Information is vital for any business. Yes it is - but not all of it. What information, and how much of it, do we really need?
Why take your depth of knowledge for granted, when you can turn that information into products that add value to your clients? Here's how to create what can become a powerful marketing tool for your business.
Being an effective negotiator means overcoming two of your biggest challenges.
To create ‘propositions' that will invite the market (and your sales team!) to sit up, take notice and take action involves a simple process - but one that is demanding and therefore rarely used.
If we perceive two products to be identical, why would we buy the more expensive one? And the fact is, that many products are very similar to one another - either in perception or reality. So if you are going to avoid selling on price, you have to find an antidote to Sameness Syndrome.
Even the most sales savvy among us have had to fight back the nerves that materialise whenever we are faced with telling a customer about a price increase.
To achieve a sustainable competitive advantage for your business, that is value acceleration, you need to take these seven steps:
I believe there are two attitudes when it comes to how a business interacts with the outside world - one of selling, and one of service. These attitudes colour the personality of the business and consequently how it is perceived by customers.
One definition of marketing is “to help people get what they want”.
What should I say when a prospect says they can't afford what I'm selling?
The sequence of smile, solve and sell are sometimes confused by staff trying to sell before they either smile or solve the customers problem/s. If you’re looking to build a relationship with a potential customer you had better figure out the sequence plus a whole lot more.
Customers are different — no longer can traditional marketing methods guarantee success for companies — they are wiser, more demanding and have different values. Learning has become the basis of sustaining competitive advantage — companies must learn from their customers and adapt to their priorities.
Treating the customer with respect, and then leveraging that respect to do even more business, is the essence of effective relationship building. And the essence of effective marketing.
The concept of a Unique Selling Proposition (USP) is obviously not new. But it is one that has stood the test of time and all organisations need to grapple with it.
“So what’s new?” you may ask! For decades we have known that business is being won and lost on the perception of value.
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