Sales

Not your father’s marketing campaign

Posted by admin on November 17, 2008   |   No Comments

Press releases can be targeted directly to consumers, without the media filter. Here are 4 new ways to use press releases to win sales.

n a tough economy, with businesses and consumers cutting back on spending, even the best advertising may not be enough to sway shoppers. Right now, PR is an indispensable part of a campaign thanks to its influence over consumers’ buying decisions. When asked to rank the factors that sway them to buy a product or service, many Americans cite reading about it or seeing a recommendation. And though PR tactics that earn news coverage are still standard practice, these new PR tactics can help you gain credibility and grab the attention of customers.

It all starts with a press release. But it’s what you do with your release these days that counts. Here are four ways to use PR as a conduit to sales. …more at Not Your Father’s Marketing Campaign – Public relation tactics – Entrepreneur.com (http://www NULL.entrepreneur NULL.com/marketing/marketingcolumnistkimtgordon/article198624 NULL.html).

Flickr photo credit: *hiro008 (http://www NULL.flickr NULL.com/photos/deepblue66/132439533/)

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Turning value into customer requirements

Posted by admin on November 7, 2008   |   No Comments

Although armed with a carefully crafted list of 10 “unique” benefits to customers, a supplier of sophisticated network security systems learned they had lost a million dollar contract to a competitor with almost exactly the same list of benefits, but a 10 percent lower price.

Another company offering comprehensive Enterprise Resource Planning solutions emphasized their superior ability to promote operating efficiency. After losing a large sale, they were surprised to learn the customer wasn’t especially interested in efficiency. Instead, customer executives had bought into a competitor’s offer of flexible, modularized SAP solutions–a perfect fit for the firm’s strategy of growth by acquisition. By then, it was too late for the original vendor to explain that they could match and even exceed the competitor’s flexibility. …more at Turning Value into Customer Requirements – Inc.com (http://blog NULL.inc NULL.com/sales/2008/11/turning_value_into_customer_re NULL.html)

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Making the match

Posted by admin on October 1, 2008   |   No Comments

When Julie Copeland’s company lost a bid to a lower-priced supplier, she didn’t give up. She believed that Philadelphia-based Arbill (www.arbill.com), a leading provider of industrial safety products and training programs, had priced the quote fairly.

Persistence is key to winning new business

“The bid that won was so much lower than mine, I couldn’t fight it,” she says. “So instead I stood back and continued to communicate to the customer that we were the right answer.” She asked the company to keep Arbill in mind as a possible second provider.

Just four months later, the customer was so dissatisfied with the lower-priced supplier that Arbill was given a shot. “Had I heard ’no’ and just walked away, I would never have had the chance to gain that business,” says Copeland… more at Making the Match – MyBusinessMag.com (http://www NULL.mybusinessmag NULL.com/fullstory NULL.php3?sid=1894)

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