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VALCORT® : The hard work leading to an aha moment

VALCORT® : The hard work leading to an aha moment

One day just a few years ago, the light went on in a conference room at a mid-sized manufacturer in the southeast. The idea kind of light. After hours of discussions with the company’s leaders and frontline sales directors, and dozens of interviews with its customers, we presented a simple but profound prescription for generating more effective prospect engagement and over-the-counter sales. It involved capturing the one spot and one interaction that made all the difference for this company --wh...

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Why Your Next Creative Idea Might Be Doomed Before It Launches

Why Your Next Creative Idea Might Be Doomed Before It Launches

You can be clever in your marketing communications. You can be funny. You can be surprising, shocking if you want to. You can think outside the box…and then burn the box. You can come off sounding smart, savvy, hip. You can do all this, and still miss the point. Sure, you might make memorable creative, maybe even win an award. But you’ll only make a meaningful brand if you connect to the real needs, frustrations, and desires of your customers, and somehow do it in a way your competitors are not....

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Do you need a strong corporate brand?

Do you need a strong corporate brand?

Creating and presenting a strong brand is all about establishing value.  This is especially true if you are selling direct to consumers. If you been dealing primarily with distributors or retailers, your brand is important, but to a lesser degree. If you shift your focus to selling directly to consumers, branding principles begin to apply.  Here are some of those principles: People buy from people and companies they know and trust People buy products they know and trust The values people hold d...

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Building Organizational Trust in an Age of Cynicism

Building Organizational Trust in an Age of Cynicism

In times of change, the last thing you need to experience—as an employee, a colleague, a corporate leader, or a customer—is the discovery that trust has been violated. Does any of this sound familiar? A person, group or organization has broken a promise. A manufacturer’s work product is not up to spec as expected. A vital partner doesn’t follow both the letter and the spirit of an agreement. And the reaction?  A break-down of trust sparks change-based anxiety.  On the other hand, the remedy for ...

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Creating value: the recipe for growth

Creating value: the recipe for growth

To grow your business, the foundational task is to create value.  Creating value is the essence of business. Whether you’re selling consumer products, goods and services from business to business, raising funds for a charity, or recruiting students to attend your college, job one is to create and understand your authentic value. Value is what compels consumers or companies to invest time, capital or reputation because they are going to get something they want--something in which they find person...

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How to track progress  in your sales process

How to track progress  in your sales process

You may be among the thousands of people who work hard to plan and execute a clear sales process. You prospect, qualify, approach, present, respond, close and follow up. You know the process and you do the process. How’s it going? If you’re not sure, you’re in good company. Here at Valcort we have asked hundreds of corporate leaders and sales professionals about their attention to 35 disciplines—keys to business growth. The last of the 35 is one that so many of our clients find to be difficult. ...

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Need business referrals? Ask for help

Need business referrals? Ask for help

Occasionally, a customer will take the initiative to refer your company to a contact because of the good work you’ve done for them.  That’s fabulous.  They may need a nudge, though, and it’s important to ask your customers to openly acknowledge how important your company is to them. #34 of Valcort’s 35 Keys to Business Growth reads: “Intentionally solicit customer endorsements and referrals.”  Remember that your very best sales person is a current happy customer.  No one else can come close. If...

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Surprise Me!  7 Tips for Inventing New Ways to Reach Customers

Surprise Me!  7 Tips for Inventing New Ways to Reach Customers

Marketing success depends, at least partially, on creativity. Creativity helps you stand out in a world bombarded with advertising, it helps differentiate you from your competitors, and it makes you more memorable in your customers' minds. The solution is easy: come up with more creative ideas! That, of course is the hard part. It isn’t easy. At Valcort, we believe that creative blocks are barriers we must all overcome to achieve success in marketing. (#33 of Valcort’s 35 Keys for Business Grow...

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5 Keys to Successful Outreach

5 Keys to Successful Outreach

Here are five of Valcort’s 35 Keys to Business Growth that address the challenge of reaching out to your publics. Take a look. Making the Best of Customer Touchpoints # 5 Have a fully coordinated, customer sales approach, drawing a customer into an engaging relationship at every point of contact. Executing Mind Shaping Media Campaigns #12 Deliver advertising, public relations and other communication in the right media, at the right time, and in the right way to effectively engage customers in ...

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The Keys to Successful Corporate Communication

The Keys to Successful Corporate Communication

Communicating is simple. Right? Well, expressing yourself may be easy, but effective communication can be mind-numbingly difficult in settings from friendships to marriages, politics and religion, and business. It’s strange that although we all have been communicating since our infancy we still face communication problems all our lives. We often find ourselves stumbling or being misled during the delivery or reception of information. This happens in our daily personal lives and in our organiza...

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