Business leaders for years have been taught to write a mission statement, a values statement , distinctive competence, and their Unique Sales Proposition. Leadership teams are sequestered off to three-day retreats to write these statements only to often return and go right back to practicing what prompted the retreat in the first place…Why? The reason is far too often is the “work” they did at the retreat was all “head work” and lacked “heart work”.
Posts Tagged ‘buyer persona’
24 May
Want to Jump Start Sales and Morale? Write a “Passion Statement” For Your Business….
Posted by Mark Allen Roberts in branding, buyer profile, buying experience, buying process, customer relations, focused passion, passion, right customer, right solution, Sales, sales velocity, shareholder value, strategic planning, strategy, TRUST, win. Tagged: buyer persona, marketing and sales, passion, passion statement, sales growth, strategy. 5 Comments
25 Apr
”V” is for “Velocity of Message In New Cadillac Commercial”…without any words
Posted by Mark Allen Roberts in advertising, buyer profile, buying experience, buying process, calillac, leadership, market leader, strategy. Tagged: big money wasted, BMW, buyer persona, buying process, cadillac, customer voice, grow sales, marketing and sales, sales process. 2 Comments
The burden of clearly communicating your message is on you as the manufacturer and or supplier. Recognizing this you must develop a concise message that reflects the problems your product or service solves for your buyers. Given the amount of messages the average consumer receives each day, you have a “minute to win it” …their attention that is.
27 Mar
Hey Delta, …Buyers Make Decisions in “their timeframe” Not Yours!Your Goals do not Matter to your Buyers
Posted by Mark Allen Roberts in buyer profile, buying experience, buying process, goals, Hippo, market leader, Market leadership, market loser, Marketing, problems, strategy. Tagged: back to basics, buyer persona, buyer profile, buyer timeframe, buying process, customer voice, delta airlines, goals, key indicators, Market leadership, strategy. Leave a Comment
Organizations that create objectives based on their needs and timelines and not their buyers miss key indicators and create frustration for their internal and external customers. Why do so many organizations create goals and key performance indicators from high within their organizations and not from the market and buyers in market?
9 Mar
Are Your Customers receiving a “Luke Warm” buying experience? …if so it’s costing you more than you know…
Posted by Mark Allen Roberts in buyer profile, buying experience, buying process, christian business, core values, customer relations, Hippo, leadership, luke warm experience, market leader, tough economy. Tagged: buyer persona, buyer profile, buying process, leadership, luke warm, luke warm buying experience, market problems, strategy. 4 Comments
The climate for business is difficult with consumer confidence low, the access to cash tight and record unemployment. However some organizations are thriving while others know something is wrong, and they are just blaming the economy. The economy is a factor; however it may be the main “why” behind your organizations’ struggles to make numbers if your clients are receiving a “Luke Warm” buying experience. Luke warm employees create a “just enough to get by “buying experience and that simply is not cutting it in this highly competitive environment.
27 Sep
Entrepreneur Best Practices: #10 “How” you “CHASE” New Business Matters….Do you want pepperoni with that new checking account?
Posted by Mark Allen Roberts in advertising, branding, buyer profile, buying process, customer relations, Entrepreneur, Entrepreneur Best Practices, growth, integrated marketing, leadership, market leader, Market leadership, market loser, Marketing, right customer, right solution, right time, Sales, sales enablement, sales tools, sales velocity, strategy, TRUST. Tagged: brand promise, branding, buyer persona, buyer profile, buying process, Chase Bank, Entrepreneur Best Practices, entreprenuer, Market leadership, Marketing, marketing and sales, marketing litter, sales growth, sales process, sales tools, strategy. 2 Comments
I have heard entrepreneurs say; “any marketing is better than no marketing at all…” and they can say this…but they would be wrong! Entrepreneurial leaders must insure the marketing vehicles and tactics they use support their brand and do not create an interruption.
Market leaders understand their buyers, their buying process and buying criteria.
28 Aug
2009 Health Care Reform Initiative Lesson #8; Buyers Become Tone Deaf to Lazy Marketing Messaging
Posted by Mark Allen Roberts in advertising, buyer profile, buying process, christian business, design and launch new products, discipline, Entrepreneur, Health Care Reform lessons, increase value, Launch, leadership, Market leadership, market loser, Marketing, performance improvement, problems, ROI, scale business, strategy, tough economy. Tagged: back to basics, buyer persona, buyer profile, buying process, customer voice, entreprenuer, lazy marketing, leadership, Market leadership, market noise, new product launch, Product launch. 2 Comments
Marketers who build their message from within the perceived safety of their office walls create lazy marketing messages that are perceived as safe, but do not resonate in the marketplace. When marketing and their creative teams build messaging from an inside out approach, versus the market needs and problems in, they create noise and buyers learn to tune out to the noise.
23 Aug
2009 Health Care Reform Initiative Lesson #4: Your Previous New Product Launch success (or Failures) Affect Current and Future Launches
Posted by Mark Allen Roberts in buyer profile, buying process, design and launch new products, goals, Health Care Reform lessons, increase value, Launch, leadership, Market leadership, market loser, Marketing, problems, ROI, strategy, targeted compensation, TRUST. Tagged: back to basics, buyer persona, buyer profile, buying process, goals, grow sales, Launch, leadership, lost business, Market leadership, market problems, Marketing, marketing and sales, new product launch, Product launch, Sales, targeted compensation. 2 Comments
At the Austin Pcamp last weekend I was speaking with a young product manager and he shared sales and marketing do not seem to be embracing his current new product launch. The first thing I asked him was;
“Have you launched other products or solutions recently expecting to sell 60,000 (and that was the sales goal) and you only sold 6…”
6 Aug
Are you Enabling your Sales Force or Emasculating them?
Posted by Mark Allen Roberts in buyer profile, buying process, leadership, Market leadership, market loser, problems, Sales, sales enablement, sales tools, strategy, tough economy. Tagged: add value, back to basics, bottom-line, buyer persona, buyer profile, buying process, entreprenuer, focus, grow sales, leadership, Market leadership, market problems, marketing and sales, Sales, sales growth, sales process, sales tools, salespeople, strategy. 9 Comments
Market leading Sales forces are singularly focused: to sell stuff.
Sales are one of the most accountable areas of the organization and often are under the constant microscope of senior leaders as they have a significant, immediate, and direct impact on the bottom line. Companies must enable their salespeople and not emasculate them. Over the past 25 years I have always preferred to hire the sales stallions over order taking geldings. Stallions require you to have a high emotional intelligence, and they will often try to get your goat, however they consistently produce and add value. While geldings wait to be told what to do, how to say it, and where to go. Mavericks are saying get out of my way or I will run over you.
28 Jul
The Expression of Joy Ad campaign by BMW; May be an Expression of Big Money Wasted
Posted by Mark Allen Roberts in Ad firm, advertising, branding, buyer profile, goals, increase value, Market leadership, market loser, Marketing, ROI, Sales, sales tools, strategy, tough economy. Tagged: add value, advertising, buyer persona, buyer profile, customer voice, integrated marketing, Launch, leadership, Market leadership, Product launch, strategy. 5 Comments
Companies spend millions and often billions to advertise their products in their marketplace however the effort to be creative often results in a dilution of their message. When your message lacks clarity, it requires an interpreter…and the variability of the individual interpreters’ ability (your salespeople) to articulate your value is not something market leading companies leave to chance today.
16 Jul
What Jimmy Buffet and Bruce Cockburn can teach Marketers about Nailing a Persona?
Posted by Mark Allen Roberts in bible and business, buyer profile, buying process, CEO, christian business, Entrepreneur, Founder, goals, increase value, leadership, Marketing, strategy. Tagged: add value, buyer persona, buyer profile, buying process, critical thinking, customer voice, entreprenuer, leadership, Market leadership, market problems, sales growth. 7 Comments
Hit songs, like hit products happen when we intimately understand a buyer persona and their needs, and that takes work. But once you have it, and speak in that person’s voice you will experience explosive sales growth.
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