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Peril of lowering bar on client quality
Published on 2011-03-17 09:24:36
IN AN economic downturn, the health of one’s client roster can become something of an obsession, acting as it does as a barometer for the overall health of the company.With existing clients and potential clients alike tightening their belts, the da > read more
Differentiation… with a difference
Published on 2011-02-08 13:01:35
The Chartered Institute of Marketing (CIM) is the world’s largest organization for professional marketers. Its white paper, ‘Keep calm and carry on Marketing’, is the definitive guide to marketing in a recession. We continue a series of article > read more
Design clients: Avoiding bad clients
Published on 2010-10-04 07:52:13
“IF A CLIENT hasn't bothered to research several consultancies before they chose a shortlist, if they are worried only about price versus quality, if they want a response instantly, if they need to have their hand held throughout the initial proces > read more
Design clients: Low-grade clients
Published on 2010-10-04 07:52:13
“IF A CLIENT hasn't bothered to research several consultancies before they chose a shortlist, if they are worried only about price versus quality, if they want a response instantly, if they need to have their hand held throughout the initial proces > read more
Design Clients: Getting noticed
Published on 2010-09-16 13:44:57
“CLIENTS switch off if you are showing them five or six projects that you’ve done in the past. They think ‘So what?’ What we’ve found is if you can create a presentation around the needs of a particular business then that’s a lot better. > read more
Pricing strategies in marketing
Published on 2010-07-22 15:25:13
In this second post probing the importance of pricing in purchasing behaviour, we examine the role price structure plays in establishing a market advantage. By Sean Ashcroft In his report called How To Stop Customers From Fixating on Price, co-aut > read more
Pricing strategies in marketing
Published on 2010-07-22 15:25:13
In this second post probing the importance of pricing in purchasing behaviour, we examine the role price structure plays in establishing a market advantage. By Sean Ashcroft In his report called How To Stop Customers From Fixating on Price, co-aut > read more
Product pricing as a marketing strategy
Published on 2010-07-21 07:39:42
In the first of two posts examining the importance of pricing in purchasing behaviour, we look at why customers and clients get so hung up on price. By Sean Ashcroft FACED with an abundance of options for products and services, it can seem custome > read more
Product pricing as a marketing strategy
Published on 2010-07-21 07:39:42
In the first of two posts examining the importance of pricing in purchasing behaviour, we look at why customers and clients get so hung up on price. By Sean Ashcroft FACED with an abundance of options for products and services, it can seem custome > read more
Customer segmentation: prospects crucial, too
Published on 2010-07-14 07:09:35
By Sean Ashcroft WHEN discussing segmenting a target audience, many people do not see beyond existing customers. Yet what about the segmentation of prospective customers and clients? This is important, too.When seeking new business it’s crucial t > read more
Customer segmentation: prospects crucial, too
Published on 2010-07-14 07:09:35
By Sean Ashcroft WHEN discussing segmenting a target audience, many people do not see beyond existing customers. Yet what about the segmentation of prospective customers and clients? This is important, too.When seeking new business it’s crucial t > read more
Customer segmentation: a checklist
Published on 2010-07-13 07:02:00
By Sean Ashcroft NO TWO customers or clients are the same, which is why a templated approach to business can never work – any more than a one-size-fits-all strategy would work in one’s dealings with family, friends and colleagues. To become mor > read more
Customer segmentation: a checklist
Published on 2010-07-13 07:02:00
By Sean Ashcroft NO TWO customers or clients are the same, which is why a templated approach to business can never work – any more than a one-size-fits-all strategy would work in one’s dealings with family, friends and colleagues. To become mor > read more
Competitive Strategy - a book review
Published on 2010-07-08 14:24:35
MICHAEL E Porter’s Competitive Strategy: Techniques for Analyzing Industries and Competitors simplifies the complexities of commercial competition, furnishing businesses of all sizes and disciplines with a methodology for optimizing competitive adv > read more
Competitive Strategy - a book review
Published on 2010-07-08 14:24:35
MICHAEL E Porter’s Competitive Strategy: Techniques for Analyzing Industries and Competitors simplifies the complexities of commercial competition, furnishing businesses of all sizes and disciplines with a methodology for optimizing competitive adv > read more
Small business competitive advantage: the basics
Published on 2010-07-01 05:46:04
By Sean Ashcroft ALL businesses face competition, no matter how small the niche. Even the only restaurant in a small town has to compete obliquely, with cinemas, bars and other leisure-time outlets where potential diners may chose to spend their > read more
Small business competitive advantage: the basics
Published on 2010-07-01 05:46:04
By Sean Ashcroft ALL businesses face competition, no matter how small the niche. Even the only restaurant in a small town has to compete obliquely, with cinemas, bars and other leisure-time outlets where potential diners may chose to spend their > read more
Attracting new customers –- narrow the focus
Published on 2010-06-15 10:20:19
By Sean Ashcroft JOHN Jantsch of Duct Tape Marketing runs through a number of effective methods for small business owners to narrow their focus on the ideal customer profile for their company. His advice includes:-- Make a study of what constitutes > read more
Presentation Mistakes - the 8 cardinal sins
Published on 2010-06-07 14:12:29
This is the first of a series of posts probing problems and strategies surrounding effective business presentation skills. Part 1: Common presentation problems. By Sean Ashcroft COMMUNICATION is the oil that lubricates business – but a recent stu > read more
SME-development-strategies -- a 4-step plan
Published on 2010-05-21 10:39:27
TO BE successful in developing a business, there are four things that cannot be ignored. The following should be undertaken in numerical order.SME development strategy 1. Quiz your clients What do your clients want more of? What do they want less > read more
Getting referrals - the art of planting seeds
Published on 2010-05-13 14:34:18
ALL businesses would like to think their most powerful marketing tool is the quality of their services or products -- but sometimes even happy clients and customers need a gentle prod to encourage them to happily evangelize your business. This is the > read more