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Tools of the Trade: When Promotion Beats Advertising

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Tools of the Trade: When Promotion Beats Advertising By Desiree Grace Sometimes you need a hammer, sometimes you need a mallet. Sometimes you need a crowbar, and other times a pry bar is the right tool for the job. This holds for the marketing trade. You need the right tools for the job. In the case of good marketing, sometimes Sales Promotion is the best tool. Sales Promotion is an incentive used to motivate action. Your target could be end-users, the channel, aka distribution, or it could be business buyers, like the MRO buyer or government procurement gal. Whichever target market you choose, Sales Promotion is gaining in popularity because it is easily measured and is a great way to stand out from the competition. It can also increase the perceived value of your products and services, as well as add value to your channel. I like Sales Promotion because you can put together a strategy and execute it quickly, as compared to traditional Advertising. Also, you can undermine a ...
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12 Ways to Win Distributor Mindshare (Even If You're the Smallest Vendor)

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12 Ways to Win Distributor Mindshare (Even If You're the Smallest Vendor)  By Desiree Grace You are number 47, and they’re now serving number three. The big idea: Experience dictates that the typical distributor manager has time to manage between 5-7 supplier-partner relationships effectively. These management duties typically involve such tasks as ensuring proper sales activities and engagement, continual oversight of sales volumes, promotional activities, and participation in supplier-partner initiatives.    Typically, the 5-7 lines receiving support are the largest suppliers to their organization.   This creates a daunting task for smaller manufacturers or those just launching in the market. Further, this situation is known and appreciated by most progressive distributors, however, the time constraints outweigh the concern. A few have assigned duties for championing the cause of new products/technologies to category managers, specialists, or, in some instances, s...
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Marketing’s Makeover: From Fluff to Facts

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Marketing’s Makeover: From Fluff to Facts By Desiree Grace She’s got a bad reputation. Marketing—she’s a party girl. Golf outings, customer appreciation events, expensive meals at trade shows—when the economy gets rough, she’s the first thing to go. But much like the cheerleader with a perfect GPA, there IS more to Marketing than meets the eye. Done right, it’s not just entertainment and good times. Effective marketing involves discipline and hard work that is measurable. Let’s discuss Marketing Key Performance Indicators (KPIs). These are metrics that demonstrate results and return on investment. There is some rigor underneath all that fluff and fast talk. To understand the impact of your work, you must assess the outcomes of your strategy and optimize your programs and campaigns accordingly. This can include channel-specific marketing activities if you’re a manufacturer selling through distribution. Some good basics you can and should measure include the following: 1.  ...
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Book Excerpt: The Outside Sales Villain

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This isn’t your typical, feel-good sales book. This is war—and you're either closing deals or getting closed. Victor Kane isn’t just a master manipulator; he’s a predator in a tailored suit, someone who enjoys the psychological destruction he leaves behind: The office smelled of fear. Victor Kane could always tell. It had a different scent than sweat—thicker, almost metallic. Desperation was the same in every language, and tonight, it was rolling off Jerry Finch in waves. Victor smiled. Slow. Calculated. Like a snake tasting the air before the strike. Across the desk, Finch gripped the pen like it was the last thing tethering him to reality. His eyes darted between the contract and the clock on the wall, like time itself could save him. Victor let him have his illusions. They made the fall even sweeter. “I just… I need to think about it,” Finch stammered. Victor exhaled slowly, shaking his head with the kind of deep, practiced disappointment that could make anyone crumb...
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Your Website Looks Great, But Does It Work?

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RHC Marketing Moment: Back to Basics- Your B2B Website Looks Great But Does it Work? By Desiree Grace, Special Projects Consultant Your graphics are fabulous, your people look clever, and the new logo is smart, BUT, are you functional? We see a lot of websites that look great but don’t have a solid foundation. One example of critical importance is a solid cross-reference. Many companies hesitate to put a cross-reference on their website. They fear the competition will use it, they fear if the cross isn’t perfect, it will irritate customers. Newsflash—the competition has already figured out how to cross your products and the customers are more irritated if they cannot self-service a basic requirement such as a cross-reference. You can and should use a disclaimer that the reference is form, fit, and function equal, or, if there’s a doubt, offer to send a sample or a salesperson. Viola! A sales lead! A well-done, efficient cross-reference will save your people and your customers time....
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From Skeptic to Supporter: How an Industry Association Won Over Our CFO

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Why Join an Industry Association? By Desiree Grace The Benefits and Opportunities of Membership—a conversation between the CFO and CCO. CFO Mr. Skinflint said, “I think we can cut these association dues. It’s expensive and I don’t really see the benefit.” CCO Ms. Savvy responded, “The benefits to our organization and our people are numerous. I know you have not been to an event or conference, so let me tell you about the many benefits. “ Introduction It is competitive out there--companies and professionals are continually seeking avenues to enhance their skills, expand their networks, and stay abreast of industry developments. One powerful way to achieve these goals is by joining an industry association. These organizations provide a wealth of resources and opportunities that can significantly impact both personal and professional growth. The association can help us do these things that we cannot afford to do solo.  Networking Opportunities Building Connections One of the main bene...
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