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Pay attention:  The importance of tracking marketing results

Pay attention: The importance of tracking marketing results

Paying attention is important. In many ways. Identity security, for instance. Identify theft affects a staggering 7 percent of the population annually, according to the U.S. Bureau of Justice Statistics, and totals more than $25 billion annually in financial losses to the U.S. economy. Due to its emotional impact and resulting behavior changes, identity fraud can have an influence upon the overall health and economy. Many victims report a general loss of trust, and a lack of confidence in a “sy...

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Answer the door. Winning the customer inquiry exchange

Answer the door. Winning the customer inquiry exchange

Successful customer impressions begin at the front door of your business. That front door these days is often an email in-box, a Website inquiry, a cell phone call or text, a Tweet, post or comment. Or it might be someone actually at your front door! Don’t miss the opportunity to make that first impression.  #27 of Valcort’s 35 Keys to Business Growth reads: Assure that every inquiry that comes into your company receives an appreciative, supportive response and a quick solution that builds tru...

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Are your employees your best advocates?

Are your employees your best advocates?

Would you recommend that a friend seek employment at your company? This is one of the questions we include in our organizational survey of employee satisfaction and values, conducted as part of our VALCORT strategic study. It’s an important question that can provide a revealing look at an organization’s health. In terms of corporate advocacy, it's the low bar. If your employees wouldn't enthusiastically recommend your company to friends, it's a big, waving red flag. For your team, those who kno...

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Speaking the right language? The importance of customer profiling

Speaking the right language? The importance of customer profiling

An important part of great marketing is speaking the right language! America tongue language open mouth. Studio shot. If you know who you are trying to reach with your sales and marketing messages, the next step is to figure out what language they speak. No,  not if they speak English, Spanish, Chinese, Russian or French. That’s important, of course, but for the purposes of this discussion, we’ll assume you have that figured out. This principle is #25 of Valcort’s 35 Keys to Business Growth: “C...

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Secret Spy? Conducting Competitor Research

Secret Spy? Conducting Competitor Research

It’s not difficult to find the opposite of customer-centricity. I found it while traveling in eastern Europe late last year, where many businesses still—after 50 years of official communism followed by 25 years of capitalism—haven’t discovered the value and competitive advantage of good customer relations. But you don’t have to travel to former totalitarian states to experience horrendous customer service. If you’re attempting to solve a problem with your phone, insurance policy, satellite serv...

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Questions that will help your business grow

Questions that will help your business grow

Recently, we worked with a respected manufacturing company that was concerned about multiple years of flat growth in a thriving industry. They believed that their products were chosen because they were of the highest quality in the category, but they could not figure out why they weren’t growing. We worked with the company’s leaders on a thorough VALCORT strategic analysis, and as we asked questions of both internal stakeholders and customers around the world, the situation became dramatically ...

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Lift the Fog: Leadership values as the key to growth

Lift the Fog: Leadership values as the key to growth

As an employee, customer, investor, or a competitor, what is the most important thing you can learn about a company?  If you said profitability, market share, operating margin, or the direction of their industry segment, you’d be hitting on strong factors impacting the company’s financial health. But I’d suggest that what you should study mostly intently are not these metrics, but rather the values of the company’s leaders. That’s why we begin our in-depth management and marketing study of a co...

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What difference does it make? The importance of tracking customer response

What difference does it make? The importance of tracking customer response

Valcort’s 35 Keys to Business Growth:  #21 We have specific, consistent ways we collect data and track customer response to every advertising, marketing and sales effort. We use this information to measure our marketing and sales efficiency and effectiveness. For more than 10 years we have been asking executives to rate their companies’ performance in each of 35 best practices. One that is consistently troublesome to companies large and small is #21-- tracking customer response to sales and ma...

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Influencing the influencers through communication

Influencing the influencers through communication

Valcort’s 35 Keys to Business Growth: #20--“Have strong communication with people who can influence a buyer’s decision, based on addressing a buyer’s most important needs.” Think about your last major purchase.  As a business owner, it may have been a piece of equipment or a building. As a home owner or a parent, you may have just purchased a new set of patio furniture to prepare for summer, or a new bicycle for your 10-year-old. Whatever it may be, you did not make the purchase in an informati...

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Resuming the series:  Valcort’s 35 Keys to Business Growth

Resuming the series: Valcort’s 35 Keys to Business Growth

We’re resuming today our writing on Valcort’s 35 keys to business growth, which highlight our comprehensive view of the most important disciplines that companies and organizations will master if they are to consistently succeed.  To help you review the discussions to date, we’ve provided below the links to the articles on the first 19 disciplines. 1.    The Importance of a Vision Statement 2.    What People Believe Matters 3.    Listen (to the Voice of Your Customers)    4.    Why Selling...

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