Before you create a positioning statement, one warning : Don't confuse a position with a positioning statement.Read More
Your ultimate goal is to develop a broad base of loyal and satisfied customers who will not only regularly shop at your store but also tell friends, neighbors, and relatives about it and encourage them to shop there, too. You want your clients to understand who you are and why you are important to them. How do you do it ?Read More
We need to establish our “promoter score”, which is the score a customer would rate you when asked “how likely are you to recommend this business to someone like yourself?”. Scoring well indicates that we are targeting the right sort of people, set the right expectations, and exceed those expectations.Read More
The importance of marketing your project has been proven over and over again. If your target audience cannot see what you have to offer, they can’t buy from you. Marketing will be an essential part of our project management here at Elise Michel.Read More
You go to a store looking for oranges. You sort through the batch; choose the richest, orangest ones; and take them home. You have been fooled. There is no correlation between the orangeness of an orange and its flavor.Read More
I think the real masters of assuming the sale are those companies that make you do something before you can refuse to buy their products. For instance, when you rent a car, you're told to put initials on the application if you don't want the insurance. They want you to think, "I'm not going to sign that. It's just my luck that after I sign, I'll have an accident!" If you've ever belonged to a book-of-the-month, record-of-the-month, or even your favorite-fruit-of-the-month club, they make you notify them only when you don't want to buy during a particular month.
To many people, the world seems driven out of whack with all this speed. We fax when we could mail. We rush out of habit. I seems we really do want microwave fireplaces. There is no logic to all this speed.Read More
I recently interviewed three people to subcontract for a client's project. I already had decided that each person was skilled enough. That's why I called each one.
Choosing the best candidate was easy...Read More
Would you trust this person to grow your own social media account when they haven’t taken the time to grow their own?Would you trust a dentist who looked as though they hadn’t brushed their teeth in years?Read More
Of course you are "committed to excellence". Of course you have "a tradition of quality service."
Of course you are "responsive". And of course, you have become - in nineties-speak - "proactive" and "cost-effective".But really: When a company pitches you that story, do you even try to catch it? Do you listen? Do you trust them?Read More
Well, as with everything there are success stories and there are scare stories, and so the online debate will inevitably rage on for a while yet.Read More
Value is not a competitive position. Value is what every service promises, implicitly or explicitly. It is fundamental to survival. A service's price must fairly reflect its value to the customer, or the service eventually will fail.Read More
Decades ago, Macy's department store was sitting on a pile of terrycloth robes. They were nice robes. Then a genius named Bernice Fitzgibbon grabbed them : "They aren't robes anymore, they are blotters. That's what the Europeans call them. That's how I'll sell them".Read More
Business once encouraged the view of strategy's superiority to tactics by throwing piles of money at it. Fifteen years ago, many with a Wharton MBA and a lust for money and status tried to get into strategic planning. They're still great jobs if you can get them. But after Business Week in 1984 reviewed the history of thirty-three major strategic plans, and found that nineteen had failed, the exalted status of strategic planners was in trouble.Read More
Take any huge industry and think of the players. There is always a giant - and very often a strong #2 - generally followed by a pack of names that are hardly distinguishable. But when one of the pack does emerge, clearer and larger in your mind, it means someone's attempting to get a Dominant Selling Idea into your head. And they're succeeding.Read More
Two great things happen after you have a seven-hour relationship. Firstly, you don't feel uneasy offering something of value; and secondly, you are less likely to blow the relationship by offering something you don't fully believe in.Read More
You cannot try to be something that does not fit the way your prospects position you.
This often painfully true in the most common service in this country: the small service company.
With everything on the line for today's companies, how can so many smart people in businesses big and small keep missing the boat with their brands?Read More