SALES & MARKETING
Make 2023 the Year of Fearless BY JOHN TAPLEY
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John Tapley is a Business Development Manager at Chart Industries with expertise in new business startup, innovative business growth and marketing strategies and digital/social media marketing. He has significant experience in all facets of the industrial gas industry, both domestic and global and can be reached at john. tapley@chartindustries. com and 470-332-4686.
104 • First Quarter 2023
earless… To be or not to be. That is the question. When facing decisions to pivot and reevaluate new business and selling strategies, how does that make you feel? Anxious, perplexed, afraid? You may ask “why change now? Can’t we continue the status quo?” But it’s a new year, shake it up, let’s go 2023! Some of you reading this may have thought “Taylor Swift” when you saw the title, but not today Swifties. Although there are lessons to be learned from her fierce and determined spirit, we’re focused on sales, marketing, and business planning for a new year. First, a few words about fear and why you can’t go there. Worrying and fretting over what could go wrong are limiting factors that will certainly keep you in neutral while others are zooming by. And no one feels good about failure. But, if it does happen, there are lessons to be learned that will make you stronger going forward. So, take risks and open your mind to new opportunities. One of my favorite quotes, that always shakes me out of my comfort zone, by the Great One, Wayne Gretzky is, “You miss 100% of the shots you don’t take”. Be Fearless! Next up, evaluate last year. Not just the financial and growth metrics. Look at culture. Has it changed? How have you adapted to remote and virtual business operations? What’s worked well and how can you weave this into your plans going forward?
Now, start looking forward. Where would you like to be at the end of this year and how will you get there? We’ll focus on common and not so common ideas, strategies and tactics. As you start the path forward, be open, curious and flexible to pivot for a fresh and challenging outlook to your business success in the next year.
TRADITIONAL PLANNING I don’t like the word “traditional,” but it is the best way I can describe setting up your sales, marketing and business plan for the next year. However, use a different method for this year. If you have an old template, try something new. An example is LivePlan by Palo Alto, which guides you through the planning process step-by-step and creates professional and credible instruments to execute on your plan and can be used for outside investment support if needed. There are others. I’ve used the previous version from Palo Alto, Business Plan Pro, and the marketing version, Marketing Plan Pro. New tools will drive you to new thinking, be bold and be Fearless!
BRAND BOOSTING You may think everybody in your market segment knows you and can find their way to your doorstep, but there are always opportunities for making your presence known in bigger ways. One way to extend your brand is to support a highly visible community program or activity as
