Comments on: 5 steps you need to take NOW to maintain your edge

By: Dennis

Dennis — Wed, 10 Feb 2010 19:23:13 +0000

I think the article is a good start, there is some general advice that pertains to all businesses but depending on the industry that you work in, some of this doesn’t really hold true.

I would suggest implementing a Marketing Automation Software solution (MAS) to help manage and control lead nurturing and drip marketing so that prospects, users, partners and associates are in tune with the right message at the right time on a regular basis to create “top of mind” awareness. An MAS can help you create nurture tracks that identify unique “personas” within each industry that should be receiving targeted and meaningful messaging.

Lynn, I think you’re way off base on #5. Don’t think as a consumer, think as a buyer. Most buyers who are involved in a “complex sale” will research relentlessly about the available solutions, often times giving their name and other critical information to a vendor for insights and suggestions on how to address their problem. For example, when I implemented a “lead capture” form on my company’s website, I went from virtually 0 prospects gathered from the web to 500+ in 9 months by offering a 3 min. flash demo of our company and product. I was able to obtain name, company, email, state, decision making capability, budget, time to purchase and other critical data that helped me understand who I was working with. My sales cycle is 6 to 12 months, these prospects aren’t ready to buy, they’re ready to research, and over time you can understand buyer behavior and interests to strategically and tactically alter your marketing plan.

- Dennis

By: Mike Anderson

Mike Anderson — Wed, 10 Feb 2010 15:34:08 +0000

This article has good ideas however; it is void of what we consider the most important of all opportunities, your existing data base as referrals. If we have learned anything in this down turn, it is the value of a loyal client. Contact these high value resources and ask for referrals. Offer a stipend or service option to them for their confidence in your company.

By: Lynn Wilhelm

Lynn Wilhelm — Fri, 05 Feb 2010 13:37:44 +0000

I think #5 is crazy. Think as a consumer and you’ll agree.

When I’m doing research, I prefer to do so without a sales pitch. Asking visitors to register to view content on a website is a sure way to drive people away from your site. There’s too much free info on the web–with no registration required.

One thing that might be good is to have a live chat option through which salespeople could ask site visitors if they’d like assistance or have questions. Just like in a brick and mortar store, the question can be answered and salesperson fade into the background if needed. I found this helpful when I was shopping Verizon for a new phone. I don’t recall having to click anywhere specific to get that live chat.
Found another site BlueHost (web hosting) had a live chat option for questions. Very nice.
Lynn