How Do You Identify Your Ideal Client?

Recently I’ve been out in the local area talking, presenting and meeting with small business owners on “how do you identify your ideal clients?” It seems like a simple topic and question — who needs, wants and values your services? How hard could it be to think about? Yet, in my conversations, most small business owners underestimate Read more about How Do You Identify Your Ideal Client?[…]

How to Discover Your Point of Difference (And Avoid the Crowd)

In my opinion the most important step any business can take is to discover a way to be different. The market needs a way to compare and differ and if you don’t give them one they’ll default to price comparison. Different is doing something like no other. Different is creating your own category. Different is Read more about How to Discover Your Point of Difference (And Avoid the Crowd)[…]

The Process for Finding Your Business’s Ideal Client

Have you ever thought of working with a select group of clients? Many businesses offer a wide range of products or services to a wide range of people or companies but struggle to narrow their market focus. Instead of targeting a broad population, get good at serving narrowly defined market segments. What Is An Ideal Read more about The Process for Finding Your Business’s Ideal Client[…]

Why Solving Problems Beats Providing Solutions

Today it’s never been more important for you to understand the problems your prospects and customers face because none of them want what you sell. They want their problems solved. No matter what you sell — a product, a service, a media subscription, etc. — you’re solving a problem. In almost every business, the act of Read more about Why Solving Problems Beats Providing Solutions[…]

The Best Way to Boost Sales Is . . .

Constantly seeking feedback from your customers! Customer feedback has always been like a secret cash hideout. Generally, when entrepreneurs and business owners talk about marketing, they only talk about direct mail, email, copy, Facebook, LinkedIn and promotions — you know, more tactics. But many ignore that Customer Feedback is actually a very indispensable step, where Read more about The Best Way to Boost Sales Is . . .[…]

Five Stages of The Marketing Process

Most small business owners view the customer journey from a very traditional and outdated point-of-view with stages such as Awareness, Consideration and Purchase, but for years I’ve promoted and consulted on executing a more holistic and effective approach in this “customer centered era” we live in today: Awareness, Education, Sample, Purchase and Refer. These stages Read more about Five Stages of The Marketing Process[…]

The Central Role of Content In The Customer Journey?

When you think of content, your first association might be with items such as a proposal, ad, brochure, rack card, marketing kit, email campaign, stationary, blog post or newsletter. Most of this content is entirely focused on being promotional and awareness pieces. But in reality, content can be used effectively throughout the customer journey. It’s not Read more about The Central Role of Content In The Customer Journey?[…]

Top Marketing Techniques That Must Work Together For Professional Services

Sure, marketing for professional services gets more complex by the day, but that’s because it’s made up of activities that are by nature very hard to quantify and pin down. Sometimes even the best of the best have a hard time marketing because they are so focused quantifying and searching for that one killer technique, Read more about Top Marketing Techniques That Must Work Together For Professional Services[…]

Guide to Mapping the Customer Journey for Small Businesses

As a small business owner, you’re likely asking yourself, “how do customers learn about our business? what can we do to not compete on price? and how do we generate more referrals?” Knowing the customer journey of your business can help answer these questions. The customer journey refers to the way your small business must address Read more about Guide to Mapping the Customer Journey for Small Businesses[…]

Keys to Lead Follow-Up for Professional Services

Lead follow up is an important strategic marketing and sales practice that, when thought of correctly, never really ends. While many professional service providers try to spend as much time as possible on lead generation strategies to bring new leads in, whether through search engine optimization (SEO), advertising in publications, utilizing social media and networking sites, Read more about Keys to Lead Follow-Up for Professional Services[…]

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