Made2Order

“Feed me.”

One of the best meals I’ve ever had was in D.C. at a tapas restaurant. It was late in the evening and the kitchen was about to close. My friends and I simply requested the staff “bring us what you want”. The chef whipped up an amazing array of small plates with all kinds of tastes, textures, and flavors. We tried them all and were blown away. It was so good. And the meal was a memory.

Let the creative people create.

Creative Solutions4You

At our shop we often discuss how good advertising “interrupts.” Successful advertising stops people in their tracks and causes a change in their behavior or action. All too frequently, many clients want to be sure the creator lists the products, shows the address(es), talks about how long they’ve been in business, or about how much quality they offer.

While these elements are important, no longer can the creative person do what they do best. They are caged in by client-imposed rules and expectations.

Last year, when I decided to market my advertising agency in the business section of our local newspaper, I turned it over to my team and let them do what they do. It was a good exercise for me and the process created leading-edge advertising that accomplished just what we wanted it to.

‍

‍

Whether your reaction is "TRUMP!" or "TRUMP!?!" or "...trump..."we gotchya, and proved our point.

It’s the same process respectable creative teams usually follow for all clients.

Each piece is created based on the audience, the need, and the target. A custom solution is crafted with a specific goal being the primary driver. That’s the best way to use creative license to get the most effective results.

Every once in a while, let your design team bring you what they want. You may just find it’s exactly what you need.

Priced2Sell???

We all like a good deal. Who doesn’t like to save some money?

B2C Enterprises invests over a million dollars in media most years, while at the same time, interacting with salespeople from at least seven states. That’s a lot of business transactions and a lot of sales appointments.

Sometimes there’s an odd sales quirk within the communication I find to be very interesting, yet somewhat disconcerting.

For some strange reason, on many occasions a salesperson begins reducing their original price, before we even start any discussions. Don’t get me wrong, I’m happy to save money, on behalf of my clients and my company, but when it happens before I even ask for a better price - that’s a red flag.

‍

Oddly, they don't seem to appreciate it when I pull out the flag and throw it across the office.

Food4Thought

The negotiation process hasn’t even started and the prices are being lowered. Why?

Believe me, I’m a big supporter of fair pricing – whether I am buying or selling. Odds are you’re often in a place where you are also buying or selling something. Most of us don’t want to pay more than necessary. However, if you’re the one setting the price, it’s important to determine what is fair, right, and reasonable, all the while discerning what will keep you competitive.

A company that immediately (or even before being asked) drops their price sends a message of being out of step. To begin with, they’re either priced too high, in a desperate selling situation, or they are simply afraid of losing the sale. As a buyer it’s up to you to determine which it is. As a seller it’s a valuable reminder to take a good look inward.

Before leaving this subject – there’s an important distinction. It’s okay to offer sales, discounts, or deals --- that’s not what I’m talking about. It’s the base price, the going rate, the usual fare where you establish your value. If you set that correctly – it remains a constant.

Place value in knowing your value. That’s the really good deal.

Outside Advice2Guide You

Proximity breeds repeat patterns.

It seems the closer we get to something, the more we accept it and just move into a routine. Some routines can be good; they can produce fruit that helps us grow and develop. Others trap us into a false sense of comfort. How do you know the difference?

‍

‍

Question Everything

There’s a reason many give the advice to step back and take a fresh look.

We get close to a goal and our perspective gets a little – off. Pulling back and getting a different look from someone could be very beneficial. Using a trusted outside source, who will ask some harder questions, can be even better.

A Plan4Development

Many of our clients bring us in to help them evaluate a situation or identify a potential problem. A lot of the time, we work directly with the owner or administrator of the business. Sometimes, the relationship is with the marketing manager or director. In either case, direct and honest feedback about a conundrum is one of the most valuable services we can offer.

During the early part of my career, I wasn’t always a fan of the outside consultant. Now that I am one I’ve seen the light (duh). Outside advice and a fresh look can do a few significant things:

1. Confirm that your perspective is on target and help you frame the reasons
2. Save you from making significant mistakes while in a rush or wrestling internal issues
3. Provide an “outside” recommendation that may be easier for management to accept
4. Lead you to further or additional action

A few months ago, I wrote about how rushed we tend to be and how most places of employment have fewer people to share the load. It is not a sign of weakness to reach outside of your department. Quite the opposite, actually, it’s a sign of the times and puts you in a position of strength.

Storytelling2Convince

When I was a young salesperson I realized people didn’t want to be told how great my product was, nor did they want to be convinced of something based on raw numbers or statistics. This line of sales is rarely successful.

What works is storytelling.

‍

‍

And then the little girl tried out the half page advertisement and it was just right!

Not made up stories or fables mind you, but real life examples of how a product or service is making a difference for someone else. This kind of example can be quite convincing and can quickly establish credibility.

It’s a powerful approach.

Borrow4A While

So now you know you need some stories, but you may not have any personal ones to share. It’s okay.

Use someone else’s informative and entertaining story until you create your own to share. I did this when I was younger and I also did it seven years ago when I started my advertising agency. If you’re doing something you’ve never done before, it can be hard to have a story to tell right out of the gate. This is a perfect opportunity to lean on the experiences of others until you find ones to fit your client selling situation. Before too long you will have plenty of your very own stories to share.

Perhaps you’re not in a selling situation – have no fear. This approach works when you’re training employees, altering a culture, or building a relationship. It’s funny, most of us are in the sales profession – whether we will admit it or not.

Either way – many people are much more likely to learn by a relatable tale, word picture, or story than they are a fact.

And that's a fact.

Choose2Care

The insincere salesperson.

They’ve ruined the process for many. Certainly they’ve made a lot of work for those who genuinely do put their prospects' best interests first. Typically when a salesperson walks through the door, the potential client leans to the position of distrust. It may be unfortunate, but it’s generally the case.

What I’ve noticed through the years of training sales people, selling, and now being sold to, is it’s pretty easy to spot the ones who care. You can quickly differentiate the sellers who are looking out for you versus the ones who are in it for themselves.

It’s a decision each salesperson must make each day. A choice.

Really Do It4Success

About the only thing worse than a salesperson that doesn’t care, is one who is pretending to care.

It’s obvious to everyone around – except maybe that person themselves.

‍

‍

Keep smiling if you want, we see right through you.

If you think you can fake it, you’re better off going the vendor route and just providing a product when asked. Genuinely caring means taking an interest in the prospect or client, paying attention to the things that really matter to them, listening to their work (and sometimes personal) pain, and providing a real and proactive solution. It starts with caring. Sincerely caring.

It’s one time where you’re never smart to fake it until you make it.

Stretch2Grow Your Place

You get in and settle into your job and before you know it, the realization hits there are lots of other things that need to get done. If these tasks are ignored, a pattern can quickly develop where you concentrate solely on your assigned task and begin to ignore the ones that also need attention. A set of boundaries purposefully or incidentally begins to be built.

‍

‍

You may not see it, but you can feel it.

As an outside consultant for dozens of companies I see this a lot.

People get too set in their routines – or should I say – aren’t willing to get a little uncomfortable in taking on the challenge of new tasks without being asked. Now, I’m not saying you should just go on and tackle all kinds of things without anyone asking you. I am submitting to you, for your consideration, the idea that you can be assertive in even the most conflicted work environment. The is especially true if you have a track record of getting things done and have a plan for the needed accomplishment.

Big Steps4You

Writers usually take time to build their credibility. If you’ve read my entries before you know I generally do the same. This time, I’d tell you to be sure you get good advice before going forward too far – and not just from me. This month’s Seed springs from an observation.

The work force has changed in the last decade. Most managers and competent leaders are acknowledging there are less people on their teams (and much more work to be done). Rather than protecting territory, managers are begging for someone to step forward and take on more. Could that person be you?

Perhaps you’re asking, “Why would I want to tackle more?”

Well the answers are pretty simple really --- you become a better (and more valuable) employee, you learn more skills, and maybe most importantly, you may find there is something you like doing even more than what you’re currently working on.

That’s a concept that we’ve tried on for years now at B2C Enterprises. And for this marketing and advertising agency – it’s been a pretty darn good fit.