Mention “branding” and people generally think in terms of company names…McDonalds, Nike, Disney, Ford, Xerox, etc. Or, they think of burned cattle flesh. Aside from the cattle flesh, Webster defines “brand” as “a class of goods identified as the product of a single firm or manufacturer.” What is your “class of goods” and how can…
There are lots of pro’s and con’s in the arena of marketing debate as to which is better – a well-aimed shot with a .22 caliber rifle or a broad sweep of buckshot from a shotgun. Well, I don’t intend to argue the arsenal! Instead, I am taking a middle position which will allow you…
All too often businesses get caught up in the “product trap.” From advertising to sales presentation, the “product” takes center stage. Afterwards we wonder why we didn’t get the sale. Or if we did, why we didn’t retain future business from the client. The answer in both cases is simple: we made the wrong sale…
Too many agents are devoting 100% of their time to existing clients without prospecting for new ones. The increased earnings generated by these existing clients are creating a level of complacency. Their conscious (or subconscious) mantra is, “I’m making more than I expected or need, so why should I work harder.” As a result, prospect…
Do you have a sales prevention department in your company? That question was posed by the publisher of Telemarketing, Nadji Tehrani. That question served as a reminder of the many mistakes I’ve made over the years–excuse me, a reminder of my many learning experiences. No one is likely to admit to sales and marketing sabotage,…
Today’s buyers are more sophisticated than they once were. They are more knowledgeable, less loyal and more cautious. Given these changes, buyers will no longer simply allow you to “sell.” Successful salespeople will be those who provide information and recommendations, who anticipate problems and offer solutions, who look at the sales process as long-term and…
Business customers usually have very limited patience with any sales person who hasn’t taken the time to become at least a little acquainted with their business. This is even more true in insurance sales, as one of an agent’s primary duties is to have sufficient grasp of the prospect’s business exposures to make solid coverage…
We recently read an article in a national training magazine that, in the course of making a point about sales training, used “insurance” as an example of a commodity sale. Do you agree with that? Is “insurance” a commodity? Do you sell it that way? Should it be sold that way? How do your insureds…
Jeff is a 22 year old producer who has been in the insurance business for less than a year. He came from a finance industry company where he was involved in outside sales. He’s having trouble launching his insurance sales career and is curious what can benefit him right now and what he can do…
“Ready, shoot, aim.” Unfortunately, that’s the all too common description of the field salesperson’s modus operandi. In a misguided attempt to stay busy and see as many people as possible, too many salespeople subscribe to the theory that any activity is good activity. There was a time when this was true. Customers had more time,…
