We May Be Undercharging

Posted on Leave a commentPosted in Marketing, Strategy
Reading time: 1 min.

Profit pressure may come from burgeoning costs or poor planning. But often it comes from not charging enough. Many of us feel we need to compete on price because that’s what the market demands.

Really, though, it’s because we still have to do the work of focusing on our ideal clients, listening to how they explain their challenges, building our products and services to address those challenges, then demonstrating how we help, why us, and why now.

Let’s serve our clients well and compete on value.

 

In your corner,

Mike

 

Today’s photo credit: Korona Lacasse 20160331-3543-E2 via photopin (license)

Customer or Customer-Service?

Posted on Leave a commentPosted in Leading, Marketing, Strategy, We=All Who Matter
Reading time: 1 min.

Customer-service oriented leaders go out of their way to ensure that clients have the best possible experience with their companies’ products and services. Laudable.

Customer-oriented leaders go out of their way to understand what the clients need, want, and desire now and in the future. They then design their companies’ products and services to meet those needs, wants, and desires. Freakin’ amazing.

 

In your corner,

Mike

PS: We excel when we turn the cameras away from ourselves and toward our clients.

 

Today’s photo credit: Matt@PEK Onboard A380 First Class – Lufthansa via photopin (license)

The Wrong Approach to Marketing That Almost Everyone Uses

Posted on Leave a commentPosted in Marketing
Reading time: 2 min.

There is a wrong way to market ourselves or our company and a right way.

The wrong way is to describe ourselves and our product’s or service’s features, functions, and benefits. Example: “We are the leading, global provider of kitchen tools including our award-winning turnip twanglers. Committed to excellence, we produce high-quality, low-cost tools such as our new Twanglers 2.0 featuring our patented turbo turnip topper.” Read 100 company websites and at least 80 will use some form of this “why we’re so great” approach. Ugh.

The right way is to say how we help our clients move closer to happiness by getting past the obstacles that they encounter and that we are good at surmounting. Example: “We help chefs of very busy kitchens who enjoy making great food for their clients but whose team spends too much time preparing ingredients. They end up rushed and chaotic every night. We help by training the sous chef team to streamline their preparation routines and by introducing our line of chef-designed prep tools.”

Clients first.

 

In your corner,

Mike

PS: This isn’t just being nice. Starting with our clients’ values and concerns matches the way they want to explore and eventually buy products and services.

Today’s photo credit: Rosa Say cc