How to Generate More Leads

Growth graph concept on a laptop

You only need one lead to make a sale, says common wisdom. However, your chances of selling increase with more leads.

So, how do you generate more leads?

1. Offer compelling products and services for your customers.

2. Be compelling. Approach prospects with a view to helping, rather than making a sale. Show your enthusiasm, smarts and ingenuity.

3. Be in the information your prospects review before buying. Know how your customer buys through market research.

4. Spend time building relationships with your target market. Understand where your target market is, gathers information – and be there to help them out. Speaking, writing, helping with associations are some ideas.

5. Market on the internet. Have a website. Get on Facebook, Twitter — if your customers will be there.

6. Give customers a chance to try out the product or service. A free trial. View it on video. Whatever works for the product or service.

7. Monitor where your leads come from, and keep doing what works!

For more resources, see the Library topic Business Development.

—————————————–

Tove Rasmussen, of Partners Creating Wealth, offers business expertise worldwide to help organizations grow, and disadvantaged regions thrive.

Photo credit: Billy Bob Bain

Got Structure? Need it?

Business organizational structure concept with wooden people icons

The jungle gym is a great blend of structure and chaos. Perfect for kids.

In an organization, we need that same perfect blend — the one appropriate to the company’s size. After all, we are kids at heart, right?

A start up has few systems. Expenses need to be tracked. A business plan is needed for financing. The organizational structure can flow – we are getting things going. Once the revenue stream is there, we need to know who’s on first – to ensure commitments are met.

As the organization grows, it is practical to add structure. However, keeping the chaos, the motivation, the energy and purpose is key. Adding structure while maintaining energy is a challenge. It takes adding the structure with finesse only as needed.

When the organization is choking on its own bureaucracy it’s one sign there is too much structure. Have the systems of a $300B organization been added to a much small company? If so, it will only slow the company down.

Yes, ensure employees are treated fairly across the organization, ensure laws are met, the work is safe and so on — but maintain the employee ingenuity, the ideas that serve customers and open new products and market. Keep the ability to move fast!

For more resources, see the Library topic Business Development.

—————————————————————–

Tove Rasmussen, of Partners Creating Wealth, offers business expertise worldwide to help organizations grow, and disadvantaged regions thrive.

Photo credit: Arlington County

Busting Down the Obstacles to Growth

Businessman studying graphs and charts on a white board

So your company is working hard, doing everything right, and it just isn’t growing fast enough.

Well, there is the economy. The recession has slowed customer demand in most segments a lot. Still, excel in a recession and life should be even better when the economy picks up.

So, the company has a competitive advantage and it is one that matters to your customers. You have solid, objective evidence that this is true, right?

If so, the issues lie in implementation. Have you investigated buying behavior to ensure your promotional plan will meet prospects when and where they are looking for you? If not, know where to find your prospects and what they are looking for. Your promotional plan needs to take this into account.

With all the footwork done and the strategies and plans set, the key becomes implementation. How to get the message out effectively. How to brand consistently, and build value through the brand. That in itself can be a competitive advantage – with strong equity. Think of Coca Cola.

All prospect and customer touch points become critical. From the first contact as a new lead through to shipping and invoicing. What is your prospect’s or customer’s experience? Try to live it yourself, to understand how the experience REALLY is. Don’t base your decisions on internal company myths. These often hold the company in higher regard than customers do.

Quick surveys can help here. To understand what customers appreciate, would like more of, and how the company stacks up against the competition. Then solve the key issues effectively – turn them into company advantages.

It takes work, dedication, and a solid understanding of your market – prospects and customers alike. Feel free to write, tell me how it’s going, and where you are seeing the challenges and wins.

For more resources, see the Library topic Business Development.

—————————————–

Tove Rasmussen, of Partners Creating Wealth, offers business expertise worldwide to help organizations grow, and disadvantaged regions thrive.

Photo credit: Hectorir

Culture, Cars, and Leadership

Black car interior

Today’s Wall Street Journal published an excerpt from the forthcoming book by former Chrysler and GM exec Bob Lutz. Lutz says that in the auto industry a knowledgeable autocrat is the successful model for a leader. In critiquing the bureaucracy for which GM has been famous for, Lutz says that the autocrat is the model for leadership that is decisive and can make the tough decisions needed to bring new models to the market.

Yet, Lutz does not offer reasons as to why the only cure for bureaucracy is autocracy. See the rest of the story at skoutgroup.com

Don’t Take That Sales Order

Person working on a sales concept on a laptop

Your top sales manager has been pursuing the largest sale in history of your company. Do you want it?

The company needs the sales. Of course, you will take the business. What a crazy question, you say.

But do you know you have the capacity to make the order? There is nothing more damaging than to leave a customer without product. There will be no sales from them for a very long time, if at all. And think of the word-of-mouth-express.

Do you know your capacity? Do you know what you can make? It’s easy to figure out. Just multiply the production per hour by the number of hours of prodution for any given time period, a week, a month, etc.

It’s best to monitor the daily productivity in operations by product, machine, operator, shift, and other relevant factors. Then the scheduler has good numbers to use for production planning.

Don’t forget to factor in the time for preventive maintenance, as well as a realistic amount of time for breakdowns, interruptions, breaks, etc.

Being realistic is a watchword for production planning.

Of course, once the capacity of the business is clear, then it is possible to determine whether the firm can deliver on the order.

So, if the firm cannot take the order, do you turn it down?

Not yet. There is another consideration. Customers usually do not need all the product right away. It takes them some time to sell it. So, perhaps some product can be delivered by the initial date, with additional shipments at later specified dates. If the company takes this approach, don’t forget to factor in addition set up costs, if any, when trying to understand the profitability of the order.

There are other options, too, such as subcontracting some of the work to other suppliers, usually competitors, which can raise some complications. Or, the customer can split the job between a number of suppliers, though you may not want to let a competitor in.

If your firm has a competitive amount of capacity and is pursuing target business, it rarely comes down to turning an order down due to capacity. However, it is definitely a critical consideration for a large order as it moves through the selling cycle to a sale. Train the sales force on capacity issues, so they know about potential issues so they can ensure it is handled appropriately upfront. A well organized large order leads to much happier customers and repeat sales.

For more resources, see the Library topic Business Development.

—————————————–

Tove Rasmussen, of Partners Creating Wealth, offers business expertise worldwide to help organizations grow, and disadvantaged regions thrive.

Board Gender Balance – a personal perspective

Business men and women in a business meeting

Here are some ideas I drafted for a debate on gender quotas. I would love to have your feedback:
I consider myself to be a professional company director. I am chairman of an ASX listed company, sit on another listed board, am on the board of a company that is planning an IPO, and also on two government sector boards.

A few years ago (more than I care to mention in public) I was an aspiring director; doing well at my job but not considered to be ‘board material’ by the few head hunters who condescended to talk to me about my career aspirations. Nobody at the time suggested that I needed a quota to help me get ahead; the prescription was education and experience.

Being keen I took my ‘medicine’, doing the company directors course in 1996 and passing the exam and assessment task upon completion. I also completed a graduate diploma in Applied Finance as that was another area of weakness – I’m numerate but not an accountant; boards need directors who can read a set of accounts and draw their own independent conclusions from them.

Then I got stuck in a bind – I needed experience to get a job as a director but nobody would give me a job as a director so I didn’t get the experience I needed to get the job. There are two ways out of this bind. You can find a group of people who have so much confidence in you that they will invite you onto a board even though you have no experience or you can find a group of people who need your skills so much that they will invite you onto a board even though you have no experience.

Some people choose the first option and become so good at their jobs that they gain confidence and eventually board seats. Others, like me, find not for profit boards to whom they can make a contribution and get their experience that way before working up to paid commercial boards. Either route will work and is likely to give a better class of director than a quota system.

According to statistics compiled by the Australian Institute of Company Directors, 11.7 per cent of ASX 200 directorships are now held by women, up from 8.3 per cent when we first introduced our programs and initiatives at the beginning of 2010. Fifty-nine women were appointed to ASX 200 boards in 2010, a substantial increase on the previous year (with only 10 women being appointed in 2009). Already this year, 21 women have been appointed to ASX 200 boards. This growth has been achieved without quotas by the use of education programs, heightened awareness and networking.

Contrast this to the Royal Australiasian College of Surgeons: their most recent statistics show that of the 5,421 surgeons active in Australia today (or, at least, at the end of 2010) only 458 were female. That equates to only 8.4%. I haven’t heard any clamour for quotas of female surgeons to counteract this low percentage of female representation at, arguably, the pinnacle of the medical profession. Have you?

Perhaps this is because, when you are lying on the operating theatre table, puffing desperately on proffered anaesthetic, the last thing you are thinking is “golly, I hope I get one of the female surgeons. Even if she isn’t qualified or experienced, I want to give a girl a go at gouging out my inner bits!”

So why, when we talk about boards, do we assume that it is okay to allow unqualified women to practise directorship. Isn’t directorship a profession? Do we really expect investors to want to risk their savings on unqualified and inexperienced directors’ judgements?

This, for me, is the crucial issue. Directorship is a professional enterprise. It is important that Directors are skilled and experienced. This is an issue for women; it is a fact that, in the commercial sector, most people are invited onto boards of companies of a similar size to the one where they work. For the large listed company sector, from which most commentators draw their statistics, the percentage of female CEOs and of female senior executives is very low.

This is a problem because former CEOs and senior executives are prized potential board members and our pipeline just isn’t flowing. It is no wonder that female directors aren’t gushing out of such a turgid and constricted.
In small business the trend is much better with a female representation that almost matches the gender split in our society.

Until we fix whatever is wrong with our large organisations that prevents women from rising through the ranks in the proportions in which they enter those ranks, we will never see an equitable balance of women on the boards because we won’t have an equitable supply of women in the places where boards look for new directors. At the moment we don’t quite know what is wrong.

Attention is being focused on hiring and promotion biases, on maternity leave, career disruption and ongoing education, and on flexible employment practices. That is a good place to start. Clearer, and more objective, qualifications for directors (and senior executive advancement) would also assist.
What do you think?
______________________________________
Julie Garland-McLellan has been internationally acclaimed as a leading expert on board governance. See her website and LinkedIn profiles, and get her books Dilemmas, Dilemmas: Practical Case Studies for Company Directors and Presenting to Boards.

Strategic Intuition

Hand using a chess piece to knock out a black chess piece

Napoleon Strategic ThinkingBiographers of Napoleon Bonaparte talk about his ability to size up a situation with a single coup d’oeil, (pronounced koo-DOY), meaning “a stroke of the eye” or “glance.” Napoleon was so knowledgeable about his strategic situation—the landscape, the enemy, available technology, similar situations from the past—that he could understand and respond quickly to ever-changing circumstances.

To become a master strategist, you must develop strategic intuition. Consider Warren Buffett’s masterful ability to see investment gems lying unnoticed in a huge pool of possibilities…. Or Steve Jobs’ ability to rightly intuit the features and qualities of technology that will bring magic to consumers… Or Oprah Winfrey’s ability to discern what her viewers want to experience and learn about… In the end, wisdom on this scale cannot be gained through analytical tools or logic… it is a matter of knowing without knowing how you know.

To study the dynamics of decision-making under pressure, Gary Klein lived with firefighters and other emergency or quick-response personnel. His objective was to understand how people make decisions in the most hectic of moments. In his book Sources of Power, he concludes that the keys to good spontaneous decision-making are entirely different than what matters when one ponders decisions with time available for analysis and deliberation. The best decision-makers in chaotic “fog of war” conditions seem able to call on intuition – knowing what to do without knowing why or how they know.

For example, Klein tells the story of one fire captain who entered a burning house, got an odd feeling that something was amiss, and ordered his firefighters out of the structure seconds before it collapsed. It turned out the source of the fire was in a basement that they did not know was there. Something about the situation just felt wrong to the captain, and he acted on his intuition, saving the lives of his men. Intuition, Klein says, is recognizing complex patterns “without knowing how we do the recognizing.”

napoleon plotting strategy with mapPattern recognition, by the way, is a key indicator of whether someone has begun to develop a “Zen” way of knowing about his or her field of expertise. Master chess players, for example, can take a brief glance at the pieces configured on a chess board, turn around, and accurately recreate the placement of all the pieces on another board. The rest of us, at best, can remember where one or two pieces are placed. The difference is that the chess masters look at the board and see a pattern – a story – that they can hold in memory and recall later. To recreate the board, they just put the pieces into place in order to tell the same story. This is the basis of intuition. While the word conveys a bit of magic or mysticism, psychologists say that intuitive knowledge is the result of repeated experience. The chess master has seen countless configurations on chess boards and gradually learns to see them as a whole experience, pattern of story. To the master, the pieces are just elements of something larger. In like manner, a quarterback who intuits where to find the open man or just seems to sense that it is time to get rid of the ball as he’s approached from behind, has achieved masters level pattern recognition.

Psychologist sometimes call the things that we know intuitively “tacit knowege.” And we can only use langauge to speak about things that are “explicit.” Psychologist Bill Snyder says that “Unless we can distinguish between tacit and explicit knowl­edge, we are likely to pay inordinate attention to explicit knowledge and underesti­mate the prevalence and value of tacit knowledge.”

Tacit knowl­edge refers to knowledge that one has but cannot explain. In coprorate settings, we distinguish between “codifiable” knowledge that can be written down or documented in some way, and non-codifiable knowledge that you can only learn from experience. This kind of knowledge includes intuitions, values, and basic assumptions as well as “artistry” or Zen mastery. Explicit knowl­edge involves knowledge that can be explained and codified. For example, facts, theories, recipes, standards, and procedures are all examples of explicit knowledge. It is important to distinguish tacit and explicit knowledge because research indicates that more than half of the knowledge in organizations is tacit.”

How to Develop Strategic Intuition. As Malcolm Gladwell has shown in Outliers, mastery of a field generally takes 10,000 hours of concentration in that knowledge domain. With time and practice, the individual begins learns to recognize patterns where others don’t and begin to recognize gaps in knowledge and begin to make new connections in order to solve or fill in these gaps. Warren Buffet certainly put the time in to gain his legendary intuition about the world of investments.

Gaining napoleon’s coup d’oeil it – comes from a mix of aptitude and hard, constant, persistent work.

If you appreciate this post, please tweet it to your Twitter followers by clicking in this icon: