Ready to Engage Your New Customer?

The buzz in marketing circles today is engagement. How do you effectively hook potential customers into a committed relationship? The investment a business makes in the engagement process should be directly tied to revenues. If you expertly and skillfully engage, sales will increase.

Competent engagement helps a business target, influence, nurture and convert prospects to customers.  The more expeditious a business is in engaging with prospects, the bigger impact to the bottom-line.  How are you engaging your potential new customers?

The easiest way to initiate engagement is to view customer and wedding engagements as the same.  The difference between the two are in the details of tactics.  How you move from targeting into proposal are nearly identical in overall strategy.

Engagement begins by determining how to get someone to respond to your offer.  First, identify the target based on the qualifications of a “good match”.  Who is a suitable candidate for engagement?  What are the qualities you are seeking, both in demographics and social behaviors? Then you need to determine what makes you attractive to others.  Packaging and presentation of your “stand out” qualities are critical in the initial step of the engagement process.  Know where to direct your message and selling to the most qualified targets.

Second, you start the courting process, where all long-term valuable relationships begin. This step is more difficult to measure and needs careful preparation. You can spend a tremendous amount of resources influencing others and never get to the proposal. Laws of attraction and suitability apply.  Who you target, what you say and why they are a good candidate must already be known to successfully influence the “right” prospect.

Using engagement tactics like research, focus groups, asking for referrals can speed progress directly influencing better qualified prospects when cultivating relationships. Put out a few “asks”.  Look for agreement.  Identify the buying signals.  Know what makes this prospect want to engage further in the relationship.  Define what is in it for them. It might take some sampling and analysis to reach a successful outcome.

Third, define acceptable terms of the relationship.  Nurture your relationship to fully understand the “how and why” you need to partner.  Build upon the strengths of your bond through mutual consent. Constant communication, validation and envisioning the success of your relationship solidifies the “why”.  This is the beginning of a potentially long-term committed relationship, one that must be mutually beneficial.   Are you both in agreement? Create timelines and set expectations to help control spending, time and resources while nurturing your relationship.

Fourth, make the BIG proposal.  It is time to go all in and ask for the close.  Whether it be a hand in marriage or to partner in business, the only way to get to a “yes” is to make the proposal.  If you have taken time to go through an engagement process, building consensus along the way, you will have eliminated most of the risk in making the proposal.  Converting a prospect to a buyer requires you to “pop” the question.  It is time to seal the deal.

The opportunity to engage is there, are you ready to start the process?  Only if you are able to commit to an engagement, will you be ready to “tie the knot” with a new customer.

[W]hen you realize you want to spend the rest of your life with somebody, you want the rest of your life to start as soon as possible.  ~Nora Ephron, When Harry Met Sally

By Jamie Glass, CMO & President of Artful Thinkers and Managing Director of Sales & Marketing Practice at CKS Advisors.

Capitalize on the Dog Days of Summer

There is a constant drum beat in business circles that summers are difficult for getting anything done. There are a variety of excuses that justify this belief, including, “everyone is on vacation“, “people don’t work when kids are out of school“, “buyers are not engaged“, and of course “decision makers are unreachable“.

The hard reality is these excuses are self-fulling prophecies.  We are more wired, more connected, more engaged today.  Business is not done during the hottest months of the year because we assume we will get a no before we ask for the yes.

The facts prove people are working all summer.  Monthly average work week data shows that we work the same amount in the summer as we do all year round.  Decision makers average 49 hours per week.  We are more productive than ever.  So, why are you not capitalizing on the hottest months of the year?

The Dog Days of Summer are the best time of the year to build up prospects, qualify leads, refresh your marketing strategies and compete for mind share.  While everyone else falls into the excuse trap, you have an opportunity to make noise and get noticed.

Laying back until September to heat it up your marketing and selling efforts only pushes you into the most distracting time of the year.  Right after Labor Day, decision makers are budgeting for 2013 and events are abundant.  Daily sales calls peak and we are all flooded with competitors emails and advertisements trying to capture top of mind awareness.  Simply, your odds are much better to get noticed during the summer months.

Here are some suggestions on how to capitalize on the final dog days of summer:

1.  Reach out to current customers.  Estimates are that it is 7x less expensive to get business from a current customer than a new customer.  Update your current customers on your latest business activities and see if they are ready to buy more.

2.  Prospect for opportunities.  Run reports from your contact database to see who has not been reached in the past six months.  Put them on your priority contact list and create a campaign to heat up some buying interest.  Activity creates action.

3.  Build sales plans for key accounts.  Spend time to craft detailed sales plans for your top prospects.  Identify decision makers, buying cycles, budgets and key influencers at your top target companies.  Read up on their latest news and research their business to identify critical needs.  Use your sales plan to carefully craft the value proposition for doing business with you and then set the appointment to make the pitch.

4.  Promote, promote, promote.  As others hold back until after Labor Day, you have the opportunity to use public relations and social media campaigns to gain attention.  Take advantage of the slower news cycles and go for the headline.  Do whatever you can to get the attention of those seeking your products and services.

5.  Summer close out sales. There is a very strategic reason why Christmas in July sales dominate the dog days of summers.  Retail outlets and online storefronts are looking to clear out inventories.  The other reason is June, July and August sales are the time people will typically start shopping for school and holidays.  Consumers expect a deal.

6.  Refresh your sales and marketing strategies.  Review your strategic plans. What has worked, what is not working and what market opportunities exist for the business in the next 18 months. Tactics follow strategy.  If you are only doing the work and not evaluating the impact on your strategy, you could be heading in the wrong direction.

7.  Pivot now.  Review your key performance indicators and adjust if you are are going to miss your mark.  Making a change now can benefit you in the last quarter of the year.  Don’t wait, start executing your changes and new strategies to achieve your business goals this year.

It is time to heat it up!  You have fewer people competing for attention and business right now.  Take advantage of it.  People receive fewer emails, fewer calls, so use this as an opportunity to make a direct connection today and set the wheels in motion to capitalize this year.

Jamie Glass, Outsourced CMO and President of Artful Thinkers, a strategic sales and marketing consulting company and Sales & Marketing Services Managing Director at CKS Advisors. 

Competing is Winning the Gold

There will be a total of 302 gold medals awarded at The Games of the XXX Olympiad.  There are more than 10,500 athletes competing from 200 nations and territories.  Every four years we create an engaged global audience that together watches, cheers and celebrates the world’s best compete for gold.  Humans love competition.

The definition of compete is to strive consciously or unconsciously for an objective as in position, profit, or a prize (Merriam-Webster).  When we join forces to compete, we become one.  Competitors seeking a prize.  Competing to win.  That makes us all winners.

We look beyond borders and differences and we unify to revel in athleticism.  We encourage those competing to push harder, overcome challenges and fight to cross the finish line first.  We celebrate individuals, teams, countries and the world.

Some say showing up is success.  It takes more than showing up. It takes competition to engage us.  Why?  Competition motivates, inspires and rewards.  It drives us.  It excites us.  It makes our heart beat accelerate.  It is an experience.  Flags wave faster, people stand taller, crowds cheer louder and we watch more intensely when the competition heats up. Good competitions get everyone involved in celebrating success.  Showing up is just doing a job.  Competing is striving to win!  We want to be with the winners.

Do you create a competitive culture in your business?  Does everyone on your team compete to win?  Whether we are awarded gold medals, business awards, new contracts, customers or simply a thank you, the best motivator to drive us is competition.  To win in business, you need to compete.  When you compete internally and externally, you will be rewarded.

There are many ways to compete in business.  You can easily set up internal competitions to meet deadlines, achieve sales numbers, launch products faster, reach new levels of customer satisfaction, increase profits, grow your customer base, or decrease errors.  There are great financial gains awaiting through external competitions.  Winning new business contracts, opening new markets, reaching higher industry standards, increasing shareholder value, gaining on the competition for market share, all will reward your business and will help drive your team to strive for more.

The worst statement made to an investor is “We have no competition.”  Beyond the absurdity and audacity, is the fear that if you have no competition, you won’t be motivated to win.  Investors love to put money in businesses that are competing in a race to the finish line.  In the eyes of an investor, the finish line may be an exit with a 5 or 6 multiple return on investment.  What is your finish line?  You always have competition, inside and outside of your business.  You always compete.  We invest in those competing to win.

If 200 nations understand the value of competing to win the gold, what is stopping you from doing this in your business?  Competing is winning.  Cultures that compete, win.  Create a culture that embraces winning.  Teams win when they know the goals and they have leaders that encourage them to complete.  They will compete when they are rewarding for winning.

The Olympic spirit is not a myth.  It is a reality. It inspires us.  It is a feeling that touches us deep in our gut and makes us feel emotional about trying hard to achieve something far beyond the reach of most of us.  This same spirit has the power to unite millions from around the world to participate by simply watching others go for gold.  When they win, we win.  Every gold, silver and bronze medal for Team USA, feels like all Americans win!  Every country feels the same about their exceptional team of athletes.  That would make us all winners.  Worldwide winners!

Most people want to be a part of a culture that celebrates winning and achievement.  When is the last time your brought your team together to motivate them to compete. Provided an opportunity to win. When did you last recognize others and reward individuals, teams and the entire business for winning?  Now is the perfect time for you to inject more competition into your business, into your culture.  You can blame it on the Olympic spirit!

We won!

By Jamie Glass, CMO and President of Artful Thinkers and Managing Director, Sales & Marketing Practice at CKS Advisors.