Posts Tagged ‘Selling Skill’
Phases Of Convergence Marketing Strategy
March 5th, 2010 | 
Author: In the last posting we explored the first of Rosen’s three phases for convergence marketing. Let’s now look at phases 2 and 3.
Phase 2 Compressing the Sales Cycle
This phase is based on the company’s respect for the potential customer. Rosen calls this ‘nurturing’ the customer, which uses elements of permission marketing. (Never heard of it? You should consider investing in a Marketing Update. Check the Update tab at the top of this page).
Posted in Idea of the Day | 
Tags: Attitude, Book of the Month, Branding, Convergence Marketing, Convergence Model, Corporate Finance, Customer Feedback, groundswell, Investment, Market Needs, Marketing Plan, Marketing Strategy, Product and Service, Sales Person Criteria, Selling Skill, Traditional Business Model | 
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How Convergence Marketing Works ?
One of the key values from the Book of the Month for January, Convergence Marketing, by Richard Rosen, are the original models it contains. Let’s explore one of these where he looks at the differences between the traditional model of advertising and the convergence model. Here is the model.
Rosen explains that the Traditional Model is based on the AIDA principle from the 1960s. AIDA stands for Attention, Interest, Desire, Action, which he has renamed Awareness, Preference, Consideration and Sale for his own purposes.
Posted in Idea of the Day |
Tags: advertizing, Attitude, Book of the Month, Branding, Convergence Marketing, Convergence Model, Corporate Finance, Customer Feedback, groundswell, Investment, Market Needs, Marketing Plan, Marketing Strategy, Product and Service, Sales Person Criteria, Selling Skill, Traditional Business Model |
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Additional Idea For Convergence Marketing
The material for this posting is from Chapter 3 in the book of the month Convergence Marketing. It explains the convergence formula developed by the author, Richard Rosen.
The Best of Brand + the Best of Direct + Sales Powered by Finance = Success
Introduction
‘Today, it is all about respecting the individual. Convergence retains the powerful imagery and messaging of brand advertising while leveraging the motivational techniques of direct marketing and focusing all of it on the goals set by sales. It is powered by a financial model, using the contribution margin of what a customer is expected to be worth in a set period of time. It is about making money fast: it happens in real time with statistics to guide the way; and has the advantage of being a process we can repeat over and over again, as well as proving critical path accountability to the CFO’
Let me ask a silly question. Does your approach to advertising and selling meet these criteria?? If not, you’d better read on.
Posted in Book of the Month |
Tags: Attitude, Behavior, Book of the Month, Branding, Convergence Marketing, Corporate Finance, Customer Feedback, Investment, Market Needs, Marketing Strategy, Product and Service, Sales Person Criteria, Selling Skill |
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Existing Business Functions and their Groundswell Alternatives
Very early in the book Groundswell, the authors tabulate the way in which organizations may have to change to accommodate the groundswell. I give you the table below.
| You already have this business function | Now you can pursue this groundswell objective | How things are different in the groundswell |
| Research
Marketing Sales Support Development |
Listening
Talking Energizing Supporting Embracing |
Ongoing monitoring of your customers’ conversations with each other
Participating in and stimulating two-way conversations your customers have with each other, not just outbound communications with your customers Making it possible for your enthusiastic customers to help sell each other Enabling your customers to support each other Helping your customers to work with each other to come up with ideas to help improve your products and services |
Posted in Idea of the Day |
Tags: blog, Book Review, Business, communication, Community, feedback, groundswell, Information, marketing, Organization, Product and Service, sales, Selling Skill, social networking, staff relations, strategy, technology, Traditional Business, wiki |
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