To grow your business, the foundational task is to create value. Creating value is the essence of business. Whether you’re selling consumer products, goods and services from business to business, raising funds for a charity, or recruiting students to attend your college, job one is to create and understand your authentic value. Value is what compels consumers or companies to invest time, capital or reputation because they are going to get something they want--something in which they find person...Read More »
You may be among the thousands of people who work hard to plan and execute a clear sales process. You prospect, qualify, approach, present, respond, close and follow up. You know the process and you do the process. How’s it going? If you’re not sure, you’re in good company. Here at Valcort we have asked hundreds of corporate leaders and sales professionals about their attention to 35 disciplines—keys to business growth. The last of the 35 is one that so many of our clients find to be difficult. ...Read More »
Occasionally, a customer will take the initiative to refer your company to a contact because of the good work you’ve done for them. That’s fabulous. They may need a nudge, though, and it’s important to ask your customers to openly acknowledge how important your company is to them. #34 of Valcort’s 35 Keys to Business Growth reads: “Intentionally solicit customer endorsements and referrals.” Remember that your very best sales person is a current happy customer. No one else can come close. If...Read More »
Marketing success depends, at least partially, on creativity. Creativity helps you stand out in a world bombarded with advertising, it helps differentiate you from your competitors, and it makes you more memorable in your customers' minds. The solution is easy: come up with more creative ideas! That, of course is the hard part. It isn’t easy. At Valcort, we believe that creative blocks are barriers we must all overcome to achieve success in marketing. (#33 of Valcort’s 35 Keys for Business Grow...Read More »
Here are five of Valcort’s 35 Keys to Business Growth that address the challenge of reaching out to your publics. Take a look. Making the Best of Customer Touchpoints # 5 Have a fully coordinated, customer sales approach, drawing a customer into an engaging relationship at every point of contact. Executing Mind Shaping Media Campaigns #12 Deliver advertising, public relations and other communication in the right media, at the right time, and in the right way to effectively engage customers in ...Read More »
Communicating is simple. Right? Well, expressing yourself may be easy, but effective communication can be mind-numbingly difficult in settings from friendships to marriages, politics and religion, and business. It’s strange that although we all have been communicating since our infancy we still face communication problems all our lives. We often find ourselves stumbling or being misled during the delivery or reception of information. This happens in our daily personal lives and in our organiza...Read More »
A—Assets and Associations
L—Lens on market, customers, and competition
Here are links to all five articles on the Creative discipline:
#4 Have a clear understanding of how each of your products and services relate to the other and to the company as a whole.”
#11 Have a true, simple and clearly worded statement to describe your unique and proven value to customers.
#18 Create clear and specific messages targeted to each stakeholder (vendor, help employee, shareholder, representative, customer, end user) to help them talk about our company and promote our products and services.
#25 Creative advertising, public relations and promotions speak to the customer in a language they understand. It is engaging, consistent, and clearly communicates the unique value you offer.”
#32 The communication an individual receives from your company is coordinated, specific to customer-type, and relevant to their responsibility and decision-making ability.
When we look at vendor transactions, the language isn’t particularly warm, and it usually doesn’t describe a relationship in which everyone is valued and comes away whole and satisfied. “Companies use vendors to provide services” “Service providers fill customer orders “ Valcort’s #30 Key to Business Growth calls for a much different kind of relationship: Work to build strong, long-term partnerships with your vendors to help them reduce their costs, to grow and prosper to serve you even better...Read More »
In these columns over the last few years we have been discussing, one by one, the 35 Keys to Business Growth. There are five of these keys, or practices, in each of the 7 VALCORT disciplines. We are now down to the last 7; one in each of the VALCORT disciplines.
Here are all five of the articles on leveraging assets for growth
#2: Know what customers, distributors, shareholders, vendors and employees believe about your company.
#9: Develop only products and services that are high priorities for current and future customers.
#16: Have a process to identify each employee’s interests, skills and strengths and then use them effectively to accomplish your company mission.
#23: Regularly evaluate your products and services, as well as your company’s strengths and weaknesses, to identify new, faster and better ways to meet the needs of your customers
#30: Work to build strong, long-term partnerships with our vendors to help them reduce their costs, to grow and prosper to serve us even better.
Casting about on the open seas or escaping a hostile force through an unmarked wilderness, your circumstances can change dramatically by the minute. To head confidently in the right direction, you can focus on the North Star for your bearings and to make the decisions that will bring you to safety. It’s similar when you are guiding your business in ever- changing, even perilous, times. Everything may be shifting, and to survive and thrive you may need to change directions or products or person...Read More »