Choose your customer carefully.

  What makes a seesaw so amazing for a child is that whatever someone does on the other side has a direct, positive impact on them. Off course, this all works in the physical world of the park playground, but what about the adult world and the playground of business? What about the intangible world…

Why entrepreneurs should do market research

When last did you research your market? When last did you test your assumptions? When last did you [just] ask questions? No selling. No “marketing”. Just questions. Many business owners are frustrated because they are unable to get into the room with the key decision-maker. They send emails; make phone calls – and get nowhere.…

Why you should target a market

Marketing is about convincing someone that they should consider your product or service instead of: either not using anything, or selecting an alternative option. But how many people can you convince simultaneously? Or more accurately, how many different people, or organisations, can you convince at the same time? You’ll agree with me that every time…

In which league does your business play?

In which league does your business play? The A-league? B-league? Or C-league? How do you separate the top league from the bottom ones? How do you know where you play and how to win? I think these are interesting questions for business owners. Your business doesn’t operate in isolation. It competes. Whether you like or…

The 30,000 feet business issue

What happens if you look beyond the price? I guess most things in life have a core issue underlying it. If you are in an aeroplane there are lots of things that could be on your mind: the baby making a noise, the guy in front of you reclining his chair, the queue by the…

Know your customer

Executive summary Understand that the customers’ representative is only the tip of the iceberg of a much larger decision making unit. Ask probing questions to understand both the person, and the company they represent. Treat the customer rep as your sales agent based deep inside customer territory. Equip them so that they can represent your…

Monopolise your target market

I attended the “Screw it Lets Do it” morning at the Branson Centre for Entrepreneurship last week. It is an event where entrepreneurial upstarts pitch their business to mentors, experts and fellows. I found it super inspiring, listening to entrepreneurs – old and young – all starting their own business. It made me think of…