The Special Sales Group, moderated by Brian Jud, recognized expert at sales "beyond the bookstore", looks at marketing to customers such as corporations, the military, nonbookstore retail and many others.
Latest Activity: Aug 25
What is your secret weapon, the one thing you offer that will help your prospects more than anything else they can do? Think of this as a supply of “benefit” arrows in a quiver, and you choose a…Continue
When selling your books to corporate buyers, assess their appetite for taking risks. One way to do that is to ask them about the promotional campaigns they have completed in the past. How were they…Continue
Do you shy away from taking a risk, or do you consider it an adventure? It depends on your definition. The word “risk” has roots in the Italian word rischiare, meaning, “to dare.” Strike the right…Continue
“People aren’t buying a vehicle when they buy a Tesla. They’re buying a futuristic experience. Customers aren’t comparing Teslas to anything,” says Akos Tolnai (Harvard Business Review, July-August).…Continue