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'So What?' Marketing
The simple fact is that marketing is not about you and your technology or business. It's about your customers and how your company or solution can help them be successful in their business. Asking the 'So What?" question from your customers' perspectives - then using those advantages as the platform for your marketing messages can make the difference between grabbing audience attention and keeping it, or losing them before you ever get a chance to communicate.

Other risk approach Related Articles

People and Risk
A risky business … Business is risky; the less static the more risk, thus the more successful the business the more risk in must embrace and benefit from. In this article, Lisette Howlett shares her thoughts and experiences in the area of risk and people. Without people you have less risk; but you also have no business. Risk is unavoidable but not insurmountable. Indeed taking your people risk seriously will improve your business; the successful management of risk has a positive impact on business success.

MANAGING RISK
A risk management approach should continuously monitor risk through activities such as identifying, analyzing, mitigation planning, tracking, and controlling risks. Additionally, risk management programs balance the cost of risk occurrences with the cost of mitigation activities by prioritizing risks and the activities to mitigate risks.

The Importance of Risk Management for Business Owners
The most successful business owners have an innate understanding of risk and how to manage it. This article evaluates four different businesses in the context of risk to draw lessons about effective risk management.
Entrepreneurship Part 1
The entrepreneur is the key person to the successful development of any business. He/she is the person who perceives the market opportunity and then has the motivation, drive and ability to mobilise him/herself to meet the requirements. Innovative skills – Not an “inventor” in the traditional sense but one who is able to carve out a new niche in the market place, often invisible to others.Professional risk-taker. To succeed means taking measured risks. Often the successful entrepreneur exhibits a step-by-step approach to risk-taking, at each stage exposing him/herself to only a limited, measured amount of personal risk and moving from one stage to the next.
Fail Your Way to Success
The selling profession is not generally considered a high-risk profession, yet salespeople face big risks every time they speak to customers and prospects. What do they risk? They risk uncovering the truth. They risk finding out their best customer has just changed the rules of doing business. They risk discovering the prospect with whom they have invested so much time doesn't really qualify as a prospect at all.

4 valuable life skills that make for success in sales and any other role
There are many things written and said about effective sales people, effective leaders, successful entrepreneurs, great teams and so on. Many descriptions are in circulation. There is an overabundance of experts recommending this approach one day and that approach the next. Those of us who want to be effective and successful often follow the advice of those experts however we are at risk of turning ourselves inside out and losing sight of what we are really here to do if we keep trying to bend to the winds and whims of the latest management trends, fads, findings, research, etc.
The Irony of “Risk” in the Markets
Right now in the markets, there are essentially 2 trades: risk-taking and risk-averting. The risk-taking trade can be summarized as US dollar and Japanese yen down, bonds down, everything else up. Risk-averting is just the opposite. Oh sure, you get the occasional stock that goes down because of blatant corporate mismanagement, but overall stocks will go up if the dollar declines.
Risk Assessment & Analysis Techniques
Risk assessment is an area of concern for all senior executives, but many mid-sized enterprises do not have the skills, processes, or tools to effectively mitigate risks. Instead of reactively ‘fire-fighting’ and dealing with issues as they arise, consider adding simple risk assessment & analysis exercises to your project planning process. Download & customize Demand Metric’s Risk Assessment Tool, Risk Mitigation Checklist, and Risk Analysis (Fishbone) Tool, and add to your skills arsenal.
How to Make a Decision That Sticks Rather Than Gets You Stuck
One of the most frustrating experiences we can all face is how to make effective decisions especially when you feel there is a lot of risk at stake. You wonder how much risk you should take on without putting yourself out on a limb or how much risk you share without looking like you are trying to pass accountability or be too cautious.

Know your magic numbers
The number of calls you make per sale depends on the level of buy-in your customer has. The risk associated with what you are selling. And the approach you apply for each conversation. Salespeople that go for the jugular on every call may get the odd quick win here and there, but more often than not a measured approach is more effective.

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