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Category Archives: Duct Tape Marketing

B2B Marketing: Preparing Them to Leave

Differentiate by preparing your employees for their next job.

If given a choice, I do not want employees.

The largest team I ever managed was 17 – and it was a great team.  But when you manage a team for a big company, you quickly learn that there is much that will impact them that you have no control over:  from percentage pay increases to lay offs, from personal time off to parking.

I realize that every company is different – admittedly my particular experience molds my outlook.

In spite of those limitations, as a manager, I tried to help them move towards their goals (in any little or large way I could) even if that meant I was mentoring them out of the company.

I think that’s why the vignette in John Jantsch’s book The Commitment Engine: Making Work Worth It
(affiliate link) on Jancoa’s Dream Manager program resonated with me.

Here’s the story:  Jancoa, based in Cincinnati, provides janitorial service.  They had more business than they could deliver.  Janitorial services require people.  However, the industry endures a turnover rate of over 400%.  Jancoa was hiring 50 people a month and yet couldn’t realize a dependable workforce.

The owners went audacious in their thinking.  First they invested in vans and began shuttling employees to and from work – they realized that one problem was many of their employees wanted to come to work but couldn’t afford reliable transportation.

They didn’t stop there.  They realized that vacuuming office carpet and office carpet is not particularly inspirational.  So they put together the Dream Manager program to assist under skilled employees in realizing their dreams.

Jantsch quotes Jancoa owner Mary Miller, “People don’t dream about entering the cleaning industry, but now they come to work for us and we tell them give us your best three to five years and we’ll help you work your way out of a job.”

And it’s working.  The employees are thriving. Customers are receiving better service. Jancoa is growing and profitable.

While the answer to taking my business or you taking your business to the next level will likely be along a different path than the one taken by Jancoa – it is their thinking that is so impressive and challenges me to look beyond the oft-suggested paths.  Because in grabbing the reigns and forging ahead on untried path, we may not only find an answer to the limiting problems of our business, we may just stumble onto a powerful and unique competitive differentiator.


B2B Marketing – What Do You Mean When You Say Strategy?

Exercise:  When thinking about business strategy, write down one word that you believe best describes strategy. That was the question Duct Tape Marketing Master Consultant Joe Costantino put before the assembled Duct Tape Marketing Consultants at the Gathering 2012.  He then shared that he goes through this exercise at workshops, boot camps, and speaking gigsContinue Reading

B2B Marketing – 7 Tips for Your Next Speaking Engagement

Speaking to groups is my number one lead generator and I am always looking for ways to make my presentations better. 88 hours ago, I learned some new tips from fellow Duct Tape Marketing consultant Glen Froelich (Local MarketSense) at the Gathering 2012. One of his tips was look to include specific versus vague detailsContinue Reading

Awards Night at Gathering 2012

Blogging for Business

B2B Marketing – The Wonderful Journey of the Marketing Hourglass

I have been reflecting on the Marketing Hourglass – a concept developed by John Jantsch of Duct Tape Marketing. Marketing Hourglass Stages The Marketing Hourglass talks about the stages that your prospect/customer goes through:  Know>Like>Trust>Try>Buy>Repeat>Refer.  Marketing in the form of awareness-building, discovery, and education (proof of concept) dominates in the Know>Like>Trust>Try phases.  Sales overlaps onContinue Reading

B2B Marketing – Direct Mail The Thrill Is Not Gone

This morning I woke up eager to power up the MacBook Pro.  Two of my clients have direct mail pieces hitting this week and I want to follow the results. Yes, that’s right – I said direct mail. I love direct mail.  Good direct mail, that is. The hard and soft data on the campaignsContinue Reading

B2B Marketing – Get Clients By Understanding Who You Want To Get

Identifying Ideal Clients is one of the more difficult exercises I go through with business owners.  The demographics part is relatively easy and comprised of SIC codes, size of business, location, and title of decision maker.  Listing the demographics is logical. It’s when I ask about the psychographics that I begin to lose them orContinue Reading

B2B Marketing – Is Distraction Marketing Keeping You From Getting More Clients?

About a month and a half ago, I upgraded from the free version of Words With Friends (WWF) to the paid app.  It could be a difference between the paid version and the free version or it could be that I inadvertently hit something in settings – but suddenly the siren song chime that usedContinue Reading

B2B Marketing – Get Clients With These 7 Steps That Build Awareness, Preference, Referrals And Sales

The purpose of B2B marketing is to get clients, pure and simple, no argument.  How to execute B2B marketing to get clients is where the argument on tactics becomes heated. Here are some low cost, high impact steps you can take to get clients and do so in a way that doesn’t make you cringe,Continue Reading