Articles

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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Content marketing – don’t start until you know your niche

Author: Kim Mason   |   Date: 22nd March 2016
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Maybe you’ve started with your content marketing, but feel that you’re spreading your resources too thinly over too many channels. Or you’re not sure whether you’re creating the right sort of content to achieve what you want to achieve. Or perhaps you’re raring to get started, but cant quite narrow down the topics to write about, or decide upon which channels to use,…

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Using LinkedIn to improve reputation and increase sales

Author: Kim Mason   |   Date: 10th March 2016
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Perhaps you set-up a LinkedIn account years ago, connected to a few colleagues and contacts at the time, but haven’t done much since. And you know you really ought to be doing something with it. Or you are someone with 500+ connections – including a good amount of clients, prospects and high-level influencers people in your industry. Your profile’s up-to-date and looking reasonable…

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How a little customer research can seriously boost your sales

Author: Kim Mason   |   Date: 25th February 2016
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Your sales and marketing plan has been trundling along for a while, doing its thing. Inbound enquiries aren’t quite what you’d hoped, but you’re doing well on referrals and word-of-mouth, so all in all things are going OK. You’re pretty sure most of your customers are happy, and though their annual spend hasn’t grown quite how you’d projected, it hasn’t been that shabby…

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What to do when your prospect asks “But why should we use you?”

Author: Kim Mason   |   Date: 12th February 2016
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Ever been at a sales meeting with a great prospect when they’ve said…“This is all very interesting and your case studies are fine, but tell me, why would we use you?” Ever felt that sinking feeling when a prospect tells you they’re happy with their current supplier, so they’d need a really good reason to switch – can you give…

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Why selling doesn’t work – and listening will generate more new business

Author: Kim Mason   |   Date: 28th January 2016
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For some, the word selling conjures up uncomfortable images of persuasion, manipulation and control – having to manage a conversation with a prospect to such an extent that you get them to the signed contract before they’ve had time to draw breath. For others, selling is a word they loathe with a passion, often because they hate being sold to – and this puts them…

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Rate your new business strategy with this quick DIY audit

Author: Kim Mason   |   Date: 13th January 2016
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Perhaps business has been challenging recently – with the departure of a major client, changes in industry regulations or arrival of new competitors – and you want to be confident that your current new business strategy is right. Maybe the business has been doing just fine, but your focus has shifted to faster growth or to preparation for sale, and…

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Choosing a CRM system – an idiot’s guide for SMEs

Author: Kim Mason   |   Date: 16th December 2015
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Are you an SME that has just decided that selecting a CRM (customer relationship management) system – or business development in general – is a priority for the coming year? Or you’ve finally decided to migrate all your prospect or customer data out of the wonderful world of Excel and into a cloud-based CRM system – because you are a growing business that is going to do things…

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Do you love your database enough to grow your sales?

Author: Kim Mason   |   Date: 14th December 2015
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You might not be sure what you should be doing with your own customer or prospect database – or even whether or not you have one. Even if you are sure you need a proper database at some stage, you might have no idea where to start, or it feels like a mammoth task you haven’t got the energy to tackle…

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Things I’ve got wrong in new business (so you don’t have to)

Author: Kim Mason   |   Date: 17th November 2015
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Maybe you’re not sure about where to start with new business, sales and marketing, and are worried about getting it wrong. Maybe you’ve tried a few things, but you don’t know if they’re working or not, so you’re not feeling very confident about the next steps. Maybe you’ve jumped in and invested in activities that you know a bit about,…

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The WORST things you can do at sales events (and the best)

Author: Kim Mason   |   Date: 6th October 2015
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This post is in response to a cry for help from a friend who hated the sales events and conferences he had to go to as part of his business development role. He was told to attend by his MD… ‘in order to network, meet people and drum up some new business’. Here’s what he had to say about sales events: You wander around with a fixed smile…

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