Don’t be afraid, or in denial, about your business competitors. You know they exist, so do your customers. So stop pretending.
Selling to new customers is great. But selling to existing customers is easier and cheaper.
Unscrupulous sales behavior always gets found out.
Marketing without targeting is like a broken pencil: pointless.
Customers are looking at every touchpoint they see of your business – and judging you accordingly.
Know your market. Existing customers need different collateral to new ones.
Customers like to categorize brands in order to make sense of them. That can restrict your offering.
If you’ve got nothing worth saying, why should they bother listening?
Every industry has their unique set of external influences that govern the validity of your business value. Make you that you know the factors that influence your business – and keep an eye on where they’re heading.
Stand in your own queue.
Integrating video into your sales and marketing messaging, collateral and customer engagement activities is taking on ever-greater importance. Video captivates audience attention far better than text and/or images alone, and also helps differentiate your company.
Are you re-using the same old sales proposal that you’ve used for the past three years? Copying and pasting the content and simply changing some details to fit? It’s important to break your business out of its routine now and again.
There are hundreds of ways of changing the game. Most established companies can’t – or won’t – do it, because they see it as upsetting the status quo and destabilizing their own business model.
Ignoring the facts that are staring you in the face is tantamount to a wilful dereliction of duty.
Customers buy a solution to a particular problem that they have, in order to achieve a desired outcome. Their reason for buying is simply to make that problem go away.