Étienne Garbugli

Entrepreneur & Lean B2B Author

Be exclusive

By Étienne Garbugli | November 25, 2010 | 1 Comment

When you run a business, cold calls come from anywhere. Developers, copywriters and outsourcing companies all want to be your friends.

If I didn’t receive 50 cold calls last year, I didn’t receive any. 49 failed, 1 succeeded. Why?

A: I felt I could learn something about sales. I did… I also became their client…

I really didn’t need another financial advisor. They offered the same services I already had but, unlike my previous advisor, packaged them in exclusivity.

We’re not for everyone. We’re only for special clients who understand the importance of quality long term relationships (Jérôme Daoust).

Exclusivity is the sign of a great customer experience. I had to be part of their group…

Turn your client list into an exclusive club. Be explicit about the rules of the game. Say « No ». State out loud what it takes to work with you.

TAGS

Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a two-time Startup Founder, a four-time entrepreneur and a UX research expert. Etienne published Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps entrepreneurs around the world build successful businesses.

1 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Read previous post:
21 things you might not know about Product Design

...and if you do, please pretend like you don't was the topic of my presentation for BootUp, a Startup Incubator...

Close