Mark Fonseca will present “Customer Loyalty/Retention Post Covid “
Jim Borum is our Spotlight Speaker.
Mark Fonseca has over 20 years of experience in consultative sales, sales management, and client relations. As a top producer at Lanier Business Products, he sold document management solutions to a range of businesses and was prolific at establishing long-term relationships. Mark consults one on one with the most successful CEOs and Executives in Atlanta and has interviewed thousands of Executives and Business Professionals. He has experience in Sales, Sales Management, and Sales Training Best Practices. Currently, Mark is the owner of his own private men’s custom clothing and executive image consulting business. He has developed strong business relationships with heads of state, CEOs, top-level executives, and successful entrepreneurs, through one-to-one consulting and exceptional customer service.
As a Partner in Pragmetrix, Mark is responsible for Client Relations, Business Development, and conducting interviews within the Pragmetrix Customer Loyalty Assessment process.
I am a long-time LinkedIn user. According to LinkedIn, I was one of the earliest adopters. It is a powerful tool that I use extensively in my executive search business. I use it exclusively to promote my brand and to find candidates for my searches. It is an excellent product that is easy to use and has enhanced my productivity. It has become more valuable since the Microsoft acquisition, until recently at least. However, it’s not perfect.
Over the years, several distasteful trends have appeared on my LinkedIn feed. My favorite is the one I call the “Russian Bride Scam.” That was crude, comical, and so transparent. I almost miss that trend. Even now, I am approached by women allegedly looking for a romantic partner. At my age, those solicitations are more annoying than flattering. They are easy to spot as their profiles are sketchy and their photos are inappropriate. There is the “agent for an international corporation” scam. I am not clear how this scam works, but I am confident that the objective is to separate me from my money. I have had recommendations from contacts to become a mystery shopper for a legitimate company. Message to those scammers, I had extensive experience with mystery shopping programs during my corporate career. I’ve got your number! And, of course, the “Nigerian Scam” is still out there in one form or another. It is so sad that people still become entangled in these scams at a rate sufficient to keep the grifters in business. More recently, insanely aggressive appointment-setting pitches have bombarded my inbox. These pitches may not be a scam, but they are undesirable. During the 2020 Election Cycle, I found more political content on my feed. Political posts are particularly annoying to me.
Many solicitations are the result of someone hacking into the account of a legitimate user. Fortunately, most are obvious and ignored. However, dealing with unwanted solicitations consumes time, which one cannot recover. I do not appreciate distractions on my feed that cost additional time and energy better used for my goals.
Receiving messages better suited to Facebook, Instagram, or some other social media platform is frustrating. Share on X Now, don’t misunderstand. I appreciate compelling human interest stories. People that have beaten cancer give me great hope. I am a sucker for stories about your pet. I get a warm, all-over feeling inside when I see a video of veterans returning from overseas combat assignments. I am a military brat, after all. And, I enjoy seeing your accomplishments, beating the odds, ascending to new heights in your career. Notwithstanding suspicions to the contrary, I am a human being. Nevertheless, I believe one should post human interest stories on some other social media platform.
I am not the only user who has become increasingly annoyed by people using LinkedIn as if it were Facebook. I am not alone in my belief, as I have talked to many people, including LinkedIn gurus, who share my angst. Some say that the Covid-19 lock-down is partially to blame. I believe that to be true. In an article published in Inc. Magazine, Chris Dessi noted that LinkedIn is evolving, so I must adapt. That may be correct—I plan to adjust to this evolution by navigating around the not-so-professional aspects of LinkedIn. I have begun blocking people whose content is not relevant to me, and I have changed my Account Preferences to eliminate political content. Hopefully, LinkedIn will create new filters to make eliminating unwanted content easier.
I believe that LinkedIn is an important application that helps me achieve my career goals. I use LinkedIn to build my brand recognition. That is why I am a subscriber. I find it well suited to making new connections. It has improved my effectiveness in finding candidates for my search assignments. I don’t believe you should use LinkedIn to convey human interest stories. If you continue to use LinkedIn like Facebook, don’t be surprised if people begin blocking your posts. Your brand will suffer.
I recommend that LinkedIn creates more rules and filters so we can achieve peak productivity. That is the evolution I can embrace.
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So, you want to own a business. You have an idea for a product or service that the market needs. You want to be rich. You have studied other successful startups and understand the factors for success. You have moved past friends and family who have tried to dissuade you from your goal. You have the funds and a plan to get your business off the ground. You are confident of success. But have you considered everything you need to know?
Many successful entrepreneurs begin by forming a Board of Directors. An Advisory Board will provide a broader perspective, improving the effectiveness of your decisions. The advice you receive will minimize costly mistakes which could otherwise doom your business. Board members may receive a stipend, or they may be volunteers. Voluntary advisory boards have become commonplace for many startups. Talking with organizations like Score and finding a mentor are additional resources to consider.
Find Low-Cost Ways to Advertise
Getting the word out about your business doesn’t need to cost much money. Begin by establishing an online presence. Potential customers will want to visit your website. Be proactive. Provide answers to common questions, making it easier to convert their interest into sales. If you have not done so already, create social media channels for your brand. Facebook and Twitter are popular places to start. Depending on the demographics of your target market, you may want to try others, too. If you are targeting older individuals, a direct mail campaign could be the most cost-effective solution.
Consider Running a Special
To increase the probability of generating a sale, offer a special one-time deal, like a two-for-one promotion or a gift. You might do the same for current customers who refer friends or family members. When someone purchases your product or services, please give them a reason to continue trading with you. Consider offering discounts for future purchases. These sales tactics can kickstart your business and give you the financial boost you seek.
Determine Which Functions to Outsource
Savvy entrepreneurs know that managing labor is a critical component for success. They live by the principle of “do what you do best and let others do the rest.” We are fortunate to live in a time when we can contract relatively inexpensive outside resources. To ensure accuracy and minimize risk, outsourcing financial management and payroll is advisable. Outsourcing recovers time to focus on more urgent tasks. Using an automatic payroll solution provides other benefits, like automatic calculations and paying taxes. Payroll apps are available for both iOS and Android. Taking on too much responsibility can lead to burnout and costly mistakes. Think about outsourcing to reduce stress and improve your productivity.
Improve Your Business Acumen
As your business grows, your focus will shift to your management and leadership skills. Taking college-level business courses or earning an MBA could be a difference-maker. Unlike a traditional college experience, online degree programs make it easier to maintain your business while you learn. Continually update your skills to ensure long-term success.
Financial setbacks can happen to anyone. They can be incredibly distracting when you are trying to establish a new business. You may feel discouraged and lose confidence in yourself. Well-meaning family and friends may pressure you to get a traditional job and forgo your dreams altogether. Don’t let setbacks discourage you from pursuing your dreams of entrepreneurship. Expect to suffer difficult situations. Build contingencies into your plan to weather challenging times.
New Century Dynamics provides excellent executive search and management consulting to the service industry. To learn how New Century Dynamics can help your business, contact James E. Weber at JimWeber@newcenturydynamics.com.
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The title of his presentation is Customer Loyalty/Retention Post Covid. What You Don’t Know Can Hurt You.
Mark B. Fonseca is the owner of his own private men’s custom clothing and executive image consulting business. He has developed strong business relationships with heads of state, CEOs, top-level executives, and successful entrepreneurs, through one-to-one consulting and exceptional customer service. As a Partner in Pragmetrix, Mark is responsible for Client Relations, Business Development, and conducting interviews within the Pragmetrix Customer Loyalty Assessment process.
As a small business owner, you are constantly alert for new ways to grow and improve your company. You know that your business success depends on your ability to plan well and wisely and stave off potential problems. So, what are the guiding principles you should follow to maintain optimal performance? In this article, Jim Weber, Managing Partner of ITB Partners, reveals how successful entrepreneurs stay ahead of the game.
Be a planner.
Good business management is a continual cycle of planning. Before you even launched your company, you had to draw up a comprehensive business plan. And planning needs to be ongoing. Even if it feels as though your company can run on autopilot, it does not mean that you discard sound management practices. Your management system should include periodic financial forecasts with appropriate adjustments to remedy deficits to the plan. As Zenbusiness explains, failing to have a good plan in place is a common mistake that small businesses frequently encounter. So, avoid this pitfall by having everything organized and mapped out.
Be a Leader.
Your leadership skills may be the most critical part of successful management. No matter how great your vision, no matter how positive your workplace culture is, it is not possible for a company to thrive in the long term if it lacks clarity, discipline, and recognition. Poor leadership tends to trickle down from management into every part of a business, with devastating effects. You can maintain a high level of performance by using business technologies that help you schedule tasks, manage projects, keep track of inventory, communicate with team members, and recognize desired behavior.
Be a listener.
Have you ever had the experience of dealing with someone who didn’t seem to be listening when you spoke with them? Or someone who never seemed to embrace your message? If so, you know how frustrating this can be, whether in business or your personal life. Don’t be that person: make a point of listening to what your partners, advisors, clients, and team members have to say. Practice active listening, addressing their questions or observations directly. Active listening fosters a culture of creativity and responsibility. Make a sincere effort to hear, respect, and understand your team’s concerns.
Be flexible.
The logical progression for a leader is the willingness to change when necessary. Share on X Change can be difficult when you are committed to a belief system or a particular course of action. And no, you shouldn’t deviate from your plan for just any minor issue. When it becomes clear that your goals are at risk, altering your plans is good management. Remember, good leadership means owning and correcting your mistakes.
Be current.
Good management also means staying abreast of current trends in finance, marketing, and technology. Business intelligence must be a team effort. As professionals, each of your department heads should be current in their field. They should share their learning, and you should update the company’s plans accordingly. As their leader, you must ensure that your team has access to high-quality information and resources to perform at peak capacity.
Be a good Corporate Citizen.
Failure to follow the laws and regulations that govern business activity can be costly. As a leader, you must work within the framework of employment law, permitting, licensing, taxation, among others, to ensure the success of your business. One area where new business owners risk expensive fines and penalties is in payroll tax compliance. Minimize this risk by using a sound payroll system with competent oversight. It’s also essential to choose the proper legal structure for your business. For many small business owners, a limited liability company makes the most sense, as it reduces paperwork and may yield tax savings. Save time and avoid added expenses by having an online service register your company as an LLC. Your lawyer and accountant can guide you in this area.
Think of good business practices as pillars supporting your business. Make sure your whole company understands and embraces these principles. By doing so, you will improve the likelihood of continued success and increased profitability.
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While gainfully employed, we are comfortable using systems, processes, and procedures to accomplish our work. We use CRM systems to help us build and maintain our customer base. We have applications to help us with project management and to improve the quality of our teamwork. We use calendars to plan our work by day, week, month, and even year. We have systems to communicate with our customers and prospects, known as marketing. We are comfortable working in a structured environment for a paycheck. However, I find it interesting that many job seekers don’t have a system to manage their job search efforts. As you can imagine, they spend more time in a job search than their better-organized peers.
I am a big fan of Scott Adams. Surprisingly, many people don’t know that Scott Adams is the creator of the Dilbert comic strip. Those that know of Scott’s connection to Dilbert may not know that he earned an undergraduate degree in Economics from Hartwick College and an MBA from UC Berkeley. Scott is an author, an entrepreneur, and an investor. He has written non-fiction books on satire, persuasion, political commentary, and business. Before becoming a cartoonist, he worked for major telecommunications and banking corporations. Scott believes in systems. He has said that goals without supporting systems are useless. I agree. Achievers always use a system to deliver the results they seek. I like his message so much that I recommend his books to my coaching clients and those looking for advice on a job search. I recommend that you become familiar with his work too.
I assume that you know the exact parameters of the job you seek. You know what you want to do, where you want to do it, and your compensation requirements. You have an excellent resume, bio, cover letter, and business card. Your elevator pitch is exciting and provocative. You understand how to make a helpful connection using your conversational skills. You continue to receive referrals to people who can move you closer to meeting with a hiring manager. Now, how do you manage all of that activity and maintain momentum? Let’s consider the fundamentals of an effective job search management system.
Your Job Search System Tools
CRM Program – Gmail, Outlook, LinkedIn, etc
Email Marketing List – Your Network
To-Do List/Follow up assignments
Expense tracking/mileage
Your most relevant job-search tool is your email management program. Share on X Every personal meeting or phone call will result in follow-up actions that must be captured and tracked. There are many options to consider, but I am most familiar with Outlook and Gmail. Gmail or Outlook provides you with the CRM components you will need for your job search. Outlook offers all the power I need from a CRM system. In my business, I use the address book to categorize my contacts as clients, or search assignments, active prospects, and the candidate’s job function, among others. As it is a database, I can query my address book and print reports as needed. Job seekers may want to use a similar method. I make good use of the “Notes” block on each, and there are many additional data categories that you can use.
Secondly, to maintain contact with your network, I recommend a subscription to an Email Marketing Service (EMS). Services like MailChimp and Constant Contact provide you with a professional image while minimizing the risk of losing your email privileges. Most of these services are free until you have 1000 email addresses in their system. Most job seekers will not reach that limit. Use your EMS to check in with your network, at least every other week. Advise them of your progress. Remind them of your ideal situation and any additional information that will help them help you. Similarly, LinkedIn is a powerful application to use in tandem with your EMS.
Your calendar application is an obvious requirement to ensure you are always where you need to be. It helps record reminders and follow-up items. I synchronize my laptop to my iPhone and iPad, so my calendar is always with me, one way or another. I use the Calendly app to make it easier to schedule appointments. Calendly ensures that I do not waste time trying to schedule a meeting. It has proven to be an excellent productivity tool. Your calendar function has the additional capability to improve your productivity. Add links to your appointment to allow you to access files or pull up the LinkedIn profile for your meeting counterpart. I also use MileIQ, which automatically tracks and reports my automobile mileage.
While you are in job search, proceed as if you are gainfully employed, full time. Much of your effort will be communication with your network to expand your reach and eventually talk with hiring managers. Organize and structure your activities as you would if you were employed. Take full advantage of your email management program to keep track of your activities and plan follow-up actions. Use LinkedIn heavily, to enhance these efforts. Subscribe to an Email Marketing Service to keep your network abreast of your progress and remind them how they can be helpful. Track your progress and adjust accordingly. Plan your work and work your plan. Create a system to support your work and evaluate your progress. Enjoy becoming employed again.
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Darryl Jackson is an interim and on-demand senior executive providing general, strategic, and operational leadership to create enterprise value and next-level performance. As a C-Suite executive and partner in two Big Four Consulting firms, Darryl has led transformative initiatives for mid-size public and private companies resulting in over $2.5 billion in economic value. His experience spans manufacturing, telecommunications, financial services, professional consulting firms, transportation, IT and SaaS/PaaS Solutions, B2B services, commercial/retail, and legal services. His approach energizes the organization to operate seamlessly from order to cash through a unique combination of shared vision, executive team building, accountability, process improvement, and technology enablement. This accelerates competitive capability, increased margins, improved valuations, and lasting change. Past Executive Positions include Milliken and Co., Accenture, Deloitte, The John Harland Company, MS Carriers, Several Mid-Size Private Companies, and ODI International. Accomplishments with the value created in each company can be found on the Linked In site below.
Reciprocity – “The practice of exchanging things with others for mutual benefit,especially privileges granted by one country or organization to another.” From Google’s English Dictionary provided by Oxford Languages.
Last week I wrote on the importance of conversation, especially for networking success. The genesis of that article was the recent dialog I had about networking. Many of the folks participating in those discussions were frustrated by their lack of success. They complained that their conversations were not leading to follow-up meetings. Some confessed that their conversational skills might be the problem. In my post, I spoke to the need to respect the other person in the conversation. I recommended that you listen intently and show interest in the other. I explained how to make a connection. The other issue was the need for an effective networking strategy. I inferred that they did not understand the foundation principles of networking. I will address that issue now.
So, why network? Because it works! Reciprocity is the foundational principle for networking. Most human beings are hardwired to repay a gift or kindness with something of similar value. It is a powerful concept that resides deep in the human psyche. It is fundamental to the development and maintenance of long-term relationships. Networking employs the concept of reciprocity to building new relationships. It is essential to expand the number of people whom you know and who know you. People you can help and who can help you, your network. Humans build their careers, businesses, and social circle by networking.
If networking is such a powerful concept, why do many people find it difficult and unfulfilling? My experience leads me to believe that these folks engage in networking activities only when they have an immediate need. They begin networking when they are under pressure to find another job. When they find their next job, they stop networking. Their mission is to find another job. Their orientation is on themselves.
Your network is among your most valuable assets, but many don’t make that connection. Like most investments, it requires maintenance. One proven way to enhance the value of your network is to become an active member of a relevant group or organization. Many professionals benefit from membership in a professional association based on their job functions. These associations help you maintain your professional credentials while increasing your network. Organizations more generally focused on a specific industry segment can serve the same purpose while providing current information on the state of that segment. Memberships in extracurricular interest groups can be helpful too. Also, consider groups like college and university alumni associations, those supporting a particular hobby, or charitable organizations. College alumni associations are beneficial to young professionals working to build their careers. If you have the time and inclination, take a leadership role in one of your interest groups. It will enhance your reputation while generating new opportunities.
Taking full advantage of the resources available through LinkedIn is another powerful way to enhance your professional status.
Make sure that your profile is complete.
Post your material and comment on those of your connections.
Make endorsements and recommendations.
Participate in interest group(s).
Acknowledge Birthdays.
Summary and Conclusion
Networking is the process of generating new mutually beneficial relationships. Based on the principle of reciprocity, it is the primary method people employ to find new business opportunities and build their careers. The point is to talk with people willing to connect you to other people, eventually to a hiring manager seeking someone with your skills. The more people you speak with, the better. Those folks can amplify your activity, but you prepare them properly. Make it easy for them to introduce you. Remember, networking is a give-and-take process. If you are not helping others, they will not be motivated to help you.
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My client is a subscription-based meal delivery service, is looking to expand its Marketing & Development team. Although their kitchen is in Upstate, New York, this opportunity is remote–the east coast time zone is a must.
This Brand is all about real food, made simple. Healthy, chef-prepared, 100% real meals that save you time, reduce food waste, and are farm fresh. The meals are vacuum-packed into food-safe, recyclable pouches to lock in the freshness, flavors, and nutrients of never-processed non-GMO ingredients. We are seeking enthusiastic talent interested in working in a fast-paced and rapidly growing environment.
We are looking for a Leader of our Customer Experience team — moving us from a service center to a sales and retention center. We want someone who has no desire to go along with the status quo and, instead, pushes themselves and others to challenge, reimagine, optimize, and innovate. This is the ideal position for someone ready to move to the next level in their career …. build the position into a critical part of the business operation.
Last week I moderated two separate networking group meetings. That is not particularly interesting or noteworthy, except that they shared the same topic and presenter. The subject was “Freelancing and the Fractional Executive as a Career Option.” One group was primarily job seekers, whereas the other was composed of independent consultants and small business owners. I found it interesting that a major topic of conversation in both meetings was how to become a more effective networker. It is a fundamental issue worth further exploration. Relationships develop by expanding your network. It is how people find jobs and new customers. The ability to initiate and maintain a conversation is an essential skill in this regard. Even so, many demonstrate insecurity about their ability to have a meaningful discussion. If one cannot master this skill, your networking efforts will be frustrating. Share on X
If you spend your time watching national news broadcasts by the major networks or on cable news channels, you could easily conclude that the art of conversation is dead. Regrettably, much of what we see are professional propagandists talking over one another. It’s not much in the way of conversation. Those programs are challenging, even painful to watch, unless you are into train wrecks. They should never be confused with a thoughtful conversation or an exchange of ideas. Instead, we should seek out healthy conversations. It’s how we humans learn, transact business, and build relationships. It is fundamental to our survival and our ability to thrive. Even so, it is mysterious and intimidating for many. It seems like a lost art from our distant past. I have good news, however. Effective conversation is a relatively simple skill that anyone can master.
I spend most of my day in conversation, at work, and off, as you might imagine. Much of that time is helping professionals improve their networking skills. It is the one area that generates the most interest. Job seekers and business people trying to expand the reach of their brand know that they need help in this area. My contribution is devoted to asking questions and listening carefully.
So what makes for a compelling conversation, especially with people you don’t know and have recently met? An effective conversation is an exchange of information where both parties benefit. On a deeper level, it is a dialogue that develops and strengthens a relationship. The best way to establish a relationship is to show interest in the other person in the conversation. Ask relevant questions and listen carefully to their response. By showing interest in another, you begin to build a bond that can lead to a relationship. Wait patiently for an invitation to discuss your interests. Waiting to talk is difficult for many people as they are anxious to present their background. Networking Pros understand that they must help others first. All good conversations develop by a respectful exchange. Create goodwill with the other by asking thoughtful questions. Practice active listening techniques. Understand their motivation for the meeting so you can establish common ground and offer your help.
Key Factors for Effective Conversations
Demonstrate a genuine interest in the other person
Be respectful, don’t interrupt or overtalk
Use your active listening skills, verbal and non-verbal, to understand nuances.
Make the other comfortable; mirror, maintain eye contact,
Ask an open-ended question to understand and keep the conversation going
Ensure that the time, place, and situation is optimal
Use non-verbal communication to convey interest and understanding
I am sure that these points are familiar to you. You have heard this before. So why is it that you are still apprehensive about your ability to hold a conversation? I suspect it is because you have avoided practicing these items.
If you want to become more effective as a networker, work on your conversation skills. A good conversationalist is considered exciting and sincere. You will experience greater success in building relationships that further your career and social life. Fortunately, like most things in life, the skills required to initiate and maintain an interesting conversation are easy to master.
For further reading in this connection, check out these articles.
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.