Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘solutions

It’s a solution, not my solution

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scarybox1I was once attached to a company that actively sought out to put themselves into the following trap:

Generate a suite of business solutions that we can hang our hat on. These solutions will serve the majority of businesses regardless of their market position and valuation. By generating a suite of “off the shelf” solutions, the company will save on resources that otherwise would have to go to generating unique solutions for every new client. Furthermore, once our sales team learns the suite, they can speak very passionately and effectively about it to prospects.

That company is no longer in business. This practice was a major contributor to their demise.

Quick, name two companies that operate exactly the same. Name two companies for which an off-the-shelf solution (software, operational, marketing, or otherwise) could quickly be immediately integrated and effective. You can’t because there is none.

Every business faces different challeneges dependent on a host of variables from their marketspace to their corporate values. Two different companies that make identical widgets do so in different ways.

I recently was connected to an organization which created boilerplate new business pitches. The budget that followed the boilerplate was, of course, customized to reflect the client and project, but the majority of the paperwork was submitted untouched. If you try to play this game, you put your chances of winning the business in peril. Your proposal comes off being to generic and ends up being as ineffective as a generic cover letter.

It takes work to get work. Anything worth having is worth working for. By taking the extra time to generate proposals and solutions for each individual situation shows that you are earnest when you say “I want to work with you. I want to do work for you.”

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Written by Jeff York

October 16, 2009 at 2:27 pm

You CAN get there from here.

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signpostFrom when I was young, I remember a TV commercial where someone stopped for directions to Bar Harbor, Maine. The reply came in a very thick Maine accent: “You can’t git therah from hereh.”

The phrase has popped up in my life from time to time. But it’s when it pops up in my professional life that I get most disturbed.

The idea of “it can’t be done” or “you can’t get there from here” is very foreign to me. I recently fielded a call from a new client. He knows that I touch all types of marketing, but already had established a relationship with a graphic artist before we started working together. To his credit, he wants to remain loyal to his vendors. That’s why that graphic artist got the call when his company decided last minute to place a full-color ad in a nationally distributed magazine. The client was very clear in what he wanted and the graphic artist tried his best, but ultimately submitted sub-par work stating that there wasn’t enough time to carry out the request and that “it can’t be done.”

The client and I are of like mind. To use his words, “If you throw enough effort or resource into something, it can get done.” That’s right, Mr. Client. You can get there from here, no matter where ‘there’ and ‘here’ are.

He called me on a Thursday night. I had approval of the ad by Monday night and it went to print.

I’m not trying to brag (although, maybe I am just a little). I’m trying to illustrate that there is ALWAYS a solution to be found somewhere. If you have a clear definition of the destination and you’re creative enough, connected enough, and/or savvy enough to build the path, you can make it happen.

Easier said than done? Sure. That’s why when you do it, the client loves you. That’s why when new competition knocks on your client’s door, your client calls you to laugh about it.

Are you prepared for the next fire drill? What are you doing today that will allow you to deliver superior service tomorrow? Are you networking and meeting new vendors? Are you researching new concepts and technologies?

Do you have a success story that you’d like to share that we can all learn from?