Posts Tagged ‘sales’
5 Steps To Making Things People Want
Here’s the subject line ‘just curious’ email I got the other day. Maybe you got one too? The marketing consultant had gone to the trouble to know my name, but that’s where the personalisation ended. “Hi Bernadette, By any chance, are you interested in solutions for getting sales appointments and leads? XYZ does so on…
Read MoreThe Power Of What We Measure
It’s easier than ever before to create a set of metrics by which to monitor our progress and measure our success. Click-through rates, subscriber numbers, impressions and customer lifetime value are useful data points. What if we measured our success by the results we delivered for our customers? Not what the customer did for us,…
Read MoreWhy Did You Win?
Even when our innovation and marketing succeeds, we don’t always take the time to understand what’s working so that we can replicate it. We gratefully welcome and respond to prospective new customers every day, often without knowing how and why they showed up. Five questions to get you started 1. How did your last customer…
Read MoreThe Art Of Selling
Buying is defined as the acquisition of one thing in exchange for something else. Of course it goes beyond ownership or the trading of things. Buying is an exchange of trust and value—a belief in promises we expect will be kept. Selling is described as the transfer of goods or services in exchange for money.…
Read MoreThe Value Of What We Don’t Know
Six years. That’s how long it took IKEA to research the South Korean culture before they were ready to open the first store there. Six years of understanding what they didn’t know about the story Korean customers lived and wanted to believe—so that they could tell a story that resonated. The goal wasn’t to reinvent…
Read MoreMotivating People To Buy
Imagine you have taken your children on a day trip to the seaside. It’s the perfect day, the sun is shining, the waves are lapping the shore and you’re having a day that you’ll never forget. There is a new gelato shop across the street selling home made ices at $5 a scoop. Clearly as…
Read MoreClever Marketing
Do you remember those TV ads that succeeded in interrupting or engaging us for sixty seconds? That’s what we used to call clever marketing. Today, clever marketing is no longer about creating the best advertising campaign, it’s about understanding your customer’s worldview and how they want to feel—then delivering on that. Clever marketing creates value…
Read MoreWhat’s Your Customer’s Narrative?
Why do thousands of people line up outside department stores waiting for the doors to open on Boxing Day? The stock is the same as it was two days before, after all— what’s changed is the story the buyer gets to tell himself. You are in the story selling business, as much as you are…
Read MoreWanted And Welcomed
We still have a landline phone at home to make it easy and more economical for elderly relatives overseas to get in touch. It rings at lunchtime and at around 6pm every day. We don’t pick up, because we know these particular calls are not ones we want or welcome. I often wonder what the…
Read MoreThe Relationship Between Curiosity And Business Growth
Whenever I visit the tiny local florist I am the only customer and the most bizarre thing happened when I stopped off there last Friday evening. The entire floor was filled with buckets and buckets of multi-coloured roses. It was so full there was barely room to navigate to the register to pay. I thought…
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