Essentials Magazine Essentials Spring 2019 | Page 15

Beat the Competition the way we gather information, the way we buy it has all changed. And while it may be funny to think about sitting at home in our underwear ordering things online, that fact remains that this econ- omy is like none of us have ever lived in, worked in, let alone try to sell education products in before. That makes this a marketplace where no matter how unique, spectacu- lar or amazing we believe our products or services are, they are just our ticket to entry. Without a strong product you don’t even get to compete in today’s marketplace. But products are only half of what is drawing the business to you, and even less of what keeps customers coming back. If you want to thrive in today’s mar- ketplace, thrive in uncertainty, you must understand less about what you do and more about how you do it. FIVE STRATEGIES to Thrive in Uncertainty 1. Embrace Reality — Wouldn’t it be great if someone would ride in on a white horse or click their heels three times and stabilize our economy? Let me be the first to say, “That ain’t gonna happen!” Our society, our culture, is literally going through a transition that is bring- ing about extreme change at all levels in the marketplace and with it a whole new way of doing business. If you want to succeed, embrace your new reality. What made you successful in 2018 is not going to be enough to make you suc- cessful in 2019. 2. Focus on Values — Welcome to the age of integrity and the economy where what you do is as important, if not more important, than what you say. As a professional you need to know who you are and what you stand for in order to attract, retain, and truly deepen client relationships. Today’s consumers want and expect more. With so much competition, and so many choices, your customers are looking for more than a great product; they are looking for a professional they can trust — people and companies they can build relationships with. If you want to thrive in uncertainty you need to define your values and integrate them into every level of your business development strategy. 3. Build Your Image — In today’s marketplace you need to realize the sales cycle starts without you. When you set down to read this article, while you were finishing the first paragraph, your best customers, your prospects already started the buying cycle. Right now, they are online Googling for ideas, they are heading to a meeting to talk with other educators, or they are reading industry magazines where guru and experts are making recommendations. If your name is not coming up, if your company is not the one they are talking about, then by the time you make the sales call you are already behind. Thriving in uncertainty is about un- derstanding you must build your reputa- tion and create buzz in the marketplace so you can attract the business before you ask for the business. 4. Invest in Relationships — The only reason prospects choose you over the competition, the only reason cus- tomers come back is because they know you, they like you and they trust you. Your ability to thrive in uncertainty is directly tied to your ability to build rela- tionships. But not relationships like you have known in the past — relationships on steroids. You need to create a pros- pect experience that is so amazing they do not think they can find it anywhere else and then proactively add value to your existing customers so they believe they cannot live without you. 5. Get Your Head Out of The Sand — There is more going on in this economy than what is happening in your business. In the age of uncertainty there are far more changes happening outside of your business that could impact your success then are happening in it. To thrive you need to routinely get your head out of the sand and look around. Every three or four months, get together with your team or your peers and ask: What is happening in the world around you? What is changing with con- sumers? How is your industry respond- ing and growing? What is happening politically? What societal trends could positively or negatively impact your business? Understanding, proactively, what is happening in the bigger picture puts you in the power seat to minimize challenges and seize on opportunity. You know change is coming so see it as creating opportunity. If you keep your head in the sand change becomes your biggest threat. Today’s marketplace is nothing if not challenging, but I still believe it is one of the best times to be in business, and one of the best to be successful. By using these strategies: Embrace Reality, Focus on Values, Build Your Image, Invest in Relationships and Get Your Head Out of The Sand, you will position your team to thrive in uncertainty and succeed no matter what this economy does. n MERIDITH ELLIOTT POWELL was voted One of The Top 15 Business Growth Ex- perts to Watch, and A Top 40 Motivational Speaker. Me- ridith shares the strategies you need to understand today’s market- place and put yourself in a position to Thrive in Uncer- tainty. To learn more, get free trips, and talk with Meridith about your challenges, email: [email protected]. Want to Learn More on This Topic? Meredith will be speaking at the Educational Distribution Symposium on October 22 at EDspaces. essentials | www.edmarket.org 15