Dilbert creator Scott Adams offers his most personal book ever — a funny memoir of his many failures and what they eventually taught him about success. How does one go from hapless office worker to world-famous cartoonist and bestselling author in just a few years? No career guide can answer that, and not even Scott Adams (who actually did it) can give a road map that works for … [More]
Marketing Gelato Spot Creates Win/Win Op for Local Chefs
Gelato Spot’s current marketing campaign combines cross-promotion within the restaurant realm of small business with support of community nonprofit Phoenix Children’s Hospital. Through the summer, Gelato Spot is hosting a flavor competition among chefs at noted local restaurants, who have created his and her own flavor, and funds raised will be donated to the hospital in the … [More]
Strengthening the Pipeline for References
Harnessing the power of references and referrals seems like an obvious win. What could make more sense for a business than to leverage the enthusiasm of happy customers to convince buyers that they need its products and services? And in an increasingly social and networked world — not to mention an economy where every dollar of revenue is critical — this type of third party … [More]
Check the Vital Signs of Client Relationships
Annual checkups play as vital a role in a businessperson’s professional health as physicals do for individuals — especially with regard to client and customer relationships, which are the lifeblood of every business. Most clients vote with their feet. They don’t tell a business they are unhappy — they simply start to give their business to its competitors. Client relationship … [More]
Professional Services Marketing
This book is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its second edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy, establishing a brand and reputation, implementing a marketing … [More]
Smart Calling
This is a sales book that makes sense for those struggling with the fear of making cold calls. Smart Calling is the benchmark as the highest professional standard for effective cold calling. Take the initiative to read and implement the author’s rational principles; readers are likely to sell much more and develop a prospect base of potential customers who will call when they … [More]
Grow the Core
Growing core business is key for sustainable, profitable growth, yet advice on how to do it is thin on the ground. Grow the Core is a practical guide to focusing core business for brand success, illustrated with inside stories on brands that include Apple, James Bond, Heinz, Nespresso and McDonald’s. A program of six “Workouts” helps to harness the whole marketing mix to grow … [More]
Small Business Prospers in the Global Village
Small and medium-sized companies (SMEs) engaged in international markets are twice as likely to be successful as those operating only domestically, according to a recently completed study by IHS that was commissioned by DHL Express. IHS studied SMEs in the blocks of countries referred to as G7 (United States, United Kingdom, France, Germany, Italy, Canada and Japan) and BRICM … [More]
What’s in a Name? Arizona Law Firms Gain Marketable Options
As of last month, law firms in Arizona have the option to name themselves a trade name rather than being required to use the attorney’s surname, with the limitation that the trade name must be truthful and accurate and not be misleading, such as implying an affiliation with a government office. This brings Arizona in conformity with a majority of the other states nationwide on … [More]
Customers Can Be a Company’s Best Marketers
The old paradigm works like this: A company produces goods and services that help customers get a job done. In return, the customers pay the company money. The company takes that money and invests a good portion of it in traditional sales and marketing efforts — including product developers, creative people and salespeople, all of whom are paid to figure out what buyers want … [More]
Prospecting Behavior Trumps ‘Sales Personality’
Studies show that having a “sales personality” is only one piece of a complex puzzle. In fact, a recently conducted study found that focusing on personality to forecast sales success is putting the cart before the horse. “Before personality traits, sophisticated training or financial incentives can even come into play, salespeople must first have prospective buyers to sell … [More]
Breakthrough Marketing Plans
Almost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their tomes to senior executives. But most marketing plans are too long and too complicated. They end up sitting on a shelf, unread and unrealized. Breakthrough Marketing Plans provides simple, clear frameworks that are easy to apply, and … [More]
Brand You
In the modern workplace, clearly defined hierarchies are on the wane, few have “jobs for life,” and many have portfolio careers or are self-employed. In these self-reliant times, it’s essential to be remembered for the right reasons. Brand You helps the individual develop a powerful personal brand, both on- and offline, and shows one how to discover one’s talents, values and … [More]
Ask Straight Up — and Close the Deal
Most salespeople, when it comes down to it, are downright scared of being direct and to the point and telling people in no uncertain terms, “Here’s what I want!” Think about it. There’s a conspiracy that encourages people to bury their most important wants and desires. Marketing trainers use consultative selling to draw people out. Social media consultants say, “Selling … [More]
Drive Business to Success with a Winning Marketing Concept
Behind every successful product, service, or brand is a powerful concept. It is really that simple. Products and services that win in the marketplace are successful in presenting an idea that combines a clear benefit with invisible consumer logic. Whether the business is big or small, just started or in some stage of maturity, it needs a marketing concept. Surprisingly, many … [More]
Small Message, Big Impact: The Elevator Speech Effect
Acclaimed speaker and consultant Terri Sjodin defines an elevator speech as a brief presentation that introduces a product, service or idea. Its purpose isn’t to say everything about the topic — just to intrigue and inspire the listener to want to hear more. And Sjodin suggests businesspeople expand their vision of what it can do. In this newly updated edition, Sjodin offers … [More]
The Referral Engine: Teaching Your Business to Market Itself
The small-business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you. The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague or even stranger with … [More]
Sexy Little Numbers: How to Grow Your Business Using the Data You Already Have
Imagine if you could identify your business’s most profitable customers, craft a better marketing strategy to communicate with them and inspire them to buy more. Today, everything we do creates data, and the volumes are enormous. We no longer need expertise in math or statistics or even expensive modeling software to get the most out of all these revealing consumer insights. A … [More]
