As a marketing professional, one of the core qualities that drives success in nearly everything that you do ultimately comes down to creativity. The employees that you've hired have to be free to let their creative juices run wild, turning in the types of materials that establish a direct link with your target audience in bold and innovative ways on a daily basis. Making sure that they have the tools necessary to unlock that underlying creativity is no doubt something that you think about daily. A related point that is just as pressing (if not more so), however, is just how engaged those employees are in the first place.
You could hire the most objectively creative or hard-working employee that you could find and it ultimately won't make much of a difference if they are actively disengaged from the environment they're working for in the first place. Employee engagement, in general, isn't just one of the most important things to concern yourself with, but it's arguably the MOST important thing for a number of fascinating reasons.
The Employee Engagement Problem
Many recent studies have been done that were designed to provide valuable insight into not only how important employee engagement is, but what happens if you're a business owner with an uninterested workforce. According to a study that was completed by Dale Carnegie Training, only 29% of workers in the United States are actively engaged with their jobs. Roughly 45% are not engaged in any way and, to make matters worse, a full 26% are actively disengaged.
When you're dealing with a disengaged workforce, you're dealing with people who aren't giving 100% of their time, energy, and creative effort to the task at hand. You're dealing with people who aren't doing their best because, to be quite frank, what's the point? You're also creating a situation where you can't hope to accomplish your own goals and the goals of your business because the people you depend on don't see the same value in moving your business forward. Rest assured, this is a problem that you need to address at all costs.
How to Fix Employee Engagement
According to another study that was conducted by Towers Watson, 79% of highly engaged employees also reported that they had both trust and confidence in the people who were leading them. A survey given out by the Psychologically Healthy Workplace Program (PHWP) indicated that employees who felt that their contributions were truly valued by their employers were 60% more likely to report that they were doing their very best inside and out of the office on a daily basis.
If you're a business owner with an employee engagement problem, it stands to reason that the first step to take involves looking inward for the solution. Employee engagement is almost intimately tied to morale, so what is the true nature of the issue you're dealing with, here? Is it that your employees feel like you don't know what you're doing? Do they feel like you have unreasonable expectations? Do they feel unappreciated?
These are the important questions that you'll need to answer in order to drive employee engagement as high as it will go. Employee engagement is absolutely the key to unlocking the true productive workforce that you need and to create an environment where "creativity" is the name of the game, thus allowing you to create the best possible marketing materials and establish the best possible connection with your target audience moving forward.
A variety of business information to help add insight. Hopefully you find a nugget or two that add value to your marketing. Check out our website at www.duplicatesink.com and www.marketsmartprogram.com
Duplicates INK - marketSMART LINKS
Friday, February 12, 2016
Tuesday, February 9, 2016
The Power of You: Keeping Things Personal in Business
In the world of business, one of the most powerful assets that you have is the deep, emotional, and very real connection that you're capable of making with the people around you. It doesn't matter if you're talking to a prospect or a client or a superior or someone in between, and it certainly makes no difference what industry you're operating in - this connection is everything. The key word here, however, is "real." If you talk to someone and see them as little more than a line item on a balance sheet, they're going to be able to tell and your relationship with that person is going to suffer. This is where the power of "you" comes in handy.
Putting the "Relations" Back in "Relationship"
To boil this concept down to its essentials, think for a moment about how irritating it is to write an impassioned letter to a business expressing some important concern or criticism that you have only to receive a standard form letter in return. You poured your heart and soul into this issue, making sure to detail every last grievance you had and that every word got the importance of your message across loud and clear. In exchange, you got a letter that has been sent out 1,000 times before that was probably sitting on a server somewhere, just waiting for an intern to swap out [INSERT NAME HERE] with your actual name.
It doesn't make you feel good and it certainly doesn't make you feel appreciated. It might even make you think twice about doing business with that particular company again. Though this is a simplification of the issue you face when you keep everyone at arm's length, it is actually quite an apt example and is something that you absolutely need to keep in mind moving forward.
"You" and the Customer
There are a number of different things that you can do to help deepen this emotional connection, even if you aren't actually speaking directly to someone. It's all about the language that you use and how you're using it. Consider a promotional poster outlining all of the great features that a particular product brings with it into the marketplace. You could have the best product in the world, but if you're just listing features in a series of bullet points it will still come across as a bit cold and distant. That emotional connection just won't be there.
Now, consider what happens when you re-frame the exact same message to directly address the reader. "X feature helps YOU solve Y problem in your life." Suddenly, you're sending forward the exact same message, but in a way that doesn't seem like he's being recited by a faceless corporation. It sounds like it's coming from a friend. Ultimately, if you want to instill loyalty in your customers, that's exactly what they need to think of you as - a trusted friend that they know they can depend on and turn to in their time of need.
We believe that this is one of the many ways that "you" will come in handy. Remember that everyone you deal with, from the customers who buy your products or services, to the vendors and suppliers that you depend on, to your own employees and more, you're dealing with unique individuals who always deserve to be treated as such. It doesn't require a lot of work to keep things personal in the world of business, and the benefits will pay dividends for a lifetime.
Putting the "Relations" Back in "Relationship"
To boil this concept down to its essentials, think for a moment about how irritating it is to write an impassioned letter to a business expressing some important concern or criticism that you have only to receive a standard form letter in return. You poured your heart and soul into this issue, making sure to detail every last grievance you had and that every word got the importance of your message across loud and clear. In exchange, you got a letter that has been sent out 1,000 times before that was probably sitting on a server somewhere, just waiting for an intern to swap out [INSERT NAME HERE] with your actual name.
It doesn't make you feel good and it certainly doesn't make you feel appreciated. It might even make you think twice about doing business with that particular company again. Though this is a simplification of the issue you face when you keep everyone at arm's length, it is actually quite an apt example and is something that you absolutely need to keep in mind moving forward.
"You" and the Customer
There are a number of different things that you can do to help deepen this emotional connection, even if you aren't actually speaking directly to someone. It's all about the language that you use and how you're using it. Consider a promotional poster outlining all of the great features that a particular product brings with it into the marketplace. You could have the best product in the world, but if you're just listing features in a series of bullet points it will still come across as a bit cold and distant. That emotional connection just won't be there.
Now, consider what happens when you re-frame the exact same message to directly address the reader. "X feature helps YOU solve Y problem in your life." Suddenly, you're sending forward the exact same message, but in a way that doesn't seem like he's being recited by a faceless corporation. It sounds like it's coming from a friend. Ultimately, if you want to instill loyalty in your customers, that's exactly what they need to think of you as - a trusted friend that they know they can depend on and turn to in their time of need.
We believe that this is one of the many ways that "you" will come in handy. Remember that everyone you deal with, from the customers who buy your products or services, to the vendors and suppliers that you depend on, to your own employees and more, you're dealing with unique individuals who always deserve to be treated as such. It doesn't require a lot of work to keep things personal in the world of business, and the benefits will pay dividends for a lifetime.
Friday, February 5, 2016
Email Marketing: Is it Right for Your Small Business?
Any kind of marketing in an economy that is still sluggishly recovering is not easy. But if you think marketing a profitable business is tough, imagine how hard it is for a non-profit that is completely dependent on donations. Dreams4Kids is one such non-profit that succeeds primarily with email marketing. Their motto is "replacing charity with opportunity," and they do just that by stimulating participation and community involvement.
The most famous quote by cultural anthropologist Margaret Mead is, "Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has." Dreams4Kids is this kind of forward-thinking small group, and its success is directly linked to its marketing campaigns. While Margaret Mead's quote bears remembering, it is also true that the engine that drives such successful enterprises is marketing, and with non-profits, donors are the spark that runs the engine.
Marketing through email has been around for quite a while now. It is basically the online version of a direct mail letter--the electronic counterpart to postal letters, fliers, and brochures that have been used and are still being used so successfully. Combining your print marketing with your email marketing just makes sense.
Some of the advantages email marketing has are obvious. Emails are fast and cheap. They can deliver your message almost immediately at almost no cost, and have literally no negative environmental impact. That is quite a bargain. But there are some less obvious benefits, too. With email, you can track whether your mail is getting opened or not. That is valuable information for any marketing campaign. After all, the trick is still getting your message opened and read. If you can determine which messages are getting opened, you have a head start in adjusting the campaign.
What actually works?
How does a non-profit like Dreams4Kids successfully market using email? They follow some easy guidelines that any small business can employ.
1. Decide what kind of campaign you want. Emails can be regularly scheduled newsletters or more sporadic announcements linked to specific events. Both are beneficial and should be considered. But, if you try the latter, be sure your timing is appropriate. The reader must have time to react, but not too much time.
2. Know your target audience. This is an important step in getting those emails opened and read. Whatever is in your email, it has to be relevant to the clients' interests or you are wasting your time.
3. Provide value. Once it is open, your email must provide something valuable to the reader, whether it is a discount coupon, an announcement of a product launch, or some other information that the client has an established interest in. This is where the mantra comes from: Content is king. The content must have value. Determine what your customers' questions are and then answer them before they are asked. That provides value.
4. Be brief and to the point. Rambling messages rarely get read completely today. One such email could doom all your subsequent emails to the delete button without being opened.
5. Use images to attract the reader's eye and maintain interest. A picture really is worth 1,000 words.
6. Use a mobile-friendly email template. If you still think today's technology is mostly limited to desktop computers, think again. Technology statistics website Statista.com says that Apple Computer's iPad sales top $1.6 billion quarterly. Worldwide tablet sales by all manufacturers are now over 50 million units quarterly. The days of the desktop's supremacy are now well behind us. Your emails have to be easily read on tablets and smartphones or your campaign is doomed from the start.
Using email in conjunction with your print marketing really can work for you so that your business becomes part of your customers' conversations. If Dreams4Kids can effectively use email to attract donors, you can use it to attract and keep customers for your business.
The most famous quote by cultural anthropologist Margaret Mead is, "Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has." Dreams4Kids is this kind of forward-thinking small group, and its success is directly linked to its marketing campaigns. While Margaret Mead's quote bears remembering, it is also true that the engine that drives such successful enterprises is marketing, and with non-profits, donors are the spark that runs the engine.
Marketing through email has been around for quite a while now. It is basically the online version of a direct mail letter--the electronic counterpart to postal letters, fliers, and brochures that have been used and are still being used so successfully. Combining your print marketing with your email marketing just makes sense.
Some of the advantages email marketing has are obvious. Emails are fast and cheap. They can deliver your message almost immediately at almost no cost, and have literally no negative environmental impact. That is quite a bargain. But there are some less obvious benefits, too. With email, you can track whether your mail is getting opened or not. That is valuable information for any marketing campaign. After all, the trick is still getting your message opened and read. If you can determine which messages are getting opened, you have a head start in adjusting the campaign.
What actually works?
How does a non-profit like Dreams4Kids successfully market using email? They follow some easy guidelines that any small business can employ.
1. Decide what kind of campaign you want. Emails can be regularly scheduled newsletters or more sporadic announcements linked to specific events. Both are beneficial and should be considered. But, if you try the latter, be sure your timing is appropriate. The reader must have time to react, but not too much time.
2. Know your target audience. This is an important step in getting those emails opened and read. Whatever is in your email, it has to be relevant to the clients' interests or you are wasting your time.
3. Provide value. Once it is open, your email must provide something valuable to the reader, whether it is a discount coupon, an announcement of a product launch, or some other information that the client has an established interest in. This is where the mantra comes from: Content is king. The content must have value. Determine what your customers' questions are and then answer them before they are asked. That provides value.
4. Be brief and to the point. Rambling messages rarely get read completely today. One such email could doom all your subsequent emails to the delete button without being opened.
5. Use images to attract the reader's eye and maintain interest. A picture really is worth 1,000 words.
6. Use a mobile-friendly email template. If you still think today's technology is mostly limited to desktop computers, think again. Technology statistics website Statista.com says that Apple Computer's iPad sales top $1.6 billion quarterly. Worldwide tablet sales by all manufacturers are now over 50 million units quarterly. The days of the desktop's supremacy are now well behind us. Your emails have to be easily read on tablets and smartphones or your campaign is doomed from the start.
Using email in conjunction with your print marketing really can work for you so that your business becomes part of your customers' conversations. If Dreams4Kids can effectively use email to attract donors, you can use it to attract and keep customers for your business.
Friday, January 29, 2016
Brand Awareness: Becoming Another Kleenex
In today's world of marketing, if you are not marketing online, you are missing a very big boat. Marketing is now a science with logistics and parameters that were largely unheard of just a few years ago. However, that is not the case with the notion of brand awareness. The auto industry was probably the biggest contributor to the idea that brand loyalty could be utilized to sell more products. That industry is over 120 years old, and brand awareness became a fashionable tool in marketing automobiles by the early 1900s.
Brand awareness, of course, is the extent to which a name, label, logo, catch phrase, jingle, or another identifier that is associated with a brand, a specific product, or a company is easily recognized by customers. Brand awareness may be old news, but the Internet has taken the concept to new heights, becoming far more measurable and quantifiable as part of an overall marketing strategy.
There are many examples of successful brand awareness implementation. It has always been primarily produced by effective advertising. The most dramatically successful advertising campaign is the one where your product becomes synonymous with the product category. For many years now, a facial tissue has been called a Kleenex regardless of what actual brand was used. This is the same result we see when some people refer to any sport-utility vehicle as a Jeep and any cola drink as a Coke.
The objective in advertising or any brand awareness marketing endeavor is not simply to get your product name or image in front of the consumer. It is to get the image into the mind of that consumer, so when the buying customer wants a product, he or she wants your product before that of any competitors. Repetitious advertising creates a memory trace that remains and is reinforced with every additional occurrence. Think of mayonnaise, hot dogs, ketchup, beer, and coffee. The odds are pretty good that in each case you thought of a specific brand. It is no coincidence that the biggest selling brands are also among those most heavily advertised in various media.
While a successful advertising campaign can create solid brand awareness, a limiting or cessation of advertising can erase the gains in a remarkably short time. Forty years ago, a steel wool soap pad was known as a Brillo Pad. Today, SOS brand is the big seller. Brillo sometimes doesn't even get any shelf space, and we must ask when was the last time you saw an ad for Brillo scouring pads? The manufacturer failed to maintain the brand awareness level they had established. A massive advertising campaign by the manufacturers of SOS soap pads was the driving force that changed the landscape.
Advertising remains key to this process, and today the most critical medium for reaching the customer is the Internet. No other medium offers such widespread advantages in both reach and monitoring capacity. With the Internet, you can track how many times your ad has been viewed and how many times it has been clicked on.
Furthermore, social media and blogging have opened up new avenues for tracking your brand's impact. Programs exist that can tell you how many times your brand has been searched for by a search engine. Others can reveal how many times it has been mentioned in a blog anywhere on the World Wide Web. These "mentions" can be even more critical to brand awareness than page views or clicks because each one may represent an impartial testimony to your product. Even negative discussion tends to reinforce brand awareness. The old saying applies: There is no such thing as bad publicity.
Establish it, reinforce it, and nurture it. Brand awareness can make the difference for you in becoming another brand like Kleenex.
Brand awareness, of course, is the extent to which a name, label, logo, catch phrase, jingle, or another identifier that is associated with a brand, a specific product, or a company is easily recognized by customers. Brand awareness may be old news, but the Internet has taken the concept to new heights, becoming far more measurable and quantifiable as part of an overall marketing strategy.
There are many examples of successful brand awareness implementation. It has always been primarily produced by effective advertising. The most dramatically successful advertising campaign is the one where your product becomes synonymous with the product category. For many years now, a facial tissue has been called a Kleenex regardless of what actual brand was used. This is the same result we see when some people refer to any sport-utility vehicle as a Jeep and any cola drink as a Coke.
The objective in advertising or any brand awareness marketing endeavor is not simply to get your product name or image in front of the consumer. It is to get the image into the mind of that consumer, so when the buying customer wants a product, he or she wants your product before that of any competitors. Repetitious advertising creates a memory trace that remains and is reinforced with every additional occurrence. Think of mayonnaise, hot dogs, ketchup, beer, and coffee. The odds are pretty good that in each case you thought of a specific brand. It is no coincidence that the biggest selling brands are also among those most heavily advertised in various media.
While a successful advertising campaign can create solid brand awareness, a limiting or cessation of advertising can erase the gains in a remarkably short time. Forty years ago, a steel wool soap pad was known as a Brillo Pad. Today, SOS brand is the big seller. Brillo sometimes doesn't even get any shelf space, and we must ask when was the last time you saw an ad for Brillo scouring pads? The manufacturer failed to maintain the brand awareness level they had established. A massive advertising campaign by the manufacturers of SOS soap pads was the driving force that changed the landscape.
Advertising remains key to this process, and today the most critical medium for reaching the customer is the Internet. No other medium offers such widespread advantages in both reach and monitoring capacity. With the Internet, you can track how many times your ad has been viewed and how many times it has been clicked on.
Furthermore, social media and blogging have opened up new avenues for tracking your brand's impact. Programs exist that can tell you how many times your brand has been searched for by a search engine. Others can reveal how many times it has been mentioned in a blog anywhere on the World Wide Web. These "mentions" can be even more critical to brand awareness than page views or clicks because each one may represent an impartial testimony to your product. Even negative discussion tends to reinforce brand awareness. The old saying applies: There is no such thing as bad publicity.
Establish it, reinforce it, and nurture it. Brand awareness can make the difference for you in becoming another brand like Kleenex.
Wednesday, January 13, 2016
Sensitivity to People's Needs
Doing business involves a product or service and a buyer and seller. In large part, it also involves the formation of relationships. The fact that some of them are quite temporary does not diminish the importance of these buyer-seller relationships. The objective, of course, is to limit the number of temporary relationships and increase those that are ongoing. Repeat customers are intrinsically valuable for the success of a business.
Naturally, these relationships should be as positive as possible. To do this effectively, you need to be sensitive to the needs and desires of the individual. Never forget that your customers are, first and foremost, individuals with personal needs.
In years past, some companies dealt only sporadically, if at all, with this issue, trusting fully in their products to supply what the customer needed. But, the relative success and failure of many such businesses have proven this outmoded attitude to be counter-productive.
Indeed, an entire industry has grown up around the concept of customer relationship management (CRM). Today, software is available from many sources. This software can make it far easier to manage all customer contacts, enhancing the relationship to the utmost, producing greater sales through better communication. However, it still comes down to the one-on-one relationship and your awareness in general, as well as specific customer needs.
Customer Satisfaction
As has always been the case, a successful appreciation for the needs of your customers is driven by sensitivity--treating people as people rather than simply as customers. Since a business' customer contacts are most frequently engaged in by employees rather than management, a company's employees and their training are of paramount importance in achieving better customer interaction.
A company is in a far better position for growth when its employees are made aware that their overall performance will be judged by their customer interaction--the levels of satisfaction those clients have achieved. After all, customer satisfaction is the most effective means of achieving customer retention, a far more efficient way to increase sales than continually reaching out only for new customers.
One key element in developing satisfied customers is to ensure that they deal with satisfied employees who present a positive picture of the company. A satisfied employee is a valuable tool. This is especially true when your employees are dealing with customer complaints. When a customer is most upset about something is when your employee's "soft skills" are the most critical. Soft skills involve the ability to address customer complaints with politeness and de-escalation of the client's emotional responses.
This brings to mind the movie, The Negotiator, where Samuel L. Jackson's character tells another negotiator, "Never say 'no' to a hostage taker." He then tricks the other guy into saying no several times, each time castigating him for his ineptitude. As humorous as this scene is, it also highlights the importance of a skillful use of words and an awareness for the needs of your counterpart in conversation. While your employee is not going to cause someone's death, she just might cause a lost sale. Making certain that every client conversation concludes with a positive perception can result not only in short term sales but also in a greater number of positive stories being shared among new potential customers.
With businesses becoming ever more international in scope, many organizations are increasingly investing in staff training to enhance cultural sensitivity. Cultural, political, religious, and linguistic differences do exist as potential barriers, and learning to navigate this new international landscape is an important ingredient for future growth.
Never underestimate the power of positive relationships. Sensitivity to customer needs is key to a better public perception of your business.
Naturally, these relationships should be as positive as possible. To do this effectively, you need to be sensitive to the needs and desires of the individual. Never forget that your customers are, first and foremost, individuals with personal needs.
In years past, some companies dealt only sporadically, if at all, with this issue, trusting fully in their products to supply what the customer needed. But, the relative success and failure of many such businesses have proven this outmoded attitude to be counter-productive.
Indeed, an entire industry has grown up around the concept of customer relationship management (CRM). Today, software is available from many sources. This software can make it far easier to manage all customer contacts, enhancing the relationship to the utmost, producing greater sales through better communication. However, it still comes down to the one-on-one relationship and your awareness in general, as well as specific customer needs.
Customer Satisfaction
As has always been the case, a successful appreciation for the needs of your customers is driven by sensitivity--treating people as people rather than simply as customers. Since a business' customer contacts are most frequently engaged in by employees rather than management, a company's employees and their training are of paramount importance in achieving better customer interaction.
A company is in a far better position for growth when its employees are made aware that their overall performance will be judged by their customer interaction--the levels of satisfaction those clients have achieved. After all, customer satisfaction is the most effective means of achieving customer retention, a far more efficient way to increase sales than continually reaching out only for new customers.
One key element in developing satisfied customers is to ensure that they deal with satisfied employees who present a positive picture of the company. A satisfied employee is a valuable tool. This is especially true when your employees are dealing with customer complaints. When a customer is most upset about something is when your employee's "soft skills" are the most critical. Soft skills involve the ability to address customer complaints with politeness and de-escalation of the client's emotional responses.
This brings to mind the movie, The Negotiator, where Samuel L. Jackson's character tells another negotiator, "Never say 'no' to a hostage taker." He then tricks the other guy into saying no several times, each time castigating him for his ineptitude. As humorous as this scene is, it also highlights the importance of a skillful use of words and an awareness for the needs of your counterpart in conversation. While your employee is not going to cause someone's death, she just might cause a lost sale. Making certain that every client conversation concludes with a positive perception can result not only in short term sales but also in a greater number of positive stories being shared among new potential customers.
With businesses becoming ever more international in scope, many organizations are increasingly investing in staff training to enhance cultural sensitivity. Cultural, political, religious, and linguistic differences do exist as potential barriers, and learning to navigate this new international landscape is an important ingredient for future growth.
Never underestimate the power of positive relationships. Sensitivity to customer needs is key to a better public perception of your business.
Monday, January 11, 2016
Data Security in 2016 and Beyond: What Your Business NEEDS To Be Prepared For
We now live in an era where the vast majority of our personal and professional lives are playing out on the Internet. This is particularly true in terms of business, where cloud-based collaboration tools and hosting providers make it easier than ever to access our mission-critical documents from any location on the planet provided you have an active Web connection at the time. Because of the increased amount of faith that we're putting into the digital realm, data security is of the utmost importance. There are a few key issues regarding data security that your business NEEDS to be prepared for moving forward.
Passwords are Going Away
Simple passwords have long been considered by experts to be woefully inadequate as far as actual data security. This is especially true now that everything from bank account statements to medical records are being stored electronically. All it would take is someone with a little knowledge and the right hardware to guess even the most stringent of passwords, which is why the practice is poised to go away for good sooner rather than later. Many businesses are turning towards other options, like SSH-key authentication, which uses a security key in conjunction with encryption to increase the safety of information stored digitally.
With SSH-key authentication, all data is essentially scrambled via encryption algorithms both in transit and at rest. In order to "decode" that information and gain access to the data inside, a computer needs the appropriate SSH verification key. Without that key, even someone who had the password for an account would essentially find all of the data unreadable, which is why this is one security trend that is increasing in popularity and shows no signs of slowing down anytime soon.
Security as a Service
One of the main obstacles regarding maintaining security in the digital world has to do with the massive effort required on behalf of business owners. Maintaining security patches, upgrading and monitoring network-based security hardware and more can be a full-time job for an IT employee - if you have an IT employee to begin with. Instead of constantly engaging in the uphill battle of trying to maintain security on their own, many businesses are turning towards third-party security as a service for this very reason.
Under this type of situation, you would pay a third-party company to take over complete control of your network security infrastructure. They would be responsible for auditing, disaster recovery, real-time detection, maintaining security patches and more - giving you complete peace of mind as a business owner knowing that A) you are as protected as you can be against cyber threats and B) you don't have to devote a huge amount of time, money, and energy in order to get to that place.
Device Policies
Allowing employees to bring their own devices to work is increasingly common, but it is not without its disadvantages. If an employee accesses mission-critical information on their personal iPhone and then that device is stolen from them, the data they were accessing is potentially compromised. This is one of the many reasons why businesses are enacting strict device enforcement policies governing what types of personal devices can be used at work, what information can be accessed on them and what happens to that device if an employee suddenly becomes an ex-employee for whatever reason.
These are just a few of the important factors to consider about data security in 2016 and beyond. The Internet and technology, in general, brings with it a host of different benefits for businesses that can't be ignored, but there is a seedy underbelly to the proceedings as well if you're not careful. The key to cyber safety involves knowing what type of battle you're engaging with and making smart, actionable decisions in a proactive way.
Passwords are Going Away
Simple passwords have long been considered by experts to be woefully inadequate as far as actual data security. This is especially true now that everything from bank account statements to medical records are being stored electronically. All it would take is someone with a little knowledge and the right hardware to guess even the most stringent of passwords, which is why the practice is poised to go away for good sooner rather than later. Many businesses are turning towards other options, like SSH-key authentication, which uses a security key in conjunction with encryption to increase the safety of information stored digitally.
With SSH-key authentication, all data is essentially scrambled via encryption algorithms both in transit and at rest. In order to "decode" that information and gain access to the data inside, a computer needs the appropriate SSH verification key. Without that key, even someone who had the password for an account would essentially find all of the data unreadable, which is why this is one security trend that is increasing in popularity and shows no signs of slowing down anytime soon.
Security as a Service
One of the main obstacles regarding maintaining security in the digital world has to do with the massive effort required on behalf of business owners. Maintaining security patches, upgrading and monitoring network-based security hardware and more can be a full-time job for an IT employee - if you have an IT employee to begin with. Instead of constantly engaging in the uphill battle of trying to maintain security on their own, many businesses are turning towards third-party security as a service for this very reason.
Under this type of situation, you would pay a third-party company to take over complete control of your network security infrastructure. They would be responsible for auditing, disaster recovery, real-time detection, maintaining security patches and more - giving you complete peace of mind as a business owner knowing that A) you are as protected as you can be against cyber threats and B) you don't have to devote a huge amount of time, money, and energy in order to get to that place.
Device Policies
Allowing employees to bring their own devices to work is increasingly common, but it is not without its disadvantages. If an employee accesses mission-critical information on their personal iPhone and then that device is stolen from them, the data they were accessing is potentially compromised. This is one of the many reasons why businesses are enacting strict device enforcement policies governing what types of personal devices can be used at work, what information can be accessed on them and what happens to that device if an employee suddenly becomes an ex-employee for whatever reason.
These are just a few of the important factors to consider about data security in 2016 and beyond. The Internet and technology, in general, brings with it a host of different benefits for businesses that can't be ignored, but there is a seedy underbelly to the proceedings as well if you're not careful. The key to cyber safety involves knowing what type of battle you're engaging with and making smart, actionable decisions in a proactive way.
Tuesday, January 5, 2016
The Evolution of Sales: How the Landscape Has Changed
Depending on whom you are selling to, and how, the nature of the sales process has changed since the birth and incredible growth of the Internet. However, with all of the changes in how we communicate with digital connectivity, some things have not changed much at all. Sales are still sales. It is the targeting of sales that has changed more than anything else.
A century's worth of knowledge about how to go about selling something has not been made obsolete, but it has experienced some competition. The old guard, presenting the "correct" path for sales taught new recruits the art of manipulation. Jeffrey Gitomer, Zig Zigler, Brian Tracy, Tom Hopkins, and many other authors on the subject have outlined a strategy for increasing sales on the basis of this manipulation. They have shown us a successful, proven model for sales. So, what has changed?
Old School
The mantra for the old school approach was to establish and maintain a sort of control over potential customers by answering questions with questions. Establish some common ground and build a rapport. Spend all the time you can, build value, and only then reveal the price. Once a value has been established, even a higher price will seem more acceptable. It must be said that this approach has achieved much success. And, in fact, there remains a place for it, depending on the medium used for conversation.
What the Internet and digital communication have done, however, is to change the speed of interactions to the point that available time has collapsed. These days, spending a lot of time has become counter-productive if the medium is the Internet, for example. Studies show that most web surfers, even when looking for a specific product, will spend very little time searching before making a decision, one way or the other.
This makes building value more difficult, and when transactions occur online, there is no face-to-face interaction and no rapport building. Digital customers have very little time for elaborate presentations building product value. Typically, they already have a price in mind and are most interested in your price for the sake of comparison.
New School
Today, sales are being made with a rapidity that has never before been matched. For that to occur, some of the old ways have been relegated to other media, as the Internet has expanded to take over some of their space. Online sales are continuing to explode exponentially, so it is quite clear that new approaches are being validated.
To a certain extent, a person's approach is tailored to his or her personality. Some people are built for face-to-face interaction. Some can do without it. All sales become a contract and there is a personal comfort zone that must be attained even in the quickest of transactions. Serious shoppers who demand a greater depth of information do exist on the Internet, but the Internet can easily adapt for these shoppers by offering the information to those who demand it, while streamlining the sales process for those who do not.
There is really nothing inherently wrong with the old school approach to sales. There will always be a time and place for it in certain contexts. What the Internet has introduced to the process is flexibility. While there is no flesh-and-blood person speaking to the buyer, there is a wealth of information available if the buyer really desires it. As a result, website building has become something of an art form, so the needs of customers can be addressed as those needs emerge rather than in a pre-determined sales presentation.
It seems old school and new school can live together, after all.
A century's worth of knowledge about how to go about selling something has not been made obsolete, but it has experienced some competition. The old guard, presenting the "correct" path for sales taught new recruits the art of manipulation. Jeffrey Gitomer, Zig Zigler, Brian Tracy, Tom Hopkins, and many other authors on the subject have outlined a strategy for increasing sales on the basis of this manipulation. They have shown us a successful, proven model for sales. So, what has changed?
Old School
The mantra for the old school approach was to establish and maintain a sort of control over potential customers by answering questions with questions. Establish some common ground and build a rapport. Spend all the time you can, build value, and only then reveal the price. Once a value has been established, even a higher price will seem more acceptable. It must be said that this approach has achieved much success. And, in fact, there remains a place for it, depending on the medium used for conversation.
What the Internet and digital communication have done, however, is to change the speed of interactions to the point that available time has collapsed. These days, spending a lot of time has become counter-productive if the medium is the Internet, for example. Studies show that most web surfers, even when looking for a specific product, will spend very little time searching before making a decision, one way or the other.
This makes building value more difficult, and when transactions occur online, there is no face-to-face interaction and no rapport building. Digital customers have very little time for elaborate presentations building product value. Typically, they already have a price in mind and are most interested in your price for the sake of comparison.
New School
Today, sales are being made with a rapidity that has never before been matched. For that to occur, some of the old ways have been relegated to other media, as the Internet has expanded to take over some of their space. Online sales are continuing to explode exponentially, so it is quite clear that new approaches are being validated.
To a certain extent, a person's approach is tailored to his or her personality. Some people are built for face-to-face interaction. Some can do without it. All sales become a contract and there is a personal comfort zone that must be attained even in the quickest of transactions. Serious shoppers who demand a greater depth of information do exist on the Internet, but the Internet can easily adapt for these shoppers by offering the information to those who demand it, while streamlining the sales process for those who do not.
There is really nothing inherently wrong with the old school approach to sales. There will always be a time and place for it in certain contexts. What the Internet has introduced to the process is flexibility. While there is no flesh-and-blood person speaking to the buyer, there is a wealth of information available if the buyer really desires it. As a result, website building has become something of an art form, so the needs of customers can be addressed as those needs emerge rather than in a pre-determined sales presentation.
It seems old school and new school can live together, after all.
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