My prime prospect is showing me their child pose. That’s code speak for “I’m not paying
attention now, so don’t bother me.” The
silence is deafening. What are my
1. Get busy with some loud broadcasting activity? You
know, blast them with all the channels including the phone, email, texting and social
media. Sure, I can wake them up and
force them to engage with me!
over them and watch to see if their current position shifts in the slightest. At that point I could quickly swoop in and
hijack their attention before they nod off again.
The process, or more
fitting, the mindset I recommend to individuals who want to start a business
should actually be implemented long before they hang out their shingle. Before starting a consulting firm or business
that depends on your personal reputation it’s to your advantage to make sure
your personal brand is already known, carries influence, and inspires trust. That means building and nurturing your
personal brand and network must be top-of-mind from the very beginning of your
career, even while you are still working for someone else.
Whenever a new president takes office talk turns to the vaunted
first 100 days. The phrase has been
around since FDR and is now used by the media to measure the successes and
accomplishments of a president during their initial leadership transition. It’s interesting to note that this benchmark
has rarely correlated with the subsequent success or failure of a president’s
time in office. After all, every president
goes through ups and downs as they face the challenges that are unique to their
particular time in history.
“I’d like to connect and collaborate for mutual benefit.” Like
many of you, I’m often approached with that line on many social platforms. In truth, when that phrase is used within a
LinkedIn connection request from someone I don’t know it makes me cringe
because past experience has proven that they really mean one of two things:
I’d like you to accept my connection request so
I can immediately pitch you on the solution I’m peddling because I’m sure you
are a qualified persona.
Ha-ha, made you look! When my kids
were little they would sometimes taunt me with that phrase. It was intended as a playful insult because
they tricked me into looking at something that didn’t really exist. With my marketing teams, that phrase is not
said in jest. Its code for marketing content
and messaging that forms a favorable impression; it catches our target audiences’
attention and piques their interest.
Marketers want attention. They
want their audience to engage with their social profiles.
It happens all the time by email, telephone, and through social media, the
just wanted to follow up”sales prospecting approach.
Large company or small, no decision-maker wants to have their time
wasted. So, they’re probably not going
to visit your website to first “learn more about” your product. In addition, executives generally don’t open
their calendars for total strangers to talk to them about something they are
ill-informed about, or couldn’t care less about. In short, you are pushing a button that turns
them off, so it’s no wonder they are not returning your call or replying to
your digital contact.
“We’re looking for a lighter version of you.” In a business recruiting situation, they
probably don’t mean that you’re overweight.
Odds are they’re telling you that they think you’re “overqualified.” And overqualified is usually code speak for
1. You are too old.
2. You are too expensive.
3. The hiring manager would be uncomfortable
with your credentials. Perhaps even
4. They don’t have the forward thinking vision
to consider expanding the position, or to anticipate their future talent needs.
“On the Beach.” In the consulting world that expression means you
are not involved in activity that is billable.
In other words, you are not directly creating revenue for your company. And that is always a dangerous place to be if
you want to stay employed. An early
mentor of mine told me to “never get removed from the real revenue stream.” For several years I lived by that advice
through a career in sales, but I knew there were also important positions
within an organization that by design, were not directly revenue producing.
People simply are not subject to the rigorous
laws of logic or measurable with the precision that data-driven marketers would
like. In fact, most purchase decisions
are made emotionally, and then justified, rather than the other way
around. That means it’s critical for
organizations to create customer relationships through emotional bonds. Here are eight ways your organization can help
create emotional bonds that build deep customer relationships:
1. Brand: You
need to start with a strong brand identity that your customers can identify
Several years ago I heard a story about a shoe repair
shop from one of their long-time customers.
It’s a small business tale about trust with a twist that might surprise
you. Like many businesses, this shoe
repair shop was built on a self-service model.
That model was necessary because the sole proprietor did his cobbling at
night; during the day he held down a full-time job as an employee of another
company. His customers left their shoes
for repair in a converted newspaper vending machine located on his front