Archive for Marketing & Sales
Rapport: The Key To Sales
Every sales person knows how important good communication is in building business relationships. But have you ever thought about what it takes to build instant rapport with anyone? One time I was on a business trip, and due to a series of events I had to get a hotel room with no reservation. I called [...]
Read moreThe Shortest Path to Higher Revenue
The fastest way to find out what your next customer wants to buy, and how they want to buy it, is to ask your previous customers what they were looking for and how they went about buying it from you. In other words, if you want to increase your revenue, reverse-engineer your successful sales.
Read moreAre You Ready to Declare War?
There are millions of companies in the world. Most fail far short of the owners’ ambitions. You would think they fail or frustrate for millions of reasons. But there are really only four. How can that be? Only four? Yes and I will explain. Let me start with the first: Your Company Sucks: It’s Time [...]
Read moreHow to Speak American: Building Brands in the New Heartland
“I think the Heartland is a nice place to raise children. People are nice, but they’re dumb, overweight and gullible. They wear tacky clothing and jewelry. They’re racist, unworldly and dumb.” Marketing executive in New York City If you are reading this column, you most likely play a role in building brands. You may even [...]
Read moreForget Brand Preference – Win the Brand Relevance War
There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Brand Relevance The first and most commonly used route to winning customers and sales focuses on generating brand preference among the brand choices considered by customers, on beating the competition. Most marketing strategists perceive themselves to be engaged [...]
Read more