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Tag : sales

Both! Brand and Business, Simultaneously.

“We can’t solve your problem because we haven’t done our strategic work yet.” When I worked at other agencies, I always thought this to be the ultimate bureaucratic blindness. Building the BRAND While We Build The BUSINESS. This is the core promise of our agency, DiMassimo Goldstein. This is the experience our clients have bought when they’ve bought us. Not: “First we’ll build the brand, then we’ll build the business.” Not: “First we’ll build the business, then we’ll build the brand.” Instead, we do both, and simultaneously. Like you do! Sometimes this translates as “Building the brand while lowering the cost of acquisition.” Sometimes it’s “Building the brand while driving sales efficiency.” Sometimes it’s just “Growing the business and the brand.” Our clients never wait months to see returns from an agency engagement. We typically deliver measurable revenue within the first 30 days, and we don’t have to sacrifice future success to do it. We call it two-track planning, and it’s implemented in everything we do. Imagine two columns on a page, the left titled URGENT and the right titled IMPORTANT. Some urgent things are truly unimportant, but some we term “The Runway.” The board meeting coming up. The quarterly results reporting. The partner’s meeting. If a plane doesn’t get aloft by the end of the runway, it doesn’t matter how good the food service and the movie was going to be. There are things you just need in the short run to make the long run possible. Often these things include results. That’s the Runway. And, we don’t lose our strategic heads. We see the long-term opportunities in urgent problems. We see growth in behavior change. Every And we manage them both, so that our clients can move forward, paying for tomorrow’s opportunities with today’s wins, all while strategically planting the seeds that ensure growth for the future in a time-starved world. Yes, we build the brand. Yes, we build the identity and design the brand. Yes, we develop a theory of growth and build out a marketing plan. Yes, we develop advertising and content. Yet, we view all of this through a Behavior Change Marketing lens. In short, behavior is where brand and business meet. Until someone acts, nothing changes. Until behavior changes, businesses don’t grow. Behavior is the intersection of meaning and emotion. Every KPI in a business is driven by a Key Behavioral Indicator. Behavior drives results. By keeping our eye on the behavior and the result, we see eye to eye with our clients as we accelerate value creation for the business. About DiMassimo Goldstein (DiGo) DiMassimo Goldstein (DiGo) is a Behavior Change Marketing agency, trusted by sophisticated marketers and committed change agents to understand complex situations quickly and to bring forward highly-effective creative solutions. DiGo helps life-changing brands grow by helping people make more inspiring decisions and form more empowering habits. The brand, advertising and design agency’s clients, from start-ups to blue chips, have built legendary brands that inspire action. DiGo is applied behavioral scientists, growth strategists, brand planners, designers, writers, marketers, data storytellers, technologists, social and digital media experts, project managers, producers, artists and brand leaders – all of them change agents.

Hire A-Minus Sales People


All the way back in 1964, David Mayer and Herbert M. Greenberg reported the findings of their research on what makes “the best salesmen” in the Harvard Business Review.

They correlated sales performance with personality test results and identified two key factors. The first – Ability to Feel — was essentially empathy, the capacity to sense what the sales prospect was feeling. The second trait – Need to Conquer – was the drive to close the sale, not just for money’s sake but because their egos absolutely required it. (more…)