A lot of you are getting back to the office for the first time in the new year today and I’m sure your head is spinning from everything you need to catch up on, all the resolutions you set, and the hangover from too much food and drink.
One thing I like to do at this time of year is taking a moment to remind you that there will always be a new shiny object to distract you.
Despite a world filled with new tools that promise to change your results, the likelihood is such that you don’t need as much focus on the new as you do on the strategic.
As a reminder, here are the 3 questions you need to ask yourself and answer to make sure you are focusing on the right things as you head into the new year.
- What is the value I want to create for my clients?
- Who is the person that will appreciate this value and be willing to cut a check for the value I create?
- How do I reach those people?
The first question on value is easy, but hard. Easy in that we think we know what our value is, hard in the idea that we usually rattle off a whole world full of actions but not outcomes.
To begin the year, reframe your value so that it reflects the outcomes you produce for your clients.
Number two, let’s think about buyers.
We encounter a lot of people that are willing to have meetings with us, but are they the people that we should be meeting with?
Your job is to focus on creating awareness of your value to the people that are going to be willing to make the decision to buy.
Even in an environment where there are a lot of people that you are going to deal with and work up with to complete a sale or a project, it is still almost certain that one person is going to be the decision maker. Find that person and aim your focus at them.
Finally, you have to understand how to reach these buyers.
This is marketing.
You want to take the message of your value and target those buyers with the kind of message in the kind of format that is likely to generate the results that you want.
So you are going to want to spend time thinking through what your buyers and targets look to for information, for new ideas, for help with a buying decision and get yourself and your value there.
This might hurt the feelings of the people that are always chasing the New New Thing, but marketing is always about the people you are trying to reach and influence and not about you.
So take this information and apply it…let me know how it is going.