You know me, I love to name-drop, so… having just been interviewed on the BBC (!)…

In all seriousness, there’s a report out today from the Chartered Institute of Personnel and Development (CIPD) which claims bosses have an inflated opinion of their ability to manage their staff.  They claim this is undermining attempts to boost the country’s economic growth and that leadership and management capability is an Achilles heel for UK plc.  (See here for further details: http://www.google.com/hostednews/ukpress/article/ALeqM5haxiNm-wjKvLtXXalWMAVxRoielQ?docId=N0039981335945539958A)

The key leadership skill for me is communication.  And, as marketers, communication should be our strongest asset.  But often, we’re better at communicating with our external customers than our internal ones.  So I thought I should pose the question and ask you to consider your internal marketing strategy.

Internal marketing is marketing communication with people inside your organisation.  This definitely includes employees (especially front line staff who play a significant role in marketing), your management team and possibly your shareholders.

How often do you keep in touch with these groups of people?  If I asked them for the marketing goals and an elevator pitch about the business, could they tell me?  If not, you have some work to do.

Everyone inside your organisation is a potential marketing resource.  And you need to tap into that resource to give your company the best chance of growth. 

Managers may be (allegedly) undermining the economic recovery, but let’s make sure the next finger isn’t pointed at the marketers…

Networking can be a really useful and cost-effective marketing technique, providing you stick to the golden marketing rule of ‘consistency’.  You need to spend time building relationships and attend events with realistic expectations.

We’ve been networking for over six years and run our own networking event.  Our top tips for making sure you get the most from your networking activities are:

1. Attend plenty of groups to start with and see which ones you like and which ones contain people you may be able to work with
2. Look beyond the members – you are trying to find out who they work with, not just what they do.  Could they open doors for you?
3. Decide on maybe two or three groups to join – maybe one social group and one focused business network such as BNI (Business Network International)
4. Attend regular meetings – if you aren’t there, you can’t get to know people – and they can’t get to know you
5. Offer to help people.  The more help you can be to others, the more likely they will want to help you in return
6. Learn an elevator pitch, so you can present your business well
7. Be specific about the kind of companies you’re looking for, to help people help you
8. Set yourself some goals, so you can measure your return on investment
9. Be realistic about what you can expect from the group – people aren’t likely to pass you business until they know you.  (Networking isn’t a get-rich quick scheme.)
10. Under no circumstances sell to the people in the room – that will destroy any credibility you may have and only serves to upset seasoned networkers

Networking is one of the most cost-effective forms of marketing there is, but it takes time.  Over the years, we’ve seen many companies try networking and bemoan the fact it doesn’t work.  But, like everything else, it’s something you have to stick at and it’s a skill you have to learn.  Just because you run a business, or work in sales / marketing, doesn’t mean you’re any good at networking, so get yourself on a course and put your learning into practice.

We’ve mentioned all week that people form an impression about you in just a handful of seconds but, often you haven’t had chance to speak at that point.  So how are people forming impressions about you?

• 55% of your first impression in created non-verbally

This is usually how you look, how you stand, your body language, whether you smile and make eye contact.  It includes your clothing, haircut, accessories, shoes…  And it makes up over half of the first impression someone makes about you – perhaps it’s time to invest in that full-length mirror?

• 38% is translated in the tone of your voice

It’s not what you say, it’s how you say it – and it makes up a huge part of the impression people have of you.  This picks up any excitement, enthusiasm and passion in your voice, and equally boredom, disinterest and monotony.

• 7% is the words you use

Just 7% of people’s first impression is in your choice of words.  So you could have the best elevator pitch ever, but if you’re dressed inappropriately or deliver it without any passion, your marketing message is likely to be lost.

You have just seven seconds and your first twelve words before someone has created an impression of you.  They then spend the rest of their time with you trying to find evidence to back up that first impression.  And, once it’s made, it’s almost irreversible.

So, if you were stuck in a lift with Richard Branson and had seven seconds to tell him what you do, what would you say?

This is “your one moment to impress or depress, depending on what you say and how you deliver.”   Rob Brown, How to Build Your Reputation.

Our top tips for a great elevator pitch are:

1. Tell people about you – not your job description (are you an accountant, or do you save people tax? Which introduction do you think has people wanting to know more?)
2. Make great eye contact when you’re speaking
3. Smile
4. Deliver your elevator pitch with passion and enthusiasm
5. Prepare – know what you are going to say
6. Have 7-second, 5-minute and 10-minute pitches prepared
7. Don’t forget to ask the other person about them (listen to their answer, so you can ask another intelligent question)
   
8. Be specific about who you are, what you do and what makes you different
9. Create a picture and tell a story if you can – give people your message in technicolour and put them in the picture
10. Be careful of invading people’s personal space

Someone probably asks you every day what you do for a living, but do you take full advantage?  Having elevator pitches prepared will mean you never have to miss that golden marketing opportunity.