When you're in a business-to-business (B2B) company, you're not just selling to your users. Often, your users and your decision makers are completely different people. And not every user has the skills to manage up, even if they do really want to use your product or service. Here's why you need to help your B2B prospects get to yes—and a few ways to do it. >>
When it comes to building an employee referral program, it can be easy to reach into the pocket for some cash bonuses. But getting more creative can pay off big. Here's why. >>
Intelligence is so closely linked to how we value ourselves, that it's difficult to remember there's different ways of learning and doing and exploring the world. With graduation season upon us, it's important to note that the transition from book smarts to street smarts isn't always smooth. >>
Social media is like the Force: it connects us, binds us, and holds our (relative) universes together. No matter how we use it, though, we're selling. Whether it's to craft the "perfect" life, hire new talent, or promote our companies, social media is the new form of the cold call.
Creatively called "social selling," the practice rapidly blurs the lines between sales and marketing. Traditional reps scoff and say, "Twitter? That's not my job!"
Guess what? It is.
Technobabble. It happens to the best of us. Chip and Dan Heath refer to this as the "Curse of Knowledge," what happens when we know so much that we cease to make sense when we explain things to others. Taking completely alien vocabulary and industry jargon and turning it into plain and simple English is difficult, but not impossible. Translating technical information into plain, understandable concepts is a skill any marketer can (and should) learn. >>