Keeping The Main Thing… The Main Thing!

How do you define success? Success is not measured like temperature with a static scale or counting system. It is an abstract system that is different for every person and business.

With today's Attention Economy, you may think that likes and clicks are the most important metric. But I am here to tell you that profits are the main thing to measure in business. Profits come from sales.

Success can ebb and flow with outside influences, but we want to feel like we can help control what we can. I know that people with a lot more influence and money can affect or even derail my plans for success at any time. They could also help me to exceed my expectations.

Like “Dug The Dog” in the Movie “Up,” Attention is like a squirrel with a bullhorn in business.

So although attention makes us feel successful, you want to keep the main thing… the main thing!

What You Can Control…

You would not be in business if you did not have a product or service that people needed, wanted, and were willing to pay you for.

Your Product/Service

You have a USP (unique selling proposition). There is something special about you, your company, your people, and your product and service. While other companies may be cheaper and faster to deliver, you may offer additional value through design, installation, integration, and repair services that others can't match.

I am sure you have conducted countless SWOT analysis sessions about what makes you tick and why people buy from you over your competition (if not, then get cracking). That USP is what makes you special.

Your Messaging

That USP needs to be shouted to the rooftops. Not only to attract new customers but also to your existing customers. You have to remind everyone what makes you special and how you are not the Wal-Mart or Amazon (low-price leader) but the total solution provider who cares about them and their business.

Too many companies focus on “we-we” marketing. We do this, and we just got this award. We are also having a sale.

What your customers want is “me” marketing. How can you help me? Do you understand how this problem is affecting me? Will you be there for me when things go wrong?

Your People

Keep the main thing the main thing. You need to constantly share that you have been there, done that, and have a sense of what's coming. You have to be the go-to source when people have questions and be accessible to answer them. HINT: An AI bot is not your B2b customers' idea of caring about them, their needs, and their time! Your sales team and CSRs should be fielding calls, questions, and inquiries.

What You Can't Control…

Competition is a fact of life. Sometimes, companies can be so big, rich, and powerful that you can't even dream of going head-to-head. Take Google. Though a federal court deemed Google an illegal monopoly, Google still owns over 90% of all searches and sells visibility to the highest bidders. Companies with the most money can own more of that 90% of search engine visibility and traffic.

Many marketing experts will try to convince you that you must allocate more time and budget to Google Ads and Search Engine Optimization if you want to win the battle for attention. You may be able to control the budget and spend more and more money, but you can't control how and when Google chooses your information to be shown to the right people at the right time to generate new sales. Google Analytics used to let you understand who was visiting your website, but now it's more focused on getting you to buy more ads.

Your Customers

People are constantly bombarded with messages. Both you and your competition hope to get people to switch alliances and buy from you. The part you can't control is when your customer (person) leaves the company (either by choice or by edict). While you have the opportunity, ensure your current customers get messages reinforcing why you are the best choice for them.

Internet Messaging Delivery

I hope you understand that you can post to social media platforms, but their algorithms pick and choose who sees what and when. If you buy ads, they will tell you how many people saw it (impressions) and how many people clicked (acted), but they won't tell you who and when. Even with SEO, you may see a rise in traffic, but you need to filter out other countries to see the real results (unless you sell internationally).

Your People

Your sales team members are the people who matter the most when making sales. Like you, they want to make as many sales as possible. You can train them to help spread your messages and engage with clients and prospects, but no matter how much you try and beg, they will avoid or refuse to do the marketing pieces of sales and marketing. I have helped many companies show sales team members how to create and share content and post on social media, but what starts out as enthusiasm wanes when they don't see or feel a direct correlation between those activities and sales.

Since there is no way (other than direct messages and emails) to see who is being reached and affected by your messages, it just feels like a waste of time and attention to most.

Control What You Can… As MUCH as You Can

In this Attention Economy, companies are trying different tools and techniques to stand out. You have two invaluable assets that others don't have: relationships with your current and past customers and their contact information. In other words, you already have their attention!

Creating USP messages and thought leadership content that is focused on those who already know you is faster, cheaper, and better than trying to snag the attention of people who don't already know, like, and trust you.

I am not saying that you don't want to find and attract new prospects, but if that USP content is well-received by your current clients, doesn't it make sense to share those same messages? They have the best chance of grabbing the attention of the right people for your company. Posting from as many accounts as possible gives you the best chance to attract a larger number of great prospects.

Final Thought

It Helps To Get Help!

It makes sense that your salespeople don't want to spend time sharing content and interacting on social media. That is why we have helped companies by making connections for them and then posting content for them. It gives you the competitive edge while letting your sales team do what they do best—build relationships that SELL!

Keep Your Main Thing… The Main Thing!!

We can help you by having our experts and staff create great content and then share it with current, past, and prospective customers via email, social media, and more. This has helped companies achieve their goals of customer retention while attracting the right people who are serious about needing what you sell. This is so much better than buying ads that attract more people who want to sell you something than those who may want to buy from you!

Comment below and share your thoughts, ideas, or questions about business-to-business sales and marketing today! Do you have a sales or marketing communications strategy that works for you? What tips or techniques can you share that work for you and your business?

To learn more about this and other topics on B2b Sales & Marketing, visit our podcast website at?The Bacon Podcast.