Feb 13

Verdades Verdaderas IX

The confident ask questions to learn what will connect. The insecure just keep talking with the hope something will stick.

Feb 13

6 necesidades necesarias.

Everybody knows that selling entails meeting your customers’ needs. However, it’s a huge mistake to assume that the most important needs are those that show up on a RFP or in a business discussion.

According to research conducted by the Chally Group (I’m writing a book with their CEO, BTW), customers have six needs that are rarely expressed outright, but which are the true foundation of a customer relationship:

1. “I need you to be accountable.”

Customers hate “hit and run” sales. If they’re working with you, they don’t want you to pass the buck to “sales support” or anyone else if something goes sour.

2. “I need you to come prepared.”

Customers hate being interrogated. Never expect your customers to answer questions about anything that you could have researched yourself.

3. “I need you to be on MY side.”

Customers risk their careers and companies by doing business with you. They expect you to represent THEIR interests and not just your own or your firm’s.

4. “I need you to make things simple.”

Customers, like everyone else, live in a constant state of information overload. They don’t want more data, they want you to make sense of the data they’ve got.

5. “I need you to be accessible.”

Customers want you to get back to them immediately if they call with a problem or question. If you don’t, you’re telling them they aren’t important to you.

6. “I need you to be an outsider.”

If customers could solve their problems themselves, they would. They’re hiring you and your firm because an outside perspective brings new creativity to old problems.

Desde las filas de INC.

Jan 13

Verdades V

“There’s no secret formula for advertising success, other than to learn everything you can about the product.” – Morris Hite

Jan 13

Habilidades de comunicación. (Fondo de escritorio 1440 x 900 px)


Jan 13

Verdades IV

“Nobody counts the number of ads you run; they just remember the impression you make.” – William Bernbach

Jan 13

Un mensaje para todos en DC…

Dec 12

¿Qué hace a los equipos creativos exitosos?

Keith Yamashita: The 3 Habits of Great Creative Teams from 99U on Vimeo.


Dec 12

Hacemos marcas. Haremos marcas.


Dec 12

Verdades sencillas.


Dec 12

Sobre el análisis de la información.

En resumidas cuentas debes de tener una teoría, mantener una visión amplia del problema que estás analizando y probar sobre la marcha.

Una pequeña reflexión de Booz & Co. sobre este tema. [PDF]