Stand and Deliver

March 22, 2019 //
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The role of marketing is to generate demand for a product or service, and positively influence the chances of a sale or a satisfactory exchange. The role of production or operations is to have it ready so that when a sale happens you can deliver.

Stand and deliver, as the highwaymen and a certain 80’s pop band used to say.

This is not as easy as it sounds. It’s helpful to know your sales cycle, the length of time between when you start creating the demand and the customer wants to buy. Sometimes the sales cycle is miniscule, like in ecommerce, so you need to be ready to deliver on the upsurge in demand. Otherwise, goodwill wanes proportionally to the amount of time you have to wait after you’ve placed your order.

Last year I ordered a rather nice brand-name top from a website I’ve used for a couple of years. They used to send me a daily email with their offers. They complete on value and totally wing the service and delivery side. I ordered the top the 3rd week of February and it arrived the second week of May. I don’t know why it took so long; the possible reasons are many. Once I got the top I unsubscribed and they get no more business from me.

In the business to business world, it’s also helpful to know how long it will take you to build your product or service, and also how long it will take for your people to be able to deliver and support the product or service. If you’re lucky, you can do some of these two things in parallel and save a bit of go to market time.

 

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Categories Communication, Customers, Marketing, Planning, Sales

Use Chain vs Food Chain

March 20, 2019 //
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Chains are an interesting way of explaining business or biological processes that connect players in a particular ecosystem.

The supply chain and value chain are handy ways to explain what happens either side of the manufacturing and creative process. The food chain is not so much a chain as a loop from contributors to consumers who in turn become contributors to start the cycle again.

The use chain – I don’t know if that exists as a term, but if it doesn’t I’m coining it now – is an interesting one. At some point somebody acquires something, uses it and passes it onto someone else to use, or else re-uses it themselves – re-consumes it if you like. The product or service doesn’t change materially between one user and the next, or one use and the next. There is no additional value or additional commercial benefit built in to the second or more use. Re-using something is the enemy of commerce, but friend to the consumer and the environment. In a responsible and societally aware culture, if we can’t re-use something then we can recycle it, or reduce it to minimise the impact of its having ceased to be useful or consumable to us.

If we could figure out a way of enabling a win-win for the use chain, the planet might have half a chance.

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Categories Customers, Planning, Strategy

Partnerships

March 18, 2019 //
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Partnerships, relationships, company. All of a sudden it’s not about what you want, or what your company wants. It’s not even about your end customer. It’s about the person that holds the key to the end customer.

With partners you’ve got somebody else’s priorities to think about it. This is why people that consult on partnerships emphasise the importance of lock-step, being aligned with your partners and making sure their goals are your goals.

You work really hard to get a partner on board, an agent, a distributor, a reseller perhaps, and then the hard work really starts. That’s when you figure out how important to them you really are. If they’re calling you, they’re getting pull from their customers, what you have is easy for them to sell, and profitable too. If they’re not calling you, their priorities are not yours and they’re not going to bat for you. Simple as that.

It’s a bit like the domino theory I proposed in blog post number 1. You’re facing your partner, looking for their attention, but they’re facing their customer, looking for their attention. An entire supply chain can be like that, a line of dominos focused on their customer and ignoring their supplier.

Bottom line? Well, 3 bottom lines, I think. Your product has to be relatively easy for someone not in your company to sell, which you can help with, of course. Second, it has to have sufficient margin for it to be worth it to your partner, who will always seek the path of least resistance toward hitting their own target. Third, the end customer has got to want it, to pull it through the supply chain. How you achieve that pull? Well, that’s all down to you, your marketing, your budget, your staying power and your inventiveness.

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Categories Customers, Marketing, Sales, Strategy

Books Are Changing

March 15, 2019 //
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A former boss and mentor of mine recently referred me to an article on self-publishing. It was written by someone who had been published before, using the traditional publishing routes and methods, and now was publishing his own books. The full post is here. It’s a fascinating read, especially so if you are thinking off putting stuff out there.

This post, however, is not so much an advert for self-publishing as it is a comment or two on how technology has changed how we write, and how we consume what’s been written.

Books are changing. They’re not books any more, much of the time at least. Sometimes they’re ebooks, existing on screen but not existing physically. Sometimes they’re printed on demand, one at a time, Sometimes they’re very short, like a pamphlet. Sometimes they’re simply a blog post, like this one.

Publishing something used to be this mammoth, self-contained, one-off project that ending up with something spitting out off the presses. Now we can publish something very short, very quickly, even charge for it too, and get almost instant feedback on what readers thought of it. Web 2.0 baby, what a wonderful thing.

This same technology has also changed the way we read, our reading behaviours. We have an unending wealth of information and diversion at our fingertips. We now skim read, and have a shorter attention span, so unless what we’re reading is a compelling page turner – digitally or physically – shorter is better.

So maybe this is a misleading post title. Maybe books have already changed.

 

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Categories Communication, Customers, Marketing, Sales, Strategy, Technology

When I Write and When You Read

March 13, 2019 //
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Consider these 4 statements:

  1. As I write this I’m on the top of a mountain
  2. As you read this I’m on the beach
  3. As you read this I don’t know where I’ll be
  4. As you read this you could be anywhere

I once read a book by Stephen King on how to write a book. He put forward the idea that writers are in the business of thought transference. He described a specific situation very clearly and argued that he had achieved thought transference since the reader had a clear picture what he was thinking about and describing. He put it better than I have, which perhaps illustrates our different places in the writing world.

I know where I am when I write a blog post, and if I like I can describe it to you. When the blog post is published, and you read it, I might be somewhere completely different. And then, in the future, when you chance upon the post, I will be somewhere else again. I might even be pushing up the daisies, who knows.

Of course, you’d be entitled to ask ‘why are you telling me this,’ and ‘who cares?’ and you’d be right in both cases. The thought transference has to be worth it for you.

What’s not important is where I am when you read what I’ve written, unless it engages you. What’s almost always important is where you are when you read what I’ve written and whether or not you’re into it. That’s your unique perspective – on everything.

 

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Categories Communication, Customers, Marketing, Planning

Requirements Analysis vs Needs Analysis

March 11, 2019 //
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It’s often said that the most important part of the sales process is requirements analysis. You’ll hear companies refer to it as needs analysis as well. The terms seem to be interchangeable, yet they mask a crucial difference.

If you don’t know what your prospective customer’s requirements are, it’s hard for you to establish how good the fit is between what you sell and what they want. Do you have what they’re looking for?

Needs analysis, on the other hand, focuses on what they need, which may differ significantly from what they want. Do you tell them what they want to hear and sell them what they want to buy? Or do you dig deeper and present a compelling case for what they might need – and which, of course, you have – which might be unpalatable to them and cost you the deal.

That said, there are plenty of sales methodologies which teach advanced ways of moving a customer’s objectives to a new set of objectives, a place where the selling organisation has a strong advantage over the competition. The ethical question is whether the new problem, and the associated new solution, are genuinely bigger and more urgent than the one the customer started with.

Selling to requirements is an easier path, whereas selling to needs can lead to a better result.

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Categories Communication, Customers, Marketing, Sales

UKExit

March 8, 2019 //
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I don’t know what all this Brexit fuss is about…I’m kidding! It’s hard to imagine a topic that’s more pressing and more invasive for people, businesses and countries right now.

So it’s about time I jumped on the bandwagon. It’s not Brexit, or it shouldn’t be at any rate. Britain, or Great Britain to use its full moniker, is comprised of England, Scotland and Wales, in descending order of population.

Unfortunately, however, Britain isn’t scheduled to leave the EU on 29th March 2019. The United Kingdom of Great Britain and Northern Ireland is leaving. Northern Ireland is heading away too. That’s an extra country and about 1.8m more people. I wonder how the people of Northern Ireland feel about the term. Their opinion may well boil down to their upbringing.

So it’s not Brexit, it’s UKExit, technically. Should we say U-K-Exit, or Ukexit? Not as snappy and rollable-off-the-tongue, but more accurate nonetheless. Perhaps we could shorten it to NUKE – Non-UK Europe?

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Categories Communication, General, Strategy

Voices and Faces

March 6, 2019 //
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When you’re getting introductions to people over social media platforms like LinkedIn, it always helps to see a picture of the person. It helps you put a personality to the person.

When it’s the other way round – in other words when you speak to someone over the phone before you actually meet them, and you don’t know what they look like – you have to speculate on what the owner of that voice will look like.

Voices and faces are strange bedfellows in my experience. I often imagine what someone looks like and acts like from their voice, as it helps me make the connection in my head. I almost always get it completely wrong.

When you meet them, the face never seems to fit the voice you’ve listened to. Or, put another way, the face we put to the voice is not the face that belong with that voice.

Try doing it with a radio DJ, whose picture you’re not familiar with, obviously. If you don’t know what they look like, and ten people take a guess, I’m sure the guesses will vary wildly. Is that guess based on our own unique experiences? Probably.

It always reminds me how much can be wrong with the assumptions we make about people.

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Categories Communication, General

The D-Word

March 4, 2019 //
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When I was a kid, one of the most important motivations with parents was not to disappoint. It the wasn’t fear of reprisal if you got into trouble, did something wrong or underperformed. It was something much worse. They would be ‘disappointed’. Letting them down, letting yourself down; it was the crushing weight of potential disappointment that made me toe the line or do my best.

The D-Word was a very powerful motivation and a force for good in my upbringing. I didn’t want people I respected to be disappointed. In me, or for me.

Disappointment is still a motivating force now. I went to see my physio about a month ago for my troublesome calf that I thought I’d fixed with my change in running style, but no. She gave me a series of core-strengthening exercises to do 3 times a week before I saw her again four weeks later. They were very hard work, bordering on the murderous at times. I exaggerate, but not too much. I didn’t want to go to the gym and do them, but I did, mainly because I knew she’d be disappointed if I’d not kept my side of the bargain and put the effort in.

When there’s a level of respect on both sides, the potential disappointment that one party will feel when the other party hasn’t made the effort is a strong incentive for the first party to do the work.

The D-Word is a word not used lightly, and carries much weight.

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Categories Communication, Customers, Marketing, Sales

Drive Thru

March 1, 2019 //
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When I lived in the US I loved the drive thru. One of the benefits of living in a country which is relatively new and whose growth exploded at the same time as the growth of the motor car, is that places are geared to arrival and departure with the combustion engine. The US can be a very convenient way to do drive thru business.

Drive thru fast food, banking, liquor stores, car washes, and even drive thru mail boxes which are a fantastic thing; there are so many ways to get what you need done on the move.

Drive thrus never caught on as much in the UK and Ireland, probably because of the infrastructural thing I alluded to. Fast food stores like McDonalds abound in Ireland, but that’s about the only sector that has embraced it. I can think of one cash machine drive thru in south Dublin, that’s it.

Did I mention how convenient a drive-thru mailbox is? The alternatives for someone in a car faced with an inner city or inner town post box is to park and walk and post and walk and drive off, or else block the traffic and send a passenger or yourself to the post box for a few seconds which are agonisingly long for both you the driver and the vehicles behind you.

Of course, we’re being discouraged to drive less, walk or ride for a short trip, and generally take better care of ourselves and the planet, which I’m totally on board – rather than bored – with. Often, though, we bundle our errands and things to do into a single time-saving, efficient trip on the way to somewhere in the car, and for that the drive thru is invaluable.

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Categories Customers, General
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