111708 Going In With A Script
In which we learn to be brilliant and be brief when we’re pitching an idea. What could we learn from the challenges of pitching movie script ideas to production companies? Read more »
Positioning Value
100608 Forget About The Specials
In which we are reminded to fit special promotional offers to our clients, not the reverse. It came as a little bit of a shock. I was wrapping up a telephone conversation with Edith, a customer service representative at a clothing company from whom I buy winter outdoor clothing on line. My dad and I … Read more »
091508 Tailored Approach
In which we learn to open communications with prospects using something THEY are interested in. So, my first child is at college now. First year. Good news and bad news. I haven’t heard from him much. He doesn’t return my phone calls. Doesn’t reply to my text messages. Doesn’t write back when I email him. … Read more »
090108 How Quickly We Forget
In which we are reminded to mind our prospects and clients why they wanted to talk to us in the first place. Remember the line, "When you’re up to your a** in alligators, it’s easy to forget the objective was to drain the swamp"? Early one morning last week, I began reading a proposal we … Read more »
When It’s All The Same
The walking time measured in dog years from Gate H17 to G14 at O’Hare Airport last Tuesday was relatively short. Maybe two hours. Feeling hungry, traversing my tenth airport in four weeks, carrying 45 pounds of stuff, the time and distance seemed longer. I dawdled and peered at each concourse snack stand, seeking inspiration, reasons … Read more »
Relationship
On Saturday night, I watched the movie, “This is Spinal Tap,” a 25-year old “mockumentary” about a fictional, dreadful heavy metal band named, as you might guess, Spinal Tap. Read more »
Positioning the Benefits
It was a brilliant, blue-sky-with-yellow-leaves September Saturday afternoon. With other parents, I was standing on a soccer field sideline, watching the town’s high school soccer team scrimmage another team. The talk was loose and easy – how was your summer, do you think the Red Sox will beat the Yankees, what classes is your son … Read more »
Developing Expertise
About six weeks ago, we wrote: Whether you’re selling office equipment, mulch, or payment solutions, you are selling your expertise, not your products. Read more »
Happy and Interested
….In which we provide an effective alternative to cold calling prospects for appointments. Which would you rather do? Make 500 cold calls seeking appointments with people you’ve never met and who don’t want to talk to you? Or create a personal marketing program which brings them to you? Read more »
It’s Good To Have A System
….In which we discuss the importance of systematic follow up. Two months ago, on May 29, I shared a story about Kevin-the-carpet-guy who called my office phone with the following message. “Hi, this is Kevin, and I’m in the carpet and upholstery cleaning and duct and vent cleaning business.” Read more »
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