Posts Tagged ‘spreading ideas’
Three Ways To Sell
If you want to get more comfortable about selling, it’s helpful to consider which of these three sales techniques you use and to assess how they’re working for you. Describing This is the most common way to sell—one you’ve likely experienced or used. Describing the specifications, features and benefits of our products and services is…
Read MoreThe Art Of Customer Loyalty
How many store loyalty cards do you have in your wallet? How many more will you be offered this week? Do you still carry a wallet? We’ve tried to turn customer loyalty into a data-driven science. A game of, if we do this, customers will do that. In our desire for something to measure, or…
Read MoreWelcome To The Meaning Economy
In the 1950s and 60s when my parents were entering the workforce they created value by working with their hands in an Industrial Economy. Workers manufactured and moved things that would be consumed. In the era of the Information Economy, we began using our heads to produce value. We learned to use computers to design,…
Read MoreWhat Would The Enlightened Marketer Do?
When the email subject line contains the words ‘urgent alert’ there’s no doubt about the sender’s intention. His metric for success is the number of people who open the email today—the more the better. Instead of baiting people with messages to make them act, the enlightened marketer thinks about how his words will make customers…
Read MoreAnticipating The Next Move
Every successful business strategy is dependent upon making a good decision about the next move. In a commercial world, we spend a lot of time planning to create growth. Often those plans rely on getting the customer to do what we want them to do—so we can make our next move. The businesses that not…
Read MoreLouder Than Words
We’re obsessed with finding the right words to communicate our value. We finesse our LinkedIn bios, agonise over product descriptions and sales pages. Of course, words have enormous power. But they are worthless without the actions that support them. It’s no good describing how great your product is if you haven’t put in the work…
Read MoreWhat Do The Best Salespeople Do?
A young couple spent a while ‘just looking’ in the furniture store before approaching a salesperson to ask about fabric choices on a particular sofa. She showed them the swatches and said nothing. The guy asked if they had anything like it—a large squashy four-seater in leather. They didn’t. “What size exactly are you looking…
Read MoreThe First Rule Of Standing Out
If you want to stand out, do the thing that’s in short supply. When everyone is fighting for attention, be the one who earns permission. When everyone is looking for an angle, be the one who acts with integrity. When everyone is chasing growth, be the one who deepens connection. When everyone seeks scale, be…
Read MoreThe Art Of Making Progress
If only your business had more media exposure. If only you could get the materials cheaper. If only all the reviews were positive. If only the website had more traffic. If only your colleagues responded. If only every employee listened. If only more browsers bought. We spend a lot of time thinking about how to…
Read MoreIs Your Business Reacting Or Responding?
It was impossible to walk down any high street in June without running into a notice informing you fidget spinners were BACK IN STOCK. The fidget spinner was clearly ‘the thing’ of the moment. A month later we’re already beginning to witness its decline. Another fad bites the dust. A fad by definition is transient.…
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