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I was listening to the audio version of Seth Godin’s new book Poke The Box when he said something that really hit home for me.
He went off script and talked about the many business failures he’s had and even made a reference to having to eat Mac n Cheese because of money being tight.
He brought […]
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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


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There is a serious opportunity that awaits the aspiring rock star, but it is easily missed because it’s easily dismissed.
Please allow me to introduce you to the fine art of “Twitterbitching”
Twitterbitching (verb) The act of complaining via Twitter. See also piss and moan, hemming and hawing, yakkin about and twittum bitcherendi
Now, just to be clear, […]
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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2011. |
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So it’s Monday and hopefully you have a busy week ahead.
And speaking of being busy . . .
Don’t Ever Be So Busy . . .
That you forget to laugh . . . “At the height of laughter, the universe is flung into a kaleidoscope of new possibilities.”  ~Jean Houston
That you forget that there is an […]
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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2011. |
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This step is where many projects become critically bogged down. Web developers are particularly susceptible to crippling delays at this stage as clients get stuck on details such as product specifications, third party endorsements or approvals, legal concerns, and any number of copy points that can cause content approval to drag on for weeks and even months. This is often referred to in marketing circles as “death by committee.”

How can you avoid it? By planning early and thoroughly and defining a review process with reviewers, responsibilities, and timetables spelled out in advance.

A typical review process might look something like this for a general B2B marketing content project:

Step 5

A typical review process might look something like this for a general B2B marketing content project.

Initial Review
To keep a content project on track and moving, an initial review should be held as early as possible in the process to catch any basic errors and omissions. This is often handled by the project manager – in a typical B2B company, that might be the marketing director or vice president of sales and marketing who can review the content for completeness and overall accuracy.

For example:

  • Are all the required products and services included?
  • Does the overall tone and text fit with the company’s brand identity and marketing strategy?
  • Does the content align with its purpose and overall marketing goals?

The Comprehensive Review
Once the initial draft has been reviewed and revised for basic style and content corrections, the next step is to review it for specific product or service information accuracy:

  • Are all specifications correct?
  • Are all claims, guarantees, and comparisons accurate?
  • Is all contact information current and correct?

This review ensures the value of the new content – is it of compelling interest to the target audience? Does it accurately represent what it is we’re presenting to build a strong, unassailable position relative to the competition? At this point, the reviewers should no longer be concerned with style and presentation – they should be focused on accuracy and comprehensiveness.

The Final Review
At this stage, the draft has been reviewed first for correct style, tone, and overall content; then for informational accuracy (product or service specifications, competitive positioning, etc.). The final review provides one last opportunity for correcting overlooked errors, fixing typos, and double-checking contact information before final approval and sign-off. This is NOT the time to second-guess copy points, raise major questions that should have been addressed in the first round of writing and review, or consider a major change in direction or purpose.

If everyone in the review process had been informed early in the project about their responsibilities, what was needed and when, the review procedure should be able to be conducted with minimal delay.


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Pardon the grim topic on this fine Friday afternoon but its something we all have to be conscious of.
Now if you’ll just scroll down to the handy dandy audio player, you can enjoy this 2 minute sales tip!

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Paul Castain is the Vice President of Jedi Mastery […]
Go to Sales Playbook
Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2011. |
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We are living in a world that is now in a constant state of distraction!
There are just way too many things that distract us from the kazillion alerts we have set, to our blackberries and even our need to multitask!
Here are 3 ideas to help you navigate this challenging landscape.
Numero Uno: Shorten Your Messaging!
I learned […]
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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2011. |
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There was an interesting discussion posted in one of the Linkedin groups with regard to the best way to communicate with clients.
Some said email
Some said phone
Many said Face to Face
I s’pose there are even a few who prefer text or even Twitter or Facebook.
As you can imagine, people have some firm opinions on this . […]
Go to Sales Playbook
Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2011. |
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I read an awesome book in January called UnMarketing by Scott Stratten.
In one of the chapters, Scott talks about the importance of what he calls “Stop, Start & Continue” questions in your business.
Here’s a quick breakdown of each:
A “Stop” question would be things you should stop doing whether its with your clients, employees, co workers.
I […]
Go to Sales Playbook
Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2011. |
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Pardon me while I make a few assumptions about you.
When a client wants to see you or speak to you, I’m assuming you don’t just commit it to memory right?
When you call a prospect and they agree to see you on Thursday at 3:00, do you tie a string around your finger or does it […]
Go to Sales Playbook
Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2011. |
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Imagine, if you will, a client of yours that only buys one particular product or service from you while going to your competitors for the rest.
Meanwhile, you offer those othere products and services.
Congratulations, you have been “Pigeonholed” dude and in all reality, you probably didn’t have to imagine because it happens every day!
In this week’s […]
Go to Sales Playbook
Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2011. |
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