Communications Customer Journey Customer Loyalty

How to give good customers bad news

A great article by Bruce Kasanoff on working with your customers when things don’t go to plan.  I had a very much smaller but similar experience many years back when in direct sales and the company supplying the goods had a strike and everything was delayed by a month.   No comparison I know to the below story but nonetheless, many of my colleagues were having their orders cancelled. I didn’t lose any because I let them know how it was and kept them informed.  “Simples” really.


“What happens when you make a promise to your customers, and then discover that your promise will be impossible to keep?

Many years ago, my boss at The Danbury Mint had placed an ad in Smithsonian Magazine for a 1934 Packard Speedster model car. Far beating all expectations, 5,000 people ordered the car.
The problem was that the supplier he hired couldn’t make the car to our standards. We were advertising precision die-cast models, and they were making cheap toys. He left the company, and I inherited the business.
Die-cast is not like digital. It takes many months to make new tooling, and then to produce the models. To make matters worse, I had to convince my superiors to leave our original supplier in Macau, to increase by a factor of five our investment in each new model car, and then I had to find suppliers actually capable of meeting the exacting standards we had advertised.”……..
Read the rest of the article here
Armstrong Beech Marketing Brand Communications Marketing

Is the Marketing Campaign Dead?

Challenging article by Hubspot’s Mike Volpe…
… “My blood curdles every time I hear someone talk about doing a ‘social media campaign’ or ‘blog campaign.’ Blogs and social media behave like compound interest, so if you treat them like ‘campaigns,’ you lose all the benefits. Marketers should be permanently creating, optimizing, promoting, converting, and analyzing.”   ……
“Stop the madness of coming up with an entirely new theme and creative concept every three months. Start having a long-term view of your brand, message, and voice — and what value your company can add to your industry. Stop blasting and interrupting people with advertisements about  you. Start being helpful . Start listening. Start communicating. Start publishing. Stop advertising. Start marketing”
Read the article here
Armstrong Beech Marketing Sales

Can you send me some literature?

It’s Monday morning and you’re sitting in the office planning your week of sales calls. The phone rings and suddenly you’re in a friendly conversation with a new prospect, Bob. Bob seems like a nice enough guy… knowledgeable about your industry, interested in your products and eager to ask all sorts of questions.
Up to now this is starting to look and feel like a real opportunity for you. But when you ask Bob about his decision criteria you hear those words that all sales people dread…”Oh, I’m just gathering information for someone else in my organization.” The atmosphere of the call has been positive, so you decide to ask Bob who the ultimate decision maker is. The conversation stalls for what seems like an eternity and then Bob says, “Sorry but I can’t do that.”
Sound familiar?   Great article from Tim Wackel. What do you do?


The value of business coaching from Google CEO Eric Schmidt

The value of business coaching from Google CEO Eric Schmidt.
All explained in 40 seconds. Click title link.
And visit the Quiver Management website with whom I work as an associate

Sales Sales/Selling

Seven Personality Traits of Top Salespeople

“If you ask an extremely successful salesperson, “What makes you different from the average sales rep?” you will most likely get a less-than-accurate answer, if any answer at all. Frankly, the person may not even know the real answer because most successful salespeople are simply doing what comes naturally”.
Read the rest of the article from the Harvard Business Review from June 2011, written by Steve W. Martin.   Though, personally I would add integrity, there are some interesting results.
Good article