We’ve discussed the building blocks necessary for successfully implementing a marketing tactic. We started by discussing the importance of starting with a sound marketing strategy and using that strategy to help set our goals and expectations for our tactics. Next, we examined the specific tools, knowledge, and skills necessary to implement the tactic. That brings us to the execution block of our model.
The execution block of this model may seem like a contribution from Captain Obvious, but I think it is important to point out that we must DO the activities related to the tactic if we are going to succeed. It is easy to focus on all of the shiny tools and read the books and go to seminars, etc., but if we don’t actually do the day-to-day work, our tactic will not be successful. When we look at creating a referral system, this means we have to send our Perfect Introduction in Reverse Letters. We have to pick up the phone and make the follow-up call to see if it makes sense to have a face-to-face meeting. We have to show up to the meeting and have an honest (structured) conversation to determine if it makes sense for you to partner with this person. You must stay in touch, make referrals, send thank you notes, etc. We put tools and systems in place to make it easy for us to do these things efficiently, but they still need to be done.
Our own attitude plays a big part in the Execution block. The wrong attitude will hinder us from actually doing. If I have the attitude that strategic partner relationships don’t work because I always give referrals but I never receive them, then guess what, it’s going to be very easy for me to put off making calls or sending letters, or anything else that would help me get more referrals. This often leads to a downward spiral until I just give up trying. What I should be doing is looking at the different parts of this model to determine why I’m not getting results. Am I approaching the right people? Do I have the right tools for the job? Do I need to acquire some new skills?
Our attitudes are also largely affected by how we measure and judge our progress. I believe it is important to measure the things we have control over, our behaviors, rather than just the end results. For example, I can’t make people give me referrals, but I can do the behaviors that are likely to lead to getting referrals. If I am doing the behaviors but not getting the results, then I probably need to change my behaviors.
Planning is great. Systems are great. Education is great. The bottom line is that you actually have to execute if you want to see the results.
