04.30.12
Posted in Stop the Power Plant & Five Dollar Pizza at 1:00 am by Administrator
My normally uneventful drive through our neighborhood was interrupted by protesters on the corner holding hand-made signs screaming “Stop the power plant!” I wasn’t aware we had a power plant issue in our area. A couple of miles later, the local pizza restaurant had hired an enthusiastic person to stand on the corner with a sign advertising “Hot, Fresh $5.00 pizza!” while he twirled the sign ,danced, sang and waved to all the passersby. I wasn’t really hungry for pizza so I chuckled and continued on.
I’m not a big fan of most protest movements and sign twirlers amuse me. However, both of these encounters caused me to think about something I had previously not known about or considered. As much as I hate to admit it, I now feel the need to investigate and find out what this power plant issue is all about- I still don’t want pizza. That is the power of getting your message out. If a company relies only on word of mouth or sales representatives to take the company message to the customer, it may be possible that a large percentage of customers are not aware of the full product offering or other services the business may offer.
It is important to expand your message by using alternative forms of marketing including social marketing, email campaigns, mailers, regular promotions and incentive programs. Think of ways to get the customer to stop that extra second and want to learn more about your company or product.
For your next sales promotion hiring protesters and sign twirlers probably won’t work but it might be better than doing nothing. Have a great and successful week.
Regards,
Brian Boek
Permalink
03.27.12
Posted in Small Stuff Does Matter at 3:29 am by Administrator
Approximately a year ago, a good friend of mine had been pursuing a contract with a client. The contract value was around $200,000.00. Unfortunately the client had a previous vendor relationship and awarded only 3.5 percent of the contract to my friend- $7000.00 . A disappointment to be sure. He questioned whether it was worth the paperwork involved to pursue the contract. He and his business associate made the decision that they would treat this project as if it were a multi-million dollar award by providing premier service and attention to building a relationship with this new client.
Over twelve months and many proposals later, my friend was awarded a $1.5 million plus contract. The months of relationship building, attention to detail and professional service were rewarded.
So often in business the small dollar values are discounted and overlooked as a waste of time. Often, the “small” deal can be a test to see if we can handle the more valuable and profitable business. The small stuff does matter. Now go sell the small and big stuff.
Regards,
Brian Boek
Permalink
02.28.12
Posted in I Don't Get It at 3:24 am by Administrator
For some people, watching the Super Bowl commercials have become almost as important as the game itself. Super Bowl XLVI (46) was no different. I don’t know if this happened to you but after a few of the commercials, the room full of family and friends fell silent. One brave soul stated, “I don’t get it.” Much to their delight, no one else in the room “got it” either and had no idea what the product or company in the commercial was.
Isn’t it amazing that companies will spend millions of dollars on a commercial only to have people not understand or even know what the advertisement was promoting? It can seem so clear to a marketing professional what the message or theme of a promotion should be. However, if our customers are confused or unclear, all of the advertising in the world will not overcome a poorly designed or executed marketing campaign.
Consider this brief checklist in your next marketing event.
•Does my customer understand what product or special we are promoting?
•Are points of interest highlighted and easy to read?
•Is there a call to action?
•Who should the customer contact for additional information?
•Will the customer “get it”?
This year help your customers “get it” and you will reach your goals of building a more successful business.
Regards,
Brian Boek
Permalink
01.27.12
Posted in Why Don't They Understand? at 3:14 am by Administrator
“Why do my customer service representatives know more about policies than product? Why can they tell our customers every detail about return fees, special order requests, delivery fees, surcharges but struggle with basic information regarding products and accessories?” These were the questions a frustrated sales manager shared with me over the phone.
Most distribution companies place their customer service departments under the operations side of the business. Usually, there is a continual struggle of the sales and operation departments. These struggles are not always a bad thing because one cannot exist without the other. Selling one million dollars of products with no delivery or logistical support is a no-win proposition for everyone. We’ve probably all heard the references about operations- they should be called the “sales prevention department” or operations voicing their frustration with a sales department that has to have a product and then it does not move. Sales and operation departments are vital to the success of every company. One is not more important than the other. So how do we improve the dynamics of this relationship so the company experiences positive growth?
A couple of ideas:
-Provide regular sales training and product knowledge to the customer service department
-Have sales representatives work a half day side by side with a customer service representative.
-Have a customer service representative work a half day side by side with a sales representative in the field.
-Require operations managers or executives to visit key customers to understand the importance of inventory and logistic issues
-Require sales managers to meet with operations to gain a clearer understanding of the limitations or challenges that are faced with slow moving sku’s and turns on inventory. Create a better understanding of how bloated inventories and slow turns affect the ability to invest capital in newer products that keep the company cutting edge.
The end result of a sales and operations that are working for the same goal will be improved sales and customer service.
Regards,
Brian
Permalink
11.30.11
Posted in Will You Get the Tip? at 1:05 pm by Administrator
A recent memo to company employees: Thank you for your hard work in making this a successful year. We’ve experienced unprecedented growth.
Memo a few days later from a manager: Our annual holiday party will be at the following location. The company will pay for your meal but we will pass the hat among the employees to pay for the tip. (Needless to say, the hat was empty when it was passed!)
Is it just me or is this in poor taste? The nice gesture of paying for the meal was lost in paying for the tip. Many
companies have been hurt economically and made cuts to holiday parties and bonuses which is understandable. Continuing to be creative at rewarding and recognizing employees should be an important part of any management team. If a reward is seen as insincere or perceived as tasteless, it can actually have a negative effect on the team and become a joke among the employees. Money is always nice but study after study has shown that people thrive in an environment where recognition is at the top of upper management’s list. Over the next few weeks, think of ways to show appreciation to the performers in your company.
I hope you had a blessed Thanksgiving and are planning on ending 2011 with great success!
Regards,
Brian
Permalink
10.26.11
Posted in I Will Rebuild at 4:22 am by Administrator
I Will Rebuild- Joplin home destroyed by tornado
Ever feel like giving up? Throwing in the towel? Quitting? A friend of mine recently returned from a volunteer trip to help in the rebuilding of Joplin, MO in the wake of the recent tornado. The stories of tragedy are moving but the stories of heroism and determination are also inspiring. Life quickly gains perspective when you see how so many have suffered. I was especially moved by this photo she shared. “I WILL REBUILD”, as you see in the photo, captures the essence of the human spirit that shows itself when some are faced with the unthinkable or the difficult.
Tough decisions and challenges will inevitably face us. The question is- how will we react? It could be a hard financial decision, an underperforming product category, and employee or family issues. We have a couple of choices- ignore it and do nothing (which never ends well-I’ve tried it) or have the “I WILL REBUILD” attitude. Facing the seemingly impossible is never easy but if you believe failure is not an option, then start today by reviewing what needs to be confronted. Develop a strategy to rebuild and have the never give in, never give up spirit that has made the USA the great nation that it is.
Permalink
09.28.11
Posted in Share the Information at 4:17 am by Administrator
Dad, why are grown-ups not very good at video games?” For a guy who rarely excelled at the classic game of Pong, I have to agree. However, when my nine and ten year old teachers fail to share basic instructions, it doesn’t help my quest for video game excellence.
Most of us have probably worked for a person at some point in our career who left out critical information that harmed our performance. The tendency as managers or owners may be to let our employees figure it out on their own. That may work for a while but when the result is poor performance it creates frustration on the employee and employer side.
A friend of mine was recently hired by a national distribution company as an outside sales representative. As part of their training program, he will be spending several weeks working as an inside sales person learning product lines and computer systems. Traditionally the goal has been to get an outside sales rep in the field as soon as possible. Could we actually be harming their ability to meet and exceed their sales budgets? I believe by investing the time initially to train employees in company processes, it will pay great dividends and create a more pleasant work environment.
Now excuse me while I go try to master Mario Kart!
Regards,
Brian Boek
Permalink
08.29.11
Posted in Uncategorized at 3:11 am by Administrator
I’m close to losing the battle with the sliding glass door to our patio. After minor stretching, mental preparation and great effort, I am finally able to move it to the open position. It is with this in mind that I stopped at the local big box store to see what options are available. As the “professional” was assisting me, he asked if I was interested in window grids or not. “Well, I’m not sure,” I replied.
“Yes or no. Do you want them or not?”
“Uhhh. Yes?”
My hesitation was due to the fact that I was deciding whether or not to reach across the counter, grab him by the collar and remind him that surprise, I am the customer. Obviously he was not having the best customer service day.
In dealing with customers, we can sometimes reach a level of frustration from dealing with daily issues that we become jaded and neglect treating our customers as if they are valuable. We may need a gentle reminder that without customers, we have no sales, no business and no income. Here are a few reminders.
• When was the last time you told your customers that you appreciate their business?
• Have you shared a recent relationship building activity with them?
• What questions have you asked in the last six months to see what their business needs may be?
Remember that even though customers may sometimes be difficult, life without them would be downright miserable.
Regards,
Brian
Permalink
07.28.11
Posted in Pain of Mistakes at 4:44 am by Administrator
Feel the pain. Major league baseball game. Runners on first and second, one out. Easy pop fly between first and second in the grass. Second baseman catches the fly, then leisurely skips over to the stands and flips the ball to the ball girl- only to realize that his fans are screaming, look 1, look 1. The ball girl had already given the ball to one of the fans. Needless to say, the runners were awarded two bases. One run scored. Did I mention that the player was also an All Star?
Yes that was painful to watch. As a major league business professional have you or your staff ever made a mistake that embarrasses you or costs money? The answer is most likely yes. If your answer is no, you need to take a polygraph. However, it isn’t always the mistake that is the issue but it is how the mistake is handled. The mistake has to be acknowledged, a solution found and implemented. There are a few ways that we can keep mistakes at a minimum and get past them.
• Know the game situation. The major league baseball player had a brain fade and did not know how many outs there were in the inning. As a business professional, it is important to know potential threats, weaknesses and opportunities and enable your staff to react appropriately.
• Acknowledge the mistake and move on. Quoting the all-star, “You see it every now and then. Life goes on. Nobody’s perfect.” As frustrating as it may be that is what we have to do with mistakes- deal with them and move forward.
• Get back in the game. Later in the same game, the player made several decent plays. Quitting is not an option. Dust yourself off and go to battle once again. There are always critics but those are usually the ones not in the game and who are content with being ordinary.
Now go play like an All-Star.
Regards,
Brian Boek
Permalink
06.30.11
Posted in Showing Customers the Money at 4:39 am by Administrator
In the competitive flooring market where there are many options how do you capture the attention of your dealers? Recently, a distributor sales representative was attempting to change the buying habits of a flooring dealer by convincing them to change their rubber wall base supplier. In an effort to show the savings, he taped a dollar bill and his business card to the rubber wall base and left the dealer with this message, “With every four foot piece you purchase, you will save one dollar per piece compared to the competition.” In the days to come, as sales people passed the wall base sitting silently on the shelf, they all had the same question, “What is the meaning of the dollar bill?” The other salespeople then shared the message of the dollar-a-piece savings. Half the battle had been won. Next stop, securing an order.
Is creativity part of your company’s and employee’s normal routine? Some discount such creativity as simply gimmicks. Yet, if the goal is to increase the exposure of our products and services, perhaps we should consider ideas that grab the attention of customers and make them want to learn more and eventually buy. Whether it is a dollar bill on a piece of wall base, a promotion or give away, motivating the customer to make a decision must always be kept in mind. In other words, show them the money!
Regards,
Brian Boek
Permalink
« Previous entries Next Page » Next Page »
