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The Competitive Advantage

May 24, 2016

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

twitter-linkedin-logos 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.”

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May 17, 2016

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

too busyTwice 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.”

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May 10, 2016

Selling with email? STOP IT… your emails suck!

comp1Every 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…

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May 1, 2016

Strategy Before Tactics!

SBT1Before 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…

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