From the category archives:
Have you ever thought about which customers you shouldn’t deal with? Which ones are you selling to now, that you might actually be better off not selling to at all? The surprising thing is, you may be putting a lot of energy into selling to more of those customers than you know.
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Aligned prospects are those potential customers that you haven’t dealt with much – but who could become customers. If you’ve identified key attributes of your historic customers, you could actually start looking for other groups of prospects who share those attributes
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The first step in defining ideal customer is having a firm understanding of your historic customer– no time travel required. I simply mean the customer you’ve done business with until now.
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If you don’t know where you’re going, it doesn’t much matter which direction you take the organization. Objectives are necessary in order to have a clear and clean cut view of where the organization is going.
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As you formulate and refine your value proposition, the best thing you can do for it is to simplify. There are few practical steps will help you get to the “pearl of great price” of your offering, and really let it shine.
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We tend to think of “mission” in the singular. “Your mission, should you choose to accept it…” and such. As a marketer, however, your mission is two-fold – you have both the corporate mission, and your product’s mission to consider.
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“Innovation as a goal is overrated.” To be new, or to be flashy, just for the sake of being new and flashy is not, in itself, of benefit to the customer.
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Jose Palomino is President of Value Prop Interactive and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy, and technical acumen to deliver insights, leadership, and results.
In his book, workshops, and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
