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Charles L Martin has spent a lifetime experiencing hard won sales and marketing battles in the fashion (7th Avenue), film (Hollywood), food & beverage (Worldwide), and social marketing (SoCal) industries. He enjoyed working as an assistant to Liz Ortenberg (Claiborne), Tommy Hilfiger, and producer Scott Rudin, among others. He has worked for Esprit, D.F. Sanders & Co., more than 25 other A-List actors and producers, Rhino Chaser's Beer, EarthLink, United Tranz Actions, OpenTable and now LivingSocial, which is the coolest gig around.

The concept of Anticipation Marketing is his specialty. He loves marketers and sales hacks. He loves (or dislikes) your company. His rants on hotheadblog.com may inspire you. They may ignite you. Either way, it's all good. Follow Charles on Twitter @vendorcloud

Charles is a 4-time marathoner with a 3:58 PR. He also enjoys loads of time with his awesome family as well as advocating in modernist architecture, fine wine, craft beer, master Japanese gardens, xeriscape, politics, and music. email him at vendorcloud@gmail.com .

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Start firing them

By Charles Martin | February 25, 2008

There’s a lot of talk about firing the customer today. There’s actually a lot of talk about firing the bottom 20% of both the customer and workforce base. In a down or paused market, business sets its attention on cleaning house a bit. It’s human nature. It’s a rainy day, so let’s clean the garage.

In one of my ongoing sales cycles for this month, there are a few customers that are clearly playing me. In fact, one says every time that she’s VERY interested and will call me back in 30 minutes because the big boss “just walked in”. I think its interesting she can play this loop over and over more than 3 or 4 times a week. I actually call her just for some uplift and a laugh in a dull day.

She’s fired today. No more fun.

Look over your list of prospects and give that dirt at the bottom the heave ho. You’ll be glad you did and you’ll make room for the buyers on your boat.

Topics: Big biz, Sales Acumen | No Comments »

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