What to do this Christmas
Don’t you just love the holidays? What is it about the season that transforms us to suddenly become more of the good people that we are or that we want to be?
If we were all just little pleasure-seeking organisms as “they†say we are – then wouldn’t the warm and fuzzy feeling and the incredible rush of giving and showing of gratitude be with us all year long? What happens that causes us to move away from this spirit with the chiming of the New Year?
Unfortunately, it seems that “life†happens to us. Perhaps it’s all the preparation, the making merry and finally the realization that the New Year is upon us and we get to start all over again.
Well, I say “Bah Humbug†to all of that. Last year I vowed to keep the holiday spirit with me all year long – not because I’m a sucker for seasonal sentiment – but because it’s just plain sound marketing and business strategy. And let me be the first to tell you that it’s paying off in droves. Yes – it’s paying off on my bottom line and even more importantly it’s paying off in building client relationships that are strong, trusting and loyal – and that, my friends is what keeps your value proposition fresh, current and competitors and pricing pressures at bay. Besides all of that, it has kept me relatively stress-free, happy and creative which gives my clients even more.
Soft Strategies That Lead to Hard Dollars
If the best designed computer is useless without well designed software. If the most beautiful and well sculpted body is nothing without the soul and personality that makes each of us likable and unique. Then why do we expect that our businesses will succeed solely on well crafted and implemented strategy?
It can’t and it won’t. If you don’t like, respect and value your employees and your customers – the best strategy in the world will not hide it and your strategy will fail. It’s like being a professional driver and neglecting your car – if you don’t give it gas, change it’s oil and keep it tuned up – it just won’t run – no matter HOW good a driver you are.
I work extensively with strategic marketing methods that you can use to increase the profitability of your business. But none of that means anything if you haven’t invested in the softer side of marketing strategy.
- Passion. This is the most critical component of your soft marketing strategy. Real passion is pervasive. Real passion is intuitively obvious to your employees and your customers. Real passion spawns new, creative and unique approaches that eliminate competitive threats and maintain your prices and your margins. If you have a passion – whatever it is – find ways to incorporate it into your marketing strategy. It will entice your ideal customer and increase your value to them. For example, an insurance agent who is passionate about hunting and boating specializes in those types of policies, a manufacturer who is passionate about humor and people uses its employees and grass-roots marketing to develop and sell their product. What’s your passion and how can you use it to differentiate yourself?
- Perspective. Given that you’ve incorporated your passion into your business – what perspective does that provide? Trust me, when you put your focus on HOW you want to work, you will see your business from a whole new perspective. You will identify new combinations of products and services that will better serve your customers. Where are you already spending your time? Make a list of all the products, services and benefits that you provide – whether or not you charge for them. Start by listing your favorite activities. You may find that you have “excess capacity†in how you spend your time. Ask yourself – how can I involve my customers in this activity? Which customers may benefit from this activity? Look for resources that you are not using to their full capacity; memberships to associations and clubs, internet services you are paying for but not using, personal activities that some of your clients might enjoy doing with you.
- Value. Always give MORE in value than you receive in compensation. Give your customers the impression of increase. Make them feel that by interacting with you they will ALWAYS get more. THIS DOES NOT MEAN LOW PRICE! Be generous. Be flexible. Make each decision from your customers’ point of view. Ask yourself, what can I do that will make my customers’ jaw drop. This is not some altruistic fluff. If you want to look at it from a purely strategic standpoint it builds reciprocity, indebtedness, loyalty and goodwill.
- Gratitude. Make it a point to show gratitude to your employees, colleagues, contacts, customers and suppliers. Create a system and a process that will communicate your sincere gratitude. Work your gratitude system with a vengeance and you will reap the benefits. Once again, this is one of those soft strategies that, if used consistently will pay dividends in referrals, satisfied and loyal customers.
Having said all of this, I want to take this opportunity to wish everyone a joyous, happy and prosperous Holiday Season and a fantastic New Year. I want to thank all of you for your thoughts, ideas and feedback that have helped me grow both personally and professionally.
