Will you be there when the planets of your customers' universe align?

by Dr Greg Chapman

Some people believe when the planets align, that the world will end. (While planet alignment is rare, it happens fairly regularly, so I think we can ignore that.) Others believe that the extra gravitation pull can result in earthquakes and other violent phenomena, but there is little evidence of that either, although you may see some unusually high tides.

Still others believe that the alignment of the planets can cause craziness amongst humans, although I wonder how you could tell the difference. Whatever you believe, I like to think of the alignment of the planets as a special event when a series of coincidences occur that change people's behaviours.

Compare this with the factors in the life of your customers.

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Married to the Business - For Richer or Poorer

                     by Dr Greg Chapman

Luke and Anna have their own business building homes. Luke is a registered builder, and has a high level of technical skill, but Anna is the person who manages the finances. She also knows the business is not as great as her husband tells everyone it is.

While she tries to explain to Luke the cashflow problems, he is not that interested as they always seem to be able to scrape by. Nothing gets Luke quite as excited as seeing his projects transform from the drawing board into bricks and mortar reality. He is the technician and a perfectionist. The clients love him.

Anna is always worried about the cash on hand to pay their suppliers, their employees and sub-contractors, and if there is anything left over, themselves!. She is the Manager.

Ad of the Month - Buying a Customer

by Dr Greg Chapman

Lots of businesses give a free trial of some description as an introduction to new customers, but this is usually for a non-physical product or service. It’s somewhat harder for the seller of physical products where there could be some loss involved.

This clothing retailer found a way of doing this for their target market, while at the same time getting great publicity for supporting those who really need it even before they can become a customer.