What is Important to Your Prospect

What is Important to Your Prospect

Prospect analysis, or knowing what’s important to our prospects when they’re making a buying decision, is critical to becoming marketing driven. “If you want to know why John Smith (or Jane Smith) buys what John Smith buys, you’ve got to see the world through John...
Seek First to Understand

Seek First to Understand

The next step in marketing system development is to create a Positioning/Differentiation Strategy for each target segment. The Positioning/Differentiation Strategy dictates how you will present yourself in your chosen market segments, and how you will clearly...
Close the Sale

Close the Sale

Business owners and executives often tell us if they can just get in front of a prospect, they’ll almost always “close the sale”. Based on our experience, people tend to overestimate their close rate success. Most businesses don’t even measure close rates, but if they...
Plan if You Want to Grow Your Business

Plan if You Want to Grow Your Business

When business owners and executives ask us which marketing tactics work best; advertising, direct marketing, internet marketing, trade shows, etc., our response is to ask them about their growth objectives. What do growth objectives have to do with marketing? The...
Online Marketing: Getting Started

Online Marketing: Getting Started

Online marketing has become foundational to all business development activities. Going forward, all effective marketing initiatives will have an online component. It’s the “new normal”. Simply put, online marketing is the use of appropriate, available electronic tools...