Are You Talking to Me?
I'm astonished by how little designers (cars, hotel rooms, appliances, furniture, etc.) consult with their perspective customers before they produce the final product. I'm always asked by consultants what topics to use for a special event, a client conference, or a
Note to Candidates: Free Is Never Free (TINSTAAFL)
What the Democratic candidates are having trouble with is the "If
Overcoming Caveat Emptor
Does any political debate ever change anyone's mind? If you want your prospects to change their minds and become your clients, explain dramatically to them why it's in their best interests to do so. Too many sales are based on what's
The Chain Reaction of Attraction®
Bringing people together who otherwise wouldn't know each other, but who find it valuable to meet, is of huge value with very low labor. I call this The Chain Reaction of Attraction.® They will, in turn, attract still others to
I Don’t Care If You Agree, We’re Going Forward
The New York Times is fond of headlines and teasers which say something like this: "Schools continue to engage in X curriculum, but not everyone agrees." Or, "We have a record economy, but not everyone agrees." The point is NOT that "everyone agrees." There are
Who Are Your Friends?
Ask your buyer before the project begins, "Who are the key people we need to co-opt to support us early?" These may be hierarchical, or social, or symbolic, but try to "stack the deck" before you encounter inevitable opposition.
Precautionary Advice
A few things a client or prospect should never hear or see: • A web page that says "site under construction." • A voice mailbox that says the mailbox is full and you cannot leave a message. • A voice mailbox response giving
Little Things
My recent trip to Malta and Croatia reemphasized some customer service points. The server would ask if I wanted warm milk with my coffee. Why on earth would you put cold milk in hot coffee? The servers brought the credit card machine
Ensuring They Get Back to You
I'm asked regularly how to deal with prospects who don't return phone calls and email, especially when they have a proposal in front of them. If someone is more than two days late, there's something wrong. You don't wait weeks
Give Me an Example of That
If you're writing articles without real-world, contemporary examples to which the reader can relate, you're merely writing conceptual pieces which aren't going to persuade prospects. Think of all those awful college professors who merely read their notes and pontificated. You