Sure, your company has a marketing plan that is designed to run from coast to coast and treats all customers the same. Well, your competitors have a national marketing plan, too. You need to do something that makes you stand out positively in your customer’s eyes. Albert Einstein is widely credited with saying, “The definition of insanity is doing the same thing over and over again but expecting different results.” Making 15-20 stops per day, five days per week, for 52 weeks per year is not marketing, it is simply making the rounds — and it’s probably really boring too. Marketing is developing a plan to capitalize on your company’s brochures and promotions.
Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.
