The Competitive Advantage

May 31, 2016

Use this 16-point Checklist to help fix your broken website.

This past week, I spent some time online doing research for new project management software. I did a Google search for highly-rated platforms, then went to the website of those that interested me.

One of the first things I do when investigating software is to watch a video demo to get a feel for the platform. This week, though, on the websites of two of the platforms I was investigating, the videos weren’t working! Videos are perhaps the most important element on a website selling software… and they were broken. And these are software companies!

Which got me to thinking about all businesses… after a new website launch, how often do we go back and look through it to make sure everything is functioning properly? If you’re like most businesses, not very often… or more likely – never! At least not until a client calls to alert you about a problem… and by then, the damage has been done.

May 24, 2016

Don’t like social media? Too bad… get over it!

I was meeting with a group of senior leaders at one of my clients last month, talking about various marketing strategies and tactics. One of the items we discussed was the use of social media marketing… specifically that these key leaders be active on LinkedIn and Twitter.

One of my contacts (by the way, not a technology luddite) literally rolled his eyes at the prospect of actively using social media.

My response to him… “I understand your hesitation… but GET OVER IT! It doesn’t really matter want you want… it only matters what your clients and prospects want.”

May 17, 2016

Too busy for marketing? I don’t think so.

Twice in the last month and a half, I’ve had the pleasure and privilege of speaking before groups of market researchers – first in Philadelphia, then later in Chicago. With both groups, we discussed all kinds of ways for firms to grow their businesses without a lot of money, outlined a simple way to build a marketing & sales plan and much more. Great fun!

Interestingly, in each of those presentations… I was challenged with the statement, “but Steve, I don’t have time to do that!”

Sorry, but I’m gonna call, “B.S.”

May 10, 2016

Selling with email? STOP IT… your emails suck!

Every day, I receive emails from [pitiful, desperate, etc.] salespeople trying to sell me something. And as someone who has spent the better part of his 30-year career in sales and marketing, I can tell you that not only do these aggressive, high-pressure emails rarely work, they are generally so badly constructed and delivered that they have almost no chance of working.

So, for all of you salespeople – and more importantly, for your managers and business owners who just don’t have a clue – let me give you some guidelines for improving your chance of success when selling with email…

May 1, 2016

Strategy Before Tactics!

Before we jump into the importance of strategy – and specifically, the importance of developing strategy before creating tactics – a couple of definitions…

Strategy: Your ‘direction.’ It’s the ‘what’ you will do to achieve your goals.

Tactics: It’s the ‘how’ you will do it.

For example, ‘advertising’ is not a strategy… it’s a tactic that supports the strategy of ‘building awareness.’ One strategy can be supported by multiple tactics… and one tactic can support multiple strategies. Makes sense?

OK, back to the article…

April 26, 2016

Deliver a great customer experience… even to non-customers.

As I write this, I’m sitting in a coffee shop in Norwalk, Connecticut after having flown into LaGuardia Airport in New York City earlier today. I got off the plane, followed the Ground Transportation signs and hopped on the shuttle bus to the Enterprise Rent-a-Car Center.

When I arrived at the center, Matt Scro, a very friendly and professional manager at Enterprise greeted me at the counter, introduced himself and shook my hand (something that has never happened to me at a rent-a-car facility… ever!).

When I asked him where I could find the “Emerald Aisle”… the issue came to light. My reservation wasn’t with Enterprise… it was with National Car Rental!

[insert what-an-idiot comment here!]

April 12, 2016

LITTLE things can make a BIG difference in marketing

The value of A/B Testing

A true story… Down the hall from our office is the sales & marketing office for a construction company that specializes in steel buildings. I’ve gotten to be friends with the heads of sales there.

He was telling me about a new video he recently placed on his website’s home page. He had hired a professional spokesperson, written a friendly script and produced a very nice little welcome video. Immediately, site activity dropped and bounce rates jumped. Huh?!

April 2, 2016

6 Marketing & Sales Lessons Learned in our First 4 Years in Business

I am proud to say that April 23, 2016 marks four years since we first opened our doors. And though I’ve led the growth of other organizations, this is first time I’ve built one from scratch. To that end, it’s been truly interesting to learn what it really takes to grow a business.

And based on that education, here the top 6 marketing & sales lessons that I think have had the most impact on our success…

#1. Spend time working ON your business… not just IN it.

As a small business owner or senior executive, it’s difficult not to get sucked into the details. Often, you have no choice. But if you don’t step back once in a while and ‘think’ a little, you’ll always be stuck in the ‘do’ mode and will constantly be forced to be reactive. Use this thinking time to take charge of your business.