Marketing and Selling

Creating, Winning and Retaining Customers

Vadim Kotelnikov personal logo Vadim Kotelnikov

Founder, Ten3 Business e-Coach Inspiration and Innovation unlimited!




"Any fool can paint a picture but it takes a wise man to be able to sell it." ~ Samuel Butler



 Your Arts and Skills

Knowing Yourself and Others

Understanding Mental Maps


Achievement Management

Your People Skills

Knowing Your Customer

Differentiating With Different Types of People

Influencing People

Persuading People

Building Relationships

Connecting with People


Establishing Rapport

Building Trust

Perceptual Positions


Managing Cultural Differences

Effective Communication

Effective Listening

Asking Effective Questions

Effective Presentation

Managing Cultural Differences

Cross-cultural Communication

Problem Solving

Creative Problem Solving

Entrepreneurs' Marketing Primer

A Classic Mistake Entrepreneurs Make

4-1/2 Marketing Issues

Test Marketing Your Product


Entrepreneurial Creativity

 Winning Customers

Creating Customers

Creating Customer Value

Customer-driven Innovation

Competing Strategy

Surprise To Win: 10 Strategies

Sustainable Competitive Advantage

Market Leadership Strategies

Competing War Games

Differentiation Strategy

Brand Management


7 Tips for Effective Positioning

Blue Ocean Strategy

Marketing Strategy

Creative Marketing

The 22 Immutable Laws

Market Segmentation

Marketing Mix

4 Ps of Marketing

Market Research in the New Economy

Marketing Plan in the New Economy

Marketing Plan Primer

Emotional Marketing

Experiential Marketing

Buzz Marketing

Public Relations Marketing

How To Market Your Website Effectively

Effective Advertising

Advertising Slogans

 Selling & Retaining Customers

Effective Selling

Customer Value Proposition

Unique Selling Proposition (USP)

Relationship Marketing and Selling

Power of Personal Charisma

Endgame to Selling

Closing the Sale

Effective Pricing

How To Avoid Pricing Mistakes

Customer Intimacy


Customer Partnership

Coaching Your Customers

Customer Service

Customer Care

Listening To Customers

Value Innovation

80/20 Theory of the Firm

Service-Profit Chain

Customer Satisfaction

Measuring Client Satisfaction

Customer Relationship Management (CRM)

Balanced Business System

Results-Based Leadership

Balanced Scorecard

Business Process Management

Process-managed Enterprise

Quality Management

Customer's Perspective of Quality

Kaizen and Total Quality Management



8 Best Practices of Successful Companies

Creating Customer Value

10 Lessons from Konosuke Matsushita

  • Company’s vision must be driven by the aspirations of its customers... More

10 Rules for Building a Great Business

  1. Focus of your customer. Create a customer-centric business model. Practice  customer-driven innovation. Stay close to your customers, listen to, and partner with them if you wish to create superior customer value... More


Competitive Strategies

Survival Strategies

Market Leadership Strategies

Mass marketing


... ► More

Systemic Innovation

7 Interwoven Areas

  1. Marketing and Selling Innovation... More

6Ws of Corporate Growth

  1. Know HOW: know how compete, innovate, organize business processes, market and sell... More

Balanced Organization

5 Basic Elements

Corporate Culture (Earth):

The 22 Immutable Laws of Marketing

  1. The Law of the Mind and Perception

Marketing is not a battle of products, it's a battle of perceptions; and sometimes it's better to be first in the mind than to be first in the marketplace.

... More


10 Commandments for Building a Growing Business

  • The Customer is King. Define the business of the enterprise in terms of what is to be bought, precisely by whom, and why. Avoid disaster by testing the market prior to development of a product... More

Venture Planning Checklist

Customer Assessment

  • Is your venture based on a true marketplace need, not an idea from your family and friends? Do people really want this or do you think they need it? Want wins over need... More

How To Become an Irresistible Sales Communicator

Top 7 Principles

  • The Power of Emotional State Mastery

  • The Power of Personal Congruence & Integrity

  • The Power of Instant Rapport & Trust..



New Product Development (NPD)

Shift To New Approaches: 7 Reasons

  • It's about customer wants, not heeds. Technological revolution provides customers with real power in the market. Today, the question of the utmost importance for brands is how to satisfy people who have an almost endless choice reinforced by instant access to global market.

Your Business is Ruled by the Marketplace

"You don't decide what business you are in; the marketplace decides that for you... People will only buy what they want to buy, or are afraid not to buy, at a given moment in time."1

Tailoring your business plan to what the market will buy is always a better, more successful strategy than developing a new product or service without knowing precisely the customers for it and hoping that people would buy it because it's good.

Many things are good, and people need many things. But the "need" is not enough. "Nobody buys what they need. Before people will buy something they "need", two things have to happen:

  1. They have to recognize and accept that they need it.

  2. They must act upon that recognition and acceptance...

Before people know they need something, you often have to spend lots of money educating them about why they need it."1 While preparing your business and marketing plan, anticipate also the curveballs that the marketplace will throw at you and may cause you to change direction.

Marketing is positioning. You need to learn to position your product or service in the mind of the prospect. Remember also that test marketing of your product or service is a very important component of your entrepreneurial success.

Customer Value Proposition

Your company should deliver a particular customer value proposition to a definable market in order to exist. The delivery of the customer value proposition relies on a business design, which uses key business processes to harness the distinctive capabilities, competences and resources of your firm to deliver superior value to relevant markets. Customer value propositions and business designs compete and collaborate for customers, resources, infrastructures and skills on strategic landscapes.4... More

System Approach To Marketing and Selling

Source: "Agenda", Michael Hammer

Selling, in the old days, was largely and act of personal heroism. The key to successful selling was knowing the products and the customers. The effective sales rep would present his or her product or service in the best possible light, forge a bond with the buyer, and triumph over the competition.

This approach has little to do with the way sales are made in today's real world. Today's customers don't want products; they demand solutions, and solutions don't come in a box. They must be designed, fashioned to meet the customer's specific needs.

Making such sales takes a lot more than personal charisma. Today's selling is system selling, solution selling, consultative selling; it entails analyzing customer needs, designing alternative solutions, scrutinizing costs, developing and implementing systems, and more. This is not the work of a heroic individual sales rep. Modern selling is a team sport, and a complex one at that. Winning at it takes discipline and structure. Making it up as you go along is a recipe for disaster.

Leveraging Your Service-Profit Chain

The service-profit chain is a powerful phenomenon that stresses the importance of people - both employees and customers – and how linking them can leverage corporate performance. The service-profit chain is an equation that establishes the relationship between corporate policies, employee satisfaction, value creation, customer loyalty, and profitability... More

Market Leadership Strategies

The market leader is dominant in its industry and has substantial market share. If you want to lead the market, you must be the industry leader in developing new business models and new products or services. You must be on the cutting edge of new technologies and innovative business processes. Your customer value proposition must offer a superior solution to a customers' problem, and your product must be well differentiated... More

Customers for Life

By: Brian Tracy

The purpose of a business is to create and keep a customer. If a business successfully creates and keeps customers in a cost-effective way, it will make a profit while continuing to survive and thrive. If, for any reason, a business fails to attract or sustain a sufficient number of customers, it will experience losses. Too many losses will lead to the demise of the enterprise.

According to Dun and Bradstreet, the single, most important reason for the failure of businesses in America is lack of sales. And, of course, this refers to resales as well as initial sales. So your company’s job is to create and keep a customer, and your job is exactly the same. Remember, no matter what your official title is, you are a salesperson for yourself and your company.


Marketing & Selling Strategy at Different Company Growth Stages...

Market Research: Defining Market Segment & Customer Profile...

The Best Technique to Win the Customer Over...

Understanding Risks Perceived by Customers...

Define Your Internal Core Marketing Message (CMM)...

Three R's of Marketing...

Marketing and Selling Is All About Perceptions...

Apply 80/20 Principle...

"When" Is a New "What"...

Three Stages of the Marketing Process...

Five Components of Marketing...

Get the Most Out Of Information Technology Tools...

Learning from Successes and Failures...

Two Main Ways to Grow Revenue...

Credibility Marketing...

Customer Intimacy...

Listening to Your Customer...

Effective Market Segmentation – Divide and Conquer...

Experiential Marketing...

Emotional Marketing...

Differentiating With Different Types of People...

Buzz Marketing...

 Case in Point  Nike...

 Case in Point  Palm...

 Case in Point  Dell Computers...

 Case in Point  Guiness...

 Case in Point

 Case in Point  Estee Lauder...

 Case in Point  Seth Godin...

 Case in Point  Rich Dad, Poor Dad...

 Case in Point  Coca Cola...







  1. "MoneyHunt", Miles Spencer and Cliff Ennico

  2. "Growing Your Business", PricewaterhouseCoopers

  3. "Extreme Management", Mark Stevens

  4. "Managing Complexity", Robin Wood

  5. "Experiential Marketing", Dr. Augustine Fou

  6.  The 22 Immutable Laws of Marketing, Al Ries & Jack Trout.

  7. "The Seven Deadly Skills of Competing", James Essinger & Helen Wylie

  8. "Consumer Ranking of Risk Reduction Methods", Ted Roselius

  9. Agenda, Michael Hammer

  10. "20 Breakthrough Ideas for 2005," Harvard Business Review, 2004

  11. "Credibility Marketing," Michael Lovas

  12. "Get Clear About Your Core Marketing Message," Martha Carnahan

  13. "Marketing Management," Czinkota Kotabe

  14. "Buzzmarketing: Get People to Talk About Your Stuff," Mark Hughes

  15. Differentiate or Die, Jack Trout with Steve Rivkin

  16. Customer Intimacy, Fred Wiersema

Winning Customers


Sustainable Competitive Advantage

Customer's Perspective of Quality

Customer Relationship Management (CRM)

Surprise Your Existing Customers To Retain Them