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Don’t get me wrong—I don’t mean trust in the sense that VCs think founders are just going to get a fake passport and move to Fiji, or that investors are secretly plotting to take over the company. What happens sometimes is that we don’t have an honest conversation about that. Well, on certain things, they don’t.
Serial entrepreneur and billionaire Lynda Resnick’s book “ Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business ” provides a fascinating glimpse into the marketing strategies behind brands like POM Wonderful, FIJI Water, Teleflora and the Franklin Mint. image source ).
The biggest deal I’ve ever done was a sale of a $100,000 website. I was still nervous because I hadn’t really invested that kind of money and negotiated a sale before, so I went to bed that night after I made the offer, wondering whether I was going to follow through with it. I saw them for sale and checked out the traffic statistics.
It’s a similar trait I’ve learned in sales. You must be able to speak to a client’s language, whether it is breaking a technical conversation into layman’s terms or on the other hand, using examples to showcase your knowledge of the space. Even in a completely new country, the first thing I try to do is learn key phrases and customs.
Here's one simple example that is likely in every single digital analytics dashboard… The dark blue line is Sessions (Visits, if you are not using Google Analytics) and in the light blue line is Conversion Rate. If we are getting so much better at getting traffic, how come our conversion rate is essentially flat?
What if you like doing sales? We've been using ActiveCampaign for years here at Duct Tape Marketing to power our subscription forms, email newsletters and sales funnel drip campaigns. And my biggest recommendation around this is taking a couple extra minutes in every meeting and in every conversation to go with the small talk.
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