Solve a problem to grow your business.

December 26th, 2012

A “strategy” is a broad statement that helps to define the direction of your firm’s marketing & sales efforts.  Setting strategy is the most difficult of the phases in developing a marketing & sales plan (because it requires real thinking) and also the most important (because if you go off in the wrong direction, you cannot be successful).

One of the best ways to develop a strategy for your firm is to be the first to solve a problem… whether it’s within your firm, one that is plaguing your clients or within the industries you serve.  Here’s a brief case study from my past that might help explain how this works…

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Getting rather than giving gifts for the holidays?

December 18th, 2012

presentMany firms give gifts to their clients at this time of year as a “thank you for your business” gesture.  I do, too, in fact.

But how many of you receive gifts from your clients?

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It really is all about the customer ‘experience’: A 10-point checklist for providing memorable service.

December 11th, 2012

Twice in the last two months, I have had really lousy experiences at retail specialty stores.  Yeah, I know you’re not a retailer… but bear with me – the same ideas (and ideals) apply.

I went into these stores with every intention of buying (one was a bike shop, the other a computer store – so they were pretty good-sized purchases).  In both instances, I literally stood in the aisle near the products that interested me for 15 minutes waiting for some help to be able to ask some questions and make my purchasing decisions.  In both cases, it was the middle of a weekday and there were store employees just walking or standing around, not busy and simply ignoring me.

I left both stores frustrated and took my business elsewhere.

But those experiences got me to thinking about our industry… are we being proactive and responsive to our clients so they don’t “walk way” frustrated? To help you review your client interaction processes, here’s a 10-point checklist that can help:

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Get prepared… part 5 of a 5-part series on how to create your marketing & sales plan for 2013

December 5th, 2012

One of the key parts of crafting your plan (Phase 3) is building in the mechanisms for measuring each of your marketing & sales tactics (which you execute in Phase 4).  If you’ve been disciplined about measuring and testing your tactics, in Phase 5, you will go through the results and decide what worked / what didn’t / and what needs to be tweaked.

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