How do I get people to listen to customers?

Here is one approach to getting everyone in the business to listen to customers and act on what they say. Step 1 The CEO spends a lot of time going

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How can I maintain quality when headcount is cut?

You could sit down and endlessly discuss how bad things are or you could grasp this major opportunity to do things differently for your clients. Now is the time to

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How to get customer feedback

There are two components in getting customer feedback. One is about the mechanics of collecting feedback and the second is about motivating people to give you feedback. The motivational aspect

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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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How do I get customers to “trust” my company?

Start by looking at the attributes that build trust in the first place. The top 5 are: 1. Honesty 2. Consistency 3. Professionalism 4. Excellent service 5. Great staff Any

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How to cut costs without losing customer focus

The issue for a number of businesses it that they have already cut the obvious areas of waste but because revenues are weak they need to cut further.  The problem

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What causes dysfunctional relationships between Marketing and Sales?

The root cause is incompatible objectives/metrics and lack of understanding about the other function and how it works. From this root cause other factors such as "poor" processes, internal politics

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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 to keep customers loyal

It's a very good idea to keep existing BtoB customers loyal.  But, what's the best way to do it? You could reduce your prices.  In most cases that'll have no

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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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How do I retain customers?

There are many examples of companies that have lost existing customers because they took their business for granted while focusing on getting more new customers.  How can you avoid this

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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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Measuring Marketing

In my view measuring the Marketing function is straight forward because it's exactly the same as measuring the Sales function.  Has the company met it's top financial and business objectives

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Which Marketing tools are best for gaining new customers?

One of the most frequently asked questions is: Which marketing tools are most successful?  We asked over 60 BtoB SME's what worked for them and which Marketing tools did not

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How to make all employees more customers focused

Being customer focused and acting on what customers say is a challenge in many companies.  I recommend learning from an industry that does it much better than most - Retail.

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Does everyone buy on price? The RET factor

In some circumstances people just buy on price because the difference between the options is either invisible to them or they just don't care. In other situations they may buy

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Motivating Sales people

How do you keep Sales motivated in a tough marketplace? Step one, don't beat them up and tell them how badly they are doing. Step two, create a project to

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Get the most from Speed Networking events

I was very cynical about speed networking but I realized that this was because, like many people, I had unrealistic expectations about what it could achieve. So let me give

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Should I research Competitors?

It's easy to become a bit paranoid about competitors, especially when it seems like they are winning more business than you are. The temptation is to spend a lot of

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