Keynote clips of Michael Port
Predictions, Trends and Resolutions for 2010
Prediction
Relevancy will overtake marketing, at least in theory. The reality is advertising dollars are declining. The hit and miss marketing days are over. Creative marketing is already taking hold. Businesses are experimenting with new ways to market and get new clients. But, none of this is going to matter in 2010 if you aren’t relevant. Sales and marketing must be personal and relevant. It’s got to say, “I know something about you and I can help you.” Your marketing has got to give clients something they can relate to immediately. This is absolutely the most effective way to start real, trust building conversations that will eventually lead to solid client relationships and eventual sales. Mark my words, the only great marketing in 2010 will be relevant marketing.
Trend for 2010
If you are in business or sales, you’re going to have to prove you are trustworthy. Sure, that’s always been the case, but 2010 is going to put sales professionals under a microscope. Customers are going to be far more discerning in the trust department. The New York Times called 2009 the “Year of the Bamboozle.” Trust has been compromised by a good portion of the private, public and entertainment sector. So, now it’s even more important to listen first and build trust based on your clients’ needs. When you talk about your products and services, listen for immediate reactions. Do your customers think you can deliver what you say you can? Be acutely aware of how you continually build trust and how you are going to prove you can deliver what you promise.
Resolution
Resolve to make 2010 a year of full self-expression and take a series of actions that will increase your likeability factor. The one-way sales pitch is long gone. Corporate speak will only isolate you. People do business with people they like. And, when people like the source of a message, they tend to trust the message or, at least, try to find a way to believe it. Thus, your likeability and full self-expression has an enormous impact on your bottom line. Strive to be your best, most authentic and likeable self and you will be well on your way to becoming the obvious choice for your potential clients.
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Michael Port PBS TV Interview for One On One w/ Steve Adubato
This is a TV interview I did for One On One with Steve Adubato. It’s about 10-minutes long. Usually TV interviews are fast and furious and about sound bites. This show is better than that. We had time to sit down and really talk. I enjoyed it very much. I hope you do too.
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You beautiful human…
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Drill down to your target market first
Recently, I was asked if I thought “Leaders who want to be more effective” was a good target market.
If you are just starting out the answer is no, because—”Leaders that want to be more effective” is a good start yet spend some time and drill down further in two areas:
1. Define effective–it could be effective communicators, effective in HR, effective with time, in sales…
2. Narrow what types of leaders to start with. What is a business leader? Are you wanting C-Level, Top-Level Executive (CEO, CRO, CIO)? Or business leaders in the community, or….
You have to know where to find them… business leaders sometimes have associations and online forums, however it is better to go narrower than that, it could be sales leaders, church leadership, cpa leaders, boy scout leaders….
It is important to focus at first so you can narrow down where your target gathers in groups. As your reputation in your industry grows, the more you are seen as an expert in your field the easier it is to go larger, and be a bit vague…. (Be sure you know exactly your market though, do not be so vague you don’t know your target.)
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