ARE YOU CUSTOMIZING OR SYNTHESIZING? Dick Biggs will tell you how to customize without wearing yourself too thin.

Customizing: The Ultimate Marketing Strategy
Dick Biggs

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Customize – “To build, fit or alter according to individual specifications.”
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     What is a “customized” program? Is it saying the name of your client a couple of times during a presentation? Is it weaving the meeting theme into your key points? Is it displaying the organization’s logo on your handout? Or does a customized program mean digging a lot deeper and working a lot harder than many speakers are willing to do?

     After 21 years on the platform, I’ve discovered this about customization: It depends! If you’re doing a lot of one-time programs in multiple industries, your level of customization is probably going to be a lot different than if you’re looking to penetrate an organization or industry and be in constant demand. 

     Since 1993, I’ve evolved from speaking on a single topic in one industry to speaking on a handful of topics in many industries. I’ve developed proven material that can be used with any audience and these signature stories, analogies, props, etc., are used over and over. However, I’m always looking for ways to customize my programs so that the participants know I’m tuned in to their culture and specific challenges. In short, the level of customization can determine how much business is generated with a particular client or industry.

     Frankly, I accept some engagements knowing that these particular markets probably aren’t going to be my “bread and butter,” and that’s OK. As a result, I don’t spend nearly as much time customizing a program as I do for a client or industry where I’m seeking a long-term relationship. I’m also reminded of what CSP Ken Futch says about speakers who claim to never do the same speech twice: ”Well, then, you can’t be very good. If you create something new every time, you haven’t honed it.”

     My biggest client has produced steady business for the past 14 years. I’ve developed a network of relationships that generates a constant stream of referrals from this insurance giant. I get invited back again and again. I’m on this company’s home office Approved Speaker List, which is no easy accomplishment. I’m always customizing my material to a level that makes me unique, irresistible and very busy. Here are a few of things I’ve done to make this happen:

• The company’s name is in the title of my leadership curriculum.

• The 5-tier agency leadership pyramid has the company’s name in the title and is comprised of 20 training modules that address their specific challenges.

• There are lists, such as Appreciating the Top 10 Reasons to be a _______________________ Agent, Top 10 Ways to be a Fully-Engaged _______________________ Agent, Top 10 Differences between the Traditional ____________________ Agent & Emerging Small Business CEO, Top 10 Challenges for the _____________________ Agent, The Four Types of ________________________ Agent, etc.

• Interviews are conducted regularly with agents and these inspiring stories (and photos) are shared with their peers during training sessions across the nation.

• Quotes from past and current leaders are included throughout the workbook.

• Testimonials from top producers and leaders are included throughout the workbook.

• The company history is interwoven throughout the workbook to show how much change has transpired over the years and to challenge change-resistant agents to become more engaged.

• Customized one-sheets, with quotes from their peers, are mailed out quarterly to company leaders (and the phone rings every time).

• Presentations are full of this company’s language, including common acronyms and other in-house terminology.

• In-house publications are studied to learn about the top agents, new products, underwriting changes, company challenges, etc.

     Sounds like a lot of work, right? Well, consider that this client has generated thousands of dollars in revenue over the years and has enabled me to become a household name within this company. The home office is now considering 2 major projects that could provide me with a 7-figure contract over the next few years. More importantly, I’m making a big difference in the lives of hundreds of people and it’s happened more because of the customized message than the messenger.

     I urge you to look for ways to penetrate an organization or industry at a deeper level. You don’t have to customize each program the same way, but you’ll find that your marketing will get easier and fee resistance will diminish when your material is so special that choosing you is an absolute necessity.

    Dick Biggs joined NSA in 1986. He’s a past president of NSA-Georgia and recipient of the 
  Kay Herman Legacy Award, our chapter’s highest honor. He is the author of “Burn Brightly 
   without Burning Out” and “Maximize Your Moments with the Masters.” Dick is married to 
   Judy, and they reside on Lake Lanier, where a 6-year-old grandson named Jackson visits 
                             regularly. Contact: biggspeaks@mindspring.com.