Thanksgiving is a great week! Kids coming home from school. Gathering with family and friends. And without the pressure of the Christmas holidays . . . yet.
Of course, in the background is all the noise about the government and the upcoming elections. But let’s face it, it all starts on Thursday, at home, with family.Read more
It was not that long ago when Thanksgiving weekend was all about family, turkey and football and the concept of Black Friday – the manic shopping day after Thanksgiving – did not even exist. Oh sure, people might head over to the mall and start doing some Christmas shopping, but it was a far cry from the institution and media phenomenon that exists today.
So, how were the retailers able to drum up this feeding frenzy?Read more
In their book (which is great by the way), “The 22 Immutable Laws of Marketing,” authors Al Ries and Jack Trout make a great point when they state:
“You have to BLAST your way into someone else’s mind!”
Think about that for a moment. Buyers are bombarded with marketing and sales from all sides. Almost all of it is mediocre or average in terms of making a real impression or turning their heads. The amount of noise and clutter is astronomical these days.
So, how can you break through all that and “blast your way into someone else’s mind?” Read more
We have all been in situations in which we know the buyer wants to pull the trigger, and the outcome will be good for everyone, but he cannot quite overcome his fear of making a mistake.
Here is a technique to help move toward closure. It goes something like this. Read more
There is a very successful Realtor I know who sells high-end second homes in a fashionable resort community. It is well-documented that the vacation home market is under severe pressure, but, of course, that is when the talent in the industry shows its stuff.
Here is an example. Read more
What is your specialty?
The reason that I ask is because customers love to buy from specialists. That is, from people they believe are absolute experts in a given area in which the buyer has a high degree of interest.
Doctors are great examples. If we are told, God forbid, that we may need to have a quadruple bypass, the chances are that we are not going to seek out just any doctor’s advice. We are going to try to find the best heart specialist we can . . . someone who can convince us that he/she has great knowledge and expertise about open-heart surgery.
A more mundane example: Read more
Yesterday I received a very expensive brochure in the mail, almost magazine quality. It was beautifully designed with striking colors and even wrapped in a transparent wrapper. I was impressed . . . so impressed that I tossed it into the garbage without removing the wrapper.
I know that you do the same, every day, at home and at work.
This is not a knock on brochures. Most of us use such important collateral material all the time in the course of our direct mail marketing and as leave behinds at meetings.
But here is the difference. Read more
I recently sold some stock and wanted to put the cash into one of the best known, and highly rated banks in the country. The amount of cash was not insignificant.
I called the number of the local branch in my community. But rather than reaching someone at the branch, the number channeled me into a central call bank.
Here’s what happened . . .
Call Center: “Can I help you?”
Me: “Yes. I want to talk to someone about moving some money to your bank.”
Call Center: “What?”
Me: “I want to talk to someone about some of your investment vehicles.”
Call Center: “Do you mean you want to talk to a banker?”
Me: (I paused for a second.) “That’s the general idea.”
Call Center: “Hold please.” (30-second pause). Read more
Some of the most compelling marketing and sales techniques are now being developed in what was once the sleepy backwaters of the not-for-profit world, and leading that revolution are college and university alumni associations.
You have probably noticed an uptick in the frequency and quality of information you have received from your Alma Mater. You can thank technology for that dynamic as the universities deploy ever more sophisticated search and communications methods to keep track of and stimulate their alumni.
So here is a question for you as salespeople. Read more