Technology companies tend to weather crises better than other sectors. In fact, many technology companies reported their best earnings during the last recession. That said, it’s still important for technology marketers to do some pivoting when the economy slows. 1. Leverage the Creative Energy of a Challenge: This is an opportunity. Plan and act efficiently from a place of focused calm. Don’t react out of fear. Ideas that come from a place of fear will be scattered and la

Customer loyalty isn’t absolute—you can’t divide customers simply into the loyal and disloyal. Experts, such as Das Narayandas of the Harvard Business School, contend that there are degrees of customer loyalty. Why is this important to know? Because the tactics you take to increase loyalty depend on the degree of loyalty already present. For example, retaining a customer at the vulnerable new relationship level is different than retaining a customer who has become impervio

Much of this information is based on the marketing theory and research of C. B. Bhattacharya, of Emory University; and Ruth N. Bolton of the University of Maryland. 3 Necessary Conditions for Buyer Relations Any relationship forms only when there are benefits to both parties. For the seller, benefits include the cost savings of retention, immunity from competition, and ease of up-selling. For the buyer, benefits include lower risk, cost savings in the form of special pricin

The biggest problems brands face isn’t negative publicity, it is no publicity, which translates to complete absence from the customer’s mind. Apathy and ignorance are usually far worse than negative perception. No coverage at all says your company doesn’t matter. Your company isn’t in the game. Your company doesn’t even cross prospects’ minds. Enter: Branded Non-Negative Search Branded non-negative search is any search traffic your company earns from brand search terms that

Because the facts are on your side, you don’t need to spend hours strategizing the best way to sell your products and services. Instead, spend that time gathering information from all of the credible sources you can find. Even the biggest organizations – at their peril - neglect to do this. Consider the egg. Remember when every time you ate an egg you felt like you were taking your life in your hands? That was last year – the culmination of 50 years of negative media attent

There are three times every year when most businesses empty out:: Winter holidays: The week before Thanksgiving, the weeks before and after Christmas and the week after New Years The weeks before and after Easter Late July and early August And then there’s now..during the Coronavirus pandemic. I 1. Plan Ahead Schedule and complete your people dependent projects for times when people are likely to be around and stockpile your alone projects to work on when you know peopl

It makes sense, right? The person that makes the first offer loses. Not always. In fact, the opposite can be true. Following are 5 things you need to know about negotiations that may give you an edge. 1. It can be advantageous to make the opening offer. Here’s what the experts say. First of all, most negotiations don’t start with an offer, they start with something far more important, which is each party’s position. There is some advantage to getting the other party to reveal

No matter how hard you try, there will always be clients that have legitimate (and not so legitimate) complaints that damage your relationship. Following are 4 steps for repairing the relationships that you truly value. 1. Listen and Apologize Start by asking a simple open-ended question, such as “How can I help you?” and then listen without interrupting. Once the client is finished, it’s time for a sincere apology. Remember that until the client has finished their story, a

There are a lot of perks to working from home that, if you’ve been doing it for a while you take for granted, these include taking walk the dog/pet the dog breaks, accepting deliveries, lunching locally with work friends, a quick nap with no interruptions, an occasional beer/glass of wine when things overheat—and (a nod to Don Draper) a movie break when you need to clear your head. One of the most important benefits for me is that I have zero travel time—which adds an hour or