Defining Your Audience
By: Gerald J. Sherman Running a successful business requires having an accurate profile of your present and prospective customers. How can a business owner/manager get a better fix on who the customer is? Focus Groups Focus groups that I mentioned in a previous column are a given. This is a powerful research tool that gives the company/organization More...
Do You Have a Marketing Plan?
By: Gerald J. Sherman After I recently completed a survey for an international network, I decided to re-address the subject of a marketing plan. The questionnaire was sent to many college graduates who majored More...
Sales and Ethics
By: Gerald Sherman The Pulitzer Prize winning play, “Death of a Salesman” (1949) by Arthur Miller portrays the problems that arise when a salesperson strays from ethical values. Although the play conveys an More...
Personal Selling
By: Gerald J. Sherman Personal selling is a key needed in the buyer/seller relationship in both business-to-consumer (B2C) and business-to-business (B2B) marketing. Personal selling is and has always been an important More...
Crisis Management
By: Gerald J. Sherman This week we witnessed a case study in what not to do when a negative situation becomes public domain. George Washington had the right idea by admitting he cut down the cherry tree. Unfortunately, More...
Relationship Building
By: Gerald J. Sherman You made the deal and you think it’s all over. No, no, no, no, no! Do you think you might want to continue doing business with this person or organization? Do you think their friends or business More...
Business of public opinion
By: Gerald J. Sherman Just because bin Laden is dead and swimming with the fishes, that doesn’t mean al Qaeda is not going to portray him as a martyr and keep delivering his message to their target audience More...
And the winner is – marketing and PR campaigns
By: Gerald J. Sherman We will soon be experiencing another historic event – the presidential election in 2012. The political campaigns have already begun. All political parties are anxious to get a positive word More...
The Different Segments of Sales Training
By: Gerald J. Sherman Today sales training is more important than ever. However, today, sales training is not concerned only with methodology and techniques of selling. Here are a few basic areas that also must More...
The importance of your sales presentation
By: Gerald Sherman Presenting the product/service to the client in a professional manner and using the appropriate presentation technique can be extremely important to the outcome of the sale. Some general More...
