One day and one step at a time, every leader can drive positive change that has a lasting impact. Here are seven steps I recommend that you and your team take this month:
Deliver unexpected value to at least two customers. Everyone loves positive surprises.
Simplify at least one process, be it in selling, customer service, recruiting, or your back office. Simple is sustainable and often reduces labor intensity.
Give someone a positive nudge toward achieving slightly higher production levels. This is an act of belief, and people appreciate it when you believe in them.
Offer a new buyer several options for how they can buy from you. Buyers like having choices. Each option should offer escalating value for an escalating price.
Take a long, hard look at the bottom 15% of your customer base. These are often the customers who require more of your time and effort while giving you the lowest ROI for your efforts. Start planning now on how you’ll replace these customers with betters ones by the end of the year.
Unplug for an entire day or, even better, a few days. This will feel like a reboot for your body and brain, making you even more effective when you plug back in.
Pick one aspect of your skills to make one notch better each day. Use resources, such as my blog, for best practices and ideas for improvement.
Scott WintripSeven Actions in July – Simple Steps to Wow Customers, Improve Revenues, and Reduce Labor
Customers don’t buy candidate skills or experience; they benefit from what these individual ingredients will achieve for them (ROI). A clearer focus on telling a candidate’s story, especially their top accomplishments, shifts the conversation away from the typical battle over price and reframes it around ROI. This approach, called Front of the Box Marketing, doesn’t just attract buyers (which skill marketing sometimes achieves), it consistently increases margins by at least three or more points.
For example, a candidate who helped prevent a $4.5 million loss offers significant ROI potential for the next company that hires him. By leading with this accomplishment, he’s not only more attractive, the first impression is that he’s worth more to the buyer.
Contrast this with how Tara was recently marketed by the firm representing her. Tara’s featured attributes included her tenure and being responsible for “revamping a proprietary computer system in one of her previous positions.” This experience is pretty dull without the rest of the story – what that did for the company. I’m betting it either saved money, made money, improved efficiencies, or possibly all of these things. That’s the real lead story. This type of focus, used in marketing content and sales conversations, enables you to get buyers to focus more on ROI. They receive better value, candidates land better jobs and assignments, and you earn higher profits
Front of the Box Marketing combined with effective selling is like a tag team duo that pins the competition, making them irrelevant as a result of the attention you gain. Even Hulk Hogan sized competitors can’t win that battle.
Scott WintripWhy Skill Marketing Isn’t a Best Practice
Chasing deals and working closest to the money have been common practices for decades in selling…and they illustrate what is wrong with the profession. When salespeople chase deals and focus too much on making a buck, the buyer gets lost in the process. It’s little wonder that virtually no one likes to be on the receiving end of a sales pitch.
Stop chasing the money and start chasing mutual ROI (defined as the needs of all parties being met). When done right, the buyer gets what s/he needs (i.e., a product, service or something of value) and the seller gets what s/he needs (i.e., compensation, an account or something of value). Value is transferred to the customer and the salesperson and his or her company are equitably compensated since mutual ROI creates an equitable quid pro quo.
Everyone can win when salespeople go after the right thing.