Tom CatesMar 172 minIs Retention a Sign of Loyalty?Customer retention has long been considered a key metric in determining customer loyalty. After all, if a customer keeps coming back year...
Tom CatesFeb 103 minHas Trust Changed?Trust is a fundamental aspect of any relationship, as every decision is based on trust. While the principles of trust, such as...
Tom CatesDec 30, 20223 min5 Fundamental Actions to Demonstrate Client LoyaltyIf you have been following along for the past few months, we have discussed at length the topic of loyalty. But, what does it mean to be...
Tom CatesSep 9, 20223 minLoyalty MattersIf you are in a mature industry where an unhappy customer can switch to another provider to get a similar product from another...
Tom CatesAug 19, 20223 minHow to Create Sales Equity in Your IndustryOpportunities to create sales equity vary depending on the industry and/or the sales situation. Even in B2C relationships, it's possible...
Tom CatesAug 12, 20222 minEARNING SALES EQUITY IS KEY TO PROFITABLE GROWTHOver the last couple of weeks, we have done a deep dive into product equity and brand equity. However, we have yet to further discuss the...
Tom CatesAug 5, 20224 minGROWTH OPPORTUNITY IN BRAND EQUITYTwo weeks ago, we briefly discussed brand equity. As a refresher, brand equity is defined as “the tangible and intangible value a buyer...
Tom CatesJul 29, 20222 minGROWTH OPPORTUNITY IN PRODUCT EQUITYAs a reminder from last week’s article, product equity is the tangible and intangible value a buyer receives from his perception of the...
Tom CatesJul 15, 20222 minPRODUCT, BRAND, OR SALES EQUITY -- WHAT SHOULD YOU FOCUS ON?Last week, we discussed misconceptions about growth and the two most common mistakes businesses make in regard to growth. As a small...
Tom CatesJul 30, 20214 minWHAT IS YOUR CUSTOMER RETENTION RATE? CHANCES ARE, IT CAN BE IMPROVED. So, you want to increase your company’s sales equity but you don’t know how. Let’s take a look at the typical sales process: You give...