The Biggest Mistake Marketing Professionals Make

September 23, 2013

sales

By: Suzanne Ostrander

Econsultancy has conducted a recent study indicating the biggest mistake companies make in the marketing and sales arena.  The study yields a result that lies directly parallel to the outcome of a separate study by Vizu.  Essentially, both cases show that the primary objective of marketers and advertisers is to promote sales, rather than establish relationships.

Why is this marketing strategy potentially catastrophic?  To begin with, think about the phrase: “it’s all about who you know” and how it holds true to so many business pursuits.  If marketing professionals are placing a higher emphasis on sales numbers while undermining the importance establishing and maintaining relationships, suddenly “who you know” comes back to haunt you.  In addition to the cold, hard facts about a business, product, or service, most customers want to hear a story or an example of how it has worked in the past. The key is to present your pitch in a way that the consumer can relate to.

In other words, it essentially becomes counterproductive for marketing specialists to focus only on sales numbers, while neglecting their relationships with clients or potential consumers.  Eventually, the lack of time spent on customers will begin to have an adverse effect on monthly and yearly sales reports.

We’ve all heard the expression “time is money” as it relates to the business world.  It seems as if more and more marketing professionals are taking this concept and reversing it, instead of using it for their benefit.  For instance, sales associates who are driven only by their numbers have a tendency to spend less time with their customers, in an effort to make the most sales by the end of the work day.  In the short run, they may beat the more methodical and personable sales associate.  However, in the larger scheme of things, is quality or quantity more important?  The answer is both.  You cannot launch a successful, long-lasting product without spending time to nurture the relationships with your individual customers.  Time is money, which is why the quality of sales is essential for long-term success.

For access to Steve Olenski’s article on marketing relationships, click here:

http://www.forbes.com/sites/steveolenski/2013/09/09/the-catastrophic-social-media-content-marketing-mistake-marketers-are-making/

Click below for a youtube segment on tips to building successful relationships in marketing:

http://youtu.be/kEet48exy7I

Tablets Shown to Increase Worker Productivity

September 12, 2013

tablets
A recent study conducted by the Forrester Research Group reveals that tablets and other mobile devices significantly improve employee productivity. Portable electronics such as the iPad, iPad mini, or Windows Tablet give workers the flexibility to seamlessly access files and continue working while commuting, traveling, or even in the comfort of their own homes.

Roughly 30% of Americans are using some type of mobile device as part of their daily work ritual, and an increasing number of corporations are starting to distribute these products to employees to ensure productivity outside of the office. American Airlines, for instance, now provides tablets to flight attendants to improve the efficiency food orders, flight updates, or any special passenger requests. Physicians often rely on portable devices to access patient records, take notes, or even write prescriptions. The Forrester Research Group has furthermore predicted that tablet usage will triple to 905 million by the year 2017.

So what’s the catch? As we all know, there are both pros and cons to most groundbreaking, innovative technologies. For starters, most of these items come installed with a multitude of applications, games, and savvy gadgets that can tempt even the most dedicated worker. Twenty minutes on a solitaire app in the morning turns into an hour or two of real estate browsing, stock checking, and Fantasy Football recruiting. The next thing you know, it’s 5 pm and you’re reading an article about employee productivity on LinkedIn.

ipads and tablets are not made for all jobs. Marketing Specialists or Sales Managers can use tablets to easily access presentations, client data, or social networks. However, positions such as Data Analysts or Software Writers require much larger systems with ample memory.

An ideal solution would require some form of compromise on behalf of the companies providing tablets to their staff. Perhaps a way to maximize employee productivity would be to restrict certain apps, games, or websites on company tablets, in an effort to eliminate the temptation to procrastinate. Company tablet usage could be limited to those tasks requiring little to moderate memory, with the understanding that functions such as data processing or spreadsheet usage should be reserved for work or home desktops.

What are your thoughts?

To access this article from Forbes.com and related information, click here:

http://www.forbes.com/sites/capitalonespark/2013/08/13/how-tablets-can-increase-workers-productivity/

A relevant youtube video on tablets:

by: Suzanne Ostrander

Why Managers Hire Unqualified Candidates

September 6, 2013

Background-Checks-Continue-To-Influence-Key-Factors-In-Hiring-Decisions

A group of researchers from the University of California at Berkely, Carnegie Mellon University, and Harvard Business School conducted a study on a phenomenon known as the “fundamental attribution error” and how it relates to the business world.  In essence, the “fundamental attribution error” describes our cognitive tendency to rely on concrete facts as a proper measure of evaluating a person, while neglecting to examine any possible external factors.  In the experiment, the researchers asked business executives to evaluate twelve fictional candidates for a job promotion. Some candidates in the scenario performed well at an easier job, while others displayed mediocre performance in a more difficult position.  The result of the study indicated that the executives consistently favored the employees whose performance had benefited from an easier job.

This common, yet flawed logic has not only detrimental effects to the company that hires an unqualified candidate, but also to the applicant who is unjustly rejected.  As a consequence, the “fundamental attribution error” can lead to executives promoting under-qualified applicants, while turning away more competent individuals.

I have seen the “fundamental attribution error” also work in reverse, when a business manager uses his or her “gut” reaction to hire an overqualified candidate.  As we all know, six months later the same candidate is either back on the job market, or has already accepted a more challenging position.

Perhaps “the fundamental attribution error” has had an immediate effect on you or someone you know.  It is helpful to remember that this faulty reasoning occurs not only in businesses, but with college administrators, athletic recruiters, or even casting crews.  Have you experienced the “fundamental attribution error” throughout any part of your career? What are your thoughts on how this type of judgment can be avoided in the workplace?

by: Suzanne Ostrander

To visit the article from Harvard Business School’s website, click here:

http://hbswk.hbs.edu/item/7281.html

LEADERSHIP defined

February 4, 2013

leadership
My best friend, Jim Schimpf, struck up a conversation with a gentleman on a plane from Dallas (I think the gentleman’s name was Tom Sloan), who gave an acrostic on what Leadership is. Take a moment and think through what leadership means to you:

  • Listens – a leader listens intently and asks good questions
  • Ethical – a leader is ethical in all his/her activities and actions in personal and professional environments.
  • Analytical – a leader analyzes details to better understand the situation
  • Driven – a leader is driven to be excellent
  • Energy – a leader has energy and enthusiasm, sometimes known as charisma
  • Responsibility – a leader doesn’t hide behind others but takes responsibility
  • Shares – a leader will share success with others and deflect accolades to the team while serving the needs of his teammates.

Here is quick 2 min video that helps explain leadership and I hope that you continue to reach for your dreams.

Encourage Excellence,

Bryan

Does it work?

February 4, 2013

Have you ever hear of the Law of Attraction? Can it be the “secret” that people say that it is? Here is a short video that might awake your curiosity and make you think about how our minds do have an affect on our outlook and maybe even our outcome.

“You create your own universe as you go along.” Winston Churchill

Mr. 80/20

January 7, 2013

Happy New Year!

I received a note last week from one of my favorite authors who has had a huge influence on my business career. His name is Richard Koch and I’ve recommended his books to every team I have led and you will absolutely take away a ton of ideas from his several books.

Here is his site and a couple of interviews on his work with Pareto’s 80/20 Principle

http://www.richardkoch.net

http://leadersin.com/gurus/richard-koch

Until next time, Encourage Excellence!

Bryan

Where is your life going?

January 1, 2013

reflection

Where is your life going?

Galveston, TX – “If we do not change our direction, we are likely to end up where we are headed” – Anonymous

Everything we do either brings us closer to our goals or further away. When we think about the direction we are taking in our lives, are we moving “toward” our desired result? Or “away” from it?

There is a popular website that anyone can use to help them move toward their goals and dreams. http://www.simpleology.com is a great start when mapping your dreams, goals and accomplishments. Give it a try for 30 days and see what happens.

– Bryan

“Simplicity is the ultimate sophistication” Da Vinci

January 1, 2013

mona lisa

Kennesaw – A huge shout out to my friend, Butch Adams, who encouraged me to continue writing more regularly on my blog and to share thoughts and experiences with my friends and Twitter followers. I read this morning the quote above from Leonardo Da Vinci that rings truer today than ever. Simplicity is needed in every facit of our lives. From work, school, and home…. living more simply reduces stress and encourages calm. It shortens the line between tasks to be quicker and less complex. It allows quicker review and analysis. I could go on and on but simplicity is so “money” as Vince Vaughan would say in “Swingers”.

Jack Welch, former CEO of GE, gave an interview with The Harvard Business Review in 1989 where he listed Speed, Simplicity and Self Confidence as three key drivers in business.

http://hbr.org/1989/09/speed-simplicity-self-confidence-an-interview-with-jack-welch/ar/1

ImageWhen I arrived at GE in 1990, these 3 words were posted above the wall on the way into the office. We worked hard everyday living these ideas and I challenge you to read this HBR article and apply these concepts to your business career and your life.

I would love to hear from you sometime. My address is bryanewilson@gmail.com and I promise to get back to you with “speed, simplicity and self-confidence”!

#bryanewilson