Leading With Values and Principles

Posted on February 20, 2026February 20, 2026 by Fina Scroppo

Leading With Values and Principles

Why It Matters More Than Ever for Canadian SMEs

You don’t have to look far to know that Canadian small and medium-sized enterprises are navigating unprecedented times. Economic uncertainty, rapid technological change, rising customer expectations, and increased scrutiny around ethics, transparency and social impact have fundamentally altered how businesses are evaluated.

Strong leadership is no longer defined solely by financial performance or operational efficiency. Increasingly, it is defined by clarity of purpose, consistency of behaviour and the ability to lead with clearly articulated values and principles.

More than ever, brand values are not a “nice to have.” At Integram, we believe they are a strategic necessity.

Values and Principles as a Strategic Anchor

Brand values and principles are the compass of your company. They define who you are, what you stand for, and how decisions are made, especially when circumstances are uncertain or pressure is high.

For SMEs, this clarity is particularly important. Why? Because customers, employees, suppliers, and partners are paying attention not only to what you sell, but how you operate.

Well-defined values and principles serve several critical functions:

They guide decision-making. When priorities compete or trade-offs arise, values provide a consistent filter for action.
They create alignment internally. Teams understand what is expected, how to behave, and how success is defined.
They build trust externally. Authentic values help customers and partners understand who you are and what they can rely on.

In uncertain times, people look for businesses (and business leaders) that feel grounded, credible, and in alignment with similar values.

The Importance of Authenticity

We’ve all seen brands whose messaging sounds impressive but feels hollow. In today’s environment, inauthenticity is quickly exposed. And the result is a recipe for disaster for SMEs: employees disengage, customers lose confidence and trust erodes.

A strong brand must be authentic to who you are as a company and as a team. Your values should reflect your real culture, not an aspirational version that only exists on a website or in a pitch deck.

This is why simplicity matters. Clear, concise, easy-to-understand values are far more powerful than long lists of vague statements. If your team can’t remember or explain them, they won’t live them.

The Integram Brand Essence

In our work with Canadian SMEs, we emphasize the importance of distilling a company’s brand into a clear Brand Essence that fits onto one page. This ensures focus, alignment, and clarity.

The Integram Brand Essence is a strong and simple format with four core components:

Brand Values & Principles
The core beliefs that define your company’s character and guide behaviour, decisions, and communication.
Unique Selling Proposition (USP)
The distinctive process or capability that sets you apart from competitors.
Brand Promise
The commitment you make to your customers — what they can consistently expect when they work with you.
Tagline
A short, memorable phrase that encapsulates your core message or value proposition.

Together, these elements create a practical roadmap that guides both business decisions and marketing efforts for years to come.

Values Matter. Period.

Need more reason why values and principles are especially critical in today’s environment? Read on:

Workforce expectations have shifted. Employees want more than a paycheque. They want to work for organizations whose values align with their own. Clearly articulated principles help attract the right people — and just as importantly, retain them.
Customers are making values-based choices. Trust, integrity, and transparency increasingly influence purchasing decisions. Customers want to know who they are doing business with and what that company stands for.

SMEs must make faster, higher-impact decisions. With fewer layers and resources, small businesses feel the consequences of decisions more immediately. Values provide a framework that enables confident, consistent action without second-guessing.

Take the case of an organization like Shopify, whose values-driven leadership translates into long-term success. Shopify has built its global success by staying deeply committed to its core purpose: empowering entrepreneurs. Its values, which are focused on independence, impact, trust and continuous learning, are embedded in how the company designs products and supports merchants. Even as it has scaled, Shopify has maintained clarity around who it serves and why.

Final Thought

In times of change and uncertainty, clarity becomes a competitive advantage. Canadian SMEs that lead with strong, authentic values and principles are better positioned to build a loyal customer base and grow. Your values are not just words. Leading with them today is not only good leadership but smart business.

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We offer a FREE 1-HOUR ASSESSMENT to determine how we can help you achieve your business goals. Take advantage of our 31-years of experience! Let’s talk about how Integram can help you scale and build a better future.

EQ in the Age of AI: Why Emotional Intelligence is Key to Steering Your SME Through Technological Change

Posted on January 17, 2025January 17, 2025 by integram-admin

EQ in the Age of AI: Why Emotional Intelligence is Key
to Steering Your SME Through Technological Change

Sarah stared at her screen. Her ghostly reflection stared back at her from the dark mode of the new AI system her company just implemented. Around her, the open office buzzed with a nervous energy she hadn’t felt since the pandemic forced them to go remote. Her team of customer service reps, usually confident and composed, exchanged worried glances. The whispers grew louder: “Will this replace us?” “How much of our jobs will be automated?” “Should we be learning prompt engineering instead?”

As we approach 2025 and beyond, one quality will be essential for effective leadership: emotional intelligence (EQ). EQ, or emotional quotient, refers to a person’s ability to recognize, understand, and manage emotions—both their own and those of the people around them. This ability is critical for leaders who want to build stronger connections, foster collaboration and bring out the best in their teams, especially when their team is worried about technology replacing them. In fact, research has shown that EQ can be nearly five times more important for success than technical skills alone.

Industry Transformation

The importance of EQ is already evident. Companies like Uber have transformed entire industries through innovative, technology-driven models, yet Uber’s success ultimately relied on their ability to address the needs and emotions of both drivers and passengers. This blend of technical know-how and human-centered EQ will be even more essential in the years ahead. Tomorrow’s successful small businesses won’t just survive but thrive by mastering this dual approach.

The Growth of AI

With $25 billion expected to be invested in AI by the end of 2024 and automation poised to impact up to 30 percent of all jobs, leaders will be tasked with navigating a dizzying pace of change. And while millions of jobs may be disrupted, 97 million new roles are also anticipated to emerge. Millions more jobs will be enhanced with new skill sets and newfound efficiencies. In this evolving landscape, EQ will allow leaders to keep their teams engaged, motivated and resilient. Specifically, emotional intelligence empowers leaders to:

Recognize and address the emotional state of their people accurately;
Foster an environment of psychological safety and trust;
Resolve conflicts and encourage productive collaboration;
Inspire and motivate others through times of uncertainty;

Amid the rapid technological shifts, leaders who connect with their teams on a human level will be most effective. In fact, studies reveal that nearly 46 percent of employees are currently experiencing burnout or high stress. Leaders with high EQ—who can identify and address these challenges with empathy—will be better positioned to drive sustainable success.

Employee Skills Development & Training

The good news? Emotional intelligence is a skill that can be developed and Integram is here to help. Tools like the DiSC assessment offer insights into communication styles, and proven strategies exist to build self-awareness, empathy, and other key EQ competencies.

Corporate training programs also help to the void of EQ development among staff, too. Here are a few examples:

Teams Management Training: Provide a better understanding for your team to create a more cohesive culture;
AI Technology Training: Incorporating EQ in any learnings of new technologies, specifically the tools that ask for human-like prompts;
Sales Strategy Training: Arm sales reps with EQ improves sales; in fact, 90% of top performers are also high in EQ.

Ultimately, the leaders who will thrive in 2025 and beyond are those who can balance technological prowess with human-centric emotional intelligence. They’ll be the ones who see themselves clearly, empathize with their teams, and unlock the potential in everyone around them.

As organizations look to the future, prioritizing EQ in current and future leaders will be crucial. Companies that invest in this critical skill will not only survive but truly thrive in the years to come.

Ready to boost your team’s EQ? Explore our Leadership Development programs or discover how to blend EQ with AI in our innovative AI bootcamp.

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4 AI Strategies for Small Businesses

Posted on October 23, 2024October 23, 2024 by integram-admin

AI Advantage: 4 Strategies for SMEs

Artificial Intelligence (AI) is no longer just a buzzword! It’s a powerful tool that is revolutionizing how companies operate. Large corporations like Amazon and Google have harnessed AI to fuel growth and enhance efficiency and are now even pushing forward with the development of their own AI models.

But what about small and medium-sized enterprises (SMEs)? No, we can’t afford to develop our own sophisticated AI model, but the benefits of AI aren’t limited to large corporations, and it comes as no surprise that SMEs must adapt and adopt it quickly to stay competitive.

Don’t get left behind as your competitors learn new ways to utilize AI. As renowned AI expert Jim Harris says, the market is shifting rapidly, so an internal roadmap on how to implement AI and how to train your employees on how to use AI is absolutely necessary for businesses of all shapes and sizes.

In this article, we’ll explore some simple ways SMEs can use and benefit from AI.

1. Automate Routine Tasks

One of the most immediate advantages of AI for SMEs is its ability to automate repetitive tasks. Gone are the days of keeping your own meeting minutes, so you can kiss that notepad goodbye (unless you have other uses for it, of course. We’re not wasteful humans).

AI-driven tools can efficiently manage data entry, scheduling and customer inquiries, saving valuable time and reducing human error. This automation will allow your employees to concentrate on strategy and key deliverables — activities that require human insight and creativity as opposed to tedious tasks.

Here are some platforms we recommend to help you get started:

LiveChat: is an AI-powered chat solution that takes the heat off your support agents. This allows them to devote more time to solving complex customer issues.
Fireflies.AI: A great tool for transcription and meeting notes.
ChatGPT: Use ChatGPT to automate responses to common customer inquiries or to assist your team with quick information retrieval and learning.

2. Personalize Marketing Efforts

Personalization is crucial for effective marketing, and AI can help SMEs customize their campaigns to meet individual customer needs. By analyzing customer data, AI algorithms identify preferences and behaviours, enabling businesses to create targeted marketing messages that resonate more deeply with their audience.

With AI’s insights, you can even glean insight into when your customers are likely to convert!

Consider which approach will win a customer: a generic advertisement that addresses broad issues, or a marketing campaign tailored to specific pain points? The answer is clear—personalization drives engagement and conversion.

3. Start Small

Integrating AI into your SME doesn’t have to be overwhelming. Start with small, manageable projects that address specific pain points within your organization. For example, implement an AI tool for customer service and assess its impact before expanding to other areas, such as marketing or operations. By taking small steps, you can gradually build confidence and expertise in AI, paving the way for more extensive implementations in the future.

Sidney Crosby didn’t learn how to be the best hockey player in one day! It took years of diligent training. So, start small by attacking one pain point with AI!

Tips for Starting Small:

Identify a specific area where AI can provide immediate value.
Pilot a limited project with clear objectives and success metrics.
Gather feedback from employees and customers to refine your approach.

4. Upskill Employees with AI Training

To fully leverage AI’s potential, SMEs must invest in employee training. Equipping staff with the knowledge and skills to use AI tools effectively enables them to contribute meaningfully to the company’s growth.

Consider offering workshops, online courses, or partnering with AI experts to develop your team’s capabilities. This investment not only enhances skills but also cultivates a culture of innovation within your organization.

In fact, Integram has partnered with leading AI expert Jim Harris to deliver a groundbreaking training on how to implement AI into your SME.

Benefits of Using AI for Small Businesses

As we’ve discussed, small businesses can reap amazing benefits from incorporating AI tools into their daily operations!

Incorporating AI doesn’t just make your business more efficient — it helps you provide a better customer experience, save money and discover new ways to grow. Here’s how:

Enhanced Customer Experience: AI allows you to offer more personalized and responsive interactions with your customers. By analyzing customer preferences and behaviour, AI can help tailor your products, services and content to meet their unique needs. This creates a more engaging and satisfying experience. AI also helps extend your business’s availability, so customers can interact with your brand any time, improving convenience and ensuring you’re always there when they need support.

Improved Efficiency: Goodbye tedious lists! Automating repetitive tasks like scheduling, data entry or managing inventory means your employees can focus on the bigger picture. AI can also streamline day-to-day processes, saving valuable time and energy.

Better Decision-Making: AI can sift through tons of business data and give you actionable insights. From analyzing customer behaviour to identifying trends, it helps you make smarter, data-backed decisions faster.

Cost Savings: AI tools can catch potential errors, like duplicate payments, before they become costly mistakes. They can also help spot inefficiencies and optimize how you allocate resources, ultimately helping you cut down on unnecessary spending.

Growth Opportunities: AI-powered tools that use machine learning can pick up on patterns in customer behaviour, allowing you to refine your marketing, forecast sales and grow your revenue over time.

Incorporating AI into your SME’s strategy is no longer optional; it’s essential for maintaining a competitive advantage in today’s marketplace. By automating everything from customer service to marketing efforts to operations and recruitment, SMEs can improve efficiency while driving growth and innovation.

Are you ready to take your business to the next level with AI? The future awaits!

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Mastering Active Listening

Posted on July 11, 2024July 11, 2024 by integram-admin

Mastering Active Listening

The Key to Effective Communications in Business

How often have you seen this play out in a team meeting? A staff member introduces an innovative idea, centered around a current service the company offers. But, the idea falls on deaf ears by the team manager. She is distracted with emails and calls, and rather than give the idea more attention and consideration, she is eager to move forward with the agenda, continually interrupting the employee instead of encouraging him to elaborate on his idea.

Clearly, the manager isn’t listening actively to her staff member.

Active listening is a foundational skill essential for success in today’s dynamic business landscape. It goes beyond just hearing words and focuses on understanding the nuances of communication, empathizing with different perspectives and fostering meaningful dialogue.
In a professional setting, active listening not only improves teamwork, decision-making and conflict resolution, but it also contributes to the overall health and success of an organization. Isn’t that worth a listen?

How Can We Improve Listening?

As we embrace diversity of thought and strive to overcome communication challenges, active listening has become a cornerstone of effective leadership. Improving your listening is all about giving the other person your full attention and showing them that.

Here are a few important tips to help you actively listen to your colleagues and clients:

Tip #1: Offer your full attention and remove distractions.

Put away your mobile device, shut off your computer and limit any other distractions that may prohibit you from being present during a conversation. Offering your full attention and removing distractions creates an environment where meaningful communication can thrive without interruption.

Tip #2: Pay attention to nonverbal cues.

What is unsaid says a lot. Body language, facial expressions and other nonverbal cues can provide subtle yet crucial insights into the true meaning behind verbal communication. Make eye contact – it’s an active part of the conversation. Maintaining eye contact shows that you are paying attention to the other person and are engaged with what they are saying. Acknowledge what is being expressed. Nodding, and using facial expressions are all opportunities to demonstrate to the speaker that you are listening.

Tip #3: Pay attention to tone of voice.

Tone of voice carries significant meaning. It provides nuances of emotion, intention and emphasis that shape the interpretation of the speaker’s message. For example, read the room when a co-worker elevates their voice – some people may pull back versus leaning into the conversation. Refrain from interrupting to show respect; listen to what the speaker is saying.

When taking part in a conversation, use small verbal comments such as “uh-huh.” This can encourage the speaker to continue and lets them know that you are listening.

Tip #4: Listen for understanding.

Listen for meaning instead of concentrating on how you’ll respond. You’ll have deeper insights and a clearer understanding of what is being communicated to you.

Tip #5: Don’t make assumptions.

Don’t assume what people are going to say or believe based on what they look like. There is power in diversity of opinion. Gather as many viewpoints as you can from other team members, cultures, ages, races, genders, etc.

Tip #6: Make sure the other person feels heard.

A person feels heard when you show genuine interest in their thoughts and feelings. Listen without interrupting, acknowledge the speaker’s perspective and validate their emotions.

Miscommunications can and will arise. Along with the tips to help you actively listen, here are 4 communication strategies that will help to prevent miscommunications inside and outside of the workplace.

Think about what you are going to say before you say it. Let other people express themselves. Give him or her time – if he or she is receptive to it, ask calm probing questions to help draw out ideas.

Behave in a relaxed and “available” manner – it helps people feel more comfortable with you. Offer a handshake at the beginning, smile and be receptive to conversation.

This ensures that you understand (and they understand) what you/they are saying and that their opinions matter.

Before sending an email, text or other written form of communication, take the time to proofread and make any necessary edits. It shows professionalism and conveys your message accurately.

By integrating these tips into your communication practices, you can foster stronger connections, enhance understanding and promote a culture of active listening that drives collaboration and success in your professional interactions.

Ready to transform conversations into opportunities? Go ahead and apply these strategies into practice.

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The Power of Employee Training

Posted on May 17, 2024May 24, 2024 by Fina Scroppo

The Power of Employee Training

6 reasons for investing in employees’ learning and development

In today’s dynamic business landscape, where change is constant and innovation is imperative, investing in employee training has emerged as a strategic necessity for organizations aiming to thrive and stay ahead of the curve.

Beyond being a mere compliance requirement, employee training serves as a catalyst for organizational growth and success, offering a host of benefits that extend far beyond the individual level. From enhancing skills and knowledge to fostering diverse perspectives and driving innovation, there are many advantages of comprehensive training programs:

1. Increased Skills and Knowledge:

Employee training programs provide a structured platform for employees to acquire new skills and deepen their existing knowledge base. Whether it’s mastering advanced techniques in their field or staying abreast of the latest industry trends, ongoing training empowers employees to continuously evolve and upskill. This not only enhances individual performance but also equips the workforce with the capabilities needed to address evolving challenges and capitalize on emerging opportunities.

2. Diverse Thinking and Perspectives:

Diversity of thought is a cornerstone of innovation and problem-solving. Employee training initiatives, especially those that promote cross-functional collaboration and diversity, create an environment where individuals from diverse backgrounds can come together, share insights and challenge conventional thinking. By fostering a culture of inclusivity and embracing diverse perspectives, organizations can unlock creative solutions to complex problems and drive innovation forward.

3. Enhanced Leadership Potential:

Effective leadership is vital for steering organizations toward their goals and fostering a culture of excellence. Employee training plays a pivotal role in identifying and nurturing future leaders within the organization. By providing leadership development programs and opportunities for mentorship and coaching, companies can groom high-potential employees, empowering them to assume leadership roles and drive positive change across the organization.

4. Improved Products and Processes:

Training programs that focus on real-world applications enable employees to translate theoretical knowledge into practical solutions. Whether it’s refining product designs, streamlining processes, or enhancing customer experiences, employees who undergo targeted training are better equipped to apply their learning to solve business challenges effectively. This not only leads to improved products and services but also drives operational efficiency and business performance. It’s also an impetus for improving customer service and satisfaction.

5. Greater Retention and Motivation:

Investing in employee development demonstrates a commitment to the growth and well-being of the workforce, fostering a sense of loyalty and belonging among employees. Organizations that prioritize training and development are more likely to retain top talent, as employees feel valued and invested in their professional growth. Moreover, access to learning opportunities serves as a powerful motivator, inspiring employees to perform at their best and contribute meaningfully to the organization’s success. A win-win for employee and employer.

6. Happier, Healthier Employees:

Employee well-being is intrinsically linked to job satisfaction and productivity. Training programs that prioritize holistic development, including physical and mental wellness initiatives, contribute to creating a healthier (read: happier!) workforce. By promoting work-life balance, stress management and mindfulness practices, organizations can foster a positive work environment where employees feel supported, energized and empowered to thrive both personally and professionally.

By investing in comprehensive training programs, organizations can unlock the full potential of their workforce, driving sustainable success in an ever-evolving business landscape. As motivational trainer and author says Zig Ziglar, “The only thing worse than training employees and losing them is not training them and keeping them.”

Get started on your employee training program HERE. Learn how government funding can pay for employee training programs.

Why Employee Training?

Nearly 2x

Companies that excel at internal mobility (promotion from within) retain employees for an average of 5.4 years, nearly twice as long as companies that struggle with it (the average retention span is 2.9 years)

10x

Employees who feel that their skills are not being put to good use in their current job are 10 times more likely to be looking for a new job

79%

of learning and development pros believe it is less expensive to re-skill a current employee than to higher a new one.

SOURCE: Linkedin 2022 Workplace Learning Report

Leadership & Cultivating Responsibility and Engagement

Posted on July 31, 2023August 18, 2023 by Fina Scroppo

Leadership & Cultivating Responsibility and Engagement

Leadership plays a pivotal role in shaping the culture of any organization. Effective leaders aspire to instill a sense of 100% responsibility among their team members, where individuals take full ownership of their careers, engagement, customer satisfaction, innovation and cost management. However, for this culture to thrive, leaders must also prioritize employee engagement, recognizing its direct impact on productivity, innovation and the overall success of the business.

At the heart of employee engagement lies the creation of a workplace where employees feel connected not only to their work but also to their colleagues and the organization as a whole.

Engaged employees demonstrate passion for their work, exhibit commitment to the organization’s goals, and willingly go beyond their job requirements to contribute to its success. They find purpose and meaning in their work, feeling that their contributions are valued and appreciated.

The Importance of Employee Engagement for Businesses:

Businesses that foster employee engagement reap significant rewards. Engaged employees are more productive, innovative and dedicated to the organization’s objectives. They are also more likely to provide exceptional customer service, leading to higher customer satisfaction and loyalty.

Moreover, a culture of engagement becomes a magnet for top talent, enhancing workforce quality and driving innovation and growth. Additionally, engaged employees tend to stay with the company, reducing turnover costs and ensuring workforce stability.

The Role of Leadership in Fostering Culture:

Leadership plays a critical role in promoting both responsibility and engagement. Leaders who seek 100% responsibility must provide their team members with the necessary authority and trust to make day-to-day decisions independently. Transparent communication, including sharing vital information with employees, fosters a sense of ownership and accountability.

At the same time, cultivating employee engagement requires leaders to understand the unique needs and motivations of their workforce. They create an environment that promotes trust, collaboration and creativity. Effective leaders set a clear vision and communicate it effectively to ensure alignment throughout the organization. Providing regular feedback and recognition instills a sense of ownership, and opportunities for personal and professional growth empower employees to succeed.

Improve Responsibility and Engagement:

Leaders can implement various strategies to enhance both responsibility and engagement.

Open communication cultures, where employees feel comfortable sharing their ideas, concerns and feedback are highly effective. Regular team meetings, one-on-one conversations and feedback surveys facilitate this process.

Leaders can also provide opportunities for professional and personal development, such as training programs, mentoring, and coaching to demonstrate that employees are valued and invested in the organization’s success.

Benefits of a Culture of Responsibility:

A culture that embraces both responsibility and engagement yields numerous benefits for businesses. Engaged and responsible employees are more productive, innovative and committed to the organization’s goals. They provide exceptional customer service, leading to higher customer satisfaction and loyalty.

Furthermore, such a culture helps attract top talent, improves workforce quality, drives innovation and growth and reduces turnover costs while ensuring workforce stability.

Common Mistakes Leaders Make:

Leaders must avoid common mistakes when fostering responsibility and engagement. Over-reliance on incentives and rewards rather than intrinsic engagement can hinder progress. Short-term focus may overshadow the importance of long-term employee development.

Inadequate feedback and recognition or a lack of open communication can obstruct efforts to foster responsibility and engagement.

Measuring and Tracking Responsibility and Engagement:

Measuring and tracking both responsibility and engagement are crucial for understanding the effectiveness of initiatives and identifying areas for improvement. Surveys, focus groups, and one-on-one conversations with employees are valuable methods to gauge engagement levels. Tracking over time facilitates data-driven decision-making and helps leaders identify trends and areas for improvement.

In conclusion, leadership plays a dual role in cultivating both responsibility and engagement within an organization. When leaders promote a culture where individuals take ownership of their actions and decisions and simultaneously foster a sense of purpose and connection among employees, the result is a thriving workplace that drives success and sustainable growth.

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31 Years in Biz

Posted on May 5, 2023August 10, 2023 by Fina Scroppo

Integram: Celebrating 31 Years of Building Bold Sustainable Possibilities

In April 1992, Integram was founded with a vision to provide unique marketing solutions that would set us apart from other marketing companies. The name Integram (which stood for integrated marketing at the time) was chosen by the company’s founder, Michael Smith, who was inspired by his father’s advice to make his business unique. Little did he know that the title Integram” would be more relevant than ever in the world of social media with the arrival of Instagram.

Over the years, Integram has helped businesses grow and thrive, even in the toughest times. We have been a leader in brand marketing and strategic planning, digital marketing solutions, athlete representation and sports/event sponsorship. We’ve worked with an impressive list of clients — from big brands such as Pepsi and TD Bank to more than 60 small and medium businesses across Ontario.

Now in our 31st year of business, we’ve remained committed to our SME clients, dedicated to scaling their business and creating a bigger sustainable future. Our unique process and experience have proven to be successful, and we are so proud of our accomplishments and achievements with the support of ongoing partners and clients.

At the foundation of all our success is that we are trainers and coaches who love to spread our knowledge and help businesses grow. So, in celebration of our remarkable achievement, here are 3 important business lessons we’ve learned + 1 guiding philosophy we’ve learned from throughout the years:

3 Business Lessons:

Achieving longevity in business requires a combination of strategic planning, hard work and adaptability. Here are three important business lessons to keep in mind when aiming for long-term success:

1. Focus on building relationships:

Building strong relationships with customers, suppliers, partners and employees is essential for any business that wants to be sustainable and survive in the long run. Provide excellent customer service, treat your employees well, and nurture long-term relationships with key partners. Through these actions, you’ll establish a loyal customer base and a strong network of support that will help sustain your business over time. Reward your clients, and they’re more likely to reward you back.

2. Stay flexible and adaptable:

The business world is constantly changing, and staying flexible and adaptable is essential for long-term success. Be willing to pivot your business strategy as needed in response to changes in the market or shifts in consumer behaviour. Keep an eye on emerging trends and technologies and be prepared to embrace them when they offer new opportunities for growth. In other words, stay vigilant. We live in a rapidly changing world that rewards those who stay on their toes.

3. Invest in your team:

Your employees are one of your most valuable assets, and investing in their training and development is essential for long-term success. By providing opportunities for growth and development, you will help your team stay engaged and motivated. Additionally, by investing in your team’s skills and expertise, you will build a strong foundation for future growth and expansion.

+1 Guiding Philosophy: Continuous Improvement

Continuous improvement is not just about making incremental changes; it’s about fostering a culture of innovation and experimentation within your organization. It involves a willingness to take risks, learn from mistakes, and embrace new ideas and technologies.

Above all, remember that continuous improvement is a journey, not a destination. It’s an ongoing process that requires commitment and dedication from everyone in your organization. By embracing this philosophy and making it a core part of your company culture, you can build a stronger, more resilient business that is poised for long-term success.

Integram’s success over the past 31 years is a testament to our commitment to excellence and our passion for helping businesses succeed. We’ve only lost money in one year out of 31, so we’re very proud to have been consistently profitable and believe this is a testament to the success we help invoke in our clients.

As we move forward, we will continue to provide unique training programs, ideas for growth and marketing solutions that set our clients apart from the competition. Here’s to many more years of Bold Sustainable Growth!

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Drive the Digital Sales Funnel

Posted on May 31, 2022July 11, 2024 by Conner Carrington & Fina Scroppo

Your Guide to Attracting and Retaining Clients Online

In today’s marketplace, simply having a current website along with social media channels are not enough to generate traffic and engage your target audience. This is especially true in the digital marketing world, where it’s essential to create a digital sales funnel in order to attract and retain clients.

Create the Funnel

A digital sales funnel is a combination of tactics used to bring traffic to your business’s digital platforms and sustain it well enough to convert it into a loyal client base. Essentially, a funnel is the roadmap you use to drive your digital traffic to your website – the hub of all online purchase/service details – and make a sale or close the deal.

To optimize customer interest and retention, your digital sales funnel needs to accomplish a few key goals:

Grab the person’s attention;
Tell them a captivating story;
Present your offer (that they can’t refuse).

Use a Powerful Plan

Digital marketers typically use the AIDA model when implementing a sales funnel. It’s a handy framework when setting up a plan:

A – Awareness: Get the potential customer’s attention

I – Interest: Pique their interest

D – Desire: Make them want your product

A – Action: Ask them to buy your product

If you want to capitalize on the AIDA model, it is important that your business has an effective sales page or a landing page.

To the general consumer, this web page looks like a

homepage or an additional page to your website –

with specific details on the product or service you’re selling. The landing page is an addendum to the website but isn’t typically accessed through the website. The potential customer may have never visited your site, but they’ve been directed to the landing page from either a digital ad on social media or other tactical methods, such as an eblast or newsletter link. Analytics incorporated into the digital ad directs it to your target audience and potential customer. Voilà, you’re getting in front of a captive audience.

Build It and Drive It

When you’re building the landing page, it should include the following features:

A headline that conveys how your product will make the potential customer’s life better.
A subhead that provides more information as to what you are offering.
A list of features the product offers.
Social proof (or legitimacy) of a product’s benefits; for example, testimonials from clients, third-party statistics on business improvements, etc.
A promise that backs up your product/service. When possible, we suggest an offer with a money-back guarantee.

Get the Leads

Once you’ve created an effective sales page that gives potential customers access, it is equally important that you create a valuable lead magnet. A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details like emails and phone numbers. Remember, your objective is to build trust – so you’re offering to give up value-added information on goodwill for direct access to a potential client.

The best lead magnets also offer a solution to a problem. An ebooklet/report, webinar or an online mini-course are all valuable lead magnets that not only educate the consumer but also demonstrate your company’s expertise about potential problems – even before a purchase is made.

Let’s take the example of a webinar. This lead magnet allows you to communicate with hundreds of people from around the world, while simultaneously keeping your audience engaged by asking and answering questions. Ultimately, this level of engagement shows your audience that you are invested in your customers’ well-being and, therefore, may convert them into possible customers.

Drive Happiness

Once you’ve converted traffic to a new customer, there’s still one last step in your digital sales funnel process. Create a follow-up email sequence to confirm a customer’s commitment to your business.

It’s a great way to tell the new customer you acknowledge them, but most importantly, to also let them know that they’re valued. In this email, feel free to detail many of the services your business provides in addition to a product/service the customer has purchased to further engage them and coming back for more. A happy customer will continue to use a business that delivers and they trust.

Rise Above Your Competitors

Posted on April 19, 2022July 11, 2024 by Conner Carrington

7 Key Tips for Shaping a Powerful Elevator Pitch

In today’s business world, we all know that communication can be a power conduit to help sell your brand and its image. To ensure your brand engages your target audience, a vital communication strategy is to develop an effective elevator pitch.

Here are our top tips for shaping a pitch that is sure to position your business above competitive brands.

1. KEEP IT SIMPLE

Like anything in life, we prefer to take the simple path, rather than follow a complicated one. Your elevator pitch should be no different. A powerful elevator pitch grabs the target audience’s attention with a hook, then expands to detail your brand’s objectives as clearly and concisely as possible. Your pitch is an opportunity to emphasize what your audience will gain from investing in your business – for example, the problems it can solve – and the role they play.

2. ENCOURAGE A RESPONSE

A powerful elevator pitch entices your audience to actively want to learn more about your brand. To ensure your audience is interested and engaged, you’ll want to encourage the listener to ask the right questions. Some questions may include:

What do you do exactly?

Present a brief rundown of the company’s history, including an integrated explanation of what led you to your current endeavour. Take your cues from them – if they’re looking for me, it might be a good time to detail some previous experiences and success stories.

How are you unique from your competition?

Highlight exactly what specific features advantageously set you apart from other competing companies. For example, you might tell them how your brand is modelled toward helping other small businesses.

How do you help your clients?

Specify particular features and strategies of your services/products and how they manage and ensure client success.

3. SKIP THE INDUSTRY JARGON

An effective elevator pitch is free of professional jargon and concepts that are only prevalent to fellow colleagues. Your audience is more likely to invest in your brand if they understand your objectives and goals. Keep in mind: you’re connecting with an individual, so talk to them using conversational – not clinical or technical – language.

4. PRACTICE, PRACTICE, PRACTICE

At Integram, we use our Brand Essence framework to shape an effective pitch. If it helps, write it out, whatever your frame of reference. Some key points include:

– Company history and business plan

– Problems you tackle/resolve

– Client successes

Ultimately, an effective pitch is second nature to any discussion. It shouldn’t sound like you’re reading from a script. In order to deliver a compelling pitch, practice it…as often as you need to before it feels natural. Say it in the mirror, or to yourself while you’re driving, cooking or when lying in bed.

5. SHOW YOUR PASSION

The expression in your delivery is as impactful as the words you use to phrase your pitch. Remember, you’re speaking to a person, not a robot (at least I hope not!) – and people are more likely to react to something they feel in your delivery.

6. BE CREATIVE IN YOUR APPROACH

More often than not, a successful business is able and willing to make structural changes and experiment with other alternatives, if necessary. Your pitch can be equally experimental, especially if you’re trying to stand out.

A few suggestions on being more creative with your pitch include tailoring it to the company or audience to whom you’re presenting. If you’re pitching to a golf store, try using golf visuals or terminology whenever possible. For example, “Partnering with my brand is a bogey-free collaboration.” Incorporating relatable and relevant stats is another helpful approach in creativity when presenting your pitch.

7. CREATE AN ACTION

When it’s all said and done, a powerful elevator pitch entices your audience to buy your product or service, or at least invite an opportunity to learn more. To ensure your business is on the right path to success, make sure you have a plan or process in place that proactively addresses the next step. Have you set a date to meet again? Do you have a booking system that arranges and secures the next meeting? The end action should be to seal the deal.

5 Effective Strategies to Close the Sale

Posted on February 23, 2022July 11, 2024 by Gary Ford

Everyone is in Sales.

We all want to be more persuasive and influential with those people in our lives. In sales, no matter the industry, getting customers to say yes is the secret to increased revenue and profit. In fact, there has been more than 80 years of psychological research into why people say yes. But is there a technique that works best for your business?

Here, we’ll focus on 5 surefire strategies to help you close the sale.

1. DECIDE WHAT YOU WANT

One of the first rules to asking for the business is to know what you want. Many of us think we know what we want, when instead we are uncertain. With a specific goal in mind, we will know whether an appointment has been a success. As you prepare for a client meeting, take a few minutes to plan it out and think about the results you want.

You might want to ask yourself some of these questions are you prepare:

Why is the client coming to meet me? What is their primary need?
What needs do I foresee that they might not?
What questions do I have for my client?
When the client thanks me, what will I say?

2. MAKE CONCESSIONS

When there are two options to sell something to a client, which option do you present first? Assume both options meet the customer’s needs but they’re not the same.

Many people in sales offer the lower-priced option first because they’re afraid the customer will say no. This fear of rejection is a normal response because they take this rejection personally. Therefore, to avoid this rejection, they offer the lower priced item first in the hopes the customer will say YES.

In the banking business, each bank has a range of service charge packages that run from $3 a month to $29 a month. These service charge packages can be offered at the branch by a sales professional or customers can choose the package online. Who do you think sells more of the most expensive service packages?

Research shows the web outsells the branch staff by a ratio of 5 to 1. Why? The answer is simple: when you go on the bank website, the most expensive package is listed first and now the customer knows what is available and can make the right decision for themselves. When the customer goes into the branch, the staff don’t believe anyone would pay $29 for a package so they offer the lowest one first and therefore sell more of the lower cost packages.

3. START ON A HIGH

Startup managers presenting and analyzing sales growth chart. Group of workers with heap of cash, rocket, bar diagrams with arrow and heap of money. For business success, marketing, profit concepts[/caption]

The way you display products matters. What could be the financial impact of making a simple change in the way we offer our products and display them?

Take note of this example. A number of years ago, I was advising a sales team who sold pool tables. They were rarely selling any of the higher end pool tables and wanted to increase sales of their higher end tables. The first thing I noted was that the showroom had a random layout for the tables. There were higher priced units mixed in with lower priced tables. The first thing we did was change the layout. We set the highest price tables at the front and worked our way to the back by price so the lowest priced tables were at the other end of the showroom.

The change was almost immediate. The store started to sell more of the higher priced tables than they ever had before. Shoppers looked at the high-end tables first and loved all the features so it allowed them to see what was available before they moved on to the other tables.

Here’s another example of businesses who use this principle effectively:

Most restaurants have a wine list and often list the wine with the lowest priced wine first. Simply changing the order of the wine will increase revenue significantly.

4. ASK FOR THE BUSINESS – MORE THAN ONCE

A few years ago, I met a Boy Scout who was 10 or 11 years old in his scout uniform as I entered a mall. He had a little table set up beside him. He said, “Excuse me sir, I am selling tickets to the Boy Scout music jamboree this weekend. Would you like to buy two tickets? They’re only $20 apiece.”

“No, I’m going to be away,” I said. Before I could escape, this boy responded, “Well, if you can’t do that would you be willing to buy two or more of our chocolate bars? They’re only $2 apiece.”

My immediate response was “yes.” Later, as I was walking down the mall, I stopped cold because I had realized that something important had just happened from a sales perspective. I don’t like chocolate and this clever salesperson had figured out a way for me to give him money for the chocolate I didn’t even like.

This is a classic example of asking for the business. Even if the client says no, you can retreat to a smaller request in a way that the client will feel a certain obligation to say yes.

5. IT’S MY PLEASURE

Eliminate the words “no problem” from your staff’s vocabulary after they have been thanked by a customer. I hear it all the time and this is what “no problem” means: A customer has gone out of their way to thank you and your response is basically, “Heh, it’s no big deal. I do this for everyone…you’re not special…it’s just part of my job, and I’m not really that good so I am surprised you’re happy.”

Acknowledge the thank you by simply stating, “It was my pleasure to help you today.”

As business professionals, I also suggest you consider a magic word in sales and that word is “I recommend.” If someone is looking for a new product or service you could say, “I recommend you look at this [product/service] first. Many of our customers are now using this product and noticing an improvement in their accuracy.”

People all want to deal with people they like. Therefore, greet your customers with an enthusiastic smile and remember their names. We all respond favourably when we hear our name.

Gary Ford, a sales trainer with Integram, is author of Life Is Sales.