Marketing Without Sales Discipline Is Expensive Decoration
GTWMA 032 MARKETING WITHOUT SALES DISCIPLINE IS EXPENSIVE DECORATION The market knows your business. It still does not buy. By Michael Abbiw — Business Strategist, Sales Consultant & Founder, MGA Consulting Ghana Limited Many struggling businesses do not have an awareness problem. The market has seen the brand, heard the message, watched the campaigns — and still has not paid. …
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Marketing Creates the Promise
GTWMA 031 MARKETING CREATES THE PROMISE Your Marketing Made a Promise. Your Salesperson Cannot Prove It. By: MICHAEL ABBIW | The Growth Desk Your advert convinced the customer. Your salesperson could not. No department reports that failure, because it does not sit inside one. Marketing reports enquiries. Sales reports pressure from the market. Both reports can be accurate while the …
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Building a Business That Lasts
GTWMA 030 BUILDING A BUSINESS THAT LASTS Your Company Will Not Die the Week You Do. It Will Die Eighteen Months Later. By: MICHAEL ABBIW | The Growth Desk No business collapses the week its founder dies. It collapses about eighteen months later, quietly, when everyone finally discovers how much of the company only ever lived inside one person’s head. …
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The Customer Confidence Chain
GTWMA 029 THE CUSTOMER CONFIDENCE CHAIN Your Best Salesperson Is Worth Exactly as Much as Your Slowest Reply to a Complaint By: MICHAEL ABBIW | The Growth Desk The customer who negotiated you down fifteen percent last month was not being difficult. They were charging you for the doubt your business created before the price was ever mentioned. Here is …
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Execution Capital
GTWMA 028 EXECUTION CAPITAL Your Balance Sheet Is Audited Every Year. The Asset That Actually Moves It Has Never Been Measured. By: MICHAEL ABBIW | The Growth Desk Most companies in Accra are not under-funded. They are under-executed, and no line on the balance sheet will ever show it. Here is the claim I will defend: execution is not the …
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Digital Reach Is Not Market Power
GTWMA 027 DIGITAL REACH IS NOT MARKET POWER Your Business Has Never Been More Visible. It Has Also Never Been Easier to Ignore. By: MICHAEL ABBIW | The Growth Desk Ghana is now a digital market by any measure: roughly 24 million people online, close to 70 percent internet penetration, and about 8.6 million active social media identities by late …
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Customers Do Not Buy Confusion
GTWMA 026 CUSTOMERS DO NOT BUY CONFUSION The Discount You Approved Last Quarter Was Not a Price Problem By: MICHAEL ABBIW | The Growth Desk Most of the discounts your team asked you to approve last quarter were not won by the customer. They were conceded by a salesperson who could not explain, in one clean sentence, why the full …
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Commercial Intelligence Is the New Leadership Advantage
GTWMA 025 COMMERCIAL INTELLIGENCE IS THE NEW LEADERSHIP ADVANTAGE Your Market Intelligence Arrived Late and Edited. That Is What a Report Is. By Michael Abbiw — Business Strategist, Sales Consultant & Founder, MGA Consulting Ghana Limited Over the past two years I have asked CEOs and Managing Directors across Accra the same question: why did you lose your last five …
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Business Growth Is a Leadership Behaviour
GTWMA 024 BUSINESS GROWTH IS A LEADERSHIP BEHAVIOUR Your Real Strategy Is Whatever You Tolerated Last Quarter By Michael Abbiw — Business Strategist, Sales Consultant & Founder, MGA Consulting Ghana Limited The most accurate strategy document in your company is not the one you approved at the retreat. It is the list of things you have let slide since January. …
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Boardroom Market Blindness
GTWMA 023 BOARDROOM MARKET BLINDNESS The Board Papers Are Clean. The Customers Are Leaving. By: Michael Abbiw | The Growth Desk Most boards in Accra could tell you their capital adequacy ratio to two decimal places and could not tell you why their three biggest customers stopped buying this year. That is not a governance gap. It is governance working …
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