Marketing Articles


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"Facts" Get in the Way of Winning Customers, Market Share
  By: Andy Marken
As they view the battles of the marketplace through the wrong end of the telescope, company management emphatically states that they know what customers want and need. These are the people who proclaim that they have the pulse beat of the marketplace despite the fact that they haven't been on a customer sales or follow-up call for six months.

At Your Service
   The Ten Commandments of Great Customer Service!
  By: Susan Friedmann
Customer service is an integral part of our job and should not be seen as an extension of it. A company's most vital asset is its customers. Without them, we would not and could not exist in business. When you satisfy our customers, they not only help us grow by continuing to do business with you, but recommend you to friends and associates.

Creating Loyal Customers
  By: Kevin Nunley
To create loyal customers, you don't necessarily have to work harder. You do need to work "smarter."

Customer Service E-mail
   Content Worth Keeping an Eye On
  By: M.L. Hartman
Every day, massive quantities of poorly written e-mail are distributed to existing customers, with some of those messages doing more harm than good. And thatís not a good thing if customer retention and greater profitability are what youíre after.

Customer Service Opportunity Missed
  By: Lydia Ramsey

Learn how an international airline missed a simple opportunity to salvage a miserable trip so that you  and your staff won't make the same mistakes with your customers.

Find Out How Customers Feel About You
  By: Ron Sathoff and Kevin Nunley
Most of us run our businesses by gut feeling more than we like to admit. We can tell a product or service is popular from the sales figures, but we have to go on intuition to tell you why it is selling well.

Find Out What Your Customers Want and Expect -- Before Your Competitors Do
  By: Patricia Fripp, CSP, CPAE
Why should you try so hard to find out what your customers really want? Because your best customers are also the hottest prospects for your competitors.

Got Referrals?
  By: Gary Lockwood
What would your business be like if your current customers were enthusiastically rounding up prospective customers for you? You can achieve your professional goals faster and easier through effectively targeting referrals. Like most worthwhile endeavors, getting recommendations requires planning and preparation. This article shows you how to get more and better referrals.

Have to Stop Selling
  By: Andy Marken
Many successful firms in the industry have reached a critical point. They think that since they've conquered one market, they can grow by simply selling into a new niche or marketing a totally new product. They suddenly lose sight of the fact that it is the customer that controls the destiny of the company.

How To Deal With Customer Disputes Without Losing Customers Or Giving Away The Store
  By: Lisa Lake
Although most business owners say the customer is always right, they each have their own list of clauses to protect themselves-- as well they should. If a customer requires something unreasonable from you, you have the right to refuse them, even if your refusal sparks their antagonism.

Membership Marketing
   Turning Occasional Buyers Into Loyal Customers
  By: David Frey
Membership programs help to properly allocated company resources, increase customer loyalty, provide predictable revenue streams, sells more products and services, generates higher revenue per customer, and improve referrals. Every business has products and services they can package into a membership program.

Profit Power of Customer Intimacy
   Top Line Revenue and Earnings Growth
  By: Gerard A. Abraham
Ways and means are being devised to acknowledge the importance of customer satisfaction. However, a much-less-publicized yet fundamental lever is “customer intimacy.”  Customer intimacy is the formal or informal set of relationships which  impacts revenue growth and earnings per share, by creating long-term sustainable competitive advantage.

Put on a Happy Face: Confidence is the Key!
  By: Alvin Apple
As a businessperson, it's hard not to get discouraged in difficult times. However, we need to do exactly that if we want to keep our businesses thriving.

Seeing From Your Customer's Point of View
   Six Ways to Increase Sales
  By: Kevin Nunley
The better you can describe your best customers, the more products and services you can sell.

Stop Begging for Referrals!
  By: David Frey and Copyright 2005 David Frey
People don't get even a tiny amount of the referrals they could be getting simply because the whole "asking" process is flawed.

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