Marketing Lowdown: Differentiation
Everyone's looking for a way to differentiate his product from his competitors'. Whether it's the bigger this, the faster that, or the longest lasting...
Marketing Lowdown: Selling Relationships
Good service is the key to long-term relationships. A "revenue seller" doesn't care about his customers. He only cares if they are qualified to...
Marketing Lowdown: The Mission Statement
If you don't know where you're going, any road will get you there. That's why every company needs a mission statement—including yours. ...
Marketing Lowdown: Make the Most of Media
Your salesman is in trouble. And it's your fault. Your prospect didn't recognize your company's name because you don't advertise. Sure, you may...
Marketing Lowdown: Sample Success
Everybody likes to get something for nothing. But interestingly, most of us feel guilty about it. Subliminally, consumers feel an obligation to buy...
Marketing Lowdown: Make a Commitment to Your Community and Reap the Benefits
Whether you're a small business owner or an employee at a big organization, there are many benefits to community involvement: • You enhance...
Five Easy Ways to Conquer Stage Fright
A famous study found that people's No. 1 fear is public speaking—No. 2 is death. What a terrible reality, that someone could be so...
Marketing Lowdown: Lap of Luxury
Despite an uncertain economy, sales of luxury goods remain steady. The number of affluent Americans (households with $100,000 annual income or more) continues to...
Marketing as a Science: DLT Case Study
When DLT Solutions—a value-added reseller focusing on the public sector market—wanted to increase training sales in an area of its company, it took a...
Win/Loss Analysis: A Proven Program for Winning More Business
The first question a sales rep always asks a prospect after losing in a new business situation is (quite understandably), "Why did I lose?"...
