Most rural marketing is mediocre and misses the mark. Why? Because it doesn't connect with the conversation customers are having with themselves. Such a simple principle, yet so often over-looked.
Truth and proof are the currencies of trust and NZ Ag needs more trust than ever.
We are under huge pressure to prove to those outside our industry that we are the true stewards of the land we claim to be, that we treat our animals with care and compassion and that we are responsible and reliable employers. Succinctly summed up as our social licence to operate.
The problem with most rural marketing is it skims the surface. The posts, blogs and content I see and read talk in “we” language not “me” language. They serve their own needs rather than those of their customers. They stay superficial, shallow and self-serving rather than deep, specific and relevant. There's no compelling why.
It kills me when I meet rural companies that are visibly under-performing in sales yet still retain such an inwardly focussed vision. They focus on operations, they focus on finance, they focus on structures and org charts or value chains whilst failing to focus on the two things that are the lifeblood and priority of their rural business: sales and marketing.
Don't beat yourself up 2019 people. I'm giving you permission to say it's ok to have enemies in business. Why? Because enemies energise you to become better so you can beat them. Not having enemies would make your life boring and meaningless. Who else will you compare your performance against if you didn't have enemies? Enemies fuel emotion, they muster motivation and they keep you on track so if you don't have one, got get one.
Business plans waste your time. Their only purpose is to appease the bank when you need a loan. After that, they gather dust never to see the light of day again. Stop wasting time writing business plans you’ll never use and start thinking about the business model you can employ. You only profit when you help your customers profit and a business model can help you do that in a way others can’t
Are you sick and tired of motivating your sales team? Frustrated why they’re not performing at a higher level despite your best efforts? Failing to get your message through? The reason is simple: you haven’t correctly identified what motivates your sales team as individuals and you’re using the wrong tools to motivate them.
Sales people can be very persuasive. It’s their job. This means you need to be especially on your game when interviewing sales positions. Doing your homework and preparing well, just like candidates, helps ensure an effective evaluation and selection process for both parties and can save you the very expensive mistake of making the wrong hire…
They call them vanity metrics. Likes and comments from loyal staff but no engagement from actual customers. The problem with vanity metrics is you're spending vast sums of time and money creating content that no one sees. It’s like you’re talking to yourself. Vanity metrics will never move the needle for your business. You need to change your social media strategy and content plans if you want to be noticed and get engagement. Here’s how…
Influence is something we all want. Whether it’s the board table, amongst peers or with our kids. But when it comes to marketing we ignore it. We reach out to our network before we Google or pay attention to any ad. So why haven’t we become students of influence when it’s proven to be so effective? So how you go about being more influential? The answer is simple: be useful…
Sales is getting harder for everyone. Only 29% of people want to talk to a salesperson to learn more about a product whilst 62% will consult a search engine. 57% of the purchase decision is complete before a customer even calls a supplier. Only 13% of customers believe a sales person can understand their needs. We need to get better and quicker at sales training.
We use supermarkets because they are convenient. It's easier to use a full service agency too but like relationships, opting for convenience can mean you're settling for second best. The problem with full service agencies is you pay a premium. You pay for all the bodies and lights in the building, not just the ones you use, through the overhead and profit multiples that agencies apply to their rates. Convenience becomes far less convenient when this happens.
When we find truth we create trust so when it comes to branding you need to tell your truth and tell it well. That way people will know you're the real deal. Humans are hard wired to seek the truth. In court we vow to tell the truth, the whole truth and nothing but the truth so help me God. The Hippocratic oath in essence means "do no harm". Marketers and their agencies could take that same oath...