The Selective Expert

There are a lot of self-proclaimed experts out there but it doesn’t take much to spot the posers. Spend a few minutes on Linkedin or Google your expertise and read a few blogs. The more information there is on your chosen subject, the less chance you have to distinguish yourself. This is where most would-be experts fail: they try to talk about things that too many people already know about. There is always someone that...

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Changing the Customer Conversation

I have been saying for many years that we have to sell the end result and not the plan. That means focusing on outcomes for the customer instead of the parts and pieces of the transaction. In order to do this, AV companies must first do three things: 1. Identify (and understand) the Ideal Customer 2. Develop and promote a compelling Value Proposition 3. Understand how your Pricing affects gross profit If you have taken...

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Price Shopping is a Psychological War

Sometimes we have to deal with price shoppers, but they aren’t necessarily bad business – if you know to play the game. Actually, it’s more like a war. “The Art of War” by Sun Tzu teaches us lessons in strategy instead of battle because, “He will win who knows when to fight and when not to fight.” When it comes to price shoppers, you have to beat them at their game before negotiation ever begins. “Attack is the...

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The Five Minute Business Diagnostic

One of the benefits of having evaluated and advised so many companies, is that I can quickly see the patterns that connect underlying conditions with overarching needs. I thought it might be helpful to share one of my techniques: The Customer Response Profile. I can use this chart diagnostically or analytically. As a diagnostic tool, I can observe the strength of the company brand and whether the business dialogue is geared towards its customers or...

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Five Things More Important Than a Trendy Post

As I scroll through my LinkedIn feed, I am underwhelmed by business and technology trends that are interesting but not important. Social Media experts can tell you exactly what headline to write and more importantly, what pictures to post that will get people to click on your link, thereby validating the expert’s advice. It may be entertaining, but the only beneficiaries are the Social Media experts that have figured out how to get paid for...

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