Michele McGovern

Michele is a veteran writer and editor who has focused on sales, marketing, and customer service for more than 20 years. She also has authored many white papers for upper-level execs on topics such as customer loyalty, sales, customer service skills, morale and employee motivation.

How to use the ‘6 Laws of Persuasion’

by Michele McGovern

Whether you’re dealing with prospects or employees, most negotiations are won by those who understand – and know how to leverage – these six laws, outlined in Robert Cialdini’s book, Influence: The Psychology of Persuasion:

Law of Advocacy: One strategy that works particularly well in sales and salary negotiations is to introduce a third party whose chief responsibility is to stand opposed to giving the other party what they want. For instance, a salesperson can tell a prospect he’d really like to agree to all the terms outlined, but his manager may not approve. From that point forward, the prospect views the salesperson as an advocate, fighting to get him the best deal possible. Any concessions the salesperson gets management to “agree to” are considered a shared victory. Managers can use the same tactic during salary negotiations, positioning themselves as allies, willing to go to the CEO (or CFO) on the employee’s behalf.

Why ‘Made in the U.S.A.’ is sooooo good for business right now

by Michele McGovern

he simplest ideas are often the best ones. And three recent surveys from Gallup, Yankelovich and BIG Research prove why one of the oldest selling tools in the book is making a major comeback.

The three surveys, each conducted during the past six months, reinforce the idea that consumers are more determined than they have been in years to buy American – and that may be a major opportunity for new marketing and/or advertising campaigns.

5 keys to winning negotiations with cost-conscious buyers

by Michele McGovern

Budgets are tight, and competition is tighter. Right now, most buyers feel like you need their business more than they need you. But here are five ways to turn the tables and create an atmosphere where they’re bargaining based on your terms. Know your walk-away point: With so many companies competing for every prospect’s dollar, it’s…

Why cheaper is often better when it comes to online leads

by Michele McGovern

Why are so many companies shifting marketing resources online? Because very low-cost lead generation tactics, like search engine optimization (SEO), deliver high quality leads at virtually no cost.

The biggest complaint about salespeople

by Michele McGovern

hat’s the leading complaint customers make about salespeople in today’s difficult economy? Ask your staff this question and you may get a range of answers, but probably not the correct one.

Price, quality and service are all critical concerns but they’re not No. 1 in the minds of customers, according to an annual survey conducted by the Purchasing Management Association. What is at the top of the list? Salespeople who don’t listen enough and talk too much.

Even more interesting is that when the association conducted its first survey more than 40 years ago, the leading complaint was (you guessed it) salespeople who talked too much and didn’t listen enough.

Michele McGovern

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