The Axioms of Selling Blog

Suzanne Franks

Suzanne Franks
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21 Nov by Suzanne Franks

I began practicing yoga 4+ years ago as a way to stay fit, flexible, and healthy so that I could maintain my type A lifestyle. At that time I was working in the chaotic world of local media sales which further accelerated my type A tendencies.

Actually, I did not find yoga. Yoga found me. The studio I chose to practice at fit conveniently into my hectic schedule, offering classes five nights a week at 8:30pm. This gave me time to rush home from work, feed my family, get the homework underway, race to the studio, lie down on my mat, and wonder if anyone remembered to feed the dogs.

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14 Nov by Suzanne Franks

The launch of a new product can be an exciting time for a company. Nearly every department has a role and expectations are high.

Leadership describes how sales of the new product will positively impact the company's future and help position the company strategically for long-term success. Excitement is palpable, except in sales, where the launch of the new product is usually accompanied by a newly raised quota.

Unfortunately, an all-too-common result of new product launches is that sales don't live up to those initial expectations. And it's not for lack of effort or product quality.

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01 Aug by Suzanne Franks

This past semester my daughter was required to take art to graduate. While most kids would see this as a blessing - "Art? Yippee! How hard can that be?" - My daughter saw it as the coming bane on her permanent record.

Grace is a bit type A and she works very hard to excel at her studies. But, art? Well she doesn't have much talent for drawing and she couldn't see how she would be able to excel. I was bracing myself for a grade somewhere south of B.

What greeted me at the door the day after her first art class was something I never expected. "Mom," she said, "when I entered the art room and the teacher said, 'grab a sketch pad,' I began to sweat. She told us to look in the mirror on our desks and draw a self portrait."

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23 May by Suzanne Franks

We all know the local media world has been, and is continuing to be, rocked by disruptive technology.

Less than 20 years ago the prevailing media mix for small and medium sized businesses (SMBs) included local newspaper, yellow pages, maybe direct mail, and if their budgets were substantial, perhaps radio, television or outdoor.

SMB owners were visited by two to three advertising reps throughout the year that placed their ads so that their phones would ring or customers would come through their doors. To borrow lyrics from a Carly Simon song, "It was so easy then."

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18 May by Suzanne Franks

Traditionally, identifying competitive advantages means finding ways in which companies differentiate products and services.

Being faster, better, more feature-rich and cost effective are differences that drive product strategies, R&D efforts, marketing and advertising campaigns, sales approaches and collateral materials.

But, oh, how things have changed.

"It doesn't matter what products you buy. Most products are now good enough to serve the majority of users most of the time." - Simon Hayward, VP & Gartner Fellow

Most products, especially those from the technology sector, do more than the average customer could ever use. Product manuals are inches thick. Just the number of features and functions, in some cases, make them too overwhelming to consider.

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