The Real Purpose of Marketing

Have you ever been frustrated because you realize that you have a great product or a great service that can help – I mean really help – people, but they’re not finding you? And you knew that if only, somehow, the person that needs exactly what you have could be put together with you, then “magical” things could happen for them? I certainly have. Today, I had an “aha” moment about marketing. I’m sure you’ve all had these kinds of moments where you have heard something, been told something, perhaps even encountered it. You think you know it, but you … Continue reading

Do Scammers Know Better Than You?

It’s time to revisit the importance of your ideal client or customer. Whenever I talk about ideal clients with people, I often get the reaction “oh, I don’t want to turn anyone away.” Paradoxically, to get more clients, you have to repel a lot of people… people who have no intention of being your client/customer. If you believe that anyone who is alive and has money is your potential customer, then you probably don’t have a lot of them. And it costs too much to obtain the few that you do have. I am working with a client who has … Continue reading

Which is Better – Marketing or Sales?

There is a difference between marketing and sales. It is important to understand the difference if you want to stay in business and make money. I know some people who spend all their time and budget on marketing. They go out of business. I know some people who spend all their time on sales (prospecting, sales conversations, sales pitches.) They also go out of business. If you want to increase your revenue, don’t confuse the sales process with the marketing process… and vice-versa. This applies to every kind of business — retail, service, B2B (business-to-business), wholesale, food service. It is … Continue reading

Strategic Referral Partners — Worth Their Weight In Gold

I was visiting with a colleague who had come to the Think Tank recently (my monthly business brainstorm/answers meeting.) As we talked, it came out, once again, how important it is to get new customers through referrals. It doesn’t matter whether you have a retail business with a storefront, a service business that you operate via telephone or the internet, or a manufacturing business that wholesales to distributors. No matter what kind of business you are in, you need new customers… and the best ones come from referrals. I have written before about the advantages of referral partners. Today, I … Continue reading

The Power to Change Things (for Good Customer Service)

In recent posts, we have been looking at customer service and how to provide it (in a great way.) We have talked about having Attitude, having Ability and how Structure contributes to (or detracts from) a great customer service experience. Today, let’s talk about the last part of the Structure components… Employee Empowerment. (The other parts of structure were Systems, Priority, and Feedback.) You may remember that we took a brief look at Employee Empowerment in the post on Ability. In that post, I said: Sometimes the inability to help comes from structural reasons rather than personal inability. For instance, … Continue reading