#18 Create clear and specific messages targeted to each stakeholder (vendor,helpemployee, shareholder, representative, customer, end user) to help them talk about our company and promote our products and services.
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...
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
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...
If you are new to The Valcort Group, you may not know that our consulting strategy is easy to find—it’s our name. Valcort is an acronym for the 7 disciplines that drive, guide, and measure business growth.
V -- Values are the foundation, for the values we hold drive the choices we make
V– Vision is the power of shared values, shared hope for the future, and shared commitment to get there.
A – Assets and associations are the tools to create interest and difference, deliver unique value and leverage for growth
L – Lens of market. A focused lens requires understand of (1) customer values and frustration, (2) competitors and their strategies, and (3) champions and advocates.
C – Vital creative is a compelling, engaging, clear message. It must be true, unique, and it must relieve a frustration.
O – Outreach is the way you push your message and unique value into the market. It includes direct sales and indirect marketing
R – Relationship engagement at every point of contact. Based on share values and shared vision, relationship is a personal connection that fosters interdependence, and creates commitment for mutual benefit.
T – Tracking trending. Measuring delivery on the promises made, tracking and trending is the catalyst for change, innovation, and demonstrating trust.
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 driving values and vision throughout your organization.
There are many ways to grow a business. And with history as a guide, we’d say there are many more ways to fail. We have ideas on both how to succeed and how to avoid the pitfalls. We start with 35, and you can find links the first 28 below, with the final seven to be featured this year.
We call them the Valcort 35 Keys to Business Growth. They represent our comprehensive view of the most important disciplines that companies and organizations will master if they are to consistently succeed.
To help you review the discussions to date, we’ve provided below the links to the articles on the first 28 disciplines.
Paying attention is important. In many ways. Identity security, for instance.
Identify theft affects a staggering 7 percent of the population annually, according to the U.S. Bureau of Justice Statistics, and totals more than $25 billion annually in financial losses to the U.S. economy. Due to its emotional impact and resulting behavior changes, identity fraud can have an influence upon the overall health and economy. Many victims report a general loss of trust, and a lack of confidence in a “sy...
Successful customer impressions begin at the front door of your business. That front door these days is often an email in-box, a Website inquiry, a cell phone call or text, a Tweet, post or comment. Or it might be someone actually at your front door!
Don’t miss the opportunity to make that first impression. #27 of Valcort’s 35 Keys to Business Growth reads: Assure that every inquiry that comes into your company receives an appreciative, supportive response and a quick solution that builds tru...
Would you recommend that a friend seek employment at your company?
This is one of the questions we include in our organizational survey of employee satisfaction and values, conducted as part of our VALCORT strategic study. It’s an important question that can provide a revealing look at an organization’s health. In terms of corporate advocacy, it's the low bar. If your employees wouldn't enthusiastically recommend your company to friends, it's a big, waving red flag.
For your team, those who kno...
An important part of great marketing is speaking the right language!
America tongue language open mouth. Studio shot.
If you know who you are trying to reach with your sales and marketing messages, the next step is to figure out what language they speak. No, not if they speak English, Spanish, Chinese, Russian or French. That’s important, of course, but for the purposes of this discussion, we’ll assume you have that figured out.
This principle is #25 of Valcort’s 35 Keys to Business Growth: “C...