Archive | Sales Strategies Series

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 […]

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 […]

Mapping Your Message – Part 2

  Without wasting any time, let’s continue with Part Two of the messaging process. In Part 1, we analyzed features of your company’s products and services. By identifying their distinctives, value, and benefit to customers, we created preliminary messaging statements and put them into groups. In Part 2, we follow a similar process, but focus […]

Mapping Your Message – Part I

  Companies of all sizes struggle to hone their message and market it creatively.  A single encounter with the incorrect tone, distracting graphics, or awkward wording can jeopardize a potential sale by converting a clear, appealing message into a swampy, obscure mess. Recently, I observed two basic principles of business messaging at my local park: […]

Sizing up the Competition

  It’s been a fascinating week of weather as Hurricane Irene pummeled the Mid-Atlantic and Northeastern states. Who could have imagined that New York City, the city that never sleeps, would shut down for an entire weekend – or that inland states, like Vermont, would suffer devastating flooding as a result of a “tropical storm”? […]

Beyond Volume and Velocity

(This is the second in a series of posts  devoted to Sales Strategies. To read other posts in this series, click the “Sales Strategies Series link in the right column.) A concept that is typically associated with sales strategy and performance is that results are based on volume and velocity.  There’s no question that volume, […]

When You’re Not Selling an iPad

(This is the first in a series of posts  devoted to Sales Strategies. To read other posts in this series, click the “Sales Strategies Series link in the right column.) Often when talking with a small or medium size business, the conversation turns to marketing versus sales.  We would all love to live in that […]