The Industry Experience Myth

“But do you have any experience in my particular industry?”

experience-leadersWe may not.

And that’s the good news.

Because we don’t have any experience in your industry — but have a whole lot of experience marketing everything from staffing services to air freight and chocolate candy – we are the most qualified to help you.

Anybody who sells marketing services – whether they are marketing resource companies like us or ad agencies or consultants or whatever else – has heard the specific experience question. There is the feeling among clients that specific experience equals greater success. The fact is, it ain’t necessarily so.

Here’s why.

The “no experience” card is repeatedly played by well-meaning people. The thinking goes that specific industry experience – say, “insurance,” or “quarter turn ball valves” – is the price of admission to be considered for a project or account. The opposite is often true.

The basics of marketing are the same regardless of your business. We know, your business is different. But the dirty little secret is that the company exporting banana pudding to Luxemburg has the same marketing needs as the outfit with the killer app that keeps track of your Schnauzer. The products are different, but the goals will be remarkably similar and the basic techniques to reach the goals will look familiar.

Look for new, fresh, innovative ideas based on sound marketing principles. Don’t shut out enlightened experience and thinking just because the nice people across the table didn’t get their feet wet on your factory floor.

(c) 2015 EXTEND MARKETING

Consultant or resource: which is which?

Elzy Wright is famous for saying that “a Consultant (or expert) is anybody with a briefcase who is more than 50 miles from home.”

Funny. And sometimes true. We’ve certainly serve as consultants to some of our clients; and, yes, some of those clients are more than 50 miles from Atlanta. And to be perfectly honest, we both own briefcases, although one looks amazingly like a backpack.

We have nothing but respect for consultants, no matter their field of expertise. People who know what they’re talking about can be an invaluable part of a company’s growth.

But there is another category of expert, and knowing the difference between the two can be a big step toward company growth and your profitability. We’re talking about the “resource.” Put bluntly, sometimes you don’t need to be told what to do; you already know that. What you need is somebody to do it, somebody to execute programs to meet specific goals. That’s what a resource is for.

A client of ours didn’t need to be told he needed a company-wide meeting for all employees. What he needed was for someone to plan and execute the event.

A client with a full range of marketing skills on hand needed a presentation to an important constituency. What should she say? Who would write it? Enter the marketing resource.

A highly experienced marketing resource (yes, like a highly experienced consultant,) can end up saving money, loads of time, and you’ll end up with a better product. The best way to pick a resource is to look for someone who has boots-on-the-ground experience in the area where you need help.

Don’t be put off by the “but these people worked only for big companies” prejudice. That means they have the experience and the knowledge.

Sometimes you’ll need the wise counsel of consultants; sometimes you’ll need the hands-on skills of a marketing resource. And you’ll benefit from knowing the difference.

© 2015 EXTEND MARKETING

Two questions to ask yourself about your next presentation.

call-for-presentations

If you want your next presentation to be a home run, here are the questions you must ask. Then you must be prepared to act on your answers.

Question one: (This is the hard one, because you must work on the answer until you get it down to one sentence.) “What do you want to happen when the presentation is over?” Sometimes the answer is easy. “We want them to give us the business on the spot.” Maybe it’s, “We want open weeping in the audience while they clamor to make sizeable donations than exceed our wildest dreams.” “We want the audience to be aware of the rapid decrease in sales.”

You presentation will be better the more specific you can be. Once you answer question one, then you can begin to target your presentation to meet your goal.

Question two has two related parts: “Who is the audience, and what do they want to hear?” Once again, be specific. If the audience is 200 salespeople who are between the ages of 30 and 50 and are having trouble meeting their quotas, write that down. If they want to hear that there is a new incentive program, or that the sales forecast is for a 20% increase of market share, then lay that out.

The less you know about the audience, the mushier your presentation.

As you ponder question two, remember the lowly lawnmower. Millions of lawnmowers are sold every year, but nobody buys lawnmowers. Instead, people buy short grass. What’s the short grass?

Finally, here is a universal truth that is sadly ignored far too often: the PowerPoint or whatever other nifty technology you use is not your presentation. You are the presentation. Graphic support, or slide support, or whatever you want to call it, is just that: support. I’m taking nothing away from PowerPoint, its sisters, brothers, offsprings and close friends. The proper use of technology, scribing, interactive media, audience participation and other keen techniques can make your presentation one that will literally never be forgotten. (This does not include the audience members who didn’t want to be in there in the first place. Disappearing elephants won’t get them to pay attention.)

“But,” you exclaim, “all I have is my laptop, PowerPoint and a time slot just before the cocktail party. What do I do?”

That’s not an easy question to answer. There are a lot of supposed easy answers you’ll see in posts on “Ten Sure-Fire Steps to a Winning Presentation,” but the reality is effective presentations take a lot of work. If you take shortcuts, it’ll show. Every single time. If you’re speaking to a critically important audience, you might consider getting some help from a professional.

However, if you can’t use a pro, here’s a way to develop a presentation that will do the job.

Honestly and completely answer the two questions above. This, alone, is a giant step forward. Then do this:

Write out word-for-word what you want to tell the audience. Then read that out loud and make corrections.

Take that narrative you have written and outline it. All you want is a numbered list of key points.

Take those points and make one slide for each point. Make the type nice and big, put it on a colored background, and don’t use more than 9 words per slide. If you have relevant photographs, use them, but don’t cover up the type. Charts and graphs can be a problem. If you must use them, make them simple, and, even then, use them sparingly.

Rehearse your presentation over and over until you’re sick of it and your delivery is as natural as telling a teenager they can’t borrow the Porsche for the high school prom.

Keep it under 12 minutes, smile, and you’ll be fine.

(c) 2015 Extend Marketing