You have most likely heard the adage, “It costs less to retain a customer than it does to replace a customer.” Yet, after a thousand phone inquiries I’m still waiting to hear, “We need help with a retention program.” Have you calculated your customer retention ratio? Depending on your industry, it costs three to 10 […]
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Done right, PR can be an effective promotional tool
One of the most powerful and credible ways to promote your company can also be the least expensive. Done right, public relations can generate awareness, improve your public image and stimulate sales. But first, you have to get covered. Before you get started, it’s important to understand the function of public relations. It is used […]
A 12-step program for marketers in denial
It seems like there is a 12-step program that addresses every conceivable ill. Following is a 12-stepper for owners and manager suffering from any affliction causing problems in their marketing. Before we go any further, you first must admit that you have a problem. “Hi, my name is Andrew, and I’m a myopic marketer.” There…that […]
Reverse engineer sales and marketing to move inventory
By Andrew Ballard Growth Strategies One of my pet peeves is the term “sales and marketing” because it is a misnomer. It doesn’t matter whether you sell a product or a service, reverse-engineering the “sales and marketing” process can significantly increase your sales revenue. Before illustrating my point, I’ll give you my definitions of “sales” […]
An effective elevator pitch can escalate sales
by Andrew Ballard It doesn’t matter what type of business you’re in, an effective elevator pitch can lead to new sales opportunities. Many claim to use this technique to stimulate a sales conversation, yet few actually make the transition from pitch to profit. Let’s examine a few elevator principles. An elevator pitch is that intriguing […]
A best practice for starting and staying in business
by Andrew Ballard Last month was National Start a Business month. A common denominator in all of the “how-to” guides I’ve read on starting a business is that of writing a plan. Ironically, this “start a business” best practice is also the best approach to staying in business. Does your business have a plan? The […]
