Continuing my posts on Omar’s learnings and thoughts, today we do Sales and Marketing.
Focus on the second sale
If you aren’t going to get a second order from a potential customer, don’t bother getting the first. In order to grow the business you need to be able to build on a solid base of relationships rather than burning one and moving on to the next
Customers LOVE to hear you admit what you don’t do (it’s usually very refreshing)
Pretend you work for the customer and tell them exactly what they should expect from working with you. If you meet their expectations and don’t over promise, you’ll build significant trust and loyalty.
Russell adds. This is so true and a point echoed by Maarten Albarda Worldwide Director of Media & Comms Innovation for Coca-Cola at the recent Valencia Festival of Media. As I tweeted from the event: Coke annoyed by “yes we can” agencies ie be *honest* about what you really can do and what you can’t
This point goes against conventional wisdom in service industries where a “can do” mentality is generally emphasised. However, if “can do” leads to “broken promises” and “disappointed client”, employ “can do” at your peril.
Don’t underestimate the power of being nice
Too many companies think some technology solution or design principle is going to be the only thing needed to catapult them to success. At the end of the day, business is a transaction between people, and simply being a decent human being goes a long way.
Russell adds: This took me a very long time to learn in my career. I thought that a great product or service was enough to win the day. But generally, people do business with people they like. So work on how to project your inner niceness.
Don’t announce vapor
You’ll start to get known for it and the one time you actually have something to say nobody will listen.
Large amounts of small media > small amounts of large media
With the fragmentation of media you are much better off getting mentioned all over the place than in a few central locations. Keep an eye on what the blogosphere is saying about you and try to figure out what they should be saying.
Russell adds: AdMob has been built with very little paid-for marketing spend – actually a tiny, tiny amount. But our share of voice is very significant.
The next post will be on People and Team, something AdMob has been very good at, even though I say it myself.
Information is not that important
Too many people think that all the details of their business are state secrets. The fact of the matter is that having an idea is FAR easier than executing on it. So relax. Besides, if the only thing standing between you and failure is an errant conversation you’re probably not in a good place anyways.
Russell adds: AdMob has always been big on sharing lots of information (our Metrics report, as an example) and its generally stood us in good stead. Focus on getting stuff done, not worrying about