Posts on Influencer Icecream

Fancy a regular dose of marketing clarity by email?

Not sure, what’s in it?

Is it time to Validate Concerns rather than Overcome Objections?

Is it time to Validate Concerns rather than Overcome Objections?

If we take the perspective that 1) Most third parties who have an opinion about a purchase decision at this stage in the process have the best interests of the buyer in mind; 2)Their opinion makes complete sense from their perspective; and that, 3)Nobody likes being told that they’re wrong… then looking again at the wisdom of Objection Handling can turn your thinking inside out.

read more
How to choose a CRM system for small business

How to choose a CRM system for small business

< Back to the Blog I am continually asked how to choose CRM for small business. Our clients are typically step-up businesses. That is, they are onto some thing and they now want to scale it up.  At some point in this journey their data needs and automation desires mean that minds turn to...

read more
How to overcome the third party veto in a complex sale

How to overcome the third party veto in a complex sale

< Back to the Blog Following a strategy workshop that I ran with Watertight Marketing Certified Practitioner, Joshua Morse, there was some disagreement. Going through the Touchpoint Leak™ Assessment, Joshua rated – Leak 5: No Critical Approval – as Red, whilst the client rated it as Green. I've...

read more
Should you be saying ‘No’ to new business?

Should you be saying ‘No’ to new business?

< Back to the Blog Doing the wrong kind of work is so damaging, I've included it as one of the Four Foundation Foundations in Watertight Marketing. Which means that learning when, and how, to say no to a potential new customer is an important skill for any growing business. Doing it, and doing...

read more
Is their team on your team?

Is their team on your team?

This is the fourth in a series of posts looking at The Watertight Marketing Framework. Today, we’re looking at your audiences, i.e. who do you need to talk to. Buying decisions, particularly high-value or complex ones, are not made in isolation. An enthusiast might spend...

read more
What is Watertight Marketing?

What is Watertight Marketing?

All this week I'll be introducing the Watertight Marketing Framework - giving you the headlines on the key concepts explored in Part Two of the the book. Understanding how real people really buy things is central to getting your business onto an upward curve. Your products...

read more
How many people have an opinion?

How many people have an opinion?

I blogged on Monday about how your business builds up its Commercial Karma through the way it conducts itself with every person it encounters. I often use this phrase, and people seem to like it, but perhaps don't take it as seriously as they could. I'd probably say that taking some...

read more
How’s your Commercial Karma?

How’s your Commercial Karma?

It can seem like successful marketing is about continually getting more and more people to notice you. But, what about the people your organisation has already touched in some way? What legacy does your business leave in its non-marketing communications and interactions?...

read more