January 6, 2011

What to Do in 2011?

Marketing is in the VALUE CREATION Business
Customerize your Marketing
Sell Relationships NOT Products
The Four Steps to Dazzle Customers
Serve Customers Don’t Service Them
Roy’s Rule of 3

There is much talk these days about Year’s Resolutions: what should you be doing to make your business more successful in the coming year? What are the key changes you need to make to vault your organization to the next level?

To decide on an effective resolution, I suggest that you first paint a picture of what you want the decade to look like. I don’t mean in a detailed way; but in a way that creates a meaningful context for the specifics of what you resolve to do in the current year. With the decade journey in mind, the year’s work can then be plotted,executed and measured as you go.

So, what should the next Decade Resolution be?

Consider this: ‘We will Customerize our business to more intimately serve them’.

Marketing - Resolve to be in the VALUE Creation business. Rather than continue to be product focused, create experiences for your target customers. Look at their holistic needs and build Offers to reflect them.

Sales - Resolve to build a sales team that is driven to build deep relationships with customers rather than to flog products at them. Make discovering customer secrets a vital component of their performance and compensation plan and use secrets to inspire relationship-building activities.

Service - Resolve to implement a serving customers value system where the customer is in the control position and the organization’s ultimate purpose is to create dazzling experiences for them. Recruit frontline people that love humans and allow them to bend your internal rules when they get in the way of dazzling them, kill the dumb rules that annoy customers and learn how to recover from your service blunders - fix your mistake and surprise your customer with the unexpected.

For each of these three disciplines, develop three action plans - Roy’s Rule of 3 - and then break each down into a more detailed execution plan.

Use the Practices in my book as your Guide; measure your progress and adjust on the run.

Cheers,
Roy
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Posted 1.6.11 at 06:00 am by Roy Osing | Read Comments (2) | Leave a Comment