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Why your B2B business is now B2C

Why your B2B business is now B2C

Let me share a story about a B2B company that failed to think like a B2C. Years ago when I started my first managerial position as a marketer at a bootstrapped startup, I was seeking a promo company that could produce all the swag, clothes, and random goodies we’d...

How to Avoid Marketing Nearsightedness

How to Avoid Marketing Nearsightedness

A few months ago, I wrote an article for this column titled “How (and When) Manufacturers Can Measure Marketing ROI”. This one is its much less beloved (but equally important) counterpart. First, a little context… The insanely fast acceleration of information...

How to Set Your Sales Goals for 2021

How to Set Your Sales Goals for 2021

This year certainly has had its challenges, personal or professional. But whether your company surpassed its sales goals or it struggled to stay afloat, you still need to figure out some way to set your sales goals for 2021. Review Your Long-term Plan You may want to...

Double-Digit High

Double-Digit High

The situation A few weeks ago, a quote request arrived for a new product.  It had high volumes, and it was an excellent fit for your facility. You ran it through your estimating program, submitted your price, and then you got the dreaded call.  The buyer told you,...

A Tale of Two Cars: Customer Service Matters

A Tale of Two Cars: Customer Service Matters

Our family recently decided that I needed to trade in our two cars. One car was mine, the other was my wife’s; both were getting high in miles. I purchased two different types of cars from two separate dealerships. Though I purchased a good car from each dealer, my...

The Three Key Things for an Old-Fashioned Sale

The Three Key Things for an Old-Fashioned Sale

I often find inspiration for business and life lessons in my everyday surroundings. For example, I have a cabin in northwestern Wisconsin. It’s a great retreat for my family because the area is both beautiful and quiet, and the fall colors were amazing this past...

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