Guerilla Sales & Marketing by Lori Turner-Wilson en-us No deal beats a bad deal ~Editor Note: This is part two in a two-part series. Suppose you have 10 ounces of red dye and your associate has 10 ounces of yellow dye. The assignment is for each of you to create 10 ounces of the perfect shade of orange. The fair solution: exchange 5 ounces of each color. Instead, your associate wants your five ounces of red for three ounces of yellow. Not going to happen, right? But negotiations like this happen every day. According to Tom Parker of Yukon Training, there are several... Sat, 27 May 2017 00:50:27 -0500 The negotiation game ~Editor Note: This is part one in a two-part series. Negotiations occur several times throughout the day. They may not be as major as buying a new car or asking for a raise but they happen almost every time you interact with another person. Tom Parker of Yukon Training, describes a handful of the most used negotiation tactics. By understanding these “tricks of the trade,” and how to counter them, you can begin making better deals. Nibbles: Ever heard, “give an inch,... Sat, 20 May 2017 02:16:43 -0500 2017 — the year of video If marketers had a zodiac calendar, we might call 2017, “the year of the video.” Why is that? Online video is enjoying the spotlight, due in part to its increasingly crucial role in social media. Online video consumption is also at an all-time high, and that is a definite plus for video marketing. There’s never been a better time for businesses to take advantage of video’s popularity. In January, eMarketer estimated that 62 percent of the world’s internet users... Sat, 13 May 2017 01:21:02 -0500 Influencer marketing to dominate in 2017 I am part of Generation X – the last generation that ever scheduled their childhood evenings around when a beloved TV program was set to air. It was a time when television created celebrities that brands coveted as spokespeople to promote their products. Think of Michael Jordan for Nike, Suzanne Somers for the ThighMaster or Michael Jackson for Pepsi. Gen Y is wired differently. They spend notably less time watching TV programming -- regardless of the device -- and increasingly more time... Sat, 06 May 2017 01:44:43 -0500 Hitting the ceiling Nearly every growing company faces a phenomenon -- at multiple points in its growth trajectory -- where the leadership team feels stuck, growth stalls or halts, and everything starts to feel complex. The strategies of the past that served them so well are no longer working. Revenue has plateaued and frustration is creeping into the organization. This experience is called "hitting the ceiling," and it's perfectly normal though understandably nerve- wracking the first time a... Sat, 22 Apr 2017 00:15:30 -0500 Avoid the ‘me, me, me’ trap It’s official — you are on the social media bandwagon. Your company has a presence on major social-media platforms because you want to drive traffic to your website, engage customers in conversation and learn their insights, build brand loyalty, deliver better customer service and manage your reputation. But just being on Facebook and Twitter won’t make those things happen. You have to work for it. Positioning your company as an information source can help you achieve those... Sat, 15 Apr 2017 01:14:57 -0500 Responding to bad reviews It’s a catch 22 type of situation. You need to put your business out there in this age of social media, but in doing so, you open yourself up to criticism, bad reviews and the like. Despite the risks, social media is a marketing tactic that is a must for most companies. If you aren’t out there, your competitors are, and that is riskier than the possibility of a bad review. Knowing you won’t please all of the people all of the time, understand that an occasional bad review will... Sat, 08 Apr 2017 01:02:22 -0500 PR is your fire department Public relations departments are like fire departments. PR folks would much rather prevent your organizational fire than put it out. So, why is it that PR is almost always brought in after a crisis occurs? It’s simple. Many executives only see PR playing a role in generating earned media or planning events. While it is that; it’s so much more.R is often underestimated until it is needed to manage a crisis – or ‘put out a fire.’ The best practice for any business is... Sat, 01 Apr 2017 01:49:47 -0500 Business survival lessons from Palm ~Editor’s Note: This is part two in a two-part series. When Palm Computing was in its heyday, many analysts thought they couldn’t be beaten. They had technology coveted by the market and an internal culture – dubbed Zen of Palm – which employees described as the best they’d ever experienced. It was a culture oozing with camaraderie, respect, collaboration and support. The biggest fear of leadership wasn’t that they’d lose their position in the... Sat, 25 Mar 2017 00:35:44 -0500 What is your team's conversational capacity? ~Editor's Note: This is part one in a two-part series. The secret to a successful sales team -- or any type of team for that matter -- is in their ability to perform when the pressure is on. That can only happen when the team is able to have open, non-defensive dialogue about tough issues. It makes all the difference between success or failure, and there are numerous examples of it in corporate America that prove just that. Craig Weber, in his book Conversational Capacity, defines a... Sat, 18 Mar 2017 00:08:00 -0500 Change-receptive cultures are winning As I reflect over the companies large and small that I have had the privilege to partner with over the past decade, there is a consistent theme across those who have consistently improved and grown. That common thread is a culture of receptivity to change that permeates from senior most leadership to the front line. Recruiting strategies are focused on it, and reward systems are based on it. These nimble companies realize that the ability for a company to adapt quickly to the rapidly changing... Sat, 11 Mar 2017 00:36:58 -0600 The art and science of E-commerce sales The secret to inspiring visitors to purchase from your e-commerce platform is equal parts art and science. The science is your technology – how the e-commerce platform functions. Continuous improvements in functionality on your site are necessary to meet the growing demands of consumers. Beyond an e-commerce platform that works, consumers expect real-time inventory updates of available products. They count on the ability to filter products by several user-friendly criteria. If... Sat, 04 Mar 2017 01:04:16 -0600 Why ‘no comment’ is no good How can two words speak volumes? Think of the words “I do.” Say those two words, and you enter a lifelong contract. Say “no comment” during a media interview, and you catapult your company into crisis mode. Why is that? How can silence cause a multitude of havoc and send your company into immediate damage control? Oh, but you weren’t silent, and you did say something. In fact, the phrase "no comment" has many unintentional meanings. What does your... Sat, 25 Feb 2017 00:00:00 -0600 Crisis planning could save your company Natural disasters, bankruptcy, insider trading, bad social media reviews, product recalls and the like are certainly what comes to mind when you think of a crisis that could devastate your business. Most business owners don’t stop and ask themselves “Could this happen to me?” And even if they do, the answer is typically, “No. Surely not.” You may be correct. But what if you aren't? Are you willing to take that gamble? What if you join the 59 percent of business... Sat, 18 Feb 2017 00:03:38 -0600 JT returns and Mr. Clean channels Magic Mike Buzz is building around this year's Super Bowl ads, which will feature Justin Timberlake, political controversy, Mr. Clean as Magic Mike, and the first-ever live ad. In another record-breaking year, with ad costs exceeding last year’s $5 million per 30-second spot, big brands are, once again, putting it all on the line. Some will score big and others will be nursing a multi-million-dollar headache Monday morning. Here's what we know so far. Memphis native Justin Timberlake is... Sat, 04 Feb 2017 01:34:17 -0600 Super Bowl ad sales slow going Super Bowl advertising sales have been slow going this season, with only 90 percent sold by December of last year. While that may sound like solid performance given the big game isn't until February, consider that Super Bowl ads usually sell out in September or October given how long it takes advertisers to produce their big-game spots. These are the primary factors driving this slow-down in ad-sale performance. NFL ratings are down notably this season. While NFL executives cite the... Sat, 28 Jan 2017 00:19:21 -0600 How to raise prices and keep customers When planning your price increase, you probably thought about it all: The appropriate increase amount based on competitive standards; which products or services will be affected; and, the amount of business your company can afford to lose as a result of the change. But too often companies forget their customers when they outline a price increase strategy. A communication plan is a key part of implementation and should never be an afterthought. Price increases are a necessary part of business.... Sat, 21 Jan 2017 01:45:54 -0600 How sales promotions lose business It’s a common practice in business to set up a booth at the same trade show every year out of habit as part of your sales promotion strategy. Businesses show up, set up the same table display, and use the same fishbowl to collect many of the same business cards as they did in prior years. But what happens after the show? Sales teams often characterize a successful trade show based on the number of interactions with existing and prospective customers. But, without collecting and... Sat, 14 Jan 2017 00:00:00 -0600 Crafting the right launch The launch of a new product is just about as important as the actual product itself. As good as the product may be, if the launch is lackluster, the good product may sit on the shelf until it one day lands in a clearance bin. This isn’t what any business wants when debuting its latest and greatest idea. Research shows that only 35 percent of product launches are successful post launch. Yet, companies only get one shot at crafting the right launch. According to the 2017 State of Small... Fri, 06 Jan 2017 23:43:51 -0600 Marketers ratcheting up Instagram investment In a study by eMarketer, marketing professionals have spoken with gusto about their intended 2017 investments in Instagram. It was just September of 2015 when Instagram opened up advertising opportunities. However, the company is on track to bring in more than $1.85 billion in ad revenue this year, and that revenue is predicted to rise to $2.73 billion in 2017. Similarly, a poll of US marketers conducted by Advertising Age and RBC Capital Markets found that 30 percent of respondents were... Fri, 30 Dec 2016 03:01:25 -0600