As "doer-sellers," professional services partners are responsible for not just delivering services but also the entire business-development process. As...

This post is the last in a three-part series. Most marketers think that the best way to hold onto customers is through “engagement” — interacting as much as possible with them and building relationships. It turns out that that’s rarely true. In a study involving more than 7000 consumers, we found that companies often have […]

This post is the second in a three-part series. In his provocative book The Paradox of Choice, Barry Schwartz's warns that giving consumers more product...

They don’t want a “relationship” with you. Just help them make good choices.

This post is the first in a three-part series You’re probably familiar with the purchase funnel, invented in 1898 by the colorfully named St. Elmo Lewis: he proposed that consumers go from awareness to interest to desire to action, gradually reducing the number of options or brands they consider along the way. This has been […]

To really win their loyalty, forget the bells and whistles and just solve their problems.