Three Effective Ways to Open a Sales LetterErnest Nicastro
Your direct mail package clears a major hurdle when your prospect opens the envelope.
The moment of truth has arrived. The next 3-5 seconds will largely determine whether your marketing ...
Marketing Challenge: Setting Your Marketing BudgetHank Stroll
This week: How does a business determine how much to devote to its marketing budget?
Unfortunately, there's no magic number or formula. The most common answer is, "It depends."
If a Lead Falls in a Forest, Does Anyone Hear?M.L. Hartman
Generating leads is easy. There, we've said it. Pick a decent list, say something meaningful, toss in an offer, and plenty of folks will respond. Plenty. If you want more, ...
Marketing Challenge: Bundling ServicesHank Stroll
This week: It's rare to find a fast-food restaurant that doesn't offer a combo that's a better deal than each item purchased separately.
Does it make sense for service businesses ...
Effective Marketing Copy: It's Not Just About BenefitsMike O'Sullivan
You've heard it many times: If you want your marketing materials to do their job, you have to stress benefits, not features. Ultimately, your target readers don't care about what ...
Marketing Challenge: Educating Clients About the Sales ProcessHank Stroll
Read your ideas to solve this week's marketing challenge: What's the best way to educate clients about the sales process?
Also this week, what strategies do you take to bring ...
The Worst Thing About Best PracticesMike McLaughlin
Few "tools" are more widely abused these days than so-called best practices. It's no wonder that most banks, supermarkets, airlines, retailers and professional services firms look astonishingly similar--they've been busy ...
Value Creation: The New Core CompetencyJeff Thull
If you're competing on price, you'll never achieve maximum profitability. Instead, everyone's job must become value creation.
But are you sure that you're providing value to your customers?
Even if ...
Secrets to Closing the SaleBarbara Bix
There are many reasons for not closing a sale.
In today's climate of information and work overload, an increasingly common reason is that prospects don't think of you when they ...
Succeeding With Straight Talk: Five Ways to Slay the BullJonathan Kranz
The columnist, author of "Writing Copy for Dummies," recently joined forces with Jon Warshawsky, coauthor of the newly published "Why Business People Speak Like Idiots."
Together, the "dummy" and the ...
Death by Corporate OverviewPeter Cohan
How much of our company's corporate overview presentation should you include in a demo meeting?
The answer: as little as possible!
Many salespeople and technical staff feel comfortable opening a demonstration ...
Driving Forces of CommoditizationJeff Thull
Rapid commoditization of products and services is exasperating even the most skilled professionals.
The solution provider is struggling to differentiate its unique products and services. Simultaneously, customers are putting the ...
SWOT Team: To Blog or Not to Blog?Hank Stroll
This week, add your two cents to the discussion: What should companies consider when deciding whether to launch a blog? What benefits do blogs offer?
Also this week, read ...
Rules for RainmakersMike McLaughlin
Many wonder how a rainmaker reels in so much business while others can only shake their heads in amazement. Some suggest that rainmaking is a genetic predisposition and therefore beyond ...
Defining Roles of the Product Management TeamGabriel Steinhardt
The role of a product manager is challenging, complex and often misunderstood.
But properly defining and structuring the roles and responsibilities of the product management team enables the team members ...
No Pain-No Gain: Five Steps to Gain Respect for MarketingLen Gingerella
Marketing management is often relegated to communication, advertising and promotion efforts.
It's hard to convince senior management that Marketing can produce moneymaking results. But that's what marketing managers need to ...
Lead Nurturing: Ripening the Right BananasBrian Carroll
Imagine your marketplace is a field of banana trees. Your marketing people are those who nurture and pick the bananas.
Bananas are harvested when they are green, and they turn ...
Do All Good Leads Become Sales?Mal Watlington
It's the fourth quarter of the fiscal year. Let the finger-pointing begin!
In truth, the key to accurate lead-conversion ROI calculations is "self-honesty." While every company has the right to ...
Inconceivable! 7 Misconceptions About Lead GenerationMike Schultz
As service and technology firms begin to awaken from a long, recession-inspired hibernation period, they are again beginning to think about proactive lead generation. If your firm is stepping-up outbound ...
Why Demonstration Compels Customers to BuySean D'Souza