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MASTERING
The Reteller Channel​

How to develop and deliver stories that build awareness,
generate sales and create loyal followers

Marketing strategies for integrating innovative solutions into existing customer workflows

7/27/2023

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​The prospect of integrating a new solution into established workflows can be a daunting challenge for companies. However, this hurdle can be overcome with strategic planning, effective communication, and a customer-centric approach. In this blog post, we will explore valuable advice for companies to successfully market and implement their solutions while addressing the integration concerns of potential customers.
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Understand Customer Pain Points
The first step in overcoming the integration marketing hurdle is to thoroughly understand the pain points of your potential customers. Conduct in-depth research and engage in meaningful conversations to identify the specific challenges they face with integrating new solutions. Tailor your marketing messaging to address these pain points, reassuring customers that your company is aware of their concerns and is equipped to provide a seamless integration process.

Offer Personalized Support
Emphasize your commitment to providing personalized support throughout the integration process. Assure potential customers that your team of experts will be readily available to address any questions or concerns they may have. Offering training sessions, workshops, or dedicated integration support can instill confidence in customers, knowing they will have the guidance needed to make the transition smooth.

Pilot Programs and Beta Testing
Consider offering pilot programs or beta testing opportunities to select customers. This allows them to experience the integration process firsthand in a controlled environment. Use feedback from these early adopters to further refine your solution and iron out any integration issues. Positive experiences from pilot programs can serve as valuable testimonials to attract a broader customer base.

Provide Clear Communication
Transparent and concise communication is key when marketing a solution that requires integration. Clearly outline the steps involved in the integration process, the expected timelines, and any potential challenges that may arise. Avoid using technical jargon that might confuse customers and instead, use simple language that highlights the benefits of a well-integrated solution. Be honest about any potential disruptions or adjustments that might be necessary during the integration phase.

Showcase Real-Life Success Stories
Case studies and success stories from other companies that have successfully integrated your solution can be powerful marketing tools. Highlight how these companies overcame integration challenges and the tangible benefits they gained from using your solution in their workflows. Testimonials and endorsements from satisfied customers can further build trust and confidence in your ability to handle seamless integration.

Highlight Long-Term Benefits
While the integration process may require initial effort, focus on the long-term benefits of your solution. Demonstrate how the integration will lead to increased efficiency, cost savings, improved workflows, and a competitive advantage. Help potential customers envision a future where your solution seamlessly integrates into their existing systems, creating a cohesive and optimized operation.

Conclusion
Successfully marketing a solution that requires integration into existing workflows requires a thoughtful and empathetic approach. By understanding customer pain points, providing clear communication, showcasing success stories, offering personalized support, and emphasizing long-term benefits, companies can effectively overcome the marketing hurdle and position their solutions as valuable assets for businesses looking to embrace innovation and drive success. Remember, a customer-centric mindset will always be key to winning over potential clients and ensuring a smooth integration experience.
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Overcoming Organizational Boundaries to Achieve Buy-In for Innovative Solutions

6/27/2023

 
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In today's rapidly evolving business landscape, organizations face complex challenges that often require transcending functional and political boundaries to implement innovative solutions. This type of endeavor, known as "Transcendence," demands simultaneous buy-in from multiple influencers and approvers, each with varying levels of receptivity to innovation. In this blog post, we will explore the importance of Transcendence and outline strategies for successfully navigating these obstacles, allowing your organization to embrace change and foster a culture of innovation.

Transcendence, in the context of organizational change, refers to the act of going beyond traditional silos and rigid structures to achieve a holistic solution. Many business issues nowadays cannot be resolved within the confines of a single department or team. Instead, they require collaboration and cooperation across different functions and levels of authority. While Transcendence can be challenging, it is a powerful tool for addressing complex problems with comprehensive, creative, and effective solutions.

Challenges of Transcendence
Implementing innovative solutions that cut across multiple organizational boundaries comes with its fair share of challenges. Here are some common hurdles to anticipate:
  1. Differing Perspectives: Each influencer and approver will have their unique perspective, priorities, and concerns. Finding common ground among these diverse viewpoints can be daunting.
  2. Resistance to Change: People generally resist change, especially when it disrupts established routines and processes. Convincing stakeholders to adopt a new approach requires careful communication and persuasion.
  3. Bureaucratic Bottlenecks: Hierarchical structures and rigid approval processes can slow down the decision-making and implementation process, hindering progress.
  4. Lack of Trust: Building trust among stakeholders is essential for gaining buy-in. Distrust can arise from historical disagreements, personal conflicts, or previous unsuccessful attempts at innovation.

Navigating Transcendence Effectively

While Transcendence presents challenges, it also offers immense opportunities for growth and success. Here are some strategies to navigate this complex process successfully:
  1. Develop a Compelling Vision: Craft a clear and inspiring vision for the innovative solution. This vision should resonate with all stakeholders and demonstrate how the proposed changes will benefit the entire organization.
  2. Identify Key Influencers: Identify the key players who hold significant sway over the decision-making process. Tailor your approach to address their concerns and align the solution with their objectives.
  3. Foster Open Communication: Encourage open dialogue among all stakeholders. Actively listen to their feedback, address their doubts, and be transparent about the challenges and benefits of the proposed solution.
  4. Pilot Projects: When feasible, start with small-scale pilot projects to demonstrate the feasibility and effectiveness of the innovation. Successful pilots can build confidence and support for wider implementation.
  5. Collaborative Decision-Making: Involve stakeholders in the decision-making process. Collaborative approaches can increase engagement and commitment to the solution.
  6. Build Trust and Relationships: Invest time in building relationships among stakeholders. Building trust and rapport can create a more supportive and cohesive environment for change.
  7. Address Politics Diplomatically: Acknowledge the political landscape and navigate it diplomatically. Avoid taking sides or getting entangled in office politics that can derail the Transcendence process.
  8. Show Data-Backed Evidence: Use data and evidence to support the effectiveness of the proposed solution. Data-driven arguments can be compelling and help alleviate doubts.
Conclusion
Transcendence, though challenging, is an indispensable approach for organizations seeking to address complex business issues with innovative solutions. By bridging functional and political boundaries, and securing buy-in from multiple influencers and approvers, organizations can position themselves for success in an ever-changing market. 

How Procrastination Can Sabotage Your Marketing Efforts

5/29/2023

 
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Procrastination is a common habit that affects many aspects of our lives, including our businesses. According to Dr. Itamar Shatz, founder of Solving Procrastination, people procrastinate because their drive to delay is irrationally stronger than their drive to act. Here are three common reasons people procrastinate.

  1. Behavioral: It feels better to put something off than to complete the task.
  2. Fear: You're afraid of making mistakes or doing the task wrong and being criticized. 
  3. Perfectionism: You can't complete the task because it isn't perfect yet. 

How Procrastination Can Harm Your Business
Procrastination can cause delays in....
  • Missed Opportunities: For instance, a delayed product launch could cause you to lose ground to your competitors and ultimately reduce your forecasted revenue. 
  • Response Time: Delayed responses to customer inquiries can result in a loss of sale and your reputation. Every lead that you receive is valuable, and delaying a response could mean losing that lead and the time and money you spent getting it in the first place.
  • Strategy and Planning: Procrastination can lead to spray-and-pray marketing efforts that lack a coherent narrative and customer journey. Inconsistent marketing efforts can lead to a lack of engagement and ultimately hurt your business.

How to Stop Procrastinating
Overcoming procrastination can pose a formidable challenge, but it's crucial for the success of your marketing endeavors. Below are some suggestions to avoid it in the future:
  1. Identify and Address Your Fears: Many people procrastinate because they are afraid of failure, success, or change. By identifying and addressing your fears, you can gain a better understanding of what's holding you back.
  2. Break Tasks into Manageable Steps: Large and complex tasks can be overwhelming, making it easy to delay action. By breaking tasks into smaller, manageable steps, you can make progress and feel more motivated to continue.
  3. Give Yourself Permission to Make Mistakes: Perfectionism can be a significant obstacle to completing a task. Accept that your work won't always be perfect and give yourself permission to make mistakes along the way. 
  4. Set Deadlines: Procrastination can thrive in an environment without deadlines. By setting deadlines for yourself, you create a sense of urgency that can help you stay focused and motivated.

Another Option - Hire a Consultant!

Hiring a marketing consultant can provide you with essential assistance in organizing your marketing efforts, prioritizing tasks, and establishing a strong foundation for successful marketing programs. With their expertise, they can also aid in setting up CRMs, crafting campaigns, developing customer journeys, generating leads, and streamlining follow-up processes, all of which can simplify the launch of your marketing initiatives.
Do you need help with your marketing efforts? Contact Interimarketing today!
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​In Honor of National Oreo Cookie Day, Use Our OREO Model to Target the Right Customers, with the Right Stories.

3/6/2023

 
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Your Story Doesn't Start With You - It Starts With Your Buyers!
Understanding who your buyers are and what they need, is critical to your story's success. The OREO Model will help you identify the organizations you need to target, the roles of the people in these organizations, their expectations of products like yours, and the outcomes they hope to achieve.

  • Organizations: Identify the types of organizations that can benefit from your products/services. You can break this out by industry or actual companies. 
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  • Roles: Define the titles of everyone in the buying cycle at these organizations, including the end users. Create a value proposition for each role.
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  • Expectations: For each role, you need to understand the presumed and expected product attributes that they will want to know to evaluate your product. If your story doesn't meet the presumed attributes, you're in trouble. They will use the expected features to compare you to competitors. So, you'll also need a way to exceed expectations with a delighter feature. What can you offer that goes above and beyond your competition?​
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  • Outcomes: Define the outcome they are looking for and how you help them achieve it. What would delight them? What value will they get from you? What problem do you solve that your competitors can't?

Meet the Top 4 Barriers You’ll Encounter Selling to Organizations

11/17/2022

 
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Selling enterprise solutions to any organization is challenging and time consuming to say the least.  And the more complex your product is, the longer it will take to close. Even if you’ve made a contact, garnered interest and locked-in a meeting or even a proposal phase, you still have 4 big barriers to overcome. 

Barrier #1: Integration
Your solution can’t deliver the benefits you promise until it is integrated with currently used systems and  workflows. If left to the customer, this may be beyond the ability of internal resources (time, money, staff) to do it successfully.

Barrier #2: Trialability
Because of the first barrier (integration), it is difficult, if not impossible, to effectively try your solution before it is bought. Scaled-down demos or trial versions often can’t show enough of a benefit to validate a purchase decision.

Barrier #3: Transcendence
Your solution cuts across multiple organizational (functional and political) boundaries and requires near simultaneous buy-in from multiple influencers and approvers, each with a different receptivity to innovation.

Barrier #4: User Behavior
Because of the innovative nature of your solution, users must change their behavior to attain the benefits the solution promises to deliver. Left on their own, users will rarely change.

Here are Some Solutions to Help You Overcome these Barriers
  • Develop an easy, three step process that demonstrates how easy it is to integrate your solution
  • Propose a pilot program where customers can experience success in the early stages
  • Develop stories to satisfy the differing interests of everyone involved in the buying decision
  • Nurture your end users and show them how your solution will highlight their continued success.

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