You’re better than a blunt axe and $50 off
It looks like the power companies are active in the market at the moment. I have just had a couple of interesting calls with them. Same industry, different company and very different approaches…. Deal One: How many times have you had this call? “Hello sir… have I...
A way to get an eight times better chance in improving sales
Timing is everything, right? Here I am, smack in the middle of an extended riff on sales, and the Herald considerately decides to go with my theme… imitation is after all, the sincerest form of flattery….. Here’s another insight on the same theme – this time from...
Customer Value Equation
Value = (benefits – costs) This equation is the most fundamental conscious or subconscious calculation made by a customer when comparing products, or purchasing goods and services. For a couple of reasons, it also presents a real challenge for marketers: A, Benefits...
Advertising isn’t marketing
Regular readers may have noticed my thing for Seth Godin – a very clever writer and thinker on all things marketing, he’s my regular go-to guy. It’s been a few weeks since I last mentioned him… he’s been a little off my radar. And then just last week he sent a blog...
The power of referral marketing
After a couple of weeks’ theoretical discussion (looking at the difference between marketing and advertising) I want to bring the discussion to life today by analysing a business showing phenomenal growth in a short life span – and all without traditional advertising....
Give, give, give – ten ways to add value to a customer
In the last couple of weeks I hope I’ve sold you on two key thoughts: Half the battle is turning up The battle is less bruising when you’re talking with old clients We talked last week about some things you could discuss with your old clients. But rather than call...
Don’t get caught in the middle
I’ve been rebuilding the Generator website over the last few weeks. It’s been great, the site itself is simple, but it’s given me some good insight. Enough in fact to deliver three blogs. This week, something we all should avoid – the saggy middle… or custom versus...
She knows more about you than you think
I’m on a product bent at the moment – after last week’s big push on audio books, this week I want you to meet Crystalknows. Crystal might be a little creepy at first, but once you deal with that, she is in fact a potentially fantastic tool for your business....
But my customers are cheapskates
Customer facing roles are among the hardest in the game. Known as the front line, these are key positions, with the power to make or break your business – so it’s no wonder organisations invest big money to get the customer facing message and delivery spot on. We all...
Beware of the ‘sample of one’
A few months back I found myself sitting in the offices of one of the country’s market leading companies, surrounded by clever people, in a proposition development meeting featuring a potentially ground-breaking product. There was a problem. All our decision making...
