Posts on the Touchpoint Leaks
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Is it time to Validate Concerns rather than Overcome Objections?
If we take the perspective that 1) Most third parties who have an opinion about a purchase decision at this stage in the process have the best interests of the buyer in mind; 2)Their opinion makes complete sense from their perspective; and that, 3)Nobody likes being told that they’re wrong… then looking again at the wisdom of Objection Handling can turn your thinking inside out.
Critical ways brands can improve the quality of their customer interactions
Mapping, understanding and enhancing the points of interaction with customers is what the best brands do to sustain their success. In this post Stephen Bateman explores how the Touchpoint Leaks framework can help you to do the same.
Can your potential buyers picture your products?
One to the key tasks of your marketing is to help your customers to get a sense of what it would be like to work with you, or own your products, before they become a customer. In the Watertight Marketing methodology, we talk about this specifically as part of the Thirteen Touchpoint Leaks™...
How do you find clients that sustain you energetically and financially?
< Back to the BlogThis post is also available over on our PodBlogFor many of our clients, it's not necessarily that they need more clients, it's that they need more of the right clients. And, in many more cases, once this has been clearly defined and a strategy put in place to reflect it, they...
Marketing messages are often meaningless. Scenarios almost always make sense.
We're not going to be the first or last to say that you need to focus on emotional marketing messages to get a response. In using our Logic Sandwich™ messaging framework, we ask clients to focus on on 'away-from' emotional triggers to get a buying decision moving. These are...
How often do you repeat yourself in your marketing?
Are you worried about repetition in marketing? We often encounter an uneasiness and sense of mounting pressure in businesses where marketing includes putting out high quality content. Perhaps they’ve made a commitment to a baseline of weekly blogs, monthly videos, quarterly paper, etc. A feeling starts to creep in. It’s a bit how I feel about the ironing pile… it just keeps building up and waving at me as yet another task that needs my attention. Do you know this feeling?
Who has the power of veto?
B2B Marketing Case Study | MRG Systems are experts in designing, supplying and running digital displays. You’ll find their systems in places as diverse as leading UK retail betting shops, schools & colleges, and the Houses of Parliament. Head of sales, Darren MacDonald, worked in partnership with Certified Practitioner, Joshua Morse, to systematically understand and tweak their marketing leaks… starting with a redefinition of their key audience.
Where does telemarketing sit in your toolkit?
< Back to the Blog Telemarketing is a hotly debated topic in both sales and marketing circles. It's a bit of a love/hate relationship. Anyone who knows the Watertight Marketing methodology will know that we're advocates of gentle permission-led marketing. But, that doesn't mean we're averse to...
How to choose a CRM system for small business
< Back to the Blog I am continually asked how to choose CRM for small business. Our clients are typically step-up businesses. That is, they are onto some thing and they now want to scale it up. At some point in this journey their data needs and automation desires mean that minds turn to...
Marketing In Action: Receipt Bank turns happy customers into a sales engine
< Back to the Blog Mobilising the goodwill of happy customers is so powerful. I've recently started using Receipt Bank, and there's a little thing they do that I thought I'd share with you. Now, we have nothing to do with this bit of marketing cleverness, but it does demonstrate some of the...
10 ways to build great customer loyalty
< Back to the Blog We've talked before about the importance of building customer loyalty, and it's no accident that the first of the 13 Touchpoint Leaks is "Forgotten Customers". It's been said before, and it will be said again. But actually cultivating loyalty in practice is not always easy....
How to proactively generate word-of-mouth for your business
Many businesses will say that they generate most of their new business through word-of-mouth. However, dig a bit deeper and you often find that they are not doing anything to specifically support this... it's more a case of being a by-product of good service. If you have...