Marketing

Virtual is the New Visual: Keep Your Marketing Simple and Effective in Turbulent Times

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By STEPHANIE WOODCOCK As work continues in the wake of this global crisis and some form of normalcy resumes, there is a new landscape to navigate in our marketing efforts. Yes, marketing. Did we forget? I don’t blame you. It’s easy to forget parts of our overall business strategies when we are currently living out

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Virtual is the New Visual: Keep Your Marketing Simple and Effective in Turbulent Times

By STEPHANIE WOODCOCK As work continues in the wake of this global crisis and some form of normalcy resumes, there is a new landscape to navigate in our marketing efforts. Yes, marketing. Did we forget? I don’t blame you. It’s easy to forget parts of our overall business strategies when we are currently living out

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Sales Excuses in Place of Sales Effort: Smart Sales Professionals Ditch the Excuses

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By TOM WOODCOCK I’ve worked with hundreds of people responsible for their company’s sales effort. I’ve seen some incredible individuals who seem to be in the mix on every deal they go after. They nail it and ask little in return, except for their bonus or commission check. Their companies thrive and their profit margins

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How to Turn Referrals Into New Business: Let Marketing Tell Your Story

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By STEPHANIE WOODCOCK As an architectural, engineering, or construction (A/E/C) company, how do you acquire business? Some common answers I’ve heard are through “trust, longevity, relationship, price, expertise and quality.” I’ve also heard the following: “I don’t need marketing, because most of our business comes from referrals.” In fact, if I had a nickel for

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Cultivating the Best Customers: Build Them and They’ll Be Yours

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By TOM WOODCOCK The challenge in developing a customer base is determining which customers represent the best possible opportunity. Which pay the best? Which are easiest to work with? Which are the least demanding? Companies market themselves to death trying to attract these types of customers. That’s the core problem – thinking all you need

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Is Traditional Marketing Dead?

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By STEPHANIE WOODCOCK Cold calling is dead. The days of the “hard sell” are behind us. Thank goodness, right? However, this places the onus on the marketing departments to support sales even more and create a united front of messaging and brand positioning. Both departments need to work in tandem with each other with the

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Former Equipment Sales Eye Trends, Patent Technology to Serve New Markets

By STEPHANIE WOODCOCK Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.” Chuck Justus, owner of Green2Go Rental Power & Light, a supplier of eco-friendly rental power and field lighting products, quotes Ford while explaining an industry that refuses to change. “On one hand, you have smaller rental houses that are mom and

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Are You Losing Contact with Sales Humanity?

By TOM WOODCOCK The pressure to give in is immense. Do everything electronically and save time. You’ll also cut costs. Sounds great, doesn’t it? Communicating by social media, email or text. Getting plans off FTP sites. Researching suppliers through their websites. Electronic deposits for payment (though for some reason, few “modernize” to this technique). All

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Enacting a Construction Sales Process: Make Time for Sales to Have Sales

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By TOM WOODCOCK Contractors often must wear many hats – everything from estimating to project managing, vendor relations and, oh yeah, selling. The selling part can often be an afterthought. The problem is that it needs forethought. Not allotting time and strategizing to sell can cripple a construction firm. Instead of trying to reshape an

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