The Secret Within the John Lewis Advert

With much expectation and trepidation, the long-awaited 2018 advert from John Lewis arrived on our prime time TV screens. General disappointment was the reaction. What had Elton John got to do with John Lewis? A little bit like an old-fashioned 90’s advert where brands pal up with a big celebrity, old hat; boo, hiss John Lewis. However, few people, even myself saw their strategy, until a few days’ later a commercial for a John Lewis product was accompanied by a hit from Elton John. Then another product commercial escorted by…

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Prospect Against Your Closing Ratio

I used to call it the Roller Coaster ride. As a salesperson, I was so busy selling and closing deals that I ran out of time to do any prospecting. If truth be told, I found it a jolly good excuse not to. Prospecting is hard. It’s a constant stream of rejection, and most sellers don’t like that, so any excuse and they’ll put it off. “I’m too busy closing boss, to prospect as well.” And the outcome was a barren period of business as I had to start from…

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