Archive for the ‘Marketing’ Category
Thursday, July 7th, 2011
Have you ever talked with a prospect that you connected with immediately? They called you, sang your praises, acted like they were ready to write the check and all of a sudden…said they would “think about it”? You’re scratching your head wondering “what just happened”?
These conversations occur a lot after the recession and many people think it’s their lack of sales skill or that the person is an idiot. (Guilty as charged on the latter one.) After hearing too many stories (and having a few of my own) here’s my theory: you gave the client a financial wake-up call and they hit the snooze button.
Here’s the deal: most folks already have an idea of what they are willing to spend. If your quote is bigger than the number in their head, mental stop signs immediately pop up. Once that happens, the “I’ll think about it” excuses begin. This is the #1 cause of the stalled sale.
The real problem? Their mental budget is not based on reality. It’s based on what they want to pay, or on the bargain basement price they saw on the Internet. They are blissfully ignorant of what it really costs to solve their challenge. Your quote was their reality check on what it will take to make it all better. That’s why it’s called “sticker shock”.
Your best response: cushion the blow as early as possible. Most incoming inquiries include questions on what your charge. Take the initiative and give a heads-up that your services can’t be purchased at the dollar store. My favorite phrase: ”The investment for one-on-one relationships start at $xxx.” It’s too early to quote numbers or ranges, so use terms such as three figure, four figures, five figures, etc. This advance warning allows prospects to opt out or change their number. All before you spend tons of time trying to sell your services.
Tags: conversations, experts, Marketing, positioning, strategy, Vickie Sullivan
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Tuesday, July 5th, 2011
Many thanks for all the birthday wishes last Tuesday. This time I celebrated quietly (as compared with last year’s four-day blow out at a Scottsdale resort) and reflected on what is precious to me now. One word: grateful. There is so much good in my life. For my second stage, I’m focused on helping others and letting the chips fall where they may. I have enough. I am enough.
Which explains why I’m celebrating being 39 (again) by cutting my product prices by — you guessed it — 39%. It’s time to see what good they can do in the world. And if making less helps more people, then let’s go for it. Click here for details and promo code. And thanks for letting me in your life for another year. With your passion and my systems, we can make the world a better place.
Tags: education, experts, Marketing, opportunity, positioning, Speaking, strategy, Vickie Sullivan
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Tuesday, June 21st, 2011
I believe our best learning happens outside our environment. That’s why I’m fascinated by this study about the retail industry. Hit hard by the economy and buyers looking for bargains (sound familiar?) retailers are our canaries in the mine shafts.
If anyone has reason to be worried, it would be the retailers. But they are not. Instead of consumer confidence (last year’s problem), their concern has shifted to consumer trends. They are now worried about what their customers are buying and how to get and keep more customers.
And so should we. Too many of us are still playing defense. We’re so worried about losing that we’re not focused on what our buyers are buying and why. Now is the time to invest in acquiring more clients. In making sure our message is compelling enough to rise about the noise. Let’s go on the offensive. Let’s get our share.
Tags: branding, experts, Marketing, positioning, strategy, Vickie Sullivan
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Tuesday, June 7th, 2011
In the boom times, time was on our side. Not any more. Even with the recovery, many buyers are still acting like it’s 2008. What to do now: get strategically tactical.
When coming out of a recession, it’s easy to go nuts in the spirit of “getting out there” and spend money and time throwing spaghetti on the wall. This scattershot approach feels comfortable with all the vendors out there selling volume activity at a low price. You’re not breaking the bank and yet you’re “doing something”.
The problem: the market is too noisy for that approach. Unless your message is honed to strategic hot buttons (the buyer’s, not yours) then all you’re doing is contributing to the white noise.
Instead, go small by turning what you already have into gold. If you’ve written a book during the downturn, now is the time to turn that book into cash and clients. Got media? Then focus on tactics that will turn that media into a steady stream of qualified leads. On the speaking circuit? Then pack the house with decision makers who need to preview you
Now is the time to leverage all your assets. Sales cycles are not getting shorter, so don’t think that your big branding efforts will turn into revenue all by itself. Implement tactics that give focused sales messages to narrower target markets. It’s easier to hit the bulls-eye when you can clearly see the target.
Tags: experts, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, May 19th, 2011
Yes, the economy is growing and buyers are still a little timid. So managing their fear can be the biggest obstacle standing between their challenges and our solutions.
Martin Lindstrom, author of one of my favorite books, Buyology: Truth and Lies About Why We Buy, has a different take than the old “just show your value and it will be OK” fluff out there. His advice: understand the fundamental role of fear and then use that to strengthen your position. This can work in marketing campaigns to thousands and one-on-one sales conversations. It can create compelling content for speeches, articles, anything you use to market your expertise.
Read this Fast Company article he wrote and pay attention to two things:
- How he sets up the 30,000-foot perspective with a rhetorical question and then dives down into three specific strategies.
- The strategies themselves. How can you implement what he suggests?
Great food for thought, even as we enjoy this economic growth spurt.
Tags: branding, experts, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, May 12th, 2011
When many experts saw their big corporate contracts vanish, they migrated to small business where sales cycles were shorter. That was a good move as this segment is now focused on growth for the first time since 2006, according to the 2011 American Express Open Spring Small Business Monitor released last month.
Using these findings, four opportunities for experts are promising:
- General growth strategists: 56% of respondents are ready to risk for the sake of growth. They need to know the safest bets and how to get from here to there.
- Social media is still strategy du jour for promoting to new customers, moving up to 44% from 39% last year. Don’t assume that only social media experts can apply; sales gurus can help, too. The priority: how to turn that interest into sales. The top concern is return on investment.
- Hiring the right people will take center stage, as plans to expand here is up nine points to 35 percent. Remember, many of these folks don’t have an HR department, so they need the basics as well as the advance material. This is a broad area, so packaged products on interviewing, assessments, etc., will be more welcomed than traditional training.
- Financial and risk management folks can have a field day in this segment. Cash flow is a huge concern for 66% of the respondents, up from 60% a year ago. This means collection issues, evaluating credit policies (and customers), all that can be priority.
Click here to see more findings.
Tags: experts, Marketing, opportunity, positioning, strategy, Vickie Sullivan
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Tuesday, May 10th, 2011
I dread giving bad news. Always flit between the “stay out of other people’s business” and the “but I can avoid future train wrecks” arguments. But when Dan Janal asked me about the biggest mistakes speakers make, I just let loose. Later, he told me, “that’s some pretty bitter medicine you just gave”.
What I said in a nutshell: too many speakers write books for all the wrong reasons. The result: books that brand good people as “hire me — I’m free and always will be”. Now that’s okay if you’re a consultant looking for clients. Too many folks depend on books to get paid speaking. And it’s only after they’ve spent months (and major money) on producing and promoting the book when reality hits: no new revenue is forthcoming.
Here’s the antidote: strategy first, then start writing. Look around your space and ask yourself: where’s the hole in the market? What angle is not being covered? And the big kahuna question: what new perspective can I add to this conversation? These answers will make sure your book will get you those paid gigs.
The rest of the interview was enlightening, too. Click here to give a listen.
Tags: authors, books, branding, experts, Marketing, positioning, Speaking, strategy, Vickie Sullivan
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Thursday, May 5th, 2011
First we had classroom-type training. Then Corporate America latched on to online training. Then they blended the two. What’s next? Tools that make trainers out of everyone.
Yes, technology is involved. According to this Fast Company article, cloud-based MindFlash has lowered the cost and raised the easy factor. Their goal: have a new user sign up, configure a course, and invite students in 15 minutes or less.
Where will this go? Too soon to tell. My prediction: Gen Y’s will jump on this quickly as they already have basic-multi-media skills. Unfortunately, many of them don’t have the expertise (or the war stories) of the Boomers. This will be a great bridge-builder between the generations. And Corporate America will make training everyone’s responsibility.
I wouldn’t fight this trend. Instead, let’s play the game. One way we can participate: experts like us can help make the training consistent. The last thing companies can tolerate is contradictory ways to do the same thing. And experts on curriculum development will see some great opportunities ahead.
Tags: experts, positioning, strategy, training, trends, Vickie Sullivan
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Thursday, April 21st, 2011
Heard a lot of speakers while on the Harvard University trip to India. One of my favorites was Dr. Kiran Bedi, former prison warden turned social activist. What got her started as the first woman in the Indian Police Service: being a tennis champion.
How did that happen? Her championship career got her media coverage. She was portrayed as mentally tough and a strong competitor. That brand fit well into the police environment. She looked like a safe bet because people “knew her”. According to Dr. Bedi, “They could check me out”. Talk about juxtaposition.
The moral of the story: your background is important; the media about your background is critical. Key question: what does the media coverage of your background say about you?
Tags: branding, Marketing, positioning, Speaking, strategy, Vickie Sullivan
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Tuesday, April 12th, 2011
Do you send RFPs (requests for programs) to speak at meeting industry events? Many of us do, as this is a target rich environment. Then check out this poll by Meetings and Conventions magazine. The #1 reason why your buyers show up at these events? Educational sessions win by a wide margin, garnering 83% of the respondents’ top pick.
More good news: a vast majority — 90% — will attend more or the same number of events as last year. My recommendation: focus on topics that align meetings to business objectives. Help them craft a new role with content on strategic thinking, rebranding, and how to sell their ideas/role to the C-suite. This is not the place for your canned presentations. If you speak here, bring your “A” game.
Tags: education, experts, Marketing, meetings, positioning, Speaking, strategy, Vickie Sullivan
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