When the Heat Is On, Only the Cool Brands Survive Staying Top of Mind with the Evoked Set The Evoked Set (aka the Consideration Set) is that short list of brands someone immediately thinks of when they need a product in a particular category. For example: It’s hotter than Hades in your warehouse, and you need fans. Right now. Boom! Enter Big Ass Fans. That’s my Evoked Set. If you press me, I might recall Hunter or Epic Fans, but I’m reaching. The point is, when someone has a problem to solve, especially under pressure, they go with brands they know, trust, and remember. Price? Secondary. Availability and quality? Top of mind. No, this isn’t a sponsored post. It’s a brand awareness lesson . People are decision-making machines, and they want to be efficient. That’s why smart companies invest in brand-building marketing,  to earn their spot in that Evoked Set. If you're selling fans, fuses, or fire extinguishers, your goal is the same: Be one of the top 1–3 brands your custo...

The Sales Gold Rush: Digging Beyond the Easy Wins By Desiree Grace Are you struggling to hit your goals? Is the mid-year review giving you that sinking feeling? If so, it’s time to dig deeper—because there’s still gold in them thar hills. But you’ve got to put in the work to uncover it. Start by prospecting for new customers. If that sounds obvious, it's because it is—but if it were easy, everyone would be doing it. So, work smart. Ask yourself: which customers are currently winning with you? Who genuinely appreciates what you bring to the table? Find more just like them. For example, if industrial contractors are a stronghold in your portfolio, seek out similar prospects—like other industrial firms or large commercial contractors. Leverage your strengths and replicate your past successes. Next, mine your existing customer base. Are you maximizing your current relationships? What product categories aren’t moving that should be? If something’s not selling, find out why. ...

The Power of Naming Plays (and People) Right:  Win by Choosing the Right Words By Desiree Grace Once upon a time, a newly minted VP of Sales had the brilliant idea of evaluating rep agents consistently, fairly, and data-driven. Sounds reasonable, right? Yes, and also no. The concept was solid. The execution? Not so much. Armed with an impressive academic background, our well-intentioned VP dubbed the evaluation tool a Report Card . Cue the cringing. Thankfully, her team didn’t hold back. “ Report Card makes it sound like we’re treating our reps like children.” “It feels condescending and not at all collaborative.” “C’mon, boss, these are grown men we’re working with. How about calling it a Scorecard instead?” And just like that, collaboration saved the day. The tool was rebranded as a Scorecard , a much more team-oriented, grown-up term. Even better, the process became mutual. The rep agents were measured against clear metrics, and in turn, they evaluated th...

Marketing With a Blueprint, Not a Blindfold A River Heights Consulting Marketing Moment By Desiree Grace In today’s fast-paced digital world, a rock-solid marketing content strategy is essential to connect with your audience, leave a lasting impression, and drive meaningful results. Think of it as your blueprint for telling your brand’s story in a way that sticks.   Wait… What Exactly Is a Marketing Content Strategy? It’s your plan for creating, managing, and sharing content that aligns with your business goals. Whether you're aiming for brand awareness, lead generation, or customer retention, it all boils down to understanding your audience and delivering content that hits the mark.   6 Ways to Nail Your Content Strategy 1. Set Clear Goals Start with the end in mind. More visibility? More qualified leads? More loyal customers? Whatever your goal, defining it up front keeps your strategy on track. Make them SMART: Specific, Measurable, Attainable, Relevant, and...

From Passenger to Pilot: Own Your Career with SMART Goals ! By Desiree Grace Last week we talked about SMART goals. But now it's time to look at things from the perspective of the salesperson. Salespeople, it’s that time of year again, the mid-year review. Like any good traveler, preparation is everything. And when it comes to your career, you need to be SMART. Think of it like this: if you’ve ever spent a night in an airport hotel without your luggage, you’ve probably learned to stash a toothbrush, toothpaste, and a clean t-shirt in your backpack. The same logic applies to your performance review, except your backpack is full of data, accomplishments, and SMART goals. Step 1: Preparation is a Year-Round Activity Mid-year reviews shouldn’t sneak up on you like turbulence over Chicago. You prepare all year long. How? Save the wins. Every large order, every glowing customer email or thank-you text? File it away. Keep a running record on your desktop so you're ready when revi...

Over the last few years, I have been asked to put some of my articles out in podcast format.  I think mid-year planning is super important so I created this short podcast for you to check out. Game Changing Half-Time Strategies Podcast

SMART Goals: Your Mid-Year Reality Check By Desiree Grace You don’t need to be Einstein or Stephen Hawking to succeed in sales. What you do need is planning, discipline, and a little vigilance. Is this some scientific breakthrough? A new AI tool? Nope, it’s as basic as 1+1=2. Creating SMART goals and tracking your progress is the tried-and-true formula for breakthrough results. As we hit the mid-point of the year, it’s time for a little self-inventory. Are your goals still on track? Is your team performing as expected? Let’s start with the foundation, the goals themselves. They must be SMART: Specific Measurable Attainable Relevant Time-Bound If your goals are missing any of these five elements, it’s time for a rewrite. Consider this example: Vague goal: “Increase cross-selling.” Not bad, but not necessarily  SMART .   SMART goal: “Increase product categories sold by at least two categories with your top 10 customers by the end of fiscal year 2025. Each new...