Marketing (with class)


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Three top sales and marketing execs shared their secrets to setting up a sale. But the 7 tips are more about integrity than anything else.

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Marketing (with class)

  1. 1. 7 tips on setting up the sale Without sales you have no business. No matter how brilliant your product or idea. How do you do it with class? These 7 tips come from notes gathered in a Seattle conversation with: Do My Reminders co-founder Sally J. Vilardi, Skytap’s chief marketing officer Steve Brodie, and Zango’s senior vice president of worldwide sales Rip Warendorf. The ideas they shared in 2008 hold true today more than ever. DESIGNKOMPANY.COM
  2. 2. Be objective. Ditch bad ideas. Don’t get caught up in emotion. Set measurable targets for your sales. Be willing to adjust and re- assess to the reality that emerges when you check numbers down the line. Getting too many re- quests for small projects? Con- sider a self-service option that’s available only online. If something isn’t working, lose it. DESIGNKOMPANY.COM
  3. 3. Take the long view. Sales and marketing are different. Stay attuned. Sure, at the end of the day it’s important to get cus- tomers. But it’s also about keep- ing them. Think beyond getting your first dollar in the door. Think about how to offer great service to the customers you already have. Customer retention pays back manyfold. DESIGNKOMPANY.COM
  4. 4. Know the customer. It doesn’t have to be a fancy profile. Can you identify your customer? Can you tell us what they like to do on a night out, where they want to vacation, how they like their eggs? Maybe it’ll take some time to work this out. Be willing to step out of a predetermined box. Later, be able to stay on track with what you know about your buyers. DESIGNKOMPANY.COM
  5. 5. Don’t overpromise. Do what you say you will. Know what you’re about, but also be clear what you’re not about. Be able to say, “My product does this. And no, it doesn’t do that.” Many people try to sell something they plan to develop “eventually.” Don’t do this. Definitely don’t tell people you’re going to do some- thing and then not do it. DESIGNKOMPANY.COM
  6. 6. Know the problem. Find out where the pain point is. Customers see you as a guide. Do you know what problem you’re trying to solve for them? How can you be most useful? You want to hear them say, “Wow, you can do that? That’s exactly what I need.” These people will be your best advocates. DESIGNKOMPANY.COM
  7. 7. Build a case. Build relationships. Build trust. Tell a good story. Be willing to set up “introductory pricing” to get a few clients on board. Then build your case studies. Ask people to write references. Nicely. DESIGNKOMPANY.COM
  8. 8. Pay attention. People want to be heard. Great marketing isn’t about pushing sales. You don’t need to get on the phone and press mes- sages into the ears of other peo- ple. That sounds like, “Blah blah.” to them. Remember all those tele- marketers who call at 5pm on the dot? Good salesmanship is about listening and learning. Not so much about you, but them. Talk to people. Ask questions. Learn, listen. DESIGNKOMPANY.COM
  9. 9. Want to know more? Read this book Integrity Selling for the 21st Century, by Ron Willingham. For more on well-rounded brand design, talk to Design Kompany. DESIGNKOMPANY.COM