selling

How to Turn a NO into a YES!

Can an initial rejection actually help you get the “yes” you really want? Surprisingly, if you create the right first and second requests, it can. Persuasion expert Robert Cialdini conducted a classic experiment that demonstrates the technique by soliciting volunteers to work with troubled kids.

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How Do You Explain Marketing to a Six-Year Old?

The other day, I was trying to explain to my six-year old son what I do at Marketo, and he asked “what is marketing?” I thought for a second, and said “Marketing is what you do in business when you want to help convince people to buy what you have to sell.”

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I Want JC Penney to Succeed

JC Penney announced a no-sale strategy last year, along with an intention to replace sales with “everyday low prices” and a more respectful approach to its customers (instead of perpetuating the inane high pricing, constant discounts, and other detritus that have all but destroyed brick & mortar retailing).

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Make a Crazy Request, Close the Deal

When salespeople hope to close a deal, they may try doing favors for the client. In fact, scientists who study human behavior know that the opposite strategy can work: if you can get someone to do YOU a small favor, they are much more likely to grant a bigger one. This has been shown to work in many situations, including one experiment in which people agreed to have a large yard sign installed after first accepting a small window decal. A favor as simple as answering a request for the time of day can lead to granting more complex favors.

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Bright Lights Project - Bundle Offers

Chances are you've come across a bundled services offer from your friendly neighborhood phone or cable companies lately. It's actually the primary slant of their marketing strategies, so you really can't avoid them. The pitch is simple: buy more of the things we sell and you'll get a better up-front discount.

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The Sales Associate of Tomorrow

The folks at Deloitte recently released, The Next Evolution: Store 3.0, a report on the readiness of retailers for the store of tomorrow. Although the report offers a somewhat limited and biased perspective since it is based on a survey of only 39 current retail executives, it raises some important questions about the requirements of the future store.

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Solving the “Invulnerable Customer” Problem

Often, consumers don’t buy products because even though they recognize a risk exists, they don’t think they will be victims. The belief may be irrational, but they see themselves as invulnerable. So, they don’t buy life or disability insurance, they don’t invest in healthcare products products or services, they don’t join a gym, or take other common and desirable steps to protect themselves. This poses a problem: what’s the best marketing strategy for consumers who seemingly believe in their own invulnerability?

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How to Write Taglines That Double Sales

Two Customer Types

Taglines for products and brands are everywhere, but often they don’t get the attention they deserve. A variety of research shows that one phrase slogans can have a profound effect on how customers see the product. One key factor in crafting that phrase is matching its content to the customer’s mindset, and in particular to two important consumer motivations: prevention and promotion.

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How Social Media Enables “Just Looking” Customers to Generate Sales

Guest Post by: Jo Stratmann

Who is your most valuable consumer?

The one who buys the most from you, the one who generates the most margins or the one who spends the most time in your stores.

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Are You Lost in A B2B Sales Lead Paradox?

Guest Post by: Maria Pergolino

Your B2B marketing department has done its job. They’ve filled the funnel with sales leads. The sales department followed through on the leads provided but somehow your close-ratios are dropping. What happened?

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