Apply all these rules to your business, in parallel with a bespoke marketing plan to put power behind your business ambitions. Rule 1 Put the customer at the heart of your business, because it’s not about you, it’s about the customer experience; this is what delivers sales, and nothing else. Rule 2 Clearly identify your ideal customer and speak their language Rule 3 Differentiate your brand with “unique selling proposition” (USP) that packages your services…

The RAP sales approach What matters to your business is getting customers so that you can make money, right? OK. There are some timeless attributes that customers come back for, and I don’t see this changing anytime soon. Reliability Affordability Practicality These are timeless and inimitable attributes. Get this right and you’ve cracked it. Then, once you have established these things, you can upsell with byproducts. Take a lesson from a drug dealer Although I…