It’s time to dispense with the common nonsense of dusty old selling imperatives (like elevator pitches, unique value propositions, and “always be closing”). One must stop thinking like a seller and start thinking like one’s customers and prospects. Uncommon Sense provides a toolkit of practical strategies and tactics that will improve one’s access to prospects, enrich … [More]
Core Motivators of Human Behavior
Human beings are more alike than we are different. We all yearn for deeper connection. We all want more time and less stress. We all desire health and well-being, freedom, adventure, revitalization and self-improvement, but most of all we crave significance — a sense of purpose. When companies connect with their customers’ deep emotional motivators, the pay-off can be … [More]
Marketing a Business: The Real Story to Success
Behind every successful company is … a great product or service? Well, yes, that helps. But the more basic ingredient for success is a great story about that great product or service. And that’s marketing. It starts with defining the objective, says Jenavi Kasper, vice president and marketing manager at National Bank of Arizona. Is it brand awareness or trying to drive a … [More]
Endorsements, Testimonials and the FTC
The fast-forward button on a DVR and other advancements make it easier for consumers to avoid advertisements on traditional media platforms, leading more and more businesses to rely on endorsements, testimonials and reviews on social media platforms to market their products and services. While favorable reviews of an advertiser’s product on Twitter or a picture of a celebrity … [More]
The Rise of Flexible Working
It’s undeniable — flexible work options are now offered by employers, sought after by job seekers and utilized by employees. When it comes to flexible work — telecommuting, flexible schedules, professional part-time work or freelancing — there are several things businesses should know about the rise of flexible work, and predictions for 2017 and beyond. The big picture of … [More]
Omni-Channel Engagement Trending for 2017
Online-offline connected experiences will be the focus in 2017 as chief marketers, largely not satisfied with the current state of omni-channel engagement, work toward bridging that disconnect. According to a recently released study from the Chief Marketing Officer Council, one of the biggest challenges for marketers in 2017 will be understanding the connected customer journey … [More]
Digital Sense
Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today’s digital-first, omni-channel environment, an organization can gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing … [More]
Operational Data Gaps Compromise Customer Experience
While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience. According to new research from the Chief Marketing Officer Council and SAP Hybris, more than a third of marketers (39 percent) … [More]
Predictable Prospecting
If an organization’s success is driven by B2B sales, its sales force need to be expert prospectors to successfully target, qualify and close business opportunities. This game-changing guide provides the immediately implementable strategies needed to build a solid, sustainable pipeline — aimed at sales and marketing executives, team leaders, and sales representatives. It teaches … [More]
Sales: Embrace Being No. 2
In the 2008 Olympics, Michael Phelps won the Gold Medal in the Men’s 100-meter butterfly, beating out Milorad Čavić by a mere .01 second. Literally, in 1/30th of the time it takes to blink, Phelps’s dreams were realized and Čavić’s dreams were dashed. Over the course of a salesperson’s lifetime, it’s inevitable that you will face this same struggle. You will be told no, be … [More]
Sandler Enterprise Selling
Competitively pursuing large, complex accounts is perhaps the greatest challenge for selling teams. To keep treasured clients and gain new ones, one needs a system to win business with profitable enterprise clients, serve them effectively and grow the relationships over time. The only enterprise selling system based on the proprietary Sandler Selling System methodology created … [More]
Marketing: Live from Mesa Chamber
“Mesa Morning Live” is far from your typical chamber networking event, although it does include a mix-and-mingle, breakfast and a few table presenters. But the core of this successful program that the Mesa Chamber of Commerce puts together every month is informative entertainment that’s professionally produced and broadcast live (and archived on YouTube) for the benefit of … [More]
Beyond the Sales Process
The average executive spends less than 5 percent of his time engaged in the buying of products and services. This means that in this post-recession business environment, sales professionals who focus solely on the moment of the sale have made a fatal miscalculation. Featuring instructional case studies from companies that include Hilton Worldwide, Merck and Siemens, this … [More]
Advocate Marketing
This book shows CMOs, business development leaders, customer success professionals and sales executives exactly how to leverage this powerful approach. Barbara Thomas helps readers make the business case, outlines the strategic requirements, and presents powerful best practices and case studies. Learn from the experience of recognized leaders in advocacy marketing, from Intel … [More]
Outside Help
There are plenty of reasons why nonprofit organizations seek the expertise of consulting firms. They may face financial uncertainty, a major fundraising campaign, an extended project or leadership changes that would benefit from a third party’s professional insight. Additionally, they may seek counsel during program or organizational expansion to help identify and align new … [More]
Coaching for Fundraising Success
Though they possess innate fundraising instincts and a passion for their nonprofit missions, Kristin Priscella and Annet Ruiter admit they weren’t necessarily born fundraisers. Priscella, Arizona Science Center’s chief operating officer for external affairs, started within her organization in a marketing capacity. Ruiter, vice president of external affairs for Planned … [More]
Multicultural Marketing and a Changing Mainstream
Without doubt, the multicultural market in the United States is an increasingly powerful consumer. Research by Geoscape, the leader in business intelligence across the multicultural market, shows Hispanics currently represent 18 percent of American households but were responsible for nearly half of the growth in consumer spending from 2013 to 2014. Between Asian-American and … [More]
The Marketing Plan Handbook
Marketing expert Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks to reveal the critical steps a businessperson needs to cross over from business owner to marketplace competitor. Dishing bite-sized lessons, supported by in-chapter exercises and end-of-chapter actions, Bly coaches the reader in creating an effective marketing plan … [More]
