Wednesday 17 June 2009

What's the Role of Marketing in Business...?

Marketing is still a young profession in Ireland. It involves Planning and Thinking.......not an instinctively great space for us Irish!! We prefer running across the Somme dodging bullets and regaling people in the bar afterwards with our exploits! Romantic and charming definately, but not the way of the future. I learned a long time ago, if you know a few good basics you can go a long way.........Here's a few secrets..........please don't tell anyone!!



1. Marketers are at heart- Customer advocates (like nurses are for patients). They put the Customer in the centre of all they do and use tools, logic, guile and wit to reach them and give them reasons to buy.


2. Most Businesses what fail or struggle fundamentally don't understand Customers or how to interact with them. Without that what hope have you of selling to any of them??

3. S.T.P...........Those of us grey haired enough to remember will think this had something to do with the prevention of teenage pregnancies but it 's at the heart of any Marketing activity.

S= Segment your Customers (or decide who to focus on/chase/go after)-Not all Customers are equally important to you (or you to them!!)-Avoid pestering the wrong people!

T= Target those Customers or groups (Gen Y iPod users etc) you want to Communicate with. Get to understand them as a group. What are their behaviours, means of buying. Who influences them? Do they shop online? Buy through word of mouth (W.O.M.) etc

P= Positioning I recall from my own CIM studies this is 'creating a space in the Customer's mind'...A space for YOU. Today we call this 'messaging'. The role of Marketing is to give clear and consistent messages to Customers over and over again. This build Brand Trust, then Loyalty and this adds to Brand Equity.

Marketing's mantra is to 'get more for less'. This is about focus and precision as opposed to a mass approach. (Sniper Approach v Gatling Gun!) It will improve your Effectiveness and move you up the Value Chain

Wednesday 3 June 2009

Why the Best Sales People Remain The Best

Many people ask; 'What's the secret 'ingredient' of great sales people?' In the programmes I teach this is my own 'Power of 3'

1. Overwhelming Drive to Succeed. This is vital. As Paul Arden the late Advertising guru famously said: "Energy's 75% of the Job. If you haven't got it...be nice!" They back themselves and refuse to be beaten by anything. (This is entirely trainable)

2. They set Goals. Only 3% of people have written down their goals and the steps to achieving them. We completely control this one but mostly don't believe in our own goals. The best really do and take time to review them seriously. They keep their Drive topped up by using Goals to achieve the success they want. (Trainable- A Choice)

3. They excel at Managing Relationships with a wide range of people. They Communicate brilliantly, they Listen naively and they ask brilliant Questions. This is how they solve problems. That's what Cients want and how Selling's done. No wonder they're busy...........! You can't achieve your Goals if you can't get on with a range of people (Trainable as well)

Selling's easy, we make it difficult. My own reframe is simple: "There is nothing but need in the Business world, therefore the limiting factor is my ability to match client need to to my skills".
If you expect to be busy you will be...keep believing and keep learning that way you stay both fresh and current. You have to pay a price to be good at anything, but it's worth it when you do!

Is what you're doing working.........? If not why you still doing it?!
Tell me what is and isn't working, perhaps we can help each other.

Monday 1 June 2009

Forget about what you've Got- Decide what you WANT

Too much today is made of the doom and gloom. The best people pay no attention to things they cannot impact. There are enough victims out there doing that. The smart money's always on shifting the focus from what you have (that you don't want) to what you want (INSTEAD)......so here comes the obvious question:- What do you want...?
The mistake most people make is running off looking for the Answer (or the hills!)........Try staying with the Question and see what happens....mmmmm. You can answer your own questions you know! Try it out and see what happens.

This is so simple, it's untrue. Nelson Mandela's famous acceptance speech highlighted to us so correctly that our greatest fear is not the darkness but the light. When you hear of people being 'afraid of success' this is what that means.
Personally I spent way too long doing that. I simply 'awoke' one day and realised I wanted better, more and by backing my own dreams my life would improve. It has, it's not perfect, but it's miles better than it was. Why? I now drive my own bus, carry my own weather and decide on the journey's direction. You also get to choose the passengers! What a small price for such a huge payoff!! Anyone can do that. we now call that being 'self-directed, empowered' I call it being free.........free to be and be free.....

Talk to me, what do you want to be(come)...??