How many times has this happened to you? You’ve done your research, developed a proper segmentation model, learned your customers’ needs, developed the perfect product to meet those needs, created a viable pricing model, assessed the market landscape, developed a strong marketing campaign, and yet your product launch has fallen flat? You keep asking yourself what went wrong, but there doesn’t seem to be a clear answer.
The truth is you most likely forgot about the most important sale you needed to make—the one to your employees. Employees are the true front line of your business. They have the greatest amount of impact on your brand, your customers and the success of any new venture. Yet most companies fail to either address this issue or don’t do it in an effective way that truly aligns everyone behind a single voice and vision.When this happens, the energy of a launch usually falls flat before it has the chance to get a real head of steam built up behind it.
So what do you need to do to get your employees engaged? The first task is to identify what their objections will be. Gather a sampling of your employees (and not just the ones who will tell you what you want to hear.) Ask them to share with you what they like or don’t like about the new product—or the olds ones, for that matter. Not only will this define the obstacles and opportunities to touch on when communicating to your employees, but it also holds a broader group of people accountable to the success of the product, since their voice is attached to it.
Treat your employees like a customer. When trying to sell your customers, it’s generally a bad idea to dictate to them. This holds true for your employees. Instead of telling your employees why they should be invested in the success of a product, you should be selling them. In order to do this, you need to create dynamic and compelling ways of reaching them. If the message isn’t delivered in an engaging way, it’s highly unlikely that your employees will be engaged either.
Take a look at things from your employees’ perspective. Identify for your employees a few tactics and approaches for overcoming obstacles that your customers may pose to them. Doing so will go a long way down the road not only in gaining their buy-in, but in helping them close the deal or support a customer once the deal is done.
Help your employees sell. Instead of telling your employees what or how much they should be selling, show them how to sell it. Again, identify tactics and approaches for overcoming obstacles that customers may pose. This will make their jobs easier and will ultimately increase your sales. Capture their attention. Believe it or not, your employees are customers. That’s right— you’re competing for their attention against various sources like Facebook® and YouTube®—even during the workday.
Too often corporate executives try and cram information down the throats of their employees with an “Open Wide” approach. The problem with this is that employees tune it out for more interesting things.
Next time, try wrapping your message into a more engaging format that entertains the employee and draws them in. You may even want to utilize some of these competing mediums as your delivery source: video production, social media marketing, online video marketing, viral marketing, video communication, and brand stories. The more they enjoy the vehicle, the more they’ll want to see. And the more they see, the more time you’ll have to align the message with them.
Ultimately, the more employees that are on board will lead to a more successful product launch. The key to success for your next product launch lies in how well you’re able to rally your employees around your message. If they’re enthusiastic, knowledgeable and believe in what they’re selling, you’re far more likely to see a positive return on your investment. You’ll need to put in the time and resources required to convert them from spectators to evangelists, but it will be well worth the investment.
Give us a call or shoot us an email to find out more on how we did it and to see the projects! From video production services, to brand stories, green screen, online video marketing, social media marketing, viral marketing or just simply needing a camera crew in Minneapolis or St. Paul, we do it all!