Ensuring Your Business Can Stand the Test of Time

March 20, 2018

Back in 1776, the Continental Congress adopted the Declaration of Independence, declaring that the thirteen American colonies regarded themselves as a new nation – the United States of America. Since then, the U.S.A. has been an experiment in governance. In fact, it is “an experiment that is not yet finished,” as noted by former President…

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Who Are Your Secondary Customers (and Do You Even Know What Those Are?)?

February 20, 2018

We often forget that the “secondary” customers are an important part of the purchase decision. While many businesses target the “decision maker” in their messaging, advertisements, and sales efforts, few acknowledge the other people involved in the purchase. During Super Bowl XLV (2011), Volkswagen promoted the 2011 Passat by highlighting how the car would interact…

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The Power of the Handwritten Thank You Note

February 13, 2017

How do you have a conversation early on with your customer about how you’re going to treat them? After you land a new customer, immediately send them a handwritten note, not only thanking them but explaining what they can expect to feel while doing business with you. Sound old-fashioned? Don’t underestimate the power of a handwritten…

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