Category Archives: Leadership

How To Become A Millionaire Consultant And Expert

Ross Kingsland How To Become A Millionaire Expert

How To Become A Millionaire Consultant And Expert

The journey to becoming a Millionaire Consultant or Expert is achievable but not possible for everyone. One of the greatest assets in your investment is your learning.

Many people have a negative association with learning after some unfortunate schooling experiences. However, you and I know that this is the first step to stepping up from those in your peer group.

If you understand something you have learnt it. If you are doing something you know it. There is a very important difference between the two. You can understand something intellectually, but it is only when you know your material do you own it. For example I understand how a car works, but I wouldn’t be able to build a kit car.

The first step to knowing and owning any material is to first learn it, and then apply it.

There are various strategies to accelerating your learning development. These are the 6 principles that we employ.

1. All Millionaire Experts are constant students

To be blunt, we have to be. It is our responsibility to our market and clients that we are at the forefront of knowledge of what others are communicating about. And the best thing is, by choosing a subject that you are passionate about it is a joyful experience. If you dislike learning, if you dislike constantly trying to develop then the Millionaire Expert industry probably isn’t for you.

2. They read the latest literature

Many experts slow their journey to millionaire expert (if they ever get there at all) because they limit their reading to one source. I recall in my MBA class when one of the lecturers on Advanced Business Strategy had begrudgingly admitted to reading a “airport lounge” management book and loving it. This moment of revelation to him opened him up to what other gems there may be on other book shelves. If you are academic, read “popular” management books, if you are a “no-nonsense local consultant” expand your knowledge through the academic papers that are produced. Subscribe to different blogs, read articles, notice what trends are happening in your industry, notice what the arguments are in your subject.

3. They attend the latest courses

Reading will get you so far in understanding the material presented in literature. However, it is your investment in a course that really accelerates your knowledge and skill levels. Humans have developed to remember situations, emotions and experiences. The courses that you attend and work on will engage you and allow you to immerse yourself into mastering a subject. It also provides an excellent opportunity to share ideas in a social learning environment with like-minded people. The connections that you make can often be worth the price of the course.

4. They invest in their own personal development

A Millionaire Expert always recognises the importance of their own personal development. We understand the significance that our own psychology has on success, both for our clients and ourselves. Imagine that you knew what you “had” to do to make your business successful but were struggling to overcome your story that you had developed about why you could never be that successful. As a result your success will always be limited by the belief that you have in yourself and abilities. Through investing in your own personal development you are able to smash through your limiting beliefs that have been holding your success back.

5. They invest in coaching

Every Millionaire Expert I have ever met and worked with knows the power of a coach. There are many articles every month in magazines that feature interviews with people at the top of their industries. One of the most common similarities is that they all have a coach. Look at the top athletes in the world. The Olympics is now so competitive that there are teams of coaches working with the best athletes in the world to give them the edge.

Everyone remembers who won the 100m final. Rarely do you remember who came 2nd. Let alone 3rd.

6. They are hungry to learn

As part of the Millionaire Expert elite I love meeting up with other like minded experts. We are all hungry to learn more. To understand what the other knows. To absorb it like a sponge. Do you remember how it felt when you first learnt something and were completely engrossed with it. You were like a child trying to understand everything about it. It is a fantastic feeling and the best part is, is that adds to your expert business.

If you have any questions about this or any blogs please feel free to contact me

How To Give A TED Talk

How To Give A Ted Talk:

TED Talks - Ross Kingsland - Millionaire Expert

The first question to ask yourself is this: What is your perspective?

At a TED Talks the Millionaire Expert is paid for their perspective. We can command the high fees because we have a perspective. The TED talks have been a brilliant example of where this happens regularly – although very few TED speakers are Millionaire Experts, but they could be.

It is new perspectives that drive changes in lives and open our eyes to things that we never knew possible. A new perspective can be divisive or inclusive. It can repel and bring people together.

It is the lifeblood of the Millionaire Expert. It is what sets us apart from experts in their field and, when positioned and marketed correctly, can deliver the lifestyle that most desire.

People want your considered, perceptive perspective

Your market, right now, wants your perspective but how you deliver that perspective can be the difference between a Millionaire Expert and a struggling expert in their field.

Let me be clear, in the Millionaire Expert space your perspective needs to be considered and perceptive. There are many experts who struggle to increase their position away from expert towards Millionaire Expert because of this.

There will always be those who take a different perspective from your own. However, if you are unable to convey exactly what has led you to that perspective it is nothing more than an opinion.

What do you mean?

As soon as you give someone your perspective on something they will try to understand what you are saying and, more rarely, why you are saying it. If your perspective is new or original you must help guide the audience in how you arrived at your perspective.

Remember, they want to you to help them discover it for themselves.

Convince me

Once your market have gained an understanding of your perspective, usually at a high level, in many cases they will want you to reinforce your point. How you convince someone is based upon the psychology of their convincing strategy.

While this is a book in itself, my summary is that you find out how they are convinced of something already and model that strategy.

Some people will be convinced by your perspective. Others will never be.

This might sound a little defeatist; however, the reality of a situation can often be more liberating. The only factor missing is that of time. Over a long enough period anyone can be convinced of anything. If you are unsure look at your own history. Every single experience that you have had has led you to develop your own set of beliefs.

Stand for something

Through communicating your perspective you do two things. You immediately put a line in the sand and say that you stand for something and you stand against something.

You are introducing your market to what you stand for or against or you are reinforcing your existing position. With famous pundits on TV you almost know that if there is a story about XXX on the news that they will interview YYYY.

This is because their perspectives are well known. The television companies know what they stand for and what they stand against.

Your market and audience want to know what you think

As a result your market and clients want to know what you think on issues that affect the Millionaire Expert space that you are the authority in.

This does several things for you and your market. It helps them to feel closer to you, the Millionaire Expert, during these issues. It also lets your perspectives to be adopted by them.

How often have we all found ourselves quoting what a Millionaire Expert has said? I know that I have. When I first got into the Millionaire Expert space I found myself quoting what I had heard from others.

Your market will use your perspectives in one of two ways – they will quote you directly or pass off your perspective as their own. I should stress that the latter way may be intentional or unintentional.

Regardless, your perspective will be adopted by your clients and market, you can use this opportunity to craft something that will increase your influence and market reach or allow it to be used in a non-profitable way for you.

Don’t rant – no one cares.

There is probably no quicker way to alienate a market or your clients than with a rant. Your perspective is very important to establishing your character standpoint and story as we have already discussed, however, should your perspective turn into a rant very few will stick with you, in the short or long run.

One of the biggest problems with ranting is that it is highly emotional and negative. Usually our best work is not produced when these two forces combine.

The rant is what poor corporates put in emails to each other about their bosses, customers and colleagues. Have you ever received an email from someone who ranted about something? It quickly becomes tiresome.

A rant is not to be confused with a strong case that is put forward based upon reasoned thinking and perception. I have seen some Millionaire Experts giving brilliant impassioned speeches about a subject that is highly emotive. The skill is that this communication has been carefully developed with a specific outcome in mind. It is not to simply a tirade to make themselves feel better.

Have a point that people can rally behind.

This might sound obvious. But it is too important for me to leave out and assume that everyone reading this book is aware of this.

Have you ever had someone telling you a story which goes on, and on, and on? You are engaged with them. You are listening intently. Your expectation is that there will be a punch line or a nugget of information at the end. Then without you realising it their story has fizzled out. You politely laugh and change the subject while thinking to yourself “that’s 10 minutes I’ll never see again”.

With any perspective that you are communicating, deliver it in such a way that the recipient will appreciate the payoff of exchanging their time for you.

Build and reinforce on your Millionaire Expert position

Crafting how you deliver your perspective is an art in itself. For this section consider that your perspective must continually add value to the market place and reinforce your position as the Millionaire Expert in that field.

There are several ways in which it is possible to do this.

  1. Preframe your message with your position. In simple terms this means to introduce yourself in no more than a sentence before starting your message. This works very effectively in video, audio and longer written pieces.
  2. Inframe your message. This technique is very common in conferences and seminars and usually occurs after the attention of the audience is captured by the Millionaire Expert.
  3. Postframe your message. Think of this as the sign off that a newsreader may give at the end of a news story. This is highly effective at the end of shorter pieces of information and material.

Select several Millionaire Experts and watch how they use these three frames for their positioning. I recommend that you experiment with different strategies to find what works best for you. A quick way that you can experiment to see what if most effective for you is to trial a number of YouTube videos and use their analytics feature to understand when viewers skip forward or worse, switch off.

How Do “Suck Ups” Damage Your Business And Career?

Suck ups in your business

  • Why do we hire the people that we do?
  • How do we get “suck ups” in our business in the first place?
  • Most importantly – what is the effect to your bottom line?

In working with many large organisations I always ask to see the documents that describe leadership or management behaviours that are expected. Typical examples include: “communicates a clear vision” or “helps people to develop to their maximum potential”.

I have yet to find one profile that includes “effectively sucks up to management”. Although, somehow, these people infiltrate organisations. While almost every company says it wants people to “challenge the system” and to “be empowered to express your opinion” and “say what you really think” there sure are a lot of performers who are stuck on sucking up.

Leaders say they don’t encourage sucking up – or do they?

Almost all the leaders I have met say that they would never encourage such a thing in their organisation. I have no doubt that they are sincere. Most of us are irritated, if not disgusted by these gluteus maximus kissers.

Which raises the question: if leaders say they discourage sucking up, why does it dominate the workplace? And keep in mind that these leaders are generally very shrewd judges of character. And yet they still fall for the super-skilled suck up. They still play favourites.

The simple answer: We can’t see in ourselves what we can see so clearly in others

I use this test with my clients to demonstrate how we all unknowingly encourage sucking up.

I ask a group of leaders “How many of you own a dog that you love?”

Big smiles cross the faces of the executives as they wave their hands in the air.. They beam as they tell me the names of their always-faithful hounds. Then we have contest. I ask them “At home, who gets most of your unabashed affection? Is it a) your husband, wife or partner, b) your kids or c) your dog?” More than 80 % of the time the dog is the winner.

I then ask the executives if they love their dogs more than their family members. The answer is always a predictable but resounding no.

My follow up question: “So why does the dog get most of your attention?”

Their replies are all similar: “The dog is always happy to see me”, “The dog never talks back”, The dog gives me unconditional love, no matter what I do”. In other words the dog is a suck up.

3 step process for finding out who is a suck up in your team

  1. How much do they like me? (I know you can’t be sure. What matters is how much you think they like you. Effective suck ups are good actors. That’s what fawning is: Acting)
  2. What is their contribution to the company and its customers? (In other words, are they A players, B, C or worse?).
  3. How much positive personal recognition do I give them?

What the 3 step process means to your business

What we’re looking for is whether the correlation is strongest between one, and three or two and three.

If we’re honest with ourselves, our recognition of people may be linked to how much they seem to like us rather than how well they perform. That’s the definition of playing favourites.

And the fault is ours.

We’re encouraging the kind of behaviour that we despise in others. Without meaning to, we are basking in the hollow praise, which makes us hollow leaders.

This quick self-analysis won’t solve the problem. But it does identify it – which is where change can begin.

For more information that would help the business performance of your organisation you can contact me at the following email: Ross@incpetionbusinesssolutions.com

The 5 Biggest Myths of the Successful Entrepreneur

Entrepreneur Ross Kingsland

As the rise of entrepreneurs continues in our communities today there have been a lot of myths and untruths that have developed. Many of these have been “discovered” through academic and government research, although asking civil servants and academics for their insight into entrepreneurship is a little like asking the beer-belly football supporter how he would score a goal during the World Cup Final.

Myth number 1: Successful Entrepreneurs are self-starting loners

Successful Entrepreneurs are very good at the initial idea, the genesis of a business. However, they are also quickly recognise what is within their skill set and what is needed to get a business moving. They understand that speed to market, especially in the digital age, is critical so they build networks, form virtual teams, outsource tasks, project manage and use a coach to keep them focused.

While the idea remains theirs they can only grow the company to a point. Those entrepreneurs who are most adapt at growing companies in the fastest possible time assemble teams who are committed to the tasks the entrepreneur sets.

Amid this, the entrepreneur can be easily distracted, easily lose sight of the big picture. At which point all successful entrepreneurs have sought a coach. This is to help keep them focused on what they are doing and what needs to happen next.

Myth number 2: Successful Entrepreneurs are academically brilliant

Ken Robinson’s brilliant TED talk “Changing Education Paradigms” is now a recognised internationally as a bucket of cold water to our hungover education system. The education system was designed for the industrial age – not the digital one.

In fact recent research from Illinois showed that 44% of high tech entrepreneurs have a bachelor’s degree, 30% have a masters and 4% have an MD, only 10% had a PHD.

What successful entrepreneurs are exceptional at is investment in their continued learning. We recognise that to stay current and competitive the entrepreneur must invest in themselves first to gain and acquire knowledge.

Myth number 3: Successful Entrepreneurs have innovative and novel ideas

There are over 7 billion people in the world today, right this second. Which from a statistical view means that there is no such thing as an original thought. Everything you have ever thought of has already been thought and done.

So what are successful entrepreneurs good at? Action.

They seize the opportunity and follow through to completion against the odds, against the competition, against the disbelief and negativity of others.

The Wright Brothers soared into the history books with the first powered flight over a set distance. However, they were not the only people trying to achieve this feat at that time. Amongst others was Samuel Langley, a famous astronomer and scientist who had full time staff at his disposal and a $50,000 government grant from the US War Department. He was a Harvard professor and former Mathematics professor at the Naval Academy. His influential friends included Andrew Carnegie and Alexander Graham Bell.

And he was beaten by some bicycle shop owners.

Myth number 4: Successful Entrepreneurs are business gurus

Successful Entrepreneurs are outstanding in their own business, and know that market inside and out and are able to anticipate their needs and wants.

When I met Richard Branson he told me that on his birthday he was in a board meeting and his group of company directors were discussing the figures for the year. There was a lot of discussion about net and gross profit. Richard sat there and asked at the end of it “so are we doing well?”. His senior financial advisor spoke with him afterwards and said “Richard, do you know the difference between net and gross profit?”. “No” he confessed. At which point his financial advisor drew a picture on the wall that showed a school of fish and a big net catching some of them.

It was his 50th birthday.

Myth number 5: Successful Entrepreneurs have all the answers

Successful Entrepreneurs learn many things along their journey from just “entrepreneur” to “successful entrepreneur”. One of the biggest lessons that they all confess to is truly understanding themselves. What they are good at, what they are bad at, where they need support and where they excel.

Most have built their businesses around their strengths whist acquiring people to supporting them through their weaknesses. Speak with any truly successful entrepreneur and they are hungry to hear what you have to say, they want to know your thoughts, they want to see how you can help them. Because they know that their success can just as easily slip away due to arrogance and hubris.

A successful entrepreneur is always a student, and always applying their new learnings.

If you enjoyed this blog please feel free to share it, leave comments or contact me directly at ross@inceptionbusinesssolutions.com

Do You Fall Into This Trap When Trying To Influence Someone?

How Do I Negotiate Better

Have you ever had a situation where someone was committed that they weren’t going to move on something. No matter how many alternatives you suggested? It might be at work or it might be at home.

Him: We never go out anymore

You: Why don’t we go out tonight?

Him: Where were you thinking?

You: How about the cinema?

Him: Not really anything I want to see

You: Quiet drink at the pub?

Him: It’s a bit cold

You: How about a 2 for 1 meal?

Him: I’ve got to be up early in the morning

You: Fine! We won’t go anywhere then!
This is called the “Yes, But” Game. It goes nowhere and is a psychological game we all play. Unfortunately most of us get into this game when we are trying to influence or convince someone of something.

Why is this important?

This is one of the most common traps in a conversation that we can all find ourselves in without realising it.

I posted this on LinkedIn and many of the responses that came back focused around open and closed questioning techniques.

These work fine – to a point.

The reason is this – the example conversation has nothing to do with wanting to go out. It is started by the man who wants to reinforce his belief that they never go out.

If you fall into the trap of playing his “game” you will ultimately lose because the game you started cannot be won playing by his rules – in other words if you offer solution after solution you will eventually get exhausted of his excuses.

Step 1

The first step to get out of the loop is to have awareness that you are suddenly playing the game.

Step 2

Next immediately stop playing the game.

Step 3

Agree with their initial comment. It is very difficult to disagree with someone who is agreeing with you

Step 4

You now have two choices:

a)   Redirect the conversation by asking them how to solve the problem – this must be done elegantly so it is not noticed by the other individual

b)   Acknowledge their belief and then physically leave or change the conversation completely

For examples of where this example of negotiating has worked in corporate environments have a look here:

http://www.inceptionbusinesssolutions.com/Management.html

Best wishes

Ross

ross@inceptionbusinesssolutions.com

Not All Marketing Is Created Equal

Tell me if this conversation sounds familiar –

“We tried that but it didn’t work so we haven’t tried that again”

Imagine if you had a baby who saw everyone else walking around upright on two legs and tried to stand then walk….. but fell over. Do you think they have the same thought process?

I regularly hear of businesses large and small who try a marketing tactic and do not get the result they were hoping for and form a quick belief that because it didn’t work for them, it’s not worth investing further in it and look for an alternative.

Marketing has never been more powerful or influential in generating and increasing sales to a business. It is a Formula One car.

The only problem is – not everyone is a Formula One driver.

As I write this I am imagining that you can drive. However, would you be able to win the Monaco Grand Prix if you had a Formula One racing team?

Two factors will determine your success.

How well you can drive a Formula One car and how well you know the track and opponents.

In other words – exactly the same as marketing.

When you hear of companies making incredible business growth a lot of it is developed through the same marketing activities that every business has at their disposal. The difference – they know how to use their marketing Formula One car and they know the track and opponents better than anyone.

What Is Your 2013 Business Strategy?

2013 Business Goal Setting Ross Kingsland

2012 is nearly over. Some of us met our goals, some exceeded them and some can’t remember what they said 12 months ago. And now 2013 is fast approaching.

It is at this time that we reflect on how successful our business and lives have been over the last year.

Many will blame the economy. Some will blame circumstances in their lives. A handful will blame themselves.

One thing I do know through years of coaching and working with businesses is this. For many business owners, goals are nothing more than hope.

If it happens – “great”, if it doesn’t happen then the “maybe next year” mantra is rolled out.

And it is not because our intentions were anything less than good. We set out with a strong idea of where we want to be and where we are going – but something happens along the way. 12 months is a long time in business.

Some of us struggle, get caught out, rely on a “good” economy to keep our business going. The reality of business is very different. Unless you are adapting, flowing, continiously improving you will not achieve your goals.

Then there are a few who not only survive in a recession – they actually become more successful. I am fortunate enough to say that this is one of the business principles that my business is leveraged by. When a recession is here – we celebrate.

Here’s the truth about recessions: There are more millionaires created during a recession than at any other time of an economic cycle.

Why does this seem counter intuitative to your experiences?

The amount of money that is in the world has not been reduced, it is simply in someone else’s bank. This means that while one business may be struggling that same money is invested elsewhere.

So how do the millionaires succeed where other businesses fail? Strategy

Let me give you an example.

Imagine that you are about to set off on a car trip from Land’s End to John O’Groats. Would you simply get in the car, unprepared and set off driving without a map, checking the fuel or car condition? As an intelligent person I would imagine that you wouldn’t adopt this approach.

Instead what do we do? We plan the route with the use of maps, perhaps speak wtih friends who have done the whole or part of the journey, ensure you have fuel in the tank, check the tyre pressure and water levels, assess how long the trip will take and factor in your timescales.

Then you get in the car and drive. You know where your destination is and you know what roads and changes you need along the way to ensure you reach your destination.

Imagine this, even as you are driving in the dark with your headlights just showing a couple of hundred meters ahead of you – you know that you are still on the right path.

Why does this work? You had a specific outcome that you wanted to achieve and you planned how you were going to achieve it, then you made that decision to start the journey. And if, like me, the journey has not gone quite according to plan – did you stop and give up? You ask directions, get help – maybe even use the Sat Nav.

And then you finally arrive at your destination. You’ve been through some experiences to achieve it. But it was worth it in the end.

How can you use this for your 2013 Business Strategy?

Start today by writing down your answers these questions to develop your strategy

1. What specific goals do you want to achieve by the 31st December 2013?

2. What are your current resources and skills?

3. What resources and skills will you need to achieve your goals?

4. How can you get access to the resources and skills to achieve your goals?*

*remember: what got you here will not get you to your goal

5. How committed are you to achieving your goal on a scale of 1 – 10 (1 being not very, 10 being 100% committed, nothing will stop me!)

Everytime I ask the last question everyone says 100%.

If this is so then why do so many of us not achieve our goals? Lack of action and committment.

Whatever your goal make it a MUST not a WOULD BE NICE.

Many people talk about what they are going to do, few actually take action and do something. Be one of the 0.01% that seize the opportunity and make a decision to create the business that they want, on their terms.

So, when would now be a good time to make your decision?

 

In friendship

Ross

ross@inceptionbusinesssolutions.com

 

I HAD To Share This With You – What To Avoid When Presenting To Your Board

I’ve recently read some well intentioned advice from mentors, coaches, experts and gurus who have all come from similar positions.

They are hired to go into organisations and advice buisness owners on what they need to do to take their company to the next level in whatever skill set that may be. I saw one consultant offering advice to a marketing executive who was trying to convince his MD about the value of marketing. It read:

“…….ask him where he spends his money: whose shirt is he wearing, which car does he drive, who does he bank with, which airline does he use, which is his favourite restaurant, which phone is in his pocket, which gym he goes to, what laptop does he use and so on.

Then ask him why, and if he says anything like I feel good in them, it’s cool, it’s convenient, it’s cheap or luxury, the people are friendly, the product does what it’s supposed to, I keep going back there because they know me – that’s all Marketing.

If that doesn’t work, ask him where next year’s new and returning customers are going to come from if there’s no communication outwards or brand building, no understanding of what value you’re offering at what price, no product innovation and no understanding of what it’s really like being a customer”

This was painful to read.

Imagine if you were the MD receiving these questions from a marketing executive who is basically calling you an idiot.

So, why is this approach so ineffective? It starts from the position that you are right and he is wrong about how to run his business.

And no one likes to be told they are wrong. But everyone does have self doubt on something in their lives. It’s natural. It’s what keeps us moving forward trying to find ways to improve and be more efficient.

How can we reposition this that will be eloquent?

FIrst off we need to start from the position that they are fine as they are, in whatever they are doing. They do not need to do anything to their business if they do not wish to.

Everything in the world has a cause and effect. If you do X then Y will happen. If you do nothing then Z will happen.

If the MD decides to invest in marketing (X) then sales / brand awareness / customer loyalty etc (Y) will increase. If the MD does not decide to invest in marketing then it is possible that you will lose sales, brand awareness will decrease, customer loyalty will fade (Z).

As soon as you become emotionally attached to the situation your judgement becomes clouded and the most effective action to achieve the goal may not be pursued.

With the example above, what was particularly interesting was that the conversation was about what the marketing executive wanted to do – not what the business needed or wanted to do.

If you were the MD how would you feel?

I emailed the maketing executive separately to give some caution to the “well intentioned” advice from the “expert” to consider his approach to influencing a a senior executive. Watch this space.

For more non positional influencing strategies I recommend I’m Ok, You’re Ok by Thomas Harris available at amazon.com

http://www.amazon.co.uk/Im-Ok-Youre-Thomas-Harris/dp/009955755X/ref=sr_1_1?ie=UTF8&qid=1352991286&sr=8-1

What Is The First Word You Think Of When I Say “Sales Person”?

“Greasy”, “deceptive”, “liar”, “slimy”, “manipulative”, “sleazy” one person shouted out “great guy”

So I asked “how many of you in this room are sales people, raise your hands?”

About 50% of the room raised their hands.

However, not all of them were aware that they were sales people.

“If you’re an owner of a business you had better be raising your hand” a further 30% raised their hand, and my last question had 99% with their hands in the air….

“If you are a parent you had better be raising your hand”

And I used the example because are kids great sales people. You don’t have to teach them with how to deal with rejection, they let it pass on by and keep coming. “You can’t have an ice cream” 10 minutes later they’re licking a cornetto with a smile on their face. No one taught them any scripts, nothing

What I want you to understand is that the single most important skill in life come down to one thing. We hate the word selling and all the negative conetations that come with that, but it’s the word that all leaders have.

So I’ll give you the word that it really is – influence.

What changes companies? Leaders. The only way to change a company is leadership.

Leaders solve problems and maximise resources.

If you could solve the problems then it would already be solved. You have to get others to help you do it, and that requires influence. If you can get people to maximise thier resources that requires influence.

If you’re going to get people to partner with you, provide resources or capital you need influence, develop supplier relationships. If you’re going to have an impact on your kids, on your community on the world then it requires influence

And yet most of us think of it as selling as so we don’t master it

If you can’t influence, you can’t lead

But if you can influence powerfully, intelligently and with integrity there is no limit to what you can envision and make real.

And if your influence becomes more than you just you and you are able to influence systems, people, companies, cultures,

If you can turn other people into influencers, now what ever you envision about can be made into reality.

So the question becomes, how do you influence? And how effective is your current strategy?

Is Your Business Marketing Tactically Or Strategically?

Many clients and business professionals I speak with often confuse the two and regard nearly everything they do as strategic – well it sounds more professional for a start. But dig a little deeper and businesses rarely utilise a strategic marketing approach.

There is a considerable risk in the tactical approach.

Running a business from a tactical perspective always means that you are chasing one marketing campaign and launching straight into the next one. When I was launching a service provider into the health sector I came into the role of Marketing Director and found that their marketing department was very busy being tactical with no overarching strategy. There was no reason for many of the tools that were being employed other than to “be seen by our customers and maybe we’ll get a few sales”.

So the company had gone from one conference or trade show to the next trying to showcase their service. Short term the tactical marketing strategy had a limited success. A handful of leads were generated and of that a small percentage converted.

The strategic approach

Now I’m not saying that what I did was brilliant or even clever, as someone who has always got to the route of a problem quickly we discovered that by the nature of the tactical approach the customer leads that were being generated were next to useless. Here’s why.

In the National Health Service staff change roles and responsibilities frequently. The single biggest problem with the marketing tactics that were being employed was that it targeted individuals that were only usually in their role for one year. This was significant because it meant that each year the sales team had to go out and start the sales process all over again with brand new prospects who had never heard of our organisation before.

First thing I did was identify the target decision makers in each area of the country and started to build a marketing campaign around the existing relationships that we had and leveraging that for strategic referrals and relationship building. Recognising that resources were limited I approached a company who was in a similar space with a complimentary service and formed a joint venture. This meant that they were also marketing our product in front of the customer even when we weren’t there. I called it a pincer movement.

By embedding our service into the heart of the appropriate NHS service at a strategic level the company saw a rise in profits from £48k in year one (at which point I was brought in) to £3.4million by year 3.

I’m pleased to say that we were able to do this at a time when the NHS was being completely reorganised with a reduction in spend of up to 50% in the areas that the company was working with.

My advice would be that by focusing on tactics you will only ever achieve the level of success that tactics will bring.

A strategic perspective in your approach will bring the rewards you really are aspiring for.