Archive | Sales & Marketing

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Winning in Today’s Sales Ethos

A recent article made the point that face to face selling is almost obsolete.  The basis was that corporate hiring of outside sales positions has leveled off whereas hiring for inside sales positions has increased.  While we agree that this is true, we feel it is equally important to recognize that this is often due […]

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When It Pays to Spend Money You Don’t Have

As I meet with leaders at private colleges and universities around the country, I hear a common refrain: “We need to boost our enrollment numbers, but don’t have the money to invest in outside services.” When resources are tight, spending money you don’t have seems foolish, but former college financial executive Paul Greiving offers a different perspective. During his […]

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How an “Eye in the Sky” Can Increase Commitment and Performance

What steps do you take to ensure you achieve your goals? A recent study by Dr. Gail Matthews at Dominican University of California found that people who define their goals, share this information publicly, and offer weekly performance updates were on average 33% more successful in reaching their goals than those who merely set goals. […]

10 Ways to Increase Accountability

Some managers think of sales as an easy performance measure.  It’s binary–either you made your objective or you didn’t—but, when you over-simplify sales performance this way, you create a couple of problems: It is an “after-the-fact” metric.  You only know if you have hit your goal at the end of the business cycle, when it […]

Volume & Velocity – It’s Not Rocket Science

Most people haven’t thought about “volume and velocity” since their high school physics classes. The terms call to mind the kind of abstract equations only a rocket scientist or automobile designer could love, but to me, volume and velocity mean only one thing: sales capacity. As we learned earlier in the Sales Strategies Series, these […]

Why Your Sales Process Matters

Many companies believe that a “business is only as good as its employees,” a fundamental mantra of corporate life. To a limited degree, this is true: employees are ultimately responsible to deliver high quality products, care for customers, and serve as the face of the company. However, while employee impact should never be minimized, I […]

Using the SWOT Analysis to Your Advantage

In a previous post we explained how to use an External SWOT analysis to assess your strengths and weaknesses relative to your competition.  It’s a simple tool that empowers you to develop marketing messages that effectively position the unique products and services you offer. When combined with the information you gathered during the strategy development […]

Standing out from the Crowd

No matter how experienced your sales team is, we can all use a marketing lesson once in a while. To quote Bob Dylan, “The times, they are a’changin’,” and it’s strategic to add new tools to your sales toolbox. An excellent resource to keep your company and its marketing up to date is Guy Kawasaki’s […]

A Satisfied Customer Is the Best Advertising

I hope you’ve had a chance to experiment with the Marketing Messaging templates we discussed over the last few weeks. They’re simple tools that will energize and enable your sales team. Finding the right words to describe your products increases sales, but equally as important are the words of others. Positive endorsements will reinforce those […]

The Final Steps

  As an outcome from Part 2 of MMC’s messaging-development process, you should now have over-arching statements that efficiently encapsulate the primary themes associated with your offerings.  These should be concisely structured in the form of benefit statements that satisfy both the entrepreneur and the risk-avoider.  From a customer perspective these statements describe what you […]