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March 2013 archive

Close the Sale, Not the Door!

Master the Science of Good Closing

The Close doesn’t have to be a big event that’s intimidating or uncomfortable for the prospect and the sales person. It shouldn’t be treated as a major occasion that you approach after overcoming painful hurdles and then confront the prospect in an adversarial way. The Close is actually the opening of a new relationship and should be approached in a natural and positive style. If handled properly it is a pretty easy and simple step in your sales process.

Let’s start with some of the basics, like phrasing the close. You should try to use words that promote a more positive feeling, instead of those that are considered negative words. For instance, try changing the phrase, “If this purchase occurs…” to “When this purchase occurs…” This makes a positive assumption that is based on what previously led to this point, which is the dialogue you’ve been sharing with the prospect and the solutions you presented that matched their requirements. You can even take this statement one step further by saying, “When you make this investment” instead of using the word “purchase”. Investment is a benefits-oriented word, where purchase, sale and cost are words that can be viewed as being negative to a prospect. (more…)

Puget Sound American Marketing Association (PSAMA) Marketing Mix Recap

Last week I attended the PSAMA Market Mix at the Bell Harbor International Conference Center in Seattle, Washington. As one of the few attendees or sponsors not from the area, I was welcomed by the AMA board, other sponsors and attendees. As a sponsor, one of the main goals for ASPE-ROI was to gain brand awareness among Seattle marketers, and I believe out of the 300 attendees, the majority will recognize the ASPE-ROI brand when they see it again, or think of us when they have training needs.

The PSAMA put together a great workshop and presenters spoke about topics including storytelling marketing, display advertising, marketing trends, mobile optimization, big data, video, CRM and much more. With such diverse and interesting topics, it was hard to choose which breakout sessions to attend. However, the two that stood out to me were the big data panel and the luncheon keynote.

Big data is a hard to define term – so hard, in fact, that panelists Shish Shridhar of Microsoft and Adam Wiener of Redfin could agree that any definition should mention volume, velocity and variety, but still had no true definition. During the breakout session “Big Data:  Peril, Promise, Prediction,” Shish and Adam answered questions about how marketers can use big data, and the transformation of what the marketer’s role now entails. Here are a few key points and ideas they discussed: (more…)

4 Pillars of Facebook Advertising

This blog was originally posted on

Unless you’ve shied away from the Facebook world completely, you’ve probably been exposed to your fair share of Facebook advertising. Whether or not you want to see more about country western boots is never up to you, because the social media giant always knows to serve up ads that are similar to what you’ve been doing online. This is exactly what makes advertising on Facebook so enticing for businesses.

To get you on your way, here are what we’d like to call the four main pillars of Facebook advertising: (more…)

Web Seminar Recap: Social Media Metrics

Social media is an exciting, young and growing marketing channel for most organizations. However, it can also be quite a challenge. With little time, no strategy and stretched resources, organizations can easily lose sight about what matters most – the measurements for social media success. This web seminar identified social media metrics that can be easily measured and applied across multiple platforms. By the end of this web seminar, every attendee should be able to jump start the way they measure social media in 2013.

As founder of RSO Consulting, Rob Sanders provides creative and technical solutions to the world of online marketing across many verticals representing healthcare, e-commerce, technology, law, and finance. He also teaches PPC, SEO and web analytics classes for marketing and business professionals in the San Francisco-Bay Area and throughout the U.S.

Rob is Google AdWords and Analytics certified, and has more than 15 years of experience that compliment his core competencies: search engine optimization, pay per click management, social media optimization and web analytics.

Rob received an MBA from the University of San Francisco and is the author of the book “42 Rules for Applying Google Analytics.” He currently splits his time between his homes in San Francisco and Murcia, Spain, and is acting president of the Ama Foundation, a non-profit organization that supports underprivileged children in Nepal.


You can listen to a complete recording of this presentation at Select “View Event Recordings” in the top right corner.  You can also download your own copy of the presentation by visiting our Web Seminar Archives.

Are you interested in more in-depth Social Media training? Our Social Media Boot Camp will teach you everything you need to know!

The Most Common Customer Management Mistakes

You’re Probably Making Them Now

How we manage our customers is critical to the on-going success of our business. After all, without customers we have no revenue, and without revenue we have no business. Yet many companies and sales people don’t pay enough attention to their existing customers to make them loyal clients who continue purchasing into the future. The focus of many companies seems to be toward acquiring new customers at the expense of their existing ones. Since it costs so much more to sell to new customers (up to seven to 10 times more) due to added marketing and sales activities and expenses, it just makes plain sense to focus more efforts on retaining our bread and butter customers.

Here are seven common mistakes that companies and sales people make when managing their customer relationships. (more…)

Web Seminar Recap: How to Use Google+ to Immediately Boost Your SEO Results

Wonder if Google+ is worth adding to your marketing arsenal? Are you new to Google+ and are not really sure how to properly optimize your content for maximum SEO results?

On March 18, ASPE Instructor, Jon Parks presented the free web seminar on How to Use Google+ to Immediately Boost Your SEO Results. In this one hour presentation participants learned about the top SEO secrets for optimizing Google+ pages and how Google+ greatly impacts SEO efforts. (more…)

Web Seminar Recap: Product Theory

Real-World Innovation and Creativity Enablement

Innovation and creativity are business bingo words for sure. Even though they conjure up visions of verbose, empty-suite executives clamoring on and on, they are still critical. At the end of the day, your business grows by entering new markets, adding new products and reacting to changes that impact your products or customers. All which are empowered and amplified by innovation and creativity.

A product portfolio is like a well. The deeper you have to go to find interested customers, the more expensive it gets, and the more work you have to put in to getting business. So if you can find new products or quickly locate new customers, you continue to get the “richness” of margin and easy customers from the beginning stages of the well. (more…)

Making Money on the YouTube Partner Program

This blog was originally posted on

You’ve probably watched a few videos on YouTube, but did you know that you can also use it to make money? YouTube’s Partner Program enables you to quickly and easily start generating a profit.

What is the YouTube Partner Program?

As a free resource for all content creators on YouTube, the Partner Program provides valuable tools to help users increase their audience, build a loyal fan base, and even make some dough while they’re at it.

In this post, we want to emphasize the latter of the three points: making money. Why? Because it just doesn’t make sense not to. (more…)

Web Seminar Recap: Personal Brand Challenges — Loyalty and Legality

In this web seminar, David Mantica and Katie Cothran discussed the legal and professional challenges brought about by internet marketing’s empowerment of personal brand development. It is astonishing how fast and effectively someone can gain near instant creditability when building and maintaining a personal brand. But with everything good comes a bad. The bad in this case revolves around employees. Contractors have no issues in this matter, however, with employees comes employment law and issues of work product ownership. Along with this come issues of loyalty and intent. Both these issues can put the employee in a precarious position.

The presentation covered the issue of loyalty and intent when building a personal brand. It also discussed some basic legal precedents that are out there, and how employment law and work product ownership can potentially increase the risk involved in personal brand development. Finally the presentation looked into the future and what may ultimately happen long term in this area.

In the end, both employees and employers need to understand that personal brand development is real. It is possible, but it involves risk to both parties.

You can listen to a complete recording of this presentation at Select “View Event Recordings” in the top right corner.  You can also download your own copy of the presentation by visiting our Web Seminar Archives.

Interested in learning how to make the most out of your Google online marketing campaigns? Check out our Google Online Marketing Boot Camp!

What Customers Want

12 Tips on Meeting Customer Expectations

How can you exceed customer expectations? First you need to know what their expectations are. When it comes to expecting certain performance and functionality from your product or service, you need to make sure you can deliver on the “speeds and feeds” that you sold your customers. However, there are more basic expectations that are not related to your product or service that need to be met, or even exceeded. More deals are lost because, in spite of how great your product may be, the customer’s basic needs were not met.

So, what are these customer expectations? What do customers really want? Here are 12 things that customers want. I even threw in a bonus tip. How well do you, or your sales team, deliver on these customer needs? (more…)