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•Customer Loyalty in the Technology Industry
by: Richard Cunningham
For technology companies, service after the sale has emerged on equal footing with innovation as a competitive advantage.
As technology-related products and services touch nearly every area of our lives and our businesses, technology has become integrated in how we communicate, learn, work, and entertain ourselves. Our appetite for technology products is growing, even in today’s economic climate.
Traditionally, technology companies competed for this business by...
•Direct Marketing Strategies for Holiday Email Promotions
by: Richard Cunningham
Tis the season to leverage customer interest data for successful email marketing.
All of the information gathered throughout the year from customer purchases, customer feedback surveys, and other behavior offers direct marketers necessary direction for conceptualizing a successful email campaign.
Further, these customer data strengthen email promotions, ensuring the best possible message targets each individual customer. In the audio book, “Sound Advice on Email...
•Writing Business Newsletters Avoid the Me Me Me Mistake
by: Richard Cunningham
Effective customer newsletters find the right mix of promotional and ‘real’ content to maximize readership.
It’s that time of year when the old college roommate sends ‘round his or her annual holiday newsletter. Admit it, you’re happy to hear from them, but it’s usually too long and it’s all “me, me, me.”
The same is true about too many customer newsletters – printed or electronic. In the audiobook, “Sound Advice on Publishing E-Newsletters,” author Michael Katz...
•Successful Sales Strategies Winning the Close Ones
by: Richard Cunningham
The “Three Cs” in building customer relationships are a key component of professional selling skills.
Indianapolis, IN (PRWeb) November 23, 2003 – The deal is coming down to the wire. The buyer perceives the competitor’s solution as marginally superior, but the slight underdog still wins the sale. In this case, the adage, people buy from people they like, proves true.
In the audiobook, “Sound Advice on Sales Strategies,” author Tom Snyder, a vice president with...
•Successful Sales People Know Which Differentiators Matter
by: Richard Cunningham
Know where to focus. Not everyone evaluates product solutions with the same decision criteria.
When sitting toe-to-toe with a prospective client, how well do you answer the question, “What sets you apart from your competitor?”
Tom Snyder, vice president of Huthwaite – the creators of SPIN Selling – says in the audio book, “Sound Advice on Sales Strategies,” that professional sales people often have trouble articulating what makes their offerings unique.
“In this...
•Is Now the Right Time to Become An Entrepreneur
?
by: Richard Cunningham
A number of economic changes are magnifying the role of small business and creating the impetus for entrepreneurship.
In the past, many people perceived small business owners as shopkeepers – the mom ‘n pop shops. Today, with a status boost, they’re entrepreneurs, and perceived to be on the leading edge.
But is now the right time to step up to the plate and take a swing at starting a small business? In the audio book, “Sound Advice on Small Business,” author Jim...
•Don t Let Legitimate Email Marketing Campaigns Suffer A Junk Mail Fate
by: Richard Cunningham
Volume-based filtering may be pre-sorting your marketing messages to the bulk folder or worse.
You’ve got a great product, fantastic customer service, and a loyal base of customers that opt-in to your email list. They’re interested in staying abreast of new products, special offers, and other news and relevant information you send them.
Unfortunately, customers don’t seem to be getting the message - literally. You are careful to avoid phrasing and formatting...
•Starting a Small Business Balancing Risk and Reward
by: Richard Cunningham
In a perfect world, starting a small business would be risk free, but just as with everything else; the degree of risk determines the value of the reward.
According to the National Commission on Entrepreneurship, at any given time, 6% to 9% of the United States adult population is involved in planning for a new business. Most of these aspiring entrepreneurs, they say, will start a “Lifestyle Business” – primarily providing employment to themselves and their...
•Great Brands Depend on Attention to the Brand Architecture
by: Richard Cunningham
Do you have the architecture in place to make sure each and every brand contact sends the right message?
Thinking in terms of architecture, a building that looks great and catches your attention is probably designed so that each component looks perfect and enhances the overall effect of the building.
In the audiobook, “Sound Advice on Brand Marketing,” author Tom Miller says, “Great architecture works because of attention to detail, and great brands depend on the...
•Developing a Formal Brand Messaging Document
by: Richard Cunningham
Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message.
Imagine one of your customers calling six different people in your company. The customer asks why they should consider purchasing your product. What do you think these six people would say? Would their explanation be consistent?
That’s where brand messaging comes into play. In the audio book, “Sound Advice on Brand Marketing,” author Tom...
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