March 2011
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Archive for March, 2011

What Separates the Good Marketers From the Great Ones?

If you go to work every day, you might as well go all the way and shoot for the pinnacle of your profession. It’s a competitive world, so set your sights high. If you’re going to take the risk and invest the time, strive for greatness.

Ever since Jim Collins wrote his best-selling book, Good to Great, in 2001, business people worldwide have been fixated on greatness. Why do some companies do so well when a similar competitor languishes? Why do some companies transition from being merely successful to being truly great? What traits and behaviors separate the good from the great?

Of course, good-versus-great questions apply not only to companies; they can be asked of people who want to be great salespersons or marketers.

And remember, everyone is in sales and marketing regardless of their title.

Whether you’re selling medical equipment, working in business development or brokering international business transactions, it’s frankly easy to fail. Salespersons, marketers and dealmakers in every profession commonly fail. Some succeed, but only a tiny percentage achieves greatness.

The question then is what sales-and-marketing traits will lead you to the top of your profession?

Character – Great professionals are ethical and honest. They don’t tell a client or colleague what he or she wants to hear, it’s what they need to hear. Leaders with character tend to hire employees who are also upstanding citizens. Together, they attract clients of character. Everybody wins.

Be competitive – “Second don’t mean nothin’,” said Hall of Fame football coach Barry Switzer who led the Oklahoma Sooners to three national championships and the Dallas Cowboys to the Superbowl. Play to win. Be persistent. Don’t let anything fall through the cracks. Keep track of your competition and do what it takes to run at least a couple steps ahead of them. Be bold for the world has no room for shrinking violets.

Interpersonal skills – It sure helps if you possess some charisma, but rule number one is to listen. Great professionals listen and truly HEAR. When you are engaged in conversation, remember it’s not about you; it’s about your client.

Strategic Thinking – Have a plan that takes into account the big picture. What’s your philosophy? Strong organizations have developed mission and vision statements. Great individuals need them too.

Focus – Whether you are looking at this from an organizational perspective or a personal one, determine your competencies and spend the majority of your time, energy and resources working on those. If you feel like you’re spinning your wheels, ask yourself, “Am I doing what is truly important?”

Have a good product – Contrary to the popular saying, nobody can really sell ice to Eskimos. If your product or service doesn’t stand on its own merit, trying to sell it is no different than beating your head against the wall.

Others first – Real estate agents, accountants and trustees are said to have “fiduciary” responsibilities to their clients. In other words, they are legally required to put the client’s interest before their own. No matter what you do, pretend you have a fiduciary duty to the customers you serve. If you do this, you will build rapport, which leads to a relationship, which leads to the holy grail of sales and marketing: trust.

Ability to handle stress – “There are many guys who can paint an incredibly cogent picture of why a company should be investing in China or why a football team should run a certain offense,” says Joe Moglia, who serves as both chairman of TD Ameritrade and a head coach in the United Football League. “The reality is, when things are not going well, when you’re losing money in China, and your guys keep fumbling the ball, how do you handle yourself?”

Keep prospecting – No matter how busy you are as you put the finishing touches a big deal, remember to think about future deals. Always take time to fill your hopper, so you always have a steady supply of business. Don’t get emotionally attached to a certain piece of business, because you give up your power. Always go where the business is, where your best prospects live. It makes no sense to fish for business in a deserted lake.

Wrap it up – Ultimately, the purpose of marketing is to get somebody to say “yes.” Know what you hope to achieve from a prospect before you meet him or her and then keep steering the conversation toward closure.

At What Stage Do You Contact Your Co-Packer?

Many Industry professionals, when asked this question, would assume the co-packer only gets involved at the end of a projects life cycle and although that can be true for some jobs its becoming more important for companies to approach the co-packer at a much earlier stage, and sometimes even before they’ve begun the manufacturing process.

Contract packers have always been an integral part of the supply chain, ensuring products make their way to the shelf in both the timescale required, within budget and in the condition retailers expect, but what if you get to the point where you’ve manufactured a product, have retailers lined up and then can’t find a suitable co-packer to oversee the final stages of your project.

It sounds impossible to think that you’d get to this stage and not be able to find a suitable supplier, but many things can influence the end of the supply chain. One thing nearly all co-packers have in common is the increase in demand for their services during the lead up to the holiday periods such as Christmas and Easter. Brand owners and project managers are generally aware of this trend and can use their knowledge and skills to ensure their supplier has the capacity to handle their project but placing additional work load on an already stretched work force can sometimes cause issues that can normally be avoided. Obviously it’s not always possible to plan so far in advance that everything runs like clockwork such as when demand for a product outweighs manufacture and this is where having a partnership with your supplier really comes into its own. By working in partnership with suppliers and not simply seeing them as a means to an end, you encourage more trust in the relationship and this often results in a sustainable partnership that can react to market conditions much more flexibly and result in significant achievements for all concerned.

Another problem than can arise as a result of last minute planning is the difficulty in actually finding a supplier who is set up to handle the job with the necessary equipment, systems and work force in place. Most co-packers will specialise in certain sectors whether it be pharmaceuticals, toiletries, confectionery etc, and will have the appropriate equipment and certifications in order to work those sectors, so doing your homework prior to approaching these suppliers can be time saving and result in a smooth running project. Generally if you have a partnership with an existing supplier they would be open to discussing procurement options for equipment to tender for most contracts but this again is something which takes time and should be considered in great detail and from the outset.

The diverse nature of the packaging industry as a whole tends to mean that most projects have a bespoke time frame and keeping within those constraints is specific to that individual job. Working with co-packers from the early concept stage can ensure that all parties are aware of their responsibilities and the time frame their expected to work towards giving everyone the chance to plan ahead and ensure your project gets completed in the most efficient and manageable way.

Career Advices for Your Midlife Crisis

No matter how skilled and savvy you are in your career, no matter how fascinating and cutting edge your work now is, it will someday happen: You will roll out of bed, wonder what you’re doing with your life, and think about making a change.

Few things are as certain as middle-aged angst, that dreaded feeling that somehow life has passed you by or you’ve simply missed it somehow.

You question your choices, bemoan your current circumstances, and agonize over the future. You start thinking about hair plugs and working out more. You have a sudden urge to trade in the old car for a racy new model or the old wife for a racy new supermodel.

But more often than not, your agonizing centers around your job. You’ve always hated it, or you once loved it but there’s no challenge anymore. You’ve plateaued, you’re bored, you hate the boss or the wunderkind who just zipped by you on the organizational chart. You want to dump that vice presidency to run a bar in Mazatlan. After all, life is short and getting shorter by the day, and you realize you are closer to the end of your career than the beginning.

Here’s where some of the career advisers out there go a little hay-wire, pushing people into radical career shifts, urging them to find their “bliss.” I remember watching as the leader of a group career guidance session, sponsored by a service that shall go unnamed, cajoled one attendee-a man who seemed quite happy working as a manager for a computer retailing company and who, in fact, seemed justifiably proud of the coveted promotion he had just earned-to scrap it all because she saw his face light up when he talked about playing the guitar as a kid. Whoa, Nelly. For all she knew, the guy may have been a lousy guitarist. And not every fanciful dream of youth is worth pursuing, despite the malarkey pushed by TV movies of the week. For a thirtyish guy with a family, the suggestion was, in my mind, outrageous.

The idea of a radical career shift holds a powerful appeal to those in the throes of a middle-aged crisis, and certainly these seismic shifts do work for some. But let’s face it: You’ve spent your whole life building up skills and expertise; that’s your career currency, and it’s usually far more valuable in the industry you’re already in.

Now, I recognize that some gung-ho Boy Scouts out there are shaking their heads, certain they won’t fall prey to this dire condition. They’re too enthusiastic, and their work is too vital. If they even smell some angst in the neighborhood, they’ll just pop another motivational tape into their Walkman and keep on truckin’. Fine. They can skip this article. For the other 99 percent of us, here are some tales from the midst of the morass to help shake us from our doldrums and get us moving again.

For twenty-seven years, Richard Dahlberg toiled for Massachusetts Financial Services. Then, when the company wouldn’t assign him more staff so that he could aggressively push for growth in the mutual funds he managed, he decided he needed a change of scenery.

But what to do after residing so long at one address? Mr. Dahlberg decided to stay within his sphere of knowledge, the financial services industry. After looking at posts in two banks and a mutual fund, Mr. Dahlberg got an offer to be chief investment officer in the equity asset management group at Salomon Bros. It wasn’t a sure bet. Equity management had always been a poor stepchild at Salomon, representing at that time just $1 billion of the firm’s $13 billion under management. Mr. Dahlberg wondered how committed Salomon would be to the relatively new business. He also worried about the fact that Salomon was just coming off a run of trading scandals and financial setbacks. And at fifty-five years of age, he would be giving up a secure position where he had been quite successful. In the previous ten years, he had built Massachusetts Financial’s balanced fund assets to $4.5 billion from $215 million. “I could have stayed where I was for another ten years and enjoyed the annuity,” he says.

Don Crosbie, by contrast, simply walked away from his job as chief financial officer of Dallas-based InterVoice, because he needed a rest after ten intense years of helping to build the telecommunications start-up. “I did some consulting, some sailing, tried to figure out what I wanted to do with my life,” he says.

He spent a year flirting with investing in some companies and going on a few job interviews before he decided to form Com Vest Partners, an investment research boutique. The idle time didn’t worry him, he insists. He has an explorer’s mentality, requiring new and exhilarating experiences. “You don’t always know where you’re going to end up,” he says. “There’s always some uncertainty, but in my mind, if you have the confidence, a door will open for you.”

In contrast with Mr. Dahlberg, he believes that trying to forge a new career while immersed in the old one usually doesn’t work. “You end up getting trapped,” he says.

While Mr. Crosbie would appear to have made a radical break, closer scrutiny reveals that his new job trades on his well-developed financial analysis skills. “It wasn’t as if I were going to be an astronaut,” he says.

Many midlifers, fearful that opportunities will dwindle with age, grab the first job that seems to offer change. Take your time and “evaluate a number of situations,” Mr. Dahlberg advises. “You have to find the right fit for you.”

If you want a more dramatic change, you have to do something drastic.

After sixteen years in the building materials business, Hoyt Gier was uneasy. The senior sales executive was paid well, enjoyed his job, and figured he had a reasonable shot at the CEO post. But, “I went to work for a Canadian firm, which was bought by Belgians, which was bought by Germans,” he says. “I didn’t want to wake up at fifty with someone in Brussels or Heidelberg or Seattle deciding our unit made no sense; that petrified me.”

But he wondered how marketable he would be. “I worked for different companies, but to someone outside the industry, it would look as if I’d been doing the same thing my whole career,” he explains. So, at age forty, he quit his six-figure job in Seattle and schlepped his wife and three young children to Hanover, New Hampshire, and Dart-mouth’s Amos Tuck School of Business for an MBA. It cost him about $250,000 in tuition and lost income, which he paid for by selling his Redmond, Washington, home. The move puzzled his bosses, he says. Even his parents questioned his judgment.

In industries such as investment banking and consulting, the MBA is practically a required entry card for those with management ambitions -especially for those coming from completely different backgrounds. As Mr. Gier notes, “You simply can’t get from where I started to where I am going without coming through here.” Or someplace like it. He adds: “To break into something completely different, you have to do something to catch someone’s attention.”

Is an MBA a panacea for middle-aged managers foundering in a sea of uncertainty? Is this the way for them to overcome the reluctance of companies to invest in managers with gray hair who command six-figure incomes?

Of course not.

Some lack the inclination to return to an intense school program at such an advanced age. In some industries, also, the degree would provide only a marginal benefit. Before making such a precipitous and expensive leap, study the backgrounds of the people who are successful in your company or industry of choice. Are they MBA holders? What gaps exist between their experiences and skills and yours, and are there simpler and less expensive ways to fill those gaps?

Still, for managers seeking a midcourse correction, MBAs mean exposure to a wider range of possibilities and a widely accepted credential. With high demand for MBA holders, companies start recruiting early. In his second week of classes, Mr. Gier recalls presentations by Ford, Microsoft, Dell, and Morgan Stanley. He soon discovered the world of private client services.

It was just the kind of relationship-driven business he wanted. Following a summer internship with Goldman, Sachs, he accepted the firm’s offer of full-time employment after graduation. He couldn’t be happier about it. “Tuck exposed me to many business possibilities new to me or previously thought to be out of reach,” he says. “The business world looks a lot bigger to me now than it did just a couple of years ago.”

Throughout his transition, Mr. Gier’s age wasn’t as much of an issue as he feared. Interviewers never mentioned it directly, choosing instead to ask how he would feel working with or reporting to a twenty-seven-year-old. “My response was, ‘If I didn’t think I could run with these people in the workforce, I wouldn’t have come here,’” Mr. Gier says.

Still, he acknowledges that his path isn’t for everybody. The tough, competitive environment of the school-he worked late most nights on group projects-is exhausting. And if you can’t land in one of the better schools, he advises, forget it. “An MBA from a top school opens doors other MBAs do not,” he says.

What Every Effective Presentation Folder Should Contain

A good impression during a presentation is important in business. This will mean more business for you. But a lot of business owners don’t really know how to convey the right impression during a presentation. Most of them just make do with what is available. If you want to make your business flourish, you need to make sure that you effectively present not only yourself but your business as well.

There is actually an effective way of making a good presentation. This won’t take so much investment and you can use it over and over again. This is none other than the presentation folder printing. This folder is considered as one of incredibly proficient and valuable marketing tools today. It is low priced allowing you to create plenty of them for your business. It can even be custom designed so it will represent your business effectively and creatively. It can come in any shape and size, depending on what you need.

There are four elements that should be present in your folder if it has to be effective: concept, design, copy, and print.

Concept: Before you design your folder, you need to think of the best concept that will represent your business. It has to encompass everything about your business, from the products and services to offer to the business image that you want to convey to customers and prospects. In most cases, it would be best if you use the same concept that you use in your other marketing materials. This is to ensure a consistent image that will make it easy for your customers to remember you.

Design: After you have decided on the concept, you next task is to come up with an impressive design. It’s essential that you come up with a design that will make your business stand out and leave a good impression on people. After the meeting or trade fair, your presentation folder should be a reminder to prospects of your business and the products or services you offer.

It is vital that you pick the right colors to use in your folder. You don’t really have to put too many colors in your design. Two or three colors would suffice. If you can use full color printing, that would be great, but if you can’t afford it yet, you can always go for four-color printing.

There are several finishing options that will add to the exceptional appeal of your folder. This includes gloss finish, matte finish, foil stamping, and UV coating. Pick the best option that will make sure your folder get the right appeal.

Copy: Aside from an impressive design, you need to make sure that your folder contains the important branding elements. This includes your business name, logo, and tagline. You also have to ensure that your complete contact details are printed on the folder, so when people need to contact you they can easily do so. Nothing would frustrate a customer more than a contact detail that plays hide and seek with them.