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Fonzie Rumbles With the Sales and Marketing Gurus

Not long ago I wrote an article about how the best sales and marketing “gurus” don’t usually publicly count their money, brag about how great they are, or showboat their houses, cars or toys.

That article hit quite a nerve, too.

And some people had asked what were some other ways to tell if a marketing guru is truly legit or not?

Well, I have a theory about this. It’s a bit on the weird side (actually, more like the “retro” side). But I have found it to be true 9 out of 10 times.

You see, it’s kind of like Fonzie from “Happy Days.”

The Fonz didn’t have to go around telling people he was cool. He didn’t have to pick fights with people to show he was a tough guy. And he didn’t have to brag about being with a million chicks because, frankly, he always walked into Arnold’s with a hottie in each arm.

In other words, he didn’t have to SAY he was cool.

People just KNEW it.

Just like everyone knew Potsy was a wimp. Or that Ralph Mouth was obnoxious. Or that Richie Cunningham was a square. And whether it was because of his reputation, his actions or the “air” about him — when people said Fonzie was cool, there was no argument.

Same goes with the business gurus today.

The good ones don’t have to tell you how cool they are.

You just KNOW it.

Because if there’s any doubt their products will do what they claim, they won’t just tell you how wonderful their stuff is… they’ll PROVE it to you. And not by flapping their gums, either. But by demonstrating it to you via their knowledge, reputation, the company they keep and, yes, a solid sales pitch that’s not packed full of fluff, lies or exclamation marks.

Anyway, my point is, all you have to do is observe.

It’s the best way to tell between the Fonzies and the wannabes.

Hey – Are Your Sales and Marketing Materials Fridge Worthy?

OK – don’t laugh! When my friends come over to my house, the first place they head to is the fridge. And nooooo – it isn’t for the food either! (although I AM a fabulous cook)

They are STARING at all the cool quotes, cards, offers and important things or people that I want to remember and have in my radar. All attached with a fabulous magnet of course. (REALLY – it’s a position of honor!) And people LOVE looking at it! I often advise my clients that ANY sales and marketing materials they’re creating had better be FRIDGE WORTHY. (or puh-lease – DON’T show them to me) But alas, most of the sales and marketing pieces that I see out there are only… GARBAGE WORTHY.

Why? Well here are a few for starters:

o It’s all about you, you, you

o Boring, stuffy, corporate pictures

o Waaaaaay too much information

o No benefits

o You look like the competitor that you’re jealous of

o It looks cheap

Why spend all that money on graphic designers, printers and postage (and not to mention the time and energy) if you’re going to produce something that makes your customers YAWN???? The NUMBER ONE RULE You Need To Never Forget. Remember Lady – customers buy when they feel a powerful EMOTION. We don’t buy when we’re bored (boredom makes us head to the fridge for a different reason!) We don’t buy when everything looks the same. We ONLY BUY when it FEELS like a Fridge Worthy Event/Product or Service. So my Diva Dare for you? Ask yourself this question. What emotion are you creating in your customers right now? Are they yawning? Or are they glued to the FRIDGE??

Love From Your Bossy Sales Diva,

Kim

3 Keys To Efficient Sales And Marketing

“Talent wins games, but teamwork and intelligence wins championships.”

–Michael Jordon

Every business exists because it generates money. Financial performance is a relatively straight forward thing to calculate and is a result of operating performance. Operating performance, among other things, is a derivative of human performance. And one of the keys of human performance is the ability to work together efficiently.

However, there are two key business functions that have historically not worked well together: sales and marketing. If marketing and sales cannot work together, than the company’s strategy will be inconsistent and execution will be flawed.

One of the potential reasons that sales and marketing do not work well together is that management can sometimes blur the line between the two functions. Sales and marketing are very closely related, but they are different.

In many situations, sales is frequently reactive. Marketing is usually proactive. Sales reacts to the individual customer. Marketing takes the 30,000-foot view. Marketing’s role is to match the company’s capabilities with the customer wants. How often have you heard about (or experienced) a sales person who promises things to the customer that the company can’t deliver?

Producing special offerings for special customers can be done, but at what cost? Should you impose a minimum order? What other limitations should be placed on this “offering” to limit your risk? Yet, do you risk removing the value for customer by placing these limitations on this special request? Running a business based only on the wants of the customers will kill your company. In that environment, you are looking only at short-term goals. This manner of thinking will provide you with little or no substantive gain towards accomplishing the bigger company goals.

Still, you don’t want to ignore your customers either. Therefore, integrating your sales and marketing efforts is critical to your company’s success and will lead to efficiencies that pay for themselves. In today’s business landscape, sales and marketing must pull together at every level from the central concepts of the strategy to the minute details of execution.

We have taken a careful, methodical approach to researching how companies can better integrate their sales and marketing efforts. Through this process, we have discovered several methods, some more successful than others, each promising to increase motivation, efficiencies, and ultimately to enhance the bottom line. Based on our research, we believe–if an organization really wants to affect change– the following three steps are critical to successful integration:

1. Objectively assess how well sales and marketing are integrated currently. You cannot possibly know where to go if you don’t know where you are. It is important that this is done as objectively as possible, understanding that it is sometimes difficult to see the forest through the trees. If you ask the right questions and answer them as honestly as possible, you will learn a lot about the health of your organization.

2. Discover how consistently your message is being communicated. This is one of the first areas that begins to drive marketing and sales apart. The sales team is trying to close the deal anyway possible, message and rules be damned; marketing is working on crafting a specific package, regardless of the present environment. Ensuring that sales and marketing are together and “on message” should be a key area of focus if you want to integrate your teams.

3. Assess the selling process. One of the most important aspects of the selling process–and an area that is frequently neglected–is setting quantitative goals. Without the proper goals, neither sales nor marketing will be able to work towards a common objective. It will all be left to the interpretation of the individual, and that will never lead to improved teamwork. Other areas, such as pipeline management, are key to helping both sales and marketing work together.

These three areas are critical to improving your revenue. The trick, of course, is knowing the right questions to ask and then to objectively use this information to improve your situation. The benefits to this approach is that you will be making improvements to EXISTING resources. By capitalizing on your company’s intrinsic value, you can reduce costs AND increase revenue, affecting the bottom line much more quickly than extending product lines or chasing after proliferating market opportunities.