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Archive for Systems
Lifetime Customers or One Time Transactions?
Economist Gary North once mistakenly paid too much for a bottle of eye drops. He was charged $4.29 for a bottle of drops that was marked $2.99. The drugstore manager stated that the sale price had ended and refused to budge. The manager saved his company $1.30, but reduced the lifetime value of his customer [...]
Front Stage Versus Back Stage
It’s critical that you execute on your promises and deliver what customers expect. If they expect something great and receive something mediocre, their perception of you plummets. Systems must be in place to ensure perfect delivery. If you don’t execute and keep your promises, these customers will tell everyone about it, and they have the [...]
Get Out of the Box To Pinpoint Your Limiting Factors
Some factor, or a variety of factors, are holding your business back. You’re hitting a ceiling. The problem is, you can’t see these limiting factors. Why? Because you’re stuck in the “box” of your business. You see all the wonderful reasons why customers should buy from you. Unless you can get out of the box, [...]
Hub Mentality for Commodities Versus Educational Sales
In our last newsletter we spoke of how marketing is much more than a message; it’s a process. Traditional ad agencies can write you ads, but you need a marketing infrastructure (hub) to support those ads. If you’re selling a commodity with immediately-recognizable relevance (shoes, insurance, mortgages, food), short, impactful messages are critical. Traditional advertising [...]
Why do YOU procrastinate?
Hey, I wasn’t talking to all of you! I was asking myself that question. Why do I sometimes put off the big jobs and focus on the little ones? Why do I at times slide the hardest projects to the side and work on the simple ones, or even pass over the tough emails and answer the [...]
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