How are those New Year’s Resolutions going?
I’ve been doing a lot of reading and learning about Design Thinking lately.
It came about as a bit of an accident, but I’ve been pretty interested in the topic.
The best way I’ve found to simplify the concept to explain to other people is around two questions:
“Who is it for?” and “What is it for?”
I bring it up because I was talking to my friend, Andrew Thomas, from the UK on Friday afternoon and he was saying something to the effect that he had two big ideas he was going to share to his audience of people in the ticket industry this year so that they would be able to serve more people.
That seemed like a good example of Design Thinking.
I bring all of this up this morning because I’ve been thinking about the best way to continue to deliver value to you and all the other people I help in 2019 and by thinking about the two questions, I came back with:
“Who is it for?”
What I’m doing is for people and organizations that need to reinvigorate their strategy, generate higher revenues and profits, and maximize their ability to generate operations.
“What’s it for?”
As I’ve been thinking through what 2019 looks like from my perch, I think a lot of my best impact can come in the form of helping people with generating profitable revenue and creating opportunities.
In other words, going back to the basics.
When I am thinking about basics, I return to the basics of strategy:
1. What is the value you want to create?
2. Who is will appreciate this value and be willing to pay for it?
3. How do I reach them?
As a lot of you reading this will just be hitting the office for the first time on Monday morning, now might be. a great time to revisit your basics as well.
First, think about the opportunities you are going to try and take advantage of in the new year?
How do those fit into the value you offer your clients and prospects?
For many of you, this can be a moving target.
That’s why it is important that you start out by thinking about what you do well. This is why you begin with the value you want to deliver for your clients.
I’ve written in the past about my best year in ticket sales when I sold over $10M in tickets and said that I never sold a single ticket, but I sold $10M of experiences, opportunities, and memories.
For all of you, it is valuable to take that step in your thinking.
What is the value you are delivering?
If you are selling tickets, are you selling a seat or are you selling something more?
If you sell a technology solution, how does your product create value for your buyers? What makes you unique? How do you stand out?
As a project manager, marketer, or lawyer, how are you different and what is that makes you so?
Once you’ve figured that out, are you talking with and to the right people?
I gave a talk in Maryland a year or two ago and when I told people that they need to maximize the amount of time they could talking with people that could recognize their value and buy from them, even if that meant excluding lots of people that wanted or were willing to meet, you could have heard a pin drop.
But the thing is that in too many cases if we aren’t careful, we can lose a lot of time and energy and focus by talking with people that will never buy from us.
This is why thinking about the people that will recognize your value, but also be able to buy it is an important point to keep in mind.
You don’t want to talk to people that can only say, “no.”
This may mean you are limiting your conversations, but are you limiting your opportunities?
Who is the person or people that you really need to reach because they will recognize your value, appreciate it, and can get the purchase done?
Finally, how do you reach these people?
This is where I want you to think about the approach you are taking to your marketing and selling efforts.
Alan Weiss has a really great marketing model that he teaches for professional services providers that he calls “Marketing Gravity.”
The video will give you all of the different ways that Alan uses to generate demand and awareness for what he sells.
Your marketing efforts might be entirely different, but it might not.
I bring this idea to your attention because it can become pretty easy for all of us to fall into the rut of doing the same things we have always done and we end up being disappointed with our outcomes.
As the new year begins, it likely would benefit all of us to take a moment and think about the way that we are marketing and selling ourselves.
In 2018, I did something new when I started “The Business of Fun” podcast for people in the business of selling experiences, tickets, sports, theatre, and more.
This was something I was uncertain about doing, but it has opened up a whole new world of networking and positioning for me.
As you think about how you are marketing and connecting with your prospects, what can you do differently?
Maybe you can write an article for an industry magazine or website?
Have you ever thought about speaking at an industry conference?
Can you do like some colleagues of mine did with the Miami Marlins when they took the principles of agile project management and applied them to ticket sales, targeting specific verticals, and creating sprints that had kickoff events and closing parties?
I mean the list of ways to reach your potential buyers can be pretty endless or limited only by your creativity.
Don’t believe me?
My lady is a pretty impressive antitrust attorney, selling to other serious antitrust attorneys, and she sent an ice cream truck to a prospect’s office during the summer as a way to connect with people that she had been struggling to reach in other ways.
What can you do differently?
To me, 2019 is going to be a lot about the basics.
For me, the basics begin with those 3 simple questions.
What about you?
Where is your focus going to be in 2019?
What do you need to make yourself successful?G