Why You Need to Pick Up the Phone to Close That Deal

It may seen counterintuitive, but in 2020, email won’t get it done. January 21, 2020 6 min read Opinions expressed by Entrepreneur contributors are their own. Anyone who has ever worked in sales or been an entrepreneur in the B2B space has had this feeling before: You just got off the phone after a great sales call. The prospect seems excited, they’re saying all the right things, you feel strong momentum, you finish your day still energized about this new possible opportunity and yet, somehow, the buyer doesn’t call you back. They stop responding to your emails, and suddenly the opportunity is dead. When a prospect goes silent or a hot sales lead turns cold, most sales people’s first inclination is to email the prospect to check in and ask for next steps. Put it in writing, right? Plus, email makes it easy to follow up multiple times and gives you a […]

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3 Marketing Lessons from Bed Bath & Beyond’s ‘Offline Shopping’ Ad

The retailer’s brick-and-mortar pitch should resonate with all businesses. October 23, 2019 4 min read Opinions expressed by Entrepreneur contributors are their own. I was recently in the market for a new vacuum cleaner and was doing my usual shopping routine — i.e. browsing on Amazon and reading reviews to get more information on the various brands before I made my purchase — when then I happened to catch this Bed Bath & Beyond commercial about “offline shopping.” It inspired me. Instead of just clicking “Buy” and ordering a vacuum online, I decided to head to my local Bed Bath & Beyond store first to actually see the vacuums in real life. I wanted to pick up and handle the vacuums, get a better sense of their weight and overall look and feel. Lots of people assume that brick-and-mortar retail is dead and that e-commerce is taking over everything. It certainly feels that way sometimes, and […]

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5 Ways to Complement Marketing Automation With Human Connection

Even in the digital age, person-to-person outreach remains essential. October 17, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. Lots of companies, large and small, are now using marketing-automation tools to keep track of their client relationships and nurture their leads through the sales process. That includes everything from customer relationship management (CRM) systems and automated email tools to social media-management apps and artificial intelligence (AI) chat bots that provide responses for simple queries and intake tasks. But sometimes people get complacent or overly impressed with the new capabilities of the latest technology,and forget about the all-important human element of the work. Many marketing people have developed unrealistic expectations of what automation can do for them; too many people are expecting their automation tools/platforms/systems to automatically turn their prospects into “sales-ready leads” on their own, without having their team do some of the heavy lifting.  There’s been a lot of […]

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4 Software-Marketing Messages Scaring Your Customers Away

Eliminate these from your arsenal and you’re bound to generate sales. September 10, 2019 5 min read Opinions expressed by Entrepreneur contributors are their own. It seems like there are more startups than ever before that are selling software or software-as-a-service (SaaS) solutions. One of the challenges of B2B sales, which is especially strong for companies that sell software, is that you need to be careful with the way you approach your prospective customers. Some of the key selling points and sales pitches that you feel are most important to share might not be having the intended effect. In fact, some of your software-marketing messages might be scaring customers away. Here are a few of the most commonly encountered B2B software-marketing messages that tend to scare customers, as well as how you can handle these situations better. 1. “Our solution delivers great ROI!” Every business makes investments, but the word “investment” […]

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5 Partnership Lessons From Bill Belichick and Tom Brady

Neither would be wearing so many Super Bowl rings without the other. February 17, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. Bill Belichick and Tom Brady of the New England Patriots are the most successful, iconic coach-quarterback duo in the history of the NFL. I’m a football fan, and anyone who follows the NFL even on a casual basis is likely familiar with the steady praise — or, for non-Patriots fans, hopefully at least grudging admiration — for Brady and Belichick and the debate about how much credit each of them deserves for their team’s phenomenal run of success. Too many sports commentators try to turn this debate into a seriously scientific point of contention, attempting to divvy out the credit between coach and QB in terms of percentages. One person says it’s 80 percent Brady, and the person sitting in the next seat says it’s 80 percent Belichick. My opinion […]

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New Year’s Nudges for Your Business

January 1, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. I’m just going to come out and say it. I hate New Year’s resolutions. We’ve all been there. You start the new year with a spirit of optimism, trying to do something new to make your life better — starting a diet, signing up for a gym membership, being nice to other people — and it never lasts more than a few days. Going into 2019, if you want to make serious progress in your business in 2019, your business needs something stronger and more sustainable than a New Year’s Resolution. After all, as we’ve all demonstrated in our personal lives — by being unable to stop eating carbs and being unwilling to schlep to the gym in the middle of winter — it’s highly unlikely to make immediate, transformative changes. It’s more reasonable to make progress by building upon the […]

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‘Magic Dentist’ Shows How to Make a Memorable Ad on a Budget

Sometimes all you need is a little creativity. September 14, 2018 6 min read Opinions expressed by Entrepreneur contributors are their own. Taking kids to the dentist is sometimes a bit of a challenge. Some kids are afraid of the dentist. Maybe they don’t want to open their mouths for the dental exam, or perhaps they feel uncomfortable under the bright lights of the exam room. Working with kids and getting them to feel at ease in the dentist chair is one of the challenges of pediatric dentistry. But one inspiring dentist found a way to make it look easy. Dr. Eyal Simchi of Riverfront Pediatric Dentistry in Elmwood Park, N.J., started popping up on Facebook with an adorable video where he uses magic tricks to help kids feel comfortable and have a good time at the dentist. It’s fun to watch as Dr. Simchi uses sleight-of-hand magic tricks to put […]

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Rudy Giuliani’s Master Course In How Not to do Marketing

The gaffe filled media whirlwind of the former New York mayor and federal prosecutor is a case study in how not to represent your client. May 19, 2018 5 min read Former New York Mayor Rudy Giuliani has been in the news lately for all the wrong reasons. After he got hired to be part of President Trump’s legal team to defend Trump’s rights and interests during the Mueller investigation, Trump supporters were encouraged – the pugnacious former New York prosecutor would surely help Trump’s cause.  But Giuliani quickly found himself in the headlines – not for his brilliant legal strategies and his media acumen, but for a bunch of blundering mistakes, bizarre television interviews, and unforced errors. People all over the political, legal and media landscapes are wondering what’s wrong with Rudy. Rudy’s missteps are flying so fast and furious, CNN had to make a list of “21 head-scratching […]

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