Life-cycle Support – On-boarding
Once someone has decided to buy your service or give your solution a try you’ve got to step into the support system boldly and strongly with four critical paths: Messaging, interaction, low barriers to entry, and in-depth knowledge of the user. The process of how people buy and why they buy a solution has been … Continue reading Life-cycle Support – On-boarding →
Life-cycle Support – First Contact
The first contact with a user is the beginning of the lifecycle. I encourage you to think of sales and marketing as support. You are, after all, supporting someone’s decision to buy but you are helping their search for answers and solutions. Buying your solution isn’t good for anyone if it’s not the right solution … Continue reading Life-cycle Support – First Contact →
Predicting market reception; Launching new products
It can’t be done – predicting, that is. You need data and real-life conversations and truly, time and experience and risk and all the rest. You can guess, and fantasize of course – but anything remotely reliable just isn’t. No matter how many spreadsheets and models and research you do … ask yourself how much … Continue reading Predicting market reception; Launching new products →
Engagement: Clarifying an association’s focus
Every association I’ve worked with over the last 23 years has had a straightforward business model – engage members, prove your worth. Every one of them boils down to member engagement – engage members, and they’ll keep paying their membership fees. Show value in the trade or market segment and members will continue to renew. … Continue reading Engagement: Clarifying an association’s focus →