donor’s life.

There are many times when I hear a donor’s dog barking. I often take this opportunity to ask, “What kind of dog do you have?” in an effort to simply be conversational. If I’m talking with a younger donor that is in college, and they let me know they busy due to their hectic college schedule, I’ll find myself asking, “What is your major?” When you have the ability to pick apart what you are hearing while in conversation, things have a tendency to naturally start flowing. People love talking about themselves and the details of their lives, and when you enable someone to do that the conversation tends to build itself with little to no effort.

  • Identify with your donor, and show empathy.

Part of being human is the fact that we all long to connect with like-minded individuals. When someone feels like you are on their side, they are going to give you the time to talk and will – more than likely – listen to what you have to say. If they are telling you something that’s going on, do not be afraid to actually be a real person to them and verbalize that you understand what they are going through (to a point). If  you can identify a trend in these pointers, more than anything, it is simply just being real.

Being conversational with your donors isn’t about trying to get them to “drop their guard.” It is about making your conversations with them genuine. Doing so will allow the conversations you are having become more of a dialog between you and your donors, rather than someone reading a script at them. This is a very small insight on how to strengthen the relationship through meaningful conversations.

What are other ways you make conversation while building positive rapport with your donors?

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In the world of retail, an industry term known as “shrinkage” is frequently used as a reference to lost inventory that is never sold (i.e. theft).

There are an increasing number of industry experts who use the term “shrinkage” when referring to contact center operations. Instead of inventory, what is being lost to shrinkage in the contact center is the employee’s time. Simply put, contact center shrinkage is time when a Conversational Marketing Expert (CME) is getting paid but not taking calls. At Incept, we refer to the two most common influences on shrinkage: variance and schedule adherence. Poor variance and schedule adherence have negative impacts on the CME, the company, and its clients.

For Incept the concept of shrinkage is more cut and dry. Notwithstanding planned meetings, such as Employee of the Month, paid breaks, and coaching sessions, we want the CME to be on phone calls or available to take phone calls for the entire time they’re clocked in. When an employee is supposed to be taking calls, but is not, we call it variance at Incept. At the CME level, variance represents the potential for lost appointments, fewer Lifesaver points, and a smaller bonus.

Since I am a numbers guy at heart, I would like to take a brief mathematical look at two hypothetical groups of CMEs to showcase the organizational impact of variance.

  • Group 1: Scheduled 26 hours, 5% variance
  • Group 2: Scheduled 26 hours, 10% variance

Let’s assume that, in a given week, Incept requires approximately 2,800 hours of phone time to complete the required work on the Saves/Outbound side of the business.

  • Group #1: 26 hours, less 5% variance = 24.7 hours of phone time.
    • 2800 hours of required phone time – 24.7 hours per Group #1 CME = 113.3 CMEs needed
  • Group #2: 26 hours, less 10% variance = 23.4 hours of phone time.
    • 2800 hours of required phone time – 23.4 hours per Group #2 CME = 119.7 CMEs needed

From an organizational perspective, the difference between 5% variance and 10% variance is an increase in labor requirement of 5.6%. This percentage may seem small, but extrapolated over the course of an entire year, it adds up. In addition, the extra infrastructural costs such as additional computers and dialer licenses have to be taken into account as well.

It should be clear that some variance, even in addition to what is minimal (i.e. your break) is understandable. We don’t expect employees to delay going to the bathroom until their meal or break periods. However, there are certain things that all of us as a team-minded organization can do together to accomplish these variance and schedule adherence goals.

Step #1 – Be personally accountable for variance.

Maintaining variance within permissible levels is a measure of your job performance, just like your % to goal or your CQ scores are. Typically, once an employee accepts accountability, their variance improves.

Step #2 – Consult with Contact Center Results Management to monitor your variance.

Personally, I love it when CMEs take an active role in understanding and working to improve upon the statistics that measure their performance. If you think you had a very good variance day, ask a member of management to look at the percentage to confirm it for you. Seeing your efforts to reduce your variance bear immediate results is an end in itself.

Step #3 – Honestly examine behavior that is driving up your variance.

Only you can make an honest examination of the things that drive up your variance. Imagine a CME who has a variance of 8%. Variance of 8% is equivalent to almost 40 minutes of time off of the phone in a shift of 6.25 hours. How much of that time is truly necessary? How much of that time is essentially an extra unauthorized, paid break?

Following these three steps can result in great improvements in variance. This will have a positive financial impact for both the CME and company while generating superior customer service and results for our valued clients.

What else need to be said?

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Last week, an air ambulance became the first to carry blood units on a flight.

This service, which was first developed by the U.S. and British military, allows for on-site blood transfusions instead of having to wait for a patient to arrive at the hospital. Transit is achieved through a refrigeration unit called a “golden hour “ box, which can keep four units of O-negative at a steady 4-degrees Celsius for up to 72 hours. O-negative blood is used since it is universal and can be used for any patient. Also, any unused units can be safely returned to the hospital and are still usable, meaning no units go to waste.

U.S. and British military rescue helicopters carry blood units, while civilian services in Australia carry onboard blood units, signifying just how few air ambulances are doing this. Will more continue to follow?

Let’s take a look at a few stats:

  • According to the London’s Air Ambulance unit, about 90 patients are bleeding to death when they arrive to the hospital.
  • There are about 160 patients who don’t make it to the hospital.
  • That is, on average, 250 patients that could have had a better chance due to having blood available on scene!

Imagine the total lives that could be saved!

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People are usually surprised when I ask them to tell me about their favorite scar.

It’s the first thing I ask when starting a new training class, right after I introduce myself. I simply ask the training class introduce themselves by inquiring, “Why don’t you tell us your name, what city you live in and…your favorite scar.”

I don’t like to make people feel uncomfortable, because I want to create a safe environment for learning, so I try to give them a way out, in case they do not feel comfortable disclosing. To accomplish this, I tell everyone to feel free to make up a scar story if they’d like. This, of course, only increases the looks of confusion, and inevitably someone will try to clarify, “We can make it up?” they ask. Of course! The point of asking is not to gain information on current or past health issues, but to break the ice, to get the class talking and hopefully laughing and help them to forget that they are in a room full of strangers in a strange place to be trained on something they have never done before.

Participation is the goal of every teacher no matter what the subject may be. Scar stories provide a catalyst to begin the bonding of the group or class. As the trainer it is always a joy to see a group of strangers who laugh out loud at a funny story, or show surprise because a similar thing happened to them.

The group begins to form and the barriers to learning begin to fall. All this is possible from a simple question asked at the right time. When people are expecting one of the standard, getting-to-know-you questions, like a favorite food or band, asking someone about their favorite scar piques the interest. It’s unexpected, and like a good movie that surprises you at the beginning, it both intrigues and increases participation. I have heard about childhood scars, scars from carrying a child, scars from horrible accidents, and scars from birth marks, but every once in a while a trainee will share a very unique scar story. Some are graphic, some are lovely, some are horrific, some are silly, some are emotional, and some are shocking.

I have also found other ways to break the ice in my training classes. One way is to have the class write three interesting things about themselves, one of which is false. The class then has to guess which “fact” is indeed false based on first impressions. Another ice-breaker I may begin using is a conversation exercise, because conversation is big at Incept! Each person is given a sheet of paper with a series of instructions to follow. This is a good mixing game and conversation starter, as each person must speak to everyone else. For example: count the number of brown-eyed folks, find the person with the most unusual hobby, find the person with the most pets, what’s the weirdest thing someone has eaten, etc.

As an Incept Training Supervisor, I really enjoy every training class that I teach, and I find it fun to kick off with ice breakers!

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At Incept we consider a conversation to be productive when the end result is a stronger relationship. There are many ways to strengthen a relationship with your donor. Below are just a few examples of things you can do in your calls to ensure that your conversation is productive.

One of the easiest ways to do this is by genuinely asking how the donor is doing. This lets the donor know that you care about them as a person, and listening to their tone lets you know how the rest of your call is going to go. The donor may respond with “good” but sound rushed with children screaming in the background. You can strengthen the relationship by asking if now is a good time to talk or if it would be better if we called back at another time. If the donor really is surrounded by chaos, they will appreciate your consideration and respond positively to the next call, during which they will be able to schedule an appointment without distractions. This has also saved you time because you were able to move on to the next call instead of continuing on with the call with many interruptions.

Another way to strengthen the relationship with the donor is by thanking them for their support even when they are not eligible to donate. There are numerous reasons that a donor can be deferred from donating blood, so we want to make sure to acknowledge all of their past support and make them feel good about the lives they were able to save in the past. This will create a positive impression that will stay with them until they are able to donate again. You can even use their donation history as a reference to how many times they donated in the past, and convert that number into the number of lives they have helped save.

Lastly, you can strengthen the relationship with the donor by asking, ” Is there anything else I can help you with today?” after you schedule the donor’s appointment. The donor may need you to give them directions to the center or simply repeat a phone number for them. This is a very simple question to ask, and it lets the donor know that you are here to help them, not just schedule the appointment and get them off the phone as fast as you can.

Now that you have the knowledge you need to strengthen the relationship with your donors, ask yourself at the end of each call, “Was that a productive conversation?”

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I play video games because, I like to be in control of something.

Whether that be as Mario in yet another castle-crashing plight to save Princess Peach, as Tommy Vercetti running rampant through a Miami-esque beachfront, or behind the wheel of a four hundred-thousand dollar Ferrari rocketing down the track in the latest Forza, it certainly does feel good when you perceive to be in control of something.

If you work in a blood donor recruitment field, being in control of conversations within your job isn’t just something to yearn for; it’s an extremely necessary proficiency to have. Do you occasionally encounter someone who might be upset that you called them? Yes. It happens. Do you get hung up on or rushed off of the phone line at times? Of course. This happens too. Should you be nervous about how to handle these situations? Not at all. With a little bit of quick thinking, empathy and determination you can always end your conversations on a good note.

As a Conversational Marketing™ Expert (CME) for Incept, I can tell you from experience that being in control of your calls with donors does not have to come off as pushy or rude to achieve the overall goal of strengthening the relationship. Let’s take a look at a few situations you might encounter and how to deal with them effectively.

Exercising Conversational Control

  • Empathize with what your donor is actually saying.

Empathy is a crucial tool within a CME’s arsenal. Conveying empathy to someone shows you understand where they are coming from. Naturally, people are going to tell you what is going on in their lives, and ultimately they are looking for understanding when speaking with you.

  • Dealing with a “runaway” conversation.

Something that is almost humorous – and something that I take pride in – is the fact that when I started at Incept I had only a few conversations with folks that might not have been so inclined to talk to me when they picked up the phone. After a few minutes, however, we were talking like old friends. Good conversations are always awesome to have, but keep handle time in mind. Politely look for the best way to interject in a friendly manner that conveys you are naturally closing the call. An easy example that works is,  “And on that note, I thank you for your time. It has been great talking with you…”

  • Angry or upset customer? Use LAMA to stay in control.

The LAMA technique is something we’ve talked about before and is an invaluable tool that any CME can use. Remember to listen to what your donor is saying; acknowledge what has been said so your donor understands that you heard their concerns or circumstances clearly; make a statement involving features and benefits that connects to your solution; and ask a question to either find out more information you need to know or to provide the opportunity for your donor to make a choice based upon your statement. This is easily one of the best ways to stay in control of your conversations.

When it comes to being in control, people like to feel like they have the power of choice and control over the outcome of a situation. It just so happens to be that your donors aren’t the only ones that can feel that way. So can you!

What other helpful tips do you have for staying in control of a conversation?

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Today, I’m having a rough day – physically, anyways.

How are you doing? Happy? Sad?

In an extremely mundane and lifeless motion, I begin the trudge down the many stairs transcending my apartment’s stoop. Loaded to the eyeballs with Sudafed, vitamin C and a few slurps of Tylenol PM, I begin my zombie-like trek to the offices of Incept. When you are an Internet Conversational Marketing™ Expert (iCME) content isn’t gonna make itself.

About an hour into my shift, a fellow Incept employee asked me, “Brian, you ok? How are you doing?” I wanted to say, “I’m doing horrible, and I feel horrible today,” but then I thought about the real intentions of being asked that question. Someone genuinely asked me “How are you doing?” Even though it has been a physically formidable day in terms of comfort, I really appreciated that someone cared enough to ask.

Think about it. How are you? Such a simple phrase can build rapport so easily amongst many people. When I’m recruiting blood donors as a Conversational Marketing™ Expert (CME) on behalf of our clients, “How are you?” is always the first thing I ask a donor. If you work in any sort of field relating to customer service then you can understand the importance and impact that those three words can have on someone.

Asking “How are you?” is not just a way to start off a phone call either. It is an innocent question that can have many benefits in terms of providing customer service. Let’s take a brief look at those benefits:

  • Your customers will appreciate that before you ask about anything business-related that you genuinely asked how they are doing, creating positive relations right off the bat. Most people will even reciprocate and ask how you are doing too!
  • Asking “How are you?” can determine if it is a bad time to be talking with your customer or point of contact so that you can offer to call back at a much more convenient time.
  • In addition to the above point, you can also determine the tone of your customer. When you know the tone of who you are talking to you can then customize your conversation with them much more efficiently creating dialog that strengthens the relationship.

The biggest point to take away from this is that small and mannerly practices that are consistently performed are what separate your average telemarketing agency from a world-class conversational marketing firm. Asking, “How are you?” not only is a professionally mindful thing to do, but it gives your reps the real advantage of being able to quantify the fact that each customer is their own person, and each call is a new opportunity.

What are some other ways in which asking “How are you?” can be beneficial in dealing with your customers?

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It doesn’t matter who you are or what you do for a living, everyone likes to feel appreciated for either who they are or something they have done.

“The smallest act of kindness is worth more than the grandest intention.” ~ Oscar Wilde

Let’s take a second to investigate and think about the above quote. How often do you have good intentions in mind for someone yet fail to follow through with those intentions? Probably more often than not for myself and many other folks. But have you ever noticed how something so small and simple as a “thank you” can make a positive difference in the way you interact with people?

Not only is saying thank you a decent and mannerly practice to take part in regularly, but in terms of business it can be an extremely cost-effective measure to strengthen the relationship between your employees, your clients, and customer base. It is easy to express your thanks in many different ways, so why wouldn’t you want to? What do you have to lose?

Three Benefits of “Thank You”

Do you ever notice how often you actually say “thank you” on a daily basis? Whether it be to the checkout girl at the store for bagging your groceries, someone on Twitter for retweeting your tweet, or even your spouse for making dinner, do you actually mean it when you express thanks or gratitude? Here are three huge benefits that Incept experiences by simply saying “thank you” in different ways to our employees and clients.

  • Appreciation can easily increase employee loyalty and work place camaraderie.

I will never forget when I had a phone call with a gentleman in Chicago about donating blood at his local donor center. I must have suggested at least five to six different blood drives that would fit his scheduling needs, yet he was still on the fence about committing to a drive to donate. This was the type of phone call that tested my abilities as a Conversational Marketing Expert™ (CME). Long story short: I ended up getting the gentleman to commit to a date and donate, but after the phone call my boss, Steve Kieffer, came up to me after listening in on it to thank me for doing such an excellent job with the situation. I’ll never forget because he pointed out the positives and was professionally personable. He even rewarded me with an extra break. That was a little gesture that reinforced the fact that I work for a great company and have great bosses who care about my work. That was almost a year and a half ago.

  • Saying “thank you” (and meaning it) can increase customer or donor loyalty.

When people feel appreciated for something they have done, they are more likely to do that same action again. When it comes to Incept and recruiting blood donors, we make sure the donor knows they and their actions are deeply valued and appreciated. We do this in the form of a thank-you call in which we thank the donor for their recent donation and ask them to complete a simple, one-question survey regarding their experience. When I’ve made thank-you calls to donors, there have been times where you can hear in their voices the gratitude they’re feeling that you called and recognized them. This increases the probability that they will donate again.

  • “Thank you” is an easy way to strengthen the relationship overall with your customers or donors.

Saying “thank you” doesn’t cost a thing, yet the benefits in actually strengthening the relationship between yourself and whomever you are talking to are vast. I say this even knowing that while I pride myself on being a fairly decent performer when surfing the phone lines, I don’t get an appointment on every call. Sometimes people can’t donate due to physical reasons, extremely unorthodox schedules and many other contributing factors. I don’t let the fact that I won’t close out the call with an appointment stop me from providing good customer service and relations, though. I still make it a point to thank them for donating in the past and taking my call. Why, though? Because no matter if you get the close for an appointment or not, we do everything we can to strengthen the relationship with the donor on our client’s behalf. Saying “thank you” is an easy way to leave a favorable impression on them for when we call back.

Do you have someone in your life you should say thank you to? It really is amazing to see (or in my case, hear) people’s reactions when you say those two, simple words and genuinely mean it. What are some other ways you can say “thank you”?

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In this life, you really only do get one shot at a good first impression with someone.

I can’t tell you how many times I’ve blown that notion. Whether it be out meeting new women, meeting the owner of a club my band played at for the first time, or even past interview processes before I came to Incept. My extrovert type of personality really does mean no harm, albeit having had my share of garrulous follies, lackluster conversation starters and awkward moments during initial meet-and-greets.

It was Morris Kline, a very prestigious mathematics professor, who once said, “The most fertile source of insight is hindsight.” When I read that quote the vast gates holding back my life’s recollections opened up. Maybe I would’ve said or done things a little differently if I knew more about who I was talking to.

As a Conversational Marketing™ Expert (CME) at Incept, a little investigatory skill can go a very long way when it comes to mentally tailoring a personal conversation with a blood donor. Quite frankly, one of the biggest things I enjoy about my job as a Conversational Marketing™ Expert (CME), and speaking with blood donors, is the fact that each conversation really is different. Of course, we have our scripts and promotions that we diligently adhere to during our on-the-phone orations, but I’ve always thought about how I could reinforce those points with the people I talk to in a way that can make it more personal. That’s where we cue the online scheduler as a conversational tool.

When we schedule blood donors across America to come into their community blood centers and donate, we almost always have a Donor Profile that includes invaluable information, such as blood type, how many times a donor has donated, what their preferred donor center is, and even the specific type of blood donation that donor has performed in the past. Presto! The Donor Profile really acts as “instant” hindsight available to a Conversational Marketing™ Expert (CME). More so, it’s  interpretations during a call can make a world-class difference in the professional and personal attributes that result in a quality recruiting phone call.

Let’s take a closer look at the different benefits of using a blood donor’s history and profile in our online scheduling system:

  • You can gear your conversational approach based upon a donor’s age.

We speak with many different kinds of people on a daily basis. Some are teenage donors who tend to donate at their high school, while other donors might be elderly and donate at their local community hall. Regardless, on the donor’s profile we can see a date of birth. This might seem insubstantial, but on the contrary, it can give a Conversational Marketing™ Expert (CME) a good idea of what kind of tone and inflection to use, depending on the person we are trying to talk to.

  • You can see what type of blood donation a donor does.

When it comes to blood donations, there isn’t just whole blood. Some donors will consistently come back to do an automated red cell donation or platelet donation. When we can already see that Mr. Jones has donated red cells four times in a row since he’s been donating, we can make the call seem more personable and friendly by asking if he’d like to contribute another donation of the same type. Or in the opposite case, if a blood center needs red cells  or platelets of a certain blood type and we see that a donor does not have previous experience donating an automated style (apheresis) donation, we can take the time and opportunity to educate and inform them about the process and how it works.

  • You can see the location where the donor usually donates.

People are always much more inclined to go to a place they have been to before. With a blood donor and their profile, we can see each time they have donated and where exactly that donation took place. If someone has donated five times at their local center over the course of two years or so, generally speaking, they are going to be more willing and inclined to donate again at that location if they are asked! Having this knowledge handy means you can have the center hours up already with times available for the donor to choose, making this a very effective technique. This can also work with local businesses, churches and other mobile sites that host blood drives frequently.

  • You can see how many times a donor has donated.

Above all, even if we don’t get the appointment, we always aim to leave each donor with a favorable impression following every call. Usually before even talking about scheduling, I always try to thank the donor for how many times they’ve donated. I’ve seen everything from just one donation to over one hundred donations! This number gives you a good idea of how committed a donor is to donating blood, giving you a good idea of how knowledgeable they are about it and what you need to tailor your approach with them.

Those are just a few examples of how realistically helpful viewing a donor’s profile and history can be. It’s astounding how the online scheduler isn’t just a tool used literally – to make appointments; it is also a tool that we can use to treat each donor like an individual, not just another phone call. What are some other situations in which having prior history beforehand is generally helpful to you?

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Lately, my car ( a 95′ Camaro Z28, which I lovingly refer to as Xerxes) has been the absolute dirtiest it has ever been.

Oddly enough, if you live in the Ohio area, we are currently experiencing a very relaxed winter when it comes to snowfall and temperature. So as a gear head, this pleases me. There hasn’t been a lot of salt on the roads, nor has there been too much powder to plow through. Even still, Xerxes continues to serve as a magnet for dust, mud, and bird droppings. Occasionally as I glance outside my apartment window to gaze upon the concrete jungle in which I live, I’ll catch the Z28 staring up at me, beckoning me to take it to my parents to wash its fiery, scarlet exterior. And in that moment, when I’m staring right back at it, visualizing how awesome it would look with a fresh coat of wax and almost ready to take it to the quarter wash, all of a sudden I find that the Xbox 360 takes away any desire to clean my car. Motivation for some things in my life is definitely fleeting.

However, in my professional life at Incept, usually my motivation to do well in my job is my source of creativity! Odd how that works, huh? Since one of the biggest things we do at Incept is help blood banks and blood centers around the United States recruit blood donors right there in their communities, whenever the opportunity presents itself to give blood I always try to donate myself.

I cannot stress enough how important it is to practice what I preach as a Conversational Marketing™ Expert (CME). Like many blood donors in my age range, I started donating blood in high school, and even after I graduated I continued to drop by the occasional community blood drive. Quite honestly, getting out of class and receiving free Chipotle for donating blood were both really good motivators. But it wasn’t until I came to Incept that I found a new source of motivation for being a blood donor.

I have talked with blood donors that have donated over 100 times! I have talked with many elderly blood donors who – even into their golden years at 75 and 80 years old – continue to donate. I have talked with the soccer moms with four or five kids who, despite already having a full to-do list, are able to kindly schedule a blood donation with me at their local grocery store. Even talking with current high school blood donors I have been highly motivated when I see someone so young that has already donated so much. These reasons and more are why I feel like it’s impossible to say no when there is a blood drive at Incept.

How could I say no to giving such a small amount of blood? I could be saving the lives of infants and children, cancer patients, car accident victims, burn victims, sickle-cell patients, or at the very least improving the lives of those people.

I have always known donating blood really does help people out and does save lives, but it was only when I became a Conversational Marketing Expert (CME) almost two years ago now that I really heard how significant those impacts really are. Knowing all that I do now about donating blood and talking with so many donors, how and why wouldn’t I be constantly motivated to donate blood when I can? I do it because I believe in the good that comes from donating, and I see that in many other people employed at Incept.

On that note, I think next time I donate blood at my own local center, I’ll be sure to grab a handful of quarters for my z28. The quarter wash is right down the road.

When it comes to life, how do you motivate yourself to do something?

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