May 17th, 2012
Think you need a big email list to get something done? Think again. Here’s a story about The Adventure Project, a non-profit who activated a whopping 30% of their small list. This Fast Company interview drills down on what they did.
My favorite suggestion: create a challenge with urgency. That last word — urgency — is the missing link to many of our situations. Key question: how do we make our offer urgent? I say we go beyond self-made deadlines. When we join forces with outsiders, we create a mission our community can get behind.
And what do you wanna bet that the awareness of this challenge brought to the cause increased exponentially?
I see some best practices in this case study. Go forth and apply…
Tags: consultants, experts, Marketing, positioning, strategy, Vickie Sullivan
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May 15th, 2012
Last week, I posted about employee confidence and concerns about the mass exodus to greener pastures. Well, when it rains it pours, as another study published around the same time explores what employers plan on doing to keep their top talent.
According to coaching/consulting firm OI Partners, 90% of those companies surveyed report concern for losing high-potential (read: future leaders) and…to my surprise…72% are worried about losing front-line workers who work directly with customers. Translation: skilled workers at all levels are becoming a premium asset.
Sure, they will pay more. And…they are also including coaching as a perk for future leaders. My thinking: now might be a good time to look at online solutions for front-line folks. How can you turn your content into quizzes, role plays, anything experiential? I see some huge potential here for companies that don’t have the resources to do this on their own.
Here’s a press release with more details on the study.
Tags: coaching, consultants, experts, positioning, strategy, Vickie Sullivan
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May 10th, 2012
Sometimes I think I’m in the translation business. I spend a lot of time explaining what buyers won’t tell us during the sales process. One of my favorite mystery phrases: ”We’ve changed directions.”
What does that phrase really mean? Here are a few possibilities I’ve heard from the front lines:
- You mean that great conversation we had last week? Oh, sorry…forgot all about it when I had another great conversation with another vendor. Because she was the most recent discussion, I forgot about you and hired her instead.
- Well, you were the front runner, but Mr. Big Cheese came in and said I had to hire someone else. I don’t want you to think I don’t have the power I told you I had, so I’m going to punt and just say the direction has changed.
- Yea, I remember you. I almost hired you until I found three other people who do the same work for less. Whew…almost got ripped off there. So I hired them. Sure, it’ll take more work but at least I can brag that I stayed under budget.
So the next time you hear that phrase, ask yourself: Do I really want to know the back story here? Sometimes ignorance is bliss.
Tags: consultants, conversations, experts, Marketing, positioning, strategy, Vickie Sullivan
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May 8th, 2012
Yep, the economy is rebounding. And workers are celebrating by looking for new jobs, according to this study by Randstad, a Fortune 500 staffing company. The report’s Employee Confidence Index was 55.5 in March, more than 15 points above the historic low in January 2007. Only five points lower than the all-time high.
This mass exodus has been predicted for over a year now. The antidote: ramp up employee engagement strategies. And that’s good news for OD and other experts in the corporate arena.
Look for low-cost solutions first. Then when that doesn’t work, money will be thrown at the problem. Your next best step: get ahead of the curve by being the resource for mass, low-cost solutions. Build momentum now so when the problem hits full force, you have front runner position. Also beef up your content marketing programs now — awareness will be a strategic advantage.
Click here for the press release on the findings.
Tags: consultants, economy, experts, Marketing, positioning, strategy, Vickie Sullivan
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May 3rd, 2012
From LinkedIn poster Matt Rixx on how to respond to folks who want you to speak for free:
‘It reminds me of a saying I heard during my years on the comedy circuit — “if all you pay are peanuts, all you attract are monkeys.”‘
After picking myself up from the floor laughing, I started thinking about how we experts invest in our business. How we decide which resource — or expert — to work with? Do we settle for less because the price is more comfortable or do we focus on what we need and find the best talent?
Here’s what I’ve noticed:
Established experts who charge top dollar don’t see the irony of nickel-and-diming their own vendors.
New folks coming into the thought leader space paying $10,000 for nothing because they are afraid of the price point to get what they really need.
An industry association that is at risk of becoming irrelevant because the senior members can’t make it in the market anymore, so they are coaching the newbies.
Nobody wants to pay more for less. Nobody wants to be careless with their resources. And…the price point can’t be the top priority.
The next time we need help out there, let’s turn this quote around and ask ourselves: if all we pay is peanuts for the help we need, will we only attract the “monkey” providers?
Tags: budgets, consultants, conversations, experts, strategy, Vickie Sullivan
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April 26th, 2012
I had a client whose prospect — in a face-to-face meeting and in front of other people no less — exploded when he heard her fee. Literally had an emotional outburst.
Now she could’ve followed his lead, told him off and walked out. But she didn’t … instead she turned the situation around and he’s not giving her six-figures.
Folks, the biggest mistake we can make is getting out of the conversation too early. The first sign of trouble and we walk out, saying to ourselves, “well, this is a lost cause so why put in the energy when there are folks out there who want to work with me?”. The problem with that: his initial reaction to her fee is not permanent. Our walking away makes it permanent.
Here’s what I do: if I find myself in a similar situation I think, “OK, this could be the kiss of death. I’m gonna use this as an experiment. I’m going to test my turnaround skills. If I can’t pull it off…well, I didn’t have the opportunity anyway. Worst case scenario, I’m gonna learn something.”
The worst time to give up in in reaction to someone’s silliness. The best time to give up is when we decide we don’t want the opportunity.
Tags: consultants, conversations, experts, strategy, Vickie Sullivan
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April 24th, 2012
Why do stories work? Because the connection between talker and listener is deeper than we thought.
A 2010 study shows that a brain scan of a storyteller matched the brain scan of 11 people who listened to a recording of her story. That’s right — they synced up. What does this mean? Communication has been studied in silos — what’s going on with the listener, while the communicator is talking. With stories, researchers see the same areas of our brain light up. Cool, huh?
Yes, the sample is small and, yes, this is a first step — researchers don’t know why the brains sync up. And it’s a cool first step in how we connect with each other. This Discover Magazine article explains it better than I can.
I love ground-floor studies like this…many thanks to trusty partner-in-crime Vicky Likens for passing this along.
Tags: conversations, experts, Speaking, strategy, Vickie Sullivan
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April 19th, 2012
Association stats have been hard to come by. But no more, thanks to the American Society of Association Executives (ASAE) latest study on the impact of the Association market.
Bottom line: an increase in the number of associations, up 3.4 percent from 2001 to 2010. The total number is a little over 92,000 (keep in mind these are U.S. statistics — they don’t reflect international associations). There were almost 1,700 new applications for trade and professional associations in 2010 alone. Click here for the complete report.
These stats dispel the myth that online communities will negate or diminish growth of these groups. What technology has done is to change how associations compete. Prediction: while associations will always market content, the smart ones know they can’t win on that aspect alone. Watch for savvy associations to focus on interaction, networking, and the experience of face-to-face meetings.
Another heads up: I see more recognition activities in their future Associations want to be the ones who celebrate the industry, advocate for the industry and be the voice of the industry. Partner with them accordingly.
Tags: associations, consultants, events, experts, meetings, strategy, Vickie Sullivan
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