2004 Volume 3 Issue 28
John Coe says it with B-2-B
I've known John Coe just about as long as anyone in the marketing world.
Slept on his sofa when he lived in Cleveland. Shared the platform with
him in a dozen cities around the nation. Have enjoyed his wit - and
Now John has his version of B-2-B marketing - in book form;The Fundamentals
of Business-to-Business Sales and Marketing.
Last week I talked about the 36 books I'm going to re-read in 2004.
Looks like the list just got longer ... as the concept John pounded into me, and floats continuously through his
book, Sell More, Spend Less!, is a theme that is worthy of another
The direct marketing industry long ago learned asking a question and
providing the answer is a good way to keep an audience engaged. John
does this well. Chapter 1 is a question;Why Is It So Tough to Sell
Today? John not only answers that question in depth - he asks a
dozen more in this chapter alone - and gives his experienced response
to each. I like.
A sub-head reads this way;Awareness Does Not Equal Behavior Anymore.
Something I would usually disagree with ... until John explains awareness
is helpful, only when there is a deal, an offer that goes along with
it. Well, not sure that an original thought ... do agree he is right-on.
These days, without an offer very few sales are made.
Much more than the consumer marketplace, B-2-B channels of distribution
have taken off down even more paths. It is a true challenge to first
identify your marketplace with all these new options ... and then to
get your message to the right person. All necessary before a sale can
take place. John talks about these multiple channels, and offers multiple
suggestions on what to do about it.
One of the "hurts" of selling is sales people have never been loved.
Today they are avoided like never before ... because it's easier to
do so. Yet, we all know, since Eve did whatever she did with Adam,
1:1 selling has been a fixture on earth. And it's not going away in
your grandchildren's grandchildren's lifetime. John addresses the extra
effort (and costs) it takes today to make the sale.
There aren't many charts / graphs in the book. Those that are there
are good ... easy to read and understand. Excellent support pieces.
One ancient factor from the consumer trade that has successfully been
applied to B-2-B is RFM - Recency, Frequency, Monetary. Some think,
because the concept is old, it doesn't work any more. Well, those thinking
that way are in the wrong camp. John takes a couple of pages to talk
RFM and what it means today. Good job.
He also has a chapter devoted to segmentation, and what he calls micro-segmentation.
By definition it means dividing to conquer. i.e., really knowing your
marketplace, who needs what you sell and who buys what you sell - down
deep. With all the bits and pieces about prospects and what it takes
to turn them into customers.
John has scattered stories through-out. Experiences he's had in his
business life at Quaker, IBM, on the agency side, with his own several
companies. All beginning while he was working hard as a member of the
swimming team at Miami University (Ohio).
He talks of Ron O'Brian, a top NCAA diver from Ohio State, and what
Ron taught him about diving ... and life; "If you put your head in
the right position, your body soon follows!" John applies this concept
to marketing; get your head in position first - do the thinking and
digging needed first - and the rest usually just takes care of itself.
Good advice for just about any endeavor.
There is a large section titled Offers Determine Why Most People
Respond. The offer, for some reason, seems to be the most difficult
piece of marketing for many to understand. Sure, product and service,
with features and benefits must be there. That is a given. Yet,
without an offer - an extra, a bonus - most sales are just not going
to happen. John thoroughly addresses what an offer is and why it
is needed today in marketing and sales.
Because my own business life has been deep in lead generation, lead
qualification, the chapter High-Yield Lead Qualification is of
particular interest. Some of the language may have changed ... what
has not is more sales are made only when the sales rep is talking with
someone who has a need, understands that need ... and then can make
a buying decision. Lots of good input in this section. And the Sales Conversion chapter
Up-selling and cross-selling are much easier to write about than do.
We've all experienced both processes at our favorite fast-food place
... most of which are excellent at getting you to spend more - on a
whim. For little real benefit. Well, it's tougher in B-2-B. And John
talks about it.
He also addresses creating customer loyalty - a key factor for profits
in the current economy and marketplace.
Planning is a process few wish to do ... most just want to get on with
it. To act. So, John takes a few pages and covers preparing a campaign
and a creative brief. Good lists here ... one of my favorite things
in the book; lists of things to do to be successful.
The same could be said about the database marketing process ... a phrase
that scares those that do understand it, and is ignored by those that
don't. John doesn't hide here, either ... he says it like it is. You
gotta do it - you might as well do it right.
Just as marketing and sales come to a conclusion with measurement ...
did we meet our objectives ... John's book ends on measuring results.
In a couple of hundred pages John Coe shares with you how to do it
Want to know more? E-mail John at email@example.com ...
tell him Ray sent you.
A Big Bonus Offer
Offers is a key section in John Coe's book. And it is here, too.
Full time I'm consulting. Writing. And speaking! So, now is a good
time to tell you about my special BONUS:
When you invite me to speak at your special event,conference, corporate
meeting or association gathering, you get your choice of 100 FREE
copies of either my book, or the audio/booklet direct mail package
titled Magic Marketing Minutes!
For details and to place your product order, OR to book Ray to speak
and thus get your BONUS!, visit Marketing Products. Or
fax +1+928+244-6148. For questions on quantity orders phone Ray at 1+928+785-9400.
In the between time you may find a visit to my speaking web pages worthy
of a few minutes of your time. Surf to Power Direct Marketing.com and
take a look around. A visit to ItISwhatsNext.com might
also be interesting to you. And ... then let me hear from you. Let's
work a deal!
... a loose thought
You Know You Work
In Corporate America If . . .
There are comic strips about life in the corporate business world.
Stand-up comedians make fun of it. Television programming gives business
a less than favorable light. Ditto newspapers and magazines.
So, let's enjoy some of the "facts" of working in big time corporate
America. Here are a few thoughts;
- You've sat at the same desk for 4 years and worked for three
- Your company welcome sign is attached with Velcro.
- Your resume is on a diskette in your pocket.
- The company logo on your badge is drawn on a post-it note.
- When someone asks about what you do for a living, you lie.
- You get really excited about a 2 percent pay raise.
- You learn about your layoff on CNN.
- Your biggest loss from a system crash is that you lose your best
- Your supervisor doesn't have the ability to do your job.
- You sit in a cubicle smaller than your bedroom closet.
- Salaries of the members on the Executive Board are higher than
all the Third World countries annual budgets combined.
- You think lunch is just a meeting to which you drive.
- It's dark when you drive to and from work.
- Fun is when issues are assigned to someone else.
- "Communication" is something your group is having problems with.
- Free food left over from meetings is your main staple.
- Weekends are those days your spouse makes you stay home.
- Being sick is defined as can't walk or you're in the hospital.
- Art involves a white board.
- You're already late on the assignment you just got.
- When 100 percent of your time means 20 hours.
- You work 200 hours for the $100 bonus check and jubilantly say, "Oh
- Dilbert cartoons hang outside every cube.
- Your boss's favorite lines are "when you get a few minutes," "in
your spare time," "when you're freed up," and "I have an opportunity
- Vacation is something you roll over to next year or a check you
get every January.
- Your relatives and family describe your job as "works with computers."
- Change is the norm.
- Nepotism is encouraged.
- The only reason you recognize your kids is because their pictures
are hanging in your cube.
- You only have makeup for fluorescent lighting.
- You read this entire list and understood it.
"It IS What's Next!"
It's become known as "the story".
I've shared it with a number of health care organizations, a database
marketing business, a direct marketing firm, a publishing organization,
a DM association
- and several others. And I'm ready to bring it to your group. (Visit
It IS What's Next!)
When you have a need for a 40-60 minute program, I'll give you this
different, interesting, meaningful, warm and true action presentation.
If you want a half-day
interactive seminar, that can happen, too. For your club. Your company. Your
organization. Your association. Your school or University. Any group you have.
At any place. At any time. For any reason.
It IS What’s Next! is available to you as a Keynote Address. As a special
program. As an opening or closing presentation. As a different / unique session.
Interested? Visit the web site @ It IS What's
And E-mail me Ray@RayJutkins.com
and let's make it happen. I look forward to hearing from you. Soon.
... and one more Idea
An eon ago Burt Dubin came into my life. And has stayed. We continue to
One area of common ground is we're both speakers. And, Burt is a "teacher" ...
working with professionals helping them grow to masters - as well as new
comers just breaking in to the speaker business.
To learn more about what Burt might offer you, visit his exclusive resource
and most interesting web site. Plus, you may wish to opt-in for
his FREE E-zine. It's easy - surf to www.SpeakingBizSuccess.com and take
Or send an E-mail to firstname.lastname@example.org.
A FREE Audio Tape for YOU!
Because Ray Speaks ... it is expected he'll have audio and video tapes.
Why? To share with speakers bureaus, meeting planners and others interested
in what he may have to say. So "yes", there is an audio
tape. And he'll be happy to send you a copy. FREE. No strings attached.
The tape is a selection from several speaking gigs. A few case histories,
some "how to..." ideas. And such. About an hour's worth
of chatter ... some of it actually very entertaining!
If you'd like you very own copy, send an E-mail to ...
with your complete mailing address.
Your tape will be on the way to you within the day.
Oh, when you have a need for a speaker, and feel a demo video tape
could be valuable to you, just ask for a copy. Not much use for video
these days - with the Web - still, we'll be happy to forward one to
As I age, I mellow. So much of what got me excited and maybe even upset
a few years ago I've learned doesn't really matter too much.
Anonymous says it this way;
"Nothing big ever came from being small."
"Quotes with Direction" has been a part of my web site collection
from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/.
There's a new batch up every 4 weeks.
. . . and one more loose thought
Friend Ernie Schell brings you this message.
Direct commerce order management systems have changed a lot recently. The Annual Conference of the eCommerce & Catalog Systems Forum will showcase what's new.
Designed for CEOs and CFOs as much as CIOs and IT Managers, the Conference features Case Studies, Best Practices, Fraud Prevention, attendee roundtables, and an Exhibit Hall. If you want to "compare notes" and "network" with your peers, this is the place to be.
For more details, see www.ecsforum.org. PLUS - get a $50 discount (off the posted price) for each attendee. Just put "RAY" in the "Reference Code" box when you sign up.
... another Idea
New business friend Gerry Sacks of Houston, Texas sent me here. It turns out
this leading information
resource from the financial world offers a
collection of marketing & sales ideas. Still, no matter your business, you
will find good material here. Offered by 80+ experts (including me!)
... visit ProducersWEB.com
Magic Marketing Minutes
Repetition Builds Your Reputation
Every day we are bombarded with hundreds of messages. From radio, television,
newspapers, magazines, outdoor posters, over the telephone, through the
Web and E-mail ... and yes, from Direct Mail.
For this reason you must repeat your message. Here are 9 reasons why you
need to repeat your message:
- Your target audience forgets 90% of what they hear in 2 weeks.
Are they dumb? No! They forget because there's so much going on.
- You must promote your offer. And the reasons to do business with
you. There is no reason for you to "assume" that your audience
got it the first time.
- Your market changes constantly. Families move. People change jobs,
all of which changes your marketplace.
- You need to test new ideas. New designs, new concepts, new offers,
benefits and markets. You need to test to stay ahead of the competition.
- You need to reach out for new business. Unless you look for new
business, you soon will be out of business.
- You need to talk to your customers. One of your best sources of
new business is your current customers. Tell them you want to
do more business with them.
- You need to ask for the order. Although some people may not like
to be sold, they do like to buy. Let your marketplace know you
want them to buy from you.
- You need continuity in the marketplace. You need to be seen on
a regular basis.
- You need continuity of your sales efforts. A continuing follow-up
to your audience.
9 reasons why you need to repeat your Direct Mail message.
After a dozen grand years in the deserts of southwest Arizona, ROCKINGHAM*JUTKINS*marketing is moving to the seaside coastal town of Morro Bay, in central California.
With the WWW, E-mail, overnight delivery and an ever ready airport that allows me to hop quickly to SFO or LAX for points onward, our business model will not change. We'll still be here to work with you!
When all the details are in place you'll be the first to know. Looks like the move is on for the end of February. We already have a phone number (will share it later when it goes "live"). Along with a mailing address and all contact specifics.
Isn't moving soooo much fun!