While consulting with a CEO of a company that performs management services for several Fortune 500 companies, the concern about their ability to provide their clients value-added came up in the Fusion Marketing Conversation. This CEO’s concern was, “I invoice one of my clients $100,000 per year for my management services, but I mostly only make myself available to my client to answer the occasional question or do an occasional workshop.
While this might seem like the “dream” client to most consultants, this CEO is serious about two things; one, providing value to his clients, and second, being sure his client company will “renew” their $100,000 contract annually.
The point at which this concern came up during the Fusion Marketing Safko Wheel process was immediately after we determined the optimal “TraDigital” tools for his company. We began discussing what his top 5 objectives where for his next year’s marketing plan and this concern became apparent.
I suggested to this CEO that we deviate from the standard Safko Wheel process and see if The Safko Wheel could accommodate and solve this type marketing dilemma.
I asked the CEO to start with a blank card, write the client’s name on that card and place it in the center of the wheel.
We then began looking at each of the tools around the Wheel asking ourselves the “Fusion” questions; how can I use this one tool to achieve this one objective. In other words and more specifically, how can I use “Video” to add-value to this clients.
We decided, what if, we created a short series of video, not the generic videos we had decided to create to promote his company, but very specific to the pain points or problems that client company had faced and ones that he had previously solved for the client company.
What if he created videos that reminded them of those problems and their solutions and further reminded that company not to make those same mistakes. What if he sent on video per week for say six weeks; a problem and solution video reminder. Would that add value?
What if we took the next tool in the Wheel; “Telephone” and deliberately schedule an email that went out to top management that was a thought provoking, single sentence that was followed up with 24 hours later with a telephone call from him for a no more than 5 minute Q&A regarding that thought. Would that add any perceived value?
What if he created a new Business Card that on the back contained three QR Codes (Quick Response Bar Codes), the first a link to a video that challenges their top management with a thought provoking 60 second video, the second code a link to his blog where he discusses that specific type of content, and the third code that automatically dialed his telephone number for if they wanted to have a 10 minutes conversation about that subject. Would that add any perceived value? And the answer to all of the questions above is “Of… Course… It… Will!!!”
This is the power of Fusion Marketing and The Safko Wheel.
Lon Safko
