Kristin Zhivago

How Customers Want to Be Contacted: Debunking Common Marketing Myths – Part 3 of...

Comments (1)Share: The majority of CEOs and entrepreneurs still think that yesterday's aggressive, cold-calling, hard-sell methods are still working. The truth is, using these tactics is more likely to irritate and repel your customer than to make them want to buy from you. How do...

How Customers Choose a Product or Service: Debunking Common Marketing Myths – Part 2...

Interviewing thousands of customers about their buying process has convinced me that while the buyer is attempting to buy something he wants, he is also determined to see through any deception or manipulation. Sellers are often convinced by gurus that manipulation is the right...

How Customers Decide to Buy: Debunking Common Marketing Myths – Part 1 of 4

Comments (0)Share: Sales and marketing gurus assiduously spread the self-serving myths that you can manipulate a customer into buying; that you can create the need; that it's all about "persuasion" and "conversion." CEOs and entrepreneurs can be fooled by these myths, to their great detriment....

Your very own demographic: The power of “Quirks in Common”

"What I do is call my client's customers . . . " I said, in a dinner conversation with a marketer, at a conference. "And they all say something different," he interrupted, proudly, and laughing, because this was his own favorite rationale for not calling...

Why you’re not Steve Jobs: He was the ultimate Customer Experience perfectionist

One scene, described in Isaacson's book Steve Jobs, sums it up perfectly: "As usual Jobs focused on making the product as simple as possible for the user, and this was the key to its success. Mike Evangelist, who worked at Apple on software design,...

Content Management Company CEO Calls 100 Customers. Learns What Customers Want. Gives It to...

Frank Dale is the CEO of Compendium, a fast-growing content management company. Just before he became CEO, he did something all CEOs should do: He interviewed customers. But he didn't just interview a few; he interviewed 100. In my mind, this puts Frank in...

Customer-Centricity: Going “Back to the Brand” Is NOT the Answer

As the blogosphere obsesses over customer centricity, there's a contrarian school of thought that goes something like this: "It's impossible for a company to be customer-centric, because customers have too many individual demands, and all those demands cannot possibly be satisfied." One writer suggested...

RU a Protector or Predator? Your customers know for sure

Before you read this, check out this heart-warming video, which shows an amazing French horse trainer, Francois Pignon. Listen as he explains to Martin Clunes that horses are constantly "scanning" human beings to see if those human beings are predators or protectors.    Our customers do...

What does your “social footprint” say about you?

Before someone decides to hire you or buy something from you, one of the criteria they use to evaluate you is your social footprint. They consider three things: Volume, quality, and credibility. Volume: How many followers you have How many social channels you participate in…

Are your customers using social media to warn others to stay away?

I needed new software for my smartphone, so I could conduct customer interviews and record them when I'm not sitting at my computer and using my Skype recording setup. I had several non-negotiable requirements. No distracting beeps while recording (I do always tell customers...

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