Imagine my surprise when during a recent coffee meeting with a good business friend of mine he revealed that he didn't really know exactly what I do. I wondered how that could be - we've been meeting every 2-3 months for two+ years. I'm a marketing consultant - I'm supposed to know how to articulate my brand, my unique selling proposition, and so on - and frankly I thought I was. That's when I realized that the joke is on me - I had failed to do what I coach my clients to do - get clear on what you do and for whom - then craft a short, simple and compelling description. Oh sure, I have done the prep work - I know what I do and for whom - but obviously I haven't been communicating that in a way that other people hear and retain!
In pondering the dilemma since our meeting, I realized that perhaps I've been too much of a generalist. Sales and marketing are VERY BROAD topics - even my platform of Social Responsibility is pretty broad. Yet it's my responsibility to break my expertise down into bite-size pieces so others can see specifically how I can help them.
I immediately began working on a clear description of the services that I offer, and yesterday I put the finishing touches on what I'm calling, "Call Ann Ranson". Whew - that feels really good!
In case there's a question in your mind, let me share with you what I do! I help businesses and non profits who understand the power of marketing and want to be smart about increasing revenue. I serve my clients through: Consulting, Executive Coaching, Speaking and Facilitation in these areas:
Build marketing partnerships, strategic alliances or collaborative relationships.
Create, value and negotiate sponsorship opportunities
Sales & Marketing = don't leave money on the table
Design a personalized sales and/or marketing plan with practical applications by putting your operation under a microscope.
Create and execute a specific strategy on how to sell to women since women make 60-80% of all purchasing decisions
Corporate Social Responsibility (Opportunity) = you can do well by doing good
Develop a strategy for corporate social responsibility (CSR)
The younger generations, Gen X, Y and Millenials demand a culture that embraces what's good for the world.
It's a market differentiator and there is a strong business case for social responsibility
Utilize the Bottom Lineł ™ Strategic Planning System to get the most benefit
So, here's my invitation for you:
Answer the questions about who you serve and how
Craft a brief description, then share and practice it with friends and colleagues.
Make sure they understand what you do
Don't let the joke be on you!
PS: thanks Ken for sending me on this valuable and interesting journey!!!
Ann
The Beauty of Social Responsibility
At the recent Association of Association Executives Annual Meeting in Toronto, I was so impressed to see the many ways that they incorporated social responsibility into the conference. Take for example, this table decoration. While my cell phone image may not be perfect, I hope you can see the beauty of simply taking carrots, green beans, beets and other fruits and vegetables and putting them into clear cylinders full of water. What a beautiful decoration.
Many people say that social responsibility or going green is too hard, too expensive or just not a priority. Yet, how simple is this!
Creativity at its finest - good on the eyes, good for the planet!!!
Check It Out !
Resources You Can Use
This month I have a particularly special resource to share. I was privileged to meet and hear Tim Sanders speak while I was in Toronto last month speaking at the international ASAE conference. Tim has written 2 particularly great books I think, "Love is the Killer App" and more recently, "Saving the World at Work". Tim has decided to re-launch "Saving the World at Work" and is offering some tremendous incentives to purchase before October 31:
He'll donate $2 for every book bought using the above link to the National Association of Urban Debate Leagues
AND, if you purchase in bulk, he's offering additional bonuses
Why am I promoting Tim and this book? Because it's important. Tim believes, as I do, that Social Responsibility is alive and well. In his presentation at ASAE he described it this way: "Social Responsibility is dead. But the spirit of social responsibility isn't. We just have to shift our focus away from it being something we have to do towards it being something we GET to do." Isn't that a fabulous shift??
So, please do the world a favor and purchase Tim's book, "Saving the World at Work". I'm reading it right now and it is full of practical and inspiring information. I'm asking you what Tim asks of us all "if not you, then who"?
About Ann
Ann Ranson is a sales & marketing
coach & consultant who works with small business owners & non-profits
who understand the power of marketing and want to be smart about increasing
revenue. Her platform of social responsibility drives her desire to help
her clients work smarter through partnerships - whether that's a strategic
alliance or a cause marketing campaign, because she's learned that when we work
together we are working smarter.
With a career
spanning 30+ years in the rough-and-tumble media world, Ann learned the art of
the alliance. Her real world perspective
comes from executing high-stakes sales and marketing campaigns, to quickly
learn what does and does not work.
Ann serves as Secretary for the NSA/North Texas chapter, the Director of the Non-Profit SIG of the American Marketing Association and is a Certified Selling to Women Performance Coach and Facilitator.
Visit her website to learn more about how you and your organization can benefit from improving your business relationships.
Have you always been told that if you're in business (whether for profit or non-profit), you HAVE to have a strategic plan?
Have you thought about it, but either don't know where to start, or don't have the budget to hire a consultant?
Then, you're in luck! I have just released my new Bottom Lineł™ Strategic Planning System. The work you'll do is grounded on a foundation of Social Responsibility.
The Bottom Lineł™ Strategic Planning System includes complete instructions, a workbook, including worksheets and 5 audio discs of learning.
Written by Ann Ranson to keep handy at work for those moments when you've misplaced your positive attitude. This Handy Guide or thought for the day will give you a quick thought and quote to bring you back to center.
Ann Ranson is a sales & marketing
coach & consultant who works with small business owners & non-profits
who understand the power of marketing and want to be smart about increasing
revenue. Her platform of social responsibility drives her desire to help
her clients work smarter through partnerships - whether that's a strategic
alliance or a cause marketing campaign, because she's learned that when we work
together we are working smarter.
