Knockoffs and Imitators: How to Face the Fakes and Beat the Competition
You are probably familiar with knockoff brands as they relate to the fashion world—designer shoes, handbags, and luggage passed off as the real deal. Well, I have some bad news: knockoff products can affect any industry, and globalization and the rise of digital shopping only make it easier for imitators. From the competitor next door […]
What You Can Learn About Proof and Persuasion from the Direct Marketing Industry
“They All Laughed When I Sat Down at the Piano, But When I Started to Play – ” reads the classic headline. The headline above comes from a direct mail package designed to sell piano lessons. It mailed in 1926 and was a record-breaking promotion that pulled in orders for years. Today, it’s one of […]
The Volkswagen Example: How and How Not To Handle A PR Disaster Of Your Own Doing
Volkswagon’s recent troubles have a lot to teach us about how to handle – and how not to handle – a PR disaster. | Image Attrib.: Flickr user Karen Roe There are all kinds of disasters that can befall a business and a brand. There are natural disasters, where no one is at fault. There […]
Apple, iPads, and When to Switch Your Target Market
Every move that Apple makes gets headlines, but a recent change in their marketing campaign for the iPad is particularly intriguing. iPad sales have been sinking as competitors edge into the market, and while the iPad certainly isn’t disappearing, Apple decided to take action. By completely shifting its target market, it’s pumping new life into […]
Preferences, Persuasion, and What The Salmon Fan Can Teach You About Increasing Sales
It’s a sunny day in the island nation of Guyana and a businessman leans over the edge of railing to peer at the waters of a fish farm. As he stares down at the fish swimming beneath the surface, he holds up a keyring to the light. Attached are a series of swatches like paint […]
Effectively Using Emotion: Understanding the Difference between Solutions and Outcomes in the Sales Process
Taking the time to understand the difference between a solution and an outcome – and how to use them during the sales process – can help you become a more effective sales pro than ever before. Consider the following case study. An HR director for a small company handles all hiring on her own. As […]
No Longer Just a Waste of Paper: How Innovative Business Cards Can Be a Salesperson’s Best Tool
More than 27 million business cards are printed every day in the U.S., but do you know how many business card handouts it takes to increase company sales by only a few percentage points? Around 2,000.[1. “Bending the Rules for Better Customer Service is Probably a Good Thing,” http://helix-institute.com/blog/bending-rules-better-customer-service-probably-good-thing-0] That’s a lot of first-time client […]
Email Marketing: The Ever-Changing Role of Email in Sales
Email doesn’t sit still. There’s always a new feature, a new app, and countless changing habits as users access email from desktops and mobile devices in new ways. It’s good if that makes you feel a little worried; understanding how people encounter email is key to successful email marketing. We have to keep moving with […]
Sales Team Accelerator Kits: Why This Trend Is Spreading Around the World
Many times in life, we deal with salespeople who have little or no understanding of our needs and just keep trying to push on us things that we may or may not have any use for. For me, and probably for you as well, the times when I’m most likely to spend money are when […]
The Cloud Revolution and the Traveling Salesperson: Back to the Basics
We’ve all heard of the “traveling salesperson,” right? Even though they may not make cold calls door to door any more (well, as often), sales agents still spend a lot of time on the road: travel and sales remain intertwined. But in the middle of all those distance visits, trade shows, conferences, and on-the-go selling, […]