All strategies such as improving quality, enhancing service, lowering operating cost, changing distribution channels, altering the go to market approach, raising productivity through technology, discounting prices and so on depend on customer value. Why do strategies that are successful for some firms turn into abysmal failures for others? Why don’t some of the success principles […]
Articles about all aspects of marketing and marketing strategy.
Hidden customer value exists inside every customer and company selling to those customers that could increase sales and improve profit margins Customer value is the sum total of everything a customer knows about what you offer for sale and how it compares to the competition. Inside every prospect and customer exists stealth value… value that […]
Don Shapiro started his management career with Lawry’s Restaurants famous for Lawry’s The Prime Rib. In his speeches and workshops, he shares a story about how Lawry’s found a way to turn a cup of coffee served at the end of the dinner into a merchandising and marketing phenomena that helped spread word of mouth […]
Every company seems to measure its growth success by whether it can increase sales. Yet even companies that show double digit sales growth may not be performing well. There is a much better measure of how successful a firm is at growing its revenue than its own increase in sales. Revenue Detective Don Shapiro talks […]
Revenue Detective Don Shapiro of First Concepts Consultants talks about the increasing margin and price pressure many companies face today and the need to find more hidden value that could help close the sale at a profitable price. One of the best ways to increase sales is by raising the customer’s perceptions of value […]
Thirty Years of Sales Research Shows Why People Buy and How Salespeople Can Get More to Say Yes More Often At Profitable Prices The average experienced and trained salesperson could close more sales. They don’t go as far as they could in uncovering their prospects’ needs, raising how high the prospect ranks the importance of […]
How 35 years of research about why people buy and how they figure out value can improve sales performance even for highly trained salespeople This article shares discoveries to improve selling effectiveness based on 35 years of studying salespeople and buyers about how people think out a decision to buy and figure out value. These […]