Marketing Technique

John Melchinger--The Marketing Coach™

Tripods
the strongest basis for thinking and speaking

Since childhood I have tried to take the observations presented by others with erroneous complexity and break them down into more understandable and splendidly usable sequences for thinking, such as the training presentation formula Objectives->Principles->Practices->Tools->Techniques or the analysis process Objective(s)->Situation->Problem(s)->Solutions. Here’s why.

Will Rogers said, " It isn’t what you don’t know that hurts you. It’s what you know for sure . . . that just ain’t so." In this one statement, Will cautions against blind acceptance of what may well be myths, misinformation, or downright lies. He wants us to examine our beliefs for accuracy and appropriateness. We owe the future our vigilance now.

Take for example the adage that a photograph never lies. Nowadays, with retouching and computer enhancements, a photograph may be created with no other purpose than to lie. We have to trust the person who presents the photo and believe the explanation that goes with it. Or not. Some of us are skeptical, if not jaded, about how much truth may be found in photographs.

Add to this scenario the adage that a picture is worth a thousand words and think it through. A picture may replace a thousand words in its effectiveness delivering a message; but, without words, a picture alone still does not have the impact it would if it were to be accompanied by an effective explanation, even one as simple as a caption or brief quotation to set the context.

Marketing Tripods

There are a handful of marketing tripods that may help you be more profitable as you explore various campaigns and make your important marketing decisions.

The Be First->Be Best->Be Different (in an appealing way) tripod is a mainstay in my marketing thinking. When looking for the basic reasons that consumers react favorably to providers of professional services, it became clear to me that they like it bet when the provider they choose is (1) first or innovative, bringing to the table ideas that are offered as, or as if they were new. Enthusiasm, graphics, conceptual presentations, analogies, and communications enhancements help to get your prospect’s attention. They also want to (2) work with the best at what they do, and they are often quite willing to pay for it. Finally, it is stimulating to work with professional advisors who are different in appealing ways, so consumers seek out unique qualities in their professional providers.

The tripod Process-Expertise-Engage can help because it says what buyers look for in us as professionals, even though this thinking may be subconscious. It breaks out like this.

First, people want to know you have (1) a process through which you will lead them to suitable conclusions. They test this in many ways, including the value, style, and timing of the questions you ask. Whether you describe the process you use, and how clearly you describe it. Whether they think you will let them participate in the process or merely be processed by you. Whether your respective roles are clear. It is critical that people understand what it is they are getting into, and the process it is.

Next, your potential buyers want to know if you have the ability and credibility to do that process with them. Ability means your credentials, such as how long you have been in business; how many satisfied clients you have; pertinent experience, professional designations and training; and finally, formal education.

Hint: Knowledge + Experience = Expertise. Don’t make the mistake of thinking that people want to know what you know (education); they want to know what you have successfully dealt with (experience), and that it fits their situations. In this last regard, your credibility comes from testimonials by people who are similar to and respected by your prospects. Testimonials indicate that you have the knowledge and experience necessary to deal with people in your prospect’s situation.

Finally, the engage segment of the Process - Expertise - Engage tripod should remind you that prospects and clients also judge you by your ability to involve them in your process. They are looking for a connection to you, by which they will be able to work with you. They often make this decision subconsciously or quickly ("on the fly" so to speak) because they are already involved at the very moment they make this decision.

Hint: Today’s consumers increasingly want to collaborate with their advisors, participating side by side with them in the decision-making process, rather than negotiating price and program at the end of the professional’s rendering a judgement. This judgement often arrives in a hopefully conclusive presentation of recommendations that are, in the professional’s terms, "the best solutions to your problems. "More people think about goals now rather than problems, so they want to collaborate on how best to achieve them.

The Values + Behavior = Integrity tripod simply points out that integrity comes from action. It does not mean honesty, as many people try to define it. Rather, your integrity is perceived as the consistency of your actions, over time and in relation to your stated values and standards. This is also something buyers scrutinize with agonizing accuracy. Do you set expectations that you don’t fulfill?

Hint: A bimonthly newsletter sent for a year or more sets an expectation. When one is not received, your clients don’t think, "Gee, I didn’t get John’s newsletter this month." Rather, they think, "John’s business must be in trouble." Setting and fulfilling expectations is a critical part of the marketing game, and it has as much to do demonstrating your integrity as anything else you might do in your business.

So Why Tripods?

What’s so great about tripods is that they provide thought process checklists for intense decision-making. They help keep you on track. They serve as a communications method for delivering important reasoning to support your ideas and decisions. They also keep things simple when they should remain so, allowing you to add more details to whatever degree or depth you want, simply by adding layers underneath each leg of the tripod.

Do Tripods Work?

They do for me and many of my clients. Audiences make special efforts to write them down with explanatory notes whenever I present them. They’re good for me. I hope they’re good for you, too!