In our last conversation, we talked about choosing an industry, or vertical specialization, as a way to find your “people like us,” but what if there’s not one industry that fits your business? One of my clients, Diane Yetter of Yetter Tax, helps people with their most difficult sales tax problems. Though we think of sales…
In our last conversation, we talked about how “people like us, do things like this.” How identifying your tribe, and then acting in ways that show you are a part of that tribe, can significantly accelerate the growth of your business. Which begs the question: who are your people like us, and how do you…
To get a premium price for your services it’s important to be positioned as the “costs more, but worth it” provider. Your prospects need to see you as substantially different from your competitors. And not just different like you “dye your hair orange” different, different in a way that makes you uniquely qualified to solve…
Remember my list of ways to make more money? The one that the most folks told me they wanted to hear more about was focusing on higher value clients (and firing your lower value clients). I can see why this idea is attractive — it’s conservative and low risk — but also has the potential…
How is Hooters different from other restaurants that serve wings? Do Hooters’ wings taste better? Do they have low prices? No? Then why do people go there for wings? Hooters built a whole business around the one thing they know their target market – twenty-something men – likes. (And, it’s really not wings, is it?)…
Small-business owners often are self-conscious about being small. We are often very conscious of the ways that we compete at a disadvantage to bigger businesses. They have the big budgets, the high-powered executives, attorneys and banks at their beck and call, they have all the advantages… Well, maybe not ALL the advantages. There are some great things about being small….