Articles with Sales/Key Account Management

The Essence of Sales - Woody Martin

How often have you heard the phrase "sell the sizzle, not the steak"? Well, here is a true story about Woody Martin, a cigarette salesman who sold a box of matches for a dollar - in the 1960s. He did it not by focusing on the matches, but on something much deeper that all customers love.

The Honeymoon Should Never Be Over

Romancing your prospects and customers is a good strategy - but it should never end once the contract is signed and you are wedded together. Long term marriages require a lot of hard work.

Turning Ducks into Eagles

We all know that the best customer service has little to do with systems, processes, loyalty programmes and similar unless you first get your staff on board. The biggest challenge facing you is how you get every person in your company both able and willing to take care of customers. The job of all managers is to turn ordinary people in customer champions – in spite of the fact that dealing with customers is often very hard.

Waiting for the Next Hit That Goes Viral

How does a video go viral on YouTube? In this article we look at a number of ideas that will help you to stand out from your rivals by being interesting rather than invisible - and managing your own "virality."

Your Customers Are Ready – But Are You?

Your customers have probably already made 60% of the buying decision before they contact you. How can you be sure that they buy from your company rather than one of your rivals? In this article we share four tips how to succeed in prospecting for new business.

Your Customers Are Ready. Are You?

Most customers today have done their homework before inviting suppliers to do business. They not only know exactly what they want, but also how much they want to pay, who else supplies the same, and researched your business. Are you ready?

14 Words Customers Really Want to Hear From You

Doing something nice for a customer always creates an obligation to repay the favour, and you should always be willing to help them out of a tight spot.

Advertising is Not Dead - Yet. But it is on Life Support

Companies persist in wasting money and time doing advertising, promotions and sales using methods that have become obviously useless, and it now worse with internet and smartphones. What is the alternative?

Advertising is the Price You Pay for Being Unremarkable

Jeff Bezos made this quotation in his report to shareholders in 2009, and it is more true today than ever before. Why don't companies use the power of referrals and recommendations to keep customers loyal?

Be Gentle on Your Customers

Bad manners never gets you anywhere in life, and even more so when you need the cooperation and support of your customers. It seems some companies will never get it.

Does Showrooming Mean Death to Your Business?

"Showrooming" is the practice used by customers to physically examine and compare products that they want to buy - before ordering the same products online probably for a lot less. Does this spell the end of traditional bricks-and-mortar businesses? Not if they do their best to add value and give customers great experiences.

How Do You Keep the Excitement Going?

Whenever a company embarks on a process to create a culture that delights customers and creates loyalty, we usually recognise four very distinct phases in the process: Awareness, evangelical, frustration, and performance.

Customer self-service

So many businesses become so enamoured with their products and offering that they forget that it's about what customers need and want. Getting a video camera to produce some simple YouTube videos turned out to be a nightmare. Except for the last store.

Pink Jerseys and Pearls

We all have some special little weakness that seems to be a great turn on. (In Aki's case it's women who wear pink jersies and pearls.) What if we were able to tap into our customers' deepest needs?

Romance Your Customers

Most businesses insist on using the "spray and pray" approach to marketing, which is the equivalent of marching up to all the women in a single's bar and proposing marriage. Those days are over, and it's time to learn the new rules of engagement.