Working with our 12 passionate foundation leaders has been rewarding. Mix in one researcher, engaged donors, amazing SMPS staff, and an SMPS board of directors who believes in the purpose of the foundation – and this is what ONE SMPS looks like.
You can do anything as long as you have the passion, the drive, the focus, and the support – Sabrina Bryan
Looking back while thinking ahead.
With the 2017–2018 program year coming to a close, I’ve been reflecting back on the changes and improvements that I’ve been privileged to be a part of. As many of you know, the SMPS Foundation embarked on a research project earlier this year based on Understanding the Neuroscience Behind Decision-Making and How It Can Be Applied to Marketing and Business Development. Earlier this month, we were able to share the findings from the research at Build Business.
Some key concepts I learned and will begin to integrate are the following:
- Agenda Setting Concept: This is not always about changing how the potential client thinks, but rather what they think about. Specifically, one must identify in which areas they hold a competitive advantage over their competitors and guide client attention toward these facets.
- Paradox of Choice Concept: More choices does not necessarily equate to greater satisfaction. Often, we are better pruning our options to a manageable set and presenting a suite of offerings that does not overwhelm a potential client.
- Contrast effects: Humans rarely make choices in isolation; we rely on comparison, and this reliance can be utilized as a marketing and business tool.
As JonRobert states in the report, the contents should provide you and your organization with ample insight concerning the neuropsychology of influence—insights that can be leveraged to improve the efficacy of business development opportunities, sales and marketing strategies, and interorganizational leadership and communication. If you begin to use these concepts in your client interactions, I’d love to hear about your results.
When we apply the concepts we learn from the foundation research, I hope we will see positive changes in how we engage with colleagues and clients. By diving in to the principles of cognitive neuroscience, this fascinating research discusses how we can use these principles to maximize our chances of influencing how clients think, feel, and ultimately make decisions. And this is just the tip of the iceberg when it comes to understanding the world around us, which helps us align and grow our businesses.
Above all things, the foundation is here to serve you—and we need your help. Please reach out with your ideas for future research topics. You can also make a difference with your contribution. If you are considering donating, please know this: Every donation helps us to fund research that will empower our members to transform their businesses through marketing leadership.
I sincerely thank JonRobert Tartaglione of Influence 51, the author of our recent report, for helping us stay focused and on course while working on our research and coming up with ideas for what’s next. I also thank all of the foundation trustees, the SMPS HQ board, the SMPS staff, and last, but not least, all of our generous donors for making this year memorable.
SMPS Foundation President Melissa Lutz, FSMPS, CPSM, is principal at Champlin Architecture. She can be reached at email@example.com or 513.241.4474, x116.