Your customer’s attitude is your guide to how you sell and how you market. It also helps you make decisions about adding to or changing the services and products you offer. Attitude is not all about a customer’s wants, desires or needs. It is about their point of view (POV)— at least as it relates to what you have to offer them. The good news is you can choose what is the best customer attitude and POV for your business success from three options. Then you can focus on attracting customers who have the right attitude match. This will make your business a lot better for everyone.
Repositioning helps customers think of your product or service in a new way.
Sometimes it works. I grew up with $10 tennis shoes. Nike told younger generations they were “training tools” (with appropriate tool and endorsers names) not just shoes. Nike got it right and made big profits. [Read more…]
You’ve probably heard of Maslow’s “Hierarchy of Needs”. He identified how a person’s needs dominate motivation and behavior and that there is a specific order in which they should be met.
His theory suggested that the basic needs (physiological, safety, love and belonging) had to be met before the individual will desire and pursue higher levels of needs (esteem, self actualization, and self transcendence).
If a need is not met, the individual will feel tense and anxious. Although people may have several needs at any time, one will dominate their actions. [Read more…]
Always dress for the TV camera.
My staff have always known if the media calls, come find me — even in the bathroom. I know they are on deadline and I try to respond asap.
Sometimes it results in a story or comment from me. Sometimes for clients or colleagues. Sometimes nothing. But that media person now knows or remembers that I have ideas and contacts when they need them the next time. [Read more…]
Your sales projection formula is key to more accurate financial projections and to the success of your business.
Sales projection formulas are always wrong. Here are six ways to improve them.
Sales projection formulas are wrong because…
- Sales projections are not supposed to be right.
They’re a snapshot of what to expect each month based on relevant criteria and are defensible. Improve the sakes projection formula you use by making sure you don’t accept the projected sales numbers without question. The answers you get from salespeople in terms of what they think will close have to be reasonable and with some sort of basis not just hope. [Read more…]
Partner or a strategic alliance — which is better for business growth? Many business owners want a “partner” to share the load. Partners exert a lot of control no matter how little of the business they own. Use a strategic alliance instead to grow your business and keep more control.
What is a Strategic Alliance?
In 2005, companies reported that 18% of their revenue was generated through strategic alliances. The economy has changed but there are still thousands of alliances formed each year.
I agree with Winston Churchill. “If we are together, nothing is impossible. If we are divided all will fail.” [Read more…]
It’s common wisdom that what people want is a solution. There is even a school of sales training and many books around the concept of “solution selling”.
I disagree. Not everyone wants a solution, i.e. something solved.
Sometimes they want and need something else. Not everything is a “problem” for a customer; sometimes, it’s a “gap” that needs to be filled. I talk to my clients about “gaps” not “problems”.
In my 30 years experience, there are actually six different results a customer values. The one to stress as a benefit and to base your product or services features depends on the Platinum Customer Profile™ of your best customers. [Read more…]
I have proposed a topic, “Best Practices in Pricing”, for ProductCamp Austin. If you’ve never been or ever heard of it, it’s a great day of free business information for product managers, business owners, and those thinking of starting a business. Attendees select the topics the day of the event so they get to hear what they are most interested in that day.
Although the session has sold out, there is a waiting list. I encourage you to get on it. For more information on Austin Product Camp, go to http://productcampaustin.org. For information on my session on Pricing and the 39 other great sessions, go to http://bit.ly/e6chc0. [Read more…]
My brother gave me a copy of A Left-Handed History of the World by Ed Wright for Christmas. As my husband, Daniel, said, that’s much better than a previous gift of 101 Uses for a Dead Cat by Simon Bond. Others found it amusing, as a cat lover, I did not.
I am left-handed. It was interesting to read about other prominent lefties. Some of my favorites include: Queen Victoria, Charlie Chaplin, Michelangelo, Leonardo da Vinci, Madame Curie, Henry Ford, Ramses the Great, and Joan of Arc. Several US presidents (Reagan, Ford, George W. Bush, and Clinton) were on the left – when it comes to hands at least. [Read more…]