What the hell is marketing?
This is relevant question today because everyone seems to point to marketing as THEE key to success. And yet, definitions and expectations diverge wildly about what marketing is and what it is not. Mostly it seems to be misunderstood, misused or both. At Re:Sourceful, we say > Marketing builds and/or solidifies relationships with customers, so they buy from you and keep buying – even when they have other options.
We view it as the beginning of the sales process. Great marketing can sell in some cases, but the days of interruptive marketing or 'advertising' having the ability to grasp someone's attention and get them to act/buy are mostly long gone. Sure it may still work for some markets and some demographics, but even those options are slipping away rapidly. For every way we have to talk with our customer, they have a method to block or shield themselves.
Most of our partners are in the telecommunications industry, and changing/threatening regulations and rising costs are major issues for companies and the customers they serve.
So, where does that leave marketing? Possibly in a very good place if we are willing to change our approach, and change it dramatically.
Healthy relationships at any level are two-sided. They are about listening, caring and acting to the benefit of other person. Business relationships are exactly the same. For years most companies didn't treat them this way because they couldn't or didn't want to make the effort. Today, tools exist to better accommodate one-to-one communication and relationship building interaction, if you are willing.
In my view, these are some steps toward change that may help:
1) You need a truly great collection of talented people. Experts that have the ability to build and enhance relationships through sharing their knowledge for the benefit of customers. If you don't have them, you need the guts to go get them. You may have to move some people to other seats or off the bus all together.
2) Your entire staff needs the desire to communicate your collective expertise and then demonstrate that your people are the authority on the subjects in which you talk/write/share. If you have the desire, you will find the methods you need.
3) And most importantly, you need to transform your company into a sales organization. I'm not talking about some sleazy Glen Gary Glen Ross type, but rather, an organization that has enough discipline and caring to monitor, track and nurture individual relationships - of both longtime customers and prospects. So you can listen and respond quickly, if needed, in the format desired by the customer.
These ideas are not new, nor are they tremendously difficult. However, in order to do them you have to stop doing some things, and you might need to significantly retrain or change some of your workforce.
Marketing is not a department. It is a mindset which needs to reside in all areas of a company, if you want to be successful.
What is Loyalty?
I got an email last week from a friend/client asking for my thoughts on loyalty. It said something like this: "If you have 5 minutes can you reply with your opinion on what makes a customer “loyal”? Curious as to what you thoughts are…" At my friend's suggestion, I've made our topic into a blog post. Loyalty certainly is situation specific - meaning if we are talking about product loyalty vs friend loyalty, we might have different definitions.
Age can affect one's opinion about product loyalty, in my view. People will often say - "No one is loyal anymore." I'm not sure that is true, people are loyal, but what makes them loyal, the elements that need to be engaged may be different from before. Today, product loyalty is largely based on customer experience, and to a much lesser extent price.
I define product loyalty like this: Given other compelling choices, the customer stays with a product/company because they so appreciate the entire experience that is provided - the product itself, the customer service, and any other value related or benefit related offering that is connected to the product/company.
Certainly every person has a different benefit-to-price/value ratio. Some only value price, so their ratio favors price above all - mostly they are not considered loyal in this type of conversation. The challenge in our world today is finding what level each customer's benefit-to-price/value ratio is - and trying to have their experience match their loyalty expectation.
Any of your thoughts are welcome, as this is an ongoing debate.
Hello Asana
I love products that help me manage workflow, and to be more efficient. No product can MAKE you be productive and efficient, but they can help. I've used DayTimer, Franklin Planner, Outlook and Palm Desktop. I've read Steven Covey and David Allen. I've learned something from all of them over the years. I've become mostly aligned with David Allen's Getting Things Done approach. If you are not familiar, do yourself a favor and check it out.
About 6 months ago I learned about Asana. It is a web-based team task management system. I've not adopted their model to use it to replace inter company email yet, but maybe I should. Asana is flexible, and yet offers enough structure & assistance to get you started with ease.
If you are in the market for something like this, Asana might be the answer - and it is free for small companies and very reasonably priced for others.
My favorite tip I've learned over the years is a way to manage tasks/questions I've delegated to others. David Allen calls it @Waiting For. I just use Waiting For. In our case it is a tag in Asana, but there are many other ways to use this idea.
Good luck and enjoy!
What are you reading?
Seriously. What are you reading? If you want to grow professionally, you need to read books. Yes, blogs can be great and articles can be good, but nothing helps the mind consider new things like books.
I was not huge fan of reading for fun or growth after college until a friend of my wife introduced me to Nelson DeMille. Then, I re-learned to love reading - like I did when I was a child.
Then, after I started my company, I started to read a lot of business related books - until it became a habit. The audio books were my addiction for a time - starting with tapes, then CDs and finally on my iPod. Hard cover books are still great, but my new favorite way to read is on my iPad.
DeMille and John Grisham are two fiction writers I go to for vacation reads, but there are many others too. As for business writers, I like Malcolm Gladwell, Seth Godin, and Patrick Lencioni.
Read The Tipping Point, Outliers or David & Goliath by Gladwell. Or, read Permission Marketing by Godin…or any of his other stuff. Start with 5 Temptations of a CEO by Lencioni - and you don't have to be a CEO to learn a ton from it.
My current favorite book is by Jay Baer, and it's called YoUtility. If you are in marketing, own a business or want to sell anything from today on - it is MUST read.
So, I'll ask again. What are you reading right now?
The big slow down
I'm a sports fan. Around the game, one often hears reference to the 'speed of the game' and how it changes from one level to another - from high school to college and from college to the pros. A common line is: "The game is starting to slow down for him, so he is playing better/making adjustments - winning more." If you are a parent and have taught a child to drive you understand this idea as well. Very likely you've driven for a long time, so you know how to anticipate and where to look for danger. Young drivers don't have that experience and so everything is happening fast for them; experience has not yet taught them all the lessons you have learned.
How fast is your work life? Is is running the speed you want it to run? Mondays can be tough days for me if I let them. Often the size of my to do list and/or competing priorities can wind me up. If I don't focus, I look at all that stuff, and think it needs to be done right now. Add in new interactions from email, and other sources - and the speed can be too much.
Find tactics that work for you to slow things down. For some it is exercise. For others maybe it is only reading email two times per day. For still others it is making lists and prioritizing them. Sometimes a change in scenery can be what is needed - work from a new place in your office, if you can't go off site. Experiment with ways to slow down your work life. It is the best way to offer your best work.
Be quick but don't hurry
John Wooden is a great basketball coach. One of his many great sayings/quotes is "Be quick, but don't hurry." Honestly, that is some of the best advice I've ever absorbed and it applies in so many areas of ones life. And it applies well to marketing too. Often there are many tasks that need to be done and all seem ultra important, but most often there are a few big rocks that really need to be done first AND done very well. So, hustle. Work hard. Be diligent. And most of all, be quick but don't hurry-the process, the hire or the project. Great sometimes takes just a little bit more.
The solution to the time problem
Like most busy executives, I don't have enough time to do or act upon all the tasks, projects or ideas that I have. This blog is just one example. I've learned that blogs evolve; they ebb and flow. I've also learned, what you know as well: there's a lot of great content and interesting topics offered everyday on the web, which I find or others send my way.
So, for a while, I'll post a link or a short thought about something I've seen or recently read.
Today's topic > www.recode.net
This is Walt Mossberg & Kara Swisher's new adventure and it is very much worth watching/checking out.
Replace search for silver bullet with hard work
The story is the same. Everyone is looking for a silver bullet. The perfect recipe, or that one-hit to make the money flow in and their job easier. While the truth is that most success is earned through struggle, hard work, adjustment and perseverance. This is true in many areas of life and marketing is no exception. Marketing folks are tempted just like everyone to run to the hot new and shiny item of the day/month/year. Every 'traditional' or 'old school' method of marketing was at one point a shiny new toy.
The quiver of arrows just gets bigger, and the customer's ability to shield themselves grows as well. But the temptations that remain are: A) use them all or B) find the one or two 'that work' and use them exclusively.
Neither of these options are correct for everyone, and to suggest otherwise would overly simplify customers. Humans are complex and their buying decisions are immensely diverse. However, the one thing they want is to feel a connection with a company or brand. Yet, how that feels and is translated is different for everyone.
We often say this is a relationship or experience we want the customer to have with our company. Most of the time it is a human connection and at other times it is a feeling or sense of understanding that defies definition. But with any relationship, asking for permission is almost always welcome and further builds the bond.
Work hard with building relationship with customers by getting their permission to serve them. Your efforts will pay off for both of you.
Words and emotions
Words used correctly in marketing should evoke emotions. I didn't start out to be a writer and I could argue that I'm not one now by some definitions. But, I spend most of my professional time shaping words to cause action, illicit a response or to deliver an important message, so in that sense I'm a writer - or at least a communicator.
Emotions are part of the communications system. People have an emotional connection to all sorts of things and not all of them make sense, even to the person holding them. However, to connect with someone's rational and calculating side, you must first tap into their emotions; and that connection to the emotions must be real.
In order to be real, you must understand your audience well enough to know what matters to them. In short, you need a relationship with them.
A wise coach once told me, "Rules before relationships will lead to rebellion."
Another saying which applies is: People don't care how much you know, until they know how much you care.
Get to know your audience as deeply as you can in all the ways you know how. Then, connect with them inside that relationship. You'll be amazed at the results.
Do something that matters
It is my assumption that everyone wants to do something that matters. I'm far from positive about this, but it just makes sense to me. The opposite is people just want to feel like failures much of the time - and I just can't see anyone wanting that. So then the questions are these:
1) What is it that matters?
2) Can I do something that matters here or do I need to go somewhere else to do it?
The answers (as I see them) are:
1) What do you have a passion about? I'll bet others do to AND would benefit from your passion, understanding and expertise. Share it and watch what happens.
2) Yes. There is not a perfect place or ideal time. Certainly timing can be important, but if you wait to find the right mix of whatever you are waiting for - you will never even start.
Good luck. Let me know how it goes for you!
New jobs, old jobs and telling the difference
Seriously, how do you view your role in your company? What are your boring, routine tasks AND what are your larger responsibilities?
Certainly we all need the ability to 'turn off' work and not carry around the problems, challenges and blessings we experience in the workweek. And yet, we are in a 'always on' world. Staff, who doesn't at some level appreciate and respond well to this fact, may find their seat at the table moved or removed. Organizations today need people who create solutions where only problems existed before, or to create value where expense was the common viewpoint.
Because it is so thought-provoking, I'm not just providing a link to blog post - but I'm also including it right here. Enjoy the content then consider your role and those of people around you.
Who goes first? Initiating a project, a blog, a wikipedia article, a family journey--these are things that don't come naturally to many people. The challenge is in initiating something even when you're not putatively in charge. Not enough people believe they are capable of productive initiative.
At the same time, almost all people believe they are capable of editing, giving feedback or merely criticizing.
So finding people to fix your typos is easy.
I don't think the shortage of artists has much to do with the innate ability to create or initiate. I think it has to do with believing that it's possible and acceptable for you to do it. We've only had these particular doors open wide for a decade or so, and most people have been brainwashed into believing that their job is to copyedit the world, not to design it.
That used to be your job. It's not, not anymore. You go first.
Is your work art? Should it be?
We waste a lot of time worrying about stuff, rather than just doing something productive. Or new. Or creative. Or heaven forbid, really innovative. The reasons are endless and boring. With all the stats and analytics these days, we have the mistaken notion that we can completely understand what customers (people) will do in any situation. We can't. Sure we may understand trends and options, but by the time we think we understand, the path is well-worn and tired. It has become science.
Science is fine, but it kills creativity and real innovation. I love science and all that it does for us in our daily lives. I really, really do. But that does not mean that we all have to be scientists. Many of us are artists of some sort of another. So we need to make good art.
In business language, art = innovation, however you care to define it. Why aren't you (and I) creating more good art? Find what is stopping you and remove or ignore it for a day, a week or a year. Until you can make good 'art' in your context.
Check out the video below or see it here from Neil Gaiman and this from Seth Godin about his new book The Icarus Deception.
2% + 5% DOES NOT = 100%
You don't have to be a math major to know 2% + 5% doesn't = 100%. However, I see plenty of people who react to the 2% to 5% who whine and complain, as if they represent the opinions of 100% of their customers.
I've witnessed the 2-5% rule in many places and ways. They're your customers that hate their life and they want you to hate yours too. They think their water is too wet, the sky is too blue and their ice cream is too cold.
I attended a lunch and learn today led by Mike Wagner of the White Rabbit Group and held at ScaleFaster.com (thanks Doug Mitchell) that was about building your brand - but through a very thoughtful process. At the core is WHO is your right customer and WHAT do you want their experience to be.
If you answer these questions well and stick to your compass (you'll have to ask Mike about the compass), you won't worry so much about the 2-5% because you may never end up serving them. And, if you do, you'll understand that although their cash is green this time, they're not your 'right customer' anyway.
If you make the experience right for your right customer, your business will thrive.
Want to know more about this idea? Click here to sign up to attend next Wednesday's free event.
The benefit of fear
Fear. The word alone makes palms sweat and guts wrench. But, fear can be good for people and organizations, if it's dealt with openly and honestly. It can keep you focused on a goal and away from danger. Fear can motivate you if it doesn't paralyze you.
Effectively dealing with fear can't be done without managing your emotions because it's difficult to think clearly when your mind is overwhelmed.
Draw on your patience. Look at your plan. Engage your people.
Fear brings focus. Use it to your benefit.
The Helpful Gene is critical to a strong organization
Being helpful is a trait that is taught early to children in the US. Some take to it easily and
others not as much. There certainly are studies about how personality type and birth order affect helpfulness, and like most research you can find some to make whatever case you care to make.
But, I'll say this: when you look for staff members, or vendors of any type, helpfulness should be a key hiring trait. It's a primary key to long-term success.
Helpfulness is a personality trait. To those that have it, it's ingrained. Those that are truly helpful LOVE to help people, sometimes even those that don't want to be helped. Which can cause problems for the 'helper' that has yet to rein in their gift.
I'm a helper. I've been that way for as long as I can remember. Over my life it has caused both joy and pain, as I learned where and when helpfulness was - well, helpful.
On the surface, and maybe even down a few layers, this post might seem self-serving. And I suppose it is to some extent. Since I am helpful, I view it as a valuable and necessary skill. But this post goes much deeper than being self-serving because it is about WHY helpful people are good for organizations.
In order to use your helpfulness you have to: see issues from other's point of view, understand the big picture, develop solutions that really solve problems, and you might have to become good at presenting on topics/issues that no one wants to discuss or talk about. You have to care and, more than that, you have to care about the people affected, and to understand the issues from the business side and the customer's side.
So, consider what questions you can ask to uncover if your next vendor or employee is a helpful soul. Their long-term value to your organization will be directly correlated to their helpfulness.
Does technology make you less civil?
We have all done it. And at the same time, we all dislike it...or should.
We've checked our phone while with another person. In a car. At a restaurant. During a conversation with friends. It has become the norm, but it shouldn't be. Technology is making us less civil and courteous to one another and it is a trend that shouldn't continue.
You'll notice I'm not calling out young people because they are not the worst offenders, and they are still learning (or should be) proper social niceties.
Interestingly, mobile phones are not the only type of technology that helps us be less civil to one another.
Answering machines have long allowed people to screen calls and avoid those whom they don't wish to speak. Now caller ID and voicemail have allowed that to be taken to another level.
Interestingly, people don't return phone calls like they should either, even when they were the originator of the engagement. I wonder if it is an extension of the avoidance that they have long practiced.
Many communications companies are pushing the 'it will wait' message regarding texting while driving and I certainly agree with that on all levels. I hope to at least make you think about using technology to help you communicate better with others. Use it to help your civility and courtesy, rather than making it a barrier.
Think about this next time your phone vibrates in your pocket or purse, when you are with others. Your relationships will be better for it.
An Untouchable lesson: What are you prepared to do?
I love the movie The Untouchables. Like all great stories it has layers. Very often those layers provide opportunities for teaching or learning if you're inclined to consider the full context of the scene, dialogue or situation. The scene below is just such an occasion.
What are you prepared to do?
Not in the context the film uses, but rather what are you personally or professional prepared to do? What is your company prepared to do?
It is an invitation to answer the call, if you are prepared to act, or to prepare yourself if you are not.
Maybe you need a plan. Or, maybe you just need to just follow the plan you have in place. Possibly you need to make some hard choices. Or, it might just be you need to buckle down and do whatever is in your path.
So, what are you prepared to do? Action is required. It is your move.
Ditch the jargon, make more sales
I didn't think this topic needed to be covered again, but apparently it does.
When you are selling anything to anyone or when you are developing a product or service, for crying out loud please don't use industry jargon or acronyms. Not ever.
If you currently have some in your sale literature or on your website, please start purging it immediately.
The reason, which is apparently not as clear as it should be, is that customers don't know what the heck your lingo means. Nor do they care. And, when they don't know, guess what they do? The leave and buy from someone else unless you are family, and then they still might leave.
Few customers set out to learn a new language when they are trying to buy something, and if they do want this they can get their fix with Google while researching.
If you get into the sales process far enough you might need to introduce some 'tech spec' talk in order to draw a distinction, but you certainly don't need to lead with this stuff - even if the buyer is an IT manager. Shoot, even they like simple - easy to understand language.
Ditch the jargon and you'll have the opportunity to make more sales.
The angry customer hat
When was the last time you took a hard look at your organization's products or policies?
I'd suggest you do it today and before you do, put on your "angry customer hat."
As its name implies it helps you remove your 'insider' glasses, industry knowledge and justifications, so you may consider how your products or policies might be viewed from your customers' perspective.
This is harder to do than it may sound.
Read your copy in your product flyers, catalogs or ads. Look for ways it could be misunderstood or twisted. Consider your marketing campaigns with this hat on a month before your launch them, so you have a chance to adjust as needed.
If you need some help getting in the right 'angry' frame of mind, ask your front line staff. Sales or customer service people can provide you some real world feedback which they hear everyday. It will get you going the right direction, with the right intentions.
Now comes the critical part of this process. Just because someone might try to twist something doesn't mean you need to change it, but it does mean you need to be ready with your answer and maybe a sense of humor.
Most certainly, you want to be sure you are clear - beyond reasonable misunderstanding.
And, you want your product or policy to make logical sense. Does it have a solid basis? Is it smart.
Doing this well, will save you and, more importantly, your sales, customer service or installation staff a lot of headaches. If you don't know where to start, think about places where customers first interact with your company. Start there with your angry customer hat.