10.31.17
Posted in The Yellow What? at 12:48 pm by Administrator
Laying in my driveway was a book wrapped in plastic. There was also probably one in your driveway. What was the book? The “Yellow Pages”. I didn’t know they still published the “Yellow Pages”? There are businesses advertising so they must still work. What struck me is the realization about how much technology has changed the marketing world. Not that long ago businesses relied on newspaper/magazine/yellow pages, television and radio for their marketing dollars. Now, many businesses have eliminated or significantly cut their budgets from these once traditional marketing methods and now spend those dollars for online and social marketing. To grow our businesses we need to evaluate what type of marketing we are doing and is it working. The old way of advertising does not work in many markets but if we continue on that path the returns are going to be minimal. I’m hesitant to say get rid of one certain type of marketing because it depends on your product, your demographic and location.
Recently I was stranded with auto problems in a remote mountain area. I asked around for an auto mechanic recommendation. The lodge employee said, “Rick’s down the road is great.” I couldn’t google Ricks’ information- no phone service, no internet. “Do you have Rick’s number?” Desk drawer opens, out comes the Yellow Pages, then the alphabetical search, then the phone number. Voila- there is a need in that area for that type of marketing.
The reminder for all of us is to continually look at how we are reaching our potential customers and not be afraid to try something new or different.
Regards,
Brian
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09.25.17
Posted in When Just As Good Is Not Good Enough at 2:52 am by Administrator
On a recent backpacking trip to the High Sierra Mountains, I was blessed to be able to take my eighteen-year-old nephew. In preparation for the trip, I told him to make sure he purchased the “Darn Tough” brand of hiking socks because they will save his feet. Needless to say, two hours into our six-day adventure, he notified me that he was getting blisters on his heel. When I asked, what type of socks do you have, he proudly replied, “I bought some that were just as good as the “Darn Tough” brand but seven dollars cheaper.” It was a painful lesson that often a “just as good” statement about a product often leaves the purchaser disappointed.
When a manufacturer or distributor representative present a product similar to a competitor, a common statement I have heard them say is, “It is just as good as product ABC.” That statement confirms from the start that this new product is not an industry leader and puts the thought of it possibly being inferior in the buyer’s mind. A better statement would be, “My new product offers a variety of improvements and benefits to some of the existing products that are currently on the market. Let me share with you what those are.” Consider the impact of positively positioning your product offering and services in a way that highlight points that others do not offer.
My nephew and I had a great week laughing about all of the items that people buy that are “just as good” as the industry leaders. Don’t tell him, but toward the end of the week, I had an older pair of socks that were not “Darn Tough”… and guess what began to happen to my feet!
Go Be Better Than!
Regards,
Brian
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08.28.17
Posted in Price and Value at 3:39 am by Administrator
There is a bare spot in my yard that continues to plague my feeble attempts at landscaping. I am not a Master Gardener so I visited the local gardening center where their professional staff asked me several focused questions regarding soil, sun exposure, water, slope of the hill and about other plants in the area. Within a few minutes, my new professional gardening friend had supplied a solution and a plan of attack of what I should do.
I visited this business because I needed correct information. I also knew that their pricing is not the cheapest. The cheaper alternative was a big box store with little, to no information. There is value for providing your customer with professional, knowledgeable solutions.
I’m often approached by industry vendors offering the same products as their competitors but what they fail to realize is that I place more value on the vendor that provides support, timely information and a continued relationship. My challenge to all of us is to move beyond price. There will always be those customers where price is the only factor but the majority of people place a greater value on the business partner who brings so much more than price to the transaction and the relationship.
Wish me luck with my green thumb!
Regards,
Brian
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07.30.17
Posted in The Value of People at 4:50 am by Administrator
At a recent completion celebration for a $200 million university project, the speeches and accolades were not about the beauty or functionality of the facilities but the focus was on all of the people involved in making it a success. From the architects to the general contractor, subcontractors, university staff and research students each was recognized for their contribution to this achievement.
Whether it is a small or large building or a small or large business, good people make the difference. Sometimes we celebrate the end result but it can be easy to forget that great results come from people who are dedicated to doing their best. As employers and employees we can be reminded to recognize, encourage and appreciate that dedication.
Regards,
Brian
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06.27.17
Posted in No Pulling Different Directions at 1:11 am by Administrator
On a cool, sunny day in Philadelphia, July 4, 1776, fifty-six men etched their name in history as they signed the Declaration of Independence. The outcome of the American Revolutionary War would be unknown for years until it formally ended September 3, of 1783. Many of the men signing the document in 1776 were men of means and had much to lose, possibly including their lives, by opposing Great Britain. The Declaration of Independence ends with these words,”…we mutually pledge to each other our Lives, our Fortunes and our sacred Honor.” John Hancock, a Massachusetts representative, stated “We must be unanimous; there must be no pulling different ways; we must hang together.”
Mr. Hancock knew that pulling different ways would lead to our fledgling nation’s defeat. Whether it is your company, your family, a volunteer or religious organization, people “pulling different ways” leads to failure. The founding fathers of our country had many disagreements and arguments as they crafted the words that would define the United States of America’s future yet the overwhelming common idea of freedom drove them to pull together on the main issues. As leaders, it is our responsibility to cut through the petty things of life and encourage people to pull the same way for the key goals of what we are trying to accomplish.
As you enjoy this upcoming July 4th, I hope you remember the fifty-six signers of the Declaration of Independence; how much they risked and how their pulling together created a free nation that exceeded anything they could have possibly imagined.
Have a blessed and safe 4th!
Regards,
Brian
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05.29.17
Posted in The Extra Mile at 3:55 pm by Administrator
During this past week, I’ve experienced two different service businesses that have gone the extra mile. In one case, they researched and made a phone call to locate a needed item that was not going to add money in their pocket. On another occasion, an additional part was replaced on an iPhone at no added cost. It is refreshing to experience high quality service that goes the extra mile and looks beyond the immediate revenue from the sale.
In the sales business, it can be easy for us to be so caught up in closing the sale and looking only at our own interests that we neglect the most important part of what we do- creating trust and long-term relationships. When our customers trust us because they know we have their best interests at heart, the relationship is strengthened and it makes it easier for them to buy from us. Our role changes from being a salesperson to more of an advisor who understands their success will bolster our success.
Zig Ziglar stated, “There are no traffic jams when you go the extra mile.??? Set yourself apart by going the extra mile with your business, co-workers and your family. It will not only make their lives better but it will bring more satisfaction to you.
Regards,
Brian
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04.26.17
Posted in I'm Late for My Massage at 3:31 am by Administrator
A friend of mine needed information. The kind of information that a hotel concierge shares when you are staying at a nice hotel. As he asked the concierge for details, there was distress in her voice as she replied, “I’m sorry but I’m running late for my massage. I really can’t give you that information now.” I am not kidding, this really happened.
It is good to be reminded, even if it is by a negative experience, of the importance of being attentive and responsive to your customers. It is easy with the distractions of smart phones, texts, emails, phone calls to not give our customers the attention they deserve.
Paying attention to what someone is saying communicates that we value them and what they have to say. Here are a few simple things to do to improve our attentiveness skills.
* Leave your phone in your car during a presentation or sales call
* Don’t look at your phone while talking to someone face to face
* Ask questions to show you are engaged in the conversation
* Look them in the eye and show genuine interest
I’m sure you thought I was going to share something life changing here but these simple things can easily be neglected.
Now excuse me, while I go get my massage.
Regards,
Brian
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03.27.17
Posted in I'm Not Paid Enough at 12:01 am by Administrator
“I don’t visit you much because my company does not pay me enough for the amount of sales you are generating,” said a sales representative to one of the area’s larger flooring dealers. While there is a balance to where a rep chooses to spend their time based on a dealer’s performance, there is also a danger to a rep not understanding the potential business an account can produce.
This particular rep’s error is that he has made a terrible business decision based on the account’s current annual sales. It could potentially be a top ten account but he will never know that because he is not meeting with the account to understand their business and how to grow the business together.
A couple of items that can help a sales representative understand their accounts are:
1) Meet with the decision makers and create a profile of the account
a)Include questions about total revenue, mix of business (residential/commercial), split of business compared to competitors, types of issues that concern them most
2) Use the answers to these questions to develop a strategy to increase business a certain percentage or dollars in the next six and twelve months.
Just by changing an approach to an account and working to develop business together, can lead to a much more profitable and productive territory.
Regards,
Brian
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02.26.17
Posted in Tangled Lines at 1:13 am by Administrator
Imagine this scene for a moment. Twenty, four to ten years old, standing at the lake shore being taught how to operate a fishing pole and cast their lure into the lake trying to hit a target a few feet off shore. Tangled lines, poles thrown into the water and some parents frustrated with their children. I found it easier to find the amusement and teach more patiently because I was not directly involved.
Whether it is a four or a forty-year-old, teaching and training never stops. Even though we know this fact, many companies find that they continue to struggle with effective training. A top performing sales rep doesn’t necessarily mean that the same person will be an exceptional teacher, trainer or manager. Some of the best trainers in our companies may not be someone at a high-level position but it may be someone who has a talent for communicating ideas in a way that is easy to understand and that people can remember. Good training may also initially cost more money but long term it can pay years of dividends for the company. When employees cite lack of training in a company, it is usually shared in frustration because they believe they could be more effective at their job.
By implementing successful training, it will lead to less tangled lines and fishing poles thrown into the water… and less frustrated managers!
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01.23.17
Posted in Asking Questions to Grow at 1:26 am by Administrator
Early in my distribution career, I was excited about a large sundries order for hardwood until my manager asked me, “Why didn’t we get the entire hardwood flooring order???? I have never forgotten that question because it is a constant reminder to question where customers are making their buying decisions. Here are a few things (some maybe obvious) to ask as you work to grow your business in 2017.
• A business that is open is buying from someone. If not you, then who and what are they buying?
• Walk through the customer’s warehouse. Which manufacturer’s pallets do you see? If not from you, why not?
• When you walk through the front door, do the salespeople know your name? Do the decision makers know your name? If not, I can guarantee that you have no sales or very low sales with this account.
• Do you ask for the order? Timid salespeople are hungry and poor salespeople.
• When is the last time management has visited the customer with you? Good customers appreciate it when their business is recognized by management.
Make 2017 your most successful year yet.
Regards,
Brian
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