I just read this article by Paul Spiegelman, Inc. | May 19, 2011 and wanted to share:
Culture: It's a word that often makes CFOs cringe because of the perception that it's expensive. From my experience, it's far more costly to do business without it.
From the very start, my brothers and I built our company from a foundation of respecting and treating our employees well. It was the only way that we knew how to operate. Only later did we realize that it was not only the right thing to do, but also the right way to do business.
Our corporate culture has resulted in extremely low turnover and engaged employees who deliver exceptional customer service, which results in loyal customers who allow us to continue to grow our business. We re-invest those profits in our people. At Beryl, we call it The Circle of Growth. In fact, the term was coined by our CFO, who was initially skeptical, but became a convert when he realized that culture paid dividends.
Perhaps you think you are ready to transform your workplace culture, but are concerned about being able to justify costs with hard numbers. Consider this: Beryl is four to six times more profitable than our typical competitor and we attribute that to our ability to engage employees. Certainly, we are not the only company that has benefited from investing in their employees. The 2007 book Firms of Endearment found that companies focused on culture returned 1,025 percent to their investors over a 10-year period, compared to only 122 percent for the S&P 500 and 316 percent for the companies profiled in the bestselling book Good to Great.
As the U.S. lurches out of the recession, this ROI isn't as readily visible. It is challenging to be culture-focused in a sluggish economy, but arguably this is the most important time to embrace corporate culture. Cutting out culture and people as "soft" benefits eliminates your strategy to rebound. With customers under similar financial duress, it's the wrong time to allow a customer relationship to become tenuous. Passionate people, focused on customers instead of layoffs, are essential to a company's survival and success.
The Container Store provides a great illustration of how culture can actually help you succeed in tough economic times. Instead of laying off employees, The Container Store asked them to help find a solution. Employees decided that they would all take a lower salary to preserve jobs. This put the decision in employees' hands, building loyalty through an ugly situation. They weathered the recession together.
The Container Store made a big ask. Luckily, most CEOs can begin improving company culture with a smaller ask. Once you decide to turn the culture tide, and it's a sincere desire, the next step is to ask your employees how to improve life at your organization. You can do this by:
Identifying guiding values, sourced from employees and reiterated as a constant in a sea of change.
Constructing a clear mission and vision that everyone can own. Paint the big picture and discuss how workers can contribute to success.
Working together to develop processes and systems that support transparency and encourage sharing opinions and ideas, such as an open-door policy with no fear of retribution.
Identifying a leader. At Beryl, we have an executive whose title is Queen of Fun and Laughter. She is responsible for helping us to stay true to our unique culture and keep co-workers lives in balance. We also have a group of employees who volunteer as part of the Better Beryl Bureau, a committee that comprises of a cross-section of Beryl co-workers who plan events as well as provide input on policies, change management, rumors, concerns and more.
Once these systems are in place, you are ready for the fun. However, it's not just one big thing, but rather a series of many little things that matter. Between 30 and 45 seconds of your time can impact someone's life in a very significant way. Whether it's a handwritten note to congratulate an employee who just purchased his or her first home, a family field day, or a pizza party to celebrate a company milestone, it's the steady drumbeat that shows you're committed. If you're genuine, this is the beginning of a collaborative journey with employees that doesn't end.
Read more: http://www.inc.com/articles/201105/paul-spiegelman-does-corporate-culture-pay.html#ixzz1NO2jx7Rc
Wednesday, May 25, 2011
Thursday, May 19, 2011
Adopting Guidelines for Team Member Relationships
I recently read this article by Susan M. Heathfield and wanted to share her insights:
The members of every team and work group develop particular ways of interacting with each other over time. Effective interpersonal communication among members and successful communication with managers and employees external to the team are critical components of team functioning.
How a team makes decisions, assigns work, and holds members accountable determines team success. With the potential power of the impact of these interactions on team success, why leave team member interaction to chance? Form team relationship guidelines or team norms early to ensure team success.
What Are Team Norms or Relationship Guidelines?
Team norms are a set of rules or guidelines that a team establishes to shape the interaction of team members with each other and with employees who are external to the team. Team norms can be developed during an early team meeting. More norms can be added as the team sees the need for additional guidelines.
Once developed, team norms are used to guide team member behavior. Team norms are used to assess how well team members are interacting. Team norms enable team members to call each other out on any behavior that is dysfunctional or that is negatively impacting the success of the team.
In one of my favorite quotes, Ken Blanchard, of One Minute Manager1 fame, said that a river without banks is a pond. Likewise, a team without relationship norms leaves itself open to potential interpersonal problems.
Most team members won't intentionally harm the project or the team's success. But, the lack of an agreed upon framework for interaction creates the potential for misunderstanding and negative conflict.
Team Norm Essentials
Predictably, teams have trouble with particular components of interpersonal communication and interaction. You will want to develop norms in these areas for team success. These are the steps to follow when you create your team norms2. Additionally, here are sample team norms in several areas of the more important aspects of interpersonal and team interaction.
1. Team members as coworkers: all team members are equal; every team member's opinion will be thoughtfully considered; each team member will keep all commitments by the agreed upon due date; each team member agrees to constantly assess whether team members are honoring their commitment to the team norms.
2. Team member communication: team members will speak respectfully to each other; will not talk down to each other; will positively recognize and thank each other for team contributions.
3. Team member interaction in meetings: team members will listen without interrupting; hold no side or competing conversations3; follow the rules for effective meetings4; attend the meeting on time; always work from an agenda; minutes will be recorded at each meeting; end meetings on time.
4. Team organization and function: leadership will rotate monthly; the team management sponsor will attend the meeting, at least, monthly.
5. Team communication with other employees including managers: team members will make certain they have agreement on what and when to communicate; complaints about team members will be addressed first in the team.
6. Team problem solving, conflict resolution, and decision making: team members will make decisions by consensus, but majority will rule if timely consensus is not reached; conflicts will be resolved directly with the persons in conflict.
Team norms can encompass as many topics as the team deems necessary for successful functioning. Start with a few team norms and add more norms as needed. Make sure the team norms are written and posted where team members are reminded of their commitment.
With effective team norms in place, your team will be able to focus on its business purpose. The team was undoubtedly founded to help the company continuously improve and achieve its strategic goals. Don't let ineffective relationships and interactions sabotage the team's work.
To view this page in its original form, please visit: http://humanresources.about.com/od/teambuilding/qt/norms.htm
The members of every team and work group develop particular ways of interacting with each other over time. Effective interpersonal communication among members and successful communication with managers and employees external to the team are critical components of team functioning.
How a team makes decisions, assigns work, and holds members accountable determines team success. With the potential power of the impact of these interactions on team success, why leave team member interaction to chance? Form team relationship guidelines or team norms early to ensure team success.
What Are Team Norms or Relationship Guidelines?
Team norms are a set of rules or guidelines that a team establishes to shape the interaction of team members with each other and with employees who are external to the team. Team norms can be developed during an early team meeting. More norms can be added as the team sees the need for additional guidelines.
Once developed, team norms are used to guide team member behavior. Team norms are used to assess how well team members are interacting. Team norms enable team members to call each other out on any behavior that is dysfunctional or that is negatively impacting the success of the team.
In one of my favorite quotes, Ken Blanchard, of One Minute Manager1 fame, said that a river without banks is a pond. Likewise, a team without relationship norms leaves itself open to potential interpersonal problems.
Most team members won't intentionally harm the project or the team's success. But, the lack of an agreed upon framework for interaction creates the potential for misunderstanding and negative conflict.
Team Norm Essentials
Predictably, teams have trouble with particular components of interpersonal communication and interaction. You will want to develop norms in these areas for team success. These are the steps to follow when you create your team norms2. Additionally, here are sample team norms in several areas of the more important aspects of interpersonal and team interaction.
1. Team members as coworkers: all team members are equal; every team member's opinion will be thoughtfully considered; each team member will keep all commitments by the agreed upon due date; each team member agrees to constantly assess whether team members are honoring their commitment to the team norms.
2. Team member communication: team members will speak respectfully to each other; will not talk down to each other; will positively recognize and thank each other for team contributions.
3. Team member interaction in meetings: team members will listen without interrupting; hold no side or competing conversations3; follow the rules for effective meetings4; attend the meeting on time; always work from an agenda; minutes will be recorded at each meeting; end meetings on time.
4. Team organization and function: leadership will rotate monthly; the team management sponsor will attend the meeting, at least, monthly.
5. Team communication with other employees including managers: team members will make certain they have agreement on what and when to communicate; complaints about team members will be addressed first in the team.
6. Team problem solving, conflict resolution, and decision making: team members will make decisions by consensus, but majority will rule if timely consensus is not reached; conflicts will be resolved directly with the persons in conflict.
Team norms can encompass as many topics as the team deems necessary for successful functioning. Start with a few team norms and add more norms as needed. Make sure the team norms are written and posted where team members are reminded of their commitment.
With effective team norms in place, your team will be able to focus on its business purpose. The team was undoubtedly founded to help the company continuously improve and achieve its strategic goals. Don't let ineffective relationships and interactions sabotage the team's work.
To view this page in its original form, please visit: http://humanresources.about.com/od/teambuilding/qt/norms.htm
Wednesday, May 4, 2011
Increase your Chances for Success!
Natural talent gets far too much credit. Achieving your goals is less about who you are, and more about what you do. Give yourself better odds of succeeding:
1. Be specific and focus on your plan.
Be precise about what you are trying to achieve and when you will do it. It's not enough to say you'll clean out your inbox three days a week, or I'll make those calls within the next few weeks or I'll write that proposal by the end of the month. Schedule it in your calendar and plan specific days, times and deadlines so you hold yourself accountable. Then focus on your PLAN. Make it happen! That "can-do" attitude will drive your success.
2. Need help? Share your goals with a partner, spouse, friend or your "Best Year Yet" coach. They will be sure to keep you honest and accountable to do what you said you would do.
3. Looking for an easy way to build a plan?
The Best Year Yet online program guides you through the process by asking 10 simple questions. The first is "What have I accomplished?" Thinking back over the past year, you enter everything that occurs to you in response to this question. It's so powerful and enlightening to recognize all that you have actually achieved. After answering all the questions, you will have completed a one-page plan that consists of Your guidelines, Your Vision, Your Major Focus and Your Top 10 Goals for the Year.
4. Want to track progress to your goals to ensure success?
Best Year Yet Online (BYYO) feeds directly into the PRO (Producing Results Online) tracking tool. You can breakdown your goals into monthly and even weekly goals, score them and create goals for the next month!
You can purchase all this for only $99.99. Click here to purchase and get started now! If you are interested personal or professional coaching services for you or your organization please call Donna King at 913-745-5499.
Visit CreativeCounts or Results Coaching for more information
1. Be specific and focus on your plan.
Be precise about what you are trying to achieve and when you will do it. It's not enough to say you'll clean out your inbox three days a week, or I'll make those calls within the next few weeks or I'll write that proposal by the end of the month. Schedule it in your calendar and plan specific days, times and deadlines so you hold yourself accountable. Then focus on your PLAN. Make it happen! That "can-do" attitude will drive your success.
2. Need help? Share your goals with a partner, spouse, friend or your "Best Year Yet" coach. They will be sure to keep you honest and accountable to do what you said you would do.
3. Looking for an easy way to build a plan?
The Best Year Yet online program guides you through the process by asking 10 simple questions. The first is "What have I accomplished?" Thinking back over the past year, you enter everything that occurs to you in response to this question. It's so powerful and enlightening to recognize all that you have actually achieved. After answering all the questions, you will have completed a one-page plan that consists of Your guidelines, Your Vision, Your Major Focus and Your Top 10 Goals for the Year.
4. Want to track progress to your goals to ensure success?
Best Year Yet Online (BYYO) feeds directly into the PRO (Producing Results Online) tracking tool. You can breakdown your goals into monthly and even weekly goals, score them and create goals for the next month!
You can purchase all this for only $99.99. Click here to purchase and get started now! If you are interested personal or professional coaching services for you or your organization please call Donna King at 913-745-5499.
Visit CreativeCounts or Results Coaching for more information
Monday, April 4, 2011
Set Goals That Employees Will Reach
Helping employees set and attain goals is a critical part of every boss' job. Failure to meet goals can cause problems for the individual, you as the manager, and for the organization. But goals that are too easy don't serve anyone. Here are three ways to make sure the goals you set with your people are both attainable and ambitious.
1. Connect to the big picture. Everyone wants to see how their work contributes to larger corporate objectives. Make this explicit in every goal.
2. Incorporate personal interests. If possible, sculpt the employee's responsibilities so that he can do things that he enjoys, making it more likely he'll succeed. If he has an interest in teaching, give him a role in training others.
3. Set stretch targets. Employees tend to rise to the standard set for them. The more you expect, the more they will achieve.
Adapted from HBR's "Making Sure Your Employees Succeed" by Amy Gallo
1. Connect to the big picture. Everyone wants to see how their work contributes to larger corporate objectives. Make this explicit in every goal.
2. Incorporate personal interests. If possible, sculpt the employee's responsibilities so that he can do things that he enjoys, making it more likely he'll succeed. If he has an interest in teaching, give him a role in training others.
3. Set stretch targets. Employees tend to rise to the standard set for them. The more you expect, the more they will achieve.
Adapted from HBR's "Making Sure Your Employees Succeed" by Amy Gallo
Tuesday, February 15, 2011
Say Thank You!
There is far too little praise and appreciation in most work environments. Even those who are good about giving positive feedback can tend to reserve it for "above and beyond" moments. Yet, the routine work that people are expected to do every day often goes unnoticed and underappreciated. Genuine gratitude goes a long way in engaging people and binding them together. Once a week, say thank you to an employee. Don't only focus on the extra mile they may have gone, but on the ordinary things they do to make your team, unit, or company hum. Be specific: explain the behavior or task that you are grateful for and the positive impact it has on you and the company. Try it! Every day for the next week, will you express appreciation to an employee or colleague for something they routinely do that makes your business run well? It can be via e-mail, over the phone, or even better, in person. Be specific. "There is no more powerful way to acknowledge others, than to be thankful for them just as they are," says Peter Bregman. Tom Peters wrote in a recent tweet, "It takes more time, but one at a time, 15-second praising is 10x more valuable than a group 'way to go, gang'."
Adapted from Blog Post in HBR “Thank You for Doing your Job” by Whitney Johnson
Adapted from Blog Post in HBR “Thank You for Doing your Job” by Whitney Johnson
Thursday, January 13, 2011
Stop stressing! Create a PLAN for 2011.
Can you believe it's mid January? If you’re like me, you are already stressing out just thinking about all the things you want to accomplish this year. Before you have a melt down and do nothing, sit down, take a deep breath, create a plan of action, set priorities, make things happen! Make this year, YOUR BEST YEAR YET!
Use this quick, three-step process to identify what’s holding you back and develop three personal guidelines to improve your success:
1. First, make a list of all your accomplishments from the last 12 months. Large or small, what do you feel good about? When we feel unappreciated and unrecognized, we lose our self-confidence, and worse – our ability to make our dreams come true. So, do it. Pull out a piece of paper and list all your accomplishments.
2. Now, list all of your disappointments. Any times when you let others down? Projects left unfinished. Potential clients lost? Really successful people are willing to acknowledge their disappointments and learn from them, rather than ignoring them or sweeping them under the rug. On that same sheet of paper, make a list of all your disappointments from the past year.
3. Now, list as many lessons as you can identify. Use your list of accomplishments and disappointments as reference.
Look over your list of accomplishments, and ask: “How did I achieve that”? What was my secret? For example: I consistently made my prospecting calls and acquired several great new clients. List as many lessons as you can from your accomplishments.
Next review your disappointments and ask, “What could I have done to avoid this failure? “What is the lesson here? For example: I failed to call a prospect back when I said I would and lost the opportunity to work with a huge client. List as many potential lessons as you can from your disappointments.
From your list of lessons, choose the three that are the most meaningful to you and rephrase as them as guidelines - short, positive pieces of advice to yourself. For example: Make prospecting my highest priority; or follow through.
Now, post your guidelines where you can see them often. Following your guidelines on a regular basis will lead to positive changes in your behavior and more desirable results.
To help you create your plan for your success, use the Best Year Yet year-long planning and implementation program. It’s just $99.95/year. To register and start building your 2011 plan immediately, click here.
Create your Plan – Using our online program, you will be guided through the development of a concise one-page plan that will serve as your blueprint for success over the next 12 months. Each plan includes the following:
3 Guidelines – based on lessons learned from the past year and designed to help you produce more good results and fewer of the bad
A New Paradigm – a way to turn limited thinking around and create a new positive mindset
Major Focus – a constant reminder of where you need to achieve breakthrough results
10 Results-centered goals – a detailed roadmap for a successful year
Work your plan and track results – Using PRO (Producing Results Online), our exclusive online software, you can enter weekly and/or monthly goals and track your performance throughout the year by scoring the plan results, and setting new goals for the next 7-30 days.
Become masters at producing results – Using the Best Year Yet Producing Results Audio series, you will get better and better at producing results as you listen to and learn from 12 lessons designed to help you master the art of producing results. These audio lessons are built right into the PRO software.
To register and start building your 2011 plan immediately, click here.
Need a Results Coach to help you create your plan and keep you accountable to your goals?
Results Coaching works with Individuals, Teams and Organizations to help them become focused, aligned, and producing results, year after year! We help close the gap between planning and performance!
Contact Donna King 913-745-5499 Cell:908-963-8158 Donna.king@bestyearyet.com
Make 2011 YOUR BEST YEAR YET
http://www.resultscoaching.us
Use this quick, three-step process to identify what’s holding you back and develop three personal guidelines to improve your success:
1. First, make a list of all your accomplishments from the last 12 months. Large or small, what do you feel good about? When we feel unappreciated and unrecognized, we lose our self-confidence, and worse – our ability to make our dreams come true. So, do it. Pull out a piece of paper and list all your accomplishments.
2. Now, list all of your disappointments. Any times when you let others down? Projects left unfinished. Potential clients lost? Really successful people are willing to acknowledge their disappointments and learn from them, rather than ignoring them or sweeping them under the rug. On that same sheet of paper, make a list of all your disappointments from the past year.
3. Now, list as many lessons as you can identify. Use your list of accomplishments and disappointments as reference.
Look over your list of accomplishments, and ask: “How did I achieve that”? What was my secret? For example: I consistently made my prospecting calls and acquired several great new clients. List as many lessons as you can from your accomplishments.
Next review your disappointments and ask, “What could I have done to avoid this failure? “What is the lesson here? For example: I failed to call a prospect back when I said I would and lost the opportunity to work with a huge client. List as many potential lessons as you can from your disappointments.
From your list of lessons, choose the three that are the most meaningful to you and rephrase as them as guidelines - short, positive pieces of advice to yourself. For example: Make prospecting my highest priority; or follow through.
Now, post your guidelines where you can see them often. Following your guidelines on a regular basis will lead to positive changes in your behavior and more desirable results.
To help you create your plan for your success, use the Best Year Yet year-long planning and implementation program. It’s just $99.95/year. To register and start building your 2011 plan immediately, click here.
Create your Plan – Using our online program, you will be guided through the development of a concise one-page plan that will serve as your blueprint for success over the next 12 months. Each plan includes the following:
3 Guidelines – based on lessons learned from the past year and designed to help you produce more good results and fewer of the bad
A New Paradigm – a way to turn limited thinking around and create a new positive mindset
Major Focus – a constant reminder of where you need to achieve breakthrough results
10 Results-centered goals – a detailed roadmap for a successful year
Work your plan and track results – Using PRO (Producing Results Online), our exclusive online software, you can enter weekly and/or monthly goals and track your performance throughout the year by scoring the plan results, and setting new goals for the next 7-30 days.
Become masters at producing results – Using the Best Year Yet Producing Results Audio series, you will get better and better at producing results as you listen to and learn from 12 lessons designed to help you master the art of producing results. These audio lessons are built right into the PRO software.
To register and start building your 2011 plan immediately, click here.
Need a Results Coach to help you create your plan and keep you accountable to your goals?
Results Coaching works with Individuals, Teams and Organizations to help them become focused, aligned, and producing results, year after year! We help close the gap between planning and performance!
Contact Donna King 913-745-5499 Cell:908-963-8158 Donna.king@bestyearyet.com
Make 2011 YOUR BEST YEAR YET
http://www.resultscoaching.us
Tuesday, October 5, 2010
Market Yourself Like a Master!
Ok, so you have an awesome product and service and you’re ready to market it. Sounds easy, right? Even with 20 years of advertising & marketing experience under my belt, I still was not prepared when it came time to market my own consulting and coaching business.
Sure, I executed a zillion strategies for multi-channel marketing organizations and I know how to make someone else’s product look good and sell but why do I get so stuck when trying to market my own services?
To help all you independent small business owners like me, I have provided some strategies and tips that I’ve learned over the years:
First, you must have a positive and empowering attitude! Thanks to the Best Year Yet® program, I transformed my mindset from one of “I don’t know how to sell”, “Why would people want to listen to me”, “They don’t want what I have to offer” to a motivating mindset of “ I have a valuable product that customers want”. It’s up to you, you either get lost negativity or you can align your attitude with the actions you want to achieve. With this as a foundation, you can begin planning a business that will support you, your goals, and your future.
Second, you must have a marketing strategy and a plan of action! Determine the vision of your business and develop SMART goals to focus on for the year. Ensure that goals are Specific, Measurable, Attainable, Relevant and Time-bounded. In order to achieve goals by yearend, identify the monthly and even weekly milestones needed to accomplish your goals.
Know your product inside and out! You have already established a vision for your business; now make sure you have a clear picture of your product(s) and service(s).
• What does it do?
• What are the benefits to the customers?
• What problem does it solve?
• What are the proven results?
• What makes your product different from the competition?
• What is you price+value equation?
• What is your selling price?
Develop and be your Brand! Determine the perceptions, feelings and thoughts you want others to have about you, your products, your business. Develop your unique selling position. Ask yourself what you have that is different and more valuable than the competition.
Create effective communications! Market your business using communication materials that appeal to the needs and desires of your target audience and establishes your credibility. This includes your website and other branded marketing materials.
• Look and feel should reflect your brand identity
• Ensure your message is clear and concise
• Focus on benefits to the customer
• Speak the language they understand
• Use keywords they are searching
• Provide expert information and educate them.
• Use impactful visuals they can relate to or aspire to be
• Use a strong call-to-action based on objective of the piece
Yes, target! Identify the kind of customers or industry you want to work with and market to them. This niche approach will focus your efforts. In most cases the foundation of your business is rooted in something you know well and in which you already have some expertise. In my case, I have years of experience and connections in the direct marketing industry; therefore my target is marketing/creative teams. Educate yourself on how your customers think. Familiarize yourself with their challenges, opportunities and issues they are facing. Customize products and services to meet their changing needs. Listen to customer feedback and tweak your offering to ensure customer satisfaction. Also, use positive testimonials to communicate to others the power of your product. Invite happy customers to share their positive results with friends, colleagues and family. Remember, your best customers have value behind the initial sale. Be sure to also thank them for referrals and loyalty.
Find Your Market! Now you ask, where do I find customers? You need to be where they are. Yes, that does include the dreaded “networking”. If you’re like me, you rather stick a sharp needle in your eye, then go out talk to people you don’t know. Get over it! It’s time to embrace your audience and have fun. Shift that negative mindset to “I love networking because my customers are eager to learn about my service.” Get that 30-second commercial ready and use it. But first listen and ask questions of others. Learn about their business and ask how you may help them.
In today’s world we also must network through social sites like Linkedin, Facebook and Twitter. If you’re not set up with one or all of these accounts, get set up and start tweeting! Build your network, friends and followers. It’s an easy way to get and deliver messages, get people to know who you are and what you do. You can even advertise on these sites.
Explore various ways to meet prospects and find what works for you. I attend chamber, association meetings, and specific industry events whenever possible. I also volunteer my services as a way for colleagues to get to know me and see the value I offer. Build your reputation –it’s your brand.
Another piece of advice, follow up immediately whether that be a “nice meeting you” email, a linkedin invitation, or an invite to have coffee and learn about each other’s businesses.
Share your passion and get them to experience your product! Create an opportunity for your prospect to experience your product. Give them a “taste”, a trial, a free service. Any opportunity to connect and be in front of your target market is a chance for you to show them how much you believe in your product. Every touch point is an opportunity for you to develop the relationship and paint a picture of how your product can solve their problem. Share your expertise through stories, testimonials, articles, whitepapers, blogs, and other educational materials etc. Be a guest speaker at an industry specific event and provide some give-aways. We all have different styles and approaches that suit who we are. Just remember to be authentic and real.
Develop a prospect list and track your progress! Starting a business and developing a prospect list at the same time can be difficult so remember to leverage relationships you already have to cultivate new prospects. Your friends, family or past business associates may not be in need of your services now, but they may have a friend or business associate that does.
Not all prospects are equal. Some are worth more effort than others. Consider rating them “A-C” from high interest to casual interest. Once you know where all prospects stand you can determine the best way, frequency and length of time to contact each. Track each contact and where your stand in your sales cycle.
Test various approaches! Marketing is all about testing. After sending a mailing, doing a sales presentation or what ever part of the process you are not getting the results you want, evaluate what worked and what didn’t work to create guidelines for your future marketing strategies.
Go ahead start marketing like a master!
Sure, I executed a zillion strategies for multi-channel marketing organizations and I know how to make someone else’s product look good and sell but why do I get so stuck when trying to market my own services?
To help all you independent small business owners like me, I have provided some strategies and tips that I’ve learned over the years:
First, you must have a positive and empowering attitude! Thanks to the Best Year Yet® program, I transformed my mindset from one of “I don’t know how to sell”, “Why would people want to listen to me”, “They don’t want what I have to offer” to a motivating mindset of “ I have a valuable product that customers want”. It’s up to you, you either get lost negativity or you can align your attitude with the actions you want to achieve. With this as a foundation, you can begin planning a business that will support you, your goals, and your future.
Second, you must have a marketing strategy and a plan of action! Determine the vision of your business and develop SMART goals to focus on for the year. Ensure that goals are Specific, Measurable, Attainable, Relevant and Time-bounded. In order to achieve goals by yearend, identify the monthly and even weekly milestones needed to accomplish your goals.
Know your product inside and out! You have already established a vision for your business; now make sure you have a clear picture of your product(s) and service(s).
• What does it do?
• What are the benefits to the customers?
• What problem does it solve?
• What are the proven results?
• What makes your product different from the competition?
• What is you price+value equation?
• What is your selling price?
Develop and be your Brand! Determine the perceptions, feelings and thoughts you want others to have about you, your products, your business. Develop your unique selling position. Ask yourself what you have that is different and more valuable than the competition.
Create effective communications! Market your business using communication materials that appeal to the needs and desires of your target audience and establishes your credibility. This includes your website and other branded marketing materials.
• Look and feel should reflect your brand identity
• Ensure your message is clear and concise
• Focus on benefits to the customer
• Speak the language they understand
• Use keywords they are searching
• Provide expert information and educate them.
• Use impactful visuals they can relate to or aspire to be
• Use a strong call-to-action based on objective of the piece
Yes, target! Identify the kind of customers or industry you want to work with and market to them. This niche approach will focus your efforts. In most cases the foundation of your business is rooted in something you know well and in which you already have some expertise. In my case, I have years of experience and connections in the direct marketing industry; therefore my target is marketing/creative teams. Educate yourself on how your customers think. Familiarize yourself with their challenges, opportunities and issues they are facing. Customize products and services to meet their changing needs. Listen to customer feedback and tweak your offering to ensure customer satisfaction. Also, use positive testimonials to communicate to others the power of your product. Invite happy customers to share their positive results with friends, colleagues and family. Remember, your best customers have value behind the initial sale. Be sure to also thank them for referrals and loyalty.
Find Your Market! Now you ask, where do I find customers? You need to be where they are. Yes, that does include the dreaded “networking”. If you’re like me, you rather stick a sharp needle in your eye, then go out talk to people you don’t know. Get over it! It’s time to embrace your audience and have fun. Shift that negative mindset to “I love networking because my customers are eager to learn about my service.” Get that 30-second commercial ready and use it. But first listen and ask questions of others. Learn about their business and ask how you may help them.
In today’s world we also must network through social sites like Linkedin, Facebook and Twitter. If you’re not set up with one or all of these accounts, get set up and start tweeting! Build your network, friends and followers. It’s an easy way to get and deliver messages, get people to know who you are and what you do. You can even advertise on these sites.
Explore various ways to meet prospects and find what works for you. I attend chamber, association meetings, and specific industry events whenever possible. I also volunteer my services as a way for colleagues to get to know me and see the value I offer. Build your reputation –it’s your brand.
Another piece of advice, follow up immediately whether that be a “nice meeting you” email, a linkedin invitation, or an invite to have coffee and learn about each other’s businesses.
Share your passion and get them to experience your product! Create an opportunity for your prospect to experience your product. Give them a “taste”, a trial, a free service. Any opportunity to connect and be in front of your target market is a chance for you to show them how much you believe in your product. Every touch point is an opportunity for you to develop the relationship and paint a picture of how your product can solve their problem. Share your expertise through stories, testimonials, articles, whitepapers, blogs, and other educational materials etc. Be a guest speaker at an industry specific event and provide some give-aways. We all have different styles and approaches that suit who we are. Just remember to be authentic and real.
Develop a prospect list and track your progress! Starting a business and developing a prospect list at the same time can be difficult so remember to leverage relationships you already have to cultivate new prospects. Your friends, family or past business associates may not be in need of your services now, but they may have a friend or business associate that does.
Not all prospects are equal. Some are worth more effort than others. Consider rating them “A-C” from high interest to casual interest. Once you know where all prospects stand you can determine the best way, frequency and length of time to contact each. Track each contact and where your stand in your sales cycle.
Test various approaches! Marketing is all about testing. After sending a mailing, doing a sales presentation or what ever part of the process you are not getting the results you want, evaluate what worked and what didn’t work to create guidelines for your future marketing strategies.
Go ahead start marketing like a master!
Subscribe to:
Posts (Atom)