I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.
Sales on social networking sites like LinkedIn can be tricky for people who are accustomed to the typically aggressive interruption style approach because online communities disdain overt commercial messages. Over the past several months, I’ve collected some of the ineffecti...
In the past year or so, live-streaming and short-form video applications for smartphones have become exciting new ways to share interesting aspects of life and business and gain new followers and customers as a result. The most popular applications include Instagram video, T...
I love the Back to College 2017 microsite from IKEA. It’s a wonderful example of the concept of buyer persona based content marketing. “An empty nest shouldn’t empty your wallet. For parents and students alike, college moving day is bittersweet. But sharing the experience to...
“I’m fed up, and I won’t tolerate this anymore!” People just don’t want to be sold to. I’ve heard many variations on this theme from buyers in recent years.
1) Buyers are in charge The idea of mystery in the sales process is over. There is no more 'selling'—there is only buying. When potential customers have near perfect information on the web, it means salespeople must transform from authority to consultant, product narratives ...
I see a convergence of sales and marketing via content to reach buyers. In my research of successful companies, marketing is using content to reach many people at once (targeted to buyer personas) while great salespeople use the very same content to reach one buyer at a time...
As 2016 winds down, sales and marketing teams around the world start to plan for their 2017 calendar year. It’s going to be an exciting year because buyers are firmly in charge of how they do business with your company and once you understand the ramifications for this funda...
I am amazed at how many salespeople and their sales managers inherently understand the new buying process when they buy a product or service for themselves but insist that somehow the process is different for the business they run. They continue to sell using the old rules.
Marketing and Sales Strategist, entrepreneur, advisor to emerging companies, and bestselling author of 10 books including "The New Rules of Marketing & PR".
