Blog | The Age of the Customer – by Jim Blasingame | Prepare For The Moment of Relevance

The Age of the Customer®, Part 2: The new Field of Dreams business strategy

May 15, 2014 11:05 am , admin

Photo courtesy of Archer Creative

In the movie, Field of Dreams, the lead character, Ray Kinsella, is a corn farmer who hears a voice that causes him to do strange things.

Kinsella, played by Kevin Costner, first hears the voice say, “If you build it, he will come.” And even though Kinsella doesn’t yet know who “he” is, he determines that “it” is a baseball field, which he actually builds, and which, incredibly, attracts a bunch of formerly-dead major league baseball players.

Field of Dreams is a wonderful feel-good movie, best enjoyed by suspending all attachment to reality.

Unfortunately, some entrepreneurs believe what I call the Field of Dreams Myth, which is, “If I build it, they will come.” They think that by merely building “it,” which is a business, not only will “they,” the customers, come, but will consistently do so and in sufficient numbers to ensure success.

This will be on the test: In the 21st century Age of the Customer, “If I build it, they will come,” is a fantasy and the business equivalent of a death wish.

Any questions?

The Field of Dreams strategy has never been an intelligent way to start a business. It’s always been prudent to identify how big the competitive pie is that’s being carved up by current participants, plus how prospective customers will accept the entry of your product or service into the marketplace. In the 20th century, it wasn’t difficult to identify all your competitors, which you could probably count on your fingers. Today you couldn’t do it with a supercomputer.

Every day of the 21st century, our customers have a virtually infinite number of purchasing options through the many competitive models in the traditional marketplace, plus the innumerable options available online. So as you develop your 21st century business strategy, the Field of Dreams voice in your head should be saying:

“If I build it, customers will only come the first time if I clearly and quickly identify what’s in it for them. And even then, they won’t come back unless I make sure their experience is so exceptional that they choose to forsake all other options.”

There is one message the voice in Ray Kinsella’s head told him which tracks perfectly with our 21st century Field of Dreams business strategy. When Kinsella was up against his most challenging obstacles, the voice said, “Go the distance.”

You must go the distance to determine who your customers are, what they want, why they’re doing business with you today and what they require to come back tomorrow.

Write this on a rock… Go the distance with what customers really want.

Posted in: Age of the Customer, Business Ownership , Tagged: age of the customer, business planning, Jim Blasingame, small business, small business planning

The Age of the Customer®, Part 1: Can social media be dangerous?

May 14, 2014 11:04 am , admin

Infographic courtesy of Digital Sherpa

Can social media actually be dangerous to your small business? Absolutely.

“Blasphemy!” you cry. “Heretic!” you say.

Guilty as charged. Remember, Martin Luther was a heretic with a blasphemous message. Today’s heretic might be tomorrow’s prophet.

Being successful with any of the social media communities is as easy as falling off of a log – for individuals; but for small businesses – not so much.

The goals of these two groups are very different: Individuals use social media primarily to connect and share. Businesses participate in social media communities to pursue a marketing strategy in these target-rich environments.

For professional services providers, like consultants, trainers, writers or any venture that sells information and ideas, social media is pretty intuitive, completely logical and often highly effective. But many classicMain Street small businesses, like a restaurant, dry cleaners, contractor, etc., often struggle to create an effective social media strategy.

Unfortunately, some business owners, especially start-ups, get caught up in the social media whirlwind and, since it’s all the rage, actually believe that spending time “connecting” online will cause sales dollars to roll in. This is where the danger lies because social media activity can become a thief that steals time from effective marketing practices. Effective means those strategies that are known to result in sales.

Even so, social media, with all the attendant sites and applications, may be a craze, but it isn’t a fad. It is real, and it will last. And just like the evolution of websites, in time businesses will figure our how to use social media as an effective tool. But for the time being, some businesses have figured it out, while many are still uncertain about how to produce a social media return on investment.

In order to actually have a social media strategy that isn’t dangerous, practice both/and rather than either/or. Continue to execute your traditional marketing strategy, while simultaneously getting involved in and learning about the 21st century social media universe.

Get a Facebook page and use it, but don’t live there. Acquire a Twitter and do some following, but don’t get sucked into the time drain. Link up on LinkedIn, but don’t forget to unlink.

Allow me to demonstrate that I’m an equal opportunity heretic: As obnoxious as it may be today, social media will increasingly become a significant element of any successful small business marketing strategy.

Write this on a rock… Use social media like any other business tool — prudently.

Posted in: Age of the Customer, Online Content, Social Media , Tagged: business, Jim Blasingame, small business, social media, social media strategy

Customers now co-own your brand message

May 9, 2014 11:30 am , admin

As previously revealed in this space, the Age of the Seller is succumbing to what I’ve named The Age of the Customer®. In this new Age, control of the relationship between Seller and Customer has shifted to the latter.

This paradigm shift is largely caused by online platforms that are: 1) increasing the access customers have to information about Sellers and their products; 2) allowing customers to express and share what they’ve learned about and experienced with a business.

The first element above has created what I call, the “Moment of Relevance™,” where customers have access to virtually all the information they need before you know they’re interested, and prospects are similarly informed before you even know they exist. Such access to information is changing—or disrupting—the way you market to and connect with customers, as well as how you train sales people. Plus it demonstrates why your greatest danger in The Age of the Customer isn’t being uncompetitive, it’s becoming irrelevant.

To some, the second element looks like the new kid on the block. But it’s actually the new iteration of an ancient marketplace maxim that describes the practice of word-of-mouth: “If you make customers happy they will tell someone; if you make them unhappy they will tell 10 people.” The theory behind the 1:10 ratio is that all businesses, regardless of size, are motivated to perform, or risk a marketplace indictment by the judge and jury of word-of-mouth.

In the new Age, online platforms have caused word-of-mouth to transmogrify into a powerful dynamic called “user generated content,” aka UGC. This is when customers post their experiences, questions, praise or condemnation about a seller’s products, services, and general behavior in the marketplace. In the vernacular, it’s word-of-mouth on steroids.

Indeed, if the word-of-mouth maxim were coined today it would sound like this: “Customers may post their opinions online—positive or otherwise—about your business, making it available potentially to millions.” To paraphrase Mark Twain, comparing word-of-mouth to UGC is like comparing a lightning bug to lightning.

In The Age of the Customer, two of the new things every business must do are: 1) anticipate that customers are already well informed; 2) track and respond to UGC about your business. And how well you do these two will influence whether the new customer control becomes a handy lever to growth, or a disruptor that makes you irrelevant.

It’s the Age of the Customer—are you prepared for the Moment of Relevance?

Posted in: Age of the Customer, Branding , Tagged: age of the customer, brand message, customer branding, small business, small business branding

Your values and customer communities

May 8, 2014 11:30 am , admin

Last time we talked about focusing on developing customer communities as a way to find relevance through your online strategy, including website and social media. Now let’s strengthen this relevance by focusing on values.

Increasingly, prospects will turn into customers, and customers will become loyal, because they’re attracted to what your company stands for. They are looking for evidence of your values in your online elements. For example:

1.Are your brand elements – brand promise and image – all about you and your stuff, or do they sound like something that would benefit your customer community?

2. When delivering information to the community, is it all about you, or does it contribute to helping customers?

3. What is the tone of your marketing message? “Tone” is how brand messages are incorporated as you serve the community, from crassly commercial to almost subliminal. You should strike a tone balance between making a sale and serving the community.

In a world where everything you sell is a commodity, value – product, price, service – is the threshold of a customer community, but values are the foundation. Anyone can find value, but when customers like your values, they tell their friends. Indeed, the most dynamic and potentially viral element of any online community is the feeling members have about your values. But remember, that “feeling” can go either way – positive or negative.

Here are a few guidelines for establishing compelling values online that match your values offline:

1. Acquire and use the technology that makes online community building possible.

2. Create an environment where an online community can flourish around the value you deliver and the values you demonstrate.

3. Serve and protect your customer community, while accepting that you cannot control it. As customer members come and go, and say what’s on their minds, maximize the positive and repair the negative.

Once community members find your value and like your values, prospects will turn into customers and customers will turn into your best salespeople.

Write this on a rock…

Build and serve customer communities by delivering value and demonstrating values.

Posted in: Age of the Customer, Customer Care, Online Content , Tagged: age of the customer, business values, customer values, small business, values

Disregard the “Nu-uh!” Effect at your own peril

May 7, 2014 11:30 am , admin

Once upon a time, but not that long ago, a brand message could be successful even if it was close to a work of fiction.

Created by Madison Avenue wordsmiths, copy for an ad or brochure was crafted to manipulate and motivate using puffery, a legal term referring to acceptable marketing exaggeration. And most of the time it worked.

In fact, generations of consumers allowed themselves to be manipulated by puffery that became part of the sound track of our lives. For examples:

“Plop, plop, fizz, fizz, oh, what a relief it is.”

“Put a tiger in your tank.”

“The best part of waking up is Folgers in your cup.”

Here’s a local example:

“Largest inventory in the tri-state area.”

In the past, I’ve revealed how the 10,000-year-old Age of the Seller paradigm has shifted in favor of the Age of the Customer. The differentiator is control of the information, and your customer now owns that advantage, including the truth about your products, services, and marketplace behavior. This control is derived in part from something called user generated content, or UGC.

UGC is word-of-mouth on digital steroids; the commercial equivalent of political fact-checking. Today a successful brand message will look less like Madison Avenue manipulation and more like the good, the bad, and the ugly of your business discussed by customers in online communities, like Facebook, Twitter, or YouTube. You’ll benefit from good UGC one day and try to recover from negative UGC the next.

Negative UGC produces what I call the “Nu-uh!” Effect. It’s what someone posts online when your brand message doesn’t meet their expectations. If you say you have the freshest salad bar in town and one person writes “Nu-uh!” on Facebook or Yelp, that’s your new brand message until you find a way to redeem yourself.

A “Nu-uh!” could refute your claim in any number of ways, from a well-written critique to “Dude! Seriously?!” Either way, if you’re getting responses like this to your brand messaging, anyone who gives you a “Nu-uh!” raspberry is, at that moment, the co-owner of your brand.

Since no business, product, service, or relationship is perfect, the over-arching goal of your brand strategy in the Age of the Customer is to have more positive UGC than negative and, if possible, leave no ”Nu-uh!” unresolved.

UGC represents the two-edged sword by which brands large and small will either flourish or die.

Disregard the power of UGC and the “Nu-uh!” effect at your own peril.

Posted in: Age of the Customer, Online Content , Tagged: age of the customer, future thinking, online strategy, online technologies, ugc

In The Age of the Customer, customers co-own your brand message

May 1, 2014 11:57 am , admin

The Age of the Seller is succumbing to what I’ve named The Age of the Customer®. In this new Age, control of the relationship between Seller and Customer has shifted to the latter.

Write this on a rock …It’s the Age of the Customer—are you prepared for the Moment of Relevance?

Posted in: Age of the Customer, User-Generated Content

You are a CEO, but are you doing the job

April 25, 2014 8:00 am , admin

The hardest job in the marketplace is the Chief Executive Officer of a small business.

So how could it be harder to be the CEO of Excel Supply, LLC, than the CEO of Exxon? Let’s look at the definition.

Investopedia says a CEO is, “The highest ranking executive in a company whose main responsibilities include developing and implementing high-level strategies, making major decisions and managing overall operations and resources.”

For every element of that definition, Exxon’s CEO has a cadre of presidents reporting to him about how they’re managing battalions of VPs, brigades of managers and armies of employees. Exxon’s CEO manages that handful of presidents who bring him performance updates.

The CEO of Excel may have managers reporting to her, but she’s never more than one degree of separation from the work, and likely the alpha member of any given task, especially things like capitalization, cash flow, business development, etc.

There is one thing that sets all CEOs apart from every other position and it’s the first item in the definition: high-level strategy. A CEO’s primary job, which can be supported but never delegated, is to determine the long-term direction of the company. Every business, large or small, must have someone doing this CEO job, whether they use the title or not.

Big business CEOs spend very little time managing and most of their time working on strategy and future direction. Conversely, and unfortunately, most small business CEOs spend too much time managing and too little on executive thinking.

Recently in our online poll, we defined a CEO and asked small business owners: “How difficult is it to budget CEO time away from managing?” Here’s what we learned.

Only 3% said they had “…found a way to balance management and CEO duties,” and 8% allowed they were “…

inconsistent but getting better at it.” Over half of our sample said they “…can’t focus on CEO tasks for putting out fires,” while one third rejected our premise with, “I’m a small business owner, not a CEO.”

Here’s a practical way for small business owners to increase their CEO activity: As often as possible – at least once a year – fire yourself from jobs someone else can do and promote yourself to jobs only you can do. This will push you toward more executive thinking and behavior and put you on a natural path toward performing all the tasks of a CEO, including charting the long-term course for your small business.

Every business needs someone doing the work of a CEO – that’s you!

Posted in: Business Ownership

Small business lessons from big business mistakes

April 23, 2014 8:00 am , admin

Here is a true story from which several business lessons can be learned.

A while back, I needed to reach a friend who worked in the local office of a national company.Searching the phone book and online, I found only a toll-free number that connected to an answering system for the entire company. That’s right – this business didn’t publish a local number anywhere. And incredibly, this automated system did not offer an option to connect to any local branch or person. I’m not making this up!

Lesson 1: Don’t create barriers to customers. Even if you think you don’t have barriers, look anyway, because you might. Ask employees and customers to help you find them.

Undaunted, I finally acquired the local number (yes, they had one), but the person who answered said my friend, who was in sales, had been laid off. It turns out that this publicly-traded corporation was losing money, so in order for the CEO to impress Wall Street analysts, who influence the stock price, almost 2,000 employees across the company were told to hit the bricks.

Never mind how valuable these employees were or if those cuts would hurt the company’s long-term performance; the quickest way to increase profits was to cut payroll.

Lesson 2: Performance goals are important for planning, but customers don’t always buy on your schedule. Don’t let short-term expense pressures cost you sales, and worse – long-term customer relationships.

I learned that my friend had been a top producer, but since he was the last one hired he was the first to go. He’s no longer a payroll drain on his former employer, but one of their competitors quickly snapped up this winner.

Lesson 3: In the 21st century, seniority doesn’t trump performance.

So what if this big business CEO had simply installed a phone system that made sure customers could connect to his local offices? The answer is that my friend and several hundred others may not have been fired.

And who knows? By simply eliminating one customer barrier, this company might have needed to hire more employees to handle all of the business that went elsewhere.

Lesson 4: How you run your business – including people, systems, technology and policies – is not more important than the ever-evolving expectations of prospects and customers.

By the way, that big business that taught us these valuable lessons is no longer in business.

Think you don’t have customer barriers? Neither did that big business CEO.

Posted in: Age of the Customer

In the marketplace, it ain’t over ‘till it’s over

April 21, 2014 8:00 am , admin

One of sports history’s greatest upsets happened at the 1975 U.S. Open tennis tournament at Forrest Hills, New York, when the Spaniard, Manuel Orantes, defeated legendary Jimmy Connors in straight sets (6-4, 6-3, 6-3), in Connors’ own back yard.

But that contest isn’t the best part of this story. Beating Connors to win a professional tennis Grand Slam tournament couldn’t have happened if the night before, against all odds, Orantes had not demonstrated enormous courage and extreme perseverance.

In the semi-final match between Orantes and Argentinian, Guillermo Vilas, the Spaniard was down two sets to one, five games to zip in the fourth set, and two match points in the sixth game. Vilas was serving triple match point to the seventh power.

If Orantes loses one more point in this game the match is over. And even if he battles back to win this game, he would then have to win the next six games in order to force the fifth set to determine who advances to the finals. Tennis fans know a score of 2-1, 5-0, 40-love, is an against-all-odds, improbable comeback scenario.

There’s another group that can appreciate the long odds Orantes faced—small business owners. Entrepreneurs are no strangers to the marketplace equivalent of triple match point to the seventh power. Here’s what it might look like: losing a major customer, having an unexpected expense, and a cash flow crisis resulting in a call from the bank, all in the same hour. The question is not whether a small business will have triple match point challenges—Orantes faced it only once, small businesses see it all the time—but how well the owner manages them.

Back to the tennis match: In perhaps one of the gutsiest display of guts in the history of pro tennis, Orantes overcame that triple match point to take the sixth game, and then proceeded to win the next six in a row to claim the fourth set 7-5. This courageous comeback not only produced the momentum to beat Vilas 6-4 in the final set and get Orantes into the finals with Connors, but, as you now know, it carried over to the next day when he became the 1975 U.S. Open champion by dispatching one of the greatest tennis champions of all time in straight sets.

Next time your business is down triple match point, remember that as long as the game isn’t over you can survive. As long as you have the desire to win you can succeed. As long as you believe in yourself you can gain the momentum to win today and become a champion tomorrow.

Even when you’re down triple match point, you can still win.

Posted in: Entrepreneurship

Who made a difference in your life?

April 18, 2014 8:00 am , admin

The following quizzes, and the subsequent paragraph, are attributed to the late Charles Schultz, creator of the comic strip, Peanuts. I’m passing along his thoughts because I think it’s important that we realize what is really important in life.

Quiz 1:
1. Name the five wealthiest people in the world.
2. Name the last five Heisman trophy winners.
3. Name the last five winners of the Miss America contest.
4. Name ten people who have won the Nobel or Pulitzer Prize.
5. Name the last half dozen Academy Award winners for best actor and actress.
6. Name the last decade’s World Series winners.

Quiz 2:
1. List a few teachers who aided your journey through school.
2. Name three friends who have helped you through a difficult time.
3. Name five people who have taught you something worthwhile.
4. Think of a few people who have made you feel appreciated and special.
5. Think of five people you enjoy spending time with.
6. Name half a dozen heroes whose stories have inspired you.

“The applause dies. Awards tarnish. Achievements are forgotten. Accolades and certificates are buried with their owners. The people who make a difference in your life are not the ones with the most credentials, the most money, or the most awards. They are the ones who cared.” – Charles Schultz

This is Jim again. As we go through life, let’s make sure our goals and priorities include caring about and serving other people, not just about other things.

Posted in: Management