Being in the strategic marketing arena for more than 25 years, it still somewhat surprises me when clients and their colleagues assume they know more about the field than my fellow marketing professionals or I do. But, what I’ve come to realize is marketing is...
New tools for the toolbox: What’s really new about cross-media marketing?
As I look at the end of this year and get ready for the next, I think about what to improve upon or do a bit better. One thing that comes to mind is a clearer understanding and use of the different on-line marketing techniques that exist today, techniques that utilize...
Sizzle or substance? Execution is the real big idea in business development and marketing
Recently, I had the opportunity to meet with a prospective client who said, “We can’t wait to hear your ideas.” I took that as simply a part of our conversation, and not necessarily an important part considering the many challenges they faced. But it got me thinking...
We may need to sell cheaper – but not any less: Maximizing today’s communication tools
As businesses keep evolving and finding ways to function more effectively and efficiently, I’m noticing continuous improvement in managing the cost of sales. The process itself has significant overhead, with some estimates as high as $600 to $800 per individual sales...
Success in sales? Know thy brand – Revisiting the basics: Company vision, core values and USP
It still amazes me when I speak to some salespeople—particularly those who represent a huge brand their company has spent tons of money to develop—that they can’t articulate brand basics: vision, core values, and unique selling proposition. So, let’s revisit the...
Developing your database: Getting back to basics – Protect it, nurture it and grow it
I recently had the opportunity to speak to a group of businessmen that represented large companies with sales of $50 million or greater. I asked a couple of questions about their marketing and sales efforts, and we talked about a number of things that were...
The business of referrals? Give and you shall receive.
What’s your typical conversation starter? Does it focus on the weather? A local sports team? House business? I always talk about having a plan for your sales call. And part of that plan includes starting off the conversation in the direction you want it to go. How do...
Commit to these marketing cornerstones, and watch your business grow
Doubts and second guessing are the bane of true potential. We’ve all seen a golfer who suddenly thinks he’s using the wrong club or hasn’t lined his shot up right. The result? A bogey or worse. The same holds true when it comes to committing to a marketing plan. Folks...
GROW – Growing Business Measurably
To those of you interested in growing your business, On March 8th, we will conduct our first GROW meeting of 2013. If you have never been to one of the meetings, we combine knowledge sharing, marketing and sales tips with take home value and some laughs. If you’ve...
In business as in life, it’s all about what really matters.
Since my last column, a lot has changed for me personally. My home was washed out, and our business went without power for a week. I’m one of the folks who was hit a little harder by Sandy, and I wanted to share my experience in terms of how it might relate to you...
Beyond the pitch? The person.
As salespeople, we all know how to communicate what sets our product and service apart from the competition. Whether it’s 24/7 service. The largest inventory. Your company’s added value. Yet, many of us fail to realize what else we bring to the table: our decidedly...
Planning or failing?
Funny thing how we all assume we have a plan. Everybody throws the “plan” word around like it just happens. But the plain fact is it doesn’t. Because if we don’t have a plan—a written plan—with specific goals and specific action steps to achieve those goals, we don’t...
Beyond the pitch? The person. What you bring to the table is your unique perspective
As brokers, we all know how to communicate what sets our product and service apart from the competition. Whether it’s 24/7 service. The largest inventory. Your company’s added value. Yet, many of us fail to realize what else we bring to the table: our decidedly unique...
Perception or reality? Frequently the two are vastly different! Let the truth be told.
We’ve all heard it said that perception is reality. But the fact is our perception (or, rather misconception) of reality can be a real problem. Recently, I asked one of my clients what their strengths were. They stated five or so assets that they felt provided very...
What’s in a lead? Opportunity if you make an absolute 110% best effort to follow-up
Leads. How did the word originate? And, what approach do people take to them? Basically, a lead is a prospect’s or suspect’s name that eventually can turn into a sale. Literally, the lead leads you into a sale or a transaction. Over the last year we’ve been working...
What’s in a lead? Opportunity.
Leads. How did the word originate? And, what approach do people take to them? Basically, a lead is a prospect’s or suspect’s name that eventually can turn into a sale. Literally, the lead leads you into a sale or a transaction. Over the last year we’ve been working...
Ready, set…plan! For most businesses, a plan that produces action produces results
Funny thing how we all assume we have a plan. Everybody throws the “plan” word around like it just happens. But the plain fact is it doesn’t. Because if we don’t have a plan – a written plan – with specific goals and specific action steps to achieve those goals, we...
In business as in life, it’s about what really matters-Help your clients see how important you are
Since my last column, a lot has changed for me personally. My home was washed out, and our business went without power for a week. I’m one of the folks who was hit a little harder by Sandy, and I wanted to share my experience in terms of how it might relate to you...
The Changing Playing Field Of Tradeshows
In recent years tradeshows have experienced the very sort of highs and lows that make most entrepreneurs wonder why they don’t just cash in for a regular nine to five alternative. The Eighties and Nineties were a boon to the tradeshow and exhibit industry. Companies...
A changing playing field: Today’s tradeshows take on a new style and emerge with increased effectiveness
In recent years tradeshows have experienced the very sort of highs and lows that make most entrepreneurs wonder why they don’t just cash in for a regular nine to five alternative. The Eighties and Nineties were a boon to the tradeshow and exhibit industry. Companies...