From the time we’re little, we love a good story.  And that never changes.  If you really want to get prospects to pay attention, tell a great story.  Maybe it’s a story about how you helped someone just like them.  Maybe it’s the tale of what inspired you to start the business, or how you…

Often in sales, too much time is wasted making the case for your company, when that time would be better spent doing two things.  First, have a conversation with the prospect to be sure you understand their situation: their needs, frustrations and wishes.  And second, show how your company can meet those needs, eliminate those…

Take a couple young girls to Universal’s Orlando theme park on the eve of the final Harry Potter film, and you know where you’ll be spending a big slice of your time.  It’s said that author J.K. Rowling had a hand in every aspect of “Harry Potter’s World of Wizarding,” to ensure authenticity.  But here’s…

In his excellent new book about David Crockett, author Michael Wallis attributes the famous frontiersman’s legendary marksmanship to economics.   On the frontier, ammunition was expensive and hard to come by, so conserving this precious commodity meant making every shot count – which helped result in Crockett’s prowess with a rifle.  Today, most marketers are…

Just about every day, there’s a conference somewhere for another industry, where attendees compare notes and hear presentations about “best marketing practices.”  In other words, they’re gathering the information they need to do exactly what all their competitors do.  This might produce small results over the short term, but it’s practically guaranteed to erode your…

If you’re not using video in your marketing and customer service delivery, you’re leaving one of your most powerful and effective tools in the toolbox.  However you deliver it, video allows you to personalize what you do, putting a human face and voice to your products and services.  And if you do it right, keeping…

A recent survey of women revealed their dissatisfaction with many segments of the economy in which they are the primary consumers.  Regarding health care, women reported special dissatisfaction with waiting to see a doctor or to get test results back.  Part of the problem is that most health care professionals would say there’s nothing that…

If you’ve been in an Apple Store, you know that the Genius Bar is situated right out on the retail floor, where prospective customers can see friendly employees answering questions or addressing concerns for existing customers.  What effect do you think this has on prospects?  If they see how well Apple takes care of current…

Over the years, we’ve heard a small number of business owners turn their noses up at the idea of marketing.  Their objection?  “We haven’t done any so far, and we’ve done just fine.”  There are a couple flaws with this approach.  One is that it doesn’t account for how well you might have done had…

Actor Tom Hanks said in an interview that he keeps three things in mind when he auditions for a part: “Show up on time, know what you’re going to say, and have an idea about the character.”  That’s good advice for salespeople, too.  Good business etiquette (like being on time), a clear vision of the…