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Social media marketing and fries: How McDonald's monitors social chatter for ... - Brafton

Social media marketing and fries: How McDonald's monitors social chatter for ... - Brafton | Corporate Social Business | Scoop.it
Brafton
Social media marketing and fries: How McDonald's monitors social chatter for ...
WendySoucie's insight:

Important note: McDonald's works with legal team to determine what comments to respond to. Got your lawyer on board?

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Corporate Social Business
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Q&A: Phillip Elliott builds logistics into social strategy - Denver Business Journal

Q&A: Phillip Elliott builds logistics into social strategy - Denver Business Journal | Corporate Social Business | Scoop.it
Q&A: Phillip Elliott builds logistics into social strategy Denver Business Journal If you're not sure how a business like manufacturing can utilize social media, look no further than the vice president of manufacturing operations at Littleton-based...
 
WendySoucie's insight:

It is nice to see that someone termed a social media Influencer is from the manufacturing sector. We just need more them.

 
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The Best Length for Every Online Content

The Best Length for Every Online Content | Corporate Social Business | Scoop.it
Solid research exists to show the value of writing, tweeting, and posting at certain lengths. We can learn a lot from scientific social media guidelines.

 

 
WendySoucie's insight:

Keeping this kind of measurement in your social media playbook would be helpful. Don't let it constrain your blogging and posting, rather use as guidelines and best practices for optimizing your best content. 

 

 
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Amazon's new comparative advantage gets physical - Columbia Daily Herald

Amazon's new comparative advantage gets physical - Columbia Daily Herald | Corporate Social Business | Scoop.it
Amazon's new comparative advantage gets physical Columbia Daily Herald Old-economy companies gained their competitive advantage from things such as intellectual property, brands, physical locations and economies of scale: General Motors could...
 
WendySoucie's insight:

Amazon's original advantages came from network, content and technology. Now it looks like the advantage will come from physical infrastructure as they supply more traditional services like delivery - drones - and physical locations to pick up and drop off.

 
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How to constantly improve your Facebook content strategy - Inside Facebook

How to constantly improve your Facebook content strategy - Inside Facebook | Corporate Social Business | Scoop.it
Inside Facebook
How to constantly improve your Facebook content strategy
Inside Facebook
I tend to judge businesses' social media efforts based on how much content optimization they are doing based on data.
WendySoucie's insight:

Understanding time of day to post in the B2B Industrial space is an interesting challenge. Do you think about your audience looking at your content while they are at work or in their downtime?

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Social Business: It Takes a Village | SXSWi and the ...

Social Business: It Takes a Village | SXSWi and the ... | Corporate Social Business | Scoop.it
Social Business: It Takes a Village. Six years ago, it was hard to grasp how 350,000 people in a company were using social media around the world. But I had heard so much from members of the Social Media Collective and ...
WendySoucie's insight:

I have always felt that SXSWi was never really for the global industrial laggard business in social. The tracks are too edgy, the software too new, and what do musicians and actors have to do with designing and building an hydraulic pump. This particular track and thought process introduced by Social Media Today, might cause me to at least try and attend the fall conference they mention

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It's official: Penn is Microsoft's new strategy person, Reller and Bates ...

It's official: Penn is Microsoft's new strategy person, Reller and Bates ... | Corporate Social Business | Scoop.it
Former Hillary Clinton hand (and Microsoft marketeer) Mark Penn is now chief strategy officer.
WendySoucie's insight:

It is always interesting to read about personnel changes at highly visible companies.

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Chief Marketers Eye CEO, COO Roles - AdAge.com

Chief Marketers Eye CEO, COO Roles AdAge.com CMOs, now almost universally viewed as the c-suite executive with the most customer insight, are assuming responsiblities well beyond core marketing and promotion activities, in addition to actively...
WendySoucie's insight:

About time for the CMO to really have a seat at the table.

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Upsetting the app cart: Asian messaging services challenge mobile order - The Star Online

Upsetting the app cart: Asian messaging services challenge mobile order - The Star Online | Corporate Social Business | Scoop.it
Upsetting the app cart: Asian messaging services challenge mobile order The Star Online Where these internet and telecoms giants once controlled the lucrative choke points of the industry, social messaging services are fast emerging as an...
WendySoucie's insight:

If you don't have responsive design in place for your website and other properties, then you surely will be eating dust as more and more shifts mobile.

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Social Media Strategy Review: Vaseline India - Business 2 Community

Social Media Strategy Review: Vaseline India - Business 2 Community | Corporate Social Business | Scoop.it
Social Media Strategy Review: Vaseline India
Business 2 Community
This review is a part of our 'Social Media Strategy Review' series where we do a 360 degree analysis of a brand's social media activity.
WendySoucie's insight:

Interesting how the review pulls out lack of consistency, lack of focus, and too promotional for the key points about why this Vaseline is failing in their India social outreach.

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The Strategy Behind CVS's No-Smoking Campaign - Businessweek

The Strategy Behind CVS's No-Smoking Campaign - Businessweek | Corporate Social Business | Scoop.it
The Strategy Behind CVS's No-Smoking Campaign
Businessweek
CVS (CVS) is kicking its cigarette habit, stubbing out a rich and addictive source of revenue in hopes of finding healthier returns elsewhere.
WendySoucie's insight:

I will jump on the band wagon to support the CVS decision. Since I have both a CVS and Walgrens within walking distance, I will increase my health by walking to CVS as my choice drug store.

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Forrester Study Shows B2B Ecommerce and Mobile a Must - Multichannel Merchant

Business 2 Community Forrester Study Shows B2B Ecommerce and Mobile a Must Multichannel Merchant A profound shift in customer behavior from offline to online channels is fundamentally changing the way in which B2B merchants interact with, sell...
WendySoucie's insight:

Mobile and online DIY have forever changed the way B2B business is done. What is your mobile strategy?

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Yahoo's 2014 news strategy: Tech, Tumblr, food, & lots of celebrities - VentureBeat

Yahoo's 2014 news strategy: Tech, Tumblr, food, & lots of celebrities - VentureBeat | Corporate Social Business | Scoop.it
Yahoo's 2014 news strategy: Tech, Tumblr, food, & lots of celebrities VentureBeat LAS VEGAS — After months of high-profile hirings, acquisition, and rumblings of change, Yahoo CEO Marissa Mayer laid out her entire strategy for resurrecting the...
WendySoucie's insight:

I don't use or follow Yahoo very much. I am actually upset that they bought Flickr. I am not impressed by the new strategy. Think I will just stay with Google. Clean and white.

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5 Hard Truths About Social Media for Businesses - Business 2 Community

5 Hard Truths About Social Media for Businesses - Business 2 Community | Corporate Social Business | Scoop.it
Business 2 Community
5 Hard Truths About Social Media for Businesses
Business 2 Community
There is an existing excess of inbound marketing techniques that online marketers can use to generate leads and reinvigorate sales.
WendySoucie's insight:

The learning curve, timing, writing good long content pieces and authority via Google are challenges we need to face as we work on b2b social strategy.

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Shipshape Social Strategy for B2B: Jonathan Wichmann Talks to Marketing ... - MarketingProfs.com (subscription)

Shipshape Social Strategy for B2B: Jonathan Wichmann Talks to Marketing ... - MarketingProfs.com (subscription) | Corporate Social Business | Scoop.it
MarketingProfs.com (subscription)
Shipshape Social Strategy for B2B: Jonathan Wichmann Talks to Marketing ...
 
WendySoucie's insight:

I have been following Maersk for a while and they do set the bar high for instagram for industrial B2B along with General Electric.

 
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Social Business For Real Work 3: The Company Meeting - Business 2 Community

Social Business For Real Work 3: The Company Meeting - Business 2 Community | Corporate Social Business | Scoop.it
Business 2 Community
Social Business For Real Work 3: The Company Meeting
Business 2 Community
An enterprise social network can host an online, interactive, asynchronous meeting.
 
WendySoucie's insight:

I believe this is a great alternative to regular meetings especially those including a global audience. It is challenging to find suitable times for everyone, so this clearly allows everyone to weigh in and provide their voice while still getting sleep.

 
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Facebook Levers, Social Business, And The Fate Of Earned Media |

Facebook Levers, Social Business, And The Fate Of Earned Media | | Corporate Social Business | Scoop.it
How brands treating Facebook like paid media brought about the death of organic reach.
 
WendySoucie's insight:

B2B Industrial manufacturers, late bloomers in social media for the most part, are another group hit hard by this new model. With technical products and small narrow target audiences to start, I suggest they not get caught up in the FaceBook frenzy in the first place. Stick with LinkedIn and develop a helpful blog. Your entry point in Facebook otherwise will likely mean pay to get likes + pay to play. Even the big boys won’t like the marketing spend there.add your insight...

 
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6 Facts About Content Curation and SEO You May Not Know

6 Facts About Content Curation and SEO You May Not Know | Corporate Social Business | Scoop.it
If you struggle with providing a steady stream of fresh, relevant content for your website, you’re not alone. Perhaps one of the best ways to overcome this challenge, while also increasing the value you provide to your audience, is through the process of editorialized content curation.

But while we know that this process (when done right) is beneficial in terms of driving traffic, extending reach and providing interesting and valuable content, what does Google think about content curation? Continue reading →
WendySoucie's insight:

This recent testing is interesting. And I think shows that a balanced approach to original versus curation can be part of a content strategy. I have a few challenges however when you consider a B2B industrial diversified manufacturer. When your company is made up of 150 division each making a different but related product in 9 technology areas, how do you set the criteria for curation and not make the mistake of bringing in a competitor. On top of that, a company with 60K employees has lots of thought leaders who always say they could generate the content you need as original, so refuse to allow curation, but never really deliver.

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Using 'Big Data' to deliver a competitive advantage - Plant Engineering

Using 'Big Data' to deliver a competitive advantage - Plant Engineering | Corporate Social Business | Scoop.it
Using 'Big Data' to deliver a competitive advantage
Plant Engineering
The digital revolution, globalization, and market forces are upending the manufacturing industry, causing manufacturers to face unprecedented challenges.
WendySoucie's insight:

Five ways for industrial manufacturers to play the big data game for efficiency improvement to win over the competition.

 

Integrated data collectionCorrelation with timeSelective storage techniquesManage interpolationsMultiple levels
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Not Seven of Nine – Eight of Nine! - Social Media to Social Business

Not Seven of Nine – Eight of Nine! - Social Media to Social Business | Corporate Social Business | Scoop.it
Back in 2011, I told you about my trip to Germany and what I learned about German companies adopting social business principles at great rate, companies like Bayer and Sennheiser. Even GAD as on stage to tell their Social ...
WendySoucie's insight:

Make sure you consider IBM in your social journey. Read the PDF summary from IBM

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Engineering Serendipity Into Innovation - Wired

Engineering Serendipity Into Innovation - Wired | Corporate Social Business | Scoop.it
Engineering Serendipity Into Innovation Wired For example, although it is beneficial to digitize the front office to improve customer experience, in many industries, companies could gain more from digitizing the back office rather than the front...
WendySoucie's insight:

"...Companies can maximize the probability of accidental innovation through deliberate, repeatable processes." Great statement.  Organizations who can operationalize and integrate into their culture will be the winners in this race.

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5 (Relatively Simple) Steps To B2B Social Media Marketing Success ...

5 (Relatively Simple) Steps To B2B Social Media Marketing Success ... | Corporate Social Business | Scoop.it
It's tempting to dive head first right into social, but it's important to take the time to think about your strategic goals, objectives, strategies, and tactics. Once you define your overall social media marketing goals (e.g.
WendySoucie's insight:

Great tips including the link to the social media policy tool that can really help a company get started. I hope they also create a commenting policy tool.

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The Astronaut, the Rock Star, and Your Content Strategy ...

The Astronaut, the Rock Star, and Your Content Strategy ... | Corporate Social Business | Scoop.it
The Astronaut, the Rock Star, and Your Content Strategy. Chris Hadfield juggling tomatoes. 20 million views … and counting. I remember the first time I saw it. Canadian astronaut Chris Hadfield, then commander of the ...
WendySoucie's insight:

We could all use help in wordsmithing our updates and messaging. Answering the key list of questions is a start.

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11 Vital Points Of A Social Media Marketing Plan - Business 2 Community

11 Vital Points Of A Social Media Marketing Plan - Business 2 Community | Corporate Social Business | Scoop.it
IBNLive
11 Vital Points Of A Social Media Marketing Plan
Business 2 Community
2. The Target Market. It is the job of a social media marketer to come up with strategies that will make the brand become known and recognized among the target consumers.
WendySoucie's insight:

Point 3 is an echo of why it is so difficult to outsource your social business initiative. Your community manager really needs to know everything about the product or service they are promoting online. If you are a diversified company, that may mean several community managers.

That’s why it is the product/service itself that becomes the ultimate marketing draw. The social media marketer needs to know everything about the product or service they are promoting online. It’s more than about being able to answer questions about the features and nuances of the product/service. If marketers truly know what they are promoting, along with the knowledge of who their target market is, they will be able to figure out how to be effective at social media marketing.
Read more at http://www.business2community.com/social-media/11-vital-points-social-media-marketing-plan-0763755#jbDLHIVWpfbYZGs9.99That’s why it is the product/service itself that becomes the ultimate marketing draw. The social media marketer needs to know everything about the product or service they are promoting online. It’s more than about being able to answer questions about the features and nuances of the product/service. If marketers truly know what they are promoting, along with the knowledge of who their target market is, they will be able to figure out how to be effective at social media marketing.
Read more at http://www.business2community.com/social-media/11-vital-points-social-media-marketing-plan-0763755#jbDLHIVWpfbYZGs9.99That’s why it is the product/service itself that becomes the ultimate marketing draw. The social media marketer needs to know everything about the product or service they are promoting online. It’s more than about being able to answer questions about the features and nuances of the product/service. If marketers truly know what they are promoting, along with the knowledge of who their target market is, they will be able to figure out how to be effective at social media marketing.
Read more at http://www.business2community.com/social-media/11-vital-points-social-media-marketing-plan-0763755#jbDLHIVWpfbYZGs9.99That’s why it is the product/service itself that becomes the ultimate marketing draw. The social media marketer needs to know everything about the product or service they are promoting online. It’s more than about being able to answer questions about the features and nuances of the product/service. If marketers truly know what they are promoting, along with the knowledge of who their target market is, they will be able to figure out how to be effective at social media marketing.
Read more at http://www.business2community.com/social-media/11-vital-points-social-media-marketing-plan-0763755#jbDLHIVWpfbYZGs9.99
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How Do You Identify Your Client’s Agenda?

How Do You Identify Your Client’s Agenda? | Corporate Social Business | Scoop.it
With all the marketing messages you see and hear every day, what stands out for you? Uncover your client's agenda to build better connections starting today
WendySoucie's insight:

Ask yourself these questions in your sales and marketing journey and you might find yourself with better results: Does your product or service impact your clients life? Does your product or service support what they already believe? Does the product or service support their agenda? Tripp Braden suggests aligning with your customer's agenda better will improve your business with them. What do you think?

« To Get Your Foot in the Door, Use a Wedge.How Do You Identify Your Client’s Agenda?Published January 15, 2014 | By Tripp Braden3
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What’s On Your Client’s Agenda?

How do you stand out from the crowd when marketing your products and services? With all the marketing messages you see and hear every day, what stands out for you, what gets you to take action on something you hear today? I bet if you’re like me, you respond to messages that move you to where you want to go.Your clients want a message that is focused exclusively on their unique needs, hopes, and dreams. Over 70 years ago, Robert Collier shared in his seminal book on writing sales letters that you must enter your potential customer’s mind where the conversation is.  You have to meet the customer where he is, not where you are. It applies in marketing, as well as professional sales. If you can piggyback your solution to their agenda there is a good chance you get the business.

Over the years, the word agenda has taken on a negative meaning for most people in business.  It’s probably because many poor sales people have not learned how to understand what their clients are trying to achieve when buying their products and services.  If you hope to stand out from the crowd, you must be able to get on your client’s side of the table, and the earlier, the better. You must become an expert at uncovering the client’s agenda during your sales process.

It’s fascinating to me with all the information available to us as sales and marketing professionals, we spend so little time really understanding our client’s motivations or agenda. I know several sales professionals who can tell me all the results that I can get from their services, but can’t tell me why their best clients bought their products. Many times, it’s not the reasons the sales people thought.

Here are several ideas about understanding your client’s agenda to help you become more effective at influencing others. If you answer the following questions before you approach your clients and you may be surprised how different people treat you when you call.

Is your product relevant to your audience? Does it help them achieve their goals? Does it help support their personal or professional agenda? If yes, you’re going to be on your way. If no, your sales challenge increases geometrically.

Does your product or service have an impact on your client’s life?  When you respond to an offer quickly, it’s because you feel it will impact your life. Your agenda at the beginning is to get the results faster and with higher quality than you might think possible. If it’s cheaper, that’s OK, but if something helps you make the impact you want, you’re comfortable paying a higher price.

Does your product or service support what they already believe? I had a very successful mentor tell me that people can rarely try something more than 10% new. When we talk about new technologies, they are some new things based on proven technology. For many years, IBM has made it a point to make clients feel there was little risk involved in the solutions they provided.  If you’re able to match up with the client’s expectations of your product, you are likely to succeed in moving forward as their provider for your services.  If you can learn their expectations, you can share how you support their agenda.

Don’t believe me?  Think about your last major purchase.  Why did you buy it? Was it a fact based decision? I bet it was because it helped you achieve something you wanted.  It helped you forward your agenda.

When people choose to work with you because you are supporting their agenda, they are likely to give you expert status in what you do for them. People want to know they have someone who specializes in what they do. Many smaller businesses struggle to get traction because they are unwilling to walk away from being a generalist. I can’t tell you how many entrepreneurs share that they want an expert to help solve a particular problem or challenge, but all they can find are generalists.  It’s interesting because as you get more intimately involved in their agenda, the more likely they ask you questions about other areas of expertise your organization possesses.

If you take the time to understand your client’s personal and professional agendas, you move to the top 10% of the companies in your business. In many cases, that can still be a highly competitive position in the market.  If you want to move to the very top of your field, you need to help your best clients co-create their agenda moving forward. On next week, I share several ideas that can help you create an extraordinary partnership with your clients by helping them create the future they want through working with you.  See you then.

About the Author

Tripp Braden’s corporate clients include many of the world’s most financially successful brands, and his partnerships have generated tens of millions of dollars of sales and profits. He has also been involved in over 70 mergers and acquisitions in his career. He works with a small group of select clients focused on growing the value of their business starting at 20 percent per year and going up from there. If your business is between ten and $250 million in annual sales, and you’re interested in learning more about how to grow its value 20 percent or more in the next twelve months call him for a confidential conversation.

Tripp Braden – who has written 1432 posts on Market Leadership Journal.

    

 

 Posted in Business Growth, Business Leadership, Partnerships | Tagged brand leadership, business development, Business Strategies, CEO, How Do You Identify Your Client’s Agenda?, how to grow your business, How to increase your sales success, increase profits, increase sales, market leadership, market leadership journal, marketing strategies, Tripp BradenLeave a Reply

You must be logged in to post a comment.

- See more at: http://www.marketleadership.net/whats-clients-agenda/#sthash.0qpWH21n.OpOeUM6R.dpuf«; To Get Your Foot in the Door, Use a Wedge.How Do You Identify Your Client’s Agenda?Published January 15, 2014 | By Tripp Braden3
inShare
 

What’s On Your Client’s Agenda?

How do you stand out from the crowd when marketing your products and services? With all the marketing messages you see and hear every day, what stands out for you, what gets you to take action on something you hear today? I bet if you’re like me, you respond to messages that move you to where you want to go.Your clients want a message that is focused exclusively on their unique needs, hopes, and dreams. Over 70 years ago, Robert Collier shared in his seminal book on writing sales letters that you must enter your potential customer’s mind where the conversation is.  You have to meet the customer where he is, not where you are. It applies in marketing, as well as professional sales. If you can piggyback your solution to their agenda there is a good chance you get the business.

Over the years, the word agenda has taken on a negative meaning for most people in business.  It’s probably because many poor sales people have not learned how to understand what their clients are trying to achieve when buying their products and services.  If you hope to stand out from the crowd, you must be able to get on your client’s side of the table, and the earlier, the better. You must become an expert at uncovering the client’s agenda during your sales process.

It’s fascinating to me with all the information available to us as sales and marketing professionals, we spend so little time really understanding our client’s motivations or agenda. I know several sales professionals who can tell me all the results that I can get from their services, but can’t tell me why their best clients bought their products. Many times, it’s not the reasons the sales people thought.

Here are several ideas about understanding your client’s agenda to help you become more effective at influencing others. If you answer the following questions before you approach your clients and you may be surprised how different people treat you when you call.

Is your product relevant to your audience? Does it help them achieve their goals? Does it help support their personal or professional agenda? If yes, you’re going to be on your way. If no, your sales challenge increases geometrically.

Does your product or service have an impact on your client’s life?  When you respond to an offer quickly, it’s because you feel it will impact your life. Your agenda at the beginning is to get the results faster and with higher quality than you might think possible. If it’s cheaper, that’s OK, but if something helps you make the impact you want, you’re comfortable paying a higher price.

Does your product or service support what they already believe? I had a very successful mentor tell me that people can rarely try something more than 10% new. When we talk about new technologies, they are some new things based on proven technology. For many years, IBM has made it a point to make clients feel there was little risk involved in the solutions they provided.  If you’re able to match up with the client’s expectations of your product, you are likely to succeed in moving forward as their provider for your services.  If you can learn their expectations, you can share how you support their agenda.

Don’t believe me?  Think about your last major purchase.  Why did you buy it? Was it a fact based decision? I bet it was because it helped you achieve something you wanted.  It helped you forward your agenda.

When people choose to work with you because you are supporting their agenda, they are likely to give you expert status in what you do for them. People want to know they have someone who specializes in what they do. Many smaller businesses struggle to get traction because they are unwilling to walk away from being a generalist. I can’t tell you how many entrepreneurs share that they want an expert to help solve a particular problem or challenge, but all they can find are generalists.  It’s interesting because as you get more intimately involved in their agenda, the more likely they ask you questions about other areas of expertise your organization possesses.

If you take the time to understand your client’s personal and professional agendas, you move to the top 10% of the companies in your business. In many cases, that can still be a highly competitive position in the market.  If you want to move to the very top of your field, you need to help your best clients co-create their agenda moving forward. On next week, I share several ideas that can help you create an extraordinary partnership with your clients by helping them create the future they want through working with you.  See you then.

About the Author

Tripp Braden’s corporate clients include many of the world’s most financially successful brands, and his partnerships have generated tens of millions of dollars of sales and profits. He has also been involved in over 70 mergers and acquisitions in his career. He works with a small group of select clients focused on growing the value of their business starting at 20 percent per year and going up from there. If your business is between ten and $250 million in annual sales, and you’re interested in learning more about how to grow its value 20 percent or more in the next twelve months call him for a confidential conversation.

Tripp Braden – who has written 1432 posts on Market Leadership Journal.

    

 

 Posted in Business Growth, Business Leadership, Partnerships | Tagged brand leadership, business development, Business Strategies, CEO, How Do You Identify Your Client’s Agenda?, how to grow your business, How to increase your sales success, increase profits, increase sales, market leadership, market leadership journal, marketing strategies, Tripp BradenLeave a Reply

You must be logged in to post a comment.

- See more at: http://www.marketleadership.net/whats-clients-agenda/#sthash.0qpWH21n.OpOeUM6R.dpuf«; To Get Your Foot in the Door, Use a Wedge.How Do You Identify Your Client’s Agenda?Published January 15, 2014 | By Tripp Braden3
inShare
 

What’s On Your Client’s Agenda?

How do you stand out from the crowd when marketing your products and services? With all the marketing messages you see and hear every day, what stands out for you, what gets you to take action on something you hear today? I bet if you’re like me, you respond to messages that move you to where you want to go.Your clients want a message that is focused exclusively on their unique needs, hopes, and dreams. Over 70 years ago, Robert Collier shared in his seminal book on writing sales letters that you must enter your potential customer’s mind where the conversation is.  You have to meet the customer where he is, not where you are. It applies in marketing, as well as professional sales. If you can piggyback your solution to their agenda there is a good chance you get the business.

Over the years, the word agenda has taken on a negative meaning for most people in business.  It’s probably because many poor sales people have not learned how to understand what their clients are trying to achieve when buying their products and services.  If you hope to stand out from the crowd, you must be able to get on your client’s side of the table, and the earlier, the better. You must become an expert at uncovering the client’s agenda during your sales process.

It’s fascinating to me with all the information available to us as sales and marketing professionals, we spend so little time really understanding our client’s motivations or agenda. I know several sales professionals who can tell me all the results that I can get from their services, but can’t tell me why their best clients bought their products. Many times, it’s not the reasons the sales people thought.

Here are several ideas about understanding your client’s agenda to help you become more effective at influencing others. If you answer the following questions before you approach your clients and you may be surprised how different people treat you when you call.

Is your product relevant to your audience? Does it help them achieve their goals? Does it help support their personal or professional agenda? If yes, you’re going to be on your way. If no, your sales challenge increases geometrically.

Does your product or service have an impact on your client’s life?  When you respond to an offer quickly, it’s because you feel it will impact your life. Your agenda at the beginning is to get the results faster and with higher quality than you might think possible. If it’s cheaper, that’s OK, but if something helps you make the impact you want, you’re comfortable paying a higher price.

Does your product or service support what they already believe? I had a very successful mentor tell me that people can rarely try something more than 10% new. When we talk about new technologies, they are some new things based on proven technology. For many years, IBM has made it a point to make clients feel there was little risk involved in the solutions they provided.  If you’re able to match up with the client’s expectations of your product, you are likely to succeed in moving forward as their provider for your services.  If you can learn their expectations, you can share how you support their agenda.

Don’t believe me?  Think about your last major purchase.  Why did you buy it? Was it a fact based decision? I bet it was because it helped you achieve something you wanted.  It helped you forward your agenda.

When people choose to work with you because you are supporting their agenda, they are likely to give you expert status in what you do for them. People want to know they have someone who specializes in what they do. Many smaller businesses struggle to get traction because they are unwilling to walk away from being a generalist. I can’t tell you how many entrepreneurs share that they want an expert to help solve a particular problem or challenge, but all they can find are generalists.  It’s interesting because as you get more intimately involved in their agenda, the more likely they ask you questions about other areas of expertise your organization possesses.

If you take the time to understand your client’s personal and professional agendas, you move to the top 10% of the companies in your business. In many cases, that can still be a highly competitive position in the market.  If you want to move to the very top of your field, you need to help your best clients co-create their agenda moving forward. On next week, I share several ideas that can help you create an extraordinary partnership with your clients by helping them create the future they want through working with you.  See you then.

About the Author

Tripp Braden’s corporate clients include many of the world’s most financially successful brands, and his partnerships have generated tens of millions of dollars of sales and profits. He has also been involved in over 70 mergers and acquisitions in his career. He works with a small group of select clients focused on growing the value of their business starting at 20 percent per year and going up from there. If your business is between ten and $250 million in annual sales, and you’re interested in learning more about how to grow its value 20 percent or more in the next twelve months call him for a confidential conversation.

Tripp Braden – who has written 1432 posts on Market Leadership Journal.

    

 

 Posted in Business Growth, Business Leadership, Partnerships | Tagged brand leadership, business development, Business Strategies, CEO, How Do You Identify Your Client’s Agenda?, how to grow your business, How to increase your sales success, increase profits, increase sales, market leadership, market leadership journal, marketing strategies, Tripp BradenLeave a Reply

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