Tag: Business Development

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Buying Local: How Multi-Unit CEOs Can Win at Marketing in Anytown, U.S.A.

There was a time, generations ago, when buyers didn’t venture too far from their home to satisfy their basic needs. Today, most consumers don’t think twice about using a few keystrokes to get the necessities shipped from some distant warehouse to their front door.

Despite this phase shift, “buying local” remains a relevant concept and even a source of pride for communities that rally around the brick-and-mortar businesses that still dot the landscape.

So, in the face of Amazonian-sized efforts to get consumers to do otherwise, how can you, as a multi-unit CEO, provide the necessary marketing support to your local units to keep the lifeblood flowing?

Local store marketing, or LSM, though not easy, isn’t really that hard. Once you commit to a strategy, the actual motions can be exceedingly easy. Nonetheless, LSM requires patience, commitment and resources; and execution can be time-consuming and tedious. And unlike online marketing, where data flows in both directions, many LSM efforts are still measured by feet (the human kind), and not 0s and 1s.

So, how do we define LSM, and what are some key considerations to foster success?

LSM – A Definition

First, let’s consider the following examples:
• A local restaurant drops off a catering menu to your office.
• You notice that a little league baseball team is sponsored by the local hardware store.
• You encounter three dry cleaners within a mile of where you live, each with a sign that promotes their price or extra benefits.

Of these, which would you consider to be LSM? If you answered “all,” you would be correct. Whether you know it as guerilla marketing, shoe-leather marketing, neighborhood marketing or even just plain old “local marketing,” all of these fit the definition of LSM – marketing and advertising for a small business location to augment other national or regional marketing, IF the small business is part of a larger brick-and-mortar chain.

Lather, Rinse and Repeat

To be effective, LSM has to be executed every week, all the time. Sponsoring a little league team once, or replying to online reviews twice per year, or buying an ad in the local shopper twice is what we at Chief Outsiders call “Random Acts of Marketing” – those sporadic and non-strategic one-offs that do little to move the needle.

To be truly successful, LSM needs to be a fixture of every local store’s marketing plan – in the words of Vince Lombardi, “it is not a sometime thing, it is an all the time thing.” The best way to make this happen is to commit resources to it as part of your overall marketing mix. Since it typically comprises but a small percentage of your chain’s overall marketing budget, it is built for endurance – not speed – so you need to be patient with the outcome.

Site Awareness is as Important as Brand Awareness

I’ll share a true story about an experience I had when I was at Firehouse Subs. The story takes place several years ago, when online reviews weren’t yet a big thing, and mobile didn’t have the pervasive influence that it does today.
It was at a time when Firehouse Subs had about 300-400 restaurants, and we determined that, without the air cover of regional or national advertising, we had to do something to jump-start sales and get franchisees engaged.
One way we did this was by conducting “Founder’s Tours.” The co-founders, COO and many of the rest of the HQ staff went on bi-weekly road trips, known as Founder’s Tours. On one trip, we pulled up to a restaurant in central Florida and clamored out of the bus. There were 12 of us on the bus that day and when we arrived at the restaurant at around 9:30 a.m., we were given a map of neighborhoods and businesses to visit and bags filled with catering menus, courtesy cards, cookies, and chips. Of course, one person had to remain behind to be the sign waver.

That’s right – the sign waver. That’s because the two primary LRM tactics we were modeling for the franchisee were:
1. Neighborhood canvassing to get to know your neighbors
2. Sign waving to draw attention to the location

Shows example of sign waving
Sign waving in the rain

While I waved a large sign with a Firehouse Subs logo on it, six teams of two people each went into the trade area and visited as many other local businesses as they could in about two hours. When everyone returned to the restaurant, we debriefed.

Here’s what we learned:
• Each team covered a distance of about ¾ – 1 mile from the restaurant
• Most businesses were happy to receive the “free” goodie bag
• About 75 percent had heard of Firehouse Subs (Brand awareness, yes!)
• Over half of those visited did not know of the specific location of this restaurant

I’ll let that last bullet point sink in for a moment. Over 50 percent of the people we talked to within a mile of the restaurant had no idea they were less than a mile from the restaurant. Had this been a new location, site awareness would have been expected to be low. Unfortunately, the business had been open and operating for more than 4 years at the time of the Founder’s Tour visit.

That’s when we realized that brand awareness is one thing, and site awareness is another. Having brand awareness without site awareness is worthless.
How can a small business let potential customers in their trade area know where it is located?

Be active in the community, get to know your neighbors — and be visible.

In other words, commit to local marketing for your locations, and be found.

About the Author

Doug Reifschneider is a dynamic marketing leader with 30+ years of experience in the restaurant industry and a demonstrated history of driving growth through the creation and delivery of unique, creative brand strategies enhancing customer affinity and market position.

Contact Doug at:   reif78@gmail.com

Thank you for visiting our blog.

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

 

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Part IV – It’s Not Who You Know, It’s Who Knows You! An Interview with Susan Knox of Corporate Connections

Susan Knox CEO Corporate Connections

Susan Knox of Corporate Connections is a tenth generation Georgian, with an exceptional reputation and network.   I am so pleased to have her on the ITB Partners Team as her business is unique and her personal story is compelling.  In fact, I thought you would find her story so interesting, I convinced her to sit for an interview.  This is the fourth and final installment of our discussion.

Jim:  “What do you recommend keeping one’s network alive and active?”

Susan:  “I say to make a list of people in your network. People you know from the PTA, your CPA, your Lawyer, someone in the church, your neighbor, or your kid’s baseball coach/parents. Literally, anywhere you have relationships, make a list of them.  Include people that you know who are either influencers or high-profile people who are actively networking.

 “One of the biggest deals I ever got was from a dentist.  I went to a new dentist and he asked me what I did.  I told him that I connected companies with capital.  His next patient told him that he had started a new company and that he was looking for money.  The dentist made the connection and I landed a great deal.  It’s because I visited him (dentist) and told him about my business. You would be amazed where new deals and new clients, or new employees can come from.” 

 Jim: “Absolutely.  As I tell folks, Executive Search is like pure marketing, as everyone I talk with is either a potential client, a potential candidate, or a referral source to a potential client or candidate.”

Susan: “That is so true! ” 

 Susan went on to say that it is important to “say yes to new networking opportunities.” She said that to build your reputation as an influencer you must be visible so people will include you in their events.  She mentioned that she attends seminars and summits, not so much for the value of the content, but to meet the people that attend those events.

Jim: “What is the next thing you see for Corporate Connections?”

Susan: “Okay!  Great Question.  

“At the moment I am overwhelmed with new clients, and I am so grateful for that.  But I think I need to start conducting professionalism workshops.  Because, as you said, people often don’t know what they don’t know.  A lot of them grew up behind a (computer) screen and they don’t know the social graces. They don’t know how to shake someone’s hand, to look them in the eye, or how to dress.  I tell people that you are the CEO of your life.  You are your brand, regardless of where you are.  So, you had better protect it (your brand).  You must know what you are doing. “  

Jim: “Yes, if you step it up, and wear a jacket you can stand out.”

Susan: “I remember a time when I represented a Wealth Management Firm.  The Managing Partner asked if I would talk to one of the younger guys, a real ‘up-and-comer.’  He was a runner and wore a sports watch.  The Managing Partner wanted him to wear a dress watch.  Another situation was with a female who wore (gaudy) colored nail polish.  I helped them learn the value of proper attire and etiquette.  I tell people, ‘when you walk into a room, you notice people who are very well-dressed and put together. They just stand out.’   People are attracted to successful-looking people.”

 “I say the more high-tech we go, the more ‘old school’ I get.  People really appreciate a handwritten note or a phone call.  I have started working very hard to have more personal connections.   But you know, Jim, I’ve always been about my clients and my members.  I have focused on helping my clients with their social media, but not for mine (social media).   I can use social media to showcase the value of my network.   Going forward I aim to be more visible on LinkedIn.” 

Jim: “Thank you so much, Susan!”

Susan: “Oh, thank you!  It was fun.”

Thank you for visiting our blog.

Jim Weber – Managing Partner, ITB Partners

Jim Weber – Managing Partner, ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

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Part III – It’s Not Who You Know, It’s Who Knows You! An Interview with Susan Knox of Corporate Connections

Susan Knox CEO Corporate Connections

Susan Knox of Corporate Connections is a tenth generation Georgian, with an exceptional reputation and network.   I am so pleased to have her on the ITB Partners Team as her business is unique and her personal story is compelling.  In fact, I thought you would find her story so interesting, I convinced her to sit for an interview.  This is the third installment of our discussion.

Jim: “What is your motivation?  What gets you out of bed every day?”

Susan: “Number one, I love having great people around me.  When I say great people, I mean people with integrity, who are smart, and ask ‘how can I help you first.’ They aren’t takers.  They check their egos at the door; men and women, who are genuinely good people.  I love having that as my nucleus and I thrive on meeting new people. The capital of my company is my relationships.  I think that relationship capital is under-valued currency.”

Jim: “So you wouldn’t call yourself an introvert.”

Susan: “No! I could not do what I do if I were an introvert.” 

Jim: “You said you have three brothers, older, younger?”

Susan: “All are older, I am the youngest.  I learned a lot from them. My dad treated me like a little princess. He also taught me to be fiercely competitive.  I could outrun them, swim across the lake underwater, and not come up (for air) because I was not going to disappoint them.”       

“I have a very competitive spirit.  I like to win.”

Jim: “How would you describe your clients, is there a common denominator?  Industry segments for example?”

Susan: “No, there isn’t. It’s really across the board.  I have three companies raising capital, a very big software development company, and a marketing company.  My clients also include a Law Firm, a Bank, and a CPA firm.  My Network and my clients are much the same.  I work with them on retainer until they feel they have gotten what they need and then flip them into the Network, my board.  My clients are a feeder system for my Network.   I want to make sure the members of my Network, work well together.  When I started my network membership, almost two years ago, I did not want to become industry-specific and have one member per category. It is not a leads group at all.  It’s totally about relationships and bringing people together that can be top of mind, where likes attract likes is the kind of group I wanted to build.”

Jim: “What was involved in creating Corporate Connections?”

Susan: “Well, I will never forget my first meeting. I invited people I knew well.  I called it “An evening of introductions.’ I am still using this title today. Nobody knew what to expect, because there was nothing like it at the time.  I was mixing people who should know each other.  I served wine and beer and went around introducing them.  One of my signatures is to have people introduce themselves (to the group). There is nothing better than knowing who is in the room with you so you can immediately pick out someone to meet. I learned early on to combine socializing with facilitated introductions, and then to follow up.”  

 “Through the years I’ve learned to give people the most for their time.  I learned to slow down, work the room, and let people know why they need to know each other.  I learned is to make a personal connection; mention that they both like to play golf, or they might be avid tennis players. Maybe their kids go to the same school or they are both Clemson Alumni.  I get to know my contacts so I can say something personal about them.  It takes some of the stiffness out of the room.”

 “I want to know about their passions. A lot of my contacts are willing to give back their time and their money.   Some want to be a mentor or to serve on a board.  So, for me to know your passion is important.”  

 “This morning I was with six hundred women who work with children that don’t normally have access to something like Westminster.  It is called Odyssey. These women all have a passion for giving underprivileged children a hand up.”

 Jim: “That would be an extension on what you are doing with a philanthropic angle?” 

Susan: “And, I tell everyone to figure out ‘what your passion is about and go volunteer.’  Get on a board, help with membership. Do whatever it is that you are passionate about.” 

 

TO BE CONTINUED…

Thank you for visiting our blog.

Jim Weber – Managing Partner, ITB Partners

Jim Weber – Managing Partner, ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

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Part II – It’s Not Who You Know, It’s Who Knows You! An Interview with Susan Knox of Corporate Connections

Susan Knox CEO Corporate Connections

Susan Knox of Corporate Connections and I have known each other for at least 15 years, maybe more. She is a tenth generation Georgian, born in Atlanta, with an exceptional reputation and network.  Although I have attended a few of her events over the years, we have operated at the periphery of each other’s networks.  For the past six months, we have connected much more frequently.  We found that our business models were complimentary.  After exploring the potential synergy, I became her client, and she became a member of ITB Partners.   That’s a topic for another post.  I am so pleased to have her on the ITB Partners Team as her business is unique and her personal story is most compelling.  In fact, I thought you would find her story so interesting, I convinced her to sit for an interview.  This is the second installment of our discussion.

Jim: “You said, ‘it’s in your ‘DNA,’ and that you’ve had experience hosting events.  How did you use that experience to create Corporate Connections?”

Susan: “Well honestly, it happened by default.   It’s great that it happened.  As a matter of fact, today I ran into Marvin Cosgrove who inspired me to start my business.  He was the president of the Buckhead Business Association from 1999-2000.”  

 “I was in the wholesale jewelry business for 15 years. I owned a company called The Regency Collection. I loved it!  But I saw that things were changing, as manufacturers were closing their factories in Rhode Island.  Many people don’t know that Rhode Island was the jewelry capital of the World.  But the factories in China and Taiwan started knocking off jewelry companies in the States.  I saw the handwriting on the wall.  I had an opportunity and sold my company in 1997.  

 “In 1999 I was asked to join the Buckhead Business Association Board of Directors.   One day I suggested that we hold a Buckhead Business Expo.   Marvin said ‘Okay, I trust you implicitly.’  So, I negotiated with Phipps Plaza to hold the event.  The objective was to promote the members’ businesses and to attract new members.   In 1999, there weren’t many places to go and ‘plug-in,’ as networking wasn’t what it is today. During the event, I was introducing people to one another. The members told me that I was better at introducing them then they were able to do for themselves.  Many said, ‘here is my business card, and here are my marketing materials.  We will pay you a retainer and a percentage of the deals you help us close.’  I had eight people (at the Expo) handing me checks in April of 1999, who wanted me to represent them.”  

“It was fascinating because Business Development was not a common term back then, it was either Sales or Marketing.   Coming from the Jewelry Business prepared me to do this (Corporate Connections).  In the jewelry business, we held marketing events. I loved the events side, selling jewelry to housewives with my mother and my grandmother.  It was so much fun.  So, I thought it be wonderful to do what I love and create a high-end relationship business.”

“Over the years, people have asked me, ‘how do you monetize connecting people?’  My significant other said, ‘you picked the hardest thing ever to get paid for.’  The difference is, I am very direct and intentional, very proactive, and not casual.  It’s my business model.  It’s what I do every day.  I really feel lucky to be where I am, because I have pounded the pavement, paid my dues and sat on boards.  I have volunteered, helped fund-raise for non-profits, held events in my home, and have done many others for people who want to raise money.  I think I am in the best place I can be in my life right now.”  

Jim: “So, I am familiar with your Board, from which you receive an annual membership fee.”

Susan: “That’s called the Network. Those are people I want to be a part of my business so that I can look out for you all; knowing that you are my go-to people for new connections and to make sure that you all know each other, my inner circle. ”

Jim: “Are you still in the business of helping people who come to you looking for introductions?”

 Susan: “Yes. I work on a monthly retainer (with those people) and there are certain deliverables that go with what I do.  But the basics are the same.  I publish a new client announcement to my network showcasing their businesses.  It is something I plan to do for all my members.    It is great exposure for you all as you are hand-picked, subject matter experts at the top of your game.”

“My clients are people who say, ‘Susan I really need serious business development efforts behind my brand.   I’ve got to get plugged-in.’  They may be starting a new company and need help building their business, or they may be new to Atlanta and have been referred to me.  They hire me for a couple of months, and I will put them on the map, providing direct access to people they need to know.  As you know, they could spend two years, having coffee (meetings), meeting people one by one.  Or, they can hire me, and I will plug them directly into the people they need to know, immediately.

TO BE CONTINUED…

Thank you for visiting our blog.

Jim Weber – Managing Partner, ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

 

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It’s Not Who You Know, It’s Who Knows You! An Interview with Susan Knox of Corporate Connections

Susan and I scheduled a meeting at a popular coffee shop in Roswell Georgia.  I like to be punctual, so I arrived five minutes early to order a cop of coffee, find a table and prepare for our visit.   As I entered the coffee shop, I immediately saw her, sitting at a table, waiting for me.  Of course.  That is Susan Knox.

Susan Knox of Corporate Connections and I have known each other for at least 15 years, maybe more. She is a tenth generation Georgian, born in Atlanta, with an exceptional reputation and network.  Although I have attended a few of her events over the years, we have operated at the periphery of each other’s networks.  For the past six months, we have connected much more frequently.  We found that our business models were complimentary.  After exploring the potential synergy, I became her client, and she became a member of ITB Partners.   That’s a topic for another post.  I am so pleased to have her on the ITB Partners Team as her business is unique and her personal story is most compelling.  In fact, I thought you would find her story so interesting, I convinced her to sit for an interview.

Jim: “Susan, thank you for making time to meet me today.  To begin our conversation, could you tell me about Corporate Connections.”

Susan: “I am a Business Accelerator I help generate revenue for companies and executives by providing high-level corporate introductions. I also connect companies with capital.  My tag line is, ‘it’s not the people you know, it’s the people who know you.’

” I believe My Mission to connect executives and to help fill companies and individuals’ pipelines with prospects and influencers. And the reason I say prospects and influencers is because there are a lot of people out there that are doing business who need to know people, they can do business with.  They also need to know people who are very well connected. I have learned by doing this since 1999, that not only do I need to introduce my clients to people they can actually do business with but to find other Susan Knox who can help fill their Rolladex, growing their relationships exponentially.  ”

Jim:  ” So you not only help them with their business development, you help them build their overall Networks.”

Susan: “Totally.  I have had several conversations recently with people who say; ‘Susan if I had direct access to the people I am trying to sell to, I could win so many more contracts and get so much more business.  But I am going up against three or four other companies.’  So, a lot of people say, ‘if I could hire you, you could take me into the company directly at a level I need to be.’  The instances of me closing their business (contracts) are far greater.”

Jim:  “You are a 10th Generation Georgian, having lived here your whole life; is this background responsible for the creation of Corporate Connections?”

Susan: “Yes!  So, I think since I was little, I was groomed to do this.  I grew up in a family with three older brothers, very southern, hosting events, becoming a gracious host.  I always loved combining what comes naturally and what I enjoy doing, with something people want.  I mean, that is absolutely so true! I think I have been groomed to do what I am doing today pretty much since I was little.  Coming from Atlanta and having deep roots here, certainly helped.”

Jim: “Are your services appropriate to people and businesses planning to move to Atlanta?”

Susan: “It’s super valuable, but I haven’t really leveraged that.  I could certainly go to companies and say ‘if you are bringing people into Atlanta, I can help them with their transition. I could tell them about private schools, about country clubs, different areas of town, and that kind of thing.  But every day when I wake up, I think, ‘I have a network that I must be helping.’   My focus is 100% on connecting them with people they need to know”

Jim: “Corporate Connections is Atlanta-based, but I know you have clients in Dallas, Texas, and Memphis, Tennessee.  What other clients do you have outside the State of Georgia?’

Susan:  “I have clients in San Antonio, and a client out of New York, a Private Equity firm.  But you know, I have relationships all over the country.   I’ve met these people over the years, and those connections have connected me to potential clients that are trying to raise capital or that have an office in Atlanta.  What has been highly effective is a connection in Houston who has a Healthcare Think Tank.  She has sent me six clients in the past few months. It’s amazing the number of Texas Companies that want to do business in Georgia, and Georgia Companies that want to gain work in Texas.  So, we have collaborated a whole lot.”

Jim: “Do you have clients in other Georgia Cities?”

Susan: “Well, I have clients in Savannah, Macon, South Georgia, but the preponderance of my clients in Atlanta and the outlying areas.”

TO BE CONTINUED…

Thank you for visiting our blog.

Jim Weber – Managing Partner, ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

 

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What is Your Super Bowl Commercial?

The NFL sent this football to every high school in America where one of their former students had played in a Super Bowl. I was privileged to receive a phone call from the principal of Hardaway High School, Matt Bell letting me know he had just received this from the NFL. I was not aware the NFL was doing that. This was sent prior to Super Bowl L (50).

Each year, following Super Bowl XIII (13), I reflect on my experience of the game and how much my life has changed over the years. Yes, they are getting ready to play Super Bowl LIV (54). I do not even like to do that math anymore, 54-13= “I cannot remember”. It is better looking at it in Roman numerals rather than years…..

I now look at the Super Bowl more like an out of body experience, almost not believing I got to play in a Super Bowl game.

Inevitably, my mind always moves back to the business of the game, the financial impact the game has on the city where each Super Bowl is hosted and more importantly the Super Bowl commercials.

No one cared much about Super Bowl commercials in those early years. The cost for a 30-second ad in Super Bowl I was $37,500 dollars. In Super Bowl XIII, it was $185,000. Today, it is $5,600,000 which is not that much money if you say it fast as my father used to say.

This is a pretty good investment of money for 30 seconds of airtime. Speaking of saying it quickly, that is only $186,000 per second.

The interesting thing about this is that is just the cost of air time. That does not include the cost of production of the commercial itself, which could be a million or more dollars. Now, you are talking about serious money for getting your message to an audience of more than 115 million people.

Fox Sports and the Fox Brand will make a significant haul this weekend. The final estimates are close to $550 million dollars in pre-game, during the game and post-game commercials.

The game is always the draw for the fans and sponsors. The halftime show is now an ‘over-the-top’ experience each year because each entertainer or entertainers wants this to be a statement for themselves. Justin Timberlake and Janet Jackson made a statement a few years ago that everyone still talks about.

The commercials are a show in itself. Every company that buys an ad is making its own statement. A statement about their product they are promoting but also how the company can connect with the audience. The number one commercial is the Mean Joe Green commercial, which we all remember that is was a Coca Cola ad featuring one of the toughest football players with a young fan when the fan offered Mean Joe Green his Coca Cola in one of those twelve-ounce bottles. Mean Joe turned it down as he was limping to the locker room. The fan was persistent and Mean Joe finally took his offer and swallowed the entire bottle in one swig. As the fan turned away, Mean Joe turned around and said. hey kid, here catch”, offering his game-worn Pittsburgh Steelers jersey. The kid was elated. That commercial was aired in the 1980 Super Bowl and it is still the number one commercial.

There have been plenty of bad commercials as well. The worst and I would bet no one reading this will remember it. But, Nationwide, a company and brand that hardly ever makes a mistake made a big blunder with this one. Nationwide showed a child, that had died, promoting their life insurance, that this child would not get to experience the Super Bowl or anything else because of his premature death. The commercial bombed and Nationwide apologized to the world for its’ mistake.

The interesting about each Super Bowl game, halftime and commercials is the experience and for those whose team is in the game, they remember every element. For the average fan, which I am today, is more about the entertaining element. I always watch the commercials because of the advertising value and the education I receive as I analyze each commercial.

My question to each company, each CEO, every salesperson, and even every CFO is this. What is your Super Bowl commercial? More importantly, what is the value of your Super Bowl ad?

Almost every time I ask someone about their Super Bowl commercial, I am immediately met with the response, “oh, you mean my elevator pitch”. NO, I am not talking about that. An elevator pitch is 30 – 45 seconds as you ride up an elevator or at a bar or cocktail party. An elevator pitch needs to be a quick intro of you, the name of your company, and the product you sell and a one-sentence statement about something unique about you, your company or your product. Nothing more. The next statement out of your mouth needs to be, ” and how about you?’. This does not matter if you are Ain an elevator, a bar trying to score points or at a cocktail party where very few people really care who you are or what you do. Am I right?

No, your Super Bowl commercial is much different than that. Here is the best news of all. When you ask a prospect to lunch, have a 30-minute meeting scheduled or even a scheduled introductory call, you have about five minutes to get your guest to engage or the worst fear of all is to have your guest, also known as your next best prospect, check out of the conversation. We all know when it happens.

I once had a competitor come up to me at a cocktail party, he was trying to make a point and try and shame me, and make a bold statement in front of a few of his friends. He said, “I bet that ring, pointing to my Dallas Cowboys Super Bowl XIII NFC Championship ring, gets you in a lot of doors. I quickly said, to his embarrassment, You know, John, you are right. It has gotten me in a few doors. But, you know what else, it has not kept me in a single one”. He quickly departed because he knew I had kicked his butt on a few deals he desperately needed.

What did I mean by that? I was referring to my Super Bowl commercial. Yes, I have guys and gals ask me about my sports background. The people who know me also know I do not wear that on my sleeve or speak about it unless asked. After the normal pleasantries. your guest, also known as a prospect, is more interested in how you can help them or their company. Everything else is a waste of time.

My Super Bowl commercial is always about three to five minutes long, well written, practiced over and over, and delivered as if I was on TV in front of a national audience. The best news of all is that it does not cost me millions to prepare, nor millions more to air on TV. This is my story, my moment to share this story and a very short attention span of my guest or prospect.

Please do not think of this as an elevator pitch.

This is also what you want to use during a job interview, an approach to the opposite sex, your boss asking for your next raise or for the guys when you ask your potential father in law for his daughter’s hand in marriage.

Let me say this could be construed as a “sales pitch”. Yes, it could be that. But, I believe it is much more than that. For the CEO, who may read this, this is something every single person in the company should be able to state when they are out in the public eye. I believe that every person, employed by a company, represents that company no matter if they are at a cocktail party, at a sports game, other social events or even a family reunion.

As you watch the game this weekend, it will be a great game, enjoy all the three elements of the day. The game, halftime and the commercials. Especially the commercials. Put yourself in the shoes of the executive and the creative staff that is anxiously waiting for their commercial to air. Will it one a hit? Will it bomb? Will they remember which company made the ad? Will it generate more sales. An investment of $7 million dollars to tell the world who you are or why your company is the bomb, your job could be on the line.

More importantly, when you call in sick on Monday, more than 1.5 million of us will, sit down and write out your Super Bowl commercial. It will not cost you seven million. But, it could make you seven million. The next job, the next few sales or even the next promotion could earn you millions. It has worked for me.

Let me conclude that putting together a Super Bowl commercial, that becomes a game-changer for a company, is hard work. So it will be to create your Super Bowl commercial. You may do this for you personally, your company to use for every salesperson or every employee as they represent you in the public square. Mr. or Ms. CEO. every person in your company is in sales whether you now or even believe it.

If you would like help in creating your Super Bowl commercial, send me a note. You can reach me at robert@mympb.com. I teach people how to fish, so they are fed for life. If you want to join our team send me a note as well. If you are a CEO and want to learn how to get your entire team to act as a part of your sales team, I would be happy to have a call as well. Life is fun. Learn to enjoy the journey.

Robert H Steele

Robert Steele has 40 years of Insurance, Employee Benefits, Healthcare, and Technology experience as a sales and marketing executive. Robert’s biggest asset is his ability to take companies in transition and turn them around when sales, marketing or product development was causing financial or operational bottlenecks.

 

 

 

Thank you for visiting our blog.

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

 

 

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ITB Partners February Meeting is on the 21st!

Paula Fowler will present the Six Disciplines Strategic Planning System: A Sumptuous Breakfast Buffet is included.

REGISTER NOW

About this Event

Join Us for the February ITB Partners Meeting featuring Paula Fowler

Whether you are an Entrepreneur, an Employee or in transition, Strategic Planning is important to your success. Get ready for 2020 and learn the fundamentals from Paula Fowler, Six Disciplines Coach, and Predictive Index Certified Partner, offering small business owners tools to align people strategy with business strategy to achieve business results. Paula will present:

“It’s 2020 – What’s Your Plan?”

About Paula Fowler:

Paula Fowler

Paula is a strategic leader with a proven ability to create a company-wide vision and drive business results. Over 20 years of management and consulting experience in small to mid-sized businesses across a broad range of functional areas, including sales, marketing, finance, manufacturing, software development, operations, HR and customer support. Skilled as an internal consultant in analyzing existing operations and implementing strategies, processes, and technology to improve company profitability. Uses Predictive Index talent optimization tools to develop an organizational design, hire, inspire and drive team performance. Linkedin

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Date And Time

Fri, February 21, 2020

7:30 AM – 9:30 AM EST

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Location

Bella’s Gourmet Kitchen

350 Embassy Row Northeast

Sandy Springs, GA 30328

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Subtext Secrets To Winning New Business For Consultants

 

Joel Alpert

Breakfast meetings can be a wake-up call when the attendees are experienced and masterful at their crafts. And when Jim Weber of ITB Partners presented his perspective on selling consulting services last week, even the most experienced among us sat up and took notice. (This post combines Jim Weber’s presentation, and with his approval, some framing with my own perspective.)

Anyone who is a good consultant wants to do a good job, and differentiate their services for their prospects and clients… that’s natural. Sometimes, however, we can miss the point — which is making the connection to our client, and understanding their world fully, through their eyes.

We sometimes miss the subtext of the conversation, which may be about the client’s unstated needs. So good consultants must be connected to their clients. They must value the client’s interests. And the context of selling consulting services must be reframed to focus on the client’s interests.

There’s also a bit of healthy schizophrenia involved — while you must understand the client’s need, you must also ensure that your own consultant’s assessment adds up.

Here are some takeaways:

Inside Your Prospects Head

At just about any company, the person hiring you will want to know two essential questions — “Do You Understand My Problem?” and “Will You Make Me Look Good?” If you can’t get past these questions, all the great work you might do… might not happen. Other key questions will likely include “Can You Work Within Our Culture?” While the culture may be cool, calm, and collected…or mad as a March hare, most clients expect No Drama.

You Are In Front of Viable Prospect

A key step in developing the plan is making sure there can be a plan. Is the prospect qualified? Are they just fishing around, or do they have a defined need? Are they looking to you to define this need?  Do they have a budget available to pay for the project?

To understand and frame your client’s expectations you can  ask: “What’s important around here?” This will help you determine if they are looking for a certain type of program response, or profitability, other KPIs or “soft” goals.

 

Sizing Up The Project And Expectations

Asking the right questions here may make the difference. You may ask “What have you done” in regard to the project, and this will offer insights into the client’s approach, plus success or failure at that endeavor.

And you will want to know “how” they executed the project — “How did you execute that?” will also tell a lot. The consultant can check out expectations by asking a question such as “If we found new ways of thinking through this issue, would you be open to that?”

Your Goal – Close The Deal!

When discerning the client’s needs, and their framing of it, you’ll want to  Validate The Client’s Diagnosis. This step is key for producing later success.

You’ll also want to understand the company culture, and how your work and style fits into it. Then, essentially, you will be validating your fit for the work.

 

The Presumptive Close

I presume there are all kinds of “presumptive close” styles, but part of the subtext of the selling conversation will be to continue building the relationship. You’ll want to demonstrate what it’s like to work with you, and your Closing Strategy conversations are the beginning of your work.

 

How To Scare Off Your Prospect

Sometimes we can scare off the prospect by identifying all their landmines. And we suggest solutions. I take this one personally, I do it often — my rationale, likely yours, too — is to help the client, direct the conversation, and to provide value even in that initial selling process.

While those insights might be correct, the client just wanted to solve a particular problem. Other times, in the spirit of being a hero and showing how much we know, we can come up with a premature diagnosis – which is not fully informed, and off-target. We can also be too surgical in our technical techniques and conversation — even if it’s right, it just doesn’t build rapport.

 

A Successful Sales Close

While a consultant needs to map the terrain and understand where the client is at if all the questions asked to serve the consultant… then you might as well hire yourself. Jim reports that some consultants were “dying” when they focused on the mechanics of their job. But-but-but when they switched to issues that were important to the prospect… they arose like Pegasus. That’s a way better end result!

Another interesting bit of perspective from the meeting and discussion, regarding agenda and expectations, was the insight to “assume the worst going in” to a meeting. That doesn’t mean being a pessimist, it means that we live in a fast-paced world, and everyone may not be prepared for the meeting, or you might not expect the unexpected — you may need to guide the agenda and set expectations.

Jim’s presentation had us focus on being connected. Valuing the prospect’s interests. Playing their role. Not just understanding what they say they want, and selling the value of your services… but absolutely ensuring we meet their interests. Sounds good to me!

– – – – – – – – – – –

Would you like to see the narrated .ppt presentation? Here’s the link, as Jim Weber presents Selling Consulting Services: https://lnkd.in/eXPbePR

Joel Alpert of MarketPower is a branding and marketing consultant who has developed branding, strategic thinking,  direct marketing and more, for Fortune 500… SMB… and one person consultancies, in just about every conceivable category of business.

Connect with Joel: www.LinkedIn.com/in/JoelAlpert123

Find what you need…take a quick tour: www.MarketPowerOnline.com

Thank you for visiting our blog.

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

 

Jim Weber – Managing Partner, ITB Partners

Jim Weber, Managing Partner

ITB PARTNERS

Jim.Weber@itbpartners.com

North Fulton Business RadioX Interview, September  26, 2019

Author of: Fighting Alligators, Job Search Strategy For The New Normal

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Writing Is Important: Get Started!

Writing is a process

It was a very good week.  In addition to several client meetings and great interviews with candidates for my COO search; I talked with a few of our consultants and a prospective new member. One of those meetings included a fine cigar and a Guinness.  My favorite way to work!  I ended the week sharing a bottle of Cabernet with my friend and muse, Faith.  More on that later.

 

My meeting with the prospective new consultant was most instructive.  She has an interesting background that includes Fortune 500 experience and tenure as the CEO of her family’s business.  Her experience and insight into a family-owned, small-business are valuable to clients operating in a similar environment.   I enjoy these meetings as they are fun and enlightening.  I enjoy hearing about one’s career and challenges in building a new business. I find it interesting learning how they market their services. Each has a story worth sharing, which could enhance their personal brands.  I believe that business development requires a combination of strategic networking, public speaking, and writing articles or blog posts. The point is, we must find ways to leverage our time and resources by talking to a broader audience. By reaching a broader audience, I mean mass communication.

 

Most people I know are competent at networking and public speaking.  A few are even positive toward writing articles. They understand the value of a program that helps promote their written work over an array of platforms. Even so, I’ve been surprised to find that most are reticent about writing articles for publication. Their reluctance is of interest to me as these are solid professionals who know how to write for business. They know how to draft a proposal. They know how to structure a cover letter to support their job search.  Their writing skills are not an issue.  So, why are so many people reluctant to publish their thoughts?

 

Back to Faith and that bottle of Cabernet.  We get together every few weeks at a favorite watering hole to catch up and decompress.  Talking with Faith is always interesting and stimulating.  Our conversations are wide-ranging but always begin with a recap of the current week. Often, she helps me determine the theme for my weekly blog post.  This week, Faith shared a few interesting stories I thought a broader audience would appreciate.  I am convinced her stories will resonate with many as they’re about working for an NFL legend. I told her she should write a book. She demurred.  I said she should do it for her family.  If for no other reason, it would help her daughter and grandchildren appreciate her life. Faith agreed to think about it.  After sleeping on our conversation, I woke up with the topic for this week’s post.  Thank you, Faith!

 

We are busy people.  I get it!  Writing an article, even seven hundred and fifty words can be daunting.  Some cannot justify the effort. However, I know that writing an interesting article in a reasonable amount of time is a process.  Experience with this process generates confidence which changes one’s perspective, creating a new habit.

 

For Members who are reticent about contributing to our blog page, we provide alternatives like conducting an interview with the consultant or working on an article together including final edits. Most people are comfortable with these alternatives as they’re a lighter load.  This makes me think that helping people become comfortable as a writer, could be as easy as following a two or three-step process to gain confidence.  The benefits of one’s business development activities are too great to forego the power of writing.

 

After sleeping on it, I arrived at an alternative which Faith might appreciate. I could make video recordings of her telling her life stories.  Recording her while enjoying a glass of wine, or two might add an interesting touch.  I know it would be more fun for her.  We could create a digital book.  In time, I’ll wager that she will migrate toward writing that book.  Even if she didn’t publish her work, it would be a very valuable gift for her children.

 

Thank you for visiting our blog.

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

 

Jim Weber – Managing Partner, ITB Partners

Jim Weber, Managing Partner

ITB PARTNERS

Jim.Weber@itbpartners.com

North Fulton Business RadioX Interview, September  26, 2019

Author of: Fighting Alligators, Job Search Strategy For The New Normal

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You Have The Prospect’s Attention: Now Close The Deal!

A close friend and associate, John, become a successful independent consultant after leaving his corporate career.  His transition was relatively easy as his network was strong, and he was well respected.  His network was so powerful that he seldom failed to close a deal where he had a first-party referral.  Those referral-based deals launched his career, with a little help from me.  His challenge was closing deals when he had a third-party referral or if he had surfaced the prospect. That was an important learning experience for John.

 

 

John had difficulty closing a prospect unfamiliar with his reputation.  We would debrief after those situations and I would offer suggestions to improve his technique. During this time, I recognized a self-destructive pattern common to inexperienced Independent Consultants.  John had difficulty selling himself.  Inadvertently, he repelled his prospects.

 

 

As discussed in my last post, prospective clients must become comfortable with the consultant.  They want to ensure that the consultant will make them look good.  Stated more bluntly, they want to ensure that they won’t be fired for letting a contract with an incompetent consultant, someone disruptive to the culture.  These are the same concerns any manager would have when considering a potential hire.  In John’s case, he struggled to make a connection.  He would launch into problem-solution mode before he fully understood the prospect’s concerns.  He didn’t ask questions that addressed their cultural imperatives and potential minefields.  He would pontificate about concerns the client should have but may not have considered.  John wasn’t necessarily wrong, but his delivery was off-putting, insulting even.  I could see how the prospect would be concerned about him.  I am certain they wondered if he would be difficult to manage and disruptive to the company’s management style.  He did not assuage their concerns.

 

 

I had a similar experience recently.  I was talking with a prospect about helping them through Chapter 11.  This was a third-party referral, so I had to sell myself to the prospect.  On my first visit, I focused on satisfying my need to ensure a successful outcome, rather than to understand their perspective.  I was preoccupied with trying to extract information about their financial reporting capabilities.  I was concerned that I wouldn’t have the information I needed to do my work.  I wasn’t putting the prospect at ease.  Looking back on the situation, it may have seemed like an interrogation to them.  They were on guard, looking stone-faced as they provided minimal information.  Fortunately, I recognized my mistake early enough to redirect my approach. I asked them to provide background about the cause of their financial situation and what they thought needed to be done.  Their demeanor changed immediately as they went into detail about their needs.  I had cracked the code!  I stayed with that approach, drawing them out with open-ended questions.  The more they talked, the greater my empathy for their predicament.  People don’t want to be told what to do.  They want to work with someone who will help them understand their problem so they can find a solution together.  This tact was the beginning of a relationship that led to an engagement.  It’s odd that I didn’t begin with this approach as it is my preferred style.

 

 

My initial tact with this prospect was a rookie mistake, uncharacteristic for someone with more than twenty years of experience.  Landing contracts is about building relationships.  The prospect wants to know that you have empathy for their situation, you aren’t judgmental, and understand their needs.  The most effective way to accomplish this is by asking open-ended, non-threatening questions.  This will help them open up to you.  Approaching them in this manner demonstrates your professionalism.  They will come to understand that you are sincere in your interest to help and that you are a fit with their culture.  Eventually, John learned this technique and became a consulting powerhouse.

 

 

Remember, from discovery to close, your prospect is evaluating you.  They want to know that your project management style fits with theirs.  They don’t want to inject a disruptive influence into their company. The client wants to enhance their reputation and keep their job.  They probably have more work in mind and would like to find someone to help them in the long term.  So, if you want to close more deals, take time to understand the client’s situation.  Ask questions to stimulate a dialog, generating information you need to help the client.

 

Thank you for visiting our blog.

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner, ITB Partners

Jim Weber, Managing Partner

ITB PARTNERS

Jim.Weber@itbpartners.com

North Fulton Business RadioX Interview, September  26, 2019

Author of: Fighting Alligators, Job Search Strategy For The New Normal