How to Avoid B.S. From Your Marketing Consultant
Do you sometimes feel that you are getting questionable advice when you speak to marketing consultants? The challenge is usually quite simple. You have a good service,your customers love you, but you need more new clients if you are to make the kind of take home money you feel you deserve. So you seek the […]
How Often Should You Repeat a Mailing?
I am often asked this question and usually my answer is at least 2 or 3 times if it works the first time. I will explain why in a moment. Here are some specific results that I think illustrate the impact of multiple impressions of the same advertisement to a single list. Dick Larkin, The […]
Getting Paid to Prospect
In my first sales job, I had a sales manager who said; “If prospects aren’t ringing in, then you’d better be busy ringing out!” Like so many clichés this is a half truth. Let me explain. Which of the following most closely reflects your view? I hate cold calling, but I do it because it […]
Get Unsolicited Referrals by “Wowing” Your Customers
“If you don’t get referrals, you haven’t earned them.” – Jim Cecil There is no question that businesses that “wow” their customers grow quicker than firms that do not. But how do you wow your customers consistently? This is a question that should be top of mind for every business owner. Many people believe you […]
Get Unsolicited Referrals by “Wowing” Your Customers
“If you don’t get referrals, you haven’t earned them.” – Jim Cecil There is no question that businesses that “wow” their customers grow quicker than firms that do not. But how do you wow your customers consistently? This is a question that should be top of mind for every business owner. Many people believe you […]
Ensure That Prospects Buy From You and Not Your Competition
Life in the world of sales and marketing is a passing parade. At anytime there are a small percentage of potential customers ready to do business with you, and a bigger percentage of customers who are interested in buying what you sell but are not yet committed to any particular vendor. There is an even […]
Do You Want To Improve The Effectiveness Of Your Web Site?
When it comes to websites, most business owners make the mistake of confusing glitz with effectiveness. If your primary objective is to sell, then the single most important issue is text.Not graphics and definitely not fancy flash technology. Graphic designers may disagree with me on this, but words are what count. Stanford University and The Poynter Institute have just completed […]
Do You Remember The Great Vision You Had When You Started Your Business?
“Paying attention to simple little things that most men neglect, makes a few men rich.” -Henry Ford- At this time of the year, when we are making New Year’s resolutions and setting goals, it is useful to look back at that great vision and reflect. Not from a glass half-empty perspective, that serves no one. […]
Do You Blame Your Prospects When Your Products Or Services Are Not Selling As Well As You Would Like?
This kind of attitude is not unique to high-tech firms, but it was definitely a dominant theme one day last week when I was a guest at a discussion group for technology companies selling into health care. There was a fascinating discussion about what is happening in health care and how technology is changing the […]
Did Anyone Get That Customer’s E-Mail Address?
What is an e-mail address worth? How about a tenfold increase in lifetime customer value! David Cross, a top Internet marketing consultant to Agora Publishing, says that customers who give you their e-mail address will spend up to ten times more money with you than customers for whom you do not have an e-mail address. […]