What is your relationship status with your client?

  If you are in a services business, you are primarily relying on building a good relationship with your client. This relationship determines the success or failure of your business and should be actively managed. In the beginning, the greatest hurdle to a productive relationship is establishing trust. Then, as things mature, it becomes a…

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Why must they buy from you?

This is the question that many entrepreneurs don’t know how to answer succinctly. Even more importantly is whether they can answer it without defaulting to using “low price” as the primary reason. This is especially important because justifying a purchase on price does not offer you the best chance to survive long-term. The cheapest brands…

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Do you even need to do marketing?

Do you need to do marketing in your business? Or only sales? Doing marketing activity can feel like such a waste of time. It takes a long time to show results – if it even shows results. Actually, it feels like a gamble, and as a business owner you do not have money to gamble.…

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What does your marketing numbers say?

  When I started my career in marketing back in 2002 at Robertsons – the same guys that make the spices, – the first thing I was given was a blue book full of charts and tables highlighting the market share performance of the brands I worked on over the most recent two months. Back…

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How efficient is your marketing?

  How do you get ten, or a hundred, or a thousand relevant people to hear about your product or service, this week? That’s the question, isn’t it? In fact, that’s the question every week. There are obvious ways. An advert over the radio during drive time will quickly achieve it. But that’s too expensive.…

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The next best alternative.

  “We don’t really have competitors.” No, but your prospect has another alternative. That is the real question. Who is your customer’s next best alternative? Example. In South Africa there is only one retailer obsessed with premium quality food: Woolworths. You could argue they have no competition, especially the “Woollies” Food up the road from…

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