Monday, 15 September 2014

Referenceability: The High Cost of Recovered Fumbles

My very talented colleague Michael Pearce ( says, "The sale is not won until it is referenceable." In other words, it's not enough to close a sale and deliver the goods: Did the overall experience meet the customer's expectations, or did it fall short? A "diving catch" or a "recovered fumble" is a heroic rescue that saves a project headed for disaster. The save often wins you a customer for life, so it can be easy to miss the residual damage. The damage comes later when prospects check a vendor's references, often with long-term customers. Ideally, diving catches and recovered fumbles are rare occurrences. It was one vendor's norm. Their customer satisfaction metric had been a passive tracking of customer loyalty. They didn't know prospects calls to loyal customers often included cheerfully recounted tales of the vendor's averted disasters. Without meaning to, loyal customers were costing them new customers. The vendor's customer acquisition percentage grew faster once they began actively tracking and monitoring referenceability. ..»

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About Business Directories

A Business directory or business directory is a website or printed listing of information which lists all businesses within some category. Businesses can be categorized by business, location, activity, or size. Business may be compiled either manually or through an automated online search software. Online yellow pages are a type of business directory, as is the traditional phone book.

The details provided in a business directory will vary. They may include the business name, addresses, telephone numbers, location, type of service or products the business provides, number of employees, the service region and any professional associations. Some directories include a section for user reviews, comments, and feedback. Business directories in the past would take a printed format but have recently been upgraded to websites due to the advent of the internet.

Many business directories offer complimentary listings in addition to the premium options. There are many business directories and some of these have moved over to the internet and away from printed format. Whilst not being search engines, business directories often have a search facility.