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Fairmont's Sales and Marketing Blog

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How to Generate Leads When You Need Them Most

How to Generate Leads When You Need Them Most

One of the toughest things to do in business is generating leads when you need them. There are times when your manufacturing company will need to go get some business, and that’s when you need to be ready to launch an integrated lead generation campaign that delivers sales ready leads.

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4 Digital Transformation Fundamentals

4 Digital Transformation Fundamentals

In the past 5 years the digital transformation for manufacturers has accelerated. Every few months advancements in managing big data, connecting equipment through the Internet of Things (IoT), serving customers with relationship software (CRM), and connecting through mobile technology open new doors. The question is, will employing new digital technology open the door to improved business or drained expenses.

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Mapping the Buyer Journey to Your 3 Funnels

Mapping the Buyer Journey to Your 3 Funnels

Mapping your buyer’s journey to your Commercial Engine Funnel keeps you organized and enables you to provide the most effective interaction at the right time. Buyer needs change significantly during their journey from lead to loyal and so must your content and interactions – if you hope to accompany them.

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Understanding the 3 Funnel Segments of Your Commercial Engine

Understanding the 3 Funnel Segments of Your Commercial Engine

Listen to a discussion around finding prospects, nurturing leads, and closing business and you’ll find the talk will nearly always get around to funnels. The reference is usually to a “sales funnel.” However, the buyer’s journey from new lead to loyal customer actually has three funnel segments – marketing, sales, and service. Understand how to maximize the volume and velocity of each funnel segment.

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Trade shows 101:  14 Ways to Get the Most from Your Investment

Trade shows 101: 14 Ways to Get the Most from Your Investment

Trade shows often get a bad rap due to their high investment cost. However, tradeshows have proven very effective for B2B marketers, especially those selling high dollar products. When done right, tradeshow ROI can be outstanding. They also offer face to face interaction with a wide representation of the market, and provide an opportunity for competitive intelligence. Learn how to maximize your next tradeshow.

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High-level Messaging – Unleashing the Power of Blue Statements

High-level Messaging – Unleashing the Power of Blue Statements

Marketing messages are themes and ideas that are ingredients to be used when creating specific customer facing content. Messaging delivers information and feelings to the marketplace, reflects and builds your brand, and even helps make work meaningful to your employees. Learn how to start your messaging off right, at the highest hierarchy level.

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9 Ways High Dollar Sales Are Different

9 Ways High Dollar Sales Are Different

It’s easy to find marketing and sales advice for commodity products. But what about small to mid-sized businesses selling high dollar products? Where do they get advice? How do you effectively train your sales people? High dollar sales are different.

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A 7-Step Approach to Strong Messaging: Working the Barbell Exercise

A 7-Step Approach to Strong Messaging: Working the Barbell Exercise

To be a market leader you need excellent messaging that’s consistent and persuasive. Your messaging reflects your brand, vision, and core culture of your company. Your messaging should move your audience. Your messaging should propel your brand.

Messaging must not only be consistent in a campaign, but must also stay consistent throughout your entire messaging hierarchy.

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4 Key Elements of Your Sales Overview Pitch

4 Key Elements of Your Sales Overview Pitch

“Sales pitch” is a strange term. It suggests a sales person gets themselves ready and then throws a collection of statements at a prospect. The prospect then either accepts or rejects the pitch.

But, we all know selling high dollar items isn’t like that. It’s about careful, patient interaction. It’s about building a relationship, uncovering needs, and eventually – when the time is right – solving needs.

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Running an Effective Sales Training Meeting

Running an Effective Sales Training Meeting

Effective, motivated, successful sales teams for high dollar products don’t just happen. They must be built and developed so that they are able to confidently discuss and convince prospective customers to make a significant capital investment in your product.

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5 Steps to Finding your Best End Markets

5 Steps to Finding your Best End Markets

When we ask a small to mid-sized company if they know who their best customers are, they always reply that they do. When we ask how they determine their best customers, most say the same thing: the ones who deliver the highest revenue. And which customers do they most want to find? Those that generate the most revenue.

Unfortunately, there are two serious flaws in this strategy. Top revenue generating customers are not necessarily your most valuable and your best customers are not always cloneable.

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5 ideas to help you raise prices

5 ideas to help you raise prices

It’s easy to lower prices. The sales team loves it because they see it as a simple way to create value in the potential customer’s eyes. The marketing team loves it because they can now deliver a “good news” message to the marketplace. And of course, the customers love it too.

Unfortunately, however, at some point the sales and marketing group must raise prices. That is not quite as much fun. In fact, it can be painful.

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