Marketing Isn’t Here to Just Make Things Pretty
Learning Without Scars is pleased to introduce our new guest writer, Stephanie Smith. This week marks her debut blog post for LWS, with “Marketing Isn’t Here to Just Make Things Pretty.”
Stephanie Smith, a seasoned marketing strategist with over 15 years of experience across blue-collar industries like manufacturing, agriculture, and heavy equipment. After serving these industries, she identified a crucial need for strategic marketing solutions across all blue-collar industries.
With a proven track record of developing collaborative sales and marketing strategies that drive new revenue growth by leveraging new technologies Steph’s passion for supporting blue-collar workers and their businesses led her to a pivotal point in her career to launch a startup marketing community. Dedicated to delivering go-to-market strategies specifically crafted for small to mid-sized business structures in these industries, The Grind Marketing Collective helps companies navigate digital transformation and thrive in today’s business landscapes.
As the Founder of The Grind Marketing Collective, Steph leads a team of talented professionals responsible for developing and executing innovative and impactful marketing campaigns that drive brand awareness, customer engagement, and revenue growth for the companies they serve.
Stephanie is always open to connecting! To contact Stephanie visit thegrindmarketingcollective.com or email her at st*******@*************************ve.com
Throughout my career, I’ve had the pleasure of serving many blue-collar industries from manufacturing to agriculture to heavy equipment – While all seem different on the surface, there have been many overlapping themes that linked each of these experiences together.
The top reoccurring theme has been the misconception of what marketing is and how it can benefit their overall business.
If an organization did embrace it initially, marketing was frequently considered a task to be tackled only if time and resources allowed. In many organizations, it was even delegated to whoever had a spare moment, often falling into the lap of administrative assistants as an additional duty alongside their primary responsibilities.
While it’s true that basic marketing tasks can be learned by almost anyone, effective marketing requires a combination of creativity, strategic thinking, analytical skills, and domain knowledge. It’s a specialized field that benefits from dedicated professionals with the expertise to navigate its complexities.
That’s typically where I would come into the organization.
At some point, the organizations I’ve served recognized the need for integrated marketing strategies. I’ve been fortunate enough to work for more progressive organizations that have understood the power of embracing new marketing strategies and that customer buying behaviors change over time.
Marketers are no longer just responsible for generating brand awareness, creating flyers, planning events, and running the company website. They need to think carefully about each stage of the buyer’s journey and work collaboratively with the Sales Team to create go-to-market strategies that help to break through the noise to capture the minds of potential customers.
As business landscapes continue to evolve and competition intensifies, the importance of marketing cannot be overstated. It’s no longer sufficient to simply offer a great product or service; it’s equally important to effectively communicate your value to potential customers. In today’s digital age, where consumers are bombarded with a constant stream of information and choices, effective marketing is the key to breaking through the noise.
Mobile devices, apps, machine learning, automation, and much more allow customers to get what they want almost exactly at the moment they need it. The point of difference for your company will be you providing answers to your customers’ questions in a way that they can access and empower them to take action.
We are living in a day and age where access to information and solutions are endless.
Changing the status quo for our industry.
Recognizing this need for adaptation, and that many blue-collar companies need assistance navigating the challenges of digital transformation is why I decided to leave my traditional marketing role. Leading me to embark upon the journey of establishing a marketing consultancy dedicated to aiding companies in this transformative process.
Moreover, the allure of helping businesses unlock their full potential in the digital realm is a powerful motivator. This is more than a career—it’s a calling! There’s a unique joy in witnessing a client’s transformation—from finding their digital footing to confidently navigating the online landscape with finesse.
The heavy equipment industry has always been based on relationships and handshakes. That hasn’t changed, however, the landscape in which the relationship is built has.
At The Grind, our mission is simple: to help businesses identify gaps in their go-to-market strategies and implement creative marketing tactics that benefit their bottom line.
In this new venture, I look forward to continuing to push boundaries while introducing game-changing strategies to blue-collar industries and running alongside a team driving digital transformation, helping businesses adapt, and ensuring they not only survive but thrive in today’s business landscape.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Marketing Isn’t Here to Just Make Things Pretty
Marketing Isn’t Here to Just Make Things Pretty
Learning Without Scars is pleased to introduce our new guest writer, Stephanie Smith. This week marks her debut blog post for LWS, with “Marketing Isn’t Here to Just Make Things Pretty.”
Stephanie Smith, a seasoned marketing strategist with over 15 years of experience across blue-collar industries like manufacturing, agriculture, and heavy equipment. After serving these industries, she identified a crucial need for strategic marketing solutions across all blue-collar industries.
With a proven track record of developing collaborative sales and marketing strategies that drive new revenue growth by leveraging new technologies Steph’s passion for supporting blue-collar workers and their businesses led her to a pivotal point in her career to launch a startup marketing community. Dedicated to delivering go-to-market strategies specifically crafted for small to mid-sized business structures in these industries, The Grind Marketing Collective helps companies navigate digital transformation and thrive in today’s business landscapes.
As the Founder of The Grind Marketing Collective, Steph leads a team of talented professionals responsible for developing and executing innovative and impactful marketing campaigns that drive brand awareness, customer engagement, and revenue growth for the companies they serve.
Stephanie is always open to connecting! To contact Stephanie visit thegrindmarketingcollective.com or email her at st*******@*************************ve.com
Throughout my career, I’ve had the pleasure of serving many blue-collar industries from manufacturing to agriculture to heavy equipment – While all seem different on the surface, there have been many overlapping themes that linked each of these experiences together.
The top reoccurring theme has been the misconception of what marketing is and how it can benefit their overall business.
If an organization did embrace it initially, marketing was frequently considered a task to be tackled only if time and resources allowed. In many organizations, it was even delegated to whoever had a spare moment, often falling into the lap of administrative assistants as an additional duty alongside their primary responsibilities.
While it’s true that basic marketing tasks can be learned by almost anyone, effective marketing requires a combination of creativity, strategic thinking, analytical skills, and domain knowledge. It’s a specialized field that benefits from dedicated professionals with the expertise to navigate its complexities.
That’s typically where I would come into the organization.
At some point, the organizations I’ve served recognized the need for integrated marketing strategies. I’ve been fortunate enough to work for more progressive organizations that have understood the power of embracing new marketing strategies and that customer buying behaviors change over time.
Marketers are no longer just responsible for generating brand awareness, creating flyers, planning events, and running the company website. They need to think carefully about each stage of the buyer’s journey and work collaboratively with the Sales Team to create go-to-market strategies that help to break through the noise to capture the minds of potential customers.
As business landscapes continue to evolve and competition intensifies, the importance of marketing cannot be overstated. It’s no longer sufficient to simply offer a great product or service; it’s equally important to effectively communicate your value to potential customers. In today’s digital age, where consumers are bombarded with a constant stream of information and choices, effective marketing is the key to breaking through the noise.
Mobile devices, apps, machine learning, automation, and much more allow customers to get what they want almost exactly at the moment they need it. The point of difference for your company will be you providing answers to your customers’ questions in a way that they can access and empower them to take action.
We are living in a day and age where access to information and solutions are endless.
Changing the status quo for our industry.
Recognizing this need for adaptation, and that many blue-collar companies need assistance navigating the challenges of digital transformation is why I decided to leave my traditional marketing role. Leading me to embark upon the journey of establishing a marketing consultancy dedicated to aiding companies in this transformative process.
Moreover, the allure of helping businesses unlock their full potential in the digital realm is a powerful motivator. This is more than a career—it’s a calling! There’s a unique joy in witnessing a client’s transformation—from finding their digital footing to confidently navigating the online landscape with finesse.
The heavy equipment industry has always been based on relationships and handshakes. That hasn’t changed, however, the landscape in which the relationship is built has.
At The Grind, our mission is simple: to help businesses identify gaps in their go-to-market strategies and implement creative marketing tactics that benefit their bottom line.
In this new venture, I look forward to continuing to push boundaries while introducing game-changing strategies to blue-collar industries and running alongside a team driving digital transformation, helping businesses adapt, and ensuring they not only survive but thrive in today’s business landscape.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
What Is an Industry Analysis and What Can It Do for Your Business?
What Is an Industry Analysis and What Can It Do for Your Business?
Guest writers Debbie Frakes and Steve Clegg are back with another resource available to businesses in “What Is an Industry Analysis and What Can It Do for Your Business?”
Equipment dealers only have a limited number of resources at their disposal. The key to being successful is allocating those resources in the most productive, efficient way possible. When it comes to your marketing and sales efforts, it’s impossible to target everyone. You must make important decisions about who to go after based on who will produce the most value for your business.
The key is to target potential customers who are most likely to work with you. An industry analysis tells you who those people are.
What is an industry analysis?
Zintoro conducts your industry analysis by determining which industries are most prevalent in your customer list. By looking at Standard Industrial Classification (SIC) codes, you can identify which industries your different customers are in and which industries you do business with most often.
Part of the industry analysis is looking at the customer count, sales volume, revenue, number of potential customers, and a variety of other key metrics for every SIC code found in your list. That way, you can understand the market potential for each segment of your current customer base and how much value they can produce for your business.
Armed with the knowledge of your customer base and the revenue potential of different industries, you’ll be better informed on which new prospects to target with your limited resources. An industry analysis helps you focus your time, money, and effort on increasing your market share in the industries that you know have the most potential for your equipment dealership.
Use what the industry analysis tells you.
Conducting a Zintoro industry analysis gives you a better understanding of your customers and how valuable different segments of your base are. Once you know who will deliver the greatest return, you will know where to invest your marketing and sales resources. More than just giving you directions, an industry analysis also helps you tailor your messaging, exclusive offers, and even inventory to appeal to the most valuable segments in your customer list.
For example, if you sell excavators, but you find out that most of your customers exclusively oversee demolition projects instead of digging jobs, then you can change your marketing and sales messaging to match that. In your emails you can use pictures of excavators demolishing a building and highlight features of the machine that are most useful on demo jobs. The more targeted you are at the customers that produce the most value, the fewer resources you’ll waste going after customers who are less likely to work with you.
Start better understanding your customers and your business by contacting Zintoro for an industry analysis today!
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Perpetual Growth of Leaders Through Lifelong Learning #MondayBlogs
Perpetual Growth of Leaders Through Lifelong Learning #MondayBlogs
Guest writer Virginia Cooper returns this week with another look at ongoing education in “Perpetual Growth of Leaders Through Lifelong Learning,” our contribution to #MondayBlogs.
In an ever-evolving world, the concept of lifelong learning stands as a cornerstone for community leaders. It’s not merely about the accumulation of knowledge but rather a continuous journey of personal and professional development. This article from Learning Without Scars aims to underscore the significance of lifelong learning for community leaders, focusing on how it can shape their skills, perspectives, and effectiveness. By embracing a culture of perpetual growth, leaders can better serve their communities and foster environments of innovation and resilience.
Enhancing Leadership Abilities
Strong leadership is not an innate trait but a skill honed over time. Lifelong learning plays a pivotal role in this process.
Furthering Your Education
The pursuit of formal education, at any stage of life, can significantly enhance a leader’s expertise and credibility.
Networking and Collaborative Learning
Lifelong learning often involves stepping out of one’s comfort zone to connect with others, fostering a network of collaboration and support.
Staying Abreast of Technological Advancements
In a rapidly changing technological landscape, staying updated is key for effective leadership.
Personal Development and Wellness
A leader’s personal well-being is integral to their effectiveness and resilience.
Lifelong learning is an indispensable tool for community leaders. It equips them with the necessary skills, knowledge, and perspective to navigate the complexities of leadership effectively. By committing to continuous personal and professional development and furthering their education, leaders can inspire change, foster community growth, and create a lasting impact. In this journey, the pursuit of knowledge becomes not just a professional obligation but a personal mantra for growth and resilience.
Did you enjoy this blog? Read more great blog posts here.
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The Hidden Value of Employee Recognition
The Hidden Value of Employee Recognition
Guest writer Kurt Pease tackles employee turnover in this week’s blog post, “The Hidden Value of Employee Recognition: Why a Paycheck Isn’t Enough.”
High employee turnover is a major pain point for businesses. We often assume money is the main reason people leave, but a recent Gallup poll shows job dissatisfaction hitting record highs. The truth is employees crave more than just a paycheck. They want to feel valued and see how their work contributes to the bigger picture.
This was certainly true at 4Rivers Equipment, where I recently retired. We considered ourselves a great place to work, but higher employee turnover told a changing story. Exit interviews revealed a disconnect between our perception and employee needs. The younger generation wanted to feel their work mattered. The CEO at 4Rivers knew we must act quickly and asked his leadership team for ideas.
Recognition: The Missing Piece of the Puzzle
Thinking back to my experience at John Deere, I remembered their successful employee recognition program, “John Deere Rewards.” It fostered a sense of connection and appreciation. We reached out to Greg Mazucco and Cori Karger from Augeo Marketing to help build a similar program that they developed at John Deere. Greg and Cori outlined how to build a successful workplace engagement program:
Building a Recognition Program that Works
Here’s what we learned about creating an effective program from Greg and Cori:
Dealership Implementation
I was fortunate in my career to not only work at John Deere and 4Rivers Equipment but developed relationships across the dealer network. Five Star Equipment was an important dealer to me and partnered with Greg and Cori to implement an employee recognition program, and the results speak for themselves. I spoke with key leadership personnel from both dealerships to gain insights into their programs’ success.
They are:
Why Recognition?
Both dealerships identified a need to address employee engagement, particularly among younger generations, 4Rivers & Five Star highlighted the desire for employees to understand how their work contributes to the “bigger picture.” Rising employee turnover prompted them to seek solutions.
Program Highlights
Areas for Improvement
The Takeaway
4Rivers Equipment and Five Star Equipment demonstrate the power of well-designed employee recognition programs. By fostering a culture of appreciation, breaking down barriers, and aligning recognition with core values, these dealerships have seen a significant decrease in employee turnover. In the competitive world of equipment dealerships, investing in employee recognition can be a game-changer.
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Our Virtual Garage
Our Virtual Garage
The second installment of information this week comes from our Founder, Ron Slee. Please read on to learn about “Our Virtual Garage.”
The image of the virtual garage brings to mind the humble beginnings that have started an individual journey. It is through relationships that this journey is carried through to success. The virtual garage resonates with the marketplace.
At Learning Without Scars, we have Colleagues, Associate, and Partners who collaborate to help our collective clients to realize their full potential. This collaborative team is Our Virtual Garage.
The garage environment supports this collaborative culture, where the members of Our Virtual Garage often oversee, or manage, everything from product development to marketing and sales. This direct approach can be instrumental in shaping an association’s culture and values. Working in close quarters with others in the virtual garage fosters formidable team dynamics and encourages a shift towards collaboration and solutions.
At Learning Without Scars we are dedicated to assessing skills, providing comprehensive training, and testing your employee’s knowledge and abilities to consistently meet and exceed your customers’ needs and expectations at every point of interaction.
Our holistic approach ensures that your team is well equipped to deliver exceptional customer service with confidence and proficiency. We work closely with your organization to develop customized training programs that align with your brand values and customer service goals, fostering a customer- centric culture that builds long-lasting relationships.
By identifying skill gaps in providing targeted training, we equip your employee teams with the necessary knowledge and tools to excel in their roles. Our training programs are designed to enhance communication skills, problem-solving abilities, and emotional intelligence, enabling your employees to manage diverse customer interactions with empathy and professionalism.
At LWS, we measure our success based on your ability to retain customers and increase customer transactions profitability. We understand that satisfied customers are the key to sustainable growth, and our ultimate goal is to help you achieve higher customer retention rates and improved profitability.
Through our proven methodologies and ongoing support, we partner with you to unlock your organization’s full potential and create a loyal customer base that drives your business forward.
We use cutting edge Zintoro Analytics to measure the impact of our training programs, providing you with data-driven insights and actionable recommendations.
Our analytics program tracks key performance indicators, such as customer satisfaction scores, retention rates, and revenue growth, allowing you to quantify the ROI of our training programs. By continuously monitoring and analyzing these metrics, we can refine our strategies and ensure that your employees are consistently delivering outstanding service that sets you apart from the competition.
Partner with LWS to equip your employees, enhance customer experiences, and achieve sustainable growth in today’s dynamic business landscape. With our expertise, customized training solutions, and data-driven approach, you can build a high-performing team that exceeds customer expectations and drives your organization’s success.
The Time Is Now.
Did you enjoy this blog? Read more great blog posts here.
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Our Suggested Reading List Has Been Updated
Our Suggested Reading List Has Been Updated
This week, we are sharing some updates and general knowledge blogs from Ron Slee. First, we kick the week of information off with this post: “Our Suggested Reading List Has Been Updated.”
From the time I started my consulting business I have always been interested in helping people learn and become better at what they do. I suspect it was from my upbringing as a competitive swimmer. I learned at an early age that I was not competing with others, I was competing with myself.
Believe me when I suggest that it is much more difficult to do that than to compete with others.
When I was teaching at McGill University in Montreal, I was always recommending books and having discussions with my students. I am certain I learned as much from those discussions as my students. That was the beginning of my “book club” approach to communications and learning.
Everywhere I have worked around the world I have always recommended a book for my clients or employees or students to read. I give everyone a month to get it done. In some cases, I buy them the book. Then we sit down as a group and talk about the book. My granddaughter who is taking her master’s here at the University of Hawaii has her own book club with fellow graduate students. They are part of the Graduate Women of Science, Hawaii (GWISH) organization. She is a Teaching Assistant and a Research Assistant as she is taking her degree.
When we created our first website in the 1970’s and then more formally in 1983 when we moved to the US, I have always included a suggested reading list. Those of you who have subscribed to our quarterly newsletter will have noticed the last section is a recommended list of three or so books. I guess it has become a habit.
Recently we have come of age. We have completely updated our Suggested Reading List. With our ever-present IT Director, Ross Atkinson, keeping me in line he has created an extremely useful segment on our webpage for books. I used to call it A Reading List for Interested People.
We have well over 250 books on the site. We used to categorize the books by our selections. Topical Authors, Teachers, General, etc. We still have the categorization, but Ross has created searchable access to our suggested reading list by book title, by author, by category or even ISDN number.
As most of you know I am always reading. It is part of my job. Now with our updated approach to our reading list I am asking for your help and input. If you have read a book that you found particularly helpful either personally or professionally, please let me know. You can send me your suggestions at my email ro*@******************rs.com or ro*@******************rs.org.
I am also considering creating an online book club with interested people. Say a Zoom or Teams meeting once a month with perhaps as many as a dozen people who have all read the same book, getting together for an hour or so and talking about it. This is something else I would ask for your input. Please let me know. Is this a good idea, a bad idea, or an ugly idea?
One last thing. You can order the books you find directly from our website with either Amazon or AbeBooks. I use both extensively. I hope you enjoy our fresh look and approach. We are always interested in your feedback. It can be an email, a written paper, or a thumbs up (or down) as you see below.
The Time Is Now.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Effective and Affordable Lifelong Learning Strategies
Effective and Affordable Lifelong Learning Strategies
Learning Without Scars is pleased to introduce a new guest writer and fellow educator this week. Virginia Cooper is a retired community college instructor. She always encouraged her students to see the real-world value in their education, and now, she wants to spread that message as wide as possible. Her hope is that Learn a Living will be a go-to resource for adult learners embarking on starting, continuing, or finishing their education. Her first blog post for LWS is this week’s “Effective and Affordable Lifelong Learning Strategies.”
As we grow older, learning new things can fuel fulfillment, boost cognitive agility, and ensure lively social connections. This guide, courtesy of Learning Without Scars, delves into cost-effective approaches for integrating continuous learning into daily life, thus paving the way for sustained success and personal enrichment.
A Gateway to Adaptability and Progress
Lifelong learning transcends acquiring new abilities; it’s a mindset that nurtures adaptability and resilience. It not only facilitates career enhancement and intellectual growth but also enriches personal life, fostering a sense of achievement and adaptability in an ever-changing world. By embracing this mindset, individuals position themselves to navigate the complexities of modern life with agility and confidence.
Embrace Online Learning
The digital era has transformed the landscape of education, presenting an abundance of online learning platforms. With these available programs, individuals can delve into new areas of study and enhance their skill sets without a hefty financial burden. Their flexible and user-friendly nature accommodates varying schedules and learning styles, making education more accessible. For example, if you wish to become well-versed in IT, you can explore this further by pursuing an online degree that provides deep knowledge of programming, coding, and cybersecurity.
Open Educational Resources
The realm of Open Educational Resources (OER) presents a cost-free avenue for accessing a tremendous range of educational materials. From comprehensive textbooks to in-depth lectures and interactive modules, these resources offer a no-cost solution to high-quality education. They cater to diverse learning needs and interests, facilitating the exploration of new academic territories without financial constraints.
Libraries and Workshops
Public libraries and community centers are unsung heroes in the world of lifelong learning. Beyond their traditional roles, they offer a plethora of free learning materials, workshops, and educational programs. These community resources are pivotal in providing accessible learning opportunities, fostering a culture of shared knowledge and community-driven education.
Free Webinars and E-Resources
Webinars and other electronic resources, often shaped by industry experts, are a treasure trove of knowledge and insights available at no cost. For everything from proper welding techniques to how to code, they offer perspectives and information that can be pivotal for both personal and professional development. These options, accessible in various formats, are a testament to the accessibility of quality education in the modern age.
Listen and Learn
Podcasts have revolutionized the way we consume information, offering a convenient medium for learning during otherwise occupied moments like commuting or exercising. They cover a diverse range of subjects, providing insights on everything from historical or scientific research and findings to learning how to diversify your portfolio through real estate investments. This format makes it possible to stay informed and inspired, turning routine activities into opportunities for intellectual enrichment.
YouTube: A Visual Learning Adventure
YouTube has emerged as a powerful educational resource, highlighting a vast array of channels dedicated to topics ranging from science to the humanities. These channels provide compelling and educational content, appealing to learners of all ages and backgrounds.
By regularly tuning into these channels, Sophie Pomme notes individuals can continuously enrich their knowledge base, effortlessly blending education into their daily digital routine. This practice not only enhances learning but also encourages a culture of curiosity and lifelong education in an easily accessible format.
In today’s dynamic world, a commitment to lifelong learning is indispensable. By leveraging these affordable and accessible strategies, continuous growth and development become an attainable goal for everyone. Whether through digital platforms, open resources, community involvement, or multimedia content, the learning opportunities are limitless. Embracing lifelong learning as a lifestyle choice opens doors to a world of personal and professional fulfillment.
For training solutions for heavy equipment dealerships, visit Learning Without Scars today!
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The Future of Strategies: Fusion
The Future of Strategies: Fusion
This week, our Founder Ron Slee is writing about “The Future of Strategies: Fusion,” inspired by his ongoing reading and research into the methods AI might bring to our workforce.
For many of us strategy is a nice word but doesn’t really apply to us. As more time passes and technology continues to advance at a pace that seems incomprehensible, I am seriously changing my mind.
Consider if you will the following examples of disruptions in the marketplace.
Uber analyzes data on more than twenty-five billion rides. Taxi companies don’t.
Netflix tracks people’s viewing preferences by the second. Cable and TV don’t.
Airbnb tracks where, when, and how long travelers stay and what they do and prefer. Hotels don’t.
What about you?
You have telematics and sensors. You have purchase data on what your customers buy and what they don’t buy. You know at what rate your customer stops buying from you. You have customer buying habits. Frequencies and dollar values. So, what do you do with all that data? Do you have employees who analyze and report back their findings? Do you act on those findings?
The change here is not in the equipment anymore. We have seen unbelievably rapid changes in the capital goods industries, in the machines, over the past two decades. Now, however, it is not about the machine. It is about merging all the data you own in your business with AI. By itself this is aa monumental shift. And this is only the beginning. The competitive advantage is changing. The rewards are going to businesses that have real-time analytics not those that have the most valuable physical assets.
This is where fusion comes into play. This is what is going to change the business models we have depended on for the past fifty years. The change in the business model will accelerate strategic thinking. It will allow you to evaluate the relationships that you have with each customer. After all we are in a relationship business. My changing my mind reflects my belief that companies will either adapt and adjust to this way of thinking and achieve incredible growth in value. Of they will be left behind and, in many cases, simply disappear.
In a recent book I read, “Fusion Strategy,” they introduce a thing called “Datagraphs.”
A Datagraph captures the relationships, the links, and the interrelationships between the supplier and the consumer. They are the basic building blocks of the fusion strategy. The concept of a datagraph came from social networks and graph theory but it required Artifical Intelligence (AI) and Machine Learning (ML) before it could become widely used. The datagraph gets smarter over time. It becomes better as the data becomes more widespread and better defined. This creates an advantage that I think you can see. That datagraph advantage redefines scale and scope. The very foundation of strategy.
Many of you are familiar with my belief that most people are linear thinkers. They proceed through life with a “if this is done this happens.” The world requires us to be geometric thinkers, there is more than one option in every situation. In the linear world business expanded their scale of operations by increasing sales. It was based on the company’s ability to access physical and human and financial capital. Essentially the barrier to entry into any market was financial.
Datagraph leaders are not concerned with absolute numbers, they want details. There lies the difference. You must accept that you don’t know what you don’t know. You won’t know until you get details at every level.
This presents us with a rather clear warning. Datagraph insights allow datagraph businesses to expand and grow. It is time for our capital goods industries to recognize this and adapt.
This is the challenge of AI. We can find out many things. However, you must know what question to ask. There is the sticking point. Who knows what questions to ask? Who knows what Datagraphs you need to develop? Let’s start at the beginning.
With Datagraphs we can understand what happened. So that is the WHAT. Next, we must figure out the more puzzling question. WHY.
This is a brief overview of what is coming to you. It is here now for many. We are confronted with the arrival of a new business model. That alone will be a rather large challenge. We are going to have to be much “smarter” in how we look at our businesses. It is no longer about improving the process and making more money. It is about serious analyses – descriptive, diagnostic, predictive and prescriptive. We will be covering this more in the coming months.
The Time is Now.
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Equipment Dealer Strategies for Growing Sales
Equipment Dealer Strategies for Growing Sales
Guest writers Steve Clegg and Debbie Frakes return with their blog this week covering the ways you can create lifelong customers in “Equipment Dealer Strategies for Growing Sales.”
The key to sustained success in selling equipment, parts, and service is to create long-term customers. And creating long term customers comes down to following several equipment dealer strategies that show your customers you care about their businesses and are invested in helping them grow their businesses, and that you know what works. Here are the golden rules for dealers that you need to follow:
In this article, we’re going to cover these rules and strategies, and how they make you more effective at selling equipment, parts, and service, all while developing more loyal customers.
Be positive with customers and say YES!
When talking with customers, you should always be finding a way to solve their problem. For example, if one branch doesn’t have the part they need in stock, find the part at another location, and tell the customer when they will receive it. You don’t want to tell a customer that you can’t do something, you want to tell them how you can. If you start with a positive reply of what you can do, there’s a 70% chance of closing compared to a 50% chance if you start with a no. If you’re the dealer that can effectively solve their problem, then you will continue to be their source for equipment, parts, and service for them.
How to respond when a customer needs a product or service from you.
Being positive and solving the problem shows the customer that you understand their needs and care about their problems. Here is an example of the hierarchy of responding to customers:
Stay on top of communication.
It’s your job to keep customers informed of service updates and order status proactively. If they must call and ask about something to get an update, it’s too late. One of the most important dealer strategies is to anticipate their questions and stay ahead of them. You also need to understand which forms of communication they prefer, and when is the best time to contact them. Communicating with customers on their own terms will make it easier to reach them and shows that you respect their time.
Answer the phone every time.
Answering the phone is critical for effective customer communication. Your team should be picking up on the third ring or sooner. The reason is that the call drops off rate is 20% per ring after three rings, and customer frustration is exponential for each additional ring and every missed call. Because only 2% to 4% of callers will leave a voicemail, answering the phone is an important first step in understanding what their needs and problems are. If you’re consistently not answering the phone or a customer has several bad phone experiences, they will start to look for another company they can work with for their equipment needs.
Managing expectations.
Managing expectations at every point of contact with your customers opens the opportunity to create a raving fan or to lose the customer. One of the most important equipment dealer strategies we can share with you is to always undersell and over deliver. Customers will eventually leave you for the competition if you are consistently falling short of your promised timelines. In fact, the number one reason for losing customers is mismanaged expectations. Be honest with them about when they will receive equipment and parts, when service will be completed, and your rental availability. Honesty and managed expectations will develop trust and strengthen relationships.
Our partner, Zintoro, can help.
By consistently providing value and outstanding service, you can build long-lasting relationships with your customers and increase their loyalty to your brand. Zintoro provides you with the monthly analyses of your invoices that show your customer retention rate, which customers you’re in danger of losing, customer purchase behavior that will help you anticipate their needs, and much more. They give you the tools and data you need to keep customers, improve communication, and increase your sales.
Schedule a Zintoro demo to find out how to boost your customer retention, track and accurately forecast business performance, and better communicate with customers.
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How We Teach – How You Learn
How We Teach – How You Learn
Our founder, Ron Slee, is back this week with a blog post that goes straight to the heart of our mission here at Learning Without Scars: How We Teach – How You Learn.
I have taught for many decades. During that time, I was primarily in classrooms, although sometimes it was in swimming pools, or tennis courts or golf courses. Not only did the venue change but also the age group of students changed. From infants who were taught to be able to swim and survive when on the water from the age of six months old to senior citizens who were afraid to swim. However, primarily I was in classrooms or lecture halls or auditoriums. A typical class size ranged from twenty-four students at round tables to several hundred.
I started teaching in the 1960’s so a lot of time has been involved in teaching and trying different methods to get students to “get it.”
I have always been interested in learning and understanding and not memorizing. I still want to be able to reconstruct my learning years and years later. If I don’t understand something, will I be able to remember it?
Which brings me to the specific subject of this blog. I want you to learn – to understand. So, I will never tell you the answer. I will ask questions of you. I will coax you into working it out on your own. I found out years later that this was called the “Socratic” way of teaching.
The Socratic method is a dialogue between individuals based on asking and answering questions. This method, attributed to the ancient Greek philosopher Socrates, aims to probe, and examine beliefs, leading participants toward a deeper understanding of truth and coherence.
Here’s how it works – the following comes from a google search.
Questioning Common Beliefs.
The Socratic method begins with commonly held beliefs. Socrates engages in dialogue with others, questioning these beliefs to uncover inconsistencies and contradictions.
Internal Consistency and Coherence.
Through a series of questions, Socrates scrutinizes beliefs for internal consistency (whether they hold up logically) and their coherence with other beliefs. The goal is to bring everyone closer to the truth.
Midwifery of Understanding.
Socrates likens his method to midwifery, helping interlocutors develop their understanding in a way analogous to a child developing in the womb.
Pedagogical Contexts.
In summary, the Socratic method is a powerful tool for critical thinking, encouraging self-examination and intellectual growth.
As Socrates famously said, “I know that I know nothing,” emphasizing the importance of questioning and seeking behavior.
I am sure I drove my students crazy. I used textbooks but never followed the sequence of the textbook. The students, conscientiously, would ask at the end of a lecture what the section or pages were going to be that I would cover in the next class. They wanted to be prepared. I never told them. In fact, I used to jump around in the book deliberately so that they could not prepare. I wanted them to listen to the lesson. I wanted them to have to think.
That caused me problems as a student. I didn’t want to memorize, and it cost me. In High School I took Latin and Geometry. There are certain things you do have to memorize. Like Theorems in Geometry. Like words in a new language. I got 38% in the first semester in both. The family wasn’t happy. So, I lost some privileges. Like weekends at the lake.
I spent the next three months with my grandmother. She worked my proverbial off. I completed the year with a 76% average. So, I learned a valuable lesson. One size doesn’t fit all.
Anyone who has been in a classroom with me knows how I work. I wander through the room. Watching everyone. I can see when people get it and when they are lost. I keep talking until I see the lights go on in everyone’s eyes. That really turns my crank. I still teach. Not every month like I used to but enough to know that things in the learning world are still the same. Once you get someone into a learning environment, they are subject to their teachers. They care about learning only if the teacher cares about teaching.
All our subject specific classes cover five plus hours. They have around twenty segments. Class segments and Support Material Segments. Each segment has a quiz at the end. The student must achieve a 60% score on the quiz to proceed to the next segment. We start every class with a pretest to determine the knowledge and skill level of each student before they start. We end every class with a final assessment. The students must achieve an 80% score to earn a certificate.
We are in the lifelong learning business. Learning is hard. It requires desire and discipline. If every person were to strive to be the best that they could be they would be learning every day.
The Time is Now.
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