I just talked to a prospective client. He's in a B2C services market and his only marketing or advertising right now is direct mail based on purchased lists. This used to work fine, with decent ROI, but it doesn't anymore. So, he's naturally looking around for other options. How to respond?

Many salespeople take a "logical" approach to sales. They think of themselves as engaged in an argument (not in the sense of "argumentative"). The prospect doesn't think that their solution is required. The salesperson does. The salesperson sets out to convince and persuade the prospect to adopt his/her position. The backbone of this approach is logical argumentation. But, the question is "does logical argumentation work in sales?"

It's a common occurance. Sales people in the field spend a good deal of time creating their own sales tools. This can range from editing the corporate "deck" to writing and designing entire ads or brochures. Why does this happen? Probably not for the reason you think.

There is lots of talk about brand equity. It's an important concept that is little understood. Today, we'll talk about it in the context of your overall brand strategy.

Lead scoring is becoming more and more commonly talked about. But, what the heck does it mean?

Most B2B companies want to increase their revenue. And most of them do it by increasing sales effort. This can take the form of adding staff or increasing advertising. The question is whether this is the best approach.

Last week we released our September newsletter.

I believe that the value of marketing and branding extends through the entire enterprise. At every stage of the value chain, marketing and branding have a crucial role to play.