5 Ways to Win in the Second Half of 2015

On Steve's Mind: a Newsletter

Throughout July, and now as August is starting, I’ve found myself in conversations with many clients about the second half of 2015.

“We’re down a bit from 2014, but the second half of the year is usually stronger so maybe we can make up the difference.”

“We’re having our best year ever. I just hope we can keep up this pace.”

 “We’ve just launched a new product, and it if it launches well it can really help make 2015 a great year.” 

Latent ProfitAt Yastrow and Company, we’re in a similar position. We are having a great year, and we’re very focused on maintaining our momentum for the balance of the year.

What kinds of things should we all be thinking of to make the second half of 2015 a success?

Focus on the most lucrative results

The first question to ask is “what are most lucrative results we can achieve this year?” Every company’s resources are stretched (aren’t yours?), so it is important to focus your efforts on the results that can mean the most to your company. For example, look for untapped potential to increase the business you receive from:

  • Certain customers
  • Specific market segments
  • Prospects that have the best chance of turning into paying customers
  • Products with the most chance to sell

Identifying the most lucrative results will help you direct your efforts and scarce resources in a direction that can have the most impact on your 2015 results.

Who are the customers that can help you achieve your results?

You don’t create your business results. Your customers do. For you to have a successful second half of 2015, you need to motivate customers to act. For example, your ability to generate results depends on encouraging customers to meet with you, share information with you, consider your proposals and offers, buy from you, buy more from you, pay your bills, refer you to others, etc.

Focus your sales, marketing and service activities

Knowing who your most important customers are, and what you want them to do, can help you focus your sales, marketing and customer service activities on motivating the customer actions that can most impact your results. Let this be the guide for all customer communication– focus less on “getting the word out” to the marketplace, and more on motivating your most important customers to act in ways that will help you make 2015 a winning year.

Keep a measured glimpse on 2016 and beyond

As 2016 approaches, you’ll naturally start evaluating your success again, so allocate a reasonable amount of attention and effort to longer-term issues.  What you will find is that many of the issues you will need to focus on in early 2016 are continuations of the issues you need to focus on in the second half of 2015, so rest assured that a concentration on near-term issues does not sacrifice the future. In fact, you’ll be even more ready for 2016 if you finish up 2015 strong.

Avoid distractions!

I have so many ideas, and so many people I want to meet with. If I don’t focus my attention, it could be easy for me to spread myself a mile wide and an inch deep. Don’t do it! Say no to activities and requests that don’t fit the process described above. It’s difficult, but by keeping your “eye on the prize” of a strong 2015, you’ll be much more likely to keep yourself, and your company, focused.

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I highly recommend Yastrow and Company to any business that is intent on enhancing their customer experience. Prior to working with Steve, we were communicating various messages to customers. Steve and his team helped us achieve a cohesive brand message that we as a company live daily. Steve is an incredible listener and learned the nuances of our business rapidly. I can’t imagine anyone Yastrow and Company couldn’t help.

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In these high pressure times of bite-size communications we all hunger to be listened to and cared for individually. Our customers know great hospitality, the kind that is not about selling but treating their needs as our highest priority. Steve Yastrow’s teachings are applicable to any business that values long-standing success based on personal relationships.

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Managing Partner, The Four Seasons Restaurant, New York
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Yastrow and Company introduced Brand Harmony and their Be the Brand concept to our team at Jenny Craig.  I believe these new ideas contributed in helping us triple the company's revenue during my years as CEO.

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former President and CEO, Jenny Craig
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Roma Maxwell, Director of Sales and Marketing, Rancho La Puerta
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Alex von Bidder
Steve Yastrow's teachings are applicable to any business that values long-standing success based on personal relationships.

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Managing Partner, The Four Seasons Restaurant, New York
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“Steve’s workshops helped bring out what is best at Acuative. His insights were fresh and long-lasting—we continue to use his tools and approach years later.”

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I rarely book speakers more than once. But I’ve used Steve four times! Steve has our association’s interest at heart and works tirelessly to deliver customized programs. He always ranks highly with our affiliates because he is outcome-focused, fast-paced and highly engaging. Anyone looking for insight and understanding into marketing, branding and sales should book Steve!

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We are absolutely better off after engaging Yastrow and Company. They helped us look at our business from our clients’ perspective, resulting in a cultural shift throughout our organization. These changes have made a big impact - we’ve gained new clients and strengthened relationships with existing clients. The investment was well worth it.

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Vice President of Sales, AMD Industries
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Our work with Yastrow and Company yielded the best long-term value of any consulting engagement we’ve ever had. As we grow and expand internationally, Acuative continues to depend on the branding approach and marketing tools Steve and his team developed. Yastrow and Company genuinely partnered with us, were exceptionally responsive and remain committed to our success.

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Ernst & Young, Chicago, IL
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Rancho La Puerta has enjoyed continued success because of the work we did with Yastrow and Company. Together, we implemented business strategies that have contributed to our success. Steve and his team truly believe in our brand. I highly recommend Yastrow and Company to any business that needs help building the bottom line.

Roma Maxwell

Director of Sales and Marketing, Rancho La Puerta
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Steve put together a program that produced spectacular results, and the quality of our communication and customer satisfaction is vastly improved. I’ve been in business for 40 years, and Steve’s the first consultant that I’ve gotten my money’s worth from. We’re going to continue to work with Steve and the bright, energetic people that are on his team.

Jim Winter

COO, Dimension Design
Rhoda Olsen
Steve Yastrow has clearly described the emotional reality of customer relationships and their impact on profitable business growth.

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Ward Alles
Steve Yastrow knows his stuff. That's why our management team has read all of his books. And that's why we've had him as a keynote speaker at both client and employee events. From creating brand alignment, to selling more effectively, to providing top-notch customer service, Steve offers words of wisdom based on real-life experiences. He always engages his audiences with questions, interactive exercises and great storytelling that keep you coming back for more. Read Steve's books. Then book Steve. You'll be glad you did.

Ward Alles

CEO, Core Creative
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Rancho La Puerta has enjoyed continued success because of the work we did with Yastrow and Company. Together, we implemented business strategies that have contributed to our success. Steve and his team truly believe in our brand, and our experience with them was empowering, fun and a great learning opportunity. I highly recommend Yastrow and Company to any business that needs help building the bottom line

Roma Maxwell

Roma Maxwell, Director of Sales and Marketing, Rancho La Puerta