Richard Fouts

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Archives for January, 2010

Don’t Let the 4 C’s of Marketing Send You to the Back of the Bus

by Richard Fouts  |  January 29, 2010  |  6 Comments

There’s a whole movement around replacing marketing’s 4 P’s with the more modern 4 C’s.  And if you check out Paul Duany’s blog, you’ll get a taste of the conversation and controversy.  By way of review, Dunay’s 4 C’s of B2B Marketing are: Content – the creation of a steady stream of engaging content Connection [...]


Category: Marketing Strategy     Tags:

How to Use SMS in Sales Communications

by Richard Fouts  |  January 7, 2010  |  7 Comments

One of our Account Executives, Amanda Duffy, asked me if SMS was the next voicemail. There’s no question voicemail has declined rapidly in recent years as we’ve shifted our messaging preferences to email, text messaging, and now Twitter, Facebook and LinkedIn. Why the decline in voicemail?  Simple … it is not an immediate response tool, [...]


Category: Personal selling     Tags:

How to Manage a Customer Reference Program

by Richard Fouts  |  January 5, 2010  |  5 Comments

The biggest challenge is convincing customers to be references. Customers naturally become concerned about the time required to be a reference (especially if you want them to be available for a telephone conversation with a prospect).  Hence, there are two things you can do: 1.  Tell customers you put a limit on the number of [...]


Category: Uncategorized     Tags: