Black republicans 08

One significant aspect of a successful manager is the ability to “change people’s minds.” Oh, it would be nice if employees in the manager’s business unit just followed instructions, directions and assignments without the slightest question or resistance. Not gonna happen. With the diversity of employee make-up and the generational variance between managers and members of the team, there is much persuasion to be done.

The ability to communicate changes and modifications in how employees think and act requires a number of relevant skills. Managers who master these skills and techniques will be in a much better position to execute and develop the business unit.

 1. Communication. It all starts with the ability to craft the “change communication”, whether for individuals or fro groups that are clear, precise, supported by facts and unequivocal. the manager must have 100% buy-in to the change required.

 2. Testing the Hypothesis. Where important change must take place, whether in the work or direction of the business unit, a shake-up in staffing or company re-orgaization, the manager must make the compelling case. One of the most effective methods to achieve this is to use a technique that scientists refer to as  “falsification.” It’s a fancy word for comparing the current situation or plan to the new change or direction that the business unit needs to make going forward.

This process starts by establishing the basis for what constitutes the “best solution.” Then, the current way of doing things and the new change way are compared to the best solution hypothesis and the change should prove out. The current way of doing things should prove false when compared to the case for change.

What the skilled manager is seeking is the opening up of minds and guiding people to accept the rationale for the change or need to change. This “buying in” to the change that must take place is a mental and emotional channel that each employee on the team must work through. The goal is to present the change-case in such a clear and compelling way that the mind-set  of the employees becomes, “You have presented a very good case for why the change is needed and the new direction seems a solid course of action. I am seeing why this is needed and I will need to adapt to the need for change.”

Bringing about this “buy-in” for both the Need to change and the new Course of action is just not easy. People resist change. People are human and any significant change is painful. Frankly, absolute necessity for people to change and adapt to a necessary new direction, to modify or shift their mind-set, can be very frustrating for the manager to bring about. Employees are absolutely thinking, “how will this affect me or what’s in it for me to make this change.” People are frightened of change. If employees have been around for very long, they have already gone through a number of changes brought down on them from above. It is not unusual for people to think, “oh, here we go again, another new program from management!”

The pressure on companies to change and evolve in order to stay viable and deliver ever increasing value to customers is almost relentless in today’s fractured economic environment. Company leaders are not always right. Previous changes may have gone wrong or not worked out. People are skeptical and resistant. The new plans, programs or organizational modifications will always go through a period of uncertainty and confusion. It takes time to bring about the change and only time will tell if the change is right or if modifications and revisions will need to be made. The results of change are the ultimate test. Reality, goals met or not, profits created or not, budgets met or not, customers created or not, are examples of the standards of reality for whether the change was successful or not.

Given that there are few if any absolute guarantees that the “latest big idea from senior management” will work, the real work is in creating the willingness of people to change or go in the new direction. It all starts with uncertainty. The manager must recognize the uncertainty and skepticism and build the best case for the need to change. You build the case as completely and clearly as possible. You create the “criteria” that both the existing situation and the change situation are compared to (the “falsification test”). The manager presents the case with complete command of all the issues and with the vision and commitment to re-position people’s thinking. Then, the manager works closely, and frankly, tirelessly, on getting the behaviors needed to bring about the change.

Marketing is not magic. It’s not something that you do today and expect to get results at once. It often takes a year or so before you can get return on investment. This is why marketing should be done correctly and consistently so you can attain good results.

These days, marketing is taking up so many forms. There’s online marketing which makes communication so much easier, and there’s the traditional marketing campaign. With more and more people using the Internet these days, it’s only fitting that you make your presence known in the online market. But make sure to strike a balance between online and traditional marketing so you reach out to all possible customers in your business. Making your presence known in all areas will help bring more people your way. But how should you reach out to your target customers? Use these materials to build your presence and get people into your business:

1) Social media and blogging. Everyone has a social media account these days. Why don’t you start there so you can interact with your prospective customers easily? Try to respond to their queries and share information to them so you can generate interest. You can also blog about your business. Put your URL on your website, business card, and other materials so people can visit it. Blogging and social media are easy enough to do so you don’t have to worry if you don’t have enough online experience.

2) Catalogs. A lot of people still ask for catalogs when deciding on what product to purchase. As such, it’s important that you still include catalogs in your marketing plan. Create visually appealing and impressive catalogs that will catch people’s eyes. Put all important details in your catalog templates to make it easy for your customers and prospects to decide on the product they need.

3) Conferences. This is a great avenue to get new contacts. Make sure though that you have the important materials with you when attending conferences which includes your business cards. Interact with other businesses and individuals so you can get new contacts.

4) Business cards. These are important cards that should always be in your pocket. Even if people use the Internet these days, you still have to bring your cards with you. Remember that everyone else with make their cards interesting and eye-appealing. Make yours unique and catchy so people will easily notice it. Even if your meeting has long been over, when the recipient sees your card, he or she will be instantly reminded of you.

5) Postcards. Keeping in touch with customers is an important task. You have to keep them updated with your business or give them special offerings which they can take advantage of when buying from you. Your postcards will be the perfect material to do that. Send your cards on a regular basis so people will be constantly reminded of you and your business.

Remember that marketing is not a really hard touch. It’s all about touching on your customer’s emotions. If you can find the best way to communicate with them, it should be easy to drive them to your store. It doesn’t matter what kind of marketing material you use, whether it blogs, email, or catalog printing. What is important is you are able to convey to them the messages that matter. Hand out interesting and compelling materials and pretty soon you will have a good customer base at your hand.