Blog

Getting In: More on the greatest sales skill of them all

I’ve written before on my belief getting in is the greatest sales skill of them all — greater than qualifying, advancing, and closing a sale. The reason is simple, if you can’t get in, nothing else matters. It’s impossible to...

5 Go-to-Market Influencers

I’m pleased to have been included as one of five Go-To-Market influencers highlighted by OpenView Labs. A go-to-market strategy is a unified, multi-disciplinary approach to bringing products and services to the marketplace. While many companies have traditionally treated their marketing,...

The missing point in the discussion on interruption marketing

It’s hard to find many marketers who defend interruption marketing — phone calls, advertisement, direct mail, email, etc. The fashionable thing to do is go soft — ask for permission, avoid the topic of taking action, suggest and hint instead...

Tired of competing on price? Here’s an example of a company who changed the rules

The simplest way to avoid becoming a commodity — subjecting your offer to price comparisons and low, to non-existent, customer loyalty — is not to allow yourself to be common. The secret is obvious: make yourself an orange to compare...

The hidden opportunity for many company websites

Webkick is the web application of Saleskick, a portfolio of services to help companies better communicate with target audiences to help them sell more — faster. For example, a Saleskick principle is no one wants to buy the things you...

Making sense of what, why, and how

I recently submitted a post to a blog carnival that ended its posting requirements with this statement – Remember, how beats why. Wrong. Both are critical. And both beat what, which is what I think they meant. Here’s why. How...

6 things you should do if you just lost your biggest customer

“I just lost my biggest customer. What should I do now?” Some companies survive month-to-month on the relationship of just a handful of customers. Worse, some businesses survive in great part because of only one customer. Many sales reps live...

Sometimes things are too good to be true — maybe there’s an opportunity

I received an offer in the mail a while ago that looked great! Maybe too great. That’s the problem, it’s too good be true. Where’s the small print? I know somewhere in here there’s a catch. Why do I feel...

Core Story: How advantages fit into the benefit discussion

Advantages are often confused with benefits in marketing and sales communication — mucking-up a core story. As salespeople, we too often tout advantages as the reason to buy from us — a big mistake. Advantages are the things you can...

Core Story Example: Lead Generation Letter

One of the common questions about core stories is how they are used in sales and marketing campaigns. This post will provide an example. ======= I don’t define a core story as an end, such as a presentation, white paper...