Marketing Interactions

Why can't selling be more like buying?

Maybe it's me, but I keep wondering why the selling process is so different than the buying process. It's simpler to frame in thought than execution, but the goal is to get buyers to buy and somehow selling doesn't match up.

When marketers and salespeople talk about selling, some of the things that come up are:

• Budget - approved and at the ready
• Need - defined project
• Authority - the person with the clout
• Timeline - within a period we think is important
• Demographics - who we've decided we want to sell to
• Circumstances - indicators we can use to sway their decision
• Lifetime Value - how much we can get from them over time
• Upsell and Cross sell - potential to sell them other stuff

When buyers look to solve a problem, [buying is the end result] some of the things that come up are:

• Reasons - why we need to change
• Risk - how much we're putting on the line
• Outcomes - what we'll get - how things will change
• Adoption - what it'll take to put this change into practice
• Characteristics - how this solution affect with what we have
• Collective - what our peers and competitors are doing
• Superiority - best practice applications
• Proof - we're making a great choice to achieve business objectives
• Consensus - getting the stakeholders to agree to a course of action

When you compare one side to the other, do you see any similarities?

Don't you think a shift is in order?

I can't help but think that if our thinking was more in alignment that our go-to-market approaches would be, as well. Not to mention the response to them...Your thoughts?

Content Marketing for Product Customization

I was reading the AMA's Journal of Marketing and came across an article, Testing the Value of Customization [Sep '09]. Several insights presented through the research had me thinking about how marketing custom and unique solutions plays out in the B2B marketplace.

Although the research was based on two consumer studies, several insights can help B2B marketers improve the way customization is marketed:

• "...the magnitude of [customization] benefits increases in line with the person's insight into his or her own preferences and ability to express them."


• "...product involvement affects the benefits obtained from customization..."


• "...true customer preferences may differ from expressed preferences..."


• "...preferences are often constructed on the basis of how the options are framed when the consumer needs to make a decision."

With the high level of commoditization across B2B products and solutions, often what differentiates a company is how they help their customers use them to gain the best business outcomes. In other words, B2B marketers of a considered purchase nearly all offer a flavor of customization based on their company's methodologies and expertise.

What marketers and companies fail to realize is that buyers—who are solving a specific problem for the first time—may not actually know their preferences. But even if they do, they often won't understand the ramifications of those preferences once they're put into action.

Marketers tend to focus on engaging decision makers, but this research may be a true indication that end users and influencers should become more of a focus for content marketing efforts. It's also another reason that marketers and salespeople need to create the ability for prospects to have internal conversations about preferences in order to make the best decisions.

From thought leadership content about the pros and cons of preferences to customer stories that expose the reality of those preferences in action, content can help frame and initiate the conversations among stakeholders to help buyers make better decisions. By striving to provide clarity around underlying issues that create confusion, content can be designed to add more value to the decision process.

Let's take a look at how each of the insights above can be addressed by content marketing.

Insight into preferences: Although personal preferences will also sway decisions, assess what you know about how your customer's organizational culture influences the decisions they make. Are they innovative or conservative? Fast movers or slow and steady? Growing or contracting? Global or regional? If your content doesn't take these factors into account, your content may not be resonating as it should.

Ability to express preferences: When presented with information about something new, we can often visualize the meaning, but have difficulty verbalizing our thoughts and reactions. The increasing use of audio, video (even webinars) can help prospects learn to articulate and discuss preferences with more confidence. 

Product involvement as benefit driver: This is one of the insights that indicates inclusion of end users has value. People who have used similar systems in the past or will see their work styles affected by a new solution will have definite ideas about what they prefer and what will have limited benefit. Showcasing the changes and outcomes can provide a foundation for preferences that's helpful to removing obstacles to the sale.

True vs. expressed preferences: In a B2B sale, the buying committee has a number of members that must come to consensus before a purchase decision is made. When stakeholders are unsure of the importance of certain preferences, they tend to move toward uniformity with the majority.

Often all companies care about is getting that consensus to go their way. However, customer loyalty and retention is a key value. Therefore we'd be better served to help our prospects dig deeper to reveal their true preferences. Depending on the gap between what's true vs. expressed, your customer's willingness to switch to get to "true" can be costly.

Framing preferences: Essentially, all marketing content and sales collateral is a frame for creating preferences. The company who does this the best from the prospects' perspective is likely the one they'll buy from.

When the difference between a decision in your company's favor or losing the deal swings in the balance, your content marketing and sales enablement strategies can provide the competitive differentiation that sets your company above all other choices.

How you market customization is worth considering, don't you think?

Lead Nurturing is NOT About Campaigns

Content marketing is being used in all types of formats. There's the big bang eBook launch, the white paper promotion, the 3 touch plus sales offer approach, the quarterly webinar and other "standalone" configurations based on a short-term time frame. Unfortunately, none of these is actually lead nurturing for a complex sale. These are campaigns.

A campaign is generally a short term focus with a defined goal like - Generate 100 new leads or add $X to the pipeline forecast. Your buyers could care less because the very structure of a campaign is all about what your company wants to achieve, not what your buyers need.

A solid lead nurturing program extends at a minimum across your average buying cycle and even beyond. Lead nurturing is about providing useful content your buyers find valuable because it helps them think about, evaluate and solve their problems to create desirable business outcomes.

I know what you're thinking. "Heck, I'll just stream all my campaigns together and it'll be a lead nurturing program."

Nope. That's not it.

Why?

Because it's highly unlikely that you'll end up with a consistent and useful storyline that builds engagement with your buyers. This is because campaigns tend to hop around. Campaigns are the equivalent of ADD for marketing. They lack commitment so it's easy to flip your focus to some other trendy topic and head off down another path with each new campaign you create.

What's the result for your buyers?

• Disappointment that content they were interested in has reached a conclusion without providing them all the insight they needed to make an informed decision.
• Confusion about the actual value your company provides.
• Diminishing relevance that results in their attention moving elsewhere to get what they need.

Put yourself in your buyers' shoes and imagine you're trying to solve a specific problem.

• You find an article that speaks to that problem and follow the link to the website.
• You register for and download a related white paper while you're there.
• Over the course of several months you receive related information that helps you learn more about what you need to know - but you still have questions and have to convince the other members of the buying committee that this company can help.
• Next month you get an email promoting the value of a different product.

Yep. One campaign ended and another one began.

From the buyers' perspective, how interested are you now?

If your sales cycle is averaging 9 months, how effective is a strategy that dictates the launch of a new campaign focus every quarter? (Product A in Q1, Product B in Q2, Product C in Q3, etc.)

Instead, consider creating a nurturing program that educates your buyers step-by-step across the entirety of their buying cycle.

To do this you must know your buyers very well. You need to think in terms of problem-to-solution scenarios, not product lines when you create your content strategy and editorial calendar. Roll that eBook, white paper and video into your nurturing storyline. When you have an editorial calendar that extends across the buying process you can weave in your various content formats to both generate new leads and increase the engagement you're building with your leads over time.

The gist is that short-term campaigns are created for your benefit and nurturing programs are created to benefit buyers.

Which is going to get you farther in the long run?

23 Reasons Why Content Marketing Fails

I've seen some strange things happen to content. In an effort to help you get the most out of your B2B content marketing efforts, I thought I'd shed some light on the kind of stuff that can derail your attempts to gain the attention of your prospects.

In no particular order of importance, here's the top 23 that come to mind: (plus additions submitted by others)

1. Hiring an expert to develop content and then revising it to insert all those "me, me, me" terms and phrases that are noticeably absent.
2. Only use a content resource once and then archive it somewhere offline.
3. Sending out whatever content is at hand to your entire list every month.
4. Not creating a content strategy BEFORE you develop content.
5. Following up a great early-stage content offer with a pushy sales offer.
6. Creating great content but lousy email messaging that fails to get prospects to click.
7. Sending a great email message linked to lousy content.
8. Deluging your database with too many emails, too often.
9. Not measuring response beyond opens and clicks so you have no clue which content is working, or why.
10. When your website content is NOT in alignment with your nurturing content - hence confusing your prospects when they do click through.
11. Landing pages that bear no resemblance to the message in your email.
12. Promising a deep topic dive and delivering a surface skim.
13. Customer success stories that are all about your company, not your customers.
14. Changing focus with every nurturing touch so your prospects are totally confused about what's in it for them.
15. Covering too much because you aren't sure what's relevant to your audience and want to make sure something sticks.
16. Stopping prospects who want your content with lengthy forms that keep them from getting it - do you really need to know all that stuff right now?
17. Launching a blog to talk about your products.
18. Tweeting only about your content and company.
19. Using pre-sales marketing content for your customer base.
20. Giving salespeople early-stage content for use with sales-ready leads - even worse when it's stuff the leads have seen during nurturing.
21. Sending the same email with alarming frequency and repetition to train your prospects to ignore you because you obviously have nothing new to add to the conversation.
22. Disappointing your prospects with a great white paper offer because it's outdated. Just because it was good 3 years ago doesn't mean it shouldn't be updated before it's reused.
23. Only using 3rd party content so your prospects have no clue whether or not YOU know what you're talking about.
    
    Updates and additions to the list:
24. Burying your content in a complex web navigation scheme where visitors have to WORK to find it. (via Jonathan Kranz)
25. Favoring impressive-sounding, abstract jargon over precise, detail-rich stories. (via Jonathan Kranz)
26. Taking a "goody two-shoes" Pollyanna approach that never acknowledges the problems/challenges customers/prospects really face. (via Jonathan Kranz)
27. Failing to provide an easy way for readers to share your online content. (via Caroline)
28. Forgoing new media content--video, podcasts, webinars, etc. (via Caroline)
29. Thinking compelling content must be long and complex and forgetting that simple, interactive content can provide high value when executed well. (via Susan Fantle)
30. Only publishing content in one format. (via Sarah Mitchell)
31. Employing great content without well-planned follow-up. (via Sima Dahl)
32. Lack of unique content written with a conversational tone. (via Dennis)
33. Assuming you know what buyers want to know better than they do (via Melissa)
34. Following great content with company focused pablum (via Melissa)
35. Calling even when I've checked the box that said, just curious (via Melissa)
36. Thinking your content job is done with 4 or 5 pieces! (via Melissa)
    

Thanks to Jonathan, Caroline and Susan, Sarah, Sima, Dennis and Melissa for your contributions! Love it!

The list is growing...come on, what else?

What have I forgotten? Leave a comment and I'll add yours to the list.

Genoo Puts Microsite Marketing Automation on the Map

While I was in Minneapolis last week, I had the opportunity to see some of the latest developments for the upstart marketing automation company, Genoo. As of today, they're out of Beta in full public release with a growing roster of companies that are generating valuable business results.

Genoo has lead scoring, email marketing, salesforce.com integration, lead profiles, landing pages segmentation tools and auto responders, like many other marketing automation SAAS providers, but let's get to the uber cool stuff.

There are a couple of things that set Genoo apart:

Microsites: Being able to manage your online marketing content in real time is critical for B2B marketers. If you're stuck in the IT queue, it may be time to consider deploying a themed microsite (or two) that focuses strictly on sharing the educational and expertise information your buyers need to know. Genoo gives you the microsite and content management tools to make this happen. Yes, for business users.

Lead Sequences: Regular drip campaigns require marketers to put a stake in the ground and assign leads to a nurturing campaign or track. With Genoo, you can do this, but you can also create rules that allow for the system to assign them to additional tracks of interest or reassign them altogether based on the content they view at your microsite.

This way, if your leads' interests change from one problem scenario to another, they can get the information that's just right for them. That's pretty darned cool. It also puts a whole new spin on relevant follow-up.

Traveling Forms: (this is my name for them) Yes, you can create lead capture forms on the microsite in about any configuration imaginable with a few clicks. But your microsite is no longer just a marketing silo.

You won't want to forego the lead generation potential of your corporate website, or have separate form collection that's not integrated with your marketing efforts. Now you can also embed Genoo forms in the appropriate places on your corporate website and collect those leads into your Genoo lead database, inserting them into the appropriate lead sequence of communications. How's that for consolidating your marketing efforts?

Genoo also has some other cool developments in the works that will be coming soon. When I spoke with Kim Albee, President of Genoo (yes, she's my sister) she stated that most of the new functionality and tools for the Genoo platform are being co-developed with their clients. She wants to make sure that each new feature truly addresses customer needs and functions in the way that produces results for them. A good example of embracing the customer perspective as a way of developing the business.

But, don't take my word for it.

You can hear a customer interview with Kurt Theriault of Business Efficacy and download the case study about how Vision Solutions is using Genoo to share a serial eBook with their leads over time that's become their "number one lead generation vehicle from cost-per-lead and quality-of-lead standpoints," according to Ed Vesely, Sr. VP of Marketing.

And, the pricing is reasonable enough that you can do a whole lot more with a whole lot less than you thought. 

You can also read the review by Tom Pick at WebMarketCentral blog.

eBooks: Rolling Thunder and High-Tech Direct Marketing

As a Friday special, I'm sharing two eBooks that I think you'll agree provide valuable insights.

Rolling Thunder: Powering Momentous Launches

If you're still of the mindset that launching a company, new product or service culminates in one big bang announced by a press release, think again. Rebel Brown (@rebelbrown) makes a terrific case that dispels that myth in her new eBook. 

She says, "Successful launches leverage a series of interactions, laying the foundations for market success before the ‘announcement’ ever happens. Great launches build momentum over time to propel a product or company into the market, far above the noise and with sustainable credibility. Rolling Thunder launches increase in power over time..."

In case you need more motivation to download the eBook, consider that over 60% of executives say they are less than satisfied with their launch results. Wow. Sounds  like it's time for a change, doesn't it?

Rolling Thunder launches create momentum that propels you into the market. Rebel wouldn’t launch any other way. Once you let the thunder roll, her bet is you won’t either.

Download the eBook to change your perspective and gain better launch results measured by revenue generation.

The High-Tech Direct Marketing Handbook, by Howard Sewell (@HJSewell) provides more than 65 tips for B2B demand generation. Howard says the handbook is useful for marketers undertaking their first demand generation effort all the way up to software giants launching a new suite of procucts.

This handbook, now in its 4th edition, is a compilation of the many tips, techniques and strategies shared over 14+ years on our blog and in the enewsletter that preceded it. It includes recommendations to help you:

• develop a more effective campaign strategy
• choose media most likely to match your ideal audience
• create a powerful, compelling offer
• build creative that gets the reader to act now

Download the eBook here with a pretty painless registration page. It's worth the effort.

Marketing Content Needs a Business Reason

Marketers who embrace demand generation and lead nurturing programs must generate a lot of content to keep those programs running. Just any old content won't get the job done. Regardless of the role (audience / segment) your content is designed to engage, it must lead with a business reason that resonates with your prospects and customers in order to get their attention.

This has been said again and again. It's something we all know, but it's sometimes not easy to define when developing marketing content. 

The business reason should be up front and obvious. Without one, people won't engage with you over the cycle of a complex sale, nor will they buy from you.

To be clear, a business reason should:

• have movement - increase, decrease, accelerate, grow
• add value - improve, simplify, drive, eliminate, connect
• integrate - merge, pull, push, combine
• align with objectives - match, parallel, cooperate

A business reason is not:

• a sales offer
• discounted pricing
• a free iPod, tshirt or Starbucks gift card
• your product or solution
• based on a request for information

Every complex purchase decision today must be supported by a business case. This means our content, communications and conversations must revolve around the desirable outcomes, obstacles to goal achievement, and the attainment of strategic objectives.

You may get a lot of response from that iPod offer, but how many of those leads actually turn into sales opportunities with a high propensity to buy?

We've got to change our mindset from hitting the numbers to attracting the quality with our demand generation programs. Otherwise we're just feeding our funnels full of activity that fills our already maxed-out days instead of interactions that drive revenues and value for our companies.

The next time you want to tell everyone about the great new feature your product development folks just rolled out, STOP.

Ask yourself what impact that feature delivers to your customers.

Find out how it delivered that impact.

Collect the evidence available to support your claims.

Got the deets?

Great! Now, write your marketing content based on the business reason.

Spam is not Marketing Content

Okay, I've had about enough of this mindless, self-serving, me-me-me focused spamming. It was bad enough when it happened via email. Now it's happening with alarming frequency on LinkedIn, Twitter and Blogs.

Can't people restrain themselves? Do they really think that pelting people with irrelevant messaging is going to help their cause...or their companies?

Nobody likes it, so KNOCK IT OFF!

Calming down now. But chime in if you've experienced any of these lately:

A Tweet promoting some schlocky link made by a Twitterer you don't know and wouldn't associate with if you did. These look like this:

"best web affiliate programs on the planet [insert link here] @twitter1 @twitter2 @yourtwitterhandle"

Doesn't that just frost you over? We all hope people are smart enough not to pay any attention, but seriously...these idiots are trying to ride off your followers, credibility and good name.

A LinkedIn email sent to the list of a group you belong to that's a promotional piece of garbage along the lines of be my partner or use my products. Even worse is when the exact same email comes from many of your groups. Ah, yes, there's nothing like the smell of batch and blast in the afternoon.

These look like this (yep, here are excerpts from today's inbox):

• Subject: Special Announcement from Small Businesses Forum Members: Become a [Company Name Removed] Reseller

I am writing to you to discuss a business idea. My company is a website design company based out of NJ and we are a part of a 20 year old group named XYZ Corporation.

My company designs not only great looking websites for small businesses but these websites are high on features as well. Websites developed by us have content, features and functionalities needed by different verticals. All this at a “pay as you go” model wherein we charge a low monthly fee. Our websites come at 199 USD one time setup and 39 USD per month fee.

I wanted to explore a partnership with your company wherein you can offer our product to your network base and make a healthy return every month from each sale thus generating a considerable source of annuity income apart from using this as a marketing tool thereby adding value to your marketing efforts for your core offering...

[I also received this exact same email individually from the person. You know, in case once was not enough.]

Does this person think that I actually find my partners through unsolicited "me, me, me" messages? Do they think I'll be impressed with their unsubstantiated claims? This is not a good way to build the kind of awareness these people are hoping to achieve. The sad part is that I receive these kinds of messages several times a day. They smell of desperation and throw up flags that say - Run Fast. Danger Ahead.

Self-Promotional Comments on your blog posts that are purely to try and pull your readers to the spammer's website.

I'm talking about comments like:

"[My website] is a great resource for [your blog's subject matter] Click here."

Don't get me wrong. Contribute a thought about my blog post and then suggest a related blog post or article that you think will extend the ideas of that blog post. I'm all for expanding the conversation with useful information. There's a lot of good stuff out there and it's value is amplified when connected with other "like" content. But promoting your own stuff without consideration for the blogger, the topic under discussion, or the audience is intrusive, rude and will get you deleted, or even reported as spam.

Just because technology enables people to communicate, doesn't mean they should do so mindlessly.

So what is it with these people?
Do they want their reputations trashed? Or don't they care?

Do people actually respond to this stuff? I guess they must or else this type of garbage would die off. I just can't figure out why anyone would bother. These are the kind of people we all seek to avoid at social gatherings and would never consider doing business with.

Then again, when people behave badly they actually do great marketers a favor. Because the difference is startling, there's an instant recognition of something worthwhile with relevant content. Those inconsiderate, irrelevant people end up actually broadening the attention span available for marketers who focus on communicating something valuable to their audience.

Like a breath of fresh air.

There's a huge difference between marketing and spamming.

Marketing is respecting boundaries and interacting with people who have a high degree of likelihood of finding value in the message you send. It's about being considerate, helpful and generous.

Why Storytelling is Critical for Business

Kathy Hansen of A Storied Career has compiled her interviews with 40 storytelling practitioners (me included) into a topical eBook that's a must read for businesses trying to raise their level of  personalization and develop relevant dialogues with customers, prospects and employees.

The contributors share examples, experiences and insights about what stories are, why they work and how they work in best in a variety of situations—including marketing, sales and branding.

Below are a few brief snips of what you'll find in the eBook:

"The implications of Web 2.0 and technological innovation on humankind are staggering. As I like to describe it, “the means of story production have become democratized”. … In a complex, interdependent world where worldviews and value systems collide, we naturally turn to storytelling as our most basic coping mechanism for making sense and meaning of everything around us." — Michael Margolis

"Savvy media gurus have come to realize that storytelling is the quickest and most relevant way to share information… everything is speeding up… In today’s faster paced time, storytelling is essential because [it] captures the listener." — Annie Hart

"In our world of 24/7 news feeds, social media, etc., we are trying to drink from a firehose of information, and we’re finding ourselves bowled over yet still thirsty. … The storytelling movement is about restoring — “re-story-ing” if you will — a more authentic means of learning from each other and drawing meaning from our own experiences." — Sarah White

"Leaders are looking for new ways to understand what’s really happening in their organization. They are looking for better ways to engage and better ways motivate people. Stories are integral to the new ways of working in complex environments." — Shawn Callahan

"Mostly I think the reason is the control people are exercising over selecting what information they spend their time with. There are more choices than ever before, people are busier with limited time, so why would they choose to spend that time on things that don’t meet their needs? The more personalized and relevant information is to the person presented with it, the more engagement is possible. Storytelling is in our genes." — Ardath Albee

There's a wealth of information and insight in this eBook that can help you see how and why your B2B marketing and sales content and conversations can shift to more effectively engage people based on providing valuable information in more accessible ways. When people can actually visualize what it would be like to do business with you, engagement follows.

Go download the eBook today and pass it on to others.

Sales 2.0 Conference: Creating a More Productive Sales Pipeline

Lee Levitt of IDC's Sales Advisory Practice presented the keynote making a case for a measurement framework for creating a winning sales pipeline based on ensuring every player participating in the sales process knows their role on the team to contribute effectively to increasing win rates.

Following on Gerhard Gschwandtner's opening remarks, Lee expands on the theme of the Internet turning selling upside down. He stated, "The 4th Quarter of 2009 is the most important quarter of the decade." Companies will either set themselves up to win in the future, or set themselves way behind by not proactively embracing the changes needed to stay in step with market changes.

Takeaways:

Increased Focus on Outcomes
Lee shared that companies who really get it are creating a new role to help: VP of Customer Outcomes. This person's responsibility is to ensure that the right things happen for customers--at all stages of their relationship with the company. The business objective is to increase overall shareholder value and this outcome is something that cannot be measured with CRM.

Do More Disqualifying
Companies need to get better at prioritizing the opportunities they spend time and money on selling. Every deal is not a fit for your company. By disqualifying and walking away from those prospects who aren't either likely to buy or a good fit your sales team can exponentially increase wins, revenues and sales effectiveness.

Sales Preparedness Needs Improvement
IDC Enterprise Panel research in January 2009 found that only 1 in 5 salespeople are extremely well prepared for an initial sales meeting. Fifty-seven percent were either NOT or only somewhat prepared.

Lee suggests that salespeople dump the PowerPoint decks and ask guided questions instead. However, in order to ask those questions, salespeople need to accumulate knowledge about their prospect's businesses. Examples include not only knowing how the supply chain works, but in also knowing where the hiccups are. By addressing real business needs, instead of asking your prospects to educate your reps, they'll be more likely to develop engaged customers who want to know how your company can help them be more successful.

Know the Words Your Customers Use
In a recent survey of buyers, the word "solution" didn't show up in the top 50 choices. This once again shows the disparity between how sellers sell and how buyers buy.

"A solution is a canned answer to a need that doesn't exist."

Reconstructing the Pipeline Approach
Lee insists that we need to restructure how sales and marketing work together to co-create a go-to-market approach focused on customers. When he asked the room how many of us defined a lead with input and agreement from both sales and marketing only several hands were raised.

5 Critical Factors for successful reconstruction:

1. Customer Intel
   
   • Profile activity and interactions
   • Learn the digital footprint
   • Define patterns and event triggers
   • Plan for every single call - yes, every one.
   • Ask Important questions:
     Why will the customer buy from us?
     What will happen if they don't?


2. Lead Management
   
   • Score your leads
   • Map lead flows
   • Manage leads based on quality and probability based on value
   • Evaluate cadence (frequency approach)
   • Evaluate marketing and sales on same metrics
   
   
3. Resource Optimization
   
   • Use the resource that fits the task - top sellers shouldn't be doing tasks lower cost resources could accomplish
   • Disqualify - early and often
   
   
4. Process Improvement
   
   • Evaluate activity and equate it to results
   • Identify and remove time sinks
   • Make decisions based on analytics, not gut
   • Sales reps get paid to talk - not dial
   
   
5. Sales & Marketing Alignment
   
   • Compensate sales and marketing on same metrics
   • Create joint goals

Lee also suggests that lead creation should be addressed prior to creating a lead scoring process. If the leads your company is generating aren't appropriate in the first place, scoring them is self-defeating.

The gist of Lee's keynote was that companies need to recreate how they're selling with a focus on sales enablement through customer knowledge that produces the sharing of the right information at the right time—conversationally—with the right leads.

At the end of Lee's Keynote, Gerhard asked the crowd if their salespeople were "chasing garbage trucks or BRINKS trucks?" Something to think about...