An EMC can help small firms start exporting
Can you imagine standing on a random street corner waiting for a stranger to walk by so you could stop him or her to propose marriage?
What happens when you go into a store and a sales person comes up and asks, “May I help you?” Unless you know exactly what you need, and you’re ready to walk out with it, you say, “No, thanks, I’m just looking.” The same thing happens when the only call to action available on your website or piece of content is, “Call us.” You’re asking a person to immediately decide to talk to a stranger. That creates a lot of friction. Calls to action are effective when they’re appropriate to the stage of relationship you’re in with your prospect.
I’ve spent time on both sides of the camera, both as a TV reporter and, for the past 20 years, as a public relations consultant, working closely with clients in Minnesota and across the country to prepare them for interviews.
They watch their reps leave the office for a meeting and, eventually, a purchase order comes in. What happens in between are sales activities that owners may never see—such as emails, follow-up calls and proposals.
THE PLATINUM GROUP
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