Professional Development , , , , Leave a comment

One Sentence Team Building

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The ability to harness the energy, creativity and productivity derived from group collaboration—-teamwork—-is a defining characteristic of good leadership. The best leaders have learned how to guide and inspire their teams, learned how to both challenge and support them. They know how to rally the team to deliver exceptional results and achieve mission critical goals that move organizations to greatness.

Effective leaders know that becoming a trusted and supportive resource for their teams is fundamental to achieving excellence. The best leaders demonstrate their commitment to the team by enabling the group to deliver results that meet or exceed expectations.. In their interactions with team members, the best leaders may make a simple but profound appeal to their team members with the question , “What can I do to help?”

This innocuous and disarming question is surprisingly powerful. When a leader asks this question, s/he opens the door to a teamwork culture that introduces a mentoring aspect to team building. With this question, the leader offers opportunities for confidence, trust and relationship-building that are often overlooked benefits of team building and often unacknowledged ingredients of a team’s success.

Unfortunately, the trite statements typically made by team leaders to express a willingness to advise team members who may be, at some point during the project assignment, uncertain about how best to proceed, often do not motivate team members to step forward with questions. How many times have you heard leaders insist that their “door is always open?” While no doubt spoken with good intentions, this statement often fails to encourage requests for help. Neither does it invite team member suggestions that may increase productivity or enhance results. Leaders who understand and fully inhabit their responsibility to the team know to be more emphatic in their outreach. They ask how they can help.

Communicate value, drive results

Ask the question during one2one meetings or project update check-ins. You’ll soon realize that knowing they are supported and valued greatly reassures your team members. You’ll be pleased to discover that members of your team will not only be comfortable discussing their questions, but might also share their thoughts on how to improve the results of project deliverables.

“Just ask” statements don’t feel real. A more direct and specific offer of assistance breaks down barriers and creates a safe space where team members can drop their guard. Team leaders may eventually realize that the silence that resulted when a general “just ask” offer didn’t mean that team members would not have welcomed opportunities to talk; it’s more likely that they weren’t sure how to ask for it, or worried that they might look less than smart if they did.

Asking “What can I do to help?” not only benefits team members lucky enough to be asked the question; leaders who are insightful enough to ask also benefit. Choose to extend yourself to your team and you’ll be rewarded with the recognition of the value you bring to your team and, by extension, your client. How powerfully affirming it is when the members of the client teams you expertly lead spread the word about how rewarding it was to work with you. Exceeding expectations and creating a satisfying project experience is everything you aspire to achieve.

Reward initiative

Be aware that more frequently than some realize, there may also be team member or two looking to receive support for contributing an outside-the-box idea to the project. Smart leaders are always willing to hear the ideas that team members would like to share. Some novel ideas may be feasible and others may not, but it’s important to welcome initiative and creativity.

Leaders who habitually refuse to consider unexpected methods or perspectives, who don’t reward a team member’s passion for giving the best of him/herself to the work, will eventually see that suggestions of useful ideas, along with the commitment and focus that created them, will cease. Team members who have no incentive to bring the best of themselves eventually pull back. They resign themselves to operate as mere functionaries, a waste of precious human capital.

By welcoming creativity, curiosity, diligence, attention to detail and basic pride in one’s work, high-functioning team leaders nurture an environment where useful ideas, perhaps unexpected, are allowed to surface and impact productivity and performance for the good.

Thanks for reading,

Kim

Image: The Bad News Bears (1976) starring Walter Matthau (center left) and Tatum O’Neal (#11)

Business Strategy , Leave a comment

How Does Your Garden Grow?

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Sales at your business venture have finally taken off and it looks like you’ve created a winner—-fantastic! Because you’re ambitious, you’re already thinking about how to capitalize on your success. You’re looking to grow because sustainable growth is the key to maintaining a thriving businesses. But let’s slow down for a minute and talk about how you might grow your venture? Business growth has different meanings and one or more paths can be taken to achieve it. What you’ll need to successfully grow your business is the right growth strategy.

As always, big decisions demand careful thought and you’d be wise to analyze the relevant business metrics and also the marketplace in which as you operate as you ponder the kind of growth you should pursue for your organization. The path to growing your business must fit your marketplace conditions, be acceptable to target customers and enable the venture to thrive within its competitive landscape.

Researching the state of your industry, local business conditions and your marketplace are among the steps you’ll take to assess growth possibilities for your venture. Analyzing your customer base and documenting the rate of its expansion over, say, the past 12-24 months is an obviously important step you’ll want to take, as is studying the pace of sales revenue. Information and insights you discover will shape the expectations and goals for growth and allow you to build a timeline and budget for your chosen growth strategy.

Your business growth plan should be attuned to specific areas of growth. For example, your research and analysis may lead you to conclude that revamping a couple of your B2B services could be expected to substantially increase sales revenue derived from a niche market that you have the credibility and resources to enter. Or maybe relationships that you’ve developed in another city will allow you to grow your client list / customer base by expanding to establish a beach head there.

In many ways, your primary task is to figure out why the business is successful. What market conditions exist or what competitive advantage have you created that enabled the business to thrive? The answer to that question will help you decide the growth strategy to follow. The following are strategies that you might pursue to grow your venture.

Market penetration strategy

Continuing to sell your current products and services to a greater number of customers and in that way scale up the volume of sales revenue derived from your current market. A market penetration strategy is a product market strategy where you achieve increased dominance in the market in which you currently operate. The company grows by increasing market share.

Market expansion strategy

Entering a new market where you sell current products and services. A market expansion strategy means you’ll plan to sell current products and services to a new customer demographic because you’ve maxxed out growth potential in the company’s current target customers. Being able to successfully follow a market expansion strategies you’ll first confirm that you have actually topped out on sales in the current configuration of your market.

Next, research potentially viable new markets, evaluate your ability to reach customers in that market and create a plan to launch. Brand development and customer acquisition will be key components in a market expansion growth strategy.

Product expansion

Launching a new product or service to sell in your current market. The ability to achieve growth for some businesses requires that the company needs to introduce a new product or service. Product development, that is, the creation of a new product/service, or the enhancement of an existing product/ service, enables the company to attract new customers and as it retains the existing customer groups.

Diversification

Launching new products or services to sell to a new market. Diversification can be a proactive way to avoid the fallout of an economic downturn. By offering different products and services, a company can lessen the negative impact of a recession. Pivot to survive.

For smaller organizations, what is technically known as horizontal diversification is most useful. The company will add new products or services to its current line. The products or services may be new, but they often have a similarity to the original product/ service. The company diversifies its line with a clever tweak that expands in a desirable way the options to the customer. You may add a refinement or some sort of updated (or pared down) option that appeals to shifting customer priorities and preferences.

Acquisition

Buying out or taking a controlling interest in another company. Acquisitions are usually only a viable growth strategy if you have excellent cash flow and a generous line of credit at the bank, or a group of deep-pocket investors available. If you have access to money, growing your business through an acquisition is the way to go. You can reduce competition by acquiring a direct competitors, for example. You can also obtain proprietary technology that confers to you a significant competitive advantage. Market share and customer share increase because you capture a new customer base.

To my American friends I wish a happy 4th of July! To everyone, thanks for reading,

Kim

Photo: © Kim Clark June 11, 2021. The James P. Kelleher Rose Garden in Boston’s Emerald Necklace

Marketing , , Leave a comment

Get Multi-Channel Marketing Right

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Much has been written in recent years to extol the virtues of multi-channel marketing. Business owners and marketing department leaders are urged to create a consistent, unified message/ story for their company and its products and services and blast that message to a broad range of media outlets and platforms, the better to reach as many target customers and prospects as possible.

That’s excellent advice as I see it, but there’s more for marketers to consider. The noise level in the 21st century marketplace is so overwhelming and calls for clearly defined strategy and execution plans if you expect to achieve the ROI you want. A one-size-fits-all mindset isn’t going to work.

Because storytelling and messaging are the heart and soul of marketing, a more precise and effective method of using multi-channel marketing is needed to fully realize your marketing objectives when communicating with various audiences through multiple marketing channels. To get the most out of your marketing campaigns, define the purpose of the message/ story you’re putting out to your niche audiences and understand the reach of every outlet and platform you intend to use.

For example, recognize that the purpose, message and platforms that are most suitable for PR/ brand promotion will differ somewhat from the promotional strategy you’ll follow when the objective is to drive sales, announce that you’ll speak at the Rotary Club next month, or grow your blog audience. Read on to get useful ideas on how you might approach some typical marketing agendas.

The objective is PR/branding

So you’re trying to persuade a media outlet to mention you in an article? Start by reading few issues or posts, so you’ll get a feel for the topics covered and know who writes articles about your subject of interest. Next, call and email the business editor and pitch your proposed story. Articles must have a story theme that could be of interest to readers. Popular themes, I’ve noticed, are wellness initiatives, participation in a community event that’s sponsored by a popular local charity and green/ environmentally supportive business practices.

Your objective to receive earned media exposure is to build your brand through name recognition and enhance your company reputation by publicizing the good work that you do. I’m sure you understand that singing the praises of your products and services would be the wrong message for this agenda and requires a different emphasis for your marketing message/ story.

The objective is selling

When selling is your focus, the marketing message/ story will speak to decision-makers and key stakeholders, including end-users. Addressing the most common and dramatic pain points for the use of your product or service and emphasizing the most desirable outcomes is a must.

Marketing messages expressed by way of content marketing such as case studies, a workshop you’ve presented, an article you’ve written, or a webinar or podcast in which you appeared can build trust and confidence by letting you showcase your know- how.

The marketing message/ story will paint a picture that helps prospective customers envision how the features and benefits of your product or service can efficiently address their purpose for using what you sell. Testimonials and on- line reviews also speak convincingly to decision-makers in this instance.

The objective is repeat business and referrals

Customer retention and referrals can be enhanced and encouraged when customers feel valued and part of something bigger than themselves—-a community. Social media is tailor- made for this aspect of your multi-channel marketing strategy.

If your customers skew younger, Tik Tok and SnapChat are ideal platforms for posting videos that make a memorable point in just 60 seconds—- a one minute movie! Twitter is great for posting updates, the platform you use to remind your audience that tomorrow at 4:00 PM they should tune in to your webinar or podcast. Facebook and Instagram are great places to tell stories with photos and longer videos. That’s where you give brand fans a behind-the-scenes look at you and your team and let people get to know you a bit.

Your customer retention and referral marketing message/ story will be subtly different from the PR and selling scenarios. Brand enhancement will incorporate your values and social responsibility but will also subtly reinforce the results achieved with your (first-rate and reliable) product or service, after- sale support and customer service, The story presented will be a feel-good, but you’ll want to embed a purpose and a gentle call-to-action. Come back to see us again and tell your friends!

Thanks for reading,

Kim

Image: An auctioneer in action at Sotheby’s in New York City.

Sales Leave a comment

Map Your Customer Journey

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By analyzing your customers’ behavior, Freelancers and other business owners and marketers come to understand their needs, priorities and concerns, a point that’s often noted in these posts, as regular readers know. When those responsible for marketing understand those factors, you are then able to create marketing and sales messages that speak with authority to your intended audience and also broadcast those messages through marketing channels that your typical buyers trust and follow.

Plus, an accurate understanding of customer behavior helps you to anticipate and deliver customer service and other post-sale needs more effectively, giving you a third benefit to take to the bank. The more familiar you become with the behaviors of your typical customers as they engage with your organization, the more business you will do with them.

Several metrics can give reliable insights into customer behavior and it’s a smart idea to examine all aspects that your data tracks. Today, we’ll examine what you’ll learn when you analyze how visitors to your website or social media accounts react to the customer journey you present to them. The point of this exercise is to figure out how to persuade more prospects to become customers.

From the first encounter with your organization, to digging in to research and compare your product or service to the competition and finally to making a decision to give you the sale, or not—-are you answering prospects’ questions or do they lose interest and abandon you? Where in the customer journey are the biggest drop-offs? How might you coax prospective customers to return to your site to research and evaluate your company’s products and services, so that they’ll realize your organization is capable, trustworthy and prepared to deliver solutions that solve problems and achieve goals?

The function we’ll study today is known as mapping the customer journey and it will be instructive. First, break down the steps that customers in decision-making mode will take, the through-line that begins with their first encounter with your organization and all the way to the sale. Every touch-point, or interaction, that happens along the way makes up the customer journey. There is a beginning, middle and end and interesting tidbits of information will be available for prospective customers at every stage.

Next, evaluate the persuasiveness of the information offered. Information at each stage must be chosen strategically, to help prospects trust and recognize the value of what they read, hear and see. You want them to buy, to become customers. Mapping your customer journey reveals how customers engage—or not—-with the content you’ve made available to them, as documented by your website analytics.

BTW, you’ll probably notice that the customer journey closely resembles a sales (or marketing) funnel. First encounters with your company correspond with the top of the funnel (TOFU). Visitors who are increasingly curious about your products or services will stick around to enter the middle stage, the mid-funnel (MOFU), as they venture beyond landing page info. Maybe they’ll read your blog or newsletter, or accept your offer of a free e-book? The most serious prospects, those who are finalizing their choice, are with you until the final stage of the customer journey, which is comparable to the bottom of the funnel (BOFU).

Early stage

As you’d guess, initial encounters with your organization are mostly filled with non-committal window-shoppers. Early stage potential prospects often cast a wide net. They may be in the process of confirming and defining the challenge or problem that must be resolved and they’re usually compiling a list of companies that offer what appears to be the most effective product or service at the best price. Maybe they’ll check you out on social media, too, and read the About Us page on your website.

Early Stage prospects may have discovered your organization through one of your marketing channels, by referral, or maybe in a personal encounter with you when you taught a class or participated in a webinar. Most early stage encounters do not lead to a sale. Some potential customers may not be certain that they’ll commit to a solution in the near term.

Middle stage

Expect window-shoppers to abandon here. This stage is a natural turning point in the customer journey because it’s moving toward commitment. Those who seriously research and evaluate your product or service advance to the Middle Stage of the customer journey because they have a goal or problem in front of them and they have to do something.

These folks are real prospects. They have a good idea of what they want and how they want it. They demonstrate their resolve by remaining on the customer journey, in search of detailed specifics that will rule you in, or out.

That means you have an excellent opportunity to demonstrate the unique, defining attributes of your product or service and communicate where using your offering is especially well-suited. Here is where you can really shine and build credibility and trust and convince prospects that you are The One. Your e-book, podcast or webinar appearance link, and/ or customer reviews can demonstrate your expertise, convey the respect that industry colleagues and customers have for you and build a strong case for your organization.

Final stage

Ideally, the customer journey you present will get you on the short list of companies that might effectively address your prospects’ needs and goals. You either inch closer to the sale and eventually win, or the prospect steps away to pursue another solution. Prospects in the Final Stage of the customer journey will either fish or cut bait, commit to a purchase and become your customer or tell you goodbye (or go silent).

Your task here is to make a very compelling and appealing last ditch pitch to win the sale. A powerful case study could be an effective deal-closer, as could a free upgrade (that costs little to provide) or, perhaps most of all, a personal appeal from you, in a telephone or videoconference call or a face2face meeting. Do whatever seems reasonable to cross the finish line and win your sale.

The moral of this story is, the more you know about the typical challenges and goals of your most frequent customers, the more adept you will become in developing content to communicate that your solutions are effective and your organization is dependable.

Your customer journey doesn’t end once you’ve welcomed and onboarded your new customer! After-sale and other types of customer service are, collectively, the communication that is essential to building and nurturing the best customer relationships. You will be wise to design an experience that encourages still more purchases, plus referrals, positive reviews and good word of mouth advertising.

Thanks for reading,

Kim

Image: Hannibal’s map to victory in the 2nd Punic War. Hannibal’s crossing of the Alps in 218 BC was one of the major events of the war and one of the most celebrated achievements of any military force in ancient warfare.

Marketing , , , , , Leave a comment

Get Noticed: Tactics to Spotlight Your Brand

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If you’ve been trying to increase the visibility (and in the process, credibility) of your brand and Freelance consulting business, you’ve probably realized that standing out against competitors is difficult to achieve. The noise level in the marketplace is deafening and big fish grab nearly all the PR. But all is not lost. There are a few smart moves that will help us little fish to make a splash. Below are a half-dozen mostly low-cost and often successful marketing tactics that you can consider and maybe enact over the next four quarters.

Get On a “Best of” list

PR pros love the fast pay-off and long-tail benefits that getting added to a “best of” list brings. Every business that’s won a “best-of” award over the last 5 years (or more) shouts it to the rooftops. The citation is placed above the fold on website and social media landing pages.

Investigate local or regional “best of” lists, especially those featured in popular or prestigious publications. Some choose candidates by an open nomination process. Touting your inclusion on a “best of” list is cat nip when promoting any other of your marketing tactics—-speaking at a business or professional associations, teaching a class, appearing as a panel speaker or moderator, becoming a guest blogger or a guest spot in a webinar or podcast.

A “best of” list is a great opportunity to be discovered by people who’ve probably never heard of you and your business. Receiving a “best of” award allows you to reach and attain instant credibility among a whole new group of potential customers. “Best of” list readers customarily browse list categories when they’re looking to do business, from finding the best ice cream parlor to the best five best business blogs in your area.

Now listen to this— if you are a contributor to a particular publication, with your publisher’s or editor’s approval, you can launch your own annual “best of” list! While you’re at it, you can also create an advertising campaign around it and make your editor or publisher twice as happy. Creating a “best of” list has the potential to facilitate building and sustaining relationships with ambitious movers and shakers and greatly expand your influence and credibility.

Enter a business award competition

This tactic has a not insignificant cost of time and money, but it’s often a reasonable avenue to pursue because there are more ways to win than you might think. Sponsoring organizations are typically generous with the number of awards and categories they choose to honor. More awards and more categories are an incentive for business owners and leaders to become contestants because there will be more opportunities to win.

Be advised that as with any marketing campaign, there are expenses involved. You’ll be required to join the sponsoring organization. You must pay the award entry fee for every award category that your company pursues—-best new product launch, business of the year, best workplace, social responsibility award and so on. You must buy one or more tickets to the ceremony (even when it’s virtual). The awards process could represent the entirety of your outfit’s annual marketing budget.

After compiling a draft list of possibilities, check the award entry criteria. It’s likely that candidates must join the organization in order to compete for an award and that will be your first expense. Annual dues may run from a few hundred dollars to $1000 or more, depending on the sponsor. Confirm also when new members will be eligible to compete for an award. Next, investigate other entry facts—-the entry application deadline, the fees and whether candidates must be nominated to compete for the award.

Be a podcast guest

There are dozens of podcasts popping up like wildflowers after a summer rain and every host is on the lookout for smart, savvy and entertaining guests. That can be you!

So how can you make that happen? Keyword search podcasters that cover topics you can address. Listen to a few episodes to get a feel for the host’s interview style, listening audience and guests. Instead of sending an email to make your pitch to the host, devise a personal and impactful appeal by creating a video or audio clip to present your proposal. Tell the host:

  • Topics you’d like to cover
  • Why you think podcast listeners will find the information relevant and the insights and benefits that will be derived
  • Elevator Pitch-style info about you to communicate your credibility—-expertise, experience, noteworthy clients and popularity—- you’ve written a book, your blog has 5000 followers, you’re a contributing writer for a respected publication, you’ve won a business award

Identify podcasts that maintain an online archive of episodes, to increase the long term accessibility of your appearance. As well, you should post the link of your podcast guest appearance on your website landing page and on the landing pages of your social media accounts. Because you’ll have the program link, you’ll add to some impressive, trust-building audio content that you can edit or serve up in its entirety.

Podcasts, whether you are the host or the guest, deliver numerous benefits to your brand and business. On the most basic level, it’s a networking and relationship opportunity for you and your host. As you negotiate your way through scheduling and topic selection, to say nothing of the interview itself, you and your host get to know one another and learn about one another’s capabilities. Potentially, a mutual referral source can ensue.

During the interview, podcast guests speak in depth about the product or service you provide, without becoming sales- y. You also describe the customers you usually sell to or work with and explain what motivates prospects to come to you and present a broad-brush overview of how you provide the solutions your customers need.

Communicate the story well and you’ll establish yourself as an industry expert, a thought leader who’s a cut above competitors. You’ll position yourself as a highly capable and dependable professional. You’ll build both brand awareness and brand trust.

Two final preparation steps for your podcast (or webinar) guest appearance will ensure communications. First, be certain that helpful technical equipment is in hand— you’ll need a decent microphone and headphones so that host, you and audience members can clearly hear one another.

Second, you’ll be expected to promote your guest spot and help your host to do so as well. Four weeks ahead of your appearance, post the podcast notice on your website and social media accounts. Help the host to promote and also introduce you to the listening audience and send a media kit three to six weeks in advance of the show.

Contribute articles

Since 2014, I’ve been a staff writer at Lioness Magazine , an online publication whose primarily female target readers (75%) are entrepreneurs, self- employed professionals and corporate or not-for-profit sector executives. How did I do it?

Starting in about 2012, once a week I posted a business how- to article on a large self- publishing website Ezine Articles. As luck would have it, the co- founder and Managing Editor of Lioness Magazine was using the site as a place to buy good content for the new magazine. There are perhaps 100,000 articles posted in the business category and by some miracle, my articles were discovered. After purchasing several of my articles from Ezine, the Managing Editor contacted me and asked to buy articles directly.

Building a solid online reputation is essential for your business (unless you are very well connected and don’t need it. I know such people). First, when prospective clients search you online, you want them to find good content. You present yourself to prospective clients as an expert and your articles are one persuasive way to back up that claim.

Second, the Google EAT algorithm (expertise, authority, trustworthiness) still impacts our SEO ranking in 2022. When you publish presumably useful, accurate articles on a regular basis, it’s a favorable act in the eyes of powerful opinion maKer Google.

Do you read business publications— local, regional , or national? If not, I recommend that you do. There is sometimes an appeal to recruit aspiring contributors. If you’re a reasonably competent writer, give it a try.

Speak (or moderate) on a panel

Appearing on a panel as either a speaker or moderator is a golden opportunity, a wonderful way to demonstrate your expertise and ability to think on your feet. Appearing on a panel is also a gateway to receiving featured and keynote speaking engagements. Seeking out programs where panel discussions are regularly featured is an excellent marketing strategy.

There is an art to panel discussions, whether you are the moderator or a speaker and if you want to be invited to participate a second time, make sure that you perform well the first time.

Make sure that you know the subject. You’re invited to join the panel to share your deep knowledge and experience and/or your intriguing and compelling perspectives regarding the subject matter. You are there to inform and enlighten the audience.

Donate to a charity auction

Many charitable organizations auction off products and services donated by local businesses to raise money at their annual fundraiser, which in most cases will draw a minimum of 100 supporters. If I might, I’ll apply the surprisingly accurate Pareto’s Principle here, commonly known as the 80/20 Rule, and predict that for every 100 guests at the charity’s fundraiser, 20 will be your prospects.

Much will depend upon your product or service line and B2C goods and services have the advantage. Research the online auction items available at any 501(C)3 fundraiser and get an idea of what bidders find interesting and what Development Directors tend to accept. You may be able to create a special service that you only offer through your charity auction marketing campaigns.

Contact the Development Office after you’ve checked the organization website to learn the approximate date of the next fundraiser and ensure that its mission aligns with your brand and values. If your in-kind donation receives a couple of auction bids, the organization may contact you to donate again next year.

Thanks for reading,

Kim

Image: © Slim Aarons/ Hulton Archive (1955) Paintings on sale at the Portobello Road Market, London

Administrative Leave a comment

Get the Most Out of Your Meetings

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The ability to run a good meeting signals to others that you are a competent professional and a good leader. An on-point, crisply presented meeting that has the right agenda, invites the right people and results in a list of actionable items, will confer to you great respect, if not admiration. Your meeting facilitation skills can help you win a client, a promotion, or a raise.

Is the meeting necessary?

Before you reserve meeting space and plan the agenda, ask yourself a big question—-might the information or result you’d like to obtain be accessed by way of, say, a 15 minute phone call or a couple of emails? In other words, before you call a meeting, remember that meetings are expensive; they cost time and money. If your objective can be met through e-mail, videoconference call, or even a one-on-one discussion, skip the meeting altogether and conserve valuable resources.

If holding a meeting emerges as the most effective way to share or obtain important information or provide a forum for a group discussion and consensus decision-making then by all means schedule a time, choose a format or place (virtual, in-person, or hybrid), plan an agenda and round up the stakeholders and decision-makers.

Determine objectives

A clear objective will set the tone for the meeting and determine its agenda. The desired outcome(s) should be specific and measurable. If you’re expecting attendees to brainstorm their way to a solution or course of action, ask them to arrive with a list of ideas.

Schedule strategically

Schedule meetings for a day and time when those you want to be in the room are most likely to attend. In most cases, scheduling Monday morning or Friday afternoon meetings is inadvisable. You want meeting participants to be fully present and not overwhelmed with the work week or daydreaming about weekend plans. I’ve learned that it’s helpful to contact the most influential participants on your proposed attendees list and confirm their availability for a potential meeting dates and times.

Invite decision-makers.

The most effective meetings involve stakeholders to ensure that:

1). The decisions made will be accepted and not challenged or voided.

2). Decisions can be made immediately and they’ll be implemented.

As noted above, confirm a couple of potential dates and times to ensure the presence of heavy- hitters who have the power to green-light. If a key decision-maker is unavailable, ask a subordinate to attend. Ideally, this person will be able to speak for their supervisor, and–at the very least–take notes and report back.

Prioritize agenda

To ensure that high priority objectives are met are fully discussed, address the most important issues first. That way, if someone needs to step away or leave the meeting early, you’ll still have accomplished that which is most urgent or time- sensitive.

Stick to the agenda.

The agenda is a roadmap that keeps everyone on topic, guides and maintains the meeting’s pace and flow and in that way enables the full examination and assessments that facilitates good decision-making. It helps it to adjourn on time, with the desired results in hand.

Furthermore, the agenda discourages off-topic conversations that sabotage the attainment of meeting objectives and participants’ time. If an unanticipated topic surfaces and is deemed relevant, the meeting convener should politely but firmly interrupt the conversation and suggest that since the matter is important it deserves another forum, which can be arranged. Alternatively, the topic can taken up at the conclusion of the meeting after the agenda items have been discussed.

Wrap up, follow-up

At the end of the meeting, the meeting convener should remind participants of any decisions and deadlines and clarify any follow-up action required. All meeting participants should understand exactly what is expected of them. Schedule any follow-up meetings immediately. Send meeting minutes to all participants and to stakeholders and decision-makers who were unable to attend (but you’d like to keep them apprised of important actions and decisions).

Thanks for reading,

Kim

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What the Elevator Pitch Must Do in 2022  

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Yet another pandemic-era reboot that everyone who earns a living would be wise to make is how you introduce your professional self to prospective clients, a potential new employer, or your colleagues and peers. In-person meetings and events are reappearing and your clients are returning to the office, maybe reluctantly and just a couple of days a week. There are advantages to getting back into the swing of things, but your face2face interaction skills may have become a little rusty from lack of use.

I recently attended a virtual meeting of about 15 people and since we didn’t really know each other, we were asked to introduce ourselves and say a little something about our professional background and current role—- in other words, everyone gave an Elevator Pitch. Most of us were a little flabby because that muscle hadn’t been flexed in many months.

But hitting the restart button and expecting your 2-fer Elevator Pitch/ self-introduction to slide off your tongue the way it did in January 2020 is magical thinking. Navigating life and business in the New Normal requires a skill set update.

Remember that the purpose of an Elevator Pitch is to facilitate the growth of your network and your business. In a good Elevator Pitch, you persuasively communicate your value proposition and help prospects understand what you can do for them. A well- worded pitch will express the purpose and usefulness of your business and make clear what sets it apart from alternatives offered by competitors.

Craft your Elevator Pitch to:

1). Capture the attention of prospects and entice them to devote valuable time to listening to you tell them why your product or service might interest them.

2). Help prospects see a possible role for your product or service in their organization.

The prospect

In-depth and continuously updated knowledge of your target customer groups is a given, so you’ll know who you’re selling to. What do you offer that they might need and value? How can your product or service help them to either achieve objectives or solve/ avoid problems? What might your prospects find worrisome in 2022 and how have they managed that challenge so far?

Taking a few moments to think about these questions will help steer your pitch in the right direction and lead to what you’d like prospects to remember about you and your business. The goal is to make your pitch powerful yet succinct, clearly articulating why prospective customers should choose you.

Your value

What are the unique attributes and selling points of your product or service? Understanding the value you deliver will bring to the forefront talking points that prospects want to hear. Keep your customers, competencies and your competitors in mind as you develop your value proposition. Your task is to recognize and articulate what differentiates your company and how you are uniquely positioned to more effectively, quickly, or inexpensively solve problems and help customers achieve objectives, as compared to the competition.

BTW, your main competitor is inertia. Doing nothing is a popular “solution” because it’s easy and people think they’re saving money. Can your pitch motivate listeners to become customers? Assess the response your pitch receives from different customer groups and make adjustments where necessary.

How you say it

Experts recommend that you limit your Elevator Pitch to about 30 seconds and 75 words. Ideally, your little story will be clear, concise and compelling. Fine tune the wording to ensure that you express your company’s (and your own) unique value proposition in uncomplicated language that resonates. The ideal pitch will also be adaptable and easily made longer or shorter to fit different contexts.

Do it well and you’ll make a memorable first impression on a potential client (or new employer). A good Elevator Pitch in your back pocket makes it easier to start conversations off on the right foot, with the ultimate goal of discovering or creating opportunities. The process needed to create your pitch will take not only time, but also face2face experiences before you get it the way you need it.

In 2022 and beyond, all sales and marketing messages must be digestible in mere seconds if you intend to hold a listener’s attention. Clearly and concisely roll out a maximum of three or four selling points known to intrigue prospective customers and become persuasive and memorable takeaways.

  • What you do

Identify the need for your product. Encourage your listener to become interested in your products and services. Show that there is demand for what you provide.

  • For whom you do it

Describe your product-market fit with a powerful sound-bite that sums up in a sentence or two the customers you usually work with and why they do business with you.

  • The value delivered

The listener is more likely to trust your solution when it’s presented as an easy-to-picture remedy that gets the job done. After you establish the need, briefly explain how or why your solution works, based on real-life examples.

When and where to pitch

To more consistently recognize circumstances when it would be appropriate to present your elevator pitch, train yourself to be hyper-aware of your surroundings and the people you meet. Opportunities to deliver your Elevator Pitch don’t always occur where and when we might expect. Do not overlook casual settings as places to meet and interact with potential customers or employers. A wedding you attend, a running group or book club you join, a summer holiday barbecue, or chatting in line at the grocery store can lead to a door-opening, satisfying or lucrative discovery.

Follow-up

Conclude your Elevator Pitch with a call-to-action when the listener shows an active interest in the use and outcomes of your products or services. Ask for a card and offer yours, so that everyone’s website and social media sites can be viewed. Better still, offer to send the link to a newsletter, podcast, blog post or other source that addresses the topic or questions that were raised. You’re looking to establish legitimacy and expertise, build a relationship that leads to trust and rake in some billable hours.

Thanks for reading,

Kim

Image: © Associated Press President John F. Kennedy visited Tirana, Albania while on a state visit to Europe June 23 – July 2, 1963.

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The Story of Your Presentation

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Human beings love a good story. Almost any topic will do. If the teller of the story communicates well, s/he will find an attentive audience, eager to be informed or entertained, shocked, surprised, moved by sentimental emotion and perhaps stirred to action. Our attraction to stories fuels our appetite for movies, plays and television shows.

Throughout history our leaders—kings, generals, politicians— have often been masterful storytellers. Thousands of years after the lives of game-changing leaders such as the Roman Emperor Julius Caesar and the Athenian statesman Pericles, we are still in awe of their bold, insightful and inspiring speeches. In fact, we consider exceptional public speaking ability—-storytelling—-to be a sign of capable leadership and a brand-enhancing skill. The ability to tell a story well, if only simply, is a proficiency that Freelancers and business leaders would be wise to develop.

The secret to becoming an effective public speaker is understanding the subtle but profound differences between delivering a presentation and telling a story. Maintaining awareness of those distinctions as you prepare to address your audience will help you connect with them and make them inclined to feel that your talk was relevant and memorable. Your audience may even be inspired to take action (if that is your purpose). Almost anyone can give a presentation but the most effective communicators are also storytellers and that’s what we’ll learn to do today.

Stories humanize and energize

Bullet points and logic are how you present facts and give a recognizable beginning, middle and end timeline arc to a presentation. A story is a connected series of events told in words and/or pictures. A story has a theme, attention-grabbing moments, a challenge, heroes, villains and a resolution. The content of a presentation, no matter how ably delivered is, sadly, often forgotten. The memory of a good story, however, can be long-lasting.

To be blunt, most business presentations are torture and we all know it. They rely heavily on slides filled with bullet points and numbers that make our eyes glaze over. The presenter reads the slides. The effect is brain-numbing.

The problem is that business executives don’t get that delivering a presentation is not only public speaking, but also a performance. A truly skilled speaker is also a storyteller and is not shy about looking to the entertainment world to level up public speaking skills.

To inject meaning and energy into your presentation, you must reveal to the audience its underlying message—-the story—-that the bullet points and numbers exist to communicate. In many cases, the story behind those terse statements you’ve bulleted (ouch!) and the intimidating Excel spreadsheet of numbers you copy/pasted to create your slides can be translated into a story that your audience wants to hear in three or four sentences, tops.

Telling that story is worth the effort. Telling the story is why you’ve been invited to speak. No one needs you to read slides to them, we can do that on our own. To become a first class public speaker, focus on crafting and communicating the story behind the slides, in words and pictures.

Every picture sells the story

Researchers have found that listeners typically remember about 10% of the points made in a talk if the information is presented with words alone but when images accompany words, listeners will retain 65% of the information. Therefore, including a selection of images to visually communicate pivotal aspects of your story is a must-do.

Directors of the television, plays and movies that we watch first read the script to find the story line they’ll tell. Next, they identify action and other key scenes and then they literally sketch those scenes on paper, mount them onto what are called storyboards and document the scenes they plan to show in the performance. You can do something similar as you prepare for your next talk. Public speaking pros who know there is a story to tell make sure to think through the elements of their content and put together an engrossing narrative to communicate that story.

  • Review the information that is necessary to share with the audience.
  • Decide what information should be included on the slides, as a bare bones framework of the story.
  • Choose images — graphs, charts, other images—- that visually communicate the story.
  • Write story notes, the narrative that will become your script, to link and integrate the three components of your talk. Edit well and get very familiar with your talking points.

Practice makes perfect

Most business execs merely page through their slides and pass it off as a presentation rehearsal. It’s common and I’ve often done it, but it’s not enough. Real storytellers rehearse out loud. They practice vocal delivery and experiment to find the right tone of voice, figure out the timing of pauses and modulate the pace of their speech, all to perfect the delivery and power of their story. They want the audience at the edge of their seats, anticipating what will happen next. Block out three days and devote at least two hours a day to rehearsing.

Finally, public speaking pros who appreciate the difference between a rote presentation and a riveting story will also conduct a walk-through rehearsal at the venue and will rehearse while using the delivery platform of their talk. If you’ll stand in front of an audience, rehearse standing up and anticipate your approach to audience eye contact. If you’ll deliver the talk virtually, rehearse sitting down and figure out how to position your device and the lighting. Public speaking stars are usually made and not born!

Thanks for reading,

Kim

Image: Kenneth Branagh (center) as Henry V (September 16, 1386 – August 31, 1422, monarch of England 1413-1422). Branagh directed and starred in the 1989 film based on the Shakespeare play written circa 1599.

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Build the Best Sales Funnel

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Shall we start with the most obvious question—- what is a sales funnel and why do you need one? Also known as the marketing funnel, it is the process a business uses to make its products, services and even the entity itself known to and trusted by potential customers. The purpose of the sales/ marketing funnel is to generate sales. To that end, the funnel process is built on a strategy designed to convert browsers into buyers.

The funnel can operate simultaneously on your website and social media platforms. It’s seeded with relevant and tempting information known as content that beckons to site browsers and convincingly demonstrates the efficacy and dependability of your organization and its products and services.

The content offered should become increasingly more specific and compelling so that browsers, who as they linger may be considered legitimate prospects, can deepen their understanding of your products and services. Content presented in the sales funnel should illustrate how your product or service can deliver solutions and help users (customers) achieve objectives. Using inbound and outbound marketing techniques will help you to more quickly build an efficient and successful sales funnel that delivers paying customers, the lifeblood of a business.

Inbound marketing

Reaching out to prospects and customers by creating and disseminating content they will likely value and trust is the purpose of inbound marketing. The strategy employs blog posts, social media posts, infographics, e-books, case studies, webinars, email updates and other information that will attract, educate and persuade prospects to take a chance on you. When inbound marketing functions well, your company will become visible to those interested in the topics the content addresses and some will be persuaded to investigate your products and/or services further and ultimately become customers.

Inbound marketing centers largely around prospects who’ve self-selected, opted-in, and for that reason the ROI is much higher than outbound marketing ROI. Inbound marketing tactics are usually either no-cost or low-cost to launch and maintain. The biggest cost of developing inbound marketing content is your time (and it’s worth money!).

The downside of inbound marketing is that it often operates at a snail’s pace. It can take months or years to build a robust email list of viable prospects who have the money and motive to do business with you and/ or make referrals. But you can grow your prospect outreach much faster when you pair inbound marketing with outbound marketing tactics.

Outbound marketing

Outbound marketing reaches out to the general public. It’s unsolicited, not highly targeted. Advertising of all types, cold calling and telemarketing, cold email campaigns (maybe you bought a list?), pay-per-click ads and public relations (earned media) that might result in quotes of yours or an article that you’ve written being published.

Winning or receiving a nomination for an award presented by a business or professional association, speaking or conducting a skills development workshop at a business or professional association, or becoming a sponsor of a popular local charity are also potentially effective public relations moves that often serve as components of an outbound marketing strategy. Writing a (probably self-published) book is another excellent outbound marketing tactic, one that confers great credibility.

OK. So now that you understand the recipe you can bake your (funnel!) cake. See directions below.

TOFU: Top of Funnel

  • Purpose: Name recognition

Social media posts, PR earned media

  • Purpose: Educate

Blog posts, infographics, newsletter, your published articles

Winning or receiving a nomination for a business award, teaching a class in your field of expertise at a college or business incubator, speaking engagements

MOFU: Middle of Funnel

  • Purpose: Evaluate

Podcast, webinar (i.e. videos), e-book

At this stage, collect a name and email address to facilitate follow-up, know who’s checking you out and build your email list.

BOFU: Bottom of Funnel

  • Purpose: Action/ decision

Customer testimonials, case studies, your book

Here’s the money shot. You’ve got a fish on the line and you want to reel it in. Time is money. Depending on what you’re selling, you might cross the finish line by offering a short free trial (maybe 7-14 days), a discount (maybe 10%), a free premium post-sale service upgrade for a couple of months—- what customer hot buttons can you speak to? A really good case study can also be helpful at this stage, to help the prospect envision more realistically how the product or service will deliver immediate and sustained benefits. A phone or video call is in order and a face2face meeting is even better. You’re ready to seal the deal!

Thanks for reading,

Kim

Image: © Brock Clay March 23, 2022 funnel cloud over Moscow, MS

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Course Correction: Tacking Through Headwinds

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When you decide to become a Freelance consultant or business owner, your mission is to build and launch a successful and sustainable entity. To that end, there will be Important Things you must do very well and a corresponding list of Big Mistakes you must avoid and summarily correct if you fall into the trap. Our old friend the SWOT Analysis (Strengths, Weaknesses, Opportunities & Threats) reminds us that when leading a venture there’s always something to analyze, fix, capitalize on, or avoid. Below is a list of usual suspects that can tank a business. Be on guard!

Failure to understand the customer

Apologies for hammering this topic in nearly every post, but it’s impossible to overstate the fact. If you plan to become self-employed or open a business (and you must make a plan, even if it’s an outline scrawled on a cocktail napkin), you must be assured that you:

1). Have an accurate description and understanding of the customer segments you expect to buy from you and

2). Verify that your choice of prospective customers has a need, if not compelling reasons, to buy your product or service at a volume that will sustain your venture. In short, you’ll need a critical mass of paying customers.

Failure to research the marketplace

First thing you do is research the chosen industry and confirm that your sector is on an upward slope because under no circumstances do you want to enter a shrinking market. Also, search for announcements of new products and services that will soon be released, to verify that a competitor will not make your product or service obsolete. Furthermore, search for updates that may reveal potential new customer groups for you, or shifting demand for current products and services. In other words, customer loyalty can wax or wane, new iterations and uses of what’s available can develop and nothing is static and forever.

Failure to choose a good business model

Create your roadmap for customer acquisition and achieving profitability. Included in your assessment will be how you’ll source, create and bring your goods or services to customers. Decide also the payment methods you’ll accept and when payment will be made (billing after the product or service has been delivered to the customer or payment when the goods are ordered?).

Failure to develop a coherent marketing strategy

It will be tremendously helpful to create a multi-prong marketing strategy in which you’ll outline basic promotional goals for what you’re selling—-sales/marketing funnel, newsletter, blog, social media, branding, PR, website messages. All paths must travel in the same direction. All elements , text and images, must advance and support the same story.

Failure to create an effective customer acquisition and retention strategy

Identifying the customer groups that you’ve confirmed are a natural fit for your products and services is only half the story (sorry!). You then need a plan to reach out to them— that’s what your marketing and brand appeal exist to do. The value of your products and services, plus the efficiency of how you deliver to the customer, along with your diligent quality control, customer service and post-sale support impact customer retention and referrals.

Failure to anticipate required cash-flow

Posts on March 15 and April 19 addressed pricing and cash-flow, as regular readers will recall. The objective is to lay the groundwork for generating sufficient revenue to pay expenses, pay employees, pay yourself and reinvest in the business. Timing is everything and money must be available when you need it most. If there are gaps, corrective action should be taken immediately.

If invoicing is how you generate revenue, take steps to invoice on time. Insert on every invoice a polite phrase to indicate that payment is due upon its receipt. Give yourself an infusion of cash by asking for 15-20 % up front on projects where you anticipate billing $1000 or more. Worse case scenario, you’ll have to take an under-the radar unglamorous part-time job or get lucky and score an adjunct teaching gig at a local college or business incubator (BTW, I’ve done all of the above).

Failure to price appropriately

Pricing is an integral component of the marketing strategy but it often gets treated as an afterthought. Your revenue projections will underperform if you don’t price appropriately. Prices must support profitability as well as be perceived as reasonable to prospective customers. They must reflect your brand, whether luxury/premium, mid-market or discount. Think carefully about the message that your prices send to prospective customers.

Thanks for reading,

Kim

Photograph: On the rocks, aftermath of a nor’easter at Lewis Wharf in Boston Harbor, October 17, 2019