Align To Accelerate Sales Performance

Align To Accelerate Sales Performance

Just as alignment is key to your automobile running efficiently and not wearing down the tires, alignment of your management team is also key. Unfortunately, it is also rare. Such misalignment results in silos, miscommunication, misunderstanding and unempowered employees. So how do you ensure your management team is in alignment? Ask them each ...

Tom Smith

Tom Smith

Using Consumer Insights to Accelerate Sales of Insurance

This is a "real life" example of obtaining consumer insights from insurance agents -- the sales channel. The depth of the insights obtained by the one-on-one interviews is incredible, especially when compared to the depth of the insights from the on-line survey that was fielded to give all of the agents an opportunity to provide feedback on the ...

Tom Smith

Tom Smith

Consumer Insights From Insurance Customers

This is a prime example where the "nay sayers" in a focus group can drown out some very powerful and emotional stories. If we had simply listened to the groups as a whole, we would have never obtained the in depth insights that drove the successful campaign. Our client had built significant negative equity with consumers by attempting to convert ...

Tom Smith

Tom Smith

Consumer Insights From Doctors Accelerate Sales

This is one of several "real life" examples of how consumer insights accelerate sales by getting insights that you cannot get with analytics. The depth of discussion and the ability to ask follow-up questions would not have been possible if this had simply been an online survey. Typically when I mention consumer insights, people think of end-user ...

Tom Smith

Tom Smith

7 Ways to Leverage Your Best Customers to Accelerate Sales

Do you know who your best customers are? Not the ones who spend the most. Not the ones who visit you most often. The ones that tell others about your products and services. The ones that rave about you on Facebook. You have prospects, customers, satisfied customers and "raving fans" or advocates. Your raving fans are your most valuable customers. T...

Tom Smith

Tom Smith

Consumer Insights From the Energy Industry Accelerate Sales

By having one-on-one interviews with client management and customers, we learned just how complex the deregulation issues in the energy industry were and how low awareness and knowledge was among customers. Telephone interviews affirmed our findings and allowed us to pursue a segmentation strategy based on industry, energy use and potential savin...

Tom Smith

Tom Smith

Consumer Insights Accelerate Sales in Industrial Paper

This is my favorite, "real life" example of consumer insights "saving the day" in a way that analytics never would uncover. Our client was successfully selling a paper wipe to the do-it-yourself (DIY) segment of the home improvement industry. Given the success among DIYers, our client wanted to market their paper wipe to the industrial segment as w...

Tom Smith

Tom Smith

Empower Employees to Accelerate Sales

I just ran across notes I took from a webinar where David Leinconi was talking about his new book 5 Elements of a Dysfuntional Team. Given all I read about the percentage of engaged employees (29%), not fully engaged (45%) and actively disengaged (26%), I believe we as business owners, leaders and managers need to address this discrepancy to improv...

Tom Smith

Tom Smith

Are You Getting Insights From Analytics?

I was surprised at the findings revealed by Dr. Christine Moorman, director of The CMO Survey. The results of the most recent survey showed a decline in the number of projects in which companies use marketing analytics that are available and/or requested. According to CMOs surveyed, they report a 30% usage rate. This number is down from 37% a year...

Tom Smith

Tom Smith

Think Twice Before Cutting Prices to Accelerate Sales

It is unwise to pay too much, but it’s worse to pay too little. When you pay too much, you lose a little money. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot -- it can’t be ...

Tom Smith

Tom Smith