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21 Jul 16:28

Is it important if Trump (and other political aspirants) have never cracked a book?

by Douglas Quan

Presidential contender Donald Trump recently disclosed he hasn’t read a single biography of a U.S. president. Doesn’t have the time, he told the Washington Post.

Tony Schwartz, co-author of Trump’s best-selling memoir, The Art of the Deal, went so far as to suggest Trump likely hadn’t read an entire book in his adult life.

“That’s why he so prefers TV as his first news source — information comes in easily digestible sound bites,” he told the New Yorker.

The revelation raises a provocative question: how important is it that our leaders (or wannabe leaders) be well read, not only on policy matters but in literature, history and the sciences?

Historians who have studied Canadian prime ministers say those who consistently rank favourably in surveys — John A. Macdonald, Wilfrid Laurier, Pierre Trudeau — all devoured books.

“It allows them to become better communicators.  They can draw upon a reserve of quotation, insight, and experience beyond their own personal lives,” said John English, director of the Bill Graham Centre for Contemporary International History at the University of Toronto. “It allows them to know ‘the other,’ which is an essential quality of an effective politician.”

Arthur Milnes, a former speechwriter for Stephen Harper and author of a soon-to-be-released book on Laurier’s speeches, says while he would not go so far as to say being bookish is a prerequisite for being an effective leader — Ronald Reagan was no scholar but is still considered one of the greats, he notes — intellectual curiosity does make a person become more open to ideas.

It’s unfathomable that Trump hasn’t picked up a presidential biography, Milnes said.

“You have to know the hopes, the aspirations, the fears, the failures and the history of those who’ve gone into the Oval Office before you. If you claim to have no interest in that, why would you (run for office?),” he said, noting that Harper took history seriously and enjoyed reading biographies.

Trump told the Washington Post he relies on common sense and his business acumen to make decisions. He also said he was skeptical of experts because ”they can’t see the forest for the trees.”

David Greenberg, a Rutgers University historian quoted in the story, cautioned against dismissing leaders who don’t relish reading. “We’ve had good presidents of both styles,” he said.

You have to know the hopes, the aspirations, the fears, the failures and the history of those who’ve gone into the Oval Office before you

The same article noted that critics of President Barack Obama, who is reputed to be an avid reader, complain he is prone to indecision and “dithering.”

But for Trump to say he makes decisions based on instinct troubles Robert Bothwell, a history professor at the University of Toronto.

“Briefing books are no joke,” he said. “There’s an awful lot of study that is expected to go into the job. … My impression of Trump is that, in a curious way, he doesn’t know the meaning of hard work; it’s all impulse.”

Reading, he added, allows you to appreciate the complexity of a problem and see that “an easy, simple, demagogic solution is not possible.”

Consensus among historians is that Canada’s prime ministers have generally been well read — or at least quick studies.

Laurier, a highly skilled orator, quoted from ancient Greek and Roman history and mythology, as well as poetry.

So voracious was his appetite for reading that he was criticized early in his tenure for seemingly spending more time in the parliamentary library than attending to duties in the House, said Chris Pennington, a manuscript editor for the Dictionary of Canadian Biography.

Largely self-educated, Robert Borden, known for his role in championing greater autonomy for Canada, is said to have pored over the text of Oppenheim’s International Law during the post-World War I period. He also lost himself in classical poetry and literature.

In 1936, Arthur Meighen famously delivered a tribute to William Shakespeare — the “greatest Englishman of history” — before the Canadian Club of Toronto.

Joe Raedle/Getty Images
Joe Raedle/Getty Images

Mackenzie King had a steady reading diet consisting of religious literature, Bible exegeses, as well as contemporary works on political economy. He was also up on his Freud.

Harper, who wrote a book on the history of professional hockey while he was prime minister, was known to thoroughly read his briefing binders at night.

“The next day, he might challenge the author on some minor point in the middle of a 200-page brief,” said Stephen Azzi, a Carleton University expert on prime ministerial leadership. 

Justin Trudeau’s office declined this week to share details of his reading habits. But in his 2014 autobiography, Common Ground, he writes how his father, Pierre Trudeau, regarded as a serious political thinker and theorist and someone who fancied classic literature, would make his children memorize verses from Jean Racine’s five-act tragedy Phedre and Shakespeare’s The Tempest.

Even today, the younger Trudeau writes, he’ll try to make time for a novel or two each month. “Facts may fuel a leader’s intellect. But literature fuels the soul.”

The need for leaders to read is a belief shared by many in the corporate world. A 2012 column in the Harvard Business Review made the case that “deep, broad reading habits are often a defining characteristic of our greatest leaders and can catalyze insight, innovation, empathy and personal effectiveness.”

The column noted Apple co-founder Steve Jobs’ affinity for the works of Romantic-period poet William Blake and Nike founder Phil Knight’s reverence for his library was such that “in it you have to take off your shoes and bow.”

Sandy Treagus, chief financial officer at Mountain Equipment Co-op and a fan of historical fiction (he is currently reading Lawrence Hill’s Book of Negroes), said reading has expanded his vocabulary and enhanced his ability to use turns of phrase in humorous or inspiring ways.

“So much of effective leadership comes down to the ability to communicate, to be able to inspire through storytelling,” he said.

Jim Gabel, president and CEO of Roots Canada, said he devotes an hour every morning to reading news and business websites. This allows him to have a “richer conversation” with his colleagues.

Whenever he mentors young people, one of the first things he’ll ask is what they’re reading, he said. If he senses they’re not reading, he’ll tell them to expect to be asked at the next meeting what’s on the cover of Businessweek and what are the top three business issues.

“They then start understanding why it’s important for them to be well read,” he said.

21 Jul 16:25

How Retail Brands Can Stand Out in the Inbox

by Marina Hoffmeier

It’s a dog-eat-dog world out there.

Many retail brands are trying to make a name for themselves, but are falling short on one key thing: email marketing.

We partnered with MailCharts to challenge retailers to step up their game with quality content. (After all, their crew helps big-name clients like Nordstrom and Everlane send better emails too.)

Of everything we discussed, one thing is for sure: Content sells. In order to make significant sales, you have to make significant changes to your content strategy.

Don’t be the underdog. Follow these tips from the pros to start converting subscribers into loyal customers:

Why retailers need email marketing

Question: What’s a better way of sending newsletters and promotional material to subscribers than through their inbox?

Answer: It’s a trick question! There is none. 😎

All kidding aside, email is a great way to capture your audience’s attention in a way that produces a high return on investment (ROI). Eighty-nine percent of marketers claim that email is their primary source for lead generation. They can’t all be wrong!

Creative content is compelling content

Go beyond your comfort zone and typical sales lingo. Thinking outside of the box will give you an advantage in the industry. Don’t be afraid to get creative and be different. That’s what helps your brand stand out!

Data is a powerful tool. Use it.

If you want to know what your audience gravitates towards, sometimes you have to look at metrics. Data doesn’t lie!

While your gut might tell you one thing, your subscribers may feel differently. Keep checking and making changes to figure out how to get the results you want.

How much email is too much?

The truth is, there’s no solid answer to how often you should email your subscribers.

It all comes down to your subscribers preferences, and the expectations you set for them when you first asked them to sign up to your list.

If your subscribers want more emails, then give it to them. If your stats show you’re losing subscribers then you may want to dial it back a bit or rethink your content strategy. What works for one brand might not work for you. Keep testing!

Design hacks for starting your revolution

Content is key but visuals are the bridge to success. It takes interaction with your customers to another level.

To avoid boring your readers, take advantage of some of the innovative and fun advancements in email design to really delight your subscribers.

Get ahead of the competition

“My mom told me I’m a winner.” That mentality can be great for personal motivation, but sometimes it isn’t quite enough in the business world.

It takes work to stand out from your competition. Focus on your own audience, goals and achievements in order to make iterations that improve your current strategy.

Keep your eyes peeled on what’s trending

Staying on top of trends can keep you on top and even spark new ideas of your own. Knowing what works well in the market means money in your pocket.

Keep an eye out at what your competitors are doing (even in other industries) to see what’s popular among consumers.

Thought this chat was cool, huh?

Be sure to follow us on Twitter @AWeber to stay up-to-date with all of the latest news, updates and info.

And of course, join us for next week’s Twitter chat (Thursday, July 28 at 12pm ET) as we partner with Really Good Emails on – you guessed it – ”Really Good Email Campaigns.”

See you then!

21 Jul 16:22

7 Reasons Your Email Marketing Campaigns Are Sinking

by Paige Weiners

Like most digital marketing tactics, crafting email marketing campaigns take time and effort. Allocating resources to an initiative, only to have it not perform well can be disappointing and frustrating. Making simple mistakes in terms of design, layout, or even the process behind dissemination can be costly and lead to many missed opportunities to convert new users and generate sales. Whether its poor open-rates or below average click-through-rates, an email that doesn’t drive results can be a waste of time.

That being said, email marketing holds a wealth of potential for brands that do it correctly. Across all industries, time and time again, email marketing provides some of the best value in terms of engaging and attracting customers. If you want to stay top of mind with your customers, what better way than to pop up in their inbox?

At the end of the day, if the results of your email marketing are leaving much to be desired, you may want to review the list below to see if any of these common shortcomings hit a little too close to home. By readdressing the strategy behind an email campaign and taking the time to optimize your email for success, these pitfalls can be easily avoided.

  1. Weak Subject Lines

First impressions matter. The subject line you serve your email recipients with is your first (and sometimes only) chance to capture interest. Subject lines that lack any sort of compelling language don’t entice users to open the email and will often result in a user clicking “delete.” Successful subject lines give the user a sneak-peak at what to expect inside the email without giving away all the details so that the user has to open it to learn more. To encourage opens, sometimes brands make the mistake of crafting a completely “outside the box” subject line to drive clicks, but in reality, the copy has nothing to do with the message in the email. Misleading users to open an email with an outlandish and irrelevant subject line is not the right way to attract users.

  1. Poor Timing

Whether you use MailChimp, Constant Contact, or any other email platform, take a look at your analytics to determine any behavioral trends amongst your users. Sometimes campaigns don’t perform well simply because they’re being sent out at a time when users aren’t able to pay close attention to their mailboxes or the content inside them. Pay attention to what time of day has historically resulted in the best performance for previous emails and use that as a precedent for when you should be sending your emails moving forward.

  1. Sending Too Often

Bombarding users with too many emails is simply annoying and intrusive. Most customers are already facing a cluttered inbox on a regular basis, receiving promotional mail from dozens and dozens of organizations trying to sell something each day. If you are sending emails too frequently, you’re losing value because the messages don’t seem as important as the ones sent selectively and thus less frequently from other brands. A good rule of thumb is to stick to once a week unless a user has specifically noted in a sign-up field that they wish to receive emails more than that.

  1. Irrelevant Content

Whatever it may be that your emails are promoting, if you’re not sending users to a page on your site that reflects that initiative, you’re providing a poor user-experience. If you’re advertising a certain product, such as a women’s purse or a women’s sandal, when users click through to your website, they should be directed to a page that houses those products—not a generic page that leaves them responsible for finding the product. If you captured their interest enough to make them click through, you should be showing them more about whatever the initial spark was.

  1. Rendering Problems

It’s no surprise that mobile devices are being utilized more and more as a users’ primary device. In general as users (myself included), we’re attached to our smart phones. It goes without saying that most customers are first checking their emails while they’re on-the-go and subsequently on their smartphone, so if you’re emails aren’t rendering appropriately on a mobile device, you’re out of luck. Hardly any customers are going to open an email on their phone, find that it didn’t appear right, and then make a note to go back and open it later from their desktop. It’s asking way too much of the user and isn’t realistic. To ensure that your emails are rendering well across all platforms and devices, you need a responsive design.

  1. No Clear CTA

What’s the objective of your email? Is it to make users request a quote? Book an appointment? Buy now? Whatever you’re trying to get customers to accomplish with your email campaign, you should make it clear and easy to do so. Without a strong call-to-action (CTA) button in your email, users don’t necessarily know what next step they should take. If you have a CTA that is vibrant and prominently displayed in the email, it sets the expectation for what they need to click on in order to move forward.

  1. Failure to Test

Test every element of your email, and then test it again. Too often brands miss typos, broken links, and other oversights that could have easily been prevented had they been given a second or third glance. To this day, I remember receiving an email from a popular clothing retailer with the “TEST” in the subject line. While this is a simple mistake, I haven’t forgotten about it, and certainly didn’t make a purchase upon opening it like the marketers at that organization had hoped I would. Double check your copy, click on all links, and make sure that you’ve tested how the email appears on multiple devices and email servers—sometimes a message will appear perfectly fine on Gmail, but come across broken on Outlook.

Avoiding Mistakes, Building Success

While all of these elements will not necessarily destroy all marketing efforts your brand implements on their own, when coupled with one another and when they occur frequently, your brand doesn’t appear credible. It’s quite likely that you put a lot of effort into your email campaigns, and you want open-rates and click-through-rates that reflect that, but these seemingly trivial mistakes can hurt those KPIs each and every time they occur.

21 Jul 16:22

How to Completely Mismanage Millennials

by Bill Faeth

Ah, Millennials: the generation that has received more press than any other in the past few years. They’re perpetual job-hoppers, they’re entitled, they’re not driven, they don’t have real goals, they’re lazy. One big Millennials headline that we’ve left out? They’re hard to manage.

It may be true that some Millennials require different management techniques than other age-groups. But just because they have a different way of working doesn’t make them hard to manage. You may just have to take the time to understand them.

Check out our list of ways to mismanage millennials, written by (surprise, surprise) a millennial:

1. Don’t give them opportunities to learn

One of the number one qualities millennials look for in a new employer? Opportunities to grow.

Some millennials are coming into the work force right out of college, but weren’t necessarily taught everything they needed to know about life. They especially weren’t taught everything about the professional fields they’re entering.

Giving millennials, even those above entry-level, chances to develop their knowledge and skills continually, will benefit both you and your team.

When your employees are constantly learning, they can be better at their jobs, and make more informed decisions, which in turn benefits your business.

Those who complain that millennials are fickle and don’t stay at jobs long enough are probably not offering enough growth momentum and a future that their young employees can believe in.

2. Don’t give them opportunities to branch out of their usual duties

Often the expectations and parameters of a specific role are set and outlined before the job even begins.

But that doesn’t mean a millennial doesn’t want the opportunity to try their hand at cross-departmental tasks, or take on a pet project of their own.

A new hire who comes in for a sales job or operations may have a hidden passion for writing and can help contribute to the company blog. Or maybe your new account executive has an interest in the environment and can lead the charge on making your office more green.

These days, limiting your employees to the confines of their specific role can lead to missed opportunities: missed opportunities to find the strong suits each of your team members has that can make your working environment fun, inclusive, and dynamic.

Additionally, cross training opportunities between departments can help you to create well-rounded employees who can contribute on multiple levels to your business.

Especially if you run a small business, finding and hiring millennials who can become jack-of-all-trades will help you immensely when there is a pressing issue and it’s all hands on deck to navigate a solution.

3. Assume they have nothing better to do than spend 80 hours a week doing menial tasks

Don’t want your company to be a revolving door of young 20-somethings who seem to leave as soon as they start?

Then be a company that values each and every employee, entry-level employees included.

We talked recently about how top talent wants to work with other top talent. To attract top talent you have to give responsibility and fulfillment to your workers, at least some of the time.

When you treat millennials as dispensable, or give them all the menial tedious tasks, they’ll get the hint and quickly begin the hunt for more meaningful work.

Recent studies have also shown that millennials are caring increasingly about work-life balance.

Blame it on all those Instagram inspirational quotes about travel and freedom, but the newest additions to this country’s work force want to work to live, not live to work.

If your expectations are that your young team is young, and therefore have the time and energy to slave away for you, you couldn’t be more wrong.

If you absolutely need people who are willing to put in overtime, make sure they can see what they will be getting in return.

4. Only delegate to them

Millennials can take direction, sure.

But in order to see them reach their full potential, it’s a mistake to simply delegate tasks to them instead of asking them for input or allowing them to take part in the whole process.

Hand-holding on the job is what plagues companies with inefficiency and overlapping duties leading to redundancy.

By letting millennial employees take decisions on their own, or operate with minimal oversight, you can create strong colleagues who you can trust, and who take pride in their work.

Of course, initially, there may be some sink or swim moments. But by teaching millennials that failure isn’t necessarily bad, they will continue to take risks, learn along the way, and potentially come up with some great ideas from their unique perspectives.

We also wrote recently about how trust is so important in top-down corporate structures.

If you want to be seen as a leader, and not just a manager, trust that you are setting up your millennial employees for success by giving them the tools they need to do their jobs well.

5. Assume they are entitled/lazy/(insert stereotype here)

Millennials sometimes get a bad rap.

We’ve all seen the open letters penned by self-righteous millennials who whine to the CEO of their company about pay and hours.

But these people are the exception, not the rule. Remember that the current millennial generation is the most highly-educated generation in history.

They were told that if they went to good schools and graduated with good degrees, they’d be guaranteed good jobs. But the market became oversaturated, and many Millennials find its much harder to find a good-paying job than what they were led to believe.

It’s not a sense of entitlement that most of them hold, it’s a feeling of being tricked. Because of this, most of them are willing to go above and beyond to secure a job and excel at it.

Lumping any group of people together under an umbrella of stereotypes is unfair.

Millennials are no different.

Treat them as if they’re different from anyone else

Ultimately, the biggest mistake you can make when managing millennials is to assume they need to be managed or treated differently from anyone else!

It’s not just millennials who want learning opportunities, unique responsibilities, a work-life balance, self-direction, and the benefit of the doubt. We would argue pretty much all members of the workforce want these things; it just might be that millennials are the most vocal about it.

The US job market is undergoing a transformative period. With more jobs and companies being digitized, and with company culture shedding the rigid expectations of corporate America, millennials are simply the ushers of the new working culture that affects all of us.

With so many diverse backgrounds, incredibly impressive educations, and unique experiences, millennials are a force to be reckoned with and will continue to be so.

Value their knowledge, listen to their needs, and then do that with all of your employees no matter their level or generation.

21 Jul 16:21

5 reasons why you should have a customer loyalty program

by Expert commentator

Selling to your existing customers is much easier than attracting new ones. So keep them coming back.

Do you want more returning customers? The kind of customers who spend more and visit more often?

Then a loyalty program could be the perfect tool to add to your customer retention arsenal.

Why? You may ask. Let’s start with the most reasonable fact: because it makes you more money. That is, of course, if you do it the right way.

Here’s a quick stat that’s worth remembering: Keeping a current customer costs you 3-10 times less than acquiring a new one, depending on the industry you are in. According to WordStream, small businesses spend between $9,000 and $10,000 trying to attract new customers on Google paid search campaigns in just each month on average. Just image how much more efficient you could be if you could switch that re-activating existing customers and getting repeat business.

So we know re-activating customers is important, but how else should you justify investing in a customer loyalty program?  Here are 5 key reasons:

1. Strengthen a positive customer experience

According to Forbes, 79% of online shoppers will turn to a competitor if they experience poor customer service in the first week. That’s a fast way to lose a customer, right?

At this stage, it’s not just about customer support, it’s also about the way you show your customers that you value them for making a purchase at your store. A loyalty program provides the perfect vehicle to do this. But how?

Let’s take a little detour into the field of social-psychology.

When customers see that they can collect points in exchange for purchases, their first thought is, “Wow, it’s so cool that I get something extra for my money besides the product I purchased!”

This positive experience also invokes a desire to ‘return the favour,’ motivating shoppers to purchase from you again. This social rule is called reciprocity and you can watch this video of Robert Cialdini, a reciprocity expert, for more details on how this phenomenon plays out in the mind.

The power of reciprocity: if a customer receives positive treatment - like loyalty program rewards - they will be more likely to ‘return the favour’ in the form of more visits, purchases or referrals.

2. Show customers that it’s worth it to come back to your store

Remember why your best friend collected stars at Starbucks? Because after every 12th purchase they got a free drink or snack. (Although, if you’ve been following the news lately, then you may know that Starbucks actually changed their reward mechanism in early 2016.)

The point here is that customers are loyal because they want to save money. This is the traditional (spend-a-dollar and earn-a-point) loyalty program approach that appeals to a wide range of customer groups. But it’s not enough! Nowadays, 76% of shoppers expect some kind of recognition besides monetary benefits, like a special treatment perk that gives them a smoother, faster and more personalized shopping experience.

As Loyalty expert, Zsuzsa Kecsmar from Antavo loyalty software explained in a recent blog post:

Customers don’t want to only buy things. They want to be part of your brand’s story. They want to be part of your community. So let them collect points for their purchases, referrals, and social activities, by participating in contests and much more. If they feel that doing business with you is fun and entertaining, they will stick around even longer.

moda customer loyalty

While traditionally the main benefit of loyalty programs is saving money, you can also make the shopping experience more engaging with gamification techniques - like inviting customers to contests and incentivizing them to share your pages.

3. Encourage customer referrals

Imagine this. You’re at a relaxed dinner party and your friend asks you which mobile phone you would recommend. You have just purchased the latest iPhone and you love it, so you list all of the phone’s greatest features to convince your friend to buy it as well. They go home and think it over, and sure enough, next week they order the very same iPhone.

Okay. Now let’s say that you want your customers to replicate this satisfied recommendation scene virtually. A loyalty program allows you to do this, at an exponential rate. How?

If your loyalty program rewards customers for referring their friends, they will be more than happy to spread the word about you. The most common tactic to use here is a dual-sided reward mechanism, where both the referrer and his referral benefit from the process.

The power of customer referrals can beat even the best optimized Adwords ads, because customers only refer friends who could be really interested in your products. A study from McKinsey also revealed that friend referrals generate more than twice the sales of paid advertising. Finally, referred customers have a 37% higher retention rate overall, according to a research study by Deloitte.

moda

Customers who have already purchased a product from you can refer more actual customers to your ecommerce store.

4. Build social proof

Forbes shared that 81% shoppers research products, compare prices and read reviews before making their purchases. (I’m sure you do the same thing before buying your next laptop or coffee maker, running shoes or really anything!)

While a loyalty program improves customer satisfaction in your store, it also provides opportunities for you to remind and reward customers for leaving product reviews or using certain Instagram hashtags while posting photos about your products, to name just a few examples.

This is the land of user-generated content that increases trust towards your eCommerce store and even helps customers to make purchase decisions faster. Ambassador reported that 88% of customers trust online reviews, so it’s worth investing your effort into this field.

moda

Loyal customers can be encouraged to leave product reviews for their purchased products in exchange for loyalty points.

5. Maximize brand advocacy

Okay, before you accuse me of being biased towards loyalty programs, let me share this stat with you: 77% of transaction-based programs actually fail in the first two years.

The reason behind this tendency is the following: You can’t win customers’ hearts with discounts and special perks forever. Not only can your competitors offer the same monetary benefits, but always offering discounts is also ensuring a leaking money tank on your end.

How you can avoid this failure?

Loyalty programs are meant for your best customers. These are the top 20% of all of your customers, who can generate 70% more revenue by spending more over a longer period of time. But they aren’t just staying with you for the discounts - they’re staying with you because they LOVE you!

And a loyalty program provides a perfect chance to deepen their engagement. The more they engage the more likely they are to promote your brand. Compared to non-advocates, they are 2-3 times more effective in persuading others to purchase from you.

customer loyalty rewards

The 3 main values of loyalty programs that can help your eCommerce store increase your eCommerce revenue.

Conclusion

A loyalty program’s main purpose from your point of view is to make more money by keeping your current customers. They can achieve this because they’re cost-effective, and they help to increase social proof, word-of-mouth and customer referrals.

It’s quite clear.

Loyalty softwares like Antavo, Sweet Tooth or Social Annex can do a great job.

But you couldn’t increase your profit without focusing on your customers in the first place. So whenever you decide to launch a loyalty program, the most important thing is to plan it in a way that will really add value to your customers.

Thanks to Lilach Bullock for sharing their advice and opinions in this post .Highly regarded on the world speaker circuit, Lilach  has graced Forbes and Number 10 Downing Street with her presence! In a nutshell, she’s a hugely connected and highly influential serial entrepreneur. Lilach is consulted by journalists and regularly quoted in newspapers, business publications and marketing magazines (including Forbes, The Telegraph, Wired, Prima Magazine, The Sunday Times, Social Media Today and BBC Radio 5 Live). You can follow her on Twitter or connect on LinkedIn.
21 Jul 16:20

When Everyone Sells Online, Where Do You Find a Competitive Edge?

by John W Hayes

Ecommerce professionals used to talk about the Internet creating a “level playing field” for businesses of all shapes and sizes to compete on, but now that virtually everyone sells online, that playing field is looking increasingly waterlogged, making it incredibly difficult to find a competitive advantage.

In order to stand out from the crowd, online retailers need to differentiate themselves from their competitors and demonstrate they have the competitive edge to win new business.

Seven Strategies to Optimize Your Competitive Edge

  1. Pricing: The cheapest deal doesn’t always win the day. Let your competitors bankrupt themselves with their overly aggressive “race to the bottom” pricing strategies. Sometimes the cost of selling products cheaply (increased warehousing, logistics, customer service costs, etc.) outweighs the benefits, so don’t be a busy fool and instead focus on your profit margins rather than your turnover. Instead of reducing pricing, try to increase value. Package complementary products together or offer added-value services like insurance, support, free returns, etc.
  2. Shipping: Everyone offers free shipping as standard. Try to be a little different by offering more flexible solutions, such as same-day delivery, click and collect, or preferred delivery schedules. Remember, 50% of online shopping carts are abandoned due to lack of shipping options.
  3. Buy Well: If you focus on buying the best products at the best prices, your profits will look after themselves. If the day-to-day running of your business gets in the way of your buying process, consider outsourcing activities that can be more efficiently handled by someone else. Because you don’t make money stacking shelves or stuffing envelopes, outsourcing your warehousing and logistics operations can help you focus your efforts on creating a more efficient and competitive business and is definitely worth considering.
  4. Content: Don’t just rely on the standard texts supplied by manufacturers to sell your products. Invest in descriptive, persuasive sales content and other conversion enhancers like customer reviews, enhanced images, video, etc. Technical specifications are great, but when selling more complex products, demonstrating the capabilities of a product and showing how it can be used is much more useful.
  5. Customer Services: Go out of your way to respond to customer inquiries and complaints in a timely and professional manner. Good customer service is not something that can be fully automated. Put real people on the phone, email and social media, and you’ll humanize your business and make it much more “likeable.” When your customers “like” you, they will not only become more loyal, they will also act as virtual (unpaid) ambassadors promoting your business to their friends and family. In this social age, word of mouth can be an incredible income generator.
  6. Own Brand Products: It’s hard to compete against a company when nobody else has access to the brands they sell. Sourcing your own “white label” products and creating your own brands can be an incredibly effective way to own a niche.
  7. Email Marketing: Acquiring new customers is expensive, and with so much choice, customer loyalty is often hard won. Email marketing provides a cost-effective, highly targeted solution to win customer loyalty and drive recurring revenues. If you’re not optimizing your email activities according to best practices, you will find it incredibly difficult to remain competitive in an extremely crowded market.

How do you make your business stand out in a crowded market? Share your comments and suggestions below:

This post first appeared on the iContact Email Marketing Blog.

21 Jul 16:19

How to Be More Influential

by Guest Author

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Guest post by Jonah Berger (@j1berger), Professor at University of Pennsylvania’s Wharton School and author of Contagious: Why Things Catch On. This essay is based on his new book Invisible Influence: The Hidden Factors that Shape Behavior

Who wouldn’t want to be a bit more influential?  Whether trying to nail that big interview, convince a client, or get the neighbor to finally trim their hedges, most people would love to be a bit more persuasive.  So how do we do that?

Imagine you’re stuck in the throes of a tense housing negotiation.  You’ve been searching for months and you finally found a place you like.  It’s got a great yard, more than enough space, and a nice open layout that fits your life perfectly.  The only challenge is the seller.  They’re asking way more than you think the house is worth.  You offered a number you thought was fair, they countered with a different amount, and even after a few rounds of back and forth, you’re still far from reaching a deal.

Trust is a key part of any negotiation.  Sure, there are specific numbers each side is trying to reach, but rather than fighting over their slice, good negotiators know how to increase the size of the pie.  Not just focusing on price, but finding other dimensions where value can be created.  Maybe the seller could use an earlier closing date, or needs to get rid of their furniture because they’re moving out of the country.  Getting the other side to trust you enough to reveal private information often enables a better outcome to be reached.

But trust is the last thing most people feel in a one-off negotiation. Each side is consumed with extracting the value from the other: how to give up the least information so they can keep the most value for themselves. So how can we build trust more effectively?

Scientists studying successful negotiations found that a simple trick made negotiators five times more successful. Five times more likely to close the deal, even when all seemed lost.

That trick? Mimicking one’s negotiating partner.

If one person rested their chin on their hand, the other did the same. If one person leaned back or forward on their chair, the other imitated that movement. Not blatantly, but discreetly enough that the other person wouldn’t notice.

This might seem silly. After all, why should someone rubbing their face or leaning back in their chair change whether people reach a deal? But it did. People who mimicked their partner’s mannerisms were five times as likely to find a successful outcome.

And it’s not just negotiators.  Waiters and waitresses who mimic their clients’ orders get 70% higher tips. In interviews, mimicry helps people feel more comfortable and perform better. And in a dating context, people who mimicked one another more were more likely to turn a first date into a second one.

Mimicry facilitates social interactions because it generates rapport. Just like finding out a work colleague grew up in the same small town thousands of miles away, when someone has the same accent, or loves the same indie brand, we feel an affinity or bond.  Consequently, when we imitate someone, or behave similarly, that person starts to infer that we have things in common or are part of the same tribe.  Rather than seeing someone as a competitor, or a stranger, mimicry makes people feel more interconnected. Closer and more interdependent. All without even realizing it.

Interviewing for a job, starting a tough negotiation, or just trying to turn a first date into a second?  Imitating the language, behavior, or facial expressions of others can increase success.  Mimicry increases liking, trust, and affiliation. So don’t just listen; emulate.  If an interviewer leans back on their chair and crosses their legs, do the same.  If a client starts emails with “Hey” instead of “Dear,” adopt that language.  Subtle shifts can deepen social bonds, turn strangers to friends, and make acquaintances into allies.

 

The post How to Be More Influential appeared first on Brian Solis.

21 Jul 16:19

Barriers to Asking Questions on Sales Calls

by PFPS

Real and perceived barriers to asking questions keep many sellers from genuinely connecting with their buyers.

barriers to asking questions

Some of these barriers to asking questions are self-inflicted. Others are situational. Some stem from previous experiences when asking questions backfired. So what’s a seller to do?

Perceived Barriers to Asking Questions

There are right ways and wrong ways to ask questions.

Savvy sellers know that ill-timed, awkward, and low-value questions are poorly received by buyers. That’s why some sellers feel asking questions is too risky. Their perception is what causes there to be significant barriers to asking questions on sales calls.

It magnifies the feeling of risk when a seller doesn’t have business acumen about what it takes for buyers to be successful. Asking a question may trigger answers the seller won’t understand. There is a fear of exposure if the conversation turns to something the seller is unfamiliar with, so sticking to talking points about his or her own product seems safer.

Actual Barriers to Asking Questions

Along with an element of perceived risk, there is also the constant time pressure for both sellers and buyers. Sellers may not see the value in inviting lengthy discussion, and they may believe buyers don’t want to spend time answering questions either. Thcover for site 2015ey opt instead for the expedience of a generic product pitch.

Add to the mix that many sellers feel questions are intrusive, pushy or nosy. Some feel it would be downright rude to pry into the buyer’s business. Some sellers believe they are on a “need to know” basis, and buyers will tell them whatever it is they absolutely must know. The perception, coupled with the reality of limited time, makes it all too easy to skip asking questions altogether.

Furthermore, questioning others tends to have negative associations attached to it. Words like interrogating, cross-examining, investigating and scrutinizing come to mind and then drum up imagined reactions like defensiveness or retreat. These hostile images of how people think of questions cause sellers to feel it is inappropriate to ask questions. Others avoid asking because they abide by the philosophy of the classic courtroom attorney who says “you should never ask a question unless you already know the answer.”

Finally, since question-asking is a skill, but it’s not formally taught in most circles, many people truly don’t know the difference between a well-constructed question and an awkwardly phrased one. Even if they sense the difference as they ask the question, most people cannot pinpoint or explain the difference and cannot replicate a good question nor avoid asking an awkward one again.

It’s easy to understand why so many sellers shy away from asking questions! It’s risky, scary, time consuming, potentially rude, may be discouraged, and is an undeveloped skill for most. Whether real or perceived, these barriers to asking questions on sales calls result in too few questions.

Despite all that, the case for asking questions is compelling. It’s worth your time to develop the skill of asking effective questions. The bestseller DISCOVER Questions® Get You Connected was written to help you develop those skills and overcome these barriers so you can become the ONE seller buyers actually WANT to talk to.

Next Steps:

  • To learn more about DISCOVER Questions® and how to get connected in meaningful ways with your buyers, order your copy of this bestseller from Amazon.com
  • When you need sales or management coaching, customized sales training, or a dynamic speaker call us at 408-779-PFPS or book an appointment with Deb.
  • Check out these resources for sales managers and front line sellers. New webinars, infographics, research, podcasts and more added every month!

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The award-winning CONNECT2Sell Blog is for professional sellers who believe, as we do, that Every Sale Starts with a Connection.

Deb Calvert, “DISCOVER Questions® Get You Connected” author and Top 50 Sales Influencer, is President of People First Productivity Solutions, a UC Berkeley instructor, and a former Sales/Training Director of a Fortune 500 media company. She speaks and writes about the Stop Selling & Start Leading movement and offers sales training, coaching and consulting as well as leadership development programs. She is certified as an executive and sales coach by the ICF and is a Certified Master of The Leadership Challenge®. Deb has worked in every sector and in 14 countries to build leadership capacity, team effectiveness and sales productivity with a “people first” approach.

The post Barriers to Asking Questions on Sales Calls appeared first on People First.

21 Jul 16:19

4 Sales Metrics That Will Radically Improve Your Reps Performance

by Jake Dunlap

Every CEO and sales leader worries the most about the middle. We know the top 10-20% of our performers will always figure things out and get to quota, where others will likely hit a wall. We also know we have the bottom 20% who may never hit their numbers. They may just be in the wrong role or not set up for success in a way that works for them. But did you know that a simple review of your sales metrics and reporting process can totally change everything?

Most Sales Reps Fall Into The “Middle” Category

What about the middle? The 60% or so – where every month is a battle? They give you hope for two months, and then make you frustrated for two months, and the wheel goes on and on. A percent will move to the top, a percent will move to the bottom and churn out, but many will live in this perpetual cycle forever at your company unless you fix it.

Your board is certainly curious as to how you are going to optimize the middle and get more reps hitting target on a consistent basis. It’s never a good look when you have 20-40% of your team consistently missing quota.

When I talk to sales leaders about how to get their mid to bottom performers performing at a higher level, they usually are a little stuck. They have tried one-off training, changing up the KPIs, and offsites with executive and mid-level leadership to try and come up with a master plan. 

The Master Plan – Review Your Sales Metrics And Optimize The Reporting Process

Having worked with hundreds of sales organizations, CEOs, and sales leaders, we have found that there are four consistent metrics that can be implemented relatively quickly to improve rep performance.

Metric #1 – Opportunity Velocity by Stage: How Quick do We Move Deals Through Each Stage?

Your top performers usually close deals faster, but do you know why? They keep momentum going in the deal at each phase and typically that matters most in two stages. They move from to discovery to multiple stakeholders faster, and then they move from proposal to closing the win quickly. The issue arises that this can vary from rep to rep so you need to know and coach to the gaps in the way they create momentum today.

Metric #2 – Current Customer Analysis to Ensure Proper Territory Alignment

There are times that reps are missing because of you. In fact, in the early stages of territory development, I am almost certain that it is your fault because the territory analysis and TAM analysis conducted was for your board and not for reality.

“When a sales manager focuses on numbers alone, he or she can give reps the impression that all territories have equal potential.” John Treace.

This means you have good sales people floundering in poor territories or verticals that you designed.

It happens but you have to fix it sooner than later. Many times the answer is to wait to map territories until you have enough customer data to know truly who your buyers are and who actually converts. Either way, do a real current customer analysis to really understand how equitable you have divided your world.

Metric #3 – Opportunity Size & Forecast Analysis

Middle and bottom performers are optimists (bless their soul). This usually means their forecast is full of opportunities that will never close. What we have seen with the middle as well is that they typically dream big and their opportunities are larger than whatever ends up closing.

There are ways to look at opportunity size conversion, then to go a level deeper and look at it by job title that they are working with, where you can see this in action. You have a sweet spot for deals and the middle is usually too liberal. The easy fix here is to actually, and don’t kill me for saying this, teach them how to pitch smaller. Walk them through the data and proposal drafting but make sure they don’t go too small either.

Remember they are the middle so they tend to move in herds. You don’t want the herd moving from too big of pitches to too little. But at the end of the day, it’s about accuracy. You have to analyze the data for each rep but look at the size bias as an easy spot to increase their close rate.

Metric #4 –Live Action Training and Role Plays

Trainings work when led by practitioners and when followed through by leadership. The issue with the middle is that they are tough to move away from old habits. This can get worse with more experience and the effect of continuous sales training can sometimes follow the law of diminishing returns.

How do you make it stick? Stop investing in sales trainers who are more motivational speakers than pure trainers, as it won’t work. Invest in proven training that incorporate real world situations and also drive adoption from the training group to leadership. It’s it not enough to train, you have to pick key elements for each participant that can be pulled through. Spend time identifying gaps for each person and then you can customize a follow through plan for that person.

Moving your bottom and middle performers requires you to know your data and then be able to understand where to look and what to do with it. As a sales leader or CEO, there is little else that can have as much impact on your bottom line than getting more out of the middle.

Happy to talk more @JakeTDunlap or snap me @jdunlapz!

The post 4 Sales Metrics That Will Radically Improve Your Reps Performance appeared first on Sales Hacker.

21 Jul 16:18

7 Alarming Sales Performance Stats (and How to Avoid the Associated Pitfalls)

by Alyssa Drury

There are tons of statistics out there indicating sales performance and productivity are not as optimal as we would hope. It’s easy to take these at face value, brush them aside, or think that your team is unaffected. But there’s a very good chance that your sales team is not working as efficiently and effectively as it could be. Take a look at the sales productivity stats in the context of your own sales team:

  1. Only 39% of a sales rep’s time is spent selling or interacting with prospects and customers.
  2. Sales reps spend an average of 30 hours a month searching for and creating their own content.
  3. A whopping 2/3 of a company’s sales collateral goes unused, but companies are unable to determine what content cannot be located, and what is simply irrelevant for sales conversations.
  4. 92% of companies are leveraging CRM, but there has been a drop in the number of individual salespeople using CRM as part of their daily workflows.
  5. 77% of executive buyers claim salespeople don’t understand their issues and where they can help, and 78% claim salespeople do not have relevant examples or case studies to share with them. (Forrester Research)
  6. According to the Aberdeen Group, 55% of companies aren’t prioritizing reps’ ability to personalize content.
  7. The time that sales reps spend on pre-sales and post-sales activities are both up by 15%, time spent on non-sales (admin) work is up 21%, and all of this has come at the expense of actual selling time in front of the customer, which is down a full 26%. (HBR)

I don’t know about you, but these stats scare me. So many deals are lost because sales reps can’t adequately and efficiently communicate with prospective customers. There are numerous reasons that this happens, and sales leaders need to ask themselves:

  • Is my sales team suffering from the inability to personalize content, adopt CRM, or find the right content for a specific sales interaction?
  • Do pre- and post-sales activities take up the majority of my sales reps’ time?
  • How much time is my team actually spending interacting with customers in sales-driven activities?

Assessing the time your reps spend on different activities, both role-specific and indirect (time-wasting) tasks, can help you determine whether your reps are working as productively as possible.

Once you’ve (likely) concluded that your team could be selling smarter and more nimbly, think about where reps are spending most of their time. This could be a good indication of efficiency issues. SiriusDecisions reports that sales reps spend the majority of their time in email and calendar tools, such as Outlook, and considerably less time in SFA and CRM solutions. Finding and implementing the right tools that work within email platforms like Outlook and enable sales reps to have the most pertinent and personal sales interactions as possible can be essential to ensuring sales efficiency.

21 Jul 16:18

What is Account-Based Marketing (ABM) and What Are the Benefits?

by Suzanne Stock

As B2B marketers, we are all seeking to connect with the people that will most benefit from our product or service; our ideal customers. Today, buyers are becoming more discerning. They are not interested in hearing from businesses that can’t offer them exactly what they want and need – and when they do engage with you, they expect it to be worth their time.

So how can you ensure that your marketing campaigns hit the mark? Account-based marketing (ABM), also known as key account marketing, is a strategy that enables you to successfully target the specific individuals and businesses that you really want to connect with; the ones you can help. It allows you to provide a more personalised and meaningful experience that will ultimately result in more sales.

In this post, we will look at this strategy in detail and consider the resulting benefits.

What is account-based marketing?

SearchCRM provides this definition: “Account-based marketing is a strategy that targets high-value accounts (accounts that can generate high revenue if a deal closes) rather than targeting leads. The goal of ABM is to improve efficiency and gain higher revenue from marketing efforts while using fewer resources.”

This is not the same as traditional outbound marketing – although you’re choosing who to target, you are doing so in a very measured and relevant way. On the other hand, it is clearly different from basing your marketing campaigns around buyer personas (an inbound marketing approach), whereby you target as many people that fall under a particular umbrella as possible – for example, according to industry or job title. In fact, it’s somewhere in between outbound and inbound.

With ABM, you home in on a handful of key prospects and create carefully personalized campaigns for each. The aim is to increase the number of sales per customer, rather than simply accumulating more and more customers. In this way, each customer becomes more valuable.

So how might you do this? Writing for Marketing Land, Rachel Balik says: “The first step to implementing an account-based marketing strategy is to build your target account list – the companies you want to be your customers […]. This list can be as small as 50 accounts.”

You might decide to work with a good B2B data provider to hone this list. For instance, you might want to focus on named accounts or a specific industry segment. A good provider can analyze your current database to help you pinpoint the kinds of accounts you should be targeting and suggest new areas to consider.

This approach can feel daunting at first. However, as Rachel Balik says: “The truth is, when it comes to customers in B2B, you actually can make a pretty accurate guess about what accounts will close.” And, of course, you have the advantage of knowing that your marketing messages will definitely reach their intended recipients.

The benefits of account-based marketing

As we have established, this strategy results in more targeted marketing, thereby improving the customer experience. Since you are more focused, you can create content that truly speaks to your audience – from blogs posts to emails, telemarketing to direct mail.

Additionally, this approach results in a higher return on investment (ROI). In fact, according to research carried out by ITSMA in 2014, ABM outperforms other marketing investments in over 80 per cent of cases. For one, you’re reaching out to the right people from the start, thereby preserving time and resources. And this then feeds into your sales revenue chain.

Writing for Terminus, Sangram Vajre says: “By the time sales is reaching out to target accounts, buyers have already been exposed to their company’s messaging. This speeds up the sales process by cutting down on unnecessary sales introductions and sets the stage for a more personalized buying experience, increasing the likelihood that a lead will turn into a closed deal.”

Of course, to truly reap the benefits of ABM, you need to measure your results. This will help you to mold your strategy into the best fit for your business. Analysis is made easier by the very fact that you’re dealing with set accounts. You can see exactly what’s working and what isn’t and then adjust your tactics accordingly.

Account-based marketing is a strategy that enables B2B marketers to connect with the people best-suited to benefit from their product or service. It creates a laser-focus that improves the prospect experience, thereby generating more leads and sales.

21 Jul 16:18

Article: Digital Buyers in Germany Demand to Be Informed About Product Availability

Many digital buyers across Western Europe expect to be informed of the availability of products when visiting brand and retail sites, but those in Germany are the most likely to say this feature is necessary when shopping online. There were other differences in expectations of ecommerce experiences from country to country.
21 Jul 16:18

Should You or Shouldn’t You: 3 Ways to Tell if Influencer Marketing is Right for Your Brand

by Ashley Zeckman

influencer-marketing-right-for-your-brand

Reaching and connecting with customers in a meaningful way has become incredibly challenging. There I said it.

It’s no wonder with the sheer number of  flash-in-the-pan marketing practices have somehow made their way into brands large and small only to leave marketing teams throwing their hands up in frustration. The amount of knowledge and data that we have access to today really is incredibly. Unfortunately, it can be hard to filter out the sage advice from that which is better left undiscovered.

It wasn’t so long ago that everyone started saying: “brands need to be on social!”, so companies jumped at the chance and signed up for every social platform available (even those that didn’t make sense). Then, when people said: “we need content!”, it led to a huge boost in the amount of content created and even today 76% of marketers plan to create more content this year than the year before.

While it can be tempting to jump at the opportunity dig your teeth into every new tactics because well, everyone else is doing it, it’s important to take a step back and consider whether it is the right fit for your customers, for your brand and for your message.

Influencer marketing is no exception. When implemented correctly, a content driven influencer marketing program help accomplish everything from building awareness to developing trust with current and potential customers.

If any of the following pains sound like what you’re experiencing, then chances are influencer marketing might be a welcome addition to your marketing strategy.

Budgets Aren’t What They Used to Be

Most marketers today are being tasked to do more with less. The hefty ad and marketing budgets aren’t what they used to be (even at larger companies). In addition to having less to spend, marketers have been tasked with amping up the creativity and improving results.

Instead of feeling frustrated with smaller staff and budgets, the current state of affairs presents an opportunity for marketers to get creative.

Co-creating content with influencers enables brands to align with like-minded individuals and extend their reach significantly. Do keep in mind that depending on your industry or the type of influencers you’re working with, there may be some cost associated with partnering. However, partnering with influencers has to potential to reap rewards that far outweigh the cost of other marketing initiatives.

Content Isn’t Resonating with Your Audience

If you’re like most marketers, your team spends countless hours poring over data to identify the content that is resonating best with your target audience. You may notice that you have some breakout content, but in all, your audience doesn’t seem to be very engaged with the message.

If it doesn’t catch their attention they don’t read it. If they don’t read it then they’re definitely not sharing it. By incorporating a combination of curated and original content from influencers into long and short-form content, you’re able to add signals of credibility and up the “Interesting factor” of what might otherwise be a dull article, eBook or white paper.

Adding influencers that can empathize with your customers will help them see themselves in your content and create a stronger connection with your brand.

Your Buyers Don’t Like Being Sold To

Let’s face it, who does? When you feel like a company’s only interest is in getting you to buy their product or service, it’s a turn off. And as we know, all of the research clearly states that people buy from people that they feel like they know and can trust.

If your goal is to create value for your customers (as it should be), then the inclusion of influencers into your content can help build authority, credibility and trust which can in-turn lead to sales. If you collaborate with top tier influencers then those people are essentially endorsing your brand as one that is credible and trustworthy.

Influencers are a powerful tool and when incorporated appropriately, they allow brands to focus on adding value for customers all while encouraging more engagement.

Could Influencers & Content Be a Winning Combination for You?

Influencer content programs aren’t a magic bullet or replacement for an integrated digital marketing strategy. However, knowing when and where to add influencers to your content mix can be an incredibly effective way of providing value for customers and potential customers.

We’d love to hear what some of your content challenges have been and help you determine if adding influencers might help!

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© Online Marketing Blog - TopRank®, 2016. | Should You or Shouldn’t You: 3 Ways to Tell if Influencer Marketing is Right for Your Brand | http://www.toprankblog.com

The post Should You or Shouldn’t You: 3 Ways to Tell if Influencer Marketing is Right for Your Brand appeared first on Online Marketing Blog - TopRank®.

21 Jul 16:18

Mighty Truck: 2016 Nissan Titan XD

by Matthew Keegan

A diesel-driven Titan XD Crew Cab 4×4 in SL garb takes on the competition.

2016 Nissan Titan XD

Oftentimes, it is the second opportunity with a vehicle that paints a clearer picture of its capabilities. Following my introduction to the all-new Nissan Titan XD seven months earlier, I welcomed a 2016 Nissan Titan XD Crew Cab 4×4 in SL trim to my home. Not only did I have more time to put it through the paces, but I essentially dissected the vehicle.

My verdict? Nissan has a formidable competitor in the Titan XD, one the manufacturer says fills the “white space” between light- and heavy-duty trucks. In particular, instead of going up against the likes of the Ford Super Duty and similar models from Chevrolet, Ram, and GMC, Nissan built the Titan XD to give it enhanced towing capacity over the light-duty trucks without the attendant huge price tag of heavy-duty models.

More Power, Manageable Price

The result is a powerful Crew Cab-only pickup truck priced from $35,290 in base “S” trim, a 4×2 model with a 5.6-liter, gasoline engine. But the big news here is the availability of a turbo-diesel engine provided by Cummins, a supplier who is no stranger to the auto industry.

Cummins’ engines power heavy-duty Ram 3500 pickups, but the engine supplied to Nissan is not that large straight-six with a whopping 6.7-liter displacement. Instead, Nissan turned to Cummins to obtain a more manageable 5.0-liter, V-8 making 310 horsepower and 555 foot-pounds of torque. That engine was originally developed for Chrysler, but the contract was canceled when this US automaker was fighting for its life in 2009.

For owners preferring a gasoline motor, a 5.6-liter V-8 is standard, making 390 horsepower and 410 foot-pounds of torque. Both engines are paired with 6-speed automatic transmissions.

2016 Nissan Titan XD

Trim and Price Considerations

Choose a 4×4 and you add $3,000 to the base price. Go with the Cummins engine and you’ll tag on an additional $5,000 toward your truck’s cost.

At this point, a base Titan XD S 4×4 with the diesel engine will cost you $43,290. Other models for the choosing include SV ($39,060), Pro-4X ($45,970), SL ($47,030), and Platinum Reserve ($52,470). Again, add upwards of $8,000 to trim prices when choosing a 4×4 powered by the Cummins engine.

Yes, a diesel-powered 4×4 version of the Titan XD Platinum Reserve tops $60,000. Compare that with a Chevrolet Silverado Crew Cab 4×4 High Country and you’re paying about $6,000 more for the top-of-the-range Titan XD.

The White Space Delineation

But you can’t get a diesel with the Silverado, only with the Silverado HD. Choose a similarly equipped Silverado 2500HD and opt for the $9,315 Duramax diesel package and your price rises to $67,445. So, for about $7,000 less you get enhanced towing in the Titan XD — 12,037 pounds (4×4) to 12,314 pounds (4×2) — without paying the extra cost for just over two added tons (net 17,900 pounds) of towing capacity supplied by the Silverado 2500HD.

As for the white space? You’re in it with the Nissan Titan XD.

2016 Nissan Titan XD

One further point bears much consideration — you can’t buy a full-size, light-duty truck with a diesel engine unless you choose the turbocharged 3.0-liter, V-6 offered by Ram. Moreover, the Ram diesel is primarily about conserving fuel, while the Nissan diesel emphasizes pulling power. Indeed, if you need to pull 6 tons, the Titan XD can handle it. That’s about 3,000 pounds more than the Ram EcoDiesel.

So to recap, if you want a diesel from the traditional American suppliers you have one choice with a light-duty truck, otherwise you have to pay the added cost for extra towing capacity in a heavy-duty model you may not need. As for the competing Toyota Tundra, no diesel engine is available in this light-duty line of pickup trucks.

Powerful Expression, Durable Body

There are times I find it difficult to wrap my mind around the Nissan of today and the Datsun of yore. When Nissan first started selling cars in the US, it used the Datsun name, before beginning its transition to Nissan in the early 1980s. By 1985, the Datsun name had vanished.

Those earlier Datsun models were small and lightweight. Heck, if your Datsun B210 topped 2,000 pounds, you probably had the 3-speed automatic transmission instead of the 4-speed manual gearbox.

As for the 2016 Titan XD, you’re looking at a curb weight ranging from 6,710 pounds for the 4×2 S to 7,479 pounds for the Platinum Reserve 4×4. The added weight is understandable — the Titan XD shares its platform with commercial-grade Nissan trucks.

2016 Nissan Titan XD

Further, the XD’s fully-boxed, full-length ladder frame is distinct from the standard Titan. This fall, Nissan will market both the Titan and Titan XD, the former also all new and kicking off the model’s second generation. The first-generation Titan was sold from 2004 to 2015; no 2016 model was offered.

Looks wise, the Titan XD SL is intimidating with its oversized chrome-bedecked grille flanked by massive headlamp assemblies. Those headlights include distinct LED daytime running lights to amplify the front end. The lower grille is surrounded by chrome; large embrasures at the lower corners house the available fog lamps.

At the top of the grille, TITAN debossing provides additional flair. The hood is humongous with multiple creases and carvings running from the top to the bottom edges.

Sides, Rear and the Truck Bed

Move along the profile and Nissan dresses the typical slab side with character lines, sculpting, and chrome accents. Oversized split towing side mirrors provide a formidable accent and come with puddle lights at the SL level and include integrated turn signal indicators, except in the base edition. Another accent is provided by the Cummins badging affixed just fore of the front door where vent ports may reside.

As for the belt line, it stays level as it runs from the back to the front except where the front doors meet the pillar and then the line curves downward, making a unique styling enhancement as well as easier to see out the side windows. Running boards are standard on the SL edition and are a much desirable feature for getting in and out of the truck.

2016 Nissan Titan XD

From the rear, the Titan XD features a drop-down tailgate (removable and lockable) with large combination lamps on both sides. The bumper includes a centered step for ease of access to the bed.

The test model came with front tow hooks and offers available rear hooks. You also get a receiver hitch and something you don’t find too often in this segment: an integrated gooseneck hitch (the hitch ball, safety chain anchors, and bag are extra). Nissan also provides a tow package with available built-in 4- and 7-pin connectors.

A spray-in bedliner is standard at the Pro-4X level and above; my test model also had cargo bed lights, LED lights under the bed rail, four fixed tie-down hooks, four moveable aluminum cleats and a track channel system. A 110-volt outlet is located at the rear right-hand side of the bed.

One of the more interesting upgrades with this truck is what Nissan calls “Titan Box.” Actually, Titan Box represents two removable boxes that fit on both sides within the truck bed — they’re watertight and drainable — imagine the liquid refreshment possibilities available!

Cavernous Interior and Special Touches

As you might expect, the Titan XD’s interior is sized right and is able to hold up to six adults. The test model came with a pair of bucket seats up front and a 60-40 split folding bench seat in the rear.

Yes, you can choose a bench seat up front (standard in the S and SV trims), but then you lose the highly purposeful center console and all the room it provides for your cups, cell phone, office materials, or what have you. It is a deep compartment and includes a removable cup holder and storage trays. A 12-volt outlet is found inside too.

2016 Nissan Titan XD

The rear seat layout represents an intelligent design as the seats fold down and also fold up. When folded up, you’ll find in-floor storage, ideal for hiding out of sight your valuables and other important items. You’ll also find the expected drop-down center armrest with two beverage holders.

Back up front, you’ll find an instrument panel composed of a pair of analog displays — tachometer and speedometer with a digital driver’s information center located between the two. This model has a leather-wrapped tilt and telescoping steering wheel as well as wheel-mounted auxiliary controls and cruise control. A tow mode stalk is fixed to the right side of the column; the wiper controls are on the left side.

To the left of the steering wheel and on the lower dash are the light switch knob and switches for the cargo light and the 120-volt outlet. To the right of the steering wheel is the push button start/stop button and the four-wheel drive knob.

The center stack has a color display on top with audio, CD, auxiliary, navigation, and map modes as well as apps, phone, and camera access. Beneath that are audio system knobs and switches, followed by a trailer control switch and a USB port, auxiliary audio input, and a 12-volt outlet. At this trim level, heated front seats are included with switches located on either side of the open tray found at the base of the stack.

Nissan makes available leather seats and this model included them. Stitched leather covers the seats, runs across the top of the dash, and is on the door handles. Soft touch materials, high-end plastic trim, and harder plastics are found elsewhere in the cabin.

The power-operated driver’s seat is comfortable and supportive. Fatigue was not an issue and no back or thigh stiffness was experienced. The seat backs feature not one, but two pockets — a design I haven’t seen in my many years of evaluating new vehicles. If you’re using your Titan XD as a mobile office, that extra bit of storage space is welcome.

All four doors come with two drink holders and offer additional storage space. With two more cup holders at the rear of the center console, you have six in total. By the way, Nissan placed rear facing nets on the console as well as a 120-volt outlet. This model also comes with an overhead storage compartment and a pair of reading lamps. An integrated HomeLink system is also present.

2016 Nissan Titan XD

Down the Road and Beyond

You have a modest 310 horsepower to work with when you press down on the accelerator pedal. I say modest because given the weight of the Titan XD it really isn’t all that much.

As a point of comparison, the flagship Nissan Maxima sedan weighs half as much and uses its 300 horsepower to sprint around. With the Titan XD, you’ll slowly move away from a dead stop and continue plodding along until you reach 1,600 RPM. Suddenly, torque kicks in and quickly moves up to the full 555 foot-pounds of pulling capacity, turning this languid beast into a true road animal.

I’ve driven each of the crew cab models supplied by Ram, Chevrolet, GMC, and Ford, and will tell you that the Nissan stacks up well against the competition. The Titan XD not only projects a formidable presence in appearance when stationary, but does more so as it travels down the road. I’m glad my model came with the split side mirrors as the lower portion shows traffic in the adjoining lanes.

Handling and ride comfort are enhanced by way of a heavy-duty suspension design, new to the Titan line. It features a double-wishbone suspension with a stabilizer bar up front and a rigid rear axle suspension with leaf springs and leaf bushings at the rear. Nissan placed twin-tube shock absorbers at all four corners and tapped American Axle to manufacture the front and rear differentials. An electronic locking rear differential is also available.

Any truck with 4×4 capabilities must be put through the paces. In my earlier test (found here), the Arizona desert was the backdrop. Flat lands reveal little about a truck’s abilities, but when hooked up with a boat or cargo and when ascending a roadway or bridge, its strength becomes evident.

Head off road and 4×4 versions have a control switch to the right of the steering wheel and fixed to the lower dash. You can shift on the fly from 4×2 to 4×4 Hi and move into 4×4 Lo once the transmission is in neutral. Wait about 10 seconds and the instrument panel schematic will show the transition in progress and as it is completed.

2016 Nissan Titan XD

For my off-road test, I chose a gravel road, traveling it while in 4×4 mode, although that was hardly necessary. Toward the end of the road, I found my spot: a clay slough leading to a dirt trail. That dirt trail was off limits, but not the mire preceding it. So, I switched to 4 Lo, waited for the wheels to engage, and made my way through the glop.

If you’re going to get stuck, clay will do it. It makes for a nasty, sticky substance, just waiting to bog down the uninitiated. Quite frankly, I wasn’t certain how the truck would perform, but it passed through the quag with little difficulty. Then again, the deepest part was not even half way up the wheels, so I was safe. But not before kicking up a malodorous spray of burnt-orange clay to cover the entire right front of the truck, including the front passenger window.

Your Purchase Considerations

With everything you now know about the Titan XD, would you consider purchasing one? The diesel engine may make the strongest case for buying such a pickup truck, especially if that’s your preferred way of motoring. If you’re the type of buyer who wants many of the amenities Nissan offers in the Titan XD, prepare to spend north of $50,000 to obtain one. Discounting may bring your price down on some models in the form of cash back and bonus cash offers. See your Nissan dealer for more information.

Lastly, for buyers who prefer the light-duty 2017 Titan, you’ll have to wait until this fall to obtain one. Here, you’ll have your choice of V-6 and V-8 gasoline engines for your consideration; no diesel will be available. Prices and trims have yet to be announced. As of this writing, there are still 2015s available — again, no standard Titan 2016s were built.

This article was originally published by Auto Trends Magazine.

21 Jul 16:17

How Price Reductions Impact Brand Equity

by Brad VanAuken The Blake Project

How Price Reductions Impact Brand Equity

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Laura, a VP of Marketing from Atlanta, Georgia who asks this question about pricing strategy.

“Can price reductions impact brand equity?”

Thanks for your question Laura. The answer is not nearly as simple as the question implies. “It depends” is the most accurate two-word answer. It depends on the following:

  • Is the brand a premium segment brand, a mid-segment brand or a value brand?
  • What price premium does the brand currently command over competitive alternatives?
  • Was the brand perceived to deliver a poor, adequate, average, good or excellent value prior to the price reduction?
  • Is the price reduction a one-time event, a periodic event or a permanent reduction?
  • What is the pre-reduction price of the brand?
  • What is the proposed price reduction amount and percentage of the overall price?
  • Is the brand in trouble or is it hugely popular?
  • Is it a new brand that is attempting to penetrate an established market? Is it one of many brands in a highly fragmented market? Is it a legacy brand that has long since lost its cache?
  • What is the brand’s mind share and its market share?
  • In what channels is the brand distributed? Are they mostly discount channels, premium outlets, luxury boutiques, department stores, grocery stores, mass channels, convenience stores or some other type of channel?
  • Has the brand recently crossed any price thresholds that have significantly increased its price sensitivity?
  • What are the patterns of price increases and reductions in the product category in question?
  • Is the brand trying to manage demand through its pricing?
  • Is the price reduction a strategic long-term adjustment or a tactical short-term action to lift sales over a limited period of time?
  • Is the price reduction offered to all customers or just some customers?
  • Is the price reduction part of a price segmentation strategy?

As you might surmise from these questions, a price reduction can have any of the following impacts on brand equity:

  • It can INCREASE perceived brand value and brand equity (some brands)
  • It can INCREASE perceived brand value but DECREASE brand equity (some premium brands)
  • It can DECREASE perceived brand value and brand equity (many brands including many premium brands)
  • It can DECREASE perceived brand value but INCREASE brand equity (some super premium brands)
  • It can have NO IMPACT on perceived brand value and brand equity (some brands – if the reduction is small or imperceptible or no price threshold is being crossed or the price is already extremely low compared to competitive alternatives)

As you can see, pricing is quite tricky and there is no simple rule of thumb to link all price increases or reductions to definitive changes in brand equity. Having said that, our BrandInsistence brand equity measurement system recognizes “brand value” as one of the five drivers of customer brand insistence. For most brands, increased value leads to increased brand equity. But remember that “value” is a holistic perception that is based on the often subconscious ratio of costs to benefits. The costs can be in terms of time, money or some other scarce resource. The benefits can be functional, emotional, experiential or self-expressive. And perceived values can also be influenced by reference prices, which is yet another separate pricing topic.

If a customer is largely convenience-driven, price reductions might have no impact on that person. Alternatively, if the customer is largely price-driven, a price reduction could have a significant impact on that person’s purchase behavior. Low prices could drive some category enthusiasts to try a new product or brand, while price reductions may have little to no impact on brand-loyal customers. Again, the relationships between price, perceived value, brand equity and sales are not always linear and cannot be solved by just one simple equation.

I hope this has helped you to think more deeply about the relationships between pricing, perceived value and brand equity.

We hope this help you build your brand Laura.

Do you have a question related to branding? Just Ask The Blake Project

The Blake Project Can Help: Contact us for more on BrandInsistence brand equity measurement

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

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21 Jul 16:17

Aligning Marketing and Sales to Achieve Common Revenue Goals

by Val Litvin

The success of your business heavily depends on the coordinated operations of your marketing and sales teams. However, many organizations’ communication between these departments gets inhibited as both marketing and sales constantly compete with each other in order to prove which team is more valuable for the company. The reality is that both of these units are equally significant for company’s success. Marketing is responsible for generating as many high-quality leads as possible. Once qualified, it is sales department’s responsibility to turn these prospects into buying customers. However, research shows that the sales team ignores 50% of marketing leads and 79% of approved leads never turn into sales. So, why does sales fail to hit their quota even though marketing is reaching their lead generation goals?

service eBook

One reason behind the inconsistency in communication is that oftentimes marketers and salespeople do not have the same understanding of what a qualified lead is. For example, let’s say your sales representatives are working with a specific business size and industry segment. The salespeople will not be able to meet their quota, if the majority of marketing produced leads will not match the requirements of leads your reps can work with. In other words, marketing metrics have not been well aligned with sales and revenue goals, which may result in a disproportionate number of target contacts your sales professionals can work with.

Marketing and sales teams need to work cooperatively, instead of simply focusing on their isolated goals. They have to pursue common business objectives and shared company goals. For this purpose, marketing metrics must be well-aligned with sales quotas, and sales teams should make their sales pipelines transparent as well as continuously analyze leads and provide feedback to marketing. Yet, aligning marketing and sales is easier said than done. Synergizing marketing and sales is a complex organizational process that requires time and effort. At the same time, businesses can take advantage of modern technology solutions, which will enable the sharing of data across departments, automate core business processes and streamline collaboration.

21 Jul 16:17

3 Tips for Supercharging Your Sales Training Programs

by Rachel Clapp Miller

coins_up_resized.pngBest-in-class sales organizations invest in training programs for even their most veteran reps. Aberdeen research shows that top companies use external sales consultants 61 percent more than their under-performing peers. Sales training is a competitive and crowded industry. When you’re picking the right solution for your organization, it can be difficult to cut through the clutter.

Google “Sales Training” and you’ll see that you can hire everyone from a single consultant to a firm with customized solutions that scale. No matter your decision, there are some basic techniques you can leverage to ensure you’re getting the return on your coveted sales enablement dollars.

Here are some of our best practices:

Plan for the Long Term

One of the clearest distinctions between programs that drive results and those that fall flat is ongoing reinforcement. There’s often a flurry of activity when training initiatives begin, but that intensity and cadence often dissipates after the launch event.

The evidence is clear that consistently reinforcing what you train leads to better results from your team. For instance, organizations that include long-term reinforcement activities retain customers at a 74 percent clip, as compared to just 67 percent for firms that don’t. Quota attainment for individual reps and sales teams is also substantially higher when training activities are reinforced on an ongoing basis. If you remember nothing else, remember this: The biggest thing you can do to ensure your training dollars aren’t wasted is to plan for the long term.

Make it Relevant

The training event is an important catalyst to the long-term change management plan. Making the training relevant to what your reps are doing every day is a crucial step to ensuring success. Too often, there is a lack of planning for relevance of the training event.

Don’t let the company you’ve hired get away with just saying they’re customizing training for your organization. You need to ensure that the training is relevant to the people in the room. Review these points of consideration:

  • How are you setting the stage for success by leveraging pre-work prior to the training?
  • How can the reps work with live opportunities during the training session?
  • How are you involving managers in a managerial role during the event?

Offer Blended Learning Opportunities

People learn in different ways and offering blended learning opportunities ensures that you are able to reach reps where they are and through different modalities. Podcasts, videos and regular email tips can help drive reinforcement. Moblie-enabled training platforms like Qstream and Brainshark can also ensure your reps are continually keeping new best practices top of mind.

Sales Transformation Decision Guide

21 Jul 16:16

4 Steps to Effective Marketing and Sales Communication

by Shelley Cernel

It’s no secret that there is often tension between sales and marketing at B2B organizations. This situation is only exacerbated by the oft-present silo mentality, where departments operate as individual units. In fact, Forrester data shows that only 8% of B2B companies have tight marketing and sales alignment. And a report from DemandGen and Insideview asserts that the prevalence of fractured departments is only increasing, driven by the following challenges:

1. Communication

2. Broken / flawed processes

3. Measurement by different metrics

But until the communication challenge is overcome, the other two issues will continue to become larger problems for the organization.

The Importance of Communication

A recent study from App Data Room and Marketo found that sales and marketing alignment can make an organization 67% better at closing deals, reduce friction by 108%, and generate 209% more value from marketing. And according to a 2013 IDC survey, poor alignment costs B2B companies 10% or more of annual revenue, while companies with strong alignment can expect to achieve 20% growth rates.

Let’s explore some reasons why marketing and sales communication and alignment are so critical to the organization:

Reps need to be empowered to add value to the conversation

When almost 100% of B2B deals are influenced by content, it is imperative for reps to know what content to share and when. Unfortunately, 2/3 of customers feel that sales people are unprepared for initial meetings. This means that reps don’t have the content or resources they need to get ready for the meetings and have value-add conversations with prospects.

Misalignment reduces efficiency and productivity

Less than 1/3 of a sales person’s time goes to core selling activities. For example, a CMO study found that up to 40% of a rep’s time is spent looking for or creating content to share with prospects.

With proper alignment and communication, marketing can arm the sales team with the latest content, research, and industry data so that sales can be more responsive and effective. The result? An almost 40% increase in closed deals and approximately 50% decrease in churn.

Sales demands content and marketing has content, but resources still go to waste

Marketing creates a ton of great content, but 85% of marketing content is never used by sales. At the same time, 95% of reps say content is essential to progress prospects through the pipeline, but they can’t find it, don’t know what content to use when, or lack the confidence that it will help advance their deals. This lack of communication and alignment causes organization-wide disconnects, missed opportunities, and lost revenue.

Data and ROI are required to make smart decisions

Data is how marketing and sales know what content and messaging works and what doesn’t. It’s how content creators know where to focus their efforts and how sales reps know what collateral to share with prospects. Data provides valuable insights into areas for improvement and opportunities for new strategies or processes, as well as enables management to measure performance.

4 Steps to Effective Marketing and Sales Communication

From the scenarios discussed above, it’s clear that sales and marketing alignment and communication should be a priority for any B2B organization.

Use these 4 steps to get started:

Step 1: Acquire support from leadership

The success of any alignment effort is directly correlated to the level of execution. That means support and participation from executive leadership and consistent implementation across the organization.

In setting the precedence for sharing information between departments, alignment and communication will become ingrained in the culture. And while it may seem on the surface as if the sales and marketing departments have different objectives, the two are actually working toward the same goal: driving revenue.

Step 2: Implement technology to support alignment and communication

To effectively support marketing and sales communication, technology must be consistent, accessible, and easily incorporated into both departments’ workflows. A sales enablement tool improves marketing and sales communication by using real-time data to determine what content most effectively progresses deals and generates the highest ROI and then surfaces recommended content based on sales situation, right in the reps’ CRM and email.

This tooling enables sales reps to deliver the right message at the right time, allowing them to remain focused on sales objectives. It also offers insight into what works and where there are gaps in the content library, so marketing can better focus their time and optimize efforts. With these types of data, both departments can make informed decisions about strategy and process.

Step 3: Align around the same metrics

Marketing is traditionally measured on top-of-funnel metrics, such as lead generation, brand awareness, and campaign performance. Sales is traditionally measured on bottom-of-funnel metrics, such as revenue generated, number of closed deals, and renewals / upsells. But when both departments are measured based around pipeline, it’s easier for them to work with rather than against each other – they can share goals and priorities.

Step 4: Share feedback

The best way for organizations to increase the bottom line is to work smarter and more efficiently. For example, use metrics to determine which pieces of content are most effective in extending the reach of your message and have the greatest success in helping to close deals.

It’s important here for sales and marketing to maintain a continuous feedback loop. This ‘shareconomy of knowledge’ relies on sharing rather than hoarding both content and feedback. For example, the sales people are on the front-line, talking to prospects and customers on a daily basis. They gain insights into pain points, challenges, and needs that should be shared with marketing, so that they can create relevant content.

Marketing and sales communication is critical to selling effectively in today’s ever-changing marketplace. These tips will help your organization improve alignment and see those crucial bottom-line results.

Every sales team needs leads — but the best sales teams know how to make every lead count. Jumpstart your lead management strategy by downloading our free e-book, Get More From Your Leads.

21 Jul 16:16

Which Business Operations Should a Small Business Automate?

by Rosy Callejas

In the United States, there are approximately 28 million small businesses. And, given that approximately 10–12% of firms with employees close on any given year, the reality is that the economy can be a difficult place for small businesses. This is especially true in regards to the various tasks and responsibilities that are a natural part of operating any business, because while larger businesses often have the resources and manpower to be able to handle these tasks effectively, small businesses often do not. Instead, small businesses are forced to spread their administrative duties among fewer employees, which ends up leaving less time for those employees to focus on their core functions. And, given that only about 2.5% of people are able to multitask without performing worse at any of their tasks, these employees could have a significant negative impact on overall business success.

This is a problem that until recently had no clear solution. Hiring enough employees to help lighten the burden of administration was simply not economical, and expecting existing employees to be able to adequately perform administrative tasks in addition to their own core job functions leads to employee dissatisfaction, performance issues, and burnout. However, with the introduction of improved business technology, that all changed.

Automation as the answer

An impressive 79% of top-performing companies have been using marketing automation for more than two years. Now, small businesses have the means to automate processes that would have once monopolized the time and talents of team members.

Still, despite the ever-increasing scope of smart technology, some tasks are better left in the hands of human professionals. The question then is this: Which business operations should a small business automate?

  1. Messaging

Communication from coworkers, partners, and potential clients is essential to your organization’s viability. Many small businesses feel hiring a secretary or a receptionist—or giving out personal employee phone numbers and always being willing to answer incoming calls—is absolutely necessary. Unfortunately, this creates other problems for a business. Hiring a secretary diverts funds from other, more important projects, and incoming calls in general have a tendency to interrupt workflow (28% of an office employee’s time is spent dealing with interruptions, costing businesses about $900 billion every year). But while certain situations may necessitate hiring a dedicated operator, more often than not the task of answering calls and taking messages can easily be performed by an automated secretary system.

Automated secretaries route incoming calls, intercept unwanted or unknown numbers, and prevent unnecessary interruptions. When approved callers (such as partners and clients) contact an organization, the automated secretary recognizes these numbers and allows the call to go through normally.However, when unknown callers attempt to contact the organization, the automated secretary will answer the call and request certain basic information about the caller and the nature of the call. The secretary will then relay this information to the intended recipient, who can then choose whether or not to accept the call. Alternatively, unknown callers can be re-routed to voicemail. This reduces the number of distractions for employees, which is very beneficial, considering that studies show that it takes approximately 20 minutes for most individuals to regain their former levels of concentration following an interruption.

Additionally, by automating your phone system, you can provide callers with a menu of options from which to choose, thus eliminating the awkward and time-consuming problem of having to answer common client questions directly.

  1. Customer Relationship Management (CRM)

Directing calls and taking messages is only a small fraction of business communication; most business interaction between you and your clients, co-workers, and other organizations depends upon proper communication. CRM tools help facilitate this communication through a dedicated, cloud-based system, which houses data such as contacts, purchase history, preferences, and other useful information. These systems also use analytics to help businesses streamline their sales processes by showing users where resources should be focused in order to maximize sales. CRM is an established technology that’s already made a large impact on business in the few short years it’s been available. In fact, 97% of business-to-business (B2B) companies use CRM software.

There are several different types of customer relationship management solutions. Larger corporations might employ a system that automatically routes incoming calls to a particular account manager or agent, bypassing the need for a person to intermediate. Meanwhile, a smaller company’s CRM solution could be as simple as a contact manager, organizing emails, documents, scheduling, and other functions within a single interface. Additionally, solutions can come as purchased products or as subscription services accessed over the Internet.

  1. Marketing

The only way for companies to bring in any revenue is by finding a way to get potential customers interested enough to commit to making purchases. For larger companies, this generally means widespread marketing efforts across various media channels directed by marketing teams. Unfortunately, smaller companies don’t have the capital to contend with larger companies in the marketing arena. However, automation can be useful here as well.

Several automated marketing solutions—such as Infusionsoft, Nurture and Act-On—are available, many of which are targeted specifically at smaller businesses. These solutions can provide services such as email marketing, automated campaigns, and referral programs, as well as lead-scoring to prioritize which leads the company should follow. Those businesses that choose to automate their marketing efforts generally see favorable results. In fact, 63% of companies that are outgrowing their competitors use marketing automation.

  1. File Sharing

It can be difficult to keep track of every piece of a project that involves multiple individuals or teams. You’ll want every version and draft of work organized and accessible to everyone who needs it. For example, a reviewer might mistakenly access an outdated version or file, and then proceed to address problems that have already been corrected, while inadvertently ignoring new issues. Some projects also require several different files to work properly, any of which can be overlooked when sending drafts over for approval. All this can lead to internal miscommunications, costly delays, and wasted time spent coordinating those involved in the process.

Free or low-cost file sharing solutions such as Google Docs and Dropbox make it possible to automate file coordination. Rather than emailing different versions of a file back and forth, the files are stored in the cloud, and everyone involved can access the same version. So that users can avoid confusion and retain accountability, these programs keep a detailed log of every revision (when it was made, as well as by whom). File sharing is a growing technology that more and more businesses will be adopting in the years to come. This year alone, file-sharing consumer internet traffic is projected to reach 6,803 petabytes per month.

  1. Social Media

As of 2014, social media was the top online activity in the United States, with the average American spending 37 minutes on social media sites per day. Given consumers’ sudden infatuation with social media, companies have been forced to quickly adapt in order to take advantage of this relatively new medium. But while most companies these days know enough about social media to set up a Facebook or Twitter account, few really benefit from what social media has to offer. This is especially true for small businesses, who are often unable to bring social media specialists into their organizations, and who instead operate social sites themselves during limited free time. The result is that these businesses post too infrequently and with content that doesn’t capture any profitable attention. Automation may again be the key; services such as Post Planner, Zapier, and Divr.it simplify the content creation process significantly. For example, rather than stopping other work to post content to social media sites, employees can create a schedule to make posts automatically at the most ideal times. They can also create links between various sites, so that when, for example, a new blog entry posts, alerts are posted automatically to each of several social media accounts, rather than forcing an employee to post to each site manually.

The best of all worlds

Often, solutions will cover several of these areas in a single packaged suite of products and services. Small businesses should review their own unique circumstances, and try multiple tools to decide which would be most advantageous to their situation. Many automation tools and services offer free limited trials, so that small businesses can try out a service before having to commit to it.

Automation makes it possible for businesses of all sizes to contend on equal footing, without having to sacrifice valuable time and effort that should be directed towards more important issues. Additionally, businesses both large and small who neglect automation often do so at their peril, because approximately 71% of time and resources in businesses without automation is spent planning and defining business processes.

In essence, automation makes it possible for you to guide your business, while the business guides itself.

Small businesses are uniquely suited to take advantage of these new advancements. However, no small business should ever automate any of their processes without first considering what the loss of the ‘human element’ might do to impact their relationships with their clients. In most cases, a small business will only benefit from increased automation, but if your organization feels as though automation could distance the company from those on whom it depends, then it might be better to take another path. Remember: automation exists to better serve your business, not the other way around.

Is your small business curious about cloud software? Check out this e-book for more on how to choose.

21 Jul 16:16

6 Things Every Good Sales Person Should Know About Personal Branding

by Tibor Shanto

The Pipeline Guest Post – Megan Totka

Today, nearly every person has a personal brand. The good news is, there are a lot of things you, as a salesperson or small business owner, can do to build a really awesome personal brand. You can choose to guide and cultivate the brand or select actions so it’s defined on your behalf – whichever way you choose to build your personal brand, never brush off its importance. You may wonder how to become the complete salesperson – that’s not an easy feat. However, start by taking a look at these six things every good salesperson should know about personal branding.

The importance of being seen as an expert in your field.

It’s harder to be a salesperson today in many ways – it’s the age of the educated consumer. The best salespeople have the ability to curate excellent content and share it via social networks and blogs. They remember to keep it purposeful and relevant and entertaining when possible. Once you decide how you wish your brand to be perceived, you can become more strategic about your personal brand.

The importance of authenticity in relationships.

A good salesperson knows that at the end of the day, human-to-human relationships are what it all boils down to. It’s easier to maintain current customers than sell new ones. A recent survey by Marketing Metrics found that the probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is just 5-20%. This is why it’s so important to stay connected with customers on social networks or via email marketing or blogging. Make it a point to learn how to develop an authentic online voice — sounding robotic and giving sales pitches gets you nowhere.

Make sure to keep it personal.

No one wants to feel as though they are just another number, another sale. Good sales people know that they need to do everything they can to learn more about their prospects and clients to make them feel special. Understand the value of promoting your business at a local level. Always remember to personalize any mass emails. Don’t become overly reliant on automation to pull leads. Data can inform but not replace their brain function and intuition.

Never doubt the value of the network.

Networking should never be an afterthought or something that is squeezed into a day. Good sales people look forward to it and it becomes part of their daily routine. Social networks and digital tools help build networks. Good salespeople realize that they can make new connections any day of the week from any location.

Realize it’s crucial to show up and make a statement.

Always wear your Sunday best for presentations and when meeting others. Clean, neat clothes that fit well and neatly combed hair make a good first impression. Take pride in your work: edit letters for errors; check emails before they’re sent, etc. so you don’t look unprofessional. Make sure everything about you makes a positive statement.

Accept that persistence doesn’t do anything good for you.

Good salespeople know the importance of pulling back and think before they overdo it and turn people away. While being assertive is okay, and even coming back to people who previously turned you down is acceptable, it is never okay to hound people. You don’t want to come across as desperate – or even worse — bothersome.

Salespeople always concentrate on their personal brand, and know that the interactions they have leave a trail of bred crumbs straight to their business doors. Good salespeople want people to spread positive word of mouth about their business, and want those words to flow long after they’ve left the room. Most importantly, good salespeople and successful small business owners always remember that a strong personal brand should be ever evolving.

What are some points you think all salespeople should know to make them more successful?

About Megan Totka

Megan Totka is the Chief Editor for ChamberofCommerce.com. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. She specializes on the topic of small business tips and resources and business news. Megan has several years of experience on the topics of small business marketing, copywriting, SEO, online conversions and social media. Megan spends much of her time establishing new relationships for ChamberofCommerce.com, publishing weekly newsletters educating small business on the importance of web presence, and contributing to a number of publications on the web. Megan can be reached at megan@chamberofcommerce.com.
Website: www.chamberofcommerce.com

The post 6 Things Every Good Sales Person Should Know About Personal Branding appeared first on Renbor Sales Solutions Inc..

21 Jul 16:16

A Brief Introduction to Influencer Marketing

by Carlos Gil

influencers-network

In today’s digital-driven world, buyers are turning to each other and industry influencers to ensure the product/service they intend to purchase is the right one for them and are doing so across multiple digital channels including: social media, product review sites and online forums.

Because of this shift in buyer-influenced purchasing behavior, identifying and engaging with the key influencers in your industry is quickly becoming a critical component of a B2B organization’s marketing strategy. If done correctly, influencer marketing can lead to rapid growth in sales, raise brand awareness and establish a strong brand equity.

What Is Influencer Marketing?

In simple terms, influencer marketing can be defined as “the action of promoting and selling products or services through people (influencers) who have the capacity to have an effect on the character or brand.” Take Amazon, for example, how many times have you searched for a product and immediately looked at the customer reviews first before purchasing? To take it one step further, how many times have you gone to the “Top Customer Reviews” which are ranked according to the number of users that found that review useful (i.e. influential)?

While influencer marketing has been around for several years, it has recently picked up traction over the last few months, and is becoming an important piece of companies’ marketing strategies.

Why Is It Important?

With the power of social media and the ability for anyone with a smart phone and internet connection to create viral content, those that are producing the most interesting content are rising to the top as influencers in their field and amassing large followings across their social media networks. Because of this, B2B marketers must research their buyers, identify the influencers in their respective industry and develop ways to engage them without asking too much from them up front (Ask yourself – what’s in it for them?).

Getting Started in Influencer Marketing

Getting started with influencer marketing for B2B organizations will take a little bit of research and patience. However, here are a few steps you can start taking to get the ball rolling:

  1. Before you do anything, develop the goals you want to achieve from your influencer marketing campaign such as raising brand awareness, generating leads or creating a customer advocacy program to build your own army of influencers.
  2. Research your buyers and determine what marketing channels your audience spends most of their time on.
  3. Identify the influencers in your space and where they engage the most with their audience.
  4. Build a relationship with targeted influencers by providing thoughtful, relevant content (or curate 3rd party content) that resonates with your influencers and participate in conversations they are also engaged in (Twitter Chats, LinkedIn Groups, Reddit’s “Ask Me Anything”, etc.)
  5. Develop a process of reaching out to your targeted influencers (introductory email, social media outreach, phone call, etc.)
  6. Don’t ask for too much up front when engaging with influencers. Think about the incentives you want to provide if an influencer agrees to give a shout out to your product/service through their social media channel or feature a piece of your content on their website.
  7. Measure results against goals and continue identifying influencers to expand your audience reach.

By understanding the impact that influencers can have on your business and by following the steps listed above, your organization can begin taking the necessary next step to incorporate influencer marketing into your marketing strategy.

This post originally appeared in Launch Marketing’s B2B Marketing Blog.

21 Jul 16:16

The State of B2B E-Commerce: Stats Roundup

by Chris Mitchell

b2b e-commerce

B2C e-commerce companies have seen significant growth in online sales, which is estimated to reach $3.6 trillion by 2019. B2B e-commerce, however, is becoming even more prevalent and expected to reach $6.7 trillion by 2020. In fact, 46% of manufacturers say e-commerce will be their primary sales channel by 2020. Here are some stats I’ve compiled to dive into the current state of B2B e-commerce.

The Challenges

B2B marketers believe e-commerce presents tremendous opportunities but they’re unsure about the path forward.

  • 85% of B2B companies recognize that digital commerce is an important revenue opportunity that they are not yet fully utilizing [Market Live]
  • 37% of B2B e-commerce organizations claim their top challenge is differentiating themselves from their competitors through delivery of dynamic and transformative experiences [Aberdeen Group]
  • Only 13% of manufacturing and distribution companies said their multi-channel experience was consistent [Market Live]

Personalization Benefits and Trends

B2B buyers are demanding better online experiences, and B2B marketers are getting the message.

  • 54% of B2B buyers say they want vendors to offer personalized recommendations across interactions [Technology Advice]
  • Leads who are nurtured with targeted content produce a 20% increase in sales opportunities [DemandGen]
  • 59% of buyers say personalized recommendations have influenced their purchasing decision [Infosys]
  • By 2018, 70% of B2B e-commerce sites will offer personalized features for customers [Gartner]
  • 64% of marketers believe that their organizations should make personalization a higher priority [Evergage]

Cross-Channel

Cross-channel consistency (online, email, mobile device, social media, etc.) is also important because buyers are still using all channels to research and purchase B2B services.

  • 38% of emails are opened on iPhones alone compared to 34% on all desktops and laptops combined [Movable Ink]
  • In 2015, 20% of marketers said that their primary revenue source is directly linked to their email operations [Pardot]
  • 38% of e-commerce traffic came from mobile devices in 2015 [YotPo]

Millennials

Millennials are increasingly involved in B2B purchase decisions, so it’s important to take their behavior and attitudes toward cross-channel and personalization into consideration.

  • 73% of Millennials are involved in product/service purchase decision-making at businesses [Sacunas]
  • 34% of those Millennials are the sole decision maker [Sacunas]
  • 95% of Millennials preferred personalization throughout email campaigns [Accenture]
  • 82% of Millennials use their mobile device to conduct product/service research [Sacunas]
  • 85% of Millennials use social media for research [Sacunas]

Conclusion

B2B companies recognize that they need to continue to optimize their digital tactics, leveraging learnings from the B2C world. Personalization has changed B2C e-commerce by creating relevant experiences that surprise and delight consumers, and can have a dramatic, positive impact on the B2B companies that make it a priority.

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21 Jul 16:16

Viral Marketing Lessons From Pokémon Go

by Susan Gilbert

How Pokémon Go Has Grown and What This Means for Brands

pokemongoAre you wondering what the marketing buzz is all about with Pokémon Go?

You may have noticed people walking — and hopefully not driving — while playing a very addictive game that is taking over social media.

So what exactly is Pokémon Go and how can this be a great lesson for businesses and marketers?

According to Wikipedia Pokémon Go is “a free-to-play location-based augmented reality mobile game developed by Niantic and published by The Pokémon Company.”

This fast-growing technology is becoming a new trend as pointed out by “Augmented Reality” author, Greg Kipper, in a 2013 interview on CNET. “Augmented reality will bring to the world things beyond the graphical user interface,” He said. “With sensors, computational power, storage and bandwidth, we’ll see the world in a new way and make it very personal.”

With the release of the app earlier this month there has been an explosion of growth as seen in this chart by Blue Fountain Media:

pokemongo_growthchart

While it may be tempting to write this app off as a new fad, there is a lot of potential as your brand can strike while the iron is still hot.

Currently MarketWatch reports that users are on the app 10 minutes and longer, which is more time than Instagram, Snapchat, and WhatsApp. This means that as soon as it was released people were downloading and using the game.

Here are several ways your business can take advantage of this new trend and how you can create a viral brand strategy:

Research Your Target Market’s Connection

Is your community engaging in Pokémon Go? If so, you have a prime opportunity to reach them with clever email campaigns, advertising, and social media like this example from the Kansas City Royals on Twitter:

KansasCityRoyals

There are endless opportunities with a popular platform like this one. If this fits well into your niche start the planning process now to put some clever campaigns in place.

Be at the Right Place at the Right Time

Like any viral trend it’s important to understand the when, where and why of your community’s engagement online. For example, if you are selling a product that appeals to parents you will need to know the peak times they are searching for information.

Pokémon Go is appealing to a younger generation and was released just when school was out as pointed out by Jayson DeMers in an article on Forbes. He point out that the appeal also becomes broader as the 20 year old company also attracts an older generation ready to make an in-app purchase.

Appeal to Urgent Needs and Desires

What makes this new game app so appealing is that people can take it anywhere on their smart device without having to wear any special glasses or head gear.

Because the images focus on their daily activity users continue to explore the game as they have a personal connection with it. When your brand can get on this level with your community your product or service can become like gold to them very quickly.

Build on Your Existing Brand

If you have an established and well-known brand in place then a creative product launch may help provide an entirely new audience like Nintendo did.

As you have created a strong and recognizable social media presence your community will be more like to notice a hot new release — especially as the branding elements such as good design and a strong content strategy are in place.

Even though Pokémon itself is 20 years old the image has remained strong and is familiar to people. By tapping into the latest technologies such as live streaming or augmented reality your business can reignite your loyal following as well as attract new fans.

Provide More Opportunities For Customers

After hooking your leads and attracting them to what your brand has to offer it’s important to provide rewards, incentives, and sponsorship opportunities for large brands.

Keep this fresh with regular updates with a plan ahead of time of your marketing goals. This could become an opportunity for programs such as a paid membership for exclusive products or content, education courses such as what Business 2 Community offers, or a focused training program like the social media courses offered by marketing expert, Kim Garst.

Keep it Simple

Ease of use is important in just about every niche — Pokémon Go is incredibly quick and easy to download and start using. You don’t need any complicated instructions to follow or advertising hoops to jump through.

Another element that goes along with this is honesty and and transparency. When a customer receives something that they were expecting to get chances are they will recommend your company to other users. Tricky sales methods and complicated presentations can dwindle your sales and audience.

As new technology continues to push social media into new realms we as businesses owners and marketers need to find out how these trends can fit into our current target market. As we gather creative ideas we can use these platforms to grow our leads and conversions along with target market research that allows you to spot upcoming trends ahead of time.

20 Jul 17:29

Why you should always dress up on a plane

by Sophie-Claire Hoeller

Vintage KLM"Girl, I LOVE your boots!" a flight attendant recently said to me on a New York to Los Angeles flight. I was wearing heeled, over-the-knee boots, mainly because I couldn't fit them in my carry-on.

He then touched me on the arm, looked me in the eyes, and said earnestly, "Thank you for dressing up. It means a lot to us flight attendants, and no one does that anymore."

If that isn't enough of a reason to ditch those sweatpants when flying, I don’t know what is.

Of course, these days dressing up for a flight doesn't automatically mean you'll get an upgrade — too many loyalty programs, the frequency of overbooking — but that's no excuse for dressing like a college kid late for their Monday-morning class.

Woman boarding planeI get it, flights are long, seats are uncomfortable. You want to wear something flexible and not sit on buttons for eight hours. You think that because you're no longer getting chateaubriand carved seat-side, you shouldn't have to bother wearing anything formfitting. You feel like you're being treated in an undignified manner, so you should be free to dress that way.

But there's a difference between looking sloppy and being comfortable — you can look put-together and still be cozy.

Here are four reasons why you should dress up on a flight:

You may get an upgrade

These days, most flights are overbooked, but in the rare instance that they aren't, being better dressed than all the other schlubs will give you an edge.

When AirFareWatchdog.com founder George Hobica asked a gate agent directly whether they'd be more likely to upgrade someone who was dressed well, the answer was, "Yes, the better dressed you are, the more likely you are to nab that seat. I am not going to put someone wearing flip-flops up front with our best customers."

You'll save space in your suitcase

If you're bringing sweats and schlubby clothes that you don't plan on wearing again on your trip, you're wasting precious suitcase space.

Wearing heavier items like boots and a sweater is not only a space saver, but practical: You can plan other outfits around those items, and thus have more ensembles while packing fewer clothes.

You'll feel better about yourself

Besides never knowing who you might meet on a plane, you'll feel better about yourself once you land — ever landed in Europe wearing Crocs? You're also taking a step toward making flying a special occasion again — and you can't tell me that travel isn't a cause for celebration.

You'll make work more pleasant for the flight attendant

Planes are their workplace. No one wants to wait on someone in basketball shorts and dirty flip-flops.

Join the conversation about this story »

NOW WATCH: This 15-in-1 travel jacket has raised over $3 million on Kickstarter

20 Jul 17:27

How Amazon Adapted Its Business Model to India

by Vijay Govindarajan
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When Amazon decided to enter the Indian e-commerce market, it was clear from the outset that something would have to give. That something was the very business model that had made Amazon an internet powerhouse in the U.S.

Amazon.com debuted as an online bookstore in 1994. Founder Jeff Bezos’s initial business model was fairly simple: Source a single product type from wholesalers and publishers and sell it directly to consumers on the then fledgling internet. Thanks to Bezos’s vision and a highly successful, user-friendly website, by 1997 Amazon.com was the first online retailer to boast one million customers. As the company added more titles and expanded its product line, it developed an ecosystem rooted in the wholesale purchase of goods; huge, strategically located fulfillment centers; and contracts with national and regional carriers who shipped its products throughout the U.S. and to other countries.

A decade into the new millennium, India, with its billion-plus people and largely untapped e-commerce market, beckoned. The country posed a classic case of good news, bad news. The good news included a very young populace — more than 65% under age 35 — rising levels of disposable income, and ubiquitous cell phone ownership (80% of the population, by one estimate).

The bad news: 67% of the population lives in rural areas characterized by an underdeveloped infrastructure. Only about 35% of India’s population is connected to the internet. Cash, not credit cards or checking accounts, is still the rule. And, determined to protect its own, India enacted a rigid FDI policy restricting foreign multibrand retailers from selling directly to consumers online. That meant any venture would basically be a third-party seller for Indian-made products.

Insight Center

Challenges, possibly even hurdles, for Amazon, but not insurmountable ones — they just required an innovative business model, beginning with finding products to sell.

There is no shortage of goods produced by Indians, but most vendors in the country are small. Three years ago, relatively few retailers there sold their products online because they believed e-commerce to be too complex and time consuming. And India’s cash economy did not facilitate online transactions.

To respond to these challenges, after launching its Indian website in 2013, Amazon developed a program to recruit an army of suppliers and convince them it was a trustworthy partner that could help them increase the market for their products. Amazon wheeled out a program called Amazon Chai Cart: mobile tea carts that navigated city streets, serving refreshments to small-business owners while teaching them the virtues of e-commerce. The Chai Cart team reportedly traveled more than 9,400 miles across 31 cities and engaged with more than 10,000 sellers. To help these sellers get online quickly and address their objections to e-commerce, last year Amazon created Amazon Tatkal, a self-described “studio on wheels” that provides a suite of launch services, such as registration, imaging, cataloging, and sales training.

But Amazon also had to adapt delivery and fulfillment. In the U.S., Amazon uses a centralized shipping platform, which it calls Fulfillment by Amazon (FBA), to store and distribute the products it sells. Sellers send their goods to Amazon’s fulfillment centers and pay a fee for the corporation to store, pick, pack, and ship their wares. Amazon implemented FBA in India as well, and to date has built nearly two dozen warehouses there, the largest one in Kothur in Telangana.

The company also localized its fulfillment platform in India by introducing Easy Ship and Seller Flex. With the former, Amazon couriers pick up packaged goods from a seller’s place of business and deliver them to consumers. With the latter, vendors designate a section of their own warehouses for products to be sold on Amazon.in, and Amazon coordinates the delivery logistics. This “neighborhood” approach is convenient for sellers and has benefited Amazon by speeding up delivery of some products.

Amazon has contracts with a number of major delivery services in the country, including India Post and cargo airline Blue Dart. Last year it set up a subsidiary, Amazon Transportation Services Private Limited, to augment delivery. And it utilizes bicycle and motorbike couriers for last-mile deliveries in both urban and rural communities. But rural areas, which often are literally off the beaten path, pose special challenges.

India is liberally peppered with small shops — more than 14 million of them, the overwhelming majority smaller than 600 square feet. These so-called mom-and-pop stores typically feature high prices and limited inventories, but in many rural communities they are the only game in town. The government’s FDI restrictions are designed in part to protect these convenience-store owners. When Amazon.in debuted, many Indians feared the online behemoth would put them out of business.

Instead, Amazon has enlisted mom-and-pop store owners as partners in its delivery platform. In small villages and remote areas where few people have internet access, residents can go to their local store and use the owner’s internet connection to browse and select goods from Amazon.in. Store owners record their orders, alert customers when their products are delivered to the store, collect the cash payment, and pass along the money — minus a handling fee — to Amazon. The arrangement neatly circumvents the problem of conducting e-commerce in a cash economy. And store owners report increased sales of their own while customers are on-site.

From product to delivery, Amazon has reinvented its ecosystem to address the challenges it has faced conducting an e-commerce enterprise in India. This past June, Amazon committed another $3 billion to its India operations, demonstrating continued faith in the “huge potential of the Indian market.” Its funding and efforts are outpacing those of its competitors, including Flipkart and Snapdeal. That’s because there is a lot at stake. A recent Google/A.T. Kearney study predicts online retailing in India will expand to 175 million shoppers — three times the current number — by 2020. E-commerce is widely expected to exceed $100 billion by that same year. Morgan Stanley Research estimates the number could rise to $137 billion. And given that mobile wallets already outnumber credit cards and are increasing in popularity, the stakes could be even higher.

20 Jul 17:27

Matter: Updated Brain Map Identifies Nearly 100 New Regions

by CARL ZIMMER
Data from 1,200 brain scans performed as part of the Human Connectome Project allowed researchers to unveil the brain’s hidden geography.
20 Jul 17:24

How to Jailbreak Your Kindle

by Thorin Klosowski

Last week we learned you can jailbreak every current model of Kindle. Even better, while the process is a bit time-consuming, it’s also pretty easy to do. The end result is a Kindle that’s a little more pleasurable to use. Here’s how to do it.

Read more...

20 Jul 17:06

Forget Nintendo, 'Pokémon Go' could be worth billions of dollars to Apple

by Jason Abbruzzese
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We already know that Pokémon Go has caught the attention of the business world, with the value of Nintendo more than doubling thanks to its interest in the game. 

It doesn't stop there. 

The app could be worth a Wailord-sized $3 billion in revenue to Apple, thanks to the cut of any money the company takes from companies that operate in its app store.

That is according to analyst Laura Martin at investment bank Needham & Co, who said in a note on Wednesday that Apple has even more Pokémon upside than Nintendo, especially if the game spawns a series of successful copycats.

"We think AAPL’s near-term economics are better than Nintendo’s, with lower risk because its upside is not tied to a single mobile game property," she wrote. Read more...

More about Gaming, Business, Ios, Pokemon Go, and Apple
20 Jul 17:06

How to Boost Slow Product Adoption After Onboarding

by Kevin Garcia

Onboarding is a crucial time to provide the training and resources that customers need to make the most out of your product. While many customers might be able to quickly ramp up after onboarding, there are some customers that are slow to adopt the features needed to achieve first value.

turtles

If you are seeing slow product adoption with your customers, here are a few ways to help turn things around:

Informed Customer Communication

The way customers engage with your product is constantly changing, even right after onboarding. The key is understanding whether their new pattern is still appropriate for their business goals.

For example, a customer might have each team member manage a specific function within your product. In this case, you should not focus on individual feature adoption as a metric of success. Instead, you should focus on daily usage and how each team member is driving value. To do this, you will need to know what’s going on behind the customer wall and use what you learn to drive informed customer communications. Without a solid understanding of product consumption at the account and user level, it is very difficult to speed up adoption.

Managing Larger Issues

presentation

Let’s assume the consumption data shows that you have a larger adoption issue. Make sure to figure out the specific reason and the scope so you can develop a focused action plan.

If the problem is lack of customer training, get proactive and schedule more training time with the specific individuals affected. By only training specific users, you are being respectful of the team’s time and are able to run a more personalized training.

If the problem is lack of feature awareness or functionalities within the product, arrange an outbound communication or training that shows the customer how they can solve other business needs with your product. Oftentimes, other customers are equally unaware, so building a scalable program around these kinds of initiatives is very valuable.

Make Sure to Follow Up

meeting

Don’t expect one phone call or an extra training to solve product adoption overnight. You should be monitoring your customer’s progress over time and reaching out with additional support and resources throughout their customer journey. Finding first value will help motivate them to use the product more, but it is up to your team to ensure they keep finding value over time.


If your current process for customer monitoring, training, and follow-up is overwhelming, Totango can help your team focus and prioritize the work with robust customer monitoring and automated tasks and programs. Request a demo today!

20 Jul 17:02

Keeping Your Business Blog In Style

by Melanie Green

Trends come and trends go. This is the hard truth for not only the fashion or entertainment industry, but also for privately-owned businesses and industries. It is always important to make sure that your local business is following the current trends, both in quality and design. With the internet revolution and growth of social media, businesses now have an easier time to promote their industry online to new customers. Every company should therefore have a website or a blog where they can promote their services or products, but it is also important to always update your company’s site so that it looks appealing and interesting to the viewer. Here are a few signs of when your company might be out of date and in need of an update:

1. Design is the key to success, and a good blog must be both easy on the eyes and in the instructions. Therefore, a template that looks like it has not been changed for over 10 years might be unappealing to potential buyers. If that is your case, then it might be a good idea to look at different websites and their layouts for inspiration and update your blog so that it is both visually striking, informal, and easy to follow. Choose a font that is easy and fun to read and also make sure to personalize your business blog with different images that relate to your business. Good images of your different services or products can enhance the credit of both your site and your company, and the customer will get a better idea of your company’s values and offers. Personalized images will also give your business more personality and make it more memorable. So, make sure that it stands out!

2. Take it easy with the keywords! Much like how you would not over-accessorize in real life, make sure not to add too many keywords as accessories on your site. Think of it as more is less. Having a lot of keywords is a trend that is slowly dying out, and instead, modern bloggers today focus instead on the quality of their content.

3. Update your blog with enough metadata. A good example of metadata is the categorization of all articles that happens on different news websites or information pages. Metadata makes monitoring, interpretation, searching and sorting, much easier and more efficient, and one of the most common applications of metadata is used in the document heads to provide answers, such as document author, name, title, identity, edition and date. If you are looking to update your business blog, add more metadata so that the user can get better search results, and more information on your business.