The Screwtape Emails XII: How NOT to Sell

    The Screwtape Emails XII: How NOT to Sell

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    There are right and wrong ways to go about marketing, and the pitfalls are many. A lot can be learned by seeing how not to manage your marketing. This original blog series weaves together an entertaining story that will help you navigate 21st-Century marketing with a view from “the dark side,” as “Screwtape” teaches his apprentice “Wormwood” via email how to sabotage your marketing. Enjoy…

    To: Wormwood

    From: Screwtape

    Subject: How NOT to Sell

    My Dear Wormwood,

    There is a way that seems right to a salesperson, but in the end it leads to the death of the sale. The art of selling is critical to the success of any and every business, which is why you must work hard to ensure your Patient’s selling is done wrong.

    So here, my apprentice, are some points on how NOT to sell!

    • Use the “power of persuasion.” Trying to persuade someone to buy your product or service usually means you are spending valuable time with someone who’s not very interested. It’s much better to spend one’s effort qualifying or disqualifying a prospect (something we don’t want the Patient to know), and then moving on quickly if it becomes apparent that a prospect isn’t a good fit.
    • Sound like a salesperson. This is the best way to get hung up on or walked away from. Yes, it’s deceptively comfortable to use that sales voice so many others are using, but only for the salesperson. The best way to engage a prospect is to be genuine, as if talking to a friend or colleague. These days, people respond to realness and shun smooth talk.
    • Pump up the enthusiasm! If you’re excited about your product or service, the prospect will be too…or not. Getting zealous can come across as disingenuous and frighten people away. I mean, really…how excited can you actually get about getting your teeth cleaned or buying software? In actuality, more people respond to a more measured and realistic approach.
    • Pitch, pitch, pitch! But only if you want to be ignored. The truth is, your prospects don’t care about your product or service, they care about what you can DO for them. What problems can you solve? How can you make their life more enjoyable or pleasant? They don’t care that you’re now using the latest X35 bug spray, they care that you’re giving them peace of mind by ensuring those carpenter ants aren’t eating the frame of their house!
    • Target everyone. You’re not going to sell to everyone, only to those who actually want or need what you’re offering. Maybe you’re a good enough salesperson to sell air conditioning to an Eskimo, but that doesn’t mean you should try. Truly good sales people target their sales to the most likely audiences and focus on those likely to buy without too much persuasion.

    By all means, push these outdated sales techniques, my ward, and you will succeed in sabotaging the Patient’s selling efforts. Fail, and you will have problems of your own to deal with that I would not envy.

    Your affectionate Uncle,

    Screwtape

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    Have an Advertising Revolution

    Have an Advertising Revolution

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    Is your marketing still in the Dark Ages?

    In the last decade or so, the world of marketing and media has undergone absolutely seismic shifts. TV’s share of total media-watching time shrunk by 10.75 percent over a five-year period, and it continues to fall. More and more viewers are watching streaming TV, which does not even have ads. Digital devices take up more than half of all media viewing time. The future of advertising has been here for a while now, but many companies are struggling to adapt to the pace of rapid evolution—and that even goes for marketing agencies!

    The rules of advertising have forever changed because of digital media. Ads that interrupt the viewing experience—so called “push” ads—often get tuned out or turned off. The public now has so many choices and vast control over which media they patronize on a regular basis. In such an environment, advertising must present content that naturally attracts the audience and holds their attention for a sufficient length of time. This includes gripping stories that engage and hold attention. “Storyselling” creates genuine value for a brand audience. If the value is not there, viewers will soon move on to more interesting narratives.

    Audiences also are now viewing media according to their own schedules, rather than waiting for pre-scheduled programming. That means brand stories must be transmitted 24/7, and across a wide variety of media to be effective. A major key now is to have brand stories that are so compelling that they are eagerly shared across the various social media channels, maybe even gaining viral movement. Since there is so much content on the Web, it is critical that a brand effectively differentiates itself as unique and outstanding from the many competing voices—and that starts with a fresh and compelling message.

    Marketing agencies need the vision and breadth of skills required to innovate advertising content and will produce returns for their clients. What is necessary is an integrated agency that fully understands brand management across a wide variety of media. Strategy and storytelling must integrate media efforts into a seamless whole, always keeping the audience’s needs and interests at the forefront of attention. This seamless integration of storytelling is what ultimately leads to content being shared on various social media platforms, moving a brand forward.

    Advertising, Web design, and content marketing over the various platforms are challenging. Not only do they require great storytelling, they must be based on solid market research data. Technology has to measure itself and adjust to realistic feedback. The audience must be targeted with great accuracy, the message adapted to their behavior. In your efforts to grow, SalesFish is here to help you as a full-service agency—one that is always working hard to help you stay ahead of the crowd!

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    The Screwtape Emails  XI: Divide and Conquer

    The Screwtape Emails XI: Divide and Conquer

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    To: Wormwood

    From: Screwtape

    Subject: Divide and Conquer

    My Dear Wormwood,

    Here we at a critical juncture. The pesky Patient has decided to kick up the level of his marketing. Not to worry—this situation can be the catalyst for a delightfully dreadful downfall. You must learn these three ways to frustrate even the most ambitious marketing intentions: The three D’s.

    Divide: Influence your charge to enlist as many disconnected sources as he can find. I influenced one of my own patients to hire a freelance graphic designer, buy into a do-it-yourself website, use his sister to write content, and get a moonlighting “marketing expert.” This motley team had some decent individual talent, but could not form a unified team. Imagine taking ten pieces each from four different 50-piece puzzles, and attempting to fit together a unified picture. My patient “saved” a few bucks, but the ensuing brand message was predictably weak and disconnected; what she lost far outweighed any gains. (She also wasted a good deal of time trying to chase down each contractors to re-explain everything to each.)

    Dilute: A coherent, unified team produces an effective, cohesive brand message capable of making powerful connections that lead the humans them to buy, buy, buy. Prevent this happening, at all costs! Just like the game of “telephone,” the more disconnected people that crafting the message, the more diluted, distorted and dissonant it becomes. See the how that works?

    Discourage: The regrettable results of the first two D’s will always lead to discouragement. Plant a mixture of truth and error into the Patient’s mind. Make him believe the problem lies in the media platform. “YouTube ads don’t work for me,” or “social media must not produce any real returns.” The truth of such thoughts depends on whether or not he divides and dilutes his marketing message.

    If we can portray truth as relative, we can really mess things up!

    Your affectionate Uncle,

    Screwtape

    P.S. We now have the opportunity to guide the patient’s determination by perpetuating the insane idea that trying other media with the same thrown-together “team” will produce different results. Good luck with that one, human!

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    Is Remote Work Right for Your Company?

    Is Remote Work Right for Your Company?

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    Technology has made it possible for more and more people to work remotely from home. Increasingly, companies are offering remote work options to attract talent and keep costs down, but what are the pros and cons? Where is remote work headed, and is it right for your company? Trending data add clarity to the question.

    • Remote work is increasing rapidly. According to a Telework Research Network study, remote work increased 73% between 2005 and 2011 in the US; a recent Gallup survey found the percentage of US employees working remotely rose from 39% to 43% between 2012 and 2016.
    • Your competition offers it. According to GWA, 50% of the US workforce holds a job with at least partial telework; 20-25% frequently work outside the office. A 2016 Gallup Poll indicated that 43% of Americans spend at least some time working remotely, most industries embrace remote work, and Fortune 1000 companies around the globe are revamping their spaces around the fact that employees are already mobile.
    • It’s where you’ll find top talent. 75% of remote employees earn over $65,000 per year, putting them in the upper 80th percentile of all employees, home or office-based. To stay competitive in capturing the best talent, your company should consider offering remote incentives.
    • It’s attractive to employees. According to Global Workplace Analytics (GWA), 80% to 90% of the US workforce says they would like to “telework” at least part time.
    • Remote work resonates with Millennials. A Queens University study reports 49% of Millennials support social tools for workplace collaboration; 41% prefer to communicate via technology. The US Bureau of Labor predicts Millennials, already over 50% of the workforce, will soar to 75% by 2030.

    Yahoo CEO Marissa Mayer’s 2013 remote work ban and those by IBM, Facebook and others bolstered a persistent myth that remote workers are less productive and collaborative. However, these decisions appear to be outliers correlated with company-specific issues, not the overall fitness of the remote work model or the effectiveness of virtual collaboration.

    In spite of these few isolated examples, “A variety of studies show that telecommuting and working from home is associated with higher productivity,” David Lewin, management professor at the University of California told Forbes.

    The question that emerges is whether remote work is right for your company. A wealth of research strongly suggests net positive effects on team collaboration, productivity and profit.

    Lewin cites a 2011 WorldatWork study indicating that companies with cultures of flexibility experienced lower turnover and increased employee satisfaction, motivation and engagement.

    Harvard Business Review interviewed Nicholas Bloom on a study launched “to persuade some skeptical managers that flexible work arrangements wouldn’t hinder business performance—to have data that proved the case…We found that people working from home completed 13.5% more calls than the staff in the office did—meaning that Ctrip got almost an extra workday a week out of them. They also quit at half the rate of people in the office—way beyond what we anticipated. And predictably, at-home workers reported much higher job satisfaction. It estimated that it saved $1,900 per employee for the nine months.”

    A 16-year study by Idea Champions, cited in a blog by Dave Evans entitled The Workplace of The Future: Connected, Collaborative, Creative, found that only 3 percent of people come up with their best ideas at work. The other 97 percent said they encounter great ideas throughout their day, at home, or even on vacation.

    Bloom advises company leaders to test the remote work waters for themselves. “I tell executives all the time to exploit natural opportunities—for example, severe weather that prevents people from getting to the office—to measure how productive employees can be at home. Any disruption that offers a chance to have people work remotely is an opportunity to see how effective they are off-site.”

    “Clinging to an old-fashioned fantasy that all work must be conducted in a central office puts companies at risk,” writes Mike Elgan for Computerworld. “We’re now entering an era where a majority of the workforce works remotely at least part time. If your company pretends this isn’t happening, you’ll fail to develop relevant policies and build secure remote infrastructure…The winning approach is not a blanket ban on remote or office work.”

    Is remote work right for your company? Could it increase your company’s productivity? Perhaps it’s time to test it out. One thing’s for sure, it’s here to stay.

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    What is Your Limiting Factor?

    What is Your Limiting Factor?

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    Are your sales needing a boost? Are you having trouble generating quality leads? So often, when companies need sales to pick up, they look for a method or system to pick them up. They try every trick and strategy in the book and, the needle doesn’t move. Maybe they’re approaching it wrong.

    In biology, there’s a concept known as the “limiting factor.” It is the idea that the health of an organism, its ability to thrive, could be held back by the lack of something it needs. Take your lawn for example. If it is lacking sufficient iron, it will have trouble greening up and won’t grow well. Iron is its limiting factor. You can water more, add more nitrogen, phosphorus and potassium—you might spend big bucks on all kinds of fancy “cures” and potions—but see no improvement. But once you take away the limiting factor by adding iron, your grass will suddenly spring back to lush, verdant growth.

    So before you go scour the Internet for articles like, “Seven Strategies to Lift Your Sales,” or you hire a high-dollar consultant, go back to the basics. The following items may seem simple, but if they are deficient or out of date, they could be the limiting factor holding back your sales. Ask yourself these five questions:

    • Is my website pulling its weight? A website should be a lead-generating machine, not just an online brochure. It needs to be the hub of all your outbound marketing, the place you’re driving your audiences to. Do you have dedicated landing pages with specific calls to action for specific campaigns or offers? Is your site optimized for the search engines? It may be time to get a website audit to reveal the strengths and weaknesses of your site and so you can be equipped with effective website lead-gen strategies.
    • Am I tracking and using the data? If you can’t answer this question in the affirmative, you need to speak with a professional who can show you how to set up data tracking, interpret the results and change your approach accordingly.
    • Do I have a lead-nurturing sales funnel? It’s fine to offer an eBook or give a webinar, but those are just lead magnets. You need to have a long-term lead nurturing strategy that leads people from that initial contact, to interest, to the sale. For example, if you lead a webinar, it’s fine to offer an eBook as a takeaway, but if you haven’t gotten them to opt in their email address, you’re missing a chance to keep the conversation going. Work with a marketing professional to help set up automatic drip email campaigns, pay-per-click and other strategies that will help fill the funnel. Make sure those campaigns are based on solid, skilled sales content.
    • Are my online and offline media integrated? Make sure that your offline strategies like direct mail, advertisements and even vehicle signage link back to your online strategies so you can get them into your funnel.

    Yes, these seem like elementary concerns for a business, but too many people overlook the opportunity to dial in the fundamentals. Sometimes, getting your sales growing strong again is just a matter of providing that limiting factor—and it may be a relatively easy fix!

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales