Winners receive invitations to the best relationships. And they nurture them.
Really. Winners get invited to Buckingham Palace and key conferences, exhibitions, and podiums. They gain access to networks and relationships, including new opportunities and better deals.
Sales executives love to hear this from their national accounts managers: “I called Jerry Smith over at ExxonMobil last Thursday. He said, ‘Joe, I’m glad you called. I really need to talk to you.’” That’s need is at the core of a relationship that will likely grow and prosper, because it’s built upon trust. That’s what marketing excellence can do for you. And Jerry Smith wants Joe because what Joe has will make him feels good! And be better at what he does.
Winners have a better story to tell. Recognize there will be times when you make mistakes. That might mean you need to ask a trusted colleague or other professional to look at what you’re doing. Your processes. It may be that you are just not aware of a small thing or action that’s missing and not producing the results you want and need.
Take baby steps. Adjust and measure. Rinse and repeat.
Different companies have different goals to achieve their idea of success. Content marketing is the courier and the message that connect us to new relationships. The many sides of content marketing offer something for everyone when it comes to reaching those goals, whether it’s company growth, greater ROI, or greater brand recognition. Content marketing strategies are the most effective when marketers take the time and research to understand their target audience.
Give before you expect to receive.
The key takeaway from any content marketing case study is to craft a strategy that revolves around your company’s goals and the story you want to tell—and the relationships you want to keep.
When you show people that you care, that you have put in the energy for purposeful practice and become skilled at a facet of life important to you, you separate yourself from the average—the ones who have some skills but are often deeply absorbed in their smart device, or whose primary interests on their first day at a company are the snack bar and Friday Happy Hours. When they actually work, they plug into the Customer Relationship Manager (CRM) and only do what’s likely to be in their best interests. They have little time for you and lack the talent and intentions to elevate the team.
Winners, on the other hand, are wanted at virtually every table. They have achieved and continue to achieve, and they are intentional in their generosity to teach you and the team how to be better and do more with what you have. They demonstrate an open, wholehearted approach to sharing the success they and you create. Their emails and social posts will mostly contain content that benefits you, the recipient, rather than just continually blowing their own horn. They offer to make you better. That’s where the situation tips.
Then the early and important invitations arrive. They get to play golf with multiple Cy Young Award winners. They are asked to help a new startup create a Lean Canvas business plan. They become friends with a multiple patent holder and are asked to help structure a go-to-market strategy for one of the patents. Winners grow and make damn sure that they take their tribe with them.
Because they are authentic, they are also trusted.
Trust accelerates new relationships that, when nurtured, grow into long-term successful customer development plans. You can apply that process to any aspect of life, even beyond the business and healthcare ecosystems. BU you can hire them of course.
Find out what differentiates a winner from just another voice who wants your attention. And then, of course, enjoy how you distance yourself and your team from the others.
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