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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), beverage (Worldwide), and financial industries (SoCal).

His clients, past and present, include Liz Claiborne, Tommy Hilfiger, Esprit, D.F. Sanders & Co., more than 25 A-List actors and producers in film, Rhino Chaser's Beer, among others.

The concept of Anticipation Marketing is his specialty.

He loves marketers and sales hacks. He loves (or dislikes) your company. His rants 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, Stella Artois, and Craft Beers like Craftsman Racer 5 and Dogfish Head, master Japanese gardens, xeriscape, politics, and music.

email charles at vendorcloud@gmail.com

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A few ways to capitalize on the times if you are a seller

By Charles Martin | October 7, 2008

Reduce your current client’s rates where you can — many of your current customers are overpaying for your services.  Reduce it now before their accounting team gets on the move Jan 1.  See what I said about Jan 1.

Go to long-due prospects and give them a three-point written proposal as to why it’s prudent to sign now as opposed to never or later.

  1. Say that your company is utilizing the last of it’s credit facilities to give new customers a chance to come aboard.
  2. If your company is solvent and sound, offer that as a foundation for working with you instead of a shakier competitor.  If your competitors are big and scary, but solvent, then go after public company downers like boards of directors that will slash call centers and other support mechanisms Jan 1.  As much as I hate fear as a seller, now’s the time that it may be beneficial.
  3. If you don’t already have it, put together a marketing sheet (1 page max) on the current big and important clients that have re-confirmed (this means not your old hack sheet with old testimonials — this is a fresh one pertaining to the new economy) their commitment to your company.  This may prove to be something that moves people to be with the better boat in rough waters.  “After all Mr. Prospect, would giant XYZ Widgets stick with us if they though they could do better in this buyer’s market?”

Go out and be creative and take out some of your oldest tricks.  As buyers do become more powerful just by the sheer amount of poor-mouthing that is guaranteed to occur soon, you need to be ready and give them things that have merit, value, and substance.  Just for a short time, quit all the lovey dovey fluff and get right to the point of your call.

Topics: Odd file, Sales Acumen, Uncategorized, politics | No Comments »

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