10 Ways to Build an Honest Brand to Accelerate Sales

10 Ways to Build an Honest Brand to Accelerate Sales

Customer trust in businesses is languishing to non-existent. Trust is essential for customer loyalty and profitability Customers want to know they are dealing with a reputable company, one that won’t take advantage of them: Amazon lets you know you’re about to buy a book that you bought just three months before and reminds you of that purchase...

Tom Smith

Tom Smith

16 Ways to Demonstrate Integrity

Thanks to my good friend, Dr. Ralph James, the author of The Integrity Chain, for his thoughts on integrity and how integrity leads to trust, which leads to repeat business which leads to profitability. While Ralph wrote this book for the construction industry, the principles apply to anyone in business. The following suggestions are his suggesti...

Tom Smith

Tom Smith

#CXO: How To Increase Your Marketing Budget by 10%, or More

A friend of mine recently completed a two-month stint as a director at a major, $50MM+, advertising agency. I was surprised when she told me the agency did not subscribe to critical third-party resources, or complete post-buy analysis, to ensure the client was getting the best media for their money, or even getting the media they thought they were ...

Tom Smith

Tom Smith

85% of People Want to Manage Their Finances in One Place

Will your financial institution be that place? Be easy to do business with. Engage with customers on an emotional level. Even customers of financial instituions buy with their emotional mind versus their rational mind. People don't like it when you make them use their brain. If you're just differentiating with rates, you're not differentiating. ...

Tom Smith

Tom Smith

9 Rules for Building Trust to Accelerate Sales

I've written numerous posts on The Integrity Chain and how integrity leads to trust which leads to repeat business which leads to profits. Here are nine rules, from Jerry Acuff, author of The Relationship Edge: The Key to Strategic Influence and Selling Success. 1. Be yourself. Everybody on the planet has had unpleasant experiences with salespeopl...

Tom Smith

Tom Smith

Serve First To Accelerate Sales

People buy from those they know like and trust. So how do you build trust? Provide information of value without asking for anything in return. Become a trusted resource and establish yourself, or your firm, as a thought-leader by sharing your knowledge. The best way to motivate people is to serve them well -- this includes employees, as well a...

Tom Smith

Tom Smith

Authenticity and Your Brand

Insightful interview by Elisabeth Sullivan of Marketing News with Lisa Macpherson, Hallmark's senior vice president of marketing. Lisa believes the best emotional relationships are based on empathy and authenticity. Empathy is a function of having an intimate understanding of your customers and their needs. I know from experience that you're only a...

Tom Smith

Tom Smith

Engage to Have Customers For Life

Businesses who don't listen to, or create a dialog with, their customers are missing the opportunity to have a "customer for life." This is the essence of what I've been discussing on this blog and is the synopsis of Brian Solis' book, "Engage: The Complete Guide for Brands and Businesses to Build, Cultivate and Measure Success in the New Web." Wh...

Tom Smith

Tom Smith

Cultivating Happy Customers For Life

Great webinar by Mark Kilens (@markkilens) leader of HubSpot Academy. It's everyone's job to delight customers. Loyal customers are worth at least 10 times more their first purchase. In the case of Chipotle, I'm worth 10,000 times. Forty-eight percent of customers who had a negative experience will tell 10, or more people about it. Customer percept...

Tom Smith

Tom Smith

Face-To-Face Communications Empowers Employees and Accelerates Sales

I recently read an article by Cathy-Anne O'Brien in the Communications World Bulletin entitled "Losing Face Time? Recapture That Human Connection." We all know face-to-face communications are optimal. E-mail communications lack personality and emotion. Phone conversations add tone and emotion but you are still not able to see the person's expressio...

Tom Smith

Tom Smith