I like to help companies develop their unique positioning by asking what they want their clients to say about them. For example, your best client is at a party talking to their counterpart at another company. The counterpart says they can’t get anywhere on X project (with X project being what you do). Your client says, “say no more! I know who you need to call. Call (you) because…….”. What’s the because? What does your client really value? The beauty of this is if you really don’t know, you can call your best client, pose that scenario and have them TELL YOU! Instantly you have your differentiator. And the best part about asking this way is it helps your client think about getting you referrals. Double bonus. Now take that a step further. Now you know what they say. Happy with that? Happy telling people […] Continue reading
What Is Your Agenda In a Sales Meeting?
I’m trying really hard not to let this be a rant and to turn a bad experience into something positive. As you’ve guessed, I met with another sales rep today. I can tell you how long he’s lived in his house, his attitude on big box stores vs. “local” businesses (which is a whole other discussion and can be really interesting but I digress), he has a dog with a big tail, he needs glasses because his are broken, etc. If he knows how to pronounce my last name I’d be shocked. Let alone anything else. Give me a break! So what can we learn from him? Give yourself an agenda for any sales meeting you have with a prospect. What do you need to know about the person before you walk out of the meeting? At a minimum, know how to pronounce their name. […] Continue reading
How Do You Describe Your Customers?
I often enjoy watching commercials. I like to see how the big companies represent brands, convey messages, and get product messages to stick. There are great campaigns that are fun, keep my attention and make me remember the brand (right now I really like the Wonderful Pistachios commercials because I’m always amused to see who they got next. (Although I don’t like pistachios so they aren’t increasing their sales here.) The commercial that makes me nuts every time I see it? AT&T’s latest with the husband who comes home having signed the family up for something and the wife thinks it is too expensive. But she isn’t just stressed about money. We get a little window into their sick world of defunction (new word alert!) where she, not finding out for sure what he’s screwed up, wishes she’d never married him. Seriously? That’s a lot […] Continue reading
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