Tag Archives: sales

Hub Stories: New Hub Member Uses Improv to Transform the Unacceptable

[Name]: Pamela Hawley

[Title]: CEO and Founder of UniversalGiving

[Areas of Expertise]: Charitable Giving, Volunteering, Social Justice, Poverty, Blogging, Sales, Business Development, Corporate Social Responsibility

[Memory Lane]:

“At the age of twelve, I was on a family trip in Mexico. My dad and I were wandering around at a traditional marketplace, and we veered off into a little cul de sac. I remember seeing so many starving children there, unwashed, maimed, some without legs… I was beyond shocked. I just remember looking at my dad in absolute awe. And the word “UNACCEPTABLE” became imprinted across my mind…” Continue reading

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Hub Stories: Brooklyn-born Engineer Brings Game Face to the Bay

[Name]: Adam Archer

[Areas of Expertise]: Tech, Computer Science, Gaming, Charitable Giving, Cause Marketing, Sales

[Memory Lane]:

“I think I was always interested in technology, even as a young kid.  I remember when I was really little, my dad brought home an IBM, I was probably eight.  It just fascinated me that there was this machine that you could type on and do certain things, I wanted to understand how it worked, internally.” Continue reading

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Hub Stories: Hub Electrician Says “Lighting is Sexy”

[Name]: Sean McMurray

[Areas of Expertise]: Design, Electronics, Sales & Marketing

[Hub Berkeley Memory Lane]:

“It was humbling to walk in and meet with some of the top lighting designers in the Bay with just my concept drawings. They’d ask, ‘Where’s your prototype?’ and I didn’t have one. I wanted to ask first, build later. I listened to their input, and they told me exactly what they needed, but couldn’t find.   I needed a 75 watt incandescent equivalent not a 40 watt, so I put 16 LED’s into our light and just fought to get the price down. Now we have it– we did it.”

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Hub Communications Lab: Differentiating from Competitors

This is the fifth post in what we intend to make a weekly series, brought to you by the Hub Communications Lab.  The idea is that you have questions about marketing and communications, and other Hub members have access to answers.  Submit your questions to meredith.walters@the-hub.net and then watch this space.   And if you need more info, let us know and maybe we’ll put together a workshop if there’s enough interest!

How do I tell my prospect customers that I’m really doing what my competitors only say they’re doing?


First and foremost you want to keep the conversation positive and focused on what you do, not what they don’t do.  You should never bring the competitor into the conversation, it will not only open the door for comparison but you will lose valuable time engaging your customer on the attributes of your service or product.  Know what your customer needs and then identify the specific benefits of your service or product.  Tell your customer this. Tell them the value that your process or production or delivery model brings to your customer’s problem.

And remember, every conversation is an opportunity to inject your company values and convey your brand essence.  Remember what you stand for, remember why you started this business and ensure that you take an extra minute to reinforce or inject that belief in every conversation you have.  All of those extra minutes build in value over time – as checkpoints for you, as reinforcement points for your staff and ultimately in the marketplace.

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