by Catherine Brown, President
As the year has progressed, I have added more and more newsletters and blogs I want to read to my list of “to dos.” I find that there are quite a few good sales and marketing consultants whose regular communication I like to follow. I recently reread Mary Sullivan’s article Maintaining Sales Momentum in a Recession- or Whatever This Is. Her five principles are timeless and timely:
a. Narrow your target markets
b. Rethink pricing
c. Fine tune your messaging
d. Engage your customers
e. Focus on existing customers
If we could do these all the time! I have had recent success with number 1 that I thought I’d share. Since September 2008, we have been reaching out to companies to whom we have spoken over the last year and a half or so, writing individual letters, notes, and calling them individually. I have been reminded (and admittedly a little amazed at) what a focused approach really does. We are taking our own advice and it works! Initial Call has recently begun work with a couple of companies that we have talked to for a long time. Timing is everything. It wasn’t the right time before but now it is. I hope you have a happy new year; we are excited for January!
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