A Financial Poise column dedicated to helping companies optimize their sales and marketing activities to drive growth.
Let’s Make this (Customer) Relationship Work The customer relationship is one of the most important relationships a business will have. As companies grow, expanding their customer base, their sales and marketing activities can become vastly more complicated. Companies that have more than ten customers and two employees probably need some way to manage those customer […]
Consumer Sales and Marketing Challenges That May Challenge You Too Consumer-focused businesses have three key challenges: Understanding what the customer/market wants Targeting the right segments Differentiating what they offer from what their competitors offer In all my years creating marketing plans, these challenges continue to pop up the most frequently. And the product, service, size […]
Everyone Who’s Anyone Is Developing a Branding Strategy “Branding” is a word that gets thrown around a lot these days. From individuals developing personal brands to professionals tasked with complete makeovers for iconic brands like FedEx, UPS, and KFC (notably all just shortened versions of their former brand names), everyone seems to be developing a […]
Customer Centric Means It’s Not All About You Customer centric: a fancy phrase for a very basic concept. It means focusing on what your customers want and need. Yet for such a basic concept, it amazes me how many companies fail to understand their customers. Sadly, I also know too many companies whose customer experience […]
Use Specific Sales and Marketing Activities for Specific Purposes Hi and welcome to my first article for Financial Poise! Let’s jump right in. Supposedly, the days of “I know half of my marketing budget is wasted, but I just don’t know which half” are long gone. But many businesses, especially those with less than 500 […]