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Traditionally professional services type businesses relied heavily on being considered an expert in the field. That was yesterday. Today, because customers have access to a mountain of information about everything in the world, they come to you pre-primed with a lot of information about the product or service that you are offering, what they want, …
We all know that apples are available all year round. Oranges also form part a greengrocer’s standard year-round stock item. But apples and oranges are not locally harvested year-round. For apples to be available 12 months of the year, they are picked at harvest time, and then stored in nitrogen cold stores – this is …
Your customers are a fickle bunch. Your job is to make doing business with you as easy as possible. Start putting up barriers and you are asking your customers to seek the same product or service elsewhere. There are a few basic items, besides your goods and services, that your customers want. These are: You …
All too often, running or managing an enterprise can be a lonely position. Let me demonstrate this by means of a personal experience. I was employed to perform a specific task. I was good at this task – I was actually very good at it. I redefined the role and made it mine. Unfortunately, whilst …
They may appear old school, but magazines still provide valuable industry information; typically you will see current industry news, upcoming events and conferences, and advertisements from industry suppliers. My google efforts usually take me on a journey of tangents, following leads that all too frequently take me to places that I had no intention of …
You have heard the saying that teenagers today have large disposable incomes – certainly more than I ever had as a pimply teenager. But unless you target this market, then enticing this demographic group to spend big with you will probably not happen. Kids now days just don’t spend their money on haberdashery. You do …
Do you know your catchment area demographics? Does your area predominantly consist of young families, retirees, established households? What is the home ownership ratio? What sort of building approvals currently in place? What are homes sales like? Is the area going through any infill development? How transient is the population? What is the nationality percentage …
Gathering information about your competitors is easier than you think, and you can do this without a hint of espionage, or needing to call in the services of MI5, the CIA, KGB, or any other secret organisation. In fact, if you know where to look, then important operational information about your competitor is freely and …
Many years ago I purchased a near new used car from Scuderia Veloce Motors in Canberra. I don’t know if they still exist, but they did promote themselves as a better class of car yard, stocking many European brands including Volvo. I recall we purchased a Ford Laser station wagon. Not the sort of car …
The incidence of high blood pressure has increased across this generation. The use of portable electronic devices has also increased across this generation. Therefore portable electronic devices must cause high blood pressure. Hmmmmm, hardly. But this is the concept of Fuzzy Logic. Obscure correlations occur everywhere, and usually, the more obscure the correlation is the …