applied know how
articles regarding sales, marketing, commercial processes, customer and consumer marketing
In my last post, i proposed that buying has become so difficult, information overloaded, risky, that buyers struggle to make buying decisions that sellers need to step in and help. Thus “buyer enablement”.
The seller is an expert; the buyer – surrounded by unrivalled access to information – tries to become an expert, and typically fails. How can the expert assist?… Read more
Selling is easy… buying is hard; and the more people involved the harder it gets- thats why i love Gartner’s new improved buying process (pictures).
My career has been as a sales person; and I’ve spent a life time engaging and persuading … selling. And now i realise i had it all wrong; my role should have been helping customers bridge three key gaps preventing them from buying.… Read more
People don’t notice your Ads.
As the Ehrenberg-Bass Institute* famously revealed in its ’40/40′ study a few years back, only 40% of TV ads can be remembered the following day by consumers. And of that pitiful fraction, only 40% of those ads can be successfully attributed to the sponsoring brand behind it.
*(16% effectiveness is from Ehrenberg-Bass Institute study, quoted in ‘How Brands Grow’)
Multiply those depressing decimal points together and you discover that only 16% of advertising is remembered and correctly attributed.… Read more
The amount of money you should invest in building the image of your brand is a very contentious subject. What is happening is the amount of investment in brands is falling, and the number of brands investing ahead of their share of market is decreasing
and the effectiveness of advertising campaigns has declined with Short-termism is rising.
But recent in-depth research by Binet & Field has shown ( see here , here and here) that to grow your business you need to invest more in image building advertising and avoid the short-termism of sales activation.… Read more
Two questions today… why did Caterpillar start building sandcastles? And what works to sustainably grow your business? Answers later
If we looked at what B2B businesses are doing now, you’d think short term activation is the best way to grow their business.
Short-term, thats probably right… get the sale. But recent in-depth research by Binet & Field has shown ( see here and here) short-termism is doesn’t sustain that growth.… Read more