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Industrial Marketing: Make Your Goals Emotional and Your Results Will Improve. | Manufacturing Marketing

Industrial Marketing: Make Your Goals Emotional and Your Results Will Improve.

the question for effective industrial marketing

The missing question for effective industrial marketing.

I have written a number of posts about various aspects of industrial marketing strategy and planning. It is easy to identify the who, what, when, where and how. What is missing in most marketing and business plans is the hardest part, the most personal – the “why”.

Goals drive all of the subsequent parts of an industrial marketing or business plan. Without a goal, or destination, we don’t know where we are headed and/or what we are trying to achieve.

As Lewis Carroll wrote:

“If you don’t know where you are going, any road will get you there.”

Your goal is critical.

But what drives the goal? This is the question which isn’t asked. Statements such as “our goal is to grow sales by 20% over the next 12 months” are the normal pinnacle of strategic planning. We know from current sales numbers how much a 20 percent increase will total. We develop strategies and tactics to make the numbers happen. Everyone is intently looking at the details and measuring progress to the 20%.

The critical question is “why?” Why choose that goal? Is it arbitrary? Will it result in a nice round number? Or is there a concrete reason? “Why” is the effect of reaching the goal. “Why” is what will happen.

“Why” also answers what will happen if we fall short of achieving our goal. To use the example of a 20% increase in sales, if the why is that the increase is necessary to provide employment to the current workforce, then it is easy to visualize people losing their jobs if you fall short.

All of this is intellectual, the strategic planning and goal setting, until you can picture in your mind’s eye the reason for the goal. If your goal is specific and realistic, you should be able to visualize the effect of success or failure. At that point, the goal and ultimately the entire plan becomes emotional. When emotions are involved, motivation comes easier and a concerted effort possible.

In fact, emotions motivate. The latin root of the word emotion means “to move.” By visualizing the effect you increase the possibility of achieving your goal.

Sharing your goal is not enough. Sharing the reason behind the goal, the why, will allow others to share the vision which drives the goal.

photo credit: Olivander via photopin cc

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