I’m a huge believer in polling your customers to uncover key insights into how they buy, what they think, how they evaluate similar suppliers, etc. In fact, most of my assignments start with customer phone interviews, because the information uncovered during these conversations is priceless when it comes to developing a strategy that is truly relevant to the people who actually buy your products or services. Fundamental marketing. I get it.Read More »
Forget about those binders full of data. Focus on the journey to get the real value of planning. This week’s Moment of Clarity is a humdinger if I do say so myself.Read More »
In this short article, I explain what a GAP is and how these often hidden issues can make the difference between success and failure.Read More »
Start with a $45 million dollar company and make a lot of bad decisions. Ba-ding! I’ll be here all week. Try the veal!Read More »
How do you create a serious buzz in a town full of buzz? The answer might surprise you. In this installment of A Moment of Clarity I show you how you can do the same for your business.Read More »
I’ve run across many companies that use the term prospect loosely. Usually it means “anybody with a pulse”.
Too often, companies spend far too much time and resources pursuing so called prospects that will never buy and likely don’t have any interest in buying.Read More »
Right now, as you read this, there are companies vying for your customers money. These competitors are knocking on doors, they are adapting to the market and they are taking revenue out of your pockets.
In this Moment of Clarity, I show you how you can gain the upper hand.Read More »
In this Moment of Clarity I show you how to create an Ideal Customer Profile with a downloadable worksheet.
Everybody knows that 20% of customers provide the lion’s share of revenue.
The real question is how to replicate this 20%.Read More »
In this week’s Moment of Clarity I share my thoughts on how seeing your business as a system can help you improve and grow your business.
About ten years ago I completely disassembled an old Corvette I bought in a fit of bad judgment at a swap meet. Every bolt. Every washer. Every piece of wire.Read More »
Marketing planning (even a little) can greatly reduce your risk when it comes to the time, treasure and talent you will invest in growing your company. Or at least that supposed to be how it works.
I talked to a friend the other day who said her company was desperately in need of creating a steady stream of opportunities. But they’ve been spending thousands churning through “marketing” guys that somehow didn’t make this happen.
I hear this almost every time I talk to a potential client. I think it sucks for them and I’m ashamed at some of the people in my industry. In this week’s Moment of Clarity I show you the real issue.Read More »