Seminars and workshops are particularly potent business development tools.  Here’s everything you need to know to use them to grow your business. If you’ve ever seen delegates queue to purchase audiocassette programs at a Tom Hopkins seminar, you’ve seen the power of a good seminar presentation. Seminars are a hybrid sales tool. They combine the [...]

Diminishing returns are every promotional coordinator’s public enemy number one. The problem is, all promotional campaigns — no matter what their objective — suffer from diminishing returns. What this means is that the cost per unit of benefit increases exponentially with each repetition of the campaign. If the purpose of the advertisement is to generate [...]

At one of our public roundtables this morning (in Sydney), we discussed the relationship between the potential client’s buying process and the organisation’s opportunity-management process. It’s an interesting insight, I think. The potential client’s buying process could be characterised as follows: The potential client suffers pain of some kind — but resolves (consciously or unconsciously) [...]

In a previous e-mail (http://tinyurl.com/7tvls), Karl mentioned both the TOC Thinking Processes and the Unrefusable Offer. I posted on the former the other night (http://tinyurl.com/b2rxc), now for the latter. An Unrefusable Offer (URO) is an offer that your customers can’t refuse and your competitors can’t emulate. For obvious reasons, the URO is often referred to [...]