Customer Segmentation
Trading Jobs
My thoughts on a note I received from an independent consultant on starting her business and realizing that she’d traded jobs.
Read MoreA Niche or An Ocean?: A Consultant’s Muddled Message
A Niche or an Ocean?: A Consultant’s Muddled Message December 6, 2019 Last week I was on the phone with a consultant ready to launch his practice. “Who do you serve?,” I asked him. “Businesses between $5 million and $50 million in sales,” he replied. “That’s not a niche,” I told him. “That’s an ocean.”…
Read MoreA Raving Fan Begs to Spend More
A Raving Fan Begs to Spend More August 30, 2019 In my presentations and in working with individual clients, I suggest creating a “velvet rope” for your raving fans, the segment of your clients who love what you do so much they’ll be attracted by a premium offering with benefits exclusive to them. Raving fans…
Read MoreThe Pitches Which Apply to Everyone Apply to No One
The Pitches Which Apply to Everyone Apply to No One July 23, 2019 Recently I attended a gathering of business owners in which everyone went around the room, introducing themselves and their business. A travel agency owner introduced himself and casually added, “anyone who needs to travel is a good fit for me.” I remember…
Read MoreThe Value of a Barber: More Than Just a Haircut
Some professional baseball players see enough value in their barbers to fly them around the country (sometimes internationally) to get a haircut. Why? Because these barbers meet some intangible value needs these players have. It’s a reminder that all our customers have intangible needs we meet which go beyond the features of our product or service.
Read MoreHow Apple Hit One Trillion in Market Value with Disappointing Sales
Apple’s rise to one trillion in market value–a first in U.S. business history–was achieved because of a pricing strategy which overcame missed forecasts. There’s a lesson (and opportunity) here for all of us.
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