Marketing Moments are brought to you by River Heights Consulting. An occasional offering by RHC designed to educate and inspire our readers about Marketing and Related Topics. Search Listening may be a new term to some of you, so let’s answer the question “What is it?”  Search listening is the process of using search data (usually Google data but whatever search engine is most popular in your country is best) for customer research. 1. Analyzing the searches and trends happening around your brand and your industry as a whole, and using the insights to make better marketing decisions.  2. Monitoring and analyzing what people search for online to identify trends, understand audience wants or needs, and create related content. 3. Gaining customer insight by monitoring Google searches for specific keywords, topics, competitors, or industries. 4. Understanding what people are saying about brands and markets and the questions they are asking. Why should you care?  1. ...

Israel and Hamas, Trump and Xi—we are surrounded by examples of Negotiations, both good and bad. Whether it’s geopolitical, life-saving measures, real estate transactions, or simply business, there are ways to negotiate that don’t burn bridges or result in image problems. Let’s discuss before, during, and after the negotiations, and how you can plan for success. Before we start, though, let’s talk about WHY you negotiate. Sometimes the situation is crystal clear. Negotiating pricing, closing costs, and closing dates are part of the process when buying a house. Sometimes you are faced with a situation where you SHOULD negotiate, or COULD negotiate, but don’t. We are often conditioned to accept business practices at face value because they have become institutionalized. Past practices do not mean you can’t negotiate and improve your situation. You have a responsibility to yourself and your organization to negotiate.  For example, conversations with distributors and their supply par...

For New Salespeople, it all starts with a phone call. Many new salespeople in distribution are tempted to skip introductory phone calls in their efforts to contact new accounts.  After many one-on-one sessions with these new sellers, I have concluded that sending emails and/or LinkedIn messages to potential new customers feels less daunting, less intrusive, and overall, less stressful than picking up the phone and making a real-live telephone call. Sadly, the plan rarely, if ever, works.   To better understand why this is the case, allow me to share a brief, but typical story. During the 30 minutes I devoted to outlining this article, I received over 39 emails, not counting those that were automatically diverted to the spam folder. Most of the messages were from people I do not know. Messages that had even the slightest sniff of sales were sent spiraling downward to the electronic version email hades. The email settings of busy plant managers, engineers, maintenance mana...

We are well into January which means many of you have given up on your personal resolutions.  And maybe you gave up on your professional ones as well, but I have a feeling you didn't make any!   Wait, did I touch on a nerve there?  Never fear, I have some questions you can ask yourself to give you a jump on 2025.  Much like like we did during and after the Pandemic, we continue to pivot in the face of adversity.  Only instead of COVID-19, we're working with devastating weather patterns and political polarization along with past troubles like chain issues, rising labor costs, and general price increases. The way you adapt is the key to your success. So here they are, Top 10 Distributor Questions that Demand Answers in 2025: 1. What can we do this year to provide even greater value and service to our customers? 2. How can we strengthen our customer relationships today to make it harder for competitors to take our business? 3. What new strategies or offer...

Unexpected Sales Wisdom from the Words of Dr. Martin Luther King, Jr. Salespeople can find great reminders not only from trainers but also in the words of leaders from all walks of life. As we celebrate the life of Dr. Martin Luther King, Jr., it may be interesting to examine some of his thoughts and how they apply to sellers. While Dr. King primarily focused on religion and civil rights, his wisdom offers some profound insights into other aspects of our lives. Let’s explore four of Dr. King's quotes and think about how they might inspire us to be better sales professionals. "Faith is taking the first step even when you don't see the whole staircase." Sales, especially for the new seller, requires stepping into the unknown. Whether you're reaching out to a new prospect, entering an unfamiliar market, or doing a first-time “no selling” interview, you may not always have a clear view of how things will unfold. Dr. King's words remind us that success begins w...

We know most New Year’s Resolutions lapse, collapse, and gather dust.  They would fail my grandmother’s white glove test for thoroughness. What if you could be different? Part of the failure behind most resolutions is that they lack a plan to hold yourself or your team accountable. Meeting goals, such as increasing sales, requires consistent monitoring. You need to watch both leading and lagging indicators and correct the course as needed. If you don’t consistently monitor your progress, a lag or lapse becomes the new normal like the dust bunnies behind the couch. So, what is an aspiring sales manager to do? True confession: I am NOT a fan of the old saw “Beatings will continue until morale improves.” You cannot achieve long-term results or employee longevity with that approach. However, a completely hands-off method will also guarantee that you miss your goals. People need to know you are cheering for them, removing obstacles, adding needed support, and, most importantly, inspect...