Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Accounting/3507/Worlds-BEST-Golfers-Use-Coaches-and-So-Should-You.html http://www.evancarmichael.com/Accounting/3507/Worlds-BEST-Golfers-Use-Coaches-and-So-Should-You.html The world’s best golfer, Tiger Woods, uses various coaches to continuously improve every aspect of his game. That’s right, Tiger has coaches to help him with his golf swing, short game, mental approach, and strength training. Not one coach, several coaches. http://www.evancarmichael.com/Accounting/3507/Warming-Up-Cold-Calls.html http://www.evancarmichael.com/Accounting/3507/Warming-Up-Cold-Calls.html In today’s day and age, a cold call telemarketing call is about as smooth as vinegar. To warm up your approach and improve the effectiveness, use a little honey in a warm cup of tea and it will go much farther, and be more effective. http://www.evancarmichael.com/Accounting/3507/Selling-is-Like-Dating.html http://www.evancarmichael.com/Accounting/3507/Selling-is-Like-Dating.html Selling your services is in many ways, analogous to the dating process. There are several steps in the process and if you attempt to rush the process by skipping a step or two, you will most likely face rejection. http://www.evancarmichael.com/Accounting/3507/Marketing-is-about-Differentiation.html http://www.evancarmichael.com/Accounting/3507/Marketing-is-about-Differentiation.html Without a differentiated service, your service becomes a commodity because you become subject to the market, and vulnerable to someone else with a lower price. To command a higher price for your service and maintain superior profit margins, you must differentiate your service and provide more “perceived” value. http://www.evancarmichael.com/Accounting/3507/Branding-Your-Firm-At-Every-Touchpoint.html http://www.evancarmichael.com/Accounting/3507/Branding-Your-Firm-At-Every-Touchpoint.html The most important assets of any business are intangible: it’s company name, brands, symbols, slogans, and their underlying associations like perceived quality, awareness, customer base and proprietary assets (e.g., patents, trademarks, etc.). Companies that understand this put significant energy into every detail of their brand and charge enormous premiums for the brands they create. Over time, this premium is transferable to the next owner. A little upfront planning and skillful management can deliver long lasting results.