How to Win in America

When Opportunity Calls, Answer the Phone

Posted July 19, 2010 - 10:09am by Jim Worrell

Two weeks ago I received a phone call from the editor of the New York Times requesting an interview about drug development in India. Of course, I took the call.

The article, "India Expands Its Global Role in Drug Production", provides a great overview of the drug development trend in India. It is written by the Times reporter in India, (an American), and provides a very balanced blend of information. I suggest you read it. (And please excuse my self-promotion).

It is interesting to note how this call came about. It is part of the marketing mix that helps drive reputation, credibility, and sales.

A Trade Show Is Not A Marketing Strategy

Posted June 30, 2010 - 12:54pm by Jim Worrell

ImageDIA is over for another year. How many leads did you collect?

What kind of follow-up are you doing?

Where are the business cards?  In a database or in a drawer?

While at DIA this year, I spoke with several of my international friends about their marketing strategy for the USA market. They said, "I do this show every year". When asked about how their sales are in the USA, they replied "not growing at all." No wonder...a trade show is not a marketing strategy.

Selling Science

Posted June 25, 2010 - 9:59am by David Worrell

Chemistry, Biology, Pharmacology, Physics, Astronomy, Oceanography...Sales?   If you are a scientist, you appreciate the deep structure and processes in your chosen field.  The table of elements is not random, it reflects a certain order to the universe, and knowing that order empowers you and your business to do great things.

Selling is no less a science than Chemistry or Biology or Astronomy.  There are rules, methods, and structures within the field of sales that the most ardent scientist would appreciate.  

What is your company's brand reputation?

Posted June 24, 2010 - 1:45pm by Jim Worrell

AmeriStart - What is Your Company's Brand Reputation?Quick… what is the ONE thing customers or prospects think about when they think of your company?

If you have to think about it too long, your marketing needs improvement.

A few quick examples using the automotive industry:

• What brand stands for SAFETY?
• What brand stands for PERFORMANCE?
• What brand stands for ENGINEERING?

Customer Service, American Style

Posted June 17, 2010 - 8:33am by Jim Worrell

Have you ever provided poor service to a customer, such that they were at least somewhat dissatisfied with your service?

If so, you are not alone. It happens to all of us in the service business at one time or another.  What matters is how you handle this. If you are dealing with American sponsors / companies, it can mean the difference between keeping or losing a customer.

A quick story to make my point.

Last week I took my car into the dealer for several repairs. When I came to pick it up several hours later, it was obvious that one of the repairs (a wheel well liner) was not completed. I brought it to the attention of the Service Manager who immediately told me he would make it right, AND he offered to do it at no charge (this was a $230 repair).  In addition, he offered to give an additional repair at no cost.

When the CEO Stops Selling

Posted June 1, 2010 - 8:27am by Jim Worrell

Business Face-to-FaceMany years ago I read an article about Michael Dell and Bill Gates. The main point of the article was how they used customer contact to guide their company's in the right direction, to anticipate changes/shifts in the market, and to build relationships with key customers.

The article noted that they spent up to 40% of their time in customer-facing situations.  40%!  Given all the things on their desk, that seemed like a lot of time.

What do You Want Your Customers to Remember?

Posted May 25, 2010 - 9:46am by Jim Worrell

Quick.... what is Volvo's market position?  Right... safety.

How about BMW?  Performance.    Mecedes?  Engineering and status.

What do customers think of when they think of YOUR brand?

The easiest way to imagine this is what I call the "web site test."  When a visitor goes to your web site, spends a few minutes there, then leaves... what is the ONE thing you want him to remember?

"Memorable" Differentiation

Posted May 21, 2010 - 9:36am by Jim Worrell

ImageYesterday I attended a webinar on the attributes of high-growth professional service companies.  (I think I will offer this to all who are registered for our newsletter).  There was one thing the research showed was common to all high-growth service companies... you guessed it... a strong differentiator. 

The Speed of Business in America

Posted May 18, 2010 - 9:24am by David Worrell

America is the land of fast food, fast cars, and fast business.  The title of a popular movie a few years ago was "The Quick and the Dead"...  That about sums up the business culture here -- In America your business can be quick or you can be dead.

  • YouTube is fast -- in just 5 years they've grown to serve 2 Billion customers a day.
  • Apple is fast -- just 4 weeks after launching the iPad, the company announced the second generation

This is not just a cultural phenomenon, it is an established economic reality.  The market is changing faster than ever and opportunities do not last long.  How does this translate into your business?  Good question.  Here's 5 ways to speed up your business and satisfy your American customers....

Great Business in Bad Times

Posted May 18, 2010 - 8:25am by Jim Worrell

ImageYes, its a tough economy.  Although things seem to be improving since the first of the year, the economy is still sluggish and money is not flowing like it was 24 months ago.

There are many strategies to help offset this temporary downturn in business (yes, it WILL come back, just as it has for decades and decades).  But one of the most simple strategies is the following:

Call a meeting of your department heads.  Give them one agenda item:

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