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Clicks and mortar
How to use the virtual world of the Internet to multiply the effectiveness of your real-world marketing activities. I don’t know about you, but sometimes I feel that managing a traditional ‘bricks and...
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From a marketing department’s perspective, every relationship looks like a...
At best, most marketing communications are irrelevant to most of their recipients, most of the time. At worst, these communications run the risk of damaging the very relationships they are supposed to...
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The corporate newsletter: neglected for years, resurrected at last
Wastepaper baskets, the world over, are full of them. In fact, if there were ever a competition to judge the most self-indulgent of all business communications, the newsletter would have serious...
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Why there’s a silent ‘$’ in ‘Relationship: and why the integrity of your...
We have disbelievers in our midst! Among our loyal flock of AdVerb subscribers there are those who profess to embrace our principles but who flout at least one of them conspicuously. I’m referring to...
View ArticleProposals: how to free your salespeople from them!
We don’t want salespeople writing proposals, simple as that! However, freeing them from proposal generation can be more difficult than it initially appears. The problem is not with minor or major...
View ArticleWhy your field rep should not necessarily be your salesperson
It seems so obvious. If that team member has a Blackberry and a company car; if they call on customers and help resolve their problems; then they must be a salesperson, right? Well, maybe not! Sure,...
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The Holy Grail of technical sales: how to disentangle salespeople from...
Whenever we work in a technical-sales environment, this – bar none – is the most valuable idea we bring to the table. Here’s the most obvious symptom of the problem: When salespeople make a technical...
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The Machine > Part 2 > Chapter 8: Converting opportunities into sales
The next three chapters deal with opportunities: how to originate them and how to prosecute them. But, as you’ll notice from this chapter heading, we’re not navigating these big subjects in what would...
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Face-to-face visits: when the obvious conclusion is the wrong one!
Have you ever heard a salesperson boast that if they can just get face-to-face with a prospect, their odds of winning the deal jump to 50%? Of course, you have. Pretty much all salespeople make this...
View ArticleThe blind watchmaker and why sales tasks should not be automated
Richard Dawkins revised William Paley’s idea of a watchmaker as evidence of a divine creator in The Blind Watchmaker. I’ve always found that idea particularly evocative and, strangely enough,...
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