President Obama has encouraged us to “be accountable and responsible” in our lives. So since he’s my President now, I’m taking that to heart. But I’m also encouraging my clients and other businesses to do the same.
Recently, I drove by a retail lighting store that had bitten the dust. No doubt they will blame the economy — and some banker is probably holding the bag for thousands. Yet, was it really the economy’s fault?
No.
You see, I remember going into that store last year for two sconce lights. When I walked in, I was impressed with the inventory. (When you’re 6′5″ and walk into a lighting store, you can basically ‘feel every light.’)
But as I looked for someone to help me, there was no one there. Only one guy working with one customer. So I waited. And waited. And waited. Never did he acknowledge me–or say, “Sir, I’ll be with you in a minute.” Nor was there any sign-in sheet at the front register where I could have registered my grievance and in so doing give him a chance to call back and make it right.
Nothing.
So I walked out and never went back. And since that day, I never saw any advertising or marketing from that store at all. Zip.
Those Who Beat Themselves Should Please Stop Whining
So I can only assume that the economy didn’t beat them. They beat themselves. The beat themselves because their sales and marketing sucked. The Big Three are failing because their products are not in demand–and haven’t been for decades.
Your business may be failing as well. But before it does, ask yourself a question. “Am I investing all I need to invest in sales and marketing? You probably aren’t.
No, I don’t mean the same old crap that doesn’t work anymore–direct mail, billboards, media buys. At least it hasn’t worked for most B2B businesses.
Your Customers Are Gold. Treat Them That Way.
Are you treating your current clients like gold? Are you giving them first shot at new products? Are you asking for referrals? Are you doing anything creative at all–like customer events, new client seminars, webinars?
Or are you just hunkered down in your same old-fashioned, worn out sales and marketing approach that will never work again?
If you are, I feel sorry for you. Your time is limited. You might be able to weather it if you have a lot of money banked away. Unfortunately, most don’t.
BUT, if you’re beginning to think differently about sales and marketing…if you are subscribing to blogs/podcasts/and other online content…if you really are committed to growing during bad times… then you will prosper beyond your wildest dreams.
As I’ve said before, recessions have great ways of hammering those that are not accountable and responsible — and thinning out those who were on treacherous ground anyway.
Now, if we could just get the government to be accountable and responsible, we’d make real progress!
{ 6 comments… read them below or add one }
Nice post. It reminds me that even some lions go hungry (and some starve).
Points of note: Any time a politician promotes accountability and responsibility, the only response should be to insert your fingers in to your ears and start humming. Next, recessions are the god-economics getting rid of those who didn’t belong in the first place. Next, the auto companies failed because yes, they didn’t respond to demand and also because they didn’t manage expenses; I’ll give you one guess which expense I’m referring to. Last, government by its definition lacks the capability to be accountable and responsible. The triple-constraint model of project management tells us that in all endeavors, one can not escape the boundaries of time, resources, and the definition of success. Alter one and the other two will always be impacted. The government just “gave” us more resources. This can and will impact the other two in some way. I’ll just hold my breath.
Todd, thanks for stopping by to comment. Well thought out. Like Dennis Miller says, “it’s the law of the serenghetti (sp) out there.’ Some eat. Some get eaten. I concur. When you are given more resources, your creative juices dry up. Why is India so powerful right now? Their prime resource is their people and their intelligence. That seems to be working nicely for them. Oh, and don’t hold your breath too awfully long on that last point.
Everything rises and falls on leadership.
This retraction/recession will get rid of some of the weaker leaders of businesses.
Those that never got a fundamental grasp of sales and marketing will wither away to nothing.
Likewise, those that don’t learn new ways to attract, keep, educate, entertain and coddle customers will also suffer the consequences of our rather sluggish economy.
Like you’ve said before, Bill, the days of “…if you open, they will come and buy” are over…at least until 2011, give or take a year.
Great post. Keep ‘em comin’.
Bill:
Great post and I certainly agree with the concept that the same old marketing approach or the lack of customer service will doom a business and all recessions are about clearing out the deadwood but exactly how does subscribing to blogs/podcasts and other online content help us prosper? You don’t define the type of online content so I’m guessing it does not matter what we subscribe too as long as we subscribe? If I subscribe to a bunch of left wing blog rants is that supposed to help my marketing or are you recommending that businesses look for experts who specialize in more contemporary marketing and sales practices who have blogs and podcasts that we should learn from and ideas and elements that we can implement to find success? I’m just wondering what you mean. You know?
Love the post. It’s importnat to remember that even though the economy may be in the tank, you have to roll with the tide or you won’t be around when this thing breaks. Stepping up service, marketing, and being inventive keep you going. Those who don’t…won’t.
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Chuck, thanks for visiting again. Point well taken. (Sarcasm does work with me!)
My point here is that there are a lot of specialty blogs/podcasts that are focused on marketing tactics that do work today. And you must constantly be stretching yourself. For example, WebVideoUniversity.com is a great one if you’re looking at getting video on your site–which EVERYONE should.
Now the old thinker would say, “Hell, I don’t need video on my site. What would I put on it?” I would say, “There you go again, thinking with that old belief–no wonder sales are off and your business is failing.”
No longer can you count on your ad agency to know this stuff. They don’t. So it’s up to the business owner/pro to accept some responsibility to go out and seek new advice–new marketing vehicles to grow their business.
So the podcasts/blogs/sites I’m recommending are those that contain subject matter expertise on how to set up these new marketing mediums.
Good blogs: SethGodin.com. TomPeters.com, Podcastingtools.com, webvideouniversity.com.