Marketing and Prospecting Articles
The most common way people try to warm calls up is by mailing or emailing first. This common effort comes with common errors. This article covers the errors, how to avoid them, and how to successfully blend letters/emails with calling. This really has to begin with unrealistic expectations for what letters or emails can do to [...]
I am careful about using the phrase "call reluctance" and you may need to be, too. Here's why. First, I want to introduce you to Shannon L. Goodson and George W. Dudley, the authors of The Psychology of Sales Call Reluctance: Earning What You're Worth in Sales. It was Dudley who coined the phrase "call reluctance" [...]
“Register” “Buy Now” “If you’re interested, call me back.” Those are examples of a marketing call to action -- a term and practice that’s been around for over 100 years. The first two work, the third doesn’t. This article tells you why. What a Call to Action is Supposed to Do A call to action is [...]
Where Lists Come From The types of data available is absolutely mind-boggling. We’re talking anything from what kinds of soup people in Oregon buy, to web-traffic habits of male executives who buy soup, to all soup can manufacturers in Ohio with between 501 and 723 employees. There is tons of data, but only a handful of [...]
Got any "errors and omissions" insurance? Do you really need that? (Does it actually exist?) Whether you need or "should" have liability insurance becomes a sales issue for many consultants, in particular. Since I often provide training to commercial insurance brokers I have access to pros who can answer that question. This Primer was created with [...]
Networking can be an excellent marketing tool to include in the mix. Because networking is often a favorite, it’s also easy to spend more time, money, and effort than it’s worth. Here's how to use a simple matrix to make informed decisions. Create a matrix or table that has six columns: Column 1 - Organization and event [...]
