The problem many businesses face that is addressed in this blog: Having an entrepreneurial mindset with a lack of connection to the customers you serve in a practical way.
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The Triple Crown boasts the pinnacle of success in many sports. It proves that an athlete’s ability spans the gap separating sheer greatness from the ability to be legendary, encompassing all aspects of success. How can your business achieve a Triple Crown?
There are three functions that are personified in a business:
1. Technician - person who does the actual labor for the business.
Example: The painter for the paint company or the salesman for the insurance agency.
Strengths: They are the arms and legs of the business.
Weaknesses: Often times does not carry the heart of the business and can be paycheck focused.
2. Manager - the overseer of the technician; ensures the work of the business is executed efficiently.
Strengths: skilled at motivating people; talented and understands what the business is trying to accomplish.
Weaknesses: can be power-hungry and make the mistake of assuming their ideas are greater than the entrepreneur's.
3. Entrepreneur - casts the vision for the company; person with the big idea who started the business.
Strengths: understands the business most accurately and is big picture/idea driven.
Weaknesses: tends to overwork the technician and manager; can becomes too attached to their own ideas and will not be
willing to change.
Every role must obtain a perspective of the others and understand the importance of each. In other words, there must be synergy created within the company. The entrepreneur must empower the manager by casting a vision. The manager must then relay the vision to the technician while facilitating logistical responsibilities of day to day business. The technician, which is a vital role in customer relationship management, needs to be the voice of the customers and share from his colleagues perspective what the customer desires from the business. When each position understands the viewpoint of the others, the business will have a better understanding of the short and long term goals and how to achieve them.
Five actions to establish a better view of your technician's perspective:
1. You must become an expert: specific knowledge must be acquired about the product being sold in order to communicate the real nature of what you are selling.
2. You must know your customer: you must understand the individuals that make up your target market, their needs and wants, and how to relate to them.
3. You must understand your product's nature: every product has a unique nature that needs to be capitalized upon in marketing. It is the job of the marketer to discover these characteristics and emphasize them.
4. Instilling fear to make a sale does not work: do not use statistics to threaten a customer into a sale. A relationship built on trust is key in a sustainable marketing relationship.
5. Unique features should be capitalized on: every product needs a distinguishing trait that sets it apart from the others. Find that trait and market it.
What this means to you is that whether you feel you’re a master or in desperate need of help, remember, relationships are the foundation of a successful business. No matter what level your need is, GPA advertising is here to improve your business’ growth, profit, and awareness.
For a free business consultation please email us at info@gpaadvertising.com
OR
Give us a call at (410) 227-1825
Remember you can visit our website: http://www.gpaadvertising.com
Recommended readings for further education on these topics:
The E-Myth by Michael Gerber
The AdWeek Copywriting Handbook by Joseph Sugarman
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