Welcome back to work, folks.
It’s customary for editors to publish two types of article at this time of year:
1. In December, a look back at the last year
2. In January, a list of five or ten trends that will occur this year
This is for two reasons: First, it hopefully provides some insight. Second, it allows the editors to use content already created and slope off to the pub.
So my question of the day for you is: Have you sent your customers a list of 2013 trends you expect them to see? Tell them what they need to be thinking about. Give me a nudge if you’d like some help on that.
And for you guys, what trends do you need to be considering? Well, in true media style, here are some predictions of what I think you’ll need this year:
1. Social media and mobile working will continue to push their way into big deals. Those who show knowledge and wisdom of the relevance of these technologies and channels will stand themselves in a better position.
2. Relationships are recession-proof. Now, more than ever, you need to be tight with customers and the team around you. Buy a round of beers for them or go for some food. Bond. The fact you have widgets to solve customer problems is no longer enough. Your customers want people they can turn to.
3. Your own brand will come into its own. Don’t believe me? Just check out Mepedia.com – a professional network for Millennials. If you thought you were behind on your LinkedIn profile, you’re now even further behind the younger generation, who have built their own social network for careers. Why? They got sick of going up against people with tons of experience and great CVs. They couldn’t win that game, so they built a network that pushes their talents and personalities for the careers they want – not those put on them.
4. Superusers (corporate entrepreneurs) will rule the day. The Middle Management Mafia, stuck in their ways and determined to stop your progress, will continue to be your sworn enemy for some time yet, however. If you’re interested in becoming a Superuser, email me.
5. The success of your pipeline will depend directly on the communication of:
• How well you communicate that you understand a customer’s problem
• How well you manage the effect of your communication (not just anecdotally)
• How well you play together as a team
• The strength of your leadership
So the lesson of the day: Get your pipeline in order. Measure the effects of what you’re doing. Be better at communicating. And start making decisions. Or you’ll end up being one of those Middle Management Mafia types who will move mountains to stop anything happening. See “Yes, Prime Minister” for details.
Have a good week. Now go win some business. And call me if you want some help with that.