In the last few weeks we've had two clients we work with discover that the language they use to describe their customers is the not the language the customers use to describe themselves.
This misalignment is so critical that it can be fatal to your business development efforts. Obviously, it's something that must be avoided.
I went to pick up my daughter from kindergarten yesterday and ran headlong into a master merchandiser who I both respect professional and loathe personally – Scholastic. If you have a child and have ever experienced their traveling book fair, you know exactly what I mean.
I want my child to read, and I want her to love books – especially the kind made from paper. So of course I want to buy her a couple of books to encourage this and support the ...
Once upon a time, there was a technology firm that thought they had it all together. They had a couple of good sales folks and two marketing managers. Their website was based on a modern, up-to-date platform. The year was poised for success and growth from a 4m firm to a 5.25m firm. Then, in a blink of an eye, it all changed. One salesperson left and one of the marketing staff left, and now the owners were back to working IN the business instead of ON the business. And with two staff members gone, the remaining staff felt overwhelmed and left ...
All consumers, business or personal, go through the process of getting to know, like, and trust your organization or team before they will try your products/services and buy from you. Testimonials and case studies from your current clients are a key component in building trust. If you are having a difficult time getting testimonials, it may be time to do a little digging to see what is really going on with your organization.
An often expensive mess that we get called on to repair is the company website. I’m convinced that this is often because there is a prevailing myth in the business community that website work can be done (well) by one person.
Testimonials from your clients (or partners) are traditionally used in the sales process to help a prospect develop trust. Trust that you or your product does what you say it does. What many businesses miss however, is the opportunity to use their customer testimonials to generate new inquiries and leads.
Think about that title for a second. Someone actually uttered (well, wrote in an email) that phrase.
Sometimes, we all like to be catered to - targeted very specifically. When I was at Gen-Con 2013, a great example of this was from Noodles and Company that made special coupons disguised as Magic the Gathering cards.