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The Competitive Advantage

tag: strategy

June 11, 2019

All Clients Are Important, But Large Clients Matter More.

We like to think that all clients are important… and they are. Our goal is to do good work for all clients and deliver a high level of service to each of them… and we strive for that every day.

But the fact is… your large clients are more important than your small clients!

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June 3, 2019

Building Your Personal Reputation

A few weeks ago, I wrote a blog post about how the clients of small businesses aren’t just buying the products or services of that business, they’re buying the owner of that business, too.

If you believe in that premise, then, as a small business owner (or senior leader), you need to understand that your ‘reputation’ is a critical component in the success of your firm.

In this post, we’ll outline several different ways to help build your reputation and position yourself as someone that potential buyers will want to do business with.

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May 22, 2019

What YOU think doesn’t really matter…

… it only matters what your clients & prospects think.

I recently stumbled across an online article from the Harvard Business Review, and though it’s several years old, its message is as true today as it ever was… maybe more so:

“Most companies are the centers of their own universes. It’s a natural enough impression; after all, the products and services they offer are on their minds 24/7. The trap is in those companies deluding themselves into thinking that they are as important to their customers as they are to themselves. This is almost never the case. This delusion interferes with understanding customers and their needs, and frequently leads companies to talk to customers in ways that seem foreign or confusing.”

The author sure hit the nail on the head with that one… that myopic perspective – that so many business leaders have – has been the cause of more business failures than virtually any other issue.

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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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