Heart Of Wisconsin Chamber of Commerce

Marketers everywhere insist that successful businesses should become more transparent with their audience. After all, people want to do business with those they know, like, and trust. And what better way to accomplish that than by showing your potential customers or clients who you are?  But transparency encompasses more than just your brand. There are times in your company history when you might have to become transparent with something uncomfortable or something you want to change. But just how far do you go? What Is Transparency? Transparency, when done well, is a cultural shift to become more open with customers, clients, and employees. Think of the movie Charlie and the Chocolate Factory. The golden ticket allowed one child and a guest to go on a tour of the mysterious factory. What wondrous things they discovered (and a little mayhem, but that’s a topic for another post). When transparency is done well, you can create that same interest in your company. In 20...

One of the most common mistakes businesses make is wanting to be all things to all customers. Just as in life and friendships, you will never be  everyone’s  “cup of tea.”  That’s okay. It’s more than okay.  Understanding this and attracting your ideal customer is the one way to build loyalty among your clients and provide them with the services and products they need. In personalizing your sales approach you will gain more, not less. Here’s how you can go about doing that: 1.      Decide who your ideal customer is.  There is a group (or maybe several groups) that you can help better than any other business. Who are they? Identify them, flesh out details about their demographics including: ○       How old are they? ○       How much money do they make? Do they have disposable income or are they living check to check? ○       What do they do fo...