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Will You Add? - Influence Mapping - How to Sell to Corporates
When I first started using QuickBooks, I was very confused about Items, and didn't really get what they did. I understood the concept of Inventory Items, but the other types of Items made little sense to me.And on many of the accounting forums I post to, I see that others are confused about Items as well. Take this statement, recently posted on the quickbooksgroups.com forum by somebody looking for help with Items:I am trying to find out what the fundamental difference is between "expenses" and "items".As you probably already know, on
Is there any more effective advertising and marketing methods than to get your competition to refer business to you? Of course not. It's innovative. It's free advertising. It's Guerrilla Marketing. Jay Conrad Levinson would be impressed.But is this possible? Will a competitor, in any case, refer business to you? A competitor would, in certain situations.The best way to show this is with an example.A few years back I was an insurance broker working for a brokerage that specialized in providing auto insurance for "high risk" drivers; that is, a
INTRODUCTION
We have all worked in large organisations and the larger they are, the more a knowledge of the internal politics and unofficial communications systems is of value in surviving and making progress.
For people outside the organisation who are trying to get things done within the organisation, the situation is twice as bad because they not only have to figure out the official hierarchy and communication channels, but also the unofficial ones.
Most good sales people develop an instinct for how to learn the politics of a client organisation, but once they get beyond a certain size it is very difficult to be properly effective unless you practically live in the client organisation and this is particularly so if your interaction with the client needs to be of a complex or widespread nature.In the 1960s IBM came up against this problem in a big way in trying to sell their large computer systems into large organisations, w
There's just something about hitting the open road that appeals to many. For some, the allure is so strong they make it their careers. And, with plenty of good reasons beyond the fun, too. Trucking is a fantastic career choice and even a great personal business for just about anyone to get involved in.Truck drivers will cite a number of reasons as to what drove them to the career choice. These include:* Pay. Good, reliable truck drivers are hard to find. Inasmuch, trucking companies tend to pay top dollar for their drivers' time and expertise. This
For people outside the organisation who are trying to get things done within the organisation, the situation is twice as bad because they not only have to figure out the official hierarchy and communication channels, but also the unofficial ones.
Most good sales people develop an instinct for how to learn the politics of a client organisation, but once they get beyond a certain size it is very difficult to be properly effective unless you practically live in the client organisation and this is particularly so if your interaction with the client needs to be of a complex or widespread nature.In the 1960s IBM came up against this problem in a big way in trying to sell their large computer systems into large organisations, w
In our last issue, we gave you a persuasive argument why you need a website to grow your brand. Today we’ll share some key things to consider before designing a site.The very first step in creating a website is to identify the overall purpose of the site. This is important because it will impact the overall structure and mechanics of your site. For example, will the site be predominantly an information sharing vehicle or an e-commerce site? (E-Commerce is a fancy way to say “selling stuff on the internet.”). You may want to start out with an information si
Most good sales people develop an instinct for how to learn the politics of a client organisation, but once they get beyond a certain size it is very difficult to be properly effective unless you practically live in the client organisation and this is particularly so if your interaction with the client needs to be of a complex or widespread nature.In the 1960s IBM came up against this problem in a big way in trying to sell their large computer systems into large organisations, w
One of the quickest ways to increase credibility in your industry or profession is by writing about it. Yes, writing.Writing is inordinately undervalued by professionals in virtually every industry and profession. People who rely exclusively on the truism, "a picture is worth a thousand words," are missing out on vast amounts of business and credibility opportunities, because words are the things that really sell. Whether it’s Web copy or an article, the details are contained in the words. Pictures are nice; words motivate. Words g
When your envelopes aren't opened, you can't make money! Before you can get an order, the recipient of your mailing package must first open the envelope. Unfortunately, many recipients of direct mail simply discard the material without opening the envelope.Because of the high costs of printing, envelopes, and postage, your mailing package represents a sizable investment. You simply can't afford to make this investment, and then have your sales material discarded in unopened envelopes.With the following methods, you will have a substantial
This is where Influence Mapping was born.
Multi level contact occurs quite naturally between two large organisations that do business together, but IBM was the first to see the value of managing and co-ordinating this interaction rather than just letting it happen and of doing a forensic job of mapping how all the interactions and influences worked. In particular they became masters at managing the interface between the techies, who understood the product and the management who did not, but had the decision making responsibility.
The legend that "You never get fired for buying IBM" was one of the bits of marketing genius that came out of this an
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