Lead-Generation Case Study: How Multiple Touches Can Lead to Profit MultiplesPaul McKeon
Salespeople are notoriously poor in following up on qualified leads. In fact, experts say, sales does not follow up on more than 70% of leads. Why? Field salespeople in most ...
Loving Your Way to Loyalty in a B2B WorldJill Griffin
Much has been written about how business-to-consumer firms show their "love" to customers and win loyalty in return.
But how about business-to-business customers? How do savvy firms love these buyers and ...
Not Just Sweet Nothings: Writing Words of Love to Your CustomersJonathan Kranz
It may be awkward to openly acknowledge it, but every sale is a kind of seduction. As marketers, we make introductions, pursue courtships and hope for consummation—the sale.
How to Make Your CEO Swoon Over MarketingRoy Young
Does your CEO love marketing? Does he or she recognize that marketing is the engine of the enterprise? And does he or she empower marketing to improve performance?
Does Your Company Suffer From Short-Visit Syndrome?Todd Miechiels
Imagine if half the people that called your sales team hung up within 10 seconds. There are not prospects they were cold-calling either, but interested people calling them. Heads would ...
Marketing Challenge: How to Sell ServicesHank Stroll
How would you sell computer repair services? Fast, friendly, and reliable? That kind of language speaks to the company's opinion of itself, not necessarily what it can do for its ...
Truce! Ending the War Between Sales and MarketingBill Babcock, Bill Koss, Bill Rozier
Most companies have a serious problem: Sales hates marketing, and marketing despises sales. Marketing is having great success generating leads and uncovering opportunity. But sales has no respect for what ...
What Your Worst Customers Teach You About LoyaltyJill Griffin
Customers—even bad ones—are our best loyalty teachers. In fact, the lessons gleaned from "problem" customers are often rich and long-lasting.
Consider the following less-than-ideal customer types and some of the ...
Is Your Purchasing Department Stripping Value Along With Reducing Costs?Jeff Thull
There are two big problems with today's purchasing departments. Most obviously, purchasing is incented to save dollars of cost, a mandate that too often means dollars of value are lost. ...
Marketing Challenge: Warming Up Cold CallsHank Stroll
In most of the US, the winter weather outside is frightful, but that's no reason for cold calls to feel the same way. Small business personnel typically do multiple jobs, ...
Three Strategies (and How to Use Them) to Make Your Sales Funnel Flow FasterMichael Webb
When your company is well synchronized with market needs, prospects buy and money flows. Unfortunately, few companies can maintain a constant flow. Salespeople churn out demonstrations, samples and proposals. Marketing ...
Seven Common Sales Challenges That Prevent Executive Buy-InJeff Thull
Gaining access and connecting to executive decision makers is a challenge of most sales professionals.
Here are seven common challenges that sales professionals need to resolve in order to effectively ...
Webinars Aren't Just for SellingBob Hanson
While a marketing webinar is the most common use of one-to-many Web collaboration services, it is by no means the only way of leveraging Web events.
Webinars, which offer a ...
Is It Time to Revamp Your Communications Plan?Barbara Bix
If your sales cycles seem to be dragging, it may be time to revamp your communications plan.
Done well, your communications programs can generate demand for your solutions, create ...
Do You Really Understand the 80/20 Rule?Matthew Syrett
Few rules are more widely quoted in marketing today than the 80/20 Rule, which states that 80 percent of your sales come from just 20 percent of your customer base.
How Web Content Can Shorten a Complex SaleDavid Meerman Scott
Savvy marketing professionals understand that sales and marketing must work together to move prospects through the sales pipeline. This is especially important in the complex sale with long decision making ...
What Makes a Successful Salesperson?Nido Qubein
What makes a successful salesperson?
Is it the right product? The right attitude? A certain mastery of a skill set?
All those things help. But they don't go far enough to ...
Have You Filled Your Marketing Funnel?Michael Perla
At its essence, the marketing funnel is an effective tool to use in evaluating what activities you are successfully executing along your closed loop marketing process—branding, targeting, closing deals, and ...
The End of Solution-Based SellingJeff Thull
The way most companies are selling solutions just doesn't work in today's business world. Things have gotten so complex that most customers can't even comprehend what their problems are, let ...
How Marketing Should Communicate (So Sales Will Listen)Alison Chandless
Let's face it, sales people are notoriously hard to impress—even when you can get their attention. They tend to be very opportunistic learners; they want information when they need it, ...