Should You Change Your Pricing Strategy in this Economy?

David G. Johnson Small Business Marketing Leave a Comment

One of the questions many business owners are grappling with right now has to do with pricing strategies. We frequently hear it this way: Should I lower my prices as a response to shrinking demand? Conventional wisdom in most cases says, “Yes.” But I want to challenge you to think this through carefully before indiscriminately squeezing what may be left …

Beat the Recession: Communicate Valuably!

David G. Johnson Get Strategic, Small Business Marketing 1 Comment

As salespeople and business owners, we’ve often been trained to communicate value. After all, if we don’t connect what we sell, produce and provide with the needs of our prospects and customers and do it in a way that helps them understand the return they should expect on their investment, we’re sunk! But in times like these, it’s more important …

Beat The Recession: Reward Loyal Customers

David G. Johnson Get Strategic, Small Business Marketing 2 Comments

Today I walked into a local Starbucks and was greeted by a prominently-placed offer for the new Starbucks Gold card. You probably know by now that I’m a Starbucks regular. But I’ll admit, I’ve spent a lot less time (and yes, money) in Starbucks locations in recent history. A quick scan of my unread e-mail shows that they sent me …

Easy Listening

David G. Johnson Get Strategic Leave a Comment

Yesterday, we talked about focusing on your customers. I’ll be the first to admit that without intentional effort, it’s easy to begin to drift away from listening closely to them. But in business, this can be a costly mistake – even when times are good and business is strong. In those times, missing out on subtle cues from your customers …

Who Are You Focused On?

David G. Johnson Get Strategic 3 Comments

Yesterday, we talked about listening to your customers to pay attention to the “why” behind their purchases. Today, we’re focusing more on the “who.” It probably goes without saying that another critical component in getting to know your customers and clients is that you gather as much demographic and psychographic information about them as possible. If you’re a larger company …