Interview with Daniel McVicker - 4 Factors in Taking Action
Monday, June 22nd, 2009The Btb Interview
Daniel McVicker is director of client services for StrathMadigan , which is a professional services and business consulting firm. Their focus is on developing long lasting and mutually beneficial partnerships with clients by providing straightforward and Consultative advice. The firm is tasked with delivering genuine added value with a measurable return on investment through the provision of highly experienced and industry specific professional business consultants. StrathMadigan provide 2 distinct services across all disciplines. They can provide an entire Outsourced function for a division of your business or provide Project Staff and Interim Managers to address specific critical issues.
Me: Cost is the big issue now, is price cutting a good way to hold on to existing customers?
Daniel: Don’t lower your prices. Tempting though it is under the premise that it may increase sales, I believe that although in the short term it may generate revenue - it could have a potentially serious damaging effect on the longevity of your business.
If you cut prices now, when the upturn comes as surely it will, how will you then justify increasing your prices.
Me: So how then can you deal effectively with customers who want cheaper prices?
Daniel: Address pricing issues with guarantees. By giving a guarantee to your customers it says that you are confident in your product or service and it is also ethical. Be prepared to give generous guarantees, customers will see through guarantees which are weighted in your favour.
Me: Salespeople and business owners tell me that motivation is very difficult, as someone who is continuing to successfully grow business - what would you say to these people?
Daniel: Knowledge and ability mean nothing without action. With the credit crunch and the recession biting hard, sales people and business owners alike are becoming increasingly despondent and shying away from picking up the phone to customers for fear of hearing another no.
Now is the time to pick up the phone and stay close to your customers. The companies which are weathering the storm best at present have one thing in common, they are taking Action!
They are increasing their marketing, increasing their customer contact, whilst all the time stealing and increasing market share!
Me: So how do you know what actions you should take and when you should take them?
Daniel: There are 4 important factors in taking action:
(i) “All Encompassing Action”: taking action in all the areas of your business which require it. It is easy to fall into the trap of taking successive steps action, ie: I’ll do a leaflet drop this month; I’ll update the Website next month etc.
(ii) “Habit” Once you begin to take action makes it a continual habit, not sporadic. Successful people generally have similar habits but beyond that they have a structured plan and one that they follow religiously.
(iii)“Focus and Measurement” On taking action, make sure it is the right action, it is easy to become a busy fool taking the easy options or doing the tasks we enjoy. For every Action we take it should be measured to ensure that it is an effective use of our time.
(iv)Be positive about taking action. Taking action and making change can be difficult; it takes us out of our comfort zones. A positive attitude and a realisation that your business will benefit as a result will increase the likelihood of your actions having the desired outcome.
Me: Are we perhaps paying too much attention to the problems and not enough attention to the solutions?
Daniel: Stop talking about the credit crunch. Talking about the economy won’t change it, taking action, speaking to customers and selling will.
Over at TSE
Tuesday, June 23rd 2009 at 6PM GMT (1:00PM EASTERN)
Join Danita Bye, Jonathan London, Steve Martinez, Craig Klein and Jonathan Farrington for our latest TSE Roundtable:“The Power Of Sales Process”
Take the tour above.
