The “Service” economy replaced Industro-technology at the start of the 21st century. Now, I argue, “Sustainability” IS the new “Service”. That’s good news, because “service” we value, much more than “things”. What’s more good news? Service is sustainable. The bad news? We’re not culturally at the “sustainability thing” yet. Good service, the kind we happily […]
Ask this. “Hey”, you ask, “Doesn’t all successful marketing require a positive exchange between buyer and seller? Something you might call ‘a conversation’?” Yep. A smart guy named Erik Devaney of Drift Inc. suggests this: what’s broken is the means to the way we’ve been doing marketing and sales on the web. But, he adds, […]
It’s not as anal as it sounds. It’s an unshakeable commitment to under promising and over delivering. How often do you hear customer responses like: “You’ll do that? Fantastic!” “You will? Unbelievable!” “You did? Sensational!” “Wow, now that’s Service!” Those responses suggest a pleasantly surprised customer. They add up to FUSS! When you generate FUSS it usually means you […]
The wisdom of Jeff Bezos, Amazon founder and CEO, I have blogged about on my website and elsewhere before. In my opinion, he is one of the top two business change makers of the 21st century so far. (You choose the other at your leisure.) The last time was about how I agreed with him […]
Together with your clients and prospects, build an “Idea Machine”. If anything should ever become real “Added Value” your marketing activities produce for those you want to do business with, the “I-M” is it. Your client has a problem you know your goods or services can help solve. He may not have clearly identified it […]
The difference is not subtle. It’s attitudinal. Big time. B2B selling is more complex than ever. Adaptability is key to mastering that complexity. Adapting attitudes toward the changing roles and responsibilities of buyer and seller are huge. Changing buyer expectations present particularly new challenges for sales teams every day. To be competitive and hit revenue […]
How cliche is the “inevitability” of change? Is “chaos” an inevitable part of it? Certainly status quo is in disrepute. Change is happening everywhere. And yes, chaos comes with it for a while. Get over it. So what IS “The RIGHT Change” assuming there is a “right” and “wrong”? Depends. As usual. Change is hard. […]
No matter what media a marketer uses, the message must be right. How do you know when it’s right? When it works. How do you know when it works? Oh, you’ll know. You’ll know. Something you want to happen, happens. It may be tempting to depend on a fancy shmanzy look, “cool” graphics, catchy SFX, quick […]
A while back I made a comprehensive creative proposal to an important client in my community. We had shared pleasant social occasions. Done business together? No. Five competitors were pitching for his business—substantial dollars for any of us. He gave no indication his and my casual relationship would win me his business. Him: “I’ve seen several […]
