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The Customer Wants What? How To Get Inside Their Head

May 20, 2015

Your business’s “sweet spot” helps you determine where your differentiating capabilities lie. It also helps you find which type of customers are the best fit for you.

The customer evaluation chart described in the last post is a useful tool to understand your “sweet spot”—but it can be limiting in that your perspective is the only one that gets taken into account. In this post, we’ll explain how to find out what your customers think that sets you apart—and what they value in your competitors.


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Leland Smith

About Leland Smith

Leland Smith is an executive who develops and executes strategies to drive profitable sales growth at B2B manufacturers. Over the years, he has helped manufacturing companies add new customers, new products, and new markets through product development, sales/channel management, pricing strategy, market research, and promotion. To learn more, visit www.b2bmarketingexec.com.


Community Service Boomerang

May 6, 2015

One of the ten best practices of successful, enduring family businesses is that they ‘embrace and encourage company and individual community service’. Some family businesses are role models – both in giving and receiving.


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Larry Grypp

About Larry Grypp

Larry Grypp is President of the Goering Center for Family & Private Business, part of the University of Cincinnati’s Lindner College of Business. The Goering Center is the largest family business center in the nation. Educating and nurturing family and private businesses to drive a vibrant economy in the region.


To Find Your Customers, Should You Use a Compass or a Mirror?

April 29, 2015

Earlier this month, I introduced the “3C Needs Map.” This chart helps you compare what you offer to what competitors offer and what customers want. The areas where the circles overlap reveal where your business’ “sweet spot” lies—and where, on the flip side, your competitors win out. The center of the chart shows the “table stakes,” or the minimum requirements you need to successfully sell in your market.

The 3C Needs Map allows you to see what makes you different—so that you can focus on the customers who truly want what you’re selling. The diagram also makes clear that there are some customers whose needs you meet better than others.


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Leland Smith

About Leland Smith

Leland Smith is an executive who develops and executes strategies to drive profitable sales growth at B2B manufacturers. Over the years, he has helped manufacturing companies add new customers, new products, and new markets through product development, sales/channel management, pricing strategy, market research, and promotion. To learn more, visit www.b2bmarketingexec.com.


Growing Your Sales Is As Easy As C-C-C

April 15, 2015

Legendary management consultant and author Peter Drucker once said, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Drucker is considered the founder of modern management. And although I agree with his quote, reality can be a little more complex. Yes, it is critical to understand your customer. But it’s equally important to understand the other variables that affect your sales: your own business, your competitors, and future trends in your industry.


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Leland Smith

About Leland Smith

Leland Smith is an executive who develops and executes strategies to drive profitable sales growth at B2B manufacturers. Over the years, he has helped manufacturing companies add new customers, new products, and new markets through product development, sales/channel management, pricing strategy, market research, and promotion. To learn more, visit www.b2bmarketingexec.com.


Is It Time To Change Your Marketing Strategy?

April 8, 2015

You might think your brand strategy is working, but if you take a closer look at the numbers you aren’t getting the results you need. If you can identify one or more of the following warning signs, you should draw up a new marketing plan. This might mean a simple modification or a full on rebrand. Either way, you need to take action before these avoidable red flags turn into disasters for your company. Below are five warning signs.


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Ivan Serrano

About Ivan Serrano

Ivan Serrano is a web journalist living in the Bay Area of California. He mainly focuses his work on social media, small business and finance. When he isn't planted at his desk writing something up, he'll be wandering around town practicing photography or watching his favorite sports teams with his friends.