Tag: Search
Relationships Trump Google
Search is one of the most immersive Internet tools in our lives. Have a question, Google it. It’s what we do. The impact of Google hit home for me this week as I evaluated a series of student presentations at Ryerson University. During one of the talks the speaker asked the class, “How much money … Continued
The Customer Short List: Are You Even Being Considered?
Your customers don’t make rational buying decisions. Actually, nobody does. We do the best we can with the information we have. Even with critical purchase decisions we still make compromises. It’s because we’re human. Our brains just don’t have the memory capacity or computational ability to evaluate all the relevant information in an industry to … Continued
Build a Timeless Brand
It’s easy to get caught up in the latest shiny objects. Right now Google+ is all the rage. A year ago the conversation focused on QR Codes and Twitter. And before that we were talking about MySpace. We are living in an exciting time. It’s never before been easier to engage our customers. Google makes … Continued
93% of B2B Purchases Start With Search
According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” That’s an astonishing statistic. Especially when you consider Google was only launched in 2000. Buyer behavior has changed. In the 80’s and 90’s, B2B buyers started their purchasing process with their networks. They spoke with friends and colleagues, and asked for … Continued
Google Dictates Web Design
We all play by the rules; Google’s rules. Scan the web, and you will see website-after-website conforming to the rules. As search has grown in relevance, companies are doing everything in their power to rank high in Google. According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” No wonder everyone … Continued
Be an Orange Tree in an Evergreen Forest
What makes your business unique? What do you do differently? Why should I choose you? These are the questions your customers are wrestling with. They need your help. Spend a few minutes on Google, and you can find virtually anything. We live in a golden age of choice. The problem is everyone looks the same. … Continued
It’s Time To Rethink Sales. Your Buyers are in Control.
Sales hasn’t changed all that much in the past century. NCR created the first sales training program in 1894. It taught salesman how to prospect, present products, handle objections and close deals. The process has been refined over the years, but the core principles have remained. The sales process worked really, really well for over … Continued
Brand Differentiation Starts with Simple Clarity
What do you do? In very simple terms tell me who you are and what you do. It’s amazing to hear how few companies can clearly explain what business they are in. Rather than coming out and simply stating, “I do this …,” they pontificate and use puffy language, benefit statements and other phrases to … Continued