Improvise, Overcome & Adapt: 3 Keys to Successful Business Development

Image by League of Dead Films

 

Like many people I know, I’ve slipped a movie quote or two into more conversations than I care to count. While some may view it as an unnecessary distraction, I see it as an art form. Knowing when to crow bar a movie quote into a conversation takes skill!

I’ll give you an example. I coach my son’s baseball team, and not too long ago, I threw batting practice. At one point, when throwing to my son, he hit a scorching line drive right back at me. Instead of ducking behind the screen, I turned to my left and tightened my right arm to absorb the hit. It hit me flush in the middle of my upper arm, which immediately began to throb.

When I got home, my son was overly excited to tell my wife that he had drilled Dad in the arm. After yelling at me for being macho instead of safe, she offered ice and asked where it hurt. The movie quote guy in me responded with a line from the classic Chris Farley flick, Tommy Boy. Pointing to various spots on my arm, I said, “Well, it hurts here. Not here, or here so much. But right here.”

Another movie I’ve found quote-worthy many times is Heartbreak Ridge, the 1986 Clint Eastwood vehicle. Early in the movie, Clint’s character (Sergeant Highway) takes command of an undisciplined group of Marines, and has them assemble outside the barracks first thing in the morning. Sgt. Highway is wearing an olive shirt, while the platoon is wearing all different colors. The dialogue that unfolds:

Highway: “Strip off those T-shirts.”

Marines mumbling, as one says: “Say what?”

Highway: “You’ll all wear the same T-shirts.”

The following morning, the Marines gather outside the barracks, all wearing the same olive color shirt. Highway, however is wearing a red shirt. This scene plays out as follows:

Highway: “Strip off those T-shirts.”

Marine: “Gunny. We’re all the same.”

Highway: “Same as me?”

Different Marine: “How the hell are we supposed to know what kind of T-shirt…”

Highway: “You improvise. You overcome. You adapt. Now get off those god-@#$% T-shirts now.”

Later in the movie, the Marines do exactly as Sgt. Highway directed: they improvised, overcame and adapted by figuring out which T-shirt Highway would be wearing the following morning.  Sgt. Highway’s mantra has real-world application, no matter the industry, job or task.

When it comes to business development, being able to improvise, overcome and adapt are three keys to success. Each has its own meaning, but all point toward the same goal: winning new business. While it’s a job responsibility and task given to a specific team, business development touches every group within a company, as Chris Farber deftly notes in a recent post. It stands to reason then, that the three keys mentioned above also apply across corporate groups.

Improvise: to make, invent or create something using whatever is available.

It’s not often that the business development process unfolds as planned. Things often go awry, from rescheduled meetings to unexpected people in attendance that threaten to derail the process. A business development pro can improvise in a rapidly changing environment, but do so while maintaining credibility. Perhaps you’re presented with new information during a meeting that will quite possibly change the direction of the conversation. By asking power questions, you’ll elicit the information you need to improvise.

Note: improvise also refers to speaking or performing without preparation. My suggestion: don’t do this. Always prepare. Leave improv to the comedians.

Overcome: to successfully deal with or gain control over something.

Obstacles. Objections. Business developers encounter these roadblocks at every turn in the process. What separates the pros is their ability to move past these challenges and keep the cycle moving. Overcoming objections (a topic for a future post) might require the business development pro to improvise. Knowing your product and its benefits (not features), along with your prospect’s pain points is one way (for starters) to successfully overcome a client or prospect’s objections.

Overcome also has another meaning: to defeat someone. If you approach business development in this way, the only defeat that can be ensured is yours. Don’t; just don’t. Business development is a collaborative process, not a one-person war.

Adapt: to change something so that it functions better or is better suited for a different purpose.

Darwin’s theory says that survival goes to the fittest. In business, this is only partially true. Survival and success goes to those that can also adapt to new regulations, changing industry demands and rapidly evolving technology.

For a business development pro, having the ability to adapt is critical to success. It’s not the same as improvising in the face of new information received during a prospect meeting; rather it refers to changing the overall approach as directed by client and prospect feedback. In the financial services industry, frequent rule and regulatory changes can have a dramatic effect on firms. Getting ahead of these developments by adapting the business development process to focus on new requirements demonstrates credibility and adaptability.

So as Sgt. Highway commands: “Improvise. Overcome. Adapt,” or he’ll tell you to strip off that business development T-shirt.

#improvise #overcome #adapt #winning

Why Your Company Should Use Case Studies to Shift Sales Into High Gear

Case studies have long been a marketing tool used by consulting firms to demonstrate value. However, any company that sells products or services can leverage case studies to drive sales with new clients and increase sales from existing clients.

Regardless, they are a powerful tool in the sales process and companies from all industries should use them to drive business. There are several key reasons case studies can help your company drive sales and should be part of your sales arsenal. Before discussing these key attributes, let’s review the proper format.

Navigating Case Study Format 

1. Background/Challenge

This section describes a client’s pain point (s) that your company’s products/services helped overcome. Demonstrating an understanding of specific pain points will resonate far more with prospects than simply saying, “We understand your issue with ‘X’”.

Think about it this way: would you rather see a doctor that has an understanding and experience treating your specific medical ailment or one that doesn’t?

2. Diagnosis/Solution

Once a company has hired your firm, or purchased one of its products or services, the real work begins. From start to finish, whether for a quick one-day installation of carpet or a multi-year implementation of a data, trading and reporting system for a financial services firm, establishing a good working relationship with your client’s staff is a critical success factor.

A compelling case study will show your prospect several things: an ability to work with people and teams, analyze problems and craft realistic solutions. The Diagnosis/Solution section demonstrates your company’s ability to help prospects navigate through change of varying complexity. Given the detail necessary to provide a sufficient description of your company’s involvement, this component of a case study should be the longest.

3. Results/Impact

This is where the rubber meets the road.

Companies buy products and services or hire other firms to produce tangible results. For some, the goal is improving operating efficiency; for others, driving top-line growth is the desired outcome. Either way, if your firm has helped clients achieve their objectives, then this is where you describe those results.

The Results/Impact section should include a brief summary of the background and teamwork components, and conclude with the tangible results your company delivered. Numbers speak more loudly than words, so quantify results wherever possible.

• Did your client’s sales increase? If so, by what percentage?
• Were you able to help them reduce errors, or improve productivity?

These are tangible results and, quite often, clients will be happy to share this information – if you ask. With this in hand, you can draft a robust and compelling Results/Impact section that illustrates your company’s value proposition.

Having covered the format of a case study, let’s look at why case studies are such a powerful weapon in a company’s sales arsenal.

How Case Studies Can Accelerate Sales

1. Proof of Concept

‘Been there, done that.’

This is strongest value that a case study provides to your prospect. It shows your firm’s ability to solve pain points that your prospect is currently experiencing. When you can articulate that you have already solved the same problem they face, that experience is worth its weight in gold.

2. Focuses on Benefits, Not Features

Too often, the sales process bogs down when trying to communicate value, in the form of features (“With us, you get ‘X’, ‘Y’ and ‘Z’). For a prospect that is struggling with an issue, hearing about the benefits they’ll gain (“Here’s how we’ve helped others and can help you, too) is far more important. Illustrating benefits helps a prospect understand how your product/service can address their pain point. A list of features only describes characteristics of a product/service, which is relatively meaningless to the prospect.

3. Highlights Competencies

Before buying a product or service, companies want to know that your firm has the expertise to support them. Not only can you present a viable solution to their pain, but you also have the expertise to implement the recommended solution. And post implementation, it shows that you have the knowledge and wherewithal to help the client deal with the issues that will inevitably arise.

4. Illustrates Client Relationship Skills

It’s been said that, all things considered, people buy from people they like. Case studies can demonstrate your company’s likability in that they describe how well your company and its people work with others. Perhaps you had to bridge the gap between two internal stakeholder groups, or help teams understand the value they’ll gain from releasing a death-grip on outdated legacy processes. Either way, it shows your ability to empathize and respect others, while moving the project forward.

5. Shows Ability to Produce Results

When you can deliver results for clients, they will continue to buy your products and services. Case studies show that you have real-life experience producing meaningful results, and gives client and prospects with a strong reason to buy your products or services.

Who benefits from using case studies to drive sales? 

In short, any company.

For example, financial services firms use case studies to articulate the ways in which they produce value, whether through investment performance or improving efficiency of operations teams. Case studies help IT companies illustrate the value they’ve produced for clients by enhancing security, stability and organization of technology architecture. Recruiting firms use case studies to describe how they’ve delivered value for clients by leading hard-to-find placements or time-consuming searches.

Case studies improve your company’s credibility, brand awareness and sales growth. They can also build and reinforce relationships and trust with clients and prospects. If you’re not using case studies to shift sales into high gear, what’s holding you back?

How To Use Email To Hit the Mark

Don’t Fail at Email!

Email is a vital marketing tool for attracting new clients while keeping in contact with current clients. However, many companies overlook important structure and content items, with often disappointing, if not disastrous results.

The following items, when used in email marketing campaigns, can render the email useless, and frequently divert your important email to the junk mail folder. Some of these are content-related, and can be just as damaging. Do any, or all of these, and you’re well on your way to a successful fail mail campaign!

1. Attachments

Unless you’re emailing to people/companies with whom you’ve had a previous dialogue, sending emails with attachments is an effective way to go directly to the junk mail folder.

2. Pictures

Not to be confused with HTML imagery; emails with .jpeg, .png, and other image formats often find the spam folder with impressive speed.

3. Lame Subject Line

Since email is often the first introduction of your firm to a prospective client, why use a boring, stale and unattractive subject line? Lame subject line equals rapid-fire deletion.

4. Too Much Content

Ever receive an email and open it, only to be greeted by content whose length rivals CVS receipts? While grunting, “Ugh” in exasperation, you click to delete the email with a brutal efficiency.

How far did you read, if at all?

5. Too Little Content

Sending an email with barely more than a subject line is like to telling your prospective client, “I’m too lazy to bother with giving you enough information to help you find out more about us, but you should buy anyway.”

Let me know the next time you find a prospect or client that accepts this ‘offer’.

6. Weak Content

When it comes to communication, content is king. Make sure that it’s the best it can be! Perhaps you’ve got the right amount of content, but the content itself lacks the sizzle that attracts people. Without a compelling message, prospects won’t see value in your company’s products or services.

Use strong, powerful words…like verbs. Typically, the point of an email is to solicit some sort of positive response. Having a call to action with verbs does just that. It puts prospective buyers in the frame of mind of using your product and elicits an emotional response to using your product.

A Volvo dealer might close an email to prospective buyers with the following call to action.

“Grip the wheel. Sink into the soft leather seats. Experience the exhilarating sensation that only comes from driving a new Volvo. Test drive yours by the end of the week, and get $500 cash back toward your purchase!”

7. Lack of Links

Posting links in your email campaign is a simple, yet effective way to drive traffic to your company’s website. It’s also far more Google-friendly. Depending on the length of your email, you should have 3-5 different links (not five links that all go to the same landing page). One hint – make sure that your website content is compelling too!

Email is a critical form of communication for companies of all sizes. Some use it mostly for interacting with clients; others use it to drive new business. Either way, following these simple guidelines increases the likelihood that your important emails reach the target audience and deliver the right message. With one chance to make a good first impression, why wouldn’t you make the extra effort?

Welcome to Our Blog!

 

 

 

As a writing and marketing company, we recognize that communication is the most important part of what we do. It’s how we build brands, deliver news and provide ongoing, meaningful content for our clients. Sure, communication begins with effective writing, but it takes many forms. Blogging is one such form. This is our blog, and we invite you to step in and look around.

With our blog, we hope to convey useful ideas, thought-provoking topics and relevant information about writing, marketing, business strategy and leadership, all infused with a sense of humor. Occasionally, we’ll drift from our regular themes to discuss topics that might seem as if they come out of left field. Why? You never know what will spark a conversation, and besides, like you, we have interests beyond the day-to-day. We might blog about sports, travel or whatever strikes our fancy.

Mark Twain once wrote, “Write without pay until someone offers to pay.” Writers can relate to Twain, particularly those who’ve toiled away at dead-end jobs while attempting to scratch out a living writing. For years, while working tirelessly (and often, I felt, mindlessly) in the financial services industry, I looked for, and snatched up any job-related writing opportunity that arose. The type of writing mattered little. I enjoyed the writing process, as well as the break from the daily monotony. Technically speaking, I was paid to write. That’s how I saw it, even though I’m sure each company viewed my writing proclivity as just another way to squeeze more out of me without having to pay me anything beyond my salary.

At some point in our lives (usually when we have to start paying for stuff), the realization hits home that we need to get serious about making money. “Put your dreams aside, son,” we’re told, “it’s time to get serious about your career.” Armed with that enthusiasm-crushing advice, we march off to some button-pushing, lever-pulling job that is neither inspiring nor fulfilling. I know, because I’m describing myself. If you’re not doing what you feel passionate about, you’ll continue to feel the call of something different…something better. For me, I felt the call of writing.

Throughout my career, I’ve found that, with respect to writing, people fall into one of three buckets. These are merely my observations, but they’ve proven accurate.

1. People Who Can’t Write

This group represents people for whom writing is an unbearable chore, as they tend to have neither the desire nor the ability. The English language is extraordinarily complicated, so it’s hardly surprising that grammar, spelling and style can flummox people.

2. People Who Can Write, But Don’t (or Don’t Want To)

In this group are people who have the talent and ability to write, but avoid it wherever possible. They find it to be a grueling task, akin to having teeth pulled. Though people in this group understand the importance and value of well-written communication, they’re often focused on other high-value tasks.

3. People Who Can Write and Do

Like any other writer, I fall into this bucket. You love writing, and can do it all day. It’s not a chore or task, at least in the sense of enjoyment. Sure, the occasional writer’s block pops up, however it’s not an insurmountable challenge. Not every assignment offers heart-pumping excitement; it’s the act of writing that fuels us.

We’ve had clients from each bucket (though mostly the first two), and each offers its own unique experience. Though shortened forms of communication are valued today (e.g. Twitter and text language), businesses can’t afford to have mistakes in their marketing materials, website content, blogs or sales proposals. One small grammar or style miscue can make all the difference between landing a big deal and seeing the competition win the business.

So, with all this said, how important is writing to you and your business?