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The Competitive Advantage

tag: strategy

April 9, 2019

Want to Shut the Door on Your Competitors? Solve a Problem!

Taking advantage of opportunities that present themselves to you is a proven path to success. But if you really want to succeed – and shut the door in the face of your competition – then solve a problem before they do.

And here’s what got me thinking about this…

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March 19, 2019

5 Questions Your Website Has to Answer for Prospective Clients

Visitors to your website – especially those who might become clients – are there with a purpose. An agenda. They have a number of questions that they need answers to… and if you don’t answer them properly (or answer them at all), the visitors will simply move on to the next potential vendor.

To make sure that doesn’t happen at your firm, here are the 5 questions your website must answer:

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February 12, 2019

Want to hook a new sales prospect? Create a “wow experience” for them!

I was sitting in my office earlier this week when the UPS deliveryman walked in with a box. A big box! And I wasn’t expecting anything.

When I looked at the label to see who sent it, I saw that it was from Fracture, the ‘photo on glass’ people. Ooh… my daughter is sending a new photo of our granddaughter, I thought.

I was wrong.

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February 6, 2019

Self-Funded Research… an Amazing Marketing Tool!

The following post is from an interview with Anne Beall, PhD, Founder of Beall Research in Chicago.

Henke: Anne, let me get this straight… you designed, implemented, managed, measured, reported on and paid for a full-blown research study as a marketing strategy?

Beall: Not quite. It was actually two studies! Seriously… yes, we did create and execute a full study for our own purposes – partially to support our marketing efforts and also to help us study and bring to market a new model around brands and emotions.

Henke: Where does an idea like this come from? Many firms that I’m familiar with would wait to find a paying client to help underwrite something like that.

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January 15, 2019

I’ve Got an Accountability Partner… and You Should, Too

One of the primary responsibilities of a business owner is ‘accountability’… to make sure our employees are doing their jobs and making progress toward company goals. We hold our project teams accountable by getting feedback from clients. We hold salespeople accountable by monitoring selling activity and – of course – tracking revenue. We hold our financial team accountable by requiring timely completion of P&Ls, balance sheets and AP/AR reports.

But who holds us – the owners – accountable?

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December 11, 2018

Marketing & Sales for ‘Old’ Business Owners, Part 2

“Do I really need to be on social media?”

Spoiler alert… “Yes!” Yes, you do need to be on social media.

When I talk to oldsters (I can say that… I’m 60), their feelings about social media are generally like this: LinkedIn is just for job-hunting… Facebook is for looking at pictures of friends & family… and they don’t have any idea what Twitter is about.

Allow me to simplify and make the case for all three of them. Social media platforms are marketing channels through which you can communicate to clients and prospective clients. By doing so on a regular basis, social media allows you to build and maintain a level of awareness in the markets you serve, develop connections and engage with those buyers, and position yourself as a Subject Matter Expert or Thought Leader.

Let’s do a quick review of each of the platforms…

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December 4, 2018

Marketing & Sales for ‘Old’ Business Owners, Part 1

The first in a 5-part series on marketing & sales for ‘seasoned’ professionals.

I’m really lucky. I get to work with small business owners and managers all across the country. And many – if not most – are my contemporaries… same age range (50s-60s), same stage of life, same stage of business, etc.

And one of the obstacles I face is that these ‘old’ people (I’m 60 – so I’m allowed to say that!) have a blind spot when it comes to marketing & sales. They often don’t want to do it, don’t like to do it or don’t know how to do it. Yet, oddly, they do know that some kind of marketing & sales effort is important to their business.

It’s for this group that I’ve decided to write this blog series addressing the most common questions I hear from this ‘veteran’ group…

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November 27, 2018

Look left and right for revenue growth!

When you think about the growth of your company, 99% of the time, you think about how to increase revenue for your core business. That is, how do you sell more of the kinds of products & services you’re already selling to more of the kinds of clients you’re already selling to? And you should think like it… that is your business, after all.

But before you set in stone your growth plans for next year, you need to consider two other ways to grow your business.

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