Playing to the ordinary only minimizes your opportunity for success. Extraordinary is what differentiates and connects with buyers.
Category Archives: Sales Strategy
Defending Mediocrity
Customers today ignore boring products. Old brands which do not inspire passion or luster are not guaranteed to be around, for customers increasingly value what is novel and stands out rather than what was promoted to be safe, common, and routine. Many of the institutions we see (yours may be one of them) are intrinsicallyContinue reading “Defending Mediocrity”
Increasing Conversion
The temptation is to focus on selling. This means throwing more money at how to generate leads. However, if those leads engage in an ineffective process with your organization and value proposition, then it’s like rowing harder with a hole in your boat. Patching the boat should be the priority first. It is easy toContinue reading “Increasing Conversion”
Everybody Believed Him
Fred LeBow changed the world. He was a Romanian immigrant that had a way of connecting with people and infusing his vision. He started the New York City Marathon and made running an international virus. His journey looked like this: Fred’s story is the story of most evangelists and difference makers. Their skills are collectiveContinue reading “Everybody Believed Him”
Platform Shifting
Being trapped in time is a tragedy. While the world is changing around us at a rapid pace, there are people that hope that it does not. The reality is that change is occurring at a blurring rate. It is exhilarating for leaders and those that are in the game. They are pulling out theirContinue reading “Platform Shifting”
Content Is King
Because of our increasing inattention, hype, fluff and gimmicks only distract buyers today. Think about how you buy. You start with some kind of pain. It takes the form of: Lacking something Needing something Desiring something Pursuing something Before the internet, we were handicapped. We needed to know our options and companies who could distributeContinue reading “Content Is King”
What You Mean
“It’s not so much what you do, it’s what you mean.” This is from a children’s story, The Railway Children, by E. Nesbit. Authenticity in intention is what matters. It is what your buyer is seeking. They also know it is rare. Too many businesspeople are automatons in their approach. They are focused on whatContinue reading “What You Mean”
Grow Anything
I enjoy watching The Apprentice. It’s a great case study in human behavior. The players are in a business context where someone gets fired. The pressure of intense deadlines, shotgun creativity, and working with competitors brings out the best and worst in otherwise dignified and accomplished business people. There are a lot of business peopleContinue reading “Grow Anything”
A Free Cross-Subsidy
If you want something, you tend to buy it these days. Our economy affords us convenience and luxury for most items. In the old days, we may have waited for Christmas to get our wishes. Today, we gratify desires and can buy whenever, wherever. If your buyer has access to material goods, this minimizes theirContinue reading “A Free Cross-Subsidy”
Why Aren’t You Writing?
If you sell me, I put up my defenses. If you help me, I open myself up. The ability to transcend your self interest is extremely difficult. Yet it lies at the heart of success. You are a buyer as well. You would react to the same bad tactics: cold calls, direct mail, advertising, hypedContinue reading “Why Aren’t You Writing?”
