Heard about the Herd?

I mentioned in last week's Competitive Edge Report that I had attended a four-day Information Marketing Summit in Atlanta. Initially I thought the takeaways might only be for my entrepreneurial clients but after further examination it has become clear to me that the ideas are just as applicable in a corporate setting as they are for a sole practitioner.

Guru Dan Kennedy always has his inspiration banners hanging from the backdrop of the stage. One says, "Dan is right," BUT another preaches "Rich people have big libraries, poor people have big TVs." But, the one I like the best is "Go out and get yourself a herd."

So what about a herd? A group that follows the leader, does what they are told, stays together from birth until death and defends the leader, and the team, almost without question. OK, maybe that is a bit extreme but if you have ever watched Oprah's viewers, attended a Springsteen concert or gone to a Star Trek convention you know the value of a following. The question is "how do you get them?" I am currently working on about thirteen ways to capture mine, everything from this e-zine, to my web site and speaking engagements to a blog, cards and articles.

When attracting a herd a clear and consistent message is essential. So is a belief in your mission. Vulnerability with the group and an ability to instill in them the sense that they are better with you than alone is critical. Pretty powerful stuff and a responsibility that cannot be taken lightly. There were people at the Summit who have attended ever conference, read every book and bought every program Dan has ever given. Why? Because they believe he delivers for them. Is it true? not the question. Do they believe it's true, absolutely. I must admit that many of the attendees have made significant dollars so they were not blind followers but loyal customers.

Who is your herd? Where do they hang out? What do they read, watch and talk about? What keeps them up at night and gets them up in the morning (especially without an alarm)? What do your customers value? If health is important to them why talk money? If they want more time don't ask for additional but show them how to find it. If they want to be heard, listen. And many times, Dan would say, they want to be told what to do.

I have been sharing many of the ideas and tips from the Summit with my coaching clients. If you are interested in learning more click on the Contact Us button to schedule a get-acquainted appointment. Or call me at 212-628-5280.

So, here is your challenge for the week:

1. Identify your herd. Be specific, lots of details.
2. How are you reaching and communicating with them? How often?
3. Why do they follow you and how can you use this information to make them repeat purchasers, better referrers and your best salespeople? 

Jane Cranston is an executive career coach. She works with success-driven executives, managers and leaders to reach their potential, better manage their boss and staff, as well as develop a career strategy to reach goals and aspirations. Jane is the author of Great Job in Tough Times a step-by-step job search system. Click here to subscribe to her twice monthly Competitive Edge Report.

About the Author

Executive and career coach, “The Job Search Expert,” Jane Cranston understands the challenges and opportunities in the workplace. She integrates years of experience as an accomplished senior executive with global brand name companies, with the lessons learned from opening three successful businesses, and then applies her education and coach training. This sophisticated mix affords her clients her unique perspective, business sensibility, and entrepreneurial spirit.

Jane is the founder and Managing Director of ExecutiveCoachNY, an executive and career coaching business based in New York City with clients nationwide. She coaches success-driven executives and managers to develop a career strategy that accelerates advancement, increases compensation, enhances people-management skills as well as gets the competitive edge in all business activities.

Coaching with Jane is dynamic, structured, forward-focused as well as fun and inspirational. Working with clients in fields such as finance, technology, media and entertainment, real estate, and the law, she assists them in recognizing and achieving their full potential at work and in their personal lives.

Clients claim coaching with Jane has “changed my career focus,” “helped me better understand how to motivate my staff,” “given me ideas that have increased my income by $100,000s,” and “made me realize what is my part and what isn’t,” and claim coaching is “the best thing you could do for yourself.”

Jane Cranston is an executive career coach. She works with success-driven executives, managers and leaders to reach their potential, better manage their boss and staff, as well as develop a career strategy to reach goals and aspirations. Jane is the author of Great Job in Tough Times a step-by-step job search system. Click here to subscribe to her twice monthly Competitive Edge Report.