To brand effectively you must say it, believe it and live it. Branding is all about controlling your perception on the street. You have the opportunity to define yourself; drop the ball and the marketplace will not be kind.
Our worlds are too complex; we seem to keep piling things onto everything we’ve done in the past. Too often, however, in response to this complexity and all the “tools” that have been put in place to manage it, instead of seeking simplification we dumb things down.
For most organizations, a sale is a multi-step, complicated process. So keep that in mind as you create your calls to action. You’ll have a lot more success getting people to take one baby step at a time. Just give them the steps.
Focusing on deal value colors our strategies and focus. However subtly, everything becomes “what we get from the deal.” But we get nothing unless the buyer gets superior value from our solution and chooses it. So deal value is meaningless unless we understand buyer value.
I hear it all the time: “I need an excuse to get back into the customer.” Creating excuses to get back into the customer is nothing but old sales mythology. It does nothing to serve us or the customer.
Buyers and sellers are different sides of the same coin. Without each other, it is difficult to achieve our goals. Effective buying and selling has to be aligned to a common goal—driven by the customer. But we can’t confuse our roles.
Every organization, from small businesses to nonprofits, has brand advocates. They are the people who toot your horn, recommend your products, services, or mission, and share their passion with many others.
Internet retailers strive to reduce any “friction” associated with an online purchase, and small businesses should heed this with their incoming phone leads. In an industry rife with poor quality of service and antiquated technology, new virtual answering service companies, built on top of VOIP network with systems based in the cloud, are giving the smallest businesses high quality answering service and lead capturing capability—at prices not much higher than “virtual phone systems.”
One of the most popular ways to turn a prospect into a customer is offering a product demo or a limited-time free trial. What makes them such great ways to market your product or service to potential clients is that it lets them really interact with what you’re selling and experience first-hand what they would be getting. But which options are right for you?
Few businesses realize the importance of a strong call to action. In addition to a compelling marketing plan, you must take customers by the hand and lead them to action. What is a call to action? The call to action, simply, is telling people what to do to obtain your product or service. It’s a clear instruction of what steps to take, leaving no ambiguity about where to go.
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