Archive for Marketing & Sales
The Shortest Path to Higher Revenue
The fastest way to find out what your next customer wants to buy, and how they want to buy it, is to ask your previous customers what they were looking for and how they went about buying it from you. In other words, if you want to increase your revenue, reverse-engineer your successful sales.
Read moreAre You Ready to Declare War?
There are millions of companies in the world. Most fail far short of the owners’ ambitions. You would think they fail or frustrate for millions of reasons. But there are really only four. How can that be? Only four? Yes and I will explain. Let me start with the first: Your Company Sucks: It’s Time [...]
Read moreHow to Speak American: Building Brands in the New Heartland
“I think the Heartland is a nice place to raise children. People are nice, but they’re dumb, overweight and gullible. They wear tacky clothing and jewelry. They’re racist, unworldly and dumb.” Marketing executive in New York City If you are reading this column, you most likely play a role in building brands. You may even [...]
Read moreForget Brand Preference – Win the Brand Relevance War
There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Brand Relevance The first and most commonly used route to winning customers and sales focuses on generating brand preference among the brand choices considered by customers, on beating the competition. Most marketing strategists perceive themselves to be engaged [...]
Read morePricing Strategy: Pricking the Veil of Value Exchange
Our understanding of pricing has come a long way since 1890 when Alfred Marshall published his treatise on the economic scissors of supply and demand. Pricing is no longer a purely economic challenge to be addressed through studies of market elasticity. It can’t be solved by lowering prices until customers’ purchases improve factory utilization rates. [...]
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