Andrew Rudin

Five Elements that Create Service Stress for Customers

Despite rigorous measurements and sentiment analysis, the number of bad customer experiences that occur every second isn’t known. How many living trees currently populate our planet? We should know these things. For now, I’ll speculate that they are both large numbers, and one is escalating…

Revenue Growth: Don’t Let the Funnel Fool Ya!

Sales funnels symbolize a widely-known reality among marketers: s*** happens. Funnels instantly remind us that interactions between buyers and sellers are fraught with risks – not that we need any reminding. Funnels also represent our fear that we can assiduously attempt to convert a prospect…

One Sales Interview Question Best Unasked

Every day, I read articles online that I disagree with. No biggy. Much rarer is when I read business advice so ill-conceived, so dangerous, so off-the-wall, that I react with my forehead colliding with my keyboard. “awfjsoefivfdljkmdvfl;jkvxcljkvxcljk;m,..,m.” You can quote me. It happened today when…

How to Execute Better Strategy

In these tumultuous times, I lust for every bit of surety I can find. I search for rules, immutable truths, and superlatives. My motive is patently self-serving. Limiting my perspectives saves time. Nuance? Things to consider? Outliers and exceptions? Too squishy! Give me something concrete…

Acquisition and Retention: The Yin and Yang of Customer Strategy

For customer retention, which of the following do vendors commonly perform: Provide outstanding service and loyalty benefits Impose switching costs through technological impediments and contractual restrictions Engineer convoluted pathways for customers who want to terminate services All of these The correct answer, of course, is…

Sears: Bankruptcy through Management by Magazine

Sears, the company that gave the world Kenmore appliances, Craftsman tools, Sears houses, and catalog retailing “limped into bankruptcy” on October 15, according to The Wall Street Journal (Sears, Once Retail Colossus, Enters Painful New Era).  As one who grew up near two Sears anchor…

Hiring Sales Talent? Seek Evidence of These Three Skills

As a strategist, I look for performance gaps. They are often concealed within operating statistics, and can require sleuthing to flush out.  For me, an adrenaline rush comes from finding a subtle gem and elevating it to the conference room white board. “Strategic priorities for…

Nike and Kaepernick: Oh Baby, Show Me The Money

I’ve often wondered why companies hammer sharp social stakes into the ground. Ben and Jerry’s. Hobby Lobby. Chick-fil-a. Lately, Levi’s – my jeans brand – has advocated for gun restrictions. Gasp! Strongly advocating a social agenda is antithetical to what I’ve learned about marketing. Don’t…

Three Myths about Customer Loyalty

The characters in the HBO series Silicon Valley make us laugh because we’ve met them in real life. The sardonic, whip-smart software developer Gilfoyle. The dweebie, hoodie-wearing tech entrepreneur Richard Hendricks. The Type A-on-steroids venture capitalist Russ Hanneman. The over-the-top greedy, predacious CEO Gavin Belson.…

Marketing for Business Growth, Forty Years on

The temperature in Washington, DC is steamy hot, and my dogs don’t bother lifting their heads when the UPS truck rolls up. Not even a tepid growl leaves their throats. That would take energy. Every August, DC’s torrid pace abates, providing me an opportunity to…

Ethical Selling: American Express Offers a Teachable Moment

“Every ethics question a business person could face comes down to a question you face on your very first sale: what are you willing to do for a buck?”, Philip Broughton wrote in his book, Mastering the Art of the Sale. The question needs to…

Revenue: MiMedx Shows How to Fake It Till You Make It

Suppose your company pioneered a product able to improve the health of millions of people. Suppose that over the past five years, you reported at least 50% year-to-year revenue growth. To cap it off, suppose Fortune recognized your company as the fifth-fastest growing public company…

Long-term Revenue Success Depends on Moral Leadership and Sound Ethical Conduct

Elizabeth Holmes, CEO of Theranos, and John Zimmer, CEO of Lyft, have much in common. They are the same age – born less than two months apart in 1984. Both were accepted into prestigious universities. Holmes attended Stanford, and Zimmer went to Cornell. As undergraduate…

In Sales Forecasting, Quality Is the New Accuracy

“The sales team forecasts $100 million in revenue for the quarter.” Many companies motivate employees with incentives for matching sales results to predictions. Some punish them for being wrong. Some do both. A constant lament:  “Why, oh why, can’t I get an accurate sales forecast?”…

First, Stop Using the Term “Win/Loss”

  “Things are not always what they seem.” We can thank Phaedrus, an Athenian who lived around 400 BC, for that insight. He’s also credited with coining a curious metaphor, “opportunity has hair in front, but is bald behind.” Phaedrus isn’t the gung-ho, up-tempo spirit…

Three Reasons Sales Forecasts Don’t Match Results

“Our sales results never match what’s forecast!” As the saying goes, “if I received a dollar every time I heard this complaint, I’d be contentedly fly fishing in a remote river right now, untethered from the grid.” Inflated expectations? First, we need to understand what…

Announcing 16 New Inductees to the Sales Ethics Hall of Shame

A business scam begins with collision of circumstances. A scheming opportunist crosses paths with a person prone to deception. The extension of trust sparks ignition. As Philip Broughton wrote in his book, Mastering the Art of the Sale, “the moment of maximum trust and cooperation…

Fandango’s VIP Club Inspires No Loyalty

I don’t usually blog about my bad buying experiences, but occasionally there’s a debacle that oozes horrible from every pore. When that happens, I take it as a civic duty to write about it. It’s a way to help others avoid the folly I’m about…

Sales Lesson #1: Don’t “Get” Your Customers to Do Anything!

Every so often, an article with a title like How to Get Any Customer to Take Action Immediately, burbles into my newsfeed. There are infinite variants. No matter what you want your customers and prospects to do, you can count on finding a putative...

Considering a Career in Sales? Find Something Different!

“Do you know what a sales interview is?” a friend of mine quipped. “It’s one person lying about the future, talking to another lying about the past.” My friend knew his joke contained truth. We chatted over lunch, and my friend, newly-retired from B2B...

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