Keep Your Eye on Solving the Problem

Whether you are selling to a customer, pitching a story to an editor, or writing a business plan, its key that you express what you do and how your technology works in the context of the business problem at hand.


In the case of sales – your customer has a problem, and is seeking an answer to his/her woes. So when a prospect visits your web site, picks up your literature at a tradeshow, or sees your ad online, they are quickly (within seconds) trying to determine what you do, and whether you have a solution that is right for them. It is therefore critical to always take the buyer’s perspective and keep their problems in mind when creating positioning statements or sales messaging.

When pitching your story to an editor, the objective and strategy is the same. You are still selling. The editor is the broker, and his/her readers are your customers. The best PR storylines are all about solving problems, and providing solid evidence (i.e. customer stories) to prove you’ve been successful in your mission.

This article in MIT Sloan Management review, takes the problem/solution sales paradigm to yet another level – business planning. The article covers business planning deal-killers and guides entrepreneurs on how to avoid these fatal mistakes. And the number one flaw of most technology start-up business plans? Failing to identify the problem and/or pain that your technology solves.

http://sloanreview.mit.edu/business-insight/articles/2009/2/5121/why-business-plans-dont-deliver/

I'm a convert

Word of mouth rocks. I've always been a believer in company's who leverage customer service and satisfaction as a differentiator. Its more rare than you think - especially in the technology sector, where there's a lot of emphasis on features and functionality as the company's unique value proposition. Just take a moment to think about the companies in your circle who provide over the top customer service. Probably not many. And when you do encounter them, you make a point of telling others. In today's world of social media and with the speed of technology at hand, a company's reputation and revenues streams can be build on word of mouth referrals. But that doesn't happen unless its a good quality product in the first place, and the company goes out of the way not just to talk about, but to live, breathe and embody customer service excellence.

Hands up if you are sick of hearing economy doom and gloom

I'm just plain tired of the negative media, and predictions of business failure that is a steady diet in the media today. Instead, being an optimist by nature, I'm perferring to hold onto a comment I saw on another blog; that people who found business in today's recesssion will be the millionaires of 2019.

Now, don't get me wrong. I have no delusions of millions in the bank. I am, however, choosing to move countertrend - establishing and growing my marketing business, Ignition, in a down economy.

My (Ignition's) focus is to provide my senior level marketing expertise to firms who may value marketing, but due to the economic conditions, elect not to invest in a heavy duty senior level marketing salary. What I'm able to do is plug into the company, triage their marketing, select a path appropriate for the stage of business, and work as that firm's "virtual vp of marketing" to pull in the resources to economy fill the need. Nothing gives me more pleasure than to have my clients refer to me as 'their marketing director."

Its working. I have a growing customer base, happy clients, and I get a kick out of giving smaller companies the benefit of a more mature, brand to help them rise above the fray, and attract customers, investors, and partners.

Many of my clients are also making good progress in a tough economy - one may have a record quarter; another has executed a financial turnaround that has them on the brink of profitability for the first time ever.

So don't lose faith folks. Stay focused and believe. I think the economy will rise again on the backs of small businesses and optimists, who'll say, to quote the movie Network's anchor Howard Beale, "I'm mad as hell and I'm not going to take it anymore." Let's turn off the naysayers, roll up our sleeves to do great - nay greater work than ever before.

Hats off to Obama and his new media team

First, as a Canadian, I'd like to extend my good wishes to all my friends and colleagues in the US, who welcome into office today President Barack Obama as the 44th President of the United States.

As a marketer, I'd also like to take my hat off to the President's new media team led by - who (probably before the President lowered his hand) launched a new and revolutionary WhiteHouse web site today - ushering in a true Government 2.o era. The site sets a new level for communication in the public sector, perpetuating and building on the the President's brilliant use of social media during his campaign. It looks and feels nothing like your average government communications vehicle. The site uses powerful messaging, dramatic imagery, video (promising weekly video addresses reminicent of FDR's famous radio fireside chats), blogs and other social media tools to deliver the President's agenda to the people and to solicit real time feedback from citizens of the US. In my estimation its a stroke of communications brilliance. If you haven't had a look at it yet - please do http://www.whitehouse.gov/