Archive for the 'Listening' Category

Dec 07 2011

Swimming Upstream?

Published by under "Here & Now" Focus,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Change,Choosing Behavior,Communication,Customer Service (CRM),Delegation,Economy,Empathy,Entrepreneurship,Experience,Family Business,Feedback,Lifestyle,Listening,Management,Motivation,Observations,People Management,Personal Growth,Problems=Opportunities,Productivity,Professional Practices,Reality,Relationships,Reputation,Retailing,Sales,Sales Process,Small Business,Strategies,Tactics,Teamwork,Trust

The question that haunts business owners in desperate times–

                                                                

Are you making the sale

                   

. . . or making a customer?

 

Cultivating relationships among others with whom you have no shared interests –especially in this day of technology-induced dwindling relationships and global economic demise– is harder, takes more time, and is often distasteful. But does swimming upstream pay?

                                                            

The more needy you are financially, the greater the temptation to make the sale and run, regardless of the prospects that holding out now can prompt a repeat (sometimes bigger) performance further down the road. “There is no road,” you might say, “It’s now or never! I have bills to pay. I need the money now!” 

If it’s a matter of food on the table for your family tonight, you’d better go for the sale, and should probably be looking for some other work as well. But small business survival tactics really must revolve around the customer, prospective customer, and employees.

I stopped in a small hardware store looking for a kitchen faucet wand, and hoping to get a plumber referral at the same time. The store was busy, but I was greeted by a young man with a genuine smile and eye contact at the front door who asked if there was anything specific I was looking for.

I waved my broken wand. He laughed and said, “I’m sorry we can’t help you with that, but I’m sure you can find one at the big home center up the road. Ask for Joe in plumbing. Is there anything else you need today?” I said that once I found the part, I’d be looking for a local plumber to install it.”

He called the owner over and paraphrased what I’d said. The owner asked if I’d be okay with a very competent older man, a retired plumber who likes to keep active doing small projects like this, and would be very inexpensive.

Who could say no? He went to his contractor book, then the phone book, looked up the name, wrote it on a piece of paper with the man’s number and told me when might be the best times to call. “He’s been coming in here for years, but he never left a number. Anything else we can do for you today?”

I went to the big home center, got the part, found another plumber in the meantime, but returned to the little hardware store with the proceeds of a broken piggy bank. I spent a lot of money on products I needed that would have been 15% cheaper at the big home center up the road.  

When you train your people personally and teach them how important every customer and prospect encounter is every day, how customer relationships pay the bills (including their salaries) and all it takes is knowing that everyone has something in common with everyone else, and finding that something is the challenge.

It’s both the challenge and the opportunity.

                                                                                            

And all it takes to make it work is to invest something of your self. Is this true of marriage? Family life? Teams? Hobbies? Friendships? Community organizations? Neighborhoods? Certainly it’s true in every work setting — office, truck, computer station, basement, showroom, hospital, or factory floor.

Return On Investment odds increase proportionately with the quality and amount of effort you’re willing to put in.

Every prospect stands before you wanting to become a customer. Why else would she or he be there? Every customer wants to be a loyal return customer because having a sense of security and reassurance (TRUST in the seller) is half the sale.

                                                       

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Hal@Businessworks.US   302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

Make today a GREAT day for someone!

No responses yet

Nov 30 2011

No one you can really talk to?

Published by under "Here & Now" Focus,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Choosing Behavior,Communication,Creative Thinking,Customer Service (CRM),Decision Making,Economy,Entrepreneurship,Experience,Family Business,Gestalt Therapy,Good Health,Happiness,Life Plans,Lifestyle,Listening,Management,Mental Health,Motivation,Observations,Overcoming Objections,People Management,Personal Growth,Problems=Opportunities,Productivity,Professional Practices,Reality,Relationships,Reputation,Retailing,Sales,Sales Process,Self-Confidence,Self-Esteem,Small Business,Stress Management,Tactics,Trust

When it gets lonesome at the top… 

Are you talking 

 

to your SELF?

 

                                                                                   

Those who talked to themselves were once considered out of step with reality, and those who out-loud answered their own questions were thought to be in urgent need of psychoanalysis… or a straitjacket.. perhaps even a lobotomy, like in the gruesome 1450s in England. But today? You’re in luck!

Judge-and-jury assessments like this obviously don’t include entrepreneurs. After all, you probably talk to yourself at least hourly, and carry a lifetime reputation for being crazy. I mean, how else could you still be good enough to be in business in this staggering leaderless economy?

When you decide to become an entrepreneur,

you necessarily choose to also become your

own (often lonesome) sounding board.  

                                                             

You should know, by the way, I’m not trying to put a damper on your rants and raves and ongoing mutterings. Those activities, in fact, can be stress-reducing in and of themselves, and serve the purpose of clearing your head — something like a wet retriever shaking off water while standing on your foot! (Had that experience, eh?)

What I am suggesting is that you add to your self-talk repertoire, a bunch of other self-oriented and self-focused actions — like trusting your SELF and appreciating your SELF and recognizing your SELF-uniqueness.

Yeah, but that borders on being selfish, doesn’t it? And don’t we all know that selfish behavior is not a good thing for society, our planet, our personal long-term value? Absolutely. But I’m not speaking of self-aggrandizement. I am addressing the basic life and business success need — to be oriented toward one’s SELF.

Calling it selfish or not doesn’t matter. It’s what your purpose and intentions are all about that really count. When we can be oriented toward our selves in our thoughts and actions, we can be –among other things– more aware of the needs of others, and how we might best be able to help meet or fill those needs in addition to our own.

Selfishness in this respect also tips our internal scales in favor of a more improved, more productive and balanced state of mental and emotional health.

The more we appreciate and value our SELVES and our uniqueness’s, the more we tend to respect the uniqueness’s of others, and the more effective we can become at improving our pathways toward self-sufficiency, self-determination, and the all-important life quality that traditional schools fail to teach: self-esteem.

So the thin line to walk is being able to keep humility and let go of egotism while nurturing self-respect and fostering self-development through increased self-awareness. A high-wire act? If you choose to make it difficult on your self, it is… and it will be. But the choice is yours. And NOW is the time to act! Good luck!

 

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Hal@Businessworks.US   302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

Make today a GREAT day for someone!

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Nov 21 2011

BIZ ALPHABET SERIES…”Z”

Published by under "Here & Now" Focus,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Choosing Behavior,Communication,Community Support,Contacts/Networking,Customer Service (CRM),Decision Making,Entrepreneurship,Experience,Family Business,Feedback,Leadership,Lifestyle,Listening,Management,Motivation,Observations,People Management,Personal Growth,Problems=Opportunities,Productivity,Professional Practices,Public Relations,Reality,Relationships,Reputation,Retailing,Sales,Sales Process,Self-Confidence,Self-Esteem,Small Business,Strategic Planning,Strategies,Tactics,Teamwork,Trust

The final subject of this, the world’s first BIZ ALPHABET Series of blog posts! (Check out “A” – “Y”)

                                            

“Z”…ZEST

                              

ZEST (not the soap) refers to you and your business . . . ardor, élan, gusto, joie de vivre, lust, oomph, passion, pep, pizzazz, tang, vitality, energy, zing,  zoom, zip,  zap . . . either you’ve got it or you don’t.

If you’ve got it, you can make it better. Start here now. If you don’t have it, you can get it ignited here, now. Free. No strings attached. No gimmicks! Just you and your business, and me.

~~~~~~~ 

Sounds good, you say, but who cares? Uh, your customers, your employees, your suppliers, your investors, your lenders, your community . . . and your family. Does that work for an answer? This is not just another lecture on motivation. It’s about operating your business with a competitive edge.

Let’s get to it: When did you last ask a few customers why they do business with you instead of with __________ (fill in the name of a leading competitor)? Oh, you did a survey? Well, that’s great, but there’s nothin’ like the real thing, Baby, goes the old song, and there’s nothing like straight eyeball-to-eyeball answers.

Whatever you hear back, by the way, accept and be appreciative. Do not criticize. Do not “Yes, But.” Do not argue or dismiss. There’s a reason for everything. Take it in. Write it down. Smile and say thank you. Go off and think. Odds are pretty good that the answers you’ll get will have something to do with your attitude and approach.

In other words, HOW you deal with customers, employees, and others around you is what determines more than anything else why your customers are your customers. And it’s that reputation that attracts other customers. So, if these assumption about how you deal with others is even just half right, you already have a competitive edge.

It may simply need –like the holiday carving knife– a little sharpening. Start by asking yourself if you and/or someone else who works with you have been partly or largely responsible for positive customer feedback. Do you appropriately reward that behavior when it comes from others. Rewarding positives breeds more positives.

If you get feedback that attributes your business strength to other factors –price, quality, convenience, etc.–you need to giddy-yap over to your customer service counter/person/policy/strategy/whatever, to fix it or make it better.

Why? Because in this lousy economy, it is frankly not a good sign that anything other than your outstanding service should be the #1 factor quoted by customers. You cannot any longer compete on price or packaging or quality or convenience or sustainability. Anyone with the know-how and gumption can beat you on those points. 

But no one else can be you!

                                                                       

No one else can treat people exactly the same as you, and therein lies your single greatest and unique competitive edge — it’s the differential that you, exclusively, can offer. Have you ever by-passed others and gone out of your way to deal with a particular business because you relate better to the source? Of course you have.

We all seek individuals and entities we feel offer more integrity, more authenticity, a better reputation, provide more extras. So your customers are different? What’s keeping you from adjusting, over-hauling, boosting or perking up your business approaches and attitude NOW? Aren’t roadblocks, after all, a matter of choice?

Choose more of what works. Put a little spice in your spirit! And remember what you put out and how you come across — your spirit — is yours alone. No one else has or can use your strengths. 

                                                       

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Hal@Businessworks.US  302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

Make today a GREAT day for someone!

No responses yet

Nov 17 2011

BIZ ALPHABET SERIES… “X”

Published by under "Here & Now" Focus,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Change,Choosing Behavior,Communication,Contacts/Networking,Creative Thinking,Decision Making,Entrepreneurship,Experience,Family Business,Feedback,Leadership,Lifestyle,Listening,Management,Marketing,Motivation,Observations,Overcoming Objections,Personal Growth,Problems=Opportunities,Professional Practices,Reality,Relationships,Reputation,Retailing,Sales,Sales Process,Self-Confidence,Self-Esteem,Small Business,Trust

Welcome to the world’s first SMALL BIZ Alphabet Series of blog posts!

“X”…XYLOPHONE

 

If corporate types might be best equated with a musical instrument, it would likely be a bass drum. Big companies march to a loud, dull, steady, monotonous, unimaginative beat. They thrive on maintaining status quo.

And if government employees might be best equated with a musical instrument, it would probably be a kazoo because it requires no skill to use, except to be able to hum (and even politicians can hum!).

If you accept all or part of the above instrument assignments and accompanying rationales, then entrepreneurs might best be equated with a Xylophone. Like the other two match-ups, this instrument is self-energized, but unlike the other two, the xylophone requires both: musical skill and a sense of rhythm.

[Besides, there’s hardly an army of small business related words that start with the letter “X.” In fact, my dictionary displays only a few dozen words of any kind that start with the letter “X,” and so, as a matter of practicality –and my need to deliver what I started–  “Xylophone” seemed better than “x-ray”!]

The music that a xylophone actually does produce, by the way, is best characterized as bright, lively, cheerful, and allowing for great diversity, imagination, and –to be able to produce any music– self-discipline.

So there you are. If you’re the entrepreneurial spirit personified, Xylophones are in! If you’re not a true DNA entrepreneur, go hum or beat a drum. 

When did you last step back from what you’re doing, step back from your business, and what your business is doing? When did you last –like a doctor–perform a diagnostic workup on your SELF? On your business? Do you really want to know more about what others think? You should!

It is, after all, what others think –your reputation– that ultimately confirms your message, and determines your sales success. 

First of all, diagnostics always start with a patient history. So make a bullet list of high spots that you and your business have experienced in your lives. (Limit yourself to 3 minutes for each list.)

Next, start testing that history against things you know… abstract categories work best: musical instruments, animals, plants, sports, birds, song titles, cities… ask others what  (animal, plant, instrument, sport, etc.) they think you and/or your business are most closely associated with in their minds: a lion, fox, snake, turkey, hog, poison ivy, thorny vines, a mighty oak, MMA, hockey, fly fishing?

The most useful input on these assessments —IF you can avoid rebuttal, and just quietly take in and process what you learn– comes from asking others how they would equate and match you and your business. (Remember to sincerely thank each person you ask, for each input, even when it may seem insulting to you!)

Now. take what you get, and sift through what you think are the meanings attached to each. Decide what fits best, and what directions that the equations others draw may best send you.

Then go!

Play your Xylophone!  

                                                  

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Hal@Businessworks.US  302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!

No responses yet

Nov 07 2011

BIZ ALPHABET SERIES…”P”

Published by under "Here & Now" Focus,Advertising,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Change,Communication,Community Support,Contacts/Networking,Creative Thinking,Customer Service (CRM),Entrepreneurship,Experience,Family Business,Feedback,INTERNET Marketing,Lifestyle,Listening,Management,Marketing,Media,Observations,People Management,Personal Growth,Problems=Opportunities,Professional Practices,Public Relations,Reality,Relationships,Reputation,Sales,Sales Process,Self-Confidence,Self-Esteem,Small Business,Social Media,Special People/Special Occasions,Strategic Planning,Tactics,Trust

Welcome to the world’s first SMALL BIZ Alphabet Series of blog posts!

 “P”…PUBLIC

 

First off, as an entrepreneur, small business or professional practice owner, operator, or manager, you have a public persona, or image —a brand, if you will– that communicates your reputation to others in your Private-Public and in your Public-Public. You do, indeed, have both! Ignore either at your peril.

Your Public-Public (or EXternal customers) is what most often comes to mind when we talk about sales and markets. But every business also has INternal customers (family, friends, partners, investors, referrers, lenders, employees, agents, consultants, and suppliers). These are your reliable supporters, your Private-Public.

Many successful businesses build their Public-Public customer / client / patient base as an offshoot of their Private-Public resources because –sorry, marketing, advertising, PR, SEO, and social media experts— NOTHING sells like personal recommendations.

Often overlooked in this mix of supportive and prospective recommenders are FORMER family, friends, partners, investors, referrers, employees, lenders, agents, consultants, and suppliers who you are still on good terms with. Some older mid-sized companies actually foster employee alumni associations and reunions.

Not only can your Private-Public become a loyal customer base and serve to refer Public-Public purchases, they can also often suggest new business approaches, technology, and revenue streams… IF they are properly motivated and encouraged AND (and here’s the biggy) IF they are carefully solicited and attentively listened to.

Lest there be any doubts , I am not suggesting abandonment of marketing functions (sales, PR, promotion, packaging, pricing, SEO and SM applications, etc.). I am simply pointing out that day-to-day, many of us have a tendancy to overlook the obvious, spend more than we need to,  and  not tap into our best resources.

Traditional Public Relations is rapidly becoming an ineffective tool for building brands and brand awareness. With increased use of Internet sites, webinars, digital marketing and social media, the odds for stimulating Public-Public purchasing and Private-Public referrals, only the flexible, cyberspace-savvy PR firms are surviving.

A similar assessment surfaces for traditionally-invested advertising, sales, and marketing firms. This doesn’t mean “always and everywhere.” It does mean that small businesses can no longer rely on successful past media, creative, financial and market development  strategies to survive today’s onslaught of instant communications.

~ ~ ~ ~ ~ ~ ~

Remember too that YOU, personally, are always on stage. Someone is always watching and listening. You are always being sized up by someone, even when you least suspect it. The bottom line is that in addition to your business having public concerns, awareness’s, and opportunities, so do you!

~ ~ ~ ~ ~ ~ ~

Making the most of what you have means being, as Thoreau once urged, forever on the alert! 

                                 

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Hal@Businessworks.US

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!

No responses yet

Nov 02 2011

BIZ ALPHABET SERIES…”M”

Published by under "Here & Now" Focus,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Choosing Behavior,Communication,Contacts/Networking,Corporate Management,Decision Making,Delegation,Economy,Entrepreneurship,Experience,Family Business,Feedback,Good Health,Leadership,Lifestyle,Listening,Management,Meetings,Motivation,Observations,People Management,Personal Growth,Politics/Gov't,Problems=Opportunities,Productivity,Professional Practices,Reality,Relationships,Reputation,Sales,Sales Process,Self-Confidence,Self-Esteem,Small Business,Strategic Planning,Stress Management,Tactics,Teamwork,Trust

Welcome to the world’s first SMALL BIZ Alphabet Series of blog posts!

 “M”…MANAGEMENT

 

 FREEDOM

 

M B W U

is the new management methodology

for 2016 and beyond, but it needs

to be cranked up now!

                                                                              
“Huh?” say all you corporate muckity-muck types who came here for a shot of entrepreneurial adrenaline . . . you who pride yourselves on being keyed into the latest approaches to management and business leadership . . . Yes, it’s MBWU, and by now you’ve probably guessed the first two because you’re a shrewd student of business.
                                  
You think maybe I mean MBWA – Management By Walking Around? No, I would have said that.
 
MBWA is arguably the most sensible and productive form of management leadership theory in existence — at least until now.  But times have changed, and we are now nearly waist-deep in this economic quagmire with no end in sight and very few ways to lift one foot from the muck to put in front of the other.
 
Managing by walking around is no longer as realistic with many businesses that have found global growth a viable solution to the choking American dollar. For many, digital visits (video conferencing, webinars, etc.) have stepped out of the shadows, but most small businesses still rely on personal physical visits from the boss.

                                    

Okay, so what’s MBWU?

                                        

Aha! Thought you’d never ask. MBWU stands for “Management By Waking Up”!  The approach has multiple meanings, which may include walking around, but with a different emphasis. The MBWA problem-solving, problem-prevention and rah-rah visits give rise now to taking action. MBWU is a “call to action” methodology.
 
Since some action always beats no action, and since the opposite approach: ISQ (Investment in the Status Quo) means sufficient capital must be available to be able to invest in the first place, small business owners are left high and dry. Either there’s no money to invest, or there is, but you don’t trust the options.
 
Certainly, there is no incentive or reason to trust government promises enough to proceed with creating the new jobs many of America’s 30 million small business owners are capable of creating, even though they represent the only viable and historically-proven solution to the unemployment puzzle and to turning the economy around.

 

 So, VOILA! It’s time to wake up! MBWU means:

A) Getting up every morning and taking a good, hard look in the mirror, rubbing your forehead vigorously for 3-5 seconds, and admonishing your self to “Wake Up!”

B) Getting going! Take your wake-up call to work, and share it generously with genuine positive praise and sincere encouragement. Turn on your charm and authenticity.

C) Starting every action and response to others’ actions with a deep breath and a self-commitment to stay focused on where things ARE, and how to make them better along the way to where things need to go.

D) Knowing in your heart of hearts that true wake-up calls require open-mindedness.

 
The more open-minded and receptive you can be (and the better listener you can be) and the greater your sense of urgency, the more that opportunities will surface that usher in new avenues and prospects for new business from existing and old customers, as well as new business from new customers.
 
You are likely to uncover entirely new revenue streams that would not ordinarily surface in businesses where owners and managers remain inactive, and distance themselves from reasonable risk-taking..
 
All MBWU progress is of course enhanced by being able to experience a decent night’s sleep from the git go. It’s hard to wake-up and make better use of resources, better decisions about priorities and people, when, for example, you’ve been out late partying the night before or are in a high-stress environment at home, or haven’t exercised or eaten properly.
 
So the 1/3 of your MBWU life rests squarely on the 1/3 of your life that you spend sleeping, which rests squarely on how you manage and treat and believe in your SELF. Are you ready? Got a plan? Are you set? Go!

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Hal@Businessworks.US

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!

No responses yet

Nov 01 2011

BIZ ALPHABET SERIES…”L”

Published by under "Here & Now" Focus,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Change,Choosing Behavior,Communication,Corporate Management,Creative Thinking,Decision Making,Delegation,Economy,Entrepreneurship,Experience,Family Business,Feedback,Innovation,Leadership,Lifestyle,Listening,Management,Motivation,Observations,Overcoming Objections,People Management,Personal Growth,Productivity,Professional Practices,Reality,Reputation,Self-Confidence,Self-Esteem,Small Business,Teamwork,Trust

Welcome to the world’s first SMALL BIZ Alphabet Series of blog posts!

 “L”…LEADERSHIP

 

So much has been written on this subject, here and elsewhere (and no where as meaningfully, in my opinion , as Rudy Giuliani’s book, LEADERSHIP), yet it cannot be ignored here as the “L” topic. Without it, there is no business –yours or anyone’s. With it, even when it’s as pathetic as that which we see (and don’t see) from the White House, there’s always at least a remote chance of success hovering above the clouds of follower discontent.

The problem we face as entrepreneurs and small business owners and managers is that –unlike some careers in science, accounting, programming, and assembly line manufacturing– small business startup and development success is determined as much by effective leadership as by the central ideas, products, and services represented.

And leadership doesn’t spill out of a cereal box, a webinar, an MBA program, Fortune magazine, or a fortune cookie. Leadership comes from inside you. It is, more than anything, an attitude. It is responsiveness. It is a show of good faith and respect for others. It is having exceptional communication and motivational skills.

But–above all else— it is having a personal foundation cornerstoned by authenticity, integrity, and trust. The closest thing to spontaneous rise-to-the-occasion leadership comes from the military when opportunities to plan and prepare may not always exist. It is otherwise a role most of us grow into of necessity and develop accidentally.

I’ve worked with and written about leaders being most effective when they pull instead of push, when they solicit input instead of quash it, when they reward failures for the effort and inspire others to top performance rather than berate others for failures and constantly prod to produce productivity.

Truly effective leaders are truly transparent in both words and deeds.

                                        

Having a “take charge” attitude is a great asset for leadership when it’s exercised quietly, but having a take charge behavior –acting out internal convictions often results in a non-productive fearsome or obnoxious reputation that diminishes responsiveness and commitment by others. Instead, challenge others to take risks.

It’s a thin line, leadership. And walking the walk counts for substance and achievement. Talking the talk is for shallow minds and empty suits. Your business counts for something important to you. Working at continuous improvement of your leadership skills will move that “something Important” closer to reality.

And you have that new opportunity to be the best leader you can be for your business every hour of every day. Look for ways to measure how you’re coming across to others. Practice what you preach. Ask for feedback, Encourage innovative thinking (taking creative ideas all the way to implementation). Reward with praise.

Be sincere. Be honest. Be an example, Be the leadership you seek to inspire. Watch your business grow.

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Hal@Businessworks.US

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!

No responses yet

Oct 16 2011

BIZ ALPHABET SERIES…”C”

Published by under "Here & Now" Focus,Advertising,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Communication,Creative Thinking,Customer Service (CRM),Decision Making,Entrepreneurship,Experience,Family Business,Feedback,Innovation,Leadership,Lifestyle,Listening,Management,Marketing,Motivation,Objectives,Observations,Personal Growth,Problems=Opportunities,Professional Practices,Public Relations,Reality,Relationships,Retailing,Sales,Sales Process,Special People/Special Occasions,Strategic Planning,Tactics

Welcome to the world’s first

BIZ ALPHABET SERIES of blog posts

 

“C”…

                                

CUSTOMERS/CONSUMERS

 

                      

CUSTOMERS and CONSUMERS. These are sometimes, but not always, one in the same.

You buy a can of beans; you cook and eat the beans; you are both the customer and the consumer. But, If I am 6-years-old and badger you to buy me Chocolate Tsunami Cookies because “They Make Waves When Dunked in Milk,” and you buy them and I eat them — then you are the customer and I am the consumer.

In that situation, we are very different people indeed, but the bottom line to the Chocolate Tsunami Cookie Company marketing people is that I, the consumer, have influenced your customer purchase.

The monster corporations out there have monster R&D departments bursting at the seams with monster (3, 6, 9, and 12-month long)  research projects, and are busily preparing monster evaluations, assessments, analyses, executive summaries, and follow-up surveys and studies to support the research findings.

Many of these undertakings are aimed at identifying (in the case of the Chocolate Tsunami brand) which 6-year-olds in which towns are watching which TV shows, and who are most likely to influence their parents (or the most lenient or susceptable parent) to purchase the cookie brand on the next shopping trip.

Oh, and do they have the parent’s email address?

                                                        

Small business owners know better

than to waste such time and expense.

                                                                   

They make the cookies, sell the cookies, gather feedback from some kids and parents, adjust the manufacturing (or pricing, packaging, promotion) and sell them again. All the while the monsters have no product. They are still doing statistical analysis of adolescent sugar intake.

But too often small business owners direct their marketing messages to the buying customers when actual purchase decisions are being made by the ultimate consumers and/or other influencers. [Women, for example, purchase more wine, but men are almost always the ones who specify what type and brand to buy.]

Small business owners often overlook that different messages need to be directed to different market targets. Parents buying cookies that they are pleaded with to get by their children may require a bit more rationality attached to the emotional appeal that’s focused on persuading the children.

“Making Waves When Dunked in Milk” may be a cute line for something named Chocolate Tsunami Cookies. It could probably attract attention and create interest for any age.

While a child may, however, simply buy into the slogan– Mom or Dad need to know that the chocolate and flour used are organic, or that every purchase comes with free quart of milk or roll of paper towels . . . or that they will be the talk of the neighborhood because their kids are the only ones who can’t “make waves.” 

The bottom line is that by focusing marketing efforts on customers alone risks losing potential business that’s generated by ultimate consumers.

Using the same message in the same ways doesn’t do it. 

KEEP your branding theme and slogan, but address different interests with different language in different media whenever your customers and consumers are different in age or attitude or responsibility or capability.

                                                      

A handicapped senior may have primary concerns about the safety and ease of use for a stair-lift, while the family making the arrangements may be more focused on price, insurance coverage, and service warranty. The best way to cover all your bases is to ask customers and consumers questions, and keep asking. And Listening!

                                             

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Hal@Businessworks.US     302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone

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Oct 13 2011

BIZ ALPHABET SERIES…”B”

Published by under "Here & Now" Focus,Advertising,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Change,Choosing Behavior,Communication,Contacts/Networking,Customer Service (CRM),Entrepreneurship,Experience,Family Business,Leadership,Lifestyle,Listening,Management,Marketing,Motivation,Observations,People Management,Personal Growth,Productivity,Professional Practices,Public Relations,Reality,Relationships,Reputation,Self-Confidence,Small Business,Strategic Planning,Tactics,Trust

Welcome to the world’s first

BIZ ALPHABET SERIES of blog posts

 

“B”…BRANDING

 

 Besides that you’ll find tips galore by clicking here or on the “BRANDING” tab at the top of this blog’s homepage, here are some seldom discussed points you may want to review that can put a new light on the subject. Here you go:

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BRANDING is rarely thought of by many business owners and, it seems, by most of the general public, as being what it really is. Branding is a composite of all things related to a business product, service, or idea (or a cause or individual), and those who represent these saleables. All things? All things.

If you’re a business owner, manager, operator, partner, investor, or entrepreneur, YOU are the brand as much as any product, service, idea or platform you offer.

Simply stated, your actions, inactions, initiatives, attitude, behavior, beliefs, decisions, appearances –the WAYS you treat others every day– are as integrally woven into the fabric of your brand as your logo, theme, slogan, color scheme, marketing message, and “packaging.”

Like it or not — as head honcho, you have created or are carrying forward a specific parental posture that is constantly being evaluated and looked to for setting examples, offering advice, citing experience, expressing empathy, and fostering every conceivable aspect of effective leadership.

The problem is that you probably never counted on having to be both mother and father to assistants, associates, work teams, employees, consultants, partners . . . and carry your personal life family role along with you in your travels.

So how can you bring your maternal or paternal (or both) leadership role up to snuff when you really don’t care about nurturing other people’s idiosyncrasies? Well, here;s the bad news: The responsibility comes with the territory.

You cannot run any business bigger than a one-man-band with any measure of sustained success without exercising both passion (for what you represent) and compassion (for those you’re in contact with each day).

Does this mean you need to be a shrink, therapist, counselor? No, but you do need to be the parent because the business is your baby!

No one else (other than perhaps a spouse who shares the same values as you) can ever do the same justice to your enterprise that you can. No one else can sell your business message as effectively as you. No one else (other than –again– a spouse, and of course any investors) really cares about your bottom line.

It’s your job to be the leader and show people the way to feel empowered and rewarded for doing quality work on your behalf. You must bridge the gap. You must lead by example. People will rally to your mission and vision when you pull instead of push, when you show sincerity and honesty in all your dealings.

 Others are always watching what you do,

and listening to what you say,

measuring your integrity.

                                                 

“All the world’s a stage,” said Shakespeare. Your spotlights are on and your curtain is up. Make the most of your business debut and all of your curtain-calls, along with every opportunity to polish your act. Have a great run!

                                        

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Hal@Businessworks.US    302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!

No responses yet

Oct 10 2011

“Business As Usual” Spells Failure

Published by under "Here & Now" Focus,Advertising,Attitude,Best Practices,BRANDING,Business Growth,Business Life,Change,Communication,Community Support,Contacts/Networking,Creative Thinking,Decision Making,Delegation,Economy,Entrepreneurship,Experience,Family Business,Feedback,Innovation,INTERNET Marketing,Leadership,Life Plans,Lifestyle,Listening,Management,Marketing,Media,Motivation,Observations,People Management,Personal Growth,Problems=Opportunities,Professional Practices,Public Relations,Reality,Relationships,Retailing,Sales Process,Self-Confidence,Self-Esteem,Small Business,Social Media,Tactics

If you’re not rattling cages,

                              

reserve your business

                        

headstone now!

                          

                 ~ ~ ~                  

                                          

C’mon, Hal, the Halloween season gettin’ to you?

Waiting with tricks instead of treats?

Not me. I rattle cages.

 

But what about you? Are you depending on others to scare up some new business? Maybe you’ve seen too many stun-gunned tongues (say that five times fast!) and zombie axe murderers on late night TV? Too many ghoulish retail displays? Maybe you almost died?

If every chainsaw you see reminds you of a massacre, maybe you’re running on (or from?) fear? No? Well if you’re not shaking up your business every week, it may be that you’re running on ambivalence and, in turn, leading the county coroner to your business doorstep.

Investing in the status quo with your business is a no-action action that –depending on how secure your finances are– will either provoke a knife plunge into the heart of your enterprise or cause business death by potato peeler. If 2015 means continued business life, it must also mean continuing dramatic action at every level.

If it ain’t broke, fix it anyway.

                                                              

Stop being afraid of stirring up the competition. The most successful retail businesses are those located in the same geographical areas as their competitors. Competition stimulates consume traffic. Your website’s not up to snuff? Bite the bullet; get some cash out from under the mattress, and pay a professional to polish up your act!

Can’t afford the advertising you want? Stop advertising. Go to (free) Twitter and Facebook and LinkedIn instead. Start doing (free) public relations instead — newsworthy news releases, captioned newsworthy photos, special events (e.g., charity-based, combined with other businesses, educational programs).

Are your employees, suppliers, referrers, investors, community supporters challenged enough? Are you putting out strong motivational incentives to get the (free) word-of-mouth going? Are you running contests that provoke fun and prompt action? (Hint: No need for elaborate or expensive prizes if enough imagination is exercised).

Shake it up!

                                                           

Have you given presentations at local colleges, high schools, community centers, and then promoted them and followed up with news releases and unusual photos? Have you compiled a media “hit list” of appropriate editors and writers and publishers who would have a natural interest in your business and business pursuits?

Do you have an “elevator speech”? Do you carry business cards and a notepad with you at all times? Do you ask questions 20% of the time and listen to answers (and jot them in your notebook) 80% of the time? Have you collected email addresses everyplace you go? Are you using them to send worthwhile info out?

“Business As Usual” means inactivity, nothing changing, no excitement, no hustle. It will take you straight to the business burial grounds up in the sky (or somewhere?) and you might want to stop off at your lawyer and accountants’ offices on the way to fill out bankruptcy papers. This economy has no mercy.

If you’ve got guts and gumption, nurture them. Stimulate them. Ignite them. Explode them. Make them work for you.

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Hal@Businessworks.US   931.854.0474

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!

3 responses so far

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