If a customer (or a potential one) shows up with a request that is not in line with your procedures, processes, habits, or even product or service, the generous thing to do is to make an exception. If that requests gets asked more and more, than you have two options. Change your procedures, processes, habits, … Continue reading Exceptions and rules
There is a common belief, particularly in business-to-business organisations, that in order to be a good marketer you need to know the ins and outs of the product (or service) you are marketing. That is a myth. Much more important is to understand what problem the product (or service) is addressing, how high it is … Continue reading The product in the background
The way you treat people that gravitate around your business is as important as the way you treat people that are at the core of it. This below costs nothing, is caring and generous. It is beautiful, and tells a lot about how this company does work.
Companies invest money and time in attempting to personalise the way they communicate with their customers… (continue)