All Topics
Marketing
The Perfect Customer Ruins Good Enough
When it comes to finding the perfect customer, what we all need is one key non-negotiable quality.
Without that key quality, you will spend too much time, money, and brand capital wasted on chasing imperfect, unsatisfying, and unfulfilling buyers using resources that could be developing ideal customers.
Trust me. I have done it. It's not worth it.
Management
Managing Downtime for More Uptime
Most of my clients have predictably busy and slow seasons. Of course they would prefer to have steady business year-round with no timing conflicts, but I will write a fantasy blog another time. Today I want to expose an opportunity many companies are missing.
It begins with a change in mindset: There are no slow months.
Strategy
Switching Strategies and Your Customer Experience
I've been a Marriott customer for a long time. When I started my solo career as a consultant, my travel agent encouraged me to pick one chain and stick with it. At the time I chose Hilton, stayed mostly at Hampton Inns and was unimpressed. The hotels were often tired and the points system was not very generous.
Then I stayed at a Residence Inn somewhere I don't recall, but I clearly remember walking in and seeing a message board that welcomed elite guests by name. At the front desk they were thanking guests for being an elite guest. Recognition.
I switched.
Management
Three Budgets You Can’t Ignore
If you call me or any other business advisor for advice, sometime in that first 30 minutes you are going to express concern about a business outcome and we are going to ask you about the relevant budget.
It's OK to say you don't have a budget if you don't. You are not alone.
Management
Implement Dynamic Pricing – Now
When you factor in capacity, timing, and cash flow - no two companies will ever have an identical cost basis. So why do we focus so much energy on price?
Marketing
Marketing for People That Hate Marketing
"I hate marketing." My client said these words to me in a meeting about rejuvenating their sales pipeline.
How would you prefer to do this? I asked.
"I don't know, I just want to have an honest conversation. The rest of this doesn't seem genuine."
Weeks later I asked him, "How many honest conversations have you managed to have since we last spoke?"
You can guess what his answer was. My client's ideal prospect might be looking for him. The problem is, they are going to find someone else first.
Thus begins an unhealthy pattern.