B-to-B Insights: Unorthodox But Effective
Sometimes an odd suggestion can really turn a company around. Here are three nontraditional recommendations that have significantly improved sales for B-to-B direct marketers:
1. Act like it's a B-to-C company. Successful salespeople know that treating customers like friends is a key to developing accounts. You may laugh when your paper salesman acts like you're his best buddy, but the reason he does is because it works. Help your customers feel better about themselves, and they'll feel better about you.
- Companies:
- Microsoft Corp.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
