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By Gil Effron, Strategies For Growth
My granddaughter Trudie recently turned six. She’s at that age where, when I try to show her anything, try to help her do anything, or suggest she try a slightly different approach, she looks me straight in the eyes and tells me, “Grandpa, I can do it myself.”There’s a natural desire for people to want to do things their own way. After all, it’s how we learn. And everyone at some point in their lives relies on this approach that we fondly refer to as “trial and error.”
Trial and error describes my learning process when it comes to computers. I’d never dare read a manual. Taking a computer class would only confuse me more. So I play and play until I finally can say, “Got it!” The problem with a do-it-yourself trial and error approach when it comes to business is that while you may ultimately solve your problem… while you may ultimately learn how to do it… the cost of your learning curve in both time and money could far outweigh the cost savings and benefits of turning to a professional to get it done properly and in considerably less time.
As a business coach and consultant, I see this phenomenon far too often.
Case In Point!
Recently, at a chamber of commerce event, I chatted with a young man who started a new business 18 months ago. He and partners have a very viable business idea and model. I believe that it could ultimately be extremely successful.
One of the first things I learned from my young friend is that they’re having difficulty getting the right kinds of leads… and enough of them (my favorite topic). He took time to describe to me what they’re doing, what is working (very little), and what’s not.
I offered to meet with him… talk to him. I recommended one or two events that would be helpful for him to attend… and I even volunteered to arrange and meeting with a one of the most highly respected authorities on lead generation. “No,” he said, “I think we have it covered. We’ve been trying different things.”
Pay Attention To The Real Value!
When it comes to business — both startups or those several years old and in a rapid growth mode — business owners don’t have the time… and most don’t have the money… to live through an unending parade of trials and errors.
But they do have a telephone and that telephone can lead them to answers… to an industry authority, professional, coach, consultant, advisor, or — in this case, a lead generating expert — who could save them thousands of dollars and hundreds of hours by keeping them from becoming lost in an unending trial-and-error, do-it-yourself learning curve.
Instead of wasting time and money, they’d book more business and bank more profit. In the end, that would be substantially more valuable and satisfying to them than saying, “I did it myself.”
While do-it-yourself sounds like it makes a lot of sense… saving you all that money. In reality it can cost you more than you’d ever save. This is particularly true for companies such as the one mentioned above that attempt (usually unsuccessfully) to create and implement a lead generation program on their own. This is not where they should be spending their time or their money.
Gil Effron guides business owners and professionals on how to “ELIMINATE THE GAP” between where they are to where they want to be. He deals with general, broader issues such as overcoming the challenges of rapid growth as well as specific concerns such as how to fill a pipeline with quality leads and lots of them. For additional information call 800-226-2428 or email to Gil@StrategiesForGrowth.net.
By Richard Fouts, CEO, Comunicado
Mission statements that are all about you may boost your ego, but leave your customers cold. These techniques make both you and your constituents feel good.
If you're like most people, you'd rather have root canal than write a mission statement. But cancel your dentist appointment. Try any one of these three techniques. They work well and I guarantee it will be one of the most insightful exercises you’ve done in a long time.
Why? Because they are designed to craft your mission statement from the things your customers and investors value most. Any statement that describes your mission, market position, or brand promise, is bound to connect with your target audience if it’s about them. Moreover, these exercises never fail to generate new product and service ideas that will differentiate your offerings and put you above the market noise.
1. Imagine it's one year from today.
The Wall Street Journal wants to feature you on their front page, because you've exceeded all expectations – and you have a unique story to tell. What would you want the Wall Street Journal (or any publication of your choice) to say about you? Write the headline that would bring music to your ears. There's your mission statement.
2 What does success look like?
Close your eyes and conjure up an image of a satisfied customer. When you deliver a Perfect 10 how do customers respond? For example, what does an ecstatic BMW customer says about their car? Do they use words like exciting, fun to drive, beautiful, sexy, and powerful? There’s your mission statement.
Or try this. Write a letter from a happy customer. What does it say? It doesn’t have to be long -- maybe three to five sentences describing what this customer’s experience with your company did for them. This technique works if you're BMW or
3 What would an enviable competitor say about you?
Imagine you've just surpassed your fiercest competitor. What did you do that caught them off guard? Why do they want be you? There's your mission statement.
Have some fun, and try all three exercises. You’ll likely get some consistent conclusions. Because your mission isn't about you, it's about what target audience gets from you, each and every time you deliver.
