Cutting through the Noise

Utilizing creative marketing techniques to promote your brand, products

About The Author: 

Amy Osgood is assistant editor for Water Quality Products. She can be reached at 847.391.1025, or by e-mail at aosgood@sgcmail.com.

Activation Date: 
January 1, 2006
Issue Reference: 
Legacy
Legacy ID: 
17099

Seminars—Tell More to Sell More

When properly planned, developed and carried out, seminars can bring prospects to you

Activation Date: 
January 1, 2006
Legacy
Legacy ID: 
16942

Direct Mail—Costly but Personalized Promotion

Of all the promotional tools at your disposal, direct mail is probably one of the most expensive, but at the same time, it is the most controlled and most personal. Despite this, marketing management often overlooks direct mail because it is usually only highly visible to companies that already enjoy using it properly. With a little thought and planning, direct mail can be cost-effective and even highly profitable.

Deck: 

What you need to know to plan and launch a successful direct mail program

Activation Date: 
December 1, 2005
Issue Reference: 
Legacy
Legacy ID: 
16536

Certification & Product Liability

Avoiding liability through development of standards and certification programs

About The Author: 

Rick Andrew has been with NSF International for over six years, working with certification of residential drinking water products. He has been the technical manager of the Drinking Water Treatment Units Program for over three years. Andrew is a member of the Editorial Advisory Board of Water Quality Products. He can be reached at 800.NSF.MARK, or by e-mail at andrew@nsf.org.

Activation Date: 
November 1, 2005
Issue Reference: 
Legacy
Legacy ID: 
16441

Revive Your Enthusiasm to Facilitate Sales

A sale is a transference of enthusiasm. It sounds so simple, but the problem is that as we stay in our industry, time and rejection whittle away at our enthusiasm until it is so weak that the loss can cost sales. I recently realized how important product enthusiasm is to facilitating sales.

Deck: 

Removing the equipment from your own home may be the answer

About The Author: 

Carl Davidson is president of Sales & Management Solutions, Inc., a consulting firm specializing in sales and management video training and live seminars exclusively for the water equipment industry. He has authored several books including Financial Secrets of the Water Improvement Industry and numerous articles. Send comments to davidson@salesco.net. For a free demonstration video, newsletter and list of products, contact Carl at 800-941-0068; www.carldavidson.com;davidson@carldavidson.com.

Activation Date: 
August 26, 2005
Issue Reference: 
Legacy
Legacy ID: 
16291

Eight Steps to Getting Free Press

“You have to be confident enough to initiate the first contact, and creative enough to develop ways to present what you are selling in a newsworthy way.”

Deck: 

Effective planning improves your chances of success, and your material will be less apt to wind up in the dreaded circular file

Activation Date: 
August 2, 2005
Issue Reference: 
Legacy
Legacy ID: 
16253

PR—Getting It Right

Remember, good public relations is not a part-time activity. Total communication affects everything, from the highest policy decisions to the way people are greeted at your door.

Deck: 

How to choose and work with a PR agency

Activation Date: 
August 2, 2005
Issue Reference: 
Legacy
Legacy ID: 
16251

Adopt Darwinian Marketing in a Soft Economy

The economy is soft. Capital budgets are shrinking. Projections for growth remain conservative. Instead of adapting to change and seizing opportunities to strengthen market position, many businesses are committing one critical error—slashing marketing budgets.

Deck: 

Tips for growing business at the expense of your competitors

About The Author: 

Kelly Howard is senior VP at A.B. Isacson Associates, a New York-based public relations firm specializing exclusively in business-to-business marketing. He can be reached at 212.529.4500, or by e-mail at kelly@abipr.com.

Activation Date: 
June 5, 2005
Files: 
Issue Reference: 
Legacy
Legacy ID: 
16162

Smart Software

Software is supposed to make your life easier. It is supposed to ease, simplify and validate data input. It should also provide instant and complete access to that data

Deck: 

Is your office quick, efficient and paperless?

About The Author: 

Bryan Trilli is systems specialist for KDS Moses Inc., Adell, Wis. Trilli spends most of his time traveling throughout North America making water dealers’ operations more efficient and cost-effective by utilizing Watertight workflow management software developed by KDS Moses, Inc. He can be reached at 800.676.6109, or by e-mail at btrilli@kdsmoses.com; kdsmoses.com.

Activation Date: 
June 5, 2005
Issue Reference: 
Legacy
Legacy ID: 
16157

Back to Basics

Pouring money down the drain, it certainly seems so to many companies who are faced with ineffective sales and marketing programs. Marketing is demanding. It requires clear business objectives, and yes, execution. Unfortunately, even then your efforts may not deliver the desired results.

It would be great if your customers could recognize the value of a RO system or softener instantly without focusing on the price. But due to pressure from the big boxes, there is always a dealer willing to cut the price.

Activation Date: 
June 5, 2005
Issue Reference: 
Legacy
Legacy ID: 
16156