Monthly Archives: February 2014

Leading with a Challenge

“People are tired of simple things. They want to be challenged.” – Umberto Eco I recently finished reading an interesting book called The Challenger Sale, by Matthew Dixon and Brent Adamson. I’m not big on reading book reviews disguised as blogs, so I’m not going to spend 1000 words talking about the book. I’ll just strongly suggest it to business leaders everywhere. You can read more about it here. The short version is this: the predominant view of sales success in recent history is that the most successful salespeople are “relationship builders”. I think most of us understand what that means – the kind of people who are good at making friends, that people like being around, that make you feel comfortable, etc. The authors suggest (based on fairly exhaustive research) that while those people are good at making friends, they aren’t so good at...

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What is Marketing?

This is a conversation I often have with clients. Many businesses take a really narrow view – ‘it’s what we put on our web, print on our brochures or broadcast via our ads’. Effectively what they push out in the hope it will hit their target customer and get them to respond. Well, yes, that is a part of marketing but it’s not the whole or, I would argue, what truly matters. If the objective is to positively impact how customers (both current and prospective) think and feel about you then viewing marketing in a traditional sense isn’t going to cut it. An exercise I get clients to undertake is to map out their touch points or, put another way, the customer journey. Where, when and how do customers interact – from the first time they hear about you, to the physical or online experience,...

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