Buried in approach is the idea that costs will reflect the quality of the inputs. The higher the quality, the higher the price. Low quality offerings get priced lower.
The need for revenue is constant. You can guarantee more topline revenue by deeply understanding your revenue. Don’t rely on P&Ls and your CFO or CPA’s reports.
Buyers engage knowledge work providers to achieve a desired outcome as soon as possible, given quality requirements.
This ‘truism’ makes me cringe. The focus is on your marketing costs, not on the value to your buyers, as well as to your company, of investing heavily in your current buyers. How warm and fuzzy would you feel about a company you’ve done business with if they reduced you to cheaper marketing costs?
His main takeaway? “Everyone in a Michelin-starred dining room can answer a question about the food or wine, even a junior kitchen member who runs food to the table.” Ruta continued “You really felt the power as soon as you walked in. ….the power of how confident, and how well they knew their job.”
Which companies excel at appreciation? In my personal experience, American Express and AAA Mid-Atlantic are exemplars of appreciation. Not a time goes by when the person I’m speaking with doesn’t thank me for my many years of business. They know what I like and cater to my personal preferences.
Since she was willing to help me, I sent her the mock-up. Within minutes she sent her suggestions, which involved a small adjustment to the design, and she was completely right. I’m excited about the new cards.
You can know all of your buyers better and you can provide them with very personalized and highly valuable offerings. CEOs who are messaged to death about best practices and the resulting bland, conformist offerings, often ask me “Why would we go to all that trouble?”
Putting the company under the microscope and looking at it through the lens of each Focus Area brings many unexpected and previously hidden details to light.