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Too often today we see new business people running around like blue arsed flies, chasing their own tails, wearing rose tinted spectacles about every single opportunity that hits their desk.
The more meetings they go on the worse it gets. The more spam that has to be mailed out to generate more unqualified opportunities that do little more that keep your hand in with PowerPoint. Spurred on often with a barrage of cliches, if at first you don't succeed and it's a numbers day, all the way up to your P45.
Most articles will look at the smartest ways of going about new business in today's competitive marketplace. Much emphasis will be on referral marketing; face to face skills (what we used to call sales skills); how to save time and money by qualifying opportunities properly and how to create solid, quantifiable client servicing programmes. So your business grows the way you'd like it to, like a flower not a sandcastle.
Your dreams, desire and expectations are yours to keep, don't let anyone take them away from you. Success is not perfection. You always have a choice. Have fun, nobody gets out alive.
Category Archives: Marketing
The above is narrated by John Seddon the CEO of Vanguard Consulting, which takes some of its ideas from William Deming, who is one of the earlier so-called ‘system thinkers’. The above is referring to the public sector, however I think it … Continue reading
“How could they possibly appoint that agency?” ” It makes no sense at all, I actually can’t believe it.” “Are they thick, stupid, or retarded, or all three?” “I bet they fell for all their lies about how they’d put … Continue reading
Agencies often come up with wish lists to create direct marketing campaigns. Normally a variation on e-mail, direct mail follow-up telephone calls and so on. The criteria for the list is usually something like BANTS (budget, authority, need, timing) job … Continue reading
Above is typically how an agency’s clients are distributed. It is a negative binomial distribution (NBD), sloping down from left to right. It is what Byron Sharp in his award-winning book How Brands Grow found to be the distribution of … Continue reading
I’m trying to show agency owners the problem with being proactive with new business via telemarketing and direct marketing that can end up with them being fooled by their own numbers.. This is not an article about how you should improve … Continue reading
Death of the salesman? It is amazing the amount of things you can buy today without meeting a sales rep / new business person. I bought conveyancing online and it was great and it was dead cheap. I bought it … Continue reading
To Pitch or Not to Pitch published in The Drum – misses a key piece of evidence on whether an agency should pitch or not. Maybe your own evidence will confirm this. Of course what an agency is (should be) really deciding … Continue reading
Have you ever had a well planned out idea? One where you feel organised and in charge from the very beginning? Well, here’s mine. I recently bought Bob Hoffman’s book ‘Marketers are from Mars Consumers are from New Jersey‘. Buy … Continue reading
Marketing recently ran a piece titled ‘Marketers must tap into the human brain here’. This is my response that was recently published in Marketing. Don’t tell me that marketers have only just discovered we must tap into the human brain? … Continue reading
The chances of what happened above is 7%, similar to the chance of closing a cold lead if you are a new business fish. Also a good lesson in humility. In poker there are two terms that a new player … Continue reading