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Archive for the ‘on marketing’ Category

My company works in the IT industry. Management asked me to solicit some leads through LinkedIn since cold calling is impersonal and ineffective. After sending bulk requests our database grew to almost 300 contacts. The problem is that we couldn’t turn this list into serious prospects. Is LinkedIn a dead end for marketing our business? ...read more

I’m a senior university student majoring in Marketing. Due to your constant praise of the power of branding, I got into a lot of reading. Actually, my social life is almost non-existent. So, thanks! One of the things that still have me confused is the need for a Brand Essence when the slogan or tagline is a strong one already. Shouldn’t ‘Just Do It’ be enough? ...read more

I can tell that some of our customers are lying to replace some pieces or get freebies. How can we stop this abuse without breaking “the customer is always right” philosophy?

To start with, it’s refreshing to see that you and your company are committed to customers. Some customers will always take advantage of flexible policies; it’s a fact. However, that doesn’t mean your company should punish all customers because of the acts of a few. So, let’s talk options. Assuming that there’s nothing wrong with your products, it’s possible that they’re returning them because they don’t suit their needs anymore. Putting good intentions aside, you need first to examine the incidents. Are the same customers repeating this behavior over and over? Or is it that many customers are returning their purchases once? ...read more

Our Sales team is not being well received by prospects. And it’s getting harder to secure more meetings. For some reason, titles like Sales Executive, Associate, or even Manager are taken negatively. We tried adding the word ‘Senior’ to some of their titles, but not much has improved. How can we solve this problem?

When you walk into a shop, you wouldn’t care much if you were served by a salesperson or by the owners as long as the service is satisfying to your standards or exceeding them. The titles in this case don’t matter much, unless you’re in a car showroom and your sales executive gave you the, “Let me talk to the Manager and see what we can do” speech, your mind gets trained that bigger titles equal more discounts. ...read more

Our Marketing Department doesn’t understand the importance of updating the Call Center with plenty of time before releasing marketing campaigns, which creates nightmares for the Call Center Agents. As the Call Center Manager, I spoke to Marketing and things got better for a while, but it got back to the way it was before. How can we fix this issue once and for all? ...read more

It’s really difficult being in sales when quality and price are in a constant fight in this market! We work with a high profile quality brand. Customers don’t understand the value of our products, how they’re made, or what makes them special. How can I sell quality to price buyers? ...read more