I’m often asked by clients how to cope with the ‘appeal to brand equity’ made frequently by (some) marketing people (particularly those selling advertising) in defense of promotional activities. (To review my position on ‘brand equity as a management metric’ you might like to read this article. The marketer’s position is typically as follows: We […]
I spent a couple of hours with a Sydney-based insolvency practitioner last week. He visited to request assistance with his marketing. (Yes it’s okay, Ballistix is still solvent!) Because this was my first meeting with a potential client I waited a full 10 minutes before challenging the viability of his business model. Fortunately, my guest’s […]
Question: What’s the primary driver of conversion rate? Answer: In most cases, it’s not sales skill! The primary driver is most often what we call Opportunity Cycle Time: the time it takes to close an opportunity. What that means is that, if you want to improve conversion rates, you should look for a way to […]
Here’s a potentially lethal sales process engineering error that we’ve made a number of times; and one that many of our subscribers have made — and are making right now — too! The error is to attempt to increase opportunity flow to match your salesperson capacity. (It sounds innocuous enough but, like I said, it’s […]
About once a day, I feel compelled to scream at no one in particular: ‘it’s all about scheduling!’ Because it is. All about scheduling, that is. The Ballistix method — Sales Process Engineering — it’s really all about scheduling. But people just don’t get it. So, I’m going to take some time out to talk […]
A while back, a few subscribers expressed interest in hearing stories and results from the field. Well, we just finished a project with manufacturer of food products (sold through supermarkets, convenience stores, pharmacies, etc) and the results have been both interesting and indicative of our methods. This manufacturer has a team of salespeople, distributed across Australia. […]
