That is certainly not a call to action, rather something to consider when setting the low bar of constructive criticism.
The truth is business hecklers come in all shapes and sizes, and sometimes from the one you least suspect. You will meet them at a conference presentation, or at the next network gathering. Look past the person and the sting of the NO, and there is value in any stalled elevator pitch.
We get so caught up in the good we think we’re bringing the world, that sometimes we need that person that ‘just doesn’t get it’ to help us get our mojo back—the relevant differentiator that can determine the fate of your business.
If you’ve ever read any Guy Kawasaki, he has a point about “Make Meaning.” It’s not how cool you think you are… do people believe in your product, care about your mission, and trust in your sincerity?
In the moment you may want to strangler the nay-sayer, but an unwavering commitment to make meaning is why you are in business. Figure that out and there is nobody that can talk you off the value you deliver!
Give credit when credit is due. Some brick-n-mortar retailers will be relevant and smiling this December.
The brand recognition goes to Bass Pro Shop. When it would be easy to be slashing prices and touting sales, the Bass Pro ads suggest something more meaningful; that Christmas (and Christmas shopping) is an experience worth remembering.
They show vintage video that warms and reminds us of a time before the marketing + media blitz. And kids… come in and create a handmade ornament for Mom, the perfect gift. See a snowy village electric train and get a free photo with Santa.
What really makes it special? Instead of competing on price or trying to convince us that the perfect gift is waiting to be discovered in the aisles, the welcome surprise was that Bass Pro didn’t mention a single product.
Sales by the numbers will go to Craft, Consignment and Discount Stores. These are the stores that live somewhere between Walmart, Michaels, Nordstrom Rack and the Dollar Store. What they lack in sex appeal they make up for on unbeatable margins, and location is part of a marketing strategy.
HGTV has taught me that the companies that spend the least on holiday advertising also hold some thoughtful gems and last minute gifts that budget strapped shoppers will looking for with mid-month paychecks.
Casual Thought Friday… “Beware of any endeavor that requires new clothes.” H.D. Thoreau
As I listened to the founder of Patagonia speak about the worthless organizational value of the wordsustainability and his ongoing work to influence Walmart, the 11th largest economy in the world, it became apparent that he never wanted to be a businessman. His passion for creating a better product and asking the right questions just made him that way.
Business is relevant to what you are trying to accomplish, and it can be anything you want to inspire. It’s one thing to expect to grow 15% every year – which will eventually outgrow the market and get bailed out by the government – and another to build great products that are part of something bigger.
If you wait to respond to your customers, then you’ve already missed the opportunity. But take it from Yvon Chouinard, check your global growth expectations and build your business around making things better. Leaving more behind with less impact ensures that future generations will have their health and the resources to continue your legacy, and that’s what it’s all about.
Casual Thought Friday… how relevant is cold calling in today’s B2B Sales Strategy?
Results would indicate it is about or less effective than direct mail, which puts it around 4% effective at best. Of course there are amazing success stories, and yours truly has had more than a few. But the cold hard fact is you won’t be able to grow your business in 2010 or beyond without a marketing plan that supports dialing for dollars.
As for scripting the call, this is not the time to tell your story or cite your brochure. If there was a Biz Dev bible, it would say cold calling is about as relevant as your ability to create value (give me a reason to care) in 30 seconds or less. The person on the other end of the phone has other priorities, so out of consideration you should be able to deliver your best message in this time frame. And this also includes leaving a voicemail.
If you are lucky enough to spend more than 5 minutes on the phone, then hopefully you took advantage of the time to let them talk. The more you know the better, because you want to pitch big picture vision at the C level and sell at the influential level.
The objective of a cold call is a warmer introduction. Close the call with a “first date” invite or find out if they are attending any networking events in the near future. You don’t need a login and password to be social. The handshake may be old school, but all new business relationships begin face to face.
It is almost July and soon there will be CTJ meetings to discuss sales, or lack of them. The business world around you has been rapidly changing over the past 6 months—how can you expect better results anytime soon if you don’t change now?
The truth is… it is not the economy. Your marketing sucks.
Example: GM was in trouble long before the economy went south and they did nothing about it. The media ads running up to day they filed for bankruptcy were the same ineffective ads they’ve been running for decades.
• Sexy images of a new car in the showroom or hugging a turn
• Spokespeople touting “special pricing… act now” calls to action
• Bottom line numbers with an asterisk* that nobody understands
One of the biggest companies in America failed because they grew disconnected with the car buying audience and continued to make products 4 years past their relevance. And they could have sold off inventory if their marketing spoke to people with a greater understanding of their shared situation.
Everyone is looking for a deal and they don’t care if your company is making money. And they still want customer service, environmental ethics and quality guarantees. If you are ill prepared for this (either your B2B Sales Strategy or B2C Marketing Strategy), then something needs to change if you plan on being in business next year.
In the spirit of doing things differently, Relevant Chews is presenting an Eight Part series on “Selling Change.” This marketing insight could be used internally or to pitch new clients, and the business you save might be your own.
Casual Thought Friday… what killed the daily newspaper?
There are stories buzzing that the “New York Times” is drowning in debt. Many other newspapers around the country are already going exclusively online. These reputable news sources that our fathers and grandfathers grew up reading are now competiting with blogs like the HuffingtonPost.com
Can you imagine a world without newspapers? Have they become irrelevant? Is social media holding the smoking gun? Or was it Craig’s List? This conspiracy will change your business if newspapers make up a huge percentage of your marketing media budget.
We are very busy people with little time to read content… unless we can read it on our iPhone, a friend’s blog or Facebook update, or ‘maybe’ a topical magazine. When we are feeling social (or bored), we are clicking on these channels for information and there is only so much time in the day.
However, I always say it is the wolf you don’t see that sneaks up on you. The want ads have become a skeleton of what they were since the days of Craig’s List and Monster.com.
Delivery costs are up and subscribers are down. A simple media equation: No Subscribers = No Ad Revenue And in business, that math doesn’t lie.
If institutions like GM and the NY Times can be knocking on death’s door, then in part it is because they did not engage or influence a new generation buyers (or readers). But this recession will define the relevance of your business, and if you’re a “need to have.” Be afraid AAA… the Yellow Pages… and possibly YOU!
Casual Thought Friday… Is the shine on Twitter beginning to dull?
Twitter is a relevant sensation.People have something to say online and if you’re not on it, then maybe you’re over-thinking it because simplicity is what Twitter is all about.
You can tell everybody what you are doing every minute of the day!A sound bite of relevance for a sound bite culture. But why continue Tweeting if everybody is talking and nobody is listening?
Can you recall the last time you bothered to read, click through or directly respond to another’s question or comment on Twitter?That is the behavior marketers would love to channel instead of playing Marco Polo with an audience that isn’t following.
There is definitely a percentage that has put Twitter to work for them, and the real time messaging (and search) is a great broadcast tool.Others should flinch because when DOONESBURY fixes a gaze on your behavior, then the joke is out and it’s on you.
If the price of greatness is responsibility, then the future of Twitter will be dependant on user messaging – sometimes less is more.Otherwise, it will be a house party that eventually ends because of the noise.
Casual Thought Friday… if you are part of the solution, then what is the problem?
Who else is tired of hearing about the recession? Raise your hand.
The simple truth of Public Relations has always been – acknowledge the problem, take accountability, and do everything in your power to make things right. Let’s snap out of our economic woes and get to work.
Some things will never be the same, and that’s a good thing. Every new day brings new opportunities, and we need to be the solution for a better tomorrow. And this has never been more relevant than witnessing the inauguration of President Obama, and hearing his clear vision for change in the United States.
It is time to have an open mind. Stand up and fight the good fight. Be the change you want to see in others. And if you hear the cold knuckles of bitterness and pity knocking at your door, remember this – Yes we can!
Casual Thought Friday… Could US Air Flight 1549 be the first positive turning point for 2009?
It is more than fair to say that nobody really benefited from the worst airline tragedy of this century, the attack on the United States known as 9/11. And maybe, just maybe, we will be able to look back at a new set of numbers and remember the positive turning point for 2009 as Flight 1549.
As we are on the verge of Obama’s inauguration (yet mired in economic recession) and looking for any light at the end of a dark tunnel – sometimes a seemingly non-related event and act of heroism can ignite the fires of inspiration. The impact of Flight 1549 touches more than our sense of well being, it further reminds us how something so complex can be altered by something so harmless, and what is really important at the end of the day.
The relevance of Flight 1549 is immeasurable. We had the opportunity to witness a community come together and act vigilantly to rescue everyone on board without bias or giving in to panic. And we have shown once again that we can rally under the most dire of circumstances, and triumph over chaos.
As for the Captain flying that plane… you have earned the respect of many. Because accountable leadership in the darkest of moments will always shine the brightest light.
Casual Thought Friday… Is there anything more relevant in the world right now than Barack Obama?
His speech at the Democratic National Convention proves that we do live in a country where a guy with the most uncharacteristic name can run for its highest office. Obama is a natural leader, and it’s easy to see. He also embodies the American Dream is so many ways that it inspires the imagination.
It is a necessary evil that we need political leaders. It doesn’t really matter if one can’t agree with politics, or has enough belief to trust that any politician would deliver on their promises. The world needs a strong America, if only to be a collaborative country in the global mix. And to be that country, the US will always need someone with vision at the helm.
What’s at stake in November 2008 is the relevence of the United States in the near future. It’s not about him, it’s about the country. Think about it.
