I understand the need for us all to be properly informed and it’s a purpose which the media serves particularly well. However, we also need to be aware that all platforms of media need to generate sales (directly or indirectly) and it is rare that good news will achieve that.
Mark Miller from Miller Communications Group once related the story of a young boy starting in the newspaper business to that very statement. This boy ran excitedly into his Editor’s office to say that he had a great story about a dog biting a man. The Editor turned to the Cadet and said something along the lines of: “That’s not news son…when a man bites a dog, that’s news!”
And so, every day, ordinary news items are not really what the media aim to report on and we all need to keep this in mind when we constantly read, watch or hear about the negative or ‘fake news’ of any current economic climate. We hear a lot in the Property and Finance arena’s things like; the banks aren’t lending money, young people can’t buy a house as it is too expensive and the Real Estate market for investors is dying. I have always been a firm believer of “If you want or need it bad enough, you will make it happen”. It is all about planning and timing.
I had a conversation with Allan Pease, who appeared as our keynote speaker in a seminar we once hosted, and Allan told me that he simply refused to participate in scare mongering media, but if he was given more notice (time to plan), he would think about participating in it. This is a great attitude to adopt. We all understand that there are the ‘boom times’ however, there is no reason why you can’t make things happen in those ‘non-boom times’ also. I can say that every single one of my clients is either growing their market share or in most cases, becoming industry leaders, despite those reported stories about the current economic climate.
This occurs by simply making sure that strategies are in place to deliver on exactly what your customers are looking for from your business. Remember, it is the basic things that are going to make a difference. Things such as making sure that we continue to deliver phenomenal service, maintaining standards on our products or services and continuing to ensure that your team has a phenomenal customer service outlook.
So, what do we focus on first 1. Customer Service or 2. Marketing? If we work hard and get people to our sales window and they receive terrible customer service, then they won’t buy from you again! On the other hand, if you don’t invite people to buy from you or tell them how you can help them, then your bottom line will stay the same! Amazingly, both can be achieved successfully at the same time! Simply block out 1 hour of uninterrupted time to do a plan (we use our Sprint Planner, if you would like a copy please email – firstname.lastname@example.org) which consists of what the goal is, what will the best outcome look like, what needs to be done, when it needs to be done, who can help you achieve this and how you will measure your success. This can be used for all forms of planning whether it is: Target Marketing, Customer Service, Window Displays, Recruitment, you name it! One of the best ways to make the process successful is to ensure that you include who is going to help you achieve the outcome. You DON’T do it all on your own, you DELEGATE!
So, how did I get from negative media to delegating? It is simple, regardless of what you hear, you and your business are going to stand out from the crowd if you listen to forward thinking mentors such as Allan Pease, Michael Yardney (and myself of course!) and plan to implement. You need to plan to impress anyone who has a frustration that you can fix. You need to let people know you can fix their problem and give them all the attention they deserve.