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Hub You - For Direct Mail Lead Generation Success, Clone Your Best Customers
Eight Key Steps to Building B2B Major Account Client Alliances
Audiences who saw the fabled Broadway musical, Chorus Line, marveled at the intricate timing and seamless interaction of the dancers as they mastered the choreographer’s precision steps after many false starts in rehearsal.At the final curtain, the stage is crowded with dancers whose images are multiplied by mirrors strategically placed about the stage.That’s a tough scene to match.In many ways one can view the Chorus Line as a metaphor (sans mirrors) for orchestrating enduring major account relationships, which at their optimum, are enduring alliances.
bottom line were marketing communications companies who did not have an in-house direct mail copywriter.
Audiences who saw the fabled Broadway musical, Chorus Line, marveled at the intricate timing and seamless interaction of the dancers as they mastered the choreographer’s precision steps after many false starts in rehearsal.At the final curtain, the stage is crowded with dancers whose images are multiplied by mirrors strategically placed about the stage.That’s a tough scene to match.In many ways one can view the Chorus Line as a metaphor (sans mirrors) for orchestrating enduring major account relationships, which at their optimum, are enduring alliances.
Measure your gross sales by region
Another hunch that I had was that my best-paying customers were from outside my city. The majority of my c
Hourly Rates - No Thanks
When was the last time you gave a passing thought to your pricing? It’s no secret that how you charge for your services can either make or break you. It can mean the difference between a mediocre and a successful business. In my experience, most people don’t spend enough time thinking strategically about what pricing strategy they should use.The majority of people in service businesses - and especially people who work independently - establish an hourly rate. They use a process called “reverse competition” to determine what their rate should be. This involves taking a look
I don't relish being proven wrong. But a while back I sat down to discover who my best clients were. I wanted to increase my revenues. I figured that the best way to do that was to discover who my best clients were and to then go after more firms that were like them.
When was the last time you gave a passing thought to your pricing? It’s no secret that how you charge for your services can either make or break you. It can mean the difference between a mediocre and a successful business. In my experience, most people don’t spend enough time thinking strategically about what pricing strategy they should use.The majority of people in service businesses - and especially people who work independently - establish an hourly rate. They use a process called “reverse competition” to determine what their rate should be. This involves taking a look
I had hunches about who my best clients were, but my hunches were proven wrong. So I adjusted my marketing plan accordingly. And doubled my income that year over the previous year.
If you want to increase your revenues and lower your cost of acquiring new customers using direct mail, then I invite you to learn from my mistakes.
Measure your gross sales by client
The first thing I did was look at my books for the previous three years, and break out my income by client. I wanted to know which clients had given me the most business in dollar volume. I had a hunch that my most lucrative clients were businesses that sold their products and services using direct mail, or used direct mail to generate sales leads. I was wrong. The clients who added the most to my bottom line were marketing communications companies who did not have an in-house direct mail copywriter.
Measure your gross sales by region
Another hunch that I had was that my best-paying customers were from outside my city. The majority of my cl
Only Good Guys Look For Jobs?
- Resume Lies and Half Truths -According to the resumes that are distributed to large corporations and small businesses, only good guys look for jobs. This seems to be especially true in the Information Technology field. You will never see a resume that shows that a project was cancelled, or that the programmer was removed from a project due to his inability to meet the needs of the company or a client. Instead, the resume's all show that only the best of the best are looking for work.If they are the best of the best - then why are they seeking work? W
- Resume Lies and Half Truths -According to the resumes that are distributed to large corporations and small businesses, only good guys look for jobs. This seems to be especially true in the Information Technology field. You will never see a resume that shows that a project was cancelled, or that the programmer was removed from a project due to his inability to meet the needs of the company or a client. Instead, the resume's all show that only the best of the best are looking for work.If they are the best of the best - then why are they seeking work? W
I had hunches about who my best clients were, but my hunches were proven wrong. So I adjusted my marketing plan accordingly. And doubled my income that year over the previous year.
If you want to increase your revenues and lower your cost of acquiring new customers using direct mail, then I invite you to learn from my mistakes.
Measure your gross sales by client
The first thing I did was look at my books for the previous three years, and break out my income by client. I wanted to know which clients had given me the most business in dollar volume. I had a hunch that my most lucrative clients were businesses that sold their products and services using direct mail, or used direct mail to generate sales leads. I was wrong. The clients who added the most to my bottom line were marketing communications companies who did not have an in-house direct mail copywriter.
Measure your gross sales by region
Another hunch that I had was that my best-paying customers were from outside my city. The majority of my c
Franchise & Business Opportunities - The First Golden Rule
All franchises & business opportunities can be analysed for both growth and profit potential using very simple rules. These rules apply whether you are starting a business on your own or considering buying a franchise opportunity.The first golden rule in business is to analyse the market place that you are contemplating to enter. Is it a declining market or is it growing? Is it becoming more competitive or less? Is it forecast to grow or decline? The same rules apply when you are considering buying a franchise opportunity. What forces are at play in this segment?Let
ng new customers using direct mail, then I invite you to learn from my mistakes.
All franchises & business opportunities can be analysed for both growth and profit potential using very simple rules. These rules apply whether you are starting a business on your own or considering buying a franchise opportunity.The first golden rule in business is to analyse the market place that you are contemplating to enter. Is it a declining market or is it growing? Is it becoming more competitive or less? Is it forecast to grow or decline? The same rules apply when you are considering buying a franchise opportunity. What forces are at play in this segment?Let
Measure your gross sales by client
The first thing I did was look at my books for the previous three years, and break out my income by client. I wanted to know which clients had given me the most business in dollar volume. I had a hunch that my most lucrative clients were businesses that sold their products and services using direct mail, or used direct mail to generate sales leads. I was wrong. The clients who added the most to my bottom line were marketing communications companies who did not have an in-house direct mail copywriter.
Measure your gross sales by region
Another hunch that I had was that my best-paying customers were from outside my city. The majority of my c
The Chinese Denim Market
Under the MFA quota system, each supplier country poised to its limits on the volume of textiles and clothing that may be imported from each individual nation with which it trades. From about 60 different countries, U.S. quotas comprised of 2,400 products. It was anticipated that the removal of these quotas will mainly be advantageous to Chinese (and to a smaller amount to Indian) producers, who are capable to challenge their international competition due to its combination of an undervalued currency, low wages, and outright labor domination. In an incongruous twist, the majority
clients had given me the most business in dollar volume. I had a hunch that my most lucrative clients were businesses that sold their products and services using direct mail, or used direct mail to generate sales leads. I was wrong. The clients who added the most to my bottom line were marketing communications companies who did not have an in-house direct mail copywriter.
Under the MFA quota system, each supplier country poised to its limits on the volume of textiles and clothing that may be imported from each individual nation with which it trades. From about 60 different countries, U.S. quotas comprised of 2,400 products. It was anticipated that the removal of these quotas will mainly be advantageous to Chinese (and to a smaller amount to Indian) producers, who are capable to challenge their international competition due to its combination of an undervalued currency, low wages, and outright labor domination. In an incongruous twist, the majority
Measure your gross sales by region
Another hunch that I had was that my best-paying customers were from outside my city. The majority of my c
How To Demonstrate That Your Employee Communication Strategies Really Do Engage Employees
One of the most important aspects of employee communication today is measurement. But so much of that measurement is whether employees access the tools to communicate with them. You know, questions such as do they read the newsletter, do they access the corporate blog, do they find the information sessions interesting. None of these questions prove that your employee communication tools measure engagement. There is one key reason; you are measuring the acceptance of communication tools, not measuring employee communication strategy. So here’s what you do.Every organiza
bottom line were marketing communications companies who did not have an in-house direct mail copywriter.
One of the most important aspects of employee communication today is measurement. But so much of that measurement is whether employees access the tools to communicate with them. You know, questions such as do they read the newsletter, do they access the corporate blog, do they find the information sessions interesting. None of these questions prove that your employee communication tools measure engagement. There is one key reason; you are measuring the acceptance of communication tools, not measuring employee communication strategy. So here’s what you do.Every organiza
Measure your gross sales by region
Another hunch that I had was that my best-paying customers were from outside my city. The majority of my clients are. Yet when I added up the column for revenue by client, I discovered that the two clients who gave me the most money last year were located within a half-hour walk of my office! I was startled.
I had assumed that, because most of my clients were located outside my city and province, then most of my revenue came from those sources. What I did not take into account was the volume of well-paying business that I received from two local clients.
Measure your gross sales by country
Another assumption I had was that at least 75% of my clients were located outside Canada (I am located in Canada). Wrong again! The figure was more like 30%.
Measure gross sales by deliverable
One hunch of mine that was on target was how I earned most of my income. I suspected that the majority of my revenue came from writing direct mail packages for my clients. I was correct. The numbers proved it. In previous years I had written ads, websites, brochures, radio and television commercials, scripts for corporate capabilities pr
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