July 21, 2009
Is Your Company a Creativity Killer?
Over drinks one night a friend who I admire for his business smarts griped about how many of his improvement ideas died in the suggestion box. “Yeah, when anything new comes up around here, the corporate immune system kicks in pretty fast to kill it,” he confided. I saw some of his ideas and a lot of them could have saved his employer considerably more money than they were paying him. It made me wonder about the economic impact of all the ideas that get lost just because they’re new or unfamiliar or “not invented here.”
Granted, no team can function without discipline and ground rules. Things would collapse in chaos if everyone spent their work day aimlessly reinventing everything. The bad news is that over time, this kind of regimentation squashes the creativity companies need to grow and stay competitive. The good news is that it’s possible make room for creativity in a set of balanced business practices. If you want a fun and thought-provoking read on this subject, check out Orbiting the Giant Hairball by Gordon MacKenzie.
How can you get more creativity out of your staff? People need to know that their input is valued and rewarded. How many of these killer phrases do you hear on a daily basis? “We tried that once and…” Or, “The problem is…” Or, “The reason that won’t work…” These little devils and their legion of cranky relatives are guaranteed to shut down the flow of profitable ideas into your business. The trick is learning to keep the internal editor from kicking in too early in the creative process. Try setting aside a time and place where it’s okay to capture spontaneous, half-baked thoughts without judging them. Let everyone’s minds wander on the possibilities first. The “editor” can sort and evaluate them later in a separate setting.
Yes, some ideas might sound wacky at first, but if you make a habit of allowing them to surface, they’ll inevitably reveal the seeds of a major new competitive edge. Remember how it felt to be picked for a school team or get accolades for that science project? Imagine what could happen at work if your whole staff felt that way. Making “what if” an official and protected part of your company culture can pay big dividends in productivity and profitability.
May 8, 2009
April 15, 2009
Trying to gain publicity for your biz? Before you start, read these myths.
Many people have assumptions about how to properly gain publicity for their business, but a lot of these assumptions can be misleading or mistaken! Here are 5 of the top myths set straight to help you and your business succeed in the world of publicity.
Myth #1: The more people you send a press release to, the better your chance of having your story picked up.
Narrow it down! You need to think about specific demographics that you are targeting, and then tailor your release to those specific people/places. According to Australian Anthill Magazine, “Simply sending a general release to all and sundry doesn’t always work.” A customized, more focused press release that speaks directly to your target audience is more likely to get the reporter’s attention and encourage them to write about your topic.
Myth #2: Drafting a press release is your first step to gaining publicity.
It’s all about seeking publicity proactively and in various ways. Although press releases are still tried and true methods for gaining publicity, it’s better to start with “figuring out what your objectives are for your business, organization, or yourself if you’re working on a project or endeavor, as well as the goals for the media coverage and/or web presence,” according to PRandPublicity.com. Once you’ve crafted a publicity plan, decide what type of method you will use to distribute your message. For example, would it be better to post your message on a social network? Or maybe a quick email to a reporter about the topic is the first step you take before writing a press release. Think about your goals and different options and draft a plan.
Myth #3: Sales will always increase as a result of great publicity.
Great publicity will create awareness and can even make the phone ring, but it will ultimately be up to you and your staff to turn those calls of interest into sales and, finally, recurring clients.
Myth #4: Well crafted stories are guaranteed to be published.
Yes, it helps to have a good story, and this will increase your likelihood of being published, but there are certain things—breaking news, loss of staff, and other anomalies—that can contribute to the story being lost or forgotten. Also, there may be a multitude of other “great stories,” and not all of them will always be published.
Myth #5: If you do not have contacts, particularly reporter contacts, then you will not be successful.
Success is all about networking and making the most of relationships that already exist. Evan Carmichael puts it beautifully as he writes that, as in most things, “the quality of your approach and what you have to say is more important than how many people you include in your mailout.”
Essentially, get yourself in there and become a part of your publicity work! Make the most of your circumstances, put effort into your projects, stay focused and pin-point exactly what you want, and you can be successful.
March 2, 2009
5 Ways to Drive Sales Through a Recession
When the economic climate began to look like it was here to stay, for a while at least, we restructured our organization to include a sales department that focused strictly on bringing in new business. We knew our sales efforts were going to be the force that kept Marketing with a Flair up and running in these difficult times. We adopted a strict marketing and sales plan, and as it turns out our sales team has brought in several new clients, and our office is full of activity! So, how is this possible in an economy that rivals some of the toughest economic times in US history? It’s not easy, but taking a closer look at your sales process is the first step. Here are just a few ways you can drive sales through this recession:
1. Start in the most obvious place: President and founder of Engage Selling Solutions Colleen Francis suggests focusing on existing relationships when looking for potential business. “Start by looking at your current customer sales database. You might be surprised by who you know! All too often, this step is skipped by companies who are hungry for new business,” says Francis. So, pull out the old business cards, start calling and emailing contacts that you haven’t done business with or talked to in a while. Your networks are the first place to start when seeking to boost sales.
2. Stick to the tried and true: Make cold calls, network and follow up. Listen closely to what your potential customers’ needs are. Make sure you are aware that you are really selling yourself – not the product or service. Sell results and solutions and never sell on price. There’s a reason these methods have been around for ages. They work. Globally recognized business coach, mentor, author and consultant - Jonathan Farrington has written a great article on The Twelve Golden Principles Of Selling that outlines this idea.
3. Don’t stop marketing efforts: In his article about how brands thrived during the Great Depression, Partner in Altus Alliance Dave Chase explains how important branding and, furthermore, marketing is during a recession. Popular companies like Procter & Gamble, Chevrolet and Camel cigarettes not only survived during The Depression, but flourished. Their refusal to cut back on marketing efforts is one of the reasons they were able to prosper.
4. Offer assistance rather than a product: Potential customers may not have the budget for what you are selling, so instead offer them advice or help by asking, “What can I do for you right now?” By being a resource to them now, you will create a memorable impression that they will remember when looking for your product or service in the future.
5. Fulfill a need: Every day, I hear that people aren’t buying anything right now. Well, that just can’t be true. Renowned speaker, trainer, consultant, and entrepreneur – Tim Wackel writes that sales reps should stop blaming the economy. “Companies still have to buy goods and services no matter what the economy is doing. They may buy different, they may buy less, but they still have to buy,” writes Wackel.