Archives For marketing consultant

When I drive by a restaurant with a line coming out into the parking lot, I may not stop and wait, but it occurs to me at that moment that I should try it – perhaps on a less popular day.  The restaurant with no cars on Friday night at 7, is obviously not doing well – my assumption is the food must not be good.

I’ve been writing about marketing concepts over the past few days, as I prepare for today’s webinar on effective marketing and demand generation.  It’s on my mind because it’s important – selling is hard work, and where marketing is lacking, the selling is much harder.  They are clearly not the same thing.  Marketing is much bigger; it sets the stage for the seller – it considers the market, the timing, and the needs your company and its offerings will serve.  It’s the overall strategy that determines what you will go to market with, what people group you will serve, and how you will get their attention.  The line in the parking lot is one small indicator for me – the seats are full and I wish I had one of them.

Yesterday I commented on urgency.  Limited seating is one way to seem urgent.  It’s urgent that I get there early to get a seat.  But you can do more with limited seating to create a buzz.  I once heard a speaker talk about a doctor, years ago in London, establishing a practice. He had very few patients, but rather than opening up his schedule to the world, he limited his appointment times at first so that when people called in for an appointment, it was harder to get an appointment.  With only a few times available, patients had to wait for a time he would be free.  Word soon spread that he must be very busy since it is so difficult to get an appointment.  His limited seating capacity increased the value of each seat.  Before long, his schedule was overbooked – he had created demand for his services through limited seating.

Consider scheduling your week like this.  Plan days for office work at the start of the week, and block out certain times for meetings and client interaction.  Rather than telling clients, any time this week, offer two options with specific times.  When I have a choice of 40 hours to see you, suddenly I don’t know where I can fit you in.  But if my choice is Wednesday at 4 or Thursday morning at 9, I can see right away if one of those times works best.

© 2011, David Stelzl

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Marketing Requires Passion

October 11, 2011 — 1 Comment

Everyone wants one!

Passion drives the sale.  If you’re not passionate about what you are selling, change jobs.  As I prepare for next week’s Venture Tech Network conference in Las Vegas, it occurs to me that no matter how great your questions are, your references, the technology you sell, or the team behind you, if you don’t look and sound enthusiastic, the sale is dead.

I was reading a book on Disciplines over the weekend which stated, “Only 10% of employees like their job.”  10%!  That means in a group of ten people, nine don’t like what they spend most of their day doing.  This is sad.  How can these people perform at peak levels if they don’t enjoy what they do?  In fact they can’t.  The chapter went on to say that most employees are not performing well.

I can imagine that in a factory setting or some monotonous manual work regime, that the job can still be done with some level of quality, but not sales, and not marketing.  If you don’t love what you sell, move on to something else.  On the other hand, if you can find the excitement in what you do, attitude outsells skills and features every time.

How do you do this?  In my coming book, From Vendor to Adviser, I talk about people groups; the importance of figuring out the people group you want to serve in the work you do.  When you love the people you call on, work takes on a whole new meaning.  When you see your people group’s situation improving because of the value you bring them, everything changes.  Try this, stop focusing on the products you sell, and consider really taking an interest in the people you serve.  Discover their needs at a personal and business level, and see how you can remove stress from their lives by improving how they conduct business.  This brings much greater fulfillment than simply selling a widget.

© 2011, David Stelzl

Photo Taken on My Blackberry

Well, we completed the first phase of our marketing strategy yesterday, but more importantly, I was delighted to find that Winter Haven, FL, has some great pizza!  Who would have guessed…Not sure of the name of this place, but it’s right next to Arabella’s, another great place to eat if you enjoy Italian food (we did have dinner there).  This Pizza is slightly thicker than a traditional Brooklyn style pizza – more like you would find in Manhattan…cooked in a brick oven, a full size pizza (meaning their large pie is 18 inches unlike the 14 inch large at fast food pizza chains like Papa Johns and Domino’s), and the sauce and cheese are excellent.  I believe they make their own sauce, meatballs, and use fresh mozzarella.   The pizza folds like a real slice should, so that you can eat it without everything falling off.  I had pepperoni, sausage, ham, and meatballs on mine…Definitely give this a try if you are traveling through the area.

© 2011, David Stelzl