Feb 18, 2010 | Change, Management, Marketing, Sales
As publishing goes electronic, and the hype about the Ipad, Kindle, and other reader technologies, evolves, and drives behavior changes, publishers need to consider how they are going to market, as most consumption of books is still generated by seeing it, physically in the bookstore. This is particularly true in the case of gifts, which is a very large part of the book market. As stores go out of business, how do publishers replace the awareness of a new book, the “feel” of it from the shelf, the pleasure of the interaction at point of purchase?
Amazons Kindle generally allows the first chapter to be downloaded before purchase, but will that be enough?
As in most other retail categories, the probable answer is that the generalist, mass market shops will decline radically in numbers, partly replaced by both specialist retailers who carry a depth of range of a particular genre, huge mega stores in cheap locations, and perhaps hole in the wall retailers with a printer/binder where you can order and print off the book, or part of the book wanted on the spot.
Whatever happens, the status quo has been busted wide open.
Feb 17, 2010 | Management, Operations, Sales
The gate keeper role is progressively becoming redundant as web tools evolve to offer many other avenues to get “inside” a prospective customer.
The most aggressive commercial gatekeepers have traditionally been in the acquisition roles, and finding ways to butter them up, or get around them consumes huge resources in many organsations selling B2B, and using the model successful last century, getting to know the purchasing manager, taking him to lunch, sending his kids a birthday card to show you care, and so on.
Nowadays, these people are almost redundant, the most they usually do is fill in the purchase order, and ensure delivery, they rarely now make the decision to buy yours, or the others.
The task now is to identify the decision maker, and market your product benefits to him/her, building the value of the benefits, by identifying what your product delivers in terms of three parameters:
- The sales benefit delivered.
- The cost benefit delivered
- The productivity benefit delivered.
If you are not delivering at least one of these three, preferably two, why would they waste their money buying from you.
Feb 14, 2010 | Change, Innovation, Management, Strategy
Much of what we read encourages us to experiment, test, and adopt and adapt the better ideas as they survive, and evolve. I am a great advocate of this approach, but the downside is that an apparent ad hoc mindset, a lack of planning discipline, may allow the basic performance measurement disciplines of to fall away.
It is another management paradox, you have to be flexible and agile or “loose” to succeed, but to succeed you must have “tight” management to ensure the choices made have the backing a data, and strategic fit, not just the result of somebody’s good idea when they woke up that morning.
Feb 10, 2010 | Change, Leadership, Management
Engaging a consultant usually means you have a problem that is deemed to require outside expertise.
This begs the question, “why would you engage someone who knows less about your business and its problems than you, to assist solving a problem?
The answer is simple, because the consultant knows less than you about the specifics, he/she is not constrained by the automatic assumptions that frame the way someone internal considers a problem, and is therefore able to ask questions free of the constraints of process, practice, and culture that develop in any organization. They are able to distinguish the wood from the trees because they do not wear the organization blinkers that internal people automatically assume.
Notice the emphasis on asking questions rather than giving answers?
A consultant who comes in and gives you answers should be shown the door, as he has just jumped to a conclusion on flimsy data. However, one who comes in and asks the difficult questions, ones that require a profound rethiknk of the status quo, is to be treasured. Such questions come from a breadth of experience in similar situations, and can lead to a solution that suits your organization by assisting you to come to the conclusions yourself through a process of helping you identify the impediments to the required outcome.
No consultant can know as much abnout your business as you, they just see it through different eyes, and from a less contrained perspective.
Feb 9, 2010 | Change, Management, OE, Operations, Sales
For a long time as a consultant, who has done a fair but of sales training in a B2B environment, I have fallen back on a foundation proposition made up of three parts.
When planning a sales strategy to sell a product that is not a cheap disposable commodity (like paper clips)to a customer, you can only really do three things:
- Assist the customer increase his sales
- Assist the customer reduce his costs
- Assist the customer increase the productivity of his assets.
If the product you are selling does not address at least one of these three parameters, why would someone buy from you?
Recently, undertaking an improvement exercise for a manufacturing client, it became clear the same three questions can be applied to any improvement process, not just sales.
If any activity, policy, assumption, or behavioral norm does not contribute to at least one of these three outcomes for your organization why are you still doing it? “How does that contribute to…..?” becomes a very powerful question.
Feb 7, 2010 | Branding, Management, Marketing
During the brand development process, to the extend that is it deliberate, most conversations are about the activities that supposedly drive the objective measures of success, sales, margins, market share, household penetration, and so on.
However, during qualitative research, brands take on human qualities, they are described using personal pronouns, they are young, old, male, female, a farmer, or a merchant banker, funny, quirky, reliable, and so on, but these responses are usually pushed aside, and minimised in order to give the spreadsheets some air.
Sitting in on many market and brand development conversations over the years, it is surprising how often we forget the human dimension, and the difference it makes to our activities, and priorities when we actively set out to describe the brand in human terms, and give the humanity of the brand a central place in our considerations.
