13 posts categorized "Articles"

07/13/2011

Benchmarking: How To Keep Things Dynamic and Proactive

The following is an excerpt from: James Obermayer, Managing Sales Leads: Turning Cold Prospects Into Hot Customers, (Mason, Ohio, Textere an imprint of Thomson/South-Western, 2007) and Racom Books, Page240

How to Keep Things Dynamic and Proactive

Because inquiries and leads decay at a predictable rate, you now need a plan to stop the irritating odor (of decaying leads) that persists in the marketing and sales departments. This is the shortest chapter in the book, but it may be the most helpful. It is divided into three steps:

Step One: Benchmark your current follow-up and closing percentage. It lets you know the size of your problem and the opportunity.

Step Two: Perform an Inquiry Handling Audit. The answers to the audit questions will help you uncover the issues that have to be fixed in step three.

Step Three: Create a Road Map to Fix the Problems. Follow the twelve-steps outlined in this section to gain control of our marketing and sales processes.

 

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George Patton’s Lessons You Have No Choice But to Attack, Attack and Attack.

George Patton said, "Nobody ever defended anything successfully, there is only attack and attack and attack some more."    During a recession, CEOs, presidents and sales and marketing managers are each confronted with one of two choices. 

  1. Will we defend, therefore shrink, possibly survive and in the process risk the death of our enterprise?
  2. Will we fight and take market share from those who choose defense and cannot manage their business?

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Are Marketing Managers Victims of Learned Helplessness? How do Marketing Managers Breakout from Being LMH Victims?

The condition called Learned Helplessness, was discovered and popularized by psychologist Martin Seligman.    He found that when he placed dogs into an inescapable environment and administered electric shocks the dog will eventually stop trying to escape.    If the dog was placed into an environment where it could escape and given shocks it would not try to escape.  It learned to give-up.  This discovery has had a major impact on human psychology.

This same issue stalks the lives of marketing and marketing communications managers the world over.  In most instances they have been placed into an environment where they have been taught it is futile to prove the return on investment for lead generating activities.  After time passes they quit trying to prove an ROI for their programs and suffer the consequences of Learned Marketing Helplessness.

Continue reading "Are Marketing Managers Victims of Learned Helplessness? How do Marketing Managers Breakout from Being LMH Victims?" »

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