Yes - We're Alive! It's True!

Big News at Tractor Beam Marketing!

Business is like a box of chocolates. You buy it, put it on the counter, and someone comes along and picks out all the good ones before you get a chance. (We love the square caramel ones...and the nuts...Mmm!)

Well okay, maybe it's not quite like that (unless that somehow made sense?). But one thing is for sure; things have a way of unpredictably changing. As most business people would know, the trick is adapting, adjusting and learning to bend the change so it works to your advantage.

You may have noticed we've been a little silent lately. It's actually been WAYYYYY too long, and for that we apologize. And yes - as you may have suspected, change is in the air (someone's been picking out the chocolates). After spending more than a year doing public speaking, online training and marketing consultation, we made some major adjustments in the past several months which introduced a part of our business which we had previously suspended. 

We re-introduced our web development & full branding design services, which has kept us very busy. And early in 2011, our biggest change occurred when Jake Bergen, our Marketing Director (he was a chocolate covered nut, we're quite certain), took on a reduced role in stepping away from Tractor Beam. Currently, Jake periodically resumes his role to act on a consulting basis for various clients.

Microtek Corporation Meets the Tractor Beam


James Rozak, the Creative Director at Tractor Beam has carried on with the program, and recently, a new alliance has been established. Tractor Beam has joined it's creative services with another local web development business, Microtek Corporation! The new alliance lends the marketing & branding talents of Tractor Beam Marketing with the incredibly gifted programmers of Microtek Corporation. Microtek Corporation is a well established business with a long successful track record of web services, with the capability to develop virtually anything imaginable for the internet.

James has long been associated with Microtek Corporation throughout the past 10 years, and the decision to act as the Creative Manager for Microtek was an easy fit. So standby for further updates as we bring further announcements regarding Microtek and Tractor Beam. James is currently working with the Microtek team to revamp their website and branding presence. We're looking forward to showing off the new website soon!

We have some more exciting news coming soon!

Does Your Branding Suck?

Does Your Branding Suck? - Podcast MP3

Every day I see something that astounds me.  

Companies trying to do legitimate business with branding and marketing materials that look like they were put together by kids in kindergarten. Their branding sucks and they don’t even realize it!

The truth is that most of these business people are probably great at the work they do; whether they are lawyers, plumbers or retail merchants. But the reality is that if your marketing stinks, the vast majority of people will not take you seriously. If you are trying to get someone to buy into your expertise but you will not hire someone to help with the things you are not good at, it is a mark against your credibility.

Many small business people don’t get that. They don’t see the value in hiring a professional to design their logo/website/brochures, etc. But your brand is more than just a logo, it is the image and overall perception of your company.

And customer perception is that if your image sucks, your business sucks. Just because your word processing program has a brochure template doesn’t mean that you should use it, unless you genuinely know how to get a quality result… and most people don’t.

If your website has a tile background that looks like a pattern from kids pajamas, or if your brochures don’t mach your signage; here are a few things you can do to enhance your image:

1. Figure out not only what you do, but what makes your company different from all the other companies competing for the business of your prospective clients. Then write it down. This is called a ‘Unique Selling Proposition’, or USP. The value of a USP is easily summed up by looking at the meaning of the words that make up the acronym. 

Unique: it is important to stand out and get noticed. 

Selling: you might like to build widgets, but no matter how much one may dislike salespeople; if nothing is sold, no money exchanges hands and you don’t have much of a business. 

Proposition: the offering of your products or services to others so that a purchase can be made. If you don’t ask, you’ll likely never make a sale. Simply asking increases your chances of selling exponentially!

2. Reflect your company’s USP in everything that you do.

Make it your company policy to look a certain way, act a certain way, and communicate in a way that reflects the owner’s vision for the company. A great business in one that lives and breathes it’s Unique Selling Proposition.

3. Be consistent. Whether it be your website and other online presence such as Social Media; make it match your brochures, business cards and other communications. You can have all the pretty advertising in the world; but if it is inconsistent, there will be no tie-in in the minds of your prospective customers.

Don’t make people put effort into figuring out which company is communicating with them. Take companies like McDonald’s and Coca-Cola. Like them or not, you can spot their communications from a million miles away. It would be wise to work toward the goal of being that recognizable.

As simple as these things are, there are people who can read articles like this for a hundred years and still not get it. So if you understand these concepts, find someone who can help you implement them. Just doing that will set you head and shoulders above 95% of the other businesses out there, and set you apart from your competition!

Jake Bergen is the Marketing Director at Tractor Beam Marketing, the author of the eBook ‘Social Skills: Facebook Basics for Business’, and the founder of Social Media Club Edmonton. Contact can be made through www.thetractorbeam.com; and if you enjoyed this article please share it! All posts on this blog © Tractor Beam Marketing Inc.

There's Nothing Like A Little Controversy…

I had an interesting email come my way the other day, and I thought that I would share it and my response because it brings up a few important points. It is in response to an article that I published back in March entitled ‘How To Be A Good Customer'.

Dear Mr. Bergen:

I can't believe you have the audacity to print this article, I would be embarrassed to put that in print. However, as it is your right to express your opinion, it also my right to ask any business owner if there is a better price, they can say "no" without getting snarly. Bargaining is the rule in many cultures, it doesn't have to turn into a confrontation. In many cases even if the business says it's the best price, I still buy, even at higher, small business price, because I get the follow up service most times.

What about the business that does a job, or part of a job, takes your money, then disappears when you need follow up service, or completion? I know of a couple that hired a contractor to do some renovations with a time line of about twelve months. Twenty months later, they are still being "held hostage" by the main contractor, job still not completed to date. Sound's to me like they are getting "raped" as you put it.

Have you ever heard the expression "caveat emptor" (buyer beware)? Would you have the consumer just blindly pay any price that is offered? If so, I'll sell you that box of 27 nails for $100. It is the consumer right to challenge the business.  You're right, you can't bargain on that box of nails at the hardware store, that's just the way it. Is. "Only the strong survive", same is true of the business world, if you can't compete, you're gone! It's a mean old world out there, the naive will be weeded out, like it or not.

There are two sides to every story so don't expect the consumer to pay an unquestioned amount for goods or services blindly. There's nothing wrong with politely asking if it is the best price. If I don't think so, I'll take my business elsewhere, my right. Just as it is your right to set your price to whatever you like.

Don't most businesses shop around for the best cost for their supplies? I would think so.

M.A.

Sherwood Park, Ab

---

Hi M,

Thanks very much for your comments, they are appreciated. It took me a minute to figure out what you were speaking about because the title of the article must have been changed by the newspaper, which is a common occurrence for the purpose of laying out their pages. I released that article a few months ago, and am interested to find that your local paper must have just printed it (or re-printed it) now. FYI, the original article in its entirety can be found at http://blog.tractorbeammarketing.ca/blog/2010/03/how-to-be-a-good-customer-complete-version.html.

You are exactly right; there are businesses who basically 'rape' their clients in terms of taking advantage of them in an almost heinous way. It is sad but true. The problem is, that is what gets all the press; and because of this, more people seem to be getting adversarial in their approach to small business owners. Shows like 'Holmes on Homes' highlight a very real problem; but in the minds of many consumers it has become the rule rather than the exception, which is simply not true. This mindset can easily lead away from a healthy 'check a company out to see if they are legitimate and do good work', to a problematic 'treat them like jerks because they will eventually treat us like jerks anyhow'. A preemptive strike on the part of the consumer is not conducive to their plight of finding a quality provider for whatever it is they need.

Because the media is so saturated with the horror stories of dishonest or misbehaving vendors, I don't believe I have ever read a media report that was the opposite... and that seems so out of balance to me. My intent was by dumping everything I had on the empty side of the scale, it might bring a balance about in people's minds; but if you read the entire article (which was originally published in newspapers as a two-part article), the second half does bring in a more balanced viewpoint; and might even be in your paper this week. The first part was purposely a little more controversial because there is nothing like a little controversy to capture someone's attention, would you not agree?

I find your response very interesting because since its release in March, this article has been read hundreds if not thousands of times, and I have received almost entirely highly-positive feedback. A few people (generally not business people) have not agreed with the entire article, but yours is by far the most vehement opposition I have received to date. And I do appreciate that there hasn't been a lot of this viewpoint shared to date, which in itself could cause a little bit of shock. But hey, I do have somewhat of a platform, so I might as well use it to do what I feel will be the most good for small business people. Incidentally, if this is your first time reading it, my column each week is geared to small business.

Regarding your comments as to your own actions; if you ask for a deal that is one thing, and you are correct, no one can stop you from asking. But if it turns into hostage-holding, check yourself and think about the other person who has no doubt factored in fixed costs and operating expenses, and is trying to turn a profit to pay employees and put food on their own table. That is all, plain and simple. I guess it goes back to the Golden Rule. 'Do unto others as you would have them do unto you' applies not only to business people, but to customers as well. None of us are exempt.

All the best,

Jake Bergen, Marketing Director

Tractor Beam Marketing

www.thetractorbeam.com

Business Lessons from a Six-Year-Old

Last weekend, I was reminded of some important lessons. By my six-year-old.

My wife and my mother-in-law (whom I love dearly) decided to hold a garage sale. It was a good idea, because we had a lot of stuff that we needed to let go of; but personally, I hate garage sales. I try to help, but all I can think about is how much I paid for items that are now being almost given away. In my mind’s eye, I can see myself laid out on one of the sale tables as folks try to pry one of my last valued possessions from my cold, dead hands.

However, every once in a while I need to suck it up and take it like a man.

The entrepreneurial apple not falling far from the tree; during this particular garage sale, my six-year-old decided that she wanted to sell something too. She went outside and carefully selected rocks of similar shapes in a variety of sizes, then brought them inside and proceeded to paint them. Soon, she had a number of little stone ladybugs drying on the table.

Once dry, she brought them out to the garage and set them amongst my depreciated assets and affixed price tags to each one. Having virtually no concept of of money at this point in her life, the few larger ladybugs sported random pricing of between $5 and $9. There were also a bunch of little ones with price tags that read ‘free’.

Daddy, being the smarty pants that he is, was a little sheepish of having a nine-dollar rock sitting on the table; but has a fair amount of grace where the kids are concerned. She was so darn excited about her ladybug rocks, I couldn’t say no; but I was afraid that the nature of the product and her outrageous pricing of the larger items would doom her to be unable to sell them, and I hate seeing disappointment on the faces of my kids.

In the bustle of the sale I quickly forgot about her rocks, but ten minutes later my wife walked up to me and said, “We sold a rock. The big one.”

I was incredulous. “The nine dollar one?”

Yes, the nine dollar one. Who would love a ladybug rock made by a six-year-old girl? Another six-year-old girl, of course. A little girl had come in, fell in love with the product and asked her mom to buy it for her. The mom offered a dollar for it and the offer was happily accepted. By the time the garage sale closed, there were no little ladybug rocks left.

Cool. Her first attempt at creating art for commercial purposes was a smashing success. And I realized a few things that are taken for granted.

Giving the opportunity to succeed… or fail. This applies to business and parenting. With the correct desire to want the best for our kids, we can incorrectly shelter them from even trying. Whether the attempt was successful or not is beside the point. We all experience successes and failures in life, and learn from our mistakes to improve on the next effort. Since the garage sale, my daughter was facing something she was nervous about succeeding in; and I told her she had my permission to make a mistake, but I wanted her to try. A product of the life lesson she had reminded me of only a few days earlier.

She drew on what she knew and what she enjoyed. The goal was commercial, but the focus was on doing something she loved and to see if she could find an accepting market. Her creation was, to a six-year-old artist, a thing of beauty. It was a thing of beauty to a similarly aged art connoisseur as well. Do what you do because you love it; and if you are a part of your target market you will connect with them in a way that is more than about just making a sale.

Doing the best you can with what you have available. We see successful companies that have grown and flourished, but would likely be shocked if we saw where they started.

Despise not humble beginnings.

This post by Jake Bergen; columnist, blogger, speaker, educator and Marketing Director of Tractor Beam Marketing. If you enjoyed this, please share it with others! All posts on this blog © Tractor Beam Marketing Inc.

Re-Branding? Fear Not!

Based on some immediate feedback, I’ll follow up my last blog with some help in the rebranding category. Rebranding can be a really daunting thought. After years of building up a business, an owner most often feels that his company name and corporate logo are irrevocably linked to their venture. Rebranding can almost feel like you’re starting over and undoing years of effort and investment. The barriers to rebranding are obvious: cost, fear of change, history, uncertainty of customer confusion and backlash, and plain lack of understanding of the benefit. 

In most cases, re-branding isn’t something a company would think to do unless they are finding their business is struggling, their business model has shifted, or they are proactively adapting to changing marketing trends to stay relevant.

The key phrase in this is “staying relevant”. That really is the main reason you would rebrand. Why is staying relevant important? Because over the course of time, markets change. And so does your business.  

This is where some basic initial steps need to be taken. 

1. Why are you Rebranding?
   This is important. Rebranding just because you’re tired of your corporate colors is not a good reason. This must be a strategic manoeuvre and you need a plan. It will affect positioning in the marketplace. The goal is to IMPROVE your branding, but based on what failure and/or shortcoming? Are you starting to feel "old school" and outdated? Did you never really develop a branding and marketing strategy in the first place? Are you just not getting the business results you anticipated? Are you getting swallowed up by competition? Do you feel invisible? 
   
   If you have a strong brand, you may just want to do like you would to an already good house; you might just apply some new paint and do some renovations. It may not mean sweeping changes, but instead just making sure you are not neglecting basic branding principles, such as brand consistency. It may mean re-assessing your marketing direction and tweaking your visual brand to appeal to your true target market. But you do need to know why you are wanting to redevelop your brand. 
2. Do Your Homework
   If you are going to rebrand, this is an important time to rediscover your personal company vision, your goals, dreams, values and how it bleeds through every aspect of your business. After all, you are in adjustment mode. The essence of your brand is not isolated to your logo; it encompasses everything which you present to the public market. That includes everything from your logo and marketing materials, to the way you and your staff smile and greet your customers.
   
   To rebrand is to understand your target market. And to understand your target market is to understand your products and services. You need information to effectively brand your company. If you are rebranding – do this. You must do this.  
   
   
3. Brand Equity
   If you’ve been in business for a period of time, there is obviously a degree of name brand recognition you would have developed. That is brand equity – ground which you have gained through brand recognition. If you’ve gained enormous brand equity, you’ll need to be more careful and strategic because your brand is worth more. However, if your reach is limited to a smaller market, you really don’t have as much to risk.
   
   Don’t build a false picture of yourself. If you are rebranding because you feel you aren’t reaching your target market, don’t focus on the risk of losing customers through rebranding. Focus on how many you will gain.
   
   
4. Seek Good (Professional) Advice.
   Often a rebrand is the result of poor branding in the first place. In fact, some people don’t even know what branding is. So they may know enough to recognize what they have isn’t good, but if they don’t know what branding really is…how are they going to improve it? If you aren’t improving yourself, don’t rebrand.
   
   Finding a good, solid marketing firm is a good idea when you are rebranding. (if you are looking for a marketing expert to help, we may be able to help refer you – or – if you are a marketing professional and want to be part of our referral network, please contact us!)
   
   
5. Should You Rename Your Company Brand?
   This can be scary, but it can be necessary. Remember, you are trying to (a) strengthen your brand and (b) become more relevant to your identified target market. Sometimes we miss reaching our target by having the wrong name.
   
   As an example, have you heard of the Minnesota Mining and Manufacturing Company? No? How about 3M? The company started with that long name which probably made sense in its beginning. Located in Minnesota, they were a mining and manufacturing company. But as they evolved, the items which they manufactured no longer reflected their business or their products. They are known now for everything from scotch tape to post-it sticky notes.
   
   So notice how they rebranded their name. It makes sense. They maintained some heritage by taking the letter “M” from the three descriptive words in their company name and condensed it to 3M. So simple, and yet meaningful to them. No more confusion about what they did; they were now able to employ a branding strategy to give definition to an otherwise meaningless company name. What is a “3M”? Well, that is the benefit of rebranding. They could create your impression of what they did.
   
   Imagine if they didn’t rebrand their name. They would now be constantly trying to explain what they did. It would probably cost them loads of advertising expenditures trying to work with a name that totally mislead their customers. Not only that, but how many people would automatically overlook their business thinking “they don’t have what I want”.
   
   It is often beneficial to remove any inference to a specific product or service from your name, unless you intend to specifically focus your business on one area. If your business is a plumbing business and nothing else…then it’s okay. But if you have any intention or distant thoughts of expanding into electrical work, then why tie your brand specifically to plumbing?
   
   
6. Taglines or Slogans are Helpful!
   Often a company will develop a tagline to their company name. Taglines are little phrases which often accompany a logo that help position or describe what a company does. Bigger brands which have substantial brand equity don’t need to be too specific with their taglines. Nike says “Just Do It”. Kentucky Fried Chicken says “Finger Lickin’ Good”. Those taglines don’t say much.
   
   But let’s take a janitorial and cleaning business called “Cleaning Extraordinaire”. They make it clear in their tagline that they aren’t cleaning cars. The company’s tagline is simply “Exceptional Janitorial Services”. Or what about a little company that sells toothpaste, “Crest: Healthy Looking, Beautiful Smiles for Life”. Crest means nothing, but the tagline fills in some gaps.
   
   One of the beautiful things about taglines: they can easily be changed without having to do a major rebrand. So if you find the right name and logo brand, the tagline can be modified without much cost or confusion. Your tagline could contain the descriptive text which explains what you do. Even so, you still need to be smart about it so you aren't constantly changing it. Consistency is strength.
   
   
7. If Your Going to Do it, DO IT!
   Making a decision to rebrand cannot be half-hearted. If you decide to rebrand, but have one foot in and one foot out through the process…I say don’t bother. You’ll end up doing damage by confusing people about who you are and what you’re doing. If you're going to rebrand, throw out the old business cards, strip the old decals off the trucks, get rid of the old brochures. Don’t leave a mixed message; step into the new.
   
   That means you will need to be prepared to budget and plan. Rebranding will cost time and money. But this is a core business strategy which, if understood and invested in, can take your business in a new, exciting and profitable direction.
   
   
8. When You Rebrand…Make a BIG DEAL ABOUT IT.
   Don’t be afraid to go all out from the gate. You need to go into “education” mode through the transition. Especially if you do a major brand change, you need to help people know what happened to your brand, and make it an exciting, progressive sounding change for your business. We often refer to these as “Launches” to imply it being an exciting “take off”.

In the end, you need to decide what will help your business. But one of the more prevalent complaints from business owners revolves around marketing issues. Your product may be good and fine. But if your marketing is failing, perhaps you need to take a deeper look. It might be a simple as understanding the difference that a smile or a scowl can make to a persons face.

by JAMES ROZAK, Creative Director @ Tractor Beam Marketing

  

Norma Jean or Marilyn Monroe: What's in a Name?

I’m the kind of guy who struggles to remember names. It’s something I’m working on, but I find that sometimes when I’m in the midst of introductions, my mind is already working on what I’m going to say next and I miss the whole “name exchange” thing. It's lame. I'm working on it. 

But hey, you quickly realize that names are kind of important. "Hey you!" only goes so far. And so far as branding goes, I think often the selection of a strong business name is often completely overlooked for the impact it has. After all, all you need is a good logo and the name doesn’t really matter. Right? And hey, it’s all about your products and services in the end anyways. Right? Hmm.

Gotta admit, Yahoo! is a pretty good idea for a name. Google too. Why do we put so much consideration into naming our children? Because we know some names sound better than others, and it will stick with them a lifetime. Now, consider the big stage of Hollywood. Somehow, the headline act of "Wilbur Stinkleweed" doesn't really fit the bill. Why do so many stars take on "stage names"? Well, "Reginald Dwight" singing "Candle in the Wind" doesn't have the same ring as "Elton John". "Norma Jean" sounds more like a small town, farm girl than a movie star. But "Marilyn Monroe"? Different appeal. Hollywood is built on imagery. Everything from the names of the actors and actresses to the names of the films; the name can make or break a career. 

 

I realize some people would be reading this thinking, “I’ve already named my business!”, or “I’ve had this business name for 10 years already!”. Well, that would bring up the issue re-branding. Let’s call that a topic for another day. But what it can come down to is: how does a name strengthen or weaken the effectiveness of a brand? If you are starting a new business or if your brand isn’t working anyways, then maybe this will be good and timely advice for you.

What’s in a name? Well, here are just a few points that you might consider.

1. The Generic Name: Oh, for the companies who go the generic route. Sometime companies feel the need to sound “broad” because they don’t want to pigeon hole themselves by their brand name. After all, what if you expand? So they use names like “National”, “General”, “Standard”, etc. A name like “General Foods” says nothing about the company, nor is it memorable. 

   You might think of some companies with names with ‘General’ in it, and they may have done pretty good (General Electric, General Motors, etc). But you won’t find very many new brands (like, in the last 25 years) that built up with names like that.  

   Kraft Foods is a great example. They’ve endured numerous mergers and brandname adjustments. But through all of it, they keep simplifying their brand. At one time, they were “National Dairy”. Pretty descriptive, hey? They figured out they needed something more distinctive. They changed to “Kraftco Corporation”, only to simplify years later to “Kraft,Inc”. Through another series of mergers and changes (Dart & Kraft), they ended up as “Kraft General Foods”. Still, the power of their brand is not in the generic, but in a identifiable name. Hence, they further reduced to Kraft Foods.  The power of their brand is in the name “Kraft”, not "General". Which is stronger: “Kraft Foods” or “General Foods”? 

   Which is more memorable: “Video Rental Station” or “Blockbuster”? How about a “Photo Copying Machine” or a “Xerox”?  "Search Engine" or "Google"?

2. Creativity Helps: What exactly is a Pepsi? Names don’t have to mean anything. What is a Google? What is a Starbuck? What is a Kleenex? Business owners are often worried about choosing a company name that clearly describes their business or product. When you do that, you often default to the standard, generic terms which are neither unique or memorable.

   “Joe’s Mechanic & Small Damage Repair Shop”. Hmm. Clever. People will definitely know what Joe does. But can you be more creative? I’m just throwing this off the top of my head while making this, so this might be lame. But, I’d sooner name it “Jiffy Joes”. It’s short and sweet. You might even just make up a word "GASP!". Sure! Why not? (don't be afraid to do some research and get feedback from people you know; market research is cool).

   Now if you are really good and creative, you might find a way to build a brand name which creates a new category. Tissue paper isn’t just tissue paper anymore; the Kleenex brand made sure of it. So did Xerox for photo copying.
   
   

3. Domain Friendly: At one time, people thought it was brilliant to jump all over generic, all encompassing domain names. I mean, surely if someone wanted a car, they would look up www.cars.com, right? But don’t you suppose that, if someone wanted a car, their thoughts might be brand oriented? Think about it: if you were searching for a car online, would you be more likely to visit cars.com or Toyota.com? The brand name rules. Be creative. We are brand oriented.
   
   So a generic, poorly named brand does not translate well into a domain name. When choosing a business name, consider the domain name.  You might also do some searching for domain name availability before you settle on a name. It can be that important, depending on your business.
   
   

4. Marketing & Branding Give Definition: Once you have your name, don't worry if it's not completely descriptive. That is what marketing and branding bring to your name. Afterall, the name is just a name. Just like a person's name; what is a James? What is a Sarah? What is a Bob? Well, it's a person. But you add the definition through the your personality, experiences, tastes, character, etc. That's branding. 

   
   

   
   So what about your business name? You define that by your marketing strategy. A name becomes a logo, becomes a business card, becomes a website and suddenly the memorable name begins to stick and stand for something. It's by design. So what is your company name? Is it memorable? What does it represent? 

   Welcome to the world of branding. 

   
   

by JAMES ROZAK, Creative Director @ Tractor Beam Marketing

Positive Branding: Strawberry Logos vs. Kiwi Logos

We've been told to “never judge a book by its cover”, but let’s be honest! People do.

Branding has two vital parts, as seen in some of the previous blog posts in this series. There is a foundational “vision” part, which really has to do with core values. A beautiful logo will eventually carry a reputation, no matter how beautiful it is. But also, there is the “visual brand” aspect which people look at. This is where the idea of presentation matters. How do you present yourself? 

If you walked into a restaurant, and the hostess was wearing torn sweat pants, a white button-up shirt stained with red and yellow blotches, her hair was a glorious mess, and her hands were discoloured by some unknown substance, what are the chances you would be looking forward to your fine dining experience? What if this person was coming in for a job interview to your business?

Now what if this is the visual state of your logo, business card and other marketing materials. When you speak of “consistency”, a brand ought to be consistent with the core values of the company. What is shown on the outside should be a reflection of the inside. Hey, in the right setting, maybe the previously described hostess could fit right in – if it were an accurate depiction of the culture. If you’re selling skateboards and snowboards, she might be perfect. If she were your banker…well…..hmmm. This is where it is important to know your own vision so you can be certain all appearances are an accurate, applicable and consistent depiction of what your company is trying to portray. Your logo should be a good representation of your business; often it’s the first thing people will see.

 A “Logo” is not meant to just be a static graphical image. A logo has the potential to be much more impactful and “alive”. But it doesn’t start as a “dynamic” element until the emotional association is developed. In fact, at first it doesn’t really represent anything. Imagine a strawberry sitting on a table. Now, further imagine you’ve never tasted a strawberry. You have no idea what it tastes like. Therefore, it evokes only a very minimal emotional response. It’s based on one sensory experience – visual impression. A natural advantage of a strawberry is that is looks appealing. It’s red, and luscious. It looks like something you would want to pick up and put in your mouth.

But what about a Kiwi? Oh, the poor Kiwi, the genetically inferior fruit. It’s the ugly cousin. It’s pale, cardboard brown, fuzzy, and visually could be like some kind of acorn, nut or something that has gone bad. Compared to a strawberry, it doesn’t stimulate or evoke a strong visual desire to pick it up and eat it. This is why a well designed logo has far more impact potential. A person who has never tasted a strawberry or kiwi cannot take the quality of the taste into account. They’ve never tasted it! So it’s purely a visual thing, at first. Neither will a consumer be able to see past your logo to make a first impression of the quality of your product and services. 

The moment someone picks up the strawberry or kiwi and sinks their teeth into the fruit – the juices are set free, and an explosion of wonderful fruity flavour erupts on your senses. The effect? Immediate dynamics! No longer is your logo a graphic, it’s an emotional association. Some people might even prefer the taste of the kiwi to the Strawberry (they're both yummy!), but – would they get past the appearance?  If the only thing they have to go by is a logo on a business card, what reason would they have to give your number a try if it leaves them with an "ewwww!" or "ho-hum" impression?

So why is a good logo important? First impression. Enticement. Consistency in quality. If you back up the visual with a great customer experience, then the consistent blend of “visual impression” with “emotional association” will make the brand a strong one.

So here’s my plug: I strongly recommend hiring a professional to design your logo. It makes a difference. Really, honestly….it does. 

by JAMES ROZAK, Creative Director @ Tractor Beam Marketing

Positive Branding : Consistency

A key dynamic in branding is consistency. Creating an expected experience which you strategically define.  

Marketing is identifying, engaging and connecting with people who either have the “ability” or “desire” to purchase your product or service.

Branding is the act of how you present yourself to your identified market.

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In my last blog, I used “you” as an example of a brand. You are the CEO of your life, responsible for looking inwardly to choose and create your personal approach, attitude, character, mood and personality in the way you intend to approach people around you (or, your market). You create the “atmosphere” which will condition the inside operation of your company. This is the foundation of your “brand”, for essentially, your brand becomes your reputation. People will know you by your reputation. Try separating your reputation from your brand. It doesn’t work.  

When speaking of “branding”, one of the terms often used is “consistency”. In the traditional perspective of ‘Brand = Logo’, consistency is very important. It is a shame to see a company with no continuity between color, typography, and style when comparing business cards, letterhead, brochures, and all other marketing materials. It is completely self-defeating to a visual brand.

But the subject of consistency really starts long before the logo is designed. It is something that is cultivated into the entire fabric of a company. People might see you outwardly wearing whatever style of clothing you choose; but the outside is merely indicative of what is happening internally. I don't care how nice your clothes are; if your attitude stinks, your brand fails. If YOU are a brand, do people consistently see you as “kind” and “responsible”? Are you one of those moody, unpredictable people? If you polled a group of people, what would the common reaction to your personal “brand” be? Arrogant or humble? Shy or outgoing? Negative or positive? Confrontational or approachable? What defines you is what you are consistent in presenting to people around you. 

So what happens if (heaven forbid!) you try being consistently NICE to people? *GASP!* What if you are always friendly, generous, approachable, and reliable? Do you think that you might find you have more influence, more friends, and stronger relationships? Now - how do you suppose this might play out in a business?

You can see how consistency is important because your reputation is at stake. If you want to know what makes a major food restaurant chain (like McDonalds) so powerful, look no further than consistency in their brand. One of the principle purposes of creating a franchise is to nail down a brand through consistency. It cultures an expectation in the paying customer because he/she is able to reasonably predict what their experience will be, from the service to the product. Do you even have to guess what your next experience at McDonald’s will be? Will their burgers suddenly be revolutionary? Will the service suddenly involve a waitress tending to your every need at your table?  

By this approach, you will be able to more effectively measure the effect of your efforts. If you were random and inconsistent, you wouldn’t be able to identify what was going wrong – because there were no control variables or consistent factors to compare against.

That again will strengthen your brand, and will begin to cultivate the most coveted form of marketing; “Word of Mouth”. If at the same time, you’ve paid due attention to the visual aspect of your brand (your logo, your colors, your taglines and slogans, your business cards and brochures, your website, your employee uniforms, the décor at your place of business, and everything else you do) and you’ve plugged it into your whole vein of consistency – it will all speak the same thing.

What it speaks will be by your design. You choose what it says. Together it should harmonize into a beautiful, musical chorus. From the leadership vantage, if you really believe in your company’s vision and you have clearly established the kind of core values of your business that define you, then it is imperative that you protect it with consistency. 

TO BE CONTINUED...(Next Monday!)...

by JAMES ROZAK, Creative Director @ Tractor Beam Marketing

Positive Branding: Understanding the Dynamics

So there sits the little blond haired boy, perched behind his brown cardboard box lemonade stand. It’s a beautiful, clear skied morning, and he woke up early with anticipation for a day of booming business. So far, he hasn’t seen any action besides the neighbour’s territorial terrier chasing the unassuming postman from its front lawn.

He’s put a lot of thought into his business. He’s secured a stellar venue: an old discarded brown cardboard box stabilized by several strips of packing tape. He’s got a deliciously enticing product for any hot day: two pitchers of ice cooled lemonade, freshly squeezed that morning and lightly sweetened with several carefully measured tablespoons of white sugar.  Next to his box, still neatly packaged and unopened, rests his stockpile of necessary plastic cups, with an accompanying bag for collecting recycling. Underneath his toddler sized lawn chair, he’s carefully placed a little glass jar for collecting money from his prospective customers, and a tube of sunscreen. Yep, he’s ready to do some big business.

These are the “mechanics” of his business. In this simplified example, he’s got everything he needs to open his doors business. In a grander scale of business, there are obviously more complexities involved in daily operations. This would also involve the systems of management, workflow, financial structures and all the “in and out” boxes, valves and pistons which make the engine mechanically function.

Yet, it’s from the point of opening the doors to the business which come the questions of “dynamics”, or the injecting of energy and life into the business operations to make it work. It’s the gasoline in the engine, and the spark in the ignition. It’s the grease and oil, and the heat and air conditioning. It’s the atmosphere and the culture, the approachability of management and manner of communication between staff. It’s the feeling that customers get when they walk in the door, which has been CREATED by the people in the business.

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Mechanics + Dynamics = Reputation.

It all trickles down to one thing: leadership and vision. As the leader, you need to invest value and understanding into both the mechanic and dynamic. I’ve seen many companies that operate like a nuts and bolts machine without a healthy dynamic. Eventually the company brand begins to suffer when disgruntled employees and mishandled customers begin to formulize your reputation. Really, every aspect of your business has a mechanical part, and a dynamic part. You need both. And in marketing, this is exactly the case.

One of the best ways to fortify this concept is to take a look at yourself. You are a brand. You are your own brand. Inside your head you have ideas, concepts, opinions, motives, desires, ambitions and so on. You project yourself to people around you in the way you choose. Now, if you were a “brand” and you were marketing yourself – what opinion would people have of you? Would they want to buy what you are offering? Consider your relationships: what is your relationship with people around you? With your spouse? With your children? With your family? Co-workers? Employees? Customers? What about the kid working the McDonald's drive-thru who messed up your order? Relationships tell the story, in whatever fashion. 

Have you ever met someone who is infectiously wonderful to be around? They just have “it” (whatever “it” is). You just love spending time around them, listening to them, laughing with them. You always look forward to the next time you meet. What is it based on? It is your experience in the atmosphere which they have created around them!

Conversely, have you ever been around someone who is toxic? You don’t trust them and you wouldn’t invest much in their opinions. You find yourself trying to avoid them, and you certainly wouldn't choose to be around them except that circumstances force it to happen. What is it? Again, it is their atmosphere! 

From a physical, mechanical perspective, they are a human being just like you. The thing which differs is the dynamic that surrounds that person. Just as you are, they are selling a brand. They have a brand name. My brand name is James Rozak. And when my name is spoken in a group of people who know me, it evokes an emotional response. My brand name is known by my reputation.  

As with everyone, I’ve had my share of successes and failures, both personally and in business. In whichever fashion, I am known by an acquired reputation. Based on some of my past failures, some people simply and justly would not hire me or trust me. Yet, some people know me by a different reputation; perhaps one of generosity, kindness, and integrity. It depends on me, and how I've presented myself.

The strength in understanding this is simple; you can be a creator of your reputation! Can you control your personal atmosphere? Do you want a cloud of gloom and doom to hang over your head? Can you change the way people perceive you? Absolutely. Want friends? Be friendly! Want to be trusted? Be honest. If you've done someone wrong, there should be a desire to reconcile and make it right. You have the choice to exhibit unconditional kindness. You can be honorable, trustworthy, accountable and open to correction. It's all an opportunity to learn and grow. It really amounts to your personal vision you have as the CEO of your life.  

What is at stake? Your name and reputation. How do you begin changing it? Adjust! Change! Grow! Some people refuse to accept or acknowledge shortcomings, and they will forever have a toxic reputation and their relationships around them will perpetually suffer and fail. And at the same time, some people are forever seeking to grow, to improve their relationships.  

So what about a business? Can you adjust the way in which a business perceived? This is branding at it's deepest core. Start your branding from an inward, visionary perspective. Start with the leadership. And then when you start bringing the inner branding to the surface, the "logo" will represent something worth bragging about. 

Remember - you aren't depending on your brand, your brand is depending on you. 

Next blog, we will continue digging down a little deeper as we look at marketing and branding.

TO BE CONTINUED...(Tomorrow!)...

by JAMES ROZAK, Creative Director @ Tractor Beam Marketing

Positive Branding: Mechanics & Dynamics

Well, here goes. First blog post. No pressure. 

 My name is James, and I am the Creative Director at Tractor Beam – the guy who makes the visual candy. I often tell people that my brain works a little different than most so-called “adults”. You see, crayons rock. Fruit Loops are the best way to start the day.  Girls are still kind of icky. LEGO is way better than video games.

As I am writing this article, I’m laying in bed with my laptop. And looking over to my bedside table, I have my collection of books which I keep near for inspirational reading. So what books do I keep handy? Well – permanently (or until my toddling children decide to risk their lives by attempting to stake their claim on them), I have the entire collection of Calvin and Hobbes. Yep.

And – well, I can go on, but that kind of paints the picture. 

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The Simple Reality

Now, if you’ll indulge me, I’d like you to let your mind drift for a minute – and I’d like you to picture a simple, small town residential street. It has everything you might expect. Imperfect, well-weathered pavement lined with boulevard styled trees overgrowing the side walks. Every other house has a little driveway, with a mailbox and a trash can or two pushed against the picket fences or lush green hedges that run the length of the yards. An upside-down cardboard box is placed just to the side of one such driveway, unevenly covered with a thin and dust spotted white cloth sheet.

A little blond hair boy sits tucked into his toddler sized lawn chair behind the box, his bright blue eyes peeking over the top and his neck occasionally strained to see if any of the passing cars are slowing. On the front side of the box, taped with an excessive amount of scotch tape, is a standard letter sized paper marked with crooked and faded red felt pen lettering. “Lemonade. 25 cents”, it modestly announces.

Young as he is, this little boy is trying to accomplish what every business owner is attempting to achieve. His little blue eyes shimmer and glow with hope and anticipation, as though they are saying, very simply…”Choose me”.

It is, to me, a most innocent of beginnings – but also, a most simple and honest depiction of the reality of the business owner. While the heart of the entrepreneur is outwardly attempting to demonstrate a confidence and optimism, the sobering truth is deeply felt. Without someone to dial your number, or to darken the door to your business and ultimately to “choose you”…the shimmer and glow in your eyes, or in the eyes of this little boy, will become as a discarded cardboard box on the side of the road.

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Do You Depend on the Brand?

I have made my living working in and with marketing firms for the past 12 years, as well as running my own freelancing business for the past four years. I’m paid to make people look good. For many of those 12 years, I was encouraged and taught to believe that all I needed to do was make beautiful designs for inquiring clients and companies, and that would make those companies suddenly flourish. Throw in a catchy heading, a catch phrase and a clever tagline and “VOILA!”, the customers will instantly start calling (right?).

I observed on many occasions how excited the client was when they were presented their new logo design, business card, website and whatever else may have been provided them. And to be clear, I do staunchly believe that a company requires a strong visual (logo) brand; it is a vital cornerstone. But I have since come to believe – to a degree, we were selling false hope with the new logo and “branding” if we suggest to the client that their logo equals their “brand”. 

Shaking hands with these clients and sending them on their way to business success based on a “logo brand” is like telling the little boy selling lemonade that all he needed was a better cardboard box. Branding goes far beyond the “visual” (logo, website, etc). If a client is not educated to this fact, they will falsely depend on their brand when, in reality, their brand is depending on them.

Marketing as a whole really is one of several key aspects of a business operation. You need to ensure your business model contains all the mechanics for success, including the vital processes and systems which, although conceptually mundane, keep the integrity of a business in place. There is little point focusing and building a marketing machine when the company that is being "touted" is hardly capable of living up to what is being promoted. We all can likely name some big corporate businesses which mechanically built a marketing machine to promote what essentially was a sour lemon in the waiting. 
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Injecting the Dynamics

The concept of "Marketing & Branding" can be depicted in many ways through creative analogy, so for this blog, I'll describe a business as being somewhat like a hot air balloon. Obviously you need the physical balloon (the business model, structure, practices and systems, products, etc), and yes, it is designed to inflate. But is it “flight worthy”? Does it have the capacity and integrity to hold air? You have to make sure the "mechanics" of the balloon will sufficiently sustain what you, the entrepreneur, must ultimately bring; the "dynamics". It is you that injects the vision for the purpose of the balloon. The balloon already has it's purpose; if it is well made, it will do exactly what it is made to do. But now, what about you? 

You bring the creativity and passion, the attitude and the energy, the sweat and tears, the direction and the objective and everything that will make your business attractive to both customers and employees. Your "brand" is really everything encompassed in the attitude and style of the company. Absolutely, it does need to become "visual", yes. That is only a part of it, because what does your visual brand, or logo, stand for anyways? A brand speaks of representation, and you need to decide what it is your company is all about. That is the dynamic which you create. It's the "dynamic" which puts the "mechanics" into action. 

How do you do that? Well, if you have confidence that your "balloon" will fly, this is where the whole purpose of marketing comes into play.  That's what I'm going to try and bring in my following blog posts. Developing the “dynamics” to put your “mechanics” into purposed, driven and infectious action. It’ll weave between the practical, rubber meets the road stuff that I love, and the inspirational.

So, where are you now? Still on the ground? Drifting aimlessly? Losing altitude? Blowing holes? Shining like a glowing, colorful beacon? Soaring higher and stronger? How you fly is closely determined by how your approach your marketing. The goal is to build what can be called "Brand Equity", where your brand doing exactly what it should: working. 

I know what it is to be the little boy sitting on the curb with his cardboard box. Now let’s help that little boy turn his lemonade stand into something big.  

TO BE CONTINUED...(Next Tuesday)...

by JAMES ROZAK, Creative Director @ Tractor Beam Marketing

 

 

The K.I.S.S. Principle

When I was young, I remember being taught the K.I.S.S. Principle. “Keep It Simple, Stupid”, I was told. 

I thought keeping things simple was a good idea, but didn’t feel so hot about being called stupid. So I’ll change it up a bit. How about, “Keep It Super Simple”?

Yeah, that’s better.

Most of you can probably identify with being taught that same principle. So why is it when we get older, smarter, and wiser in our own estimation that we throw the K.I.S.S. Principle out the window? Maybe we like to hear the sound of our own voice, or we are insecure enough to feel the need to impress the rest of the world with our vast knowledge and vocabulary. It is actually the intellectual equivalent of beating our hairy knuckles against our chests and yodeling like Tarzan.

When you are dealing with customers and find yourself spewing technical jargon, it’s time to stop and back up. Check yourself. Who is the person (or persons) that you are speaking to? Are you an engineer? If you are talking to a bunch of engineers, go nuts!

But if you are speaking to laypeople, revert to laypersons terms. Buyers are only interested in the result of what you can do for them. That being said, there may be certain factors you may have to educate them on when it comes to things like pricing considerations, but do it in terms that they will understand… without treating them like idiots.

Why do you think that the ‘For Dummies’ series of books are so popular? People want information, but want it in a format that they can understand. Of course, I’ve never bought one because I don’t consider myself a dummy (grin). I guess I’m just not their target market.

When I visit my lawyer, I don’t go to hear a bunch of legal mumbo-jumbo. If I was well versed in the interpretation of legal-speak, I might not need advice. One of the reasons I retain a lawyer is so that when it comes to the intricacies of an issue, I get everything laid out for me in language that I can understand. The result of which is that I can make an educated decision without being a lawyer myself.

Warren Buffett, who is undoubtedly the greatest investor of our time, said, "There seems to be some perverse human characteristic that likes to make easy things difficult."

I concur. One of the missions that I have set out to accomplish is to share business information that is easy to understand and easy to use. People don’t like being talked down to or made to feel inferior.

Remember this simple fact and work it into the way you deal with your clients, and you will automatically be more successful in creating strategic, long-term business relationships.

by Jake Bergen, as published in his column ‘Venture Hype’. © Tractor Beam Marketing

How To Be A Good Customer - Part II

If you truly want to support small business and enjoy the benefits and personal service that often comes with smaller providers; here are some steps you can take to ensure you are getting a good deal and not taking food off of the other party’s table. They are in business because they feel that they have something to contribute to the community and want to feed their families; not put up with abuse.

1: As I always tell business people, try to create a win-win situation, and the same goes for customers. ‘The customer is always right’ is a crock. The customer is only right as long as their demands meet to protect the best interests of both parties. An unreasonable demand is not made reasonable because somebody once said that ‘the customer is always right’.

In fact, the only time I have ever experienced that line was from people who used the saying as a weapon to assault others. I wouldn’t stand there and let someone abuse a child, and I most certainly would not stand there and let someone abuse one of my employees. If you are not willing to try and work out a concern like a mature adult; then you ought to get shown the door and asked not to return. Don’t be surprised when it happens.

2: Threatening that you will bad-mouth that business to all of your friends because meeting your demands was not something they were prepared to do is a futile weapon. If you are a jerk and your friends are anything like you, that business owner and their employees do not want your friends around either; so you are doing them a favor!

And if the people you whine to are reasonable, they will see through the type of person you are and go support that business anyhow. You don’t believe me? I have seen it happen many times, and it is an effective form of word-of-mouth advertising.

3: Granted, not every business is worth supporting. To ensure you are getting the best deal possible, shop around not only for price but for level of service and quality; and consider which two of these factors are most important to you. When it comes to Quality, Service and Price, you will never get all three. Ask around to find out if the business is reputable. Are they a member in good standing with a trade association, Chamber of Commerce or Better Business Bureau?

4: How do you feel when you are dealing with them? Do you feel valued, respected and catered to? It might be worth a negligible price premium to continue with an experience that you love. Don’t ruin it for yourself, and if you do opt to try another provider, don’t burn the bridges! You just might need to hire the first company back if another company’s services aren’t what they are cracked up to be.

Also, if someone works their behind off for you and helps educate you on the things you need to know to make the appropriate buying decision, honor their efforts if you can. Again, if there is a negligible premium for the services you have received, don’t just purchase from some schmuck that will do nothing for you but undercut their competition by a couple of bucks. If someone cares enough about you to work hard on your behalf, reward them if you can!

5: Once you have made a deal, be honorable and stick to your part of the bargain. Otherwise, you deserve to get tossed out on your ear!

6: Treat others with dignity and respect. If you have respect for others, you will earn respect and will not have to demand it.

You might be reading this and severely dislike me for what I have said, but trust me; these are things that millions of business owners want to say, but are too afraid that it will hurt them to go ahead and say it. I felt it was about time somebody stood up and said it for them!

The bottom line is that the ‘Law of the Harvest’ works the same way as it always has; you reap what you sow. Those who have no respect for anyone but themselves end up lonely and pitiful. By following these tips you will have a better buying experience because your relationship will be one of synergy, not adversity.

Now go shopping… be smart, but be nice!

by Jake Bergen, as published in his column ‘Venture Hype’. © Tractor Beam Marketing

How To Be A Good Customer - Part I

I’ve been wanting to write this article for a long time…

My local newspaper prints a section called ‘Rants & Raves”, and this week contained a rant that highlighted a very prevalent problem for small businesses. That was the catalyst I needed to finally address this issue.

I quote, “We own a small business. We pride ourselves in keeping our prices competitive with just enough profit margin to cover our expenses. So why is it when we quote a price that people argue and ask if that’s the best we can do? Do you go into a restaurant and argue to reduce the price on your meal? No, so why do you do that with us? The price is the price.”

Business people will always have both good customers and bad. According to the 20-60-20 rule; about 20% of customers are good ones, 60% are indifferent, and 20% are just bad customers. But those 20% can make a workday feel like a walk through the bowels of Hades.

There is a type of customer out there who I call the “Small Business Murder-Rapist”. Perhaps a crude title, but an incredibly accurate one.

When these people enter a shop or call an independent service provider, they talk about how much they love shopping local or supporting small business. But once engaged in hiring that company or making a purchase; they try to single out the owner or person in charge and put pressure on them for a ‘better deal’, many times after they have already agreed to make the purchase.

This type tries to take that business owner and hold them hostage by threatening them with taking their business elsewhere if their demands are not met. Because most small business owners want to please, and tend to be technicians who are very good at what they do as opposed to salespeople or business people in the big-business sense; too many of these rapists ‘have their way’ with the company and toss the used remains aside.

They don’t care. If that business dies, there will always be another naive and innocent business owner to victimize and pillage.

Business owners need to be aware of what steps to take to protect themselves from these ‘menaces to economy’; and some of these bad customers may not even realize that they are abusers. So it’s time to find out.

One of the reasons big-box stores are so successful is that there is virtually no way you can get to the top. The owner of a multi-national hardware conglomerate is not going to take your abuse because you paid for thirty nails and found there were only twenty-seven in the box. They hire people to take your abuse for them. And if you have time for stuff like counting nails, you really need to get a life!

If you truly want to support small business and enjoy the benefits and personal service that often comes with smaller providers; tune in next week for steps that you can take to ensure that you win, but without it being at the expense of someone else.

by Jake Bergen, as published in his column ‘Venture Hype’. © Tractor Beam Marketing

How to Qualify Your Customers, Part II

This article is continued from last week. If you missed it, click here to read last week's installment and get the whole picture!

In the previous article we covered the big-picture strategic element; the reason why we qualify our customers. Here are some practical “how-to” steps to successfully qualify your prospective customers and the questions they ask.

1) Clarify in writing who your ideal client should be, and create criteria you know must be met by the kind of person or business requiring what you offer. For example, if you have a product geared toward teenage girls, perhaps the only way you are going to be dealing with a sixty-five year old man is if they have a granddaughter that requires your product. If you ‘qualify’ that to be the case, the field is open to make the sale; but if they don’t meet the criteria, don’t waste your time or theirs. 

2) Ensure that the person who is calling or walking in (or whatever the form of contact) is not a potential problem or competitor. Phone calls that begin with demands are usually a red flag. Ask callers to leave their information and set a mutually convenient time when you can call them back. No info, no time wasted.

3) Search for them online and see what you come up with. If you were left with purposely vague information, it is your right… not only that… your duty to your company and yourself to get more in-depth information on the prospect. If they are legitimate, they will not mind giving you more to go on.

Sometimes we are so worried about offending people that we hurt ourselves by not following due diligence procedures. If they fall into your ideal client criteria from Step 1; they will generally be understanding because they value what you are doing for them. 

4) Assess their needs by asking ‘qualifying’ questions. Don’t be afraid to answer a question with a question, because not all questions are worth answering. Here is an actual example from my own experience:

“Does this product come in pink?” asks the stern looking man.

Having dealt with this client in the past, I cannot possibly think of what he would need with Product X in pink. So instead of going to consult my product manual and/or calling the manufacturer, I simply ask, “Do you want it in pink?”

He replies, “No, I was just curious.”

What!?! Really, a ridiculous question that had no bearing on the purchase could have wasted a good deal of my valuable time if I hadn’t ‘qualified’ the question correctly. But I was able to simply move along (read: ignore the question and act like it had never come up) without insulting the client; assess the needs, fill them and ultimately close the sale.

5) Put together a list of Frequently Asked Questions (FAQ’s), similar to those commonly found online. You should be able to identify numerous questions, both legitimate and time-wasters, that arise often. Create the list with the input of your salespeople, and brainstorm ideas that will allow each person in your sales force to handle these questions and objections in similar ways. This will add to the consistency of your operations.

6) Never lose sight of the fact that your business exists to help others by filling their need(s), and you must make sure that each inquiry ‘qualifies’ for your services.

Work at creating ‘win-win’ situations. If you are content to see a client lose, then you will eventually get bitten... hard. If a client is more than willing to put you on the losing end of a deal, either politely refrain from serving that customer or protect yourself to the point of serving them on your own terms. If they don’t like it then good riddance, you just avoided a potentially huge problem!

Because each business is unique and information and quoting timelines can differ greatly between products and services; these are some general guidelines. It will be up to you to tailor them to your own business.

These tools will help you decrease your frustrations and increase your sales by freeing up wasted time and using that time towards good clients that will actually help you put food on your table and grow your business.

by Jake Bergen, as published in his column ‘Venture Hype’. © Tractor Beam Marketing

How to Qualify Your Customers, Part I

This article came about from feedback on a previous installment (thanks to B.R. from Pennsylvania). If this column becomes the equivalent of a ‘Dear Abby’ for business, that is OK as long as it helps you! Please forward questions or comments to jake@thetractorbeam.com

How many of you love wasting time?

That may sound like a stupid question, but for a lot of beginning salespeople and entrepreneurs who are technicians and don’t have sales experience; there are certain types of people who will eat up your valuable time and resources without spending a dime. And if you are anything like me, you don’t want to work for free!

Early in my career, I had a boss who was always telling me to ‘qualify’. Unfortunately, he wouldn’t take the time to tell me what ‘qualifying’ was, and that simple explanation could have saved me a lot of grief. But you don’t have to try to figure it out the hard way because I’d like to save you some of the distress that I went through as a young business person.

This will end up taking more space than I am allotted for a single column, so I am going to split this topic into two segments. The first will address the philosophy and strategy; and ultimately answer the question, “Why do I need to qualify my prospects?” Just like kids, we need to know why we are doing things. If we don’t have a reason, there is no point in proceeding.

The second part will explain the tactical or “how-to” aspect of what it takes to successfully qualify your customers.

You need to protect yourself from the leeches that will suck the life out of your business; whether those time-wasters knocking at your door are poor prospects or competitors. 

Competitors? Yes, and some of them possess the audacity to waste your time, take all the information they can from you, and try to use it against you. It’s time to work smarter.

Much like a Firewall system set up to guard computers against potential threats, you need to create a firewall system. And because each business is unique and information and quoting timelines can differ greatly between products and services; I will give you a starting point and a few guidelines, but it will be up to you to tailor them to your own business.

Similar to an exclusive club, you probably don’t want to serve every client that calls or emails you. Maybe at first you do, but once you get burned a few times that will change. It is imperative to create a system of criteria that will help you ‘qualify’ whether the potential client will be a good fit for what you have to offer, and if you will be able to positively fulfill the client’s needs.

If you strive to create ‘win-win’ situations with every prospective client, even if it comes to the point where you find that you are not the right fit for each other, you will often get referrals from that prospect if you have treated them right and not wasted their time.

The golden rule is not obsolete.

In our next installment we will delve into how to effectively qualify your customers. Stay tuned! 

by Jake Bergen, as published in his column ‘Venture Hype’. © Tractor Beam Marketing

Romancing Your Business

Why do people buy anything?

If you’re in business, you’d better understand what the answer to that question is if you hope to sell your products or services. Because your company needs to sell to survive.

So back to the question at hand.

People buy because they either 1) need something, 2) want something, or 3) fear something. I have seen much longer lists from academics that want to impress the world with their knowledge, but everything in those lists are easily broken down into these three categories. Good thing too, because it is easier for me to talk about ‘the three motivators’ than ‘the fifty motivators’!

Needs are pretty self explanatory, so we won’t spend time there; except to say that we will classify basic needs as nutritious food, clean water, suitable clothing for the climate in which you live and adequate shelter.

Fears are a pretty powerful motivator. Consider the multi-billion dollar anti-virus and spyware industry, one that is built on fear. Fear that our privacy will be compromised and the danger of losing important information. It is our own dread that stuffs the pockets of companies like Norton and McAfee.

But the most powerful reason people buy is desire. If someone wants something bad enough, they will do whatever it takes to get it. For proof of this fact, you need to look no farther than the BusinessWeek list of Best Global Brands. The world’s top brands have little or nothing to do with needs, and everything to do with desires. Desires cultivated by good marketing!

(http://bwnt.businessweek.com/interactive_reports/best_global_brands_2009/)

The reason these brands are so successful is because they have gotten really good at appealing to emotions. As much as we think that we as a human race are rational beings, nothing is further from the truth. When it comes to a battle between the head and the heart, the heart will win every time. 

Do you really need a $1000 handbag? Although arguably one of the finest-made accessories in the world, Louis Vuitton has created an aura of romance and exclusivity around their product.

So how do you romance your product?

By approaching the doors of the senses with something tantalizing, people will open those portals to you if they feel your offering will provide them with something even more fulfilling on a deeper level. Their conscience, memory, imagination, affections and reasoning need to be gratified; and of those five things, only reasoning has any power to bring logic into the scenario. Which is why logic does come into play and can indeed be a deciding factor in consumer choice, but cannot compete when the other four emotional aspects become involved.

Appeal to the emotions of your clients. Make your brand, product, service, and the representation of it all, attractive. If you send me a fax with a list of fifteen travel deals, you are never going to get my business (so whoever is doing that, would you quit already!). 

But if you email me a newsletter or hand me a nice glossy brochure with a picture of a white sandy beach, azure blue sky reflected on the water, and a hammock strung between two palm trees, you will get my attention. There may be no way on earth I could take advantage of the offer. But I will look and long for it. I can picture myself swinging on that hammock! 

And maybe, just maybe, I will invite you in to my world by subscribing to your newsletter so that when the next offer comes along I can take advantage of fulfilling my desire for relaxation and warm sun on my face.

If that happens, you’ll know I have been romanced.

by Jake Bergen, as published in his column ‘Venture Hype’. © Tractor Beam Marketing

Get Real

As business people, we tend to put on a guise of how we think business people are supposed to act. This notion is derived from how we believe we should be perceived by others, the business-like image we are expected to portray. But many times, it is not us.

A lot of owners and entrepreneurs think they need to leave behind the kind of person they are at home and put on the status quo. From a marketing perspective this is not a fantastic idea.

I have seen multi-millionaires driving old beater trucks, wearing blue jeans and rubber boots; complete with residue of something that came out of the south end of a north-bound cow on those boots. Inversely, I have also seen guys with flashy suits that didn’t have two cents to rub together, but were trying to be something they were not. The guy who stands out in my mind, and the one I respect more, is the one who was different.

But he wasn’t trying to be. He was just being himself. 

Sometimes trying too hard to be different for the sake of standing out just comes off weird. I like watching auditions of American Idol or Britain’s Got Talent on YouTube, and I’ll bet you have watched some of these things as well. The proof is right in front of us.

Some purveyors of marketing and advertising strategy will tell you that image is everything. Absolutely image matters, but is your image consistent with you? If image is everything to you, you will sacrifice the things that matter until your world comes crashing down.

And it can be so tempting, trying to put on an image for short term gain. I admit, sometimes it looks like the thing to do. Frustration sets in when competition is making boatloads of money in unsavory ways that are cutting into your business. But stay the course. Keep grounded in reality and doing what is right.

Take the scandal of former corporate giant Enron. It is perhaps one of the largest examples of compromising reality for image. From the outside, and for a long time, the company looked like an enviable picture of unbridled success. But it eventually became apparent that it’s systems were rotten from the inside out.

The more recent cases of corporate greed that have sent the world into the current economic situation is irrefutable proof that your sins will eventually find you out.

A put-on outside image can never sustain your inside reality.

I’m not saying you need to hang up your suit, quite the contrary. I’m just saying that it is OK to be you. Be real to your family, your friends, your clients, your employees, and most of all… be real to yourself.

You are the one who will endear people to your business. People will connect with you because they like you, your approach and what you have to offer. Even if you are not face to face with the customers of your business on a day to day basis, you will set the tone for the others in your organization.

Your company will reflect the qualities of the kind of person you are. Here’s to keeping it real, and may it turn the tides of your fortune!

by Jake Bergen, as published in his column 'Venture Hype' © Tractor Beam Marketing Inc.

How to Market with a Tractor Beam

by Jake Bergen, as published in his column 'Venture Hype'

This is not an ad. 

Although the name of my company involves a Tractor Beam, the concept is one that needs to be mentioned and explained because it applies to your business. So after months of tip-toeing around this subject, I’ll finally put it into a few words.

Many people ask me, “What’s a Tractor Beam?” So I will clarify.

A Tractor Beam is a hypothetical device found mostly in science-fiction movies, and is a magnet-like force with the ability to draw an object to itself. 

The concept hit me like a ton of bricks one day as I was reminiscing about being a kid. My Dad was (and still is) a bit of a Trekkie, so sci-fi lingo was something my brothers and I were familiar with. When something we felt was really cool caught our eye we would say, “Man, that sucked me in just like a Tractor Beam!” 

It is a near-perfect analogy for what businesses attempt to accomplish in marketing to their customers!

The goal of your marketing efforts is to draw the attention of a client or prospective client from a distance, create a desire for your product or service, and hold that client’s loyalty for a long, long time. Simple in explanation, but not so simple to accomplish in practice. This concept encompasses all of the elements of marketing from initial client contact to long after the sale. 

It also promotes the cyclical thinking I am so fond of, that once a sale or ‘customer experience’ is complete, the cycle begins again… but that is another topic for another day.

The initial contact is the point where your corporate image can act like a Tractor Beam to attract your clients. A great logo, business card, signage, or well designed website or print ad can say a lot about your business. You have the ability to define who your target market is, then research and discover what makes them tick and what they respond to, and then give them what they want!

Though often overlooked, your company culture can act like a Tractor Beam. I once worked with a lady who was so full of cheer that when clients called, many of them would say, “You know that lady that answered the phone? Never get rid of her, she is so good for business!” Just her demeanor was enough to attract clients and instill trust.

A Tractor Beam has the power to not only draw an object to it’s source, but to hold that object indefinitely. This concept also encompasses the loyalty factor. So many business people tell me, “customers just aren’t loyal any more”. You can fix that.

Give them something to be loyal to!

Yes, there are those people who seem to be unaffected by top-notch service and quality products, and who buy solely based on the lowest possible price they can find. Being frugal is not a bad thing, but often the clients who pay the least expect the most; and there is just no use trying to create loyalty in a person who doesn’t have a loyal bone in their body.

But by giving people an experience they can fall in love with, those individuals that have the capacity for loyalty will not only be faithful, but they will become advocates for your business. This can be your most inexpensive and effective method of advertising, and one that is worth cultivating.

Remember the 80-20 rule. 20% of your clients will be responsible for 80% of your business. Those are the ones worth training your personal Tractor Beam on.

© Tractor Beam Marketing Inc.

Relationship Selling Part II

by Jake Bergen, as published in his column 'Venture Hype'

Continued from last week...

Despite what the purveyors of fluffy warm-and-fuzzy sales techniques say, the responsibility of a good business is to provide a great product or service at a reasonable price, and take care of any genuine issues that may arise.

But what do you do if a client is high maintenance and expects you to be their personal slave in the interests of providing “service”? First, review if the money they spend and the portion of your living they provide is worth the abuse you put up with. If you feel it is, then suck it up.

If not, then fire them.

What?!?

You would fire problem employees if they were causing trouble or abusive on the job, the same should go for your problem customers. 

Frequently, those people have no idea that what they are doing is having such a negative effect. Some of those that you want to fire may wise up and move into the good customer category! Problem solved.

Communicate your intentions it in a polite way that still leaves an open door for them to do business with you down the road, but in a firm enough way that they know you are serious and are not prepared to put up with their behavior or unreasonable expectations any longer.

Some will respond with the old “the customer is always right” comment, a remark that is as unpleasant as something smelly you might pick up on your shoe. The only people who ever tried that one on me were using that slogan as a license to hurt and abuse others. 

It is amazing how many people go though life without realizing that respect isn’t something that is just handed out for free, it needs to be earned by patron and provider alike.

It is almost certain that at the point of being fired, these ex-patrons will threaten to bad-mouth you at every opportunity; such is the custom of those who are not prepared to earn respect. 

But know this; if they are ranting to someone of like mind, you wouldn’t want that person as a client either. And if they are not of a like mind and know the type of person that is ranting to them, they might just respect the fact that someone had the gumption to stand up to that individual, and want to become your client as well.

Oh yes! It has happened to me on numerous occasions! And that has made my day, when a bit of negative press from a fired client has resulted in more business than they would have brought me otherwise.

Don’t go overboard with this tool, but when executed correctly it is a very liberating experience!

A final note on this topic: never lose your cool. The great King Solomon said, “a soft answer turns away wrath: but grievous words stir up anger”. Lay out your case to your customer, stand your ground, and let the chips fall where they may. If someone spouts off at you and you lash back, it always turns out bad for you. Controlling your temper is crucial… and generally unexpected, which will always work to your favor.

If you happen to make friends in the process of doing business, then that is a nice bonus, but it should not be the goal. People can be loyal to you and your company without you becoming their personal attendant. Find the balance. Don’t be devious, and don’t be a butt-kisser. Just treat your customers well and conduct yourself with dignity.

© Tractor Beam Marketing Inc.

Relationship Selling: Part I

by Jake Bergen, as published in his column 'Venture Hype'

This week's post definitely has a 'sales' slant to it, but for those business people who aren't into 'selling', this article is especially for you!

In the world of selling and marketing, one of the new buzzwords is ‘relationship selling’. The concept that by genuinely caring for people and meeting their needs, one has the ability to shift away from tricks and tactics-based efforts.

FINALLY! As a business owner, I am a firm believer in ‘Relationship Selling’.

It always disturbs me to hear how some ‘professional’ salespeople trick, coerce and pressure people into making a purchase. I don’t enjoy the experience, so why would I put someone else through it?

Sure, they will get the one-time sale, but will probably never get repeat business out of that client. The focus is on making the quick dollar. It’s a shame, but there are those out there who still advocate that form of sales technique.

On the other side of the scale, there are those advocating a sloppy, gushy form of relationship selling. “Make friends with your customers and they will buy from you”, they say.

Hogwash.

Think about it. As businesspeople, our best friends are not our best customers. Nor should they be.

Have you ever had a prospect you were working diligently with to make a sale, going out of your way to be helpful and transparent, providing all sorts of information… only to have them come back to you smiling that your information had helped them make a purchase elsewhere? I have.

Early in my selling career I thought that by working hard and providing more information than was necessary, I could win the loyalty of my potential clients. But guess what?

I only succeeded in giving them the ammunition to find someone less caring and hardworking than I was and strong-arm them into a better deal because of the over-abundance of information I had given them. Then, because I had built a strong rapport, they felt comfortable enough to come back to me and think I would be happy for them because I was their ‘friend’.

Insane, right? I was stunned at the feeling that someone could be so ignorant as to think that I would be happy that they had essentially taken food out of my family’s mouths, and given it to a guy they admitted was not nearly as helpful. And after all the time I had spent with them and the relationship I had built, it was like they had stuck a dagger in me and were standing there twisting it.

So often people say, “Oh, so-and-so had such a nice business. They were so helpful and it is too bad they are no longer in business.” I like to ask those people if they ever bought anything there, and usually the answer is, “No, but we liked to stop in there, it was just so nice”. It is no wonder good businesses go away.

So yes, I learned the hard way and didn’t keep that up for very long. Don’t give too much away up front. Create what author and business consultant Michael Port calls a “Red Velvet Rope Policy” to raise the bar for those knocking at your door. I say it all the time; don’t try to be all things to all people! You don’t have to do try and do business with every warm body that makes an inquiry.

But sometimes some problem customers slip past your velvet rope. Over the years, I have successfully created and implemented a system of weeding out time-wasting and energy-draining clients that I will share with you. And it is not rocket science.

To be continued next week...

© Tractor Beam Marketing Inc.