Category: Marketing
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#67: Do we actually have any idea what’s REALLY important to our customers?
I spent years on the road as a seminar speaker. I’d speak 3 – 5 times a week. And sometimes 2 or 3 times a day. One of my tools of trade back then was a little lapel mic which ran off AAA batteries. I always choose Duracell batteries because they promised a longer life.…
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#61: What’s our customer’s worst nightmare?
As a young salesman, my sales manager taught me that ‘knowing anything about your customer is more important than knowing everything about your product or service’. A philosophy I was able to embrace easily because from an even younger age I’d always been insatiably curious. However, my early attempts at being curious about customers took…
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#59: Should we have an Andon Cord?
As you grow your business, it’s essential you ‘let go’ and pass responsibility to your team members. Of course, this isn’t as easy as it sounds, because so many things can slip through the cracks. Oftentimes, this isn’t out of incompetence or neglect … but a result of a flawed system. For instance, let’s consider…
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#58: Have we done our homework?
Billionaire founder of KB Homes and SunAmerical, Eli Broad has a reputation for being unreasonable and going against the grain. Shortly after being fired from his accountancy job, Eli decided to go into the construction business and build single family homes in Detroit. He picked out a large potential pool of buyers (baby boomers) and…
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#28: How are we treating our best customers differently?
You get to define what a ‘best customer’ is here, but the fact is, all customers aren’t created equal. Some spend more. Some are more profitable. Some are more loyal. Some refer more. Some give you fewer headaches. You get the point. So, do an 80/20 analysis of your database to identify your best customers.…