Sales

Commentary
11:00 am
Wed August 1, 2012

Ready, Aim, Shoot!

John Malmo

It is perplexing to see executives and business writers continue to confuse objectives with strategies. And strategies with execution. 

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Commentary
10:12 am
Wed February 22, 2012

Customers are Easier to Keep than Get

One of the hardest jobs consultants have is convincing companies to spend to keep existing customers, instead of putting everything into chasing new customers. 

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Commentary
9:20 am
Sat January 7, 2012

Too Many Conditions Can Spoil the Offer

If an offer is too good without all the conditions, it’s a lousy offer.
David Smith fotolia.com

Almost all retailers constantly are trying to think up ways to get more people into their stores. And it gets harder and harder to come up with new ploys.

But occasionally they come up with an offer so good that it scares them. So the retailer starts adding conditions to make the offer less costly to the store.

Listen to this offer from Staples: a coupon worth twenty dollars off an in-store purchase of twenty dollars or more. One day only at the Memphis store only.  

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