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CHAPTER ONE - ESTABLISH A STRATEGY
LEADERSHIP
What to Do When You’re Not Steve Jobs
Difference Between a Rut and a Grave
Rewiring Your Inherent Resistance to Change
Beware of Shiny Objects
RESEARCH
Marketing on a Wing and a Prayer
Can Passion Become Poison?
The More You Know: Competitive Intelligence
The Brain Bone’s Attached to the Wallet Bone
The Psychology of Pricing
The Price Is Right
PLANNING
One Team, One Dream
Ensure Your Sales and Marketing Plan Delivers
CHAPTER TWO - EXECUTE YOUR MARKETING STRATEGY
BRAND MANAGEMENT
Marking Your Territory
Speak Up
Richard Branson on Personal Branding
A Calling Card That Speaks Volumes
Marketing from the Heart
TARGET MARKETING
Aim High
The Next-Generation Customer
The Significance of Generational Marketing
Boomers – Rebels With a Cause
X Marks the Spot
The Real Power of Gen Y
Mars and Venus
WEBSITE AND SEARCH MARKETING
Google: Go Mobile or Go Home
Convert Web Traffic to Sales
Are Traditional Websites Dead?
Getting to Page One
Google Gets Inside Our Heads
EMAIL MARKETING
You’ve Got Email
Getting Sophisticated with Email Marketing
Four Steps to Grow Your Prospect Email List
SOCIAL MEDIA MARKETING
Psychology Behind Social Media
Investing in the Right Social Media Network
Social Media: Best of the Rest
Unleashing an Army of Brand Ambassadors
From Monologue to Dialogue
Seven Social Media Missteps to Avoid
Facebook Marketing Strategies
Twitter Marketing Strategies
Seven Twitter Tips You May Be Missing
Top Twitter Turnoffs
Engaging Followers Via LinkedIn Company Page
To Blog or Not to Blog?
Five Best Practices for Leveraging Pinterest
Ten Ways to Attract Pinterest Followers
Instagram Marketing Secrets
Marketing Strategies on Vine
Real-Time Marketing
Online Reputation Could be Killing Your Business
GUERRILLA MARKETING
Guerrilla Tactics – Powerful Weapon in Consumer Warfare
Go Big or Go Home
Miss America and the Mooninites
Ambient Marketing Creates Lasting Impression
Power of Influence
Taking it to the Streets
The Charmin Experience
PUBLIC RELATIONS
Use PR as Weapon Against Competition
PR: Caterpillar or Butterfly?
An Inspired Pitch
Sales: Missing Ingredient in PR
Top Ten PR Pitfalls
PR Crisis: The Intersection of Danger and Opportunity
Southwest Shows Right Model for Surviving Crises
Spokesperson Offers Brands Larger Voice
Drive Sales with a Cause
ADVERTISING
Art and Science of Advertising
How to Adapt to Today’s Visual Culture
Narrowcasting Kills Broadcast Advertising
Psychology Behind Persuasive Headlines
Online Advertising Strategies
Mobile Dependency Energizes Text Advertising
Ad Retargeting May Spoil Gift-Giving Surprise
Hey There! What’s Your Sign?
CHAPTER THREE - EXECUTE YOUR SALES STRATEGY
THE MODERN SALES PROCESS
The Evolution of Consultative Sales
CALL PLANNING AND PREP
Tips for Overcoming Fear of Selling
Get Your Mind Right Before Selling
Success Is All in the Prep
Reaching the Real Decision Maker
Cold Calling Gets a Bad Rap
Cold Feet? How to Avoid Cold-Calling Mistakes
Breaking Through the Voicemail Barrier
Cold Email Mastery, a Click Away from Anyone
The Opportunity in ‘No’
Six Best Practices to Boost Sales Efficiency
BUILDING TRUST AND RAPPORT
Eight-Second Rule of First Impressions
The Secret of Instant Rapport
Building Trust in Sales
The More You Tell, the Less You Sell
Don’t Let Zeal Kill the Sale
EFFECTIVE QUESTIONING
The Power of Questions
How to Ask the Tough Questions
TAILOR-MAKE YOUR PITCH
Mastering the Perfect Pitch
Talk Like TED in Your Sales Pitch
Use Storytelling to Sway Customers
OVERCOMING OBJECTIONS
Techniques for Revealing Hidden Objections
Handling Those Objections
Sure-Fire Ways to Overcome Price Objections
ADVANCING THE SALE
Six Tips for Shortening the Sales Cycle
Be a Seller, Not a Beggar
How to Deal with Prospect Stall Tactics
Follow-up Calls That Close Sales
When Hot Prospects Go Cold
CLOSING THE SALE
Going, Going, Gone
Three Secrets to Closing More Business
Secrets to Embracing Rejection
“Success Is a Lousy Teacher”
Research: Optimists Sell More
EVOLUTION OF SALES ROLE
Changes in Buyer Behavior Critical to Business Survival
How Sales Teams Can Work Themselves Out of a Job
Pre-selling to Connected Buyers
Navigating First Contact with Connected Buyers
UNINTENTIONAL SALESPEOPLE
Perils of Unintentional Salespeople
The Art of Selling Professional Services
GETTING TO KNOW YOUR BUYER
Cultivating Relationships with Distinct Buyer Types
Understand Prospects’ Personalities
Arm Your Sales Team with Buyer Personas
Buying Signals Help Avoid Overselling
Decoding Prospects’ Secret Language
The Silent Sales Killer – Body Language
Boost Sales by Talking Their Talk
Tips for Selling to First-Time Buyers
Persuading CEOs to Buy
NETWORKING
Casting Your Net for Success
Make Memorable Impressions at Networking Events
Master the Business Lunch to Connect
Get LinkedIn to Opportunity
GENERATING REFERRALS
Six Easy Ways to Kick Referral Fears
Stop Asking for Referrals
NEGOTIATING
Stop Bargaining; Start Negotiating
TEN NO-NONSENSE NEGOTIATING STRATEGIES
Five Top Sales Negotiation Mistakes
PITFALLS TO AVOID
Avoid These Seven Deadly Sales Sins
Top Reasons Salespeople Find Failure
Sure-Fire Ways to Kill a Sale
Assumptions That Cost You Sales
Top Five Sales Excuses
SALES CULTURE
Sustained Growth Requires a Selling Culture
Developing a Repeatable Sales Process
RECRUITING AND COMPENSATION
How to Spot Great Sales Talent
Ambiverts Make Sales Rock Stars
Right-Brained Reps in a Left-Brained World
Six Revealing Sales Interview Questions
Use EQ vs. IQ to Recruit Sales Talent
Getting What You Pay For
TRAINING
Are Salespeople Born or Made?
Annual Sales Checkup
Delivering Value to Educated Buyers
Nine Common Sales Team Hurdles
Three Tips for Improving a Struggling Sales Team
CHAPTER FOUR - MEASURE YOUR SALES & MARKETING STRATEGIES
THE KEY TO PREDICTABLE RETURNS
Benefits of a Dashboard in Driving Company Performance
Projecting Sales & Marketing Plan Returns
Sales Measurement Techniques to Move the Needle
The Priorities of the Data-Driven Marketer
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