CURRENT GREEN SALES SHEET
Tips, Rips, and Reviews
by Michael Dalton Johnson
There is a lot of unwarranted fear about marketing via broadcast e-mail.
Any company has the unfettered right to send e-mail to anyone it wants as
long as it follows the rules governing this activity.
I once recommended broadcast e-mail to a small specialty software
company that was introducing a new product. The company had recently
purchased a database of 50,000 prospects for use by its telemarketers. I
discovered that the database also included e-mail addresses.
I suggested that we test a few thousand names with the company’s
standard offer of a free 30-day demo version.
I was presenting this idea to the marketing group when the marketing
manager became visibly agitated. Finally she blurted, "This is a bad idea!
Unsolicited broadcast e-mailing is a form of corporate vandalism, and I
don’t think we can afford to get a bad reputation with our customers."
She went on to say she that was convinced it wouldn’t work but could
offer no facts to back up her opinion. Despite her passionate protests,
management decided to do a test e-mail to 5,000 names.
Three days after the e-mail went out, I got a call from the company’s
president. The firm had generated 43 orders and 2 complaints.
It e-mailed the rest of the database the following week. Ultimately, it
sold millions of dollars’ worth of products via broadcast e-mail.
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5 Things Salespeople Should Never Do
by Jill Konrath
When Forbes magazine interviewed me about what salespeople should never do, the five "no-nos" below immediately popped into my mind.
Here's what I shared with the writer from Forbes magazine:
NEVER allow failure to enter your vocabulary. Redefine everything as a "learning experience" and then focus on figuring out how to get different results.
NEVER talk politics with a prospect or customer -- unless you are 100% sure you're totally aligned. And, even then it might not be smart because other members of the decision team may have different feelings.
here to continue reading.
Top Dog of
"If you're running into trouble cracking into corporate accounts, most likely the root cause is your failure to clearly articulate the business outcomes that customers realize from using your products, services or solutions." - Jill Konrath
Jill Konrath is a top sale strategist who helps b2b sales pros develop fresh strategies to engage their crazy-busy prospects. Jill authored the classic, Selling to Big Companies and bestselling SNAP Selling. Visit her website here.
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Break a Few Rules and Build the Career
of Your Dreams
The problem with "conventional wisdom" is that it's not always wise. It's often off target, outdated, or just plain wrong.
However, when you practice a little creative rule breaking good things start to happen.
The rules below are explained in Rules of the Hunt and brief case histories and examples are given.
"To say that Rules of the Hunt is one of the most unusual business books I've ever read or reviewed would be an understatement." - Ivana Taylor, Editor, Small Business Trends
• Steal good ideas
• Never pay full price.
• Get off the phone.
• Avoid meetings with more than three people in attendance.
• Raise your prices and sell more.
• Avoid writing memos.
• Look at business as a form of playing.
• Don't tell people what to do. (There is a much better way to get what you want.)
• Turn down invitations to business lunches.
• Drop in unexpectedly on your competitors.
here to learn more.
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