Can you grow your business when many around are shrinking?
I think you can, and I wanted to share my ideas with you.
My last blog suggested ways of adapting to market needs and I explained how I had added to the Salient range of offers by promoting courses on Zoom (or other platforms). Are there other ways of growing your market? The first four major areas you can consider are:
- Market Penetration
- Market Development
- Product Development
The Ansoff Matrix shows clearly how these are related: (Igor Ansoff – Harvard Business Review 1957).
Market Penetration means selling more of what you offer into your existing market.
Market Development is selling your present range of goods or services into new markets.
Product Development describes selling new products into your existing markets.
Diversification involves selling new products or services into new markets.
As an example of market development, my sales modules and programmes are now fully recorded and available to purchase from the Salient website (here: https://tinyurl.com/y44gahlg !)
I am promoting and selling my existing courses, general sales and technical sales, into a new market. The new market comprises those businesses and individuals who prefer to learn and experience in their own time and space, rather than attend at specific times and locations which can be inconvenient to their own businesses.
Product development can be achieved by adding something that compliments or is a relevant addition to your existing range of products and services. Ideally, this should be something you have identified by asking the market what else they need, or at least your existing customers!
Market penetration in simple terms is finding more ways of selling what you have in the market you presently target. For this I would recommend revisiting dormant customers and making contact with ‘lost’ business. Business previously lost may be looking again for a new supplier and we may only have lost it by a small margin.
Diversification can be fun! Lateral thinking can result in some great ideas for additional products and services which will attract new interest in your business. I caution you to prepare well and to do some useful and effective market research prior to this. It is essential you know what your potential customers want and need before committing time and funds to developing new products and attacking new markets. However, the rewards can be high as ‘out-of-box thinking’ can make a significant difference to your turnover and profit.
Finally, the fifth way of growing your business, and a less risky alternative would be Collaboration, again with much preparation and due diligence. You would halve the cost of any such growth plans by working with another trusted business. However, you may halve the risk, but you will also halve the profit made!
Your first choice is whether you try and ‘ride-the-storm’, or, work smarter and develop your business. If you choose the latter, your second choice can be made from a number of options as outlined in the matrix above. When the ‘new norm’ arrives, if you have used the time wisely and prepared for growth, you will be much more secure as a business than those that have relied on rationalisation and hope.
If you are interested in hearing more about our ‘applied sales’ courses, in general or technical markets, then please contact Andy on 07941 041364, email@example.com
If you would like to learn more about the Salient recorded sales training programmes, visit the offers on our website here: https://tinyurl.com/y44gahlg
A bit dramatic I know, but this does reflect the present position of most small businesses.
Darwin would be fascinated with the choices facing business at the moment.
At the start of the pandemic we all hoped it would be over in a few months and we could get back to ‘normality’. Many small companies simply ‘battened down the hatches’ intending to ride the storm, if you will pardon the mixed metaphors.
Unfortunately, it did not happen. We are likely to be looking at many more months yet and most are realising that the ‘normality’ we anticipate may be somewhat different from that pre-covid.
In the last few weeks, I have gained some new customers who have admitted they felt they could hold back no longer and needed to move ahead, otherwise their customers would go elsewhere. In fact, due to the scarcity of active businesses, they would now have to work harder just to stand still.
To maintain Salient’s position in the market and to adapt to the present situation I have had to change my approach. Fewer customers wish to have strangers in their offices presenting training courses. Having said that, recently I have presented my Technical Sales Programme on-site, distanced, masked, sanitised and very successful!
With fewer opportunities to train and coach ‘in-the-room’, I have added to my training, coaching and mentoring offers. Becoming adept at running Zoom meetings I can now run any course or session on-line.
I have also used the extra time available to record my complete sales programme onto a video platform. There are general sales and technical sales training versions for large and small businesses, and all will be available to purchase on line within the next two weeks. I have also added small business group support and growth sessions called ‘Adapt, Survive and Prosper’, and these can be delivered with some in the room and others on Zoom.
By adding to my range of offers, I am now able to deliver:
Sales, Marketing and Business development
1/ courses or sessions in-the-room, as before
2/ courses or sessions on Zoom, or
3/ course modules recorded for more convenient viewing
By adapting to the new market needs I have ensured that all prospective customers can be served by Salient, whatever their circumstances.
This is what I have done. What have you done to maintain or even grow access your available market and hence grow your sales? Have you adapted? Most such situations can be overcome with some thought, ideas and application. If you have not addressed this already, perhaps now is the time. Clever use of the internet and some lateral thinking are called for.
Take the lead from Salient; Adapt, Survive and Prosper!
Details of Salient Small Business offers are here: https://tinyurl.com/y5ptl27f
Recorded courses - coming soon.
As we move slowly back towards life as we used to know it, people keep talking about the ‘New Norm’. If you challenge them, they appear to have little or no idea as to what this New Normality will be.
Many believe we will rely much more on the internet to do business and there will be a significant increase in those working from home. Some of those whose businesses have operated primarily online, the digital marketeers, web designers and IT experts, are suggesting they need never go back to an office.
Since ‘lockdown’ we have all had to change our approach. We have had to engage with our customers in different ways. Primarily, but not exclusively this has been via the internet. I believe it is still accepted by most, that face to face and in the same room is the ideal! This allows more of our social instincts to play a part and to enable more of a solid business relationship to develop. It would be very sad if we did not go back to meeting, shaking hands, embracing (when appropriate!) and enjoying each other’s physical company.
What other positivity can we take from the present difficult situation:
- The air is cleaner!
- More people now know more about the internet and its possibilities for communication and promotion.
- In general, people are more aware and considerate of others wellbeing.
- Many have observed that the pace of life has slowed, allowing more reflection and consideration.
- The situation has encouraged more lateral or ‘out-of-the-box’ thinking.
- As a society we have reset our perspectives and priorities; we have acknowledged what is most important to us.
I could continue with the list, but I think the point is made. After lockdown, it would be a great shame to lose all that we have gained. Clearly, we need to take the best we can from all this and apply them to our New Norm. Ideally, we should maintain good perspective, priorities and wellbeing as we start to meet with others again. At the same time, we should continue to embrace more of the best of the technology.
We need to balance the best of the Old Norm with the best of the lockdown strategies we have developed. Every business has different needs and priorities and so they will have their own version of the New Norm. I urge you all to plan carefully how you address coming out of lockdown and what your New Norm will look like. If you need help with this, I have developed a new module called ‘Your New Norm’, which helps you define what you want to become as a business, you new approach to promotion and engagement that will continue to make you successful as we are ‘unlocked’.
If you want to know more, please call or email.
The Government is keen for business to continue so that when we are able to return to the ‘norm’ we can be better prepared. Perhaps this is the best time to focus on personal and professional development within your business. With good training, coaching or mentoring in sales, marketing and business development, you could use the time wisely by developing a more complete and successful approach to growing your business.
So, Salient is going Live-On-Line….
To help you follow social and health requirements I will now be offering my courses as either a live-link to allow full interaction, or as recorded modules for you to access at your convenience and as often as you need. I have chosen Zoom as the most effective platform. I will use the ‘Entrance Lobby’ facility to ensure the sessions remain secure.
These courses will be offered at a lower cost than an attended course.
Also, as a special offer, when the crisis is over, I offer a ‘refresher day’ at a bargain price, when I will come to your offices and deliver a summary of the course and, where appropriate, run a workshop to cover aspects in which delegates still need assistance.
In this way, delegates will have the advantage of isolated learning, together with a final interaction session, when the dust settles.
All delegates for live sessions will be provided with a workbook.
Live sessions will include all aspects of the course when given on-site; flip chart, discussion, slides, exercises, discussion etc.
Assistance is offered on an individual basis (phone or email) at no cost for up to one month after the sessions. Sessions last from one hour to one day and courses are available for 2 to 5 days duration, either consecutively or separated by up to 3 weeks. Clearly, the longer the course, the greater the scope and depth we can cover, and the longer the new ideas and skills are likely to be retained.
Costs: with reduced overheads, the cost of Live-On-Line sessions will be signficantly less than those arranged for personal attendence (pre-and post-covid-19).
Salient has adapted and will continue to offer great value in all courses, programmes and sessions. Expertise in sales, marketing and business development, designed and applied to your business. Use Salient and stay safe!
BANTER OR BULLYING?
CHARACTER BUILDING, OR CHARACTER DEMOLISHING?
How important is it for everyone to be resilient, thick-skinned, even hard-nosed?
Life can be hard. Without one or more of these traits we run the risk of being beaten down by the more forceful and ultra-confident types.
To illustrate, let me describe an extreme version of this:
A confident go-getter enjoys ‘banter’ with their colleagues. One colleague is a less confident and seldom joins in with the exchange of ‘winding-up’ and derisory comments. To some, this makes them ideal targets for such banter, and the comments start.
Initially teasing, they are easily shrugged off. But, they continue, and can develop a hint of mocking. Others, wanting to remain with the confident and ‘favoured’ group, will find themselves joining in, sometimes without intending to. Within a short period of time, perhaps a few weeks, one person has become the butt of most of the ‘banter’ going on.
Originators of office/school/group banter will claim it is ‘character building’. They believe they are helping those bearing the brunt of the humour to gain a thicker-skin, to ‘man-up’. The ‘Butt’ may well attempt to join in, but will show their inexperience in making quips and digs and will likely receive more ‘digs’ as a result. Initial banter is usually ignored, but continued and it gradually eats away at the recipient, resulting in lost esteem and confidence.
Life is hard. Perhaps we should encourage this form of banter to help weed-out those not capable of defending themselves and so to form stronger teams.
But, what are we doing if this continues unabated? We are making someone’s life pretty miserable. They will see it as bullying and will find it more and more difficult to become involved, contribute, socialise and engage.
Then there is the other extreme, where we cosset and protect the weak and avoid all banter and ‘wind-ups’. I remember when a boss I had in the mid 90’s apologised to me for swearing. He assumed that, as I didn’t swear, it must be that it offends me. Bless him! Extreme swearing does offend me, but the occasional ‘Anglo-Saxon Derivative’ (as my English teacher used to say) can add richness to the language. The reason I didn’t swear was because I had four young impressionable daughters at home and Dad swearing, even inadvertently, was not the example I wanted to give them.
There is another way. I saw this happen once and it had a great positive impact on me. At one stage in my career, the boss was also the chief source of the office banter. He would rip into anyone, strong or weak and wind them up to a high level. Most of us recognized this and responded in kind (to a lower level; we wanted to stay in good books). There was one chap who did not take this well. He was a really nice guy and had much to contribute to the group. However, it was clear that he was enjoying being at work less and less. His mood changed and his engagement with all of us was less frequent and helpful. He was becoming isolated. This was not the group’s intention, but none recognised it for what it was and no-one wanted to suggest to the boss that he stopped. In the end, the boss sorted it. He was perceptive and understood fully the risks to the team and to our colleague. The boss took him to one side and had a chat with him. The next thing I know, our colleague was smiling, animated and seemingly in awe of the boss! His output increased and his loyalty knew no bounds. He was even seen to join in with the banter occasionally.
What did the boss say? Eventually, my colleague confided in me.
In a nutshell the boss had told him that he was sorry that such actions and comments were upsetting him. He told him how valuable and valued he was, how he should ignore anything that offended and to regard it as immature behavior on their part. He wanted my colleague to come to him and tell him at any time if anything was bugging or upsetting him, because he wanted him to be happy in his work and to enjoy his time. The boss, even said he regretted the way he behaved but that it was now expected of him and he was worried that any change would be regarded as a weakness.
In showing humanity and humility, the boss had succeeded in turning round the whole situation.
Perhaps this is the best approach when such ‘banter’ risks getting out of hand; risks losing a colleague, or worst of all, demolishes someone’s self-confidence and self-esteem.
There is no easy answer. But, taking account of people’s feelings can result in stronger teams, stronger relationships, and stronger leadership.