Web-based values that are incongruous with corporate giants include socially responsible (even philanthropic) and fair-minded ethics versus disingenuous and, oftentimes, self-serving values and behaviors of CxOs and general management teams. How to re-invent? I admire the chief executives profiled in Fortune’s September 2010 issue, “Secrets of an undercover boss.” The CEOs with Chiquita, DIRECTV, Great [...]
How to Market Professional Services and Grow Sales
It's all about smart, compelling communications and "closing the loop."
Create a memorable email cover letter, spot-on meeting agenda, and innovative proposal. Make sure you understand your client’s wants and needs. Summarize what you think you know and ask for confirmation. Then under-promise and over-deliver. Most important, when the project is complete, stay in touch. It’s far easier to secure add-on work than convert a cold call into a closed sale.
Brand Building through Closed-Loop Marketing and PR
A brand is the emotional shortcut between an organization and its clients.
It is critical to know and communicate to clients the emotional and rational connection you want them to make with your firm. Reinforcing your brand through clear and effective marketing communications and packaging is essential. “Solution branding” will help reinforce the idea of a business partnership with both clients and prospects.
