The evidence shows that it’s more expensive to acquire a new customer than it is to keep and grow existing customers. Then of course, there’s that last piece where you want to leverage your customer based as vocal advocates or brand ambassadors. This means that the Job-to-be-Done is slightly different depending on the
Mike, I had not read this excellent article before.
It reminds me of David Maister's "Practice Development Package" which addresses the following modes: (A) Attracting new clients, (B) Marketing to existing clients -- and then suggests specific actions: (1) Listening to clients, (2) Broadcasting, (3) Courting, (4) Superpleasing, (5) Nurturing.
Mike, I had not read this excellent article before.
It reminds me of David Maister's "Practice Development Package" which addresses the following modes: (A) Attracting new clients, (B) Marketing to existing clients -- and then suggests specific actions: (1) Listening to clients, (2) Broadcasting, (3) Courting, (4) Superpleasing, (5) Nurturing.
I'm working on a new one. I've been busy
Thanks for the compliment. Yes, every once in a while, I feel I need to push these out again. I have to re-read them myself as well!