Curated Video
WIIFM? How to Use Self-interest to Influence and Persuade
Self-interest is a given and goes without saying. It is obvious that people do what they see as being in their best interests. So, why am I bothering with it? Because appealing to self-interest works. It is the ‘What’s in it for me?’...
Curated Video
Peer Pressure: The Awesome Power of Social Proof
Humans feel a deep need to fit in, to conform. The harder the choice we face, the more we defer to others. I call this the ‘eight-out-of-ten-cat-owners’ effect. Psychologists call it Social Proof.
Curated Video
You Need a Sales Strategy: Which One?
If you want long-term success in anything, you need a strategy. And this is never more so than with sales.
Curated Video
Pricing and Fear of Price
This is a course about sales. And most salespeople have no control over the prices of the products and services they need to sell. So, I am not going to talk about the economics, strategy, or internal politics of setting a price. I want...
Curated Video
Sales Optimization: Upselling, Down-selling, and Cross-selling
A good salesperson never wants to leave their customer without making the best sale they can. So you need to learn the art of the upsell. And, for that matter, of the cross-sell and the down-sell.
Curated Video
What are Lean and Lean Thinking?
In this video, I want to answer the questions, what is Lean, and what is Lean Thinking?
Curated Video
What is Market Research? The Five Types, and a Basic How to...
Market research is the process for understanding the customers’ responses to a new service or product, by working directly with potential customers. Market research allows a company to discover who its ideal customers are and get...
Curated Video
Marketing Mix: Product - What is Product Marketing?
In our video on Marketing Mix, the first of the 4 Ps was Product. Product is the goods and services that you offer to your target customers. It needs to solve a problem, scratch an itch, or create desire in your customers. So, this...
Curated Video
What is Public Relations (PR)?
How can your organization build the reputation it chooses? What it does and how the media represent it are important. So is advertising. But one way combines authenticity and control: good Public Relations, or PR.
Curated Video
Advertising Campaign Monitoring & Evaluation
Advertising is a big investment. So, you need to be able to assess the return you get – your ROI. What are the outcomes? That’s the question we seek to answer with campaign monitoring and evaluation.
Curated Video
Marketing Mix: Crafting a Message - What is Promotion?
In our video on Marketing Mix, one of the 4 Ps was Promotion. Let's talk about crafting a message.
Curated Video
Hackman and Oldham: Job Characteristics Model of Motivation
How do the characteristics of the task at hand affect motivation? This is the question that Hackman and Oldham tackle in their Job Characteristics model of motivation. In this video, we look at the three factors that contribute to the...
Curated Video
What is Market Segmentation?
Every buyer is unique. But, in most industries, it is impossible to target marketing at individuals. So, instead, we identify broad classes of buyers who share within the class a set of needs and buying preferences. Identifying those...
Curated Video
Marketing Mix: Price and Pricing Strategy
In our video on Marketing Mix, one of the 4 Ps was Price. So, let's look at pricing strategy.
Curated Video
Marketing Mix: Place and Distribution Channels
In our video on Marketing Mix, one of the 4 Ps was Place.
Curated Video
Marketing Mix: The Fifth P - What is Positioning?
In our video on Marketing Mix, I identified Positioning as, perhaps, the most important of Jerome McCarthy’s omissions from his original 4 Ps of Product, place, Price, and Promotion.
Curated Video
What is Remarketing? (or Retargeting)
Have you ever been wandering about the internet and been surprised to find adverts for products you recently looked at? If you have, welcome to remarketing. Maybe you looked at an online product and then, later that day, saw a discount...
Curated Video
What is a USP? A Unique Selling Proposition
Rosser Reeves was an advertising executive who believed that an advertisement or commercial should show off the value of a product, not the cleverness of the ad’s copywriter. He crafted his ads around what he called the Unique Selling...
Curated Video
The Creative Process: Developing, Writing, and Producing an Advert
Developing, Writing, and Producing an Advertisement involves a large creative team of creative thinkers, copywriters, designers, producers, editors, and many more. What are the main steps in the creative process?
Curated Video
Estée Lauder: The Mother of Modern Marketing
Estee Lauder became interested in the beauty products business as a child. But, it was her marketing strategies that single out her genius. The things she did in the late 1940s still seem fresh and modern. That’s why I call her the...
Curated Video
Philip Kotler: The Father of Modern Marketing
People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague...
Curated Video
Seth Godin: Powerhouse of Marketing Ideas
The internet has changed marketing and advertising. There are new rules, new tools, and new gurus. One of the first to see this coming, and craft new strategy and tactics, was Seth Godin. I describe Godin as a Powerhouse of Ideas....
Curated Video
The Sales Process - a Summary of the 9 Step Selling Process
For some people, the idea of selling is scary, off-putting, even alarming. But, as a manager, you may sometimes be called upon to sell or help sell your organization’s products or services. But don’t worry. There is a straightforward...
Curated Video
Pre-Sales Activities [Sales Process Part 2 of 9]
You have prospects, but it would be foolish to dive in and try to sell to them immediately. You need to prepare, and this is where the three pre-sales activities come in.