Customer's Buying Process

Comfort is your real product; your character is where it comes from


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The entertainment industry tends to portray people in business as greedy, selfish jerks. I spent a number of years in that industry, and I can understand why they think that way. Most of the people in power in that particular industry really are greedy and selfish.

The single most important thing you need to focus on in 2013


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What is going to matter most to all companies in 2013? Only one thing, whether you are a MomPopoly (great new term - thunk up by Carlos Dunlap et all at Colloquy) or a Fortune 50 corporation.

Not the news, the wars, the disasters. Not the constantly shifting regulations, the “cliffs,”  or the larger trends. 

Nothing matters as much as your customers' experience, every time they interact with your product, people, or processes. 

How Customers Want to Be Treated: Debunking Common Marketing Myths - Part 4 of 4


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CEOs and entrepreneurs tend to pay very little attention to the customer’s experience, as I mentioned in a recent article about Steve Jobs. They focus on product development, managing the people, business relationships, regulations, financials, and marketing. And yet, it is the customer’s experience that causes customers to recommend a company or warn others to stay away. It is the biggest sales driver or sales deterrent associated with the company.

How Customers Want to Be Contacted: Debunking Common Marketing Myths - Part 3 of 4


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The majority of CEOs and entrepreneurs still think that yesterday’s aggressive, cold-calling, hard-sell methods are still working. The truth is, using these tactics is more likely to irritate and repel your customer than to make them want to buy from you. How do customers want to be contacted? We answer this question in Part 3 of our 4-part series debunking common marketing and selling myths.

How Customers Choose a Product or Service: Debunking Common Marketing Myths - Part 2 of 4


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Interviewing thousands of customers about their buying process has convinced me that while the buyer is attempting to buy something he wants, he is also determined to see through any deception or manipulation. Sellers are often convinced by gurus that manipulation is the right way to increase sales; it is a strategy that directly contradicts one of the buyer’s main goals: “I will not be fooled.” Here is Part 2 of a 4-part series, in which we examine how customers choose a product or service.

 

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