Aug 23

If You Are Not A Leader, What Are You Doing?

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You don’t have to be The leader, but you should be A leader.

You must show you have confidence in the solutions you are offering. You must have and broadcast a positive better than competitors product or service and be willing to gurarantee it. Offering a free trial, if possible, would be another sign of confidence.

Executives in this era have too much pressure, too little time, and low tolerance for risk. You better say you have the best and be willing to back it up or you might be in fourth place before you even get started.

Your Targets have world class problems. They are world class because everyone is suffering from the same problems. Not even mentioning whether business is good or not the issues of Time pressure, financing, customers in trouble, too much competition from 3^rd world countries, uncertainty in the economy, high unemployment, loss of value in all assets, and maybe double dip recession.

This is no era for light weights. Time to put on the black belt and create a difference that proves leadership. Demand is clearly not strong enough for everyone to survive and if you are not doing business in China your production has probably dropped dramatically.

The best way to grow in this recovery (?) is to address the current most important issues. What you need more than market share is mind share. Al Trout and Tom Ries, age old authors of Guerilla Marketing, used to say the real battle is for the mind.

Surviving Executives and consumers in this market place are battle hardened and know what they need to continue surviving or improving. Your Unique Selling Proposition leads to the most important Missions of Increasing Revenues or Cutting Expenses or a qualitative issue of saving time, improving satisfaction, increasing speed, or reducing problems.

Along with the hard core Assertions, you should deliver in Relationship building media. Time intrusive or interruption type messages show little respect for the recipients needs. When it is time for someone to find your Service, show your prowess by being where they need to look and providing everything they need to make a wise decision.

Don’t hide. Transparency and access are important to today’s Social Media consumer. They want to know they can depend on you and find you. You want to provide FAQs, Why Us, Testimonials, Case Studies, Management Biographies, Company History, Corporate Responsibility and everything else that would create some good feelings.

So provide a Bold Message and Great Credibility.

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