Rhonda Sunnarborg

Rhonda Sunnarborg

MotivAction
Rhonda works with companies to improve the effectiveness of their business channels by addressing key questions: How do you get distributors or dealers to support your full line? How do you get more mindshare of dealer salespeople? Do you need to figure out who your end-customers are? Rhonda has more than 20 years of B2B experience working with Fortune 500 companies to change the behavior of dealers/distributors, sales people, and employees. She is a member of the Business Marketing Association and has served on the national board for Recognition Professionals International.
  • 2 comments 929 reads
    Posted on 2012-01-16

    “Why Best Buy is Going out of Business… Gradually” has hit a national nerve (http://tinyurl.com/89dydhr). In the two weeks since the Forbes’ article posting, it’s exceeded 2.6 million hits and has prompted scads of confirmatory comments.

    Yes, key metrics are cited (the stock losing 40% of its value in 2011, its P/E of 6.23 vs. an industry average of 10.20, and an average analyst rating of B-). However, to discover the real reason for Best Buy’s downfall, author and Internet industry analyst Larry Downes proposes a simple test: “Walk into one of the company’s retail locations or shop online. And try, really try, not to lose your temper.”

    Apparently, that’s where our collective experience kicks in. If you’ve ever approached an employee in blue to help you buy a PC, tablet, speakers, or cable, chances are you know the challenge. (I failed Downes’ test last weekend when I heard, “That’s not my...

  • 0 comments 1,776 reads
    Posted on 2010-08-31

    In Alan Murray’s 8/21 Wall Street Journal article (http://tinyurl.com/2gxxy3g), he mentions that when the Journal’s CEO Council was asked to name the most influential business book, many members cited Clayton Christensen’s The Innovator’s Dilemma. What does Christensen say about innovation that is so compelling? Murray summarizes:

    “That book documents how market-leading companies have missed game-changing transformations in industry after industry—computers (mainframes to PCs), telephony (landline to mobile), photography (film to digital), stock markets (floor to online)—not because of ‘bad’ management, but because they followed the dictates of ‘good’ management.

    They listened closely to their customers. They carefully studied market trends. They allocated capital to the innovations that promised the largest returns. And in the process, they missed disruptive...

  • 0 comments 1,829 reads
    Posted on 2010-08-25

    Did anybody else read the 8/19 Fast Company article about Blockbuster? (http://tiny.cc/dx8kw) In it Kevin Lewis, the head of Blockbuster’s digital strategy, makes the following comment about their competition in the phone app market:

    “By the way, my biggest competitors in this space are not Amazon, Apple, and Netflix. My biggest competitor is: What the heck is this thing, and how does it work?”

    Touché. Setting aside the often-complicated world of smartphones and the galaxies of available apps, one thing is true – in any business: your customer gets to decide who your competitors are.

    That’s arresting. We may think we know who we’re up against, but do we really? Your biggest competitor may be do-it-yourselfers or a standard-setting company outside of your industry, like FedEx. Companies that seem light-years away from your company may be creating new expectations...

  • 0 comments 1,092 reads
    Posted on 2010-07-19

    In an attempt to fill the gaps in my pop culture knowledge, I recently watched the last season of the acclaimed series, The Sopranos. My favorite scene? Sitting in his psychiatrist’s office reflecting on his close brush with death, his wonder at being alive, and his unrelenting problems, Tony Soprano confesses: “I realize now that each day is a gift … just, does it always have to be a pair of socks?”

    We all have days when we feel like Tony—a customer’s legitimate complaint, a technical failure, an untrained employee passing along bad information, an error that you catch only as your presentation hits the giant screen in front of hundreds. Another pair of socks? Perhaps. But it’s also an opportunity to begin to connect the dots and better understand the problem.

    Is it an isolated issue or part of a larger pattern? (As my first manager was fond of saying, “How many cars have to go by before it’s a train?”) And so the digging begins. What’s the cause...

  • 0 comments 1,579 reads
    Posted on 2010-07-01

    Originally posted at www.eginsight.com/news

    In accepting the Cecil B. DeMille Award for lifetime achievement in motion pictures, filmmaker Martin Scorsese quoted Faulkner: “The past is never dead. It’s not even past.” That got me thinking…

    Maybe that’s why your customers keep bringing up issues that you think are long resolved—the need for proactive support, responsive customer service reps, or trained technical staff. To you, it’s history. To your customer, it’s not even past. Your company’s “old” performance failure could still be bothering them—chipping away at their confidence and having them wonder if you can meet their company’s needs in the future.

    So, how do you know if something is still bothering your customers? How do you help your customers move from “you didn’t fix this fast enough” to “I know I can rely on you”?

    The answer: You have a different kind of conversation — one which allows you to dig deeper, to...

  • 0 comments 1,320 reads
    Posted on 2010-06-09

    Originally posted at www.eginsight.com/news

    Folk singer Judy Collins, recalling one of her early encounters with Bob Dylan, said: “I saw this schlubby-looking guy singing Woody Guthrie songs badly…I thought he was so pathetic. But then I heard Blowin’ in the Wind, and I couldn’t believe that this rumpled guy could have written such a breathtaking song…then I realized that this guy is brilliant and I became a passionate, passionate fan.”

    What changed Collins’ perception from schlubby to brilliant? The power of hearing Dylan—in his own words.

    Nothing is as powerful as hearing directly from our most valued customers. Do you want to find out what your company is doing well? Do you need to find out what you must improve? Do you need to know how your customer’s world is changing?

    We all don’t speak in poetry, but we’ve all had our turn at being surprised by what our customers are telling us. That’s why it’s important to have structured...