Sales and marketing teams, left to their own devices, do not speak the same language. They think they do, but they don’t. Sales teams speak the language of prospects, appointments, commitments, and closed deals. Marketing teams speak the language of exposure, brand awareness, impressions, and reach. Language conditions the way people think, act, and make decisions. It shapes the way people view the world, sometimes in ways that are subtle. It’s for this reason that two people can have a …read more
Marketing and Sales: Can’t We All Just Get Along?
Are You Selling Collaboratively?
Too often, our enthusiasm to simply close the sale clouds our perspective. Not only are we leaving money on the proverbial table, but we are leaving something far more important on it. Opportunity! When we sell collaboratively, we roll up our sleeves and get a little dirt under our finger nails. We ask both the finite and the broad –sweeping questions. We probe. We reflect. We engage. In the end, we, as sales professionals, position ourselves as theread more
The Death of John Doe
Segmentation based solely on demographics is harder than it used to be, and it’s not about to get any easier. There are a number of reasons for this, including the cultural shift away from “we” thinking toward “me” thinking that has driven the trend toward hyper-personalized products. However, there is a far simpler reason . . . the proverbial John Doe is dead.read more
Groupon: The Daily Deals Dilemma
Groupon, like Living Social and other “daily deals” businesses, has built a revenue stream through deep discounting. Vendors typically offer 50% discounts to drive fast revenue. The model is simple: sign up for an e-mail list and get announcements when businesses in your city offer great deals. Groupon promises no risk and guaranteed customers, an enticing proposition for small businesses with limited cash.read more
Is E-mail Still Relevant?
If you have used e-mail marketing in the past, or if you’re considering incorporating e-mail marketing into future campaigns, you might find yourself in a quandary. E-mail marketing has historically been a cost-effective way of reaching current and potential customers; however, its effectiveness has diminished in the last several years. Social media and smart phones have added to what was already a gigantic surplus of information competing for attention. People’s inboxes fill up at faster rates than they used to, …read more