Posts filed under: Get More New Clients

Difference empowers your core story because it makes it uniquely yours. It ties the things you do directly to the benefit your customer purchases. It starts the process of creating an orange to compare to the apples your competitors offer....
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Features and functionality have a key role in your core story, but you have to position them to realize their selling power. And there’s a cautionary piece when talking about them that can jeopardize your sales process. The danger is...
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Isn’t trust the foundation of every relationship? Think about it. For every relationship we value — spouse, friend, family — trust is at the core. We trust they will support us and act in our interest. We trust they’ll take...
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I had a really good conversation with a a client yesterday about earning the attention of reluctant listeners — we were discussing them in relation to target audiences within a core story. The conversation led to the question posed in the title of this...
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Here’s something often overlooked in the cold calling debate: business people cold call each other as a routine part of growing a company. Every day executives pick up the phone and call a peer at another company, unannounced, to discuss...
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Cold calling is one those things you can bring up in conversation with a room full of sales professionals and damn near start a riot arguing its worth. There aren’t many fence sitters on the topic — you pretty much...
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I just re-read and threw away a wonderfully worded sales letter – the use of language was spectacular, grammar was perfect, and the format was great!  The letter has everything you’d want in a first contact with a new suspect...
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In 1972 Irving Janis, a psychologist, used the term groupthink to describe how groups of people can make bad or irrational decisions. Via Wikipedia: In a groupthink situation, each member of the group attempts to conform his or her opinions...
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Some of the lead generation cold calling you do results in speaking to an administrative assistant — a gatekeeper instructed to keep people who reach the principal to a minimum. Gatekeepers are effective at sounding encouraging, when in reality they’re...
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There are countless things you can do as a marketer.  But that’s never the point. Just because you can do something, doesn’t mean you should. What you should be doing are the few things that best reach your target audience...
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