Sales

Why Storytelling Is Not Enough

How big is your community? Three hundred? Three thousand? Three million? What does it take to go viral? How long will the notoriety last? How does your story connect to the typical consumer? I mean that literally. If you are on the shelf in one of the 40,000...

Don’t Make These Mistakes When Selling!

When making a sales presentation, whether in person, in an email or at a trade show, remember that it’s a two-way conversation. You need to learn how to sell to this particular prospect as well as explain your product. What I see, hear and experience too often is a...

What to do if you win a Sofi®

A friend in the specialty food business recently asked if entering industry award competitions, like the sofi™ Awards that were given at the Summer Fancy Food Show recently, are “worth it.”  And I have to give the classic consultant’s answer, “It depends.” If winning...

Effective Promotions

Building effective promotions is key to building your sales volume and your brand equity. Having a best-in-class product without a following is an exercise in futility. If no one knows how great it is, how will they know to buy it? Why should I reduce my price point?...

What You Measure, Counts!

“Numbers are the language of business” is a famous adage. This is not to discount company culture, extraordinary products, or brand-building exercises and how they contribute to success. However many small companies don’t review the numbers often enough to help them...