Marketing Moxie - Connecting with Customers and Strategies for Explosive Business Growth

Kordell Norton

Description

A book for every businessperson who wants to add moxie to their marketing and leadership team. This book is the story of Lincoln, a recently promoted manager, wonders if he has the business chops in the competitive workplace. This parable follows the discovery of a group who take our hero on a journey into new found skills, strategies, and practices that help him become a marketing expert . . . an awesome leader.

Sujets

• Vente
• Gestion et management
• Economics
• Business
• Management
• Marketing

Informations

• Publié par: eBookIt.com
• Date de parution: 27 mars 2018
• Nombre de lectures: 0
• EAN13: 9781456630812
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Kordell Norton’s
Marketing Moxie
Discovering Marketing that Connects and Strategies for Explosive Business Growth
 
A Parable for Business Professionals
Marketing Moxie – Discovering Marketing that Connects and Strategies for Explosive Business Growth
A Parable for Professionals
By Kordell Norton
© Copyright 2018, all rights reserved
Updated and Revised, 2nd Edition
No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without written permission from the author, except for the inclusion of brief quotations in reviews.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representation or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties or merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages including but not limited to special, incidental, consequential, or other damages.
Unattributed quotations are by Kordell Norton
ISBN-13: 978-1-4566-3081-2
Published in eBook format by

eScholars Publishing, Division of eScholars LLC
Converted by http://www.eBookIt.com
 
Dedicated to Grandkids
“I have already thought of some changes I need to make in my communication to my clients and potential clients. Very powerful for a short read.”
Preston Hoopes
Senior VP of Sales
Alex N. Sill Company
"Kordell has that rare combination of business insight, quirky humor, and grand humanism that makes his books an enjoyable read and his live presentations a pleasure to be a part of."
Mark Zust
Zust & Company
"Kordell has created another explosive business parable. “Moxie” is a joy to read and delivers knock out principles for anyone interested in monetizing their dreams!"
Brydon Brett
Professional Entertainer, Motivational Speaker - Branson, MO
"Kordell has woven an interesting, well-written story to reveal the mystery of marketing.
R. Glenn Ray, Ph.D.,
Author, Speaker, Consultant
“Kordell does it again. A simple story that conveys some powerful ideas! Apply these principles and you too can see your business grow”
Patrick Donadio, MBA,
Business Coach
Don't waste a minute of your precious time reading a book...UNLESS that book can take you to a place you haven't been to before. This book does it with a story that is packed with practical how-to ideas. Chapter 8 alone will put money in your pocket right away."
Joel Weldon
Success Comes in Cans
Table of Contents
Introduction
Chapter One – A Neighbors Helping Hand
Chapter Two - Meeting the Numbers.
Chapter Three – The Relationship Strategy
Chapter Four – Targeting a Customer Centric World
Chapter Five – When an Autocrat Dresses as a Leader
Chapter Six – Strategy MUST get Results
Chapter Seven – Judgment Day
Chapter Eight - YOU Can Win . . . Two
Chapter Nine - Barbarians at the Gate
Chapter Ten - OFFERING Marketing Targets
Chapter Eleven - UNIQUE Up On It
Chapter Twelve - Train wreck . . .
Chapter Thirteen - TRUST, Transition, and the Same Ten People
Chapter Fourteen - The Switcheroo
Chapter Fifteen - HEAR Hancock, Harlan and the Hairdresser
Chapter Sixteen – There is light at the end of the tunnel . . . and it’s a train
Chapter Seventeen - EMOTION creates Motion
Chapter Eighteen - One duck bite won’t hurt you . . . but a thousand can kill you
Chapter Nineteen – MATCH
Chapter Twenty – The last Straw
Chapter Twenty One - US
Chapter Twenty Two - The Door Slams on Innovation
Chapter Twenty Three - Lobbyists
Other books by Kordell Norton
Kordell Norton
 
Introduction
This is a book about developing your marketing and leadership skills. It is about how to think strategically, and gaining confidence and abilities to sell more.
mox·ie (mok-see)
n. Slang
1. The ability to face difficulty with spirit and courage.
2. Aggressive energy; initiative
3. Skill; know-how.
In the last decade, hundreds of organizations have engaged me as a facilitator of Strategic Planning as a “graphic facilitator” - someone who uses large wall sized sheets of paper along with a fist full of markers, cartoon characters, words, and graphics – to take groups through the planning process.
Since 80% of Strategy is about marketing ( Bill Hewlett ), more and more clients have asked for help with Marketing Planning. In the recession 2008-2010, I got requests for marketing planning workshops. My customers wanted insights on how to brand, sell, and manage their businesses just to survive; with growth as a secondary thought.
It was during this time that the testimonials of “Kordell, this stuff really works!” increased.
The following is from those workshops. It is written in parable format so the text would be entertaining as well as instructional. A lot of the plot comes from my own experiences. The entertainment might be in the question, “now is this part of the story real, or fabricated?” The principles however are all very real and proven. They WILL get you results!
Get some Moxie and . . . Enjoy
Kordell Norton
Chapter One – A Neighbors Helping Hand
“When you're drowning, you don't say 'I would be incredibly pleased if someone would have the foresight to notice me drowning and come and help me,' . . . you just scream.”
John Lennon
He was not ready for the punch and it landed with a dull thud.
“Come on Linc,” he said through a boyish grin. “I know this will help you dig out of your . . . ‘situation,’” he teased, making dramatic quote signs in the air. “It is common for business guys like you to feel like their sales and marketing abilities are weak. My father and his group do this sort of thing. They help experienced executives hone in and develop their marketing moxie by helping them light up their businesses.”
“Moxie? You mean helping people get skill and know how?” asked Lincoln.
“That’s right,” said his neighbor. “My Dad coaches professionals who want to develop their marketing skills and to have courage, confidence, and aggressiveness in marketing. Their strategies and actions gain vigor, verve, and pop.” Jeff made a popping sound with his tongue. “You know. . . . Moxie.”
The punch by his neighbor Jeff was an expression that a brother would share with a sibling. “You are not the first person to feel like you need to improve your marketing pluck.”
Ouch! They had been talking for 15 minutes with Lincoln confessing frustration with his new responsibilities. Years of experience made him an expert, but now the combination of competition and a promotion had mandated he have an active part in marketing and strategy.
Lincoln, or Linc to his friends, had just returned from a run through the neighborhood in hopes of lessening his stress. Now his conversation with Jeff vividly brought it back. So much for sweat.
The early morning sun was cooking off the last bits of dew from the grass as they stood on either side of the common fence between their driveways. Jeff’s side of the fence had driveway right up to the split rails and Lincoln’s side had an eighteen-inch swath of Kentucky blue grass before reaching the bone white cement that glittered in the sun. It was a warm spring day in a neighborhood of graceful winding streets and three-car garages. The homes were tucked among well-appointed landscapes that screamed of success.
“If you are struggling with the top line revenue then picking my father up at the airport might help. And you would be helping me out because of my client’s indiscretion.”
Jeff Adams, his neighbor, was a lawyer and there often seemed to be rumors about his more visible clients. Lincoln watched one of Jeff’s clients led into the courthouse in handcuffs on his kitchen TV forty minutes ago. “In an hour I will need to be on the steps of the courthouse in a starched shirt” said Jeff. “If you could stop at the airport and pick my father up, that would be a huge favor for me. His group meets at a place right between the airport and your office.”
Linc thought back to a ten-minute yard conversation from the previous summer. He had finished washing his car when Jeff walked over to introduce his father. He remembered the affability of Jeff’s dad, Quinn. He was one of those people who never met a stranger. You were instantly a friend in his network of many.
“My dad’s revolution,” said Jeff, bringing him back to the present, “has made his clients billions. Ask about it.”
“I guess I can call the office and move back my morning meeting,” said Linc, somewhat reluctant.
Jeff said, “Atta boy”, with the request for a fist bump. “I will call and leave a message on his phone to watch for you. Seriously, I appreciate your doing this for me. His ‘Sweater Guys’ are getting together. Just meeting them would be worth your time. They are an impressive bunch. I will look at his arrival time send you a text.”
He wrinkled his nose and sniffed. “You know you better head for the showers first,” he said with a wry half smile as he took several steps toward the cavernous opening of his four-car garage.
Chapter Two - Meeting the Numbers.
“"Nothing is more terrible than ignorance in action."
Johann Wolfgang von Goethe
She saw them already seated around the conference table through the glass wall that divided the room from the hallway. Taking a deep breath, she pushed open the heavy glass door with its chrome handle. Eyes turned.
“Good morning” Barb nodded. This group of her executives were playing a round of golf in a few hours with a vendor; but had decided to meet for a few minutes