What do you know about Pinterest? Enough to decide whether your business needs to get involved? Here's a great source for detailed answers.
Today's guest post features Karen Leland, the bestselling author of 8 business books including the recently released Entrepreneur Magazine’s Ultimate Guide to Pinterest For Business, http://bit.ly/Amazonbook. Karen is the president of Sterling Marketing Group, and writes the Modern Marketing Blog at www.karenleland.com. Thanks, Karen!
Before you jump headlong into Pinterest it’s worth taking a step back to decide if a good match exists between you and the site’s users. Depending on which marketing expert you ask, defining your target market is best achieved by looking at either demographics or PsychoDemographics—customer lifestyles, attitudes, and behaviors—or both. Continue reading
I did an EDGY Perspectives teleconference on this topic, which is essentially an overview of some of the key principles of Whale Hunting. There's also a discussion of how the RFP process fits into your overall whale hunting process.
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get=”_blank”>Here's a link to the audio recording.
And my thanks to Dan Waldschmidt for featuring me! I am excited to be a partner with Waldschmidt Partners International as well as heading up The Whale Hunters.
I've recently completed writing a one-page strategic plan for The Whale Hunters. The program, designed and written by strategist Laura Posey,takes only about an hour to finish and leaves you with a single page to track your company's progress for an entire year. I don't know about you, but I've seen strategic planning processes that take months and cost thousands of dollars. Believe me, they are not bet
ter than this one.
When it's all on one page, you can look at it every day. Laura recommends having weekly metrics. That way, if you miss your target one week, you have 51 more weeks to hit it. If you only check once a month, you close your windows of opportunity much faster.
Laura and I just presented a webinar about this program, which I invite you to watch. You'll find it at The Simple Strategic Plan.
Laura Posey is Chief Instigator of Dancing Elephants Achievement Group
I had a very happy phone call today–the kind that pleases me more than all others.
One of my clients called to report that on the previous night, the school board of his customer (a 50,000 student school district) had unanimously approved a five-year, $6.3 million contract for educational software that my client's company sells.
This sale is the third or fourth biggest single sale the company has ever made and by far the biggest sale that the salesperson whom I coach (we'll call him John) has ever made. And he will tell you “it was a whale hunt!”
Schools have no money, right? Schools are hard to sell to, right? Schools are bureaucracies, right? Right on all counts; nevertheless, schools do buy all sorts of things, all of the time.
So here's how we made this deal happen.
- Planning. John learned everything we could about the district and all the people who would be involved in decision-making–principals, curriculum coordinators, IT people, central office people and others. They were not looking for software and had no immediate plan to buy an educational software package. However, a few individual schools had purchased pieces of it and were showing good results. John decided that we should write a formal business plan–a case for support–and his company commissioned me to write it. We had it beautifully prepared and formatted. That was in April 2
012. Continue reading
#10 is the most important in my list of Ten Ways to Lose . . . Even When You're the Best. Here goes: You underestimate the buyers’ fears.
Often you and the whole team are totally focused on the great advantages that you provide with your products and services. You consistently make a rational case for the sale of your products, unaware that 99% of buying decisions are made on irrational, emotional bases, led primarily by fear of making a bad decision.
Unless you develop powerful ways to address the fears, you will continually lose your bids and come in second on your proposals. And second is the worst place to finish–you stayed in too long and you paid too much but you still lost.
This isn't a new topic for me. See, for example, cheap propecia online
's All About Fear” href=”http://wp.me/p13kTk-BT” target=”_blank”>It's All About Fear and Holly Buchanan's guest post Wonder Woman and the B2B Sale. Nevertheless, many sellers have trouble coming at the sale from the perspective of what makes the buyers afraid.
You think the buyers are looking for the best solution–the most creative option or the solution that will get them where they want to go faster, better, or cheaper than the others. But in reality, they will go for a solution that will probably work and seems to be a safe choice. ”Safe” as in, “I won't get fired if it doesn't work” or “I'm not going to be alone on this” or “I'm not putting my career on the line.”
To overcome this problem, you will need a collection of what we call “fear busters,” tangible tools to allay the buyers' fears of change, work, internal conflict, and most important–making a mistake.
Assume that you scare them and introduce fear-busters throughout the sales process. Once they are no longer afraid, the buyers can appreciate the added value that your solution represents.