Right FIT Newsletter #156 – Eliminate should, Marketing or sales, Holiday cheer

Sales and marketing Newsletter

Quick notes to help you get more sales and marketing done in less time. . . next week.

In this issue:

– Techniques for FIT
Being Human
– Random Stuff

Techniques for FIT

  • Recall a task you just completed where results weren’t as expected. As you tell the story to yourself again, remove the word “should” and reconsider what you just achieved. I find it makes a difference in perception.
  • Eliminate some item in your life that you’ve decided to “just live with.” I watched an episode of Marie Kondo tidying up on Netflix and she suggests we thank the item for it’s service and give it away. I like that. Get rid of those little irritants.
  • Everyone has “one of those days.” Sometimes a whole division or even a whole company has one and gets stressed. Next time remind everyone “You know what they say. . . it’s always darkest before everything falls apart.”
  • Trust is equal parts ability, reliability, and willingness to share. Magnified by self-interests – theirs vs. ours. Check your self-interest down as the year begins.

Being Human – Marketing or sales

Where should the emphasis be?

It’s a new year and if you’re like the nice person I just talked to, you may be struggling with where to put the emphasis in your growth plans, on sales or marketing. Specifically, whether or not it makes sense to outsource help for marketing or sales.

To help, I am sharing a slightly updated version of my “Marketing or Sales Focus” graphic:


It’s easy to follow. The Y axis has focus going from low to high. The X axis ranges from emphasizing marketing on the left and sales on the right. Underneath, consider each of the ranking criteria from 1 on the left, to 10 on the right. Then start asking questions.

  • On a scale of 1 to 10, are our customers more price oriented, or resulted oriented?
  • On a scale of 1 to 10, does our customer’s decision process require a few people, or are there multiple people involved?

And so on.

There are a maximum of 60 points on the scale. If you’re in the 40-60 range, emphasize sales training (opportunity development and decision making), if you score under 20, emphasize marketing training (awareness, positioning). The tricky part is when you’re in the middle, 21-39. There are no easy answers but with a few more questions we can make a good decision to lean one way or the other.

It’s the approach I take when troubleshooting growth plans because it speeds up results. Sometimes you need more face-to-face interactions or improved interactions. Sometimes you need to focus on your messaging and getting the word out.

Ultimately, you’ll need to do both, but it works best to lean one way or the other.

Good stuff.

Random Stuff

Best laid plans. . .

The holidays are full of cheer and every once in a while, it’s too full of cheer for one night. I am reminded of this because I go to my phone to send a pic of a scribble to a client and notice something unusual in my photos. A kissy-face selfie. I feel a blush as I look at the timestamp. Monday at 11:52pm. I’m not exactly sure of the plan, but sometimes, “The best laid schemes o’ mice an’ men, Gang aft a-gley.”

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