Sales and Marketing Best Practices

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Is Your Sales and Marketing Organization Developing Sales and Marketing Drones?

sales and marketing

George Clay

Be it small firm or large multinational— most sales and marketing managers get promoted because they did a good job in sales and marketing development.

While sales and marketing skills vary, when it comes to translating those skills into making their sales and marketing teams succeed the managers follow pretty much the same playbook.

Reluctance To Experiment

That playbook has many names — but following the herd…also known as lock-stepping though daily corporate sales and marketing life…is all too common.

Have an idea for improving how your sales and marketing organization interacts with customers? Want to test a different way of getting and keeping customers?

Sorry, but without top management support and attention even the smallest sales and marketing experiments go nowhere. This reluctance to experiment has become epidemic and may already have taken hold of your sales and marketing organization.

sales and marketing

George Clay

To buck this trend try these tested sales and marketing tips

They are simple, straightforward and easy to implement — but they work. Put them to work and you will get more out of every sales dollar you spend.

  •  Advertising Campaigns: “Almost any advertising question can be answered cheaply, quickly and finally by a test campaign. And that’s the way to answer them — not by arguments around a table.
  • Salesmanship: “Advertising is salesmanship. Treat it like a salesman. Force it to justify itself.”
  • Good Business: “…most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns.”
  • Things Too Costly: “Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result.”
  • Letter Writing; “Letters to inquirers, follow-up letters, whenever possible they should be tested. Where that is not possible they should be based on knowledge based on tests.”
  • Offer Service:”Remember the people you address are selfish, as we all are. They care nothing about your interests or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.”

Heed these words! They are as relevant today as when first published in 1923.

They come from an advertising man named Claude Hopkins.

Although he was the highest paid copywriter of his day, Hopkins was  more than just a great ad writer.

He was a visionary who turned advertising on its head by using scientific principles to test which ads worked…and which failed.

For Hopkins, if you aren’t testing the market by measuring how well (or poorly!) your ads are doing then your advertising is a hit or miss gamble. In his book

SCIENTIFIC ADVERTISING he shows you how to remove this gamble from your advertising.

It’s all here.

From making small controlled sales and marketing tests with a limited budget to split copy testing of headlines and short copy vs. long copy.

Not just another memoir of sales development jargon and personal opinion. These are tested sales and marketing tips that has stood the test of time.

Indeed, what you get today from any of the marketing gurus is simply a repackaging of what Claude Hopkins said nearly a century ago.

Regardless of your business or the marketing and advertising you plan to do, you’ll do yourself a HUGE favor by referring to this direct response marketing  book and the timeless wisdom it contains.

Direct Marketing Sales Development Explained

Reader comments…       

  • “Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times.”David Ogilvy

 Beneficial For Anyone In Marketing Or Sales 

  • “This will be a beneficial read for anyone in marketing or sales. Even though this book was written 90+ years ago, most of the principles discussed are still relevant today.” …The Book Reviewer
  • “Considered the father of modern advertising techniques, Hopkins believed advertising should be measurable and justify the results it produced. In SCIENTIFIC ADVERTISING he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written.” Travis McAshan, web designer & search marketing consultant.
sales and marketing development

George Clay

In this direct marketing book you will learn to test everything you do on a small  scale…before spending money on a larger scale.  In this way needless sales and marketing blunders are avoided.

sales and marketing

Avoid costly advertising mistakes. Use tested direct response advertising strategy.

It’s this no-nonsense approach that has always struck a chord with me…and why I recommend this direct marketing book so highly to my Marketing Direct subscribers.

Bottom Line: Your sales and marketing managers and bean counters will smile with approval because the tips for avoiding common sales and marketing managers are based on the tested fundamentals of successful direct marketing sales generation strategy.

If you want better qualified sales leads, higher conversion rates and more revenue per sales lead than is typically achieved by traditional sales and marketing prospecting this tested direct response marketing book can help you.

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Category: Business Development, Business To Business Appointment Setting, Business to Business Lead Generation, Complex Sale Lead Generation, Direct Marketing, Direct Response Marketing, Lead Generation & Appointment Setting, Market Testing Strategies

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