Crisis Management

Eight steps to follow when communication crisis hits

Mar 10, 2018

Most of the time a communications crisis starts like this: a phone call, email, SMS or IM out of the blue “Hey, are you aware of this _____?”

If you are a leader and your organization is struck by a communication crisis what do you do? Often you did not expect it and you have not prepared for it.Continue Reading

Top Seven Marketing Metrics (for me)

Jan 21, 2017

We often measure a marketing campaign by this metric: did it get more sales?  While this is ultimately an important result, it is really only a small part of the picture.  One could argue that the ultimate measure of marketing’s effectiveness being tied to sales results has driven a wedge between marketing and sales teams.  Marketing will argue their job is to provide leads and it is the sales team’s job to close the leads, so they are not responsible for sales results. Sales will complain that the leads are weak….Continue Reading

Phone sales leads

The four steps to follow for phone sales leads

Nov 22, 2016

leo-cold-callsI work for an organization that sells industrial equipment, farm equipment and recreational products. Our buyers are generally not shoppers but customers that have a product solution need: they need to get the crop off and are looking for a grain cart to move it.  They need to haul a skid steer to the job site, they need a flatdeck trailer to move it. They have four snowmobiles and need to get them to the mountains.  The point is, the customer is calling looking to buy because they believe they need to.  There is not a want; there is a need.  Many organizations have the same buying behavior.  In today’s digital world, the phone call is often the first human-to-human contact and is so very important. Yet, all too often, the incoming call is mishandled as follows:

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Do you believe the customer is the most important thing?

Oct 7, 2016

customer-experience-excellenceThere is more focus on customer experience now than ever before. Interestingly enough, when you read why brands are focusing on the customer experience the reasons given are more excuses or accusations. What we’re not seeing are brands aspiring to have a great customer experience because that’s what best for their business. Typical reasons given include the following:Continue Reading

Why you need to challenge your business assumptions

Apr 30, 2016

It iusability-testings easy to get trapped in the rut of “market of one” thinking (if I like this every one else should).  To mitigate this thinking our team regularly takes one of our websites and submits it to a user testing group. This group is tasked to answer questions such as describing the purpose of the site, finding a product, requesting a quote, finding the warranty on a product; typical tasks we want our customers to be able to do easily on our website. Of course (us) the people who designed the site know how to do all of these tasks easily, but what about a first time user?  That is what we want to know. Continue Reading