BrianButler

Brian Butler, Vice President of Sales & Marketing at The Allied Group
bbutler@thealliedgrp.com |  401.946.6100 x3132

Well...I guess I'm not what you consider an "off-the-shelf" - "out-of-the-box" kind of guy. In a land where the average family has 1.7 children, I have eight (yes I said eight - it's not a typo). In a workplace where the average person now has 7 jobs / careers in their working lifetime - I've been at The Allied Group for 23 years. It all adds up to stability I hope. And busy-ness. Busy at work, busy at home. But, as the saying goes: "it's all good".

The Bermuda Triangle conjures up images of mystery, danger and disaster. All too often, marketing gives the same feelings to those who don’t understand it or have failed at it.

Just as three points always make up a triangle, these 3 marketing and sales support mistakes create an area where profits and progress can be swallowed in a “perfect storm” of sales prevention.

1. We know who our customers are. Living in deeply parochial New England, we all too often hear something along the lines of the familiar refrain, “But we’ve always done it that way”. This promotion of the ostrich method of marketing (and/or management by sticking your head in the sand) when it comes to progress and the acknowledgment of changes in technology, styles or buying behavior is extremely dangerous. Or the conversely but equally effective business killer, “everyone is our customer”. Though I’ve seen some Mercedes and BMW’s on my trips to the local Wal-Mart, I’m pretty sure that even they do not expect to have everyone as their customer. In an era of ever-increasing specialization, the need to define your target audience is no longer a nice-to-have but an absolutely need-to-have requirement.

2. We don’t need (or can’t afford) marketing. No less an authority than the late business guru Peter Drucker said that all businesses had only two priorities, innovation and marketing.  He also commented “the goal of marketing was to know and understand the customer so well as to make selling superfluous.” Sounds not only important but mission critical to me. Yet the corporate marketing services budget is often the first thing to be cut (if it exists at all) in a down turn or when companies feel the need to reduce costs. How dumb is that?

3. Engaging in “pixie dust” marketing. The other reaction in a downturn is to say something like, “quick, let’s do some marketing to get sales up”. The recent commercials advocating that Yellow Book advertising is the “cure all” to a bad sales month or quarter only serves to reinforce this type of thinking. But rarely if ever does a one-hit marketing effort drive results and even if it does in the short term, it’s highly unlikely to do so over the long run. Marketing is not an event. 

Three points can make a triangle. Three points can also make a line that becomes a trend. No matter which configuration you put these three points into, “knowing” the customers you really don’t know, not “needing” the marketing you desperately need and engaging in silver bullet thinking will only lead to one place. But unlike many of the “unexplained” disappearances of the Bermuda Triangle, if you employ this kind of business development strategy, the disappearance of your business will not be hard to figure out.

In the opening sequence of the classic television show, The Beverly Hillbillies, the character of Uncle Jed (played by the actor Buddy Epsen) is chasing a rabbit and fires his rifle - missing the rabbit and only ends up taking a big chunk of dirt out of the ground. But, miraculously, “up from the ground comes the bubblin’ crude”. He and his family had struck it rich with a single random shot from the old trusty family hunting rifle.

In our “hunt” for anew business leads to help create sales however, it’s likely going to take considerably more effort than one or even a few random shots to create a steady stream of prospects. Only with both sustained and intentional effort can we generate the ability to acquire the correct prospecting targets initially and, the right customers eventually.

For many years now, the funnel has been used as a diagram in countless sales and prospecting discussions. Sales training has often focused on bringing prospects through the “sales funnel”.  But that is absolutely the wrong picture to have in our heads. In building a sales (marketing and sales support) list of qualified prospects, the proper image should be one of a pipeline. Something that has a continuous flow of prospects, not a voluminous, unqualified top end.

Your revenue pipeline is likely going to take more time, energy, and resources than you may hope for or be comfortable with. But there are rarely any shortcuts to building a process that will deliver a steady stream of prospects in the long run. Though the tactics will change depending on your business, industry and circumstances, consider implementing the following 3 concepts when building your pipeline.

Identify. For each of your particular products or services – find those customers most likely to buy. Spend some effort profiling your existing best customers. What are the common characteristics? In all probability, similar people or businesses exist who share the same needs and values and would make ideal prospects. And therefore, are more likely buyers of your services.

Communicate. Very hard to get people excited if you told them you winked at them and the room was dark. After you have targeted people who may want what you offer – let them know who you are and what you do. Multi-channel communication tactics in the current day present an almost limitless number of options that include; print, mail, web, mobile and social. Effective communications help establish and control the perceptions of your intended audience as well as offering them the timing and methods they prefer. 

Evaluate. Some things will work. Some things will not. One of the demonstrations I usually give in my speaking engagements is to offer a member of the audience a high quality pair of athletic shoes that will “guarantee” the recipient to run faster and jump higher. After picking one of the many eager participants I hand them a pair of size 17 sneakers.  Again, after the usual laughter I ask the moral of the lesson. It is, obviously, one size doesn’t fit all. What worked at one time may not (and probably will not) work forever. Marketing, by its’ very nature, is experimental.  To be successful in the 21st century and a hyper-competitive marketplace, your marketing program must become sophisticated and constantly measure what works and, what doesn’t.

Maybe you’ve been like Uncle Jed and from time to time hit the one lucky shot that led to some prospects and some customers. But in the long run, leaving the success of your organization to a few lucky shots is unwise. Hope is not a strategy. Instead use identifying, communicating and evaluating to build a pipeline that will bring you a steady flow of business for as far into the future as you can see. It may take more time, effort and resources but it is the only way to enjoy sustained success in the long run.

There is a time for every season and every purpose under the sun I’ve heard it was written.  Well, fall is no exception. It is here. And for me, it brings with it some interesting sales (marketing and sales support) and business lessons. 

1. Look for low hanging fruit. On our recent trip to the apple orchard, I spent a good bit of time maneuvering the ‘picker’ to reach high up into the trees to grab the apples at the top. But as we went along, I also grabbed some of the apples on the lower branches, and, even some on the ground. If you’re looking to make some deals this fall, grab some of the ones on top but don’t overlook the easy ones.

2. Embrace change. Change is in the air. The temperature. The amount of daylight. The color of the leaves. If you’re like one of the now 7 billion people living on the planet, I’m guessing that you’re experiencing some kind of change right now. Maybe it’s because of; technology, the economy, trends, styles etc. or whatever. Don’t fight it. Embrace it.  Figure out how to profit, be more healthy and productive because of it.

3. Look for extra time. We’re about to turn back the clocks. In this upcoming weekend that means we get one extra hour of time. In your busy schedule, look for some things you can drop (turn back) so that you can pick up a little extra time for the priorities in life.
 
4. Ask for the order. My kids didn’t walk up to the doors on Halloween night, ring the bell and say, “would you like to think it over about giving me some candy”? They rang or knocked on the door, it opened and they said, “Trick or Treat”? And they came home with hundreds of orders…ah, I mean pieces of candy.

5. Be prepared for surprises. The freak snow storm that hit Saturday night caught many people buy surprise. Hadn’t bought the new ice scraper, couldn’t find the snow shovel in the shed. Be a boy scout. Be prepared. Go into the day, the rest of this year and, next year, with a plan that includes being ready for the unexpected. 

Unlike accounting, production or other business processes that often have a repeatable right way, successful marketing changes from time-to-time as new technologies, information and tactics become available (see: social media). Marketing your product or service will have some consistent themes that will increase the likelihood of success however. To get the desired results, effective marketing communication strategies will;

    Attract the attention of your desired target market
    Begin to influence the prospect’s decision-making process
    Communicate a low-risk, easy next step action toward buying

A - In love beauty may be in the eye of the beholder but in business attractiveness is in the eyes of the customer. Is the packaging of your product attractive? Is the appearance of your store pleasing to your potential clientele? What perception does your literature and advertising give to your both your prospects and customers? Do prospects know where to find out about you on Facebook, Twitter etc.?

B - Educate people how to make the correct buying decisions. Make sure to give them all the information they request or need to be able to make the purchasing decision for your product or service. There are three primary reasons why business buy things. To increase revenue. To decrease costs. To improve efficiency. You want those things for your business and your prospects want them for theirs’. Consumers may buy for pleasure, ease, status or function. But everyone buys for their own reasons, part emotionally and part logically. Help show them what a good decision looks like.

C – It’s not likely to be possible to fit all the things someone needs to make a buying decision into one ad or direct mail piece. And most items above a certain price point are not an impulse purchase but rather contain an investigative process that leads to a buy / no buy decision. Understanding each prospects unique decision making system is the key to ultimately making a sale. Clues can be found in there responses to your offers – often their ‘digital footprint’.

If you can learn what the typical steps in your prospects buying cycle are, you have a chance to guide the process to the conclusion you want – buying from you.

Do your prospects need;

• A free report or white paper
• A customer testimonial or referral
• A free sample
• A test drive or similar product test
• A site visit
• A discount coupon
• A visit from a sales representative

Whatever it is they need, make sure you offer the easy, no-risk next step as a way to keep the process moving forward.

The ultimate goal of marketing is to Attract customers by making yourself attractive to them. It is the concept of pulling ‘em in rather than pushing information out – thereby – pushing them away. 

Marketing is everything you do to promote your business; from the second you dream about it through the time you actually have customers buy your products and services. It encompasses all aspects from naming and branding your company through the ways you present your value proposition to your target audience. Peter Drucker, the acknowledged leading management authority of the 20th century, said that marketing and innovation were the 1st concern of all businesses, more important then anything else including finances.

Good marketing and sales support is not an expense but rather an indispensable investment. Most successful companies, even ones that had a unique market position at the start, eventually have to differentiate themselves from the competition. The only way to do this in both the short and long run is marketing.

Today marketing consists of the original big four of price, product, place and promotion, but now also includes people, productivity, process and physical evidence. Solid marketing communication strategies and consistent tactical execution are the only way to guarantee that you stay top-of-mind with both your prospects and customers.

Done correctly, effective marketing will:

• Achieve all growth and revenue goals
• Communicate a consistent message about your company
• Influence customers and potential customers to buy
• Focus on customer needs
• Control the perceptions of the marketplace toward your company, product and service
• Convey the desired value proposition of your offering
• Allow for “top of mind consciousness” of your target audience
• Educate your customers and prospects as to solutions to their problems
• Communicate your expertise in a specific area
• Speak to customers “pain” and your solution

If you are not “making the numbers”, chances are you may not have a sales problem but rather a marketing one.  Effective marketing is the only real catalyst for continuous customer acquisition. For more information on marketing consultancy services, contact us.

With inflationary pressures, competitive price-cutting and disruptive technologies so prevalent in today’s market place, marketers often scramble to choose the right places to invest their smaller budget dollars. Well-defined marketing communication strategies and programs, implemented consistently, gives you the best chance to stay ahead of the turbulence.  

1. Do your homework. Drop phrases such as; “We think”, or “But we’ve always done it this way”. This is no time to guess. Invest in research, focus groups and/or surveys. You don’t want to find yourself touting features and benefits no one cares about.
2. Increase marketing budgets. Yes, I said increase. When competitors are pulling back, it is a great time for you to make a ‘name’ for yourself with prospects that may actually be paying attention right now. 
3. Get more where you are. Existing customers know you (for better or worse). If you have additional products and services that they could be buying from you, now is the ideal time to tell them. Market to them consistently.   
4. Make the best better. We all have products or services that outperform some others in terms of revenue and profit. Concentrate and promote those. If you must choose to pull back somewhere, do it with your weaker offerings. 
5. Retain what you have. Don’t neglect sending ‘some love’ to your existing customers in your marketing communications efforts. We all want to be remembered. Ignore keeping in contact with your current customers at your own peril. 

Try one or try them all. This is no time to ‘wing it’. Focus and execution on pre-determined goals is the only way to fly in this storm. 

Visit our site to learn more.

In talking to marketing executives everywhere the common sentiment appears to be one of uncertainty over what to do and how to market today. And yet having the right marketing communication strategies and programs that generate awareness, interest – and – leads, has never been more important. Here are a dozen thoughts to consider that we’ll explore in future ponderings.  

1. Marketing is in the biggest flux it ever has been.
2. Multi-channel marketing still appears to work the best.
3. Figuring out the right tactic(s) is very hard.
4. The primary goal remains attracting and keeping attention that leads to action.
5. The ultimate goal is to create and retain long-term loyal customers.
6. Not everything is measurable.
7. “Not all that is countable – counts” (Albert Einstein).
8. Marketing is experimental – nothing that works now lasts forever.
9. You must be willing to spend money to make money
10.   One-size does not fit all.
11.   Efficiency comes from coordinating marketing and sales efforts.
12.   Results can only really be judged over time.

For me, these are a dozen interesting concepts that literally lead to many dozens of questions. But we need to ask the questions to find the answers to greater results of revenue and profit growth.

My wife returns tomorrow from the first real, extended, separate vacation in our marriage. She’s in Denver visiting a friend and I’ve had complete control of the ship (eight kids) for 5 days now.

Everyone (mostly women) I’ve seen the last few days have asked one-half compassionately and one-half snickering – “how’s it going? Are you doing OK?” “Piece of cake” is my standard answer.

This is in NO way to diminish the challenge, sacrifice and commitment of stay-at-home (or even more so – single) moms. Five days does not equal five weeks or five months or five years. But, in my very brief assignment of being in charge of “things”, I know what my choice would be between primary care-giver and sole-provider.

This week I’ve; applied band-aids, done homework, cooked meals, visited grandparents, done laundry, negotiated sibling disputes, driven kids to various activities, and given and gotten lots of hugs and kisses.

Last week I; negotiated contracts, went to networking events, handled customer complaints, dealt with disgruntled employees, managed the unrelenting pressure of “making the numbers” and shaved regularly.

I’m certainly not suggesting that the “grass is greener” in any direction. It has always been and will always be what each of us makes of our unique circumstances. But, Just So You Know - given the choice of catching the food or cooking it, after some significant, dedicated time really doing both – I think I know which one has more rewards, more impact and the most meaningful benefits for everyone involved, in both the short term, and, long-run.

 Think about change for a moment. Change is a word and a concept that often immobilizes even the most goal-oriented, determined and successful business development professionals among us.

Think of a happy circumstance you are experiencing right now or the flush of pride over some recent accomplishment. The reality is that something had to change for you to create and enjoy the new experience.

In physics, escape velocity refers to the speed needed to “break free” from a gravitational field. A rocket ship leaving the surface of the earth requires about 11.2 kilometers per second (km/s) of velocity to counteract the effects of gravity. Interestingly, the further away you get from the source of gravity, the less energy is required to “pull away”.

All objects on the Earth have the same escape velocity. But, what is different is the amount of energy needed to accelerate objects of greater mass to achieve escape velocity.

In just the same way, to change any circumstance in our life, we must have sufficient thrust and constant momentum to break free of the conditions that are keeping us in their hold and not allowing us to discover something new. Just like the Earth’s gravity, we have habits and slips in our forward momentum that keep us locked in place. Just like the rocket ship, we must have some required minimum amount of acceleration to move us toward our hoped for destination.

It could be the desire to quit smoking, eat better, improve your company or the need to change relationships or careers. You’ll need to line up your reasons, confirm your motivations and get into action in a manner than allows you eventually to break free of the pull of your current situation.

A rocket ship needs to be designed properly to accomplish its’ mission and get into space. It takes science, engineering, physics and technology. To achieve your life’s mission, and get into your proper orbit, it will take no less combination of important factors. Just so you know, for us humans, those things will be thoughts, expectations, choices and attitudes. How well are you constructing your “ship” to create the change you want and deserve? 

Retain. With retention rates at all time lows and customer loyalty harder to come by, it is important to prove your value to your customer on an on-going basis. In the “good old days”, we could get by on being just good enough. But in the 21st Century, performance is not a nice to have but a must-have in order to keep your customers for the long haul. 

Picture a stool. You can be supported quite comfortably on one that has three legs. But have you ever tried to support yourself for any length of time on a stool that only has two legs? If you have great marketing that helps you find customers and a great sales effort that helps you get customers but an inadequate customer service effort that does not allow you to keep what you’ve gained, then what have you got? Or, if you have good sales production and convert most of your opportunities and good customer service and keep almost all that you earn but marketing does not drive enough opportunities to sustain your organization, what have you got? A one or two-legged stool will only get you so far.

Meatloaf was wrong. Two out of three is not enough. If you only have two pieces of the business development puzzle that work, eventually, you might not be eating anything but meatloaf for dinner.

History tells us the original marathon was run by a Greek man named Pheidippedes. During a war between the Greeks and Persians in 490 B.C., he was requested to run back to Athens to announce the Greeks victory. He ran all the way from his hometown of Marathon to Athens, a total of 26 miles. Upon delivering the good news, Pheidippedes dropped dead.

While our competitive business environment is challenging, hopefully none of us are “at war” with the competition. But, our determination to stay the course and willingness to run a marathon may be the deciding factor in winning the race. 

Many things will go against you in your marketing communication strategies with your target audience in order to win their attention, interest and business. Since so often the urgent can block out the important; sustained marketing efforts sometimes are a casualty of changing market conditions, and impatience over immediate sales results. 

Marketing isn’t a “quick hit” for immediate sales. Or a singular event meant to drive results forever. Marketing is more like working out. You don’t do it once and stay strong forever. In the same way, to give your organization long-term sales “muscle”, marketing needs to be an everyday, long-term commitment. 

One of the first casualties of organizations (or industries) in the latest recession was the marketing effort. One of the most common strategies was to cut prices and pull back on advertising and marketing and sales support. Both are the wrong answer, always, but certainly in times of adversity. Many studies have shown that in times of trouble, smart companies actually increase marketing activity. The result is invariably an increase in sales and market share because so many competitors are pulling back. Acquiring customers can be easier when others aren’t even trying.

The Boston Marathon is just days away and then will be over. Our quest for new customers never will be. A successful marketing program that is committed to for the “long run” will; draw customers to you, generate a constant flow of new business leads, create a “presence” for your organization in the marketplace and focus the attention on the prospect instead of the product.

Though at some times you’ll be running at full speed, successful marketing is not so much a sprint as it is a marathon. Be prepared to go the distance.

Organic business development requires a comprehensive, coordinated 3-part effort. You must have sufficient strength in each of the marketing and sales support and customer service areas of your company to attract, acquire and retain customers.

The Venus Fly Trap is nature’s equivalent of a well-run marketing and sales support and retention program. Like many plants they get fed both from gases in the air and nutrients in the soil. But it is in catching the “right” insects that will help the flytrap truly thrive rather then just exist. To be considered carnivorous, a plant must attract, capture and digest some kind of animal life.

The plant must first secrete a sweet-smelling sap that is attractive to its’ intended prey (marketing). After an insect lands on the plants’ trap it will close, but not all the way, in about one second. Insects that are too small or too large are released because they provide inadequate nutrition or are “too big to swallow”(sales qualification). Stones, nuts or other inadvertent objects are released in about twelve hours if they don’t meet the flytrap’s expectations (firing the wrong customers). If the plant finds the captive bug to its’ liking however, (the “just right” customer), the trap is shut tight never to open again until the next catch (retention).

Just so you know, successful, natural business development and local lead generation must work together in just the same way, with all three steps to build long-term loyal customers and revenue stability through an integrated marketing communications program.

Things in nature usually work very well. Design your marketing and sales support and retention process just as well to build long-term repetitive success.

I just sat through a fascinating presentation by Harry Gold of Overdrive Interactive on social media marketing. Several things stood out.

There is a misconception among some that much if not all of this stuff is “fluff”. It’s not.
Many people that I’ve spoken with think social media marketing only works with B-to-C applications. That’s wrong.

You can “dabble” in it and maybe get a hit or two along the way that will turn into something over time. Maybe- but – not likely.

Here are the three words I’d offer to counter those arguments.

Sophisticated. On the contrary to the “fluff” argument, the strategic marketing consultancy "types" who engage (successfully) in social media marketing are very sophisticated. It is not child’s play. The creative and technological aspects of a marketing services company successfully deploying it are every bit as critical as traditional media channels.

Savvy. B-to-B organizations are have woken up to the need to add social media marketing to their integrated marketing communications program. Over 80% of companies with more than 500 employees are doing it. They realize that if “you’re not in it – you’re outside it”.

Serious. They say that politics is a full-contact sport. So is marketing and sales support / business development / revenue and customer creation. If you want to grow your business in the 21st Century, you need to figure out how to add social media marketing to your mix.

I’m not a believer in “silver bullet” answers or putting all your eggs in one basket. But, just so you know, if it’s not, social media marketing should be a big part of the plans for your integrated marketing communications program in the future.

“There is only one boss. The customer and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else”. - Sam Walton

Funny. I thought that at least if the customer wasn’t always right, they at least could not be an annoyance to the customer service person taking their money!

I walked into a grocery store the other day to buy a gift card as a present for a friend. After the first swipe, I pointed out to the cashier that she had charged me double. “Humph” came the response.

The second attempt brought with it a long sigh when I mentioned that she had keyed in the wrong amount. The third attempt did not provide the desired result either when she then could not get the card to activate at all. “You know”, she said to me, “I’m getting really annoyed!”

She finally was able to get the deal done the way I had asked for initially to which my response was, “I’m sorry to have annoyed you”. To which her response was another “Humph”.

Do you think her boss, manager or the store’s owner would like me to mention the name of the store?

Just so you know, don’t take your customers for granted – they are your boss. “Thank you for shopping with us” and “please come again” still work to make customers feel good. I won’t be a problem for that store again because I won’t be coming back.

We recently worked with some highly intelligent executives at a reasonably successful larger corporation looking for long-term growth. The initial conversations revolved around the strategy, tactics and depth of programs they felt that they needed to re-educate their exiting clients about new products and services as well as making themselves known to new potential customers for more effective local lead generation.

After many meetings over several months they decided they wanted a “quick hit” to increase sales fast and didn’t want a more integrated marketing communications program. They wanted to send direct marketing postcards out one time to several thousand recipients and needed an immediate return on investment.

We said no thank you.

Oh, we could have taken their money and done a basic print fulfillment project. But, odds are, we may not have gotten the expected results right away and gotten fired anyway, likely the first in a long-line of many marketing services companies who would not get the immediate results they said they needed.

You see, the mystery of successful marketing is most often based in consistency, not magic. One anything; direct marketing postcards, rebate offers, trade shows etc. are highly unlikely to net you sustained long-term leads, prospects and ultimately, customers.

In our personal relationships, one event does not define them. Rather, it is an on-going series of interactions and remembrances that keep us connected to other individuals. Greeting cards, flowers, presents, phone calls and many other expressions of endearment help our personal relationships survive and grow.

In the same way, (to those who are receptive to it) you must commit to a never-ending series of integrated marketing communications campaign tactics like newsletters, emails, white papers, direct mail campaigns etc. to interest, excite and acquire new customers, and, keep them for the long haul. Relationships in business are built just like in our private lives, through constant attention and contact.

Just so you know, if you need more business, you need to commit to a sustained, never-ending integrated marketing communications program. If you don’t continually engage potential clients about who you are and what you do, you’re making it next to impossible for them to buy from you.

I had two experiences the other day that left me shaking my head in disbelief. Both were solicitations for my business, one a radio commercial, the other, a direct telemarketer. 

First, the auto dealership. If it seems like I’ve been picking on them, having just bought two cars, I now remember why it takes me so long in-between purchases. The ad came blaring over the radio on my drive home. “We’ve had a great month at XYZ Auto, we’ve sold lots of cars and we want to keep our momentum going”. 

Whoa. When did my potentially buying a car turn into me caring about you keeping your momentum going? Sure, while I and probably most people prefer to do business with an organization that is doing well, I don’t want to be either beaten over the head with it nor have it made the first “feature and benefit” in your selling proposition. I have my own reasons for considering any purchase and trust me; it has nothing to do with what’s important to you. Not to say that I’m not a win-win kind of guy, I sure hope I am. But talk to me about what you can do for me first, not what I can do to help you.

Second, the business development professional services company. A telemarketer selling training services essentially teaching us how to get more business. The voice mail started with “Hi Brian, this is Donna, give me (no please) a call back, I’d like (why would I care what you’d like at this point?) to talk to you (not with) a little bit and tell you (not share with) what we have to offer”. 

Are you kidding me? No research. No value statement. No indication of what or how they could improve what I’m doing or sharing any relevant examples. 

Your marketing communications and sales process immediately creates the perception of your organization in the mind of prospective customers. As potential buyers of any product or service, we want to know what you can do for us, right away! 

Are your marketing communication strategies and are your marketing messages communicating your value to your intended target audience? If you do an honest assessment and determine the answer is no, you’ll want to change that, sooner rather than later. Always think about the customer first, you second.

Two situations that came up one week last month required me to change my normal route to work. The new path brought me passed a large local car dealership. Since it was before 7:00 AM each day I did not expect to see any activity as it was before working hours. What I saw really got my attention...and stay tuned for what it caused me to do.  

In the lot were three different two-man teams, each with buckets and sprayers attached to garden hoses, washing off the 100 or so cars parked in neat rows across the expansive parking lot. Despite the absence of any trees and falling leaves or any new snow, ice or any other kind of precipitation, I noticed how meticulously each and every car was being cleaned so that when the prospective customers came to the lot that day, each vehicle would look its’ absolute best. 

It reminded me again that everything that every organization does is marketing. Either you are making yourself look more attractive, or less attractive, to your customers and prospects. You might have the best marketing communication strategies possible, but if your execution leaves the product unattractive or less ‘shiny’ than it could be, you are creating a disadvantage for yourself and your salespeople - not the marketing and sales support you are looking for. 

Marketers and business owners, make sure; the lobby is neat, the rugs are clean, the bathrooms smell good, the light bulbs all work, the marketing messages are clear and they are delivered in a timely fashion. Salespeople, make sure your shoes are shined, your teeth are brushed, your attitude is good, your sales literature is organized and you leave whoever you visit feeling better when you walk out then when you walked in.

Ps. What did the “car washing” cause me to do? Despite having another vehicle all picked out – I gave that dealership a shot and bought one of their ‘shiny’ cars instead.

In what has become one of those quintessential Rhode Island jokes, when a large winter storm hit last week, the supermarkets and convenience stores were overrun with people getting their bread and milk so they could survive the storm. 

At some point in time I guess, somebody decided that bread and milk were the staples, the things that you could not make it through a tough stretch without.

Almost all of us have had a different kind of tough stretch the last few years. One of the most challenging business climates that most of us have ever seen.

So I got to thinking about what the staples were of a solid revenue engine for successful and sustained business development in our organizations. I came up with 3 must-haves. 

Marketing.  If prospective customers don’t know who you are or existing customers don’t know all the things you could do for them – you have a serious opportunity gap. Fire up your marketing communication strategies and get the word out – continuously so you can avoid the storm of an empty pipeline. 

Sales Process.  I relearned the lesson constructing toys this Christmas. I neglected to read the instructions well enough (at all?) on the air hockey table and paid the price when I had to “undo” all the work to go back to the beginning and put the screw in I forgot. Often in the sales process doing the right things is great – but – you also must do things in the right order to get the right results. Remember, the sales process is the only long-term competitive advantage. 

Customer Service.  The stores that did the best in the storm had the bread and milk on the shelves. How well do you plan ahead to anticipate customer needs and requirements? Often, good customer service is not doing well in a crisis by being reactive but rather, planning ahead and helping your customers avoid anything that leaves them lacking confidence in you. 

What kind of shape are your staples of business development and lead generation methods in for 2011 to help you and your customers avoid any unforeseen storms?

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I’ve found myself in the market for cars recently. With my daughter just getting her license last month and my son getting his license next month, it became painfully obvious that they’d need a vehicle to share to get around in. It was decided that they’d get my hand-me down, I would get my wife’s hand-me down and she’d get something new. As if that decision was going to be either a surprise or a long conversation. 

I was driving by a car lot the other day and noticed a nice vehicle that I thought may fit the bill. Not having time to stop, I took the name of the dealer down and called after I left the appointment that I was running a little late getting to. 

I mentioned to the person who answered the phone that I was interested in the car in question and asked if she could give me some particulars. “Oh, no”, she replied, “only Joe can do that”.  “Can I speak with Joe?” I asked.  “No, I’m sorry, he’s not here right now”. 

She was not allowed to give someone who was interested in potentially buying something any information. Say what?!

In an open-source world, well developed marketing communication strategies are no longer “push” driven. We all now reach out to find what we need when we need it with no barriers. And information can’t be kept from a potential customer in hopes of having the salesperson control the process. 

Review how easy you make it to access information about your product or service. Successful customer service isn’t always about how well you did for someone or how well your product performed. Often, it is just simply making it easier for someone to buy something.

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