Articles

Stack Of Content

You’ll find all the articles posted on this site listed here. They are loaded with practical advice and tips for marketing and selling your products and services to help you grow your business faster. New marketing articles and sales articles are added often.

You can use the information in whole or in part to post on your website, blog, newsletter, or magazine. If you do so, you please include a complete attribution, including a live website link to the article.




Connecting With Customers & Selling

The Secret To Selling More Products And Services. The heart of a go-to-market strategy is centered on how to sell more products. It’s all about qualified lead generation and turning these prospects into loyal customers - who you connect with and how you do it. This is the action element of your overall marketing strategy. Continued …

5 Steps to Winning Over Strangers And Converting Them Into Customers. Do you have a follow-up system? Too many companies are throwing sales away because they don’t have a process for converting prospects into customers. Don’t be one of them. Continued …

5 Ways To Create A Company-wide Sales Attitude. Does everyone in your company have a sales attitude? This goes for the person who answers the phone, the engineering team, and even manufacturing. Because you never know when they’ll end up talking with a prospect or customer. Continued …


Strategies & Tactics

3 Steps To Competitive Differentiation. Gaining competitive differentiation isn't easy. You and your competition hit prospective customers repeatedly in blogs, ads, brochures, sales pitches, and in social media. More features. Superior service. Experienced founders. Photo of an office building that could be anywhere! Continued ...

7 Reasons Why Less Is More For A Great Product Launch. It’s human nature. We believe that our product launch success is directly linked to how complete and perfect our product or service is. But what’s perfect and in who’s eyes? There are lots of factors to consider when deciding what defines a market ready product. Continued …

4 Tips For Improving The Quality Of Your Sales Leads. The connection between the quality of your sales lead database, sales pipeline management, and closing rate is huge. It makes sense that your sales funnel is only as good as the sales lead lists you dump into it. If the data gathered by marketing is not “sales ready”, then you’re wasting the time of your sales people. Continued …

Move From Planning to Action Marketing With These 7 Rules. Wouldn’t if be great if you had a list of 101 marketing strategies? Imagine that it has everything from low cost lead generation tips and how to conduct free market research, to event planning ideas and lots of ways to drive more sales. Continued …


Marketing & Messaging

How to Make an Effective, Attention Getting Business Introduction. You’ve taken the leap and decided to attend a networking event. Now comes the fun: stepping into a room full of strangers. As you go over your business introduction in your mind, seemingly out of nowhere someone says hello and you freeze! Did you just start sweating? Clammy hands? Getting that overwhelmed feeling? Continued ...

Think Like a Venture Capitalist To Grow Your Business. We can all learn a thing or two about marketing from venture capitalists. That’s because when investors evaluate an opportunity, they ask a lot of hard questions about the business model, value proposition, go to market strategy, competition, and risk. You need to think like a venture capitalist too -- even if you don’t need to raise money for your company. After all, you have common goals: to maximize return and reduce risk. Continued …

Transform Your Selling With Sales Centered Marketing. If I told you that your frontline sales efforts need to include a heavy dose of marketing, you’d probably say “duh”. After all, sales team tools provided by marketing such as brochures and presentations as well as lead generation programs provide fundamental support to the selling process. Continued …

6 Questions You Need to Answer to Create Dazzling Differentiation. Creating your value proposition can’t be too hard - right? After all, your differentiation and positioning should be obvious because you have a great product. But, what about the implicit differentiation? What does your brand say? Your value to customers is based on how they perceive your company. This creates your branding. So why not control it! Continued …

Branding For Profits - 6 Simple Tactics
. Do you warm up your audience with a branding for profits strategy - before your first sales call? Think about this from a buyer’s perspective. Whether it’s a call from a salesman or you’re walking by a booth at a trade show, during that instant of initial contact there’s a good chance you’re thinking, “who is this company and why should I care?” Continued …

Lather Up Your Business Differentiation With SUDS - The Value Proposition Formula. Business differentiation is key in today’s highly competitive world. The core marketing message formula below lays out all the elements for a great message. Continued …

How To Use The SUDS Formula For A Marketing Message That Sells. The SUDS Messaging Formula works. Does that guarantee your success? Sorry to say, no, but it’ll put you ahead of 90% of your competitors - by making sure your message is crystal clear. Continued …

Drive More Sales With A Great Marketing Message. It’s not good enough to have product differentiation in terms of unique features, functions, or price. To catch the attention of prospects you’ll need to communicate a value proposition that separates you from your competition. The best way to do that is with a well-crafted core marketing message. Continued …

7 Keys To Marketing And Sales Success. I’m asked a lot about the definition of marketing. Instead of immediately replying, I invite the questioner to tell me what they think it is. Continued ….


Know Your Customer

Tips For Identifying Ideal Customers: Part 1. Do your homework. Identifying ideal customers is the foundation that all of your marketing strategies and sales tactics are built on. Once you know your customer profile, it will be easier to find more like them, develop better solutions to their problems, and understand how to sell to them. Continued …

Targeted Lead Generation: Part 2. The fast path to targeted lead generation begins with creating a perfect prospect profile. In Part 1, Identifying Ideal Customers, I described the need and benefits of creating a perfect prospect profile. This is the best way to generate an endless supply of new business leads. Continued …

8 Free Market Research Sources To Help You Stay Competitive. Sources of free market research can be easily found on the Internet today. Choose carefully and you'll be rewarded with useful information. Scope out your competition, get market info for a business case, stay up to date on trends and on top of what’s going on in your industry. Continued …

3 Keys To Successfully Identifying Customer Needs. Not identifying customer needs correctly is just like building a house on a weak foundation. Why would you knowingly do that? A good builder will consult an expert that then conducts soil surveys and engages contractors to properly set a solid foundation. Continued …

Do You Really Know Your Customers and Market? Quick, without thinking about it, answer these questions: How well do you really know your customer? Are you truly solving a problem that keeps them up at night? Continued …


Case Studies

Are You At Risk Of Having A New Product Fail? The lack of a differentiation strategy for one company caused their investors to be very concerned. The company was in big trouble! The board asked me to dive in and give them recommendations to help them decide if further funding made sense. Continued …

Improve Customer Satisfaction Before It’s Too Late. Consistent performance can go a long way to improve customer experience altitudes and make sure feelings about your company soar. But that goodwill can easily be reversed in an instant. Continued …

Lessons Learned: A Little Planning Goes A Long Way. You need to have an action plan. But first, a little marketing strategy planning along with a solid business case will serve you well. It all starts with a total understanding of your customers and the problems they are trying to solve. Continued …

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