Beyond logic to effective communication

2 years ago 0 0 657

Have you ever noticed that sometimes- even when there is no logical reason for it- your staff or your customers simply won’t take actions that are clearly in their best interests? They have made their minds up about what is happening before you have had a chance to explain it, or they agree with what you propose, but just don’t seem capable of taking action. Regardless of the best intentions, our brains have a ‘fast’ decision circuit that leaps to conclusions before we can logically process information. If we don’t help our customers or staff to make the right ‘leaps’ and conclusions, their cognitive processing will often make a decision to avoid change, and therefore to not take the action which would be in their benefit. Beneath all of the logical processing that occurs in our minds runs a much deeper, almost primitive evaluation system. It is this system which

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social media marketing

Human marketing in a digital world.

3 years ago 0 0 610

Your boss bursts into the meeting “I want us on twitter! We need to update Facebook! Show me the digital strategy!” Unfortunately, over the last 10 years, this has been all too common. The cry has gone out for organisations to ‘get digital’ for fear of missing out. There are great reasons to include digital and social media approaches into your marketing, but unless it is done thoughtfully and strategically, they often end up expensive and damaging to the organisation and its brand.  In many instances, these channels are used a megaphones to yell messages at people with no interest in what is being offered. The shift to digital There has been a massive shift to digital technology. We often hear of the ‘digital natives’ – the generations who have grown up intimately connected to digital devices, who have deep confidence or trust in these channels, and who are extremely

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Pitch perfect – get your audience to yes

3 years ago 0 0 1190

The role of the ‘pitch’ has been magnified through such TV shows as ‘Shark Tank’ or ‘Lion’s Den’. These shows put a pitch in the spotlight, with an assessment and investment depending upon the quality of the presentation as well as the product idea. They can often make the process seem as a ‘one shot for glory’. However, if we view a pitch as this, then it can lead to unnecessary stress and worry, and can negatively impact how we pitch. If, on the other hand, we considered a pitch as simply an opportunity to open a discussion and negotiation, to present our position and influence buy in, then we can use the pitch in powerful ways to create successful uptake of our ideas and secure the support that we seek. Everyone has to pitch – maybe not for a major investment, but politicians pitch their policies for your vote,

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A compelling message – or just ‘So What?’

3 years ago 0 0 1693

As part of the process of selling a big idea – whether it is a product or service to a customer, or a message to internal stakeholders- we need a value proposition to help make it understandable by those we share it with. However, too many value propositions presented fall flat, with the customer either thinking – or saying out loud “So What?”. Too many value propositions offer no value, fall flat or are simply uninspiring. A great value proposition is meaningful, contains rich value for the customer and provides them with a compelling reason to change. If we are selling something, we are wanting the customer to change from not purchasing to purchasing. If we are sharing a big idea, we are asking our audience to change their minds and adopt the idea as their own. Either way, the value proposition has to overcome the status quo of what

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Why most sales reps aren’t built to perform

3 years ago 1 0 1016

Our customers today have access to overwhelming volumes of information, have so many choices and are ever more discerning.  The ability for our customers to truly understand what we can offer them can simply be lost in the white noise. How we connect to customers and sell them our purpose, our values and our offerings can be critical in cutting through this white noise and drive business success.  Great sales people are therefore a prerequisite of success – and you need them right across your business. As organisations become more social and customer centric, every person within the organisation not only becomes a brand ambassador, but a ‘salesperson’ of the organisation, and for the organisation, to its customers.  The old days of salespeople on the ‘outside’ and everyone else huddled within are definitely gone. So what really makes a great salesperson? If you had to identify the profile that would

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Customers experience pain

3 years ago 0 0 647

Apple announce that iPhone 6 will go on sale at Midnight next Wednesday. By Monday evening, the queue is already forming.  Apple customers are putting themselves through 36 hours of ‘pain’ to become one of the first to own a new model of something they can get today. You walk about a kilometre, have to drag items out of a warehouse and load them onto a trolley to go through check out at Ikea.  Clients accept this pain to buy furniture (that will probably cause them even more pain when they get home and get out the allen key!) You have to wait on hold for a phone operator for two minutes – and the wait is intolerable! In business, we put our clients into three different types of pain: 1: Brand-reinforcing (valued) pain.  This pain, like queuing outside Apple stores, is part of the ‘story’ and enhances the perceived

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Business Development Excellence

4 years ago 0 0 974

How do you, and your organisation, approach business development?  That is, how do you work to grow your business? Are you a ‘shotgun marketer’?  Spray your marketing efforts in a wide arc hoping to ‘wing’ a few customers and bring them to ground? Or are you a replay marketer?  Do what you have always done? Or maybe a ‘shiny things’ marketer?  Are you the type that was the first on Facebook, Twitter and any other ‘shiny new’ marketing idea? Business Development is something that is a necessity in any business.  Whether you are a local pizza shop selling to the neighbourhood, or a major corporate selling around the globe, the way that you think about business development will have a massive impact on the success of your business. Working with many organisations across a spectrum of industries on business development, it has become clear that there are lots of areas

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you get what you deserve

Leading Customer Service Excellence

4 years ago 0 0 1896

Leading Customer Excellence Sometimes common themes emerge which run through the work you are doing.  At the moment, there seems to be a deep need for engagement, for resilience and excellence in customer service. Perhaps they all stem from the same place – the environment that business exists in is tough – there are competitors, the customer has high expectations and the landscape is often changing through technology, regulatory change or economic pressure. We know that customers have access to unlimited information, often an overwhelming range of options and know their ‘power’ in dealing with organisations.  This makes the point of customer interface critical – we have to provide an excellence in experience which allows them to remain engaged and want to be our customer. How do we, as leaders, help our front line people consistently deliver great customer service?  This is one of the things I have been working

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Transacting or creating real value as a sales and marketing strategy?

4 years ago 0 0 815

Recently, I have been bombarded with ‘push’ marketing emails from some people who have obviously attended a seminar on ‘building and converting lists’ as their main sales and marketing strategy.  They are not talking with me, they are simply shouting AT me.   It makes me wonder how little time have they really put in to deciding that I am the sort of personthat they can flog to me and charge me for. It reminds me that there is a transactional approach –  or a ‘bigger game’ approach – of dealing with your customers: 1. The transaction model. In this model, the organisation has something specific to sell.  They go out and find customers that may want to buy it.  They trade – or more precisely, they transact.  Only the act of exchange brings value to both parties and the customer only serves as a recipient of the good or service for the

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Act now (or there will be no scarcity left!)

4 years ago 0 0 876

OK, I’m calling it.

I have simply had enough of the scarcity model of sales.

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I know, psychologically, that it works.

I know there are times when scarcity exists – the room is full, or the person simply has no more time.

However, we live in a time of abundance.  There is so much of EVERYTHING, why do we need to scare people to take action?

Aren’t there enough people out there who need what we offer without us needing to scare them into action?

So, I have called it.  I am all for abundance, for sharing, for creating.

‘What else can I give’ is so much more powerful than ‘what else can I take’.

How do you sell?

How do you like fear? (don’t miss out, we are nearly out of fear!  Last chance! Hurry!)

Time to change the paradigm.