Marketing

Why Discounts Often Fail to Lure Buyers

Price is a significant but not the most important factor in a buying decision. Discounting in and of itself can strip a product of its value. Here’s what happened when I opened my mailbox to a slew of direct mailers offering major discounts.

If you’re not helping you’re hindering

It occurred to me today that a company running poor ads that push an uninspiring or off-target message in an amateurish or clichéd design style is actively hindering its own marketing efforts, just like at summer camp when my counselor explained that if you’re not helping to paddle the canoe then you’re hindering.

How I became a sales lead: tracking the intangible

After what I thought was a harmless “What if this room was bigger?” conversation, we had suddenly become hot prospects for a log home company. Like many such prospects, we searched the Web under “log home manufacturer new jersey” and found a handful of directories and pay-per-click ads. Some of the company Web sites instilled confidence and we left messages or emailed for details. We left other Web sites without contacting them at all.

Do their marketing people know their online advertising attracted a hot sales lead? Probably not. Do they know their Web sites failed to advance a qualified lead towards the sale? Probably not. Here’s how an example of how a prospect becomes a lead and, ultimately, a sale.

Aggressive sales team reap greatest rewards of advertising, publicity

When your marketing and public relations programs bring in qualified leads on a daily basis, it’s easy for some sales people to rely on this treasure trove of ready-to-close leads and become passive towards prospecting for new business. As they devote their efforts to lead response and proposal development, sales meetings and follow-through, they close one sale after another – and another – and everyone cheers the sales reports. Could there really be anything wrong with this scenario?