The Sales Conversation: Help a Buyer Make an Informed Decision
A sales conversation should help a prospective customer understand an offer and decide whether it…
Small-Business Marketing: Focus, Test and Learn
February 9, 2024
Small-Business Marketing: Focus, Test and Learn
Small-business marketing works best as a focused learning process: understand a customer problem, make a…
Sales Skills You Can Practise: Listening, Clarity and Follow-Through
February 2, 2024
Sales Skills You Can Practise: Listening, Clarity and Follow-Through
Sales involves a set of practical skills: understanding a request, explaining an offer accurately, answering…
Distribution Strategy: Compare Reach, Control and Cost
January 14, 2024
Distribution Strategy: Compare Reach, Control and Cost
A distribution strategy explains how an offer reaches a customer and who performs the selling,…
Marketing Plan: A One-Page Test-and-Measure Guide
January 7, 2024
Marketing Plan: A One-Page Test-and-Measure Guide
A marketing plan should make the next decisions easier. It connects a defined audience and…
Simplify Marketing: One Problem, One Test, One Review Date
December 9, 2023
Simplify Marketing: One Problem, One Test, One Review Date
Marketing becomes complicated when tools, channels and content are chosen before the commercial problem is…
Data-Driven Marketing: A Practical Decision Guide
November 24, 2023
Data-Driven Marketing: A Practical Decision Guide
Data-driven marketing can help a business make a better marketing decision. It cannot guarantee a…
Sales Prospecting: Find Relevant Opportunities and Respect the Buyer
Sales prospecting is the work of identifying potentially suitable customers and deciding how an appropriate…
Local Marketing: Choose Channels You Can Measure
July 5, 2023
Local Marketing: Choose Channels You Can Measure
Local marketing helps a business reach people in a defined area who have a relevant…
Cold Calling: Prepare Relevant, Respectful Sales Conversations
A useful sales call begins before the phone rings: check whether the contact is appropriate,…