Your systems should focus on your clients

Do your systems serve your internal customers or all of them? By internal customers, I mean your accounting department, the staff on the shipping dock, customer service representatives, sales people and so on. Systems that serve your internal customers do things such as accept, validate and record orders, track commissions, automate shipment notifications, manage inventory and […]

Create a truly meaningful guarantee

Does your guarantee provide value and eliminate risk for the prospect, or does it simply give their money back? While giving their money back is often seen as an ideal guarantee, the fact is that while it’s the easiest effective guarantee you can make, it’s also the least common denominator. Does your business reputation depend […]

Who accepts the risk of buying from you?

photo credit: Amanda Nicole Betley If you don’t accept the risk and responsibility of a purchase, the customer automatically does. How does that hurt your ability to get a product or service into the hands of someone who very much wants or needs it? Consider these thought processes that might be going on in the […]

Do you offer a recession anxiety warranty?

photo credit: Furryscaly Remember the outrageous 7/70 bumper-to-bumper warranty Chrysler introduced back in the early 1980s when they introduced K-cars? At the time, Chrysler’s quality problems were front and center reasons to avoid buying their cars. Likewise, major car manufacturers limited long-term warranty coverage to the engine and powertrain (ie: transmission, axles and such). Iacocca […]

Bad apples make you taller, thinner and better looking (until Dec 1 2009)

photo credit: rick One of the things I’ve always counseled you to use in your marketing is testimonials: carefully chosen things your customers have said about their experiences using your products and services. On Dec 1 2009, that changes a bit. In some ways, it’s a good thing. It’ll make almost all those lame infomercials […]

The power of measurement

photo credit: BruceTurner Despite Chris’ assertion that information wants to be free, some of it just isn’t. Sorry. In fact, some information is worth far more than the paper it is printed on (or the pixels it lights up). For example, imagine that your company publishes technical articles. Short, sweet, fine-tuned to a specific purpose […]

3 guarantees that will grow your business

One of the places where you don’t see a lot of creativity in is guarantees. Yet they are one of the least expensive ways to market your products and service. In a world where it sometimes seems that there are only two guarantees (that death and taxes thing), it’s a great way to stand way out […]

How to make a guarantee say “Buy me NOW”

Several months ago, we talked about businesses that could study the chaos going on at the airport – specifically in the security line – and create a business in short order. Of course, you could also reinvent your business by doing what Targus and other laptop case manufacturers are doing: Making a security-compatible laptop case […]