Business Management - Marketing/Sales

One of the true benefits of using a cohesive marketing strategy is it makes your company’s value message clearer with each new communication. You can push your core idea in many different ways to ensure that your central value is felt and understood.

Product line extensions and categories should both be entered according to perceived market need and your company’s core competencies. Printing companies should not be afraid of entering a new product or service category as long as they’re confident they can be #1 or #2 in that category.

Two weeks ago, I told you about a great sales letter that my husband received. Last week, I shared the letter with you. Now I will share the results thus far. The young lady who was the architect of this sales program was kind enough to share her results to date with me.

I had a professor at the University of Alabama named Dr. John Bickley. Dr. B had the habit of rating his customer experiences long before it became in vogue to send out customer satisfaction surveys after each bloody phone call.

When visiting another company’s Website, you can be critical about how it’s designed or how “unfriendly” it is to maneuver. But, have you taken a really hard look at your own Website lately? What does it say to you?

Getting your prospects to become customers has been complicated with the coming of the age of social media—or, as some call it, digital media. In today’s strategic marketing mix, it’s better to be dominant in several media than milk toast in two dozen.

To achieve sustainable, profitable growth, printing businesses should focus on intelligent product line extension. This means bringing new, improved and, most importantly, value-added products to your customers.

For most salespeople, it has become as routine as a daily commute to arrive at the "Your price is too high" objection. What starts out as a normal sales call with all good intentions ends at a closed road again and again.

It's easy to buy equipment. It's easy to purchase the newest software solution. But it's hard to find a client. It's easy to identify potential customers, but hard to obtain one. Customers are your friends.

As promised, I got the permission of the salesperson who wrote the great sales letter I highlighted in my last blog (Best Sales Letter I’ve Seen in a LONG Time!), and here it is.