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We help spark your creativity. Whether it is through an energizing presentation or an engaging workshop it is our goal to help you build your business and your customer’s business too! We create customized seminars, provide in-depth coaching and richly informative training, we develop progressive and profitable business strategies and solutions all in an effort to help you differentiate yourself from your competition. An encounter with Bizucate will leave you inspired to learn more, driven to improve and to well on your way to claiming your own distinct place at the forefront of your industry.

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Entries in Biz Learning (4)

Tuesday
02Mar2010

The Lost Art Of Mentorship

In the classical trades like carpentry, cooking, tailoring, even plumbing there is a long tradition of mentoring. Individuals more established and experienced in a particular industry foster relationships with the newer generations by becoming mentors to members of the fledgling ranks. They pass along skills, trade secrets and lessons learned in an effort to educate and support their mentees. Through mentoring companies and even entire industries experience the benefit of continuity; continuity of tradition, practices and standards. On the receiving end mentees are given the chance to share newer trends and technology with their elders in an effort to evolve their chosen field.

Mentorships are far less common in the world of businesses. The competitive culture in a lot of large companies makes the teacher/student dynamic an unsteady one. And in small businesses there is rarely the time to maintain genuine mentorships. These realities however, do not reduce the need for mentors; in fact, I would say they increase the need for a supportive professional relationship.

I have been lucky to be both a mentee and mentor and firmly believe both experiences have contributed enormously to my ability to push myself personally and build professional relationships that go beyond the usual boss/employee or seller/customer dynamic. While my experiences unconventional – in that they weren’t focused on a single trade – they were none the less influential. When I was a mentee I had a person to go to with my questions (regardless of their triviality) as well as someone whose own experiences were able to guide mine. Once I moved into the role of mentor I recalled the advice and mannerisms my mentor had shared with me. I worked hard to listen before commenting and to openly consider feedback. The exchanges I had with my mentee were genuinely educational for us both and we remain each other’s champion even as our relationship has become much more collegial.

Many progressive companies have instituted internal mentoring systems or engaged a company like Bizucate to coach and support their employees. However, it is well worth the effort to seek out a mentor relationship. Whether you are just entering into a new industry and need help translating the nuances or if you’ve been at it for a while and want to pass along your lessons and experiences while learning more about what’s fresh here are a few tips on starting down the mentor path:

Where to find a mentor/mentee

I usually suggest looking outside of your immediate work environment. It removes some of the inevitable influences of office politics and allows questions and comments to flow freely without having to worry about looking uninformed or stepping on someone’s toes.

• Check with your alma mater’s alumni office.

• If you’re a member of an association or professional networking group look around your next meeting.

• Colleagues in other offices may have some referrals.

What to look for

There are benefits to finding someone with whom you share a similar viewpoint or background; it may be easier to find yourself at ease with them or directly relate to their experiences. However, you can learn a lot and really expand your professional perspective by seeking out a relationship with someone who may hold different ideals, position or even gender.

• Find someone whose work and reputation you respect.

• Make sure it is someone who communicates openly and clearly.

• Ideally it should be someone who has time to commit at least a year to the mentorship.

How to ask

Keep it simple, keep it courteous. Begin by acknowledging the commitment of time and involvement you’re asking of them and then outline what you hope to gain from and contribute to the mentor experience. Be prepared to present the pros and cons but in most situations I think you’ll find the conversation is an easy one.

How to maintain the relationship

This should be determined according to the availability and need of both people involved. Try to figure out a schedule of regular check-ins to keep you both connected. Other than that let the relationship organically develop; ask questions, seek guidance, share experiences, teach, discuss. The potential is limitless as long and the channels of communication remain open.

So, go forth and find your mentor/mentee. It is one of the best investments you can make in your professional development.

Tuesday
09Feb2010

A Lesson In Customer Service

I received an email this week calling my attention to musician Dave Carroll’s fight with United Airlines. It seems, while on a flight from Canada to the US Carroll watched, helplessly, as baggage carriers tossed around his precious guitar before loading it into the plane. When he got to his destination and retrieved his guitar from the baggage claim he wasn’t terribly surprised to find that the neck of the $3,500 Taylor had been broken. When he attempted to seek compensation from United through their customer service channels he was continually passed from person to person, each claiming they had no power before passing him along to the next person. Finally he reached someone willing to give him a concrete response: No. United Airlines would not compensate him for his damaged guitar. 

So, Carroll took things into his own hands and did what he does best; wrote a song, made a video and posted in on YouTube.

 

United Breaks Guitars quickly became an internet hit. As of today it has been viewed 7,682,624 times, spawned two more videos and been made available on iTunes. Carroll also made a slew of appearances on news programs as the video made the social networking rounds. After four days of a rapidly growing negative PR storm United’s stock dropped 10% costing investors (in an already weakened industry) $180 billion. United could no longer ignore the claims of this angry customer and, after Carroll refused any money – he felt it was too little too late – they made a $3,000 donation to Thelonious Monk Institute of Jazz. What is the moral of this story? Social networking has made consistent high quality customer service essential to controlling your brand image.

YouTube, Yelp!, Four Square, Facebook, Twitter they have all given customers a forum to voice their praise and, all too often, complaints. The ripple effect of a singular bad experience is no longer limited to a person’s immediate social circle. Now, after notably bad table service you can hop on any number of sites/aps and voice your disdain therefore broadcasting your ills to, potentially, millions – as uneducated or unchecked as they may be – and immediately influencing that restaurant’s image.

This new customer service dynamic poses a number of challenges for businesses; how to get a bad review removed, how to politely respond to a negative tweet, what to do about an unwarranted attack. All of these questions now haunt small and large businesses alike. However, the answers aren’t as high tech and complex as you may believe. The answers can all be found in establishing and maintaining exemplary service from the very first moment of customer engagement. Spend the extra money to train your servers properly, take the time to revisit customer service values, enforce high standards of worker responsibility and review and promote easy to use customer friendly channels of communication. If United had spent the time to consistently train and review the work of their baggage handlers, stewardesses, and CSRs they would have avoided the drastic market response and costly image saving campaign. If you invest in high quality service, anticipate problems and determine solution methods you not only prepare yourself properly for when they occur but, most likely, you will find you don’t have many problems to fix. 

Tuesday
02Feb2010

The Loyalty Investment

This past year many of our clients faced cut backs that frequently resulted in either reduced or, in some cases, lost business for us. We, like so many other small businesses, are accustomed to quickly adapting our services and business development approach to our customer’s needs and the larger economic climate. Whenever a project was cut loose we would usually reassess the customer’s initial needs to see if we could propose a modified solution that fit in to their new budgets. If the interest was still there we often revised the project scope and deliverables – shortening the length of a course or restructuring ancillary materials to be more multifunctional- so that a slower economy didn’t also mean suspended business development for our clients.

Why, you may ask, did we not simply turn around and pursue our client’s competition? They would surely be interested in services and content which would help strengthen their market position. Well, the answer boils down to loyalty. We have always tried to work with companies and individuals whose ethics and goals are complimentary to our own. We like to dig in and really understand their business in order to determine how we might best serve them. This is much easier to do if the people are just as curious and hard working as we are. It is also a much more sound investment of time and effort to develop quality relationships with our clients if we know that by providing them effective and loyal service they will continue to bring their work to us.

When the economic climate shifted dramatically and our clients’ budgets drastically reduced it was not as though that professional investment also took a dive. In fact, if anything the spirit of alliance was only strengthened. These were people and businesses that needed our help to keep their eye on the long term; needed to improve their workflows, continue their training and adapt their business development/marketing plans. 

Yes, we could have probably made more money last year by abandoning this sense of loyalty. But, we chose as a company not to panic and begin taking business from anywhere. Instead we decided the greater potential for long-term profit was in continuing to invest our loyalty in long time customers.

This isn’t to say we didn’t pursue any new business. In the instances when a project could not be afforded and the lost revenue needed to be supplanted we took it as an opportunity to explore new verticals and expand our services. We found opportunities in new arenas, like marketing and higher ed, that were conducive to our existing services. We also mined Bizucate’s current employee skill sets and identified new services –social media consulting, for example -- which we could offer to our clients. Both of these exercises carried the unanticipated benefit of reinvigorating our company’s core passion for embracing chances to learn.

We know this level of flexibility is more often the luxury of small businesses –- especially those well versed in ways of bootstrapping -– and that, at the end of the day, practical needs (payroll, accounts payable etc) need to be met. However, the basic philosophy behind remaining loyal to your client base is one that can be exercised on a number of levels. Whether it is the decision to give a little of your time “off the clock” to provide advice or to serve as conduit for information or introductions that could help a struggling customer where you can’t companies large and small can benefit from the loyalty investment.

As we start a new year (with some cautiously optimistic forecasts) we have already seen a slight return on the loyalty investment from clients who have reinstated previously suspended projects and have expressed interest in the new services we added to our roster. By keeping our focus on the larger picture we will continue to grow our business ethically. 

Monday
30Mar2009

Marketing's Many Meanings. Beware Of The Why, But Help With The How

How do you define marketing? Go ahead, think about it? What is marketing and what does it mean to you? What does it mean to your customer and even more importantly…their customer?

Marketing has many definitions it all depends on who you ask. I found two I want to share with you. This one is from Diego Rodriguez is short, to the point, and gets the basics out there: “Identifying desirable experiences, then delivering them.” But this one from Harvard Business School’s Marketing Unit really made me think: “Marketers concern themselves with acquiring and retaining customers, who are the lifeblood of an organization. They attract customers by learning about potential needs, helping to develop products that customers want, creating awareness, and communicating benefits; they retain them by ensuring that they get good value, appropriate service, and a stream of future products. The marketing function not only communicates to the customer, but also communicates the needs of the customer to the company. In addition, it arranges and monitors the distribution of products and/or services from company to customer.” There’s a lot in this definition. How much of it do you do now for you business? Are you aware of how your customers are doing this for their business? Can you help your customers get new customers or keep the ones they have? How unique is your help?

Marketing isn’t like it used to be. In the old days money, at times BIG money, was spent to buy TV ads, radio ads and lots of print in magazines, bill boards, letters, flyers and so much more. Rarely did it get measured for effectiveness but that’s just how it was done.

Today the BIG money isn’t being spent like it used to be and marketing isn’t being done the way it used to be. Today the critical dollars that do get spent on marketing need more than an average to measure the investment. Real time information that proves the time and money spent was worth the effort is where success is being defined. It’s possible to do it with today’s technologies (direct marketing, variable information, PURLs and more), but it’s hard to get people to try it because it means they have to change. Change’s big roadblock is rarely not knowing “how”…it’s the fear to try something that’s unknown.

The usual marketing methods are still in play: Advertising, Direct Marketing, Guerilla Marketing, Positioning, Public Relations, Relationship Marketing and even Viral Marketing are still going on. But there are new ways to get the job done. It’s worth the investigation into seeing how your customer currently markets to their customers and see if you can’t research ways they could do it differently while enabled by the products and services you represent. You will surely set yourself apart from most of your competition that still believes as long as it’s faster, cheaper and quality capable then they should get the business.

Understand the different “whys” your customer may want to change then show them “how” to get it done. Products and services are tactical ways to get something done…but understanding the strategy of where someone is and where they want to go can bring you to a whole new level of a relationship with your customers and potential customers and get them to see the value in a relationship with you and your company. In and of it self, that is a different way to market you and your services. Take some time to answer the questions here and share them with your customers. The experiences in answering the questions is oftentimes more valuable than the answers.

Keep the learning going...pass it on!

~Peter