If you remember the good-ole-days of 4-hour, 6-martini lunches, publication sponsored golf-outings, 12x 12-page ad schedule releases to your ad rep, and telling your exhibit house to “bury” another $50k in your exhibit program (so you don’t lose your budget) FAAA GETTT AAABOUT IT! Because not only are those good-ole-days gone, they are never coming back.
The way it is today is the norm. And it’s only going to get worse as publications lose advertisers, trade shows lose exhibitors, and the ripple effect of change affects all of us.
That’s the BAD news!
The GOOD news is that with change comes opportunity. So rather than drink alone and order another martini while you pout about yesterday, look at what YOU can learn to do today to better YOUR tomorrow and insure YOUR future value and personal contribution to your company and its bottom line.
And if THEY don’t like it… you can always add the education to your resume and take it with you.
EDUCATION is the key differentiator in business today. And the more you KNOW. They more you GROW.
Reply here, or contact this writer at 630-642-6500 and request a copy of "TRENDING to help you reduce SPENDING" and learn about 4 critical areas in which you can make SMALL changes with BIG results.
Or, simply DRINK that and go here www.monster.com
Thursday, July 30, 2009
Thursday, June 11, 2009
Today, Ethel Merman (RIP) would need to change the words of her song to... There's WOE business... like show business... Like NO business I KNEW.
Yesterday, a friend of mine told that me he visited a manufacturing show - and it looked more like a "furniture" show. Why? Because since there were soooo many exhibitor no-shows, the show manager simply filled the empty exhibit spaces with furniture as rest areas for the attendees. (Whose numbers BTW are also diminishing.)
HOW BAD IS THAT?
What is it that show managers are NOT seeing? Are they NOT seeing that ROI no longer means Regular Old Invoice? Are they NOT seeing that exhibitors can't measure anything or prove the real ROI requirement = Return On Investment.
Show organizers need to face the fact that THEY have to consider providing the education their exhibitors need to succeed, because exhibitors certainly are NOT being taught by anyone in their companies.
Education is clearly the differentiating factor in business today – and those show organizers that take on the responsibility of educating their existing customers (for retention), and prospective exhibitors (for acquisition) will survive the death spiral that plagued trade publications over the past decade.
Call me at 630-642-6500 for a copy of the recent artice "Are trade shows going where trade publications went?" And you will see what I mean.
HOW BAD IS THAT?
What is it that show managers are NOT seeing? Are they NOT seeing that ROI no longer means Regular Old Invoice? Are they NOT seeing that exhibitors can't measure anything or prove the real ROI requirement = Return On Investment.
Show organizers need to face the fact that THEY have to consider providing the education their exhibitors need to succeed, because exhibitors certainly are NOT being taught by anyone in their companies.
Education is clearly the differentiating factor in business today – and those show organizers that take on the responsibility of educating their existing customers (for retention), and prospective exhibitors (for acquisition) will survive the death spiral that plagued trade publications over the past decade.
Call me at 630-642-6500 for a copy of the recent artice "Are trade shows going where trade publications went?" And you will see what I mean.
Wednesday, April 8, 2009
Getting a NEW job is second today to keeping the one you already HAVE
If the word “marketing” is in your title today, and you’re thinking about getting a NEW job… fa-gett-abouuu-dit!
WHY? Because marketing titles are in the cross-hairs of those looking to benefit themselves by cutting COST in companies today. And like it or not… marketing is considered a cost.
Not an investment. Not a necessity. Not even a requirement or consideration. Just a cost.
You know WHO you are if you’re spending like a drunken sailor, fighting to maintain budgets… keep your staff… or even your own job.
You see publications so thin today they could be mailed in Number 10 envelopes.
You’re listening to ad space sales reps’ deal-of-the-day.
You’ve probably even sat down in trade show floor rest areas, where the show’s biggest exhibitors used to be.
You see it happening ALL around you, so it should be crystal clear that to survive today… YOU TOO need to be beating the drum about the following 3 things to your boss.
1) Cost reduction
2) Efficiency improvement
3) Ways to increase sales
In the real world that we are all faced with today… SALES rules while MARKETING drools, like never before.
Therefore, you should learn your salesforce's problems with prospecting, lead generation, appointment setting and sales closure and work TOGETHER to solve them.
The choice to do so or not is yours. And so is this one... www.monster.com OR www.richarderschik.com
WHY? Because marketing titles are in the cross-hairs of those looking to benefit themselves by cutting COST in companies today. And like it or not… marketing is considered a cost.
Not an investment. Not a necessity. Not even a requirement or consideration. Just a cost.
You know WHO you are if you’re spending like a drunken sailor, fighting to maintain budgets… keep your staff… or even your own job.
You see publications so thin today they could be mailed in Number 10 envelopes.
You’re listening to ad space sales reps’ deal-of-the-day.
You’ve probably even sat down in trade show floor rest areas, where the show’s biggest exhibitors used to be.
You see it happening ALL around you, so it should be crystal clear that to survive today… YOU TOO need to be beating the drum about the following 3 things to your boss.
1) Cost reduction
2) Efficiency improvement
3) Ways to increase sales
In the real world that we are all faced with today… SALES rules while MARKETING drools, like never before.
Therefore, you should learn your salesforce's problems with prospecting, lead generation, appointment setting and sales closure and work TOGETHER to solve them.
The choice to do so or not is yours. And so is this one... www.monster.com OR www.richarderschik.com
Wednesday, March 11, 2009
Take a LQQK in the mirror...
Even 5 years ago I would have never made this statement. But experience and recent exposure to the real-world has enlightened me as to this current reality.
If you have the word "Marketing" anywhere in your title, today, you need to focus on 2 things, and 2 things only in this greed driven, upside down business world.
1. Reducing Company Cost
2. Increasing Company Sales
Why? Because "Nothing Else" matters to those that are deciding on YOUR fate in their minds, in a meeting, or on the phone - RIGHT NOW!
A very famous person said something similar to the following that puts things in perspective, today, like it or not.
"Ask not what your COMPANY can do for YOU... ask what YOU can do for your COMPANY" -- to reduce cost and increase sales.
I totally understand that the only WIIFM (What's In It For Me) in that statement is that it just MIGHT keep you in your present job, which may or may not be important to you.
If YOU are not saving your company at least as much as they are paying you, than YOU are considered to be expendable.
Forget about running more ads, going to another trade show, or creating that next brochure that is only going to generate more sales leads that YOU KNOW won't get followed up. That is unless YOU are actually ready to DO SOMETHING about the lead follow-up problem -- that the sales force is actually blaming YOU for and winning that blame-game with your management.
Think about it. Who's REALLY more important in your company right now? Marketing or Sales?
LQQK around at what should be important to you today and STOP when you're looking in the mirror. Do something to make sure you don't get 3rd prize in the CLIP below.
Copy and paste the link below into your browser.
http://www.youtube.com/watch?v=0WCcKIkMp8Y
If you have the word "Marketing" anywhere in your title, today, you need to focus on 2 things, and 2 things only in this greed driven, upside down business world.
1. Reducing Company Cost
2. Increasing Company Sales
Why? Because "Nothing Else" matters to those that are deciding on YOUR fate in their minds, in a meeting, or on the phone - RIGHT NOW!
A very famous person said something similar to the following that puts things in perspective, today, like it or not.
"Ask not what your COMPANY can do for YOU... ask what YOU can do for your COMPANY" -- to reduce cost and increase sales.
I totally understand that the only WIIFM (What's In It For Me) in that statement is that it just MIGHT keep you in your present job, which may or may not be important to you.
If YOU are not saving your company at least as much as they are paying you, than YOU are considered to be expendable.
Forget about running more ads, going to another trade show, or creating that next brochure that is only going to generate more sales leads that YOU KNOW won't get followed up. That is unless YOU are actually ready to DO SOMETHING about the lead follow-up problem -- that the sales force is actually blaming YOU for and winning that blame-game with your management.
Think about it. Who's REALLY more important in your company right now? Marketing or Sales?
LQQK around at what should be important to you today and STOP when you're looking in the mirror. Do something to make sure you don't get 3rd prize in the CLIP below.
Copy and paste the link below into your browser.
http://www.youtube.com/watch?v=0WCcKIkMp8Y
Saturday, February 14, 2009
Consider the VIRTUAL world as an alternative -- for the SELL of it.
And I certainly don't mean a VIRTUAL trade show.
At least not one that's orchestrated by traditional trade show management organizations that are trying to replace their exhorbitant profits from words like "drayage" and "I&D", with unreasonable pricing for Virtual words like "second-life."
Attention Exhibit Managers ... Don't Be The Next American IDLE! (Forgive me Simon.)
Considering an all time high unemployment rate, today, from companies cutting back on non-profitable people and activities... YOU have to SAVE your company MORE than it's paying you to survive today. And a good way to do it is to LQQK into Virtual World Platforms in which meetings, marketing and selling sessions can be conducted without the traditional costs related to trade shows and their services, and travel.
Where you can get such a platform is directly related to how close you are to your phone right now to be able to dial 630-642-6500 and ask for (Avatar) Richard Erschik
At least not one that's orchestrated by traditional trade show management organizations that are trying to replace their exhorbitant profits from words like "drayage" and "I&D", with unreasonable pricing for Virtual words like "second-life."
Attention Exhibit Managers ... Don't Be The Next American IDLE! (Forgive me Simon.)
Considering an all time high unemployment rate, today, from companies cutting back on non-profitable people and activities... YOU have to SAVE your company MORE than it's paying you to survive today. And a good way to do it is to LQQK into Virtual World Platforms in which meetings, marketing and selling sessions can be conducted without the traditional costs related to trade shows and their services, and travel.
Where you can get such a platform is directly related to how close you are to your phone right now to be able to dial 630-642-6500 and ask for (Avatar) Richard Erschik
Wednesday, January 21, 2009
OK... I didn't vote for him, BUT...
...YOU certainly can't disagree with part of Obama's speech where he said...
"Our workers (YOU and ME) are no less productive than when this crisis began. Our minds (YOURS and MINE) are no less inventive, our goods and services (OURS) no less needed than they were last week or last month or last year. Our capacity remains undiminished, but our (YOUR) time of standing pat, protecting narrow interests and putting off unpleasant decisions -- that time has surely passed. Starting today, we must pick ourselves up, dust ourselves off, and begin again the work of remaking America."
To put this into marketer's and seller's perspective... it's time to get off you asses and STOP blaming each other.
Marketing blames sales for poor lead follow-up, and sales blames marketing for poor quality leads.
Sound familiar? If so... DO SOMETHING ABOUT IT... even if it's wrong. That way, at least you will have learned something from which to improve upon.
It's time to STOP waiting for someone else to fix the problem, when the fix is up to YOU.
If you know how to fix the problem, and can do it YOURself... then by all means don't ever call me.
But if you don't know how to fix the probelm, and want to learn what other companies JUST LIKE YOURS do to convert their leads to sales... call 630-642-6500. and ask for Rich
"Our workers (YOU and ME) are no less productive than when this crisis began. Our minds (YOURS and MINE) are no less inventive, our goods and services (OURS) no less needed than they were last week or last month or last year. Our capacity remains undiminished, but our (YOUR) time of standing pat, protecting narrow interests and putting off unpleasant decisions -- that time has surely passed. Starting today, we must pick ourselves up, dust ourselves off, and begin again the work of remaking America."
To put this into marketer's and seller's perspective... it's time to get off you asses and STOP blaming each other.
Marketing blames sales for poor lead follow-up, and sales blames marketing for poor quality leads.
Sound familiar? If so... DO SOMETHING ABOUT IT... even if it's wrong. That way, at least you will have learned something from which to improve upon.
It's time to STOP waiting for someone else to fix the problem, when the fix is up to YOU.
If you know how to fix the problem, and can do it YOURself... then by all means don't ever call me.
But if you don't know how to fix the probelm, and want to learn what other companies JUST LIKE YOURS do to convert their leads to sales... call 630-642-6500. and ask for Rich
Thursday, January 1, 2009
Shhhhhhhhhhh... Kaaaaaa BOOM!
Did you ever hear a sales person say "I can hear a pin drop in my territory" (meaning they know everything that's going on and where all the sales opportunities are) when in fact they couldn't hear an explosion today?
Why do you think sales people say that? Simple. It's human nature. And despite what MARKETING people may think, SALES people are human.
Sales people basically say that, so no one finds out what they are not doing in their territory. Let me explain...
Suggest to that same sales person, that based on statistics relating to the number of telephone dialing attemps to reach people today to set appointments, the cost of sales calls, the number of sales calls it takes to close a sale, the number of reps seen in a week by customers, and all the other things they have to do besides follow-up sales leads, you know that it's IMPOSSIBLE for sales people to call on prospects and know everything that's going on in their territory -- and guess what? They will agree with you.
FACT: Less than 20% of sales leads ever get followed-up.
There is good reason for poor follow-up. And guess what else? From having qualified more than 1,000,000 sales leads for more than 150 companies over the past 2-decades, we found that in the leads that DID get followed up by the sales department... 87% of them were from EXISTING customers.
So what does all that tell you? It should tell you that sales people are being forced to LIVE with their EXISTING customers today, and IGNORE their PROSPECTS. And that you will get a lot more from your sales team with EMPATHY for their lead follow-up problems, than you will with BLAME for not following up.
Empathize with your sales force's problems and make it easier for them to follow-up leads, then listen to the PINS DROP TOGETHER.
Why do you think sales people say that? Simple. It's human nature. And despite what MARKETING people may think, SALES people are human.
Sales people basically say that, so no one finds out what they are not doing in their territory. Let me explain...
Suggest to that same sales person, that based on statistics relating to the number of telephone dialing attemps to reach people today to set appointments, the cost of sales calls, the number of sales calls it takes to close a sale, the number of reps seen in a week by customers, and all the other things they have to do besides follow-up sales leads, you know that it's IMPOSSIBLE for sales people to call on prospects and know everything that's going on in their territory -- and guess what? They will agree with you.
FACT: Less than 20% of sales leads ever get followed-up.
There is good reason for poor follow-up. And guess what else? From having qualified more than 1,000,000 sales leads for more than 150 companies over the past 2-decades, we found that in the leads that DID get followed up by the sales department... 87% of them were from EXISTING customers.
So what does all that tell you? It should tell you that sales people are being forced to LIVE with their EXISTING customers today, and IGNORE their PROSPECTS. And that you will get a lot more from your sales team with EMPATHY for their lead follow-up problems, than you will with BLAME for not following up.
Empathize with your sales force's problems and make it easier for them to follow-up leads, then listen to the PINS DROP TOGETHER.
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