For Managers Category
Organizations often say they want a comprehensive or consistent approach to marketing and selling. Their various business groups often say they need something unique. Here’s a look at which things should be the same—and which should not.
Use the Same Basic Definitions
An organization that speaks the same language has good communication and consistent expectations—which feed strong performance. Language involved with ‘marketing’ and ‘selling’ should start with which is which. Here are definitions that fit no matter the department or how simple or complex the products and services:
Marketing also includes responding to inquiries from prospects and customers. This includes responding when someone calls us, emails us, or walks in and asks for information.
Why Agreement is the Best Line
No matter how sophisticated or simple the products and services, an assumptive approach generates problems. Using agreement as the gate means employees need to ask for a sales conversation, which helps prevent assumption from the start. (more…)
Rating prospects helps you project new business and highlights where you should focus your efforts. Unfortunately, many rating systems and CRM pipeline features don’t really help you do that. Here are common approaches that don’t work well — and what to do instead. (more…)
PowerPoint is often the program of choice for creating any ole document — and often the wrong choice. For more about how we acquired this bad habit and why you may want to break it, see this article. This article provides tips on which program to use for what.
This article is not meant to bring the news PowerPoint tends to induce boredom—we all know that—it’s about why that happens. The inspiration is the many organizations which use PowerPoint for almost every sort of document, even though that’s less productive and most people dislike seeing it.
So how did we get to this sad state? Here’s what I think got rolling when PPT came out:
First of all, creating and decorating decks was fun. It was suddenly easy to insert spiffy clipart, add color, make text into neato shapes–kind of a business version of playing with crayons and a coloring book. It’s still fun to create and decorate slides, so much so we often forget about meaningful and effective content.
Secondly, the deck presentations were impressive. When PPT came out back in the early 1990’s, audiences were rightfully wowed. Beautiful backgrounds, fancy charts, slides that seemed to move. Zowie. The PowerPoint habit lives on, even though most people are now unimpressed and many decks are crammed with text. Which brings us to the biggee…
PowerPoint dropped the bar for acceptable writing quality to an unprecedented low. All you needed to write was headlines and bullet points–didn’t even need full sentences. This is still true and I have a hunch it’s one of the main reasons PowerPoint is still prevalent and so often used inappropriately.
The Power of a Bad Habit
A quarter-century after PowerPoint hit our PCs, many who reluctantly use it say they do so because it is expected (it’s an organizational norm). Some say they use it because it supposedly helps them quickly produce a deliverable. Here is why that speed is a myth, and why breaking the PowerPoint habit is worth it. (more…)
Marketing and selling are related but different. Accordingly, when it comes to complex products or services, we usually need two rating systems. The rating system for marketing-prospects is simple but you may need some background to understand why it’s effective, starting with the difference between marketing and selling.
Marketing vs. Selling
Marketing is what we do to gain prospects’ attention and regain customers’ attention. Marketing tools include calling, mail, email, and web-based marketing. Selling begins after a prospect has agreed to explore the fit—we’re not selling unless and until we have that agreement.
The rating system described here focuses on marketing (see this one for selling). It can be applied to:
There are four things to note before I cover the rating system itself. (more…)
Think that’s a lofty title? Using the Post-it method, you can tap your creativity, focus effectively, plan and follow through brilliantly, and even sleep better at night. Who knows what that might lead to?
The method is perfect when you need to create a report, paper, plan, presentation or proposal. It’s a great tool to use when you want to reinvent or refocus or regroup.
It’s ideal when you need to get a handle on preparing your organization to roll out new products, comply with regulations, or handle a merger. Same goes for marketing strategy or scheduling the timing to apply the strategy.
The Post-it method is effective when you want to create a work aid, and vital for creating training programs or comprehensive curriculum.
If you need to determine what to delegate and what to do yourself, when you’re not sure which resources you have and which you need to locate – start with the Post-it method.
You can use it to figure out what should be on your vacation to-do list. If the moving parts in the move-Dad project have been keeping you up at night, the Post-it method can give you some peace.
The method helps you prepare for questions and objections. You can use it to figure out website navigation. When you have a decision to make and the good old pros and cons list isn’t cutting it, upgrade to the Post-it method.
Those are just some of the situations for which the method is the perfect tool. Here is why it works so very well: (more…)
You need a bunch of Post-its and something to write with.
It helps to use just one size and one color Post-it. However, that’s not vital — use what you have as long as they are large enough to write on. (But do not plan to use different colors or sizes to organize, prioritize, and so on because that will be counter-productive.) (more…)
Reports of younger people being afraid to pick up the phone to call prospects have become numerous. Is this fresh scourge of phone phobia different from what ails older people? The answer is no… and yes. The no part: The end result is the same–not making calls and/or being unsuccessful in that. However, the reasons behind fear of phone are different for younger people. Resolving those fears takes a slightly different approach, too.
Definitions: “Younger” and “Older”
For the sake of simplicity let’s say everyone born on or after 1985 is “younger.” Everyone else, moi included, is “older.” (sigh) (more…)
Someone recently asked me why Savage and Greene cold calling training does not include torturing students by forcing them to make cold calls in front of all of their peers. Well…I slightly edited their question but you get the idea.
The short answer: Making calls does not have the desired effect (not even close) and wastes a ton of time better-spent on things that will help students succeed. The longer answer is shown below, including a bit of fascinating history. (more…)
“Instead of having participants make calls, we’re interested in having two or three calls made and recording them so they can be analyzed and discussed in training.”
That seems like a reasonable compromise but the bottom line is an even stronger “no” because recording involves the issue of consent.
Read “Rating Prospects” first. Otherwise these tips will make no sense. (more…)
Meetings can be a colossal waste of time. Here are tips for avoiding that, especially for sales and service team meetings held on a regular basis. (more…)
Do you pay your sales or service reps “incentives”? Are you working on strengthening your sales culture? Here is some insight into how one can undermine the other. (more…)
Everyone knows that holding meetings is the absolute best way to promote productivity, right? Ha! Most meetings are a waste of time.
Meetings that waste time usually falter in two areas: There’s no real objective or set of objectives, and the meetings are not conducted effectively. This article tackles potential objectives for sales meetings in particular. Tips for conducting effective meetings in general will be covered in a separate article. (more…)