In the early days of management training I was placed on a team with business students. Across the table was another team and we were there to take part in a business experiment. Each team was like a small business, facing the most common challenge we would one day encounter in the real world: the competition. The rules set down were fairly simple. Each group had exactly three minutes to build the tallest structure from a "Tinker Toys" game. Each "company" was allowed five minutes to study all the pieces in private. Our job was to come up with an action plan, and the goal was to be the team to build the tallest structure which remained standing after three minutes. There were only two grades given for the test, Either an A or an F. Either you passed or failed, very simple.
My team was getting nowhere during our planning session so I took action. It felt like no one else wanted to be responsible for a loss. To prevent confusion I kept the plan straightforward and assigned each person their own colored pieces and the order they should build in. I had the team repeat back the plan to be sure we were all on the same page.
At the word "go" both teams got to work. I was amazed at how smooth things began for my team and how quickly we progressed. The other group however, was clamorous and seemed to lack control. Their strategy was for each person to build in a frenzy, as fast as possible without order. Before long our structure was sturdy and over 3 feet tall. But to our dismay we noticed the other team had actually built much taller than ours. With only a minute left to go I was starting to get the "evil eye" from my team mates. I knew I needed to keep everyone focused. "Stick to our plan...just stick to the plan!" I demanded. And we did.
Many years have passed since taking this simple test. There were many valuable lessons I took from the experiment. As we watched the other team's "taller" structure fall over at the buzzer, I was proud to see ours standing tall and firm. My team was awarded the victory. The benefit of proper strategy and teamwork became abundantly clear to everyone on my team that day.
Today we are in a recession. Many business managers are being pushed to their limits and in desperate times may make the mistake of moving hastily without order to find solutions. In the current environment it is crucial that small business owners stay focused and follow time honored principles that apply to strategy in order to succeed. "Sales optimization" or reaching the highest possible sales goals can only happen with a solid formula. You will need a good team with a dedicated leader. As a leader you will need to guide the entire team through difficult challenges and keep everyone motivated and on course. Ultimately with sales and marketing, your team must do a great job of reaching your customers and proving you are better than your competition. The benefits you offer must be very clear.
First impressions are imperative. Customers will still buy, but they will purchase differently now. They will do a lot more research than normal and scrutinize the competition more cautiously. Low prices will be a bigger factor now but value will be the key to winning more business. No matter how strong you have built your business structure you now need to create an aggressive marketing plan that makes sense for your company to show what value you offer. Now is the time to go over your entire marketing plan and consider these seven steps to achieve sales optimization during the recession:
Step 1.) Take action
The one thing that will separate you from your competition during a recession will be your decision to take action with a marketing plan while everyone else sits quietly. You must take charge now, or face failure during the recession.
Step 2.) Give great, reliable service
Make sure your whole team understands this clearly. Look at your offering and make sure it exceeds the expectations of the customer. Don't forget: the core to an effective marketing plan is first the quality of service or product you offer. No marketing plan in the world can make up for poor service.
Step 3.) Project a winning image
From a marketing viewpoint how does your business "look" to your customers? Does your website look mediocre? Is your branding inconsistent? Does your company image seem outdated? You must consider all visual elements and see your product or service through the eyes of the customer. Perception is everything and important to constantly analyze. It is imperative you make the best first impression to every possible customer: you need them all.
Step 4.) Get out there and sell
Let everyone know how good you are. Get testimonials from happy customers to back it up. Show customers through your actions you are great, and remember as business author Brian Tracy puts it, selling is simply a "transfer of enthusiasm." Create a solid reliable presence with your prospects and your current customer base and keep it there. You only really lose a sale when you stop trying. Now is the time to truly stand out in the crowd.
Step 5.) Use the internet
Web presence, SEO, blogs, social media, e-newsletters, networking. If these are not part of your strategy for the recession you are out of step. If you need help understanding how it all works then find help NOW. Many expert marketing consultants can help you get up to speed with navigating all of the marketing tools available on the internet. I guarantee you, with all of the down time purchasing agents have during a slowing economy they will be all over the internet looking for the best options. They will not deal with a business that looks behind the curve on the web.
Step 6.) Incorporate PR into your marketing mix.
PR today applies to both traditional news media and the internet as a marketing tool. Think like an editor and create news that is interesting and meaningful to your audience. Using media relations to complete your marketing plan is a very smart way to go, especially if you had to reduce your advertising budget due to the current economics.
Step 7.) Don't panic
Stay the course and follow your recession strategy. Don't look backwards. Keep focused and stay busy. You can never do too much to do to increase web presence because content is the key to SEO. You must now increase your marketing efforts despite the challenging financial climate that we are all in. If you need help seek a seasoned professional. At the very least a marketing consultant will offer free basic evaluation of your current strengths and weaknesses.
Once you have a clear professional game plan you will feel empowered to do what you must do now: TAKE ACTION.
Copyright © 2008-2009. Michael Gallion & Vicky Gallion. All rights reserved. Michael and Vicky Gallion are owners of The Gallion Company in Redondo Beach, CA and offer sales optimization through marketing and public relations strategy. They also focus on developing marketing recession strategy for small businesses. For more information about The Gallion Company, visit their website at http://www.thegallioncompany.com
Don't let the sun go down on you
Monday, December 8, 2008
Wednesday, November 26, 2008
Winning the PR game: No Lucky Breaks
As professionals in the public relations field we are often asked the same question by entrepreneurs seeking media attention: “Why is it that I see well placed articles spotlighting my competition yet I can’t seem to get anyone interested in MY business story?” There are some business owners that actually believe some people are luckier than others when it comes to getting well-timed publicity in a targeted publication. In our years of working with journalists we can clarify one thing for sure:
Luck is not part of a winning PR formula.
Those that succeed at story placements have learned the proper way to court reporters. They also agree to play by the rules of the press. Think about it from a reporter’s viewpoint. All publications whether local or national, receive hundreds if not thousands of faxed and electronic press releases daily. Aside from the reality there are not enough proficient staff to read through the prodigious flood of information, most of it is self-serving advertising and not newsworthy. Here are four critical rules of winning PR strategy you should follow:
Rule #1 – Don’t try to sell a reporter on your product or service.
Pitch them a unique story instead. They know a sales job when they hear it. It’s a big turn-off. We all loathe someone trying to sell us something we don’t need. Now multiply that times 100. That’s what a reporter feels like every day in their office.
Rule #2 – Have a PR practitioner help you find and write your story.
Over 90% of all press releases submitted have poor grammar, spelling errors and a complete absence of proper writing skills. This causes a disconnect between the journalist and sender. Your credibility is shot immediately. Any “luck” of getting a story just went in the trash along with your press release. What is often missing from the homegrown press release is a compelling storytelling style. Remember, the reporter is a buffer between you and the audience. If your audience cannot understand and follow what is written, they will certainly not buy what you are selling. Your goal should be to tell your story better than anyone else. This does not require luck, it simply requires common sense. A good PR practitioner can save time and energy and often will write a press release and help with distribution. In the end this is always money well spent.
Once you make it past the first two rules and have a proper press release ready, you need to consider what the reporter will do for further information. Almost always reporters will look at your website before calling you for a story. Again, think like a reporter. The faster and easier you can make their work, the better.
Rule #3 –Have a solid marketing plan in place before a PR plan.
Your website and marketing materials better be in top-notch shape. Your company logo and image must be branded effectively and consistent. Trying to get press coverage before your marketing plan is in place is like putting the cart before the horse. So many overzealous business owners make this mistake. A reporter on his own can deduct quickly if you are not ready for PR. Their reputation depends on the readership interests and approval. The information on your website must be in complete harmony with your press release and all the marketing elements in alignment.
Rule #4 –Develop the relationship with reporters.
You must accept the need to communicate with journalists properly on their terms, not yours. Take a local reporter to coffee. Exchange cards at your next networking event. Journalists are interesting people and love to hear about new exciting things. If they like what they hear, you now have an “in” with that reporter. They will remember you and will be more open to looking at your release. They are the ones that will get it in print for you, not luck.
You now have some added clarity to the process of effective media relations, which is an important and vital aspect of winning PR strategy. Good PR practitioners are already well versed in these rules and are far ahead of the average business owner when it comes to media relations. They will have good relationships with reporters established and have credibility when it comes to pitching your PR story.
Effective PR like many business elements comes down to this:
“Good planning and preparation brings its own luck.”
Copyright © 2008-2009. Michael Gallion & Vicky Gallion. All rights reserved. Michael and Vicky Gallion are owners of The Gallion Company in Redondo Beach, CA and offer sales optimization through marketing and public relations strategy. They also focus on developing marketing recession strategy for small businesses. For more information about The Gallion Company, visit their website at http://www.thegallioncompany.com
Luck is not part of a winning PR formula.
Those that succeed at story placements have learned the proper way to court reporters. They also agree to play by the rules of the press. Think about it from a reporter’s viewpoint. All publications whether local or national, receive hundreds if not thousands of faxed and electronic press releases daily. Aside from the reality there are not enough proficient staff to read through the prodigious flood of information, most of it is self-serving advertising and not newsworthy. Here are four critical rules of winning PR strategy you should follow:
Rule #1 – Don’t try to sell a reporter on your product or service.
Pitch them a unique story instead. They know a sales job when they hear it. It’s a big turn-off. We all loathe someone trying to sell us something we don’t need. Now multiply that times 100. That’s what a reporter feels like every day in their office.
Rule #2 – Have a PR practitioner help you find and write your story.
Over 90% of all press releases submitted have poor grammar, spelling errors and a complete absence of proper writing skills. This causes a disconnect between the journalist and sender. Your credibility is shot immediately. Any “luck” of getting a story just went in the trash along with your press release. What is often missing from the homegrown press release is a compelling storytelling style. Remember, the reporter is a buffer between you and the audience. If your audience cannot understand and follow what is written, they will certainly not buy what you are selling. Your goal should be to tell your story better than anyone else. This does not require luck, it simply requires common sense. A good PR practitioner can save time and energy and often will write a press release and help with distribution. In the end this is always money well spent.
Once you make it past the first two rules and have a proper press release ready, you need to consider what the reporter will do for further information. Almost always reporters will look at your website before calling you for a story. Again, think like a reporter. The faster and easier you can make their work, the better.
Rule #3 –Have a solid marketing plan in place before a PR plan.
Your website and marketing materials better be in top-notch shape. Your company logo and image must be branded effectively and consistent. Trying to get press coverage before your marketing plan is in place is like putting the cart before the horse. So many overzealous business owners make this mistake. A reporter on his own can deduct quickly if you are not ready for PR. Their reputation depends on the readership interests and approval. The information on your website must be in complete harmony with your press release and all the marketing elements in alignment.
Rule #4 –Develop the relationship with reporters.
You must accept the need to communicate with journalists properly on their terms, not yours. Take a local reporter to coffee. Exchange cards at your next networking event. Journalists are interesting people and love to hear about new exciting things. If they like what they hear, you now have an “in” with that reporter. They will remember you and will be more open to looking at your release. They are the ones that will get it in print for you, not luck.
You now have some added clarity to the process of effective media relations, which is an important and vital aspect of winning PR strategy. Good PR practitioners are already well versed in these rules and are far ahead of the average business owner when it comes to media relations. They will have good relationships with reporters established and have credibility when it comes to pitching your PR story.
Effective PR like many business elements comes down to this:
“Good planning and preparation brings its own luck.”
Copyright © 2008-2009. Michael Gallion & Vicky Gallion. All rights reserved. Michael and Vicky Gallion are owners of The Gallion Company in Redondo Beach, CA and offer sales optimization through marketing and public relations strategy. They also focus on developing marketing recession strategy for small businesses. For more information about The Gallion Company, visit their website at http://www.thegallioncompany.com
Tuesday, November 25, 2008
The Best Sales Tip EVER.
Ask any small business owner in any kind of business what is the toughest job to do and the hardest position to fill?
The most common answer is: SALES. Why else would salespeople rank among the highest earners in their organizations? Because it is the hardest job to succeed at, that's why. I know because I have been doing it for quite a while now and have had measurable success as well. In addition to requiring an abundance of energy and many "special" personality traits that make you the right candidate, a truly successful sales person will have only one quality that stands far above the rest.
Notice that I have not made this article into a series of "Top 5" list or "10 common mistakes" list for a very specific reason. I am not going to fill it full of other catch phrases to surround it with either to make me sound important. My advice is about ONE simple truth that will tie all successful sales leaders together, and coincidentally, one of my favorite words in the English language: ENTHUSIASM.
Of the dozens of great books I have ever read on the subject of sales and selling, none has left a greater impact on my sales career and income than "The Psychology of Selling" by Brian Tracy. There are many great authors on the subject of selling but in this book, Tracy has documented the most accurate definition ever to describe what a sale really is and it is this:
"A sale is nothing more than a transfer of enthusiasm." This is by far the best description of what selling is all about from my actual experience of the long hard hours I have committed to selling.
In any business you have to be good if not the best at what ever it is you do if you really want to succeed. The core to any marketing or sales plan is first, have great quality of the product or service you are offering. If the quality is not there then how can you truly and honestly expect to generate enthusiasm for what you offer? And where is a salesperson to get the enthusiasm from to transfer in the first place? Because in the end, you must transfer enthusiasm to the customer in order for them to buy.
Sure you can try the old school approach and get a "slick" sales professional to "put things in their best light". But I have news for you. It won't work anymore. This is the day and age of direct sources on the world wide web and good information is readily available. Sales success is now, and always has been, about honesty and transferring genuine enthusiasm about what is sold. When a sales rep knows he has the best product or service he will become unstoppable with enthusiasm. You can't fake enthusiasm because customers can see right through you. If you are honest and full of pure enthusiasm, they see it in you and they buy.
This brings us to the conclusion of the lesson and the heart of the matter. Enthusiasm, as defined on my dashboard dictionary is "Intense and eager enjoyment, interest, or approval." Sounds about right to me. But what brings it all home for me is the history behind this great word. The word enthusiasm comes from the Greek and although you may not know it, there are spiritual elements to the history behind the word. Inside the word enthusiasm is the Greek "Theos" meaning "God". Hence, the study of God is called "Theology". Entheos, the direct translation for enthusiasm means "God within."
So there you have it. Be honest and improve your product or service to the point it becomes very good, if not the best. If it is good for others you will have "God within" you. Transfer the enthusiasm you have created to your customers and they will buy. Then you will attract sales people into the mix also because they will also have enthusiasm to transfer to their clients. Your sales will improve dramatically. And everyone will win.
Copyright © 2008-2009. Michael Gallion. All rights reserved. Michael is co- owner of The Gallion Company in Redondo Beach, CA and offers sales optimization through marketing and public relations strategy. They also focus on developing marketing recession strategy for small businesses. For more information about The Gallion Company, visit their website at http://www.thegallioncompany.com
The most common answer is: SALES. Why else would salespeople rank among the highest earners in their organizations? Because it is the hardest job to succeed at, that's why. I know because I have been doing it for quite a while now and have had measurable success as well. In addition to requiring an abundance of energy and many "special" personality traits that make you the right candidate, a truly successful sales person will have only one quality that stands far above the rest.
Notice that I have not made this article into a series of "Top 5" list or "10 common mistakes" list for a very specific reason. I am not going to fill it full of other catch phrases to surround it with either to make me sound important. My advice is about ONE simple truth that will tie all successful sales leaders together, and coincidentally, one of my favorite words in the English language: ENTHUSIASM.
Of the dozens of great books I have ever read on the subject of sales and selling, none has left a greater impact on my sales career and income than "The Psychology of Selling" by Brian Tracy. There are many great authors on the subject of selling but in this book, Tracy has documented the most accurate definition ever to describe what a sale really is and it is this:
"A sale is nothing more than a transfer of enthusiasm." This is by far the best description of what selling is all about from my actual experience of the long hard hours I have committed to selling.
In any business you have to be good if not the best at what ever it is you do if you really want to succeed. The core to any marketing or sales plan is first, have great quality of the product or service you are offering. If the quality is not there then how can you truly and honestly expect to generate enthusiasm for what you offer? And where is a salesperson to get the enthusiasm from to transfer in the first place? Because in the end, you must transfer enthusiasm to the customer in order for them to buy.
Sure you can try the old school approach and get a "slick" sales professional to "put things in their best light". But I have news for you. It won't work anymore. This is the day and age of direct sources on the world wide web and good information is readily available. Sales success is now, and always has been, about honesty and transferring genuine enthusiasm about what is sold. When a sales rep knows he has the best product or service he will become unstoppable with enthusiasm. You can't fake enthusiasm because customers can see right through you. If you are honest and full of pure enthusiasm, they see it in you and they buy.
This brings us to the conclusion of the lesson and the heart of the matter. Enthusiasm, as defined on my dashboard dictionary is "Intense and eager enjoyment, interest, or approval." Sounds about right to me. But what brings it all home for me is the history behind this great word. The word enthusiasm comes from the Greek and although you may not know it, there are spiritual elements to the history behind the word. Inside the word enthusiasm is the Greek "Theos" meaning "God". Hence, the study of God is called "Theology". Entheos, the direct translation for enthusiasm means "God within."
So there you have it. Be honest and improve your product or service to the point it becomes very good, if not the best. If it is good for others you will have "God within" you. Transfer the enthusiasm you have created to your customers and they will buy. Then you will attract sales people into the mix also because they will also have enthusiasm to transfer to their clients. Your sales will improve dramatically. And everyone will win.
Copyright © 2008-2009. Michael Gallion. All rights reserved. Michael is co- owner of The Gallion Company in Redondo Beach, CA and offers sales optimization through marketing and public relations strategy. They also focus on developing marketing recession strategy for small businesses. For more information about The Gallion Company, visit their website at http://www.thegallioncompany.com
Friday, November 14, 2008
Small Businesses: Get your recession flu shot.
Small Businesses: Get your recession flu shot.
By Michael Gallion
The stark reality should be clear: the U.S. economy is in a recession. Most economic experts are saying the current diminution of the economy will last for most, if not all of 2009. To make matters worse, the overall economic downturn seems to have taken the form of a contagious financial flu strain, a very resistant variety spreading to all areas of business. There are many business owners that eschew the notion, choosing a rather simple “hope I can just ride this thing out” strategy. Indeed, hope is not a strategy.
If you agree with the flu analogy then you will want to know how to get your business flu shot now so you can be in position for the challenges ahead.
Action item #1: You must be 100% honest about the current health condition of your business. Are you prepared for a prolonged drop in sales? Do you know how to align your resources to maintain profits at these lower levels? The more pragmatic you are about this, the better equipped you will be should you need to cut labor costs and downsize to stay in good financial heath.
Action item #2: Focus on the positives and figure out ways to be stronger or even grow. This is a better outlook to go in with and although it may not sound rational to plan for growth during a recession it can happen if you are savvy. A truth of recession that you should consider: “Those who fail to plan are planning to fail.” So what do you do if you don’t have a professional plan?
Action item #3: Get a flu shot. Simply put, you need to create a recession marketing plan. It has been said, “No other aspect of running a small business is as predictive of their success as the level of resources they dedicate to marketing.” Most business that go under next year will likely have one thing in common: A poor marketing plan leading to diminishing sales while stronger competitors gain market share. A proper and effective marketing strategy is the flu shot that will bolster the immune system and protect you from all the unnecessary pain and hardship of a severe economic strain.
The sad thing is most small business owners do not realize how affordable it is to get very good marketing advice and apply it. They also seem to underestimate how expensive it is to the long term to have poor marketing strategy. Entrepreneurs are very goal minded individuals. They need to carry the business vision through and achieve their goals for the company. But rarely does the master mind that initiated the business conception possess the complex attention to detail or extra time required to carefully develop a good marketing plan. If you are unsure about the health of your marketing plan…
Action Item#4: Hire a marketing consultant and do it now. A marketing consultant can offer you one thing you just can’t get from within the organization and that is an unbiased professional opinion. A marketing consultant should be able to meet with you, evaluate your current plan and give a specific outline of any weak links in your overall marketing game plan.
Action Item#5:You must eradicate anything that is not contributing to a cohesive identity for your business. You must have consistent branding and also you must consider additional revenue streams. A professional consultant can help with these marketing aspects and generate fresh ideas to use for new marketing tools. A professional consultant will inspire you to move to action and fix these weak links to solidify your marketing strategy. A great marketing consultant will also be there for you during the recession and in essence become a guardian of perception. From web content written from a marketing perspective to positioning, market research to branding, a good consultant will be well worth the investment right now, even when things are tight.
So if you feel a flu coming on remember, you can only get a preventative shot BEFORE the symptoms appear. Find a consultant and get a marketing check up today. Make sure your marketing immune system is healthy in advance. I am pretty sure you’re going to need it.
Copyright © 2008-2009. Michael Gallion & Vicky Gallion. All rights reserved. Michael and Vicky Gallion are owners of The Gallion Company in Redondo Beach, CA and offer business optimization through marketing and public relations strategy. They also focus on developing marketing recession strategy for small businesses. For more information about The Gallion Company, visit their website at http://www.thegallioncompany.com
By Michael Gallion
The stark reality should be clear: the U.S. economy is in a recession. Most economic experts are saying the current diminution of the economy will last for most, if not all of 2009. To make matters worse, the overall economic downturn seems to have taken the form of a contagious financial flu strain, a very resistant variety spreading to all areas of business. There are many business owners that eschew the notion, choosing a rather simple “hope I can just ride this thing out” strategy. Indeed, hope is not a strategy.
If you agree with the flu analogy then you will want to know how to get your business flu shot now so you can be in position for the challenges ahead.
Action item #1: You must be 100% honest about the current health condition of your business. Are you prepared for a prolonged drop in sales? Do you know how to align your resources to maintain profits at these lower levels? The more pragmatic you are about this, the better equipped you will be should you need to cut labor costs and downsize to stay in good financial heath.
Action item #2: Focus on the positives and figure out ways to be stronger or even grow. This is a better outlook to go in with and although it may not sound rational to plan for growth during a recession it can happen if you are savvy. A truth of recession that you should consider: “Those who fail to plan are planning to fail.” So what do you do if you don’t have a professional plan?
Action item #3: Get a flu shot. Simply put, you need to create a recession marketing plan. It has been said, “No other aspect of running a small business is as predictive of their success as the level of resources they dedicate to marketing.” Most business that go under next year will likely have one thing in common: A poor marketing plan leading to diminishing sales while stronger competitors gain market share. A proper and effective marketing strategy is the flu shot that will bolster the immune system and protect you from all the unnecessary pain and hardship of a severe economic strain.
The sad thing is most small business owners do not realize how affordable it is to get very good marketing advice and apply it. They also seem to underestimate how expensive it is to the long term to have poor marketing strategy. Entrepreneurs are very goal minded individuals. They need to carry the business vision through and achieve their goals for the company. But rarely does the master mind that initiated the business conception possess the complex attention to detail or extra time required to carefully develop a good marketing plan. If you are unsure about the health of your marketing plan…
Action Item#4: Hire a marketing consultant and do it now. A marketing consultant can offer you one thing you just can’t get from within the organization and that is an unbiased professional opinion. A marketing consultant should be able to meet with you, evaluate your current plan and give a specific outline of any weak links in your overall marketing game plan.
Action Item#5:You must eradicate anything that is not contributing to a cohesive identity for your business. You must have consistent branding and also you must consider additional revenue streams. A professional consultant can help with these marketing aspects and generate fresh ideas to use for new marketing tools. A professional consultant will inspire you to move to action and fix these weak links to solidify your marketing strategy. A great marketing consultant will also be there for you during the recession and in essence become a guardian of perception. From web content written from a marketing perspective to positioning, market research to branding, a good consultant will be well worth the investment right now, even when things are tight.
So if you feel a flu coming on remember, you can only get a preventative shot BEFORE the symptoms appear. Find a consultant and get a marketing check up today. Make sure your marketing immune system is healthy in advance. I am pretty sure you’re going to need it.
Copyright © 2008-2009. Michael Gallion & Vicky Gallion. All rights reserved. Michael and Vicky Gallion are owners of The Gallion Company in Redondo Beach, CA and offer business optimization through marketing and public relations strategy. They also focus on developing marketing recession strategy for small businesses. For more information about The Gallion Company, visit their website at http://www.thegallioncompany.com
Subscribe to:
Posts (Atom)
Posts
