Don’t be afraid, or in denial, about your business competitors. You know they exist, so do your customers. So stop pretending.
The Thrill Of The (Sales) Chase: But Don’t Forget Existing Customers
Selling to new customers is great. But selling to existing customers is easier and cheaper.
Hanging On The Telephone
Unscrupulous sales behavior always gets found out.
Russian Roulette
Marketing without targeting is like a broken pencil: pointless.
Who’s Damaging Your Brand?
Customers are looking at every touchpoint they see of your business – and judging you accordingly.
Now What Do You Do?
Know your market. Existing customers need different collateral to new ones.
Is Your Brand Helping Sales, Or Hurting Them?
Customers like to categorize brands in order to make sense of them. That can restrict your offering.
Your Customers Don’t Care
If you’ve got nothing worth saying, why should they bother listening?
External Influences
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.
A Taste Of Your Own Medicine
Stand in your own queue.
Email Becomes “Me-Mail”
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.
Trash The Template
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.
Want To Change The Business Game? Then Change the Rules
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.
“I don’t want to hear about problems! Only Solutions!”
Ignoring the facts that are staring you in the face is tantamount to a wilful dereliction of duty.
Seeing Your Product Through Your Customer’s Eyes
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.