Why we choose to fail
Like most high achievers I have battled with failure and have fought self-limiting beliefs. I have studied NLP and considered dozens of theories of why some of us can face the daily battles of life with a smile and a laugh and why others need to struggle more.
As a business consultant, sales recruiter and speaker I connect with people everyday whose fear of failure holds them back. This affects careers, businesses and relationships. In the end, it is our fears that create failure. The biggest hurdle for most of us is not the work or skill to become successful but simply accepting that we are able to become successful at all. We lack the confidence, self-esteem and self-love to expect success and our doubts create failure.
I believe that most approaches to failure over complicate what is really a very simple problem.
I believe that we fail for one very simple reason – we choose to fail!
Before I explain my position let’s get on the same page about a few things.
I believe that as humans we all have free will and the ability to decide how we feel about anything that is happening directly or indirectly to us. In other words, reality is perception and how we perceive our world determines our reality.
I believe that if we have fully participated in an activity and enjoyed ourselves then we have succeeded. I am not talking about winning and failing in absolute terms but winning or failing in our ability to effectively participate in life.
I believe that if you are able to take on any challenge that interests you then you are a winner.
I believe that if you walk away from opportunities, avoid challenges, and do not try because of some fear then you are a failure – you have failed!
So, to restate my position I believe that people fail because they choose to fail. Failure is an opportunity available to all of us and some of us choose it and some reject it.
Why do we choose failure?
The short answer is that when we choose failure we do not love ourselves, which is really about self-esteem. We are not born wanting failure we learn to be this way.
I believe that we are all born as innocent humans with everything we need to succeed. Look at small children play. They run and fall, they sing and dance, they will respond to all stimulus positively and joyfully. Children equally learn English, Chinese or Russian depending on where they live. Toss a new born into water and they can swim.
We are not born to fail. We are born to live and to succeed. We choose to fail because we believe we are not worthy to succeed!
We actually learn to fail! We learn to choose failure. I believe that when we are born we love ourselves, and the world around us, but that we learn over time that we are not worthy of love (even from ourselves). The result is that we doubt our abilities and develop a fear of challenge – we learn to believe ourselves as failures and so we fail. We choose failure!
What is the answer?
Well, it could be a lifetime of analysis or a fortune in self-improvement courses or we could simply choose to love ourselves as children do. When we do this our self-esteem soars and then fear disappears – challenges become simply fun.
Try a little experiment. Think of a challenge that frightens you – got it?
Now put that fear aside and think of a parent holding a newborn child. Imagine all of the perfect love – the circle of love – the parent for the child and the child for the parent. No judgments or expectations just pure love. Got that feeling of love and perfection? Now imagine that you are both the parent and the child – that is the feeling of self-love!
Powerful isn’t it? Hang on to the feeling for just a few minutes longer and go back to the challenge that frightens you. Is your feeling different? Even just for a second?
Learn to love yourself in this pure and uncomplicated way and you will learn to succeed. It takes practice as our negative habits run deep but you can learn to love yourself and embrace every challenge without fear.
Once we accept ourselves then we can simply enjoy life without the backing away from goals and ideas. Once we love and accept ourselves then we will also begin to love and accept those around us – life becomes better!
Is it worth a shot? I hope it is, after all, you’re really are a winner!
Wyn Davies
It’s not the economy – it’s management!
Sure, businesses suffer for all kinds of reasons – the economy sucks, the banks won’t lend money or technology is leaping over our business model. All of these outside causes challenge every business.
The real reason, however, that businesses suffer and fail is the fact that we are not managing effectively.
Great management deals with all the negative outside forces and a well managed business thrives during the worst of times.
Too many businesses are almost completely static! Inertia is part of the culture of most businesses and is the major reason for failure!
The problem with inertia, which is the current state in most companies, is that a huge amount of energy is required to get things moving in a new direction or to just get things moving at all!
in·er·tia / iˈnərSHə/
Noun:
1. A tendency to do nothing or to remain unchanged: “bureaucratic inertia”.
2. A property of matter by which it continues in its existing state of rest or uniform motion in a straight line, unless that state is…
Synonyms:
inertness – inactivity – inaction – sluggishness
Many businesses drag from one day to the next with little significant change. Decisions that should take twenty-minutes take twenty days – or longer – or simply are never made. The competition always seems two steps ahead and the best people consistently decline our job offers.
What to do?
Well for many businesses just getting busy is not enough! What is required when things slow down too much is truly massive action!
To push your business into top gear sit down and figure out every possible action that could be taken to move your business forward. Rank each item based on expected result. Set a budget for each item. Prioritize by effectiveness and then put as many of the items on your list into action simultaneously.
Get your salespeople trained – invest in your team
Develop real motivation programs for every staff member
Update or redesign your websites
Telephone all of your contacts and reconnect
Send out an email blast to your customers
Write and send a News Release
Design and send an email newsletter
Present to a new prospect everyday
Look at the effectiveness of your advertising
Fast track new products or services
Fully leverage every asset
Launch a blog and post an article every week on your industry
Post to Twitter once an hour twenty-four hours a day (hint use Hootsuite)
Spend an hour each day on LinkedIn building connections and relationships
Pump up your social media activity
Speak at an industry / business event once a month
Write a book on your specialty
Get people talking about you
This may not be your particular list but push every aspect of your business as hard as possible for as long as possible!
The result will be a faster, smarter more energetic business that has learned to do more, faster!
Don’t think you have the time? Let’s find some time, after all this is your business we’re talking about!
Stop watching television – there is nothing on anyway
Stop micro-managing your team! Set clear objectives and let them get on with it
Outsource whatever possible
Make decisions fast
Focus on one task at a time and then quickly move on to the next
Write clear task lists everyday
Let go of tasks that don’t add to growth
Massive action – try it for a month!
After a month take a new look at your business and assess if you have gotten stronger, faster, better – if so, keep the bar high and look for ways to grow even better.
Face it most of us rarely hit our potential even one day in a year let alone everyday.
Look differently at your world, push yourself, expect more and see what happens!
Like the old joke about the two hikers who saw a bear in the woods, as they started to run one hiker stopped to put on his trainers. “What are you doing?” asked the other hiker, “You can’t outrun a bear!” “No” answered his hiking partner, “I know that, but I can outrun you!”
Out run, out think, out sell your competition!
The fastest route to power in business
Sleep your way to the top, marry the boss’s daughter, join the right club or working day and night may get you there but how long will it take and at what cost?
The fastest route to power, position and money in business is through public speaking.
The ability to turn the opinion of a crowd can get you the financing you need, the customers you want and position yourself as an important, powerful expert in your field.
Think of the politicians, religious and business leaders who have used the ability to speak in public to build a powerful profile and garner powerful friends. Think of Dragon’s Den and the Apprentice that made stars out of successful but really rather average business people. Think of Steve Jobs who used his public speaking skills throughout his career.
Why does this work?
So few people are prepared to get up in public and speak that even those who have mediocre talent get huge kudos. If you can become one of the few who can communicate powerfully whether to a small group or large then, in fact, you can simply choose your prize!
Speaking is one of the most powerful things you can learn to do for your career or your business.
You can visit a networking event and connect, meaningfully, to maybe four or five people, you can work hard and get three or four face-to-face sales presentations in a day or you could learn to deliver a powerful presentation and connect to a hundred or more at one time.
Record that presentation and thousands can view it on You Tube! A well-delivered presentation will establish you as an expert in your field and people will seek you out for your expertise – a great business position!
Imagine two scenarios.
The first you arrive at a business event full of strangers and do your best to introduce yourself and get some notice and perhaps collect a few business cards – maybe you will make one meaningful connection – if you’re lucky.
The second is that you arrive at the event, greeted by the organizer, introduced to the movers and shakers and then you stand up and deliver your message powerfully to the entire group.
Which sounds like the better business proposition?
Imagine every situation that you need to speak to other people that you are always in complete control. You are never at a loss for words and in fact words, rather than a burden, are your playthings to be manipulated and used to achieve whatever end you desire!
This is what powerful public speaking can become – the power to influence large numbers of people in one moment.
So if you feel more Mr. Bean than Nelson Mandela there is hope. You can learn to get past the fear, you can learn to build the skills and you can learn to express yourself powerfully!
It may not be your goal to speak in front of thousands or even millions but you can learn to speak more powerfully to small groups – even within your own business.
You can start with Toastmasters or you can work with a coach but you should start. Don’t worry about the fear because there are simple processes to get rid of fear as easily as scrubbing ink off the back of your hand – a bit of work but nothing worth getting into a fit over.
If you would like me to speak at your event – click here for some more details.
To learn how you could move forward in your speaking click here for details on an upcoming speaker training event I am hosting in London on February 25th 2012.
If you are interested in sales development I have a Sales Boot Camp on February 24th 2012 in London
How a business plan can save your business
A lack of focus and unified effort can delay and slow business growth for months and even years. I have worked with hundreds of businesses and the vast majority of businesses simply react to events, few design an agenda and fewer still actually proactively drive an agenda toward a clear vision.
Most business problems result where focus is lacking.
A business plan, regularly updated, forms the basis of daily activity. With a clear and detailed plan you stop ‘doing random’ and start on the road to focused, driven activity, which can move your business forward incredibly fast!
A good plan shapes good decisions, brilliant plans shape brilliant decisions.
I have written more than one hundred business plans for clients. Most have been well over sixty pages in length and to more than one hundred plus with full financial projections. The best business plans that I have written have approached three hundred pages!
Why so much detail? The more detailed your business plan the more exact the execution. Why would you leave detail out of a plan?
A complete business plan should include the following sections.
Executive Summary
Market Opportunity
Company Overview
Vision, Mission, Goals & Objectives
Business Strategy
Demand / Revenue Model
Product Strategy
Market Analysis
Environmental Sustainability
Competition
Marketing Plan & Strategy
Internet Strategy
Management
Operations
Risk
Present Situation
Financial Plan
Capital Requirements
Exit / Payback Strategy
Summary
Supporting Documents
Detail provides clarity and focus!
Could it be shorter? Could you leave some detail out and still convey the message? Sure, that is why the summary is included. Executive summaries are sold of most major books but would you toss out all books on the library in favour of summaries? No! There is tremendous value in telling the entire story!
Think about an architect’s plan, which provides all information required to build including specific details on materials. A qualified builder can take this plan and project the cost of materials and labour right to the dollar. Wouldn’t that kind of plan be useful for your business?
A business plan should be a plan for the business!
Consider buying a franchise and you will understand the success of detailed plans. When you buy a franchise most include plans that are hundreds of pages long. The result? Business success that is many times more successful than non-franchised businesses.
Put more power into your business with a powerful business plan!
If you are interested in a plan for your business I would be happy to discuss the process!
Win every sale, every time!
This is really the holy grail of selling – how to consistently close, all day, everyday.
Is it possible?
Yes, it is and I have done it! It is ‘selling in the zone’ and this is how it is done!
Know your product and industry. This is key! Learn everything about your product, features, benefits, pricing, competition, quality, faults, everything! Know your stuff, inside out and backwards plus, know the competition. This will give you the tools to effectively present to the client and easily overcome any objection. Develop a compelling presentation and learn to deliver it with powerful enthusiasm! Get good!
Your knowledge will convince the prospect’s intellect.
Your enthusiasm will win the prospect’s emotions.
Know your customer. Take the time to identify clearly who is your customer. Don’t make the mistake of trying to sell to people who will never buy just because they are willing to speak to you. This is a common mistake of salespeople because it checks the activity box. Selling is getting what you want by helping other people get what they want. If they don’t want it then move on – do your homework so you never pitch where you’re not wanted! Your marketing should only be attracting the right prospect and your lead generation should do the same.
Develop a compelling message that will strike at the heart of your prospect’s needs. I have written hundreds of articles and some headlines grab attention. I have done the same with product and service pitches. Your pitch must grab the attention of your prospect. One of my favorite expressions in sales is ‘the customer writes the pitch’ this means that the pitch evolves based on prospect response. The pitch isn’t what interests you. Forget your needs! It is about them! Listen and watch as you pitch – evolve and sharpen your pitch every time.
Make it impossible for them to say no! If you have the right prospect and they want and need what you are selling then craft an offer they cannot refuse. Look at the price; develop creative offerings, volume discounts, and guarantees, whatever it takes to fully capture the imagination of the buyer. Make it as easy as possible while still making money. Most businesses miss the point that a sale can be crafted many ways. Think about the mobile phone you get for free! We all know nothing is free but we have all taken these deals – could your offer be crafted this way?
So here it is!
1) You know your stuff – so that nobody knows better than you!
2) You know your customer so that you only to pitch to real prospects.
3) Refine a compelling message that captures the imagination of the prospect.
4) Craft the best, profitable, offer – make it very, very easy to buy!
5) Always maintain a clear vision in your own mind that every prospect will buy!
6) Pitch and close with tremendous enthusiasm and complete conviction – no doubts!
That’s it! Go sell something!
Learn how to do this in your business!
Three mistakes that will kill the sale
Lots of people think that all salespeople do is talk. Well, if you have tried your hand at selling then you know that this is not true. Selling is a skill that few can manage effectively. Most salespeople are order takers – which is still work – but without the rewards granted to those who understand the art of the sale.
Selling at the top level takes drive, focus and a keen sense of strategy.
What are the three mistakes that will kill the sale?
1) Don’t Engage
Sure, most salespeople are good talkers but that alone won’t get the sale. It is about engagement and that is much more about listening then speaking. Find some common ground (sports, travel, children) and connect on a human level first. Don’t overdo it – getting too personal will hurt your efforts – but show a dash of interest in the human in front of you. Generally, you should not be speaking more than twenty-five percent of the time. Listen carefully because if you let people speak they will give you important clues to what is important to them. Listen to engage!
2) Miss the pain
Everyone has pain and if miss this you are missing a big one! When you let people talk about their business and if you listen carefully you will find the pain in their business. Perhaps it is frustration with cash flow, employees, suppliers or they are simply tired. Find that pain and you will find an important key to connecting with your buyer. The pain does not have to be directly related to your offering but understanding what is important to the buyer will allow your to present your offering in a manner that will connect with them. Find the pain!
3) Take your eyes off the prize
Whatever your reasons for being there – to request a meeting, book a presentation or to get the order stay focused on making that happen. Before you get in front of the buyer, whether in person or on the telephone, know what your goal is and make the achievement of that goal crystal clear in your mind. Visualize it happening just before your meeting and stay focused on that outcome throughout.
Most sales are lost long before the pitch – don’t let that happen to you!
What are you really afraid of?
A new way to look at fear
We all face fears everyday that prevent actions from being taken and goals being achieved. We might have a dream but cannot overcome our insurmountable fear and so we avoid the challenge.
We may want to develop presentation skills but are afraid of speaking in public, we want to start a business but are afraid to risk our assets, we are in an unhappy marriage but are afraid to be alone. Our fears are as varied as our personalities.
The fact is most people fear a consequence that doesn’t exist.
My father was afraid of bees. He was not allergic so there was no life or death consequence he was just afraid. My mother had no fear of bees and would let one land on her arm and would simply gently dust it away. Very different realities!
I have learned, over-time, that projection makes perception. The world you see is what you gave it, nothing more than that.
Our fears are our personal ‘reality’ and are witness to our state of mind, the outside picture of an inward condition. As a man thinketh, so does he perceive. Therefore, do not seek to change your world, but choose to change your mind about the world. This will change your life!
Perception is a result and not a cause.
I have not met Richard Branson but I do not imagine that he lives with much fear. Everyday whether in business or flying in a balloon, he risks everything and he has done so for years. Reading his biography ‘Losing My Virginity’ I am not given the impression that he is a genius but rather someone who has never avoided a challenge and so has won more often.
You can’t win if you don’t play.
If you understand that fear is not real your life will be very, very different!
Fear is not of the present, but only of the past and future, which do not exist. There is no fear in the present when each instant stands clear and separated from the past, without its shadow reaching out into the future. Each instant is a clean, untarnished
moment. Live in the moment, be present and fear cannot affect you! Living in the moment is a powerful change that can increase your ability to get what you want. Doing what is important right now and focusing your attention completely on that makes every experience powerful – whether giving a speech, a sales presentation or playing with your children. People sense that you care and they react accordingly. Your personal connection to your world gets stronger and more fulfilling.
Understanding fear can be a challenge but the moment you understand that it is not real then life really starts to get interesting!
Are you really an Entrepreneur?
‘Entrepreneur’s Creed’ was written by Thomas Paine in 1776. I cannot imagine a better definition of an entrepreneur! There are so many brave business people who risk everything, everyday to achieve their dreams.
Do you have what it takes?
I do not choose to be a common man,
It is my right to be uncommon … if I can,
I seek opportunity … not security.
I do not wish to be a kept citizen.
Humbled and dulled by having the
State look after me.
I want to take the calculated risk;
To dream and to build.
To fail and to succeed.
I refuse to barter incentive for a dole;
I prefer the challenges of life
To the guaranteed existence;
The thrill of fulfillment
To the stale calm of Utopia.
I will not trade freedom for beneficence
Nor my dignity for a handout
I will never cower before any master
Nor bend to any threat.
It is my heritage to stand erect.
Proud and unafraid;
To think and act for myself,
To enjoy the benefit of my creations
And to face the world boldly and say:
This, I have done
All this is what it means
To be an Entrepreneur.”
Has the networking well left you thirsty?
I recently posted a blog titled “Why real businesses don’t join networking groups?” which has generated a lot of passionate comments.
I do believe that networking is valuable tool to build strong, long-lasting relationships. Unfortunately many small businesses (especially start-ups) mistake networking for selling. It is not! You may sell through networking – I certainly have – but you will not receive the success that will come through active selling.
My reason for the original post was to bring to the attention of those who have bought into the ‘paid networking marketing groups’ concept that this is not the strategy that established businesses use to grow business and they may want to consider the reasons.
Responding to my original post, I received the following letter, which I have printed with the writer’s permission. My response is below and I hope this may be of use to many in business who find the sales process a struggle.
“I have read a few of your articles on LinkedIn and the comments and discussions subsequent to them – particularly enjoyed this article!
I’m very new to the business scene having graduated from university in the spring of 2011 then shortly afterwards gaining a salesman role for a PLC business services group – my target market being corporates with offices with an ideal minimum of 40 people in them, within 25miles of (my location) or, as per the bulk of our clients, in London.
I have been given a very free reign to go out and sell/meet customers with little or no real advice or support, very much thrown in at the deep end and it’s really been a case of trial and error for me. Since starting I have attended a lot of networking events and groups some better than others and have actually joined two networking organisations that I attend weekly. I have had some success gaining small clients all of whom are great people but I now realise they use the same amount of my time as larger customers (often more) but very sadly offer little return on effort. More importantly I’ve had little to no success in meeting, or getting contacts for, corporate offices of the size I ideally should be dealing with – after 6 months I’m completely in agreement with your post about these larger businesses not attending such events – networking has become very time consuming for me and has offered very little in ROI – I really like how you use LinkedIn, does it generate leads and business for you? My main question to you is how do you think I could more effectively reach my market?
Any advice you could give would be much appreciated as I’ve just started out at the bottom of the long ladder to success!”
The most challenging aspect in selling is pioneering – building a business or sales territory from scratch. If, however, you have found an industry that you like and can build a future in then results can be carried forward for years to come.
Getting established, of course, is the tough part!
Based on your letter I am going to assume that you work for a typical company that welcomes new salespeople with a desk, telephone, a computer and a skeptical “good luck.” This is unfortunate but common enough and certainly the situation faced by many business start-ups.
Selling is always about using a mix of strategies. Not one approach will work with every business and not one approach will work all of the time.
Building a territory is about actively using a sales system that works – the better the system, the better and faster the results.
It is important to know that the hard work must be done and there are no short cuts. To train for a marathon you need a system. Lots of coaches take a different approach but at the end of the day you must run the miles! Period!
To succeed it is important to:
- Develop professional presentation and listening skills (join Toastmasters)
- Look successful (dress for a job or two above your current position)
- Keep notes of all meetings (make notes in front of the client or prospect so they know you are attentive)
- Model the most successful salesperson in your organization and try to understand what makes them different (they may not know themselves so watch carefully don’t ask)
- Understand the concept of building and filling a sales funnel (filling the wide end of the funnel with as many contacts as possible so that you can get the necessary business out of the thin end). As you build your territory this funnel should become more of a ‘tube’ as you should not be wasting time on people who will not buy.
- Keep good records. Much of selling is about timing and if you come across someone who seems open but not ready to buy then use a CRM (customer relationship management) system to record details and schedule a follow-up.
- Overwhelm! When you find a new client it is important to overwhelm them with quality service. This will secure the customer and deepen the relationship.
- Use quiet times to reconnect. There are certain times of the year (the first week of January or summer holidays) that just are not good for selling so use this time to call all of your current customers and build industry contacts.
- Connect with other salespeople. Salespeople are well connected and developing friendships with salespeople from another (non-competing company) can be a great source of new business. This is a useful form of networking.
- Always be ready. Selling is difficult so never get in front of a customer without all of the tools, resources and information you need to close!
- Control what you can control. Look at everything that happens during your day and those things that you can control – control. You will develop a reputation for perfection, which won’t hurt a bit!
Pioneering a Territory
So you are sitting at your desk with a fresh pad of paper, a shinny new computer, a telephone and no customers. This is the approach that I would take in a typical B2B selling environment. Let’s get started.
- Call EVERYONE you have ever met and reconnect (friends, relatives, family friends). Find out what they are doing and tell them what you are doing. Don’t try to sell them (yet) but do connect with them on LinkedIn and continue to update them on your work.
- Define your ideal customer as an A, B and C and use linkedIn to search for companies that fit and save your searches. Look at your targets and see what LinkedIn groups they belong and join those groups. Get involved and build visibility (don’t sell – just engage and as soon as possible invite them to connect with you on LinkedIn). Continue to build rapport. ‘Like’ their comments and congratulate them on changes or updates. Don’t overdue it, nobody wants to feel ‘hunted’ When the time feels right ask them to meet for a coffee and learn more about their business and tell them about yours. Ask if they are looking for whatever you’re selling and if so what they process to present to them would be – this is a trial close. Don’t push as if they are not ready now they will be later. Keep it light but keep in touch and keep the conversation going. Never look hungry – it is a turnoff.
- If you are working for an established company ask to be given old or non-active accounts. Contact them to update records and find out why they no longer buy and if there might be an opportunity to reconnect. Sometimes they have moved on because they were simply ignored.
- Warm calls – use all of the information you have to collect a group of prospects that you know something about or have some connection to and call them and request a meeting to discuss what your business can do for them. Ask for 15 minutes, be on time and keep your presentation to 15 minutes. Ask to be considered for the business and ask what the buying process is and who makes the decisions. Ask to begin that process with them. If you get turned down flat ask if you can keep in touch and then keep in touch.
- Actual cold calls? Get a business listing and spend all day calling and asking to speak to the office manager (or relevant person) and pitch. It is not easy but it can work. This is pure numbers game and if you dig in you can make a hundred calls in a day. My only advice here is to remember that “the customer writes the pitch” meaning that you continually adjust your pitch based on the client response. Overtime you will get better results.
- Networking. Yes it works but if you are going to fish then fish where the fish are. Forget the small business networking groups if that is not your direct customer. Look for listings of specialized networking groups and try to establish yourself there. Go to trade shows (tons of free shows at Excel and Earl’s court) and speak to exhibitors and attendees – be friendly and chatty! Remember your ideal target list and constantly go after that profile. General networking is useful but remember that the results could take years – prioritise appropriately.
- Build your LinkedIn profile (please use a professional photo). Within a year you should have at least 2000 connections on LinkedIn. Yes, connect to everybody – you’re selling remember!
- Create a blog, a Twitter feed and a facebook page (yes, even if you’re an employed salesperson) to raise your profile and establish yourself as an expert in your field. You can be an expert in anything – water filters, office stationery, whatever! People like to deal with people who are knowledgeable and enthusiastic.
- Referrals. The best referrals are the ones that happen without your involvement (The phone rings and someone tells you they have been referred). Referrals from non-customers are not referrals they are warm leads and of little value.
- Review your progress and understand that you can ‘sell more by selling less’ by putting more energy into larger businesses with more potential – never treat all customers that same!
The steps above are all part of any sales system and depending on your industry the focus will change. Bottom line is you need to pitch to as many qualified leads as possible and you need to adjust your sales system to be certain you are pitching as often as possible. The more qualified pitches the more sales you will get. In most cases this will require picking up the phone and pitching directly or requesting a meeting – don’t avoid this!
I wrote a 7,000 word blog post on ‘Building a Winning Sales System’ which goes into more detail on building a sales system (which is a blend of the above points) but the bottom line is “face time” everything you do must be generating an opportunity to pitch directly to qualified prospects and the further away your activity is from this the weaker your results will be and this is the problem with networking groups. Grow some think skin and sell!
Prospecting (most of the above activity) should be done, as much as possible, in non-selling time or that will fill your day.
The quality of your calls will improve over time if you work with a sales system focused on selling.
Be Bold! Be Wise!
Will 2012 be the year of Twitter?
Twitter is changing the face of communication and of business very fast! All the biggest brands are getting on board.
How is General Electric Using Twitter?
In 2011, Fortune ranked GE the 6th largest firm in the U.S., as well as the 14th most profitable. Other rankings for 2011 include #7 company for leaders (Fortune), #5 best global brand (Interbrand), #82 green company (Newsweek), #13 most admired company (Fortune), and #19 most innovative company (Fast Company).
General Electric does not have a huge presence on Twitter with just 20,000 followers but a recent Tweet (albeit sponsored) caught my attention.
Would General Electric really invent some new products based on my suggestions? Probably not, but this is an example of exactly where the future is with twitter.
First connect and then engage!
A common misconception about Twitter is that the platform is, at best, a way to announce your comings and goings to a select group of friends, i.e. followers.
However, the reality is far different: Twitter has become an integral component of marketing strategy for the most elite brands in the world.
The Twitter brand building process is simple in concept: Create interesting tweets and you will attract followers, who will in turn become clients. This is much easier said than done though, given the nature of Twitter, where tweets are more about style and overall impression/impact than substantive information. After all each tweet consists of 140 characters or less—barely enough room to seriously pitch your business. The overriding objective is that a regular feed of clever and memorable phrases will build positive branding over time.
Charlie Sheen, using some rather controversial Tweets after his sacking from ‘Two and a half men,’ added over a million followers in a 24 hour period!
To build meaningful connections it is not enough to connect and pour out branding messages it is important to begin the process of engagement and involvement with followers. Twitter makes this possible by creating an ever-evolving real-time feedback loop between businesses and consumers.
Marketing strategies that are based on one-way communication where information about products and services are pushed out to consumers will suffer. There must be true interaction between customers and marketers. They must share the stage together now.
This requires openness and transparency for brands and the ability to truly engage.
The opportunity is tremendous and those brands that are first to the post have a lot to win. It is not just about international brands every business has an opportunity to raise its profile from the local dentist to the High Street bakery.
Tweet your customers to let them know the bread is fresh!
