Must Read
- Do You Know What Branding Is? Do You, Really?
Before you can understand what branding is, you need to first know what a brand is. Again, there are many different definitions of what a brand is. The conventional definition of a brand is "a trademark or distinctive name identifying a product or a manufacturer". However, a brand is not something that exists on paper or even in the real world. A brand exists only in the minds of people. People don't care how academics or lawyers or branding experts define what a brand is. To them, a brand is simply an idea that exists in their mind. If you want to know what a particular brand is all about, all you have to do is find out what idea that brand owns in the minds of people.
- Cheap Thing No Good. Good Thing No Cheap.
Singapore's obsession with wanting things cheap and good is actually undermining Singapore companies' brand building efforts. The reason is very simple. If you have a good or premium product, you need to charge premium prices in order for your brand to have credibility. Hard as it is for some of you to believe, customers actually expect to pay premium prices for a premium product.
- Scaling Digital's Peaks
Despite all the talk about its transformative potential and the growing share of eyeballs it commands, digital advertising remains a disproportionately small piece of most advertisers' ad spend. What's keeping advertisers from conducting larger portions of their campaigns online, and why aren't agencies moving the process forward with greater velocity?
- Connecting Sales to the Customer: How to Create A Sustainable Sales Culture and Make Each Year Better than the Last
It's all back to the basics - focus on the customer and your sales will be taken care of. Develop a consultative approach to the way you approach each sales opportunity. See yourself as the trusted advisor to your customer by understanding his world. Consultative Engagement © sets you apart from the rest of your contenders. You will be able to build trust and credibility fast from the onset of the first customer meeting by blending professionalism with a personal touch. When you build your credibility as one who truly understands the customer, you'll find each year's sales target challenging but achievable.
- Less is More - How Does it Work in Writing Business Email?
How much time do you spend reading and writing email everyday? Many working professionals are spending half of their working hours on managing email. To practice the ‘less is more' concept in business email writing, we aim at drawing the most interest from the readers with the least ambiguities from the writer. To draw interest, we need to show interest in the readers. Crystallizing the content requires the writer to plan the piece's structure and polish its language.
- How Sales & Marketing Drives Financial Performance
This article provides an insight on how sales & marketing (S&M) initiatives drive financial performance, directly or indirectly.
- Marketing Modeling
Are you benefiting from the use of information technology in marketing? Globalization requires organizations to respond to a more complex environment of greater consumer power and sophistication, increasing competition and technology innovation. The marketing department is not shielded from such complexity and has to respond to decisions on research, forecasting, production, personnel, sales, supply chain, organizational strategy and operations management besides marketing strategy and marketing mix.
- The 8 Supervisory/Management Skills
"Training" is frequently mis-characterized as something which goes on in a classroom, as some sort of cognitive development of supervisors. In fact, very little of the training we do should be cognitive, that is, involving knowledge acquisition.
- Discover Your Sales Strength
Do you have a burning desire to be in sales? Are you very monetary driven? If your answer is yes, then sales could be your possible choice of profession. However, in addition to monetary achievement, there are many other intangible benefits of sales such as meeting interesting people, controlling over time, and the self-desire to succeed that had attracted many people to consider sales profession..
- Why is Asia Trade so different?
Isn't it too often that you hear "this doesn't work in Asia "? Or, "It works in Australia but not in Japan ". Closer to home, you may have heard "This works in Singapore but Indonesia is different".
- How can I avoid price wars when my buyer is price-sensitive?
What is your biggest business challenge today? Not surprising, our customers tell us that companies are making purchase decisions only on price. Many companies, from a myriad of industries, share one common grief.
- Increasing Sales Effectiveness
When salespeople are trained as professionals, they behave as professionals. They diagnose situations and adapt behaviors so that customers respond positively, establishing ongoing long-term relationship. The problem so often is that salespeople don't feel professional. Most salespeople are trained in terms of a specific way to sell. This is similar to snake oil being sold from the medicine wagon: "...regardless of what you want, regardless of your problem, here's the cure - snake oil". The tragedy is that this type of training doesn't treat sales as the true profession that it is.
