Posted by John on September 30, 2010
Marketing is a relationship – one between you and a person with a need. We are all marketing something. How can we learn better skills?
Marketing does not come from a book. Many MBA programs will have a marketing concentration but some of the best marketers in the world never took one of those courses. Some have built very large businesses on delivering on their promises without finishing college.
So, how do you learn to market? By doing!! Sell something. Ask for donations. Help your favorite author drive up their sales. Create an on-line business.
First, build a story that connects you to others creating a relationship. Sure, you can cold call and you will sell something to, oh say, 1% of the people you meet. OK, everyone who loves to cold call raise your hand. OK then, how can we improve our effectiveness?.
We all would rather buy from someone we trust. When you buy a car or have one worked on, who do you go to? My guess is that you go to someone you have worked with before and have had good results or you go to someone who was referred by a trusted friend. That’s how it works. Have something you believe is valuable, work with your network, and find people who need what you have. Then, when successful, ask for a referral to talk to someone they know.
So, marketing is about believing in the value of what you have, creating a story to help others understand that value, and then providing them the opportunity to get that value delivered by you. And then networking your way to the next encounter.
Let’s go! Your homework is:
What are the five reasons that they should
a) Buy what you are selling
b) Hire you
c) Use the service which you provide
What are the five critical needs you know you customer has? Can you match them up with your five reasons? What will change for them? How will their business grow? What will be easier?
Now, go talk to them and close the deal. Ask for the donation, the sale, the job. Go do it now.
Posted in Marketing Concepts, Networking | Tagged: Business, hiring, John Mosko, market, marketing, networking, referral, relationship, selling, tactics, trust | Leave a Comment »
Posted by John on September 24, 2010
Just received my copy of -able by Scott Ginsberg, the name tag guy. Great book with super ideas!!http://www.hellomynameisscott.com/
Posted in Marketing Concepts | Leave a Comment »
Posted by John on September 24, 2010
Just read QBQ! – The question behind the question® (click will take you to the site) by John Miller. Good, quick read.
Subtitle- Eliminate blame, complaining and procrastination.
Simple enough read but application will transform lives and businesses. It drives you to live in a world of possibility. What can I do now to help make things better? How can I change to communicate more clearly? Now, be accountable.
The book points out the “victim” mentality many deal with on a day to day basis. Why did “they” do that? When will he be finished so I can do my job? Why isn’t she a better boss? Why don’t they listen to me?
By the way, leadership is an action not a title. It is how you think. Leaders are able to step up and take charge when necessary. They are accountable for their actions. But they are also able to coach, mentor, help, remove obstacles, build rapport, teach, and, yes, do. Leaders see the problems and show them to the right people(experts) and let those right people take the action. Hence, Lao Tzu – The best leader is where the people say “We did it ourselves.”
So, begin with “me”, ask the right questions, and act now. Simple enough.
So look around and ask “What” and “How” and focus on your personal action. Then, Just Do It! ®
So, what can I do to help you today?
P.S. – Many who read this may not see themselves in Marketing, but you all are. Marketing is about eyes and ears of the business. Can you imagine living without seeing and hearing what is going on around you? So, please listen and watch and become part of the “Marketing” team that helps drive your business to succeed.
P.P.S. – I have started a new group to discuss Market Leadership issues on LinkedIn. This is not just for Market Functions! All are invited. As I said above, you are the eyes and ears of your organization. Participate!! Help us all get better at running the business. Click here – Rochester International Market Leaders Association
Posted in Business Leadership, Marketing Concepts, Uncategorized | Tagged: accountability, Business, John Mosko, leadership, marketing, QBQ, Rochester, Vice President | 1 Comment »
Posted by John on September 18, 2010
That was the beginning of the conversation in Kennett Square last night. Gayle and I were waiting to meet Amanda, our daughter-in-law, for dinner. A guy comes walking down the street and aggressively confronts me with that question. Talk about brining your networking A-game. I said no and asked why he thought I did. His friend had told him that a guy fitting my description had made a comment behind his back in a bar. Ahhhh – information on state of mind.
Well, it all turns out OK as his friend, being concerned about SOM, followed him and told him he had the wrong guy. Turns out they were OK guys but the one seems to have an anger management problem.
This just reminded me of how important it is to really know who is talking, to listen well, and be careful of taking action on information that comes 2nd and 3rd hand. You have to experience it yourself to really understand.
“Voice of Customer “ – is this something that you whole organization takes action on? Or do you hire an outside firm to do the leg work? The leg work – the get in front of the customer you have, the customer who fired you, the customer you would like to have – ask the questions yourself and listen!!! You will then not be the guy coming down the street to pick a fight with the wrong person. You will pick the right battles and more than likely win – because you are facing the person who gave you the clues.
Have a great week.
Runners, triathletes – go for it. Do your best, forget the rest.
Posted in Business Leadership, Marketing Concepts | Tagged: Business, customer, John Mosko, listening, marketing, Triathlon, Vice President, Voice of Customer | Leave a Comment »
Posted by John on September 12, 2010
I was fortunate enough to hear Gale Sayers this past week. He had some great messages in the keynote speech he gave. Here is a man who has succeeded on two fronts. He is in the National Football Hall of Fame as well as the Chicago Area Entrepreneurship Hall of Fame. Great accomplishments forged by hard work. He values both and believes his success came from being on time, giving his all, and having some God-given talent.
However, the quote that stuck with me was about Brian Picolo, the other running back with the Bears. Gale said that: ”Pic would tell you he won’t get you one sixty like me, but he’ll get you ten sixes“.
We all remember the big run. It was different from the rest and is in the news. But… does it really win the game? Unless you can also grind it out, you may have flashes but not last and may not win. So, it is great when your team has a player with the ability to break a big one, but be sure to appreciate the utility player that delivers consistent, effective performance in moving to the goal. He tires out the competition.
Also, one attendee asked was about how fast was Gale in his prime in the 100 yd dash. He did not know but gave a good answer. The goal was potentially 100 yards away but he had to beat one player at a time to get there. He could negotiate the field by starting and stopping and switching directions better than any of the defenders. They would end up trying to tackle him and he would not be there. So, again, success comes from our ability to adapt to change better and faster than anyone else – get to that open spot in the field where we can run free.
So, my goal for this week:
- Do 10 things well to move toward my goals, not just one big thing
- Read the field and avoid the competitors and barriers – find the open spot
Have a great week!
P.S. Please, give me a call or drop me an email if there is anything I can do to help.
Posted in Business Leadership, Marketing Concepts | Tagged: competition, Gale Sayers, Market Strategy, Negotiate, open markets, talent, team, Winning | Leave a Comment »