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According to Wikipedia, “a target market is a group of customers within the serviceable, available market that a business has decided to aim its marketing efforts towards. A well-defined target market is the first element of a marketing strategy.” In recent years, with the development of more sophisticated CRMs and digital marketing platforms and tools,…

There are certain phrases that I have seen commonly used by car dealers and other businesses, which is a great example of a dangerous assumption. It’s usually some version of “Experience the Difference”. There are several aspects of this that, in my opinion, are dangerous and lack focus. Here are just a few of the…

If you accept the premise that the questions a salesperson or vendor asks a prospect indicates the focus of their business and their commitment to helping their clients then the worst question you could ask is: “What’s your budget?” Here is a partial list of the terrible things that question says about you and your…

What is the end goal? Before marketers undertake a new marketing initiative they have to have the willingness or, in some cases, the courage to ask the client – “Why?” Over my career I have sat in meetings with clients who will state that they want to do this or they want to do that…