Remain true. Remain authentic

I was listening to a client this morning describe how concerned they were with a new directive from the company's HQ. As a franchisee it appears they have little choice but to tow-the-line or "experience a hatchet job on their stores"......all appears rather sinister, yet not as sinister as the new directive.

Typical of the epidemic of short-term thinking cursing most UK businesses they have been asked to erm, how best to describe without compromising the libel laws …..exaggerate some of the benefits attached to their products. All in the name of securing a higher spend by the customer. This from a brand which is allegedly proud to be positioned as a 'better value, transparent pricing, impartial advice' to the consumer.

Their short-term thinking stems from their desperation to make more money during these difficult times…..and screw the consequences of customers who eventually realise they’ve been had over and encouraged to buy products they didn’t necessarily need.

This approach will not only do permanent and far-reaching damage to their brand it will see them struggling to retain market share once the recession is over. The old maxim comes to mind ‘It takes a lifetime to build trust and an instant to lose it’.

Brands need to remain true to their values, true to what we have come to expect of them, otherwise they will go the way of many high street casualties who in their desperation to make a fast buck become ‘me too’ …..imitations are rarely attractive or sexy – they are at best boring, at worst, positively dodgy!!

using the senses is essential

Just read an excellent article by Neil Gillis CEO of Blacks Leisure in the current copy of Retail Week - he talks about new ways of touching the customer by engaging the senses. Hoorah!

Someone else in retail who understands the power of the senses to create emotions - essential when we're appealing to customers and demonstrating why we're 'the one'.

Too many businesses pay scant attention to their visual message let alone using any of the other four senses to seduce, engage or charm customers. This is their downfall. Business must start to exploit all of our senses or risk becoming irrelevant in the mind of the customer. If you're failing to embrace the innovation of emerging trends you can be sure your competitors will, and they will reap the rewards.

The global trends for 2010, predicted at this years Retail Conference, suggest that money now has short-term relevance in the race to retain customers - we must provide meaning and relevance through making sure customers leave smarter than when they arrived at our door. This means understanding our products and services and communicating with passion, enthusiasm & confidence how they can serve the customers wants, desires and dreams.

Let me know what your thoughts are about providing a sensory experience in business - what do you do, or are planning to implement, to create that much discussed 'differential'.

Keep shining

Angi

Tired of poor speakers?

How many more times will I have to sit listening to speakers who do little other than 'me & we' all over the audience? You know the type - they begin with their life history, how great they are and what big names they work with .... in the belief we're going to be impressed. I can't help thinking "so what?"

Or the totally mind-numbing individual who we-s all over us by telling you we're based in, we were founded,we pride ourselves on great products & service (like they're going to say otherwise!) and we are .....fill in the blanks. Dull in the extreme both of them. 

I don't want to know what they are, I want to know what they do, and more importantly, what they do that works and is relevant to me.

Speaking in public is a huge priviledge so audiences need to hear about how the speakers experience can benefit them, their business and their community. Speaker authority is created more by what they give rather than telling us how brilliant they are.....actions speak louder than words everytime.

Begin a game of buzz word bingo at the next seminar or conference you attend and shout "off" everytime you hear any me-ing, we-ing or irrelevant stories designed to make the speaker look great.

How much more satisfying would it be to listen to someone who can inspire, entertain and leave us feeling richer for the experience. Let's start a game of buzz word and get rid of poor speakers.

Please let me know what you think. What do you think are the cardnial sins of speakers? How can we stamp this curse out? What would you really like when you attend a seminar or conference?

Meanwhile, keep shining 

angi 

dictionary for networking speak

Having been to most of the networking clubs from horribly early breakfast meetings through to evening events that make you wish you had stayed in the office, I began to notice there is a kind of cliched speak that deserves a dictionary. This is to assist newbies to networking, and those who have noticed the same thing and fancy adding their own contributions to the dictionary.
In true Angi style let's start with a top 5........

They say It would be great to meet for coffee What this really means I want your expertise but I don't want to pay for it

They say I think we could work together What this really means I'm keen to access your client list for easy ways in

They say Can I have your business card? What this really means I want to build up my database

They say How long have you been a member?What this really means How much business do you get from this?

They say What do you do?What this really means I haven't a clue what to say and I really want to talk about me

This is a lighthearted tease more than a sinister dig so if you decide to join in do please keep your contributions in this style. I have now adopted a policy of keeping my business cards hidden unless I decide they are genuinely someone who I could work with - the alternative is just too dull to contemplate! If you fail to do this prepare to be spammed and sold to for months to come.

keep shining

Angi

stand out in the global car boot environment

Listened with interest to the Radio 4 Woman's Hour programme this morning and was delighted to hear LG Rich and Heather from Wiggly Wig Worm company describing their principles for creating 

on-line success.

They support the central principle of Romancing the Customer and why this creates success and bliss for the communities we serve – connect with people through being authentic and more human, understand the market before you wade in with 'wham, bang, thank you ma’am' selling and finally the dare to be different to get noticed – using the right words, creating great visuals, free from cliche and give people the information they’re looking for. Especially on-line …..the global car boot LG Rich described (see Initial Lust chapter 6 on websites).

It was encouraging to hear other successful business women discussing the need to cut through the corporate thinking and instead focus on the needs of people looking for what you are passionate and knowledgable about. Give inspired expertise and give it willingly, and everyone benefits.And do so with genuine charm and humour - this is far more compelling than boring corporate speak that serves as an ego stroke to anyone but the customer. 

Keep shining!

angi