“Perceived value-based” pricing is pricing for a product or service at a level that reflects the potential savings, the highest satisfaction level, or the maximum use that a client will receive from the purchase and the use of the product or service. Overall, a perceived value-based price is set at the highest level that your…
When confronted with a problem or a new challenge, a common reaction is to do nothing. While thinking before you leap is prudent, you still need to get started or else the problem may fester or the opportunity may pass you by. For those moments of indecision, I offer the following simple tool to get…
There are many books written about strategic marketing and the authors seem to delight in making it look really sophisticated and complex. In actuality, strategic marketing is really pretty simple. Strategic Marketing is about analyzing opportunities while answering three basic questions: – What might we do? – What do we do best? – What must…
You have 60 seconds to describe your business to an investor. What matters most to them and what will move them to invest in your business? Investors are not your customers, so don’t try to sell them product features or benefits. Investors are people that may want to “own” part of your company, so tell…
You are going to end up somewhere, so why not end up where you want to be? Organizations (and people) all have a purpose or a reason for being. Many call it a mission. That mission helps the firm to make good decisions that are consistent with its purpose. With a well written “mission statement”…
At the end of every e-mail is the signature line which tells the reader how to contact you. It also tells them a lot about you and your brand. Surprisingly, many people don’t take advantage of this last step in the communication process in an e-mail letter. The minimum contact information that you should include…
This is a reprint of a past blog on Business Concepts. A “business concept” is the first step in the process of starting a new venture. It typically describes a vision of what might be. It generally precedes the business plan and it begs feedback on the merit of the idea. A business concept speaks…
Text messaging has created a new “language” of sorts that is destroying the written word and has infected all aspects of our society. Driven by young cell phone users who would rather text than talk, these abbreviations are appearing in advertising, new media, and college term papers. SMS (Short Message Service) technology is a communications…
My recent blogs about using questions as a selling tool got many comments from readers who sell to senior executives. I was reminded about how busy C-level execs are these days and how intolerant they are of “discovery” sales calls. C-level executives (i.e., CEO, CMO, CIO, etc.) need a different sales approach. Gone are the…
Too many press releases beat the drum about new product releases, product features, and the daring follies of egomaniac CEOs. Most this crap is just plain vanity and worthless to their audience. Can you hear the delete key tapping away? Good PR informs that reader about matters to them, not the authoring company. To this…