The Competitive Advantage
April 29, 2018
For years, while working with providers of market research consulting and technology services, one of my pleas has been (and still is)… “Seek first to help… then to sell.” I believe it is THE most effective selling mindset for winning projects and – more importantly – long-term relationships with clients.
But recently, I heard that same sentiment stated another way… one that, I think, will resonate with most of us: “Sell like a doctor.”
I went through rotator cuff surgery last year. And in thinking back about the interactions with my orthopedic surgeon throughout the process, I thought about his “selling skills” and how they might translate in our industry.Continue Reading
March 27, 2018
One of the first questions I ask during an initial exploratory call with a prospective client is, “What kind of marketing and sales are you doing now?” And I generally get the kind of answers you’d expect…
- “We blog once or twice a month.”
- “We network at conferences.”
- “We send out a monthly e-newsletter.”
- “We’re all on LinkedIn.”
And so on.
And it all sounds pretty good on the surface, but once I dig a little deeper, I find that even though many of these firms have taken the first step… they rarely finish what they start. For example…Continue Reading
January 9, 2018
Well, here we are… at the start of another calendar year. [By the way, Happy New Year to you and yours!] And like most years, with our annual New Year’s Resolutions, we think about what we can do to improve our lives – both personally and professionally – in the coming months. I’ll leave the ‘lose weight’ and ‘quit smoking’ type of resolutions to you and focus this post on a few things related to your business.
Since 99.99% of us want to grow our business in 2018, I want to suggest a different way to go about creating your resolutions… one that can truly have an impact on the growth of your firm: start by fixing your problems!Continue Reading
October 24, 2017
One of the services we offer our clients is content development… creating blog posts, eBooks, etc. We have very talented writers on our team – they know the topics and they know how to write.
We also had this one particular client who nit-picked (at least we thought so) all the time and pushed back on our writing until we got it “perfect.” Very frustrating!
Amongst ourselves, we used to frequently complain about this client… that they were just a big ol’ pain in the a**!
But, guess what? We were wrong!Continue Reading
January 3, 2017
A few weeks ago, I had a conference call with several contacts at one of my clients about Content Marketing in 2017… and specifically, about blogging.
The have committed to blogging a couple of times every month. Great! They understand the value of blogging in helping to position their firm as Subject Matter Experts, for building awareness and for helping with SEO. But every one of them had the same question…
“What do I write about?”Continue Reading
April 12, 2016
The value of A/B Testing
A true story… Down the hall from our office is the sales & marketing office for a construction company that specializes in steel buildings. I’ve gotten to be friends with the heads of sales there.
He was telling me about a new video he recently placed on his website’s home page. He had hired a professional spokesperson, written a friendly script and produced a very nice little welcome video. Immediately, site activity dropped and bounce rates jumped. Huh?!Continue Reading
March 29, 2016
8 Tips for Building Better Services with Surveys
In the perfect personification of ‘the cobbler’s’ children having no shoes,’ I am amazed at how many market research firms – that conduct studies for clients across the U.S. and around the world – don’t conduct any for themselves.
And the oddest one of those is the huge percentage of firms that don’t conduct a client satisfaction survey after each project. Why is that?Continue Reading
June 25, 2014
If you’ve read any of our previous content, then you know we believe that marketing is a process… and part of that process is the commitment to measure each step along the way.
It’s this philosophy that leads to the 4th great business saying in our series…
What gets measured gets done.Continue Reading