You have a budget, longer-term business goals and a set of financial targets to hit.
To drive growth, SMEs need to make sure they deeply understand the critical things about their products or services that compel their target customers to get in touch. The customer proposition may have changed in recent years, its foundation built on identifying:
- the benefits delivered by your business (not what it does)
- the customer personas for whom you solve problems, remove pain, or help get to their goals faster
- where you stand versus your competitors and potential competitors
If you’re a CEO and you haven’t asked your existing customers careful questions about how your company’s been performing recently, you’re missing key insight. In all things – it’s not just what you do but how you do it.
One thing
Start with big impact, relatively easy-to-implement activity for immediate uplift and to build confidence inside the business. Do first things first, one thing at a time. Measure their contribution, ensure consistency and capability. Do each well before moving on.