Consumer Insights From the Energy Industry Accelerate Sales

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 Sale of Golf Club

This is another "real life" example of insights accelerating sales; however, it was somewhat indirect. This is the third gated golf community for which I worked, but the first for which I did any formal qualitative research. By having in-depth one-on-one interviews with the members, I was able to really get a feel for their emotional attachment t...

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

15 Questions for Channel Partners to Accelerate Sales

Following are 15 questions to consider asking your channel partners in order to get insights that will accelerate sales. Keep in mind a broad definition of channel partners. These may be your employees, your ultimate channel partners, your sales force, distributors or manfuacturers' reps who sell several products or services. Questions should b...

Tom Smith

Tom Smith

Conversations Generate More Insights Than Surveys

Vovici recently posted a blog entitled "58% of Respondents Don't Like Surveys" (http://bit.ly/dWhQwz). Vovici fielded the survey and describe themselves as, "the leading provider of intelligent online survey management and feedback solutions." As I've gained more experience garnering insights from different target audiences, I recommend talking t...

Tom Smith

Tom Smith

Case Study: Insights From Sales Can Accelerate Sales Dramatically

The V.P. of sales for Farm Bureau Insurance wanted to know why his 880 agents weren't coming anywhere near meeting their annual sales goals of Blue Cross and Blue Shield (BCBS) health insurance. I interviewed 20 of his agents to understand how they identified leads, scheduled appointments, conducted sales presentations and what they, and their cust...

Tom Smith

Tom Smith

Analytics Needs Customer Feedback Mechanisms

Great article which reinforces what I have been saying about the importance of having a dialogue with your customers rather than relying solely on analytics. Where's Your Skeptic's Hat? Analytics Needs Customer Feedback Mechanisms Monday, February 20, 2012 by Darshan Desai Recently, I came across a very interesting article in New York Times, How C...

Tom Smith

Tom Smith

7 Dimensions for Creating an Emotional Connection with Your Brand

Your brand is the heart and soul of your business. Humans have a hard-wired need to have a relationship with other humans, as well as the functional and fun items and tools we use in our daily lives. Consumers typically have the most powerful connection to their smartphone engaging with it 150 times a day. While we love novelty and change, we also ...

Tom Smith

Tom Smith

8 Reasons to Have Face-To-Face Communication

Face-to-face communications establish more trust than other modes of communication. Face-to-face communication is more likely to be perceived as credible. Face-to-face communications are more productive than other modes of communication. Face-to-face communication is more efficient than other modes, there is less likelihood for misunderstanding or...

Tom Smith

Tom Smith

One-to-One Relationships Generate Consumer Insights

At a speech before the Executives' Club of Chicago, Procter & Gamble CEO Robert McDonald shared how P&G has evolved its marketing in the age of social media. "We discover meaningful insights into what consumers need. We translate those insights into noticeably superior products that are focused on those needs. We communicate that superior...

Tom Smith

Tom Smith