Loyal Customers
How to pick the worst clients
If a strategy is about knowing what not to do, then client profiles are about knowing who not to target. Much of this will happen as a process of exclusion as you build your Customer Profile. But that is not enough. There are certain traits you want to look out for, that make universally bad…
Read MoreHow easy is it to buy from you?
It was a fine, sunny day, warm with a breeze, and perfect for spending time outdoors. The coffee carts were lined up along the street, right outside the park. The hero of our story decided to approach one such cart and order himself a coffee to drink while he worked outdoors for a bit. He…
Read MoreUnique Value Proposition or Unique Sales Proposition
What is the difference between a unique value proposition and a unique selling proposition? This question has come up several times in the last few months. And the truth: there are varying views on this. But the most common consensus is: A value proposition is about your client A selling proposition is about you Unique…
Read MoreNew Course: Why You Need Customer Profiles
In the video below I tell the story of a business who went after any client they could. “After all”, they told me: “We are a new business and we need to grow”. Find out how that went for them, and why building customer profiles saved their sanity, their success, and their business. And then,…
Read MoreDo you know what your clients want?
Your clients know what they want. To get what they want, they need something: you. You know what they need, which allows them to get what they want. (If this doesn’t sound familiar, see the link above). Now let’s make sure that you understand what your clients want. How Let’s start with how your clients…
Read MoreWhy You Have To Always Sell Three Things
What you do is all about customer context, how you sell is all about customer buying habits. But at some point: you do have to talk about yourself. Once your prospects are moving through that buyer’s journey, they will want to know what to expect when working with you. They already know – at least…
Read MoreWhy it is time to stop selling
There is no money in sales. No, really. Think about it: you can sell, and sell, and sell. But at what point do you actually make money? When somebody else buys. The money is in the action of buying, not the action of selling. Before you build a sales plan, understand how your clients buy. …
Read MoreFind out what your clients fear
All of your clients want something. All of your clients need something too. And all of your clients also fear something. They may talk about it, ignore it, or not even have thought about it yet. Still, they know that every decision they make involves some risk. What are the risks Every decision carries risk. …
Read MoreAre you making your brand work for you?
What’s in a brand? More specifically: what is a brand? The varied definitions you will find always describe how people know and recognize a company. Whether it is a logo, a slogan, or a design, the visual brand is a symbolic representation of your company. But humans are complex beings, and to every symbol, we…
Read MoreWhen will your next competitor arrive?
The way other companies compete with you isn’t always about you. We have already considered replacement competitors, generic competitors, and budget competitors. What about your direct competitors? And in particular: the new ones that will show up just around the corner? How difficult is it to start your company? Barriers to entry What does the…
Read More