The Competitive Advantage
September 2, 2020
This morning, our monthly enewsletter went out to our database. And as I often do, I ran an A/B test on the ‘subject line’… always trying to find the right kinds and grouping of words that get the highest ‘open rate.’ As usual, as the email was being blasted out, I guessed which subject line would be the winner.
And as usual, I was wrong!Continue Reading
June 9, 2020
I’ve talked with a lot of business owners in our industry over the past few months, and every firm falls into one of just two buckets… those that are actively investing in marketing & sales during the pandemic and those that are standing pat and taking a wait-and-see stance.
And by ‘invest,’ I don’t necessarily mean money (though a little of that wouldn’t hurt)… I’m talking about a commitment to an active marketing & sales initiative. To spend the time and effort to make it happen… and then to stick with it.
You can easily guess which side I come down on, but not because marketing & sales are the businesses we’re in… but because it really is the smart thing to do.
And here’s why…Continue Reading
April 21, 2020
I’ve been involved in a number of industry conversations lately around the topic of ‘selling during the pandemic.’ As the uncertainty grows, firms want/need to continue to sell, if only to maintain their business.
For many, however, the inclination is to be too proactive… that is ‘sell harder, sell faster.’ The reality is, though, that the opposite approach will have a much more positive impact.Continue Reading
April 6, 2020
Low-cost/no-cost marketing & sales ideas #19-23…
If you’ve been following along the past few weeks (3/18, 3/24, 3/31), we’ve explored 18 different marketing & sales activities you could employ while you’ve got a little extra time on your hands during the pandemic. Here’s a quick rundown:Continue Reading
April 30, 2019
Admit it… you’re losing clients occasionally. Not a happy topic, but it happens to all of us. The question is ‘why?’
On the surface, there are any number of reasons:
- You screwed up a project… it hurts, but sometimes it happens.
- You pi**ed-off a key client contact… not intentionally, but communications can go awry.
- There was a massive change in the client’s business… e.g. they restructured the division you were working with, they were acquired or maybe they even closed their doors for good.
- One of your competitors showed up with a “shiny new penny”… a new methodology or a new technology that had a ‘wow’ factor.
- A new ‘leader’ was hired at the client, bringing his/her own favorite vendors along.
- The project ended. Not all client work can be recurring or happen on a frequent basis.
Every one of those reasons is real and legitimate, but none are the most common.Continue Reading
June 26, 2018
We’re halfway through 2018… how are you doing so far?
Like taking your car to the mechanic every 5,000 miles, halfway-through-the-year is a good time to “look under the hood” of your sales & marketing efforts to see how you’re really doing. If your “engine” is running smoothly… great! If it feels a little rough… it might be time for some ‘tweaking.’ And if it is, we hope this 3-Point Tune-up will help.Continue Reading