if you sell “things” the trick is how do you make it feel like an experience. Think Starbucks and Nordstoms.
Fast nickel or slow quarter? This decision can determine your target customer base, your product portfolio, your supply chain partners and service ratios.
For many years I thought one of the best questions was, “what does this mean?” It is a really good question. I still use it but someone I work with has turned me on to an even better question, “how does this make me feel?” While the first question leads to a better understanding, how does this make me feel also leads to a more holistic understanding. This question is especially powerful when dealing with human interactions; field sales or consumer reactions.
A nice reminder. How many times have you heard entire teams say, “but we are working so hard” and yet the team doesn’t have a goal, an objective or a plan.
Sales and marketing professionals need to keep a full toolbox of both traditional and new marketing tactics. Then they must use the combination of tools that are most effective in any given situation. Sometimes that is just picking up a phone.
Think of all the relationships you have with existing clients and prospects. How do you stay in touch with them?
Some you call. Some you e-mail. You probably even have a few that you only e-mail and have never actually spoken to.
In the Information Age here, it’s so easy to value convenience over genuine relationships. It works for some of your clients and prospects, so it appears like that’s a fine way to sell.
But this approach is so flawed it’s not even funny!
In a previous post, I talked about the fact that cold-calling is far from dead. In fact, it still works very well.
One of the important points that gets missed in our current sales climate is that genuine relationships built on trust are more valuable than ever. You can (and should!) use inbound marketing to form relationships with clients and prospects.
The modern consumer wants…
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This test may also be useful for companies and organizations to consider what they are passionate about. Ask your customers!
I have just finished The 5 Dysfunctions of a Team by Patrick Lencioni. I highly recommend that every business read and apply the tools discussed in the book. It is a very quick read, written as a story. The few hours invested in reading the book will be nothing compared to the weeks of hard work required to build a team.
As important as customer insights and corporate strategy are, nothing can be done unless a team is functioning.