Good marketing and branding challenges, pushes, and cajoles companies into action and growth. And this is why companies buy work in marketing and branding in the first place: they want to achieve growth. What most companies don’t realize is that operating at this level is much harder than they thought.
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With the talk lately on grading leads and/or prospects, the academic in me wonders something. Does lead grading lead to grade inflation? That is, do grades tend to creep upwards in response to outside pressures?
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Over on his blog, Todd Miechiels wrote an
interesting post questioning whether b2b branding is relevant anymore. He says that micro-brands and one-to-one communication make brands unimportant.
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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?
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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?”
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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.
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