IN DEFENSE OF SALESPEOPLE.

Sales may not be on your resume, but it’s part of every marketer’s job. I came to a couple of conclusions early in my career that have served me well. We’re all selling something. The best salespeople solve problems. Salespeople get a bad rap. They’re punch lines, the butt of jokes, and typically reduced to […]

Having the ROI conversation before it’s too late.

As a marketing firm, we’re often asked to demonstrate ROI. And we should be. Our clients need to know that their marketing dollars are having a positive impact. But showing a clear return on investment is a team effort—a nimble dance between agency and client. Unfortunately, the ROI conversation often occurs way too late in […]

How to do training that actually works (and creates revenue).

Over and over, dealers in the kitchen & bath industry express the need for quality training materials. Similar to a sales-and-marketing mindset, training materials must be engaging. And no matter what format they were commenting about, dealers agree that boring, confusing, or incomplete material is not helpful and therefore altogether unnecessary. Moreover, outdated materials created […]

Five things to know before creating your new training program.

Training helps professionals become better communicators, more effective managers, or more profitable salespeople. Training is the connection between your people, your products, and your customers that ensures a return on time and financial investment. Training is marketing. It is an extension of your brand. And it is critical to your success.

Training means revenue for brands.

Training helps professionals become better communicators, more effective managers, or more profitable salespeople. Training ensures a return on time and financial investment as it links your people, your products, and your customers together.

Product training: The critical job that (almost) nobody is doing.

We produce a fair amount of technical work that’s used by our clients to inform dealers how to sell, install, and maintain all kinds of products. But even with pieces written and designed to communicate the right information in an engaging way, it doesn’t mean the brand can sit back and watch the sales roll […]

Product launches? Actually, they really are a lot like rocket science.

There’s a saying that most products launch like a rocket and drop like a rock. The comparison of product launches to rocket science, well, it’s kind of a no brainer. You’ve got the hours upon hours of research and hard work. The passion and anticipation, with equal doses of hand wringing and worrying. All the […]

Already stressed out about KBIS?

Here are a few thoughts on getting the most out of the show that never ends. KBIS is five months away, and already every social media feed is flooded with #KBIS2018. What is a weary marketer to do in the current state of “always on” marketing? There isn’t much you can do to slow down […]