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  • March 25, 2024 10:30 AM | John Russell (Administrator)

    Are you feeling overwhelmed by the ever-changing landscape of marketing? Are you struggling to attract new clients, engage your audience, or achieve consistent growth? If so, you're not alone.

    Join us for MABC Live! Event: Demystifying Marketing Panel Discussion https://lnkd.in/gF4uKQgZ, where you'll have the opportunity to get your burning questions answered by seasoned marketing professionals. Whether it's branding, copywriting, email marketing, data analysis, social media, or video content, our expert panelists are here to help.

    Here's what you can expect:
    A panel of seasoned marketing professionals covering various aspects of marketing.
    --An interactive format where you can actively participate in the discussion and share your challenges.
    --Actionable tips and tricks that you can implement immediately to enhance your marketing strategy.
    --Networking opportunities with like-minded individuals to build valuable connections.

    Meet our esteemed panelists:
    Laura Beck Paisley Beck, Wa’am Writes, LLC
    MaryJane Connor, SupraNet Communications, Inc.
    Jamie Perez, Beyond Words Productions
    Mike Schuster, FiddleSmart Marketing
    Eric Townley, Think In Prompts & Flamingo Theory Marketing

    Event Details:
    What: MABC Live! Event | Demystifying Marketing Panel Discussion
    Date: Thursday, April 18
    Time: 4:00 pm - 6:00 pm
    Location: Serendipity Labs, 525 Junction Rd, Suite 6500, Madison, WI

    This event is completely free, but registration is required. https://lnkd.in/gF4uKQgZ

    Don't miss this opportunity to gain valuable insights and improve your marketing. All guests are welcome!

  • March 18, 2024 9:48 AM | John Russell (Administrator)

    That's a loaded question.  There are dozens of ways to attract and acquire new customers.  Too many to mention. And by what criteria would you determine whether or not to pursue a specific company to do business with?  Pre-qualifying a business to learn whether or not they would be a good fit for your product or service is an essential first step.  As I work through this process again for the millionth time, I find it invigorating to apply the process and follow the process through to determine the actual outcome.  If I prospect 25 potential customers, how many will I actually develop a long-term contract relationship with?

    It's a numbers game.  Once you've applied this process several times, a trend will emerge and you'll be able to use what you've learned to project the results of your next prospecting effort.  Each step is critical to the next.  

    Let's establish a pre-qualifying set of criteria that we'll use to make sure the prospect is a good fit for the type of solutions you provide.

    Can I work directly with the owner?  In today's Monday Morning Memo, written by Roy H. Williams he highlights several other criteria to help him determine if he thinks the prospect will be a good fit.  Here's additional questions to ask.

    "Do I believe in the business owner? And do I like them enough to give them a place in my life?

    Has their company been flat, or declining, for the past 3 years?Do I see a clear path to grow them a minimum of 4x in 4 years or less?

    If we focus 80% of their ad budget on a single media, will that number of dollars allow us to reach enough people with enough repetition to see significant growth in the second half of the first year?"

    In asking these questions he's stacking the odds of success in his favor.  Potentially entering into a relationship that will most likely lead to success.  Win-win for both parties.  

    Today we've touched on prospecting and qualifying potential customers to determine if they're a good fit and to ensure the chance of a win-win success is stated from the beginning.

    More to follow next week.


  • March 11, 2024 9:17 AM | John Russell (Administrator)

    Business owners may choose to hire a consultant for various reasons, depending on their specific needs and circumstances. Here are some of the most important reasons why business owners often seek the expertise of consultants:

    1. Specialized Knowledge and Expertise:

      • Consultants often bring specialized skills and knowledge to the table, which may not be readily available within the business. This expertise can help address specific challenges or capitalize on opportunities.
    2. Objective Perspective:

      • External consultants can offer an unbiased and objective viewpoint. They are not emotionally invested in the organization, allowing them to assess situations and make recommendations without being influenced by internal politics or personal relationships.
    3. Cost Efficiency:

      • Hiring a consultant can be more cost-effective than bringing on a full-time employee, especially for short-term projects or specialized tasks. This allows businesses to access expertise without the long-term commitment and overhead costs associated with permanent staff.
    4. Efficiency and Time Savings:

      • Consultants are often hired to complete projects within a specific timeframe. Their focused expertise can lead to quicker problem-solving and implementation, saving the business time and enabling it to adapt more rapidly to changing circumstances.
    5. Strategic Planning:

      • Consultants can assist in strategic planning by analyzing market trends, identifying growth opportunities, and helping businesses develop and implement effective strategies for long-term success.
    6. Risk Mitigation:

      • Consultants can help businesses navigate risks by providing insights and recommendations based on their experience. This proactive approach can prevent potential issues and enhance the company's ability to adapt to changes in the business environment.
    7. Training and Development:

      • Consultants can train existing staff or management in new skills and best practices. This knowledge transfer can contribute to the ongoing improvement of the organization even after the consultant's engagement has concluded.
    8. Flexibility and Adaptability:

      • Consultants often bring a diverse range of experiences from working with various clients and industries. This enables them to adapt quickly to different business environments, bringing fresh ideas and perspectives to the organization.
    9. Project Management:

      • Consultants are experienced in project management and can take the lead on specific initiatives. Their skills in planning, organizing, and executing projects can ensure that goals are achieved efficiently.
    10. Market Insight:

      • Consultants stay informed about industry trends, market conditions, and best practices. This knowledge allows them to provide businesses with valuable insights into their competitive landscape, customer behaviors, and emerging opportunities.

    In summary, hiring a consultant can offer businesses a strategic advantage by providing specialized knowledge, an external perspective, cost-effective solutions, and the ability to address specific challenges or opportunities.


  • March 04, 2024 11:50 AM | John Russell (Administrator)

    Written by:  Roy H. Williams - Founder of Wizard Academy

    Why Your Beliefs Are Correct

    You look at life from a unique point of view.

    I do, too.

    Each of us is trapped in our own perceptual reality.

    “I have no idea what you’re talking about.”

    You and I may look at the same thing but see it differently. And that little girl over there, yes, that one, sees things differently than either of us. The woman standing next to that little girl has experienced things you and I will never experience, and her reactions to those things have changed her and formed the person she is today. She is trapped inside her own perceptual reality, just like you and me.

    “Is there a way out of it?”

    Out of what?

    “Out of the perceptual reality in which each of us is trapped.”

    When you modify your perception, you modify your reality.

    “Explain.”

    When you listen carefully to an honest person who doesn’t agree with your beliefs, you understand that they experience things differently than you do. And that is when your perceptual reality is modified, and your mind is expanded.

    “What you are describing is relativism. I believe the facts are the facts, and the truth is the truth, regardless of what you choose to believe.”

    But would you agree that things are often different than they appear to be?

    “I’m not sure what you’re saying.”

    Sometimes we trust facts that are not facts. And even when our facts are correct, the complete truth is usually far more complex than it appears to be on the surface.

    “I reject that statement. Facts are facts, and the truth is never complex; it is always plain and simple. An honest person who doesn’t see the truth has simply been misinformed.”

    I respectfully disagree.

    “Then you have been misinformed.”

    It was six men of Indostan, to learning much inclined,
    who went to see the elephant (Though all of them were blind),
    that each by observation, might satisfy his mind.

    The first approached the elephant, and, happening to fall,
    against his broad and sturdy side, at once began to bawl:
    “God bless me! but the elephant, is nothing but a wall!”

    The second feeling of the tusk, cried: “Ho! what have we here,
    so round and smooth and sharp? To me tis mighty clear,
    this wonder of an elephant, is very like a spear!”

    The third approached the animal, and, happening to take,
    the squirming trunk within his hands, “I see,” quoth he,
    the elephant is very like a snake!”

    The fourth reached out his eager hand, and felt about the knee:
    “What most this wondrous beast is like, is mighty plain,” quoth he;
    “Tis clear enough the elephant is very like a tree.”

    The fifth, who chanced to touch the ear, Said; “E’en the blindest man
    can tell what this resembles most; Deny the fact who can,
    This marvel of an elephant, is very like a fan!”

    The sixth no sooner had begun, about the beast to grope,
    than, seizing on the swinging tail, that fell within his scope,
    “I see,” quothe he, “the elephant is very like a rope!”

    And so these men of Indostan, disputed loud and long,
    each in his own opinion, exceeding stiff and strong,
    Though each was partly in the right, and all were in the wrong!

    So, oft in theologic wars, the disputants, I ween,
    tread on in utter ignorance, of what each other mean,
    and prate about the elephant, not one of them has seen!

    “Okay, so what’s your point?”

    Each of the six blind men saw a different elephant, but every one of those six elephants was far more complex than it appeared to be on the surface.

    “But if the blind men had taken time to gather all the facts, they would have seen the truth of the entire elephant.”

    That’s true.

    “Well, that’s what I do. I gather all the facts, and then I see the truth.”

    You are to be congratulated on that. You are a very special individual.

    “Thank you.”

    The rest of us suffer from availability bias and confirmation bias.

    “What are those?”

    Availability bias is the result of not having all the facts available to you. When you come to a conclusion based on the facts that are available – and you are unaware that other facts exist – your conclusion will suffer from availability bias. Think of it as a kind of blindness.

    “Well, I’m certain I’m not suffering from availability bias. My sources of information are rock solid. Beyond dispute.”

    I’m sure they are.

    “What is the other one?

    Confirmation bias.

    “What’s that?”

    Confirmation bias is the result of agreeing with information that confirms your belief, and discounting information that conflicts with your belief.

    “I’m certain I’m not doing that. I use deductive reasoning.”

    Excellent! Then you know that deductive reasoning requires you to seek out information that might disprove your belief, as you try with all your might to prove that your belief is wrong.

    “Who does that?”

    Scientists do that. At least the real ones do. Deductive reasoning is the basis of scientific method. The job of a true scientist is to work as hard as they can to disprove what they believe. And when they cannot disprove it – and no one else can disprove it – only then will it be tentatively accepted as reliable.

    “But don’t normal people just use common sense?”

    Yes. Inductive reasoning is when you look at all the facts that confirm your suspicion and then pronounce your suspicion as the truth.

    “But wait. That would be confirmation bias, wouldn’t it?”

    You are correct. And like I said earlier, you are to be congratulated; you are a very special person.

    Roy H. Williams


  • February 26, 2024 11:32 AM | John Russell (Administrator)

    As a new business owner, it's wise to work with someone who has been in your shoes and possesses the experience to help you navigate any uncertainty you might face. Launching and running a successful business requires time, energy and seasoned insight. However, many budding entrepreneurs tend to shy away from spending money on a consultant.

    If you're unsure whether it's worth investing in a business consultant, there are some clear indicators that might suggest you could benefit from one. Below, a panel of Young Entrepreneur Council members shared 10 signs you should hire a consultant for your business.

    Photos of the featured members.

    Young Entrepreneur Council members think these could be signs you need to bring on a business consultant.

    PHOTOS COURTESY OF THE INDIVIDUAL MEMBERS.

    1. You Can’t Keep Up With Emerging Trends Or Tech

    Emerging trends and new developments in technology can affect your industry faster than you can research and understand them. If you're trying to keep up with these new developments but you feel as though you're in over your head, it's a good idea to find a consultant who's knowledgeable in your industry and the latest developments related to it. This can prevent anxiety or FOMO from affecting your judgment when making business decisions, but it requires finding a trustworthy expert whom you can rely on for informed guidance. - Bryce Welker, Testing.org

    2. You Need An Impartial Opinion

    Sometimes you might have a difference of opinion with your team or partner on certain issues. At such times, it can be a wise decision to hire an expert who can offer you an impartial opinion on the matter. Being experts on strategies, business consultants can add perspectives that you and your team might have missed. They can help think things through, navigate internal politics and offer sensible solutions. - Josh Kohlbach, Wholesale Suite

    3. You're Lacking Inspiration And Perspective

    Consultants have exponential exposure to situations that you just can't get in the private industry world. We say here that one year at our company is like 10 on the other side of the table. So go to a consultant for fresh ideas, for inspiration, for change management or expectations. Hire a consultant to reassure you that your team has it right in their processes, or to improve on efficiency and technology. A consultant can help substantiate a gut feeling and make sure that you have data to back up your decisions when needed. Even the best consulting firms have consultants themselves, so think about them as strategic partnerships. - Marjorie AdamsFourlane

    4. You're Unable To Meet Your Goals

    When you are not able to achieve the goals with your internal team, then it is time to hire a consultant. For two years, our sales strategy was stagnant and our revenues were not growing. We were implementing strategies based on our internal team's suggestions, and these strategies were not paying off. We decided to rope in an expert sales consultant, who provided us with great insights. It was a little bit more expensive than hiring an internal team, but it was worth it. - Piyush JainSimpalm

    5. Your Business Isn’t Growing And You Don’t Know Why

    If you think you’re doing well overall but the financials don’t show that, something is wrong and you might not know the answer. A consultant will likely be able to take a more objective look, find the issue and help you solve the problem. - Andrew Schrage, Money Crashers Personal Finance

    6. You're Stalling On An Idea

    We've needed a consultant when there was something that I was putting off for a long time and realized that it's because I didn't feel like we had the right expertise in-house to launch this new project/initiative. We frequently talk to clients who reached out to us because they have been "talking about doing content marketing" for a few years, but never actually put in the work because they knew it was going to take a lot of time, resources and expertise they didn't have. - Kelsey RaymondInfluence & Co.

    7. You're Working Outside Your Expertise

    Any business leader has their strengths and weaknesses. The best use of your time will always be to focus on your strengths. But as your business goes through its cycle and your needs change, the most impactful things to focus on may well be things that lie outside your own area of expertise. That’s a great time to think about bringing on a consultant. What can that person do better than you? What would they enjoy doing that you don’t? These questions can help you decide whether it’s time to hire outside help. - Cody CandeeBounce

    8. You Lack In-House Resources

    It might be a good idea to hire a consultant for your company if you lack in-house resources. If you need human resources and marketing strategists but you don't have them within your company, it's wise to hire experts instead of relying on yourself or your team to figure it out. - Stephanie WellsFormidable Forms

    9. You Have Tunnel Vision

    If you feel like you have tunnel vision from working on a problem for too long, then bringing in a consultant can be transformative for your business. Consultants are typically people who have expertise in an area. Many of them are experienced business leaders who've moved to the consulting business to share their experiences. Getting a fresh set of eyes to look over ongoing problems in your business can be just what you need. Ask yourself if there's a problem that simply isn't going away in your business. Maybe you have a high employee turnover rate or your customers just don't come back after their first interaction with you. A consultant can give you tailored advice and a fresh perspective you won't have from working too close to the problem for too long. - Syed BalkhiWPBeginner

    10. You're Working On A Time-Sensitive Project 

    You may want to consider hiring a consultant if you have a time-sensitive project in the pipeline. It's not easy to work on a brand new product design or marketing campaign if you're unsure where to start. A consultant can buy you some much-needed time and give you advice that can turn your first attempt into a success. I suggest looking for experts who have experience in your industry with plenty of references. You want to avoid "fake" gurus and only work with consultants with real-world experience. - John BrackettSmash Balloon LLC


  • February 26, 2024 11:28 AM | John Russell (Administrator)

    As college graduation season has come to an end, there are a ton of recent grads entering the job market unsure of their future career path. With variety in day-to-day responsibilities and projects, attractive salaries, and continuous learning, a career in consulting can certainly be appealing. But, what does it take? First, consider what the definition of a consultant is. According to Merriam  Webster’s online dictionary a consultant is a person who gives professional advice or services to companies for a fee. Sounds like a fairly simple definition. However, taking this definition to look at job searches can make the simple definition a much more complicated task.

    To start, there are multiple types of Consultancies, including, but not limited to, Management Consulting, IT Consulting, and Finance and Procurement Consulting. In addition to the numerous types of consulting, there is also the need to consider the size of the consulting firm to join. They range significantly from small niche firms of less than 50 people up to the Big 4 that employ thousands. Again, the choice here stems from what the applicant deems as the best fit for them. However, no matter what type of consulting area a person would like to enter or what firm they would want to work for, there are several key characteristics that every successful consultant should possess: Having self-confidence, be a good listener, be a team player, easily cultivate and gain client trust, exhibit humility, have good communication skills, and be able to showcase expert knowledge.

    Have Self-Confidence When meeting with clients, be sure to not show or sound uncertain in the responses to their questions. Speak with authority. Specifically, when discussing client sensitive matters, present yourself as confidently as possible and avoid sounding unclear or unsure in your response.

    Exhibit Humility Humility is not thinking you are better than other people. Do not be boastful or arrogant when working with stakeholders. Remember, the individuals you are working with may have been doing the job you are now tasked to remedy or improve. Always keep in mind the client is the star in this equation and your job as the consultant is to help the client shine.

    Be a Good Listener Listening to what the client is stating their needs and problems are is the most helpful way to ensure you are going to be able to solve their problem as easily or quickly as possible. Do not assume you know everything about their challenges or business even after doing research or if you had tackled this same problem before. In addition to being a good listener, ask relevant, open-ended questions. This allows the client to realize you are listening to them and are understanding their current situation.

    Be a Team Player Development of a collaborative relationship with peers and clients is imperative to being a great consultant. Working well with others not only strengthens your skills, but it also can allow for growth of your consultancy.

    Have Good Communication Skills Communication skills are both oral and written. The ability to be a good speaker is just as important as having the ability to write clear, concise emails and presentations. Since consultants are often viewed as Subject Matter Experts, the ability to deliver a message either written or aloud is critical to being a successful consultant.

    Be Able to Showcase Expert Knowledge  Again the idea of a Subject Matter Expert (SME) arises. Your client has hired you (or your firm) because they expect you to have more expertise than their company’s internal teams or because they do not have the bandwidth of resources or time to solve the problems at hand. In all interactions with your client ensure to exhibit the knowledge you have for this particular area of expertise. Continuous education is also imperative to remain competitive and at the top of the game. You should always be reading articles, blogs, whitepapers, etc. and networking with other industry professionals to learn and maintain the knowledge that is expected from the client. Additionally, consultants should be able to take a solution from theory to realization and show their clients how to complete and maintain that solution in their environment.

    Easily Cultivate and Gain Client Trust  All these skills ultimately lead to this final characteristic of gaining your clients trust. Your engagement will not be successful if the client does not feel a sense of trust from you as the consultant. The ability to calm the concerns and show value for the money being paid by the client is imperative to the success of the engagement and the ability to earn future business from this client or by their recommendation to their network. If consulting is an area that you are interested in, keep in mind, no matter the discipline, it is a people driven business and having and developing key characteristics you can have a long, rewarding, successful career.

    About the Author:  Tracey Horrocks is a Project Manager at Source One Management Services, LLC with years of experience in procurement and strategic sourcing in an array of categories including Professional Services, Marketing, and Facilities Maintenance. In her role, Tracey serves as a pundit for developing RFPs and executing strategic sourcing strategies. Her detailed approach to supplier identification and vendor management helps clients achieve sustainable costs savings and operating efficiency.


  • February 26, 2024 11:17 AM | John Russell (Administrator)

    Customer Service

    Written by Seth Godin

    A b2b insurance agency spent two million dollars ripping out voice mail from their agency. Every call gets answered by a human every time. It paid for itself in four months. That’s a strategic investment, not a cost-cutting shortcut.

    Comcast and the other cable companies led the way in treating customer service as nothing but an expense, one that they work overtime to decrease. And so now, it’s not unusual to spend an hour or two trying to get help from Adobe or Apple. Fedex now takes more than two minutes (up from 2 seconds) to connect a valuable customer to a human operator. Apple, the most valuable company in the world, has shifted its customer support promise to one of denial, delay and disrespect. Was that an intentional strategic act?

    The thing about strategies is that you and your team can work to maximize them. If answering on two rings is good, then answering on one ring is better. If 10 helpful salespeople are profitable, then 20 very helpful salespeople are better.

    The truth about strategy in a competitive environment: If you are doing what everyone else is doing, if you are inside the band of common, then it’s not an approach that will move you forward. The only way to use customer service as a growth strategy is to be outside the accepted norms.


  • February 19, 2024 9:49 AM | John Russell (Administrator)

    What are you trying to achieve for yourself, your company, your brand, product or service?  Begin by developing a better understanding these 5 factors.

    1. Presence: Measure of the brand’s social footprint

    2. Influence: Branded message adoption

    3. Perception: Emotional reaction to the brand

    4. Virality: People organically participating in conversations

    5. Resonance: Reaction to the overall conversation about the brand

    Start by customizing your message and tailoring it to each distinct customer category.

    1. What is the story telling my target customer?

    2. Why does my target customer care about this story?

    3. What sort of emotions does my story evoke?

    4. How does my story connect to the emotional needs of my target customer?

    5. How will that story incite action on behalf of my brand, product, and service?

    Create a social media/digital marketing content outline.  Develop your content delivery calendar.  Be consistent.  Measure and evaluate market response and feedback.  

    Continue to make necessary adjustments to align your content with your target audience feedback.


    Tell your story.  Tell your customers stories.  Point out the problem and discuss how valued solutions can be delivered.



  • February 19, 2024 9:39 AM | John Russell (Administrator)

    MABC MEETING | WE NEED TO TALK:

    HOW TO PREPARE FOR DIFFICULT CONVERSATIONS

    Presented by Nancy Depcik, Founder of Unshakable Success 

    • When

      March 14, 2024

    •  

      8:00 AM - 10:00 AM

    • Location

      Zoom meeting

    • Registered

      6 registrants

    Registration

    • Guest
    • Member

    March Program Presentation: 

    We Need to Talk: How to Prepare for Difficult Conversations

    with Nancy Depcik, Founder of Unshakable Success 


    Have you faced conversations that are challenging, complicated or downright unpleasant?

    Whether it’s with your manager, coworker, or spouse, there are specific techniques you can start using today that will help you manage conversations that are uncomfortable and relieve stress.

    At the end of our time together, you will…

    • Understand the different styles of communication and which one is most effective
    • Learn a five-step formula to stay focused and keep your conversation on track
    • Practice using a specific template to help deliver your message clearly


    About the presenter:


     Nancy Depcik of Unshakable Success™ brings over twenty years of speaking experience with a focus on leadership, resiliency and tenacity. She has empowered organizations to lead more effectively, foster positivity and communicate more clearly.

    As a Professional Keynote Speaker and Communication Skills Coach, Nancy has delivered presentations to Fortune 500 companies and at numerous conferences and conventions. She has been featured in several magazines, including Brava Magazine and the Huffington Post. Nancy is currently an adjunct professor at Madison College in Madison, Wisconsin teaching Effective Communication and Public Speaking Skills. Her unique blend of humor, enthusiasm and connection with the audience landed her in the top 1% of speakers in an International Speech Contest in Washington DC where over 30,000 speakers competed. In her TEDx speech, she shares the one word that can literally change your life.


    Hope to see you there!


    March 14, 2024      8:00am - 10:00am CST


    _____________________________________

    Agenda

    _____________________________________


    8:00-8:30 a.m. CST  - Open Zoom Networking

    8:30-9:00 a.m. CST - Meeting opening remarks

    9:00-9:45 a.m. CST - Program

    9:45-10:00 a.m. CST - Questions & Answers

    ____________________________________________________________

    Program Logistics

    ____________________________________________________________

    Who. For all B2B consultants craving collegiality, collaboration, and real conversation. Guests welcome!

    What. Monthly program providing networking, relevant education, and personal and professional growth opportunities. 

    When. Thursday, March 14 • 8:00 AM–10:00 AM CST

    Where. Zoom Meeting ID will be in your registration confirmation email

    Cost. Free for Members & Guests

    RSVP. Register Today!


  • February 13, 2024 10:47 AM | John Russell (Administrator)

    Small Business Video Tips

    In today's competitive digital landscape, more and more professionals are including video in their marketing strategy.  

    1.      Get right to the point.  What is the purpose of your video?
    2.     Viewership declines 10% for every ten seconds:  One minute = 50% loss of viewership
    3.     Determine the objective of the video
    Why are people watching this?
    What skill am I giving people access to that they didn’t have before?
    4.      What is the How To skills breakdown objective?
    5.     Make a public service announcement.
    6.     Teach a single skill with crystal clarity.
    7.     Break up your objective into 3-5 points. Most important details or facts about the subject your viewers need to know.
    8.     Use related graphics to show what you mean visually.
    9.    Relax.  Have fun with the process.


    If what you want to communicate takes longer than 1-3 minutes, create a series and post your videos over the course of several days.  Encourage comments and work to create a dialogue with your audience whenever possible.




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