The riches are in the niches. That’s a truism I often cover in great depth when I’m doing a keynote presentation for an industry group or business conference. I also discuss the importance of differentiation. Niche marketing and differentiation are closely related, but not the same, and to mistake one for the other can be […]
The sales strategy of upselling is fundamental to business, and there are various ways it can be accomplished. When a customer is making a purchase, the sales rep can suggest additional items that would complement the core purchase. Another common approach is to find a more expensive item that better fits the customer’s requirements. Any […]
Unless you’ve been living a Rip Van Winkle existence the last decade or more, you know the importance of content marketing for competitive success. But you can’t approach content marketing in a haphazard fashion. You have to give it thought, devise a strategy, and implement your strategy over the long term. Faithful follow through is […]
If you were a fan of Mad Men, you’ll recall that for many years Don Draper worked without a contract and therefore without a non-compete agreement. This gave Draper enormous bargaining power at crucial times. It’s a fact of business life for founders and virtually every professional that they work hard to create a company […]
How to scale up? When to scale up? Every ambitious business owner and entrepreneur asks these four-word questions. But coming up with the right answers isn’t nearly as easy or simple as asking the questions. First, you need to have a business that lends itself to scaling, and that’s a topic I’ve discussed in other […]