One of universal truths is that it’s easier to grow your business organically with existing customers than to constantly acquire new customers. Everyone seems to know this. But most companies still spend the majority of their time and resources generating new business.
When I used to work in the advertising world, we called new business, “the lifeblood of the agency”. Working on existing client accounts was considered boring. It was all about the thrill of the pitch. That’s where the best talent and the best thinking was focused.
But, the reality is that it’s easier and cheaper to get more business from your current customers than to constantly chase new customers.
In a recent team meeting, I stressed the importance of customer retention and creating “raving fans”. To illustrate my point, I played my team a segment from the movie Springsteen & I. It’s a great documentary that’s all about the special connection between Bruce Springstreen and his fans. You can watch the trailer below.
Recently, I had the opportunity to represent PGi at the American Association of Inside Sales Professionals (AA-ISP) Leadership Summit in Chicago. The title of my presentation was “Evolve or Die: How to Survive and Thrive in the Changing Sales Landscape”. You can check out my the slideshare of my presentation above. In this post, I’ll share some of the key themes I discussed at the conference.
The Changing Sales Landscape
Overall, the role of a sales professional is dramatically changing. The “good old days” of dialing for dollars is over. Today, only 2% of cold calls result in an appointment. So, if you’re hoping your “dial days” will result in some big deals, you’re going to be very disappointed. Sales people today have to accept a basic truth: Your prospects really just aren’t that into you. They don’t want you calling or email them. When they’re ready to talk to you, they will reach out. Read More
The corporate “tagline”. It’s an often overlooked and under appreciated part of a brand’s marketing message.
Some brands have had the same tagline forever. Other brands seem to change the tagline every year. Some brands have multiple taglines. Others have no tagline at all.
There’s not universal agreement on what a tagline is and the role it plays in a brand’s marketing message.
Personally, I believe to tagline is critical. At best, it should be the most concise articulation of your value to your customers. At PGi, we just went though an exploratory which led to a new tagline. So, I’ll share some of the thinking behind it. Read More