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How to do a SWOT analysis

I’m not a fan of corporate jargon, but SWOT is an important one that’s useful for businesses of all sizes. What is it?  When you’re doing a SWOT analysis, you’re brainstorming about Strengths, Weaknesses, Opportunities & Threats in a particular business scenario. You can use SWOT to analyze Your competition Your distribution strategy Your marketing strategy An individual deal with a [...]

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How to compare prices

Ugh, how I hate to compare quotes!  I was just helping a friend evaluate contractors and we weren’t just comparing apples to apples — it was like comparing an apple to a lychee fruit.  It was insane. But after I gave him a marketing tool from our product that stores the price portion of the quotes, [...]

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How to handle sticker shock

You know this prospect is a hot one.  You’ve established the need, presented your value proposition, and she wants your product or service. And then BOOM, she’s gone like a cat up a tree. What happened?  Sticker shock. Like coaxing a cat, overcoming sticker shock requires finesse.  You’re going to have to be convincing so [...]

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How to get past a gatekeeper

Whether you’re cold-calling a prospect or trying to pitch a high-level marketing partnership, you’ll likely run into a roadblock early on. The gatekeeper. Now I have no trouble dealing with gatekeepers, but I’ve been doing this for 20 years.  It takes practice and confidence.  But if you or your team can’t get to the decisionmaker, [...]

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