Black-Belt Marketing

I enjoyed reading Marsha Kadanoff's article in Marketing Profs today. She talks about the mindset some marketing professionals have (OK, many marketing professionals, as well as many sales execs) that a "customer is a customer" as if each customer equals the same value - which couldn't be further from the truth. Marsha writes:

Black-belt marketing is not simply going out and bringing in customers. It also requires understanding both what kind of customers you want and, perhaps more importantly, what kind you don’t.

Read the rest of the article here.

Having a good, strong value proposition and a crystal clear idea of who your target market is will aleviate the idea that all prospects or customers are equal. I use a sliding numeric scale to help determine this with clients - whatever you use - make sure you know that different opportunities have different values for your time and energy.

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