News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Jake Jacobson, vice president of sales, Premier Window & Building / REMODELING / July 15, 2013
Plenty of people offer plenty of theories about what exactly selling is. Here’s my theory: Selling is about persuading someone to make a decision.
Trying to sell a job in one call isn’t easy. You’re there to get a decision, and it’s human nature to procrastinate. The bigger the decision, the more likely prospects are to put it off.
The sales process itself sets you up for this. If you’re selling the way you should be, you’re asking a lot of open-ended questions. You reach the end of your presentation and move to close. Now you’re asking a question that’s not open-ended but requiresRead More
Brendan Cournoyer / Content Marketing Institute / June 20, 2013
During a recent content marketing event in Boston, a panel member posed the following question to the audience: “How many of you believe revenue is the ultimate goal of marketing?”
While a number of hands flew up immediately, I was shocked by how many in the crowd remained motionless in their chairs (and as it turned out, so were the panelists). After all, if your marketing isn’t primarily geared toward increasing sales for your company, then what’s the point, right?Read More
Most marketers sit down every year to come up with a marketing forecast. Usually it’s used to justify budgets and to allocate resources for the coming accounting period.
But as sales cycles become increasingly complex, with better analytics at every stage, the marketing forecast can also be used to prove marketing’s overall value to the bottom line.
In this context, it’s crucial to differentiate between the marketing forecast (which predicts the impact and value of marketing activities) and the short-term sales forecast (which predicts the dollar value of sales in a
Jim Cory / REMODELING / May 14, 2013
Confident selling sends a strong message that your company will deliver value
“You love what you do,” Mark Hunter told his audience at the Remodeling Leadership Conference on May 10. “But you’re [often] not comfortable selling it.”
Remodelers, Hunter points out, are often people who come from building or design and are, typically, uninterested in sales. But here’s where the profit outcome begins to take shape: Selling well requires using what you know to take charge of that sales conversation. “We can make great money,” Hunter says, “when we sell what we do well.”
Chris Treadaway / Polygraph Media Blog / May 8, 2013
Quick update today — the “data proliferation problem” is just a theme I’ve heard from a lot of conversations recently.
A fellow “data” startup CEO mentioned to me the other day that he lamented just how hard it is to sell “data” and “data services” to people in brands and the enterprise. Marketing departments have millions of dollars to spend on print advertising that they know does not work… but a modest $100,000 investment to help people understand their data opportunity requires significant explanation and isRead More