Why your clients hire you for the job and not someone else
In just six short months, we have embarked on changing the mindsets of many small businesses in Atlanta, that have been pressured by the Global Financial Crisis and are reluctant to ease their way out and invest in marketing.
As we know, many companies that increased their investment in marketing during this period grew significantly. It's just like when everyone is walking one way and you are walking the other. You all of a sudden stand out and people take notice of you. If they like what they see, then you make connections.
The past few months, we have been working with one of the most impressive companies in the US - Accretive Solutions. They provide consulting, staffing and outsourcing solutions to companies and have 11 offices throughout the country.
What impresses me most about Accretive Solutions is their people. If you ask any of their clients, they all say that it's their people that set Accretive Solutions apart from competitors. They don't hire juniors, and instead invest in people with experience and passion for doing challenging, interesting work.
There is nothing not to like about Accretive Solutions. They are the company that rolls up their sleeves and gets the job done. Their CEO, Rich Moran, said to me yesterday, "when a company doesn't want to hire someone to do the job - we do it."
To have 5 minutes with Rich Moran is like spending time with someone of Jack Welch's ilk. He is dynamic, super smart, an author and has an impressive following on LinkedIn. He publishes books about people and business, speaks regularly on top rating radio shows and has a phenomenal insight to leadership and the changing dynamics of people within organizations. He is a leader in the true sense of the word; he stands up and everyone listens, holding intensely onto his ever word. He thinks a million miles an hour, and carefully communicates exactly what needs to be said to inspire his team to achieve the things they need to.
Like most top CEO's, Rich Moran has presence. When he walks into a room, you know he is there. Everyone does.
I read his book Sins and CEOs, Lessons from Leaders and Losers That Will Change Your Career, a few months ago. It's a great read and doesn't shy away from controversy as so many business authors seem to do.
I like that he writes, "CEOs are human, like all of us, and they are capable of committing sins that range from gross hygiene mistakes to major crimes. But leaders also bear the heavy responsibility of the entire organization. If the CEO doesn't succeed it will not only reflect on his record. His failure may kill the entire company and the careers of hundreds of people."
As you can imagine, we are all excited about the work we are doing with Accretive Solutions. They are forward thinking, fun and are ready to continue to grow their business to the next level. When it comes to marketing, they have done a great job but have put their hands up and said that they are ready for change and creating an even stronger connection with their clients and people. We are employed to facilitate that and create branding, communications and marketing that will empower people inside and out to engage with Accretive Solutions.
Exciting times ahead!