Prospecting by phone can be a great way to land business at a time when many competitors are focused on email, writes Marc Wayshak. Using the right tactics is essential, beginning with developing a script for the beginning of the call, he writes.
Public speaking becomes more difficult in stressful situations, even for seasoned communicators. Anett Grant offers four tips to calm your nerves and deliver a better high-stakes presentation, beginning with focusing on what you want to say rather than what you think the audience wants to hear.
Account-based marketing is now a buzzword in the sales industry, but the principles behind it are reminiscent of classic practices such as field marketing, territory management and consultative selling, writes Scott Cotter. To succeed with account-based marketing, sellers simply need to know their entry points, expand their contacts and provide them with useful information.
While the buyer's journey hasn't changed much, the way in which top sales departments match their sales process to it has changed, writes John Tintle. It's important to reframe your sales team's goals at each stage of the sales process and identify value points, tools and content that can better align the process with the buyer's journey.
Small businesses can use some of the same tactics bigger companies use to attract visitors to their websites, including search engine optimization and product reviews on popular sites such as Yelp and Angie's List. Those visitors can be turned into leads by offering free samples or even sending emails based on subscriber needs, writes Itai Elizur.
While discounts can often attract new customers, the better long-term strategy is to inspire loyalty among your buyers, writes Susan Wall. Use customer-relationship management to tie customers' online and in-store purchases while capitalizing on metrics to gauge their interactions with your brand and find areas for improvement.
An OpenMarket report indicates that consumers are ready for greater implementation of chatbots among retail, financial and other businesses. "Chatbots are already well into the hands of today's consumers, and early returns show nothing but promise for the technology as a supplement to existing customer experience processes," Steve Taggart writes.
Running enthusiasts Julie Sapper and Lisa Reichmann provide a personal touch as they coach more than 300 runners annually through their company, Run Farther & Faster. The University of Maryland's Elana Fine says the duo can grow the business by either raising prices or using technology to bring on more clients.
In some circumstances, it may make sense to hire an intern rather than add a full-time employee. This strategy can help you fill talent gaps, add new perspectives to your business and test out job candidates before extending full-time offers to them, writes Mike Kappel, CEO of Patriot Software Co.
Content marketing can be an effective method for attracting customers, but it also requires time and effort and isn't right for every business, writes Renee Warren, CEO of Onboardly. A campaign can take months to produce results, and it shouldn't be seen as a cheap alternative to advertising.
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