Posts Tagged ‘sales’
Gaining The Advantage
This week you answered a customer query and solved her problem. You responded to every email, tweaked your resume and made your case well in the last meeting. You ticked off the things on your to-do list, had a look at your numbers and made solid plans for the weeks ahead. And that’s exactly what…
Read MoreIn Praise Of Curiosity
Not so long ago conversations with strangers just happened anywhere and everywhere. This was especially true in Dublin where I grew up. It was not unusual for someone you’d never met to practically tell you their life story while you were standing waiting for the 16A bus into the city. Showing an interest in other…
Read MoreBy How Much?
Our financial advisor, who lives in another state, almost 3,000km away, stayed for dinner after our annual appointment last night. Sarah spent time catching up with our boys, chatting to them about their plans for summer and beyond. We exchanged dessert recipes and movie recommendations. Of course, Sarah could have spent those three hours on…
Read MoreOne Or All?
The blackboard on the pavement outside the florist reads; ‘Flowers for ALL.’ It’s a busy spot with plenty of foot traffic, behind a tram stop, a few doors down from the hospital. Maybe that’s why they’re marketing to everyone, instead of trying to resonate with someone. The marketing speaks to passers-by. But it doesn’t consider…
Read MoreImportant
It isn’t just your mind that responds when you get an email with the subject line ‘urgent’ or ‘important’. Your heartbeat increases, your muscles tense and your breathing gets faster. You feel bad. Your day is thrown off course, if only for a moment. We hate these emails and resent people who fail to communicate…
Read MoreKnowing What You Don’t Know
The most unhelpful assumption we make as marketers is that our customers know why they need our products or services. From there we think our job is to offer proof—to tell people why we are the best alternative. The first rule of innovation, sales and marketing is to understand the customer’s pain points (often before…
Read MoreThe Art Of Differentiation
We, humans, have always been good at noticing what’s compelling about others. Our species’ survival has depended on our ability to recognise strengths and weed out weaknesses. Today, that skill leads us down the road of unhealthy comparison. We have no trouble rattling off the positive attributes of a colleague, competitor or even the guy…
Read MoreThe Power Of Constraints
What’s the best thing about the place where you live? What word describes your favourite book? What’s the first thing you tell a friend when you recommend a special restaurant? What standout experience made your last holiday memorable? What’s the main reason you shop where you do? What’s the biggest benefit of flying with this…
Read MoreWhat The Best Marketers Know
The call centre operator insists ‘this is not a cold call’. She knows time is running out, so she desperately accelerates her sales pitch—speaking without pausing to either breathe or listen. She was trained to believe it’s possible to close the sale if she can just impart all the information in her script. Sadly, she’s…
Read MoreHow To Get Better At Pitching
Every day we fail to convince people about the value we can deliver. For every yes, we get ten no’s. Why? We’re quick to blame the quality of our ideas or our storytelling when we fail. But sometimes we fail because we’re speaking to the wrong person at the wrong time. Rejections often happen because…
Read More