BackCalculate, monitor, respond. Prioritise, train, incentives. Engaging, listening, asking. Goods, services, bundles. Pricing, offering, financing. PHILOSOPHY It is surely absurd when a customer is 'on the hook' not to maximise the value of the sale. Despite this, many businesses fail to address the average sale per customer in their planning. There are numerous ways of increasing the average sale per customer ...
FIVE STRATEGIES FOR MAXIMISING CONVERSION RATES.
The magnet. The journey The person. Shared values. No barriers. PHILOSOPHY I have written at length about the importance of customer lifetime value – or, more importantly – maximising the average lifetime value of each enquiry. Maximising the average lifetime value of enquiries required maximising the rate at which enquiries are converted into customers. Marketers are traditionally obsessed with awareness and ...
FIVE COMMUNICATION STRATEGIES THAT WILL REDUCE WASTE.
Communication and community. Objectives and measurement. Understand and embrace. Target and personalise. Messaging and consistency. PHILOSOPHY ON COMMUNICATION In my experience, few businesses communicate as cost-effectively as they might. They are in far greater number than those who communicate effectively. I don't know anyone who would not claim to recognise the value of effective communication. My philosophy on communication, in a ...
FIVE STRATEGIES FOR DEVELOPING A BRAND STORY.
Hero and guide. Problem and solution. Success and celebration. Beliefs and values. Emotion and connection. PHILOSOPHY ON STORY TELLING I have never been a consistent exponent of story-telling. That said, I understand its importance and have drafted brand stories for many organisations over the last 20 tears. Readers of this newsletter and listers of my podcasts we notice more stories in ...
FIVE STRATEGIES FOR DEVELOPING THE OPTIMUM CULTURE.
Commitment Definition Strategy People Communication MY PHILOSOPHY ON CULTURE Few in business would not have heard of the management guru and academic Peter Drucker, and still, fewer would not have heard his observation – 'Culture eats strategy for breakfast.' I find this observation compelling. I write strategy for a living, but I understand that a strategy is of little value without the ...
