Many people in our industry say that they want to create a unique value proposition for their organization, and yet it has been my experience that most folks stay the course, and operate in their comfort zone. For those of you who follow my writing and have heard me speak know that I think the comfort zone is one of the most dangerous places in business. The reason I categorize a comfort zone as a danger zone is because a comfort zone is the place where you can turn on auto-pilot and conduct business the same way you’ve always have, and to the same group of customers. You can ignore change and market dynamics and proceed as normal. I visualize the comfort zone as a mind-set framed as a steel trap that nobody can enter, exit or bend.
For those comfort-zone folks, hang on as this ride is about to start, and hopefully you won’t find it uncomfortable. For those innovators and change-embracers enjoy the curves and opportunities along the ride. As we enter into winter of 2013-2014 we can probably all agree on one thing, and that is change is inevitable.
And while nobody has a crystal ball, we do have data, trends and insights that can certainly help us change the way we conduct business, and help tip the competitive scale in our favor. I’d like to share with you some of those significant trends, data and research. It is my hope that you’ll use this information to gain insights that will inspire you to create your own innovations, which will produce identifiable differences and profits for your organization and value for all of your stakeholders.
One of the first macro trends of importance is that both the global stage and the American demographic landscape are changing. If you don’t believe me, simply look back to our last presidential election. Women, Hispanics, Asians and Eco-Boomers [or also known as Gen Y and are the kids of Boomers and born between years of 1982-2002], were the dominant demographic groups that tipped the scale in favor of the incumbent.
What have you done to understand, cater to, meet the needs of, or hire these forceful and influential groups? These Eco-Boomers are now home owners, property, facility and purchasing managers who purchase your services [or talk negatively about you on a social media forum or blog.] What types of ecological products and technology are you embracing to capture the attention and wallet-share of these groups? The impact of this tectonic shift in our demographic landscape will be deep and long lasting. Staying in your comfort zone and ignoring it is almost a fool-proof path to failure.
Another movement you should not ignore is that fact that customers are focusing on improving themselves, a trend called self-actualization, which is all about increasing their educational level in a way that is quantifiable and measurable so that they can create a competitive advantage for themselves.
This means you’ve got to get out of the mode of selling and focus on educating your customers, both internally and externally, on all thing snow management. And this means using virtual or good ole face-to-face educational methods. Your customers want to be taught, not sought after [sold].
Holding events, using technology, increasing your subject matter expertise and sharing with customers and prospects to educate them about snow will go a long for sales and reputation. Whether it involves using technology and the internet including smart phones, apps, webinars or digital education, you need to identify ways to grow your customers.
A trend you’ll probably not be surprised by includes a focus on all things new and cramming. Meaning the speed and rate at which the number of new products and service launches are descending upon us. Customers want more things, faster, newer and better. And yes, the amount of time we want to be connected will only increase.
In 2009 the average American was bombarded by 26,000 pieces of marketing stimuli on a daily basis, including signage, advertisements, voice mails, direct mail or emails all of which fought for our attention. Today, with mobile apps, social media and advances in technology the average American is overwhelmed by more than 57,000 of media opportunities or marketing noise. Is your brand, content and value proposition compelling enough to attract the attention of customers? What are doing to make it faster and easier for your customer to connect with you, and your prospects to find you so that they can conduct their due diligence on you and buy from you?
The trend of localization and customization of one will continue to grow. Meaning that customers want to buy local, or at least have deep roots and connections to local, as well as have a feeling that their products or services are unique and customized for them. Remember, today’s customer are the most educated, transparent [transparency another major trend that I wrote about in a previously article] and connected. While you’ll want to emphasize the benefits of learning curves, efficiencies and powers of scale and scope, being seen as a “one size fits all” company could cause substantial harm to your brand.
These are just a few of the trends that will continue shape the landscape of business in 2013 and 2014. And I promise I’ll share other key trends with you. But I encourage you to step out of your comfort zone, gather your key stakeholders now, in addition to welcoming new players to the table, and brainstorm and bend your frame of thinking! I welcome your questions, comments and mind-bending ideas.
Judy Guido is chairwoman of Guido and Associates, a leading industry consulting firm, and a frequent Snow Magazine contributor.
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