Hats off to Great Garden Plants for a super job on their email signup forms. On the navigation that appears on every page, their signup form follows several best practices. (Click on the headline for more…)
What Merchants Need to Know About Selling Value
In my last blog post, I mentioned that one common theme at last week’s NEMOA conference was the importance of selling on value. In a presentation titled The Consumer is Changing, Are You? Lois Boyle-Brayfield of J. Schmid & Associates pointed out that all too often, merchants equate selling value with discounting prices. Big mistake! Lois offered a long list of ways to demonstrate value. Among them: (Click on the headline for more…)
Take-aways from the NEMOA Conference on “Selling to the New Consumer”
I just returned from the NEMOA (New England Mailorder Association) conference, which featured some excellent programming on “Selling to the New Consumer.” Many of the sessions had a common theme. At the risk of over-generalizing, the consensus among the speakers seemed to be: (Click on the healdine for more…)
How to Identify the Shoppers Among the Searchers
A lot of companies spend a lot of money chasing very broad search terms in an effort to reach a larger market. The problem is the majority of searchers aren’t imminent potential buyers, so it can be easy to waste a lot of money this way. When refining your keyword list (Click on the headline for more…)
The Key to Establishing Trust in Social Media
A fundamental part of the sales process always involves establishing trust. While that’s often easier face-to-face, catalogers and online merchants still have plenty of tools to rely on: guarantees, testimonials, customer reviews, knowledgeable sales reps, product comparisons, the depth of information provided.
In social media, there’s one vital element in establishing trust that many marketers ignore. (Click on the headline for more…)
