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Member You - Think Creatively While Reinventing Your Marketing and Selling -- It's For Your Survival!
"Candy-coated popcorn, peanuts and a prize, that's what you get in Cracker Jack!" I ate a lot of candy when I was a kid. Halloween, birthday parties, trips to the corner store… if there was candy to be had, I was there. Granted, this was in the days before it was well understood that too much sugar can turn even the most docile child into a foul-mouthed psychopath (or, over time, a marketing consultant). Either way, I couldn't get enough. One of my favorites was Cracker Jack, a disturbing conglomeration of candy-coated popcorn and peanuts, which was consumed in three distinct phases: Phase 1: Eating the Cracker Jacks. Phase 2: Wiping your hands on your pants to remove the "candy coat." Phase 3: Opening your prize. Looking back, I realize now that Cracker Jack – and I haven't done any research, this is just my personal opinion – stunk. Compared to the celestial fluf
To maintain a competitive edge in your busine
There are many reasons why people decide to change jobs. Sometimes it's simply about moving forward on long-term goals -- about having choice and options. But sometimes an individual's desire to make a change springs from frustration and/or desperation and the need is immediate and high priority. With this second type of change a person may be looking to get away from such things as a difficult boss, an uncomfortable situation with co-workers, having been passed over for a promotion, an uncomfortable or bad review, etc. As much as we hope to avoid this type of pressure situation, it is often here that we find our greatest opportunity for personal expansion and new perspective. There is no changing anyone but ourselves and with a lack of other options, we are motivated to look more openly at who we are within the context of our work.In line with the Zen quote, "Wherever you go, there you are," a job offers each of us a canvas on which to display our perceptions, b
Even consumers' behaviors have been unearthed and changed beyond recognition. Consumers have become more assertive, demanding, highly skeptical, and more cynical, less trusting and with less loyalty to brands and companies.
With all the reinventing and shifting in a diversity of industries and cultures we find however, little has changed in the process of how marketers and sales proceed to understanding why consumers' buy and how they think. Most marketing methods and selling techniques probe for surface understanding and not the core emotions and feelings of consumers' behaviors.
Marketing and sales people rely on worn-out familiar campaigns and techniques that simply obtain less than marginal results and then place blame on their products, services or the economy. This become more apparent with sales and marketing people in hot industries where demand exceeds supply - sales skyrocket with little effort or skill on the part of sales and marketing. Then, when supply exceeds demand and there are too many sellers chasing too few consumers' -- the blame sets in and the excuse making erupts, causing products and services to fail or drop dramatically below projections.
Change doesn't come easy when you're entrenched in deeply rooted behaviors of which takes much courage to change. Change means thinking differently about how one does things, which sometimes goes against all that you were brought up to believe in. People who hold stubbornly to their view and can't envision a different world will fight to maintain their current one.
To maintain a competitive edge in your busines
An operations manual can act as a tool for training employees and empowers them to your business running smoothly when you are out of the office. Though it may seem like a lot of work, the effort put into your operations manual can save you money that could otherwise be wasted on mishandled procedures and employee training time.Every operations manual is different so yours should be tailored to your specific business needs. You may want to create separate manuals for each department or job description in your company. Your operations manual should grow and change with your business so make sure to update the contents often. Store the manual in a sturdy binder with dividers to keep it organized, making it easy to update the contents and replace pages when processes change.The following is a suggested list of topics to address in your manual:•Company Overview & History•Mission Statement•Opening Procedures•Closing Procedures
With all the reinventing and shifting in a diversity of industries and cultures we find however, little has changed in the process of how marketers and sales proceed to understanding why consumers' buy and how they think. Most marketing methods and selling techniques probe for surface understanding and not the core emotions and feelings of consumers' behaviors.
Marketing and sales people rely on worn-out familiar campaigns and techniques that simply obtain less than marginal results and then place blame on their products, services or the economy. This become more apparent with sales and marketing people in hot industries where demand exceeds supply - sales skyrocket with little effort or skill on the part of sales and marketing. Then, when supply exceeds demand and there are too many sellers chasing too few consumers' -- the blame sets in and the excuse making erupts, causing products and services to fail or drop dramatically below projections.
Change doesn't come easy when you're entrenched in deeply rooted behaviors of which takes much courage to change. Change means thinking differently about how one does things, which sometimes goes against all that you were brought up to believe in. People who hold stubbornly to their view and can't envision a different world will fight to maintain their current one.
To maintain a competitive edge in your busine
Competition in the past has embodied such beliefs of “kill or get killed” which has fostered paranoia with many individuals and companies. Our competitive thinking has been to: defend, hoard, knock off competition, defame and win at any cost. A view propagated by Intel’s Andy Grove that, “only the paranoid survive.”Do we prosper more from paranoia or can we actually prosper more from altruistic behavior by entering into relationships of reciprocation. Moving through the first decade of the millennium finds that we are experiencing trends of new competitive thinking that is largely driven by Internet marketing. Affiliate programs, partnering, free, value creation, and a host of reciprocal marketing strategies are being used for driving consumers to patronize online business.The operable word for the consumer is “reciprocal.” The consumer is driven by, “I will give you my business in return for value over and above cost and time.” Speed, convenience,
Marketing and sales people rely on worn-out familiar campaigns and techniques that simply obtain less than marginal results and then place blame on their products, services or the economy. This become more apparent with sales and marketing people in hot industries where demand exceeds supply - sales skyrocket with little effort or skill on the part of sales and marketing. Then, when supply exceeds demand and there are too many sellers chasing too few consumers' -- the blame sets in and the excuse making erupts, causing products and services to fail or drop dramatically below projections.
Change doesn't come easy when you're entrenched in deeply rooted behaviors of which takes much courage to change. Change means thinking differently about how one does things, which sometimes goes against all that you were brought up to believe in. People who hold stubbornly to their view and can't envision a different world will fight to maintain their current one.
To maintain a competitive edge in your busine
I used the word develop, not write on purpose in the title of this article. While your Operations Manual, Ops Manual, is a crucial tool in your Internal Management tool kit, you don't really write it.Instead you collect it. You gather in one place lots of the bits of information your business depends on to run smoothly, face crises calmly, and allow you to back fill in a hurry. With a complete Ops Manual in place, you, or someone you designate, can act quickly to serve a client, get you out of a stuck spot, carry on when you're unavailable. You get the idea. Major Beer Truck insurance.With a good Ops Manual, you'll never again search for the product code or password for your software, miss a deadline for domain registrations, lose the number of the ink for your letterhead, or the contact number for crucial vendors and suppliers.Get started by adding an electronic sub-folder to your version of "My Business Administration" folder on your hard drive. T
Change doesn't come easy when you're entrenched in deeply rooted behaviors of which takes much courage to change. Change means thinking differently about how one does things, which sometimes goes against all that you were brought up to believe in. People who hold stubbornly to their view and can't envision a different world will fight to maintain their current one.
To maintain a competitive edge in your busine
Most culinary schools today are still teaching their students how to compute the wrong food cost. Granted the math is right, but the dollars involved are hurting the bottom line of our restaurants. The problem arises from the separation of percentage points and dollars.Banks Use Dollars, not Percentage Points One thing I am quite sure of is that banks do not accept percentage points as deposits, believe me I’ve tried! For some reason the teller just looked at me dumbfounded then just started chuckling. Matter of fact she had so much fun with it she showed the teller next to her who responded in much the same manor. I didn’t find the humor in it since I had bills to pay, product to buy, and employees wanting their cash too. To rectify the situation I cowered to the pressure and made out a revised deposit slip using their required dollar standard.So if you can’t deposit percentage points why do most restaurants use this as their key focus
To maintain a competitive edge in your business will require stepping outside your comfort zone and the traditional methods of conducting yourself in business. The world has become a melting pot of various nationalities and cultures creating the backbone of our economy. Regardless, if you have a world vision of your business or not, the effects of you succeeding are influenced by your understanding of how consumers' think and how they buy.
Consumers' ask for one thing and do another. They make illogical leaps of judgment and come to unreasonable conclusions based on their experience, memory and unconscious thoughts. The truth is most customers form opinions about you before you ever get a chance to deliver your service or product. That opinion is formed mostly unconsciously.
Customers' are your only business and requires you to reach beyond product features, benefits, quality and reliable delivery methods. Sales and marketing people service their consumers in a more efficient manner when they understand how consumers feel, think and experience you and your products and services.
The interaction between the confidence of your marketing message and the confidence of a salesperson in his/her product or service sets the stage for how, when and why the consumer will or will not purchase goods and services. When a salesperson conveys confidence in his/her company, product and service, it delivers subtle nonverbal cues to the consumer. That confidence, if perceived by the consumer, as aut
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