On Thursday, October 5th, at 10:30 AM, a press conference was held outside of Glens Falls City Hall to announce Northern Power and Light’s partnership with Boralex to offer a Community Hydro Subscription Program. This program brings locally sourced hydro power to the local community! The City of Glens Falls is the anchor customer for this project, and is working with Northern Power and Light and Boralex to make community members and local businesses aware of the opportunity to participate in this program.
Mayor Collins
Jeff Flagg – the Economic Development Director for the City of Glens Falls – was on hand for the press conference: “We are here today to celebrate and advocate for the opening of the Northern Power and Light, Boralex, Community Hydro Subscription Program that the city is engaged in, and we are hoping that other member of the community and the region will engage in as well,” he said as part of his opening remarks.
“This Community Hydro Project, which the City has signed on as an anchor tenant, is unique in that we are sourcing local hydro power credits from a facility here in the county that produces local jobs using local resources… This is a great opportunity for residents, businesses and municipalities around the state to access clean power,” Flagg said.
Mayor Collins was on hand for the event as well: “We continue to make small, significant steps towards clean energy. This is an opportunity for a public private partnership between Boralex and Northern Power and Light. We need more partnerships like this to drive clean energy initiatives forward. We are so happy that Glens Falls is part of this… We are moving forward,” the mayor said.
Northern Power and Light co-founder Ethan Smith said a few words as well: “This is a really exciting day… It’s wonderful to be working with Boralex again on another community hydro project, especially right here in their home town… This collaboration with the City of Glens Falls is equally exciting, and marks a new milestone. It enables individuals and communities to benefit from the resources in their own backyard,” Smith said.
Northern Power and Light, through a state-run program called Community Distributed Generation, helps small-scale renewable power producers connect directly with energy users in a way that is economically beneficial for the energy producers and the energy consumers… It’s a way to choose clean power, keep your dollars local, and not raise costs.
The City of Glens Falls is an anchor customer, and is the biggest subscriber to the program… Moving forward, the Community Hydro Projects needs individuals and businesses to sign up for the program. The City of Glens Falls, Northern Power and Light, and Boralex are working together to campaign for individuals and businesses to sign up for locally sourced hydro power.
For more information about the program and how to participate, please visit npandl.com
Business vs.busyness… oneletter makes aworld of difference.
As a founder, owner, or leader of a company, do you want to be fully engaged in building a successful business? The alternative – to be encumbered by success-defeating busyness. If you look back over the past weeks or months, and can honestly say that you have been busy but aren’t seeing positive results in your business, it’s time to take stock of where you’re applying your efforts. Are you working on growing your business, or are you stuck on the hamster wheel of daily operations?
Let’s consider your business in light of the six key components of the Entrepreneurial Operating System® (EOS®): vision, people, data, issues, process, and traction. As an EOS® Implementer, I help leadership teams strengthen each component and build a stronger company from the inside out.
So, clear your desk, silence your phone, and let’s have a chat about something we both care deeply about: your business.
First on the table is vision. I would love for you to be crystal clear on what success looks like and for your employees to have that same clarity. So, let me ask you:
Do you have a well-defined vision of what you want to achieve, and can you articulate it concisely and powerfully?
Have the people who work for you grabbed hold of that vision with both hands, and are they working toward it collectively?
Speaking of people, I would love for you to be leading a team where everyone is excited to contribute, looks forward to coming in each morning, and is the best person you can imagine for their job. If a person comes to mind who doesn’t fit that picture, remember that neither of you is happy with the current situation. So:
How much is this person costing you in terms of lost productivity, lowered morale, aggravation, and the like?
If you truly want the best for this person, how long are you going to let them suffer before either moving them to an appropriate seat in your own company, or releasing them to pursue success at another company?
We move next to data. Here, I would love for you to know exactly which actions drive success in your business, and know that you’re doing those actions so you get the results you are after. With that in mind:
Can you identify the top actions that drive cashflow, profitability, customer acquisition, etc. in your business? (Most of us track results!)
Does everyone know who is responsible for each of those actions, and how much they need to do every week to drive the results you want?
You might be seeing some of your business issues more clearly at this point, and there are probably more to uncover (don’t feel bad – it’s true for every company). I would love for you to have such an open and honest culture that you’re able to identify every challenge and obstacle. This leads me to ask:
Have you been applying a bandage to an issue to avoid finding a long-term solution?
How many times do you want to wrestle with an issue before you get to its root and solve it for good?
Let’s move on to process. I would love for you to capture the best way to do things in your business. After all, this is your intellectual property – own it by documenting it in such a way that others can be trained to do things right! Plus, defining a process makes it easy to update later on. That being said:
What are the Core Processes in your company? What’s the right way to do things?
Where do those processes go off the rails, and why? Is the gap in your process, or in performance?
Finally, we have traction. I would love for you to get the most important things done day to day and month to month so that you systematically build your company. As one of my clients said: “I want my job to be about forest management, not forest fires!” To that end, consider:
Have you identified a handful of priorities to focus on completing this quarter? (We understand that when everything is important… nothing is important!)
Do you have a pulse; nay, a cadence that everyone follows to ensure that the most important things get done?
Strengthening these Six Key Components in your business will do much more than just expand your customer base or increase your revenue – it will help you build your business from the inside out, so that you become a better, healthier, more impactful company. That’s real business growth!
Many small business owners consistently seek innovative solutions to grow their business. In today’s fast-paced and ever-changing business landscape, efficiency and effectiveness are keys to staying ahead. To that end, ChatGPT can be the ultimate small business ally! It can transform strategic planning, automate processes, and provide data-driven insights for informed decision-making. From market research to competitor analysis, ChatGPT can help you craft strategies that align with market demands and capitalize on emerging opportunities. Moreover, it can help you and your team be more creative by generating fresh ideas for products, content, and customer experiences. Using ChatGPT, you can reach new levels of potential, optimize customer engagement, and navigate growth with more confidence. Whether you’re a new entrepreneur or a seasoned business owner, ChatGPT is a game-changer for those who can get beyond beginner mode.
In this article, we’ll explore some specific use cases of ChatGPT for strategic planning, sales and marketing, and how it can revolutionize your small business.
MARKET RESEARCH AND ANALYSIS
Strategic planning begins with a deep understanding of your market, industry trends, and customer needs. ChatGPT can be your research partner, sifting through vast amounts of data to provide you with real-time insights. It can analyze market trends, competitor strategies, and customer feedback to help you identify opportunities and potential threats. With this knowledge, you can make data-driven decisions and tailor your business strategies to align with market demands.
BUSINESS GOAL SETTING
ChatGPT can be your strategic thinking partner when it comes to setting clear and achievable business goals. By understanding your vision and objectives, ChatGPT can provide valuable input in crafting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals. It can also help you prioritize goals based on their potential impact and feasibility, ensuring that you focus your resources on initiatives that contribute most significantly to your long-term success.
INNOVATION AND CREATIVITY
Strategic planning should not stifle innovation; instead, it should encourage creative thinking. ChatGPT can act as your brainstorming partner, generating fresh ideas and innovative solutions to challenges your business faces. Whether it’s exploring new product concepts, marketing strategies, or process improvements, ChatGPT’s creative insights can inspire breakthroughs for your business.
CONTENT AND MARKETING IDEAS
Creative and engaging content is essential for capturing your audience’s attention and building brand loyalty. ChatGPT can be your content ideation partner, generating ideas for blog posts, social media updates, videos, and more. By understanding your brand voice and target audience, ChatGPT can propose content concepts that align with your marketing objectives and leave a lasting impact on your customers.
BRANDING AND POSITIONING
Establishing a strong brand identity and positioning is crucial for standing out in a competitive market. ChatGPT can assist in brainstorming ideas for branding elements, such as logos, taglines, and brand stories. Moreover, it can help you explore different positioning strategies to carve a unique space for your business in the hearts and minds of your target customers.
SALES SCRIPT OPTIMIZATION
Sales scripting can play a vital role in guiding your sales team’s conversations with customers. ChatGPT can analyze your target market and value proposition. Then identify the most effective language and approaches that resonate with customers. By optimizing your sales scripts based on these insights, you can equip your sales team with persuasive messaging that leads to higher conversion rates.
SUBJECT LINE OPTIMIZATION
The subject line is the first impression your email makes on recipients. Crafting compelling subject lines is crucial for increasing open rates. ChatGPT can help you brainstorm attention-grabbing subject lines by analyzing successful email subject lines from your past campaigns and other industry leaders. This data-driven approach ensures that your subject lines are optimized to entice recipients to open your emails.
AUTOMATED EMAIL SEQUENCES
Running email campaigns can be a time-consuming task, particularly for B2B small business owners juggling various responsibilities. ChatGPT can streamline your email marketing efforts with automated email sequences tailored to your prospects. From personalized welcome emails to follow-ups after meetings or consultations, ChatGPT helps you write relevant messages to nurture leads and engage prospects throughout their journey. Additionally, ChatGPT’s insights can help you craft targeted messages for abandoned inquiries or contract renewals, ensuring your B2B relationships are nurtured and maintained. With ChatGPT as your virtual assistant, you can focus on building strong connections with potential clients, boosting conversions, and ultimately driving growth.
ChatGPT is the game-changer that can help any small business unlock growth and success. From strategic planning to sales and marketing, ChatGPT’s capabilities can revolutionize the way you can navigate the dynamic landscape. As long as you know at least the basics of how to use it.
Take advantage of what ChatGPT can help you with. And remember that you don’t have to go it alone. Partnering with SIX Marketing’s new ChatGPT consulting service will help you maximize the benefits of this cutting-edge technology for your business. Our team of power users will guide you in implementing ChatGPT effectively, ensuring you meet your business’ greatest needs.
Act now, whether it’s with us or not. And seize the competitive edge ChatGPT can provide!
The Adirondack Regional Chamber of Commerce (ARCC) is pleased to announce that the 35th Annual J. Walter Juckett Community Service Award will be presented to Robert Nemer co-owner of the Nemer Motor Group, and regular contributor to many local community organizations.
Mr. Nemer will be presented with the award at the ARCC Annual Dinner on the evening of March 8, 2024 at The Sagamore Resort.
“All you need is a couple of minutes with Robert Nemer to learn that he is passionate about helping others. His work spans through decades of helping our youth get the supplies and resources they need to succeed in school, all the way to helping fund the much-needed equipment that our hospitals need to serve their patients,” said ARCC President & CEO Tricia Rogers. “When called upon, he answers the call. His contributions to our region will be felt for years to come.”
Nemer moved to Upstate New York in 1970, after teaching elementary school in Philadelphia, to help run his father’s Volkswagen dealership in Albany. Along with his brother Peter, they established and grew the Nemer Motor group which now includes four dealership locations.
Nemer is a founding member of the Adirondack Civic Center Coalition, Inc. that was responsible for the acquisition of the Glens Falls Civic Center/Cool Insuring Arena from the City of Glens Falls. He also started the Kids with Packs Program, in partnership with The Post Star and the Tri-County United Way, to provide school supplies to children in need in 14 schools in Warren, Washington, Saratoga, and other counties. Nemer also serves as a board member for Hudson Headwaters Health Network, and the SUNY Adirondack Foundation.
Mr. Nemer is a major and regular contributor and sponsor for many community organizations and their events. Through the Nemer Motor Group, he has made considerable contributions to Glens Falls Hospital, Saratoga Hospital, St. Peter’s Hospital, and Hudson Headwaters Health Network. Nemer and his wife Franny (Francine) have also personally donated time and funding to these health centers. The two have also contributed to the youth education efforts of The Hyde Collection.
Nemer is a very active member of the Lake George Association (LGA) and a founding member of LG30, a select group of donors committed to the LGA mission of protecting and safeguarding Lake George. He also serves on the LGA’s Council of Business Advisors and invests in the LGA’s Science-to- SolutionsTM programs.
“It is with great pleasure that we honor Mr. Nemer with the J. Walter Juckett Community Service Award this year, celebrating his outstanding contributions to making our community a better place,” said ARCC Board Chair Marc Yrsha, EVP, Chief Banking Officer, Glens Falls National Bank and Trust Company. “Mr. Nemer is an exceptional community leader who has been working for decades to ignite positive change and inspire compassion in us all.”
The J. Walter Juckett Award, named in honor of the longtime chairman of the Sandy Hill Corporation, was created 35 years ago to recognize and honor a deserving member of the community who has selflessly gone above and beyond by contributing time and energy to help others. To see a list of past honorees, please visit the Chamber’s website: www.adirondackchamber.org/j.-walter-juckett-community-service-award.
ABOUT J. WALTER JUCKETT
J. Walter Juckett had a remarkable business career and was a major community leader in his adopted home, the Village of Hudson Falls, and the entire region. His leadership and commitment spanned a wide range of civic, charitable, religious, political, business and educational activities. He was recognized with honors for his work and contributions to the Boy Scouts of America, New York Business Development Corporation, Salvation Army, Norwich University, Presbyterian Church, Hudson Falls Central School and many other organizations. He was a tireless supporter of the arts, having served as a director of the Lake George Opera and a major force in The Hyde Collection Capital Campaign.
ABOUT THE ARCC
Founded in 1914, the Adirondack Regional Chamber of Commerce (ARCC) is a 100% membership funded organization representing businesses in New York State’s Washington, Warren, Essex and Northern Saratoga Counties. The ARCC is a 501c6 not-for-profit corporation, governed by volunteer Board of Directors, and does not receive any funding from local, county or state governments. Our mission is to serve our members and business community through our advocacy efforts, education opportunities and the power of connection and collaboration.
Sky Zone of Clifton Park and Queensbury, a local franchise owned by Rusty Monahan, has taken a new approach to fundraising: “Fun-Raisers.” We had the opportunity to speak with the Vice President of Operations for both locations, Matthew Boyce, about what these Fun-Raisers are all about.
SPIRIT NIGHTS
“The main type of fundraisers we host are called ‘Spirit Nights.’ During these events, any organization or school can gather at either location and we will give them a discounted rate to jump for the night,” said Boyce. He continued, “Normally it is around $30 per person to jump for two hours. But on Spirit Nights, it’s only $20 per person and they can jump for four hours. Then, after all the tickets are sold, we also take five dollars from each ticket sold and donate it back to the hosting organization.”
A STREAMLINED PROCESS
For those interested, it is important to note that when it comes to these events, much of the organizational and marketing-based work is already done for you. Boyce explained to us how all of the pre-event logistics are taken care of by the team at Sky Zone, and how they will even take care of the marketing. From flyers to digital posts, you name it and Sky Zone has it covered. The only pre-event work the organization has to do is spread the word and sell the tickets.
Then, when the night of the event comes around, the organization is offered the opportunity to do some in-person campaigning as well. “We’ve seen everything from bake sales to prize raffles to 50/50 tickets,” said Boyce. He continued on to state
how the Sky Zone team usually gets in on the fun by “holding contests and other elements during the event to help ensure the success of the night.” Can’t make it the night of the event? No worries. Sky Zone has that covered too. Boyce reported how they allow “organizations to sell special passes. For example, they can sell a two hour jump pass for only $20 to anyone who can not make it the day of the event to use at a later date.”
THE WHY
When asked how these Fun-Raisers started coming about, Boyce replied, “We care about our community and we want to give back in any capacity we can. We find that these events are truly a great way to give back to local charities and schools.” He continued about the program’s benefits. “Five dollars from each of those tickets goes back,” he explained, “towards the overall donations that the hosting organization receives.”
Since opening in 2017 in Queensbury and expanding to Clifton Park in 2019, the two Sky Zones have held more than 120 of these kinds of fundraising events.
“We make it really easy for everyone who does these,” explained Boyce. “We’ve tried our best to make sure it’s all streamlined and efficient and we’ve got a lot of great feedback from organizations because of that.”
PLAN YOUR “FUN-RAISER” TODAY!
To start planning a Fun-Raiser of your own, please contact Kamani Smith (518-836-5867) at the Queensbury office and Noah Brumagen (518-400-0012) at the Clifton Park office.
Comfort Food Community (CFC) is a non-profit organization which was formed in 2014, but whose roots date back to 1986 when it began operation as an Emergency Relief Committee. As a Regional Food Bank Certified Organization, the mission of the food center is to leverage the community’s physical and social resources to eliminate food insecurity. CFC operates food pantries in both Greenwich and Cossayuna, New York. The Greenwich Food Pantry is located at 2530 Route 40 in Greenwich, NY, and is open weekly on Mondays from 4pm to 7pm and Wednesdays from 9am to 11am & 4pm to 7pm. The Cossayuna Food Pantry, at 21 Bunker Hill Road in Cossayuna, NY, is open on Tuesdays from 3:30pm to 5:30 pm.
CFC provides food access in a variety of ways. In 2022, CFC distributed over half a million pounds of food. In addition to the food pantries, they have a supplemental student nutrition program. This provides additional meals on weekends and breaks for students who rely on free or reduced-cost breakfast and lunch during the school week. In 2022, CFC began the Farm-2-School program which facilitates the purchase of New York State food by local school districts. In its first year, the program delivered more than 90,000 pounds of food to participating schools.
CFC has created a program to bring fresh food to people through the Farm-2-Library program, which began in 2017. CFC works with 11 libraries to provide open access to fresh produce. This program is an example of how they work to break down individual and systemic barriers to fresh, local food access.
Crandall Library, in Glens Falls, NY has participated in the Farm-2-Library program since June of 2022. This program is made possible through a partnership with the Southern Adirondack Library System, Comfort Food Community, and Glens Falls Hospital. The Health Promotion Center of Glens Falls Hospital provided grant funding to purchase the refrigerator, produce bins and recyclable bags.
Every Thursday, Crandall Library receives a delivery of fresh produce, which is available to anyone on a first come, first served basis. Each delivery is unique. However, they tend to follow local growing patterns: fresh greens in late spring; tomatoes, peppers, and eggplant in high summer; and hearty greens in the fall. There are also carrots and potatoes throughout the winter. The refrigerator for this program is located in the ‘New & Popular’ section of the library on the first floor of the Glen Street entrance.
The food provided by the Farm-2-Library program is free of charge to the community. The program has goals to reduce food waste, address the issues of food access and insecurity, and reconnect individuals with the abundance of resources that libraries have to offer.
Guinevere Forshey is the Assistant Director at Crandall Library and she runs the library’s Farm-2-Library program. “This program is really for everybody. People who are looking to try something new, people with food insecurities, people who want to make healthy choices. We get a lot of really interesting things from the farms, and there are receipts that are provided to help people utilize the foods that they may not be familiar with,” said Forshey.
Libraries have evolved beyond just books to become places where people gain access to services. “The impetus behind the original grant was the thought that people in need, especially with food insecurity, need other services too. So they are coming to the library for other reasons, they need other support. So putting services in one location makes them more readily available for people to use, ” explained Forshey. She also witnesses first-hand the community being created. “It’s nice to see the connections that are being made. There is a core group of people that come and they are becoming friends. They talk about receipts. The program is creating community.”
Comfort Food Community has increased access to food beyond the traditional food pantry. Their work has provided food throughout Warren, Washington and Saratoga counties. They work with more than 40 local farms to provide food to 11 libraries, participate in two local farmers markets, and support programs related to food access, food recovery and food as health. CFC currently has 12 staff members, an active board of directors and a large group of volunteers. For more information about Comfort Food Community please visit ComfortFoodCommunity.org
For US Marine Corps veteran Kris March, inspiration for his brewery came during his final deployment in Afghanistan. During that tour, Kris decided to try his hand at brewing beer, so he started by reaching out to a friend to find out what supplies he would need. Kris found the materials, worked his way through each step of the brewing process, and then put the beer away for six weeks to complete the procedure. When it was ready to drink, he shared it with his fellow Marines to help relieve some of the stress of the mission. It also gave them a much needed laugh. “It was awful!” Kris recalled. “It tasted like yeasty champagne. I share this memory with five other guys, two of whom I know very well, my closest friends. Hardships create great stories and great memories.” That is where the idea for Slickfin Brewery was born: on the battlefield, amongst friends.
Slickfin Brewery, located at 147 Broadway in Fort Edward, is owned and operated by former US Marines Kris and Heather March. This husband and wife couple saw the potential in Fort Edward and have never looked back. Fort Edward is a small historical village along the Hudson River in Washington County, and it’s where Slickfin Brewing Co. has made its home.
When Kris and Heather first discovered Fort Edward, the downtown was filled with vacant and deserted commercial properties. Now, the area has a welcoming vibe, with a hustle and bustle of a thriving village that supports a variety of commerce. The couple saw the potential in downtown Fort Edward and have worked to help build a neighborhood and community around them. “We were scouting locations for the brewery and came to Fort Edward to look around. What we saw were a lot of empty storefronts along the Hudson River which is right there,” said Kris, pointing to their backyard beer garden. “We looked around and thought, ‘We could do something here.’”
Slickfin Brewery has full-sized windows that look out onto a sidewalk patio with tables that line Broadway. The beer garden in the back of the building provides a generous amount of space for patrons to relax and enjoy. Kris described the inside of the building when they first found it. “The whole interior area was divided into small spaces. It was all sectioned off and very dark,” Kris said. As Kris and Heather worked to create a more open concept, Kris also built the bar himself.
The unique name of the brewery comes from Heather and Kris’s shared military experience. The term slickfin refers to the fin on a bomb. Kris, during his time in the Marines, was an explosives ordnance disposal technician. His experience inspired the name, and the name inspired their logo.
Kris and Heather love working together and being part of a community. Heather grew up in Fort Ann, on Hadlock Pond. She graduated from Fort Ann High School in 1998 and attended Suny Adirondack prior to joining the Marines. Heather is happy to build their business and raise their family in the area where she grew up. “My family is here and my friends are here. That makes a big difference to us,” she said.
Kris and Heather met on the rifle range at Quantico and married a year later. Together, the couple run the brewery with Kris brewing the artisanal craft beers and Heather focusing on creating a welcoming environment and expanding their customer base.
Slickfin Brewery is perfectly situated to both witness and take part in the evolving resurgence of Fort Edward. Kris and Heather have watched new businesses move in around them and love being part of building a community.
“Our community wants to be a part of the change that is happening,” said Heather. “Everyone is looking and watching and wants these businesses to succeed.”
“Don’t get me wrong, it’s taken a while,” Kris added with a smile.
Kris and Heather experienced the support of the community first hand while navigating the pandemic. Having established their business in 2017, Slickfin Brewery opened in March of 2019. The pandemic created unforeseen challenges that warranted creative solutions. Slickfin provided curbside pick up for their customers, and expanded their patio to serve their customers safely. Having only recently opened, Heather and Kris found that the community was dedicated to helping their business. “Cars would line up along Broadway and we would run their order out to them after they had paid over the phone,” Heather recalled. “It was definitely a challenging time but we got through it.”
Slickfin is surrounded by businesses that help support each other. Heather gives credit to their neighbor, Underwood Park CrossFit, because their clientele often frequent the local businesses. The community has welcomed the Twisted Taco food truck and values long-standing businesses like The Anvil Inn, Ye Old Fort Diner, and Mamma’s Cafe.
Seeing what Heather and Kris have created begs the question, ‘What’s next?’ “We have plans. Our fifth year in business is coming up in March of next year, that’s the year we plan to go to market. I’m working on organizing my methods. Since we opened we have brewed over 200 types of beer, I would like to stick to between 50 and 75 of those. We have had a lot of fun. The small system that we use allows us to do a lot of things. It allows us to change our menu frequently,” Kris said. The Slickfin craft brew menu creates an opportunity for patrons to enjoy a 5 oz taster, the traditional 16 oz pint, or a 32 oz Crowler, which is essentially a growler in a can.
Slickfin Brewery does not serve food, but has created partnerships to encourage patrons to support neighboring eateries. Kris and Heather keep menus of neighboring restaurants on hand and allow customers to order food in. For example, patrons can order delivery from Stumpy’s Pizzeria, and the Twisted Taco food truck parks right outside on Tuesday nights.
Kris and Heather keep their customer base updated on what’s on tap through their website. Their tap menu is constantly offering new varieties, with names like Yacht Rock Blueberry Blonde Ale, Before I Had Status IPA, Street Fighterz Lager, and Night Shade Maple Porter. Their website also lists information about their offerings such as place of origin, bitterness level (IBU) and alcohol content (ABV).
The brewery maintains a full event calendar, from weekly favorites like trivia and karaoke nights to theme nights with live music, such as the recent “80’s Party” bash. Coming up next, the pair are planning a larger event for Oktoberfest.
Slickfin Brewery is open Tuesday through Sunday. The hours of operation are Tuesday through Thursday from 4pm to 9pm, Friday and Saturday from 2pm to 10pm, and Sunday from noon to 5pm.
What if I told you that the key to effective marketing wassimpler than you thought?
Marketing in today’s environment has a lot of objectives, including Brand Awareness, Lead Generation, Communications, and P.R., just to name a few. But they can all in some way boil down to this: helping you stand out in a crowd and get noticed by potential clients or customers.
This can be somewhat of a daunting task considering the vastness of the digital universe now and the amount of noise on the many marketing channels available to you and your marketing team. It is possibly even more difficult for the solopreneur or small business owner. These are people that are scaling their business while still trying to figure out how to effectively market that business at the same time.
Hopefully, I can simplify things just a little here by shining a light on your RAS — your Reticular Activator System.
I cannot remember where I first learned about the RAS, if it was a book I read, a workshop I went to, or just a friend telling me about. I know over the years I have continued to learn more about it and harness its power for our sales and marketing efforts. Located in the brainstem, the RAS has a few different roles in the human body. However, since hormone control and sleep regulation aren’t going to help you get noticed by customers, let’s focus on the functions that are most useful to us as marketers.
Every moment of every day, there are thousands of data inputs hitting all of your senses at the same time. It is impossible for us to be consciously aware of all of them as they happen, so our brains developed a way for us to unconsciously register all the data and then communicate to our conscious mind when one of them needs our attention. In walks your RAS.
The RAS acts as a filter that is cued in on data inputs when they reach one or all three of the following criteria:
1. It’s important to your survival.
That flash of a car out of the corner of your eye as it runs a red light, the audio on a commercial that catches your attention about a symptom of a disease, the movement in the bushes that you all of a sudden become aware of. Things that your brain thinks are important to your survival will trigger your RAS.
2. It has high emotional value.
Babies crying, babies laughing, humor, puppies and kittens. This is why those cat videos on TikTok have 65 million views. When your RAS registers something with high emotional value, it will direct your conscious attention to it.
3. Novelty
When your RAS encounters something it has never seen before, it immediately stops. It’s the Freeze, Flight, or Fight scenario. Since your brain has never encountered it, it freezes, and in many cases will enlist the conscious mind to help decide if this is a threat or not.
So how does this relate to marketing? The RAS is what stops a user mid-scroll to actually pause and read a post that comes up in their feed on Facebook, Instagram, Tik Tok, etc. Messaging, content, images, and videos should all be built around activating someone’s RAS. A good ad or post will incorporate one of the RAS criteria while a GREAT one will incorporate all three.
Need proof? Start paying attention to what it is that grabs your attention the next time you’re on your favorite social media channel, cruising Broadway on a Saturday, or even just walking through a store. Does it relate to any of the three criteria? You bet your RAS it does!
By the end of July this year, the US Stock markets – as measured by the S&P 500 and the Nasdaq Composite Index – were up over 20% and 35%, respectively. These are way above average returns, but are a welcome relief from 2022, when the same indices were down almost the exact same amounts as they are up this year. However, this doesn’t tell the whole story, because only a handful of stocks have dominated these broad indices.
If you removed just a few names from the average – like Apple, Microsoft, Alphabet, Amazon, and nVidia – the S&P 500 index would be up only a few percentage points. This is what is referred to as a narrow market – a few big names are disproportionately skewing the averages. There has been broader participation in the last couple of weeks. Specifically, the small and mid-cap categories have been participating in market gains alongside the mega-cap leaders of the year’s first half. This is a welcome and positive thing for the overall health and direction of the equity markets!
Some contributing factors to the positive deflation include decreasing inflation and strong job growth so far this year. In June of 2022, the US inflation rate peaked at 9.1%, which has driven the Federal Reserve to increase interest rates eleven times to get inflation closer to their target of 2%. In early August, inflation was in the 3.3% range— still higher than the Fed’s target, but much lower than last year’s high.
For stock investors, the big question remains: How much more will the Fed raise rates? Many observers now think the Fed may have only one more rate hike, and
some think the most recent hike was the final one. Either way, we are close to the end of the hiking cycle, which – for equity investors – is welcome news. If the Fed raises rates much more, the concern is that higher borrowing rates will increase business costs, leading to revenue reduction and ultimately job losses, which could lead the US into a recession.
Further, this can impact mortgage, credit card interest rates, and other loans, making consumer borrowing more expensive. These higher costs help cool off the economy, thus helping to reduce inflation. The Federal Reserve is hoping for what many call a “soft landing,” which is when inflation cools off and there is a moderate economic slowdown after a period of significant growth. It’s your classic “Goldilocks Event,” when the economy is not too hot or cool— it’s just right. Unfortunately, the Fed’s track record for getting things just right is less than stellar, which is another reason to worry.
The good news in a higher interest rate environment is that savings rates, like Certificates of Deposits and money market mutual funds, have significantly increased interest rate yields. That’s good news for savers looking to earn more interest on their short-term savings, and cash they set aside for near-term expenses.
Looking forward, a slight pullback in the US stock markets wouldn’t be a surprise. However, any pullback may be short-lived, and by Spring of next year, we predict stock prices climbing from where they currently are. We see technology continuing its upward momentum, along with industrial and precious metal stocks being areas of strength.
As with all investing, there are risks at every turn, and data changes daily. What’s good news for some is bad news for others. Managing your money is a lot like your health and your relationships— the more work you put into them, the better the outcomes. There aren’t many things in life that you can ignore and expect to work out in the end, and your money and financial plan are no different.
As the sales world adapts to an evolving global market, companies that follow industry trends and adopt innovations in data-driven technologies will retain their competitive edge.
In the competitive, fast-moving world of sales, keeping up with the latest industry trends is essential. Efficient sales teams know that their continued success relies on a growth mindset that permits them to adapt to the needs of an ever-changing market. By understanding the latest developments, innovations, and market trends, sales professionals can ensure their competitive edge and deliver the perfect products and services for buyers.
There are several benefits to understanding the trends impacting the sales profession. Significantly, it affects a sales team’s ability to forecast changes in the market. Predicting market changes and understanding global sales trends allows sales professionals to make informed business decisions and keep their companies competitive. Investing in market research to keep up with these trends can save companies money and time in the long run. Rather than wasting resources on costly mistakes, business leaders can focus on adapting to meet buyers’ needs. Their willingness to embrace trends will allow them to provide their clients with the hottest products and services on the market, giving buyers an exceptional purchasing experience.
At a recent workshop focused on the future of sales, over 125 sales experts and leaders met to identify the possible top distributors affecting sales. Once broken up into teams, these experts were asked to review 70 topical variable cards within the following categories: people, culture, technology, governance/geopolitics, economics, and the environment. At the end of the discussion, each team chose the top three issues they believed would have the highest impact on the future of sales. In the end, four categories were selected as the clear winners: culture, people, technology, and economics.
SECTION 1: CULTURE
While there are still unknowns about the future of sales, one thing is certain: Faster and more disruptive change is on the horizon. One of the most significant predictions for the market is that there will be more disruptive change vs. incremental change — something that future sales team training practices should reflect. Innovation, product evolution, and changing purchasing patterns will force faster, more extensive improvements. The buyers of tomorrow will want partners that recognize change and keep up with the latest direction. They need bold experts who are dedicated to evolution and adaptation.
There are several benefits to understanding the trends impacting the sales profession. Significantly, it affects a sales team’s ability to forecast changes in the market. Predicting market changes and understanding global sales trends allows sales professionals to make informed business decisions and keep their companies competitive. Investing in market research to keep up with these trends can save companies money and time in the long run. Rather than wasting resources on costly mistakes, business leaders can focus on adapting to meet buyers’ needs. Their willingness to embrace trends will allow them to provide their clients with the hottest products and services on the market, giving buyers an exceptional purchasing experience.
At a recent workshop focused on the future of sales, over 125 sales experts and leaders met to identify the possible top distributors affecting sales. Once broken up into teams, these experts were asked to review 70 topical variable cards within the following categories: people, culture, technology, governance/geopolitics, economics, and the environment. At the end of the discussion, each team chose the top three issues they believed would have the highest impact on the future of sales. In the end, four categories were selected as the clear winners: culture, people, technology, and economics.
As international trends become the dominant market force, global culture will have a marked influence on these changes. Consider, for example, the influencers and tastemakers of social media, whose position in pop culture enables them to shift beauty standards, behaviors, and lifestyle choices. In this way, culture will ultimately be a strong future sales driver. It will even affect the future of sales jobs as companies respond to these trends.
Disruptive change is usually caused by large-scale events, such as the COVID-19 pandemic. These events can seriously impact businesses by raising demand for new services, causing fluctuations in product prices, and increasing research costs. Companies that adapt to these massive changes efficiently and quickly will find a ready market and new buyers. By capitalizing on new trends, companies can increase profits, stay relevant to their demographics, and expand their offerings and sales locations. Conversely, businesses that resist change and do not adopt new innovations or sales techniques will see declining profits and lose out to more competitive companies.
Digitization, response times, and market research are three tools that companies can use to keep up with changing trends in the sales industry. Companies with a strong digital foundation can more efficiently respond to market shifts. Similarly, staying up to date with market research helps ensure that companies can make internal changes and swivel their product and service offerings as new challenges arise. Businesses that keep a finger on the pulse of the industry will maintain their competitive edge in a constantly evolving global economy.
SECTION 2: PEOPLE
Automation will overwhelmingly influence the future of sales jobs. According to Zippia, 46% of current jobs will be automated by 2030. These changes in the global job market will require many people to upgrade their skills, retrain, or even switch occupations. Still, as scary as that statistic might seem, the real-world application of automation in the workforce could take many different forms. Obviously, the cost of automation, the specific skill being automated, job availability, and location can influence how automation plays out in the near future.
While it’s possible that almost half of all jobs will be automated within the next 10 years, some industries will be more affected than others. Manufacturing, for example, will have higher rates of automation than administrative or creative roles. Nothing can replace the human element in sales pitching, but that doesn’t mean sales teams shouldn’t incorporate automation into their processes. For example, depending on where the buyer is in the purchasing process, automation could assign leads to team members based on skills, training, and experience. This would permit the delivery of the perfect sale to the ideal salesperson every time.
This new reliance on automation technologies will require businesses to reevaluate their hiring strategies, team distribution, and sales techniques. Companies may need to move employees to other departments, expanding or compressing teams to ensure that talent is used most effectively. To accomplish this, businesses must invest in employee training programs and personal development. Sales experts and professionals will also need to be flexible in the new world of work. This might mean changing perspectives about automation and cultivating an open mindset about change. Companies that resist new technologies will only harm their chances of success.
SECTION 3: TECHNOLOGY
Predictive analytics, artificial intelligence, and machine learning are driving the future of sales, leading to bigger challenges and even bigger potential profits. Advances in machine learning mean that artificial intelligence and predictive data are merging with better, more functional algorithms to change the experience of commerce. One of the most significant ways these technologies will impact sales is through personalization. With access to more advanced data on potential buyers, sales professionals can deliver better sales interactions.
Through the use of data mining and statistical analysis, machine learning has already reached new heights in understanding buyer behavior and producing predictive sales models. Machine learning algorithms can identify trends and patterns within massive datasets, allowing them to forecast potential results and offer practical strategies for sales teams. What’s more, they can operate anonymously and adapt their algorithms to incoming information. Essentially, these machine learning systems are able to evolve and improve almost instantaneously. Their applications in sales are limitless and will revolutionize the industry.
Additionally, artificial intelligence can track a team’s response to a lead by analyzing pitches, voice inflection, and word usage. This data can then be used to monitor and improve the sales team’s approach. With new developments in text processing, natural language processing, and computer vision, sales teams can employ personalized sales techniques at every stage of the buyer’s journey.
Part of the widespread changes brought on by data- first strategies will be in the workforce. Most jobs will become increasingly data-focused as companies leverage analytical technologies. Sales professionals with experience in data analysis will find a high demand for their skills in the job market because companies will recognize the need for sales experts who can interpret and utilize large datasets. Businesses will continue to invest in data-first technologies and prioritize sales teams that can utilize data-first strategies to stay competitive.
As predictive analytics, artificial intelligence, and machine learning become commonplace in the office, sales teams must be ready to incorporate them into their day-to-day operations. Companies should invest in these technologies and train their sales force to utilize them skillfully. By better understanding the buying behavior of their key demographic, businesses can tailor their sales techniques and more effectively pitch to the buyer.
SECTION 4: ECONOMICS
While no one can discount the skills of an experienced sales professional when it comes to closing a deal, it’s also true that selling on a “hunch” will no longer be enough. The future of sales is in predictive modeling, machine learning, and meeting customers where they are now.
Here are a few ways technology can disrupt sales when it comes to economics:
• Predictive analytics can help regional and global expansion, where ambitious companies aim to expand their client base and potential buyers. With predictive analytics, sales teams can make more effective decisions when interacting with clients or in a new market. By analyzing buyer behavior in a specific region, sales teams can better predict which products or services will be popular during a season or event.
• Data-first analysis can maximize the output of a sales team, saving precious time by handing sales professionals the information they need to complete a sale. This is doubly true for companies that engage in e-commerce, where automation can offer relevant service or product upgrades, recommend new products, and streamline the purchasing process.
• Another area where companies can see positive results from machine learning and data-first strategies is in reducing risk. For example, predictive models can work in tandem with credit scores to analyze a buyer’s purchasing capabilities and the possibility of default.
Still, predictive modeling has applications beyond the day-to-day quotas of sales teams. By using machine learning and data analysis, companies can create predictive forecasting models to prepare for possible economic recessions, market downturns, and even natural disasters. Through the use of pre-crisis and post-crisis data and buyer-behavior research, companies can predict product demand and sales results for a wide variety of categories. With access to such significant data, companies can create more accurate scenarios for revenue projections, leading to more accurate financial planning.
CONCLUSION
The future of sales will inevitably involve widespread disruptive change and evolving technologies. By understanding industry trends and adapting to new techniques and opportunities, companies will be able to meet future challenges. The oncoming artificial intelligence and machine learning revolution will permit sales professionals to overcome cultural changes and bring a better sales experience to buyers everywhere. Ultimately, companies that embrace the possibilities of automation and digitization will outcompete those that don’t.
Want to learn more about how data-first analysis and predictive modeling strategies can increase sales revenue and create more effective sales teams? Contact Velocity Sales today to take a free sales assessment.
