B2B Marketing for Technology and Manufacturing
“If you sell a product … maybe industrial, harsh, even a little ugly, and your newsletters talk about how avant-garde it is and its exceptional performances etc., hoping to make yourself unique in the eyes of your audience, you will go little way ” This is exactly what I said to the owner of a […]
READ MORE »Here we are. Let’s break the silence, avoiding trivialities. We decided to share a video message and the script from Maestro Fabio Sartorelli, teacher of History of Music at Conservatory of Milan, Italy. This video deserves your attention for the depth and confidence it transmits in this dramatic moment. As did the French soldier of […]
READ MORE »“The money is in the list”: is it still true, or is this email marketing credo obsolete? A few years ago, marketers used to say “the money is in the list”. Others, more sophisticated, used to say “the money is in the RELATIONSHIP with the list”. Today, frequent socialmediars believe that “the money is in […]
READ MORE »Don’t know how to create a unique positioning for your product or service? Do you think that there’s nothing special or different to say about it? Watch this brilliant video, recorded 10 years ago when we were just inebriated by the new tablets. You can find the transcript in English at the end of this […]
READ MORE »Fire that bad client. Firing bad clients is a healthy habit. It declutters your mind and strengthens your energy. But a tough question to ask is: “Can you AFFORD to fire that client?” The solution to answer a sounding YES is having a client acquisition system that generates predictably and sustainably new qualified clients matching […]
READ MORE »What is missing in this picture? I titled this article “The hidden cost of doing nothing”, but it’s misleading. Because there is a third element that is missing in the story I’m going to tell you. Follow me. One of the worse prospects we can meet is the one that says: – “No thanks… price […]
READ MORE »Imagine going back to high school. You are in full hormonal storm. Your obsession is to go out with so many girls, in search of the true soul mate. What are you doing? Even if you’re shy, you still try to create your style, your unique image, a character, in short, you become “a type”. […]
READ MORE »Your browser does not support the video tag. All customers position you in a slot in their minds. There are two types of positioning: active and passive. ACTIVE means that the position you want to occupy in your customers’ minds must pre-determined in YOUR mind. YOUR mind comes first. You should have a very clear […]
READ MORE »Do you love Nutella? Here’s why you should. Michele Ferrero was the man who invented Nutella. Already for this alone, the whole world should be grateful to him. A burst of serotonin at a time, one pimple at a time, Nutella has been so successful as to make Ferrero one of the 50 richest men […]
READ MORE »Years ago I met a salesman, the classic old-fashioned sales rep. Mr. Dore was very willing to talk, explain and argue about his product. Diligent and pragmatic, he answered all questions from the customers, even the most difficult or technical ones. He used to invest a lot of time in pre-sales, but then, at a […]
READ MORE »Features bring objections. Benefits bring transformation. The biggest cause of customer’ objections is your own message. Yes: your own message, delivered through any media and channel, can be the worst enemy of your marketing and sales efforts. We mean product literature, presentation slides, webinars, website pages, sales letters, sales calls, post on social media, whatever… […]
READ MORE »When I hear people objecting for the price of a product, I cannot avoid recalling a documentary I watched some years ago on TV. A Spanish shepherd was asked by the interviewer why his cheese was so expensive. He quietly replied: “My cheese is not expensive… it’s costly”. Period. He then continued explaining that the […]
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