Randy Clark's Blog, page 35

How to Create an eBook in 5 Easy Steps

How to create an eBook may be easier than you think. If you’ve published a series of blogs on one topic, you already have an eBook just waiting to be published.

Here’s an example, The Fleet Managers Guide to Fleet Graphics. I compiled this eBook from 19 blog posts published the previous two years. Here’s how to create an eBook.

How to Create an eBook in 5 Easy Steps  Choose a Topic

If you want to reach an audience, you must give them something they’re looking for. Solve a problem, answer a question, or share fun facts. However, content doesn’t have to be limited to your product or service. Why do banks sponsor golf outings and not only banking seminars? They do so to meet and engage a target audience that’s not reached by banking seminars.

For example, if a small bank wanted to reach millennials, they’d find that 77% of millennials are on Facebook, Social Media Today — New Research Shows Facebook Still Holds Sway With Millennials and Gen Z   the information that millennials search for on Facebook includes:

News 75%Food 62%Travel 59%

If we add to that the knowledge that millennials want to partner with organizations that show corporate responsibility and serve the community, then we have four topics where content could be created to reach younger people: News, Food, Travel, and Community service.

Let’s say the bank chose travel as a topic to share with younger prospects and patrons. When the bank has reached anywhere from one-half dozen to twenty published posts, there’s an eBook waiting to be shared on Facebook to reach millennials.

Be Picky

Not every post on any given topic will fit an eBook. For example, when I put together The Fleet Managers Guide to Fleet Graphics, there were more than thirty posts to choose from. I picked nineteen that fit the topic and worked well together.

Re-write it to your audience

Most of the posts used in the Fleet Guide weren’t originally written specifically for fleet managers. I re-wrote the posts to talk directly to fleet managers, changing the point of view and developing a voice that speaks to the target audience.

Don’t toss those images

Each chapter in the Fleet Guide shares an image. I took most of the photos directly from the original blog posts. The images add excitement, in this case, to a comparatively dull topic.

Format it like a book

I recommend reviewing a few books you enjoy and making notes about how they’re formatted. Was there a foreword, introduction, or acknowledgements? Here are a few formatting options that will help change your blog posts into a book.

Title pageIntroduction or forewordTable of contentsPage numbersAcknowledgmentsHow to use the book, which may contain contact informationChapter pagesImagesConclusion or last word, which could include a call to actionAbout the authorBack cover

It’s the book you didn’t know you had

Taking advantage of the copy you’ve already created can be a great way to feed your audience the content they’re looking for. Repurposing blog posts into an eBook may be easier than you think. For example, the Fleet guide took me and my editor less than a week to publish and post.

How Can I Help You? 

If this post struck a nerve check out, How to Stay Ahead of Your Business Blog Forever. The book is full of action plans to create a blogging/writing system that works for you.

And please don’t hesitate to contact me if you’d like to discuss this post.

If you enjoyed this post, you might also like, How to Create Content When You Don’t Have Time.

Photo by Spencer on Unsplash

 

 

 

 

 

 

The post How to Create an eBook in 5 Easy Steps   appeared first on Randy Clark Leadership Training.

The 7 Most Important Questions to Ask Yourself at Work

The most important questions to ask yourself at work aren’t what you ask your customers, clients, and prospects. The most important questions are the ones you ask yourself. It begins by asking  yourself, “What have I learned?”

Check-in With a Checklist

Budget 30–45 minutes at the end of your workweek to review your activities and consider opportunities for improvement.

• Review activities to repeat — Success is not luck; when results are favorable, ask yourself – what did I do and what can I repeat? Seneca, the first century Roman philosopher said, “Luck is what happens when preparation and opportunity meet.

• Identify areas to improve — The first step to improvement is identifying what needs improved. When I was a very young man, I was asked what I wanted to improve about myself. I answered that I hadn’t thought much about it. I was given the assignment of identifying three weaknesses I wanted to improve, jotting them on a slip of paper in my wallet, and looking at them daily. Years later, I consider these former weaknesses to be strengths.

After you’ve identified areas of improvement, consider the best method of improvement. Can you improve through self-help, or is a more experienced  person available as a mentor? Are online classes called for?

The 7 Most Important Questions to Ask Yourself at WorkWhat was my most successful activity last week and why?What, within my control, was my biggest time killer?How can my successful activities be repeated?What activity didn’t work and why?What do I need to stop doing?Where is improvement needed?What’s my action plan for improvement?

If you ask yourself these seven questions every week, reflect, and act on them — you will improve your work and workplace.

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because, if not, many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. Check it out. It might help you stop putting off what you want to do.

Photo by Charles Deluvio on Unsplash

The post The 7 Most Important Questions to Ask Yourself at Work appeared first on Randy Clark Leadership Training.

When Did Your Job Stop Being Fun?

So, when did your job stop being fun? If you’re reading this, I’ll assume you’re not having a lot of fun at work. And that at one time, either at your current position or a previous one, you did have fun. Am I correct so far? If that’s the case what happened? Where did the fun go? When did your job stop being fun?

Make a list

I’d like you to take a moment and list the top three to five reasons you’re no longer having fun at work. Do me a favor write them down on a scrap of paper or type them into a word doc. After you’ve done this take a close look at them and find what they have in common? Is it the work, your boss, could it be you, or all of the above?

What Can You Do?

Last weekend my wife spoke at a conference. Between breakout sessions, my wife listened to a past officer of the organization who had cornered a new appointee. The former representative was haranguing the new appointee about the flaws of the governing body. When it didn’t stop, my wife joined the conversation and asked the former officer what he was doing about it. When he defended his statements and placed the blame again on “others”, she repeated the question. He didn’t answer. He walked away.

Here’s the Question

So, I have a question for you. What are you doing about it? I know what you’re thinking, its not your fault, is it? You hate being micro-managed, or your boss doesn’t listen, or since the COVID the world has turned upside down. And yes, if you’re thinking that you didn’t create these situations, you’re right—you didn’t. But does that mean you can’t do anything about it? No, it doesn’t. If you feel as if you’re being over managed have you ever discussed micromanagement with your manager? Have you told your boss you’d like time to discuss things? If the music is too loud did you ask anyone if you could turn it down?

It’s Not Gonna Be Easy

I didn’t say it would be easy. It won’t be. It may be tough, but if you haven’t tried to improve your situation, then you’re part of the problem. Take a look at your list again. One thing every point has in common is you. You’re the common denominator. And, there is something you can do.      

How to Talk to Your Boss

First, don’t think of it as a critique, think of it as feedback. Pick your time and place and be professional.

Meet one-on-one. Never give constructive feedback to your boss in front of the team. It might affect your bosses influence with other direct reports, and it will not turn out well for you.Meet face-to-face. Offering feedback to leadership isn’t something you send in an email. There’s too much chance for miscommunication. Meeting in person or virtually gives you the opportunity to communicate with each other with more than words words, with inflection, and facial expressions.Promote production. Tie your feedback to improved performance, increased production, and cost savings. Make it about the business not about you.Plan what you’ll say. Don’t improvise. I don’t care how well you speak extemporaneously, prepare your words before you talk with your boss. I wouldn’t suggest writing it word-for-word because that puts undue pressure on you to memorize a speech and you’ll sound…speechy. Make an outline, list bullet points, or use a checklist.Be professional. This is business. There’s no place for emotion in this conversation. Stick to the facts. Use logic.Learn what the priorities are. Ask your manager what they see as the priorities of your position and then tie that into how improved teamwork can help reach those goals.Share how you communicate best. Ask your boss what communication mediums they prefer? Is it email, phone call, social media, text or? Let them know your communication preferences, and while you’re at it share how you learn. Are you visual, auditory, or tactile? Understanding this will improve communication.Put the Fun Back in Work

If you’re not having fun at work, you have three choices.

Live with it and be miserableFind another jobDo something about it

Number three may not work. You might not be able to do a darn thing about. It could even backfire, but doesn’t trying to improve your situation seem like a better plan than numbers one and two? Shouldn’t you try to make it better before you give up or quit? So. when did your job stop being fun?

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because, if not, many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. Check it out. It might help you stop putting off what you want to do.

Photo by engin akyurt on Unsplash

The post When Did Your Job Stop Being Fun? appeared first on Randy Clark Leadership Training.

Grammar your going to make mistakes

I know, the title should be you’re, not your going to make grammar mistakes. I once published a blog with, “There ready to help you.” It should’ve been “They’re ready to help you.” A co-worker pointed out my poor grammar, and I changed it. I know the difference, but I missed it. I missed it more than once. I missed it when I wrote it, and when I edited it 24 hours later. I missed it when I read it aloud, and I missed it when I reviewed each sentence one at a time, beginning from the end of the post. I missed it when I ran it through an editing app, and I missed it again when I read it before I clicked publish. My point is you should know the rules, complete edits, and do your best; however, most of us will occasionally make mistakes.

You should know the rules or at least be able to find them

I can’t keep track of all the rules. I reply on online sources such as Grammar Girl when I’m at a loss or have a question. I keep a copy of My Grammar and I…Or Should That Be Me? As well as a copy of The Complete Idiot’s Guide to Creative Writing at my home office, where I do most of my writing. Many writers refer to Strunk and White’s Elements of Style, and still others rely on style guides such as the AP Stylebook or the Chicago Manual of Style. The more you study these sources, the more you’ll learn and retain, but you’ll still make mistakes so have a plan to find and fix them.

Make deep edits

I find and fix many mistakes during my editing process, but I don’t find them all. I’ve published more than 2000 blog posts, and there…I mean, they’re far from perfect. I review older posts two to three times a week. I don’t always find copy mistakes. I find missing images, broken links, and formatting issues, which I repair. I find bad sentence structure and poor word usage, which I don’t always change, but I take note and learn from them. (Yes, I sometimes end sentences with prepositions and begin them with conjunctions!) And I occasionally find grammatical errors, which I fix.

Don’t put it off because it’s not perfect 

Several years ago, I worked with a company on a blogging and social media plan. I spent three hours facilitating a brainstorming session with six sales and marketing team members. We identified four blog topics, outlined eight ideas, assigned social media networks, and decided to publish one new blog a week. The team decided to begin by getting ahead of the game. They hired me to write five posts. The organization invested nearly $1000 in this effort and took time out of their busy schedules.

They had good intentions, but they published no posts.  In fairness, there was a marketing management change. Still, I suspect some of the procrastination was due to multiple departments looking for the perfect post before publishing. It’s an easy trap to fall prey to.

Who needs grammar, or is it whom?

You do. Please don’t take what I’ve shared to excuse you from publishing the most grammatically correct post possible. Edit your posts, learn the rules, and commit to deep edits because even the best can make mistakes. At the same time, don’t let fear of failure stop you from publishing your posts. And please let me know when you find errors in my posts. I know there out they’re.

My friend and editor Andy Hollandbeck added this

The other trap to avoid — the one that can really keep you from blogging — is listening to the trolls. Some people will pounce on a grammatical or spelling error and call you (on the friendlier side) an idiot for not seeing it yourself, using it as proof that you’re a worthless human being.

Though the error they found may be real (and that isn’t always a given), their conclusion is not. When trolls do this, they’re really only showing their own insecurities about writing, editing, grammar, and usage. If I can lower someone else, that puts me higher, right?

Experienced and professional writers and editors know that perfection is always unattainable. Accidents happen; errors make it in. And it’s not the end of the world. Whenever I discover that I’ve let an error slip through into the outside world, I take solace in the story of the non-word dord, knowing that the English language didn’t fall apart, and Merriam-Webster still makes good dictionaries. Ghost Word – Merriam-Webster Ask the Editor.

How Can I Help You? 

Let me know if I can offer any help or advice. If this post struck a nerve, you might want to check out my book, How to Stay Ahead of Your Business Blog Forever. The book is full of action plans to create a blogging/writing system that works for you.

Photo by Nick Morrison on Unsplash

 

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5 Mistakes That Can Destroy Your New Business

There are more than 5 mistakes that can destroy your new business. However, these 5 topped the list when I asked several small business owners what mistakes could ruin a new business.

5 Mistakes That Can Destroy Your New Business1. Not Testing Your Idea

What may look like a great business plan on paper doesn’t always work. Before investing wads of cash, time, and leaving your day job – test your idea. Beta test your marketing plan on a few prospects. Does the product or service appeal to them? Are they open to listening to someone or something new? Would they consider using your services? How does the price point compare to others? Does the prospect see a payback from the service? Is your product or service perceived as solving a problem?

Why not spend a few hundred dollars and a few hours testing your idea before cashing in all your chips? You may avoid costly mistakes in launching your new adventure, or you may question its feasibility.

2. Taking on What You Don’t Know

I perform in a weekend band. Over the last few years, a dozen venues where we performed are gone. A few didn’t survive the economy and COVID. Unfortunately, a much too common reason is inexperienced management. One restaurant where we performed had been in business for more than sixty years. My parents ate there in the early 1950s. A nice fellow whose experience in the restaurant business included shipping and logistics (in other words, no direct restaurant experience) bought it and attempted to manage it. It was closed within six months, and it continues to sit empty. If you want to open a business in which you have little or no knowledge – work in the trade to gain experience or hire an experienced manager, who you trust, and let them do their job.

3. Not Knowing Your Legal, Tax, and Insurance Responsibilities

Choosing the wrong legal entity, not understanding tax obligations, or being under-insured can ruin a business and possibly your personal finances. If you’re not an expert in these fields, I highly recommend you retain an accountant and an attorney with small business and start-up experience. It could save you thousands of dollars.

A couple of years ago, a friend learned they owed the state of California over $100,000 in sales tax for products shipped there. They didn’t know they were responsible for collecting the tax. It almost destroyed their small business. What would a 100K hit do to you and your business?

4. Not Diversifying Your Services, Products, and Customer Base

Don’t bet everything on one number. Having a loyal customer who wants what you offer is excellent, but don’t get caught with only one customer. In today’s business climate, things can change quickly. If you have all your eggs in one basket, what happens if it’s spilled? Take care of that customer, let them be your anchor, but find more.

5. Not Having Enough Cash Reserves

Your line of credit can change in a minute or disappear, as many businesses have learned in the last couple of years. Spending money before you have it is a dangerous game. Accounts receivable isn’t money in the bank, and every business owner can tell you stories of receipts they’ve never collected. Unless you’re a CPA, seek advice from an accountant.

What Have You Learned?

The common thread of these five mistakes is preparation or lack thereof. If you want to escape these business killers, prepare yourself with knowledge, experience, finances, and expert help. Have you been involved in a start-up? What avoidable mistakes did you make? What advice would you offer?

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

Does your business have a management training plan? Many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. I’m also available to conduct training in person or virtually.

Photo by Jose Fontano on Unsplash

The post 5 Mistakes That Can Destroy Your New Business appeared first on Randy Clark Leadership Training.

10 Keys to Hitting Your New Year’s Resolutions

Are you good at hitting your New Year’s resolutions? How many of you have made a New Year’s resolution and failed to reach your goal? Count me in. I’ve failed to begin, given up, and fallen short more than once. Here are 10 keys to hitting your New Year’s resolutions that might help you hit your goals.

10 Keys to Hitting Your New Year’s Resolutions

A couple of years ago, a friend resolved to run one mile per day and do it outdoors come rain or shine. I had the privilege to run with her on a few cold and snowy days. She made her resolution.

I asked her how she did it, and one of the things she said was the more she did it, the easier it became. So, the first key to reaching your resolution is to get started and then keep going.

Set a realistic goal

My friend, the runner, has run marathons. She often ran more than the one mile per day she resolved to run. However, had her daily goal been five miles, there would’ve been days where time, weather, and her physical condition might have prevented her from reaching her goal.

Stick to one 

Don’t attempt too many resolutions. Had my friend committed to one mile per day, lose 10 pounds, and a diet of nuts and berries it would’ve added unneeded layers of difficulty. I don’t know if she lost weight (she didn’t need to), but she certainly was in excellent physical condition at the end of the year.

Go public

Are you serious about your resolution? If so, go public. Tell folks what you plan to do, how you plan to it and keep them updated on your progress.

Get a buddy

Seek out friends who are willing and ready to hold you accountable to your resolutions, someone who will help motivate you to keep going. One way to accomplish this is to reciprocate and hold your buddy responsible for their resolution.

Break it down

Would a goal of 365 miles for the year have been more difficult for my friend than one mile per day? Maybe, but breaking it into highly doable daily chunks was much easier to swallow.

Recognize and reward yourself 

All of us need recognition. For some of us, there’s no greater motivation. When you reach a milestone, reward yourself.

Fall into a routine

This goes back to my friend explaining the longer she did it, the easier it became. The more you do it, the more comfortable you are, and it’s a lot harder to quit when you’re 125 days into it. Keep on keepin’ on.

Make time for it

If you want to reach your resolution, schedule it. Put it on your calendar, add it to your daily to-do list, and send yourself an alert.

Look toward the end of the tunnel

Look ahead and envision what success looks like. Understanding what you can gain and how you’ll feel about yourself when you achieve your goal are constant sources of inspiration.

Know you’ll face discouragement

Your inner voice will tell you you’re not worthy. Your body will revolt, and friends will tell you it’s okay to quit—you tried. Don’t listen to them. Tell them all thank you, but no. I got this!

Are you resolved?

Are you ready to go public with a resolution? Is it realistic? Do you have a buddy? Will it be part of your daily routine? If you’re ready to go public with your resolution, leave it in comments if you like. Good luck and happy New Year!

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

Does your business have a management training plan? Many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. I’m also available to conduct training.

Photo by Isaac Smith on Unsplash

 

 

 

The post 10 Keys to Hitting Your New Year’s Resolutions appeared first on Randy Clark Leadership Training.

How to Set Yearly Direct Sales Goals that Work!

It’s the time of year when people think about sales goals. Businesspeople discuss monthly, quarterly, and year-long goals for the coming New Year. Salespeople look at potential new business and how to outperform last year’s numbers. But what are realistic sales goals?

I’ve said before. You Cannot “Do” A Goal – You Can Do Activities. To set a goal without recognizing the activities, it will take to reach the goal is little more than a wish. One way to implement activities and set achievable sales goals is to do the math.

How to Set Yearly Direct Sales Goals

Sales have been called a numbers game. There’s much more to it than numbers, but the numbers are a key element. To set realistic goals, the sales team needs to know the numbers.

Playing by the Numbers  

Setting achievable goals depends on understanding objective criteria. When setting yearly goals, the numbers from the previous year should be one of the the first things reviewed. Once last year’s numbers have been analyzed, the next step is to identify areas for improvement and recognize activities to implement for positive change. Let’s look at the numbers.

Total sales 

What was the sales volume the previous year? Can it be repeated or improved upon, and if so, what activities will get you there?

Number of contacts to set a presentation

Whatever your lead generation method is, how many contacts did it take to set an appointment? Can the percentage be improved?

Number of presentations to close a sale

How many sales presentations did you need to close a sale? One out of three? Two out of ten? Regardless, use this information to predict how many presentations you’ll need to reach your sales goal.

What’s your average sale?

What was the average order last year? Was it $100, $5,000, or $25,000, and can it be improved?

It’s Time to Calculate Your Goal

Once you have the numbers, you can do the math and calculate the number of contacts you’ll need to make to hit your goal.

For example, with a yearly goal of $500,000 in net sales, at an average sale of $13,500, you would need 37 sales to reach the goal. At a close percentage of 20% (2 out of ten presentations resulting in a sale), you’ll need 185 presentations to reach 37 sales.

If presentations set per contact are 10% (for every ten contacts, one presentation is set), you’ll need to make 1850 calls to set 185 presentations. With 260 working days on a five-day workweek, you’ll need to make 7.11 contacts per day to hit the $500,000 goal.

Have You Calculated Your Goal? 

Do you have sales goals set for next year? Do you know the numbers and how to get there, or are your sales goals little more than a wish? I wish you well.

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

Does your business have a  management training plan? Many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. Check it out.

Photo by Ronnie Overgoor on Unsplash

 

 

 

 

 

 

The post How to Set Yearly Direct Sales Goals that Work! appeared first on Randy Clark Leadership Training.

4 Ways to Keep Clients Happy

Here are 4 ways to keep clients happy in this day and age. Does the world seem to be speeding up? Is it because I’m older, or are things faster than 5, 10, or 15 years ago? The pace of new information is nearing light speed. Does the ever-increasing access to information make customers more likely to switch loyalties to the next greenest grass? Is it more difficult to keep clients happy than it was a few years ago? Can customer loyalty be nurtured, and if so, how can this be accomplished?

4 Ways to Keep Clients Happy 1. Help Them

If you want to build relations and keep clients happy, begin by helping your customers. Learn their industry and business and then help them solve their problems. Send them business. Introduce prospects to them and broadcast their products and services. Like them on Facebook. Retweet them on Twitter. Comment on LinkedIn posts. Support their efforts. If they invite you to an event, whether it’s an open house, golf outing, or convention—go. If you can help in ways other than your product or service, do it. For example, I’ve helped numerous customers with their SMM (social media marketing) for no other reason than I could help.

2. Make it Personal

Get to know your customers and not just their business. What are their hobbies and interests? When appropriate, ask about their families. Keep a notebook with spouses’ names, kids’ names, and activities. How impressed would you be if a company representative walked into your office and said, “Little John’s starting his first year at Purdue, isn’t he?” Know what charities, schools, and sports teams your client support.

3. Introduce Your Team

Give your loyal customer access to your entire team but especially the boss. Schedule a Zoom meeting and introduce your client to the president, CEO, and COO. Allow customers to tour your facilities and meet the faces behind your product.

4. Treat Them Special 

They are special! Without loyal customers, your business becomes harder, much harder. Give them a fast pass and let them cut in line. Make it easy to communicate.  Be easy to work with. Assign a CSR to them. Give them unsolicited promos and perks.

Some Things Haven’t Changed

The world may be revolving at a faster clip. There may be more demands on people than ever before, but some things are constant. And one of those things is when you treat people with consideration, most remember. Will everyone? Nope, but that doesn’t mean you shouldn’t try, or you should give up when they don’t. If you treat your customers with respect, help them, and become their friend, many will become more than customers. They’ll become partners. And that’s a great way to do business.

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because, if not, many organizations, large and small, use my book, The New Manager’s Workbook, a crash course in effective management, as the basis for their leadership development program. Check it out.

Photo by Brooke Cagle on Unsplash

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How to Keep Selling During the Holidays

So, how critical is it to keep selling during the holidays? A few minutes ago, I saw a Facebook post from the co-owner of an agency where some friends work. They shared this, “Sometimes you go three months without signing a new contract. And then sometimes you land five exciting contracts in one week. You learn fast as an agency owner that year-end is no joke.”

If selling is part of your job, it’s easy to fall into the trap of getting away from selling during the holidays. The problem is that this trap affects your production as the year ends and negatively impacts the first quarter of the New Year. Slowing down during the holidays means fewer leads in the funnel for January and beyond. So, what can you do to keep selling?

How to Keep Selling During the HolidaysDon’t Forget Your Daily Planner

The holidays aren’t a time to put your planner in a desk drawer and wait for next year’s calendar to arrive. Your daily planner or to-do list may be more important at this time of year than at other times. It’s easy to become lulled into a sense of entitlement and take time off and skip activities, but that will lead to a difficult start to your New Year. Rather than skipping your plan because of holiday activities, add them to your schedule and make time for sales calls and follow-up where you can.

Stay on Top of Your Activities

Set goals for calls, prospecting, and follow-up. Send cards to clients, visit customers with a promotional gift, or just call to say hello. Whatever activities helped you achieve success the first eleven months of the year, why would you get away from them now? Keep in mind that many businesses will make buying decisions before the new year to take advantage of tax breaks or start the new year with a new plan.

Give Customers a Reason Not to Put You Off

Committing to your product or service may not be a priority for your clients. Some folks will want to wait until after the holidays, until next year, or want you to call on them in the first quarter. To combat this, you must give them a reason to work with you now. The urgency could be special pricing, add-on products or services, or year-end discounts. Regardless, give your customers a compelling reason to collaborate with you before next year.

Remember that Most People Are in a Great Frame of Mind

Rather than dwell on why customers don’t want to buy from you during the holidays, consider this. The holiday season is a happy time of year, and for many, it’s a joyous occasion. Unless your customer’s name is Ebenezer, they’re in a good mood, and isn’t that when you should talk with them?

The biggest reason sales slow down during the holidays is salespeople get away from the activities that have made them successful. Remember what got you here and keep doing it. Merry Christmas.

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because, if not, many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. Check it out.

Photo by KOBU Agency on Unsplash

 

 

 

 

 

The post How to Keep Selling During the Holidays appeared first on Randy Clark Leadership Training.

The Good the Bad and the Ugly of Holiday Business Marketing

Last Holiday season, I received all sorts of holiday business marketing, cards, emails, and promotional gifts from vendors and business associates. Two stood out in my mind, but for different reasons. One was memorable for its sincerity and the other for its crassness. How do your business partners and customers perceive your holiday business correspondence?

The Good the Bad and the Ugly of Holiday Business MarketingThe Good

A company I had done business with sent me a Holiday Card through the mail. The envelope was hand-addressed, the card was a tasteful winter scene, and a handwritten note was inside. The handwritten note thanked me and referred to specific interactions between myself and the company. It went on to wish me happy holidays and invite me to an open house with snacks and entertainment in appreciation of my patronage. I was impressed. I’ve recommend their company to others. It was an effective holiday business greeting.

The Bad 

In Mid-November, I received an email from a company I had done business with. The subject line pretty much said it all. It was “Holiday Savings!” the email shared an image of a rosy-cheeked Santa next to their product surrounded by ribbons and bows. The copy shouted the special offers, only for select customers, and limited time only. It was an impersonal form letter with little or nothing to do with the holidays. It was strictly marketing. Okay, I get that. I’m in marketing. But which do you think is the better marketing campaign for long-term customer loyalty, the good or the bad? It wasn’t an effective holiday business effort as far as I was concerned. It didn’t motivate me to buy their product or advocate for their organization.

The Ugly Sweater

A company I work with holds an annual ugly sweater contest. It’s competitive. The top sweaters win prizes. It’s a lot of fun. The cheer and laughter carry over to their interactions with customers. Holiday cheer spreads—so spread the cheer. Decorate, play holiday music, and let personnel wear holiday garb (not only ugly sweaters). Your customers will notice. They’ll see the smile on your teammates’ faces and hear it in their voices.

The Office Party

I remember a Christmas party I attended with my wife. I had been with the company less than a year, and it was the first event we had attended. There were many adult beverages. It got loud and bawdy. My wife and I left early. When I asked my wife her thoughts, she said, “It was a lot of people desperately trying to have fun.” The party was about holiday business, not the business of the holiday.

Today, I’ll attend an annual catered holiday luncheon at a business office where I facilitate leadership development. The president thanks everyone for their contributions and gives individual recognition, and there are door prizes! I look forward to this event, and so do the employees.

Close it up

I’ve worked in retail, sales, and marketing most of my life. My first Christmas with TKO Graphix was the first time, as an adult, that I got home on Christmas Eve before 7 pm. That was 2010. Christmas was on Saturday. They had a luncheon the Thursday before Christmas. After the luncheon, the leadership sent everyone home for the holidays. I had the entire Christmas Eve day off! Even B2B companies may not always be able to do that. They may have urgent jobs that we need to complete. But I know this – If TKO is open, there’s a good reason. Are you open? Do you have a good reason?

Give back

The single most memorable gift I’ve ever received was from my eldest daughter. It was nearly 30 years ago, yet it’s still fresh in my mind. She had moved out of state and was on her own. The gift was a simple card, but the note inside was the gift. It said, “Dad, your present this year is a coat I gave to a homeless lady. I’ve passed her on the street several times, and she didn’t have one.” The Best Christmas Present Ever

Contribute to a customer’s charity, get behind employee’s initiatives, or donate in an employee or customer’s name.

He’s Checking it Twice so Be Sure to Check Your Holiday Business Marketing 

Will your business be naughty or nice this year? Will your company use the holidays to send thinly veiled marketing pieces or sincerely reach out to your customers?

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because, if not, many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. Check it out.

Photo by Tamanna Rumee on Unsplash

 

 

 

 

The post The Good the Bad and the Ugly of Holiday Business Marketing appeared first on Randy Clark Leadership Training.