27 May, 2010
Flip the Funnel by Joseph Jaffe
The traditional marketing funnel had its issues in the past, but revisiting it again, Joseph articulates how the whole thing seems ridiculous these days. We spend a lot of money marketing to new customers. Wouldn’t it be wiser to focus on your existing base, and find ways to energize them? Not only will they return, but some will spread the word for you.
I talk with Joe about the funnel, customer service, and whether you segment levels of service, or treat everyone the same.
More about the book at FlipTheFunnelNow.com. Not to mention jaffejuice.com, which I’m sure you already know about.
17 May, 2010
The 1% Windfall by Rafi Mohammed
If we aren’t careful, pricing can be like a pendulum with large across-the-board increases or discounts. There’s a line for every customer, and getting the right amount of profit for each is the thesis of this book. The beauty of this is, increased profits for your company may not be from the endless pursuit to cut costs or restructuring. Rafi lays out 50 different ways you can increase your profits a little at a time. Now 1% may not sound intriguing, but consider this: if Wal-mart increased it’s profit by 1%, it would mean billions more in profit.
I talk with Rafi about how this works, bringing dormant customers back into the fold, and how to compensate salespeople.
More about the book at PricingForProfit.com.
