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Marketing 101a

This begins a series on marketing.  I’ll dispense with the quotes I usually use because I couldn’t find any that I thought were appropriate for this discussion.  If you consider yourself to be a pretty savvy marketer, this may be too elementary for you, but for everyone else, please read on. Many small business people

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“Today’s decision makers are reassessing every spending and investment decision they make. They are looking for ways to reduce delay or cancel purchases and investment decisions, and they are seeking certainty that desired results will be achieved as planned.”

At a recent business meeting, one of the participants complained, “I’ve never seen so much indecision.  Our customers just won’t pull the trigger.  They get right up to the point of buying then back away, putting off the buying decision until next month or next quarter or longer.”  That drew a lot of “me too”

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“Good enough is never good enough.”

“Good enough is never good enough.”                                                 –          Jack Welch, General Electric  “When you’re better than ‘good enough,’ your price is too high.” –          Sam Bowers, business professor and lecturer  It’s hard to argue with a business legend like Jack Welch.  And he’s right.  We need to continuously tweek and refine our product or service

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“Quality is no longer a differentiator. Quality is your ticket to the dance to compete with others who also have quality.”

The same could be said of many things we offer up as differentiating us from our competitors . . . aggressive pricing, on-time delivery, outstanding customer service, great response time, to name a few.  You have to do all those things.  Customers expect those things, and without them, you can’t even get in the game. 

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“If you listen closely enough, your customers will explain your business to you.”

Your customers don’t have to do business with you.  They have many suppliers from which to choose, but they have chosen you.  Why?  What is it about the product or service you offer that brings you customers and keeps them?  You think you know why your customers have chosen to do business with you, but

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