Everything you need to know about your sales process … you can learn on a factory floor! If you’re struggling to multiply the effectiveness of your sales process, I challenge you to take a wide-eyed stroll around a modern manufacturing facility. I’m betting that, among the noisy machines, the intimidating technology and the strange sights […]
From time to time, I come across managers who battle valiantly and unflinchingly to accomplish what appears to be downright impossible. To their credit, these noble individuals manage to notch up occasional successes! I even see entire businesses that owe their existence to the belief that, with enough passion, determination and brute force, miracles can […]
Following is the sad story of the entrepreneurial Harry Edgecliffe and his ruthless competitor Spot Pet Foods. Although neither Harry nor Spot exists, their tale provides a number of invaluable lessons for all marketers. Harry Edgecliffe is not a happy man! In recent months, the business he toiled for so many years to build has […]
Now here’s a tough one … What would you do if you were providing a service that appeared to be identical to the service offered by your competitors – in spite of the fact that yours was clearly the superior offering? That was the problem faced by a large commercial cleaning contractor with whom I […]
Few suggestions inflame passions faster than the suggestion that performance pay be abolished. It’s our contention, nonetheless, that, in an ideal environment, commissions and bonuses are likely to be in conflict with the goal of the organisation. Of course, traditional sales processes are not ’ideal environments’ and, as such, the traditional sales process serves as […]
If I had a dollar for every time someone asked me what percentage of their sales they should be spending on advertising, I’d be writing this column from Aspen! Problem is, it’s simply the wrong question to ask. And I’ll show you why… Let’s assume that the objective of your advertising is to generate sales. […]
If you have a salesperson, I challenge you to try this simple ‘time and motion’ study. Follow her around for a week and take note of the different activities in which she engages – and the percentage of her working hours that are devoted to each. My guess is that you’ll discover something like the […]
Human brains are well suited for some tasks, and poorly suited to others. Our grey matter excels at creative pursuits, but it’s easily stumped when it comes to even the most rudimentary logic. We are reminded of this regularly when we talk to subscribers about their management of promotional expenditure. Almost without exception, we find […]
Imagine what you would say if your production manager attempted to justify the purchase of a new piece of capital equipment by arguing that the lease payments will bring you in line with industry benchmarks for capital expenditure! I’m guessing that you wouldn’t appreciate the employment of such irrational thinking to the purchase of machinery. […]
