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Posts Tagged ‘Influence’

Got the Passion for what you do?

September 14, 2010 2 comments

As Anita Roderick, founder of the Body Shop, coined “Passion Persuades”. Very handy if you’re in a sales role or own your own business.

All the books you’ve read, all the training you’ve had, all the seminars you’ve been to count for nothing, nothing at all if you can’t convey the passion for what you do.

You can kid some of the people some of the time, but not all of the people all of the time.

Ever looked at who the standout exceptional people are? The ones who are top of their game in their profession or field. What’s the difference, why are they there, why them?

What’s the extra ingredient?

I’m going to suggest that the extra magic ingredient is ….Passion.

Sure they may have a little natural talent, have a lot of experience, or attended a lot of seminars and so on. But the difference is the true deep belief in what they are doing that shines through and gives them that edge, makes them standout.

How to find the Passion in what you do

Here’s the tuff one. How do I find passion in what I do, especially if it’s something that’s hard to get passionate about?

Let’s take something like….car insurance. Can’t get too worked up about that can you, or maybe you can??

Well instead of think about the product, although you can always find benefits to selling most products, try thinking about yourself and the interaction with the customer.

Take this opportunity to just focus on the customer. How can I do my best and produce a great result for my customer and at the sametime gain personal satisfaction in helping someone get what they want or need.

That’s just one way, another is to get passionate about the product or service. Look at it from another angle.

Take the car insurance one again. You aren’t selling insurance for customer’s cars; you’re selling peace of mind and security. Peace of mind that if anything where to happen to you or your car, you are fully covered for any losses.

So a slight shift in the perception of what you do maybe all that’s required to ignite your passion for what you do.

I hope this has been food for thought and will help you find your Passion.

Thanks for reading, Tim.

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Don’t miss your target customer……

August 31, 2010 2 comments

Don’t miss your target customer……

Who’s your customer? Do you know? Do you really know?

It’s a question that begs an answer.

It’s so easy to be in business or to start a business and be blissfully unaware who your ideal customer really is.

So how do we establish who our ideal customer really is?

Lets find out

Well firstly we need to start with ourselves and our own business. What do we have to offer? What’s our product or service? Try and understand exactly what you are really offering.

Next we want to look at groups who maybe interested in what we have to offer.

Refine

Then try and refine these groups down. Do you want all these groups as your customers?

For example. A company that produces a high quality deli counter product may have supermarkets as one of its target customers, but do they want to be involved with them? Will it lead to lower margins, longer payment terms and less control of their product?

Really spend some time in defining who your ideal customer is. The more clarity you have over this the easier it will be to market to them.

Clarity

The clarity you have about your ideal customer will allow you to build a marketing plan focused around them rather than a non targeted, scatter gun approach. This will in turn make the marketing you do more cost effective and efficient. Ultimately it will deliver to you your ideal customer making you more fulfilled in your work and more profitable.

I hope this blog gets you thinking a little. It’s never to late to redefine your ideal customer and change the way you market to them.

Thanks for your time, Tim

Five tips to keep you competitive in a competitive market, whether it’s in your area of work or in your business……..

Five Easy Tips, with lots of benefits, for YOU……

1. Understand your market:

By understanding your market you can better target your marketing resources. Define your market. If you sell, for example, cosmetics then you could say that all women are your market. But by understanding where your product falls into the market, ie high or low priced, etc, you can then target your efforts.

2.  Don’t use a scatter gun approach to find your next client:

For example spend $750 on a postal flyer or $750 on expenses meeting new customers at Network functions? Find and target your next customer in a timely cost effective manner. Resources are precious both in time and money terms.

3. Think outside the box:

Don’t just rely on traditional forms of attracting customers. Just putting a sticker on your car door isn’t going to cut it. Try teaming up with other companies that compliment your product and services. Pool resources and market together.

4. Your brand must run through your company:

Consistency is the key. Ensuring your band runs through your company will show your customer that you are in control and offer a consistent, quality product or service. Just take a look at McDonalds, for example.

5. Staff are on Board:

Empower your staff, they represent you and most importantly the company. Are they presenting both in a good light? They need you to guide them in presenting the company in the right way. Training, training, training.

It’s not a huge jump for you to translate this to your current job if you’re not currently in business. Have a look…

  1. Understand who your customer is. Find out what makes them tick to give you a better understanding of them. You’ll also be able to communicate with them better.
  2. Use your time wisely. Target, target, target. Think before you act, is this a good use of my time?
  3. Look outside of what you do to speak with your customers. In a sales role try something different, say outside of normal work hours get together in something that you both may enjoy.
  4. Get with the program. Let the company’s brand run through you to. Your customers will thank you for being part of a consistent performing, quality organization.
  5. Are you representing your company well? If you are you’ll feel the benefits both from the company and clients. You’ll be appreciated and if you’re not, tell your employer or find one that will appreciate you.

You are your own business and if you choose to excel in everything you do, even at the moment if it’s for someone else’s company, ultimately you will benefit. In terms of being noticed, financial rewards and personally knowing that you made a difference to someone.

I hope that this doesn’t sound like a campaign to get everyone obediently to obey their employees, its not, you need to be appreciated as an employee who cares. I just want to show that most of the business and marketing education, conversations, literature, etc out there is relevant to you being in work.

Being at the peak of your game at work will ultimately benefit ….You. People will notice You.

Thanks again for reading, your time is appreciated and all your comments are gratefully received. Thanks, Tim

Influencing the influencer………

Influencing the influencer….


Who is an influencer you ask? Well this is usually a person, someone who has “influence” over you or a group of people in the decisions you or they make.

This is relevant not only in terms of marketing, but is also very relevant in the work place.

Let’s look at an example from both the marketing world and the world of work. Then maybe we’ll all be in a better position to understand this person and how important they are to us.

Marketing: The image above sums a lot of this up. In marketing we’re trying to find the person who has the power to influence you into buying our products and services.

There’s a lot of talk about Facebook and other social networking sites being the holy grail of influence marketing. All you need to do is jump on and recommend a product to a friend. Hey presto Sale!

But, and its looking like a pretty big but, this isn’t as straight forward as it first seems or seemed.

Whilst a friend can be an influence on your buying decision and recommend a purchase, particular for purchase online where someone wants that extra push to buy due to trust issues, research and talk is questioning if this influence is enough.

A true person of influence could be a friend or I’m arguing could be a person who is or can be perceived as a friend but with the experience in the usage of the product or service you’re interested in buying.

Let me explain. I like biking, tour de France style. When I’m looking at purchasing something online (or offline for that matter) for my bike, I look to my friends for recommendations. But what gets me over the line (depending on the product and price) to purchase is an influencer. Someone who is on a forum or even an experienced semi well known person who has used the product and gives me a through run down on its suitability, with honesty, even if they work or are endorsing that company and its products.

So I supposed this is or can be considered, a two staged influencing process…mmm…. Stage 1 friend recommends and influences to look at the relevant web site or visit the store. Stage 2, second influencer, the well experienced, trusted user of the product, pushes me over the line for the purchase. Light Bulb moment – 2 influencers, not one, there’s a thought??

Workplace: Very different, but is this so far from what I’ve discussed in the marketing example?

Let’s take a sales role as an example. Are you, as a sales person talking to the right person? Are they the ultimate buyer, yes? Or, yes they are but will they have outside influences on the purchase.

Give you an example. Back in the day, another time and place in the past, where at times I would have a sales role within my own business, for larger clients.

Well my company and in particular myself, naively I must say, spent many, many, days hours, weeks courting a new client. We thought we were having our discussions with the ultimate “decision maker”. He was extremely happy with the price, service, people, everything. He was ready to buy and did. The snag was that he only used our services a tiny bit. The total contract he had the ultimate decision on was for hundreds and thousands of dollars, in fact over a million dollars a year, we got a few thousand dollars a month worth of work. What was wrong??

We, I, tried all sorts of things, regular meetings, offered to place our own staff into his business, dedicated customer service staff, and so on.

After many months of continued and failed negotiation we settled for the slice of the pie we were given.

Looking back the reason we had so little work form him was the influencers within his business.

He had customer service staff and warehouse operations staff who where in the front line. They had to deal with us on a day to day bases. Guess what….. they didn’t like ….you got it change. They were very happy to put up with the mediocre service that they were receiving from their present suppliers and did not want to change. They “influenced” the ultimate buyer into not giving us all of their business.

The moral is that we should have spoken to the “influencer’s” as well as the ultimate decision maker, found a way to get everyone on board from the start.

So in Marketing or in the world work you need to know who the influencer is or are and focus your efforts on them.

Let me know your thoughts and your experiences, similar, same or is it, what is he’s talking about?, please let me know and put me straight or join the conversation.