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....

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...

Forget the Crystal Ball: Future-Proof Your Business Using Your  AQ                        By Desiree Grace, Special Projects Consultant   Does anybody out there have a crystal ball? A tried-and-true way of forecasting the future? In the movies, a fortune-teller always sees the future using a crystal ball. With the numerous changes on the horizon, especially after the election, we recognize there are also changes we cannot see. In the supply chain, both manufacturer and distributor and rep agents are watching carefully to see what our new president and his team do. One thing we know is that as organizations and professionals, we need to try our best to prepare.   One way to plan is to build your Adaptability Quotient, aka your “AQ.” What the heck is AQ? Well, it’s a form of intelligence, part of a three-legged stool, along with IQ (general intelligence) and EQ (emotional intelligence). It is the ability to...

Building on the Skills of Inside Sales Staff After conducting dozens of distributor Voice of the Customer surveys and interviewing their key customer contacts, I have discovered one eye-opening discovery. Customers place a high value on inside sales – perhaps higher than most believe. I can still remember the words of a VP of Engineering for a mid-sized OEM: “Tell your client this, despite our primary salesperson’s personality and product knowledge, we depend on the quick answers and problem-solving skills that come from [their inside salesperson] Scott.”    Comments like this reinforce the words of one of my colleagues many years ago. “A good outside sales guy makes the phone ring, and a good inside salesperson keeps it ringing.” In an age of instant gratification, with overflowing product information on the internet, e-commerce everywhere, and customers dealing with a fast-paced work schedule, the necessity for a strong inside sales presence has only increased.   For cl...

RHC Marketing Moment: Greenwashing Many of you may remember Tom Sawyer tricking his friends into whitewashing Aunt Polly’s fence. This canny trickery is still seen today, only it’s “greenwashing” instead of whitewashing. In Tom’s case, he fooled his friends into doing the work for him. With greenwashing, companies claim they are “green” or engaging in environmentally responsible behavior to gain favor with existing or new customers. This is often a case of all style and no substance or, as a good friend says, all sizzle and no steak. The danger of slapping a green label or purporting to be green is that it’s easy for your trickery to be exposed. Being environmentally sustainable and green can mean many things, but be sure you are doing some or all of the best practices from this list: • Recycling • Reducing paper and packaging • Switching to renewable energy sources • Using energy-efficient lighting • Conserving water • Purchasing sustainable products • Reducing transport...

Many of you are familiar with “Dear John” letters, which are typically sent to a sweetheart serving in the armed forces, breaking off a relationship with their partner back home. In today's modern world, we've taken the initiative to draft a “Dear John” letter addressed to that financial person at corporate, the one responsible for calculating and distributing bonuses. Dear John, I hope this finds you well, and I hope in time we can be friends, but I’ll get straight to the point. This relationship isn’t working any longer. A guy cannot expect a girl to wait around forever for a bonus. The fiscal year ended back in December. It’s April, and I still haven’t received so much as a statement from you. You’ve been so opaque. I may not have a degree in Math, but I can balance my checkbook. Surely, by now, you know the numbers and the results! It was bad enough when I couldn’t figure out the exact math and bonus structure. What’s worse is you are dragging your feet while I hear throug...