Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Your Company Is in a Relationship, And It’s Complicated
The customers won with a single flashy pick-up line often don’t stay long.
What is the Most Direct Cause of Customer Loyalty?
Don't settle for mere Transactional Loyalty on price, ease, and quality. You need Relational Loyalty to get rich.
Love Letter to the Forgotten: Intimacy of Analog
We miss the vinyl era because music back then was relational, not transactional. So what can we learn?
Avoid This Mistake To Convert Deal Hunters into Loyal Customers
How to attract word-of-mouth referrals and repeat customers.
The Push-Pull Method of High-Performance Lead Generation
When your brand design language mismatches your business model, you run into trouble.
Surviving Vs. Thriving: Buyers And Their Hierarchy Of Needs
Surviving (vs. Thriving) buyers are naturally more “transactional.” Their goal is to find the lowest price overall.
Relational and Transactional Ads: The Perfect Combination
Do you want a quick sale or do you prefer building a solid customer base you can retarget for future transactions?
Sales Promotions are Like Fertilizer (Helpful & Dangerous)
Use too much fertilizer and your business will smell like manure.
Value Proposition: Stand Out From The Competition
The only way you can have a clear message is if you speak the same language as your customers.
HOPE gets crushed when Despair uses a megaphone
The only advertising that gets customers immediately is through discounts. I’ve seen this picture before, and I don’t like the ending.
Survival Mode And Buyer Archetypes
The answer is to get better at identifying and closing more sales of both Transactional Shoppers and Relational Buyers.
Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Higher Margins & Elevated Messaging
Sell to people who see you as their first and best choice, and your premium pricing will be gladly accepted as “reassuringly expensive.”