Oct 2, 2012 | Marketing
Marketing is a broad topic covering a lot of different sins. It is mass mailings, it is seasonal cards, it is monthly or bimonthly newsletters, or quarterly specials. It is promotional materials and handouts. It is sales catalogues. It is also CRM (customer...
Sep 18, 2012 | Marketing
In another post nearby I talk about the internet as a mode of contact with the customers. I get a lot of push back on this from distributors and dealers. They say that they will lose control of the customer. I couldn’t disagree more. In the equipment world let’s...
Aug 28, 2012 | Marketing
My good friend Jay Roszell just posted to his blog – Growth without Pain – “What is the True Cost of Sales Training.” In it he lists off the costs of the training which includes the usual suspects but he goes further and touches on “opportunity costs.” The cost of any...
Aug 21, 2012 | Marketing
Why do your employees work for you? Three Harvard professors, Hesketh, Sasser and Schlesinger wrote a very definitive book called “The Service Profit Chain.” In it they posited that Employee Satisfaction and Loyalty delivered Service Value. That is the “thing” that...
Aug 12, 2012 | Marketing
Why do your customers buy from you? What makes your customers loyal to you? Without the answers to these two simple questions you really don’t know how to either grow your business or protect it. What is it that makes your customers buy from you? Everything you sell...
Aug 6, 2012 | Marketing
So we won’t concentrate on what we do or how we do it. We will concentrate on WHY. The starting point here to me is that we will focus on the fact that we are in business to reduce the owning and operating costs of capital equipment for the equipment owner and...
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