The courageous consultant

Maybe it's because the business climate is hardening, or perhaps it's because vSA as a company has reached the ripe old age (25) when we're much hungrier to do what's right for a client than simply what's expected. But in either case, we're encountering an increasing number of situations in which we feel called upon to give our clients answers to questions they may not have asked.

Typical issues include the continuation of business models as well as sales and marketing programs that have become limp remainders of what they used to be. Very basic examples in the sales and marketing arena have symptoms that include dependence on non-working outreach: large commitments to print industrial directories or yellow pages, networking through local chambers and other organizations that haven't updated their thinking or memberships in years, cold calling for rareified services, and keeping salespeople who cost more than they bring in. More problematic instances involve selling products that have become overly expensive compared to foreign knock-offs, perpetuating processes or technologies that are being washed over by tidal waves of newer ideas, and trying to get more and more work from fewer and less prosperous customers. The most intractable problems are faced by companies struggling to sustain a business service or product line that is – well, today's typewriter. Products are becoming obsolete faster than ever. A glance into the computer graveyard in vSA's storage room (or perhaps your own) is ample testimony to this reality.

The need for tough solutions and big shifts in business practices has altered vSA's work as well, making it harder and yet more rewarding. Marketing is certainly enjoyable when we bring exciting new sales and opportunities. Today, rewarding and fun strategic marketing has married the stern face of business consulting. This partnership has become crucial because when clients call upon us to develop programs to build their sales and market share, we occasionally see that structural changes to their business processes, model or offerings are required before outreach is appropriate. Our work begins further upstream, supporting change to meet the spoken and unspoken needs of the client's prospects, customers and other influentials.

So, that's where the courageous consultant comes in. Just like a physician telling a patient that change must start with quitting drinking, losing weight or controlling his mood swings, vSA professionals do the right thing by helping clients build or rebuild for the wild and crazy future. In those cases, we don't simply put a bandage on the client's offerings and start marketing whatever we've got. Not when the stakes are so high for our client.

The no-good sales call.

So much about business has changed. So few extended business lunches. So much cost cutting. So little hiring. Even the U.S. car companies now see doom for the corporate jet and maybe even those big bonuses for losing their shirts. But enough about them.

It goes without saying that our company has not yet qualified for a bailout, so we must slog on with making a profit.

We used to make phone calls to key people at companies we thought we could help - and then we talked with people on the phone. Strangers! It took courage. It used to work.

This calling thing appears to be pretty much over.

Let me ask you: how often do you take probable-solicitation calls from strangers when you're at work? If the answer isn't NEVER or ALMOST NEVER, you'll probably want to add a caller ID feature to your phone.

So cold and nearly cold sales phone calls are teetering toward obsolescence. FINE, who wants them anyway? Ah, but what replaces the classic cold call for companies in which selling is sometimes a one-by-one process? Bringing people to your door to ask to work with you or buy your stuff? Emailing? Psychic messaging? (Okay, scrap that last one...)

Think of professionals who never advertise but who are always busy. They've built a reputation for excellence - and it wasn't an accident. It likely took ongoing outreach, networking, PR, climbing the Google ranks, nurturing of word-of-mouth, viral marketing, and more.

It can be really hard to change the way you sell things. But take some time to think about this New Age of outreach.You know the saying that insanity is doing the same thing over and over and expecting a different result. How ARE those sales phone calls going for you anyway??

Start building a business reputation that opens doors so much better than the ol' "My name is Milton Kong and I'm calling to ask you...."