Roy's Blog: Marketing

December 29, 2011

The Herd’s Brain Has 5 Parts

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Are You Flawed?
3 Colossal Time Wasters
7 Things Putterers Do to be Great Leaders

Five things The Herd believes in and does that you need to avoid if you want to be Unique, Distinctive and Remarkable in today’s fast paced competitive world.

1. Copy. The Herd is into Benchmarking. Trying to match Best of Breed. You can’t BE DiFFERENT if you fit in. You must stand-out.

2. Feature Creep. The Herd adds product features, believing this will give them an advantage. Doubt it. Easy to copy and not sustainable.

3. Price. The Herd specializes in discount promotions. Advertising low prices. Price is the LAST place you want to go and compete. Expect margins to BE squeezed and customers to go elsewhere when your prices are no longer the lowest. A “race-to-the-bottom” strategy is doomed.

4. Mass Advertising. The Herd believes that if you push your message out to millions of people you will capture buyers. Whereas this approach will definitely result in sales, it won’t create a loyal stable of advocates for you and what you stand for. Want to earn loyalty? Focus on long term relationship-building. One-on-one conversations. Engage. Target your communication and make it personal. Listen. Don’t flog.

5. Products. The Herd pushes products and services. They see themselves in the supply game. They have something they think is good for you and they flog it. They stress features and a narrow set of benefits. Product-centric marketing is pass?. Its myopic. Get into the VALUE CREATION mode if you want to leave your customers breathless. Think about their wants and desires and create a Package of VALUE to satisfy them. Treat them holistically. Look for opportunities to make their lives easier. Happier. More enjoyable.

Use the Herd to plot your journey to BE DiFFERENT. Understand how they think. Make Stand-Out choices.

Cheers,
Roy

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  • Posted 12.29.11 at 10:00 am by Roy Osing
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December 15, 2011

Business Sales: 4 Clues to Intimacy

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If I’m Cross, Everyone’s Cross
180 Degree Thinking
3 Steps to BE EaSY
You know that building deep trusted relationships with your business clients is critical to the long term success of your organization and you, personally. You have been working hard on it every day. It’s been a top priority.

The question is “How do you know if you are making any progress?”
Here are 4 clues to tell you:

1. You are always invited to your customers’s strategic planning meetings. They value your opinions. They know that you know their business. They trust your intentions. They honor your strategic skills and experience.
They view you as a friendly “Expert from afar”. You are a valuable member of their direction-setting team.

2. You have an “office” on their premises. A physical presence among them.They want you accessible. Close at hand. To bounce ideas off. Test some ideas. The ultimate expression of Trust and Value is real estate owned by the customer; given to you.

3. Your customer NEVER goes to an RFP. Why bother? They have so much trust and faith in you that going out to get others to submit a bid on what they want is seen as a waste of time. When your customer needs something, you are already on it. There is no need to involve other “suppliers”. You take action. You deal with it seamlessly.

4. Language. You are NEVER referred to as a salesperson from Acme (or whatever). Your currency in their organization places you among their Leadership Team. Labels are meaningless. You are their trusted colleague. Their partner. Their friend.

So, how did you do? Out of the 4 Clues, how many apply to you? 4/4 suggests you are in Sales Nirvana. 1/4 says you have some work to do.

The important thing is knowing where you are so you can take action to move on from there.

Cheers,
Roy

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  • Posted 12.15.11 at 10:06 am by Roy Osing
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December 12, 2011

If I’m Cross, Everyone’s Cross

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180 Degree Thinking
Slim Down Your Middle
3 Steps to BE EaSY
A happy, friendly and engaging restaurant server in Paris in my experience is a fairly rare occurrence. I’m not saying that great service CAN’T be found here, but I will say that service here has fallen short of my expectations more often than they have been met.

In a recent trip there, however, I discovered a GEM who was DiFFERENT from the Restaurant Serving Herd.

His name is Sam. He is a Parisian. He works in Le Coliseum restaurant on Rue Tripoli, across from Le Louvre.

In a rain downpour my wife and I dashed into Le Coliseum to first, escape the rain and second, to have a light lunch. Sam was unique. I watched him dashing about his tables engaging in warm conversation with all of his customers. He had an amazing energy level and was extremely outgoing and delighted in having fun with his local and out-of-town patrons.

One woman who wasn’t even dining there, but was walking by looking for the subway station, asked Sam for directions. Without missing a beat He quipped “Follow me.” and, with serving tray over his head to protect
himself from the rain, he led her out of the restaurant around the corner to where she had to go. Stunning Care for her needs. Not even a customer!

Finally I had to ask him the question that was on my mind: “Why are you so happy?” His answer was brilliant in it’s honesty, vision and simplicity: “If I’m cross, everyone’s cross.”

He recognized that HIS attitude had an amazing influence on the feelings and attitudes of his customers, and that if he were in a bad mood then everyone would be as well. His disposition made being in Le Coliseum an absolute delight.

His “up” attitude made the torrential downpour we were experiencing a veritable sunny one. What a great lesson for all businesses trying to deliver superlative service.

Recruit Sam. Lots of them. Look for smiles. Look for humor. Look for energy.

Cheers,
Roy

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  • Posted 12.12.11 at 10:00 am by Roy Osing
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December 8, 2011

180 Degree Thinking

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3 Steps to BE EaSY
Slim Down Your Middle
Performance Mis-Management
BE DiFFERENT. Stand Out. Be Distinctive. Be GaSPWORTHY.

One approach to this is to simply look which way everyone else is going and ask yourself the question: “What if I did exactly the opposite?”

“What if I took the road not traveled?”

Not fitting in is uncomfortable.

But it’s not risky. The real risk is continuing to follow the Herd. To benchmark yourself to what the best in the Herd is doing.

This won’t make you special. Rather It will guarantee you remain ordinary and invisible.

Think in contrarian terms. It might just open up a DiFFERENT path for you.

It might just separate yourself from the Herd.

Cheers,
Roy

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  • Posted 12.8.11 at 10:19 am by Roy Osing
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