Sales & Marketing Management - October 2007 - (Page 10)

the Pitch MARKETING A Social Intelligence Primer Learn to see from the customer’s perspective S eeing from a customer’s point of view requires a mindset that actively seeks to understand customer needs, rather than push one’s own agenda. By using social intelligence tools and techniques, marketers can attune themselves to the desires and motivations of their two primary audiences—the sales team and the end consumers. Social Intelligence Techniques The optimal conditions for use of social intelligence are face-to-face meetings. So, as much as is possible and productive, communicate verbally and in person, rather than by e-mail. When attending a meeting, preparation is vital. Whether the audience is the sales force or customers, ensure you’re up-to-date on industry issues that affect them. While it is important to prepare, do not What is Social Intelligence? come equipped with your own agenda. Seek Nancy Sells is senior Social intelligence can broadly be defined as to understand first; ask questions. Be open vice president of sales the intelligence that lies behind interactions to learning rather than instructing. Listen strategy and implementaand behaviors. Social intelligence factors carefully, and paraphrase back. Showing tion for PR Newswire. include attunement, empathy, self-presentaempathy builds a stronger position to protion, influence and concern. pose solutions that are accepted because those solutions are in Social intelligence can be used across all disciplines to oil line with the other person’s needs. the wheels of communication and understanding. Within a To use social intelligence tools to maximum effect, take a step company, maintaining frequent interaction between marketers, back. The feedback you’re receiving is driven by a motivation or salespeople and customers is vital to ongoing business sucdesire. What is it? Watch for body language cues and notice changes cess. Companies stumble when this link becomes frayed: Prodin tone of voice. When speaking over the phone, listen carefully for ucts are launched that are not suitable or desired; feedback vocal inflections that indicate underlying thoughts or feelings. from customers doesn’t reach the marketing or product The beauty of social intelligence is that not only does communidepartments. cation become easier, each party’s experience of the interaction is For a business looking to initiate productive, relevant and creimproved. Seeking to understand the other fosters a spirit of coopative outcomes, social intelligence can operate as a framework eration and positivity, which can lead to greater creativity and the for successful communication between these groups. opening up of new paradigms. —Nancy Sells CAMPAIGN LA-Z-BOY TARGET: A brand-new generation AGENCY: RPA, Santa Monica offerings.RPA’s task,in a nutshell,was to bring the brand into the 21st Century without disavowing its legacy. MEDIA: Starting in September, national TV spots began running on ABC and more than 20 cable networks (including A&E, Bravo, ESPN and USA).Also debuting in September were interactive online ads, with print ads slated to premiere in national magazines in November. The humorous ads position La-Z-Boy’s sofas, sectionals and stationary furniture as safe havens in an increasingly hectic world.The “comfort-seekers,” as Kirk refers to the targeted audience, are down-to-earth,enjoy life and reject pretension—and that extends to their furniture purchases.“Our perception today is that life runs pretty fast,” Kirk says.“The comfort-seekers like humor.No one sees La-Z-Boy as a serious, serious brand.” —Jeremy Cohen www.salesandmarketingmanagement.com CLOSE-UP Several months ago, La-Z-Boy launched a new broadcast, print and online campaign touting a brand-new message:“Comfort. It’s what we do.” MESSAGE: Few brands have as revered a place in America’s consciousness as La-ZBoy—and according to Tom Kirk,executive vice president and management account director at RPA, that was the problem. “They’ve been in business for 80 years,” he says.“Almost everyone’s father or grandfather had [a La-Z-Boy reclining chair]. The legacy was a blessing and the stumbling block.” Younger consumers viewed La-Z-Boy’s flagship product as unstylish and anachronistic—and worse, didn’t associate the name with the wider La-Z-Boy furniture 10 SALES&MARKETING MANAGEMENT OCTOBER 2007 istock photo http://www.salesandmarketingmanagement.com

Table of Contents Feed for the Digital Edition of Sales & Marketing Management - October 2007

Sales & Marketing Management - October 2007 Contents Editor’s Letter Management Strategies Why Prospecting Gets No Respect Sales Strategy: Spotlight your Services Marketing: A Social Intelligence Primer Management: Steer your Team to Success Motivation/Incentives: The No-Pain Way to Gain Training: Looking for Yesterday’s Learning or Tomorrow’s? Technology: Get Trade Show Satisfaction with the Video Massage Focusing on SMB Solutions The Best Sales Force The Hottest Job Industries Overseas Aggravation Gadgets & Gear: Pen and Ink as an Art Form Books that Improve Strategic Thinking, People Skills and Sales One Foot Out the Door Work/Life: Calling in the Fitness Cavalry. Take-Aways: Bite-size Strategies to Help You Sell More, Market Smarter and Manage Better

Sales & Marketing Management - October 2007

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