Jim Blasingame

Business futurist, award-winning author, speaker and columnist

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Mobile Computing

Stardate 10920: The Force is with the customer

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– Earth, Stardate 8511 (The Age of the Seller)

Once upon a time, in a galaxy that today must seem far, far away, sellers controlled all information about their products, services, and innovations. Consequently, customers learned what they needed to know from salespeople, who traveled far and wide dispensing information to, and collecting sales from, grateful and beholden customers.

If one had observed such a meeting, the customer would have nodded his head in wonderment as the salesperson revealed the virtual magic that was his product.

And in this land, the Force – control and availability of information – was with the seller.

– Earth, Stardate 10920 (The Age of the Customer) [Continue Reading]

The New Regular: The Future Will Be More Redundant

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This is the 19th edition of my New Regular series, which is dedicated to helping small business owners have the maximum opportunity to be successful in the post-pandemic economy. Normal just checked into a halfway house for the pathologically nostalgic.

Redundant. What comes to mind when you hear that word? Wikipedia reports that it means, “unnecessary, superfluous, needless.” For example, it’s redundant to say, “undercapitalized small business.”

As business managers, we convert Wiki’s words into “expensive, inefficient, and unproductive.” In fact, we’re on a continuous quest to root out waste and the likely offenders are anything redundant.

One of the markers of the 2020 coronavirus pandemic is its disruptiveness, both on society in general and the marketplace in particular. In the third decade of the 21st century, in the New Regular economy, these disruptions have illuminated the need for more redundancy. Consequently, I’m forecasting that we’ll not only regard the word and concept with more respect, but redundancy will increasingly become a business best practice and a customer expectation.

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It’s the Age of the Customer – the rules have changed

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For 10,000 years, customers refined their search for products and services down to a couple of semi-finalist sellers based almost entirely on the classic competitive value proposition: price, product, availability, service, etc. I’ve termed this period the Age of the Seller.

That was a nice trip down memory lane, wasn’t it?

The new prime differentiator today is no longer the competitive model, but rather a customer’s appraisal of how relevant a seller is to them, often before they even know if a seller is competitive. So, does this mean that sellers no longer have to be competitive?

Not at all – no one will pay you more for less. But consider three new marketplace truths:

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Mobile Computing Will Dominate Your Future

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What if I told you that seven-of-ten of the prospects and customers in your market can’t find your business? You’d be very disturbed by that, wouldn’t you?

Now, what if I told you that three-fourths of the calls your prospects and customers want to make to your business are not getting through? Would I be able to see the veins in your neck as you raise your voice to declare that such a thing would be impossible?

Well, in the past year or so, addressing small business audiences around the country, I’ve asked this simple question: “How many of you have a website that conforms to the small screen – a mobile website?” I’m sorry to report that the number of attendees who raised their hands – across multiple industries – was in the vast minority.

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