Feb 06

Focus Your Marketing on Your Ideal Customer

By John Aberle | Business Lifestyle , Business Systems , Relationship Selling , Sales and Marketing

Everybody today is under pressure to perform, to do more with fewer people. So how do you get more sales with the time, effort and money available? The key today, and always, is to focus on your ideal customer’s profile.

Everything builds from there out. No matter how good your product, your ideal niche market is something less than the entire world poplulation. So look at your best customers to help determine where your niche really is right now. One rule of thumb is that 20% of your customers account for 80% of you sales.

Your marketing campaign flows from your ideal customer description to your unique selling proposition to your benefit statements and finally to creating your marketing campaign.

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Feb 03

Customer Service Lessons Learned from Installing Plugins

By John Aberle | Business Lifestyle , Business Systems , Relationship Selling

Discovering the reason for frustrating experiences with plugins to my WordPress blog reminded me of the blindness we all have about things we know so well we forget to mention a step the new person must take. These simple oversights lead to customer frustration, a bad customer experience. What customer service steps can you take to fix an irritation customers have so that their experiences with you create positive word-of-mouth stories?

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Jan 26

Ethical Dilemmas – When Billing Becomes Theft

By John Aberle | Business Lifestyle , Business Management , Business Systems , Relationship Selling , Sales and Marketing

Greed and a lack of an internal moral compass produced our current economic meltdown – incredible numbers of people so focused on making astronomical profits that ethics went right out the window. Corporate executives have a fiduciary responsibility to their stockholders and investors that they completely ignored. Now, the American taxpayers are bailing out an industry that had our funds in trust.

The interesting thing is that it’s easy to point fingers at the people in the news to complain about how they committed theft and ignore our own ethical shortcuts. This past week I got some insight into how difficult it is to set our own ethical limit.

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Jan 15

To Find Your Place in the Market, Innovate

By John Aberle | Business Lifestyle , Business Management , Business Systems , Relationship Selling , Sales and Marketing

Yesterday, when I was looking for a way to explain to my client what I meant about solving a need that customers have, my wife’s frustration with passenger seatbelts dawned on me. Why is it that the driver’s seatbelt gives freedom of movement whereas the passenger seatbelts are restrictive, confining, and uncomfortable? It’s no wonder we need laws to make people wear them. This is an example of finding a need to something that isn’t working well.

Alex Mandossian in one of his podcasts made the point well that the money is made by innovators, not the inventors. Innovators take an existing concept and tweak it so that the public will want it more than the original. I think a good example of this is Starbucks. They certainly did not invent the idea of coffee shops.

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Jan 10

Sales Training from TD Ameritrade’s Commercial

By John Aberle | Business Lifestyle , Business Systems , Relationship Selling , Sales and Marketing

It’s interesting when you decide to make a point that you expect to annoy some people in sales then you see a commercial that actually reinforces your position. TD Ameritrade’s commercial during Numbers tonight caught my attention.

In contrast to their competitors’ stock brokers, TD Ameritrade’s people “Listen first.” Moreover, they “Talk, not talk down.” I couldn’t write fast enough to get all of the rest, but he made the point about guiding you.

These are the points that I stress with my clients, my readers, and my listeners.

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Jan 04

Do You Have the Sales Passion to Become Outstanding?

By John Aberle | Business Lifestyle , Business Systems , Relationship Selling

1/04/09 – In the chapter on “The 10,000-Hour Rule,” in his book, Outliers: The Story of Success, Gladwell makes the point that it takes 10,000 hours of practice to achieve world-class performance, whether it’s with the violin, the piano, or programming – provided, of course, that you even have the basic aptitude to excel at that activity. To become a master salesperson, likewise, takes persistent practice. It takes passion to discipline yourself to pursue the knowledge and skills needed to get in 10,000 hours of persistent practice.

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