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Category Archives: Sales
3 points to measure e-marketing productivity.
When looked at from the “helicopter perspective ” there seems to be three points of threshold competitive activity that you simply have to get right, or all else is irrelevant. Having a few meaningful measures at those three points is … Continue reading
Posted in Branding, Marketing, Sales, Small business, Social Media
Tagged Advertising, Branding, communication, competitive strategy, customer, Marketing, performance assessment, Sales, SME, Social Media
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6 strategies to be successful, in everything
In life, and all its aspects, business, social , relationships, there are no shortcuts, just easier and simpler ways of doing things. It is just that it takes time and effort to find the easier, more productive, and value … Continue reading
Emotion is the path to your brain.
Think of the average presentation you sit through. If I can summarise: Boring, potentially useful information quickly forgotten. Am I right? Now think of the best presentation you have ever sat through. You remember not just the occasion, and the … Continue reading
Posted in Communication, Marketing, Sales
Tagged communication, customer, Marketing, Sales, SME
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Marketing recidivism
The word recidivism is usually heard in the context of those convicted and punished, going on to re-offend. The objective is to reduce the rate, ideally to zero. Not in the context of marketing and sales, where the objective is … Continue reading
Posted in Customers, Marketing, Sales
Tagged communication, customer, Marketing, marketing analytics, performance assessment, Sales, SME, Social Media
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Intersection of sales, marketing and technology
18 years ago running an ingredient supplier to the food industry as a contractor, I sponsored a project of quantifying a range of ingredient specifications against a matrix of organoleptic, and cost outcomes given a range of processing parameters. … Continue reading
Posted in Customers, Innovation, Marketing, Sales
Tagged Change, competitive strategy, customer, Marketing, marketing analytics, Sales
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5 ways small retailers avoid failure
Small retailers see themselves as under siege, and many just hunker down and work harder to survive, for many, it is too hard. For those that survive, some are doing really well, and there seems to be a few common … Continue reading
7 essential sales tips for SME’s
Most of us recognise that the best sales lead you have is a satisfied existing customer, so why do SME’s so often fail to capitalise on them?. It seems to me that there are a number of reasons, usually they … Continue reading
Posted in Customers, Sales, Small business
Tagged communication, competitive strategy, Marketing, Sales, SME, Social Media
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Sales funnel revisited as a purchase funnel
The “sales funnel” is a pretty familiar diagram, it has been around for a long time, simply because it makes sense, at least it did to sales people. To their customer prospects, there is a level of antipathy to … Continue reading
Posted in Customers, Marketing, Sales
Tagged communication, customer, Marketing, retailer, Sales, Social Media, Strategy
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Digital body language
Prospecting, lead qualification and nurturing, prospect management and the transaction itself have all changed forever. The salesman with a bag has been relegated, at best, to the transaction end of the prospect to transaction continuum. In the process, we … Continue reading
Posted in Change, Customers, Marketing, Sales
Tagged category management, Change, change management, communication, competitive strategy, customer, Marketing, marketing analytics, Sales
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Greatest marketing mistake
One of the most memorable, and biggest mistakes I made as a young product manager was to redesign a pack. The product was an old fashioned, relatively low value product on supermarket shelves, it had a small niche to … Continue reading
Posted in Branding, Marketing, Sales
Tagged Advertising, Branding, category management, communication, customer, Marketing, performance assessment, retailer, Sales
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Everyone is in Marketing & Sales!
We all know the world of sales has changed. Consumers now have virtually all the information they need to make a purchase choice without any assistance from a “sales assistant”. Before a significant purchase, consumers now review all sorts of … Continue reading
Posted in Branding, Marketing, Sales
Tagged Advertising, Branding, category management, communication, competitive strategy, Marketing, Sales, Strategy
2 Comments
3 steps to Lead conversion
Creating a lead is a whole world of work and pain for many business people, followed by another, converting the lead into a transaction. Too often I see the process followed as an aggressive “close at all costs” mentality. That … Continue reading
Posted in Branding, Management, Sales
Tagged Branding, communication, competitive strategy, Marketing, Sales, Social Media, Strategy
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3 essential sales skills
Regularly I find myself on the receiving end of a pitch of some sort, as do all in business. We all buy and sell on a daily basis, and whilst there are easily recognisable and specialised functions that buy and … Continue reading
Posted in Communication, Customers, Sales, Small business
Tagged communication, customer, negotiation, Sales, SME
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10 X 8 Framework for a content StrategyAudit
These days with the ubiquity of mobile and social, almost everyone is a media channel. Recognising this simple fact changes the formula for media success. In the old days, the formula used so successfully by mass marketers was: Money X … Continue reading
Posted in Communication, Customers, Marketing, Sales, Small business, Social Media
Tagged Advertising, Branding, communication, competitive strategy, customer, Marketing, performance assessment, Sales, SME, Social Media, Strategy
1 Comment
Renting your sales.
Walking into chain retailers these days you are inevitably confronted by displays of product, usually at a discount. Most people seem to think that it is the retailer doing the promotion as a means to attract added sales, which … Continue reading
Managements single greatest failure
Many years ago, pre-digital, I gave time to a sales rep who rang up and promised to bring in some samples of brand new products from Europe that had changed the dynamics of the market segments they were in. I … Continue reading
8 Moments of truth
Jan Carlzons great 1987 book Moments of Truth reflected on the point at which a “front line” employee interacted with a customer, and how important that interaction was. The digitisation of our lives has profoundly changed the context in which … Continue reading
Posted in Branding, Communication, Customers, Marketing, Sales
Tagged Advertising, Branding, communication, competitive strategy, customer, Marketing, Sales, Strategy
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Marketing flatulence
Every day I get stuff by email that purports to make me some sort of compelling offer, something that some dill out there kids himself (herself?) that I need. It often starts: Dear Alan (wrong spelling) I am the CEO … Continue reading
Posted in Communication, Customers, Marketing, Sales, Small business
Tagged Advertising, communication, competitive strategy, customer, Marketing, performance assessment, Social Media
2 Comments
Pizza brand leveraging
Perhaps following on from the success of McDonalds “Angus” strategy, Domino’s has launched a “Wagyu Pizza” for our indulgence. I like a pizza as much as the next bloke, but it is not one of the major food groups, just … Continue reading
Posted in Branding, Marketing, Sales
Tagged Advertising, Branding, Change, competitive strategy, customer, Marketing, Sales
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“Pitching” increases the stakes
Had an interesting debate at a conference a short time ago, something that I think makes a big difference, but is not usually considered, at least in my experience. The debate was the merits of pitching Vs what I call … Continue reading
Posted in Change, Customers, Sales
Tagged category management, customer, negotiation, retailer, Sales, supply chain
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StrategyAudit 