Some people pay more for the exact same product or service than others do. There are many reasons for this. Sometimes you pay more for convenience (a case of beer is much cheaper at Costco than at a bodega). Other times you pay more because the service is better. In these cases, the buyer is […]
Sales and Marketing
What to Do Before You Spend a Dime on Marketing
(The following might seem like very obvious advice to some; however, I see it put into practice at so few businesses.) Before spending a dime or a minute on marketing, you must define your target market. The more you can define it, the more your marketing (and sales efforts) will be successful. We’re talking quicker […]
The Benefits of Focus
Who doesn’t want more business? Exactly. Everyone does. But trying to sell to everyone is a guaranteed way to overwork your staff, reduce your margins, and ensure that none of your customers will be raving fans. In my last post, I wrote about being proactive vs. reactive. When you are proactive, you have identified a […]
Proactive vs. Reactive
Which are you? A Reactive CEO Sells to whomever the salesperson runs into at whatever networking event they go to Waits for the phone to ring Works twice as hard because there is no focus A Proactive CEO Identifies a detailed list of prospects Develops a marketing initiative to increase the likelihood that prospects have a favorable […]