Selling Strategies – Pain to Vision

February 12, 2012 · Filed under Sales and Marketing

I am reminded of a powerful sales tool – Pain to Vision Questioning.

In “Solution Selling”, Creating Buyers in Difficult Selling Markets,  Michael T. Bosworth offers a solution selling process “to take the guesswork out of difficult-to-sell, intangible products and services”.

Pain to vision questioning or the “Vision Creation Prompter”, offers a series of questioning perspectives to really understand and diagnose a clients challenges, issues and needs.  To further advance the dialogue, one then needs to expore the impact to the client, the client’s business, or work team, should the problem not be resolved – really digging into monetary, time and other ancillary costs. 

From there, it is time to work with your client to expand the imagination – visualizing what success would look like – visualizing the positive impact your capabilities could have in the situation.  The goal is to lead the client to a vision of a solution – gaining agreement on what this could be, what action needs to be taken, by whom and at what time.

  • Diagnose – anxiety questions
  • Exploration – capability questions
  • Visualization – Vision of a solution

There are good examples to draw from in each of these areas.  For me, it is completely intuitive.  A necessary model to work from when products or services are intangible and have long selling cycles.

More on this at another time.  Good Selling!

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The Value of a Good Design Partner

February 10, 2011 · Filed under Social News

The value of a good design partner cannot be underestimated.  When I decided to venture into the world as a small business owner and entrepreneur, branding and design became critical to putting my business on the map.

Fortunately, my network afforded me the extension into, what I thought at the time, a good design resource.  What I have learned since, is how outstanding this design resource really is.  I was fortunate to have money coming in through established retainers before deciding to officially brand my business.  Even so, budgets were tight.

Enter in Adrienne Dyer Shea and Inizio Creative (www.iniziocreative.com).  Inizio Creative worked diligently with me to bring the Focus Business Development brand to life.  This included the brand image and the bridging of all marketing elements to keep the brand identity consistent across all mediums.  Inizio Creative was a good coach, a great listener, a dedicated partner, a creative talent, a strong technological resource, a meticulous ally and ultimately a welcomed friend.

We launched an unusual approach to the Focus Business Development website – using a scroll bar mechanism to keep the simplicity of design elements in tact.  We are making some adjustments here, to help improve the user experience.  And then there are the sunflower images.  An image we chose to reflect growth and focus.  Using an image to help bring the brand to life also seemed like a fun idea.  I suppose the effectiveness of some of the treatments could be debated.

For now, we will carry forward with the notion of the sunflower depicting our brand and the outcomes we are striving for with our clients: business growth and improved sales outcomes with focused effort, clarity of goals, maximized resource alignment and optimized initiatives.

As my business evolves, I have found it critical to have a good design partner.  Someone that has your own interest at stake and who really enjoys not only the work but the overall process. Someone who knows what you are striving to do and who is a dedicated partner throughout the life-cycle of the business.  

Thank you Inizio Creative – you are valued indeed!

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Mobile March 2011 – Planning Underway

January 18, 2011 · Filed under Industry News

Just one year ago, Phil Wilson (phil@remaincomm.com, @philson); Justin Grammens (justin@recursiveawesome.com, @justingrammens) and I embarked on organizing the first, annual,  mobile summit.  We named it “Mobile March” due to the timing of the daylong event (it was held the last Saturday in March).  We had Justin to thank for laying the foundation for success through his leadership of Mobile Twin Cities (www.mobiletc.com, @mobiletc).  Our vision was to bring developers and mobile business leaders together to focus on the topic all things mobile.

Boy has the growth of mobile been beyond imagination in just one year.  Not only in the context of the broader industry but in our own businesses.  I am excited to see the progressive and measurable success of local entrepreneurs that are focused on serving the mobile community.

As we prepare for Mobile March 2011, the cast of mobile leadership and niche players has continued to expand both nationally and in our own backyard.  We have an information rich community from which to draw keynote and session level speakers.  We are very enthused about the day we are planning for the mobile enthusiast – technology/developers and business/marketers.

One day (well two - we are working on Mobile 3D on Friday evening, more on that later), one dedicated topic.  Details will be posted in the days and weeks ahead.  In the meantime, we hope you will plan to be a part of something special: Saturday, March 19, 2011.  www.mobilemarchtc.com.

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New Year – New Outlook – New Opportunities

January 6, 2011 · Filed under Uncategorized · Tagged ,

As we transition into the new year, why is it that now, more than any other time of the year, we embrace the opportunity to be engaged in reflecting, planning, goal setting, and appreciating everything that our lives have to offer?

For me, much of it is due to how quiet this time of year can be in the depths of winter in Minnesota.  That coupled with having just come off of the ceremonious holiday time, having spent  time with colleagues, friends and family in a richer less work focused way.

This makes me understand why I enjoy the social web so much, throughout the intense days of work and productivity, we can take brief moments to stay connected with our friends and communities and to also have a forum to comment on what life delivers unexpectedly (good and not so good).

Looking back, I have a year under my belt with my business, Focus Business Development.  I have truly enjoyed the diversity of clients and the breadth of oversight that I am able to offer.  I also found it rewarding to remain involved in helping to shape programs for key marketing associations and groups in the area.

Looking forward, I am working on sharpening goals for the new year. 

Associations - really getting diciplined about which to remain invested in, which to step forward to help in an even more committed way

Partnerships – evaluating where and how best to get more diligent about treading toward new collective business outcomes

Business Initiatives - determining how best to fine-tune the focus on ideal alignments and continue the expansion of collaborative strategic business development ideas exchange

I expect to be purposeful in-goal setting as it comes to setting distinct times to settle in and do what must be done to continue to structure the business while embracing the opportunity to envelop the effort with expanded network development, disciplined marketing tactics and creative sales initiatives.

I also expect to continue to be surprised as I continue to focus on listening and adapting in the process.  I intend to not  hold myself too tightly to ”the desk” that I am not evolving based on where interactions may lead.

I am looking most forward to new interactions – be it on Facebook or Twitter, through association involvement, work with partners or my individual business efforts.

Time to dig in, re-tool and get some more conversations started.

To a good - make that a GREAT year!

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