Roy's Blog: March 2013
March 25, 2013
We are overloaded these days. We are bombarded with too many messages flogging stuff to buy, events to attend and causes to support that after awhile nothing resonates with us. We don’t stir. We don’t react. We become numb.
The lines that distinguish one source from another get blurred. Everything blends into one big NOISE. Our Individual wants and desires are ignored. The Herd speaks with a common voice to everyone. We turn our backs.
If WE are getting desensitized to our environment, think about what we are doing to our customers. Do their eyes glaze over when we speak to them? Do they shut our “buy requests” out because they can’t relate to what we are saying?
“Customer fatigue” can and must be avoided if we want have people respond enthusiastically when we reach out to them. And if we want to give them meaning when they engage with us.
Here are 7 Steps to avoid lulling people into dreamy land:
1. Don’t speak to the crowd. Speak to ME. I am like no other. I’m not “average”. Unless your words address ME, specifically, they go in one ear and out the other.
2. Speak about the things that are important to ME. I’m not interested in listening to stuff that I don’t care about. And I’m less interested in stuff that appeals to others.
3. Speak to the problem you can solve for me or the VALUE I will receive. I could care less about “how it works”.
4. Don’t insult me by thinking that I am only interested in Price. Pitch a “lowest price” claim to me and I will tune you out FAST.
5. Your pitch must clearly state how you are DiFFERENT than the plethora of others competing for my attention. I will respond to Uniqueness; you are invisible to me if you are like all others.
6. Show me in words that you are socially responsible and that your support and kindness lines up with my ideals.
7. Prove to ME that you believe in keeping humanity in your organization. That you care about engaging with me personally. Encourage ME to speak with a real person - not a machine. Welcome my calls rather than siphon them off to a chunk of technology that is there to reduce your costs.
Do these things and I might just stick around, pay you and spread your word to others.
- Posted 3.25.13 at 09:45 am by Roy Osing
March 23, 2013
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- Posted 3.23.13 at 05:05 am by Roy Osing
March 18, 2013
You have created your Strategic Game Plan.
You declared your HOW BIG growth goals.
You crafted your ONLY Statement to separate your organization from The competitive Herd.
You decided WHO to SERVE. Those customers who you believe have the potential to deliver the revenue growth you want. Those customers you intend to “mindlessly” focus your scarce resources on.
You pledge your commitment to The WHO as opposed to many other customer choices you had on the table. You take these other customer groups out of your limelight and place them in the shadows.
You begin the execution phase of your Game Plan. Out of the blue comes someone who is a “NON-WHO” reaching out to you to ask for your attention. They want to explore doing business with you. They have questions to demand if you. They require access to your scarce resources.
This happens all the time. A client of mine decided to SERVE the Vancouver market where access was easy and market growth was attractive. Over-the-transom came a call from an organization in South America who wanted to explore opportunities with them.
Clearly not on strategy. But oh so tempting to chase!
What do you do?
Here are your choices in dealing with “Yummy Incoming”:
1. Change your decision on The WHO. If Yummy really does have good growth potential to give you a good shot at hitting HOW BIG, welcome them to your WHO crowd and focus on them, OR
2. Deal with Yummy quickly and with a view to maximize short term margins. DO NOT give them The WHO treatment. Give them less and charge them more. Make them deal with you on YOUR terms. Remember, every minute Yummy consumes of your time is a minute less you have to spend on your WHO. Opportunity costs of Yummy can be HUGE and could rob you of hitting your HOW BIG.
Remember, chasing stuff is not healthy.
Busyness may be “Comfort Food” for you, but you created a Strategic Game Plan to avoid eating it.
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- Posted 3.18.13 at 09:57 am by Roy Osing
March 11, 2013
How many times have you heard people in business sat these things?
—It’s not in my area
—You can’t sit here, this section is closed
—Booths are only for parties of 4
—I already told you
—I’m going on my break
—It’s our policy
—I’m new here
—I don’t know
—I have no idea
—It’s over there
—We can’t do that
—It (the special deal) doesn’t apply to you
—The sale is over
—I’ll have to talk to my supervisor
—The clothes in the Mannequin not for sale. They are are for display purposes only
—Can you eat that much?(actually asked of me at The Sentosa Golf Club in Singapore)
I am sure you can add to the list from your own experiences.
Please don’t repeat them.
- Posted 3.11.13 at 07:48 am by Roy Osing