Too often, business owners overlook the buying power in the clients they ALREADY have and are too focused on acquiring new ones. So in this two-part series, I’m going to discuss how you can increase sales with your current clients and turn them into the clients you want....
At Rapid Implementation Workshop we cover the USP, or unique selling proposition, in detail: what it is, what it is not, how to develop it and how to use it in your sales and marketing to unseat incumbent providers, close more business and fight price sensitivity. For those...
Ask any salesperson to list the most difficult obstacles for them to overcome and, inevitably, price resistance will come up. However, I don’t believe most prospects are hung up on price – they’re hung up on something else and are using price as the reason why they aren’t...
One of the most difficult things for our members to get their head around is the USP, or unique selling proposition. Without one, you’re pushing a rope uphill, fighting price sensitivity and the high hurdle of replacing an incumbent provider who might actually be doing a decent to...
From a Harvard Business Review article, “Why CMOs NEVER Last”: Something is amiss in the relationship between chief executives and their marketing officers. Four-fifths of CEOs say they don’t trust or are unimpressed by their CMOs. Not surprisingly, CMOs have the briefest tenure in the C-suite, and their...
How many times have you been told by your Mum, “It’s the thought that counts,” as counsel after getting a worthless piece of crap for a gift? Maybe that’s a good mantra to live by for casual gifts, but in business, it’s the worst piece of advice you...
Here’s a truth many small business owners DON’T want to embrace, much less give recognition to: the more marketing media you can use simultaneously, the more money you’ll make. You’ll also be a LOT less FRAGILE and vulnerable to an economic downturn, a serious competitor, commoditization, media disruption...
When I’m working with a client to plan their marketing action list, one of the things I always look to do is take a campaign they’re currently doing that IS working, and see how I can make it pay bigger. Unfortunately, most people don’t have this ability, simply...
Of the four M’s of marketing – Market, Message, Media and Math – the one that many don’t like is the math. Marketing is, at its core, applied psychology plus math; you can get the psychology side really, really right (offers, message, USP, etc.) but totally and completely...
This is a discussion I had with a client, paraphrased, that I just had to share. It went something like this… I’m signed up here but I have to tell ya, I really don’t like marketing and I have a lot of issues with it. I hate being...
