When the brain inside the customer’s head meets a new salesperson or a stranger, for the first time, the more primitive region in the brain is in a minor form of threat response. Simon Hazeldinew explains techniques to put your customer’s mind at ease.
How do you demonstrate your expertise?
There has been more original content uploaded to YouTube in the last 48 hours than the top four American TV channels have aired since the 1930s – but are you using it to its fullest potential? Warren Cass discusses the many rich tools at the marketer’s disposal to demonstrate expertise.
Why do sales and marketing need to work together?
One of the big challenges in B2B organisations today is the blurring of lines between sales and marketing. In this lesson, Simon Hall explains that, in the first instance, everyone has to accept that the buyer’s behaviour has changed.
Measuring the marketing process and results
How do you measure the success of your marketing process? In this lesson, Bryony Thomas – a consultant and trainer in marketing transformation programmes – discusses the three things that need to come together in order to make marketing measurement meaningful.
Drayton Bird on working with David Ogilvy
Drayton Bird had the privilege of working with many giants in advertising. In this lesson, advertising legend, Drayton Bird, reminisces on working with David Ogilvy and other greats.
The importance of a digital strategy
To build a successful website, surely everyone needs a digital strategy plan?. In this lesson, Dave Chaffey, explains that obvious as it may seem, not everyone has one.
What is the innovation S curve?
Today, it’s a challenge to keep abreast of new product developments. In this lesson, Costas Papaikonomou, co-founder of Happen.com, and author of ‘Thoughts from a Grumpy Innovator’ discusses with Grant Leboff how a company can keep up to date with the marketplace and maintain a competitive advantage.
How do I create the right messages?
In this lesson, Shirra Smilansky explains how to create the right message and prevent it from getting lost somewhere along the way…
What is the Dice Matrix model?
Based on her book ‘Mind the Gap’, the Dice Matrix business model was developed by Susannah Schofield, who is an industry expert in Strategic selling through fact based business modelling. In this, the last lesson in the series, Susannah discusses the lessons she learned from 20 years with the Royal Mail and how the Dice Matrix model works in practice.
Setting goals
Goal setting is not necessarily an easy task. In this lesson, Professor Damian Hughes describes how Sir Alex Ferguson achieved his goals by focusing on what was in his control.
