Sales

The Way Not To Sell

I got this email today. It’s important that you know I’ve never talked to this person. I have heard of the company (who’s name has been changed because I’m feeling charitable at the moment) but this was sent to me cold. I’ve added my comments. The original email is in yellow. (I’m just sharing this with you – I didn’t respond to the email. Yet.) And, before you comment, yes, I’m a big jerk. Dear Pete, Thank you very much for the opportunity to speak with you regarding Acme Business Services. I haven’t given him the opportunity – I’ve never spoke to him or heard of him. Nice trick though. I’m happy to introduce myself as the Regional Director of Business Development for your area. Good for you. I’m glad you are happy. Do you want a cookie? I have been serving the market research industry for over a decade[…]

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The Magic Marketing Bullet – revealed

For years now I’ve kept this highly guarded secret to myself because I didn’t want to let clients in on something that would surely render me useless to them. It’s not like I haven’t been asked a thousand times to reveal this secret – it comes up all the time in various forms but the essence of the question sounds like “What is The Magic Bullet marketing thing I can do to instantly transform my business into a customer acquisition powerhouse?” I know it is selfish of me to keep this magic to myself – after all, a guy’s got to eat and pay the rent. A client who knew this sacred information would know how easy it is to dominate competition and grow their customer list and that doesn’t make economic sense for the marketing and advertising industry. In fact, the Industry has kept this information locked up in[…]

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Chinks in the armor

I hate buying stuff. It’s like I have to be some kind of Sherlock Holmes to select a vendor and not get burned. Sometimes it’s easy to eliminate the jokers – they show up unprepared, don’t listen, and generally talk their way out of a sale. Others are not so easy. They say the right things, offer up gleaming case studies, have good sales skills, polished shoes and generally seem like a good option. The trouble is that usually there are several companies who have very similar capabilities and good sales pitches. How do I make the right decision? Most business buyers experience similar things when going through a selection process. Their process is typically not one of inclusion. Instead it is a process of elimination – evaluating tangible information and leveraging intuition to determine who makes the short list and who doesn’t. You might think they are hanging on[…]

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