Jose Palomino

From the monthly archives:

February 2010

I3 value proposition means not just clever words spinning a tale, but meaningful words describing a true-truth about your product or service. In increasingly crowded, hyper competitive, and fast-moving markets, you have to think in terms of how your target customer will process your offering in a sea of similar (or similar enough) offerings. Your consumer is probably not as much a student of your market as you are (or should be).

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Knowing who is your ideal target customer focuses all your energies on higher probability prospects and also has the added benefit of optimizing your messaging to that audience.

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Your understanding of your target customer will influence your marketing and the direct sales communication you have with them and the way you interact and serve them.

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Access challenges run both ways: smaller companies face challenges selling to bigger ones, but oftentimes, bigger players can’t get small enough to sell to smaller companies or individual buyers.

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Experience with a customer allows you to move quickly and with stronger results – because you really do “get it”. What type of company do we have experience working with? Do you have a history of serving the customer category or type that you’re targeting? For example, networking equipment giant, Cisco, decided to sell their products to smaller businesses. They were used to dealing with some of the world’s largest businesses, with limited history of selling to the new target audience.

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Determine who your real and best customer is, because they are not necessarily the same thing.

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