Browsing articles tagged with " sales Archives page 2 of 6 – Small Business Marketing Sucks"

5 Reasons Why You’re About to Lose that Sale

Jan 21, 2012   //   by John Tabita   //   Business, Sales  //  No Comments

They say there are three types of people in this world: those who make things happen, those who watch things happen, and those who wonder what happened. If you’ve ever lost a big sale and wondered, “What happened?” then, in no particular order, here are the top five reasons why.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Act Like a Salesperson and Sell Something Already

Jan 18, 2012   //   by John Tabita   //   Business, Marketing, Sales  //  No Comments

Once you decided to freelance or start a web business, you gained a new job description: Business Owner. So what’s the purpose of this enterprise you’ve undertaken? Most people think it’s “to make money”—but that’s not a purpose, it’s a result. According to the renowned Peter Drucker, the purpose of business is “to create a customer.”

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Give Your Customers What They Want

Jan 6, 2012   //   by John Tabita   //   Advertising, Business, Marketing  //  No Comments


When I was 14 years old, when the Internet was still ARPANET and “Amazon” was a female warrior from Greek mythology, I discovered science fiction. Satisfying my craving for new and exciting stories each week meant riding my bike to the nearest bookstore, which was just over three miles away, but felt more like ten. Soon, however, the ache in my legs (and posterior) began to pale in comparison to the joy of getting lost in a bookstore. An hour or more of searching the shelves for “just the right book” was all part of the experience, and the discovery was at least as satisfying as devouring the book once I got home.

Read more at SitePoint >>

John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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How to Sell the “Next Big Thing”

Dec 28, 2011   //   by John Tabita   //   Business, Sales  //  No Comments

Depending on who’s talking, the hottest item that should be a top marketing priority for businesses in 2012 is … [drumroll, please]

Social media
Mobile marketing
QR codes
Video marketing
Location-based services (LBS) marketing

Did I miss anything?

When I quit my web business in 2005, none of these existed. What will the next five or so years bring? Like traditional advertising, web marketing is becoming more and more fragmented, and businesses are becoming increasingly selective about how they spend their marketing dollars. What’s more, many small business owners regard advertising and marketing as an expensive, rather than an investment in their business. With this mindset, it’s difficult to convince them that “the next big thing” you’re proposing isn’t just another expense that’s going to take more money out of their pocket.

Read more at SitePoint >>

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Why Marketing is Like a Box of Chocolates

Dec 23, 2011   //   by John Tabita   //   Business, Marketing  //  No Comments

I love dark chocolate, and I can justify my indulgence because it’s the healthiest of all chocolates. Vegetables, on the other hand, are not nearly as sexy; and at the risk of offending any vegans out there, I’d go so far as to say that vegetables are downright boring. Yet, there’s no doubt that eating more of them would be better for me in the long run—albeit less exciting.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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The Best-Kept Secret to Targeting a Vertical Market

Dec 16, 2011   //   by John Tabita   //   Advertising, Business, Marketing, Sales  //  No Comments

I’ve been writing about how to use targeted marketing to attract better clients and clone your best ones. One way to do this is by focusing on a vertical market.

To recap, a vertical is simply a specific industry, like photographers. Yet there are different specialties in photography, from wedding photography, to food photography, and more. You could narrow the field and focus exclusively on wedding photographers. But here’s another way to look at a vertical market:

“A set of customers having the same product needs”

This means that bridal shops, florists, disc jockeys, caterers, and banquet facilities also fall into the same vertical as wedding photographers. This is important to consider when targeting a vertical, because you can focus on marketing to all the companies serving a common customer base.

Read more at SitePoint >>

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Clone Your Best Client!

Dec 13, 2011   //   by John Tabita   //   Advertising, Business, Marketing, Sales  //  No Comments


In my last article, I talked about how setting your sights on “small to medium-sized businesses” was casting your net too wide. That was the problem I faced when I took over our telemarketing department in 2007. I had tons of leads to call, so at the start of a canvass, my team would simply start at the beginning and call through the list. By the end of the calling canvass, sometimes the lists would be completely called through and sometimes not.

This meant many businesses received only two or three calls at most. If the first two went to voice mail and the third was unanswered, then we never even came close to reaching a decision-maker. Once I identified that problem, the next obvious question was, how much time and how many calls should we invest attempting to reach any one particular business?

Here’s how segmenting your market can address that question.

Read more at SitePoint >>

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Target Marketing: The Secret to Finding Better Clients

Dec 10, 2011   //   by John Tabita   //   Advertising, Business, Marketing, Sales  //  No Comments


I belong to a couple of web-related groups on LinkedIn. While these are a great source for news and information, they are also notorious spam magnets. In the Web Development group, I commonly see postings from web companies offering their services. If you’re advertising (or spamming) your web services in a forum full of other web designers and developers, clearly you don’t understanding who your target market is.

Defining your target market is crucial if you want to be successful. Yet most of us fall into the trap of describing ours as:

“Small to medium-sized businesses”

Or even worse:

“Whoever wants my service at the price I’m offering it”

While the first example is a tad bit better, it’s still horribly unspecific. Defining a target market is like setting a goal—the more specific you are, the better chance you have of reaching it. Which goal do you suppose you have a greater chance of achieving: “Make a lot of money next year” or “Earn $60,000 by the end of 2012 by gaining 20 new clients”?

Read more at SitePoint >>

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Understanding the Sales Cycle: Step 1, How to Prepare

Oct 12, 2011   //   by John Tabita   //   Business, Sales  //  No Comments

The critical First Step in the sales process is being prepared.

… there’s no excuse for not learning as much as you can about the company and their products, services, and customer base beforehand. The most ignorant question you can ask when the two of you first sit down is, “So what exactly is it you do here?”

Read more at SitePoint >>

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Marketing in a Post-Recession Economy

Oct 9, 2011   //   by John Tabita   //   Business, Marketing  //  No Comments

Is the recession officially over? Most economists are saying that the recession ended somewhere between July and September of 2009. Maybe I missed something. Or maybe economists just make good money. How does that saying go…? “It’s a recession when your neighbor loses his job; it’s a depression when you lose yours.”

Just in case we didn’t get the memo and the recession really is over, here’s the first item on the post-recession agenda.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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