Posts Tagged ‘sales and marketing’

The Real Reason for Failed Mission Statements

Yesterday I heard another sales and marketing expert misspeak about mission statements.  His webinar probably drew thousands and hence now thousand more salespeople, SMB owners and entrepreneurs potentially will fail in their quest to increase sales and grow their businesses.

What this expert did as many other so called experts have done is confuse mission with vision. 

For example, “I want to be the best (fill in the blank)” is a vision.  It is the future desire of the individual.

A mission statement is simply the execution of the vision and potentially includes the measurement of HOW the vision will be achieved within a specific time frame of WHEN. In other words, the mission is a broad goal statement.

Probably the best way example of a mission is the old television series “Mission Impossible.” Mr. Phelps was given a mission usually to take down a bad guy and how much time he had to complete the mission. His mission was never to “be the best.”

One of the best ways to determine if your mission statement is producing results is to ask your people or yourself the following question:

What did you do today to achieve the mission? 

A vision statement of “be the best” is so broad that most firms will have people running in different directions.  Responses will be vague and again wide ranging. And failed execution is the end result.

Now take the following example and ask the same question.

“Within the next 12 months, XYZ firm will double its efforts to increase customer loyalty and retain 100% of all new customers by providing timely and quality solutions.”

The responses will be far more succinct and direct because people know what needs to be done as well as the time frame to get it done. Execution will improve and now there is a simpler way to discover the gaps for failed execution.

A 3 to 5 year Vision Statement may have 3 to even 10 Mission Statements depending upon the marketplace, the industry, the economy, etc. Remember, your mission statement is a measurable step toward achieving your overall vision.

If you are having trouble achieving increase sales or business growth, schedule a free strategy session with Leanne by CLICKING HERE to discuss your strategic planning.

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In Sales and Marketing Feelings Count More than Logic

Sales and marketing research can be interesting and provide some insight as what not to do. The CMO Council and Dow Jones surveyed over 2,000 consumers from North America and the United Kingdom which revealed the importance of feelings in sales and marketing messages.

Of course, the word feelings does not appear in the research yet when discussing reactions to what bothers consumers most respective to brand advertising feelings are behind all of these responses such as:

  • False, misleading or phony advertising
  • Stupid or irritating TV commercials/videos
  • Store personnel who don’t know the product

If something is false or phony, is our first reaction one of intellectual reasoning or a “gut” feeling?

When something is stupid or irritating, is our first reaction again one of logic or a negative feeling?

If we encounter store personnel who don’t know the product, is our intellect in charge or our feelings?

Words such as irritating, annoying or obnoxious reflect feelings and not to our logic or intellect. People buy first on feelings. Then they justify their buying decision with logic.

For example, I am looking for a small storage cabinet for our dining area.  I want something different that provoked some aesthetic feeling.

My first goal was to find an antique dry sink, but to no avail.  Then I went to my local small business favorite furniture store and saw a doable solution with my budget. The owner of the store showed me a more expensive cabinet that was even more different. My first emoti9onal reaction was it was 20% higher.

I came home and did my Internet research (logic).  The price was fair on either cabinet given both pieces at the furniture store were 100% solid wood while other pieces on the Internet were wood products (glue and wood, particle board). So I will be going back in the next few weeks and buying that very unique and more expensive cabinet.

The challenge in sales and marketing is not to create negative feelings, but rather awareness and then positive ones. This is why most people dislike sales pitches because they only reinforce past negative feelings.

Your Sales Coaching Tip: If you wish to increase sales, consider how to bring more positive feelings into your sales and marketing actions.  Watch for  emotional reactions. Avoid those words or tactics that awaken negative feelings.

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Is Your Linkedin Introduction Message a Turn Off or Turn On?

Yesterday I received this LinkedIn introduction message:

linkedin-introduction-messageHi there,

We are in the same group together and I wanted to link to you.

Please join me on LinkedIn. This link will take you to an invitation: (removed to protect the sender)

When you get to the internal LinkedIn landing page, click the radio button “Other” and paste in my email (removed to protect the sender)

I will accept it immediately.

Talk with you soon.

Regards,

The LinkedIn introduction message came with the “ghost picture,” but at least had a headline of Sales & Product Marketing Executive.

Turn Off!

When I visited this person’s LinkedIn summary, he did have 500 plus connections. Yet for me his summary was the same old, look at me, soap box and truly did not create any emotional connection to offset the negative emotional reaction I had already received from his non-personal invitation. Sales Coaching Tip: Your LinkedIn summary is not a regurgitation of your resume or CV.

Turn Off!

If you are in sales and marketing, the first rule is to use the other person’s name.  This is basic 101 sales.

Turn Off!

People are crazy busy.  Instructing a potential contact to go to two different websites instead of sending them an invitation is, in my humble opinion, just plain disrespectful. Also I had the thought way all this run-a-round? What gives?

Turn Off!

Since people buy from people they know and trust, having a picture helps to establish trust especially if the person is outside of the invitee’s geographic location. I have connected to people without a picture only if I have personally met them. Also, my LinkedIn connections are my Rolodex and I do not readily share those names with strangers or ghosts.

Turn On!

With everyone being super busy, the more specific you can be such as in this LinkedIn introduction message about sharing a group, helps the recipient to understand the source of the original interest.

Turn On!

If you are writing a LinkedIn introduction message to expand your LinkedIn network, please avoid the “Turn Off” rookie mistakes this sales and product marketing executive made.

Remember your message is your first opportunity to “Turn On” a potential sales lead, center of influence or strategic partner. So choose your words wisely.

If you are on LinkedIn and wish to connect with Leanne Hoagland-Smith, here is her public LinkedIn profile.

 

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Egos and Sales and Marketing Oh My

After reading hundreds of blog about how to increase sales to what are the the best marketing strategies, I realized ego is quite prevalent in sales and marketing.

sales-and-markting

This realization reminded of the scene from The Wizard of Oz Movie when Dorothy (Judy Garland) is walking through the evil forest with the Cowardly Lion, the Tin Man and the Straw Man. They begin to whisper “Lions and Tigers and Bears, Oh My.” This whispering becomes louder and louder as they hurry through this very scary forest.

Imagine you are Dorothy, the sales person who is attempting to walk through the scary forest or marketplace.  Those Tigers are your competitors and the Bears are some potential customers. Now the Lion is the your ego or the egos of   your competitors, your customers or even some sales coach, sales consultant or sales trainer.

During the end of the year, there does appear to be an increase of those lion egos.  Some sales people are desperate and attempt to outshout their competitors to even bully their ideal customers.

Having a good ego is necessary especially for those engaged in selling as a good ego is truly reflective of self esteem. However an overly strong ego that steps on the emotions of others may not secure those end of the year or quarter sales goals.

As you work towards reaching those end of the year sales goals, it may make sense to remember in sales and marketing to refrain from allowing your ego to control your behaviors. Who knows such restraint may just increase sales?

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People buy results or rather people buy the feelings the results deliver.

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