The Process IS Working As Designed

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Process FlowHow many times have you been a victim of the process? As a customer, have you ever encountered an issue that makes absolutely no sense? And when you talk to the store manager they agree but tell you that unfortunately there’s nothing they can do to change the outcome.

In most cases, companies develop sound policies to improve efficiencies, increase profits and protect the business from liability claims and employee dishonesty/theft. Unfortunately, these same policies can prevent employees from making decisions on the spot to satisfy the needs or complaints of loyal customers.

Don’t get me wrong, without processes, my businesses would not run smoothly. In fact, I strongly believe that micro-management is the result of the lack of processes to ensure checks and balances for leaders to monitor. However, if processes are not evaluated and tweaked regularly, they may in fact be the reason for deflated employee morale, challenges with growth and increasing customer satisfaction.

Are you reinventing your business to focus on the customer and not just profit? Then I would suggest that you empower front line employees to make decisions when it comes to creating the ultimate customer experience and driving customer loyalty. You’ll find that losing a little profit on one sale to a loyal customer will only be a fraction of the gains you’ll receive through repeat purchases and referrals given by this customer.

HOPE IS a Strategy for Success!

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As a leader in business, I can’t tell you how many times I heard “HOPE is not a strategy” professed in meetings whenever someone was trying to articulate their plans to drive results. Many sales leaders made statements like, “I HOPE to increase my pipeline within the next couple months”, “I HOPE to increase sales in my market through XYZ processes”, “I HOPE to decrease turnover through training and support”. Inevitably, that person would get shot down with a rousing echo from our leadership team, “HOPE is not a strategy”.

I now have a different perspective as a small business owner and consultant. Here’s why. HOPE defined is the feeling that what is wanted can be had or that events will turn out for the best.  Without HOPE for success, would entrepreneurs pursue their dreams? Without HOPE for financial gains, would venture capitalists invest in startups?

Frankly, it’s my opinion that HOPE is the fuel that has driven small business development and growth while fear and lack of HOPE have driven failure and prevented ideas from launching.

At the core of any business strategy is the process of defining what outcomes you expect in the future and the critical inputs needed to drive these results. Therefore, one has to anticipate what can be and how events will turn out to establish their strategy. Sounds like HOPE to me.

How do you convert the energy of HOPE into processes and action plans? How do you fuel HOPE in your team to make it contagious? How do you make HOPE a core value for your organization?

Simply put, HOPE IS a strategy for success when you Help Others Perform Exceptionally. Invest in development for your team and reap the return. My good friend, Pat Reardon, a dynamic trainer with Advantaged Solutions Training and Consulting says it best, “The only thing worse than losing a trained employee is keeping one that is not.”

Through training and development, you can encourage greatness in your team and gain alignment
behind the vision for the organization. Most importantly, you allow them to stretch their minds to think of new possibilities… or dare I say HOPE for bigger and better things personally and professionally.

HOPE alone does not drive results. You need a plan with clear objectives and accountabilities. Not sure how to let go of old paradigms to allow HOPE to become a strategy? Click here to schedule your complimentary consultation today and I can assist you in creating an action plan and provide information on workshops for your company.

Connect with Newbern Consulting Group on Facebook and Twitter.

What is your PLAN?

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The great debate in business is whether Marketing is an investment or expense. Unfortunately without solid measurement and results, marketing is determined to be just an expense that ultimately is expendable. This is due in part to marketers focusing more on the art of marketing and not the science behind it.

As a small business owner, you don’t have time to test this hypothesis. You need tangible results, and in most cases, quickly. Here’s a simple formula that can help you focus on the science behind your marketing investment.

What is your PLAN for…

Processes

Henry Ford proved that having solid processes can lead to efficiency and mass production. Evaluate and document each step of your business activities from general operational procedures to how you follow up on leads and onboard new customers. Look for ways to increase efficiency along the way. This might require an initial or ongoing investment in software or technology. When deciding whether or not to make this investment, make sure you consider the decrease in labor required and the increased production and profit you’ll gain short term and long term.

Leads

Marketing or should I say Promotion, one of the 4 P’s of the Marketing Mix, is not just about Advertising, Public Relations and Sponsorships. You have to incorporate Personal Selling. Once you have identified your ideal customer, look for lead sources like infoUSA or Sales Genie so that you can specifically target that individual. You want names, addresses, phone numbers and email addresses that will allow you to contact them on an ongoing basis. Here’s a tip: Don’t bombard them with sales literature. Educate them on changes in your industry, give them useful information beyond the scope of your business, and most importantly, celebrate the holidays with them. You will be able to track your results as these contacts convert to customers by matching your lead and customer databases. Please make sure that you scrub your contact list against the National Do Not Call Registry and follow the laws around telemarketing to avoid any costly fines.

Awareness

Business owners understand the need to generate awareness of their business and products/services. The challenge is determining the best methods and appropriate investment levels. The general rule is to invest 2 – 4% of your gross annual revenue in marketing activities. However, if that only equates to $1,500 for the year, you should not look to spend it all on a few radio spots on your favorite station. With advances in online, social and digital media, you can specifically geo-target markets and types of consumers that you want to reach. I recommend hiring a marketing company like Integraphix that specializes in search engine optimization (SEO) to develop your website and improve your search results in Google. They can also assist you in leveraging social media to improve search and connect with your customers and prospects.

Networking

We all attend networking functions and join organizations, but most of us do not know how to truly network in these settings. After joining BNI, the World’s largest business networking organization, I now understand the principles behind networking and how to ask for the referrals that I need to grow my business. Look for local BNI chapters to visit. Keep in mind this is a time commitment and only works if you completely get engaged for the long term, but just as investing in technology for efficiencies, you must invest in yourself to grow your business as well.

To borrow an often used cliché, if you fail to plan you plan to fail, so what is your PLAN?

I would like to offer you a complimentary consultation to discuss your PLAN. For $500, I can develop a customized and measurable marketing strategy with a step-by-step plan to drive the results that your business needs. Additionally, I can connect you with my business partners like Integraphix to develop the consistent branding and internet presence your business needs to compete.

Click here to schedule your complimentary consultation today.

Connect with Newbern Consulting Group on Facebook and Twitter.

Why Fix What Isn’t Broken?

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Recently I was in a discussion with a small business owner about his marketing strategy and plan. He had the core elements of a traditional promotional plan… if it was 1991! There was no strategy or clearly defined plan. His marketing plan primarily consisted of running small ads in local yellow page directories and the local paper at a cost of approximately $300 a month. He even relied on the salespeople that sold him the ad space to create his ads, so of course they used his business card and their best clip art. When I asked him how much business he was generating from these ads, he said, “I’m not sure, but why fix what isn’t broken?” He continued by saying, “I’ve run these ads for years and I always have customers mention the ads.”

This attitude toward marketing strategy and planning is a recipe for disaster. As a business owner you want to make sure that you are consistent in your branding efforts and effectively leveraging the appropriate mediums to reach your target customer. Here are some simple questions that can get you focused on building your marketing strategy:

Who is your target customer?

Analyze your existing business to see common characteristics of your best customers. You will want to look for three types of customers: 1) Biggest spenders, 2) Frequent buyers, and 3) Top referrers. Once you have identified the customers that fit these categories, ask them for suggestions and feedback on your marketing efforts. Making assumptions of who these customers are and what makes them support your business can be a costly mistake that can ultimately ruin your opportunity for success.

What is the key message you want to convey?

Your product or service should meet a need for your customer and you have to determine the best way to articulate this to potential customers. Don’t assume that running a laundry list of products or key features gets your point across. You have to reach consumers by connecting with their passion point in order to have your message stand out in a competitive marketplace.

When are consumers more likely to purchase your product or service?

With a limited budget, you can efficiently target consumers by making sure that your message is heard when they are most likely in shopping mode. For instance, a motorcycle dealership might concentrate their advertising and marketing efforts in early spring to capitalize on consumers desire to get out and enjoy the beautiful weather.

Where should you place your message to effectively reach consumers?

Today there are so many marketing options that it can frankly be overwhelming. Ideally you will want to have a strategic plan consisting of direct mail, mass media and SEO supported by a social media strategy leveraging Facebook, Twitter, LinkedIn and blogging. Also there should be a networking strategy and referral process.

Why would consumers choose you?

With so many competitors, options and price points, you have to focus on what differentiates you, your business and the service you provide… your value proposition. This will enable you to compete against price commoditization especially in this challenging economy that has changed the landscape for both consumers and businesses these last few years. Consumers are more conservative in their spending. They are looking for high quality products and services at an affordable price, however there’s an expectation they will not have to sacrifice their customer experience. Focus on creating raving fans and loyalists by offering every customer an uncompromisingly amazing customer experience.

How do I get started?

So, before you allow your sales rep to develop your branding and ads, I would like to offer you a complimentary marketing consultation. For $500, I can develop a customized and measurable marketing strategy with a step-by-step plan to drive the results that your business needs. Additionally, I can connect you with my business partners Integraphix (a marketing and design company in the Chicago land area specializing in Internet Marketing, Graphic Design, Web Design and Print Design) to develop the consistent branding and internet presence your business needs to compete.

Click here to schedule your complimentary consultation today!

Connect with Newbern Consulting Group on Facebook and Twitter.

Building YOUR Brand

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As Americans, we experience over 3,000 different marketing and brand messages on a daily basis. Many businesses have benefited greatly from having one of the most recognizable brands in their industry. Even my three year old son recognizes logos from Allstate, McDonalds, Wal-Mart and Walgreens. Companies like these have spent millions to develop, enhance and protect their brand because of the financial implications from negative or inappropriate brand images – think Aflac and Gilbert Gottfried.

Here are a few quick suggestions from Branding that you can use to build YOUR brand:

Develop YOUR Brand

When your employer, team or co-workers think of you, what do you think comes to mind? Do they think of you as the GO TO person, sharp with tons of innovative ideas or the negative person in the office that always complains and never pushes past the status quo? Your actions speak louder than words and intentions, so make sure that you are “on” and focused on success at all times.

Enhance YOUR Brand

Education and exposure are critical to your brand. Take the time to become intimately familiar with every aspect of your business or company. Also, understand your competitors and trends in your industry. Look for opportunities like temporary assignments and graduate programs to stretch your experience. This allows you to be more impactful and/or marketable.  Like I always say, work hard and learn as much as you can in your current role so that you are prepared for your next promotion or your next recruiting call.

Protect YOUR Brand

I can’t stress enough the importance of protecting your brand. Your brand/reputation takes time to develop and can be destroyed in an instant, so remember your Miranda Rights revised… what you say on the internet can and will be used against you. Social media is a useful tool for connections and social action, but can be harmful when an employee doesn’t consider the consequences of bashing their boss or company on Facebook or Twitter. Also, remember that a social outing with co-workers is just that, an outing with CO-WORKERS. Keep your alter ego at home so as not to ruin YOUR brand in the workplace.

Invest In YOUR Brand

If you want to look professional for your next sales call or interview, make sure that you invest in more than just the prep work and props that will help you put your best foot forward. Obviously the right business suit says a great deal about you as you walk through the door… we all know that opinions are formed within seconds of a first encounter. Additionally a sophisticated presentation on an iPad2 will leave a lasting impression and quite possibly make you stand out from the next person. However, if you really want a competitive advantage, make sure you have invested in yourself. For the half cost of an iPad2, you could have the coaching you need to ensure that you put your best YOU forward.

Allow the professionals at Newbern Consulting Group to develop an affordable and effective branding strategy for you.

Click here to schedule your FREE consultation.

Remember, the right investments in developing, enhancing and protecting YOUR brand will lead to a better ROI.

Is your scheduled maintenance program up-to-date?

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What would happen if you didn’t properly maintain your vehicle? If all you ever did was put gas in your car and drive? Let’s just say that your car will likely not last very long. In fact, many car companies now offer “free” maintenance programs with their new cars. These programs include regularly scheduled oil changes, tire rotation and replacing windshield wiper blades to address wear and tear issues that may impact the performance and longevity of the vehicle. So why would car companies offer “free” maintenance? Simply put, a properly maintained vehicle can yield a dramatically improved resale value.

Do you have a maintenance program for your career or business? If you are not investing in a regularly scheduled maintenance program for yourself, you could be shortening your career path or the success of your business. Here are a few tips to keep you running smoothly:

Change the Oil

Fresh oil ensures the engine is lubricated and all of the parts operate correctly and free of friction due to build up. Education works the same way for your brain. Attend workshops, subscribe to relevant blogs/periodicals, identify mentors and consider a business coach to get a new and/or different perspective on your leadership skills.

Rotate the Tires

Uneven tire wear can cause your car to veer off the road or create vibration for a bumpy ride. I once worked for a great leader that often talked about “stinkin thinkin” which was his way of calling out negative thoughts that keep people in business from achieving their goals and embracing change. You can prevent derailment and challenges along the way by having the tools, support and regular feedback from a professional coach and business consultant in place to keep you on your path.

Replace the Windshield Wipers

New wiper blades can help improve your vision. It’s important that you establish clearly defined outcomes for yourself and create goals for your career/business and your personal life that will help you meet these outcomes. You should also consider adjusting your actions against your goals to ensure that you are on track to achieve your vision.

By not following a recommended maintenance program, you could be looking at costly repair bills both for your vehicle and your career or business. Allow the professionals at Newbern Consulting Group to develop an affordable and effective regularly scheduled maintenance program for you.

Click here to schedule your FREE consultation.

Remember, a little maintenance along the way can improve performance and asking price.

I am the Master of My Fate

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Are you the master of your fate? Have you set plans in motion to fulfill your purpose, live out your dreams? Now is the time to develop and activate your self-marketing plan. A few tips to get you started:

  1. Update your resume with your most recent role and accomplishments. Be sure to include quantifiable results and when appropriate examples of projects and leadership skills. Seek out references that can substantiate your work ethic and character in addition to your work performance and outcomes.
  2. Clean up your social media image. Reports show that today more employers are researching candidates on Google, so make sure that your search results don’t reflect poorly on you. Remove inappropriate comments and photos from Facebook and ensure that you have privacy settings that limit access to your personal life.
  3. Get LinkedIn! This is one of the best tools for connecting professionally and a primary source for recruiters. Make sure your presence and comments on LinkedIn are professional and utilize your connections to meet potential employers/clients.
  4. Join several networking groups. Another sound strategy for meeting like-minded professionals that can provide you the referrals needed to grow your business or open doors for your next opportunity.

As you contemplate your next move, allow Newbern Consulting Group to help you sort out your options and develop a sound plan of action. Your destiny is waiting to be fulfilled, so don’t let fear get in your way!