Understanding the Real Reason Customers Choose You You’ve been told to perfect your Unique Selling Proposition (USP). But the brutal truth is: your USP isn’t why customers buy from you. They don’t care how you’re different. They care about the difference you make in their lives. This shift—from pushing your selling point to understanding their […]
Why Your USP Fails and How UBP Wins Read More »
Most business owners think they know who their ideal customer is. But what if your biggest growth opportunity is hiding in plain sight? That’s what happened to a local HVAC business based just outside of Raleigh.They were doing okay—some months were strong, others underwhelming.And no matter how much money they threw into marketing, the results
How a Simple Geographic Insight Doubled HVAC Sales Read More »
Most small business owners believe their competitive edge is customer service. It’s heartfelt, genuine—and almost entirely ineffective as a differentiator. Why? Because when everyone claims great service, the claim becomes meaningless. In reality, clients don’t choose you because you’re nice or helpful. They choose you because, in a specific moment of need, you’re perceived as
Why “Great Customer Service” Doesn’t Win New Clients—And What Actually Does Read More »
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Most business leaders need to update their business plan. Perhaps you do, too!
Markets are changing. You’ve new competitors and new opportunities for business acceleration.
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