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Marketing & Sales
Messaging with Meaning — Strategy That Converts, Stories That Connect
Isn’t the very nature of all business, sales? At the end of the day, all jobs involve selling services or product to someone - whether it's a co-worker, a customer, or other business partners. Ultimately business is about transactions – supply and demand.
Tip From My Filing Cabinet:
Great marketing doesn’t chase attention—it earns trust. Speak to the need, not just the noise.
Sales
CUSTOMER RELATIONSHIP (CR)
Active Listening, Empathy, Impartiality, Follow Up, Personable, Communicator, Complaint Investigation, Patience, Positivity, Accountability, Task Prioritization, Problem-Solving, Closing, Expediency, Continuous Learning, Customer Confidence (Offer Options), Set Clear SMART Targets, Audit & Revise, Identify Key Metrics, Tools & Incentives, Qualitative Data
Customer service – Retail - CS
Reactive Support v Proactive Engagement, Customer Retention, Brand Reputation, Brand Loyalty & Endorsements, Data & Feedback
Customer Type:
Potential (Looking, Referral, Research, Unsure, Looking to Switch, Wandering), New, Retained, Need-Based, Discount, Impulse, Insistent, At Risk, Unhappy, Angry, Lapsed, Active, Referring, Loyal, Advocate, Lifetime
Customer Need:
Functional, Social, Emotional
Customer Behavior Type:
Argumentative, Shy, Silent, Talkative, Suspicious, Friendly, Hesitant, Impatient, Sarcastic, Pompous, Ill-Mannered, Rude, Impulsive, Group Shopper
Customer Decision:
Customer Acquisition, Create Value, Elevate Value, Capture Value, Expand Value, Customer Expansion
Nonverbal Awareness:
Space (Proxemics), Time (Chronemics), Physical Characteristics, Body Movements (Kinesics), Touch (Haptics), Paralanguage (Tone, Intensity, Pausing, Silence), Artifacts, Environment,
Customer Experience management – (B2C) - CEM
The Relationship Continuum:
Transactional, Functional, Affiliative
Sales Process:
Approach, Needs Identification, Presentation, Objection Handling, Close, Implement & Provide
Sales Cycle:
Funnel (Leads, Suspects, Qualifying Prospects [BANT], Customer)
Leads Management:
Marketing/Sales Closed Loop Lead Management Systems, Lead Scoring
Metrics:
Pipeline, Conversion Ratio, Activity Goals, Win/Loss Analysis, Sales Quotas, Forecasting
Time Series Techniques:
Trend Analysis, Correlational Analysis, Response Models, Market Test
Selling Strategies:
Script, Needs / Satisfaction, Consultative, Strategic Partnering, Overcome Resistance
Selling Techniques:
Active Listening, Warm Calls, Features & Benefits, Needs & Solutions, Social Selling, Product Expertise
Selling Process:
Approach, Needs Identification, Presentation, Objection Handling, Close, Implement & Provide Customer Service
Customer relationship management – Account Management (B2B/B2G) - CRM
Hero’s (Customer) Journey, Avoid Hammock Presentations w/ “Grabbers”, Appeal to Emotions (Loss Aversion), Customer Acquisition Approaches v Customer Retention/Expansion Approaches (Outdated Challenger Sales Model: Teach, Tailor, Take Control)
Prospecting:
Prospecting: Yes/No/NoDecision-Disrupt “Status Quo Bias”,
Value Proposition:
[3] Deadly Sins (Providing Too Much Information, Buyer Perspective Not Valued, Failing to Differentiate), Unique Selling Point
Status Quo Profile
Prospects Current Product/Service, Why They Chose It, (Issues, Challenges, Threats, Risks, Missed Opportunities) Since Implementation, Gaps in Status Quo That Can Be Resolved, Status Quo Profiles over Buyer Personas for Multi-Buyers, Urgency to Change Status Quo
Fundamental Attribution error:
Buyer’s Situation v Disposition, Introduce Unconsidered Needs, Stories With Before/After Contrast, Avoid Parity Trap (Value Wedge v Value Parity)
Value Wedge:
Unique, Important, Defensible
Customer Retention / Expansion:
Reinforce Status Quo, Situational Fluency, Align With Customer Success Team
Negotiation:
“Power Up” Is Outdated – Using unconsidered needs to create price uncertainty by disrupting perceived value of solution
Public Speaking & Cognate Strategies:
Tone, Emphasis, Engagement, Clarity, Conciseness, Arrangement, Credibility, Expectation, Reference
Customer Relationship Management (CRM) Software:
Oracle Sales, Oracle Netsuite, Asana, Hubspot, ProDemand, FMCDealer, DealerTrack, KeepTrack, Point of Sale Systems
Customer success management - CSM
Stages:
Onboarding (FAQs & Inquiries), Adoption (Communities, Peer to Peer), Retention (Reduce Churn, Identify Customer Milestones & Feedback), Expansion (Outgrown Services, Cross Selling, Upselling, Case Studies, Brand Advocates)
customer support - CS
Live Chat, Email, Social Media, On-Site, Telephone, Prioritize Documentation, Close Relationship Between Support & Product, Make Guidance Easy to Find, Choose Proper Channels for Team & Clients, Dispute Resolution
Measure Progress:
Number of Tickets, Average Response Time, Customer Satisfaction
CARP Method:
Control, Acknowledge, Refocus, Problem-Solve
customer Satisfaction - CSAT
Customer Communities:
Word of Mouth, Buzz, Influencer Marketing, Social Networking Sites, Viral Marketing
Loyalty Management:
Behavioral Loyalty (Habitual), Attitudinal Loyalty (Brand), Loyalty Programs (Longevity Effect, Blocker Effect, Spreader Effect, Accelerator Effect), Avoiding Post Purchase Dissonance
Complaint Process:
Listen Carefully, Acknowledge Feelings, Determine Root Cause, Offer Solution, Resolution Process, Follow Up, Record Complaint & Resolution, Offering Failure: (Communication Gap, Knowledge Gap, Standards Gap, Delivery Gap)
Dispute Resolution:
Set Aside Time, Don’t Interrupt, Nonjudgmental, Accepting, Reciprocal, Acknowledge, Seek to Understand, Calm Demeanor
CSAT Customer Service Priority:
Fast Answers, Help When Needed, Friendly Agents, Channels of Choice, Personalized Experience
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Marketing
Types
Marketing Research, Merchandising, Sales, Advertising, Product Development, Direct Marketing, Event Marketing, Emotional Influencing: Create Urgency, Connect with Your Audience, Communicate Value
Strategic Marketing & market environment
Situation Analysis, Competitive Environment, The Mission Statement, Developing Objectives
Strategic Planning Process:
Evaluate External/Internal Environment, Mission, Objectives, Value Proposition & Strategy Formulation
Porter’s Five Forces Model:
Potential New Entrants, Buyer Bargaining Power, Suppliers Bargaining Power, Substitutes, Competitive Rivalry
Competitive Analysis:
Political, Legal, Economic, Social, Cultural, Technology & Natural Resources
Formulating Strategies:
Market Penetration, Product Development, Market Development, Franchising, Contract Manufacturing, Joint Ventures, Direct Investment, Diversification Strategies, Marketing Plan
Strategic Portfolio Planning:
Boston Consulting Group Matrix: Stars, Cash Cows, Question Marks, Problem Children & General Electric Approach
Market Opportunity
Market Segmentation, Customer Insight
Targeted Marketing v Mass Marketing, One on One Marketing:
Establish Short Term measures to Evaluate Your Efforts, Identify Customers, Differentiate Customers, Customer Integration, Customize Marketing/Products
Segmentation Bases:
Behavioral, Demographic (Age, Income, Gender, Family, Ethnicity), Geographic (Geocoding, Population Density, Proximity), Psychographic (Innovator, Thinker, Achiever, Experiencer, Believer, Striver, Maker, Survivor)
B2B Segmentation:
Price Focused, Quality/Brand Focused, Service Focused, Partnership Focused
Attractive Markets:
Purchasing Power / Size, Profit Potential, Accessibility, Capabilities, Resources to Compete, Firm’s Mission
Targeted Marketing:
Multisegmented, Concentrated (Niche), Micro, Global, Positioning/Repositioning Offerings: Perceptual Map, Tagline
Market Intelligence & Consumer behavior
Clickstream Data, Intranet, Data Mining, Analytics, Publications, Trade Shows & Associations, Salespeople, Suppliers, Industry Experts, Customers
Market Research Process:
Define Problem / Opportunity, Research Design (Primary/Secondary Data, Syndicated Scanner Based), Design Data Collection, Specify Sample, Collect Data, Analyze Data (Valid, Reliable), Write Report
Research Design:
Exploratory (Depth Interview, Focus Group, Case Study, Ethnography, Projective Techniques), Descriptive (Physiological Measurements, Causal Research), Causal (Field Experiment, Test Market)
Price, Experience, Design, Convenience, Reliability, Compatibility, Buying
Need Recognition, Information Search, Product Evaluation (Evaluative Criteria), Product Choice/Purchase, Use & Evaluation (Post Purchase Dissonance), Product Disposal (Planned Obsolescence), Search Advertising, Low Involvement (Routine Response Behavior) v High Involvement (Extended/Limited Problem Solving)
Situational Influences:
Physical (Atmospheries), Social, Time, Reason, Mood
Personal Factors:
Personality (Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism), Self-Concept, Gender, Chronological / Cognitive Age, Lifestyle (Psychographics)
Psychological factors:
Motivation (Maslow’s Hierarchy of Needs), Perception (Selective Perception/Retention, Shock Advertising, Subliminal Advertising), Learning (Operant Conditioning), Attitude, Culture & Subculture, Social Class, Reference Groups, Opinion Leaders, Family
B2B Demand:
Derived Demand, Fluctuating Demand, Joint Demand
B2B Buyers:
Producers, Resellers, B2G, Institutions Buying Centers: Users, Influencers, Gatekeepers, Deciders
B2B Buying Process:
Recognized Need, Described & Quantified, Potential Suppliers, Requests for Proposal, Supplier Selection, Order Routine, Evaluation & feedback,
B2B Buying Situations:
Straight Rebuy, New-buy, Modified Rebuy, International, E-Commerce
marketing mix
Supply Chain Management
Offering Value:
Creating, Communicating, Delivering, Exchanging – Product, Promotion, Place, Price
Offering:
Product (Feature, Benefit), Price (Total Cost of Ownership), Service, Unsought
Three Way Product Classification System:
Convenience, Shopping, Specialty
B2B Offerings:
Capital Equipment, Raw Materials, Original Equipment Manufacturer, Maintenance, Repair & Operations, Facilitating
Product Dominate Approach:
Product Orientated, Product Category, Product Levels/Lines (Line Depth/Extension/Breadth), Technology Platform, Product
Service Dominate Approach:
Branding (Name, Mark, Extension, Cannibalization), Labeling, Packaging (Primary, Secondary, Tertiary),
Offering Development:
Idea Generation, Idea Screening (Concept Testing, Focus Group, Depth Interviews, Process Feasibility, Financial Feasibility Investment Risk, Opportunity Risk), Feature Specification (Quality Function Deployment), Development, Testing (Alpha/Beta Testing), Launch/Commercialization (Rolling Launch, Market Test), Evaluation
Product Life Cycle:
Introduction Stage (Penetration Pricing Strategy, Skimming Pricing Strategy), Growth Stage, Maturity Stage (Downsize, Standardized, Adaptation), Decline Stage (Harvesting, Divesting),
PLC Extension Strategies:
Increase Use Frequency, Increase User Number, Find Product New Use, Change Product
Ansoff Matrix, Market Channels, Channel Partners:
Wholesalers, Merchants, Distributors, Brokers, Manufacturers, Retailers (Category Killer), Nonstore, Direct,
Direct v Indirect Channel, Push/Pull Strategy, Distribution:
Intensive, Selective, Exclusive, Gray Market
Channel Dynamics:
Power, Leaders, Conflict (Vertical, Horizonal), Integration (Vertical, Horizonal)
Communication mix
Provide Information, Increase Demand, Differentiate the Offering, Accentuate the Value, Stabilize Sales, Advertising, Personal Selling, Public Relations (Press Release), Direct Marketing, Telemarketing, Direct Response Advertising, Message Strategies, Product Placements, Pricing Strategies,
Promotions:
Samples, Coupons, Point of Purchase Displays, Premiums, Contests, Loyalty Programs, Rebates, Trade Shows, Conventions
Components of Communication:
Source, Encoding, Message, Channel, Decoding, Receiver, Feedback, Environment, Context, Interference
Acculturation:
Initial Anxiety, Initial Elation, Initial Cultural Shock, Superficial Adjustment, Depression / Frustration, Acceptance of Host Culture, Return Anxiety, Return Elation, Reentry Shock, Reintegration
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