Our Approach
Here's how I get results...
I apply proven models or structures to each client’s situation to determine the points of highest leverage. What is a model or structure? The structure I use is a set of principles I have developed through experience and training that reflect how your marketplace works. In a way, you can say that “structure” is both the source of your problems and challenges, and the source of your solution.
Your very success to date has solidified your own model of how your market works and how your brand operates within that market. Yet, as Albert Einstein so famously reported, “The significant problems we face today cannot be solved at the same level of thinking we were at when we created them.”
So, a new, larger model can integrate your past successes with new tools for a better future. Here is a graphic of a model I use to help organizations identify their leverage points.
Think about these circles as planets in a solar system. Just as our own moon has a pull on the tides of the earth’s oceans, each of the “planets” in the system above impacts the others. In addition, each circle, like a real planet, has its own unique characteristics that must be considered to effectively use the planet’s gravity for your purposes.
Depending on the specific challenge you face, one or more of these planets are likely to be your highest leverage point to resolve your issues and jump toward your goals.
To illustrate, let’s say one of the following issues may be a concern you face today.
• You’re not on track to make your sales objectives.
• You want to create or strengthen your brand.
• Your marketing tactics just aren’t delivering the results you expect.
• Your team struggles to identify new market opportunities that have a good chance at success, and to pursue these opportunities efficiently.
• You’ve spent far too many dollars on data, staff, and services (internal & external) and still can’t get the dots connected well enough to deliver the sales you need.
I’ll focus on “not on track to make your sales objectives,” as this one can be a common experience for many organizations. Here’s how you can tap into the power of a larger structure or model to address your situation.
If your dominant problem is falling below your sales goals, there are certain “planets” and characteristics to check first, as these components are the most common source of a business’ problem.
Product:
• Offers the physical and emotional features and benefits that customers have ranked most desired
• Performs as promised
• Offers strong value for the price
Customers:
• Enough prospects aware of your brand & product or service.
• Are familiar with what you offer
• Derive both emotional and functional benefits from your product / brand
Distribution:
• Available in the forms and through the channels most preferred by customers of this type of product or service
Next, take each of these characteristics and consider the following questions:
1. Does your team know this and understand it deeply?
2. Is your performance at or above average on this dimension? If not, this may be one of your priorities.
3. How might one of these factors be hindering others?
Simply focusing on the leading suspect “planets” for your issue will typically identify the adjustments you can make that will have the largest impact. And because the model is broad as well as deep, if your situation is out-of-the-ordinary, stretch out and examine other circles that may be influencing your results.
After you’ve sifted out the factors that may be driving much of your problem, decide how you will resolve or address the factor.
Remember the gravitational pull? Before you implement the solutions you’ve identified, return to the overall model and play out the impact of your chosen actions on the other “planets.” You may be able to strengthen results or off-set problems before you spend the time and money to implement.
Need help? Email or call me at 425.688.1125 to see if this model can jumpstart your progress.
The structure illustrated above is just a starting point. Several beliefs underpin my work and contribute to a sustainable solution. I also infuse these into every project:
The best answer is one that you’re ready and able to implement — an answer that fits your knowledge of your market, your staff’s skills and abilities, and your budget. There is no one-size-fits-all solution that works for everybody.
You must build sustainability into every action plan from the beginning. Too many teams lose steam after a great beginning. All team members must be engaged with your market, your customer, and your environment to be able to adjust actions and stay on track.
I believe in:
• Fostering team member involvement from the first steps of the project
• Building our clients’ skills in diagnosing and marketing their businesses.
Creating solutions, not simple answers. My clients have found that quick, easy answers have failed to deliver long-term solutions. I help you develop action plans that address your marketing and organization issues while preparing your company to solve future issues on your own.
For more information about how Linda can help your company, call 423.688.1125 today.
Next >> Visit our services page to learn what we can do to help you reach your marketing goals…
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