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Your Sales and Marketing - Duck Hunting and Tough Questions

from:

"Marketing is spreading out corn for the ducks to eat... Sales is taking a shotgun and shooting the sitting ducks."
-Eli Goldratt

It's obvious. Marketing brings them in. Sales takes them out. But in our chaotic, multi-tasking, unfocused, fighting fires, slaying dragons, keeping the business running kind of days our execution of the obvious goes askew and we get into trouble.

When we're not careful, here's the definition we business owners seem to apply...

Marketing is spreading out filet mignon for the ducks to eat, because I love steak. Sales is taking a shotgun and shooting up in the air like a madman at the ducks who happen to fly overhead.

Or, even worse...

Marketing is putting out filet mignon for the ducks to eat, because that's what we sell, filet mignon. Sales is taking a shotgun and shooting ourselves in the foot in a desperate attempt to convince the ducks that they really like steak instead of corn.

It's a mess, isn't it? It doesn't even make any sense, does it? But when you are caught up running a business the obvious and the sensible sometimes are hard to come by.

Are you putting out steaks? Do you know?

So what? What's your point?

Ok, try answering these questions. These are not "how-to" type questions. They're a kick you in the pants, slap you in the face, rethink how you think set of questions... but you're an adult, you can take it.

  • Why am I marketing the way I am? Do I even know anymore? Can I answer this question?
  • Am I saying the things I say in my marketing mostly because it makes the company look good...and by extension, me look good? Am I? Be honest.
  • If I were to put my marketing message on a balance, which side would weigh more? The stuff talking about us (our product, our company, our stuff) or talking about the customer?
  • Do I know what the customer wants? How? Is this knowledge based upon the interpretation of 10 year old data or the experiences?
  • Am I spending the bulk of my effort pushing things on the customer? Or, am I naturally pulling customers into things they actually want?
  • Am I requiring my salespeople to be world-class snipers just to get easy sales?

What do your answers to these take-no-prisoner questions say? What do they hint? What would your company be like if you had different answers for them?

Remember

Marketing and sales isn't always what you would enjoy or what makes sense to you. As a matter of fact, it's safe to just assume the messages that work best won't make much sense to you... because you're not the customer.

Your fears are not their fears. Your ideas of success are not their ideas of success. Your concept of class, elegance, functionality, or effectiveness are not theirs. Your ideas of clarity are not theirs. Your ideas about desirability are not theirs.

Remember, you're on the inside. You are inside the industry, insides the market, inside the company, inside the production process, and inside sales process. Your customer is on the outside. Things look very different on the outside versus the inside.

Finally, remember, those on the outside don't have to do business with you. But you, on the inside, must do business with them to survive, much more to thrive.

Better results will come if you keep this wake up call in mind as you make decisions improving your marketing and sales processes.

Toussaint Goudeaux is a Principal with Ontologi, a strategic consulting firm focusing on... well, focus. Focus may be the missing ingredient for a business wanting to move to the next level. For more information please visit http://www.ontologi.com




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Utah Duck Hunting News

Minn. hearing to focus on hunting bullets - ESPN.com

Study: Bad judgment leads to peril in Utah parks If you're a guy on a day hike in a national park in Utah, step carefully. You're among the most likely to need rescuing. Between 2001 and 2005, there were more than 1,100 search and rescue operations ...

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Punishment carries over to many other states - Memphis Commercial Appeal

As I wrote in this space on Dec. 21, a group of 10 men were recently slapped with harsh sentences for killing over the limit of wood ducks in Tennessee and for hunting over bait. They all had their hunting privileges revoked for at least a year and ...

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Hunters survive icy plunge into lake - Salt Lake Tribune

Search and rescue crews retrieved two duck hunters about 60 minutes after they fell into the Great Salt Lake on Friday. One of the two men called police on a cell phone at about 1:15 p.m. to report their boat had capsized, said Kent Cummings, a ...

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2 men rescued in Great Salt Lake after boat capsizes - ksl.com

Two men spent an hour in the frigid water of the Great Salt Lake this afternoon. The wind caused their fishing boat to capsize. A medical helicopter was finally able to reach the men and take them to the hospital. They were out on a reef near ...

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Boat capsizes in the Great Salt Lake - ksl.com

There are dozens of boats that go out duck hunting each day. They may be dressed warm, but that doesn't help much once you are in the water. Please note that KSL strives to be a family-friendly web site, so please keep the language clean when you add ...

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