Driving Demand in 13 Steps


You know your sales machine is working in the right direction when you have people coming to your business more than you are going to reaching out to them to bring them into your business. Once the demand cycle swings your way and most of your growth related activity is spent following up on leads you now are in the enviable position of responding to demand, not creating it. Unfortunately, until your business reaches this exciting level of nirvana, your sales machine is responsible for driving and creating demand. And, once you successfully create demand, the other challenge is maintaining and developing it.

At its fundamental core, the most important component of the demand process is knowledge. For it is through the application of knowledge from our successful experiences that we are able to examine, understand, duplicate, and repeat those accomplishments.

Every single successful sales engagement is a lesson.

If you do not treat each of your selling successes as an isolated incident, you miss out on the opportunity to identify and understand the components of the sales process that worked; and, when laid out next to your other successes, recognize the repeating patterns in your successful experiences. Though some success may, in fact, be an accident or blind luck; repeatable success defined by a process that has been designed through experience and knowledge.

As you begin to explore the question of what do we need to do to create demand and build a stable, reliable growth machine there are several components that you will must examine and understand in order to create something that systematically drives demand and improves revenues:

1. Know who buys from you and why.
2. Know the process that was followed to turn people from cold prospect to passionate client.
3. Know what your best clients value and what they continue to expect and look for.
4. Know where other businesses like your best clients are.
5. Know how to connect into that market or group.
6. Know what tools, tactics, and resources are necessary to generate information and awareness with those future clients.
7. Know how to communicate in a consistent manner with your market using the language of the lessons of your successful experiences.
8. Know your clients’ story – what they loved, why they value your business, why they value the relationship.
9. Know how to share your clients’ story with others.
10. Know how to integrate your functional activities of sales and marketing into a collaborative, supportive process.
11. Know how to continually measure and track your success.
12. Know how to modify your strategy to reflect new and valid knowledge.
13. Know how to educate your sales team and incorporate into their daily activities the behaviors that reflects and supports success.

The success of your growth strategy requires the necessary information, knowledge, feedback, and understanding to make your accomplishments repeatable. The challenge for most organizations is instilling the discipline to learn, understand and identify what works, why it works, and how to make it repeatable. The next step is incorporating this knowledge into a management and educational philosophy and process that puts into practice.

Driving demand is not rocket science. There is no fancy formula or secret. All it really takes is a fundamental commitment to discovering the most efficient way to be productively successful and convert that into a process that empowers the organization to be repeatedly successful.

Dave Cooke is a nationally recognized speaker, author, trainer and growth expert. He leverages his 25 years sales and marketing experience to create and implement strategic initiatives and develop educational programs which increase both revenues and profits.

Dave takes pride in his experience with turbulent and chaotic work environments. Having taken the lead in multiple corporate turnaround projects and post merger transitions, Dave understands the challenges organizations face in challenging and difficult times. It is these experiences that shape his commitment to team, relationships, communication, leadership, and a cohesive, collaborative strategy for revenue growth.

Choose the Best Countryside Restaurants for Your Corporate Events

Category:Financials | General

The region of East Anglia is the perfect place for your corporate events. Restaurants in Norwich, Norfolk and Beccles, Suffolk offer world-class services and meals. These places will delight the senses of your business partners and other distinguished guests.

There are many reasons you should hold your next event in East Anglia. Take note of these when you’re looking for restaurants in Norwich or Beccles, Suffolk.

The region’s proximity from major locations in England is convenient. Your guests from London, Cambridgeshire and Essex can arrive in Norfolk and Suffolk via road, rail or air travel. Traveling to and from the area is possible in just a short span of time.

One way is to hire a coach to drive you all the way to your event location. Your guests can also take the National Express train to East Anglia. The hotel concierge can make travel arrangements on their behalf. Alternatively, they may go directly to coach hire websites to reserve a coach or the National Express’ official website to for train tickets. Land travel also does not take too long. Driving from London to Suffolk, for instance, only takes an hour and a half.

There are two airports that accommodate people flying in and out of East Anglia. Norwich International Airport is located right in the heart of Norfolk, while the London Stansted Airport is situated in nearby Uttlesford, Essex. Those who want to get to their destination faster should always go with an airline. Stansted welcomes Ryanair and Easyjet flights, while NIA caters to Flybe carriers.

East Anglia features a range of corporate events packages. The eastern part of England is growing more popular as an events destination. People choose Norfolk and Suffolk for weddings, corporate events and other affairs. This is the reason restaurants in Norwich and Beccles provide events packages matching every budget and event requirement.

You can choose a simple buffet dinner package for conferences or an elaborate sit-down dinner for executive meetings. There is a wide selection of cuisines to choose from, as the region of East Anglia is rich in fresh produce. Make sure to taste each restaurant’s offerings before you decide which one suits your event. Talk to each restaurant about other arrangements you may need, such as audio-visual aid or perhaps even a DJ. They will be able to provide all these things and more for a much lower price than that of Essex or London.

You can buy unique items for your souvenir basket in these East Anglia provinces. Get fresh produce from local farmers’ markets and include these in your gift basket. Both Norfolk and Suffolk create quality regional wines and beers you can include as thank you gifts. You may alternatively choose natural concoctions for the skin or aromatherapy products that relax your visitors. You can also find farm products such as sheepskin gloves and wool scarves that make charming souvenirs. The choice is yours.

Norfolk and Suffolk offer wonderful views. Inland, these counties offer scenic views of farms as well as old English churches and historical buildings. Near the coast, your guests will see wonderful views of the North Sea. There is a wide array of elegant, breathtaking and relaxing locations to choose from this side of the country. You’ll create an event that your guests will remember and talk about for days on end.

Most Reliable Human ID Verification Systems

Category:Business | General

Who can forget actor Tom Cruise’s memorable scene in the 2002 movie “Minority Report ” when he replaced his own eyeball with that of another human whose retina scan provided access to an unauthorized area. it was as memorable as grotesque a scene in any film.

However, believe it or not, retina scanning, as reliable as it appears, is not the strongest form of human identification today. Fingerprinting doesn’t top the list either. Degenerative eye disease, skin abrasions, injury have knocked them both off the “Mission Impossible” scenario, in favor of palm vein readers. No, not the kind of palm readers you encounter at a fair or attraction boardwalk. These palm readers measure the unique blood flow and vein patterns in your hand.

Facing increasing business issues in insurance fraud, security breaches, hospitals and other medical facilities have been one of the early adopters, upgrading their digital patient identification systems to eliminate identity issues in the provision of healthcare services. Because vein patterns exist inside of the body and are unique in every human being, palm vein readers create a digital image of a person’s palm based on the individual’s unique vein and blood flow patterns. Once a patient’s palm has “been read”, a simple placement over a small desktop scanner provides accurate identification and retrieval of personalized medical records.

Thus, palm vein reading is a much more reliable, accurate security screening and human identification technique. After the patient’s palm has been “read”, a digital “palm print” image is created based on the unique blood flow pattern. That image is stored in the hospital’s patient database, making the process of future registrations and the transfer of medical records easier to complete.

Hospitals aren’t the only venues utilizing this new technology. National security clearance buildings, high security government buildings, private sector research and development facilities are also opting for the more reliable system. This type of security enhancement can also play a crucial role in the world of global espionage and crimefighting techniques. While plastic surgery can alter the physical cosmetic look of a person, the body’s blood flow patterns remain in place.

Perhaps insurance companies, universities and transportation facilities may also adapt this type of technology in the future to ward off fraud and discourage dishonest academic initiatives on college campuses. While it may not be as sexy on the big screen, palm vein readings have demonstrated to be the most reliable human identification method.

Starting an Island Business – Hire a Logistics Company to Maintain Your Inventory Supply: 5 Reasons

Category:Business | Financials | General | Technology

Logistics companies might be the perfect solution to this problem. The art and science of logistics started way back in World War II as an effort to get the right amount of supplies to the right troops at the right time. Since there was a lot of fighting going on in the Pacific theater, our military had to become proficient in supplying island outposts and ensuring inventory through efficient shipping and air freight. In the time since, logistics companies have built on that early knowledge and have refined their supply and distribution practices until they’re as efficient and cost-effective as possible.

You can take advantage of that seventy-plus years of experience, to manage the product inventory for your business. If you are starting an island business, you simply must hire a logistics company. Here are 5 reasons to hire a logistics company to maintain your inventory supply.

1. Greater Flexibility and Time Savings

By hiring a third-party logistics provider to handle your supply chain, you free up time for you to focus on your business. You can rest assured that your shipments and supply chain will be completely taken care of, allowing you to focus on your greater business strategy. Many entrepreneurs claim they never have enough time to focus on all aspects of their business. As Michael Gerber explains in the E-Myth, you need to have systems in place so you can brainstorm and focus on strategy. By outsourcing your logistics, you’re doing just that.

2. Take Advantage of Logistics Company’s Bargaining Power for Cost Savings

Logistics companies broker shipping to a number of freight carriers. Due to their experience, and the size of their orders (since they are likely managing more than one account) they have huge bargaining power with freight companies. This translates to greater savings and better terms for you to ship your goods.

3. Greater Control

Logistics providers use state of the art software and experienced supply chain engineers to track and manage routes and shipments. They should have plenty of experience to draw on to make sure that your shipment does not get held up at a loading dock in some highly regulated country, and have access to more routes and shipping times than you would individually.

4. More and Better Information

Also, since logistics companies have state-of-the-art software to manage shipments, they often know exactly where a given shipment is at any given time. If a shipment is ever late, or a client needs to know when to expect an order you can supply that information often instantaneously.

5. One Contact For All Problems

Finally, if you ever experience any problems during the shipping process, you have one contact to go to rather than having to track down the contact information of the freight company handling that particular leg of the shipment. This saves you a lot of time and energy. You can simply call the logistics provider, explain the problem, and they will use their weight as a freight broker to get the problem resolved immediately.

Logistic Consultants Work To Improve Business Supply Chains

Category:Business | Financials | Technology

Business is all about making money unless of course it is a non-profit set out to free the world of injustice. One thing all business owners for profit or not have in common is that they are always on the lookout for cutting costs. This is truer now than ever before with the constant shifts in our economic culture. Business’s are no longer frivolous when it comes to who is offering services to them and at what costs. It is no longer a given that business owners will stick with old suppliers if new suppliers offer the same services at lower rates. More businesses turn to consultants to keep their businesses running efficiently.

One business affected by the economic down turn is the shipping industry. The competition is increasingly high to deliver high speed delivery at reasonable costs locally, nationally and globally. This in turn affects industries relying on these services for shipment of their products and for their product shipments. Logistic services firms are called in to do a complete supply chain audit for companies. With this a company can improve their receiving and distribution expenses and maintain or improve upon existing quality.

A supply chain audit starts by doing a freight analysis. This is done to determine where the business stands as of the moment the logistic service team walks in. Later on this will help provide a starting point to measure future results. The analysis will look into two major areas that can increase costs substantially which are the actual freight costs and fuel surcharges.

It is important that a supply chain audit is thorough. Logistic service firms will audit and evaluate shipment lanes, shipment volumes and discounts, rate and class categories, fuels surcharges and current pricing arrangements. It is important for the logistic team to get information on where the business is in comparison to industry averages to see how much room is open to negotiate better terms for their client. There are several tools that are used as benchmarks within the supply chain industry such as; air freight, small parcel, ground freight, international/global freight transportation, truckloads, ocean, rail, canal, warehousing or a combination of services.

A supply chain audit provides a logistic team with the information it needs to optimize logistic services within the company. The next step after knowing where issues exist, after negotiations and answers are given is to implement the plan and make the necessary change to the businesses logistic division to maximize mode optimization.

Implementation of the various levels of supply chain audit can be done with either help from the logistic consultants or without. That will be dependent upon each individual company. If choosing to implement the changes within the company without help from the logistic service consultants it is wise to at least allow them to reevaluate the changes a few months down the road to make sure everything is working as it should be and that all areas that needed addressing have been and are implemented as desired.