Experiential Marketing, sometimes called “XM”, is a trendy term used in the business press to describe a category of marketing activities that requires a direct encounter with a customer. This direct encounter is different from the majority of marketing activities which are mostly passive in nature. For example, advertising is a very passive medium that…
“I know that you believe that you understood what you think I said, but I am not sure you realize that what you heard is not what I meant.” Robert McCloskey, US State Department spokesman Being understood by your customer may be the most important aspect of selling. If they don’t get what you said,…
The promise of value for some brands is like a siren’s call: tantalizing, almost sinful, or too powerful. A few brands receive an almost cult-like following from their customers; yet, it seems that their promise of value is far greater than what they actually deliver. Yet, customers don’t mind. One such brand is Apple and…
“Let me think about,” says your customer. This is the dreaded “no hurry” response, which is one of the most frustrating selling situations that you can encounter in sales. You have answered all the questions, handled all the objections, and determined that the fit with your offering is good. Still, there is no decision. There…
Messaging is a fancy marketing term for the story that you tell about your company or your offering; most importantly, your message must be heard and understood by your customers, friends, and employees. This message must clear, concise, backed with evidence, and tell the right story. Starting with the basics, it all starts with your…
A common lament from many sales people these days is the difficulty that they have in getting their customers to call them back or answer emails. This applies to prospects and even regular customers. Sales people worry that if they call too much they will be perceived as a pest or as unprofessional or, even…
Dumpster diving for niche market products is my way describing the process of creating new niche market products. I read once that for every 3000 new product ideas you get one successful product. Obviously, this was a six figure study funded by the federal government for some university research lab, but I digress. The 3000…
From time to time negotiators are confronted with a negotiation that is deeply rooted in conflict. The cause of the conflict could be from old wounds from a battle long ago, it could be a struggle for power, or it could be a bias or prejudgment by one or more parties. Regardless, the conflict is…
Clever title, huh? Whoops, not so clever; I just Googled the title and got 462 exact hits (more on this later). But, let me first admit the truth. I just now got around to reading Chris Anderson’s best seller “The Long Tail”. It truly is an eloquent work: scholarly, footnoted, indexed, and a bit long-winded.…
Although it has been around for many centuries, “wild posting” is the current rage for product offerings and events that have a need for an “in-your-face” style of promotion. You have no doubt seen wild postings as you walked through an urban area where construction site barricades are plastered with the dozens or even hundreds…