Selling the Brand of You

BY: Joe Crisara

selling-the-brand-of-you

If you were around in the 80’s like I was, maybe you remember the “generic brand” at your local grocery stores.

I’m talking about the plain white packages with only black block letters and a bar code on them.

Those black block letters spelled out things like BEANS, BEER, COLA… and who could forget LUNCH LOAF.

It’s not the most loafappealing product name, but you could probably argue that “Lunch Loaf” is no less appetizing than the word “Spam.”

A far cry from all the cool brand names and catchy slogans we’re used to, the marketing strategy behind the generic craze back in the day, was simply to be cheap.

That’s it. Low price. That was the only goal, and it was also the only competitive advantage this brand had.

Today the generic brand is gone, but in its place are numerous private label store brands. And if you asked most consumers, you’d find that the majority of them believe that their local grocer’s  “private label” store brand is of equal if not better quality than the national brand.

Many recent studies have shown that private label products are growing at a steady pace, and in the grocery business, private label brands now account for a lion’s share of the grocery business.

Think about how you shop. When you buy eggs, do you feel like you have to buy a major brand? Or are you just as happy with the store brand? If you’re like most people, you’re perfectly happy to buy the eggs with your local store’s logo on it instead of the national brand.  In fact, because it’s local it may be MORE trusted as well.

All the egg and lunch loaf conversation aside… you’re probably wondering how this applies to you as a contractor.

The same principles that have turned numerous companies in other industries into profitable private label masters can also be applied to service contractors. Continue reading “Selling the Brand of You”

3 Keys To Get Your Team To Take Action

BY: Joe Crisara

3 KEYS

I firmly believe that to have a successful team, you first have to understand the individual players in detail… and then use your understanding of the players to forge a winning culture.  But once you’ve taken the time to get to know each player, how do you get each individual begin to do something different, change their results and start moving in the right direction? Continue reading “3 Keys To Get Your Team To Take Action”

Be a Student To Be a Great Leader

BY: Joe Crisara

Be a Student

 

As a leader in your organization, and as a coach to your team, you do your best to make sure that your team has the proper knowledge, training and support to succeed.  You hold meetings and training sessions. You ride along with them on calls and share everything you know so that the lessons you’ve learned along the way might help your team members become more successful. Continue reading “Be a Student To Be a Great Leader”

If Nick Saban Was Your Manager: The Recipe For a Winning Team

BY: Joe Crisara

The Recipe For a Winning Team

Now, everybody always says there’s no ‘I’ in team, but there is an ‘I’ in win, because the individuals make the team what it is, and how they think and what they do is important to the team.    

— Nick Saban

Continue reading “If Nick Saban Was Your Manager: The Recipe For a Winning Team”

Having a Turnover Problem?

BY: Joe Crisara

Negative Talk- The Language Of Losers (1)The Problem of Turnover

One of the first questions I always ask new clients who are struggling to get control of their salespeople and increase their results is a very easy one to answer.

Here is the question…

Of the last 10 salespeople to leave, how many of them quit and how many were dismissed or as I like to say “de-hired?”

 

When I listen to sales managers answer that question, I don’t only listen for the words they tell me but also watch how hard it is for them to access this information.

If a sales manager takes a long time to answer because they can’t remember the last time a sales person left the company, I know they have a turn-over problem.

Not enough, turn-over that is. Continue reading “Having a Turnover Problem?”

If Tony Soprano Was Your Sales Manager

BY: Joe Crisara

Your Sales “Boss”

I remember the not so distant “good old days” when I made sure that I was home every Sunday night to watch one of my favorite shows. You would have to be from Mars to not know of or remember the HBO hit show The Sopranos which featured an inside look at some of the “alleged” New Jersey mob figures.

I know it seems like this is a product of the twisted mind of a sales consultant who has been on the road for a few weeks too long. But one evening while watching a re-run of the show, I began to think hmmm… Continue reading “If Tony Soprano Was Your Sales Manager”

Negative Talk: The Language Of Losers

BY: Joe Crisara

The Language Of Losers

It was raining a torrent on this gray, cold day as John, a territory manager for a manufacturer’s distributor, scurried from his car and into the office of one of his clients. As he got in the door, he wiped the water from his glasses with a napkin he had in his pocket.

Kathy, the company receptionist, was there to greet him. “Geez, it’s really coming down out there!” said Kathy, understating the obvious.

“Tell me about it,” said John, “Hey, is Larry in today? I have some new products I need to show him.” He asked her without pausing. Kathy, knowing John for years has always stopped in on Tuesdays, ushered him into Larry’s office immediately. Continue reading “Negative Talk: The Language Of Losers”

CASE STUDY: The Faithful Comeback

BY: Joe Crisara

The Faithful Comeback

Many business owners experience difficult times – periods when sales are low and cash flow is a dribble. But when a business is on the brink of closing, it takes hard work to keep the doors open. And a little bit of faith.

Bill Campbell, 56, has been in the HVAC business for 33 years. While Campbell describes himself as a “worker,” in 1993 he took on the title of owner and founded West Deptford, NJ-based Campbell’s Comfort System.

The 17-year-old business has seen its normal peaks and valleys, like any other HVAC company. But in 2008, as the recession worsened, Campbell’s business almost closed. Campbell recalls seeing the oncoming recession in early 2007. Continue reading “CASE STUDY: The Faithful Comeback”