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Customers Are Not Equal So Don't Promote Equally - by Larry Galler Customers are not all alike, they represent huge differences in the amount of potential business they represent. Promoting to them based on their potential can gain you a far higher return on your marketing investment. So What Do You Expect? - by Larry Galler Rather than hope you will get what you expect, clearly define them, write them down, develop an action plan to achieve them and there will be a much better chance your expectations will become a reality. Should You Fire A Customer? - by Larry Galler A small percentage of customers are just not worth the effort. They expect more than they are willing to pay for. At some point it might be in the companies best interest to send them to a competitor and let them try to make them happy. |
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