For most of us, advertising is a little like prayer. We’re not sure it provides any benefit, but we do it anyway, just in case! Of course, one difference between advertising and prayer is that advertising costs you money. And, as a professional manager, your job is to maximise your return on capital. In other… “The difference between advertising and prayer!”
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It’s a common practice to categorise clients (or prospects) using an A/B/C rating (or similar). This practice may be common, but it’s rarely sensible! Organisations typically apply such a classification in an attempt to prioritise the allocation of sales resources (field or phone) to relationships under management. If those resources are abundant, this method may… “A/B/C classifications”
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Follow this simple process to transform your brochure into a powerful sales tool. Go on: admit it… Most brochures make you yawn so hard you fear your jaw’s about to snap! You know, the ubiquitous picture of the board, standing rigidly to attention. The bland letter from the CEO, explaining his company’s revolutionary policy of… “How your brochure can be a super salesperson for your organisation”
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Use our simple five-step formula to turn under-performing lead generation advertisements into high powered sales tools. Bill King and son, Stephen, were facing a dilemma, common to many business people. They had a great product on their hands. Something handymen and tradesmen would jump at. But they were having trouble launching it into the marketplace.… “The anatomy of a healthy lead generation ad”
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I’m often asked for advice on this one. And with good reason … media exposure is probably the most cost-effective way of communicating with your marketplace. Follow these steps and you will discover that it is surprisingly easy to get exposure for your business. Choose a publication that communicates with your market. Write a newsworthy… “Eight easy steps to positive media attention”
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Seminars and workshops are particularly potent business marketing tools. Here’s everything you need to know to use them to generate leads and grow your business. If you’ve ever seen delegates queue to purchase audiocassette programs at a Tom Hopkins seminar, you’ve seen the power of a good seminar presentation. Seminars are a hybrid sales tool.… “How to promote, present and profit from seminars and workshops”
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Diminishing returns from lead generation are every promotional coordinator’s public enemy number one. The problem is, all promotional campaigns — no matter what their objective — suffer from diminishing returns. What this means is that the cost per unit of benefit increases exponentially with each repetition of the campaign. If the purpose of the advertisement… “Diminishing returns from your lead generation”
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At one of our public roundtables this morning (in Sydney), we discussed the relationship between the potential client’s buying process and the organisation’s opportunity-management process. It’s an interesting insight, I think. The potential client’s buying process could be characterised as follows: The potential client suffers pain of some kind — but resolves (consciously or unconsciously)… “The buying process versus the opportunity-management process”
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