Entries by Guy Arnold

Honesty is the New brand of Choice

The internet has empowered the consumer like nothing before … and this change is still in it’s infancy. Going forward you cannot hide poor service behind a sexy brand, or bad practices behind clever marketing. Customers HATE being misled: when the truth appears they’ll disappear quicker than rats out of an aqueduct (remember the Ratners […]

‘Everyone’s Talking About’

Everyone’s talking about’… how often do you hear this statement (usually by advertisers)? Well, apart from the obvious fact it can’t be true, it also hides a huge mistake on the part of the advertiser. If everyone was talking about it, there’d be no need to advertise it! So, if you ever feel tempted to make […]

4 Steps to make your Marketing more Effective

‘How to win at marketing and drive more sales?’: this must be the most frequently asked business question of all time. Every individual and Organisation wants their Marketing to make life easier and drive success to them Yet time and time again we see massive under-performance in actual results versus prospective results. So, in this […]

3 Reasons why your Marketing may not be working

Marketing drives sales, right? Wrong. In a world of the empowered customer, the old ‘marketing drives sales’ model is becoming grossly out of date. Sure, marketing is still very important: it’s just that the order of action has changed, and marketing now fits in differently, and may have a very different role. Here are 3 […]

4 Rules to always beat the Competition

There is always pressure to watch the competition, weighing whether we can beat them or if they are currently beating us. Many businesses obsess over what their competition is doing, so they miss the true issue at stake: True winners do not focus on the competition: they focus on themselves.  They seek to truly improve […]

How to sell as much as you can, as quickly as you can

Selling is the world’s second oldest profession … often disguised as the first. It is also a noble profession, designed to: Get the right products to the right people, in the right place, and at the right time Drive continual innovation and improvement Help people get what they need in order to be successful and […]

The 5 outcomes to a Sales Process (and not all of them are great!)

In most ‘traditional’ sales strategies, the focus is usually on ‘getting a sale’. However, this is far too simplistic… in today’s world of instant online reviews and the empowered customer, it’s downright dangerous. In fact there are five outcomes to a sales process, and they all need to be considered, trained and considered in order […]

There’s no such thing as a ‘Bad’ online review

There’s no such thing as a ‘Bad’ online review   How to turn negative reviews, fake or real into extra sales and PR.   There’s a lot of talk about ‘bad’ online reviews, and the negative effect they can have on a Pub or Hotel business, and, indeed many acres of print have been devoted […]

How to beat the competition?

How to beat the competition? There is always pressure to watch the competition, to see if we can beat them or if they are currently beating us. So many businesses obsess about what their competition is doing that they miss the true issue at stake. It is not the competition but instead themselves, their own […]

A complaint is a compliment

A complaint is a compliment   A complaint is a compliment: what do we mean by this?  Surely a complaint is a bad thing because it means that the customer is unhappy about something? Well, of course it’s usually better to have happy customers than unhappy ones, but, who are you kidding?  You can’t get […]