Make 2023 the Year of Fearless

BY JOHN TAPLEY

Fearless… 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!

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.

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.

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?

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 a sponsor and include members of your staff in volunteer roles with the activity. And another way to boost your brand is to consider trademarking an activity or business service you excel at. For example, the unique way you manage your invoicing or delivery service. It might seem trivial at first but the TM™ and R® as a tag onto your brand is a big deal and adds credibility. The process is all self-service from the U.S. Patent and Trademark office at www.uspto.gov And it’s all yours. It will be respected and aligned with legitimate name recognition only you can provide.

Step Outside Your Core Business

Not an easy thought to process, but are there any opportunities to extend your business model to areas that could have a fringe connection to your core business and a potential link to position you with a competitive advantage? For instance, if you are recycling plastic in your own business, find a way to offer this service to your customers who have the same need. This expands your wallet share and adds value that competitors in your core business might not be paying attention to.

Entrepreneurial Mindset

It is refreshing to think like an entrepreneur, where anything is possible and there is no fear of failure. Introduce this mindset into your company and business culture. Make specific and intentional steps as part of your plan this year to elevate and promote the mindset for everyone to embrace and act on daily. Consider a temporary or permanent position as the Entrepreneurial Champion. Also, get involved and align with local university programs that teach Entrepreneurship. They will benefit from your real-world business experience, and you will benefit from their free-spirited, anything is possible business dreams. Everybody wins. And don’t forget, be Fearless!

Be More Social

Even if you think your social media strategies are plenty, there is more you can do. And the more you do, the more you can still do. People are listening. Be active on LinkedIn, set up your company page and post content on a regular basis. Get involved in your industry group page and post content there as well. Monitor and follow your customers and the market segment in general on LinkedIn, talk to them there as well. Train your employees on social skills and make sure they communicate and boost your company presence as well. Consider social and digital media an integral part of your plan for the year and beyond. While LinkedIn is the premium platform for business, there are also opportunities to be seen and heard on Instagram, Twitter and Facebook.

Recruiting

Always be on the lookout for new talent that may fit your Fearless strategies. Even if you aren’t hiring for a specific position, target at least one recruiting fair in your plans for this year.

In summary, as you set your plans for 2023, step outside your comfort zone, dare to be different, do not let risks hold you back and…be Fearless!