By John Bernardi
Wednesday, April 25, 2018
By John Bernardi
Saturday, April 14, 2018
If your goal is to earn a price above your category's median price, you will need a Unique Value Proposition for each of your targeted personas. If you try to get by with one UVP, it will be average at best because you will be trying to shoehorn each persona into the same UVP that's convenient for you. Persona based Brand UVPs will create buyer interest in speaking with you. Each proposal's executive summary will require its own Proposal UVP in order to win profitable sales opportunities.
Saturday, March 31, 2018
A unique value proposition will maximize your brand's value without price concessions. Create a brand UVP for each important buyer persona you serve. Strong brand UVPs can be the core of your content marketing strategy.
Thursday, March 22, 2018
Unless you invest in resources who are willing and able to consistently implement your marketing and sales programs and campaigns, why spend the money developing these programs and campaigns? As a business leader, ask yourself if you are the root cause of resistance to change.
Saturday, July 22, 2017
Monday, March 13, 2017
Sales Compensation Plans Should Foster High Business Acumen
- Situational incentives i.e. off-season sales, new accounts, new market segments, etc.
- A % of gross profit is paid for closing large opportunities if the sale exceeds targeted %GP, includes a plan to close the deal, and the proposal leverages a unique value proposition.
- Achieving Annual Quota earns a budgeted commission with YTD payments.
- Participants who exceed their quota are eligible to earn a share of Company Net Profit Contribution where NPC = [Total Gross Profit - Total Sales Overhead].
Thursday, February 16, 2017
Business Strategies Based On Sales Models Limit GrowthAre you a CEO whose company implements a sales model as its underlying business strategy? Does it provide a comfort zone that enables you to focus on the transactions that populate your P&L rather than continually nurturing the health of your customer and market portfolios? Do you have the necessary knowledge, belief, patience and risk tolerance to invest in a growth strategy?
Are your marketing people really marketing assisted selling tacticians who create content, run promotions and coordinate events instead of leading the growth strategy?
What level of marketing competency has your company achieved?
- Marketing novice
- Marketing apprentice
- Marketing practitioner
- Marketing master