Make Your Content Impossible to Ignore
People act on what they remember, not what they forget.
The latest scientific research places memory at the heart of decision-making. Studies show that in...
Gaining executive access: what messaging approach wins?
Conventional wisdom says if you want to talk to an executive, you need to win their attention with case studies, ROI and other quantified...
Virtual Training Can Outperform the Classroom
When it comes to creating lasting behavior change in salespeople, the assumption is that virtual sales skills training is a pale imitation of in-person...
Hard for you to say you’re sorry?
Have you ever had a service problem with a customer and worried about the damage it could do to your relationship and long-term revenue...
What B2B Marketers Can Learn from B2C
There remains a distinct buyer-seller gap in the business-to-business (B2B) arena. CSO Insights found that although nine out of 10 buyers acknowledge interest in...
Social proof: proceed with caution and contrast
Q: When is a social proof point not a social proof point?
A: When it’s a “poof” point...as in “poof” your deal disappeared!
I recently spoke...
‘You’ vs. ‘We’
The concept of you-phrasing as a replacement for we-phrasing, while slightly obscure, has been around for decades in the academic realms of social psychology...
The fourth value conversation
There’s something so neat, clear and economical about grouping things in threes. See? I just did it there. Three of something, whether adjectives or...
Being more remarkable in virtual sales meetings
In our last column in this space, we recalled the Bell phone system’s catchy commercial slogan, “Long distance. It’s the next best thing to...
8 social media marketing mistakes
Social media marketing is no longer an intern’s job. In today’s B2B world, companies can’t expect to be successful without a social media presence....
