Author: Harm Stratman

Unleash the Potential of Word-of-mouth marketing (WOM)

Posted on by Harm Stratman

Today’s discussion will revolve around the potential of word-of-mouth marketing (WOM), incorporating a six-step strategy for success and over 30 distinct methods to boost your WOM marketing efforts. So, let’s dive in!

Here are the six key steps to maximize the potential of word-of-mouth marketing (WOM):

  1. Comprehend your customers’ values and priorities, which will provide insight into why they might be interested in your Product/Services .
  2. Gain knowledge about different consumer types: innovators, early adopters, early majority, late majority, and laggards.
  3. Determine the necessary decision stages for the adoption of your Product/Services .
  4. Utilize the insights gained in steps 2 and 3 to identify the effective choice of words and word-of-mouth strategies using the Decision Maker Matrix (we’ll explain this shortly).
  5. Amass the resources required to maximize the impact of your word-of-mouth marketing (WOM).
  6. Design and implement your word-of-mouth marketing (WOM) campaign.

The Decision Maker Matrix is an insightful tool, developed by George Silverman after years of experimentation. It primarily maps out various concerns you might face when dealing with different types of consumers and formulating a decision process for each one.

Now, let’s explore the 30+ strategies to maximize the potential of word-of-mouth marketing (WOM):

Rely on Experts

Experts come in various forms, and their insights should be integral to your WOM marketing campaign. Some potential expert sources of information include:

  • Customers
  • Suppliers
  • Subject Matter Experts
  • Sales teams
  • Expert roundtables
  • Expert sales groups

Seminars, Workshops & Presentations

Such venues present excellent opportunities to gain insights. Attendees at these events are usually open to providing feedback, enabling you to collect valuable information. Some potential events include:

  • Guest speaker programs
  • Seminars
  • Webinars
  • Group sales events
  • Dinner meetings
  • Peer sales groups
  • Expert panel video conferences
  • Trade show events

Referral Selling

As discussed previously, a referral program can support business growth in numerous ways. By employing the following strategies, you can uncover the key actions required to generate positive word-of-mouth:

  • Testimonials
  • Networking
  • Referral Selling Program

Emerging Media Platforms

The idea of “emerging” media platforms involves using new and rising media sources to spread the word about your Product/Services  and services while actively listening for feedback. Most social media platforms fall into this category:

  • Facebook and its associated tools
  • TikTok
  • Instagram
  • YouTube
  • WhatsApp
  • And numerous others

Utilizing Traditional Media for Word of Mouth Marketing

Traditional media is a powerful platform to gather feedback. These channels remain mainstream methods of communication with the public and customers. Some examples of traditional media outlets include:

  • Customer service
  • Public Relations
  • Placements
  • Events
  • Promotions
  • Word of mouth via ads, sales brochures, or direct mail
  • Salesperson initiatives, star sales teams, or peer training
  • Word-of-mouth incentive programs (“Refer-a-friend” programs)
  • Customer gifts that can be shared with their friends (articles, how-to manuals)

Internal Word of Mouth

  • Foster word-of-mouth communication and feedback sharing among employees, friends, and family
  • Provide incentives or commissions for successful word-of-mouth marketing (WOM)

As evident, there is an array of strategies to enhance your positive word-of-mouth marketing (WOM) efforts. If you require assistance with any of these aspects, don’t hesitate to try our FREE test drive to access exclusive resources that can help you put this whole thing together.

Call me and I will show you how to be more successful without breaking the bank!

Have a great day!

Harm Stratman

704 737 3785

Maximize Your Resources – Part 2

Posted on by Harm Stratman

 

Last time we talked about the first three areas to work through in maximizing your current resources. They were:

  • Recognize the obvious
  • Unconventional breakthroughs
  • Face the facts

Today we’ll cover the next three, which are:

  • Reveal your business’ soul
  • From breaking even to breaking the bank
  • Stand up and stand out

 

Reveal Your Business’ Soul

Every business has a soul and you likely felt it the strongest when your business was just starting. It’s that passion, newness, and momentum you had at the very beginning. Sometimes that can get lost along the way as your business gets stagnant and set in its ways. You have to break out of that rut and get back to your business’ true soul.

The philosophy of putting your client’s needs above your own is the true key to success. You need to serve your clients not sell to them. They want to build a relationship based on trust, not a used car. Add to these responsibilities your ability to solve problems, handle special situations, be a friend to your clients and focus on offering valuable, high-quality products/services. Only then will you get back to the basics and find you have more resources than you thought.

From Breaking Even to Breaking the Bank

One of the classic and most used ways to attract clients is to offer them a ridiculously low price on their initial purchase and lock them in for future purchases. You see this approach with movie or book clubs and even credit card companies that offer lower interest rates for the first six months.

Essentially, you are offering them a deal on their first purchase and then you offer them back-end and add-on products along the way. These are naturally higher prices and will bring them in to more of an intimate relationship with you and your company.

Stand Up and Stand Out

You need to stand out from the pack among your competitors. The only way you can do this is through consistency and value. You do this by discovering what your USP (Unique Selling Proposition) is and perfecting it. Here are some tips to help you find and develop your USP:

  1. Look for unfilled needs in your industry.
  2. Use preemptive marketing.
  3. Use a technique that is clear and to the point.

This wraps up this post. If you need help with any of these areas and techniques, try our FREE test drive to access a wealth of resources and tools.

Maximize Your Resources – Part 1

Posted on by Harm Stratman

Over the next few posts, we’re going to talk about how to take a hard look at your current resources and get the most out of them. This can help your capital go further and increase your profit margin.

Today we’ll cover three separate ways to maximize what you already have. These include:

  • Recognize the obvious
  • Unconventional breakthroughs
  • Face the facts

Recognize the Obvious

Sometimes when you are too close to something, you can’t make out the big picture. You need to step back and really take a hard look at the resources you currently have in front of you. You are surrounded by opportunities that can boost your career and help your business become more successful.

Unconventional Breakthroughs

Don’t sit around waiting for breakthroughs, you need to create them yourself. A breakthrough is merely a new way of doing things or finding a new thing to do for the same or better results. You should be having regular brainstorming sessions and encouraging your team to come forward with breakthroughs or ideas any time they have them.

Some great examples of breakthroughs are:

  • A health and beauty company discovers a side effect of a product that can be re-marketed and sold.
  • A company creates a roll-on deodorant inspired by the shape and size of a ballpoint pen.
  • The founder of Nike poured rubber onto a waffle iron and created the most innovative and successful running shoe ever.

When attracting or strategizing for a breakthrough there are some key objectives you need to keep in mind. They are:

  1. Looking for the hidden opportunity in every situation.
  2. Looking for at least on cash windfall for your business every three months.
  3. The more value for your client, the better your breakthrough.
  4. Creating multiple streams of ideas to find the best breakthroughs.
  5. Effective breakthroughs remove all risk or resistance.

Face the Facts

Before you can put your breakthroughs to work you need to face the facts of the processes and systems that are not working for you and work to correct or get rid of them. System analysis is an effective way to do this. Once you have a listing of your strengths and weaknesses, you need to compare those to the strengths and weaknesses of your competitors.

There are some great questions you can present to yourself and your team to get a handle on where your business is right now. They are:

  1. Why did I first start this business? Why am I in this industry?
  2. What products/services did I offer then? Which were the most popular?
  3. Why are my customers/clients buying from me right now?
  4. How did I generate new customers/clients then?
  5. Which of my marketing efforts brought in the best results?

Once you’ve got some answers to these questions, you’ll know better how to approach your weaknesses.

These three areas we’ve gone over give you a jumping-off point for how to utilize your current resources to their fullest potential. If you need any help with your strategic or systems analysis, call me for an open and honest conversation. It is all about your company’s acceleration!

5 Killer Mistakes – Part 3

Posted on by Harm Stratman

 

The last 2 posts covered the first four of the killer mistakes you can make that will not only make you lose your fish but possibly your entire company. Today we’re going to talk about the fifth killer mistake: Up Cash Creek Without a Paddle.

Even when business is good, there’s still a chance of running out of cash flow. You have to always be prepared for a slow in sales or a surge in expenses. One of the keys to balancing your cash flow is to get your clients to pay on time. This can seem like a nightmare but is absolutely essential to a successful business.

Here are some tips to speed up the payment process:

  • Always send invoices on time and adjust your records for potential audits.
  • Learn how the client processes payments on their side and find out precisely where to send invoices.
  • Find out who’s in charge of processing orders and payments, so you know who to contact if needed.
  • Have a follow-up procedure in place, just in case.
  • As a last resort, call your contact to ask questions.
  • Always make sure your invoices are correct before sending them out.

You also need to make sure your cash flow is protected. You can do this by:

  • Always know which accounts need paid and when.
  • Negotiate with your suppliers for the lowest cost possible.
  • Have a bank contingency plan in place.
  • Build your own investor network.

These are all great ways to protect the cash flow of your business and prepare for fish transitions and slow sales. These last few lessons are all about finding and catching your big fish clients. These clients are essential to your success and you need to take the time to work through each of these steps carefully and correctly for the best success.

If you need help with any step of the process of catching your fish or subsequent big fish clients, try our FREE test drive for access to a wealth of great tools and resources as well as our business coaching staff.

5 Killer Mistakes – Part 2

Posted on by Harm Stratman

5 Killer Mistakes – Part 2

In the last post, I covered the first two of the 5 biggest mistakes you can make in dealing with big fish clients. Today we’ll cover the third and fourth ones: Taking on More Than You Can Handle.

When you take on too much, your business can’t keep up and therefore you can easily lose control of everything and find yourself barely functioning. You want your business to be successful, no doubt, but you need to have a plan for how you will handle the growth. Your clients expect great customer service and high-quality products/services, they don’t know or care about your behind-the-scenes operations to get those things done.

  • Look for these signs that you are taking on more than you can handle:
  • Clients’ needs aren’t being met.
  • Employee morale is low, clients are upset and you’re in a panic.
  • You have to react in emergency mode to save accounts.
  • Your current clients are suffering from trying to keep up with new business.
  • Profits are going down.
  • You are just trying to pick up the pieces of your business.
  • Your clients/customers leave.
  • Resources are being reallocated.

There is a trick called the Mock Fish Plan. This plan can help you react positively when you are facing some or all of these things and help you get your business back on track. This plan will:

  • Help increase sales in a short period of time.
  • Alter your products/services for the better.
  • Fulfill promises you made to your clients.

There are six steps to this plan:

  1. Bring in your best team and have them all help to meet the fish’s needs.
  2. Review your operational system.
  3. Anticipate future problems better.
  4. Communicate better.
  5. Include costs in your quotes.
  6. Always have a backup plan.

All Your Eggs in One Basket

You can allow your company to become dependent on any one fish. Eventually or for certain periods there is going to be a slowing down period with your fish. To stay in the game, you need to diversify.

If you’ve ever mishandled a fish, you could drive away potential fish as well. In order to keep balance and prepare for a strong future, there are a few things you can do.

  • These things include:
  • Stay in the loop and try to know what’s going on inside your fish’s company.
  • Constantly reinvent yourself and stay at the top of your industry.
  • Stay exclusive.
  • Try to secure multi-year commitments and contracts.
  • Spread your contracts out.
  • Price your products/services correctly.

You also need to work to reduce your dependency on your fish. This can generally be measured in sales or profits. Take a look back at the process we’ve used thus far to snag more fish to keep this all in balance.

These are the ways you can help avoid the killer mistakes that can make you lose it all. If you need help with any of these tips or tricks, try our FREE test drive to get the help you need fast.

Next time we’ll talk about the last of the killer mistakes and how to combat them from hitting your business hard.

To Your Success

Harm Stratman

5 Killer Mistakes – Part 1

Posted on by Harm Stratman

There are 5 big mistakes that will kill a deal with a big fish. They are:

  1. Not meeting the client’s expectations
  2. Mishandling a client crisis
  3. Taking on more than you can handle
  4. Putting all your eggs in one basket
  5. Up cash creek without a paddle

Anyone or a combination of these can not only kill the partnership but have the ability to take down your company as well. We’re going to take a bit of time to talk about each one of these, in this lesson we’ll cover the first two.

Not Meeting Client’s Expectations

It’s essential you give your clients exactly what you promised during the negotiation portion of your relationship. If an event does happen where there is no way to meet the client’s expectations, not only do you have to find a way to fix the situation, but you also have to find out where it all went wrong.

A couple of things could have contributed to this problem:

  1. Bad salesmanship. This could mean the salesperson was trying too hard to seal the deal and didn’t listen to the client’s needs.
  2. Lack of communication. This breakdown occurs between the salesperson and your operations department.

In order to avoid these mistakes, you need to put a clear plan of action into place that all of your sales staff needs to follow:

  • Think before you speak.
  • Give yourself a break.
  • Perfect your process.
  • Pre-format over-deliverables.
  • Stay hands-on throughout the entire process.
  • Define success.

Mishandling a Client Crisis

Crises will happen, but how you respond and fix them will define your company and interaction with your clients. You need to respond quickly and effectively. This will help you gain even more trust and confidence from your client.

Some simple tips can help you deal with any client crisis:

  • Take responsibility and apologize for no matter who is at fault.
  • Act swiftly and effectively.
  • Step in and take control of the situation.
  • Never point fingers or place blame.
  • Stay in constant communication with your client.
  • Stay calm throughout the situation.
  • Keep your eye on the ball.

 

Now, that you know the top two mistakes you can make to kill a big fish deal, you’ll know better how to avoid making these mistakes in the first place and know how to put a plan of action into place in case of a crisis.

If you need help with any of this, try our FREE test drive to get all the help you could ever need.

Next time we’ll talk about the 3rd and 4th killer mistakes you can make in working with big fish clients.

Untangle the Red Tape

Posted on by Harm Stratman

In the last post we discussed how to introduce the big-company mindset into your business and get your team onboard. Doing this will help you overcome the mental obstacles that might keep you from being successful. The next step we’ll discuss is which big fish to focus on. Before you put a plan together, it’s important that you understand how your potential big client operates. We’re also going to take a moment to talk about the potential “red tape” you may encounter along the way.

 

The most important information to collect about your big fish are their purchasing habits and procedures. There are four main elements to focus on in order to be successful:

  1. Responsibilities: You need to know who has influence over purchasing, who does the actual buying and who could kill a deal if they wanted to.
  2. Get on Their List: You need to know how to get on their list of preferred vendors. Your name needs to not only be on the list, it needs to be at the top of the list and in as many categories as possible for more interaction. Ask about a procurement program and what you need to do to go through the application process.
  3. Lingo: You need to learn the company’s unique language and communications methods. These could include report names, buzzwords and even the nicknames they have for their employees.
  4. Fiscal Budgets: It’s essential you know the fish’s fiscal calendar, so you know exactly when they are planning their budgets for the next year.

Now that we’ve talked about what you need to know about your fish, let’s take a quick look at the potential hurdles. Bureaucracy might as well be a “four-letter” word with the emotions it stirs in all of us. “Red tape” is a necessary evil, but you can learn how to work around it.

Here are two ways to do this:

  1. Analyze their activity.
  2. Review their correspondence.

Being an outsider looking in can have its advantages too. If you hate dealing with the “red tape”, imagine how their employees feel dealing with it. If they need to crunch some numbers, offer to do it. If they need more information, make sure you are giving it to them in a user-friendly way.

 

The topics we discussed in this Blog will help you prepare for the big approach. If you need help with any of this, try our FREE test drive to find the right tools to get the job done. We are there to help and support you! And remember , we work on the basis of ” No-result-No-fee”.

 

And when you want to read a great book about this subject : ” Bag The Elephant” , written by Steve Kaplan

Image result for Bag the Elephant. Size: 137 x 170. Source: www.barnesandnoble.com

Be One with the Fish!

Posted on by Harm Stratman

In the last post, we started our series focused on attracting big clients, or “catch big fish,” that will sustain your business over the long run. Today, we will take that a step further by talking about how to understand and think like a big fish company and how that can help you plan your approach and find success.

Before you can start the process of landing big clients, you have to make sure your entire team is on board with your approach and vision.

There are six keys to finding big client success. They are:

1. First Impression: You must remember you usually only have one shot to land a big client. If you make a mistake, they aren’t going to consider you again. Never give them a reason to doubt your abilities. Be Prepared!

2. First Priority: Your fish must always feel like they are your first priority. Return calls and emails immediately and find solutions to their problems or questions as quickly as possible.

3. Flexibility: You need to be flexible in your negotiations. If they need a special service or for you to customize a product, say yes for the benefit of your long-term success. A little hassle now will pay off later.

4. Long-Term Mindset: This goes along with the last one a bit. As you are approaching and negotiating with big fish, you need to think about the long-term benefits for your business. If you go for a one-time big score, you will lose their interest.

5. Have Fun: Work should be fun, even when trying to land big clients. In fact, this should be the most fun. You are sharing your vision with new people and including them in your future success and likewise. People work better in a fun, happy environment. Your passion will also be contagious and pull the fish into your pond.

6. Help Them: If you take just a little bit of time and offer your clients solutions to save money or time by introducing them to potential business partners, this will show you are invested and interested in their business. Strive to find a balance between your business needs and your client’s needs.

Here are some tactics you can use to get your team prepared to catch some big fish:
●Post the six keys described above for all to see.
● Put together a performance-based incentive program.
● Conduct frequent team meetings.
● Use a “right now” policy that dictates big fish calls be answered immediately.
● Offer awards/recognition for big-company ideas and executions.
● Put together a training and certification program based on the six keys above.

These 6 keys and tips will help you instill a big-company mindset throughout your company, which will help you be more prepared and more likely to land your big fish. Once your team is thinking this way, you’ll be unstoppable.

Success, and when you need support, you can always contact us!

Are You On The Right Path?

Posted on by Harm Stratman

There are a number of factors to take into consideration when prepping yourself and your company to approach the largest clients you’ll ever work with.

Today we’re going to start with a brief look at the three different paths out there and show you which one is the path to success. Then we’ll talk about the mindset it takes to attract the big fish.

There are three different growth paths a business can take:

  1. Snail Speed
  2. Shooting Star
  3. Catch the Big Fish

 

1. Snail Speed

Businesses end up growing at snail speed when owners think they can find quick and easy success. They work hard doing the wrong things and end up without much reward or success. You may also find yourself following this path when you are afraid of change. The result will be slow or no growth.

2. Shooting Star

This describes a business that shoots to the top so fast that they are overwhelmed and don’t have the right resources to adapt. This can also happen when small clients take up all your resources, and you don’t take the time to find large clients, which is what will sustain your business after the small client sales slow down.

3. Catch the Big Fish

This is the path that allows you to build at a steady pace that you can manage by not allowing your customers to outpace you. You can achieve this by putting these tips to work:

  1. Attract, keep and lock in big clients.
  2. Integrate “big business” culture into your company and employees.
  3. Acquire the expertise you need to grow.
  4. Have the courage to make changes as you grow.

 

Now we are going to transition a bit and talk about the “big fish” mindset. It may sound easy to find and catch that big fish, but if you are stuck in the small business mindset, you may find it harder than you think.

Think of all the benefits of aiming at bigger clients:

  • Inexpensive
  • Highly Profitable
  • Longevity
  • Security

 

To catch the big fish, you need to believe your company can make a difference for theirs. It’s easy to get into the mindset that a large company doesn’t need anything from a small business like yours, but this is entirely wrong!

It is essential to know which types of “Big Fish” are the best fit for your company. You can figure this out by taking a good look at how these big companies operate. One of the best ways to get in the door is by knowing someone on the inside who can put in a good word for you.

If you’re not sure where to start and feel a little intimidated about catching big fish, try our FREE test drive to get help from your amazing business coach.

Another Secret Revealed

Posted on by Harm Stratman

In the last post, we talked about the first secret to building a solid customer service plan and how to decide what your vision is. 

Today we’ll talk about the second secret in taking your satisfied customers to raving fans. You must know what your customers want. Know who your customers are and you will know better how to serve them. Demographics are essential here. An upper-class woman in her 30’s is going to have completely different expectations than a blue-collar worker in his 50’s.

There are four main areas you need to consider and plan when figuring out what your customers want:

  • Listen to Your Customers
  • Ask Your Customers Sincerely
  • Offer More than Just a Product/Service
  • Know When to Ignore Them

 These are all important when deciding what your customers want out of their shopping experience. 

Listen to Your Customers

It would help if you listened to both what they say and what they don’t say. Customers may say they want one thing and really mean something else. For example, if your customers are begging for lower prices, you may find out their real priority is quick delivery.

Also, listen to your “silent” customers. These customers don’t bother to complain because the service is so bad they’ve just given up and don’t feel like their voice matters. They feel unwanted, and when a competitor shows up, they’ll be gone.

Lastly, you need to listen to customers who only reply with “fine”. These customers are similar to the “silent” customers in that they are so used to bad customer service they only give a monotone response. 

Ask Your Customers Sincerely

If you aren’t sincere when you ask their opinion, they will see right through you. You may be thinking, “What about the customers who aren’t saying anything?” It would help if you asked them sincere questions that get them thinking about their experiences. Make them feel like you care … and you should!

Offer More than Just a Product/Service

Your customers are looking for much more than a simple product or service; they are looking for an experience that makes them feel good. They grade you on every step of the process. When you consider this and treat them like people, they will feel like they belong.

Know When to Ignore Them

You may think this goes beyond providing good customer service, but in reality, you can’t give them everything, and you will never make some people happy. You have to set limits and stick to them. If your vision and company don’t meet the customer’s needs, they will be best suited somewhere else.

These are the steps and tricks to figuring out what your customers want and how you can use them to work on your customer service vision and plan.

If you get stuck, try our FREE test drive and let us help you through the process.