The goal in business is to outdistance the competition and make profitable sales by producing more customer-friendly products or services. To reach this goal, you need an advantage to improve your batting average-but it's getting more difficult and complicated to obtain this advantage, let alone keep it.

A CPA firm spends $11,200 on a Web site that attracts only a handful of visitors. An insurance agency invests $80,000 in an advertising campaign and no one sees the ads. An alternative health clinic sends out 8,000 direct mail fliers and gets 26 responses. A manufacturer spends $28,000 on an attractive brochure that no one uses.

A MARKETING MINDSET CREATES CUSTOMERS by John Graham As the insurance organizations marketing meeting began, the president stated, We need more sales. This might see...

ADVICE ON DEVELOPING A PRODUCER RECRUITMENT PROGRAM 'What advice would you offer an independent agency on a step-by-step basis, for deve...

Are two salespeople better than one? Sometimes yes and sometimes no.

Well-planned, well-executed joint sales calls can impress customers, add additional value to the product or service you sell, close sales, and retain business. But when a joint call goes bad, the results can be disastrous.

If you're a principal in a privately held insurance agency, establish a value creation quota for each shareholder. Here's how: A month before your next planning retreat, provide each shareholders with a statement showing the value of his or her share of the agency's stock. If you don't have an appraisal, simply use your best estimate.

If you’re in sales, you know the feeling. It’s the middle of the night about two weeks after starting a new job. You were enthusiastic and could hardly wait to get going. Now, your head is full of doubts. You try to shove them aside, but they don’t go away. “Everything is new,” you tell yourself. “I just need to give it a little more time.” However, the doubts keep coming back.
The gap between what you were told about the job and what’s actually happening grows wider by the day. After about three weeks, you finally ask yourself, “Have I made a mistake?”

If you're in sales, you can identify with this situation - about two weeks after starting a new job, you begin to doubt your decision. You detect a widening gap between what you were told to expect and what actually occurs. After only a month on the job, you conclude, 'I think I made a mistake.' You're probably right, because salespersons seem to be more prone to selecting the wrong job. Too often, their profession's tendency to stress the positive and minimize negative factors extend into their approach in choosing a job.

COMPENSATION PROGRAMS THAT ATTRACT, RETAIN, AND MOTIVATE TOP PERFORMERS by Suzy Hammet Dont jump to the conclusion that you have to offer top-dollar salaries to attract the most ta...

DIRECTING AGENCY SALES EFFORTS by Carol Hammes Follow this four-step process and watch your sales and earnings grow. Sales management doesnt have to be complicated. I...