When you attempt to make an appointment as a way to ‘get in front of’ a prospect, you are throwing away approximately 40% of good prospects: they don’t know why to meet with you, regardless of whether or not they have a need. You will get rejected by approximately 90% of those you call for […]
Currently we’re merely listening for what we want to hear, thereby restricting the full potential of social listening. As more than merely a tool for monitoring, text mining, analyzing, or customer experience management and intelligence, social listening can determine when and how to actively facilitate buyers, users, and followers through to the desired outcome. There […]
Buying Decision Teams are your real prospects. They 1. provide the consensus and change management that must be addressed before a purchase; 2. coordinate the details of a need to include each voice involved with a new solution. Without the whole Team assembled, we’re merely hoping we’ve got a prospect, regardless of how targeted our […]
Do you know the point in the buyer’s journey that they read your content? Is it when the assistant hands her boss a stack of articles to help him prepare for a meeting? Has your content ever been used by your competitors? Much content is not being used to enlist trust, brand recognition, gain followers […]
I’d like to add some new thinking to the ever-creative field of social media marketing. While social has developed quickly to make inspired use of connection vehicles like Facebook, Twitter, and LinkedIn; uses technology to follow and discover buyers, assign meaning, and push content; and design wondrous ways to promote brands, for me there is […]
When was the last time you defined the role you play, or questioned the activities you perform, as a relationship manager? Is what you are doing making a difference for your clients? Or is it merely a label you’re giving yourself? And what would ‘success’ look like differently than what you’ve always done? Are you […]
What, exactly, is a value proposition? What if you make You your value prop? A value proposition differentiates you from your competition. It is a promise to your customers of value – what they can expect from your brand, what your company says it does well, what your product offers. But if you make yourself […]
As a keynote speaker your content is merely one aspect of what you bring to the party. You are actually part of the success team your client has in place to ensure a successful event. Sure, your content is terrific – unique, interesting, informed. But frankly, your client can most likely get similar content from […]
Do you call yourself a relationship manager because you want to avoid the term ‘salesperson’? Do you think the terms are interchangeable? You can actually use the term ‘relationship manager’ to differentiate yourself from your competition and make it your value proposition. Instead of doing what everyone else is doing – being kind, caring, responsible, […]
Why do you think your value proposition is your solution? It’s not. You are. There are many solutions that buyers could choose to effect the change they need for excellence; there are many ways of approaching the problem and seeking the solution. How do they choose one over the other? All websites seem similar. Many […]
