What Works: Communicating? Pick a pony!

Business is kind of like a horse race. When you line them up at the starting line, the horses all look good. They are all fast, just some are faster than others. Some of them have better odds than the others. Nevada is a betting state, so I will ask you some betting questions.

Can you choose your horse after the race starts? Is it possible to switch horses mid-race if you get a gut feeling about another one? How about your jockey? Is there a pit where, like NASCAR, you can just switch out your jockey if he’s not the right fit? No? If we can’t expect to do this in a horse race, why do we continuously do it in business?

If you pick a horse (someone to communicate to) and a jockey (how you communicate with them) and you ride that in the same lane (your communication channels), you will finish the race. What you fine tune are your tactics. But your strategy needs to be researched and consistent to win.

When I am helping clients communicate, this is where they get hung up. They are afraid of leaving money on the table. So, they try to do too much for too many people. Their revenue, as a result, is inconsistent at best or non-existent at worst. If I am helping a non-profit get an initiative off the ground, I ask them this simple question. Who matters?

Here are the basics of who matters in an organization.

The Team – They are delivering your promise. So they matter. They matter a lot. If your team is challenged in some way (process, morale, they can’t communicate what you do) it’s like taking a horse meant for the Kentucky Derby to a polo field. Yeah you can ride it, but it’s not the best way to deliver your services. Your team is at the core of your ability to do what you do. The way they work is essential to the way your organization delivers.

The Funder – In a for-profit, your funder is your customer. This is one in the same. But for government and non-profit, your funder writes the rules of the race. They tell you what line items align with your service delivery. If your communication doesn’t align with what your funder has funded your for you could get audited, or worse, defunded. So funders matter.

The Partners – Who do you partner with to do what you do? Those partners could be the connections who connect you to your customers. Keeping your partners informed is essential to ongoing relationships. Do you remember that game The Sims? If you don’t keep in touch with the neighbors, what happens? You lose the relationship or suddenly the house is on fire. Have a plan to keep your partners informed.

The Receivers – Why did I put these last? Because if the three people who matter are not in alignment, then your target population, clients, constituents, customers, whatever you call them are going to be off kilter. It might be a little bit off center or you may be completely off target. If you are government or non-profit, your statistics will tell the story. If you are for-profit, check your year over year sales or your monthly trends. See something off? Like funders in government and non-profit, your customers write the rules of the race. Your money will flow where the market will go.

Now, if all three are in alignment and things still aren’t resonating with your customers (horses), maybe the jockey is off. Have you done customer research lately? Do you know what they want or are you assuming what they want? Are you drawing from anecdotal research (saw it in the paper, heard someone say something, got one-off advice) and running with that? Asking the right questions is so important if you are in this situation. If you need help, I happen to know a good consultant.

What challenges is your company facing? Post below or comment about it on my What Works Consultants Facebook page. I’ll be offering complementary guidance for the rest of the week on the topic. How’s your race going? The floor is yours, Carson City.

SAY HELLO AND LET’S GET INNOVATIVE TOGETHER

Listen On Your Radio or Streaming: Start your week off right by listening to “Drive Time” with Diane Dye Hansen on KNVC 95.1 from 6 am to 8 am on Monday mornings. Happy, motivational music, positive spins on negative news, interviews with people in the community who can bring joy into your life. Email diane@whatworksconsultants.com if you would like to be featured as a guest and have GREAT inspiration to share on non-commercial public radio. Stream past episodes or listen live at www.knvc.org

Business Leaders and Entrepreneurs: Spring into action on your business! Entrepreneur’s Assembly, Carson City chapter meets Wednesday, August 8, 2018 in The Studio at Adams Hub for Innovation and every second Wednesday of each month. Free mastermind group. The Carson City chapter was voted Entrepreneur’s Assembly Chapter of the Year 2017. 5:30 p.m. – 8:30 p.m.

NEED GUIDANCE? GET IT FREE: Motivation Monday is back at Adams Hub for Innovation with NEW HOURS – 10:30 am – 2:30 pm each Monday. Email diane@whatworksconsultants.com to schedule two free 30-minute sessions or one free hour to help you with your business – Brought to you courtesy of Adams Hub for Innovation. If your company is in transition (of any kind), please take Diane’s offer for this help.

ABOUT DIANE DYE HANSEN
Diane Dye Hansen has more than 20 years of experience in communication and change management gained in the sectors of government, non-profit, healthcare, publishing, advertising, entertainment, and technology. Her Critical Opportunity Theory helps organizations turn challenge into opportunity.

She is the president and founder of What Works Consultants, Inc., a consulting firm which helps business leaders and those who lead government and non-profit organizations understand the people who matter most and communicate to them in a strategic and meaningful way.

This is done through research, strategic communication planning, change management consulting, human resources recruitment and training. She is the host of Drive Time – Your Motivational Drive in the Morning on KNVC, Carson City Community Radio, a regular columnist on CarsonNow.org and volunteer mentor at Adams Hub for Innovation, and on the board of directors for Proscenium Players, Inc, Carson City’s longest running theater company.

And, to answer your question, yes she does sleep. To meet her and learn how she and her team can help your company, visit What Works Consultants, Inc. online at www.whatworksconsultants.com