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Old 04-15-2013, 09:32 AM   #1
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Default Customer Value - blog post

Seth Godin writes a marketing blog that I follow and always has some great stuff.

"The prospects that are the easiest to engage with online--the ones that believe big promises, simple come-ons and garish interfaces--are often the very people who will become your lowest-value customers."

"If it's easy to get a meeting or make a first sale, consider that the very ease that enabled that sale might be a sign that the long-term value of this customer is pretty low."


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Old 04-17-2013, 08:53 AM   #2
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Default Avoiding the custom bully

Avoiding the custom bully

Here's the thing: no matter how much you paid for your ticket, you never bother to even try bullying the conductor or the gate agent to get your train or plane to leave a few minutes later.

It leaves when it leaves, that's the deal.

Part of the challenge of selling custom work is that it sometimes seems that everything is up for grabs. You should stay up all night for a week. You should rearrange the orchids in order of smell, because even though it's not in the spec, hey, that would be good service, and we are paying a lot...

Promising perfect is actually not nearly as useful as promising what the rules are.

Boundaries eliminate the temptation to bully. State them early and often and don't alter them and believe it or not, the client will be happier as well. They didn't sign up to ruin your life. They signed up to get the most they could from you and your team, and the limits are the limits.

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Old 04-17-2013, 09:11 AM   #3
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I look forward to his blog every morning. Avoiding the Custom Belly is a good 1 to remember.
Always remember and never forget. If it ain't in writing it's not what you get...Aaron
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