The image above is a bittersweet ode to Atlantic City, a vacation destination whose time has come and gone. You may recognize The Tropicana Resort and Casino where I recently vacationed with my family. If you look closely, you'll see an attempt at a renaissance. Yet not unlike so much of this town, it's just a facade. It's a 2010 cover on a 1989 book. "Lipstick on a pig" as someone once said.
And while some things should never change, others must in order to remain relevant.
In business, what should NOT change are a company's core values and principles. Yet, the strategy and tactics you use to reach your audience should be market-driven and relevant.
Simply put, your company's message should always be "fresh."
Freshening up a message means more than tossing out one or two new services. Fresh means asking questions that stir the pot and make them consider something no one else did.
Test out that concept with me for a second by reading the following questions and noting where your mind goes.
- Did you know that by 2014, X percent of all small business will send their employees to an exchange for medical insurance and the decision whether to do so should not be taken lightly?
- Are you aware that more than 90% of network disasters do not occur from floods, fires, or earthquakes and that X out of 10 businesses who claim they have a disaster recovery plan have not tested their plan? Did you know that of those that have tested their plan, X out of 10 can actually recover their data?
- Did you know that X percent of employees under 35 years old find their information on the web? Did you know that X percent of ad dollars have shifted from print to online?
Are you at all interested in knowing what X is? Was your mind provoked to at least briefly consider something new? If so, then these questions were fresh.
Now the question is ARE YOU FRESH?
- Can you demonstrate that you're aware of the top issues facing your client?
- What new information can you deliver that demonstrates you care and have done your homework?
- What data or statistics can you share that will help frame the client's challenges in a new way?
- Are you able to roll those off your tongue with conviction?
To be different and create value for clients, you have to think differently. Are you proactively seeking out answers to the questions above (e.g. signing up for Google alerts)?
Are you REINVENTING yourself every day while staying true to your core values?
After all, whether it’s the boardwalk in Atlantic City or a stale sales message with new wrapper, your clients can also see past the facade.
Mark Slatin is a VP of Sales at entreQuest who is outsourced to a wide variety of companies to coach their teams, improve their client experiences, and raise their revenues.
