Strategico Marketing Group
Improving Sales & Marketing Effectiveness
February, 2008
 Greetings!

Remember when January was a time to get engaged...slowly. Not anymore and certainly not for Strategico.

This newsletter edition illustrates the breadth of marketing & sales related challenges and confirms why we never find it dull. From developing indirect channels to improving your own consultative approach over breakfast; from acting on new competitive intelligence to improving effectiveness at trade shows by serving cake; from killing  sales by giving demos to raising funding for technology firms.

As always, we welcome your feedback and suggestions for future editions.
 
Sincerely,

Brian Pleet
Strategico Marketing Group
In this newsletter...
Dangerous Demos
High Performance Channels
Leveraging Tradeshows
Securing Technology Funding
Let Them Eat Cake
What Others Said
Less is Better
Chaff from Intelligence
Coaching Over Breakfast
Selling to VITO
Who Do You Know?
Blog Review:
Are you giving demos in the dark?
Demo with Care Dangerous Demos

You know what your company offers is amazing... you just have to show it to your customers and they'll snap it up. Clients say they "loved the demo!" Yet, they're not buying. Why?

Consultative selling mandates understanding business pain and qualifying the opportunity. Dangerous demos occur when they hinder taking a consultative approach. A recent entry in Eran Livneh's MarketCapture Blog  The Killer Demo: Why Demos are Killing Your Sales identifies what to avoid and how to succeed with demos.
Workshop:
Build High Performance Channels

How well do your international channels perform? Quickly Grow Your Revenues

Calgary, March 4-5
Vancouver, March 6-7

Technology producing companies creating time sensitive innovations come to understand, albeit sometimes painfully, that the fastest way to grow revenue is using channel partners. Microsoftadmits that their own Independent Software Vendors (ISVs) worldwide ask  then for help with channel development, more often than any other  issue.

In one and a half days, for up to two members of your sales and marketing team, The York Group will deliver the Microsoft-sponsored step-by-step roadmap for channel development . Read more about the Channel Development Workshop.
Event:
Leveraging Trade Shows
Leveraging Tradeshows One Day Workshop

April 29, 2008
Winnipeg, Manitoba
8:00 AM-4:30 PM

Last November, Canada's top authorities on trade shows and competitive intelligence, Barry Siskind and Dr. Jonathan Calof, showed 65 Calgary sales & marketing professionals how to improve their trade show ROI.

The workshop received such positive feedback that they've been invited to a share their expertise in Winnipeg in April. If you're interested in sponsoring  the Winnipeg event or a national tour please contact Karen Cooksley. Winnipeg registration is now open on-line.
Event:
Securing Technology Funding

CCAT Events How things have changed

February 20, 2008
The Calgary Petroleum Club
319 Fifth Avenue SW
6:00 PM-8:30 PM

Have you ever wondered how an IT company raised money before most people had a PC? Join Bill Tempany as he shares his experiences of raising financing through the decades.

Register at the Calgary Council of Advanced Technology.
Portfolio:
Let Them Eat Cake
Strata of Customer Value How does value taste?

Some companies use pie charts to deliver their message..we brought a cake.

Read more about how Strategico integrated lessons learned from the recent Leveraging Tradeshows Workshop into our own event participation. 
News:
What others said about us

This Just In In the Calgary Herald:
Derek Sankey recently quoted Brian Pleet as one of two authorities in last Saturday's Working feature. Go to "Negative Perceptions Haunt Sales Professionals" to see the article.

On All Business blog:
Lori Richardson of Score More Sales recently highlighted one of Strategico's articles on the All Business blog. Click on "What is most important in Sales Success" to read her take on it. 
Article:
Less is Better at Trade Shows

Less is Better Barry Siskind

How do you get the attention of trade show visitors without overwhelming them with too much information?

In this article Barry outlines four specific exhibit planning guidelines for designing your booth that bring you more with less.
New to Strategico:
Separate Chaff from Intelligence
Calendar Alli Marshall
Strix Development Inc.

Alli joins Strategico with a pedigree from the Society of Competitive Intelligence Professionals (SCIP).

Her introduction to Strategico came with an offer to provide complimentary competitive intelligence services to prove her value. Case closed!  Alli quickly delivered a most insightful analysis of best practices but more tellingly, clearly focussed on actionable new sources of competitive advantage.

 Read more about Alli's value-add.
Coaching:
Give Us 2 Hours on Wednesdays

Coaching Series - Consultative Selling Consultative Selling -
Coaching Series


Four Wednesday mornings beginning April 2nd, Calgary
7:30 AM-10:00 AM

You want to be more consultative but can't spare 2 days from the field! We've broken up our popular Consultative Selling Workshop into four, schedule-friendly morning sessions.

Attack your biggest sales challenges; clarifying  value, perfecting a sales process, sharpening listening & questioning skills and confidently approaching new prospects. The coaching format provides for hands-on exercises, immediate feedback and even a nutritious breakfast.

The February series has already begun, but don't kick yourself for missing out - we've set another series for April. Read the workshop agenda and sign up by March 5th to save 25% with our  Early Bird Discount.
Book Review:
"Selling to VITO"
Calendar How do you call on the Very Important Top Officer?

Many of you are calling more often on senior executives in prospective clients. Some of you are familiar with Strategico's Call High - Bring Value Workshop.

We're not alone, nor are we doing something new. Anthony Parinello first wrote his book in 1994  to outline why and how you should be calling the top dogs.

Click here to read a brief, but insightful book review of the 2nd edition.
Careers:
Who do you know?

Interview Marketing & Sales Professionals - Western Canada

We're always looking for a few exceptional sales & marketing professionals for Strategico clients.  Do you know of anyone who is looking to move on?

See our Careers section for full information on the following openings: