How To Make Your Message Appetizing in a Bland Market

How To Make Your Message Appetizing in a Bland Market

Having grown up in Canada, I love maple syrup. I remember Saturday mornings at the sugar farm. Each spring right as the snow was beginning to melt we’d head out into a grove of maple trees.

Each tree had a spigot with a small bucket attached. Sweet sap would drip into the bucket. We’d gather that buckets of sap and bring them the sugar shack.

Straight out of the tree, maple sap tastes like water with a few granules of sugar. When it’s distilled, delicious maple syrup emerges. It takes about 40 gallons of maple sap to make one gallon of maple syrup. It’s no wonder that maple syrup is so valuable—and tastes so good. (more…)

What Would Happen If You Told Your Prospects What Types Of Clients You Want To Serve?

What Would Happen If You Told Your Prospects What Types Of Clients You Want To Serve?

This week I’ve been creating the website content for the new suite of services our team here at Convergo will roll out this summer (can’t wait to launch this!) It’s got me thinking about what our ideal prospect looks like.

We all have ideal prospects. These are the future clients that are a great fit for your business. They value what you do. They align with your values and culture. They recognize the value you deliver and are willing to pay for it.

We also all have prospects that are not a good fit: They don’t value what you do. They don’t align with your values and culture. Instead of recognizing value, they want to grind you for a lower price. While you may make a little bit of profit on the deal, you’ll lose all and more of it as your employees get frustrated serving a client that is misaligned with your company. Usually, these non-ideal clients end up leaving and are often your most vocal critics.

Idea: What if you told your prospects what types of clients you want to serve?

I think if we were more explicit about who we wanted to serve, good things would naturally happen. Ideal prospects would resonate with your values, vision, and culture. They would say, “Yes! Finally! I’ve been looking for a partner like this!” The non-ideal prospects would be repelled. How helpful would that be?

As I’m writing the content for our new website, I thought it made sense to tell our prospective clients what type of companies we like to work with. The hope is that it will create resonance with our ideal prospects while repelling our poor-fit prospects.

This is a work in process, but I’d love to hear what you think. Here’s my message: (more…)

Sales Leaders and Company Owners: The Sad Costs of Not Investing In Marketing

Sales Leaders and Company Owners: The Sad Costs of Not Investing In Marketing

Recently, I was talking with one of my business partners here at Convergo. He’d talked with a business owner about moving from a tactical to a strategic approach with their marketing. In principal it sounded good. However, when presented with a relatively modest budget compared to current annual sales revenue, all of a sudden strategic marketing didn’t seem so important.

I get it. I’m a recovering sales rep. In 1993, I took a job with Lanier Worldwide, a hard-charging sales organization that at the time only believed a cold call happened when you walked in the door of a business. At the time, we didn’t even use the phone. We carried demo machines in the back of our vans. It was all about cold call, demo, close. Don’t come back to the office until you have demoed at least two machines.

Having come from a rich heritage of intense sales activity combined with drilled in sales skills, I understand the importance of prospecting. (more…)

Position Your Dealership as a Team of Experts

How can you earn a prospect's trust? Position yourself as the well informed expert they've always wanted.Your prospects have a long list of business problems.  They also have many questions related to how technology could be used to solve these business problems.

Most business leaders are open to getting help in solving their business problems.  However, most people have been burned at one point because they have made a bad buying decision.  This is especially true in the area of technology where many promises are made but the actual results end up not delivering.  As a result, today’s buyer is very skeptical.

How do you earn trust in this skeptical environment?  

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The New Way to Win More Deals: Sales and Marketing as Co-Creators of Value

Sales is an important part of providing value to your customers. Don't forget that marketing can be the value-adding partner your sales team has always dreamed of.Why do sales people win? Until recently, the primary points of differentiation for companies have been based on two factors:

  • We provide great products
  • We back them up with great service

While that may be true, the challenge is that these provide little differentiation in a marketplace where the great product you sell can be sourced from dozens of vendors online. And while great service is rare, the reality is that there are many companies that provide great service.

In order to win sales, we need to differentiate ourselves. How do we do that? We have to bring value beyond the product and service.

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Will Content Marketing Be Around in 20 Years?

Real talk.....will content marketing still be around in 20 years?

Hang around with me for any amount of time and you’ll hear about Buyer 2.0 and how buyers are on average 71% of the way through their buying process before contacting a vendor or sales rep. Why? Because when we have questions the fastest and most unbiased way to get answers is online. So, we’ve become a culture dependent on search and social proof.

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