Making marketing, sales and management work in 2004

By John Graham

If we listen to half the politicians, everything is coming up profits in the year ahead. They tell us to stop worrying about the economy. We're heading toward a new sunrise, they say. The other pols paint a darker and far less optimistic picture. Where does that leave us? What are we to believe in the year ahead?

After reviewing the predictions, the picture might look like some sectors, particularly those driven by defense, will be roaring. But that aside, much of the economy might still be hurting.

An economic environment may be emerging in which there are no overall really good times or totally bad times. At a given moment, some sectors will be stronger than others, but nothing really "sizzling" for most everyone at any time.

So where does this leave us for getting where we want to be in the year ahead? Here are a handful of thoughts and suggestions:

1. Stand with your customers. Don't fall for the "glass is half full" nonsense. It may be half empty. What's the point? Don't be soft-headed. And certainly don't listen to the politicians. Most important, don't be caught short. Prudence is always the best guide.

2. Don't keep trying to "milk" present customers for more business. Whenever times get tight, we're told to sell more to our current customers. Although this may sound like a great idea, it's nonsense. It's the current customers who are cutting back.

3. Only do business with those who take time to understand what you're up against. The issue isn't "understanding your business." While that's helpful, it's not a core issue. It's figuring out where you are, grasping what isn't going well, and figuring out ways to fix it.

4. Don't be timid. The pain of the last three years won't be forgotten as quickly as we may think. With so many others holding back, you are given an excellent opening. Drive through. "In Lean Times, Big Companies Make a Grab for Market Share," stated the Wall Street Journal's lead page one headline. The subhead put it to bed: "Opportunity Knocks." Come out and do it.

5. Give them a reason to want you. "Did you get our proposal?" "Could I stop by for 20 minutes and tell you about our company?" "I'm going to be in your area next week, can . ..." When you hear such phrases, there's just one question to ask: "So what?" Forget about ads that shout the name of your company and how long it's been in business. Draw upon your company's years of experience and your own expertise that will help your customers. If you share it with them, then you'll be welcomed because you bring something that's useful.

6. Don't fall for the simple, the easy. Email "blasts" are quick, easy and cheap. But do they accomplish your objectives? Do they enhance branding? There may be a reason why the cost is low. Don't reject what takes time, effort and planning just because it takes time, effort and planning. The Pew Internet and American Life Project study found that "wired baby boomers" split between hard copy newspapers and online news sources. But with a low tolerance to wade through up to 50 percent of email spam, there's a place for print advertising and electronic advertising.

7. Dig out the gold. Read business and trade journals and not just those of your own industry. Get your hands on as many as possible. Read the table of contents. That's where you'll find the real gold. Editors are good at identifying hot topics and problems their readers are having. If you can come up with solutions that make sense, you have a leg up in attracting customers from particular business sectors.

8. Don't get seduced by your own ideas or the ideas of those around you. Most companies are poor marketers because they are preoccupied with the image of themselves they see in the mirror: "We're the best ... Our service is great .... We have terrific people." On and on it goes. Companies, like people, can become so self-absorbed they fall into the trap of seducing themselves. Here's the point: If it isn't all about the customer, it's worthless.

9. Don't live vicariously. Jack Welch was a great business leader with a great support staff caring for his image night and day. He also rose during the '80s and '90s when most CEOs looked good. He was staged perhaps better than any president other than Ronald Reagan. All the consultants have all the right answers, until something goes wrong and then they bring out a new book. Forget about 23 behaviors of the most successful salespeople. Business isn't about imitating -- it's about being real, being yourself.

Each of these nine tactics addresses head-on a facet of falling behind. Overcoming them is the effective way to get ahead.

John R. Graham is president of Graham Communications, a marketing services and sales consulting firm in Quincy, Mass., 02170 (617-328-0069; fax 617-471-1504); j_graham@grahamcomm.com).