So many companies I meet aren’t getting the results they expect. The most common reason is a lack of clarity about (a) who they are, (b) what to communicate, and (c) how to accelerate sales. Correcting the problem enables a level of focus and efficiency that’s otherwise impossible to attain.
Here’s a three-step process to increase clarity in your business:
- A successful business begins with clear objectives, but that focus erodes over time as the mix of customer relationships evolves. To accelerate growth, resharpen the company’s current market positioning and gain alignment from your team. You’ll enhance their ability to evaluate potential growth initiatives, and the byproduct will be renewed energy and commitment.
- Based on the updated positioning, identify three key messages to communicate through all forms of marketing, including social media. This short list will quickly permeate everything written about your organization: web site, blog posts, sales presentations, tweets, analyst interviews, white papers, and articles. All interested parties – prospects, customers, employees, analysts, investors, press – will speak more clearly and forcefully about the company and its products and services.
- Once key messages are identified, develop five key sales qualifiers. Many organizations send salespeople into battle with shotguns instead of rifles. The result? Huge amounts of time are wasted on prospects who could have been eliminated early on. What seems like a tactical issue – qualifying statements for Sales – is often a strategic one. Armed with the right qualifying questions, Sales can quickly eliminate prospects that will never buy, thereby allowing them to spend most of their effort on promising prospects.
While creating this post, I received an unsolicited email from a current client who has used this process. “We have worked on several projects where we needed clarity and proper visual communication in areas of sales, marketing, business development and strategic corporate dealings” and he talks about how our work together has refocused the company.
Need a tuneup? Follow these three steps and lead your team to better execution!
Long-time friend Paul Gillin is an acknowledged expert on social media who has written several books on the subject. I highly recommend subscribing to his excellent blog and newsletter where he continually shares what he’s found through helping firms work out their social media strategies.
In my own busy end of the year, I overlooked a piece in one of his December newsletters until this morning. In it he summarized five important insights picked up at the Web 2.0 Summit in San Francisco:
- Make marketing a service to customers
- You need a mobile strategy, and faster than you probably thought
- Social is the killer app (surprised, right?)
- Simulations are a powerful incentive to engage
- Everything on the Web
Supporting point #2 he included these projections regarding the transition we’re making toward mobile devices supplanting notebooks as our primary platform:
What implications does this have for your business? Will mobile devices totally supplant notebooks? Not likely, any more than notebooks have made desktop PCs disappear. What we’re seeing is a proliferation of devices in multiple form factors, all driven by data accessible via internet, with the user interface being packaged applications in more cases and browsers in fewer instances:
“Google’s Eric Schmidt made an interesting point: smart phones are actually more useful than PCs because they know more about the user, including location, and can deliver a more personal level of utility. This doesn’t mean PCs are going away. Rather, the plunging price of flat-panel displays will make PCs more of a dashboard for a user’s business and entertainment needs. However, the browser will be only one of several ways people will access the Internet.”
For more information, check out “Five Lessons from the Web 2.0 Summit“!