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| Volume 10, Issue 2 |
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In This Issue:
 Master the art of cold-calling
How to get customers on Facebook and Twitter
 We are programmed to forget...and how it impacts sales demos
 The four Ps are a no brainer, but don't underestimate the
 importance of the four Ms
Viral website and street team strategy shatters lead gen goal: 6 steps
 Problem solved: How can we map social media to B2B sales?
 The real [advertising] thing
 MIT sloan mgmt review: How not to market on the web
 What will the most coveted domain name sell for?
 Why no one cares about privacy anymore
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Master the art of cold-calling
If you do a lot of cold calling, don't miss out on these techniques!
Let's face it: nobody really enjoys making cold calls. But sparking a connection remains a crucial skill to have whether you are a business owner, job seeker or even a volunteer looking to raise money. Here's a guide to closing more deals with fewer dials.
Let's face it: nobody really enjoys making cold calls. But sparking a connection remains a crucial skill to have whether you are a business owner, job seeker or even a volunteer looking to raise money for your local non-profit group, says Eliot Burdett, co-founder of Peak Sales Recruiting in Ottawa, Canada. "Even with
the rise of the Internet, which has changed the way people buy, having the ability to connect with someone cold on the phone remains a valuable skill for anyone to have," he says. The problem, quite frankly, is that like any skill, cold calling requires practice. And even then, the numbers don't always add up,...
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How to get customers on Facebook and Twitter
A new way of using word of mouth advertizing can make your company grow rapidly.
Using social networking sites for sales lead generation.
When Jim Amos announced the opening of Tasti D-Lite's new store in Nashville last July, he got an unexpected publicity boost. Country music star and Nashville resident Taylor Swift took it upon herself to promote the opening, sending an enthusiastic Twitter message to her 800,000 followers on the social
networking service. "We're getting a Tasti D-Lite in Nashville," Swift wrote. "YES!!" ["The celebrities helped us with word of mouth before the technology was there," says Amos. "But now with Twitter and Facebook, regular customers are having conversations that can be used to build our brand." Amos imagined thousands of
happy customers raving about his company's low-calorie desserts to their online pals. The strategy makes sense. Both Twitter, with some 60 million monthly users, and Facebook, with more than 350 million, encourage people to spread the word about rock bands, television shows, and companies they love...
But how do you get followers if you are not famous? And how can you persuade people to endorse a seemingly mundane company or product? It's not easy...]
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We are programmed to forget...and how it impacts sales demos
Include what we are programmed to remember in you presentations, and get more out of them!
We are indeed programmed to forget - and consider the impact this has on traditional software demos.
Imagine you are driving home from work or on an errand.what do you remember about the cars and signs you see, the roadside debris, people, buildings and the roads you pass? How much of that information is retained? Very little is actually remembered about what you saw along your way. Our brains are continuously
evaluating what we see and hear as we move through our day - and continuously discarding anything that is not considered important, threatening, or particularly interesting. What don't we remember? Everything that is typical, expected, or normal. What do we remember? Remarkable events, problems, danger and
close calls, humor (things that made us laugh), anger (things that made us mad) and other emotional experiences (things that caused a strong emotional reaction).
What's Forgotten?
How does this impact our sales demos and what presentation audiences remember? In an hour-long traditional demo, we shouldn't expect our audiences to remember very much:...
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The four Ps are a no brainer, but don't underestimate the importance of the four Ms
Your marketing team is as important as your sales team. Their data can improve your sales and decrease your workload at the same time.
Building a complete and differentiated go-to-market plan is something all marketing professionals strive to achieve.
We typically follow a methodology to ensure the target customer is at the center of the plan and we have a clear and compelling value proposition to generate a positive response. Many of us learned about Neil H. Borden's "The Concept of the Marketing Mix," circa 1964. The ingredients of Borden's Marketing Mix
centered on the four Ps-product, pricing, placement, and promotion. But those four Ps require that the marketing professional develop the optimal marketing mix, including market insights, marketing/sales programs, and measurement tools and metrics. Unfortunately, those actions too often become afterthoughts in
today's hurried time to market.
Assuring Success with the 4 Ms
The key to a successful plan based on the 4 Ps means starting with a framework from the outset that includes what I like to call "the four Ms":...
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Viral website and street team strategy shatters lead gen goal: 6 steps
This combination of reaching out to consumers with new social media techniques and old standards worked magic for this company!
SUMMARY: Sometimes marketers must reach out to consumers, even if their goal is generating business leads.
Read how a benefits administration company ran a consumer-focused campaign designed to get employees to promote the firm's services to their bosses. They tapped the consumer audience with street teams, a contest, social media outreach and a viral website that encouraged visitors to share information with
their company HR reps. The campaign alone brought in 14% more leads than their goal for the entire year...
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Problem solved: How can we map social media to B2B sales?
Knowing your customer is key to mapping social media. Get on the web and do your homework!
There's nothing we love more than solutions-top-notch insights from top-of-the-line experts that help solve common marketing problems. Here's this week's problem and expert solution.
Problem
We have a great B2B sales team. We've made a couple of forays into social media, and we like what we see! But what tactics are really working out there to draw prospects in-and not turn them off? What are some cool ways to match social with selling? Expert: Kipp Bodnar Kipp is Inbound Marketing Manager at HubSpot and
the publisher of SocialMediaB2B.com, a multi-author blog for B2B companies planning to incorporate social media into their marketing strategies. He also blogs on technology and social media at his personal blog, DigitalCapitalism.com.
Solution...
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The real [advertising] thing
Book review of Phil Geier Jr.'s new release:
Geier Group CEO and author Phil Geier dishes on decades in the ad game.
Legendary adman Phil Geier Jr.'s account of decades devoted to helping build the world's most powerful brands might lack the eye candy of an episode of the hit Madison Avenue based series Mad Men, but he sure doesn't stint on the drama. In Survive to Thrive, his candid tales of working with the likes of
Coca-Cola, Exxon and GMare peppered with incidents of trust and betrayal, epic success (and epic failure), and even death and rebirth. To the former chairman and CEO of Interpublic's credit, not all the tales reflect particularly well on the teller. Geier looks back on...
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MIT sloan management review: How not to market on the web
Sometime multiple successful advertizing techniques backfire if used in the wrong context.
New research suggests that ads which complement online content will work--but not if they rouse consumers' privacy concerns.
Google succeeds at marketing to customers without being overly intrusive. Look at its sponsored text ads, appearing in its search results: They work. But as more and more marketers use the Web to reach customers, many companies fail to transmit product information without breaching their customers' sense of
privacy. A new study suggests ways companies can better target individuals without crossing a line. Avi Goldfarb of the Rotman School of Management at...
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What will the most coveted domain name sell for?
To be in this foreclosure auction you need to start with 1 million dollars.
How much is the estimated most valuable Web address worth?
Everybody knows sex sells, and sex online sells as well as well as any place. But the real test: How much will the ultimate online address "sex.com" sell for on the open market? We'll soon find out. Sex.com, a domain name that's believe by many to be the Web's most valuable address, will be auctioned off next month. The
sale is the result of what's driving a lot of fire sales these days:...
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Why no one cares about privacy anymore
Everyone has a different acceptance of privacy levels, and in this world of instant communication with various media, the average acceptance level is changing.
Google co-founder Sergey Brin adores the company's social network called Google Buzz. We know this because an engineer working five feet from Brin used Google Buzz to say so.
"I just finished eating dinner with Sergey and four other Buzz engineers in one of Google's cafes," engineer John Costigan wrote a day after the Twitter-and-Facebook-esque service was announced. "He was particularly impressed with the smooth launch and the great media response it generated." You might call
Brin's enthusiasm premature, especially since privacy criticisms prompted Google to make a series of quick changes a few days later. Activists have asked the Federal Trade Commission to "compel" Google to reprogram Buzz a third time to adhere to the no doubt well-informed specifications of Beltway lawyers.
A class action lawsuit filed on behalf of an aggrieved second-year law student is underway. But a funny thing happened on the way to the courthouse: relatively few Google Buzz users seem to mind. Within four days of its launch,...
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