Archive for June, 2012

Is Training Relevant?

by:

As the economy continues to to be propped up on the shakiest of foundations, many employers are having to make decisions about where to invest their revenue.  Is it best placed in inventory as a hedge against inflation so that product components are purchased at a lower cost and able to be sold at a higher cost?  Should equipment, technology, and machinery be bought so that productivity can be increased – and possibly labor could be reduced, thereby getting a double benefit of reduced costs and increased produtivity.  A third option available to businesses is to invest in the skill development and competency enhancement of their employees.

Why Not Just Hire The Skills Initially?

There may be some business owners that would prefer to seek the requisite skills needed in their new hires.  The thinking is that rather than work to provide opportunities for employees to grow and evolve into positions; it is better to just seek people who have received that training elsewhere and bring them on-board.  The rationale for this thinking is that it is expensive to train, takes time, and very likely training is not a core strength of the organization.

Here is why that thinking can be problematic:

  1. The pace of a company’s needs often accelerate more quickly than can be sourced from the outside.  So, today’s skilled new hire may no longer be considered “best in class” in the next year or two.
  2. Even if someone has received training – it is often in need of refinement and customization to fit the new organization’s culture, objectives, methods, etc.  So, there is still a need for training.
  3. The salary requirements of a highly trained new hire will exceed the requirements of someone who is capable, but not as trained.
  4. If employees have all been trained elsewhere and are now working together at a new company, there is a strong likelihood that there will not be consistency of skills, approaches, and resources used in performing the tasks.

So, What Needs to be Trained?

A recent New York Times article that appeared in the June 20th edition http://boss.blogs.nytimes.com/2012/06/20/figuring-out-a-better-way-to-train-employees/  addressed how one business approached that decision.  The business owner spotlighted in the article, Paul Downs, was very clear that he wanted to focus on when he commented, “I’m not interested in training individuals to do something unless it’s necessary for that person’s specialized role.”  Training should initially be focused on the NEED to have and not on the NICE to have. 

As companies grow, they often find they will need to upgrade the tools used (computer applications or software, processes used to accomplish tasks, and the differing requirements of customers).  Those are all opportunities for training.  Mission-critical needs that are required to succeed are the first priority.

Who Does It?

Training is a decision that cannot be left to chance.

Training can often be accomplished in a mentor-mentee relationship where one helps another.  However, it is essential to ensure that the mentor is:

a) doing it correctly him or herself

b) has a skill to train and educate another.  Just simply being an expert is not sufficient to ensure successful training.

So, it is often necessary to have someone tasked with that responsibility to oversee that opportunities are identified and met.  In some situations, it is advisable to have an external consultant assist to be certain that things are done efficiently, effectively, and allow employees to focus on their jobs without having to come up to speed on a skill in order to train others.  Rather, the employees can learn from a true expert and then incorporate those skills into their own jobs.

Exporting for Small Business

by:

One of the concerns that companies have as they look to expand their business is overcoming the complexities of exporting products internationally.  There are many concerns that can trip up a growing company  – as well as literally a world of opportunity.

The Ways to Approach Exporting

  1. Sell products to someone domestically who then assumes responsibility for selling the product(s) to an international clientele.  This approach is no different than a domestic sale for the manufacturing company/original seller.  It is the purchasing company that assumes the risk of placing products with the foreign marketplace.
  2. Using intermediaries to export products.  Unlike the first example, the original seller is aware and participatative in the export sale of the product.  These intermediaries go by various names.  Some of them are Export Management Companies (EMCs), Export Trade Companies (ETCs), International Trade Consultants, etc.  Given that the relationship is collaborative between the companies; it is ordinary for the original seller to retain a fair amount of control over the process.
  3. Direct exporting requires the greatest amount of skill and knowledge to successfully implement.  In this arrangement, the selling company retains the responsibility for the entire process.  A separate sales and distribution organization is often necessary to meet/fulfill the requirements of this distribution challenge.

Help in making the appropriate determination of which approach to use (and hybrids between two or more of the above are not uncommon) can be sough at http://www.unzco.com/basicguide/c4.html.

The opportunity to expand a company's reach through exporting requires forethought.

Obviously, the critical questions to answer include the following considerations for distribution:

  • Which channels of distribution should the company consider in marketing products (and which ones in what countries or regions of the globe)? 
  • Whether it makes sense to manufacture/product product locally in the market it will be distributed into, or if product should be shippped into the local market? 
  • What level of support/assistance is required to provide the necesssary support (sale, marketing, operations, etc.)?  Is an intermediary a better option than trying to assume total control?
  • Is there an opportunity to leverage another company with a complementary product that has an established method of distribution and “piggyback” onto their efforts (by having them sell on your behalf, or in some other way assist in the opening up of the market).

For any company that is considering selling products internationally, it is important that the legal considerations be well understood as the laws governing commerce in the United States may not be consistent with the laws in other countries.  While this decision is one that can have significant upside for a company; it can also lead to tremendous upset and difficulties for a company that is ill-prepared for the difficulties of setting up distribution in a foreign country.

BI and Sales

by:

Sales has evolved over the years to require far more sophistication and insight to ensure success than the Arthur Miller character, Willy Loman, in “Death of a Salesman.” Now, the decision support tools, analytic capabilities, ability to create “ad hoc” presentations to meet unique customer requirements must exist and support sales initiatives. 

The sales person's job has changed dramatically.

The requirements to succeed have changed. Current challenges include an uncertain economic climate, decreased consumer/shopper loyalty to both brands and outlets, the ubiquity of internet options available to shoppers encroaching upon the conventional “path to purchase” through brick and mortar stores and the overwhelming amount of data that is now available to be collected and expected to be analyzed and interpreted. All of which leads to a perplexing problem: How can we identify and measure what counts if we can’t get it collected, formatted, and ready for analysis?
The constant pressure many manufacturers and retailers face to focus on increasing efficiency while maintaining effectiveness and increasing performance has reached a fevered pitch. Budgets are often frozen and expenditures closely analyzed and so help cannot be found by adding headcount. With pressure being applied on both ends of the managerial equation – reduce costs while increasing revenue and/or profit it has truly become a new reality confronting the industry and only those prepared to address the new demands will succeed.
In this new reality people are expected to work both harder and smarter; therefore a deeper understanding and leveraging of the power of business intelligence tools that offer real-time analytic capabilities can bridge the gap between doing business as usual and floundering.

Need for a Plan

However, doing more with less requires a focused plan to deliver results. Just expecting or demanding that people do more will not successfully meet the demands of the new marketplace. What is required is an engine or tool that can reduce time-intensive analysis and free up the expertise to appropriately implement business-building ideas and seize opportunities to leverage the insights to develop better relationships between trading partners, improve results, and provide tangible benefits to the organization.

You Can’t Do More with Less Unless You Understand What More Means

 
“More” is often defined as providing clarity and rationale and not simply additional data. Employees are overwhelmed by the increase in data available, having to report on it and provide it to fellow employees or customers more quickly than ever before.  In what may seem counter-intuitive, the challenge is not to produce more insights, more analysis, or more data; but to produce fewer.  However, they must be better targeted and relevant insights that directly lead to improved business results.  Reducing the extraneous many facts down to those essential few nuggets is the task that continuously trips many in the industry.

BI Tools or Strategic Weapons

Operational Necessity
Being able to quickly disseminate information and share key findings is a differentiator between competitors.  Those companies that are cohesive and reliable to work with across different geographies and able to offer consistent insights, innovation and business building ideas will see more opportunities to participate in the strategically important initiatives with their customers. Businesses that have not learned the importance of sharing information often have silos or pockets of expertise where the knowledge and insight is hoarded.  That leads to the company having to forever recreate the wheel in each account. They lose ground to the competitors that have learned how to leverage the business intelligence tools that permit almost instantaneous refreshes, updates, and sharing of best practices across the entire sales, marketing or analytic teams.
Tip 1:  Empower the People
Business Intelligence tools also permit core users to create the majority of a presentation/report and allow the local account handler to be more effective through:
• Focusing on building the relationship and uncovering insights rather than presentation/report creation
• Providing best in breed caliber insights that can more effectively be created by HQ personnel with exposure to multiple account situations

By allowing the core users (typically HQ-based personnel to leverage the BI tools, 80% of the presentation/report can be developed for sales personnel and still allow for local tailoring or customization to be done by the field team based on unique needs of the account, customer, etc. In this way, there is a consistency of message, easier maintenance and control of standards and a reduction in the versions of any one presentation/report.

Tip 2:  Remove the Guesswork
One progressive manufacturer created a series of standard presentation/reports designed to handle the majority of scenarios that a salesperson was likely to confront under normal selling conditions. They identified that most sales presentation/reports fell under one of the following classifications:
• New Item Introductions
• Category Review
• Space Management (SKU Optimizations/SKU Rationalizations)
• New Category Manager
• Promotional Idea
By developing “shell” presentation/reports that contained the templates, marketing messages and even the suggested narrative to use when speaking to each slide for each of the presentation/reports, they were able to upgrade the quality of presentation/reports being made to accounts. Additionally, it has freed up internal resources to truly focus on the exception-based presentation/reports that required greater depth of research, insight or were beyond the capabilities of a field-based resource to address easily.

 Tip 3:  Ensure Consistency, Allow for Customization
Provide presentations/reports that represent the best thinking – business intelligence tools should not lock the presenter into delivering the presentation/report as provided. The flexibility of the tools should allow for the local salesperson or others to edit presentation/ reports received through:
• Editing text as they would in PowerPoint
• Integrating data from other sources (customer proprietary or other)
• Adding/deleting slides
• Changing the appearance of slides (formatting, logos, fonts, etc.)
• Modifying the competitive sets or timeframes of any given analysis

Social Media and Small Business Part 2

by:

In last week’s post, the first part of this article was published.  You can see that article by clicking on 1    http://blog.ctnews.com/zahn/2012/05/29/social-media-and-small-business-part-1/ or just scrolling down to the prior article.  The continuation of the interview appears below:

3.       What are some of the caveats or “watch-outs” to be aware of in using social media (whether it is frequency of communication, type of communications, use of humor, handling complaints posted, etc.)?

Just like when you purchase something online, you need to use security measures with your brand. Accounts can be hacked like your e-mail account. That is a huge mess to clean up and try explaining to your customers. I encourage you to share up to date news, photos, inspiration, etc with your fans. Customers love to connect. I think we crave those connections even more that we use so much technology. It’s not always about the sale pitch. Quality web content attracts the right kind of customer. Be straight to the point in service and product descriptions. Don’t post fluff, potential customers will be turned off by the unnecessary info and get bored. Never publicly rant or vent, especially about a customer. This will never be well received and you will look petty. Save the complaining for coffee with a good friend.

4. What tools you recommend to track performance in social media (coupon redemption rates, sales increases, “likes” or “fans” or others)?
There are many sites that allow you to track your online performance across multiple platforms like HootSuite. I’ve been using YourBuzz which is still in Beta. You can post one status from there and it will publish simultaneously to Facebook, Twitter, LinkedIn, etc. YourBuzz sends me a weekly update of how many new Facebook fans, Twitter mentions and followers. But I use Facebook daily so I track those stats regularly. I used Google Adwords earlier in my business and appreciated being able to adjust keywords, budget and ad content depending on what was going on in my business at the time. Overstock? Time to run a sale. But now that I am more established and have a higher rank in organic listings, I have scaled back my Adwords budget.
5. How do you create a “list” for contacting (do you have multiple lists? Do they differ based on geography, previous purchases, other?)? Do you “buy” lists from list brokers? Do you have an opinion/experience on using them?
I have never purchased a list per se. The two marketing choices I’ve made that I regret were to dip my toe in direct marketing. When I first opened Gumdrop Swap in 2010, I paid $400 for a tiny ad in the back of a publication that was mostly distributed in OB/GYN offices or given to new moms leaving the hospital. It made total sense at the time. A great way to reach my target audience. But I was more interested in the email addresses that I would be given from moms that subscribed to their website. I may have gotten one customer out of it. Then, I bombed again when I agreed to run an ad with coupon in Welcome Wagon, an ad book that gets delivered to new home owners in the zip codes you specify. I agreed to try it for six months and it took me an additional six months to break the contract, due to all the fine print the sales person glazed over. Again, no customers. Welcome Wagon provided the mailing addresses of those that had received the book. They encouraged me to follow up with another direct mailing. I know how I feel about unsolicited (junk) mail, so I decided to just cut my losses. For some industries, buying a list may make sense, but they proved to be a poor decision for me. I have a widget on my home page that allows people to sign up to receive my newsletter. I do an e-blast about every two months. I also collect email addresses of my swappers. They give this willingly because they want to know what’s going on with the business.

GumDrop swap is looking to secure funding from a grant sponsored by Living Social and Chase.

NOTE:

  As a reminder; Gabby is competing for a small business grant being sponsored by Chase and LivingSocial.  The grants are being awarded through their Mission: Small Business contest.To qualify, a business  must get a minimum of 250 votes from Facebook users. Should GumDrop Swap win the grant; it would be used to move into a larger storefront on Main St which would allow the business to better serve customers.  Readers are encouraged to go to http://www.missionsmallbusiness.com/  and click “log-in & support”, then search for “Gumdrop Swap” in the search bar to vote (no need to enter city/state), then click “vote”.