ARTICLE TEXT:
TO
GET BUSINESS….
GET
PUMPED
The
thrill of the chase………
Emotions
are highest and the adrenalin pumps fastest in the pursuit
of striving to achieve a goal. The uplifting sentiment
is infectious .
Look
no further than nature, with a sudden flight of birds or
a flock of wildebeest in the savannahs of an African game
park. It is a clear manifestation of the “fight or flight”
phenomenon.
In
business, marketing and sales the same principles apply
and the lessons learnt are parallel.
It
simply takes a leader and leadership for a sense of purpose,
focus, excitement and urgency to be inculcated throughout
the ranks of an entity and network of an integrated marketing,
selling, franchising or buying group.
Too
often, in the face of revenue downturn, increased competition
or economic volatility, many notable business leaders look
to externally oriented factors to stimulate interest, enquiries,
demand and sales. Reviews are conducted and amendments are
made to advertising, promotions, merchandising and pricing
strategies and tactics. Each involves considerable investments
of time, money, cerebral energy and resources. Sadly, often
the returns are short term, marginal and spasmodic.
There
is an alternative or, possibly, a pre-emptive, complementary
set of high achieving actions.
REKINDLE
THE FLAME
Entrepreneurs,
innovators, creators and growth oriented business owners
are typically characterised by reference to passion, enthusiasm,
excitement and pride. All are commendable virtues
which inspire commitment, persistence, resilience and success
itself.
The
measure, worth and value of such are difficult to quantify.
Indeed, the quantification of consumer traffic flows,
sales conversions, repeat and referral business is subjective.
What exactly is the lifetime value of a long term, satisfied
customer, over what time is the measurement taken and what
is the best measurement methodology?
To
revisit, refine and to recommit to the corporate culture
is an uplifting experience for staff members and all of
those in the supply chain. The exercise provides for an
upgrading in self-worth, which is sustainable.
As
an external change agent and interactive workshop facilitator,
I welcome witnessing team members address, verbalise and
extend aspects of the seven pillars of a corporate culture.
A sense of pride blossoms, value is recognised in the total
package which is offered to the marketplace and a positive
spirit is experienced.
The
temptation to price discounting and other short term
tactics quickly wanes, confidence is promoted and Key Performance
Indicators are soon attained and exceeded.
SELL
THE STORY
Conspicuous
in the current marketplace is widespread evidence of inertia,
mental tiredness, apprehension and exasperation. It is understandable,
but not acceptable.
Processes
are followed, but without conviction. No one is or gets
excited, particularly customers. There is a general
sense of shallowness.
That
is reflected in the bank balance. A quantum leap is needed
from those who “tell the story” (in rote fashion) to those
who “sell the story”.
Wait
staff members at restaurants have the capacity, through
their enthusiasm, to influence meal and refreshment selections
and to substantially increase receipts. No one person or
business sector is excluded from or immune to that reality.
The
rewards and returns from the efforts extended are almost
infinite.
Team
members appreciate and typically respond positively to the
attention being turned on them, in preference to or prior
to the usual increased outlays on advertising, promotions,
merchandising and price discounting. There is certain
consistency with and credibility to statements about “people
are the most important asset to a company”.
Let
me cut to the chase. For many business leaders who are seeking
to address and redress market circumstances which are less
than buoyant, the prospects for immediate and substantial
upturns in sales, profits, customer satisfaction and repeat
business lie within an organisation.
A
rekindling of the fire, the passion and pride for and about
a company, its product, services and people can be universally
rewarding. Seemingly attendant issues, like recruitment,
retention and the development of people are quickly and
favourably resolved.
For
those who doubt the currency of the propositions and the
underlying philosophy being espoused, I say “have faith”.
The
direct tangible and conspicuous activities of advertising,
promotions, merchandising and pricing reviews should not
be ignored, simply be tempered and sequenced.
Barack
Obama, the President of the United States of America inspired
a nation and, to a lesser extent, the world with the statement
“yes, we can”. He mobilised a sense of adventure and spirit
of the possible. The emotions were highest and the adrenalin
pumped fastest before election day in November, 2008.
The
tasks confronting so many business leaders are not so gargantuan.
The spirit is the same.
So
go ahead. Take up the challenge. Enjoy the thrill of the
chase.
