Marketing

Perception - WCP 2014

Market Perception – What Do You See?

What do you see? It is an interesting question. Why? Because what you see is often being manipulated by a process known as “Perception Marketing”.

Perception Marketing has become big business and until recently I had applied little thought to the question of Perception versus Reality. People apparently now build entire careers around Perception Management, they are not involved in Product Development and Product Improvement, their mission in life involves changing us! Changing our Consumer Perception!

My regular readers are familiar with my commitment to Peter Drucker as the essential marketing guru. His definition of marketing is: – “to take something useful and turn it into something desirable”. I thought I understood this, yet recently I have encountered some surprising and lasting, examples of perception marketing driven desirability.

A couple of weeks ago I was having a product discussion with my son, the CEO of a US based FINTEC company, and I offered the opinion that the product (under discussion) was crap! He answered promptly, “I know that, you know that, but the market perception is different and the market perception is reality”.

At first I was disturbed by this, isn’t it wrong to sell a substandard product, even if the customer is satisfied?  Well let’s think again before we decide.In Maxx  Barry’s 1999 satirical novel on marketing, Soda & Cie, he writes that “Marketing’s first golden rule is that Perception is reality”

New Scientist magazine recently published an article describing how researchers at Harvard tested a new painkilling drug as well as placebos on migraine sufferers. The placebos, despite their lack of real painkilling ingredients, were remarkably effective. “The placebo… accounted for more than 50% of the drug effect,” the scientists found.

To most of us this is hardly news; drug trials routinely incorporate control groups who are given placebos to assist in identifying results that are outside the standard placebo effect. Other drug trials have shown that tiny placebo pills can have stronger effects than large ones because they are perceived as especially potent. Placebo colour can make a difference, too.

I had to ask myself are placebos “my crap” or “market reality”?

The lesson for marketers is that our experiences are shaped by our expectations

Do we have other examples of “placebo marketing”?

Until recently we had a substantial investment in the wine industry. Wine is the ideal product to illustrate how marketing perception affects consumer experience.

Most of us and even those within the industry don’t have the honed palate of a master of wine, and how we enjoy wine is heavily influenced by what we think we know about the wine.

Perception marketing experiments showed that the same wine thought by a taster to cost $45.00 rated better than when it was thought to cost $5.00. Not only was this a win for the perception marketers, it actually lit up a wider area within the pleasure centre of the taster’s brains. In other words the perception became reality, it really did taste better to them.

It’s an example of consumers really believing “You Get What You Pay For” – yet again Marketing Perception has trumped reality.

This brings me back to Peter Drucker’s quote. Desirability may not be a product of quality but of expectation.

By, Neil Steggall

The Barking Mad Blog

Business Advice with Bite

http://wp.me/p401Wv-fp

 

www.wardourcapital.com

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Business Writing - WCP 2014

The Essence of Business Writing

“The Essence of Business Writing” is number two in a series of ten “Essence of Management Articles”

You may have rattled off brilliant essays throughout school or university; however, business writing is tough. It’s full of subtleties and more dangerous than a minefield. It is a make or break it skill which everyone in business really needs to be on top of.

If you cannot clearly and simply convey your ideas into business writing for others to follow; or write a concise, accurate and compelling business plan  you are going to struggle to communicate with and develop the teams and structures you need to succeed in business.

Even in today’s seemingly casual environment business writing skills are vital. A well written email will deliver you a far better result than a weak one and a well written business plan, loan application or equity document can make your future just as surely as the reverse is true.

As a new graduate I was allocated to the office of the Finance Director a man of terrifying intellect and a reputation for the fiercest temper on earth. I recall in my early days that sitting in his large and plush office, which was always filled with clouds of cigarette smoke, scared me to the point that my mouth was too dry to use for speech and my bladder always appeared to be filled to maximum discomfort.

After a few weeks I was called into his office and he handed me a large clamp file of photocopied ledgers, notes, calculations, drawings and photographs and said “Can you turn this into a report on the cost savings to be made at the Victorian pipe plant? Nothing too detailed, say about ten pages; need it for next week’s board meeting” I nodded speechless and backed out of his office.

I froze, at last I understood “analysis paralysis”, I spent the rest of that day shuffling the papers and a large part of the next day doing the same. I could see and understand the data but I had no idea as to how I could even start to translate the complex data into a concise, meaningful and interesting report.

This was a test and I knew the cost of failure.

After hours of terrifying inactivity I thought back to my school days and how I used to piece together essays and I came up with the following written list of questions to myself.

  1. What is the purpose of the document

  2. What am I trying to say

  3. Who am I saying it to

  4. How do I present the information

  5. Have I quantified/qualified  my facts

  6. What is my conclusion

  7. Does it make sense

  8. Have I proof read it

My eight point format worked, the report was well received and importantly I still use this list today!

I think on that day I reached “The Essence of Business Writing” and it lives on. Let’s see how the 8 point essence can help you.

  • What is the purpose of the document: If you cannot answer this question clearly in three lines don’t write it because no one needs to hear it.

  • What am I trying to say: I literally write or type this question and its answer at the top of my first draft page of any complex document as I start to write.  I limit both question and answer to four lines each and if I have difficulty with space I rethink the documents whole premise. This question and answer should be at the core of every single communication even a simple email – though I usually allow a mental Q&A for emails.

  • Who am I saying it to:  Each audience has differing needs and expectations. Think this through; ask what will make a difference to your target audience. You are best to use a “different voice” depending on your intended audience. Therefore your writing style, words and authority should change accordingly. The facts are the facts but the audience changes.

  • How do I present the information: Remember when you start to write your report you know the subject backwards. Your reader is in your hands, take then on a sensible, fact backed and sequential journey finishing with a tight summary and sensible conclusion.

  • Have I quantified/qualified my facts: Your discovery that blue widgets outsell red widgets 10 to 1 is astonishing but when supported by respected research your discovery is in lights and your career is taking off. It’s all about cred! Yes research credibility brings respect.

  • What is my conclusion: In a well-researched, balanced and carefully thought through piece of business writing the conclusions will slowly emerge. Sometimes not the ones you or your audience wanted. Facts are facts and conclusions are drawn from those facts. Always call it as it is, don’t dress it up, a “bad” answer is much better than the wrong answer.

  • Does it make sense: In today’s world email a draft to a friend or mentor, their subject knowledge will usually be less than yours so see if it makes sense to them. Listen to input, take it on board but ultimately it’s your report and your decision.

  • Have I proof read it: The more important the document the more important the proof read and I don’t mean a computerised spell checker. Don’t tell anyone but I still have issues here. I check, I double check, my dog checks and yet every time I press “Publish” half a dozen errors flash in front of my eyes!

By, Neil Steggall

The Barking Mad Blog

SMS Advice with Bite

http://wp.me/p401Wv-eH

 

www.wardourcapital.com

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Perception - WCP 2014

The Importance of Market Perception

Perception Marketing has become big business and until recently I had applied little thought to the question of Perception versus Reality. People apparently now build entire careers around Perception Management, they are not involved in Product Development and Product Improvement, their mission in life involves changing us! Changing our Consumer Perception!

My regular readers are familiar with my commitment to Peter Drucker as the essential marketing guru. His definition of marketing is: – “to take something useful and turn it into something desirable”. I believed I understood this, yet recently I have encountered some surprising and strangely lasting, examples of perception marketing driven desirability.

A couple of weeks ago I was having a product discussion with my son, the CEO of a US based FINTEC company, and I offered the opinion that the product (under discussion) was crap! He answered promptly, “I know that, you know that, but the market perception is different and the market perception is reality”.

At first I was disturbed by this, isn’t it wrong to sell a substandard product, even if the customer is satisfied?  Well let’s think again before we decide.

New Scientist magazine recently published an article describing how researchers at Harvard tested a new painkilling drug as well as placebos on migraine sufferers. The placebos, despite their lack of real painkilling ingredients, were remarkably effective. “The placebo… accounted for more than 50% of the drug effect,” the scientists found.

To most of us this is hardly news; drug trials routinely incorporate control groups who are given placebos to assist in identifying results that are outside the standard placebo effect. Other drug trials have shown that tiny placebo pills can have stronger effects than large ones because they are perceived as especially potent. Placebo colour can make a difference, too.

I had to ask myself are placebos “my crap” or “market reality”?

The lesson for marketers is that our experiences are shaped by our expectations

Do we have other examples of “placebo marketing”?

Until recently we had a substantial investment in the wine industry. Wine is the ideal product to illustrate how marketing perception affects consumer experience.

Most of us and even those within the industry don’t have the honed palate of a master of wine, and how we enjoy wine is heavily influenced by what we think we know about the wine.

Perception marketing experiments showed that the same wine thought by a taster to cost $45.00 rated better than when it was thought to cost $5.00. Not only was this a win for the perception marketers, it actually lit up a wider area within the pleasure centre of the taster’s brains. In other words the perception became reality, it really did taste better to them.

It’s an example of consumers really believing “You Get What You Pay For” – yet again Marketing Perception has trumped reality.

This brings me back to Peter Drucker’s quote. Desirability may not be a product of quality but of expectation.

By, Neil Steggall

The Barking Mad Blog

SMS Advice with Bite

http://wp.me/p401Wv-eC

 

www.wardourcapital.com

Logo Small wcp 2014

Positive Pricing WCP 2014

The Power of Positive Pricing!

And how to use positive pricing to double your profits $$$

 

When discussing management theory some subjects are greeted with much more enthusiasm than others and recently I addressed a group of SME owners on “Improving Profits” a subject dear to all and a topic pretty well guaranteed to ensure rapt audience attention irrespective of the speakers skill.

Yes profit was in everyone’s mind and the subject was greeted with enthusiasm, yet as I probed, few participants really understood what profit is, how it is calculated and what profit really means.

After some general discussion I threw open three questions:-

  1. Do you know what your profit was last year?

  2. Do you know how to define or calculate your profit?

  3. Do you want to double your profit next year?

Let’s leave question 3 aside for now as I reckon you can guess the answer. Disappointingly however, few participants could provide a clear and accurate answer to questions 1 & 2, so we spent some time discussing the calculation and meaning of Gross Profit, Operating Profit, EBIT and finally Net Profit.

We covered off a little basic accounting and financial theory before agreeing that for everyday use EBIT (earnings before interest and tax) was perhaps the most relevant and practical “measure of profit” and that most companies operate within a rough ratio of EBIT of to revenue of between 5% and 20%. SME’s tend to perform a little better (in my experience) at between 10% and 20% and so we chose 15% as our optimum target.

Obviously question 3 brought about an enthusiastic if predictable response…….everyone wanted to double their profit! The reasons for wanting to increase profit were many and varied spanning those who were currently unprofitable and struggling to those who saw profit as the ultimate measure of success – more on that later!

So given the enthusiasm for the subject the doubling of profit was discussed as a group and the group ideas noted. Those ideas or suggestions for improving profits emerged in roughly the following order of importance:-

a)      Reduce costs

b)      Lift sales

c)       Spend more on marketing

d)      Use social media to drive sales

e)      Improve/increase product range/service

f)       Buy better/lower costs (stock, raw materials, etc)

g)      Improve efficiencies/productivity

h)      Expand/take on more staff

We work-shopped these 8 ideas until we collectively agreed that lifting profits this way wasn’t as easy as it looked and so I asked a very simple question.

“What would happen if you increased your selling prices by 15%”?

The consensus was nothing much. It may lose some customers but by focusing on service standards and a strong customer contact and communication program customer loss could be minimised if not overcome altogether.

Let’s return to our earlier accounting theory and take the example of an SME with revenues (sales) of $500,000 pa.

After wages, costs and overheads, that hypothetical business will generate an EBIT, as discussed, of approximately 15% of revenues –so let’s say $75,000 per annum.

If we applied an across the board price increase of 15% the hypothetical business would generate additional revenues of $75,000 which if costs are stable (as they should be) w ould flow directly to EBIT thus doubling your profit.

If your selling price was lifted by only 5% then your revenues would be $525,000 and EBIT $100,000 giving you an increased profit of 33.33% and so on.

Surveys demonstrate three consistent failings in SME profits:_

         i.            A reluctance to charge what the job or service is really worth – remember your EBIT or PROFIT is only 15% of revenues the rest goes to cover wages and costs

       ii.            A willingness to discount by 10% or 15% when asked. This “wipes out” your profit – why give it?

      iii.            A failure to pass on cost increases as they occur. This means your profit is slowly eroding by at least CPI and possibly more.

The money you retain or take out of your business each week to feed your family and pay the household bills with isn’t profit. That is your wage.

Given the risk, stress, long hours and commitment you dedicate to building your SME you need to see a profit over and above your wages!

Your profit can be fine-tuned by attending to some of the points raised in a) to h) above but addressing your price points will give you the fastest and most efficient profit improvement.

Earlier I mentioned that some SME owners see profit as the ultimate measure of success. Profit is perhaps better seen as the fuel that can be used to build your business through:-

  • Improved conditions and training for employees

  • Providing the highest possible and most up to date services to your customers.

  • Allowing access to quality advisor’s and advice

  • Employing and retaining the best people

These four points will lead to the achievement of sustainable profits and when you come to sell your business sustainable profits are very valuable indeed!

Neil Steggall

The Barking Mad Blog

SMS Advice with Bite

http://wp.me/p401Wv-dA

www.wardourcapital.com

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Presenting WCP 2014 Stick Drawing

Speak Clearly and Communicate

How well do you convey your messages? Is it a question you examine or do you concentrate on the content of your speech?

We spend plenty of time thinking about what we say in business, but not necessarily how we say it.

When it comes to professional settings the way we speak including tone, pitch, and volume is every bit as important as content and dramatically affects how our message is received and how people perceive us.

It’s hard to recognize our own verbal errors so if regular presentations and occasional public speaking are starting to occur in your career it could be worth practicing speech in front of a specialist or a mentor to ensure you are hitting the right notes.

Pitching your voice and presentation at the right level is quite easy and becomes natural with experience and as you become less nervous. The important word here is NATURAL. The natural vocal sound is pleasing to hear, easy to follow and quietly authoritative.

Most of us can become good and interesting speakers with just a little skill and practice. Here are a few pointers on how to improve your presentations.

Speaking too quickly

Understandably when you are new to public speaking you are going to be nervous and rapid speech is a very common effect of nerves. Rapid speech not only makes the speaker hard to follow, it distracts the listener and undermines the strength and authority of your message.

Susan Finch, a New York based voice and speech coach who works with business professionals, says hasty speakers often end up “mumbling, rushing, and swallowing” their words. To address this, she instructs clients to take a breath before they begin speaking and again before each major point. That simple action creates a natural break in speech and helps the person to slow down.

Being Australian; or “up talk”

Australians are known for “lifting” the final vowels of a sentence, the best way of understanding this is to watch British comedy and see how they poke fun at us. This issue in speech is known as up talk; ending a statement on an upward pitch so that it sounds like a question even when it’s not.

According to Sydney speech coach Sandra Harris, this issue is more common in women. Speakers struggling with up talk should record themselves and then make an effort to keep their pitch from rising at the end of a sentence.

The Monotone

Nothing turns an audience off like a dull and boring presenter and the worst speaking mistake is to use a dull, monotone voice. We want to hear in the voice a relaxed enthusiasm and a pleasant assertiveness, keep your audience interested by projecting your excitement and passion for your subject.

That doesn’t mean going over the top with high and low pitches, but rather allowing for some degree of variation in the tone and colour of your phrasing. And the easiest way to achieve that effect is to breathe and relax, try to place a smile into your voice.

Duh, um, fillers

These, um, filler words are ubiquitous in everyday speech. “Like,” “um,” “er” and others are used routinely in casual conversations and often go unnoticed. But they really stand out when used in professional settings.

John West, head of the speech division at New York Speech Coaching, refers to words like these as “vocalized pauses.” People typically toss these sounds into speech because they fear that allowing for a pause will lose their listeners. On the contrary, West says it’s the speakers who use excessive “ums” and “uhs” that tend to lose their audience the fastest, and that a well-placed pause can pique listeners’ attention.

Whispering quietly

Speaking at the correct volume and with strong voice projection is important. Sandra Kazan, a New York based vocal coach, says the ability to project depends on each individuals voice. For example, high-pitched voices naturally project better and further than lower pitched ones.

“A nasal voice will carry, will probably not have very much problem projecting, but it is a very annoying voice to listen to for any amount of time,” she explains. As with pace, experts say the best fix for volume is to breathe well. Projection problems tend to occur when people tighten up, constricting their vocal chords and preventing a smooth flow of air.

Trailing off

In general speech we have a tendency to get quieter at the end of a sentence, to “trail off”. A commonly recognised speech pattern is to trail off toward the end of phrases, clauses, and sentences. This means important words can easily get lost or messages can appear incomplete. You need to keep your voice supported, level and your message carrying all the way to the end of the point you are making.

At the end of the day be it in a meeting or a conference people want to hear your comments, words, ideas and knowledge. Give just that, hone your presentation but most importantly be you. Breathe deeply and regularly, pace yourself and impart your message. You will not only become an interesting speaker but you will enjoy the process.

Neil Steggall

The Barking Mad Blog

SME Advice with Bite!

http://wp.me/p401Wv-bH

www.wardourcapital.com

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True Success - WCP 2014

SUCCESS!!! Can everyone succeed?

Have you ever gone along to one of those meetings where only as you arrive do you realise the objective is to recruit you into Multi-Level Marketing? ……I have.

At first analysis the system is fool proof. Follow the program, build your team, sell some product and you are going to be rich and successful!

It demonstrates the simplicity of applied logic and the leveraging of numbers; and yet…….less than 1 in 1,000 recruits are successful.

Basically the MLM system fails to deliver because it is a numbers game dependent upon you being the possessor of a hide thicker than an elephants. It requires exacting teamwork from a large number of disparate people each with a differing view of “their” business and differing needs and wants.

The logic fails the humanity test.

Click on any social media site or online magazine today and you are overwhelmed by articles and ads offering SUCCESS in 1,2,3 or 5 simple steps. Do these programs work?

I may well lose friends and totally fail to influence people here but I think most of this is poppycock and hype. Sheer unadulterated psychobabble perpetrated by the need to fill space and the never ending need of people to hear their own voice or see their name in print. And yes don’t rush off to check…..I have in the past written the 5 Key Steps to…..etc. I am now maturing!

All right…..send your email now signed “Disgruntled and Disgusted” of ……..(enter suburb).

Let’s step back a little and consider the early management advice of one of my key influencers and a true management guru, Peter Drucker. He really thought deeply about business and business success. One can gauge the very depth of his thinking by his brevity of words and his no nonsense common sense, I offer a few simple Drucker quotes below:-

  1. “The purpose of business is to create and keep a customer.”

  2.  “Business has only two functions — marketing and innovation.”

  3. “What’s measured improves”

  4. “Management is doing things right; leadership is doing the right things.”

  5. “Until we can manage time, we can manage nothing else.”

  6.  “Success comes to those who know themselves – their strengths, their values, and how they best perform.”

It was hard to choose these six almost primitively simple Drucker quotes as they were chosen from around 300 Drucker quotes collected on my computer. Each quote deserves contemplation and through contemplation will provide an essential element of management.

Each quote hints at and leads the mind to see the larger plan behind and excitingly that unfolding image will be as powerful, as functional and yet different to each one of us.

In my mind his thinking reduces management to its core componentry, there are no new Emperors Clothes on promise here.

So what is SUCCESS? Let’s look first at what it is not. It is not big cars, big spending, private jets, corporate jaunts and attractive sexy partners; they are life style choices.

SUCCESS is achieving your own goals or your own objectives. If you set out to complete task (a) today, when finished you have succeeded. In Drucker’s mind the 6 quotes above would when understood and implemented represent 6 huge successes which, as a whole would represent a far greater, lasting, collective success.

SUCCESS is not the destination it is the culmination of the hundreds, possibly thousands of small successes you achieve along the journey. As with any great structure designed and built intelligently and with care the end result is always stronger and more resilient than its constituent parts. This is SUCCESS.

Can everyone succeed? No. Business requires certain personality traits and a good deal of skill, vision, courage, determination, stress and complexity. This is more than some people want or can handle.

Certainly through start up almost every business is a very hot kitchen to be in! To not have the desire or the personality to run a business is not a failure it is a simple fact.

Where does this leave us? In my opinion with four critical attributes (yes I know!) you can probably succeed in business:-

  • A sound product or service

  • Confidence in yourself and your vision

  • A written business plan including objectives, marketing and basic financials which you measure the business against

  • Absolute guts, determination and a preparedness for hard work

Perhaps business success really comes down to that final dot point!

By: Neil Steggall

The Barking Mad Blog

Business Advice with Bite!

http://wp.me/p401Wv-bC

www.wardourcapital.com

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Startups Wardour

5 Tips for a SUCCESSFUL Start-up

Starting a new business is an exciting and challenging task, one in which success brings a variety of rewards and yet failure can be a painful and damaging experience. Despite this there are 2.0 million SME’s in Australia and new start-ups opening every day.

This is the entrepreneurial drive at work, the human need to try new things and to stretch and grow. The SME is the economic life force and breeding ground of business. Of the many small start-ups some will go on to become multinational corporations, this isn’t everyone’s choice, or objective and statistically most start-ups will fail within the first three years of operation

Understandably starting a new business is full of challenges and I am often asked how I went about starting my first business and what tips I can offer. Starting a business for most entrepreneurs means a huge amount of sacrifice, hard work, risk and belief in your concept.

My first business came about via a combination of accident, hope and “nearness” to opportunity but if I was to start again I would take these points into consideration:-

1.       Think carefully about the business you choose:

Last week at a conference I was asked the question “what business would you choose if you were starting again?” A very good question and yet one I felt confident in answering. I would choose:-

  1. A high volume established industry with proven customer demand
  2. An industry with a relatively low cost of entry
  3. A location very close to an established business in the same industry
  4. I would price my product at the market price or slightly higher
  5. And this is the WINNER I would out-service and outperform the competition in terms of customer satisfaction.

2.       Market your business well – Marketing is your cash engine

If you have taken my advice and set up your business virtually next door to an existing similar business you already have potential customers passing your door so how do you convert them. You need a plan of attack:-

I.             Check out your competition and look at weak points in their product offering, customer service, display, staff training, customer handling etc. Then do the reverse and observe their strengths.

II.            Build your strategy around out servicing your competition; choose customer service and customer satisfaction as your point of difference. A company we have worked with “Chilligin” is a successful on-line and pop-up retailer of fashion accessories, scarves, handbags etc. Chilligin’s founder and director Nikki Gilhome decided from day one to offer Chilligin customers great products, at affordable prices and to package every item whether ordered on line or in store beautifully. “I wanted the customer to have a lovely surprise when they open their home delivery, or for in store customers something to look forward to when they return home” says Nikki. Small details such as carefully designing wrapping paper, stickers and ribbons, tags etc turn the ordinary into an occasion.  Effectively the customer gets a double hit of pleasure first the purchase decision and later a beautiful package to unwrap.

III.           Train your sales staff to meet and greet customers with genuine warmth, use quiet times to rehearse the perfect approach.

IV.          Wherever possible over deliver on customer expectations, the more a customer enjoys doing business with you the more they will return

3.       Employ the best staff: 

When starting a business we need to be careful of costs but a really good staff member is a key asset and a valuable part of your strategy. Don’t cut costs here.

Chose staff who share your vision, who want to grow, who will absorb your training and guidance. Respect and reward them. Encouragement and respect are amazing rewards, how do your competitors reward staff? There are many ways to reward beyond the pure financial and most people I know would rather work for a little less in a great environment than for more in an uncomfortable environment.

4.       Review Progress and Question – Can we do better?

If your business strategy is to outperform your competition by offering better service and customer satisfaction you must work hard at it to keep at the top of your game. Constantly check your competition, both locally and via the internet, overseas. Read everything you can find for new ideas, engage with your customers, listen and learn. Constantly review every single aspect of your business questioning how you can improve the customer proposal, to satisfy and engage more closely.

Your stock and services must always be current and adjusted as closely as possible to your customer needs. Use stock analysis tools so that you know which items are moving and which are slow. Respond very quickly to avoid wastage, move quickly to special out and move any slow stock. Slow stock is dead money and loosing you sales. Buy more of the fast moving items and consider expanding that part of your range with more options.

Change your web presence or store displays daily to build and maintain customer interest. Collect email addresses via direct questions as you input receipt data, small competitions, draws etc. Communicate directly with your customers, be innovative, informative and “the place to go”.

5.       Think carefully about finance & assistance:

Most businesses will involve you assuming responsibility for some level of debt, make sure you understand the obligations here and your responsibilities. Debt isn’t just a loan, it includes your supplier credit, your rental or lease obligations etc.

It’s important to know which type of financing is right for your business and always try to hold three to six months cash in reserve. Are you willing to give away equity in exchange for cash? Are you looking just for an investor or also for a mentor? Is your business plan solid enough to secure a bank loan?

All important questions to consider and remember with an investor you often gain an experienced mentor as well. If I was starting out again today I would look for an experienced investor who could guide and mentor me over any other form of external funding.

 

 

We are fortunate to live in an age when so much information, knowledge and experience is available for those who want to search for it. Eric Schmidt, executive chairman of Google, said: “There’s a new way to do marketing, and it’s to do it with numbers. People do marketing to bring in revenue, to have an impact, and with these new systems you can measure this. The technology the internet brings means you should be able to measure almost everything.”

If you are thinking of a start-up read and absorb, plan and then follow through and your chances of success are high.

Neil Steggall

The Barking Mad Blog

SME Advice with Bite!

http://wp.me/p401Wv-au

 

Business-development

5 Tips for Business SUCCESS!

 

1.       Business Development Is Not Increasing Sales

Managing the development of your business has a lot in common with conducting an orchestra. It’s a case of encouraging and leading the various differing components of your business forward, in harmony, to the same point at the same time to produce an extraordinary effect. You need to develop your unique product or service to meet the highest level of customer expectations and you must do so at a price representing fair value and at a cost which generates a fair profit.

2.       Understanding profit does not equal cash

Profitable businesses fail every day. Many small business owners chase growth and revenues forgetting the basic facts of cash management. Profit equals Revenue – Costs but until you have received payment you are in a cash negative position. Ideally you would ensure that you have sufficient cash reserves to meet three to six months of costs. In the early days of a business keep fixed expenses as low as possible, use a virtual office and work from home if possible, keep full time staff to a minimum, pay cash or do without non-essential plant and equipment. This helps if you have a quiet month or even two.

3.       Intuition Versus Fact

Don’t build a business around a product or service you like or you would buy. Undertake sound quantitative research to determine what your prospective customers want and buy then see if you can develop an even better product or service at a price they are prepared to pay. Don’t be tempted to compete on price alone. If company A has been making its product for many years and you realise you could source and sell that product at a good profit for less that’s a good value proposition to you not your customer. The market is less willing to change supply on price alone but if you can offer a better value/service proposition where they get a better product and improved customer service you will have a much greater chance of success.

4.       Business & Financial Planning

There is an old saying “if you don’t know what you want you will probably never get it” and that’s certainly the case in business. A well thought through and documented business plan outlining your core objectives, market analysis, product development, marketing strategies and detailed financial budgets is essential. This is an area where you should consider the use of a mentor or an external consultant to help you get it right. Your financial plan should include linked budgets for P&L, Cash Flow and Balance Sheets. A beautifully bound business plan kept on a shelf is a waste of space it has to be a living breathing document understood and read regularly, reported against monthly and the strategies varied as needed to meet your actual versus budgeted position.

5.       Respect all Stakeholders

 A successful entrepreneur understands that the stakeholders in a business are not just the shareholders. The stakeholders include employees, suppliers, customers, shareholders and advisors and they are vital to the success of failure of your business. Spend time with each stakeholder, respect them, listen to their ideas, take their ideas, discuss your plans and your position with them. Take them on your journey as partners. Keep them honestly and openly informed and they will join your team and give you their full support. Again many businesses fail because they don’t earn the respect and support of their stakeholders. Building a successful company is hardit requires a lot of commitment and courage as well as a little luck and of course having a great product and team. Watching your idea become a product and a product generate revenue that becomes a successful company makes it all worthwhile. Working with your stakeholders and mentors, following and constantly updating your plans and finances will go a long way to ensuring success.

Neil Steggall

The Barking Mad Blog

SME Advice with Bite!

http://wp.me/p401Wv-ao

images[3] (2)

 Communication Drives SUCCESS!

Communication is the #1 single skill needed at every level of business from a one man SME to multi-national corporations. To gain the most out of our lives we need great communication skills and yet I find a great deal of confusion as to what constitutes good communication.

I have written in the past about the importance of SMILES; perhaps the earliest and most basic form of human communication. Communication can be simple good manners. On a recent weekend enjoying the spring sun over an outdoor breakfast my wife and I smiled and nodded at the couple on an adjacent table to us. A simple communication opener which was just as simply reciprocated. The real communication occurred later when my wife asked questions of our new table neighbours …”and what do you do?”

Suddenly not only did their fascinating lives come alive but so did an exciting potential joint project between them and my wife.

Now remember we were just relaxing, careful not to intrude, enjoying Sunday breakfast but we understand communication is human and we are open to communicating. People sense this.

Communication is not what we say; it is who we are and what we do, that creates the impression, or as was said in the Australian movie, The Castle…..”It’s the Vibe”.

A US expert and communication authority Dr John Lund uses an interesting quote; “Don`t communicate to be understood; rather, communicate so as not to be misunderstood.” What a great way to put things in perspective regarding our efforts on how to improve our communication.

Dr Lund has explored the way in which we interpret communication from others.  He also reveals some very interesting statistics on communication.

When someone is speaking with us, we interpret their message based predominantly on the following three factors:

•55% is based on their facial expressions and their body language.

•37% is based on the tone of their voice.

•8% is based on the words they say.

Dr Lund states that his findings are the average taken across both males and females collectively, but that if you looked at women alone they would even give greater weight to the facial expression and body language and even less on the words.

This tells us that it is critical that we become very self-aware of how our body language is speaking to others as well as the tone we use.

Read my article on smiles! That smile comes through in your tone of voice over the phone. It works wonders on how well you come off on a phone call, trust me!

Smile: Shortlink:  http://wp.me/p401Wv-4x

Early in my career I worked for a hugely intelligent man who used to very gently ask me questions after a meeting. He would listen patiently to my answers and say “Neil listen to what they mean and what they need, not what they say”. At first this confounded me until I slowly realised that it may on occasion be difficult, embarrassing or even offending to state what you mean or need.

Once I learned to look beneath the surface, communication and business became easier, more productive and far more enjoyable.

The next major change in my thinking was when I realised that 10 different people see the same thing in 10 slightly different ways. And importantly women see things as differently again from a man which is why mixed sex teams work so well in obtaining balance.

To get your thinking moving look at the graphic below and tell me how many squares you can see?

af07704a-5559-11e3-ba35-12313b0d285f-large[1]

I will leave the answer for the end of the article but in warning I will let you know that in a recent study 96% of Telstra management got this wrong!

Getting back on theme, in the study men occasionally and women mostly want to know three things before they are willing to enter into a business conversation with you:

1.  Is what you want to talk about going to be painful?

2.  How long is it going to take?

3.  When you are done talking, what do you want from me?

If they don’t know these three things up front, they will make excuses to avoid your call or to avoid talking to you on the phone.  The same applies if you come into contact with them in person.

It’s fair to assume that your manager or client in a work setting will always want to know those three things in advance of agreeing to a conversation as well.

It comes down to an ingrained human need to want a strategic exit from difficulty.

These are acquired skills which roll easily off the tongue of experience; however this terrified me early in my career. If in doubt as to what to say or do remember that a show of genuine respect will always help in establishing a rapport, if you are terrified say so, the person you are communicating with will respond positively.

How to successfully conduct a conversation in business:

Success in business is greatly impacted for better or worse by the way in which we communicate. Happiness in our personal lives is also greatly dependent on this very same skill. If you don’t believe me just look at any married couple and work it out!  Becoming a good communicator takes practice and consistent attention and effort on our part, and it is a skill that we cannot afford to overlook.

Remember “don`t communicate to be understood; rather, communicate so as not to be misunderstood.” And always, always allow room for respect.

Now as to the “squares” there are 9 individual small squares; 5 2×2 squares; 1 4×4 square and one 3×3 square. A total of 16.

I hope you worked it out. Whatever your answer think on what it means about how we see and communicate ideas.

By; Neil Steggall

The Barking Mad Blog

SME Advice with Bite!

http://wp.me/p401Wv-ag

www.wardourcapital.com

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Education

6 Key Causes of Procrastination.

Procrastinate, Procrastinate, Procrastinate! Spoken aloud and with the correct intonation this little mantra sounds remarkably similar to the Daleks famous Exterminate, Exterminate and believe me Procrastination can lead to SME Extermination!

Procrastination is a problem for the sufferer, it’s a problem for the SME and it’s a deal breaker for cohesive team work and yet it is a common problem in businesses of all sizes.

Some weeks ago I was surprised when reading an article in Psychology Today, to find it claimed that around 20 percent of people chronically avoid putting their heads down and getting on with the job. In fact they actively look for distractions!

That seemed a little excessive until I looked at my own behaviour and that of our team. I realised that we all occasionally put off certain actions despite our valuing efficiency, team work and “multitasking” as much as we do.  The big question is, why?

We all procrastinate from time to time. Sometimes it’s those mundane things – like reconfiguring our computer files, reconciling bank accounts, or fixing up a dated web site. But often we procrastinate on bigger things that require more time, more commitment, and put us at more risk of failing, looking foolish or feeling emotionally bruised.  Things like updating our business plan, confronting a complex new task that threatens us, or not pursuing a long held ambition.

It appears procrastinators are not born as procrastinators; rather we are trained to some extent from birth.  That’s the general consensus of psychological research into the art of procrastinating.  One increasingly popular theory is that procrastination has its roots in childhood, where it functioned as a means of early of rebellion against authority figures or as apathy in the presence of a strong parental pressure to perform.

Doctor Joseph Ferrari, associate professor of psychology at De Paul University in Chicago, suggests that there are three types of procrastinators in the world:

  1. The arousal types, who get a thrill from rushing through projects at the last minute, whether they come out on top or not.

  2. The avoiders, who don’t want to get to the end of any given project because the fear of change keeps them paralysed.

  3. The decisional procrastinators, who simply cannot make any decisive choices because they can’t bear the results of their actions.

I found it interesting that these three types of procrastinators apparently use multiple “tools” to help them procrastinate whilst still appearing to function.  Understanding which type of procrastinator an employee is and recognizing which of the following methods they use to procrastinate will help you to work with them and hopefully overcome the problem.

As with most management issues, understanding the cause is 90% of the solution and there is much we can do to help the procrastinator overcome their problem.

Let’s look at the common causes:

Perfectionism

We don’t always have to do things exceptionally well, often “good enough” is quite enough.  The ingrained desire to get everything 100% correct every time can lead to a paralysing fear of failure and multiple revisions that just waste time. A phrase which springs to mind is “analysis paralysis”.

As John Henry Newman, Anglican Deacon and author, once said, “A man would do nothing if he waited until he could do it so well that no one could find fault.”

Fear of Failure

Fear of failure is a major factor for some.  Failure can be seen as having far-reaching implications. For some it’s how they perceive themselves and how they think they are perceived by others.

On the other hand, if this same person breaks all records, they fear all future projects will be held to a much higher standard.  Some people are willing to do anything, including nothing, in order to avoid being taken out of their comfort zone.

Being Overwhelmed

If a project is complex, the individual steps may seem endless!  Instead of seeing individual steps and taking them, the procrastinator thinks they can see all the steps that lead to completion but has no idea which one to take.

If someone is overwhelmed by targets (either the ones they’ve set for themself or the ones they’ve been given by others), they may find themself feeling unable to disassemble tasks into constituent components.  As a result they simply don’t know where to start.

This feeling of helplessness usually feeds upon itself until it eats away at their resolve, making workplace distractions a welcome escape.  This leads to a loss of focus and thus motivation.

 One method of overcoming this form of procrastination is to create an action list that’s prioritised and reduces a complex project into smaller, more achievable steps.

Prioritisation

What do you if someone simply can’t prioritise?  Chances are they will spend hours working on non-essential tasks and fooling themselves into thinking that everything is okay.

Unlike those who get overwhelmed, those who can’t prioritise correctly don’t see anything wrong.  These are the people that spend an hour deciding which font to use on the quarterly report but don’t leave time to get the actual writing done.

One symptom of this type of procrastination is filling hours with “activity” rather than “action”. Often the excuse of being “flat out” is used, when really, this is just another form of procrastination.

As with the overwhelmed procrastinator the method of overcoming this form of procrastination is to create an action list that’s prioritised and reduces a complex project into smaller, more achievable steps.

Lying to Cover

Procrastinators are constantly lying to themselves.  They lie to justify their failures (“Oh the System was down”).  They lie to justify their successes (“Oh Fred did most of the work”).  They lie to justify their justifications (“I’m sorry about the inventory debacle; it’s the warehouse, they screwed up again”).

Some procrastinators just don’t know how to not lie.  Learning responsibility is the key to beating back the lies and overcoming procrastination.  Help them take ownership and live up to their actions.

Lack of Motivation

Goals have to be worthwhile and achievable or managers and staff are probably going to give up on them.  If the task isn’t interesting enough, intellectually satisfying enough or it’s simply dull, a procrastinator’s passion for the task is going to evaporate and they’ll find themselves looking for ways to occupy their minds.  Suddenly the sun pouring in through the window becomes an irresistible magnet and they find themselves offering to head out and buy coffees for the team.

If you find this happening a lot, restructure the tasks so that they excite or add a personal reward to the end of every project.  For example show real appreciation and praise if you get the monthly finance report on your desk by mid-day.

In a properly functioning and caring work environment management and or team members would ideally recognise the indications of procrastination and work together to break the cycle.

If as suggested procrastination is learned, then with help it can be unlearned.  By looking out for and identifying procrastination as it’s happening, you can discreetly help by restructuring work habits, adding motivation and removing distractions.

I am convinced that a simple solution lies in planning and time management. Personally I always work from a rolling weekly task list and each day I write down the 3 things that I absolutely must do that day. This keeps me on the straight and narrow when my mind starts to wander.

Procrastination costs SME’s a good deal in lost productivity and we should work to fix it but don’t expect overnight success.  Lifelong habits are difficult to overcome and take time but the first step is always a hard yet positive move.

As Dr Ferrari says in his book “Still Procrastinating:  The No Regrets Guide to Getting Things Done”, “Eliminating procrastination from our lives is like trying to stop a moving train; it’s not easy.”

Now avoid moving trains and….do it quickly, don’t procrastinate!

By: Neil Steggall

The Barking Mad Blog

SME Advice with Bite!

http://wp.me/p401Wv-a8

www.wardourcapital.com

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Winning

How to make a Winning pitch for your Business

We are often asked to assist our SME clients in preparing a “pitch” for major new business or for a new equity investment and it’s an area where our approach surprises the client as we strongly believe that the key to a winning pitch is “less is more” but the content and presentation must be perfect!

If you’re pitching your SME, whether for major new clients or investment, it’s crucial to present in the best possible way.

If you are regular followers of our SME articles you know that we liken the SME operator or CEO to the conductor of an orchestra as he brings his team together at the exact moment to create great harmony and success.

Open with impact – a pitch is like a performance and first impressions are crucial.

Pitching to major potential clients or investors is critical to any growing SME. Yet it is a changing environment the more sophisticated buyer or investor is returning to the time tested value of looking at and listening to the individual and placing less emphasis on or even discounting lengthy PowerPoint presentations and the use of props.

Respect your potential buyer or investor and show that respect from within. If you believe in your pitch and truly respect the potential buyer or investor it will shine through. Smile and be human small points matter.

The Objective: Without a pre developed written objective you won’t know your true criteria for success, so don’t pitch without one. Try and establish before the pitch exactly what the client really wants both in terms of specification and service and as importantly what the client needs. This may be different to what they want. If pitching for investment always use a third party to identify the investor’s guidelines and “hot spots” before you meet. Finally include in your written objective exactly what you want to achieve in the meeting, ask yourself would I buy this? Ask your mentors what they think, rehearse your pitch, the first time you do it you may feel embarrassed but it pays off so stick with it.

Your team: Take the team that is most appropriate. The CEO doesn’t have to be involved, though they can confer valuable status if you’re pitching to a larger organisation. But do make sure your team includes the person who will be doing the work if you win the bid. If pitching for investment have the SME’s “engine drivers” present, investors are usually going to back the people ahead of the figures. Allow time for each team member to shine. An investor will look closely at your team dynamics and how well you relate. That said don’t take a football team if you are pitching to an individual.

Their team: It’s reasonable to ask who is on the panel and evaluating the bids, though you probably won’t be told. If you do find out, do your research and match your team by having people who complement their skills. If their finance director will be present, make sure your team includes someone who can answer financial questions. If the investor brings along his lawyer or accountant be aware they will ask questions if only to justify their fee, so be prepared.

First impressions:  Be yourself and relax, this is your pitch and you are proud of it. Allow five minutes of small talk – it’s all part of getting to know one another. Then open with impact. Really plan and rehearse this opening.  A presentation is like a performance, so be sure to entertain as you inform. Be anything but boring. Do something at the front end that gets everyone’s attention.

If you’re pitching a game-changer for your SME, say so; or find a great quote or an arresting image. If pitching for investment it’s probably because you have already invested every cent you can. Say so, demonstrate your passion and commitment, tell the investor why you are going to make this business work. Again seek out a winning quote or image to imprint in their mind. Mentally invite and bring them on board as stakeholders from that very first meeting, show you like them.

There’s a lot you can do beyond PowerPoint, samples brochures etc – but if you must use them, use just one word on each slide. Hand out the presentation at the end, or everyone will just leaf through it and jump directly to the price. If pitching for investment show only headline figures and be prepared to leave the detailed figures with the investor at the conclusion of the meeting. Don’t just leave printed figures leave a USB with the work sheets open so that an investor can “work” the figures, show trust.

Finally don’t ask the investor to sign a CA, if a regular investor they probably see several opportunities a week, if they wanted to replicate your business they would already be out building it. By definition they are not interested in running a business any more – their USP is now their capital.

Observe: Have an ‘observer’ on your team who watches and notes how people respond and takes detailed notes. If meeting an investor at night say up front “I know you must be tired we will only take 30 minutes of your time”. Let the investor relax.

The Q&A: When do you take questions? Do you let people interrupt as you go or ask evaluators to hold questions till the end? Allowing interruptions can completely hijack a presentation. I like to ask that they save the questions, as they may well be addressed during the presentation. But if it’s really burning, deal with it quickly and don’t get side-tracked.

How did we do? You don’t want to walk out without feedback on how you’ve done. So ask: “Has this addressed your needs? Did we drop any clangers? Is there any further information you need?” If the feedback is that you didn’t answer something sufficiently, you can always follow up with supplementary information.

The goodbye: The most revealing moment of all. When all the formalities are done and the performance is over – that’s often the most telling moment. You’re walking out to the lift, shoulders are relaxed, guards are down, and you’ll get nuggets of feedback via body language, a smile, a comment such as “‘you did really well” (a big thumbs up) or “you might want to go back and sharpen your pencil” (lower your price).

Listen and observe that chemistry. At that moment, you will know whether or not you’re in with a chance.

By: Neil Steggall

The Barking Mad Blog

Business Advice with Bite!

http://wp.me/p401Wv-9Y

www.wardourcapital.com

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Marketing Redefined WCP 2013

Marketing Redefined

Think, Change, Grow, Prosper!

 

In the dark distant past when coffee came without froth and computers were kept in sealed rooms and operated by bespectacled men (sorry ladies its true) in white coats, I spent a few years climbing the corporate ladder which included a stop off in the Marketing Department of a major multi-national.

We saw marketing in aggressively military terms of war, battles, and campaigns, all fine-tuned through tactics, strategy and whiskey.

Statistics and information was gathered from the market and analysed, products were designed, costed, tested, refined, manufactured, advertised and sold, hopefully, at a profit.

Much thought and combative discussion was applied at each stage, key objectives were established, strategic marketing plans, short term tactics, placement attacks and budgets were drawn up and approved before being committed to endless reams of paper. Weekly meetings were held to gauge progress and we wrote up even more notes in pencil before dictating them to our “girl”, sorry PA, to be typed up.

Much time and efficiency was lost in the process and very few really great ideas came out of it.

When I attend marketing meetings today the mood is less combative and the whiskey has unfortunately disappeared  yet I fear just as much time and efficiency is being lost in the discussion of SEO’s, word place rankings, the placement of hash tags and how well the product will look on mobile devices. I leave the room bored and just a little concerned that no one is actually marketing the product.

Perhaps it’s time to redefine MARKETING.

“Marketing is too important to be left to the marketing department.”

– David Packard, co-founder, Hewlett-Packard

When you own the show you can make such bold statements! However, if we ask any ten business leaders today to define marketing we will probably get ten different answers. Marketing its function and its purpose appear to have entered a management grey zone.

I was fortunate some years ago to meet the father of modern management, Peter Drucker, on a number of occasions and his view was: “Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing is the distinguishing, unique function of the business.”

So, what is marketing and are we moving closer to a definition? The Silicon Valley venture capitalist and former Intel executive Bill Davidow said, harking back to warfare, “Marketing must invent complete products and drive them to commanding positions in defensible market segments.” The man should know. He wrote the seminal book on high-tech marketing.

Interestingly Davidow didn’t learn marketing at university as he studied electrical engineering. Steve Jobs, another brilliant marketer, dropped out of school. These guys and others like them demonstrate that great marketing skills can be developed.

So how do great marketers learn about marketing? I am convinced that great marketing skills are best learnt on the job. Doing the hard yards.

SME’s and Startup companies are great places to learn and develop marketing skills because they’re all about developing innovative products and getting customer traction – and not much else. Further they’re always strapped for cash and needing people to wear multiple hats.

Interestingly as an engineer by training I also learnt marketing on the job.

Its been a long and complex journey but here are THE SIX KEY LESSONS  I learnt along the way:

Marketing is Hard.

It has been said that “Marketing is like sex: Everyone thinks they’re good at it”. Well I’m not getting into that one but on observation there are more posers in marketing than most other fields, probably because the demand is so strong and the supply of real talent is so weak, and it’s easy to fake. When discussing a Telco acquisition with an American banker some years ago he started to tell me how the marketing model needed to change. When challenged he answered “Bankers like to think that they are marketing geniuses. We really do.” He said, this is because “we can fake it far more convincingly than in other areas …” It’s worrying but it’s out there, be warned.

Understand People.

It’s about determining what customers want, often before they know it themselves – look at Sushi-Sushi and how they got everyone eating raw fish. If you’ve got a knack for that sort of thing, trust it. Be your own focus group of one. And while it’s tempting to think of markets as amorphous virtual entities, remember that, even in the B2B world, every product is purchased by a human being in the real world.

Marketers don’t reinvent the wheel.

Some people are great inventors. They come up with wild concepts that nobody’s ever thought of. But great marketers tend to be innovators who turn inventions into things people can use. Marketing thrives on reusing ideas in new ways. Most modern Japanese industry was based on this premise. Steve Jobs didn’t invent he moulded inventions into products people wanted to use.

Marketing is too important to leave to the marketing department.

It really is! Marketing is the hub of the business wheel. It’s where product development, manufacturing, finance, communications, and sales all meet. Marketing’s stakeholders are every critical function in the company. Every member of the leadership team is an adjunct of the marketing department. SME or Giant Corporation it’s all the same.

Marketing Really Counts.

Contrary to today’s popular feel-good wisdom, in business, winning is everything. Every transaction has one buyer and one seller. If you do it right, buyer and seller both win. All the other would-be sellers lose. The real world is brutally competitive. Be different to win.

Great Marketing Ideas are Rare.

By executing the right communication strategy, great marketers can create a groundswell of customer excitement and viral demand for a company or product that nobody’s ever heard of. And it can be done on a shoestring budget. Steve Jobs was a master at maintaining secrecy and controlling exactly how and when anybody learned anything about Apple’s products. MacDonald’s are turning bad press about fast food into selling points through its new menus and PR.

The truth is that great marketers are few and far between. Which begs the question, who exactly are you trusting the most important aspect of your business to? Something for you to think about as you take your SME global.

Finally my definition of marketing is to “take something useful and turn it into something desirable”

 Neil Steggall

The Barking Mad Blog

SME Advice with Bite!

http://www.neilsteggall.org

Shortlink: http://wp.me/p401Wv-9O