How long has it been since you did a full needs analysis with your best long-term client? You might be surprised at how much has changed. It’s easy to let that sort of thing slip. You negotiate “the annual”. You take the client to lunch once a quarter. You bring them concert tickets every now and […]
How long are the schedules you propose? You may be leaving money on the table. Most of the radio and television salespeople I encounter default to one of these: Three months Through December of this year 12 months When I ask how they arrived at the proposed length, it turns out there’s no formula. Sometimes […]
The law firm had recently cancelled its radio and television advertising. “We got great results from the campaign for a long time,” the managing partner told me. “But it hasn’t been working the last three or four months.” The personal injury firm had been advertising an “accident book” — a short book on what to […]
Are you avoiding a great source of new business? If you’re not talking to your clients’ competitors, you’re wasting a big opportunity. It’s One You May Have Created About a year ago, a Midwest optometry practice started a television and digital advertising campaign, using a creative idea my company gave them. It worked really […]
Most people don’t want to go first. Photo by Alphaspirit Dave Trott recently recounted the launch of world’s first underground railway — and the “mechanical staircase” that would bring people up and down. It was 1911 in London. Today everyone knows what an escalator is. You’ve probably ridden one in the last few […]
