Author Archives: malcolmwicks

To get your 2016 plan implemented it has to be well communicated

Some of the most brilliant plans and strategies never get implemented. The problem is often communicating the strategy in a simple and easy to understand manner to a lot of

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The problem with Customer Surveys and what to do about it

Over the last few years an increasing number of businesses have ramped up the frequency of asking customers how they are doing. Many retailers ask after every transaction.  How many

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Hiring the right Marketing person

In my experience professional firms first step into Marketing is often hiring a new low-cost member of staff to write brochures and do mailshots. Being a low-level member of staff

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How Mercedes create a wonderful buying experience

Buying a new car should be one of life's most exhilarating buying experiences. Anything that stops this being the case will loose sales. On the other hand anything that enhances

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Customers don’t love your products as much as you do

If you are selling a technology based product there is a strong temptation to overly focus on promoting the features of that product. After all you have put some much

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The 2016 Plan

It's that time of year again when businesses focus on producing next years plan. But before just diving in companies should consider if there is a better, simpler way of

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How to get business plans and strategies implemented

Deciding on revenue and profit targets for next year and even subsequent years is usually relatively easy. Like most things in life the harder bit is implementation, especially when  success

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How supermarkets helped Aldi & Lidl be successful

When people write about the rise of Aldi and Lidl they usually focus on low prices as the main reason for their success. This fixation with price masks other factors

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Sales and Marketing working together

Sales and Marketing working together I've now been asked by two different clients if I could put together a training event to teach Marketing people about Sales.  Being a Marketing

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Customer satisfaction

There are a number of ways to show return on investment from improving customer satisfaction. However, just aiming to improve customer satisfaction generally is not a good place to start

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How to select the best Marketing Consultant

It can be very difficult for a company to cut through all the marketing jargon and heavy promotion of exciting new marketing technologies to find the right person to help

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Who “owns” all the customers?

Here is another hard question. Who owns the relationship with ALL the customers? Individual customers and relationships are "owned" by specific individuals or teams within the organisation but who is

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Top 5 strategic planning mistakes made by SME’s

1. Not listening to customers 2. Not listening to and involving staff 3. Not being clear at the beginning about the outcomes that are expected 4. Not having a planning

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Tesco – What Dave Lewis can do

There are many things that Tesco do not do well at the moment. Pricing, quality, availability, customer experience etc. The problem for Dave Lewis is where on earth to start. 

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How to get a C level meeting

Most companies would love to be able to have a meeting with a prospects C level staff but achieving it very hard. Cold calling and broadcast marketing does not work. 

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Morrison’s trolley locks and customer embarrassment

Well done to Morrison’s. They have recognised that shoppers strongly dislike trolley locks and are removing 150K of them. When they were first introduced trolleys did not have locks on.

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How do you build a brand?

It's tempting to dive straight in by building and implementing specific marketing campaigns to build your brand.  Before doing this there is one important step to ensure that that your

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Welcome to the MalcolmSays Blog

This blog aims to share experiences and opinions on a wide range of Marketing, Sales issues and the linkage to business planning and one page plans.  I try to come

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Definition of Marketing

In my experience one of the main reasons that marketing does not work out as expected is that firms frequently do not have a consistent and agreed definition of what

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