Blog

If you are looking for useful articles giving you B2B sales and marketing support, then you’ve come to the right place. I try to keep them practical, easy-to-read and as jargon free as possible. (This is not always easy in a world full of powerful value propositions, objection handling techniques and aligned brand architecture… Bleurugh.)

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Upsell: hate the word – but know it makes complete sense?

Author: Kim Mason   |   Date: 4th December 2017
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Personally, I think upsell is a horrible word. Just horrible.  But I also know that actually doing it can make a real difference to business growth. In my mind, the word upsell conjures up images of a greasy-haired salesman (with pound signs in his eyes instead of pupils) following me around with a sickly grin and a wheedling tone… “Now let’s…

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Why small B2B firms need to get less new business than they think.

Author: Kim Mason   |   Date: 10th October 2017
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It’s very easy to believe that lots more clients is exactly what you need. Of course it is. After all… Lots more clients means lots more income. Lots more clients means you can pay your staff and suppliers. Lots more clients means you can take on an extra pair of hands. Lots more clients means you can pay yourself properly…

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How to write a marketing strategy – the simple way.

Author: Kim Mason   |   Date: 24th May 2017
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When you want to create a marketing strategy, where the heck do you start? And, before we even get on to that… (What actually is a marketing strategy anyway?) I mean, really. What is it? There are so many complicated definitions for marketing strategy. They tell you all about products, goals, focus, customers, services, markets, positioning and profit potentials – and could have…

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How getting speaking slots at events worked for one SME

Author: Kim Mason   |   Date: 28th March 2017
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There was once a small B2B consultancy firm in Hampshire. For them, prospects – just like buses – would fail to materialise when they really needed them. And then – as soon as they were busy – prospects would magically appear in threes, all wanting help at the same time. What this firm had was too much feast or famine. What they…

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3 absolute must-dos before you commission a website

Author: Kim Mason   |   Date: 8th March 2017
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Deciding to build or commission a new website before you’ve got your positioning sorted is a bit like building a shop before you know what you’re going to sell in it. I mean, my thinking is that a shop really ought to look, feel and work pretty differently depending on whether you’re selling fish or shoes. For example. Or, legal highs or accountancy services……

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Separate client development from new business to win more work

Author: Kim Mason   |   Date: 14th November 2016
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If you are a person working on client projects – but with added responsibility for bringing in new business – work can be a bit squeezy. First off, you have one, and only one, job. Look after the clients you have Because (and we all know this, but I’ve got to say it anyway), without them you haven’t got any work, Ergo,…

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Three new clients a year can be all you need to grow

Author: Kim Mason   |   Date: 12th October 2016
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You’re forecasting your new business revenues for the next financial year. You’re trying to imagine what that looks like in terms of actual new clients. You assign some sort of quantity of new clients – and what ballpark revenue they might bring in – to the detail of the forecast. Then you double it, add some, pick some numbers out of the air and write them down…

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Better qualification will improve your sales pipeline

Author: Kim Mason   |   Date: 14th September 2016
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“I’ve done it!” Yelled a client at me down the phone. “I’ve started a sales pipeline! I’ve got 158 leads in my database!” “What sort of leads?” I asked her. Never one to let my clients do a half-baked job. “Perfect ones,” she retorted gleefully. “You’d be so proud of me,” she continued. “They’re all headteachers, deputies and SENCOs!” (Decision makers, buyers and…

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Why your mission, vision and values count for so much in sales

Author: Kim Mason   |   Date: 12th July 2016
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A lot of SME business owners feel they have their firm well positioned, but aren’t sure how that positioning fits with the whole mission, vision, values thing. Others are confident they’ve defined a clear mission with heaps of personality. But still feel that they haven’t quite got there with their positioning. And the danger is, if you’re not clear on both, your prospects won’t be…

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Reducing prices to increase sales? Try this instead.

Author: Kim Mason   |   Date: 5th May 2016
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Feeling like you’ve got to reduce prices to try and win a new client is horrible. It saps your energy and enthusiasm for that client and ultimately for your business. And if you do charge less to bring that prospect in, it can set a very difficult tone for your ongoing relationship – where you feel you aren’t being fairly paid for the work you’re…

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