My dentist just walked me through the buyer’s journey. Boy, did it hurt. But it was worth it. I learned a crucial lesson about how to sell costly, disruptive solutions. Without going into the painful details, I’ll just say this: the buyer’s journey is all about three stages of agreement. I was not willing to do anything about that stupid tooth until my kind-and-gentle dentist could get me to agree on three things: (1) it … [Continue reading]
I think we just discovered a new sales channel. It’s called paper.
Our firm loves all things digital. We’re almost a 100% paperless office. Virtually everything we do lives in the cloud. I’m writing this blog post on Evernote right now and will probably edit it on my iPhone in the produce aisle of our neighborhood grocery. About the only thing I use paper for is taking notes in client meetings – and that’s only because I can’t draw diagrams fast enough on my laptop. The big … [Continue reading]
Five things that happen when marketers tell the truth
Too many companies assume they’re expected to say “yes” to every question … to be the best at everything … and to be constantly reminding you how superior they are. Yet, those very same companies wonder why more people aren’t buying their message. Maybe it’s because the goal of great marketing is not to become a better liar. It’s to tell the truth about your company and tell it well. And the truth is that … [Continue reading]
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