The Guides Group is simply about recognizing challenges and overcoming them with intentionality.
Rather than blue-sky thinking, the realities of the marketplace are addressed head-on with courage and confidence.
With a belief in the power of operational discipline and the rigor of root-cause marketing, The Guides Group is built for three missions that matter.
Mission #1: KEEP CUSTOMERS by reducing attrition as you meet expectations
Understand the changing value proposition. Account for indirect competition for your customers' time and resources. Reconcile gaps or weaknesses that have contributed to client attrition.
Three action items merit timely consideration: 1) Start over with a clean slate on assumptions and scenarios. 2) Approach customers based on their self-interest versus your bias and sales agenda. 3) Be open to new consumption occasions, levels and patterns.
THE DESIRED OUTCOME: Maximize per-capita sales and profits, optimize ROI
Mission #2: GAIN MARKET SHARE by building a reputation as you keep promises
Extend influence and sales efficiently within the existing structure and a solid ROI model. Learn what it takes to woo their customers away, your way. Pick existing market segments that are productive and profitable. Know when you've overstepped your goodwill and resources.
Once again, three action items warrant attention: 1) Pick a sub-segment as a beachhead for gaining additional customers. 2) Be aware of unwritten rules, behaviors or social order that define a market space. 3) Avoid rigid practices, particularly at the early stages of market expansion.
THE DESIRED OUTCOME: Normalize cash flow across seasons and cycles
Mission #3: GROW A BALANCED PORTFOLIO as you build upon core competencies
Penetrate new markets where your strengths are advantages. Maintain the balance between cyclical and counter-cyclical enterprises. Understand what the ante looks like to become one of the top three players in each new market.
For your consideration, three action items to evaluate: 1) Hedge your bets by exploring several expansion scenarios. 2) Evaluate opportunities from a holistic, all-enterprise perspective. 3) Find gatekeepers with direct experience to accelerate your entrance into new markets.
THE DESIRED OUTCOME: Get beyond survival to sustainable growth
Three principles are at the core of The Guides Group approach to these Missions >
#1: Guidance trumps passivity or pushiness.
#2: Preparation comes first, improvisation second.
#3: Risk-taking now serves the mission, doesn't direct it.