Thursday, January 26, 2017
Monday, May 2, 2016
Unique Value Propositions Raise Brands And Proposals To The Next Level
Unique Value Propositions Raise Brands & Proposals To The Next Level
Strong UVPs Guide Buyers Away From Commoditizing Your Business
An elevator pitch is your situational sound bite response to someone who asks "what do you do?" Your goal is for them to invite you to discuss what you can do for them.
Without tag lines, puffery or jargon, a Brand UVP
introduces a non-price related common ground early in the lead
nurturing process. When an important lead becomes "sales-ready", it's
time to create the right Proposal UVP.
A strong UVP that is etched into the core of your business will impact everything from back office to front office.
Wednesday, February 3, 2016
"I Am Not My Target Market"
You Probably Don't Match Your Ideal Customer Profile
It's
tempting to make intuitive marketing
decisions based on your own preferences. But, you're likely to either miss out on a
great opportunity or follow a path to unsatisfactory results. All it takes is a few false starts and your
aspirations for moving your company to the next level will fade into the sunset.
What
happens is that - the product or service that you've designed, or the campaign
you've developed, or the channels and locations you've selected, or the price
points you've chosen - are based on your perception rather than being aligned
with the facts associated with those to whom you are marketing and selling.
Research,
surveys, interviews and testing will enable you to define and understand each finely
tuned B2B segment or B2C persona. First,
understand their pain points, objections, information sources, and what's important
to them. Then, you can innovate ways to
solve problems, enhance experiences, place content where their they will
discover it, and create raving fans.
Armed
with a value proposition tailored to each segment or persona, you will be ready
to generate, qualify, nurture and convert leads to sales ready status.
You
need someone who encourages you to consider this principle every time you make
a marketing decision.
Sunday, November 29, 2015
The Benefits Of Routine
A
sales and marketing lifestyle means that you have quality time for building relationships
with mavens and connectors, for content marketing, for helping team mates, and
for taking the right actions to grow your business. Routine enables your day-to-day basics to be performed
well and on time so that you can allow your antenna to always be listening and
your peripheral vision to always be watching.
An Effective Routine Will Enable You To Wisely
Progress Towards Your Goals
Daily
routines prevent knee jerk reactions and wasted time. I produce
my best results when I follow my routine in a heads down fashion. But, I periodically look up to stay on track,
adjust to new opportunities or threats, improve a process, acquire better tools
and navigate unexpected surprises.
Routines
Create Confidence, A Key To Success
A
routine that spans goals, action plans and workdays builds self-confidence. You become well rounded if it contains the right amount of time for work, passion,
learning, and enjoyment. You will become more friendly and
interesting, and people will respect
you for being consistent and dedicated.
How
Much OF Your Time Is Freed Up By Routines?
Customer
Facing Roles Need Powerful Routines
- CEO routines develop innovative and customer-centric cultures for achieving financial, customer and employee goals.
- Marketing routines ensure lead generation and nurturing to sales-ready status while existing segments are penetrated and new ones are developed through a well managed mix of products and services.
- Sales routines ensure that qualified opportunities are closed, while key accounts are nurtured and territories are developed.
- Call center routines enable you to delight customers and channel partners.
Routines
Must Be Constantly Upgraded
As your routine becomes muscle memory, tweaking it with new ideas will enable
you to rise to the next level.
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