Jim Worrell's blog

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.

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. 

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:

If You Got Brain Cancer

Posted April 21, 2010 - 3:43pm by Jim Worrell

Let's all hope we never get brain cancer.

But if it happens to me, I'm going to seek out an expert in brain cancer.  Not an expert oncologist that has treated breast cancer, pancreatic cancer or lung cancer.  No. I want someone who has extensive experience in BRAIN cancer.  And guess what, I don't care how much he charges me.  Price is not the issue, expertise is.

This is exactly how your customers / prospect think, too.  Business is so compeitive these days that your prospects can choose from a large variety of solution providers, looking specifically for the one company who can solve their specific problem.  Not something close, but their specific problem.  And they will want to see that the selected company has done it before.  And price is not the biggest issue

Asking "What Is Your Budget?" is a Mistake

Posted April 8, 2010 - 3:54pm by Jim Worrell

ImageBelow is another "spot-on" article from my friend Jill Konrath.  Well worth reading.  I have made that mistake too many times myself.  In fact, I made that mistake last week and my colleague commented that I probably left $5,000 - $10,000 on the table, and worse, did not give my prospect (now a customer) the total service that he really needed. 

Life and business are full of leaning experiences.  Read this article to the end, I think the "car" analogy Jill uses is a good one.

Syndicate content