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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

Use Multimedia to Compellingly Demonstrate Your Results Statement

Last week, Fire Enterprises (FEI) marketing maven Marka showed savvy salesperson Zoot how to craft compelling Results Statements for case studies. This week, Marka tells Zoot how they can use multimedia content to help demonstrate these Results Statements. Remember, fire = print.  Read More >>

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Results Statements Make Your Case Studies Compelling

Last week, Fire Enterprises, Inc. (FEI) marketing maven Marka told savvy salesperson Zoot how to use the “Challenge/Solution/Results” formula to write successful case studies. This week, Marka shows Zoot how including results statements will make FEI’s case studies compelling. Remember, fire=print.  Read More >>

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Use the “Challenge/Solution/Results” Formula to Write Successful Case Studies

Last week, Fire Enterprises (FEI) marketing maven Marka told savvy salesperson Zoot how to create client case studies and use them as sales tools. This week, Marka gives Zoot a tip for writing a compelling case study. Remember, fire=print.  Read More >>

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Case Studies Help You Sell More

Case studies are proof points that help you demonstrate how your business has delivered on its marketplace promise. Case studies can be easily incorporated into sales activities and a wide variety of print and Web marketing campaigns.  Read More >>

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Statement Stuffers Help You Cost-Effectively Grow Share-of-Customer

Last week, Fire Enterprises (FEI) marketing maven Marka told savvy salesperson Zoot how enclosing public relations pieces in direct mailers can help persuade prospects to buy from them. This week, Marka shows Zoot how including low-cost marketing pieces in invoices can lead to more business from existing customers. Remember, fire = print.  Read More >>

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PR Enclosures Can Help You Win New Business

Last week, Fire Enterprises (FEI) marketing maven Marka told savvy salesperson Zoot how offering inexpensive giveaways in FEI’s direct marketing promotions can lead to new sales opportunities. This week, Marka shows FEI Team Leader Org how enclosing public relations pieces in direct mailers can help persuade prospects to buy from them. Remember, fire = print.  Read More >>

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Use Low-Cost, High-Value Giveaways to Create Sales Opportunities (Part II)

Last week, Fire Enterprises (FEI) marketing whiz Marka told Zoot how offering inexpensive giveaways in FEI’s direct marketing promotions can lead to new sales opportunities. This week, Marka and Zoot come up with some creative giveaway ideas. Remember, fire = print.  Read More >>

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Use Low-Cost, High-Value Giveaways to Create Sales Opportunities (Part I)

Last week, Fire Enterprises (FEI) marketing whiz Marka showed savvy salesperson Zoot how mass-customized-letter campaigns can help FEI secure new business. This week, Marka tells Zoot how offering inexpensive giveaways in FEI’s direct marketing promotions can lead to new sales opportunities. Remember, fire = print.  Read More >>

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Use Mass Customized Letters to Win Sales Opportunities

Prospects won’t always pay attention to a marketing piece simply because it mentions their name. But they will pay attention to customized content—letters, O-mails, and other marketing materials that directly reference their needs. We can create and send these letters for a small fraction of the time and effort it would take to actually write each individual a letter. All it takes is some research and a little writing.  Read More >>

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Educational Seminars Help You Strengthen Customer Relationships

Offering a half-day educational seminar at your printing business twice a year will help generate customer goodwill, associate your name with expertise in the field, and afford a great sales opportunity. It’s a great way to strengthen relationships with customers.  Read More >>

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Routinely Sending Customers Letters Helps Achieve Top-of-Mind Positioning

Develop a set of customer letters you can have sent in response to common business events. This will help differentiate your business and ensure your name comes to mind the next time a prospect has a need for printing services.  Read More >>

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Making Your Customers Feel Special Pays Off

Taking the time to show customers they’re appreciated pays off. Making follow-up phone calls, sending handwritten “Thank You!” notes and holding customer-appreciation workshops are options to consider. All will make customers more likely to think of you the next time they have a big print job that fits your capabilities.  Read More >>

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Tips for Assessing Your Sales Team - Part II

Assessing your company’s performance in the current year and setting realistic expectations for the coming one can help your sales team start 2013 with greater confidence. Draft  a plan that clearly defines the expectations you have for each team member.  Read More >>

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Tips for Assessing Your Sales Team

Assessing your company’s sales performance in 2012 and setting realistic expectations for the new year can help your sales team start 2013 with greater confidence. This assessment should start with getting a view from the field, then examine last year’s sales forecasts and, finally, analyze your entire department.  Read More >>

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Use an ‘Astonishing Guarantee’ to Sway Hesitant Prospects

By offering an Astonishing Guarantee, you can set your printing company apart and persuade prospects to give your company a chance and work with you for the first time. The secret of the Astonishing Guarantee is to never award it.  Read More >>

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Using A/B Testing to Determine the Best Marketing Channel

Running an A/B test comparing email and direct mail campaigns can help determine which marketing channel works best for your business. Creating distinct, trackable landing pages for each channel will enable you to measure and compare response rates.  Read More >>

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Ways to Effectively Communicate Your ‘Why’ Message

There are many ways your printing company can communicate your “Why” message to target markets. Consider sharing the message via video content, Web and collateral materials, outbound marketing, case studies, internal messaging, and more.  Read More >>

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Embrace the Power of the ‘Why’ of It

When trying to win over prospects, lead with “why” your company is in business, move on to “how” you serve customers and, finally, get to “what” you offer. Customers don’t buy what you do. They buy why you do it.  Read More >>

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Ask the Right Questions to Improve Your Survey’s Effectiveness

Think carefully about the survey questions you will ask customers when conducting in-person surveys to uncover useful information and strengthen customer relationships. Don’t fall into the trap of asking too many “favorable” or “unfavorable” questions–striking a balance is key.  Read More >>

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In-Person Surveys Can Help Improve Customer Relationships

Is there a trade show or industry event coming up that many of your customers attend? Consider using this as an opportunity to survey existing customers about what you could be doing better. The answers they provide may give you actionable information that you can use to improve your business.  Read More >>

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