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Decision Time
by Mike Wagner
 The most important decision a business leader can make is seldom made. Oh, it is often discussed - and avoided. Employees wonder and might even ask about it but, if they do get an answer, it usually varies from person to person.
The decision organizations avoid and most leaders guess at: Who is our customer?
Failure to make this decision threatens the future of your... Read complete article >
Leadership Challenge:
Are your leaders truly in alignment?
Don't get caught in the assumption trap - the one where you assume your leaders are in agreement with the direction of the organization. It is human nature to believe your personal view is shared by others, but this is often not the case.
Before your next leadership meeting, ask your leaders to answer the following questions without sharing their answers:
- Which customers are most profitable for us?
- Which customers are we the best at providing services and products?
- Which customers are we best at reaching through sales and marketing?
Ask each leader to report their answers at the meeting and if they vary from one to another it's time to reset the direction of the organization. In fact, it is imperative leaders meet on a quarterly basis to discuss changes in the marketplace, make adjustments to the company vision, and recommit to achieving that vision.
Insist your leadership team align around these three questions and your organization will move forward.
Ask the Rabbit
Q: You are always saying "Everyone is not your customer" and that we should determine our Sweet-Spot Customer. We are a small company and we can't afford to turn away any customers. Your advice?
A:Selecting a Sweet-Spot Customer is about focusing your limited sales and marketing resources, not about turning away business.
Agreeing on a Sweet-Spot Customer frees you from chasing anyone and everyone on the hope of making a sale. Determining the type of customer with whom you enjoy doing business, who values you, will refer you, and will move your organization forward tells you many
things. Things like to whom your sales force should be talking, where to advertise, what trade shows to attend, how to craft sales presentations, etc. - and that's only in the sales and marketing area.
Focusing resources on your Sweet-Spot Customer produces the highest return on your investment because you are talking to the right customer in the right way. As your success grows with these preferred customers, word will spread and others will seek you out. They might not exactly fit into your Sweet-Spot Customer description, but gratefully accept that business as as bonus! |
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We'd like to hear from you.
Let us know what business topics you would like us to explore in these monthly, online presentations.
Visioning, strategic planning, leadership, decision making, empowerment, accountability etc. We want to deliver sessions you want to hear and will help move your organization forward.
Drop us a message >
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4/6: Accumold
4/12: Saxton, Inc.
4/13: Employee & Family Resources
4/13: ABI Advisory Council
4/13: Young Professionals Connection
4/20: Windsor Heights Chamber
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Why Apple is Still Generating Buzz
by Scott Kirsner
 This recent article from The Boston Globe takes a looks at one of the world's most successful companies, Apple, and their latest product, the iPad.
How does Apple continue to stay on top and consistently hit home runs with each new product release?
Kirsner quotes, "Apple knows who it makes product for - and it has never strayed from focusing on that audience."
Find out more about this company who relentlessly focuses on its Sweet-Spot Customer.
Find out more >
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