The Competitive Advantage
June 16, 2020
While there have been a few remakes over the years… many of us remember the very first Life Cereal commercial featuring ‘Mikey’ (https://www.youtube.com/watch?v=wgB25WBeBxA) which debuted in 1990. It features a couple of young brothers who didn’t know what to expect from a new breakfast cereal their parents gave them. So, they pass it on to their little brother, Mikey, who – to no one’s surprise – tries it and likes it!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
March 1, 2020
3 Steps to True Big-Client Partnerships
I had a conversation last week with a friend of mine, the well-known CEO of a large market research firm. He was telling me about the time when he first joined his firm and, as part of his onboarding, reviewed their top 10 clients. One of them was a Fortune 100 company, a manufacturer of consumer food & beverage products… a brand known around the world. He was excited to learn that this company was his firm’s largest client and that his firm was a “good partner” to them.Continue Reading
December 3, 2019
Let me start with a few questions. As a seller-doer…
#1. Do you live in or near a fairly large city? [Everyone in NY, Chicago, Atlanta, LA and even in places like Nashville & Baltimore are putting their hands up in the air.]
#2. Do you have clients or potential clients (i.e. sales prospects) based nearby? [Most of the hands stay up.]
Final question. Have you visited any of those clients or prospects, in-person, in the past 3 months? [That sound you hear is all of the hands dropping.]
Why is that? Why would we not visit nearby “business opportunities” in-person?Continue Reading
November 20, 2019
I needed a new part for my truck. The armrest was busted and I needed a new piece to fix it. I asked my mechanic about replacing the entire armrest, but was a little appalled at the cost of a new one. And I didn’t know quite where to go to find a piece as specific as the underside plate for an armrest in a Ford truck.
Then, in a huge stroke of luck/coincidence, I saw an ad on TV for a place called RockAuto. So, I went to their website, found the part, ordered it, the part showed up a few days later… boom! The advertising worked for them.
Sort of.Continue Reading
October 15, 2019
A few weeks ago, I wrote a post on how NOT to use LinkedIn in your sales efforts (read it here). It was one of our most popular posts all year. Evidently, I’m not the only one who hates hard-sell pitches on LinkedIn.
In a happy coincidence, I was telling a client contact about this post… and she told me a story about how she is using LinkedIn in a friendly, non-salesy and effective way. Here’s what she’s doing…Continue Reading
September 24, 2019
Here’s a short [true] story about an incredibly effective way to understand what sort of ‘customer experience’ your firm is delivering to the marketplace…
We subscribe to a webinar platform called WebinarNinja… and have been a client of theirs for just under three years. It’s proven to be a very good platform for our webinar program and workshops. WebinarNinja is one of those fast-growing tech companies, led by a sharp and energetic leader. In this case, his name is Omar Zenhom.
One of the risks when running a growing company is getting pulled in a lot of different directions and, as a result, slowly becoming ‘distanced’ from your clients. Losing touch with them. Getting so wrapped up in dealing with all of that other ownership and management ‘stuff,’ that you become disconnected from what made you successful in the first place… those clients.Continue Reading
September 10, 2019
The end of 2019 is in sight. And as it nears, wandering minds turn to the future… and what’s going to happen next year.
As a result, over the next few months, many firms will convene their annual gathering around the conference table and talk about what they want to do in 2020 to grow their business. Unfortunately, these meetings seem to end the same way every year, with a bold directive from the boss… something like, “We want a 20% increase in sales next year… now go get ‘em!” And while that might rally the troops a little (though, I doubt it), it doesn’t provide any real direction or guidance for making that happen.Continue Reading