A Business Owner recently said,”We need to change or we will be out of business in the next few months!” I have been in this situation before. And know what these words and feelings could do to a business without direction for change.

Things happen. Sometimes forcing management to look ahead. We are all in a new launch, fad cycle or long-term trend. How are we projecting these on-going forces while directing change?

Years ago managers and CEOs did not want to say the word, “change.” The word still has some negatives to employees. Yet, security of “no changes here” simply does not work. Reality of the labor force, market place and competition means something is going to take place.

Some managers still base change on financial numbers and metrics alone. There are a lot of sincere efforts out there based on gross sales or another yardstick that is so general that even salespeople know there is more than the number itself. Certainly there are unique complexities from past management experiences, but ultimately financial indicators boil down to ratios. Not what is crucial to potential customers.

Understanding perceived needs of potential customers is basis for any change. Knowing what triggers motivation or interests potential customers gives direction even to the most head-strong Business Owner or shy marketeer. Analyzer I assists in identifying motivational triggers from perceived needs for messaging changes. What is your direction of change?

It all adds up. Business value rule # 1 states, “On the average a business sells every 3-5 years.” Don’t wait until it is too late. Having a third party get to the truth of potential customer’s desires could bring about a new direction. An internal survey misses vital information especially if the survey is from a co-worker or manager. This is the first step (removing hierarchical bias) of needs analysis. Contact us for a complimentary review of your particular situation.

Click to listen to an audio on using Analyzer I for identifying needs and then finding unique motivational triggers.

Analyzer I fits with Web 2.0 moving to 3.0 semantics like Calias but with more targeted words for specific target audiences. One day Analyzer I will prove to be one of the best SEO tools since it is based on fundamentals of relevancy. It has already been used in minor test cases for optimizing messaging in various media. It enhances integrated marketing communication processes and has been introduced and used in several classes at NorthWestern University for the last four years.

If you would like to know more about this tool download the IMC messaging process at http://www.growthconcepts.org/?p=2613 How are you recycling initial contact leads?  Even if they do not buy!  WE found recently while interviewing top executives,  either sales people were not gathering door-to-door contact information or website visitor information is not collected.  Wasted energy.  Get best practice follow-up tools and processes working for you.  There are initial contact media like T. V., ad insertion, organic search optimization, ppc and then there are follow-up tools like personal calls and emails with multi_contactor.  What are you doing to gather initial contact information-and then warm-them-up?

WE realize that each business lead advancement system is a little different so we offer a complimentary review of your lead advancement process.  See if a specialized tool, activity, event or mechanizm could bring more your company or process more $$$.  One client realized over 300% increase in leads from a simple gathering mechanizm-ask us how.

Email for a complimentary review of how the software is used:  word@growthconcepts.org

Baby Boomers Statistics

Based on population demographics, it is reasonably estimated that Baby Boomers own approximately 67% of middle market businesses and will sell or otherwise dispose of (as opposed to abandoning) approximately 83% of them2 as they retire or die in the coming years. Assuming that most of these businesses will be disposed of when their owners reach age 65, more than 671,000 middle market businesses worth an estimated $2.47 trillion will be disposed of between 2011 and 2029 by Baby Boomers alone (or an average 35,000 middle market businesses a year). Exactly when this wave arrives will be determined not simply by Boomers’ ages but also by the economy, interest rates and other factors. There is no question, however, that the selling wave should begin shortly and steadily rise over the next 10-12 years, peak during the 2020s and taper off during the following 10-12 years. The other drivers previously mentioned-shortened business life cycles, one-world cross border M&A deals, and private equity capital seeking middle market business investments-likely will continue to influence middle market M&A throughout this period and beyond.

How does this effect your business?  Consider moving closer to an “ideal business” model with one of our organizational development experts.

When a business buyer is looking at business for sale they always look where sales are coming from.  If a business owner is spending to much on her/his marketing budget for T.V., ppc, cable or other push media(for new leads) the business buyer knows something is not working. And word-of-mouth is not spreading the name, product knowledge and affection of the business.   Something is not working.

Word-of-mouth is either working for or against business value.  We all know that one disgruntled customer tells 7-10 people about their poor experience with a business.  While one happy customer tells only 4-6 people about their positive experience.  How could your business optimize word-of-mouth while maximizing business value?