Thought Leadership Resources

#66 Frustrated reaching top executives? Sidestep, via people they trust

Do you need to reach the top levels of your target clients, if you’re to sell your services successfully?

It could be that you do large, long-term projects with budgets that can only be signed off at the highest level. Or, you’re all about helping create strategic change, and that’s a top-level decision. Maybe you’re not targeting the top level yet in your work, but you want to be.

As I’ve found out in building my own business, reaching an organization’s top tier can be frustrating.


#65 How to win clients by seeing the world through their eyes

Have you ever gone shopping for new shoes, clothing, electronics or whatever – and come across a product that is exactly right? The features you need, in the design that works best for you? That suddenly becomes a “must have” purchase for you – and the price isn’t much of a factor.

It’s not a coincidence. Manufacturers put a lot of effort into consumer research and testing – focus groups and other ways to find out what customers are looking for. Their purpose is to create a product that will appeal to the customers they want to reach.

As a businessperson, that should be your purpose too – to understand your prospective clients so well that you can design a service offering that becomes a “must have” purchase for them.

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